Considering the constantly evolving trends in Google’s algorithm, attending a top-level SEO conference could be the best way to learn and adapt.

However, the world of digital marketing is not empty of con artists and fake experts, and finding the right seminar could be a challenge for newcomers in the field.

After looking at the numerous upcoming events related to digital marketing, we have compiled a strong list for you.

Here are the 8 most anticipated SEO conferences happening in 2024 worldwide.

March 4-6	Pubcon	Las Vegas, USA
March 12-13	SMX Munich	Munich, Germany
March 13 – August 15	Digital Summit	Multiple states in the USA
March 14 – 15	SMX Paris	Paris, France
April 25 – 26	BrightonSEO	UK
May 14-16	ContentTECH Summit	Virtual
June 3-4	MozCon	Seattle, USA
November 14	International Search Summit	Barcelona, Spain

1. Pubcon

Website: https://www.pubcon.com/pubcon-las-vegas-2024 

Address: MGM Luxor Hotel, Las Vegas, USA

Date: March 4-6

Price: $899

Featured Speakers: Jesse McDonald (IBM), Mark Irvine (SearchLab), Amanda Farley (Aimclear)

Pubcon will be focusing on the recent shift in the industry with the arrival of AI, as you will be learning about its integration in SEO, content marketing, and local search from the best minds. 

This will be the 23rd edition of the conference, where marketers, SEO professionals, and website owners can learn the new realities of search.

One of the best things about Pubcon is the networking opportunities it gives attendees with leading industry experts. 

Beyond the educational sessions, the conference promises entertaining activities, including a welcome reception and a closing ceremony.

2. SMX Munich

Website: https://smxmuenchen.de/en/ 

Address: ICM – Internationales Congress Center Munich, Am Messesee, 81829 Munich, Germany

Date: March 12 – 13

Price: €899

Featured Speakers: Rand Fishkin (SparkToro), Wil Reynolds (SEER Interactive), Andrey Lipattsev (Google)

The 2024 edition of SMX Munich promises to offer a mix of keynotes, sessions, and workshops led by esteemed experts in the field. 

Can't wait to step on stage again at one of my favorite search conferences: SMX Munich!

I'll take the stage on March 12th to talk about server-side tracking and tagging!#SMX https://t.co/jVtQdfqhlx pic.twitter.com/R7WJFmbJTR

— Simo Ahava (@SimoAhava) February 28, 2024

One of the notable keynotes scheduled is “The Death of Marketing Attribution” by Rand Fishkin, which will dive into the changing landscape of online marketing attribution in light of recent policy and privacy changes, as well as tech advancements.

3. Digital Summit

Website: https://www.digitalsummit.com/ 

Address: Multiple states in the USA

Date: March 13-14; April 3-4; May 15-16; June 10-11; August 14-15

Price: $495 – $895

Featured Speakers: Seth Godin, Christine Den Herder (Amazon), Jerri Helms (HerperCollins Publishing)

In 2024, the Digital Summit conference series will continue its tradition of providing comprehensive training and networking opportunities for digital marketers. 

Digital Summit has planned 10 conferences in 2024:

• Orlando, FL (February 26-27)
• Las Vegas, NV (March 13-14)
• Chicago, IL (April 3-4)
• Kansas City, MO (May 15-16)
• Denver, CO (June 10-11)
• Minneapolis, MN (August 14-15)
• Philadelphia, PA (September 24-25)
• Atlanta, GA (October 3-4)
• Raleigh, NC (November 4-5)
• Dallas, TX (December 4-5)

The Digital Summit conference series is well-known for acknowledging relevant digital marketing trends, including AI & Chat GPT, B2B Marketing, Branding, Content Planning & Development, Creative & Design, Customer Journeys, Data & Analytics, Disruptive Tech, eCommerce, and more.

4. SMX Paris

Website: https://smxfrance.com/ 

Address: Étoile Business Center, Paris, France

Date: March 14 – 15

Price: €770

Featured Speakers: Thibault Berracasa (Bluelemon), Alberto Buron (Nricher), Noémie CLENET (APRR)

Focusing on search engine marketing (SEM) and optimization (SEO), SMX Paris will draw industry leaders to discuss the latest trends and strategies in online advertising.

You can look forward to an engaging program filled with insightful talks by over 50 professionals from France and abroad.

In its previous edition, SMX Paris featured keynote speakers like Lily Ray, Senior Director of SEO and Head of Organic Research at Amsive Digital, and Purna Virji, offering deep insights into SEO and content strategies. 

The success of the event is evident from the increasing number of participants each year, with 194 firms and 274 search professionals attending the 2023 edition.

