SEO's change in direction has meant that the user is now first and foremost. Google cares deeply about providing quality experiences for searchers. Therefore UX is more important than ever - and so is collaborating with your UX/CRO department. Opinions are the individuals. This presentation is co-shared by Michelle Wilding-Baker providing an SEO view and Luke Hay covering a UX view.
How to Rank 10 Million Products on Page One -- bol.comConductor
In the past sixteen years, bol.com has grown from an online bookstore to a collection of specialty shops that sell over ten million items. Nearly a million people shop on the website each day – but how does bol.com ensure that their products are being found through organic search? Tobias Sweijen, SEO Specialist at bol.com, and Irene Pennings, Business Analyst at bol.com, uncover how they get their products not just to rank, but to rank on page one, with the help of the Searchlight platform. Become an expert on how to improve your own rankings through simple tips and practical steps.
Presentation by:
Tobias Sweijen – SEO Specialist, Bol.com
Irene Pennings – Business Analyst, Bol.com
This presentation was given at the 2015 Conductor C3 marketing conference. Learn more: http://c3.conductor.com/
Ideation to Impact: How tro Create and Sell a Digital Asset #BrightonSEOErudite
Creative and interesting ideas are the marketing product of contenrt marketing; however selling a creative concept to clients and stakeholders can be difficult. Particularly when there's no direct commercial model with free marketing content.
Hannah Thorpe of theMediaFlow shares tactics and planning tips for building a business case for you creative content assets.
Best of SEJ Summit: The Future of AI: What Every Marketer Needs to Know TodaySearch Engine Journal
Our jobs are changing as a result of Artificial Intelligence. Will AI mean the end of your career… or the beginning? Purna will answer the top questions that marketers and SEOs always ask her.
Having trouble building links? Now’s the perfect time to start getting the results you truly desire! This sponsored webinar featuring Nicole De Leon of NorthStar Inbound will cover that and more!
Award winning agency Impression shares advice, tips and guidance for online marketing for charities. Including:
The Not For Profit Environment - Introduction with Adam Bly
How to Use SEO to Drive Audience Engagement - Chloe Fair
Social Media Advertising for Not For Profits - Charlie Byrne
Purpose-Driven PR: How Not-For-Profits Are Leading The Way - Jess Hawkes
SEO's change in direction has meant that the user is now first and foremost. Google cares deeply about providing quality experiences for searchers. Therefore UX is more important than ever - and so is collaborating with your UX/CRO department. Opinions are the individuals. This presentation is co-shared by Michelle Wilding-Baker providing an SEO view and Luke Hay covering a UX view.
How to Rank 10 Million Products on Page One -- bol.comConductor
In the past sixteen years, bol.com has grown from an online bookstore to a collection of specialty shops that sell over ten million items. Nearly a million people shop on the website each day – but how does bol.com ensure that their products are being found through organic search? Tobias Sweijen, SEO Specialist at bol.com, and Irene Pennings, Business Analyst at bol.com, uncover how they get their products not just to rank, but to rank on page one, with the help of the Searchlight platform. Become an expert on how to improve your own rankings through simple tips and practical steps.
Presentation by:
Tobias Sweijen – SEO Specialist, Bol.com
Irene Pennings – Business Analyst, Bol.com
This presentation was given at the 2015 Conductor C3 marketing conference. Learn more: http://c3.conductor.com/
Ideation to Impact: How tro Create and Sell a Digital Asset #BrightonSEOErudite
Creative and interesting ideas are the marketing product of contenrt marketing; however selling a creative concept to clients and stakeholders can be difficult. Particularly when there's no direct commercial model with free marketing content.
Hannah Thorpe of theMediaFlow shares tactics and planning tips for building a business case for you creative content assets.
Best of SEJ Summit: The Future of AI: What Every Marketer Needs to Know TodaySearch Engine Journal
Our jobs are changing as a result of Artificial Intelligence. Will AI mean the end of your career… or the beginning? Purna will answer the top questions that marketers and SEOs always ask her.
Having trouble building links? Now’s the perfect time to start getting the results you truly desire! This sponsored webinar featuring Nicole De Leon of NorthStar Inbound will cover that and more!
Award winning agency Impression shares advice, tips and guidance for online marketing for charities. Including:
The Not For Profit Environment - Introduction with Adam Bly
How to Use SEO to Drive Audience Engagement - Chloe Fair
Social Media Advertising for Not For Profits - Charlie Byrne
Purpose-Driven PR: How Not-For-Profits Are Leading The Way - Jess Hawkes
Top 10 CMS Features to Increase Traffic & Revenue from Mobile, Schemas, Voice...Search Engine Journal
Whether you have a hotel website, retail store page, restaurant website, auto dealer site, banking site, healthcare site or corporate site – there are key elements you can leverage to drive more organic traffic.
Discover how key features in your content management system (CMS) can help maximize your website’s revenue for next-generation SEO, mobile technology, and voice search.
In this presentation, learn:
– How schemas on your CMS can drive more revenue.
– Ways to drive more mobile leads and engagement using AMP and Progressive Web Apps.
– How location-based business websites should conform to ADA regulations.
– How to conform with privacy regulations of GDPR and upcoming CCPA.
From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: Using Paid Search & Social Together To Deliver The Ultimate Knock-Out Punch. PRESENTATION: Using Paid Search & Social Together To Deliver The Ultimate Knock-Out Punch - Given by Maggie Malek, @magsmac - MMI Agency, Head of Social Media. #SMX #21B
Searchlight Case Study: Turning Raw Search Data into Shareable Content -- Edu...Conductor
The Education Dynamics content team – made up of 9 Searchlight Certified power users – knows how to take raw data and turn it into highly visible, shareable content better than just about anyone else in the biz. What’s inside their sleek content creation machine? In this presentation, Josepf Haslam, Senior Director of SEO, Social, and Display Advertising, gives a rare look at their process, learnings, and favorite features. Don’t miss the opportunity to learn why a”#SocialSEO” strategy can help you become a better content marketer.
Presentation by:
Josepf Haslam, Senior Director of #SocialSEO
This presentation was given at the 2015 Conductor C3 marketing conference. Learn more: http://c3.conductor.com/
It's time to learn what will be the top actions to integrate into your SEO strategy in 2020!
How can you make sure your website stays relevant and is optimized for the top search engines? We will share our secret weapons with you.
Nurturing Your Web Presence for Modern Buyers. Tips for SMBs to optimize their on-site, social and off-site Web presence to improve discoverability and address the online needs of their customers.
Search Experience Spotlight - How Paychex is Winning at SEOseoClarity
Learn how a Fortune 1000 company wins in their hyper-competitive marketplace with innovative strategies and a Search Experience Optimization alignment.
Through a series of case studies, these industry experts present how Paychex developed a winning SEO content strategy built upon a foundation of cross-functional cooperation.
Here's what you'll get from attending:
- Why SEO has a multiplier effect when properly leveraged across an organization
- How to align Development, Marketing & PR, and the C-Suite in SEO
- How Paychex leveraged its need for relevance to achieve extraordinary results
In the Trenches - Lead Generation By ExamplePardot
One of the best ways to see what works is to learn from someone who is in the trenches and digging into the details on a daily basis, especially when it comes to demand generation. There can be a lot of moving parts in a demand generation strategy so implementing the right processes can work wonders.
Be ready to get your hands dirty in this webinar by Ryan Johnston, Demand Generation Manager at Pardot. You'll get an in-depth look at how the lead generation process works — from preparation to execution and beyond. Join Ryan for great insight into:
- What a modern lead generation process looks like
- How to convert, identify and assign leads
- How to scale your process with the growth of your business
6 steps to earning more leads using Local SEOEagan Heath
People search online every day for local services and products, but unless your link appears in the top spots on the results page, chances are they aren't finding you. Local SEO agency owner Eagan Heath will share the steps his agency Get Found Madison takes to make themselves and their clients appear at the top of Google searches. He'll cover these actions in his "Local SEO checklist," a phrase which often ranks on page 1 nationally itself! Leave with an action plan for getting your small business found.
