SEO Meetup – MN Search Summit Debrief

Search

The office building where the event met had the most spectacular view!

A few notes from the sessions I missed during the conference:

  • Local Search: important to have at least 5 reviews with Google
  • Local Search: Yelp reviews matter only if the person is the active member of the community (well-meaning uncle who is not using Yelp won’t be as helpful ūüėČ
  • Link Building: anything you can scale easily does not work
  • Link Building: avoid over-optimizing anchor text
  • Link Building: getting links is similar to sales job – industry is moving to paying commission on acquired links

link

 

Content editorial calendar template – year view and month view – Free, Excel

calendar

 

Mobile Twin Cities – Metrics Driven UX

nativexRob Weber from Native X presented a very insightful overview of  Metrics Driven UX used in the computer games.  As a person who does not play games, it was interesting to see how principles and metrics in computer games similar to a typical b-to-b lead generation effort.  The subject is the same Рhuman being.

UX Design Principles:

  • Association (is your game character in front of the bar or in front of the church?)
  • Color and contrast
  • Eyes and gaze direction (eyes attract attention)
  • Movement and animation (a little bit OK, too much results in decrease in conversion)
  • Lines and encapsulation (very dear to a b-to-b marketer’s heart ūüėČ )
  • Native design (making sure the game looks like it is native part of the device)

ctr-2

Just as in b-to-b marketing, limited time and additional incentive helps conversion.

ctr

Interesting point: 30% of people never go to the app (a game!!) after downloading it. ¬†It is important to encourage the first game… Emphasis is given to “on-boarding” – teaching people how to play and making the process of learning easy and entertaining (part of the game).

Angry Bird tutorial – looks like a game itself and very easy to use.

tutorial

In-game ads (promoting download of another game) can be align to the emotion of the moment: if the character died, the ad is different comparing to the situation when the character is winning.

Symbols help as action buttons compared to text. ¬†Interesting, would it work in b-to-b? ¬†Even if there is a possibility that literacy level of the b-to-b audience is higher… ¬†we all are still human ūüėČ

Game promotions sometimes place price on the button (obviously, not a good idea).

Games: more time is spent in mobile apps than mobile web.  In many cases, game developers gave up on HTML5 because of performance issues.

Successful games use minimalistic design. ¬†In general “it is more important what you cut out of your app than live in your app.”

Curious: in the East, strategy games represent 30% Р40% of the market, in the West only 10%.  Strategy games is a premium product for which people are willing to pay more.

Speaker mentioned App Loyalty by Application Category¬† (rather sad to see business apps not as popular as we would wish…)

loyalty