TopRank Online Marketing

Archive for August, 2007


Lee Odden

TopRank on TV – SES Coverage on NBC11

Lee Odden on Aug 21st, 2007     Online Marketing, Search Engine Strategies, TopRank Agency News

nbc11.jpg

Local NBC affiliate NBC11 covering Silicon Valley stopped by the Search Engine Strategies conference yesterday. I happened to be at the right place at the right time and news reporter Scott Budman asked if I would do a quick interview.

Lee Odden on NBC11

My pal Loren Baker from Search Engine Journal was nearby during the interview so I gave him my camera and he took a few shots:

Lee Odden

It went pretty quickly and I didn’t think a lot of it afterwards until several people mentioned to me that they say me on TV during the evening news. I haven’t found an online version of the clip, but did get one forwarded to me that I could download but not share. :(

TopRank Online Marketing

Session: Creating Compelling Ads

TopRank Online Marketing on Aug 21st, 2007     Online Marketing, Search Engine Strategies, Search Marketing

Creating Compelling Ads

A trap I fell into early in my career as an SEM specialist was to ensure clients we would do our best to drive all the traffic we could to their site. Looking back, I’m glad I learned the obvious error of this statement before becoming involved in a client’s burgeoning PPC campaign.

The session “Creating Compelling Ads”, moderated by Allan Dick of Vintage Tub & Bath had at its core the powerfully obvious notion (in hindsight) that driving all traffic to your site is not only a fool’s mission, but in the realm of PPC, a costly mistake.

Generating qualified traffic for a campaign shaped the presentations provided by the esteemed panel of:

  • Mona Elesseily from Page Zero Media
  • Brad Geddes of LocalLaunch.com
TopRank Online Marketing

Session: Putting Search Into the Marketing Mix

TopRank Online Marketing on Aug 21st, 2007     Business of SEO, Online Marketing, Search Engine Strategies

Putting Search Into The Marketing Mix

Day two of SES San Jose found me fighting for an outlet as I prepared to impart details to you on the session “Putting Search Into the Marketing Mix”.

The session, moderated by Free Agent Consultant Sara Holoubek included on its panel:

  • Misty Locke, President & co-Founder, Range Online Media
  • Curtis Dueck, Senior Account Manager, Epiar Inc.
  • Bill Mungovan, Director of Search, Carat Fusion
  • Bill Hunt, CEO, Global Strategies International

The session described how search marketing is absolutely vital to any marketing campaign, right from the outset. As part of my duties with TopRank’s sister firm Misukanis & Odden, I hone my focus on, as our tag suggests on Marketing For Results. One of the surest way to help guarantee results, right from the offset, is to clearly define your client’s objective.

TopRank Online Marketing

Session: Writing for Search Engines

TopRank Online Marketing on Aug 21st, 2007     Online Marketing, Search Engine Strategies, SEO, SEO Tips

Writing for Search Engines

“Writing for Search Engines” is a long standing session by Heather Lloyd-Martin and Jill Whalen. It’s a great session covering the basics of SEO friendly copywriting and a good primer for those new to SEO.

Search Engines are constantly improving their ability to sniff out the spam and de-value irrelevant links such as those from link farms. They are making the same kinds of improvements to the indexing, categorization and sorting of web pages in the search results.
In order to make it easier for search engines to do their job, it’s important to incorporate the keywords for which you wish to be found in your site content, title tags and meta descriptions. Now when people search for those keywords, there’s a greater likelihood that search engines will rank the web site higher than a competitor site who doesn’t have relevant keywords in the content and links of their site.

TopRank Online Marketing

Session: Web Analytics & Measuring Success

TopRank Online Marketing on Aug 21st, 2007     Marketing PR Conferences, Online Marketing, Search Engine Strategies, Web Analytics

Analytics is a big part of a website’s success, However, even though analytics software is getting better and cheaper, website owners still don’t really know what to do with it.

Matt Bailey with Site Logic is an excellent speaker on this topic. He talks about how analytics is more than just hits, it’s about segmenting and tracking and learning how your visitors are using the site. Tracking things like page views, top 10 entry pages, keywords and hits are just scraping the surface. There is so much more that should be happening. What are the KPIs? Analytics numbers are just numbers with no action and figuring out what they mean is the key to success.

Lee Odden

Session: Podcast & Audio Search Optimization SES 2007

Lee Odden on Aug 21st, 2007     Online Marketing, Podcast Marketing, Search Engine Strategies

Search engines love text and people love engaging content. This message was made clear during the SES session on Podcast & Audio Search Optimization where Daron Babin of Webmaster Radio, Amanda Watlington of Searching for Profit and Rick Klau of Google presented on the opportunities of search marketing with audio.

