reids recap of smx east 2013
TRANSCRIPT
SEO Highlights of SMX East 2013
OverviewAll SMX East Slides here.
Main Sessions I’ll cover:• Life Beyond Google: Diversifying Your Digital Marketing
• Getting Mobile SEO Right – Because Now Google Really Cares
• Scaling Your Search Marketing Efforts: Agency Edition
• Think You Know Good Content? Fuggedaboutit. Here’s What Really Counts
• In-House SEO And PPC: What You Can Learn From Each Other, Optimally
• Rock-Your-World SMX Takeaways
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Penguin-Proof Link-Building
“Google can never devalue relationships” - Neal Rodriguez, @notifyneal
Digital Marketing & Google Analytics Consultants 412-381-5500 | 24 S 18th Street STE 100 Pittsburgh PA 15203
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Life Beyond Google: Diversifying Your Digital
MarketingInteresting Sidenote• This was the most packed session I attended, and the attendees were
largely in-house
• Many marketers must feel over-dependent on big G.
3 solid presentations and slide decks• Life Beyond Google: Building a Better Marketing Model
by Ted Ives, @tedives
• Finding and Measuring Success on YouTube by Matt Ballek
• Diversifying Your Digital Marketing Efforts by Brandon Hassler, @brandonhassler
Digital Marketing & Google Analytics Consultants 412-381-5500 | 24 S 18th Street STE 100 Pittsburgh PA 15203
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Life Beyond Google: Diversifying Your Digital
Marketing, pt 2
The old way is oriented around how you allocate your budget.
Digital Marketing & Google Analytics Consultants 412-381-5500 | 24 S 18th Street STE 100 Pittsburgh PA 15203
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Life Beyond Google: Diversifying Your Digital
Marketing, pt 3How Marketers should think about Marketing
• Be customer oriented. Think about whole system. Then think channels.
• Ask “what are we going to communicate to who?” Then you can ask “how do we do it?”
Digital Marketing & Google Analytics Consultants 412-381-5500 | 24 S 18th Street STE 100 Pittsburgh PA 15203
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What Are The Most Important Search Ranking Factors?
A rehash of 2 must-read (correlation) ranking studies
• 2013 Search Ranking FactorsBy Matthew Peters from Moz, @mattthemathman
– Link to main page of Moz study here.
• What are the Most Important Search Ranking Factors?by Marcus Tobers from Search Metrics, @marcustober
– Link to main page of Search Metrics study here.
Digital Marketing & Google Analytics Consultants 412-381-5500 | 24 S 18th Street STE 100 Pittsburgh PA 15203
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Getting Mobile SEO Right – Because Now Google Really Cares
• ¼ of searches are mobile
• Google projects mobile search volume to overtake desktop
• Good Slides in Why Getting Mobile SEO Right Mattersby Bryson Muenier, (@brysonmeunier)
• Pierre Far from Google (@pierrefar) was backing Bryson’s stuff up
• Mobile-specific quality considerations will become a ranking factor
• Additional articles on mobile best practices by Google:– Changes in rankings of smartphone search results– Common mistakes in smartphone sites– Building Smartphone-Optimized Websites
Digital Marketing & Google Analytics Consultants 412-381-5500 | 24 S 18th Street STE 100 Pittsburgh PA 15203
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Getting Mobile SEO Right – Because Now Google Really
Cares, Pt 2
– from Bryson Muenier
Digital Marketing & Google Analytics Consultants 412-381-5500 | 24 S 18th Street STE 100 Pittsburgh PA 15203
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Getting Mobile SEO Right – Because Now Google Really
Cares, Pt 3 The Big Mobile Mistakes to watch for:
Digital Marketing & Google Analytics Consultants 412-381-5500 | 24 S 18th Street STE 100 Pittsburgh PA 15203
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Scaling Your Search Marketing Efforts: Agency Edition
…Or “How to Grow Your Agency”
• 2 Great presentations/slide decks
• Scaling Search Marketing Agency Efforts by Wayne Sleight, @waynesleight
• Scaling Your Search Marketing Efforts - Agency Edition by Phillip Thune, @textbroker
Digital Marketing & Google Analytics Consultants 412-381-5500 | 24 S 18th Street STE 100 Pittsburgh PA 15203
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Scaling Your Search Marketing Efforts: Agency Edition, Pt 2
Wayne’s 5 pillars of growing an agency
Digital Marketing & Google Analytics Consultants 412-381-5500 | 24 S 18th Street STE 100 Pittsburgh PA 15203
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Think You Know Good Content? Fuggedaboutit. Here’s What Really
CountsIt’s all about good SEO Content
• Eric Enge, @stonetemple– Say something unique – and that doesn’t mean changing the words so that it’s not technically duplicate content.
• Creating Good Content That Really Countsby Amy Vernon (Digg champion), @amyvernon
• How To Turn Brain Science Into Bucksby Heather Lloyd Martin, @heatherlloyd
– My favorite presentation– All about how to create more compelling sales copy
Digital Marketing & Google Analytics Consultants 412-381-5500 | 24 S 18th Street STE 100 Pittsburgh PA 15203
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Think You Know Good Content? Fuggedaboutit. Here’s What Really
Counts, Pt 2To drive action, get emotional
Digital Marketing & Google Analytics Consultants 412-381-5500 | 24 S 18th Street STE 100 Pittsburgh PA 15203
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Think You Know Good Content? Fuggedaboutit. Here’s What Really
Counts, Pt 3Heather’s Top Tips:
• TAKE TESTIMONIALS TO THE NEXT LEVEL– Social proof– Match testimonials to different verticals/audience segments
• WE CAN LEARN FROM INFOMERCIALS– Stories sell
• USE THE POWER OF THREE TO YOUR ADVANTAGE – 3 word headlines, 3 bullet points, 3 copy blocks, etc…– (thought this was reminiscent of Dale Carnegie’s, "Tell them what you going to tell them, tell them,
then tell them what you just told them.”)
• LET’S GET TEXTURAL– “Use vivid, sensory, emotional adjectives to engage the brain” - Roger Dooley
Digital Marketing & Google Analytics Consultants 412-381-5500 | 24 S 18th Street STE 100 Pittsburgh PA 15203
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Conversation: Where’s SEO Going In 2014?
Main Takeaway =The SEO Industry is Friggin INSANE
Digital Marketing & Google Analytics Consultants 412-381-5500 | 24 S 18th Street STE 100 Pittsburgh PA 15203
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In-House SEO And PPC: What You Can Learn From Each Other,
OptimallyWhat In-House SEO and PPC Teams Can Learn From Each Other
by Mark Munroe (@markmunroe) and Evan Waters (@ppcbro)
• …Or “SEO + PPC: living together in perfect harmony”
• Contrary to popular belief, – When both PPC and SEO listings are in SERPs, CTR for both typically goes up
Digital Marketing & Google Analytics Consultants 412-381-5500 | 24 S 18th Street STE 100 Pittsburgh PA 15203
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In-House SEO And PPC: What You Can Learn From Each Other,
Optimally, PT 2Ways PPC can help SEO(Mark & Evan)
• Split Testing– Infrastructure and proces– Tips from past A/B Tests
• Keyword Research – Especially for long-tail content– Especially to help understand what converts
• Improving CTR in SERP listings– Successful PPC ad copy can be used in Meta Descriptions and Titles
Digital Marketing & Google Analytics Consultants 412-381-5500 | 24 S 18th Street STE 100 Pittsburgh PA 15203
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In-House SEO And PPC: What You Can Learn From Each Other,
Optimally, PT 3Ways SEO can help PPC
(Mark & Evan)
• If CPC is too expensive to be profitable for important keywords– Then, consider attacking those keywords with SEO
• Helping with negative keywords – Ideas and quality data from organic data
• Helping with geo-targeting via organic data
• Boosting quality score via SEO-informed landing page optimization
Digital Marketing & Google Analytics Consultants 412-381-5500 | 24 S 18th Street STE 100 Pittsburgh PA 15203
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In-House SEO And PPC: What You Can Learn From Each Other,
Optimally, PT 4Ways SEO and PPC can help each other at same time(Mark & Evan)
• Controlling SERPs for banded search– To improve CTR (when there’s competitor ads)– For reputation mgmt
• Understanding what’s the best landing page for branded searches– Sitelinks and keyword-use
• Conversion-rate optimization on landing pages
Digital Marketing & Google Analytics Consultants 412-381-5500 | 24 S 18th Street STE 100 Pittsburgh PA 15203
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Rock-Your-World SMX Takeaways
Multiple speakers summarizing key takeaways
Session slides in one deck here.
• Eric Enge, @stonetemple – Author Rank: not here yet, but coming– Think strategically, not tactically
• Rhea Drysdale, @rhea– Diversify your marketing– Don’t take what you hear at face value– All about that ROI - focus on what matters– Develop content that helps your audience– Secure search not going anywhere– SEOs are behavioralists– Entity search and knowledge graph is big– Hopefully link building will die
– Be a legitimate business/brand
Digital Marketing & Google Analytics Consultants 412-381-5500 | 24 S 18th Street STE 100 Pittsburgh PA 15203
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Rock-Your-World SMX Takeaways, Pt 2
• Jim Yu, @jimyu– Embrace mobile.– At the end of this yr, more mobile devices than people. – Optimize mobile landing pages– Content expectations are different for mobile
• Elizabeth Marsten, @ebkendo– Mobile matters – a lot– If you need to convince a client (or boss), there’s so much data available, that there is no
excuse not to do mobile right
Digital Marketing & Google Analytics Consultants 412-381-5500 | 24 S 18th Street STE 100 Pittsburgh PA 15203
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Rock-Your-World SMX Takeaways, Pt 3
• Matt Van Wagner, @mvanwagner – Google Display Network is all about finding “perfect placements”
• Annalise Kaylor, @annabelleblue – Social media is a tactic, not a strategy.– Social media isn’t 100% of one person’s job. It’s 1% of everyone’s job. – Targeting is your friend
• Alistair Dent, @periscopix– Enhanced Campaigns (AdWords) rock ->
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