SMX@adtech: Search Engine Optimization Tactics — BruceClay
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This document outlines several SEO best practices for optimizing a website, including on-page factors like keywords, headings and links; engagement objects like images and videos; site architecture through siloing of related content; and server performance. It emphasizes the importance of being a subject matter expert by adding substantial unique content on specific topics and getting links from other experts. Key recommendations include using appropriate on-page elements, structuring content into topic-based silos, ensuring technical factors don't prevent indexing, and behaving naturally to build authority through links and engaging content.
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The Almighty Local Dollar — Michele Slack
SFGate is the #1 news website in the Bay Area with a highly engaged local audience. It has a large local sales force and strategic partnerships to provide digital marketing solutions to meet clients' needs, including selling ads on the Yahoo network, geo-targeting search campaigns on Google, Yahoo, MSN and Ask, and using behavioral targeting segments. SFGate offers solutions targeting different stages of the purchasing funnel from awareness to purchase.
The Almighty Local Dollar — Greg Sterling
- The local ad market in North America is worth over $90 billion according to the IAB and other media sources.
- While local search is often associated with small businesses like plumbers and pizza places, major brands are also leveraging local online ads to drive customers to physical store locations.
- The majority of transactions still occur offline in stores, despite more consumers researching online first. E-commerce makes up less than 4% of US retail sales.
Local Search Tactics — Matt McGee
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Content Marketing Strategies — Rebecca Watson
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Venable Sponsored Workshop 2
This document summarizes guidelines from the FTC and state attorneys general for online marketers and affiliates to avoid investigations and enforcement actions for deceptive practices. It outlines what constitutes deception under the FTC Act, how the FTC interprets marketing claims, disclosure requirements, and the investigative and enforcement processes of the FTC and state agencies. It also provides examples of past FTC and state actions against online marketers and affiliates related to areas like mortgage offers, debt relief, and spam emails. The document advises best practices for legal compliance.
Venable Sponsored Workshop 1
This document discusses legal risks for online advertisers, affiliates, and networks related to deceptive advertising claims and government investigations. It provides tips to avoid investigations and outlines principles from the FTC regarding negative option marketing and endorsements. Specifically, it advises disclosing material terms and obtaining affirmative consent from consumers. It also warns against false celebrity endorsements or claims without substantiation. Lastly, it notes that advertisers, affiliates, ad networks, and others involved in online marketing can potentially face liability for deceptive practices.
Media Trust Sponsored Workshop — Forrester
Interactive investments and marketing spending will likely increase during the recession according to a survey, as 43% said they would boost interactive spending and 13% said they would increase overall marketing budgets. Performance matters as marketers seek increased accountability for every advertising dollar spent due to economic pressures on budgets.
Media Trust Sponsored Workshop
Advaliant is a performance marketing platform that helps companies improve their digital advertising efforts. It provides tools to measure the results of online campaigns and optimize spending to generate the best returns. The goal of Advaliant is to revolutionize how companies use data and technology to grow their business through performance marketing.
SMX@adtech: Trends and Developments — JeffPruitt
1. The document summarizes trends from a panel discussion on search marketing, including that search engines give equal access to information and brands need to create "connected" experiences for users.
2. Key statistics on search advertising spending are provided, showing a majority is spent on paid placements and that budgets are shifting from offline to online/search media. Organic search engine optimization also remains very popular.
3. The evolution of search engines is discussed, noting they now provide better, faster responses across multiple content types like video and local results. Performance media is also discussed as search drives cross-channel advertising.
SMX@adtech: Search Engine Optimization Tactics — JulieSun
Julie Sun discussed search engine optimization tactics for increasing organic search traffic. She covered optimizing editorial content through keyword research and title/headline optimization, building SEO best practices into product development and press review workflows, using links and social media for off-site optimization, and how MTV saw a 48% year-over-year increase in search traffic through implementing SEO strategies.
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Master Class Workshop: Designing for Conversion — Paul Pangaro
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