Digital Search in the Post-PC Era:The Impact of Right Side Ads

Rich MastrianiDirector SEOWyndham Hotel Group

http://www.nj.com/entertainment/index.ssf/2016/04/50_jersey_foods_you_must_try_before_you_die.html

Transition from Demand Marketing to Crowd Based Power

Source: http://www.socialmediathinklab.com/wp-content/uploads/2014/02/4-Labrecque_vor-dem-Esche_Mathwick_Novak_Hofacker_2013_Consumer-Power-Evolution-in-the-Digital-Age.pdf

Google Market Cap

Facebook Market Cap

Over 1.2 Trillion Searches per Year

Growth Rate of Google Searches

has Declined

Google Ad Spend Growth Decline 4th Quarter 2015

Increases in ROI by Serving less content within the SERP

Facebook performance is Improving.

Facebook:Outperforming Global Display Ads

2/19/2016:Google Officially Moves Removes Right Side Ads on Desktop

Right Side Ads

Current State

Organic Began Capturing More Search Traffic

Validated by an Additional Lift in Conversions

Industry Wide: Improvements in CTR

What Should SEO’s Do?

Focus on Additional Channels that Drive User Intent

Use Schema to Highlight Content for Quick Answers

Focus on Local Search

Specific Data•Visits•Click for Directions•Click to Call

Thank You!