Liana Evans of Search Marketing Gurus interviews Bryan Eisenberg of Future Now about his upcoming book, "Always Be Testing: The Complete Guide to Google Website Optimizer" as well as about his first Keynote speech for SES Toronto. To learn more about Bryan's book, and even get a copy, come to SES San Jose!
Full Video Interview Transcript:
Li Evans:
Hi I'm Li Evans of Search Marketing Gurus and KeyRelevance, here at SES Toronto. I'm here with the 2nd day keynote speaker, Bryan Eisenberg. It was his first keynote for SES which I thought was really cool. I've read your books and I'm like you really need to get up there and speak, you're such a dynamic speaker. So can you tell me a little bit about what your keynote was about?
Bryan Eisenberg:
Sure Li, thanks so much.
The keynote was about getting people to starting re-thinking about they how they are allocating their budget and how they are thinking about their search engine strategies. I kind of gave the quick buzz words, right. Instead of thinking ppc as pay per click, to start thinking about it as pay per conversation. The click is only getting people's attention bringing them to your website and what happens once they get there and spending the time optimizing that and giving them really relevant content takes a lot of work.
Then search engine optimization, to think of it more as searcher experience optimization. They're there and they want to find your content but they want it relevant to them to meet their needs. If we're not doing that, and investing the time in content planning and the optimization, we're just marketing like marketers did in the past and customers are already starting to ignore us.
Li Evans:
Right, that's some really good information. I like your different buzzwords on our most favorite terms, PPC & SEO.
So you also have a book coming out. A brand new book. I love your other two books, especially Waiting For Your Cat to Bark, that's just an awesome book. You have a new one coming out and can you tell me a little bit about that?
Bryan Eisenberg:
Sure, its called "Always Be Testing: The Complete Guide to Google Website Optimizer", and it's not just about a Google book. It's again this cultural thing, the philosophy and what makes winning organizations today. If you think about the companies like Dells, the Googles, and the Amazons and stuff like that. The big web winners have been the companies who embrace two things, 1) a cultural of customer centricity, you know really caring about the customer, and 2) being driven by the metrics and testing things. The book kind of runs your through how to get that culture, how to do it, a couple of case studies, stuff like that.
The whole second half of the book really addresses the biggest problem people have with testing is "O.K. what do I test?". We literally give people over 250 different testing ideas, really breaking it down on over 30 different factors that we found influence conversion rates based on landing pages, or website whether you are b2b or b2c. So you can kind of say ok where he's X,X,X and oh yeah i have this problem and there's a list of 10 tests I can do for that particular problem." Then a few pages that talk a bit about the Google tool.
Li Evans:
That's awesome, so that comes out August the...
Bryan Eisenberg:
Right in time for SES San Jose, that week it comes out, so we're launching it there.
Li Evans:
Oh that's great. That's another reason to go to San Jose, you get to get a quick peek at your book and pick it up.
Bryan Eisenberg:
Maybe even sign it.
Li Evans:
I'm going to have you sign my book. So make sure you go to SES San Jose, so you can get Bryan's book.
I'm Li Evans of Search Marketing Gurus and KeyRelevance, signing off from SES Toronto.
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