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Q&A with iProspect Webinar: Strategies and Tactics for World Class SEO Q + A
Tuesday, May 12, 2009
I missed the start of this Webcast, but joined in progress. There were a lot of typical questions that we often hear so it was interesting to hear what the folks at iProspect have to say regarding these questions. Here's a look at some of the Q & A that was shared:

What kind of SEO momentum should we expect to lose when switching to a new company name and domain assuming permanent 301 redirects are properly implemented (i.e. old domain ABC.com changed to XYZ.com)

Response:
  • 301 redirect old to new
  • Update directory links
  • Update external link inventory
How are companies integrating SEO & PPC? Is anyone testing using complimentary ad copy between the two? Various positions of the PPC ad when ranking high in SEO?

Response:
  • Great opportunity for mature campaigns
  • Really understand a testing a plan around how you are going to leverage SEO and PPC
  • Focus only on keywords where you have a page one presence (both SEO and PPC)
  • Use SEO as the constant and turn your paid ads on an off to see the click thru info
  • Top organic and top paid placement sees an increase in clicks and conversions (based on iProspect data)
  • Understand how to integrate copy between organic and paid
  • Good lift on brand (7% increase); mixed results on non-branded
Can SEO negatively affect PPC results?

Respone: No. Editor's note: There was an interesting comment that was made as part of this response where a research study with Jupiter Research (Aug 08) illustrated that 39% of users believe that the top brands featured are actually the top brands in their field (This is based solelt on perception)

"Social Media" is still hot and a good SEO program should include it, but how can I measure its impact to my search campaign or my business?

Response:
  • The most difficult part of social media is the measurement
  • We have to look at the metrics that we can measure
  • Monthly unique, time on site, frequency of conversions
  • Most popular content
  • Look at two way conversation (blog comments etc)
  • Social bookmarking impact
  • RSS feed impact
  • Emailing trends
Is Universal Search (blended search) still prevalent? I don't see as many combinations of results anymore. If so, how can I optimize for blended search?

Response:
  • Universal Search is a strong component of Search; we are seeing significant impact on multiple assets
  • Understand what assets your company has at its disposal (PR, video, blog, articles)
  • Focus on the assets that you have; don’t try to do it all
  • Understand the mix of assets (are engines showing a lot of images or PR for certain types of queries?) Then don’t focus on videos. Asset allocation
If someone is managing 10+ websites, what are the top 3 things they should be doing on a daily, weekly or monthly basis for SEO?
  • No different than owning properties
  • Make sure that each “house” has a solid foundation – no technical issues; good site architecture, eliminate road blocks
  • Ensure that it is appealing (fresh, relevant content)
  • Find endorsements for your site (link building) tools widgets to evoke natural linking
  • Leverage your analytics – never underestimate your own data (referral, traffic info, bounce rates, look for trends)
What are some tips and tactics for properly attributing credit across all advertising sources - both online and offline? How can marketers use technology to get beyond the "last click model"?

Response:
  • Perspective – the numbers don’t always add up the sum of the parts is greater than the whole. It’s often difficult to tie all of the data together.
  • You need a set of rules and standards across all of your business
  • Integrate data consistently – ensure that you bring in all of your marketing channels that are “trackable” and are tracking consistently
  • Compare apples to apples
Do search engines consider websites with identical content in different languages (literal translation), hosted on different domans (such as .com/.co.uk/.fr etc..). as duplicate content? If yes, what approach do you recommend?

Response:
  • Have not seen this being much of an issues
  • Issue with multiple English sites (.com vs. .uk) is seen as duplicate content.
  • You need to alter the content for these specific websites
  • Use country specific domains
  • Much stronger boost if you have regional domains in those geo regions
Our website uses a dynamic URL (inserts a session ID). What is the easiest way to optimize sites like this?

Response:

  • Google recently changed their stance on this (due to the large margin of error that can disrupt the crawl)
  • On sites that have a lot of product pages, build on static category landing pages (this is the content that we want indexed) It is easier to generate links to these pages.
  • Use session IDs on only certain section of the website (use robots.txt to block out this content)
  • Employing user agent detection (serves a URL without a session ID) – this can be considered as spammy if not managed correctly
  • Variation of the user agent detection – instead of stripping out the user ID; perform a check and replace the session ID with a zero” –this needs to be managed carefully.
What are some best practices for integrating Paid Search and SEO?

Response:
  • Test ad copy
  • Paid ads along side of organic
  • Test ad in different positions if you have a top ranking organic phrase
  • Use organic referral data to determine which engines are best to pursue
  • Monitor competitor’s ads
  • Continue to do keyword research
  • Leverage best practices
Any thoughts on latency? How far out should be measured? Especiually if you are a multichannel retailer whose search efforts are "incrementalized" against another channel (do not receive credit for all conversions)..."

Response:
  • This is a large issue and has previously been largely ignored by a lot of organizations
  • This is a challenging problem to tackle
  • Understand your sales environment – are conversions quick? Work off a 60-90 day
  • Allow the nature of your business to define latency
  • Align your data as much as possible
I thought that a lot of the questions were great! Some of the responses left a little to be desired. Great idea for a Webcast though.

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posted by Jody @ Tuesday, May 12, 2009  
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