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7 SEO Conferences (Online and Offline) to Attend in 2022

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7 SEO Conferences (Online and Offline) to Attend in 2022


These online and offline SEO conferences will get you thinking—and are full of networking and learning opportunities to grow your business or career.

Here’s what we handpicked.

Recommend more conferences

Have an SEO conference worthy of mention? Submit your suggestion here!

1. SMX München

Event types: Online (livestreamed) and in-person (in Munich, Germany)
Prices:
From €350 to €1,099 (two-day ticket). Full list here.
Dates:
March 16–17, 2022
Website: https://smxmuenchen.de/en
Notable speakers: Rand Fishkin (SparkToro), Greg Gifford (SearchLab), Jono Alderson (Yoast)

Produced by Rising Media and Search Engine Land, SMX München brands itself as Germany’s largest conference for search marketers.

The hybrid event—which features both online and offline segments—delves into topics including SEO, PPC, content, analytics, and data. For a better chance at networking with speakers and sponsors, we recommend attending the in-person conference.

You may also want to carve some time for the fringe events happening on March 15. These include workshops with industry experts plus the International Search Summit that aims to teach delegates tips and tactics on how to run successful global campaigns.

2. SEO Outreach Mastery Summit

Event type: Online
Prices:
Free to USD $100 (all-access pass)
Dates:
March 7–13 and Sept. 5–11
Website: https://seomasterysummit.com/
Notable speakers: Igor Buyseech, Navah Hopkins

The SEO Outreach Mastery Summit is ideal if you’re looking for organic online growth or hoping to grow a sustainable stream of customers through Google.

In the upcoming March edition by organizer Mads Singers, over 40 SEO experts will host conversations on all things SEO, including:

Speakers for its second conference in September haven’t been confirmed, but we’ll update this space when more details come in.

3. brightonSEO

Event types: Online (recorded) and in-person (in Brighton, England) 
Prices:
 Free (online) to £660 before 20% VAT (in-person)
Dates:
Various, including April 7–8, 2022, (conference) and April 21–22, 2022, (online)
Website: https://www.brightonseo.com/
Notable speakers: Ahrefs’ Joshua Hardwick, Nitin Manchanda, Fili Wiese

It comes as no surprise that brightonSEO made our list. The twice-yearly conference is well-loved by SEOs and marketers of all levels.

In its April 2022 edition, you’ll be spoiled for choice once again—so here are some standout topics we reckon you may like:

  • Why scaling great content is bloody hard (Ahrefs’ Joshua Hardwick)
  • SEO at scale: The product-led approach to growing a brand organically (Nitin Manchanda)
  • Mastering robots.txt: SEO insights by an ex-Google engineer (Fili Wiese)

There are multiple ticket tiers to choose from. These include the “in-person friend” tier, which offers access to both the in-person conference and online replay. Alternatively, go bigger with brightonSEO’s fringe conferences on April 6—including MeasureFest, Paid Social Show, Search Advertising Show, and the Online PR Show.

Can’t attend in April? Then make plans for its hybrid Autumn edition that’s slated for September 2022. Dates will be confirmed at a later time.

4. Women in Tech SEO Festival

Event types: Online (recorded) and in-person (in London)
Price:
£99 before 20% VAT (online); offline tickets sold out
Date: Feb. 25, 2022
Website: https://www.womenintechseo.com/conference/
Notable speakers: Rejoice Oijaku, Aleyda Solis, Lazarina Stoy

If you’re looking for an SEO conference with a difference, then this may be for you.

Women in Tech SEO Festival is an extension and the namesake of founder Areej AbuAli’s marketing community. The conference is split into four parts (analyze, advance, innovate, and empower) and will cover:

  • Creating targeted content specific to a buyer’s journey (Rejoice Oijaku).
  • Successful SEO reporting (Aleyda Solis).
  • Machine learning for SEOs (Lazarina Stoy).

Alas, in-person tickets are sold out—but you can purchase an online ticket for access to post-event recordings and use the opportunity to take notes from some of the industry’s favorite SEOs.

5. DeepSEO Conference

Event types: Online and in-person (in Ensenada, Mexico) 
Price(s):
TBC
Dates:
Aug. 23–26, 2022
Website: https://deepseoconference.com/
Notable speakers: Zeph Snapp, Carolyn Shelby, Duane Forrester

As its name suggests, DeepSEO Conference 2022 is more suited to experienced SEOs, given the technical depth of many presentations.

In its upcoming second edition, expect the full experience: Each ticket covers lodging; meals and drinks at a five-star resort (excluding transportation); and post-event activities, including a winery visit or deep-sea fishing. Participating in the hybrid conference means you’ll gain networking opportunities whether you attend in-person or virtually, as well as learn from some of the best in class.

