Dark search, dark social & everything in between

In an advertising world where tracking matters more than ever — where understanding our consumers and knowing exactly how to reach and target them is top of mind — dark search and social can be terrifying to marketers. Getting past this fear and understanding the data behind “dark” is exactly what Marshall Simmonds tackled in his recent SMX West session on “Dark Search, Dark Social & Everything In-Between.”
An industry leader since 1997, Simmonds is no stranger to deciphering search data. During his tenure as Chief Search Strategist for About.com, he was responsible for building the brand into the most successful content network on the internet. When About.com was acquired by The New York Times, Simmonds remained in the position, responsible for search strategy and exposure for NYTimes.com, Boston.com, IHT.com and About.com. Now he spends his days leading the team at Define Media Group, an SEO company that specializes in enterprise search marketing and strategic audience development.
As head of social at MMI Agency, I was

Search Engine Land Source

5 Essential Search Trends That Will Impact Online Revenue In 2016

The search and content marketing world has undergone some major changes during 2015. The stage has been set for a shift away from producing content for its own sake. Instead, there is a trend towards the use of search and social data to guide content creation. This development will be a critical part of boosting engagement for brands and helping their content attract the desired audience.
Although the content itself has a central role to play in the conversion of customers, the importance of the more technical side of search optimization should not be overlooked. The industry maturation has also impacted where brands need to focus their efforts on the behind-the-scenes tasks that help to drive content forward and into the limelight.
Here are five SEO trends brands should pay close attention to as they move into the New Year.
1. Mobile Apps Will Need To Be Optimized
Mobile apps are likely to become an increasingly significant factor for search and

Search Engine Land Source

From SEO To SXO: Search Experience Optimization

How does one win at SEO in 2015 and beyond?
Some of the directives we have been hearing for years are truer than ever:
“Just create great content!”
“Content is king!”
“Build a quality site!”
But what is “great?” How do you measure “quality?”
You can’t evaluate content quality without considering the expectations of the user. It doesn’t matter how well the content is written if it’s out of sync with the user’s expectations. Great content, in the context of search, means you have moved beyond SEO to Search Experience Optimization (SXO).
The Search Experience Starts On Google And Ends On Google
Typically, user experience (UX) optimization focuses on optimizing success metrics. Perhaps those metrics are based upon converting users into buyers, gathering email addresses, generating page views or getting users to click on ads.
These are your metrics, not Google’s — they are your customers, not Google’s. With SXO, you need to focus on Google’s customer. This experience starts and ends on Google.
We have access to all sorts of metrics

Search Engine Land Source