About 90 Tips & Tricks from SESLondon (Day Two)
Team Receptional spent a second day at the search marketing extravaganza that is the SES London conference.
The key focal point from today was the increasing importance of having a mobile strategy. Mobile searches and queries are growing at a remarkable rate and a large number of searches have local intent.
Here are our top tips from today at #SESLondon
Keeping Up with the Consumer
by Ian Carrington Director of Performance, Northern and Central Europe, Google
1. 28% of 3-4 year olds in the UK use a tablet. It epitomises how we’re all constantly connected and the pace of change we’re seeing today.
2. By 2020 they’ll be 8billion people in the world that will have access to the internet.
3. Project “Loon” from Google – balloons are bringing internet coverage to areas where there hasn’t been internet coverage. Google want everyone across the world to benefit from being constantly connected. This means they’ll be an even bigger audience using the internet.
4. Building the future of search: Google will be able to answer questions in real-time, like processing exchange rates and language translations.
5. Google’s Knowledge Graph incorporates conversational search – you don’t have to ask Google about the same thing/place again, you can merely ask for extra information or specific details about something you’ve already searched for.
6. Google Now anticipates your next move – making suggestions based upon your lifestyle e.g. if it knows you eat out, Google Now will suggest restaurants that you haven’t yet visited. That’s why it’s important to consolidate your local strategy. Here’s a demo of Google Now:
7. Google’s Knowledge Graph is organic – it can make more connections and associations with different things very quickly. Therefore you need to consider how your content is relevant to other verticals. Here’s a demonstration of Google’s Knowledge Graph:
8. Ian Carrington’s main tip: make sure you’re optimising for these impending changes at Google. Especially for mobile as the majority of us have three devices, and more and more queries are coming from mobile devices. You Need to get a mobile strategy. If you don’t have a mobile strategy, you DON’T have a strategy.
9. Google is prioritising ads for searches made on mobile devices – make sure your relevant.
10. Use data and signals to make your advertising more effective. Don’t ignore the insight that you have
11. Make sure you have click to call synced with your AdWords and call tracking software to make sure you’re correctly attributing sales.
12. Get a mobile website – it will instantly increase conversions! Check out Google’s case study for Carphone Warehouse http://www.google.co.uk/think/case-studies/carphonewarehouse-full-value-of-mobile.html
Brilliant Blogging: 7 Lessons for Blogging Success
by Lee Odden Top Rank SEO
13. Create demand and awareness through useful and engaging content
14. Be the best answer; this creates your authority. You target audience will see you as the go to source.
15. Make sure you document your success and scale it up.
16. Mr Odden’s seven key points for blogging success
1. Stand for something, something specific. Focus attracts attention, builds authority and credibility.
2. Know your reader. Understand their preferences for discovering, consuming & interacting with blogs. Then optimize!
3. Social drives discovery, search validates. Understand the search & social dynamic for your target audience.
4. Great content isn’t great until it’s discovered, consumed & shared. Invest equally in creative & amplification.
5. A person has a finite number of original ideas. Look beyond yourself for blog topics & creation.
6. A blog is only as interesting as the interest shown in others. Engage with readers on & off your blog.
7. Optimize for readers first with interesting, useful topics. Google doesn’t comment on or share blog posts.
Brilliant Blogging: Best Practices to Enhance Your Customer Reach
by Bas van denbeld State of Search
17. Managing a group blog: You need to structure things otherwise you’ll be waiting around for content that might not be great
18. Look at your team to find out their areas of expertise
19. Choose bloggers based upon their network of people. They’ll get information from this network and simultaneously share your content with this network. This will improve your reach.
20. Create a “safe place” for the team: Make them feel comfortable so they’ll feel empowered to publish their content online. Set up a private Facebook group, for example.
21. Finding the right topics: there’s always something to write about. Look around you for ideas. Content is on every street corner
22. Use Evernote to store all of your content ideas. You can revisit your ideas at any time.
23. Find out what people want to know and what they want to read – that’s your point of relevance
24. There is no average user you’re talking to. People approach the buying process in different ways.
25. Set up a tweet deck curating specific topics – you’ll receive notifications when someone tweets about something you’re monitoring.
26. Quora – there are so many questions on this site. Check out the most asked question that are relevant to your blog.
27. Tweetadder – find users who are tweeting about topics you’re interested in – add them to a list.
28. Lurk in Google+ communities – find out the questions that people are asking. Blog a response and share it with them.
29. Case studies: they’re “evergreen content” and people love to read about a success story
30. Perfect structure for a blog post: Start with the subheadings and try to make them on topic but quirky and interesting.
