Darren Selberg, Analytics Director at Three Deep Marketing, presents on how proper Google tool integration and use of advanced segments in Google Analytics can help search markets dive deeply into meaningful, goal oriented metrics.
Dan Antonson, Lead Analyst for SMC Pros, presents on how crucial tagging websites is for tracking goals, on page events, and understanding how customers interact with site content.
We’ve heard it all before: “Right User. Right Time. Right Message.”
In a world of automation in the PPC landscape, it seems that marketers can lose control of their ad messaging if they’re not careful. Learn how to navigate ad formats such as RSAs and other responsive formats, create winning ad copy that resonates and “test” ads in today’s world.
As automation opportunities expand and creative needs grow, this is sure to be one presentation you don’t want to miss! So join us on Wednesday, September 25th, at Rocket55 in Northeast Minneapolis to hear Brooke Osmundson of NordicClick Interactive give the skinny on all the above!
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The document outlines Jenny Halasz's presentation on the next frontier of SEO and analytics. The presentation agenda includes considering search engine results pages, predicting changes, opportunities in voice search, developing a data-driven plan, and using the KICC Method to understand user intent. The KICC Method is a four-step approach involving keyword mapping, intention analysis, click-through rate optimization, and content gap analysis. Halasz also discusses the importance of understanding what the user "wants" from a query and focusing on the customer rather than just the product. The goal of the presentation is to help attendees optimize their SEO and analytics using techniques like intention analysis, CTR optimization, and identifying new content opportunities.
Will Scott, CEO of Search Influence, gave a presentation on how local businesses can build their brand through PR, social media, and local engagement. He discussed how brands create trust, credibility and recognition. He provided examples of small, local brands that have successfully built their brand identity through consistent messaging, audience engagement, online reviews, and influencer marketing. Scott also presented case studies of how Tulane University's School of Professional Advancement used PR and content marketing tactics to build awareness of its career-focused programs for adults and veterans.
These days, almost all discussion of local search revolves around GMB. However, this is a concept that needs to change. As more searches crave more local results, Google will continue to deliver those across its platform. How do you increase your search market share beyond GMB? And just what do you do with GMB after you have exhausted your options?
Creating a successful content strategy is really hard. Competition is growing and Google continuously refines its understanding of relevance and authority.
Blogs are the wrong approach to tackle that challenge. Instead, I want to propose Microsites as a vehicle.
In this presentation, I’m using examples from Atlassian, G2, Backlinko, and others to show how Microsites 2.0 are being built, why they’re the better framework and how you can set them up for yourself.
Dan Antonson, Lead Analyst for SMC Pros, presents on how crucial tagging websites is for tracking goals, on page events, and understanding how customers interact with site content.
We’ve heard it all before: “Right User. Right Time. Right Message.”
In a world of automation in the PPC landscape, it seems that marketers can lose control of their ad messaging if they’re not careful. Learn how to navigate ad formats such as RSAs and other responsive formats, create winning ad copy that resonates and “test” ads in today’s world.
As automation opportunities expand and creative needs grow, this is sure to be one presentation you don’t want to miss! So join us on Wednesday, September 25th, at Rocket55 in Northeast Minneapolis to hear Brooke Osmundson of NordicClick Interactive give the skinny on all the above!
Let’s face it, you’ve been cranking content out for years and the majority of it isn’t successful. Learn how The Motley Fool’s Alli Berry has been applying the principles of the popular KonMari Method™ to allow their best web pages to flourish by pruning unsuccessful content. In this session, you will learn a systematic way to uncover and improve your best performing content, find “too similar” pages that are cannibalizing your efforts, and develop a redirect strategy that will lead to organic growth.
The document outlines Jenny Halasz's presentation on the next frontier of SEO and analytics. The presentation agenda includes considering search engine results pages, predicting changes, opportunities in voice search, developing a data-driven plan, and using the KICC Method to understand user intent. The KICC Method is a four-step approach involving keyword mapping, intention analysis, click-through rate optimization, and content gap analysis. Halasz also discusses the importance of understanding what the user "wants" from a query and focusing on the customer rather than just the product. The goal of the presentation is to help attendees optimize their SEO and analytics using techniques like intention analysis, CTR optimization, and identifying new content opportunities.
