Session: Google’s 5 Tips to Succeed in Universal Search

dsc00389.JPGAs mentioned in a previous post, universal search is a hot topic here at SMX West.

My first session of the day: The Blended Search Revolution revealed insights from the major search engines about how they are ‘compiling’ the universal search results and how companies should take advantage of the opportunity.

Universal search leverages new content such as news results, images and videos.

Specifically, David Bailey from Google shared these five tips (some obvious, some maybe not) to take advantage of the specialized results:

1. Publish high quality, well captioned images
2. Create a Google video sitemap
3. Update business listings in local business center
4. Submit your feed to Google product search
5. Create a high-quality company blog

SMX West Keynote: Level Set on Search 3.0, 4.0 and More

SMX West - Danny SullivanSMX West, in Santa Clara, kicked off today with a keynote from Danny Sullivan, Editor-in-Chief of Search Engine Land.

Danny started off the conference by talking about the different generations of search, of which many of us have experienced, the generation we’re in now and where he thinks the industry might go next.

Here’s a quick rundown:

Search 1.0 – Keywords – All about the keywords on the page and what ended up as keyword stuffing for the large part.

Search 2.0 – Links – Search results followed the democratic process and ranked websites based on the number of links (votes) the website was receiving.

Search 3.0 – All content is good content – Universal/Blended search is where we are today. This is the search engines’ integration of news results, images, videos, etc into the search results.

SES New York and the Industry That Never Seems to Sleep

New York CityNext month I’m heading to New York to blog the SES NY conference for Online Marketing Blog where Lee is speaking on the “Beyond Linkbait: Getting Authoritative Online Mentions” panel with newly elected SEMPO board member Chris Boggs and PR veteran Sally Falkow.

I’m over-the-moon excited to attend and have stumbled upon a tiny connection between the host city and the conference.

The industry that never sleeps will be placed smack in the middle of the city that never sleeps. While I’m not sure what kind of cosmic connection to make of this (and it’s not the first time so I’m pretty sure the earth won’t start spiraling toward the sun), I am curious to see how it all goes down and to share my insights with you.

PR and Social Media: PRSA Teleseminar

prsa.gif
Tomorrow the PRSA is conducting a teleseminar “PR and Social Media – What every practitioner needs to know“.

Take a first-hand look at the phenomena that are redefining the practice of public relations.  Hear from three digital PR pioneers about the array of new tools, strategies and channels available to today’s practitioner from Facebook and Second Life to blogger relations, digital video and search engine reputation management.

As has been the case with a number of public relations industry events, I am tasked with bringing a search marketing perspective to a PR and social media focused panel. A similar session was held at the PRSA International Conference last year, “Social Media for PR Practitioners“, so the seminar tomorrow will be a nice update.

SEMPO Announces 2008 Board of Directors

I’m sure this will be well covered on the search marketing news blogs but I wanted to make a post because a good number of the new SEMPO board members are people I have known for years and respect a great deal. It can be a big commitment to donate your time to an association and SEMPO has proven itself to be a great resource for the search marketing industry.

  • Chris Boggs – SEO Manager, eMergent Marketing / Brulant, Inc.
  • Jessica Bowman – In-House SEO Expert
  • Massimo Burgio – Global Search Expert, Global Search Interactive
  • Bruce Clay – President, Bruce Clay, Inc.
  • Dave Fall – VP Product Management – Search Technology, DoubleClick, Inc.
  • Duane Forrester – Senior Program Manager, Microsoft
  • Sara Holoubek Free Agent Consultant

Next to Last Post from London

SES London 2008 has ended and I am now tasked with spending a few extra days in London to see a few sights and visit a few friends plus a fiesty 75 year old great uncle.

This SES has included a variety of firsts including my first time to London, first time speaking on two panels at a SES show, first time moderating a SES panel, first time doing a video interview with Adam Lasnik and the first time writing a blog post from a Blackberry.

I wouldn’t attempt such a feat of manual dexterity but I’m captive on a train for a while.

As with nearly all SES shows SES London was a nice mix of inspiring keynotes (even if Marckini was repackaging info as new that some of us have been evangelizing the past year). informative sessions and excellent networking.

Session: Beyond Linkbait Getting Authoritative Online Mentions

Alan Webb Brian Turner Mikkel deMib Svendsen

SES London 2008 – Beyond Linkbait: Getting Authoritative Online Mentions

Link building is crucial, but linkbait tactics that worked this year may not be as effective next year. This session focuses on the underlying quality as well as ingenuity needed to get other websites to link to you early and often. It will also explain how you should approach journalists, bloggers and other authoritative sources to enhance your company’s online reputation, whether or not you get links.

