The document discusses key trends in digital marketing and search engine optimization. It emphasizes that the basics of SEO have changed and focus is now on local search, personalized search using social signals, and entity search using structured data. Other important topics covered include the importance of reviews and Google+, using schemas to mark up content, and optimizing for mobile searches and users. The presentation provides examples and resources for keeping up with changes in search and digital marketing.
10. + MISSED OPPORTUNITY
…tapping into some
opportunities means
having content
beyond what you’re
selling…
& it has to be
good, too!
car loan calculator
car payment calculator
car games
14. ARE YOU BLOGGING?
WHY SHOULD YOU BLOG?
• blogging gives you voice,
control, content to share
• a blog frees you from things
your CMS can't do
• a format that corporate
might not allow
• is the heart of great social
content, helps search
WHAT SHOULD YOU BLOG?
•
•
•
•
•
industry news
local news
quirky facts
events
images & visuals
38. THE “STRUCTURED” SEARCH ERA
…search engines are learning to
link pages to:
people
places
things
companies
facts
Google:
Knowledge Graph
Bing:
Snapshots & Satori
39.
40. ALGORITHMS & ANIMALS
…pandas, penguins,
& hummingbirds…
OH MY!
…“Hummingbird” is
Google’s newest
pet…created to
better tap into
structured data &
other signals
44. STRUCTURED DATA & MARKUP
schema.org & RDFa
• widely accepted &
supported by major
search engines
• tag business
name/organization
location, reviews,
ratings, media objects &
more…
• may be built into some
CMS platforms
rel=author
• Used for bloggers &
subject matter experts
– PEOPLE
rel=publisher
• Used for media
publications &
organizations – NOT
PEOPLE
45. SAMPLE SCHEMAS YOU CAN USE
• local business
• business hours
• place
• map
• postal address
• geo-coordinates
• customer reviews
• customer ratings
• image object
47. SCHEMA RESOURCES
• Future SEO: Understanding Entity Search
• 13 Semantic Markup Tips For 2013: A Local SEO Checklist
• From Microdata & Schema To Rich Snippets: Markup For
The Advanced SEO
• Why Local Retailers Should Be Using Open Graph Markup
• How To Get A 30% Increase In CTR With Structured Markup
49. SEARCH IS 24/7
…we search all the
time, even while
on the move
Search Engine Land: Restaurant Chain Searches Leading Up To Valentine’s Day 2012
50. MOBILE SEO MATTERS, BUT
• you don’t need a mobile site to rank better,
however…
• a site with problems for smartphone searches
on Google may not rank as well
• it’s more about what happens after the
mobile search…
THE DEFINITIVE GUIDE TO MOBILE SEO
by Vanessa Fox
54. SEO IN ONE SLIDE…
PERIODIC TABLE OF SEO
ELEMENTS & GUIDE TO SEO
searchengineland.com/seotable
55. TAKEAWAYS
KNOW WHAT CUSTOMERS WANT & GIVE
TEHM CONTENT BEYOND SALES!
GOOGLE+ IS CRUCIAL FOR LOCAL SUCCESS
IN GOOGLE
SOCIAL REINFORCES SEARCH, BE SOCIAL
FOR SEARCH SUCCESS
THINK ABOUT USING STRUCTURED DATA &
THE MOBILE VISITOR EXPERIENCE
56. KEEP UP TO SPEED:
@marketingland
@sengineland
+MarketingLand
+SearchEngineLand
facebook.com/marketingland
facebook.com/searchengineland