3. @SMX
SEO Ranking Factors In 2018: What's Important, What's Not
#SMXInsights
@Chanelle_Harbin
▪ Create content around data and
research valuable to your audience
▪ Add value to the webmaster and their readers
Tactics:
▪ Link reclamation – reach out to those who
already wrote about your brand
▪ Broken backlinks – use a backlink analysis tool, export links
and filter out by status to discover broken backlinks
▪ Reach out to sites that have similar content that ranks highly
#SMXInsights
#11A
4. @SMX
SEO Ranking Factors In 2018: What's Important, What's Not
#SMXInsights
@Chanelle_Harbin
Evaluate your site’s page performance:
• Chrome User Experience Report
• PageSpeed Insights
• Pingdom
• LightHouse
• GTMetrix
– Get the right stakeholders involved and
buy developers beer
– Ensure your optimized for mobile
#11A
5. @SMX
SEO Ranking Factors In 2018: What's Important, What's Not
#SMXInsights
@Chanelle_Harbin
AMP Validation:
• Check Google Search Console for errors
• Have content team download the
Google Chrome AMP Validator extension
https://chrome.google.com/webstore/detail/amp-
validator/nmoffdblmcmgeicmolmhobpoocbbmknc?hl=en
– Involve analytics teams throughout the process
– Ensure your AMP pages support any monetization
– Read the AMP roadmap - check for new AMP
functionalities
– Include top navigation on AMP page
#SMXInsights
#11A
6. @SMX
SEO Ranking Factors In 2018: What's Important, What's Not
#SMXInsights
@Chanelle_Harbin
Keyword Research:
– Identify question search queries (what, when, where,
why and how) related to your industry
– Browse Google’s “People also ask” section
to gain insight into questions related to a give topic
– Identify queries that you already rank high for
to optimize for featured snippets
Answer the user:
– Provide steps for the user to follow
– Provide a direct answer to the question
– Monitor questions asked on social
#11A
7. @SMX
SEO Ranking Factors In 2018: What's Important, What's Not
#SMXInsights
@Chanelle_Harbin
– Identify what structured data
works for your site
– Structured data markup helper:
https://www.google.com/webmasters/markup-helper/u/0/
– Test your structured data:
https://search.google.com/structured-data/testing-tool
– Diagnose and fix errors using Google
Search Console Structured Data Report
#11A
8. @SMX
SEO Ranking Factors In 2018: What's Important, What's Not
#SMXInsights
@OlgaAndrienko
Backlinks still matter for SEO
Page speed is important
Make sure your content is the best
in your niche
PR efforts will enhance your SEO
#11A
9. @SMX
SEO Ranking Factors In 2018: What's Important, What's Not!
#SMXInsights
@MarcusTober
▪ Traditional Ranking Factors:
– DO reveal general information about
online trends
– DO NOT serve as a useful guide for
optimizing any particular web page
#11A
10. @SMX
SEO Ranking Factors In 2018: What's Important, What's Not
#SMXInsights
@MarcusTober
▪ Niche Ranking Factors:
– DO provide highly-specific
information that can be used for
concrete optimization measures
– DO NOT bring us world peace
#11A
11. @SMX
SEO Ranking Factors In 2018: What's Important, What's Not
#SMXInsights
@MarcusTober
▪ To be successful online:
– DO NOT rely on generic data and
one-size-fits-all conclusions
– DO understand the precise intent of
your users and create highly
specific, data-driven content to
meet their needs
#11A
13. @SMX
Thinking Outside the SEM Box!
#SMXInsights
@fangdigital
▪ Reducing churn & increasing customer
value are part of your job as a marketer,
too
▪ Email open rates stink – nobody should
be happy with rates below 70-80%!
#11B
14. @SMX
Thinking Outside the SEM Box
#SMXInsights
@fangdigital
▪ Think outside of the “retargeting box”
– Use Custom Lists/Audiences &
Remarketing for more than cart
chasing.
– Use data-driven talking points for
customer onboarding & retention.
– Automating this process is already
possible, with more on the way!
#11B
15. @SMX
Thinking Outside the SEM Box
#SMXInsights
@sskyllingstad
▪ Learn not just when, but how your seasonality
occurs
– Allows you to maximize revenue/reduce
spend strategically
▪ Utilize bottom funnel keywords as a
measuring stick for spend
– Brand keywords
– Keywords specific to product
– Exact/phrase match keywords
#11B
16. @SMX
Thinking Outside the SEM Box
#SMXInsights
▪ Plan for flexibility in your budgets!
