SMX Live: Surviving Personalization With Bing & Google

Jun 5, 2012 • 1:57 pm | comments

(0) by Barry Schwartz | Filed Under Search Marketing Expo 2012 Advanced

Prev Story Next story

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

Stay tuned! Live updates will begin momentarily.

10:02:10 AM Barry Schwartz: Starting soon

10:02:21 AM Barry Schwartz: Speakers:
Rhea Drysdale, CEO, Outspoken Media, Inc. (@rhea)
Aaron Friedman, SEO Manager, Spark (@aaronfriedman)
Marty Weintraub, CEO, aimClear (@aimclear)

10:03:58 AM Barry Schwartz: Marty Weintraub, CEO, aimClear (@aimclear) is going to wake us all up

10:04:14 AM Barry Schwartz: He then calls everyone beautiful

10:05:29 AM Barry Schwartz:

10:06:13 AM Barry Schwartz: It is not just about SEO now

10:06:19 AM Barry Schwartz: Social is integrated into Search

10:06:32 AM Barry Schwartz: Offer Strong incentive for existing community to subscribe

10:06:52 AM Barry Schwartz: Be social with people...

10:06:55 AM Barry Schwartz: Product Updates, Manualsâ€™ Addendum

Deals, Offers, & Commercial Plays

HR News

Crucial Corporate Announcements

Snow Day City Parking

Breakthrough Cancer Drug Announced

10:07:15 AM Barry Schwartz:

10:07:38 AM Barry Schwartz:

10:07:41 AM Barry Schwartz: It is about feed marketing

10:07:59 AM Barry Schwartz: Marty calls this vanity bait

10:08:14 AM Barry Schwartz: If you get an email saying you are great, you check out the link

10:09:01 AM Barry Schwartz: He noticed if he linked to people, people loved to be linked to

10:10:25 AM Barry Schwartz:

10:10:26 AM Barry Schwartz: Interviews work well

10:11:06 AM Barry Schwartz: It is about internal relations, PR

10:12:10 AM Barry Schwartz: Get to know the media: bloggers, TV, publishers, papers, radio... Circle subscriptions are SEO targets, infleunce the most important influencers.

10:12:35 AM Barry Schwartz: Follow them on Google+

10:12:44 AM Barry Schwartz: Customer Service, the best SEO is a product that doesn't suck

10:12:54 AM Barry Schwartz: @mediatemplate does a good job of it he said

10:13:37 AM Barry Schwartz: Celebrate the community, point out things you own a few times a week.

10:13:49 AM Barry Schwartz: Sync this with your publication calendar

10:13:58 AM Barry Schwartz: This way you know what you need to know

10:14:26 AM Barry Schwartz:

10:14:41 AM Barry Schwartz: He likes AJ Kohn on how he said to optimize Google+

10:14:56 AM Barry Schwartz: Do an "identity feed"

10:15:50 AM Barry Schwartz:

10:16:08 AM Barry Schwartz: Linking the PR people, on Google+, link them on LinkedIn and so forth - know who they are

10:18:28 AM Barry Schwartz: 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.

10:19:15 AM Barry Schwartz:

10:19:32 AM Barry Schwartz: That is all from Marty

10:21:22 AM Barry Schwartz: Aaron Friedman, SEO Manager, Spark (@aaronfriedman) next up

10:21:42 AM Barry Schwartz:

10:21:58 AM Barry Schwartz:

10:22:57 AM Barry Schwartz: Barriers for Personalization:
(1) How do I reach a larger audience
(2) How do I get my stuff to show up

10:23:25 AM Barry Schwartz: Quantity: For users, this means getting more relevant results. For marketers, this means getting more users to see their results.

10:24:39 AM Barry Schwartz: This means buy Facebook ads

10:24:52 AM Barry Schwartz: Google+ and Twitter are harder to run ads on, as effectively at least on Facebook

10:25:25 AM Barry Schwartz: In the end, if it is just a lot of traffic, then that is all it is. You need quality.

