Thoughts from SES New York

Posted on April 19, 2013 • Written by Brad Anderson

Fruition traveled to New York City to exhibit at the Search Engine Strategies (SES) Conference. We spent three days immersed in everything SES had to offer — attending speaker sessions on current trends, catching up with current clients, meeting lots of new people, and showing off our Google Penalty checker! Here are the takeaways from the event:

Our Google Penalty Checker tool is awesome.

Prior to SES, our SEO experts developed the Google Penalty Checker, an accurate and user-friendly tool that requires only a few pieces of information and can instantly identify Google penalties that may have been imposed on your website. These penalties range in severity and affect your website’s search engine ranking. We debuted the Google Penalty Checker at SES, and business owners crowded around our booth to see if their websites were “in the penalty box.” Some were able to confirm suspicions of a Google penalty, and others were completely stunned to see that their sites had been hit, but everyone was surprised to find out that the tool is FREE! The feedback we received confirmed our hopes that our Google Penalty Checker would be a simple and effective way to provide insight into your website’s search engine performance.

If you didn’t have a chance to see us at SES, you can check your website’s penalty status with our free Google Penalty Checker tool here.

Consumers are engaged on multiple screens at once

Most of us can probably relate to this scenario: you’re watching a show on TV and something in the show (or a commercial) prompts you to pull out your laptop and visit a website. And while that’s going on, you answer a text message from a friend. Consumers are increasingly engaged in two or more screens at once, and cross-promotion across digital forms of advertising could be very effective for your business. Seamless integration between clever traditional advertising, a well-designed website, and an intuitive mobile or responsive website is the key to communicating with modern consumers who are plugged in across all mediums. A consistent message and a professional presentation of your product, service, or brand is your competitive advantage over others who are vying for your customers.

Social media is travelling full speed ahead.

If there was any doubt in your mind about social media’s staying power, it’s time to let it go. Social media is booming on all fronts, and it is imperative for business owners to increase their commitment to enhancing their social media presence. Twitter in particular is recognized as the “second screen” that users are utilizing. Social media platforms are quickly becoming the most direct outlets for relevant communication with current and potential customers, and search engines are placing more importance on social media profiles as they rank your website. There’s simply no excuse for having nonexistent or lackluster social media engagement, especially if your business engages in e-commerce. Social commerce—using social media to promote user contributions and interaction in online shopping—is the next movement for e-retailers to invest in as buyers increasingly depend on recommendations and input from peers in their purchase decisions.

Businesses need to implement a company-wide understanding of SEO efforts.

I attended a session that predicted the development of a Chief Keyword Officer role in enterprise-level corporations. This executive would be responsible for advocating SEO efforts within the company, training employees on how they can improve SEO in their roles, and assigning ownership of targeted keywords to specific departments for better execution. While your company may not be ready to fill the position of CKO in your office, the underlying concept still holds. it’s important to treat SEO as any other organizational initiative and make strides to ensure that there is a top-down understanding of what SEO is, what you’re doing to optimize your search engine rankings, and how each person in your company can help the cause.

The Fruition team is sharp.

Our experience at SES confirmed that Fruition has a team of rock stars. Conversations with managers of Bing & Google and other conference attendees reiterated that we’re on the right track with our SEO initiatives. SEO is constantly changing, and it was motivating to know that not only are we tracking the right components but that we’re actually staying ahead of the curve.

Although it would be easy to show off our technical expertise with SEO jargon and complex terminology, we recognize that our clients are diverse—from IT professionals to marketing managers to CEOs. It’s our challenge to communicate with our audience in a way that makes sense. Our business development team co-hosted a “Meet the Experts” session during the show and counseled SES attendees on innovative and effective ways to generate leads. It’s our challenge to identify what’s important to our clients—generating leads, improving site traffic, increasing sales—and talk to them in terms of their own key performance indicators. We’re fortunate to have a well-rounded team of our own to make these connections with our clients.

Overall, we had a very successful and enjoyable time at SES in NYC, and we’re looking forward to sending our team to more conferences to make personal connections in the industry. Continue to follow our website and blog for information on where you can find us in the future. Questions? Contact our team.

Brad Anderson

Written by Brad Anderson

Brad Anderson is the Executive Director and Founder of Fruition. Brad’s focus is supporting Fruition’s team to enable sustainable growth and excellent client satisfaction (EBITDA growth). With a strong statistical background, Brad built Fruition’s in-house software that is used to manage client success.

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