PubCon Live: SEO 2011 & Major Trends in Search Marketing

1:26:17 PM Barry Schwartz: Start in about 5 minutes

1:29:09 PM Barry Schwartz:

1:30:43 PM Barry Schwartz: They are loading their presentations...

1:34:51 PM Barry Schwartz: Still waiting...

1:36:22 PM Barry Schwartz: I just offered them my USB drive

1:37:39 PM Barry Schwartz:

1:39:53 PM Barry Schwartz:

1:40:08 PM Barry Schwartz: Okay, Daniel Boberg is up and he is looking right at me! Spooky

1:40:23 PM Barry Schwartz: He will talk about Major Trends in Search Marketing

1:41:10 PM Barry Schwartz: He worked at Microsoft, GoTo.com, OVerture, Yahoo and then Tallwave and SyCara

1:43:15 PM Barry Schwartz: 1) Massive Company Effect - these guys are big
- Google 195 billion
- Microsoft 224 billion
- Facebook $60B
- Yahoo $20B
- Apple $367 billion market cap

1:44:12 PM Barry Schwartz: Apple is a major new change to the marketplace

1:44:33 PM Barry Schwartz: Apple vs Google

1:45:38 PM Barry Schwartz: (2) Platform Automation:
- Marin software with 1100 customers and $2.7 billion in ad spend
- Kenshoo with $15 billion in sales revenue and 650 million keywords
- Efficient Frontier over $1 billion in ad spend
- Adobe / Omniture is a top 3

1:46:01 PM Barry Schwartz:

1:47:33 PM Barry Schwartz: (3) Multi Channel Search:
- Organic
- Paid
- YouTube
- NEws
- Images
- etc

1:47:55 PM Barry Schwartz:

1:48:24 PM Barry Schwartz:

1:48:29 PM Barry Schwartz: With all content becoming digital, everything can be searched

1:49:05 PM Barry Schwartz:

1:49:09 PM Barry Schwartz: Spend Projection

1:49:40 PM Barry Schwartz: (4) Social Signals in Search is the next major trend

1:50:10 PM Barry Schwartz: Social networks and blogs count for 1/4th of the total time spent on internet and growing, etc etc

1:50:27 PM Barry Schwartz:

1:51:07 PM Barry Schwartz:

1:52:28 PM Barry Schwartz: (5) Content Marketing : It has emerged as a new niche within our space.

1:52:55 PM Barry Schwartz: Everyone considers themselves as a publisher

1:53:17 PM Barry Schwartz:

1:53:39 PM Barry Schwartz:

1:53:42 PM Barry Schwartz: Some nice stats...

1:54:28 PM Barry Schwartz:

1:54:50 PM Barry Schwartz: (6) Local and Mobile is the next trend

1:55:02 PM Barry Schwartz: Mobile device adoption is big

1:55:11 PM Barry Schwartz: Mobile clicks can reach 20% of the clicks next year

1:55:28 PM Barry Schwartz: 44% of total searches for holiday gifts can be from mobile the end of this year

1:55:44 PM Barry Schwartz: 30% of businesses have increased mobile marketing budgets in the past two years by 50%

1:55:59 PM Barry Schwartz:

1:56:28 PM Barry Schwartz:

1:56:58 PM Barry Schwartz:

1:57:33 PM Barry Schwartz: (7) Privacy is the next trend

1:58:03 PM Barry Schwartz: The European Privacy Law & Cookies went into effect this year

1:58:27 PM Barry Schwartz:

1:59:15 PM Barry Schwartz: If this trend continues, it can have a ripple effect across the entire digital marketing industry

1:59:26 PM Barry Schwartz: Google SSL change is one of those big changes

2:00:17 PM Barry Schwartz: In Summary: Industry is changing, be prepare for those changes

2:01:28 PM Barry Schwartz: Q&A for first part and then Greg Boser is up for SEO 2011

2:05:30 PM Barry Schwartz: Greg is now ready

2:05:56 PM Barry Schwartz:

2:06:41 PM Barry Schwartz:

2:07:40 PM Barry Schwartz: He actually just put this presentation together while Daniel was talking because it some how got lost

2:07:54 PM Barry Schwartz: Greg has been doing this for 15 years

2:08:13 PM Barry Schwartz: A year ago, hejoined BlueGlass, so now he is at a larger agency

2:09:19 PM Barry Schwartz: Major changes in the year?

2:09:44 PM Barry Schwartz: It was the most chaotic year based on the number of changes

2:11:00 PM Barry Schwartz: (1) Moving from a Page Quality to Site Quality metric from Google, i.e. Panda

2:11:54 PM Barry Schwartz: It was about making as many pages as possible and now that strategy is no longer such a good strategy, people are removing pages to boost value of the more important pages

2:12:46 PM Barry Schwartz: Recovering from Panda is really changing your business model

2:13:17 PM Barry Schwartz: (2) Human Engagement

2:13:33 PM Barry Schwartz:

2:13:37 PM Barry Schwartz: Slide from rand

2:15:16 PM Barry Schwartz: FYI, most of these slides so far are from his preso from 2 days ago at http://www.seroundtable.com/seo-hot-topics-and-trends-14273.html

2:16:17 PM Barry Schwartz: (3) Brute force SEO is dead
- Automated filtering
- Automated correction

2:18:53 PM Barry Schwartz: (4) Extreme Localization
- Google Goes Insane with localization

2:20:32 PM Barry Schwartz: But in reality, change is good. So Embrace it and find new areas of opportunities

2:23:49 PM Barry Schwartz: Focus For The AGency:
- Learn to say no to people
- Autonomous solutions is important
- New Products/Services to solve common problems

2:29:37 PM Barry Schwartz: Focus on The Client:
- You can't do 20% of the stuff you need to do and gain 20%, you need to do 100%
- Don't be afraid to go rogue, it is about reducing departmentalization, bring it together
- Proof of concept is key
- Embrace open graph and individual identities for your employees

2:30:18 PM Barry Schwartz: Greg is talking about my face and how much he loves looking at it

2:31:03 PM Barry Schwartz: He is talking about authorship rich snippets, example

2:31:17 PM Barry Schwartz:

2:32:25 PM Barry Schwartz: That is all - Q&A time

2:32:55 PM Barry Schwartz: Next session at 3:15p PDT