Review of the conference 8Р 2017

Overview of the Internet Marketing Conference 8P 2017 by Ksenia Pashkulskaya

On July 15, 2017, the largest online marketing conference “8P Business on the Net” took place, which was held on the Black Sea coast in Odessa. Ask why it is the largest? And just imagine:

• 4 streams;
• 1237 participants and 35 speakers from completely different countries (Belarus, Bulgaria, Russia, USA, etc.);
• 20 hours of reports;
• 3 panel discussions with a lot of interesting tricks and secrets
• And just a bunch of contests and cool prizes from conference partners.

And all this in one day! Well, how impressive?

By the way, no one was left without a gift – each participant received a bag with the emblem of the conference and an original black notebook. And the owners of the “Full Stuffing” ticket also received a T-shirt as a gift!

Since I was a participant in the conference last year as well, I have something to compare with. Therefore, I will share with you my observations in this article. By the way, if you’re interested, you can read my review of the 8P Business Online conference from last year 🙂

So, this year there were 4 following streams:

1. Traffic arbitration;
2. Online stores from A to Z;
3. Promotion in the USA and Europe;
4. SEO for professionals.

I was very pleased with the appearance of the latter, because. I do promotion in search engines.

Separately, I would like to say thanks to the organizers of the conference – Netpeak, because they corrected the mistakes and shortcomings of the last year and made everything very cool, the organization of 8P 2017 was on top!

I will not tell you how many interesting things there were, I just advise you to go to the conference next year. You just need to feel this atmosphere!

Well, now let’s get closer to knowledge. Let’s move on to the part where I will talk about the most interesting and useful, from my point of view, reports.

Head of SeoProfy Victor Karpenko made a presentation “Link building under the west in 2017 – PBN, Outreach, processes, examples, pitfalls“. I think it was the longest report – it was impossible to stop Victor, so much he wanted to share his knowledge and tricks with the audience. It even seemed to me that he captured the time of the next speakerJ

In general, the report dealt with such things:

What links work?

1. Outreach (outreach) – links in articles are needed in any case, and any (paid / free)
2. PBN (Private Blog Network)
3. The rest (mostly for dilution):

• Crowd
• Social Links
• Directories

But the most important thing is dynamics.

For example, there are 2 sites that received in 8 months:

• 20 links
• 1500 links

And the result for these sites is the same.

Conclusion, normal dynamics is good, but the difference is that in one case you will spend a lot of time on links, and in the other – a lot of money.

How outreach is built:

• We find sites
• Finding contacts
• We agree
• We place

PBN Creation Process

• Looking for domains
• We order content
• We raise sites
• We defend
• Put down links
• Monitor

There are a lot of all sorts of nuances, in a nutshell and cannot be explained.

The report of Alexey Chekushin was on the topic “Classification and typing of queries“. As usual, everything is concise and to the point.

By the end of the day, everyone was already tired, so it became harder to perceive the information, but not on this report. Alexei immediately revived everyone with his game with the audience. By the way, you can check yourself. Determine which of the following queries are related to the selected topic:

Well, now compare your results with the results of the classifier:

How to classify:

• Subject of request
• Commercialism
• Geodependence.

Why do you need to consider geo-dependency?

In order to determine the commerciality of a request, you just need to drive it into the search bar and analyze the output. Pay attention to the words used in snippets. If the words buy, reviews, price, catalog are present, then the request is commercial.

How to work with it?

Short conclusions:

• There is no need for negative/stop words. At all.
• Ability to work with kernels of any size.

Comment: Don’t forget about the time factor (check the request types periodically and adjust the strategy accordingly).

And finally, the most interesting chips of the round table of the SEO stream:

1. Fast indexing of new pages.

It will be enough to place them in the footer of the main page (as anchors, you should specify the title of the pages).

2. Speed up indexing with browsers.

Just open the page in Google and Yandex browsers. To bulk drive pages into the index, use the iMacros extension.

3. Improvement in behavioral factors.

Make a stopwatch with a countdown until the price drops, for example:

The first option, on the product description page, you can set a stopwatch, which every N-seconds shows a decrease in the price of the product by a certain amount.

