Jonathan Jeter

Director of Application Development

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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

By Leave a Comment

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)

Read the rest of Conversion Tools of the Master Craftsman

Information Architecture for Great Websites

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By Shari Thurow, Founder and SEO Director of Omni Marketing Interactive

Information Architecture & SEO

information architecture is the art and science of organizing and labeling website content to support usability and find ability. This is not technical architecture (301 redirects, canonical tags, robots.txt,meta.)

Why should we care about IA?

Read the rest of Information Architecture for Great Websites

  • lost customers
  • brand value – even if your site is # 1, if they can’t find the information they’re looking for they go to the next link in the results and they don’t go back to your site, even if you fix it, because they don’t know you fixed it
  • design and development costs – if you mess up the IA on launch, you have to start from scratch on a redesign. Use wireframes. You should never code a web site unless you’ve done wireframes or prototypes. It’s too expensive to go back and redo it.

Duplicate Content & Multiple Site Issues

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By Shari Thurow, Funder and SEO Director of Omni Marketing Interactive

What is duplicate content? Search engines don’t see layout, just copy. Exclude our site search via robots.txt and meta robots tag to avoid submitting duplicate content to Google. Duplicate content is not considered spam, but it can be penalized. The biggest issue, however, is usability. IMPORTANT NOTE: Duplicate content is not penalized, it’s filtered out of the SERPs.

How do search engines filter out duplicate content?

Read the rest of Duplicate Content & Multiple Site Issues

  • Crawl time filters (duplicate URLs)
  • Index-time filters
  • Query-time filters

Index-Time Filters

  • Broilerplate strippings (search engine removes broilerplate elements to determine the content fingerprint)
  • Linkage properties (# of inbound and outbound links)
  • Host name resolution (what domain resides on which ip address?)
  • Shingle Comparison (Andre Broder – Google Scholar and shingles)
    • Every Web document has a unique content signature or “fingerprint”

SES Chicago 2011

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I’m excited to be at SES for the first time and will be blogging throughout the week. I won’t necessarily be live blogging, but I do want to get my thoughts and observations down before they slip away. I’m planning on attending some interesting sessions on different topics that affect me personally for my job and for personal web projects.
Here’s what I have planned for today.

  • Duplicate Content & Multiple Site Issues
  • Information Architecture for the Modern Website
  • User Generated SEO
  • Conversion Tools of the Master Craftsman