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Category Archives: Marketing

  1. Why Your Company Should Be Working with a Small Digital Agency

    • by Admin

    Bigger is not always better, especially when it comes to choosing the right partner to successfully guide your company through the bewildering maze of digital marketing options.


    Naturally, you want to make sure that the SEO agency you select

    Has a solid understanding of the basics of digital marketing.
    Is committed to employing only the “white hat” tactics that will keep your business safely within the acceptable guidelines set by the search engines and other marketing channels.
    Stays on top of the latest changes and developments across the digital landscape to help make sure that your marketing campaigns are as fresh, on target, and effective as possible.

    Beyond all that, you need to feel comfortable working with your web design partner – confident in their good judgment as well as their commitment to keeping your best interests at heart throughout your relationship. These are the critically important traits so easily lost in a “big agency” environment yet so common to the smaller SEO agency.

    Wouldn’t You Rather Be a Big Fish in a Small Pond?

    Not so long ago, a senior executive was overheard asking the receptionist at a large marketing agency to “speak with my account representative.” Amazingly, no record could be found of his business. A fresh-faced junior account staffer eventually sauntered out, offered up a cup of coffee, and took notes as the executive related his marketing needs. While this level of “service” would astound many businesspeople, the executive took it all in stride – it had happened before.

    The moral of this story is simple: smaller fish in a big agency pond rarely get the attention they deserve. If you want to reap the benefits from working with the very best agency people available, you need to seriously consider working with a smaller agency.

    A Smaller Marketing Agency is More Focused on Your Goals and Needs

    Every client is important to the smaller web design agency. Working with a small core team of dedicated marketing professionals means more attention can be focused on your unique set of needs and challenges. There’s less “passing of the buck” and more time and energy devoted to uncovering just the right approach to your company’s marketing campaigns.

    Once a big agency assigns a team to handle your account, you’re pretty much stuck with that decision. You get the expertise and experience that the big agency “bean counters” feels your account requires without busting the overhead budget.

    Contrast that with smaller marketing agencies – who are much more accustomed to bringing in expert outsourced talent as the need arises. What’s more, in most cases you’ll have direct access to the agencies’ chief executive or owner.

    A Smaller Marketing Agency Relies on Unique Ideas – Not Cookie Cutter Templates

    All too often, a large marketing agency will rely on templated solutions for their smaller clients’ campaigns. While it’s an easy and affordable solution for the agency, it may not always be in the best interests of their smaller clients – who lose the benefit of fresh creative ideas and solutions.

    Smaller agencies, on the other hand, thrive on applying custom solutions and techniques. It’s their stock in trade, and one of the most important and valuable assets they can offer clients. They translate your company’s story into an effective and original solution that reflects your needs and resonates with your prospective customers.

    A Smaller Marketing Agency is Nimble as Well as Flexible

    Things move fast in the digital marketing space. Google updates its core search algorithm some 600 times each year, and Facebook seems to come out with changes to its advertising program every other day. Your company needs to be able to react quickly to adapt your marketing to these changes and to take advantage of new opportunities as they arise.

    Unlike the big marketing agencies who labor under layers of management and present
    procedures and protocol, smaller web agencies thrive on flexibility. They can shift gears quickly and turn on a dime in order to keep your company’s marketing campaigns up to date and relevant with the latest events and developments breaking in the marketplace.

    A Smaller Marketing Agency Might be a More Affordable Solution

    Big agencies have big overhead – which all clients help to pay for regardless of whether they use or even need every offered service. One way or another, the client foots the bill.

    Small agencies aren’t burdened with bloated overhead. They keep their operation lean and trim – which means you’ll pay only for what you really need and no more.

    A Smaller Marketing Agency Will Make You Feel Like You’re the Most Important Client

    As a client of a small agency, you’ll enjoy a direct and personal relationship with the members of your account team. They take your ideas and your problems to heart because that’s how they roll. You’re never just a number – you’re a valued member of the team and a major contributor to the success of the agency.

