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TopRank Online Marketing

Session: Web Analytics & Measuring Success

TopRank Online Marketing on Aug 21st, 2007     Marketing PR Conferences, Online Marketing, Search Engine Strategies, Web Analytics

Analytics is a big part of a website’s success, However, even though analytics software is getting better and cheaper, website owners still don’t really know what to do with it.

Matt Bailey with Site Logic is an excellent speaker on this topic. He talks about how analytics is more than just hits, it’s about segmenting and tracking and learning how your visitors are using the site. Tracking things like page views, top 10 entry pages, keywords and hits are just scraping the surface. There is so much more that should be happening. What are the KPIs? Analytics numbers are just numbers with no action and figuring out what they mean is the key to success.

TopRank Online Marketing

Session: Link Building Basics

TopRank Online Marketing on Aug 21st, 2007     Link Building, Online Marketing, Search Engine Strategies, SEO

Day Two coverage of the Search Engine Strategies conference in San Jose:  The Popular Kids Have Good Content 

Tuesday morning was the morning to learn about link building. As a linking specialist at TopRank, I knew I would learn a lot, and review what I already know, in this session by listening to Mike Grehan and Christine Churchill.

The topics we focused on this morning were ways to increase a website’s ranking, such as link requests, paid links and reputable links from authority sites.

However, the absolute basic thing you must remember before linking is that you need to have something to offer the readers. Mike Grehan asked us “Why should your site rank high?”

Lee Odden

SES San Jose 2007 Day One Wrap Up

Lee Odden on Aug 21st, 2007     Online Marketing

TopRank crew
If you see these smiling faces at SES, be sure to say hello!

Here is a summary of the coverage by the TopRank blogging team for day one of Search Engine Strategies, San Jose 2007:

Lee Odden

Women in Search Luncheon – SES San Jose

Lee Odden on Aug 21st, 2007     Marketing Industry News, Online Marketing, Search Engine Strategies

Women in Search Luncheon

TopRank’s Melinda Cayetano and Dana Larson attended the Women in Search Luncheon with over 50 in attendance. TopRank is proud to have been a co-sponsor of the event along with Danny Sullivan. TopRank wanted to give recognition to Jill Whalen and Kim Krause Berg as being key influences for us from waaaay back when to get involved with the search marketing industry. Amanda Watlington and Heather Lloyd-Martin were also great motivators and facilitators for us as well.   I’d say it’s worked out pretty well so far. :)

Women in Search Luncheon
Mike Grehan stopped by.

Women in Search Luncheon

The lunch was held at The Grill on the Alley, which is connected to the Fairmont hotel. The super energetic and friendly Liana Evans was the organizer of the event and you can find more info at the Search Marketing Gurus blog. You can also see more photos of the Women in Search Luncheon on Flickr.

Lee Odden

Session: Search Term Research & Targeting

Lee Odden on Aug 21st, 2007     Keyword Research, Online Marketing, Search Engine Strategies

The success of an entire Search Marketing Campaign is rooted in the selection of keyword phrases and contrary to popular belief; the selection of these phrases is not contingent upon popularity and competitiveness alone.

Christine Churchill of KeyRelevance led part of the discussion on search term targeting at this year’s SES.

Perhaps the most important message of this session, one often overlooked by clients and SEOs alike is the idea not to choose solely what you would like to be found for, but also to select phrase for which you are being found by your target audience.

There’s more to selecting keywords than comparing popularity and competitiveness scores. It’s important to be aware of the needs of your target audience and the service offerings of your website. It’s also important to consider the terms that fall beneath the three types of searches.

TopRank Online Marketing

Session: What is a Brand Vehicle? Integrated Marketing Together Forever

TopRank Online Marketing on Aug 21st, 2007     Online Marketing, Search Engine Strategies

Integrated Marketing

Gone are the days of the whole family, ages 6 up to 50, sitting around in the evening watching the same television show, focusing in on the same characters and – consequentially – the same advertising messages. What a typical family evening looks like these days is the elementary age child playing hand-held video games, the teenager finishing homework online, and the parents reading the evening paper. And all of this is going on while each individual person is sitting in front of their own television set watching whichever show or video they want.

