When Search Marketing Goes Wearable: Strategies to Dominate! By Casey Markee

#SMX #12C2 @MediaWyse


Who is this Casey guy? •  Head of SEO Support for SEN •  Founder of Digital Agency Media Wyse •  Author of 400+ SEO & SMO articles •  16+ years actual working SEO Experience •  Trained SEO teams on five continents •  Co-Author of the “Unfair Advantage Guide

to Winning the Search Engine Wars” •  Contributor to “The Web Untangled: The

Handbook for Building an Online Business” •  Rabid Bacon & Craft Beer Aficionado


§  Wearables Market Overview

§  Wearables SEO Focus Areas

§  Voice Search Domination

§  Hyperlocal Targeting

§  Mobile User Optimization

§  Law of Wearables Success

What will we Learn Today?


Wearables Market Overview


It was Nice while it Lasted!


Apple is the New King of the Wearables Market!


7 Million Apple Watches Sold for $5+ Billion in Revenue. Most Successful

Product to Date!

…And with a hefty profit margin of 60%+


Global Smartwatch Shipments will reach 40+ Million Units in 2015!


By 2018, Smartwatches alone will move 91.6 Million Units!


As SEOs we MUST target our client’s audiences on these platforms!


3 Focus Areas of Wearables SEO


#1. Voice Search Domination!


Get to Know Conversational Search! Apple Siri, MSN Cortana, and Google Now


There is no Browser on the Apple Watch!


§  Siri loves Yelp. The more reviews

the better. §  Cortana loves Foursquare. Uses

tons of location data. §  Both use Bing. Get in there

optimize for organic rankings. §  Both love natural language. Ask

queries of your content.

What Powers Siri & Cortana?


There is no Browser on Android Wear!


Get to Know the Knowledge Vault!


How do we CRACK the Knowledge Vault?


Four “Trusted” Sources: §  Wikipedia §  Freebase Wikidata §  Google+ §  Schema

By Optimizing for the Knowledge Graph!


Generate a GREAT Title. Use Natural Language and Ask & Answer Questions

with your Content!


Optimize your Knowledge Panel


Optimize your Knowledge Panel

bit.ly/kgraph-optimization


Watch Rand’s Kick-Ass Whiteboard!

bit.ly/knowledge-whiteboard


#2. Hyperlocal Targeting


Wearables SEO = “Convenience Marketing”

“Delivering a personalized marketing message for a product or service in real-time to a target consumer exactly when they need it!”

- Casey Markee


How do you do this? With Beacons!


“Beacon technology is a location-aware low-cost transmitter that uses Bluetooth and geo-fencing to provide apps a new

level of micro-location awareness” - Wikipedia


In Short: Beacons are Bad-Ass!


There will be 4.5 Million Beacons installed in the US by 2018!


Case Study: Marsh Supermarkets (IN)

bit.ly/ibeacons-101


#3. Mobile User Optimization


The Future for Mobile is all about the “Digital Concierge”


Right now you can say “where’s the nearest gas station” and wearables will navigate you there via haptic nudges of

various vibration!


You will ask a “yes or no question” and the wearable will answer you via haptic

nudges of various vibration!


Embrace “Glanceable Marketing!”


Build Apps that Provide Value!


§  What is the optimal context and timing for my service? §  How does it depend not only on location and buying

stage, but on time of day, proximity to other resources, activity, or mood?

§  How do my messages look?

§  Does my app provide a “just-in-time” benefit?

Digital Marketers need to be Asking:


The Law of Wearables Success


“In order to be successful, any given piece of wearable technology has to be useful the entire time it’s on your body.”

– Niley Patel, The Verge


THANK YOU!


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When Search Marketing Goes Wearable: Strategies to Dominate! By Casey Markee

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