SES Magazine January 2011

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SES London SearchEngineStrategies.com

January 2011

21-25 February pages 15-18

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PLUS 10 tips for ramping up retweets 6 The semantic web: not a moment too soon 8 The mobile web: 3 key improvements 22 5 ways to search engine optimize a press release 24

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Follow us @sesmag

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contents

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FEATURES

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Get Into The Mix

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At the ultimate digital marketing event

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Whether you work at a small business or a big brand, here are some helpful B2B social media marketing techniques and brief case studies.

SEO PLANNING FOR 2011 Highlights of the year that was in search engine optimization (SEO), plus a look at what big changes we should expect in 2011.

SNEAK PREVIEW: SES LONDON From social to video and local to mobile, the new online marketing frontier is here. Discover how to connect all of the dots at next month’s SES conference. Learn about the speakers, sessions, workshops, and exhibitors that make SES London a must-attend event.

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NO MORE MOBILE EXCUSES

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THE MOBILE WEB: 3 KEY IMPROVEMENTS

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5 WAYS TO SEARCH ENGINE OPTIMIZE A PRESS RELEASE

GLOSSARY Terms and acronyms every online marketer should know.

USING BEHAVIORAL TARGETING TO BUILD A RELATIONSHIP

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10 TIPS FOR RAMPING UP RETWEETS When a post goes viral on Twitter, it can dramatically help your SEO and social media marketing. Here’s how you can get people to retweet your content.

THE SEMANTIC WEB: NOT A MOMENT TOO SOON Marketers are gaming the systems that power the social web, which is driven more by the activities associated with content — likes, shares, views — than it is by the actual meaning of that content.

Is your company big enough to consider going mobile? Are your clients always on the go? Four signs it’s time to dip your toes in mobile waters.

The mobile web stands to become an even more effective marketing platform. Watch for these advances in 2011.

SEO-ing your press releases can increase awareness, traffic, and conversions. Plus, it affirms your brand’s authority in its niche market. Here’s how to do it.

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Broad-based behavioral targeting may end up creating more of an annoyance and lack of connection than anything else. Here’s how to present relevant offers and suggestions that your customers will appreciate.

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ATTRACT LOCAL SEARCHERS AND BOOST SEARCH RESULTS RANKINGS Consumer ratings and reviews can give searchers information they need to make their shopping decisions, and help local businesses attract these searchers.

COLUMNS

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B2B SOCIAL MEDIA MARKETING: DOES IT WORK?

SEARCH IS SEARCH, SOCIAL IS SOCIAL: TREAT THEM SEPARATE SEOs should keep doing their normal tasks to improve rankings in the SERPs. Tweets and likes may generate some traffic, but these “social signals” won’t magically help your site rise in Google or Bing’s organic results.

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CREATE A MEDIA PLAN AND AN ENGAGEMENT PLAN Consider these 10 approaches for creating online ads that will engage people with your brand.

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LINK BUILDING VIA CURATION Curation has all of the best traits of effective link building: It creates content that’s valuable to users, it helps build relationships with industry influencers, and it’s easy and scalable as a content and relationship-building tool.

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Staff Matt McGowan MD, North America

Mike Grehan VP, Global Content

MAGAZINE Managing Editor Drew Eastmead Contributors Jeremy Bencken, Jason Dempsey, Eric Enge, Dave Evans, Ben Finklea, Andrea Fishman, Kevin Gibbons, Harry Gold, Amy Muething, Gregg Stewart, Kaila Strong, Frank Watson

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PROGRAM DEVELOPMENT

Want to learn more?

Senior Program Director Marilyn Crafts Conference Program Manager Jackie Ortez

Get the latest information on sessions, speakers, exhibitors and more at:

Drew Eastmead | Managing Editor

SESLondon.com

OPERATIONS Director, Operations Operations Manager Operations Manager Registration Associate

Michele McDermott Dan Hoskins Tamsin Parkin Charisse Rosales

CLICKZ & SEARCH ENGINE WATCH Executive Editor, ClickZ Director, SEW Managing Editor, News Senior Editor, News Staff Writer Staff Writer Copy Editor Asia Desk Editor

Anna Maria Virzi Jonathan Allen Zach Rodgers Kate Kaye Christopher Heine Jack Marshall Caitlin Rossman Adaline Lau

