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Archive for February, 2008


Lee Odden

BIGLIST SEO SEM Blogs Update 022908

Lee Odden on Feb 29th, 2008     BIGLIST SEM Blogs

SEO Blogs

For the first or maybe the second time ever, we skipped a BIGLIST update last Friday.  Things got a little crazy with SES London and other business tasks. But no worry, we have a great lineup of SEO blogs for you this week:

  • SEO Copywriting – Let’s celebrate the launch of SEO and wordsmith guru Heather Lloyd-Martin’s snappy new blog about the magic of writing for users and search engines.
  • Jon Myers Search Blog – Jon is the head of search and Associate Director at MediaVest in the UK writing about his views of the search engine marketing world.
  • Own Page One SEV Blog  – Ann Arbor, Michigan based search marketing agency Pure Visibility runs the gamut of search marketing topics on this company blog ranging from PPC to local to SEO and even has a category just for Twitter.
Jolina Pettice

Industrial Strength SEO: Enterprise Do’s and Don’ts

Jolina Pettice on Feb 28th, 2008     Enterprise SEO, Marketing PR Conferences, Online Marketing, Search Marketing Expo, SEO

[Note from Lee: This is a perfect session for Jolina because she manages one of the largest enterprise SEO projects for any agency our size - over 2o different business units for a Fortune 20 company.]

dsc00478.JPG SEO for the enterprise requires a very different approach, than SEO for an small or medium business (SMB).

Deploying the same approach at the enterprise level, as you would for an SMB, would be like trying to clean a wine spill with Windex. You’ll end up making a bigger mess.

The Enterprise SEO panel at SMX moderated by Detlev Johnson of SearchReturn and Matt McGee of Marchex provided excellent insights into what you should and should not do with these types of search marketing projects.

Jolina Pettice

Google Gets its Groove On at SMX West

Jolina Pettice on Feb 28th, 2008     Google, Marketing PR Conferences, Online Marketing, Search Marketing Expo

Google hosted a party last night at SMX West, entitled Google Groove. And groovy, it was.

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Andy Beal and other SMXers enjoying the party

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Main bar, all in Google Colors

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SMXers playing Rockband

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SMXers enjoying drinks, notice the colorful Google cups, which people went crazy over

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Blinky Google spheres, also very popular

Check out all of the photos at TopRank’s SMX West Flickr set.

Jolina Pettice

SMX Session: Branding and the 4 Types of Searchers to Target

Jolina Pettice on Feb 28th, 2008     Keyword Research, Marketing PR Conferences, Online Marketing, Search Marketing Expo, SEO

dsc00447.JPGJust as with Leverage Your Brand Lovers, the “Branding and Search” session gave the SMX West audience much to think about.

Bob Tripathi, Search Marketing Specialist at Discover Financial, reinforced the need to understand your brand as it relates to SEO/SEM.

Brand Recognition: Do searchers recognize your brand?
–ex. McDonalds’ arches are recognized worldwide

Brand Perception: Do searchers know what you do?
–ex. Discover Financial doesn’t just offer credit cards, but they offer a slew of other financial services

Brand Loyalty: Are searchers loyal to your brand?
–ex. Google and its VERY loyal followers

Brand Affinity: Are searchers aspiring to be part of your brand and culture?
–ex. Mercedes and the status associated with the brand

Jolina Pettice

SMX Sesion: 8 Tips to More Effective Blogging

Jolina Pettice on Feb 28th, 2008     Blog Marketing, Blogging, Online Marketing, Search Marketing Expo

dsc00450.JPGThe Wonder Twins Track at SMX West: SEO and Blogging, provided the audience with information on how to best launch and promote a blog.

Here are 8 tips, from Aaron Wall of SEOBook, on how to gain traction for your blog.

Own a Niche

  • Owning a smaller niche is an easy way to starting building personal brand
  • #1 player gets more play in the media

Make Formatting a Priority

  • Ensure you have a clean appealing design
  • Highlight best practices
  • Include an “About Us” page
  • Make it easy for press to contact
  • Leverage pictures/video/sketchcasting

Write clearly

  • Write headlines like a wire service writer
  • Use simple words and short sentences
  • Use bulleted lists/headers/sub-headers

Filter

  • Create Google news alerts
TopRank Online Marketing

Advanced SEO Course Review – SEMPO Institute

TopRank Online Marketing on Feb 28th, 2008     SEMPO, SEO, SEO Training

SEMPO Institute released their online training program for SEO and PPC late 2007. TopRank has previously written a review of the “Fundamentals Course” now known as the “Insider’s Guide to Search Marketing”. SEMPO Institute students that complete the Insider’s Guide can then move on to the two advanced training courses, one of which is the Advanced SEO Specialist course. I’ve recently completed that training and have the following review:

Advanced Internal Linking How To

The Advanced SEO Course builds on the basics covered in the Insider’s Guide to Search Marketing, and then expands into research and execution of many SEO tactics including: keyword research, web page construction, link building tactics and writing appropriate website copy.

