I recently returned from the SMX East conference in NYC, a world-renowned event that attracts the top search engine marketers from around the world. As a specialist in Interactive Strategies and Search Engine Optimization, I was abound with excitement to speak with like minded individuals and learn from the ?A-listers? of the digital marketing community. Upon my arrival I had the opportunity to speak with various Internet marketing gurus about the state of the industry and what the future holds. After a handful of conversations one common theme became very apparent. The world of Search Engine Optimization (SEO) has taken a dramatic shift, and we are all in for the ride.
This years SMX conference in NYC attracted a record number of attendees, and there was good reason. Google has instituted a number of changes in its algorithm that have impacted the way search marketers approach their digital marketing strategy. Now is the time to reassess your current online marketing plan and optimize your site for long term success. Below I will list 3 takeaways from the conference that will help you with your digital marketing efforts.
- SEO is no longer about manipulation of the search engines, but developing an online marketing strategy harnessing the power of evolving channels of customer interaction and inbound marketing tactics. Research your industry before taking part in any online marketing campaign, discover why your competition is ranking higher than you, and strategize to overcome them. Determine where your customers are and make yourself visible in those spaces. Google is now using ?social signals? in their algorithm to determine content ranking, make sure you are taking advantage of this. Be Social!
- Google?s goal as a search engine is to make the user experience as optimal as possible. How is this accomplished? The answer is unique, relevant, and great content. You have probably heard this time and time again, but content is king and it always will be. Content is what ultimately determines user experience, and if you do not provide your online audience with great LINKABLE content, your site will have a very hard time achieving a top ranking. ?It is important to note that backlinks are still the fundamental basis for determining a websites ranking, although Google is hoping that it can eventually base a sites ranking by social signals in the future. Start blogging if you haven?t already.
- At the SMX conference I had the opportunity to listen to various Google reps speak about the future of Paid Search. They have made numerous updates to how an advertiser can better target their audience within the search engines. If you are just starting out with an SEO campaign, I highly recommend taking advantage of Pay-Per-Click advertising, especially mobile advertising if it is applicable to your industry. It was stated that by 2014, mobile use will exceed desktop usage.
One of the biggest updates to Paid Search is a feature called remarketing. Say for example you are the owner of an online shoe store and a potential customer browses your site and clicks on a blue heel, but doesn?t decide to purchase it that day. You can now target that potential customers with ad?s relevant to blue heels as they browse in other parts of the Internet not related to your site. This has been shown to have a much higher conversion rate than typical PPC ads. To summarize, educate yourself on what avenues of customers interaction are out there for your company, analyze the cost to benefit ratios, come up with a strategy, and execute.
PlazaBridge Group is here to help you navigate the complex, and often times confusing world of online marketing with a focus on increasing online visibility, lead generation and revenue growth. If you would like to speak further or have any questions please e-mail me at Anthony@plazabridgegroup.com for further discussion. Thanks!
Source: http://www.plazabridgegroup.com/2012/10/10/search-engine-optimization-in-2013-looking-ahead/
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