Danny Sullivan Speaks @SLCSEM February 20, 2013 - trends in search, seo, sem, paid search, mobile search, local search,

1. @SLCSEM
#SLCSEM
facebook.com/slcsem
www.slcsem.org

2. ANNOUNCEMENTS:
• Job Board now live:
www.slcsem.org/jobs/
• Tonight’s slides available:
http://www.slideshare.net/slcsem
NEXT EVENT:
March 20, 2013

3. @dannysullivan
Trends In Search:
The 2013 Edition
Danny Sullivan
Chief Content Officer

4. @dannysullivan
THERE IS NO SEARCH REVOLUTION
… debunking myths & theories …
 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…

5. @dannysullivan
THE SEARCH EVOLUTION?
we still…
ENTER KEYWORDS
we still get a list of results….

6. @dannysullivan
THE SEARCH EVOLUTION…

7. @dannysullivan
THE SEARCH EVOLUTION?
mostly from…
Evolution not revolution (sigh)
 Evolution means opportunities,
but first, survival…

8. @dannysullivan
SURVIVING THE SEARCH EVOLUTION
feel lost?
…remember
audience …

9. @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

10. @dannysullivan
THE OBVIOUS REALITY…
search marketing hasn’t changed!!!

11. @dannysullivan
THE HOT MESS OF LINKS
get links!...
…. but not those links!

12. @dannysullivan
THE HOT MESS OF LINKS
 link “warnings” that can be ignored

13. @dannysullivan
THE HOT MESS OF LINKS
those links don’t
count…
 press releases
 what’s next?

14. @dannysullivan
THE HOT MESS OF LINKS
 Disavow your links!

15. @dannysullivan
SURVIVING LINK “DEMOCRACY”
 seek “hard” links not “easy” links

16. @dannysullivan
SURVIVING LINK “DEMOCRACY”
 seek content driven links
 Infographics, sure
 Outstanding blog posts & content
 Viral video campaigns
 seek social links, easy but with value

17. @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

18. @dannysullivan
THE SEARCH & SOCIAL EVOLUTION
 social signals are more
democratic than links as votes
 Likes ARE
votes within
Facebook’s
Graph Search

19. @dannysullivan
THE SEARCH & SOCIAL EVOLUTION
 Facebook Graph Search seeks to mirror us,
to index us, make our minds searchable

20. @dannysullivan
HOW TO SURVIVE THE SOCIAL EVOLUTION
 Be social – it’s no longer an option
Google+ is necessary, do
something with it
 Be authoritative; do authorship

21. @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

22. @dannysullivan
DANCE, DANCE, BABY
 The Google Dance Is Back
2011: Panda
2012: Top Heavy, Penguin, EMD & Pirate

23. @dannysullivan
CHANGE OF DANCE PARTNERS
…kind of like changing an engine vs swapping a part…
 Main engine keeps
running, but oil filters,
air filters & other parts
changed
Dance victims have to wait until next (maybe
scheduled) maintenance
 Some “repair work” never announced

24. @dannysullivan
HOW TO SURVIVE THE GOOGLE DANCE
 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? …

25. @dannysullivan
GOOGLE’S KNOWLEDGE “GRABph”
… maybe Google can live without you…
 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?

26. @dannysullivan
SURVIVING THE GRAB
 Google can live without you - if this is all you are:
 be more than a fact

27. @dannysullivan
SURVIVING THE GRAB
 Grab back, be visible where you can
 Complain when you deserve more
credit

28. @dannysullivan
THE UNSTOPPABLE GOOGLE
…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!

29. @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 :)

30. @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?

31. @dannysullivan
THE MORE PRIVATE WEB
…why it matters for digital marketers…
 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

32. @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

33. @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

34. @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

35. @dannysullivan
QUESTIONS?
…resources…
• http://searchengineland.com
• http://marketingland.com
• http://searchmarketingexpo.com
• http://digitalmarketingdepot.com
…Thank You!