Link building tools and tactics.

Mike Grehan
Global VP Content, Incisive Media

Mike opened his expert talk on link building with a little walk down memory lane, using an anecdote about Alta Vista and how easy it was to manipulate rankings in the good old days by keyword stuffing.

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The Keyword Optimization Loop: How to choose and keep choosing the best keywords to drive traffic to your website.

Richard Mabey
CEO & Managing Director, The Egg

Richard started out with some of the basics of search; explaining the difference between transactional, informational and navigational searches.

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Glen Chu
Co-Founder, Digital Butter

Glen opened up by offering the advice that with content, website owners should write as if they are talking to someone in plain language. I suppose this enhances the users ability to engage with the on-site content, rather than having to refer to other sites to decode jargon.

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Eddie Choi
SES Advisory Board; Founding Partner, Frontiers Digital

Eddie begun his presentation by using the example of a customer using a smartphone to do research in the store. I have heard this example many times before in the guide of the ‘walk past a coffee shop, get a discount sent to your phone’ scenario, but it was a point that needed to be told to some of the audience.

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Keynote Address: Business Optimization in a Digital Age
Avinash Kaushik
Digital Marketing Evangelist, Google

Avinash started his presentation by announcing how digital marketing is so cheap compared to traditional marketing, and how this makes it affordable for most businesses to really create an amazing experience online for their potential customers.

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