    If you think working with a smaller agency might be the solution to your marketing challenges, please contact us for a no-cost, no-obligation consultation.

  2. Why Spend Money on Integrated Online Marketing?

    • by Admin


    Many companies are wondering how much to spend on digital marketing. There are varying competing theories. Companies can spend as much as 20% of their marketing budget on campaigns such as search engine optimization, pay-per-click and social media. Gartner, a leading information technology company conducted a study on how much businesses in different industries spend on digital marketing. The results are pictured in the graph below.

    Each company spent an average of 2.5% of their annual revenue on digital marketing. At ST8, we believe this is an accurate measurement of how businesses should be spending their money on an integrated marketing strategy.
    With this number comes awareness on how much to allocate toward marketing from your budget. Many people think that marketing is one channel such as PR, advertising or certain promotions. What they fail to realize that all of these, along with digital tools such as social media, e-mail marketing and PPC are different specialized tools that can be used as part of an overall strategy, and each deserves attention to garner success.

    Businesses in any industry can benefit from an integrated marketing strategy as long as there are established goals. Goals can differ per industry from customer retention or acquisition, increasing direct sales, improving product awareness or brand management. Any of the marketing tools mentioned above can be used in a targeted way to achieve such goals.
    Overwhelmed by the possibilities of integrated marketing? Wonder how it can help your business rise to the top? Contact our team at ST8creative today for a simple consultation!

  3. What is Native Advertising?

    • by Admin

    Do you know what native advertising is? Could you identify it? This article, for example, is not a native ad. Or is it? In the new world of content – where everyone gets to create it – native ads can be placed anywhere and within anything. From articles to videos and images, any form of content can be a type of native advertising. They can also be part of your Facebook feed, your favorite Pinterest board, and even the funny YouTube videos you watch every week. But what is native advertising anyway?

    Here is the textbook definition:

    na·tive ad·ver·tis·ing
    n. Native advertising is a form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed.

    Media where the ad follows natural form and function of where it is placed. So it is basically an ad…that doesn’t look like an ad? Sort of. Native advertising matches form and function, meaning it matches the visual design of the experience they live within, in both look and feel, with consistent behavior and the native user experience, functioning just like natural content. They integrate content into the organic experience of a platform. In simpler words, native ads act as part of the environment they are placed on – which can be a website, video, image, or any other platform – and even though they are sponsored content from a certain brand, they are not a clear banner ad trying to sell you something or get you to engage.

    Native advertising feels like it was created for the digital age, but it actually dates from way back. Advertorials – which is when an advertisement meets an editorial – first appeared in the late 19th century, when brands started running ads with longform copy in newspapers and magazines, telling their brand’s story as an editorial. Native ads then evolved to branded radio, with sponsored radio programs, to branded TV through commercials, soap operas and pop culture, all the way to infomercials and search ads. In the 21st century, native ads evolved to sponsored content in social media, articles, and online videos. And they can come in all shapes and types of platforms. From a New York Times article about Women Inmates, advertising the popular Netflix show Orange is the New Black, to a BuzzFeed video about cats, featuring the brand Purina. They can have a more serious tone, or simply feel like a funny joke.

    And they seem to be working. According to research from IPG media lab, consumers look at native ads 52% more frequently than regular banner ads and native advertisements registered an 18% higher lift for purchase intent responses than traditional ads. The click though rates are also much higher with 49x more clicks for native ads, according to MDG Advertising.
    So why go Native? Some people tend to avoid display ads and native ads turn to a viable form of advertisement for many publishers who value user experience. And user experience matters…a lot. Brand loyalty also changes with 32% of users valuing native ads over other forms of advertisements. Also, consider that 70% of Internet users want to learn about products through content over ads. Nearly every social network has sponsored ads and many publishers offer some type of native advertising on their sites. Any brand can do content-based native ads, and the product does not have to be front and center. Native advertising can help in building brand reputation and is a very effective way to connect to your audience without being forceful.

