@MediaWyse + Casey Markee#StateofSearch
@MediaWyse + Casey Markee#StateofSearch
Who is this Casey guy?• Head of SEO Support for SEN• Founder of Digital Agency Media Wyse• Author of 400+ SEO & SMO articles• 16+ years actual working SEO
Experience• Trained SEO teams on Five Continents• Co-Author of the “Unfair Advantage
Guide to Winning the Search Engine Wars”
• Contributor to “The Web Untangled: The Handbook for Building an Online Business”
• Rabid Bacon & Craft Beer Aficionado
@MediaWyse + Casey Markee#StateofSearch
Law of Wearables Success Wearables Market Overview Wearables SEO w/Beacons Hyperlocal Targeting iBeacon vs. Eddystone vs. FB Beacon Case Studies
Designing your Beacon Campaign
What will we Learn Today?What will we Learn Today?
@MediaWyse + Casey Markee#StateofSearch
The Law of Wearables Success
@MediaWyse + Casey Markee#StateofSearch
“In order to be successful, any given piece of wearable technology has to be useful the entire time it’s on your
body.” – Niley Patel, The Verge
@MediaWyse + Casey Markee#StateofSearch
Wearables Market Overview
@MediaWyse + Casey Markee#StateofSearch
@MediaWyse + Casey Markee#StateofSearch
@MediaWyse + Casey Markee#StateofSearch
Apple is the New King of the Wearables Market!
@MediaWyse + Casey Markee#StateofSearch
5 Million Apple Watches Sold for $4+ Billion in Revenue.
…And with a hefty profit margin of 60%+
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“Sales of Apple Watches are up sequentially and have exceeded our
expectations.”- Tim Cook
Apple 3rd Q earnings call – Tuesday, 10/27
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Apple is now the largest “Luxury” Watch Retailer in the World
(passing Rolex).
@MediaWyse + Casey Markee#StateofSearch
Global Smartwatch Shipments will reach 40+ Million Units in 2015!
@MediaWyse + Casey Markee#StateofSearch
By 2018, Smartwatches alone will move 91.6 Million Units!
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As SEOs we MUST target our client’s audiences on these
platforms!
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Wearables SEO with Beacons
@MediaWyse + Casey Markee#StateofSearch
Hyperlocal Targeting
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Wearables SEO = “Convenience Marketing”
“Delivering a personalized marketing message for a product or service in real-time to a target consumer
exactly when they need it!”- Casey Markee
@MediaWyse + Casey Markee#StateofSearch
How do you do this? With Beacons!
@MediaWyse + Casey Markee#StateofSearch
“Beacon technology is a location-aware low-cost transmitter that uses Bluetooth and geo-fencing to provide
apps a new level of micro-location awareness”- Wikipedia
@MediaWyse + Casey Markee#StateofSearch
Beacons are Small but POWERFUL!
Beacons are about the size of a quarter and cost between $5-80 each.
@MediaWyse + Casey Markee#StateofSearch
How do Beacons Work?
Image Credit: Makingittv.com
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What can you do with Beacons?
Image Credit: Kinetica.mobi
@MediaWyse + Casey Markee#StateofSearch
Facebook “Places Tips” trigger when within 100 ft of beacon.
Serve a “Welcome Note” to Visitors.
Serve prompts to “Like” the page or “check-in.”
Feature posts from your page or those of your Fans.
Facebook Beacons: Cool but Limited.
bit.ly/fb-beacons-signup
@MediaWyse + Casey Markee#StateofSearch
Apple iBeacons: App-Focused & Hot
App-Based (mandatory for messages)
Proprietary (but does work on Android)
Can send messages only through UUID (Universal Unique Identifier)
No use of EIDs (Ephemeral Identifiers)
@MediaWyse + Casey Markee#StateofSearch
Google Eddystone: The New Kid on the Block!
Supports URL and App for messaging.
Open-Source (available on GitHub)
Can send messages through UUID (Universal Unique Identifier), URL or Telemetry.
Uses EIDs (Ephemeral Identifiers) for secure tracking.
@MediaWyse + Casey Markee#StateofSearch
Why should you use Beacons?
Image Credit: Swirl.com
@MediaWyse + Casey Markee#StateofSearch
@MediaWyse + Casey Markee#StateofSearch
There will be 4.5 Million Beacons installed in the US by 2018!
@MediaWyse + Casey Markee#StateofSearch
The Future for Mobile is all about the “Digital Concierge”
@MediaWyse + Casey Markee#StateofSearch
Did you know you can already use BLE beacons to “check-in”
to your hotel?
@MediaWyse + Casey Markee#StateofSearch
iBeacon Case Study: Starwood Hotels (SPG)
@MediaWyse + Casey Markee#StateofSearch
Or use them to “navigate” your next trip to the grocery
store?
@MediaWyse + Casey Markee#StateofSearch
iBeacon Case Study: Marsh Supermarkets (IN)
bit.ly/ibeacons-101
@MediaWyse + Casey Markee#StateofSearch
Need to “catch” a train? There’s a beacon for that as
well.
@MediaWyse + Casey Markee#StateofSearch
Eddystone Case Study: TriMet PTA (OR)
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In Short: Beacons are Bad-Ass!
@MediaWyse + Casey Markee#StateofSearch
So How do I get Started?
@MediaWyse + Casey Markee#StateofSearch
Get a Beaconstac Starter Kit – Costs $89! Comes with 3 enterprise-
grade BLE Sensoro beacons Supports BOTH iBeacon &
Eddystone Each beacon can cover up
to 50ft and last up to 3 years.
The longer the distance, the shorter the battery life.
Full support and analytics provided up to 1 year.store.beaconstac.com
@MediaWyse + Casey Markee#StateofSearch
Designing your Beacon Campaign
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Are you Asking the Right Questions?
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Does your Messaging Provide “Value?”
@MediaWyse + Casey Markee#StateofSearch
What is the Optimal Context & Timing for my Beacon Messaging?
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Where can I most “Efficiently’ Deploy my Beacons?
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Are you Avoiding “Notifications” Overload?
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Are your Beacons an “Isolated” Marketing Initiative?
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Thank You!
@MediaWyse + Casey Markee#StateofSearch
@MediaWyse + Casey Markee#StateofSearch
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