It’s time for a look at the landscape of content in 2017. Tom has worked with content businesses large and small, and will walk through the trends and technologies that shape content distribution today. Looking at different platforms, business models and influencers, there will be insights for anyone who publishes content to the web.
SearchLove Boston 2017 | Rhea Drysdale | Reputation Marketing Tactics to Driv...Distilled
Reputation is about more than displacing negative search results when your company or an executive makes a mistake. Reputation (when measured and strategically aligned with your vision and audience expectations) can drive exponential growth. Rhea will share tactics you can apply in your role today to help differentiate your site online, in search and in a competitive market. Reputation marketing enhances digital activities to produce a higher ROI and effectiveness for your hard work.
Success Beyond Links: How To Make Your Content More ValuableVicke Cheung
The line between advertising and marketing has become increasingly blurred, and branded content is everyone's business. Content for link building has long been a staple of search strategies, but how does it fit into the bigger picture of marketing in 2017? Vicke has been researching ways in which content can play a more direct role in adding value to a business beyond SEO gain. Putting linkbait aside, she will be offering insights into what it takes to make content that serves both a brand and those it wishes to convert.
How to Conversion Rate Optimize Like There's No TomorrowMichael Stricker
The document discusses conversion rate optimization (CRO) strategies framed as "The Four Riders of the Apocalypse: War, Famine, Plague & Death." Each rider represents an area of focus: winning the war involves targeting competitors' keywords; feeding the famine focuses on customer retention; pawning the plague reduces distractions on landing pages; and cheating death improves page speed. Specific tactics are provided under each rider, such as brandjacking keywords, remarketing to past customers, simplifying choices on pages, and optimizing for mobile speeds.
This document discusses how SEO has changed and tactics that used to work no longer do. It provides 6 key points:
1. SEO must be strategic rather than tactical. It involves understanding audiences, amplification opportunities, and marketing funnels.
2. Building a powerful brand may be more important than optimizing a site, as brands have invested in SEO and benefit from changes in Google's algorithm.
3. Choosing keywords is more complex and involves considering opportunity, features, and intent overlap rather than just volume and value.
4. Links should be earned like a publicist rather than manually built, as scalable strategies like great content are more effective than manipulative tactics.
5
SearchLove London 2016 | Lea Pica | How to Present to Get ResultsDistilled
Our VOC survey identified areas where visitors had unsuccessful experiences on our site. The dual-axis chart showed account information tasks resulted in no successful visits, but did not provide clear insights. A side-by-side bar chart showing task completion rates alongside response volumes provided better context. This revealed product specifications had the highest percentage of unsuccessful visits and most responses, making it the highest priority area for improvement. The presentation emphasized using visualization best practices like removing unnecessary elements to reduce cognitive load and clearly convey insights.
The State of SEO and Internet Marketing in 2012HubSpot
This document summarizes a webinar on the state of SEO and internet marketing in 2012 presented by Rand Fishkin and Dharmesh Shah. The webinar covered how SEO and inbound marketing fit together, data from an SEOmoz industry survey, emerging SEO tactics, and each presenter's top tips. Key findings included the growth of search and social media influence, exact match domains declining, brand signals becoming essential, and tips like solving for users, prioritizing speed and basics, and incentivizing content sharing.
Keynote presentation for the Peak Campus Conference in Atlanta, GA on 1/12/17. We talk about two current technology disruption business and what we must do to evolve. At the core, this presentation is filled with tips to building sustainable growth by focusing on the foundation of digital change and not the hype.
How much time and money do we collectively burn by fixing the same kinds of basic, "binary," well-defined things over and over again (e.g., meta tags, 404s, URLs, etc), when we could be teaching others throughout our organizations not to break them in the first place?
As long as we "own" technical SEO, there's no reason (for example) for the average developer to learn it or care — so they keep making the same mistakes. We proclaim that others are doing things wrong, but by doing so we only reinforce the line between our skills and theirs. We need to start giving away bits of the SEO discipline, and technical SEO is the easiest piece for us to stop owning.
It's time for more democratization, education, collaboration, and investment in open-source projects so we can fix things once, rather than a million times.
Life after launch: Make your website fast, discoverable, and secureSkyhook Interactive
Website maintenance isn't sexy but it's important. Think of it as the "blocking and tackling" of digital marketing. Here are the things you MUST do to begin, monthly tasks, and semi-annual plans to succeed.
SearchLove London 2016 | Marcus Tober | Why User-Focused Content is the Death...Distilled
With the evolution of machine-learning approaches, like RankBrain, coupled with the importance of content relevance, old-fashioned SEO tactics have died a sudden death – and traditional ranking factors are following suit. Today’s challenge for every digital marketer is to uncover specific user intent. In this session, you will learn how to meet the needs of your online audience by using data-driven technologies, and create the perfect content for every stage of the customer funnel.
Content Marketing vs. Link Building: Linklove Boston 2012Rand Fishkin
Content marketing is more effective than traditional link building tactics for long-term success. Creating helpful content in multiple formats across various channels builds trust and loyalty over time, while also naturally attracting links, versus short-term tactics focused only on links.
Consumer search behaviour is complex.
You perform multiple searches on multiple devices over multiple days; where everything you see and experience, in the SERPs and beyond, influences your brand preference and purchase decisions.
Traditional funnel analysis and marketing models do a poor job of measuring and managing this ecosystem.
We need to re-think the way we talk about, measure and manage SEO if we want bigger budgets, integrated strategies, and to win big - and we need to move fast; some of the world's biggest companies are already beating us to it.
SearchLove Boston 2016 | Britt Klontz | Incorporate 'Pr Thinking' Into Your C...Distilled
For the most successful digital initiatives, 90% of the work is completed before the campaign actually launches, but what should that work be? Britt will show a "behind the scenes" look at successful campaigns, to emphasize the value of incorporating "PR thinking" all the way from the conception of an idea to the execution. This session will focus on the value of media relations and how you can create PR-shaped content that is not only tailored to your brand's message, but also designed to catch the attention of journalists and their captive audiences.
