**by Josh Dreller**
I took a lot of notes at SMX Toronto
<http://searchmarketingexpo.com/analytics>
earlier this year and posted them in this column as Golden Nuggets
From SMX Search Analytics
<http://searchengineland.com/golden-nuggets-from-smx-search-analytics-17544>
. Looking back at them now, the evidence undeniably reinforces my
memory of how much I learned, and I'm glad to say that three days at
SMX East <http://searchmarketingexpo.com/east>
this week was just as fulfilling.
Instead of going through my own notes this time, I thought I'd
utilize the tool du jour, Twitter, and see what great nuggets I could
find marked with the #SMX hashtag. I've pulled out tweets that
represent some of the hottest topics, tips, and tricks from the show.
So, without further delay, here are my golden Twitter Nuggets (and my
takeaways) from SMX East:
Day 1
@dannysullivan <http://twitter.com/dannysullivan>
: google announced cross domain canonical tag coming by end of year
Takeaway: This was probably the most retweeted topic in the SMX
hashtag on Twitter. I saw literally hundreds of comments about this
news. For more information, check out the good coverage on this
<http://www.webpronews.com/topnews/2009/10/05/duplicate-content-on-google-bing-yahoo>
by Chris Crum at WebProNews.
@KimToomey <http://twitter.com/KimToomey>
: Using DKI in ad text you can get away with a 28 character headline
in Google.
Takeaway: Dan Soha from Five Mill presented this tip in the Amazing
PPC Tactics session. According to Dan, the alt text in Dynamic Keyword
Insertion can actually exceed the headline character limitations of
AdWords from 25 to 28. He made the point that this could be a crucial
loophole for advertisers on vital headlines such as "Affordable
Health Insurance" (27 characters). Nice tip, Dan.
@smec <http://twitter.com/smec>
: use the geographic report in adwords backend for a good start for
restructuring your ppc campaigns.
Takeaway: This is a really smart observation because if you forget to
address important geotargeting segments in your account, you could
really have a lot of work to go back and do.
@LauraLacy <http://twitter.com/LauraLacy>
: Google says not to use disallow in robots file to manage
duplicates. Use canonical tag.
Takeaway: Stephan Spencer from NetConcepts helped me understand this
– if you disallow duplicate pages, you lose those page values vs.
using the canonical tag will still let you garner value in the eyes of
the engine.
@chiefmartec <http://twitter.com/chiefmartec>
: web analytics will be a $1 billion industry by 2014 (Forrester) yet
many companies still don't have the basics right.
Takeaway: This is huge, right? Here we are…the most measurable
channel in advertising and the industry is still lagging behind the
proper use of analytics. We need to get our act together as an
industry— especially in this tough economic time.
@juliepower <http://twitter.com/juliepower>
: "80% of searches on the Web are non-commercial," Chruchill
quotes Jim Lanzone of Ask.com
Takeaway: Nothing shocking here but the first time I've really seen
this data presented and a good stat to tuck away for a rainy day.
Day 2
@joemescher <http://twitter.com/joemescher>
: Yahoo confirms (with Bing, Google) that the meta keywords tag
doesn't influence their ranking algo #icrossing
<http://search.twitter.com/search?q=%23icrossing>
(via @esidone <http://twitter.com/esidone>
)
Takeaway: This was certainly the biggest #smx Twitter topic of Day 2.
Based on the tweet reaction from the search engine community, you can
count this moment as the final nail in the coffin regarding the meta
keyword value debate.It's over folks. Don't waste your time.
@jamiekeaney <http://twitter.com/jamiekeaney>
exposure to social brand pages early in the conversion funnel leads
to a 15% increase in branded searches
Takeaway: One of my favorite sessions of the conference was The
Interplay of Social Media and Paid which Andrew Goodman, Chris
Copeland and Graham Mudd examined the recently released study
<http://www.comscore.com/Press_Events/Press_Releases/2009/10/GroupM_Search_and_comScore_Release_Study_on_the_Interplay_Between_Search_Marketing_and_Social_Media>
between comScore and Group M where they tracked the lifts on Paid
Search from Social campaigns. I highly recommend that white paper to
everyone involved in either search or social media.