– Have a budget plan that allows for
extra spend during surges
– Don’t force things when traffic is
light
@sskyllingstad#11B
18. @SMX
Man + Machine: The Exploding Brave New Universe For Today's Online Marketers
#SMXInsights
@KarenGAmundson
BE A DECISION-AGENT
~ Listen and understand business goals
1. Identify critical
business questions
2. Conduct analysis using existing tools,
data, and skills
3. Gut-check and test before you invest
#11C
20. @SMX
Keyword Research & Copywriting for Search Success
#SMXInsights
@chrischurchill
▪ Use keyword phrases, synonyms and
related terms on the page, in schema
code and in all digital assets
▪ Write to enhance the user experience.
Compose quality content that satisfies user
intent and answers questions
▪ Develop an editorial calendar and use it to
maximize content’s potential
#11D
22. @SMX
SEO For Google's Mobile-First Index & Mobile-Friendly World
#SMXInsights
@Suzzicks
▪ Mobile-First Indexing is About Entity
Understanding
– Entities are Language-Agnostic
– Entities Fit into One or More Micro-Moments
• Know/Go/Do/Buy
– Devices will All Access the Same Index with
Different, Contextual Algorithms
#12A
23. @SMX
SEO For Google's Mobile-First Index & Mobile-Friendly World
#SMXInsights
@Suzzicks
▪ Progressive Web Apps (PWAs) Are Awesome
– Work like apps, with icons & offline
functionality
– Easier for Google to Crawl – if Built
Correctly with a Good ServiceWorker
• Everything you want Indexed must be
catchable in the ServiceWorker.
#12A
24. @SMX
SEO For Google's Mobile-First Index & Mobile-Friendly World
#SMXInsights
@Suzzicks
▪ Google Actions
– Visual or ‘Eyes Free’
– Multiple Choice Questions to
Execute a Task in the Cloud
– No Website or App Required
– Can Work with App or Web Execution
Systems
#12A
26. @SMX
How Cisco Harnesses The Power Of SEO For Digital Transformation
#SMXInsights
@kenshults @cisco
What We Have Learned
• Data without Insight is just … data
• Insights NOT your org chart should drive content strategy
• The World’s Largest Focus Group (search) is here to help us
• Customers aren’t simply static personas or segments;
intent and their moment in their journey are critical
• Context is the forgotten “C”
• Drop the SEO title; don’t let the title limit your value
#12C1
27. @SMX
How Cisco Harnesses The Power Of SEO For Digital Transformation
#SMXInsights
@kenshults @cisco
Key Take Aways
• Go beyond static Personas by using insights from
Search that reveal behavior and intent that allow us to
better Know Our Customer
• Develop a Context Matrix to structure the keyword
landscape to organize insights aligned to target
Personas
• Turn these Insights into Action that drives what
content to create and when to create it to drive more
and better engagements with the target Personas
#12C1
28. @SMX
How Cisco Harnesses The Power Of SEO For Digital Transformation
#SMXInsights
@kenshults @cisco
For SEOs
• Redefine the SEO box
• Think user first. SEO will follow
• Insights are the key to extending the value of SEO
• Use the language of your customer and don’t
forget internal customers
#12C1
29. @SMX
How Cisco Harnesses The Power Of SEO For Digital Transformation
#SMXInsights
@kenshults @cisco
For Digital Marketers
• SEO is much more than your biggest channel
• Ask more of your SEO teams
• Search Insights = Audience Insights
#12C1
31. @SMX
Spotting New Trends First: Competitive Intelligence Lessons From Investing.com
#SMXInsights
@igalst
▪ Once you decided to cover a trend, respond
fast. Sometimes it means you’ll have to push
other project to the sidelines
▪ Consider building a separate app for your
next key trend
#12C2
32. @SMX
Spotting New Trends First: Competitive Intelligence Lessons From Investing.com
#SMXInsights
@igalst
▪ Even if you are not the first to cover a topic:
– You can still be relevant by offering
unique value
– There’s probably an opportunity to be first
in specific countries
#12C2
33. @SMX
Spotting New Trends First: Competitive Intelligence Lessons From Investing.com
#SMXInsights
@igalst
▪ With new trends, journalists and influencers
often won’t know everything at first.