Audio search has come a long way and still, we’ve barely tapped into the full potential for audio content.
But why should we podcast? Watlington tells us that the value of audio content lies in its ability to create and foster an emotional connection with the audience. It is yet another opportunity to engage users while adding a human context to the message.

The concerns broached by the audience included the question of whether or not podcast and audio optimization made sense those in B2B marketing.

TopRank Online Marketing

SES Keynote: Ask.com CEO Jim Lanzone

TopRank Online Marketing on Aug 21st, 2007     Ask, Marketing PR Conferences, Online Marketing, Search Engine Strategies, Search Engines

Tuesday’s SES’s keynote was with Jim Lanzone of Ask. He talked briefly about the past, present and future of Ask.com.

SES 07 Keynote with Ask

Jim stated that they’ve seen great growth since launching Ask 3D. They feel that they are the fastest growing in their category. Ask is not as concerned with beating the others at market share, they are more concerned with getting satisfying results back to the searchers. After launching ask 3D they are finding that about 50% of their users are not clicking on the web results but rather on of the other offerings on the page. Jim also pointed out that they are trying to get as much information above the fold as possible. To do this theyare putting content where other search sites are putting ads.

TopRank Online Marketing

Session: Link Building Basics

TopRank Online Marketing on Aug 21st, 2007     Link Building, Online Marketing, Search Engine Strategies, SEO

Day Two coverage of the Search Engine Strategies conference in San Jose:  The Popular Kids Have Good Content 

Tuesday morning was the morning to learn about link building. As a linking specialist at TopRank, I knew I would learn a lot, and review what I already know, in this session by listening to Mike Grehan and Christine Churchill.

The topics we focused on this morning were ways to increase a website’s ranking, such as link requests, paid links and reputable links from authority sites.

However, the absolute basic thing you must remember before linking is that you need to have something to offer the readers. Mike Grehan asked us “Why should your site rank high?”

Lee Odden

SES San Jose 2007 Day One Wrap Up

Lee Odden on Aug 21st, 2007     Online Marketing

TopRank crew
If you see these smiling faces at SES, be sure to say hello!

Here is a summary of the coverage by the TopRank blogging team for day one of Search Engine Strategies, San Jose 2007:

Lee Odden

Women in Search Luncheon – SES San Jose

Lee Odden on Aug 21st, 2007     Marketing Industry News, Online Marketing, Search Engine Strategies

Women in Search Luncheon

TopRank’s Melinda Cayetano and Dana Larson attended the Women in Search Luncheon with over 50 in attendance. TopRank is proud to have been a co-sponsor of the event along with Danny Sullivan. TopRank wanted to give recognition to Jill Whalen and Kim Krause Berg as being key influences for us from waaaay back when to get involved with the search marketing industry. Amanda Watlington and Heather Lloyd-Martin were also great motivators and facilitators for us as well.   I’d say it’s worked out pretty well so far. :)

Women in Search Luncheon
Mike Grehan stopped by.

Women in Search Luncheon

The lunch was held at The Grill on the Alley, which is connected to the Fairmont hotel. The super energetic and friendly Liana Evans was the organizer of the event and you can find more info at the Search Marketing Gurus blog. You can also see more photos of the Women in Search Luncheon on Flickr.

TopRank Online Marketing

Session: Personalization, User Data & Search

TopRank Online Marketing on Aug 21st, 2007     Marketing PR Conferences, Online Marketing, Search Engine Strategies

Personalized Search Heat Map 3

The personalization of search results is not the only way to target someone, you can also personalize your website to ensure your visitors feel engaged as soon as they arrive.

Gordon Hotchkiss gave some great examples and data behind personalized search and proved that I actually does work. Everyone remembers the golden triangle right? It shows how people use Google and where they actually click. Now, with personalized search and universal search enabled, the golden triangle changes quite a it. The focus shifts to the content targeted directly to the user and, if there is imagery in the results, the users start there. In their test, Gordon said that when personalized search results were given, users were 3x more likely to click on a results and much less likely to click on ads.

Lee Odden

Session: Searcher Behavior Research Update SES 2007

Lee Odden on Aug 21st, 2007     Online Marketing, Search Engine Strategies

The core message of the Searcher Behavior Research Update at this year’s SES was that there are missed search marketing opportunities as traditional marketers fail to take into account the exponential growth of online marketing.

Each study presented valuable data and insight into how search engines can help reach your targeted audience.

For example, Pavan Lee of Microsoft described how marketers of the “soccer mom” segment may miss considerable opportunities by utilizing only traditional marketing. Lee presented a study indicating, that of their sample of “soccer moms”:

  • 90% Use search engines at least 2 times a day
  • 60% Possess an education past high school
  • One -third make a total house hold income of $100,000 or more
  • 57% Use search engines to make a purchase offline

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