10:25:40 AM Barry Schwartz:

10:25:51 AM Barry Schwartz:

10:26:05 AM Barry Schwartz:

10:26:15 AM Barry Schwartz:

10:26:26 AM Barry Schwartz:

10:27:07 AM Barry Schwartz:

10:27:56 AM Barry Schwartz: Step 1, identify queries

10:28:09 AM Barry Schwartz: Step 2: Look at social data with Topsy, SocialMention, etc

10:28:47 AM Barry Schwartz: Step 3: Develop content that is relevant, have a list of user for outreach and grow your network

10:29:02 AM Barry Schwartz: Open Graph Optimization: 300 web page experiment

10:29:19 AM Barry Schwartz: People are not using open graph elements

10:29:38 AM Barry Schwartz: OpenGraph have 95 characters and open graph descriptions have 297 descriptions

10:29:49 AM Barry Schwartz: If you do not use it, then you are leaving it up to FB to figure it out

10:29:58 AM Barry Schwartz:

10:30:09 AM Barry Schwartz: Optimize those open graph tags

10:30:30 AM Barry Schwartz: Tweet what you want code, add it to your page

10:30:59 AM Barry Schwartz: Typically Twitter uses Title tag or header, problem is there might be a more effective title

10:31:13 AM Barry Schwartz:

10:31:20 AM Barry Schwartz: Then change the message the next day.

10:31:54 AM Barry Schwartz: Engines are becoming a lot more social, entities are everywhere

10:32:09 AM Barry Schwartz: They are creating a new database of entities and attributes

10:32:23 AM Barry Schwartz: It is understanding concepts about word

10:32:46 AM Barry Schwartz:

10:32:48 AM Barry Schwartz: These are entities

10:32:53 AM Barry Schwartz: Knowledge Graph also

10:33:27 AM Barry Schwartz: Remember the wonder wheel, he said, they are similar to the Knowledge Graph

10:34:24 AM Barry Schwartz:

10:35:03 AM Barry Schwartz:

10:35:40 AM Barry Schwartz: So what do we do with this?
(1) Focus on Rel=Author
(2) Focus on Quality Content
(3) Spend Time Growing your User Base

10:37:05 AM Barry Schwartz: Rhea Drysdale, CEO, Outspoken Media, Inc. (@rhea) is now up

10:37:14 AM Barry Schwartz: Personalization is the future of search (and present)

10:37:22 AM Barry Schwartz: Business case for personalization

10:38:45 AM Barry Schwartz: Location, Search History and Social is what makes up Personalization

10:39:07 AM Barry Schwartz:

10:39:19 AM Barry Schwartz:

10:40:19 AM Barry Schwartz: Google tracks your friends via mutual connections on gmail, Google product interactions, profile links, connected accounts, extended circles, and extended sites

10:40:45 AM Barry Schwartz: How do they connect it?
(1) Similarities between your Google account name and usernames
(2) Similarities between your connections

10:40:56 AM Barry Schwartz: Google tracks what you +1

10:41:54 AM Barry Schwartz: How do they track social activity:
- PostRank
-- Conversions
-- Sources
-- Sharing

This is in Google Analytics

10:42:06 AM Barry Schwartz:

10:43:31 AM Barry Schwartz: SMX London 2012, Amit Singhal said search search was the key to personalized results.

10:43:49 AM Barry Schwartz: Google doesn't want to take over Facebook, they want to enhance search with a social graphâ‰¥

10:44:28 AM Barry Schwartz: Keyword reports are obsolete when search results are personalization

10:44:42 AM Barry Schwartz: Bing said that when looking at personalization, it is looking at social

10:44:55 AM Barry Schwartz:

10:45:47 AM Barry Schwartz: Bing has a competitive advantage to have Facebook and Twitter data

10:45:57 AM Barry Schwartz: Personalized Search Tactics

10:46:16 AM Barry Schwartz:

10:46:34 AM Barry Schwartz:

10:47:32 AM Barry Schwartz: Markup everything except ands, ifs and buts - good quote

10:47:43 AM Barry Schwartz:

10:48:25 AM Barry Schwartz: If you get into a car accident, what else do you need outside of a lawyer? auto repar, chiropractor, addiction specialist, etc. :)

10:49:04 AM Barry Schwartz: