How to put together a search strategy for a new category

David vs Goliath: The rise of sustainable fashion against fast fashion giants Slides from BrightonSEO October 2022. This talk covered the rise of sustainable brands against fast fashion giants. Opening with a brief intro into the David vs Goliath principle and how that can be aligned to online retail today. This talk was a comparison of the ecommerce space, specifically fast fashion and its impact socially, environmentally and lastly online. Providing SEO "stones" to use against the Goliath of your industry.

We always hope to see our digital PR campaigns take off, but sometimes they can take off in the worst way. From inaccurate data to misleading headlines, there are plenty of ways that we can fall into data-related pitfalls. I explore some of the most common data dangers and how to avoid them so your campaigns don’t end up on the wrong side of digital PR Twitter, keeping you and your clients happy!

Will Critchlow's presentation at BrightonSEO October 2022. At SearchPilot, we run huge numbers of tests. It's natural to look first to the winning tests, but there is a lot we can learn from the tests that fail - both the inconclusive ones and the negative outcomes. Learn how we run SEO tests, how we analyse winners and losers, and take advantage of the lessons we have learned from dozens of losing tests. Take away actionable insights you can use in your own testing or SEO program.

This document discusses the value and uses of hyperlinks. It explains that hyperlinks can help understand a person's influence, interests, and peers. Hyperlinks also allow you to find influencers around a topic or identify the authors of a news site. The key takeaway is that having access to true link data and understanding how to analyze link information can provide new insights.

Google conducts 800,000 experiments and improvements to search annually to optimize search results for users. In 2021 alone, Google made 5,000 improvements to search. As of August 2022, 92% of all search queries are handled by Google. The document then provides an in-depth overview of how to conduct a comprehensive search engine optimization (SEO) analysis, including competitor analysis, entity analysis, sentiment analysis, search intent analysis, language use analysis, and rank analysis. It recommends leveraging tools like Google APIs, Data for SEO, and GPT-3 to automate the analysis and provide classifications. The analysis is intended to guide content and keyword strategy execution rather than replace it.

How have robots learned to read? This talk goes over the process within natural language processing, how BERT works, and how these learnings can be applied to content optimisation.

Laura will cover the importance of multilingual, properly localised content as part of an international marketing strategy, exploring some actionable steps to making that happen and highlighting some common pitfalls to avoid.

Tasked with a content audit? It can seem impossible when you have thousands of URLs to sift through alone. But in this talk, Lucy will provide actionable steps on how to do a content audit, walking you through what to cull and what to keep, plus providing methods to quickly break down pages by different search intents to simplify your work. Built on past experience, Lucy will also offer advice on how to get clients on board with your content audit, plus top tips to get your recommendations implemented.

In this talk, I explore schema and its link to online accessibility. Can schema really help the web to be more accessible? And how should we strategise this as SEOs? Strategy plays a vital role in SEO but often times the technical areas are overlooked within a wider marketing strategy

Maturity Audit framework which determines a site’s organic maturity in an industry. She will take you through the 7-step process and how you can use this to identify the greatest opportunities for your site. She will also show you how to use this to develop strategies and keep stakeholders in the loop.

With the help of my favourite case study, I'm showcasing how I took a data-driven approach to scale SEO for a travel brand. I've covered how I collected data, found trends, and converted them into opportunities. Those opportunities were tested before the grand deployment, which resulted in multifold growth in SEO visibility and revenue.

The document discusses the "dark funnel" which refers to the invisible or unknown steps a company takes when researching and evaluating vendors before making a purchase decision. It notes that over 75% of companies have already made their decision before engaging with a vendor. It then discusses how marketers can shine light on the dark funnel by building online communities, monitoring website behavior and intent data, and having a self-reinforcing marketing approach to identify companies in the early stages of consideration. Measuring engagement in the dark funnel can help marketers gain a better understanding of attribution and improve conversion rates.

The document discusses how to go viral on a budget using public relations (PR). It recommends tying a product or idea into a current trend, validating the trend, identifying the target audience, crafting a compelling pitch, and developing an effective outreach strategy. Specifically, it outlines how the author launched an unknown brand called "2020 Scent" that generated over £20,000 in revenue with a campaign costing under £10 by tying scented products to viral trends from that year.

Veronika Holler discusses how Google's MUM AI will impact SEO and PPC optimization. MUM understands language 1000x better than BERT and supports 75 languages. It has a stronger understanding of the relationships between different content types like images, video, audio and text. This will require optimizing sites to include more multimedia content like creating images and videos about products and services. It also means refining content strategy and structure to focus on navigational, transactional and informational content that tells a complete story for users. Veronika provides examples of how her company CGM Medical optimized their site using these strategies and increased click-through rates for SEO and PPC.

The document discusses creating an inclusive and accessible web for all. It notes that 97% of homepages had accessibility errors in 2021, with 61% being missing alt text. It emphasizes that disability can be both apparent and non-apparent, and that 14.1 million people in the UK have a disability. The COVID-19 pandemic accelerated the move to digital services. The document outlines the four principles of accessibility as defined by the WCAG: perceivable, operable, understandable, and robust. It provides tips for performing an accessibility audit, including using tools like WAVE and including human judgment.

This document discusses how log file insights can help companies improve their crawling, indexing and organic marketing performance. It outlines some of the common issues companies face like not understanding search engine behavior and not reflecting on their past work. With log file insights accessible in real-time and automatically distilled, companies can answer critical questions to speed up their crawl times, see how search engines are handling their updated content and troubleshoot issues. The presenter promotes their solution, ContentKing, which provides real-time log file analysis from CDN logs to help companies learn what search engines know and keep sharpening their SEO strategies.

The document discusses the challenges of scaling great content. It states that while scaling basic content is easy, scaling high-quality content is difficult. It recommends systematizing, standardizing, and streamlining content production processes to help overcome these challenges. This includes outlining processes, reviewing drafts, editing, and publishing content according to standardized steps.

Every business owner wants to attract more customers, convert prospects to sales, and get more referrals from customers. Attracting the right customers to "sell and wow" will help your business bring in more sales and better your bottom line.

The document discusses how MECLABS increased their blog traffic 232% through content marketing. It provides tips on how to sell free content, tell your story, and overcome barriers to content marketing. Specifically, it recommends figuring out how to 1) sell free content by emphasizing value over cost, 2) tell your story by focusing on your audience's needs rather than the medium, and 3) stop at nothing by managing projects, asking the right questions, and repurposing content across multiple channels. Repurposing content in at least 12 ways, such as through articles, tweets, newsletters and more, is suggested to maximize the value of each piece of content.

1. The document provides tips and strategies for closing high margin sales leads, including finding prospects early, participating in their communities, customizing outreach, publishing valuable content, and involving salespeople. 2. It discusses calculating sales goals and pipeline needs by quantifying assumptions around close rates, opportunity rates, and costs per lead. Target numbers are provided by quarter for the year. 3. The presentation emphasizes understanding customers' problems and outcomes over products, and outlines a 5-step marketing plan framework centered around target profiles, pain points, influences, and engagement preferences.

Inside Sales Virtual Summit - Access all 62 sessions here: http://www.insidesales.com/summit/register-2 Matt Heinz - President of Heinz Marketing Inc http://www.heinzmarketing.com Twitter: https://twitter.com/HeinzMarketing LinkedIn: http://www.linkedin.com/in/mattheinz Blog: http://www.heinzmarketing.com/matt-on-marketing/blog/ Try InsideSales.com free for 10 days: PowerDialer™ — #1 Power Dialer Software for B2B Sales - http://www.insidesales.com/outbound_power_dialer.php

74 percent of online consumers get frustrated when content is not personalised to their interests. With the data available, brands should deliver the experiences their audiences ask for across channels. Join this session to learn how you can unlock key insights to drive lasting customer loyalty.

Learn the best practices for A/B Testing Ad Copy and Landing Pages with our presenters Larry Kim from WordStream and Carlos Del Rio of Unbounce. Visit our website on http://www.wordstream.com

Understand your Audience and build your website's Funnel with Search Data. Search data is often used to start an SEO and paid search strategy. However, search data isn't just about keywords – it's like peeking into the thoughts of your potential visitors. It's almost like doing detective work to understand your client's needs and identify their patterns. Once you've gathered this valuable knowledge, you can use it to shape your brand and guide people through your website. You will be creating a roadmap that helps visitors become customers.

Evelyn Thar, CEO of Amazee Metrics, gave a presentation on search engine optimization (SEO) and how social media influences SEO. The presentation covered the basics of SEO including how search engines work by crawling, indexing, and ranking websites. It discussed important on-site SEO factors like keywords, links, content and technical elements. The presentation also explained how social media signals from platforms like Facebook, Google+, Twitter and Pinterest can impact search engine rankings, even though search engines do not officially recognize social media as ranking factors. It provided recommendations for optimizing social media profiles and content for SEO purposes.

Evelyn Thar, CEO of Amazee Metrics, gave a presentation on search engine optimization (SEO) and how social media influences SEO. The presentation covered the basics of SEO including how search engines work by crawling, indexing, and ranking websites. It discussed important on-site SEO factors like keywords, links, content and technical elements. The presentation also explained how social media signals from platforms like Facebook, Google+, Twitter and Pinterest can impact search engine rankings, even though search engines do not officially recognize social media as ranking factors. It provided recommendations for optimizing social media profiles and content for SEO purposes.

The document summarizes eight common mistakes that digital marketers should avoid in 2017, as presented by Ray Coppinger of Marketo. The mistakes include: not defining digital marketing goals for one's company; failing to help guide content marketing strategy; not prioritizing SEO; focusing on the wrong metrics; testing improperly or not at all; not prioritizing social media; being obsessed with ranking first in search results; and falling behind industry changes by not continuing to learn. Coppinger provides advice on how to avoid each mistake, such as aligning metrics with channel objectives, starting small tests, and creating a reading list to stay updated on latest trends.

The document is an agenda for an audio webcast on increasing traffic through content marketing featuring speakers Pamela Markey and Daniel Burstein from MECLABS and moderated by Anthony Salas from the American Marketing Association. It provides call-in details for the audio portion and encourages participants to join the conversation on social media using the hashtag #ActOnSW.

We’ve heard it said many a time that SEO and PPC are better together, but what actions really matter and how should we prioritize our efforts? In this actionable, research-based session, Purna Virji will walk you through strategies and tactics you can apply today to drive revenue and customer satisfaction rates. The best part? These are all highly do-able – we’re not reinventing the wheel, we’re just taking what exists and applying it in more meaningful ways. We’ll even bust some PPC myths along the way!

This document provides tips on how to find, influence, and convert more prospects into customers. It discusses engaging prospects early before they are active buyers, understanding customers and objectives, publishing content to attract prospects, practicing customer-centric selling daily, and how sales and marketing should not be left solely to sales and marketing teams. The document also includes sections on prospect engagement funnels, calculating marketing needs, customer profiling, content planning, pipeline execution, and overcoming challenges in sales.