The Difference Making Local Ranking Factors in 2020 - 2017 MnSearch Summit

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MnSearch, The Minnesota Search Engine Marketing Association

David Mihm, Founder at Tidings | @davidmihm In 2017, links are still the overwhelming markers for authority in local search results (and results of all kinds). In this session, you’ll learn why David and Aaron believe that links will make way for entity authority as the overarching ranking factor in local search, and some of the signals Google is using even today that contribute to this concept.

Marketing

© 2017 TIDINGS@TIDINGSCO
My Local Search Worldview, ca. June 2017
MnSearch // Saint Paul, MN // June 23, 2017
David Mihm
Founder, Tidings
© 2017 TIDINGS

© 2017 TIDINGS@TIDINGSCO
Maybe in 2007…
...meanwhile, in 2017...

© 2017 TIDINGS@TIDINGSCO
Local search
query volume in
the United States
from 2014 to
2019, by platform
(in billions)

© 2017 TIDINGS@TIDINGSCO
http://searchengineland.com/report-nearly-60-percent-searches-now-mobile-devices-255025

© 2017 TIDINGS@TIDINGSCO
Desktop Search Engine Market Share
https://www.netmarketshare.com/search-engine-market-share.aspx?qprid=4&qpcustomd=0&qpsp=2017&qpnp=1&qptimeframe=Y
Mobile/Tablet Search Engine Market Share

© 2017 TIDINGS@TIDINGSCO
…
(1200 pixels)

© 2017 TIDINGS@TIDINGSCO
Every Google SERP feature is designed for mobile.

© 2017 TIDINGS@TIDINGSCO
2008  2013  2018+

© 2017 TIDINGS@TIDINGSCO
Source: Bloomberg

© 2017 TIDINGS@TIDINGSCO
8%
14%
Source: Tidings, based on Hitwise and Google data
Share of searches by industry, August 2016
57%
31%
41%
29% DESKTOP
MOBILE
VOICE
DESKTOP
MOBILE
VOICE

© 2017 TIDINGS@TIDINGSCO
The rise of Voice means more fragmentationAND
simultaneously less real estate for Google to monetize.

© 2017 TIDINGS@TIDINGSCO
So what is Google doing in this context?

© 2017 TIDINGS@TIDINGSCO
Personalization

© 2017 TIDINGS@TIDINGSCO
Source: SearchEngineLand

© 2017 TIDINGS@TIDINGSCO
Slide courtesy of Moz’s Dr. Peter Meyers

© 2017 TIDINGS@TIDINGSCO
“Book a table for two at Tamarine tonight at 7 p.m.”
-Amit Singhal, Google Search Chief, 1/13/16
Source: SearchEngineLand

© 2017 TIDINGS@TIDINGSCO
Net-Net-Net
Fewer webpage results
Fewer organic results
More time on Google SERPs
Fewer clickthroughs*
*except to advertisers

© 2017 TIDINGS@TIDINGSCO
But how do I rank?
(2017 Local Ranking
Factors Survey)
Traditional SEO
Local
Data
Engagement

© 2017 TIDINGS@TIDINGSCO
WHY do links and reviews (and citations) work?
They contribute to Entity Authority.

© 2017 TIDINGS@TIDINGSCO
Our concept of “citation” needs to evolve.

© 2017 TIDINGS@TIDINGSCO
“Are words the new links?”
--Mike Blumenthal

© 2017 TIDINGS@TIDINGSCO
What else do I *think* builds entity authority?
• Clickthrough rate
• General traffic
• Branded searches / Taps / Saves
• Knowledge Panel interactions
• Real-world visits
• Real-world transactions

© 2017 TIDINGS@TIDINGSCO
Traditional SEO
Local
Data
Engagement
Traditional
SEO
Local
Data
Engagement
2017 2020

© 2017 TIDINGS@TIDINGSCO
Personalization
Behavioral
Social Reviews
Links
On-Page
Citations
GMB
Stuff we like to sell cuz it’s easy
Stuff we can do but it’s hard
“Real Company S#!t”

© 2017 TIDINGS@TIDINGSCO
Theme #2:
There are fewer opportunities for organic
engagement than ever.

