28 September saw the Second international market conference SEMCamp-2012 in Kiev’s business centre “Parus”. The event was attended by over 250 people. It was organised by Promodo. The event enjoyed the same level of success as the SMM.ua 2012 conference, which took place just the previous week.
The programme of the conference deserves to be considered its main success. Excellent choice of speakers, minimal deviation from the topic, perfect length of presentations and breaks. There was a constant flow of presentations at the conference, but they were divided into sections in terms of time: search systems and the SEO market, search engine optimization instruments and progressive link building, contextual advertising for Western markets, promotion of software products into Western markets through search engines.
Presentations can be motivational or practically applicable. The first kind tell of someone else’s success (which is usually very difficult to repeat), of achievements and a difficult journey to reach a goal. Such presentations make you want to stand up, go to your computer and start working really hard. You get hoards of ideas in your head, crowding your mind and causing sleepless nights.
The second type of presentation is usually pretty boring and tells of purely practical things: how to do certain tasks, where this all goes and why it is necessary. But almost all the speakers at the SEMCamp event managed to combine these two styles in their speeches in perfect harmony. The presentations made by Olga Sorokina, Roman Dobronovsky, Craig Bedford and Vlad Voskresensky made you want to get up and act, at the same time offering a clear and defined solutions achieve a tangible goal. As a delegate at many similar conferences, I’d like to note that this is a very rare occurrence.
The result of the conference: an excellently organised and planned event, 100% success in choosing and putting together the conference programme, perfect choice of timing for presentations, a friendly and warm atmosphere, availability of the speakers after the presentations (some were questioned for several hours (!) afterwards by keen delegates). All this has helped make SEMCamp what it was – an excellent specialised conference, dedicated to Western marketing.
Synopsis of some presentations:
Roman Dobronovsky, Promodo
- Penguin has hit those people the hardest, who use aggressive link building (exact
- Exact match anchors have been outlawed. They have to be heavily diluted to be used in promotion.
- Main evidence of Penguin – reduced traffic in April 24 and May 25, 2012.
- Penguin could have been avoided through preventative measures.
- A way of avoiding Penguin is to delete links and use 301 redirect. Without deleting bad links all other steps are pointless, even 301 redirect.
- After Penguin you will have to start from zero. There is no wait to return to previous positions.
- In the first two months you will have to promote using brands or unanchored links. Only then can you use anchored links (2-4%).
- A way of reviving an old domain after Penguin: delete links, delete content and place a stopper, then return the content.
- It is impossible to solve the Penguin issue using just links.
- Google is not interested in returning those that have suffered from Penguin back to the SERP page, since it is keen on selling contextual advertising to these companies.
- Don’t forget that not all cases of reduced traffic are due to Penguin. In that case, things are not nearly as bad.
- Google can forgive and often does forgive those who repent. This has almost nothing to do with Penguin.
- Recipe: clean up, remind Google of yourselves, and wait for forgiveness. So – don’t despair yet and don’t use 301 redirect.
- The method of diluting the link farm with unanchored links does not work.
- It is not possible to automatically escape Penguin. At the moment, Penguin means a semi-ban of the website.
- Google works for the sake of contextual advertising. So it is not in its interest to unblock rule breakers.
- The cost of promotion has increased because of Penguin, but insubstantially. But it has had a significant impact on time constraints.
- Promotion to the top position in 2 months is a direct route to a ban.
- SEO means solving problems as and when they appear. Penguin is not the death of SEO, it’s just another problem.
- Google will look more closely at the content of the site and try to remove narrow niches used by SEO specialists.
- At the moment Google cannot do ranking without taking links into account at all, but it really wants to do this.
- If you write lots of good content you will certainly be successful. You must focus on content.
Craig Bedford, Distilled
- You should use the ideas that your competitors came up with before you, and not try to reinvent the wheel yourselves.
- Work on your 404 pages. They will help attract traffic.
- Be creative. Create joke products and interesting surprises.
- Send small gifts to your followers, which are desirable to them. The information on this can be taken from social networks.
- We live in a virtual world, but when was the last time you sent your audience or bloggers something physical?
- Add video to product cards. Statistically, such cards get more links.
- You need to improve your pages. Even if multimedia does not increase the quality of your links, it will help you increase your sales.
- Create lively, understandable URLs.
- Don’t create links like http://site.com/iphone4, but rather http://site.com/iphone— this will make it easier for you when the company issues a new iPhone: you won’t need to promote the page again.
- Create seasonal pages. For example, for holidays such as http://site.com/helloween – such pages will bring results ever year.
- The option to return the product to the shop increases the sales of an internet store.
- Take only the best links to a competitor’s website, and use them for yourselves.
Vitaly Aleksashin, Ashmanov and Partners, Ukraine
- A YouTube preview shows only the first 150 characters of a description. Try to fit into this number.
- You can’t turn off the commentary to a video. You can’t use pre-moderation, but you will need to keep an eye on them and delete spam.
- Creation of playlists in YouTube increases the number of views. In our case it was a 1.7 times increase.
- People are willing to invest millions into video production – and at the same time they are unwilling to invest even a few hundred dollars.
- After all the preparatory work – links to the YouTube channel, playlists, concrete trailers, 75% are unanchored, 10% – mid frequency and non-commercial low frequency.
- It is also good to work with other people’s commentaries, giving video responses.
- YouTube likes it when a channel has lots of subscribers and a large number of views. But it likes live interaction even more.
- Those who need local clients absolutely have to add the company’s address, so that the conversions can be more targeted. And those who already have a communication channel with potential clients must use this.
Roman Viliavin, Promodo
- Inbound marketing is an opportunity to improve the relationship with youraudience, potential clients, get to know them, have interactions with them, and only then try to sell something to them.
- The recipe for good inbound marketing is: identify client segments; promote content; receive contact information from the consumers of this content; ensure a constant connection with the client and move him along the sales pipeline.
- The average cycle of a b2b sale is 22% longer than a b2c cycle.
- We keep reminding previously “rejected” sales leads about ourselves and determining their status.
- 80% of sales leads that came to you once will eventually get what they wanted, but it is not guaranteed that they will buy it from you.