digital marketing trends in 2014

Digital Marketing Trends in 2014 December Webinar

• Kelly AyresSEO ManagerStream Companies

• [email protected]

• @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

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Where Your Focus Should be in 2014

SOCIAL SIGNALS

CONTENT STRATEGY: ANSWERING YOUR AUDIENCE

VISUAL SERPS

LOCAL

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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

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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


Search Engine Marketing in 2013

RETARGETING CAMPAIGNS

PRODUCT LISTING ADS

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Search Engine Marketing: PPC Trends in 2014

FULL CONVERSION VALUES

DYNAMIC ADVERTISING

DISPLAY SELECT NETWORKS

REMARKETING

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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

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Looking to 2014

AUDIENCE ENGAGEMENT

SOCIAL CONTENT STRATEGY

FACEBOOK’S TEENAGE WASTELAND

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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


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

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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!

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email: Kelly.ayres@streamcompaniestwitter: @kayellay