Lee Odden

Search Engine Strategies Blog

Lee Odden     Online Marketing

Danny Sullivan has launched a blog for the Search Engine Strategies Conference. (hat tip Aaron)

There have been 30 shows so far and the conference is now going into its seventh year. Here’s a great post about the history of SES. I think it’s pretty impressive what Danny and friends have made this show to be.

The next Search Engine Strategies conference is next month August 8 – 11 in San Jose – the heart of Silicon Valley. I’ve been to the San Jose and New York SES shows and San Jose is definitely my favorite. Yahoo and Google tend to do a lot of promotion there and it’s great to be at a conference where plenty of people “speak SEO”.

TopRank Marketing Editor

Advertising, the interactive way.

TopRank Marketing Editor     Online Marketing

and I went to the Battle for the HeArt last night in downtown Minneapolis and it was great. It was all about defining a new type of creativity because what was working, no longer is. People are blocking ads on the internet, switching channels during commercial breaks and not really paying that much attention to advertising. So, a new way of creating advertising is being created.

What it all boiled down to was interaction. If it’s not interactive, it’s not going to work as well.

Lee Odden

Paid Search Branding and Tools – ad:tech

Lee Odden     Online Marketing

In the ongoing effort to maximize advertising spending on paid search campaigns, companies are continuously looking for ways to improve efficiency and ROI performance. Vendors develop tools to help automate the labor intensive task of managing large paid search campaigns, but Dana Todd, CEO of Sitelab says, “Automation has not met up with reality.”

The “Paid Search and Keyword Optimization for Gurus” session covered a variety of topics dealing with paid search ranging from optimizing best practices to case studies of using paid search for branding.

First up was Dana Todd, who described her ideal, all in one, do it all, wish list for a bid management tool. She pointed out that tools that optimize against a return sound great, but are not always realistic.

Lee Odden

Optimized Press Release Distribution

Lee Odden     Online Marketing

Optimizing your press releases for important keywords is a great way to ensure visibility of your announcements via keyword queries on news search engines including Google News, Yahoo News, MSNBC Newsbot and Topix.net.

Search engine optimization techniques can be used with press releases as they are with any web document. Once your press release is optimized, using the right mix of newswire distribution services can have a significant impact on how effective your releases is at creating links.

Below is a list of press release distribution services that are search engine friendly and can offer an excellent channel for link building as well as getting your news distributed.


Lee Odden

Brand or Demand Search Engine Optimization

Lee Odden     Online Marketing

Should you optimize your web site for demand/lead generation or for branding? This session on search engine optimization by Barbara Coll of Webmamma and Rob Garner of Agency.com covered the basics of both.

Pay per click can help your organic search results in two ways:

  • Use pay per click to test keyword conversions and ad text
  • Pay per click using the best performing organic search phrases can increase the click through rates on the organic listings

Barbara Coll covered the basics of SEO (search engine optimization) by focusing on getting the “team” that will be involved in the site optimization project whether you need to convince them with facts or just bribe them.

Lee Odden

Where’s the Beef, Chief? CMO Panel ad:tech

Lee Odden     Online Marketing

From the challenge of managing hundreds of web sites to modest interactive budgets, the “CMO Panel: Delivering Digitally” session offered excellent insight into how top marketing professionals manage online/offline budgets, agencies and initiatives. Overall, all panelists were fairly satisfied with their performance with opportunities for improvement focusing on either paid search or organic and keen interest in opportunities with blogs.

Panelists included:

  • Catherine Muriel, CMO of E-LOAN
  • Mike Moore, Director, Purina Interactive Group
  • Steve Pinetti, SVP Marketing, Kimpton Hotel
  • Benjamin Hill, Senior Director, Global Marketing; Motorola

Moderator Susan Bratton asked the panelists to grade their efforts at leveraging the internet for marketing. Each panelist graded themselves in the “B” range but for a variety of reasons ranging from an emphasis on PPC to search and none on organic and vice versa.

Lee Odden

National Arbitration Forum Issues Decision on Google Web Addresses

Lee Odden     Online Marketing

The National Arbitration Forum announced that a ruling has been issued in favor of Google regarding rights to the Internet domain names googkle.com, ghoogle.com, gfoogle.com and gooigle.com.

