The document discusses a SEMPO Cities event held in Kansas City on October 27, 2016. It provides an agenda for the event that includes several presentations and discussions on topics like using adaptive content to improve search engine marketing, Google search updates, and how automation can work with humans in digital marketing. The event aims to help attendees learn about evolving search industry tactics and strategies through interactive discussions and networking opportunities.
Learn and understand the basics of Search Engine Optimization, why companies should opt for SEO strategy, and how it helps in the long run. This presentation is focused on those learners who have heard this term SEO for first time.
In the second installment of this series, DigitalSherpa Content Marketing Director Chris Vaughn digs deeper in to contrasting content marketing versus SEM and traditional advertising strategies, and explains how content marketing will help you get found on the Web.
See Part 1 here: http://www.youtube.com/watch?v=OIzocGBwZ4E
How to Personalize Content Experiences at ScaleUberflip
This SlideShare was presented by Uberflip's President and CMO Randy Frisch. How to Personalize Content Experiences at Scale shows how B2B marketers are increasingly taking ownership of the end-to-end content experience, expanding beyond initial acquisition to sales enablement and ABM. You'll see real-life examples and get a framework for arming yourself and your marketing team to deliver greater personalization and memorable content experiences to your customers—at scale!
Session 3: Strategy and Analytics - Two Must Haves When it Comes to Online Success(Drafting Your Online Strategy and Measuring the Results - Hands On is also tacked onto this lesson)
Between SEO, social media and content marketing, the digital marketing landscape is becoming increasingly complex. Learn how to develop a comprehensive, robust digital strategy and how to develop content topics you users will be interested in.
Learn and understand the basics of Search Engine Optimization, why companies should opt for SEO strategy, and how it helps in the long run. This presentation is focused on those learners who have heard this term SEO for first time.
In the second installment of this series, DigitalSherpa Content Marketing Director Chris Vaughn digs deeper in to contrasting content marketing versus SEM and traditional advertising strategies, and explains how content marketing will help you get found on the Web.
See Part 1 here: http://www.youtube.com/watch?v=OIzocGBwZ4E
How to Personalize Content Experiences at ScaleUberflip
This SlideShare was presented by Uberflip's President and CMO Randy Frisch. How to Personalize Content Experiences at Scale shows how B2B marketers are increasingly taking ownership of the end-to-end content experience, expanding beyond initial acquisition to sales enablement and ABM. You'll see real-life examples and get a framework for arming yourself and your marketing team to deliver greater personalization and memorable content experiences to your customers—at scale!
Session 3: Strategy and Analytics - Two Must Haves When it Comes to Online Success(Drafting Your Online Strategy and Measuring the Results - Hands On is also tacked onto this lesson)
Between SEO, social media and content marketing, the digital marketing landscape is becoming increasingly complex. Learn how to develop a comprehensive, robust digital strategy and how to develop content topics you users will be interested in.
Brand Building through Digital. Customer Engagement Tactics that go beyond tweets and shares which will help you yield good results out of content marketing. How to strengthen the path from likes, shares, pageviews to sales.
Jon Wuebben | SearchLove San Diego, 'Optimizing Content in a World of Never E...Distilled
Most people in this industry know the ins and outs of the Panda, Penguin and Hummingbird Google updates. But how many of us understand exactly how content and SEO are interlinked? In this talk, Jon is going to teach us how to adopt a more advanced approach to optimizing our content, talking through real case studies and the latest algorithm changes
Winning Keyword ResearchStrategies for 2018Knoxville HUG
Our #KnoxHUG Meetup for Q1 2018 covered winning strategies for keyword research in 2018. This presentation includes insights on how search and search engines have changed over the years and how SEO focus has shifted to topics and content structure vs. trying to rank for single keywords.
Why B2B Marketers Need To Personalize Content Experiences At Scale G3 Communications
View the full webcast on demand here: https://dg-r.co/2IppBgr
From Nike to Nestle, sellers of everything from shoes to consumer-packaged goods have discovered the value of personalization. As buyers engage with increasingly personalized experiences, B2B marketers need to align their marketing journeys with these evolving expectations to remain competitive.
Delivering a framework and relying on real-life examples, Uberflip CMO Randy Frisch will outline how B2B marketers are increasingly taking ownership of the end-to-end content experience, expanding beyond initial acquisition to sales enablement and ABM. This webinar will arm your marketing team with the foundations to deliver greater personalization and memorable content experiences to your customers — at scale!
You will learn:
• Why personalization is more important to B2B marketers than ever before;
• How content fuels personalization — and approaches to develop, optimize and organize your content; and
• How to deliver truly relevant content to customers and prospects, across channels and throughout the buyer journey.
Lana Burgess — Brighton SEO 2019 — Killer competitor content research and st...Lana Burgess
This presentation will teach you how to research competitor content that performs well for specific search intentions. Discover how to analyse competitor content to inform your content strategy, planning, and writing. Understand how to apply your learnings to outshine competitor content and gain traction in organic search.
Semantic Analysis: Content Planning and Optimization Strategies for Hummingbi...semrush_webinars
With Google's focus shifting toward semantic algorithms, there are many new and important steps to consider when developing an effective content strategy. Following recent announcements -- including Hummingbird, Google Knowledge Graph and RankBrain -- search engines reward content marketers who take advantage of their competitive advantage, utilize creativity, and showcase subject-matter expertise. Additionally, marketers who have a clear understanding of their user's goals and the unique strengths of their business will be able to best use semantic analysis to their advantage.