Best Of SEJ Summit: Duane Forrester on the Future of Voice SearchSearch Engine Journal
With the rapid adoption of voice-powered digital assistants like Alexa, Siri, and Google Assistant, it is time to prepare for voice search for 2018 and beyond.
Join Duane Forrester of Yext as he tackle how voice search is revolutionizing the way customers search and consume content.
Formstack surveyed over 200 digital marketing professionals to discover the challenges and trends marketers will encounter in the new year. Together with John Lee of Clix Marketing, we'll share our findings and walk through a few lead generation best practices to implement in 2016.
In this webinar, you will learn:
1 - Why more than 45% of marketers can't tie spend to specific touchpoints
2 - What mediums and methods marketers rely on for lead capture
3 - The top lead generation problems to solve in 2016
4 - Recommendations for moving the needle on your marketing strategies
SEO & Content Together. How SEO can help to improve your content strategy and get maximum ROI via search engine & branding. How to get branded content on top rank in search engines? How to create intent-based content to get maximum ROI?
Being proactive in the face of economic downturns and natural crises is critical for any business. One thing we learned from the 2008 recession is that marketing budgets are first to get cut – shrinking up to 30%.
That is why now is an important moment for SEO agencies to focus on the productivity and well-being of their teams, and above all, good client management.
Communication and care are crucial for navigating market uncertainties while transforming processes that keep SEOs profitable.
In this presentation, Alen-Jelco Todorov of SEOmonitor offers tips on how SEO agencies can be proactive and prevent high churn in the face of an economic downturn.
We will:
- Explore strategic ways to prepare for an economic downturn as an SEO agency.
- Identify what effective communication with clients is during a recession.
- Determine how to assess SEO resources and opportunities in a time of budget cuts.
- Uncover the silver lining – what industries thrive in this scenario.
Web Analytics and SEO: Learn the Ropes, Work a Plan, Measure the Right Stuff....Brian Alpert
Updated web analytics and SEO workshop presented by Brian Alpert at MCN2016, New Orleans, LA. The workshop is designed to make Web Analytics and SEO understandable, manageable and actionable. A common sense, multi-stepped web analytics process is discussed, and carefully-crafted exercises help familiarize you with Google Analytics' most powerful features. The conversation shifts to today's SEO landscape and where SEO is heading. Safe, effective steps practitioners may take to improve findability are outlined, including specialized metrics for demonstrating whether or not website findability is improving.
From the SMX West Conference in San Jose, California March 21-23, 2017. SESSION: Keyword Research & Copywriting for Search Success. PRESENTATION: Electrifying Your Online Marketing Message - Given by Christine Churchill, @keyrelevance - KeyRelevance, President. #SMX #11D
Top 10 CMS Features to Increase Traffic & Revenue from Mobile, Schemas, Voice...Search Engine Journal
Whether you have a hotel website, retail store page, restaurant website, auto dealer site, banking site, healthcare site or corporate site – there are key elements you can leverage to drive more organic traffic.
Discover how key features in your content management system (CMS) can help maximize your website’s revenue for next-generation SEO, mobile technology, and voice search.
In this presentation, learn:
– How schemas on your CMS can drive more revenue.
– Ways to drive more mobile leads and engagement using AMP and Progressive Web Apps.
– How location-based business websites should conform to ADA regulations.
– How to conform with privacy regulations of GDPR and upcoming CCPA.
From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: Using Paid Search & Social Together To Deliver The Ultimate Knock-Out Punch. PRESENTATION: Using Paid Search & Social Together To Deliver The Ultimate Knock-Out Punch - Given by Maggie Malek, @magsmac - MMI Agency, Head of Social Media. #SMX #21B
Searchlight Case Study: Turning Raw Search Data into Shareable Content -- Edu...Conductor
The Education Dynamics content team – made up of 9 Searchlight Certified power users – knows how to take raw data and turn it into highly visible, shareable content better than just about anyone else in the biz. What’s inside their sleek content creation machine? In this presentation, Josepf Haslam, Senior Director of SEO, Social, and Display Advertising, gives a rare look at their process, learnings, and favorite features. Don’t miss the opportunity to learn why a”#SocialSEO” strategy can help you become a better content marketer.
Presentation by:
Josepf Haslam, Senior Director of #SocialSEO
This presentation was given at the 2015 Conductor C3 marketing conference. Learn more: http://c3.conductor.com/
It's time to learn what will be the top actions to integrate into your SEO strategy in 2020!
How can you make sure your website stays relevant and is optimized for the top search engines? We will share our secret weapons with you.
Nurturing Your Web Presence for Modern Buyers. Tips for SMBs to optimize their on-site, social and off-site Web presence to improve discoverability and address the online needs of their customers.
Search Experience Spotlight - How Paychex is Winning at SEOseoClarity
Learn how a Fortune 1000 company wins in their hyper-competitive marketplace with innovative strategies and a Search Experience Optimization alignment.
Through a series of case studies, these industry experts present how Paychex developed a winning SEO content strategy built upon a foundation of cross-functional cooperation.
Here's what you'll get from attending:
- Why SEO has a multiplier effect when properly leveraged across an organization
- How to align Development, Marketing & PR, and the C-Suite in SEO
- How Paychex leveraged its need for relevance to achieve extraordinary results
In the Trenches - Lead Generation By ExamplePardot
One of the best ways to see what works is to learn from someone who is in the trenches and digging into the details on a daily basis, especially when it comes to demand generation. There can be a lot of moving parts in a demand generation strategy so implementing the right processes can work wonders.
Be ready to get your hands dirty in this webinar by Ryan Johnston, Demand Generation Manager at Pardot. You'll get an in-depth look at how the lead generation process works — from preparation to execution and beyond. Join Ryan for great insight into:
- What a modern lead generation process looks like
- How to convert, identify and assign leads
- How to scale your process with the growth of your business
6 steps to earning more leads using Local SEOEagan Heath
People search online every day for local services and products, but unless your link appears in the top spots on the results page, chances are they aren't finding you. Local SEO agency owner Eagan Heath will share the steps his agency Get Found Madison takes to make themselves and their clients appear at the top of Google searches. He'll cover these actions in his "Local SEO checklist," a phrase which often ranks on page 1 nationally itself! Leave with an action plan for getting your small business found.
Best Of SEJ Summit: Duane Forrester on the Future of Voice SearchSearch Engine Journal
With the rapid adoption of voice-powered digital assistants like Alexa, Siri, and Google Assistant, it is time to prepare for voice search for 2018 and beyond.
Join Duane Forrester of Yext as he tackle how voice search is revolutionizing the way customers search and consume content.
Formstack surveyed over 200 digital marketing professionals to discover the challenges and trends marketers will encounter in the new year. Together with John Lee of Clix Marketing, we'll share our findings and walk through a few lead generation best practices to implement in 2016.
In this webinar, you will learn:
1 - Why more than 45% of marketers can't tie spend to specific touchpoints
2 - What mediums and methods marketers rely on for lead capture
3 - The top lead generation problems to solve in 2016
4 - Recommendations for moving the needle on your marketing strategies
SEO & Content Together. How SEO can help to improve your content strategy and get maximum ROI via search engine & branding. How to get branded content on top rank in search engines? How to create intent-based content to get maximum ROI?
Being proactive in the face of economic downturns and natural crises is critical for any business. One thing we learned from the 2008 recession is that marketing budgets are first to get cut – shrinking up to 30%.
