Searchlove San Diego 2017 Highlights

search marketing conference

We found our favourite conference. SearchLove San Diego was on point with speakers, tips and actionable tactics for technical search marketers. Also, and I cannot say this loud enough….it’s at a beach resort in San Diego in February!

Here’s a few of our favourite presenters and takeaways.

 

Larry Kim

This was one of my favourite talks of the conference. Larry took a look at quality in content marketing and how click rates influence organic position, decrease paid costs, and give you something to use for years. The payoffs of high-engagement content are huge.

One of his big points was about how one piece of content can sometimes do more than all of your other pieces combined. In the slide below, you can see how one of Inc’s pieces of content flourished while all of its others were left floundering. We’ve seen this a lot with heavy content sites and draws the conclusion that the ideal strategy should be to find the few winners, rather than think all of your content pieces will be winners.

 

Wil Reynolds

Wil is well known in the SEO world for being complete fire and he didn’t disappoint.

He focused on how digital marketers consistently throw users into buckets rather than treating them like humans. Ranking for keywords doesn’t matter much if you can’t match the user’s intent with what you have. Match psychology and decision making. SEOs should be marketing using emotions, not just click rates.

He put emphasis on visiting where your clients or customers are. Talk to them, understand them, and see what their real life pain points are. Then you’ll be able to understand how to fix them by giving them what they need online. Relying on search volume won’t solve human problems.

Further to the point of intent – if Google puts an image in the results that should be a trigger that people don’t understand the product or service. His example of how people looking for “cloud computing” are bidding extremely high on the search term, but the fact that Google is putting images in the results means that people are looking for definitions, not to buy something.

 

Rob Bucci

Rob’s the best. He runs the keyword ranking software STAT in Vancouver. His talk surrounded the research he did on consumer intent and where Google will place you based on that intent. Whether it’s informational, commercial or transactional. The results were fantastic and one of his slides summed it up nicely:

“Intent beats identity. Immediacy beats loyalty. “

There’s waaaay too much to mention here so I recommend requesting and going through the slides here if you’re a search marketer: Using Search Intent to Connect with Consumers.

 

Rand Fishkin

Rand’s been a long time supporter of 10x content. The idea is, in essence to stop churning out cheap and fast blog content and focus your attention on building stronger pieces that will get attention and last. It’s an ROI-positive method that I’ve been supporting for years.

His presentation focused on great examples of 10x content, along with some that have completely missed out because they ignored SEO. A little keyword research goes a long way.

 

Annie Cushing

She is famous for having extremely actionable talks around analytics. If she talks at a conference you’re attending, you get your money’s worth.

Here’s a few of the big takeaways:

  1. Always use “site down” notifiers such as downnotifier.com
  2. Configure a few Analytics custom alerts in case of traffic drops or your site isn’t working
  3. Configure more of those custom Analytics dashboards that make sense for your business
  4. There’s low cost dashboards that take in several external data such as cyfe.com

 

Greg Gifford

Greg spends his days pushing local rankings for car dealers in the US. His presentation was around genuinely strong tips for local SEO. It was refreshing to hear tactics around hyper local targeting. Many of his tips debunked what industry experts recommend. For example, he suggests local links with low authority might actually be better than high authority links with no specific location attached.

Greg also dropped some Facebook ad tips like throwing a bit of budget at ads with tight a tight geo radius. That way you can advertise at an NFL game for $100.

 

Ross Simmonds

Ross’ talk was great because it centred around real examples of big success. His Instagram account currently sits at 114k followers. It’s nice to see someone talk about action and then show exactly how well it did. The takeaway from this was to market your content like a scientist: experiment, experiment, experiment.

 

Tom Capper

This may have been the most important talk of the entire conference. Tom had a really strong argument of how influential inbound links are, which several presenters debated. A lot of campaigns are driven only to acquire links, and Tom’s research found that they’re important, possibly important, or not at all. Crucial information for those of us SEOs that are digging for links day in, day out.

 

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Josh Loewen

Co-founder at The Status Bureau
15 year veteran of SEO / SEM / Analytics, Vancouverite, Juventus supporter, family man.
February 28, 2017
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