SEMPO Institute’s Advanced SEO Course is divided up into 5 learning modules:

  • Advanced Keyword Research
Jolina Pettice

Live from SMX: Tips on Social Media Marketing

Jolina Pettice on Feb 27th, 2008     Marketing PR Conferences, Online Marketing, Search Marketing Expo, Social Media

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Sitting in the SEO & Social Media session, Barbara Boser the Social Media Director for 3 Dog Media, shared some great tips on marketing with social media:

Be prepared & Commit to Social Media

  • Know that it is time consuming
  • Read and learn what is popular
  • Look for tools you can use on the sites and on the web

Your Profile

  • Research to be sure that your profile isn’t the same as any of the other top users on the site
  • Be anonymous if you’re promoting your own site
  • Choose a unique name
  • Choose an avatar that’s memorable
  • Get a gmail account
  • Get an IM that goes w/ your user name
Jolina Pettice

SMX Session: Leveraging Brand-Lovers

Jolina Pettice on Feb 27th, 2008     Online Marketing, Search Marketing Expo

dsc00440.JPGIn the Branding & Search session today at SMX West, panelists gave the audience many, many items to consider regarding their own brand or their client’s brand.

Let’s start by discussing the people that the brand is ultimately trying to influence.

Edwin Wong, Director of Customer Insights Organization – Yahoo!, touched on this by explaining that people love brands that love what they love. A mouthful right?

He labeled these folks, “Passionistas”.

Let’s use me as an example. I love food and cooking, so I love the Food Network because they share my passion. The theory holds true so far.

More interesting, is that Passionistas search 184% more than others. (No surprise here, but I’m in the search industry so we’ll move past me as the example on this one. :))

Jolina Pettice

SMX West Expo Hall Sneak Peak

Jolina Pettice on Feb 27th, 2008     Google, Marketing PR Conferences, Microsoft Bing, Online Marketing, Search Marketing Expo

The Expo Hall at SMX West opened today. Take a peak.

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Strolling the floor

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Folks chatting with Google

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Folks chatting with Live

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More SMXers

Check out all of the photos at TopRank’s SMX West Flickr set.

Jolina Pettice

SMX Search Bowl Photos

Jolina Pettice on Feb 27th, 2008     Marketing PR Conferences, Online Marketing, Search Marketing Expo

Day 1 of SMX West wrapped up with a tailgating party and the SMX Search Bowl which pinned the search engines, the search marketers and Microsoft against one another in a game of industry-related trivia.

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Tailgating party at SMX West

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More tailgating

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and more tailgating, but this time people were paying attention :)

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The SMX Search Bowl contestants, with host Danny Sullivan

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Matt Cutts getting ready to play

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A packed house for ‘kick off’

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Look – I’m one of the contestants!!!….sort of

Check out all of the photos at TopRank’s SMX West Flickr set.

Lee Odden

Search Marketing Tips from Online Marketing Heroes

Lee Odden on Feb 27th, 2008     Interviews, Marketing Industry News, Online Marketing

Online Marketing Heroes

Wiley recently announced the launch of a new book, “Online Marketing Heroes: Interviews with 25 Successful Online Marketing Gurus”, in which TopRank has an entire chapter on the subject of social media marketing for SEO and PR.

The list of internet marketing experts interviewed for the book include consultants, agencies, CEOs, PR professionals, client side bloggers and marketers. Topics range from paid search to online copywriting to online PR and social media marketing. The list of marketing experts includes:

Joan Holman, Greg Hartnett, Jacob Hawkins, Mark Oldani, Jeffrey Glueck, Lauren Freedman, Tamara Adlin, Steve Rubel, Greg Jarboe, Eric Ward, Jordan Gold, Heather Lloyd-Martin, Chris Baggott, Ed Shull, Brian Lusk, Lee Odden, Jill Whalen, Liana Evans, Perry Marshall, Kevin Lee, Paul O’Brien, Ron Belanger, David Fischer, Phil Terry and Patrick Duparcq.

Jolina Pettice

Session: Search Marketing and Persona Models

Jolina Pettice on Feb 26th, 2008     Marketing PR Conferences, Online Marketing, Search Marketing Expo

dsc00394.JPGThe personas session, today at SMX, reminded me so much of psychology classes in college. A large group of people discussing why other people behave the way they do.

Gord Hotchkiss, President and CEO of Enquiro, kicked things off by helping the audience understand the factors impacting how humans make decisions, including:

  • explicit, implicit memories
  • past interactions with a brand
  • current interactions with the brand
  • emotions

Additional panelists included:
Brian Bond, VP Marketing and Products, Future Now, Inc
Ian Lurie, President, Portent Interactive

As Ian put it, personas are our brand’s imaginary friends.

I think the advantage of personas is really in the research it takes to get there. In order to develop personas, you must dive deeply into what’s behind prospects’ decision making, something that companies may not always invest the time in understanding.

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