The document discusses current and future trends in search engine optimization (SEO) and social media. It notes that SEO requires connecting search intent to site content based on location, behavior, and platform. Future SEO opportunities include hyper-local targeting within stores, zip codes, and events. Brands need to identify who their audiences are, where they are located, when they search, and what they search for, and then create and connect relevant content. The document emphasizes that authoritative content and topic experts will be most influential in SEO and social media. It advises brands to identify, grow, encourage, find, promote, hire, engage, build, and empower authorities on their topics.

1. One Step Ahead
Hottest Search Trends &
How to Maximize Opportunities
Grant Simmons
Dir. SEO & Social Media Product
The Search Agency

2. Search Engine Optimization
SEO
It’s about the user, stupid.
Not the stupid user.
Search Engines are the
*most* discriminating of users!
@simmonet

3. Current Future SEO
Connect Search Intent to Site Content
With Context of:
• Location
• Behavior
• Platform
@simmonet

4. Future SEO
New Locations
Hyper GEO Target
• Inside Stores
• ZIP Codes
• Events / Venues
@simmonet

5. Future SEO
New Behavior
• New queries
• More personalization
• When Searching
• Where / how searching
“Search Everywhere Optimization”
@simmonet

6. Future SEO
New Platforms
• Mobile
• Wearable
• Smart vehicles
• Appliances etc.
@simmonet

7. What to Do?
@simmonet

8. Brands Need to…
Identify:
• Who?
• Where?
• When?
• What?
Create & Connect
@simmonet

9. Current Future SEO + Social
Content is King
Authority Content is Kingier
Authorities are:
• Known
• Credible
• Topic Experts
@simmonet

10. Future SEO + Social
Getting Known
Google “web of people”
Google+ +
@simmonet

11. Future SEO + Social
Building Credibility
• Reviews, news, views…
• Authors of content
• Broadcasters
• Social Amplification
Create Engagement
@simmonet

12. Future SEO + Social
Recognized Topic Experts
Focused Consistency
• Links
• Social Love
• Associations / Citations
“Digital Footprint”
@simmonet

13. Future SEO + Social
“
o”
We’re (Google) doing a better job
of detecting when someoneis sort
of anauthorityin a specificspace…
and trying to make sure that those
rank a little more highly if you’re
some sort of authority…”
@simmonet
Matt Cutts – Google Engineer

14. What to Do?
@simmonet

15. Brands Need to…
Identify, Grow,
Encourage, Find,
Promote, Hire,
Engage, Build,
and / or Empower
Authorities
@simmonet

16. SEO / Social Prognostications
Crowd Source the Last Slide
Thoughts?
@simmonet

17. One Step Ahead
Hottest Search Trends &
How to Maximize Opportunities
Grant Simmons
Dir. SEO & Social Media Product
The Search Agency