3XE Digital Conference Highlights

27 Oct 2017

3XE Digital Conference took place in our neck of the woods, so we didn’t have far to go for a day of interesting speakers and digital marketing in Croke Park.

We were delighted to see that our digital marketing services are following the latest guidance from the industry. It was a packed day, so we’ve condensed it into some key takeaways to share with you. 

By 2020, a massive 50% of all search will be by voice search

Barry Adams, Founder & CEO of Polemic Digital, shared this amazing prediction from comScore. We had a feeling things were going this way, but it was great to hear confirmation on this.

The best way to capitalise on voice search is to implement structured data and schema on your website. Structured data helps search engines understand your website. This is something we have been encouraging clients to do on our latest websites, as we have found it’s increasingly important for local search optimisation.

Barry also touched on how structured data can also improve how your search results appear, and impact how much real estate they get.

We’ve certainly noticed an increase in click-through rate on certain search results by implementing structured data. An example of this is introducing Google’s ratings schema, as we did with Seapoint Clinic. 

“SEO & PPC need to hug it out, why all the fighting?” - Trevor Koen

Trevor Koen from Imperic Media spoke about search engine optimisation and pay per click marketing. SEO and PPC operate in the same environment, so Trevor warned against allowing them to end up in silos.

It’s really important to ensure that your time investment for PPC & SEO is not being duplicated. By sharing information and learnings between both activities, your resources are streamlined and you can develop repeatable goals.

Trevor gave excellent tips on identifying search opportunities by looking at the key components of:

  • domain authority
  • keyword difficulty level
  • keyword volumes.

By combining these elements, strategies can be put in place for short, medium and long term goals for your SEO strategy. You can then fill in the organic search gaps with PPC marketing.

50% of all web traffic in Ireland goes to 68 websites

Not every link is worth the same. Backlinks do still matter with 80% of the backlinks you get affecting your ranking.

Lisa Myers from Verve Search spoke about how a small number of key websites, such as RTE.ie, The Journal.ie, The Guardian and The Times receive the majority of Ireland’s web traffic.

As such, it’s crucial to generate backlinks by creating unique and valuable content.

Lisa’s top tips for success were:

  • Find an idea that nearly worked and improve on it
  • Be willing to invest in building formats that can be used again
  • Don’t be afraid to come up with bad ideas: “You have to be willing to come up with bad ideas in order to come up with great ideas!”

3XE Digital had some fantastic contributors from a variety of digital marketing companies in Dublin and beyond. We always like to keep up to speed with the latest market data and trends, and were pleased to confirm that we already adhere to best practice with search marketing strategies. We’re excited to take what we heard at the conference to inspire ideas for our digital marketing strategy!

If you have any questions on these topics, don't hesitate to get in touch.

Sue Neary

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