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Session: The SEO Reputation Problem

TopRank Online Marketing on Aug 22nd, 2007     Online Marketing, Search Engine Strategies, SEO

The SEO Reputation Problem

A common problem throughout time is the proclivity for the dregs of our society to capitalize on any new product or type of business in a dishonest, or flat out crooked, fashion.

Before attending “The SEO Reputation Problem” to cap off Day 3 at SES, I was blissfully unaware of the level of this problem in our industry.

The session, moderated by Exact Target’s VP of Agency & Search Marketing Jeffrey Rohrs included on its panel:

  • Shari Thurow, Founder & SEO, Omni Marketing Interactive
  • Kristopher B. Jones, President & CEO, Pepperjam
  • Jennifer Laycock, Editor-In-Chief, Search Engine Guide
  • Jonathan Hochman, Founder & President, JE Hochman & Associates
  • Kathleen Fealy, KF Multimedia

Thurow & her panel had two things in common:

Lee Odden

Session: In House Big SEO

Lee Odden on Aug 22nd, 2007     Enterprise SEO, Online Marketing, Search Engine Strategies, 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
TopRank Online Marketing

Session: Are Paid Links Evil?

TopRank Online Marketing on Aug 22nd, 2007     Google, Link Building, Online Marketing, Search Engine Strategies

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Are Paid Links Evil? Optimus Prime versus Megatron.

As I attended “Are Paid Links Evil?” as my last session of Day 2 at SES San Jose 2007, I was glad to see that everyone there was still in high spirits after the long day of learning, blogging, networking and preparing for the Google Dance. However, I didn’t expect to see a battle of the Autobots against the Decepticons.

Are Paid  Links Evil?

First off in this battle of the galaxies was the ever-famous Matt Cutts, Software Engineer Guru at Google, stating clearly and concisely that paid links that pass Google PageRank are in clear violation of the Google webmaster guidelines. And as we all know, we do NOT want to be in violation of these. Any violation of these commandments could result in being bounced out of the Google index, which could severely impact your website traffic in a very negative way.

TopRank Online Marketing

Session: Creating Compelling Ads

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

Creating Compelling Ads

A trap I fell into early in my career as an SEM specialist was to ensure clients we would do our best to drive all the traffic we could to their site. Looking back, I’m glad I learned the obvious error of this statement before becoming involved in a client’s burgeoning PPC campaign.

The session “Creating Compelling Ads”, moderated by Allan Dick of Vintage Tub & Bath had at its core the powerfully obvious notion (in hindsight) that driving all traffic to your site is not only a fool’s mission, but in the realm of PPC, a costly mistake.

Generating qualified traffic for a campaign shaped the presentations provided by the esteemed panel of:

  • Mona Elesseily from Page Zero Media
  • Brad Geddes of LocalLaunch.com
TopRank Online Marketing

Session: Putting Search Into the Marketing Mix

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

Putting Search Into The Marketing Mix

Day two of SES San Jose found me fighting for an outlet as I prepared to impart details to you on the session “Putting Search Into the Marketing Mix”.

The session, moderated by Free Agent Consultant Sara Holoubek included on its panel:

  • Misty Locke, President & co-Founder, Range Online Media
  • Curtis Dueck, Senior Account Manager, Epiar Inc.
  • Bill Mungovan, Director of Search, Carat Fusion
  • Bill Hunt, CEO, Global Strategies International

The session described how search marketing is absolutely vital to any marketing campaign, right from the outset. As part of my duties with TopRank’s sister firm Misukanis & Odden, I hone my focus on, as our tag suggests on Marketing For Results. One of the surest way to help guarantee results, right from the offset, is to clearly define your client’s objective.

TopRank Online Marketing

Session: Writing for Search Engines

TopRank Online Marketing on Aug 21st, 2007     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 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

SES Keynote: Ask.com CEO Jim Lanzone

TopRank Online Marketing on Aug 21st, 2007     Ask, Marketing PR Conferences, Online Marketing, Search Engine Strategies, Search Engines

Tuesday’s SES’s keynote was with Jim Lanzone of Ask. He talked briefly about the past, present and future of Ask.com.

SES 07 Keynote with Ask

Jim stated that they’ve seen great growth since launching Ask 3D. They feel that they are the fastest growing in their category. Ask is not as concerned with beating the others at market share, they are more concerned with getting satisfying results back to the searchers. After launching ask 3D they are finding that about 50% of their users are not clicking on the web results but rather on of the other offerings on the page. Jim also pointed out that they are trying to get as much information above the fold as possible. To do this theyare putting content where other search sites are putting ads.

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

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: Winning the Search Engine Lottery

TopRank Online Marketing on Aug 21st, 2007     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?

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