Big data and business optimization versus campaign optimization and quality content.
If you weren't at SES San Francisco this week or weren't following the #SESSF Twitter hashtag religiously, then you may have missed out on some key learnings and takeaways. Before I delve into the specific takeaways, perhaps we'll touch on a few themes that in many cases transcended across the paid search, organic search, and social media topics. Those themes were "big data" and "business optimization," in contrast to campaign optimization, which can be myopic, and "quality content."
I had the privilege of speaking at the event and I presented "The Foundations of Search Engine Marketing," a PPC and organic primer session for those who are new to SEM, SEO, and perhaps digital marketing. Quite a challenge for a solo 50-minute session, but I did what I could. Perhaps the bigger challenge was following up directly behind Avinash Kaushik, Google's digital marketing evangelist, who always rocks the house. For PPC search strategists, perhaps Avinash's points are among the most important, which brings us to the six important SES San Francisco takeaways:
So, if your to-do list wasn't long enough, and your marketing budget wasn't large enough before, now you'll have some ammunition to get some more resources allocated, because if you don't step up your game, your competition will and they'll eat your lunch.
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