Sitting in on the advanced tracks at the Online Marketing Summit. Rand Fishkin is moderating.
World renowned SEO Author, Blogger and personality, Rand Fishkin, CEO of SEOMoz, will lead a panel of leaders in Search to uncover the cutting edge strategies and advanced tactics that will provide any search marketer the competitive advantage in the ever evolving game we call Search Marketing.
- Jorie Waterman, Sr. VP of Search, MRM Worldwide
- Laura Lippay, Director of Technical Marketing, Yahoo!
- Marshall D. Simmonds, Chief Search Strategist, New York Times Co
- Michael Mothner, Founder & CEO, WPromote
- Lauren Vaccarello, Search Marketing Director, Salesforce.com
- Moderator: Rand Fishkin, CEO SEOMoz
Marshall Simmonds: Content Movies Destroy Ranking
Improper content moves can destroy rankings and traffic. The number one category in the New York Times was ignored because it used a 302 redirect and not a 301. Big brands are the number one culprit of this mistake. Keyword choices are critical for breaking news. “jet crashes into the hudson river” example caused NY Times to miss a critical opportunity to get ranking where the LA Times had a better choice in keywords.
Links and Content Must be Monitored to Maintain SEO Success
SearchClu Site Analytics may have a number of tools to help monitor changes and capture optimal keywords.
Jorie Waterman: Search Intelligence Outside of SEM
Jorie says search intelligences should be leveraged outside of Search Engine Marketing. We’re essentially looking at the language people use to find the content they are looking for. Boot Camp versus Basic Training (for Army.com for example). Search Data, Insight, and Performance play a major roll in Multi-Dimensional Listening. Search engine marketing isn’t unidirectional anymore.
A tool in consumer research efforts includes linguistic research. Jorie looked at search data in three different countries using Google, Rndex, and Baidu. It’s about changing the model across the board, not just about search.
Laura Lippay: Determining Search Traffic Opportunity
Estimating search can be very difficult. Worksheet for determining search traffic opportunity:
- Balance SEO & PPC
- Find SEO referral Gaps
- Find SEO content opportunities
Laura used historical data from actual analytics as a determination of estimated traffic and has a link for us:
Laura Vaccerello: Tracking Offline Conversions
Tracking offline conversions and revenue attribution to SEO is possible. Using landing page testing to capture key information. Use tools like Website Optimizer. You can actually change the image on your homepage based on the search query they came in from. Laura actually puts creative on the homepage based on the search query with a hidden field that tracks the referral keyword.
This data should tie in ranking to help determine the potential value.
Michael Mothner: Looking for Links Outside the Box
Many times we miss the low hanging fruit linking opportunity. Who works with our clients? Vendors? Employees? Customer? Sister brands? Find an angle and reach out – many times creative, high quality links are easier to get than you think.
Client Example: Tom’s Shoes
Toms is inherently viral, but that alone was not driving people to link. We created content to encourage evangelists to market and ultimately drive links. Mix social media efforts with SEO lin building efforts. Create “badging” effort to make it easy. Reward linkers in fun, unique ways! (invites to TOMS shoe painting party)
Rand Fishkin: Personal & Social Search
Rand reviewed the recent SEOMoz.org test of the word “titans” after doing multiple football-related keyword searches. On a different machine without the previous searches, you may get Wikipedia or something else.
You can create a bias by asking people to search for you offline. [I actually do this myself with “title tag principles”, “content tracking spreadsheet”, etc] Doing this influences personalized search and gets the user connected to your brand and domain.