Everyone knows PPC and SEO compliment one another - increased visibility in search results help increase perceived authority and drive more clickthroughs to your site overall. But are you actively leveraging the wealth of PPC data available to build on your existing SEO strategy? The key to effectively using this information lies in understanding how to test SEO tactics and how to apply the results to your on-page strategies. This session will delve into actionable strategies for using PPC campaign insights to influence on-page SEO and content strategies. Key takeaways include:
- How to us PPC campaigns to test effective meta data
- How to use PPC keyword data to determine content gaps
- How to use PPC data to define striking distance ranking opportunities
- How to use PPC campaign data to determine conversion rate optimization opportunities
Event Marketing Lessons to Sell Out Your Event in Minutes #eventlabKelvin Newman
EventLAB will feature 2 days of professional development and learning opportunities for the modern events professional, with workshops, panels, keynotes, interactive networking opportunities, and an exhibition of the latest and greatest venues and suppliers in the country.
This handy calculator let's you load in a page of website content and monitor whether it is focused too much on you instead of your customers. You can also use this tool to monitor any sales text, from ads to sales letters.
[Elite Camp 2016] Marie Polli - Taking Your Customers on a Journey That Match...CXL
Each page of yours sales funnel has a purpose - it’s part of your customers’ journey. You don’t want to confuse people by trying to cross sell a similar product to them in the shopping cart and you don’t want to keep them away by having a really weird homepage. This session will do a walk through of the do-s and don’t-s of the key steps of your sales funnel.
Organic Click Through Rate Optimisation Tactics - MKGO - June 2018Stacey MacNaught
Here are the slides from a talk I gave at MKGO in Milton Keynes, June 2018.
I talked about optimising organic click through rate using some tactics I've experimented with over the past 18 months.
Event Marketing Lessons to Sell Out Your Event in Minutes #eventlabKelvin Newman
EventLAB will feature 2 days of professional development and learning opportunities for the modern events professional, with workshops, panels, keynotes, interactive networking opportunities, and an exhibition of the latest and greatest venues and suppliers in the country.
This handy calculator let's you load in a page of website content and monitor whether it is focused too much on you instead of your customers. You can also use this tool to monitor any sales text, from ads to sales letters.
[Elite Camp 2016] Marie Polli - Taking Your Customers on a Journey That Match...CXL
Each page of yours sales funnel has a purpose - it’s part of your customers’ journey. You don’t want to confuse people by trying to cross sell a similar product to them in the shopping cart and you don’t want to keep them away by having a really weird homepage. This session will do a walk through of the do-s and don’t-s of the key steps of your sales funnel.
Organic Click Through Rate Optimisation Tactics - MKGO - June 2018Stacey MacNaught
Here are the slides from a talk I gave at MKGO in Milton Keynes, June 2018.
I talked about optimising organic click through rate using some tactics I've experimented with over the past 18 months.
Where do You Start?
Where to begin? How do I track the data? How do I setup an A/B test? When do I know if the test is conclusive?
1.The CRO Mindset 1
Not hitting goals?
Do more with less.
Failing is Part of the Game
Follow the Data
2.Start with a Plan 2
Don’t just test to test
Create a backlog
3.Collecting Data 3
Lots of Options
The standard
My preference
They are directly integrated into most AB testing tools
First we need to build our funnel
KISSmetrics makes this dead simple
Experiments show in funnel reports automagically
LOG IN WITH GOOGLE Start Your Free KISSmetrics Trial
4.Collecting Insights 4
Qualitative is important
On-page survey tools
Ask questions at funnel drop off points How can we help? Are you looking for something we don't have? Do you need assistance? How can we improve? What is preventing you from purchasing?
UX and Usability testing
Heatmapping
Look at your analytics :)
Use these insights to improve backlog
5.Start Testing 5
What is an A/B Test?
A/B Testing Tools
Add Javascript to site
Why websites are rubbish how accountancy firms can gain websites that produc...Dan Richards
This presentation explores why most websites struggle to be found on search engines and convert visitors to enquiries.
Accountancy firms in particular find it increasingly hard to compete and be found in an ever more competitive and saturated market place.
You will find practical steps in this webinar to ensure your website is one of those that can work, be measured and improved.
