The document summarizes key points from various speakers at a PubCon Austin conference on SEO, PPC, content marketing, and insights from Google. The main topics discussed include: - Google's focus on mobile-first indexing and improvements to search console and use of structured data. - Tips for preparing websites for mobile-first indexing such as reviewing site structure and content. - Opportunities for working with Amazon given many product searches start there. - Recommendations around content planning, goals, and refreshing proven concepts. - Increasing use of video and tools for creating and enhancing video content. - Importance of analyzing SEO campaign data to improve content and ads. - Real

1. #PubCon Austin
SEO/ PPC/ CONTENT MARKETING
TIPS, HACKS, INSPIRATION, ADVICE & INSIGHTS
How do you win in search?
“In order to succeed you must be the answer“
Jake Bohall. VP of Marketing, Hive Digital Inc.

2. Gary Illyes @methode
WHAT’S NEW WITH GOOGLE:
• MOBILE FIRST INDEX
• NEW SEARCH CONSOLE (OUT OF
BETA) AVAILABLE TO ALL
• GOOGLE <3’S STRUCTURED DATA.
• FEATURED SNIPPETS ARE VOLATILE
B/C THE ALGO IS UNDER ACTIVE
DEVELOPMENT & CONSTANTLY
BEING REFINED.
#PUBCON

3. PREPARING FOR THE MOBILE
FIRST INDEX
#PUBCON
Gary Illyes @methode

4. Gary Illyes @methode
A MESSAGE FROM THE
MOTHERSHIP (GOOGLE).
#PUBCON
PROBABLY B/C…

5. TWEETED BY
@MARIE_HAYNES:
“IN THE NEXT MONTH
AND A HALF OR SO,
GOOGLE IS MOVING A
LOT OF SITES TO
MOBILE FIRST.”
#PUBCON
Gary Illyes @methode

6. Robyn Johnson
@BestFromTheNest
WORKING W/ AMAZON
• 44% OF PRODUCT SEARCHES
START ON AMAZON.
• TIP: MONITOR & CONTROL
YOUR ONLINE PRESENCE
USING AMAZON PRICE
TRACKER KEEPA.COM
#PUBCON

7. Rachel Meyer @rachelmeyer1
CONTENT PLANNING:
- SET CLEAR CONTENT GOALS.
- HAVE YOUR BIG IDEA THEN
CREATE A “SOLAR SYSTEM”
OF SMALLER CONTENT
PROMOTIONS AROUND IT.
- KNOW HOW MUCH A LEAD
IS WORTH TO YOUR
BUSINESS (EVEN IF YOU
GUESTIMATE W/ $1.00)
- CONTENT REFRESH: TAKE
ADVANTAGE OF A PROVEN
CONCEPT (I.E. BATMAN)
REVISIT & REFRESH.

8. Casie Gillette @Casieg
VIDEO CAROUSELS NEARLY DOUBLED
IN NUMBER ON THE SERP (@GETSTAT)
USE THESE DIY TOOLS TO ENHANCE
WHAT YOU ALREADY HAVE:
• CANVA
• PIXLAR
• SNAPPA
• PIKTOCHART
• WORDSWAG (APP)
• PIXABAY
• BITEABLE
• GIPHY
#PUBCON
“people remember what
they saw.”

9. Pat Strader @patstrader
THE DATA IN SEARCH
CAMPAIGNS NEEDS TO
INFORM AD OPS TEAMS SO
THAT WHAT’S WORKING IN
SEO CAN IMPROVE CONTENT.
#PUBCON

10. Ben Cook @Skitzzo
SEO REALITIES:
- RANK TRACKING TOOLS
CONTINUE TO IMPROVE
- RANKINGS SHOW TRENDS &
PROVIDE CONTEXT TO TRAFFIC
FIGURES
#PUBCON
“In reality, SEO is rarely
as simple as our theories
or best practices.
It requires flexibility and ingenuity.”

11. Upasna (Pas) Gautam
@UpasnaGautam
GOOGLE'S REAL SOURCE OF
POWER: IT STORES AND
UNDERSTANDS THE
INTELLIGENCE BETWEEN
DIFFERENT ENTITIES.
IT’S ABOUT SEARCH
EXPERIENCE OPTIMIZATION.
#PUBCON

12. TOPICS
TOPICS
TOPICS
…AND STRUCTURED DATA ;)
#PUBCON
Upasna (Pas) Gautam
@UpasnaGautam

13. Rebecca Murtagh @VirtualMarketer
A VERY SIMPLE, BLACK &
WHITE CONCEPT.
#PUBCON