2015 web marketing trends
TRANSCRIPT
GROUPKARCHERTHE
+ 2015 WEB MARKETING TRENDS
WELCOME!• @JonDulac, @KarcherGroup
• Sr. Online Marketing Strategist
•tkg.com/breakfast-bootcamp
TopSearch Engines
+ Search Engines
• comScore monthly report
• U.S. based searches
• Google, Bing, Yahoo, Ask, AOL
+ Google Results
• Google has 64% of the market
• Down 3% from last year
+ Bing Results
• Bing has 20% of the market
• Up 3% from last year
+ Other Results
• Yahoo has 13% of the market
• Ask has 2%
• AOL has 1%
+ What Does It Mean?
• Google is still the top dog
• Don’t ignore Bing
• Open Bing WebMaster Tools Account
• Advertise on Bing
SearchVolume Trends
+ U.S. Search Volume
• comScore monthly report
• Google, Bing, Yahoo, etc
+ January Results
• 2015: 18.722 billion
• 2014: 19.561 billion
• 2013: 19.484 billion
• 2012: 17.804 billion
• 2011: 16.950 billion
+ What Does It Mean?
• Search engines are smarter
• Blue Jeans / Jeans Blue
• Misspelling is okay
+ Knowledge Graph
• Google Knowledge Graph
• Answers common questions
• Definitions from Wikipedia
• Map with Location
• Business phone number
• Dates of holidays
+ What Does It Mean?
• Results are custom tailored
• Location
• Search history
• Logging in
Mobile FriendlyOR ELSE!
+ Google Algorithm Update
• April 21, 2015
• Non-mobile friendly sites penalty
+ What Can You Do?
• Short term – test your site
• Long term – responsive site
• google.com/webmasters/tools/mobile-friendly
The Fall ofLink Building
+ Link Building
• Campaigns for inbound links
• Used to determine online authority
• February 13, 2015
• Google WebMaster Analyst says…
+ Google Says…
• In general, I’d try to avoid [focusing
on link building]…
• …only focusing on links is probably
going to cause more problems for your
web site...
+ Bad Link Building
• Bartering for links
• Buying links
• Planting links in blog comments
+ Now What?
• Audit existing inbound link
• Google WebMaster Tools (free)
• Majestic SEO
• Raven Tools
• Create good content!
SEO-basedContent
+ Review Inbound Info
• Comments in forms
• Internal site search
• Call tracking recordings
• Ask your sales team
+ Ask Search Engines
• Auto suggest results
• Bing
+ Review Your Competitors
• SEMrush.com for landing pages
• Search for your keywords
• Then…
+ 1-Up Them
• Top 5 List
• Trends article from 2014
• Definitions page
Share YourContent
+ Social Sharing Tips
• Pay to promote
• Post more than once
• Include an image
• Link to your website
+ Your Own Website
• Internal links
• Homepage banner
• Blog post
+ Email Marketing
• Dedicated message
• Summarize in an eNewsletter
+ Share Buttons
• Social media sharing
• Email to a friend
• ShareThis.com
Evolution ofGoogle+
+ Google+ Is Changing
• March 1, 2015
• New leadership
• New name “Google Photos & Streams”
• Profiles will persist
• Stream “wall” is in flux
Questions?• tkg.com/breakfast-bootcamp
• Learn more at our blog - TKgenius.com
• @JonDulac, @KarcherGroup