5. BrightonSEO

Website: https://brightonseo.com/, https://us.brightonseo.com/ 

Address: The Brighton Centre, UK; Manchester Grand Hyatt San Diego, USA

Date: UK: April 25 – 26; US: November 19 – 20

Price: UK: £0.00 – £780; US: $0 – $730

Featured Speakers: Aaron Rudman-Hawkins (The Evergreen Agency), Annika Haataja (Seeker Digital), Dan Taylor (SALT.agency), Kelly Sheppard (Sleeping Giant Media)

One of the world’s largest search marketing conferences is making a return in both the UK and the US.

From its beginning as a casual conversation in a pub to now being one of the most respected and popular events in the search marketing world, BrightonSEO has come a long way.

This event will feature two days of conference talks, fringe conferences specializing in topics like PPC, paid social, data and analytics, and digital PR, as well as one-day training workshops.

6. ContentTECH Summit

Website: https://content.tech/ 

Address: Virtual

Date: May 14-16

Price: Free

Featured Speakers: Michal Barash, Mike Lacey, David Boyle

If you’re looking for a virtual event, the ContentTECH Summit is an excellent option that will focus on the intersection of content, technology, and strategy.

You can expect to learn about the latest tech tools, strategies for content programs, and insights into marketing technology innovations at this event.

7. MozCon

Website: https://moz.com/mozcon 

Address: Seattle, USA

Date: June 3-4

Price: $299 – $1,699

Featured Speakers: Amanda Jordan (RicketyRoo), Crystal Carter (Wix), Azeem Ahmad (Azeem Digital)

Organized by Moz, MozCon is a popular conference in the world of SEO, and the 2024 rendition of it will take place at the Washington State Convention Center.

This time, there will be 20 speakers talking about generative AI, content marketing, and several aspects of SEO. 

If you can’t attend the physical conference, you can purchase livestream tickets.

8. International Search Summit

Website: https://webcertain.com/international-search-summit/barcelona/ 

Address: World Trade Center Barcelona

Date: November 14

Price: €145 – €750

Featured Speakers: TBA

World Trade Center in Barcelona will witness the International Search Summit conference, which is filled with talks that provide tips, tactics, and insights on improving online visibility in international markets.

The agenda typically includes a diverse range of topics, from international SEO and content strategies to audience engagement and paid media, addressing the unique challenges of managing international websites and global campaigns.​

Trying to find a suitable digital marketing agency could be a huge challenge, especially due to the sheer number of new companies in the industry.

As a result, initial interviews are your best method of getting a good idea of an agency you’re about to work with. 

Now, digital marketing comprises a multitude of fields, from SEO to influencer marketing. Therefore, your question should be specific to the services you need.

This article has compiled a list of essential questions you should ask before hiring a digital marketing agency. 

Whether you’re trying to find a suitable company to run your PPC ad campaigns or implement SEO strategies, you’ll find several questions related to specific fields.

General Digital Marketing Questions:

• What are your most successful projects in the past?
• Can you provide examples of similar businesses you have worked with?
• How much of your work is outsourced?
• Who will be responsible for the content creation process?
• What happens if we are not happy with the results?
• What are your methods of working with our team members?

SEO (Search Engine Optimization) Specific:

• Can you explain your approach to technical SEO audits and recommendations?
• How do you ensure the quality of backlinks?
• What tools do you use for tracking keyword rankings, and how often do you provide keyword ranking reports?
• How do you handle SEO for e-commerce websites, including product optimization and schema markup?

PPC (Pay-Per-Click) Advertising Specific:

• How do you structure PPC campaigns for maximum efficiency and relevance?
• Can you share examples of A/B testing or split testing strategies you’ve employed to improve ad performance?
• What bidding strategies do you use for different types of campaigns, such as search, display, or video ads?
• How do you optimize landing pages to improve the conversion rate of PPC traffic?
• Can you explain your approach to remarketing campaigns and audience segmentation?

Social Media Marketing Specific:

• How do you create and maintain a consistent brand voice and image across different social media platforms?
• Can you provide examples of successful influencer marketing collaborations you’ve managed?
• What metrics do you use to measure the success of social media advertising campaigns?
• How do you handle crisis communication and negative feedback on social media channels?
• Can you share your approach to social media advertising budget allocation and ROI tracking?

Content Marketing Specific:

• How do you conduct content gap analysis and identify content opportunities within a niche?
• Can you explain your content promotion and distribution strategies beyond publishing on the website?
• What’s your approach to content personalization and segmentation for different audience segments?
• Can you share examples of evergreen content pieces that have consistently driven traffic and engagement?
• How do you repurpose and update existing content to keep it relevant over time?

Email Marketing Specific:

• What email marketing automation platforms and tools do you recommend and use?
• How do you segment email lists to deliver personalized content and offers?
• Can you provide examples of successful email drip campaigns or lead nurturing sequences you’ve implemented?
• How do you ensure high deliverability rates and avoid emails ending up in spam folders?
• Can you explain your strategy for re-engaging inactive email subscribers?

