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Get Inspired At The Adobe Summit


There are conferences and events, and then there’s the Adobe Summit. The Adobe Summit is a standout conference in the digital marketing calendar. Why, you ask? Firstly, attendees of the event, held on April 29 and 30 in the impressive ExCel Centre in London, can expect one thing: to be inspired.

Inspiration can be found throughout the event. The great speakers, the venue, the networking opportunities and of course the expo hall. All is set up to inspire.

This years agenda features several speakers that do just that. Our personal favorites are people like the CMO of Adobe Ann Lewnes, David Shing Digital Prophet at AOL, and what to think of Eric Bernhard, the eCommerce Insights Manager at Dixons Carphone.

There are also plenty of networking opportunities, just take a look at the agenda; it’s looking like two days full of inspiring talks.

There are also some incredible networking opportunities. One of the key reasons people attend the Summit, or any conference for that matter, is to connect. Connect with the people who are speaking, with your peers, with colleagues who run into the same issues and problems as you and of course the vendors.

The Summit is the place to find those people and hook up. And it’s the place to take a look at the platforms you’ve always wanted to see. Or to hear about the latest updates on the platforms.

At the Adobe Summit in Salt Lake City we chatted with tons of people, at the same time showed them our latest additions to the platform, like Entity Search and the improved Forecasting and made the best new friends you can imagine.

Just like in Salt Lake City we will again be present to meet up with inspiring new people. People that helps us craft the newest improvements on the platform. And people that want to be inspired by what the platform has to offer now.

We’d love for you to come by our stand and chat with us. Let’s inspire each other! When you are there, do pick up your free copy of the SEO Now e-book we published last month!

Using PESTLE for Developing a Strategic Vision on the Future of SEO

This is an expert contribution from Barry Adams at Polemic Digital

As an industry, SEO is obsessed with tactics. We focus most on what works now and look forward to new tactics that can help us deliver better results. Our tactical perspective helps us cut through the clutter and get things done, but it also comes with a downside: At its core, SEO is a reactive industry; always running to stay in line with the web, catching up with trends rather than set them.

Often what we call a ‘SEO strategy’ is in fact simply a collection of tactics in service of a long- term vision. Such a strategy assumes that the current landscape of SEO remains fundamentally unchanged. (more…)

Live With Linkdex webinar: A Mobile Response to Google

Mobile is ‘hot’! Ever since Google announced in an official statement last month, Google said they would be putting more emphasis on ‘mobile-friendliness as a ranking signal the industry has gone wild.

Simply said: if your website isn’t mobile-friendly, you will lose rankings. But actually it’s a lot more. That’s why we decided to get the best minds in mobile to pitch in on explaining what is actually happening and how we should respond. In a unique webinar last week Bas van den Beld talked with Cindy Krum and Emily Grossman of Mobilemoxie about how brands should respond. You can read the recap here, but watch the webinar below.

Watch the webinar here:

Note: the sound of the video is sometimes out of sync, we tried to fix it and will try more!

Linkdex Mobile Webinar 09/04/2015 from Linkdex on Vimeo.

Read the recap of the webinar here.

A Mobile Response to Google Recap: Cindy Krum, Emily Grossman and Bas van den Beld discuss

Not that long ago mobile was something that wasn’t more than a phone that we could take with us. We didn’t think about apps unless it was the pre-installed Snake game we played with our friends, browsing didn’t even cross our minds.

Slowly that started to change with mobile websites emerging and Google understanding that people would be browsing on their phones as well. With the arrival of the smart phones things really started to change. We started working with apps and started using our devices for more than just calling. It became more of a portable computer than a phone actually.

In only a few years mobile turned from being on a phone to a lifestyle. Now we do most things via apps, from games up until our groceries.

Google realized this quite early and started to develop a strategy for mobile that was focused on multi-channel and multi-device. As a user, your session on your computer should continue on your phone or your tablet and with Hummingbird and Google Now, Google introduced a new way of mobile and search: predictive and personal.

All these changes and updates apparently are peanuts compared to what is going to happen in a week’s time. Google announced in February it will make a change that, according to the search industry, will have more impact than any Penguin or Panda update.

The situation with Google

What will Google be doing? According to the Webmaster Central Blog they will:

“Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results. Consequently, users will find it easier to get relevant, high quality search results that are optimized for their devices.”

This change will make that the way we look at mobile will have to change dramatically. In our webinar with Cindy Krum and Emily Grossman of Mobilemoxie last week we discussed the implications of what Google is doing.

You can see the webinar on a separate page here, in this article we are summarizing some of the most important conclusions that came out of the webinar. In a different article we will address the questions from the audience that we either asked in the webinar itself or via e-mail.

Watch the entire webinar here

What is happening?

In the Linkdex webinar Emily Grossman of Mobilemoxie first summarized what Google’s intentions are. So far we know only what Google has communicated with us, but we can at least say:

  •       There will be an additional mobile index
  •       New Mobile-Friendly guidelines that launched last month focus on exposing JavaScript and CSS
  •       UX is going to play a big role: indicators have been showing on the bottom of the Page Speed tool, in Webmaster Tools reports, and in the Mobile-Friendly Test tool
  •       Mobile-Friendliness will not impact desktop rankings
  •       Apps are becoming more important: Google Play has a new automated and manual review process
  •       Google has been pushing deep linking
  •       And more

But what does this mean?

