Surviving the digital content revolution
Brad Parler is a rebel. Not your clean-cut, James Dean type of rebel, barreling headlong into the unknown astride a vintage Triumph. If you passed him on the street though, you might imagine he’d be right at home on a motorcycle. He certainly has the facial hair to back it up, and will be right at home amongst the other bearded DFWSEM members.
Brad comes to DFWSEM in January to open our 2016 presentation schedule with A Rebel’s Guide to Digital Marketing.
In 2016 you need to understand so much more than the importance of content. Let’s face it, we all know it’s really about establishing intent. And the key to success is knowing where you’re going with your content and why.
We are in the midst of a digital content revolution, rooted in the maker and re-mix culture, where user-created content is king. Brands and businesses that get out in front of this revolution will be the brands and businesses that stand out!
The media of this movement will no longer be a megaphone; rather, a means of holistic engagement, not forced participation. To hold your own in this firestorm of digital innovation and technology advancement, you’ll need to immerse yourself in the world of possibility this shift can opens up for marketers.
To put it plainly, you’ll need people like Brad Parler.
Every day Brad wakes up determined to rid the world of boring media. Raised with technology by parents who loved and encouraged him to explore, create and challenge the status quo, he thinks of himself as an accidental technologist – one who sees the underlying connections an app, tool, or gadget can bring to an unexpected audience.
Brad draws on over 17 years experience across two cutting edge branches of the digital communications landscape. With one foot firmly planted in the world of video production, and the other in the world of Internet Technology, he has achieved international industry attention. As more and more people discover his innovative talent for displaying important data in the most beautiful, easy-to-understand ways, they simply clamor for more
A future of visual engagement
Just listening to Brad Parler speak will have you itching to rebel from the status quo of mediocre media. Go with him on a journey, as he shows you in plain English, what it takes to capture your audience as never before.
By the end of this presentation you’ll understand:
- Why success is not just what you say, but how you engage
- The value of production in shaping peoples’perceived value of your brand
- How to engage an audience with dynamic data driven media
If you’ve been wondering how to avoid becoming one of those unfortunate marketers left by the wayside as your competitors shift another gear, you’ll find all the answers at our January meeting of DFWSEM. We can’t wait to welcome Brad to Dallas and we know you’ll be learning from the best there is when you join us to hear him speak. Register now to see Brad Parler next week.
A broadcast design and technology veteran, Brad Parler has shown he has the vision, insight, and agility to conceptualize, build and actively maintain a graphics and video-rich corporate communications network including over 70 large format displays and two large video walls.
Brad is a proud father of four. Get set for a look into his love of all things technology, a great looking beard, and testing geeky wellness experiments (ask him which major social network’s logo was re-designed to include his handlebar mustache for a day!).
Where on earth did your sales funnel go?
Susan Waldes can spot a micro moment at a thousand paces. On its own, that’s a pretty neat skill, but Susan is a woman who also knows how to make every one of them count. Her results-driven approach to the biggest conundrum in paid search makes her the perfect person to guide you through what has become a rapidly changing landscape in recent times. What is the biggest conundrum in paid search? Keep reading…
Susan comes to DFWSEM in February to present Navigating The Brave New World of Paid Search.
The demise of the sales funnel
We know you’ve heard Google talk a lot about “micro moments” lately. What this almost laser-focus on micro moments really means is that the funnel is dead. And that is where the conundrum starts…where exactly did your sales funnel go? The truth is we’ve already entered an unfamiliar landscape and if you haven’t been keeping up you’re in for a long and rough ride.
Let’s take a look at what you know about your conversions. The long tail died a couple of years ago. Most expert forecasts for 2016 indicate CPCs will continue to rise on the smaller set of keywords now in existence. More than 50% of searches are executed on mobile. Users are bouncing around on multiple devices and breaking into your funnel in all the wrong places.
So how can SEMs adapt their strategy to continue to drive and grow profit? By utilizing new and emergent features in innovative ways!
If that sounds a little too “out there” for you, stop worrying. Susan Waldes is here. At DFWSEM, that is. Susan will help us explore new ad types, targeting methods, and strategies. Those that allow SEM advertisers to drive continued profit and performance.
