Multi award winning agency Impression invited ecommerce marketers to join for a workshop on digital challenges facing ecommerce. Agenda includes:
- Adam Bly: The Ecommerce Environment
- Edd Wilson: Technologies Affecting Ecommerce Marketing
- Liam Wade: Google Shopping - How to Get Ahead
- Laura Hampton: Digital PR for Ecommerce Businesses
SEO After COVID-19: How to Recover with FAQs, Schema, AMP & Voice SearchSearch Engine Journal
COVID-19 has disrupted our world like nothing we have seen before, and the response requires some reflection, planning, and aggressive execution.
Milestone has developed and begun implementing the COVID-19 Crisis-Recovery-Growth strategy and wants to share it with the community.
In this presentation, Milestone’s CEO Anil Aggarwal and VP of Marketing Erik Newton discuss insights on how to overcome the business impact of COVID-19.
We will cover:
— Phased tactics within local, organic, social, and paid media.
— Recommendations for gathering customer insights, adjusting content, mobile, and clickability.
— Moving to omnichannel measurement and offer packaging and scaling back up.
— What is the current state of voice search, entity search and where it is growing.
— Top tips to create AMP and FAQ pages for conversational content and voice search.
— How major verticals – tech, banks, auto, hotels, and retailers – are capitalizing on these technologies to increase growth and sales.
— Successful case studies and practical tips to upgrade your digital assets and use BERT to your advantage.
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.
The document discusses search engine optimization (SEO) and provides tips for achieving top Google rankings. It covers the five main steps to top rankings: relevance, conversions, credibility, clean code, and content. Recent SEO updates from Google like the Panda update are also discussed. The presentation provides information on new opportunities in SEO like videos, authorship, microdata, and social signals. It emphasizes optimizing websites for both desktop and mobile users.
How to Evolve Your Clients’ Content Strategy with Ever-Changing AlgorithmsSearch Engine Journal
Search engines evolve constantly. So, too, should your clients’ content strategy.
With so many Google core algorithm updates rolling out, understanding the SERPs is now more crucial than ever.
In this presentation, Idan Segal, Organic Growth Lead for Wix, offers actionable insights that can impact your clients’ market share.
Discover practical tips and techniques you can use to measure results, improve your strategy, and stay ahead of the curve when it comes to your clients’ content strategy.
In addition, we’ll explore ways to maximize their traffic, brand awareness, and ROI through organic growth.
In this presentation, you will learn:
– Why “intent” will still be your focus in 2020.
– How to use SERP hints to improve your clients’ marketing strategy.
– Whether featured snippets are worth it in a post de-duplication world.
– Insider lessons the Wix SEO team has learned from years of global optimization across 19 languages.
– A new approach to your blog strategy and why less is more.
– How to support your SEO efforts with paid traffic.
The document outlines Jasmine Batra's presentation on SEO for CMOs. It discusses the five steps to top Google rankings which include relevance, clean code, credibility through links, user conversions and engagement, and high-quality content. It provides details on each step and highlights recent SEO strategies and updates, such as authorship, videos, and content marketing being the new SEO approach. Checklists and action items are also presented to help optimize a website for search engines.
SEO Masterclass: The keys to a winning SEO strategy in 2021 - Josh MendelowitzSales Impact Academy
Josh Mendelowitz works as an SEO Marketing Manager at Refinitiv where he leads the in-house SEO team. Refinitiv, formerly the Financial and Risk business of Thomson Reuters, is a leading global financial data provider worth over $6 billion. Josh has worked in Digital and SEO for around 4 years and helped lead the SEO strategy for the Refinitiv site migration from Thomson Reuters to refinitiv.com. This strategy was recently awarded Gold and Best Overall Winner at the UK Digital Experience awards for “Best SEO Strategy".
Key Points:
1. Definition of SEO - Finding your customers needs and then centering your content strategy and digital marketing around how you can meet those needs.
2. Site speed is more important than ever - core web vitals: page loading, how long it takes for the site to be interactive, how stable is the site
3. Technical SEO is a critical first step - Focus on ways to minimise critical errors and have governance mechanisms in place to stop you from making the same mistakes.
4. Expertise - Authority - Trustworthiness (EAT) Make your content crawlable, relevant and easy to navigate.
5. Drive users to a specific place further down the sales funnel using CTA links in Press Releases and Blogs.
6. SEO should be central to your content strategy - validate early and often and put work into keyword research.
SEO After COVID-19: How to Recover with FAQs, Schema, AMP & Voice SearchSearch Engine Journal
COVID-19 has disrupted our world like nothing we have seen before, and the response requires some reflection, planning, and aggressive execution.
Milestone has developed and begun implementing the COVID-19 Crisis-Recovery-Growth strategy and wants to share it with the community.
In this presentation, Milestone’s CEO Anil Aggarwal and VP of Marketing Erik Newton discuss insights on how to overcome the business impact of COVID-19.
We will cover:
— Phased tactics within local, organic, social, and paid media.
— Recommendations for gathering customer insights, adjusting content, mobile, and clickability.
— Moving to omnichannel measurement and offer packaging and scaling back up.
— What is the current state of voice search, entity search and where it is growing.
— Top tips to create AMP and FAQ pages for conversational content and voice search.
— How major verticals – tech, banks, auto, hotels, and retailers – are capitalizing on these technologies to increase growth and sales.
— Successful case studies and practical tips to upgrade your digital assets and use BERT to your advantage.
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.
The document discusses search engine optimization (SEO) and provides tips for achieving top Google rankings. It covers the five main steps to top rankings: relevance, conversions, credibility, clean code, and content. Recent SEO updates from Google like the Panda update are also discussed. The presentation provides information on new opportunities in SEO like videos, authorship, microdata, and social signals. It emphasizes optimizing websites for both desktop and mobile users.
How to Evolve Your Clients’ Content Strategy with Ever-Changing AlgorithmsSearch Engine Journal
Search engines evolve constantly. So, too, should your clients’ content strategy.
With so many Google core algorithm updates rolling out, understanding the SERPs is now more crucial than ever.
In this presentation, Idan Segal, Organic Growth Lead for Wix, offers actionable insights that can impact your clients’ market share.
Discover practical tips and techniques you can use to measure results, improve your strategy, and stay ahead of the curve when it comes to your clients’ content strategy.
In addition, we’ll explore ways to maximize their traffic, brand awareness, and ROI through organic growth.
In this presentation, you will learn:
– Why “intent” will still be your focus in 2020.
– How to use SERP hints to improve your clients’ marketing strategy.
– Whether featured snippets are worth it in a post de-duplication world.
– Insider lessons the Wix SEO team has learned from years of global optimization across 19 languages.
– A new approach to your blog strategy and why less is more.
– How to support your SEO efforts with paid traffic.
The document outlines Jasmine Batra's presentation on SEO for CMOs. It discusses the five steps to top Google rankings which include relevance, clean code, credibility through links, user conversions and engagement, and high-quality content. It provides details on each step and highlights recent SEO strategies and updates, such as authorship, videos, and content marketing being the new SEO approach. Checklists and action items are also presented to help optimize a website for search engines.
SEO Masterclass: The keys to a winning SEO strategy in 2021 - Josh MendelowitzSales Impact Academy
Josh Mendelowitz works as an SEO Marketing Manager at Refinitiv where he leads the in-house SEO team. Refinitiv, formerly the Financial and Risk business of Thomson Reuters, is a leading global financial data provider worth over $6 billion. Josh has worked in Digital and SEO for around 4 years and helped lead the SEO strategy for the Refinitiv site migration from Thomson Reuters to refinitiv.com. This strategy was recently awarded Gold and Best Overall Winner at the UK Digital Experience awards for “Best SEO Strategy".
