Archives for July 2009

Mike Grehan & Stewart Quealy Interview: Co-Chairs Search Engine Strategies

mike stewart sessj 09If you’ve exhibited, presented or moderated a Search Engine Strategies conference, it’s more than likely that you’ve had the opportunity to meet Stewart Quealy, VP, Content Development at Incisive Media, parent company to Search Engine Strategies, Search Engine Watch and ClickZ. Stewart (L), along with Mike Grehan (R) were recently named co-chairs of the SES Advisory Board, which is charged with shaping the future direction and ongoing growth of the SES conference.

The SEM legend, Mike Grehan, is global KDM officer with New York based Acronym Media. He’s been involved with online marketing since 1995 and is recognized in the industry as an expert in the search marketing field. He’s programmed many SES London events and has written multiple books and white papers on search marketing.

Subscribers Are Vital For An Online Marketing Growth Strategy

growth1If you’re interested in building a flourishing online brand and web site that generates links and traffic organically as part of your internet marketing efforts, it’s important to develop an active base of subscribers and fans.

Subscribers and fans i.e. “a community” are a key ingredient of popular web sites. They are integral to increasing the reach of your communications steadily month after month. If you don’t have a passionate, interested group of people subscribed to your site now, put a plan in place to acquire them. Building an active community is a pillar of successful social media marketing.

Some of the top reasons subscribers and fans are a vital element of an online marketing growth strategy include:

The ~11% of web users who know to use RSS include the users savvy enough to be web publishers

18 Questions to Assess Readiness of Content SEO

digital asset optimizationA big part of helping companies with Search Engine Optimization and content based marketing efforts is to assess the assets available. Digital Asset Optimization (DAO) involving multiple media, file types and distribution/search channels isn’t going to be efficient or effective unless there’s a firm grasp of a company’s available media and content production processes.

When TopRank works with prospective companies that want to take advantage of search and content based marketing, we go through a discovery process with them.

Here are a few of the questions companies should ask themselves to determine readiness for optimizing digital assets:

Resources:

  • Is there a person or committee that “owns” the search marketing or social media marketing initiative?
  • What departments, business units, cost centers and approval entities will be involved with the SEO program?  Social Media?

Use A Creative Commons License As An Online Marketing Tool

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image credit: Sergio Tudela via Flickr (cc 3.0)

A Creative Commons license is an simple way to encourage others to share, remix, and reuse your digital content. If you’re publishing material of any variety to the web and looking to have it spread, licensing your work under Creative Commons is smart as it actively encourages sharing with permission and attribution.

“Obscurity is a far greater threat to authors and creative artists than piracy.”Tim Oriely

With the release of Chris Anderson’s new book, Free: The Future of a Radical Price there is a heated debate going around the web about the idea of free. I’m not going to get into the economics of free, but purely from a marketing perspective, free is the great equalizer. Especially when talking about digital content, talented producers can leapfrog gatekeepers and get noticed fast. Creative Commons was designed to work with what the web naturally does, and that’s share the best content freely without resistance.

5 Tips on Hiring and Getting the Most Value from SEO Consultants

searchWhile Google offers advice on hiring SEO consultants, there’s not much information about how to get the most value afterwards.  There’s an impressive amount of information and resources for webmasters on SEO related topics, but I’m pretty sure Google as a company has never hired a SEO agency and therefore isn’t in the client/vendor relationship advice business.

Having worked as a consultant for well over 10 years in the SEO space with hundreds of companies, large ($100bn) and small (un-funded startup ca 2001), there have been many opportunities to learn the ins and outs of working with companies to effectively provide SEO related services.