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@SMX
@SMX
@SMX
SEO Ranking Factors In 2018: What's Important, What's Not
#SMXInsights
@Chanelle_Harbin
▪ Create content around data and
research valuable to your audience
▪ Add value to the webmaster and their readers
Tactics:
▪ Link reclamation – reach out to those who
already wrote about your brand
▪ Broken backlinks – use a backlink analysis tool, export links
and filter out by status to discover broken backlinks
▪ Reach out to sites that have similar content that ranks highly
#SMXInsights
#11A
@SMX
SEO Ranking Factors In 2018: What's Important, What's Not
#SMXInsights
@Chanelle_Harbin
Evaluate your site’s page performance:
• Chrome User Experience Report
• PageSpeed Insights
• Pingdom
• LightHouse
• GTMetrix
– Get the right stakeholders involved and
buy developers beer
– Ensure your optimized for mobile
#11A
@SMX
SEO Ranking Factors In 2018: What's Important, What's Not
#SMXInsights
@Chanelle_Harbin
AMP Validation:
• Check Google Search Console for errors
• Have content team download the
Google Chrome AMP Validator extension
https://chrome.google.com/webstore/detail/amp-
validator/nmoffdblmcmgeicmolmhobpoocbbmknc?hl=en
– Involve analytics teams throughout the process
– Ensure your AMP pages support any monetization
– Read the AMP roadmap - check for new AMP
functionalities
– Include top navigation on AMP page
#SMXInsights
#11A
@SMX
SEO Ranking Factors In 2018: What's Important, What's Not
#SMXInsights
@Chanelle_Harbin
Keyword Research:
– Identify question search queries (what, when, where,
why and how) related to your industry
– Browse Google’s “People also ask” section
to gain insight into questions related to a give topic
– Identify queries that you already rank high for
to optimize for featured snippets
Answer the user:
– Provide steps for the user to follow
– Provide a direct answer to the question
– Monitor questions asked on social
#11A
@SMX
SEO Ranking Factors In 2018: What's Important, What's Not
#SMXInsights
@Chanelle_Harbin
– Identify what structured data
works for your site
– Structured data markup helper:
https://www.google.com/webmasters/markup-helper/u/0/
– Test your structured data:
https://search.google.com/structured-data/testing-tool
– Diagnose and fix errors using Google
Search Console Structured Data Report
#11A
@SMX
SEO Ranking Factors In 2018: What's Important, What's Not
#SMXInsights
@OlgaAndrienko
Backlinks still matter for SEO
Page speed is important
Make sure your content is the best
in your niche
PR efforts will enhance your SEO
#11A
@SMX
SEO Ranking Factors In 2018: What's Important, What's Not!
#SMXInsights
@MarcusTober
▪ Traditional Ranking Factors:
– DO reveal general information about
online trends
– DO NOT serve as a useful guide for
optimizing any particular web page
#11A
@SMX
SEO Ranking Factors In 2018: What's Important, What's Not
#SMXInsights
@MarcusTober
▪ Niche Ranking Factors:
– DO provide highly-specific
information that can be used for
concrete optimization measures
– DO NOT bring us world peace
#11A
@SMX
SEO Ranking Factors In 2018: What's Important, What's Not
#SMXInsights
@MarcusTober
▪ To be successful online:
– DO NOT rely on generic data and
one-size-fits-all conclusions
– DO understand the precise intent of
your users and create highly
specific, data-driven content to
meet their needs
#11A
@SMX
@SMX
Thinking Outside the SEM Box!
#SMXInsights
@fangdigital
▪ Reducing churn & increasing customer
value are part of your job as a marketer,
too
▪ Email open rates stink – nobody should
be happy with rates below 70-80%!
#11B
@SMX
Thinking Outside the SEM Box
#SMXInsights
@fangdigital
▪ Think outside of the “retargeting box”
– Use Custom Lists/Audiences &
Remarketing for more than cart
chasing.
– Use data-driven talking points for
customer onboarding & retention.
– Automating this process is already
possible, with more on the way!
#11B
@SMX
Thinking Outside the SEM Box
#SMXInsights
@sskyllingstad
▪ Learn not just when, but how your seasonality
occurs
– Allows you to maximize revenue/reduce
spend strategically
▪ Utilize bottom funnel keywords as a
measuring stick for spend
– Brand keywords
– Keywords specific to product
– Exact/phrase match keywords
#11B
@SMX
Thinking Outside the SEM Box
#SMXInsights
▪ Plan for flexibility in your budgets!
– Have a budget plan that allows for
extra spend during surges
– Don’t force things when traffic is
light
@sskyllingstad#11B
@SMX
@SMX
Man + Machine: The Exploding Brave New Universe For Today's Online Marketers
#SMXInsights
@KarenGAmundson
BE A DECISION-AGENT
~ Listen and understand business goals
1. Identify critical
business questions
2. Conduct analysis using existing tools,
data, and skills
3. Gut-check and test before you invest
#11C
@SMX
@SMX
Keyword Research & Copywriting for Search Success
#SMXInsights
@chrischurchill
▪ Use keyword phrases, synonyms and
related terms on the page, in schema
code and in all digital assets
▪ Write to enhance the user experience.
Compose quality content that satisfies user
intent and answers questions
▪ Develop an editorial calendar and use it to
maximize content’s potential
#11D
@SMX
@SMX
SEO For Google's Mobile-First Index & Mobile-Friendly World
#SMXInsights
@Suzzicks
▪ Mobile-First Indexing is About Entity
Understanding
– Entities are Language-Agnostic
– Entities Fit into One or More Micro-Moments
• Know/Go/Do/Buy
– Devices will All Access the Same Index with
Different, Contextual Algorithms
#12A
@SMX
SEO For Google's Mobile-First Index & Mobile-Friendly World
#SMXInsights
@Suzzicks
▪ Progressive Web Apps (PWAs) Are Awesome
– Work like apps, with icons & offline
functionality
– Easier for Google to Crawl – if Built
Correctly with a Good ServiceWorker
• Everything you want Indexed must be
catchable in the ServiceWorker.
#12A
@SMX
SEO For Google's Mobile-First Index & Mobile-Friendly World
#SMXInsights
@Suzzicks
▪ Google Actions
– Visual or ‘Eyes Free’
– Multiple Choice Questions to
Execute a Task in the Cloud
– No Website or App Required
– Can Work with App or Web Execution
Systems
#12A
@SMX
@SMX
How Cisco Harnesses The Power Of SEO For Digital Transformation
#SMXInsights
@kenshults @cisco
What We Have Learned
• Data without Insight is just … data
• Insights NOT your org chart should drive content strategy
• The World’s Largest Focus Group (search) is here to help us
• Customers aren’t simply static personas or segments;
intent and their moment in their journey are critical
• Context is the forgotten “C”
• Drop the SEO title; don’t let the title limit your value
#12C1
@SMX
How Cisco Harnesses The Power Of SEO For Digital Transformation
#SMXInsights
@kenshults @cisco
Key Take Aways
• Go beyond static Personas by using insights from
Search that reveal behavior and intent that allow us to
better Know Our Customer
• Develop a Context Matrix to structure the keyword
landscape to organize insights aligned to target
Personas
• Turn these Insights into Action that drives what
content to create and when to create it to drive more
and better engagements with the target Personas
#12C1
@SMX
How Cisco Harnesses The Power Of SEO For Digital Transformation
#SMXInsights
@kenshults @cisco
For SEOs
• Redefine the SEO box
• Think user first. SEO will follow
• Insights are the key to extending the value of SEO
• Use the language of your customer and don’t
forget internal customers
#12C1
@SMX
How Cisco Harnesses The Power Of SEO For Digital Transformation
#SMXInsights
@kenshults @cisco
For Digital Marketers
• SEO is much more than your biggest channel
• Ask more of your SEO teams
• Search Insights = Audience Insights
#12C1
@SMX
@SMX
Spotting New Trends First: Competitive Intelligence Lessons From Investing.com
#SMXInsights
@igalst
▪ Once you decided to cover a trend, respond
fast. Sometimes it means you’ll have to push
other project to the sidelines
▪ Consider building a separate app for your
next key trend
#12C2
@SMX
Spotting New Trends First: Competitive Intelligence Lessons From Investing.com
#SMXInsights
@igalst
▪ Even if you are not the first to cover a topic:
– You can still be relevant by offering
unique value
– There’s probably an opportunity to be first
in specific countries
#12C2
@SMX
Spotting New Trends First: Competitive Intelligence Lessons From Investing.com
#SMXInsights
@igalst
▪ With new trends, journalists and influencers
often won’t know everything at first.
