Erin’s session will dive into the psychological side of marketing. She will discuss what types of emotions trigger purchases, how UX experience relates to how we market, and how all of these issues can be implemented into your SEO strategy
Jordan Koene of Searchmetrics #SEJSummit: Surviving the Search Plateau Search Engine Journal
After following all best practices and fine-tuning your strategy, many businesses find their SEO plateaus. Jordan’s session will help you break free of that plateau and take your site to the next level. By igniting your content, expanding your reach, and recycling good SEO habits, you can re-energize your search effort to put your SEO visibility back on the up-and-up.
Can machines learn to create organic answers – outside of what they have been explicitly programmed to do? Ryan answers this question and explains how Google is using machine learning to change the face of SEO.
Success by Design: Content That Builds Both Brand and SEO by Mark Traphagen -...Search Engine Journal
You’ve probably heard content marketing truisms like “quality over quantity.” Wondering what that actually means in practical terms? Master content marketer Mark Traphagen will share how to effectively build high-value content that is both SEO friendly and good for your brand.
Akin Tosyali of Grainger #SEJSummit: Integrating SEO & Content Marketing Search Engine Journal
SEO and content marketing shouldn’t be an either-or game. Working together, these two strategies become the killer recipe your brand needs to succeed. Using real-life examples from his experience at Grainger, Akin will walk us through how his team implemented a data-driven SEO strategy into their digital content process to give their customers what they want.
Putting Cross-Channel Campaigns Into ActionMediaPost
In the wake of the ANA’s blockbuster report/expose on less-than-transparent agency practices in digital media buying, what is the state of client/agency relations moving forward? One we get beyond the finger pointing and rebuttals what new practices need to be put in place – for contracts, full disclosures, properly valuing services?
SEJ Summit 2017: Link Building in 6 Steps A Sponsored Workshop by Page One PowerSearch Engine Journal
Presenters: Joe Oliver, Amy Merrill, & Nash Ricci of Page One Power
Description: Let's breakdown link building mastery into step by step how-to's for ANY niche. This interactive workshop covers assets, live audits of audience examples, prospecting, and outreach.
SEJ Summit 2017: Brand Reputation Hacking in 2017, A Sponsored Workshop by Th...Search Engine Journal
Presenter: Clayton Johnson of The Hoth
Description: Consumers today have instant access to reviews, comments, and ratings to evaluate your brand. Reputation management has become more important than ever. In this talk, we'll show you:
-How consumers have evolved, and how to leverage today's environment to put you ahead of your competitors
-Best practices + simple hacks to collect more positive reviews, faster, with more success
-How to serve your customers better and turn negative reviews into massive opportunities
Erin of Home Depot talks about what really makes users engage, how to measure what's working, and putting together assessments you can take action on immediately.
Jordan Koene of Searchmetrics #SEJSummit: Surviving the Search Plateau Search Engine Journal
After following all best practices and fine-tuning your strategy, many businesses find their SEO plateaus. Jordan’s session will help you break free of that plateau and take your site to the next level. By igniting your content, expanding your reach, and recycling good SEO habits, you can re-energize your search effort to put your SEO visibility back on the up-and-up.
Can machines learn to create organic answers – outside of what they have been explicitly programmed to do? Ryan answers this question and explains how Google is using machine learning to change the face of SEO.
Success by Design: Content That Builds Both Brand and SEO by Mark Traphagen -...Search Engine Journal
You’ve probably heard content marketing truisms like “quality over quantity.” Wondering what that actually means in practical terms? Master content marketer Mark Traphagen will share how to effectively build high-value content that is both SEO friendly and good for your brand.
Akin Tosyali of Grainger #SEJSummit: Integrating SEO & Content Marketing Search Engine Journal
SEO and content marketing shouldn’t be an either-or game. Working together, these two strategies become the killer recipe your brand needs to succeed. Using real-life examples from his experience at Grainger, Akin will walk us through how his team implemented a data-driven SEO strategy into their digital content process to give their customers what they want.
Putting Cross-Channel Campaigns Into ActionMediaPost
In the wake of the ANA’s blockbuster report/expose on less-than-transparent agency practices in digital media buying, what is the state of client/agency relations moving forward? One we get beyond the finger pointing and rebuttals what new practices need to be put in place – for contracts, full disclosures, properly valuing services?
SEJ Summit 2017: Link Building in 6 Steps A Sponsored Workshop by Page One PowerSearch Engine Journal
Presenters: Joe Oliver, Amy Merrill, & Nash Ricci of Page One Power
Description: Let's breakdown link building mastery into step by step how-to's for ANY niche. This interactive workshop covers assets, live audits of audience examples, prospecting, and outreach.
SEJ Summit 2017: Brand Reputation Hacking in 2017, A Sponsored Workshop by Th...Search Engine Journal
Presenter: Clayton Johnson of The Hoth
Description: Consumers today have instant access to reviews, comments, and ratings to evaluate your brand. Reputation management has become more important than ever. In this talk, we'll show you:
-How consumers have evolved, and how to leverage today's environment to put you ahead of your competitors
-Best practices + simple hacks to collect more positive reviews, faster, with more success
-How to serve your customers better and turn negative reviews into massive opportunities
Erin of Home Depot talks about what really makes users engage, how to measure what's working, and putting together assessments you can take action on immediately.
Google Hummingbird Update | Denver SEO MeetupMatt Lacuesta
This was a presentation that was given on Jan 22, 2014 to the Denver SEO Meetup group discussing Google's Hummingbird update. We reviewed why it is not an algorithm update like Panda and Penguin along with how semantic search will grow exponentially in the future.
http://www.meetup.com/denver-seo/messages/63971462/
Making SEO Lemonade: Moving the Needle on Missed Opportunities by Bill Hunt -...Search Engine Journal
Industry vet Bill Hunt tackles making the most out of what you already have using indexability, clickability, and other methods to find all those tiny errors that together cause big issues.
Grasping the “Why” Behind Local Search by Kristan Bauer - #SEJSummit NYSearch Engine Journal
Search intent is elemental to local success: understanding how local communities search for your products can help sharpen your content creation and as a result drive your business forward. Kristan shares how the Zillow SEO team approaches local search intent and how they optimize for the customer journey.
Content marketing is a staple in the digital marketing landscape. In fact, in our recent SEJ Annual Report, 66% of respondents said content marketing is the most effective aspect of digital marketing.
Is your content marketing strategy giving you the results you want? There may be strategies you are overlooking. Learn from AdLift's Managing Director, Arron Goodin in this sponsored SEJ ThinkTank webinar.
Presenter: Jeanette Pesnikov of Grainger
Description: Studies have shown over and over that website content is the most impactful element of e-commerce conversions. It has a direct influence on everything from SEO to link building to every stage of the funnel. Jeanette Pesnikov of Grainger will step through the key content types, what you should be using to attract customers, and how to apply content to e-commerce success.
Linkbuilding in 2016: New Strategies & Resources with Loren BakerSearch Engine Journal
There are many ways to build links, but once you build up authority to your site, how do you keep it?
SEJ Founder Loren Baker joins our SEJ ThinkTank webinar to provide tips and techniques in growing (and revolutionizing) link building strategies.
#SEJThinkTank Webinar: Social Marketing Hacks To Crush It in 2015Search Engine Journal
Looking for ways to rock your social marketing? The data is in, and savvy marketers are using it to turn readily available social data into attributable conversions. Join Daniel Morrison of aimClear as he covers selling with first-touch social psychographic data: disciplined, high intent, active targeting, including owned-audience cookie pools for performance marketers to exploit.
