Our Digital Marketing Kit is jam-packed with knowledge of 15 gorgeous digital marketing experts. They gathered together online during Digital Olympus to share their powerful knowledge across all digital marketing topics. Every presentation is original and contains actionable advice that our listeners could put into practice right away. In case you missed something or just want to watch it again, below you’ll find all of the presentations. Enjoy!
Jill Quick: What the hell do users do on your site ¯\_(ツ)_/¯?
Google Tag Manager Events can really supercharge your understanding of what your customers are doing, because whilst it’s great to understand what pages people are looking at on your website, you really want to know what people are doing on your website, and for that you need to set up Event Tracking. In this talk, Jill shared her stories and a case study of a company that had no event tracking, what they did with it, and how it improved the bottom line.
Simon Penson: The Great Voice Race: How to Win with Content-Led SEO
Voice is the next key computing interface and as a result it offer unprecedented opportunity for growing market share. In this presentation, Simon looked at the strategy and tactics you can use to own the space for your business or brand.
- We ask questions differently, and intent changes, too. As we search, we are more likely to revert to ‘conversational'.
- Features snipped become ‘gold', but you have to be succinct to get them. — Local become s a hot topic, too.
- Understanding user journeys is the secret weapon
Aleyda Solis: The Ultimate SEO Guide for Successful Web Migrations
Web migrations don’t need to have a negative impact, you can always use them as growth opportunities. Not all web migrations are the same. It’s important to align the relevant SEO principles through the whole process, considering the migration type. Plan and test your migration before its execution.
During her presentation, Aleyda covered all of the steps you need to take to thoroughly plan and implement this tricky process. As for the execution, check if the 301 redirects have been properly carried out, and crawl the new web location. Look for the URLs that might be blocked. And for domain level migrations, submit it with Google’s Change of Address. As you’re through with this step, it’s time to optimise.
You might also interested in previous Aleyda’s preso Setting Up AMP for Success, find out more here.
Andrea D’Ottavio: How to get customers with zero ad spend using Instagram
- To kick off your customer acquisition campaign on instagram, Andrea recommends to start with buying an active account in the same niche and use it for your growth. To see if their followers are real people, use socialblade.com.
- Keep your bio clean and to the point. Add a link to a landing page.
- Design your feed, invest in great content and tell a story. Follow a posting schedule based on the time your users are most active. Create your own hashtag.
- Find your customers by researching your competitors.
- Use product stories to get free traffic to your site.
Murat Yatagan: Identifying whether your domain has been impacted by Panda or Penguin without using any paid tool in 15 minutes
The subject of Murat’s presentation is dedicated to clear-cut identification methods for following up on all leads concerning the impact of Google’s quality algorithm updates on websites. With these methods, you will not only be able to understand whether your site has been impacted by Google’s Panda and/or Penguin algorithms, but will be able to get to the root of the issue. That means you will learn what to look into to discover potential quality issues on your site. These methods do not require any paid SEO tools and they are considerably more time efficient.
- You need to implement Structured Data, not only because CTRs will increase and your pages will have a better organic visibility on SERP. But also because you’ll be able to do amazing analyses about your websites' overall quality in no time via basic tools and dashboards.
Gianluca Fiorelli: International SEO
In his talk during Digital Olympus, Gianluca presented a different point of view to International SEO based on 3 different case stories, which represent well how reality is not always what «best practices» tell us to do. For instance, how to target the world but being restrained by how the warehouses are located? Or, how to design the right International SEO strategy for a website that needs to fight dumping?
HREFLANG (what not to do):
- Don’t use self-referential hreflang annotation.
- Business: identify languages and countries that are bringing you traffic even if you’re not targeting them purposely.
- Change thelite’s architecture so that all transactional content can be geo targeted.
Lukasz Zelezny: The unconventional guide to research, optimize and share your content
- When optimizing your content, focus on: — Title Tag Modification; - Strong Tag; - ALT Tag; - IMG Filename; - Additional paragraphs) with text; - Headers modification H1 / H2 / H3; - Internal links with keyword rich anchor.
- When to use: — When you start working on organic performance — For websites with established history of rankings in SERPs — When you quickly need to prove that SEO is worth it.
- Deal with keywords that already rank well — Leverage quality traffic — Utilize multiple URLs — Deliver quick results.
Greg d’Aboville: Mobile lead generation strategies: how to get more from your mobile traffic
Mobile visitors offer an incredible business opportunity. They now represent a majority of the web traffic. However, there is a problem: converting smartphone visitors into leads proves continuously difficult because of UX and SEO challenges. Greg’s presentation will help you overcome these challenges using mobile-specific strategies such as bars, mobile-optimized popups and adapted forms.
- Mobile is too big to be ignored.
- Desktop lead generation techniques don’t work on mobile.
- Use mobile forms, mobile-optimized popups, call-to-actions.
Follow Greg on LinkedIn.
Hana Bednarova: Ideas are easy, execution is hard.
Hana focuses on turning her ideas into newsworthy content that gets published — receiving high-quality coverage and links. Hana believes that the main thing is to share our idea with those involved in creating a content piece, because someone else’s input can make your idea better. Then, turn your idea into several types of content. Whatever you do, you need to make sure you are not only offering your idea but the reason to publish it.
JJ Grice: What Makes A ‘Quality' Website: Understanding Google’s Search Quality Guidelines
2017 was packed with Google updates and ranking fluctuations — what do these changes mean in relation to site quality? In this session of Digital Olympus, JJ talked about why it’s important to carry out regular quality checks on your website and why link building is still important in relation to site quality. How to improve quality in 2018?
- Better manage indexed content
- Don’t ignore importance of links
- Understand user intent
- Use PPC to mine keywords
- Establish expertise
Mark Irvine: Advanced Audience Targeting — On and Off the SERP
- Target your ads and keywords for different demographics. Don’t rely on your instincts — trust data to see which demographics are best for your campaigns.
- Personalize your Ads for your audience
- Give them time (use Google Analytics Time Lag Report to determine how long users wait before they buy, or Path Length to determine how many times someone visits your site before converting).
- Use remarketing audiences to improve your campaign targeting. More engaged users on your site are more likely to later convert.
- All of your campaigns work best together. Leverage the same advanced targeting in your display and social campaigns in your search campaigns.
Ashley Plack: Scaling Your Digital Marketing Team
Growing your team increases your capabilities and your capacity, but can strain your culture. How can marketers develop their digital teams to maximize their impact without sacrificing the spirit of the team? In her discussion, Ashley focused on a strategically actionable framework for classifying the maturity of a digital team and tips for building the team with the big picture in mind. The root of the problem isn’t What Is Done, but Why It’s Done That Way. Scale your team: perform a culture audit, record, retain, and revisit your culture.
Yosef Silver: Unleashing the Power of Your Email Program: The Mistakes You Don’t Realize You’re Making
Email marketing automation has the potential to drive additional revenue, reclaim carts or drive more visitors to your website, but so many businesses are getting it all wrong. In Yosef’s experience, there are four primary areas most businesses can improve their email process and see results right away. They just don’t know where to look.
- Know your data such as your average open rate, CTR, revenue per email.
- People are forgetful. Do not offer an incentive on your first abandoned-cart email.
- Avoid words like «subscribe» or «join» that sound like a commitment.
- Opt-ins at checkout and contact forms are more likely to convert as they do not interrupt the user experience.
Joe Martinez: Using Google Tag Manager for Intent-Based Remarketing
- Start tracking user behaviour with GTM.
- Remarket to high-intent users first. Then expand reach.
- Change your ad message to connect with the user and the actions they took.
- Consumers expect relevance from retailers and brands.
- Intuitive product recommendations can make any message more relevant — if done right. But avoid using «just for you"subject lines
- Set the proper expectations.