February 19-20, 2020
San Jose Convention Center

Five questions for mobile SEO guru Cindy Krum

Mobile is an increasingly essential element of digital marketing. Google says that more than half of its traffic comes from mobile devices and that number is increasing. Join mobile marketing expert Cindy Krum at SMX West for a full-day pre-conference workshop that can help you make the most of this foundational technology! Here’s her look ahead at what to expect from the Maximizing Mobile Marketing Potential Workshop at SMX West.

Who should participate in your workshop?

The workshop takes people from a basic understanding of desktop SEO, to a deep understanding of how SEO changes for mobile users. It will outline how search results can change based on device and location, as well as how engagement with the search results can change. This is especially relevant for local SEOs and teams that focus on news, shopping and AMP results. It will cover how JavaScript and PWAs are changing the mobile landscape, and how mobile-first indexing is expected to impact SEO. The training also includes discussion of the impact that apps have in Google search results, from app packs and deep linking and also covers the basics of app store optimization (ASO).

What makes your workshop unique? What will attendees get that they can’t easily find elsewhere?

The workshop will be highly engaging with group discussion and participation. We encourage attendees to “play along” on their own phones, and anyone who is interested is encouraged to discuss real problems that they are trying to solve for their companies or clients. This helps the group understand the process that a mobile SEO consultant goes through as they are evaluating potential SEO solutions. The workshop will even include a bit of training on various tools that are outside of the normal SEO work-flow, to help workshop attendees get familiar with mobile-focused options and technologies.

Describe three actionable takeaways attendees will be able to put to work in their own search marketing campaigns.

Attendees will learn how to test mobile web search results and keyword rankings on different phones and for different locations.

Attendees will also learn how to optimize existing websites for faster page speed and better mobile conversions.

Attendees will gain a deep understanding of how apps and mobile-first indexing impact SEO, both now and in the future.

What is a mobile marketing mistake you made that others can learn from?

Many marketers make the mistake of assuming that what they see or experience on their mobile device is exactly what others experience, but this is absolutely not true. Mobile devices have more variation on settings and are impacted differently by localization and personalization of results. Even things like the host of an email account, or the number of mobile devices you have can impact the level to which Google is or is not able to personalize search results, or understand context.

Time to gaze into your crystal ball and tell us what you see in the future – what does the mobile marketing landscape look like in five years?

Funny you should ask – I’ve written a four-part series on mobile-first indexing and where it’s going in the future. In a nutshell, I think SEO is about to change in a very serious way, from being about keywords to now REALLY being about entities. I think that the search results are about to get more personalized, and more contextual, based not only on “who you are” and “where you are” but also based on the device that you are searching from. Most websites don’t make sense as a voice search result, and voice search and chat bots are growing like crazy! I think companies that have never been strong in web SEO or maybe never even had a website will have some really interesting opportunities with chat bots, Google Actions and Google Instant Apps.

Tell us something about yourself that few people know.

I love books, but don’t love to read, so I am an Audible addict. Some weeks, I can go through as many as 3 or 4 books! My reading mostly focuses on non-fiction; some business books, but lots of other topics too. I am a wealth of interesting, random information. My recent focus has been gender in the workplace and how the related nuro-biology often impacts communication, decision-making and the trajectory of entire companies. I am a big proponent of “Women in Tech,” so this has been eye-opening to read and think about!

Thanks Cindy!

Don’t miss out on this exciting opportunity to learn from one of the most respected mobile marketing experts in the industry! Read more about Maximizing Mobile Marketing Potential Workshop at SMX West, and register today!

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