© 2017 TIDINGS@TIDINGSCO
Theme #3 / 3a:
Demand is higher than ever / competition
is fiercer than ever.

© 2017 TIDINGS@TIDINGSCO
What can you
do about it?
tidings.com/adapt

© 2017 TIDINGS@TIDINGSCO © 2017 TIDINGS
thank you!
dm@tidings.com

Jason Dailey, Partner Development Lead at Facebook| @jasonrdailey Over the past several years, search and social advertising have become essential ingredients of any successful marketing program. Both channels, though fundamentally different, have proven to be highly effective and efficient for customer demand generation and fulfillment. Search, with its ability to “pull” users into a brand’s message and social, with its ability to “push” a message to a highly targeted audience are capturing a greater portion of global advertising dollars every year – Facebook and Google now make up ~77%+ of digital ad spend. In this session, we’ll highlight how attendees can unleash the power of search and social integration by crafting winning campaigns, applying the latest research on combining paid search and social efforts, and employing paid social direct response tactics that complement and supplement paid search campaigns.

AI-megeddon: Are the Machines Coming for Your Job? - 2017 MnSearch Summit

MnSearch, The Minnesota Search Engine Marketing Association

Artificial intelligence, curated data, creative scripting, business automation, chatbots, machine learning and other rad’ technical tools have exploded into mainstream marketing media vernacular. Clearly human roles are changing, but is it for the better? How must humans adapt to their new roles feeding the machine? What the hell do we do next? Join seasoned clinicians Michelle Robbins (representing machines) and Marty Weintraub (humans) for a deep-dive role play to shed light on what realities marketers face today and what to do next.

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MnSearch, The Minnesota Search Engine Marketing Association

The number of in-platform social media searches occurring on a daily basis is staggering. Facebook sees 2 billion in-platform searches every day, Twitter see 2.1 billion in-platform search queries per day, and YouTube sees 1,140 searches every second of every day. With those volumes, neglecting social media content optimization is a huge missed opportunity. That’s why it’s absolutely integral for every organization’s digital marketing partners to work closely with the social media team. We’ll dive into the specifics on how digital and social should partner to affect search objectives, then wrap up the session by sharing real web metrics the team at Boston Scientific has seen as a result of prioritizing the digital & social media relationship. Session takeaways: How social can help inform which keywords should be integrated into digital assets and SEO strategy How optimizing keyword integration into social media content can affect Google SERPs and web traffic Tips for leveraging social media trends and hashtags to boost web traffic Why social media accounts’ authority should be a shared goal between digital & social teams How paying particular attention to YouTube video optimization and overall YouTube strategy can positively impact search objectives About Erica Erica Melchior is a social media strategist, researcher and Community Manager for Boston Scientific. With over 10 years of experience directly managing social media communities and engagement for internationally-recognized Fortune 500 brands, Erica has expertise in social media influencer mapping and engagement, competitive social media research, search, content optimization, lead generation and building an effective social media program from the ground up in the B2B space.

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Kissmetrics on SlideShare

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The Conversion Optimization System: A 12-step Process to Create Repeatable, S...

MnSearch, The Minnesota Search Engine Marketing Association

Ayat Shukairy, Co Founder at Figpii Many clients that come to us are lost when it comes to conversion optimization. They have difficulties to come up with a robust conversion plan. It ends up with a bunch of random ideas, and no idea what worked and what didn’t. We always tell our clients, go through a process and you will see results. And just because one element didn’t produce well, don’t abandon it and not take away any insights. In this session, we will take attendees through the process of creating a robust, conversion producing roadmap and plan. Attendees will come out with a step-by-step process of how to put together a successful plan for controlled conversion results and how to learn from the results and tests they previously deployed. Attendees will learn: - How to conduct a repeatable sustainable testing process - How to see recognize conversion optimization is beyond the website - How to conduct a proper problem analysis of the page using the conversion framework - Develop solutions that meet the requirement for their test plan

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Kissmetrics on SlideShare

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Enter the Remix: Paid Search Edition - Elizabeth Marsten (MnSummit 2019)

MnSearch, The Minnesota Search Engine Marketing Association

Google Ads, Microsoft Advertising, Amazon Advertising – what do all these have in common? Besides the major re-branding and re-focusing of their main messages to several levels up from where we might think of them historically, they’re also ushering in some important signals for what paid search marketers need to prepare for and think bigger about. Sure, we’ll continue to have the day to day overall duties stay highly tactical with shared budgets, QS improvements, to bid manually or not debates and best practices in aggregate over the coming years, but we are going to see some fundamental landscape changes in the next 2 years in a faster and more impactful manner than we have in the last 10 years of search marketing.

