Summary

In this conversation, Lindsie Nelson shares her experiences and insights from the recent HubSpot Inbound Conference. The discussion covers various themes including the importance of resilience in marketing, the evolving customer journey, and the changing landscape of SEO and content creation. Lindsie emphasizes the need for marketers to adapt to new trends and consumer behaviors, highlighting the significance of creating valuable content that resonates with audiences. The conversation also touches on the overall experience of attending the conference and the key takeaways from various speakers.

Takeaways

• Resilience is a key theme in marketing today.

• The customer journey has significantly changed.

• SEO strategies must evolve with changing search behaviors.

• Content should provide unique value to the audience.

• Shorter, more concise content is becoming more effective.

• Marketers need to engage with customers in various spaces.

• Creating content just for SEO is not effective anymore.

• Understanding where your audience is searching is crucial.

• Testing content on social media can inform longer pieces.

• Networking and learning from peers is invaluable at conferences.

Chapters

• 00:00 Introduction to HubSpot and Inbound Conference

• 03:09 Resilience in Marketing

• 07:40 The Changing Customer Journey

• 16:10 Evolving SEO Strategies

• 21:45 Content Creation Trends

• 26:36 Insights from the Conference

Summary

In this episode, Annie, an SEM strategist, joins Lindsie and Jay to discuss a case study on capitalizing on a competitor's rebrand failure. They highlight the importance of acting quickly and adapting strategies to take advantage of opportunities. The client, a lease management software provider, saw a 165% increase in organic traffic and a 129% increase in organic conversions in the first month. The key lessons learned include the need for a strong SEO viewpoint during rebrands and the importance of tracking competitors.

Takeaways

• Act quickly and adapt strategies to take advantage of opportunities
• A strong SEO viewpoint is crucial during rebrands
• Tracking competitors is important for staying ahead
• The client saw a 165% increase in organic traffic and a 129% increase in organic conversions in the first month

• Chapters

• 00:00 Introduction and Guest Introduction
• 02:42 Discussion of Dogs and Animals in the Workplace
• 04:41 Introduction to the Case Study
• 07:11 Getting the Client On Board
• 10:12 Taking Advantage of the Competitor's Rebrand Failure
• 12:48 Tactics and Changes Made on the Client's Site
• 16:08 Measuring Success and Results
• 19:22 Maintaining Momentum and Adapting Strategies
• 22:22 Key Lessons Learned
• 24:30 How to Catch Competitor Changes
• 25:59 Closing Remarks and Farewell

Summary

In this final episode of the Site Migration series, Lindsie and Jay discuss the user testing phase and the launch phase of a site migration. They emphasize the importance of sequential and timely execution during the user testing phase, where stakeholders test the site and ensure everything works as intended. They also highlight the need for SEO professionals to confirm that all the necessary SEO elements are in place before the site goes live. During the launch phase, they stress the significance of monitoring SEO metrics, such as rankings and traffic, to identify any issues and address them promptly. They also advise against removing redirects too soon and emphasize the need for ongoing monitoring even after the site is live.

Takeaways

• During the user testing phase, stakeholders should thoroughly test the site to ensure everything works as intended and all SEO elements are in place.

• In the launch phase, it is crucial to monitor SEO metrics, such as rankings and traffic, to identify any issues and address them promptly.

• Redirects should not be removed too soon, as they may still be valuable for maintaining traffic and addressing any issues that arise.

• Ongoing monitoring is essential even after the site is live to catch any potential problems and make necessary adjustments.

Chapters

00:00 Introduction and Overview

03:50 User Testing Phase: Ensuring Everything Works as Intended

19:57 Launch Phase: Monitoring SEO Metrics and Addressing Issues

26:00 Submitting Top URLs for Crawling

32:24 Monitoring SEO Metrics and Watching for Red Flags

36:08 The Importance of Maintaining Redirects

41:29 Final Thoughts and Tips