Program

Markus confirmed that he would be able to bring some Swiss search data to the conference. He has not decided which ones yet, but we're talking about either the impact of Google Jobs in the Swiss market, some Swiss Core Update examples or comparison highlighting the differences in SERPs between CH-FR and FR and/or CH-DE and DE.

A successful luxury retail shop, a leading travel price comparison service and an international medical website - all lost nearly all their rankings in short order and for very reasons. Former senior Search Quality Googler and international SEO expert Kaspar Szymanski sheds light on 3 real life SEO disaster cases. Join the session, see which missteps preceded and ultimately triggered the SERP debacles. And learn how to avoid an SEO meltdown. Key Take-Aways : How do Google Algorithms and Penalties impact websites? How to fortify your website against traffic loss? How to manage SEO risks?

I will show how to get most from search console api via data studio and how to use "current state" to leverage quality organic traffic.

Tobias is keen to talk about Web Vitals metrics and how they actually use them at Blick. He can show how they optimize for a quality user experience based on LCP, FID & CLS for the largest Swiss media platforms.

Titre 

Résumé

The consumer journey is a succession of touchpoints your audience has with your brand. SEO can play a criticial part in each step as an individual moves from awareness through to conversion. This talk will guide you in how to use SEO at each stage of the conversion funnel to maximise your chances of turning your audience from merely being aware of your brand to being a loyal customer.

Understanding how the core (blue link) algorithm functions (What Dave Davies would explain) makes prioritising your traditional SEO efforts easier... but it is understanding how SERP features win a place on the SERP / the Whole Page algorithm that will revolutionise your SEO game)

The Google Shopping auction is one of the toughest competitive environments in performance marketing – yet highly rewarding for those can win it. The situation is made even more dynamic considering that Google itself is both a quasi-marketplace and a major source of traffic to marketplaces. Where is their platform strategy headed and what are the implications for marketplaces and retailers? How can marketplaces most effectively implement Shopping, and how can retailers maintain independence? I'll share a current analysis and forward-looking projections addressing exactly these themes.

Fin de l'événement.

Discours de cloture

In this session we will look at the MANY areas where businesses can improve their onsite User Experience with simple fixes and basic common sense … something that seems to be missing all too often. By the end of this presentation you will see that the foundation for every good UX begins with attention to detail, persistence and diligence but above all else, just simply being a person. You’ll walk away looking at yours and your client’s websites through new eyes, one’s that remember what it’s like to be a human.

Learn about the extent to which Google's E-A-T evaluations play into rankings on Google in 2020 and which sites are performing well as a result of their E-A-T. The talk will include actionable recommendations to improve E-A-T and stay in line with Google's recommendations for high-quality, top-performing content.

Navigating the SERPs landscape: In this session, you’ll get a deep dive into what ‘SERP Features’ are, and the impact of they have across different verticals. Plus, you’ll get insights into which SERP Features are within your control, and how you can accurately track the impact they're having on your own rankings. We’ll also cover some practical tips on optimising, testing and refining your gainable SERP features; particularly Featured Snippets, People Also Ask, and Reviews / Star Ratings.

We all love to use this powerful statement that SEO can improve your SEA and the other way around. But really few companies are actually implementing a true SEO & SEA synergie. In this conference, we will see how to take advantage of both channels to conduct a search marketing strategy

L'analyse de la concurrence peut apporter des informations pertinentes dans la compréhension de l'éco-système des marques. A travers ECHO qui suit la concurrence en temps réel via les données issues des moteurs de recherches, nous avons pu identifier des modifications importantes et travailler avec les annonceurs sur les stratégies possibles à mettre en place que ce soit au niveau des équipes marketing, e-commerce, communication ventes ou finance. Découvrez comment s'approprier ces données pour consolider votre stratégie off et on.

How do leading paid search agencies navigate in VUCA Waters? The new normal is a Volatile, Uncertain, Complex and Ambigous world of climate change, privacy laws, sanitary crisis and the end of cookies. In this presentation, I will be presenting extracts from our research report "Paid Search in a VUCA World", carried out in Q2 of 2020 involving interviews with influential Paid search experts and leading agencies around the world.

Data

Jean Philippe Favre

Nicole would be able to present a hands-on presentation on success factors and pitfalls in website relaunches. This with a strong emphasis on the specific challenges in the multi-regional/multi-lingual Swiss market as well as companies with an international search presence. Nicole might share a useful relaunch companion Data Studio report with the audience as a takeaway.

Imagine the knowledge graph behind your website as the scaffolding that lets crawlers and bots access to your content in a smarter and more efficient way. Much like Google uses the graph, as the engine to power up its search results, a graph that describes the content of a website helps machine understands what this content is really about. After publishing 133,789 linked data entities in the Linked Data Cloud and building personalized knowledge graphs for hundreds of websites we have learned strengths and pitfalls of publishing connected data at scale, how this improves SEO for both editorial and eCommerce sites and how this can help content owners let their audience interact via chatbots and personal digital assistant. In this presentation I will share results of this work. done for editorial websites like thenextweb.com and eCommerce sites like oakley.com and luxuryretreats.com (AirBnB). The topics that will be covered include: knowledge graphs, knowledge graphs embeddings, natural language processing. natural language generation, content model, conversational ui and structured linked data.

Marc Olivier Schmiedle

The digital world is evolving and consumers are changing faster than ever. As advertisers, what do we need to keep steady and where do we need to be agile so that we can continue hitting meaningful notes with consumers? This talk will bring to life real brand challenges and discuss forwarding thinking strategies in 2020.

Future of Search

Kevin Kyer

Everybody's interested in and talking a out schema markup and rich snippets, but they're barely scratching the surface. As the foremost expert in schema markup and SEO, I'll dive much, much deeper.