From Old School to Cutting Edge: How Booker Leveraged Content for Killer ResultsUberflip
Old ways of content marketing will no longer cut it. Today, it's all about the content experience. Learn how Booker was able to leverage content to drive more views, engagement, and, ultimately, leads.
Content Marketing - How Can You Stand out in 2016White Hat Media
With the Internet full of publishers, how can you make your content cut through the digital noise? Presentation given at the 2016 New Year Digital Briefing (UK).
Get your online store ready for the holiday shopping seasonPromodo
Winter holidays and the pre-holiday season are known to be the busiest and most profitable time for most e-commerce sites owners. But are you sure that your business marketing strategy is helping you get the most out of this year's festive season? Get your brand ready for the best time of the year with our webinar.
In this presentation, I have explained the various KPIs for Content Marketing. You can use these KPIs for accessing the effectiveness of Content Marketing Campaigns within your organisation.
These days Facebook is an essential part of online marketing strategy for businesses of many types. As Facebook extends and improves its functionality, for many it becomes a primary place where one can shop, look for information, run business and stay in touch with friends. Understanding the importance of this social media service we are aimed to give the listeners the actionable tips and effective toolkit which could be used by anyone right away to start promoting the business online.
Main points:
* How to start with Facebook – an introduction to Facebook page for business, setting up the page, key metrics to measure to evaluate the page effectiveness
* Audience attraction and engagement – types of posts, timing and frequency, common strategies of promotion on Facebook
* Best examples of Facebook brand pages – how famous brands use Facebook, tips for successful business page
In this presentation, I have explained the content creation process. I have also explained the various ways which would aid you in the process of forming your content plan
What are the Top 5 Interactive Marketing trends in 2012? And how can you prepare for them and react to the trends as a marketing professional or business owner?
Brand Building through Digital. Customer Engagement Tactics that go beyond tweets and shares which will help you yield good results out of content marketing. How to strengthen the path from likes, shares, pageviews to sales.
Jon Wuebben | SearchLove San Diego, 'Optimizing Content in a World of Never E...Distilled
Most people in this industry know the ins and outs of the Panda, Penguin and Hummingbird Google updates. But how many of us understand exactly how content and SEO are interlinked? In this talk, Jon is going to teach us how to adopt a more advanced approach to optimizing our content, talking through real case studies and the latest algorithm changes
Winning Keyword ResearchStrategies for 2018Knoxville HUG
Our #KnoxHUG Meetup for Q1 2018 covered winning strategies for keyword research in 2018. This presentation includes insights on how search and search engines have changed over the years and how SEO focus has shifted to topics and content structure vs. trying to rank for single keywords.
Why B2B Marketers Need To Personalize Content Experiences At Scale G3 Communications
View the full webcast on demand here: https://dg-r.co/2IppBgr
From Nike to Nestle, sellers of everything from shoes to consumer-packaged goods have discovered the value of personalization. As buyers engage with increasingly personalized experiences, B2B marketers need to align their marketing journeys with these evolving expectations to remain competitive.
Delivering a framework and relying on real-life examples, Uberflip CMO Randy Frisch will outline how B2B marketers are increasingly taking ownership of the end-to-end content experience, expanding beyond initial acquisition to sales enablement and ABM. This webinar will arm your marketing team with the foundations to deliver greater personalization and memorable content experiences to your customers — at scale!
You will learn:
• Why personalization is more important to B2B marketers than ever before;
• How content fuels personalization — and approaches to develop, optimize and organize your content; and
• How to deliver truly relevant content to customers and prospects, across channels and throughout the buyer journey.
Lana Burgess — Brighton SEO 2019 — Killer competitor content research and st...Lana Burgess
This presentation will teach you how to research competitor content that performs well for specific search intentions. Discover how to analyse competitor content to inform your content strategy, planning, and writing. Understand how to apply your learnings to outshine competitor content and gain traction in organic search.
Semantic Analysis: Content Planning and Optimization Strategies for Hummingbi...semrush_webinars
With Google's focus shifting toward semantic algorithms, there are many new and important steps to consider when developing an effective content strategy. Following recent announcements -- including Hummingbird, Google Knowledge Graph and RankBrain -- search engines reward content marketers who take advantage of their competitive advantage, utilize creativity, and showcase subject-matter expertise. Additionally, marketers who have a clear understanding of their user's goals and the unique strengths of their business will be able to best use semantic analysis to their advantage.
From Old School to Cutting Edge: How Booker Leveraged Content for Killer ResultsUberflip
Old ways of content marketing will no longer cut it. Today, it's all about the content experience. Learn how Booker was able to leverage content to drive more views, engagement, and, ultimately, leads.
Content Marketing - How Can You Stand out in 2016White Hat Media
With the Internet full of publishers, how can you make your content cut through the digital noise? Presentation given at the 2016 New Year Digital Briefing (UK).
Get your online store ready for the holiday shopping seasonPromodo
Winter holidays and the pre-holiday season are known to be the busiest and most profitable time for most e-commerce sites owners. But are you sure that your business marketing strategy is helping you get the most out of this year's festive season? Get your brand ready for the best time of the year with our webinar.
In this presentation, I have explained the various KPIs for Content Marketing. You can use these KPIs for accessing the effectiveness of Content Marketing Campaigns within your organisation.
These days Facebook is an essential part of online marketing strategy for businesses of many types. As Facebook extends and improves its functionality, for many it becomes a primary place where one can shop, look for information, run business and stay in touch with friends. Understanding the importance of this social media service we are aimed to give the listeners the actionable tips and effective toolkit which could be used by anyone right away to start promoting the business online.
