Great Event in London – The Modern Marketers in 2014

The Modern Marketers in 2014 Forum Sessions:

Managing and monitoring successful email campaigns

Constant Contact – Tamsin Fox-Davies

Email marketing continues to deliver extremely high ROI for your clients. However, email as a medium is changing, and you have to stay ahead of the game.

We’ll show you how marketers like you can use email to create and deliver effective campaigns and measure & monitor their results.

You’ll be taken through the key selling points for your clients, essentials for mobile, and the latest research findings from Constant Contact.

Smart Content Marketing

gShift – Krista LaRiviere

The lines between paid, owned and earned are quickly vanishing. Brands are now publishers as consumers interact with their web presence from countless devices.

Agencies have an opportunity to take the lead with Mobile Ready Content, as they drive the discoverability of brand content across search and social from any device in the buying cycle.

gShift will share:

Why search behavior is impacting brand discoverability

Using Keyword KlustersTM in the content creation process and the work around on Google’s Hummingbird algorithm change

How to use performance metrics to benchmark, measure and report on progress

Why it’s not about ‘more’ content, but ‘smarter’ content as you optimize your content inventory around audience needs

Designing & deploying winning PPC Optimisation strategies with Acquisio

Acquisio – Laurent Boninfante

Optimisation has always been instrumental to marketers’ ability to repeatedly deliver objectives. In an increasing productive driven environment, it is however vital to get it right first time around, learn from past experience and scale effectively. In this session, Laurent Boninfante, Managing Director of Acquisio EMEA will share with you tips and tricks to plan, deploy and measure the success of winning optimisation strategies. Using technology to scale optimisation, we will also review real life case studies showing the DOs and DON’Ts of optimisation.

 Your client’s social media strategy

Hootsuite – Rylan Holey

The rise of Social Business is seeing Social Media spread across the Enterprise. But does this make it more challenging to show Social Media ROI? We’ll show you what you can and should measure, including social media’s effects on your onsite conversions, and more importantly how social media contributes to your core business objectives.

SIC the new SEO

SIC the Definition

Today’s Wikipedia says:
“The Latin adverb sic (“thus”; in full: sic erat scriptum, “thus was it written”) added immediately after a quoted word or phrase (or a longer piece of text), indicates that the quotation has been transcribed exactly as found in the original source, complete with any erroneous spelling or other nonstandard presentation. The usual purpose is to inform the reader that any errors or apparent errors in the transcribed material do not arise from transcription errors, and the errors have been repeated intentionally, i.e., that they are reproduced exactly as set down by the original writer or printer. It may also be used as a form of ridicule or as a humorous comment, drawing attention to the original writer’s spelling mistakes or emphasizing his or her erroneous logic. Sic is generally placed inside square brackets, or in parentheses (round brackets), and traditionally in italic, as is customary when printing a foreign word.”

SEO the Definition

Today Wikipedia says: “SEO is the process of affecting the visibility of a website or a web page in a search engine’s “natural” or un-paid (“organic”) search results.  In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine’s users.  As a internet marketing strategy, SEO considers how search engines work, what people search for, the actual search terms or keywords typed into search engines and which search engines are preferred by their targeted audience.  Optimising a website may involve editing its content, html and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines.  Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic.”


Is the current SEO definition correct?

The answer is that all of the old criteria still apply but………. unless the viewed content meets the needs of people, they won’t stay on a website for very long or look at many pages.  When the search engines detect this, they will lower rankings.

In addition, Google’s has increased its efforts to identify and discount bought links – it’s key criteria for this being too many links from the same IP address, an unnatural ratio of different types of links or an unnatural ratio of different link anchor text.  They have even suggested that some links may be given negative ranking worth – this has panicked many and stories circulate of companies deliberately building negative value links to competitors websites.   Hopefully Google have heard these stories and discontinued allocating negative values to some links – if they ever did in practice 🙂

So How Can SIC be the next SEO?

Because Google is in the middle of making some fundamental changes in its search ranking algorithm and, at this time, Google is by far the most important search engine.
The top ranking criteria are now Social Influence and Content.

Before the recent search algorithm changes, Google hinted that it was aging the value of:

LINKS   The rise of social influence as a criteria is merely an extension of this to count independent mentions and independent sharing and treat them as more important than other links.

CONTENT   Therefore making it important to regularly add unique text-rich relevant content.
There is also the small matter of Google saying that they will be punishing over-optimisation.   Most people have assumed that this is totally about anchor text of external links, but I believe its application requires focus on individual search phrases (keywords) is changed to focus on a niche.

Why am I giving All of This Information Away?

Because the more companies understand how complex it is to gain high rankings the more will give their SEO business to agencies like my companies – WSI Thames and Living Streams.

The Future of SEO

Google says it makes more than a change a day to its ranking algorithm though few of these are major.  The point is that Google depends on search advertising revenues and these depend on people finding Google search to give the best results.  Therefore the best way to  gain and keep high rankings is to produce content that best meets the needs of the relevant searchers.