STAT’s Rob Bucci heads to Ireland to talk about large-scale SERP analytics and drink a few pints of Guinness.
In less than two weeks, I’ll be packing my bags and heading to Ireland to speak at DMX Dublin 2014.
Organized by The Marketing Institute, DMX Dublin is the country’s largest digital marketing conference. This year it’s happening on March 12 at the eye-exploding Aviva Stadium.
To say I’m excited would be a major understatement. My mother is Irish, and despite the fact that I hold an Irish passport, I’ve never actually set foot in the country!
Obviously, this is unacceptable. I’m thrilled to have a chance to visit for the first time, and I can’t wait to represent STAT and to talk about our expertise in front of Ireland’s best and brightest in digital marketing. I also plan on taking the time to explore the country-side, drive on the left side of the road, and even take in some of the St. Patrick’s festivities.
Aviva Stadium
The eye-popping home of DMX Dublin 2014. (Photo: Hoops341.)
A big data approach to SEO
My talk is called “SERP Analytics—Big Data in Action.” It’s a topic I’ve covered at a few events previously, and something I’m very passionate about (naturally).
At its core, SERP analytics is about large-scale SERP tracking and strategic keyword segmentation. With properly segmented keywords, you can slice and dice your SERP data from every imaginable angle. It’s a key discipline that must be mastered by anyone who needs to compete for search engine visibility on a large scale.
I’m going to introduce a methodology for segmenting keyword research into useable groups, and I’ll explain how people who collect SERPs at high volumes for their segmented keyword lists are sitting on a market-research goldmine.
“With properly segmented keywords, you can slice and dice your SERP data from every imaginable angle.”
As SEOs, we’re competing for visibility within crowded SERPs that contain many different signals that we can aggregate and analyze. Companies are born and they die on these very SERPs, so being able to collect them and analyze them is crucial if we want to make an impact. I’m even going to talk about specific metrics that marketers can derive from segmented SERPs and show how we can generate them.
It may sound complicated, but with the right tools and the right understanding, this data forms a vital component of any digital marketer’s SEO strategy.
If you can’t make it to DMX Dublin, keep checking back right here. I’ll be posting a link to my presentation so you can see what my talk was all about.
By the way, I won’t be kissing the Blarney Stone — I’ve heard what the locals do to that thing! But I am seriously looking forward to that Guinness.
