Below is live coverage of the Surviving Personalization With Bing & Google panel from the SMX Advanced conference.
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Barry Schwartz:
9:02:10 am
Starting soon
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9:02:21 am
Speakers: Rhea Drysdale, CEO, Outspoken Media, Inc. (@rhea) Aaron Friedman, SEO Manager, Spark (@aaronfriedman) Marty Weintraub, CEO, aimClear (@aimclear)
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9:03:58 am
Marty Weintraub, CEO, aimClear (@aimclear) is going to wake us all up
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9:04:14 am
He then calls everyone beautiful
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9:05:29 am
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9:06:13 am
It is not just about SEO now
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9:06:19 am
Social is integrated into Search
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9:06:32 am
Offer Strong incentive for existing community to subscribe
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9:06:52 am
Be social with people…
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9:06:55 am
Product Updates, Manuals’ Addendum Deals, Offers, & Commercial Plays HR News Crucial Corporate Announcements Snow Day City Parking Breakthrough Cancer Drug Announced
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9:07:15 am
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It is about feed marketing
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9:07:59 am
Marty calls this vanity bait
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9:08:14 am
If you get an email saying you are great, you check out the link
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9:09:01 am
He noticed if he linked to people, people loved to be linked to
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Interviews work well
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9:11:06 am
It is about internal relations, PR
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9:12:10 am
Get to know the media: bloggers, TV, publishers, papers, radio… Circle subscriptions are SEO targets, infleunce the most important influencers.
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9:12:35 am
Follow them on Google+
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9:12:44 am
Customer Service, the best SEO is a product that doesn’t suck
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9:12:54 am
@mediatemplate does a good job of it he said
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9:13:37 am
Celebrate the community, point out things you own a few times a week.
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9:13:49 am
Sync this with your publication calendar
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9:13:58 am
This way you know what you need to know
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9:14:26 am
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He likes AJ Kohn on how he said to optimize Google+
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Do an “identity feed”
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Linking the PR people, on Google+, link them on LinkedIn and so forth – know who they are
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9:18:28 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.
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9:19:15 am
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9:19:32 am
That is all from Marty
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9:21:22 am
Aaron Friedman, SEO Manager, Spark (@aaronfriedman) next up
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Barriers for Personalization: (1) How do I reach a larger audience (2) How do I get my stuff to show up
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9:23:25 am
Quantity: For users, this means getting more relevant results. For marketers, this means getting more users to see their results.
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9:24:39 am
This means buy Facebook ads
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9:24:52 am
Google+ and Twitter are harder to run ads on, as effectively at least on Facebook
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9:25:25 am
In the end, if it is just a lot of traffic, then that is all it is. You need quality.
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9:25:40 am
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Step 1, identify queries
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9:28:09 am
Step 2: Look at social data with Topsy, SocialMention, etc
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9:28:47 am
Step 3: Develop content that is relevant, have a list of user for outreach and grow your network
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9:29:02 am
Open Graph Optimization: 300 web page experiment
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9:29:19 am
People are not using open graph elements
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9:29:38 am
OpenGraph have 95 characters and open graph descriptions have 297 descriptions
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9:29:49 am
If you do not use it, then you are leaving it up to FB to figure it out
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9:30:09 am
Optimize those open graph tags
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9:30:30 am
Tweet what you want code, add it to your page
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9:30:59 am
Typically Twitter uses Title tag or header, problem is there might be a more effective title
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9:31:13 am
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Then change the message the next day.
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9:31:54 am
Engines are becoming a lot more social, entities are everywhere
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9:32:09 am
They are creating a new database of entities and attributes
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9:32:23 am
It is understanding concepts about word
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These are entities
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Knowledge Graph also
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9:33:27 am
Remember the wonder wheel, he said, they are similar to the Knowledge Graph
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9:34:24 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
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9:37:05 am
Rhea Drysdale, CEO, Outspoken Media, Inc. (@rhea) is now up
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Personalization is the future of search (and present)
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9:37:22 am
Business case for personalization
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9:38:45 am
Location, Search History and Social is what makes up Personalization
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9:39:07 am
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9:40:19 am
Google tracks your friends via mutual connections on gmail, Google product interactions, profile links, connected accounts, extended circles, and extended sites
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How do they connect it? (1) Similarities between your Google account name and usernames (2) Similarities between your connections
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Google tracks what you +1
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How do they track social activity: – PostRank — Conversions — Sources — Sharing This is in Google Analytics
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SMX London 2012, Amit Singhal said search search was the key to personalized results.
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Google doesn’t want to take over Facebook, they want to enhance search with a social graph≥
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Keyword reports are obsolete when search results are personalization
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Bing said that when looking at personalization, it is looking at social
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Bing has a competitive advantage to have Facebook and Twitter data
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Personalized Search Tactics
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Markup everything except ands, ifs and buts – good quote
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9:48:25 am
If you get into a car accident, what else do you need outside of a lawyer? auto repar, chiropractor, addiction specialist, etc. 🙂
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Go to the local search panel tomorrow she said.
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Search history side she said brand your name, products, company
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9:50:37 am
Write great, relevant content – it is basic, but so few people do it.
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Set up a Wikipedia page
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Submit your data through Freebase
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Setup Authorship
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Brand thought leaders
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Publish content often…
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9:53:29 am
Create a community account login
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Use gmail for login, it is about getting connection
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9:54:02 am
Use events to drive queries
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9:54:27 am
Create and post to Google+ page
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9:54:48 am
Setup Google+ Direct Connect
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9:55:04 am
Increase your Google+ followers
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9:55:32 am
Use LinkedIn to identify your network
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9:56:22 am
Giveaways, contests, sweepstakes, etc
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9:56:30 am
Use Facebook login for comments
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9:56:45 am
Create long and short term content
Barry Schwartz:
9:57:08 am
Engage your community, SEOmoz does a good job of that
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9:57:54 am
That is all — lunch time soon and then more sessions… http://searchmarketingexpo.com/advanced/agenda