GinzaMetrics Open Seminar – Tokyo

U.S. Content Marketing and SEO Trends

US Content Marketing and SEO Trends – GinzaMetrics Seminar Tokyo May 2014

  1. 1. GinzaMetrics Open Seminar Tokyo May 26, 2014
  2. 2. US Content Marketing & Search Trends ‣ Google Algorithm Updates ‣ Influence of Visual Content ‣ Impact of Multiple Screens per User ‣ Link Earning vs. Link Building ‣ Marketing Strategists Want to Better Understand the Big Picture ‣ Marketers Want to Know What Kind of Content to Create
  3. 3. Google Algorithm Updates Panda 4.0 Update and Payday Loan 2.0 Targets Thin Content and Spammy Queries
  4. 4. Google Algorithm Updates Sites with big losses due to Panda 4.0 http://searchengineland.com/panda-4-0s-big-loser-ebay-winners-losers-chart-192123
  5. 5. Impact of Visual Content User behavior is turning increasingly toward visual inspiration
  6. 6. Impact of Visual Content Pinterest Growth
  7. 7. Impact of Visual Content Mobile, visual content and commerce is fastest growing in developing countries http://www.slideshare.net/yiibu/the-emerging-global-web
  8. 8. Multi-Screen Growth Responsive Design and User-centric Tracking http://think.withgoogle.com/databoard/media/pdfs/the-new-multi-screen-world-study_research-studies.pdf
  9. 9. Multi-Screen Growth Responsive Design and User-centric Tracking
  10. 10. Link Earning vs. Link Building High-quality, difficult to create content wins
  11. 11. Most Popular “Epic Content” Approaches High-quality, difficult to create content wins ‣ Videos ‣ Shareable Tools ‣ Large image collections for inspiration ‣ Long-form blog posts ‣ Mixed with standard content creation
  12. 12. Marketers Want to Understand Big Picture Non-SEOs are relying on search data more than ever, but they want to know what it means http://www.slideshare.net/ronaldrunner/the-challenge-of-todays-cmo
  13. 13. Findability Score 2.0 A proprietary yet easy to understand score that combines ranking, search volume and click-through rate (CTR) into a single metric. Used by marketers globally as a KPI to measure opportunities gained and missed, by your sites and your competitors.
  14. 14. Social Insights Compare your search and social performance across networks at a single glance
  15. 15. Marketers Want to Understand User Needs Topic and keyword discovery more important than other, but need for specialized data is stronger New Market Entry Competitive Strategy Starting Earlier in Customer Journey http://www.portent.com/tools/title-maker/
  16. 16. Web-scale Keyword Discovery The largest and most unique database on the market, growing every day. 100m+ Keywords 3,000+ Verticals 120 Countries 50 Languages

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