Technology is changing at an incredible pace, which makes it challenging to stay on top of the latest trends. New technology is constantly changing the way we interact with the world, and consequently, how businesses should effectively market to their audience. Also, probably not helped by our own ineptitude, in the keeping up to date stakes.Let’s face it, digital marketers are up there with social workers, traffic wardens and lawyers in the popularity game these days. Remember geek chic? Wasn’t that grand? The big question is, can we recover our “cool career” reputation or are we so thoroughly fenced in by “techies to the left of me, jokers to the right” and the long arm of the law on our backs.This talk will explore three key themes that are/or will change our world and what marketers need to know about them, if we are once again – to make friends and not alienate people.
The document discusses custom dimensions and metrics in Google Analytics. It provides examples of how to plan and configure custom dimensions and metrics for different use cases like ecommerce, SaaS, content, and lead generation. It also discusses how to document the planning process, define the scope of custom dimensions and metrics, collect and process the data, and build reports. Real-life examples are presented for using custom dimensions to understand content performance, integrate variable testing platforms with GA, analyze donation payments, and correlate author and content scores.
I’m going to bet that you, your boss, or your clients are looking at Google Analytics and making decisions about where to invest money, what strategy to push, which tactics are working, who gets a raise, and who gets the sack.
However, if the data inside that GA report is a little grubby, inaccurate, or lying to you, then you are making bad choices before you have even finished your morning coffee.In this talk I will share these mistakes, and what to do to fix them, including themes like:
*How GA accounts are structured and what options you should be looking at for your sites
*What toggles and settings do you need to care about, and the impact that has on your data
*What you can do with the right Event Tracking (spoiler: loads of cool stuff!)
*Making the most out of advanced features such as Custom Dimensions and Data Import
Jill did a talk at Measurefest Sept 2018 on Custom Dimensions in Google Analytics.
If you imagine that your Google Analytics set up is like a standard room. Everybody gets the same tables and chairs and light fittings and lamps, but what if you wanted to bring in your own sofa, or painting, or a life size cutout of Tom Hardy? (*asking for a friend)
Your analytics setup should reflect your business, which is unique, and so the insights you want to get out of it, are also unique. Problem is, with a default set of Metrics and Dimensions you may not get the oomph you want from your GA setup.
That’s where Custom Dimensions and Metrics come in, they are the missing piece to your GA jigsaw.
In this talk, Jill shared her stories and use case studies across different business models, so that you can understand just what *is* possible in Google Analytics.
Events and Goals in Google Analytics: SEMrush Webinar | Coloring in Department The Coloring In Department
This document discusses setting up goals and events in Google Analytics to better understand user behavior on websites. It explains how to categorize events, actions, and labels to track specific interactions like playing videos, scrolling to different page percentages, or submitting forms. It also discusses setting up goals based on user journeys through "teaser," "investment," "meaningful," "engaged," and "retention" stages. Mapping business goals to funnels can provide insight on user acquisition and the role of different channels. Templates and slides for setting up goals and events are available at the provided URL.
As Google works to enhance the SERPs with an endless onslaught of new features, the branded SERP has quickly evolved into an interactive first impression of your company. Learn how to optimize your branded SERP and leverage the latest search features to attract and engage search users from the first point of contact.
How To Successfully Undertake Site Migrations - Search London 2017Chloe Bodard
From the initial full site audit to new site suggestions and migration technical guidelines to staging site crawls, error fixes and post go live technical checks, this presentation covers all essential parts of site migrations, providing you with practical advice, checklists and recommendations to ensure migrations are synonymous with increased visibility.
ioGrow is a CRM platform that integrates with Google and LinkedIn to help startups and small businesses grow. It allows users to import leads from Gmail and LinkedIn, automatically syncing contacts and calendars with Google. The platform aims to provide a familiar Google-like interface for organizing sales processes, contacts, and growing business through effective customer relationship management.
The document discusses custom dimensions and metrics in Google Analytics. It provides examples of how to plan and configure custom dimensions and metrics for different use cases like ecommerce, SaaS, content, and lead generation. It also discusses how to document the planning process, define the scope of custom dimensions and metrics, collect and process the data, and build reports. Real-life examples are presented for using custom dimensions to understand content performance, integrate variable testing platforms with GA, analyze donation payments, and correlate author and content scores.
I’m going to bet that you, your boss, or your clients are looking at Google Analytics and making decisions about where to invest money, what strategy to push, which tactics are working, who gets a raise, and who gets the sack.
However, if the data inside that GA report is a little grubby, inaccurate, or lying to you, then you are making bad choices before you have even finished your morning coffee.In this talk I will share these mistakes, and what to do to fix them, including themes like:
*How GA accounts are structured and what options you should be looking at for your sites
*What toggles and settings do you need to care about, and the impact that has on your data
*What you can do with the right Event Tracking (spoiler: loads of cool stuff!)
