This weekend completed a successful wrap up of MediaPost’s second Search Insider Summit show for 2007. TopRank’s participation with the event involved both speaking (moderating actually) and serving as a media sponsor.
The Stein Eriksen Lodge in Park City, Utah was an excellent location for a winter event, especially for those that participated in the snowshoeing, skiing and snowmobiling activities. Next year the two SIS event will be held in May (down South maybe?) and another Winter event in December. Below is a wrap up of blog posts, images, video and even a few PowerPoint presentations.
Blog Posts and Live Coverage:
Search Insider Summit Utah - TopRank
Search Insider Summit Day 05 Photos - TopRank
SIS Opening Remarks Gord Hotchkiss - TopRank
Will Agencies “Get” Search? - TopRank
Search Insider Summit Day 1 Photos - TopRank
SIS Session: Microsoft New Keyword Services Platform - TopRank
SIS Session Leveraging Local Search on a National Basis - TopRank
SIS Session Managing Search […]
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Written by on December 19th, 2007 with no comments.
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The sponsored lunch today at Search Insider Summit comes from Microsoft adCenter which included a demo of their new Keyword Services Platform and add-in to Excel 2007.
Stacy Harris:
Feedback from marketers is that traffic is good, but they want more of it. Marketers also want AdCenter to be easier to use.
Natala Menezes is up next and promptly announces Stacy was engaged last night!
Key points for current and future development of adCenter: Quality, Transparency and Simplicity.
What does this mean to keyword research, optimization and analysis? Access to real data, not just graphs including demographic and geographic information. It also means easy to use tools including keyword libraries and an adCenter add-in for Excel 2007 which focuses Keyword research, forecasting and monetization data.
Next up is Zhaohui Tang.
Keyword research is the most important aspect of any search optimization or analytics effort affecting: expansion, monetization, commercial intention, seasonality, synonyms, categories, translation, demographics and […]
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Written by on December 14th, 2007 with no comments.
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As has become the practice for me while blogging conferences, I take a lot of photos. Not as many as Tamar Weinberg, Barry Schwartz or even David Berkowitz, but quite a few. Out of those photos there are daily favorites that give a visual of what the conference day was like.
Day one of Search Insider Summit here in Park City Utah was fast paced and information rich. The Compete.com opening VIP breakfast warmed things up while snow started to fall out side.
Sessions covered included Gord Hotchkiss’ opening remarks and keynote debate with Mike Margolin.
Those lively presentations were followed by Managing Search in an Uncertain Economy and a breakout, Leveraging Local Search on a National Basis.
Lunch was sponsored by Google / YouTube and while I unfortunately did not blog it, Chris Heuer did.
There was a Google flip camera giveaway won by a young lady named Maxine.
Chris Heuer Brigdet Shea
Photo courtesy […]
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10:45am: Leveraging Local Search on a National Basis with:
Moderator: Aaron Goldman, VP, Marketing & Strategic Partnerships
Marc Barach, CMO, Ingenio
Mike Margolin, VP, Interactive Marketing Director, RPA
Christopher Knoch, Principle Consultant, Omniture Consulting Group, Omniture, Inc.
Aaron excitedly shows slides/stats from eMarketer supporting that budgets are going to local, “local is here”. 20% of all queries are local based but over half of all queries are for local info but do not include geographic terms in the query (according to SEMPO)
Local campaigns
Chris describes the importance of having locations of all offices your company operates in as well as having a store locator. Don’t overuse brands and use geo phrases in ads.
Aaron: What are some best practices for online-only retailers?
Chris: If you want to buy geo modified phrases that’s fine, but you better have some call out to things like “free shipping”. Position against some of the benefits from brick and mortar retailers.
What about local […]
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Written by on December 13th, 2007 with no comments.
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9:45am: Managing Search in an Uncertain Economy with:
LeeAnn Prescott, Director, Research & Communications, Efficient Frontier
Roger Barnette, President, SearchIgnite
Joe Charlson, CMO, EDMC
Moderator, Cam Balzer from DoubleClick Performics
Cam: “What uncertain economy?”. Panel will offer two perspectives: Agency (LeeAnn and Roger) and a client side marketer or CMO perspective (Joe).
LeeAnn from Efficient Frontier, manages 300-400 million in paid search management. EFF has seen an increase in spend of 35% over the past year.
