154 Tips From SES London, 2015

154 Tips From SES London, 2015

Justin Deaville, Lisa Bollins, Zoe-Lee Skelton and Liang Chen spent the day at the SES London Conference. Here are 154 of the best tips and tactics we heard from both days:

Day 1 10th February 2015

How the “internet of things” (IOT) will impact (all) commerce by Shawn Burns, Senior Vice President, Schneider Electric

1. The internet starts with the customer. Often marketers forget that there is a customer.

2. Search will continue to grow, customers are spending more time searching. PPC and SEO will become more important than ever.

3. Customers will spend time on your site searching. You want their search experience to match the search experience offered by Google.

4. Every 60 seconds 100,000 Tweets are sent and 48 hours of video are uploaded to YouTube. Your customers are using social media.

5. Mobile internet is overtaking desktop internet usage. Customers spend more time on their mobile devices.

6. Design your webpages from the mobile device in mind. Only once you’ve designed the mobile page should you consider the desktop.

7. Ecommerce has grown and now most customers are buying things online. Business to business customers typically go to your site between 8-12 times before they buy.

8. Customers are spending more and more time on really, really small devices. That’s a big challenge for marketers.

9. Design simplicity will be critical.

10. The internet of things will generate masses of data. Marketers will need to absorb this information.

11. Wikipedia is a competitor (when they rank above you in Google’s search results).

12. How fast are you delivering info to your customers? Increasingly, customers will demand that web pages load in less than a second.

 

Are audiences the new keywords? Remarketing in 2015 and Beyond by Chris Howard, Head of Digital, Shop Direct

13. Keywords are still the basis of successful search advertising. Remarketing is an additional bonus.

14. Audience retargeting has revitalised display advertising. It is now much easier to achieve a good return on investment.

15. Google remarketing allows you to advertise to highly specific segments of your site’s visitors. Using remarketing you can tailor bids and ads to specific audiences.

16. Audiences you might target include – homepage visitors, basket abandoners or female purchasers aged 15-30 that had purchased within the last 30 days.

17. ShopDirect grew revenues from search marketing to £66m a year on search marketing in 2014. Remarketing accounts for £700K.

18. Twitter makes under $4 per user per year, Facebook makes $7 per user, while Google makes $45 per user per year.

19. Retailers are getting great results from Google Shopping campaigns. Revenues from Google Shopping for Very.co.uk have grown from £25m to £40m over the past 12 months.

20. Google Shopping provides 6% of sales for retailers according to ShopDirect.

 

Redefining What Content Marketing Means In 2015 by Grace Francis, Head of Content Lastminute.com

21. Creating engaging content will attract users to your website even if they’ve not yet entered the purchase cycle

22. Content can positively change the perceptions of your brand. Ultimately it can make users more likely to spend.

23. Don’t be scared of linking to other products and other websites.

24. Mention your sources. Don’t be afraid to say where your content comes from, if it’s not primary information.

25. Engage as much as you can with small bite-sized content and go beyond blogs.

 

Redefining What Content Marketing Means In 2015 Part 2 by Carmel Hayes, Head of content marketing EU eBay

26. For business and content to be successful they need a perfect marriage.

27. It’s important to create a content strategy that gets customers attention and engagement.

28. Integrated planning is essential.

29. Instagram is going to be big channel moving forward

30. Great things happen when you publish great content.

31. Have conversations. Don’t just broadcast.

32. Good content has to be relevant, engaging and well-optimised

33. Every content writer should know SEO inside out.

 

PPC Best Practices by Anu Adegbola, Paid Search Manager, Premier Farnell

34. Make sure you know the profit margin of each of your products and set your AdWords bids accordingly.

35. Check your ad scheduling, so that you’re advertising when your customers are likely to buy.

36. Test and optimise your ads. Continuously.

 

PPC Best Practices, Part 2 by Gemma Howley, Groups Paid Search Manager, Manning Gottlieb

37. Use Google Scripts to automate your AdWords campaigns (e.g. to send yourself a report).

38. Google has pre-written scripts you can use.

39. Starbucks uses scripts to amend its AdWords campaigns in response to changes in the weather. Below 15 degrees, the ad promotes hot coffee, above 22 degrees, the ad promotes a refreshing drink.

