Jamie O’Donnell, SEO-PR, interviews Jay Dunigan, SEO Inc., exhibitor at SES San Francisco 2010. SEO Inc. began in 1997, and helps clients with their SEO (search engine optimization) strategy, including studying their Web architecture, analyzing keywords and competition, onpage seo, linking strategies, and social media. Jay discusses all of the recent developments impacting search and how SEO Inc. must educate its clients on the constantly changing search landscape. It all starts with the blog, according to Jay. SEO Inc. consults with clients on the subject of blog building. The blog is a central portal for creating new content and pushing out that content through social media portals to help create organic links. For more information on exhibiting at SES San Francisco, please visit: www.sessanfrancisco.com
Jamie Smith, CEO, Engine Ready, interviews Stacie Susens, Kenshoo (Stacie previously worked at Resolution Media) on the panel “Ultimate Search Battle” at SES Chicago 2010. Jamie asks Stacy the million dollar question, what is more important, paid search or SEO? Stacy says it is a hybrid approach, using both paid and natural search can drive the best outcomes for your business and generate insights from each channel. Stacy says both paid search and natural search have their benefits and their cons, so when you play off the pros and cons of each you will get the best results for your business. Jamie says if you do have a top organic ranking, try running your ads on the lower side of the page and test the real-estate; the same applies if you have an organic ranking that doesn’t rank in the top 2 or 3 listings of Google, then try experimenting with a paid ad at the top of the page. For more information on speaking at SES Chicago, please visit: www.seschicago.com
Jamie O’Donnell, SEO-PR, interviews Akin Arikan, Unica Corporation, on the exhibitor floor at SES San Francisco. Unica offers a suite of marketing products for marketing professionals. It enables end-to-end optimization, starting with PPC Unica search, automating your bidding and does reporting as well. Next step, Unica helps marketers build landing pages and to test those landing pages. Reducing the bounce rates and making websites optimal, web analytics is also included as part of Unica’s package of search marketing tools. Unica also offers email marketing tools and website personalization. Unica also offers best practices by way of enabling its marketing service providers to help Unica clients. For more information on exhibiting at SES San Francisco, please visit: www.sessanfrancisco.com
Greg Jarboe, SEO-PR, interviews Jennifer Slegg, JenSense, expert in GoogleAdSense at SES Chicago 2010. Online marketers are overly stuck on AdSense, says Jennifer, as there are many more options today available to them. There are many more ad networks available to marketers, including Chitika, and many more niche programs that cater to diverse interests such as cooking, or automotive. The most surprising trend Jenn identifies is the reliance on social media, and some marketers are still not taking advantage of this. If you are interested in speaking at SES Chicago, please visit: www.seschicago.com
BJ Fogg, Director, Persuasive Technology Lab at Stanford University and author of the book, Mobile Persuasion, lectures at SES San Francisco 2010 on the topic of social media and its ability to create hot triggers influencing human behavior. BJ Fogg believes that companies must put hot triggers in the path of motivated people in order to effectively compete in the consumer space. BJ studies the growth of Facebook and how the application uses triggers to influence the behavior of its users. BJ also discusses the impact of mobile on society and how it will become the dominant tool to influence human behavior. BJ concludes by discussing some of the publications his lab is producing for 2011. You can keep track of BJ Fogg’s daily musings on twitter @bjfogg For more information on speaking at SES, please visit: www.sessanfrancisco.com
Jamie O’Donnell, SEO-PR, interviews Chris Moberg, ClickSweeper.com, on the exhibitor floor at SES San Francisco 2010. ClickSweeper does PPC bid management. Its automated software solution imports results from Google, Yahoo, and MSN, taking all of the search engine results from a PPC campaign and optimizes it based upon conversion, ROI, using ClickSweeper’s newest analytics feature, which takes time on sight and bounce rate, combines it with conversion data, and then optimizes campaigns based upon its unique algorithm. Chris discusses typical ClickSweeper size customers and its focus on ecommerce. Chris also elaborates about a particular ClickSweeper success story with client, Zoom Room online. For more information on exhibiting at SES San Francisco, please visit: www.sessanfrancisco.com
Ethan Giffin, Groove Commerce, interviews Alex Cohen, ClickEquations, on the subject of online holiday shopping tactics. Ethan references a Microsoft statistic that impressions go up 43% in December over October. Ethan then discusses some upcoming new ad formats being developed by Google Adwords. Alex predicts for 2011 and 2012 that paid search buys will factor in more demographics and the psychology of the buyer. Alex concludes with some advice to etailers for the holiday season: separate out your brand and category terms into their own ad groups and campaigns and write more specific text ads to help improve conversions. For more information about speaking at SES Chicago, please visit: www.seschicago.com
Chris Boggs, Rosetta, interviews Fionn Downhill, Elixir Interactive, and Geoffrey Wozman, on the subject of brand and trademark reputation management at SES Chicago 2010. Fionn describes an example of how her company was a victim of defamatory postings on the Internet by a competitor. Geoffrey goes on to give a definition of defamation. Geoffrey says the libel laws in the United States supersede the first amendment if all the elements are met for defamation. Publishers are protected under 230C federal communications decency act. Chris Boggs concludes on the nature of defamatory postings and how important it is for companies to measure and monitor their brand reputation. For more information about speaking at SES Chicago, please visit: www.seschicago.com
Anne Kennedy, Beyond Ink, interviews Chris Boggs, Rosetta, and SEMPO president, at SES Chicago 2010 on the subject of holistic SEM. Chris says when it comes to deploying content across the Internet, it is very important for a brand to consider content as including not just text but images, video, graphics, etc…Chris uses the analogy of the marines as a “forward deployed force.” If you have nodes of content that mention your brand, or your category in connection with your brand that exist elsewhere on the Internet, whether or not it includes links, the SERPs will take notice. Chris says instead of taking one piece of content and syndicating it across thousands of pages across the web, he recommends taking ten thousand unique pieces of content and syndicate them across one page each. You don’t want content to outrank your own brand. Chris also says if a community is strongly enough connected to a specific authority or subject, they may gain authority and be able to pass an additional value. Chris says he believes that ‘likes’ will never replace links in terms of authority. Chris also wants to see SEMPO as being one of the main voices of a united search marketing front. For more information about SEMPO, please visit: www.sempo.org For more information about speaking at SES, please visit: www.seschicago.com
Jamie O’Donnell, SEO-PR, interviews Matt Stoddart, chief sales officer, LinkWorth, on the exhibitor floor at SES San Francisco 2010. LinkWorth is an advertising network. This means advertisers purchase LinkWorth’s text link ad products. LinkWorth has 85000 independently-owned publishers that monetize their site and sell ads. The advertisers can come leverage that inventory to craft a custom link building campaign for SEO. SEM agencies make up more than 70% of LinkWorth’s business. LinkWorth’s products consist of text link ads, paid blog reviews, in-text links, in-content pay per click ads, rotating text ads, hosted content pages, article submission, directory submission and many more. For more information about LinkWorth, please visit: www.linkworth.com For more information about exhibiting at SES San Francisco, please visit www.sessanfrancisco.com