45 Tips From Day 2 Of SES London 2014 #SESLON

After a superb first day of talks its time for the next instalment of SES 2014. Day two is set to be a cracker packed with great speakers and hot topics. We’ll be recapping each of the sessions as they finish so be sure to check back throughout the day.

Our very own Samantha Noble is also speaking later in the day and we’ll have her slides on the Koozai blog shortly.

Session 1:

Keeping Up With The Consumer

Speaker: Ian Carrington, Director of Performance, Northern and Central Europe, Google

• 28% of 3-4 year olds in the UK use a tablet.
• 90% of smart phones in Japan are waterproof.
• 86% of people expect technology to make their lives easier.
• The average person in the UK has 3 devices (this is growing fast).
• Google want their users to find information quicker and simpler.
• ‘OK Google’ is a conversational search app for phones.
• Advertisers need to be there, be relevant and be optimised (sites must be mobile optimised).
• Use RLSA remarketing if you want cheaper CPA’s and to increase conversions.

Session 2:

Brilliant Blogging: Best Practices to Enhance Your Customer Reach

Speaker: Lee Odden from Top Rank Blog

• Create awareness and demand with useful and engaging content.
• Be the best answer to what you target audience cares about.
• Stand for something specific (focus attracts attention).
• Great content isn’t great content until it is discovered and shared.
• A blog is only as interesting as the interest shown in others.

Speaker: Bas van den Beld, Owner & Founder, StateofDigital.com

• Choosing bloggers: find out who is knowledgeable on specific topics.
• Create a safe place for the writers to share ideas and feel comfortable (i.e private Facebook group).
• Don’t give a publishing date give a deadline for submission.
• There’s always something to write about.
• Use tools like Evernote.com to make notes of ideas and topics.
• You need to understand your target audience (there is no ‘average user’).
• Use TweetDeck to find out what people are talking about.
• Use Quora to find out what questions people are asking.
• Never forget the ‘so what’ to give the reader a takeaway.
• It’s not about you it’s about your audience.

Session 3:

Game, Set, ROI: Developing an Effective Search & Social Strategy

Speaker:Jonathan Beeston, Director, New Product Innovation, Adobe

• PLA’s are expanding further and changing the playing field.
• 76% of Facebook and Twitter users are active on mobile.
• Evolve your approach, search and social must work together.
• Track and report on integrated search and social campaigns in the same way.
• Decide what the objective is for your social activity.

Speaker: Nick Beck, Managing Director, Tug

• Evidence suggests Twitter can have an impact on short term rankings.
• You can’t rule out social as a ranking factor.
• Run your own tests to see how much social influences your rankings.
• Test different types of content promotion on your social profiles (i.e infographics, blogs or pictures).
• Don’t run social tests with brand terms. Use long tail terms that don’t see much fluctuation.

Session 4:

Paid Search Analytics & Multi-Touch Attribution Analysis

Speaker: Samantha Noble, Marketing Director, Koozai

You can find a full write-up of Sam’s slides here.

Speaker: Yehoshua Coren, Founder & Principal, Analytics Ninja LLC

• Cost Analysis is one of the most under used reports in Analytics (use it more).
• Sort keywords by bounce rate in Analytics to uncover negative keywords and cut spend.
• Display Network Assists will help you see what other factors assist a purchase.
• Demographic reports help you analyse paid traffic by gender.
• RLSA’s can be tracked with Google Tag Manager.
• Users who are logged in to Google are not added to RLSA lists.
• Upload your cost data to Google Analytics.
• Create a performance search query report for Bing Ads.
• Remarketing lists in Google Analytics are way more powerful than dynamic tag.

Session 5:

World Class Local

Speaker: Pete Young, Search Director, Mediacom

• 1 in 3 searches have local intent
• Add photos and videos to your Google+ Local pages (verify the account)
• Use local telephone numbers
• Reviews are increasingly important for social proofing
• Shared endorsements are only going to get bigger
• PPC: use location extensions, location bidding and remarketing

Speaker: Greg Stuart, President, North America, Geary LSF

• Consistency of your name, address and phone number (NAP) is imperative
• User generated data can make or break a business
• More devices fuel the need for responsive design
• Understand customer interactions
• Start with citations and on page edits then look at Schema

We’ll be back tomorrow with even more great tips from Day 3 of the conference.

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