Help them, educate them. The efforts
can be VERY worthwhile
▪ Local data for local journalists. You might
already have it without even knowing
#12C2
34. @SMX
Spotting New Trends First: Competitive Intelligence Lessons From Investing.com
#SMXInsights
@igalst
▪ Breaking stories can be great for content
amplification, even if they aren’t great
▪ Be neutral - publish content for and against
to attract both audiences
▪ Consider opening a separate Facebook page
for your next key trend
#12C2
35. @SMX
Spotting New Trends First: Competitive Intelligence Lessons From Investing.com
#SMXInsights
@igalst
▪ Sometimes user interest simply beats SEO best
practices
▪ New trends aren't guaranteed to stay there
forever
#12C2
36. @SMX
Spotting New Trends First: Competitive Intelligence Lessons From Investing.com
#SMXInsights
@igalst
▪ If the trend is big enough, it may be worth
latching on to it, even if it's temporary
#12C2
37. @SMX
Spotting New Trends First: Competitive Intelligence Lessons From Investing.com
#SMXInsights
@igalst
▪ By looking at your competitors, you won't be
the first to spot a trend, but you can still see
it early enough to join in
▪ Watch your competitor's traffic regularly
▪ Traffic changes to competitor keywords/pages
can tell the story of their current focus
#12C2
38. @SMX
Spotting New Trends First: Competitive Intelligence Lessons From Investing.com
#SMXInsights
@igalst
▪ The next big trend could be inside your internal
site search data or even your Search
Console branded queries report
▪ Your customers might be asking for a new
product when it just starts trending
▪ A company wide Slack channel could be a
good idea, including for spotting new trends
#12C2
39. @SMX
Spotting New Trends First: Competitive Intelligence Lessons From Investing.com
#SMXInsights
@igalst
▪ You can tailor your own Google News sections
▪ A new trend, relevant to you, was
probably already mentioned on Reddit
▪ By checking HARO's emails daily, you can spot
new trends, before they become mainstream
#12C2
42. @SMX
Link Building Fundamentals
#SMXInsights
• It is less about what you do and more
about where
• Links help get you ranked but clicks show
you deserve to be there.
• Have something worth linking to and the
links will come.
• Let the search engine tell you what
works.
@debramastaler#12D
43. @SMX
Link Building Fundamentals
#SMXInsights
@debramastaler
• Keep the key components of link popularity
in mind when building links.
• Don’t scrimp on a copywriter.
• Invest in SEO/link tools after using free trials.
• Create evergreen content that has been
personalized for your target audience.
• Add email capture to everything,
• Lessen dependency on Google, look into
search verticals like Trip Advisor and Yelp.
#12D
45. @SMX
Going All-In On AMP
#SMXInsights
@BenuAggarwal
Stay on top of AMP development – It is
becoming mainstream - PWA and AMP
together can be amazing combination
Test and Validate – Leverage tools to
test before, while and after
Analytics and Impact – Sessions,
Ranking, Impressions, Engagement,
Transactions
#13A
46. @SMX
Going All-In On AMP
#SMXInsights
@EricEnge
▪ AMP is no longer just for media sites
▪ It works well for e-commerce and lead
gen sites too
▪ Sites see conversion rate gains as high
as 77%
▪ AMP sites can be made to look identical
to mobile responsive sites
#13A
47. @SMX
Going All-In On AMP
#SMXInsights
@fighto
▪ Despite lacking 3rd party JavaScipt,
with all the extended components,
especially ones like amp-bind, you
should be able to mimic your standard
mobile UX
#13A
49. @SMX
Beyond Text: Mastering Other Ad Formats
#SMXInsights
▪ URL targets for DSA are great when your
site has a clean structure
▪ Use DSA feeds when URL structure is
messy
▪ Easily export URLs and labels from Editor
to help create DSA feeds
▪ Use business data feeds to customize
DSA ads even further
@MilwaukeePPC#13B
50. @SMX
Share Beyond Text: Mastering Other Ad Formats
#SMXInsights
@Adwerx
▪ Why am I seeing this? Address Tribe
▪ What is it? Say what you do
▪ Why now? Create Urgency
Three Key Questions for Every Display Ad
#13B
52. @SMX
Using Search Ads & Social To Deliver The Ultimate Knockout Punch
#SMXInsights
@WilcoxAJ
1. Exclude competitors from seeing your ads
w/ negative Company Name targeting
2. Use gated content as your offer for
LinkedIn Ads (whitepaper, webinar, guide,
etc.)
3. Retarget your LI traffic with FB/AdWords for
cheap, effective retargeting
4. Always bid CPC until >3X the average CTR
#13C
53. @SMX
Using Search Ads & Social To Deliver The Ultimate Knockout Punch!
