The Inbounder is a local business that caters to people who want custom meals, events and has some really cool stuff. When coming up with ideas for your own small business you should definitely consider their model of success as an example.
The Inbounder conference, which was held for the second year in Spain, had a significant increase in attendance in a short amount of time, going from 200 to 1,000 participants in only one year. Members of the audience in 2016 came from 22 different nations and congregated in Valencia’s City of Arts and Sciences, which was created by Santiago Calatrava and Félix Candela.
A summary of a couple of the talks given during the event is provided below.
Machine Learning & AI
The kick-off presentation was given by Marcus Tandler, CEO of OnPage.org. He gave a fair summary of Google’s future with his astounding number of slides (301 in total).
Tandler claims that the firm is “not about search,” but rather “AI” (artificial intelligence). “Rather than improving their search via AI, Google is utilizing search to improve its AI,” Tandler said. He stated that this may enable the “machine learning corporation” move away from relying on linkages in the future.
Would anybody care if your stuff vanished from the internet? Answering this question is a fantastic way to gauge the quality of your article. “Going the additional mile pays off,” Marcus said. According to Marcus, there are three significant ranking elements today: rapid speed, There are no broken links., and mobile-friendliness. He also offered instances of how changes like rich snippets and republishing material were enough to propel a site from the third page to the first page in only two weeks.
He described what SEO is all about after giving the important metrics:
There are no broken links.
- There are no distractions.
At the start of her presentation, Valentina Falcinelli, the creator of Pennamontata, observed, “There are plenty of unattractive people out there.” This was her way of expressing how online sites often fail to meet the demands of users.
She identified four different sorts of sites and put them to the test with consumers to see how they might make identical material more appealing. The following are some of her key takeaways:
Keep things basic and neat.
Make a positive path for yourself.
Include bullet points and graphics that aid in the comprehension of your information.
To keep readers interested in your material, sort, classify, integrate, and prioritize it.
Valentina’s four recommendations for improving the readability of text are as follows:
Shorter lines provide for easier reading.
Use “chunks,” bold, and bullet points in your writing.
Fonts should be large.
Use high-resolution, relevant photographs.
???shorter lines?????????????????????????????????????????????????????????????????????????????????????????? ?????????????????????????????????????????????????????????????????????????????????????????? Fonts should be bigger??? pictures that are beneficial #TheInbounder @valefalci
May 19, 2016 — Kate Makulova (@kate makulova)
As you might expect, considering that her presentation was about how to make reading more enjoyable, her slides were a delight. You can see Valentina’s presentation here. Remember that Designing Content is the key, as we don’t read what we don’t like.
Returning to the Basics
SEOs are always on the lookout for new strategies and tricks to improve their outcomes. However, this may lead to us falling into traps. Wil Reynolds gave a back-to-basics presentation, emphasizing a few key points that are frequently overlooked or forgotten:
Examine your PPC results carefully and make any necessary changes to your page’s meta descriptions.
Use SEMRush, Quora, and Medium to come up with fresh article ideas.
To acquire the greatest CTRs for sitelinks, use search modifiers.
Examine the SERPs outside of your ranking tracker.
“Machines are learning what humans want,” Wil said, pointing out that Google can comprehend people’ demands in a matter of hours. He demonstrated how, one hour after giving a talk in Boston, the keyword “Wil Reynolds slideshare” emerged in autocomplete results.
When it comes to search, you might sometimes win… but lose people.
This is particularly important in the sponsored search segment, where PPC plainly lacks purpose. While businesses want to sell, users want to learn. Will also demonstrated a number of websites that advertise for their primary keywords but have salesy pages that don’t provide any value to the prospective consumer.
Wil’s whole presentation may be found here.
Attention is a valuable commodity.
If I were to leave you with just one takeaway from Bas van den Beld’s talk, it would be to cease focusing only on the selling aspect of the customer experience. Marketers and businesses are sometimes so anxious to sell that they forget that selling begins with creating trust and assisting consumers in finding answers to their queries.
Some examples of non-selling activities that draw a lot of attention to a brand:
Pineapple is an Airbnb vacation magazine.
