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TopRank Online Marketing

Enterprise Level SEO Is Not For The Weak

6 Comments | Posted by TopRank Online Marketing on Aug 24th, 2010 in Marketing PR Conferences, Online Marketing, Search Engine Strategies, SEO |

Enterprise Level SEO Panel At SES San Francisco

Thanks to Ray ‘Catfish’ Comstock for providing the title of this post with his opening remarks during the session.  Joining Comstock on this panel, moderated by Seth Besmertnik, CEO, Conductor, Inc.:

  • Crispin Sheridan, SES Advisory Board & Sr Director of Search Marketing Strategy, SAP
  • Bill Hunt,  SES Advisory Board & President, Back Azimuth Consulting
  • Guillaume Bouchard, Co-founder and CEO, NVI

As a good writer and analyst, I have to ask ‘why’ for even the most obvious problem posed.  So why is enterprise level Search Engine Optimization (SEO) not for the weak? The obvious answer: a lot of people, a lot of content.  Enterprise is difficult because management of a lot of content and people is difficult to scale.

TopRank Online Marketing

The Four Pillars of Building Instant Trust Online – Tim Ash Keynote

12 Comments | Posted by TopRank Online Marketing on Aug 23rd, 2010 in Marketing PR Conferences, Online Marketing, Search Engine Strategies |

Websites and landing pages face very real trust issues – for consumers they can be a scary and uncertain place. Before people will take a desired action, their concerns and anxieties must be addressed. But how can you do this on landing pages when you only have seconds to establish trust?

Tim Ash, SiteTuners CEO and bestselling author of Landing Page Optimization , shared how to effectively use the Four Pillars Of Trust and optimize your online conversion goals.

Tim started by reiterating what we know – it’s not about technology, it’s about people. If you’re going to transact with anyone it’s all about building trust.

We can’t function without trust, we are social beings. If we are going to cross the street, we have to trust that people driving cars will see the red light. Trust is critical, it’s the glue that holds everything together.

TopRank Online Marketing

B2B Marketing Tips From SES SF

2 Comments | Posted by TopRank Online Marketing on Aug 20th, 2010 in B2B, Marketing PR Conferences, Online Marketing, Search Engine Strategies |

B2B Marketing TipsWhat’s the quickest way to catch a fish? Offer the right bait.

What’s the quickest way to get a B2B marketer to an SES session? Title it ‘B2B Marketing Tips.’

What’s the quickest way to get you to read this post? By diving right in to the top 5 tips shared:

  1. Your conversion goals must become more sophisticated**
    Yes, probably even yours.  For the simple reason that you should always be testing and always be experimenting with something new.  The keywords that convert today may transform into completely new derivations tomorrow.  Always be tracking and always be testing.
TopRank Online Marketing

Real Time Storytelling – SES SF

Comments | Posted by TopRank Online Marketing on Aug 20th, 2010 in Marketing PR Conferences, Online Marketing, Search Engine Strategies, Social Media |

real time storytellingFor mainstream media to survive, if not thrive, it must integrate with the social web and create engagement surrounding content.  For social media to remain relevant and compelling, it must work in tandem with news organizations to create a symbiotic storytelling relationship.

The future may be a stream with the authenticity of the social web and the reach of mainstream media.

Lead by moderator Khris Loux, CEO & Co-Founder, Echo this panel took a bleeding edge look on real-time story telling through an open discussion and Q&A.

Panel participants:

  • Dan Schmidt, Senior Product Manager, CBS Interactive
  • Andrew Lyons, Commercial Director, UltraKnowledge
  • Dermot Waters, Senior Director of Product Development, CNN.com
  • Louis Gray, Managing Director of New Media, Paladin Advisors Group
TopRank Online Marketing

Is It The SEO Metrics Or The Connections Between?

2 Comments | Posted by TopRank Online Marketing on Aug 20th, 2010 in Marketing PR Conferences, Online Marketing, Search Engine Strategies, SEO, Web Analytics |

Meaningful SEO Metrics at SES San Francisco Ultimately, to measure Search Engine Optimization (SEO) success, you aren’t necessarily looking at individual metrics – you are looking for a connection between the metrics – and the resulting affect on revenue.

If my lead seems to negate the name validity of the SES San Francisco session, ‘Meaningful SEO Metrics,’  it is completely unintentional.

Moderated by John Marshall, CTO of Market Motive and SES Advisory Board Member, this excellent session featured on its panel:

  • Richard Zwicky, Founder & CEO, Enquisite
  • Ray “Catfish” Comstock, Director of SEO, BusinessOnLine
  • Jon Glick, VP of SEO and GM European Web Properties, Become.com

“Infinitely measureable means adjustable,” opens Zwicky.  “And online marketing is completely measureable.”

TopRank Online Marketing

Website Analytics vs. The Myth of 100% Accuracy

9 Comments | Posted by TopRank Online Marketing on Aug 19th, 2010 in Marketing PR Conferences, Online Marketing, Search Engine Strategies, Web Analytics |

Deep Dive Into Website Analytics At SES San FranciscoLet’s get this out of the way.  100% accuracy does not exist in website analytics.  Repeat. 100% accuracy does not exist in analytics.

What does exist in analytics is data – lots of it – and with this comes fear.

Fear of looking at the wrong data.  Fear of where to start.  Fear of analytics failure.

This fear will only dissipate with knowledge.  Knowing that analytics will never be perfect is a critical first step and a cornerstone shared during the session ‘Deep Dive Into Analytics’ at SES San Francisco.

