This session covers content, comparisons to modern day Newspapers, and how to think about earning links in creative ways.
Seasoned Speaker Bill Hunt is always a pleasure to listen to. Loads of slides and a huge amount of useful information for how to think about Keywords, targetting value and making sure that your budgets are being used wisely.
Starting with the example of a keyword targeting fail whilst looking for a Wine Cooler that held 50 bottles, the SERPS brought a whole manner of listings that consumers then have to trawl through again to find the best match.
This is Bill’s blueprint of how to undertake your Keyword Analysis effectively.
We’re at SES London 2012 – so here is the first in our series of posts this week.
Link Building in a Post Penguin World
Moderator:
Bill Hunt, SES Advisory Board; President, Back Azimuth Consulting
Speakers:
Kevin Gibbons, UK Managing Director, BlueGlass Interactive
Paul Madden, Owner, Automica Limited
Links have existed long before Google, we just didn’t think in those ways. Links prior to the art of Linkbuilding as we know it existed were earned not necessarily placed via news, web portals, open directories and general web content.
Along came Page Rank > Money – and we have eventually ended up with a post panda apolcalypse launching a host of theories, ‘much needed’ cleanup, and the start of a different way of thinking when it comes to link building. (more…)
Adding to track of PPC and social media optimisation this session looked at PPC beyond Search Expanding current PPC search campaigns, looking for new opportunities, tactics and understanding between local media ads, mobile and many new display options.
Speakers
Speakers
“20% of all desktop searches are local…40% of all mobile searches are local”
That’s a pretty good reason to be considering both mobile and local.
This is a wrap up of the session “Why Content Strategy is Crucial for Social Search” from SES London 2012. The session had the speakers Chris Boggs (SES Advisory Board; Director, SEO, Rosetta), Rachel Hawkes (Account Director, Elemental) and Krista LaRiviere, (CoFounder & CEO, gShift Labs) speaking.
This session was concerned with how social media affects search results and activity within the search results. Concentrating on search results in .com given that we are not seeing everything on .co.uk (yet!), but definitely the shape of things to come.
This is penultimate session of Day 2 at SES London and at the SEO track we have Stephen Pavlovich and Jeff Slipko. Stephen and Jeff will be explaining how and why SEO links to brand building and goes beyond just increasing visitor numbers. The subject for the session is Understanding User Behaviour and Increasing Site “Stickiness” and some of the tips they give away should help websites to keep visitors on a site as long as possible.
If you moved home you wouldn’t think twice about having your mail re-directed or telling your friends your new address. In fact, you may go out of your way to make sure everyone knows by throwing a house warming party and sending out invitations. However, a surprising amount of businesses when changing their website address or making significant changes to their web pages, CMS, content or URL’s let anyone know at all – least of all search engines.
Next up in the PPC track we have Ben Jesson and Craig Sullivan talking about Conversion Rate Optimisation. In this session we are going to learn exactly how to change a website to achieve increases in profit in the shortest amount of time.
Moderator:
Speakers:
This is the first of my five live blogging sessions for State of Search at the SES London Conference today. We will be listening to Jonathan Beeston and Sam Fenton-Elstone talking about PPC Campaign Architecture and how to get this key campaign element right and truly set up for success so let’s get started.
Moderator
Speakers
QualityScore is definitely one of the most important metrics in your Adwords account. It decides among others if your ad is eligible to enter the Adwords auction and, if yes. what position it takes. Furthermore this magic number influences the amount you pay for the click. Before starting to cover this session let me give you one quick book tip about QualityScore: “QualityScore in high resolution“, by Craig Danuloff, A must-read for every search marketer!
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It’s almost two years to the day that State of Search was launched and I heard Avinash speak at SES. He was truly inspirational and some of the ideas he presented that day I still use on a weekly basis today. Needless to say I am a huge fan and was really looking forward to the keynote.
He started with a favourite quote from a Kenyan Farmer, “information is powerful but it is how we use it that will define us.” We spend a lot of time making love to data but very little happens as a result. The key is trying to find out how to move beyond that information to drive change in your company.
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