DMA2013_One Step Ahead Hottest Search Trends and How To Maximize Opportunities_Grant Simmons

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DMA2013_One Step Ahead Hottest Search Trends and How To Maximize Opportunities_Grant Simmons

  1. 1. One  Step  Ahead   Ho#est  Search  Trends  &   How  to  Maximize  Opportuni:es  
  2. 2. One  Step  Ahead   Ho#est  Search  Trends  &   How  to  Maximize  Opportuni:es   Grant  Simmons   Dir.  SEO  &  Social  Media  Product   The  Search  Agency   @simmonet  
  3. 3. Search  Engine  Op?miza?on   SEO     It’s  about  the  user,  stupid.   Not  the  stupid  user.     Search  Engines  are  the   *most*  discrimina:ng  of  users!   @simmonet  
  4. 4. Current  Future  SEO   Connect  Search  Intent  to  Site  Content     With  Context  of:   •  Loca:on   •  Behavior   •  PlaMorm   •  Conversa:on   @simmonet  
  5. 5. Future  SEO   New  Loca?ons     Hyper  GEO  Target   •  Inside  Stores   •  ZIP  Codes   •  Events  /  Venues   @simmonet  
  6. 6. Future  SEO   New  Behavior     •  New  queries   •  More  personaliza:on   •  When  searching   •  Where  searching   •  How  searching   “Search  Everywhere  Op?miza?on”   @simmonet  
  7. 7. Future  SEO   New  PlaMorms     •  •  •  •  •  Mobile   Wearable   Smart  vehicles   Appliances   Television  /  consoles  etc.   @simmonet  
  8. 8. What  to  Do?   @simmonet  
  9. 9. Brands  Need  to…   Understand  their   Customer  /  prospect       Intent   Context   &  how  they  ask     @simmonet  
  10. 10. Brands  Need  to…   Iden?fy:   •  Who?   •  Where?   •  When?   •  What?   •  How?     Create  to  Connect   @simmonet  
  11. 11. Current  Future  SEO  +  Social   Content  is  King   Authority  Content  is  Kingier     Authori:es  are:   •  Known   •  Credible   •  Topic  Experts   @simmonet  
  12. 12. Future  SEO  +  Social   GeWng  Known     Google  “web  of  people”     Google+   + @simmonet  
  13. 13. Future  SEO  +  Social   Building  Credibility     •  •  •  •  Reviews,  news,  views…   Authors  of  content   Broadcasters   Social  amplifica:on       Create  Engagement   @simmonet  
  14. 14. Future  SEO  +  Social   Recognized  Topic  Experts   Focused  Consistency     •  Connec:ons  /  links   •  Social  love   •  Associa:ons  /  cita:ons     “Digital  Footprint”   @simmonet  
  15. 15. Future  SEO  +  Social   “       We’re  (Google)  doing  a  be#er  job   of  detec:ng  when  someone  is  sort   of  an  authority  in  a  specific  space…   and  trying  to  make  sure  that  those   rank  a  liZle  more  highly  if  you’re   some  sort  of  authority…”   Ma#  Cu#s  –  Google  Engineer   o ”   @simmonet  
  16. 16. What  to  Do?   @simmonet  
  17. 17. Brands  Need  to…   Iden?fy,  Grow,   Encourage,  Find,   Promote,  Hire,   Engage,  Build,   and  /  or    Empower     Authori?es   @simmonet  
  18. 18. SEO  /  Social  Prognos?ca?ons   Many  opinions.  Many  op?ons.   Many  outcomes.     Any  thoughts?   @simmonet  
  19. 19. One  Step  Ahead   Ho#est  Search  Trends  &   How  to  Maximize  Opportuni:es   Grant  Simmons   Dir.  SEO  &  Social  Media  Product   The  Search  Agency  

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