Bryan Eisenberg, SES Advisory Board and NY Times bestselling author, moderated this session which included on its panel:

  • Tami Dalley, Director, User Experience Optimization, ROI Labs
  • Marty Weintraub, President, aimClear
TopRank Online Marketing

Mobile SEO: It’s About The Value, Not The Viral

6 Comments | Posted by TopRank Online Marketing on Aug 19th, 2010 in Marketing PR Conferences, Mobile, Online Marketing, Search Engine Strategies |

Mobile SEO At SES San FranciscoTake a deep breath if you feel one step behind in terms of mobile Search Engine Optimization (SEO).  If the crowd size for the session Getting Mobilized! Mobile Marketing Strategies at SES San Francisco is any indication, you are in quite good company.

The session, moderated by Paul Cushman, Senior Director, Mobile Sales Strategy, Yahoo!, featured on its panel:

  • Cindy Krum, Chief Executive Officer, Rank-Mobile, LLC
  • Sandeep Aggarwal, Managing Director, Internet & Software, Caris & Company
  • Michael Martin, Owner, Mobile Martin

“Mobile is a channel, not a strategy,” states Kushman. “Channels may change, but marketing strategy is marketing strategy.”

Creation of a mobile app (whether for iPhone or Android) for no other reason than to launch something ‘really cool’ carries roughly the same weight as creating something viral just to create something viral.  Both are fun, both are consumed, and both are easily forgotten.

TopRank Online Marketing

Blog Marketing & SEO: A Recipe For Success At SES SF

One Comment | Posted by TopRank Online Marketing on Aug 18th, 2010 in Content Marketing, Marketing PR Conferences, Online Marketing, Search Engine Strategies |

Lee Odden & Sally Falkow At SES San FranciscoIt’s been several years since I have seen TopRank CEO Lee Odden contribute to the panel ‘SEO Through Blogs & Feeds,’ so I was eager to sit in on this session to close out my first day at this year’s SES San Francisco.

Joining Odden on his panel, moderated by Craig Macdonald, Senior Vice President and Chief Marketing Officer, Covario, was PRESSfeed President Sally Falkow.

As Odden states, creation and promotion of a successful business blog is just as simple and just as complex as planning a friendly dinner party. How, exactly? More on that shortly.

While Odden opened the session, let’s begin with insight from Falkow as her remarks help expand the notion of traditional blogging.

“According to Google,” Falkow states, “a blog is simply a webpage with a feed.”

TopRank Online Marketing

SES San Francisco Keynote: BJ Fogg On The Power to Change Behavior

6 Comments | Posted by TopRank Online Marketing on Aug 18th, 2010 in Marketing PR Conferences, Online Marketing, Search Engine Strategies |

BJ Fogg, Director, Persuasive Technology Lab at Stanford University gave the opening keynote on day 2 of Search Engine Strategies San Francisco.  BJ is perhaps best known for promoting the concept of “captology,” a word he coined to describe the overlap between persuasion and computers.

In his book, “Mobile Persuasion,” BJ proposes the theory that the mobile phone will soon become the most powerful channel for persuasion, more influential than TV, radio, print, or the Internet.

A visual explanation of captology:

Following is a summary of BJ’s key takeaways from his keynote – Hot Triggers: The Power to Change Behavior:

TopRank Online Marketing

Content Marketing Optimization – SES SF 2010

3 Comments | Posted by TopRank Online Marketing on Aug 18th, 2010 in Content Marketing, Marketing PR Conferences, Online Marketing, Search Engine Strategies |

TopRank Online Marketing CEO Lee Odden gave a solo presentation at Search Engine Strategies 2010 on content marketing optimization.  Following is a summary of Lee’s comprehensive presentation including 10 essential steps for your organization to achieve success.

The core of any search or social media marketing program focuses on content.  But what exactly is content marketing?  It’s creating and distributing relevant content to attract, acquire and engage customers which you know detailed information about.

It’s different than search – where you’re seeking in-demand phrases and creating content.  In content marketing, which grew out of the B2B marketing space, you’re developing personas.  In addition to this you should activate the intersection of search and content marketing.

TopRank Online Marketing

10 Actionable Clues & Predictions As To Where Search Marketing & Social Media Are Going Next

3 Comments | Posted by TopRank Online Marketing on Aug 18th, 2010 in Marketing PR Conferences, Online Marketing, Search Engine Strategies |

Search: Where To Next? at SES San FranciscoWhere do forward looking industries look when asked to look further?

This was the core question behind the SES San Francisco panel session, ‘Search – Where To Next,’ moderated by Graham Mudd, Vice President, Search & Media, comScore, Inc.

Joining Mudd were the following search marketing professionals / soothsayers:

  • Brian Kaminski, Chief Operating Officer, iProspect
  • Marc Poirier, Co-Founder and CMO, Acquisio
  • Shashi Seth, Senior Vice President, Search Products, Yahoo!

So where are search marketing and social media definitively heading? Would you believe that no one quite knows for sure?

That said, below find 10 actionable clues and predictions that can help guide our direction as search marketers:

TopRank Online Marketing

Conversion Optimization Secrets – 21 Must-Follow Tips – SES SF

4 Comments | Posted by TopRank Online Marketing on Aug 17th, 2010 in Marketing PR Conferences, Search Engine Strategies |

The average conversion rate for a website is around 3 percent, but many websites convert at 10 percent or higher.  What are they doing right that you’re missing?

Bryan Eisenberg, NY Times Bestselling Author gave a solo presentation on the secrets of top converting websites and how you too can achieve high conversion results.   Following is a summary of his presentation.

What exactly is conversion rate?  In essence, conversion rate is a measure of your ability to persuade visitors to take the action you want them to take.  It’s a reflection of your marketing effectiveness and customer satisfaction.  For you to achieve your marketing goals, visitors must achieve their goals first.

No one should settle for a conversion rate of less than 10%.  Looking at top retailers, many have conversion rates greater than 15% monthly.  What are they doing that you’re not?

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