Archives for February 2008

SMX Sesion: 8 Tips to More Effective Blogging

dsc00450.JPGThe Wonder Twins Track at SMX West: SEO and Blogging, provided the audience with information on how to best launch and promote a blog.

Here are 8 tips, from Aaron Wall of SEOBook, on how to gain traction for your blog.

Own a Niche

  • Owning a smaller niche is an easy way to starting building personal brand
  • #1 player gets more play in the media

Make Formatting a Priority

  • Ensure you have a clean appealing design
  • Highlight best practices
  • Include an “About Us” page
  • Make it easy for press to contact
  • Leverage pictures/video/sketchcasting

Write clearly

  • Write headlines like a wire service writer
  • Use simple words and short sentences
  • Use bulleted lists/headers/sub-headers

Filter

  • Create Google news alerts

Live from SMX: Tips on Social Media Marketing

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Sitting in the SEO & Social Media session, Barbara Boser the Social Media Director for 3 Dog Media, shared some great tips on marketing with social media:

Be prepared & Commit to Social Media

  • Know that it is time consuming
  • Read and learn what is popular
  • Look for tools you can use on the sites and on the web

Your Profile

  • Research to be sure that your profile isn’t the same as any of the other top users on the site
  • Be anonymous if you’re promoting your own site
  • Choose a unique name
  • Choose an avatar that’s memorable
  • Get a gmail account
  • Get an IM that goes w/ your user name

SMX Session: Leveraging Brand-Lovers

dsc00440.JPGIn the Branding & Search session today at SMX West, panelists gave the audience many, many items to consider regarding their own brand or their client’s brand.

Let’s start by discussing the people that the brand is ultimately trying to influence.

Edwin Wong, Director of Customer Insights Organization – Yahoo!, touched on this by explaining that people love brands that love what they love. A mouthful right?

He labeled these folks, “Passionistas”.

Let’s use me as an example. I love food and cooking, so I love the Food Network because they share my passion. The theory holds true so far.

More interesting, is that Passionistas search 184% more than others. (No surprise here, but I’m in the search industry so we’ll move past me as the example on this one. :))

SMX West Expo Hall Sneak Peak

The Expo Hall at SMX West opened today. Take a peak.

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Strolling the floor

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Folks chatting with Google

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Folks chatting with Live

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More SMXers

Check out all of the photos at TopRank’s SMX West Flickr set.

Search Marketing Tips from Online Marketing Heroes

Online Marketing Heroes

Wiley recently announced the launch of a new book, “Online Marketing Heroes: Interviews with 25 Successful Online Marketing Gurus”, in which TopRank has an entire chapter on the subject of social media marketing for SEO and PR.

The list of internet marketing experts interviewed for the book include consultants, agencies, CEOs, PR professionals, client side bloggers and marketers. Topics range from paid search to online copywriting to online PR and social media marketing. The list of marketing experts includes:

Joan Holman, Greg Hartnett, Jacob Hawkins, Mark Oldani, Jeffrey Glueck, Lauren Freedman, Tamara Adlin, Steve Rubel, Greg Jarboe, Eric Ward, Jordan Gold, Heather Lloyd-Martin, Chris Baggott, Ed Shull, Brian Lusk, Lee Odden, Jill Whalen, Liana Evans, Perry Marshall, Kevin Lee, Paul O’Brien, Ron Belanger, David Fischer, Phil Terry and Patrick Duparcq.

Session: Search Marketing and Persona Models

dsc00394.JPGThe personas session, today at SMX, reminded me so much of psychology classes in college. A large group of people discussing why other people behave the way they do.

Gord Hotchkiss, President and CEO of Enquiro, kicked things off by helping the audience understand the factors impacting how humans make decisions, including:

  • explicit, implicit memories
  • past interactions with a brand
  • current interactions with the brand
  • emotions

Additional panelists included:
Brian Bond, VP Marketing and Products, Future Now, Inc
Ian Lurie, President, Portent Interactive

As Ian put it, personas are our brand’s imaginary friends.

I think the advantage of personas is really in the research it takes to get there. In order to develop personas, you must dive deeply into what’s behind prospects’ decision making, something that companies may not always invest the time in understanding.

SES New York and the Industry That Never Seems to Sleep

New York CityNext month I’m heading to New York to blog the SES NY conference for Online Marketing Blog where Lee is speaking on the “Beyond Linkbait: Getting Authoritative Online Mentions” panel with newly elected SEMPO board member Chris Boggs and PR veteran Sally Falkow.

