#SESTO Day 2

SES Toronto has come and gone!

Here are my notes from Day 2 from some of my favourite speakers – already looking forward to next year!


SEO driving impactful content

Nathan Safran, Director of Research, Conductor, Inc. @nathan_safran

  • – Excellent content is now foundational to all online marketing
  • – “Have fantastic, interesting, useful content.” – Matt Cutts
  • – Content development is now the #1 goal for online marketers
  • – “The reports of my death have been greatly exaggerated” – SEO
  • – Quality content is the foundation of a SEO and social perspective
  • – Brands are publishers right now – be the best source of information in your industry
  • – Options: Educate and inform, entertain
  • – Slip your brand mentions in between the value add posts
  • – Industry influencers can help you identify what people want to know about
  • – Build content your audience will genuinely be interested in… do it repeatedly
  • – Idea – identify data sources in your industry that you can leverage that people don’t know about
  • – Idea – people love brainstorming new content ideas – find those people, buy them lunch
  • – It will take time to get ranked and to build an audience – don’t give up!
  • – Become a problem solver for your audience – what problems can you solve for them?


Putting your business on the map: Effective local search strategies

Steve Sherfy, Insights, GroupM Next @gmslocal

  • – Local is more than Google – they have a 40-45% market share for local search
  • – Average person uses 3 different sources to verify local searches
  • – They also look at very few results – they’re not going past the first page
  • – 47% of local searches is through smartphones
  • – 67% use search engines on mobile devices to find local business info
  • – Mobile search means immediate contact – they are looking for an answer right now
  • – 55% of conversions happen with an hour of a mobile search being made
  • – Steps to local success: localize your website & get mobile, claim & optimize google, have structured and unstructured citations
  • – Have you address information on the site – on the page and in the code – it has to match exactly with the local listing information
  • – If people are looking for you on their mobile devices, you need a mobile website
  • – Mobile websites rank better for mobile searches
  • – Optimize Google Places – use name, address, phone number, match with all your properties
  • – Optimize your categories and match them with your city name
  • – Add photos and seo optimize the name of the photos
  • – Get native Google reviews
  • – Citations across the ecosystem – structured – yahoo, 411.ca, hot frog, yp
  • – Unstructured citations – monster, coupons.com, Facebook, toronto classifieds, blog posts
  • – Facebook – create a locations page and create a child page for each location


Putting your business on the map: Effective local search strategies

Manish Patel, Founder & CEO, Where 2 Get It, Inc. @where2getit

  • – A general website isn’t enough to optimize for local search
  • – A brand needs local landing pages for each location, and local listings management
  • – “Make a web page for each store location” – Matt Cutts


Beyond engagement: Harnessing the power of B2B video marketing

Greg Jarboe, President & Co-founder, SEO-PR @gregjarboe

  • – Nobody cares about who you are, they care about themselves
  • – Create videos for them, not you
  • – Stop thinking about B2B campaigns and start thinking about engagement
  • – Optimization – ensure your videos reach the widest possible audience
  • – Programming – build a cohesive strategy and viewing experience
  • – Engagement – build a genuine community around your channel and what it stands for
  • – Tracking – Use YouTube Analytics to gather insights and enhance your results
  • – Promotion – Promote your content once it’s created
  • – Use YouTube keyword tool, YouTube search suggestions, and Google Trends
  • – Google Trends now gives you data from search trends in YouTube
  • – YouTube is the world’s second largest search engine
  • – Upload – write detailed and comprehensive metadata following keyword strategies and formatting then create and upload an eye-catching thumbnail that is high-resolution
  • – Publish – Annotate the video with community CTAs, subscribe button, and links to related content then set your new video as a video response to a popular and relevant video from your channel then add the fresh content to a relevant playlist on your channel
  • – Gone are the days when YouTube was just a place for one hit, viral videos
  • – Programming strategies – create content that is unique, compelling and entertaining or informative… captivate your viewers in the first 15 seconds, and keep them watching throughout the video… include specific calls to action in the video or through annotations… set a recurring schedule for your channel
  • – Engagement strategies – set up accounts and craft specific strategies for all social media sites that are important to your content and your audience… perform outreach to blogs, sites, and online communities for relevant videos… include viewer interaction in your videos through asking specific questions or featuring fans
  • – YouTube launched associated website annotations – you can now put a link in your video to your website

About the Author

I #Believe in entrepreneurs.

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