• July 28th, 2017
  • Posted by admin

Building ROI-focused SEO strategies: A framework

Running into my tenth year at the helm of an independent performance-focused digital marketing agency, I still — when discussing pain points with prospective clients — see a remarkable number of SEO strategies that are, at best, decoupled from business performance, and, at worst,totally unengaged with wider business performance.Google’s Avinash Kaushik writes excellently on a customer-centric framework for thinking about how individual digital marketing channels can feed into a unified strategy that ultimately drives new customer growth: surely the key goal of any business.

Start with growth: Kill brand!
Before thinking about attribution or STDC, let’s consider SEO fundamentals.If we include brand terms in our assessment of performance, we are looping in all sorts of other marketing activities which we should not be taking credit for.So: filter out brand.Even with no TARDIS-delivered historic data, we can at least take the last 90 days percentage brand rate and remove an equivalent percentage from the organic traffic coming into our website as a starting point for the current generic performance delivery.From there, we can measure the improvement in total click volume from generics over time and apportion that across ongoing organic traffic performance.This will essentially measure incremental improvement from our start date that is delivered by generic term performance improvement.Step one,complete. We have objective measurement of overall improvement in organic performance excluding brand.That means any remaining performance improvement comes from activity you would expect to find in a solid SEO strategy: content adjustment, ranking improvement, SERP click-through rate improvement,etc.

Take it to the bridge revenue
Now that we have a moving objective view on organic performance, we can map back to revenue in our analytics package of choice.I’d like to assume all sites have well set up, fully tagged, e-commerce enabled (or revenue-attributed) event tracking in place.If that’s not the case, take an action and get on it!Mapping to revenue should then be easy.Next, we should take into account any costs you are incurring with your agency.A simple ROAS — (Revenue – Cost) / Cost) —approach is to take our generic-only tracked uplift and compare it back to your agency cost at whatever rate you wish.Typically, it’s worth assessing this weekly or monthly.Higher frequencies are useful for higher spends.So in simple terms, think of your ROI calculation as (Profit – Cost) / Cost, a subtle but important difference required to ensure you are drivingprofitable growth.

Finally: Build in attribution
At this stage, you are exporting web analytics data that is showing incremental organic improvement mapped to generic growth, and you are looking at reporting that maps from keyphrases to their revenue delivered with an ROI calculation on top to show if you are picking the right battles.Now it’s time to improve our accuracy by removing our SEO silo and allowing ourselves to fit into the full, multi-channel, customer conversion path.If you are serious about attribution accuracy, there are limitations to Google’s approach: It doesn’t easily ingest non-digital marketing data silos to reflect the true attribution picture, and of course Google Analytics (not to mention Omniture) are built on sessions rather than customers. So there is an approximation there.If you want to get serious about AI analysis that is truly granular to individual customers, then you have just shown interest in my favorite topic, and I’d be glad to chat about the latest tech in that area — and indeed,that seems like a good subject for future columns!

Final thoughts
The above approach, which doesn’t require cost-prohibitive solutions, is a very solid framework for achieving objective SEO performance measurement, mapping that measurement to insight, and integrating the wider customer journey using sensible attribution choices.It’s fit for all but the largest businesses and will give you insight that’s leading edge about where to focus your SEO efforts.

Source: Searchengineland

Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.


  • July 27th, 2017
  • Posted by admin

What Is An SEO Specialist?

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In the SEO industry, however, communication and clarity are important.Hopefully, I can clearly answer the question: “What is an SEOSpecialist?”Search Engine Optimization (SEO) helps people find products and information on search engines like Google and Bing.An SEO specialist, then, researches and analyzes the trends and best practices online to develop and implement strategies that improve search results.The overall goal is to increase the level of traffic to a website by using keywords and keyword topics to improve the user experience and meet search engine guidelines.Search engines, however, are always changing.And SEO specialists have to keep up.Let’s think about what exactly we mean by this. Consider, for example, a search for the keyword:“SEO.”That’s right.Currently, there is only one agency showing up in the top ten organic results.Google learned that when people search for the term “SEO,” they were more likely to click on information over a list of services.So, eventually, the algorithm changed to incorporate this behavior, and now it delivers the types of results it believes the keyword is really asking for.An SEO specialist needs to be able to spot these trends, understand what they mean, and develop strategies that work within them.(Inour case,we’re working on a massive guide to SEO that will be published soon.Stay tuned for that.)

