2014 State of Search - Presentation by Elisabeth Osmeloski @ElisabethOs at #SearchEX SearchExchange Conference in Charlotte, North Carolina July 29, 2014. Some images from Shutterstock, used under license.

1. BIGGEST
SEARCH STORY
OF THE
YEAR SO FAR?
The State of Search
#SearchEx Elisabeth Osmeloski // @elisabethos

2. BIGGEST
SEARCH STORY
OF THE
YEAR SO FAR?

3. GOOGLE MOVES PIXELS IN LOGO
story: Google's Logo Moves Some Pixels Around

4. CAPTURING AN AUDIENCE
where are you finding your
most valuable fans?

5. CAPTURING AN AUDIENCE
...in a digital world, all marketers
are in audience development

6. AUDIENCE DEV & CONTENT MARKETING
go together like a…

7. CONTENT MARKETING ISN’T NEW…
The History of Content Marketing // Content Marketing Institute, 2012

8. …THE CHANNELS HAVE JUST CHANGED

9. WHERE TO FIND PROSPECTIVE AUDIENCES
via: Conductor, April 2014

10. MOST EFFECTIVE MARKETING CHANNELS
via: Conductor, April 2014

11. ORGANIC
SEARCH

12. SEARCH SHARE: U.S.
Google
68%
Bing
19%
Yahoo
10%
Others
3%
Market Share
source: ComScore, June 2014
Desktop searches
via: Yahoo Search Share Falls Below
10 Percent For “All-Time Low”
17.8 billion explicit core searches total

13. IS SEO DEAD?
video+slideshow: Marshall Simmonds, June 2014

14. WHY SEO STILL MATTERS
via: Marshall Simmonds, June 2014
Google is the IRS,
SEO’s are the
accountants

15. SEARCHER INTENT
via: Matt Cutts AMA @ SMX Advanced 2014
“One of the ideas behind Hummingbird was that we
wanted to help deal with natural language conversation a
lot better…”

16. SEARCHER INTENT
via: FAQ: Google's Hummingbird
 Hummingbird is a
search platform
 Focused on meaning
behind the entire
query
 Ties into focus on
mobile search
experience

17. ENTITY & SEMANTIC SEARCH

18. ENTITY & SEMANTIC SEARCH
Fundamentally, search bots are NOT smart –
they need to be told very explicitly:
//what an object is
//why it matters
//how it matches query

19. STRUCTURED DATA & MARKUP
Source: http://music.disney.com/radio-disney-music-awards
via: How To Enhance Results With Structured
Data & Markup

20. SCHEMA.ORG EVENT MARKUP EXAMPLE
<div itemscope itemtype="http://schema.org/MusicEvent">
<a itemprop="url" href="http://music.disney.com/radio-disney-music-
awards">
<h1 itemprop="name">Radio Disney Music Awards 2014</h1></a>
[…]
<div itemprop="startDate" content="2014-04-26T16:00">Starts: 04/26/2014
4:00PM</div>
<div itemprop="location" itemscope
itemtype="http://schema.org/PostalAddress">
<div itemprop="name">Nokia Theatre L.A. LIVE</div>
<div itemprop="streetAddress">777 Chick Hearn Ct.</div>
<div itemprop="addressLocality">Los Angeles</div>
<div itemprop="addressRegion">CA</div></div>
<div itemprop="postalCode">90015</div>
<div itemprop="addressCountry">USA</div>
</div></div>
Source: http://music.disney.com/radio-disney-music-awards
via: How To Enhance Results With Structured
Data & Markup

21. via: How To Enhance Results With Structured
Data & Markup
SCHEMA.ORG EVENT MARKUP EXAMPLE

22.  Video
 Executive and staff bios
 Official logos
 Local search: name, address, phone
number
 Products
 Ratings
learn more: Schema.org & Structured Data
SCHEMA.ORG - OTHER APPLICATIONS