Will Scott, CEO of Search Influence, gave a presentation on how local businesses can build their brand through PR, social media, and local engagement. He discussed how brands create trust, credibility and recognition. He provided examples of small, local brands that have successfully built their brand identity through consistent messaging, audience engagement, online reviews, and influencer marketing. Scott also presented case studies of how Tulane University's School of Professional Advancement used PR and content marketing tactics to build awareness of its career-focused programs for adults and veterans.
These days, almost all discussion of local search revolves around GMB. However, this is a concept that needs to change. As more searches crave more local results, Google will continue to deliver those across its platform. How do you increase your search market share beyond GMB? And just what do you do with GMB after you have exhausted your options?
Creating a successful content strategy is really hard. Competition is growing and Google continuously refines its understanding of relevance and authority.
Blogs are the wrong approach to tackle that challenge. Instead, I want to propose Microsites as a vehicle.
In this presentation, I’m using examples from Atlassian, G2, Backlinko, and others to show how Microsites 2.0 are being built, why they’re the better framework and how you can set them up for yourself.
Search engines have spent years telling marketers to just focus on "making great content," but what does that truly mean to a robot? When you dig into Information Retrieval, the Computer Science behind search engines, it becomes clear that there is a specific statistical expectation that drives the understanding of what content is relevant for which queries.
In this talk, Mike King will be discussing the text analysis concepts behind how content is processed and how we as marketers can harness it to develop more optimized content.
Telling clients everything is going great? Best! Spending hours downloading CSV files and taking screenshots? Worst! Going over that report you spent hours on and realizing that no one understands it but you? The absolute worst!
In this talk, you'll learn how to make better reports — including automation, design, and goal setting.
Cindy Krum is the Chief Executive Officer of MobileMoxie, LLC (Previously Rank-Mobile LLC), which launched in 2008. For the past 10 years, she has been bringing fresh and creative ideas to her clients, regularly speaking at national and international trade events about mobile web marketing, mobile SEO and app SEO. Her company launched the first mobile-focused SEO toolset and APIs to help other SEO tools provide better insights into the mobile market and use-case.
In-Market and Affinity Audiences. Customer Match. Custom Intent. Demographic targeting. Google’s catalog of audience targeting options has exploded over the past couple of years.
In this talk, we will cover how to make Google Ads’ ever-growing audience targeting options work for you on a layer-by-layer basis. Attendees will be given strategies for simple tests that can be rolled out right away, to campaign overhauls through data analysis and audience discovery. We will introduce new ideas for new audience layers including remarketing and customer match approaches.
We will discuss some examples of tests gone wrong, such as the common problem of limiting audiences so severely that they halt spend altogether. And we will discuss how to overcome these key pitfalls for those who are just starting to use Google audience targeting in earnest across their search ad campaigns.
This document provides an overview of paid search advertising options across Amazon, Google, and Microsoft. It discusses how each platform has rebranded and expanded their advertising offerings in recent years. Key points covered include Amazon's DSP and various ad formats, Google's Shopping Actions and Express, and Microsoft Advertising's co-op bidding and expanded capabilities beyond search. The document recommends that marketers diversify across channels, learn more about each platform's transaction features, and ensure quality product data to take advantage of emerging paid search opportunities.
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Advances in machine learning are responsible for ever-more automated campaign management from Google in the form of close variants, smart bidding, smart campaigns, similar audiences, etc. Do these automations really drive better results? How can PPC managers leverage this free technology to free up time to work on new things? And what are the best new things to focus on to drive exponential growth? Join Fred Vallaeys to learn more about free automation tools you can start using today to become a PPC rockstar.
Google Data Studio is a great way to create compelling data visualizations...for free! And Google Sheets is a powerful free tool that many search marketers swear by. Individually they are awesome tools that can help you communicate your value to stake holders. But when you add Supermetrics to the mix you've created a data visualization powerhouse. I'll show you how to put these three tools together to prove your value.
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Screaming Frog scrapes a lot of critical information by default; page titles, H1 elements, canonical tags, etc. But what if you want to pull other data points into your site crawls? With Custom Extraction, you can program Screaming Frog to scrape just about any information you want. Once you get a handle on how to use it, you can conduct more advanced site crawls and analysis.
Getting the attention of someone that’s never heard of your brand before gets more and more difficult every year. Securing influential advocates to link and share is critical to both top of funnel awareness and conversion-driving trust. But counting on free samples and demos won’t be enough to entice influencers to shout your praises. You are going to have to market the value of a business partnership to them just like you are marketing your product/service to your customers.
