@SLCSEM

#SLCSEM facebook.com/slcsem

www.slcsem.org

ANNOUNCEMENTS:

• Job Board now live: www.slcsem.org/jobs/

• Tonight’s slides available: http://www.slideshare.net/slcsem

NEXT EVENT: March 20, 2013

@dannysullivan

Danny SullivanChief Content Officer

Trends In Search: The 2013 Edition

@dannysullivan

THERE IS NO SEARCH REVOLUTION

Google Instant would kill SEO Siri would change everything Google+ would change everything Search Plus Your World would change everything

Facebook Graph Search will change everything…

… debunking myths & theories …

@dannysullivan

THE SEARCH EVOLUTION?

we still…

ENTER KEYWORDS

we still get a list of results….

@dannysullivan

THE SEARCH EVOLUTION…

@dannysullivan

THE SEARCH EVOLUTION?

mostly from…

Evolution not revolution (sigh) Evolution means opportunities, but first, survival…

@dannysullivan

SURVIVING THE SEARCH EVOLUTION

feel lost?

…remember audience …

@dannysullivan

SURVIVING THE SEARCH EVOLUTION Search Engines go where your audience is (Google, THEN others)

Keywords speak (back) in the language of your audience

Visibility tried-and-true SEO, paid search

@dannysullivan

THE OBVIOUS REALITY…

search marketing hasn’t changed!!!

@dannysullivan

THE HOT MESS OF LINKSget links!...

…. but not those links!

@dannysullivan

THE HOT MESS OF LINKS link “warnings” that can be ignored

@dannysullivan

THE HOT MESS OF LINKS

those links don’t count… press releases what’s next?

@dannysullivan

THE HOT MESS OF LINKS Disavow your links!

@dannysullivan

SURVIVING LINK “DEMOCRACY”

seek “hard” links not “easy” links

@dannysullivan

SURVIVING LINK “DEMOCRACY”

seek content driven links Infographics, sure Outstanding blog posts & content Viral video campaigns

seek social links, easy but with value

@dannysullivan

THE SEARCH & SOCIAL EVOLUTION… social media turning pages into people, places & things with reputations

Google+ Authorship seeks to give pages real reputation beyond links

@dannysullivan

THE SEARCH & SOCIAL EVOLUTION

social signals are more democratic than links as votes

Likes ARE votes within Facebook’s Graph Search

@dannysullivan

THE SEARCH & SOCIAL EVOLUTION

Facebook Graph Search seeks to mirror us, to index us, make our minds searchable

@dannysullivan

HOW TO SURVIVE THE SOCIAL EVOLUTION Be social – it’s no longer an option

Be authoritative; do authorship

Google+ is necessary, do something with it

@dannysullivan

HOW TO SURVIVE THE SOCIAL EVOLUTION Focus on the general, not the details

Don’t worry if Google does or doesn’t count Facebook now; things change

Don’t fixate on counts as much as (good) engagement not # of retweets but who retweets

@dannysullivan

DANCE, DANCE, BABY

The Google Dance Is Back2011: Panda2012: Top Heavy, Penguin, EMD & Pirate

@dannysullivan

Main engine keeps running, but oil filters, air filters & other parts changed

CHANGE OF DANCE PARTNERS…kind of like changing an engine vs swapping a part…

Dance victims have to wait until next (maybe scheduled) maintenance

Some “repair work” never announced

@dannysullivan

Don’t gum-up the works Don’t be on the extreme, be risky

Become essential to the good running of the engine

Be the fuel, the gas, the energy

can Google live without you? …

HOW TO SURVIVE THE GOOGLE DANCE

@dannysullivan

Google’s Knowledge Graph seeks to provide direct answers…

but Google doesn’t “know” anything it doesn’t learn from the Web

Eventually, Google will have it all?

GOOGLE’S KNOWLEDGE “GRABph”… maybe Google can live without you…

@dannysullivan

Google can live without you - if this is all you are:SURVIVING THE GRAB

be more than a fact

@dannysullivan

SURVIVING THE GRAB

Grab back, be visible where you can Complain when you deserve more

credit

@dannysullivan

…faster than a speeding Bing… Got Gmail? Get Google Now answers before you ask!

More powerful than an Apple Maps locomotive… Apple ain’t gonna never dump Google now

Able to leap FTC anti-trust investigations in a single bound

-- It’s SuperGoogle!

THE UNSTOPPABLE GOOGLE

@dannysullivan

SURVIVING SUPERGOOGLE Even shifting Google Shopping to paid inclusion &

Scroogled attack didn’t slow So it’s Google’s world; we just live in it?

Not about you; about Google’s users Is Google relevant? That’s the kryptonite! Is Google being fair, giving back more than it takes? Is Google being open & giving choice, as it aspires to

Now, go blog :)

@dannysullivan

THE CHANGING PRIVACY LANDSCAPE “Dark Google” boosts “not provided” Retargeting polls badly, getting creepy?

even Facebook knows what’s in my shopping cart Microsoft’s Gmail “Scroogled” campaign

may add to this Personalized search polls badly Do Not Track efforts Google’s privacy policy faces EU review Pushback coming?

@dannysullivan

THE MORE PRIVATE WEB

Might not know how you found me Might not know if you’re new Might not know where you’ve been Might have less ability to target though inherent targeting through keywords remains

Might have less ability to track conversion

…why it matters for digital marketers…

@dannysullivan

SURVIVING PRIVACY Embrace it

but explain why if customers want to share, what they’ll get in return

Savvier assumptions based on landing pages & sample data

Ironically, maybe online gets more TV-like if there’s a shift away from conversion Earn more for leads Paid for views, regardless of conversion Paid for estimated brand lift

@dannysullivan

THE MOBILE REVOLUTION Searching everywhere, 24/7

Showrooming Best Buy’s permanent price

matching Do Tablets = Desktop?

Google thinks so, might be right Mobile still is unique

Abandonment an issue Apps, voice searching a factor

@dannysullivan

SURVIVING MOBILE Be ready for the mobile visitors, anticipate ways to help Bricks-and-mortar, assume you’ll be compared,

strategize It’s a phone, too – give a phone number, and

maybe reinvest in phone support Look for the Google’s of the app world Good news – mobile might approach tablets, in turn approaching desktop

@dannysullivan

QUESTIONS?

…resources…

• http://searchengineland.com• http://marketingland.com• http://searchmarketingexpo.com• http://digitalmarketingdepot.com

…Thank You!