2 days / 15 talks
Awesome and great blog

January 25-27


Written by Hannah Thorpe




At upcoming 3XE, I’m speaking about how SEO is changing – in particular, if we can no longer view SEO as a performance channel.


What is a performance channel?

A performance channel relies heavily on a simple equation: direct investment = direct results. Over time, you might see results begin to show diminishing returns on investment, but there is still a direct correlation between what you put in and what you get out.

By definition, that means performance channels lean much more towards being advertising channels rather than marketing. The difficulty we face when thinking about SEO as a performance channel is that it isn’t “advertising”; it’s marketing.

SEO is so much more heavily reliant on external factors than it used to be. It’s no longer about getting a page to rank in position 1 and reaping all the benefits. Now, it is much more geared towards ranking in position 0 and “maybe” getting traffic, but equally, maybe not. It isn’t just advertising channels you’re competing with, you’re also competing with the makeup of the first page. Things like:

  • Rich results
  • No-click searches
  • Query-less searches
  • Widgets

With all of that to compete with, ranking first doesn’t always mean that you’re guaranteed to get the most traffic, the most engagement, or the most revenue. Because there is no direct correlation between the investment you put into SEO and the results you get from that, SEO has never been further from “advertising”, and thus a “performance channel” than it is right now.

So, is SEO even worth investing in? Of course it is, but we need to be smarter about how we can make it work for us, and what the future of SEO really is if it isn’t in performance.

Two types of search

The way I see it, there are two types of information retrievals that performance SEO doesn’t account for:

  1. Deep relevance matching
  2. Position-aware relevance matching

Both of these focus on different components and are applied for different search types:


Deep Relevance Matching Position-Aware Relevance Matching
Query and text only Relevance matching between query terms and document terms
Query terms are scored relatively to document terms Takes into account context and how these terms match in the documents
Doesn’t account for context where the terms occur


If we look at how Google is changing the SERPs, the different tools and widgets it offers right in the results pages, this shift towards different models for different query types becomes more apparent.

Take a job search query, for example, and now you are faced with the Google for Jobs widget as well as the more traditional “10-blue-links” style results. This is a perfect example of different algorithms working in harmony – the deep relevance/position-aware relevance matching model, working with the “traditional” algorithm we’ve become accustomed to.

But with things like the Google for Jobs widget coming into play, or Google Events, or Google Flights, or any number of Google products that entices users to interact directly in the search results, SEO needs to shift focus to capturing attention instead of driving “performance” as we know it.


  1. Go higher up the funnel

We need to start looking at ways to appear higher up the funnel, capturing user demand at the initial stages instead of just focusing on the end product. To do that, we need to be looking at things like:

  • People also ask and related queries
  • Using social media listening tools
  • Becoming visible on long-tail, question-based terms

2. Talk about your competitors

Capturing people higher up the funnel is great, but how do you get them to choose you over your competitors? You offer comparisons to them. If your product or service is genuinely better than the competition, help users understand why easily.

Searches around price, capability, and service comparisons are common – make sure you’re giving people the information they are searching for without them having to rely on a review site/aggregator.

3. Build trust in your brand

One of the factors growing in importance with recent core updates, particularly in advice/guidance focused verticals, means that building trust in your brand is becoming imperative. Good trust signals lead to places in the knowledge graph. Use everything from Schema, to Wikipedia entries, to press releases to really build on your trust signals and show users (and crawlers) that you are a trustworthy source of information and service.

4. Integrate with other channels

Just because you’re using SEO for attention, doesn’t mean you should stop at organic search. Use other channels wisely to really push your content, products, and services to users when they need them:

  • Retarget content through the display network
  • Bid higher on terms where organic is lower down the page/you don’t own position 0
  • Use SEO as a means to collate data and reach a wider audience

Working with different channels helps make sure that what you do for SEO is seen by as many people as possible, strengthening your position in user minds as well as the relationship across the web.


We’ve already concluded that SEO is no longer just a performance channel, but that raises questions as to how you can really measure the impact it has.

  1. Start thinking beyond “last-click”

Over ⅓ of purchases take place more than 30 days after their first enquiry. If people aren’t converting the same way that they began their search, chances are you’re not getting the full picture if you just report on a last-click model.

These days there are so many touchpoints across the conversion journey, that last-click as a model is almost becoming obsolete. If we move away from just reporting on last-click, and towards models that account for other channels in the journey, we’ll get a much better understanding of how SEO plays a part in the conversion journey, and how SEO is really impacting your performance.

2. Measure “time well spent”

Start looking at how users are actually engaging with your content. Is it meeting their needs? What emotions do users feel before and after they visit your content? When do they just want to complete an action?

If users are spending in excess of 3 minutes on a checkout form, do they really need to? Are you making their journey much more difficult than it needs to be? In contrast, if users aren’t reading all of your content and you know that there is valuable information in there that they aren’t getting to, can you restructure the page to make it more digestible for them?

Time well spent isn’t always about whether they complete an action, e.g. a purchase, sign up, download, but instead it focuses on understanding user needs and how you can best serve them to ensure they have a good experience.