Doing the Job

There are literally hundreds of factors that contribute to your final rankings.On top of that, it can be hard to determine what kinds of trends Google may associate with your chosen keywords.The job of an SEO specialist doesn’t stop with a couple of website tweaks and a few links scattered around the internet.Instead, the specialist has to be on the ball, constantly looking for trends like those noted above and finding new ways to maximize website traffic.Optimizing your website for search engines involves being aware of these factors and implementing the right strategies.However, as the search engines change, an SEO can’t rely on the same old activities forever.Modern SEO is about so much more than keywords and meta tags.

There are a lot of factors that an SEO specialist must deal with, and that means they need a wide range of skills.If we were to break it down to the basics, though, you could say that a specialist should understand:

*Why links are important
*What can be done on-pageto help a webpage rank
*What can be done off-pageto make a webpage rank
*Why content marketing is critical to any online marketing push
*How social media provides value
*Whether Pay-Per-Click marketing is worth it
*How to take advantage of emerging trends like video SEO

The daily routine for someone working in SEO could include a combination of any of these activities, which means that a true specialist has to have a broad skillset and be willing to always learn more.

Source:Seo.com

Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.


  • July 26th, 2017
  • Posted by admin

Expect From Your SEO Company

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You’re tired of how slow your business has been going.You know you offer a useful and valuable product to customers, but you haven’t seen the success you expected.You decide to invest in making SEO and online marketing more of a priority.After doing the initial improvements yourself,you realize you have the budget, but not the time to devote to internet marketing.You want to be sure you made the right decision in the SEO company you selected.It is important to keep an eye out on how committed your SEO company is to your business.Every SEO company is going to approach your situation differently, and it’s important to know what they’re doing along the way.Positive SEO results take time to be noticed and seen.In fact, in a Google video, it was mentioned that it takes 4 to 12 months, on average, for any kind of improvements in your website to start having an impact on your search engine results.If you start seeing better than average results in 1, 2 or 3 months you need to know if it’s because there’s not much competition in your industry, or if your company is using questionable methods to produce fast – but unsustainable – results.On the other hand, if you have to wait for over a year to see results, you should take notice and investigate what your company is actually doing.

An Introductory Meeting

Once you selected an SEO company to oversee your business’s internet marketing activities, you should have an introductory meeting either in person,conference call or via video.In this meeting,you’ll be introduced to your account manager and team.They’ll use this opportunity to ask you additional questions about your business and your marketing and SEO goals.They will outline their processes and state their pricing.It’s also important to remember that the sales people you previously worked with were likely giving you generalities and some likely strategies.Once your team has a chance to take a closer look at your website, they may have some different suggestions and strategies.This initial meeting is a great time to reconcile any differences between what the sales rep initially suggested and what your specialist has determined to be the best solution.This is where you also get to ask additional questions or express any concerns that you’ve thought of.Be sure that you come into this meeting with a list of such things and make sure they can answer them all.

Initial Website SEO Audit
The turnaround time for a website SEO audit will depend on the size and complexity of the site.Websites with many pages, for instance will take longer than a website with just a few.Someone from your SEO team will call to discuss the results of the audit, this should be the person directly managing your account.He or she will clearly explain their observations,suggestions and concrete next steps that need to be taken. The more interactive these calls the better.The account manager will either walk you through a screen share of what is being discussed and how to implement the suggestions, or a conference call will be done with your team.Depending on the type of contract you have with your company, you will either receive an email with the report and the account manager’s notes and step-by-step directions on how to implement changes should also be expected.Or, if you’ve given more website access to your team, they can implement the changes for you.

Regular Communications and Check-Ins
A good, reliable, reputable SEO won’t just dump you with a list of “to-dos” based on their website audit findings.Your account manager should also always be available to answer any questions you may have.You should expect regular reports to let you know how things are going.They will want to keep you in the loop by being transparent about their strategies and activities.Throughout the course of your contract, your account manager will let you know of any changes or anything that doesn’t look right.He or she will also work with their team to troubleshoot and fix any issues that come up.

Conclusion

You’ll know you made the right choice if your company is willing to speak with you clearly about their strategies, perform a detailed audit to establish a baseline for your campaign, and maintain ongoing communication over the length of your contract.At SEO.com, we’re committed to your company’s success.We are a reputable, all-inclusive internet marketing agency with expertise and knowledge in the fields of SEO, marketing, web design, web development, social media,PPC and content strategy.We know that SEO is not one dimensional nor is there a quick and easy SEO fix.

Source: Seo.com

Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.


  • July 25th, 2017
  • Posted by admin

Using AI in SEO to Improve UX

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Search engine optimization (SEO) is a term that gets thrown around a lot.It is no longer a hip, mysterious thing.Many people know what it is and numerous large companies already have a well-developed SEO strategy in place.It has become so commonplace that the term no longer holds much weight nor evokes excitement.Everyone already knows about keywords and their use in title tags, meta descriptions, content and the like (even if they don’t know how to use them as effectively as possible).At the same time, it’s all too easy to get bogged down by cost-per-click numbers, conversion and bounce rate percentages, total revenueraised and seconds people stay on each page of your website using a plethora of tools.That’s where artificial intelligence (AI) is slowly coming onto the SEO scene.

Artificial Intelligence and SEO
Data and data analysis are vital in establishing and managing an ever-changing search engine optimization strategy.To disregard data would be to purely trust and rely on the whims of the almighty Google and its constantly changing algorithm.To rank well in search results, your SEO strategy would merely adjust and conform to the techniques and procedures that align with Google’s search formula, de-emphasizing the needs, wants and opinions of your targeted audience.As mentioned before, search engine marketing heavily relies on number crunching.All the analytics tools out there are handy, but the human brain can only process so many of the stats.The usefulness of the data from these website analytics tools can be maximized with the number crunching power of artificial intelligence.Just think if your SEO strategy could be even more refined and yield even better search ranking results.That can be achieved with using AI.AI has been used in digital marketing for many years.Artificial intelligence has armed marketers with the ability to gather ad targeting data, identify cross-selling audience segments,determine the effectiveness and relevance of content and analyze the emotional impact content has on a target audience.

How AI SEO Works
Artificial intelligence utilizes super computers to analyze data.These machines don’t have emotions nor can they read, see or respond.While AI can take the bulk of the data analysis off your shoulders, it is still your job to provide quality, valuable, interesting content.Although, it has to be said, artificial intelligence can help you come up with content for your website.AI uses analytics data to construct and analyze patterns in your website visitors’ interaction and experience with your site.The insights generated and analyzed with AI yield a list offuture user engagement site behavior and recommended action items to best serve users.AI can even help carry out some of those action items.The super computers of AI have the ability to execute the more technical action items such as coding, which greatly reduces the need for humans to code software and saves huge amounts of time and money.

What AI SEO Software is Out There?
AI is not heavily used in SEO because there are currently very few options.To achieve the heightened SEO results offered by artificial intelligence, you can either utilize AI software tools such as SEO Powersuite and Muncheye (just naming a couple that are out there and this should not be taken as a specific software recommendation), or make the hefty investment of purchasing a multimillion-dollar super computer.

User Experience and SEO
Artificial intelligence not only benefits your business by supporting your efforts to rank in the search engines, it helps you better analyze and understand your website’s visitors.This allows you to offer them a better experience on your website.Google wants to retain its reputation as a quality search engine, so it’s main goal is to make web browsing enjoyable.The satisfaction and enjoyment of web users will only be met if users are given search results that are relevant, safe, useful and easy to navigate.To ensure the best web browsing experience possible, the software engineers at Google created a search ranking algorithm that thinks like Internet users.Now, your web developers can do all the ethical SEO best practices out there to get your page to rank highly in search results, but if users don’t have a good experience on yoursite, all your efforts will be in vain.

 How to Create a Good User Experience
You don’t merely want people to see your website.You want them to visit it, spend time on it and take the desired actions on it.You can do that by offering a website that people enjoy and find useful and valuable.On a basic level, a website with good user experience has easy navigation, interesting, useful and valuable content,an aesthetically pleasing design and has quick and easy access to other pages and content on the site.

