SearchLeeds 2019 - Pun & Sal - Adzooma - Research and execution: Marketing’s most important relationship

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No matter how good a singer is, there can be no hit without the right lyrics. Equally great lyrics mean little if not given to the right performer. This intricate relationship is similarly played out in media with research and the correct execution across platforms. In this talk, Adzooma discuss the evolving data points top quality research is now able to draw upon and how to execute these across media platforms. They share best practices that will enable you to outperform your competitors and leave you with tactics that can be immediately implemented.

Marketing

We live in a world where the digital marketing landscape is changing. It’s getting harder to get cut through, harder to get journalists to like our ideas and harder to get customer loyalty. The ability to be creative, to innovate and think of new, original ideas and solutions is a skill that will prove to be invaluable in the future. In this inspiring talk Kirsty talks about why we need to improve our creative thinking, and define a process that can help us all improve our ideas and originality in our daily lives.

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SearchLeeds - Helen pollitt - Discovering the truth in dark traffic

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Discovering the truth in dark traffic What it’s about: Google Analytics should bring clarity to your campaigns, but search marketers are increasingly being tricked. Organic traffic masquerading as direct, internal UTM codes corrupting sources and referral channels getting far too much credit; dark traffic is a problem. Helen’s SearchLeeds talk gives you the tools to find the truth from your Google Analytics data, ensuring your insights are based on fact and drive measurable improvements to your campaigns.

SearchLeeds 2019 - Matt Holmes - How to run a great request for proposal (RFP...

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Running a client-side RFP process can be a daunting task. How do you ask the right questions and unlock the right answers? How do you manage your time so it’s not swallowed up by several people asking for the same information? A client-side marketer that’s also worked at a search agency, Matt Holmes has identified 8 key steps to lead you towards a successful, considerate, and mutually beneficial RFP process.

Google first announced that website speed would become a ranking factor way back in 2010, but yet there’s been no evidence of it clearly having an impact. So to find out if speed and performance do indeed affect rankings, Delete’s SEO R&D team ran an experiment. They wanted to know if rankings could be ‘hacked’ by improving speed and performance and if they could, what it would take to do it. In this talk Polly shares exactly what her team did and more importantly what they achieved. From migrating to HTTP2 and advanced image manipulation, to ‘hacks’ for the handling of critical resources, all the crucial tactics involved that were needed to achieve a top performance score will be covered with real examples.

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SearchLeeds 2019 - Fabrizio Ballarini - TransferWise - Building, hacking and ...

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What if you could build a CMS with features that are made specifically to answer a specific cluster of search intents around a product. In Fabrizio's SearchLeeds talk he covers early technical learnings from building a SEO friendly CMS from ground up (how TransferWise designed ahreflang, indexing, picking the right tech stack, structured data features) but also how they now are able to scale our efforts by moving set of product pages into a dedicated service run by APIs and testing framework.

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SearchLeeds 2019 - Luke Monaghan - Site speed: Time to meet the mobile expect...

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The need for speed is increasing, especially on mobile. At a time where mobile-users expect their needs to be met within 3 seconds, why do we find ourselves falling much shorter on this? Luke's SearchLeeds talk highlights the current standards delivered by industries on mobile, the differing standards we see cross-device, how shortfalls ultimately impact businesses and what we can do to ensure we deliver optimal mobile site speed performance. He also looked at existing and upcoming tools and technologies that we have at our disposal.

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SearchLeeds 2019 - Sophie Coley - Search Listening: Why and how you should be...

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While most marketers are au fait with research methods like Social Listening and regularly take insights from traditional research methods like focus groups and surveys, search data is way too often associated with little more than SEO and PPC planning. By ignoring the attitudes, motivations and behaviours that consumers display when they search, businesses are missing out on a wealth of incredibly valuable insight which comes for free. Sophie's talk looked at the linguistic cues that audiences use when searching within a number of different industries, as well as the broad insights that we as marketers should be looking out for when handling Google data.

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SearchLeeds 2019 - Sam Marsden - Deepcrawl - Overcoming technical seo challen...

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SearchLeeds 2019 - Sarah barker - One Search – combining your organic and pai...

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Brands are still approaching search marketing as two separate channels, organic and paid, and often engaging separate agencies to work on very different approaches. But in modern search, is this approach really relevant, and is it delivering the best possible return? Sarah will look at how you can break out of the single-channel vacuum and build strategies that not only adapt to customer intent but also competitor movements and messaging to make sure you never spend a £1 more than you need to.

SearchLeeds - Barry Adams - JavaScript is ruining the web (And I love it)

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Many developers are in love with JavaScript. It enables them to quickly build and launch prototypes to create and scale engaging online experiences. But there’s a huge cost to JavaScript, both in the strain it places on client platforms that have to run it and web platforms – like search engines – that try to make sense of it. In a very profound way, JavaScript is a direct threat to the free and open web. But that doesn’t have to be a bad thing. In fact, JavaScript has helped open our eyes to the dangers besieging the web, stirring a hornet’s nest of activism. On top of that, JavaScript keeps a legion of SEOs gainfully employed as developers build & launch web apps but pay little heed to the need to drive traffic. In this talk, Barry Adams will explain exactly why JavaScript is evil, but how we as web professionals can gain from it – both in terms of continued work, and as a catalyst to ensure the web remains open and free from manipulation by governments and corporations.

SearchLeeds 2019 - Stephen Kenwright - Content marketing frameworks

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Dandelions, to paraphrase Cory Doctorow, indiscriminately fire thousands of seeds off into the sky at the slightest breeze, without any care for where they’re heading and whether they’ll get a hospitable reception when they touch down. That’s basically how marketers treat content, Steve's SearchLeeds talk shows you several repeatable methodologies you can implement and increase the chances that your on-site and off-site content land with your audience. You’ll learn how better planning and measurement will make you and your content worth more to your business.

SearchLeeds 2019 - Sam Noble - Put your money where your data is

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In a world where we are taking advantage of a variety of different marketing channels, how do we report effectively to understand which channel is responsible for the business growth? And how do we do this without having someone crunching numbers for hours and even days each month? During this highly actionable session, Sam introduces you to Google Data Studio and SuperMetrics, showing you how to visualise data from different channels easily, helping you to use data to dictate where you should allocate your marketing budgets and more.

SearchLeeds 2019 - Matt Howells-Barby - Everything you need to know before sc...

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Taking the giant leap into international SEO is both daunting and full of potential banana skins. Matt Barby's SearchLeeds talk helps makes the leap a little less daunting for you, and so that you avoid many of the common mistakes that are made. Packed full of examples, you’ll see how many of the top companies in the world have approached their international setup and how you can decide which is right for you.

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SearchLeeds 2019 - Bastian Grimm - Peak Ace - Why most SEO audits are sh*t

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To navigate Google’s several hundred ranking factors and signals, SEOs often create staggeringly vast audit recommendations without taking a client’s industry, available resources and current circumstances into account. This can have a serious negative effect on revenue streams and ROI. Bastian Grimm's SearchLeeds talk explained how to intelligently prioritise these measures according to impact. He shared his tips, tricks and best practices based on over 200 audits that his team implemented over the past 3 years, broken down by industry/vertical. No more trial and error – here’s how to apply an SEO strategy that’s effective, efficient and truly tailored to your needs.

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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.

How to Run Landing Page Tests On and Off Paid Social Platforms

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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.

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