@staceymsmith <http://twitter.com/staceymsmith>
: SEO tip: The easier a link is to get, the less value it will have
to a search engine – @EricWard <http://twitter.com/ericward>
Takeaway: From the Ask the Link Builders session with heavyweight SEO
folks. Eric's point hit home with many of the attendees. Eric Ward
<http://searchengineland.com/author/eric-ward>
is straight money, folks.
@alpern <http://twitter.com/alpern>
: Danny Sullivan SEO tip at : Put your press release on your own site
before distributing it elsewhere 2 get your URL indexed hi 4 that PR
Takeaway: This is a great tip! This is just another way to think
about how you handle your own digital content online and how a small
change in your process could have valuable results. This is the kind
of tip we leave our families to find at conferences like SMX.
@springkeeper <http://twitter.com/springkeeper>
: In 2008, $23 Billion spent on online ads, only $250 million on site
optimization and site-side behavioral targeting. 80 to 1 ratio!
Takeaway: Yet another sad, yet true, benchmark of our industry.
Sometimes we can't see the forest through the trees. I still can't
believe there are literally thousands of search pros out there that
still send their traffic to their home page let alone using advanced
optimizations that can truly mean success for their accounts. It
boggles the mind!
@demicco <http://twitter.com/demicco>
Search marketing success is all about learning what the INTENT of
the qualified user is when searching.
Takeaway: I don't know if this came up during a session or if demicco
just wanted to reinforce this simple, yet powerful, point that search
marketers must always remember. Either way, I'm glad someone keeps
reminding us. Thanks, demicco.
DAY 3
@exclusivetweet <http://twitter.com/exclusivetweet>
Domain name length appears to barely matter for rankings (but more
than 11 characters may be unwise)
Takeaway: I just hope you SEO folks recognize this Paid Search guy
remembered to pull a nugget for you too.
@KimToomey <http://twitter.com/KimToomey>
Search & Display together will create a 173% increase in purchases
on site & 124% increase in $$ (retail only)
Takeaway: We've seen many of these studies over the years and it's
always the same…search and display work great together. I wonder
when it will finally stick in people's minds that an ad exposure, even
a lowly banner ad has some affect on a user. If a banner doesn't work,
then a billboard, a television commercial, a radio ad, etc doesn't
work either, but a half century of modern advertising proves that it
does. Wake up Search Industry, banners are your friends—stop
fighting and get along.
@jamiekeaney <http://twitter.com/jamiekeaney>
HTTP Fox add-on for Firefox is good way to show how HTTP status
codes are being used
Takeaway: If I put add one more add-on to my Firefox, I don't think
my computer will be able to reboot again. Just kidding. Love those
plug-ins and this is a cool niche tool to use.
@bogrady <http://twitter.com/bogrady>
Damn: idea for the day – when your competitor drops $$$ on a big
display campaign, squat on their brand keywords and say Thanks!
Takeaway: See my banner ad rant two tweets up this post for why I
love this idea. <http://search.twitter.com/search?q=%23smx>
@bonniesituation <http://twitter.com/bonniesituation>
tip: When changing URLs DO leave old URLs in sitemap.xml till search
engines hit redirects.
Takeaway: Seems like a no brainer but sometimes it takes someone
saying it to become a best practice tool for my digital marketing
toolbox. <http://search.twitter.com/search?q=%23smx>
Friday fun tweets I just had to share:
@adamandeve <http://twitter.com/adamandeve>
: Oh…the guy sitting next to me is wearing the same cologne as an
ex.
@smec <http://twitter.com/smec>
: "creating more landing pages won't harm the rain forest!"
@w2scott <http://twitter.com/w2scott>
"Facebook is like the other internet, but worse" said by
@dannysullivan <http://twitter.com/dannysullivan>
@clickequations <http://twitter.com/clickequations>
: At the booth candy was worse this year, the t- shirts slightly
better.
@joshgister <http://twitter.com/joshgister>
: Just walked by a guy wearing a "your mom links to me" t-shirt.
Ah yes,
@mestrich <http://twitter.com/mestrich>
"If Jackson Pollock was a web marketer, he'd be a spammer."
-funny but powerful analogy with visuals by Eric Ward
@clickequations <http://twitter.com/clickequations>
: Javitz center holds tens of thousands. Mens room accommodates one.
Conversion fail. .
@JadedTLC <http://twitter.com/JadedTLC>
: They should let cute girls into for free! Of course, I'm biased.
@laurenpolinsky <http://twitter.com/laurenpolinsky>
: The geeks are drunk. But it's for charity so it's ok:)
Thanks again to SMX (and specifically Elisabeth Osmeloski
<http://searchengineland.com/author/elisabeth-osmeloski>
/ @elisabethos <http://twitter.com/elisabethos>
) for inviting me to speak at the conference. I can't believe how
much fun my first live Paid Search clinic ession was! Tony Wright
<http://searchengineland.com/author/tony-wright>
(@tonynwright <http://twitter.com/tonynwright>
) was absolutely hilarious as he graciously mentored me through it.
And thanks to Lori Weiman <http://www.thesearchmonitor.com/about_us>
(@searchmonitor <http://twitter.com/searchmonitor>
) for moderating.
Hope to see you all at the next SMX!
Opinions expressed in the article are those of the author, and not
necessarily Search Engine Land.
Josh Dreller <http://searchengineland.com/author/josh-dreller/>
is the Vice President of Media Technology for Fuor Digital
<http://www.fuor.net>
, an agency concentrated in the research, planning, buying and
stewardship of digital media marketing campaigns. Josh can be reached
at jdreller@fuor.net <mailto:jdreller@fuor.net>
.
<font size="-1">
Upcoming Search Marketing Expo events you won't want to miss:<ul><li><a
href="http://searchmarketingexpo.com/stockholm?utm_source=newsletter&utm_medium=text&utm_content=footertext&utm_campaign=SMX%2Bstockholm%2B2009">SMX
Stockholm</a> - Oct. 12-13</li><li><a
href="http://searchmarketingexpo.es/smx-mexico/2009/?utm_source=newsletter&utm_medium=text&utm_content=footertext&utm_campaign=SMX%2BMexiso%2B2009">SMX
Mexico</a> - November 11</li><li><a
href="http://searchmarketingexpo.com/west/?utm_source=newsletter&utm_medium=text&utm_content=footertext&utm_campaign=SMX%2BWest%2B2010">SMX
West - Santa Clara, CA</a> - March 2-4, 2010</li><li><a
href="http://searchmarketingexpo.com/advanced/?utm_source=newsletter&utm_medium=text&utm_content=footertext&utm_campaign=SMX%2BAdvanced%2B2010">SMX
Advanced - Seattle, WA</a> - June 8-9, 2010</li></ul>Attend a <a
href="http://searchmarketingnow.com/?utm_source=newsletter&utm_medium=email&utm_content=textlink&utm_campaign=SMN%2Bgeneral">Search
Marketing Now</a> Webcast - it's free! Upcoming webcasts:<ul><li><a
href="http://searchmarketingnow.com/">PPC Negative Keywords</a> - October
13, 2009</li><li><a
href="http://searchmarketingnow.com/webcasts/wc091020">PPC Bid Management
Rules That Actually Work</a> - October 20, 2009</li></ul>Interested in
advertising or sponsoring Search Marketing Expo or Search Marketing Now
webcasts? <a
href="http://thirddoormedia.com/contact/sales.shtml?utm_source=searchcap&utm_medium=email&utm_content=textlink&utm_campaign=General%2BSales">Contact
us</a>.
<div><a href="http://www.superbhosting.net/"><img
src="http://www.searchmarketingnow.com/_images/superb.gif"
border="0"></a></div>
You are receiving this email because you subscribed to a Search Engine
Land, Search Marketing Now or Search Marketing Expo newsletter. To update
your subscriptions or unsubscribe, use your newsletter preferences page at
http://third.thirddoormedia.com/lists/?p=preferences&id=2&uid=f9779113b77d03598707df46ae032f9b.
Or send your written request to: 279 Newtown Tpke., Redding, CT
06896</font>
--
Powered by PHPlist, www.phplist.com --
0 comments:
Post a Comment