Search marketing in 2016 | Developing a Better Search Presense

Search Marketing in 2016DEVELOPING A MULTI CHANNEL SEARCH PRESENCE

STELLARSEO.COM | TWITTER: @THESEOPROZ


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.


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.


Paid Search & Local BusinessGoogle 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.


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


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.


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.


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


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.


Questions?

Travis [email protected]: @theseoproz

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