Time flies – just a few years ago we hardly had a tool or two for SEO needs, and now we are talking about tools classifications and platforms. SEO tools became its own ecosystem that require a knowledgeable navigator.
Christopher Hart is part of Linkdex – one of enterprise SEO software providers.
Notes from the event:
- Interesting – Chris mentioned the internal search as one of the primary tools – and it makes complete sense.
- The individual tools evolved into platforms with complete set of data
- Another interesting point: small businesses and large enterprises adopt marketing technologies similarly with the only difference of small businesses adopting social faster and large enterprises concentrating more on automation tools (what is understandable)
- SEO needs to change
- SEO started as exploiting search engines (no longer possible or makes sense)
- need to understand the audience
- need to appeal to the audience and make them advocates
- MOZ industry survey 2014 (conversions and content become more and more important)
- Social should be handled in house (“you are the only ones who remotely understands your business)
- SMO won over CTO on budget
- What changed in 2014: “gaming the system is no longer possible”
- Pay attention to Structured Data (this is important for the presentation, not ranking, but can affect the business)
- Ranking – “set of data to use to do something else” – in itself does not have a value as a target metric
- Book recommended – Managing Content Marketing (as content marketing is crucial …. for marketing 🙂 )
- Very interesting piece of material (think content marketing 😉 ), Digital Marketing Transit Map. The map shows connection to the major “hubs” in the industry and allow to see each individual line separately. The map truly looks similar to a subway map of any major European city. The map (as a piece of content) has enough calls to action on the page to make it beneficial for the creator 🙂