3. Track task completion and satisfaction rate

Understanding whether users are engaging with your content in the way you’d like them to is a crucial part of informing content journeys and conversion journeys. Ask your users for feedback on the information provided:

  • Did this answer your question?
  • How would you rate your experience?
  • Do you have any feedback?

You can also use heat-mapping tools to better understand how users are engaging with the pages and see where they might be “going wrong”, in your eyes.

4. Track % share of SERP

With the SERPs constantly changing to include widgets, local listings, ads, knowledge panels, and a host of other listings, understanding your % share of the SERP is becoming more and more important.

It isn’t about whether you rank in position 1 for a target keyword, it’s about whether:

  • Your ad shows
  • Your knowledge graph shows
  • You’re ranking organically
  • You’re the answer box result
  • You’re capturing the ‘people also ask’ listings

Looking at your % share vs. your organic rank means you have a much broader picture of how you as a business are performing, but also how your digital investment is really impacting your performance.



Hannah Thorpe – Business Director at Found.

See Hannah speak at the 3XE Search Marketing Conference on October 23rd.




Reposted from Core

This blog was written by Shane Lyons – Business Director at Core. 3XE will be welcoming him as a keynote speaker at the Search Marketing Conference this October. This article can be found here.


Amazon vs. Google – What’s the Impact for Advertisers in Ireland?

Alphabet (the holding company of Google), recently released their financials for the first quarter of 2019 and to many people’s surprise, their revenue fell below analyst estimates. Google have consistently expanded at 20% or more in previous quarters, whereas in the first quarter of this year they achieved growth of 15%; nearly a 10% decline in growth for the same period last year.


Of course, at the scale that Google now operates at, it is difficult to constantly achieve large scale growth, but it is also interesting to consider the reasons as to why they are experiencing this deceleration in ad revenue growth. Similarly, we are asking how these reasons might impact local advertising strategies here in Ireland.

The Rise of Amazon as a Marketing Platform

The main factor appears to be the rapid growth of Amazon’s Advertising Suite in markets like the US and UK. For the first time Google have a serious rival and many advertisers, especially online retailers, have diverted some of their Google budget into trialling activity on Amazon. Amazon is certainly popular here in Ireland but not remotely as ubiquitous as it is in the States where it is an absolute giant of eCommerce. $160.2B of the company’s total net sales of $232.9B in 2018, were generated from the US (69%), mostly thanks to the mass adoption of Amazon Prime over there.

More than 100 million people subscribe to Prime in the US and this has completely changed the way people shop there. Prime members are extremely loyal to Amazon, a recent survey by Feedvisor found that of all consumers who belong to Amazon Prime, nearly half (48%) buy products online once a week and nearly three-quarters (74%) shop online at least every few weeks. Once a shopper is subscribed to Prime, it seems that Amazon automatically becomes first preference for most purchases. They have already paid $119 for the privilege of free, two-day shipping so why not make the most of it?

What’s most concerning for Google however is that Amazon rather than Google is seen as the place to initiate research and then ultimately purchase products. Two-thirds of respondents (66%) typically start their search for new products on Amazon, compared with one-fifth (20%) who start on a search engine such as Google. And when consumers are ready to buy a specific product, 74% go directly to Amazon.

Locally, research on the e-commerce market is limited, so predicting the number of Amazon customers in Ireland is difficult however, An Post revealed a substantial growth in online shopping in general, up 40% in 2018 versus the previous year. It’s safe to say that Amazon’s influence on the retail market will continue to increase like other markets, but what will this mean for advertisers?

Read the full article by Shane Lyons on Core’s website.


Reposted from Friday Agency

Actively blogging at his home agency (, Gavin Duff is appearing at the 3XE Digital Search Marketing Conference on October 23rd, 2019. This article was written by Gavin and can be viewed on their website.

How Long Should My Blog Posts Be?

If this headline caught your attention and you’ve come here looking for the answer, you’ll be disappointed.

But don’t go anywhere, this is still relevant…

The question you should be asking instead is “How good should my blog posts be?”

It’s not about length

Too often in discussion around content, this question is asked. “How long does it need to be?”. If you’re asking this, your approach is all wrong.

There’s nothing new to say here that we haven’t already been trying to drill home. It’s not about length, it’s about the user.

It’s about relevance, originality, quality, and engagement. And if it can be entertaining, informative, controversial or opinionated, then even better – people might actually share it.

Share my content

You may have seen studies out there suggesting that the longer your piece of content is the higher it will rank on Google. And yes, this is true in many cases. But not in every case. Let me explain…

I just searched on Google for “how long should a meta description be?” and this page ranked first –

You know why? It’s rich content, its original, it’s got the length checker tool, there’s a useful image and then appropriate text length. That’s the key here – “appropriate”. It’s not two thousand words long but it certainly goes a long way towards answering my query.

Now, if my question instead had been “why do I need meta descriptions?” Then there’s an argument for writing more in order to give background, context and actionable value. Now that’s one I could easily write 2,000 words on. Not that length matters…

One core question

There is 1 core question you need to ask yourself at 3 key points while creating a blog post. And that question is: “Why should someone read this content and not someone else’s?

