New White Paper: 6 Search Marketing Trends for 2013 That Could Forever Alter the Landscape

6 Trends for 2013
That Could Forever Alter the
Search Marketing Landscape

mdgadvertising.com/searchmarketing

6 Trends for 2013 That Could Forever Alter the Search Marketing Landscape | Page 1

6 Trends for 2013
That Could Forever Alter the
Search Marketing Landscape

If there were ever a time to consider what lies ahead in the wide world of Web marketing, that time is now.
The year 2012 brought many changes to the SEO landscape. The introduction of Google+, algorithmic
updates, and the “death of SEO” debate left many of the industry’s brightest minds scrambling to reinvent
their business models.

In addition, the division between content, social media, search, and viral marketing dissolved, leaving marketers
with the overwhelming task of juggling more responsibility. Instead of specializing in just one area, marketers
must now understand all four skillsets and determine how each impacts the other. To further complicate
matters, Web analytics have evolved, with keyword data becoming private, social analytics going mainstream,
and conversion tracking producing lackluster results.

Yet even with all the turbulence, there’s still plenty to be excited about in the field of search. Despite additional
algorithmic updates, search marketers have developed a high level of resilience. They’re embracing change,
pushing forward with confidence, and achieving results in this unfamiliar and perpetually shifting digital
landscape. New tools, techniques, trends, and opportunities will be plentiful in 2013. Here are six you should
keep an eye on.



Trend #1: A fundamental shift in ranking factors.

21% 15%
Page–Level Link Metrics
Page–Level
Overall Ranking Algorithm
Keyword Usage 7% These factors will be evaluated,
Domain–Level
Brand Metrics scrutinized, and modiﬁed
in the near future.

7% 6%
7% Page–Level Page–Level
Page–Level 11% Keyword Agnostic Traffic
Social Metrics Domain–Level
Keyword Usage 21% Features Query Data
Domain–Level Link
Authority Features

5%
Domain–Level
Keyword
Agnostic
Features

It’s coming. Whether it takes place in 2013, 2014, or later, a fundamental shift in the most heavily weighted
ranking factors appears inevitable. As most search junkies already know, search engines will balance
relevancy, quality, and authority for years to come. But where exactly will that weight be placed in 2013?

There are no sure answers, but an updated Search Ranking Factor survey from SEOmoz is expected
sometime this year. This will put hundreds of ranking factors under scrutiny by a large community of
the brightest minds in search. A survey of so many talented pros should produce results worth noting.

In all reality, the fundamental aspects of SEO—methodical keyword targeting, meticulous UX design, and
earning links through content marketing—will remain the cornerstones of effective search strategies in 2013.



Other tactics worth considering for search optimization success include:

alancing page-level relevancy with keyword targeting in elements that are viewable by users. There
B
should be a tight correlation between title, URL, header, image, and copy elements on the page.

eveloping pages that are optimized for informational, transactional, and social queries. Look for
D
ways to discover and utilize queries that answer questions, solve problems, or match purchase intent.

reating “big” content that will have evergreen value or serve as an authority resource in a niche.
C

s Aaron Wall suggests in the Stuntdubl interview, you should “have a strong non-search distribution
A
channel that magnifies the efficacy of your other SEO-based and link-building marketing efforts.”

Trend #2: More weight placed on the quality of links.

It’s no mystery that links from .gov, .mil and .edu domains are coveted by SEOs. Authority links have always
played a large part in the overall ranking algorithm. Expect to see even more weight on trustworthy links in
2013. Editorial citation will become increasingly important as companies are forced to generate higher-value
resource content to feed the engines and build engagement signals.

This will require companies of all shapes and sizes to become “publishers” of valuable, insightful, and useful
media in order to dominate a vertical. Earning links from mainstream media or domains that carry strong
authority will become a necessity as Google devalues links from domains that fall short of its credibility
benchmarks. Furthermore, Google’s definition of credible domains will factor in additional engagement
signals. These will likely include elements such as depth of visit (and to relevant pages within a site),
as well as onsite behavior.

