TopRank Marketing Editor

Session: Mobile Search Optimization

iphone.jpg

Mobile search optimization is not something that users should be thinking of, but it’s something they should be doing now. Rachel Pasqua of iCrossing said there are 2.3 billion mobile subscribers compared to 1 billion computer users. It’s easy to forget that not all jobs require the use of a computer on a daily basis. But, most jobs require a mobile phone to stay connected.

Mobile Panel

Gregory Markel of Infuse Creative stated that WAP or .mobi is no longer dominating the mobile scene. With the introduction of the iPhone, the Nokia s60 and Opera Mini True Web Browser, the real web is quickly becoming available. However, most users don’t have those phones yet and we need to start optimizing sites for mobile phones that are currently in the mass market.

TopRank Marketing Editor

Session: Writing for Search Engines

TopRank Marketing Editor     Online Marketing, Search Engine Strategies, SEO, SEO Tips

Writing for Search Engines

“Writing for Search Engines” is a long standing session by Heather Lloyd-Martin and Jill Whalen. It’s a great session covering the basics of SEO friendly copywriting and a good primer for those new to SEO.

Search Engines are constantly improving their ability to sniff out the spam and de-value irrelevant links such as those from link farms. They are making the same kinds of improvements to the indexing, categorization and sorting of web pages in the search results.
In order to make it easier for search engines to do their job, it’s important to incorporate the keywords for which you wish to be found in your site content, title tags and meta descriptions. Now when people search for those keywords, there’s a greater likelihood that search engines will rank the web site higher than a competitor site who doesn’t have relevant keywords in the content and links of their site.

TopRank Marketing Editor

Session: Winning the Search Engine Lottery

TopRank Marketing Editor     Online Marketing, Search Engine Strategies, SEO Tips

Intro to Search Marketing

Day 1 of the Search Engine Strategies Expo in San Jose got off to a really fruitful start with Danny Sullivan giving us a lottery tip. His session, Introduction to Search Marketing, gave us good examples on how to buy tickets and win big in the search engine lottery.

Emphasizing the importance of title tags, meta tags, meta keywords, Danny explains many ways to optimize a site to be found more easily by all visitors, human or otherwise. He discussed how to research the best keywords to place in the content for your site, stating that if you don’t have enough time to do a huge amount of keyword research, “go with your gut”. You know your users. You know your site. What would you search for to get to your site?

Lee Odden

The Cost of No SEO Migration Plan

Lee Odden     Online Marketing, SEO, SEO Tips

A long time client of ours is re-doing their web site after 5 years and we’ve been in discussion with them about the need for a SEO migration plan. The developer wants to use a new platform for the site, meaning urls are going to be different. This is an ecommerce site with thousands of product and category URLs so the move to the new platform needs to be executed correctly or it could go very badly as far as search engine visibility.

Shortly after explaining this to our client I was reading a prominent PR web site that listed various resources to “digital PR” articles. I clicked on one and came upon this from Entrepreneur.com:

notfound-sm.gif

The text is small, so I’ll put it here:

Lee Odden

Gain Client Support for Successful Search Marketing

One of the most critical early achievements for a successful search marketing project is to gain company-wide support on the client side. Without buy-in from the team members that live and breathe the client’s industry, a successful campaign will be difficult.

In our experience, it’s the client staff that interact with customers that have the best idea of what those customers want. They know the pains and issues faced; they understand the solution that the customer is looking for.

A successful search marketing program taps into the needs of the customer. This is how to grab their attention. Without understanding those needs, engaging them can be problematic.

Thomas McMahon

10 things to keep in mind when changing a site design.

Thomas McMahon     Online Marketing, SEO Tips

When you create a new site design, you should always remember a few key points. If you don’t, not only is it bad for search engines, but also visitors.