And you should ask it:

  1. Before you create your piece of content
  2. While you write it
  3. When you review it for publishing

So, at every point.

If you cannot answer that question, then start again.

You should ask yourself the same about your brand, product, service, website… it should be a part of everything that you do. But that’s another day’s discussion, and that could easily be 10,000 words… or whatever is appropriate.

Read the full article here at Friday Agency by Gavin Duff, the Head of Digital Performance.


Allow us to introduce you to Wolfgang Digital. They are a team of Digital Marketing nerds! They are Ireland’s leading Digital Agency. They are winners of Best Search, Best Social & Agency of the Year in 2018.

The data experts from Wolfgang Digital are coming again as Keynote Speakers at 3XE Digital’s Conference on 16th May – UX & Design Thinking Conference 2019.

The team of Kevin Moore (Deputy Head of SEO), Gustavo Pelogia (SEO Specialist & Client Lead) and Robbie Deighan (PPC Specialist) will deliver a main stage presentation on the topic ‘How to Manage your Google UX in 2019 & Beyond

5 simple ways business can improve their local SEO, Wolfgang Digital

To give you a head start on this topic, they decided to share 5 effective & simple methods to improve your local SEO. Let us look into the suggestions by Wolfgang Digital.

It’s true that search engine optimisation (SEO) is often complicated, full of technicalities and dubious language which often ends with an “it depends” kind of answer. However, if you think SEO usually sounds like another language, some areas are actually very simple.

Local SEO is one of these areas. Just to have everyone on the same page, a local search means Google shows you information about things that are physically located in your area. It could be a restaurant, a store, a pub or any brick and mortar business or service where you can visit a physical location, like a locksmith or a plumber.

Usually, a local search will return a local pack, which are map results such as below:

5 simple ways business can improve their local SEO, Wolfgang Digital

Let’s say you’re searching for a pub or a restaurant near you. Chances are that you’re looking for a place to go right now and all you need is a phone number or an address – At this point, many of us will go to an application such as Google Maps and find our way.

Did you see what happened here? I made my journey from online to offline and converted without necessarily going through their website. Often these results will also lead to what’s known as no-click searches.

With the rise of voice search on mobile phones and smart speakers such as Amazon Echo and Google Home, we could have done that even without an interface—checking the opening hours of that restaurant or requesting a taxi just after we decided where to go.

We’ll discuss more in depth the world of local searches, no-clicks and voice in our talk ‘How to Manage your Google UX in 2019 & Beyond at 11h20 on 3XE UX Conference 2019, but here we’d like to start by giving you five places to start your local SEO.

The steps below are a starter pack, although the talk at 3XE will go more in-depth into the local SEO world and cover beyond the basics.


Claim your business

If your company has been out there for a while, chances are that your business is already on Google Search and Maps, even if you didn’t ask for it. Google has a team working to add new businesses on its platform, as well as rely on users to create those. The first step is to search for your company name or address on Google Maps. Once you find it, follow the steps to claim the location using a service called Google My Business, which is used to manage your company details. You can verify ownership by phone, letter or email (the latter is only available for some businesses and you must have a email address)

The basics: name, address, phone and opening hours

Here’s a scenario: someone is looking for a local service they’re not familiar with. Let’s imagine you need a solicitor, which is something that many of us will need at some point but won’t easily be able to pinpoint which firm to use (it’s not like picking your favourite pub!).

You’re potentially looking for a service near you, as you’ll have to pay them a visit, talk about costs and meet your lawyer. Many companies fail in this simple step to correctly display the business name, address, phone number and website as listed on their profile. Also very important to mention, you should have your opening hours up to date as well, including holidays and any days you might be closed or open.

Google My Business allows you to update all year at once, for many locations you can update your Christmas hours, when you’re closed for renovations or any other dates and times. Are you open on Good Friday? This is a classic example where some businesses are open and some not.

You don’t need to understand a thing about SEO to know the frustration of a customer when they find a closed door or when they can’t reach you. For many businesses, this means losing a client to your competitor around the corner!

Google Posts

This feature is the easiest place to highlight any promotions, offers, jobs or any urgent message your client needs to know. Google gives rare opportunities for businesses to control what customers see when they search and this is one of them. You can create any message to feature in your profile, much like a social media post.

Here’s an example from HOMS Solicitors promoting their job openings in Limerick:

5 simple ways business can improve their local SEO, Wolfgang Digital

Any publications on Google Posts become available instantly and remain live for seven days, after which they go to archive but remain visible under “View previous posts on Google”.

Business Categories: let Google understand what you offer

Did you ever go to Google trying to find something but you weren’t really sure how to search for it? Or found a company, but aren’t sure if they offer exactly what you’re looking for?

Let’s say you need to find a gym. In your way from home to work, there are dozens of options. This gym must have a swimming pool, so you already filtered out many options. Lastly, you would like a personal trainer. This has narrowed down to just a few businesses.

How would Google know that your gym offers all three services? This is where the business categories come into play. Any company can have one primary category, that represents your business as a whole and nine others called additional categories. Here’s an example:

5 simple ways business can improve their local SEO, Wolfgang Digital

Once you select your main category, try all others that would fit your business by typing some of other categories you can think of. Google My Business categories can be very specific, such as “hydroponics equipment” to “egg supplier”.

This doesn’t allow you to treat your website poorly because Google still uses information from your website. Here’s proof: if you search for “afternoon tea” in Dublin, Google is using information from a page to display information directly on search results:

5 simple ways business can improve their local SEO, Wolfgang Digital

If you have a page about this topic or offering and it also mentions the same as a business category, that’s a double confirmation that your business matter for that.

Reviews are Key

Everyone has a bad day sometimes and everyone running a business knows how clients can be hard to please. We all resort to social media when we need to show our frustration with a company and as business owners and managers, it’s our goal to calm those unhappy customers and try to turn the situation around.

You’re not just replying to those who had a bad experience, but for all other sceptical customers who will read those comments before making the decision to do business with you.

Another reason why replies are so important is that they influence your results too. Let’s imagine you’re looking for a coffee shop near Grafton Street in Dublin. Such a busy area has more coffee shops than one could visit in a week.

If all have similar average review scores and are located within walking distance, reviews will play a role when Google decides which shop to show. If a particular location has a lot of positive reviews where customers mention “Grafton street”, this could be a tie breaker into making you appear on Google or not. First step: ask your best clients to leave you a review, or use personalised posters templates which Google offers for free.

We have a few examples where reviews helped businesses to appear on the local pack in a matter of hours, but you’ll have to attend our talk at 3XE to find out about those!

The Bottom Line

Even if you know nothing about SEO, the recommendations above can help your business to thrive on Google. None of them require technical knowledge and many of them are simple to understand for business people. The results can be immediate, so make sure you don’t fall behind!

 Event Schedule – 3XE User Experience & Design Thinking Conference, 16th May 2019

Reserve your seat – Group Ticket Offers are available!


Hold on tight, things are going to be fast. Jono Alderson, the marketing technologist from Yoast is coming with a comprehensive plan that can load websites in under 1 second! Yes, we are talking about website speed and happy customers. Jono tells “slow sites frustrate consumers and frustration costs money.”

Jono handles the ‘Special Ops’ at Yoast, a company best-known for the SEO software. Good-humoured Jono says “Special Ops is just a fancy way of saying that I do all of the weird projects which don’t fit into other peoples’ jobs.” His days at work are a combination of R&D, product road-mapping, development and any manner of things. This is apart from the time that he spends on speaking at conferences on topics related to technical SEO, futurology, digital transformation and marketing strategies.

Yoast – SEO for everyone!

Yoast is largely popular for the WordPress SEO plugin that helps in optimising the website content. This plugin runs on over 9 million websites worldwide. Apart from that, Yoast also has a bunch of other softwares (find them here) and a learning academy with multiple digital training courses. Jono says “we even take occasional consultancy projects to keep us sharp.”

Yoast at 3XE Digital Conference


Website Speed & SEO !

Do you know what should be your website load time and how important is that for SEO?

On 16th May 2019, we are inviting Jono Alderson as a Keynote Speaker at User Experience & Design Thinking Conference. Jono describes his presentation “I am going to talk about site speed and share ways in which everybody (technical or otherwise) can make their sites faster and more performant. That’s super-important as speed forms such a crucial part of SEO.

He will share the tips, tools and tactics to accomplish faster page load time. This is a feature that can help companies to stay ahead of the competition and also have a positive impact on Google rankings.

The 3 key takeaways from his presentation:

  • He will convince why companies should prioritise website performance.
  • He will share a framework to read and analyse your website speed.
  • You will go back to work, with tools and processes that will make an immediate improvement to your website.

What is UX Design?

In very simple words, Jono explains UX design “UX is the lens through which we judge our brand interactions. As the world becomes more digital, more connected, and more consumer-orientated, the only thing which differentiates individual companies or services is the quality of the experience they deliver.”

“Good UX is at the heart of that, so we all need to be upping our game!”

Role of Creativity

Telling more about UX design, Jono clarifies the role of creativity in there. He says ”differentiation is key and creativity is the fuel behind this differentiation. People aren’t always rational, and, don’t always make logical, informed decisions. If they did, every brand, every product and every website could just be designed and built to a checklist. What separates the winners and losers are the decisions they make on how to present themselves, how to connect with their audience, and how to stand out.”

We continued the interesting conversation with Jono with these questions:

What do you predict as the digital trends for 2019?

I think we’ll see personal digital assistants (Alexa, Google Home, etc) really starting to change how people behave. It’s not about voice, so much as outsourcing decision making.

Many of the strategies and tactics we deploy today are based on interrupting the research behaviour of users as they work through ‘the funnel’. With digital assistants doing more and more of that work (“OK Google, find me a good vegan restaurant within walking distance”), a lot of our tactics stop working. You can’t interrupt the research process when the user isn’t there. In that world, the role of brand becomes much more important, and, I don’t think many people in digital are really thinking about that.