Key Points:
1. Definition of SEO - Finding your customers needs and then centering your content strategy and digital marketing around how you can meet those needs.
2. Site speed is more important than ever - core web vitals: page loading, how long it takes for the site to be interactive, how stable is the site
3. Technical SEO is a critical first step - Focus on ways to minimise critical errors and have governance mechanisms in place to stop you from making the same mistakes.
4. Expertise - Authority - Trustworthiness (EAT) Make your content crawlable, relevant and easy to navigate.
5. Drive users to a specific place further down the sales funnel using CTA links in Press Releases and Blogs.
6. SEO should be central to your content strategy - validate early and often and put work into keyword research.
Search Rediscovered: Adapting to the New World of Structured Data and SchemaRebecca Gill
In 2019 we don’t just compete with our peers in search. The knowledge Graph has arrived, and it is dominated by schema and structured data. Google is now a portal for search and our direct competition online.
Google has slowly migrated away from traditional search and pushed further into a world that is controlled by artificial intelligence and structured data. Few marketers have acknowledged this shift and adapted to Google’s usage of advanced SEO techniques.
While many marketers are starting to think about popular topics such as AI and voice search, they are missing the underlying code base that will help prepare them for the new world of digital marketing and search.
The search results page is evolving, and it is shifting even faster for certain types of queries. Will you be prepared?
Learning Objectives:
Learn the basic elements of schema and how Google uses structured data to better understand your website and how it relates to a user’s search queries.
Learn the action steps necessary to prepare your organization for schema identification, implementation, and validation.
We create, expand and convey out of the case Search Engine Optimization arrangements. Our Search Engine Optimization forms and in addition site improvement and IT empowered arrangements are outlined as per the SEO rules by Google. At Gyandmc white cap SEO procedures are stringently held fast to ensure that our residential and in addition worldwide customers get the finest SEO administrations conceivable in this industry. Get more info on - http://bit.ly/29JijrB
How to rank higher than No. 1 on Google: A SERP features story. You’ve seen more and more methods for ranking #0 in search results lately, right? You’ve likely seen the People Also Ask (Related Questions) boxes – the accordion-like question and answer boxes are Google search result pages (SERPs). Introducing why Featured Snippets are an important part of SEO and digital marketing and how you can appear in them to drive increased traffic to your site.
Miranda will be talking about “International SEO and beyond”. She will go through the essentials when optimizing across markets and languages, the common pitfalls, and areas to look into beyond the regular international SEO practises.
iPullRank Webinar - Planning SEO for 2021 Michael King
Good SEO takes preparation and should not be approached as some sort of last ditch effort. It's time you start thinking about how you should plan your SEO strategies for 2021.
Important topics we will be covering include:
-- Why should we start planning SEO for 2021
-- The current SEO climate
-- SEO trends we expect to continue into 2021
-- How to effectively plan SEO for 2021
DealerOn Webinar Series - Unify SEO and SEM - 2016-08Dave Spannhake
This document outlines a webinar presented by DealerOn on unifying SEO and SEM strategies to increase leads and sales. The webinar covered identifying search demand in the local market, best practices for SEO and SEM, measuring conversion through Google Analytics, and optimizing traffic. The goal is to create a content marketing strategy based on local search demand and leverage both organic and paid search data to improve digital marketing efficiency and website leads.
This document provides tips and tricks for social media and digital marketing. It discusses updating profiles and pages on various social media platforms like Facebook, Twitter, LinkedIn, Pinterest, Google+, Instagram, and YouTube. It also promotes increasing online visibility and offers through digital marketing services like search engine optimization, social media optimization, pay-per-click advertising, and email marketing. Various posts provide advice on content marketing, local business listings, and growing a business through digital channels.
This document discusses using Google Analytics to measure website data and maximize marketing ROI. It explains that analytics helps understand visitor behavior to achieve business goals. Key questions analytics can answer are listed. The types of data collected and goals that can be measured are also outlined. The document provides guidance on setting up analytics, defining goals, analyzing traffic sources, identifying key metrics, and using data visualizations and funnel reports to make informed marketing decisions.
Practical SEO Strategies - Getting Results Across Multiple Costuntries - Nick...Linkdex
This document discusses SEO strategies for a large telecommunications company with operations across multiple countries. It outlines the company's size and global reach, as well as lessons learned from SEO efforts over 12 months. Key points include the importance of organization, using both low-tech and automated tools, understanding business needs through data analysis, integrating SEO efforts across teams, and adapting global strategies at a local market level.
In this Chapter we discuss how to approach the On Page Optimisation factors in details. You'll learn how to do a keyword research, title, meta description optimisation and other factors that affect your On-Page SEO
iPullRank Webinar - Forecasting and Calculating ROI for SEOMichael King
Aligning value to SEO starts with calculating the return on investment, or ROI. By taking the cost of investment into account, it’s easier to calculate the impact SEO efforts make on the bottom line.
In this webinar, we will be diving into why it's important to forecast and calculate ROI for SEO, and how to do so.
Because calculating ROI for SEO isn’t as simple as it is for other marketing channels, it’s normal for businesses to value alternative marketing efforts over SEO.
Important topics we will be covering include:
-- The Importance of ROI for SEO
-- How to Forecast SEO ROI
-- How to Measure SEO Performance
-- How to Calculate SEO ROI
eComm talk 3: Effective tools for Website optimisationNikolay Nekov
This document summarizes an event about effective tools for website optimization. It discusses conversion rate optimization and the importance of tracking micro-conversions and customer behavior. Specific tools that were covered include heatmaps, scroll maps, surveys, content personalization, email automations, A/B testing, gamification, smart popups, speed optimization, and search. The document provides examples and advice on how to implement these tools, set goals, and measure results. It also describes the speaker's consulting services and partnership programs to help companies with digital marketing strategies and website optimizations.
John Shehata — 21 Soft Skills to Supercharge Your In-House SEO TeamSemrush
These slides were presented at the SEMrush webinar "21 Soft Skills to Supercharge Your In-House SEO Team". Video replay and transcript are available at https://www.semrush.com/webinars/21-soft-skills-to-supercharge-your-in-house-seo-team/
Webinar: Predictive Lead Scoring - What Makes It So Predictive?Fliptop
Predictive lead scoring allows marketing and sales teams to unlock the potential of the data in their CRM and Marketing Automation. With predictive lead scoring, sales teams can better prioritize their leads and opportunities and marketing can see which campaigns bring in the highest quality leads in real time.
But what does predictive really mean? And what makes it predictive? Watch this webinar as we demonstrate:
How predictive lead scoring differs from conventional scoring
What makes it so predictive
Why you need predictive lead scoring to stay ahead of the competition
This document contains numerous posts and advertisements from Gyan Digital Marketing promoting their digital marketing services such as search engine optimization, social media marketing, email marketing, and paid advertising. The posts provide tips on digital marketing strategies and how utilizing various digital marketing channels can help businesses expand their online visibility and increase sales. Gyan Digital Marketing also advertises their training programs that teach skills in these digital marketing areas.
Webinar: Integrating Predictive Lead Scoring in your MarketoFliptop
Predictive lead scoring ("PLS") has grown into a hot topic in 2014. SiriusDecisions reports that there are nearly 14 times more B2B organizations using PLS today than in 2011. If you are thinking about PLS but are unsure where to start, join this webinar as we cover how can you implement PLS in your Marketo and see improvements in your conversion and win rates.
A small SEO guide curated by the Endemaj Funds marketing department to guide SMEs and startups. To know more about Endemaj, visit https://endemajfunds.com/
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.
