SearchLove London 2012: Talking Points

On 30th of October our team visited SearchLove London 2012, an annual conference that covers a wide range of topics related to SEO and digital marketing in general. Mostly the reports were on SMM, content marketing, quality product, website and branding.
Preparing the article we decided to skip boring follow-up text and leave it as a set of the talking points.

Content Marketing

• Content Marketing + SMM + RCS (Real Company Stuff) + Quality Website + Quality Product = HAPPINESS.
• If you want good links and social signals, give a high-quality content.
• Nothing to write about? Write Reviews and Top Ten’s. Share not only success stories but also failures.
• Graphic presentation is better than textual, interactive graphics is better than static.
• Video works better for material products. Funny videos are a great tool of brand promotion.
• Posting infographics is a simple way to convey the most important in your content.

SMM

• Social signals can do as much for site rank as the quality links.
• Facebook Retargeting is a good instrument for cooperating with those who already have a retargeting audience.
• Personalize everything: website, emails, etc. Encourage people to communicate with you.
• RCS (Real Company Stuff) is an interaction with the audience targeted on maximum publicity and communication. Develop your brand, talk about yourself, avoid artificial methods and spam.

Quality Product/Quality website

• Speed, usability, quality content, intuitive navigation and engaging content make your business successful. When you work on conversion, don’t think of those who buy from you, but of those who don’t.
• Google has a huge statistics on user behavior via Chrome, tool bars, Android, Google Analytics, etc. It sees where users stay and where they return.
• In local search the reviews have been the major ranking factor.
• Traffic purchase results in bad efficiency.
• Quality product gives opportunity to develop brand, enhance customer loyalty and get good recommendations. Visitor who’ll come to your site through someone’s recommendation knowing that your are a brand is likely to place an order.

Organic Search/Local Search

• In SEO agencies a common team consists of content manager, SMM specialist and a link builder and has a minimum budget of £1.5K.
• About 30-50% of all searches are local. This year Google had a very important Venice update that localized organic results on broad search queries.
• Co-citation is a very important factor that helps sites get top positions due to the fact that people talk about them.