Website for McDonald’s Canada ingredient suppliers
Friday Whiteboard (Moz)
“Each piece of material should have a specific objective in mind,” says Bas. “Ask questions from their point of view, not from your point of view.”
On this slide, a table depicts the whole customer journey, including the audience type, user and corporate objectives, the next likely click, and the sort of content to develop at each step to capture users’ attention.
It’s crucial to provide the correct material to the right audience at the right time.
Here’s a link to Bas’ presentation.
Create a brand, not just a business.
“An intangible asset that dwells in people’s hearts and thoughts,” according to the definition of a great brand. Beginning with this insight, Joanna Lord, CMO of ClassPass, outlined the whole spectrum of what it takes to build a successful brand. She provides seven stages that, in her opinion, most businesses fail to follow yet should:
Because Joanna’s presentation is one large solution, it’s difficult to separate out any individual phase or provide fast takeaways. This slide gives you a sense of where her thoughts may take you:
Joanna addressed the basics of assessing your performance as well as a step-by-step strategy for developing a brand. It is possible to quantify a brand.
You must establish a brand if you want to be around in ten years. We live in a community that is founded on brands.
Joanna Lord is an author.
Make Content Marketing a Priority
When it comes to content marketing, Lisa Myers, CEO of Verve Search, says, “I concentrate on innovative concepts and let the writer think in the narrative.” If the case studies she provided weren’t published on a business website, they may go overlooked as marketing pieces.
One example is Expedia’s ” Accent Map of the British Isles,” a quiz in which players must identify the location of the United Kingdom from which a certain accent comes. The BBC, The Telegraph, Mail Online, Mashable, and other news organizations reported this story from various perspectives. Due to their intriguing and complicated content, two additional ads, “Historic London” and “Billionaires League,” received high quality backlinks.
Here’s a link to Lisa’s presentation.
Homophily & Trigger Words
What motivates individuals to read or watch anything after clicking on a link? On social media and websites, creating a feeling of homophily and utilizing the proper phrases may make your material more enticing. Nathalie Nahai, a web psychologist, shared practical tips for improving your content and attracting more viewers.
“Is this just clickbait?” says the narrator. Not if you keep your word,” Nahai assures after providing statistics on the three English phrases with the highest Facebook shares in BuzzFeed headlines.
She presented a simple formula at the conclusion of her presentation that anybody looking for a new audience via articles may use in their content strategy:
Takeaways from Nathalie:
Build trust by emphasizing common ideals and homophily.
Adapt your material to the characteristics of your clients.
Optimize your headlines from a psychological standpoint.
Rand Fishkin, the creator of Moz, wrapped off the event by offering a fresh perspective on the present and future of search and social media.
In his opinion, Google’s major ranking variables in 2012 were keywords, content, and links, much as Facebook’s main ranking elements were likes and shares. Fishkin emphasized machine learning and artificial intelligence, and how technologies are changing how consumers perceive not just search, but also relevance on social media, much as Marcus Tandler did when he opened the conference. This includes Twitter and Instagram’s use of algorithms rather than time-based feeds to choose what to display.
The web’s universal quality measure will be engagement.
Rand Fishkin (@randfishkin)
Marketers should pay attention to the following key lessons to stay on top of emerging online trends:
Recognize and respond to all of your guests’ needs.
Outearn the average CTR of your competitors.
On each channel, optimize the signal-to-noise ratio.
Prioritize the user experience in your marketing initiatives.
At the top of the funnel, provide appealing CTAs.
Rand’s whole presentation may be seen here.
The Inbounder attendees were blasted with a great amount of instances, research, and ideas to inspire their own initiatives after two days and 24 talks. The combination of local and foreign speakers was fascinating, and the event’s success ensures that Spain will be on the conference schedule in 2017.
And, in case you missed it this year and want to learn more from the presenters, Scott Vann did an excellent job of compiling all of the talks on the Kangadillo’s blog.
Huge congrats to the one and only Gianluca, who worked tirelessly with his team to make this all possible and had every right to be pleased with himself at the end of the day.