hot trends in digital marketing
TRANSCRIPT
Hot Topics and Trends in Digital Marketing
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50+ person Digital Marketing and SEO agency
Lead Co-Author
I Have Run 3 Boston Marathons
Eric Enge – Fun Fact
6 Trends
Rise of the Millennials
Authorship, Really?
Mobile, Voice Search (Conversational)
Content Effectiveness Optimization
Rich Answers in Search
Deep Learning
1
Expect High Quality, and Lots of Choices …
Because Accessing All Your Choices is Easier Than its Ever Been
Look for Engagement (or Entertainment) …
Because There are so Many Available Channels and Progressive Brands are Doing it
Require Authenticity…
Because There are so Many Ways That Inauthentic Behavior Can Get Exposed
Impatient …
Because There are Others that Will Provide a Faster Response
Short Attention Span …
Because Other Enticing Things are Awaiting Their Attention
How Do you Succeed With the Millennials?
Only if They Want You To
Prepare to Engage and Entertain
Deliver Experiences, Build Relationships
Be the Best, or Be the Cheapest
Direct, Open, Honest Messaging
2
At SMX East on 10/1/2015 Gary
Illyes that webmasters and
publishers should leave the
authorship markup on their
page.
• Be an Expert• Create Great Content– Humans use social signals to help identify this– Engagement (comments) as well
• Have other experts interact with you online
• Help people• Write for high authority sites
Build Your Authority With Humans First
“By doing things that help build your own reputation, you are focusing on the right types of activity. Those are the signals we want to find and value the most anyway.”
Google’sMatt Cutts
July 9, 2012
Matt Cutts on Reputation Building
Author Authority Summary
Will Google Look at This Again? Maybe
Building Authority is Not About Google
It’s About Differentiation
It’s About Reputation and Visibility
Works Well With the Millennials
“… more Google searches take place on mobile devices than on
computers in 10 countries including the US and Japan”
Google: May 5th, 2015
http://adwords.blogspot.com/2015/05/building-for-next-moment.html
3
“Voice control/search will soon be the primary way that users interact with Android devices, especially as the operating system expands into cars, onto wrists and on TV sets.”
Greg SterlingSearch Engine LandJune 27, 2014
Mobile / Voice SummaryBy 2020 2/3 of the Market Will Be New Device Types
Voice Will be the Primary Interface to Those Devices
Natural Language Interfaces Will Be the Norm
PC Screens Will Not Go Away, However
Nor Will the Demand For Long Form Information
4
What Percentage of Users Do You Satisfy?
What if Your Percentage is Lower Than the Competition?
25
Think About Task Completion
Server Side Delays Test – Google and Bing
Strong Correlation Between Satisfaction and Revenue
Biggest Threats to Google
28
Content Effectiveness Optimization SummaryThink About Helping Users Complete Their Task
What Are Their Related Needs?
What Are Their Ancillary Needs?
Design Your Web Experiences to Meet These Needs
Search Engines Surely Measuring Some Form of This
“The destiny of [Google’s search engine] is to become that Star Trek computer, and that’s what we are building.”
Google’s Amit Singhal
5
We Did a Study of 1.4M QueriesTo See How Many Returned Rich Answers
Up 38% Since February!
Why Are Fire Trucks Red?
Got the Rich Answer
Do Rich Answers Hurt or Help Publishers?
Rich Answers SummaryGoogle Will Continue to Expand This Rapidly
Don’t Build Your Business on Public Domain Data
Don’t Build Your Business on Easily Licensed Data
Develop Content that Provides Direct Answers
Google’s DeepMind is Teaching Machines to Read
(and Comprehend)6
Uses Annotated Databases of Content to Help the Machines
Learn
Neural Networks Making Key Advances
Scientists Have Developed New
Techniques to Train Networks With
Many Layers
Sample Problem: Recognizing a Face
Deep Learning Summary
Massive Investments Being Made in This Area
Key to Natural Language Search and Comprehension
Key to Better Understanding Customer Intent
Key to Measuring Content Effectiveness
But, It Will Be a Very Long Journey