This document provides an SEO proposal and services from a Delhi-based IT company. It outlines their expertise in SEO, web development, and advertising. The proposal describes performing on-page and off-page optimization activities like keyword research, link building, social media promotion, and audits. Prices for silver, gold, and platinum packages ranging from Rs. 7,500 to Rs. 20,000 are listed along with the included tasks and number of keywords targeted for each level. Website designing services are also proposed which include structure, optimization, and page creation.
SEO: Just Enough To Be Dangerous Today, Tomorrow & BeyondRenee Girard
Organic Search is the effective and cheap fuel that’s built to sustain your acquisition engine for years. Learn how Google search works and what you need to do today to ensure your users can discover your website easier through Search Engine Optimization.
What is SEO and why should I care?
How does Google search work?
Making the business case for SEO and SEO integration
Hot topics for the future
What to do about them so you can sleep at night
- Voice search
- Mobile and emerging technologies
- The ever-shrinking organic SERP
(Mostly) Free SEO Tools >> http://bit.ly/seo-tools-2018
Event >> https://www.thevalleymke.org/events/seo
Woj takes you on a journey to demystify the art and science of Search Engine Optimisation. Explore the true facts about SEO, the history of Google and other search engines and what the current landscape looks like.
Arm yourself with valuable tips on production & writing for search engines as well as Woj’s indispensable do-and-don’t best practice guide so you can leave the session ready to take action!
Search Rediscovered: Adapting to the New World of Structured Data and SchemaRebecca Gill
In 2019 we don’t just compete with our peers in search. The knowledge Graph has arrived, and it is dominated by schema and structured data. Google is now a portal for search and our direct competition online.
Google has slowly migrated away from traditional search and pushed further into a world that is controlled by artificial intelligence and structured data. Few marketers have acknowledged this shift and adapted to Google’s usage of advanced SEO techniques.
While many marketers are starting to think about popular topics such as AI and voice search, they are missing the underlying code base that will help prepare them for the new world of digital marketing and search.
The search results page is evolving, and it is shifting even faster for certain types of queries. Will you be prepared?
Learning Objectives:
Learn the basic elements of schema and how Google uses structured data to better understand your website and how it relates to a user’s search queries.
Learn the action steps necessary to prepare your organization for schema identification, implementation, and validation.
We create, expand and convey out of the case Search Engine Optimization arrangements. Our Search Engine Optimization forms and in addition site improvement and IT empowered arrangements are outlined as per the SEO rules by Google. At Gyandmc white cap SEO procedures are stringently held fast to ensure that our residential and in addition worldwide customers get the finest SEO administrations conceivable in this industry. Get more info on - http://bit.ly/29JijrB
How to rank higher than No. 1 on Google: A SERP features story. You’ve seen more and more methods for ranking #0 in search results lately, right? You’ve likely seen the People Also Ask (Related Questions) boxes – the accordion-like question and answer boxes are Google search result pages (SERPs). Introducing why Featured Snippets are an important part of SEO and digital marketing and how you can appear in them to drive increased traffic to your site.
Miranda will be talking about “International SEO and beyond”. She will go through the essentials when optimizing across markets and languages, the common pitfalls, and areas to look into beyond the regular international SEO practises.
iPullRank Webinar - Planning SEO for 2021 Michael King
Good SEO takes preparation and should not be approached as some sort of last ditch effort. It's time you start thinking about how you should plan your SEO strategies for 2021.
Important topics we will be covering include:
-- Why should we start planning SEO for 2021
-- The current SEO climate
-- SEO trends we expect to continue into 2021
-- How to effectively plan SEO for 2021
DealerOn Webinar Series - Unify SEO and SEM - 2016-08Dave Spannhake
This document outlines a webinar presented by DealerOn on unifying SEO and SEM strategies to increase leads and sales. The webinar covered identifying search demand in the local market, best practices for SEO and SEM, measuring conversion through Google Analytics, and optimizing traffic. The goal is to create a content marketing strategy based on local search demand and leverage both organic and paid search data to improve digital marketing efficiency and website leads.
This document provides tips and tricks for social media and digital marketing. It discusses updating profiles and pages on various social media platforms like Facebook, Twitter, LinkedIn, Pinterest, Google+, Instagram, and YouTube. It also promotes increasing online visibility and offers through digital marketing services like search engine optimization, social media optimization, pay-per-click advertising, and email marketing. Various posts provide advice on content marketing, local business listings, and growing a business through digital channels.
This document discusses using Google Analytics to measure website data and maximize marketing ROI. It explains that analytics helps understand visitor behavior to achieve business goals. Key questions analytics can answer are listed. The types of data collected and goals that can be measured are also outlined. The document provides guidance on setting up analytics, defining goals, analyzing traffic sources, identifying key metrics, and using data visualizations and funnel reports to make informed marketing decisions.
Practical SEO Strategies - Getting Results Across Multiple Costuntries - Nick...Linkdex
This document discusses SEO strategies for a large telecommunications company with operations across multiple countries. It outlines the company's size and global reach, as well as lessons learned from SEO efforts over 12 months. Key points include the importance of organization, using both low-tech and automated tools, understanding business needs through data analysis, integrating SEO efforts across teams, and adapting global strategies at a local market level.
In this Chapter we discuss how to approach the On Page Optimisation factors in details. You'll learn how to do a keyword research, title, meta description optimisation and other factors that affect your On-Page SEO
iPullRank Webinar - Forecasting and Calculating ROI for SEOMichael King
Aligning value to SEO starts with calculating the return on investment, or ROI. By taking the cost of investment into account, it’s easier to calculate the impact SEO efforts make on the bottom line.
In this webinar, we will be diving into why it's important to forecast and calculate ROI for SEO, and how to do so.
Because calculating ROI for SEO isn’t as simple as it is for other marketing channels, it’s normal for businesses to value alternative marketing efforts over SEO.
Important topics we will be covering include:
-- The Importance of ROI for SEO
-- How to Forecast SEO ROI
-- How to Measure SEO Performance
-- How to Calculate SEO ROI
eComm talk 3: Effective tools for Website optimisationNikolay Nekov
This document summarizes an event about effective tools for website optimization. It discusses conversion rate optimization and the importance of tracking micro-conversions and customer behavior. Specific tools that were covered include heatmaps, scroll maps, surveys, content personalization, email automations, A/B testing, gamification, smart popups, speed optimization, and search. The document provides examples and advice on how to implement these tools, set goals, and measure results. It also describes the speaker's consulting services and partnership programs to help companies with digital marketing strategies and website optimizations.
John Shehata — 21 Soft Skills to Supercharge Your In-House SEO TeamSemrush
These slides were presented at the SEMrush webinar "21 Soft Skills to Supercharge Your In-House SEO Team". Video replay and transcript are available at https://www.semrush.com/webinars/21-soft-skills-to-supercharge-your-in-house-seo-team/
Webinar: Predictive Lead Scoring - What Makes It So Predictive?Fliptop
Predictive lead scoring allows marketing and sales teams to unlock the potential of the data in their CRM and Marketing Automation. With predictive lead scoring, sales teams can better prioritize their leads and opportunities and marketing can see which campaigns bring in the highest quality leads in real time.
But what does predictive really mean? And what makes it predictive? Watch this webinar as we demonstrate:
How predictive lead scoring differs from conventional scoring
What makes it so predictive
Why you need predictive lead scoring to stay ahead of the competition
This document contains numerous posts and advertisements from Gyan Digital Marketing promoting their digital marketing services such as search engine optimization, social media marketing, email marketing, and paid advertising. The posts provide tips on digital marketing strategies and how utilizing various digital marketing channels can help businesses expand their online visibility and increase sales. Gyan Digital Marketing also advertises their training programs that teach skills in these digital marketing areas.
