the frequency a kenny chung blog

It’s been a while since I’d been to an SEO meetup (it seems like all of the big players stopped running them), so I was delighted to see a great panel sponsored by Yext. There were a few good industry friends, as well as other talented folks. The full lineup was:

  • Mike King, Founder & Digital Marketing Consultant at iPullRank.com
  • Matt Ramos, Product Manager at LocalVox
  • Rhea Drysdale, CEO at Outspoken Media
  • David Minchala, SEO Manager at Yodle

There was a ton of great information, especially about personas and personalization. Below is my liveTweet coverage of the meetup:

If you’re running a large agency that can’t write localized content for every region, it makes sense to broadly define which topics you should cover (either based on current performance or what the top ranking sites have) and then have subject matter experts write specific local content. This is far better than just repurposing the same content for every region.

Paid search can tell you very quickly if people are actually searching for a specific topic in a region.

Sometimes, curating content provides enough value for Google to rank your site well. However, you must, must, must provide some sort of value otherwise you risk duplicate content penalties.

Track users throughout their customer journey so you can better attribute eventual conversions. Each touchpoint should have specific goals that lead to the main site conversion. Optimizing for each touchpoint allows you to help move consumers along.

The above should actually say “consumer life cycle”. Depending on your industry, you may want to track users throughout their anticipated cycle of use to see when potential dropoffs occur.

Browser fingerprints allow you to identify specific users, or specific subsets of users. If you track specific groups over time and set page values, it will help you refine your conversion path and user goals.

This is a good one. If your client doesn’t know what their KPIs should be, find out what their boss is judged on, and start from there. Very good advice for any type of marketing initiative.

Three of the four panelists agreed that the next big thing in SEO is personalization. Google will be able to show and tell you what you need before you tell them. Google Now is an example of this.


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