SMX Advanced

The Reader’s Digest Version!

Prepared by: Zach Doty

What’s Up?

• Zach Doty• Digital Media Specialist• Forthea Interactive• Love the outdoors

– (and digital marketing)

@forthea@zldoty

Why Conferences + SMX?

• “If you don’t focus on professional development, you won’t be remarkable in five years.”

• SMX Advanced = blend of tactics and thought leadership

@forthea@zldoty

Focus Areas

• Search Engine Optimization (SEO)

• Performance (Paid) Media

• Content and Conversions

@forthea@zldoty

SEO: Managing Complexity

• Time with Matt Cutts

• New success metrics

• Rich data

@forthea@zldoty

A Fireside Chat: Matt Cutts

• Web spam spokesperson

@forthea@zldoty

A Fireside Chat: Matt Cutts

• Mobile, mobile, mobile!• Technical cleanup

• User experience

@forthea@zldoty

New Success Metrics

• Old news: (not provided)

• Old problem: proving results@forthea@zldoty

New Different Success Metrics

• A balanced approach:

• Return on Investmento ((Revenue – Spend) / Spend) * 100

• Cost per Lead Acquisitiono (Spend / Conversions)

@forthea@zldoty

Structured Data

• Volatile applications in the SERPs– (See also: Google Pigeon)

• Searches and Transactions may now take place without ever seeing blue links.

• Just because rich data isn’t used now, doesn’t mean it won’t be used later.

@forthea@zldoty

SEO: The Bottom Line

• Google’s capabilities have vastly advanced, at increasing rates.

• Are you keeping up?

@forthea@zldoty

Spare Parts

• Pace your monthly budgets– You can win big in the last week, when

competitor budgets have expired.

• Website testing: rebuild your website every few weeks– Inspectlet.com: Free* heat mapping tool

@forthea@zldoty

Wrap Up

• Managing “internal” complexity in your work

• Communicating “external” simplicity to decision makers.

• “Mobile is coming faster than you realize.”

@forthea@zldoty