It’s difficult to exactly pinpoint what will happen on April 21st. As Kirsty Hulse said, we could be in for a mobilegeddon. But it could also be that with only a few changes, we will be ready.

Emily pointed out several things that are important. We’re highlighting a few here, check the entire webinar for the whole story.


It’s more than just your phone, and it’s more than just sites

What becomes clear is that this update isn’t just about getting your boxes ticked on your website. The update goes beyond everything. For example apps will play a bigger role. Emily pointed out that apps will be shown in search results above the ‘regular’ results, a so called ‘App pack’.

Technical: better crawling, feeds, CSS and site speed

Emily points out that Google will do a better job in crawling mobile than ever before. She suspects they will be launching a new crawler with which Google will do a better job of crawling single-page web apps, Android apps, and maybe even Deep Links in iOS apps. Google could also make better use of feeds and the current focus on CSS and JavaScript is to ensure that as many pages are in the new index as possible at launch.

Related to these technical changes is site speed. Site speed has always been on Google’s radar and chances are that it will become more of a focus again. Even so much that in search results it will show whether or not your site is slow.

Watch the entire webinar here


A highly underestimated element in many sites is UX. And when it comes to mobile, that is even more neglected. That could however very well be a bigger mistake than expected. At the bottom of the Google PageSpeed tool mobile UX indicators started showing up and recently they were added to everyone’s Webmaster Tools reports.

Your personal information and deeplinks in the search results

Search results will be looking very different very soon. Not just because of the apps that will show, or the ads that will push ‘regular’ information down, but also because of the personalized information you will be seeing as well as deeplinks. Finding recipes on your phone and seeing the recipe instantly will be easier than picking up a cookbook. And on top of that, personal information will be added. Are you logged in on your Google account on Android? Expect results pointing directly to your e-mail.



Why would Google be doing this? Of course there is the ‘obvious’ part, more people are using mobile in a different way and Google wants to be ‘ready’ for that and deliver those users the best possible search results. But there is more. The fact that apps will be more visible makes that Google will be better aimed at monetizing mobile, something they haven’t been able to do until now. By pushing more towards Google Play Google will earn a lot more money. This is a step away from the old advertising model. That is interesting on it’s own, but it’s not the only way Google can make money from this move. Data plays an important part as well. The amount of data Google will be gathering on top of the data they already have is immense.

So what to do?

The question of course is what to do next? Should we worry? Well maybe yes. If your site isn’t ‘mobile friendly’ you might lose rankings and therefor a lot of traffic. So the first thing you need to do is test. At least try Google’s Mobile Friendliness Tool, though be aware that if it says you are fine, it doesn’t really mean you are fine. Also do a “Site:” query on a mobile phone to see how your results show.


After that you work out your direction on mobile. Optimize either your site or start an app, if that makes sense for your business. Start thinking about Deep Links, even on iOS and mark-up your emails with Schema to get above-the-fold placement.

There is a lot you can do. But start at the front: your strategy. Think about your mobile presence. Where you want to be and where you want to go.

Watch the entire webinar here

Questions from the webinar

There were a lot of questions asked in the webinar, we will be approaching them in a different article soon!

Further reading:

9 Things You Need to Know About Google’s Mobile-Friendly Update (article from Cindy and Emily)

How to Prioritse and Prepare for the Mobilegeddon (by Kirsty Hulse)

The Advanced SEO’s Guide To Mobilegeddon

Mobilemoxie (website Cindy Krum and Emily Grossman)

Twitter account Cindy Krum

Twitter account Emily Grossman

Are you a Linkdex client? See how Linkdex can help you get mobile up to speed by getting in touch with your account manager.

Watch the entire webinar here

Linkdex Speaking Engagements – April 2015

The 2015 conference season has begun, and spring is probably the busiest period of the year for smart businesses interested in getting some exposure, networking, and hearing the experts talking about the newest digital strategies and best practice. All in all, it looks like April will be an action-packed month for Linkdex; we’ll be busy exhibiting and speaking at different conferences and expos.

If you’d like to hear what our own experts have to share, and if you’d like to meet them here is a quick outline of all the conferences we are speaking at this month:

RIMC 2015

April 17th – Reykjavik, Iceland

On April the 17th Linkdex will be in Iceland to to attend RIMC 2015. Our VP of Managed Service, Collette Easton, and our digital strategist, Bas van den Beld, will speak there. Collette will be doing a joint presentation with Tejal Patel, Director of Consumer Marketing, Europe at Microsoft. If you’re attending the conference make sure you don’t miss their talk on “Consumer Status: Complicated!’ at 13:45. Bas will be the host of the day and will at the end of the day do a recap of  the event. The first session starts at 9:50am and the last one is at 4:00pm.

Search London

April 20th – London, UK

Our Jono Alderson will be also speaking at the next Search London event on Monday April the 20th. The mini-conference will be focusing on PR and ROI of Keyword Research Data and Jono will be giving a talk on Understanding ROI with Advanced Keyword Research.

In Case You Missed BrightonSEO

BrightonSEO took place last week. Our Head of SEO best practice, Kirsty Hulse, and our Head of Insight, Jono Alderson, spoke at the ‘Technical SEO’ session. In case you weren’t there we highly recommend you check their decks on Slideshare:

Kirsty – “Schema, JSON-LD and the Semantic Web
Jono – “Doing an awesome site audit

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