    The important thing to remember about native advertising is that it is not automated and it doesn’t come in ad boxes. Instead, native ads deliver high quality content integrated to a platform. They do not interrupt flow and are equal to user interaction, which is incredibly valuable to consumers. To learn more about native advertising and how it can work for your brand, contact us at ST8.

  4. The Story Behind 5 Icons Everyone Knows

    • by Admin

    Press play.

    We see a lot of icons every day and some arise in our day-to-day in such a natural way, we don’t even think of it. We all know the tumbled triangle that comes to mind whenever we think of the word ‘play’; same for the share button frequently seen in our social media timelines.
    But have you ever thought of who designed them? Is there a reason behind their format? This week we will be taking an in-depth look into these so-known symbols and the intriguing stories behind them.


    This icon is everywhere and across various media platforms. But we are left with a question: Where did it come from?!
    There is no exact idea of when this icon was originated. What we can say is that it was brought out from the 60s, the era of audiovisual and reel. The original triangle brought up the idea of time as an arrow, with its direction indicating whether time was going forward or backwards. The great success of this icon was due mainly to the globalization of the electronic equipment industry.
    Through its success, others icons have been generated from the same foundation: the triangle.


    We all have something with this icon. From the useful, ubiquitous, and cheap, the symbol is present in many devices and cables. From chargers to external drives, amongst many others, simplifying the use of many cables.
    The idea behind this symbol was Neptune Trident Dreizack. The trident symbolizes power, in the sense of being a single connector for multiple devices. The different shapes at the ends symbolize the drive.
    As this symbol is rather abstract, the three USB letters are often used instead, and the icon is to be left this way until it becomes standard on a global scale.


    Of all the symbols on this list, Bluetooth definitely has the best story.
    In the tenth century, Danish King Harald Blåtand loved the blue fruit (blueberries) so much, his teeth were always stained with blue. The English translation of his last name is – you guessed it – Bluetooth.
    Bluetooth creates a secure way of exchanging data amongst several wireless devices, and its predominantly Scandinavian creators recalled the legend of the viking king, Blåtand.
    The king had an impressive ability to bring people together in negotiations without violence. The symbol represents the unified mountains of Scandinavia, as his way with words went so far as uniting Norway and Denmark as a single territory.

    On / Off

    One of the most universal symbols in existence, you will find this one across various devices. First originated in the binary system and used by engineers in World War II, the 1 means on, and the means 0 off.
    In 1973, the International Electrotechnical Commission came to the conclusion that a circle interrupted by a small bar in the center represents the state of “standby” for electronics (going back to the binary system). However, the Institute of Electronics and Electrical Engineers (IEEE) found this to be a very vague definition and decided that the symbol should simply represent “on/off”.



    The icon, looking something like a diagram, was developed by Alex King in December of 2006 and bought by ShareThis in 2007. It was originally made for the generic action to share a page, whether via social bookmarking or simply via email.
    However, this icon is not uniform for all websites and social media, as you can see on several platforms. The icon is changing and left is the question of whether this one is to lead in the future.

    Some symbols are universal, but that shouldn’t stop you from looking after your own. So why don’t you give us a call? Here at ST8, our design team is ready to take over and create the best icons and logos to fit your brand.

  5. What is Your Picture Worth? The Power of Image-Based Social Media Marketing

    • by Admin

    We all know the old saying “a picture is worth a thousand words” and, although cliche, the principle behind it could explain the latest changes in user behavior on social media.

    Research by the L2 and Olapic showed us that while brands post an average of 9.3 times on Instagram, an up from the 7.5 weekly average last year, Facebook posts decreased from 11.1 to 8.8 per week in the same timeframe. Many Facebook users are experiencing signs of social media abandonment, with an estimated three million US teens leaving Facebook between 2011 and 2014. Although they may not be deleting their accounts, there are many clear social media ‘ghosts’ who are simply not engaging.
    Brands know that everything they post on Instagram will appear in their fans’ feeds, while Facebook may or may not feature your post depending on the type of content they find appropriate for each user. And although users may “like” your page, if they are not willingly and often engaging with your content it could be months before you appear on their feed, if at all.

