Lee Odden of Online Marketing Blog does pretty good recaps of Ad-Tech, SES and Webmasterworld. I'm not attending Chicago Ad-Tech, but will attend the New York Ad-Tech later this year.
In Warm and Cozy SEO session, it sounds like the same exact material as the San Francisco Ad-Tech where a similar session had the same speakers and almost identical content (I heard the podcast for the SF Ad-Tech session). Here Dana Todd (who I interviewed for this blog several months ago) and Bruce Clay had this conversation:
Dana: One of the first things to do with a new SEO campaign, is to identify whether the web site is “digestible” to search engines. An example is provided where one client had over 1 million pages and less than 1% was indexed. When such an investment is made into content, it makes sense to ensure that content is indexed by search engines.
Dana to Bruce: “What do you think about services that will crawl your dynamic site and output a mirror site that is HTML and more easily crawled.?”
Bruce: Using a car analogy, if you optimize your site properly, you’re “driving a race car” and can compete better in situations where there are hundreds of millions of search results. If you use a third party tool rather than optimize your site, then you’re driving a “production car”, which is workable for less competitive situations.
Bruce: 80% of searchers are doing research, so if a search engine cannot understand the content of your website, it is unlikely the site is going to serve the needs of the user. Search engines will not reward that.
Dana mentions she often gets questions on theming of this sort: “I have 40 domains, how do I use them. Microsites, sub domains, etc”. The current environment says not to do that. However, some people do it in a clever way. Hosting on different servers, mask domain ownership, etc.
In ad:tech Chicago - Link Building Dan Perry offered a new Backlink tool that looks pretty good as far as it goes and I'll definately use it the next time I do a link campaign.
Now it’s time for the bonus tips: Use the $80 PRWeb option which Dan says will get you into Yahoo News which is much more popular than Google News. Also, be sure to post releases to your web site which will help attract long tail search visibility.
I know for a fact that many of our KMM stories get picked up by Yahoo News because KMM has a relationship with PRWEB. When I tested out some ideas about writing about Fireworks on the 4th of July, a couple of weeks ago, I picked up traffic from my Yahoo News listings many - and I had very good listings - like #1 and #2 for Chicago Fireworks, Detroit Fireworks, New York Fireworks. The entire study can be seen here.
The Podcasting session that Lee reports on was also intersting because it had some concreate success metrics - and I ususally don't see that for Podcast studies.
"Next up was Michael Moore of Purina to talk about their new media and podcasting efforts available at http://www.purina.com/downloads/
The first version of Purina downloads was launched in 2005 offering mobile ring tones and wallpapers, pet care tips via SMS and RSS feeds. Version 2 launched early July 2006 with an enhanced mobile offering, aggregated RSS feeds and audio/video podcasts.
Purina created the podcasts by taking radio show content and editing the audio with bumper music. They also segmented video into 5 minute portions as video podcasts. The focus of the initiative was offer existing content in a way that would be appealing to their audience without creating new content.
Examples repurposing content included: Customer dog pictures available as RSS feed. Cat advice, consumer generated stories about their pets and dog care advice from veterinarians all available via RSS feed.
Success metrics for Purina showed that ring tones were most popular followed by wall paper and tips via SMS. It was interesting that audio podcasts far more popular than video podcasts. Overall usage of the content is growing and the effect of promotions could be seen with slight peaks. Purina’s agency was even able to get iTunes to create a dedicated page for Purina called Purina Petcasting.That's all for now - will check back and see if Lee has more to report on later.
Comment Preview