The value of storytelling for marketing has been all but evangelized in recent years, and for good reason. A well-crafted story has the ability to clearly convey a message, motivate emotion in a buyer, and even build loyal relationships to a brand. But how do you actually create a storytelling campaign from beginning to end? How do you incorporate it into blogs, emails, and brief social media posts. This talk will discuss the steps you need to take to find the right idea, put it to the keyboard, and create your campaign from beginning to end.
In the fast-paced world of Facebook advertising, cutting edge is king, and the marketplace is rife with people selling silver bullets. Savvy marketers know they can’t lazily rely on a conversion campaign to get it done for them any longer: higher-funnel awareness, ongoing engagement and good ol’ fashioned brand building are key to kicking ass.
In this session Joy Hawkins and Darren Shaw will take a deep dive into some of the changes that have happened in the last year for local search. They’ll highlight 6 of the most-talked-about changes and tell you what you need to know to stay ahead in your Local SEO strategy. They’ll answer questions such as does this change impact my visibility on Google? Does this new feature Google launched impact my ranking? Does this change impact the strategy you should be using regularly when approaching SEO?
Learn about the different things you can and cannot automate in SEO, saving you time and enabling more advanced work. Discover free tools, such as KNIME, and learn how to use them to begin your automation efforts. Finally, learn what an API is and how it can help you and your SEO work
SEO has always sat at the intersection between being a science and an art. We all love to try out new ideas and try to understand what makes the search engines tick, but it can be frustrating to have to cut through the guesswork and speculation just to figure out what Google really wants from us. Even worse, we still find ourselves making SEO changes, seeing uplifts, but then not knowing which changes actually had any impact.
Fortunately, new software and better technologies now make it possible to run proper SEO-focused tests and, for the first time, actually measure the impact that each SEO change has on our site. Rob will share these techniques, discuss some of the experiments that Distilled has been running, reveal the unexpected things they’ve learned along the way, and share how you can start running experiments yourself.
Learn best practices and advanced optimization tips for In-Market Audiences, as well as Custom audiences in this actionable, tactical session from Microsoft’s Purna Virji.
Beyond optimization tips, she’ll go into detail about MSFT’s brand spanking new Microsoft Audience Network that just launched on May 3rd.
Max Prin gave a presentation on technical SEO tactics for the current mobile landscape. Some of the key points discussed included:
- It is important to optimize sites for mobile-first indexing as mobile searches now surpass desktop searches and Google is slowly rolling out mobile-first indexing.
- Page speed is a very important ranking factor for mobile users. Sites need to be optimized for speed by compressing images, leveraging caching, and using technologies like HTTP/2.
- Accelerated Mobile Pages (AMP) can provide very fast loading speeds through features like prerendering and caching in the AMP Cache. AMP content is prominently featured in mobile search results and can increase clicks and conversions.
Yep, it’s 2018 and we’re still talking about links. Looking at old tactics & new ones, we’ll look at scalable ways to acquire quality links and how we can better make a business case for our efforts in our overall SEO strategy.
We pick the keywords we want (out of volume or vanity) with little regard to searchers, assuming there will always be organic and paid opportunity on every SERP. As Google throws it’s machines at understanding intent, the shape of opportunity is changing dramatically.
Discover how to understand intent using SERP features, how features impact CTR, map intent to the buyer funnel, and find keywords with the most opportunity.
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Search engines have spent years telling marketers to just focus on "making great content," but what does that truly mean to a robot? When you dig into Information Retrieval, the Computer Science behind search engines, it becomes clear that there is a specific statistical expectation that drives the understanding of what content is relevant for which queries.
In this talk, Mike King will be discussing the text analysis concepts behind how content is processed and how we as marketers can harness it to develop more optimized content.
Telling clients everything is going great? Best! Spending hours downloading CSV files and taking screenshots? Worst! Going over that report you spent hours on and realizing that no one understands it but you? The absolute worst!
In this talk, you'll learn how to make better reports — including automation, design, and goal setting.
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In-Market and Affinity Audiences. Customer Match. Custom Intent. Demographic targeting. Google’s catalog of audience targeting options has exploded over the past couple of years.
In this talk, we will cover how to make Google Ads’ ever-growing audience targeting options work for you on a layer-by-layer basis. Attendees will be given strategies for simple tests that can be rolled out right away, to campaign overhauls through data analysis and audience discovery. We will introduce new ideas for new audience layers including remarketing and customer match approaches.
We will discuss some examples of tests gone wrong, such as the common problem of limiting audiences so severely that they halt spend altogether. And we will discuss how to overcome these key pitfalls for those who are just starting to use Google audience targeting in earnest across their search ad campaigns.
This document provides an overview of paid search advertising options across Amazon, Google, and Microsoft. It discusses how each platform has rebranded and expanded their advertising offerings in recent years. Key points covered include Amazon's DSP and various ad formats, Google's Shopping Actions and Express, and Microsoft Advertising's co-op bidding and expanded capabilities beyond search. The document recommends that marketers diversify across channels, learn more about each platform's transaction features, and ensure quality product data to take advantage of emerging paid search opportunities.
LinkedIn Ads features, hands-down, the best B2B targeting on the planet. It’s also unapologetically expensive, meaning that any mistake becomes an expensive one. Join AJ Wilcox, LinkedIn Ads expert and founder of B2Linked.com, as he walks you through advanced strategies that you can use today to get the most out of your LinkedIn Ads campaigns. We’ll focus on achieving scale and performance while minimizing costs. Using these strategies, you’ll become the marketer whom the sales team worships!
Advances in machine learning are responsible for ever-more automated campaign management from Google in the form of close variants, smart bidding, smart campaigns, similar audiences, etc. Do these automations really drive better results? How can PPC managers leverage this free technology to free up time to work on new things? And what are the best new things to focus on to drive exponential growth? Join Fred Vallaeys to learn more about free automation tools you can start using today to become a PPC rockstar.
Google Data Studio is a great way to create compelling data visualizations...for free! And Google Sheets is a powerful free tool that many search marketers swear by. Individually they are awesome tools that can help you communicate your value to stake holders. But when you add Supermetrics to the mix you've created a data visualization powerhouse. I'll show you how to put these three tools together to prove your value.
Keyword research is imperative when writing any type of content on your site or for your clients. With so many tools out there, learn what some of the best tools are there in the market and how to utilize key features from each of them from Ahrefs to Google Keyword Planner and more.
Screaming Frog scrapes a lot of critical information by default; page titles, H1 elements, canonical tags, etc. But what if you want to pull other data points into your site crawls? With Custom Extraction, you can program Screaming Frog to scrape just about any information you want. Once you get a handle on how to use it, you can conduct more advanced site crawls and analysis.
Getting the attention of someone that’s never heard of your brand before gets more and more difficult every year. Securing influential advocates to link and share is critical to both top of funnel awareness and conversion-driving trust. But counting on free samples and demos won’t be enough to entice influencers to shout your praises. You are going to have to market the value of a business partnership to them just like you are marketing your product/service to your customers.
The value of storytelling for marketing has been all but evangelized in recent years, and for good reason. A well-crafted story has the ability to clearly convey a message, motivate emotion in a buyer, and even build loyal relationships to a brand. But how do you actually create a storytelling campaign from beginning to end? How do you incorporate it into blogs, emails, and brief social media posts. This talk will discuss the steps you need to take to find the right idea, put it to the keyboard, and create your campaign from beginning to end.
In the fast-paced world of Facebook advertising, cutting edge is king, and the marketplace is rife with people selling silver bullets. Savvy marketers know they can’t lazily rely on a conversion campaign to get it done for them any longer: higher-funnel awareness, ongoing engagement and good ol’ fashioned brand building are key to kicking ass.
In this session Joy Hawkins and Darren Shaw will take a deep dive into some of the changes that have happened in the last year for local search. They’ll highlight 6 of the most-talked-about changes and tell you what you need to know to stay ahead in your Local SEO strategy. They’ll answer questions such as does this change impact my visibility on Google? Does this new feature Google launched impact my ranking? Does this change impact the strategy you should be using regularly when approaching SEO?
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- Page speed is a very important ranking factor for mobile users. Sites need to be optimized for speed by compressing images, leveraging caching, and using technologies like HTTP/2.
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Web Analytics for Search Marketing - Metrics - by Darren Selberg
1.
