Last week, delegates joined our Paid Search, Display, and SEO seminar in Covent Garden’s h Club for an insightful afternoon led by industry experts from Found, Crafted, Browser Media, Edit, and Curated. They covered a range of topics from site speed and data to content and positive customer journeys, and we’ve provided a short summary of each of the afternoon’s talks.
It’s Time to Stop Treating SEO Like a Performance Channel
Sometimes the SEO we do as agencies doesn’t really work, and Found’s Head of SEO Hannah Thorpe explains her three main reasons as to why she thinks this is the case. She discusses how we treat SEO, whether or not it’s truly a performance channel, and whether it works or whether it’s dead, and provides a couple of stories that show how this happens in action.
The Need for Speed
Speed spans all areas of search – it’s not just about how fast the website is. Ian Miller, CEO at Crafted, explores what clients really want from their SEO, paid search, and display advertising. And what is the journey we want people to make to our websites? In this talk, Ian covers site speed, design speed, and user speed.
Using Data to Unleash Your SEO
Data can sound boring, but it can make a story more compelling and help build a brand’s authority. Browser Media Director Joe Friedlein discusses how you can use data as a tactic for creating content to engage people and provide a rich experience that meets their needs and speaks their language. He talks us through some theory, as well as case studies, and how we can collect data on various different budgets.
There’s More to Digital PR Than Links
Links are primary KPI – they’re one of the biggest ranking factors on Google, so we have to pay attention to them. However, Patricia Tothova, Digital PR Strategist at Edit, argues that we can get more out of our digital PR campaigns than just link building. She discusses how we can maximise the kind of link return we’re getting, and how to find a balance between link building and a wider PR reach.
Can’t We All Just Get Along? Let’s Stop Talking in Silos and Start Talking in Positive Customer Journeys
David Angus, Strategy Director at Curated, gives an insight into Curated’s view of digital marketing in 2020, and why their main priority is to make digital marketing a force for good, rather than just a vehicle for making money. He provides a commentary on what is wrong with channel marketing in 2020, and how we can start talking about positive customer journeys.
Watch all of the videos from the afternoon’s presentations here.