SEMpdx https://www.sempdx.org Thu, 11 Feb 2016 20:50:16 +0000 en-US hourly 1 SearchFest 2016 Mini-Interview: Frederick Vallaeys https://www.sempdx.org/blog/searchfest-2016-mini-interview-frederick-vallaeys/ https://www.sempdx.org/blog/searchfest-2016-mini-interview-frederick-vallaeys/#respond Thu, 11 Feb 2016 19:18:49 +0000 https://www.sempdx.org/?p=18783 Frederick Vallaeys is speaking on PPC at SearchFest 2016, which is being held March 10th, 2016 at the Sentinel Hotel in Portland, Oregon. For more information or to purchase tickets, please click here. 1) Please give us your background and tell us what you do for a living. I joined Google in 2002 when there […]

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Todd Mintz

Todd Mintz knows PPC...knows Social Media...knows SEO...knows Blogging...knows Domaining...and knows them all real well. He is also a Director & Founding Member of SEMpdx: Portland, Oregon's Search Engine Marketing Association. He is a Senior Account Manager for 3Q Digital and is also a Director & Founding Member of SEMpdx: Portland, Oregon's Search Engine Marketing Association, and he can be found here on Google+.

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Frederick Vallaeys is speaking on PPC at SearchFest 2016, which is being held March 10th, 2016 at the Sentinel Hotel in Portland, Oregon. For more information or to purchase tickets, please click here.

See Frederick Vallaeys speak at SearchFest 20161) Please give us your background and tell us what you do for a living.

I joined Google in 2002 when there were about 400 employees to translate AdWords into Dutch (I was born in Belgium). I was one of the founders of the AdWords Editor, worked on Quality Score for many years, and helped acquire Urchin (now Google Analytics).

In 2012 when there were about 40,000 employees, I decided it was time for a change so I left Google and started doing AdWords consulting. I quickly found there weren’t enough hours in my day to do all the housekeeping work necessary to keep an AdWords account healthy so I started to look for ways to automate. I found the existing tools to be too expensive or too limited in their capabilities so I leveraged my engineering background to build my own automations with Scripts.

That led me to cofound Optmyzr, where we offer our customers prebuilt AdWords Scripts as well as many other time-saving tools to manage PPC accounts.

2) What would you tell people who say, “AdWords Scripting looks really useful but I’ve never done any coding before”?

If you know how to copy-and-paste, you can use AdWords Scripts. But the real power of Scripts is that you can make your own edits to the code to make it do exactly what you want. It’s custom automation without all the overhead and complexity of the Ads API.

You can make very simple changes like add a new metric to a report, or do some very advanced things like build complex bidding rules. In most cases, you can leverage the code someone else has already written so that you save yourself many hours of coding. And if you don’t know how to program, you can still customize the code with a find-and-replace action for example.

3) My biggest fear about scripts is the nagging feeling that making everything automatic causes me to lose my “feel” for the account and that something important might not get done due to an imperfect understanding of what the script is supposed to do. How do you respond?

That’s a legitimate fear so I recommend you use automation as a tool to assist you rather than a tool to replace you. In fact, if you leverage the right type of automation, you can save many hours that you’d otherwise be stuck doing repetitive tasks and use this newfound time to work on new strategies, run experiments, etc.

Here’s an example, if you were to manually do A/B testing for ads or calculating account level Quality Scores, you’d spend hours just downloading the data, putting into Excel, and processing it before you got something useful. With Scripts, you can offload all the processing so that when you arrive at the office, the spreadsheets are ready for your review and then you can spend the whole day acting on your findings rather than waiting for reports to download.

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Todd Mintz

Todd Mintz knows PPC...knows Social Media...knows SEO...knows Blogging...knows Domaining...and knows them all real well. He is also a Director & Founding Member of SEMpdx: Portland, Oregon's Search Engine Marketing Association. He is a Senior Account Manager for 3Q Digital and is also a Director & Founding Member of SEMpdx: Portland, Oregon's Search Engine Marketing Association, and he can be found here on Google+.

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Building An Online Community – SEMpdx Event Recap https://www.sempdx.org/blog/events/building-an-online-community-sempdx-event-recap/ https://www.sempdx.org/blog/events/building-an-online-community-sempdx-event-recap/#respond Wed, 10 Feb 2016 22:08:35 +0000 https://www.sempdx.org/?p=18774 February 9, 2015 – The focus of this month’s event was building strong online communities.  Joining us was Moz’s Jennifer Sable Lopez, who shared several insights on how to do this effectively, including specific tactics to use throughout the process. Jennifer began by explaining how communities can help ease your organization’s marketing efforts – regardless […]

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Sarah Hinds

Sarah is a search marketing consultant, helping clients improve ROI through paid search, SEO and social media initiatives. She is also the Official SEMpdx Event Blogger and can be found at all of the monthly events.

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February 9, 2015Jen Lopez during preso Feb 2016 – The focus of this month’s event was building strong online communities.  Joining us was Moz’s Jennifer Sable Lopez, who shared several insights on how to do this effectively, including specific tactics to use throughout the process.

Jennifer began by explaining how communities can help ease your organization’s marketing efforts – regardless of the industry you’re in – and quickly dove into actionable tips to apply.