This document outlines 7 steps to hiring an insanely great SEO employee or contractor. The steps include: 1) writing an effective job posting, 2) reviewing candidates' social media profiles, 3) using A/B testing for job postings, 4) using trick questions in the first interview, 5) asking specific questions to test expertise, 6) bringing in an SEO expert for the second interview, and 7) confirming cultural fit during a trial period. The document provides details and examples for each step.
How to Execute Scalable Enterprise Link Building Campaigns with North Star In...Search Engine Journal
Even Fortune 500 companies find it a challenge to implement large-scale link building strategies. Nicole DeLeon, Founder and Lead Strategist of North Star Inbound joins us for a SEJ Think Tank webinar to share steps and insights needed to successfully strategize and implement an enterprise-level link building campaign.
Best of SEJ Summit: How to Identify Lost & Missed Content OpportunitiesSearch Engine Journal
Join Rhea Drysdale, CEO of Outspoken Media, as she covers how to identify lost and missed content opportunities that will attract engaged users and build your site’s expertise, authority, and trust.
The document discusses trends in universal search as identified in a Searchmetrics study. It finds that the number of organic search results has decreased from 10 to 8.5 on average, as Google integrates more knowledge boxes and other elements into search engine results pages. There are also differences in results shown on smartphones versus desktops. Key opportunities for SEO include optimizing content to appear in direct answer boxes, related question boxes, and the knowledge graph. Marketers should understand which devices their target audience uses to inform optimization strategies.
SEJ Summit 2017: Integrated Influencer Marketing for SEO, PR, and Social Succ...Search Engine Journal
Presenter: Dan Morrison of Aimclear
Description: "Influencer Marketing" is one of the most misunderstood terms in our industry. It is the fine art of systematically reaching out to players who hold powerful sway over key audiences, from customers to media a crucial marketing skill. On this presentation, you will learn about:
- The value of influencers
- Paid outreach & targeting tactics
- A continuum of outreach tactics, from aggressive to magnanimous
- Building relationships through trust
Rocco of Zebra Advertisement shares strategies to double your revenue using cross-channel advertising practices. He shares:
Tactics to scale up advertising efforts and maximize conversion rates
How to increase brand awareness in sales-focused campaigns
How to use online data to stimulate offline sales
Google bought a_zoo-smx-to-03-20-13-simmons v3tsa1234
The document discusses Google buying a zoo and future-proofing SEO strategies. It suggests focusing on relevance by understanding user intent rather than keywords, building authority through high-quality content, and driving engagement through clickable pages, satisfying user needs, and inspiring social sharing. The key is delivering relevant content while building trust and user interaction over time.
The document discusses how to use ad customizers in Google Ads. It provides an overview of ad customizers and how they can be used to make ads more dynamic by pulling in real-time business data. The document outlines several everyday uses of customizers like counting down to events, showing a user's location, and listing the number of customers. It also discusses some advanced examples like showing available product shipping dates or inventory levels based on a user's location or how inventory changes. Finally, it provides reminders on customizer limits and best practices.
Keyword research is the foundation of a good #SEO campaign. For this webinar, hosted by Ahrefs, we take a deep dive into identifying long-tail #keyword opportunities with high traffic potential.
For years, digital marketers have been tasked with optimizing their websites for search to improve organic traffic. All major SEO efforts were centered around owned and onsite content, leaving external content as an afterthought.
Best of SEJ Summit: The Future of AI: What Every Marketer Needs to Know TodaySearch Engine Journal
The document summarizes a presentation about how marketers can leverage artificial intelligence (AI) today. It discusses three main ways: 1) using intelligent visuals like optimizing images for visual search, 2) targeting intelligent audiences by identifying in-market customers, and 3) automating processes with intelligent automation. It also touches on the growing importance of conversational interactions through voice assistants and chatbots. The presentation provides checklists for marketers to optimize for visual search, audience targeting, automation, and conversational experiences.
- 52% of Americans feel that having a smart home is at least somewhat important
- 62% of Americans rank security and home monitoring as the top beneficial reason to own a smart home
- 56% of Americans cite cost or fees as the most important deciding factor in purchasing smart home products
William Goldberg has over 30 years of experience in business management, sales, and real estate. He most recently served as the Regional Manager for FRAM Group from 2015-2016, where he coordinated sales, management, and growth operations across eight states. Prior to that, he held sales management positions at Wix Filters and Kent Automotive. Goldberg also worked as a residential real estate broker from 1997-2008. He is currently an assistant teacher at Evanston Ki Aikido and has previously volunteered with his local school district and park district.
Google Hummingbird Update | Denver SEO MeetupMatt Lacuesta
This was a presentation that was given on Jan 22, 2014 to the Denver SEO Meetup group discussing Google's Hummingbird update. We reviewed why it is not an algorithm update like Panda and Penguin along with how semantic search will grow exponentially in the future.
http://www.meetup.com/denver-seo/messages/63971462/
Making SEO Lemonade: Moving the Needle on Missed Opportunities by Bill Hunt -...Search Engine Journal
Industry vet Bill Hunt tackles making the most out of what you already have using indexability, clickability, and other methods to find all those tiny errors that together cause big issues.
Grasping the “Why” Behind Local Search by Kristan Bauer - #SEJSummit NYSearch Engine Journal
Search intent is elemental to local success: understanding how local communities search for your products can help sharpen your content creation and as a result drive your business forward. Kristan shares how the Zillow SEO team approaches local search intent and how they optimize for the customer journey.
Content marketing is a staple in the digital marketing landscape. In fact, in our recent SEJ Annual Report, 66% of respondents said content marketing is the most effective aspect of digital marketing.
Is your content marketing strategy giving you the results you want? There may be strategies you are overlooking. Learn from AdLift's Managing Director, Arron Goodin in this sponsored SEJ ThinkTank webinar.
Presenter: Jeanette Pesnikov of Grainger
Description: Studies have shown over and over that website content is the most impactful element of e-commerce conversions. It has a direct influence on everything from SEO to link building to every stage of the funnel. Jeanette Pesnikov of Grainger will step through the key content types, what you should be using to attract customers, and how to apply content to e-commerce success.
Linkbuilding in 2016: New Strategies & Resources with Loren BakerSearch Engine Journal
There are many ways to build links, but once you build up authority to your site, how do you keep it?
SEJ Founder Loren Baker joins our SEJ ThinkTank webinar to provide tips and techniques in growing (and revolutionizing) link building strategies.
#SEJThinkTank Webinar: Social Marketing Hacks To Crush It in 2015Search Engine Journal
Looking for ways to rock your social marketing? The data is in, and savvy marketers are using it to turn readily available social data into attributable conversions. Join Daniel Morrison of aimClear as he covers selling with first-touch social psychographic data: disciplined, high intent, active targeting, including owned-audience cookie pools for performance marketers to exploit.
This document outlines 7 steps to hiring an insanely great SEO employee or contractor. The steps include: 1) writing an effective job posting, 2) reviewing candidates' social media profiles, 3) using A/B testing for job postings, 4) using trick questions in the first interview, 5) asking specific questions to test expertise, 6) bringing in an SEO expert for the second interview, and 7) confirming cultural fit during a trial period. The document provides details and examples for each step.
