Track 5: Search Marketing
Search has changed marketing even more than television. Customers now reveal current desire and explicit shopping intent. Google has grown so big, so fast because savvy marketers have found ways to make the most of ‘intent marketing’. Now it’s your turn. Spending the day in this track will give you the knowledge and insights you need to bring customers to your door in droves.
How do I get to be number one on Google? Nobody has a simple answer for that one. But there are some hard and fast rules about optimizing your content to improve your ranking and keep you safe from being kicked out altogether. From the simple to the strategic, this session is the starting point to better search traffic – including how to shop for a search optimization consultant.
It’s so simple – people who search for your type of product see your ad and you don’t pay unless they click. You have complete control over your ad, over your budget and over the keywords you want to bid on. But it quickly gets tricky. Lessons learned, techniques to cultivate and mistakes to avoid are grist for the mill in this session.
You can bid on tens of thousands of keywords to bring search traffic to your site. But the return on that investment can be as hard to come by as a full page ad in every newspaper in the country. Your job is to find the cluster – and the sequence – of keywords that bring the best traffic to your site, the fastest, at the lowest cost. Learn how the pros manage a stable of keywords for competitive advantage and how to get started with your own lexicon.
More than just practical tactics, this session reveals a soup-to-nuts content management strategy that ensures all of your new content is optimized. By focusing on the internal content team, learn how publishers make sure all of their material creates cumulative value and how marketers create information hubs and establish themselves as industry thought leaders. Discover how the content team can get their jobs done and, with a little bit of advanced planning and foresight, how to roll out a CMS based site and toolset that is efficient to use and loved by its users.
Due to the increasing use of smartphones, search engines, and other mobile devices, search, social, and mobile are rapidly converging. Local search is now a key influencer in consumer purchasing behavior. If prospective customers cannot find your business where they search, then you’re losing out to the competition. What are doing to get found?
Alhan Keser, CMO, Blue Fountain Media
Keyword management and pay-per-click success are built on measuring the results, making changes and measuring their impact. Discover the challenges and opportunities of search measurement including SEO insights/tools, lead generation analysis and subsequent action analytics. Stay in tune with and on top of search visibility and lead generation in a fragmented world. This is the practical, tactical, common sense view of what it takes to drive traffic derived from intent.
Session 5a. Search Engine Optimization
David St. John Tradewell, Commercial Director, North America, EconsultancyHow do I get to be number one on Google? Nobody has a simple answer for that one. But there are some hard and fast rules about optimizing your content to improve your ranking and keep you safe from being kicked out altogether. From the simple to the strategic, this session is the starting point to better search traffic – including how to shop for a search optimization consultant.
Session 5b. Pay-Per-Click Search Marketing
Kevin LeeIt’s so simple – people who search for your type of product see your ad and you don’t pay unless they click. You have complete control over your ad, over your budget and over the keywords you want to bid on. But it quickly gets tricky. Lessons learned, techniques to cultivate and mistakes to avoid are grist for the mill in this session.
Session 5c. PPC Keyword Superiority
Kevin LeeYou can bid on tens of thousands of keywords to bring search traffic to your site. But the return on that investment can be as hard to come by as a full page ad in every newspaper in the country. Your job is to find the cluster – and the sequence – of keywords that bring the best traffic to your site, the fastest, at the lowest cost. Learn how the pros manage a stable of keywords for competitive advantage and how to get started with your own lexicon.
Session 5d. Content Curation for Search
Andre Gaulin, Director, Agility Solutions, Agility CMSMore than just practical tactics, this session reveals a soup-to-nuts content management strategy that ensures all of your new content is optimized. By focusing on the internal content team, learn how publishers make sure all of their material creates cumulative value and how marketers create information hubs and establish themselves as industry thought leaders. Discover how the content team can get their jobs done and, with a little bit of advanced planning and foresight, how to roll out a CMS based site and toolset that is efficient to use and loved by its users.
- The main steps/activities for implementing a new CMS based site
- Keeping content producers happy
- Recognizing a good CMS vendors
- CMS Tricks and Traps
- How a solid CMS implementation supports Search at every step
Session 5e. Local Search
Ravdeep Sawhney, Co-Founder & Chief Product Officer, Get Me Listed Corp.Due to the increasing use of smartphones, search engines, and other mobile devices, search, social, and mobile are rapidly converging. Local search is now a key influencer in consumer purchasing behavior. If prospective customers cannot find your business where they search, then you’re losing out to the competition. What are doing to get found?
- Signal to Noise: Understanding the local search eco-system and finding the perfect match
- Under the Hood: The differences between traditional search and local search taxonomy, and the significance of mobile and social
- Rolling up Your Sleeves: How to create an integrated local search campaign to increase your presence, visibility and rankings
- Getting the Green Light: Establishing your KPI’s and getting stakeholder buy-in
- Metrics: How to generate and measure engagements and conversions
Session 5f. Search Analytics
Kevin Buerger, VP, North American Sales and Client Services, JellyfishAlhan Keser, CMO, Blue Fountain Media
Keyword management and pay-per-click success are built on measuring the results, making changes and measuring their impact. Discover the challenges and opportunities of search measurement including SEO insights/tools, lead generation analysis and subsequent action analytics. Stay in tune with and on top of search visibility and lead generation in a fragmented world. This is the practical, tactical, common sense view of what it takes to drive traffic derived from intent.