*Making the most out of advanced features such as Custom Dimensions and Data Import
Jill did a talk at Measurefest Sept 2018 on Custom Dimensions in Google Analytics.
If you imagine that your Google Analytics set up is like a standard room. Everybody gets the same tables and chairs and light fittings and lamps, but what if you wanted to bring in your own sofa, or painting, or a life size cutout of Tom Hardy? (*asking for a friend)
Your analytics setup should reflect your business, which is unique, and so the insights you want to get out of it, are also unique. Problem is, with a default set of Metrics and Dimensions you may not get the oomph you want from your GA setup.
That’s where Custom Dimensions and Metrics come in, they are the missing piece to your GA jigsaw.
In this talk, Jill shared her stories and use case studies across different business models, so that you can understand just what *is* possible in Google Analytics.
Events and Goals in Google Analytics: SEMrush Webinar | Coloring in Department The Coloring In Department
This document discusses setting up goals and events in Google Analytics to better understand user behavior on websites. It explains how to categorize events, actions, and labels to track specific interactions like playing videos, scrolling to different page percentages, or submitting forms. It also discusses setting up goals based on user journeys through "teaser," "investment," "meaningful," "engaged," and "retention" stages. Mapping business goals to funnels can provide insight on user acquisition and the role of different channels. Templates and slides for setting up goals and events are available at the provided URL.
As Google works to enhance the SERPs with an endless onslaught of new features, the branded SERP has quickly evolved into an interactive first impression of your company. Learn how to optimize your branded SERP and leverage the latest search features to attract and engage search users from the first point of contact.
How To Successfully Undertake Site Migrations - Search London 2017Chloe Bodard
From the initial full site audit to new site suggestions and migration technical guidelines to staging site crawls, error fixes and post go live technical checks, this presentation covers all essential parts of site migrations, providing you with practical advice, checklists and recommendations to ensure migrations are synonymous with increased visibility.
ioGrow is a CRM platform that integrates with Google and LinkedIn to help startups and small businesses grow. It allows users to import leads from Gmail and LinkedIn, automatically syncing contacts and calendars with Google. The platform aims to provide a familiar Google-like interface for organizing sales processes, contacts, and growing business through effective customer relationship management.
ioGrow is a platform that provides growth hacking tools and features to help startups and small companies grow their business and get a massive customer base. It offers tools for search engine optimization, A/B testing, content creation, social media monitoring and engagement, CRM automation, identifying and engaging influencers, and integrations with Gmail and LinkedIn to import contacts. The platform aims to help companies succeed through non-traditional growth strategies like the ones that helped Dropbox grow from 100,000 to 4 million users in 15 months.
Andrew Shotland presents some ideas about how Google's concept of E-A-T may apply to local business' SEO programs. He also shows some concepts about how to do multi-location SEO strategy at scale
Top Google Analytics Customisations - Brighton SEO April 2018Anna Lewis
Top Google Analytics Customisations showcased, including Custom Dimensions, Event tracking, basic introduction to Google Tag Manager, Data Studio and core tips.
Growth engineering 101: Google Analytics EssentialsSmashing Boxes
This document provides an overview of setting up Google Analytics (GA) for data collection and insights. It discusses the different GA reports that compile data on audiences, behaviors, acquisitions and real-time activity. Tips are provided on account setup, installing the tracking code, creating filtered and test views, filtering out the owner's IP address, and setting up site search tracking. The goal is to understand website users and how to use GA to grow the business.
Information Architecture for SEOs - Matching intent to pages & internal linki...Dominic Woodman
Links are part of the puzzle, but if your site makes no sense and doesn’t do a good job of matching up intents to templates and pages, all the links in the world aren’t going to help. I want to take people through the process of matching intents to templates first.
Don't worry we'll still get to links, but we'll start with the more under-used part.
The process is roughly: building your keyword area, gathering all the SERP data, grouping those keywords into intents, analysing those the SERP groupings for those keywords, turning the output into page and keyword targeting and then evaluating how the process went, because crucially this is a process. You probably won’t nail it first time.
For the links part we'll evaluate 5 main principles for building an information architecture.
- Aim for a shallow pyramid
- Don't have dead end pages
- Use anchor text
- Link topics together
- Don't link to non-indexable URLs
How to Extend Your Client's Ad Reach - Brighton seo april2018_finalRyan Bertollini
This document summarizes trials conducted to reduce average cost per click (CPC) for pay-per-click (PPC) campaigns by improving ad and landing page quality through combined search engine optimization (SEO) and PPC strategies. The trials involved adding target keywords from ad groups and ads to landing page meta descriptions and body text. This led to an 89% reduction in CPC, 65% improvement in quality score, and 40% improvement in landing page experience across various vehicle search result and career page URLs. Ongoing trials aim to find more opportunities to lower CPC through combined SEO/PPC optimizations.
Presentation slides from the Women in Tech SEO / ReadingSEO Mash up Event in Reading, 14th November 2019. Covering seasonal SEO and how to manage your pages for the best wins.
SEO News from Feb 2015 by Saijo GeorgeSaijo George
The document reports on various SEO and advertising news from February 2015 as tweeted by Saijo George, an internet marketer. It includes updates to Google features like Google Now Cards and Knowledge Graph entries, as well as algorithmic changes and mobile usability becoming a ranking factor. Advertising updates cover AdWords tracking URLs, AdSense data, and new ad formats on Facebook, Twitter, and other platforms. Throughout, Saijo George provides his Twitter handle and website for reference.
SearchLeeds 2019 - Jen Hoffman - DeepCrawl - The business value of technical SEOSearchLeeds
Jen Hoffman's SearchLeeds talk ran through the business value of SEO. Jen explains how SEOs tend to have trouble showing the value of their work internally to stakeholders & decision makers. To overcome this we must explain we need to become customer obsessed, report on business impact metrics and make friends with your Devs.
SEO predavanje sa ekonomskog fakulteta u OsijekuToni Aničić
Toni Anicic's presentation form EFOS about SEO.
Prezentacija Tonije Anicica sa ekonomskog fakulteta o SEO-u (search engine optimization, optimizacija za tražilice).
Onsite & offsite SEO.
Google Quality Guidelines.
Whitehat, grayhat and blackhat SEO.
Magento Imagine eCommerce Conference:5 Way to Supercharge your Magento Enterp...varien
The document outlines 6 ways to supercharge a Magento e-commerce site: 1) focus on key metrics like search conversions and average order value, 2) optimize the site search, 3) improve SEO by checking product descriptions and site structure, 4) improve site speed by reducing code/files and using a CDN, 5) test checkout optimizations, and 6) use helpful extensions. The CEO of Groove Commerce, who has over a decade of e-commerce experience, gives the presentation.
Google Analytics 101 provides an overview of web analytics and how to use Google Analytics. It discusses the difference between web metrics and web analytics, how Google Analytics works and its key features. It also covers setting up an account, activating tracking, and navigating the reporting interface to analyze metrics and optimize a website. The webinar demonstrates how to implement tracking code and shows examples of reports.
How to Win SEO in Complex Web Migrations Scenarios #YoastConAleyda Solís
In this presentation Aleyda goes through actionable steps to follow to effectively migrate your Websites without losing rankings and traffic and take the opportunity to grow it.
The document provides step-by-step instructions for setting up Google Analytics and Google AdWords accounts. It explains that Google Analytics generates detailed website traffic statistics and measures conversions, while Google AdWords allows creating and managing online advertising campaigns. The summary outlines the key steps for creating accounts, linking websites, tracking users, and configuring analytics and advertising settings.
Christoph Cemper - Advanced Link Audit & Google UpdatesWebrazzi
This document discusses search engine optimization (SEO) and recovering from Google algorithm updates like Penguin that aim to combat spammy links. It introduces Christoph Cemper, founder of LinkResearchTools, which offers SEO tools to help with link audits, penalty recovery, and protection against future updates. The document emphasizes that SEO requires ongoing work like regular link audits, disavowing risky links, and adding new content to stay relevant and protected from algorithms. It also warns against risky linking practices like buying or exchanging links that could appear unnatural or spammy.
Everyone has a different perception of paid media, and even more so of it’s bigger, scarier, better sibling, programmatic marketing. We are all guilty of occasionally doing marketing 1.0 in a 3.0 world, a little bit like sticking a five year old in a Ferrari.
We need to be smarter than that, because if we are not careful we’ll be using new technology in old ways. I hate the word integration, and just because the whole team is using the stack, doesn’t mean they are working together. Brand messaging is one size, repetitive and stuck at the top of the funnel. Performance messaging is locked into an eternal spiral of “buy now” and “join us” garbage. Basically everybody is not at their best. This talk explores how the factors of programmable advertising (automation, data, integration & scale) come together, and hopefully don’t blow your brand and budget to pieces. Maybe, you’ll even start to move past simple planning, linear leveraging of the buying technology and start serving the right messages, in the right way, to the right people.
Maybe.
Tracking your campaigns and inbound traffic is not just a nice to have, it’s a need to survive! You need to know what’s working, what’s bombing, and use data from your analytics to justify your budget and resources, so that you can keep doing super smashing marketing wizardry.
What if I were to tell you that you may be doing your tracking all wrong? That the data you have in Google Analytics might not be quite as good as you think. That there’s more you can do to understand your marketing acquisition? The big question – do you want turn that acquisition resource and budget line into profitable customer interactions for your business?
Google Analytics is a blessing (it’s super powerful and FREE!) but there are also gaping holes in here (because you don’t know what you don’t know). This talk will help you get clarity on acquisition efforts.
In today’s multiple-channels-to-market-your-business-world you will find that no marketing channel or skill “stands alone”. They all merge and bend into each other somehow. Marketing aims to create value for a business and drive profitable customer interactions, and UX aims to improve the quality of a user’s experience with your brand’s offering. Marketers may be surprised to see how UX can impact and improve their channel marketing and as for the UXers, you have more skills to offer outside development and product tasks. In this talk, Jill Quick will share how she thinks UX and Marketing are a super love match and will share how she has used UX techniques to improve SEO, Copy and Reporting. You should definitely swipe right!
Think of Google Analytics as a bunch of instruments. Sometimes you try and orchestrate something and it sounds, well, awful. Get it right on the other hand, and it will help you play a song that gets everyone moving, and gets you a record deal - ‘oh, hi marketing budget!’
So, how do you use Google Analytics to pump out the best tracks and avoid the one-hit wonders?
This talk is a mixed tape of Google Analytics songs, that shows you how to report on content across the customer journey, as well as making sure your content impact, and you, get the credit that’s deserved.
Delivered for Learn Inbound Conference, Dublin, Friday 16th August 2019
segment the data, you will never find the good, the bad, or the wonderful. Plus, we all know that your customers take different journeys on your awesome website, so you want to know how your marketing channels perform, and how to find your best customers, as well as how to enhance channels and help customers that are struggling.
Segments can be super sweet and juicy, but there are a few pips that you’ll want to avoid, the kind of pips that get lodge in your reporting throat and choke you on your own “insights.”
You want to use Google Analytics to find answers to your question like an easy-peel clementine, so let’s dive into what you can do with these little gems.
Using Google Analytics to measure your marketing across the customer journey. The Coloring In Department
Right, as marketing folk we -know- that our customers take their own unique journey, and their intent at each stage with our brand will change -only- when they are ready to move to the next stage in the relationship.
The problem is that reporting and ROI for our marketing skews to the last channel, campaign or page that scored the goal getting all the credit. See every high school drama, ever made.
“Hi there quarterback *waves*”
Imagine though, being able to show the person who signs the cheque - aka your budget, your agency, your job, the impact of the work -you- are doing, wouldn’t that be dandy?
Those featured snippets you’re ranking #1 for which satisfy the pain aware stage, how do you keep that work going with budget when you can’t prove the value? Or the blog posts that do a great job in getting links, but not driving cash money. Or pretty much anything, ever.
This talk dives into how you can use Google Analytics (GA) to measure your users intent and the effectiveness of your campaigns at each stage of the journey, as well as highlighting some freaky little quirks within GA that may have cost you dearly.
It’s not too late, dear reader.
ioGrow is a platform that provides growth hacking tools and features to help startups and small companies grow their business and get a massive customer base. It offers tools for search engine optimization, A/B testing, content creation, social media monitoring and engagement, CRM automation, identifying and engaging influencers, and integrations with Gmail and LinkedIn to import contacts. The platform aims to help companies succeed through non-traditional growth strategies like the ones that helped Dropbox grow from 100,000 to 4 million users in 15 months.
Andrew Shotland presents some ideas about how Google's concept of E-A-T may apply to local business' SEO programs. He also shows some concepts about how to do multi-location SEO strategy at scale
Top Google Analytics Customisations - Brighton SEO April 2018Anna Lewis
Top Google Analytics Customisations showcased, including Custom Dimensions, Event tracking, basic introduction to Google Tag Manager, Data Studio and core tips.
Growth engineering 101: Google Analytics EssentialsSmashing Boxes
This document provides an overview of setting up Google Analytics (GA) for data collection and insights. It discusses the different GA reports that compile data on audiences, behaviors, acquisitions and real-time activity. Tips are provided on account setup, installing the tracking code, creating filtered and test views, filtering out the owner's IP address, and setting up site search tracking. The goal is to understand website users and how to use GA to grow the business.
Information Architecture for SEOs - Matching intent to pages & internal linki...Dominic Woodman
Links are part of the puzzle, but if your site makes no sense and doesn’t do a good job of matching up intents to templates and pages, all the links in the world aren’t going to help. I want to take people through the process of matching intents to templates first.
Don't worry we'll still get to links, but we'll start with the more under-used part.
