Last month the Inbound 2012 online marketing conference was held in Boston, Massachusetts, gathering top advertising and branding experts in the field of digital communications. The experts shared insights, best practices, case studies and interactive presentations on the ever-changing digital marketing landscape. The guest speakers and presenters focused on the current trends in the industry, as well as what is to come in the future. Small business owners should stay abreast of the latest industry patterns so as to deploy similar strategies when launching their own local SEO campaigns.
Rundown of the event
A number of SEO experts stood at a podium in front of thousands of spectators and projected statistics, images and videos onto a massive screen behind them as they addressed the concerns and questions surrounding SEO practices. Some experts discussed the many factors leading up to the SEO boom as of late, while others looked to the future predicting what was to come based on past trends.
Of important note were the presentations that focused on best practices and case studies of how a variety of companies and industries have tailored their SEO strategies to combat specific problems or disparities. After figuring out the best way to implement an SEO plan into an existing online marketing campaign, these companies were able to report significant growth and opportunities with minimal investment.
One specific presentation at Inbound 2013 discussed several biases many companies and marketing teams may have with regard to SEO practices. These biases, the presenter explained, are holding back many companies and organizations from achieving optimal results from their online campaigns by limiting the extent of their SEO campaign.
One common bias in the SEO industry is that rank is all that matters. While SEO is based on the goal of achieving the highest possible search engine ranking in order to be viewed by as many consumers as possible to drive website traffic and sales, it is not the only aspect of SEO. In fact, a website's click thru rate is greatly influenced by both the ranking of a website and how the actual ranking appears to the user. High website traffic and, therefore, return on investment are typically the result of both a well-thought-out SEO strategy, strong titles, concise descriptions and appropriate tags. Even the quality of the image associated with a website's listing or ranking can leave an impression on the viewer and alter his or her decision to pursue further information on the website.