The Future of Search

D I G I T A L M A R K E T I N G#DigitalTrends2013

#DigitalTrends2013 D I G I T A L M A R K E T I N G

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About Me:  

Digital Director at e-Strategy 15 Years in Digital Marketing Qualified Google Professional Passionate about Digital  

D I G I T A L M A R K E T I N G#DigitalTrends2013

What’s Changed?

Digital Marketing Topics 1/ 2/ Rankings – Do they matter?

3/ Content, Content, Content

4/ Social Signals

5/ Authority Matters

Social Integration 6/ 7/ The User Experience

8/ Are You Responsive?

9/ The Rise of Paid Search

10/ What Works (and what doesn’t)!

D I G I T A L M A R K E T I N G#DigitalTrends2013

Traditional SEO tactics largely diminished in value SEO is less tactics, more strategy Integrated into broader marketing and communications activity Emphasis on brand development & social media Focus on conversions, not rankings User experience matters

What’s Changed?

#DigitalTrends2013 D I G I T A L M A R K E T I N G

THE HOME IMPROVEMENT SPECIALISTS

RANKINGS - Do they matter? •  Important but determined by authority, location

and user history •  What you see is NOT necessarily what your

user sees! •  Does Google recognise you as a brand? •  Review your keyword strategy – is it working? •  Focus less on rankings and more on the actions

that drive conversions

D I G I T A L M A R K E T I N G#DigitalTrends2013

Telling stories is easy; getting them to scale is not! Add value to your target audience Content diversity (blogs, PR, video, infographics, images!) Seek user generated content Scale and share

Content, Content, Content

#DigitalTrends2013 D I G I T A L M A R K E T I N G

THE HOME IMPROVEMENT SPECIALISTS

D I G I T A L M A R K E T I N G#DigitalTrends2013

What is a social signal? •  Share, like, tweet, comment, +1 = user

engagement •  User engagement = brand awareness •  Google likes ‘brand awareness’! •  Incentivise and reward •  Encourage users to engage and provide the tools

to enable them to do so

Social Signals

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THE HOME IMPROVEMENT SPECIALISTS

#DigitalTrends2013 D I G I T A L M A R K E T I N G

THE HOME IMPROVEMENT SPECIALISTS

English Riviera 100 Campaign

219%Referring tra!c

Page engagement

219% 705%6,368302.6

1,998

37.6

Post impressions Engagement

Case study

Like IncreaseStart

End 10,903

6,1374,766

Entries

Subscribers 1321 (55%)

2409TOTAL NUMBER OF

More than

1.4Mpeople reached

Over

200socially assisted

conversions

YOU matter! It’s not just great content, it’s about authorship Google values great authors Great authors build brand awareness and audience engagement Leverage Google Authorship across all content that you write https://plus.google.com/authorship

Authority Matters

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D I G I T A L M A R K E T I N G#DigitalTrends2013

Social Integration Social sharing Give them reasons to follow Are your existing customers engaging with you? The customer journey (checkout, support emails, offers) Integrate social integration! (PR, offline, brochures, POS) Open Graph Protocol – control what your audience sees

D I G I T A L M A R K E T I N G#DigitalTrends2013

#DigitalTrends2013 D I G I T A L M A R K E T I N G

THE HOME IMPROVEMENT SPECIALISTS

Social footer examples

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Open graph protocol

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The User Experience

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Mobile is no longer optional Is your website responsive & cross-device compatible? Analyse web statistics to analyse your mobile visitor trends * Source: http://www.thinkwithgoogle.co.uk/

Are you responsive?

of people with a smart phone use it to access the web*  

31% of users have made a mobile purchase*  

93%

of users performed a search on a mobile device after seeing an offline ad*  

56%

#DigitalTrends2013 D I G I T A L M A R K E T I N G

THE HOME IMPROVEMENT SPECIALISTS

OPTIMAL VIEWING EXPERIENCE FOR YOUR DEVICE

•  Remarketing •  Affinity Segments •  Lightbox Ads •  Dynamic Search Ads

What’s New in PAID SEARCH

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Powerful Facebook AD TOOLS & F E A T U R E S

•  Ad Retargeting •  Custom Audiences •  Lookalike Audience

#DigitalTrends2013 D I G I T A L M A R K E T I N G

THE HOME IMPROVEMENT SPECIALISTS

D I G I T A L M A R K E T I N G#DigitalTrends2013

Custom Google Analytics Dashboards Monitor visitor usage trends Ensure goal and e-commerce tracking is in place Assign values to leads Analyse and evaluate Multi-channel tracking and attribution

WHAT WORKS (and what doesn’t)

UNDERSTANDING

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VISIT OUR WEBSITE AT www.e-strategy.net

Thank you