The process is roughly: building your keyword area, gathering all the SERP data, grouping those keywords into intents, analysing those the SERP groupings for those keywords, turning the output into page and keyword targeting and then evaluating how the process went, because crucially this is a process. You probably won’t nail it first time.
For the links part we'll evaluate 5 main principles for building an information architecture.
- Aim for a shallow pyramid
- Don't have dead end pages
- Use anchor text
- Link topics together
- Don't link to non-indexable URLs
How to Extend Your Client's Ad Reach - Brighton seo april2018_finalRyan Bertollini
This document summarizes trials conducted to reduce average cost per click (CPC) for pay-per-click (PPC) campaigns by improving ad and landing page quality through combined search engine optimization (SEO) and PPC strategies. The trials involved adding target keywords from ad groups and ads to landing page meta descriptions and body text. This led to an 89% reduction in CPC, 65% improvement in quality score, and 40% improvement in landing page experience across various vehicle search result and career page URLs. Ongoing trials aim to find more opportunities to lower CPC through combined SEO/PPC optimizations.
Presentation slides from the Women in Tech SEO / ReadingSEO Mash up Event in Reading, 14th November 2019. Covering seasonal SEO and how to manage your pages for the best wins.
SEO News from Feb 2015 by Saijo GeorgeSaijo George
The document reports on various SEO and advertising news from February 2015 as tweeted by Saijo George, an internet marketer. It includes updates to Google features like Google Now Cards and Knowledge Graph entries, as well as algorithmic changes and mobile usability becoming a ranking factor. Advertising updates cover AdWords tracking URLs, AdSense data, and new ad formats on Facebook, Twitter, and other platforms. Throughout, Saijo George provides his Twitter handle and website for reference.
SearchLeeds 2019 - Jen Hoffman - DeepCrawl - The business value of technical SEOSearchLeeds
Jen Hoffman's SearchLeeds talk ran through the business value of SEO. Jen explains how SEOs tend to have trouble showing the value of their work internally to stakeholders & decision makers. To overcome this we must explain we need to become customer obsessed, report on business impact metrics and make friends with your Devs.
SEO predavanje sa ekonomskog fakulteta u OsijekuToni Aničić
Toni Anicic's presentation form EFOS about SEO.
Prezentacija Tonije Anicica sa ekonomskog fakulteta o SEO-u (search engine optimization, optimizacija za tražilice).
Onsite & offsite SEO.
Google Quality Guidelines.
Whitehat, grayhat and blackhat SEO.
Magento Imagine eCommerce Conference:5 Way to Supercharge your Magento Enterp...varien
The document outlines 6 ways to supercharge a Magento e-commerce site: 1) focus on key metrics like search conversions and average order value, 2) optimize the site search, 3) improve SEO by checking product descriptions and site structure, 4) improve site speed by reducing code/files and using a CDN, 5) test checkout optimizations, and 6) use helpful extensions. The CEO of Groove Commerce, who has over a decade of e-commerce experience, gives the presentation.
Google Analytics 101 provides an overview of web analytics and how to use Google Analytics. It discusses the difference between web metrics and web analytics, how Google Analytics works and its key features. It also covers setting up an account, activating tracking, and navigating the reporting interface to analyze metrics and optimize a website. The webinar demonstrates how to implement tracking code and shows examples of reports.
How to Win SEO in Complex Web Migrations Scenarios #YoastConAleyda Solís
In this presentation Aleyda goes through actionable steps to follow to effectively migrate your Websites without losing rankings and traffic and take the opportunity to grow it.
The document provides step-by-step instructions for setting up Google Analytics and Google AdWords accounts. It explains that Google Analytics generates detailed website traffic statistics and measures conversions, while Google AdWords allows creating and managing online advertising campaigns. The summary outlines the key steps for creating accounts, linking websites, tracking users, and configuring analytics and advertising settings.
Christoph Cemper - Advanced Link Audit & Google UpdatesWebrazzi
This document discusses search engine optimization (SEO) and recovering from Google algorithm updates like Penguin that aim to combat spammy links. It introduces Christoph Cemper, founder of LinkResearchTools, which offers SEO tools to help with link audits, penalty recovery, and protection against future updates. The document emphasizes that SEO requires ongoing work like regular link audits, disavowing risky links, and adding new content to stay relevant and protected from algorithms. It also warns against risky linking practices like buying or exchanging links that could appear unnatural or spammy.
Everyone has a different perception of paid media, and even more so of it’s bigger, scarier, better sibling, programmatic marketing. We are all guilty of occasionally doing marketing 1.0 in a 3.0 world, a little bit like sticking a five year old in a Ferrari.