How to Execute Scalable Enterprise Link Building Campaigns with North Star In...Search Engine Journal
Even Fortune 500 companies find it a challenge to implement large-scale link building strategies. Nicole DeLeon, Founder and Lead Strategist of North Star Inbound joins us for a SEJ Think Tank webinar to share steps and insights needed to successfully strategize and implement an enterprise-level link building campaign.
Best of SEJ Summit: How to Identify Lost & Missed Content OpportunitiesSearch Engine Journal
Join Rhea Drysdale, CEO of Outspoken Media, as she covers how to identify lost and missed content opportunities that will attract engaged users and build your site’s expertise, authority, and trust.
The document discusses trends in universal search as identified in a Searchmetrics study. It finds that the number of organic search results has decreased from 10 to 8.5 on average, as Google integrates more knowledge boxes and other elements into search engine results pages. There are also differences in results shown on smartphones versus desktops. Key opportunities for SEO include optimizing content to appear in direct answer boxes, related question boxes, and the knowledge graph. Marketers should understand which devices their target audience uses to inform optimization strategies.
SEJ Summit 2017: Integrated Influencer Marketing for SEO, PR, and Social Succ...Search Engine Journal
Presenter: Dan Morrison of Aimclear
Description: "Influencer Marketing" is one of the most misunderstood terms in our industry. It is the fine art of systematically reaching out to players who hold powerful sway over key audiences, from customers to media a crucial marketing skill. On this presentation, you will learn about:
- The value of influencers
- Paid outreach & targeting tactics
- A continuum of outreach tactics, from aggressive to magnanimous
- Building relationships through trust
Rocco of Zebra Advertisement shares strategies to double your revenue using cross-channel advertising practices. He shares:
Tactics to scale up advertising efforts and maximize conversion rates
How to increase brand awareness in sales-focused campaigns
How to use online data to stimulate offline sales
Google bought a_zoo-smx-to-03-20-13-simmons v3tsa1234
The document discusses Google buying a zoo and future-proofing SEO strategies. It suggests focusing on relevance by understanding user intent rather than keywords, building authority through high-quality content, and driving engagement through clickable pages, satisfying user needs, and inspiring social sharing. The key is delivering relevant content while building trust and user interaction over time.
The document discusses how to use ad customizers in Google Ads. It provides an overview of ad customizers and how they can be used to make ads more dynamic by pulling in real-time business data. The document outlines several everyday uses of customizers like counting down to events, showing a user's location, and listing the number of customers. It also discusses some advanced examples like showing available product shipping dates or inventory levels based on a user's location or how inventory changes. Finally, it provides reminders on customizer limits and best practices.
Keyword research is the foundation of a good #SEO campaign. For this webinar, hosted by Ahrefs, we take a deep dive into identifying long-tail #keyword opportunities with high traffic potential.
For years, digital marketers have been tasked with optimizing their websites for search to improve organic traffic. All major SEO efforts were centered around owned and onsite content, leaving external content as an afterthought.
Best of SEJ Summit: The Future of AI: What Every Marketer Needs to Know TodaySearch Engine Journal
The document summarizes a presentation about how marketers can leverage artificial intelligence (AI) today. It discusses three main ways: 1) using intelligent visuals like optimizing images for visual search, 2) targeting intelligent audiences by identifying in-market customers, and 3) automating processes with intelligent automation. It also touches on the growing importance of conversational interactions through voice assistants and chatbots. The presentation provides checklists for marketers to optimize for visual search, audience targeting, automation, and conversational experiences.
- 52% of Americans feel that having a smart home is at least somewhat important
- 62% of Americans rank security and home monitoring as the top beneficial reason to own a smart home
- 56% of Americans cite cost or fees as the most important deciding factor in purchasing smart home products
William Goldberg has over 30 years of experience in business management, sales, and real estate. He most recently served as the Regional Manager for FRAM Group from 2015-2016, where he coordinated sales, management, and growth operations across eight states. Prior to that, he held sales management positions at Wix Filters and Kent Automotive. Goldberg also worked as a residential real estate broker from 1997-2008. He is currently an assistant teacher at Evanston Ki Aikido and has previously volunteered with his local school district and park district.
This document provides stock market index values and mutual fund performance data from November 11, 2010. It lists closing values and day's changes for various stock market indexes including the Dow Jones Industrial Average, S&P 500, and Nasdaq Composite. It also provides top gainers and losers among mutual funds for the day as well as the most actively traded mutual funds, including their total assets, NAV, 4-week and 12-month returns.
The Paul L. Dunbar Group aims to create sustainable community and economic development in East Spencer, North Carolina. It will accomplish this through initiatives like small business growth, vocational training, affordable housing, and land development. The organization's vision is to revitalize the underserved community, and its mission is to advocate for minority communities using public-private partnerships and a nonprofit hub model. It plans to establish the Paul L. Dunbar Community Center, develop job skills programs, support local businesses, and invest in infrastructure to empower the self-sustaining community.
The Lowe's Installed Sales division aims to become the largest home installation company worldwide by providing quality service and products. Its mission is to grow the division and establish an international brand known for valued home improvement solutions. The division focuses on subcontractor certification, vendor performance, management training, quality control, and computerized scheduling to outperform competitors and set the industry standard for price, quality and service.
This document summarizes a manager's meeting agenda covering people, process, and product. For people, it discusses staffing, interviewing, training, payroll control and scheduling. For process, it covers inspections, special orders, parts/estimates, wheel torque, oil changes and solution selling. For product, it emphasizes that Neal Tire's primary product is the customer experience they provide. The document provides guidance on these topics to help managers improve performance in their stores.
Karen Malpass is seeking a new position utilizing her skills in networking, VOIP technology, project management, and customer service. She has over 20 years of experience in technical roles supporting networking infrastructure and VOIP systems. Her background includes positions as a network engineer, network support technician, VOIP technician, WAN technician, network administrator, and IT support roles. She is proficient in technologies like Cisco, Windows, and network management systems.
The document summarizes the parts and services offered by Advance Professional to auto repair shops. It provides details on their extensive inventory of parts from major brands to ensure 99% coverage for domestic and foreign vehicles. It highlights programs and support for shops including training, marketing solutions, loyalty rewards, and dedicated commercial account managers. The goal is to be a full-service partner to help auto repair shops grow their business.
AutoZone Green - Environmental ResponsibilityAutoZone
As AutoZone grows, we know our responsibility to the environment grows, and we take it very seriously. From our stores, to our distribution centers, to our transportation fleet, we do all we can to meet the needs of the present while protecting our future.
Increasing Your Content IQ by Jordan Koene - #SEJSummit New York CitySearch Engine Journal
This document discusses a summit about search engine optimization. It mentions the topics of content, topics, competition, insights, and content recall. The document also tags the summit, Searchmetrics, and a Twitter user.
Increasing Your Content IQ By Jordan Koene - #SEJSummit Silicon ValleySearch Engine Journal
Increasing Your Content IQ
By Jordan Koene of Searchmetrics Inc.
Jordan will cover techniques and tools for converting raw data into meaningful, easy-to-understand information that your team can use for content ideas and campaigns that will achieve transformative results.
#SEJSummit Silicon Valley
This document provides an integrated marketing communications plan for The Home Depot. It includes background on the company, their core values, mission statement, financial status, products/services, and current marketing strategies. It then discusses competitors, a SWOT analysis, target audience, campaign objectives, and integrated strategies for paid, earned and owned media. Measurement tactics are also outlined to evaluate campaign effectiveness. The overall goal is to increase sales, customer base, brand awareness and loyalty for National Home Improvement Day through a campaign targeting 30-32 year old DIY consumers.
