Rand Fishkin's presentation covering 7 of the biggest trends in SEO in 2016 from changes in Google's handling of keywords to CTR opportunities to machine learning and more.
Josh Bachynski is an academic and Ethicist with over 16 years watching Google. He is currently making a documentary about how Google has hurt small businesses, mostly unnoticed, called “Don’t Be Evil: Google’s Secret War”, and is authoring a book about ethics and morality called “The Zombies” which seeks to outline how our world population is currently infected with a mind-controlling virus forcing us to be sad, angry, and unethical (happy days!). He may be found @joshbachynski on teh’ Twitters.
Josh is a very emotional speaker, you might agree or disagree with him but you will never be bored. His opinion is very often controversial, but his Technical SEO ability is absolutely impeccable.
About Webinar
This is a second part of a complete How-to do SEO in 2016 including all the new ranking factors and major changes for 2016.
These are the training slides from the SEO training delivered by Noisy Little Monkey at their offices in Bristol.
They cover: technical, on-site, off-site, local and mobile SEO.
This lengthy (150+ slides), but very comprehensive presentation is designed to help experienced SEOs train those new to the practice over a 2-3 hour, interactive session. It covers the search engine landscape, the SEO process, keyword research, link building and the emergence of social media as a ranking signal.
Google's evolution into deep learning has created a whole new kind of algorithm; one that differs substantially from the type of ranking system SEOs & marketers have become used to over the past 17 years. In this presentation, Rand explores the changes Google's made, and how it impacts the actions necessary to be successful in 2016 and beyond.
Beginning and Advanced SEO for Beginners WorkshopJohnBolyard.com
Beginning and Advanced SEO for Beginners Workshop
1. Understand how Google and other search engines rank pages.
2. Understand what makes a web page search engine friendly.
3. Understand Google Penalties.
4. Understand Link Building as a major search strategy.
5. Understand what type of content search engines love.
6. Research and select appropriate keywords to target.
7. Successfully integrate keywords into website copy.
8. Create effective and search engine friendly web pages.
9. Create effective and optimized text navigation menus.
10. Use <h> tags, metadata and anchor text effectively.
11. Monitor search positions for target search terms.
12. Set up website architecture to be search engine friendly.
13. Create a search engine friendly sitemap.
14. Create a robots.txt file.
15. Track website performance using Google Analytics.
16. Track website performance using Google Webmaster Tools.
17. Increase your website’s link popularity.
18. Learn how to measure, collect and analyze your web traffic.
19. Measure the effectiveness of SEO activities with Google Analytics.
20. Understand the difference between organic and paid search results.
21. Set up a Google AdWords account for keyword research.
22. Choose the right keywords to promote your website.
23. Recognize the features of high-converting landing pages.
24. Track campaign performance and ROI (return on investment)
25. Report meaningful website performance data to stakeholders.
Josh Bachynski is an academic and Ethicist with over 16 years watching Google. He is currently making a documentary about how Google has hurt small businesses, mostly unnoticed, called “Don’t Be Evil: Google’s Secret War”, and is authoring a book about ethics and morality called “The Zombies” which seeks to outline how our world population is currently infected with a mind-controlling virus forcing us to be sad, angry, and unethical (happy days!). He may be found @joshbachynski on teh’ Twitters.
Josh is a very emotional speaker, you might agree or disagree with him but you will never be bored. His opinion is very often controversial, but his Technical SEO ability is absolutely impeccable.
About Webinar
This is a second part of a complete How-to do SEO in 2016 including all the new ranking factors and major changes for 2016.
These are the training slides from the SEO training delivered by Noisy Little Monkey at their offices in Bristol.
They cover: technical, on-site, off-site, local and mobile SEO.
This lengthy (150+ slides), but very comprehensive presentation is designed to help experienced SEOs train those new to the practice over a 2-3 hour, interactive session. It covers the search engine landscape, the SEO process, keyword research, link building and the emergence of social media as a ranking signal.
Google's evolution into deep learning has created a whole new kind of algorithm; one that differs substantially from the type of ranking system SEOs & marketers have become used to over the past 17 years. In this presentation, Rand explores the changes Google's made, and how it impacts the actions necessary to be successful in 2016 and beyond.