[Elite Camp 2016] Amy Harrison - The Science of Screenwriting for Online Mark...CXL
Stating your offer is just not enough. Your copy has to command your prospects’ attention and drive them seamlessly to your call-to-action. You need to drill down into human desire and motivation if you want someone to look at your service and say ‘tell me more!’
Great screenwriting does just that - it encourages readers to turn the page and viewers to stay in their seats. Trained scriptwriter and copywriter Amy Harrison shows you how businesses are already using secrets of the screen to create high-converting landing pages, web content and more. You’ll also take away scriptwriting techniques you can implement in your own copy straight after the session.
[Elite Camp 2016] Martijn Scheijbeler - Optimization for Content SitesCXL
What makes optimizing different for a publisher then for example an ecommerce site. In this session Martijn from The Next Web will show you how they focus on CRO and SEO to have users engage more with their content and services. We'll go into learning how to create the best process on how to work on both of them at the same time to have maximum impact.
Have you ever asked "WHY are we using an agile approach for content?" Want some help explaining the benefits of working with user needs, feedback and evidence? Need to handle the different types of people asking tricky questions along the way? This presentation is for you!
Originally presented at the #agilecontent meetup, 2 February 2015.
[Elite Camp 2016] Johnathan Dane - The PPC Thermometer - Why You Should Care ...CXL
Managing millions in PPC ad spend allows for some interesting results. Knowing which combination of PPC placements, offers, ads and more that work best, will help you get the right people into the right parts of your conversion funnel. Plateauing your PPC performance is a fairytale, and Johnathan will show you how to keep getting more and more ROI from your PPC efforts.
[Elite Camp 2016] Karl Gilis - How to Make Sure Your New Website Won’t Be a F...CXL
Most optimizers aren’t big fans of the traditional redesign cycle. They promote a continuous optimizing process. And that’s fine. But sometimes websites just suck donkey balls. And a new website is a must. Also: new companies need new websites too. So how can we stop those clients from making shitty websites? Which research methods and tools can you use in which stage of the development cycle? And how do you this?
[Elite Camp 2016] Paul Rouke - Tackling the Global Pandemic That is Bullshit ...CXL
The conversion optimisation industry is in a mess. Poor practice and the spread of misinformation is rife. The agencies and practitioners who truly understand what intelligent conversion optimisation is and what it looks like are currently part of what can only be described as “the secret society”.
Nearly every business claims they are "customer centric", yet reality proves they’re far from it and more often than not, they’re clueless as to what it means.
Millions is spent every month on enterprise testing tools which promise the world, only to be used by untrained teams and produce inconclusive results. To add to the problem, there are new shiny toys in the guise of big data & personalisation stealing all the headlines and clamouring for marketing budget to be thrown their way.
In his opening keynote talk, Paul will be discussing the struggles that the conversion optimisation industry has faced (and will continue to) and how collectively, the people within the industry can prove that conversion optimisation is the best force for growth available to businesses all around the world.
4 Essentials Of Successful Website ManagementShane Diffily
Why do so many websites fail?
Because they focus on the 'cool' things - and ignore the basics.
This presentation gives you 4 tips for making sure you site will succeed:
1. Equip yourself for success, esp. - hire great people.
2. Don't overstretch.
3. Get a little better every day.
4. Measure yourself.
Content for 2015 and Beyond by Matt Beswick, SEM Days 2015SEO monitor
Content is evolving and this session will show you how. From looking back over the last few years to showing how things are going to go and, importantly, how you can benefit the most.
Podcast & WordPress - Generate more leads & listeners!Alex Harris
Tips to increase email opt-ins from your WordPress site. Plus get more people to subscribe to your podcast using iTunes, Stitcher and Soundcloud.
Many podcast WordPress website simply assume that their website is good enough. Yet, you need to continually optimize your website to increase lead generation email opt-ins and build your audience.
We will review some examples and dig into how some specific sites can improve their WordPress website, design and marketing strategy.
How to inspire content and dev teams to get the results in search you need.Steven Wilson-Beales
Hey, In-House SEO - I see you! :)
Some top tips for helping content and development teams go the extra mile for SEO.
Includes artwork from the amazing @chrisriddell50 with his kind permission.
Where do You Start?
Where to begin? How do I track the data? How do I setup an A/B test? When do I know if the test is conclusive?
