Tag Archives: Conference

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13 mind-blowing quotes from SearchLove, London 2015

If you were unable to make SearchLove, London 2015, then I’m afraid to say you really missed out. It was absolutely awesome, filled with top-notch speakers including the great Larry Kim, Rand Fishkin, aka the ‘Wizard of Moz’ as well as our very own Founder and CEO, Lisa Myers.

Not wanting you to feel left out, here is a collection of my favourite quotes from the day that have got me thinking about how I approach SEO moving forward:

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Quote is originally from Dave Trott. Follow Lisa on Twitter: @LisaDMyers

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Follow Wil on Twitter: @Wilreynolds

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Follow Daniel on Twitter: @danielgilbert44

Jono-Alderson-linkdex-2015

Follow Jono on Twitter: @jonoalderson

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Follow Vicke on Twitter: @VickeKaravan

Casie-Gillette-SearchLove-2015

Follow Casie on Twitter: @Casieg

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Follow Aleyda on Twitter: @aleyda

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Follow Will on Twitter: @willcritchlow

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Follow Rand on Twitter: @RandFish

Ian-Lurie-portentint

Follow Ian on Twitter: @portentint

anum-hussain-searchlove-2015

Follow Anum on Twitter: @anum

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Follow Larry on Twitter: @LarryKim

And finally, our last quote has to be a favourite here at Verve HQ;

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Quote originally from Harvey Specter. Follow Lisa on Twitter: @LisaDMyers

If you were unable to join us this year, but would like to learn more about what was discussed at the conference, please do check out Lisa Myers presentation on Thinking like a 50s Ad Exec & Executing like a Geek, here.

Now it’s over to you; what were your favourite quotes from the SearchLove Conference?

 

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LEARN INBOUND: Getting the BIG Links – using creative campaigns to win in SEO

LISA-MYERS-LEARN-INBOUND2Last week I was presenting at the Learn Inbound conference in Dublin, Ireland – needless to say, it was great craik!

Learn Inbound is a relatively new quarterly event which launched in January 2015, and is proving to be hugely popular. The fact that it’s held in the evening makes it much more accessible than some of the bigger full-day conferences. I was in great company, with the likes of Ben Norman, CEO and Founder of Koozai, and the wonderful Stacey MacNaught of Tecmark, who is also a fellow Woman in Search. Plus, Dublin makes for a perfect place for us SEO-geeks to convene, network, eat, drink and talk Search and Content Marketing.

My session on ‘Getting the BIG Links – using creative campaigns to win in SEO’, was the last of the evening. Here’s my presentation from the event:

The conference finished with a session where all speakers were invited back to the for a Q&A, followed by more networking. By the end of the evening several things became clear to me :

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  1. Even after a few Guinness’, SEO’s are so passionate about their craft. I feel privileged to be a part of a community which is so open when it comes to asking questions and sharing ideas.
  2. SEO isn’t the male dominated arena it once was. It was refreshing to be on an agenda where two-thirds of the speakers were women (ok, there were only three of us, but still, this is progress!). Similarly, looking out into the audience, and reading some of the #LearnInbound tweets, it was fantastic to see to many women in search adding value and insight to the conversations.
  3. Learn Inbound is likely to become one of my favourite conferences. There is a real buzz about the event before, during and after. It’s well organised and the quality of the content means everyone leaves with actionable advice and practical tools to take back to work.
  4. The Irish loves a Yoda impression.

The next Learn Inbound event is on 21st October, and is set to be the biggest yet, with some truly awesome speakers including: Gianluca Fiorelli, Bas van den Beld, Will Reynolds and Rand Linkwalker (ehm I mean Fishkin).

You can watch the presentation here.

Here are some of my favourite pictures and tweets from the evening:

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SES London 2014 – Day One Round-Up

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One day of SES London 2014 down, two to go! Here are my highlights of Day One…

Running in Real-Time: Bringing Campaigns to Life by Marketing in the Moment

In his keynote speech, Bruce Daisley, MD of Twitter UK, gave an interesting insight into how both consumers and brands use Twitter, including some never-before-revealed stats:

  • 80% of Twitter use is via mobile
  • 70% of Twitter use is as at home
  • 50% say they use Twitter to access the timeliest information, as opposed to other sources
  • Two-thirds of users use the search function every day
  • 94% of Twitter users shop via mobile, broken down as: 70% use mobile to research products, 17% use mobile to find the nearest store, and 7% make purchases via mobile
  • 56% of users are influenced by Twitter to make a purchase
  • 37% visit Twitter either directly before or after a purchase

He also used examples how brands use Twitter in varying ways:

Live – reacting to a planned event that often throws up unpredictable results. For example, on transfer deadline day, Innocent Smoothies Tweeted at Real Madrid outlining what else they could have spent £80m on instead of Gareth Bale (including a truckload of its own product).
Campaign – planning Tweets in conjunction with an ongoing event. For example, Heineken’s Champions League #ShareTheSofa campaign, allowing users to interact with pundits (such as Owen Hargreaves) each match day.
Unpredictable – reacting to an unplanned event that throws up golden opportunities. For example, Adidas encouraging followers to run to work during the tube strike, or Nando’s capitalising on Manchester United footballer Adnan Januzaj taking a date to one of its restaurants (in a tracksuit and paying with a voucher, no less!).

Pot Noodle were also quick to pounce on the news…


Everyday – as the name suggests, these are the bread and butter Tweets, often planned and nothing too groundbreaking.

Bruce also gave his Top 3 points for start-ups joining Twitter:

  1. Start watching the communities that you want to reach out to, and look at how your competitors are succeeding.
  2. Determine your tone of voice and the objective of using Twitter.
  3. BE HUMAN! This is crucial to communicating on Twitter.

Big Data Uncovered: How to Gather, Analyse and React to Customer Behaviour

In the first talk of the day in the Business Intelligence track, Dixon Jones from Majestic SEO and James Murray from Experian discussed the sheer volume of data out there, and how it can be utilised. Highlights include:

  • Majestic crawls 2bn sites per day, resulting in 6bn TB of data.
  • It uses many machines to produce an effective crawl of the web. The trade-off for this is data loss, but ultimately, using many machines makes its processes much faster, and speed is the order of the day.
  • Every day, the equivalent of 2,600 years of HD video footage is created, in data terms.
  • In the world, there are: 1,175 search engines, 688 email providers, and 8,300 social networks and forums.
  • As such, you cannot take a one-size-fits-all approach to your marketing. For example, one-third of the UK population DO NOT use Facebook, so you cannot pin all your hopes on that one network.
  • You must have coherence and consistency between the different teams that manage your marketing, social media, PR etc. Disparate teams can lead to disparate messages.
  • Effectively, a person’s whole life “is the channel”, and big data helps to make sense of all the granular information about each one.
  • Consumers think in experiences, rather than brands.

From Strategy to Execution: Creative Content Marketing

In this talk, Verve Search’s very own Lisa Myers and Linkdex’s Matt Roberts discussed how to make the most of your content, how to get it out there, and how to measure its success. Lisa’s highlights include:

  • Content is not just written, it can mean videos, infographics etc. It’s all about great ideas.
  • Shit blogger outreach might not work anymore, but this doesn’t mean you should stop working with bloggers.
  • If the content is quality and you believe in it, then there’s no reason why it shouldn’t work. If you can’t find a way first time, try again.
  • Aim high. For example, Verve’s work with Expedia in conjunction with Visit Norway came from daring to reach out to the most authoritative sites.
  • Content teams should think like 50s ad execs, but execute like geeks. Timeless content delivered digitally.

Lisa also premiered our exciting new HotelClub.com campaign, Skateseeing East London:

#Skateseeing East London

Matt Roberts:

  • “OK content is not OK”. Unless content is truly exceptional, you are fu… unlikely to succeed!
  • We should look to the “Zero Moment of Truth” (ZMOT) to inform our content creation: visible, sociable, influential, resonant, trustworthy.
  • What makes content go viral? Social currency, practical value, a story, public availability, and an emotional trigger – “when we care, we share”.
  • Essentially, amazing content creates great brands.

Mining Your Search Keywords & Social Data for New Revenue Opportunities

In this talk, Aleyda Solis from WooRank and Bastian Grimm of Grimm Digital discussed the many tools at an SEO’s disposal to help with keyword research. I’ll be honest, the recommendations were coming so thick and fast that I was only able to scribble down half of them, but here are the main ones to think about:

  • SEO Chat – Like Google Suggests on steroids
  • SERP IQ – Allows you to visualise the competition
  • Social Crawlytics – View where your content is being shared, and what type of content is most popular
  • Tribalytics – Allows you to organise your social followers and work out who are the most influential
  • Nerdy Data – Find out where said influencers post
  • Relevanssi – A plug-in for WordPress to enhance your site search
  • SEO Tools for Excel – An Excel plug-in that helps categorise your keywords

I could keep going, but I probably won’t do justice to all of Aleyda’s and Bastian’s great suggestions, so instead, why not check out their presentations, here and here.

