Learn the Latest Trends in Next Generation Search
Check out these sessions from the 2-day track on Next Generation Search, or view the full agenda:
Tuesday, November 4
Panda, Penguin, Penalties and More: Staying on Top of Algorithm Updates
Are you overwhelmed by what seems like constant Google changes, worried about lost traffic, or just not sure if there are any worthwhile SEO "best practices" left?
Here's the good news: Updated SEO tactics give marketers more benefits and potential ROI than ever before. The challenge is not to navigate around each new algorithm, but to create an SEO strategy that is not at risk of penalties and will not be affected by (or could even benefit from) the next major update.
Join us to learn:
Diverse Paid Search Strategy Puts More Patients In Dr. Offices
Health care consumers want to find the information they need online-Chicago Style SEO and Advocate Health Care have partnered to create and execute digital paid search strategies to promote Advocate's physicians, Health eNews brand journalism website, and marketing campaigns to grow new patient appointments that increase ROI. This digital prescription is a potent mix of sophisticated use of nearly all AdWords products (search, Remarketing, RLSA, display...) as well as doses of Outbrain, Bing, and even Twitter.
Attend this session to:
Next-Generation Website Usability: How to Optimize Your Site for the Best User Experience
Is your website not getting the traffic you expected? Does your site have a high bounce rate and low engagement? This session provides step-by-step checklists and examples to help designers, developers, and other web professionals identify and fix site issues to ensure they're following best usability, user experience (UX), and findability best practices.
Improve Lead Quality to Increase ROI: Unclog Your Pipeline of Poor Leads
Learn how ABM generated more than a 3000% return on advertising spend by consolidating its marketing efforts internally and focusing on improving lead quality through tracking in marketing automation and CRM. The session will outline specific tactics to improve lead quality through organizational alignment, strict keyword targeting, ad testing, and competitor targeting.
Wednesday, November 5
Ad Optimization Best Practices: Create, Test, Convert
The difference between a PPC pro and someone who "runs some search campaigns" can be summed up in one word: Testing. A pro knows that testing is the only way to know for sure that a PPC campaign is working as hard as it can - and that results will steadily improve. This session will look at:
From PLAs to Shopping Campaigns: Hacking The New Product Search
Image-based product ads continue to grow at a strong pace, with advertisers shifting their attention and advertising dollars toward this next frontier in paid search. As consumers become accustomed to the immediacy and relevance of these highly-visual ads, expect Google to increase their prominence within search results.
Just in time for the holiday shopping season, learn practical tips to optimize your Google Shopping Campaigns, and maximize the ROI from this increasingly important channel. Key takeaways:
Assess, Diagnose, Fix: How to Become a Leading SEO Mechanic
Becoming a SEO "mechanic" means truly understanding how to analyze Organic data to perceive inefficiencies and problems in your SEO campaign. Beyond the assessment phase, you need to know how to quickly utilize the appropriate tools to discover what caused the Organic exposure breakdown and what is needed to get your online visibility up and running again.
Whether an issue arises from indexation, crawling inefficiencies, design issues, or over-optimization, you need to possess a diagnostic mindset to fix your SEO problems. Attend this session to learn:
Building Brand Authority through Quality Links, Content and Social
Social media is becoming the most direct way for marketers to reach an audience, but crossing the important line to influence and move consumers down the funnel is a constant challenge. Today's marketer knows that stepping on the social media stage doesn't just come with a spotlight; it's imperative to uncover the right place, the right time, and the right way.
This session discusses how marketers and brands can most effectively use social media to drive marketing strategy and boost the goals that mean most. Sub-topics include: