Lies, damned lies, and analytics

[kexej28769@nongnue]

by Russ Jones
Search engine optimization is a numbers game. We want some numbers to go up (links, rankings, traffic, and revenue), while others go down (bounce rate, load time, and budget). All of these numbers are based on assumptions that can mislead, deceive, or outright ruin your campaigns. Russ will help uncover the hidden biases, distortions, and fabrications that underlie many of the metrics we implicitly rely on and show you, from the ground up, how to create metrics that make a difference.


The strange situation of local Mike Ramsey
You know it exists. You know what an excerpt is, and you realize the importance of accurate listings. But with the increasing role of personalization and localization in every SERP, local can no longer be benin number data in its own silo – every search and social marketer must honor their own understanding. For that matter, it’s also time for local search marketers to broaden the scope of their work.


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Connecting Search Technology and Its Users
Alexis Sanders
SEO requires a delicate balance of working for the humans you’re hoping to reach, and the machines that will help you reach them. To differentiate in today’s SERPs, you need to understand engines, site layout, and even some machine learning in addition to emotional, raw, authentic connections with people and their experiences. In this talk, Alexis will help marketers of all stripes walk that line.