Main points:
* How to start with Facebook – an introduction to Facebook page for business, setting up the page, key metrics to measure to evaluate the page effectiveness
* Audience attraction and engagement – types of posts, timing and frequency, common strategies of promotion on Facebook
* Best examples of Facebook brand pages – how famous brands use Facebook, tips for successful business page
In this presentation, I have explained the content creation process. I have also explained the various ways which would aid you in the process of forming your content plan
What are the Top 5 Interactive Marketing trends in 2012? And how can you prepare for them and react to the trends as a marketing professional or business owner?
Building HubSpot's Marketing Team: A Journey Through the YearsJaxzenMarketing
HubSpot veteran and Director of Team Development, Rebecca Corliss joins the Austin HubSpot User Group for a special event! She takes us on a journey of building HubSpot's marketing team through the years and gives insights on developing your own marketing team.
Why B2B Marketers Need To Personalize Content Experiences At ScaleUberflip
From Nike to Nestle, sellers of everything from shoes to consumer-packaged goods have discovered the value of personalization. As buyers engage with increasingly personalized experiences, B2B marketers need to align their marketing journeys with these evolving expectations to remain competitive.
Uberflip CMO Randy Frisch outlines how B2B marketers are increasingly taking ownership of the end-to-end content experience, expanding beyond initial acquisition to sales enablement and ABM.
How To Plan And Build A Successful Content Marketing StrategyMichael Brenner
http://www.b2bmarketinginsider.com/content-marketing/plan-build-successful-content-marketing-strategy -- Did you know that every day on the internet:
There are 4.75 Billion pieces of content shared
There are 1.8 Billion photos uploaded
There are 700 Million Snapchats
There are 500 Million tweets
Marketing, as we know it, is being transformed right in front of our eyes. More and more messages are being promoted every day, on more channels, and as a result, consumers are learning to simply tune out the noise.
Because of this, brands must leverage content marketing to deliver the useful information necessary to educate and build trust with their audiences. But they often fail to document what they are trying to achieve, how they will get it done, and what measures will prove success.
Yesterday I presented to more than 600 attendees of the NewsCred #ThinkContent Webinar: "How To Plan And Build A Successful Content Marketing Strategy." I presented:
The key factors for content marketing success
The core components of a content marketing strategy
I answered the main questions of how to build a solid content marketing strategy
I shared my secret that effective content marketing was relatively simple:
"The buyer journey is nothing more than a series of questions that must be answered." ~ IDC
I shared the Content Marketing Institute's more formal definition of content marketing:
“Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” ~ Content Marketing Institute
And I shared the rallying cry for why we need to change:
"We have to stop interrupting what people are interested in, and be what people are interested in." ~ Craig Davis (former Chief Creative Office - J. Walter Thompson)
Backed by research and our own customer engagements, I covered
The 6 factors to content marketing success:
Document content strategy
Have someone in charge of content
Consistently publish quality content
Map content to buyer journey
Balance Paid, Owned, Earned Media
Track Content Marketing ROI
I provided an example and a template for anyone to develop:
Your Content Marketing Mission Statement
Become a destination for [target audience] interested in [topics]. To help them [customer value].
This will help us [your content marketing goals]
Earn your audience’s attention vs. just buying it
Reach, engage and convert NEW buyers
AmEx Open Forum Example: Help Small Businesses Do More Business. To become the largest source of inbound leads.
I provided spreadsheets to help anyone conduct a content audit and measure their content marketing results:
Our Founder Maricka is talking at the Into The West Blogger Network in Radisson Blu Hotel & Spa, Galway on Sunday 8th February 2015.
Maricka's focus on the day was #AllThingsSEO ... Let's face it, content is now so important to the longevity of SEO, bloggers are in a better position than most...
Check out www.GalwayMarketing.ie/ for all details on OMiG (Online Marketing in Galway)
Tracking Your Content Marketing Engagement Webinar with gShift and ConvirzagShift
Strong content marketing involves a lot of strategy and insight to ensure that you are leveraging your messaging against the goals of your organization. There are a number of SEO and social metrics that you should be looking at, but there are also a few key offline engagement points that can help you measure your ROI for a content campaign as a whole.
-Importance of building content campaigns
-The impact of content on SEO
-Tracking online engagement metrics (social shares, referrals, etc)
-Understanding & tracking offline engagement metrics (call tracking)
The Content Cycle by Fresh Egg - Brighton Digital Marketing Festival 2013Fresh Egg UK
A presentation by David Somerville, head of social media at Fresh Egg, given at the 2013 Brighton Digital Marketing Festival.
The presentation covers the five different stages of the content cycle, with the aim of helping you plan, implement, measure and improve upon the success of your content marketing strategy. These five stages are:
- Discovery – an investigation stage to guide your content strategy and campaigns
- Planning and setup – a stage that ensures your content is well thought-out and designed to meet specific objectives
- Execution – creating your content and promoting it
- Reporting, analysis and insight – measuring what has happened as a result of your content campaigns
- Refinement – learning from your reporting and feeding back into planning and setup to help guide future campaigns
Learn more about our strategy services: http://newscred.com/learn-professional-services
This deck outlines the key factors for content marketing success, including:
- The core components of a content marketing strategy
- How to build a solid content marketing strategy
- How to utilize content across the buyer journey
- The content marketing roadmap
- How to conduct a content audit
- How to build your content marketing mission statement
SEO & Content Together. How SEO can help to improve your content strategy and get maximum ROI via search engine & branding. How to get branded content on top rank in search engines? How to create intent-based content to get maximum ROI?