  1. Consistency is key.
  2. Encourage engagement. For example, members of Moz’s community have the opportunity to earn points.
  3. Follow a consistent code, or set of core values.
  4. Develop a content plan.
  5. Stick to your community rules. (i.e. Is there a spammer that should be removed?)
  6. Host events offline that your community can attend.
  7. Let your organization’s personality shine through on every channel you’re using.
  8. Assess your internal resources and enlist everyone in the company to participate. (Yes, even the controller!)
  9. Make it easy for community members to find each other.
  10. Utilize tools such as TrueSocialMetrics to measure engagement.

Among the night’s takeaways, Jennifer emphasized that you don’t need to do it all, all the time.  Focus on getting one thing set up and once it’s established, move to the next.  Start small and expand as you’re able.

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Sarah Hinds

Sarah is a search marketing consultant, helping clients improve ROI through paid search, SEO and social media initiatives. She is also the Official SEMpdx Event Blogger and can be found at all of the monthly events.

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SearchFest 2016 Mini-Interview: Kane Jamison https://www.sempdx.org/blog/searchfest-2016-mini-interview-kane-jamison/ https://www.sempdx.org/blog/searchfest-2016-mini-interview-kane-jamison/#comments Wed, 10 Feb 2016 14:28:32 +0000 https://www.sempdx.org/?p=18739 Kane Jamison will be speaking on Content Marketing at SearchFest 2016, which is being held March 10th, 2016 at the Sentinel Hotel in Portland, Oregon. For more information or to purchase tickets, please click here. 1) Please give us your background and tell us what you do for a living. I’m the founder of Content […]

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Todd Mintz

Todd Mintz knows PPC...knows Social Media...knows SEO...knows Blogging...knows Domaining...and knows them all real well. He is also a Director & Founding Member of SEMpdx: Portland, Oregon's Search Engine Marketing Association. He is a Senior Account Manager for 3Q Digital and is also a Director & Founding Member of SEMpdx: Portland, Oregon's Search Engine Marketing Association, and he can be found here on Google+.

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Kane Jamison will be speaking on Content Marketing at SearchFest 2016, which is being held March 10th, 2016 at the Sentinel Hotel in Portland, Oregon. For more information or to purchase tickets, please click here.

See Kane Jamison speak at SearchFest 20161) Please give us your background and tell us what you do for a living.

I’m the founder of Content Harmony, a content marketing agency based in Seattle. We have a strategy & creative team that help our clients with content marketing strategy, content creation projects, content promotion, and the analytics that tie it all together. We work with a fairly wide variety of clients, but in particular with mid-sized e-commerce and tech companies.

I got started in web marketing through blogging and WordPress around 2005. I made a career jump into a marketing role in 2009 shortly after I started learning SEO, and have been focused on content & search since then.

Now I spend my time overseeing our creative time and handling new business and marketing for the agency. I also get to do a lot of the “research & development” that comes with improving our services. A good example for the past year has been our focus on how we can best promote content to tightly targeted audiences with Facebook Ads.

2) Why do you have to market “excellent” content?

Like search, content is often a zero-sum game. For your organization to be the best resource on a topic online, you typically need to be better than someone else’s content for that same topic. So, the more key a topic is to your business, the more incentive you have to produce the best possible resource you can around that topic. You can take the approach of improving content so that it’s, say, 20% better than anything else out there, and sometimes that will work fine for a long time. But, it’s often not hard for someone to come along and make something slightly better or slightly newer than yours.

It’s also possible to go above and beyond, and cover a topic so well that nobody dares attempt to improve on your version. Rand Fishkin has described this content approach recently as 10x content and I think that’s a good concept to teach to other marketers when we’re trying to compete for a big topic.

With all of that said, I think that the most cost effective strategy is a combination of producing 10x content alongside a decent quantity of less substantial content that is ‘good enough’. For example, a Q&A section of a site with tons of long tail content is a great way to saturate a market for a topic and make sure your brand is always visible. But, it works much better on a site with decent domain authority, and that domain authority often has to be built with large 10x content types of projects that can be used for building audiences and links.

Above all else, I think producing ‘excellent’ content is the table stakes for creating brand awareness and earning the attention of customers when they’re not in purchase mode, regardless of SEO considerations and benefits.

3) How well can you tie content marketing to traditional business metrics?

Extremely well, if proper measurement is in place. We typically teach a model of aligning content marketing goals with 1 to 2 broad sales funnel stages: brand awareness, engagement, consideration/conversion, or retention.

Content marketing can drive goals in all of those categories. But, if you start a campaign or content program expecting to hit home runs on all of those – “we’re going to build links, gain lots of traffic, sell lots of stuff, and cut customer support calls” – you’ll often fall short.

When we can get a project to really hone in on which one of these is the primary goal for a program, and then set specific and reasonable goals in each area, then we have a much better chance of showing success.

I think the second aspect to actually connecting content marketing efforts back to results is having the right measurement in place, and that requires buy-in from multiple teams, plus a strong understanding where content fits into that model. If you’re running a B2B service company, content is always going to serve an awareness and engagement role, but you may not be able to track its affect on sales if that’s being done offline with an inside sales team. So, you need to credit content with the lead generation using multi-touch attribution, and you also need to track whether sales conversion rates improve as website leads show increased content engagement, and you need to train your sales team to use content as a sales tool, and you need to implement about 10 other ways of measuring content’s indirect effect on sales. That all takes a lot of effort that doesn’t happen unless marketing and sales leadership is on the same page. If they’re not on the same page, then it’s unlikely that all of the measurement will be in place that allows you to properly connect all the dots.

In other organizations, like e-commerce, it can be much more simple to demonstrate the direct connection between content-driven traffic and conversions, so it differs quite a bit for every business.

