Aug 18, 2010 113 reads by Navneet Kaushal

Finally, the last session of the day….God, it has been a long day! Given the speaker list, there will be no time to nap in this one too 🙂


Greg Jarboe, President & Co-Founder, SEO-PR


Wendi Sturgis, VP, N. America BD and Partnership Group, Yahoo!

Heather Lloyd-Martin, CEO, SuccessWorks

Rand Fishkin, CEO,

Michael DeHaven, SEO Product Manager, Bazaarvoice

The session begins with the often repeated wisdom “content is still king.” The point of repeating this is to draw attention to the new ways of content creation and syndication, such as user generated content, Youtube videos, blogs, social media (Twitter etc) among others.

Content production is intensive and expensive. But it is crucial to over all user experience. The “Purinas” and “Walmarts” are becoming content producers. Wendi also courts complements for Yahoo’s content generation efforts and Rand hands it to her.

The definition of content itself is changing. User generated content and social media are becoming more important than ever before. There is social stream, related searches, trending, images and fair use content, all are great sources of content.

Wendi Sturges also informed that Yahoo is launching a Beta for an extensive content network which addresses all of the above components and not just traditional articles etc.

Michael from Bazaarvoice stresses on the important of user generated content. Upto 80% of the content on most of the commerce sites is user generated. This helps keep the site content fresh and increases site value. You can ask your users to add content too. He also cites examples where UGC results nearly doubled sales of products and increased search traffic by 17 percent. This also added fresh content over a long period of time without any additional cost or effort from the webmaster’s side.

Rand Fishkin is up next.

  1. Focus on individual rankings as against long tail.He suggests identifying one’s weak and strong metrics to see where one should add more content and links.
  2. While selecting keywords, analyze whether the rewards are worth the benefits. You need to establish the optimization techniques you need. If you can target some keyword with exact match domains, you can consider that too.
  3. Widgets and badges are a great way of getting in quality natural links in exchange for good content. Create great content that others will like to link to and let others use it.
  4. Video results and Youtube are great ways of getting rankings and cost much less. Local maps and image search results can be focused on too.
  5. Getting into news results is easy these days too. It might not be that way for long.
  6. You can also use blogging, Twitter and user generated content as content that helps in your conversions and rankings.
  7. Conversion rates can be increased by putting high priced products to the left and the lower priced ones to the right, so that by the time the visitor gets there, it’s considered as a bargain.

Heather is next in line.

She stresses the role of psychology and profiling in content writing and SEO. Creating customer personas are important, trying to understand why they go online and what they are looking for. Don’t hide the benefits you offer, don’t make it hard to find. Make the end benefit simpler to understand and easier to find because that is what the visitors are looking for.

In content writing, one has to combine the power of benefits with the keywords. She cites Brookstone as a good example of how successful sales process works. It is complete with powerful titles, videos, descriptions, product reviews and else that a buyer might need to know.

Lastly, the QA session.

How successful is user generated content from third party sites?

Rand thinks it’s rare but Wendi pushes forwards the case of Yahoo Answers where it can be useful.

How to handle a blog which no one wants to read but is useful for content?

You can call them articles and change blog into a resource center.

Gawd… did I miss anything? Must have, but the session is over and nothing is going to stop me now! Will see you tomorrow.

Developing Great Content: SES San Francisco 2010, 5.0 out of 5 based on 1 rating
Navneet Kaushal

Navneet Kaushal

Navneet Kaushal is the founder and CEO of PageTraffic, an SEO Agency in India with offices in Chicago, Mumbai and London. A leading search strategist, Navneet helps clients maintain an edge in search engines and the online media. Navneet's expertise has established PageTraffic as one of the most awarded and successful search marketing agencies.
Navneet Kaushal
Navneet Kaushal
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