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SES San Francisco: 4 Must Attend Sessions
Saturday, July 31, 2010
I have been to a number of Search Engine Strategy conferences and I must say that I prefer SES NY and SES SJ (now SES San Francisco).  With SES San Fran only a few weeks away, we thought that we would share our thoughts on some must attend sessions whether you are a first time attendee or seasoned veteran.

SES San Francisco:  4 Must Attend Sessions

  1. Developing Great Content - Without meaningful content and compelling copy, your website is not grabbing the attention it deserves. In this session, we'll explore a diverse range of Web content development strategies along with innovative techniques for dramatically boosting the visibility and interactive appeal of your site. From SEO copywriting tips that encourage consumers to click to persuasive design strategies that turn browsers into buyers, it's all about improving the end user's experience through superior content.

        * Moderator:
          Greg Jarboe, President & Co-Founder, SEO-PR
        
        * Speakefrs:
          Wendi Sturgis, VP, N. America BD and Partnership Group, Yahoo!
          Heather Lloyd-Martin, CEO, SuccessWorks
          Rand Fishkin, CEO, SEOmoz.org
          Michael DeHaven, SEO Product Manager, Bazaarvoice
  2. Video Lab Primer - Video is the most consumed content format on the web and one of the primary content types shared on the social web. Video sites themselves are separate data sources to the search engines, meaning they are somewhat immune to the auspices of their algorithms. Popularity and 'being discoverable' is key to being seen. Coupled with the fact that the means to produce and broadcast video are getting cheaper everyday, it's fair to say that a solid video could be the winning ticket for any company.

    How do you start to think about video production? Who are the video sharing sites you should be looking at? How do social networks affect the consumption of video content?

    This session will look at how video search can leverage a voice in your audience that you never knew you had. We'll look at what it take to be a producer, how to get your content found and watched and also how to be simply a curator - an armchair TV channel. We'll also look at some of the emerging platforms and core issues, such as HTML 5, in the online video industry and how it impacts the future of your strategy.


    The Video Lab follows the primer, so if you are a company that does not no where to start in video, or does not know how to take it further now, then grab an 'egghead' and pitch them your business - whether you have done any video or not. We'll dissect your assets and the business opportunity for you in the following video Lab, till someone yells 'Cut!'.

        * SEW Labs Chief Egghead:
          Jonathan Allen, Director, SearchEngineWatch
     
        * Speaker:
          Greg Jarboe, President & Co-Founder, SEO-PR
  3. SEO Lab - SEW labs is a new format session for SES. Expanding on the popular site clinic approach which featured live web site audits from leading experts it becomes more of a peer-group learning experience.

    Each lab session is preceded by a primer session to ready attendees for the main event. The audience will participate with industry experts and search engine representatives in analyzing and auditing attendee web sites. Think "crowd-sourcing consultancy" sessions in a live classroom environment.

    Director of Search Engine Watch, Jonathan Allen will mix with the audience during each session and oversee the deconstruction and reconstruction of web sites for optimal performance in SEO, PPC, Video and local search using real time examples.

        * SEW Labs Chief Egghead:
          Jonathan Allen, Director, SearchEngineWatch
       
        * Speaker:
          Maile Ohye, Senior Developer Programs Engineer, Google
          Rand Fishkin, CEO, SEOmoz.org
  4. Enterprise Level SEO - The enterprise level SEO session is designed to meet the specific challenges of large enterprise organizations. Topics for discussion will include SEO tactics specific to large sites (sites with thousands, if not millions of pages), the challenges of educating key stakeholders in the organization including budgeting issues, and implementation hurdles common to large organizations including CMS issues and IT team challenges. This session will also include a proven model of organization for your enterprise level SEO campaign as well as a summary of key metrics that you should be measuring to drive ongoing SEO strategy. If you are the SEO point person for an enterprise level organization with a lot of moving parts, this session is for just of you!

        * Moderator:
          Seth Besmertnik, CEO, Conductor, Inc.
       