Settle in as Susan takes us deeper into this mysterious landscape, mining a bucket load of hidden gems along the way. We’ll get to know new features offered by both AdWords and BingAds.
The advent of Ad types like Call-Only Ads and App Install ads are changing what a “conversion” actually means, and allowing for new approaches to bidding.
Learn from Susan how Gmail Ads and newer remarketing capabilities allow you to “break away” from keywords all together, and yet drive “keyword-like” performance. Discover how RLSA and customer match work in synergy with content and social marketing strategies, to close the gap on conversion rates, and follow prospects across devices.
Find your place in the landscape
This masterful deep dive will help you get focus on the important questions for 2016. Why are these new features important? Are they a fit for your marketing goals? What are the best implementation practices? How does this change your day-to-day work? Susan will take us through case studies and real-world examples to answer these questions and more.
Come to our February meeting of DFWSEM and you’ll leave a changed marketer. We can’t wait to welcome Susan to Dallas and we know you’ll go home from this meeting with new insights and actionable ideas you can turn to profit.
After listening to Susan Waldes you’ll:
- Think in a new and strategic way about the future of paid search
- Be able to confidently implement new SEM features that fit your business goals
- Know how to implement new cross-channel strategies that boost SEM performance
- Be able to implement new strategies that allow advertisers to maintain positions despite rising CPCs
Bill Slawski reveals the mystery of entities and concepts
Bill Slawski gets patents. If you follow his blog at SEO By The Sea, you will know this. But how does a search marketer (even a crazy smart one), know how to make sense of those things? For Bill it’s easy. His work-day world may be all about winning at search, but like most badass SEOs, Bill has a back story.
As it turns out, that back story just might explain why he even picked up that very first Google patent and dug in. Bill completed his Law Doctorate at Widener back in 1991. His fascination for reading patents and white papers has made him an authority on where search is headed, and a godsend to the rest of the industry.
Bill comes to DFWSEM in March to present SEO and the New Search Results – A look at how Entities and Concepts have grown to become part of Google’s Search Results. This growth and integration has fundamentally changed how search works. It’s a change that touches everything, from fundamental tasks like keyword research and copywriting to page layout, site infrastructure, and more.
If you are going to make entities and concepts work for you, it’s important to understand how they inform search, and just as important to know when they don’t.
There’s one thing we can guarantee… if you haven’t changed the way you approach SEO in years, it’s a pretty safe bet you’re doing it wrong. If you get nothing more from Bill Slawski than understanding how you’re doing in this area, it may well be the most important DFWSEM meeting of your year!
Bill will walk you through all the ways search has changed in recent times, where those changes came from, and where they might be leading. In the process you’ll learn:
- What Google knows about entities
- How to understand Schema markup
- How Google Represents websites in search results
A tale of two Bills
Bill Hartzer, one of the Founders of DFWSEM and current Chairman, will provide a short presentation on SEO 101 — covering a handful of the basic concepts of search engine optimization that all digital marketers ought to know, and highlighting a handful of the most influential signals used by Google and Bing to determine relevancy and ranking prominence. Bill will also touch upon Structured Data, the semantic markup protocols that can affect how your website’s pages will be displayed in search engine results. This presentation will help all those who are newer at SEO to get up to a basic understanding, and may be a refresher for all who are more familiar with the concepts.
Bill Hartzer is the Senior SEO Strategist at Globe Runner. Bill is a frequent speaker and expert discussion panel participant at various internet marketing conferences and domain name events such as NamesCon, SMX, ClickZ, and PubCon conferences. Bill writes frequently for many online publications and sites. He maintains a blog on his website, www.BillHartzer.com, and is one of the original founders of the Dallas/Fort Worth Search Engine Marketing Association. He has over 18 years of search engine marketing, SEO, and social media marketing experience.
Bill Slawski started promoting websites and doing SEO in 1996 while working as a legal court administrator at the Superior Court of Delaware. He’s been involved in Internet marketing and web promotion ever since, providing consulting services for those needing help with visibility, ease-of-use, revenues and conversions.