What constitutes a trustworthy link will also evolve, relying more heavily on social signals, engagement signals,
and domain authority as indicators of inherent user value. As Google discovers how to devalue less credible
areas of the Web, links from universities, government institutions, and big brands will inevitably grow stronger
and increase in value. Smart marketers will put on their PR hats and bust out their writing utensils. Link-worthy
content could either make or break you in 2013.



Trend #3: Improved data, resources, and reporting from Google
Webmaster Tools and Google Analytics.

Google has made tremendous improvements in the past year
Social Value
in the functionality, reliability, accuracy, and overall usefulness
Social Channel Conversion
of Google Webmaster Tools and Google Analytics. Changes Revenue Generation
such as Google Tag Manager, enhancements to Real Time
Search, and the end of Website Optimizer indicate that 2013
should deliver greater advancements in tracking technology.
You can also expect better communication with webmasters
20,358
about the health and visibility of their Web properties. Conversions

While there’s no sure way to predict what Google will roll ($113,037.50)
out in 2013, buzz in the search marketing community centers
around marketing channels that deliver greater value.
Improvements to conversion tracking and event tracking are
highly anticipated. It’s also likely we’ll see upgrades to social
analytics and the search engine optimization segments.

Registering your domain with Google Webmaster Tools 11,003
Assisted Social Conversions
and installing Google Analytics have become mandatory
steps for success in online marketing. Naturally, Google ($48,762.25)
wants webmasters to have information that encourages
them to spend marketing dollars on its advertising products.
So, expect Google to make interfaces easier to navigate.
You should also see more preset options for generating 2,375
Last Interaction
reports, as well as refinement of the notification system Social Conversions
indicating problems with a site or marketing tactic.
($8,687.00)
Depth of data should also improve as marketers seek to
understand how visitors behave within a domain. Hopefully,
new and improved in-page analytics and an easier-to-decipher
visitor flow analysis will result.



Trend #4: Increased favoritism for Google+ and Authorship Markup.

It’s shocking how much influence Google+ has on search results. Even though Google carefully controls the
use of its social network for marketing purposes, overall it has been a failure. Google claims to have 135 million
active users, but have you ever actually met anyone who uses Google+? It’s unlikely your friends, colleagues,
and family members will connect with you on G+ instead of Facebook anytime soon.

Google’s Presence in Search Results
Google’s percentage of above–the–fold real estate
on an average search result page.

Still, despite its impractical features, Google+
has become a sizable force. While you can
perform SEO without G+, using the network
to your advantage will certainly make things
easier. Authorship Markup alone will give you
an advantage, even though it remains content
80%
Non–Organic Google–Provided Advertising
driven. Producing well-received content on a Google Utilities
regular basis is now commonly accepted as
essential to online marketing success.

Rest assured, this is Google’s world, and we are
living in it. It appears that Authorship Markup
will set the stage for the evolution of Author
20%
Organic Search Results Driven by Algorithms
Rank, so be prepared. We are approaching
the year of “agent rank”—an evolution of
Google’s algorithm that two of the brightest
guys in search, Jim Boykin and Bill Slawski,
Real Estate Allocation
have covered extensively.
What Google does with all that space.
By weaving together a network of authors,
Google makes it easier to understand who’s
an “influencer” within a vertical, and therefore Google Menu
Paid Advertising
deserves more traffic. This should satisfy the Navigation

age-old algorithm task of discerning whose
content deserves to rank for a particular query. Google Search Bar Google Map/Local Search
Who better than a thought leader who writes
trustworthy content? Google Search Targeted, Personalized
Performance Advertising



Google+ and Authorship Markup help Google understand who’s producing content that’s well received by
general users on search engines. Engagement metrics and links are sorted and attributed to authors who
comply with the structured data requirements of Google+.

Trend #5: Google on the go.

Google’s former CEO, Eric Schmidt, recently reported that Android activations have hit 1.3 million daily.
Yes, you read that right. And yes, it’s a staggering statistic. With so many people going mobile, marketing
initiatives must follow. In 2013, more people than ever will stay glued to their smartphones and tablets—
texting, shopping, and, most significantly, searching.

The category of mobile search is growing faster than any other. It has now surpassed all other channels in
general daily use. This trend will continue into 2013, as younger generations pick up smartphones, and older
generations go on the grid to stay in touch with these tech-savvy youngsters.

Much has been written about trends in mobile marketing. The best advice? Put mobile search marketing front
and center when developing your digital marketing initiatives for 2013. No matter what you sell or what you
do, it’s highly likely that people will be looking for you on their phones and tablets rather than on traditional
desktops. The future of mobile marketing changes as rapidly as the technology being marketed. As a result,
it has never been more crucial to update websites, making them mobile friendly and ready to run mobile-
optimized Adwords campaigns.

Moving 2015*
to Mobile
2013*
The projected
growth of mobile 2011*
internet usage will Mobile
most likely surpass 2009 Desktop
that of desktop
devices by 2014. 2007
Internet Users (MM) 400 800 1200 1600 2000



Trend #6: The age of Adwords is upon us.

With over 90% of Google’s revenue attributed directly to Pay–Per–Click vs. Organic
advertising, it’s no surprise that Adwords has become a
Paid ads are moving ahead
staple of online marketing. Google poured more resources in the race for the top.
into refining this product in 2012 than at any time during the
product’s history, largely because it’s one of the most potent
marketing channels ever invented, and demand is growing.

Even with the ongoing debate regarding free clicks, Adwords
has earned its place as a surefire way to drive business and
build traffic. Paid traffic may not be as valuable as organic,
35.4% 64.6%
since its audiences tend to be less engaged. Even so, Adwords of clicks of clicks
come from unpaid, are from paid,
provides a turnkey solution for selling products, services, and organic results. sponsored results.
harvesting leads. Despite its more sophisticated tools for
advanced search marketers, Adwords is becoming more
intuitive and easier to use for beginners.

The sheer size of the Google display network combined with
the advent of remarketing technology (the ability to retarget
customers who’ve visited a website elsewhere on the Google 45.5%
Content Network) is nothing short of amazing. It’s massive and
second only to Facebook in terms of the quantity of impressions
generated for a relatively low expenditure. If you’re clever about
messaging, branding, and carving out the audience you want of people surveyed couldn’t
to target, Adwords offers the ability to stay on your prospects’ tell the difference between
radar just about anywhere they go on the Web. paid and unpaid search
results if the right–hand
column was missing.

The bottom line is, in 2013, you absolutely must be using Google Adwords.



Don’t grab your tinfoil hat just yet. But make sure you have one ready.

When you consider how much Google knows about those of us who use its search engine, the prospects
can be intimidating. Google is doing big things—bigger than most of us can truly understand or appreciate.
The scale of their business, combined with the limitless resources they have at their disposal, makes them
an information titan unlike any that has ever existed. Google holds more collective knowledge about its
users, which means practically everyone, than any other entity in the universe.

With more money in the bank than the U.S government and more technological infrastructure than the
entire Silicon Valley, Google is poised for some remarkable achievements in the coming years. So how
will this influence a marketer’s search efforts?

For those ready to leverage it, this in-depth insight should prove to be a gold mine. In 2013, Google will
continue on its mission to provide people with the information that matters to them—creating a personalized
search experience that is all about the user. What users want, what they need, what they desire to know—
pretty much anything, really—will be positioned at their fingertips no matter where they go in the world.

As a result, the job of a search marketer is no longer just about optimizing for search. It’s about understanding
the market and what it wants. Armed with this information, you can readily tap into the largest information
network known to man. From there, you can easily steer the masses in the desired direction.

In conclusion, if 2012 was any indication of what’s to come, then 2013 should be nothing short of dizzying.
Grab that keyboard and hold on tight. Marketing through Google will become more challenging, and
http://research.google.com/
potentially more rewarding, than you ever thought possible.

Google Contenders Weigh In
Microsoft
As of January 25, 2013, Google has more
cash and cash equivalents than other
heavy hitters in Silicon Valley.

Apple
Cisco
Intel
$247B $233B
Market Cap
Market Cap

$137B $112B
Market Cap
Market Cap
$105B
Market Cap


New White Paper: 6 Search Marketing Trends for 2013 That Could Forever Alter the Landscape

Recomendados

Recomendados

Mais conteúdo relacionado

Último

Último (20)

Destaque

Destaque (20)

New White Paper: 6 Search Marketing Trends for 2013 That Could Forever Alter the Landscape