SEO Competitive Analysis @ SES San Francisco 2011 Live

Search Engine Optimization Competitive Analysis at SES San Francisco.


The challenge with a great conference like SES is that very useful, multiple presentations can occur on multiple tracks simultaneously. "SEO Competitive Analysis" was a session I did not want to miss, and I was not disappointed! Excellent presentation. I filled page after page with notes, here is an overview.

http://www.searchenginestrategies.com/sanfrancisco/index.php

Moderator: Chris Boggs, Director, SEO, Rosetta
Speakers:
Michael Hayward, CEO, ROI Labs
Taylor Pratt, VP of Product Marketing, Raven Internet Marketing Tools
Richard Zwicky, Independent Consultant 


Highlights from the SEO presentation included:

"Help! I've dropped in search engine rankings. What am I doing wrong?"

• When bad SEO happens, don't panic. Don't focus just on your website. Look at those sites which have passed you. Evaluate and research their success. Develop a Reverse Marketing Plan - - in effect, reverse engineer your competition.
• Determine your competitive landscape. Who is doing what where? 
• Look at the web strategy of competitors, including their source codes, to get drill-down data you can use.
• "To Compete, you must Displace your competition." In other words... Kill, or be Killed. 
• Organic Search, Local Search and Social Search are all connected. Don't ignore any of them!
• Proper web analytics tools can help you understand your competition in hours, not days.

SEO is the most highly leveraged tool in the digital marketing toolkit - - you can enjoy great ROI. But more SEO and other tools are needed to achieve success. Your SEO marketing plan must be part of a total package which includes PPC, email, print, advertising, sales, mobile and PR.

• Look exploiting Brand and non-Brand (generic) positioning in organic search and paid search.
• Consider building three matrix evaluation charts, grading current marketing results by 'effective', 'neutral' and 'ineffective': 
• SEO Matrix - Organic Search
• PPC Matrix - Paid Search
• Social Media Matrix - Social Sites
• Use analytics for quick (top 5-10) and in-depth (deeper) analysis of keywords. Ask "is that keyword worth the effort and cost?". 
• Keyword research tools, free and paid, are readily available to help you evaluate keywords. Tools include Google Analytics, SEObook, SEOMOZ, SEObook for Firefox, CustomRank, Getmelisted, Sycara, Searchmetrics and many others.
• Analyze SERPs from your competitors. Consider:
• Age of the domain. Number of links. Number of ads for keywords, title tags, page urls, keyword density, keyword positioning, anchor text, navigation, back-links, clean HTML, Call-to-Action, etc.
• What else are they doing? Blogs, Conferences? Part of the back-link analysis.
• Compare their webpages to YOURS. Evaluate and prepare. How far do you have to go to be competitive?
• After evaluation, determine rank potential. Look at potential keyword value, ROI and % share of clicks. 
• Then ask: "Is it worth your time?". Pick your targets and your battles and implement your strategy.

Google Ad Innovations @ SES San Francisco Live

The Google Ad Innovations session at the Search Engine Strategies SES Conference this week was a stellar example of why going to SES is so valuable for web marketing professionals. Here was a rare opportunity to hear directly from Google personnel about what's new and what's coming in Google ad marketing. 




Google Adwords at SES San Francisco 2011.

 The Google team:
Dan Friedman - Google New Ad Formats
Bill Kee - Google Analytics
Alexandra Kenin - Google Optimization


Here is a short outline of what they shared:

1. Google Search Overview:
a. Ad Innovations Resource:
Excellent source for new information and updates at: http://www.google.com/ads/innovations/
b. "Search is becoming more Visual, Local and Personalized" - - with all that implies for how Google will continue to evolve search engine results (SERPs) in the coming year. 
c. Google's ongoing mission is to continue to improve SERPs, and made searching more easy, relevant and intelligent.


