As you strategize your marketing efforts for 2021, it’s important to understand how the digital marketing landscape is evolving. New technologies, tools, and tactics are coming to the fore, changing marketers’ promotional strategies across marketing channels. In this presentation, seasoned experts Pinar Ünsal, and Zaryn Sidhu shared their insights on SEO, PPC, and Paid Social trends. These slides were presented at the SEMrush webinar "Marketing Channels: The Digital Marketing Trends for 2021". Video replay and transcript are available at https://www.semrush.com/webinars/marketing-channels-the-digital-marketing-trends-for-2021/

2. Marketing Channels:
The Digital Marketing Trends for 2021 -
SEO, SEM & Paid Social
Pınar Ünsal

3. PINAR ÜNSAL
One of the founders of Kubix Digital, a search-focused digital
marketing agency based in Istanbul & Berlin
More than 15 years of experience in search engine marketing
Ex-Googler & was part of the ‘landing crew’ heading up
Google’s Turkey office back in 2006
Judge for the US Search Awards since 2016

4. 2020!
What A Year …
Learnings from 2020
4

5. 4.66 Billion
60%
2020
6 Billion
75%
2022
7.5 Billion
90%
2030
2.5 Billion
45%
2013
A Couple Numbers First -
Internet Users Worldwide
Source: October 2020 UNITED NATIONS; GSMA INTELLIGENCE; ITU; GLOBALWEBINDEX; EUROSTAT; SOCIAL MEDIA
PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS AND INVESTOR EARNINGS ANNOUNCEMENTS

6. Covid-19: Increase In Online And Digital Activities
Source: April 2020 Digital 2020 April Global Statshot Report

7. Seasonality Has Changed Significantly Due to Covid -
Shi t In Demand
⋆ People are working remote and are commuting less → leaves more
time to search, watch/read online
⋆ COVID-19 acting as a catalyst to bring many more older people online,
organisations can now use digital to reach a wider variety of audiences
than ever before
⋆ Shift in travel: People are looking at staycations and holidaying locally
⋆ People spend a lot more time on Social media platforms for
socializing, watching videos & e-learning
Volumes of searches have changed leading
to more opportunities in the SERPs

8. Christmas Shopping 2020 Search Queries
People are in their homes more and are therefore
investing in home improvements

9. 2020 In Summary For SEOs
December
core update

10. Winning Domains A ter The Core Update -
Total Gain in Visibility Index
Source: Path Interactive Lily Ray - 1,000+ Winners and Losers of the
December 2020 Google Core Algorithm Update

11. Losing Domains A ter The Core Update -
Total Gain in Visibility Index
Source: Path Interactive Lily Ray - 1,000+ Winners and Losers of the
December 2020 Google Core Algorithm Update

12. 2021
Tips For You To Get Ready For 2021
12

13. PPCs: AI / ML Will Get Better & Will Be Used More
→ Start Using It

14. SEOs: Get Ready For CORE WEB VITALS -
Core Update Planned For May 2021

15. Make Sure That LOCAL
Is At The Heart Of Your Digital Marketing Strategy
From global companies to small SMEs,
local is going to be key moving into 2021
➔ We have learnt how to be reactive and had to
optimise GMB more than ever
➔ Consumers are supporting smaller businesses
more than ever
➔ With more of a focus the landscape may
become more competitive.
Source: Claire Fair - Impression “How to tackle the shifting search landscape with
SEO in 2021” Searchmetrics November 2020

16. Focus on the INTENT of your keywords & understand
how they are interpreted across multiple channels
You need to have long term strategies that are agile in place
to be successful in 2021
➔ Informational content is more important than ever → Many new online
shoppers
➔ When optimising for transactional vs information search intent identifying
your competitor landscape is key
➔ Working collaboratively with other channels to gain intent insights for your
business should be a focus → Big picture strategy will become more valuable
Source: Cloire Fair - Impression “How to tackle the shifting search landscape with
SEO in 2021” Searchmetrics November 2020

17. 10 SEO/PPC Trends To watch For In 2021
1. Artificial Intelligence Will Play a Larger Role in SEO/PPC
2. Voice Search Will Impact Search Queries → 55% households with smart speakers
3. Mobile-Friendliness Will Impact Search Rankings
4. Content That Fulfills the Google EAT Principle Will Rank Higher
5. Diversification is key for a winning PPC strategy → Test LinkedIn Ads
6. Featured Snippets Will Become More Prominent
7. Predictive Search Is Set to Improve → Google Discover
8. An Effective SEO Strategy Will Need to Include Video
9. Image Optimization Will Play a Larger Role in Search
10.Data and Analytics Should Become Your Priority If You Want to Remain Ahead
in Rankings & see the big picture of you digital marketing efforts

18. People Want More From Brands
Since COVID-19
Source: GlobalWebindex Report September 2020

19. 19
Thank You!

20. Merry Christmas
and a Happy New Year!
Questions?
20

21. Zaryn Sidhu, Digital Marketing Strategist
📍 New York City, US
Market & Hustle

22. 3 Hours, 10
minutesAvg. Time Spent on a Mobile Device in the
U.S.

23. COVID-19 Has
Accelerated
Global Social
Media
Consumption,
and User Penetration

24. Facebook & Instagram continue to dominate
the social users’ attention.

25. Facebook Has Moved Quick to Address
Consumer Behavior Change

26. 1st
Party Data Will Continue to Drive a
Competitive Advantage
OPPORTUNITIES & WATCHOUTS:
• CRM List & Lookalike Audiences
• RTG Pools, Cookies, and the Conversion API

27. Dynamic Capabilities Are Now a Staple for
High-Performing Campaigns
• Placement Optimization
• CBO – Campaign Budget Optimization
• Dynamic Ads
• DPA: Dynamic Product Ads
• DABA: Dynamic Ads for Broad Audiences
ENABLE FLUIDITY:

28. Omni-channel Wins Big for Brick & Mortar
Retailers with Growing E-comm Programs
OMNI-CHANNEL TACTICS:
• BOPIS
• Store Traffic & Offline Sales
• DPA as a Hybrid Tactic

29. A Winning Paid Social Strategy on
Facebook in 2021
Leverage
Your 1st
Party
Data
Enable Fluidity &
Let Facebook
Optimize
Think
Omni-channel
With Your
Tactics
/MarketHustle