Slides from 2013 SES Chicago Conference covering how SEO strategist can utilize segmentation to increase traffic, engagement, and conversions by aligned optimization tactics to the customer journey.
Finding Insights Needles in the Data Hay StacksJosh Braaten
All aggregate data is crap, as Avinash Kaushik says. That's why Google Analytics advanced segments are so handy. This presentation covers profound new GA segmentation features and capabilities that unlock a world of new insights and opportunities.
How to Craft Killer Content Strategy to Earn Links and Visibility : SES Chica...Alok Jain
How to Craft Killer Content Strategy to Earn Links and Visibility
Stop building links and start earning them by creating and curating content that is worthy of being shared. A successful content strategy is the fulcrum of your business. To succeed, your content plan must be diverse and creative, providing solutions and including hot topics that resonate with your target audience. But how do you start creating and curating the type of content readers and publishers can't stay away from?
In this session, you will learn:
* How to craft a content strategy that completely supports SEO, PR, social, and partnering strategies.
* What it takes to curate fresh, useful content that will be consumed, shared, and linked to.
Enterprise Content Optimization - Building-in and Managing SEO, Content Strat...Andrew Delamarter
Learn how to build-in and maintain SEO and Content Marketing into your large enterprise digital presence and workflows. Includes Content Strategy and Marketing checklists, SEO quality gates, and key content and inbound marketing metrics. Presentation from SES San Francisco 2013 by Andrew Delamarter.
Creating and Sustaining an Auditing Framework - Kayla Kurtz at SES ChicagoHanapin Marketing
Remember the days when all your keywords were in one campaign and maybe a handful of ad groups, and your biggest PPC pain was your daily budget? This may be a bit too nostalgic, but all the changes in paid search advertising over the last couple years, it almost feels that drastic. Establishing an ongoing PPC auditing plan is like creating an exercise regimen: you have to create a plan and stick to it. During this session, attendees learned how to create a weekly and monthly auditing plan, prioritize elements of those audits, which areas of an account need to be continuously audited versus those that don't, and finally whether accounts can ever be mature enough to no longer require auditing.
Search Engine Optimization, Let’s Get Visible - Fort Wayne ChamberCirrus ABS
A Fort Wayne Chamber Academy seminar presented by Kevin Mullett (@kmullett) for The Greater Fort Wayne Chamber Of Commerce on August 3rd in Fort Wayne Indiana.
Tips and tools for effective SEO and brand recognition - eCommerce Expo Melbo...Bespoke Agency
My presentation from the 2014 eCommerce conference and expo in Melbourne. In it i highlight a low cost scale able data driven content marketing technique for eCommerce sites. I call out tools you can use and how this fits into your wider SEO and content efforts. enjoy.
SEO for Visibility, Action, & Conversion 2011Cirrus ABS
SEO for Visibility, Action & Conversion (2011): An updated SEO presentation to include information about Google Mayday, Google Panda, Bing Business Portal & other changes. Presented by Kevin Mullett for Cirrus ABS on April 14th 2011 at the Norhteast Indiana Innovation Center in Fort Wayne Indiana.
11 action steps to better SEO with information on organic SEO, how social media works with SEO, online reputation management, click through, improving visibility in search, and much more.
Growing Your Business via Local Search Engine Optimization (SEO)Anvil Media, Inc.
If you own or operate a local brick and mortar business, or have a business with multiple locations learn how to grow your business via local search engine optimization (SEO) tactics. This two-hour seminar will help attendees learn how to increase their business’ visibility within the local search results by utilizing specific tactics that directly affect how Google “views” your business. This seminar will provide insights into how to claim/verify your listing, how to optimize your Google+Local page, how to choose the right categories, tactics for obtaining customer reviews & citations. Finally, this presentation will discuss the changes that Google+Local and Smartphone use has brought to the Local SEO landscape.
SEO in 2017 - How to Win & Maximize Results #CCDK17Aleyda Solís
Mobile First & AMP, Structured Data & SERP Features, HTTPS migration - Learn which are the SEO strategies that will allow you to maximize results in 2017.
