Live at MozCon 2014: 5 Big Trends from the Last Year in Online Marketing

By Scott Garrett | Jul 14, 2014
More Articles by Scott

MozCon 2014 is here and it started with a great intro by Moz’s founder, Rand Fishkin. Rand opened the show with a look at the big trends from the last year in online marketing. Below are the 5 main trends that he discussed.

MozCon 2014

#1 Regulations

New regulations regarding online privacy issues have effected online marketers and with more regulations on the horizon, this trend will only be likely to continue. The effects of “Cookie Law 2013”  have been felt by UK marketers, and the EU’s recent passing of “Right to be Forgotten” may prove to be an interesting hurdle for marketers to overcome in the near future (especially content publishers). The majority of the recent regulations have taken place in Europe, but similar legislation could be passed in the States sooner rather than later. The FTC already has disclosure guidelines regarding the use of individuals as endorsers in online ads, but it does appear that Google’s lobbying efforts have allowed them and online privacy laws in the States to avoid them.

Google Lobbying MozCon 2014


#2 Inbound vs. Content Marketing

The term “Content Marketing” appears to beating the use of the term, “Inbound Marketing.” While inbound and content marketing mean two different things, outside the search industry many people view the terms as interchangeable. Traditionally, inbound marketing as Rand said is, ” Marketing based on earning attention rather than interrupting” and content marketing is seen as, “Producing and promoting content to earn customers”.

inbound vs content marketing: MozCon 2014


#3 Google’s penalties have taken a toll on spam, but hurt many businesses too

The continual updates coming from Google have greatly reduced the amount of spam, but Google is looking more and more to webmasters and marketers to identify spam, so that they can punish them. This change of pace from Google handling all the spam to looking to users to self identify spam is a sign that the amount of content being created and published on the web is continuing at record levels.

Google Spam: MozCon 2014

#4 We are nearing the end of “SEO” as a job title

SEO is no longer a job separate from the other functions of online marketing. Increasingly SEO is part of a more holistic approach to online marketing, which is comprised of many of the elements illustrated in the graph below:

SEO Job: MozCon 2014

#5 Google is shortening the searcher’s journey. On the surface, this appears to hurt publishers, but reality may be more complicated

Knowledge graph is increasingly scraping content from sites and putting that content above search results to more quickly answer a user’s question. As Rand said,

“Google needs to create and feed search addiction. Instantaneous answers that don’t require a click gives them the ability to grow searches per searcher per day. Instant answers means fewer clicks/queries on average, but more searchers addicted to searching could mean a bigger pie for us all.”

Rand seems slightly more optimistic than most regarding the negative consequences, but only time will tell what the final outcome will be for content publishers. Rand did suggest the below to help soften the blow of knowledge graph to your site:

knowledge graph MozCon 2014

Going Forward

It is good to look back to better understand what is coming in the future. Please continue to look out for more of my posts coming from MozCon 2014 in the coming days.

What do you think will be the major online marketing trends for 2014? Comment below and follow me @ScottGarrett89.

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