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Todd Mintz

Todd Mintz knows PPC...knows Social Media...knows SEO...knows Blogging...knows Domaining...and knows them all real well. He is also a Director & Founding Member of SEMpdx: Portland, Oregon's Search Engine Marketing Association. He is a Senior Account Manager for 3Q Digital and is also a Director & Founding Member of SEMpdx: Portland, Oregon's Search Engine Marketing Association, and he can be found here on Google+.

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SearchFest 2016 Mini-Interview: Aaron Levy https://www.sempdx.org/blog/searchfest-2016-mini-interview-aaron-levy/ https://www.sempdx.org/blog/searchfest-2016-mini-interview-aaron-levy/#respond Tue, 09 Feb 2016 13:52:46 +0000 https://www.sempdx.org/?p=18734 Aaron Levy is speaking on PPC at SearchFest 2016, which is being held March 10th, 2016 at the Sentinel Hotel in Portland, Oregon. For more information or to purchase tickets, please click here. 1) Please give us your background and tell us what you do for a living. I sort of fell into the digital […]

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Todd Mintz

Todd Mintz knows PPC...knows Social Media...knows SEO...knows Blogging...knows Domaining...and knows them all real well. He is also a Director & Founding Member of SEMpdx: Portland, Oregon's Search Engine Marketing Association. He is a Senior Account Manager for 3Q Digital and is also a Director & Founding Member of SEMpdx: Portland, Oregon's Search Engine Marketing Association, and he can be found here on Google+.

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Aaron Levy is speaking on PPC at SearchFest 2016, which is being held March 10th, 2016 at the Sentinel Hotel in Portland, Oregon. For more information or to purchase tickets, please click here.

See Aaron Levy speak at SearchFest 20161) Please give us your background and tell us what you do for a living.

I sort of fell into the digital space when I was 20; thanks to pressure from mamabear I started scouting out summer internships FAR too early (we’re talking mid November), so I was getting a lot of “uhhh, what are you doing” responses. At the time, DuPont was building a co-op program, and had a last second drop out from another school. I happened to be at the right place at the right time, and wound up working full time for about 7 months there. I was largely responsible for Analytics there, but also ran a 6 figure search campaign. I worked at a few agencies around the Philly area (and ran my own for a very short period), so I gained experience working in a ton of different verticals, channels and with various sized teams.

I’ve been with Elite for about a year and a half, and oversee team “Northeast-but-not-in-NYC.” The team is about a dozen strong, with experience levels ranging from just a few months to 10+ years. My title (aren’t they fun?) is Manager of Client Strategy; In our world that means I’m both in charge of the team (though our model doesn’t fit the traditional boss mold), and for driving big picture strategy among clients.

2) You’re sharing the stage with Purna from Bing. How does AdCenter stack up against AdWords and where do you think AdCenter needs to improve most?

Bing Ads (AdCenter’s dead!) and AdWords are looked at as big and little siblings far too often in my opinion. Pretty much everyone follows the same mindset; I’ll build my campaigns on Google, port them over to Bing and never look at them again. Problem is they’re fundamentally different audiences. Bing and Google’s ad products share many of the same features, but the user behavior varies, techniques/tricks vary and a lot of the core features like match types and targeting are a good deal different.

Bing needs to work the most on usability, particularly for bulk changes. They’ve made huge strides in the editor they’ve developed, but it’s still painfully sluggish relative to AdWords. That and volume, but that’s where Windows 10 comes in.

3) What are the top 3 PPC metrics that you feel many search managers overlook?

Oh man, loaded question here but one that comes up a LOT. I’m gonna give two answers, one true metrics and one “alternative” metrics.

Conversion Rate: I feel like this one is gaining popularity as there’s more and more discussions around CRO, but it’s not just about “ooh move this button,” or “hey re-arrange the cart.” We need to start looking at the full customer journey around message match from keyword-to-ad-to-landing page. We can’t look at CVR and blame it on just one tool.
Impression share (both for you and competitors). You can pretty quickly spot shifts in competitive strategy if you monitor this over time, but most people look at it on a one time basis, catching changes before it’s too late.
CPC’s: Shocker, right? A lot of CPC is in our control, but a lot of it isn’t. We need to keep a close eye both on what we do (bid changes, effect of copy changes, match type swaps), and the overall dynamics of the marketplace. We can’t control everything!

….but that said, we need to break OUT of PPC from time to time to see how we effect broader businesses. Here’s a post I put together a few years back on digging deeper that still holds true. http://acquisio.com/blog/ppc-marketing/alternative-ppc-success-metrics-you-should-be-using/

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Todd Mintz

Todd Mintz knows PPC...knows Social Media...knows SEO...knows Blogging...knows Domaining...and knows them all real well. He is also a Director & Founding Member of SEMpdx: Portland, Oregon's Search Engine Marketing Association. He is a Senior Account Manager for 3Q Digital and is also a Director & Founding Member of SEMpdx: Portland, Oregon's Search Engine Marketing Association, and he can be found here on Google+.

