Murphy’s law definitely applies to SEO: things always go wrong at some point. You can’t make an omelette without breaking some eggs right?
We’ll take a look at the most common SEO disasters, why they happen and how they can be prevented.
Migrations are one of the most complicated processes in SEO. I will share tips on how to plan the migration to a JS framework and the issues you need to address to make sure that the search engines can crawl and index your website.
We’re at content saturation point with seemingly every brand in the Universe launching creative content campaigns. So cutting through the noise and being seen depends on a host of factors, including a solid idea. A poor ideas is the first step to utter content failure. So how does it happen and how do we make it stop? In this session, Stacey will talk us through how bad ideas are born, how we all convince ourselves our bad ideas are brilliant and, most importantly, how to have better ideas more consistently.
François will focus on crawl, indexing, ranking and AI principles. He will also show you a methodology to make you a winner and use the right data to embrace the age of Rankbrain.
The internet is host to a phenomenal amount of information. But it is, for the vast majority unstructured and very difficult for Google, Microsoft, Amazon et al to digest. To rise to the top you need to structure your content and make it easier for machines to understand. But how? I’ll tell you how to best leverage Schema, HTML5 tables, semantic HTML5, knowledge graphs (not just Google’s!)… and even share my secret “Hummingbird content recipe” 🙂
Quality Score (QS) is the most popular metric for advertisers and agencies alike to focus on because we’re constantly prompted to focus on it. From Google’s UI telling us that low QS is stopping us from appearing, to thought leaders using QS as benchmarks for success, it’s hard to remember quality score is simply a report card on how the account is performing. Advertisers and agencies alike think they need to pause low quality score terms, even if they are converting.
The result: account structure strategies that are time consuming and inefficient (single keyword ad groups), low search volume keywords clogging up campaigns because they have a good quality score, and other well-intended structure choices that lead to wasted spend.
In this data driven power session we will:
Review common reasons that quality score may never hit that highly sought after 10/10 including industry search volume and bid to budget issues that prevent advertisers from ranking high enough to get a good click through rate which leads to good quality score.
The metrics to focus on including impression share, bid to budget ratios, and conversion rate/cost.
Data around why quality score should be treated as a byproduct of healthy account structure, rather than the path to it.
Attendees will be challenged in this session to rethink how they manage and will leave empowered to chase profit instead of Google’s goodwill, as well as the action plan on how to make the most of their ad spend. This topic is a common topic for our customers and will be applicable to advertisers and agencies alike.