2013 Top Internet Marketing Trends

Top 10 Resolutions
for 2013

Milestone Confidential

Panelists
 Presenters
Benu Aggarwal
Founder & President
Milestone Internet Marketing

Brittany Bingham
Social Media Team Lead Manager

Kchitiz Regmi
VP, Operations and Technology

 Moderator
Mike Supple
Sr. Social Media Manager

Milestone Confidential 2

www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg

Milestone at a Glance
Drive online revenue and profitability for our clients
Silicon Valley . Chicago . ~130 employees . ~ 1400 hotels



Know Great People?

for
referring
someone!

Some of our current positions:

 Senior Client Services  View all of our positions and
Manager apply today:
http://jobs.milestoneinternet.
 VP of Sales com
 Software Architect



2013 Trends
1. Engaging, relevant, qualitative and fresh content
2. SCHEMAs - mark up your site
3. Robust mobile strategy
4. Cross channel optimization
5. Links – quality over quantity
6. Usability and conversions
7. Robust social content marketing strategy
8. Social media is a must for SEO
9. Channel diversification
10. Search retargeting and remarketing



In 2013 I will...
focus on creating engaging,
relevant, high quality content on
my website.

Engaging, Relevant, Fresh Content

Reviews

Contests Polls

Engagement Social
Blog and freshness engagement



Quality Content

Time spent

Quality Social
backlinks strength

Relevant
and user-
friendly
Usability site Not over-
optimized

Semantic Fresh
search content



Content Freshness and
Engagement
Calendars, Social Profile Feeds,
Newsroom, Contests, Videos, etc



In 2013 I will...
start a conversation with the search
engines by marking up my site with
SCHEMAs

SCHEMAs - Mark Up Your Site

1. Semantic Search Keyword Search
 Determines the
2. Schema’s Deployment importance of websites
based on words it
3. Validation
contains, links
4. SERP results
Semantic Search
 Results based on
people’s intent
 Information collected
through SCHEMAS
deployed on the site
 Information through
knowledge graph, open
linked data



Higher SERP Ranking, Click Throughs
and Conversion



In 2013 I will...
Create a robust mobile plan that
has as much thought as my
website strategy

Mobile Strategy

Hyperlocal promotion
Mobile PPC
(check in offers)

Interactive/optimized
Responsive site
mobile site

Consistent NAP
Mobile Promotion



Mobile Sites



Responsive Site Example



In 2013 I will...
focus on robust cross channel
optimization.


Winning the Chess Game

King
SEO –Keyword and
Semantic Search

Queen
Socially Relevant Content

Rooks
Robust Site Architecture

Knights
B1 - Cross Channel
G1 - Innovation

A B C D E F G H Bishops
C1 - Social Media
F1 - Paid/Local/Mobile

Pawns
A2 - H2 Training Needs


Cross Channel Optimization:
Organic, Local and Social

Webmaster Social

Local

Image tagging



In 2013 I will...
make linkbuilding an act focused
on quality, not quantity.


Channel Breakdown

National /Travel Special Promotion
Directories, IYP, Feeds, Local Links Niche Links (not included as
UGC part of RB)

Info USA SanFrancisco.com Pet Friendly Travel Trip Advisor

Acxiom Go-California.com Spa Index The Knot

Local Eze Orlandoescape.com Wedding Connections Meeting Focus

Super Pages Losangeles.com Gathering Guide Boulevards

Yelp Sandiego.us Golf Link Wedding Location

Best of The Web Gonorthwest.com BB Getaways I-Meet



Local Ecosystem



Key Focus Areas Towards Higher ROI

Promotion Local

Usability Analytics



In 2013 I will...
take time to question my site’s
usability - it will lead to conversions.


Usability Testing

Audience

Implementation Navigation

Design Content

Distractions



Navigation

Primary nav
Click-through
Labeling
Position
Flow



Content

Booking Engine RFPs

Conversion
Analysis

Newsletter
Specials
Subscriptions



Distractions



Extensive R&D Related to Human
Behavior on Web Pages

http://googlewebmastercentral.blogspot.com/2012/01/page-layout-algorithm-
improvement.html



In 2013 I will...
build a thoughtful social content
marketing strategy across all
channels.

Content Marketing

Listen

Semantic
Search trend Find keyword
Adjust tools
successes
saturation

Website
Webmaster
Analytics
Tailor to
Measure your
Keywords audience
Authoritative
driving
local topics
conversions
Publish


Social Content Marketing
Content goals: communicate, Foursquare tips’
engage, and compel keywords used



Purpose of Social Content
 What is your purpose for creating
social content?
1. Engaging the audience
2. Building personality
3. Creating local relevancy
4. Offering users more
information
5. Capturing long-tailed
relevancy
6. Creating repeat
engagement
7. Driving social traffic
8. Drive revenue



In 2013 I will...
leverage social media in my digital
marketing; it is a must-have
element of SEO.

Social Media Role in Digital Marketing

Influence on Search Results
“I can confirm we do use Twitter and Facebook links
in ranking”
– Matt Cutts, Search Quality Group, Google
Impact
Purchase
Decisions
1 billion 50+ million 3 billion 225 million
users reviews daily views users

Build
Share
Define Brand Customer Semantic &
Compelling
Personality Service Long-tailed
Media
Relevancy


Social Media Marketing
 Social media is must-have for successful
SEO strategy, so….

It must be measurable.

A 1 point increase for reviews (on a 5 point
scale) allows for an 11.2% rate increase
without any impact on occupancy*

$
*Cornell Center for Hospitality Research;
http://www.hotelschool.cornell.edu/research/chr/pubs/reports/abstract-16421.html Milestone Confidential 36


Social Signals: an Element of SEO

Authority of Clickthrough
social networks rate on links

@mentions & Proximity of
retweets post & linking
Twitter content

Shares, likes, & Other networks:
comments Youtube,
Pinterest,
Facebook Instagram,
Foursquare

+1’s & circle
size Organic Age of social
Google+
Ranking networks



Social Influence on SERPs



Facebook Graph Search
 Personalized social results based on your network
 Makes fans, sharing & engagement ever-more important



Social Media: Supporting SEO

Content publishing

Content
Visitor Insight
engagement

Social referrals Repeat
& site traffic engagement

Organic authority Viral visibility
Social signals
for site and brand

Increased Visibility



Leveraging SE…O&M

Lead
generation
Social Sharing social apps
Features on Social PPC
Site

Cohesive
Engagement content
Applications marketing
strategy

Social
Sweepstakes a Cross-
channel
promotions



In 2013 I will...
focus on direct bookings: the OTAs
will always be a player, so I’m
bringing my A-game.

PPC Trends
Short-tail

Short-tail
keywords
Branded

Search 2013 Remarketing
Retargeting trends

Channel
Diversification


Channel Diversification

Facebook

Tripadvisor,
Expedia,
Yelp

Adwords Express



In 2013 I will...
leverage remarketing and
retargeting to capture pre-
qualified audiences.

Remarketing
 What: Show ads to users who have
previously visited your website
 How: Use Remarketing on Display
Network to capture incremental
conversions
 How: Run remarketing campaign
within Google adwords
 Why: No minimum remarketing
budget required
 Why: Increase brand awareness



Search Retargeting

 What: Purchase high-intent
targeting & serve scalable ads
on major platforms
 Why: Very low cost/value
purchase
 Why: Target only users who
searched for relevant keywords
 How: Through ad-exchange
platforms



Conclusion


Focus on Your Customer



Your Online Visibility

Content & links
quality over
quantity

Social Media
Social content
Conversions + SEO Strategy

SEO Best Practices

Usability Schema



2013 Trends
1. Engaging, relevant, quality and fresh content
2. SCHEMAs - mark up your site
3. Robust mobile strategy
4. Cross channel optimization
5. Links – quality over quantity
6. Usability and conversions
7. Robust social content marketing strategy
8. Social media is a must for SEO
9. Channel diversification
10. Search retargeting and remarketing



Thank You

Questions?
www.milestoneinternet.com
blog.milestoneinternet.com
twitter.com/milestonemktg
facebook.com/MilestoneInc
google.com/+MilestoneInternet



2013 Top Internet Marketing Trends

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