Panda, Penguin, Penalties and More: Staying on Top of Algorithm UpdatesNate Dame
Are you overwhelmed by what seems like constant Google changes, worried about lost traffic, or just not sure if there are any worthwhile SEO "best practices" left?
Here's the good news: Updated SEO tactics give marketers more benefits and potential ROI than ever before. The challenge is not to navigate around each new algorithm, but to create an SEO strategy that is not at risk of penalties and will not be affected by (or could even benefit from) the next major update.
This deck covers:
-- How to build an SEO strategy that responds smartly to algorithm updates while carefully considering the future changes we know are coming.
-- What Google's machine learning updates and recent artificial intelligence acquisitions means for SEO.
-- How marketers can still attract more valuable search traffic to their site with the right approach.
-- Tips for successfully responding to penalties, and how to avoid them in the first place, with a first-hand account of a successful Google penalty recovery.
@MattKoulas presented on penalty recovery - I'll post a link to his presentation as soon as it's up!
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Finding Insights Needles in the Data Hay StacksJosh Braaten
All aggregate data is crap, as Avinash Kaushik says. That's why Google Analytics advanced segments are so handy. This presentation covers profound new GA segmentation features and capabilities that unlock a world of new insights and opportunities.
How to Craft Killer Content Strategy to Earn Links and Visibility : SES Chica...Alok Jain
How to Craft Killer Content Strategy to Earn Links and Visibility
Stop building links and start earning them by creating and curating content that is worthy of being shared. A successful content strategy is the fulcrum of your business. To succeed, your content plan must be diverse and creative, providing solutions and including hot topics that resonate with your target audience. But how do you start creating and curating the type of content readers and publishers can't stay away from?
In this session, you will learn:
* How to craft a content strategy that completely supports SEO, PR, social, and partnering strategies.
* What it takes to curate fresh, useful content that will be consumed, shared, and linked to.
Enterprise Content Optimization - Building-in and Managing SEO, Content Strat...Andrew Delamarter
Learn how to build-in and maintain SEO and Content Marketing into your large enterprise digital presence and workflows. Includes Content Strategy and Marketing checklists, SEO quality gates, and key content and inbound marketing metrics. Presentation from SES San Francisco 2013 by Andrew Delamarter.
Creating and Sustaining an Auditing Framework - Kayla Kurtz at SES ChicagoHanapin Marketing
Remember the days when all your keywords were in one campaign and maybe a handful of ad groups, and your biggest PPC pain was your daily budget? This may be a bit too nostalgic, but all the changes in paid search advertising over the last couple years, it almost feels that drastic. Establishing an ongoing PPC auditing plan is like creating an exercise regimen: you have to create a plan and stick to it. During this session, attendees learned how to create a weekly and monthly auditing plan, prioritize elements of those audits, which areas of an account need to be continuously audited versus those that don't, and finally whether accounts can ever be mature enough to no longer require auditing.
Search Engine Optimization, Let’s Get Visible - Fort Wayne ChamberCirrus ABS
A Fort Wayne Chamber Academy seminar presented by Kevin Mullett (@kmullett) for The Greater Fort Wayne Chamber Of Commerce on August 3rd in Fort Wayne Indiana.
Tips and tools for effective SEO and brand recognition - eCommerce Expo Melbo...Bespoke Agency
My presentation from the 2014 eCommerce conference and expo in Melbourne. In it i highlight a low cost scale able data driven content marketing technique for eCommerce sites. I call out tools you can use and how this fits into your wider SEO and content efforts. enjoy.
SEO for Visibility, Action, & Conversion 2011Cirrus ABS
SEO for Visibility, Action & Conversion (2011): An updated SEO presentation to include information about Google Mayday, Google Panda, Bing Business Portal & other changes. Presented by Kevin Mullett for Cirrus ABS on April 14th 2011 at the Norhteast Indiana Innovation Center in Fort Wayne Indiana.
11 action steps to better SEO with information on organic SEO, how social media works with SEO, online reputation management, click through, improving visibility in search, and much more.
Growing Your Business via Local Search Engine Optimization (SEO)Anvil Media, Inc.
