The document provides background on the author's experience in digital marketing and search marketing over 12+ years. It then discusses the concept of "MoLoSo" - the mobile, local, and social web - as identified by Google Chairman Eric Schmidt as the next big trend in internet technology. Several facts about rising mobile usage and effects on clients are presented. Suggestions are made to set up listings on local directories and review sites to benefit clients. The document ends with a chart on ranking factors from an SEOMoz study.

1. 12/08/11 1

2. Background
• 12 Plus Years in Digital Marketing
• 8 Plus Years in Search Marketing
• Variety of Industries and Business Size
• Regular Speaker at Search & Industry Events
• Google AdWords Certified, Microsoft AdCenter Certified, SEMPO Member
• Find me at:
• http://www.linkedin.com/in/brianallenjones
• https://twitter.com/BrianAllenJones
12/08/11 2

3. MoLoSo
Takeaway: According to Google Chairman Eric Schmidt, the next big
thing in Internet technology is the mobile, local, and social web.
12/08/11 3

4. MoLoSo Mobile usage in retail is on the rise—every year we see an
increasing number of shopping queries originate from
mobile phones. As mobile continues to proliferate, it’s also
fundamentally changing the way people shop. Mobile and
shopping are made for each other.
Quick Mobile Facts
• 85% of mobile devices will be web enabled by next year
• Mobile search has grown 4x in the past year
• 1 in 3 mobile searches have local intent
• CTR’s on mobile devices are 37% more than desktop
12/08/11 4

5. MoLoSo
How Does This Affect DDC Clients?
• Currently all TCD campaigns launch targeting desktop & mobile by default
• The SEM Team is running a Mobile Test Initiative. Test components:
Phase I: Separate desktop and mobile campaigns
Phase II: Separate desktop and mobile + increase mobile CPCs
Phase III: Separate desktop and mobile + increase mobile CPCs + mobile specific ad text
• Test purpose is to determine if, when managed separately, mobile search
performs differently than desktop.
• Key to Success = Mobile Site. Are your DDC clients using a mobile site?
12/08/11 5

6. MoLoSo
•70% of consumers use the Internet to search for a local service - Nielsen/NetRatings
•1 out of every 3 smart phone users have been led to a local business after finding in mobile
search - Compete.com
•54% smart phone shoppers use their phones to locate a retailer and 34% search for a store’s
product inventory - Google
1. Google will look at how many times your
business shows up on the web in local
directories, review sites, video sharing
platforms, social media sites etc.
2. As always, external links are crucial for SEO.
Once you have established your presence on
all those local sites the next thing you need to
do is drive links to your listings. Ideally, you
should aim to create 20 to 50 links to each
listing or citation.
3. Next you will want to get as many reviews of
your business as possible.
12/08/11 6

7. MoLoSo
How Does This Affect DDC Clients?
• Currently all TCD campaigns have geo specific targeting set
• Currently SEO campaigns are geo targeted by keyword selection
What Else Can You Suggest to your Clients?
• Set up all places accounts including Google, Yahoo, Bing
• Set up listings on all 3rd party review sites and directories including Yelp, Yellow
Pages, CitySearch, etc.
12/08/11 7

8. SEOMoz Study Showing Ranking Factors
12/08/11
MoLoSo
8

9. MoLoSo
12/08/11 9

10. MoLoSo
How Does This Affect DDC Clients?
• Google & Bing ARE using social as an indicator in their SEO algorithms
• DDC clients should be setting up a social presence on the basic social networks
including Facebook, Twitter, & YouTube. (LinkedIn typically reserved for B2B.)
• Other 2nd tier social networks include Google +, StumbleUpon, Tumblr, and many
more.
12/08/11 10

11. New Releases/Topics of Importance
12/08/11 11

12. Panda
Summary: February 24th, 2011: A day that won’t soon be forgotten Google rolled out
an algorithm update that was reported to affect 12% of US searches. Let’s take a
moment to put that into perspective; in July 2011 comScore reported that Americans
conducted 12.5 billion searches on Google alone (source). That comes out to about
390 million searches per day. So in one day, this algorithm update affected 46.8
million searches in the US.
Takeaway: Panda is REAL! It has effected sites with duplicate content issues
across the board, and has even taken away the ability to use quotes from other
sources too often. Blogs and SEO content for client sites needs to be more original,
less recycled. Google will possibly drop client sites off the first page of search results
unless unique content is produced.
12/08/11 12

13. Google Fresh
Summary: Google’s latest update to their search algorithm which helps make results
“fresher”. Given that “Fresher” results are likely to give you more relevant results
Google is introducing its new algorithm change which will impact 35% of all
searches, as opposed to Panda which impacted only 12% of searches. The new
change will impact three types of searches: Recent Events or hot topics, Regularly
Recurring events, and Frequent updates.
Takeaways: With this change, dealership site’s and their rankings are likely to be
affected; especially those with content management or frequently changing inventory.
This seems like a beneficial change for our clients increasing the importance of
content management and regular updates to the site however it could have negative
impacts pending on how Google plans to filter “fresh” results.
12/08/11 13

14. Google + Now Open for Business
Summary: Business are now able to have a presence on Google+ by having Google+
Pages. There are 5 page categories: Local Business or Place; Product or Brand;
Company, Institution or Organization; Arts, Entertainment or Sports; Other. These
pages are separate from Google Places pages. For a user to follow a business, it isn’t
enough to click the “+1”, they will need to add the business to a Google+ circle.
Google is also launching an icon for businesses to use on their site to entice following.
Takeaways: Clients may ask about Google+ for businesses, so be aware that this is
now available. Dealers should have a GM or social manager set up the page as there
currently isn’t an option for a page to have multiple administrators (though this is
something Google says is coming).
12/08/11 14

15. Google SSL Search Queries
Summary: Google has worked hard over the past few years to increase their services’
use of an encryption protocol called SSL, as well as encouraging the industry to adopt
stronger security standards. Any search that is performed by a user that is logged
into their account will not be transferred to any analytics programs. SEOs &
Webmasters will no longer be able to see every search term that brought a user to the
website.
Takeaway: While this won’t likely have an effect on how people search, it will
affect reporting, such as our “Search Phrases” reports. If somebody chooses to use
a secure search option we will not receive data of which search query drove them to
the site – which in turn will make it more challenging to see which search phrases are
converting best on the site. You will, however, be able to see an aggregated list of the
top thousand keywords (for the past 30 days) in Google Webmaster Tools.
12/08/11 15

16. Dynamic Search Ads
Summary: Google has developed a new type of AdWords ad that will eliminate the
need for keywords. This ad will automatically produce ad copy, based on the
advertiser’s template, and by looking at the advertiser’s website content. The ad will
be automatically displayed by Google in response to search terms that Google deems
a good match for the advertisement. Google has been developing this dynamic search
ad for two and half years and has tested it on many advertisers across several
different verticals.
Takeaway: Google developed this new type of ad in an effort to keep up with the
consistent changes in the types of queries users are performing. Google reported that
approximately 16% of total daily searches are new.
12/08/11 16

17. AdWords Quality Score Boosts Landing Page Factor
Summary: Two factors that Google uses to calculate Adwords Quality Score --
relevance and landing page quality -- are being given more weight.
Takeaway: Since Quality score can affect bid price and placement in Google
Adwords, it behooves us more than ever to ensure we have landing pages with
content that closely relates to keywords we’re bidding on. This seems like a very
tangible benefit of having closer integration between our SEO and SEM crew.
12/08/11 17

18. Q&A
12/08/11 18