Get a preview of last year’s online edition with these recordings, or peruse the upcoming speaker list here.

6. Traffic Think Tank Live

Event type: TBC
Price:
TBC
Date(s):
TBC
Website: https://trafficthinktank.com/live/
Notable speakers: TBC

Traffic Think Tank is hardly a new name in the space. The accelerator was founded by industry experts Matthew Barby, Nick Eubanks, and Ian Howells—and is backed by an active online marketing community.

Its annual conference, Traffic Think Tank Live, builds on the founders’ expertise by teaching attendees how to achieve digital growth and optimization through data.

While we await more details on the 2022 edition, last year’s one-day event could hint at what to expect: Some speakers included Selena Vidya (Orthris), Aja Frost (HubSpot), and Christi Olson (Microsoft).

7. SEO on the Beach

Event type: In-person (La Manga, Spain)
Price(s):
TBC
Dates:
June 17–18, 2022
Website: https://seonthebeach.es/
Notable speakers: 20 speakers, including Gary Illyes (Google), Gaston Riera (Envato), Iván García (RockROI)

Attending conferences is hard work—all that schmoozing and mingling in semi-formal attire is bound to tire out even the most seasoned networkers.

Enter SEO on the Beach, whose tagline is “two days of leisure to do business.” As its name suggests, you’ll get to break the ice and network over booze and games.

What makes it even more compelling is the strong roster of speakers. In addition to the above-mentioned guests, Aleyda Solis and Michael King will also be holding talks.

Honorable mention: Chiang Mai SEO Conference

If you’re in the SEO space, you’ll likely be familiar with the Chiang Mai SEO Conference. Until 2020, it was pretty much the pillar event for all things SEO in Southeast Asia. Alas, organizer Matt Diggity has shared that the conference won’t be taking place in 2022.

We’ll be quick to update this page if anything changes, though.

Final thoughts

Even if you’re unable to attend some of these conferences in person, consider purchasing online tickets. This gives you free rein to attend or leave talks more easily and replay recorded segments so that you don’t miss anything important.

Also, consider following your favorite SEO conferences on Twitter or signing up for event mailing lists. It’s an easy hack to get first dibs on early bird discounts.

Peeved because I missed out on your favorites? Swing me your best suggestions here or on Twitter.





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New Google Ads Feature: Account-Level Negative Keywords

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New Google Ads Feature: Account-Level Negative Keywords

Google Ads Liaison Ginny Marvin has announced that account-level negative keywords are now available to Google Ads advertisers worldwide.

The feature, which was first announced last year and has been in testing for several months, allows advertisers to add keywords to exclude traffic from all search and shopping campaigns, as well as the search and shopping portion of Performance Max, for greater brand safety and suitability.

Advertisers can access this feature from the account settings page to ensure their campaigns align with their brand values and target audience.

This is especially important for brands that want to avoid appearing in contexts that may be inappropriate or damaging to their reputation.

In addition to the brand safety benefits, the addition of account-level negative keywords makes the campaign management process more efficient for advertisers.

Instead of adding negative keywords to individual campaigns, advertisers can manage them at the account level, saving time and reducing the chances of human error.

You no longer have to worry about duplicating negative keywords in multiple campaigns or missing any vital to your brand safety.

Additionally, account-level negative keywords can improve the accuracy of ad targeting by excluding irrelevant or low-performing keywords that may adversely impact campaign performance. This can result in higher-quality traffic and a better return on investment.

Google Ads offers a range of existing brand suitability controls, including inventory types, digital content labels, placement exclusions, and negative keywords at the campaign level.

Marvin added that Google Ads is expanding account-level negative keywords to address various use cases and will have more to share soon.

This rollout is essential in giving brands more control over their advertising and ensuring their campaigns target the appropriate audience.


Featured Image: Primakov/Shutterstock



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Google’s Gary Illyes Answers Your SEO Questions On LinkedIn

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Google's Gary Illyes Answers Your SEO Questions On LinkedIn

Google Analyst Gary Illyes offers guidance on large robots.txt files, the SEO impact of website redesigns, and the correct use of rel-canonical tags.

Illyes is taking questions sent to him via LinkedIn direct message and answering them publicly, offering valuable insights for those in the SEO community.

It’s already newsworthy for a Google employee to share SEO advice. This is especially so given it’s Illyes, who isn’t as active on social media as colleagues like Search Advocate John Mueller and Developer Advocate Martin Splitt.