23. GROWTH OF QUICK/DIRECT ANSWERS
Read: Tweet Showing How Google
Itself Is A “Scraper Site” Goes Massively Viral

24. GROWTH OF QUICK/DIRECT ANSWERS
Read: Tweet Showing How Google
Itself Is A “Scraper Site” Goes Massively Viral

25. GROWTH OF QUICK/DIRECT ANSWERS
Read: Google’s Knowledge Graph
Is Showing Step By Step Instructions

26. KNOWLEDGE GRAPH
read more: Google's Knowledge Graph

27. KNOWLEDGE GRAPH
read more: Google's Knowledge Graph

28. KNOWLEDGE GRAPH
read more: Google's Knowledge Graph

29. IS BING BETTER?
read more: Bing's Snapshot Panels

30. IS BING BETTER?
read more: Bing's Snapshot Panels

31. IS BING BETTER?
read more: Bing's Snapshot Panels

32. 30-DAY CHALLENGE: BING IT ON

33. LOCAL SEARCH
via: Google Local Carousel Spinning Out Of Control
What Matters?

34. LOCAL SEARCH
read more about: Bing Maps & Local

35. WILL GOOGLE+ SURVIVE?
via: Google+ Will Not Die But May Change

36. BUT… AUTHORSHIP IS DEAD
via: Google Giveth & Google Taketh
Away Author Icons

37. MOBILE
SEARCH

38. MOBILE SEO
via: Mobile SEO Best Practices

39. Google Now Sending
Searches to Apps
“we’re expanding
it to work for English
content worldwide.
And we’re including
24 more apps…
THE NEXT SEO FRONTIER?
via: Kerry Dean, SMX Advanced June 2014
– Google Search Blog Apr. 3, 2014

40. THE NEXT SEO FRONTIER?
via: Kerry Dean, SMX Advanced June 2014

41. VOICE SEARCH
via: Google Goes All-In With “OK, Google” Hands-
Free Search
OK, Google…

42. PREDICTIVE & ASSISTED SEARCH
via: Google Now - When Google Searches Before
You Think To

43. PREDICTIVE & ASSISTED SEARCH
via: Cortana, Microsoft’s Predictive Search
Challenger To Google Now & Siri

44. THE NEXT SEO FRONTIER
via: Erynn Petersen, June 2014

45. SEARCH & SOCIAL

46. FACEBOOK GRAPH SEARCH
via: Zuck Says FB Search Is A Multiyear Voyage
1+ BILLION SEARCHES DAILY
“I think there’s more than a trillion posts, which some of the
search engineers on the team like to remind me is bigger
than any web search corpus that’s out there.”

47. SOCIAL SEARCH TRENDS
via:

48. #OPTIMIZATION OPPORTUNITY
via: Your Guide To All Things Hashtag Analytics &
Optimization

49. TWITTER CARDS
via: How Adobe Used Twitter Lead Gen Cards To
Drive Enrollments For A Brand New Online College

50. IF YOU MUST BE A CONTENT MARKETER…

51. STOP DOING THESE THINGS RIGHT NOW
#1 TIP:
DON’T be
this guy

53. #1 -
don’t be
this guy…
CUT IT OUT WITH THE BAD GUEST BLOGGING
REQUESTS!

54. STOP THE AWFUL LINK BUILDING SERVICES &
REQUESTS

55. GO FOR GOLD, OR GO HOME

56. BE A BETTER SEARCH MARKETER

57. MAKE USE OF SEARCHER PERSONAS
via: What SEOs Need To Know About Personas
BUCKET SEARCH TRAFFIC
FUNNEL TO TARGET
CONTENT
CONVERT

58. via: Marin, April 2014
LEVERAGE MULTI-CHANNEL ASSETS
Integrated Search & Social Ads DOUBLE Conversion Rates
& Lift Revenue Rates 26%

59. BECOME A BRAND/AUTHORITY
video+slideshow: The Future of A Brand

60. BIGGEST
SEARCH STORY
OF THE
YEAR SO FAR?