of DIGITAL MARKETING

RACINGto keep up with the

Driving Sales Executive Summit 2013

keynote byDanny Sullivan

@DannySullivan founding editor, MarketingLand.com & SearchEngineLand.com

BACK TO BASICS…

… because the basics have changed…

IT’S A NEW ERA…

BUYERS ARE BROWSING…

DO YOU KNOW WHAT YOUR

CUSTOMERS WANT?

GOOGLE KNOWS…

…& will tell you

via the keyword

tool …

HOW TO USE THE GOOGLE

KEYWORD TOOL

by Larry Kim

KEYWORDS YOU EXPECT…

are there…

+ MISSED OPPORTUNITY

…tapping into some opportunities means having content beyond what you’re selling…

& it has to be good, too!

car loan calculator

car payment calculator

car games

CUSTOMER INSIGHT

GOOD CONTENT &

IS YOUR CONTENT GOOD?

“CALL US” for a calculator

isn’t good content

calculator

that doesn’t

stand-alone

is hard to

stand-out

STAND-OUT CONTENT

ARE YOU BLOGGING?

WHY SHOULD YOU BLOG?

• industry news

• local news

• quirky facts

• events

• images & visuals

WHAT SHOULD YOU BLOG?

• blogging gives you voice, control, content to share

• a blog frees you from things your CMS can't do

• a format that corporate might not allow

• is the heart of great social content, helps search

GOOD CONTENT EXAMPLES

GOOD CONTENT EXAMPLES

GOOD CONTENT EXAMPLES

WHAT’S NEW IN

SEARCH…

LESSON #1…

THE “NEW” BASICS

search is

increasingly

local…

LESSON #1

LOCAL = GOOGLE REVIEWS

& GOOGLE+

LESSON #1 GAIN CONTROL

• some local you control

• some you don’t

demands fresh

attention

REVIEWS: NOT JUST FOR YELP

WHAT ARE THEY SAYING?

ARE YOU ENCOURAGING REVIEWS?

ARE YOU RESPONDING?

…because you

can.

…if you verified

your Google+ listing.

you verified, right?

YES, GOOGLE SUCKS…

responses don’t always appear:

THEGOOGLE

CAROUSEL

VISITORS MAY NEVER CLICK OFF

…ignore

Google+Local

& you could

lose HALF of

the page.

LESSON #1G+ YOU

LESSON #2…

SEARCH IS PERSONAL & SOCIAL

THERE ARE NO “NORMAL” RESULTS

where you are:

LOCAL / LOCATION

who you are:

PERSONAL

who you know:

SOCIAL

INFLUENCE RANKINGS

NORMAL vs. PERSONALIZED

GOOGLE+ IMPACTS ADS,TOO…

SOCIAL SIGNALS IN SEARCH

• used by Google & Bing in various ways

• lots of experimentinghappening

• growing in importance

SO

BE

SOCIAL

LESSON #3…ENTITY SEARCH

PEOPLE, PLACES & THINGS

WHAT“ENTITY SEARCH”

MEANS

THE “STRUCTURED” SEARCH ERA

people

places

things

companies

facts

Google:

Knowledge Graph

Bing:

Snapshots & Satori

…search engines are learning to

link pages to:

ALGORITHMS & ANIMALS

…“Hummingbird” is

Google’s newest

pet…created to

better tap into

structured data &

other signals

…pandas, penguins,

& hummingbirds…

OH MY!

KNOWLEDGE GRAPH

Knowledge Graph

Authorship &

Authority Rank

APPLYING CONTEXT

…social

connections &

brand

reputation

adds context

…relationships

replace

hyperlinks

…but links are

still very

important

TO THRIVE IN THE WORLD OF ENTITY

SEARCH –

STRUCTURED DATA & MARKUP

rel=author

• Used for bloggers & subject matter experts – PEOPLE

rel=publisher

• Used for media publications & organizations – NOT PEOPLE

schema.org & RDFa• widely accepted &

supported by major search engines

• tag business name/organization location, reviews, ratings, media objects & more…

• may be built into some CMS platforms

SAMPLE SCHEMAS YOU CAN USE

• local business

• business hours

• place

• map

• postal address

• geo-coordinates

• customer reviews

• customer ratings

• image object

MARKUP IN ACTION

data-vocabulary.org/Rating

SCHEMA.ORG/REVIEW

OPEN GRAPH PROTOCOL, RDFa & SCHEMA

SCHEMA RESOURCES

• Future SEO: Understanding Entity Search

• 13 Semantic Markup Tips For 2013: A Local SEO Checklist

• From Microdata & Schema To Rich Snippets: Markup For The Advanced SEO

• Why Local Retailers Should Be Using Open Graph Markup

• How To Get A 30% Increase In CTR With Structured Markup

LESSON #4...

SEARCH IS MOBILE

SEARCH IS 24/7

…we search all the time, even while on the move

Search Engine Land: Restaurant Chain Searches Leading Up To Valentine’s Day 2012

MOBILE SEO MATTERS, BUT

• you don’t need a mobile site to rank better, however…

• a site with problems for smartphone searches on Google may not rank as well

• it’s more about what happens after the mobile search…

THE DEFINITIVE GUIDE TO MOBILE SEO

by Vanessa Fox

READY FOR CLICK-TO-CALL?

WHAT MOBILE VISTORS WANT

GOOGLE SURVEY

REVEALS

WHAT USERS WANT

FROM MOBILE SITES

by Greg Sterling

NEED TO KNOW MORE

ABOUT SEARCH?

SEO IN ONE SLIDE…

PERIODIC TABLE OF SEO ELEMENTS & GUIDE TO SEO

searchengineland.com/seotable

TAKEAWAYSKNOW WHAT CUSTOMERS WANT & GIVE

TEHM CONTENT BEYOND SALES!

GOOGLE+ IS CRUCIAL FOR LOCAL SUCCESS IN GOOGLE

SOCIAL REINFORCES SEARCH, BE SOCIAL FOR SEARCH SUCCESS

THINK ABOUT USING STRUCTURED DATA & THE MOBILE VISITOR EXPERIENCE

KEEP UP TO SPEED:

@marketingland

+MarketingLand

facebook.com/marketingland

@sengineland

+SearchEngineLand

facebook.com/searchengineland