The second option is to set the stopwatch so that the scoreboard shows how many seconds are left before the price of the product drops (the price, of course, is better to fix and not lower below a certain threshold).

4. How to deceive Minusinsk from Yandex.

The Minusinsk filter does not include sites that link to pictures (even in large numbers).

P.S. But this does not mean that you need to urgently put down all the links to the pictures. It worked for some, but that doesn’t mean it works for you too. As they say, everything is individual – you need to test.

5. We place “breadcrumbs” in different places on the page.

You can insert more breadcrumbs at the bottom of the page and insert home page queries into the first element. But the link URL should not be duplicated on the same page, and to avoid this, you need to add # to the URL.

6. We analyze competitors using fake orders

If orders from an online store come with a through number, you can make a fake order at the beginning and end of the month and thus calculate how many sales the competitor had.

7. We optimize meta tags on pagination pages for regional results.

If an online store focuses on sales in several cities, then pagination pages can be optimized for each of them by putting the articles of the necessary toponyms in the title and meta tags.

8. We use the brand and the words “official site” in meta tags

If the online store is just a distributor, and not the official website of the brand, the question arises of the coverage of queries like product + official website. To do this, in the meta tags of the site, you can write “Official site Brand – [site name]”. The same operation should be done with the title of the product card.

Review of the conference 8Р 2017 by Anna Dudchenko

For those who are not the first time at 8P – the most summer Internet marketing conference, which takes place in Odessa. This year has prepared a truly cool organization and a lot of useful information under the dome of the banquet hall of the same name.

The taxi driver who drove us immediately realized that we were at a conference, because he had already managed to take three more to us and all to the same address. In general, the whole of Odessa was “on the ears”!

Registration went through in one moment and armed with a crossbody, they found an incredibly black notebook, as if someone decided to joke. I immediately began to think about how to remember everything that will be told at the presentations?! A pen with silver ink turned out to be the salvation – a rather non-standard solution, which, believe me, deserved a lot of attention from all participants of the conference.

During the time allotted before the start of the reports, I managed to get acquainted with several representatives of companies, participate in logical quests, a competition for accuracy, take pictures for memory – in general, the time flew incredibly fast. And now, at the first report from Dmitry Bondar, CEO at boosta, I am listening carefully about content optimization on my fingers. Dmitry talked about preparing content and optimizing a landing page step by step.

The simplest thing we start with is the analysis of competitors’ content. There are special services with which you can even subscribe to updates of content, titles, meta from your competitors and receive email notifications when they have changes. But as for me, it’s easier to evaluate it visually, wandering around the site itself.

We look at the output, who is in the TOP-10 – we determine the average value by title length, content volume, h1 headings. We strive to be like “they”, without overspam. We put links, do internal linking and Onpage, track positions.

If there is a positive trend, but you want more, you need to check the structure of the competitor’s site, namely, what is the link weight of the landing page, how it is linked, what main key is used. That is, the use of “fat” keywords in large quantities is not suitable for landing. Take 2-3 most frequent ones for 1 landing page.

To analyze the site structure, you can use: Siteliner.com (up to 250 pages) or Xenu / Screaming Frog + Google Fusion Tables (experimental app.). Next, we check external links and anchors to the landing. It is worth paying special attention to the anchors used by the competitor.

What can be further improved:

• make clickable titles,
• raise the keys higher
• check the readability of the text,
• ease of viewing on mobile devices.

The next step, if there were several landing pages, then we glue them similar in subject matter and ranked by the same queries. We must not forget about the basic technical points of onpage – make sure that there are no problems here.

We put a link to thematically significant pages. Again, edit the text – reduce the density of keywords. Many people still think that we write SEO texts, but over time everything changes and machine learning goes far ahead, for this reason, write for people. Think about it, do you understand the content of the page? Write in plain language and think about what the user should do after reading your text. Avoid complex and long sentences. We also look at what words competitors rank for, add words from the tips. There are features in every niche – somewhere they write a lot, but there are few links, somewhere on the contrary – it depends on the formed behavior of your competitors – pay attention to this.

Authors:

• Anna Dudchenko, project manager of MAVR marketing agency,
• Ksenia Pashkulskaya, head of the SEO department of the MAVR marketing agency.