Google Inc., represented by Rose A. Hagan, filed a complaint with the National Arbitration Forum on May 11, 2005 asserting legal rights to the Web addresses bearing close resemblance to Google.com.

Ruling in Google’s favor, National Arbitration Forum arbitrator Paul A. Dorf found that the other party, Sergey Gridasov, registered the googkle.com and ghoogle.com on December 30, 2000 and the domain names gfoogle.com and gooigle.com on January 12, 2001—after Google registered its domain in late 1999. The other party was also using the disputed domain names to direct Internet users to Web sites that attempt to download viruses, trojan horses and spyware to the users’ computers. The disputed domain names contain links to various products unrelated to Google.

Lee Odden

Lightning Strikes with New Blog Marketing Book

Lee Odden     Online Marketing

John Jantsch of Duct Tape Marketing who is a fellow AllBusiness.com blogger, has published a new 130 page e-book called, “Blog Lightning“, a step by step guide to building and promoting a blog.

The Blog Lightning e-book also includes 14 screencast video tutorials that show each step in the program. (sample here) I have to say, the screencasts make this e-book a foolproof way for anyone who is not familiar with blogging to get started.

Interest in business blogs is achieving significant momentum and Blog Lightning provides an excellent starting point for anyone that wants to create and market their own blog. Nice job John!

Tags: blogging, blog marketing

Lee Odden

Integrated Marketing Communications Client-Agency Tango

Lee Odden     Online Marketing

The “Client Agency Tango: IMC-Style” session presents the often complicated task of coordinating integrated marketing communications between multiple internal teams, outside agencies and vendors and also had nearly as many panel speakers as participants.

Underwriter’s Laboratories (UL) was in a unique situation with UL as a 110 year old company that just started marketing 5 years ago. A rebranding effort was handled by Slack Barshinger.

American Airlines offered an overview of their strategic positioning initiative handled by TM Advertising. The objective was to position American brand against low cost carriers by creating an emotional, human aspect to the AA brand. “We know why you fly” was incorporated into several channel promotions: TV, print, online, out-of-home and whyyoufly.com.

Lee Odden

How social technologies are changing business

Lee Odden     Online Marketing

This session was presented by Jennifer Rice, a brand strategy consultant. The presentation addresses blogs, wikis and forums, peer to peer networks, but mostly emphasized blogs.

Many aspects of our society are becoming fragmented, disconnected. The web helps re-create those connections. How we connect with people is changing, social networking.

Rice gave some good examples of how blogs can be a platform for communication outside of traditional channels also discussed the notion of the connected consumer. Consumers can do many things to affect your brand in a positive way using social technologies. Examples ranged from discussion forums where expert users of your products can answer questions from newbies to distributed storefronts. “You’re no longer in control of your brand” you can direct it, but there are other influences.

Lee Odden

ad:tech Keynote with P&G & Chrysler

Lee Odden     Online Marketing

This morning’s keynote included Ted McConnell, Manager Interactive Marketing Innovation for P&G and Jeff Bell VP Chrysler & Jeep.

First up was Ted McConnell from Procter & Gamble. He started out discussing the state of interactive: what’s working and what’s not working. He offers big kudos to the interactive industry for being so innovative and creative.

Last year there was a $9.6 billion spend on interactive out of $264 billion overall. That means only a 3.7% of total ad spend and interactive has been around 10 years. Why?

The underlying problem with interactive is acceptance. Interactive needs reliable, historical data to improve confidence for increased ad budgets. Engagement is the measure that can differentiate interactive. “If we don’t change we’ll never “break out” from the current level of spending.

Lee Odden

New ad:tech

Lee Odden     Online Marketing

Today is the first day of AD:TECH Chicago and I’ll be covering the following sessions:

  • Keynote with Ted McConnell, Manager, Interactive Marketing Innovation and Jeff Bell, Vice President, Chrysler & Jeep Chrysler Group
  • Brand Humanity: How Social Technologies are Changing the Way We Do Business
  • SupahMega Trends Global in Online Media
  • Client Agency Tango: IMC-Style
  • Keynote – Rules for Revolutionary Marketer – Guy Kawasaki, Managing Director, Garage Technology Ventures

ad:tech has also launched a new look including a new web site. Unfortunatley, the new ad:tech web site commits SEO suicide and posts all the text and links within Flash – offering limited, if any, opportunity for indexing by search engines. It is however, very interactive with a cool promo video.