SES Advisory Board &RPSULVHG RI ERWK LQGXVWU\ WKRXJKW OHDGHUV DQG UHDO ZRUOG SUDFWLWLRQHUV WKH 6HDUFK (QJLQH 6WUDWHJLHV DGYLVRU\ ERDUG EULQJV WRJHWKHU WRS SOD\HUV LQ WKH ILHOG RI LQWHUDFWLYH PHGLD DQG VHDUFK 7KH WHDP ZRUNV WR GHOLYHU FRQWLQXDOO\ FXWWLQJ HGJH VHDUFK WHFKQLTXHV PRUH LQWHJUDWHG DQG UHOHYDQW FRQWHQW DQG SURIHVVLRQDO GHYHORSPHQW UHVRXUFHV WR 6(6 DWWHQGHHV Mike Grehan, Chair Global VP Content SES/Search Engine Watch/ ClickZ

Bryan Eisenberg Bestselling author bryaneisenberg.com

Jon Myers Head of Search/Assoc. Director Mediavest

Matthew Bailey President SiteLogic

Christian Georgeou Marketing Manager SES Conference & Expo

Lee Odden CEO TopRank Online Marketing

Thomas Bindl Founder & CEO ReďŹ ned Labs GmbH

Andrew Goodman President Page Zero Media

Jackie Ortez Conf. Program & Training Mgr. SES Conference & Expo

Mikel Chertudi Sr. Director, Online & Demand Marketing Adobe

Bill Hunt President Back Azimuth Consulting

Erica Schmidt Global Search Director iProspect

Eddie Choi Managing Director Frontiers Digital

Anne Kennedy International Search Strategist Beyond Ink USA

Crispin Sheridan Sr. Director of Search Marketing SAP

Marilyn Crafts Senior Program Director SES Conference & Expo

John Marshall CTO Market Motive

SALES & MARKETING Sales Directors Andrew Katz Elaine Mershon Elaine Romeo Peter Westerholm Account Executive Elizabeth Huston Director, Client Services JoAnn Simonelli Marketing Director Angela Man Marketing Manager Christian Georgeou Web Designer Rebecca Holz Designer Edward Simpo Online Operations Manager Louise Laberge Online Operations Assoc. Aleksey Gershin

CORPORATE Chief Executive Tim Weller Group Managing Director James Hanbury

Advertiser Index For information about advertising in future issues, please contact sales at sales@SearchEngineStrategies.com or (212) 457-4993.

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Business Wire ................................................ 21

Submit Edge .................................................... 3

ClickZ.com..................................................... 23

Symantec - VeriSign Authentication Division .. C4

LinkWorth ........................................................ 7

topseos.com .................................................. 14

Bing ............................................................... C2

Trackur .......................................................... 27

PRWeb........................................................... 11

Wiley Publishing ............................................ C3

ƒ FOCUS: behavioral programs

Using behavioral targeting to build a relationship By Andrea Fishman

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ners, and leads BGT’s Chicago ofďŹ ce. Since joining BGT in 2003, she has driven value to the agency’s clients through the development of competitive assessments, strategic delivery plans, and integrated marketing programs. A graduate of Brandeis University, Fishman is a nationally recognized expert on interactive marketing. She speaks at events across the country and contributes regularly to ClickZ, BtoB Magazine, and Chicago Business. @andreaďŹ shman

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FOCUS: social media

10 tips for ramping up retweets

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Want to learn more? The 24 February session, “Twitter Nation & Automation,” will help you understand more about the micro-blogging platform. Find out more:

SESLondon.com

By Kevin Gibbons

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agency SEOptimise. A highly respected blogger on search engine marketing and social media, Kevin writes frequently for SearchEngineWatch.com, SEOptimise, and Econsultancy. He can often be found actively contributing on Sphinn and Twitter. @kevgibbo

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The semantic web: not a moment too soon By Dave Evans

7 Further reading The New York Times published a stunning article on Nov. 26, 2010, about a marketer who gamed the SEO and social media worlds. The article spawned an arrest and a change to Google’s algorithm. Read the piece here:

http://nyti.ms/fzhjxD

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FOCUS: social media

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Want to learn more? The 24 February session, “Social Media & the Marketing Mix,” will help you understand more about social networks and strategy. Find out more:

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FOCUS: social media

B2B social media marketing: Does it work? By Kaila Strong

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Want to learn more? The 23 February session, “Monetising Social Commerce,” will explore brand loyalty and the social targeting revolution. Find out more:

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By Eric Enge

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COVER STORY / FOCUS: search engine optimization

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Get Into The Mix At the ultimate digital marketing event

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21-25 February • London www.SESLondon.com

Register by 4 February to save £400. Save an additional 15% when you use your keycode* at SESLondon.com. *Your keycode begins with “KEYLN” and is located on the mailing label (see magazine cover).