#SMXInsights
@QCait
▪ Launch every campaign with a testing plan.
From there: Fail fast + fail forward.
▪ Build in room to experiment. Chart your
course with data, but let your heart lead the
way.
▪ Hire the right people, set their expectations &
set them up for success.
▪ Make integration a priority. Say it out loud as
often as you can.
#13C
54. @SMX
Using Search Ads & Social To Deliver The Ultimate Knockout Punch
#SMXInsights
@AFriedt
Integrated campaign strategies should include
customer journey maps and niche buyer personas
Collaborate and align your sales and
marketing teams before beginning campaign
strategies
Increase conversion rates by utilizing personalization
and drilling down on your most qualified audiences
using Facebook and Google
#13C
56. @SMX
AMP: Do Or Die?
#SMXInsights
@DaveMcAnally
To Be an AMP Evangelist
▶Don’t Boil the Ocean – Baby Steps are a Battering
Ram
▶Understand what challenges AMP can solve for key
stakeholders on their terms
▶Ensure next steps are actionable and aligned with
business priorities
#14A
57. @SMX
AMP: Do Or Die?
#SMXInsights
Pete Dainty
▪ The faster the site speed, the better the
conversion
▪ It takes a lot of effort to set up AMP for
analytics
▪ Overall the effort is worth it
▪ Use AMP to move from average, to fastest load
times
▪ Site speed gains from Google by 68%
▪ AMP is essentially a free CDN
#14A
58. @SMX
AMP: Do Or Die?
#SMXInsights
There is ~1 second avg. difference
from the prerendering vs direct load of
AMP pages. That’s speed you can’t
make up and the perceived load time
is even greater.
@PatrickStox
If you’re going to implement AMP on an
enterprise site, hire more developers.
#XX
60. @SMX
Share these #SMXInsights on your social channels!
#SMXInsights
@jared_stier
▪ Hack significance by analyzing:
– Micro-Conversions
– Pattern Recognition
▪ The remaining funnel after your micro-
conversion must be predictable and
consistent with your primary conversion
metric
▪ If you break out a test into its smallest components,
the remaining differences in performance is just variance!
#22D
61. @SMX
Share these #SMXInsights on your social channels!
#SMXInsights
@caitlin_halpert
▪ You can’t afford NOT to use Google’s
“Optimize” ad rotation setting
▪ You can’t compare performance
metrics across ads when using
“Optimize”
▪ Ad Variations are your ONLY options
for getting close to a controlled A/B
ad test in Google
#22D
62. @SMX
Share these #SMXInsights on your social channels!
#SMXInsights
@PPCmath
▪ Hypotheses are not for you.
– Write a hypothesis for anyone who
reads them (within your company) and
can understand the change, without
further explanation.
▪ Failing is still learning
– If executed correctly, a failed test
showcases that the test was not meaningful
to the business.
#22D
64. @SMX
Local Search: Significant Changes On The Horizon
#SMXInsights
@danaditomaso
▪ Tips to track your knowledge panel
features
– When you’re at the location, check
your Google timeline
– Is it showing you at the correct
business?
– If not, you’re missing credit for real
store visits!
#14C
65. @SMX
Local Search: Significant Changes On The Horizon
#SMXInsights
@danaditomaso
▪ Tips to track your Google Posts
– Use UTM Tracking
utm_source=gmbpost
utm_medium=organic
– Check Posts impression data against
Google Search Console data
#14C
66. @SMX
Local Search: Significant Changes On The Horizon
#SMXInsights
@danaditomaso
▪ Tips to track schema uptake
– Use Google Search Console to find
instances of when you may have
come up as a result of schema
#14C
67. @SMX
Local Search: Significant Changes On The Horizon
#SMXInsights
@danaditomaso
▪ Tips for a strong brand presence
– Sponsor an event or a sports team
– Be the go-to media person in your
area for what you do
– Provide useful resources when
actual resources are lacking
#14C
68. @SMX
Local Search: Significant Changes On The Horizon
#SMXInsights
@danaditomaso
▪ Tips for improving email
– Always be building your lists
– Send regularly and often
– Make your emails short and
interesting
#14C
69. @SMX
Local Search: Significant Changes On The Horizon
#SMXInsights
@danaditomaso
▪ Tips for improving map signals
– Make a custom driving directions link
& track how often it’s used
https://kickpoint.ca/driving
– Can you encourage visitors to save
your location on Maps?
