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Future Proofing Your Agency's Search Visibility
This document discusses how agencies can future proof their search visibility as search marketing continues to change. It notes that search is becoming more personalized through voice, personal assistants, virtual reality and location-based searches. To prepare, the document recommends adopting a user-first, context-centric, answer-based strategy focused on understanding consumer needs through research, providing relevant content to answer questions, and building connections through social media and local links. It also stresses the need for holistic, omnichannel measurement beyond web analytics.
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Future Proofing Your Agency's Search Visibility
- 1. Future Proofing YourAgency’s Search Visibility Dylan Brooks SEO Consultant
- 2. Welcome to Mastersof Marketing! • We will begin promptly at 12 pm CDT. • Join the conversation on Twitter: #MastersMktg • This presentation will be posted on our blog: www.GetITC.com/blog • Next Masters of Marketing: • Thursday, May 18, 2017 at 12 PM CDT. • The Bare Necessities: Your Homepage Checklist • Presented by ITC Website Coordinator Karly Baker -Dylan Brooks SEO Consultant
- 3. A Little AboutMe • Experienced SEO • 3 Years at ITC • Former TV News Producer • Fun Fact: I’ve been to 41 states in the US
- 4. This Webinar Covers •What’s next in search marketing • Why the future of search matters • How your agency can prepare for what’s next
- 5. Why Does TheFuture of Search Matter?
- 6. My Agency Is Already ShowingUp Here —> Isn’t That Good Enough?
- 7. No. It’s Not. •Search marketing changes constantly • Future-proofing your SEO is key to survival
- 8. Let’s Go WayyyyyBack…To 2012 • President Barack Obama won re-election • Gangnam Style was going viral • The Texas Rangers hadn’t won the World Series Image By Eva Rinaldi from Sydney, Australia – Psy Uploaded by tm, CC BY-SA 2.0
- 9. Let’s Go WayyyyyBack…To 2012 • New smartphones: • iPhone 5 • Samsung Galaxy S III • Desktop PC searches outnumbered mobile searches by 2 to 1 • Keywords and links were the lifeblood of SEO Image By Eva Rinaldi from Sydney, Australia – Psy Uploaded by tm, CC BY-SA 2.0
- 10. And Now…In 2017 •President Donald Trump has been in office almost 100 days • Dabbing is (sort of) in vogue • The Texas Rangers still haven’t won the World Series By Gokudabbing - Own work CC BY-SA 4.0
- 11. And Now…In 2017 •Next smartphone releases: • Google Pixel 2 • iPhone 8 (or iPhone X) • Samsung Galaxy S8 • Mobile searches have surpassed desktop searches • User experience and mobile optimization are key for SEO By Gokudabbing - Own work CC BY-SA 4.0
- 12. How Did WeGet Here? • Google Algorithm Updates: • Hummingbird (2013) • Pigeon (2014) • Mobilegeddon (2015) • Possum (2016) • Mobile-First (2017-2018) • All of these have helped to shape a new search vision
- 13. And This IsJust The Beginning
- 14. What’s Coming Next •Voice Search • Personal Assistants • Virtual Reality • Location Search
- 15.
- 16. Voice Search • 20%of all current Google searches are voice searches (Google) • By 2020, more than 50% of all searches will be voice searches (comScore)
- 17. Voice Search • Why?Because it will be everywhere! • Google Home • Amazon Echo • Smartphones • Connected Cars • Greater social acceptance
- 18. Voice Search • Searchersuse natural language • “I need insurance for my 4 bedroom home in Allen.” • “Which agencies in my area are open now?” • Only one result read back to searcher • Question and answer pattern • Note: Some questions are implied
- 19.
- 20. Personal Assistants • About62% of smartphone owners use them (MindMeld, 2016) • Most of this growth has happened in the past 3 years
- 21. Personal Assistants • Majortech providers have them • Google Assistant • Cortana (Microsoft) • Siri (Apple) • Alexa (Amazon) • M (Facebook) • Chatbots (Various companies)
- 22. Personal Assistants • Whyare they popular? • Cross-device integration • Ability to take on multiple tasks • Customization to individual preferences • Personal assistants can make technology easier for users
- 23. Personal Assistants • Allsearch results are personalized • Where you rank in search engines matters less in this situation • Context is crucial • Location • Time • Specific Need
- 24.
- 25. Virtual Reality • Anemerging tech trend • Two types: • Virtual Reality (VR) • Augmented Reality (AR) • Users wear a headset • Popular for gamers
- 26. Virtual Reality • Couldbe used for experiential search • Location tours • Product test drives • Still unclear how it will impact traditional search
- 27.
- 28. Location Search • “NearMe” searches up 400% in last two years (Google Trends) • 84% of consumers conduct local searches (WordStream)
- 29. Location Search • Searchengines and retailers prioritize this through: • Map search features • Location data mining • Location specific ads • Beacons and geofencing
- 30. Location Search • Officelocations matter • Business attributes matter • Hyperlocal marketing matters
- 31. What’s Driving TheseChanges?
- 32. What’s Driving TheseChanges? • Millennials & Generation Z are coming of age • People born from 1980 on • They grew up on the Internet • Their expectations shape the future of digital commerce • Businesses must adapt to survive
- 33. What’s Driving TheseChanges? • The biggest shift has already happened • Consumer-powered marketing is here to stay • Now is the time to future- proof your strategy • Make small adaptations for new technologies
- 34.
- 35. A Future-Proof StrategyIs… • User-First • Context-Centric • Answer-Based
- 36.
- 37. User-First • The consumerhas the power • Relevance > Keywords • If you don’t satisfy their needs, they’ll go elsewhere
- 38.
- 39. Context-Centric • Consumer needsare specific • Consider Micro-Moments: • I Want To Know • I Want To Do • I Want To Go • I Want To Buy Image from Google: 4 New Micromoments Every Searcher Should Know
- 40.
- 41. Answer-Based • “What isthe searcher looking for in this exact moment?” • Make sure you’re providing them the best answer
- 42. What Does ThisStrategy Require?
- 43. What Does ThisStrategy Require? • Research • Content • Connection
- 44.
- 45. Research • Understand thespecific needs of your consumers • Survey existing customers • Look at Google autosuggest • Use Answer the Public
- 46.
- 47. Content • Must berelevant to specific consumer needs • Answer-based blog articles • Short videos • Infographics • Downloadable resources • Calculators and tools
- 48.
- 49. Connection • Build tiesto your consumers • Show them you listen • Show them you care • Forge this through: • Social media updates • Local link opportunities • Review responses
- 50. How To MeasureThis
- 51. How To MeasureThis • We need better Key Performance Indicators (KPI’s) than search rankings • After all, there might not be a search results page at all
- 52. How To MeasureThis • Think holistically • Are customers finding us through search? • Are leads getting the information they need to commit to us? • Are prospects engaging with us across devices?
- 53. How To MeasureThis • Track everything • Search is omnichannel • Search is omnipresent • Make sure there are no holes in your omnichannel strategy • Don’t rely on web analytics • Ask consumers how they found your agency • Ask consumers which devices they used to find your agency
- 54.
- 55. In Summary • Searchis becoming more personalized and specific • You can still succeed by: • Anticipating consumer needs • Providing the answers to those needs
- 56. Questions? Want the slides?They’ll be available at: Slideshare.net/InsTechCorp Dylan Brooks SEO Consultant