2. Adwords Automation Rules:
a. Extended automation rules - schedule automatic changes to criteria you specify - free your time up.
b. Opportunities Tab - - optimization ideas can help customize your account and goals.
c. New Display feature - - Interest Categories. Activate 'Audiences Tab' - - there are over 100 categories. Over 500 million daily users are categorized in some manner.


3. New Google Ad Formats:
a. Make your Ad relevant. (What else would you expect from Google! LOL)
b. Ads are evolving at Google as the web evolves: "1/3 of Google ads are served in new formats." 

• The latest display benchmarks and Adsense Ad formats from Google.

c. Ad Sitelinks create lift. 3 Line sitelinks bring a 40% CTR lift. 1 line sitelinks a 17% CTR lift.
Related update: Google's New 'Sitelink' Search Dominates Results - PC World, Aug 16, 2011.
d. Ad sitelinks help your visitors navigate to your site pages faster and more efficiently.
e. Sub-category links allow for faster drill-down. Mobile ads can benefit from a 30% lift in CTR.
f. Product Ads: Ad Block of Product Listing Ads give 100% CTR Lift. Text ads with product extensions give a 6% CTR lift.
g. For ecommerce sites, Google Merchant Center links with your ad account. Commission based platform.
h. Google Media Ads: Combines Brand advertising with the 'Intent of Search'. Good for video, TV, entertainment, etc.


4. Local & Phone:
a. Click to Call Features: Mobile devices. Phone extensions. Adding phone number helps conversion.
b. "Vanity Phone Numbers can now be added." Example: 1-800-Flowers
c. Call Only creative available. Not a click-to-call. Helps to segment channels if needed.
d. Hyperlocal Ads: Increases phone call rate, reduces CPC.
e. Product Local Ads: Show in-store inventories


5. Adwords Experiments: 
a. Adwords Campaign Experiments: Now in Opportunities Tab.
b. "Test Smart" - Test keywords, Bids, Ads, Ad Groups, Ad Creatives, Placements, Remarking Lists.
c. Run experiments on keyword and bid ideas.


6. Google Analytics: More data on funnel behavior and Social Media coming.
a. Most leads require 3 to 5 'touches' before conversion occurs. There is a need to better understand this process using analytics.
b. Multichannel Funnels built on goals and ecommerce. A set of 5 reports now available, providing an understanding of the path towards conversion. 
c. The Impact of Social Media Beta: Social Interactions and Source - -"Tracking behavior across channels, including social media."


Whew! My apologies for such a lengthy blog post, but in this short 1 1/2 hour long presentation by Google there was a huge amount of valuable information and updates... this session alone made SES worth attending. There  was something here for experienced search engine marketeers and novices alike. Having Google HQ, along with Facebook, Linkedin, Twitter and other powerful web marketing platforms, just a short drive from the Moscone Center is an prime advantage for SES San Francisco.


Other sources on Google Innovations at SES San Francisco, 2011:

• http://blog.milestoneinternet.com/industry-news/google-ad-innovations/
• http://www.bruceclay.com/blog/2011/08/ses-san-francisco-2011-google-ad-innovations/

SES Conference: Search Engine Strategies Live. Day One

I've just finished day one of Search Engine Marketing University..... an action-packed day at the SES Conference during CONNECTED Marketing Week. Today was a deep dive into search engine marketing and related areas. More tomorrow. Between the SEO and PPC presentation tracks it was a full and richly educational day. I had no time for the other tracks on Social Media, Accelerator and Kick Start topics. There is just too much to absorb, unless you send a team. I've never been able to attend an SES conference before due to timing and logistics.... finally did it, and I can say SES was well worth the wait. If you have to pick one mega-conference on Online Marketing, go to an SES Conference. You will learn literally hundreds of tactics, ideas, options and strategies to help make your marketing more effective and efficient. And there are two more days to go! 

SES Morning Session.

