Mobile-First Design has been a Best Practice awhile, and Google is finally about to support it with Mobile-First Indexing, but Mobile-First Design and Mobile-First Indexing are not the same thing. Mobile-First Indexing is about cross-device accessibility of information, to help integrate digital assistants and web-enabled devices that don’t even have browsers, to achieve Google’s larger goals. Learn how Mobile-First Indexing will give digital marketers their first real swing at influencing Google’s new AI (Artificial Intelligence) landscape! Marketers who embrace an accurate understanding of Mobile-First Indexing could see a huge first-mover advantage, similar to the early days of the web, and we all need to be prepared.
Getting the most out of your optimization efforts means understanding the data you’re collecting, from analytics implementation, to report setup, to analysis techniques. In this session, Krista walks you through several tips for using analytics data to empower your optimization efforts and then takes it further to show you how to up-level your efforts to take advantage of personalization from mass scale all the way down to individual user actions.
We've seen big changes to SEO recently, from an explosion in SERP features to RankBrain to voice search. These fundamental changes to organic search marketing can be daunting, and it's hard to know where to get started. Dr. Pete will walk you through five big changes and five tactics for coping with those changes today.
Digital marketers are ignoring huge opportunities to promote their content through paid channels, and I want to give them the tools to get started. How many brands out there are spending $500+ on a blog post, and then moving on to the next one before that post has been seen by 500 people, or even 50? For some reason, everyone thinks about Outbrain and native ads when we talk about paid content distribution, but the real opportunity is in highly targeted paid social.
The SERP is the front end of Google's multi-billion dollar consumer research machine. They know what searchers want. In this data-heavy talk, Rob will teach you how to uncover what Google already knows about what searchers are looking for. Using this knowledge, you can deliver the right content to the right searchers at the right time, every time.
Site. Migration. No two words elicit more fear, joy, or excitement in a digital marketer. When the idea was shared three years ago, the company was excited. They dreamed of new features and efficiency. But as SEOs, we knew better. We knew there would be midnight strategy sessions with IT. More UAT environments than we could track. Deadlines, requirements, and compromises forged through hallway chats. … The result was a stable transition with minimal dips in traffic. What we didn't know, however, was the amount of cross-functional coordination that was required to pull it off.
It almost seems too good to be true — online forums where people automatically segment themselves into different markets and demographics and then vote on what content they like best. These forums, including Reddit, are treasure troves of content ideas. I'll share actionable insights from three case studies that demonstrate how your marketing can benefit from content on Reddit.
Everyone knows intent behind the search matters. In e-commerce, intent is somewhat easy to see. B2B, or better yet healthcare, isn't quite as easy. Matching persona intent to keywords requires a bit more thought. Kathryn will cover how to find intent modifiers during keyword research, how to organize those modifiers into the search funnel, and how to quickly find unique universal results at different levels of the search funnel to utilize.
If nailing the omnichannel experience (whatever that means!) is key to getting more traffic and converting more leads, what happens if we have our channel priorities out of order? Justine will show you how email— far from being an old-school afterthought—is core to hitting marketing goals, building lifetime value, and making customers happy.
Capturing and keeping attention is one of the hardest parts of our job today. Fact: It's just going to get harder with the advent of new technology and conversational interfaces. In the brave new world we're stepping into, the key questions are: How do we get discovered? How can we delight our audiences? And how can we grow revenue for our clients? Come to this session to learn how to make your marketing and advertising efforts something people are going to want to consume.
Feel the energy surge through your veins as you gain content creation powers THE LIKES OF WHICH YOU HAVE NEVER EXPERIENCED… Or, just learn a process for creating great content when it's just you and your little teeny team. Because size doesn't matter.
We all have heard for SEO and Google rankings, but what is becoming even more important to rank your website high is UXO.