SearchLove Boston 2016 | Rand Fishkin | The Measure of a Marketer's WorthDistilled
This document discusses the importance of measuring marketing work, not just outcomes. It argues that analytics should focus on setting work targets and metrics to monitor, then identifying which work improves metrics. Examples are given of potential marketing work like social sharing, link building, content creation and their metrics. Tools for tracking work are mentioned. Past experiments are cited that measured how certain work like tweets or content affected metrics like traffic. The conclusion advocates experimenting to identify the work that moves key metrics.
This document provides a framework and methodology for quickly reviewing websites. It outlines key areas to examine such as user experience, conversion/stickiness, content, SEO, social, and provides specific recommendations for the example site Springest.co.uk. Reviews should analyze why the site exists, who its audience is, what motivates them, and address client concerns about user experience, content quality, SEO optimization, and social strategies. Example reviews are given for additional sites BathandUnwind.com and specific ideas to improve their content, SEO, and social presence.
My Keynote for Content Marketing World 2016 - a new hero origin story for Content Marketing - a new approach to making Content Marketing a success in business.
The Worst Lessons Marketing Ever Taught ContentRand Fishkin
Marketing can be a good thing, but it can also mislead content creators and promoters. In this presentation, delivered at Content Marketing World, Rand covers the advice often given (or interpreted) by content creators as "how to market" that should probably be ignored (or, at least, taken in context).
The Future of Search: Dispersed Citation & The Idea GraphIan Lurie
Search and internet marketing are changing. Learn how you can capitalize by using some simple, current stuff like Google Authorship, and why you need to let go of old tricks.
This document provides guidance on creating high quality content at scale for marketing success. It emphasizes the importance of content strategy and understanding audiences. Various tools are recommended for content planning, research, creation and measurement to ensure content meets audience needs and drives business goals. Resources like surveys, public data sets, and freelance platforms can be leveraged to develop audience insights and create compelling content.
SearchLove Boston 2019 - Rand Fishkin - Building Influence in 2019Distilled
The document discusses major shifts impacting search, social media, content and advertising. It notes that search demand on Google has plateaued due to various factors like voice search cannibalizing queries and Google getting better at solving searches with one query. Alternatives like Facebook, Amazon and YouTube are also taking some market share. The document provides recommendations for marketers to focus on branded demand generation, control their brand with on-search engine optimization, leverage social media engagement streaks, and focus search engine optimization on longer tail keywords.
SearchLove San Diego 2017 | Will Critchlow | Knowing Ranking Factors Won't Be...Distilled
Under Sundar Pichai, Google is doubling down on machine learning and artificial intelligence, and they're not the only ones. The impact of the robot revolution will not be limited to the ranking of search results, and the impacts on the job market are the subject of endless speculation. Will has been researching the parts of our digital marketing jobs that computers can do better than we can. In this talk, he'll explore the boundaries of human and computer capabilities and show you how to combine the strengths of both.
SearchLove San Diego 2017 | Kirsty Hulse | Low(er) Risk Link Building Tactics...Distilled
Whilst links should still be something we try to earn in 2017, we should begin to think of them as an added bonus, rather than a primary objective. Kirsty will share tactics of how to secure links without huge time and resource investment, to minimize the risk and diversify the positive impact of link building in a content world.
SearchLove San Diego 2017 | Joel Klettke | Don't Buy Your Customer a Beer: Ho...Distilled
Want to convert better? Then you need to learn how to steal your best copy right out of your client's mouths. In this session, Joel will share a proven process for collecting and then translating customer feedback into copy that obliterates objections and moves prospects to act.
SearchLove San Diego 2017 | Michael King | Machine DoingDistilled
Machine learning is a concept that has is turning science fiction into real technology today. However, the applications of this technology seem daunting to marketers. In this talk, Mike King shares how marketers can take advantage of machine learning using ready made tools and tactics without knowing how to code.
SearchLove San Diego 2017 | Ross Simmonds | Content Chaos: Generating Tractio...Distilled
Ross will take a look at how taking risks on content and making investments can work out in a big way for brands and marketers. Whether it’s experimenting with content on Reddit, Slideshare, Quora or Instagram, Ross shares some of the best lessons he's learned over the years.
SearchLove San Diego 2017 | Rob Bucci | Snooping Into Google's Insights on Se...Distilled
Google is telling us what our customers are looking for; they've spent billions doing the research. All we have to do is pay attention. In this session, Rob will provide a guide for how you can take cues from Google, and create better strategies for gaining the attention of your customers at each stage of the purchase funnel.
SearchLove San Diego 2017 | Tom Capper | Does Google Still Need Links?Distilled
This document summarizes a presentation on whether links are still important ranking factors for Google search. It discusses both sides of the argument. On one hand, Google says links are still important, but correlation studies on the relationship between links and rankings have been inconclusive. The document also presents data showing branded search volume may explain rankings more than domain authority from links. It concludes that while links may still help sites reach the top competitive tier, other factors like content, user experience, and brand awareness are increasingly important for determining search rankings. The key things SEOs should focus on next are optimizing for users through testing and improving content marketing to build their brand.
SearchLove San Diego 2017 | Jes Stiles | WhatsAppening with Chat App Marketin...Distilled
Chat apps have grown to have more monthly active users than traditional social networks, but how do you leverage that reach for your brand? Diving into the world of messaging apps and their chatbots, Jes will discuss case studies of successful strategies; highlight tactics and practical tips for optimal user engagement; and look to the future to see how chat apps are positioning themselves against traditional websites and the potential impact of this.
