Online Marketing Blog

WARNING: This post is based on a Marty Weintraub presentation.  If you have seen Marty present, then you understand the warning and are probably smiling.  For those of you who have not, just remember you were warned, although this text doesn’t do justice to Marty IRL.

All kidding aside, Weintraub, CEO of aimClear, is a talented presenter that has a passion for his subject matter, Facebook.  In “Killer Facebook Targeting Tactics” at SES Toronto, Weintraub focused primarily on behavioral targeting. You know, identifying the behavior of your ideal audience and target/market accordingly. Sounds simple until you consider the millions of ways a marketer can slice and dice audience segments in Facebook.

Facebook marketing is a big topic and this presentation was specifically focused on Facebook ad targeting.

Really, truly understanding the competitive landscape can help pave the way for a successful search engine marketing program.

Chris Boggs led a panel discussion at SES Toronto on Competitive Analysis – What tips and tools can get you the vital competitive information that every SEO needs. According to Boggs, “Competitive analysis is one of the most exciting and important tactics (SEOs) can do.

The session was segmented into 3 areas of focus: on site research,off site research and PPC research.

On Site Research

Marios Alexandrou, Rosetta

When conducting on site (i.e. within your competitor’s site) competitive analysis, start by:

1) Asking yourself, “what companies should I look at?”  Compete.com can come in handy here.  Enter a handful of competitors and look for companies with high traffic. These are the companies that will likely have characteristics that will help inform your SEO approach.

Moderated by Jonathen Allen, the SEO is Dead. Long live SEO! session included a number of “salty dog” SEO experts: Terry Van Horne, Jim Hedger and Garry Pryzklenk.

Essentially, the key questions discussed in this panel centered around what is it that we’re doing as marketers that could be considered as SEO vs. Marketing.  Other topics included: Google +1, personalization, evolving nature of SERPs, “Trust Rank”, analytics and other technical aspects of SEO were discussed.

Moderator: What does search engine optimization mean anymore? The thing about SEO is that there are many technical considerations. What ranking factors still matter? Should we still be considering tags, H1, Titles, etc.

Terry: Title tags are one of the biggest factors.

In my preview post for SES Toronto, I counted John Alexander’s Keyword Forensics session as one of my “Must See” presentations for the 2011 conference. The promise of really digging down into keyword discovery and keyword analysis techniques sounded far too good to pass up. After all, keyword research is an essential part of any SEO process.

The session starts with an inspiring quote on the projector “Keyword Forensics – Exploring the Hidden User Search Behavior for Keywords That Are Often Missed by Keyword Researchers.”

I research keywords!  What am I missing?

Here are some good nuggets from the presentation:

Understand the Difference Between Keyword Research vs. Keyword Forensics

Keyword Research: Researching identified keywords to determine which phrases will provide the most search traffic.

If you’re wondering, “Who’s Brian Larson?”, you’re not alone. Before I jump into the details of some of the can’t miss sessions at the upcoming SES Toronto conference, I’ll borrow a line from Austin Powers: “Please allow myself to introduce…myself.”

I’m a SEO Account Manager at TopRank Online Marketing – which means I have the enviable job of developing and managing SEO programs for several TopRank clients. One of the many benefits of my job is that I have the opportunity to work daily with some of the most intelligent and forward thinking companies around (you know who you are).  As I head to SES Toronto, I go with my clients’ goals and needs at the front of my mind.

The SES New York 2011 conference wrapped up last week on the heels of one of the biggest Google updates in recent years.

And although there was enough Panda talk to make a passerby think we might all be zookeepers, there were other themes running through the conference as well including content, paid strategies and tools, tools, tools.

Here’s a quick recap:

Panda: The Aftermath, as it was called essentially recapped what TopRank and other content advocates have been saying along.

Create unique, quality content that is written first for the target audience and second for the search engines. It’s those who have been living dangerously – or maybe just naively – creating what’s now referred to as shallow content who likely got hit the worst.

Content, Content, Content.

After attending search conferences for a few years now, it seems only right that content is getting some time in the spotlight. This week at Search Engine Strategies (SES) New York, I had the great pleasure of presenting on the topic of content marketing.

For so long talk has been about how to optimize and then how to promote – but we’re circling back around to meat and potatoes of online marketing which is the content.

Without it, what are we optimizing and promoting? Oh no, please don’t say it’s your static product pages… Well, if it is (and we’ve all been there), it is most definitely time to look at content marketing and what it can do to take your brand to new levels of customer engagement and acquisition.

Since 2005 or so, I’ve been pretty active speaking at conferences all over the world. Some of the cities I’ve been to for speaking engagements include: San Francisco, Chicago, Washington D.C., Boston, Detroit, Hong Kong, Auckland, Sydney, London, Barcelona, Toronto, Minneapolis and Park City, Utah. But to this day, my favorite city for a conference is New York.

All of the cities I’ve listed above have many great things going for them, but there’s something about New York that stands the test of time to me as the best city for a search and online marketing conference. This is a timely observation of course, since SES New York is coming up fast, March 21-25.

I’m a bit of a travel bug and my third trip to London didn’t disappoint. SES moved its venue to the center of London, literally across the street from Westminster Abbey and a short walk to Houses of Parliament, Big Ben, the London Eye and many other well known landmarks.

Whether a conference happens in amazing places like London or New York, there are a few things I try to do in order to maximize the value from attending including speaking of course, but also networking, connecting with media opportunities and creating content. Here’s a rundown of some of that before and during SES London.

The last session of the day on the last day of SES London was on Social Media in the Marketing Mix with Kristjan Hauksson of Nordic eMarketing in Iceland and Mel Carson of Microsoft in London.

Kristjan started things off: What happens when a volcano goes wrong?  He recounted the situation last year when Eyjafjallajokul erupted (say that 3 times fast – I dare you) and so much ash spread into the atmosphere that hundreds of planes were grounded from flying.  This, you can imagine, had a dulling effect on Icelandic tourism. Iceland regularly has more tourists than there are people who live there.

Understand that everything we do in broadcast and digital needs to take advantage of all channels available.

The first session of the day for me here at SES London is a topic I’ve been interested in for a very long time: video marketing and optimization. It’s a great panel featuring Jonathan Allen from Incisive Media, Paul Carff from Google and Will Critchlow from Distilled. All three speakers offered plenty of interesting tips.

First up is Paul Carff from Google who is a Developer Advocate that helps people learn about and use APIs.

YouTube is the #1 online video site with 2 billion streams per day. 70% of all online video viewing happens on YouTube. Online video is the fastest growing medium in history. 52% of people took action as a result of watching video online. 77% of Americans online watched a video last month. The amount of time people spend watching online video is growing. Their attention and engagement is higher than traditional broadcast.

My final liveblogg session of SES Chicago is all about SEO for Blogs and Feeds aka blog optimization. This is a session I know a little something about, having presented on it at SES 4-5 times over the years.

Moderated by Adam Audette, the speakers included Sally Falkow and Michael Gray.

Sally opened things up to talk about Feeds. All blog platforms come with Feeds but there are many other things you can do with feeds. There are many types of feeds including a feed specifically for video. Sally says it’s pretty straightforward to create a RSS feed.