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SearchFest 2016 Mini-Interview: Zeph Snapp https://www.sempdx.org/blog/aleyda-solis-will-speaking-on-seo-strategy-at-searchfest-2016-which-is-being-held-march-10th-2016-at-the-sentinel-hotel-in-portland-oregon-for-more-information-or-to-purchase-tickets-please-click/ https://www.sempdx.org/blog/aleyda-solis-will-speaking-on-seo-strategy-at-searchfest-2016-which-is-being-held-march-10th-2016-at-the-sentinel-hotel-in-portland-oregon-for-more-information-or-to-purchase-tickets-please-click/#respond Mon, 08 Feb 2016 13:51:51 +0000 https://www.sempdx.org/?p=18628 Zeph Snapp was going to speak at SearchFest, but had to drop out. Still, he gave us a good interview, so we decided to publish it. For more information or to purchase tickets, please click here. 1) Please give us your background and tell us what you do for a living. First off, this is […]

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Todd Mintz

Todd Mintz knows PPC...knows Social Media...knows SEO...knows Blogging...knows Domaining...and knows them all real well. He is also a Director & Founding Member of SEMpdx: Portland, Oregon's Search Engine Marketing Association. He is a Senior Account Manager for 3Q Digital and is also a Director & Founding Member of SEMpdx: Portland, Oregon's Search Engine Marketing Association, and he can be found here on Google+.

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Zeph Snapp was going to speak at SearchFest, but had to drop out. Still, he gave us a good interview, so we decided to publish it. For more information or to purchase tickets, please click here.


Zeph Snapp Mini Interview 20161) Please give us your background and tell us what you do for a living.

First off, this is my third straight year speaking at SearchFest, and my fourth attending, and it is always one of my favorite places in the country to go. The weather reminds me of my home in Mexico, and the food in this town is amazing. If I was ever to move back to the US, Portland would be at the top of my list (if I can still afford it then!).

I’m so thankful for the opportunity to come back to this conference again, and am really excited about my presentation, as the topic is super interesting, and way out of my comfort zone!

My background? I’m a bilingual, bi-cultural entrepreneur who is attempting to run two businesses at the same time. The first is a digital agency called Altura Interactive, that works with US companies (usually in the SaaS or virtual products space) reach Spanish speakers in the US and LATAM. The second is a startup project called Altura Auto, aimed help US Auto Dealers translate their websites (including their inventory) into Spanish in real time.

In my “spare” time I like to watch the Spurs play basketball, especially this new guy we have named LaMarcus Aldridge, who is just a great post player, defender, and overall a joy to watch (too soon?).

2) I’ve read stats about the large amount of mobile time spent within the app environment. Should non-app businesses be worried?

This is such an interesting question. Before I answer it directly, I absolutely think that digital agencies should be concerned. Creating content for the SERP’s, optimizing for search engines and the like have been our bread and butter for years. There are companies that I know of who are specializing in optimizing for the App store, and in app advertising, but some of us will not adapt, and that will eventually be very, very bad for business.

As far as non-app businesses, It has become all the rage for every business to want to build an app. But the think is, regular folks generally only use five apps! So if you aren’t in someone’s top five, you are barely relevant at all. Now, if you are in a vertical where people will use your type of service sporadically, like a landscaping company or a plumber, you don’t need an app, but you do need to be controlling your image on the apps that people are most likely to use, like Yelp or Google Maps.

On the other hand, if you work in a vertical where people are more likely to use your app if you reduce friction (like a pizza chain), then an app can absolutely be an excellent strategic decision.

3) I have B to B clients where mobile is great for getting the lead but terrible for closing the sale because people don’t think to make a business purchase on a mobile phone. Do you think this will ever change?

Yes, because eventually mobile will be the majority of the web. It is just like the beginnings of eCommerce, where we were afraid to buy online. The more we become comfortable with buying things on our phones, the closer we will get to that moment.

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Todd Mintz

Todd Mintz knows PPC...knows Social Media...knows SEO...knows Blogging...knows Domaining...and knows them all real well. He is also a Director & Founding Member of SEMpdx: Portland, Oregon's Search Engine Marketing Association. He is a Senior Account Manager for 3Q Digital and is also a Director & Founding Member of SEMpdx: Portland, Oregon's Search Engine Marketing Association, and he can be found here on Google+.

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SearchFest 2016 Mini-Interview: Mike Arnesen https://www.sempdx.org/blog/searchfest-2016-mini-interview-mike-arnesen/ https://www.sempdx.org/blog/searchfest-2016-mini-interview-mike-arnesen/#respond Fri, 05 Feb 2016 14:11:22 +0000 https://www.sempdx.org/?p=18653 Mike Arnesen will be speaking on Semantic Search at SearchFest 2016, which is being held March 10th, 2016 at the Sentinel Hotel in Portland, Oregon. For more information or to purchase tickets, please click here. 1) Please give us your background and tell us what you do for a living. My background continues to crack […]

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Todd Mintz

Todd Mintz knows PPC...knows Social Media...knows SEO...knows Blogging...knows Domaining...and knows them all real well. He is also a Director & Founding Member of SEMpdx: Portland, Oregon's Search Engine Marketing Association. He is a Senior Account Manager for 3Q Digital and is also a Director & Founding Member of SEMpdx: Portland, Oregon's Search Engine Marketing Association, and he can be found here on Google+.

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Mike Arnesen will be speaking on Semantic Search at SearchFest 2016, which is being held March 10th, 2016 at the Sentinel Hotel in Portland, Oregon. For more information or to purchase tickets, please click here.

See Mike Arnesen speak at SearchFest 20161) Please give us your background and tell us what you do for a living.

My background continues to crack me up and frequently makes me wonder how the heck I got to where I am.

