The Inbounder London – Event Recap

Sam Marsden
Sam Marsden

On 5th May 2017 • 25 min read

Tuesday 2nd May saw The Inbounder roll into town for the London leg of its 2017 World Tour. After the success of the previous Inbounder events in Madrid and Valencia, it was no surprise the London event pulled in a crowd of attendees eager to get the most from a day packed full of inbound marketing tips, insights and strategies from ten top speakers.

If you weren’t lucky enough to attend The Inbounder or want to revisit the presentations, here’s a roundup of each at the DeepCrawl sponsored event. A big thank you to Gianluca Fiorelli for organizing the event!


Tom Anthony – 3 Techniques for the Modern Age of SEO

3 New Techniques for the Modern Age of SEO from Tom Anthony

Key takeaways:

1. Start split testing your SEO – Come to data driven decisions rather than relying on SEO best practice. Tom’s testing has shown:

2. Machine learning – It isn’t necessary to have a detailed knowledge of machine learning techniques in order to understand it.

3. Move towards a ‘hub and spoke*’ based model – API based approach


Kelvin Newman – Why Podcasting is the Missing Piece in Your Inbound Strategy & How to Excel in Audio Content

Why Podcasting Is the Missing Piece In Your Inbound Strategy & How to Excel in Audio Content #theinbounder from Kelvin Newman

Key takeaways

1. Podcasts are becoming increasingly popular – typically consumed by an educated and highly engaged audience

2. Ingredients for a good podcast = interesting people + stuff to talk about

3. Consistency and frequency of publishing are very important factors

4. Podcast set ups don’t have to be expensive – You can get started with a laptop, quicktime player and a small room.

5. Hosting and distribution

6. Optimize for SEO – Write show notes and invest in transcription of your podcast episode using services like Speechpad, and TNT.


Olga Andrienko – User Psychology and Social Media: Triggers That Drive Conversions

`User Psychology and Social Media from SEMrush

Key takeaways

1. Research competition, identify where you’re better and focus on those strengths.

2. Four components of social media presence: creativity, freedom, budget and responsibility.
3. Pick social media platforms suitable for your business – Use Buzzsumo for research.
4. Use visuals – people love data (catchy graphs), emojis, screenshots with important data highlighted also works well.
5. Tag people – Employees important in broadcasting message – Get them to share, tag (relevant) people you know to expand your reach.
6. Listen to relevant discussions and hashtags and respond – Create the ‘wow effect’. E.g.@hiltonsuggests provides suggestions for exploring places which is useful to people and may influence their purchasing decision later in the funnel.
7. Make it easier for people to share your content – Help users spread the word (e.g. encourage sharing for event or webinar sign ups).
8. Colours matter and fonts impact outcome

9. Make room for user-generated content – E.g. SEMRush weekly twitter chat, then summary of best tips, then infographic, shareable quotes, as content can be repurposed!
10. Optimize social media pages to maximize conversions – For users ready to buy products or services.
11. Diversify, test and repurpose…do what machines can’t – use emotion!


Hannah Smith – Going Down the Rabbit Hole – Chaos, Curiosity & Creativity

Going Down the Rabbit Hole – Chaos, Curiosity & Creativity (The Inbounder, May 2017) from Hannah Smith

Key takeaways

1. Have lots of creative ideas – but be aware that only in one will be 20 worth pursuing.
2. Our definition of creativity is too narrow – ditch originality and combine different ideas together.
3. Find things you love and build upon them e.g. movie deaths example.
4. Thieve ideas in a ‘good’ way, steal responsibly.
5. Get inspiration from everywhere (e.g. Reddit, or a library!)
6. Shares are a reasonable proxy for emotional strength.
7. Work out where you want coverage, find out what people share – but more importantly WHY they share it.

8. Understand your target audience – if you don’t, the content will miss the mark. If don’t understand, talk to someone who does.
9. Keep anything worth stealing.
10. Combine stuff you love with topics your target audience care about.


Nichola Stott – 10 Things We’re Checking For a Mobile First Index

SEO Checklist for Google Mobile First Index from theMediaFlow SEO Agency

Key takeaways

1. Check mobile agent/client handling

2. HTTP/2 (for mobile or dynamic sites)

3. Speed/Front end optimization

4. Tag handling/GTM

5. Structured data – Comprehension of entities is important.

6. Checking service workers

7. Checking URL hierarchy/ecosystem

8. Content experience

9. Journey experience

10. HTTPS is a given – switch if you haven’t already, you’ll need to before you can move to HTTP/2.


Jono Alderson- Accelerated Mobile – Beyond AMP!