Analytics and Reporting Specific:

• What custom dashboards and reporting tools do you use to provide clients with real-time insights?
• How do you attribute conversions to different marketing channels and touchpoints in the customer journey?
• Can you share examples of how you’ve used data to identify and address performance bottlenecks?
• What data privacy and security measures do you have in place when handling sensitive client data?
• How do you use predictive analytics to forecast future campaign performance and trends?

Budget and ROI (Return on Investment) Specific:

• How do you allocate budget across various marketing channels and campaigns based on performance data?
• Can you provide examples of strategies you’ve used to optimize ROI for clients with limited budgets?
• What contingency plans do you have in case a campaign is not delivering the expected ROI?
• How do you calculate customer acquisition cost (CAC) and customer lifetime value (CLV) to assess ROI?
• Can you explain your approach to measuring the incremental impact of digital marketing on offline sales or conversions?

Creativity and Innovation Specific:

• Can you share examples of out-of-the-box campaign ideas that yielded exceptional results?
• What tools or methodologies do you use for brainstorming and ideation sessions?
• How do you leverage emerging technologies, such as AI or AR, in your marketing strategies?
• How do you measure the success and ROI of innovative marketing experiments or pilot campaigns?

Mobile Optimization Specific:

• How do you ensure that mobile landing pages are optimized for speed and user experience (UX)?
• Can you provide examples of mobile-specific ad creatives and campaigns you’ve managed?
• What strategies do you employ to leverage mobile apps for user engagement and conversions?
• How do you handle mobile SEO, including mobile-friendly website design and app indexing?
• Can you share instances where you’ve used mobile advertising to drive in-store foot traffic for brick-and-mortar businesses?

Crisis Management and Reputation Management Specific:

• What steps do you take to proactively monitor and manage online reviews and reputation?
• Can you provide examples of reputation recovery campaigns you’ve executed for clients?
• How do you handle social media crises, negative PR, or viral backlash on behalf of clients?
• What legal and ethical considerations do you take into account when addressing reputation issues?
• Can you share a specific case where you turned a reputation crisis into an opportunity for brand improvement?

Communication Process:

• What is your preferred method of communication with clients (e.g., email, phone, video calls, project management tools)?
• How often can we expect updates and progress reports on our campaigns?
• Do you have a dedicated account manager or point of contact for each client?
• How do you handle communication during non-business hours or holidays, especially for time-sensitive campaigns?

Billing Process:

• What is your pricing structure for the services you offer (e.g., hourly rates, monthly retainer, project-based, performance-based)?
• Can you explain your refund policy in the event that the project is terminated prematurely?
• Are there any hidden fees I should be aware of?

Ensure that the answers provided to these questions meet the expectations and goals related to your digital marketing project. 

As the term implies, branded keywords are queries that include the names of brands/companies. In contrast, non-branded keywords don’t include any brand terms. 

As you start your SEO campaign, you’re probably going to focus more on generalized, non-branded keywords. However, is it the right strategy all the time? 

And is it better to create separate campaigns for branded and non-branded keywords? 

Both non-branded and branded keywords have their place in your SEO plan. In this guide, we’ll go in-depth about the core differences between the two and how you can utilize them to grow your brand, dominate SERP, and increase CTRs. Let’s get started:

What Are Brand Keywords

Search terms, including the name of your brand, unique product names, and variations of your company name, are brand keywords. 

Some examples of brand keywords:

• iPhone 14
• Amazon Prime 
• Samsung Galaxy S23
• Rankpa guest posting

Brand keywords are usually navigational, as users searching with brand terms know exactly what they are looking for. 

For example, someone searching “Rankpa guest posting” intends to visit Rankpa’s official website, contrary to users searching “guest posting services.”

What Are Non-Brand Keywords

Keywords without any brand-specific search terms are non-brand keywords. For example:

• Android phones
• Fishing gear
• Laptops under $500
• Digital marketing company

Non-brand keywords are usually search terms about products, services, or topics related to any brand in a specific field. 

Brand vs Non-Brand Keywords: What Are the Differences

Before heading into the topic of use cases for brand and non-brand keywords, let’s look at the primary differences between them:

Aspect	Brand Keywords	Non-Brand Keywords
Definition	Queries that include a brand name or variations of it, unique to a domain.	Keywords that do not reference a brand name or any part of it.
Purpose	To target users already aware of and interested in the brand.	To attract users who are interested in the products or services but not the brand.
Search Intent	Specific, as users are looking for services or products from a specific brand.	General, as users are looking for information or options related to a topic.
Visibility and Reach	Limited to the brand’s recognition, usually used by users familiar with the brand.	Wider reach, capturing users who might not be aware of the brand.
Competition	Lower, as they are unique to the brand.	Higher, as they are more generic and targeted by multiple entities.
SEO Strategy	Involves creating content that focuses on the brand and monitoring brand-related keywords.	Involves creating content around general industry-related topics and keywords.
PPC Cost	Can be cheap due to low competition.	Can be expensive, especially if the keywords are highly competitive.
Examples	“Apple iPhone,” “Nike sneakers.“	“Smartphone features,” “running shoes.”