31. Never forget the “so what” part of your blog post – what can someone take away from your post?
32. Guest blogging; it’s tricky territory. State of Search do guest post series, so they’re still curating content, but not purely accepting guest posts.
Effectively converging paid, owned and earned media
by Dave Freeman, Head of SEO, Havas Media
33. We have lost keyword data, but monitor the performance of individual pages and you won’t need to worry
34. Use landing page reports in Google Analytics – and segment your audience into paid, organic and referral traffic
35. Keep agile – test and fail quickly. Agree your aims, set a test strategy, choose your keywords, agree a measurement framework, set timeframes, and make sure everyone has realistic expectations
Create and use survey data to get coverage for your business
by Nick Drabicky Head of Bought Media, iProspect
36. If possible, configure your analytics package so you can see profit margins for individual products
37. Make sure you’re analytics works across all of your marketing media, so you can compare the performance of each
38. Redistribute your spend based on the success of each channel
39. Often consumers start by searching on mobile, but convert (buy) on a desktop
40. A typical site conversion rate is about 5%. Make sure you analyse the 95% – why aren’t they converting?
41. Have everyone in your business look at one set of data. If everyone’s looking at different data, it’s difficult to reach a decision.
Game, Set, ROI: Developing an Effective Search & Social Strategy
by Jonathan Beeston, Adobe
42. What you can’t control: Google are sometimes putting PLAs above brand ads
43. Search in 2014: Even bigger banner ads, according to Jonathan Beeston
44. For the here and now search, Twitter is the place to go e.g. if you want to find out the password for SESLondon, someone will have tweeted it. But Google won’t index it for 3 months.
45. Paid, earned and owned are converging – Facebook is using sponsored posts
46. Paid, earned and owned are altogether on one page in the search results. There is no longer a clear distinction.
47. If you’ve got a social strategy, you immediately have a mobile strategy – even if you haven’t optimised for mobile. There’s no escaping mobile search.
48. To achieve an effective search and social strategy, start uniting disparate teams.
49. What is social for your organisation? social spans PR & Comms, Marketing and Ecommerce, Product Innovation and Customer Service and Support – so it covers a lot.
50. Build from the right foundations. Make sure you’re attributing so that you’re using data from one source.
51. Make sure you have common tracking, measurement and reporting to entwine your search and social strategy.
Social Search: Testing if it can work for you
by Nick Beck from Tug Agency
52. The power of Social Networks has some effect on Search Engines
53. Google Plus Shares help discovery and indexation
54. Take a qualitative approach to testing for your brand, products and services e.g. posts in different formats (pictures, tweets) and what’s their engagement like on different social networks.
55. There isn’t one strict rule for success; sadly, you’ll have to go away and test social’s impact upon SERPs.
56. Getting a tweet or a re-tweet from a high influence Twitter user has an immediate and lasting impact on the visibility of content in the SERPs.
57. If you’re going to test, make sure you have some equal factors, e.g. region and language, product or service.
Next Generation Site Architecture
by Maile Ohye Google
58. Google wants to improve user experience, relevance, comprehensiveness, speed. So make sure your site architecture takes those targets into account
59. If you have a separate mobile site, it’s worth implementing rel=”alternate” and rel=”canonical” tags so Google can find your mobile content
60. Users like to be able to switch between the mobile and desktop versions of your site, so include a link
61. Seven seconds is the average page load time on mobile. Which is about 6.5 seconds too long.
62. Use webpagetest.org to see visuals of how your mobile site loads
63. Google demotes pages that have a poor smartphone experience
64. It’s difficult for Google to crawl pages that have ‘infinite scroll’. So split the page and use rel=”next” and rel=”prev” tags to let Google know that there’s more content to find
Next Generation Site Architecture: 2nd talk
by Alan Perkins
65. Site structure: target broad competitive keywords on the pages that sit at the top of your site architecture
66. Use Open Graph Markup for better quality shares on Facebook. Use Twitter cards for Twitter markup.
Q & A Sessions: Google Changes a lot! Hummingbird, Not Provided, Enhanced Campaigns: The Update
This was a Q&A session about the latest Google updates; Hummingbird, (not provided) and AdWords Enhanced Campaigns.
Questions were asked by Craven (asking the questions) and put to three SEO experts: Tim Grice, Christian Sheridan and Ralph Tegtmeier – a self-confessed black hat SEO, so I’ll say it now, the views expressed in this blog post are most definitely not out own!
Q. Craven: Do you think Google want to help us optimise our websites:
Tegtmeir’s response, tweeted by Nathan Warlow:
— Nathan Warlow (@nathwarlow) February 12, 2014
Q. Craven: Should we be concerned about the lack of keyword data?
A. Sheridan: There’s ways to counter it…focus on the type of content we want to create as Cutts recommended years ago.
A. Grice: Not having not provided is a problem, and we still want to do SEO. But it all comes back to marketing your website ethically and correctly rather than focusing on keyword data.