SEJ Summit 2015: The Content Evolution by Marcus Tober #SEJSummitSearch Engine Journal
This document discusses the evolution of SEO and search engine optimization. It notes that SEO today requires a data-driven approach that considers both technical aspects like site structure as well as content aspects like content strategy and optimization. It also discusses differences between desktop and mobile search results and the importance of creating mobile-friendly content. Key takeaways include that technical optimization helps rankings but only relevant content creates long-term success, keywords should provide answers rather than just be included, and content should be holistic and user-focused rather than just focused on keywords. Success requires both SEO and relevant content that improves the overall search experience.
Brand Battle: Home Depot vs Lowe's Home ImprovementBrandify
This document compares the digital marketing performance of Lowe's and Home Depot based on metrics across six pillars: data quality, local SEO, reviews, engagement, local advertising, and competitors. The analysis found that Home Depot outperformed Lowe's in most areas, with higher scores for data quality, local SEO, engagement, and local advertising. Specifically, Home Depot dominated search rankings for keywords like "home improvement" and had more comprehensive local business listings and pages than Lowe's.
SEJ Summit 2015: Engaging Content Marketing for 'Boring' Industries by Mindy ...Search Engine Journal
Presenter: Mindy Weinstein, Director of Training at Bruce Clay Inc.
Event: SEJ Summit 2015 "3Takeaways" Hosted by Searchmetrics- Santa Monica
When your product or service is yawn-inducing, or is not generally a topic of polite company, what's a marketer to do? Mindy will take us through case studies of creating compelling content for challenging verticals.
SEJ Summit 2015 is a new, boutique marketing conference series for Big Brand marketers. It's happening in Santa Monica, Dallas, Chicago, London, Silicon Valley, New York, Miami.
It's *free* for invited attendees (a tip on how to get an invite is below).
Our day of learning and networking features speakers from Disney, Copyblogger, Taco Bell, AirBnB and Copyblogger to name a few.
Breakfast, lunch and a hosted networking reception are all included. SEJ Summit is hosted by Search Engine Journal and Searchmetrics.
There will be no pitches, no product demos, no sponsored content.
Note that anyone can request an invitation. Due to the room capacity, we can't guarantee everyone will receive one.
*Protip: Big brand marketers will get priority.
Request your invite here: http://www.searchenginejournal.com/sejsummit2015/
Cross-Channel Marketing Success for Big Brands by Rocco Baldassarre - #SEJSum...Search Engine Journal
The good times when one online platform was enough to promote your brand are long over. This session will demonstrate how to connect advertising campaigns from different channels, such as Google AdWords and Facebook, to meaningfully engage users and increase conversions for large brands.
This document provides details for an integrated marketing communications campaign for Home Depot. It includes background on Home Depot, a target analysis focusing on female homeowners aged 30-50, a SWOT analysis, campaign objectives to improve customer service and increase sales and brand awareness. The document then outlines integrated strategies, a creative brief, a proposed TV ad, and plans for public relations, direct marketing, sales promotion, and measurement.
Home Depot Strategic Audit _ Final _ MMartinezMonica Martinez
Home Depot is a leading home improvement retailer with over 2,200 stores across North America. The document provides a strategic audit of Home Depot, analyzing their current performance, strategic posture, external and internal environments, and strengths, weaknesses, opportunities, and threats. It recommends that Home Depot focus on improving their social media presence, address weaknesses in corporate culture from past leadership issues, and leverage opportunities in the improving US economy to increase sales through online and store traffic.
Home improvement retail giant Lowe’s has launched its first media agency review in more than a decade. Creative is not part of the review, and sources indicate that incumbent OMD may not defend. A Lowe’s spokesperson told Adweek:
“As part of the normal course of business, we regularly review the agencies and vendors that support our company to evaluate our objectives against performance and ensure we remain strategically aligned. As the consumer and media landscape continues to rapidly evolve, we are exploring the most compelling and efficient ways to reach consumers to help ensure we remain well positioned.”
Both OMD and BBDO declined to comment, though Lowe’s confirmed that the creative portion of its business was not affected. Sources tell us that OMD will not defend the account but that another Omnicom entity will most likely participate in the review, which remains in the RFI stage at this time. International consultancy R3 is managing the process.
From Discovery to Checkout: Don't Let Them Leave You On Read | #SMWONE 2020Joelle Irvine
Social shoppers are on the lookout for brands they can relate to, that are empathetic and are able to adapt quickly. Beyond looking for ways to stay connected and entertained, they are also looking for personalized and streamlined shopping experiences.
Is your brand capturing their attention? Or are you being ghosted between discovery and checkout? It’s time to embrace the new normal: think beyond ads and influencer campaigns, and focus on creating content that inspires and experiences that spark action.
Understanding how social shopping behavior is evolving, Joelle Irvine shares strategies and actionable tactics to engage your audience from discovery to purchase, using examples and tools from Instagram and Pinterest. - Presented at #SMWONE 2020
Sign up to Joelle's newsletter for monthly insights on content, SEO, social media and eCommerce: https://joelleirvine.com/newsletter-sign-up/
SEJ Summit 2015: Mastering Social Media for Big Brands by Debbie MillerSearch Engine Journal
Presenter: Debbie Miller, Social Media Manager at Search Engine Journal
Event: SEJ Summit 2015 "3Takeaways" Hosted by Searchmetrics- Santa Monica
Debbie breaks down social media success for large brands or companies, via tactics such as crafting personas, creating content and campaigns, to dealing with crises and troublemakers.
SEJ Summit 2015 is a new, boutique marketing conference series for Big Brand marketers. It's happening in Santa Monica, Dallas, Chicago, London, Silicon Valley, New York, Miami.
It's *free* for invited attendees (a tip on how to get an invite is below).
Our day of learning and networking features speakers from Disney, Copyblogger, Taco Bell, AirBnB and Copyblogger to name a few.
Breakfast, lunch and a hosted networking reception are all included. SEJ Summit is hosted by Search Engine Journal and Searchmetrics.
There will be no pitches, no product demos, no sponsored content.
Note that anyone can request an invitation. Due to the room capacity, we can't guarantee everyone will receive one.
*Protip: Big brand marketers will get priority.
Request your invite here: http://www.searchenginejournal.com/sejsummit2015/
Bursting social media bubbles final finalAugie Ray
This is my keynote presentation from the 2012 PR & Social Media Summit. My decks are not produced for download but to be presented. With layers and animation, they tend not to stand alone very well as a SlideShare deck rather than presented live with the talking points. Still, I hope you find this deck useful and interesting. Key points:
- The time has come for us to throw away the simple concepts (or "bubbles" that we continue to rely upon in marketing PR and social media.
- For example, if the consumer is in control, then social media cannot be a marketing medium. The data presented demonstrates why.
- Social CAN be a marketing medium, but it's really a marketing medium. Meanwhile, the consumer may be more in control than ever before, but they don't foot the bill in social media, which give brands and social networks power. Neither of the first two bubbles is completely correct--we need to pop both, bring them together, and recognize that social is a medium for value, not messages, and brands need not fear empowered consumers but work mutually with them.
- The next bubble to be popped is the insane chase for fans and engagement of any sort. We explore the way Facebook EdgeRank works and why it is useless to collect any fan via any means. Instead, focus on fans that have built-in affinity (or the potential for it.) If you don't have affinity, your content won't appear in fans newsfeeds, and that means you become invisible.