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DAY 3 THURS, 24 FEB

DAY 2 WED, 23 FEB

DAY 1 TUES, 22 FEB

AGENDA 9:30-10:45 a

Conference Welcome & Opening Keynote: Jeffrey Hayzlett Celebrity CMO & Bestselling Author

10:45-11:15a

Grand Opening of the Expo Hall (open 10a-6p) Track 1

Track 2

Track 3

11:15a-12:15p

Introduction to Search Engine Marketing

Basic Analytics

Key Points in Launching a Global Website

12:15-1:15p

Networking Lunch in the Expo Hall

1:15-2:15p

Introduction to SEO

Yahoo! Search and Bing: A Powerful New Choice in Search

Music & Search Engine Marketing: Quality Score & The Volume Game

2:45-3:45p

Link Building Basics

Meaningful SEO Metrics

Introduction to Information Retrieval on the Web

4-5p

Sponsored Session

Deep Dive Into Analytics

PPC or SEO? The Ultimate Search Marketing Battle

5-6p

Networking Cocktail Reception

Track 1

Track 2

Track 3

9:30-10:30a

Successful Information Architecture

Monetising Social Commerce

Introduction to Paid Search

11a-12p

Marketing to the European Union

Update on Real Time Search: I Want it Now!

Content Marketing Optimisation

12-1p

Networking Lunch in the Expo Hall (open 10a-3p)

1-2p

Why Does Search Get all the Credit?

We Build Pages: Over 50 Killer Internet Marketing Tools

PPC Beyond Search: New Ad Formats, Display & Social

2:30-3:30p

Is Search Remarketing/ Retartgeting Right for You?

Enterprise Level SEO

Ads in a Quality Score World

3:45-4:45p

Developing Great Content

Crossing the Digital Divide: The Leap From Search to Display

Advanced Paid Search Tactics

5-6p

SEO & EXCEL for Big Websites

Augmented Reality Revisited

Paid Search Site Clinic

6-7p

Black Hat, White Hat: Unconferenced

Track 1

Track 2

Track 3

9:30-10:30a

Introduction to Social Media

Duplicate Content & Multiple Site Issues

Video Search Optimisation

10:45-11:45a

Twitter Nation & Automation

Getting Mobilized: Mobile Marketing Strategies

Local 2.0: The Evolution of Local Search

11:45a-12:45p

Networking Lunch

12:45-1:45p

Killer Facebook Marketing Tactics

SEO Through Blogs & Feeds

Making Money With Affiliate Programs

2-3p

Search, PR & the Social Buttery

Speaking Geek: How Marketers Can Work with Web Developers

Digital Asset Optimisation

3:30-4:30p

Social Media & the Marketing Mix

Tough Love Site Clinic

Conversion Clinic

4:30-5:15p

Wrap-up Session/Open Forum

Go online for the most up-to-date agenda:

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AGENDA SAMPLE SESSIONS

DAY 1 Introduction to Search Engine Marketing This session will provide a clear and concise overview of the key concepts involved in search engine marketing. Who are the major search engines, and how can you best optimise them to gain “natural” or “organic” traffic without cost? Learn how to achieve top ranking or placement by utilizing search engine advertising opportunities. This is a must-attend basic session for anyone new to SES events. Key Points in Launching a Global Website As the world becomes smaller and search marketing becomes more espe or co optim

KEYNOTE SPEAKER DAY 1 TUES, 22 FEB JEFFREY HAYZLETT Best-selling Author & Former Kodak CMO Hayzlett is known as the “celebrity CMO” for his work at Kodak, because his countless media appearances and social media skills have made him one of the top C-level executive Twitterers in the world. He is also a cowboy, literally — a South Dakota native who always wears cowboy boots and still has a little house on the prairie. A much sought-after speaker, Hayzlett was named “Business to Business Marketer of the Year” by B2B Magazine in 2009 and has received numerous business awards and honors.