Back in the early 2000s, I a was just a punk rock kid with a mohawk who reluctantly went to college to get a degree in History. From there, I stumbled my way into a entry-level web development job, learned about this “SEO thing”, and the rest is, as they say, history. I was the lead SEO, then the SEO manager, and finally the agency director at SwellPath for years before I started my own company, UpBuild.

I’ve been working on UpBuild for the past year and it’s been an unbelievable journey. Our team is now five people strong and I’m doing a lot of things I never would have imagined being possible. As the founder & CEO, my challenge is making sure our team is able to do great things for our clients and ensuring that we’re doing what we need to do to grow into the company we want to be long-term. On top of that, I’m speaking at SearchFest for the second time (which will always be a homecoming for me, since I essentially “grew up” on SEMpdx events) and even teaching analytics at PSU.

2) What’s the current state of semantic markup for search and where do you think it’s headed?

The state of semantic markup on the web is really interesting right now. I think we’re at a place where it’s simultaneously more important than it’s ever been, and also something that’s potentially not going to be worth the effort of implementing in years to come.

Right now, search engines are incredibly motivated (dare I say, desperate) to understand the web on a semantic level. It’s been that way for years, really. We’re well past the point where it’s good enough to have search results that are based on keywords; we need truly entity-based search. On Google’s side, they’re working to decipher searcher intent based on when/where/how people are searching, and simultaneously seeking to understand the concepts and entities that web pages discuss (not simply looking at the words, but asking “what do the words mean?!”).

What semantic markup allows us to do as SEOs and webmasters (is that a term we’re all still using?) is assist Google (and other engines, of course) in gaining that understanding. Through applying semantic markup and linking it back to recognized vocabularies, we’re providing clues about the true nature of the entities that our webpages discuss and/or represent.

Most of the data on the websites that marketers are concerned with is already structured. We have navigation areas, footers, paragraphs of text,

s, lists, comments, etc. Semantic markup allows us to connect that data structure to something meaningful by, for example, linking elements on the page to itemprops as defined on schema.org.

The question now is, “How much longer until Google’s AI is smart enough to decipher the meaning of structured datasets without having to rely on our semantic markup efforts?” This is already in progress and has been going on for years with high-authority sites on the web. Just notice the search results for Amazon the next time you’re searching for a product. They all have rich snippets for ratings and price, but guess what? Those pages don’t have any semantic markup (at least not in the SEO sense). Google has figured out how their data is structured on their own. How long until their systems can parse that out of the majority of sites on the web while also being able learn how to do it on new types of sites and platforms?

That said, I think semantic markup will absolutely be an important tool in our marketing toolbox for the next five years or more. Classic yes/no answer.

3) How might semantic markup positively affect both rankings and traffic volume?

Rankings? I can’t say and I don’t necessarily like to speculate. I had a VP of Marketing come to me the other day saying, “I read this article online that said using semantic markup will increase your ranking by four spots!” Four spots? For what search query? In whose results? In what context?

Could semantic markup help your rankings directly or indirectly? I’d say that it likely would. However, it’s by no means a panacea. Semantic markup should not be used with the expectation that it will cause your ranking for X to jump to position Y.

I advocate for structured data and semantic markup not because they’re going to increase your rankings or get you more traffic, but with the goal of getting more qualified traffic. If search engines have a better understanding of what your site offers and whom it serves, they’re going to be able to send you visitors who actually want to be there.

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Todd Mintz

Todd Mintz knows PPC...knows Social Media...knows SEO...knows Blogging...knows Domaining...and knows them all real well. He is also a Director & Founding Member of SEMpdx: Portland, Oregon's Search Engine Marketing Association. He is a Senior Account Manager for 3Q Digital and is also a Director & Founding Member of SEMpdx: Portland, Oregon's Search Engine Marketing Association, and he can be found here on Google+.

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SearchFest 2016 Mini-Interview: Elizabeth Marsten https://www.sempdx.org/blog/searchfest-2016-interview-elizabeth-marsten/ https://www.sempdx.org/blog/searchfest-2016-interview-elizabeth-marsten/#respond Thu, 04 Feb 2016 13:32:38 +0000 https://www.sempdx.org/?p=18640 Elizabeth Marsten will be speaking on eCommerce PPC at SearchFest 2016, which is being held March 10th, 2016 at the Sentinel Hotel in Portland, Oregon. For more information or to purchase tickets, please click here. 1) Please give us your background and tell us what you do for a living. I am the Director of […]

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Todd Mintz

Todd Mintz knows PPC...knows Social Media...knows SEO...knows Blogging...knows Domaining...and knows them all real well. He is also a Director & Founding Member of SEMpdx: Portland, Oregon's Search Engine Marketing Association. He is a Senior Account Manager for 3Q Digital and is also a Director & Founding Member of SEMpdx: Portland, Oregon's Search Engine Marketing Association, and he can be found here on Google+.

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Elizabeth Marsten will be speaking on eCommerce PPC at SearchFest 2016, which is being held March 10th, 2016 at the Sentinel Hotel in Portland, Oregon. For more information or to purchase tickets, please click here.

See Elizabeth Marsten speak at SearchFest 20161) Please give us your background and tell us what you do for a living.

I am the Director of Paid Search for CommerceHub in Seattle, WA where I lead a team of paid search specialists and guide the overall best practices across our book of ecommerce clients. Before that I was at a full service digital marketing agency where I headed the service areas of PPC, SEO, social media, analytics and content. I also thought pay-per-click marketing was “paperclip” marketing when I got started back in 2006. Turns out, that’s not what it means.

