SMX West 2013

1 ® 2008-2013 e-storm international
SMX West 2013 Trends and Major Takeaways by
e-storm International
Prepared by Mori Yagi, Mel
Kreitz, and Summer
Romasco

Agenda
• Overview
• Top Session Takeaways
• Mel
• Summer
• Mori
• What can we do today?

It’s not just about search!
• The Semantic Web - Structured Data!
• Facebook Open Graph Search
• Google Knowledge Graph
• Social Media!
• Content Strategy!
• Authorship & “Author Rank”
• Remarketing – don’t be creepy!
• User Personas + Keyword Demographics!

What About Censorship??

Amherst College Dilemma

Thinspiration

LINK JUICE
The Dirty Work

Link Building

Harvesting Keywords

MOBILE TRACK

Mobile Takeaways
• Mobile is not it’s own channel
anymore
• Path to purchase.
• Query behavior by device type.
We are either asleep or online.
• Daytime desktop.
• Evening tablet.
• Mobile all day long.
• Context drives device choice
• Time - goal - location -
capabilities
• Start thinking about context of
query (how it affects intent)
• Page experience is important
• Google Full Value of Mobile:
• http://www.howtogomo.com/fvm/e
n/d/
• http://youtu.be/EdCFxNvuvSI

ENTERPRISE TRACK

The All-Important Role
of Communication
George Michie - RKG
• Brand is Different
• Pull Marketing
• Budgets vs. ROI Focus
• Accurate Success Metrics
• Diminishing Marginal Returns
• Prioritization Iceberg
• Change is Coming

Maximizing Enterprise
PPC
John Zoglin, IBM
• Align:
• Money
• Digital Strategies and
Dashboards
• KPIs in support of Digital
Strategy
• Paid and Organic
• PPC and other channels role
throughout customers’
purchase cycle
• Tactical Learnings:
• Budget Timing
• Institutionalize Best Practices
• Integration and Branding
tradeoffs. Impact of
acquisitions on brand equity
• Keyword Governance

SEO + PPC

Google Search ads Pause Study:
“A low value for IAC may occur
when the paid and organic results
are both similar and in close
proximity to each other on the
search results page.”
Translation:
When you have top listings for
BOTH Paid and Organic AND
messages are similar – they click
ORGANIC

BIG DATA AND SEARCH
MARKETING

Kevin Lee, Didit
The Power of Audience
Keywords tell you very little about
audience
Geography predicts demographic and
psychographic audience segments:
• Conversion rate
• Income
• Wealth
• Weight / BMI
• Age
• and dozens more
Common Mistake
Going after the wrong long-tail
There are more powerful tails than the
keyword long-tail.
Failure to consider audience.
A single keyword can be segmented
into mid-to-long-tail audiences.

User Intent and Big Data
• User Happiness = Relevant Experience
• Relevance signals
• IR signals, bounce rate, tie on site, page views, cart rate,
conversion rate
• User intent and content relevance
• e.g. landing page selection by queries
• intent depends on query
• User History
• Pages/products browsed last time
• Color, gender, brand, location preferences
• Price sensitivity
• User Request
• Referral
• Query, type of Ad, Targeting query, Creative,
promotion information in ad
• Request
• IP Address (location), User Agent
• Competitive Data
• Who else is advertising with you?
• What is the messaging that made people come to you?
On-site retargeting – use user history to
deliver custom nav/banners.

BLOGGING

Optimized Blogging
o Frequent scheduled posts
o Give readers a reason to come back
o Incentivize contributors

Source Topics
o Let your audience help
o Source topics from Qs @ Quora, Reddit, and other communities
o Drop answers in threads w/ link back to blog post

SEO Opportunities
o Find SEO opportunity gaps
o Use autofill, check the results, and write the result Google wants
o Optimize meta tags

Use Google Authorship
o Branding & trust

Optimized Blogging
o Include FASS buttons
o Consistency & planning
o Create a content calendar

CONTENT

Optimized Blogging
o It’s not a blog w/o
social
o Entire Social media
Strategy should center
on blog
o Create multiple Social
media touch points to
draw people in.
o Leverage blog for
traffic & conversions

One Piece of Content, Many Benefits
o Customize posts for each network
o Update old blog posts
o Answer you FAQs by blogging
o Highlight weekly posts in an e-newsletter
o Sales pages/Case Studies
o Share testimonials on FB & Google+
o Tweet except from case study & link back

Repurpose Content
o Blog Post
o Tweet something from a post & link back
o Aggregate related blog posts to make a white paper
o Post blog article to LinkedIn to start discussion
o Create video to link back to blog
o Answer FAQs by Blogging

Repurpose Content
o Whitepaper/E-book
o Create a blog series based on the paper
o Turn old blogs into an eBook
o Tweet a stat and link back to the whitepaper
o Post a fact on FB or Twitter & link back
o Pull out an excerpt from e-newsletter

PPC ANALYTICS

Before & After

Directed Reporting

Reporting (elements of UX)

Summary

Pulling Data
o Customize your columns & save the format
o No calculated metrics

Future Proofing
o Delete top & bottom rows (headings & totals)
o Select entire column when creating pivot tables

Structure
o Create calculated metrics
o Rename fields to remove “sum of”
o Change number formats

Format

Dig Deeper
o See the overall impact of a term.
o Use “Does Not Contain” filter to measure the impact on
your account.

Summary

WHAT CAN WE DO
RIGHT NOW?

References
Agenda:
http://searchmarketingexpo.com/west/agenda
Speaker presentations:
https://estorminternational.centraldesktop.com/p/ZgAAAAAALf6M
Session notes:
https://www.evernote.com/pub/mkyagi/smxnotes

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