1.The CRO Mindset 1
Not hitting goals?
Do more with less.
Failing is Part of the Game
Follow the Data
2.Start with a Plan 2
Don’t just test to test
Create a backlog
3.Collecting Data 3
Lots of Options
The standard
My preference
They are directly integrated into most AB testing tools
First we need to build our funnel
KISSmetrics makes this dead simple
Experiments show in funnel reports automagically
LOG IN WITH GOOGLE Start Your Free KISSmetrics Trial
4.Collecting Insights 4
Qualitative is important
On-page survey tools
Ask questions at funnel drop off points How can we help? Are you looking for something we don't have? Do you need assistance? How can we improve? What is preventing you from purchasing?
UX and Usability testing
Heatmapping
Look at your analytics :)
Use these insights to improve backlog
5.Start Testing 5
What is an A/B Test?
A/B Testing Tools
Add Javascript to site
Why websites are rubbish how accountancy firms can gain websites that produc...Dan Richards
This presentation explores why most websites struggle to be found on search engines and convert visitors to enquiries.
Accountancy firms in particular find it increasingly hard to compete and be found in an ever more competitive and saturated market place.
You will find practical steps in this webinar to ensure your website is one of those that can work, be measured and improved.
[Elite Camp 2016] Amy Harrison - The Science of Screenwriting for Online Mark...CXL
Stating your offer is just not enough. Your copy has to command your prospects’ attention and drive them seamlessly to your call-to-action. You need to drill down into human desire and motivation if you want someone to look at your service and say ‘tell me more!’
Great screenwriting does just that - it encourages readers to turn the page and viewers to stay in their seats. Trained scriptwriter and copywriter Amy Harrison shows you how businesses are already using secrets of the screen to create high-converting landing pages, web content and more. You’ll also take away scriptwriting techniques you can implement in your own copy straight after the session.
[Elite Camp 2016] Martijn Scheijbeler - Optimization for Content SitesCXL
What makes optimizing different for a publisher then for example an ecommerce site. In this session Martijn from The Next Web will show you how they focus on CRO and SEO to have users engage more with their content and services. We'll go into learning how to create the best process on how to work on both of them at the same time to have maximum impact.
Have you ever asked "WHY are we using an agile approach for content?" Want some help explaining the benefits of working with user needs, feedback and evidence? Need to handle the different types of people asking tricky questions along the way? This presentation is for you!
Originally presented at the #agilecontent meetup, 2 February 2015.
[Elite Camp 2016] Johnathan Dane - The PPC Thermometer - Why You Should Care ...CXL
Managing millions in PPC ad spend allows for some interesting results. Knowing which combination of PPC placements, offers, ads and more that work best, will help you get the right people into the right parts of your conversion funnel. Plateauing your PPC performance is a fairytale, and Johnathan will show you how to keep getting more and more ROI from your PPC efforts.
[Elite Camp 2016] Karl Gilis - How to Make Sure Your New Website Won’t Be a F...CXL
Most optimizers aren’t big fans of the traditional redesign cycle. They promote a continuous optimizing process. And that’s fine. But sometimes websites just suck donkey balls. And a new website is a must. Also: new companies need new websites too. So how can we stop those clients from making shitty websites? Which research methods and tools can you use in which stage of the development cycle? And how do you this?
[Elite Camp 2016] Paul Rouke - Tackling the Global Pandemic That is Bullshit ...CXL
The conversion optimisation industry is in a mess. Poor practice and the spread of misinformation is rife. The agencies and practitioners who truly understand what intelligent conversion optimisation is and what it looks like are currently part of what can only be described as “the secret society”.
Nearly every business claims they are "customer centric", yet reality proves they’re far from it and more often than not, they’re clueless as to what it means.
Millions is spent every month on enterprise testing tools which promise the world, only to be used by untrained teams and produce inconclusive results. To add to the problem, there are new shiny toys in the guise of big data & personalisation stealing all the headlines and clamouring for marketing budget to be thrown their way.
In his opening keynote talk, Paul will be discussing the struggles that the conversion optimisation industry has faced (and will continue to) and how collectively, the people within the industry can prove that conversion optimisation is the best force for growth available to businesses all around the world.
4 Essentials Of Successful Website ManagementShane Diffily
Why do so many websites fail?
