For Agencies SEO

Build Custom Experiences with API Reports – Brian Pasch

Brian Pasch is the CEO of PCG Digital Marketing and the author of Mastering Automotive Digital Marketing. At C3 (Conductor’s digital marketing conference in NYC this October 8-9), Brian will lead a session that focuses on dynamic API reports called Building Custom Experiences with the Conductor API.

Read the interview and watch the video for more on the session and the importance of creating dynamic API reports.

C3 Speaker – Brian Pasch from Conductor on Vimeo.

What are you seeing in the SEO industry right now?

In the past year, local optimization and mobile optimization have been brought into the forefront. Another trend is that businesses are realizing that there is a limit to the amount of qualified traffic Google AdWords in itself can generate.

Businesses are developing more comprehensive content strategies to connect with consumers on different devices and at different points of their shopping research or their buying cycle.

I also agree with Seth Besmertnik when he says SEO has evolved: it’s no longer simply about title tags, content, and hyperlinks… it’s a broader discussion. People are starting to understand that traditional SEO strategy is richer than it was a few years ago.

You say traditional SEO strategy has evolved and become richer… Can you walk us through a timeline of the changes you’ve observed?

First, everyone needed a website. Then, everyone needed a pretty website.

Then came focus on what I would call fundamental SEO and page optimization. At some point, though, that stopped delivering those incremental results.

Then came focus on what I would call fundamental SEO and page optimization. At some point, though, that stopped delivering those incremental results.

Then, we had a move to a multi-screen website. That came with greater emphasis on varying content formats; as you can see with very popular websites like CNN, half of their stories are video.

CNN video content

So now we have to think about Web Presence Management: are you providing multi-screen content and are you giving the content delivery choice of either reading it or watching it?

What does that look like on the ground? How does that alter your strategy with clients?

We’re finding that there’s whole segment of the market that is trying to develop a Web Presence Management Strategy but is limited by unresponsive website platforms. Essentially, they are locked into web platforms that look horrible on smartphones.

This creates a real challenge for SEOs and for content specialists. We have to step up and provide responsive web platforms (and setup responsive microsites) to better engage their consumers.

We’re finding that there’s whole segment of the market that is trying to develop a Web Presence Management Strategy but is limited by unresponsive website platforms.

Why are you going to C3?

There’s a saying: “If you want something done, give it to a busy person.” I think the same goes if you want to learn something new.

Learn from the people who are in a pressure-cooker environment. When you look at the speakers and the panelists who are invited to C3, these are people who are in the crucible.

Learn from the people who are in a pressure-cooker environment. When you look at the speakers and the panelists who are invited to C3, these are people who are in the crucible.

They’re required to deliver, and they’re busy people. If they’re willing to share their strategies, their challenges, and their resolve, I know it will accelerate change in my practice as well.

c3 conductor conference speakers

Check out the full line up of C3 speakers.

Do you think digital marketing is more of a ‘pressure cooker’ than other industries?

Yes. Take the accounting profession or the tax profession. Each year, there are some new taxes… but the tax system doesn’t get thrown out every six months. In many ways, our industry can turn on a dime based on changes that Google or other major platforms make.

It’s that dynamic that makes a conference like C3 really important. We’re not talking about minor changes to the services where you offer Fortune 500 or Fortune 1000 companies, or even the small shops. We’re talking about seismic shifts.

The people who are probably most sensitive to that are the folks that are running companies that have the largest stake online. If you look at the C3 speakers again, they are dramatically impacted by changes in Google and so, having them speak and share is probably representative of the urgency that all SEOs have to have.

You’re presenting on API reports at C3. What will attendees get out of that session?

There’s an art form in how you present SEO. We have to be very careful not to overwhelm our clients (or internal stakeholders) with data.

We also have to be very careful to align the data with their business goals, and be a bridge to show them how their business goals are supported by a strong content management or Web Presence Management strategy.

In my session, we’ll talk about integrating SEO into a larger, more meaningful context. I’ll use the Conductor API to demonstrate how I collage and present data from different sources like AdWords, social media, and online reviews to create dynamic API reports.

It’s a session for anyone who’s looking to have richer conversations with their clients, or attendees who don’t want to be pigeonholed into only SEO. The session will help train you to use data to become a true marketing analyst and coach for the business.

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I want attendees to leave my session saying, “I’ve been having incomplete conversations with my clients. I have the ability to have richer conversations with my clients using the Conductor API and other open APIs. If I develop a better data presentation of the value of SEO and my services with API reports, I’ll stay at the strategy table longer and possibly even pick up additional business.”

I want attendees to leave my session saying, “I’ve been having incomplete conversations with my clients. I have the ability to have richer conversations with my clients using the Conductor API and other open APIs.”

Let’s get specific with reporting. How does custom reporting pay off for an agency or an SEO?

In the automotive industry, we have deep vertical penetration. We use API reports to analyze traffic sources to vehicle detail pages (essentially product pages). A strategic custom report would compare organic traffic, paid traffic, social media traffic, engagement rates, time on site… This really helps put into context the contributions of organic search.

I think that the days of PDF reports being emailed to people are just dead money. Using the APIs from Google Analytics, Google AdWords, Facebook, Twitter, and Conductor, you can really create this palette of data that makes sense in context.

This is a transformational point for agencies. Customizing your message and your data for clients accelerates their education and your bond. It’s a subtle thing but it’s important.

Customizing your message and your data for clients accelerates their education and your bond. It’s a subtle thing but it’s important.

When you turn on the lights for your clients, you become more than their SEO agency. You help them understand how consumers are shopping, how consumers are interacting with our content, how SEO is part of a bigger web presence management conversation. You really become their digital coach and marketing partner.

Don’t miss out on C3 and its phenomenal community! Watch the video, check out the agenda, and register at c3.conductor.com.