Moderator: Anne Kennedy, Manager, Managing Partner, Beyond Ink
Speakers: Alan Webb, CEO, Abakus Internet Marketing, Mikkel deMib Svendsen, Creative Director, deMib.com and Brian Turner, Director, Britecorp, Ltd.

First up is Alan Webb from ABAKUS.

Link building is a chicken/egg situation. To get the links you need content but to get the content found and linked to, you need the links.

5 Ways to Better Leverage Your SEO Firm

3d People Around a Table
Search Marketing is well documented as one of the most effective marketing strategies a business can employ regardless of the economic environment. Now more then ever companies recognize search as an essential element to their businesses bottom line and are seeking out the help of professional SEO firms.

Finding the right search marketing agency is no doubt a daunting task. But what happens once you’ve done your due diligence and chosen an SEO firm that best suits your style and philosophy?

Below are 5 ways to ensure you’re getting the best return on your search marketing dollars from your SEO invrestment:

1. Have Realistic Expectations

SES London Day Two Photos

Here’s a roundup of photos from day two of Search Engine Strategies London 2008:

Anne Kennedy Bryan Eisenberg
Anne Kennedy and Bryan Eisenberg

Jim Sterne Andy Beal
Jim Sterne and Andy Beal

Raise your hands if you love SEO
Audience

Massimo does his magic
Massimo does his magic as Amanda looks on

Competitive Intelligence Panel
Competitive Intelligence panel

Lee Odden
Blog SEO session

SEO Lovebirds Rob Kerry & Lisa Ditlefsen
Lisa Ditlefsen and Rob Kerry

Chris Leggett Jon Meyers
Chris Leggett and Jon Meyers

SES London Hilton Bar
Post conference activities

Here’s a day SES London day one wrap up video from Incisive:

YouTube Preview Image

And here’s a wrap up of day two SES London blog coverage, images and video on Search Engine Watch

Video: Interview with Adam Lasnik of Google

On day one of SES London I was able to catch up with Google Search Evangelist Adam Lasnik to do a short (10 min) video on several topics important to web masters looking for better results on Google. Adam starts with a descrption of his responsibilities at Google and then answers questions about Google compliant Flash and JavaScript, duplicate content – especially with press releases and suggested uses of internal site nofollow other than for “PageRank sculpting”.

http://video.google.com/videoplay?docid=1830519162896248638

SES London Day One Photos

Let’s kick things off for SES London 2008 with a few photos:

The Business Design Centre Islington
Business Design Centre – Cool venue for a conference

Matt, Sock Puppet and Greg
Matt Bailey getting the sock puppet treatment from Greg Jarboe, pre-conference

Frank and Li
Frank Watson and his budda belly gets rubbed by Li Evans

Kevin, Kevin, Kevin2 Boss, Stewart
Kevin Heisler, Kevin Ryan, Gary Lynch and Stewart Quealy from Incisive

Mike Grehan Dr Ralph Wilson
SES London co-host Mike Grehan and Keynote speaker Dr. Ralph Wilson

SES London Registration
Registration

SES London Exhibit Hall
Exhibit Hall

Dave, Edward and Ralph (Fantomaster)
Dave Naylor, Edward Cowell and Ralph Tegtmeier, aka Fantomaster duing the Organic Listings Forum

Mike Grehan
Mike Grehan moderates the Organic Listings Forum

Andy, Dixon, Kristjan, Mel, Brian
Andy, Dixon, Kristjan, Mel, Brian

Matt and Rebecca
Matt McGowan and Rebecca Lieb

Frederick Marckini iProspect
Frederick Marckini from iProspect giving day one keynote

Be sure to view many more photos from our SES London 2008 Flickr set.

The Fallacy of SEO Celebrity

I am curious if anyone else has noticed a trend over the past year or so where people (I have nobody specific in mind) in the search marketing business seem to increasingly gravitate towards becoming a “SEO celebrity”. It’s a bit like like moths to a flame, really.

A while back, I had a search marketing job candidate answer the, “Where would you like to be in 2-3 years?” question with, “I want to be a famous SEO”. “Why?” I would ask. “Because that’s my goal”. Fair enough, but it’ll be tough to pay the bills with a wallet full of famous.