Now President at SEO by the Sea and Director of Search Marketing for Go Fish Digital, Bill has worked on every kind of site, from nonprofits to Fortune 500, educational institutions to e-commerce, professional services to consumer goods and business-to-business.
In three decades of search experience, Bill has been a driving force at familiar agencies like Webimax, Key Relevance, Webadvantage, and Delaware Intercorp.
A regular speaker at industry conferences and events, Bill is also well known as the first half of the infamous pair behind weekly video “searchsposé” Bill and Ammon’s Bogus Hangout.
TIP: Episode #47 of Bill and Ammon’s Bogus Hangout recently featured a “drop-in” appearance by Google Web Trends Analyst, John Mueller.
Grow your local authority and expertise with DFWSEM
As a Google My Business Top Contributor, Joy has earned her reputation as Local search expert by helping others solve problems with their business listings every single day.
If you utilize local search at any level, you’ll want to see Joy talk about Common Google My Business Problems & How To Solve Them For Local SEO.
As many of us know, claiming your rightful place in Google’s local search results can be tricky, but sometimes staying there is the biggest challenge of all. When you find yourself facing that challenge, Joy Hawkins is the person you’d love to have on your side.
Whether it’s a problem you’re already facing, or one that you have nightmares about facing one day, Joy is here to help get you the answers.
Are you staring down the barrel of having to move premises and worried about getting Google to recognize your new location? Did you think your funky address was cool until you discovered Google doesn’t understand it? Maybe you wake in a cold sweat at the prospect of one day finding your beloved business shown as “permanently closed” in search results?
Every one of these scenarios will cost you money, and every day you fight against them will take a toll on you and your business. But there are solutions to all these situations and many others that may arise.
Spend an hour with Joy Hawkins at DFWSEM and you’ll understand what can happen, why it happens, and most importantly where to go and how to resolve each individual issue.
With more than a decade of experience in local SEO, Joy has seen and worked with, every iteration of Google’s local search model. In that time she has also given thousands of hours to the community through Google’s Top Contributor & MapMaker Regional Leads programs. But Joy is not one of those experts who just hangs out with the cool kids at Google. You’ll find her contributing on highly rated industry blogs like Search Engine Land and Moz, moderating at Local U and of course, speaking in Dallas!
This month’s opening Act
If you joined us for the DFWSEM meeting in March, you will have experienced our new-look meeting format. If not, then get ready for a double-dose of high-level expertise when you join us in April.
Our new, two person presentation format has already proven popular, with a DFWSEM Expert Member featured every month as an introduction to the topic before we hear from for.
This month, Joy Hawkins will be backed up by DFWSEM Expert Member Randall Turner, of Advice Interactive. And with more than four years experience working for the corporation that publishes Superpages.com, Randall is definitely the man for the job.
Randall is COO, and co-founder of Advice Interactive Group, an award-winning digital marketing and local search technology agency in North Texas. Whether you’re completely new to the Local SEO space, or just need to keep on top of the current trends and tactics, we have you covered.
Randall will bring us all up to speed with his presentation Basic Local SEO Elements. Settle in and take some notes as he takes us through:
- establishing a local website
- working with keywords and local region names
- optimizing local biz websites for business keywords and local keywords
- distributing NAP (Name, Address & Phone Number) to directories
- registering with Google My Business (GMB)
- including good industry categories at GMB
- auditing NAP citations to correct inconsistencies
Joy has worked in the Local SEO industry since 2006 and is part of Google’s Top Contributor and MapMaker Regional Leads programs. She contributes regularly to many online communities in the Local SEO world and is a Local Search Forum Top Contributor, Search Engine Land author, & Local U Forum moderator.
A contributor to the Local Search Ranking Factors survey at Moz, Joy has also written for the Moz blog. At Imprezzio Marketing, her daily responsibilities include troubleshooting ranking issues for the most complicated and difficult accounts, writing training manuals and training employees on how to use Google products and SEO-related tools and tactics. She also spends time selling and managing Local SEO, Social Media and AdWords accounts for small business owners, keeping up with new trends and processes in the Local SEO and Search Engine Marketing (SEM) world and incorporating these into products.”
