Resource Listings

You have a kick-ass keyword strategy. Like seriously, it could launch a NASA rocket, it's that good. You have the best 1099 local and international talent on your SEO team that working from home and an unlimited amount of free beard wax can buy. You have a super cool animal inspired company name like Sloth or Chinchilla that no one understands but the logo is AMAZING. You have all of this, yet, your client turnover rate is higher than Snoop Dog on an HBO Comedy Special. Why? You don't talk to your clients. As in, really communicate, teach them what you know, help them get it, really get it, talk to them. How do I know? I was you. The first five years of my agency we churned and burned through clients faster than Kim Kardashian can take a selfie. My mastermind group suggested we *proactively* set up and insist upon a monthly review meeting with every single client. It was a game changer and we immediately adopted the practice. Ten years later we have a 90% client retention rate and over 30 SEO clients on retainer.

At the end of 2017, we totally redesigned our company's blog. Why? Because it's not really a blog anymore - it's an evergreen collection of traffic and revenue-generating resources. The former design catered to a time-oriented strategy surfacing consistently new posts with short half-lives. That made sense when we started our blog in 2014. Today? Not so much.

You know it exists. You know what a citation is, and have a sense for the importance of accurate listings. But with personalization and localization playing an increasing role in every SERP, local can no longer be seen in its own silo — every search and social marketer should be honing their understanding. For that matter, it's also time for local search marketers to broaden the scope of their work.

When everyone else zags, the winners zig. As winners, while your 101+ competitors are trying to automate 'til the cows come home and split test their way to greatness‚ you're zigging. Whether you're B2B or B2C, you're marketing to humans. Real people. Homo sapiens. But where is the human element in the game plan? Quite simply, it has gone missing, which provides a window of opportunity for the smartest marketers. In this talk, Ashley Greene will provide a framework of simple user interview and survey techniques to build customer empathy and your "voice of customer" playbook. Using real examples from companies like Slack, Pinterest, Intercom, and Airbnb, this talk will help you uncover your customers' biggest problems and pain points; know what, when, and how your customers research (and Google!) a need you solve; and find new sources of information and influencers so you can unearth distribution channels and partnerships.

Answer boxes, voice search and a reduction in the number of results displayed sometimes all result in users spending more time in the SERPs, and less on our websites. But does that mean we should stop investing in SEO? Hannah Thorpe will cover what metrics we should now care about, and how strategies need to change.

Let's talk about local SEO without physical premises. Not the Google My Business kind — the kind of local SEO that job boards, house listing sites, and national delivery services have to reckon with. Should they have landing pages, for example, for "flower delivery in London?"This turns out to be a surprisingly nuanced issue: In some industries, businesses are ranking for local terms without a location-specific page, and in others local pages are absolutely essential. I've worked with clients across several industries on why these sorts of problems exist, and how to tackle them. How should you figure out whether you need these pages, how can you scale them and incorporate them in your site architecture, and how many should you have for what location types?

Everyone wants links and coverage from sites such as The New York Times, the Wall Street Journal, and the BBC, but very few achieve it. This is how we cracked it. Over and over.

Data-Driven Design (3D) is an actionable, evidence-based framework for creating websites and landing pages that will increase your leads, sales, and customers. In this session you’ll learn how to use the latest industry conversion data to inform copywriting and design decisions that impact conversions. Additionally, Oli Gardner will share a new methodology for prioritizing your marketing optimization that will show you which pages are awesome (leave them alone), which pages aren’t (massive ROI potential here), and help you develop a common language that your teams of marketers, designers, and copywriters can use to work better together to collectively increase your conversion rates.

If you want to write copy that converts, you need to get into your customers' heads. But how do you do that? How do you know which pain points you need to address, features customers care about, or benefits your audience need to hear? Marketers are sick and tired of hearing 'it depends.' Joel Klettke will give you a practical framework for writing customer-driven copy that any business can apply.