Elisabeth (@elisabethos) is a veteran in the search engine marketing industry, having worked as an SEO consultant and search marketing analyst since 1999. As the Executive Features Editor for Search Engine Land, she is responsible for managing all editorial content from guest contributors and daily articles from expert columnists. To learn more about the Insight Summit Series please visit http://www.insightsummitseries.com

1. Elisabeth Osmeloski
Director of Audience Development

2. • Brand/agency
marketer, PR &
Journalism background
• In search industry since
1999
• Live in SLC, Utah
• President of SEO/SEM
professional association:
SLCSEM.org

3. … let’s lower your expectations first…

4. … maybe we’ll bust some myths…
 Is there such a
thing as a
“Google Killer” ?
 Is social media
> than search?
 Is all marketing
mobile now?

5. … you might think ‘search’ is limited …

6. … you might be 2/3rds right …
Google, Bing Both Gain Market
Share
• 18.3 billion
core searches in
February 2013
• Globally -
Google still
leads, but
Baidu, Yandex
growing

7. … but different devices & platforms …
Responsive design = seamless desktop, tablet/mobile experience

8. … also in the mix …

9. … at the end of the day …
we still…
we still get a list of results….

10. … for digital marketers, it means…
creating a content
strategy & total
digital experience
that delivers
the best content, at
the best time, in
the best format, to
the right audience.

13. RQR =
Recency,
Quality,
Relevancy

14. • Audience Targets
• Keyword Research
• Content Development +
Iteration
• Content Promotion
• Recycle & Reuse
• Measure Results

15. http://searchengineland.com/seotable

16. OPPORTUNITIES:
• Authority Rank
• Structured Data &
Semantic Markup
• Entity Search =
People, Places & Things
CHALLENGES:
• “Not Provided” data
• Algo-chasing
• Personalized Search
• Do Not Track

18. • Structured Markup helps
users find answers quickly
• Search engines want to
give direct, correct
answers
• Google’s WYSIWYG Data
Highlighting / Tag Tool:
• event calendars

19. Schema.org How To’s on Search Engine Land
Applications:
• Travel
• Restaurants
• Local Retail
• Events
• E-com
• Products
• Ratings
• Reviews
• Offers
• Services

20. • Rise in SERP
position
• Higher CTR, traffic
increase
• Reduced bounce
rates
• Improved long tail
conversions

21. Why Use FB OG?
• Control content
appearance in
social search
• Maximize
visibility in local
searches

22. Links!

23. • Google Webmaster Tools
• Bing Webmaster Tools
• Yoast Wordpress SEO Plugin
• Schema-Creator.org

25. How do you
choose with
limited time,
resources,
budget?

26. Social User Report: Women Trump Men Across All Social Platforms Except Twitter

27. • G+ is a must if you’re a local business
• News focused publishers driving results from G+

29. 15 Million pages
– businesses,
orgs, community
pages & fan
pages

32. The Big AdWords Update: Enhanced Campaigns Puts The
Focus On Mobile

34. • Real Time Bidding
(RTB)
• FBX potentially adds
25% to the real-time
media inventory
available
• Quality of user match
• Recency
• Look-a-likes & search-
a-likes

36. +SearchEngineLand
+MarketingLand
THANK YOU!
LET’S CONNECT:
facebook.com/searchengineland
facebook.com/marketingland