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Review: Distilled & SEOmoz Expert Training London Day One

Introduction

As an owner of both SEOmoz Basic SEO Training DVD and the SEOmoz Advanced Training DVD, I knew that the speakers knew their stuff and they looked like a fun crowd to boot. So I decided to attend the SEO Expert Training live conference in London on October 19 and 20.

Was the trip to London worthwhile?

Definitely yes, but…

Let’s start with the program which Distilled and SEOmoz organised for us. In a word, superb. The program included dedicated sessions on:

  • link building
  • site structure
  • social campaigns
  • SEO tools
  • content strategy
  • conversion techniques
  • SEO team management
  • Google penalties and penalty filters
  • Google analytics

For the most part this partial list of topics is a dreamlist of issues which I’d like to hear about in depth.

Quicklinks to Day One Presentations:

  1. Advanced analytics - Will Critchlow
  2. Getting SEO done against the organisational odds - Richard Baxter
  3. "ROI from social media" - Lucy Langdon
  4. "Diagnosing and fixing penalties, understanding guidelines" - Jane Copland
  5. Scalable site architecture - Duncan Morris
  6. Ranking Models - Ben Hendrickson
  7. Live linkbuilding - Tom Critchlow & Rand Fishkin
  8. Conversion rate optimisation - Ben Jesson and Dr. Karl Blanks
  9. Some of the Q&A

Quicklinks to Day Two Presentations:

  1. Head to Head: Keyword Strategy - Will Critchlow
  2. Head to Head: Keyword Strategy - Rand Fishkin
  3. News site SEO - Rob Ousbey
  4. The Pacman Chunk of the Piechart: Getting Links - Tom Critchlow
  5. SEO is Nothing Without Content - Rand Fishkin
  6. Google Local Search - Tom Critchlow
  7. Universal Search - Patrick Altoft
  8. The limits of automation - Dave Naylor
  9. The right strategy for your organisation - Will Critchlow
  10. International Companies: How to handle multiple countries/languages - Duncan Morris
  11. Question and Answer Day Two SEO Expert Training

Keep reading Review: Distilled & SEOmoz Expert Training London Day One

AdWords Expanded Broad Match: How to Combat Google’s Cash Grab

Switch to Phrase and Exact Match and Bring Down Your Cost Per Click and Cost Per Sale

Yesterday, I got an email from my acquaintance Andrew Goodman over at PageZero (author of the excellent Winning Results with Google AdWords) discussing issues with broad match in Google PPC management.

In August one of my clients had a horrible surprise (well we both did) where PPC costs skyrocketed - almost tripling for one week, with only about a 25% improvement in leads.

I got on it right away and called Google. The Google AdWords representative told me that thanks to our great quality score we'd qualified for "expanded broad match". Although Google says that they are against get rich quick schemes and fake sweepstakes in AdWords, this move is straight out of that shady playbook.

Sure, we'd "qualified". Qualified to pay three times as much for just a fraction more business.

"So how do we turn it off?" I asked.

"You can't," she answered.

Keep reading AdWords Expanded Broad Match: How to Combat Google's Cash Grab

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