SMX London – Converting Paid Traffic & Search Engine Stats

Analysing and Converting Paid Traffic

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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.

New Marketing Fundamentals by Brian Fetherstonhaugh at SMX London 09

Brian Fetherstonhaugh, Chairman and CEO—OgilvyOne Worldwide

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Once again SMX London was held at the rather grand New Connaught Rooms in Covent Garden. Unlike the typical chilly days of last November Spring was in the air and to begin the conference Brian Fetherstonhaugh of OgilvyOne took to the stage in front of a packed conference hall to deliver his keynote.

Brian began with addressing the concept that search was the holy grail of marketing. And even more so in a time of recession—the industry itself was still growing at a rate of 10-20% a year! He then told attendees that whilst OgilvyOne had worked with some top brands including American Express, Sears, Ford, Shell, Barbie, Pond’s, Dove and more. But as Brian pointed out, David Ogilvy was kind of crazy! “He was an “interesting and nutty guy”.

SEO, Usability & 15 Stupid Things You Can Do to Your Website – SMX West

Michael Stebbins—Market Motive

Whilst not technically a session I was fortunate enough to hear Michael Stebbins of Market Motive present a little mini-presentation in the Expo hall, which grabbed a lot of people’s attention. I was away from my laptop but managed to type up notes on my iPhone.

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His presentation was titled: 15 stupid things you can do to your website:

1. Using lots of JavaScript menus so search engines can’t crawl your website properly.

2. Using stupid keywords—ones that are too competitive or no one is searching for. Michael suggested picking mid-range keywords and work your way up.

Optimising Images for Search Engines – SMX West

The following is a special report from SMX West 2009.

Peter Linsley—Google

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First up Peter Linsley of Google ran through some of the concepts behind Google images and also factors that may influence ranking of images on Google which included some of the following:

  • Number of referring sites—so whether the image is used on more than one website is a key metric in Google’s ranking Algorithm.
  • The text around the image and the kind of words contained is also a factor taken into account by Google.
  • Also placement of image—and whether it is above the fold

Peter also suggested that other dynamic features were in play. For example can a user comment on the image via a comments box? Or whether the image could be rated somehow.

Legally Speaking – Legal Stuff for SEMs – SMX West

A session on the legal aspects of search and domains was an interesting addition to this years’ agenda. Moderated by Sarah Bird and featuring a selection of legal experts, a range of topics relating to search and affiliate marketing were placed under scrutiny.

Travis Crabtree – Looper Reed & McGraw, P.C

First up was Travis Crabtree. Travis outlined the 2 key criteria that must exist for a case to exist in respect to ‘misuse of Trademarks’. Those two things were either a use in commerce must occur, or that there must be consumer confusion. However differences did exist between California courts and those of New York.

SMX London Part 5 – Understanding the Needs of a Searcher

(GSINC‘s Gareth Davies couldn’t resist the lure of SMX London and took excellent notes while he was there. Part 1, Part 2, Part 3, Part 4)
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Understanding the needs of a searcher
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On the morning of day two I made my way to the first session of the day. The first person up to speak to us was Gord Hotchkiss from Enquiro. Gord had a charismatic style and even though it was first thing in the morning, he knew how to engage his audience.

SMX London 2007 Conference Notes: Part 1

(GSINC‘s Gareth Davies couldn’t resist the lure of SMX London and took excellent notes while he was there. Part 1, Part 2, Part 3, Part 4)

On the morning of Nov 15th I headed down to the inaugural SMX in London held at the Hilton Metropole. The night before I had the rather dubious honour of staying in a cheap Bayswater hotel that had no internet connection, subsidence and only served up two thin pieces of cheese and bread for breakfast. So it was a joy to walk into the rather upmarket Hilton Metropole (and I vowed never to skimp on hotels again).