Judith Lewis is the founder of the deCabbit Consultancy specialising in integrated digital marketing consultancy and execution. She is a specialist integrated online marketer with skills in SEO, PPC, and Social Media Marketing as well as other digital marketing techniques. She has been doing SEO since before it had a name and has worked both in-house and agency-side.
She has judged both UK & EU Search Awards, is a founding everywoman Modern Muse and is the coordinator for London Girl Geek Dinners. Having both an in-house and agency background, her clients have included Google, Virgin, NSPCC, Zopa, Slendertone, the Guggenheim, SAP, Amadeus, Blue Cross, & ShareThis.
Judith writes for the SEO Chicks and Mostly About Chocolate as well as the Huffington Post. She speaks at various conferences around the world and is passionate about teaching and helping businesses large and small (as well as chocolate) and we are pleased to announce that Judith will one of the keynote speakers at IWINETC 2016 and will deliver two highly relevant and extremely important talks for the today and future of the wine and culinary tourism industry.
Search Engine Optimisation (SEO) is often seen as a dark art or difficult to learn. This masterclass, delivered in two parts, will help train professionals working in the wine and culinary tourism industry to be able to do it for themselves, including providing all the spreadsheets and free tools needed.
On day 1 of the conference we will cover how Google works (it’s easier than you think), as well as how SEO works, technical SEO (very basic WordPress need-to-know elements – nothing actually “techy”) and on-page SEO which will cover what changes you need to make to a webpage to make it SEO optimised.
On day 2 of the conference, we will learn how to do keyword research and how that works, how to choose which keywords to optimise a page for, how to manage all these changes, a little bit on building links safely for your business plus the latest guidance from Google.
SEO vs PR vs Bloggers – Fight!
With Google suggesting 35% – 40% of the value assigned to a website (which is used to rank sites) is based on links, these are increasingly the focus of wine tourism businesses looking to increase their online visibility. Some PR agencies are selling blogger link building as a service (an SEO specialism) but who can you trust now Google is handing out penalties based on bad links? Most valuable links seem to come from wine and travel bloggers but how to judge who is right for your business? How do you reach the quality wine and travel influencers most effectively? Where are these secret blogger groups? Should you go with a PR for outreach, a specialist SEO agency or do it yourself? In this session you will be taught how to use the tools available to find, assess and reach out to influencers as well as assessing potential bloggers reaching out to you. The session will cover in general the EU guidelines on this type of work as well as delivering practical, real examples of outreach work and responses, as well as insight on what happens in blogger groups. You will leave this session with clear, practical information on how to execute an outreach campaign and how to measure the value of a blogger.