COPENHAGEN

2 days / 15 talks
Awesome and great blog

January 25-27

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When we talk about search marketing, we often talk in terms of Google’s methods. Google currently takes 90% of the search market, and is one of the most popular websites in Ireland and UK.

This means that the majority of your customers will be regular Google users, and most of the visitors to your site will find you through their search facilities. To put this in perspective – Google now processes over 63,000 search queries every second on average, which translates to over 5,5 billion searches per day and 2 trillion searches per year worldwide.

Anyone doing business online knows how vital it is for people to be able to find your specific website in the never-ending cluster of information. 3XE Digital has done some number crunching and here are the staggering results: 9 out of 10 potential customers won’t go further than the first page on Google. Furthermore search marketing can:

  •     Increase and enhance your brand awareness.
  •     Sell products, services or content online.
  •     Generate online leads and increase sales.
  •     Provide informational and educational content.

This is why search marketing is THE crucial element of any marketing and business development strategy, and this is why you absolutely cannot miss the Google workshop at 3XE Search, October 19th, Croke Park, Dublin.

Valentyn Pylypchuk, Webmaster Outreach Strategist of Google is a search quality expert and he will be conducting an in-depth investigation of search fundamentals, in order to give you the key information and knowledge on improve your results and gaining greater exposure. Traffic is good, quality traffic is better – improve your leads and convert them to sales!

Limited number of tickets are still available. Book yours today at www.3xedigital.com/register


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We are super excited to announce that 3XE Search Keynote Speaker, Lisa Myers, CEO of Verve Search has just completed the sale to global advertising, marketing and corporate communications giant – Omnicom Media Group.

The Surbiton-based international SEO and Creative Content Marketing agency will continue to operate under the “Verve” name, as a unit within Omnicom Media Group. The company has developed proprietary technologies including the “Link score tool”, which allows links to be evaluated and received 16 awards in the last 2 years, including Best SEO Agency three years running.

Verve’s specialist team spans 14 nationalities and provides services in 15 languages. It was founded in 2009 by chief executive Lisa Myers and since worked with an impressive portfolio of clients, including Expedia, Sage, Go Compare, Made and many other.

In her 3XE Search keynote address, Lisa will explain how she and her company regularly get “big links“ for their clients – and will clearly explain how you can too!

Join Lisa at 3XE Search – the most international marketing conference to date on October 19th. For more info visit www.3xedigital.com/dublin-oct-2017

 

Picture credit: Waypoint Partners


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While search marketing continues to be the biggest and most powerful form of digital marketing, it can also be a complicated beast. If you are not careful, a lot of money, time and other resources will be spent before working out what you really need to do, to be successful with your business online.

Keep calm and don’t panic! 3XE is thrilled to announce Belfast based analytical genius – Mark Lilley, Co-Founder and Director at Groundswell is to join the 3XE Search speaker panel on 19th October, at Croke Park, Dublin. Mark will help you to battle the ‘search marketing beast’ with his personalised key-note address he is going personify the importance of marrying your search and advertising efforts with user experience and conversion optimisation.

“I believe, joined up approach is critical for successful growth within ecommerce and ‘turning on the taps’ without paying enough attention to the complete journey can waste a lot of money.”
Mark Lilley via Irish Tech News

It is a common practice with under-performing businesses to have their analytics configured and implemented incorrectly. Mark will demonstrate the importance of measurement to help your business with prioritisation and enablement of sustained growth online.

Join Mark Lilley, other world-class speakers and 600 fellow marketers at the upcoming 3XE Search marketing conference on Thursday, 19th October at Croke Park, Dublin. For tickets and further information please visit www.3xedigital.com/dublin-oct-2017


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Facebook has, over the past 3 – 4 years, transformed both themselves and the business world, by re-configuring themselves to be one of the primary advertising platforms for all types of businesses.