Some specific action steps you can take include:
*Optimizing your website for both Google and web users.
*Making your site easy to navigate.
*Creating relevant, useful, valuable content.
*Featuring an adequate number of high-quality links.
*Developing a responsive design.

Using AI to Develop Your UX
Artificial intelligence can greatly help improve your SEO strategy by taking the huge amounts of data from your website and provide more in-depth insights into your pages’ analytics.This, in turn,can be used to design a better user experience.As Google continues to prioritize the user experience in its algorithm, this data can become critical.It’s one thing to provide a list ofitems that generally lead to a better user experience (like we did above), but it’s another thing completely to be able to address extremely specific elements of that experience.As more tools become available that employ some form of AI, we’re going to see a lot more SEO strategies that rely on this level of analytical prowess.

Source:Seo.com

Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.


  • July 24th, 2017
  • Posted by admin

Pre-Suasion Strategies for Better Content Marketing

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In addition to Cialdini’s bestselling book, “Influence: The Psychology of Persuasion”, and countless published research articles, he recently wrote a book that explains the power of “pre-suasion.”Cialdini is a wealth of knowledge when it comes to persuasion and influence.Thefollowing is my takeaway not only from my conversation with Cialdini, but also from reading his most recent book and contemplating marketing messages.A word of caution and/or advice: pre-suasion is powerful and should be used only in an ethical manner.It’s about getting attention and causing action, not about manipulation.

1.Make It Personal
After more than a decade in search marketing, I have encountered clients with various preferences regarding content.Some want a formal tone with substantiated facts. Others want content that conveys empathy and appeals to the emotions.Through the supervision of thousands of content pieces over the years — from blog posts to informative guides to landing pages — there is one common factor that results in a high rate of conversion.In “Pre-Suasion”, Cialdini identified a powerful magnet of attention: the self.Cialdini provided an example of this concept that involved the topic of personal health. He explained how messages that are self-relevant and tailored to the audience, such as referring to their age or health history, are more likely to attract attention and be memorable. Furthermore,these messages have a higher probability of being taken seriously and saved for future reference.

2.Create a Mystery
In the world of search marketing, we live and breathe metrics: Traffic, rankings, conversion rates, click-through rates, time on page, etc.There are also many statistics reported on the percentage of content website visitors will read, on average.While that percentage varies based on the source, the number tends to be high and can be discouraging for any content marketer.What if there was a way to keep the reader’s attention from the introduction all the way to the last paragraph?It would no doubt be a content marketer’s dream come true.These debates are centered on one thing: the mysterious.Albert Einstein referred to “the mysterious” as “the most beautiful thing we can experience” and “the source of all true science and art.”Albert Einstein’s quote and the Mona Lisa painting were both examples provided by Cialdini to illustrate the power of mystery.Through Cialdini’s research for one of his books, he discovered that mystery stories were used in successful content.The reason being is our human desire to have closure.We want to know the ending of a story and will give our attention to the mystery until weknow how it is resolved.Apply this concept by weaving a mystery throughout your content.First present the mystery, then deepen it before youprovide alternative explanations and the eventual resolution.Case studies and customer stories would be prime material that could be molded into a mystery.

3.Provide a Linked Association
Every idea or notion is linked within a set of associations.Effective communicators know how to use language to manage the audience’s mental associations to the message.Cialdini referenced recent psycholinguistic analysis that suggested that language directs the audience to areas of reality that are linked to mental associations that are in favor of the communicator’s view.Metaphors are great devices for creating these associations.Tropicana successfully implemented a metaphor into their marketing campaign: “Your Daily Ray of Sunshine.” The message was persuasive and linked the product to a positive association.You can apply this pre-suasion strategy into your content marketing by findingmetaphors or other language that associate your concept with something positive and relatable.

There’s More
I only scratched the surface of the information presented in “Pre-Suasion”.The book is filled with strategies that are backed by research, including the if/when-then plans and a seventh principle of influence (Cialdini’s other book, “Influence”, presents six principles).It is a book that is a must-read for any content marketer.Next time you’re working on a content marketing campaign, why not infuse elements of pre-suasion?

Source:Searchenginejournal

Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.


