Posts on State of Search about ‘Search Engine Strategies’

Social TV: New TV or Another Layer on Traditional TV

second-screen

‘The Second Screen’. It is a term which you have been hearing about a lot more in the past year. The second screen many consider to be the ‘new TV’. It is even going to take the place of TV in the end some say. But is that really the case? Or will it be a bonus, will it just change the way we watch TV instead of replace it?

There might be a lot more going on than most people suspect. This was the topic of the keynote presentation at SES New York 2012 by Mike Proulx, Senior VP and Director Social Media at Hill Holliday and author of the book ‘Social TV‘. He claims there is more to Social TV than you’d think and that it will not replace TV, just enforce it. (more…)

An Introduction to Analytics by Dave Rorher – #seslon

SES London

“Reporting is great, analysis is better. Data is great, information is better,” suggested Dave Rohrer as he started his presentation at SES London.

A whistle stop tour of the difference between counts, ratios, dimensions and metrics lead to a recommendation that users collect everything they can – mostly in case they need it later – and then segment subsets of traffic for greater insight where it matters now, creating goals (logged/recorded actions) such as conversions, characterising visits (looking at the user journey) and asking the meaningful questions. Good questions outrank easy answers in analytics, Roher contends.

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SEO & Website Migrations: How to Have a Smooth Transition – #seslon

SES London

The final session of the day looked at SEO & Website Migrations and how to ensure a smooth transition. There are a lot of common mistakes that happen when websites migrate during redesigns but there are ways that these mistakes can be easily avoided.

In this session, the two speakers walk through key points that need to be considered during website migrations.

Speakers

Daniel Patmore, Search Marketing Manager, Argos
Shari Thurow, Founder & SEO Director, Omni Marketing Interactive

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B2B Video Marketing – #seslon

SES London

Having done a lot of research ahead of a video competition last year, I was interested to see what this session would hold. It was a great session run by Phil Nottingham from Distilled and Greg Jarboe from SEO PR.

Phil Nottingham, Distilled

Nottingham established a great principle up front. Replace B2B with B2CC (business to commercial consumer) when you think about video. It’s a great principle across all social media and communications.

He also proposed a strategic rather than tactical (we need video) approach, suggesting four broad goals for video usage: rich snippets, conversions, brand awareness, links, and social shares. In each instance the objective will dictate the platform, and if you’re trying to achieve all four your video is likely to be too watered down to succeed.

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Future Forward – Shifts in the Digital Revolution – #seslon

Coplin-keynote-2-featured

A presentation by Dave Coplin, Chief Envisioning Officer, Advertising and Online, Microsoft UK

I have seen Dave present before. This was new material, engagingly and thought provokingly delivered. The near term future will, it seems, see an amplification of the trends and buzzwords that we are already seeing played with – mobile, big data, apps: the web of things, people and places, blurring the distinction between the real and digital worlds. Reality augmented.

For this to work, we need ever more powerful processing and a better understanding of identity. This is the crux of things – personalisation not just on a ‘once searched for dog food, quick deliver more dog related stuff’, but split into four domains of context: emotional state (happiness, sadness, anger); social context (who you are with); environmental context (place and time of day); and reaction to current states of the World.

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Web Analytics Deep Dive #SESLON

Speakers: Yehoshua Coren (Founder of Analytics Ninja), Russell Sutton (Managing Director of ConversionWorks and Webexpectations)

Part 1: Optimising ecommerce using Google Analytics – Yehoshua Coren (Founder of Analytics Ninja)

Yehoshua initially started out doing SEM for an ecommerce network and then moved into doing PPC for B2B businesses. He then opened up his consultancy in 2010.

Engagement can be broken down into three things: acquisition, behavior and conversions. These can then be broken down into other metrics. (more…)

Building the Anti-Fragile SEM Strategy #SESLON

andrew-goodman

Speaker: Andrew Goodman

Andrew Goodman is the founder of Page Zero Media, a PPC agency based in Toronto, Canada. Andrew is also a ClickZ columnist and has spoken at SMX West and SMX East in the past.

Andrew frequently referenced Nassim Nicholas’s book, which is called Anti-Fragile as a source for inspiration for his session.

From 2000 – 2009, SES was very much an SEO conference and Andrew had to push to get PPC covered as part of the conference. (more…)

Targeting With Mobile Search #SESLON

Speaker: Cindy Krum

Cindy Krum is the CEO of MobileMoxie, LLC, a mobile marketing company based in Denver, Colorado. Cindy has previously spoken at SMX ,Conversion Conference and several other events and she has been featured on Search Engine Watch, Search Engine Land and Marketing Land. Cindy is also the author of Mobil Marketing, Finding Your Customers No Matter Where They Are. (more…)

Integrated Marketing: What Does That Really Mean? #SESLON

Speakers: Lee Odden (moderator), Ammon Johns, Norm Johnston, Judith Lewis, Andy Mihalop

This session was a panel discussion focused on defining integrating marketing.

With the surge of new terminology, such as inbound marketing, SEM, content strategy, content marketing etc, it’s causing a lot of ambiguity with SEO – what is SEO and where does it fit in these days? Is the term now integrated marketing? (more…)

Optimising Humans! The Art of Data-Driven Social Marketing #SESLON

Marty-Weintraub

Marty Weintraub is the founder of US digital marketing agency, Aimclear and he has presented at some of the biggest conferences in the world, including MozCon, SMX events around the world and PubCon. Marty also writes for Search Engine Watch and Search Engine Land and is the author of ‘Killer Facebook Ads: Master Cutting-edge Facebook Advertising Techniques’.

Marty started the session by giving away a copy of his new book, which is called The Complete Guide to Community Management. (more…)

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