Top Six Search Marketing Insights from SES Chicago

by: iCopywriter Senior Blogger, Gaia Veenis

The SES Chicago conference highlighted quite a few interesting techniques and success stories emerging from the Internet community this November 14-18. All sorts of businesses from the Internet marketing world were in attendance, representing everything from small startups to big household names.  Many of those companies revealed what brought them success and what they've learned to avoid. New developments in the realms of SEO and social media were also evident from the week’s events.   

SES is a conference series for digital agencies, online marketers, webmasters and other movers and shakers in the Internet industry. Since 1999, the organization has been hosting annual conferences in cities around the world, including Berlin, Chicago, Hong Kong, London, NYC, San Diego, San Francisco, Singapore and Toronto. This leading international series has become known as a guiding voice in the multifarious world of search engine marketing. The various SES events take different shapes around the world. This year’s event in Chicago was a comprehensive conference and exhibition that covered many important topics of the moment.

To get an idea of what went down at this year’s SES Chicago, consider a few of the hot topics of the conference and expo:

1. Advanced Keyword Modeling – Demand for keyword research is growing, based on emerging technologies such as Google Instant and the new intent-based results from Bing. With this kind of data, it’s now possible for Internet marketers to do comprehensive expansion and modeling to enhance their search, social media and traditional marketing efforts. 

2. Content Marketing Optimization – Content is truly the most important aspect of any successful SEO or social media marketing campaign. Some of the many content types to consider optimizing include web pages, rich media, Office docs, PDFs and other digital assets. 

3. Measuring Social Media Success – This conference session discussed the value that Internet marketers can and should be gaining from their blogging, Facebook status updates, tweeting and other social media efforts.

4. Multiple Sites and Duplicate Content – Having duplicate content on your website can result in penalties from Google and other search engines. To avoid being banned or penalized, it’s important to consider this issue and strenuously avoid posting duplicate content.  

5. SEO 2.0: Less is More – This session discussed how SEO can be overdone, and how to avoid that issue on your company's site. It’s important to shoot for just the right level of optimization to avoid overload without leaving search traffic open to the competition.

6. Smart Optimization – This session, titled “Reeling Them In: Attract and Convert Your Audience through Smart Optimization,” addressed the best practices to achieve high conversion rates. The overall message: segmentation, real-time reporting and other sources of insight help plan a better campaign and achieve a true marketing voice.    

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