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2 Today Internet marketing, what happened? Social signals A mobile future Tactical implications

3 Internet Marketing? What happened? Hummingbird and semantic search The algorithm uses true meaning, intent and context, to identify and prioritise pages with relevant content + Draws on the personal information it has collected from the user = And provides real answers to search queries rather than returning keyword stuffed me: bronwyn@mytravelresearch.com

4 Implications of Hummingbird What appears on Page 1 of a Google search result is different for every search query, every mobile device and every desktop.

5 Why should we care? The traveller path to purchase Dreaming Planning Booking Anticipating En route Destination Search Internet search is the one constant tool people turn to for inspiration and travel planning at every point across the path to purchase Google has changed the way our potential customers find us and what information they will receive, and in doing so, has profoundly changed how we need to market our businesses and manage our online presence

6 SOCIAL SIGNALS

7 What is the role of social media in semantic search? The power of the social signal Importance of social sharing and engagement of content Verify veracity and quality of website content Helps generate: A clearer understanding of the meaning behind the content Better indexing of the content An assessment of authority and trust And assessment of the contextual value Content, search and social media are now inextricably related Google Semantic Web, David Amerland

8 A MOBILE FUTURE 8

9 The way customers search has evolved The way we perform searches has evolved We may ask our phone a question as we would a friend Voice search naturally tends to mean more conversational and more natural language. Rather than searching for a one or two word phrase, people will be more inclined to use whole sentences, questions, and more complex queries when they speak. Hummingbird will be well placed to determine the most relevant and highest quality pages that meet the needs of the searcher. Websites that place well under the new algorithm changes may also experience an increase in their mobile traffic as a result. Amit Singhal, SVP, Google Search

10 The future Is mobile and semantic search Users are shifting their search habits from desktop to conversational mobile 50% of people start their search on their mobile devices Products like Google Now emerging Users simply ask their phone questions like a friend What is the weather going to be today?

11 TACTICAL IMPLICATIONS

12 An SEO checklist used to look like this Old SEO Checklist Keyword optimisation and placement Website development Link structure Backlinks Domain and Hosting On-page SEO Link building Easily gamed by practices like building artificial links and stuffing poor content with keywords

13 Now looks like this Time for businesses and destinations to think more like publishers of content. A whole range of dynamic entities at play working together Source: Eric Enge, Stone Temple Consulting

14 HOW TO CONNECT YOUR BUSINESS OR DESTINATION IN THE WORLD OF SEMANTIC SEARCH

15 How to connect your business or destination in the world of semantic search Your business / destination Create compelling content Post often Variety of output Link online activities Quality and legitimate links Natural language Mobile optimised Geo-coding Clear distinct branding Social media engagement Match with Potential customer search query Previous search history and interests Geographic location (at the time of search) Social media interactions

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17 The role of content marketing in semantic search Publishers of, compelling, relevant content are: become trusted authorities of sound reputation Recognised as influencers More likely to create active social signals More likely to be matched to a relevant search query Content marketing has become so vital to all of search engine opitimisation in the semantic web that it underpins many activities that a business or brand needs to engage in. David me: bronwyn@mytravelresearch.com

18 Linking it all together From To How Keywords On-page SEO Backlinks Publishing frequency Link dumping in social networks Content length Keyword stuffing Keyword placement Anchor text Link building Search queries Intent Trust Authority Reputation Citations / listings Social network footprint Comments Social proof Band equity Authenticity Link your entity Mobile optimised Compelling content Ensure a variety of output Connection to your business and USP s Speak to a persona Develop a clear distinct brand Social media signals

19 Take-outs Review current SEO practices Review content Create a content marketing strategy Ensure content is socially engaging and relevant Ensure you engage socially with your customers Be mobile

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