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Content Marketing World 2020 - Session Viewer

Because this year’s event is virtual, you do not need to select your schedule in advance, but we do recommend planning your week ahead of time for an easier time navigating the virtual platform. Pre-conference workshops will be released on demand on Monday, October 12th and Industry Forums will be released on Friday, October 16th - check your emails for login instructions. All breakout/track sessions will be released on Tuesday, October 13th at 2:45pm EDT for on demand viewing. All event content will be available on demand for six months. Please note all times are shown in Eastern Time.

Your Website Homepage? It Isn't Your Homepage Anymore.

Laurel Miltner  (Director of Digital Strategy, Orbit Media)

Date: Tuesday, October 13

Time: 2:45pm - 3:15pm

Pass Type: All Access Virtual, Virtual, Virtual Plus - Get your pass now!

Track: Analytics & Data

Session Type: Breakout Session

Audience Level: All

Vault Recording: TBD

Audience Level: All

June 2019 marked a quiet milestone for content marketers. For the first time ever, the majority (50.33%) of Google searches resulted in zero-clicks (sources: Jumpshot, SparkToro).

As search engine result page (SERP) features become more intelligent and prominent, and voice search continues to grow, the age-old goal of "drive traffic to your site" is slowly being diminished. Rather, it's time to actually deliver on the promise of giving audiences the information they're looking for—where and when they're looking for it.

Takeaway

In this session, you will:

  • Learn why Google SERPS are your new homepage, and how to tackle them holistically. (Hint: it's not just SEO)
  • Learn how schema markup, structured content, PR, and ethical and empathetic marketing combine to help you win today's search game
  • Get actionable tips on how to use topical keyphrase research and Google Analytics data to create high-ranking content that targets audiences with both commercial and informational intent
  • Find out how to actually track this stuff



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