Speakers: Cedric Chambaz and Adam Goodman – Microsoft Advertising.
Confession. I bleed purple. I have an emotional as well as professional motive for attending this session. I’m also becomming a big Bing fan of late and I’m pretty excited to see what they come up with this year.
2009 – Bing has established itself as the “best converting” search engine.
Panelists: Marcus Tandler – Mediadonis, Ralph Tegtmeier – Fantomaster, Christoph Cemper – Cemper.com, Sebastian Wentzel – Text-Link-Ads.
We start off by debunking a few myths. Ralph goes through them; only high PageRank links are good, all paid links are bad etc. Don’t obsess too much about high PR links. PR can go up as well as down.
SEO is in some ways a science and at the same time a craft. Given that the search engine algorithms are kept possibly more secret than ‘The Colonels Secret Recipe’, none of us know for certain the definite answer to any SEO question. Our theories of what works and what does not work, must be informed by experimenation; however working with multiple variables in an uncontrolled environment means that we can never be 100% sure that our action is the sole driver of the reaction.
SEO can be a confusing discipline for many, including those within the online industry. A lot of conflicting advice, secrecy, misdirection and outdated practise still exist. A good way to get a feel for how to cut the bullshit, (if you’re a small business or brand owner, seeking to hire an SEO) is to refer to expert blogs and independent research. A blog search engine such as Technorati can help you refine blogs by subject matter and will also rank blogs by authority. Additionally the consultancy SEOmoz publishes an extensive report every two years Search Engine Ranking Factors, which uses a polling methodology which survey top SEO professionals by invitation only. Such methodology is useful as this means you get the aggregate opinion of a large number of industry leading professionals (72 respondents in 2009 edition.)
For any business, your brand is one of the most important things about you. It’s your intellectual property, your social currency, your reputation and what makes you distinct from any other organisation. It is arguably easier now than it ever has been to reinforce and promote your brand, due to media and technologies that allow for non-specialist participation that reaches a mass audience.I’m of course talking about search and the interweb, (mainly Google).
We’re often asked by our clients ‘What is metadata?’ and ‘Why is metadata important?’ Metadata quite literally means ‘data about data’. In terms of web pages, metadata allows you to describe your website, mostly for the sake of search engines but it can also benefit your users too.
The HTML format allows for the inclusion of a variety of types of metadata, most commonly keywords and description however it can be expanded to highly-granular information such as the Dublin Core and e-GMS standards.
Google Base is a free service from Google that allows you to submit content, most notably product feeds. If Google finds the content that you have submitted relevant, it may appear on some of their other service offerings such as their Shopping search engine or Google Maps.
Regardless of how (or if) you currently have a commercial strategy for your website, there are many usability foundations that are often overlooked to the detriment of your revenue potential. If you are ad-funded, subscription funded, an e-commerce site or an affiliate lead generator – your commercial model(s) will benefit immensely from these simple usability tips. Even if you have a sophistocated online product, or a well designed and placed ad solution; your commercial success will be limited unless your site can be easily reached, navigated, read and shared. Follow these simple tips to help increase page impressions, extend average visit times and improve revenue performance.
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