The Need for Speed! Accelerated mobile, beyond AMP from Jono Alderson

“HTTPS & HTTP/2 are the future of the way the internet works”-Jono Alderson

Key takeaways

1. There are issues with AMP, but it should still be used as there are benefits to switching over.

2. HTTPS is a must and needs to be adopted.

3. Cloudflare does free SSL certificates. Problem is further away from source. More expensive is faster process and closer to point of origin (like a series of handshakes).
4. HSTS better version of HTTPS, redirects all typed HTTP to HTTPS – hardcoded in. Could save third of a second in load time.

5. HTTP/2 – Of all the things you can do this is the most important.

6. Build mobile first – start with small, then if detecting a bigger screen, it will serve larger.
7. SRCSET is the only solution for managing image sizes resolutions.

8. Use sprite sheets for icons. Load one image and CSS will intelligently select relevant parts.

9. WebP is best parts of JPG and PNG combined – Not yet popular, because previously there was no browser support. Upside=75% smaller with no visual difference!

10. No such thing as speed. What are we measuring?


Kirsty Hulse – Content Marketing: How to Work Less and Win More

Content Marketing: win less and get more by Kirsty Hulse at The Inbounder London from We Are Marketing

“It’s easier to get things signed off by interacting with someone, rather than trying to convince them from the ground up” – Kirsty Hulse

Key takeaways

1. Find the absolute easiest route to the results you want.
2. Links are the main goal of content marketing but people also think links are becoming less valuable. Diminishing returns, as over time the same effort will yield worse results from link building.
3. Invest less in content marketing – The aim should be to get links from lower level content not just hero content.
4. Ideas first, execution second.
5. Content traps.

6. Content tips


Russell McAthy – Using Machine Learning To Forecast Future Sales, the SEO Way!

The Inbounder London – 2. May 2017 Russell Mc Athy from We Are Marketing

“You can’t buy more people than are searching for you” – Russell McAthy

Key takeaways

1. Marketing will be a cross section between data and analytics, programmatic and creative.

2. SEOs biggest challenge is their inability to showcase success (ROI).

3. Set up Goals in Google Analytics and set up Goal Values.

4. Last click is the worst way of attributing value. Need to look at whole journey.

5. Machine learning can help with attribution.

6. Machine learning can help bigger companies identify behavioural trends in larger datasets or variances to investigate on a user-by-user level in smaller data sets.
7. Tool tip – check out DataStudio for visualizations.
8. Learning tipCheck out this SEERinteractive post on ‘dark traffic’.


Hannah Thorpe – Content Marketing for Watching Paint Dry

The inbounder London – 2.may 2017 – Hannah Thorpe content marketing for watching paint dry from We Are Marketing

“There’s no such thing as a boring product (or brand), only boring marketing!”- Hannah Thorpe

Key takeaways

1. Though most products are boring, their marketing can be inspiring and exciting.
2. Know your audience

3. Reverse engineer why someone bought something – Work out what their motivations, constraints etc. are.

4. Represent your brand values

5. Don’t try too hard


Gianluca Fiorelli- The Alphabet of Google and What We Have To Expect Next In Search

The Alphabet of Google by Gianluca Fiorelli from Gianluca Fiorelli

Key takeaways

1. When we think of Google we think of algorithm updates and information from Google staff and reporters but we can get information from wider range of sources to understand where Google is headed.

2. Mobile is winning over desktop in nearly all industries.
3. Google is bringing in tags within images to allow for filtering in search.
4. Rise of mobile local search – Vocal search coming into search queries.

5. GBoard should be viewed as a new source of traffic – New instant messaging platform which allows for search while messaging.
6. Don’t reduce SEO strategy to answering all Google Suggests.
7. SEO is evolving and increasingly overlapping with other marketing disciplines.
8. CTR optimization is not official ranking signal but research paper show they have been tested.

Thank you to all of the speakers! A special mention goes to Distilled’s Tom Anthony, who taught us the best way to peel a banana during his talk on machine learning.

A not so special shout out goes to The Inbounder’s after-party venue, Sway bar, whose sewage aromas and watered down cocktails reminded us of a night in Magaluf we’d rather forget….oh well, we live and learn.

Anyway, we hope that Search Elite is equally insightful next week and hope to see many of you there.


Sam Marsden
Sam Marsden

Sam Marsden is Deepcrawl's Former SEO & Content Manager. Sam speaks regularly at marketing conferences, like SMX and BrightonSEO, and is a contributor to industry publications such as Search Engine Journal and State of Digital.



Choose a better way to grow

With tools that will help you realize your website’s true potential, and support to help you get there, growing your enterprise business online has never been so simple.

Book a Demo