|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)
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?
- 301 redirect old to new
- Update directory links
- Update external link inventory
Can SEO negatively affect PPC results?
- 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
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?
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?
- 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
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?
- 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
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"?
- 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)
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?
- 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
Our website uses a dynamic URL (inserts a session ID). What is the easiest way to optimize sites like this?
- 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
What are some best practices for integrating Paid Search and SEO?
- 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.
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)..."
- 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
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.
- 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
Labels: iProspect webinar, World Class SEO
|posted by Jody @ Tuesday, May 12, 2009