        * Speakers:
          Crispin Sheridan, SES Advisory Board & Sr Director of Search Marketing Strategy, SAP
          Bill Hunt, SES Advisory Board & President, Back Azimuth Consulting
          Ray "Catfish" Comstock, Director of SEO, BusinessOnLine
          Guillaume Bouchard, Co-founder and CEO, NVI
As always some great speakers and timely topics.  Perhaps we will see you there.

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posted by Jody @ Saturday, July 31, 2010  
End of an Era
Well it has been a while since we have posted.  Our apologies as time has become ever elusive over the past couple of weeks.  Not to mention an injury to my achilles tendon has consumed a lot of my focus as of late.  I am happy to say that our regular blog posts will begin this week.

This post signifies the end of an era as after nearly seven years, I have decided to leave Enquiro Search Solutions.  I have decided to pursue another opportunity that will allow me to grow as an Organic Search Strategist.

Enquiro has been great, and they are turning the page in the next chapter of Enquiro.  At Enquiro I was able to hone my SEO skills and was able to learn a tremendous amount about the Search industry.  Enquiro provided me with the opportunity to:
  • become an SEO expert
  • leverage my past marketing and management experience
  • participate in HR tasks including recruitment and performance reviews
  • develop my passion for blogging
  • define and promote meaningful core values
  • become a leading expert in site analysis and content development
  • work with a tremendous team of strategists and consultants
  • provided educational material to co-workers and clients
  • work on some of the largest and most popular brands out there
  • travel all over the US for search conferences and client meetings
  • educate clients through in-person presentations
  • create search related products that were sold to various clients
  • establish policies and procedures 
  • develop SEO requirements for clients and for Enquiro
  • participate/provide feedback in numerous site redesigns of the Enquiro site
  • meet my wife
Enquiro had been a great place to be, and the one constant at Enquiro is change.  Quite honestly there has been a lot of change as of late.  I wish Enquiro well as they enter their next chapter, as always there will be some ups and some downs, but one thing about Enquiro is the perseverance.  The core team that I have worked with at Enquiro was one of the best in the biz...  good luck to them. 

I wrote my final article on ASK Enquiro posing the question as to what if link popularity became less of an algorithm ranking factor.  I have written hundreds of articles for ASK Enquiro, my focus will now be on Marketing Jive, so stay tuned for upcoming posts.

I will miss Enquiro, but I know that I have made the right decision and am extremely excited about my new opportunity.  I will miss many of the faces there and want to wish all the best to many of the folks there including:  Chris, Jason L., John, Amanda, Matt, Tracy, Charlotte and Angie to name a few.

You will still see me at various Search conferences and I'll be plugged in online so you'll know where to find me.  Thanks Enquiro for nearly seven great years of Search fun.

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posted by Jody @ Saturday, July 31, 2010  
Connected Marketing Week Festival Features Education on All Aspects of the Digital Industry
Thursday, July 22, 2010
Connected Marketing Week will be held at the Moscone Center in San Francisco, August 16-20, 2010.  Last week ClickZ announced that on day three of Connected Marketing Week,  two all-day forums – the first presented by Email Experience Council (EEC) is focused on how to increase ROI using targeted and individualized conversations and the second by the Interactive Advertising Bureau (IAB)’s Ad Networks and Exchanges Committee offers speakers and panels on the best practices and the newest innovative tactics of email campaigns and ad networks and exchanges.

"These forums — "Optimize Your Email Campaigns" and "The Future of Display Advertising: Ad Networks and Exchanges" — offer marketers the opportunity to learn first-hand from thought leaders about two very different yet equally important aspects of marketing," said Anna Maria Virzi, executive editor, ClickZ. "If you are a marketer responsible for ensuring that your email marketing campaigns are effective, you will be well served by attending the forum organized by the pros at EEC. Likewise, if you are trying to keep pace with rapid changes in media buying because of real-time bidding, demand-side platforms and more, the ad network and exchange forum will keep you current on the latest developments. It’s all about optimization.”

To register for the “Optimize Your Email Campaigns” forum and receive the early-bird discount, complete the registration form by July 30.

The inaugural Connected Marketing Week is a gathering of interactive marketing events aimed to educate marketers on every aspect of the digital industry. Because marketing today requires an advanced understanding of how consumers and audiences are connecting, sharing their passions and influencing others, the program for Connected Marketing Week contains presentations and panels focused on the basics, such as pay-per-click (PPC) and search engine optimization (SEO), and newly designed sessions exploring the search and social media convergence. In addition to thousands of attendees, over 100 companies will be exhibiting their latest products, services and technologies.

For more information on the festival of events during Connected Marketing Week, visit
http://www.connectedmarketingweek.com

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posted by Jody @ Thursday, July 22, 2010  
Video Optimization and Social Media Done Right
Wednesday, July 21, 2010
You have no doubt heard of Old Spice and their recent video campaign in which they launched nearly 200 videos through their YouTube Channel http://www.youtube.com/user/OldSpice.  Not only did they launch a bunch of viral video content, but they leveraged the brand's mascot The Old Spice guy who answered questions from users submitted through various social networks, including Twitter, Facebook, and YouTube itself.

This is a great example of how to leverage video and social media to reach the masses and not only promote your brand but generate revenue as well.  Although reports suggest that the revenue portion is yet to come.  This article suggests that the campaign has received attention but not the sales as of yet.

Jack Marshall over at ClickZ had a great overview of the campaign of which we have shared below.
Old Spice Campaign Generated 35 Million Video Views in Seven Days
 By Jack Marshall, ClickZ,

Last week, men's hygiene brand Old Spice unleashed a barrage of over 180 videos through its YouTube channel, during which the brand's mascot The Old Spice guy answered questions from users submitted through various social networks, including Twitter, Facebook, and YouTube itself.
The campaign - created by agency Wieden + Kennedy - ran for just three days, with the first videos published on Monday, and the final message posted Wednesday evening. In just seven days since it launched, it's achieved the following:
  • -A total of 183 individual video responses have been posted to the Old Spice YouTube channel.
  • -So far, the videos have attracted 35.7 million individual views, as of 9am, Monday July 19th.
  • -The final video reply, addressed to "everyone," has amassed almost 2.5 million views and over 5,800 comments alone.
  • -The Old Spice channel was the most viewed channel on YouTube last week, and is now the third most subscribed channel ever in the site's "sponsor" category.
  • -Total upload views for the channel, a metric that includes the original TV ads, currently stand at over 92 million.
  • -At midday on Wednesday the brand's official Twitter account had 32,000 followers.
By Monday morning that number had more than doubled to 94,000 followers, and the account was featured on over 2,300 Twitter lists.

The campaign has also been making use of Facebook, encouraging users to pose questions, and posting the video responses on its official Facebook page. Some of those videos have already recorded upwards of 2,000 "likes," and the brand page itself has amassed over 630,000 likes.
According to Wieden + Kennedy, the campaign was created using a team of around 35 people working 12 hours a day for its three day duration.

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posted by Jody @ Wednesday, July 21, 2010  
What Happens When Link Popularity, well Becomes Less Popular?
Tuesday, July 20, 2010
Original article can be found: on ASK Enquiro

The success of the Web has traditionally been based around linking, so much so that the search engine algorithms are based heavily on thinks like link popularity amongst hundreds of other elements.  The fact is that the engines do place a lot of weight on link popularity and link authority.  My concern is that pages with high link popularity do not always serve up the best result for my needs as a searcher.  This is one reason why I was excited to see some of the focus from Google switch to real-time search results.  Many real-time search results do not necessarily have a lot of link popularity (at least not initially).  However these results tend to provide the timely information that one may be looking for.

Link building has become an often used tactic by search engine marketers and site owners to get their site placing in the prime real estate of the search results.  As you know this does not always mean that the most relevant result is being returned.  With linking, it’s not just about search engine optimization.   A well written piece, whether it be an article blog post, press release, or web page should be able to generate the link authority needs.  The ability to buy links and inflate a site’s link popularity totally depreciates the whole idea of link authority.