SearchLove San Diego 2017 | Greg Gifford | Dr. Evil’s Guide to Utter World Do...Distilled
With the rise of mobile, everyone needs Local SEO. Using his own extensive research, Greg will discuss how Local is more necessary than ever before, and share his latest tips on local optimization and advanced tips for getting maximum visibility in local searches. He’ll also dig into Facebook Ads for local SEO ending with some of his most creative and unique ideas for better ad performance.
SearchLove San Diego 2017 | Emily Grossman | The New MobileDistilled
How has mobile marketing changed in the past year and how should your business react to best prepare for 2017 and beyond? Emily will discuss the what future holds for mobile optimization and how to rise above the rest of the pack in a mobile-first world.
Why do some pieces of "10X" content make the leap while others languish in obscurity? Rand examines the common elements that make for success vs. failure in this analysis of 99 unique pieces of extremely high quality content pieces.
SearchLove San Diego 2017 | Annie Cushing | Avoid Panic Attacks With a First ...Distilled
We’ve all been there: the site goes down; organic traffic plummets; your emails hit the Promotions tab; your AdWords keywords turn to (not set) … you get the idea. We’re talking about the stuff that PTSD for marketers is made of. Annie will show you how to set up a first-alert system in Google Analytics to let you know the first sign of trouble before it’s too late.
Does Google still need links? - SearchLove San Diego 2017Tom Capper
This document discusses whether links are still important ranking factors for Google search. It presents arguments on both sides of the issue:
- Google says links are still important, but the company has been wrong before about technical details.
- Correlation studies between links and rankings are inconclusive, while brand awareness through branded search volume may better explain rankings.
- Anecdotal examples show links sometimes have an impact but other times rankings change dramatically without link changes.
- The conclusion is that while links may still be needed to reach the top competitive tier, other factors like content, usability, and brand awareness are increasingly important - users and a good experience are Google's priority. SEOs should focus on optimizing for people through
Dr. Evil's Guide to Utter World Domination Through Local SEO (and frickin' sh...Greg Gifford
Presented at SearchLove San Diego on February 24, 2017. Learn the latest updates in Local Search, including how you'll need to update your strategies after the Possum update from 4 months ago. Learn exactly how to optimize both on site and off site signals to help boost your local relevance, so you'll be visible in more search results. Also, learn a few awesome tips about Facebook ads and how to use them to target additional local customers.
Tom Anthony & Will Critchlow_SearchLove London 2013Distilled
The document discusses how future search queries will include more contextual information about the user, such as their location, device, and time of day. It presents examples of queries being enhanced with this additional implicit information. The document also looks at how search engines will increasingly understand entities and concepts rather than just keywords to improve relevance of results.
You Can't Growth Hack Your Way to SuccessKyle Lacy
It's important to build a marketing strategy around a foundation instead of stringing together small "growth hacking" experiments. It's about PEOPLE, PERSONAS, PROCESSES, and PERFORMANCE.
Your PEOPLE should develop and re-develop your PERSONAS and PROCESSES to improve PERFORMANCE.
What I Learned About Software Marketing and Growth After 2 Years in Venture C...Kyle Lacy
This deck is being used for a presentation at High Alpha's Marketing Forum in Indianapolis on 1/2/17. I've spent the past two years working at OpenView, a venture capital firm based in Boston.
The lessons I learned watching the partners, my colleagues, portfolio CEOs, countless pitch meetings and hundreds of conversations between leadership teams was invaluable.
Here are a few.
How To Build the Perfect Content Team: a Look at Content Companies by Tom Cri...We Are Marketing
This document profiles a digital marketing expert with 10 years of experience in SEO, content marketing, and digital strategy. They have helped both large media clients like The New York Times as well as startups. Currently, they run their own boutique digital strategy consulting practice and are interested in chatting with others about content-related work.
The present and future of the content marketing industry, by the editors of The Content Strategist. Trends, data, and best practices in brand publishing.
This document discusses trends in content marketing for 2015. It predicts that owned content strategies, where brands build their own publications, will be most effective. It also suggests that brands will need to treat content creation more like running a media company, with an emphasis on understanding audiences and publishing processes. The document also outlines strategies that are less likely to be effective, such as licensed content, blatant advertising, and headline trickery.
The document discusses the growth of social media and how it has overtaken traditional media. It notes that 70% of Generation Y users have broadband access and spend less time reading print newspapers, instead getting their content from other sources. The document also explores how advertisers can utilize social networks by engaging with consumers through collaboration rather than just advertising. It provides examples of companies that have successfully harnessed social media and open innovation.
Content Marketing: new introduction to an old marketing ideaPeter Sigrist
Content marketing - the latest new idea to hit to world of marketing, or just an old idea rebadged? I argue that although content marketing has been around for years, it nevertheless deserves attention because it encourages companies and brands to think more clearly about content, audiences and measuring performance.
Where To Spend Your Marketing Budget - Social media Vs WebsiteXpand Marketing
Social media Vs your website:
Where should you be investing in 2023?
Presented by:
• Jag Panesar
• Danni Johnson
Discover:
• How your audience are using social media and Google to find your business.
• Future predictions for social media in the B2B arena.
• Future predictions for websites and SEO in the B2B arena.
• How to decide where to invest your budget.
• Useful tools
https://xpandmarketing.co.uk/
We have seen an explosion of social channels and interest feeds over the past decade, sparking a rebirth of content marketing, but where will this end up in the next decade?
The Web Summit 2014 document provides a summary of the key topics, trends, learnings, and insights from the annual technology conference. Some of the major discussions included the continued exponential growth of technology and how it is decreasing the time needed to create value; the shift to more engaged audiences who are creators rather than just consumers; and the importance of storytelling and focusing on the consumer for both tech companies and brands. Privacy, big data, and the future of virtual reality were also highlighted as important issues covered at the event.
Context, Chaos & Change - Why Content Strategy Is So Important For Content Ma...The Content Advisory
1. Most organizations are siloed in their marketing efforts and are just beginning to transform their processes.
2. Content strategy is often not aligned across teams, measurement varies between groups, and technology solutions are implemented piecemeal.
3. With a unified content strategy and governance process that breaks down silos, aligns goals and measurements, and facilitates collaboration, marketing can become more effective and drive better business outcomes through constant engagement with audiences.
The document discusses the importance of digital literacy and e-marketing skills for students and organizations. It notes that digital skills are now required for many job functions and that employers are increasingly focusing on recruiting candidates with digital skills. The document also highlights how one university (Mount Kenya University) has invested in developing these important digital and e-marketing skills among its students.
Digital Media Strategies 2013 - Full Report from TheMediaBriefingPatrick Smith
Digital publishers must execute on social media, data management, ecommerce, and building an engaged audience to stay relevant and profitable. Speakers at the conference emphasized that the media landscape is shifting to mobile and digital consumption globally. Publishers were advised to leverage their passionate niche audiences online through better ecommerce strategies and a data-driven approach to advertising sales. Measuring average revenue per user, rather than just total revenues, was presented as an important new metric for publishers to track online audience monetization.
The document discusses key publishing trends in 2016, including the rise of ad blocking, growth of mobile apps and social media platforms, challenges of continuous partial attention, the importance of high-quality original content over curation, emerging business models for news organizations that focus on membership and engagement over advertising, characteristics of younger audiences known as "Minillennials", the growing popularity and revenue potential of podcasting, the power of visual language and emoji use in communication, and opportunities presented by virtual reality technologies. Overall, the trends point to new ways of distributing content, the value of capturing focused attention, and the need for original reporting and storytelling to build loyal audiences and brands.
The document discusses key publishing trends in 2016, including the rise of ad blocking, growth of mobile apps and social media platforms, challenges of continuous partial attention, the importance of high-quality original content over aggregation, emerging business models for news organizations that focus on membership and engagement over advertising, the media habits of younger audiences, growth of podcasting, power of visual language and emoji, and potential of virtual reality. Overall, the trends highlight both challenges and opportunities for publishers to build trusted relationships and engage audiences through original reporting and storytelling across an expanding media landscape.
What trends will shape the media, publishing and ad industry in 2016? The Guardian gives its perspective on subjects ranging from the adblockalypse to the rise of super apps, and from virtual reality to the power of emojis.
The document discusses key trends in web strategy for marketers, including: (1) The rise of social media and user-generated content; (2) Prioritizing search engine optimization; (3) Increasing use of visual content like images and videos; (4) Importance of responsive design and fast load times; and (5) Growing mobile internet usage. It emphasizes engaging customers through conversations on social platforms and creating high-quality content that can be discovered and shared across the web.
2017 Social Media & Content Marketing Predictions from 70 Marketing Leaders Bryan Kramer
We’ve pulled together a select group of 70 top marketing minds who rock the digital trenches every day, to find out their vision for “What’s Next in 2017” in social media and content marketing.
They live it, breathe it, and know what’s working today, so no doubt we’ll get a glimpse into the crystal ball and reveal key trends based on their insight and experience before they happen.
So what will they say for 2017? Read through and see if you agree with their predictions, and compare word clouds to last year’s answers versus what they had to say for the coming year.
Let me know if you agree, disagree or have a different take on what’s in store for marketers and brands by tweeting me @bryankramer.
Now dive in, enjoy, and brace yourself for 2017!
Cheers ~
Bryan Kramer
#70Predictions
2016 Predictions: http://bit.ly/2016ContentSocialPredictions
The 2017 Fjord Trend Report offers an in-depth look at the eight most important developments we believe will influence and impact design and innovation for business, government and society in the coming year.
The document discusses trends in content marketing and storytelling for 2017. It notes that the days of conventional brand storytelling are over due to everyone having the ability to create and share content. In 2017, brands will need to step back and let audiences shape their own stories through more personal, instant content like short videos and live streams. It also suggests that brands focus on storydoing rather than storytelling by focusing on human interactions and experiences with their brand. Live content is growing in popularity and brands will need to embrace more raw, unedited content styles to engage modern audiences.
The document discusses trends in augmented reality (AR), virtual reality (VR), and mixed reality (MR) technologies, noting that while 2016 saw increased adoption and awareness of these technologies, most organizations' approaches to developing experiences with them remained siloed and lacked integration. In 2017, the document suggests, organizations will move beyond treating AR, VR and MR as separate and will instead focus on creating singular, integrated experiential platforms that combine different types of reality into "blurred reality" experiences.
Similar to SearchLove San Diego 2017 | Tom Critchlow | The State of Content (20)
SearchLove London 2019 - Will Critchlow - Misunderstood Concepts at the Heart...Distilled
The basics of SEO are technical accessibility, relevance, quality, and authority. Or: can it be crawled, does it meet a keyword need, and is it trustworthy? In each of these areas, we need to build on solid foundational understanding, and find the areas where advanced understanding will give us an edge. Will’s recent research has shown common gaps in understanding, and highlighted interesting advanced topics. In this wide-ranging session, he guarantees you’ll learn something, and you’ll come away with training guidelines for the basics.
SearchLove London 2019 - Stacey MacNaught - Actioning Search Intent: What to ...Distilled
Search Intent analysis can give us a ton of really insightful data. But what do we do with it all? In this session, Stacey talks us through using data acquired through Search Intent to create revenue and traffic driving assets on your website. She'll share practical examples of using this data to win back previously lost rankings and generate more ££ through organic search.
International SEO is difficult at the best of times. Maintaining and, hopefully, growing organic search traffic through phased re-architecture and migration of multinational and multilingual organizations is even more complex. Together we’ll look at specific challenges and opportunities from recent complex project examples.
SearchLove London 2019 - Dr. Pete Meyers - Scaling Keyword Research: More Isn...Distilled
Traditional keyword research has been a numbers game, but as SEO evolves, more is no longer better. SEO in 2020 will require deep keyword insight, including understanding brand influence, search intent, synonyms, and content. Findings from enterprise case studies suggest better ways to approach keyword research at scale.
SearchLoveLondon 2019 - Faisal Anderson - Spying on Google: Using Log File An...Distilled
This document discusses how analyzing website log files can provide insights into how a site is crawled by Google and reveal opportunities to improve search engine optimization. It recommends asking hosting providers about log file access and server setup. Excel and log file analysis tools are presented as options for analyzing log files. Specific metrics that can be analyzed include the most and least crawled pages, crawl frequency by depth and internal links, low-value URLs wasting crawl budget, and server response errors by page that could impact site health.
SearchLove London 2019 - Rory Truesdale - Using the SERPs to Know Your AudienceDistilled
It’s easy to get swept away by monthly search volume and to forget that behind every search there is a person with a specific motivation and set of needs to fulfil. This talk will look at how you can use Google’s algorithmic rewriting of the SERPs to help you identify those motivations so you can effectively optimise for intent and query context to improve the ranking performance of your landing pages. This talk will also help you understand how you can use this information to create more tailored online experiences for your prospective customers and how the same workflows can be applied for more general business intelligence insights.
SearchLove London 2019 - Rand Fishkin - The Search Landscape in 2019Distilled
In this broad look at search trends and searcher data, Rand will explore the key changes affecting search marketers and those seeking to earn influence through Google. From zero-click searches, to tough choices on structured data, to the new ways Google is using information consensus and weighting particular types of authority, this presentation will make every marketer a more strategic thinker about search.
SearchLove London 2019 - Jes Scholtz - Giving Robots an All Access PassDistilled
The document discusses a bouncer trying to impress at their job. In a few short sentences, it touches on a bouncer attempting to appear authoritative and intimidating to patrons at a venue in order to effectively do their job of monitoring access and ensuring safety.
SearchLove London 2019 - Heather Physioc - Building a Discoverability PowerhouseDistilled
Search is a channel that can’t live in a silo. In order to be its most effective, search teams have to collaborate successfully across paid, organic, content and more. Get tips for integrating and collaborating from the hard knocks and learnings of merging an organic, paid and performance content team into one Discoverability group. Find out how we went from three teams of individual experts to one integrated Discoverability powerhouse, and learn from our mistakes and wins as you apply the principles in your own company.
SearchLove London 2019 - Andi Jarvis - The Science of PersuasionDistilled
Scientists have been studying how the brain works to try and unlock its secrets for hundreds of years. Since the emergence of marketing in the 1950s, many people have focused on how the brain affects our buying behaviour. In this presentation, Andi will breakdown the research and give you some tips that can improve your conversion rates.
SearchLove London 2019 - Luke Carthy - Finding Powerful CRO and UX Opportunit...Distilled
An SEO crawler is a staple tool in any SEO pro's toolkit, but have you ever considered using such a tool to seek out powerful CRO opportunities? Luke is an out and out ecommerce expert who'll be sharing tips and takeaways on how to leverage custom extraction with an SEO crawler to improve ecommerce conversion rates and enhance UX.
SearchLove London 2019 - Greg Gifford - Doc Brown's Plutonium-powered Local S...Distilled
With the assistance of Doc Brown, Greg's back from the future with a detailed playbook for Local SEO in 2020. If you're working with a business with a physical location or that serves customers in a particular geographic area, this presentation will outline exactly what you need to do if you want more visibility in local searches in 2020. Learn how Local SEO is different, how to write and optimize content, how to build local links, how to make a better first impression with Google My Business, and how to rock your customer reviews. You'll learn everything you need to know to help your business stand out from competitors and attract more customers in 2020.
SearchLove London 2019 - Sarah Gurbach - Using Qualitative Data to Make Human...Distilled
Sarah will be presenting a variety of ways that search marketers can acquire and analyze qualitative data to compliment ever-present quantitative data. These methods include customer interviews, on-site recordings, tools and polls and surveys. She'll be showing you how to process all this data and will provide real-life examples of how this has been used with previous clients.
SearchLove London 2019 - Marie Haynes - Practical Tips for Improving E-A-TDistilled
By now you have likely heard of Expertise, Authoritativeness and Trust and its importance in Google's algorithms. But how do we improve a site's E-A-T? This talk will give real life examples of sites that made changes to their E-A-T and saw traffic increases shortly afterwards. The goal is to send you away with a list of things you can accomplish to help improve in this area.
SearchLove Boston 2019 - Courtney Cox Wakefield - Voice Search and Instant An...Distilled
The introduction of voice answers and featured snippets requires significant time investment for SEO teams that are already struggling to keep up with expanding scope. This session will help digital marketers scale their instant answer research and optimization to get quick results without stretching contributors too thin.The introduction of voice answers and featured snippets requires significant time investment for SEO teams that are already struggling to keep up with expanding scope. This session will help digital marketers scale their instant answer research and optimization to get quick results without stretching contributors too thin.
SearchLove Boston 2019 - Tom Anthony - Search in 2020: Technologies That Will...Distilled
Signed exchanges? ITP? SEO is a constantly updating discipline, and to succeed we have to understand the technologies the web is running on. The current pace of change is high and there are a wealth of changes that are going to impact how we do effective SEO. Signed Exchanges mean Google can serve pages from your domain from their servers. Intelligent Tracking Prevention means that your analytics are about to be transformed. Googlebot updates may increase the pressure to adopt new web technologies to compete. In this session Tom is going to outline some of the important changes, help you understand what they mean for your SEO efforts, and show you how you can prepare.
SearchLove Boston 2019 - Derek Gleason - Benchmarking Success for Client Site...Distilled
The document discusses various methods for benchmarking and measuring the performance of content, including creating a quartile dashboard to compare performance metrics to peers, using change-point analysis to identify growth periods and top performers, tracking brand search volume to measure progress towards goals, and calculating values like LAR (links above replacement) to control for differences in site strength. The key is developing a valid, relative and sustainable way to evaluate content beyond just individual metrics or shares to inform strategy and identify what drives the most engagement.
