What's happening in digital marketing? My presentation from Pubcon Vegas covers what I see happening over the next few years.

1. Hot Topics and Trends in Digital Marketing

2. Who Am I?
Columnist & Contributor
CEO & Founder
50+ person Digital Marketing
and SEO agency

3. I Have Run
3 Boston
Marathons
Eric Enge – Fun Fact

4. 6 Trends
Rise of the Millennials
Authorship, Really?
Mobile, Voice Search (Conversational)
Content Effectiveness Optimization
Rich Answers in Search
Deep Learning

5. 1

6. Expect High
Quality, and Lots
of Choices …
Because
Accessing All Your
Choices is Easier
Than its Ever
Been

7. Look for
Engagement (or
Entertainment) …
Because There are
so Many Available
Channels and
Progressive Brands
are Doing it

8. Require Authenticity
…
Because There are
so Many Ways That
Inauthentic
Behavior Can Get
Exposed

9. Impatient …
Because There are
Others that Will
Provide a Faster
Response

10. Short Attention
Span …
Because Other
Enticing Things are
Awaiting Their
Attention

11. How Do you Succeed With the Millennials?
Only if They Want You To
Prepare to Engage and Entertain
Deliver Experiences, Build Relationships
Be the Best, or Be the Cheapest
Direct, Open, Honest Messaging

12. 2

13. At SMX East on
10/1/2015 Gary
Illyes that
webmasters and
publishers
should leave the
authorship
markup on their
page.

14. • Be an Expert
• Create Great Content
– Humans use social signals to help identify this
– Engagement (comments) as well
• Have other experts interact with you
online
• Help people
• Write for high authority sites
Build Your Authority With Humans First

15. “By doing things that help
build your own reputation, you
are focusing on the right types
of activity. Those are the
signals we want to find and
value the most anyway.”
Google’s
Matt Cutts
July 9, 2012
Matt Cutts on Reputation Building

16. Author Authority Summary
Will Google Look at This Again? Maybe
Building Authority is Not About Google
It’s About Differentiation
It’s About Reputation and Visibility
Works Well With the Millennials

17. “… more Google searches take
place on mobile devices than on
computers in 10 countries
including the US and Japan”
Google: May 5th, 2015
http://adwords.blogspot.com/2015/05/building-for-next-moment.html
3

18. “Voice control/search
will soon be the primary
way that users interact
with Android devices,
especially as the
operating system
expands into cars, onto
wrists and on TV sets.”
Greg Sterling
Search Engine Land
June 27, 2014

21. Mobile / Voice Summary
By 2020 2/3 of the Market Will Be New Device Types
Voice Will be the Primary Interface to Those Devices
Natural Language Interfaces Will Be the Norm
PC Screens Will Not Go Away, However
Nor Will the Demand For Long Form Information

22. 4

23. What Percentage of Users Do You Satisfy?

24. What if Your Percentage is Lower Than the Competition?

25. 25
Think About Task Completion

26. Server Side Delays Test – Google and Bing
Strong Correlation
Between
Satisfaction and
Revenue

27. Biggest Threats to Google

28. 28

29. Content Effectiveness Optimization Summary
Think About Helping Users Complete Their Task
What Are Their Related Needs?
What Are Their Ancillary Needs?
Design Your Web Experiences to Meet These Needs
Search Engines Surely Measuring Some Form of This

30. “The destiny of
[Google’s search
engine] is to
become that Star
Trek computer, and
that’s what we are
building.”
Google’s Amit
Singhal
5

31. We Did a Study of 1.4M Queries
To See How Many Returned Rich Answers
Up 38% Since February!

32. Why Are Fire Trucks Red?

33. Got the Rich
Answer
Do Rich Answers Hurt or Help Publishers?

34. Rich Answers Summary
Google Will Continue to Expand This Rapidly
Don’t Build Your Business on Public Domain Data
Don’t Build Your Business on Easily Licensed Data
Develop Content that Provides Direct Answers

35. Google’s DeepMind is Teaching Machines to
Read
(and Comprehend)
6
Uses Annotated
Databases of Content
to Help the Machines
Learn

36. Neural Networks Making Key Advances
Scientists Have
Developed New
Techniques to Train
Networks With
Many Layers

37. Sample Problem:
Recognizing a Face

38. Deep Learning Summary
Massive Investments Being Made in This Area
Key to Natural Language Search and Comprehension
Key to Better Understanding Customer Intent
Key to Measuring Content Effectiveness
But, It Will Be a Very Long Journey

39. Eric Enge
eenge@stonetemple.com
@stonetemple
+Eric Enge
(508) 962-8474
www.stonetemple.com
Thank You!