dma 2013 hottest search trends & how to maximize opportunities
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Thoughts on the current & future Content Strategy & Authorship opportunitiesTRANSCRIPT
One Step Ahead Ho#est Search Trends & How to Maximize Opportuni:es
One Step Ahead Ho#est Search Trends & How to Maximize Opportuni:es
Grant Simmons Dir. SEO & Social Media Product
The Search Agency
@simmonet
Search Engine Op?miza?on SEO It’s about the user, stupid. Not the stupid user.
@simmonet
Search Engines are the *most* discrimina:ng of users!
Current Future SEO Connect Search Intent to Site Content With Context of: • Loca:on • Behavior • PlaMorm • Conversa:on
@simmonet
Future SEO New Loca?ons
Hyper GEO Target • Inside Stores • ZIP Codes • Events / Venues
@simmonet
Future SEO New Behavior
• New queries • More personaliza:on • When searching • Where searching • How searching
“Search Everywhere Op?miza?on”
@simmonet
Future SEO New PlaMorms
• Mobile • Wearable • Smart vehicles • Appliances • Television / consoles etc.
@simmonet
What to Do?
@simmonet
Brands Need to… Understand their Customer / prospect
Intent Context & how they ask
@simmonet
Brands Need to… Iden?fy: • Who? • Where? • When? • What? • How?
Create to Connect
@simmonet
Current Future SEO + Social Content is King Authority Content is Kingier
Authori:es are: • Known • Credible • Topic Experts
@simmonet
Future SEO + Social GeWng Known Google “web of people”
Google+ + @simmonet
Future SEO + Social Building Credibility
• Reviews, news, views… • Authors of content • Broadcasters • Social amplifica:on
Create Engagement
@simmonet
Future SEO + Social Recognized Topic Experts Focused Consistency
• Connec:ons / links • Social love • Associa:ons / cita:ons
“Digital Footprint”
@simmonet
Future SEO + Social
“
o”
We’re (Google) doing a be#er job of detec:ng when someone is sort of an authority in a specific space… and trying to make sure that those rank a liZle more highly if you’re some sort of authority…”
@simmonet
Ma# Cu#s – Google Engineer
What to Do?
@simmonet
Brands Need to… Iden?fy, Grow, Encourage, Find, Promote, Hire, Engage, Build, and / or Empower
Authori?es
@simmonet
SEO / Social Prognos?ca?ons Many opinions. Many op?ons. Many outcomes.
Any thoughts?
@simmonet
One Step Ahead Ho#est Search Trends & How to Maximize Opportuni:es
Grant Simmons Dir. SEO & Social Media Product
The Search Agency