{"id":117412,"date":"2019-02-06T01:00:00","date_gmt":"2019-02-06T06:00:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/smx-west-2019-4-insights-you-really-need-to-know\/"},"modified":"2024-12-31T05:55:09","modified_gmt":"2024-12-31T10:55:09","slug":"smx-west-2019-4-insights-you-really-need-to-know","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-ca\/insights\/blog\/search-optimization\/smx-west-2019-4-insights-you-really-need-to-know\/","title":{"rendered":"SMX West 2019: 4 Insights You Really Need to Know"},"content":{"rendered":"<p>Digital&#8217;s biggest, brightest brands came together last week for\u00a0<a href=\"https:\/\/marketinglandevents.com\/\" target=\"_blank\" rel=\"noopener\">SMX West<\/a>\u00a02019. Every major player was represented at the San Jose McEnery Convention Center in the heart of Silicon Valley\u2014Google, Amazon, and Bing among them, as well as some of the world&#8217;s most exciting start-ups\u2014making this one of the most diverse, reputable, and relevant conferences on SEO and SEM.<\/p>\n<p>Together with specialists from our white-label local listings team, <a href=\"https:\/\/www.convergensee.com\/\" target=\"_blank\" rel=\"noopener\">ConvergenSEE<\/a>, we attended in our capacity as local search leaders, taking the opportunity to glimpse behind the scenes, make new connections, and pick the brains of the industry&#8217;s most influential innovators.<\/p>\n<p>So, what did we learn? Well, a <em>lot<\/em>\u2014but we&#8217;ve distilled our experience into these top four takeaways. Let&#8217;s cut to the chase.<\/p>\n<ol>\n<li>\n<h2>Local SEO is maturing<\/h2>\n<p>Once upon a time, all you needed to succeed in local search was accurate NAP data (name, address, phone number) and plenty of corroborating citations. But now we&#8217;re all players in a much more sophisticated game. Increasingly, NAP and citations are only a starting point (albeit a critical one) as SEO checkers evolves into SEO chess. As of 2019, search giants like Google are much more likely to determine search ranking based on a range of &#8220;differentiators&#8221;, including:<\/p>\n<ul>\n<li>\n<h3>Review responses<\/h3>\n<p>In Google&#8217;s own words, <em>&#8220;Responding to reviews shows that you value your customers and the feedback that they leave about your business [&#8230;] High-quality, positive reviews from your customers will improve your business&#8217;s visibility and increase the likelihood that a potential customer will visit your location.&#8221;<\/em><\/li>\n<li>\n<h3>Videos and photos<\/h3>\n<p>Media matters! In fact, businesses with photos receive 42% more requests for driving directions to their location from users on Google, and <a href=\"https:\/\/support.google.com\/business\/answer\/6335804?hl=en\" target=\"_blank\" rel=\"noopener\">35% more clicks through to their websites than businesses that don&#8217;t have photos<\/a>. So a picture is worth <em>at least<\/em> a thousand words in local SEO\u2014and a video could be worth even more.<\/li>\n<li>\n<h3>Questions &amp; Answers<\/h3>\n<p>Google&#8217;s Q&amp;A feature doesn&#8217;t only help brands create useful, authoritative local pages: it&#8217;s also a great labor-saver. Make life a little easier for yourself (especially if you have multiple locations to manage) by proactively posting content on your local Google Q&amp;A page. It&#8217;ll reduce friction on the journey to purchase and prevent those repeat customer questions from tying up your other contact points.<\/li>\n<li>\n<h3>Special hours<\/h3>\n<p>It doesn&#8217;t matter if your opening hours are affected by holidays or not: it&#8217;s a good idea to publicly validate your listed hours for the season, especially for public holidays. Otherwise, a vague message like &#8220;location hours may differ during the holidays&#8221; may be interpreted as &#8220;shorter opening times&#8221;, which is not necessarily the case. Even in the digital age, hours of operation can make a fundamental difference to revenue.<\/li>\n<\/ul>\n<\/li>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_6a149e8531dca'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_6a149e8531dca');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = '0c9a9cec-eb1c-44ac-920f-687ce0230830';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/0c9a9cec-eb1c-44ac-920f-687ce0230830', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Thanks for Subscribing!');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"There was an error submitting the form.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? 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Consumers start their journey to purchase with a text or voice search, move on to video, and then later revert to additional text searches. We&#8217;re not claiming to be psychic, but this emerging behavior dovetails perfectly with DAC&#8217;s\u00a0<strong>Thinking, Planning, Doing<\/strong> framework&#8230; #justsayin<\/li>\n<li>\n<h2>Player two has entered (and is changing) the game<\/h2>\n<p>Bing may not be the biggest fish in the pond, but it&#8217;s certainly one of the most tenacious. At SMX, Bing revealed that it has increased the number of URLs you can submit per day from 10 to 10,000. Is it an innocuous, common-sense update\u2014or could they be <a href=\"https:\/\/www.seroundtable.com\/bing-increased-url-submission-to-10-000-urls-per-day-27047.html\" target=\"_blank\" rel=\"noopener\">signalling a fundamental shift away from crawling<\/a>, one of the very foundations of search as we know it? Time will tell.<\/li>\n<li>\n<h2>Change never waits<\/h2>\n<p>The very discipline of SEO is as organic as the results it serves up. In fact, search changes so regularly that it has taken on a life of its own. Did you know, for instance, that Google alters its algorithm eight times a day on average? It&#8217;s little wonder that chasing the trend has become a full-time endeavor for brands, businesses, and agencies of all shapes and sizes.<\/li>\n<\/ol>\n<h2>Let&#8217;s put it into practice<\/h2>\n<p>We came. We saw. We collaborated. And now we do what we do best: apply the industry&#8217;s latest thinking to refine our approach, optimize our in-market programs, and position our clients for <a href=\"\/services\/strategic-insights\/\">transformative growth in digital<\/a>. Want to know what that looks like for your business\u2014or for your own clients? <a href=\"https:\/\/www.convergensee.com\/en\/request-a-demo\/\" target=\"_blank\" rel=\"noopener\">Request a free demo<\/a> from our ConvergenSEE team.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Digital&#8217;s biggest, brightest brands came together last week for\u00a0SMX West\u00a02019. Every major player was represented at the San Jose McEnery Convention Center in the heart of Silicon Valley\u2014Google, Amazon, and Bing among them, as well as some of the world&#8217;s most exciting start-ups\u2014making this one of the most diverse, reputable, and relevant conferences on SEO [&hellip;]<\/p>\n","protected":false},"author":166,"featured_media":109481,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.72,"reading_level_needs_review":"0","footnotes":""},"categories":[2896],"tags":[2848],"class_list":["post-117412","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-search-optimization","tag-search-engine-marketing-2-2"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>SMX West 2019: 4 Insights You Really Need to Know | DAC<\/title>\n<meta name=\"description\" content=\"Digital&#039;s biggest, brightest brands came together last week for\u00a0SMX West\u00a02019. 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