- We explore Progressive's fan page for Flo, which looks like a success but all those fans and all that engagement couldn't help protect Progressive from its recent social media reputation event. The lacking ingredient is brand vector--moving consumers closer to the brand and not just collecting engagement for engagement's sake.
- The next section of the deck explores the "social media crisis," a term that is thrown around much too loosely, As demonstrated, brands like United, NBC and Bank of America suffered from highly visible social media crises, yet their stock shows no sign of damage.
- We need to stop being alarmist and over-selling the "social media crisis." Yes, these are significant events, just like a broken bone is a significant event--but no one calls a broken bone a crisis. As professionals, the time has come to prevent, manage and minimize social media crisis just a a doctor treats a broken bone, without the added hysteria of treating everything like a "crisis."
- Lastly, I remind people to get out of the industry bubble every now and then. I use a "mom rule" (but your rule may be a "uncle rule" or "grandma rule"). By using this persona, it helps me to evaluate the things that will rapidly catch on (Pinterest, for example) from those that won't (Google Plus.)
If you have questions or feedback, please let me know.
#TweetSmarter with Data-Driven Insights from Twitter and HubSpotHubSpot
This document discusses best practices for using Twitter to unlock value for businesses. It provides statistics on Twitter usage and recommends focusing tweets on clear goals, keeping them short, adding context with links and media, optimizing for leads, and starting conversations. Specific tips include curating content with a calendar, priming users before click-throughs, and experimenting while tracking results.
Brands are often wary of Reddit or simply do not understand what it takes to have success on one of the largest social sites on the internet today.
With over 150 million monthly unique visitors, viewing over 6.5 billion page views, and a demographic that is any brands dream, You cannot afford to continue to ignore Reddit.
This presentation speaks to how some brands are having success marketing on Reddit.
What did you learn from audience feed backjacksoneuan
The document discusses methods used to gather audience feedback on a film trailer, magazine cover, and poster. Social media sites like YouTube, Facebook, Twitter, and Instagram were used to collect likes, comments, and votes. This provided both quantitative feedback in the form of numbers of likes/comments, and qualitative feedback from comments. Family and friends also provided feedback, which offered more detailed qualitative perspectives. Overall, the document evaluates that both types of feedback were useful, but qualitative feedback helped identify specific improvements. While social media provided large amounts of feedback, family/friends may have been more honest in their critiques.
This document discusses Pinterest usage and growth over the past year based on a presentation by Jason Miles. Some key points:
- 15% of online adults reported using Pinterest in a 2012 Pew study.
- Pinterest was sending more referral traffic than YouTube, LinkedIn or Google+ in early 2012 and more than Twitter by March 2012.
- Miles' company, Liberty Jane Patterns, saw over 12,600 referrals and 6,000 visits from Pinterest in January 2013.
- The presentation outlines best practices for using Pinterest including auditing websites for pin-able content, creating a professional profile, running contests, and setting up analytics and rich pins.
This is a presentation I made at the 2017 National High School Journalism Convention to help scholastic journalists integrate different and more diverse perspectives and sources into their reporting. Download the presenter notes (that provide a lot more context) here: http://bit.ly/NHSJC-Sources.
Creating Behavior-Changing Content by Grant Simmons - #SEJSummit AtlantaSearch Engine Journal
'Tickles' are a search marketer’s secret weapons of influence, helping drive consumers into buying mindsets and inspiring demand where none exists. Through real world examples, Grant explains how to research, create, and promote content that is designed to entertain and educate.
Similar to Erin Everhart of Home Depot #SEJSummit: The Psychology of Marketing (10)
From Subreddits To Search: Maximizing Your Brand's Impact On RedditSearch Engine Journal
The search landscape is undergoing a seismic shift, and Reddit is at the epicenter. Google's Helpful Content Update and its $60 million deal with Reddit, coupled with OpenAI's partnership, have catapulted Reddit's real-time content to unprecedented heights.
Check out this insightful webinar exploring the newfound importance of Reddit in the digital marketing landscape. Learn how these changes make Reddit an essential platform for getting your brand and content in front of evolving search audiences.
You’ll hear:
- The evolution of Reddit as a major influencer on SERPS over the years.
- The impact of recent changes and partnerships on Reddit’s place in search.
- A comprehensive look at Reddit, how it works, and how to approach it.
- Unique engagement opportunities presented by Reddit.
With Brent Csutoras, a Reddit expert with over 18 years of experience on the platform, we’ll delve into the intricacies of Reddit's communities, known as Subreddits, and how to leverage their power without compromising authenticity or violating community guidelines in the age of AI-driven search experiences.
Don't miss this opportunity to stay ahead of the curve and leverage Reddit for your brand's success.
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Link Building in 2024: What Works, What Doesn't, and What's NextSearch Engine Journal
The world of SEO has been in a constant state of upheaval for the past 18 months. But what hasn't changed?
Getting quality backlinks is one of the hardest parts of SEO, and Google is still committed to ensuring that link spam doesn't affect the quality of results. It’s crucial you know how to build a strategy around these parameters.
Join us as we review what’s currently working in the world of link building, and how you can develop a winning content and link building strategy in 2024.
You’ll learn:
Top strategies for guest posting, resource link building, digital PR, and more.
The tactics & strategies to avoid when building links.
Creating a future-proof approach to link building for your business.
With Michael Johnson, we’ll review what he and his team have learned in the first part of 2024, along with what's working for their clients.
If you’re looking for an approach for consistent link acquisition that you can use to earn quality backlinks, then this webinar is for you.
Beyond Silos: How Holistic B2B Digital Strategy Drives PipelineSearch Engine Journal
Imagine you're rowing crew. If even one person rows in the wrong direction, the boat turns in circles.
Your B2B go-to-market is the same way.
Watch to discover how to craft a compelling brand and PMF, as we walk through the critical infrastructure you need, and the reliances and dependences of the core digital marketing disciplines.
You’ll hear:
- Why traditional marketing silos are doomed to fail (now more than ever).
- How to identify your silos and plug your biggest leaks.
- How to successfully integrate brand strategy, digital infrastructure, and pipeline generation.
With Ben Childs and Jordan Gibson, we’ll explore why having a cohesive brand, infrastructure, and pipeline generation effort are critical to success in your business.
If you’re wondering how to create a holistic strategy that avoids the pitfalls of silos and poor content while still driving revenue, then this webinar is for you.
It’s never been easier to get your Google Shopping Ads campaigns up and running…but there’s also never been this much competition.
So how can you ensure you’re maximizing ROI on your ad spend?
Let us help.
Watch this panel discussion tailored for retailers and brands eager to elevate their ecommerce strategy through Google Shopping Ads. You’ll hear the ways to craft compelling product listings using Google Merchant Center Next, strategically bid on keywords, and leverage audience targeting to reach the right customers at the right time.
We’ll show you:
- How to reduce costs while maximizing ROI using the entire Google Ads ecosystem.
- The ways to target new shoppers with keyword bidding while maintaining engagement with your current audience.
- How to set up Google Shopping feeds flawlessly with Google Merchant Center Next.
In this engaging session, Bryan Butler, Joshua Young, and Ben Riggle will unpack the ways to create powerful product listings and measure your success using best-in-class metrics.
If you’re an ecommerce brand or retailer using Google Shopping Ads, you won’t want to miss this discussion.
Google 3rd-Party Cookie Deprecation [Update] + 5 Best StrategiesSearch Engine Journal
The countdown to the end of third-party cookies has begun in Google Chrome, and the impact will be big for those reliant on them for data collection.
Are you ready?
Check out the experts from CallRail and Workshop Digital as we dive into the impending changes driven by Google Chrome's upcoming phase-out, and how you can navigate the challenges of a post-third-party cookie world.
You’ll learn:
- What the death of third-party cookies means for your current marketing strategies.
- What marketers should be doing to prepare for these changes.
- Strategies for success and the importance of utilizing marketing tools with zero- or first-party cookie collection.
Watch Ryan Johnson and Andrew Miller as they explore the differences between third- and first-party cookies, analyze the profound implications of this transition for marketers, and introduce innovative solutions and strategies for what you should do next.
If you’re reliant on third-party data and want to unlock the secrets to navigating a world without third-party cookies, then this webinar is for you.
Stay ahead of the game with the best marketing tools and ensure your tactics are primed for success in this new era of digital marketing.
Do More with Less: Navigating Customer Acquisition Challenges for Today's Ent...Search Engine Journal
In today's rapidly evolving digital landscape, businesses face unique challenges in acquiring customers and expanding their digital footprint. From limited resources and intense competition to lack of insights, navigating this terrain requires innovative acquisition strategies.
Check out this exclusive webinar, where we will delve into a two-pronged strategy of driving campaign efficiencies while laying the foundation for long-term success.
You’ll learn expert tips for:
- Driving efficiency in paid media campaigns.
- Working towards long-term success.
- Leveraging cross-channel strategies.
Integrating CRO with Paid channels to deliver optimum results.
With Tim Murphy and Susovan Ray, we’ll explore a scalable and sustainable acquisition framework to support long-term growth objectives.
Whether you're a marketing leader seeking practical strategies or a performance marketer looking to enhance your company's digital presence, this webinar will equip you with insights needed to break through barriers and achieve success in digital acquisition.
Looking to build a PPC strategy that will increase your leads up to 3 times in 2024?
Check out this webinar as we unlock the secret to Redesign's time-tested Google Ads strategies that have skyrocketed their lead gen strategy. You’ll get the keys to success for lead gen mastery based on their launch process, keyword selection, ad copy and more.
Chris Sosnowski of Redesign will show you bidding strategies, along with critical mistakes to avoid, so you can propel your paid strategies to success.
You’ll learn:
- An A-Z successful lead generation strategy based on proven case studies.
- The major pitfalls in lead generation, and what you should do instead.
- How to navigate Google's recommendations, and separate the good from the bad.
Chris will also share examples of how Redesign has turned underperforming accounts into success stories, and how you can do the same with your business.
You’ll hear firsthand accounts of how Redesign has supercharged the impact of home service contractors using their PPC blueprint, along with ways you can apply it to your 2024 strategy.
Content Marketing: How To Find The True Value Of Your Marketing FunnelSearch Engine Journal
Understanding the impact of your content at every touchpoint of the customer journey is essential – but that’s easier said than done. From attracting potential leads to nurturing them into loyal customers, there are many touchpoints to look into.
So how do you identify and take advantage of these opportunities for growth?
Watch this webinar as we explore a comprehensive approach for measuring the value of your content initiatives, so you can optimize resource allocation for maximum impact.
You’ll learn:
- Fresh methods for measuring your content's impact.
- Fascinating insights using first-touch attribution, and how it differs from the usual last-touch perspective.
- Ways to persuade decision-makers to invest in more content by showcasing its value convincingly.
With Bill Franklin and Oliver Tani of DAC Group, we'll unravel the nuances of attribution modeling, emphasizing the significance of layering first-touch and last-touch attribution within your measurement strategy.
You’ll also get insights to help you craft compelling content tailored to each stage, using an approach rooted in first-hand experience to ensure your content resonates.
Whether you're a seasoned marketer or new to content measurement, this webinar promises valuable insights and actionable tactics to elevate your SEO game and optimize your content initiatives for success.
Your website’s technical health is crucial to its overall performance – not only to succeed in SEO but also to drive more user engagement, conversions, and ultimately, revenue.
Check out this webinar as we discuss the key areas of website health you need to focus on in 2024, and provide actionable tips for how to get the right platforms and processes in place to improve all your key site health metrics.
You'll learn:
- Why SEOs and website managers need to expand their view beyond content and keywords for maximum business results.
- Tips for improving your website's technical health (including crawlability, indexability, site speed, accessibility and more).
- How to build streamlined connected website health workflows to align your team and resolve issues faster.
With Richard Barrett and Matt Ford of Lumar, we’ll dive into ways to enable faster fixes and cause less stress for everyone involved.
With these tips, you’ll come away with ways to improve efficiency and efficacy, streamlining your website health improvement processes and ensuring every member of your team is on the same page.
With all of the updates to Google’s SERP features, it can be a challenge to know which strategies can keep you visible in the midst of recent developments.
Let us help.
Join us for a deep dive into all things SERP features, what they are, and why they’re important. We’ll also show you how you can snag some for your own business.
STAT’s Senior Search Scientist, Tom Capper, will show you all you need to know to craft an end-to-end strategy, with the latest research on SERP features in 2024, including how frequently each is appearing, and how much visibility each is driving, with comparative analysis across device type and geographic market.
We’ll show you:
- An overview of SERP features: what they are, why they’re important, and what’s new.
- How the top 5 SERP features stack up with fresh data on prevalence and share of voice.
- How to craft your own tailor-made SERP feature strategy to win visibility.
You’ll come away knowing how to uncover strategic SERP feature insights in your space for content, competitive research, and on-page optimizations, in order to boost your organic presence.
Ready to learn how to incorporate a more robust approach to SERP features into your SEO strategy? Check out this webinar!
In 2023, Google delivered several impactful algorithm updates that have changed the SEO landscape.
It’s time to adapt your 2024 strategy to account for these drastic changes.
Watch this webinar for an in-depth, actionable recap of the need-to-know Google updates from 2023, along with key predictions for 2024. You'll walk away with a crystal clear understanding of Google's focus and where it's headed, plus actionable tips to drive more qualified organic traffic in 2024.
You’ll also learn:
- The top Google updates from 2023, including core updates and the Helpful Content Update.
- Predictions on Google’s core areas of focus in 2024, and how they impact your strategy.
- Proven insights on how to align your SEO efforts for greater visibility and increased organic traffic.
With Spencer Stein, Strategic Account Director at Conductor, and Nick Gallagher, SEO Team Lead at Conductor, we’ll dive into all the major updates of 2023, crafting strategic insights to boost your SEO success in the year ahead.
If you’re looking to achieve SEO success in a changing landscape, buckle up for this high-value webinar.
Not sure what to focus on to improve your website's rankings? Wondering which tactics can lead to quick SEO wins?
Instead of optimizing 800+ meta descriptions and calling it a day, there are easy ways you can win the heart of your clients and save time doing it.
Check this webinar for an exclusive demonstration from Ahrefs, as they show you 10 quick optimization wins, and how you can achieve them using their tools.
You’ll learn:
- How to monitor content decay and take action.
- How to uncover content opportunities and gaps between you and your competitors.
- How to boost your rankings with internal linking and other link building tactics.
- How you can prioritize technical issues and resolve critical issues quickly.
Andrei Țiț, Product Marketer at Ahrefs will show you how you can prioritize the SEO tasks with the highest impact, and how Ahrefs can help complete them within seconds.
Watch and discover 10 quick and easy SEO wins to boost your site’s rankings.
How An Enterprise Digital PR Firm Earns 100’s Of Links In 30 DaysSearch Engine Journal
Struggling to earn links from journalists and the press?
Digital PR for SEO has quickly become an alternative to traditional link building. However, earning links from the press can be a challenge creatively.
That’s where we come in.
Watch this as we explore how to scale the very time-consuming and complicated process of earning links from digital PR, with proven case studies showing how you can earn hundreds of links in 30 days.
You’ll learn:
- The process and tools to earn press links in just 30 days.
- A scalable process to gather data to enhance journalist storylines.
- How to combine data and expert commentary for the press.
Kevin Rowe, Founder and Head of Strategy at PureLinq, will give away the process his firm has used to secure hundreds of meaningful links and mentions on top-tier domains using data-driven digital PR, with proven examples.
Kevin’s firm has systematized a scalable process for data-driven digital PR for SEO, and now he wants to share it with you.
Discover how to earn quality links through a strong digital PR presence.
The world of search has seen massive change recently. Whether you’re still in the planning stages for this year or underway with your 2024 strategy, you need to know the new SEO trends to stay ahead of seismic search industry shifts.
It’s time to chart a course for SEO success in this changing landscape.
Check out this webinar as we explore exclusive survey data from today’s top SEO professionals and digital marketers to inform your strategy this year. You’ll also learn how to navigate SEO in the era of AI, and how to gain an advantage with these new tools.
You’ll also learn:
- The top SEO priorities and challenges for 2024.
- The role of AI in SEO – how to get ahead of the anticipated disruption of SGE and AI overall, plus SGE-specific SEO priorities.
- Winning SEO resourcing strategies and reporting insights to fuel success.
With Shannon Vize, Conductor’s Sr. Content Marketing Manager, and Ryan Maloney, Conductor’s SEO Success Manager, we’ll take a deep dive into the top trends, priorities, and challenges shaping the future of SEO.
Watch and discover timely insights and unlock new SEO growth potential in 2024.
Building a successful agency can be a daunting task in today’s ever-evolving space. Do you know the secrets to succeeding with yours?
Check out this informative webinar, as link building expert Jon Ball will reveal the closely guarded secrets that have propelled Page One Power to become a highly successful $10 million agency.
We’ll show you:
- The foundational principles on which to build your business to succeed.
- The importance of delegation, market positioning, and staffing.
- More proven lessons learned from 14 years of experience.
With Jon, we’ll provide you with actionable insights that you can use to take your business to the next level, using foundational principles that have contributed to Page One Power's success.
If you’re looking to establish yourself as a successful entrepreneur or grow your agency in the constantly evolving world of SEO, this webinar is for you.
Learn the secrets of establishing a thriving agency in an increasingly competitive SEO space.
2023 Google Algorithms & SEO's Future: Powerful Predictions For 2024Search Engine Journal
From Google’s Search Generative Experience (SGE) to ranking factor changes and other impactful events, the world of SEO has seen plenty of change in 2023.
With all of these changes, you need to stay ahead to keep your website performing at a high level next year.
Check this out and explore the major algorithm updates, shifts in what are (and aren’t) ranking factors, and other impactful SEO events from 2023. We'll also reveal our top predictions for the key SEO trends, challenges, and opportunities coming in 2024.
You’ll learn:
- The most important SEO updates from 2023, and what they mean for the future of SEO.
- How to prepare and protect your rankings and SEO strategy to align with new search engine updates like SGE.
- Actionable predictions for featured snippets, voice search, and more in the coming year.
In this info-packed webinar hosted by Pat Reinhart, Conductor’s leading SEO expert, we’ll explore how you can align your 2024 strategy based on the most significant SEO trends, updates, and challenges from 2023.
Register and learn the keys to staying ahead of the curve in 2024.
SaaS Marketing: Expert Paid Media Tips Backed By $150M In Ad SpendSearch Engine Journal
In the face of growing challenges with customer acquisition, it’s important to know where to focus your ad spend.
Do you know how to optimize for lower customer acquisition costs and pipeline growth that keeps your sales team busy and your CFO happy?
Watch and learn a unique methodology for growth that has driven massive revenue at a lower cost for hundreds of SaaS brands. We’ll dive into case studies backed by real data from over $150 million in SaaS ad spend per year.
You’ll learn:
- Why leveraging first-party data rather than third-party data is key for success.
- Ways to compare channel level performance using the Customer Lifetime Value to Customer Acquisition Cost (LTV:CAC) formula.
- Strategies for growing pipeline revenue that identify and emotionally connect with your exact persona at your ideal account.
With Garrett Mehrguth, co-founder and Chief Executive Officer of Directive, we’ll explore how to use financial modeling using LTV:CAC formulas across your channels for better budget allocation that your CFO will love.
Register and get expert tips and proven strategies for hitting your growth goals next year.
Drops in Google rankings are common and can be caused by a variety of factors. To recover from a sudden drop:
Scope the impact by identifying which queries and pages were affected to find patterns; review recent website changes like technical issues, content changes, or internal link structure updates; catch up on recent Google algorithm updates; consider changes to the Google search engine results page layout; explore shifts in search intent or user behavior; and keep track of new emerging competitors. The first step is to verify a drop actually occurred using analytics and Google Search Console before determining a recovery plan.
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Amsive
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
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
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organization
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!
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"
Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement.
Key Takeaways:
1. Effective techniques to increase your brand's visibility across various online platforms.
2. Strategies for optimizing social media profiles and content to maximize reach and engagement.
3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.
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
AI Best Practices for Marketing HUG June 2024Amanda Farrell
During this presentation, the Nextiny marketing team reviews best practices when adopting generative AI into content creation. Join our HUG community to register for more events https://events.hubspot.com/sarasota/
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
How to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdfSimpleMoneyMaker
Discover the power of affiliate marketing with ChatGPT! This comprehensive guide takes you through the process of starting and scaling your affiliate marketing business using the latest AI technology. Learn how to leverage ChatGPT to generate content ideas, create engaging articles, and connect with your audience through personalized interactions. From building your strategy and optimizing conversions to analyzing performance and staying updated with industry trends, this eBook provides everything you need to know to succeed in affiliate marketing. Whether you're a beginner looking to start your online business or an experienced marketer wanting to take your efforts to the next level, this guide is your roadmap to success in the world of affiliate marketing.
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptxGiorgio Chiesa
This presentation is recommended for those who want to know more about SEO. It explains the main theoretical and practical aspects that influence the positioning of websites in search engines.
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.
Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website.
Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts!
Key takeaways:
1. The growth potential of reaching customers in their native language
2. Tips to streamline translation with software and integrations to your tech stack
3. Success stories from companies that have increased lead generation, doubled revenue, and more with translation
33. #SEJSummit
@erinever
And people they don’t even know
• 79% of consumers trust online
as much as personal
recommendations
• 90% of customers say online
reviews influence their buying
decisions
• Reviews can produce, on
average, an 18% increase in
sales
Photo Credit: Provided by the speaker
36. #SEJSummit
@erinever
Photo Credit: Provided by the speaker
“You can make
more friends in two
months by
becoming
interested in other
people than you
can in two years
by trying to get
other people
interested in you.”
-Dale Carnegie
We don’t know how to be entertained by one thing at a time now. We’re constant consumers of content and that’s made it harder for us marketers. Users have more control over when, where and how they consumer content. They can even choose not to be advertised to. We have access to content on our own terms. And we like it, and we’re not going to give it up.