#14C
70. @SMX
Local Search: Significant Changes On The Horizon
#SMXInsights
@danaditomaso
▪ Tips for rank tracking
– What types of search features are
coming up in your competitive
landscape?
– What features do you need to start
using and which can you ignore?
#14C
71. @SMX
Local Search: Significant Changes On The Horizon
#SMXInsights
@danaditomaso
▪ Tips for reporting
– Some of this data collection is manual
– Use Google Sheets, then pull together
a report using Google Data Studio
#14C
72. @SMX
Local Search: Significant Changes On The Horizon
#SMXInsights
@davidmihm
▪ Local search at Google
– Fewer webpage results
– Fewer organic results
– Fewer clickthroughs*
– MORE time on Google SERPs
*except to advertisers
#14C
73. @SMX
Local Search: Significant Changes On The Horizon
#SMXInsights
▪ High organic competition + fewer
winners = churn
▪ DIY ad format + Machine learning =
zero reseller margin
▪ Evolve your business or else!
@davidmihm#14C
74. @SMX
Local Search: Significant Changes On The Horizon
#SMXInsights
@PronouncedAhndy
▪ Google Maps Ads are growing
– Enable location extensions to take
advantage
– Be on the look out for keywordless
targeting and don’t be afraid – this
might be an upgrade!
#14C
75. @SMX
Local Search: Significant Changes On The Horizon
#SMXInsights
@PronouncedAhndy
▪ Local Inventory Ads are growing
– Work on getting local feeds up and
running
– Consider the pros and cons of splitting
LIAs and PLAs into separate campaigns
vs consolidating
– Be smart about potential LIA
optimizations around clearance sales,
holidays, and inventory concerns
#14C
77. @SMX
B2B SEM: Meeting Specific Challenges With Really Smart Tactics
#SMXInsights
@Drigotti
B2B SEM is about growing the
company.
The best metric for that outcome is
revenue and ROI.
#21B
78. @SMX
B2B SEM: Meeting Specific Challenges With Really Smart Tactics
#SMXInsights
▪ Build awareness with a strong paid social
media mix
▪ Leverage LinkedIn to cookie highly relevant
audiences, then use cheaper channels to
nurture
▪ Deliver content that corresponds to the
specific audience segment and intent
▪ Tie campaign optimizations to back-end
CRM data
@3QDigital#21B
79. @SMX
B2B SEM: Meeting Specific Challenges With Really Smart Tactics
#SMXInsights
▪ Build robust negative keyword lists
BEFORE launching campaigns
– Don’t wait for junk to show up in your
search query reports
@Robert_brady
▪ Plan ahead so you have your next 2-3 ad
tests ready & approved
– Approval takes time; design takes time;
resources are hard to get
#21B
80. @SMX
B2B SEM: Meeting Specific Challenges With Really Smart Tactics
#SMXInsights
▪ If you target the right people, they’re still the
right people on Facebook, Instagram, Twitter,
Snapchat, Pinterest, Reddit, etc.
@Robert_brady
▪ Be humble & realize that potential
customers may not think of the
problem/solution with the same
vernacular you do
– If the volume really doesn’t exist, maybe
your business plan is the problem
#21B
83. @SMX
Enterprise SEOs, Unite!
#SMXInsights
@KeithGoode
▪ A long history, a great product, and
good PR can take you a long way in
the SERPs, but we shouldn’t be
satisfied with that alone.
▪ The Ideal State Enterprise SEO requires
Organizational Awareness and
Unified Effort from everyone, not just
SEOs.
#22A
84. @SMX
Enterprise SEOs, Unite!
#SMXInsights
@KeithGoode
▪ True Organizational Change is a Top-
Down Mandate edified and bolstered
with data.
▪ Scaling is not an exercise in copying
and pasting templates, but it requires
a constant eye on the user’s wants
and needs.
#22A
85. @SMX
Enterprise SEOs, Unite!
#SMXInsights
@5le
▪ Challenge everything you read
– Don’t assume it is true even if Google
says it is
▪ Melt into the background on SEO and let
others take the win
– Winning opens up the door to more winning
▪ Architects build buildings
– Be the architect not the bricklayer
#22A
87. @SMX
Unleashing The Power Of Online Video Ads
#SMXInsights
@JonKagan
Anyone, on any budget can run YouTube
and have it work for them, do not be scared
There’s a fine line between doing it, and
doing it intelligently: Targeting is the key.
If your other media isn’t benefitting from the
effort, then you’re missing something, and
you need to regroup on your strategy
#22B
88. @SMX
Unleashing The Power Of Online Video Ads
#SMXInsights
@NobleDigitalOne
Your video may be the first
and ONLY thing a potential
customer sees about your
brand.
Make it Count!
#22B
90. @SMX
Must-Have Reports For Search Advertisers
#SMXInsights
@JDprater
▪ Know your audience
▪ Choose the metrics they care about
(revenue, pipeline, leads)
▪ Structure and communicate your PPC
report using Minto or Inverted Pyramid
#22C
91. @SMX
Must-Have Reports For Search Advertisers
#SMXInsights
@corydmorris
The future ain’t what it used to be
–Yogi Berra
Use a projection report to take steps
to know what the future holds.
#22C
92. @SMX
Must-Have Reports For Search Advertisers
#SMXInsights
@corydmorris
Always keep your AdWords
benchmarks handy.
P.S. Wordstream is a great source:
http://bit.ly/ws-benchmarks
#22C
93. @SMX
Must-Have Reports For Search Advertisers
#SMXInsights
@corydmorris
Remember that the Projection Report
is a projection and not a promise.
#22C
95. @SMX
JavaScript & PWAs: What SEOs Need to Know
#SMXInsights
@VadimSupitskiy
#Speed
#ServerSideRendering
#AMPtoPWA
#23A
96. @SMX
JavaScript & PWAs: What SEOs Need to Know
#SMXInsights
@maxxeight
▪ SEO Best Practices For JavaScript Sites
– Crawling: use clean URLs and proper <a href> elements
– Rendering: avoid blocking resources and loading
content upon user interaction
– Indexing: make sure meta data in <head> is not
duplicated across pages
#23A
97. @SMX
JavaScript & PWAs: What SEOs Need to Know
#SMXInsights
@maxxeight
▪ The Rich Results Testing Tool is the only Google-
provided tool showing the rendered code (DOM)
#23A
99. @SMX
How To Develop Multichannel Attribution Models That Move The Needle
#SMXInsights
@SPoulton
▪ Attribution Modeling is about looking forward to
determine how to grow, not about looking back.
▪ Standard Position & Rules-Based Attribution
Models: Still very useful, but inherently contain bias
& limit actionable insights.
▪ Data-Driven Attribution: Uses Shapely Values &
Counterfactual Gains to constantly adjust based
on new information available.
▪ Facebook Attribution is coming!
#23C
100. @SMX
How To Develop Multichannel Attribution Models That Move The Needle
#SMXInsights
@AdamProehl
▪ Too many marketers seek attribution as a CYA to
justify
their budgets or even their very existence.
▪ Success metrics will be very different
depending on the medium. Finance &
management often struggle with that fact.
▪ Customer behavior doesn’t fit comfortably
into a single line item on an ROI spreadsheet.
#23C
101. @SMX
How To Develop Multichannel Attribution Models That Move The Needle
#SMXInsights
@HeatherCooan
Use CRM campaign tracking to get
more from your paid channels!
▪ Measure middle of funnel activities!
▪ Identify content + channel
combinations that move the revenue
needle!
#23C
102. @SMX
How To Develop Multichannel Attribution Models That Move The Needle
#SMXInsights
@HeatherCooan
Align Sales & Marketing by customizing
lead source for more granular & holistic
measurement!
▪ Audit
▪ Customize
▪ Expand
#23C
103. @SMX
How To Develop Multichannel Attribution Models That Move The Needle
#SMXInsights
@HeatherCooan
Take the time to deliberately design
your campaign hierarchy.
▪ Think through measurement
▪ Ask questions of the data
▪ Utilize your marketing operations &
systems experts
#23C
105. @SMX
Successful SEO Using Markup & Structured Data
#SMXInsights
@AlexisKSanders
▪ Google offers structured data
documentation for +26 item types
that enhance the SERP!
▪ For a majority of eCommerce sites
with product rich results, rich results
will outperform regular listing.