Because they focus on the 'cool' things - and ignore the basics.
This presentation gives you 4 tips for making sure you site will succeed:
1. Equip yourself for success, esp. - hire great people.
2. Don't overstretch.
3. Get a little better every day.
4. Measure yourself.
Content for 2015 and Beyond by Matt Beswick, SEM Days 2015SEO monitor
Content is evolving and this session will show you how. From looking back over the last few years to showing how things are going to go and, importantly, how you can benefit the most.
Podcast & WordPress - Generate more leads & listeners!Alex Harris
Tips to increase email opt-ins from your WordPress site. Plus get more people to subscribe to your podcast using iTunes, Stitcher and Soundcloud.
Many podcast WordPress website simply assume that their website is good enough. Yet, you need to continually optimize your website to increase lead generation email opt-ins and build your audience.
We will review some examples and dig into how some specific sites can improve their WordPress website, design and marketing strategy.
How to inspire content and dev teams to get the results in search you need.Steven Wilson-Beales
Hey, In-House SEO - I see you! :)
Some top tips for helping content and development teams go the extra mile for SEO.
Includes artwork from the amazing @chrisriddell50 with his kind permission.
SearchLove London 2019 - Stacey MacNaught - Actioning Search Intent: What to ...Distilled
Search Intent analysis can give us a ton of really insightful data. But what do we do with it all? In this session, Stacey talks us through using data acquired through Search Intent to create revenue and traffic driving assets on your website. She'll share practical examples of using this data to win back previously lost rankings and generate more ££ through organic search.
Historically, SEO was a very technical discipline. Over time, that shifted as Strategists began touting the death of SEO and claiming all you need is great content. Today, SEO is going back to those technical roots. From simple data markup to more complex proprietary technologies like AMP; now more than ever SEOs & marketers have to be technical masters. Learn why it's important to embrace these technical roots, what technologies we should be learning now, and how to stay ahead of the curve.
Taking your Digital Marketing from 0 to 100mphVolume Nine
Are you a startup or new brand? Are you launching a brand new product? Starting from scratch is difficult, but planning a holistic digital marketing strategy will help take your bright-eyed unicorn and deliver it to the masses- all on a tight budget.
Inbound PR - Building Links with Less Cold OutreachStacey MacNaught
Producing content and pitching it to journalists to build links is getting harder all the time. Digital PR and outreach professionals are experiencing their job becoming more competitive and more difficult.
But there are ways to win press links using the things you already have in your business (as opposed to creating big content pieces). You've got product or service, expertise and stories. And in my BrightonSEO talk in September 2021, I talked about how we use media enquiry services like HARO, ResponseSource and others to earn links, build credibility with journalists and ultimately get to a point where journalists are coming to us with requests.
Link building in 2021 (when you're a bit crap at PR) #brightonseoStacey MacNaught
You do not have to be a PR expert to build links and be successful in SEO. Here's my #brightonseo Spring 2021 deck on building links in 2021 without cold emailing journalists.
I'm sharing a few practical ways we're acquiring links without cold emailing journos. Some of this may lack a bit of context without the talk recording... but, as ever, feel free to get in touch with questions!
Thriving as an SEO Specialist: Frameworks & Tips to Manage Complex SEO ProcessesAleyda Solís
How to successfully manage an SEO process? Is about having Influence to earn support, Be fast and agile and Be consistent and error free. I explain how in this presentation!
Mastering Analytics for Optimization SuccessMichele Kiss
Analytics and optimization can each generate great results for businesses. However, it’s at the intersection of analytics and optimization that real value can be extracted. In this session, Analytics Demystified Senior Partner Michele Kiss will share how to better integrate your testing and analytics practices, and real-life examples of success.
SEO Low hanging Fruit: Identifying SEO Opportunities to Achieve Results Fast ...Aleyda Solís
How can you achieve results in your SEO process without having to wait for months? In this presentation I go through criteria to use to identify quick win opportunities!
By Evan Waters – Naspers
Influential search marketers leverage unique data to improve not only their campaigns, but guide other channels and even business propositions. With these insights alongside strong partnership from other business units, we’ll examine what some of the largest digital consumer brands have accomplished. Drawing on Evan’s experience guiding top internet companies growth paths, together we will discuss high level strategy and specific tactics to impact channel selection, conversion optimization, content marketing, attribution, and how we think about customer segmentation.
To connect with Evan, visit www.evanmwaters.com
Your Content is Awesome – Now What? By @staceycav at #brightonseoStacey MacNaught
Awesome content doesn’t, by default, mean successful content. In this #brightonseo talk, Stacey MacNaught talks content promotion tactics, approaches and tools to get your content seen and hit objectives.
Matthew Edgar 3 Ways to Measure UX - MozCon 2017Elementive
Great SEO is increasingly dependent on having a website with a great user experience. To make your user experience great requires carefully tracking what people do so that you always know where to improve. But what do you track? In this presentation from MozCon 2017, learn three effective and advanced ways to use event tracking in Google Analytics to understand a website's UX.
How to be the ultimate double agent- PR and Link Builder Isa Lavahun BTNSEO S...Isa Lavs
Traditional PR professionals are doing a lot of the heavy lifting when it comes to link building – without even realising it. This presentation reveals some practical tips on how to tweak ‘traditional’ PR practices, that will help supercharge securing those valuable links and show the SEO value of their work.
Similar to MozCon 2015 - The Perfect Pair: Using PPC Data to Influence SEO (20)
AMA Atlanta Marketing Series: SEO 101 with Stephanie WallaceStephanie Wallace
The second 101 series hosted by AMA Atlanta will cover the basics of Search Engine Optimization. All facets of SEO will be discussed, including: a history of search engines, common terminology, on-page strategy, technical SEO, off-page campaign creation and general best practices. In addition, we'll highlight new trends and SEO opportunities on the horizon. If you're new to search engine marketing and want to learn the basics, or if you want to manage your own SEO campaign, this is the class for you!
Connect | Search Engine Watch 2016 - Integrating PPC Data with SEO StrategiesStephanie Wallace
The key to effectively using PPC lies in understanding how to test SEO tactics and apply the results. Check out these actionable strategies for using PPC campaign data to influence on-page SEO & content strategies.
Welcome to the Google Machine: The Knowledge Graph, Machine Learning & the Future of Search
Google is forever changing the landscape of SEO with things like the Knowledge Graph, Semantic Search, Voice Search and Machine Learning / Rank Brain. How will this impact SEO in 2017 and beyond? What are the key emerging trends? And what's the impact on mobile, multi-screen and the digital marketing funnel?
What is SEO? Why should you consider it as a career? And what skills will be most beneficial to you as a college student getting started in the industry?
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
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.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Digital Marketing Trends - Experts Insights on How
MozCon 2015 - The Perfect Pair: Using PPC Data to Influence SEO
1. Placeholder
Moz Branded Intro Slides – They will be sending
The Perfect Pair: Using PPC Data to Influence SEO
Stephanie Wallace | Nebo Agency
@SWallaceSEO
40. TO LEARN MORE OR FOR ANY QUESTIONS, PLEASE CONTACT:
Stephanie Wallace
Director, Search Engine Optimization
404.885.1201
swallace@neboagency.com
PLACEHOLDER:
Thank You
Editor's Notes
Good afternoon!
Thanks to Cyrus, Moz, so excited to be here
We all know SEO & PPC go great together, right? They work better as a pair – you get increased visibility in the SERPs, increased perceived authority, and so forth.
while those classic talking points are true, they’re simply not reality.
It’s not as easy as it sounds. Often teams are siloed and there is very little collaboration or sharing of data. As SEOs, we are too focused on traffic and rankings and all PPCers care about is CTR and Quality Scores.
That image of SEO & PPC as the perfect pair working together simply isn’t real.
We understand why the 2 should work together. But it’s very theoretical and abstract.
We really fall short on the how, on the execution. What do those talking points about increased visibility really mean?
How often do you talk to your PPC neighbors in the office & collaborate on strategy?
I know I’m guilty of skimming PPC reports more often than really deep diving like I should.
So what can we do about it? How can we bridge the gap? The key to effectively using PPC lies in understanding how to test SEO tactics and apply the results.
Believe it or not 63% of marketers optimize sites based on intuition & best practices alone
So we’re going to walk through 4 tactics to help you test & optimize based real data.
