The “XL” Workshop

Milan, 13 november 2017

MiCo - Milano Congressi - Hour: 10:00 / 18:00

On November 13th, do not miss The XL workshop, 5 intensive masterclass in which some of the leading SEO experts around the world will lead you to strategic SEO tactics for success.

Each masterclass will last 80 minutes and will be dedicated to the following 5 themes

- SEO Semantic
- Link building
- SEO content
- SEO’s next stage: CRO
- Keyword targeting

XL workshop speakers

XL Workshop Agenda

09:15 - Breakfast & Registration

10:15 - The Art of Link Building

Link building used to be laborious – lots of hard work but relatively straightforward. Now that has changed. Quality thresholds have risen and competition gets tougher at every turn. Today’s link builders need to get creative - and that’s what this masterclass is all about. No matter what your level of experience, you’ll get techniques and insights that you can put to work immediately.

The session will include:

  • The simple interaction behind any quality link.
  • The online marketplace and how to establish yourself within it.
  • How digital PR, link building and SEO work together.
  • How stories turn mediocre content into highly linkable content.

There also be lots of examples and opportunities to ask questions about your specific situation.

Ken McGaffin, Online PR and Link Building Strategist,

11:35 - Semantic SEO

Search is changing. Keywords, link building, and great content is no longer enough. The new SEO requires you to translate your content to speak to search engines, telling them exactly what your website content is about and how it relates to other things on the web. The language of search engines is called Schema Markup, and it’s complicated and technical…until now.

Most people think of Schema Markup as code, which it is. But more importantly, it is a powerful strategy to control your brand within search engines and the new machine channel. During this class, we’ll explore you can embrace this new strategy, as a marketer, without a big dependency on code writing or development teams.

In this masterclass you will learn:

  • What is Schema Markup?
  • What is the Benefit of doing Schema Markup?
  • How to develop a Schema Markup Strategy.
  • How to use tools to empower marketing teams to do schema markup.
  • How to measure the value of Schema Markup.

Martha van Berkel, CoFounder, Schema App

13:00 - Lunch Break

14:00 - Keyword targeting

Motivations and objections along the customer journey, when and why the buying decision is made and the different micro-moments that make up the whole conversion funnel are at the basis of a keyword research from a holistic SEO perspective. We will explore how to identify search patterns on which to build an optimal information architecture for your site and how to be findable for less competitive keywords with an SEO-focused content marketing strategy

Fernando Maciá, CEO, Human Level Communications

15:20 - SEO Content

When we talk about content and SEO, attention inevitably falls on text that is a key element for attributing relevance but is not the only one. Content that gets good placements on Google must show the most useful information in the most enjoyable way and at the same time trigger precise actions by virtue of its ability to route users to upstream paths. We will introduce tools and concepts to study keyword research ecologically, but we will look at web usability according to the reference audience and search experience optimization.

Francesco Margherita, Founder di “Fatti di SEO”, Curatore del Blog “”

16:40 - Usability & conversion optimization masterclass

There are hundreds of elements that will help or hinder that your visitors become clients. During this workshop you’ll learn how to make sure there are no barriers on your website and landing pages. And you’ll get many tips on how to persuade your visitors and push them gently towards a sale. The main focus will be on product detail pages and forms.

Megane Bellod, Specialising in Digital Marketing, Merkle | Periscopix
Shahina Meru, Associate Analytics Lead, Merkle | Periscopix