That is why now is an important moment for SEO agencies to focus on the productivity and well-being of their teams, and above all, good client management.
Communication and care are crucial for navigating market uncertainties while transforming processes that keep SEOs profitable.
In this presentation, Alen-Jelco Todorov of SEOmonitor offers tips on how SEO agencies can be proactive and prevent high churn in the face of an economic downturn.
We will:
- Explore strategic ways to prepare for an economic downturn as an SEO agency.
- Identify what effective communication with clients is during a recession.
- Determine how to assess SEO resources and opportunities in a time of budget cuts.
- Uncover the silver lining – what industries thrive in this scenario.
Web Analytics and SEO: Learn the Ropes, Work a Plan, Measure the Right Stuff....Brian Alpert
Updated web analytics and SEO workshop presented by Brian Alpert at MCN2016, New Orleans, LA. The workshop is designed to make Web Analytics and SEO understandable, manageable and actionable. A common sense, multi-stepped web analytics process is discussed, and carefully-crafted exercises help familiarize you with Google Analytics' most powerful features. The conversation shifts to today's SEO landscape and where SEO is heading. Safe, effective steps practitioners may take to improve findability are outlined, including specialized metrics for demonstrating whether or not website findability is improving.
From the SMX West Conference in San Jose, California March 21-23, 2017. SESSION: Keyword Research & Copywriting for Search Success. PRESENTATION: Electrifying Your Online Marketing Message - Given by Christine Churchill, @keyrelevance - KeyRelevance, President. #SMX #11D
Cut the Crap: Next Level Content Audits with Crawlers - Sam Marsden, SEO & Co...DeepCrawl
Sites with any level of content production quickly build up pages that are outdated and left unmanaged, crawl budget can be wasted on low quality pages, penalties may be incurred and organic search visibility can be lost for the pages that matter most on a site.
Sam will be sharing a new framework for conducting regular content audits that make use of many data sources but that are time efficient to implement and put you in the best position to make decisions on how to deal with the content on the sites you manage.
Sam will examine the different data sources that you can bring together from commonly used tools and how to anchor this with crawl data in unique and original ways to assess onsite engagement and performance in search.
Search Engine Marketing: SEO, Local Listings, & How to Be Found OnlineSilverTech
Part of The Lead to Loyal™ Inbound Summer School, this 30-minute webinar covers the fundamentals of search engine marketing. With so many factors to consider, how do you manage to stay top-of-mind and top of the search rankings? We dive into search engine optimization (SEO) best practices, optimization, and trends.
Scaling SEO Across Large Enterprise EcosystemsKeith Goode
Presented at SMX West in San Jose, California on Wednesday, March 14, 2018, "The Art and Science of Wrangling Chaos into Order: Scaling SEO Across Large Enterprise Ecosystems" shows the challenge of large enterprise, big brand SEO, the current state of affairs, and the ideal state of scaling SEO globally. Keith Goode, SEO Manager for IBM Security, discussed this alongside fellow panelists Eli Schwartz and Laura Lippay and moderator, Chris Sherman.
I spoke on a panel with 3 other SEM professionals at a Kansas City Search Engine Management conference. I spoke about the importance of Link Building and how our SEO strategies are so closely related to content strategies now.
SEO leads cost 60% less & close 2x faster than any other digital channel. When it comes to lead generation, SEO is a no brainer. Yet, most marketers fumble at strategy implementation.
Check out “The Definitive B2B SEO Playbook” presentation to build a lead-gen focused organic search strategy.
Two Ways to Deal With Structured Data in SearchDavid Amerland
Structured data is becoming increasingly important in raising visibility across search. The technical challenge of dealing with it stops most marketers which is why there can be more than one way to successfully solve the problem. In this presentation, part of the SMXL 2018 Conference, in Milan, Italy, I talk about how it can be solved and, in the process, explain the story (anc challenge) of data.
With an economic downturn looming, digital marketing leaders often find budgets, and even team members, quickly cut. While discouraging, you’ll still have ambitious goals to reach for your business.
For better or worse, the competition over keyword rankings (and the sales you earn from them) never rests even during hard times. However, SEO can rely far less on monetary spending than other marketing channels. Done right, your efforts here will compound.
Now is a prime opportunity to embrace SEO!
What you’ll learn in this presentation:
- Why SEO can thrive, especially during a recession.
- How to drive organic growth by improving existing assets.
- Where new opportunities lie that are prevalent & often inexpensive.
- Why you need someone to own your SEO-related KPIs, particularly to combat the “silo mentality” in digital marketing.
- Why site redesigns, often performed during slow periods, will fail without proper SEO considerations.
- How SEO brings real value: learn to calculate ROI through a few applicable examples.
SEO is no longer about meta tags and PageRank. Yes, on-page optimization and links still matter, but there is so much more. The current landscape of SEO is about content, trust and authenticity - it's about building a strong brand that is particularly relevant for a certain set of topics. Panda, Penguin, Hummingbird, Pigeon and hundreds of unnamed updates changed the game. Are you ready to compete?
In this session, we take a look at the current landscape of SEO, what works and what doesn't. We cover the basics of accessibility and site description, but also address intangibles such as brand awareness, authority and trust. Participants had have the opportunity to submit their site for live review and were engaged in discussion about SEO strategy and the latest best practices.
Each company has unique set of SEO challenges and roadblocks along the way. The goal for this session was to help each participant increase their knowledge of the SEO landscape, context for where search is headed, and a gain a practical understanding of the steps they can take to bring their digital brand to the next level.
For SMBs and brands to get exposure for their businesses online they MUST have a Local SEO and Content Strategy in place. In this presentation at the Local, Search and Social Summit powered by Rocks Digital, Natalie Gould and Rachel Morgan shared the best practices and strategies they use daily to help the clients they serve get more site traffic, content reads and social interaction.
How do you create findable content? This short deck outlines some of the most important concepts in SEO, specifically for content strategy. Bake-in SEO from the start and you'll spend more time creating and less time editing. Presented October 2013 at #RVAContentStrategy.
2020 Digital Trends & Must-Haves - Milestone WebinarMilestone Inc
What are the 12 must-haves for your 2020 digital marketing tool bag to create a holistic digital marketing strategy? Milestone President and Founder, Benu Aggarwal, along with Bill Hunt, President, Back Azimuth Consulting, discuss the trends, and break down what's most important for marketers in 2020
Hello!Thank you for visiting the SMX SlideShare page. Due to a new company policy, we will only be publishing and sharing conference speaker decks with those who attended. We hope to see you at a future SMX show!
From the #SMX East Conference in New York City October 23-25, 2018, we give you your #SMXInsights! Check out some of the best tidbits of SEO and SEM knowledge from this week!
Speaking at one of our SMX shows? Use these guidelines to help you as you go while creating your presentation. Thank you, and we look forward to having you at SMX!
Check out the results from our 2017 audience survey conducted during SMX East 2017's "AMP: Do or Die" session on October 23, 2017. Interested in joining us at the next SMX event? See what's coming up next by visiting https://marketinglandevents.com.