Randall oversees high-level sales direction and sales strategy for Advice Interactive, working closely with both existing and prospective clients, and with the company’s sales and fulfilment teams. Before helping to build Advice Interactive Randall spent a little over 4 years with Verizon (now known as DexMedia), official publisher of Superpages.com. While at Verizon, he worked in sales, helping establish the company’s digital footprint in the print advertising industry, and won over 25 company awards. Randall is also very active in the DFW Metroplex community, and has served as both Executive Vice President & President for the Fort Worth Jaycees.”
How to Grab Your Million Minutes of Youtube Attention
As the impact of visual media marketing continues to expand across the online landscape, video is capturing more of every individual’s daily internet experience. Clearly the world’s second biggest search engine, YouTube is front and center as the phenomenon continues. And YouTube popularity is now being fed by another imperative, as it becomes the preferred platform for curating content originally created via livestreaming video services such as Periscope and Blab.
As marketers we know and understand the importance of doing video well. Unfortunately, knowing something is important does not easily transfer to nailing it on the first attempt. Or the second, third, or fourth… This is where DFWSEM comes in.
The May meeting of Dallas Fort Worth Search Engine Marketing Association sees two of the world’s foremost video marketing experts set to break down the most important things you need to know to grab your company’s million minutes of fame on YouTube.
A special welcome for two former DFWSEM Board Members
Our two guest speakers for May hold a special place when they take the stage at NOAH’S Event Center. As former Board members, Jeremy Vest and Jeff Martin have given their time, expertise, even a generous measure of good old-fashioned hard-work to the building of the organization in past years. It’s great for us to have this opportunity to welcome them both back as expert speakers, and we know you’ll make them welcome.
What you will learn from Jeff
Jeff Martin knows YouTube. More important, he understands the YouTube Audience. That means you should listen when he speaks. So get set for May 11th, because Jeff will be dropping mind-blowing secrets, tips and tactics that will help you increase your video audience.
His presentation will cover tools for driving conversion, globalizing existing content, leveraging paid promotion, emerging formats you can take advantage of and using competitive analytics to understand who is winning in your space and why.
Jeff’s sessions at major conferences, including SMX, SES and YouTube hosted events have helped put less experienced video marketers on the road to success, and you could be next. Complete your meeting registration today and you can be right up front, ready to jump on every tactic.
What you will learn from Jeremy
Jeremy’s Presentation The Science Behind Successful Online Video will concentrate on answering all those questions you’ve wanted to ask someone who really knows.
Have you ever wondered what makes a video successful online? Why is it shared? Why does it rank? How can video Convert?
In this talk Jeremy Vest will chop up and breakdown the success science behind video. Covering every inch of online video success, he will talk about, content strategy, optimization, distribution, community, video advertising and conversion science.
What makes Jeff Martin the best person to help you turn more attention on your brand through video marketing online? Well that’s easy. Jeff is a veteran audience development strategist with more than ten years experience in search optimization and digital marketing as well. Working with brands across many verticals has put him at the forefront of globally recognized companies such as CoverGirl, Craftsman, Sony, Gillette, Neiman Marcus, Kraft and Travelocity.
Jeff is Vice President of Audience Development for Touchstorm. He and his team focus on growing audiences for brands where video optimization plays a key role in generating discoverability across platforms. He has led creation of various tools for YouTube optimization which are part of the VideoAmigo platform.
A sought after expert featured in Forbes, Wired, Internet Retailer, Revenue Magazine and The Age, Jeff Martin also served as a subject matter expert in the Lane’s Collectibles v. Google case in the field of fraud around paid search advertising.
Jeremy is one of the most prominent YouTube for business experts and is YouTube Certified.
As Co-Founder and CEO of McKinney marketing firm Vidpow, Jeremy also hosts the popular YouTube centric podcast, Tube Talk.
He often writes and speaks on YouTube for business, video marketing, video SEO and video conversion science. With more than 500 million views to his credit for clients, Jeremy has worked with many top brands and taught thousands of people.
Don’t be fooled into thinking Jeremy only knows YouTube though. You can be sure he has a deep passion for all things related to online marketing.