Cost

When it comes to cost per click (CPC), brand keywords are relatively cheaper than non-brand ones, especially when the brand is pretty new.

For example, the CPC rates for “Rankpa” are going to be much cheaper than queries like “link building agency.” 

Competition

Non-brand keywords will have more competition as brand-related keywords tend to be more specific. 

Thousands of companies are competing for keywords related to your products or services. 

However, this does not mean that other companies won’t use your brand name in their campaigns, as this happens frequently in highly competitive industries. 

For example, at the time of writing, the SERP for the query  “xiaomi redmi a3” showed a page from GSMArena.com as the first result over Xiaomi’s own official page.

Conversion

When someone searches for “Rankpa SEO services” on Google, the user knows exactly what they are looking for and will most likely click on one of our pages. 

On the other hand, someone searching for “SEO services” will be met with thousands of options. Therefore, the likelihood of them clicking on Rankpa’s pages will significantly go down.

As you can see, brand keywords have way better conversion rates, attracting visitors who are already looking for a specific brand. 

However, users searching brand keywords are already likely to make a purchase. So, even if it may seem as though your brand keywords are bringing in customers, users may already be familiar with your brand and have decided to make a purchase before searching on Google. 

Does this mean you should not invest in brand keywords? Not really! Keep reading to find out more.

Targeting

Non-brand keywords target new customers for your company. 

People searching with brand keywords are already familiar with your organization. 

For example, if you’re searching for a “keyboard for gaming,” you are likely to have not decided on a brand and are exploring different options. 

On the other hand, if your query is “Logitech gaming keyboard,” you may have already decided on getting Logitech’s mouse. 

Overall, when it comes to targeting, brand keywords usually serve the purpose of being navigational, while non-brand keywords can bring new visibility to your company. 

When to Use Brand Keywords

People searching with brand keywords already have some idea about your brand. Their search intent could be –

• Trying to learn more about your brand
• Looking for comparisons between your brand and other options
• Searching for reviews
• Wanting to make a purchase

Considering these search intents, you should compete for brand keywords in the following situations:

1. Controlling SERP

With proper utilization of brand keywords, you control how the search results on Google are for your brand. Ideally, you want to make it as easy as possible for your customers to find you. 

This is an example of how the SERP should look when people search for your brand on Google. 

2. Getting Ahead of Competitors

If you are in a highly competitive industry, other companies may try to bid on your brand name to manipulate the SERP and get your customers swayed. 

Building a strong profile with your brand keywords prevents this from happening.

3. Controlling Customer Perspective

A lot of the time, people will search for your brand to learn more and compare it with other brands. They are not yet fully converted, and the information on the SERP will help them decide.

Therefore, you would prefer to have positive reviews and helpful information show up when potential customers search for your brand. 

When to Use Non-Brand Keywords

People searching with non-brand keywords want to learn more about different brands before purchasing. As a result, you would want to use non-brand keywords in the following instances:

1. Attracting New Customers

Non-brand keywords can help you attract new customers who are not familiar with your brand. As a result, they are naturally more competitive.

If you are a new brand competing in the market, it’s likely that people are unaware of your brand. In that case, you’ll have to compete for non-brand keywords to get your first customers from the search engine.

2. Building Brand Awareness

Having high positions on the SERP for non-brand keywords can also help with your brand awareness. 

For example, a person researching for monitors with queries like “best monitor for graphic designing” will find out about several brands. You would want your brand to be one of them to increase awareness and attract new customers.

Utilizing Both Brand and Non-Brand Keywords

Just because you are a new brand in a competitive market, it does not mean that you should only invest in non-brand keywords. Using both brand and non-brand keywords in your marketing campaigns can secure the best results.

If you are a well-known brand with a stream of customers, your focus should mainly be on brand keywords while investing in non-brand queries to attract new customers. 

New brands should primarily focus on non-brand keywords while also investing as much as possible in brand keywords to control their SERP.

Final Takeaway

Using both brand and non-brand keywords is essential for maximum growth. After realizing this, your next step should be creating a sustainable strategy for your PPC campaign.

Create different campaigns for both kinds of keywords to keep track of your spending. This strategy will help you determine which one from brand and non-brand keywords are bringing in the most conversion.