SearchLove Boston 2019 - Kameron Jenkins - The Modern Search Writer’s ToolkitDistilled
A few minutes in your favorite keyword research tool, a few minutes reading top results in Google, and a few hours drafting... that post will perform, right? Not so fast. The landscape is more saturated and algorithms are more mature than ever before. We need to think bigger. In this talk, Kameron will share what tools are in her “full-stack writer” toolkit along with clear examples of what this looks like put into practice.
SearchLove Boston 2019 - Joy Hawkins - 10 Ways to Get Results with Local SEODistilled
In this session, Joy will be going through various case studies of real clients and highlighting what exactly she did to improve their Local SEO results and what the impact was.
SearchLove Boston 2019 - Will Critchlow - SEO + CRO: When ‘What’s Good for Us...Distilled
The document discusses Google's use of user experience (UX) signals as ranking factors. It notes that while Google representatives have denied that click-through rate (CTR) is directly used as a ranking factor, some evidence suggests it may influence rankings through personalization or as a post-evaluation modifier. The document also discusses Google's use of human UX ratings to evaluate search algorithms, as well as training machine learning models like Panda using such ratings. In the future, Google may measure user intent and task completion more directly. However, optimizing only for UX is not sufficient, as Google's goals are aligned with but not defined by UX alone.
Nick will present his "best of" findings from reviewing and testing more than 200 generative AI platforms over the last three years. While some programs will save you more than half the time, you can bet to save at least 50% of your time creating content if you begin using these tools.
Key Takeaways:
Attendees will walk away with a comprehensive list of generative AI programs that will make their lives easier. From blogging to video production and even AI marketing assistants, you will learn about nearly 20 AI platforms that are guaranteed to make your life easier in some way.
Billion Broadcaster's Frame Posters and Horizontal Lift Advertising Screens: ...VikasYadav194549
Billion Broadcaster revolutionizes advertising with its innovative combination of frame posters and horizontal lift advertising screens. The frame posters, strategically placed for maximum visibility, offer a timeless and elegant medium for brand messaging.
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The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Let’s be honest. Improvements in search rankings and organic traffic don’t always translate into sales. Yet, you spend the majority of your SEO resources on driving rankings and traffic. What if you built your SEO content with conversion in mind from the beginning? You’d generate more organic traffic that actually converts into revenue! Join 20-year search marketing veteran as he unveils his framework for developing SEO content with conversion in mind every step of the way ‒ from keyword strategy to content development and publication.
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Rand Fishkin of Sparktoro broke the news about the Google API Leaks in May 2023. Mike King from iPullRank did what he does best—dissected everything from the leaks. How big was the leak? Around 2,600 pages of leaked internal documentation describing different components of Google's ranking systems and 14,000 attributes or features represented in the documentation.
Here’s why this is important
SEO has evolved dramatically over the last 27 years. Companies like Google have built entire businesses around search, and Google has become the unquestioned leader in search. All
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Ever since Google started building a search engine, it has shared best practices. But it has never revealed anything more—no algorithms or APIs. That changed recently with this leak.
This matters to you
This checklist matters to entrepreneurs, content creators, website owners, brand managers,
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Understanding how the algorithm works today can help you maintain your competitive edge, optimize opportunities, mitigate risks due to these changes, and make informed decisions on your digital strategy.
This checklist is based on everything I learned from listening to two hour-long webinars Rand and Mike hosted recently.
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Lately, it’s been feeling a little Terminator-y out there, huh? But the future of paid media isn’t an employment battle between AI and humans like some believe. Instead, it’s about collaboration and another powerful tool to add to the digital marketer’s tool belt. In fact, the best digital marketers have been integrating AI-elements into their work for years… with one caveat - there’s still an industry professional driving the bus.
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2. Outsourced SEO to India in 2006, joined
Distilled in 2008, moved to NYC in 2011
and went all-in on content strategy.
Joined Google in 2012 and ran
innovation projects, TV ad campaigns
and content campaigns at Google scale.
Quit Google in 2014 to build an
independent consulting practice
advising content companies on digital
strategy.
@tomcritchlow
tjcritchlow@gmail.com
tomcritchlow.com
Who is this guy
anyway?
4. In 2012 I realized content marketing was
about to take off...
5. “
Tom Critchlow - The Time for Content Marketing is Now
As some are lamenting
the death of the
publishing industry,
publishing for brands is
undergoing a revolution.
And I said this:
6. But, I forgot to ask what kind of
publishers brands would become?
Would it look more like
The New York Times or more like
Buzzfeed ?
7. “
The Atlantic - What the Death of Homepages Means For The Future of News
The New York Times lost
80 million homepage
visitors—half the traffic to
the nytimes.com page—in
two years
8. BuzzFeed Distributed, which it described
as a team of 20 staffers who would “make
original content solely for platforms like
Tumblr, Imgur, Instagram, Snapchat, Vine
and messaging apps.” In other words, a
team of people producing content that
will never even appear on buzzfeed.com.
“
NiemanLab - A wave of distributed content is coming — will publishers sink or swim?
9. Of which 94% are on Facebook -
looks like the Buzzfeed distributed
strategy is scaling well. Buzzfeed
Tasty, launched in 2015 received
1.6 billion video views in January
2017.
Each video averaged 15mm views
30 days after publishing.
Source: Tubular Labs
Buzzfeed Tasty had 1.6 Billion video
views… in January 2017
10. All told, a series of three sponsored
clips reached 369 million people
with 310 million views and 1.8
million shares. Newell paid in the
mid six-figures for the flight.
Source
And they’re selling cross-platform
native ads that work
12. 1. Who is making content?
Where does content come from?
