The New Reality - How to Succeed in the Digital World

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This keynote deck was presented by Matthew Capala (@SearchDecoder) during the plenary address at the 40th Anniversary of CEANY in Saratoga Springs on November 7th, 2012.

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The New Reality - How to Succeed in the Digital World

  1. 1. The New RealityHow to Succeed in the Digital World Web: SearchDecoder.com Twitter: @SearchDecoder
  2. 2. To view the video, click play or see it on YouTube Web: SearchDecoder.com Twitter: @SearchDecoder
  3. 3. Steven SpielbergWeb: SearchDecoder.com Twitter: @SearchDecoder
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  6. 6. Retrieveinformation abouteverything… justby looking at it! Web: SearchDecoder.com Twitter: @SearchDecoder
  7. 7. To view the video, click play or see it on YouTube Web: SearchDecoder.com Twitter: @SearchDecoder
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  15. 15. Search Video MobileEmail DisplayMaps Local Music Social Reviews TV E-Commerce Web: SearchDecoder.com Twitter: @SearchDecoder
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  25. 25. Source: The New Info Shopper,” Penn, Schoen & Berland Associates, 2009 Web: SearchDecoder.com Twitter: @SearchDecoder
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  31. 31. Web:Source: Google/Shopper Sciences, Zero Moment of Truth Macro Study, U.S., April 2011, N=5,003 SearchDecoder.com Twitter: @SearchDecoder
  32. 32. Consumers are making decisions before entering the store Web: SearchDecoder.com Twitter: @SearchDecoder
  33. 33. www.zeromomentoftruth.com/ Web: SearchDecoder.com Twitter: @SearchDecoder
  34. 34. “ Showing up is 80% of life. ” Woody Allen Web: SearchDecoder.com Twitter: @SearchDecoder
  35. 35. Web: SearchDecoder.com Twitter: @SearchDecoder
  36. 36. Higher rankings in the first 3 top organic results are key to search visibility 1st Rank 1: 36.4% Rank 2: 12.5% 2nd Rank 3: 9.5% 3rd Rank 4: 7.9% Rank 5: 6.1% Rank 6: 4.1% Rank 7: 3.8% Rank 8: 3.5% Source: Optify Study, How the New Face of SERPs Has Altered the CTR Curve, 2011 Web: SearchDecoder.com Twitter: @SearchDecoder
  37. 37. Continuing EducationProfessional EducationOnline Classes Web: SearchDecoder.com Twitter: @SearchDecoder
  38. 38. Web: SearchDecoder.com Twitter: @SearchDecoder
  39. 39. Advertising Brands bid on these positions  Paid 30% of Clicks 70% of ClicksOrganic UNPAID ListingsBased on relevancy of content SEO Web: SearchDecoder.com Twitter: @SearchDecoder
  40. 40. Backlinks and social signals are used as votes by search enginesrepresenting the democracy of the webs opinion. Web: SearchDecoder.com Twitter: @SearchDecoder
  41. 41. From machine learning to human insights, search is becoming increasingly social. 2010 – Connections 2002 - Credibility 2000 - Content 1998 - CodeBrands need to be first-to-market with innovative strategies aligned with frequent Googlealgo changes. SEO 3.0 is about first mover advantage Web: SearchDecoder.com Twitter: @SearchDecoder
  42. 42. SEO is a team effort, each element needs to be optimized and synergized like awell-oiled machine. You are as strong as your weakest link! Web: SearchDecoder.com Twitter: @SearchDecoder
  43. 43. Web: SearchDecoder.com Twitter: @SearchDecoder
  44. 44. CONTENT“If you want to rank highly on a keyword, better have it in the content of your website“ Matt Cutts AUTHORITATIVE Worth linking to RELEVANT Keyword optimized INDEXIBLE Easily crawled VISUAL Engaging TIMELY Fresh SHARED Worth sharing INFLUANCED Personality-Driven Web: SearchDecoder.com Twitter: @SearchDecoder
  45. 45. www.seomoz.org/beginners-guide-to-seo Web: SearchDecoder.com Twitter: @SearchDecoder
  46. 46. Source: Google/Ipsos OTX MediaCT, “The Mobile Movement Study,” April 2011, N=5,000 Web: SearchDecoder.com Twitter: @SearchDecoder
  47. 47. Digital Word-of-Mouth is One-to-Million. It is sharedand re-shared. Web: SearchDecoder.com Twitter: @SearchDecoder
  48. 48. Web: SearchDecoder.com Twitter: @SearchDecoder
  49. 49. Source: Bazaarvoice Web: SearchDecoder.com Twitter: @SearchDecoder
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  51. 51. To view the video, click play or see it on YouTube Web: SearchDecoder.com Twitter: @SearchDecoder
  52. 52. To view the video, click play or see it on YouTube Web: SearchDecoder.com Twitter: @SearchDecoder
  53. 53. Web: SearchDecoder.com Twitter: @SearchDecoder
  54. 54. “ Markets are Conversations ” Doc Searls, Cluetrain Manifesto www.cluetrain.com Web: SearchDecoder.com Twitter: @SearchDecoder
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  57. 57. LargestIndependentDigital Agencyon the Planet Web: SearchDecoder.com Twitter: @SearchDecoder
  58. 58. Coming in Q1 2013 Get updates:www.SEMDecoded.com Web: SearchDecoder.com Twitter: @SearchDecoder
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  61. 61. E matthew.capala@profero.comAbout - Blog - Work Web: SearchDecoder.com Twitter: @SearchDecoder

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