SMX Live: Surviving Personalization With Bing & Google

Jun 5, 2012 - 1:57 pm 0 by

Below is live coverage of the Surviving Personalization With Bing & Google panel from the SMX Advanced conference.

Disclaimer: The coverage is brought to you in real time, using a custom live blogging tool. Feel free to ask questions or leave comments for inclusion into the live coverage. During the live event, live notes will auto-scroll with newest entries at top. After the session is complete the archive version will have the oldest entries at the top. We ask you to please excuse any typos, as these are live notes.

Finished Auto-Refresh: Off
Barry Schwartz: 10:02:10 am
Starting soon
Barry Schwartz: 10:02:21 am
Speakers:
Rhea Drysdale, CEO, Outspoken Media, Inc. (@rhea)
Aaron Friedman, SEO Manager, Spark (@aaronfriedman)
Marty Weintraub, CEO, aimClear (@aimclear)
Barry Schwartz: 10:03:58 am
Marty Weintraub, CEO, aimClear (@aimclear) is going to wake us all up
Barry Schwartz: 10:04:14 am
He then calls everyone beautiful
Barry Schwartz: 10:05:29 am
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Barry Schwartz: 10:06:13 am
It is not just about SEO now
Barry Schwartz: 10:06:19 am
Social is integrated into Search
Barry Schwartz: 10:06:32 am
Offer Strong incentive for existing community to subscribe
Barry Schwartz: 10:06:52 am
Be social with people...
Barry Schwartz: 10:06:55 am
Product Updates, Manuals’ Addendum

Deals, Offers, & Commercial Plays

HR News

Crucial Corporate Announcements

Snow Day City Parking

Breakthrough Cancer Drug Announced
Barry Schwartz: 10:07:15 am
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Barry Schwartz: 10:07:38 am
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Barry Schwartz: 10:07:41 am
It is about feed marketing
Barry Schwartz: 10:07:59 am
Marty calls this vanity bait
Barry Schwartz: 10:08:14 am
If you get an email saying you are great, you check out the link
Barry Schwartz: 10:09:01 am
He noticed if he linked to people, people loved to be linked to
Barry Schwartz: 10:10:25 am
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Barry Schwartz: 10:10:26 am
Interviews work well
Barry Schwartz: 10:11:06 am
It is about internal relations, PR
Barry Schwartz: 10:12:10 am
Get to know the media: bloggers, TV, publishers, papers, radio... Circle subscriptions are SEO targets, infleunce the most important influencers.
Barry Schwartz: 10:12:35 am
Follow them on Google+
Barry Schwartz: 10:12:44 am
Customer Service, the best SEO is a product that doesn't suck
Barry Schwartz: 10:12:54 am
@mediatemplate does a good job of it he said
Barry Schwartz: 10:13:37 am
Celebrate the community, point out things you own a few times a week.
Barry Schwartz: 10:13:49 am
Sync this with your publication calendar
Barry Schwartz: 10:13:58 am
This way you know what you need to know
Barry Schwartz: 10:14:26 am
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Barry Schwartz: 10:14:41 am
He likes AJ Kohn on how he said to optimize Google+
Barry Schwartz: 10:14:56 am
Do an "identity feed"
Barry Schwartz: 10:15:50 am
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Barry Schwartz: 10:16:08 am
Linking the PR people, on Google+, link them on LinkedIn and so forth - know who they are
Barry Schwartz: 10:18:28 am
Closing thought: In 2009, he was training a company and told them to do a search for results he ranked well for. So he had like 10 people searching for it and then days after, these people found him ranking for all his content. That is because they clicked on his results. Personalization at its best.
Barry Schwartz: 10:19:15 am
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Barry Schwartz: 10:19:32 am
That is all from Marty
Barry Schwartz: 10:21:22 am
Aaron Friedman, SEO Manager, Spark (@aaronfriedman) next up
Barry Schwartz: 10:21:42 am
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Barry Schwartz: 10:21:58 am
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Barry Schwartz: 10:22:57 am
Barriers for Personalization:
(1) How do I reach a larger audience
(2) How do I get my stuff to show up
Barry Schwartz: 10:23:25 am
Quantity: For users, this means getting more relevant results. For marketers, this means getting more users to see their results.
Barry Schwartz: 10:24:39 am
This means buy Facebook ads
Barry Schwartz: 10:24:52 am
Google+ and Twitter are harder to run ads on, as effectively at least on Facebook
Barry Schwartz: 10:25:25 am
In the end, if it is just a lot of traffic, then that is all it is. You need quality.
Barry Schwartz: 10:25:40 am
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Barry Schwartz: 10:26:05 am
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Barry Schwartz: 10:26:15 am
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Barry Schwartz: 10:26:26 am
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Barry Schwartz: 10:27:07 am
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Step 1, identify queries
Barry Schwartz: 10:28:09 am
Step 2: Look at social data with Topsy, SocialMention, etc
Barry Schwartz: 10:28:47 am
Step 3: Develop content that is relevant, have a list of user for outreach and grow your network
Barry Schwartz: 10:29:02 am
Open Graph Optimization: 300 web page experiment
Barry Schwartz: 10:29:19 am
People are not using open graph elements
Barry Schwartz: 10:29:38 am
OpenGraph have 95 characters and open graph descriptions have 297 descriptions
Barry Schwartz: 10:29:49 am
If you do not use it, then you are leaving it up to FB to figure it out
Barry Schwartz: 10:29:58 am
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Barry Schwartz: 10:30:09 am
Optimize those open graph tags
Barry Schwartz: 10:30:30 am
Tweet what you want code, add it to your page
Barry Schwartz: 10:30:59 am
Typically Twitter uses Title tag or header, problem is there might be a more effective title
Barry Schwartz: 10:31:13 am
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Barry Schwartz: 10:31:20 am
Then change the message the next day.
Barry Schwartz: 10:31:54 am
Engines are becoming a lot more social, entities are everywhere
Barry Schwartz: 10:32:09 am
They are creating a new database of entities and attributes
Barry Schwartz: 10:32:23 am
It is understanding concepts about word
Barry Schwartz: 10:32:46 am
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Barry Schwartz: 10:32:48 am
These are entities
Barry Schwartz: 10:32:53 am
Knowledge Graph also
Barry Schwartz: 10:33:27 am
Remember the wonder wheel, he said, they are similar to the Knowledge Graph
Barry Schwartz: 10:34:24 am
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Barry Schwartz: 10:35:03 am
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So what do we do with this?
(1) Focus on Rel=Author
(2) Focus on Quality Content
(3) Spend Time Growing your User Base
Barry Schwartz: 10:37:05 am
Rhea Drysdale, CEO, Outspoken Media, Inc. (@rhea) is now up
Barry Schwartz: 10:37:14 am
Personalization is the future of search (and present)
Barry Schwartz: 10:37:22 am
Business case for personalization
Barry Schwartz: 10:38:45 am
Location, Search History and Social is what makes up Personalization
Barry Schwartz: 10:39:07 am
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Barry Schwartz: 10:39:19 am
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Barry Schwartz: 10:40:19 am
Google tracks your friends via mutual connections on gmail, Google product interactions, profile links, connected accounts, extended circles, and extended sites
Barry Schwartz: 10:40:45 am
How do they connect it?
(1) Similarities between your Google account name and usernames
(2) Similarities between your connections
Barry Schwartz: 10:40:56 am
Google tracks what you +1
Barry Schwartz: 10:41:54 am
How do they track social activity:
- PostRank
-- Conversions
-- Sources
-- Sharing

