Internet marketers know the importance of SEO, SEM and content marketing … but that’s not always the case with the C-Suite. Hillary Glaser stresses the importance of maintaining SEO. If your CEO/CMO is unconvinced of the power of ongoing Internet marketing, her insights on definitely must-shares. Erin Everhart shares the seven things she wishes execs understood. Tom Alison rounds out the session by sharing compelling statistics on the future of Internet marketing, and why PPC is necessary for branded terms.
Read more of Tough Love: What I Wish CMOs Knew About Search Marketing.
In this SMX East session, PPC pros share their top tips on testing ads. Discover what matters most when it comes to creating, testing & measuring paid search ads. The full liveblog covers specifics on what to test, how to brainstorm ad ideas, ways to measure the true impact of mobile, and advertising must-dos from speakers Carrie Albright, Brad Geddes and Jake Stewart.
Read more of Creating, Testing & Optimizing Paid Search Ads
Have you reviewed your website inventory and implemented structured data markup wherever applicable? If you haven’t, then maybe it should be next on your SEO to-do list. In this session, presenters go over some of the structured data types you might want to start using right now. Perhaps most important to your decision of whether or not you need to add markup now, speaker Mike Arnesen shares how to track the ROI of rich snippets. By connecting Google Analytics to your structured markup via Google Tag Manager, you’ll find holes and gaps in your rich snippets and also be able to set goals for them.
Read more in 25 Smart Examples of Structured Data You Can Use Now
When it comes to mobile, Google prefers responsive design. But there is no ranking boost or penalty for using this method when designing your mobile site. Cindy Krum, Michael Martin, Jim Yu and Gary Illyes talk about what happens when sites use dynamic serving, separate sites and responsive design — or some combination of all three.
Read more in What SEOs Should Be Doing with Mobile.
In the Learn with Google classroom, the first topic of the morning is: Attribution Strategies to Inform Your Search and Digital Investments.
Speakers Rachel Klooz and Justin Huskamp of Google DoubleClick show examples and new Google tools to explain: “Why is attribution essential? Because understanding the interplay of channels leads to smarter marketing investments.”
Read more of Attribution Strategies at #LearnWithGoogle at SMX
September 30, 2014
In a stream of consciousness presentation of images, SMX speaker Rhonda Hanson, Sr. Director of Digital Marketing, Global Marketing, formerly of Concur, thinks about using images to your advantage and points out a few dos, don’ts and trends. She specifically talks about images used in:
- Website Design
- Product Listing Ads
- Facebook Ads
- Stock Photos
Read more in The Importance of Imagery.
In this session at SMX East, speaker Erynn Petersen takes a high-level view of a future where we don’t go to a phone or computer to get online, but rather all the devices and appliances around us are online. How will marketers gather data and gain intelligence when our cars, watches and even the dust around us are Internet enabled?
Read more in Marketing in the Age of the Internet of Things
The sales funnel has exploded. However, the pieces of the funnel are still highly relevant. You need to be there in the consideration phase. You need to streamline the purchase process so it’s frictionless. You need to work to maintain retention and get fanatical loyalty.
Speaker Jeffrey K. Rohrs discusses three ways to leverage key moments in a sales funnel to make the path to purchase as frictionless as possible.
Read more in Making Moments Matter.
Search Engine Land Founding Editor Danny Sullivan fields questions from the Search Marketing Expo (SMX) East 2014 audience in the final session of the day. Find out what he had to say about authorship, markup, local SEO, how to teach SEO in college, and much more in this liveblog.
Read more in SMX Evening Forum with Danny Sullivan
Content may be king, but content marketing is a constant battle for information. Even if you make it to the top of the heap, someone’s gunning for your head. Most marketers fight this fact by creating more content, spending more money on content, and it’s asymptomatically impossible to break through.
Well, today we’re at the forefront of a movement to make technologists and marketers talk to each other. This session is called “The 4th Wave of Content Marketing: From Passive to Interactive” and it’s about the next thing in content. Don’t just publish more, make it interactive with marketing apps.
Read more in The 4th Wave in Content Marketing.