Paid ads, niche directories, content on 3rd party sites, and social marketing will make up the search landscape in 2016. Find out exactly how to build a better presence in 2016.

1. Search Marketing in 2016
DEVELOPING A MULTI CHANNEL SEARCH PRESENCE
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2. Let’s Discuss
1.) Changes in the Search Landscape of Google
2.) Ways to diversify your presence within
Google search results.
3.)Search traffic searches outside of traditional
Google searches
4.)What your 2016 digital marketing strategies
should include.
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3. Analyzing SERPs for Your KWs
SEO “Packages” have been plaguing the industry for years.
Over time they have gotten much less effective but, the
average consumer is often not aware of this.
As Google continues to focus on improving their SERPs,
search marketers must be able to identify which
properties or content types are ranking for their target
KWs and develop custom strategies to “feed” Google the
content is loves for your KWs.
So long as links are a primary ranking factor you will see
websites ranking where they don’t really fit, which means
that a solid link building strategy combined with an
understanding of what Google actually wants to show is
going to lead to longer lasting placements and quicker
ranking times.
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4. Paid Search & Local Business
Google is currently testing a new paid
search layout, “Locksmiths in San
Francisco” is a trigger phrase for this test.
What makes this concerning to SEOs is the
fact that these ads consume a lot of space
above the fold.
This could dramatically increase the CTRs
for paid ads and turn localized searches
into a “pay to play” environment.
If you are marketing a local business and
these ads make the cut, be prepared to
include paid search into your strategy.
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5. Content Marketing
As you know, content is a crucial component of a solid SEO strategy.
The problem is that many of us think of written text when we here
content. As we move into the future, the growing desire to for
similar content available in various formats is going to continue to
increase. When developing your content strategy, allocate time and
funds for:
•Podcast
•Webinars
•Infographic/Image Content
•Training/Educational Slide Decks
•In Person Networking/Training Events
•Interactive Content and Content Platforms
•Training/Promotional Videos
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6. YouTube and Search
YT is the 2nd largest search engine,
averaging over 3 billion searches per
month. Even better, YT videos can be
ranked in Google as well.
“How To” and other information searches
are prevalent on YT and as you know,
having a “first touch” with consumers
during the learning phase builds credibility
that carries over into the buying phase.
If you do not have a video marketing
strategy in place, now is the time to
develop and implement one.
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7. Mobile Apps and Search
Deep Linking allows for better indexation of and
interaction which mobile apps.
When properly formatted, those searching form
phones or tablets will be prompted to download
the app for an improved UX.
Deep linking is the app version of URL structure.
Google can index links to specific segments of
your app, allowing them to connect you will
those searching for a specific feature or function.
Analytics programs will allow you to measure
app engagement from search and how users
behave, giving you better insight and cross
device monitoring capabilities.
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8. Online Shoppers & Amazon
Amazon is the starting point for 44% of
consumers searching for a product
according to a 2015 survey.
This means that if you are in the
ecommerce space, you need to develop a
presence on Amazon.
As with YT videos, Amazon listings can also
rank well in Google search, giving you
another opportunity for increase exposure.
When setting up new campaigns,
remember to check the current SERPs to
find out if Amazon pages are ranking for
your KWs
Source: Marketing Land
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9. Key Takeaways
1.) Every strategy should start with an analysis of the current SERPs for each of your desired
keywords to determine what Google “loves” for your KW targets.
2.) Be prepared to integrate paid search strategies, especially in localized searches.
3.) Increase those willing to listen to your story by offering easily consumable content in a
variety of formats.
4.) Change is constant, diversifying your traffic sources through YT and Amazon are two good
ways to ensure continual growth during SERPs shakeups.
5.) Setup tracking systems that allow you to segment and understand where your traffic comes
from and how their behavior differs based upon source of origin.
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10. Questions?
Travis Bliffen
Stellarseo.com
info@stellarseo.com
Twitter: @theseoproz
STELLARSEO.COM | TWITTER: @THESEOPROZ