We need to be smarter than that, because if we are not careful we’ll be using new technology in old ways. I hate the word integration, and just because the whole team is using the stack, doesn’t mean they are working together. Brand messaging is one size, repetitive and stuck at the top of the funnel. Performance messaging is locked into an eternal spiral of “buy now” and “join us” garbage. Basically everybody is not at their best. This talk explores how the factors of programmable advertising (automation, data, integration & scale) come together, and hopefully don’t blow your brand and budget to pieces. Maybe, you’ll even start to move past simple planning, linear leveraging of the buying technology and start serving the right messages, in the right way, to the right people.
Maybe.
Tracking your campaigns and inbound traffic is not just a nice to have, it’s a need to survive! You need to know what’s working, what’s bombing, and use data from your analytics to justify your budget and resources, so that you can keep doing super smashing marketing wizardry.
What if I were to tell you that you may be doing your tracking all wrong? That the data you have in Google Analytics might not be quite as good as you think. That there’s more you can do to understand your marketing acquisition? The big question – do you want turn that acquisition resource and budget line into profitable customer interactions for your business?
Google Analytics is a blessing (it’s super powerful and FREE!) but there are also gaping holes in here (because you don’t know what you don’t know). This talk will help you get clarity on acquisition efforts.
In today’s multiple-channels-to-market-your-business-world you will find that no marketing channel or skill “stands alone”. They all merge and bend into each other somehow. Marketing aims to create value for a business and drive profitable customer interactions, and UX aims to improve the quality of a user’s experience with your brand’s offering. Marketers may be surprised to see how UX can impact and improve their channel marketing and as for the UXers, you have more skills to offer outside development and product tasks. In this talk, Jill Quick will share how she thinks UX and Marketing are a super love match and will share how she has used UX techniques to improve SEO, Copy and Reporting. You should definitely swipe right!
Think of Google Analytics as a bunch of instruments. Sometimes you try and orchestrate something and it sounds, well, awful. Get it right on the other hand, and it will help you play a song that gets everyone moving, and gets you a record deal - ‘oh, hi marketing budget!’
So, how do you use Google Analytics to pump out the best tracks and avoid the one-hit wonders?
This talk is a mixed tape of Google Analytics songs, that shows you how to report on content across the customer journey, as well as making sure your content impact, and you, get the credit that’s deserved.
Delivered for Learn Inbound Conference, Dublin, Friday 16th August 2019
segment the data, you will never find the good, the bad, or the wonderful. Plus, we all know that your customers take different journeys on your awesome website, so you want to know how your marketing channels perform, and how to find your best customers, as well as how to enhance channels and help customers that are struggling.
Segments can be super sweet and juicy, but there are a few pips that you’ll want to avoid, the kind of pips that get lodge in your reporting throat and choke you on your own “insights.”
You want to use Google Analytics to find answers to your question like an easy-peel clementine, so let’s dive into what you can do with these little gems.
Using Google Analytics to measure your marketing across the customer journey. The Coloring In Department
Right, as marketing folk we -know- that our customers take their own unique journey, and their intent at each stage with our brand will change -only- when they are ready to move to the next stage in the relationship.
The problem is that reporting and ROI for our marketing skews to the last channel, campaign or page that scored the goal getting all the credit. See every high school drama, ever made.
“Hi there quarterback *waves*”
Imagine though, being able to show the person who signs the cheque - aka your budget, your agency, your job, the impact of the work -you- are doing, wouldn’t that be dandy?
Those featured snippets you’re ranking #1 for which satisfy the pain aware stage, how do you keep that work going with budget when you can’t prove the value? Or the blog posts that do a great job in getting links, but not driving cash money. Or pretty much anything, ever.
This talk dives into how you can use Google Analytics (GA) to measure your users intent and the effectiveness of your campaigns at each stage of the journey, as well as highlighting some freaky little quirks within GA that may have cost you dearly.
It’s not too late, dear reader.
Did A Renter Just Pass You By? Tips For Connecting With The Modern CustomerAppFolio
Renters today have different habits and expectations compared to the renters of even five and ten years ago. From how they hunt for apartments to their communication style and customer service expectations, it’s important to recognize these characteristics and learn how to best serve them.
2019 was an eventful year for digital marketing. We saw several significant Google updates, keyword ranking fluctuations, and volatility in the search results throughout the year as Google continues to tweak and refine its algorithm to provide a better user experience. At The Search Agency, we always say that change is the only constant in the ever-evolving world of SEO. Here are some of the biggest changes to the digital landscape in 2019, where we are headed for SEO in 2020, and some actionable items we can implement for your business.
Webinar - Marketing Metrics Madness in an Account Based WorldEngagio
Featuring speakers from Engagio and Brightfunnel, learn best practices for reporting and attribution on your Account Based Marketing and Sales programs.
Despite the hype around ABM, some executives are still unsure that Account Based Marketing is their best bet. In this webinar presentation, Heidi Bullock, CMO of Engagio, covers how ABM (when done right) will grow revenue, improve your brand, align your entire organization, and ultimately deliver a better customer experience.
In this presentation you'll learn:
- Why marketing executives should bet on ABM
- How to manage change when making the transition
- How ABM can help meet company-wide goals
- Ways to showcase success
From Startup to IPO: How Marketo Drives Growth with ContentKapost
The document discusses Marketo's use of content marketing to drive growth from startup to IPO. It provides details on Marketo's content strategy, including creating different types of content tailored to early, middle, and late stage buyers. Marketo invests 10% of its marketing headcount in content creation and stresses repurposing, rewriting, and retiring content. Short form content and testing different formats and channels are also discussed.
The document discusses strategies for attracting technical talent. It emphasizes building a strong employer brand by establishing a clear employer value proposition and purpose, targeting candidates through both online and offline channels, and creating engaging branding campaigns. Specific tactics mentioned include developing branded activities for events, running social media campaigns, and designing games or contests to generate interest. The overall message is that a strong, distinctive employer brand will make it easier to attract and retain top technical talent.
ABM Essentials: The Secrets of Personalization at Scale hosted by Digital SummitEngagio
As account-based marketing (ABM) becomes a core engagement strategy for many B2B marketers today, there is a strong need to take it to the next level and optimize processes that deliver tailored, influential messaging to prospects. In this webinar hosted by Digital Summit, Heidi Bullock, CMO of Engagio, will discuss how to develop ABM programs that establish lasting relationships and use personalization to create emotional, unique buying experiences throughout the customer lifecycle at scale.
After this session, you’ll be able to:
- Generate opportunities and accelerate sales pipeline with a scalable ABM strategy
- Incorporate personalization into your marketing campaigns and create an authentic buying experience
- Develop relevant content that makes your brand, customer and thought leadership stories irresistible to buyers
Social Media Sharing - It's Kind of a Big DealMarketo
This document summarizes a webinar about using social media sharing to promote marketing campaigns. Some key points:
- Social sharing can help reach customers through friends and family recommendations, with 70% trusting those sources over company messages.
- Successful social sharing involves encouraging shares, using visuals, integrating social into all campaigns, having resources to support social efforts, and measuring social media results.
- Social networks like Facebook, Twitter, LinkedIn and SlideShare provide opportunities for social sharing, including landing pages, lead generation cards, and company updates.
- Tracking social referral traffic and conversions can show the impact of social sharing efforts. Engaging stakeholders like customers, employees and resellers in sharing content can also help
The document discusses predictive social analytics and how marketers can use social media data to identify future customers. It provides case studies on how Appia used social listening to generate content, identify targeting opportunities around customer lifecycle events like engagements, and measure the results of their social media campaigns. Viralheat is presented as a platform that combines social media data with CRM to provide predictive analytics to marketers. The webinar aims to demonstrate how marketers can achieve better ROI through precise targeting and actions informed by big social data.
What do wine and AI have in common - Ronan Lundy, QuantcastSavage Marketing
This interactive session will show by using quality data and behavioural insights overlaid with the use of artificial intelligence how this can help you build your brand for digital natives.
The digital landscape is ever evolving and it can sometimes be difficult to know where to spend your online marketing budgets, this workshop will identify the questions you should be asking and what you need to know.
You will gain a greater understanding of the programmatic advertising space and how AI is playing such a huge part in shaping your industry and what is already being done for digital marketers today to understand and reach their audiences.
We want you to leave feeling inspired with a fresh way of thinking about your marketing efforts.
And if you want to find out what wine and AI really do have in common, you will just have to attend to find out.
Social Media Marketing & the Travel IndustryGina Lednyak
The document outlines Gina Lednyak's presentation on developing an effective social media strategy. It discusses trends in social media and digital technologies, how to integrate social media into a business model, and what the future of social and mobile looks like. The presentation recommends developing a holistic social strategy, creating engaging content, choosing the right social networks, growing an engaged community, and using analytics to improve the strategy over time. It also explores how the rise of mobile, wearable tech, and the Internet of Things will continue to disrupt businesses and customer experiences.
The document outlines Gina Lednyak's presentation on developing an effective social media strategy. It discusses trends in social media and digital technologies, how to integrate social media into a business model, and what the future of social media and mobility may look like. The presentation provides steps for creating a social media strategy, including choosing networks, developing content, engagement, and using analytics to evaluate performance. It emphasizes the importance of having an online presence that leverages emerging technologies to build relationships and promote brands.
Digital Marketing Strategies - AppFolio/Sprout Marketing WebinarAppFolio
Sprout Marketing's Rebecca Ross and Barbara Savona discuss digital marketing strategies your property management company can use to get your property noticed and how to measure the success of your efforts.
The Importance Of Networking For Retail Retail Conference 2009Andy Lopata
The document discusses the importance of networking for retailers. It argues that connecting through social media is not enough and retailers must create buzz, extend their reach, and engage customers. Examples are given of companies that have used social media successfully to increase sales and customer loyalty. The document concludes by asking how attendees can implement social media strategies in their own businesses to maximize customer loyalty.
Similar to Enter the void marketing in a world of f**ked up technology (20)
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxBoston SEO Services
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
Efficient Website Management for Digital Marketing ProsLauren Polinsky
Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI.
This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential.
Actionable tactics you can apply after this session:
- Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution.
- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!
Trust Element Assessment: How Your Online Presence Affects Outbound Lead Gene...Martal Group
Learn how your business's online presence affects outbound lead generation and what you can do to improve it with a complimentary 13-Point Trust Element Assessment.
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.
We will explore the transformative journey of American Bath Group as they transitioned from a traditional monolithic CMS to a dynamic, composable martech framework using Kontent.ai. Discover the strategic decisions, challenges, and key benefits realized through adopting a headless CMS approach. Learn how composable business models empower marketers with flexibility, speed, and integration capabilities, ultimately enhancing digital experiences and operational efficiency. This session is essential for marketers looking to understand the practical impacts and advantages of composable technology in today's digital landscape. Join us to gain valuable insights and actionable takeaways from a real-world implementation that redefines the boundaries of marketing technology.
As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth.
Key Takeaways:
Primary Learning Objective
1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective
2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective
3: Grow revenue at lower costs with more efficient marketing and business operations.
In this dynamic session titled "Future-Proof Like Beyoncé: Syncing Email and Social Media for Iconic Brand Longevity," Carlos Gil, U.S. Brand Evangelist for GetResponse, unveils how to safeguard and elevate your digital marketing strategy. Explore how integrating email marketing with social media can not only increase your brand's reach but also secure its future in the ever-changing digital landscape. Carlos will share invaluable insights on developing a robust email list, leveraging data integration for targeted campaigns, and implementing AI tools to enhance cross-platform engagement. Attendees will learn how to maintain a consistent brand voice across all channels and adapt to platform changes proactively. This session is essential for marketers aiming to diversify their online presence and minimize dependence on any single platform. Join Carlos to discover how to turn social media followers into loyal email subscribers and ultimately, drive sustainable growth and revenue for your brand. By harnessing the best practices and innovative strategies discussed, you will be equipped to navigate the challenges of the digital age, ensuring your brand remains relevant and resonant with your audience, no matter the platform. Don’t miss this opportunity to transform your approach and achieve iconic brand longevity akin to Beyoncé's enduring influence in the entertainment industry.
Key Takeaways:
Integration of Email and Social Media: Understanding how to seamlessly integrate email marketing with social media efforts to expand reach and reinforce brand presence. Building a Robust Email List: Strategies for developing a strong email list that provides a direct line of communication to your audience, independent of social media algorithms. Data Integration for Targeted Campaigns: Leveraging combined data from email and social media to create personalized, targeted marketing campaigns that resonate with the audience. Utilization of AI Tools: Implementing AI and automation tools to enhance efficiency and effectiveness across marketing channels. Consistent Brand Voice Across Platforms: Maintaining a unified brand voice and message across all digital platforms to strengthen brand identity and user trust. Proactive Adaptation to Platform Changes: Staying ahead of social media platform changes and algorithm updates to keep engagement high and interactions meaningful. Conversion of Social Followers to Email Subscribers: Techniques to encourage social media followers to subscribe to email, ensuring a direct and consistent connection. Sustainable Growth and Minimized Platform Dependence: Strategies to diversify digital presence and reduce reliance on any single social media platform, thereby mitigating risks associated with platform volatility.
In this humorous and data-heavy session, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
Yes, It's Your Fault Book Launch WebinarDemandbase
From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.
Tired of the perpetual tug-of-war between your sales and marketing teams? Come hear Demandbase Chief Marketing Officer, Kelly Hopping and Chief Sales Officer, John Eitel discuss key insights from their new book, “Yes, It’s Your Fault! From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.”
They’ll share their no-nonsense approach to bridging the sales and marketing divide to drive true collaboration — once and for all.
In this webinar, you’ll discover:
The underlying dynamics fueling sales and marketing misalignment
How to implement practical solutions without disrupting day-to-day operations
How to cultivate a culture of collaboration and unity for long-term success
How to align on metrics that matter
Why it’s essential to break down technology and data silos
How ABM can be a powerful unifier
Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialNavah Hopkins
At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"
In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast