SMX Advanced
The Reader’s Digest Version!
Prepared by: Zach Doty
What’s Up?
• Zach Doty• Digital Media Specialist• Forthea Interactive• Love the outdoors
– (and digital marketing)
@forthea@zldoty
Why Conferences + SMX?
• “If you don’t focus on professional development, you won’t be remarkable in five years.”
• SMX Advanced = blend of tactics and thought leadership
@forthea@zldoty
Focus Areas
• Search Engine Optimization (SEO)
• Performance (Paid) Media
• Content and Conversions
@forthea@zldoty
SEO: Managing Complexity
• Time with Matt Cutts
• New success metrics
• Rich data
@forthea@zldoty
A Fireside Chat: Matt Cutts
• Web spam spokesperson
@forthea@zldoty
A Fireside Chat: Matt Cutts
• Mobile, mobile, mobile!• Technical cleanup
• User experience
@forthea@zldoty
New Success Metrics
• Old news: (not provided)
• Old problem: proving results@forthea@zldoty
New Different Success Metrics
• A balanced approach:
• Return on Investmento ((Revenue – Spend) / Spend) * 100
• Cost per Lead Acquisitiono (Spend / Conversions)
@forthea@zldoty
Structured Data
• Volatile applications in the SERPs– (See also: Google Pigeon)
• Searches and Transactions may now take place without ever seeing blue links.
• Just because rich data isn’t used now, doesn’t mean it won’t be used later.
@forthea@zldoty
SEO: The Bottom Line
• Google’s capabilities have vastly advanced, at increasing rates.
• Are you keeping up?
@forthea@zldoty
Spare Parts
• Pace your monthly budgets– You can win big in the last week, when
competitor budgets have expired.
• Website testing: rebuild your website every few weeks– Inspectlet.com: Free* heat mapping tool
@forthea@zldoty
Wrap Up
• Managing “internal” complexity in your work
• Communicating “external” simplicity to decision makers.
• “Mobile is coming faster than you realize.”
@forthea@zldoty