40. Wilko activates a barbecue campaign in response to changes in the weather.

41. Use a URL checker to verify your campaign’s sitelinks every day.

 

Mobile SEO – How To Approach Your Mobile Strategy To Get It Right by Shelley Appiah, SEO Manager, HomeServe Alliance

42. An online presence is important for your local business. 27% of mobile sites are misconfigured, losing 68% of smartphone traffic, according to BrightEdge.

43. Build a complete and accurate listing presence (in Google Places and on other relevant local sites).

44. Engage with local online influencers to generate link building opportunities, brand awareness and referral traffic.

45. Use localised content.

46. Not having a mobile responsive website is a quick route to failure; you’ll gain fewer leads without mobile.

47. Make sure your URLs are crawlable for each branch location.

48. Don’t ignore local data aggregators.

49. Don’t only use social media as a promotional tool, engage with your followers, join conversations.

50. Verify your Google+ account so it shows as a claimed account.

51. Check that your site doesn’t have blocked JavaScript CSS and image files.

52. Check that your site doesn’t have unplayable content or faulty redirects.

53. Your site should load within one second.

54. Avoid mobile-only 404 (broken page) errors, make sure all users can see all content on all devices.

55. Post the right content on social media and you can get traffic, shares and links.

56. When you distribute your content via social channels you must link to a mobile responsive/dynamic website.

57. Identify the themes you’re targeting so that you’re integrating SEO and social activities.

58. Develop a content marketing approach to target relevant keywords.

59. Identify the behaviour of mobile users and which devices they’re using.

60. Identify popular landing pages and keywords. Are they different on mobile (when compared with desktop)?

61. Perform regular mobile SEO audits.

 

Mobile SEO – How To Approach Your Mobile Strategy To Get It Right by Adam Whittles, SEO Director, Maxus

62. Mobile search is extremely important for your business. Let’s repeat that: mobile is extremely important.

63. Google may start penalising sites that aren’t mobile friendly.

64. Just because Google strongly recommends using responsive design doesn’t automatically mean you should start using responsive for your design.

65. Audit your site to make sure it’s mobile friendly.

66. Page speed is an increasingly important ranking factor for mobile.

67. An app might give a better user experience than a mobile site.

 

Strengthening Your Audience In A Social World by Nick Burcher, Head of Social Media, Mediacom

69. We’re now competing against user-generated content.

70. Mobile is changing social media further. Brits spend 62 million hours a day on social media.

71. Content has evolved to include video. Your audience will love video content.

72. There’s no point of creating engaging content if no one can see it.

73. Branded content is meaningless, consumers don’t see the difference. You’re either creating good content or bad.

74. For brands to be publishers, it’s not about publishing one thing. It’s a constant cycle.

75. Real time should be taken as literally as you can manage.

76. Content is nothing without an audience.

 

Strengthening Your Audience In A Social World by Max Brockbank, Head of Digital

77. A ‘Send to a friend’ option is a great way to share content.

78. People enjoy sharing images, use images on your content to create sharable content.

79. Don’t repeat content on each platform, tailor it for the medium.

80. Answer your users’ questions, don’t leave them ignored.

81. Make people want to share your content rather than just sticking a ‘share this’ button on it.

82. Content is everywhere it shouldn’t be a one off thing.

83. Make your social media replies personal don’t just copy and paste your answers.

84. And remember: not all content is sharable.

 

Achieving Results with RTB and Programmatic Buying by Emily Palmer, Head of Programmatic, Thomson Reuters

85. Tools such as Criteo (Criteo.com) can help you remarket your products and services to your site’s visitors

86. If you’re buying ad inventory on a publisher’s site make sure there is transparency about the inventory and data you’re getting. Share your results with the publisher so you can work together to find the optimal setup.

87. Ask the publisher: which ad exchanges they use (for device type, geography and ad format); what data they have available; how are their audience segments built?

88. RTB (real-time bidding) spend is likely to treble over the next three years (2015-18) according to eMarketer

 

If you can’t code, you can’t do PPC by Daniel Gilbert, managing director, Brainlabs

89. Paid search has become more competitive, more complex and more costly. To be successful you’ll need to invest in expertise.

