FOOTAGESearch Marketing Day 2014

Search Marketing Day 2014 – Report & Video

For the fourth time we organized a major Polish e-marketing conference – Search Marketing Day. This year we had 7 hours of presentations delivered by 13 speakers to over 200 participants. For the first time Search Marketing Day (SMD) took place in Warsaw. This major internet marketing event with participants from around the world happened just a month ago.

If you missed our conference presentations or you would like to see presentations from earlier editions – please visit Search Marketing Day website. There you can find videos starting from the very beginning in 2011 up to latest videos from June 2014.

Możesz także zobaczyć relację po polsku na blogu

The fourth edition of Search Marketing Day featured some significant changes. The conference moved away from Poznań, but it returned to Multikino. Participants enjoyed location of Złote Tarasy (Golden Terraces) – one of the most accessible places in Warsaw.

Another change was reinstatement of  one thematic path (2012 and 2013 SMD editions consisted of 2 parallel thematic paths). SMD 2014 featured 7 current topics:  Content Marketing, SEO, Native Advertising, Conversion, Video Marketing, Technology and Infographics.

The conference provided also a great opportunity for networking, a spacious hall inside Multikino Złote Tarasy featured 8 exhibitors of SEM fair. Cosy sofas increased comfort of our guests even more.

7 topics + 7 countries = 13 experts

Below we will present subjects of presentations on Search Marketing Day 2014 and provide summaries of  what our speakers said.

Content Marketing

Russell Smith visited Search Marketing Day for the second time. That allowed us to compare Content Marketing provided by BBC during this and previous year.

Russell Smith showed how  BBC News personalizes content. By using proper tags BBC managed to keep users longer by showing them well-fitted „connected stories”.

Traditional tagging was limited to only few subjects, like: names and popular events. BBC combined their data with general information about selected tags. Tags shouldn’t be a separate entities, they should be united around common context. For example BMW is a “German manufacturer”, “listed company” etc. In that way tags work better – they attribute content related to a broader context.

BBC  is a global medium that is able to provide personalized information to users from around the world. This achievement was accomplished by using  personalized content.

The next presentation about content marketing was delivered by Matthew Capala, Polish guy from New York turned out to be a content marketing self-made man. The story of his life involved block flats in Łódź and various professions – physical work, waitering, Internet activities, lectures, and finally achieving title of Professor on American university.

Matthew discussed bootstrap activities. This technique  relies on choosing optimal moment to show interesting content. Matthew showed practical ways of increasing your Internet profile by using your own talent and proper timing – even without expenditures.

Capala compared bootstraping strategy to ECG chart. While we should keep daily contact with our fans/followers on social media we shouldn’t forget about creating content suited for our target groups as well as “macro content” for broader public. The range of our activities was illustrated by ECG chart as it resembled electrical activity of heart.

Matthew Capala also compared providing content for our audience to a boxing fight. We should gently hit torso several times before hitting with a finisher. The final aim is achieved by utilizing several indirect steps. Matthew presented also 5 services/strategies  useful for content marketers.

Matthew’s presentation is available on his blog:

Our next speaker was a Moz Associate, an Italian living in Barcelona – Gianluca Fiorelli.

Gianluca wanted to finish his presentation after the third slide in which be answered the question whether Inbound is the new SEO? Misunderstandings arousing around Inbound Marketing arise from that simplification. However Internet Marketing  is not SEO-centric.

SEO is just a part of Inbound Marketing.

What, according to Gianluca, is Inbound Marketing?

It’s a conversation between brand and its users that results in offering content/products/services desired by the audience. This desire is discovered by observing Internet activities of the audience. Therefore Inbound Marketing consists of several elements:

  • SEO
  • Analytics
  • Community
  • Content

Utilizing all these elements is needed to create a successful strategy.


Since Content Marketing was among main topics of discussion, there also took place presentation about creating content. Infographics were main theme of presentaion by Danny Ashton an British specialist on that subject. Danny presented how to create content appropriate for audience.

For starters – why do  infographics work so good? The reason lies in workings of human mind and perception. Everyone who knows that, understands that a picture brings more attention than a multi-paged text.

Authors of infographics should remember three main rules:  Infographic should bring attention in 3 seconds. One of the most important element is header. We should also ponder what kind of content will be interesting for our target audeince, arousing their emotions and desire to get to know of that content. Although subject of this presentation was known to many people, the “infographical” form of presentation affected the audience positively.

Michał Woźniak from Whites showed us how his team works. He presented some well-known infographics, like „Doktor Google”. Examples provided by  Michał Woźniak neatly complemented presentation by Danny Ashton. When creating content we should brainstorm ideas to find out most satisfying ideas for our target audience – because the idea is the most important part of an infographic.

Presentation by Maciej Woźniak can be viewed here: (

Video Marketing

The following presentation was focused on video marketing. The speaker -Phil Nottingham – a well-known expert from Distilled agency. It is often said that YouTube is not too useful as a sales channel. Quite often uploading videos on Youtube decreases users’ contact with our website and lowers probability of conversion.

On the other hand, quite of ten YouTube channels are neglected. Phil showed how to modify Youtube channel to make its users regard it more like company’s website than another Youtube channel.

While creating Youtube videos you should care about authenticity – often it is better to make your employees appear in the video than to hire actors.

What video hosting service is especially useful for SEO? Wistia allows to create video snippets that can affect „clickability” in SERPs.


After lunch break SMD conference returned to its roots.  This part of conference was dedicated to SEO. The first SEO presentation was given by Łukasz Żelezny, who for that reason returned from UK to Poland. Łukasz has a very analytical approach to SEO. Fight for better SERP ranks and traffic is one thing, but user behavior on website informs us about value of that traffic.

Żelezny presented reporting traffic by using ABC model. In that model, the overall decrease in traffic is not a problem, if there are concurrently more conversions. Acquiring users, although important, is not the most important, is we consider efficiency of traffic and conversion rate.

The next presentation was delivered by Sam Jones, who according to some members of the audience strongly resembles Matt Cutts. Our guest from UK showed ways of acquiring natural links via content marketing. In brief, the recipe for good SERP ranks is content that we promote via Content Marketing.

Google wants us to acquire links, but the search engine should serve humans not robots. That’s why our effort should be focused on getting natural links from our users. Therefore we can say, that Sam follows  rules of white hat SEO.

Conversion Rate Optimization

Presentation by Łukasz Żelezny focused on users’ behavior, and that was a good introduction to next topic – Conversion Rate Optimization (CRO), in which every element of ABC model  should complement one another.

The first presentation about CRO was delivered by Viljo Vabrit from Conversion XL. When we conduct tests, we should take into account quantity of data. We shouldn’t test insignificant factors, like button colors (as compared to header text). Remember that every problem on your website is also a problem of your users, who will either overcome all problems or… leave your website.

An useful tool in examining user experience is Qualaroo. Correctly stated questions can help you in improving your website.

The next presentation was given by Oli Gardner. Expert from Unbounce delivered an inspiring presentation about creating efficient landing pages. When creating landing pages you should remember not to distract users by placing many links. A successful landing page shouldn’t confuse user in any way.

This is the main idea behind Conversion Centered Design. Website should be focused on its aim. That’s why there should be removed redundant content. Quid pro quo. Users surely won’t make 50 actions that can be needed on websites that don’t follow CCD concept.

Presentation by Oli was quite inspiring. Gardner managed to transfer lots of useful information about CRO. Unbounce helps to create landing pages designed for sales, just like Oli designed his presentation to  promote idea of Conversion Rate Optimization.

Native Advertising

Idea of native advertising and possibilities of acquiring links this way was presented by Pete Campbell. Native advertising allows to promote brand to selected target audience. Pete reminded about  benefits of native advertising, that doesn’t resemble traditional advertisements, but instead blends into website’s design. The users will be more likely to click and/or share website that offers some valuable content, like calculators or useful advice. Moreover, native ads are still a novelty and as such are relatively inexpensive.
Pete also shared 7 tips, which you can find on his presentation on

Our next speaker was Włas Chorowiec from LeadBullet. Włas presented NextClick tool, that based on content of article read by an user suggests another article for that user. He also mentioned Facebook Exchange – a tool that helps reach target audience by sponsored posts .

According to the speaker, overproduction of ads made Web users weary of Internet ads – at the beginning of 21st century, CTR for adverts was about 9%, nowadays its value is around 0,1%. Advertisers respond to that trend by blending ads into websites by using native advertising and matching ads to interests of specific users.

Technology – Big Data

The last presentation was delivered by Łukasz Kapuśniak on topic of Big Data. Łukasz showed advantages of using big data in targeting ads and specifying user profiles. Simple segmentation is not enough. Without proper data and by misinterpretations we can find correlation between number of divorces in Texas and global margarine consumption. Using advanced analytical tools allows us to draw correct conclusion and running successful campaigns.



SMD conference concluded with Q&A session. SMD team used service to moderate questions. Conference participants we able to ask questions and vote for them via this service. There was also significant activity on. Twitter is growing in Poland and response on that platform to SMD was greater than a year ago. Many users lauded constant access to WiFi. Our translators also deserve much credit for coping with difficult, technical vocabulary of SEO/SEM industry.


Search Marketing Day 2014 Videos

Is it possible to show idea of presentation in a report? Yes. However reports show mostly that what reporter remembered, noted or otherwise paid attention to. If you wasn’t present at the conference then you can watch videos of all presentations. Recently we prepared all conference videos starting from SMD 2011. It’s real  deal. Obviously nothing can replace the atmosphere of conference, but access to SMD videos is the best way to get to know with content of presentations.

Videos were recorded by Filmpoint – that means we have high quality records.

Watch presentations by Ralph Tegtmeier, Martin MacDonald, Razvan Gavrilas, Mikkel DeMib Svendsen, Markus Tandler, Dixon Jones, Dan Petrovic, Dominik Wójcik.

After Party

This year after party took place on 22nd floor of Skylight skyscraper, at the Pure Sky Club. After Party granten an excellent opportunity to meet speakers in „less official” atmosphere. Although not everyone danced, but networking went very smoothly.


Search Marketing Day Workshops

The second day of SMD saw workshops on topics discussed during presentations. Let our participants speak here about their experiences.

Anita (Infographics workshop by Danny Ashton): The workshop was organized excellently. I really enjoyed short tasks and exercises given by Danny. They were creative and engaging – it allowed us to use theoretical knowledge in practice. Coaches had good contact with participants, and they conveyed useful information. I am very happy about this workshop – the atmosphere was great and I learned a lot. I very liked how coaches engaged audience – short and creative tasks allowed us to use theoretical knowledge in practice. Coach gave us practical, useful informations. I recommend that workshop!

Urszula (Infographics workshop by Danny Ashton): The practical part of that workshop was most successful – I liked our mini-projects in small groups. Generally speaking workshop was very inspiring and encouraging to look on content and messaging from a different angle.

Justyna (Video marketing workshop by Phil Nottingham): I liked practical examples and referring to experiences of the audience.

Paweł (Video marketing workshop by Phil Nottingham): the most successful part of the workshop were practical exapmles and case studies.


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