    Facebook’s April 2012 billion dollar acquisition of Instagram is now valued at $35 billion. The company is offering ad packages across both platforms, with Instagram focusing on aspirational branding.
    Brands find that product images in the context of lifestyle deliver much higher engagement than other posts, and they are taking over these image-based platforms with alternative forms of advertising. In addition to cultivating brand-specific accounts, many companies will also cultivate relationships with power-users. These are users with frequent presence and a huge following who can work with your brand to feature products that will reach a large audience more organically than with traditional advertising.

    Snapchat is also taking over the image-based social media marketing trend, parting from the same principle that images could be the answer to engage more consumers. Snapchat wasn’t built for brands, yet with the introduction of new features, such as discover, brands can now make the most out of their audience engagement.
    As users, we tend to post things we love, things we are excited about and we would like to share. The more authenticity you put on social media, the more you can get out of it and by pairing their efforts with the right brand advocate, companies can get the most out of users who will likely share and engage with their content, as it is associated with their likes and personality. As a brand, being relatable can be one of your most powerful tools.

    Feeling apart from the crowd? Why don’t you drop us a line? Let us work together and introduce your brand to the latest social media marketing trends.

  6. The ABC’s of Landing Pages That Work

    • by Admin

    When you click on a landing page, what’s the first thing that pops in your head? Are you annoyed, amused, perhaps intrigued? Talking about landing pages, the main thing to be aware of is impression. How do your visitors see you? Are they engaged and interested or will they move on to the next page within seconds? There are few things that create a better first impression than a well designed landing page, and the key is to understand your visitors and what leads them to take action.

    But, what is a landing page?

    A landing page is any page on a website where traffic is sent specifically to prompt a certain action or result. One way of understanding the process is to think a soccer match during penalties. When the whistle marks the beginning of a penalty, the goal is to get the ball to, well, hit the goal! Similarly, landing pages work with copy and design and their goal is to get visitors to take an action.
    Landing page traffic can come from various sources, from a pay per click or marketing campaign, banner ads and sponsorship graphics to email links and blog posts. The best landing pages are simple, well-designed and speak to the right audience.
    And how is my landing page different than my website?
    From landing pages to websites there is one major difference: your visitors. There are two different types of visitors, coming from two different backgrounds: the ones landing on your page and the ones who just end up there.
    The first type probably knows you. They likely typed in your name or web address and probably were referred by someone, read one of your articles or an email they signed up for. You won’t need to try hard to sell them anything, but you will need to make sure their experience is the best possible and they have easy access to all navigation and resources they will need to continue to get and know you better.
    The second type doesn’t know you. They found something floating around the web and somehow got linked to your page. They may be skeptical too. The goal here is to educate, convince (nicely) and most of all, make them feel comfortable. You want them to be curious about your business and the solution you could provide them. You want this interaction to be simple, direct and effective.
    Making sure to track both your landing page and website performance is the best way of understanding your visitor’s actions to set up a strategy and reach your conversion goals.
    There are a lot of parts and terms to landing pages and working with the basic ABC’s, we found a great infographic where you can get all the information you need to design pages that work:


    Need help with your landing page and website design? Contact us at ST8. Let’s work together and create the best strategy to impress your visitors.

    Infographic and featured image via Copyblogger.

  7. Online marketers – don’t forget you’re building a brand.

    • by Admin

    Online marketers – don’t forget you’re building a brand.