#ContentMarketingWorld 2013 - Building Your Content Marketing Measurement Pro...Jon Wuebben
Presented at Content Marketing World 2013, "Building Your Content Marketing Measurement Program From The Ground Up" - by Jon Wuebben, CEO of Content Launch and Author, Content is Currency: Developing Powerful Content for Web & Mobile
Our take on marketing, branding and how the power shift has tipped in favour of the consumer. Looking at the various marketing channels, how the interelate, how search and new technology will change this forever.
Similar to SEMPO CITIES KANSAS CITY | The KC Search Conference (20)
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.
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.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
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.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
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.
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
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
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.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
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.
2. Welcome...or Welcome Back!
- Year number two and why we are hear again
-Our amazing organizer staff
-Our amazing sponsors
#SEMPOCitiesKC
sempo.org
3. About SEMPO
SEMPO, n. A global non-profit organization serving the
search engine marketing industry and marketing
professionals engaged in it.
Purpose: To provide a foundation for industry growth
through:
- building stronger relationships
- fostering awareness
- providing education
- promoting the industry
- generating research, and
- creating a better understanding of search and its role in
marketing
#SEMPOCitiesKC
sempo.org
4. Benefits of SEMPO Membership
• Expand Your Knowledge with webinars, hangouts, and
annual survey results
• Engage With Industry Leaders at local networking
events and through committee involvement
• Grow Your Business and Maximize Your Career
Growth through the job board, writing for the blog or
newsletter, and promoting your brand
Join Today!
sempo.org/join
#SEMPOCitiesKC
sempo.org
5. Thank You SEMPO Cities Global Sponsor
• Humanization of Search:
http://bit.ly/bing-humanization-of-search
• According to ComScore, 59 voice searchers alone are
found on Bing’s network (AOL/Yahoo/Google), but not on
Google.
• Bing is 31% of the US market on PCs:
http://bit.ly/bing-network-audience
#SEMPOCitiesKC
sempo.org
6. Thank you Global Sponsors & Platinum
Members
Acronym • BingAds • CallRail • Digital Brand Expressions
Direct Online Marketing • Higher Visibility • icrossing • iProspect • WSI
Research and Management • YP
#SEMPOCitiesKC
sempo.org
8. Thank you SEMPO Cities Kansas City
Team
• SEMPO Cities Leader:
• Josh McCoy, Vizion Interactive
• SEMPO Cities Organizers:
• Kyle Andrew, Cerner
• Tyler Barnes, emfluence
• Matthew Barnett, Intouch Solutions
• Kristina Kuska, emfluence
• Corey Morris, ER Marketing
• Quinn Sheek, DEG
#SEMPOCitiesKC
sempo.org
9. May 4-5, 2017
SHAPE THE FUTURE OF SEARCH at the 2nd Annual
SEMPO Member Forum for 1 ½ days of interactive small
group discussions on evolving search industry tactics and
strategy.
CONNECT with search industry professionals from around
the globe for our Networking Reception, and during casual
pre- and post-event meetups
Interested in attending? info@sempo.org
Interested in speaking? sempo.org/callforspeakers
#SEMPOCitiesKC
sempo.org
10. May 4-5, 2017
Attention SEMPO Cities attendees
By attending this SEMPO Cities Month event,
you are automatically entered for a chance to
win a free pass to the event in May.
Increase your odds!
All SEMPO members who submit a blog post
in 2016 will be entered for one of two chances
to win! Submit yours today:
sempo.org/submitblog
#SEMPOCitiesKC
sempo.org
12. Bing Ads Global Sponsor Spotlight
• Bing is a SEMPO Cities Global Sponsor: please follow
the sponsorship guidelines below for the Bing
Sponsorship.
• Recommend people to download the “Humanization of
Search” PDF which covers Voice Search Trends (and more)
• Talking Point of how according to ComScore, 59 million
searchers in the US alone are found on Bing’s Network
(AOL/Yahoo/Bing), but NOT on Google.
• Turns out that Bing is 31% of the US Search Market on
PCs. This data is found here (and attached).
#SEMPOCitiesKC
sempo.org
14. Better Ideas, Better Strategies
#SEMPOCitiesKC
sempo.org
Matt Lacuesta
SEO Strategist
Burns Marketing
Alex Boyer
Digital Content Cord.
Emfluence
Bethany Fief
Digital Media Manager
DEG
24. What you’re already doing
Sales
• Identifying common objections
• Understanding the audience
Take it further
• Share content
• FAQs
• Answers to common objections
• Collateral that resonates
• Sales perspective to develop personas
26. What you’re already doing
Customer service
• Understanding pain points for clients
• Improving products or service
Take it further
• Share content
• FAQs
• Common issues
• Content that helps manage expectations
28. What you’re already doing
PR
• The original link builders
• Relationship building
• Brand recognition
Take it further
• Events
• Partnerships
• Volunteerism
• Sponsorships
30. What you’re already doing
Social
• Building community
• Sharing content
• Understanding the audience
• Increasing visibility through Search Engine Result Page (SERP)
real estate
Take it further
• Indirect ranking factors
• Social search
32. What you’re already doing
Paid search
• Improving visibility in SERPs
• Sharing keyword insights
• Judging quality of content
• Testing content and conversions
Take it further
• Match keywords to search behavior
and user intent
34. What you’re already doing
Content
• Keyword research
• Content gap analysis
• Rich content for users, not just search engines
• Developing the most valuable asset
35. | @mattlacuesta | @burnsmarketing
Look at current processes
and look for opportunities for
SEO integration.