Tell us about your journey in the digital world and one thing that inspired you.

I started out as a bedroom web developer, building little websites for local businesses. I became obsessed about improving things – my code quality, speed, accessibility, etc – and that really sparked my career in SEO.

What continues to amaze me is that I’ve done all this with no formal education, and being entirely self-taught. I love that the digital world’s level playing field gave me an opportunity to prove myself, to be listened to and respected, and to do good work – despite having a humble background. I think it’s still much more accessible than the ‘real world’.

What websites and people influence you on a day to day basis?

I’m addicted to Twitter. I need to know what’s happening out there, right now. Editorially, I love – it’s a great source of ‘big think’ journalism and challenging ideas.

A little more on the life of this marketer!

Life of a Marketer - Jono Alderson from Yoast

Meet the Digital Expert, Jono Alderson on 16th May at 3XE User Experience & Design Thinking Conference, happening in Croke Park.

This is the Event Schedule – 16th May, Croke Park Dublin.

Register – Mega Early Bird prices are available.


David Ly Khim is a Senior Growth Marketing Manager at HubSpot. He works with the product team on new user acquisition initiatives in-product to diversify their acquisition channels.

Founded by Brian Halligan and Dharmesh Shah in 2006, HubSpot is a developer and marketer of software products for inbound marketing and sales. It provides marketing, sales and customer service softwares to help businesses grow.

David was a keynote speaker at a previous 3XE Conference. His presentation was on topic cluster content strategy and how that will take your SEO to the next level.

The highlights of his presentation were:

  • How consumer search behaviour has changed
  • Why you need to adapt to this change
  • How to adapt your website SEO by improving your internal linking

Talking about the importance of Content and Social marketing, he tells “It depends on the business, but if customers and prospects are engaging with you on social media, it’s very important to use that channel.”

At the end of this article, find the presentation video of David Khim. 

David listed out two benefits, when Content Strategy and Social Marketing is done rightly –

  1. Develop customer loyalty – When customers ask questions, respond and be helpful.
  2. Develop a customer-centric grand – When prospects see that you’re helpful and engage with your customers, they’ll trust you more and may consider your services or products in the future.

Social Media is a revenue-generating tool

David explains, “Social media is a revenue-generating tool in that it should be used to engage and have a conversation with your customers and prospects – not to sell or directly market.”

‘Your customers may reach out to you for help through many channels including social media and you should be there to respond and help. This will improve customer loyalty and show prospects that your company is focused on being helpful.’

‘Business success is determined by customer success and happiness.’

Budgeting for Social Media

He adds that each company is different and it is important to test the paid media channels. “Social media might be a good channel for some companies but not others. If you see that it works for you, optimize your ads and double or triple down on that channel.

How important is ‘content’ for paid campaigns?

This depends on your goals. If your goal is to generate leads and nurture them, and you’re comfortable with the length of the sales cycle, then content can be amazing for paid campaigns. However, I suggest testing this. If you have an online product, you might want to test running paid ads to your product page and see how that performs. The cornerstone of any advice I give is to test and validate before committing.

What websites and people influence you on a day to day basis?

That’s a long list but a few that come to mind right now are:

Your thoughts on the future of social media and content marketing.

It’s going to become more and more challenging. Not only because social and content spaces are saturated but also because networks are changing and it’s becoming more difficult to get found.

For example, Google now has featured snippets. People don’t need to look at the top 10 search results, they might just see the featured snippet and have their answer. But everyone is vying for that one featured snippet. Similarly, Facebook recently changed their algorithm to show less public content like posts from businesses, brands, and media.

But the principles still stand: if you can create amazing content for your audience, have a strong promotional plan in place, and thoughtfully engage with customers, you’ll get found.

You can also find a blog by David Khim on Content Strategy where he talks about topics over keywords.

To connect with and know more about David Khim, you can find the details on his speaker profile.



Benjamin Goerler, SEO Consultant at Ayima, spoke about the benefits of Python scripts for marketing and how marketers, even with a non-technical background, can use the programming language to improve results related to Search Engine Optimisation. 

At Ayima he manages the SEO strategy and implementation for some of Europe’s leading e-commerce brands.

His role involves performing technical audits of their clients’ websites and turning the technical findings into digestible and actionable recommendations to optimise the clients’ search visibility.

Benjamin’s journey into the Digital World as SEO Consultant!

“My background actually isn’t (at least not on the surface) related to the digital world at all. I studied History and English to become a teacher for secondary schools in Germany.

However, thanks to my older brother who introduced me to the world of PCs and inspired me to better understand them from the inside out, I started working with computers from an early age. I appreciate that the first ones I used still had a simple, but mighty command line interface – and no buttons or windows to click on – hence my technical understanding of modern computers.

After finishing my degree, I moved to the UK, and through translating websites for various clients from English into German, I became more involved with SEO and intrigued by its challenges. And that’s what led me to where I am today!”