First we’ll talk through how to test effective meta data using PPC
Testing organic ad copy - which is what our title tags and meta descriptions are essentially - has historically been a long term process. Once we implement changes on the site, it takes time for search engines to crawl the site and update the index based on the new data. And then - it takes even longer to collect significant data that we can use to measure success.
If we use PPC ads to test our title tags and meta descriptions we expedite the process and get to a well optimized site that much quicker
So for this tactic we start by identifying a poorly performing page in terms of click through rate specifically
you can look at the search analytics report in Google webmaster tools - and filter for Pages rather than queries & I like to include all the data available not just CTR - so I’m looking at all the angles
IS THIS NECESSARY?
once you have identified what page(s) you want to focus on – you can start testing. I use an organic sandbox campaign for all of my SEO tests so their in one place. And for this test create 3-4 different ad variations. So different title tag - or headline - variations and different description / ad copy variations.
The key is the landing page for these ads should be the page we’re testing optimization for and it tends to work better with higher volume queries – so that the ad shows – which often means priority pages on the site where we’re targeting high volume keywords
you can tweak titles & descriptions along the way based on the data you’re seeing but I do suggest only making one change at a time and not trying to test too many ad variations at once
Setting your ad delivery to “optimize for clicks” will help you see a clear winner sooner. This has to be done on the campaign level, so if you want to use this function I do recommend creating an organic sandbox campaign like I mentioned.
On the other hand, for more unbiased results you could run a google experiment within adwords to deliver ads with 50/50 split. It may take a little longer and it’s still in beta technically but it looks promising.
Once you have a winner you can use the key elements of the ad copy to influence your title tag & description.
Which KWs performed better in the headline? Which descriptor terms & messaging performed better in ad copy?
One thing I’m sure everyone is thinking right now, is the difference in character limitations for Ads vs. Meta Data. You will use the themes defined in the ad copy but, of course, you’ll need to build on those for actual meta data creation.
I used this method of leveraging AdWords to test meta descriptions for Beatport, the largest EDM music store for DJs. The professional DJ community really has a language all their own. So finding the correct messaging, specifically for each of the different genres, was key.
As a result of these tests organic entrances for Beatport’s Genre pages increased +65% year over year.
Second we’ll walk through how to identify content gaps within your site using PPC data
For this exercise I start with the top conversion paths from the MultiChannel Funnels report in Google Analytics
I start by setting the lookback window to 90 days so we’re looking at more substantial data.
Also set the path length to “All”, for the same reason.
Next, set the secondary dimension to Keyword
Filter for Paths that begin with Paid Search
The data set should be organized by conversions by default but we do want to look at the most valuable terms.
We’re looking for instances where paid is driving traffic that is converting on the site but Organic is not a part of the buyer journey at all.
Most often that means Paid is the first interaction or even the only interaction
The idea is If organic is not part of the process then we probably have low organic visibility for these terms. We’re not ranking well, if at all, but we know they’re relevant terms for us b/c PPC is driving qualified traffic.
So the questions are: are we even targeting these terms at all with our organic KW strategy? If not, why? If so, why is it not working?
Do we need to expand existing content to speak to these topics? Or do we need to create new content altogether?
Your next steps are based on the answers to those questions.
For Hubbell’s Chance branded website, which specializes in foundation repair solutions, CHANCE identified a huge opportunity for the topic “helical piers” – It was not a core part of our organic KW strategy initially b/c there was no content that spoke to it directly on the site.
Since CHANCE implemented the recommendations for expanded content on the site that speaks to this, Chance is now ranking #3 for the term organically and organic traffic to the helical products page has increased over 51%
Next, let’s talk about Defining Striking Distance Ranking Opportunities
So first, what do I mean by Striking Distance ranking opportunities?
Ranking opportunities within striking distance are those search terms that are performing well for PPC – meaning high CTR, high conversions, etc. – and despite the fact that we are not actively targeting them from an SEO perspective – the site does rank organically. Probably not really well, but we’re at the bottom of page 1, maybe on page 2 or 3.
So the fact that these terms are ranking at all without actively targeting them means that they are within reach – or within striking distance. With a little effort we can dramatically improve rankings.
So start by exporting the top KWs in Google AdWords – I like to filter by conversions greater than or equal to 1 so that we’re not including any extraneous data we don’t need.
