On Feb 27, 2013 SEO.com held a webinar titled "Best Practices and Trends for Online Marketing in 2013" This is the slide deck from the webinar

2. DARIN “DOC”
BERNTSON
SENIOR COMMUNITY MANAGER

3. WE‟RE RECORDING
TODAY‟S PRESENTATION
SO SIT BACK AND ENJOY THE WEBINAR

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6. SPECIAL GUEST PRESENTER
ELISABETH
OSMELOSKI
EXECUTIVE FEATURES EDITOR

7. Organic SEO & Social Search

8. SEO still greatly misunderstood in „the real
world‟ – only reference for it is “spam” or
bad tactics, not solid best practices and
sustainable marketing strategies.
SEO fundamentally means understanding:
• How people search
• Where people search
• What to do to make your site/product
appear in search listings

9. SEO & The Informed Webmaster

10. Webmaster Tools from Bing &
Google telling us more than ever…
Google sends approximately “hundreds of
thousands” of messages each month to
webmasters. - 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

11. Schema & Structured Data

12. Structured Markup helps users find
answers quickly
Search engines want to give direct,
correct answers
Google‟s WYSIWYG
Data Highlighting /
Tag Tool:
Useful for event calendars

13. Google‟s Knowledge Graph
seeks to provide direct
answers…
… but Google doesn‟t “know”
anything it doesn‟t learn from
the Web

14. Social Search – Google+ YOU?

15. Source: Google+ Hits 135mm “In Stream” users

16. Social Search – Facebook
Graph Search

17. • Facebook Graph Search
seeks to mirror our
behaviors, to index personal
preferences, make our
minds searchable
• Social signals are more
democratic than links as
votes
• Likes ARE votes within
Facebook’s Graph Search

18. Do your friends & family
really know best?
Search + Social = Discovery

19. Content Marketing:
It‟s Not New Or Shiny

20. History of Content Marketing
Content Marketing Institute
If your business hasn‟t been creating “content” all
along, 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

21. 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

22. Content Promotion, PR & Links
Package Delivery System:
• Social Media Shares
• Traditional Media
• Integrated PR
• Establish Authority
• Engage Community

23. Authorship + Authority

24. Publishers Need To Be
Better Marketers

25. Measure content reach, performance through a variety of lenses.

26. Publishers Need To Produce
Best Content

27. source: Google Panda Two Years Later: Losers Still Losing & One Real Recovery

28. Publishers Need To Be Better
At SEO

29. MotorTrend recovers
from being
Panda-lized,
Business.com has
mixed results
source: Google Panda Two Years Later: Losers Still Losing & One Real Recovery

30. 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

31. 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

32. Facebook Custom Audiences
Direct 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

33. Earned & Paid Social Media
Community Counts
• Who‟s paying for
followers & fans?
Prioritizing Platforms
• Oreo‟s triple dip:
• Instagram
• Twitter
• Facebook

34. Local Search
Google+ 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

35. Google+ Places

36. Mobile Marketing
•Searching everywhere, 24/7
• Showrooming
• Do Tablets = Desktop?
• Mobile still is unique
• Abandonment an issue
• Apps, voice searching a factor

37. 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

38. Mobile Marketing
Device & OS Wars

39. 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?

40. Converting Clicks to Customers

41. 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 Resurgence
marketing automation decisions that have cross-functional implications
•automation outlay could approach 10% of marketing's discretionary
• Once you have them, don‟t
budget 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 to
50:50 by 2014
- IDC Chief Marketing Officer predictions for 2013

42. Measuring Real Results
Privacy Issues Raise Eyebrows
for 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

43. Life in a Not Provided World
• Will it ever reach 100%?
• Can We Get This Data Back?

44. 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

45. THANK YOU
ELISABETH
OSMELOSKI
EXECUTIVE FEATURES EDITOR
Follow @elisabethos on Twitter

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48. We Will Be Discussing
OUR NEXT Google+
WEBINAR Registration Details
Coming Soon
March 21, 2013
11AM MST / 1PM EST
Special Guest
Tim Moore
CEO at CrushIQ

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