Speaking at the Search Engine Strategies Conference
We presented at Toronto’s Search Engine Strategies Conference. We had a lot of fun and a great experience. Aaron Levenstadt, Pedestal’s Chief Digital Advisor spoke at the event. He discussed Analytics, SEO, conversion optimization, alignment and strategy, process and organization. A variety of ways to use analytics to improve performance and to improve your online experience were also discussed. As well, we learned a lot and we want to share those highlights with you here:
How authorship affects rank
Authorship is the other side of the content marketing coin. Google states that information tied to verified online profiles ranks higher than information that is not. “The true cost of remaining anonymous, then, might be, irrelevance.” – Eric Schmidt. This means that branding and establishing a visible online profile should be a key part of your company’s online marketing efforts. Foregoing anonymity allows trust, authority, and credibility of a person or company in a given subject area to be cultivated and traced. Attaching an identity to a quality piece of content compounds credibility and builds brand loyalty and trust. This, in turn, ensures higher ranking in SERPs. Quality, engaging content produced and supported by a credible author can only be leveraged if it reaches the right people. Distribution through multiple channels is becoming the norm. Social media is an especially useful space to extend reach and engage with your users. It is a powerful platform to share your quality content, allowing you to identify and leverage trends. Social media fosters engagement with your audience, which further builds brand loyalty and your online reputation. In short, use social media to foster credibility by connecting and interacting with other authoritative brands and companies.In conclusion
Since Google’s beginnings, Search theory has pivoted around individuals. Initially, highly ranked were sites that got more people to link to it. Today, a content-centric approach to marketing focuses on people. It values users, who are producing the best and most engaging content possible. It rewards companies and individuals that forego anonymity in favour of building credibility and trust. It ensures that those who focus on quality and accountability will emerge from the fray, and punishes those who don’t.Categories:

Aaron Levenstadt
CEO & Founder
Aaron Levenstadt completed his degree in Statistical & Data Science at Stanford University. That focus has given him an unparalleled data-driven approach to search engine digital marketing. Prior to founding Pedestal Search, Aaron worked at Google at the company’s headquarters in Mountain View California. At Google he worked on the Organic Search, Paid Search and Google Analytics products, which equipped him with extensive knowledge of the mechanisms driving Google’s algorithm and other internet search engines.