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Tag: SES New York

  • Search Analytics Ideas From SES

    For all sorts of reasons (more on that in a minute), Avinash Kaushik is an authority on search analytics.  He’s also a likable and entertaining speaker.  SES New York attendees were in for a treat, then, as Kaushik delivered a keynote address titled "Be Awesome: Ideas for Approaching Search Analytics Differently."

    Coverage of SES New York continues at WebProNews Videos and at WebProNews Live.  Stay with WebProNews for more notes and videos from the event this week.

    Kaushik wears several hats.  He works as Google’s analytics evangelist, and is also the cofounder and chief education officer of Market Motive.  What’s more, he’s a blogger and the author of two books (Web Analytics 2.0 and Web Analytics: An Hour A Day, with proceeds going to charity).

    So let’s now move on to what Kaushik had to say.  He considers a number of different tools useful, and referenced Google Analytics Yahoo Web Analytics, Juice Analytics, and Wordle.  The key thing is to reduce a massive glob of data to something manageable and identify useful keywords and trends.  Then, "Focus efforts to where you will have the highest ROI."

    That doesn’t mean you should ignore all but a couple of data points, though.  Kaushik recommended thinking about the long tail.  Half of his site’s visitors come from search engines via 26,000 keywords, for example.  And "look at the now to predict the now" is a related piece of advice.

    Of course, that brings up another key thing: have an accurate attribution model, not the "make crap up" approach some people take.  Kaushik argued that it’s necessary to realize your impact in order to achieve greatness.  And he suggested using the margin-based decay attribution model, which gives the bulk of the credit to the last click and then decreasing amounts to previous ones.

    Finally, Kaushik suggested running experiments to find out what mix of media produces the best return, all the while keeping an eye on bounce rates that signal "I came, I puked, I left."

    WebProNews anchor Abby Johnson contributed to this report.
     

  • The Transformation Of Search Marketing

    It’s no secret that marketing tactics must change over time – just imagine how far a modern newspaper would get paying boys to shout "extra" on city streets – and the search marketing industry may be changing right now.  Experts discussed how, along with how marketers should react, in an SES New York session titled Search Marketing: Analyze This.

    Coverage of SES New York continues at WebProNews Videos and at WebProNews Live.  Stay with WebProNews for more notes and videos from the event this week.

    Brad Hill, the director of Weblogs, Inc., asserted that SEO has come to be about communities and personal networks as people form direct connections with sources that are important to them.  This doesn’t mean that Google’s unimportant, but the fact that the company’s scrambling to implement real-time search options does send a certain signal.

    Erika Brown, an executive vice president of corporate strategy at Frost & Sullivan, then argued that SEO now stands for "search everything optimization."  Companies need to optimize pictures, videos – everything, really – and intertwine their SEO and PR efforts.

    Mobile efforts might pay off, too.  Brown recommended making mobile versions of corporate sites and making mobile apps.  Jonathan Blum, the founder and principal of Blumsday, then added that it might be best to favor the Android platform over the iPhone, stating that Android will scale past Apple’s alternative.

    All in all, though, Hill maintained that marketing will continue to come down to anticipating demand.  Companies should keep that in mind in terms of content creation and search optimization.

    WebProNews anchor Abby Johnson contributed to this report.

  • SES Keynote: New Rules Of Marketing

    David Meerman Scott, author, of "World Wide Rave," gave a keynote on the new rules of marketing and PR.
     

    Coverage of SES New York continues at WebProNews Videos and at Live.WebProNews.com. Stay with WebProNews for more notes and videos from the event this week.

    He says the goal is to get the attention of others and "we are all about attention." He says people are fearful about embracing new ideas such as social media. If you worry people will say bad things about you, they already are, and by avoiding it you only make it worse. Says Toyota was not slammed for their car recall but for their lack of communication.

    David-Meerman-Scott New rule: Earn attention by creating great information via blogs and social media. Get customers/ others to create content for you. "On the web, you are what you publish," Scott said.

    "If you have crappy content and you take it and search engine optimize it, you have slightly less crappy content."

    How can you encourage people to share content?

    Word of mouth

    Nobody cares about your products, they care about themselves and what works for them.

    Speak in a buyer persona language to your customers instead of marketing language. He says too many companies speak is like some kind of cult. Calls the language gobbledygook.

     Talks about the key highlights from his ebook "New Rules of Viral Marketing."

    *Put down roots
    *Create trigger that encourages people to read
    *Point world to virtual doorstep (that allows them to create content)

    WebProNews anchor Abby Johnson contributed to this report.