All Script And Tols For Free: 🔍 Top takeaways from SMX West

🔍 Top takeaways from SMX West

Feb 21, 2020

Good morning search marketers, do you love puzzles?

Your future in digital marketing may get even brighter.

"What are the skills that are going to be important for the next few years in digital marketing? @danatanseo love puzzles, love forensics, and a high tolerance for change. DAMN STRAIGHT. Love this. #Keynote #SMX," Tony Verre of Dream Fire Digital captured Under Armour's senior manager Dana Tan's answer to my question during a keynote discussion with her and Benjamin Spiegel, chief digital officer of P&G Beauty.

We discussed many of the trends and digital opportunities affecting commerce marketers. Spiegel @benjaminspiegel said P&G mines search data to inform not just marketing campaigns and product messaging but R&D for new products. There's gold in those trend and query reports.

And if you're in the market…Spiegel and Tan also both noted they are hiring.

Some other takeaways heard around the conference this week:

Spy on competitors' taxonomies with Screaming Frog to close competitive gaps. – Arsen Rabinovich, TopHatRank.com
Put UTMs in your Google Posts for tracking. – Greg Gifford, VP of Search, SearchLab
Invest in window shoppers and front load your budget well in advance of your peak season. – Genevieve Head-Gordon
The two most important metrics when talking to the dev team about page speed are First Contentful Paint (FCP) and First Interaction Delay (FID). – Jessica Bowman
Sales velocity is a direct factor in organic visibility on Amazon — and FBA can influence that. – Nancy McLaughlin, Director, Marketplace Search & Enterprise Client Service

Keep reading for a Pro Tip on e-commerce category pages and more.

Ginny Marvin,
Editor-in-Chief

Pro Tip

E-commerce category pages outperform product detail pages in SERPs

"E-commerce category pages represent a larger opportunity for ranking and driving organic search traffic than product detail pages, according to research unveiled at SMX West 2020 on Thursday," explains SMX West speaker Jill Kocher Brown of JumpFly. "Specifically, e-commerce category pages – which include parent category, subcategory and product grid pages with faceted navigation – ranked for 19% more keywords on average than product detail pages ranked for."

Learn more »

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Search Shorts

Google on E-A-T

Google algorithms on EAT. "Our systems aren't looking for EAT. Our raters are using that to see if our systems are working well to show good information. There are many different signals that, if we get it right, align with what a good human EAT assessment would be," Danny Sullivan said on Twitter.

JavaScript featured snippets. Google can now show featured snippets from pages fully built in JavaScript, meaning Google is fully rendering and processing that page with no issue.

Hreflang testing tool. Max Prin has come out with a new tool for testing your hreflang implementations, you can access it at https://technicalseo.com/tools/hreflang/.

Google's Danny Sullivan to keynote SMX Advanced!

Join us June 8-10 in Seattle for Danny's first return to the SMX stage since joining Google in October 2017. His through-the-looking-glass keynote will provide an invaluable glimpse into the search engine's inner-workings from the man who knows it best.

Learn more »