This is in Google Analytics
Barry Schwartz: 10:42:06 am
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Barry Schwartz: 10:43:31 am
SMX London 2012, Amit Singhal said search search was the key to personalized results.
Barry Schwartz: 10:43:49 am
Google doesn't want to take over Facebook, they want to enhance search with a social graph≥
Barry Schwartz: 10:44:28 am
Keyword reports are obsolete when search results are personalization
Barry Schwartz: 10:44:42 am
Bing said that when looking at personalization, it is looking at social
Barry Schwartz: 10:44:55 am
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Barry Schwartz: 10:45:47 am
Bing has a competitive advantage to have Facebook and Twitter data
Barry Schwartz: 10:45:57 am
Personalized Search Tactics
Barry Schwartz: 10:46:16 am
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Barry Schwartz: 10:47:32 am
Markup everything except ands, ifs and buts - good quote
Barry Schwartz: 10:47:43 am
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Barry Schwartz: 10:48:25 am
If you get into a car accident, what else do you need outside of a lawyer? auto repar, chiropractor, addiction specialist, etc. :)
Barry Schwartz: 10:49:04 am
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Go to the local search panel tomorrow she said.
Barry Schwartz: 10:49:58 am
Search history side she said brand your name, products, company
Barry Schwartz: 10:50:37 am
Write great, relevant content - it is basic, but so few people do it.
Barry Schwartz: 10:50:48 am
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Barry Schwartz: 10:51:00 am
Set up a Wikipedia page
Barry Schwartz: 10:51:08 am
Submit your data through Freebase
Barry Schwartz: 10:51:25 am
Setup Authorship
Barry Schwartz: 10:51:37 am
Brand thought leaders
Barry Schwartz: 10:51:48 am
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Barry Schwartz: 10:52:21 am
Publish content often...
Barry Schwartz: 10:52:37 am
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Barry Schwartz: 10:53:29 am
Create a community account login
Barry Schwartz: 10:53:49 am
Use gmail for login, it is about getting connection
Barry Schwartz: 10:54:02 am
Use events to drive queries
Barry Schwartz: 10:54:27 am
Create and post to Google+ page
Barry Schwartz: 10:54:48 am
Setup Google+ Direct Connect
Barry Schwartz: 10:55:04 am
Increase your Google+ followers
Barry Schwartz: 10:55:32 am
Use LinkedIn to identify your network
Barry Schwartz: 10:56:22 am
Giveaways, contests, sweepstakes, etc
Barry Schwartz: 10:56:30 am
Use Facebook login for comments
Barry Schwartz: 10:56:45 am
Create long and short term content
Barry Schwartz: 10:57:08 am
Engage your community, SEOmoz does a good job of that
Barry Schwartz: 10:57:54 am
That is all --- lunch time soon and then more sessions... http://searchmarketingexpo.com/advanced/agenda
 

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