#24A1
106. @SMX
Successful SEO Using Markup & Structured Data
#SMXInsights
@AlexisKSanders
+25K eCommerce URLs
populating with featured snippets:
• Microdata: 76%
• JSON-LD: 25%
• OGP: 68%
• Twitter Summary Cards: 27%
#24A1
107. @SMX
Successful SEO Using Markup & Structured Data
#SMXInsights
@AlexisKSanders
Top Occurring Microdata for eCom with Snippet:
#24A1
108. @SMX
Successful SEO Using Markup & Structured Data
#SMXInsights
@AlexisKSanders
Top Occurring JSON-LD for eCom with Snippets:
#24A1
110. @SMX
All Google Manual Penalties Explained
#SMXInsights
@kas_tweets
▪ Shorter reconsideration rationale is better
▪ Any penalty can be fixed
▪ Algorithms are not penalties
#24A2
112. @SMX
How To Maximize & Measure Performance On The Google Display Network
#SMXInsights
@michellemsem
▪ Understand how each targeting type
works & match CTAs accordingly.
▪ Combine contextual & audience
targets for highly focused campaigns.
▪ Structure campaigns with future
optimizations and insights in mind.
▪ Smart Display can be a great tool, but
isn’t for everyone.
#24B
113. @SMX
How To Maximize & Measure Performance On The Google Display Network
#SMXInsights
@MilwaukeePPC
▪ Display Planner is nice, but Google Analytics shows
you what’s already working.
▪ Use referrals to find high-converting placements.
▪ Use in-market and affinity reports to get a head
start on broadening reach.
▪ Use search term reports to know what’s important
to your current visitors.
▪ Create audiences from Display campaigns. Attach
them to every search campaign to see the impact
on search.
#24B
115. @SMX
Solving SEO Issues In A World Of Constant Change #31A
#SMXInsights
@GlennGabe
▪ User happiness wins.
▪ Focus on “quality indexation”.
▪ Nuke aggressive, disruptive, or
deceptive advertising.
▪ Rid your site of technical SEO problems.
#31A
116. @SMX
Solving SEO Issues In A World Of Constant Change #31A
#SMXInsights
@GlennGabe
▪ Mobile page speed will become a ranking
factor in July 2018.
▪ It will be a lightweight factor, just like
desktop.
▪ At some point, your mobile pages and
content will be used for ranking purposes
(with Google’s mobile-first index).
#31A
117. @SMX
Solving SEO Issues In A World Of Constant Change #31A
#SMXInsights
@GlennGabe
▪ Migrate to https.
▪ View the ad experience report TODAY.
▪ Understand Above The Fold (ATF).
▪ Chrome is now taking action.
#31A
118. @SMX
Solving SEO Issues In A World Of Constant Change #31A
#SMXInsights
@Marie_Haynes
1) February 1, 2017 was a Penguin update.
Google got better at figuring out which links to
ignore.
2) Hit by “Fred” March 7/8, 2017?
Google closed SEO tricks and loopholes such
as “SEO Content”
on the bottom of product pages.
3) February 7, 2017 had a LOT to do with E-A-T.
Improve by getting the world talking about how
awesome your business is.
#31A
120. @SMX
Advanced Audience Targeting & Management Tactics
#SMXInsights
▪ Takeaways:
– Standard RLSAs can boost ROAS if used strategically
– Facebook offers a higher level of audience targeting via personal
data vs. AdWords
– Combining Facebook Audiences with RLSAs is proven to decrease
paid search CPA, and increase CTR and ROAS
– Tactics to test when you get back to the office:
1. Increase AdWords search visibility for Facebook audience members
2. Using lookalike audiences to uncover new prospects for TOFU search
campaigns
3. Using Gmail sponsored promos and FB Ads together to boost conversions
4. Target users via Job title and use Partner Data across Facebook & AdWords
@iambenwood#31B
121. @SMX
Advanced Audience Targeting & Management Tactics
#SMXInsights
▪ The purchase funnel is rarely linear. Marketers
should focus on reaching the right person at
the right time with the right message
@ChackaMarketing
▪ Constantly track audience interests and
behaviors and continue to refine your
strategy
▪ For best results leverage all audiences and
tools that channels offer without diluting the
size of your audience
#21B
123. @SMX
Your Mission: Increase Sales, Cut Costs, Maximize Profits
#SMXInsights
@DreamAgility
▪ Use the 20 minute rule
– Identify the tasks you do for 20 mins or more
each day
– If they’re repetitive see how it could be
automated or if a Bot could do it
– Weigh up the costs of continuing to do it
manually (salary, desk space, sick leave etc) vs
the cost of a bot and the time to implement
#31C
124. @SMX
Your Mission: Increase Sales, Cut Costs, Maximize Profits
#SMXInsights
@DreamAgility
▪ Practice building bots internally first
– Use the Microsoft Bot Framework, it’s free,
simple and lots of fun.
– Pick the FAQ or HR functions first.
