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RACING
to keep up with the

of

DIGITAL MARKETING
Driving Sales Executive Summit
2013
keynote by
Danny 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
STAND-OUT CONTENT

calculator
that doesn’t
stand-alone
is hard to
stand-out
ARE YOU BLOGGING?
WHY 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

WHAT SHOULD YOU BLOG?
•
•
•
•
•

industry news
local news
quirky facts
events
images & visuals
GOOD CONTENT EXAMPLES
GOOD CONTENT EXAMPLES
GOOD CONTENT EXAMPLES
WHAT’S NEW
IN
SEARCH…
LESSON #1…

THE “NEW” BASICS
LESSON #1
search is
increasingly
local…
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:
THE
GOOGLE
CAROUSEL
VISITORS MAY NEVER CLICK OFF
G+ YOU
LESSON
…ignore
Google+Local
& you could
lose HALF of
the page.

#1
LESSON #2…

SEARCH IS PERSONAL & SOCIAL
THERE ARE NO “NORMAL” RESULTS

where you
are:
LOCAL /
LOCATION

who you
are:

who you
know:

PERSONAL

SOCIAL

INFLUENCE RANKINGS
NORMAL vs. PERSONALIZED
GOOGLE+ IMPACTS ADS,TOO…
SOCIAL SIGNALS IN SEARCH
• used by Google &
Bing in various ways
• lots of
experimenting
happening
• growing in
importance

SO

BE

SOCIAL
LESSON #3…ENTITY SEARCH

PEOPLE, PLACES & THINGS
WHAT
“ENTITY SEARCH”
MEANS
THE “STRUCTURED” SEARCH ERA
…search engines are learning to
link pages to:

people
places
things
companies
facts

Google:
Knowledge Graph
Bing:
Snapshots & Satori
ALGORITHMS & ANIMALS
…pandas, penguins,
& hummingbirds…
OH MY!
…“Hummingbird” is
Google’s newest
pet…created to
better tap into
structured data &
other signals
KNOWLEDGE GRAPH
Authorship &
Authority Rank

Knowledge Graph
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
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

rel=author
• Used for bloggers &
subject matter experts
– PEOPLE

rel=publisher
• Used for media
publications &
organizations – NOT
PEOPLE
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
TAKEAWAYS
KNOW 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

@sengineland

+MarketingLand

+SearchEngineLand

facebook.com/marketingland

facebook.com/searchengineland

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