Lee Odden

SES San Jose Day Minus One

Lee Odden on Aug 20th, 2007     Marketing PR Conferences, Online Marketing, Search Engine Strategies

San Jose Convention Center

The TopRank team arrived in San Jose about noon and it was the first time I’ve been on a flight in six months where there wasn’t some sort of delay. Luckily, we scored exit row seats for everyone on the way here, hopefully it will be that way going home as well.

TopRank SES Bloggers

After getting settled at the Fairmont, THANKS JOE MORIN!, and bumping into Mike McDonald from WebProNews, we headed over to Gordon Biersch for lunch. As usual the outside courtyard was very nice as was the food. Bumped into Mike McDonald from WPN again. Is he stalking us? :)

Dana Larson Thomas McMahon

Lee Odden

Heading out to SES San Jose

Lee Odden on Aug 17th, 2007     Blogging

Myself, along with a few members of the TopRank crew, will be traveling out to SES in San Jose next week. This is my second time to California for SES and I’m excited to get the opportunity.

While out there, I’ll be covering a few sessions over on the Online Marketing Blog so be sure to watch that next week. I may also post a few here too during or after the conference. :)

If you’re going to attend too, look me up and say HI!

[tags]ses,san-jose,ses san jose,sessanjose07[/tags]

Lee Odden

SES San Jose 2007 Special Events, Er Parties

Lee Odden on Aug 16th, 2007     Online Marketing, Search Engine Strategies

We all know networking with other smart search marketers, prospective clients, marketing partners and candidates is one of the biggest benefits of attending search marketing conferences. Many times, this comes in the form of parties, some of which have been pretty fun in years past, especially anything involving WebmasterRadio.FM.

However, the trend regarding post conference events has shied away from big extravaganzas and more towards exclusive, invite-only private parties. Matt Cutts from Google had some thoughtful things to say about this at last year’s Pubcon.

For the thousands of SES San Jose attendees NOT on the invite list of such gatherings, there are a good number of “open to all” events being published by SES:

Lee Odden

Blogging Search Engine Strategies San Jose

Lee Odden on Aug 13th, 2007     Marketing PR Conferences, Online Marketing, Search Engine Strategies

Greetings Online Marketing Blog readers! In just one week I’ll be attending my first Search Engine Strategies conference in San Jose! After reviewing the week’s sessions, I am thrilled at the opportunity to learn about what’s new in the industry and to finally meet (in person) some of our clients from the bay area!

I am most excited about Day 1’s session on “Searcher Behavior” moderated by Enquiro’s Gord Hotchkiss who has been interviewed here before. As some of you may know, based on Lee’s introduction in a previous post, I was to pursue my PhD in the field of psychology. Needless to say, I am fascinated by psychological as well as sociological interactions as they relate to searcher behaviors and am eager to see what insights this session will bring.

TopRank Online Marketing

On The Way To SES San Jose

TopRank Online Marketing on Aug 10th, 2007     Marketing PR Conferences, Online Marketing, Search Engine Strategies, TopRank Agency News

Hello Online Marketing Blog readers! My name is Mike Yanke and I am an Account Manager with TopRank Online Marketing.

Regular readers may know me as the guy who won the TopRank challenge with the blog post on Stephen Colbert’s marketing strategy, “Fish Wavers & Bridge Namers – How the “Greatest Living American” Reaches Unique Groups by Creating Unique Groups”. Regular lookers may know me as the guy who looks a bit like Brad Pitt in his sunglasses.

(Note from Lee: Everyone who meets Mike at SES, get a photo with him wearing sunglasses and post it on your blog with a link to this post. I will link back to you in a round up post!)

TopRank Online Marketing

SES San Jose, Here I Come

TopRank Online Marketing on Aug 9th, 2007     Marketing PR Conferences, Online Marketing, Search Engine Strategies

Hello loyal Online Marketing Blog readers!  I am the aspiring linking guru around these parts, trying to learn as much as possible while still kicking butt for our clients. It has been an educational and thoroughly enjoyable time with the TopRank team so far.

In just over a week, I will be heading to SES San Jose with my colleagues, Mike, Melinda, Thomas and our CEO Lee Odden. I cannot even begin to describe how excited I am for this conference. Finally, I get to put faces to the names I have been hearing every day since I started. I will get to network with seasoned SEO and SEM professionals and probably take in more information in three days than I did during one semester of college.

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