13 Aug 2009

Day 3: SES San Jose 2009

Final day for SES San Jose 2009, and Patty was able to live blog for two sessions today on SerroundTable.com. Overall the Conference has been a great success, providing much needed information to attendees. In our previous two posts we discussed some great topics including link building basics, engaging the community, and determining ROI for social media. Below is a summary of the final sessions Patty had a chance to attend. 

"News Search SEO"
Speakers Dana Todd (Newsforce), Allison Fabella (The Atlanta Journal-Constitution), Greg Jarboe (SEO-PR), Lisa Buyer (The Buyer Group), David Radicke (Radicke eCommerce), and Maile Ohye (Google) discuss how to tap into the power of news search through the use of Press Releases.
Todd suggests starting researching your news search future. She suggests looking at editorial calendars and leverage what is going to be talked about. Plan your releases in advance; write for people but include your own self serving keywords. Don’t forget: use exact keywords and also variations. Always optimize the title, description, body, and utilize photos or video as applicable. The next speaker, Fabella, gives advice on how to find the next big story. Utilize Google Zeitgeist, Facebook Lexicon and MediaCloud.org.
Next up is a discussion from speaker Radicke about reliance on Google news. Some solely rely on Google news and that is not a good idea. Why? Any change in Google’s algorithm can seriously drop or increase traffic. Up next, tweeting for news! Buyer states that Twitter definitely affects Google news, and should be integrated into your PR strategy. She suggest following related media and using alerts to find out who is talking about your brand.
Jarboe discusses a case study for Parents magazine, and their quest to have more entries in a baby photo contest they ran. They announced the contest on their blog, offered tips from the judges, thanked those who blogged about their first release, and mentioned when the contest would be ending soon to prompt last minute entries. Key things to note: have pictures in your news, and remember that social media is essential to your success.
Ohye from Google finishes up the session and offers up her best practices:
1.)       Unique, permanent URLS with 3 digits
2.)       Don’t break up article body
3.)       Put dates between title and body
4.)       Titles matter!
5.)       Separate your original content from your press releases in the directory structure
6.)       Publish informative and unique content
"SEO Through Blogs & Feeds"
Speakers Amanda Watlington (Searching For Profit), Dixon Jones (Receptional LTD), Sally Falkow (PRESSfeed), Lee Odden (TopRank Online Marketing), and Jim Hedger (Webmaster Radio) are here to discuss the advantages blogs and feeds have to offer for SEO.
Watlington focuses on where we’ve come since 5 years ago, when blogging was first discussed at SES.
1.)       Don’t do a "me too" blog, be unique
2.)       Plan early, build a strategy, and use a team approach to promote continuity
3.)       It’s all about content, analyze your content and improve from there
4.)       Leverage your readers (on social sites like Twitter and Facebook), build up your following
5.)       Leverage the SEO benefits
Dixon is up next, and discusses linking for blog success:
1.)       Get people to link to you, industry related and of value
2.)       Use technology to get links on other blogs, making use of widgets or build your own
3.)       Gauge customers by how they use your widgets and gadgets
4.)       Utilize RSS feeds
5.)       Link out and you’ll receive love back
Falkow is up, and discusses using the content you have and socializing it. She suggests using news feeds (RSS). Putting content in a feed will notify others that there is new content available, other sites can republish your content, and putting it in a feed allows others to see your content who will likely link back to you. Odden follows with his link building tips for blogs with 8 helpful tips:
1.)       High quality content is a must
2.)       Link out
3.)       Make a big list of blogs
4.)       Get on others lists (or make your own)
5.)       Make a good tool that is useful (maybe an RSS tool or bookmarking tool)
6.)       Write guest posts
7.)       Make it easy for people to re-tweet you
8.)       Network offline in the real world
*bonus tip: Place a link to your blog in the foot of your RSS feed, when people take your content your link is still embedded.
Lastly Hedger takes the stage to discuss wide-casting to a narrow audience and narrow-casting to a wide one. For his site over half of his listeners come from podcast (RSS feeds), very few actually listen live. He suggests thinking about how your audience is getting to you, and for many distribution means everything. Optimize the description and the actual name of your RSS feed so search engines will find it (that includes MySpace, Twitter and Facebook…they too are search engines). Consider title, tags, descriptive text, and the RSS subscription link when looking to optimize and place your keyword. You might get lucky and iTunes may just pick up your feed.
Lots of great information this year at SES San Jose 2009!