Throughout the past week, Illyes has shared advice and offered guidance on the following subjects:

  • Large robots.txt files
  • The SEO impact of website redesigns
  • The correct use of rel-canonical tags

Considering the engagement his posts are getting, there’s likely more to come. Here’s a summary of what you missed if you’re not following him on LinkedIn.

Keep Robots.Txt Files Under 500KB

Regarding a previously published poll on the size of robots.txt files, Illyes shares a PSA for those with a file size larger than 500kb.

Screenshot from: linkedin.com/in/garyillyes/, January 2023.

Illyes advises paying attention to the size of your website’s robots.txt file, especially if it’s larger than 500kb.

Google’s crawlers only process the first 500kb of the file, so it’s crucial to ensure that the most important information appears first.

Doing this can help ensure that your website is properly crawled and indexed by Google.

Website Redesigns May Cause Rankings To Go “Nuts”

When you redesign a website, it’s important to remember that its rankings in search engines may be affected.

As Illyes explains, this is because search engines use the HTML of your pages to understand and categorize the content on your site.

If you make changes to the HTML structure, such as breaking up paragraphs, using CSS styling instead of H tags, or adding unnecessary breaking tags, it can cause the HTML parsers to produce different results.

This can significantly impact your site’s rankings in search engines. Or, as Illyes phrases it, it can cause rankings to go “nuts”:

Google’s Gary Illyes Answers Your SEO Questions On LinkedInScreenshot from: linkedin.com/in/garyillyes/, January 2023.

Illyes advises using semantically similar HTML when redesigning the site and avoiding adding tags that aren’t necessary to minimize the SEO impact.

This will allow HTML parsers to better understand the content on your site, which can help maintain search rankings.

Don’t Use Relative Paths In Your Rel-Canonical

Don’t take shortcuts when implementing rel-canonical tags. Illyes strongly advises spelling out the entire URL path:

Google’s Gary Illyes Answers Your SEO Questions On LinkedInScreenshot from: linkedin.com/in/garyillyes/, January 2023.

Saving a few bytes using a relative path in the rel-canonical tag isn’t worth the potential issues it could cause.

Using relative paths may result in search engines treating it as a different URL, which can confuse search engines.

Spelling out the full URL path eliminates potential ambiguity and ensures that search engines identify the correct URL as the preferred version.

In Summary

By answering questions sent to him via direct message and offering his expertise, Illyes is giving back to the community and providing valuable insights on various SEO-related topics.

This is a testament to Illyes’ dedication to helping people understand how Google works. Send him a DM, and your question may be answered in a future LinkedIn post.


Source: LinkedIn

Featured Image: SNEHIT PHOTO/Shutterstock



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Everything You Need To Know

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Of all the many, many functions available in Google Ads, I have a few that are my favorites. And sitelink assets – previously known as sitelink extensions – are at the top of my list.

Why? Because they’re so versatile. You can do almost anything with them if you think through your strategy carefully.

For example, you can use the mighty sitelink in your advertising to:

  • Promote low search volume themes.
  • Push lagging products out the door.
  • Maximize hot sellers.
  • Highlight certain product categories.
  • Answer common questions.
  • Handle PR problems.

And that’s just a start! Sitelink assets can almost do it all.

Best Practices For Using Sitelink Assets Extensions

If you truly want to get the most out of your sitelinks, you need to think about your intention.

To help you with that, I’m going to lay out a few sitelink guidelines.

1. Get clear on your objectives. Before you start, you need to think about your goals. What are you trying to achieve with these assets? Are you advertising products or services? Will the asset work well with both branded and non-branded keywords? Your answers to these questions will help determine if your sitelinks are versatile and useful to the searcher.

2. Use sitelinks as part of your larger strategy. Don’t think of your sitelinks in isolation. You should also consider the accompanying ad, landing page, and other assets. Make sure they all work together in service to your overarching strategy.

3. Use a mix of sitelinks. Sitelinks can serve multiple purposes, so make sure you’re using a variety. For example, you don’t want to use every sitelink on an ad to promote on-sale products. Instead, use a mix. One could promote an on-sale product, one could generate leads, one could highlight a new product category, and one could direct prospective clients to useful information.

4. Create landing pages for your sitelinks. Ideally, you want to send users to landing pages that tightly correlate with your sitelink instead of just a regular page on your website.

5. Track sitelink performance and adjust. It’s not enough to set up sitelinks. You should also track them to see which links are getting traction and which ones are not. This doesn’t mean that all sitelinks should perform equally (more on this below), but it does mean they should perform well given their type and objectives.

Why it’s Better To Use A Mix Of Sitelink Assets

Let’s dive deeper into this idea of using a mix of sitelinks by looking at an example.