There were so many useful bits of expert knowledge broadcast to the large audiences today that I can only give you the briefest of outlines:


The Tools of the Trade for PPC:
Moderator: Kevin Lee, Co-Founder & Executive Chairman, Didit

• Speakers:
• Thomas Bindl, SES Advisory Board & Founder & CEO, Refined Labs GmbH
  Jeff Ferguson, CEO, Fang Digital
  Tim Mayer, Chief Strategy Officer, Trada

"Better ad targeting can save up to 30% in costs without losing conversions."
"Don't look at Search as a silo. Look across channels."
"PPC audit process - look at structure, creative, tracking."
"Utilize Negative search terms"
Try "Match Type" campaigns to further target.


The Tools of the Trade for SEO:

Google and Symantec Exhibit Booths at SES.

• Moderator:Rob Garner, Vice President Strategy, iCrossing
• Speakers:
  Bruce Clay, President, Bruce Clay, Inc.
  Jamie Smith, CEO, Engine Ready
• "First set your website priorities and KPIs."
• "Review of Keyword research tools, SEO tools, Paid Search tools." 
• "Visibility = Impression / Rank / Position"
• "Search marketing SERPs are changing, thanks to local search, instant search, etc."
• "Multichannel Analytics Beta available from Google. Ask your Google Rep about it."
• SEOToolSet Version 5 now out - - excellent presentation by Bruce Clay.
• "Social Media is emerging. Facebook has organic and PPC search sectors."
• "Search Engines enjoy higher conversion rates."
• "If you want to be in the top three organic search results, you better study the guys in those spots and BEAT them at their own game."
• Google and Links: "Trust Score getting more weight. Page Rank getting a bit less. All in an effort to reduce spam results."
• 
  
• Insider Tips to Ad Optimization:
• Moderator:Bryan Eisenberg, SES Advisory Board and NYTimes Bestselling Author, bryaneisenberg.com
• Speakers:
  Nicholas Gadacz, Director of Search, CafePress.com
  David Greenbaum, Founder and CEO, BoostCTR
  John Yi, Marketing API Program Manager, Facebook
• "Get a copy of 'Ad Magic' from your Google Rep."
• "Use a team of Ad writers for better results - - reduces the blind spots."
• "Test Test Test - - - CTR and Conversion"
• "Facebook is optimizing for 'word of mouth' - - we're only 1% finished!"
• "Facebook is about a 'Friend's voice', not a 'brand voice' in terms of influence.
• "Facebook will provide more metrics for advertisers, they're coming."
• "Use resources to find those WORDS that SELL."
• 
  
• Google Adwords Author, Expert and Trainer Brian Geddes was spotted during the morning sessions.
• Website SEO Expert and Author Matt Bailey was spotted at SES, and he hosted a table during lunch.
• 
  
• Crossing the Digital Divide: The Leap from Search to Display:
• Moderator: Chris Sukornyk, CEO, Chango, Inc.
• Speakers:
  Emily Iverson, Director of Display Media, Booyah Online Advertising
  Bill Leake, President and CEO, Apogee Search
• Yes, Display Ads do matter and they are going to play an even bigger role. And you can bid on them like Adwords. Search is "Pull" advertising. Display is "Push" advertising. You benefit from having both.
• DSPs are Display Side Platforms - - Services you can use to coordinate and bid on Display Ad space across many websites. Use only one DSP agency at a time or you'll bid against yourself.
  DSPs can be very cost effective compared to massive display campaigns negotiated with large sites like Yahoo, NYT, etc.
• "Use auction driven display ad options - be smart."
• The "Lift Factor"
  Search + Display Ads running: +119%
• Search Only: +82%
• Display Only: +16%
• "Google will be a winner in Display Ads."
• "Display + SEO + PPC = the biggest lift." Integrate them all.
• Display Ads are the best tool to fight market lack of awareness and low visibility challenges."
• "Exploit Google Trends for potential niche targeting and brand awareness."
  
  Here in one day, four sessions, is plenty to think about and act upon. And I'm not including the sessions I missed from the other simultaneous tracks.... SES is huge and offers a lot to absorb.