BlueGlass LA – Links Matter: How to measure and attain them with Rand Fishkin & Dave Snyder

Strategic Link Analysis for SEO
Rand Fishkin

Certain links will accomplish goals, other will not. If the content doesn’t get storied permanently in the index it won’t rank.

Match Goals to Competitive Analysis. What do I need to rank #1 in the search results?

Execute a Link Acquisition Campaign Centered on the Missing Metrics.

Create Content/Profiles on Powerful Sites

Lots of links from very few domains or multiple domains make a difference. Save yourself tons of work by doing good research.

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BlueGlass LA – Marketing Strategy: Don’t forget search with Melanie Mitchell, David Szetela & David Roth

Marketing: Now, With More Search!
David Roth

Search Marketing at Yahoo!

Valuation

SEM for Branding

Paid vs. Organic

Search Alliance

Search is the best way to acquire customers, even if you’re among the biggest sites on the web. Yahoo!runs Direct Marketing campaigns across the organization that include paid search, SEO, Affiliate Marketing, etc.

Yahoo is engaged in several different business models, subscription, transactional, download, lead generation, CPM revenue. LTV optimization:

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Blueglass LA – Social Media Marketing Brent Csutoras, Micheal Brito & Tony Adam

Using Social Media To Create Customer Advocacy
Micheal Brito

Social media is about using online tools for customer advocacy. There is a difference to being loyal to a brand and advocating a brand. In 2008 58% of Americans use social media to interact with brands, in 2009 the number is at 78%.

Social media tools come and go. Consumers’ expectations are changing. In fact, they want more out of brands. That is a good thing. How does a brand live up to the expectations of consumers?

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Blueglass LA – How not to FAIL at getting search traffic with Vanessa Fox & Adam Audette

Here we go again folks!

Build what your audience needs
Vanessa Fox

It isn’t just a ranking aspect. It’s about fulling understanding who your audience is and understanding their needs. Figuring out how to solve the customer’s needs is the first step at getting more exposure. First example is about the healthcare reform bill that happened recently. The actual bill itself was out ranked by another site designed specifically to make all of the government bills available to the public. This site is solving the consumer needs.

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Blueglass LA – Marketing Metrics for your business with Dave McClue & Dave Patel

Hey Everyone! As you may know I’m in LA learning so much from the conference here. This is the first of hopefully many live blogging posts to come. I’ll go ahead and apologize for any typos, I’ll correct them later tonight.

Startup Marketing for Metrics (for Pirates)
Dave McClure

You shouldn’t market your product until someone gives a f**k. Startups basic problems is that your product isn’t as known as it needs to be. If you try to market the product to the wrong audience and the product isn’t any good the outcome won’t be good. When starting up try going after a few people to gauge reaction. Don’t focus so much on marketing, focus more on understanding your customers. Don’t worry about first impressions, take a lot of risk. Learn what works, what doesn’t. Dave recommends reading ‘Spent’ by Geoffrey Miller, great book on understanding consumerism.

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Live Blog – Advanced Paid Search Tactics – SSSS 2010

Advanced Paid Search Tactics
Dave Szetela, Ryan Sammy, Janel Landis Laravie moderated by Loren Baker of Search & Social

David Szetela, Clix Marketing –

Download David’s Book –

Why Facebook is GREAT PPC
400 million customers
Relatively low competition
Insanely great targeting capabilities
Very specific geo targeting

Create a separate account on Facebook for advertising
Search for targets by:
Country
State
City
Age
Gender
Relationship Status
Sexual Preference
Education
Interests

Set budgets & bids

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Live Blog – Advanced Building Tactics – SSSS 2010

Advanced Link Building Tactics
Chris Bennett, Brian Chappell & Todd Malicoat moderated by Loren Baker of Search & Social

Brian Chappell –

2007-2008 Google Delcared War
Google isn’t good at detecting paid links algorithmically

Google has thousands of manual SERP reviewers

Googles Quality Rater Guidelines

Winter 2007 Google smacked sites with PR reduction
Had little to no effect on actual rankings

March 2008 Google devalued and penalized many high profile sites buying massive amounts of links
– Some sites ranking came back

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Live Blog – Social Media News & Content – SSSS 2010

Social Media News & Content
Chris Winfield, Chris Bennett, Neal Rodriguez, Brent Csutoras moderated by Jordan Kasteler of Search & Social

Chris Winfield – 10e20:

Shiny new object syndrome:
My competition does it, my neighbor has it, I saw it on ESPN I should do it!
Chris – No, you should do what makes sense for you.

What is social news isn’t:
Digg, Reddit, Mixx, Yahoo Buzz

What social media is:
Editorially select news sites

Most sites are similar to Digg/Reddit when submitting:
-Title
-Category
-Link

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Live Blog – Social Media Biz: Doing Business on Twitter & Facebook – SSSS 2010

Social Media Biz : Doing Business on Twitter & Facebook
Rae Hoffman, Julia Gorzka, Joe Hall & Brian Chappell moderated by Jordan Kasteler of Search & Social

Rae Hoffman –

Doing Business on Twitter

Benefits
Traffic/Visitors
Branding
Custom URLs
Revenue
Twitter is the highest revenue producer
Facebook takes second
SEO Benefits
Toolbar usage signals

Developing your twitter account
Customize your profile
Finding people to follow
Decide your angle
Identify competitors
Utilize twitter search
Engaging Users
Use a program like seismic.om to manage multiple account
Serve your followers, not yourself
Run contests and promotions
BE REAL
When your have thousands and thousands of users you don’t get to see anybody’s tweets. Friend of Follow can help get rid of dead accounts or those with too many followers to pay attention to you.

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Live Blog – On Site SEO Tactics – SSSS 2010

On-Site SEO Tactics
Greg Boser, Michael Gray & Todd Malicoat moderated by Dave Snyder of Search & Social

Todd Mailcoat:

SEO Playbook:
Links & Content

Link architecture and breadcrumbs

All internal links are not created equal

Avoid using the same keywords throughout the site.
Vary the keywords in addition to the anchor text
Anchor text can help with scraped RSS feeds.

Site types:
Blogs –
Tag Clouds
Better for internal searches
Editorially Link Back
Link to your best posts
Outbound links – Link out to Authoritative sites

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