35 Killer Tips from London SES 2011

SES GraphicThis year London SES was held at the Queen Elizabeth conference centre in Westminster. The London show attracted attendees from all over the UK, Europe and Asia making SES a hub for both European and international SEOs. The 2011 event showcased some excellent speakers who covered a range of topics from link building to conversions.

Here are our 35 top tips from the London show.

1. Content Marketing:

Lee Odden at London SES

“You need to understand what your customers want. What do they want to consume? What do they want to learn from or share?”
Lee Odden – www.toprankblog.com

“Rich content can open doors for influencing customers and clients, it can draw in business, attract talent and save costs on recruitment. It can also make money from marketing partners”
Lee Odden

SMX London – Converting Paid Traffic & Search Engine Stats

Analysing and Converting Paid Traffic

paid-traffic-andy

Andy Atkins-Krüger – WebCertain

In his session Andy looked at the range of ways both a PPC and organic SEO a campaign could be broken down to measure how effective each stage was performing. Aspects such as number of visits, pages views, dwell time and bounce rate were all seen as important elements to measure.

Andy also suggested that rather than take the traditional approach of looking to only improve the final stage of the shopping funnel (i.e. optimising the buy page) improving who gets onto the website in the first instance was equally important.

So to recap, whilst people typically look to the shopping cart for initial conversion improvement—Andy advocated starting at the other end of the chain and at keywords.