From the SMX Advanced Conference in Seattle, Washington, June 12-14, 2017. SESSION: Advanced Audience Testing Strategies & Tactics. PRESENTATION: Create for Someone, Not Just Anyone: Adobe's Audience Audit - Given by Maria Corcoran, @mariacorcoran - Adobe Systems, Search Marketing Program Manager. #SMX #21C3
From the SMX Advanced Conference in Seattle, Washington, June 12-14, 2017. SESSION: "Alexa, How Do I Do SEO For You?". PRESENTATION: "Alexa, How Do I Do SEO For You?" - Given by Navneet Virk - Isobar, Vice President, Data and Optimization. #SMX #22A2
From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: Consumer-Led Change: How To Stay Relevant & Build Success. PRESENTATION: Consumer Lead Change: How to Stay Relevant and Build Success - Given by Duane Forrester, @duaneforrester - Bruce Clay Inc., VP, Operations. #SMX #32C3
From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: How To Find, Hack & Build Great AdWords Scripts. PRESENTATION: Create Powerful Custom Automations With AdWords Scripts - Given by Frederick Vallaeys, @siliconvallaeys - Optimyzer, Inc., CEO. #SMX #32B
From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: How To Find, Hack & Build Great AdWords Scripts. PRESENTATION: Using AdWords Scripts to Create Your Own Ad Tech Landscape - Given by Mitch Larson, @mitchperclick - AimClear, Ad Operations Lead. #SMX #32B
From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: Solving SEO Issues In Google's Post-Update World. PRESENTATION: Busting Google's Black Box: Navigating Google Algorithms in a Post-Update World - Given by Kristine Schachinger, @schachin - SitesWithoutWalls.com, Owner. #SMX #31A
From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: Solving SEO Issues In Google's Post-Update World. PRESENTATION: Solving SEO Issues In Google's Post Update World: How To Track Unconfirmed Algorithm Updates - Given by Glenn Gabe, @glenngabe - G-Squared Interactive, President. #SMX #31A
From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: Attribution Success In A Cross-Device World. PRESENTATION: The Journey To Cross-Device Nirvana - Given by Mike Henderson, @innuhendo - SuretyBonds.com, Digital Marketing Director. #SMX #23C
From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: Taking The Brand/Agency Partnership To The Next Level. PRESENTATION: Dating Tips to Maximize the Brand / Agency Relationship - Given by Chad Gingrich, @chadgingrich - Seer Interactive, Senior SEO Manager and Sharon Conner, @anemptyroad, Search Marketing Strategist, Autodesk. #SMX #24A
From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: How To Use Event Tracking To Improve Marketing Performance. PRESENTATION: Let's Start Using Event Tracking For More Than Email Clicks - Given by Joe Martinez, @MilwaukeePPC - Granular, Senior Manager, Paid Media & Community. #SMX #22C2
From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: Paid Search Fundamentals. PRESENTATION: Paid Search Fundamentals - Given by Matt VanWagner, @mvanwagner - FindMeFaster, President. #SMX #13D
From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: Fun (And Profit!) With Dynamic Ads. PRESENTATION: Dynamic Remarketing for the Google Display Network - Given by David Szetela, @szetela - FMB Media, Owner & CEO. #SMX #13B
From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: Brick & Mortar's Secret Weapon: Search Data. PRESENTATION: Brick & Mortar's Secret Weapon: Search Data - Given by Andrew Ruegger, @aruegger - Catalyst, Senior Partner, Head of Data Science. #SMX #13C2
From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: Conversion Rates & The Law of Diminishing Astonishment. PRESENTATION: Breaking Through: Practical Steps to Follow to Identify What and Where to Test - Given by Ayat Shukairy, @ayat - Invesp, Co-founder at Invesp VP Marketing and FigPii. #SMX #21C
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
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
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
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
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.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
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
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
3. @SMX
SEO Ranking Factors In 2018: What's Important, What's Not
#SMXInsights
@Chanelle_Harbin
▪ Create content around data and
research valuable to your audience
▪ Add value to the webmaster and their readers
Tactics:
▪ Link reclamation – reach out to those who
already wrote about your brand
▪ Broken backlinks – use a backlink analysis tool, export links
and filter out by status to discover broken backlinks
▪ Reach out to sites that have similar content that ranks highly
#SMXInsights
#11A
4. @SMX
SEO Ranking Factors In 2018: What's Important, What's Not
#SMXInsights
@Chanelle_Harbin
Evaluate your site’s page performance:
• Chrome User Experience Report
• PageSpeed Insights
• Pingdom
• LightHouse
• GTMetrix
– Get the right stakeholders involved and
buy developers beer
– Ensure your optimized for mobile
#11A
5. @SMX
SEO Ranking Factors In 2018: What's Important, What's Not
#SMXInsights
@Chanelle_Harbin
AMP Validation:
• Check Google Search Console for errors
• Have content team download the
Google Chrome AMP Validator extension
https://chrome.google.com/webstore/detail/amp-
validator/nmoffdblmcmgeicmolmhobpoocbbmknc?hl=en
– Involve analytics teams throughout the process
– Ensure your AMP pages support any monetization
– Read the AMP roadmap - check for new AMP
functionalities
– Include top navigation on AMP page
#SMXInsights
#11A
6. @SMX
SEO Ranking Factors In 2018: What's Important, What's Not
#SMXInsights
@Chanelle_Harbin
Keyword Research:
– Identify question search queries (what, when, where,
why and how) related to your industry
– Browse Google’s “People also ask” section
to gain insight into questions related to a give topic
– Identify queries that you already rank high for
to optimize for featured snippets
Answer the user:
– Provide steps for the user to follow
– Provide a direct answer to the question
– Monitor questions asked on social
#11A
7. @SMX
SEO Ranking Factors In 2018: What's Important, What's Not
#SMXInsights
@Chanelle_Harbin
– Identify what structured data
works for your site
– Structured data markup helper:
https://www.google.com/webmasters/markup-helper/u/0/
– Test your structured data:
https://search.google.com/structured-data/testing-tool
– Diagnose and fix errors using Google
Search Console Structured Data Report
#11A
8. @SMX
SEO Ranking Factors In 2018: What's Important, What's Not
#SMXInsights
@OlgaAndrienko
Backlinks still matter for SEO
Page speed is important
Make sure your content is the best
in your niche
PR efforts will enhance your SEO
#11A
9. @SMX
SEO Ranking Factors In 2018: What's Important, What's Not!
#SMXInsights
@MarcusTober
▪ Traditional Ranking Factors:
– DO reveal general information about
online trends
– DO NOT serve as a useful guide for
optimizing any particular web page
#11A
10. @SMX
SEO Ranking Factors In 2018: What's Important, What's Not
#SMXInsights
@MarcusTober
▪ Niche Ranking Factors:
– DO provide highly-specific
information that can be used for
concrete optimization measures
– DO NOT bring us world peace
#11A
11. @SMX
SEO Ranking Factors In 2018: What's Important, What's Not
#SMXInsights
@MarcusTober
▪ To be successful online:
– DO NOT rely on generic data and
one-size-fits-all conclusions
– DO understand the precise intent of
your users and create highly
specific, data-driven content to
meet their needs
#11A
13. @SMX
Thinking Outside the SEM Box!
#SMXInsights
@fangdigital
▪ Reducing churn & increasing customer
value are part of your job as a marketer,
too
▪ Email open rates stink – nobody should
be happy with rates below 70-80%!
#11B
14. @SMX
Thinking Outside the SEM Box
#SMXInsights
@fangdigital
▪ Think outside of the “retargeting box”
– Use Custom Lists/Audiences &
Remarketing for more than cart
chasing.
– Use data-driven talking points for
customer onboarding & retention.
– Automating this process is already
possible, with more on the way!
#11B
15. @SMX
Thinking Outside the SEM Box
#SMXInsights
@sskyllingstad
▪ Learn not just when, but how your seasonality
occurs
– Allows you to maximize revenue/reduce
spend strategically
▪ Utilize bottom funnel keywords as a
measuring stick for spend
– Brand keywords
– Keywords specific to product
– Exact/phrase match keywords
#11B
16. @SMX
Thinking Outside the SEM Box
#SMXInsights
▪ Plan for flexibility in your budgets!
– Have a budget plan that allows for
extra spend during surges
– Don’t force things when traffic is
light
@sskyllingstad#11B
18. @SMX
Man + Machine: The Exploding Brave New Universe For Today's Online Marketers
#SMXInsights
@KarenGAmundson
BE A DECISION-AGENT
~ Listen and understand business goals
1. Identify critical
business questions
2. Conduct analysis using existing tools,
data, and skills
3. Gut-check and test before you invest
#11C
20. @SMX
Keyword Research & Copywriting for Search Success
#SMXInsights
@chrischurchill
▪ Use keyword phrases, synonyms and
related terms on the page, in schema
code and in all digital assets
▪ Write to enhance the user experience.
Compose quality content that satisfies user
intent and answers questions
▪ Develop an editorial calendar and use it to
maximize content’s potential
#11D
22. @SMX
SEO For Google's Mobile-First Index & Mobile-Friendly World
#SMXInsights
@Suzzicks
▪ Mobile-First Indexing is About Entity
Understanding
– Entities are Language-Agnostic
– Entities Fit into One or More Micro-Moments
• Know/Go/Do/Buy
– Devices will All Access the Same Index with
Different, Contextual Algorithms
#12A
23. @SMX
SEO For Google's Mobile-First Index & Mobile-Friendly World
#SMXInsights
@Suzzicks
▪ Progressive Web Apps (PWAs) Are Awesome
– Work like apps, with icons & offline
functionality
– Easier for Google to Crawl – if Built
Correctly with a Good ServiceWorker
• Everything you want Indexed must be
catchable in the ServiceWorker.
#12A
24. @SMX
SEO For Google's Mobile-First Index & Mobile-Friendly World
#SMXInsights
@Suzzicks
▪ Google Actions
– Visual or ‘Eyes Free’
– Multiple Choice Questions to
Execute a Task in the Cloud
– No Website or App Required
– Can Work with App or Web Execution
Systems
#12A
26. @SMX
How Cisco Harnesses The Power Of SEO For Digital Transformation
#SMXInsights
@kenshults @cisco
What We Have Learned
• Data without Insight is just … data
• Insights NOT your org chart should drive content strategy
• The World’s Largest Focus Group (search) is here to help us
• Customers aren’t simply static personas or segments;
intent and their moment in their journey are critical
• Context is the forgotten “C”
• Drop the SEO title; don’t let the title limit your value
#12C1
27. @SMX
How Cisco Harnesses The Power Of SEO For Digital Transformation
#SMXInsights
@kenshults @cisco
Key Take Aways
• Go beyond static Personas by using insights from
Search that reveal behavior and intent that allow us to
better Know Our Customer
• Develop a Context Matrix to structure the keyword
landscape to organize insights aligned to target
Personas
• Turn these Insights into Action that drives what
content to create and when to create it to drive more
and better engagements with the target Personas
#12C1
28. @SMX
How Cisco Harnesses The Power Of SEO For Digital Transformation
#SMXInsights
@kenshults @cisco
For SEOs
• Redefine the SEO box
• Think user first. SEO will follow
• Insights are the key to extending the value of SEO
• Use the language of your customer and don’t
forget internal customers
#12C1
29. @SMX
How Cisco Harnesses The Power Of SEO For Digital Transformation
#SMXInsights
@kenshults @cisco
For Digital Marketers
• SEO is much more than your biggest channel
• Ask more of your SEO teams
• Search Insights = Audience Insights
#12C1
31. @SMX
Spotting New Trends First: Competitive Intelligence Lessons From Investing.com
#SMXInsights
@igalst
▪ Once you decided to cover a trend, respond
fast. Sometimes it means you’ll have to push
other project to the sidelines
▪ Consider building a separate app for your
next key trend
#12C2
32. @SMX
Spotting New Trends First: Competitive Intelligence Lessons From Investing.com
#SMXInsights
@igalst
▪ Even if you are not the first to cover a topic:
– You can still be relevant by offering
unique value
– There’s probably an opportunity to be first
in specific countries
#12C2
33. @SMX
Spotting New Trends First: Competitive Intelligence Lessons From Investing.com
#SMXInsights
@igalst
▪ With new trends, journalists and influencers
often won’t know everything at first.
Help them, educate them. The efforts
can be VERY worthwhile
▪ Local data for local journalists. You might
already have it without even knowing
#12C2
34. @SMX
Spotting New Trends First: Competitive Intelligence Lessons From Investing.com
#SMXInsights
@igalst
▪ Breaking stories can be great for content
amplification, even if they aren’t great
▪ Be neutral - publish content for and against
to attract both audiences
▪ Consider opening a separate Facebook page
for your next key trend
#12C2
35. @SMX
Spotting New Trends First: Competitive Intelligence Lessons From Investing.com
#SMXInsights
@igalst
▪ Sometimes user interest simply beats SEO best
practices
▪ New trends aren't guaranteed to stay there
forever
#12C2
36. @SMX
Spotting New Trends First: Competitive Intelligence Lessons From Investing.com
#SMXInsights
@igalst
▪ If the trend is big enough, it may be worth
latching on to it, even if it's temporary
#12C2
37. @SMX
Spotting New Trends First: Competitive Intelligence Lessons From Investing.com
#SMXInsights
@igalst
▪ By looking at your competitors, you won't be
the first to spot a trend, but you can still see
it early enough to join in
▪ Watch your competitor's traffic regularly
▪ Traffic changes to competitor keywords/pages
can tell the story of their current focus
#12C2
38. @SMX
Spotting New Trends First: Competitive Intelligence Lessons From Investing.com
#SMXInsights
@igalst
▪ The next big trend could be inside your internal
site search data or even your Search
Console branded queries report
▪ Your customers might be asking for a new
product when it just starts trending
▪ A company wide Slack channel could be a
good idea, including for spotting new trends
#12C2
39. @SMX
Spotting New Trends First: Competitive Intelligence Lessons From Investing.com
#SMXInsights
@igalst
▪ You can tailor your own Google News sections
▪ A new trend, relevant to you, was
probably already mentioned on Reddit
▪ By checking HARO's emails daily, you can spot
new trends, before they become mainstream
#12C2
42. @SMX
Link Building Fundamentals
#SMXInsights
• It is less about what you do and more
about where
• Links help get you ranked but clicks show
you deserve to be there.
• Have something worth linking to and the
links will come.
• Let the search engine tell you what
works.
@debramastaler#12D
43. @SMX
Link Building Fundamentals
#SMXInsights
@debramastaler
• Keep the key components of link popularity
in mind when building links.
• Don’t scrimp on a copywriter.
• Invest in SEO/link tools after using free trials.
• Create evergreen content that has been
personalized for your target audience.
• Add email capture to everything,
• Lessen dependency on Google, look into
search verticals like Trip Advisor and Yelp.
#12D
45. @SMX
Going All-In On AMP
#SMXInsights
@BenuAggarwal
Stay on top of AMP development – It is
becoming mainstream - PWA and AMP
together can be amazing combination
Test and Validate – Leverage tools to
test before, while and after
Analytics and Impact – Sessions,
Ranking, Impressions, Engagement,
Transactions
#13A
46. @SMX
Going All-In On AMP
#SMXInsights
@EricEnge
▪ AMP is no longer just for media sites
▪ It works well for e-commerce and lead
gen sites too
▪ Sites see conversion rate gains as high
as 77%
▪ AMP sites can be made to look identical
to mobile responsive sites
#13A
47. @SMX
Going All-In On AMP
#SMXInsights
@fighto
▪ Despite lacking 3rd party JavaScipt,
with all the extended components,
especially ones like amp-bind, you
should be able to mimic your standard
mobile UX
#13A
49. @SMX
Beyond Text: Mastering Other Ad Formats
#SMXInsights
▪ URL targets for DSA are great when your
site has a clean structure
▪ Use DSA feeds when URL structure is
messy
▪ Easily export URLs and labels from Editor
to help create DSA feeds
▪ Use business data feeds to customize
DSA ads even further
@MilwaukeePPC#13B
50. @SMX
Share Beyond Text: Mastering Other Ad Formats
#SMXInsights
@Adwerx
▪ Why am I seeing this? Address Tribe
▪ What is it? Say what you do
▪ Why now? Create Urgency
Three Key Questions for Every Display Ad
#13B
52. @SMX
Using Search Ads & Social To Deliver The Ultimate Knockout Punch
#SMXInsights
@WilcoxAJ
1. Exclude competitors from seeing your ads
w/ negative Company Name targeting
2. Use gated content as your offer for
LinkedIn Ads (whitepaper, webinar, guide,
etc.)
3. Retarget your LI traffic with FB/AdWords for
cheap, effective retargeting
4. Always bid CPC until >3X the average CTR
#13C
53. @SMX
Using Search Ads & Social To Deliver The Ultimate Knockout Punch!
#SMXInsights
@QCait
▪ Launch every campaign with a testing plan.
From there: Fail fast + fail forward.
▪ Build in room to experiment. Chart your
course with data, but let your heart lead the
way.
▪ Hire the right people, set their expectations &
set them up for success.
▪ Make integration a priority. Say it out loud as
often as you can.
#13C
54. @SMX
Using Search Ads & Social To Deliver The Ultimate Knockout Punch
#SMXInsights
@AFriedt
Integrated campaign strategies should include
customer journey maps and niche buyer personas
Collaborate and align your sales and
marketing teams before beginning campaign
strategies
Increase conversion rates by utilizing personalization
and drilling down on your most qualified audiences
using Facebook and Google
#13C
56. @SMX
AMP: Do Or Die?
#SMXInsights
@DaveMcAnally
To Be an AMP Evangelist
▶Don’t Boil the Ocean – Baby Steps are a Battering
Ram
▶Understand what challenges AMP can solve for key
stakeholders on their terms
▶Ensure next steps are actionable and aligned with
business priorities
#14A
57. @SMX
AMP: Do Or Die?
#SMXInsights
Pete Dainty
▪ The faster the site speed, the better the
conversion
▪ It takes a lot of effort to set up AMP for
analytics
▪ Overall the effort is worth it
▪ Use AMP to move from average, to fastest load
times
▪ Site speed gains from Google by 68%
▪ AMP is essentially a free CDN
#14A
58. @SMX
AMP: Do Or Die?
#SMXInsights
There is ~1 second avg. difference
from the prerendering vs direct load of
AMP pages. That’s speed you can’t
make up and the perceived load time
is even greater.
@PatrickStox
If you’re going to implement AMP on an
enterprise site, hire more developers.
#XX
60. @SMX
Share these #SMXInsights on your social channels!
#SMXInsights
@jared_stier
▪ Hack significance by analyzing:
– Micro-Conversions
– Pattern Recognition
▪ The remaining funnel after your micro-
conversion must be predictable and
consistent with your primary conversion
metric
▪ If you break out a test into its smallest components,
the remaining differences in performance is just variance!
#22D
61. @SMX
Share these #SMXInsights on your social channels!
#SMXInsights
@caitlin_halpert
▪ You can’t afford NOT to use Google’s
“Optimize” ad rotation setting
▪ You can’t compare performance
metrics across ads when using
“Optimize”
▪ Ad Variations are your ONLY options
for getting close to a controlled A/B
ad test in Google
#22D
62. @SMX
Share these #SMXInsights on your social channels!
#SMXInsights
@PPCmath
▪ Hypotheses are not for you.
– Write a hypothesis for anyone who
reads them (within your company) and
can understand the change, without
further explanation.
▪ Failing is still learning
– If executed correctly, a failed test
showcases that the test was not meaningful
to the business.
#22D
64. @SMX
Local Search: Significant Changes On The Horizon
#SMXInsights
@danaditomaso
▪ Tips to track your knowledge panel
features
– When you’re at the location, check
your Google timeline
– Is it showing you at the correct
business?
– If not, you’re missing credit for real
store visits!
#14C
65. @SMX
Local Search: Significant Changes On The Horizon
#SMXInsights
@danaditomaso
▪ Tips to track your Google Posts
– Use UTM Tracking
utm_source=gmbpost
utm_medium=organic
– Check Posts impression data against
Google Search Console data
#14C
66. @SMX
Local Search: Significant Changes On The Horizon
#SMXInsights
@danaditomaso
▪ Tips to track schema uptake
– Use Google Search Console to find
instances of when you may have
come up as a result of schema
#14C
67. @SMX
Local Search: Significant Changes On The Horizon
#SMXInsights
@danaditomaso
▪ Tips for a strong brand presence
– Sponsor an event or a sports team
– Be the go-to media person in your
area for what you do
– Provide useful resources when
actual resources are lacking
#14C
68. @SMX
Local Search: Significant Changes On The Horizon
#SMXInsights
@danaditomaso
▪ Tips for improving email
– Always be building your lists
– Send regularly and often
– Make your emails short and
interesting
#14C
69. @SMX
Local Search: Significant Changes On The Horizon
#SMXInsights
@danaditomaso
▪ Tips for improving map signals
– Make a custom driving directions link
& track how often it’s used
https://kickpoint.ca/driving
– Can you encourage visitors to save
your location on Maps?
#14C
70. @SMX
Local Search: Significant Changes On The Horizon
#SMXInsights
@danaditomaso
▪ Tips for rank tracking
– What types of search features are
coming up in your competitive
landscape?
– What features do you need to start
using and which can you ignore?
#14C
71. @SMX
Local Search: Significant Changes On The Horizon
#SMXInsights
@danaditomaso
▪ Tips for reporting
– Some of this data collection is manual
– Use Google Sheets, then pull together
a report using Google Data Studio
#14C
72. @SMX
Local Search: Significant Changes On The Horizon
#SMXInsights
@davidmihm
▪ Local search at Google
– Fewer webpage results
– Fewer organic results
– Fewer clickthroughs*
– MORE time on Google SERPs
*except to advertisers
#14C
73. @SMX
Local Search: Significant Changes On The Horizon
#SMXInsights
▪ High organic competition + fewer
winners = churn
▪ DIY ad format + Machine learning =
zero reseller margin
▪ Evolve your business or else!
@davidmihm#14C
74. @SMX
Local Search: Significant Changes On The Horizon
#SMXInsights
@PronouncedAhndy
▪ Google Maps Ads are growing
– Enable location extensions to take
advantage
– Be on the look out for keywordless
targeting and don’t be afraid – this
might be an upgrade!
#14C
75. @SMX
Local Search: Significant Changes On The Horizon
#SMXInsights
@PronouncedAhndy
▪ Local Inventory Ads are growing
– Work on getting local feeds up and
running
– Consider the pros and cons of splitting
LIAs and PLAs into separate campaigns
vs consolidating
– Be smart about potential LIA
optimizations around clearance sales,
holidays, and inventory concerns
#14C
77. @SMX
B2B SEM: Meeting Specific Challenges With Really Smart Tactics
#SMXInsights
@Drigotti
B2B SEM is about growing the
company.
The best metric for that outcome is
revenue and ROI.