13. Bloggers
Independent voices, niche sites, passion projects and of
course classic bloggers
Content is made by...
Brands
Brands like GE, Redbull, Nike, IBM and more generate
large volumes of content
Publishers
The media industry still dominates the narrative online
for the most part.
Platforms
Consumers posting content on platforms (not just
Facebook) faster than we’ve ever seen.
14. 247 personal finance blogs started in 2016 - source
Blogging (like SEO) is not dead. It’s
changed but still alive and kicking
15. Brands are launching into content
marketing like no tomorrow
2017 B2B content
marketing trends
89% 86%
Percentage of B2B marketers
using content marketing
Percentage of B2C marketers
using content marketing
2017 B2C content
marketing trends
16. And the media is “having a moment”
as it scales up...
The Atlantic - How Many Stories Do Newspapers Publish Per Day?
21. And the ways to monetize content are
shifting dramatically
22. And so the ways to monetize content
are changing too...
source
23. “
Gabe Leydon - CEO Machine Zone - source
[media] buyers are going to get
more sophisticated and
everything is going to get
repriced
Importantly, almost no one thinks
display ads are the future...
24. So we’re going to see new forms of
advertising, including native ads, explode
Native advertising is estimated
to reach around 75 percent of
The Atlantic’s ad revenue this
year
“
Digiday - How sponsored content drives 60% of the Atlantic’s ad revenue
25. In Dec. Gawker founder and Chief Executive
Nick Denton told the WSJ that in 2014
Gawker’s e-commerce business generated
$150 million in sales, and about $10 million
of revenue for Gawker -- just under a quarter
of the company’s $44.3 million total revenue.
“
WSJ - Vox to join other media companies in ecommerce push
Commercial editor is the brand new
oldest digital job around
26. Expect this space to heat up - the NYT
acquired the Wirecutter to double down
27. And new kinds of people good at
making content selling content.
source
(psst you’ve all read their content
marketing handbook too right?)
28. What modern marketers need from
content today is not one-off tactics. They
need to find agencies who can layer on
strategy and communications planning to
create larger platforms that are integrated
into a cohesive strategic go-to-market
plan.
While the traditional ad world is mulling
the concept of a content AOR
“
Lindsey Slaby - It’s time to get a content agency of record
29. A sweeping wave of acquisitions has decimated
the ranks of independent agencies and formed
two clashing clans. On the one side are the
giants of advertising and marketing and on the
other the titans of management consultancy.
Meanwhile the market over which they are
fighting is in the midst of a multi-faceted
existential crisis.
Management consultants are disrupting
the ad agency world.
“
Jules Ehrhardt - State of the digital nation 2016
30. Partly because buying power is shifting
in organizations as technology matures
“
Avi Dan - Consultants are eating the ad agencies three martini lunch
It is not difficult to understand what is attracting
management consultants into marketing services: By
2017, Gartner, the technology research company,
estimates that the largest portion of a company's IT
spend will be controlled by the CMO instead of the
CIO, from data and analytics to front and back-end IT
spend. The management consultancies see the
future of technology spend coming from the CMO.
This is what they are after.
32. And the gold standards of interactive
data viz is on par with the best
source
33. Meanwhile a single talented interactive
creator can light the internet on fire
source
34. But it took the New York Times 5+ years to
integrate interactive into the newsroom
2007
The NYT interactive
team is founded
2012
The iconic interactive
story Snowfall is
produced
2013
The interactive team starts
to integrate into stories
that follow the news cycle
35. And so much content on the web is still an
awful homogeneity
37. The size of what we’re making is
unknown until we know what we’re
putting there. So, it’s better to come up
with an arrangement of elements and
assign them to a size, rather than the
other way around. We need to start
drawing, then put the box around it.
And the real exciting work is seeing the
web as it’s own fabric
“
Frank Chimero - The web’s grain
38. 3. How does content get distributed?
How is content consumed?
39. “
Ev Williams - CEO Medium - source
There’s going to be a
convergence of
distribution points for
media
40. That’s true, but new distribution
channels are emerging all the time
Digg Apple Spotlight iOS Google Now
42. “But traditional web analytics are fundamentally unable to
capture what actually happens on the social web today; they
obliterate its inherent tree structure.[...] In fact, clicks from
Twitter represent only a quarter of the total downstream visits
rooted in the BuzzFeed Twitter account!”
Introducing Pound: Process for Optimizing and Understanding Network Diffusion
Existing analytics is unprepared to cope
with influence in this new world...
44. Content aggregators are growing and
aggregating profits
Content aggregators & platforms
(think Google, Facebook,
YouTube) provide smaller value
exchanges with huge audiences.
45. While independent & niche focused
sites are thriving
Independent content producers
and niche focused publications
(like Stratechery) can provide a
high value exchange with a
focused audience.
46. But it’s not looking so good for those
in the middle...
While “traditional”
publishers are stuck in the
middle with small value
exchanges and mid-size
audiences struggling for
revenue and audience at
the same time.
47. So to compete, maybe publishers
need to think more like platforms
48. Influencer marketing saw
explosive growth in 2016, with
86% of marketers having used
the tactic, 94% of whom found it
effective.
And, influencer marketing is still new
but about to explode...
“
Linqia - The State of Influencer Marketing 2017
51. The reasonable surfer model is
increasingly less reasonable
Facebook and Twitter first grew on the web but
exploded on smartphones, their endless scrolling
feeds positioned fortuitously for touchscreens.
Snapchat, Instagram and Vine, which grew later,
were designed first with phones in mind. On
those services, activity is fueled exclusively by
things people are typing, shooting or recording
themselves. They owe very little to the web, in
both senses of the word
“
The Awl - Upload complete
52. In short, it’s very possible that
Google reacts almost instantly
to big traffic increases coming
to your pages.
Which is why links are starting to matter
less. So what signal does Google use?