In a new client account, we created four different types of sitelinks:

  • Two sitelinks are product-focused (as requested by the client).
  • One sitelink connects users with an engineer to learn more about the product (“Speak to an Engineer”). It has more of a sales focus.
  • One sitelink allows users to learn more about the products without speaking to an engineer (“What is?”).

The “What is?” sitelink is outperforming the “Speak to an Engineer” sitelink when we measure by CTR. While we need more data before making any changes, I predict we’ll eventually swap out the sales-y “Speak to an Engineer” sitelink for something else.

The fact that the educational link (“What is?”) is performing better than the sales-y link (“Speak to an Engineer”) isn’t too surprising in this case. The product is a new, cutting-edge robot that not many people are aware of, yet. They want more info before talking to someone.

sitelink extensions - performance exampleScreenshot by author, January 2023

By using a mix of sitelinks, and assessing the performance of each, we gained a lot of valuable information that is helping to guide our strategy for this account. So going with a mix of sitelinks is always a good idea. You never know what you’ll discover!

Sitelink Assets Examples

Now, let’s look at some specific examples of sitelink assets in Google Ads.

Example 1: Chromatography

Sitelinks extension - Chromatography exampleScreenshot from Google, January 2023

Application Search: This ad is for a highly technical product that can be used in a wide variety of applications. (Chromatography is a laboratory technique for separating mixtures.) So putting “application search” in a sitelink here might make sense. It helps prospective clients find what they’re looking for.

Sign up and Save Big: A good sitelink for lead generation and potential revenue.

Technical Support: I’m not a big fan of putting technical support in sitelinks. Tech support seems more targeted to current users rather than prospective users. But who knows, maybe they really do want to help current users get tech support via their advertising.

Guides and Posters: Again, this sitelink is a bit unusual, but it might be appropriate for this product. Perhaps people are downloading branded posters and posting them in their workplaces. If so, it’s a great way to build brand awareness.

Example 2: Neuroscience Courses

Sitelink Extensions - Nueroscience courses exampleScreenshot from Google, January 2023

I love everything about these sitelinks! The advertising is using them to reach people in all phases of the buyer journey.

For people not ready to commit:

  • Study Neuroscience: This sitelink is broad and informational. It’s helpful to people who have just started to explore their options for studying neuroscience.
  • Get Course Brochure: This sitelink is also great for people in the research phase. And while we mostly live in an online world, some people still prefer to consume hard-copy books, brochures, etc. With this sitelink, the school is covering its bases.

For people getting close to committing:

  • Online Short Course: This is the course the school offers. It’s a great sitelink for those almost ready to sign up.

For people ready to sign up:

  • Register Online Now: This is the strongest call to action for those ready to commit. It takes people directly to the signup page.

Example 3: Neuroscience Degrees

Let’s look at another example from the world of neuroscience education: this time for a neuroscience degree program.

Sitelink extensions - neuroscience degree exampleScreenshot from Google, January 2023

In contrast to the previous two examples, the sitelinks in this ad aren’t as strong.

Academics Overview: This sitelink seems more appropriate for a broad term search, such as a search on the school’s name. If the searcher is looking for a specific degree program (which seems like the intention based on the term and the ad), the sitelinks should be something specific to that particular degree program.

Scholarships: Just as with the above sitelink, “Scholarships” doesn’t seem very helpful either. The topic of scholarships is important—but probably doesn’t need to be addressed until the person determines that this school is a good fit.

Example 4: Code Security

Next, let’s look at two Google search ads for code security products.

Sitelink extensions - code security exampleScreenshot from Google, January 2023

 

The sitelinks in these two ads look like typical assets you’d find for SaaS, cloud-based, or tech companies. They click through to a lot of helpful information, such as product plans and success stories.

I particularly like the Most Common Risks sitelink in the second ad. It leads to a helpful article that would be great for engaging top-of-funnel leads.

On the flip side, I’m not a big fan of the Blog sitelink in the first ad. “Blog” simply isn’t very descriptive or helpful.

Still, there are no right or wrong sitelinks here. And it would be interesting to test my theory that blog content is not a top-performing asset!

Sitelink Assets Are More Than An Afterthought

I hope I’ve convinced you of the usefulness and versatility of sitelinks when created with specific objectives that align with your broader strategy.

So don’t create your sitelink assets as an afterthought.

Because if you give them the careful consideration they deserve, they’ll serve you well.

Note: Google sitelink assets were previously known as sitelink extensions and renamed in September 2022.

More resources:


Featured Image: Thaspol Sangsee/Shutterstock



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