Agenda

Choose Your Time Zone:
New York
London
Berlin
Delhi

Alexandra Tachalova

Welcome to Digital Olympus

SEO has taken recently a more scientific approach but we still hear terrible mistakes. With all the datasources at our fingertips like Logs, GSC data we can take the right decisions and stop going where the wind blows. From payload to internal linking structure through content analysis I will explain how Google is behaving, how it is mapping your website and will demystify the importance of some factors. You’ll takeaway how to spot what are the ranking factors that really matter for your website and how to get very quick wins.

How I use military concepts and tactics to achieve our search engine objectives, while minimising the risk which our competitors represent.
Plan an SEO project like a military operation.
Identify and exploit competitor weakness.
Gain the initiative on a motivated opponent.
Use deception tactics to misdirect competitors who are watching.
Predict and mitigate the most likely/most dangerous reactions of competitors.

Heavenly Reporting – Reporting to the Gods, Like a God

We all know that we should be data driven, heck, it shouldn’t just be another buzzword though! But when you are looking into a hades full of numbers, it’s pretty difficult to figure out how you turn these data points into insights for your company’s growth. Really hard.

This talk dives into the deep dark tangle of Google Analytics, as there are a few kinks and quirks that may just be giving you the wrong numbers or insights when it comes to working out how well your marketing and website is doing.

You will walk away knowing god-worthy things, like:

How GA defines users and sessions and what impact that has on reports, in particular conversion and segmented data

Get more bang for your buck, tips and tricks on how to fully utilise the features available in GA to make reporting easier

How to use UX techniques to build better dashboards for your stakeholders

GDPR isn’t the end of email marketing, it is the beginning and I will show you why and how you can truly engage your email marketing list.

John Morabito

Panel discussion: SEO ranking factors panel

Jan-Willem Bobbink

Panel discussion: SEO ranking factors

Lukasz Zelezny

Panel discussion: SEO ranking factors

– A quick overview of Graph theory
– A knowledge graph = Entities with characteristics and relationships (Graph theory uses the terms Nodes, attributes and relationships).
– Not only Google – Amazon, Microsoft, IBM (and a few others) have their own knowledge graphs
– Schema Markup in the context of Graph Theory
– I’ll end by sharing tips and tricks about how you can get into these Knowledge Graphs

Break

Technology should be accessible for everyone. Voice search should help those who may have accessibility issues connect to to the internet and to others online but there is minimal data to show this. SEO Jo Blogs will share some of the stats from her survey and encourages you to take part in how voice search can be accessible for all people.

Branding approaches that are typically taught in books and universities are designed for corporations and startups. Unfortunately, they don’t work so well for service oriented businesses, such as creative agencies and freelancers. Marketing consultants need to pay attention to these differences when managing other people’s brands, as well as maintaining their own brand.

Today’s consumers are well educated and have more options at their fingertips than ever. They can smell manipulation and dishonesty from a mile away.

Businesses need to change their approach to branding and marketing if they want to grow a loyal audience.
Human centered branding excels where corporate and personal branding both fall short. In this talk, you’ll get practical tips on how to grow a relationship-focused business and connect with your clients on a deeper level. And if your clients are service based businesses as well, you’ll learn an indispensable framework that will transform your approach to marketing.

Multi-location brands have many elements to consider when managing their local online presence in Google, Bing, Facebook, AppleMaps and more.

I will be talking about Facebook for multi-location brands and how local customers interact with them.
Although most brands manage their FB brand page, many brands with a local physical presence do not realise that their customers are checking into unbranded and unmanaged local Facebook pages.
I will share examples and strategies to manage and leverage multiple Facebook location pages.

This will be of interest to:

  • High-street retailers
  • Restaurants and hospitality
  • Places of interest
  • Concession brands
  • Franchise

Audience targeting continues to flourish across social network ads. And paid search, programmatic, and display channels are getting in on the audience targeting game. But are advertisers taking full advantage of this targeting by crafting ad copy that is more personalized to these ever more detailed audiences? And who has the time to run multiple ad copy tests with our busy schedules?
Thankfully, there are tools for that – and we’ll review them in this talk!

In this session, you will learn:

  • Tools and time-saving tricks to quickly craft your ad copy to speak to increasingly fragmented audiences.
  • We’ll review ad copy grown from 1st party data like email lists and customer surveys, as well as ad copy written for more general audience profiles provided by the ad networks (Google’s In-Market Audiences and Facebook interests, for example.)
  • We’ll learn the nuances by channel: What catches a user’s attention and what users would like to see based on a their familiarity (or lack thereof) with your brand, the user’s path to purchase level in the funnel, and previous engagements with your ads or website.
  • You’ll also learn about the ever-changing technology behind A/B testing.
  • Google and Facebook both provide split testing tools and we will review their key features as well as other in-the-weeds ad copy automation tools.

We’ll uncover how to save time and how to learn from machine-written ads without sacrificing brand voice or a positive user experience with your ads!

Deepak Shukla

Panel discussion: Overlooked ways of acquiring traffic

Dido Grigorov

Panel discussion: Overlooked ways of acquiring traffic

Andy Crestodina

Panel discussion: Overlooked ways of acquiring traffic

My presentation will go into 3 ways companies/marketers can optimize for voice search, including local SEO tips, conversational queries, and mobile optimization. My aim is to give the audience key takeaways and actionable recommendations to take back and apply to their companies/sites.

There are many ways to leverage your content and promote it through paid ads and PPC. In this session, we will discuss 5 creative ways to boost your existing content with current advertising or by creating new campaigns to reach your content marketing goals.

Gianpaolo Lorusso

Panel Discussion: Advertising Analytics 2.0

Gil Gildner

Panel Discussion: Advertising Analytics 2.0

Emma Franks

Panel Discussion: Advertising Analytics 2.0

Google Search Console, a critical tool for all aspects related to website health, has seen a number of recent updates in both aesthetics and functionality. One such update is the addition of the Index Coverage Report, a tool that assists webmasters and SEO experts in ensuring that pages are appropriately crawled and indexed by Google. This report replaces the Crawl Errors and Index Status Report from the earlier version of GSC.

This presentation will outline the updates to the tool and how you can leverage it to ensure your most important pages are crawled and indexed — and your unimportant pages are not.

Wouldn’t it be great to take a whole month off from creating new content? What if I told you that’s possible? What if I showed you exactly how?

That’s what this session is all about! Buckle in and get ready to learn how you can be a content producing machine, without having to actually produce any new content.

In this session, we will look at the different ways businesses have reused content and the results that have stemmed from doing so. We’ll also run a full content audit to learn what the best types of content to reuse are and the very important rules to follow when reusing your content.

Once you’ve gained a deeper understanding of reusable content strategies, we’ll then analyze how to measure the effectiveness of this recycled content and which tools will best help us find ROI.

You can expect to walk out of this content session with a strategy plan to take back to your office with on how to reuse your content at low costs and achieve high ROI… and take a month off.

 

Content is King! That’s what everyone seems to be saying about SEO these days and, of course, in many ways they are right. But… What content should you be creating? Google wants sites that provide answers, but what are the questions? Stephan’s session will explore how to find the words and phrases people are searching for, how valuable each of those terms is, how to understand what your customer is “really” looking for, and how to strategize for success.

The content game gets more and more competitive, but everybody still follows the same process to create content. That doesn’t make sense! I introduce an alternative to the old boring keyword research process: problem-driven content! In my presentation, I show how to find original content ideas for SEO and Social, use Google SERP features to identify user intent at scale, and how to create content that stands out.