The document discusses key trends in digital marketing and search engine optimization. It emphasizes that the basics of SEO have changed and focus is now on local search, personalized search using social signals, and entity search using structured data. Other important topics covered include the importance of reviews and Google+, using schemas to mark up content, and optimizing for mobile searches and users. The presentation provides examples and resources for keeping up with changes in search and digital marketing.

1. RACING
to keep up with the
of
DIGITAL MARKETING

2. Driving Sales Executive Summit
2013
keynote by
Danny Sullivan
@DannySullivan
founding editor, MarketingLand.com & SearchEngineLand.com

3. BACK TO BASICS…
…
because
the basics
have
changed
…

4. IT’S A NEW ERA…

5. BUYERS ARE BROWSING…

6. DO YOU KNOW
WHAT YOUR
CUSTOMERS WANT?

7. GOOGLE KNOWS…
…& will tell you
via the keyword
tool …
HOW TO USE THE GOOGLE
KEYWORD TOOL
by Larry Kim

9. KEYWORDS YOU EXPECT…
are there…

10. + 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

11. CUSTOMER INSIGHT
&
GOOD CONTENT

12. IS YOUR CONTENT GOOD?
“CALL US” for a calculator
isn’t good content

13. STAND-OUT CONTENT
calculator
that doesn’t
stand-alone
is hard to
stand-out

14. 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

15. GOOD CONTENT EXAMPLES

16. GOOD CONTENT EXAMPLES

17. GOOD CONTENT EXAMPLES

18. WHAT’S NEW
IN
SEARCH…

19. LESSON #1…
THE “NEW” BASICS

20. LESSON #1
search is
increasingly
local…

21. LOCAL =
GOOGLE REVIEWS
& GOOGLE+

22. LESSON #1
GAIN CONTROL
• some local you control
• some you don’t
demands fresh
attention

23. REVIEWS: NOT JUST FOR YELP

24. WHAT ARE THEY SAYING?

25. ARE YOU ENCOURAGING REVIEWS?

26. ARE YOU RESPONDING?
…because you
can.
…if you verified
your Google+ listing.
you verified,
right?

27. YES, GOOGLE SUCKS…
responses don’t always appear:

28. THE
GOOGLE
CAROUSEL

29. VISITORS MAY NEVER CLICK OFF

30. G+ YOU
LESSON
…ignore
Google+Local
& you could
lose HALF of
the page.
#1

31. LESSON #2…
SEARCH IS PERSONAL & SOCIAL

32. THERE ARE NO “NORMAL” RESULTS
where you
are:
LOCAL /
LOCATION
who you
are:
who you
know:
PERSONAL
SOCIAL
INFLUENCE RANKINGS

33. NORMAL vs. PERSONALIZED

34. GOOGLE+ IMPACTS ADS,TOO…

35. SOCIAL SIGNALS IN SEARCH
• used by Google &
Bing in various ways
• lots of
experimenting
happening
• growing in
importance
SO
BE
SOCIAL

36. LESSON #3…ENTITY SEARCH
PEOPLE, PLACES & THINGS

37. WHAT
“ENTITY SEARCH”
MEANS

38. THE “STRUCTURED” SEARCH ERA
…search engines are learning to
link pages to:
people
places
things
companies
facts
Google:
Knowledge Graph
Bing:
Snapshots & Satori

40. ALGORITHMS & ANIMALS
…pandas, penguins,
& hummingbirds…
OH MY!
…“Hummingbird” is
Google’s newest
pet…created to
better tap into
structured data &
other signals

41. KNOWLEDGE GRAPH
Authorship &
Authority Rank
Knowledge Graph

42. APPLYING CONTEXT
…social
connections &
brand
reputation
adds context
…relationships
replace
hyperlinks
…but links are
still very
important

43. TO THRIVE IN THE
WORLD OF ENTITY
SEARCH –

44. 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

45. SAMPLE SCHEMAS YOU CAN USE
• local business
• business hours
• place
• map
• postal address
• geo-coordinates
• customer reviews
• customer ratings
• image object

46. MARKUP IN ACTION
data-vocabulary.org/Rating
SCHEMA.ORG/REVIEW
OPEN GRAPH PROTOCOL,
RDFa & SCHEMA

47. 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

48. LESSON #4...
SEARCH IS MOBILE

49. 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

50. 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

51. READY FOR CLICK-TO-CALL?

52. WHAT MOBILE VISTORS WANT
GOOGLE SURVEY
REVEALS
WHAT USERS WANT
FROM MOBILE SITES
by Greg Sterling

53. NEED TO KNOW
MORE
ABOUT SEARCH?

54. SEO IN ONE SLIDE…
PERIODIC TABLE OF SEO
ELEMENTS & GUIDE TO SEO
searchengineland.com/seotable

55. 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

56. KEEP UP TO SPEED:
@marketingland
@sengineland
+MarketingLand
+SearchEngineLand
facebook.com/marketingland
facebook.com/searchengineland