If you own or operate a local brick and mortar business, or have a business with multiple locations learn how to grow your business via local search engine optimization (SEO) tactics. This two-hour seminar will help attendees learn how to increase their business’ visibility within the local search results by utilizing specific tactics that directly affect how Google “views” your business. This seminar will provide insights into how to claim/verify your listing, how to optimize your Google+Local page, how to choose the right categories, tactics for obtaining customer reviews & citations. Finally, this presentation will discuss the changes that Google+Local and Smartphone use has brought to the Local SEO landscape.
SEO in 2017 - How to Win & Maximize Results #CCDK17Aleyda Solís
Mobile First & AMP, Structured Data & SERP Features, HTTPS migration - Learn which are the SEO strategies that will allow you to maximize results in 2017.
Panda, Penguin, Penalties and More: Staying on Top of Algorithm UpdatesNate Dame
Are you overwhelmed by what seems like constant Google changes, worried about lost traffic, or just not sure if there are any worthwhile SEO "best practices" left?
Here's the good news: Updated SEO tactics give marketers more benefits and potential ROI than ever before. The challenge is not to navigate around each new algorithm, but to create an SEO strategy that is not at risk of penalties and will not be affected by (or could even benefit from) the next major update.
This deck covers:
-- How to build an SEO strategy that responds smartly to algorithm updates while carefully considering the future changes we know are coming.
-- What Google's machine learning updates and recent artificial intelligence acquisitions means for SEO.
-- How marketers can still attract more valuable search traffic to their site with the right approach.
-- Tips for successfully responding to penalties, and how to avoid them in the first place, with a first-hand account of a successful Google penalty recovery.
@MattKoulas presented on penalty recovery - I'll post a link to his presentation as soon as it's up!
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
How to use Short Form Video To Grow Your Brand and Business - Keenya Kelly
SEO + Segmentation = Rocket Fuel for the Customer Journey
1. SEO + Segmentation =
Rocket Fuel for the Customer Journey
Jori Ford
Rosetta
Director Paid, Owned, Earned Media
Chicago • November 4–7, 2013 • #SESCHI @SESConf
2. Chicago | November 4–7, 2013 | #SESCHI | @SESConf
SEO, SEGMENTATION, & THE CUSTOMER JOURNEY
BUILDING ON THE BASICS
@chicagoseopro
Image courtesy of digitalart & freedigitalphotoes.net
3. Chicago | November 4–7, 2013 | #SESCHI | @SESConf
SEO: Search Engine Optimization
Optimizing Owned assets: web site(s), profiles, microsites, video, mobile etc. to improve find-ability &
visibility on search engines, across all device types.
@chicagoseopro
Image courtesy of kromkrathog & freedigitalphotoes.net
4. Chicago | November 4–7, 2013 | #SESCHI | @SESConf
Behavioral Segments: Who You Want
Key Segments to Consider:
Buyer Readiness (the
funnel)
Occasion
Benefits/Desired
Outcome
User Status
Loyalty Status
Why by Behavior:
– Searchers can’t be
identified by
demographic
– They can be identified by
intent
@chicagoseopro
5. Chicago | November 4–7, 2013 | #SESCHI | @SESConf
Understanding the Customer Journey
Reaching Who you want, When they want, How
they choose. Turns searchers into buyers.
65% Start on a
Smartphone
25% Start on
a PC/Laptop
11% Start on
a Tablet
@chicagoseopro
Image courtesy of supakitmod & freedigitalphotoes.net
6. Chicago | November 4–7, 2013 | #SESCHI | @SESConf
SEO + SEGMENTATION = ROCKET FUEL FOR THE CUSTOMER JOURNEY
CUSTOMER CENTRIC PLANNING
@chicagoseopro
Image courtesy of digitalart & freedigitalphotoes.net
7. Chicago | November 4–7, 2013 | #SESCHI | @SESConf
Step 1: Identify Who You Want
Create target priorities based on the goal of your
SEO strategy.