Webinar: Integrating Predictive Lead Scoring in your MarketoFliptop
Predictive lead scoring ("PLS") has grown into a hot topic in 2014. SiriusDecisions reports that there are nearly 14 times more B2B organizations using PLS today than in 2011. If you are thinking about PLS but are unsure where to start, join this webinar as we cover how can you implement PLS in your Marketo and see improvements in your conversion and win rates.
A small SEO guide curated by the Endemaj Funds marketing department to guide SMEs and startups. To know more about Endemaj, visit https://endemajfunds.com/
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.
This document provides an SEO proposal and services from a Delhi-based IT company. It outlines their expertise in SEO, web development, and advertising. The proposal describes performing on-page and off-page optimization activities like keyword research, link building, social media promotion, and audits. Prices for silver, gold, and platinum packages ranging from Rs. 7,500 to Rs. 20,000 are listed along with the included tasks and number of keywords targeted for each level. Website designing services are also proposed which include structure, optimization, and page creation.
SEO: Just Enough To Be Dangerous Today, Tomorrow & BeyondRenee Girard
Organic Search is the effective and cheap fuel that’s built to sustain your acquisition engine for years. Learn how Google search works and what you need to do today to ensure your users can discover your website easier through Search Engine Optimization.
What is SEO and why should I care?
How does Google search work?
Making the business case for SEO and SEO integration
Hot topics for the future
What to do about them so you can sleep at night
- Voice search
- Mobile and emerging technologies
- The ever-shrinking organic SERP
(Mostly) Free SEO Tools >> http://bit.ly/seo-tools-2018
Event >> https://www.thevalleymke.org/events/seo
Woj takes you on a journey to demystify the art and science of Search Engine Optimisation. Explore the true facts about SEO, the history of Google and other search engines and what the current landscape looks like.
Arm yourself with valuable tips on production & writing for search engines as well as Woj’s indispensable do-and-don’t best practice guide so you can leave the session ready to take action!
This document outlines the 3 keys to success in SEO according to Semetrical:
1. Gaining maximum intelligence into the market through audits, research, and analysis to inform strategy.
2. Developing personalized solutions such as technical optimizations, content strategies, and audience personas for different parts of a website.
3. Implementing reporting, industry monitoring, and continuous optimization to measure ROI.
Surprising facts about google and 2017 seoMeena Bisht
In 3 sentences:
The document discusses surprising facts about Google and SEO in 2017. It summarizes Google's progression from its founding in 1996 to modern developments like RankBrain and mobile search. Key tactics for SEO success include creating high-quality content, optimizing for mobile and speed, using structured data, and focusing on a keyword for each page while addressing technical fundamentals.
SEO presentation for marketing summit 2017Scott True
We hear so much about how SEO has changed, but has it really? It's really the algorithms that have changed, but good marketing has remained the same for quite some time. The channels have changed, the core concept of attracting people with great content and differentiated offerings is the same. Let's take a look back at the facts and see how to optimize for Google in 2017.
Agile Mumbai 2022 - Kartik Dhokaai | AI Power SearchAgileNetwork
The document discusses AI powered search and its benefits over traditional search methods. It describes how AI powered search uses natural language processing and machine learning techniques like semantic annotations and text analysis to better understand user queries and return more relevant results. The document outlines key benefits like increased customer retention, sales, and conversion rates. It also discusses challenges in improving relevance for AI search, such as dealing with omnichannel contexts and unpredictable customer behavior.
1. The document outlines an agenda for a conference on search engine optimization techniques, including discussions on defining goals and resources, evaluating websites, and measuring performance.
2. It introduces the company eTeamsys and their focus on SEO using the ART methodology to evaluate accessibility, relevance, and trust.
3. Emerging trends in search like universal search, geographic targeting, and personalized search are changing the SEO landscape, requiring strategies beyond just keyword optimization.
Degordian is a digital marketing agency with offices in several European cities. They provide services such as digital strategy, analytics, social media, content production, design, and development. Degordian follows a thorough process with phases like research, strategy, design, implementation, quality assurance, and optimization. They utilize technologies including PHP, JavaScript, databases, CMS platforms, and analytics tools. Example projects include websites for brands like Heineken and Ožujsko, as well as mobile app advertising and personal websites.
Digital marketing overview document provides an overview of digital marketing topics including:
- Traditional marketing vs digital marketing and the benefits of digital marketing
- What digital marketing consists of including key components like SEO, social media optimization, and email marketing
- Popular digital marketing sectors and job profiles in digital marketing
- Course highlights of a digital marketing training program covering topics like search engine optimization, content marketing, and social media optimization.
AI-Powered SEO with Botify: Automation in Prevention, Execution, and Implemen...In Marketing We Trust
For our last Data-Driven Digital community webinar, we spoke about AI-powered SEO with Botify and automation in prevention, execution and implementation at scale with Agata Adamczak, SEO Specialist and client partner director at Botify.
Learn how to automate common and complex SEO tasks to free up your time and headspace.
Historically, SEOs have had to operate extensive spreadsheets to build reports and analyse data and conduct manual checks to stay on top of their website’s technical health. With most time spent on reporting and audits that left little time for action and strategy.
You’ll learn:
*How to crawl (including JavaScript) at scale
*How to use Botify to determine what tasks will drive the biggest impact
*How to automate technical recommendations
*How to protect your website and resolve issues before you’re impacted in rankings, useability or performance
*How to automate keyword performance reporting at scale
*And much more
This presentation is from Performance Marketing Summit 2017 (March 14, 2017 in Austin, TX). Session description: For many, Google seems mysterious and complicated, and even corrupt. Join us as shed some light by sharing some surprising facts about Google and how to optimize for it in 2017.
Digital Marketing Trends and Must-Have Solutions for 2023 Milestone Inc
Here's a perfect recipe for search marketing strategies, digital marketing and consumer trends, along with the must-haves for search marketers in 2023.
Digital Marketing Trends and Must Have for 2023 Benu Aggarwal
Sharing latest Digital Marketing trends and must have for 2023.
As we say goodbye to 2022 and welcome in 2023, it is a great time to review noticeable changes in search and consumer behaviors and next year plan for key digital marketing initiatives. In this webinar, we have discussed most significant search, digital marketing & consumer trends, and the must-haves for digital marketers in 2023.
https://vimeo.com/778999690 (Video)
Rio SEO Webinar Deck - Guiding your Local Search Strategy to Drive Customers ...Kristi Hedin
Search engine evolution, new technologies, and rapidly changing consumer behavior are driving massive changes across the local search landscape. How can enterprise brands focus in on the most impactful local search tactics and strategies for their hundreds or thousands of individual locations?
In this webinar, you’ll learn:
How the biggest changes in consumer intent, search signals, knowledge panel and more impacted enterprises in 2018
How voice search, the mobile consumer’s journey, and conversational elements are shaping the way users interact with your brand
How to optimize your content to make it clear that your solution is the best answer for specific consumer needs and problems
Key areas of focus in 2019 and what is essential versus what you need to have on your planning horizon
Join us as we examine the local search updates that drove the greatest business results in 2018 and discuss what this means for enterprise brands and the consumers you’ll serve in 2019.
Presented in Belfast by Steven Parker and John cave for CIM
Covers:
What is analytics?
What is measurement?
Attribution models
Google Analytics / Tag Manager / Data Studio / Optimize
www.cim.co.uk
Good content and SEO best practices may no longer be enough to help you to stand out in search. Heading forward, it is mission-critical to have content that is optimized for an omnichannel digital experience, backed by an SEO-first content management system (CMS). But what does a truly SEO-first CMS need to help get you in front of your customers?
This session and ppt explain what it takes to be SEO first. We are covering
top 10 must-haves for an SEO-first CMS. We will highlight the importance of SEO-friendly features (e.g., built-in blogs, FAQ modules, location-based widgets, plugins), digital asset management, redirect management, health monitoring dashboards and much more.
Understand how SEO-first CMS will help increase the visibility and discoverability of your digital content
Know the essential features of an SEO-first CMS built for search
Proactively seek out a CMS that helps boost organic search traffic
Adobe Summit 2015 - Successful Enterprise SEO session - Dave Lloyd #adobesummitDave Lloyd
During this Adobe Summit 2015 Digital Experience Management session on “Winning with SEO: Optimizing Content for Search throughout the Customer Lifecycle”, we shared tips and tricks on how to meet customer needs and drive better SEO results through collaboration. Takeaways include how to map your content strategy to customer needs, deliver best practices consistently, and collaborate effectively with colleagues. Tips and tricks covered include how to analyze your site to determine optimization opportunities, use Adobe Experience Manager to improve SEO, integrate Adobe Experience Manager and the search-driven merchandising features of Adobe Target, how best to use SEO to drive your bottom-line results and take advantage of the latest SEO trends, and how best to execute on an SEO project plan while creating compelling content. Session geared to roles including digital marketer, web strategist, analyst, business manager, or content marketer with any experience in Adobe Experience Manager content authoring.
John Heritage is a digital marketing expert with 18 years of experience. He founded a startup in 2010 that merged in 2012 to form HADM, where he has doubled revenue in the past two years. The presentation covered the essential elements of digital marketing, including website design, content creation, search engine optimization, paid search, and social media. Heritage emphasized that the goal of digital marketing is to drive traffic to a website and convert that traffic into sales leads. He provided suggestions for how a typical B2B manufacturer could allocate an $80,000 marketing budget and what results they could expect to see.
Step by Step Guide to Web Analytics. #Data drives Decision. Access the Full Video Course for FREE at Unacademy. www.avikbal.com/webanalytics
https://unacademy.com/user/avik0381/courses
Similar to Ecommerce Forum: Impression April 2019 (20)
Coach the Cameraflyers: Filming for Bigway FS 2023.pptxLaura Hampton
This document provides tips for filming bigway formation skydiving with camera equipment. It discusses different camera options and their pros and cons, safety considerations for exits and under canopy, techniques for getting shots, uploading videos, and recaps the key points. The aim is to help skydivers start and improve their skills at filming formation skydiving and potentially earn a free slot on the film team.
Sheffield DM: Maximising the Value of Digital PRLaura Hampton
The document discusses how to maximize success in digital PR through clear goals and expectations. It recommends defining what success looks like through specific key performance indicators and goals. It also suggests crafting strategic plans that give the best chance of success by thoroughly researching opportunities, using a layered approach, and allowing enough time. Finally, it stresses the importance of reflection by comparing results to predefined goals and embracing both successes and failures as opportunities for growth.
Laura Hampton of British skydiving team Chimera shares her top tips for aspiring and experienced skydivers on all things 4 way FS.
Sponsored by Skydive Langar, British Skydiving, Alti-2 Europe, Square One and Vigil AAD.
Brighton SEO: How to Get More Value from Digital PR - Laura HamptonLaura Hampton
The document discusses how digital PR can evolve by integrating more with SEO and traditional PR strategies. It recommends that digital PR professionals (1) report on both owned goals like link building as well as shared goals with SEO like traffic and revenue improvements, (2) measure and report on traditional PR metrics like awareness, visibility, and sentiment in tangible ways, and (3) take a more user-focused and multi-channel approach like PR, SEO, and PPC professionals to continue evolving the discipline. The overall message is that digital PR is still evolving and practitioners can help shape its future.
How to Get More from Digital PR - Laura Hampton - Drink DigitalLaura Hampton
Laura Hampton from Impression presents How to Get More from Digital PR as part of Drink Digital, a Nottinghamshire based digital meetup. Learn more about digital PR and how to measure the value here.
How to Get More from Digital PR (Without Mentioning AVE) | Pint Sized Marketi...Laura Hampton
Laura Hampton, Head of Digital PR at Impression, shares her tips on how to get more value from your digital PR campaigns. Laura specialises in user-centric marketing and her background in PR, journalism and SEO all feed into this talk, which was delivered at Pint Sized Marketing in Dublin in July 2019.
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
What's New in SEO: May 2019 - ImpressionLaura Hampton
This document provides an overview of recent changes in SEO, including several major Google algorithm updates that have occurred over the last few months. It discusses topics like rewarding expertise, authority, and trustworthiness (EAT); the importance of site speed; and how to recover from algorithm drops. The document also mentions updates to rel=prev/next, Moz Domain Authority, mobile-first indexing, richer results in search engine result pages, and increased focus on images, video, and visual search.
Digital marketing for Future Focused BusinessesLaura Hampton
Impression's Liam Wade, Petar Jovetic, Edd Wilson and Mikey Emery provide their insights for advanced digital marketers. As presented at an event co-hosted by Google.
Digital Marketing Masterclass with ImpressionLaura Hampton
Multi award winning digital marketing agency Impression presents the Digital Marketing Masterclass in partnership with D2N2 Growth Hub. Learn about SEO, PPC, PR and CRO with the team at Impression. Visit www.impression.co.uk for more.
What's New in SEO - July 2018 | ImpressionLaura Hampton
Charlie Norledge of award-winning digital agency Impression shares an update on all that's new and changing in search engine optimisation. Learn what's coming up and where you should be focusing your digital marketing investment.
Paid Ad Opportunities for Optimal ROI | ImpressionLaura Hampton
Jack McShane from multi-award winning agency Impression shares his tips for getting the most out of your paid advertising and where to place your budget for maximum returns.
SEO best practice for growing online businessesLaura Hampton
Sean Burton, SEO Strategist at Impression, took to the stage to share his tips for businesses across the SEO journey. For those just starting out, basic tips and advice for SEO foundations provided essential first steps, while more advanced marketers will have been able to review their own foundations and start thinking about more complex ways to boost their search visibility.
Growing revenue through conversion rate optimisation (CRO)Laura Hampton
This document discusses conversion rate optimization (CRO) which involves optimizing websites to increase the percentage of visitors that convert into customers. It defines what conversions are, how to measure them, and strategies to test and optimize elements like trust signals, audience targeting, page speed, and elements like calls to action and progress indicators to improve conversion rates. The key benefits of CRO are better return on investment through data-driven testing, improved customer insights, and enhanced user experience.
Getting More Bang for your Buck in PPC AdvertisingLaura Hampton
Lauren Capon, Senior PPC Executive at Impression, talked our audience through the huge opportunity, and many nuances, of paid advertising online. In a digital landscape where 'pay to play' seems ever more prevalent, the range of ways to broaden your reach through intelligent paid marketing is growing.
NIMA2024 | De toegevoegde waarde van DEI en ESG in campagnes | Nathalie Lam |...BBPMedia1
Nathalie zal delen hoe DEI en ESG een fundamentele rol kunnen spelen in je merkstrategie en je de juiste aansluiting kan creëren met je doelgroep. Door middel van voorbeelden en simpele handvatten toont ze hoe dit in jouw organisatie toegepast kan worden.
Industrial Tech SW: Category Renewal and CreationChristian Dahlen
Every industrial revolution has created a new set of categories and a new set of players.
Multiple new technologies have emerged, but Samsara and C3.ai are only two companies which have gone public so far.
Manufacturing startups constitute the largest pipeline share of unicorns and IPO candidates in the SF Bay Area, and software startups dominate in Germany.
Starting a business is like embarking on an unpredictable adventure. It’s a journey filled with highs and lows, victories and defeats. But what if I told you that those setbacks and failures could be the very stepping stones that lead you to fortune? Let’s explore how resilience, adaptability, and strategic thinking can transform adversity into opportunity.
