Review of the impact of markup in today's intelligent services, how this is impacting consumer behavior and a new opportunity in the search industry to forge a career path at senior levels. Presentation used at BrightonSEO in 2017.

1. Markup, User
Driven Change
and Your Future

2. Who Am I?

3. Friendship v.
Fanship
Engagement v.
Push
Source: Youtube 2016
Influentials Shifting, Celebs Losing Ground

4. What else do you need
to be more aware of?
Major Shake Ups in our Midst

5. • If this isn’t your current #1
planned for investment, you’re
losing
• 73% of kids 8 – 15 have a smartphone (63% have a tablet)
• 80% download online content (despite parents controlling money)
• 91% have a smartphone, not an “ancient” handset (their word)
• 30% have an iPod; 22% have an MP3 player (WTH is that?!)
• 82% say parents pay the bills, 13% say they pay
• Seeing investments across the
board in Assistants and AI
• Apps have taken over,
consuming 50% of our time on
devices
Mobile

6. • With phone subscriber growth
stagnating, carriers will look to
alternative sources of revenue,
including connected cars,
tablets, and IoT devices, to
drive growth.
•More than 50% of all
web traffic is via mobile
today
Mobile

7. Growth in “Near Me” searches is
flattening as it becomes assumed.
28%of location searches result in a purchase
76%of people who use location search visit a
business within one day
Total Location Search Users
Think With Google, 2016
Location Search Is Exploding — And Denotes Extreme Intent

8. 100+ Attributes
Name
Sublocality
Categories
City
State
Address
Display Address
Logo
Emails
Website
Main Phone
Mobile Phone
Call to Action
Fax
Year Established
Twitter Handle
Facebook Page
Bios
Events
MenuProducts
Brands
Closed Flag
Call to
Action URL
Latitude
Longitude
Address Visible
Suite
Postal
Code
Country Payment
Methods
Website
Display URL
Specialties
Keywords
Languages
Associations
Attribution
Logo
Alternate
Phone
Additional
Hours
Text
Toll-free
NumberBusiness
Hours
Holiday
Hours
Photos
Description
YouTube
Video URLs

9. Voice Search
• Amazon Echo, Cortana, Harmon Invoke, GAssistant, Siri,
Apple Home – all seeing significant investments
• Voice control functionality will lead GenZ to fully embrace
voice search - it's about being familiar with how to use
technology.
• Context will influence content even more. Forcing businesses
to learn new ways to be relevant. It's going to be important
as coming generations are moved away from infinite choices
and towards a select few, proven, reliable results.

10. Google Home/Assistant
• Newest assistant on ~60% of
Android phones
• Home is as good as the parts of
the Google ecosystem
• Hardware is very good – looks,
quality, sound and microphone
are all good
• Still cannot manage multiple
calendars easily
• Third-party Actions are a mixed
bag
• Shopping is expanding, but
limited
Voice Search
Amazon Echo
• Excellent voice control interface
• Great design
• Easy linking to a Prime account
• Shopping is like wishing for a
product
• Limited to product ecosystem
• No mapping ability, so no traffic
updates
• Third-party Skills are a mixed bag
• Not easy to get started with
Cortana
• No hardware
• Exists as an app for phones
and computers
• Very intelligent and easy to
engage with
• Limited usage due to
market share issues for
Microsoft mobile devices
Siri
• Apple retains ability to
filter outputs tailored to
their own product
needs/desires
• Current gen much better at
voice recognition
• Yet still needs to work out
accents, and dialects
• Great at opening apps,
which may be all that’s
needed

11. • Keyword Research - focus on
long-tail, conversational queries
• Build detailed answers
• Mark-up your content
• Make sure your entire website is
clean and accessible
• Mobile friendly matters
• Secure your site - move to
HTTPS
6 Tactics To Compete in Voice Search
Be Useful

12. • HTTPS will be the next
“mobile” shift for us
• No inherent “reward” for
being HTTPS
• Larger domains still haven’t
shifted
• Takes time; is tricky
• Watch for a hockey stick on
the graph as big brands
move over
Secure
Dr. Pete’s projection of Google Page 1 organic results that are
HTTPS based on 2 studies separated by 9 months.

13. To win:
• Markup
• Digitize
products
• Again with
mobile
friendly
• Again with
HTTPS
Augmented Reality

14. • Loyalty programs free of attachments
• No fees, restrictions or minimums
• Rewards for social media
engagement
• Retweets, shares, pins, likes
generate reward points
• Amplifying their CSR
• Getting caught being a good
community member – effective PR,
not window dressing
• Blending programs – seo, ppc, social
all working to communicate the same
campaign message
Tactics of Successful Brands

15. • YouTube
• You cannot afford to skip this in your mix
• Quality doesn’t need to be perfect
• Usefulness of content matters
• Markup, Mobile, Usability, HTTPS
• Get these implemented & close to perfected
• Reviews matter, so engage & manage
• Customer Journey
• Legitimate personas, consumer pathway
tracking & analysis, anticipate needs
A good player skates to where the
puck is.
A great player skates to where the
puck is going to be.
More Tactics That Matter

16. Digital Knowledge Manager
• Digital Knowledge Manager should be a senior-level position and
will be truly cross-functional They will need to have a deep, varied
career that has spanned many, if not all, of the traditional core
digital marketing competencies and they need to be able to speak
to everyone in your company in their own language: executives, IT,
marketers, store operations, designers, etc.
In addition to being a skilled negotiator, the Digital Knowledge
Manager will be adept at persuasion as much of their time will be
invested in convincing different groups to take on specific tasks and
execute on part of a plan that fits into a larger picture. They need
to be an expert to obtain buy-in across all groups, each of which
will have their own discrete goals.
Wrapping up – Your Career
5 Essential Skills in a Successful Digital
Knowledge Manager
Investigator – find your current assets and what
users seek
Negotiator – arbitrate source conflicts; convince
others to help with the work
Communicator – share knowledge, create
excitement, build understanding
Thinker – predict future changes
Builder – people and processes to execute
effectively
You want to grow? This is your future:

17. Thank you for your time.