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Tecmark's presentation on Digital Marketing in 2015 - Power 50 Summit March 2014).
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DIGITAL MARKETING IN 2015
STACEY CAVANAGHHEAD OF SEARCH
TECMARK
@tecmark
@tecmark
9 MONTHS IN THE REAL WORLD…
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A LIFETIME IN THE DIGITAL MARKETING WORLD.
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£2.74 BILLION
FORECASTED ONLINE UK GAMBLING MARKET IN 2015
Source: http://www.gamblingdata.com/
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OnlineBrand
Success
Paid media
Ownedmedia
Earned media
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OWNED AND EARNED MEDIA
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OWNED& EARNEDSUCCESS
ContentMarketing
SEO Social
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WELCOME TO THE PARTICIPATION AGE
http://goo.gl/FlKUx5
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http://goo.gl/FlKUx5
CONTENT AND SOCIAL ARE ABOUT ENGAGING FANS
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http://goo.gl/FlKUx5
AND SEO IS ABOUT CONTENT AND SOCIAL…
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ORGANIC SEARCH VISIBILITY IN 2015
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CONTENT.
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CONTENT. BRANDING.
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CONTENT. BRANDING.MOBILE.
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CONTENT. BRANDING.MOBILE. SOCIAL.
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CONTENT. BRANDING.MOBILE. SOCIAL. USER EXPERIENCE.
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SOME THINGS WON’T BE MUCH DIFFERENT
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GOOGLE WILL STILL DOMINATE THE MARKET.
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THE GOALS OF SEARCH ENGINES WILL STILL BE THE SAME.
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SEARCH ENGINES ARE SMARTER
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IT’S HARDER TO MANIPULATE RESULTS
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AND THE FOCUS NOW IS ON BEING THE QUALITY RESULT.
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THE MODERN SEO TEAM
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2015 ESSENTIALS
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GET MOBILE
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NOT JUST AN APP.YOUR WEBSITE TOO.
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IF YOUR PHONE DOESN’T DISPLAY FLASH, GOOGLE WILL NOT SHOW FLASH SITES IN YOUR RESULTS.
Matt Cutts of Google at Pubcon in October 2013
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IF YOUR WEBSITE ROUTES ALL MOBILE TRAFFIC TO THE HOMEPAGE RATHER THAN THE INTERNAL PAGE THE USER WAS ATTEMPTING TO VISIT, IT WILL BE RANKED LOWER.
Matt Cutts of Google at Pubcon in October 2013
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IF YOUR SITE IS SLOW ON MOBILES, GOOGLE IS LESS LIKELY TO RANK IT.
Matt Cutts of Google at Pubcon in October 2013
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HAVING A MOBILE SITE IS JUST THE START.
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http://developers.google.com/speed/pagespeed/insights
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ON 19TH MARCH 2014, UX RECOMMENDATIONS CAME OUT OF BETA.
@tecmarkhttp://developers.google.com/speed/pagespeed/insights
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MOBILE READY MEANS:
• Loading quickly on mobile
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MOBILE READY MEANS:
• Loading quickly on mobile
• Enabling users to navigate around on a small screen
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MOBILE READY MEANS:
• Loading quickly on mobile
• Enabling users to navigate around on a small screen
• Taking mobile users to the content they expect to see
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MOBILE READY MEANS:
• Loading quickly on mobile
• Enabling users to navigate around on a small screen
• Taking mobile users to the content they expect to see
• Enabling users to read without pinching and zooming!
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GOOGLE’S ALGORITHMS STILL WON’T BE GOOD ENOUGH TO STOP LINK SPAM
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CUE THE MANUAL ACTIONS TEAM
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EXPEDIA.COM
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HALIFAX.CO.UK
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MARKSANDSPENCER.COM
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BUT GOOGLE NEEDS LINK METRICS.
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OFF PAGE IS (AND WILL BE INCREASINGLY) MORE THAN JUST LINKS
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BRAND SIGNALS
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BRAND SEARCH VOLUME WILL MATTER MORE
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SENTIMENT
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SOCIAL IN 2015
@tecmarkhttp://goo.gl/FlKUx5
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NO DIRECT IMPACT ON SEARCH RANKINGS
https://www.youtube.com/watch?v=udqtSM-6QbQ
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BUT…
http://socialmarketingwriting.com/how-to-perform-seo-on-your-website-with-social-media-infographic/
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DIRECT INFLUENCE ON FANS. DIRECT INFLUENCE ON SALES.
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2015 OPPORTUNITY
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• 300 million users
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• 300 million users
• 20 million unique monthly mobile users
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• 300 million users
• 20 million unique monthly mobile users
• 4% of European social sharing
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CONTENT MARKETING
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THE LINE BETWEEN BRANDS AND PUBLISHERS WILL BE EVEN MORE BLURRED
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THERE WILL BE EVEN MORE CONTENT TO COMPETE WITH
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BEING SEEN WILL BE TOUGHER.
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BUT THOSE GETTING CONTENT MARKETING RIGHT WILL LOWER THEIR CPA.
http://offers.hubspot.com/2013-state-of-inbound-marketing
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INNOVATION IS ESSENTIAL
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THE FILTER BUBBLE
http://www.thefilterbubble.com/
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MORE PAID MEDIA WILL BE USED TO LEVERAGE CONTENT MARKETING
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OnlineBrand
Success
Paid media
Ownedmedia
Earned media
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WE’LL SEE MORE OF THIS…
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GOOGLE PLAYING THE COMPARISON SITE
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GOOGLE COULD BECOME A COMPETITOR FOR YOUR AFFILIATES.
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WHAT NEXT?
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ODDS COMPARISON?
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FIRST DEPOSIT BONUS COMPARISON?
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I’M NOT SAYING IT WILL HAPPEN.
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BUT IT COULD
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AND GOOGLE HAS A TRACK RECORD
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2015 CHALLENGES & OPPORTUNITIES
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CHALLENGES• Google increasingly playing the role of the comparison site
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CHALLENGES• Google increasingly playing the role of the comparison site
• Paid linking tactics being hammered down on even more. This presents a huge challenge in industries that have historically relied on them.
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CHALLENGES• Google increasingly playing the role of the comparison site
• More noise in the content landscape and an increased need to compete effectively
• More screens. Higher consumer demand for speed. Higher demand from Google for fast user experiences
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OPPORTUNITIES• Get mobile right and there’s way more to be had than just a search boost.
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OPPORTUNITIES• Get mobile right and there’s way more to be had than just a search boost.
• Google Plus. Google has to make this work and WILL. Thus far, few companies are doing this particularly well.
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OPPORTUNITIES• Get mobile right and there’s way more to be had than just a search boost.
• Google Plus. Google has to make this work and WILL. Thus far, few companies are doing this particularly well.
• Content marketing, done right, lowers CPA and increases loyalty
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THANK YOU
www.tecmark.co.uk
