Simplify your content, make it clear and concise. Provide extended examples and commentary. Think about brand and conversion value, not just SEO value (put this last and save the answer - SEO value first).
Structure the data and explain what content will be on the page. Have a simplified table to appear on the SERP. Seek clarity in your articles and help Google understand your content.
Earn your rankings. Google needs proof that you are the brand of choice. You need people to search for and click on your brand, especially your product name.
Google is taking a much more active role and is changing for consumers spain mobile phone numbers database not for websites, so we need to focus on consumers.
Data-Driven SEM and SEO Synergies
Nikolaj Mogensen
President of Quisma Denmark
There are 3 main factors to create synergy between SEO and SEM.
Higher quality score
You can use SEO to get a better Quality Score (QS) which will allow you to pay less on Google ads. QS is affected by the landing page experience. It is what determines good rankings. You can increase QS by working with SEO. So you can help each other by working together.
You’ll have higher CTRs when you’re visible in both paid and organic search results. Use the data you can get from Google Ads to prioritize which landing pages should be optimized first (those that save the most in QS).
Aligned search strategy. See which keywords you should invest in paid and organic - switch from organic to paid and vice versa. Connect Google Search Console data to Google Ads and look for opportunities in the data. Find out which of your purchased keywords you should also rank for organically. Also see which keywords you should be ranking for in Google Ads.
Place your branded keywords in the SEO and SEM mix. If you buy your branded search terms, you’ll save money by ranking organically, dominate the SERP, and protect your brand.
Off-Page SEO and Acquisition
Mattias Bergehed
Head of SEO, LeoVegas
Mattias talked about purchasing from a search intelligence perspective with examples from the UK. If you offer a wide variety of products or services, you need to figure out how to prioritize and which landing pages to optimize. Let’s take a product that offers great lifetime customer value and is easy to scale regardless of market.
The process starts with getting your keywords from Google Search Console and grouping your keywords. Then scan the search engines and look at your organic Share of Voice.
Learn which keywords to target based on data like search volume. Look at your competitors’ organic rankings and see how you compare and where you could grow in the future. Analyze your organic rankings report to better understand the market landscape.
Synergy between departments is another important aspect to note (for example, purchasing and technology department).
Survival Tips for the Future of Digital Marketing
Jon Alderson
Mad Scientist, Yoast
The gap between brands and platforms is widening. Most brands have transactional websites to accomplish a single task (e.g. buying a product). Most brands’ websites are cluttered and have poor user experience, but platforms are much more beautiful and stylish, and therefore the customer is willing to spend time there. There is a distinction because the user experience on platforms is better than on websites.
We are becoming increasingly dependent on paid advertising. We are spending money on paid advertising on these platforms. This model is not perfect because consumers don’t want ads and platforms don’t want users to leave. So platforms like Google want to keep users on their platforms. You need to build your brand value on these platforms where your customers are. Syndicated content can be a solution because you can put your content on the platforms for free. This creates a better user experience without ads. You need to adapt to be discoverable and to participate in the customer journey.
We need a new marketing model. The roles of content and brand websites need to shift from conversion to positively influencing brand preference and recall. An example of this could be them remembering a logo from a piece of content they saw on one of the platforms. You need to influence people much earlier in the purchasing process. The goal should not be to sell, but to make them remember you.
Marketing assumes that we can stop a potential customer somewhere in a micro-moment.
If systems are making decisions for me, some of these micro-moments where you reach out to me as a consumer are gone. Personal assistants are not going to replace all searches. But they are there because they eliminate bad fits.
Systems will use these 3 concepts to make decisions:
Availability (is your business open, close, or viable)
Sustainability (is the product good, is it right for you, is it cheap)
Implied Preference (is it ok with you)
According to this theory, you need to positively influence the mindset of the customer before they express a need. Influence inferential preference and optimize for experiences. Here we look at the Brand Currency Hierarchy – how do you feel about the brand?
Digital marketing should be modern marketing and consider the bigger picture.
SEO and Content Marketing
Andre Alpar
Investor and Digital Marketer Strategist
Everyone hates ads because ads are being pushed into marketing. A good example of this is the rise of browser-level ad blocking. Users will no longer accept push ads. Pull marketing should be more focused.
Search engines understand search intent and provide content for it. Content marketing has a strong impact on on-page SEO. Content creation is important, but don’t forget to promote your content. If your content is done right, it should work even if you’re a small company without a big budget.
Invest in high-quality content and understand the different types of content:
Transactional content (SEO)
Informative and Branding Content (SEO + content marketing)
Social content (content marketing)
When creating content, think about the purchasing process: attention, interest, desire, and action.
Essential, expert, and inspirational content are valuable at different stages of the process and have different levels of authority. Don’t forget to intensify and maintain engagement with existing customers with content.
Innovation and Digital Marketing
Grant Lingel
CEO, Neil Patel Digital Latin America
Whether you call it localization or internationalization, you can enter new digital markets using SEO. Understand who you are trying to reach and convince them to choose your product.
It’s easier to expand to places where there’s less competition and less saturation in the SERPs. Especially when expanding beyond English-speaking markets from an SEO perspective. In many cases, you can reach a larger audience than you would in your home market. Branded queries and trends will boost your overall rankings and increase your global branding and organic visibility.
Look for gaps in keywords that have a lot of traffic but low competition. These keywords may be different in different markets.
Use off-site SEO to get a buzz in major news outlets. Use your non-locality to your advantage to get a buzz in local news outlets and social media. Speak at local events and share your experiences abroad.