EXHIBITORS/SPONSORS

WORKSHOPS Monday, 21 February: SES Training “Creating Social Media Strategies Using Audience Research,” “Information Architecture,” “Link Acquisition and Optimization,” and “Google AdWords Tactics to Improve Your ROI.” Tuesday, 22 February: Institute of Direct Marketing Workshops “Digital Marketing Strategy: Take the Smart Decisions in 2011,” and “Maximise Opportunities through Local Search Marketing.” Tuesday & Wednesday: Online Marketing Institute Workshops “Social Media Strategies & Research” and “Social Media Content Strategy Tactics & Best Practices.” Friday, 25 February: OMS Day (Online Marketing Summit) “Moblie Marketing Metrics,” Social UX,” Twitter, Facebook, and more. Learn more:

SESLondon.com/training.php

adX AuroIN LLC Bing Freshrank SEO Jobs In Search LinkWorth PRWeb Purecontent Searchignite SubmitEdge Symantec - VeriSign Authentication Division topseos.com Visibility Magazine We Build Pages Yahoo! Search Get the most updated list online:

SPECIAL EVENTS

SESLondon.com

Monday, 21 February: SES London Meet & Greet This event is open to all SES London attendees. Hang out, talk about sessions you’re looking forward to seeing, questions you’re ready to ask, and share your experience and interest in marketing! Tuesday & Wednesday: Drop-In Recruitment Centre Representatives will be available to talk to visitors about job vacancies and the current job environment. They’ll also offer advice to those looking to move into the search engine industry. A free CV/ resume advice and feedback clinic will also be available. Wednesday, 23 February: WOMMAUK Theatre Presentation From 1-2:30 p.m., this panel will discuss how SEO goes further than checking how well you score in a Google search or buying ad words. Search is greatly enhanced by identifying brand enthusiasts and connecting with them. By influencing the influencers, you increase the chance to be found by a searching consumer.

SESLondon.com/special-events.php

Register by 4 February to save £400. Save an additional 15% when you use your keycode* at SESLondon.com. *Your keycode begins with “KEYLN” and is located on the mailing label (see magazine cover).

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se “KE your Y keyc LN” o de*

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SESSIONS SAMPLE SESSIONS continued

DAY 2 Introduction to Paid Search Paid placement is a form of searchadvertising that provides a top ranking in return for payment. Every major search engine offers a paid placement program. Learn what’s available in this informative session that is especially geared toward beginners, including details on programs from major providers and advice on how to succeed. Marketing to the European Union The EU offers both new opportunities and new challenges for marketers. It brings together 27 European countries which are gradually “harmonizing� their laws and regulations to give marketers ever easier access to the half a billion people who live within its borders — but the Europeans themselves don’t generally think of themselves as “European,� but as “French� or “German�. They also speak 23 official languages as well as many minor unofficial languages such as “Catalan� or “Welsh.� So how do roll out online campaigns to reach them successfully and costeffectively? From search engines to social media, this session will look at the “How to?� of the “EU.�

world. While the good old organic results pages still attract tens of thousands of experts probing the latest algorithmic quirks and optimisation techniques, video search remains relatively uncharted waters. Panelists discuss the importance of optimising for video search, and probe into tactics like keyword research, copywriting, reputation enhancement, and sponsorships and special programs.

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.

Local 2.0: The Evolution of Local Search There are still large gaps between the point of search and the point of purchase. How are online mapping, shopping engines, and directories starting to fill these gaps with user-generated content, video, or inventory data that funnel searchers towards local businesses? And what about location-based services (LBS)?

DAY 3 Introduction to Social Media Social media has become a major piece of the search marketing puzzle and is changing the way we work, communicate and live. This session is designed to guide you through the complex landscape of social media and how it relates to your brand or web property. You’ll learn about the leading sites, the functionality they provide, and best practices for interacting in these virtual places. Video Search Optimisation According to comScore, YouTube is now the No. 2 search destination in the

Conversion Clinic Are you one of those companies that get plenty of visitors but only about 2% of those that visit convert into a sale or a lead? This interactive session takes volunteers from the audience and examines their websites live to show you why you aren’t making enough sales. Do you know the main issues holding your website from converting visitors? Our panel of experts will make sure you walk away from this session with a great deal more insight about the factors that cause your website to act like a leaky bucket.

3 EASY WAYS TO REGISTER: Online: SESLondon.com Phone: 1-800-955-2719 Mail:

PRICING Pass

SES Conference & Expo 120 Broadway, 6th Floor New York, NY 10271

Group discounts are available. Call for details. Note: Rates do not include 20% VAT.

Dates

Rates Expire 4 Feb

Early Bird

Rates Expire 21 Feb

Pre-Show

www.SESLondon.com On-Site

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SES Training (full)

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IDM Workshops

22 Feb

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FOCUS: local

Attract local searchers and boost search results rankings By Gregg Stewart

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Want to learn more? The 24 February session, “Local 2.0: The Evolution of Local Search,” will explore online mapping, user-generated content, video, and more.

