Note from Ann: SMX Advanced 2010 London was quite some time ago but I found this article an awesome report – especially useful for those who couldn’t make it to the event. Enjoy!
Since 2007 London has already hosted three SMX conferences of general level, and perhaps, organizers thought the audience had at last got ready for more serious event – Search Marketing Expo Advanced conference, and we want to bring a report about this event to your notice.
- SEO Ranking Factors In 2010
- Amazing New PPC Tactics
- Link building outside of The Box
- Keyword Research: Beyond The Ordinary
This time event took part at comfy halls of Grand Connaught Rooms, not far from Kingsway (Soho district).
The organizers have divided all the reports into two streams: Advanced Organic Track (search engine optimization) and Advanced Paid Search Track (PPC management) on the first day, and Social Media Track (social networks marketing) and Analytics & Conversion Track (web analytics and conversion) on the second day.
Of all famous personals and companies, whose reports were presented during the event, we consider necessary to mark out Rand Fishkin (SEOMoz), Dixon Jones (Majestic SEO), Rob Shepherd ( Ask Jeeves), Barry Lloyd (Unica), Tom Jones (iCrossing), guests from Google, Microsoft, Yahoo!, Facebook, comScore, 97floor and others.
Before the beginning of the conference, during salutatory coffee, a master-class from Andrew Davis (Utalk Marketing, former Myspace) took place in a specially equipped place in the main hall. Master-class was named “Using analytical techniques to improve your ROI”, and its subject was using instruments of analysis in order to increase conversion.
During his master-class Andrew shared several interesting ideas about processing data in MS Excel, particularly he demonstrated abilities of Pivot Tables in Excel 2007 for quick report building.
One of interesting and quickly implementable ideas is using “Concatenate” function in Excel (i.e. =E3&”?utm_source=”&B3&”&utm_medium=cpc&utm_campaign=”&C3&”-”&D3) for quick automated campaigns marking in PPC systems to track them in Google Analytics up to keywords level.
As a result, it’s possible to quickly mark huge number of links for PPC and to see conversions up to a keywords level.
Besides, Andy told a little about statistical accuracies calculation. In many niches it’s difficult to gather number of conversions needed to conclude believability of gathered data.
In this case you may divide queries by semantic attribute and analyze these groups of queries separately.
SEO Ranking Factors In 2010
After greetings, the participants have dispersed to their sections; the majority took their steps to SEO Ranking Factors In 2010 section. Rand Fishkin (SEOMoz) was the first man to speak.
Some interesting moments from Rand’s report:
During their development, search engines have evolved to more detailed link accounting, as the user differently perceives different types of hyperlinks (footer/header/content/menu/sidebar/images…).
Recommendation: the best are links inside main content. Exactly they are mostly needed.
Also, Rand expressed his confidence in a fact that “Twitter matters” – in other words, undulating increase of twits mentioning one or another page/subject, finds its reflection on search engine result pages.
It’s quite possible that brand names mentioned in twits are accounted like hyperlinks.
Besides, Rand demonstrated evidence about correlation between keyword’s position in Title meta tag and its influence on rankings for this keyword.
Tags H1-H4 are rather inessential for ranking.
Other page factors – keyword presence in ALT tag is also more essential than its presence in the text, but anyway it is not so important.
Also, to get texts that will completely match your target queries, Rand recommends using search engines’ data about semantic relations, for example, Google Wonder Wheel.
Generally, it was very, very meaty report.
After Rand there was a report by Rob Carrey (Ayima, Australia).