#21B
78. @SMX
B2B SEM: Meeting Specific Challenges With Really Smart Tactics
#SMXInsights
▪ Build awareness with a strong paid social
media mix
▪ Leverage LinkedIn to cookie highly relevant
audiences, then use cheaper channels to
nurture
▪ Deliver content that corresponds to the
specific audience segment and intent
▪ Tie campaign optimizations to back-end
CRM data
@3QDigital#21B
79. @SMX
B2B SEM: Meeting Specific Challenges With Really Smart Tactics
#SMXInsights
▪ Build robust negative keyword lists
BEFORE launching campaigns
– Don’t wait for junk to show up in your
search query reports
@Robert_brady
▪ Plan ahead so you have your next 2-3 ad
tests ready & approved
– Approval takes time; design takes time;
resources are hard to get
#21B
80. @SMX
B2B SEM: Meeting Specific Challenges With Really Smart Tactics
#SMXInsights
▪ If you target the right people, they’re still the
right people on Facebook, Instagram, Twitter,
Snapchat, Pinterest, Reddit, etc.
@Robert_brady
▪ Be humble & realize that potential
customers may not think of the
problem/solution with the same
vernacular you do
– If the volume really doesn’t exist, maybe
your business plan is the problem
#21B
83. @SMX
Enterprise SEOs, Unite!
#SMXInsights
@KeithGoode
▪ A long history, a great product, and
good PR can take you a long way in
the SERPs, but we shouldn’t be
satisfied with that alone.
▪ The Ideal State Enterprise SEO requires
Organizational Awareness and
Unified Effort from everyone, not just
SEOs.
#22A
84. @SMX
Enterprise SEOs, Unite!
#SMXInsights
@KeithGoode
▪ True Organizational Change is a Top-
Down Mandate edified and bolstered
with data.
▪ Scaling is not an exercise in copying
and pasting templates, but it requires
a constant eye on the user’s wants
and needs.
#22A
85. @SMX
Enterprise SEOs, Unite!
#SMXInsights
@5le
▪ Challenge everything you read
– Don’t assume it is true even if Google
says it is
▪ Melt into the background on SEO and let
others take the win
– Winning opens up the door to more winning
▪ Architects build buildings
– Be the architect not the bricklayer
#22A
87. @SMX
Unleashing The Power Of Online Video Ads
#SMXInsights
@JonKagan
Anyone, on any budget can run YouTube
and have it work for them, do not be scared
There’s a fine line between doing it, and
doing it intelligently: Targeting is the key.
If your other media isn’t benefitting from the
effort, then you’re missing something, and
you need to regroup on your strategy
#22B
88. @SMX
Unleashing The Power Of Online Video Ads
#SMXInsights
@NobleDigitalOne
Your video may be the first
and ONLY thing a potential
customer sees about your
brand.
Make it Count!
#22B
90. @SMX
Must-Have Reports For Search Advertisers
#SMXInsights
@JDprater
▪ Know your audience
▪ Choose the metrics they care about
(revenue, pipeline, leads)
▪ Structure and communicate your PPC
report using Minto or Inverted Pyramid
#22C
91. @SMX
Must-Have Reports For Search Advertisers
#SMXInsights
@corydmorris
The future ain’t what it used to be
–Yogi Berra
Use a projection report to take steps
to know what the future holds.
#22C
92. @SMX
Must-Have Reports For Search Advertisers
#SMXInsights
@corydmorris
Always keep your AdWords
benchmarks handy.
P.S. Wordstream is a great source:
http://bit.ly/ws-benchmarks
#22C
93. @SMX
Must-Have Reports For Search Advertisers
#SMXInsights
@corydmorris
Remember that the Projection Report
is a projection and not a promise.
#22C
95. @SMX
JavaScript & PWAs: What SEOs Need to Know
#SMXInsights
@VadimSupitskiy
#Speed
#ServerSideRendering
#AMPtoPWA
#23A
96. @SMX
JavaScript & PWAs: What SEOs Need to Know
#SMXInsights
@maxxeight
▪ SEO Best Practices For JavaScript Sites
– Crawling: use clean URLs and proper <a href> elements
– Rendering: avoid blocking resources and loading
content upon user interaction
– Indexing: make sure meta data in <head> is not
duplicated across pages
#23A
97. @SMX
JavaScript & PWAs: What SEOs Need to Know
#SMXInsights
@maxxeight
▪ The Rich Results Testing Tool is the only Google-
provided tool showing the rendered code (DOM)
#23A
99. @SMX
How To Develop Multichannel Attribution Models That Move The Needle
#SMXInsights
@SPoulton
▪ Attribution Modeling is about looking forward to
determine how to grow, not about looking back.
▪ Standard Position & Rules-Based Attribution
Models: Still very useful, but inherently contain bias
& limit actionable insights.
▪ Data-Driven Attribution: Uses Shapely Values &
Counterfactual Gains to constantly adjust based
on new information available.
▪ Facebook Attribution is coming!
#23C
100. @SMX
How To Develop Multichannel Attribution Models That Move The Needle
#SMXInsights
@AdamProehl
▪ Too many marketers seek attribution as a CYA to
justify
their budgets or even their very existence.
▪ Success metrics will be very different
depending on the medium. Finance &
management often struggle with that fact.
▪ Customer behavior doesn’t fit comfortably
into a single line item on an ROI spreadsheet.
#23C
101. @SMX
How To Develop Multichannel Attribution Models That Move The Needle
#SMXInsights
@HeatherCooan
Use CRM campaign tracking to get
more from your paid channels!
▪ Measure middle of funnel activities!
▪ Identify content + channel
combinations that move the revenue
needle!
#23C
102. @SMX
How To Develop Multichannel Attribution Models That Move The Needle
#SMXInsights
@HeatherCooan
Align Sales & Marketing by customizing
lead source for more granular & holistic
measurement!
▪ Audit
▪ Customize
▪ Expand
#23C
103. @SMX
How To Develop Multichannel Attribution Models That Move The Needle
#SMXInsights
@HeatherCooan
Take the time to deliberately design
your campaign hierarchy.
▪ Think through measurement
▪ Ask questions of the data
▪ Utilize your marketing operations &
systems experts
#23C
105. @SMX
Successful SEO Using Markup & Structured Data
#SMXInsights
@AlexisKSanders
▪ Google offers structured data
documentation for +26 item types
that enhance the SERP!
▪ For a majority of eCommerce sites
with product rich results, rich results
will outperform regular listing.
#24A1
106. @SMX
Successful SEO Using Markup & Structured Data
#SMXInsights
@AlexisKSanders
+25K eCommerce URLs
populating with featured snippets:
• Microdata: 76%
• JSON-LD: 25%
• OGP: 68%
• Twitter Summary Cards: 27%
#24A1
107. @SMX
Successful SEO Using Markup & Structured Data
#SMXInsights
@AlexisKSanders
Top Occurring Microdata for eCom with Snippet:
#24A1
108. @SMX
Successful SEO Using Markup & Structured Data
#SMXInsights
@AlexisKSanders
Top Occurring JSON-LD for eCom with Snippets:
#24A1
110. @SMX
All Google Manual Penalties Explained
#SMXInsights
@kas_tweets
▪ Shorter reconsideration rationale is better
▪ Any penalty can be fixed
▪ Algorithms are not penalties
#24A2
112. @SMX
How To Maximize & Measure Performance On The Google Display Network
#SMXInsights
@michellemsem
▪ Understand how each targeting type
works & match CTAs accordingly.
▪ Combine contextual & audience
targets for highly focused campaigns.
▪ Structure campaigns with future
optimizations and insights in mind.
▪ Smart Display can be a great tool, but
isn’t for everyone.
#24B
113. @SMX
How To Maximize & Measure Performance On The Google Display Network
#SMXInsights
@MilwaukeePPC
▪ Display Planner is nice, but Google Analytics shows
you what’s already working.
▪ Use referrals to find high-converting placements.
▪ Use in-market and affinity reports to get a head
start on broadening reach.
▪ Use search term reports to know what’s important
to your current visitors.
▪ Create audiences from Display campaigns. Attach
them to every search campaign to see the impact
on search.
#24B
115. @SMX
Solving SEO Issues In A World Of Constant Change #31A
#SMXInsights
@GlennGabe
▪ User happiness wins.
▪ Focus on “quality indexation”.
▪ Nuke aggressive, disruptive, or
deceptive advertising.
▪ Rid your site of technical SEO problems.
#31A
116. @SMX
Solving SEO Issues In A World Of Constant Change #31A
#SMXInsights
@GlennGabe
▪ Mobile page speed will become a ranking
factor in July 2018.
▪ It will be a lightweight factor, just like
desktop.
▪ At some point, your mobile pages and
content will be used for ranking purposes
(with Google’s mobile-first index).
#31A
117. @SMX
Solving SEO Issues In A World Of Constant Change #31A
#SMXInsights
@GlennGabe
▪ Migrate to https.
▪ View the ad experience report TODAY.
▪ Understand Above The Fold (ATF).
▪ Chrome is now taking action.
#31A
118. @SMX
Solving SEO Issues In A World Of Constant Change #31A
#SMXInsights
@Marie_Haynes
1) February 1, 2017 was a Penguin update.
Google got better at figuring out which links to
ignore.
2) Hit by “Fred” March 7/8, 2017?
Google closed SEO tricks and loopholes such
as “SEO Content”
on the bottom of product pages.
3) February 7, 2017 had a LOT to do with E-A-T.
Improve by getting the world talking about how
awesome your business is.
#31A
120. @SMX
Advanced Audience Targeting & Management Tactics
#SMXInsights
▪ Takeaways:
– Standard RLSAs can boost ROAS if used strategically
– Facebook offers a higher level of audience targeting via personal
data vs. AdWords
– Combining Facebook Audiences with RLSAs is proven to decrease
paid search CPA, and increase CTR and ROAS
– Tactics to test when you get back to the office:
1. Increase AdWords search visibility for Facebook audience members
2. Using lookalike audiences to uncover new prospects for TOFU search
campaigns
3. Using Gmail sponsored promos and FB Ads together to boost conversions
4. Target users via Job title and use Partner Data across Facebook & AdWords
@iambenwood#31B
121. @SMX
Advanced Audience Targeting & Management Tactics
#SMXInsights
▪ The purchase funnel is rarely linear. Marketers
should focus on reaching the right person at
the right time with the right message
@ChackaMarketing
▪ Constantly track audience interests and
behaviors and continue to refine your
strategy
▪ For best results leverage all audiences and
tools that channels offer without diluting the
size of your audience
#21B
123. @SMX
Your Mission: Increase Sales, Cut Costs, Maximize Profits
#SMXInsights
@DreamAgility
▪ Use the 20 minute rule
– Identify the tasks you do for 20 mins or more
each day
– If they’re repetitive see how it could be
automated or if a Bot could do it
– Weigh up the costs of continuing to do it
manually (salary, desk space, sick leave etc) vs
the cost of a bot and the time to implement
#31C
124. @SMX
Your Mission: Increase Sales, Cut Costs, Maximize Profits
#SMXInsights
@DreamAgility
▪ Practice building bots internally first
– Use the Microsoft Bot Framework, it’s free,
simple and lots of fun.
– Pick the FAQ or HR functions first.
– Train your bot to give the correct answers
– Build them for your clients FAQ pages, etc.
#31C
125. @SMX
Your Mission: Increase Sales, Cut Costs, Maximize Profits
#SMXInsights
@DreamAgility
▪ Connect the dots between the bots
– Look at RPA (Robotic Process Automation)
solutions appropriate for your budget.
– Map out the actions you take e.g. building
reports, or that are performed between
executing the bots.
– The RPA will copy your actions between
applications and build a macro to do it
automatically.
#31C
127. @SMX
Shopping Campaigns That Keep Paying Off
#SMXInsights
@PPCKirk
▪ DON’T stress about not having expensive
bidding tools for Shopping Ads.
▪ DO create your own bidding rules with
saved filters in the AdWords UI.
▪ DO organize your Shopping campaigns
around the marketing funnel & track
accordingly.
#XX
128. @SMX
Shopping Campaigns That Keep Paying Off
#SMXInsights
@Caitlin_halpert
▪You can segment brand from non-
brand in Google Shopping, but be
careful!
#XX
129. @SMX
Shopping Campaigns That Keep Paying Off
#SMXInsights
@Caitlin_halpert
▪Give Google as much info as possible!
▪Use 3+ levels in Product Type
Postcards
Office Supplies > Paper Products > Postcards
#XX
131. @SMX
Competitive Research For SEM
#SMXInsights
@ayat
▪ Clearly define your goal when
conducting a comp analysis.
▪ Never go in thinking you’re going to copy
competitors.
▪ The ideas collected should first be
evaluated prior to testing.
#33B
133. @SMX
Driving Sales On Social Media
#SMXInsights
@Nate_Elliott
▪ Proper measurement leads to success.
▪ Test and learn and optimize.
▪ Optimize for business, not engagement.
▪ Don’t invest where you can’t improve.
Free report: www.NineteenInsights.com.
#33C
134. @SMX
Driving Sales On Social Media
#SMXInsights
▪ DPA Benefits:
– Shared Feed Assets between
Google/Bing & Facebook
– Ability to Easily Upsell and Cross Sell
– Reach new audiences based on their
in-market signals
@JenKiaba#33C
135. @SMX
Driving Sales On Social Media
#SMXInsights
▪ Research how the category is
represented on Pinterest today
▪ Identify the “Eureka” moment
▪ Don’t let a limited organic presence hold
you back
▪ Re-purpose existing PLA feeds
▪ Monitor site traffic to see if Pinterest is
driving interest
@LaurendeVlaming#33C
137. @SMX
Winning More Customers With E-commerce Offer Testing
#SMXInsights
@Ayat
▪ CRO goes beyond changing the obvious
elements.
▪ It’s not about quick wins either.
▪ It’s about consistent testing and the
methodology behind the testing that leads
to INNOVATION.
#34C
138. @SMX
Winning More Customers With E-commerce Offer Testing
#SMXInsights
@bigAlittleA
▪Paid media favors stability.
–switching creative to push a short
term promotion? BETTER be good
▪Optimize to profit + ROI, not ROAS
#34C
139. @SMX
Winning More Customers With E-commerce Offer Testing
#SMXInsights
@bigAlittleA
▪People can be numb.
–The simpler the offer, the
better the result
–Make your promotions
feel special
#34C
140. @SMX
Winning More Customers With E-commerce Offer Testing
#SMXInsights
@bigAlittleA
▪ Understand what your best
customers buy first.
– Find where those purchases
come from and get aggressive!
#34C
141. @SMX
Winning More Customers With E-commerce Offer Testing
#SMXInsights
@bigAlittleA
▪ Identify which metrics really matter.
Don’t chase revenue alone.
▪ Be smarter than your audience.
▪ Find and exploit your best customers’
habits. Don’t chase the 80%
▪ Your best customer may not be who
you think they are!
#34C
142. @SMX
Winning More Customers With E-commerce Offer Testing
#SMXInsights
@ebKendo
▪ Define e-Commerce or have the conversation
▪ Organize and track offers cross-channel
▪ Bake in the cost of shipping where you can
▪ Google Retail Promotions = meh on attributable lift
▪ Bundle stuff
▪ Have some exclusives
#34C
143. @SMX
Winning More Customers With E-commerce Offer Testing
#SMXInsights
@ebKendo
3 quick ways to improve ROAS from Search:
Ensure proper campaign location settings.
Evaluate keywords for searcher intent.
Leverage geographic data.
#34C