90. Third party tools for AdWords can be useful but they don’t know your business like you do.

91. The next generation of AdWords experts will need to know how to code so they know what problems AdWords can solve.

92. AdWords scripts allow you to bid at scale; reduce bids when stock runs low or increase bids when call centre personnel need more leads.

93. PPC Epiphany have created a script that allows you to track Quality Scores over time: http://www.ppc-epiphany.com/2013/01/26/adwords-quality-score-tracker-version-2-0-now-with-labels/

94. For more free AdWords scripts visit http://www.freeadwordsscripts.com/

 

SEO For The Skilled Mechanic by Asaad Dookhy, SEO and PPC Lead and Manager, Decathlon

95. Once you know the areas of your site that are affected by SEO problems, and the reasons, you can put together an SEO action plan.

96. If you lose organic traffic set up a PPC campaign to cover the loss of organic visibility while you recover.

 

SEO For The Skilled Mechanic, Part 2 by Simon Heseltine, Senior Director of Audience Development, AOL

97. Use the right tools for the job. For example, Screaming Frog to crawl your site, MajesticSEO for link audits, Mediahawk for software that tracks phone calls.

98. Present your findings to the right people. Use easily digested, bite-sized chunks of information.

Day 2 11th February 2015

The second day of the conference focused mainly on the importance of mobile and correct attribution across multi-channel and multi-device driven world.

 

Digital Marketing Trends To Watch Our For In 2015 by Abby Guthkelch , Head of Digital and Social, Ketchum

99 . Payments via mobile are rising though the impact is not clear just yet.

100. Coding is becoming a necessary skill for the new generation of digital marketing professionals

 

Driving Results With An Efficient Social And Content Strategy by Andy Beatman , SEO Director Havas Media

101. The consumer should influence your strategy not the algorithms because you SHOULD be providing the best user experience.

102. Social media is almost becoming an algorithm signal so it’s even more important to consider the consumer in your strategy

103. Journalists are looking for work so take advantage of them – there are many great writers who you can use to add value to your brand

104. Don’t build content overnight. You need to develop an editorial calendar first to achieve a great following and influence

105. SEO page updates can improve paid quality scores which will decrease paid keyword CPC’s

106. Where should you invest your next marketing dollar – I recommend organic because that’s where you’re going to get conversions

107. Paid keyword performance data can guide organic content strategy. If your top PPC keywords aren’t ranking organically you need to invest in SEO

108. PPC/Display data can inform optimisation of website conversion funnel

109. Expand your themes, not your keyword density, to improve performance of content

 

Q & A with Jamie Peach Director of SEO, House of Fraser by Jamie Peach , Director of SEO, House of Fraser

110. You need a cheap margin in the PPC click to maintain profitability, try to offset PPC with organic as much as possible to help you achieve that profitability.

111. When you work in a large company you need to employ technology smartly to automate some of the areas that can be.

 

Latest Trends In Ecommerce Tracking Part 1 by Amrit Gill , Head of eCommerce, National Express

112. Pen Portraits is a new digital marketing technique for defining an audience and useful for any form of communication

113. Surveys – ask the right audience the right questions. The sample size matters

114. Be a secret customer and experience your products/services first hand

 

Latest Trends In eCommerce Tracking Part 2 by Alex Shepherd , Oliver Lees, Space48

115. Personalised shopping experience reduces bounce rates and CPC

116. PPC ranking positions vs Conversion rates. Being in position 2-3 could be better than position 1 in the search results when you look at the campaign from an ROI level

117. Use a granular approach to apply Ad extensions (and any marketing channel really as the competition is heating up)

118. Get granular with your shopping campaign structure and bidding strategy

119. Create shopping campaign landing pages that provide a choice of relevant products

120. Analyse data to find your positional sweet spot and create tailored campaigns

121. Consider Google certified shops for increased consumer reach

 

Link Building, Google Updates And More Mostly White With Some Shades Of Gray by Jim Boykin , CEO and Founder, Internet Marketing Ninjas

122. Analytics DOES NOT separate good bounces and bad bounces. Some bounces are good, e.g when someone goes onto your site and then clicks to go over to Facebook Brand Page.