37. Helpful links
• Ranking for #0 – Dr. Pete Meyers | Moz
• http://www.slideshare.net/crumplezone/seo-for-answers-ranking-0
• Technical SEO Renaissance – Michael King | iPullRank
• http://bit.ly/tech-renaissance
• How Google Works – Paul Haahr | Google
• https://www.youtube.com/watch?v=iJPu4vHETXw
40. Nice to Meet You!
A little about me:
• Graduated from the University of Kansas
School of Journalism in 2012
• Began my career in political communications
running campaigns
• Currently Content Coordinator at
• Obsessed with Kansas City sports teams and
comedy Vines
#SEMPOCitiesKC
sempo.org
41. What is Content?
Difficult to define
• Blog Posts
• Articles
• Social Posts
• Video
• Audio
• Website copy
• Downloadables
• Advertisements
• Video game DLC
• Etc…etc…etc…
#SEMPOCitiesKC
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42. What is Content?
Marketing Definition
• Content is the vessel through which you deliver
your message to potential customers.
• Everything you use to promote your business or
your clients
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43. What is Digital Content?
Any content that is distributed digitally.
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45. Where does Content Fit?
Content can fit in any step along the journey.
• The key is having a plan for where the
content fits before you create it.
• For example – A paid search ad may fit in the discovery phase
while a series of emails in a drip campaign may move them from
analysis to consideration to action.
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46. Content in Search Engine Marketing
Content is how you continue to improve your
SEO rankings regularly.
Great, readable, interesting content can help
your ranking by improving your domain
authority, building back links and improving
quality score in ads.
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47. It all begins with a plan
Building a content plan for regular content creation
can help you:
• React to changes in Google’s algorithm
• Take advantage of keyword opportunities
• Improve or reinforce your current rankings
So today we’re going to build that plan
with a content calendar in 4 Steps.
#SEMPOCitiesKC
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48. Step 1: Identify Keywords
Find your target keywords by answering these 4
questions:
• What keywords are you ranking well in?
• What keywords do you want to improve?
• Where are your competitors ranking better than
you?
• Are there any opportunities?
• Authoritas
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49. Step 2: Get Content Ideas
Identify what kinds of content people are
sharing for inspiration
• Use BuzzSumo to search the keywords
you’ve identified
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50. Step 2: Get Content Ideas
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51. Step 3: Create a Content Calendar
Use the the keywords and potential topics you’ve
identified and plan out the next few months with
regular posting.
• While you think about the subjects you are
creating and what form of content works best.
• 1-2 subjects per month, try and spread the love
in form of content (2 blogs, 1 video, 1
infographic)
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52. Step 3: Create a Content Calendar
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53. Step 4: Stick to the plan … but be flexible
Continue to create content on a regular basis, but
the plan can change.
• Keep an eye out for opportunities and be ready
to spring, the rest of the content calendar can
wait.
• The key is to get in a rhythm – Create content
consistently, and you’ll have the time to react.
• Listen to your customers or clients – they will
give you guidance on what they want to learn
about.
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54. With a plan, you can avoid writer’s block
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56. Agenda
- Google Search – More than a question
answerer
- Google Betas & Updates
- Click to Message
- Promotion Extensions
- Shop This Look
- In-Store Visits
- Other Noteworthy Updates
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57. Google Search – A Consumer’s Best Friend
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Google ThenGoogle Now
58. Click-to-Message
#SEMPOCitiesKC
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What
• Click to Text Message Businesses from
Ad
Who
• Advertisers who are focused on lead
gen and customer service
Why
• Consumers’ preference on texting vs.
phone call
• Shorter conversion path higher CVR
60. Shop This Look
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What
• An interactive ad format that
allows users to shop a look
from socially curated content
Who
• Retail brands who are socially
active
Why
• Visual exposure
• Revenue
Shop Now
61. In-Store Visits
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What
• Digital to brick & mortar measurement
Who
• Brands that have both online and offline
presence
Why
• Show value of digital vs. traditional
• Understand how digital impacts foot traffic
62. Case Study | In-Store Visits
#SEMPOCitiesKC
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141,118 Visits
3 Months
3 Locations
1% Of
Shopping &
Search
Impressions
Visited Store
66. Developing a Better Process
#SEMPOCitiesKC
sempo.org
David Burke
Owner
Visual Future
Brody Dorland
Co-Founder
DivvyHQ
Michael Solms
VP Marketing
Go Local Interactive
84. It May Have to
Be You.
Brody Dorland
Co-Founder – DivvyHQ
@brodydorland
SEMPO Cities Kansas City
October 27, 2016
85. A Little Background
• Built my first corporate website in 2000
• Started freelancing in 2005, digging into SEO, mostly B2B
• Fast forward 10+ years and a few hundred websites…
I’ve learned three important things.
#SEMPOCitiesKC
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89. Content is the fuel that drives today’s
marketing engine. 89
90. The Reality
Communications and marketing
teams are still struggling with this
content thing.
• No coordinated strategy
• No proactive planning
• Silos = Poor communication
• Inconsistent brand messaging across
channels
• Insanely chaotic content production
processes
• Not using the right tools
91. The Organic Content Process
Strategy Ideate Plan Produce Optimize Publish Promote Analyze
92. Strategy
• You need to insert yourself into the strategic conversation
• Get cozy with buyer intent so you can boost relevance
• Map keywords to content (niche properties and individual
assets)
Awareness
What is an
editorial
calendar?
Content
planning best
practices
Discovery
Editorial
calendar
software
Top content
calendar apps
Validation
DivvyHQ
case studies
DivvyHQ vs.