– Train your bot to give the correct answers
– Build them for your clients FAQ pages, etc.
#31C
125. @SMX
Your Mission: Increase Sales, Cut Costs, Maximize Profits
#SMXInsights
@DreamAgility
▪ Connect the dots between the bots
– Look at RPA (Robotic Process Automation)
solutions appropriate for your budget.
– Map out the actions you take e.g. building
reports, or that are performed between
executing the bots.
– The RPA will copy your actions between
applications and build a macro to do it
automatically.
#31C
127. @SMX
Shopping Campaigns That Keep Paying Off
#SMXInsights
@PPCKirk
▪ DON’T stress about not having expensive
bidding tools for Shopping Ads.
▪ DO create your own bidding rules with
saved filters in the AdWords UI.
▪ DO organize your Shopping campaigns
around the marketing funnel & track
accordingly.
#XX
128. @SMX
Shopping Campaigns That Keep Paying Off
#SMXInsights
@Caitlin_halpert
▪You can segment brand from non-
brand in Google Shopping, but be
careful!
#XX
129. @SMX
Shopping Campaigns That Keep Paying Off
#SMXInsights
@Caitlin_halpert
▪Give Google as much info as possible!
▪Use 3+ levels in Product Type
Postcards
Office Supplies > Paper Products > Postcards
#XX
131. @SMX
Competitive Research For SEM
#SMXInsights
@ayat
▪ Clearly define your goal when
conducting a comp analysis.
▪ Never go in thinking you’re going to copy
competitors.
▪ The ideas collected should first be
evaluated prior to testing.
#33B
133. @SMX
Driving Sales On Social Media
#SMXInsights
@Nate_Elliott
▪ Proper measurement leads to success.
▪ Test and learn and optimize.
▪ Optimize for business, not engagement.
▪ Don’t invest where you can’t improve.
Free report: www.NineteenInsights.com.
#33C
134. @SMX
Driving Sales On Social Media
#SMXInsights
▪ DPA Benefits:
– Shared Feed Assets between
Google/Bing & Facebook
– Ability to Easily Upsell and Cross Sell
– Reach new audiences based on their
in-market signals
@JenKiaba#33C
135. @SMX
Driving Sales On Social Media
#SMXInsights
▪ Research how the category is
represented on Pinterest today
▪ Identify the “Eureka” moment
▪ Don’t let a limited organic presence hold
you back
▪ Re-purpose existing PLA feeds
▪ Monitor site traffic to see if Pinterest is
driving interest
@LaurendeVlaming#33C
137. @SMX
Winning More Customers With E-commerce Offer Testing
#SMXInsights
@Ayat
▪ CRO goes beyond changing the obvious
elements.
▪ It’s not about quick wins either.
▪ It’s about consistent testing and the
methodology behind the testing that leads
to INNOVATION.
#34C
138. @SMX
Winning More Customers With E-commerce Offer Testing
#SMXInsights
@bigAlittleA
▪Paid media favors stability.
–switching creative to push a short
term promotion? BETTER be good
▪Optimize to profit + ROI, not ROAS
#34C
139. @SMX
Winning More Customers With E-commerce Offer Testing
#SMXInsights
@bigAlittleA
▪People can be numb.
–The simpler the offer, the
better the result
–Make your promotions
feel special
#34C
140. @SMX
Winning More Customers With E-commerce Offer Testing
#SMXInsights
@bigAlittleA
▪ Understand what your best
customers buy first.
– Find where those purchases
come from and get aggressive!
#34C
141. @SMX
Winning More Customers With E-commerce Offer Testing
#SMXInsights
@bigAlittleA
▪ Identify which metrics really matter.
Don’t chase revenue alone.
▪ Be smarter than your audience.
▪ Find and exploit your best customers’
habits. Don’t chase the 80%
▪ Your best customer may not be who
you think they are!
#34C
142. @SMX
Winning More Customers With E-commerce Offer Testing
#SMXInsights
@ebKendo
▪ Define e-Commerce or have the conversation
▪ Organize and track offers cross-channel
▪ Bake in the cost of shipping where you can
▪ Google Retail Promotions = meh on attributable lift
▪ Bundle stuff
▪ Have some exclusives
#34C
143. @SMX
Winning More Customers With E-commerce Offer Testing
#SMXInsights
@ebKendo
3 quick ways to improve ROAS from Search:
Ensure proper campaign location settings.
Evaluate keywords for searcher intent.
Leverage geographic data.
#34C