123. If you rank for a ‘commercial’ phrase it’s more likely that you’re above Google’s radar. e.g. they’ll be keeping an eye on you

124. There is no such thing as ‘Article Syndication’ sites – they’re rubbish sites – all you’ll have to do is clean up your backlinks

125. PageRank is dead; get over it. Stop looking at it as a signal

126. Google Authorship is dead but Author Rank is not – Google has other ways to determine who it believes to be the author of a story if it wants. Google is likely to look for visible bylines that often appear on news stories

127. Links as a measurement are not going away. They’re still a big win in terms of quality for search results.

128. Create great digital assets that will bring you shares, likes, tweets and BRAND MENTIONS – this is the future of search quality.

129. Examples of great assets are great add on things for your site e.g. images, Q&A, real bloggers, videos, PDFs, free tools, learning materials guides, etc

130. The second most searched website is YouTube – this is a big clue about what type of content people like and what Google likes!

131. An anchor text backlink profile with more branded phrases looks more natural and will keep you out of penalty territory

132 . There is no tool on the market that can remove your bad back links. You have to analyse your backlinks manually.

 

How Brands Should Bring Together Mobile With Paid, Owned and Earned Strategies by Adrian Cutler , Head of Digital, Globalclick/Roxy Palace

133. Global smartphone sales surpass computer sales – even tablets outstripped desktop sales

134. People are searching more for wearable tech than faster computing this year (2015)

135. 46% of the UK use a smartphone to tell the time. Are we seeing the end of the watch?

136. Mobile is not a channel it’s a complete way of life.

137. How to achieve a mobile-first strategy – use click-to-call, location extensions, mobile ad text and app extension within the PPC world.

138. How to achieve a mobile first strategy in SEO? Make your site mobile friendly. You could build an mobile site or use mobile sitelinks

139. How to achieve a mobile first strategy for social? Google Plus links, Facebook ads and apps, promoted tweets, Facebook mobile feed.

140. How to achieve a mobile-first strategy in video – YouTube spotlight annotation, YouTube app overlay – these techniques make your content sticky.

141. Does mobile have real value for you? Use the Google Tool FVM which will generate your ROI with mobile

 

Mobile is not a thing, it’s the thing by Ant Robinson, Former Head of Search and Social, Auto Trader

142. 70% of remarketing clicks are lost because they go to a slow landing page on mobile. This will be losing you customers.

143. In terms of page load speed, anything longer than a second will lose 40% of conversions

144. If you don’t know what your site’s load speed is on 3G then you’re not putting the mobile experience first.

145. Targeting visitors who landed on your site using a mobile, with branded sponsored content on social media is a great way to bring together paid, earned and owned media for the mobile user experience. LandRover has nailed this with their Winter BBQ and #hibernot campaign which targeted Twitter users with remarketing ads if they had visited the campaign content onsite.

 

Next Generation Site Architecture – Increasing your Site “Findability” by Tomas Vaitulevicius , SEO and Analytics Manager, RightMove.co.uk

146. Technical SEO is a multiplier in digital marketing formula

 

The Evolution of Digital Marketing by Ian Carrington , NACE Google

147. Mobile voice searches have more than doubled in the past year – search is becoming more conversational

148. Before you start measuring set the right target outcomes to maximise performance

149. Advertisers who measure conversions across devices see an average 7-9% more conversions

150. 65% of conversions start on mobile and end elsewhere. That’s why last click attribution is wrong.

151. Although desktop conversions rates are going up this doesn’t necessarily mean that desktop optimisation is working.

152. Time decay, linear and position-based attribution models, are better attribution models as first click and last click  because you get a better idea of all the different touch points in a conversion path.

153. Get mobile more quickly…and then the next screen

154. Measure, attribute, maximise and automate. The customer is not always right…but the data is

 

 

Justin Deaville

Justin is Managing Director at Receptional.com and was previously chief executive officer (CEO) at Wordtracker.com.
With 20 years marketing experience, Justin has worked with a variety of the UK’s leading brands. These include the Ramblers, the UK Foreign Office, Paddy Power, Ladbrokes, the National Farmers Union, Ernst & Young, and many others.

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