Learn about what's trending in marketing in this presentation by Kelly Ayres, SEO Manager at Stream Companies.

1. Digital Marketing Trends in 2014
December Webinar

2. Who you are talking
to
• Kelly Ayres
SEO Manager
Stream Companies
• Kelly.ayres@streamcompanies.com
• @streamcompanies
facebook.com/streamco
• http://streamcompanies.com

3. HASHTAG:
#streaminar
@kayellay
@streamcompanies

4. A Year in Review
What did we see in 2013 and what can we look forward to?

5. The Players
SEO
SEM
SOCIAL
MOBILE

6. 1
Search Engine Optimization
in 2013
GOOGLE HUMMINGBIRD UPDATE
2
RISE IN QUALITY CONTENT IMPORTANCE

8. Where Your Focus Should be in
2014
1
SOCIAL SIGNALS
2
3
4
CONTENT STRATEGY: ANSWERING YOUR
AUDIENCE
VISUAL SERPS
LOCAL

9. Social Signals and the Rise of
Google+ for SEO

10. Do +1’s Increase Your Rankings?
“Social signals were some of our highest
correlated factors, with Google+ edging out
Facebook and Twitter.”*
*Source: Moz Search Ranking Factors 2013

11. Google Authorship
“Within search results,
information tied to verified
online profiles will be ranked
higher than content without
such verification, which will
result in most users naturally
clicking on the top (verified)
results.*
*Source: The New Digital Age, Eric Schmidt and Jared Cohen

12. Google Authorship in 2014
If a user visits an article by an author and it seems like they’d be interested in
finding more articles by this author, when they click the “Back” button to return
to the results page, Google will show more results by that author.
*Source: Matt McGee, Search Engine Land

13. Content Strategy in 2014
1•
Hire for both writing and SEO
• Measuring your most valuable pages
• TOPICS > KEYWORDS
• Seek out high-quality partners for linking

14. Google Hummingbird:
Conversational Search

15. Answering the Audience
SEO i n 2013
How do I rank for this query?
SEO i n 2014
How can I best answer the user’s
question?

16. Visual Search
*Source: Page Traffic Buzz, 20 Captivating Digital Marketing Statistics for

17. The Power of Local
*Source: Page Traffic Buzz, 20 Captivating Digital Marketing Statistics for

19. Search Engine Marketing in
2013
1
RETARGETING CAMPAIGNS
2
ADS
PRODUCT LISTING

20. Search Engine Marketing: PPC
Trends in 2014
1
FULL CONVERSION VALUES
2
3
4
DYNAMIC ADVERTISING
DISPLAY SELECT NETWORKS Paid results
REMARKETING
*Source: MarketingProfs
account for
64.6% of clicks
for keyword
searches that
imply high

21. Cross-Device Conversion Insights
According to Google,
people make more than
40 million calls to
businesses each month
directly from its ads
Plans for the future: Adding more conversion types
PHONE CALLS
IN-STORE VISITS

22. Dynamic Ads
On a daily basis,
15 percent of
queries submitted
have never been
seen before by
Google's search
engine.*
*screenshot
of categories
function
*Source: CNET NEWS

23. Display Select Networks
GOOGLE’S
DISPLAY
NETWORK REACH
reaches
90%
online audience
of
includes
2 million
publisher sites
MAJOR COMPLAINTS FROM ADVERTISERS ABOUT DISPLAY TESTING IN
2013
Display networks don’t pull in direct response like search can
Some AdSense sites are poor quality
There aren’t enough targeting options

24. Facebook Exchange Integration
Screenshot
?

25. Remarketing
Screenshot
?

26. Social Trends in 2013
1
INTRODUCTION INTO IMAGE AND VIDEO
2
SOCIAL ADVERTISING
3
SOCIAL ON THE GO

27. Looking to 2014
1
AUDIENCE ENGAGEMENT
2
SOCIAL CONTENT STRATEGY
3
FACEBOOK’S TEENAGE WASTELAND

28. Social is a Necessity, Not a Luxury
THE BENEFITS OF SOCIAL IN 2014
IMPROVED SOCIAL SIGNALS
COMPANY BRANDING
IMPROVED BRAND AWARENESS
WORD-OF-MOUTH ADVERTISING
INCREASED CUSTOMER LOYALTY AND TRUST
IMPROVED AUDIENCE REACH AND INFLUENCE

29. Build a Community, Not a Brand
DETERMINE YOUR
AUDIENCE
FIND OUT WHAT
THEY’RE LOOKING FOR
OR TALKING ABOUT
WRITE ABOUT IT IN A
WAY THAT IS:
EDUCATIONAL
ENTERTAINING
INFORMATIVE

30. A Cohesive Content Plan
SOCIAL MEDIA
AUDIENCE BUILDING
RELATIONSHIP BUILDING & ASKING
LINK BUILDING
*Source: Page Traffic Buzz, 20 Captivating Digital Marketing Statistics for

31. Real-Time Engagement

32. Narrowing the Advertising Audience
Where Is Your Audience
& What Are They
Consuming?

33. The Mass Exodus of Teens from
Facebook WHERE ARE THEY
GOING?

34. Social You Can See
37% OF CONSUMER
MEDIA CONSUMPTION
ALREADY TAKES PLACE
ON MOBILE DEVICES.
*Source: Page Traffic Buzz, 20 Captivating Digital Marketing Statistics for
2014

35. Moving Towards Mobile
1
MOBILE’S SEARCH ALGORITHM
2
MOBILE RETARGETING

36. Ranking Factors for Mobile Sites
• FLASH
• HOMEPAGE ROUTING
• SITE SPEED
*Source: MarkIt Soultions, Digital Marketing Trends for 2014
*Source: Google
“To deliver the best
experience and keep
the visitor engaged,
our guidelines focus
on rendering some
content, known as the
above-the-fold
content, to users in
one second (or less)
while the rest of the
page continues to
load and render in the

37. Using Mobile Cookies to Target
Previous Customers
MAIN ISSUE:
LIMITED
SCALE
Settingcompatible
devices
represent
less than
20% of
devices in
the market

38. Thank you
Watch for the Replay!
twitter.com/streamcompanies
facebook.com/streamco
email:
Kelly.ayres@streamcompanies
twitter: @kayellay