    It’s easy for online marketers to get caught up in all the technical stuff like click-throughs and conversion rates. I mean, it’s this type of data that makes online marketing so awesome, right? Right. However, it’s important for us to step outside our digital box and see the brand from someone else’s point of view. Those “clicks” are real people who don’t give a flying fudge what your conversion rate is or how much money you just paid Google for their visit…they’re just surfing the web. They will develop a perception of your brand based on this experience. It’s inevitable. That “click” is now a walking, talking, tweeting, posting advertisement that you once had a chance to influence. Did you create a positive brand experience for them? Don’t forget, between the analytics and optimization, you’re building a brand.

    Your brand has a story to tell. A common expression, but a simple truth nonetheless. What is a brand without a story? Boring, thats what. To our benefit, the internet is one of the most versatile story-telling machines out there! There are endless ways to share your story online. One of the most obvious and necessary places to share your story is on your website. This is your home turf, so whether you think your website  represents your brand accurately or not, it does. Your visitors make immediate assumptions of your brand based on your website’s design, usability, loading speed, color palette, and so many other subconscious indicators (including your SERP – #1 is perceived as the industry leader). Investing in smart website design is an important aspect of telling your brand’s story and it should not be overlooked. Thankfully, we have analytics that help us improve this user experience and lead to more effective story telling.

    Thanks to the rise of social networking sites, branding has taken on a whole new meaning over the last 10ish years. Networks like Facebook allow your brand to live your story in real time. Genuine brands truly have a chance to shine here. While engagement metrics help us know just how bright we’re shining, the number of “shares” cannot truly measure impression #268’s delight with your Facebook page and how many buddies he told at the bar.

    If you do it right, your brand’s story plays a major role in your online marketing strategy. When everything works together and flows in the same direction, genuine brand experiences are born and a healthy web presence follows.

    “Quit counting fans, followers, and blog subscribers like bottle caps. Think, instead, about what you’re hoping to achieve with and through the community that actually cares about what you’re doing.” Amber Naslund, Author

    “Let your originality – your specialness, your brand personality -come through in your online content.” -Ann Handley & C.C. Chapman, Author, Content Rules

  8. Embracing the Growth of the Omni-channel Consumer

    • by Admin

    Here at ST8 it is not only our responsibility to understand your brand, but also to recognize the needs, desires and habits of your brand’s target market. This requires a vast amount of research into the target mindset and most importantly what influences their purchase decision. Recently, there has been a vast amount of research conducted on the consumer once they have entered purchase mode and some interesting patterns have begun to arise.

    In this digital age, the pursuit of a product or service has changed drastically. No longer are retailers strictly relying on storefront displays and striking print ads to garner a customer’s attention. With the access of technology at their fingertips, consumers are relying on their own insights, as well as the insights of other consumers, to reach a purchase decision. Online resources provide a consumer with detailed imagery and product description, user reviews, and often even videos. These features are all designed to lead the consumer towards a more educated purchase decision. By creating this relationship with the buyer, they are more likely to feel confident with their purchase and less likely to experience post-purchase buyers remorse. Because of this, the need for in-store-handling of a product is no longer the most important part of the shopping experience. The fear of online shopping is dissipating and consumers are now relying heavily on search engine “point-and-click” ease of access more than any other resource when making a purchase.

    Successful businesses and retailers are catching on to this trend and faceting it to achieve sales and success. By incorporating an Omni-channel approach to retailing, businesses are ensuring that the knowledge their consumer craves prior to making a purchase decision is easily accessible and seamlessly consistent. They are replacing the experience of stepping into a store by providing their consumer with information and an online experience that can mimic, and even exceed, the former.

    This article by Nathan Saffran delves further into the insights of consumer purchase decision-making.

  9. The future of SEO?

    • by Admin

    For the last two years, the field of search engine optimization has been largely fueled by keywords and their rankings. It’s all about getting on the first page. However, last month, Google announced that they will not be providing over 80% of keywords that site traffic come from, making the job of internet marketers such as ourselves quite difficult.