What does it take to be the cream of the digital marketing crop?
The Dallas-Fort Worth Search Engine Marketing Association has long been dedicated to increasing the digital IQs of marketing professionals in the Dallas-Fort Worth Metropolis area.
For this month’s meeting, we are going straight to some of the savviest people, asking them what it takes to have successful online marketing careers, and what it takes to grow them in the 21st Century. We’ve collected a few of our veteran heavy-hitters in one room this month, and we intend to ply them with drinks beforehand to persuade them to spill the secrets on what it takes to be one of the cream-of-the-crop in the local market.
Whether you are a student thinking of working in digital marketing upon graduation, someone looking to change careers, a current job searcher, or something of a veteran yourself — you’ll find some valuable takeaways in this meeting!
First up, a veritable dogpile of Digital Marketing Certifications will be presented by the inimitable Dan Sturdivant. This rapid-fire overview will give marketers ideas on certifications that can establish or enhance careers and power-up salaries and marketability. The presentation will touch on what it takes to acquire certifications, their costs, and typical salaries of those who have them.
Next up will be a panel discussion on Digital Marketing Hiring Secrets featuring some of the top local digital agency owners from the DFW Metroplex who will describe characteristics and qualifications they look for in hiring employees. Did you know they don’t all look for marketing and computer science degrees? Find out what it takes to impress them and to get headhunted by them, and how to position your career for the evolving future.
We’ll also open up to audience questions for this session, so prepare a few Qs around things you’ve always wanted to know.
Be sure to attend this meeting and find out how you might improve your career profile!
Job-hunters, be sure to bring a stack of your business cards, because networking at DFWSEM events is always valuable!
App Indexing, Deep Linking, Friend or Foe?
Brian Klais knows mobile marketing.
As founder of the award-winning Pure Oxygen Labs, Brian has been leading the conversation on mobile technology since the early days. His insights and opinions have seen many a marketer through the rocky transition to more mobile friendly technologies.
Brian comes to DFWSEM on July 13 to give us the heads up on the latest and most critical developments across the mobile search marketing landscape.
Just as you thought your new responsively designed website would check the mobile SEO box, the goal posts are moving again. Consumer behavior on mobile devices is dramatically disrupting traditional search marketing and every other online marketing channel.
Using text and increasingly voice, consumers are searching the web as well as their favorite apps for all types of information. This natural shift in how we use search has quickened the pace of change in how we market, build infrastructure, and interact with search engines.
Finding your mobile mojo
In this dynamic environment, agencies and search marketers need to be smart and agile to capture the benefits of these mobile moments. When things move this fast, you need to get your mobile mojo on.
Coming to us from his home in Madison, Wisconsin, we know you’ll give Brian a warm Dallas welcome as he helps us turn up the heat on best practices for mobile search discovery and engagement within this rapidly changing app-centric consumer journey.
App indexing, deep linking and universal links, are they helping or hurting you?
You’ll hear how new opportunities for app indexation, deep linking, and universal links can either threaten or build upon an advertiser’s mobile SEO strategy. Brian will walk you through success stories and lessons learned from real case studies, and show you how to best manage the intersection of desktop, mobile web, and mobile apps.
Whatever your understanding of mobile technology or your own company’s state of mobile-readiness, you’ll gain immensely from this opportunity to spend time with Brian Klais, a genuine thought leader in the mobile marketing space.
If you’ve been wondering what the rise of mobile technologies means for you beyond the need for a responsive web presence, you’ll find all the answers at our July meeting of DFWSEM. We can’t wait to welcome Brian to DFW and we know you’ll be learning from the best in the mobile search business when you join us. Register now to see Brian Klais in Dallas.
Brian Klais is the founder of Pure Oxygen Labs, an award-winning technology and services company specializing in mobile search marketing and app deep linking. He lives in Madison, Wisconsin and is widely sought after as a speaker at industry conferences such as SMX, Where 2.0, AdTech and Shop.org.
Brian is a marketing technologist, columnist, speaker, and frequently quoted expert on mobile marketing developments. He is a veteran of the search industry, previously a senior executive and principal at Covario (now iProspect and Rio SEO) following the acquisition of Netconcepts, where he was a senior partner and executive.
