Reids recap of smx east 2013

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  • 1. SEO Highlights of SMX East 2013
  • 2. Overview All SMX East Slides here. Main Sessions I’ll cover: • Life Beyond Google: Diversifying Your Digital Marketing • Getting Mobile SEO Right – Because Now Google Really Cares • Scaling Your Search Marketing Efforts: Agency Edition • Think You Know Good Content? Fuggedaboutit. Here’s What Really Counts • In-House SEO And PPC: What You Can Learn From Each Other, Optimally • Rock-Your-World SMX Takeaways
  • 3. Penguin-Proof Link-Building “Google can never devalue relationships” - Neal Rodriguez, @notifyneal
  • 4. Life Beyond Google: Diversifying Your Digital Marketing Interesting Sidenote • This was the most packed session I attended, and the attendees were largely in-house • Many marketers must feel over-dependent on big G. 3 solid presentations and slide decks • Life Beyond Google: Building a Better Marketing Model by Ted Ives, @tedives • Finding and Measuring Success on YouTube by Matt Ballek • Diversifying Your Digital Marketing Efforts by Brandon Hassler, @brandonhassler
  • 5. Life Beyond Google: Diversifying Your Digital Marketing, pt 2 The old way is oriented around how you allocate your budget.
  • 6. Life Beyond Google: Diversifying Your Digital Marketing, pt 3 How Marketers should think about Marketing • • Be customer oriented. Think about whole system. Then think channels. Ask “what are we going to communicate to who?” Then you can ask “how do we do it?”
  • 7. What Are The Most Important Search Ranking Factors? A rehash of 2 must-read (correlation) ranking studies • 2013 Search Ranking Factors By Matthew Peters from Moz, @mattthemathman – • Link to main page of Moz study here. What are the Most Important Search Ranking Factors? by Marcus Tobers from Search Metrics, @marcustober – Link to main page of Search Metrics study here.
  • 8. Getting Mobile SEO Right – Because Now Google Really Cares • ¼ of searches are mobile • Google projects mobile search volume to overtake desktop • Good Slides in Why Getting Mobile SEO Right Matters by Bryson Muenier, (@brysonmeunier) • Pierre Far from Google (@pierrefar) was backing Bryson’s stuff up • Mobile-specific quality considerations will become a ranking factor • Additional articles on mobile best practices by Google: – – – Changes in rankings of smartphone search results Common mistakes in smartphone sites Building Smartphone-Optimized Websites
  • 9. Getting Mobile SEO Right – Because Now Google Really Cares, Pt 2 – from Bryson Muenier
  • 10. Getting Mobile SEO Right – Because Now Google Really Cares, Pt 3 The Big Mobile Mistakes to watch for:
  • 11. Scaling Your Search Marketing Efforts: Agency Edition …Or “How to Grow Your Agency” • 2 Great presentations/slide decks • Scaling Search Marketing Agency Efforts by Wayne Sleight, @waynesleight • Scaling Your Search Marketing Efforts - Agency Edition by Phillip Thune, @textbroker
  • 12. Scaling Your Search Marketing Efforts: Agency Edition, Pt 2 Wayne’s 5 pillars of growing an agency
  • 13. Think You Know Good Content? Fuggedaboutit. Here’s What Really Counts It’s all about good SEO Content • Eric Enge, @stonetemple – – Say something unique and that doesn’t mean changing the words so that it’s not technically duplicate content. • Creating Good Content That Really Counts by Amy Vernon (Digg champion), @amyvernon • How To Turn Brain Science Into Bucks by Heather Lloyd Martin, @heatherlloyd – – My favorite presentation All about how to create more compelling sales copy
  • 14. Think You Know Good Content? Fuggedaboutit. Here’s What Really Counts, Pt 2 To drive action, get emotional
  • 15. Think You Know Good Content? Fuggedaboutit. Here’s What Really Counts, Pt 3 Heather’s Top Tips: • TAKE TESTIMONIALS TO THE NEXT LEVEL – – Social proof Match testimonials to different verticals/audience segments • WE CAN LEARN FROM INFOMERCIALS – • USE THE POWER OF THREE TO YOUR ADVANTAGE – – • Stories sell 3 word headlines, 3 bullet points, 3 copy blocks, etc… (thought this was reminiscent of Dale Carnegie’s, "Tell them what you going to tell them, tell them, then tell them what you just told them.”) LET’S GET TEXTURAL – “Use vivid, sensory, emotional adjectives to engage the brain” - Roger Dooley
  • 16. Conversation: Where’s SEO Going In 2014? Main Takeaway = The SEO Industry is Friggin INSANE
  • 17. In-House SEO And PPC: What You Can Learn From Each Other, Optimally What In-House SEO and PPC Teams Can Learn From Each Other by Mark Munroe (@markmunroe) and Evan Waters (@ppcbro) • …Or “SEO + PPC: living together in perfect harmony” • Contrary to popular belief, – When both PPC and SEO listings are in SERPs, CTR for both typically goes up
  • 18. In-House SEO And PPC: What You Can Learn From Each Other, Optimally, PT 2 Ways PPC can help SEO (Mark & Evan) • Split Testing – – • Keyword Research – – • Infrastructure and proces Tips from past A/B Tests Especially for long-tail content Especially to help understand what converts Improving CTR in SERP listings – Successful PPC ad copy can be used in Meta Descriptions and Titles
  • 19. In-House SEO And PPC: What You Can Learn From Each Other, Optimally, PT 3 Ways SEO can help PPC (Mark & Evan) • If CPC is too expensive to be profitable for important keywords – • Then, consider attacking those keywords with SEO Helping with negative keywords – Ideas and quality data from organic data • Helping with geo-targeting via organic data • Boosting quality score via SEO-informed landing page optimization
  • 20. In-House SEO And PPC: What You Can Learn From Each Other, Optimally, PT 4 Ways SEO and PPC can help each other at same time (Mark & Evan) • Controlling SERPs for banded search – – • Understanding what’s the best landing page for branded searches – • To improve CTR (when there’s competitor ads) For reputation mgmt Sitelinks and keyword-use Conversion-rate optimization on landing pages
  • 21. Rock-Your-World SMX Takeaways Multiple speakers summarizing key takeaways Session slides in one deck here. • Eric Enge, @stonetemple – – • Author Rank: not here yet, but coming Think strategically, not tactically Rhea Drysdale, @rhea – – – – – – – Diversify your marketing Don’t take what you hear at face value All about that ROI - focus on what matters Develop content that helps your audience Secure search not going anywhere SEOs are behavioralists Entity search and knowledge graph is big – Hopefully link building will die – Be a legitimate business/brand
  • 22. Rock-Your-World SMX Takeaways, Pt 2 • Jim Yu, @jimyu – – – – • Embrace mobile. At the end of this yr, more mobile devices than people. Optimize mobile landing pages Content expectations are different for mobile Elizabeth Marsten, @ebkendo – Mobile matters – a lot – If you need to convince a client (or boss), there’s so much data available, that there is no excuse not to do mobile right
  • 23. Rock-Your-World SMX Takeaways, Pt 3 • Matt Van Wagner, @mvanwagner – • Annalise Kaylor, @annabelleblue – – – • Google Display Network is all about finding “perfect placements” Social media is a tactic, not a strategy. Social media isn’t 100% of one person’s job. It’s 1% of everyone’s job. Targeting is your friend Alistair Dent, @periscopix – Enhanced Campaigns (AdWords) rock ->