SEO Agency – Ayima

SEO with Python, Ayima | 3XE Search Marketing Event

Ayima is an award-winning Digital Marketing Agency specialising in SEO, PPC, Paid Social, Web Design and Development and Content Marketing.

Last month Ayima acquired LeapThree, a leading analytics consultancy, which helped to solidify the Company’s presence and expertise within Analytics channels; Web Analytics, Data Analysis, Conversion Optimisation and Strategic Planning.

With offices in London, New York, San Francisco, Raleigh, Vancouver and Stockholm, Ayima’s 100+ employees continue to achieve spectacular results for some of the world’s biggest brands.


In addition to digital marketing services, Ayima have created a suite of market-leading software tools that are used by clients and agencies around the world, including ‘Redirect Path’, ‘Updatable’, ‘Ayima Intelligence’, ‘Page Insights’, ‘Pulse’ and ‘Appotate’.

SEO with Python at 3XE Digital Search Conference

At the last 3XE Search Conference, Benjamin spoke about ‘Bringing the fun back to SEO with Python’.

“I’m not a developer myself and I am hoping to inform other SEOs that you really don’t need to have a technical background in order to benefit from this amazing and flexible programming language.” – said, Benjamin Goerler.

The presentation featured a couple of examples of how he uses Python to automate, speed up various SEO-related tasks and how others can easily achieve the same.

SEO with Python


Top 3 takeaways from his presentation – SEO with Python

  • Python is for everyone and you don’t need to be a developer to use it.
  • How to spot patterns in data and to translate them into Python scripts.
  • Breaking down large datasets with Python within seconds.

Talking about the fundamentals of SEO, Benjamin very interestingly tells, “Many people seem to see SEO as an additional, unnatural burden. In my opinion, the world of SEO can be easily compared to a large library filled wall-to-wall with books. Each book represents one webpage, and the library itself is the World Wide Web.”

“Each book needs a proper title to be identified quickly, a complete table of contents, correct quotations of other author’s works, page numbers and much more. The librarian needs to make sure that all books are at the right place so that any visitor browsing the library and using its search system finds the most relevant book without any effort. I guess most people would agree that all these elements are crucial for a modern book, so why shouldn’t this also apply to websites?”

Here’s the slide deck of Benjamin’s keynote talk at the 3XE Search Conference where he explains what is Python, why should you learn to use Python and what are the tasks you can automate using Python! The slides are on auto-play but you can pause them and go through the presentation at your own pace:


SEO Tools that he recommends!

“I wouldn’t get very far on a daily basis without Ayima’s various SEO tools such as the Chrome extension Redirect Path – combined with another freely available plugin ‘Ayima Page Insights’.

Both offer me a quick overview of key issues on any page I visit in my browser.

But what helps me most to deal with the various large datasets is Linux with its command line plus the programming language Python. Both speed up my daily routine a lot and help me break down millions of rows of data into a few clear, actionable datasets.

Google Data Studio is another great tool to help me visualise, track and report on the analysed data.”

What websites and people influence you on a day to day basis?

“Most of the time I learn from my amazing colleagues who always have a friendly ear for my questions and time to discuss any SEO-related finding in great detail.

I also benefit massively from the incredibly resourceful open source community. This offers tons of useful Python scripts, free tools for data analysis, how-tos and advice in forums – it also helps having our own in-house data analysts and scientists who are on hand to provide detailed insights when needed.”

Your thoughts on the future of SEO – What’s next?

I predict a long-lasting future for SEO. Ultimately, it is not about search engines, but about making information quickly accessible and digestible. I predict that search will continue to become integrated within more devices, even with things like smart kitchenware such as fridges and health gadgets. My hope is that the SEO industry develops a better balance between protecting customers’ privacy and providing the best possible answers to searchers.

You can connect with the Ayima team here: Ayima London


Our next 3XE Search Marketing Conference will be in October.  Check this page for more details – 3XE Digital Conferences

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When we were planning our SEO event, Tom Anthony was one of the first names we jotted.

Meet Tom Anthony. Most people who know him in the industry simply call him TA.

Tom has been at Distilled for 7 years now, initially in the consulting team, but for the last few years he has led the team building DistilledODN, an SEO A/B testing platform which allows a more data driven approach to SEO.

“My path was a weird one but just so happened, by chance, to be a good combination for SEO. I started web development in the 90s and did that for many years before I started a PhD in Artificial Intelligence. The freelance web development led to people asking me about SEO and so I taught myself and then attended a Distilled conference and the rest is history!”

He tells, “Working on a platform means that my job is really varied, on one day I could go from helping a customer ideate and analyse results from their SEO tests through to working with the engineering team on improvements to our cloud infrastructure, and the next day I might be speaking at a conference.”

Read about Tom Anthony’s work experience here – 3XE Speaker, Tom Anthony

On October 18th, 2018 Tom is speaking at 3XE Search Conference in Dublin.

SEO A/B Testing with Tom Anthony | 3XE SEO Event

Distilled is a well known name in the SEO industry and for over 10 years they have helped businesses of all shapes and sizes to thrive in the online world. Their skills span a wide range of creative and technical areas, allowing them to cover every corner of a digital marketing campaign.