Help them, educate them. The efforts
can be VERY worthwhile
▪ Local data for local journalists. You might
already have it without even knowing
#12C2
@SMX
Spotting New Trends First: Competitive Intelligence Lessons From Investing.com
#SMXInsights
@igalst
▪ Breaking stories can be great for content
amplification, even if they aren’t great
▪ Be neutral - publish content for and against
to attract both audiences
▪ Consider opening a separate Facebook page
for your next key trend
#12C2
@SMX
Spotting New Trends First: Competitive Intelligence Lessons From Investing.com
#SMXInsights
@igalst
▪ Sometimes user interest simply beats SEO best
practices
▪ New trends aren't guaranteed to stay there
forever
#12C2
@SMX
Spotting New Trends First: Competitive Intelligence Lessons From Investing.com
#SMXInsights
@igalst
▪ If the trend is big enough, it may be worth
latching on to it, even if it's temporary
#12C2
@SMX
Spotting New Trends First: Competitive Intelligence Lessons From Investing.com
#SMXInsights
@igalst
▪ By looking at your competitors, you won't be
the first to spot a trend, but you can still see
it early enough to join in
▪ Watch your competitor's traffic regularly
▪ Traffic changes to competitor keywords/pages
can tell the story of their current focus
#12C2
@SMX
Spotting New Trends First: Competitive Intelligence Lessons From Investing.com
#SMXInsights
@igalst
▪ The next big trend could be inside your internal
site search data or even your Search
Console branded queries report
▪ Your customers might be asking for a new
product when it just starts trending
▪ A company wide Slack channel could be a
good idea, including for spotting new trends
#12C2
@SMX
Spotting New Trends First: Competitive Intelligence Lessons From Investing.com
#SMXInsights
@igalst
▪ You can tailor your own Google News sections
▪ A new trend, relevant to you, was
probably already mentioned on Reddit
▪ By checking HARO's emails daily, you can spot
new trends, before they become mainstream
#12C2
@SMX
@SMX
Link Building Fundamentals
#SMXInsights
@debramastaler
Use anchor text wisely….
Hyperlink when it makes
sense, don’t over do it
Make your anchor text
conversational
#12D
@SMX
Link Building Fundamentals
#SMXInsights
• It is less about what you do and more
about where
• Links help get you ranked but clicks show
you deserve to be there.
• Have something worth linking to and the
links will come.
• Let the search engine tell you what
works.
@debramastaler#12D
@SMX
Link Building Fundamentals
#SMXInsights
@debramastaler
• Keep the key components of link popularity
in mind when building links.
• Don’t scrimp on a copywriter.
• Invest in SEO/link tools after using free trials.
• Create evergreen content that has been
personalized for your target audience.
• Add email capture to everything,
• Lessen dependency on Google, look into
search verticals like Trip Advisor and Yelp.
#12D
@SMX
@SMX
Going All-In On AMP
#SMXInsights
@BenuAggarwal
Stay on top of AMP development – It is
becoming mainstream - PWA and AMP
together can be amazing combination
Test and Validate – Leverage tools to
test before, while and after
Analytics and Impact – Sessions,
Ranking, Impressions, Engagement,
Transactions
#13A
@SMX
Going All-In On AMP
#SMXInsights
@EricEnge
▪ AMP is no longer just for media sites
▪ It works well for e-commerce and lead
gen sites too
▪ Sites see conversion rate gains as high
as 77%
▪ AMP sites can be made to look identical
to mobile responsive sites
#13A
@SMX
Going All-In On AMP
#SMXInsights
@fighto
▪ Despite lacking 3rd party JavaScipt,
with all the extended components,
especially ones like amp-bind, you
should be able to mimic your standard
mobile UX
#13A
@SMX
@SMX
Beyond Text: Mastering Other Ad Formats
#SMXInsights
▪ URL targets for DSA are great when your
site has a clean structure
▪ Use DSA feeds when URL structure is
messy
▪ Easily export URLs and labels from Editor
to help create DSA feeds
▪ Use business data feeds to customize
DSA ads even further
@MilwaukeePPC#13B
@SMX
Share Beyond Text: Mastering Other Ad Formats
#SMXInsights
@Adwerx
▪ Why am I seeing this? Address Tribe
▪ What is it? Say what you do
▪ Why now? Create Urgency
Three Key Questions for Every Display Ad
#13B
@SMX
@SMX
Using Search Ads & Social To Deliver The Ultimate Knockout Punch
#SMXInsights
@WilcoxAJ
1. Exclude competitors from seeing your ads
w/ negative Company Name targeting
2. Use gated content as your offer for
LinkedIn Ads (whitepaper, webinar, guide,
etc.)
3. Retarget your LI traffic with FB/AdWords for
cheap, effective retargeting
4. Always bid CPC until >3X the average CTR
#13C
@SMX
Using Search Ads & Social To Deliver The Ultimate Knockout Punch!
#SMXInsights
@QCait
▪ Launch every campaign with a testing plan.
From there: Fail fast + fail forward.
▪ Build in room to experiment. Chart your
course with data, but let your heart lead the
way.
▪ Hire the right people, set their expectations &
set them up for success.
▪ Make integration a priority. Say it out loud as
often as you can.
#13C
@SMX
Using Search Ads & Social To Deliver The Ultimate Knockout Punch
#SMXInsights
@AFriedt
Integrated campaign strategies should include
customer journey maps and niche buyer personas
Collaborate and align your sales and
marketing teams before beginning campaign
strategies
Increase conversion rates by utilizing personalization
and drilling down on your most qualified audiences
using Facebook and Google
#13C
@SMX
@SMX
AMP: Do Or Die?
#SMXInsights
@DaveMcAnally
To Be an AMP Evangelist
▶Don’t Boil the Ocean – Baby Steps are a Battering
Ram
▶Understand what challenges AMP can solve for key
stakeholders on their terms
▶Ensure next steps are actionable and aligned with
business priorities
#14A
@SMX
AMP: Do Or Die?
#SMXInsights
Pete Dainty
▪ The faster the site speed, the better the
conversion
▪ It takes a lot of effort to set up AMP for
analytics
▪ Overall the effort is worth it
▪ Use AMP to move from average, to fastest load
times
▪ Site speed gains from Google by 68%
▪ AMP is essentially a free CDN
#14A
@SMX
AMP: Do Or Die?
#SMXInsights
There is ~1 second avg. difference
from the prerendering vs direct load of
AMP pages. That’s speed you can’t
make up and the perceived load time
is even greater.
@PatrickStox
If you’re going to implement AMP on an
enterprise site, hire more developers.
#XX
@SMX
@SMX
Share these #SMXInsights on your social channels!
#SMXInsights
@jared_stier
▪ Hack significance by analyzing:
– Micro-Conversions
– Pattern Recognition
▪ The remaining funnel after your micro-
conversion must be predictable and
consistent with your primary conversion
metric
▪ If you break out a test into its smallest components,
the remaining differences in performance is just variance!
#22D
@SMX
Share these #SMXInsights on your social channels!
#SMXInsights
@caitlin_halpert
▪ You can’t afford NOT to use Google’s
“Optimize” ad rotation setting
▪ You can’t compare performance
metrics across ads when using
“Optimize”
▪ Ad Variations are your ONLY options
for getting close to a controlled A/B
ad test in Google
#22D
@SMX
Share these #SMXInsights on your social channels!
#SMXInsights
@PPCmath
▪ Hypotheses are not for you.
– Write a hypothesis for anyone who
reads them (within your company) and
can understand the change, without
further explanation.
▪ Failing is still learning
– If executed correctly, a failed test
showcases that the test was not meaningful
to the business.
#22D
@SMX
@SMX
Local Search: Significant Changes On The Horizon
#SMXInsights
@danaditomaso
▪ Tips to track your knowledge panel
features
– When you’re at the location, check
your Google timeline
– Is it showing you at the correct
business?
– If not, you’re missing credit for real
store visits!
#14C
@SMX
Local Search: Significant Changes On The Horizon
#SMXInsights
@danaditomaso
▪ Tips to track your Google Posts
– Use UTM Tracking
utm_source=gmbpost
utm_medium=organic
– Check Posts impression data against
Google Search Console data
#14C
@SMX
Local Search: Significant Changes On The Horizon
#SMXInsights
@danaditomaso
▪ Tips to track schema uptake
– Use Google Search Console to find
instances of when you may have
come up as a result of schema
#14C
@SMX
Local Search: Significant Changes On The Horizon
#SMXInsights
@danaditomaso
▪ Tips for a strong brand presence
– Sponsor an event or a sports team
– Be the go-to media person in your
area for what you do
– Provide useful resources when
actual resources are lacking
#14C
@SMX
Local Search: Significant Changes On The Horizon
#SMXInsights
@danaditomaso
▪ Tips for improving email
– Always be building your lists
– Send regularly and often
– Make your emails short and
interesting
#14C
@SMX
Local Search: Significant Changes On The Horizon
#SMXInsights
@danaditomaso
▪ Tips for improving map signals
– Make a custom driving directions link
& track how often it’s used
https://kickpoint.ca/driving
– Can you encourage visitors to save
your location on Maps?
#14C
@SMX
Local Search: Significant Changes On The Horizon
#SMXInsights
@danaditomaso
▪ Tips for rank tracking
– What types of search features are
coming up in your competitive
landscape?
– What features do you need to start
using and which can you ignore?
#14C
@SMX
Local Search: Significant Changes On The Horizon
#SMXInsights
@danaditomaso
▪ Tips for reporting
– Some of this data collection is manual
– Use Google Sheets, then pull together
a report using Google Data Studio
#14C
@SMX
Local Search: Significant Changes On The Horizon
#SMXInsights
@davidmihm
▪ Local search at Google
– Fewer webpage results
– Fewer organic results
– Fewer clickthroughs*
– MORE time on Google SERPs
*except to advertisers
#14C
@SMX
Local Search: Significant Changes On The Horizon
#SMXInsights
▪ High organic competition + fewer
winners = churn
▪ DIY ad format + Machine learning =
zero reseller margin
▪ Evolve your business or else!
@davidmihm#14C
@SMX
Local Search: Significant Changes On The Horizon
#SMXInsights
@PronouncedAhndy
▪ Google Maps Ads are growing
– Enable location extensions to take
advantage
– Be on the look out for keywordless
targeting and don’t be afraid – this
might be an upgrade!
#14C
@SMX
Local Search: Significant Changes On The Horizon
#SMXInsights
@PronouncedAhndy
▪ Local Inventory Ads are growing
– Work on getting local feeds up and
running
– Consider the pros and cons of splitting
LIAs and PLAs into separate campaigns
vs consolidating
– Be smart about potential LIA
optimizations around clearance sales,
holidays, and inventory concerns
#14C
@SMX
@SMX
B2B SEM: Meeting Specific Challenges With Really Smart Tactics
#SMXInsights
@Drigotti
B2B SEM is about growing the
company.
The best metric for that outcome is
revenue and ROI.
#21B
@SMX
B2B SEM: Meeting Specific Challenges With Really Smart Tactics
#SMXInsights
▪ Build awareness with a strong paid social
media mix
▪ Leverage LinkedIn to cookie highly relevant
audiences, then use cheaper channels to
nurture
▪ Deliver content that corresponds to the
specific audience segment and intent
▪ Tie campaign optimizations to back-end
CRM data
@3QDigital#21B
@SMX
B2B SEM: Meeting Specific Challenges With Really Smart Tactics
#SMXInsights
▪ Build robust negative keyword lists
BEFORE launching campaigns
– Don’t wait for junk to show up in your
search query reports
@Robert_brady
▪ Plan ahead so you have your next 2-3 ad
tests ready & approved
– Approval takes time; design takes time;
resources are hard to get
#21B
@SMX
B2B SEM: Meeting Specific Challenges With Really Smart Tactics
#SMXInsights
▪ If you target the right people, they’re still the
right people on Facebook, Instagram, Twitter,
Snapchat, Pinterest, Reddit, etc.
@Robert_brady
▪ Be humble & realize that potential
customers may not think of the
problem/solution with the same
vernacular you do
– If the volume really doesn’t exist, maybe
your business plan is the problem
#21B
@SMX
@SMX
Enterprise SEOs, Unite!
#SMXInsights
@LauraLippay
▪ SEO “best practices” aren’t always
best
▪ Blanket statements can be
dangerous
▪ One size does not fit all:
Always consider the situation at hand
#22A
@SMX
Enterprise SEOs, Unite!
#SMXInsights
@KeithGoode
▪ A long history, a great product, and
good PR can take you a long way in
the SERPs, but we shouldn’t be
satisfied with that alone.
▪ The Ideal State Enterprise SEO requires
Organizational Awareness and
Unified Effort from everyone, not just
SEOs.
#22A
@SMX
Enterprise SEOs, Unite!
#SMXInsights
@KeithGoode
▪ True Organizational Change is a Top-
Down Mandate edified and bolstered
with data.
▪ Scaling is not an exercise in copying
and pasting templates, but it requires
a constant eye on the user’s wants
and needs.
#22A
@SMX
Enterprise SEOs, Unite!
#SMXInsights
@5le
▪ Challenge everything you read
– Don’t assume it is true even if Google
says it is
▪ Melt into the background on SEO and let
others take the win
– Winning opens up the door to more winning
▪ Architects build buildings
– Be the architect not the bricklayer
#22A
@SMX
@SMX
Unleashing The Power Of Online Video Ads
#SMXInsights
@JonKagan
Anyone, on any budget can run YouTube
and have it work for them, do not be scared
There’s a fine line between doing it, and
doing it intelligently: Targeting is the key.
If your other media isn’t benefitting from the
effort, then you’re missing something, and
you need to regroup on your strategy
#22B
@SMX
Unleashing The Power Of Online Video Ads
#SMXInsights
@NobleDigitalOne
Your video may be the first
and ONLY thing a potential
customer sees about your
brand.
Make it Count!
#22B
@SMX
@SMX
Must-Have Reports For Search Advertisers
#SMXInsights
@JDprater
▪ Know your audience
▪ Choose the metrics they care about
(revenue, pipeline, leads)
▪ Structure and communicate your PPC
report using Minto or Inverted Pyramid
#22C
@SMX
Must-Have Reports For Search Advertisers
#SMXInsights
@corydmorris
The future ain’t what it used to be
–Yogi Berra
Use a projection report to take steps
to know what the future holds.
#22C
@SMX
Must-Have Reports For Search Advertisers
#SMXInsights
@corydmorris
Always keep your AdWords
benchmarks handy.
P.S. Wordstream is a great source:
http://bit.ly/ws-benchmarks
#22C
@SMX
Must-Have Reports For Search Advertisers
#SMXInsights
@corydmorris
Remember that the Projection Report
is a projection and not a promise.
#22C
@SMX
@SMX
JavaScript & PWAs: What SEOs Need to Know
#SMXInsights
@VadimSupitskiy
#Speed
#ServerSideRendering
#AMPtoPWA
#23A
@SMX
JavaScript & PWAs: What SEOs Need to Know
#SMXInsights
@maxxeight
▪ SEO Best Practices For JavaScript Sites
– Crawling: use clean URLs and proper <a href> elements
– Rendering: avoid blocking resources and loading
content upon user interaction
– Indexing: make sure meta data in <head> is not
duplicated across pages
#23A
@SMX
JavaScript & PWAs: What SEOs Need to Know
#SMXInsights
@maxxeight
▪ The Rich Results Testing Tool is the only Google-
provided tool showing the rendered code (DOM)
#23A
@SMX
@SMX
How To Develop Multichannel Attribution Models That Move The Needle
#SMXInsights
@SPoulton
▪ Attribution Modeling is about looking forward to
determine how to grow, not about looking back.
▪ Standard Position & Rules-Based Attribution
Models: Still very useful, but inherently contain bias
& limit actionable insights.
▪ Data-Driven Attribution: Uses Shapely Values &
Counterfactual Gains to constantly adjust based
on new information available.
▪ Facebook Attribution is coming!
#23C
@SMX
How To Develop Multichannel Attribution Models That Move The Needle
#SMXInsights
@AdamProehl
▪ Too many marketers seek attribution as a CYA to
justify
their budgets or even their very existence.
▪ Success metrics will be very different
depending on the medium. Finance &
management often struggle with that fact.
▪ Customer behavior doesn’t fit comfortably
into a single line item on an ROI spreadsheet.
#23C
@SMX
How To Develop Multichannel Attribution Models That Move The Needle
#SMXInsights
@HeatherCooan
Use CRM campaign tracking to get
more from your paid channels!
▪ Measure middle of funnel activities!
▪ Identify content + channel
combinations that move the revenue
needle!
#23C
@SMX
How To Develop Multichannel Attribution Models That Move The Needle
#SMXInsights
@HeatherCooan
Align Sales & Marketing by customizing
lead source for more granular & holistic
measurement!
▪ Audit
▪ Customize
▪ Expand
#23C
@SMX
How To Develop Multichannel Attribution Models That Move The Needle
#SMXInsights
@HeatherCooan
Take the time to deliberately design
your campaign hierarchy.
▪ Think through measurement
▪ Ask questions of the data
▪ Utilize your marketing operations &
systems experts
#23C
@SMX
@SMX
Successful SEO Using Markup & Structured Data
#SMXInsights
@AlexisKSanders
▪ Google offers structured data
documentation for +26 item types
that enhance the SERP!
▪ For a majority of eCommerce sites
with product rich results, rich results
will outperform regular listing.
#24A1
@SMX
Successful SEO Using Markup & Structured Data
#SMXInsights
@AlexisKSanders
+25K eCommerce URLs
populating with featured snippets:
• Microdata: 76%
• JSON-LD: 25%
• OGP: 68%
• Twitter Summary Cards: 27%
#24A1
@SMX
Successful SEO Using Markup & Structured Data
#SMXInsights
@AlexisKSanders
Top Occurring Microdata for eCom with Snippet:
#24A1
@SMX
Successful SEO Using Markup & Structured Data
#SMXInsights
@AlexisKSanders
Top Occurring JSON-LD for eCom with Snippets:
#24A1
@SMX
@SMX
All Google Manual Penalties Explained
#SMXInsights
@kas_tweets
▪ Shorter reconsideration rationale is better
▪ Any penalty can be fixed
▪ Algorithms are not penalties
#24A2
@SMX
@SMX
How To Maximize & Measure Performance On The Google Display Network
#SMXInsights
@michellemsem
▪ Understand how each targeting type
works & match CTAs accordingly.
▪ Combine contextual & audience
targets for highly focused campaigns.
▪ Structure campaigns with future
optimizations and insights in mind.
▪ Smart Display can be a great tool, but
isn’t for everyone.
#24B
@SMX
How To Maximize & Measure Performance On The Google Display Network
#SMXInsights
@MilwaukeePPC
▪ Display Planner is nice, but Google Analytics shows
you what’s already working.
▪ Use referrals to find high-converting placements.
▪ Use in-market and affinity reports to get a head
start on broadening reach.
▪ Use search term reports to know what’s important
to your current visitors.
▪ Create audiences from Display campaigns. Attach
them to every search campaign to see the impact
on search.
#24B
@SMX
@SMX
Solving SEO Issues In A World Of Constant Change #31A
#SMXInsights
@GlennGabe
▪ User happiness wins.
▪ Focus on “quality indexation”.
▪ Nuke aggressive, disruptive, or
deceptive advertising.
▪ Rid your site of technical SEO problems.
#31A
@SMX
Solving SEO Issues In A World Of Constant Change #31A
#SMXInsights
@GlennGabe
▪ Mobile page speed will become a ranking
factor in July 2018.
▪ It will be a lightweight factor, just like
desktop.
▪ At some point, your mobile pages and
content will be used for ranking purposes
(with Google’s mobile-first index).
#31A
@SMX
Solving SEO Issues In A World Of Constant Change #31A
#SMXInsights
@GlennGabe
▪ Migrate to https.
▪ View the ad experience report TODAY.
▪ Understand Above The Fold (ATF).
▪ Chrome is now taking action.
#31A
@SMX
Solving SEO Issues In A World Of Constant Change #31A
#SMXInsights
@Marie_Haynes
1) February 1, 2017 was a Penguin update.
Google got better at figuring out which links to
ignore.
2) Hit by “Fred” March 7/8, 2017?
Google closed SEO tricks and loopholes such
as “SEO Content”
on the bottom of product pages.
3) February 7, 2017 had a LOT to do with E-A-T.
Improve by getting the world talking about how
awesome your business is.
#31A
@SMX
@SMX
Advanced Audience Targeting & Management Tactics
#SMXInsights
▪ Takeaways:
– Standard RLSAs can boost ROAS if used strategically
– Facebook offers a higher level of audience targeting via personal
data vs. AdWords
– Combining Facebook Audiences with RLSAs is proven to decrease
paid search CPA, and increase CTR and ROAS
– Tactics to test when you get back to the office:
1. Increase AdWords search visibility for Facebook audience members
2. Using lookalike audiences to uncover new prospects for TOFU search
campaigns
3. Using Gmail sponsored promos and FB Ads together to boost conversions
4. Target users via Job title and use Partner Data across Facebook & AdWords
@iambenwood#31B
@SMX
Advanced Audience Targeting & Management Tactics
#SMXInsights
▪ The purchase funnel is rarely linear. Marketers
should focus on reaching the right person at
the right time with the right message
@ChackaMarketing
▪ Constantly track audience interests and
behaviors and continue to refine your
strategy
▪ For best results leverage all audiences and
tools that channels offer without diluting the
size of your audience
#21B
@SMX
@SMX
Your Mission: Increase Sales, Cut Costs, Maximize Profits
#SMXInsights
@DreamAgility
▪ Use the 20 minute rule
– Identify the tasks you do for 20 mins or more
each day
– If they’re repetitive see how it could be
automated or if a Bot could do it
– Weigh up the costs of continuing to do it
manually (salary, desk space, sick leave etc) vs
the cost of a bot and the time to implement
#31C
@SMX
Your Mission: Increase Sales, Cut Costs, Maximize Profits
#SMXInsights
@DreamAgility
▪ Practice building bots internally first
– Use the Microsoft Bot Framework, it’s free,
simple and lots of fun.
– Pick the FAQ or HR functions first.
– Train your bot to give the correct answers
– Build them for your clients FAQ pages, etc.
#31C
@SMX
Your Mission: Increase Sales, Cut Costs, Maximize Profits
#SMXInsights
@DreamAgility
▪ Connect the dots between the bots
– Look at RPA (Robotic Process Automation)
solutions appropriate for your budget.
– Map out the actions you take e.g. building
reports, or that are performed between
executing the bots.
– The RPA will copy your actions between
applications and build a macro to do it
automatically.
#31C
@SMX
@SMX
Shopping Campaigns That Keep Paying Off
#SMXInsights
@PPCKirk
▪ DON’T stress about not having expensive
bidding tools for Shopping Ads.
▪ DO create your own bidding rules with
saved filters in the AdWords UI.
▪ DO organize your Shopping campaigns
around the marketing funnel & track
accordingly.
#XX
@SMX
Shopping Campaigns That Keep Paying Off
#SMXInsights
@Caitlin_halpert
▪You can segment brand from non-
brand in Google Shopping, but be
careful!
#XX
@SMX
Shopping Campaigns That Keep Paying Off
#SMXInsights
@Caitlin_halpert
▪Give Google as much info as possible!
▪Use 3+ levels in Product Type
Postcards
Office Supplies > Paper Products > Postcards
#XX
@SMX
@SMX
Competitive Research For SEM
#SMXInsights
@ayat
▪ Clearly define your goal when
conducting a comp analysis.
▪ Never go in thinking you’re going to copy
competitors.
▪ The ideas collected should first be
evaluated prior to testing.
#33B
@SMX
@SMX
Driving Sales On Social Media
#SMXInsights
@Nate_Elliott
▪ Proper measurement leads to success.
▪ Test and learn and optimize.
▪ Optimize for business, not engagement.
▪ Don’t invest where you can’t improve.
Free report: www.NineteenInsights.com.
#33C
@SMX
Driving Sales On Social Media
#SMXInsights
▪ DPA Benefits:
– Shared Feed Assets between
Google/Bing & Facebook
– Ability to Easily Upsell and Cross Sell
– Reach new audiences based on their
in-market signals
@JenKiaba#33C
@SMX
Driving Sales On Social Media
#SMXInsights
▪ Research how the category is
represented on Pinterest today
▪ Identify the “Eureka” moment
▪ Don’t let a limited organic presence hold
you back
▪ Re-purpose existing PLA feeds
▪ Monitor site traffic to see if Pinterest is
driving interest
@LaurendeVlaming#33C
@SMX
@SMX
Winning More Customers With E-commerce Offer Testing
#SMXInsights
@Ayat
▪ CRO goes beyond changing the obvious
elements.
▪ It’s not about quick wins either.
▪ It’s about consistent testing and the
methodology behind the testing that leads
to INNOVATION.
#34C
@SMX
Winning More Customers With E-commerce Offer Testing
#SMXInsights
@bigAlittleA
▪Paid media favors stability.
–switching creative to push a short
term promotion? BETTER be good
▪Optimize to profit + ROI, not ROAS
#34C
@SMX
Winning More Customers With E-commerce Offer Testing
#SMXInsights
@bigAlittleA
▪People can be numb.
–The simpler the offer, the
better the result
–Make your promotions
feel special
#34C
@SMX
Winning More Customers With E-commerce Offer Testing
#SMXInsights
@bigAlittleA
▪ Understand what your best
customers buy first.
– Find where those purchases
come from and get aggressive!
#34C
@SMX
Winning More Customers With E-commerce Offer Testing
#SMXInsights
@bigAlittleA
▪ Identify which metrics really matter.
Don’t chase revenue alone.
▪ Be smarter than your audience.
▪ Find and exploit your best customers’
habits. Don’t chase the 80%
▪ Your best customer may not be who
you think they are!
#34C
@SMX
Winning More Customers With E-commerce Offer Testing
#SMXInsights
@ebKendo
▪ Define e-Commerce or have the conversation
▪ Organize and track offers cross-channel
▪ Bake in the cost of shipping where you can
▪ Google Retail Promotions = meh on attributable lift
▪ Bundle stuff
▪ Have some exclusives
#34C
@SMX
Winning More Customers With E-commerce Offer Testing
#SMXInsights
@ebKendo
3 quick ways to improve ROAS from Search:
Ensure proper campaign location settings.
Evaluate keywords for searcher intent.
Leverage geographic data.
#34C
@SMX
@SMX
@SMX
@SMX
@SMX
@SMX
@SMX
@SMX
@SMX
@SMX
@SMX
@SMX
@SMX
@SMX
@SMX
@SMX
@SMX
@SMX
@SMX
@SMX

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SMX West 2018 #SMXInsights

  • 3. @SMX SEO Ranking Factors In 2018: What's Important, What's Not #SMXInsights @Chanelle_Harbin ▪ Create content around data and research valuable to your audience ▪ Add value to the webmaster and their readers Tactics: ▪ Link reclamation – reach out to those who already wrote about your brand ▪ Broken backlinks – use a backlink analysis tool, export links and filter out by status to discover broken backlinks ▪ Reach out to sites that have similar content that ranks highly #SMXInsights #11A
  • 4. @SMX SEO Ranking Factors In 2018: What's Important, What's Not #SMXInsights @Chanelle_Harbin Evaluate your site’s page performance: • Chrome User Experience Report • PageSpeed Insights • Pingdom • LightHouse • GTMetrix – Get the right stakeholders involved and buy developers beer – Ensure your optimized for mobile #11A
  • 5. @SMX SEO Ranking Factors In 2018: What's Important, What's Not #SMXInsights @Chanelle_Harbin AMP Validation: • Check Google Search Console for errors • Have content team download the Google Chrome AMP Validator extension https://chrome.google.com/webstore/detail/amp- validator/nmoffdblmcmgeicmolmhobpoocbbmknc?hl=en – Involve analytics teams throughout the process – Ensure your AMP pages support any monetization – Read the AMP roadmap - check for new AMP functionalities – Include top navigation on AMP page #SMXInsights #11A
  • 6. @SMX SEO Ranking Factors In 2018: What's Important, What's Not #SMXInsights @Chanelle_Harbin Keyword Research: – Identify question search queries (what, when, where, why and how) related to your industry – Browse Google’s “People also ask” section to gain insight into questions related to a give topic – Identify queries that you already rank high for to optimize for featured snippets Answer the user: – Provide steps for the user to follow – Provide a direct answer to the question – Monitor questions asked on social #11A
  • 7. @SMX SEO Ranking Factors In 2018: What's Important, What's Not #SMXInsights @Chanelle_Harbin – Identify what structured data works for your site – Structured data markup helper: https://www.google.com/webmasters/markup-helper/u/0/ – Test your structured data: https://search.google.com/structured-data/testing-tool – Diagnose and fix errors using Google Search Console Structured Data Report #11A
  • 8. @SMX SEO Ranking Factors In 2018: What's Important, What's Not #SMXInsights @OlgaAndrienko Backlinks still matter for SEO Page speed is important Make sure your content is the best in your niche PR efforts will enhance your SEO #11A
  • 9. @SMX SEO Ranking Factors In 2018: What's Important, What's Not! #SMXInsights @MarcusTober ▪ Traditional Ranking Factors: – DO reveal general information about online trends – DO NOT serve as a useful guide for optimizing any particular web page #11A
  • 10. @SMX SEO Ranking Factors In 2018: What's Important, What's Not #SMXInsights @MarcusTober ▪ Niche Ranking Factors: – DO provide highly-specific information that can be used for concrete optimization measures – DO NOT bring us world peace #11A
  • 11. @SMX SEO Ranking Factors In 2018: What's Important, What's Not #SMXInsights @MarcusTober ▪ To be successful online: – DO NOT rely on generic data and one-size-fits-all conclusions – DO understand the precise intent of your users and create highly specific, data-driven content to meet their needs #11A
  • 12. @SMX
  • 13. @SMX Thinking Outside the SEM Box! #SMXInsights @fangdigital ▪ Reducing churn & increasing customer value are part of your job as a marketer, too ▪ Email open rates stink – nobody should be happy with rates below 70-80%! #11B
  • 14. @SMX Thinking Outside the SEM Box #SMXInsights @fangdigital ▪ Think outside of the “retargeting box” – Use Custom Lists/Audiences & Remarketing for more than cart chasing. – Use data-driven talking points for customer onboarding & retention. – Automating this process is already possible, with more on the way! #11B
  • 15. @SMX Thinking Outside the SEM Box #SMXInsights @sskyllingstad ▪ Learn not just when, but how your seasonality occurs – Allows you to maximize revenue/reduce spend strategically ▪ Utilize bottom funnel keywords as a measuring stick for spend – Brand keywords – Keywords specific to product – Exact/phrase match keywords #11B
  • 16. @SMX Thinking Outside the SEM Box #SMXInsights ▪ Plan for flexibility in your budgets! – Have a budget plan that allows for extra spend during surges – Don’t force things when traffic is light @sskyllingstad#11B
  • 17. @SMX
  • 18. @SMX Man + Machine: The Exploding Brave New Universe For Today's Online Marketers #SMXInsights @KarenGAmundson BE A DECISION-AGENT ~ Listen and understand business goals 1. Identify critical business questions 2. Conduct analysis using existing tools, data, and skills 3. Gut-check and test before you invest #11C
  • 19. @SMX
  • 20. @SMX Keyword Research & Copywriting for Search Success #SMXInsights @chrischurchill ▪ Use keyword phrases, synonyms and related terms on the page, in schema code and in all digital assets ▪ Write to enhance the user experience. Compose quality content that satisfies user intent and answers questions ▪ Develop an editorial calendar and use it to maximize content’s potential #11D
  • 21. @SMX
  • 22. @SMX SEO For Google's Mobile-First Index & Mobile-Friendly World #SMXInsights @Suzzicks ▪ Mobile-First Indexing is About Entity Understanding – Entities are Language-Agnostic – Entities Fit into One or More Micro-Moments • Know/Go/Do/Buy – Devices will All Access the Same Index with Different, Contextual Algorithms #12A
  • 23. @SMX SEO For Google's Mobile-First Index & Mobile-Friendly World #SMXInsights @Suzzicks ▪ Progressive Web Apps (PWAs) Are Awesome – Work like apps, with icons & offline functionality – Easier for Google to Crawl – if Built Correctly with a Good ServiceWorker • Everything you want Indexed must be catchable in the ServiceWorker. #12A
  • 24. @SMX SEO For Google's Mobile-First Index & Mobile-Friendly World #SMXInsights @Suzzicks ▪ Google Actions – Visual or ‘Eyes Free’ – Multiple Choice Questions to Execute a Task in the Cloud – No Website or App Required – Can Work with App or Web Execution Systems #12A
  • 25. @SMX
  • 26. @SMX How Cisco Harnesses The Power Of SEO For Digital Transformation #SMXInsights @kenshults @cisco What We Have Learned • Data without Insight is just … data • Insights NOT your org chart should drive content strategy • The World’s Largest Focus Group (search) is here to help us • Customers aren’t simply static personas or segments; intent and their moment in their journey are critical • Context is the forgotten “C” • Drop the SEO title; don’t let the title limit your value #12C1
  • 27. @SMX How Cisco Harnesses The Power Of SEO For Digital Transformation #SMXInsights @kenshults @cisco Key Take Aways • Go beyond static Personas by using insights from Search that reveal behavior and intent that allow us to better Know Our Customer • Develop a Context Matrix to structure the keyword landscape to organize insights aligned to target Personas • Turn these Insights into Action that drives what content to create and when to create it to drive more and better engagements with the target Personas #12C1
  • 28. @SMX How Cisco Harnesses The Power Of SEO For Digital Transformation #SMXInsights @kenshults @cisco For SEOs • Redefine the SEO box • Think user first. SEO will follow • Insights are the key to extending the value of SEO • Use the language of your customer and don’t forget internal customers #12C1
  • 29. @SMX How Cisco Harnesses The Power Of SEO For Digital Transformation #SMXInsights @kenshults @cisco For Digital Marketers • SEO is much more than your biggest channel • Ask more of your SEO teams • Search Insights = Audience Insights #12C1
  • 30. @SMX
  • 31. @SMX Spotting New Trends First: Competitive Intelligence Lessons From Investing.com #SMXInsights @igalst ▪ Once you decided to cover a trend, respond fast. Sometimes it means you’ll have to push other project to the sidelines ▪ Consider building a separate app for your next key trend #12C2
  • 32. @SMX Spotting New Trends First: Competitive Intelligence Lessons From Investing.com #SMXInsights @igalst ▪ Even if you are not the first to cover a topic: – You can still be relevant by offering unique value – There’s probably an opportunity to be first in specific countries #12C2
  • 33. @SMX Spotting New Trends First: Competitive Intelligence Lessons From Investing.com #SMXInsights @igalst ▪ With new trends, journalists and influencers often won’t know everything at first. Help them, educate them. The efforts can be VERY worthwhile ▪ Local data for local journalists. You might already have it without even knowing #12C2
  • 34. @SMX Spotting New Trends First: Competitive Intelligence Lessons From Investing.com #SMXInsights @igalst ▪ Breaking stories can be great for content amplification, even if they aren’t great ▪ Be neutral - publish content for and against to attract both audiences ▪ Consider opening a separate Facebook page for your next key trend #12C2
  • 35. @SMX Spotting New Trends First: Competitive Intelligence Lessons From Investing.com #SMXInsights @igalst ▪ Sometimes user interest simply beats SEO best practices ▪ New trends aren't guaranteed to stay there forever #12C2
  • 36. @SMX Spotting New Trends First: Competitive Intelligence Lessons From Investing.com #SMXInsights @igalst ▪ If the trend is big enough, it may be worth latching on to it, even if it's temporary #12C2
  • 37. @SMX Spotting New Trends First: Competitive Intelligence Lessons From Investing.com #SMXInsights @igalst ▪ By looking at your competitors, you won't be the first to spot a trend, but you can still see it early enough to join in ▪ Watch your competitor's traffic regularly ▪ Traffic changes to competitor keywords/pages can tell the story of their current focus #12C2
  • 38. @SMX Spotting New Trends First: Competitive Intelligence Lessons From Investing.com #SMXInsights @igalst ▪ The next big trend could be inside your internal site search data or even your Search Console branded queries report ▪ Your customers might be asking for a new product when it just starts trending ▪ A company wide Slack channel could be a good idea, including for spotting new trends #12C2
  • 39. @SMX Spotting New Trends First: Competitive Intelligence Lessons From Investing.com #SMXInsights @igalst ▪ You can tailor your own Google News sections ▪ A new trend, relevant to you, was probably already mentioned on Reddit ▪ By checking HARO's emails daily, you can spot new trends, before they become mainstream #12C2
  • 40. @SMX
  • 41. @SMX Link Building Fundamentals #SMXInsights @debramastaler Use anchor text wisely…. Hyperlink when it makes sense, don’t over do it Make your anchor text conversational #12D
  • 42. @SMX Link Building Fundamentals #SMXInsights • It is less about what you do and more about where • Links help get you ranked but clicks show you deserve to be there. • Have something worth linking to and the links will come. • Let the search engine tell you what works. @debramastaler#12D
  • 43. @SMX Link Building Fundamentals #SMXInsights @debramastaler • Keep the key components of link popularity in mind when building links. • Don’t scrimp on a copywriter. • Invest in SEO/link tools after using free trials. • Create evergreen content that has been personalized for your target audience. • Add email capture to everything, • Lessen dependency on Google, look into search verticals like Trip Advisor and Yelp. #12D
  • 44. @SMX
  • 45. @SMX Going All-In On AMP #SMXInsights @BenuAggarwal Stay on top of AMP development – It is becoming mainstream - PWA and AMP together can be amazing combination Test and Validate – Leverage tools to test before, while and after Analytics and Impact – Sessions, Ranking, Impressions, Engagement, Transactions #13A
  • 46. @SMX Going All-In On AMP #SMXInsights @EricEnge ▪ AMP is no longer just for media sites ▪ It works well for e-commerce and lead gen sites too ▪ Sites see conversion rate gains as high as 77% ▪ AMP sites can be made to look identical to mobile responsive sites #13A
  • 47. @SMX Going All-In On AMP #SMXInsights @fighto ▪ Despite lacking 3rd party JavaScipt, with all the extended components, especially ones like amp-bind, you should be able to mimic your standard mobile UX #13A
  • 48. @SMX
  • 49. @SMX Beyond Text: Mastering Other Ad Formats #SMXInsights ▪ URL targets for DSA are great when your site has a clean structure ▪ Use DSA feeds when URL structure is messy ▪ Easily export URLs and labels from Editor to help create DSA feeds ▪ Use business data feeds to customize DSA ads even further @MilwaukeePPC#13B
  • 50. @SMX Share Beyond Text: Mastering Other Ad Formats #SMXInsights @Adwerx ▪ Why am I seeing this? Address Tribe ▪ What is it? Say what you do ▪ Why now? Create Urgency Three Key Questions for Every Display Ad #13B
  • 51. @SMX
  • 52. @SMX Using Search Ads & Social To Deliver The Ultimate Knockout Punch #SMXInsights @WilcoxAJ 1. Exclude competitors from seeing your ads w/ negative Company Name targeting 2. Use gated content as your offer for LinkedIn Ads (whitepaper, webinar, guide, etc.) 3. Retarget your LI traffic with FB/AdWords for cheap, effective retargeting 4. Always bid CPC until >3X the average CTR #13C
  • 53. @SMX Using Search Ads & Social To Deliver The Ultimate Knockout Punch! #SMXInsights @QCait ▪ Launch every campaign with a testing plan. From there: Fail fast + fail forward. ▪ Build in room to experiment. Chart your course with data, but let your heart lead the way. ▪ Hire the right people, set their expectations & set them up for success. ▪ Make integration a priority. Say it out loud as often as you can. #13C
  • 54. @SMX Using Search Ads & Social To Deliver The Ultimate Knockout Punch #SMXInsights @AFriedt Integrated campaign strategies should include customer journey maps and niche buyer personas Collaborate and align your sales and marketing teams before beginning campaign strategies Increase conversion rates by utilizing personalization and drilling down on your most qualified audiences using Facebook and Google #13C
  • 55. @SMX
  • 56. @SMX AMP: Do Or Die? #SMXInsights @DaveMcAnally To Be an AMP Evangelist ▶Don’t Boil the Ocean – Baby Steps are a Battering Ram ▶Understand what challenges AMP can solve for key stakeholders on their terms ▶Ensure next steps are actionable and aligned with business priorities #14A
  • 57. @SMX AMP: Do Or Die? #SMXInsights Pete Dainty ▪ The faster the site speed, the better the conversion ▪ It takes a lot of effort to set up AMP for analytics ▪ Overall the effort is worth it ▪ Use AMP to move from average, to fastest load times ▪ Site speed gains from Google by 68% ▪ AMP is essentially a free CDN #14A
  • 58. @SMX AMP: Do Or Die? #SMXInsights There is ~1 second avg. difference from the prerendering vs direct load of AMP pages. That’s speed you can’t make up and the perceived load time is even greater. @PatrickStox If you’re going to implement AMP on an enterprise site, hire more developers. #XX
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  • 60. @SMX Share these #SMXInsights on your social channels! #SMXInsights @jared_stier ▪ Hack significance by analyzing: – Micro-Conversions – Pattern Recognition ▪ The remaining funnel after your micro- conversion must be predictable and consistent with your primary conversion metric ▪ If you break out a test into its smallest components, the remaining differences in performance is just variance! #22D
  • 61. @SMX Share these #SMXInsights on your social channels! #SMXInsights @caitlin_halpert ▪ You can’t afford NOT to use Google’s “Optimize” ad rotation setting ▪ You can’t compare performance metrics across ads when using “Optimize” ▪ Ad Variations are your ONLY options for getting close to a controlled A/B ad test in Google #22D
  • 62. @SMX Share these #SMXInsights on your social channels! #SMXInsights @PPCmath ▪ Hypotheses are not for you. – Write a hypothesis for anyone who reads them (within your company) and can understand the change, without further explanation. ▪ Failing is still learning – If executed correctly, a failed test showcases that the test was not meaningful to the business. #22D
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  • 64. @SMX Local Search: Significant Changes On The Horizon #SMXInsights @danaditomaso ▪ Tips to track your knowledge panel features – When you’re at the location, check your Google timeline – Is it showing you at the correct business? – If not, you’re missing credit for real store visits! #14C
  • 65. @SMX Local Search: Significant Changes On The Horizon #SMXInsights @danaditomaso ▪ Tips to track your Google Posts – Use UTM Tracking utm_source=gmbpost utm_medium=organic – Check Posts impression data against Google Search Console data #14C
  • 66. @SMX Local Search: Significant Changes On The Horizon #SMXInsights @danaditomaso ▪ Tips to track schema uptake – Use Google Search Console to find instances of when you may have come up as a result of schema #14C
  • 67. @SMX Local Search: Significant Changes On The Horizon #SMXInsights @danaditomaso ▪ Tips for a strong brand presence – Sponsor an event or a sports team – Be the go-to media person in your area for what you do – Provide useful resources when actual resources are lacking #14C
  • 68. @SMX Local Search: Significant Changes On The Horizon #SMXInsights @danaditomaso ▪ Tips for improving email – Always be building your lists – Send regularly and often – Make your emails short and interesting #14C
  • 69. @SMX Local Search: Significant Changes On The Horizon #SMXInsights @danaditomaso ▪ Tips for improving map signals – Make a custom driving directions link & track how often it’s used https://kickpoint.ca/driving – Can you encourage visitors to save your location on Maps? #14C
  • 70. @SMX Local Search: Significant Changes On The Horizon #SMXInsights @danaditomaso ▪ Tips for rank tracking – What types of search features are coming up in your competitive landscape? – What features do you need to start using and which can you ignore? #14C
  • 71. @SMX Local Search: Significant Changes On The Horizon #SMXInsights @danaditomaso ▪ Tips for reporting – Some of this data collection is manual – Use Google Sheets, then pull together a report using Google Data Studio #14C
  • 72. @SMX Local Search: Significant Changes On The Horizon #SMXInsights @davidmihm ▪ Local search at Google – Fewer webpage results – Fewer organic results – Fewer clickthroughs* – MORE time on Google SERPs *except to advertisers #14C
  • 73. @SMX Local Search: Significant Changes On The Horizon #SMXInsights ▪ High organic competition + fewer winners = churn ▪ DIY ad format + Machine learning = zero reseller margin ▪ Evolve your business or else! @davidmihm#14C
  • 74. @SMX Local Search: Significant Changes On The Horizon #SMXInsights @PronouncedAhndy ▪ Google Maps Ads are growing – Enable location extensions to take advantage – Be on the look out for keywordless targeting and don’t be afraid – this might be an upgrade! #14C
  • 75. @SMX Local Search: Significant Changes On The Horizon #SMXInsights @PronouncedAhndy ▪ Local Inventory Ads are growing – Work on getting local feeds up and running – Consider the pros and cons of splitting LIAs and PLAs into separate campaigns vs consolidating – Be smart about potential LIA optimizations around clearance sales, holidays, and inventory concerns #14C
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  • 77. @SMX B2B SEM: Meeting Specific Challenges With Really Smart Tactics #SMXInsights @Drigotti B2B SEM is about growing the company. The best metric for that outcome is revenue and ROI. #21B
  • 78. @SMX B2B SEM: Meeting Specific Challenges With Really Smart Tactics #SMXInsights ▪ Build awareness with a strong paid social media mix ▪ Leverage LinkedIn to cookie highly relevant audiences, then use cheaper channels to nurture ▪ Deliver content that corresponds to the specific audience segment and intent ▪ Tie campaign optimizations to back-end CRM data @3QDigital#21B
  • 79. @SMX B2B SEM: Meeting Specific Challenges With Really Smart Tactics #SMXInsights ▪ Build robust negative keyword lists BEFORE launching campaigns – Don’t wait for junk to show up in your search query reports @Robert_brady ▪ Plan ahead so you have your next 2-3 ad tests ready & approved – Approval takes time; design takes time; resources are hard to get #21B
  • 80. @SMX B2B SEM: Meeting Specific Challenges With Really Smart Tactics #SMXInsights ▪ If you target the right people, they’re still the right people on Facebook, Instagram, Twitter, Snapchat, Pinterest, Reddit, etc. @Robert_brady ▪ Be humble & realize that potential customers may not think of the problem/solution with the same vernacular you do – If the volume really doesn’t exist, maybe your business plan is the problem #21B
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  • 82. @SMX Enterprise SEOs, Unite! #SMXInsights @LauraLippay ▪ SEO “best practices” aren’t always best ▪ Blanket statements can be dangerous ▪ One size does not fit all: Always consider the situation at hand #22A
  • 83. @SMX Enterprise SEOs, Unite! #SMXInsights @KeithGoode ▪ A long history, a great product, and good PR can take you a long way in the SERPs, but we shouldn’t be satisfied with that alone. ▪ The Ideal State Enterprise SEO requires Organizational Awareness and Unified Effort from everyone, not just SEOs. #22A
  • 84. @SMX Enterprise SEOs, Unite! #SMXInsights @KeithGoode ▪ True Organizational Change is a Top- Down Mandate edified and bolstered with data. ▪ Scaling is not an exercise in copying and pasting templates, but it requires a constant eye on the user’s wants and needs. #22A
  • 85. @SMX Enterprise SEOs, Unite! #SMXInsights @5le ▪ Challenge everything you read – Don’t assume it is true even if Google says it is ▪ Melt into the background on SEO and let others take the win – Winning opens up the door to more winning ▪ Architects build buildings – Be the architect not the bricklayer #22A
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  • 87. @SMX Unleashing The Power Of Online Video Ads #SMXInsights @JonKagan Anyone, on any budget can run YouTube and have it work for them, do not be scared There’s a fine line between doing it, and doing it intelligently: Targeting is the key. If your other media isn’t benefitting from the effort, then you’re missing something, and you need to regroup on your strategy #22B
  • 88. @SMX Unleashing The Power Of Online Video Ads #SMXInsights @NobleDigitalOne Your video may be the first and ONLY thing a potential customer sees about your brand. Make it Count! #22B
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  • 90. @SMX Must-Have Reports For Search Advertisers #SMXInsights @JDprater ▪ Know your audience ▪ Choose the metrics they care about (revenue, pipeline, leads) ▪ Structure and communicate your PPC report using Minto or Inverted Pyramid #22C
  • 91. @SMX Must-Have Reports For Search Advertisers #SMXInsights @corydmorris The future ain’t what it used to be –Yogi Berra Use a projection report to take steps to know what the future holds. #22C
  • 92. @SMX Must-Have Reports For Search Advertisers #SMXInsights @corydmorris Always keep your AdWords benchmarks handy. P.S. Wordstream is a great source: http://bit.ly/ws-benchmarks #22C
  • 93. @SMX Must-Have Reports For Search Advertisers #SMXInsights @corydmorris Remember that the Projection Report is a projection and not a promise. #22C
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  • 95. @SMX JavaScript & PWAs: What SEOs Need to Know #SMXInsights @VadimSupitskiy #Speed #ServerSideRendering #AMPtoPWA #23A
  • 96. @SMX JavaScript & PWAs: What SEOs Need to Know #SMXInsights @maxxeight ▪ SEO Best Practices For JavaScript Sites – Crawling: use clean URLs and proper <a href> elements – Rendering: avoid blocking resources and loading content upon user interaction – Indexing: make sure meta data in <head> is not duplicated across pages #23A
  • 97. @SMX JavaScript & PWAs: What SEOs Need to Know #SMXInsights @maxxeight ▪ The Rich Results Testing Tool is the only Google- provided tool showing the rendered code (DOM) #23A
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  • 99. @SMX How To Develop Multichannel Attribution Models That Move The Needle #SMXInsights @SPoulton ▪ Attribution Modeling is about looking forward to determine how to grow, not about looking back. ▪ Standard Position & Rules-Based Attribution Models: Still very useful, but inherently contain bias & limit actionable insights. ▪ Data-Driven Attribution: Uses Shapely Values & Counterfactual Gains to constantly adjust based on new information available. ▪ Facebook Attribution is coming! #23C
  • 100. @SMX How To Develop Multichannel Attribution Models That Move The Needle #SMXInsights @AdamProehl ▪ Too many marketers seek attribution as a CYA to justify their budgets or even their very existence. ▪ Success metrics will be very different depending on the medium. Finance & management often struggle with that fact. ▪ Customer behavior doesn’t fit comfortably into a single line item on an ROI spreadsheet. #23C
  • 101. @SMX How To Develop Multichannel Attribution Models That Move The Needle #SMXInsights @HeatherCooan Use CRM campaign tracking to get more from your paid channels! ▪ Measure middle of funnel activities! ▪ Identify content + channel combinations that move the revenue needle! #23C
  • 102. @SMX How To Develop Multichannel Attribution Models That Move The Needle #SMXInsights @HeatherCooan Align Sales & Marketing by customizing lead source for more granular & holistic measurement! ▪ Audit ▪ Customize ▪ Expand #23C
  • 103. @SMX How To Develop Multichannel Attribution Models That Move The Needle #SMXInsights @HeatherCooan Take the time to deliberately design your campaign hierarchy. ▪ Think through measurement ▪ Ask questions of the data ▪ Utilize your marketing operations & systems experts #23C
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  • 105. @SMX Successful SEO Using Markup & Structured Data #SMXInsights @AlexisKSanders ▪ Google offers structured data documentation for +26 item types that enhance the SERP! ▪ For a majority of eCommerce sites with product rich results, rich results will outperform regular listing. #24A1
  • 106. @SMX Successful SEO Using Markup & Structured Data #SMXInsights @AlexisKSanders +25K eCommerce URLs populating with featured snippets: • Microdata: 76% • JSON-LD: 25% • OGP: 68% • Twitter Summary Cards: 27% #24A1
  • 107. @SMX Successful SEO Using Markup & Structured Data #SMXInsights @AlexisKSanders Top Occurring Microdata for eCom with Snippet: #24A1
  • 108. @SMX Successful SEO Using Markup & Structured Data #SMXInsights @AlexisKSanders Top Occurring JSON-LD for eCom with Snippets: #24A1
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  • 110. @SMX All Google Manual Penalties Explained #SMXInsights @kas_tweets ▪ Shorter reconsideration rationale is better ▪ Any penalty can be fixed ▪ Algorithms are not penalties #24A2
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  • 112. @SMX How To Maximize & Measure Performance On The Google Display Network #SMXInsights @michellemsem ▪ Understand how each targeting type works & match CTAs accordingly. ▪ Combine contextual & audience targets for highly focused campaigns. ▪ Structure campaigns with future optimizations and insights in mind. ▪ Smart Display can be a great tool, but isn’t for everyone. #24B
  • 113. @SMX How To Maximize & Measure Performance On The Google Display Network #SMXInsights @MilwaukeePPC ▪ Display Planner is nice, but Google Analytics shows you what’s already working. ▪ Use referrals to find high-converting placements. ▪ Use in-market and affinity reports to get a head start on broadening reach. ▪ Use search term reports to know what’s important to your current visitors. ▪ Create audiences from Display campaigns. Attach them to every search campaign to see the impact on search. #24B
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  • 115. @SMX Solving SEO Issues In A World Of Constant Change #31A #SMXInsights @GlennGabe ▪ User happiness wins. ▪ Focus on “quality indexation”. ▪ Nuke aggressive, disruptive, or deceptive advertising. ▪ Rid your site of technical SEO problems. #31A
  • 116. @SMX Solving SEO Issues In A World Of Constant Change #31A #SMXInsights @GlennGabe ▪ Mobile page speed will become a ranking factor in July 2018. ▪ It will be a lightweight factor, just like desktop. ▪ At some point, your mobile pages and content will be used for ranking purposes (with Google’s mobile-first index). #31A
  • 117. @SMX Solving SEO Issues In A World Of Constant Change #31A #SMXInsights @GlennGabe ▪ Migrate to https. ▪ View the ad experience report TODAY. ▪ Understand Above The Fold (ATF). ▪ Chrome is now taking action. #31A
  • 118. @SMX Solving SEO Issues In A World Of Constant Change #31A #SMXInsights @Marie_Haynes 1) February 1, 2017 was a Penguin update. Google got better at figuring out which links to ignore. 2) Hit by “Fred” March 7/8, 2017? Google closed SEO tricks and loopholes such as “SEO Content” on the bottom of product pages. 3) February 7, 2017 had a LOT to do with E-A-T. Improve by getting the world talking about how awesome your business is. #31A
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  • 120. @SMX Advanced Audience Targeting & Management Tactics #SMXInsights ▪ Takeaways: – Standard RLSAs can boost ROAS if used strategically – Facebook offers a higher level of audience targeting via personal data vs. AdWords – Combining Facebook Audiences with RLSAs is proven to decrease paid search CPA, and increase CTR and ROAS – Tactics to test when you get back to the office: 1. Increase AdWords search visibility for Facebook audience members 2. Using lookalike audiences to uncover new prospects for TOFU search campaigns 3. Using Gmail sponsored promos and FB Ads together to boost conversions 4. Target users via Job title and use Partner Data across Facebook & AdWords @iambenwood#31B
  • 121. @SMX Advanced Audience Targeting & Management Tactics #SMXInsights ▪ The purchase funnel is rarely linear. Marketers should focus on reaching the right person at the right time with the right message @ChackaMarketing ▪ Constantly track audience interests and behaviors and continue to refine your strategy ▪ For best results leverage all audiences and tools that channels offer without diluting the size of your audience #21B
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  • 123. @SMX Your Mission: Increase Sales, Cut Costs, Maximize Profits #SMXInsights @DreamAgility ▪ Use the 20 minute rule – Identify the tasks you do for 20 mins or more each day – If they’re repetitive see how it could be automated or if a Bot could do it – Weigh up the costs of continuing to do it manually (salary, desk space, sick leave etc) vs the cost of a bot and the time to implement #31C
  • 124. @SMX Your Mission: Increase Sales, Cut Costs, Maximize Profits #SMXInsights @DreamAgility ▪ Practice building bots internally first – Use the Microsoft Bot Framework, it’s free, simple and lots of fun. – Pick the FAQ or HR functions first. – Train your bot to give the correct answers – Build them for your clients FAQ pages, etc. #31C
  • 125. @SMX Your Mission: Increase Sales, Cut Costs, Maximize Profits #SMXInsights @DreamAgility ▪ Connect the dots between the bots – Look at RPA (Robotic Process Automation) solutions appropriate for your budget. – Map out the actions you take e.g. building reports, or that are performed between executing the bots. – The RPA will copy your actions between applications and build a macro to do it automatically. #31C
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  • 127. @SMX Shopping Campaigns That Keep Paying Off #SMXInsights @PPCKirk ▪ DON’T stress about not having expensive bidding tools for Shopping Ads. ▪ DO create your own bidding rules with saved filters in the AdWords UI. ▪ DO organize your Shopping campaigns around the marketing funnel & track accordingly. #XX
  • 128. @SMX Shopping Campaigns That Keep Paying Off #SMXInsights @Caitlin_halpert ▪You can segment brand from non- brand in Google Shopping, but be careful! #XX
  • 129. @SMX Shopping Campaigns That Keep Paying Off #SMXInsights @Caitlin_halpert ▪Give Google as much info as possible! ▪Use 3+ levels in Product Type Postcards Office Supplies > Paper Products > Postcards #XX
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  • 131. @SMX Competitive Research For SEM #SMXInsights @ayat ▪ Clearly define your goal when conducting a comp analysis. ▪ Never go in thinking you’re going to copy competitors. ▪ The ideas collected should first be evaluated prior to testing. #33B
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  • 133. @SMX Driving Sales On Social Media #SMXInsights @Nate_Elliott ▪ Proper measurement leads to success. ▪ Test and learn and optimize. ▪ Optimize for business, not engagement. ▪ Don’t invest where you can’t improve. Free report: www.NineteenInsights.com. #33C
  • 134. @SMX Driving Sales On Social Media #SMXInsights ▪ DPA Benefits: – Shared Feed Assets between Google/Bing & Facebook – Ability to Easily Upsell and Cross Sell – Reach new audiences based on their in-market signals @JenKiaba#33C
  • 135. @SMX Driving Sales On Social Media #SMXInsights ▪ Research how the category is represented on Pinterest today ▪ Identify the “Eureka” moment ▪ Don’t let a limited organic presence hold you back ▪ Re-purpose existing PLA feeds ▪ Monitor site traffic to see if Pinterest is driving interest @LaurendeVlaming#33C
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  • 137. @SMX Winning More Customers With E-commerce Offer Testing #SMXInsights @Ayat ▪ CRO goes beyond changing the obvious elements. ▪ It’s not about quick wins either. ▪ It’s about consistent testing and the methodology behind the testing that leads to INNOVATION. #34C
  • 138. @SMX Winning More Customers With E-commerce Offer Testing #SMXInsights @bigAlittleA ▪Paid media favors stability. –switching creative to push a short term promotion? BETTER be good ▪Optimize to profit + ROI, not ROAS #34C
  • 139. @SMX Winning More Customers With E-commerce Offer Testing #SMXInsights @bigAlittleA ▪People can be numb. –The simpler the offer, the better the result –Make your promotions feel special #34C
  • 140. @SMX Winning More Customers With E-commerce Offer Testing #SMXInsights @bigAlittleA ▪ Understand what your best customers buy first. – Find where those purchases come from and get aggressive! #34C
  • 141. @SMX Winning More Customers With E-commerce Offer Testing #SMXInsights @bigAlittleA ▪ Identify which metrics really matter. Don’t chase revenue alone. ▪ Be smarter than your audience. ▪ Find and exploit your best customers’ habits. Don’t chase the 80% ▪ Your best customer may not be who you think they are! #34C
  • 142. @SMX Winning More Customers With E-commerce Offer Testing #SMXInsights @ebKendo ▪ Define e-Commerce or have the conversation ▪ Organize and track offers cross-channel ▪ Bake in the cost of shipping where you can ▪ Google Retail Promotions = meh on attributable lift ▪ Bundle stuff ▪ Have some exclusives #34C
  • 143. @SMX Winning More Customers With E-commerce Offer Testing #SMXInsights @ebKendo 3 quick ways to improve ROAS from Search: Ensure proper campaign location settings. Evaluate keywords for searcher intent. Leverage geographic data. #34C
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