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2016 Internet SummitKey Takeaways

Textivia, Inc.

www.textivia.comAll information is considered privileged and confidential

"A marketer's role is really to tell a story. You're not selling X, Y, and Z. You're selling a story someone wants to be a part of. Find the story. Echo it in your design and messaging."

—Morgan Spurlock

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● Social media is critical - both for organic rankings and for brand engagement, reputation management, visibility, etc.

● Mobile has surpassed desktop - Google is thinking about ranking sites based on mobile speed and experience optimization first. Also, most email opens are in mobile now, so we must design for mobile experience first.

● Video growth is outpacing everything - video-based content is the future. Right now, 85% of video plays are muted, so caption all videos.

1. The Bottom-Line - Top Recurring Themes

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2. Key Concepts for Content & SEO● Consider personas and customer journey - the best-ranking sites have

content for all types of customers (personas) at every stage of discovery, acquisition, and retention (customer journey) - leverage blogs and FAQs

● Semantic relevance - we no longer need to stuff keywords. It's better to write content naturally using normal language, synonyms, and co-relevant terms.

● Entities - related to semantic relevance. Entities are like "keyword families". They include variations, synonyms, and co-relevant terms. Example: "Barack Obama", "44th POTUS", "Michelle Obama's husband", etc. - all 1 entity

● Readability: write using simple language - the "Flesch-Kincaid" readability score is quantitative, the "grandma test" is qualitative.

● All content is pay-to-play now - all content must be amplified to be visible

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4a. Most-Discussed Tools for Content & SEO● Screaming Frog - linking, errors, keyword analysis, etc.● Open Site Explorer - backlink analysis● Keywordtool.IO - voted best alternative to Adwords Keyword Planner● Moz Keyword Explorer - better & more in-depth than Adwords Keyword

Planner now● SEMrush - most SEOs go-to resource for ranking domains & rank-tracking● Ahrefs - track backlinks, keywords, brand mentions, & competitors● GetStat.com - rank tracking & SERPs analytics● DeepCrawl - website crawler and analytics for SEO improvement● DistilledU - online SEO university

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4b. Tools for Content Audits & Readability● nTopic - content relevancy score● URL Profiler - content & backlink auditor● www.voiceandtone.com - content auditor● http://readability-score.com - content readability tool● Jeff Greer - varied resources for content, including spreadsheet for grading

content● Kapost Content Auditor - comprehensive content auditor

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"Stop chasing the next big, cool thing,and just do your job better."

—Chris Moody

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5. Critical Ranking Factors from the Summit● Site Speed - mobile and desktop● Domain Authority - age, health, traffic, backlinks, etc.● Backlinks - quality over quantity● Structure and Layout - logical organization, slugs as short as possible,

proper header/paragraph structure, breadcrumbs● Technical SEO - "critical rendering path", internal links, optimized images, no

404s, proper 301s, robots.txt, XML sitemap, etc., mobile vs. desktop● Internal Linking - with proper anchor text and alt tags● Content - readability, font size, diversity, POV, optimized for personas● Performance - "dwell time" (Google's term for bounce rate), speed, etc.● Interactive Elements - user-experience is the bottom-line

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6a. Key Concepts for Design, Dev, & Marketing● "Friction" - the easiest experience always wins. Enhance user experience,

remove steps, maximize speed, minimize wasted time, making it "too" easy● Mobile-First - mobile usage is bigger than desktop now and only growing.

Still a strong desktop presence in certain B2B situations, though● Video - fastest-growing type of content. Will be pervasive in next few years● Speed - again. This was hammered home by every presenter● User Experience - must be seamless and consistent across all platforms,

driven by personas, user intent, and customer journey● Email Marketing - still has the highest ROI of any channel - mobile first● Local - need landing pages for all physical addresses, linked to each GMB

profile, and 2 different PPC ad spends (separate desktop from mobile ads)

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6b. More Concepts for Design, Dev, & Marketing● Six-Second Rule - any visitor to a website should be able to find what they're

looking for in 6 seconds or less. Goes back to "friction" concept. This includes page-load times

● Personas - know who the customers truly are, and tailor everything to them● Belonging and Feedback - site users want to feel welcome and integral to

the client's mission, and it's always a good idea to ask them for their opinions and feedback

● Shareable Elements - interesting, interactive, and topical website elements that can be shared socially will drive site performance, backlinks, and traffic

● F-Pattern Scanning - people naturally scan pages in an F pattern

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7. Tools for Design, Dev, & Marketing● Balsamiq - wireframing & mockups● Gliffy - process documentation● Mural.ly - creative, collaborative online brainstorming platform● CrazyEgg - visualize visitor flow on a website● Gephi - social network data visualization● MobileMoxie Toolset - optimize a website's mobile experience● AlchemyAPI - understand customer behavior and predict their needs● PageSpeed Insights - load time scores & suggestions for desktop & mobile

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"You're not guiding customers to what you want them to do. You're guiding them to what they want to do. If what you want them to do

and what they want to do on the site conflicts, your job then becomes either reconsidering your end goal or changing their minds about

what they thought they wanted."—Jeff Greer, MRM/McCann

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Questions?