“The Inbounder” – Inbound Marketing Conference in Valencia
by Gaurav Gupta
I am on the conference The Inbounder flown to Valencia and reports them live. In addition to the marvelous 25 degrees, The Inbounder is already interesting because of the line-up: Wil Reynolds, Rand Fishkin, Marcus Tandler, Aleyda Solis, Bas van den Beld and Wil Critchlow Over 1,000 participants.
For each of you, intending to read again, what is at stake in Inbound Marketing, I have written something about it: What is Inbound Marketing? I am anxious to see how the conference is going, because I believe there is no real consensus on what is meant by Inbound Marketing. The area is only starting to grow right now.
- Google has long been on its way to creating an artificial intelligence.
- Google is no longer a Search Company, but a Machine Learning Company.
- Previously Google was going to get the biggest index – today they want the most relevant index.
- In team of Google, there was a shift – Machine Learning has become very important.
- You have to adapt your content strategy today. Not as much content as possible, but much less, but good content.
- “If your content would disappear from the network – would miss him someone?”
- The right content at the right time is the goal.
- With SEO, it is no longer (only) about keywords, but rather, to pick up the customer at different points of the customer journey.
- You should look at the needs, wishes and fears of the customer and create content.
In Valentin’s lecture, content design was almost as important as the content itself.
- Simplicity means to curtail the extras, not the important things.
- You should recognize and fulfill the needs of your readers.
- Prioritizes the information visually.
- Uses real photos instead of stock photos.
- “There is no reading where there is no love”
Jennifer Sable López
- Know your goals
- Find your strengths with the Gallup Strength Finder
- You should make a Love / Like / Hate list
- And then for each area a representation have, if one times in the vacation goes.
- One should not only specialize in existing search queries in the future, but also those who do not yet exist.
- Above all, it is about personalized search results. The search for a “Paris trip” can vary enormously, depending on who is looking for it.
- Above all, many search queries have a monthly history.
- Google may therefore partly already know what you will be looking – before you even know it.
- In the Quality Rater Guidelines, there is no more evaluation for “Helpful supplementary Content”. More details here .
- For search queries one should not only look at the explicit word, but also what is connected with it. “London subway stations”, for example, can implicitly mean that the user is looking for the closest station or needs a certain route. These implicit signals become more and more important.
- An hour after Wil gave a lecture in Boston, “Wil Reynolds Slideshare” was ranked second in Google Suggest Suggestions. In Philadelphia (and everywhere else) the results remained the same.
- Behind each query you should understand the user intent and look at the search results. With “cloud computing” many search for PDFs, learning, tutorials – hardly a company will provide here only with a sale offer good results.
- He shows a PPC landing page of Dell, in a lot of technical terms are used, but nowhere is the actual need is met – namely, what cloud computing is and what it can. All other Adwords landing pages of other companies want to sell, explain the difference of their cloud to another cloud – but show no definition.
- Looking at the other hand, the organic search results, so all the companies are here keen to show the user what cloud computing is – with graphics and introductory articles.
- Takeaway: Look at your search results page and thought about what the user to that keyword exactly searches – without using a tool.
Bas van den Beld
- We have a problem: We have taken “Content is King” too seriously.
- We create too much content – and most of it is not high quality.
- Attention is a currency – it is now very difficult to get the attention of his audience.
- We create more and more content – but the commitment of the user returns.
- What you can do to discover new trends is: asking friends, watching people.
- Hubspot was (as many perhaps know) one of the first companies, which had operated as one of the first content marketing and created an “unfair advantage” against their competitors.
- Hubspot not only sees the conversion rate, but also how active the users are after the conversion. A landing page may have a higher conversion rate, but far less active users.
- According to Kieran, experiments are very important in his inbound marketing team.
- You should build a growth mentality in the team: always try new things, always try to be a step ahead!
The conference has hitherto held what it promised. First class speakers, interesting topics, can not go much wrong. The location is a dream, since no one can compete anywhere in the world. I am very glad to be there – not just because of the higher temperatures. Most of the lectures were in English, some in Spanish. There are simultaneous translators in the room, you can borrow free of charge – and so the language barrier is gone. A great idea, maybe for German conferences? Apart from the language barrier, however, the following applies: Especially the participants have a lot of knowledge here, the level is high and the conversations during the breaks are very interesting. I look forward to the second day!
So, that was it from The Inbounder for today – I hope the first little recap has pleased you!
December 12, 2016
December 12, 2016