Onetomarket was attending the Search Marketing Expo Advanced London conference. SMX Advanced stands for more advanced sessions than you would usually have at regular SMX conferences – diving into many details and looking into more sophisticated ways to have more profit from your online marketing activities.

Some highlights of this SMX Advanced were:

SEO ranking factors 2010, a.o. presented by Rand Fishkin SEOmoz

Recently a patent has been granted to Google about the reasonable surfer model. Rand Fishkin explained this patent and what it meant for SEO. This session was also about the correlation between titles, headings and alt attributes within a website based on facts done by research of SEOmoz.

Linkbuilding outside of the box

This session was about linkbuilding. A lot of interesting tools were mentioned including Majestic SEO, TagCrowd and the recently launched InfluenceFinder. We have found the session about ‘how to get links from university and government websites’ particularly interesting – creative ways to get real valuable authoritative links.

Top Ten Customized Search Analytics reports

Most important thing about this session is that Web Analytics does not exist of just generating reports. It is much more than this and requires the right interpretation of the data. Good reports are necessary for interpretation and analysis of the data and some examples were shown during this session.
Important part of this track was the Visitor Journey of Customer Journey. Tracking First click visits and beyond. Something also in coherence with conversion attribution

Will Critchlow (Distilled Ltd.) his presentation is available on scribd.

The Art of Measuring Local & Mobile Search results.

Martijn Beijk, SEO Consultant and Local Search specialist at Onetomarket was a speaker at SMX Advanced London in the session ‘The Art of Measuring Local & Mobile Search Results’ together with Mike Belasco (seOverflow) and Christine Churchill (Keyrelevance).
This session was about gaining insight and visibility into both online and offline conversions from local and mobile search results. Apart from the implementation of analytics on results from Google Places the presentation of Martijn Beijk also mentioned ways to gain more insight in offline sales by using in-store surveys, coupons, etc. Important part of the presentation was an attribution model. One that could fit ‘Latent Offline Conversions’. The visitor that is orientating on your website but might be buying the product offline, in your store. Attached you will find Martijn’s Presentation with some take aways.