Brian led Netconcepts’ SEO practice and SaaS SEO platforms trusted by retailers like Cabela’s, Ann Taylor, and HSN, and recognized by Forrester as the leader in enterprise SEO automation.
Joe Laratro on Winning the Marketing War in 2016
Joe Laratro returns to Dallas in August with an up-to-the-minute look at what actually works in online marketing today.
Joe is a long-time friend of DFWSEM and we’re excited to have him back with us on August 3rd.
When we ask Joe Laratro to bring something amazing for our audience, we know he’ll always come through. We always imagined it would be good, but we never imagined he’d bring us a Googler! You read that right people…Google Partner Consultant Molly Smith joins Joe for one of the most exciting and valuable presentations of the entire year at DFWSEM. Molly specializes in performance branding and lead generation at the world’s largest search engine.
Yes, that’s right…you get Joe Laratro and Molly Smith together, and the chance to learn exactly what you need to do to get things moving in your business in 2016.
and there’s more!
Joe Laratro is also bringing a chance to WIN a Gold Pass to Pubcon Vegas 2016! There’s just one thing you need to do to be in the running for this outstanding prize. You have to be in the room at the time of the draw. It’s as simple as that. Come to the meeting and you could be catching up with Joe Laratro in Las Vegas this November.
All the good stuff
Joe and Molly will focus on ways you can work smarter, using specific tactics that will improve your search marketing performance. Moving the needle is about practical applications that are making websites more successful today.
This ultimate tag team presentation will cover two key areas.
Organic search will include a variety of specialized tactics in the realm of content optimization, link building, local search, website architecture and maintenance issues.
Paid search topics will cover some of the latest features in Adwords and exciting advanced strategies for using remarketing, RLSAs, and smart lists.
You can’t miss this
We asked Joe to give us a sneak peek at his presentation, and that was when we knew it was time to strap in for the ride of the year. The night will be filled with tactics and insights that can truly change your year! Here are just a few of the slides that made us sit up and take notice:
- Themed sub links in a responsive world
- Unlinked mentions
- Negative SEO you need to be aware of
- Rankbrain / usability factors
- The content optimization checklist
- Maintenance issues, including Google Search Console key points and Intelligence alerts in Google Analytics
About Joe Laratro
Joe is President and Founder of Tandem Interactive. He founded the company in April 2006 to focus specifically on underserviced areas of online marketing. Tandem is a boutique-style agency that provides SEM services to help clients achieve website success through online marketing strategies with the goal of driving bottom line results.
Joe has deep roots in the tech and computer world; running his own BBS as far back as the late 80s. He joined the digital marketing industry back in 1999 because he saw its potential and envisioned what search marketing would become. Before starting Tandem, Joe spent seven years as CTO for one of the top SEO companies in the United States for seven years and made South Florida Business Journal’s Top 40 Under 40 List. He is a Microsoft Certified Trainer (MCT), of the first 100 certified Google AdWords Professionals, and a major contributor to the DMA’s search engine marketing certification program, authoring “Module 6: Fundamentals of Site Optimization”.
Joe has also been teaching Advanced Search Marketing courses for the University of San Francisco since 2006.
If you’ve met Joe Laratro in person, there’s a good chance your first introduction was at Pubcon, where he is Lead Moderator and serves on the Advisory Board. He has been very involved with the conference side of digital marketing throughout his career, teaching SEM best practices across the nation. He is a former President for South Florida Interactive Marketing Association, and through Tandem Interactive continues to be a steady contributor to the South Florida IMA.
About Molly Smith
Molly is an experience digital advertising and marketing consultant, specializing in performance branding and lead generation at Google. Her current focus is on growing and expanding Google’s operations with locally-focused business. Since joining Google in 2011, she has worked on Google’s Sales team, consulting businesses on their digital marketing strategy.
Molly has been recognized by Google with five company awards, and is highly respected for her ability to develop online marketing & media strategy for small to medium businesses. She earned her bachelor’s degree in Psychology & Computer Applications from the University of Notre Dame.