Keeping Up with the Fast Pace of Digital Marketing by Danny Sullivan of MarketingLand at DSES 2013
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Transcript of Keeping Up with the Fast Pace of Digital Marketing by Danny Sullivan of MarketingLand at DSES 2013
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of DIGITAL MARKETING
RACINGto keep up with the
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Driving Sales Executive Summit 2013
keynote byDanny Sullivan
@DannySullivan founding editor, MarketingLand.com & SearchEngineLand.com
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BACK TO BASICS…
… because the basics have changed…
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IT’S A NEW ERA…
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BUYERS ARE BROWSING…
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DO YOU KNOW WHAT YOUR
CUSTOMERS WANT?
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GOOGLE KNOWS…
…& will tell you
via the keyword
tool …
HOW TO USE THE GOOGLE
KEYWORD TOOL
by Larry Kim
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KEYWORDS YOU EXPECT…
are there…
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+ 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
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CUSTOMER INSIGHT
GOOD CONTENT &
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IS YOUR CONTENT GOOD?
“CALL US” for a calculator
isn’t good content
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calculator
that doesn’t
stand-alone
is hard to
stand-out
STAND-OUT CONTENT
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ARE YOU BLOGGING?
WHY SHOULD YOU BLOG?
• industry news
• local news
• quirky facts
• events
• images & visuals
WHAT 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
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GOOD CONTENT EXAMPLES
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GOOD CONTENT EXAMPLES
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GOOD CONTENT EXAMPLES
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WHAT’S NEW IN
SEARCH…
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LESSON #1…
THE “NEW” BASICS
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search is
increasingly
local…
LESSON #1
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LOCAL = GOOGLE REVIEWS
& GOOGLE+
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LESSON #1 GAIN CONTROL
• some local you control
• some you don’t
demands fresh
attention
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REVIEWS: NOT JUST FOR YELP
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WHAT ARE THEY SAYING?
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ARE YOU ENCOURAGING REVIEWS?
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ARE YOU RESPONDING?
…because you
can.
…if you verified
your Google+ listing.
you verified, right?
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YES, GOOGLE SUCKS…
responses don’t always appear:
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THEGOOGLE
CAROUSEL
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VISITORS MAY NEVER CLICK OFF
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…ignore
Google+Local
& you could
lose HALF of
the page.
LESSON #1G+ YOU
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LESSON #2…
SEARCH IS PERSONAL & SOCIAL
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THERE ARE NO “NORMAL” RESULTS
where you are:
LOCAL / LOCATION
who you are:
PERSONAL
who you know:
SOCIAL
INFLUENCE RANKINGS
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NORMAL vs. PERSONALIZED
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GOOGLE+ IMPACTS ADS,TOO…
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SOCIAL SIGNALS IN SEARCH
• used by Google & Bing in various ways
• lots of experimentinghappening
• growing in importance
SO
BE
SOCIAL
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LESSON #3…ENTITY SEARCH
PEOPLE, PLACES & THINGS
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WHAT“ENTITY SEARCH”
MEANS
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THE “STRUCTURED” SEARCH ERA
people
places
things
companies
facts
Google:
Knowledge Graph
Bing:
Snapshots & Satori
…search engines are learning to
link pages to:
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ALGORITHMS & ANIMALS
…“Hummingbird” is
Google’s newest
pet…created to
better tap into
structured data &
other signals
…pandas, penguins,
& hummingbirds…
OH MY!
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KNOWLEDGE GRAPH
Knowledge Graph
Authorship &
Authority Rank
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APPLYING CONTEXT
…social
connections &
brand
reputation
adds context
…relationships
replace
hyperlinks
…but links are
still very
important
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TO THRIVE IN THE WORLD OF ENTITY
SEARCH –
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STRUCTURED DATA & MARKUP
rel=author
• Used for bloggers & subject matter experts – PEOPLE
rel=publisher
• Used for media publications & organizations – NOT PEOPLE
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
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SAMPLE SCHEMAS YOU CAN USE
• local business
• business hours
• place
• map
• postal address
• geo-coordinates
• customer reviews
• customer ratings
• image object
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MARKUP IN ACTION
data-vocabulary.org/Rating
SCHEMA.ORG/REVIEW
OPEN GRAPH PROTOCOL, RDFa & SCHEMA
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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
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LESSON #4...
SEARCH IS MOBILE
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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
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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
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READY FOR CLICK-TO-CALL?
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WHAT MOBILE VISTORS WANT
GOOGLE SURVEY
REVEALS
WHAT USERS WANT
FROM MOBILE SITES
by Greg Sterling
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NEED TO KNOW MORE
ABOUT SEARCH?
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SEO IN ONE SLIDE…
PERIODIC TABLE OF SEO ELEMENTS & GUIDE TO SEO
searchengineland.com/seotable
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TAKEAWAYSKNOW 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
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KEEP UP TO SPEED:
@marketingland
+MarketingLand
facebook.com/marketingland
@sengineland
+SearchEngineLand
facebook.com/searchengineland