Search engine marketing has shifted from being about optimization to user experience and quality of content. We’ll start by learning how to leverage Google Search Console to figure out where to focus efforts. Then we’ll go through a step-by-step process on how to build the best content for bringing in good, relevant traffic. And finally, we’ll discuss why a great user experience is a must for achieving results.
Checking under the hood: Auditing your website for a smooth ride
We often talk about websites the way we talk about cars. Are you driving a flashy sports car or a stable hatchback? And is yours a lemon, no matter how pretty the paint job? And if you just got one used, what’s going on under the hood? There’s a way to address these questions about your website, and it’s called a technical audit.
The vast majority of site owners live in fear of the day their site “breaks down.” Performing a site audit can ensure you understand the current state of your site, from the back end code level to the front end performance. It can also help you see potential problems when it comes time to add features (like that sweet audio system).
Attendees will learn the basic building blocks of performing a technical audit.
Leveraging Google Search Console and Google Analytics to its fullest for SEO
Google Search Console is a powerful and often an underutilized tool. When integrated with Google Analytics, it can provide actionable insight that will move the needle on the bottom line. There is a lot of SEO work that can be done, no matter what the site’s current status is. When looking to create a content and technical marketing plan, you need data to drive the ideas to create truly actionable insights.
Audience-Driven Content: Types & Tools to Get Better Leads
Capturing your ideal audience’s attention in an increasingly noisy online world is a challenge. As a business owner or marketer, you need to find a way to rise above the noise in an authentic manner to connect with your audience to increase leads and sales.
In this session, we’re going to discuss what it means to create content that connects. We’ll review hot content marketing tactics that will grow your reach and the necessary tools to have in place to turn warm leads into hot prospects. By the end of this session, you should be able to identify at least one area you can begin tapping into immediately to find greater content marketing success this year.
Key takeaways:
- The true recipe for SEO content success = audience-driven content + SEO + multichannel marketing
- The 5 truths behind successful content marketing
- 4 hot content marketing efforts that will connect you with your ideal audience
- The top items you need on your website to convert visitors to warm leads
Who this session is for:
You’ll want to have basic knowledge of copywriting, audience targeting and SEO to make the most of this session. You should already have a website in place to understand how the efforts we’ll discuss in this session tie back to your website and lead generation goals.