Attend SMX Local & Mobile To Leave The PageRank Pack Behind!

As I watch search marketers often continue to obsess about things like PageRank, I wanted to do a personal post / wake-up call related to our SMX Local & Mobile Search Marketing show happening next month in San Francisco, July 24-25. Because for all the buzz that goes on around link building, link baiting, PageRank […]

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SMX Local & Mobile

As I watch search marketers often continue to obsess about things like
PageRank, I
wanted to do a personal post / wake-up call related to our
SMX Local & Mobile Search
Marketing
show happening next month in San Francisco, July 24-25.
Because for all the buzz that goes on around link building, link baiting,
PageRank sculpting and so on, too many people are overlooking the new and
prosperous frontiers of local and mobile search.

If a picture is worth 1,000 words, then I shouldn’t have to write
anything further to explain the importance of local search. Look at the
screenshot above. That shows you everything I see on my screen, without
scrolling, in response to a search for
san francisco
plumber
. The local search results dominate the page — the "regular"
search results, thanks to
how blended search
now works
.

As for mobile, Google’s
already remarked
on several occasions as to how much the iPhone is pushing mobile search
ahead in general. With the new 3G version of the iPhone about to come out,
things should accelerate even more.

Search Engine Land executive editor Chris Sherman, along with
local/mobile search expert and Search Engine Land contributing editor Greg
Sterling, have assembled a wonderful show that look in-depth at both local
and mobile search tactics and issues. Among the sessions:

Ranking Tactics For Local Search – The rollout of
blended and universal search results has presented even greater
opportunities for local search marketers to capture top and sometimes
multiple page one listings. This session looks at cutting edge tactics for
capturing top rankings in all the variations of local search listings.

Local Search 3.0: Engaging the Community – Web Search
3.0 is all about leveraging community to create the best experience, and
local search 3.0 is no different. This session looks at how communities are
shaping and influencing local search, from the major search engines all the
way down to the players specializing in "hyperlocal" niches.

Targeting Locals in a Blended Search World – Options for
local search marketers have exploded in the past year, from the ability to
target "above the fold" local listings in blended search results, to new
opportunities with "hyperlocal" services that focus on small towns or even
neighborhoods. This session explores how you can broaden your reach to
narrow your focus with the local searchers you want to reach.

Mobile Advertising Opportunities & Tactics – Mobile
search advertising is still in its infancy. How do you create an effective
ad in a tiny space? How can you effectively track the performance of ads?
And which advertising networks are the most effective at reaching the mobile
searchers you’re targeting? This panel explores these and other issues
related to mobile search advertising.

Local Mobile & Retail – Whether you’re a local merchant
or a national retailer selling locally, you can reach customers in your
neighborhood through targeted search marketing efforts. This session looks
at strategies employed from big brands all the way down to Mom & Pop
retailers to market to qualified, local customers.

Managing a Local/Mobile Search Marketing Campaign
Managing a local or mobile search marketing campaign can be a challenge, as
there are dozens of providers each targeting different potential audiences. How
do you choose partners? How do you allocate resources for maximum impact?
This session explores the tactical demands of running a successful
local/mobile search marketing campaign.

Ranking Tactics For Mobile Search – Even the best
optimized web sites can turn into disasters if not properly tuned for mobile
search engines. Following on the "Cracking the Code" session, this panel
takes an in-depth look at how to best optimize content to achieve high
rankings, dealing with duplicate content issues and other key aspects of
performing well in mobile search results.

Cracking the Code: Inside the Black Boxes of Local & Mobile
Search Algorithms
– Most search marketers are familiar with how web
search ranking algorithms work, but local and mobile search services use
completely different approaches to determining relevance. In fact, employing
best practices with web SEO may actually harm rankings in local and mobile
search. This session explores the unique ranking algorithms of local and
mobile search services, with suggestions on how best to optimize for each
type of platform.

There are many more sessions beyond these, plus the show kicks off with a
keynote from Frazier Miller, general manager of Yahoo Local.

SMX Local & Mobile is
the only show happening this year dedicated entirely to local and mobile
search. It’s something savvy search marketers should be attending to stay
well ahead of the pack.
So register
now
— plus you’ll still get "early bird" pricing through the end of the
week.


Contributing authors are invited to create content for Search Engine Land and are chosen for their expertise and contribution to the search community. Our contributors work under the oversight of the editorial staff and contributions are checked for quality and relevance to our readers. The opinions they express are their own.


About the author

Danny Sullivan
Contributor
Danny Sullivan was a journalist and analyst who covered the digital and search marketing space from 1996 through 2017. He was also a cofounder of Third Door Media, which publishes Search Engine Land and MarTech, and produces the SMX: Search Marketing Expo and MarTech events. He retired from journalism and Third Door Media in June 2017. You can learn more about him on his personal site & blog He can also be found on Facebook and Twitter.

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