Nestled in a tropical cove of paradise point, this Search Conference had it all: top notch speakers, engaging content, delectable food and drinks, and a memorable event for all attendees.
Here are 3 highlights from the speakers that the Point It team found most informative and actionable:
Larry Kim, founder of Wordstream, put forth a magical take on producing effective content. Your top exceptional content pieces are your “Unicorns” and the remaining mediocre pieces are your “Donkeys”. In this view, you could see 3 out of 100 blog posts drive the majority of your traffic.
Obviously Unicorns are hard to come by, so Larry provides a four step process to achieve Unicorn status:
- Audition ideas
- Measure success
- Kill Donkeys
- Find and promote Unicorns
The key here is to produce a ton of content, find the few gems, and then reiterate. Once you know what works, you can duplicate that success through a multitude of mediums and platforms. These could be webinars, guest posts, guides and anything else that will allow your Unicorns to achieve their mythical potential.
Link-Building Becoming Obsolete?
Tom Capper and Vickie Cheung from Distilled gave two separate, but interconnected talks asking and answering the question – “What is the future of links?”
It turns out that links are decreasing in importance with Google, and there are other factors that test out to be more statistically significant than links. What this means for the market is this: at the “top end, links mean increasingly little, but for now, links might be a big part of what gets you into that shortlist.” Vickie then takes things a step further, and discusses how content should be produced with brand-building in mind rather than link-building. Her main example is Red Bull’s ability to generate highly successful branded content and has all of this content readily available and distributed through many channels. When combined with Larry Kim’s message, Unicorns are not only important for driving traffic, but for created brand awareness as well.
Chat Bots – The Future
Consumers are increasingly moving away from landing pages and websites. Instead, they are utilizing messaging apps such as Facebook Messenger and WhatsApp to make searches and purchases with Chat Bots in a streamlined format. Jes Stiles of Ringier Emerging Markets started the conversation with a pressing message for companies to jump on the Chat Bot train now! Stiles noted that it is important to know your audience and the buyers journey in order to create a successful Chat Bot. With vocal search tools such as Alexa and Google Home on the forefront of consumer behavior, the Chat Bot revolution is relevant sooner rather than later.
Purna Virgi of Microsoft Bing followed up that it is necessary to create a natural and smooth conversation between Chat Bots and users. Virgi points out that 53% of consumers right now prefer chatting with a business rather than calling. Further, in 2020 it is expected that 85% of customer interaction will not need any humans involved. Companies such as H&M, CNN, and Pizza Hut have already taken advantage of this budding opportunity. And many more modern companies predict that this is the way of the future.
Conference in Closing
Search Love San Diego was truly a well put together conference. The flow of speakers and topics was impeccable, and the vibe was casual and open to learning together. These events continue to provide a wealth of knowledge and networking for agencies and companies like us. Thank you to Distilled for throwing this, and we’ll see you there next year!