  • July 21st, 2017
  • Posted by admin

Google Now is dead, long live ‘the feed’

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Google Now was initially a way to get contextually relevant information based on location, time of day and your calendar.It evolved to become much more sophisticated and elaborate, with a wide array of content categories delivered on cards.For a time it was being called “predictive search,” although that term has faded.Now was billed as a way to get information on your smartphone without actively searching for it.It was heralded by some as the future of mobile search.

 The ‘feed experience’ improves
Today Google is officially killing the “Google Now” brand.It’s not getting rid of the functionality, however.That will remain and is being upgraded with an improved design and some new features,including reciprocal connections between search and your personalized content feed.Users will be able to follow content directly from mobile search results and have that surface on an ongoing basis in their feeds.A new “follow” button will appear in some contexts, as the image above illustrates.However, most content that appears in the feed will still be determined algorithmically,based on search history and engagement with other Google properties such as YouTube.There will also apparently be some content from locally trending topics.However,that trending content is not based on user contacts or social connections.At a briefing Tuesday in San Francisco, the Google Team, lead by Ben Gomes, was asked several times about how these changes compared to the Facebook News Feed.The answer was: this is about you and your interests, not topics your friends are engaged with.

Intensity of user interests to be reflected
The specific topics and cards that appear are also being calibrated to reflect the intensity of your interests.If you’re more interested in travel or hip-hop or bike racing than cooking or boxing or art,that will be reflected and emphasized in your feed accordingly.In other words, interest level will be captured.Perhaps most interesting, from a “search” perspective, is that every card will have a header that will be able to initiate a mobile search with a tap.That wasn’t possible with Google Now.Thus there’s a feedback loop of sorts: search results can be followed, feed content can be searched.It’s very much in Google’s interest to build products that keep the brand and some version of search in front of mobile users throughout the day.But Google is also trying to improve upon Now as a product,even as it gets rid of that name.

‘Vast majority’ of queries now mobile
Gomes said during the briefing that the “vast majority of our queries come from mobile.” Obviously, Google has very successfully transitioned to mobile, which wasn’t a foregone conclusion.Now it wants to give users more reasons to check in daily and new pathways into search.It’s not clear how widely Now was being used by the bulk of Google’s mobile audience.Beyond the mobile app experience, Google said that it would be bringing the feed to the desktop version of the Chrome in the near future, though it didn’t show that off.

Source:Searchengineland

Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.


  • July 20th, 2017
  • Posted by admin

The New “Follow” Button in Search Results On Google

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Untitled-design-16-760x400Building off the feed feature launched in December, Google is now giving searchers the option to follow specific topics of interest.

After searching for topics such as movies, TV shows, sports teams, musicians, and celebrities, you will see a “Follow” button you can tap on to add the topic to your feed.

feed-follow-for-blog-newest

Further advancements to Google’s personalized feed include improved machine learning algorithms, which are said to be more capable at anticipating what an individual may find interest.

In addition to highlighting stories around manually and algorithmically selected topics of interest, the feed will also display stories trending in your area and around the world.

Google’s machine learning will be able to measure an individual’s level of interest in various topics, which will factor into the volume of stories that are curated.

So if you’re more interested in sports than you are in cooking, your feed will reflect that. If Google gets it wrong, you can just unfollow a topic with a quick tap.

Google will make an effort to provide news stories from a variety of sources, offering diverse perspectives and multiple viewpoints.

Those in the US can see the new feed experience in action by opening the Google app for both Android and iOS. An international rollout is expected in a couple of week.

Source: Searchenginejournal

Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.


  • July 19th, 2017
  • Posted by admin

Keys To Ranking For Multiple Keywords

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The relevancy of content to the subject matter and the ambiguity of what context really means versus an individual keyword approach have led to looser strategies and a renewed need to stay focused on on-page optimization.While trusting that Google will understand the context of our content as you build a strong brand and positive user experience, you’re still faced with the need to:

The need to optimize and focus on keywords is as important as ever even though the importance of certain optimization techniques has changed.

1.Know Your Current Content

You can find sets of terms on the same topic and group them together.You won’t need to do stemming or use all of the literal variations of the terms and its plural or singular versions, but you need to know which sets of terms are related to a topic.My go-to process is to run a crawl of the existing site structure with Screaming Frog, download the HTML page results into Excel, and then get to work putting topics and terms out to the side of specific pages.Issues with gaps (in terms of pages for the number of topics and keyword terms) often emerge quickly,allowing for the planning of additional content.When you know you have content gaps and need to create more, that’s when you can turn around and quickly search to see which websites own the top of the SERPs for those topics and draw inspiration (without copying them) for ways to fill the gaps with your own content and make decisions based on priority.

2.Optimize Site Architecture

Knowing where you stand with content and having a plan for filling gaps is the start, but won’t get you far before you realize you need to figure out how to organize the content.Balancing user experience, priority of product/service offerings, and topical keyword search volume (audience demand), build out your site hierarchy working top to bottom going from most general to most specific. As noted earlier, most sites are already built this way naturally.However, when SEO isn’t involved, site navigation and structure is often dictated by an internal ororganizational view of what we think is most important rather than what our prospects are searching for and how they are searching.We’re far from the days of targeting a keyword per page, but at the same time you can’t expect to rank for a wide range of topics and terms with a small set of pages and going in the direction of “less is more” when it comes to content.

3.Do Your On-Page Optimization

It is surprising to me how many SEO campaigns I have seen recently that have neglected the basics of on-page optimization.These SEO basics and best practices still apply.You have to go deeper than just trying to produce great content and organize it well top to bottom in the site.When you’re building context for the user and Google, you have to ensure proper categorization.The last thing I want is for pages on my site to provide a bad user experience.If a potential customer is searching for whiskey gifts for groomsmen in their wedding but don’t yet know what type of product they want and they end up landing on a specific whiskey barrel page that outranked the category page, they are more likely to bounce.My client is fine-tuning their tags and single on-page elements,knowing that the right small adjustment to a title tag could mean a lot in terms of improved position and that a higher click-through rate results in more conversions.

4.Don’t Forget the Rest of SEO

You don’t want to stop here and be short sighted in your approach though.It is important to remember the rest of your SEO strategy including aspects of “authority”that work together with the “relevancy” that you have built.When you have a balanced website and great content from top to bottom, you can now attract links to pages other than your homepage, utilizing off-page ranking strategies that are targeted to specific topics deeper within the site without worry of dilution or cannibalization, shifting the intent of a page in the determination of the search engines from one topic or subtopic to another.

Source:Searchenginejournal

Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.


  • July 18th, 2017
  • Posted by admin

Surviving And Thriving At An SEO Conference

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This is obviously a good question in and of itself, but it got me thinking about a larger issue search professionals often face:how people can make the most oftheir meetups and time together.Having attended SEO conferences since 2006, I’ve learned some strategies to use before and during conferences to help maximize my time while I’m there.Some of these strategies apply to meeting with peers, others to clients and prospective clients, and some to both. Whether you’re attending your first conference or just looking to improve your game, I hope you will find this advice useful.

Be prepared

The initial question about how to avoid an awkward silence is what got me thinking of this topic, as it implies that the person posing the question wasn’t going into the conference prepared.Generally, you’ll know in advance if clients and key industry peers will be attending the conference, so don’t wait until you’re there to figure out how to talk to them and what to talk to them about.Instead, prepare in advance via social media.Both of these are true. Yes, that person probably wants to talk shop with you, but they’ve got plenty of people doing that.The difference will come in the non-shop talk.Let’s say you’re talking to a prospective client; they will likely be talking to a half-dozen other people with offerings like yours.The difference will come in discussing their favorite sports team, a movie they’ve seen,or — one that I’ve found works well — a person they’re inspired by (like Dale Carnegie!).

Connect in advance

We talked above about using social media as a data-gathering tool, but it obviously is much more than that.Connecting with people you want to meet on social prior to an event is a valuable introduction.LinkedIn is an obvious go-to; Facebook is discouraged unless you actually have met.Twitter I’ve found to be probably the easiest way to engage others, as it’s a simple communication point that by its nature discourages pitching.Connect on LinkedIn to be sure, but follow them on Twitter, read their posts and comment when applicable.By connecting with others in advance, you’ll be gathering the data you need from our first discussion point above and allowing your prospect to get to know you in an open and welcome place.You’re showing interest in their activities, and by commenting, you’re showing you’ve read and thought about what they’re saying.I also recommend joining Facebook groups related to the conference you’re attending.This is a great way to interact with others who will be there and perhaps the people you want to meet.Even if this doesn’t connect you with the people you’re specifically interested in, it could provide other valuable contacts.

Use social media during the event, too
If they are, be sure to leverage that by tweeting about their session or replying to or retweeting their tweets.Once again, this is an easy and effective way to illustrate that you’re paying attention,interested in what they do and engaged with their work.We are marketers, after all.If we’re not engaging with the people we want to convert (even if that conversion is just meeting someone), then how good are we?

Look the part
There’s a quote from Socrates, “Be as you wish to appear.” It’s a great quote with a lot of truth, but for our purposes here, we can rephrase it as, “Appear as you wish to be.” I’m not saying,“Fake it until you make it,” as that’s a philosophy I loathe.But if you want to be taken seriously, it’s wise to dress the part.As a marketer, you know that a slight tweak in design can yield big increases in conversions — this is as true for you as it is for a website.If you’re there to meet clients, show them the respect of looking your best.If you’re meetingcolleagues you respect, do the same.

Self-care and time management
For the veterans in the crowd, you’ll know this might be the hardest part.You’re up early for the breakfast, in sessions and working all day, dinner and networking in the evening, and then undoubtedly you’ll be invited out for drinks after that — resulting in a 7 a.m. wake-up after a 2 a.m. bedtime.And that assumes you don’t have emails to power through.Let’s face it, you probably aren’t at your best after a few drinks on four or five hours of sleep, so pace yourself.There’s a lot of networking to do, and it’s better to leave a bit early (at a time when others probably won’t remember how witty you are anyway) and be your best the next day.It’s also crucial to get some time for yourself in between the various parts of the conference, whether it’s simply a quiet place to work uninterrupted (though that’s hardly “you time”), a chance to have a quiet coffee before the sessions start, or some time after the conference but before the evening’s activities.If you want to stay sharp, it’s often wise to take some time to unwind.And if you need to somehow justify it to those around you, then hit the fitness center and do some easy workout like a stationary biking, or make use of the sauna.

Be authentic
If you don’t know something, then be up front about it — mentioning, of course, that you specialize in something different.None of us can know everything (until Google plants a chip in our brains to access all human knowledge), so no one will begrudge you that.If it’s a client or prospective client, simply tell them it’s a good question and you’ll get back to them on it after you look into it or ask someone you trust.Of course, being yourself isn’t just about what you know, it’s about who you are.It’s about being authentic.We all want clients that are good fits, and that means they know who you are and want to work with you.While you want to be your best self at conferences, you should still ultimately be yourself.One can’t sustain being something they’re not indefinitely, so it’s better to simply make friends and clients that want to associate with you knowing who you are.

Conclusion
SEO conferences are a great way to make friends, find clients, meet people you respect, and even learn a great deal about an amazing subject from some amazing people.Take in the experience, and you’ll get even more than you might hope.If you’re not enjoying yourself, and you’re just checking off things to do like a shopping list, that’s going to come across.

Source:Searchengineland

Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.


  • July 17th, 2017
  • Posted by admin

Google begins rolling out messaging feature within Google My Business

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You can now message with your customers directly via your Google local panel in mobile search.

Google appears to be rolling out a messaging feature to Google My Business customers. Both Mike Blumenthal and @AnthonyCGuzman posted that they and their customers are starting to notice the feature within Google My Business. This is a feature Google began testing in November of last year.

Google has confirmed this is now fully rolling out to businesses in the US and I am personally able to test it on businesses that I have access to under my Google My Business account.

When you go to the Google My Business home page, you will see this new section for “Messaging” on the left and an option in the middle promoting it saying, “Message with customers.”

After you click on it the first time, you need to configure the mobile number of the Allo device you want it to connect to.

Then, after you verify the number, it lets you set up an autoreply to customers who use the feature:

Now, once it is set up, when someone sees your company’s local panel in mobile search, they will see a “message” icon, which they can click:

On iOS, it takes the customer to their native messaging app and lets them message the business:

Then the business owner gets a message in Allo or their native messaging app so they can respond:

Source:Searchengineland

Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.