[To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
This presentation is a curated compilation of PowerPoint diagrams and templates designed to illustrate 20 different digital transformation frameworks and models. These frameworks are based on recent industry trends and best practices, ensuring that the content remains relevant and up-to-date.
Key highlights include Microsoft's Digital Transformation Framework, which focuses on driving innovation and efficiency, and McKinsey's Ten Guiding Principles, which provide strategic insights for successful digital transformation. Additionally, Forrester's framework emphasizes enhancing customer experiences and modernizing IT infrastructure, while IDC's MaturityScape helps assess and develop organizational digital maturity. MIT's framework explores cutting-edge strategies for achieving digital success.
These materials are perfect for enhancing your business or classroom presentations, offering visual aids to supplement your insights. Please note that while comprehensive, these slides are intended as supplementary resources and may not be complete for standalone instructional purposes.
Frameworks/Models included:
Microsoft’s Digital Transformation Framework
McKinsey’s Ten Guiding Principles of Digital Transformation
Forrester’s Digital Transformation Framework
IDC’s Digital Transformation MaturityScape
MIT’s Digital Transformation Framework
Gartner’s Digital Transformation Framework
Accenture’s Digital Strategy & Enterprise Frameworks
Deloitte’s Digital Industrial Transformation Framework
Capgemini’s Digital Transformation Framework
PwC’s Digital Transformation Framework
Cisco’s Digital Transformation Framework
Cognizant’s Digital Transformation Framework
DXC Technology’s Digital Transformation Framework
The BCG Strategy Palette
McKinsey’s Digital Transformation Framework
Digital Transformation Compass
Four Levels of Digital Maturity
Design Thinking Framework
Business Model Canvas
Customer Journey Map
Digital Marketing with a Focus on Sustainabilitysssourabhsharma
Digital Marketing best practices including influencer marketing, content creators, and omnichannel marketing for Sustainable Brands at the Sustainable Cosmetics Summit 2024 in New York
Top mailing list providers in the USA.pptxJeremyPeirce1
Discover the top mailing list providers in the USA, offering targeted lists, segmentation, and analytics to optimize your marketing campaigns and drive engagement.
How MJ Global Leads the Packaging Industry.pdfMJ Global
MJ Global's success in staying ahead of the curve in the packaging industry is a testament to its dedication to innovation, sustainability, and customer-centricity. By embracing technological advancements, leading in eco-friendly solutions, collaborating with industry leaders, and adapting to evolving consumer preferences, MJ Global continues to set new standards in the packaging sector.
Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...my Pandit
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The APCO Geopolitical Radar - Q3 2024 The Global Operating Environment for Bu...APCO
The Radar reflects input from APCO’s teams located around the world. It distils a host of interconnected events and trends into insights to inform operational and strategic decisions. Issues covered in this edition include:
Taurus Zodiac Sign: Unveiling the Traits, Dates, and Horoscope Insights of th...my Pandit
Dive into the steadfast world of the Taurus Zodiac Sign. Discover the grounded, stable, and logical nature of Taurus individuals, and explore their key personality traits, important dates, and horoscope insights. Learn how the determination and patience of the Taurus sign make them the rock-steady achievers and anchors of the zodiac.
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The Genesis of BriansClub.cm Famous Dark WEb PlatformSabaaSudozai
BriansClub.cm, a famous platform on the dark web, has become one of the most infamous carding marketplaces, specializing in the sale of stolen credit card data.
Storytelling is an incredibly valuable tool to share data and information. To get the most impact from stories there are a number of key ingredients. These are based on science and human nature. Using these elements in a story you can deliver information impactfully, ensure action and drive change.
Navigating the world of forex trading can be challenging, especially for beginners. To help you make an informed decision, we have comprehensively compared the best forex brokers in India for 2024. This article, reviewed by Top Forex Brokers Review, will cover featured award winners, the best forex brokers, featured offers, the best copy trading platforms, the best forex brokers for beginners, the best MetaTrader brokers, and recently updated reviews. We will focus on FP Markets, Black Bull, EightCap, IC Markets, and Octa.
Zodiac Signs and Food Preferences_ What Your Sign Says About Your Tastemy Pandit
Know what your zodiac sign says about your taste in food! Explore how the 12 zodiac signs influence your culinary preferences with insights from MyPandit. Dive into astrology and flavors!
3. Private and confidential
I’m Adam
● 18 months client side - PPC, SEO,
Web Dev
● Joined Impression in summer 2017
● Strategy and planning across all
areas of digital marketing.
3
4. Private & Confidential ‹#›
https://www.ons.gov.uk
The obvious stuff
NOV
2006
SEP
2007
JUL
2008
MAY
2009
MAR
2010
JAN
2011
NOV
2011
SEP
2012
JUL
2013
MAY
2014
MAR
2015
JAN
2016
NOV
2016
SEP
2017
JUL
2018
FEB
2019
0%
5%
10%
15%
20%
25%
Internet sales as a percentage of total retail sales (ratio) (%)
5. Private & Confidential ‹#›
2014
0
200
400
600
800
2015 2016 2017
SalesinbillionGBP
Wholesale
Manufacturing
Transport and storage
Information and Communication
Other services
Retail
Utilities
Accommodation & food services
Construction
E-commerce sales distributed by industry sector in the United
Kingdom (UK) from 2014 to 2017
https://www.ons.gov.uk via Statista
6. Private & Confidential ‹#›
https://www.telegraph.co.uk/business/tips-for-the-future/future-of-retail/
https://www2.deloitte.com/uk/en/pages/consumer-business/articles/retail-trends.html#
The High Street
● Big name closures
● Global competitors
● Business rates
● Consumer spending
● Consumer confidence
● But can the digital and physical
work together?
7. Private & Confidential ‹#›
● Direct to Consumer brands
● Image Search
● Personalisation
The real threats, trends and opportunities
● In-channel Shopping/Social Commerce
● Truly Mobile-First
● International eCommerce
9. Private and confidential 9
Image Search
● It’s time to think about image search.
● Google lens and e-commerce implications.
● Think of image search as a channel
15. hello@impression.co.uk
- Search marketing since 2010
- Joined Impression in 2014
- Agency and in-house experience
- Specialises in Technical SEO & SEO Strategy
- Award nominated SEO campaigns
I’m Edd
SEO Strategist
16. @impressiontalk
What are we seeing?
1. Mobile first index
2. Performance focused websites
3. Crawl optimisation
4. The rise of javascript
@impressiontalk
28. @impressiontalk
Page speed improvements
@impressiontalk
1. Implement caching to reduce the size of requests.
1. Organise your code (CSS & Javascript) so it can be
loaded separately and in the order of highest to lowest
priority.
1. Image compression - TinyPNG
29. @impressiontalk
Page speed improvements
@impressiontalk
4. Utilise a CDN (Content Delivery Network) stores image files
on different servers around the world.
5. Remove any code or lines that don’t contribute to the page,
such as old legacy code, whitespace and comments -
HTMLminify, CSSNano and UglifyJS
6. Lazy loading - loading of non-critical, below the fold images,
which will only be loaded when needed by the user.
37. @impressiontalk
Areas to focus
@impressiontalk
1. Crawler restrictions (robots.txt commands and no-follow
link attributes)
2. No-index low value pages
3. Focus your internal links on primary pages and restrict
Googlebot when required
46. @impressiontalk
hello@impression.co.uk
Crawling HTML
1. Googlebot downloads an HTML
1. Googlebot extracts the links from the source code
1. Googlebot downloads the CSS Files
1. Googlebot sends all the downloaded resources to the
indexer
1. The indexer then indexes the page
47. @impressiontalk
hello@impression.co.uk
Crawling JS vs HTML
1. Googlebot downloads the HTML
1. Googlebot downloads the CSS and Javascript.
1. Googlebot uses their Web Rendering Service to parse, compile and
execute Javascript code.
