The 2017 MN Search Summit took place this past Friday, June 23rd at the St. Paul RiverCentre. Between the locally-named summit rooms (Twin Cities, Gooseberry Falls, Iron Range and Boundary Waters), the Summit went off without a hitch. Below we’ve recapped some of the biggest “aha moments” as practitioners of SEO.
Krista Seiden, Analytics Advocate, Google
Although Krista’s keynote speaking session was aimed mobile app analytics as opposed to web analytics, there was still plenty of overlap given her past in the web world. Either way, the takeaway focused on the micro-moments that all marketers should know and understand: I-Want-To-Know/Go/Do/Buy. These four moments are the exact situations where consumers make decisions while searching. If you’re not marketing at those exact times, chances are you’re missing some of the most valuable time you can have in front of potential consumers.
Build It And They Will Come
Jenny Halasz, Owner, JLH Marketing Inc.
Jenny’s presentation talked all about analytics in the age of mobile – the part of marketing that any SEO expert should understand. Probably the most helpful take away from this was a quote, “Build it and they will come”. This simple reference asserted that mobile needs to be your priority in the web world. If you’re wondering why you’re not attracting mobile users, look at your site analytics and the answers lie within.
Conversions Always Come Down to One Customer
Ayat Shukairy, Best-Selling Author, Entrepreneur
Conversion Rate Optimization (or CRO as it’s referred to at times) aims to increase conversions as a whole. What’s key to note there – as a whole – meaning conversions should increase overall, but it’s crucial to understand that some audiences and individual users will be negatively impacted by your CRO recommendations. Ayat’s caveat to her presentation was that you mustn’t forget that conversions are always going to be personal; no matter what you do to improve conversions, the customer always converts how he/she prefers.
Words Are The New Links
David Mihm, Founder, Tidings/Minutive
David Mihm’s track record as a local search authority led him to sell his startup GetListed.org to Moz in 2012, after which he served as Moz’s Director of Local Search Strategy. If there is one thing you can start today as an SEO or Local Search expert, it’s to be collecting reviews across any and all review platforms, especially those that are considered reputable. David compares the need to collect reviews as the the need to collect links when SEO was first starting out. He affirms, “Words are the new links.”
With another year of the MN Search Summit in the books, we’re already excited for next year’s speakers and depth of knowledge!