So what then happens when link popularity becomes… well less popular?  I am speaking from a search engine algorithm perspective.  What if the engines were to drastically change their algorithm so that link popularity was not as important of a factor as it is today?  Here are some things that I think would happen:
  1. Purchasing of links becomes less of an issue - Google is having difficulty in dealing with this widespread issue.  There are still numerous sites out there that have acquired links by buying them to artificially inflate their link inventory and improve their link popularity.  Again this presents an issue for the search engines and for the users of search as this can have a direct impact on the results that are being presented.   Does Google use “human raters” to assess the quality of individual sites in order to counter this effect (of purchasing links)?  Google has recently admitted that “employees” do have the ability to change index rankings.  This is a touchy issue and as Scott Cleland, on his “The Precursor” blog has stated:  “If links are a factor in determining the rank of content, and Google’s advertising revenue is derived from sites’ search rankings, how does Google ensure the human raters of the SDB are not influenced to reward Google-owned content or Google partners’ content that Google revenue shares with?”
  2. The search engines would need to place greater weighting on other elements – perhaps freshness of content, on-page elements, engagement with a given page, time spent etc all get a higher weighting and the true value or relevancy of a page comes out.  Google already factor these things in but if they shifted weighting of some of their algorithm components, you can bet that we would see a shift in the pages or elements that make up a search results page.
  3. Drastic changes in the SERPs – placing less weight on link popularity would mean that we would most likely experience drastic changes in the search results.  We might even see sites that had been ranking for a given key phrase no longer place as well as they once did.  Again it should all come back to relevancy.
  4. Backlash from link-optimized website owners – sites that have enjoyed successful rankings and presence in the search results might all of a sudden lose some of their visibility.  You can image what this could mean in terms of traffic and potentially revenue that is generated by these sites.  There would most likely be a number of lawsuits to try and put pressure on the search engines to return the results to where they once were.
  5. Truly authoritative sites would better populate search results – as mentioned, less focus on link buying might allow people to create content that is more engaging and speaks to their audience thereby providing more authority in the results that are returned.  Depending on the nature of the search query, more relevant results could populate the results that did not have their link inventories artificially inflated.
  6. Link Brokers go out of business – the folks that sell links for all of the wrong reasons would be left scratching their heads, but you know what, they tend to be pretty smart people and would look for other opportunities.
  7. The Web gets cleaned up – think about all of those spammy links that are out there.  Link farms etc etc, there are currently massive amounts of useless linking going on and it has diluted the Web.  Think about how much better it would be to browse the ‘Net without clicking through to sites that simply don’t serve your needs.  Less focus on links would eventually see a lot of these environments phase out.  Thee would simply be less garbage and fewer blogs and sites that are leveraged for the purposes of link building on the Internet.
Will the search engines ever place less value on link popularity?  Well with some of the past algorithm updates in Google, they have already made slight changes which have at times caused a ripple in the search results.   At the end of the day, Google and the other engines want to deliver the most relevant result possible.  I truly believe that.  However it is not an easy thing to do.  Is placing less value on link popularity the answer?  I’m not sure, but I know that it would be an interesting test if anything else.  Again we’re talking about link popularity not link authority.  Although with regards to link authority, this is another reason why some sites have gone the route of purchasing links.

I think that link popularity is a little overrated and that the engines will need to continually tweak their algorithms so that they are delivering the most relevant results to us the user.  With highly frequented environments such as social networks (read:  Facebook, Twitter) we might see a shift from search engine usage to other tools and sites that people will visit to find the information that they are looking for.  The popularity of the Facebooks, Twitters and YouTubes of the world proves that people just might visit their online destination of choice regardless of link popularity or even search engine of preference.

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posted by Jody @ Tuesday, July 20, 2010  
Linking: It's Not Just for Search Engine Optimization
Friday, July 16, 2010
Eric Ward wrote a great piece on a Google patent that contained some commentary specific to links and insight as to how Google leverages links on a page. Eric summarized it nicely into five points which can be seen here (I've left in Eric's commentary as well):
1. The earlier in the content the link appears, the better. No surprise, but… a second link to the same site from the same document is not always devalued, as some in the SEO biz say.  (claim 12). 
2. In claim 17, where I read “the topical cluster with which the source document is associated, or the degree to which a topical cluster associated with the source document matches a topical cluster associated with a link”, I interpret this to mean keyword based anchor text does not have to be present for Google to do its thing, nor does the presence of keywords within the anchor mean the link is more valuable.
3. In Claim 18, I read that the color of your links matters. If this is to help with identifying hidden links, that’s a no brainer and makes sense.  But, if it means something else…hmmm.
4. User behavior and interaction with links on a page may be used to determine importance of the page being linked to, but this is not treated the same way for every page on which links exist.
5. The value of a link is independent of the type of document or file within which it is found. As stated, “A ‘document,’ as the term is used herein, is to be broadly interpreted to include any machine-readable and machine-storable work product”.  I interpret this to mean a link from a document other than an HTML file has as much potential to impact the algorithm as a link from a plain old web page. To put it another way, Google is filetype agnostic. If you earn links from a document that’s produced as a PDF, or even in MS word, if it’s linked to and accessible to users on the web, it’s a link like any other link.
These are all points that I've assumed in whole or in part.  Re: the color of links mattering, we agree with Eric's commentary entirely in that if it's meant to identify "hidden links" then it totally make sense.  However employing good linking tactics is not just for SEO.  The value of a link is not just from an SEO perspective, there is value from a usability and traffic perspective as well.

The Value of Links from a Usability Perspective

We could get into great detail here, but let's keep this high level.  If we think about the origin of hyperlinks, links were used to "marry" one document to another that were somewhat related.  As Wikipedia illustrates, "...A hyperlink has an anchor, which is a location within a document from which the hyperlink can be followed; that document is known as its source document. The target of a hyperlink is the document, or location within a document, that the hyperlink leads to."  Linking was established to cross reference material (i.e. documents or pages). 

When it comes to usability and linking, there is great value in applying what we'll call proper linking habits.  These habits include:
  •  Link Placement - ensuring that within page copy, where it makes sense to, a link is placed to a relevant document where required.  Do not "over-link" pages.  Leverage links when it makes sense to do so from a user perspective.
  • Making Links Conspicuous - Users shouldn't have to guess or spend a lot of time on the page to find out where they can click.
    • identify links in a different color
    • consider underlining links (although this is optional)
    • avoid underlining text or copy that is not a hyperlink
  • Use different colors for visited and unvisited links - as a user, I find this a most useful practice.  It is an obvious one, but I still come across sites that do not leverage this tip.
  • Use Multiple Links when it makes sense to do so - As Shari Thurlow pointed out in the comments of Eric's article, "When you only give access to a web document with 1 link only, depending on where you place it and how you format it, you make that link (and content) less findable.".  All this discussion about pagerank sculpting.  Again SEO should rarely come first over usability.
  • Keep link text the same size - again, there are SEOs that have used linking practices solely for the purposes of SEO (and deceptive SEO at that) and have put the needs of the user second, quite often by making link text smaller that the rest of the text on the page. 
The Value of Linking from a Traffic Perspective

Linking also provides a benefit to site owners by helping drive users to key areas/pages on their websites.  Using linking to help navigate the user to key areas of your site can, and most often does have a positive impact on user engagement.  Perhaps from a repeat visitor perspective or from an overall traffic perspective as you want users to visit your most important content, preferably the content that will help them through the conversion process and help them find what they are in fact looking for.

We get that link popularity is a key piece of  the search engine algorithms, so the need to employ effective interlinking and external linking strategies is important.  However, there is more than SEO value when it comes to linking.  Effective linking practices are not just for search engine optimization.

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posted by Jody @ Friday, July 16, 2010  
Tools to Diagnose Impact of Google Algo Updates - Google Algorithm Changes & Updates Part Three
Monday, July 05, 2010
In our final installment of our series on Google Algorithm Updates and Changes we look at various tools that you can use to help diagnose whether or not your site has been impacted by a recent Google update. As mentioned previously, Google makes upwards of 500 changes per year to their algorithm. Some of these changes will have no impact on your site while others may have a significant impact.