1. The WRS fetches data from external APIs
1. The Indexer can now index the content
1. Google can discover new links and add it to Googlebot’s crawling
queue
51. @impressiontalk
One of the UK’s largest online
tool suppliers were just seeing
a quarter of their 200,000
pages being indexed by
Google
@impressiontalk
64. Private and confidential
I’m Liam
● 5 Years (!) at Impression & Head of
PPC
● Speaker at SMX, HeroConf, AdWorld
and Twitter (@Digital_Liam)
● Hobbies; music, running a marathon
next week & founding member of the
British Horological Institute
64
73. Private and confidential 73
Who is feed
optimisation
for?
The
Platform
The
Consumer
The
Advertiser
74. Private and confidential
Feed optimisation types
74
Functional Useful Contextual
The
Platform
The
Consumer
The
Advertiser
SERP
performance
Commercial
performance
Profit
Who is it for?
Focus metrics
75. Private and confidential 75
Functional
Use product data in order to
comply with a platform’s requirements
76. Private and confidential
Feed optimisation | Functional
76
Required Attributes
Google Product Data Specification
Most common
Title & Description
ID / MPN / SKU / GTIN
Link & Image_Link(s)
Price & Sale Price
Availability
77. Private and confidential
Feed optimisation | Functional
77
Recommended Attributes
Often specific to product category
Most common
Adult / Gender
Multipack / Bundle
Age Group
Colour / Material / Pattern / Size
78. Private and confidential 78
Useful
Craft product data in order to
better match user searches and browsing
81. Private and confidential
Feed optimisation | Useful
81
Product titles in particular are shown
to have the biggest impact on visibility
More value is attributed towards the
earlier part of the title, so front-load the
most important information.
82. Private and confidential
Feed optimisation | Useful
82
the higher the click-through rate,
the greater reach your product will get
Title Optimisation
> Better for users (Better queries)
> Better for advertisers (More relevant traffic)
83. Private and confidential
Feed optimisation | Useful
83
Website bias
Titles making sense on site
does not mean that titles are
useful for searchers
On site Shopping results
85. Private and confidential
Feed optimisation | Useful
85
Do Not Keyword Stuff
If you include your target keywords multiple times within your
product title, your product will see fewer impressions.
Rolex 18k Watch - Gold Rolex Timepiece
86. Private and confidential
How to write product titles for your Shopping Feeds
1. Use your existing product attributes in a sensible way
{Brand} {Model} {Product Type} -
{Colour}
1. Speak the language of your customers
- What are your customers searching for?
1. TEST.
Feed optimisation | Useful
86
87. Private and confidential 87
KW Planner
Search Query
Reports
Site Search
Competitor
PLAs
Reviews
“Answer the
Public”
How do I find the
language of my customers?
96. Private and confidential
Feed optimisation | Useful
96
Removed unnecessary
information + Added additional
size / pattern information
Adjusted language for
key product ranges
based on SQR
98. Private and confidential 98
Contextual
Use extra-campaign data in order to
influence advertising decisions
99. Private and confidential
Feed optimisation | Contextual
99
Bid strategies that don’t use context are inherently flawed.
Why? Unless you do, making decisions based only on campaign data.
Performance data
is reacted to with
bidding
Products
gather
data
Products are
submitted to
Feed
100. Private and confidential 100
PricingMargin
Best Sellers
Elsewhere
What do you know
about your products
that Google does not?
101. Private and confidential
Feed optimisation | Contextual
101
Custom Labels
● For the advertiser - can be whatever
you'd like
● 5 slots available (CL0 to CL4)
● Limit of 1,000 unique values (you
shouldn't need more than this!)
103. Private and confidential
Feed optimisation | Contextual
103
Better product data
- Margin
- Value AFTER Margin
Use boundaries rather than actual %
value (limit on # Custom Labels)
105. Private and confidential
Feed optimisation | Contextual
105
In future, new products
that share these groups
are given more
informed starting bid
Contextual feeds help us to make better bidding decisions
(script / automated rules / smart bidding / manual)
Products
are
submitted
to Feed
Bidding is
informed
from Day 1
Products are
grouped by
contextual
information
Initial bid is
set based on
business context
107. Private and confidential
Feed optimisation | Contextual
107
Calculated data sources | Coverage (Size)
- What size is the user looking for?
108. Private and confidential
Feed optimisation | Contextual
108
Calculated data sources | Coverage (Size)
Anticipate conversion rates!
109. Private and confidential
Feed optimisation | Contextual
109
Calculated data sources | Coverage (Model)
What % of the full range of this brands products do we have on site?
Eg. “Less than 20” = We stock less than 20% of this brand’s products
110. Private and confidential
Feed Optimisation | Key Takeaways
110
Your campaign will only be as strong as your feed.
● FUNCTIONAL - give Google the best data you can (+ more)
● USEFUL - test your product titles for reach and engagement,
allowing you to reach more users for a lower CPC
● CONTEXTUAL - provide bidding signals within platform in order to
maximise ROAS
115. Private and confidential
7%
CONV. RATE
115
Unlike Search, you can’t choose a bid for
different queries
black trainers
nike air max sequent 2
0.5%
CONV. RATE
£150.00
COST PER SALE
X =
£0.75
COST-PER-CLICK
£10.71
COST PER SALE
X =HIGH-INTENT QUERY
GENERIC QUERY›
£0.75
COST-PER-CLICK
£0.75
COST-PER-CLICK
116. Private and confidential 116
Query sculpting
CAMPAIGN PRIORITY SETTING NEGATIVE KEYWORDS EXAMPLE QUERY
Generic High +nike “trainers”
Brand Low - “nike trainers”
117. Private and confidential 117
Query sculpting
CAMPAIGN PRIORITY SETTING NEGATIVE KEYWORDS EXAMPLE QUERY
Generic High +nike “trainers”
Brand Med +rosche “nike trainers”
Brand + Model Low - “nike rosche trainers”
118. Private and confidential 118
Query sculpting
7%
CONV. RATE
black trainers
nike air max sequent 2
0.5%
CONV. RATE
£30.00
COST PER SALE
X =
£0.75
COST-PER-CLICK
£10.71
COST PER SALE
X =HIGH-INTENT QUERY
GENERIC QUERY›
£0.15
COST-PER-CLICK
£0.75
COST-PER-CLICK
119. Private and confidential
Bid more aggressively for high
ROAS queries, without entering
broad low-performance queries
119
120. Private and confidential 120
Non-brand sculpting
CAMPAIGN PRIORITY SETTING NEGATIVE KEYWORDS EXAMPLE QUERY
Generic High
{all 2-word+ queries
with a ROAS 700%+}
-
High
Performers
Low - {high converters}
124. Private and confidential 124
Query-intent spectrum*
Assist Rate
(Assisted Transactions / Last Click Transactions)
Predicted
Last Click
ROAS
Rolex
Submariner
Silver 116610
gifts for men
mens luxury watch
luxury mens steel
watch
Low
Low High
Father’s
Day
High
*We’ll need another 2 hours to go
through attribution
125. Private and confidential
Query Control | Key Takeaways
125
Shopping campaigns, by design, are more expensive to scale - query
sculpting can help combat this.
● Separate queries by expected conversion rate
● More granular sculpting =/= a more successful campaign
● There is no such thing as a bad search query - just terms that
should be treated differently
126. Private and confidential
Query Control | Key Takeaways
126
Shopping campaigns, by design, are more expensive to scale - query
sculpting can help combat this.