Roger from SearchIgnite explains their technology platform and says they haven’t had that much fluctuation.
Joe from EDMC gives a client perspective. EDMC is a parent company, direct response. 70& of students from marketing, lead gen. Sees search spend rates to continue. In the past took a leap of faith and spent more without the data tracking and now that they have that, they’ll continue.
Search will be the one channel that will continue to perform and show a return (in an uncertain […]
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9:00am: Keynote address - FaceOff: Will Agencies Ever “Get” Search? with:
Gord Hotchkiss, CEO & President, Enquiro
Mike Margolin, VP, Interactive Marketing Director, RPA
To present his point about whether agencies “get” search or not, Gord started things out by telling a story. He brings up John from MediaPost to be a human map of Ontario, points out some factual information about Ontario.
Gord asks the audience, “Based on that, would you want to visit?” Not really. To find out more about Ontario, what would you do? Search.
Using broad topics and search phrases, what sorts of sites would you expect to find? Official Tourism board. Unfortunately, that site isn’t going to get found. What the OTB bid via paid search was all long tail phrases and only from April - July. Doing so misses out on all the investigative search and off season search from people planning vacations.
Gord says that for some […]
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Opening remarks: Gord Hotchkiss, CEO & President, Enquiro —Emcee of the Search Insider Summit
Where is search at? This year was the first time seeing a major change to what users see via universal or combined search, as well as the beginning of personalization and search term suggestions or query refinement.
Gord recently talked to usability people at the major search engines via a webinar which can be found at enquiroresearch.com
The “holy grail” of search is disambiguation, i.e. understanding user intent.
Four things that came out of the webinar.
Personalization holds promise, but in 2008 it’s not going to impact user experience that much. Engines like Google will continue to play with personalization in the coming year, but don’t expect much.
Social graph - what people are doing as a community. To use this to disambiguate will be good for head phrases but not the long tail. Query refinement such as what Yahoo is […]
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Despite the snowy, blowy mountains outside it’s going to be hot inside at the Search Insider Summit conference with the following sessions on my plate for attending and some for blogging:
8:00am-8:45am
VIP Breakfast: Compete, Inc. - “Carving Up the Market in Park City - Your guide to segmenting the marketplace for better ad targeting”
8:45 am:
Opening remarks: Gord Hotchkiss, CEO & President, Enquiro —Emcee of the Search Insider Summit
9:00am:
Keynote address - FaceOff: Will Agencies Ever “Get” Search? with Gord Hotchkiss, CEO & President, Enquiro and Mike Margolin, VP, Interactive Marketing Director, RPA
9:45am:
Managing Search in an Uncertain Economy with:
LeeAnn Prescott, Director, Research & Communications, Efficient Frontier
Roger Barnette, President, SearchIgnite
Brian Boland, Director, Microsoft adCenter
Joe Charlson, CMO, EDMC
10:45am-11:30am
Leveraging Local Search on a National Basis with:
Moderator: Aaron Goldman, VP, Marketing & Strategic Partnerships
Marc Barach, CMO, Ingenio
Mike Margolin, VP, Interactive Marketing Director, RPA
Christopher Knoch, Principle Consultant, Omniture Consulting Group, Omniture, Inc.
12:30pm:
VIP Lunch Presentation – Sponsored by […]
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Written by on December 13th, 2007 with no comments.
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You know those stories you hear once in a while about people who “blog in the nude”? Well, that will never be me but I am in a plush robe courtesy of Stein Eriksen Lodge, the place where Mediapost’s Search Insider Summit is being held the rest of this week and on Saturday. I just returned from the opening reception where hours’dourves and drinks were served along with smart conversation.
Familiar faces included Aaron Goldman from Resolution Media, Gord Hotchkiss from Enquiro, David Berkowitz from 360i, Natala Menezes from Microsoft and Paul Bruemmer from Red Door Interactive. What’s nice about SIS events is that I DON’T know that many people yet and get to meet really interesting people from interesting companies like Carel Hearon from eLuxury, Carrie Coffee from Medio, Kendall Fargo from Intuit and John Hart from a particularly interesting technology company out of New Zealand called vortexDNA.
Before the […]
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Written by on December 13th, 2007 with no comments.
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