The roundup for SES Chicago Conference, Day 2 is here:
Creating Compelling AdsWriting ForSearch Engines
Rebecca Lieb, Executive Editor, The ClickZ Network, was the moderator for this session. The speakers were Darren Kuhn, Group Account Director, Resolution Media and Phil Stelter, Director of Business Development, Range Online Media. Speakers focused on how to compel the consumer to click through while the ad complies with editorial standards.
Titles are the most important part of the listing as these help gain attention. The keyword must be used in the title. It is very important to be grammatically correct as errors can hurt brand and results. Once you have user's attention the description must eliminate converters from non-converters. Description must also be customized for keywords. Create unique descriptions for every keyword phrase at Yahoo! Next, use display URL which helps user gain the confidence that they are not duped into entering a wrong site. Inform people what you have but do not try overly to sell your product. Have four to six creative styles with different message types like product guarantees, price points, or free shipping. Specific tracking tag are recommended. There are different guideline writings for service site as opposed to retail site. Every brand or service must be customized.
Duplicate Content & Multiple Site Issue:
The session was moderated by Chris Sherman. The speakers for the session were: Mikkel deMib Svendsen, Shari Thurow, Google's Adam Lasnik, Yahoo!'s Tim Converse and Jon Glick from Become.com. Duplicate content has assumed importance due to increase in use of syndication. It is a major issue for webmasters. The session discussed what exactly a duplicate content is; why it is a problem; how search engines determine duplicate content and technical issues invloved.
According to Shari Thurow it is difficult to define as to what classifies as duplicate content. The engines look for resemblance and if it is found that the page contains same information then it is duplicate. Duplicate content is a problem because too many versions of same material constitutes bad user experience. Thus, search engines decide which version to use and eliminate others. The filters used by search engines to determine duplicate content are: Content properties, linkage properties, host name resolution, Shingle comparison, and content evolution.
Using robots.txt file helps to exclude duplicate pages. To prevent theft of your content use Copyscape, archive.org and copyright your material. In case you are suffering from duplicate content – use static URLs and do not list products on more than one page. When you rewrite a URL remember to redirect the original URL. If you find that your site is ranking for www as well as non-www version, use one and put 303 redirect in the other one.
Local Search Marketing Tactics
This session moderated by Greg Sterling, Founding Principal, Sterling Market Intelligence, discussed the ways search marketers are tapping into an audience using local search engines, online yellow pages and other local search methods. The speakers for the session: Stacy Williams, Managing Partner, Prominent Placement, Inc.; Patricia Hursh, President, SmartSearch Marketing; Justin Sanger, President, LocalLaunch!
With Yellow pages, search engines, review sites local search is a highly fragmented area. While some are editorial free others are ad paid supportive. It has been noted that less than 1 percent use main search engines for local searches. The site must be optimized using geo-targeted search terms. Collect basic biz info, description of varying lengths and include search terms but make sure you do not overdo them. Always choose rich structured business content. Optimized business data must be cleansed and distributed. You would want to be known for core business data. Keywords placed in the reviews also show up in algorithms. Analyze and study your SERPs to determine link strategies.
Mobile Search Optimization:
Danny Sullivan moderated this session. The speakers for Mobile Search Optimization were: Cindy Krum from Blue Moon Works, Infuse Creative, LLC's Gregory Markel, Paul Smith from Pulse Media, and Jason Prescott from JP Communications. One of the speakers predicted that by 2010 over 300 million people will be using mobile phones. Mobile expansion will benefit various industries including fast food restaurants, travel, entertainment, financial, consumer packed goods and the adult industry.
Mobile search engine optimization is considered to be much similar like SEO, however there are certain differences between the two. The browsers, bots, crawlers are different and mobile search engine optimization has less traffic. Most widely used mobile engine is Google Mobile Search which will render any website to promote better user experience. The pages are translated by analyzing html & converting it into mobile ready format. Gregory advised building multiple cell phone handset or browser versions for a site. User agent detection script to identify the PDA or phone serves best possible user experience. Titles and descriptions play an important role.
Successful Site Architecture :
The designer must pay attention to SEO while designing a site. As a site owner your aim should be to achieve high rankings in organic search. Site Structure is highly essential to help you achieve the goal. Derrick pointed that you need to uncover all the domains and subdomains of your site and identify unique web pages on each domain or subdomain. You then need to measure the number of pages from your site that each engines indexes. Next, you need to track your rankings for critical keywords. After you have an idea on how much traffic you are getting you must ascertain the search phrases that are generating traffic from each. You then determine which phrases generate the most conversion. Derek also explained the Circle of Death actions which include disallowing the search engines to index your site accidentally, using tracking IDs or dynamic URLs, making the engines accept cookies before entering, and home page redirects.
Some of the tips given for creating an accessible site: have a site map, the site must have clear hierarchy & text links, pages must accurately describe the content, try using text instead of images to display important names, content and links. Title and alt tags must be descriptive and accurate.