Jonathan Jeter

Director of Application Development

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Jonathan Jeter

Jonathan Jeter has been creating websites since 1997. He is currently Director of Technology Services and Digital Development at TracyLocke, a shopper marketing agency. You can follow him @mywebthoughts, on LinkedIn or connect on Google+.

Enterprise Level SEO

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English: seo block

Moderator
Mike Grehan, Global VP Content, SES, Search Engine Watch, ClickZ
Speakers:
Bill Hunt, SES Advisory Board & President, Back Azimuth Consulting
Russ Mann, Founder & CEO, Covario

Russ
SEO is more than tips and tricks, it’s a group effort. You can’t do it all yourself. The more successful approach for enterprise SEO is to be the team captain who manages the many contributors to the cause. The ultimate goal is to become the general (c-level) who promotes the greater cause.

SEO function requires many skill sets, but enterprise SEO requires so much more because of strategic and management responsibilities. You have to work with strategy, structure and systems.

No single technology is a silver bullet.

mastering your enterprise strategy
you should make sure that your SEO strategy is in line with the corporate strategy. Have a press alway available to show c-levels how your current SEO strategies are helping the corporate goals

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Morning Keynote Panel “Search: Where to Next?”

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Moderator:
Anne F. Kennedy, SES Advisory Board, International Search Strategist, Beyond Ink USA
Speakers:
Eli Goodman, Media Evangelist, comScore, Inc.
Zephrin Lasker, CEO and Co-founder, Pontiflex
Alan Osetek, President, Resolution Media
Dana Todd, Vice President of Performance Innovation, Performics

Eli: Brand marketing has been mainly offline, but is moving more and more online, especially in search and especially for big brands.

Dana: Want it to be measurable and see ROI. Branding is not just exposure to a brand over and over. There is no funnel. People don’t suddenly go into buying mode just because they’ve been exposed to something. We need to test with search, it’s not just about the next big idea.

Alan: it’s all about people and where they’re spending their money. The CMO doesn’t want to see huge changes in structure, but it can change slowly over time, naturally. Probably in the next 3-5 years.

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SEO is Dead: Long Live SEO!

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Moderator:
Dana Todd, Vice President of Performance Innovation, Performics
Speakers:
Bruce Clay, President, Bruce Clay, Inc.
Thom Craver, Web and Database Specialist, Saunders College (RIT)
Sam Michelson, Chief Executive Officer, Founder, Five Blocks

Regardless of what you think about Panda, it made site owners think more about content.

SEO has changed because what used to be about ranking is now about traffic. Local results have changed the game. Local results are now 35% of results and will be up to 70% in the next year. The rate of change within SEO has increased greatly.

SEO has become more complicated and one person can’t do it all anymore. If you can put the team together to do great in SEO, this is a great time for you.

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Local + Social: the Future of Promotion

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A giant QR Code linking to a website, to be re...
Image via Wikipedia

Moderator:
Anne F. Kennedy, SES Advisory Board, International Search Strategist, Beyond Ink USA
Speakers:
Benu Aggarwal, Founder & President, Milestone Internet Marketing
Gregg Stewart, President, 15miles

local + social
Gregg Stewart

importance of local search
Online retail only represents 7% of all spending. Most research is done online, but purchases still occur offline for the most part.

Consumers are increasingly using more sources to find local information. 1/3 of Facebook users use Facebook on a mobile device. Social networkers are frequently finding local business information through recommendations from connections and consumer reviews.

Consumers are looking for businesses in a variety of places and expect the information to be easily available and accurate. 49% of social network searchers are looking for address/location and other basic business data.

Best Practices for local search.

business names do not:

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  • include marketing tag lines in your business name

Navigating “The Dip”: Planning a Successful Site Re-launch

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Moderator:
Matthew Bailey, SES Advisory Board & President, Site Logic Marketing

Speakers:
Jonathan Allen, Director, SearchEngineWatch
Andrew Goodman, SES Advisory Board & President, Page Zero Media
Kevin Lee, Co-Founder & Executive Chairman, Didit.com

Kevin Lee

The good news is that if you follow the rules, you can pull off all sorts of site architecture pandemonium. They had a scenario where they had to simultaneously change subdomain and 301 redirect 16 million URLs and were able to pull it off successfully.

Google’s algorithm is tweaked almost daily. Once or twice a year the changes are significant and get a name, like “Panda”.

Panda was a zero-sum game. For each site that lost rank and free organic position, another site took its place. The business directory site that is a Didit subsidiary doubled in traffic, then dropped and came back. Be patient and take all also changes with a grain of salt. Changes can occur from day to day.

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Panda vs. Human: Advanced eCommerce SEO & UX

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Speakers:
Greg Nudelman, CTO, Design Caffeine Inc.
Jaimie Sirovich, CTO, SEO Egghead Inc.

Sliders for Robots Pandas

Instead of sliders, use a single-level tree
Create hierarchy of values based on string prefixes, numerical ranges, etc.

K-I-S-S
Use the simplest form of search refinement

BOOK: Designing Search

Search landing pages from Amazon.com shows products, but also refined search

Show pandas and humans both products and facet filter states

Create Facet enabled landing pages

Yoast landing pages for magneto – blog post. ECommerce platforms that support facet enabled landing pages: endeca

Don’t make me thinkdrill

Don’t force user to make ambiguous and frustrating category decisions

Faceted allows

Avoid useless, superfluous content

Humans have intent, robots don’t.

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Search Engine Strategies Conference 2011 – Day 2

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Looking forward to day 2 of SES. On the schedule for today is

  • Social Media Signals in Search
  • Panda vs. Human: Advanced eCommerce & UX
  • Navigating “The Dip”: Planning a Successful Site Relaunch
  • Local + Social: The Future of Promotion
  • Building Brands without Big Brand Budgets
  • SEW White Hat, Black Hat Unconferenced

Search Engine Strategies Conference 2011 – Day 2

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Looking forward to day 2 of SES. On the schedule for today is

  • Social Media Signals in Search
  • Panda vs. Human: Advanced eCommerce & UX
  • Navigating “The Dip”: Planning a Successful Site Relaunch
  • Local + Social: The Future of Promotion
  • Building Brands without Big Brand Budgets
  • SEW White Hat, Black Hat Unconferenced

Conversion Tools of the Master Craftsman

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By Bryan Eisenberg, SES Advisory Board and NYTimes Bestselling Author, bryaneisenberg.com

I will be updating this page and editing it throughout the week. (slides)

How Not to Improve Your Conversion Rates

  • Don’t do slice & dice optimization – don’t try too many variables at once

one of the most important things to test is marketing message or unique value proposition

Every single keyword you’re targeting, either by SEO or SEM, needs its own landing page. The conversion rate goes up exponentially. You need to create dedicated landing pages for every channel. Use form analytics if use Omniture to see how users are interacting with forms.

Call tracking needs to track what keywords are generating calls. 43% of all conversions happen over the phone.

Tools

You have to have a quick loading site. MUST LOAD IN UNDER 2 SECONDS!!! Pagespeed, loads.in, websiteoptimization.com (look at 56k download speed)

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