Interviews * Session Previews

Keynote Preview: The Death of Marketing Attribution

Rand Fishkin

Consent required to load content from Youtube.
More Info Accept

For 20 years, marketers have been able to attribute most online conversions to the channel (and sometimes even the exact tactic) that sent them. But, those days are ending. In his keynote, Rand will show what’s happening to the web in policy, privacy changes, tech changes, and the incentives of major traffic & ad platforms to cause this shift, and how marketers can respond. If you want to know how to measure those hard-to-measure channels and tactics and need some workarounds for big tech’s attempts to hide referral data, then this keynote is not to be missed. You will also learn ways to avoid throwing money at ads for conversions that would have happened anyway, and explore tactics that are hard to attribute, but undeniably powerful (and often far higher in ROI than classic ad tactics).

Keynote Preview: Redefining Search Engine Marketing for the AI Age

Wil Reynolds

Consent required to load content from Youtube.
More Info Accept

SEM and especially SEO has been under threat for 20+ years, and yet we continue to pivot our skills to continue to positively impact bottom lines. And SEOs have never been great at communicating our value. In his keynote, Wil will show you how to use AI to help you articulate the value of your work and keep you from making assumptions that could get you in trouble. He will be going over hypotheses to determine the impact of generative AI on traffic and how to time your investments. And last but not least, he’ll share live examples of 3 “mini apps“ he has built without knowing any python that help clients solve unique problems.

Unlocking TikTok SEO: 5 Tips to Boost Visibility and Engagement

Kineta Kelsall

With TikTok becoming a primary search destination for information and products, the significance of considering and refining your SEO strategy on the platform is key. Beyond creating SEO-friendly content, a reactive social approach aligned with users’ search intent is important to stand out too. The relationship between search and creativity is now more essential than ever. And to show up you need to stand out. 

Unlike Google users who often seek immediate solutions, TikTok users navigate based on precision AND also interest keywords. This means a more creative approach to keywords, not just in the post’s body but also in text overlays on videos and the language used within video content. 

Here are some top tips for TikTok SEO:

Utilise TikTok’s Keyword Insights tool. Gain insights into trending keywords on the platform and find creative inspiration. This will ensure your content creation approach is data driven and informed by platform trends. 

Leverage TikTok’s AI Creative Assistant 

This tool also provides valuable keyword insights categorised by trends, helping with brainstorming creative ideas and copywriting. Ensuring that your approach to content again is based on platform data rather than assumption.

Build TikTok videos that inform and educate 

To improve TikTok SEO, move your content strategy from just showcasing products to creating an experience that captivates audiences. For example, if your goal is to rank for ‘natural acne creams,’ refrain from a straightforward product display. Instead, opt for an engaging approach where the video’s creator delves into the product’s reasons and provides a valuable exchange. This not only makes the content more intriguing and useful but also moves away from basic product promotion, increasing the likelihood of better ranking on the For You page.

Optimise character limits and hashtags 

Avoid keyword stuffing in the body of the post and hashtags. Incorporate both popular and niche hashtags within your category to maximise reach. Use the search bar to determine the associated volumes to guide your SEO strategy. 

 

Implement text overlay for accessibility and keyword ranking
Improve accessibility and boost keyword ranking by incorporating text overlays on your videos, particularly within the first few seconds. Integrating text that prompts viewers to engage with the text not only extends their viewing time but also reinforces recall. 

By staying abreast to trending keywords, leveraging tools, and adopting creative approaches to user search queries gives your content a better chance of standing out but most importantly connecting with TikTok audiences so they watch.