And you can really select whatever time frame makes sense – you just want to be sure you have substantial amount of data. For this example I’m using year to date.
Once in excel I start by removing some of the unnecessary columns – you get a lot of data in the initial export. But this is all we really need - keywords, clicks, impressions, CTR, & conversions. And sort by conversions
I also filter out any branded terms so that we’re looking at non-branded terms specifically where there’s opportunity
Next we want to know if we’re already targeting this keyword
And how well we’re ranking for this keyword
Based on all of this data – we can see where the opportunity is and Start assigning value to the KWs. Tier I opportunities are anywhere – again without actively targeting these KWs - we are ranking on page 1 in Google search results. And Tier II opportunities are those where we’re ranking on page 2.
And we all know rankings aren’t strictly 1-10. So you can factor in knowledge boxes, local, mobile, etc. as necessary when assigning values.
Based on this data we incorporate these new keyword phrases into our existing on-page strategies – starting with the title tags and site copy. And just as a side note, I do leave in the different ad types rather than consolidating KW themes from each because they represent different queries.
For Pure TalkUSA, a no contract cell phone provider, we were very focused on the affordability of what they offered. Using this method, Pure Talk was able to define new keyword opportunities and over time shifted the focus to the unlimited aspect of their plans.
And Pure Talk saw a 32% increase in organic entrances to the PLAN pages and 4 new rankings in the top 3 for “unlimited” keyword themes
Lastly, we’ll walk through how to use PPC for CRO
As SEOs we’re all about traffic…that’s what these tactics have focused on so far. But I wanted to talk a little about CRO b/c although it’s not directly SEO – CRO is critical to improving user experience and that’s really what SEO is all about.
When we define KW themes for the different sections and pages of a website, there are often a number of pages that could be appropriate for any given theme. There’s natural overlap as part of any website. Should the landing page be more informational or more conversion driven? What level of granularity does the user expect to see?
On top of that, keyword (not provided) made things more complicated for us, and with semantic search and Google’s algorithm getting better at understanding meaning we can’t look at our keyword themes as a semantic exercise – we have to take into consideration the buyer journey and think about what type of information the user would expect to see when searching for different things.
So we can use PPC landing pages to test which page on the site is more likely to resonate with our target audience and which is more likely to drive conversions where there may be blurry intent.
The thing to remember – conversion rates increase when your goals and your users goals meet.
Use your Organic Sandbox Campaign again to create a new ad group to test different landing pages for the same KW theme.
Create 3 unique ad variations, all similar b/c we’re targeting one KW theme – but driving visits to unique landing pages on the site
And again set your ad delivery to “Show the best performing ad most often” to help identify a winner sooner. In this instance I want to see the highest conversion rates.
Once you have statistically significant data you should see which landing page users respond to best for the given keyword theme, which one has the highest conversion rate.
For the Jekyll Island Club Hotel, which is a historic resort hotel in Georgia, there are a lot of overlapping pages on the site. Especially between the different accommodations pages – there’s rooms & rates, and reservations. So the question was how detailed of a page is the user expecting to see for these keyword themes?
By testing different landing pages for the “reservation” keyword theme Jekyll saw a 48% increase in organic conversions in Q1 2015.
As we wrap up I have a few more tips for you to keep in mind as you get started with your own tests.
Some things work better together and SEO needs PPC. Your SEO strategy is incomplete without leveraging the abundance of data PPC!
And - They have KEYWORD DATA… we should all be using it!
There’s no one right answer - you can come up with your own tactics.
What else can we test – maybe you can identify off-page opportunities by looking at retargeting data.
Or what can we change about these tests? I like to change ad delivery to see a clear winner sooner. I want to be agile with my changes. But maybe you want to take it slower and use Google experiments so you’re comparing equal data sets.
The opportunities are limitless.
And finally, embrace collaboration. It’s more than running tests and data mining. We should be working together. They may be too focused on quality score but the PPC’ers should be our allies, not just co-workers on the other side of the office.
And with that we can open it up for questions.
----- Meeting Notes (7/1/15 12:01) -----
Set up a Google experimetn within AdWords to see results
Use retargeting to identify off-page opps.
SEO help PPC
What if I don’t manage my clients PPC campaigns
What if my client - Specific question
Other apps / tools
How do we break down barriers at nebo
Ad Positioning play a role