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Archive for August, 2009


Jolina Pettice

SES SJ: Duplicate Content & Multiple Site Issues

Jolina Pettice on Aug 13th, 2009     Online Marketing, Search Engine Strategies, Search Engines, SEO

duplicate-content

It was standing room only for the SES San Jose session regarding Duplicate Content & Multiple Site Issues.

Shari Thurow of Omni Marketing started the session off by addressing why duplicate content is a concern.

When there are duplicate content issues it lowers the number of pages available to rank. Less pages to rank can equal less rankings which can lead to lower search traffic.

In addition, Shari mentioned something called ‘Crawler Cap’ which is the maximum number of pages a search engine will crawl of a particular website.

So, if your site delivers duplicate content:

  • it lowers index count
  • the best converting pages might not appear in search results
  • web pages from your shared-content partner sites (affiliates, syndicates) may have better search visibility
TopRank Online Marketing

SES SJ: White Hat Vs. Black Hat Social Media

TopRank Online Marketing on Aug 13th, 2009     Search Engine Strategies, Social Media

social-media-white-black-hat

Black hat techniques have long been criticized in search marketing. Some claim that these black hat practices have quietly been practiced in social media for years.  Others claim that black hat and white hat are meaningless terms altogether.

With the rise in popularity of social media among larger audiences, the idea of black hat practices are being called into question.  Where will the lines between white hat and black hat be drawn?  Is it even possible to do this?

There are dangers for both companies and individuals who engage the social web with unethical or black hat practices, and can include such risks as loss of reputation, banning from web services/networks and even PR backlash.

TopRank Online Marketing

SES SJ: Google on Converting Visitors To Customers

TopRank Online Marketing on Aug 13th, 2009     Google, Search Engine Strategies

google-session
Nitin Mangtani, Lead Product Manager at Google presented a sponsored session on converting your visitors to customers, specifically through the use of internal site searches.

Businesses spend a tremendous amount of time, resources, and capital on website development and online marketing initiatives.  Getting people to a site is a challenge in itself, but another key aspect is retaining those visitors and converting them into buyers or subscribers.

Google search has set a high bar for relevance, speed, and ease of use. Unfortunately most site searches don’t meet these high expectations: 85 percent don’t return what the user sought, and 80 percent of visitors will abandon a site if search functionality is poor (Jupiter Research).

Jolina Pettice

SES SJ: Beyond Googling: Where will Customers be Searching in 5 years?

Jolina Pettice on Aug 12th, 2009     Google, Online Marketing, Search Engine Strategies, SEO

beyond-googling

Beyond Google. Where will customers be searching in 5 years?

Dixon Jones of Receptional asks the audience: Who doubts life after Google? About half the audience raises their hand.

According to Dixon, there will be life after Google and we are already there. He cites Facebook as an example of a site that is growing links more quickly than Google.

He then goes on to discuss the Trust/Convenience Contract. This contract is illustrated when searchers trust Google to give them data, as opposed to going around knocking on neighbor’s doors to find the answer.

However,  Google isn’t the only choice anymore. Users can and do go to blogs, Facebook, Twitter to retrieve information often removing Google from the equation.

TopRank Online Marketing

SES SJ: Igniting Viral Campaigns: Leveraging Consumer-Generated Content

TopRank Online Marketing on Aug 12th, 2009     Search Engine Strategies, User Generated Content

igniting-viral-campaigns
Being somewhat of a fan of buzz marketing, day two starts with a panel I’ve personally been looking forward to.  Igniting Viral Campaigns:  Leveraging Consumer-Generated Content promises to unveil the “secret techniques” and technologies that enable companies to stand out and be talked about through a viral word of mouth buzz.

Aaron Kahlow, Chairman & Founder, Online Marketing Summit moderates this panel of speakers:

  • Brian Ellefritz, Senior Manager, Social Media Marketing, Cisco Systems
  • Matthew Liu, Product Manager, YouTube Sponsored Videos
  • Greg Finn, Director of Internet Marketing, 10e20
  • Barbara Coll, CEO, WebMama.com Inc.
  • Bill Leake, President and CEO, Apogee Search

Will they give away their secret sauce?

Each presenter shared a presentation, and following all 5 was a quick Q&A:

Jolina Pettice

SES SJ: Day 1 in Images

Jolina Pettice on Aug 12th, 2009     Online Marketing, Search Engine Strategies

Check out photos from Day 1 of SES San Jose 2009.

Google Booth - it just keeps getting bigger....

Google Booth - it just keeps getting bigger....

Greg Jarboe gets a new shirt!

Greg Jarboe gets a new shirt!

Hopping in front of the lens to take a pic with my pal, Meg Walker

Hopping in front of the lens to take a pic with my pal, Meg Walker

Down the Rabbit Hole for Search Bash

Down the Rabbit Hole for Search Bash

Adam Singer & smiley friends at Search Bash

Adam Singer & smiley friends at Search Bash

Who knew SEOs were dancers?

Where's Waldo or maybe the Mad Hatter?

Learn search engine strategies and social media marketing from 2009 SES SJ coverage by TopRank Online Marketing

Lee Odden

6 Simple Ways To Give Older Blog Posts Additional Exposure

Lee Odden on Aug 12th, 2009     Blogging

Showcasing Blog PostsAs blogs grow, and new content gets created, old blog posts can quickly get lost in the archives. As much as bloggers try to keep everything organized, it’s hard to ensure that all posts get the exposure they deserve. However, there are ways to help ensure that older posts get additional exposure.

1. Related Posts

On individual post pages, add links to other related posts. This shows visitors that there is more content on your blog that might be of interest to the reader. I’d suggest showing 5 posts as it gives a little variety without giving to many options.

Tip: Try out the Yet Another Related Posts Plug-in to integrate related posts into a WordPress blog.

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SES SJ: Turning The Social Web Into Real ROI

TopRank Online Marketing on Aug 11th, 2009     Search Engine Strategies, Social Media

social-web-roi

Day one of SES continues with the hot topic of turning the social web into real ROI.  Everyone knows the social web is essential to how we live our lives and stay connected, but many marketers aren’t finding returns on their ad spends.

Tim Kendall, Director of Monetization for Facebook moderates this heated session with speakers (R to L in the image):

  • Sean Heywood, Managing Partner, MR Barber Shop & Urban Lounge
  • Rogelio (Ro) Choy, Chief Revenue Officer, RockYou
  • Claudia Virgilio, Vice President Western Region, Performics

Focusing on best practices in how marketers can leverage the social web as a simple way to quickly build and manage effective campaigns, this discussion had valuable takeaways for marketers interested in social media advertising.

Jolina Pettice

SES SJ: Turn Web Analytics into a Money Making Machine

Jolina Pettice on Aug 11th, 2009     Online Marketing, Search Engine Strategies, Web Analytics

web-analytics-money-machine

SES San Jose 2009 is off to a rockin’ start and this afternoon I’m sitting in a session about turning web analytics into money.

Avinash Kaushik, from Google, shared this #1 rule with the audience:
Don’t Stink! If you do, nothing else matters.

To get started, figure out which pages Google has determined are your home pages (i.e. the pages they send traffic to) and fix those pages first. The biggest opportunity lies with these pages and reducing bounce rates.

How to Rock It!
1. Focus on user behavior
How many people purchase 0 days after visit, 1 day after and so on.

Try softening the call to actions on the landing pages, knowing that very few want to buy right now. Rather, most are researching and then will go back to the most helpful website to make a purchase. It’s not all about price!

TopRank Online Marketing

SES SJ: How To Optimize For Search & Engage The Community

TopRank Online Marketing on Aug 11th, 2009     Search Engine Strategies, SEO

search-and-community
Most people start with Google when they search for information, but increasingly users look to niche-specific engines like YouTube search when seeking entertainment.  Search engine marketers, digital media producers and entrepreneurs must create unique, relevant content that stands out if they hope to gain popularity in the Internet community.  Optimizing for search while engaging the community is part art, part science.

Kicking off day one, Greg Jarboe, President & Co-Founder of SEO-PR and author of “YouTube and Video Marketing: An Hour A Day,” shares insights into the intersection of search and community engagement in:  “How to Optimize for Search & Engage the Community:”

Jolina Pettice

SES SJ: Creating a Web Analytics Culture

Jolina Pettice on Aug 11th, 2009     Online Marketing, Search Engine Strategies, Web Analytics

What does Van Halen have to do with Search Marketing?

Let’s find out with John Marshall of Market Motive.

Marshall starts out by illustrating Van Halen’s very unique pre-show requests.

Specifically, Van Halen was very clear that in their dressing room, there should be M & M’s, but no brown M & M’s.

The business lesson of the brown M & M’s is ‘lose early’. They used the brown M & M’s as an indicator of whether or not the contract had been read. If not, then they knew everything needed to double checked including  many steps in the contract meant to protect the band and the equipment used during the show.

As a marketer, you will end up in situations where you cannot move the decision makers. So, if you are going to lose – lose early.

Jolina Pettice

SES SJ: Clay Shirky Keynote

Jolina Pettice on Aug 11th, 2009     Online Marketing, Search Engine Strategies, Social Networking

Clay Shirky, Author of Here Comes Everybody, kicks off SES San Jose 2009 as today’s keynote speaker.

He dives right in and shares a story about HSBC, which  launched a program to acquire new accounts from college students. In doing so,  some less-than-great details about the program like extra fees started to enraged those who had signed up.

Instead of students being upset, but having no way to congregate, an upset student decided to rally other students via Facebook starting a group called ‘Stop the Great HSBC Graduate Rip-off!!!’.

Before the offline rally could happen, HSBC stepped in and tried to right the wrong specifically because – as Shirky says  – “Their customers had become organized. Facebook has become not only a social network, but a site of organization.”

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