Read more

The Creative Spark and Strategy Will Still Come From Us Humans

Oliver Kuttruff

In your opinion, what will be the most effective use of Generative AI in search marketing in the near future? Where will AI really make a difference in your daily working day and why?
I think the best use will definitely be in efficiency issues as a personal assistant. AI can help me categorize large amounts of data, find patterns in data sets, write down my thoughts in clear text, correct code quickly, overcome writer’s block, etc. All the little and big things that used to limit our productivity. I think the creative spark and strategy will still come from us humans, otherwise we will soon all be using the same approaches dictated by AI.
What was your biggest challenge in 2023 and how did you overcome it?
The year 2023 was still difficult for many companies as investments are still low and the market is declining. This was also true for us – so my biggest challenge was to increase the productivity and output of my function in the midst of budget cuts and layoffs, while ensuring that I always focused on results and not just actions. I overcame this by learning that even when you’re working at full speed, sometimes you have to stop and make sure you’re doing the right things and getting real results. Pausing, learning and recalibrating is crucial to making course corrections, especially in these uncertain economic times.
Read more

Session Preview: Contentless Marketing

Jono Alderson

Consent required to load content from Youtube.
More Info Accept

Almost everybody relies to some degree on some form of content marketing. We do market and keyword research, and we try to spot opportunities. We build landing pages and write articles to try and boost our rankings, optimize our ads, get traffic, and convert visitors. So what happens when that stops working?

It’s time to ask hard questions about the value of our content. What purpose does it serve, when the internet is drowning in generic, AI-generated articles, when search is ‘ambient’ and keyword-less, and when Google has no incentive to crawl, index or rank our websites? How will brands compete for attention in solved query spaces, when search engines neither want nor need our content… when they can just synthesize content from what they already know?

Zero-click searches were just the beginning. If we want to continue to be able to access and influence an audience, we need to stop thinking of ‘content’ as something we just put on pages and ads to attract or convert visits. We need to start thinking more about how we use content to solve user problems. And that’s not going to be comfortable, quantifiable, or anything like the kind of content marketing you’ve encountered before.

Read more

Our industry is full of helpful people and great resources, and right now, we're all learning together

Jennifer Kunz

Consent required to load content from Youtube.
More Info Accept
← Session Preview
Interview

In your opinion, what will be the most effective use of Generative AI in search marketing in the near future? Where will AI really make a difference in your daily working day and why?
Because I work primarily in data collection and analysis, I’m most excited to see AI used to simplify technical tasks and lower the barriers to entry that have kept some people from diving deeper into data. A fair amount of my time is spent on fairly mundane tasks that don’t require a lot of critical thinking: writing technical specifications, summarizing audits, generating code that’s similar to code I’ve created many times, etc. I’m excited to spend less time on those, and more time problem-solving and strategizing.

What was your biggest challenge in 2023 and how did you overcome it?

This year my biggest challenge, professionally, was finding a balance between wanting my clients to use exciting new tools and technology, and trying to stay ahead of clients who want to use exciting new tools and technology that I don’t feel confident in my expertise in. I’ve been in essentially the same role for 17 years, yet it feels like I’ve had to learn more new things in the last 2 years than the previous 10 years combined. Which is great- I love learning new things- but I can’t have years of best practices and expertise in technology that is only a year or two old. I’ve found that just being honest is best: not pretending to have expertise I don’t have, but making it clear that I’m a motivated and enthusiastic learner who will use what resources I have to stay ahead of questions or problems that may come up. Our industry is full of helpful people and great resources, and right now, we’re all learning together.

Read more

Chatbots are Helpful Sparring Partners and Thus Increase Productivity

Dr. Beatrice Eiring

In your opinion, what will be the most effective use of Generative AI in search marketing in the near future? Where will AI really make a difference in your daily working day and why? 

Quite clearly: In the creation of SEO website texts. AI will make text creation much faster and more efficient. Even though chatbots cannot yet take over all the steps in writing texts completely on their own, they are helpful sparring partners and thus increase productivity.

What was your biggest challenge in 2023 and how did you overcome it?

I think we all struggle with one problem or another that weighs on us. Finding one’s personal center, combining private and professional life in a healthy way, is always challenging. It has helped me to exchange ideas with others, set clear priorities, and spend more time in nature.

Read more

Session Preview: Digital PR Campaigns With Consistency

Gareth Hoyle

Consent required to load content from Youtube.
More Info Accept

Digital PR is hard, landing links via Digital PR consistently is even harder. For most clients, having a success rate of 1 in 5 campaigns isn’t acceptable, and Gareth is here to help. In this informative and entertaining talk, he will walk you through the strategies and tactics (with examples) that he uses to consistently launch and deliver Digital PR campaigns that ultimately lead to you or your client being positioned as an authority voice in their industry and the journalists approaching you. No AI driven HARO (Help A Reporter Out) nonsense. No made up surveys with a cheap infographic. Gareth will show you how to win big links consistently with no additional content needed on your website – and some techniques where you can utilise website content if it is available. Don’t miss this session if you are looking at driving link based authority and EEAT signals.

Session and Workshop Preview: Future Proof PPC Accounts for Volatile Times

Navah Hopkins

Consent required to load content from Youtube.
More Info Accept

While rules of engagement vary from market to market, one universal truth remains the same: wasted spend is the enemy. Now, more than ever. From account pitfalls, to geo specific restrictions, to an ever changing economic environment, it can be hard to stay on top of which strategies are still viable and which need to be retired. At the same time, there are some hidden gem tactics that not all markets adopt because they’re not immediately available and fly under the radar. Based on large sample size data, Navah will discuss strategies that are no longer viable, strategies that will find success in all markets and pitfalls to avoid in new and old Google/Microsoft accounts.

Session Preview: Future-Proofing Your Technical SEO Using ML&AI: A Hands-On Guide

Bastian Grimm

Consent required to load content from Youtube.
More Info Accept

From optimising content & metadata generation to keyword research, AI is everywhere. However, while in theory automating select time and resource intensive SEO tasks can significantly reduce costs, in practice, the process often proves too challenging due to the size of a website or the effort required on the technical side. This changes now, with the introduction of brand-new AI-powered tools. In this session Bastian will show you how to use state-of-the-art AI in combination with, e.g. vector databases to reliably automate select parts of your SEO work – like redirects and their mapping, and internal & external linking – to improve your SEO performance. He will guide you through today’s state play and point out plenty of practical tools and strategies along the way. This session is for every SEO who is ready to embrace one of the biggest shifts in our industry.

Session Preview: ​Why E-Commerce Brands Must Pay More Attention to the Google Knowledge Graph

Sara Moccand-Sayegh

Consent required to load content from Youtube.
More Info Accept

Feeding Google’s Knowledge Graph with accurate data is crucial for brands, as it helps Google understand the brand’s identity, offerings, and target audience. Historically, brands have dedicated considerable efforts to optimizing for the Knowledge Graph. With the emergence of Generative AI, this focus becomes even more crucial, especially for E-Commerce companies. As people increasingly start to use GenAI technology when making buying decisions, the risk of hallucinations generated by an “ill-informed” AI becomes much greater. To mitigate this risk, the key lies in supplying precise information through the Knowledge Graph. The icing on the cake is that you also get your knowledge panel with all relevant information. In this session, Sara will show you how to mitigate the Gen AI risk by paying more attention to the Knowledge Graph.

Session Preview: Changing our Thinking: The Hybrid Human/AI Approach for Breakthrough Innovation

John Ekman

Consent required to load content from Youtube.
More Info Accept

AI races on, and humans are running behind playing catch-up. We are asking ourselves if AI is a friend or an enemy? Will AI take our jobs or create new ones? Should we use AI to streamline current operations or jump forward and go “all – AI”? John Ekman argues that most companies (and people) are asking the wrong questions. The answers lie not with „either/or“ but are “yes – we should do both ”. In this keynote, you will learn how you can use AI in your innovation process as well as reaping tangible benefits from AI here and now.

Newsletter Fundiertes Wissen ist die Basis für alles! Melden dich für den Newsletter an und erhalten Sie:
  • 10% Rabatt auf dein erstes Ticket
  • Einblicke, Interviews, Tipps, Neuigkeiten und vieles mehr
  • Erinnerungen an Preisvorteile