2. Objective, Objective, Objective
0 What are the goals of your campaign?
0 Registration/Signup?
0 Downloads?
0 Traffic?
0 Time on Page(s)?
0 Increased Revenue?
4. PPC tracking is straightforward
0 Activity is tracked as a campaign
0 3 key metrics: Cost, Visits, Conversions
5. Measuring SEO efforts is more difficult
0 Can Compare Organic traffic based on pre/post efforts
0 But only works for all Organic or small set of
keywords/landing pages
6. Tip: Use Advanced Segments
0 Look for impact of keyword groupings or specific landing
pages
0 http://bit.ly/MNsearchsegment
8. Tip: Integrate Webmaster Tools
0 Discover which pages
aren’t generating
traffic from poor
search results
0 Find out which
keywords aren’t
ranking as high as they
should
0 Similar metrics for
organic landing pages
9. Tip: Treat SEO as a Campaign
0 Categorize your keywords
0 Use PPC campaigns as a guide
=IF(SUM(NOT(ISERROR(FIND(CategoryDictionary!$B$2:$B$30,$A10)))*1)>0,B10,0)
10. Tip: Treat SEO as a Campaign
0 Determine areas of focus
Bubble size
represents search
volume or visits
Conversions
Competition
Avg. Rank
11. Tip: Learn from the Stock Market
0 Compare a single metrics over time
Before you start anything you need to know what you’re trying to do. Frankly it’s my job to push account mgrs and/or clients to do this.Because This is applicable to any marketing activity not just search and it drives every piece of data you’re going to pull later.
It’d take my 10 minutes just to go thru the slides on these steps so Google can lay it out for you at the link here.It will bring in your Clicks, Impressions, Costs and conversion data – but also layer in all your GA metricsSo you can Hold your AdWords keywords to a greater level of accountability
For PPC - tracking becomes fairly straightforward & i'm not going to spend a ton of time on it. Because you can track the same major things most people want to know for campaigns on or offline:- Cost- Response (however you define response).you can get to cost per visit, cost per acquisition, even ROI if you know the value of a conversion (we have a client that knows this based on if they submit a form, download a whitepaper, or enter into a chat online)Enable you to tightly control your ad budget by only bidding on keywords that produce positive ROI
It's much more difficult with organic - you can't manage your organic efforts as a campaign like you do with PPC. That's actually not entirely true - you can but not within GA by itself (of course given the rate of change it's probably the next evolution after Universal Analtyics)At a basic level you can consider a classic media measurement and that's pre/post measurement.You can look at key metrics including conversions or, for ecommerce, at revenue data (where the rubber really meets the road)The drawback is you’re either looking at all organic, or drilling into a set of keywords that you optimized for – which brings me to:
Using advanced segments. Now you can create a segment for a small set of keywords or for a specific landing page and get the same data we were looking at.but you can run out of variables quickly and it's a bit cumbersome if you have too manyYou can look at a broader section using our friend the RegEx. Here is an example of looking at traffic based on number of keywordsYou could also apply a similar code for “branded” or non-branded termsThis link will bring you to a list of 9 advanced segments and how to set them up.
Now, where Adwords will tell you impressions and clicks and position, GA by itself will not. But you can get that data in Webmaster tools. And if you’re site is using the async GA code – you can integrate those Webmaster tools.From a trend standpoint this is one way to get around the (not provided) issue that has come up (which I’m sure there will be questions about later)
Now, where Adwords will tell you impressions and clicks and position, GA by itself will not. But you can get that data in Webmaster tools. And if you’re site is using the async GA code – you can integrate those Webmaster tools.From a trend standpoint this is one way to get around the (not provided) issue that has come up (which I’m sure there will be questions about later)
It's easier to export the data (either directly or using some tools that will tap the API for you).But you do have to do some massaging. Basically create a category dictionary (using PPC is a good start)Then you have to apply a little data magic
Creating those “campaigns” you can look at your impact at a strategic levelWe’re looking at 3 metrics – The bubble size is traffic volume, Total keywords is how many keywords drove the traffic, the X axis is up to you – in this case the importance of the campaigns to overall business that we assigned. In other cases it could be a ranking of competition for those keywords (low to high), total conversions, or avg. rank.A brand group gets volume from fewer keywords.This small bubble is highly relevant but there’s room to grow If your X axis is conversions - A bubble up here would indicate an opportunity to improve conversions
Once you create those campaigns – you can compare your metrics just like in PPC.From a visualization perspective I like this chart because it should be fairly straight forward when presenting to the non technical marketing folks.In this case – some categories that were important but with low volume definitely improved.
So if there’s at least one thing you hadn’t thought of or take away from tonight – then I’ve done my job.