Session Previews 2023

Keyword research and competitive SERP analysis, two of the fundamental building blocks of SEO, haven’t changed much in the last 20 years. But on the SERP, things are a lot more complex than they were in the early days of SEO. If you’re a company competing for search traffic where results are localized to a searcher’s metro area or neighborhood, it’s time to build a smarter keyword taxonomy. And it’s time for your site architecture to reflect that taxonomy. In this session, David will share his framework for that smarter keyword taxonomy and site architecture. He’ll describe the process he uses to taxonomize keywords (including the degree of localization and their position in the funnel), and how the results of that taxonomy inform changes to site architecture and on-page optimization to increase customer acquisition.

In today’s session, Philipp Mainka, Director of Digital Marketing, will explain how zooplus managed to implement a marketing mix model and use it for dynamic budget allocation. They started by building their own model using Excel and then professionalized it. In this hands-on session we will take a closer look at adstock rates and saturation curves and the open source marketing mix modelling package from Meta Marketing Science.

When the world turns upside down, your industry is massively disrupted, or the chaos is intracompany, how do you pivot and grow, anyway? SEO to save the day! Explore SEO tactics that thrive in volatile environments, propelling the underdog forward or securing new markets for established businesses. Lindsay brings various case studies about opportunity spotting and quick pivots for big wins that go beyond the usual suspects and address the advanced SEO.

We all know how to optimize and tune our sites based on best practices and common sense. But do we really know how Google works behind the scenes? How does it decide what to crawl, index, and rank? How does it handle noindex documents? What can we learn from the leaked Google documents and the source code of Yandex, its Russian competitor? In this session, we will explore the inner workings of Google and uncover some of its secrets that can help us improve our SEO strategies.