Notes from the Digitalzone 2017 Conference, Which Interested the Digital Marketing World
Posted: Mon Dec 09, 2024 8:43 am
Digitalzone , Eastern Europe’s largest digital marketing conference , hosted important names in the sector at the Hilton Istanbul Bomonti Hotel on October 20-21. The fifth conference was held this year, and the attendance was much higher than in previous years. The speakers of the first day, which was completed with simultaneous translation, shed light on the sector in general, while the speakers of the second day shared their experiences in more technical areas with us. Two speakers who are experts in mobile marketing could not take part in the program due to diplomatic problems with the US. The names and presentation topics of the two days were as follows:
Digitalzone'17 started with a light show worthy of the digital marketing world. The program was hosted by Yiğit Konur, the founder of Zeo Agency, who hosted the event, and Judith Lewis, whom we met from last year . For those who could not attend the conference and want to keep their knowledge fresh, we have compiled what was said and what we observed in the sessions for you.
We have added the presentations of the speakers we have approved to the back of our notes, and will update this content as new ones arrive.
Chocolate Flavored Opening Speech
The opening speech was given by Judith Lewis, one of the business owner database judges of the world-famous European and US search awards and founder of deCabbit Consultancy . In her presentation, Judith explained how you can connect users to your site with eye-catching content, and with her energy and likeable demeanor, she managed to connect the participants who had not yet woken up in the first session of the day to her in the same way. As in the previous year, she did not forget to reward those who asked her questions with chocolate. According to Judith, you should consider the following points in content production to increase your visitor numbers:
In order for content to be consumable, it must always be accessible and understandable. Since users now have limited time and want to consume content quickly, we must present content to users in small and understandable pieces.
We must define our target audience well and respond directly to their requests.
We should take question patterns into consideration when doing keyword analysis. Especially with the emergence of position 0 after the semantic developments in the Google algorithm, we should include question patterns in our content in order to be included in the answer boxes that appear in the search results . This situation can also enable us to perform better in voice search results, which are on the rise. We can list question patterns at the top of the page and make in-page links (jump links) so that the user can access the answer they are looking for more easily.
Being able to answer the questions that users are looking for can help us establish an emotional bond with them and keep them coming back to our site. When choosing keywords, we should try to use keywords that will connect the user to the site. In short, our content should be a remedy for users' problems.
We must be planned in content production. We must create an annual content calendar by researching search trends. We must publish the right content at the right time of year.
Judith also said that when doing trend research, we shouldn’t be too reliant on Keyword Planner, but instead pay more attention to industry marketing signals.
We should create our content uniquely and not write similar content with different words.
Google can now understand language. Therefore, instead of focusing on a single keyword, we should produce semantic content that includes related words . In short, we should convey the same topic to the user with different terms.
As long as the user is not familiar with our brand, the homepage of our site is no longer important. Since users mostly come to our site from search results, every page of ours can be considered as a homepage. At this point, Judith compared the search results to the dating sites of her time when she was new to the internet. Liked content to the right, disliked content to the left!
Presentation:
What's going on in Google's kitchen?
The speech by Fatih Özkösemen , who is a member of Google's Search Quality team and also the head of the Turkish Google Webmaster Blog project that was launched in recent months , was one of the most talked about presentations of the conference. Although we tried to summarize this presentation, which covers three sides of the search ecosystem, we tried to include all the details we heard from a Googler in our article without elimination. Therefore, before we move on to the longest part of our article, please sit back!
Digitalzone'17 started with a light show worthy of the digital marketing world. The program was hosted by Yiğit Konur, the founder of Zeo Agency, who hosted the event, and Judith Lewis, whom we met from last year . For those who could not attend the conference and want to keep their knowledge fresh, we have compiled what was said and what we observed in the sessions for you.
We have added the presentations of the speakers we have approved to the back of our notes, and will update this content as new ones arrive.
Chocolate Flavored Opening Speech
The opening speech was given by Judith Lewis, one of the business owner database judges of the world-famous European and US search awards and founder of deCabbit Consultancy . In her presentation, Judith explained how you can connect users to your site with eye-catching content, and with her energy and likeable demeanor, she managed to connect the participants who had not yet woken up in the first session of the day to her in the same way. As in the previous year, she did not forget to reward those who asked her questions with chocolate. According to Judith, you should consider the following points in content production to increase your visitor numbers:
In order for content to be consumable, it must always be accessible and understandable. Since users now have limited time and want to consume content quickly, we must present content to users in small and understandable pieces.
We must define our target audience well and respond directly to their requests.
We should take question patterns into consideration when doing keyword analysis. Especially with the emergence of position 0 after the semantic developments in the Google algorithm, we should include question patterns in our content in order to be included in the answer boxes that appear in the search results . This situation can also enable us to perform better in voice search results, which are on the rise. We can list question patterns at the top of the page and make in-page links (jump links) so that the user can access the answer they are looking for more easily.
Being able to answer the questions that users are looking for can help us establish an emotional bond with them and keep them coming back to our site. When choosing keywords, we should try to use keywords that will connect the user to the site. In short, our content should be a remedy for users' problems.
We must be planned in content production. We must create an annual content calendar by researching search trends. We must publish the right content at the right time of year.
Judith also said that when doing trend research, we shouldn’t be too reliant on Keyword Planner, but instead pay more attention to industry marketing signals.
We should create our content uniquely and not write similar content with different words.
Google can now understand language. Therefore, instead of focusing on a single keyword, we should produce semantic content that includes related words . In short, we should convey the same topic to the user with different terms.
As long as the user is not familiar with our brand, the homepage of our site is no longer important. Since users mostly come to our site from search results, every page of ours can be considered as a homepage. At this point, Judith compared the search results to the dating sites of her time when she was new to the internet. Liked content to the right, disliked content to the left!
Presentation:
What's going on in Google's kitchen?
The speech by Fatih Özkösemen , who is a member of Google's Search Quality team and also the head of the Turkish Google Webmaster Blog project that was launched in recent months , was one of the most talked about presentations of the conference. Although we tried to summarize this presentation, which covers three sides of the search ecosystem, we tried to include all the details we heard from a Googler in our article without elimination. Therefore, before we move on to the longest part of our article, please sit back!