Search Engine Strategies 2007 London Archives

I know I am not in London now, but Liana “Li” Evans is and she has sent over a session from SES London for me to post.

Amanda Watlington
Video has grown explosively
Video presents optimization problems – there is no clear cut winner when it comes to video players
Most users do not know where to look for video – there is a lot of niche market video
Professionally done videos compete with user gen videos
Tip & Tactics – take advantage of major outlest such as YouTube, use rss feeds to distribute your video – create separate fee
Develop your tags as carefully as site keywords
Create video site maps and landing pages for video content
Put the branding in the video within it
Write clear descriptions,

Podcasting
On demand audio cultural distribution
Don’t finalize the name of your show, make sure that show name isn’t in use already
Podshow names are not as easy to check as domain names
Show name is in the Title you will use for the feed, or in RSS_ speak it’s the channel
Note each episode of your show will also have a title, in RSS speak this is at the item levl
Develop a key world list for the show and determine how your brand it
Write the audio tag information carefully in advance
Optimize id3 tags, web page, monitor distribution after you submit it
ID3 tags are very important = meta data for mp3, 4, wma aac or ogg vorbis audio files
39 frames including – copyright, content type dates and content information and space for files such as pictures
Odacity is free – find it on the web, can help you edit the ID3 tags
Use a separate the landing page for the audio content to limit possibility of broken links
Provide subscription information on every landing page, include length and size of the audio file
Include an abstract or a transcription of each episode
Submit your feeds!!

Continue reading "Video and Podcast SEO at SES London"

I know I am not in London now, but Liana “Li” Evans is and she has sent over the keynote session from SES London for me to post.

Keynote Speech with Matt Cutts of Google
Chris welcomes everyone, introduces Matt

Chris: Matt you went to school on the east coast, how did you make it to the west coast and make it to google

Matt: My wife and I eloped to come to Google, he took classes in library and information sciences. Wrote to Google and asked how much do you have to pay. They finally wrote back and started negotiated for a position and he started at Google in 2000.

Chris: You’re head of the web spam team, take us through a typical day

Matt: I’m different, he really spends time in email and spotting trends. Look at bad search reports, and assess, what’s the worse things, how can we prioritize. What can we do to help the users.

Chris: Spam is in the eye of the beholder. They think it’s ok content, but it is spam. Where do you draw the line

Continue reading "A Keynote Conversation with Google's Matt Cutts"

I know I am not in London now, but Liana “Li” Evans is and she has sent over a session from SES London for me to post.

European Case Studies

Chris Sherman introduces panel

Jamie de Valle Sansierra
Chevrolet Search Marketing in UK – triple sales in the uk
Solid e-base built in less than 3 years

Running a European web platform for 31 countries – france, Poland, Sweden, Hungary, Portugal, etc.
SEM activity for 3 years
2004 focused natural search
2005 PPC Pilot – optimized existing platform
2006 Redesign plantform, PPC campaigns
2007 Holistic SEM – borrth ppc and sem

Over 50% of online auto shoppers consider search to be the most influential information sources in their purchase decision
Search is responsible for delivering and average of 19% of their traffic

SEM helps build Brand Awareness and Product Familiarity in Europe (have the big gas guzzlers reputation)
Run SEM centrally – gave them one voice for chevy – saved costs – cost efficiencies, leveraged common web platform

Continue reading "European Case Studies at Search Engine Strategies London"