2) What can a vendor do in creating a shopping feed to make it more likely to generate PPC sales?

Data quality is paramount- making sure the required attributes are being provided and updated regularly is key, but making sure that product titles, categorization/taxonomy are as specific as possible and that in stock vs. out of stock items are up to date, so that you don’t waste ad spend on clicks that can’t convert or lead searchers to the wrong product or variation of a product.

3) How can a niche vendor compete against the largest e-commerce monoliths?

Product titles- test them, get the best possible info in them and get the most important info up front. For example, you may not need the word “women’s” in the title of a dress, since it could be implied that’s what the product is, so instead that space in the title could be used for another descriptor term. Like instead of “Women’s Little Black Dress” go with “Little Black Dress – Knee Length” – you’ll need to experiment and find out what works for you, just make sure to do a split test and not change all products that the test could effect at the same time. Establish a control and experiment set of products. Another case where this makes sense to try is with brand names, technically you are submitting a brand name through the attributes in the feed, but a certain brand may carry more “weight” in the title as well.

Timing – large ecommerce monoliths have lots of budget, but if you don’t, consider an ad schedule that saves budget for later in the day or during specific hours and bidding down during super peak hours and boosting in the periods right before or after to stretch that budget out during the day.

Take control of your Google Seller Ratings potential – as a non-monolith, one thing that can lead a shopper (besides price) to choose one advertiser over another is any kind of ratings info. At the very least, get started so that any 3rd party reviews you have (like with Price Grabber, Bazaar Voice) is being counted and if you have any bad reviews, make sure to address those. A little reputation management can go a long way.

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Todd Mintz

Todd Mintz knows PPC...knows Social Media...knows SEO...knows Blogging...knows Domaining...and knows them all real well. He is also a Director & Founding Member of SEMpdx: Portland, Oregon's Search Engine Marketing Association. He is a Senior Account Manager for 3Q Digital and is also a Director & Founding Member of SEMpdx: Portland, Oregon's Search Engine Marketing Association, and he can be found here on Google+.

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SearchFest 2016 Mini-Interview: Marty Weintraub https://www.sempdx.org/blog/searchfest-2016-interview-marty-weintraub/ https://www.sempdx.org/blog/searchfest-2016-interview-marty-weintraub/#respond Wed, 03 Feb 2016 13:28:23 +0000 https://www.sempdx.org/?p=18638 Marty Weintraub will be speaking on “Social? Psychographics? Data? SEO? PR? Content? PPC? What the hell is Marketing Now ANYWAY!” at SearchFest 2016, which is being held March 10th, 2016 at the Sentinel Hotel in Portland, Oregon. For more information or to purchase tickets, please click here. 1) Please give us your background and tell […]

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Todd Mintz

Todd Mintz knows PPC...knows Social Media...knows SEO...knows Blogging...knows Domaining...and knows them all real well. He is also a Director & Founding Member of SEMpdx: Portland, Oregon's Search Engine Marketing Association. He is a Senior Account Manager for 3Q Digital and is also a Director & Founding Member of SEMpdx: Portland, Oregon's Search Engine Marketing Association, and he can be found here on Google+.

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Marty Weintraub will be speaking on “Social? Psychographics? Data? SEO? PR? Content? PPC? What the hell is Marketing Now ANYWAY!” at SearchFest 2016, which is being held March 10th, 2016 at the Sentinel Hotel in Portland, Oregon. For more information or to purchase tickets, please click here.

See Marty Weintraub speak at SearchFest 20161) Please give us your background and tell us what you do for a living.

I’m an entrepreneur, author, speaker, musician and founder of Aimclear®, a driven marketing agency dominant in audience targeting, customer acquisition and classic creative values. My job title is “Founder.”

Aimclear made the prestigious Inc. 500/5000 list in 2012, 2013, 2014 & 2015 (fastest growing privately held US companies) and should make it again for the fifth straight year. My job is to advise Aimclear’s agency vision, services, content, creative…hands-on and work directly with select clients. It’s my pride and joy that our little (34 people) company-that-can was thrice named a top 100 workplace by Minnesota Business Magazine. Because we have such a kick ass team, I got the credit and was thrice honored as a “Top 25 Most Influential PPC Expert” and 2013 US Search Personality Of The Year. One my favorite jobs is to judge and present at The US Search Awards and European Search Awards. Aimclear won multiple 2015 US Search Awards including “Best Use Of Social In A Search Campaign” for our work with Airbnb.

I get out of the office to speak a lot on the international conference circuit. Over the years I’ve had the pleasure of appearing in front of hundreds of search & social marketing conference audiences, from Jerusalem to Sydney. Aimclear’s credits include eBay, Airbnb, Dell, Eurail, Firestone, Amazon, Victaulic, Martha Stewart Omni, Intel, Travelocity, Macy’s, GoDaddy, 3M, SecondLife, Siemens, The Washington Post and numerous others.

I’ll be keynoting PPC Hero Conference, SMX Munich and others this year. I count SearchFest and the Portland community as a a total favorite, having a number of friends, clients and deep Oregon history…and then there’s the wine :).

With my team’s incredible support, I wrote two books: “Killer Facebook Ads”? and “The Complete Social Media Community Manager’s Guide: Essential Tools and Tactics for Business Success” on the Wiley/Sybex label. Aimclear gets a lot of ink, having been cited & quoted in respected publications including WSJ, Forbes, Inc., Entrepreneur, MediaPost, Adage and others.

