Corey Morris, Director of Digital Marketing
I was recently part of the second annual Kansas City Search Marketing Conference at the Sprint Accelerator. The event was presented by the Search Engine Marketing Professionals Organization (SEMPO) Cities program and Bing.
The conference theme was “Better.” There were 12 speakers from across the region, and four sessions that all tied to the theme of doing search marketing better. I was on the organizing committee — after leading last year’s event — and moderated the first session, “Better Ideas, Better Strategies.”
The session was a reminder that it’s no longer possible to do search marketing in a silo. We must have content for organic and paid search. It’s also critical to stay on top of Google’s changes, especially with the staggering number of shifts the company made in 2016.
Matt Lacuesta was part of the panel I moderated, and something he said struck me: “PR people are the OG of link builders.” He shared how all content contributes to SEO, and that it’s important to understand and harness it. Some content examples Matt shared:
- Collateral and messaging that resonates with prospects
- A list of common sales objections
- Customer service pain points
- Events, sponsorships and community involvement
- Industry relationships
Craig Paddock is a regular speaker at national search conferences. His presentation was full of insights on understanding performance data and using it to make decisions.
One stat he shared caught my attention: Wordstream is seeing an unbelievable 50 percent click-through rate on the AdWords “click to message” extension, which will soon roll out.
A compelling aspect of his presentation was how data sample sizes factor into decision making. Craig showed data from coin tosses. When comparing the frequency of heads in 20 coin flips, there was a decent range of results. But when expanded to 400 coin flips, the numbers normalized and the data was much more consistent. The example was a strong reminder to ensure we’re not making decisions on too few impressions, clicks and conversions in AdWords. This is especially true when comparing one ad group to another.
Tylor Hermanson presented keyword research for SEO targeting. He believes the Moz Opportunity Score is important because it goes beyond the keyword and monthly search volume. The Moz score considers the opportunity you have to get traffic based on the layout of the search results for that term.
It’s common to do keyword research in a vacuum and not consider the perceived intent of the search engine or the results page beyond the 10 blue organic links.
Including maps, answer boxes, shopping ads, news articles and other content can push down organic listings and hinder opportunities to spark traffic. Users may not see the link, even if it ranks well, if it’s pushed down the page.
In the week leading up to the conference, there were several big updates from Google and Bing. These were good reminders that the pace of search marketing isn’t going to slow any time soon, and the industry as a whole — despite breaking out of silos — isn’t going away.
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