Thursday, November 5, 2015

Pubcon Las Vegas 2015: Branding, Mobile, and Beyond

Pubcon Las Vegas 2015 Registration Booth
Tandem Interactive's Organic Search Manager/Editor Kimberly McSweeney at Pubcon Las Vegas 2015.

This year, I was fortunate enough to attend Pubcon Las Vegas with Joe in the beginning of October, and to say that I learned a wealth of knowledge during those short four days would be an understatement. For those who may not know much about Pubcon, it is the world’s leading online marketing conference and has been named a must-attend conference by Forbes, and I have to say – they hit the nail on the head.

If you missed Pubcon you arguably missed the largest sharing of SEO/SEM and PPC knowledge to ever take place under one roof. With daily speakers, such as the leaders of the search marketing industry, this was the place to be for those who do SEO and/or have a business or startup.
After day one at Pubcon, it was clear that the theme for the year was branding. Pretty much, if your company is not creating content that serves consumers and gets your name out in the world as a reputable company that is not just there to take your business, you are not doing enough to meet the needs of users. Users don’t only want answers to their questions, they want answers that exceed far beyond the question they asked. Although this may sound impossible, with amazingly engaging content – it isn’t. As Founder of Seer Interactive Wil Reynolds put it, if you are not creating the best piece of content ever written on a subject, you are not doing content right. Users want content that will serve them in a way that will make them better. They want to read your content and be able to take something from it that makes them better, smarter, and…well…serves their egos.

“People don’t buy products, they buy better versions of themselves.” – Wil Reynolds

Once you have the most amazing piece of content created – you need to socialize it. Coupled with creating the best optimized content, socializing content will help build your brand. If you write amazing content and no one can see it on multiple social media platforms, your brand is not going to be engraved in their brains. Users’ minds need to constantly see your ads, your helpful content that answers their questions, your videos, your photos, and logos on Google, Facebook, Twitter, LinkedIn, Instagram, Pinterest, and whatever the new social media platform will be, in order for them to build awareness of your brand, as well as trust.

Of course, every business with a website wants to know about mobile. As the industry leaders put it at Pubcon, if you are just now thinking about mobile, you are behind. If you are thinking that mobile is going to be big, you are behind. Mobile is here. Mobile is now. If your site is not mobile-friendly you can bet that users are going to your competitor who is mobile compliant. Not only should your site be mobile- friendly already, but if your mobile load times are slow – you can bet users are moving on to a competitor. It may be sad for you and your business, but it is true. With every new generation, attention spans are decreasing and demands are increasing – you need to take the heat and turn it into fire for your company, or get out of the kitchen.

Pubcon Las Vegas 2015

Pubcon Las Vegas 2015 featured the following keynote speakers and hyperlinked is Tandem’s live-blogged coverage for each:

Rand Fishkin: Founder of Moz:  SEO In A Two Algorithm World

Gary Illyes: Google: Generations XYZ

Wil Reynolds: Seer Interactive: The High Cost of Free Traffic

Daune Forrester: Bing: Data is the New Oil

John Brown & Richard Zippel: Google AdSense: Open Format Q&A

Other Pubcon Sessions Covered by Tandem:

Jeffrey Eisenberg (chief Executive at and Alex Harris (creative director at High Conversion Landing Pages and the User Persona, The Most Popular Tools for Creating Landing Pages and Campaigns, 8 Measurement Terms for Buyer Legends

Michael Gray (Atlas Web Services president and owner of Top WordPress Plugins to Clean Up and Speed Up Your Site

Barry Adams (founder of Polemic Digital): Barry Adams: Crawl Waste & Optimization

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