  1. Consider keeping the same file naming structure so that it will be easier for spiders to re-crawl the new site and peoples bookmarks don’t return 404 error pages.
  2. 301 Redirect all old or changed URLs to the new corresponding page.
  3. Create 404 error pages so that when errors occur, visitors get a nice message with the site’s look and feel.
  4. Look for broken links that may have come up as the site architecture changes a bit.
  5. Create a site map for your visitors so if they feel lost, they have a listing of all the pages on the site.
TopRank Marketing Editor

Session: Big Ideas for Small Sites & Small Budgets

This session covered things from what a small business owner should be paying attention to, what you shouldn’t, and gave ideas, tips an information for the small business owner. All great tips to consider when trying to compete with the larger companies.

  • Stop algorithm chasing and forget about magic formulas like % of keywords on the page.
  • Link age is becoming more and more important.
  • Click backs becoming more important. Example: If someone clicks on your listing in Google, then returns seconds later to the Google results, it tells the engine that that ranking wasn’t a good match for that person.
  • Latent Semantic indexing is becoming more important.
  • Speak the customers language and don’t just optimize for search engines.
Lee Odden

AllBusiness.com SEO Videos

allbusiness-video-screencap-300.jpg
I just noticed today that AllBusiness.com had posted the basic SEO videos from the shoot we did a month ago or so. Most of them are pretty short little snippets and turned out ok, but I think we’ll shoot some in our office so we can do multiple takes. I had very little sleep the night before and it appears my facial muscles have a mind of their own.

Lee Odden

More SEO Goodness from Matt Cutts

Lee Odden     Google, Online Marketing, SEO, SEO Tips

I see Matt has added 3 more videos including:

Session 4: Dynamic URLs, Sitemaps and Geotargeting
Session 5: (Adds background) 301 Redirects, Content Themes, Dynamic to Static URLs and Split A/B Testing
Session 6: Supplemental Results
I think there is a lot more to learn from this than just the content of Matt’s videos. It’s also an exellent example of creating excellent content which can produce an abundance of links and traffic.

Maybe “RocketGoogle” isn’t such a great name. Since these are really the opinions of Matt Cutts and not Google per se, then maybe RocketMatt? Or MattBoom?¬† Oh, and be sure to note the disclaimer.

Lee Odden

Interview with Laura Lippay of Yahoo

Spotlight on Search Interview with Laura Lippay, SEO Program Manager for Yahoo

We’ve been on a bit of a “Spotlight on Search Interview” hiatus the past few weeks, but I can assure you this one is worth the wait. Today we have a very nice interview with Laura Lippay, SEO Program Manager for Yahoo Media Group. I first became aware of Laura’s SEO wisdom via her animated stick figure avatar in Jill Whalen’s High Rankings SEO forum. Dispensing excellent advice to newbies and old timers alike, Laura has gone from circus performer extraordinaire to Flash-superstar-wannabe to a dream gig as an in-house SEO for Yahoo. I want to say thank you to the exceptionally thorough legal and marketing folks at Yahoo for letting Laura do this interview. Now on to the good stuff.

Lee Odden

DM News Guide to Search Marketing

DM News has announced the next edition of their Essentials Guide to Search Engine Marketing (pdf). Editor in Chief Mickey Alam Khan says:

“Packed within these pages are articles from executives at the nation‚Äôs leading search engine marketing firms, agencies and consultancies. Also inside is commentary from two of the top three search engines, Yahoo and Microsoft. These experts offer tips, best practices, case studies and research on almost every topic under the search sun.”

Lee Odden

SEO Tips – Let the Spider Crawl

Lee Odden     Online Marketing, SEO, SEO Tips

Over time I plan on adding more scheduled topics and features to Online Marketing Blog. The most recent has been the “Spotlight on Search” series of interviews. The newest is, “TopRank Basic SEO Tips” which will cover fundamental how-to’s on search engine optimization. The SEO tips topics will be motivated by client and prospect questions that our team answers daily.

So on to the first TopRank Basic SEO Tip: Let the Spider Crawl

For most sites, one of the first things we check is to make sure the site crawler friendly. “Crawler friendly” you say? What the heck does that mean? Search engines find sites mostly by following links from sites that are already known to find new sites and pages. The sofware programs that search engines use to perform this task are often called “Bots” or “Spiders”. You get the analogy right? “Web”, “Spiders”, “Crawl”.