Linkbuilding has to be one of my favorite aspects of SEO. All too often people use the analogy of linkbuilding being a popularity contest. As someone who views linkbuilding in a somewhat different light – and as someone who was considered by only his parents as ‘cool’ – I think it’s time to put that analogy to bed. Yes, being the sexy-fun brand will undoubtedly drive links for your site. But in my opinion, it’s the quality of the information on the page that will not only help you succeed in proactively acquiring links, but will also inspire others to link to your page. Or to return to the analogy, the cool kid might start out with the lead, but it’s the smart kid (see nerd) who ends up winning in the long run.
Search Engine Strategies
The final day of SES New York wrapped up with a series of the top rated sessions from other SES conferences. One of those sessions was a presentation on “Content & Customer Optimization” by my boss TopRank Online Marketing CEO Lee Odden (@leeodden).
I for one was impressed that on the final day of the conference and the last session of the day the room was packed and people were ready to learn.
Lee began by polling the audience to see what mix online marketing expertise was present in the room. There were a smattering of SEO practitioners, copywriters, agency marketers (like myself), and those working client side. Below I’ve included what I considered to be some of the highlights from Lee’s presentation.
If your company is throwing around the idea of building a landing page or series of landing pages it is first important to understand what they are, as well as the elements that go into creating an effective landing page.
At their core landing pages are simply a single web page that contains a form that inspires your customers to take the next step. While seemingly simple, many companies are not properly implementing their pages.
Last week at SES New York I attended a session by New York Times Best Selling author and SES Advisory board member Bryan Eisenberg (@thegrok) on “The Anatomy of the Perfect Landing Page”.
Have you worked yourself to the bone on a video marketing campaign only to see the results fall flat? Do you have a wealth of video content but are unsure how to leverage it effectively to serve your marketing objectives? Can your presence on YouTube be summed as ‘well, we have a channel’?
If you answered yes to any of those questions, you’re not alone. Getting results through your video marketing efforts can be a challenge if you don’t have the right game-plan. However, you’re in luck! At day 2 of SES New York TopRank CEO Lee Odden moderated a panel discussion with leading industry video marketers.Their stellar tips and insights that can be found below.
If you’re a marketer with business objectives tied to online conversions, landing pages are likely part of your marketing mix. While landing pages have a proven track record of serving as a lead generation funnel and producing solid ROI, not all landing pages are created equal. Enter the process of testing and refining your landing page in order to deliver maximum result – aka landing page optimization.
With so many variables, such as: traffic source, imagery, language and CTA; there is a lot to consider when optimizing a landing page for optimal performance. So how does one develop, implement and refine a process for testing all these elements to produce an effective landing page?
Understanding the way that search engines like Google and Bing crawl your sites for duplicate content is not always easy to follow. What exactly are the rules, and what are the ramifications for not following the rules?
This presentation by a group of industry experts focused on gaining an understanding of how search engines read your content, as well as what steps you can take to avoid penalization for your content.
Peter van der Graff: Redirecting Duplicate Content
We always assume that Google knows best, but is that necessarily true? According to Peter finding a formula that works 100% of the time is no easy task. He opened up with a great example “If you have a 301 redirect and you tell Google to go left, they’ll probably go right.” You could end up implementing a 301 redirect and when you request the location a cached version of the site may still appear instead of the redirect you intended.
This afternoon I attended the panel presentation titled ” Local Myth Busters – Local Optimization Facts Proven or Debunked” which featured four very knowledgable panelists who provided a great mix of instruction and high level tactics. This session was very focused on Google Places and finding a way to stand out from your competition.
If you are responsible for local marketing or would like to begin implementing a local/mobile marketing strategy these are some tips you don’t want to miss. Below I have included what I considered to be highlights from the presentations.
Traditional SEO & Citations: Andrew Beckman (@Andrew_Beckman)
When implementing traditional SEO you’re on the hunt for backlinks. When deploying a local search strategy you want to populate your “place” data among different channels in a cohesive way. Citations (or mentions of your business) are key for ranking algorithms from search engines like Google. How can you determine the value of a particular citation?
There could not have been a better way to kick off #SESNY than a morning keynote from Avinash Kaushik (@avinash). It didn’t matter if speakers had last minute slides to create or attendees stayed out until all hours, everyone made sure they were there.
This is the second time I’ve seen Avinash and he does not disappoint. He presents the perfect combination of tactical tips and humor that both entertains and educates the crowd. I’d like to share with you our readers the 7 things that I learned this morning from Avinash. I hope you find them as useful as I did.
SES New York kicks off on Tuesday March 20, 2012, and I for one cannot wait. Along with TopRank CEO Lee Odden who is speaking at the event, myself as well as one of our rockstar Account Managers Brian Larson will be attending and live blogging many of the scheduled sessions.
Based on the speaker lineup this years conference is sure to be filled with stories, tips, and tactics that any online marketer can put to good use. This post is a combination of the sessions Brian and I plan on attending as well as a little bit about our take on the Big Apple. Hope to see you all there!
Ashley Zeckman: #SESNY Session Highlights
Tuesday March 20, 2012
Business Optimization in a Digital Age
Avinash Kaushik, Digital Marketing Evangelist, Google
In one month my new book Optimize will be available on Barnes & Noble, Amazon.com and many other booksellers on and offline. It’s been one heck of a journey so far and I’m really looking forward to sharing the key concepts and insights from the book with Search Marketing, Public Relations and Content Marketing professionals all over the world in the coming months.
So many people have reached out to me, unsolicited to offer help promoting the book, to review it and to have me speak at their event and I am truly amazed at what a super community we have with TopRank and our blog. The next few months will be an Optimize speaking extravaganza of sorts and I’m looking forward to meeting readers of our blog, fans, friends and followers on the social web and other likeminded “optimize and socialize” advocates for content marketing.
What good is great content optimization and social media promotion without meaningful measurement? This session at SES London focused on three different perspectives towards measuring performance which were as relevant to any online marketing as they were to Search Engine Optimization.
In fact, that notion of “SEO is Marketing” lends really well with the trend a lot of people are talking about in the online marketing industry. Many SEOs are building up more strategic skills and approaching optimization more holistically. Ironically, this is my topic next week at Search Congress in Barcelona so this session proved to be quite useful for a more holistic online marketing measurement perspective (with a SEO slant).
I really lucked out after moderating the morning session at SES London on Social Media Tools by joining the SEO Tools of the Trade session that followed. Both sessions had great speakers and I’ve decided to combine my notes for both into one post about social media automation tools and SEO tools.
The sources for the SEO tool recommendations include: Richard Baxter of SEOGadget, Dave Naylor from Bronco, and Neil Walker from Just Search. The social media tool recommendations came from Andrew Girdwood from bigmouthmedia, Paul Madden from Automica and Marcus Tober from SearchMetrics.
Before I get into the list of tools, I feel compelled to share a quote that I’ve often used to give people context for tool use, since it’s so important to use them for scale, efficiency and to gain a competitive advantage: