On the 6th and 7th of May, Searchmetrics & Friends hosted the first event of our Meet’n’Suite roadshow in Zurich, Switzerland – a regional hub for digital industries and innovation. The main aim of the event was strengthening cooperation with partners and clients, and exchanging knowledge. How did the event go and what were the main highlights? Read on for a full run-down of the event.
Meet’n’Suite – How it all began
“The idea for the event came about from a client visit in Zurich at the agency, BlueGlass,” explains Sebastian Marquard, Account Manager at Searchmetrics. “Raphael Bienz, CEO of BlueGlass, a partner agency of Searchmetrics, suggested organizing a joint event where we could talk more personally with experts, agencies and clients. We were mainly focused on our cooperation in SEO and Content Marketing and our products – but we also wanted to include networking and issues like brand awareness. The program was developed with the aim of generating a benefit for all involved, and to provide added value by offering workshops on our new Suite. That’s why, in the preparation phase, we spoke closely to clients and agencies to establish what they wanted, so that we could put together an exciting event format.”
A few weeks later, preparations were complete and Searchmetrics & Friends invited participants to Zurich for the first stop of our Meet’n’Suite Roadshow. “Zurich is the perfect destination for our first event,” said Fabian Lahl, Product Marketing Manager at Searchmetrics. “Many of our agencies and clients are based in Zurich. But as well as that, we also want to use these events to visit cities that can be considered online marketing hotspots. In Zurich, innovations are happening all the time and the marketing industry is growing with these developments.”
Let’s talk SEO – Presentations, expertise and a whole lot of input
The Meet’n’Suite event was, in line with the topics presented by the speakers, divided into a SEO Day and a Content Day. This gave the participants enough opportunity to discuss the topics most important to them. To start the event, on 6th May, our Searchmetrics experts presented a range of insights into new SEO trends and new features of our Suite. Fabian Lahl was pleased with the reception: “It was great to see such positive interest in our Searchmetrics Suite and its features – as well as our Google Lighthouse Ranking Factors analyses that provide targeted SEO analysis for specific client markets.”
At networking stations, the participants discussed new strategies for creating added value for clients. “A successful business strategy requires more than just successfully selling the product. We have to understand our clients and provide solutions tailored to their individual needs,” said Marcin Zawisza, Client Success Manager at Searchmetrics.
SEOs need to break out of their bubble
Following the welcome session, Searchmetrics CIO, Marcus Tober, held a talk entitled, “SEO is going to the next level”. This presentation addressed wider issues surrounding the role of SEO, as Marcus explained why it is more important than ever for SEOs to be involved in product and website development, and to analyze data more efficiently. Marcus explained that positive results in SEO can depend on other areas – beyond those that traditionally fall within the SEO expert’s sphere of influence. SEOs have to learn to expand their role and find new ways of influencing the SERPs. German-speaking readers can download Marcus’ presentation here.
The SEO industry needs to innovate to deal with new challenges
Next up was Simon Griesser, Head of SEO at Dept, who presented common SEO issues associated with classic projects like relaunches or eCommerce optimization. Together with the participants, Simon looked in-depth at different solutions for these challenges. In particular, he emphasized the targeted use of data and used best-practice examples to demonstrate how data from Searchmetrics or other tools can help provide clarity in tricky SEO situations.
Raphael Bienz, BlueGlass CEO, had the honor of closing out the first series of presentations with his talk, “SEO 2019: New challenges for brands”. Raphael looked at this year’s SEO trends and investigated which challenges new developments in search are creating for brands. Raphael discussed how branding and online reputation are likely to impact the SERPs in the future, and talked about how the touchpoints between brands and users are changing.
After lunch, the Searchmetrics Green Belt Examination and Certification took place. Here, participants learnt how to use the new Suite for search engine optimization. “The Green Belt aims to equip participants with more in-depth knowledge of the Searchmetrics Suite. This includes working with the Search Experience and Research Cloud to give participants a deeper, more comprehensive understanding of how they can analyze and optimize online content to meet their goals,” explained Fabian Lahl. “The Green Belt doesn’t just let SEO specialists improve their expert knowledge, it also gives them a certification that’s recognized throughout the industry.”
Day 2 – It’s all about content
The second day was dedicated to content marketing and how to make best use of the Searchmetrics Content Experience. The format was similar to day one. First, speakers held a series of talks, now presenting various content insights. Later, there was an interactive workshop, this time for Orange Belt Certification. Whereas the Green Belt has a clear SEO focus, the Orange Belt educates and trains participants in the area of content development and content marketing.
Long-term success instead of short-term visibility
Michael Dziewior, Team Lead Content Services at Searchmetrics, held a talk looking at the role of content marketing within the marketing mix, and gave his take on how to make budget decisions for better, sustainable performance that is built on content. The presentation slides can be downloaded over at our (German-language) event page.
Michael was followed by Matthias Schmid, Senior Consultant at Unic, who spoke about revising content according to new SEO guidelines, while paying particular attention to correct data processing. Matthias demonstrated how software solutions like Searchmetrics’ or the Google Search Console can be used to increase efficiency, rather than workload, and how they can help sustainably improve online visibility.
Good content on its own isn’t enough
“Good content is a prerequisite for building up positive, long-term customer relationships,” said Cristian Margiotta, SEO and Content Consultant at BlueGlass. But why does only 20% of content that’s published online reach its users? “Content marketing without user-focus and SEO fundamentals is bound to result in wasted resources,” explained Cristian in his presentation. In a practical demonstration, he showed the participants how they could use the Searchmetrics Content Experience to revise content to improve its search engine performance.
More certifications – this time in orange
The final session of the second day was dedicated to the Orange Belt Certification. Here, participants were introduced more closely to the features and workflows of the Searchmetrics Content Experience. The certification gives content experts hands-on experience of how to effectively create and optimize online content.
At the end of an action-packed couple of days, our Searchmetrics team summed up the event: “We were very pleased with the large number of participants and the interest shown in our Suite. The discussions with our partner agencies, BlueGlass, Dept, Unic and dotpulse, and, of course, our customers, were also of great value. We’re already looking forward to the next stop of the roadshow and meeting some new faces.”
If you weren’t at Meet’n’Suite in Zurich, you can still download all of our speakers’ presentations, full of valuable SEO and content insights!