I’m over-the-moon excited to attend and have stumbled upon a tiny connection between the host city and the conference.

The industry that never sleeps will be placed smack in the middle of the city that never sleeps. While I’m not sure what kind of cosmic connection to make of this (and it’s not the first time so I’m pretty sure the earth won’t start spiraling toward the sun), I am curious to see how it all goes down and to share my insights with you.

PR and Social Media: PRSA Teleseminar

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Tomorrow the PRSA is conducting a teleseminar “PR and Social Media – What every practitioner needs to know“.

Take a first-hand look at the phenomena that are redefining the practice of public relations.  Hear from three digital PR pioneers about the array of new tools, strategies and channels available to today’s practitioner from Facebook and Second Life to blogger relations, digital video and search engine reputation management.

As has been the case with a number of public relations industry events, I am tasked with bringing a search marketing perspective to a PR and social media focused panel. A similar session was held at the PRSA International Conference last year, “Social Media for PR Practitioners“, so the seminar tomorrow will be a nice update.

SEMPO Announces 2008 Board of Directors

I’m sure this will be well covered on the search marketing news blogs but I wanted to make a post because a good number of the new SEMPO board members are people I have known for years and respect a great deal. It can be a big commitment to donate your time to an association and SEMPO has proven itself to be a great resource for the search marketing industry.

  • Chris Boggs – SEO Manager, eMergent Marketing / Brulant, Inc.
  • Jessica Bowman – In-House SEO Expert
  • Massimo Burgio – Global Search Expert, Global Search Interactive
  • Bruce Clay – President, Bruce Clay, Inc.
  • Dave Fall – VP Product Management – Search Technology, DoubleClick, Inc.
  • Duane Forrester – Senior Program Manager, Microsoft
  • Sara Holoubek Free Agent Consultant

Next to Last Post from London

SES London 2008 has ended and I am now tasked with spending a few extra days in London to see a few sights and visit a few friends plus a fiesty 75 year old great uncle.

This SES has included a variety of firsts including my first time to London, first time speaking on two panels at a SES show, first time moderating a SES panel, first time doing a video interview with Adam Lasnik and the first time writing a blog post from a Blackberry.

I wouldn’t attempt such a feat of manual dexterity but I’m captive on a train for a while.

As with nearly all SES shows SES London was a nice mix of inspiring keynotes (even if Marckini was repackaging info as new that some of us have been evangelizing the past year). informative sessions and excellent networking.

Session: Beyond Linkbait Getting Authoritative Online Mentions

Alan Webb Brian Turner Mikkel deMib Svendsen

SES London 2008 – Beyond Linkbait: Getting Authoritative Online Mentions

Link building is crucial, but linkbait tactics that worked this year may not be as effective next year. This session focuses on the underlying quality as well as ingenuity needed to get other websites to link to you early and often. It will also explain how you should approach journalists, bloggers and other authoritative sources to enhance your company’s online reputation, whether or not you get links.

Moderator: Anne Kennedy, Manager, Managing Partner, Beyond Ink
Speakers: Alan Webb, CEO, Abakus Internet Marketing, Mikkel deMib Svendsen, Creative Director, deMib.com and Brian Turner, Director, Britecorp, Ltd.

First up is Alan Webb from ABAKUS.

Link building is a chicken/egg situation. To get the links you need content but to get the content found and linked to, you need the links.

SES London Day Two Photos

Here’s a roundup of photos from day two of Search Engine Strategies London 2008:

Anne Kennedy Bryan Eisenberg
Anne Kennedy and Bryan Eisenberg

Jim Sterne Andy Beal
Jim Sterne and Andy Beal

Raise your hands if you love SEO
Audience

Massimo does his magic
Massimo does his magic as Amanda looks on

Competitive Intelligence Panel
Competitive Intelligence panel

Lee Odden
Blog SEO session

SEO Lovebirds Rob Kerry & Lisa Ditlefsen
Lisa Ditlefsen and Rob Kerry

Chris Leggett Jon Meyers
Chris Leggett and Jon Meyers

SES London Hilton Bar
Post conference activities

Here’s a day SES London day one wrap up video from Incisive:

[youtube]http://youtube.com/watch?v=Yz-pvMDv-to[/youtube]

And here’s a wrap up of day two SES London blog coverage, images and video on Search Engine Watch