CoSchedule
93. Ideation
• Use your keyword suggestion
tools
• Encourage (force) regular
ideation sessions
• Introduce a shared, centralized
place for idea storage
• Be a dependable source of new
content ideas
94. Planning
This is where most of us suck.
And there are consequences.
• Get a recurring planning meeting on
the calendar and stick to it (frequency
varies)
• Nail down a planning meeting agenda
• Setup and use an editorial/content
calendar
• Plan ahead!
95. Production Workflow
• Define your process (creation, editing/review, approvals)
• Lead time per step
• Who does what?
96. It may have to be you.
You may have to lead the charge.
You may have to drive change.
You may have the biggest impact on success.
99. Counting page views isn’t always enough.
The ‘high bounce rate’ conundrum
- Is it a weak/ineffective page?
- Or does it immediately satisfy the visitor’s need?
#SEMPOCitiesKC
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100. BIG SCARY WARNING!!! (and the 1st tip)
Always test first!
- Google Tag Manager provides an extensive
testing/debug interface. So use it!
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105. Tip #1: Use a variable for your UA code
Using a variable makes your Tags & Triggers
more transportable to different GTM
containers.
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106. Tip #1: Use a variable for your UA code
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107. Tip #2: Add JSON-LD Schema via GTM
• Use the 'Custom HTML' tag for your JSON-LD schema
• Trigger your tag on 'All Pages' or specific pages
• Many sites have NAP (name, address, phone) data in the
page footer. The 'All Pages' trigger can be used to add
schema code to all pages.
• Some pages may need more detailed schema code. For
example: a "contact us" page listing different phone
numbers for different departments.
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111. Tip #3: Track mailto: & tel: Links
Track the click on email & phone links as
events
<a href="mailto:info@domain.com">Email VisualFuture</a>
<a href="tel:01-816-531-3735">Call VisualFuture</a>
Caveat: your mailto: and tel: links must be properly formatted (HTML)
links. If your site uses Javascript/JQuery/etc. to process mailto:
and/or tel: links then the "click" may be undetectable to GTM
Tip source & recipe: https://goo.gl/CPChuv
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112. Tip #3: Track mailto: & tel: Links
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113. Tip #4: Track Outbound Links
See which outbound links get clicks
Using an event to track an outbound click has the additional benefit of
allowing the event to be configured as a goal.
Tip source & recipe: https://goo.gl/4lTGiD
#SEMPOCitiesKC
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114. Tip #5: Track Embedded YouTube Videos
Track Embedded Video Engagement
How much of your videos are visitors watching?
Tip source & recipe: https://goo.gl/8Aqf6G
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115. Tip #5: Track Embedded YouTube Videos
#SEMPOCitiesKC
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116. Tip #5: Track Embedded YouTube Videos
#SEMPOCitiesKC
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117. Tip #6: Track User Scrolling
How far will a user scroll down?
Are long pages keeping a visitor's interest? Or is content at the end of
the page ignored?
Note: this recipe may need some configuration; particularly on pages
where the length may vary over time. For example: a blog post with
‘comments enabled’ may not be the same length from one day to the
next.
Tip source & recipe: https://goo.gl/AyubHo
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118. Tip #6: Track User Scrolling
#SEMPOCitiesKC
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119. Tip #7: Track Text Copied by Visitors
See what text your visitors copy.
Do your visitors find your content compelling enough to copy?
Tip source: https://goo.gl/b4Evh4
DIY video walkthrough: https://goo.gl/2YRhtA
Tip recipe: https://goo.gl/vzqfaa
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120. Tip #7: Track Text Copied by Visitors
#SEMPOCitiesKC
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122. Better Data, Better Decisions
#SEMPOCitiesKC
sempo.org
Yosef Silver
Dir. of Client Strategy
Venta Marketing
Michael Black
Owner
SEOMike
Craig Paddock
Owner
Plaza Digital
124. Google’s Demographic Data
- Google launched demographic and interest
reports in October 2013.
- Age and gender are either guessed by Google
based on browsing history, or a user tells
Google when setting up a Google account.
- Demographic information is only available for a
sample of your traffic.
- Google applies thresholds to prevent
identification of individual users.
#SEMPOCitiesKC
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@SEOMike
125. Google’s Demographic Data
What you can learn from demographic data
- Site usage by age range
- Site usage by gender
- Most / least engaging content per segment
#SEMPOCitiesKC
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@SEOMike
126. Google’s Demographic Data
To enable Demographics reports,
- In Analytics click Admin
- Under Property click Property Settings
- Click enable Demographics and Interest Reports
#SEMPOCitiesKC
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@SEOMike
133. Content Study
We conducted a content engagement study
for a national magazine
- Identified most and least engaging content on
their site for different timeframes.
- Insights informed their editorial guidelines for
different topics to better engage most engaged
users.
- Insights informed approach to better engage
weaker audiences.
#SEMPOCitiesKC
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136. Dashboard Links
- Age Insights 18-24
- Age Insights 24-34
- Age Insights 35-44
- Age Insights 45-54
- Age Insights 55-64
- Age Insights 65+
- All Age Insights
#SEMPOCitiesKC
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@SEOMike
165. Tracking - Proper Implementation
Enable Auto-tagging/Connect Adwords and GA
Confirm UTM tracking is present on final URL
**Clicks ~= Sessions**
Segment by URL/device
Landing pages missing GA code
Mobile/micro site
Redirects
Click fraud
Links hardcoded with UTM in CMS
166. Analysis: Retention vs Acquisition
Don’t unfairly compare acquisition channels against retention
170. “Incremental” Revenue
Branded queries - navigational queries
Brand ad above organic listing isn’t 100% incremental
Segment brand from non-brand in analysis
*Non-brand ROI should be positive without aid of brand revenue
186. Low CVR/No revenue?
Do not automatically reduce bids from low CVR
Strong engagement metrics?
Is revenue the goal? Different intent?
Small sample size?
Early buying cycle term? Assisted Value
193. 193
#SEMPOCitiesK
C
sempo.org
Thank You SEMPO Cities Global Sponsor
• Humanization of Search:
http://bit.ly/bing-humanization-of-search
• According to ComScore, 59 voice searchers alone are
found on Bing’s network (AOL/Yahoo/Google), but not on
Google.
• Bing is 31% of the US market on PCs:
http://bit.ly/bing-network-audience
194. Better Optimization & Advanced Tactics
#SEMPOCitiesKC
sempo.org
Tyler Hermanson
Sr. Mgr. Search Strategy
Intouch Solutions
Andres Ospino
Organic Channel Manager
Red Fuse
Bethany Smith
Sr. Dir. Digital Strategy
WPromote
195. “PLEASE don’t start
with keywords!”
and 5 other keyword
research steps to
never skip again
Tylor Hermanson
SEMPO Cities Kansas City
October 27, 2016
206. What are we really saying?
(not provided) - The old way of tracking keywords
are dead
Hummingbird - Google’s older, less sophisticated
way of understanding entity relationships and
search intent from keywords are dead
voice search – Typing as an exclusive way to input
keywords are dead
grouped volumes – Google’s metrics for keywords
that can be trusted area dead
#SEMPOCitiesKC
sempo.org
207. What are we really saying?
(not provided) - The old way of tracking keywords
are dead
Hummingbird - Google’s older, less sophisticated
way of understanding entity relationships and
search intent from keywords are dead
voice search – Typing as an exclusive way to input
keywords are dead
grouped volumes – Google’s metrics for keywords
that can be trusted area dead
#SEMPOCitiesKC
sempo.org
208. What are we really saying?
(not provided) - The old way of tracking keywords
are dead
Hummingbird - Google’s older, less sophisticated
way of understanding entity relationships and
search intent from keywords are dead
voice search – Typing as an exclusive way to input
keywords are dead
grouped volumes – Google’s metrics for keywords
that can be trusted area dead
#SEMPOCitiesKC
sempo.org
209. What are we really saying?
(not provided) - The old way of tracking keywords
are dead
Hummingbird - Google’s older, less sophisticated
way of understanding entity relationships and
search intent from keywords are dead
voice search – Typing as an exclusive way to input
keywords are dead
grouped volumes – Google’s metrics for keywords
that can be trusted are dead
#SEMPOCitiesKC
sempo.org
221. Keywords aren’t dead BUT a lot is changin’
#SEMPOCitiesKC
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How we
- Research
- Optimize
- Track
222. And some things haven’t changed
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It uncovers
- User problems
- Brand perceptions
- Unanswered questions
It sets
- Trajectory of tactical plan
223. Wait. Now I’m confused
#SEMPOCitiesKC
sempo.org
If keyword research is
- definitely not dead
- definitely subjective
- definitely important
Why don’t we focus more
on it?
224. This is the part where I pretend to understand
behavioral economics
#SEMPOCitiesKC
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Recency bias
Automation bias
Basic skill bias
225. This is the part where I pretend to understand
behavioral economics
#SEMPOCitiesKC
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Recency bias
Automation bias
Basic skill bias
Authority bias
228. If your first step in keyword
research involves an SEO tool,
you’re doing it wrong.
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229. Who gets sued for malpractice?
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“In other words, patients don’t file lawsuits because they’ve been harmed by shoddy medical care.
Patients file lawsuits because they’ve been harmed by shoddy medical care and something else
happens… What comes up again and again in malpractice cases is that patients say they were rushed
or ignored or treated poorly.”
-Malcolm Gladwell, Blink
Should I start Spencer
Ware? How much will
Charles play?
235. Best keyword generator tools on the planet
#SEMPOCitiesKC
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Moz Keyword Explorer
KeywordTool.io
Answer the Public
SEMrush
Infinite Suggest
Keyword Shitter
239. Personas and primary keyword parallels
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Defined target, not a limiting endpoint
Supported by qualitative and quantitative data
Specificity & reach directly related
They’re both on this slide
244. Competition
#SEMPOCitiesKC
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Based on PPC spending
- $$ intent
- Even less reliable with
grouped volumes
Based on off-site
indicators of ranked
pages
- An imperfect indicator
http://bit.ly/KeywordPlannerSEO
Based on ranking
visibility of ranked pages
- An imperfect indicator
248. Long-tail casts a wider net
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Question-modifiers:
- why, can, does, what
Geo-modifiers:
- city, county, state, region (Westport, south
Florida, the Midwest, etc.)
Feature-modifiers:
- free-range, cloud-based, S Pen compatible,
water-resistant, compact, low mileage
249. Semantic - of or relating to meaning in language
Synonym - a word or phrase that means exactly or nearly
the same as another word or phrase in the same language
Semantic support – what it is and isn’t
#SEMPOCitiesKC
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George Clooney ????? DC Comics
255. How to
Superpower your
SEM Strategy
with Advanced
Social Tactics
SEMPO Cities Kansas City
October 27, 2016
256. Origin Story – Every superhero has one
Bethany Smith
• Sr. Director of Digital Strategy
• Bethany.Smith@wpromote.com
• @glowah or @wpromote
• SEO, Content & Social Media
background
• Specializes in Ecommerce, Hospitality,
Real Estate & Education verticals
• Member of Dallas Social Media Board
• 5 Times Winner of Witch Weekly’s Most
Charming Smile
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257. Welcome to Bethany’s School for Gifted
Marketers
• You will learn:
• Tips for reaching the right audience at the right time to gain the
right results
• The need for speed
• How to utilize engaging video content
• The power of Facebook’s Campaign Planner
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258. Right Audience. Right Time. Right
Results.
#SEMPOCitiesKC
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Prime.
Peruse.
Purchase.
259. Campaign Planner
#SEMPOCitiesKC
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Click to Website Campaign Estimate:
Audience
Interests: motorcycles, motorcycle parts accessories, Harley-Davidson, J&P cycles, motorcycle
superstore
Must-match Behaviors: purchased used or new motorcycle
Demographic: Males, 18-55
Location: United States
Frequency
Timeframe: November 1-28
Frequency: 2 impressions every 7 days
264. Local Support
• OG Tags
• CTAs
• Page optimization still matters
• Local Awareness ads:
• Store locator map functionality
for carousel
• Target by region or radius
around stores
• No need to publish local
pages
• Dynamic updates
#SEMPOCitiesKC
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265. Utility Belt Must-Haves
• http://bit.ly/targeting-graphic -
Wordstream’s Facebook’s Ad Targeting
Options Infographic
• http://bit.ly/facebook-audience-network -
Facebook’s Audience Network
• https://business.facebook.com/ads/planner
/ - Campaign Planner
• https://www.facebook.com/blueprint/course
s - Facebook training resources
• Canva.com – easy graphics
• Buzzsumo/Grouphigh – Social Media
Influencer Outreach Tools
#SEMPOCitiesKC
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267. CRO & SEO
in 3 Easy Steps*
Andres Ospino
SEMPO Cities Kansas City
October 27, 2016
268. Red Fuse SEO Team
Heather Physioc
SEO Practice Director
heather.physioc@vml.com
Andres Ospino
SEO Global Manager - Colgate
andres.ospino@redfuse.com
Josh Coburn
Communications Analyst – Hill’s
josh.coburn@redfuse.com
Elgin Smith
SEO Global Manager – Hill’s
elgin.smith@redfuse.com
269. What is SEO?
• Search engine optimization is a methodology of
strategies, techniques and tactics used to increase the
amount of visitors to a website by obtaining a high-ranking
placement bla…bla…bla…I don’t get it…*snore*
270. SEO Today
Make your website friendly to
search engines so they can
find all the awesomeness you
want to show the world!!!
Friendly: Make sure all your technical aspects are done right!
Awesomeness: You better have a true UVP/USP!
271. Change How You Think About Search
•It’s not about you
•Keyword obsession is dead
•Rankings are the wrong goal
•Stop chasing the algorithm
•There’s no finish line to Search
272. What is CRO?
• Conversion optimization, or conversion rate
optimization (CRO) is about increasing the percentage of
visitors to a website that eventually buy the product or
service offered
273. What is CRO & SEO?
A website is not a receptacle for traffic. A website is a
machine for conversions.
AND
Here’s what this grand pursuit of search optimization
truly comes down to: converting organic traffic into
customers.
https://www.v9seo.com/blog/2015/05/12/conversion-optimization-and-seo-traffic-without-
conversion-is-a-traffic-accident/
274. Why should we think about CRO?
ROI
Digital Media
• SEO
• SEM
• Email
• Social
Traditional Media
• TV
• Radio
• Newspaper
• Yellow Pages LOL!
Referrals
276. How to do CRO? Step 1
• Establish KPIs that are easy to link to an established
business goal
• The client must be included in this conversation
• Rankings
• Traffic
• Page Views
• Time on Site
• Pages per Visit
• Revenue
• Leads (include avg.
lead value)
• YES! Focus on $$$
277. How to do CRO? Step 2
Easy Tactics to improve CRO
• Be Visible on SERPs Using Technical SEO
• Attract With Enticing Headlines
• Encourage Action with Prominent CTAs
• Make It Easy to Convert
• Be Available to Answer Questions
(Reduce Friction)
https://www.seoexpertpage.com/seo-2015-deeper-look-into-roi-and-conversion/
278. How to do CRO? Step 2
Free Tools
• Unbounce's Dejargonator Extension
• Readability Score
• Peek User Testing
• Survey Monkey
• Google Mobile Friendly Test
• GT Metrix (Page Speed Test)
http://www.toprankblog.com/2016/07/conversion-rate-optimization-tools/
279. How to do CRO? Step 3
Case Studies Prove that you can deliver!!!
“When it comes to closing deals, 70 percent of B2B
marketers, according to the Content Marketing Institute,
find case studies to be a critical tool.
Why? Case studies provide social proof that business
solutions don’t just sound good, but that they work.”
- Brian Hughes - Entrepreneur.com
https://www.entrepreneur.com/article/281155
280. How to do CRO? Step 3
How To Create a Case Study
1. Carefully select a client that you believe would like to share their
experience
2. Present the problem the client had before working with you
3. Explain (in a clear and concise way) how you helped the client
4. Provide the results of your efforts (preferably with real numbers)
5. SHARE IT!
https://blog.kissmetrics.com/creating-a-great-case-study/
281. 2 Main Takeaways:
• Creating clear KPIs for SEO (or any digital marketing
effort) with the participation of the client will ensure that
both of you will be able to identify the tactics that
positively impacted the bottom line.
• The ability to market your wins with case studies is how
you win contract renewals and grow your business.