    However it is important to realize that the Internet is thriving, and therefore online marketing is also alive and well. There is a lot of value to websites beyond ranking keywords, and now Google is rewarding sites that focus on important topics such as design, content and authority. Now that keywords are not provided, in order to rank highly in search results, it is more important than ever to become an authority on the topic or product your business is selling.

    In SEO, the new goal is to drive traffic to pages by being a source of authority, and not just based on keywords alone. Now it is important to create quality content in the form of copy, blog posts and images and promote the content to interested audiences through social media. It also helps to develop relationships with other sites or bloggers that are influencers on your topic and think of ways you can work together to create more content.

    As for design, it is more important than ever to have a technically-savvy site that is both visually savvy and a source of great content. It should be easy for all search engines to load. It should also be easy for people to navigate your site and learn information from it. There should also be links to social media profiles if applicable so that people can refer to them as reference to how others view your company. These profiles can also rank highly in search engine results as representative of your company.

    Therefore, the future of SEO lies not in keywords but with content and becoming a source of authority on your chosen topic.

  10. The Marriage of Search & Social Marketing is Upon Us

    • by Admin

    This write-up from Search Engine Land is really something. The marriage of search engine marketing and social media marketing. It makes sense, doesn’t it? Both marketing efforts are dependent upon producing quality content…it’s about time they got together. After reading this article, Ask us about our Search & Social Marketing package.

    “The search and social graphs have made giant strides in the recent past. Even two years ago, people were skeptical about the relationship between search and social media. Fast-forward to 2013, and we are now faced with a complex and large search and social ecosystem that offers a world of opportunity to SEO marketers while transforming their role.

    Several forces are behind this transformation. The relationship between social and search has changed. Social is now also being consumed locally and in multiple formats such as video.

    Social engagement is becoming more dependent on quality content and the relationship between social and mobile, making it essential that marketers dig deeper into search, social, local and mobile data to understand how it can impact rankings.

    Today, I would like to focus on five key developments that have fueled this rapid change while in parallel, sharing data and results from the BrightEdge 2013 Search Marketer Survey that was sent to over 4,500 brands and provided insight into how marketers are leveraging the change in the search and social media relationship in 2013. (Disclosure: I’m the founder and CEO of BrightEdge.)

    1.  Social Media Data Fuels Most Of Big Data Growth

    Social media comes in multiple data formats. In my last article, I talked about the importance of Big Data and it’s relationship with search marketing. Over the last two years, 90%of global data has been produced by digital and social content.

    The adoption of smartphones and tablets, and generation of location data primarily drive the growth of social data. A breakdown of how this forms part of the big data picture is highlighted below:

    from “Big Data In Small Pieces – Facebook Graph Search” by Andy Betts

    2.  Growing Relationship Between Social Signals, Rank & Content

    To get a sense of the magnitude of the opportunity when it comes to tapping social networks as a channel for sharing content, it is useful to look at the following statistics:

    •1 billion Facebook users

    •200 million Twitter users

    •200 million LinkedIn users

    •135 million active users on Google+

    •3.3 billion pieces of content shared on Facebook each month

    •5 billion Google +1’s a day

    Source – 2012 Internet in numbers

    Social signals do impact rankings. Google CEO Larry Page said as much in his speech at Zeitgeist Americas. Of course, there are challenges in search engines gaining access to social signals that may not be publicly available. However, signals like +1s and Tweets do influence which pages are most relevant for keyword searches.

    Danny Sullivan articulates the importance of social signals in search, especially Google Plus:

    Anybody who cares about ranking well on Google absolutely needs to be using Google Plus. It’s so integrated with everything that they’re doing, and we can see that it can have some direct relations now as well. It’s stunning to me that people still don’t do that, and I think the people who are doing it now are going to be well ahead of others.