Tom says “The majority of Distilled is an SEO agency that has been consulting for 14 year or so now, but the team I sit in is a SaaS platform for SEO. With our software you can actually measure the SEO impact of a change on your site by doing a controlled test. CRO teams have been doing A/B tests for many years, and now we have brought that same rigour to SEO. It is exciting to work on and provides so much value.”

3XE Search Conference

At the upcoming 3XE Search Marketing event, Tom is delivering a presentation on the topic What if ‘what’s good for users’ isn’t good for Google? Combining CRO and SEO testing.

Describing his presentation, Tom says “Whilst CRO A/B testing is well established, SEO A/B testing is fairly new. Over the last few years, the Distilled team have run hundreds of SEO split-test experiments across dozens of sites, and we have learnt a lot. Often we have found CRO teams and SEO teams working independently to optimise different halves of the same funnel, which means missed opportunities. We have recently started running ‘full funnel’ tests, that allow us to run a single test measuring impact on search traffic and conversion rate.”

In this session, Tom will introduce SEO A/B testing, highlight some interesting results from those tests, and share some preliminary results from the new full funnel methodology.


SEO A/B Testing with Tom Anthony | 3XE SEO Event

Highlights of the SEO talk at the 3XE event

  1. “For those who haven’t previously encountered SEO split-testing, I will be introducing how that works.
  2. I’ll then reveal some of the surprising results we have learnt from running many tests.
  3. Finally, I’ll explain how we are now looking at ways to bridge the gap between SEO and CRO — we are all working on the same funnel and if we can combine our testing efforts into one, then the payoffs can be huge.”

He states the most common SEO mistake is thinking that what worked for one client or scenario will transfer to another. “We know that is no longer true, and you can’t shortcut it.”

SEO Tools that Tom recommends!

“I love data, so I’ve been a fan of DeepCrawl right from the very start – they took crawling to the next level. STAT continues to be very impressive for ranking data, and more consistent than many others. For visibility reports I am a fan of Searchmetrics. Finally Ryte (formerly can so quickly start pulling data into an actionable format, it is hard not to want it.”

What influences Tom on a day to day basis?

“I load Hacker News several times a day, and there are quite a few good sub-Reddits. Then I’m in various groups with other SEOs, which I find hugely valuable – being able to ask and answer questions and exchange ideas with your peers on an informal and real time basis is so valuable.”

The future of SEO!

“Hah – I need like 5000 words or a couple of conference decks to answer that! The biggest thing is that despite everything that has changed in how users search (in various topic-specific apps, or via smart speakers etc.) the practice of SEO is still website-centric. I’m interested in when that will change.”


Check the 3XE Search Marketing Event Schedule and book your tickets ASAP!



Maximum Media is Ireland’s biggest digital publisher. Across the company’s four brands – JOE, SportsJOE, Her and HerFamily, they reach pretty much everyone in Ireland. JOE has been in the UK too since 2015 and has had massive success there. They’ve a lot planned for the next 12 months, especially for the female-focused platforms.

Gillian Fitzpatrick is the Publisher at Maximum Media. She manages the company’s female-focused brands, Her and HerFamily. Her role involves driving audiences to the platforms, creating great video, social content creation, working closely with key brands and sponsors to generate revenue that they can re-invest in the business.

She says “I am massively interested in how media brands grow and evolve. My Publisher role allows me to get to grips with pretty much every element of what makes Maximum Media work.”

SEO Strategy of Maximum Media at 3XE Search Conference

SEO by Maximum Media | 3XE Digital Search Conference

Gillian is participating at 3XE Search Conference on 18th October 2018 as a keynote speaker. Bringing to us the case study that explains the success of Her brands on digital platform, the topic of her presentation is ‘Search Engine Explosion: How to Increase a Platform’s SEO score by 550%’

A year ago Gillian began working on Her’s SEO strategy along with Maximum’s Digital Director and since then they have seen a real shift in their sources of traffic. More of their users are accessing content via search rather than social.

SEO by Maximum Media | Example Prince Harry & Meghan's wedding

She tells “We now also see massive spikes in traffic around key events of interest to our users: Love Island and Meghan and Harry’s wedding are good recent examples of that. Year-on-year, Her’s SEO Score is up an incredible 550 percent and I’ll be sharing my experiences at the 3XE Search Conference on October 18th.



Discussing her participation at the conference, we asked Gillian a few questions. Read the excerpts from the interview:

What are the 3 takeaways that delegates will get from your presentation?

  1. Opening your brand up to new audiences
  2. The role of key events in driving traffic, and
  3. The future of social media for big publishers.

Tell us about your journey in the digital world.

My background is in traditional print media – I worked for the Irish Daily Mail for seven years and headed the features department there. I’ve written for the likes of the Irish Independent and the Irish Sun too. But five years ago I knew that there were going to be a lot more opportunities on the digital side of publishing. And for me, Maximum Media was always a goal – no one in Ireland is doing digital content with the same level of ambition; arriving at the company last year as editor of Her and HerFamily has definitely proven to be a cornerstone of my career.