My hobbies are food, wine, photography, travel, cooking and antique electronics. Aimclear hails from the great State of Minnesota.

2) If you were to explain what psychographic targeting is and why it is important to someone outside our industry, how would you do it?

Psychographics are about who people actually are at the deepest personal level. This includes interests, affinities, proclivities, biases, politics, issues, sexuality, occupations, habits, freaky shit, relationship status, income, net worth and just about any other aspect of a human, thousands upon thousands of attributes. Search marketers who also target psychographic sand merge the data, target both the inquiry and the credential. In other words, using psychographics we marry the identity and queries tendered by audiences.

One super cool evolution is that psychographics now include pretty radical “Intender” data. Essentially marketers can target users based on what big data says their GOING TO or ABOUT TO purchase. From cars to travel, cosmetics to clothing, Internet data rocks.

3) What are some of the top mistakes companies are making in social media and how should they correct them?

Here are some of the top mistakes we see:

Buying social pay per click and abandoning the program based on the CPA (cost per action) of the first touch. In reality, it often takes a retargeting pass after the first touch. Drive users into your site using social psychographics (Facebook Ads, LinkedIn Ads, Twitter Ads, Google Affinity Ads, etc.) and then run RLSA search to the audiences for the lowered CPA.

Creating amazing content that nobody sees. While there is some P2P organic visibility in social, it’s important to amplify organic success with paid (organic looking) social psychographic content amplification.

Not qualifying users based on ability to pay. Psychographic data includes a veritable bouquet of positive and negative financial qualification layers. These layers include net worth, liquid net worth (cash in the mattress), income, lines of credit, premium credit card usage, luxury brand affinities, etc.

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Todd Mintz

Todd Mintz knows PPC...knows Social Media...knows SEO...knows Blogging...knows Domaining...and knows them all real well. He is also a Director & Founding Member of SEMpdx: Portland, Oregon's Search Engine Marketing Association. He is a Senior Account Manager for 3Q Digital and is also a Director & Founding Member of SEMpdx: Portland, Oregon's Search Engine Marketing Association, and he can be found here on Google+.

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SearchFest 2016 Mini-Interview: Cindy Krum https://www.sempdx.org/blog/searchfest-2016-mini-interview-cindy-krum/ https://www.sempdx.org/blog/searchfest-2016-mini-interview-cindy-krum/#respond Tue, 02 Feb 2016 14:06:15 +0000 https://www.sempdx.org/?p=18630 Cindy Krum will be speaking on Mobile Search at SearchFest 2016, which is being held March 10th, 2016 at the Sentinel Hotel in Portland, Oregon. For more information or to purchase tickets, please click here. 1) Please give us your background and tell us what you do for a living. I am the CEO & […]

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Todd Mintz

Todd Mintz knows PPC...knows Social Media...knows SEO...knows Blogging...knows Domaining...and knows them all real well. He is also a Director & Founding Member of SEMpdx: Portland, Oregon's Search Engine Marketing Association. He is a Senior Account Manager for 3Q Digital and is also a Director & Founding Member of SEMpdx: Portland, Oregon's Search Engine Marketing Association, and he can be found here on Google+.

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Cindy Krum will be speaking on Mobile Search at SearchFest 2016, which is being held March 10th, 2016 at the Sentinel Hotel in Portland, Oregon. For more information or to purchase tickets, please click here.

See Cindy Krum speak at SearchFest 20161) Please give us your background and tell us what you do for a living.

I am the CEO & founder of MobileMoxie, which is based in Denver, CO. We do mobile SEO and App SEO strategy and consulting. We are also developing a set of web tools for SEO’s. Marketers & Developers who need help with ‘mobile’. In addition to working on client projects, over-seeing the tool development projects, delivering in-house mobile training seminars, I speak at domestic and international digital marketing conferences, and write whenever I can.

2) Where is Google going with app indexing and will it change the paradigm of (Mobile) “Web First”?

I just completed a long article that covers a lot of topics that I am passionate on, related to this question, so hopefully we can link to it, and I will try and keep my response here brief! I am very passionate about mobile, and its ability to democratize internet access, even in places where digital technology is scares, and mobile internet connections are slow. Information and communication are empowering – Obviously I am a marketer, and I want to help clients make money, but I also hope to make the web a better over-all experience on mobile.
I am excited about AMP pages and App Streaming, and all the other things on the horizon for mobile. I do think that App Indexing is a game changer, mostly because I think it will disconnect the apps from the OS, so any app that can be streamed over the web will work on any phone. I have a sneaking suspicion that Google will launch App Streaming in Chrome only, in order to gain market share on iOS devices, and because it might just be harder to ensure a good experience on a browser that they don’t control. Also, it would give Android users more access to the iOS catalogue of apps. This is important, since lots of app developers focused on iOS apps first, and some have still not bothered to develop an Android app.

Never the less, even with whatever limitations there are, OS-independent apps will be great for users and developers, great for Google, and great for Deep linking. Once we have streaming apps that will make it a lot easier for Google to surface deep links, knowing that users will be able to access the content (as long as they are on Chrome & WiFi). Google may also begin to preference deep links to apps, at different connection speeds, or if apps appear to be a better user experience than the website – especially important on new connected devices like watches and cars, where apps are often a better/faster experience than Responsive Design websites. At this point, I think the concept of ‘Mobile First’ is even a bit passé, though many companies still have not embraced it. The reality is ‘Cross-Device First.’ People move seamlessly between devices, and between app and web, and successful brands must do the same.

3) How will Google Amp change the mobile landscape?

I see AMP as a mixed blessing. If you have not checked them out, they are SUPER fast, and that is very exciting (Click this link from your phone & test search a news story, to check it out). The less exciting part about AMP is the need to develop and manage another set of mobile-specific pages, and manage attribution, ad pricing and the like accordingly. It feels a bit like a bait and switch, because lots of news sites just recently completed redesigns, to eliminate the mobile-specific ‘mDot’ domains, and go to responsive. From a practical perspective, AMP pages are just a stand-in for a really great mDot site (if that ever existed). The difference is in the back-end technology, which is admittedly, really cool! Still, part of me is already anticipating that Google will use websites that participated in the initial AMP project to develop a machine learning algorithm that compares regular pages with AMP pages, then use that learning to improve the mobile transcoding that is being used in Google Lite Web at the browser level. If that happened, eventually all pages could benefit, and at least have a dash of AMP ‘flavor’ in their rendering process. I also wonder if the active caching and compression used in the AMP page serving was originally developed to be used in the App Streaming project, or if the knowledge in the two projects was actively cross-applied. It is certainly a fascinating time to be in mobile!

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Todd Mintz

Todd Mintz knows PPC...knows Social Media...knows SEO...knows Blogging...knows Domaining...and knows them all real well. He is also a Director & Founding Member of SEMpdx: Portland, Oregon's Search Engine Marketing Association. He is a Senior Account Manager for 3Q Digital and is also a Director & Founding Member of SEMpdx: Portland, Oregon's Search Engine Marketing Association, and he can be found here on Google+.

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Andrea Tucker – February 2016 Member of the Month https://www.sempdx.org/blog/andrea-tucker-february-2016-member-of-the-month/ https://www.sempdx.org/blog/andrea-tucker-february-2016-member-of-the-month/#respond Mon, 01 Feb 2016 16:00:31 +0000 https://www.sempdx.org/?p=18485 Meet Andrea Tucker, our first ever Member of the Month. Andrea is Digital Programs Director at Monkee-Boy Web Design, Inc, which is a web design and marketing agency based in Austin, Texas; however, she recently moved to Portland. We asked her to tell us more about herself by answering a few pertinant questions. So sit […]

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Jessica Ward

Jessica Ward

Digital Strategist & SEM Manager at MKG Marketing Inc

Jessica is Director of Membership for SEMpdx. She enjoys managing SEM campaigns for MKG Marketing Inc, making her son laugh, and loves books, nature, and Yorkies.

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Andrea Tucker - SEMpdx Member of the Month

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Meet Andrea Tucker, our first ever Member of the Month. Andrea is Digital Programs Director at Monkee-Boy Web Design, Inc, which is a web design and marketing agency based in Austin, Texas; however, she recently moved to Portland.

We asked her to tell us more about herself by answering a few pertinant questions. So sit back with your favorite beverage and enter the world of Andrea Tucker.

About Andrea Tucker

Area(s) of Expertise
SEO, Web / App Development, Content Marketing

What do you like most about Digital Marketing and why?
“This is a tough question because there are so many different digital marketing tactics. We have more of an inbound marketing methodology at our agency. What I like most about it is that the focus is all about engaging with the user and fulfilling their needs. You can form a connection with your audience instead of shoving your brand in their face and hoping it sticks. I also love that everything can be measured with analytics! You can fine tune your strategy when everything is being measured to produce the best results. The numbers don’t lie!”

What advice do you have for a college student who is interested in your area(s) of expertise?
“Apply for an internship at a digital marketing agency. You will learn a ton. There is nothing better than hands-on experience when it comes to learning and professional growth.”

SEMpdx

Why are you a member of SEMpdx?
“I moved to Portland from Austin, TX in June. Only myself and two developers work remote (one of them is in Portland here) for our company. The rest of the company is based in our Austin office. It gets a little lonely working from home and I think joining SEMpdx is a great opportunity to network here in Portland and meet others in the industry. I also really liked the topics of the events and I’m looking forward to attending SearchFest!”

If you could hear anyone speak at an event, who would it be and why?
“I’d like to see Matthew Inman speak again. I attended his keynote at SXSW 2013 and it was really interesting and funny! He is a really good speaker and one of the best I’ve seen at conferences I’ve attended. The Oatmeal is my favorite web comic and it’s really cool that he went from being a web designer to creating one of the most popular web comics on the internet!”

Randomness

If you weren’t doing what you’re doing now (marketer, developer, etc), what would you do?
“I’d be a travel blogger. I love traveling and it would be cool to be able to do it for a living!”

Favorite Beverage and why?
“Red wine. Something about drinking a glass of red wine at the end of a stressful day is so relaxing.”

To Bacon or Not to Bacon?
“YES!”

Anything else you want the SEMpdx community to know about you?
“I’m looking forward to meeting SEMpdx community members at future events!”

Welcome, Andrea!

Make sure to welcome Andrea to Portland and the SEMpdx community in the comments below and when you see her at her first SearchFest in March – maybe buy her a glass of red wine. :)

Thanks Andrea for being our February Member of the Month!

Author information

Jessica Ward

Jessica Ward

Digital Strategist & SEM Manager at MKG Marketing Inc

Jessica is Director of Membership for SEMpdx. She enjoys managing SEM campaigns for MKG Marketing Inc, making her son laugh, and loves books, nature, and Yorkies.

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