Example Goals:
a). Increase traffic to the web site
b). Increase engagement
c). Increase revenue
@chicagoseopro
8. Chicago | November 4–7, 2013 | #SESCHI | @SESConf
Step 2: Evaluate When They Want
When is buyer readiness…i.e. when they’re
ready to purchase/convert.
a). Discovery --> Traffic
b). Consideration ---> Engagement
c). Conversion ----> Revenue
@chicagoseopro
9. Chicago | November 4–7, 2013 | #SESCHI | @SESConf
Step 3: Intention Mapping
Conversion
Discovery
I want a
laptop…which
one should I
buy?
“best laptops”
Consideration
It’s got to have a
fast processor!
Looks like the HP
envy is a good
fit…
“hp envy core i7
2.4 ghz laptop”
“intel i7 laptops”
@chicagoseopro
10. Chicago | November 4–7, 2013 | #SESCHI | @SESConf
SEO + SEGMENTATION = ROCKET FUEL FOR THE CUSTOMER JOURNEY
SEO: KEYWORD RESEARCH &
LANDING PAGE MAPPING
@chicagoseopro
11. Chicago | November 4–7, 2013 | #SESCHI | @SESConf
Intent/Readiness + Primary Keyword +
Segment Modifiers
Each segment type has associated themes, which we
can map to searcher intent.
Example:
Keyword Phrase(s)
Readiness
Segment(s) Modifier
data recovery
Discovery
None
software to recover deleted files
Discovery
Desired Outcome
pc tools file recovery software
Consideration Desired Outcome + Loyalty
pc tools file recovery software update Conversion
Desired Outcome + Loyalty +
User Status
@chicagoseopro
12. Chicago | November 4–7, 2013 | #SESCHI | @SESConf
Creating Keyword Theme Targets
Start with what you know…….
We have a target consumer (who)
ex. Holiday shoppers
We already know our products/services
We know we want to increase engagement
@chicagoseopro
13. Chicago | November 4–7, 2013 | #SESCHI | @SESConf
Let’s be shop.nordstrom.com
Who: holiday
shoppers
Product: men’s winter
accessories
When: Consideration
@chicagoseopro
14. Chicago | November 4–7, 2013 | #SESCHI | @SESConf
Start With Google Keyword Planner
Benefits:
Free
Suggest Groups
Provides Est. Demand
Export results to CSV
1.
Insert product keyword
into tool.
“winter accessories”
@chicagoseopro
15. Chicago | November 4–7, 2013 | #SESCHI | @SESConf
Create New Search Based on Target & Segments
Brand (Loyalty
Segment)
Target: holiday shopper looking
for winter accessories for men
@chicagoseopro
16. Chicago | November 4–7, 2013 | #SESCHI | @SESConf
Create Starter Seed List
@chicagoseopro
17. Chicago | November 4–7, 2013 | #SESCHI | @SESConf
Landing Page Mapping & Optimization
@chicagoseopro
18. Chicago | November 4–7, 2013 | #SESCHI | @SESConf
SEO + SEGMENTATION = ROCKET FUEL FOR THE CUSTOMER JOURNEY
GIVING CUSTOMERS WHAT THEY
EXPECT
@chicagoseopro
19. Chicago | November 4–7, 2013 | #SESCHI | @SESConf
Discovery – “mens winter accessories”
North Face does
a good job
@chicagoseopro
20. Chicago | November 4–7, 2013 | #SESCHI | @SESConf
Consideration – “north face mens
winter accessories”
Where’s Nordstrom.com?
@chicagoseopro
21. Chicago | November 4–7, 2013 | #SESCHI | @SESConf
Conversion – “north face mens etip
gloves”
@chicagoseopro
22. Chicago | November 4–7, 2013 | #SESCHI | @SESConf
Identify . Engage . Activate
Knowing how to engage consumers with what
they need to make a more immediate decision.
SEO can use behavior segments to fuel how you
target, whoever you want,
at any stage in the
customer journey.
@chicagoseopro
23. Chicago | November 4–7, 2013 | #SESCHI | @SESConf
1. Everything should start with the
customer & the goal…even SEO.
2. Segmentation is more than behavior, however,
behavior based segments align best with SEO.
3. Using segments to identify intent, increases opportunity
to align the customer with the right information at the right
time.
KEY TAKE-AWAYS
SEO + SEGMENTATION = Rocket Fuel for the Customer Journey
@chicagoseopro