What influences you on a day to day basis?

Well, obviously I spend plenty of time on the Maximum Media and JOE UK platforms! Our brands give us real power and influence too – Her and HerFamily are at the heart of the conversations Irish women are having every day. We’re there with them from their morning commute to the evening-time when they’re sitting at home on the couch. Otherwise, I’m clued in to fashion, beauty, and celebrity culture; those things are ever-changing and being able to adapt to new trends fast is an important component of Her’s success.


Your thoughts on the future of SEO – what’s next?

Voice search technology is an interesting growth area – and one that Maximum is testing at the moment. Otherwise, user-expectation is only getting higher and higher, so a smooth, simple UX is increasingly influential. AI and machine-learning will continue to change how searches are ranked. Saying that, the digital world is fast-changing and you have to be ready to adapt to the unexpected too; if you have a strong brand and a clear idea of who your audience is, you can do that.

“You need to ultimately trust your knowledge of your brand and create an engaging, intimate platform around that. Knowing your customer and/or your audience and building your SEO strategy around that information is the best possible approach.” – says Gillian Fitzpatrick.

Meet her at the conference on October 18th. Find the entire event schedule here.

Book your tickets in discounted prices, before 1st October.

To connect with Gillian, follow this link.



Marcus Tober is the Founder of Searchmetrics, a company that’s a global leader in SEO marketing and analytics, SEO optimization, social and content marketing.

Marcus is responsible for product innovation and the development of products at Searchmetrics. Currently, Marcus has over 100 people in his teams, working on different aspects of Search Marketing.

Searchmetrics is a software company with an Enterprise platform for Search Engine Optimization and Content Marketing. “That means we enable companies to understand their visibility in Search, their competition and guide them in the process to create more relevant content for their audience” – says Marcus Tober, the godfather of SEO.

In our recent conversation with Marcus Tober, we discussed his presentation topic at 3XE Search Conference 2018 and the future of Search Marketing. Marcus is a keynote speaker at 3XE Search Conference on 18th October, 2018 at Croke Park.

He will deliver a keynote presentation on the topic ‘When they go big, we go better: A New Take on Understanding Google Rankings’ at 3XE Search Conference.

Read the event schedule for more details.

What will you be speaking about at 3XE?

Basically, my topic is that there are not many general SEO tactics anymore. Each business has to deal with numerous other factors to be successful. For some it is more content driven, for others more about speed or user experience. SEO is now very much based on your market.

What are the 3 takeaways that you think delegates will get from your presentation?

– Audience will understand the still common Search Engine Optimization factors

– Understand why SEO has changed that much and companies need to adopt. Also I will show many custom ranking factors and examples.

– See best practices and companies that do it right

What are the most common SEO mistakes that you come across?

People often see SEO as marketing, but it is rather product management. They need to understand the business, the audience, the developers and many other things that enables the SEO to be very close to where the work happens. And because of that, many companies fail in Search Optimisation as they are not really centred around search. But the most successful companies in SEO like Tripadvisor are built around SEO as a core competence.

Which SEO tools would you recommend?

Basically, everyone should use Google Search Console. As a second software, it’s really up to the purpose of what you need. When you need good and transparent reporting for your management you need a software like our Searchmetrics Suite. If you are an Excel junkie or do SEO alone, you can combine tools like Majestic, GSC and other to get your insights out of it. So, besides GSC, the ‘must-use-tool’ is completely up to your need.

Google Search Console, SEO Tool | 3XE Digital Conference

Searchmetrics Suite | 3XE Digital Conference

What websites and people influence you on a day to day basis?

I rather look at websites where SEOs or journalists publish content. I learn the most out of successes or mistakes from others. My curiosity to dig into their website and analyse what’s going on keeps me moving forward more than reading only blog posts. This is something I can recommend to any SEO professional –  that, being curious and doing your research is more important than following the crowd.

Tell us about your journey in the digital world and one thing that inspired you here.

I truly take inspiration from people like Simon Sinek, Charles Duhigg, Steve Jobs or Ben Horowitz. But honestly, I follow a few podcasts about founders and startups and there are so many smart people in the world, it would be wrong to just admire some people with great books. When I walk to my office or being on travel I listen to podcasts and that inspires me so much, learning from successes and failures of others.

Your thoughts on the future of SEO – What’s next?

SEO is in a drastic change. It’s desperately needed by many companies, but not many build SEO teams or integrate it in their product teams or product decisions. And SEO is not that sexy anymore as it used to be, but more important than ever. That creates a future with high demand for SEO, but lower supply. That will change SEO a lot. Also, the general SEO person that could do everything is going away. SEO in its breadth is so diverse when you think about technical SEO, user experience and content (strategy) as three very different sectors. It is very likely that SEO as a job title will disappear and be replaced by SEO Product Manager, SEO Content Strategist, SEO Analyst etc. This transition has started already and will continue.

Reserve your seat at the conference – Book Now

To connect with Macrus Tober, follow this link – 3XE Search Speaker, Marcus Tober