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Gregg Stewart is president of 15miles, TMP Directional Marketing's new full-service interactive division. His career in interactive advertising and local search marketing spans over 20 years. TMPDM serves hundreds of clients, including nearly 100 Fortune 500 @greggstewart

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FOCUS: mobile

No more mobile excuses By Amy Muething

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Want to learn more? The 24 February session, “Getting Mobilized: Mobile Marketing Strategies,” will explore mobile SEO and driving traffic through mobile applications.

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GloMoSoMe!

GloMoSoMe means Global Mobile Social Measurable. It’s a comprehensive, multichannel platform that includes patented technology, as well as other unique features, all backed by the human expertise designed to serve the needs of the 21st century communications professional. You get unparalleled global reach and it’s all measurable. In the world of IR, we simultaneously meet disclosure and reach investors, reporters, and other key audiences better than any other newswire service. With Business Wire, you can easily add your EDGAR/SEDAR filing to your wire order. Our secure in-house disclosure system is backed by highly skilled staff – 24/7. With GloMoSoMe and Business Wire, we have you covered. To find out more, go to GloMoSoMe.com or email tradeshow@businesswire.com. Press Release Distribution | Disclosure & Transparency | Regulatory Filings | XBRL | Online Newsrooms ©2011 Business Wire, the Business Wire logo, GloMoSoMe, Global Mobile Social Measurable are trademarks of Business Wire, a Berkshire Hathaway Company.

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FOCUS: mobile

The mobile web: 3 key improvements

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past four years. He constantly pushes his team of 50 to develop unique programs and rich Internet applications for clients. Jason works on all of Moxie’s brands, including Coca-Cola, 20th Century Fox, and Verizon Wireless. He has also worked at Accenture and BellSouth Technology Group.

Be a walking genius. Download the free ClickZ iPhone app today. Search for “clickz” in the app store.

digital marketing news • expert columns • stats 6HDUFK(QJLQH6WUDWHJLHV FRP 6(6

5 ways to search engine optimize a press release By Ben Finklea

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Want to learn more? The 24 February session, “Search, PR and the Social Butterfly,” will help you understand more about online press releases. Find out more:

SESLondon.com

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FOCUS: the marketing mix

Search is search, social is social: Treat them separate By Frank Watson

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Forget trying to find some magic bullet <RXU EHVW EHW &RQFHQWUDWH RQ ZKDW \RX ZRXOG QRUPDOO\ GR WR LPSURYH \RXU FRQWHQW LQ WKH 6(53V DQG GHYHORS VRFLDO PHGLD IRU LWV RZQ VDNH 'RQ·W GULQN WKH .RRO $LG RI GLVWUDFWLRQ Frank Watson has been involved with the Web since it started. For the past five years, he headed SEM for FXCM. He has now started his own marketing agency, Kangamurra Media. Frank was one of the first 100 AdWords Professionals, a Yahoo and Overture Ambassador, and a member or mod of many of the industry forums. He is also on the Click Quality Council and has worked hard to diminish click fraud. @aussiewebmaster

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FOCUS: leads

Create a media plan and an engagement plan By Harry Gold

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FOCUS: promotion

Link building via curation

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By Jeremy Bencken

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WORLD TOUR San Diego 2011

Tokyo 2011

February 10 Downtown Westin

June 28-29 TBD

London 2011

San Francisco 2011

February 21-25 Queen Elizabeth II Conference Centre

August 15-19 Moscone Center

New York 2011

Hong Kong 2011

March 21-25 Hilton New York

September 20-21 TBD

Shanghai 2011

Amsterdam 2011

May 24-25 TBD

September TBD

Toronto 2011

Chicago 2011

June 13-15 Hyatt Regency Toronto

November 14-18 Hyatt Regency

in association with

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THE NEW VERISIGN TRUST SEAL. TRUST ISN’T THE ONLY THING IT DELIVERS. The most trusted mark on the Internet now delivers more. Display it on your site to deliver more transactions. Add it to search results for more click-throughs and site traffic. Deliver more peace of mind at every point of your customer’s online experience. Learn how displaying the VeriSign seal increases online transactions by an average of 24 percent at booth 17.

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© 2010 Symantec Corporation. All rights reserved. Symantec, the Symantec Logo, and the Checkmark Logo are trademarks or registered trademarks of Symantec Corporation or its affiliates in the U.S. and other countries. VeriSign, VeriSign Trust, and other related marks are the trademarks or registered trademarks of VeriSign, Inc., or its affiliates or subsidiaries in the U.S. and other countries and licensed to Symantec Corporation. Other names may be trademarks of their respective owners.

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