● Separate queries by expected conversion rate
● More granular sculpting =/= a more successful campaign
● There is no such thing as a bad search query - just terms that
should be treated differently
128. Private and confidential
Bonus | Promotions (Please Be Human)
128
Discounts for…
NO REASON
10% Off For Mother's Day
10% Off For The Queen’s
Birthday
20% Off Because It’s Raining
136. Private and confidential
I’m Laura
● 4 years+ at Impression, 10 years in the
industry, Head of Marketing & PR
● Speaker at Brighton SEO, SMX London,
STAT City Crawl and on Twitter
@lauralhampton
● In my spare time, I represent team GB in
skydiving and recently won the British
Indoor Skydiving Championships
136
138. @impressiontalk@impressiontalk 138
● A friend of a friend is travelling in
Edinburgh for business
● He goes to a local bar for a drink
after his meeting and meets a
beautiful woman
● She offers to buy him a drink and,
flattered, he accepts
● He takes a sip. That’s the last thing
he remembers.
139. @impressiontalk@impressiontalk 139
● He wakes up in a hotel
room, in a bathtub, his
body submerged in ice
● He looks around frantically,
then spots a note: “Don’t
move, call 999”
● He does so. The operator
seems oddly familiar with
his situation
140. @impressiontalk@impressiontalk 140
● “Sir, I want you to reach behind you, slowly
and carefully. Is there a tube protruding
from your back?”
● Anxiously, he felt around behind him.
There was a tube sticking out of his lower
back
● “Sir, don’t panic, but one of your kidneys
has been harvested. There’s a ring of
organ thieves operating in the city and
they got you. Don’t move. Paramedics are
on their way.”
147. @impressiontalk@impressiontalk 147
“Buy G cup bra”
“Best brands for larger
bra sizes”
“Which bra type is best
for bigger boobs?”
“What are the
consequences of
wearing the wrong size
bra?”
170. @impressiontalk@impressiontalk
1. Create compelling content,
consider user journey
2. Promote via all channels,
including paid and PR
3. Collect audience data through
GA
4. Structure your remarketing
messages according to funnel
point
5. Nurture leads to conversion
173. @impressiontalk@impressiontalk 173
A true omni-channel approach
isn’t just about attribution...
It’s about using all of our channels, in
conjunction, to tell cohesive stories.
176. @impressiontalk@impressiontalk
Takeaways.
1. Know what stories influence your customers
2. Find the best way to tell that story for your brand
3. Consider the full digital PR spectrum
4. Tie your PR aspirations in with your SEO, PPC… goals
5. Yes, we want to make money. But savvy marketers fill
their funnel from the top.
The obvious stuff
You don’t need me to tell you that online shopping is more popular now than it was 10 years ago. That’s why you’re here and thats why we’re here. Consumers have mpre access to more choices and are more aware than ever of how to access the channels that they need to and the channels that we all, as online businesses, focus on.
This data from the ONS maps the share of “internat sales” as a percentage of total retail sales in the UK. A couple of quick interesting points from this one - you can see when black friday begins to kick in with those spikes from 2015 onwards, which is pretty cool, but more importantly, whilst the growth of the share is strong, it still only accounts for 22% of total retail sales in the UK. In a couple of slides time we’ll break this down but sector to show that there is still an opportunity to be had at...
When you break down that data by sector it gets a little more useful. For us, as an agency that works accross different sectors, its good to see a good split of revenue accross sectors. For you guys as ecomm specialists, this is a positive graph in itself. Granted, it is old data - the ONS hold this stuff back for around 18 months, we’re due the 2018 update soon - but it shows that retail is around 10%-12% of total online spend, suggesting again that whilst the industry has grown strongly over the past 10 years, there is stillc ertainly mroe to go at.
Now, on the flip side, strong online growth is mirrored against a backdrop of poor high street performance.
We have seen big name closures regularly, and 2018 saw a 38% increase in nett closures. Business rates are tightening the purse strings and, in towns particularly, out of town retial parks are drawing life out of the high street.
I’m not going to dwell on this any longer, apart from posing the question of how digital and physical can work together. We are seeing examples of online first business opening physical stores, and some brand are becoming aware of the joined up force of physical and digtial positively affecting their conversion rates.
January sales in 2018 showed the weakest growth since 2013, and one in three consumers in a recent NatWest and Retail Economics report said their main concern about Brexit was a fear of rising shop prices. (7,500 net store closures in 2018, a 36% increase on 2017).
Amazon is now Britain’s fifth biggest retailer, according to analyst GlobalData, accounting for £4 in every £100 spent in retail in the UK. What can other online retailers do to compete?
High street retailers say business rates put them at a disadvantage. Rates are now pegged to the lower Consumer Price Index (CPI) measure of inflation from April 2018, rather than the Retail Price Index (RPI) measure.
In reality, I haven’t told you too much that you didn’t already know in those first few slides. It's good of course to understand the macro environment in which you’re operating, but when it comes to e-commerce, it is about constant innovation. The gains are to be made in doing something differently (and better) than your competitors. So with the little time I’ve got left, I’m going to touch on some of the cutting edge things people are doing out there to gain that competitive advantage.
The first of thoes, and the one that interests me the most is the growth of Direct to Consumer brands. These brands are able to reduce costs like comission and retialer markup, whilst simulatenaously building business models that encourage repeat custom and grow extrememly dedicated brand advocates because of their ability to cut through the noise and profle their customers in a lot of detail, given the limited product ranges that they have.
We have some brands and some retailers here today, What I’m not saying is that the brands should stop partnerships with their retailers, or that retailers should be terrified of brands doing that, but I think there is a lot to learn by the way brands like these engage with the customers of a much much deeper level than just a need pay off.
Next we have a much more digital focused topic -
Google are talking about image search a lot this year. Without saying anything concrete, they are suggesting that we stop thinking of image search as the place you go to find pictures for your slide deck, and think of it as another channel for users to find out sites. Image search is going to get smarter and more useful, with searches possibly using it for inspiration, almost in a pinterest-style way. This is reflected in Google Lens and other intellignet camera apps. These apps are able to detect items within their view and carry out a search for similiar apps. Imagine someone seeing a pair of shoes that they like the look of. Instead of finding out what they are called, and then searching that name, they simply hover their camera over the shoes and their phone brings up a bunch of similar images. If you have correctly optimised your imagery, that could be your shoes the user sees and your website that they end up on.
Personalisation is a term that gets banded about often as a hollow phrase. However, modern consumers do expect you to know more about what they want and tailor their experience accordingly. There are different levels of personalisation for sure and it doesn’t suit every brand to go the whole hog, but subtle things that at least make the user think this is a personalised experience will help improve customer affiliation and more importnantly conversion rates. This can be anything from dynamic remarketing dependent on product or category views right through to progressive web apps and JS frameworks. One particularly interesting,if slightly black hat example of personalisation is one of a platform testing generic abandon cart messaging vs “personalised” ones. COMEBACK10 vs NDGTU-332. Conversion rates were higher for the personalised code...
A big announcement earlier this year came from Facebook as they unveiled their in app purchasing capabilty. Social networks have been trying to crack this for a while, and if anyone will, it will be instagram. This is a clear opportunity for retailers, particularly for lower ticket, lower consideration purchases, to capitalise on those moments of interest, but it also raises challenges - if a user never leaves the app to buy from you, then they are getting less exposure to your brand. If this is a feature you seek to take advantage of, you need to think about how you manage to generate the brand awareness through other ways - such as your packaging and presentation of the product when it arrives.
The extremely exciting market in which you all opetrate is full of opportunities. Hopefully what I’ve done is raised way more questions than I’ve answered. As I said, success here comes from doing things that competitors aren’t and giving your customers a better experience in some way. Its now time to hand over to my collauges for a lot more detail on a few different ways you can do that
Thanks