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SEO still greatly misunderstood in „the realworld‟ – only reference for it is “spam” orbad tactics, not solid best practices andsustainable marketing strategies. SEO fundamentally means understanding: • How people search • Where people search • What to do to make your site/product appear in search listings
Webmaster Tools from Bing &Google telling us more than ever…Google sends approximately “hundreds ofthousands” of messages each month towebmasters. - Matt Cutts, February 2013 • 90% of those messages are black hat related • 4% are notifications of content that have little or no value add • 3% are hacking notifications • 2% are about link buying • 1% are about link selling
• Facebook Graph Searchseeks to mirror ourbehaviors, to index personalpreferences, make ourminds searchable• Social signals are moredemocratic than links asvotes• Likes ARE votes withinFacebook’s Graph Search
Do your friends & family really know best? Search + Social = Discovery
History of Content Marketing Content Marketing InstituteIf your business hasn‟t been creating “content” allalong, what have you been doing?•Print/Digital catalogs•Product packaging•Whitepapers•Video content•Audio content•Presentation decks•PDF brochures•Press releases•Guest articles•Expert interviews•Mobile apps•Mobile games•Reviews & Testimonials
Content Marketing = Regifting Re-packaging content for specific audiences: • Website pages • Blog posts • Tweets • Facebook Status updates • Other social profiles/activities • Coupons & deal creation • Photos • Illustrations / Visuals • Infographics
Content Promotion, PR & LinksPackage Delivery System: • Social Media Shares • Traditional Media • Integrated PR • Establish Authority • Engage Community
MotorTrend recovers from being Panda-lized,Business.com has mixed results source: Google Panda Two Years Later: Losers Still Losing & One Real Recovery
Search & Display Advertising Typical Search Retargeting Strategies • Current PPC keyword list (usually covers all product and category terms) • Head terms that have been optimized out of general campaigns because of CPC • SEO “wishlist” keyword terms • Competitor brand and product terms
Facebook Exchange (FBX) • 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
Facebook Custom AudiencesDirect User Match Targeted Creative• FB ID • Promote content• Email address • Custom offers –• Phone Number demographic, interests• 50-95% match rates • Mobile targeting Facebook‟s most powerful marketing tool? Targeted repeat customers with offers for Aria, Luxor, MGM Grand and Mirage hotels. Reportedly saw a 5X return on ad spend
Local SearchGoogle+ Local = • 25% of Yelp‟s local ads were shown on mobile devices • Yelp mobile app was used on ~9.2mm mobile devices / mo. avg • Over 36mm reviews, 100mm monthly unique users • Active local biz accounts grew 68% YOY to almost 40K total • 61% of photos uploaded via mobile • 46% of total Yelp search query volume via mobile devices - source: MarketingLand.com
Mobile Marketing •Searching everywhere, 24/7 • Showrooming • Do Tablets = Desktop? • Mobile still is unique • Abandonment an issue • Apps, voice searching a factor
Check-in Here, Not There? • 18% of U.S. smartphone owners are using geosocial services to check in to certain places and share their location with friends, up from 12% in 2011. (Pew Research Center Internet & American Life Project, May 2012) FTC Has Mobile Privacy Concerns • Do Not Track? • Recommendations for • platforms/providers • app developers • ad networks
Mobile SEO Native Apps –Do You Need One? • If small screens (smartphones) used more… • is there volume of queries? • What‟s the goal? • mobile keyword research tips • A phone call? • A purchase? • A walk-in customer?
Conversion Begins At Targeting • Where did you find your users? Testing & Tuning • Optimize Conv. Rate! Loyalty Marketing• the CIO will become more actively involved with the CMO in all Resurgencemarketing automation decisions that have cross-functional implications•automation outlay could approach 10% of marketings discretionary • Once you have them, don‟tbudget in 2013, with 2/3 of total outlay coming from marketing and one- let go!third coming from IT; for "best practice" organizations, this will shift to50:50 by 2014- IDC Chief Marketing Officer predictions for 2013
Measuring Real ResultsPrivacy Issues Raise Eyebrowsfor digital marketers, it means: Might not know how customers found you Might not know if customers are new Might not know where customers have been Might have less ability to target inherent targeting through keywords remains Might have less ability to track conversions
Life in a Not Provided World • Will it ever reach 100%? • Can We Get This Data Back?
3 Things To Watch Closely 1. Bing Search Growth? 2. Rise of FB Graph Search: • Entertainment – Movies, TV & Music • Restaurants • Travel – hotels & activities 3. Mobile Search Behaviors
THANK YOU ELISABETH OSMELOSKIEXECUTIVE FEATURES EDITORFollow @elisabethos on Twitter
DOWNLOAD OUR LATEST EBOOK FOR FREE! http://bit.ly/Pinterest10stepLearn how to drive traffic to your Website and increase sales Through Pinterest marketing
We Will Be Discussing OUR NEXT Google+ WEBINAR Registration Details Coming Soon March 21, 201311AM MST / 1PM EST Special Guest Tim Moore CEO at CrushIQ
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THANK YOU FOR ATTENDING Any questions or comments please connect: email@example.com @iGoByDochttp://www.linkedin.com/in/igobydoc/ @SEOcom