For those who didn't make it to SMX London, Kevin Gibbons provides a list of takeaways that even those who did make the trip might want to bookmark, on topics like search needs and trends, social
media and linkbait, reputation managementkeyword research and Web analytics.
A few insights include reviewing on-site SEO factors such as where keywords appear in title tags, URLs, H1's and body text; or using extra space in display URLs to contain targeted keywords for paid search campaigns. Gibbons says this helps to describe the landing page more clearly, so users know they're likely to hit a specific landing page targeted to their query.