Google Algorithm Changes & Updates 2010: Part One - Inventory of Google Algorithm & Related Updates for the first half of 2010.
Google Algorithm Changes & Updates 2010: Part Two - Dealing with Algorithm Updates & Search Engine Changes

So how do you know whether or not your site has been affected by recent algorithm updates by Google?  Before we get into our list of tools to help diagnose the impact of an algorithm update on your site, we should remind you that providing that your site follows best practices and that you purposely do not employ tactics to manipulate the search engines, you really should have nothing to worry about.  Of course, there have been examples where major Google updates have impacted a large number of sites on the Web including those that attempted to follow proper best practices and such.  The lesson here is that for the most part, site owners are at the mercy of the search engine algorithms, and while Google is not God, they will have the ultimate say as to what one website appears where it does in the Google search results.  Google is not perfect, they know that.  That is why the continue to update their algorithms.  It is about continuous improvement and striving to deliver the most relevant results to a user based on a given keyword query.  It is not easy to organize the World's information and you cannot fault Google for trying to accomplish this.  Quite honestly they have done an amazing job.

Ok so you have heard that there are rumors that Google has just launched and algorithm update.  Here are ten tools that you can use to help diagnose if the algorithm update has had an impact on your site.

10 Tools to Help Diagnose the Impact of a Google Algorithm Update on Your Site
  1. Google - might as well start at the source.  Try a couple of your favorite searches for related keywords that well represent your site that you know your site had placed well for.  Is your site still appearing in the Google SERPs for these phrases?  Try searches for a variety of terms including variations of head/torso and long-tail keywords.
  2. Your Web Analytics - check your organic search traffic in your analytics.  Notice any interesting trends?  You should have a general idea about your most popular pages and key phrases.  Are you noticing increases or declines for these metrics?  It is always a good idea to compare month over month or year over year to get an idea of the amount of traffic that your site should be receiving in a given time frame.  If your site has experienced a significant decline in rankings or traffic after a reported algorithm update, your analytics can help diagnose when this change occurred.
  3. Google Webmaster Tools - www.google.com/webmasters - This is by far one of the best tools that you can use to diagnose issues with your site.  You can review crawl errors, meta data issues, linking inventories, etc.  Google Webmaster Tools provides you with detailed reports about your pages' visibility on Google.  You should be logging in regularly to monitor how Google is viewing your site.
  4. Google Webmaster Help Forum - http://www.google.com/support/forum/p/Webmasters.   Learn about crawling, indexing and ranking issues from other site owners and  learn about building search-engine-friendly sites and diagnosing issues with your site's crawling, indexing or ranking.

  5. Google Webmaster Guidelines - http://www.google.com/support/webmasters/bin/answer.py?answer=35769.  Feel free to revisit this from time to time to ensure that you are employing the tactics and best practices that Google suggests will help your site gain a presence within Google's SERPs.
  6. Google Webmaster Checklist - http://www.google.com/webmasters/checklist/. This is a quick little checklist developed by Google to help site owners properly set up their Google Webmaster Tools accounts which again can be used to diagnose site issues as a result of a Google Algorithm update.
  7. Google's Search Engine Optimization Starter Guide: A detailed guide to best practices in search engine optimization, with plenty of illustrations and examples.
  8.  Matt Cutts' Blog - http://www.mattcutts.com/blog/. Popular Googler Matt Cutts tends to chime in after major Google algorithm updates and provides insight into best practices to consider.  While often cryptic in nature, Matt does often provide some clarity and tends to respond quickly to the comments for a given post.  Sometime Matt even reaches out to folks for their thoughts on algorithm issues as seen with this post.
  9. Google Webmaster Central Blog - http://googlewebmastercentral.blogspot.com. Google does a great job with their blogs.  They have a lot of different blogs as we illustrated in our top 50 Google blogs post from a while back.  Posts such as this one can be very helpful when learning about infrastructure or algorithm updates.
  10. Google Webmaster Central YouTube Channel - http://www.youtube.com/user/GoogleWebmasterHelp.  Another great source of information on Google algorithm updates can be found here.  A great example is this response from Matt Cutts on the recent Google "MayDay" Update.
Sometimes your website may lose it’s rankings because of an algorithm change. Sometimes Google makes a change to it’s algorithm that can impact your website, the rules do change and it is important to stay on top of these algorithm changes.  The above tools and resources can be used to help diagnose if your site has indeed been impacted by a Google algorithm update.

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posted by Jody @ Monday, July 05, 2010  
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