[Note from Lee: This is a perfect session for Jolina because she manages one of the largest enterprise SEO projects for any agency our size - over 2o different business units for a Fortune 20 company.]
SEO for the enterprise requires a very different approach, than SEO for an small or medium business (SMB).
Deploying the same approach at the enterprise level, as you would for an SMB, would be like trying to clean a wine spill with Windex. You’ll end up making a bigger mess.
The Enterprise SEO panel at SMX moderated by Detlev Johnson of SearchReturn and Matt McGee of Marchex provided excellent insights into what you should and should not do with these types of search marketing projects.
Speakers for the session included:
Martin Laetsch, Senior Director of Search Strategy, SEM Director, Inc
David Roth, Director of Search Engine Marketing, Yahoo!, Inc
Marshall D. Simmonds, VP of Enterprise Search Marketing, The New […]
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Written by on February 28th, 2008 with no comments.
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Google hosted a party last night during SMX West, entitled “Google Groove”. And groovy, it was.
Andy Beal and other SMXers enjoying the party
Main bar, all in Google Colors
SMXers playing Rockband
SMXers enjoying drinks. Notice the colorful Google cups, which people went crazy over.
Blinky Google spheres, also very popular.
Check out all of the photos at TopRank’s SMX West Flickr set.
Sponsored By: Start a Career in Search Marketing Announcing the best online SEM courses from SEMPO Institute.
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Written by on February 28th, 2008 with no comments.
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Just as with Leverage Your Brand Lovers, the “Branding and Search” session gave the SMX West audience much to think about.
Bob Tripathi, Search Marketing Specialist at Discover Financial, reinforced the need to understand your brand as it relates to SEO/SEM.
Brand Recognition: Do searchers recognize your brand?
–ex. McDonalds’ arches are recognized worldwide
Brand Perception: Do searchers know what you do?
–ex. Discover Financial doesn’t just offer credit cards, but they offer a slew of other financial services
Brand Loyalty: Are searchers loyal to your brand?
–ex. Google and its VERY loyal followers
Brand Affinity: Are searchers aspiring to be part of your brand and culture?
–ex. Mercedes and the status associated with the brand
Not every searcher will know your brand, be loyal to it or want to be part of it. But you have a better chance of influencing how prospects and customers view your brand by ensuring you target the different types of searchers.
Bob introduced the […]
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Written by on February 28th, 2008 with no comments.
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The 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
Custom RSS feeds
Save drafts and refine before publishing
Social interaction
Comment and link out
Create community based ideas
Ask for feedback BEFORE launching
Actively solicit feedback and reply to comments
Write for others
Network offline
Don’t be afraid of controversy
Get people to talk about you
Regularity
Pre-write draft posts for future ideas
Offer tools or bolt on community stuff like job […]
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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
Use the same username on all sites, so you can build ‘profile recognition’
Adding Friends
Identify top profiles (25,000+ digs)
Add people to your IM
Voting
Be one of the first to vote, people will see your icon first
Leave comments
Vote every chance you get
Stumble while you vote (multi task!)
Submitting
Leverage best practices for writing titles/intros
Don’t submit […]
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Written by on February 27th, 2008 with no comments.
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In 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. :))
In addition, this group is often more likely to engage with your brand by:
requesting more content, i.e. signing up for a newsletter
trusting […]
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The 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.
Understand your prospects and customers (remember, they are your former prospects), what makes them tick and why they chose you.
If you decide to use […]
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Written by on February 26th, 2008 with no comments.
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SMX West, in Santa Clara, kicked off today with a keynote from Danny Sullivan, Editor-in-Chief of Search Engine Land.
Danny started off the conference by talking about the different generations of search, of which many of us have experienced, the generation we’re in now and where he thinks the industry might go next.
Here’s a quick rundown:
Search 1.0 – Keywords - All about the keywords on the page and what ended up as keyword stuffing for the large part.
Search 2.0 – Links – Search results followed the democratic process and ranked websites based on the number of links (votes) the website was receiving.
Search 3.0 – All content is good content - Universal/Blended search is where we are today. This is the search engines’ integration of news results, images, videos, etc into the search results.
Search 3.0 provides a great opportunity for companies to own more real estate on the first page […]
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Written by on February 26th, 2008 with no comments.
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As part of our media sponsorship of the SMX series of conferences, I’ve been picked as the TopRank blogger to visit the Bay Area next month for SMX West - Feb 26-28, 2008 in Santa Clara, CA.
Looking at the agenda for the 3 day conference, one can tell that there are big shifts taking place in the search industry, specifically the transition from ‘old SEO’ (i.e. the optimize and wait approach) to ‘new SEO’ (i.e. optimize, then promote promote promote approach). Validating this transition, many session titles include topics such as ‘Search 3.0′, ‘Search 4.0′ and the ‘Blended Search Revolution’.
Co-chaired by industry legends Danny Sullivan and Chris Sherman, SMX West will be full of SEO industry leaders providing attendees with ideas about how to bridge the gap between the banks of the old and the opportunities of the new.
Here are a few of the sessions I’ll be attending that […]
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Written by on January 31st, 2008 with no comments.
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One of the (if not THE) fastest growing conferences over the past year has been Search Marketing Expo. A real world compliment to the successful Search Engine Land blog, the Sphinn community and Search Marketing Now webinars, the SMX shows have brought both a familiar (Danny and crew) and unique flavor to the search marketing conference circuit.
SMX West is coming up fast on February 26-28, 2008 in Santa Clara, CA and offers:
50 different sessions
13 different tracks
3 different ways to attend (All Access, Networking or Exhibits-Only)
1 big satisfaction guarantee. If you register now, you’ll save $200.
There appears to be something for everyone with the 3 different show attendance options and a variety of topical and level of expertise tracks ranging from SEO Bootcamp to SEO 3.0 and 4.0.
The SMX West event is co-chaired by Danny Sullivan and Chris Sherman, but the programming duties are shared by a team of […]
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Written by on January 23rd, 2008 with no comments.
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