Worldwide, there are over 2.01 billion monthly active Facebook users, (17% increase year over year). Yet many businesses are still unaware of the advantages of connecting with their customers on social networks, and some still fear it due to their lack of understanding. Approximately, 93% of buying decisions are based on social media, with 72% of consumers are more likely to stay engaged with brands because of social media.

If you are spending any part of your marketing and advertising budget with Facebook (and you should!), then we strongly recommend to see Paola Gulian’s, Senior Social Campaign Manager at Ayima a must-see presentation at 3XE Search, 19th October 2017, Croke Park Dublin.

Based in the heart of London, Paola is one of the most sought-after digital marketing professionals on the scene. She is excited to connect with 3XE crowd and explain how to optimise your Facebook advertising campaigns. She will provide you with the latest Facebook advertising methodologies, and will share with you a list of actions that you can take back to your own business that can be implemented by your team.

Paola is not selling Facebook – she lives and breathes it each and every day! For further details and full speakers line up visit www.3xedigital.com/dublin-oct-2017


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Don’t Plan Your 2018 Without Digesting 3XE Search Keynote from Wolfgang Digital

Search Marketing is an integral part of the fast-paced and complex industry of digital marketing. In a recent 3-month period Google introduced 23 new AdWords innovations. That is almost 2 per week! There is a first mover advantage to be won by being first to market with new innovations.

However, the first mover advantage eventually yields to the law of diminishing returns as the rest of the market catch up and the innovations become commonplace.

To put your mind at ease, 3XE Digital has invited the Digital Marketing Scientists and triple crown SEO winners -Wolfgang Digital to the 3XE Search conference on 19th October 2017 at Croke Park, Dublin.

Alan Coleman, CEO and Brendan Almack, Director will lift the lid on the key findings from Wolfgang’s 2017 E-Commerce KPI study. They will detail the key trends happening in digital media over the last 12 months as well as analyse how the customer journey is evolving. They will answer key questions such as:

  • Are you getting enough traffic from social?
  • Do you have a good conversion rate?
  • Which digital marketing activities will ramp up your revenue, AOV and your coveted conversion rate?
  • And much more.

The 2016 study was featured on the Economist, Inc, Econsultancy, Moz, The Irish Times, Newstalk, RTE and more. Don’t plan your 2018 without digesting this study.

Register today at www.3xedigital.com/register


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The last few years have seen a seismic shift in how people discover content online. Desktop searches have been surpassed by mobile searches, and voice search is growing with double digits every month. How can businesses prepare their websites for the future of online search? Most importantly what measures can be taken to avoid detrimental search engine optimisation mistakes?

Polemic Digital‘s founder Barry Adams – a veteran of SEO, Co-Chief at State of Digital, Public Speaker and Educator is very keen to share his professional insights.

So, what are the most common SEO mistakes that organisations make?

The most obvious one is seeing SEO as an afterthought, rather than a foundational element of a good website. SEO is not magic unicorn dust you sprinkle over a website and voila there’s a million new visits. No, SEO starts with the foundational aspects of a website to ensure it can be efficiently crawled and its content indexed and ranked in search results. Then it moves to ongoing efforts to build authority and trust signals to improve those rankings and earn more traffic.

SEO is also not a quick fix.

Very rarely will we be able to quickly boost a website’s traffic. It usually takes months of sustained effort to deliver results – which is also a contributing factor to SEO’s poor reputation. Clients want fast results, and some SEO agencies will promise fast results just to get the deal. Then, when the traffic doesn’t immediately appear, the client is disappointed and feels cheated.

What many organisations also get wrong is seeing SEO as separate from their other online activities. Digital marketing channels don’t operate in isolated silos. Signals boost and amplify one another, so SEO needs to be integrated with everything else the business is doing online: social media, email, content, conversion optimisation, etcetera. SEO on its own won’t deliver as much value as when it’s integrated with other activities.

We are inviting you to join Barry’s keynote on ‘Voice Assistants and Pro-Active Devices – How Technology is Changing Search and SEO’ at 3XE Search on 19th October, Croke Park, Dublin.

