This week’s Roundtable will be about trends in SEO, and we are so excited to have Kate Hamilton-Miller ofSearch Smart Marketing back as our guest speaker. We are also thrilled that Kate wrote a super-informative blog for us on the topic. This is just the tip of the iceberg on the timely trends of SEO, so be sure to join us on Friday!
Search Marketing Integrated (SMI) in 2013
Guest blogger: Kate Hamilton-Miller, Search Smart Marketing
This year will not be the year of “blank”. It is unlikely a single technology or change will drive the online experience in 2013. We are headed toward more personalized social and local search results – and marketers and business owners need to take an integrated approach to organic search (SEO), local maps optimization, social media engagement and paid search advertising.
Evolving Search Results Page Layouts
You may have noticed a few changes to your search engine results page (SERP) over the past year.
- 7 vs. 10 Organic results
- Local listings + reviews
- Elimination of non-paid product search
- Personalization
Google and Bing have moved away from the standard 10 organic search results per page layout. Knowledge Graphs, Snapshots, personalized recommendations and greater inclusion of local business listings have created both opportunities and challenges for business owners. Google is now limiting results to 7 Organic listings for many search queries. It is estimated that around 20% of keywords are now serving some variation of the “7 results per SERP layout”. These shifts in the SERP landscape are also helping to blur the lines between Organic, Local and Social optimization.
Quality Content is (still) King
Search engines remain voracious for fresh content and 54% of B2B marketers say they will increase content marketing spending over the next 12 months (2013 B2B Content Marketing Benchmarks – North America: CMI/MarketingProfs). Focus on not only creating new content, but making that content work harder for you.
- Content Needs A Voice, Personality or Branding
- Use Google Authorship to tie content to a verified author wherever it resides
- Focus on sharing in-depth concepts or knowledge; not keywords or a specific word count
Citation Building
Over the past two years, the search engine landscape has changed significantly. While tried and true SEO practices such as good coding, site architecture and inbound links are still critical, significant updates to Google’s algorithm (most significantly Panda in 2011 followed by Penguin in 2012), worked to place new emphasis on local listing and citation visibility via map, mobile and directory products.
According to Google, 97% of consumers search for local businesses online. Owning your offsite listings and ensuring a positive searcher experience is a must. Claiming your listings show the search engines that you have control of your external profiles and data consistency can help overwrite incorrect information.
- Name, Address, Phone Number (NAP) Consistency
- Claim & Verify Local Listings
- Add Categories (keywords) to show up in relevant local searches
- Enhancement
- Photos
- Hours of operation
- Products & Services
- Payment methods accepted
Local search ranking algorithms are heavily dependent upon consistent local business data. The verification status of a listing is also believed to be a local ranking factor within search engine algorithms.
So, claim your local listings and submit business data to local search directories and internet yellow page distribution network like Localeze, InfoUSA, Axciom and Yext.
Review Monitoring & Reputation Management
Reviews have become the new online currency. Business reviews influence consumers, search engines & social media conversations.
- 92% of Internet users read product reviews and 89% of people say that reviews influence their purchasing decisions. (eTailing Group)
- A difference of one “star” in the average rating in a typical online business profile can lead to a 5–9% difference in revenues. (Harvard Business Review)
- Businesses with few online reviews or negative average scores saw their search referral traffic drop by as much as 86% when Google started placing reviews under business websites. (DealerMarketing.com)
Online reviews have created a form of communication that bridges the gap between word-of-mouth recommendations and paid advertising. These reviews allow businesses to have active, positive participation from consumers and give consumers a solid foundation to create a relationship with those businesses. Given the weight online reviews can carry, it is important to closely monitor what is being said and manage timely responses to negative feedback.
Google Enhanced Campaigns
In early February, Google announced ‘enhanced campaigns’ for AdWords. These enhanced campaigns have the potential to change the face of paid search management. Many marketers look forward to improvements including location based bidding, site link level reporting and ad group level ad extensions. However, some changes (ex. the loss of tablet bidding and mobile only campaigns) are less welcome.
All newly created AdWords campaigns will be enhanced campaigns by default, but you can choose the old campaign style for a few more months. Starting in June 2013, Google will upgrade all AdWords campaigns to the enhanced structure. The full impact of these changes on paid search performance and the Google search results page will become clear during the second half of the year.
If you currently manage your own AdWords account, consider viewing a webinar to learn more about enhanced campaigns and be sure to check your inbox for notification from Google as to when your account will be eligible to upgrade.
Facebook Graph Search
Facebook has rolled out a new search functionality called Graph Search. Facebook has indicated that the primary focus in launching Graph Search is people, photos, places, and interests. This new functionality taps into Facebook’s wealth of knowledge about its users. Facebook knows what you’ve written, commented on, what you like, how much you like it, and if you’ve shared information on a specific topic. Keep in mind, Facebook also sees your behavior and that of other Facebook members every time you visit a page that contains a Facebook like button, regardless of whether you hit like or not.
Right now there is a lot of hype around Graph Search, but some outstanding marketing questions and privacy concerns remain. Hit or miss, Graph Search is poised to influence the search marketing conversation throughout 2013.
Whether you can afford to work with a search marketing professional or plan to tackle these marketing efforts on your own – the key to success is planning. Develop a calendar to help you focus on areas of opportunity and to manage your time effectively. No one can possibly do everything – and there is no need. Create your own “must-do” list based on your strengths and where your potential customer base hangs out. Are your customers more of a visual Pinterest crowd or would sharing articles and insights on Facebook resonate more? What are your strengths? If you like to write, consider blogging. If you like to network, consider LinkedIn.
Take it one step at a time and by the end of 2013 you will have built a solid online presence. You and your business will be ready to take on the next wave of “it” technologies and hot new marketing trends in 2014.
For more on search marketing integration, check out Brad Miller’s article on Search Engine Watch