Beginning and Advanced SEO for Beginners WorkshopJohnBolyard.com
Beginning and Advanced SEO for Beginners Workshop
1. Understand how Google and other search engines rank pages.
2. Understand what makes a web page search engine friendly.
3. Understand Google Penalties.
4. Understand Link Building as a major search strategy.
5. Understand what type of content search engines love.
6. Research and select appropriate keywords to target.
7. Successfully integrate keywords into website copy.
8. Create effective and search engine friendly web pages.
9. Create effective and optimized text navigation menus.
10. Use <h> tags, metadata and anchor text effectively.
11. Monitor search positions for target search terms.
12. Set up website architecture to be search engine friendly.
13. Create a search engine friendly sitemap.
14. Create a robots.txt file.
15. Track website performance using Google Analytics.
16. Track website performance using Google Webmaster Tools.
17. Increase your website’s link popularity.
18. Learn how to measure, collect and analyze your web traffic.
19. Measure the effectiveness of SEO activities with Google Analytics.
20. Understand the difference between organic and paid search results.
21. Set up a Google AdWords account for keyword research.
22. Choose the right keywords to promote your website.
23. Recognize the features of high-converting landing pages.
24. Track campaign performance and ROI (return on investment)
25. Report meaningful website performance data to stakeholders.
Ranking Factors Data 2011: SMX Elite SydneyRand Fishkin
Rand Fishkin's presentation at SMX Elite in Sydney (Q Station) on ranking factors data form SEOmoz's survey of users and from correlation data collected from Google's rankings.
Optimizing Your Web Traffic: Turning Data and Insight into Actionable Market...Alex Harris
Learn to turn analytics and research into higher conversion rates. Results of qualitative analysis based on user feedback and customer experience recordings. Evaluation of top 5 traffic landing pages and conversion funnel
- Increase Website Sales
- Increase Leads
- Increase Email Opt-Ins
- Deeper Insight of Personas
10 ways that words affect your organic search engine rankings. The mastery of placement, variety, readability, and credibility of words can boost your website into top rankings.
Rand Fishkin's presentation from Searchlove & CTAConf on the missing metric marketers need -- the measure of work inputs that affect their goals. Also includes 7 tactics to potentially add to your work items in SEO, social, and CRO.
The Worst Lessons Marketing Ever Taught ContentRand Fishkin
Marketing can be a good thing, but it can also mislead content creators and promoters. In this presentation, delivered at Content Marketing World, Rand covers the advice often given (or interpreted) by content creators as "how to market" that should probably be ignored (or, at least, taken in context).
Ranking Factors Data 2011: SMX Elite SydneyRand Fishkin
Rand Fishkin's presentation at SMX Elite in Sydney (Q Station) on ranking factors data form SEOmoz's survey of users and from correlation data collected from Google's rankings.
Optimizing Your Web Traffic: Turning Data and Insight into Actionable Market...Alex Harris
Learn to turn analytics and research into higher conversion rates. Results of qualitative analysis based on user feedback and customer experience recordings. Evaluation of top 5 traffic landing pages and conversion funnel
- Increase Website Sales
- Increase Leads
- Increase Email Opt-Ins
- Deeper Insight of Personas
10 ways that words affect your organic search engine rankings. The mastery of placement, variety, readability, and credibility of words can boost your website into top rankings.
Rand Fishkin's presentation from Searchlove & CTAConf on the missing metric marketers need -- the measure of work inputs that affect their goals. Also includes 7 tactics to potentially add to your work items in SEO, social, and CRO.
The Worst Lessons Marketing Ever Taught ContentRand Fishkin
Marketing can be a good thing, but it can also mislead content creators and promoters. In this presentation, delivered at Content Marketing World, Rand covers the advice often given (or interpreted) by content creators as "how to market" that should probably be ignored (or, at least, taken in context).
When SEO and UX practices are combined, the results can be extraordinary. Rand walks through how the practices have evolved to have far more combined value than tensions and tradeoffs, and some ways for each to learn from the other.
The same shifts we've seen in machine learning, deep learning, and user behavior are coming to the link world. In this presentation, Rand explores what it means for SEOs, and how to combine long and short term strategy to win the SERPs
Strategies to Drive Web Traffic in the Real Estate WorldRand Fishkin
Rand's presentation at Inman Connect 2017, on how SEO, social media, content, email, and advertising can work to successfully drive traffic to real estate websites.
Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic") search
Read all SEO Tips Shared by Matt Cutts in this PPT.
Featuring insights from The Wizard of Moz himself, Rand Fishkin reminded us during his popular SEO presentation at Content Marketing World 2015, search engines are constantly evolving their algorithms to enhance their ability to serve consumers’ needs. And while current systems are highly pro cient at classifying the terms of a search query, calculating its likely intent, and ranking potential results in terms of their relevance, the search engine of tomorrow will likely use more advanced methods of mapping (and manipulating) the mechanics of meaning.
What does all this mean for marketers? And, more importantly, what should you be doing now to prepare your content for the rise of sentient SEO? Read on!
Why do some pieces of "10X" content make the leap while others languish in obscurity? Rand examines the common elements that make for success vs. failure in this analysis of 99 unique pieces of extremely high quality content pieces.
7thingsmedia's Founder & CEO , Chris Bishop, presented an intimate introduction into search engine optimization (SEO). Bishop took the group through the basics of how the various search engines work, how to efficiently rank in them and the key on page and off page ranking factors. Plus an Google Panda and Google Penguin update.
Content personalisation is becoming more prevalent. A site, it's content and/or it's products, change dynamically according to the specific needs of the user. SEO needs to ensure we do not fall behind of this trend.
Fight Back Against Back: How Search Engines & Social Networks' AI Impacts Mar...Rand Fishkin
Rand's presentation on machine learning and deep learning in Google, Facebook, and beyond, and how engagement reputation will become key to every online marketing effort.
This presentation is an introduction to SEO, or Search Engine Optimization. These slides cover the benefits of SEO, keyword ranking, and natural listings with Google.
Rand looks at Moz's 2015 analysis of ranking factors in Google's search engine and compares opinion data, correlation numbers, and experiments to give a picture of how modern SEO fits together.
This slide deck walks through Keyword Explorer, Moz's tool for keyword research, designed by Rand to help with many of the pernicious problems inherent in the keyword discovery and prioritization processes.
What Startup Execs Need to Know About SEO in 2017Rand Fishkin
Rand's presentation to Foundry Group's portfolio of startup execs in August 2017, covering 5 important areas of knowledge around SEO at the executive level.
Is the conflicting advice you are getting on SEO keeping you from success? Attending this session will help you get straight answers on the SEO issues keeping you from the top of the search engines.
This presentation talks about How to Influence Google Auto Suggest. The auto suggest is based on an algorithm and the answer to all the questions are only known by Google and no one else!
SEO stands for “search engine optimization.” It is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” search results on search engines
First Things First, What Is SEO?
SEO is simply any work carried out to increase the number and more importantly the quality of visitors to your website by making sure the website ranks in the search engines (Google etc.) for words and phrases related to what you are selling. If you sell car insurance then you want to be on page 1 of Google, preferably number 1, when someone types in car insurance. Simple.
How Do You Start SEO?
You research what words and phrases people use to buy the products and services you are selling, this is known as keyword research. The purpose of this it to make sure your pages are optimised for relevant words and phrases. It's worth noting, just because lots of people use a particular phrase doesn't mean you should optimise for it, if the competition for the phrase is tough (lots of other established sites are chasing the phrase) then you might be better chasing other less competitive phrases.
OK, I Get That, What Next?
Next you optimise your pages using the words and phrases you found. There are certain elements of a web page (title, meta, headers) that search engines focus on and these need to be set-up correctly.
Is That It?
Sadly not, because anyone can carry out keyword research and optimise their pages there are loads of well optimised pages about any given subject so Google needs a way of deciding which ones are best. It does this by measuring the number and quality of the links to your pages from pages on other websites.
How Do I Do Link Building?
In summary there are two approaches to link building. You can buy them, which is against Google's guidelines or earn them, our preferred method.
What Do I Need to Watch For When Buying SEO?
Nobody can guarantee a ranking unless they are using techniques that could get you banned from the search engines, which isn't ideal.
And Finally...
SEO can get your head in a spin. Like many things in life there are lots of different opinions on what works and what doesn't. Although there may be some magical formulae kicking around - doubtful - one thing is for sure, if you get your basic site structure and on page tagging right you will be on track for search engine success.
Keeping Up with Google's Insane Pace of ChangeRand Fishkin
Rand Fishkin's presentation on how marketers can scale with the updates and shifts Google makes on a regular basis, and how to be successful with SEO in 2013.
The Internet can work wonders: If you are looking for guidance on a home improvement project, there is a YouTube video for every conceivable “how to.” Need a last-minute recipe or want to find a unique gift item? Presto, with a few clicks results appear on your screen. Of course, it can also be frustrating. The key to using the Internet as a business tool is to reduce that frustration and connect with customers in the easiest, most direct way possible. In other words, don’t let potential leads get lost on their way to your website! (http://bit.ly/2ghsK8H)
SEO on the SERPs - Brighton SEO Closing TalkRand Fishkin
Rand's presentation from Brighton SEO, Fall 2018 focusing on the shifts in Google's behavior toward the SERP and away from referring outlinking traffic.
On Friday, August 24th, Rand Fishkin was a keynote at the 4th Annual Utah Digital Marketing Collective Conference:
Recap and video of this presentation will be located here, along with all of the other presenters. http://www.utahdmc.org/dmc-2018
Founder of Moz, founder, and CEO of Sparktoro, keynote speaker, SEO expert
Rand Fishkin is the founder of SparkToro and was previously cofounder of Moz and Inbound.org. He’s dedicated his professional life to helping people do better marketing through the Whiteboard Friday video series, his blog, and his book, Lost and Founder: A Painfully Honest Field Guide to the Startup World. When Rand’s not working, he’s most likely to be in the company of his partner in marriage and (mostly petty) crime, author Geraldine DeRuiter. If you feed him great pasta or great whiskey, he’ll give you the cheat code to rank #1 on Google.
Session Description
What’s changed in how people search the web, and how search engines serve results (and what that means for marketing)
The key to using the Internet as a business tool is to reduce that frustration and connect with customers in the easiest, most direct way possible. SEO (search engine optimization) is, perhaps, the fastest growing marketing tool available today and it works by putting your website at the top of search results page on Google and Bing when customers are searching for terms relevant to your business.
SearchLove Boston 2016 | Larry Kim | Hacking RankBrain: Four Strategies You’l...Distilled
RankBrain debuted last year as Google's third most weighted ranking signal and is currently leveraged for obscure long tail queries. However as RankBrain is perfected and refined, it will likely be used on more queries and weighted more heavily, and even displace links and on-page SEO factors as Google’s #1 SEO ranking factor in the distant future: SEO judgement day. This session will reverse engineer how RankBrain actually works, exposing four critical vulnerabilities and share unusual, yet completely white-hat ways to benefit from future Rankbrain updates. The biggest SEO ranking factor shift of all time is underway, moving away from links and keywords towards Rankbrain user engagement signals. Attend this session if you want your rankings to live. Join the resistance today!
Why It Doesn’t Matter If You Are #1 on GoogleCharlie Kalech
The Death of the Keyword and what you should be focussing on instead. Is SEO dead as well, what is the solution. Facebook reach for business pages has plummeted - is there an alternative?
Get an early look at the marketing and customer research problems SparkToro exists to solve, beta product screenshots, use cases, and pricing/launch plans.
As web marketing undergoes its biggest shift in a decade, how we impact audiences needs to evolve. In this presentation, Rand shows how web marketers in content, search, social, and advertising (+ influencer marketing) can shift their strategic and tactical investments to align with what the big platforms offer, and how consumer behavior has changed, too.
Influencer marketing can be a powerful tactic, but the practice is far too narrow, and often focused on wrong metrics. In this presentation, Rand expands on what marketing through influence can do, and shows examples of a higher ROI form of marketing through channels of influence (not just Instagram & YouTube "influencers")
How to Kick Butt with Your Email OutreachRand Fishkin
Rand's presentation from Searchlove on how to get (almost) everything you've ever wanted with just an email. If you're trying to do email outreach to improve your content marketing, social media efforts, link building, public relations opportunities, networking, product feedback, and more, these slides are for you!
One of the biggest reasons startups fail is the inability to scalably attract customers at low cost. In this presentation, Rand covers 8 reasons startups miss out on marketing success, and tips for how to overcome these pitfalls.
The Invisible Giant that Mucks Up Our MarketingRand Fishkin
Rand's presentation on the biases of cultural conditioning in the marketing world, and how history and media nudges marketers to make bad choices (along with loads of tactical SEO, social media, and content marketing tips).
Rand's presentation from the Marketing Loves Sales conference in Portland, Oregon, covering the landscape of search, and tactical tips for B2B practitioners of SEO.
How to Survive Google's Trojan Horsing of the WebRand Fishkin
Rand's presentation from Mozcon 2017 on how Google enters and often crowds out competitors in vertical search spaces (and how marketers can fight back against this threat).
Thanks to a partnership with Jumpshot, Moz is presenting data about Google's search growth, click distribution, and more via a panel of millions of US web users.
This presentation examines how Google's ranking systems have prioritized searcher-task-accomplishment, and how SEOs must respond by optimizing for this process.
Rand's presentation on how to select strategic, digital marketing investments for your brand. Advice: step back, stop doing what you're good at or what you've been hired/asked to do in order to figure out what channels and tactics might work even better.
Incorporating Clicks, Attention and Satisfaction into a SERP Evaluation ModelRand Fishkin
Slides by Aleksandr Chuklin and Maarten de Rijke, presented at the 2016 CIKM Conference. The authors propose a methodology for better evaluating searcher satisfaction and incorporating it into how search results are evaluated and ranked.
p.s. This document was originally published at https://www.researchgate.net/publication/309416715_Slides_Incorporating_Clicks_Attention_and_Satisfaction_into_a_SERP_Evaluation_Model
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
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/
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
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.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
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
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
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 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.
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.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
13. See Where Your Competition Gets Their Traffic:
Via SimilarWeb Pro
These are the sites
that sent traffic to
WarbyParker.com in
March, 2016
14. Apply different tactics
to reach audiences on
different sites
Amazon’s ranking
factors can be
found here.
Conversion rate
plays a big role.
15. Consider Content for Multiple Engines
Moz first puts videos up on our site, then later uploads
to YouTube to benefit from both classic SEO and video
26. You can make these estimates yourself when evaluating
keywords for SEO effort:
27. Or you can use a tool like Keyword Explorer to get the
CTR Opportunity scores
100% CTR
Opportunity
60% CTR
Opportunity
28. It’s Possible to Use SEO to Get Into Featured Snippets
(and earn big CTR boosts)
They beat out Wikipedia by
phrasing the content to
match the *answer* Google
wanted for this search
query
29. More on How to Become theAnswer:
Via Dr. Pete (and more Dr. Pete)
30. Keyword Data is More
Obfuscated, Less Reliable, &
Less Accessible
#5
31. The Classic Source of Volume Data is GoogleAdWords,
and there’s a Lot of Weirdness There
39. Don’t Use Google’s Volume Numbers asAbsolutes,
Only as Relative Comparisons
There are probably
more people searching
for “champagne flutes”
than “toasting flutes”,
but 12,100 and 1,900
almost certainly aren’t
the real quantities.
40. Google Trends is Good for Volume Comparison
“Champagne flutes” is
likely ~5-10X the
volume of “toasting
flutes”
41. KW Explorer Uses Clickstream Data and Volume Ranges
that May Give GreaterAccuracy
In our tests, these ranges
contained the true search
volume 95% of the time.
42. Want the Best DataAbout Volume, Conversions,
and Trends?
You’ll need to buy the
keywords and measure
directly in AdWords.
43. Don’t Rely Exclusively on KW Planner for Keyword
Suggestions/Ideas
Search Suggest and
Related Searches are smart
additions (and totally free)
44. 7 Kinds of KW Research Expansions to Try:
1) Search
Suggest
2) People Also Search
For…
3) Similar Pages Rank
For…
4) Semantically Connected
Terms
5) Topically-Related Searches
6) Questions Containing these KWs
7) AdWords (Commercial)
45. Tools that Have These Discovery Options:
1
)
2
)
3
)
4
)
5
)
6
)
(Free & Paid) SEMRush
(Free & Paid) KeywordTool.io
7
)
(Paid) SimilarWeb
(Free & Paid) Moz KW Explorer
(Free) Ubersuggest
(Free) Answer The Public
67. Analyze Which Types of SERPsAppear Most in the
Keywords You CareAbout
These show me how
many of each SERP type
appears in the results for
this keyword list (via
68. Then Determine What Verticals & SERPTypes You
Need to Optimize For
It might pay to
generate some
visual charts in
addition to a
text-only
version…
71. Be On the Right Platform For Your SERPs:
Videos:
E-Commerce:
Podcasts:
Local Businesses:
News:
Apps:
YouTube Vimeo Facebook
G Shopping Amazon eBay Etsy
G
Play
iTunes
G
Maps
SoundcloudLibsyn
Apple Maps Bing Maps
G News
iTunes G
77. On-Page SEO is No Longer
Satisfied by Raw Keyword Use
Either
These keywords are nearly
as important to use on a
page targeting the query as
the query keywords
themselves
80. Matching Your Content to What SearchersAre
Seeking is Critical, Too
Trulia knows searchers want
home prices, by
neighborhood, with trend
data, zipcode filters, and a
zoomable map.
81. Use of related topics to indicate the content’s
relevance
Serving KWs w/ matching intent together on one page
Thorough answers/solutions to the searcher’s query
Unique value over what other sites in the SERPs
Intelligent keyword use in page title, meta
description, URL, and top few paragraphs (just as
before)
On-Page SEO in 2016 Requires
86. And that all of these
queries probably share
intent and should bring
back similar kinds of
87. Google Uses User, Usage, & Engagement
Data to Determine How to Rank Content
I hate bullet
points, but
this slide from
Google Search
Engineer Paul
Haahr, shows
how clicks are
used to grade
performance
Via How Google Works on Slideshare
88. This is a good SERP –
searchers rarely bounce, rarely
short-click, and rarely need to
enter other queries or go to
page 2.
89. This is a bad SERP –
searchers bounce often,
click other results, rarely
long-click, and try other
queries. They’re definitely
not happy.
90. Someday,Algorithms Built by Machines Will Outperform
those Hand-Selected by Engineers
Potential Ranking
Factors
(e.g. PageRank, TF*IDF,
Topic Modeling, QDF, Clicks,
Entity Association, etc.)
Training Data
(i.e. good search results)
Learning
Process
Best Fit
Algo
95. Focus on Signal:Noise Ratio – Don’t Let Bad Pages
Drag Down a Good Site
Quantity of Pages
Earning SERP Visits
Relative Time on Site,
Bounce Rate, Pgs/Visit,
Searcher Satisfaction
Site’s Search
Engagement
Reputation
=
97. Find Ways to Beat Your Competition’s &
YourAverage Ranking Position’s CTR
If you rank #3, but have a higher-
than-average CTR for that
position, you might get moved up.
Via Philip Petrescu on Moz
98. Serve Multiple Searcher Intents,
Not Just Your Own Interests
You can’t just try to sell sous
vide cooking devices to the
<1% of searchers who are
ready to buy after performing
this query.
To compete long term,
you’ll need to empathize
with and serve ALL of these
intents with your ranking
99. Note that NONE of these SERPs
are trying to sell equipment
directly. They’re serving the
*intent* of the widest range of
searchers.
100. Speed, speed, and more speed
Delivers an easy, enjoyable experience on every device
Compels visitors to engage, share, & return
Avoids features that dissuade or annoy visitors
Authoritative, comprehensive content that’s uniquely
valuable vs. what anyone else in your space provides
Make UX a Cornerstone of Your SEO:
101. Invest in Content 10X Better Than Your What Your
Competition Can Create
See this list of
10X Content
for examples
and resources
on how to
create it