    Social media marketers now have a huge opportunity to impact SEO, improve search rankings, and increase revenue generated through organic search. Focusing on the content of social media activities to uncover the exact areas that will boost SEO and offer actionable recommendations to increase visibility on search engines is becoming a key priority for search marketers

    Over 80% of search marketer respondents from the BrightEdge survey stated that in 2013, they will focus more on social media as a productive channel to improve rank. The more the search and social teams work together, the greater the synergies in terms of rankings and sharable content. What is shared ranks, and what ranks is shared.

    Moreover, content related to social engagement is the most important type of content that marketers are prioritizing in 2013. Seventy-eight percent (78%)  of the marketers surveyed stated that they will be focusing on this in 2013.

    3.  Rise In Correlation Between Social Sharing & Search Performance

    Understanding the exact correlation between social sharing of your pages and rank is growing in importance. It is essential, as marketers further integrate social media and SEO strategies.

    Identifying this correlation and analyzing the content being shared helps marketers reinforce what’s working while adjusting social sharing activities that do not have a positive correlation.

    Measuring and managing this correlation is proven to work. TinyPrints saw a 47% increase in rankings by integrating its organic search and Twitter strategies based on a clear understanding of this correlation.

    At a conceptual level, this is about integrating SEO metrics with Social data. While the above discussion is about using Social for the benefit of SEO, the converse is valuable, too. I had discussed this in my earlier post, Take Twitter Campaigns To The Next Level With SEO Data.

    Social media marketers trying to engage users on Twitter can utilize synergy with their SEO counterparts to:

    1.Understand which topics (keywords) tracked on the SEO side are trending on Twitter

    2.Identify existing pages/content already mapped to these keywords from an SEO perspective

    3.Share these pages through Tweets that contain the language (keywords) used to describe the trending topics.

    4.  Search, Social, Local & Mobile Are More Intertwined Than Ever

    According to Google, 20 percent of all Google searches have local intent and 40 percent of Google mobile searches have local intent.  The phenomenal growth of local and mobile search and usage has meant that in order to innovate and optimize for mobile search, understanding local search is vital in 2013.

    Over 75% of search marketers surveyed stated that that optimizing for local search will be more important this year.

    What’s more:

    •Mobile accounts for 13% of all global Internet traffic

    •Over 1.3 exabytes of global mobile data traffic was generated per month in 2012.

    •There are over 1.1 billion global smartphone subscribers

    •There are over 5 billion mobile phone users


    Mobile & Tablet Search Optimization Is A Key Priority In 2013

    As marketers optimize for local and more and more people access local information via mobile and tablet,s we have seen an increase in focus on optimizing for multiple device types.

    Eighty-eight percent (88%) of search marketers from the BrightEdge survey stated that optimizing their site for mobile phones and tablets will be more important this year. This will generate even greater volumes of social data for search marketer to take advantage of.

    As with desktop search, many marketers now look at mobile data and rankings to see how their own campaigns and their competitors’ are performing, and how that ties into their Web analytics.

    With tablets, there will be different conversion metrics, different keywords to optimize for, and other considerations. For example, Adobe, a client and BrightEdge partner, produced the visual below on optimizing for tablets.

    5.  Innovation In Search & The Social Graph Is Progressing Rapidly

    Facebook’s launch of Graph Search signifies the fusion of data and social innovation. Facebook Graph Search allows you to search and be presented with results based on your personal social graph (Likes and connections). The information you are served from Facebook’s Big Data set is relevant to what your friends and connections like, and SEOs will adapt accordingly.

    Depending on marketer goals for social engagement, different marketing organizations prioritize different social media channels. Looking at the survey results, we can see that Facebook and Google+ are key areas of focus for the search and social marketer this year.


    2012 saw a rapid increase in the amount of search and social data that we use. The growth of local and mobile search has fueled the accessing and sharing of this data. In 2013, marketers are focusing on hybrid, content-driven search, social and mobile media campaigns and innovating in line with the rise of local search and social graph development.

    Keeping pace with change is key challenge, but also, as the survey data suggests, a key opportunity for the search marketer this year.”