John Morabito Speaking Topics

• Win Big with Branded Keywords: How to do a Branded Search Audit

  Audience: Digital Marketers

  Branded search (searches for your own brand name or products) is one of those areas that some SEO professionals tend to pay too little attention to. By making the mistake of favoring growing their audience more often than nurturing it, markers miss out on revenue and traffic by not paying attention to their own customer’s needs in search.

  My talk would be aimed at providing actionable advice for how search can be used not just as a vehicle for growth, but also to create a better customer experience.

  This session will teach markers exactly why they should be paying more attention to their branded searches, and how they can conduct a branded search audit of their own to reveal holes in their search presence.

  In our audits of our own clients, we've seen shady websites owning featured snippets, SERPs with 8/10 out of stock products, SERPS lacking critical information, issues with international targeting, competitor conquesting and more. The audience will come away with clear insights on what to look for including our "branded search checklist".

  Session Takeaways:

  • Who should do a branded search audit.
  • Why branded search is important & how to figure out how much of it you have.
  • When is it a good time for a branded search audit.
  • How to get your other SEO recommendations implemented by leveraging this audit.
  • Where to find the most important branded keywords for your site.
  • How to monitor branded search growth in conjunction with other. marketing campaigns -such as display, paid search and social media.
  • How to conduct a branded search audit on your site including a download link for the checklist (and deck), what you can do to impact "failed" branded search rankings.

• Beyond The Edge: How to Get SEO Changes Implemented With a Simple Pixel

  Audience: Digital Marketers • Search Engine Optimizers

  Making SEO recommendations is the easy part. Getting clients to implement those changes is one of the more challenging parts of SEO. If you have CMS access, and a stable platform to work in, this may be easy, but what about everything else you need to do? In this presentation Stella Rising VP of SEO John Morabito will share an overview of how Stella Rising is pushing the limits of niche SEO tools like SEOScout to overcome client implementation challenges and drive massive results for their clients. We'll cover in detail the various ways we have been working with clients like Henkel, Big Y and D'Artagnan to implement SEO changes using tools that allow us to make changes to the site, without accessing their code or CMS. This enables our work to be agile, and deliver results faster than a typical SEO approach.

  Tools like SEOScout and PageImprove are similar to "edge SEO tools" like SearchPilot or RankSense however they are rely on the client side rendered HTML, so no changes are made to the server side HTML. The best part of this approach is that these tools are all low-cost, and extremely easy to implement. You can even add them through GTM. We have our own free tool that actually fully leverages GTM for the implementation that we can share to anyone in attendance.

  The presentation will cover (roughly 5 min per section):

  Why we even need to use tools like this and what the proper use cases are.

  Some results we have been able to achieve through using these tools:

  • On-page optimizations (title, meta, header tags).
  • Image alt text.
  • Adding-removing directives (robots, canonical, hreflang).
  • Implementing schema, both static and dynamic.
  • Inserting blocks of copy or other elements onto a page.
  • "Copy paste" elements of a website onto other pages.
  • Optimize anchor text and insert links.

  How these tools like SEOScout, PageImprove, and our own tool SEOIntern work to modify the DOM and inject SEO changes at the browser level.

  • How to effectively work with developers to get your "edge" changes adopted into the code of the site.
  • How to determine which tool may be right for you and how to get started with implementing changes.

Common SEO Mistakes & How to Avoid Them: What I Learned from 300+ Website Audits

Audience: Digital Marketers • Search Engine Optimizers

In this talk, John Morabito will share the most common SEO mistakes he's seen over the years, and how you can avoid them. He'll draw on his experience auditing over 300 brand websites to provide practical advice that you can implement right away.

By the end of this talk, you'll have a better understanding of the common SEO mistakes that can hurt your website's ranking, and you'll know how to avoid them. You'll also learn some practical tips that you can implement right away to improve your website's SEO. Key Takeaways:

• Most common on-page and content mistakes and how to improve them.
• What technical issues are most common on platforms like WordPress and Shopify.
• How brands make costly mistakes with their off-site presence.

The Role of SEO in Holistic Marketing

Audience: Digital Marketers

Description:

In this 60-minute training, you will learn the role of SEO in a holistic marketing strategy. You will discover how SEO can support your other marketing channels, such as paid advertising, social media, and email marketing.

You will also learn how to:

• Identify your target audience and their search intent.
• Choose the right keywords for your website.
• Create high-quality content that ranks well in search engines.
• Track your SEO progress and measure your results.

By the end of this training, you will have a clear understanding of how SEO can help you achieve your marketing goals.

Key Takeaways:

• SEO is a critical component of any holistic marketing strategy.
• SEO can help you reach your target audience, drive traffic to your website, and generate leads and sales.
• SEO is not a quick fix, but it is a powerful tool that can help you achieve long-term marketing success.

If you are a digital marketer who wants to learn more about the role of SEO in holistic marketing, then this training is for you. Sign up today and learn how to use SEO to support your marketing efforts.