Unlocking the Secrets of Mobile Video: YouTube, Instagram and Vine

In this final talk of Day One, Cheri Percy from Distilled and Jon Mowat from Hurricane Media discussed how to utilise the various online video channels to promote your brand, including how to pick the right one for you, and how to use it properly.

Cheri:

  • There is no such thing as “mobile” anymore; we have become device agnostic. A screen is a screen is a screen.
  • We want video whenever, wherever. A guy checking his phone on the bus is now just as likely to be watching a video as he is texting or checking the news.
  • According to Ericsson, 85% of the world will have 3G access by 2017, making video more accessible than ever.

Cheri broke down video content into two categories – Home and Hero:

  • Home – ongoing, numerous, insightful video content; for example, Home Depot posting DIY advice videos.
  • Hero – video content that’s produce to generate a visceral reaction; for example, the Volvo/JCVD video. No-one really cares about how smooth the steering is; it’s all about the Van Damme doing the splits!

  • Vine can be great at cross-channel promotion e.g. HBO have been using it along with YouTube to promote the forthcoming series of Game of Thrones, using it for six-second teasers.
  • Insta-vid is useful for news consumption and when a longer form than Vine is required. for example, MTV’s #NeedToKnow series of videos, or Dazed and Confused Magazine’s #DazedVisionaries campaign.
  • Use video content to add exclusivity, but remember to remain true to your brand.

John Mowat discussed the process further:

  • The platform – tablet, smartphone, laptop etc. – doesn’t matter. It’s the channel that’s important.
  • We need to target “minutes and moments” – 62% of 16–32 year olds check their smartphone during downtime, presenting the perfect opportunity to reach out to them with video content (John also gave one stat that said a significant percentage of the same demographic also check their smartphones IN FAVOUR of chatting to their mates in social situations!)
  • Video should target emotion, then logic, then emotion. Essentially – arouse their attention, justify the attention, then hammer the point home.
  • Tighter goals create better films – keep it simple to get your message across.
  • Apparently, you can remove the scum off the top of a cup of tea with a post-it note (fact of the day!)

To finish, John gave us his top tips to achieve “Better results with multiple video channels”. With the day drawing to a close, fatigue setting in and the promise of a free cocktail looming, I decided to take a quick snap of the slide rather than scribble it down. So here it is. Enjoy!

Thanks to SES for giving me a chance to sit in on the first day’s talks. I might be a seasoned writer but I’m a relative n00b to the SEO game, so had plenty to take in all day. It’s all sunk in though, I promise!

SES London 2014 Preview – Top Ten Talks

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There is now less than a week to go before SES London 2014 kicks off. Ahead of the event, I’ve been reading up on each of the experts speaking at the conference, and here are my choices for the key talks to go along to.

1. Running in Real-Time: Bringing Campaigns to Life by Marketing in the Moment
Day 1 – 9am-10am

Who better to start the conference and give us an insight into the future trends of digital marketing than the UK Managing Director of Twitter? In his opening keynote speech, Bruce Daisley will discuss the role that Twitter can and should play in your digital strategies, looking particularly at data trends and using a broad selection of case studies to inform your decisions.

2. From Strategy to Execution: Creative Content Marketing
Day 1 – 11.45am-12.45pm

As the (not so) old adage goes, in online marketing, content is king, though in many instances, it is often overlooked or underdeveloped. In this talk, Verve Search’s very own Lisa Myers and Linkdex’s Matt Roberts will discuss what goes into making truly interesting and relevant content, how to disseminate it across the web, and how to accurately measure the success of your content marketing campaign.

3. The Rapidly Changing Face of Google
Day 1 – 11.45am-12.45pm

It’s becoming more and more difficult to second-guess what Google will do next, considering the various algorithm updates seen in 2013 and Matt Cutts’ comments on numerous topics, which have had SEOs looking worryingly at their strategies for 2014. In this talk, Brendan Almack and Alan Coleman from Wolfgang Digital will look at the various factors shaping Google’s evolution, and the implications they all have from a search perspective.

4. Unlocking the Secrets of Mobile Video: YouTube, Instagram and Vine
Day 1 – 3.30pm-4.30pm

Video content is becoming increasingly important for brands, though the appropriate delivery platform can vary depending on what you’re looking to achieve. In this talk, Hurricane Media’s Jon Mowat and Distilled’s Cheri Percy will discuss the pros and cons of the three key services – YouTube, Instagram and Vine – and how to use each one to achieve the desired results for your clients.

5. Game, Set, ROI: Developing an Effective Search and Social Strategy
Day 2 – 2pm-3pm

The approach to social search campaigns has evolved massively over the past five years, and will only continue to do so as the landscape changes. In this talk, Nick Beck from Tug and Jonathan Beeston from Adobe discuss the growth of social search, how it has been utilised by companies up until now, and how, in 2014, you can use it improve upon your online KPIs.

6. Google Changes a lot! Hummingbird, Not Provided, Enhanced Campaigns: The Update
Day 2 – 3.15pm-4.15pm

Google moved the goalposts a hell of a lot in 2013 in terms of SEO, particularly in terms of keyword research and analysis, resulting in most of the industry having to reassess their approach. In this talk, Tim Grice of Branded3, Crispin Sheridan from SAP and Ralph Tegtmeier, AKA Fantomaster, discuss how content strategies must change, particularly how to make your content much more relevant to the end-user rather than Google’s spiders.

7. Breaking Down the Borders: International SEM
Day 2 – 4.30pm-5.30pm

Global brands may transcend international borders but unfortunately their SEM strategies can’t, as each country presents its own unique challenges. In this final session of Day 2, Lisa Myers and AJPR’s Motoko Hunt discuss the issues that brands looking to expand further afield may face in terms of SEO and PPC and how to overcome them, as well as how to identify further opportunities overseas.

8. Joining the Dots: Maximising Marketing Returns in a Socially Connected World
Day 3 – 9.15am-10.15am

In this final keynote address, MediaCom’s head of social, Nick Burcher, talks about how to take a holistic approach to paid, owned and earned media. Nick will look at the different elements of each one, and how they can all work together to both give the consumers what they want and to extend the reach of your brand. The man has literally written the book on the subject, so definitely worth checking out!

9. Assess. Diagnose. Fix: How to Become a Leading SEO Mechanic
Day 3 – 10.30am-11.30am

No-one’s perfect and from time to time, issues arise in SEO campaigns; the trick is to deal with them as quickly and as efficiently as possible. Andre Alpar from AKM3 and David Naylor from Bronco discuss how to diagnose your SEO woes and how to fix them as soon as they arise, including looking at the common causes and the tools of the trade to sort them out.

10. Filthy Linking Rich: Driving the Right Traffic to your Site
Day 3 – 3pm-4pm

A lot has been made recently about the pitfalls of linkbuilding, but backlinks are still an intrinsic part of Google’s rankings and there are still quality links out there to be had. In one of the final talks of the conference, Kristjan Mar Hauksson from Nordic eMarketing and Paul Madden from LinkRisk discuss the ins and outs of linkbuilding, including the tactics you can employ to get links and the effects they can have in the SERPs.

In addition to the above, there is a wealth of other talks going on across the three days. To take a look at the full agenda, head to SES London’s Conference Overview page.

See you all next week!

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Win a Platinum Ticket to SES London 2014! #HeartSESLondon

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“Hey girl, how’d you like to see my long tail?”

With Valentine’s Day only two weeks away, we at Verve thought we’d show you all some love and offer you the opportunity to WIN one of two platinum tickets to SES London 2014 (worth £1,199 each), courtesy of the organisers themselves! SES London is one of the leading annual events in the Search and Social calendar, where you can learn all the latest in PPC, SEO, Social and Content Marketing.

To enter, we want you to chat up the beautiful people of Verve via Twitter. We want the naffest, most cringe-worthy lines you can think of. BUT! We want them all to have an SEO twist; the more elaborate and nerdy the better.

Think you’ve got what it takes to woo us? Then Tweet your pick-up lines to @VerveSearch, using the hashtag #HeartSESLondon. The two winners will be announced on Thursday 6th February. Entrants must be able to attend all three days (11th-13th February), so you might want to start chatting up your manager as well to ensure you’ve got the time off. Also, please note that the prize is entry to the conference only; I’m afraid you’ll have to sweet-talk train ticket inspectors and hotel concierges as well if you need travel and accommodation.

For a little inspiration, why not have a look at how Ryan Gosling has been charming the SEO world of late. Seriously, I’m a heterosexual male and I’d still outreach to his blog any day of the week…

Beautiful picture of the Gosling courtesy of KeshKesh AKA Takeshi Young - @takeshiyoung

Beautiful picture of the Gosling courtesy of KeshKesh AKA Takeshi Young – @takeshiyoung

For more information and to book your place at this year’s conference – that is, IF you don’t charm the pants off of us and win yourself a ticket – head to SES’s Rates & Registration Details page.