digital marketing trends in 2014
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Digital Marketing Trends in 2014 December Webinar
• Kelly AyresSEO ManagerStream Companies
• Kelly.ayres@streamcompanies.com
• @streamcompaniesfacebook.com/streamco
• http://streamcompanies.com
Who you are talking to
HASHTAG:#streaminar
@kayellay@streamcompanies
What did we see in 2013 and what can we look forward to?
A Year in Review
SEO
SEM
SOCIAL
MOBILE
The Players
Search Engine Optimization in 2013
GOOGLE HUMMINGBIRD UPDATE
RISE IN QUALITY CONTENT IMPORTANCE
1
2
Where Your Focus Should be in 2014
SOCIAL SIGNALS
CONTENT STRATEGY: ANSWERING YOUR AUDIENCE
VISUAL SERPS
LOCAL
1
2
3
4
Social Signals and the Rise of Google+ for SEO
Do +1’s Increase Your Rankings?
“Social signals were some of our highest correlated factors, with Google+ edging out
Facebook and Twitter.”*
*Source: Moz Search Ranking Factors 2013
Google Authorship
“Within search results, information tied to
verified online profiles will be ranked higher than content without
such verification, which will result in most users naturally clicking on the top (verified) results.*
*Source: The New Digital Age, Eric Schmidt and Jared Cohen
Google Authorship in 2014
If a user visits an article by an author and it seems like they’d be interested in finding more articles by this author, when they click the “Back” button to return to the results page, Google will show more results by that author.
*Source: Matt McGee, Search Engine Land
Content Strategy in 2014
• Hire for both writing and SEO• Measuring your most valuable pages
• TOPICS > KEYWORDS• Seek out high-quality partners for linking
1
Google Hummingbird: Conversational Search
Answering the Audience
How do I rank for this query?
How can I best answer the user’s question?
SEO in 2013
SEO in 2014
Visual Search
*Source: Page Traffic Buzz, 20 Captivating Digital Marketing Statistics for 2014
The Power of Local
*Source: Page Traffic Buzz, 20 Captivating Digital Marketing Statistics for 2014
Search Engine Marketing in 2013
RETARGETING CAMPAIGNS
PRODUCT LISTING ADS
1
2
Search Engine Marketing: PPC Trends in 2014
FULL CONVERSION VALUES
DYNAMIC ADVERTISING
DISPLAY SELECT NETWORKS
REMARKETING
1
2
3
4
Paid results account for 64.6% of clicks for
keyword searches that imply high
commercial intent.*
*Source: MarketingProfs
Cross-Device Conversion Insights
Plans for the future: Adding more conversion typesPHONE CALLS
IN-STORE VISITS
According to Google, people make more
than 40 million calls to businesses each month directly from
its ads
Dynamic AdsOn a daily basis, 15 percent of queries
submitted have never been seen before by
Google's search engine.*
*Source: CNET NEWS
*screenshot of categories
function
Display Select Networks
MAJOR COMPLAINTS FROM ADVERTISERS ABOUT DISPLAY TESTING IN 2013
Display networks don’t pull in direct response like search can
Some AdSense sites are poor quality
There aren’t enough targeting options
GOOGLE’S DISPLAY NETWORK REACH
reaches 90% of online audience
includes 2 million publisher sites
Facebook Exchange Integration
Screenshot?
Remarketing
Screenshot?
Social Trends in 2013
INTRODUCTION INTO IMAGE AND VIDEO
SOCIAL ADVERTISING
SOCIAL ON THE GO
1
2
3
Looking to 2014
AUDIENCE ENGAGEMENT
SOCIAL CONTENT STRATEGY
FACEBOOK’S TEENAGE WASTELAND
1
2
3
Social is a Necessity, Not a Luxury
IMPROVED SOCIAL SIGNALS
COMPANY BRANDING
IMPROVED BRAND AWARENESS
WORD-OF-MOUTH ADVERTISING
INCREASED CUSTOMER LOYALTY AND TRUST
IMPROVED AUDIENCE REACH AND INFLUENCE
THE BENEFITS OF SOCIAL IN 2014
Build a Community, Not a Brand
DETERMINE YOUR AUDIENCE
FIND OUT WHAT THEY’RE LOOKING FOR OR TALKING
ABOUT
WRITE ABOUT IT IN A WAY THAT IS:
EDUCATIONALENTERTAININGINFORMATIVE
SHARE
A Cohesive Content Plan
*Source: Page Traffic Buzz, 20 Captivating Digital Marketing Statistics for 2014
SOCIAL MEDIA AUDIENCE BUILDING
RELATIONSHIP BUILDING & ASKING LINK
BUILDING
Real-Time Engagement
Narrowing the Advertising Audience
Where Is Your Audience& What Are They Consuming?
The Mass Exodus of Teens from Facebook
WHERE ARE THEY GOING?
Social You Can See
*Source: Page Traffic Buzz, 20 Captivating Digital Marketing Statistics for 2014*Source: Cisco
37% OF CONSUMER MEDIA CONSUMPTION ALREADY TAKES PLACE ON MOBILE
DEVICES.
Moving Towards Mobile
MOBILE’S SEARCH ALGORITHM
MOBILE RETARGETING
1
2
Ranking Factors for Mobile Sites
*Source: MarkIt Soultions, Digital Marketing Trends for 2014*Source: Google
• FLASH• HOMEPAGE ROUTING• SITE SPEED
“To deliver the best experience and keep the
visitor engaged, our guidelines focus on
rendering some content, known as the above-the-fold content, to users in
one second (or less) while the rest of the page
continues to load and render in the background.”
Using Mobile Cookies to Target Previous Customers
MAIN ISSUE:LIMITED SCALE
Setting-compatible
devices represent less than 20% of
devices in the market
Thank youWatch for the Replay!
twitter.com/streamcompaniesfacebook.com/streamco
email: Kelly.ayres@streamcompaniestwitter: @kayellay
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