Delphic Digital attended the annual C3 Conductor SEO Conference in NYC this past week to hear from industry leaders in Search Marketing and Optimization and to remain on the forefront of industry developments. As our field is increasing its face-time in meetings of C-Suite Executives, it’s on us on the ground to make it worth their time to discuss in the first place. Conductor’s C3 Conference was designed to provide both inspirational talking points, real-world implementation examples, and tips for digital marketers of all levels to give us marketers the tools to stay on the frontlines of search trends and marketing strategies.
Didn’t make it to the conference? Here’s our favorite sound bites and key takeaways.
1. The Art of SEO – “Whisper to the weird; don’t yell at the masses”
Best-selling author Seth Godin brought the conversation of Digital Marketing down to its roots. He urged us to touch the hearts and stay in the minds of our audiences online and create content that respects the individual. With an average attention span of 8 seconds, we must create messages that resonate immediately with our audience. Our goals should be to accurately define our audience with as much detail as possible, and then make available to them a story they are interested in, will remember, and would enjoy sharing with others.
2. Be Fearless + Create User Centric Content
We’ve all seen the “Priceless” commercials on TV and now VP of Global Digital Marketing at Mastercard, Adam Broitman, discussed how brands can plug into the conversations already happening online and bring value in order to stand apart from the crowd.
With the real world example of MasterCard’s “Love This City”, Adam discussed discovering the online trend of #lovethiscity and how MasterCard began developing helpful content that is engaging and inspiring even more engagement. This “top-of-the-funnel” engagement is useful for awareness building, keeping the brand relevant, and remaining at the forefront of current card holders’ minds.
3. Mobile Website Optimization, The Complete Guide
John Shehata, the Executive Director of Search & Social Media at ABC News (formerly at Disney) gave a power-hour of diagnostic tools, tips, and ideal optimization for the 3 commonly used forms of mobile websites – responsive, dedicated, and dynamically serving content. As access to websites on mobile devices has increased to 50% in some industries and is steadily increasing overall, ensuring that mobile sites can be found in mobile searches is important to do today. He’s even made his presentation and all references available online:
4. Where do SEO Services Begin and End?
Agency directors discussed the expanding integration of SEO into other digital realms. Because the presence of SEO and search marketing is continuously growing and overlapping with different mediums, the panel members entertained the idea of changing the title of Search Marketer into several titles that better represent the range of SEOs duties. Search Conductor, as an overseer of all departments (Kara Alcamo – Director of Search Marketing, R2Integrated) and Marketers, with a focus on digital (Jon Clark – Director of SEO, Razorfish) are a couple of examples.
To continue with this idea, Joel Breen, VP Search & Performance Marketing at AMP Agency, stated that every member of the media team at AMP is cross-trained in SEO. Very frequently, SEOs work with developers and copywriters, and all too often, the dev or writer carries out tasks, without understanding the reasoning or purpose behind them. For instance, why should a certain page have a noindex tag on it, or why do meta tags have length restrictions? Herndon Hasty, Director of SEO at iProspect, followed up, saying it’s funny to see SEO-savvy developers and copywriters taunting each other, gloating that their work generated a larger traffic increase.
Ray Rosti, Group VP of Search Marketing at Publicis Health Media made an interesting point about the ever-growing presence of hands-free devices. Now, with mobile personal assistants such as Siri, Dragon, and Cortana, we are able to have conversations with our mobile devices that are comparable to human interactions. But how do you optimize for that? If you ask your phone a question, it’s more beneficial to receive an answer, rather than a list of search results, especially if you’re driving (i.e. the Okay, Google commercial). How does the assistant decide what answer to serve up? What role does SEO play in optimization for this medium?
To Conductor, our Account Team, and those we’ve worked with at Conductor in the past, it was great to meet you and thanks for a great event!