“
CodeinWP - Transparency report
54. And how long before Google gives
AI-content the head nod?
(psst - check out this fun demo of writing with a
neural net - writing with the machine by Robin Sloan)
55. I think they have already actually. So long
as the quality is good they don’t care.
In November 2016, Heliograf
created more than 500 articles,
with little human intervention,
that drew more than 500,000
clicks
“
Wired - What News-Writing Bots Mean for the Future of Journalism
58. “
Dan Gillmor - Google is going to speed up the web. Is this good?
AMP wouldn’t be
necessary — assuming it is in
the first place — if the news
industry hadn’t so
thoroughly poisoned its own
nest.
59. Some very large publishers are seeing
almost 50% AMP traffic
AMP
Non-AMP
60. Sure, the poisoned nest - but really it’s all
just a crutch to progressive web apps
source
61. 5. How to win
Some winning strategies & theories
62. Social media technologies collapse multiple
audiences into single contexts, making it difficult
for people to use the same techniques online that
they do to handle multiplicity in face-to-face
conversation.
“
Alice E. Marwick & Danah Boyd - source
Context Collapse explains why content
is hard on the modern web
63. The problem is not lack of context. It is context
collapse: an infinite number of contexts collapsing
upon one another into that single moment of
recording. The images, actions, and words captured
by the lens at any moment can be transported to
anywhere on the planet and preserved (the performer
must assume) for all time. The little glass lens
becomes the gateway to a blackhole sucking all of
time and space – virtually all possible contexts – in
upon itself.
“
Mike Wesch - source
An infinite number of contexts
collapsing into one audience
64. Forget your generalized audience. In the
first place, the nameless, faceless
audience will scare you to death and in the
second place, unlike the theater, it doesn’t
exist. In writing, your audience is one
single reader. I have found that
sometimes it helps to pick out one
person—a real person you know, or an
imagined person and write to that one.
“
John Steinbeck - source
Steinbeck said this in 1962...
65. “Compelling voices and stories, real and raw talent,
new ideas that actually serve or delight an
audience, brands that have meaning and ballast;
these are things that matter in the next age of
media.[...]
We’ll have to learn a thousand hard lessons, most of
them centered around the idea that if you want to
make something really great, you can’t think about
making it great for everyone. You have to make it
great for someone. A lot of people, but not every
person.
Joshua Topolsky - Your Media Business Will Not Be Saved
Joshua Topolsky said this in 2016...
66. Attention has become aggregated
through narrow channels (i.e. FB)
Ben Thompson - The Great Unbundling
67. I do believe that brands with
reader and audience connection
and loyalty are the evolutionarily
fit cockroaches
“
Steven Kotok (Bauer Media Group CEO) - peak content
So what’s the winning strategy? This
is my favorite quote:
68. The NYT believes this too - a mission
& vision for your content
Our most successful forays into
digital journalism [...] have
depended on distinct visions
established by their leaders —
visions supported and shaped by
the masthead, and enthusiastically
shared by the members of the
department. [...] These departments
with clear, widely understood
missions remain unusual. Most
Times journalists cannot describe
the vision or mission of their desks.
Journalism That Stands Apart
69. Most messaging (and most brands are
built on messages) suffers from an
acute form of narrative deficiency: for
no reason, nothing happens to no one.
Narrative deficiency cripples almost
all messaging campaigns
“
Brian Dell, Director Quartz Creative
70. The businesses that stress a storytelling approach that
prioritizes delivery through credible, authentic and proximate
peer faces vs faceless brands will be more successful. [...]
Franchises are reignited over and over again through prequels,
sequels and "requels." [...] it seems our attention-starved world
favors narrative continuity over clutter.[...] As more businesses
begin to invest in creating their own content assets, they will also
need to embrace a similar long-term approach. Feed
fragmentation is real and they will need to adapt by investing in
consistent signature content assets.
We can build audience connection
through “faces & franchises”
“
AdAge - Why Brands Need Faces And Franchises in the Platform Age
71. Whether your employer is a publisher, a brand, or an agency. If
you’re making garbage, help them do better. The good ones will
listen to you and incorporate your expertise. In my experience,
most of them really do want to do it right.
And believe it or not, super engaged communities often want to
hear from the brands who serve them. And super engaged brands
want to provide communities with things other than just “content”.
So if you find yourself writing pablum, narrow the audience to a
core group of smart people who care about what the brand has
to say. And then convince the brand to say something
meaningful to that small, smart audience. Godspeed.
How do you create better content for
engaged audiences?
“
Kyle Monson, partner Codeword Agency - twitter rant
75. For example, a New York Times food article may
be published as a medium-to-long-form piece
on the website, as a headline with bullet points
on the NYT Now app, as a one-sentence story
on the Apple Watch, and as a standalone recipe
on Cooking, not to mention the various formats
required for platforms like Facebook or Pinterest
or Twitter.
“
NYT Labs - The future of news is not an article
New CMSs might enable new
experiences
76. The point was that a great idea, now, is boundless. Things are
made -- some big, some small, some made by the public, some
privately, some are liked, responded to, shared, edited, re-edited,
appropriated, stolen, emboldened or bought
.
Achieving this requires a change in agency mindset.
Great ideas must manifest. We can't stop at catalyzing this. We
must participate in the complete journey of our ideas, embracing a
mentality that refuses to recognize a boundary in what we provide,
in both making and cultivation.
I call this the new world of "infinite production."
Infinite production is part of the
answer but not in ad agencies DNA
“
David Rolfe, Welcome to the new world of ‘Infinite Production’
78. You may already know that Foursquare
location data powers Twitter, Uber, Apple,
Pinterest and 100,000 other services. Today,
we’re adding yet another technology
juggernaut to that list with the announcement
that Snap is partnering with Foursquare to
utilize our location intelligence data.
And watch for Foursquare to bring
this dream into reality
“
Source: Oh snap