LinkedIn Ads: The Silver Bullet for B2B Lead Gen - AJ Wilcox (MnSummit 2019)

MnSearch, The Minnesota Search Engine Marketing Association

LinkedIn Ads features, hands-down, the best B2B targeting on the planet. It’s also unapologetically expensive, meaning that any mistake becomes an expensive one. Join AJ Wilcox, LinkedIn Ads expert and founder of B2Linked.com, as he walks you through advanced strategies that you can use today to get the most out of your LinkedIn Ads campaigns. We’ll focus on achieving scale and performance while minimizing costs. Using these strategies, you’ll become the marketer whom the sales team worships!

How to Get Better PPC Results in Less Time With Automation - Frederick Vallae...

MnSearch, The Minnesota Search Engine Marketing Association

Advances in machine learning are responsible for ever-more automated campaign management from Google in the form of close variants, smart bidding, smart campaigns, similar audiences, etc. Do these automations really drive better results? How can PPC managers leverage this free technology to free up time to work on new things? And what are the best new things to focus on to drive exponential growth? Join Fred Vallaeys to learn more about free automation tools you can start using today to become a PPC rockstar.

MnSearch Snippets April 2019: Google Data Studio - Steve Slater

MnSearch, The Minnesota Search Engine Marketing Association

Google Data Studio is a great way to create compelling data visualizations...for free! And Google Sheets is a powerful free tool that many search marketers swear by. Individually they are awesome tools that can help you communicate your value to stake holders. But when you add Supermetrics to the mix you've created a data visualization powerhouse. I'll show you how to put these three tools together to prove your value.

MnSearch Snippets April 2019: Keyword Research Tools of the Trade - Theresa K...

MnSearch, The Minnesota Search Engine Marketing Association

MnSearch Snippets April 2019: Screaming Frog Custom Extraction - Griffin Roer

MnSearch, The Minnesota Search Engine Marketing Association

Influencer Marketing: How to Build an Influencer Network – Michelle Stinson Ross

MnSearch, The Minnesota Search Engine Marketing Association

Getting the attention of someone that’s never heard of your brand before gets more and more difficult every year. Securing influential advocates to link and share is critical to both top of funnel awareness and conversion-driving trust. But counting on free samples and demos won’t be enough to entice influencers to shout your praises. You are going to have to market the value of a business partnership to them just like you are marketing your product/service to your customers.

How to Find the Story That Sells

MnSearch, The Minnesota Search Engine Marketing Association

The value of storytelling for marketing has been all but evangelized in recent years, and for good reason. A well-crafted story has the ability to clearly convey a message, motivate emotion in a buyer, and even build loyal relationships to a brand. But how do you actually create a storytelling campaign from beginning to end? How do you incorporate it into blogs, emails, and brief social media posts. This talk will discuss the steps you need to take to find the right idea, put it to the keyboard, and create your campaign from beginning to end.

MnSearch Summit 2018 - Susan Wenogard – Meat and Potatoes to Replace Pies In ...

MnSearch, The Minnesota Search Engine Marketing Association

MnSearch Summit 2018 - Joy Hawkins and Darren Shaw – Succeeding in Local SEO ...

MnSearch, The Minnesota Search Engine Marketing Association

In this session Joy Hawkins and Darren Shaw will take a deep dive into some of the changes that have happened in the last year for local search. They’ll highlight 6 of the most-talked-about changes and tell you what you need to know to stay ahead in your Local SEO strategy. They’ll answer questions such as does this change impact my visibility on Google? Does this new feature Google launched impact my ranking? Does this change impact the strategy you should be using regularly when approaching SEO?

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