For full speaker details visit www.3xedigital.com/register


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When you take a company as industry-respected as SEMrush and increase their online social engagement by 400% in your first year, you must be pretty good at your job, right!? A guest speaker at 3XE Search and a specialist in conversion and online relationship marketing, Olga Andrienko has in a few short years catapulted herself into the forefront of the international search conversation with her relentless work ethic, innovative thinking, and surprising accessibility.

Under her guidance as the Head of Social Media, SEMrush is today considered the world’s leading competitive research service for online marketing. In addition to this, Olga has also been featured in a substantial number of publications including Foundr, SproutSocial, Search Engine Journal, and Search Engine Examiner.

Here are some top tips from Olga and SEMrush on how to make your e-commerce website rock:

  • Set up analytics – if you don’t measure things, then you can’t manage them. With analytics, you can understand how people interact with your content. And if there are changes that you need to make, you can make them as soon as possible. Proper analytics can actually tell you some of the things that you need to change.
  • Explore different channels besides Google. For example, today Bing has around 21-22 percent of the market share in the USA, and it is definitely one of those things that is worth throwing into the mix.
  • Make sure you’re targeting the right keywords. The more specific a search query is, the more likely it is to convert. Without setting your priorities, you’ll end up wasting money that you shouldn’t be wasting. Make sure you’re targeting the right keywords.
  • Segment your audience and tailor your message to that audience.
  • Enhanced e-commerce can help you to know if you have a particular issue with payment gateways or if you’re asking for too much information on your address page. You are actually able to see where things drop off and consider it during redesign. Look at different pages on your site that you may need to make some adjustments to.
  • Provide the option of guest checkout. It works, and it will increase your conversion rate on a mobile device. Don’t disconnect the shopping journey when you’ve already got these people, make it as easy for them as possible!

Hope you have discovered some useful tips for you and your business. To learn more from the best search masterminds join 3XE Search on 19th October at Croke Park Dublin. For more info please visit www.3xedigital.com/dublin-oct-2017


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Without the doubt, most of you are familiar with the famous panda logo and the progressive charity environmentalist behind it all – World Wildlife Fund. WWF is one of the world’s largest conservation organisations, it employs around 6,200 full time staff and over the 50 years since it was founded, WWF has invested around US$11.5 billion in more than 13,000 projects worldwide.

Recently WWF has transformed their fundraising platform, which posed a number of challenges for the visitors of the website. These difficulties included cumbersome navigation to the donation pages, complex donation forms which were not tailored to suit the application, and no clear demarcation between informative content and fundraising sections; content-rich pages detracted from the financial donation site.

3XE Digital has sourced an outstanding session with Gregor Nilsson, Chief Digital Officer at WWF, who will share the lessons learned from re-launching a global site in 2017 at 3XE Search on 19th October, Croke Park, Dublin. Gregor is perfectly positioned to understand the issues faced in upgrading your online presence.

“The relaunch of a website is an exciting project: while your colleagues and customers focus on a new design and fancy features, these do not really impress search engines.

Gregor’s keynote will put the spotlight on the less spectacular but crucial tasks a relaunch requires to ensure that Google will love your new website as much as your visitors.

For further details on transformational speakers, step-by-step guides and engaging workshops please visit www.3xedigital.com/dublin-oct-2017

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It’s official, Lisa Myers, CEO and Founder of Verve Search – Europe’s best Large SEO Agency (2017) will be presenting her keynote speech at 3XE Search on October 19th!!

Prior to European recognition, Verge Search has received 4 Awards + 10 Nominations at the UK Search Awards 2016.

It’s not bragging if it’s true…

Lisa will explain at 3XE Search how she and her company regularly get “big links“ for their clients – and will clearly explain how you can too!