Now, we’re not just competing with other marketers and advertisers.
We’re competing with things that have never historically been competition. Video games. Social media. News. Text messages. Snap chats.
Sometimes we’re even competing against ourselves with other types of our own content on our other media channels.
We’re not competing for media placement anymore. We’re competing for attention, and frankly that’s an even scarier competition.
It also doesn’t make it any easier since no one gives marketers any credit right? I wish my job was just liquor and guessing. It would be a hell of a lot of more fun.
But the problem persists because non-marketers over simplify the shopping experience.
I wanted a vaccuum for Christmas, which is by far the saddest thing…..
It also doesn’t make it any easier since no one gives marketers any credit right? I wish my job was just liquor and guessing. It would be a hell of a lot of more fun.
But the problem persists because non-marketers over simplify the shopping experience.
That’s when a Roombo commercial came on Hulu while I was watching Jimmy Fallon one night and I was looking at my dog-hair invested carpet that I swore up and down to myself that I had just vacuumed last week. Yup, it was time: I needed a new vaccuum.
Saw the ad of what you were binge watching on Hulu. Rumba ad comes up. Lots of different ways of getting to the same purchase place.
So what did I do? I went to Google, but I didn’t search “vacuums.” I don’t want just a vacuum, I want the best vacuum. So I scroll a little bit, see what’s interesting, oh hey I like this one let’s see what happens.
And I did read that article. But I also ready no less than 4 other source on vacuums because my journalism professors taught me better than to just trust one source: I needed to validate their data.
And I got a group text and got distracted
OK back to Reddit. And that’s a place where one can seriously get lost. I looked at three different forums, from everything to an AMA about a vacuum repair technician to the frugal subreddit because I’m always looking for a good deal.
I then looked at 11 different websites where I could have purchased a vacuum. And that’s not even including the 10 or so sites and forums I read before I even got to what/where I could buy said vacuum.
There is no such thing as a linear path to purchase anymore because users are influenced at any time of day by any particular medium that triggers something in their pyshce of “hey I need that.” It’s not just a second screen we’re battling. It’s a second, third and fourth screen and that has a tremendous impact on the way we market to customers and the way we leverage our channels.
Multichannel – everyone is competing against each other in their own swim lanes. No mixing.
Omnichannel is a giant pool party. Your channels aren’t going off and doing their own thing and never interacting with one another. They’re all mixed in together having a great time, each doing its own part to dissimeninate its message and reach the customer at the right part in the customer journey.
And so if we stop thinking about channels in silos, we have to stop thinking about customers just in demographics. They’re not segments based on the device that they’re using, their age, their HHI. We have to think about marketing to customers based on what they need at that moment because customers interests and behaviors are going to constantly change.
We have to stop thinking about our users defined as segments based on their device type and demographic and have to start thinking about them as it relates to what are they seeking for at that moment. We’re not static consumers; interests and behaviors are going to constantly change and messaging should try, as much as possible, to do that too.
People live in so many different segments based on the time of day, where they are and what device they’re using. These are the moments that people are living in
When I’m looking at vacuums at work, I’m looking at them as competitive research. When I went home, I was looking to buy one.
We know that we should switch our content messaging based on the big milestones of our consumers (they move, get a new job, get married, etc.) But what about when those same consumers move from the office to the gym? Or when they switch from reading about vacuums from a competitive level to reading about vacuums because they want to buy one.
Demographics don’t tell the whole story.
For one, you have to appeal to things beyond a customer’s sense of logic. When users become consumers, meaning when users start shopping for things beyond what they need for basic survival (food, water, education, shelter), they want things that make them look smart, look better, looking more powerful and they make purchasing decisions based on other organs of their body.
IPA dataBANK – 1400 case studies of successful advertising campaigns over 3 decades and those campaigns with emotional content performed twice as well as those with only rational content.
People feel first and think second. We can be swayed to make decisions, including purchasing decisions, without our conscious knowledge because we can process sensory information without cognitive processing. We can literally be “felt” to make a decision without even thinking about it because that part of our brain processes emotions 5X faster than our cognitive brain takes that same type of information.
The things are primal within us; we’ll always be wired to pay attention to our emotions and react accordingly.
Can you guys guess what emotion triggers the most social sharing?
It’s happiness. The more positive your content is, the more positive your messaging it is, the more likely it is to be shared.
And Ben and Jerry’s executed on creating content against this emotion flawlessly with their Capture Euphoria campaign.
Who remembers this? The Budweiser Lost Dog commercial last super bowl. When you feel sadness, you produce particular neurochemicals that promotes connection and empathy. There’s a reason marketers use puppies, like this one, in their content because you immediately establish a connection with that brand; you immediately establish trust in that brand, and it’s all subconscious.
I love this scene in Scrooged (which sidenote: Top 3 best Bill Murray movies ever. If you disagree, meet me out back and we’ll battle). But I love this scene in Scrooged when they’re talking about an ad for the live performance of A Christmas Carol and one employee makes the terrible mistake of saying “we don’t need to do much with advertising. The people already want to to watch show.”
Fear Marketing.
Legitimizing with authority/experts. Establish and back up your reputation
This same idea applies to the power of social influence too. There is a great TED talk from 2013 from Alex Laskey about how he used this power of social influencer to get people to save energy by a simple message: “Your neighbors are doing better than you.”
How can you take that same principle and apply it to the content you’re producing for your SEO efforts?
Dale Carneigie – How to Win Friends & Influence People
Benefits over features. Take the time to do consumer research to understand what they want to know and then create that content.
Reciprocity (tips up 3% when waiters gave them an after-dinner mint and said it was specifically for them.”) Go into anything with their interests in mind. Not yours.
That same principle applies to when you’re pitching SEO strategies to clients, bosses or other peers.
Not just relying on your team. Relaying on other people to help you do your job and you’re essential marketing SEO within the entire organization just as much as you’re markeitng your content our to your users.
Frame things in a positive light. “200 people will die” vs “400 people will be saved” – FIND AN SEO EXAMPLE (traffic decrease if we won’t do this vs traffic increase if we do do this)
Why are we just talking about SEO as a singular unit? We know that SEO doesn’t exist in a vacuum yet we’re still reporting and analyzing it that way. It’s the “not my job” phenomon, where you silo yourself because “you’re not responsible for what’s happening outside of the organic channel.” And that’s crap. Because it is your job. Because if SEO isn’t driving revenue, and if you’re not showing that SEO is driving demand, you’re not going to have a job. Saying SEO accounted for $20K in revenue is one thing, but saying that I was 45% of the total demand paints a much better picture for the executive.
The amount of data we have available to us as SEOs is astonishing. We have more actionable proof that what we’re doing drives more traffic, engagement and revenue than most marketing channels out there. Entries, visits, instances, page views, bounce rate, exit rate, pathing, conversion rate, AOV, revenue — each is important in their own regard, as they each tell a slightly different story. But the problem is we have so many metrics available that we’re drowning in it. This is enough to make my head swim. But reporting on all of these won’t do you any good. Bonce rate, conversion rate, entrances, exists, user feedback, form completion rate.
The problem is that we have no idea what to do with it, so we end up reporting on every number available. Just because you have the numbers doesn’t mean you have to use them.
SEO shouldn’t have the same success metrics as paid search. And online metrics certainly don’t live in a bubble.