Q. Craven: Bing are going to start experimenting with private keyword data, what does that mean for us?
A. Tegtmeier: Keyword data doesn’t give you full picture perspective as it doesn’t provide the context, so don’t focus on keyword in copy, but focus on the semantic to serve the context of search.
Grice on Hummingbird: It was an algorithmic update not to punish websites, but it was to give us better results. Google appears to be pushing the relevance of data in Webmaster Tools, so there is still a degree of keyword data in Webmaster Tools.
Q. Craven: What’s the deal with enhanced campaigns? Do they want to make more money out of us?
A. Brice: It can work very well, but because it’s bundled in, we can’t decide who to target, which is annoying.
Q. Craven: Was the whole transition to mobile too forced? Should we be giving more money to mobile?
A. Sheridan: I think they’ve done it for more money, Google are a business.
Question from the audience: What’s the most Black Hat SEO thing you’ve done:
A. Tegtmeier: Forcing gambling through the great firewall of China – but, if anything, we’ve bought an element of democracy to China.
Grice on keyword data: Keywords are still important and the data hasn’t been fully taken away from us. Click-through keywords are still important and Google advise that you use should keywords in your URLs and Page Titles.
Q. Craven: So what should you be doing with your content now, writing content for shares of link building? Google now says you should write content that people want to share. Is that for Google Plus?
A. Sheridan: Of course it’s for Google Plus.
Tegtmeier’s response, as tweeted by Beccy Weeks:
— BeccyWeeks (@BeccyWeeks) February 12, 2014
Search engine marketing: power tools
by Jasmine Ahrens Director, International Digital Acquisition American Express”
67. Try and find the personalities and intention behind the keywords. Look for demographic data on your audience.
Link audit tools
68. The SEOGadget site was under a Google penalty, due to poor quality links that had been built in the past. If you’re at risk of a penalty, use Google’s disavow file to remove links BEFORE you get hit.
69. What are the best sources of link data? Use MajesticSEO’s fresh index and their metrics. Use AHRefs to find new links, it shows up sites that are collecting links very quickly. This can be a sign that a site is collecting unwanted spammy links. Finally, Google’s Webmaster Tools link data can be incredibly useful
70. Use Scrapebox’s fake PageRank checker to find sites that you want to remove with your disavow file.
Local Search: bigger than you think
by Pete Young Search Director Media-com
71. 1 in 3 searches in 2013 had local intent. That means over 7 billion searches a year have local intent.
72. 20% of searches on a desktop have local intent
73. 50% of mobile searches have local intent
74. So searches with local intent affects different verticals more than others e.g the gaming industry.
75. 49% are using their smartphone – 37% of searchers are looking for information in the UK.
76. The introduction of Google Venice means we cannot rely on a single source of truth in repsect to localised listings
77. 92% of mobile users are clicking on paid ads
78. Certain results are “hyperlocal” – which is all of your Google Plus Local results, so you should try to take greater estate of your local listing
79. Tourdash – overlays hotspots on top of virtual tours which means results are more and more interactive. Shoppers can go into a shop and look around, get information on products they can see.
80. Top optimise your local listings – make sure you indicate the right category of your business and make sure you use local telephone numbers.
81. Reviews are increasingly important for social proofing – but you need a certain threshold of reviews in order for this to come into your natural search results. Built these into your CRM strategy. Moving forward this is only going to get more important.
82. There’s only so much you can do with optimising local listings. AdWords PPC will give you some quick wins, like using image extensions because they use an image that nearly covers the entire page.
Local Search: Local Listings Best Practices
by Greg Stewart
83. Structured data is what’s pulling your listing up in Google
84. Data needs to be synced across all sites e.g. citation building. And all of your content should be correct across the board
85. Local algorithm varies upon device and platform, so make sure you understand each devices key leverage points.
86. Local optimisation is becoming a key point of local delivery: become much more agile in the services you offer and the communication with your consumer.
International search engine marketing
by Motoko Hunt President, AJPR
87. Where are the opportunities? Use Google Trends to find where (in the world) people are searching.
88. Success in international SEO depends on creating standards and processes that are applied around the world.
89. If you want international teams to give you their time and resources, you’ll need to demonstrate the business value of your SEO work.
Do not enforce your main keywords on local markets. Share your keywords, use them as a guide, but find local targets.
And there’s more
If you found these tips useful, check out:
Oh, and if you found the list helpful, please share it.