Join Lisa at 3XE: Search – the most international marketing conference to date on October 19th at Croke Park, Dublin. Limited number of early bird tickets available, grab yours today at www.3xedigital.com/register

Lisa Myers, CEO, Verge Search Europe's Best Large SEO Agency, 3XE Search


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Mobile first is a term which has become increasingly popular in the last few years and various studies reinforce the need to provide an optimised mobile experience. A recent comScore report found mobile to be the primary growth driver in America, with Desktop being relegated to a secondary touch-point. More specifically the study found that mobile accounts for 65% of online user’s digital media time. Zenith’s mobile forecast predicts that mobile proportion of internet use will increase to 79% by 2018.

Marketers are clearly following their customers lead, with digital advertising spend on mobile (108.5 million) outstripping desktop advertisements (107.5 million) for the first time. The importance of mobile optimisation can also be seen through the fact that 91% exit an app or a site if it fails to satisfy their immediate needs. This will increasingly cause companies to fall behind the competition with Google finding that 82% of all smartphone owners consulting their phones before making a purchase, while 51% of consumers discover new brands on their mobile. Within the retail and banking industry, IAB found that 80% of retail and finance brands operate websites which have been optimised for mobile.

The findings above have invariably lead to the announcement that Google has begun testing a mobile first index. The new index will access websites based on their mobile version, only using the desktop version when necessary. Google search works by employing bots which scour trillions of web pages and the links contained within them. These pages are categorised within an index governed by a wide variety of factors. This index coupled with Google algorithms allow the search engine to find the most relevant pages for their users.

The mobile first index will operate in the same way as the current desktop one, simply prioritising mobile documents. As such the Google algorithm will display snippets of your primary content and structured data, based on the mobile version of websites. If you haven’t got a mobile site, then the studies mentioned above coupled with the recent announcement may convince you to consider creating one, however it is important to note that Google have stated that they will continue to index for desktop even when using a mobile agent to view the site.

This announcement appears to be the natural progression for Google, with the search giant consistently responding to increased mobile use among its users. In the last few years, Google updated their algorithm to be more mobile friendly, with the aim of helping users find pages where text and content were readable without the need to zoom, along with ensuring tap targets are appropriately placed. Google also targeted intrusive interstitial ads which were affecting consumer access to content.

 

How You Can Prepare For The Change.

 

  • Use Google’s Mobile friendly test to asses your website. If your site fails the test you have several options, including getting a responsive design or a different mobile-friendly version of your website. If your site is already mobile friendly you can focus on improving the speed or placing content at the top of the page to ensure users don’t have to go searching for your content.
  • A responsive website design will ensure that consumers have an optimised online experience, regardless of the device being used. Those using adaptive website design may want to consider making the change as a responsive design ensures that the content will be same regardless of the whether it is accessed on mobile or website, making it ideal for the upcoming mobile first Index.
  • As previously stated, speed is an essential requirement among online consumers and it’s no different with Google. The prioritisation of mobile makes it more important than ever to have almost instant load times. To achieve this, you can look to optimise the size of images and synthesise the websites source code, without reducing any functionality of course.
  • For those who only have a desktop site but wish to create a mobile version, it is essential to take the necessary care and time when creating the mobile website. Google state that a functional desktop website is still better than a broken or incomplete mobile version. User experience should be the main priority, always.
  • Be sure to serve structured data for both mobile and desktop. Run structured data tests and analyse the output of both against each other. This process allows for the adjustment of any  errors, however, avoid mark-ups which are not necessary to the mobile website.
  • Check the mobile site with Google’s robots.txt testing tool to ensure that Googlebot is not blocked.
  • The mobile first index will now give equal waiting to content which is hidden behind tabs so ensure that it is SEO optimised.
  • Google will continue to use canonical links to accurately serve results to a user, utilising both desktop and mobile. As such no changes are necessary here.

 

It is going to take some time for Google to implement this update for users across the board. The company also have a good record of announcing new update information regarding mobile, well ahead of time. Thus there is ample time for marketers to start the optimisation process.

Want to learn more about mobile marketing in the new age of digital? Join us at the 3XE Digital Data, Mobile & Social Media Marketing Conference taking place on February 9th, in Croke Park.

 

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