ses san jose 2007

Session: Search Engine QA On Links

The floor was open for audience questions as representatives from Google, Yahoo, MSN, and addressed issues on the importance and value of inbound links.

One question seemed to resonate throughout the entire session. How can a search engine identify whether a link is paid or organic in nature? Shashi Thakur of Google replied that through both manual and algorithmic methods, the search engine is able to determine the nature of a link.

But why are paid links so bad? Thakur suggests that generally, purchased links are intended only to deceive search engines while adding little to no value to the user.

However, Peter Linsley of and Sean Suchter of Yahoo agree that purchased links are not necessarily evil so long as they provide some sort of value and relevance to the user.

Session: In House Big SEO

It can be incredibly laborious when deploying search engine optimization for an enterprise company with tens of divisions, thousands of products, and tens of thousands of web pages. Bill Macaitis, Marshall D. Simmonds, Melanie Mitchell, and Bill Hunt led the “In House: Big SEO” discussion providing insight into how to effectively manage SEO campaigns of tremendous magnitude.

Simmonds of the New York Times shared 5 items to ensure the success of a huge SEO campaign:

  • Organization – The development and time frame of an SEO project plan
  • Analysis – The collection of data describing a program’s current situation
  • Education – The process of sharing tactical knowledge with each member of the team
  • Execution – The implementation of the tactics designed the meet the company’s objectives

Session: Video Search Optimization

“Video is a compelling SEO channel,” said Sherwood Stranieri of Catalyst Online, “and social marketing and viral marketing are the driving forces behind video optimization.” We’re witnessing, with Google Universal, how digital assets are changing the landscape of search. Video, like audio files can drive unprecedented traffic as well result in a surge of inbound links. This is great- if you have entertaining video content, right? Wrong!

It may seem at first glance, that video optimization makes sense for very particular industries and not others, but this is not the case. Although video optimization is an almost ideal search marketing tactic for individuals belonging to generation “Y”, it is not limited to this demographic. Human beings are interactive and become more engaged when stimulated. Video content plays to our visual and audio senses.