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  • Paula Albocino 10:54 pm on October 18, 2010 Permalink | Reply  

    Interview with BlueGlass Social Media Strategist, “Gina from Brazil” 

    Whenever I come across a digital agency’s website, the first section I look for is their blog. I expect to find good content there, as it should be the place where the professionals will show off their knowledge and passion for what they do. Most digital agencies’ blogs are mediocre to say the least, but when I find a good one I subscribe to it.

    The best agency blog I know is the BlueGlass one. I have been reading their posts since February, when they were still 10e20. Apart from the high quality content, there are other touches there that I find admirable. To begin with, every time someone joins the company, Chris Winfield, an agency partner, personally writes a post introducing and welcoming their new employee. He also comments on pretty much every post on their blog. While some companies feel resentful when an employee leaves the company, BlueGlass lets them write a post about their future projects, like this one, by Rebecca Kelley.

    After following their blog for a while, I started having my favourite writers. One of them is Gina Gotthilf, BlueGlass’s Social Media Strategist, whose articles I find fascinating. She is a Brazilian like me and our first contact happened via Twitter, when she found out I was blogging about a BlueGlass event.

    Regina Gotthilf, aka “ginafrombrazil”, is 24 years old. Born in Brazil, she has lived in New York for one year now and intends to stay. “It feels more like home than anywhere else I’ve lived, including Portland (OR), Boston (MA) and São Paulo, my hometown”. Gina – she always drops the “Re” in her name – went to Reed College and transferred to Brandeis University, where she studied neuroscience and philosophy, her official major. I could continue introducing Gina, but Chris Winfield does it brilliantly on this post.

    So let’s get started with the interview.

    How did you end up working at BlueGlass?

    I started working for 10e20 from abroad (one of the 4 original companies that merged to form BlueGlass) when one of their employees, who had worked with me before, called me in Brazil to invite me for an interview. At the time I was really unhappy as a social media strategist at Morpheus Media, where they’d promoted the HR guy to Director of Social Media. After a brief conversation with Chris Winfield (on Skype), I knew 10e20 would be a great fit. As usual, he hinted that something great was about to happen… but wouldn’t tell me what.  A few months later, 10e20 became BlueGlass.

    How did you develop an interest in social media?

    I’m interested in most anything social – specifically in the way different social groups interact and differ. As such, I spent a year working at a neuroscience laboratory upon graduation, studying the neural correlations of social interactions across cultures. At the same time, like most in our industry, I’ve always been passionate about new technologies and developments online. I was severely addicted to ICQ at a very young age, the first of my friends in Brazil to join Facebook, I took an “e-commerce in Second Life” course when that was just beginning, had one of the first fotologs (to share my experience in the U.S. with my friends and family at home), studied the anthropology of digital communities in college, etc.

    Social media feels like a perfect conjunction of those interests – it compels me to study behavior online and leverage social interaction for business, all the while staying on the cusp of new platforms and technologies.

    How do you address clients’ concerns that people will use social media channels to complain about their products and services?

    Social media isn’t a complaint vehicle, it’s a communication vehicle. If your clients and fans have complaints, you’re best off listening to them in order to understand your market and improve your business. Complaints exist whether you have a social media presence or not – closing your eyes and pretending they don’t exist is the worst possible approach.

    Is social media marketing suitable for every company? Is there any case that you think it wouldn’t work? For example, would you recommend social media for a b to b company?

    Yes absolutely. The only variable is strategy, but the benefits of social media presence are a constant across businesses. I have actually implemented strategy for B2B clients in the past – most everyone is online, including managers, directors, etc. Essentially, marketing to a business entails marketing to the people behind that business – and they’re more than likely on Facebook and LinkedIn.

    Even when considering less present demographics, social media can be relevant due to word of mouth – which lives beyond its digital inception.

    Even though I am on Facebook every day I have never clicked on an ad. Do you think Facebook ads are a good idea to the companies involved?

    Absolutely – you and I work in this industry, thus we’re conditioned to be hypersensitive with regards to banner ads and therefore less likely to click.  Facebook ads are wonderful because they can be managed internally, may be highly targeted and are also socially persuasive in that they may feature friends who are already fans of the advertised page. Naturally, the success rate will vary based on the nature of the product and how well those ads are managed.

    What are the best company Facebook pages in your opinion? How do you evaluate the quality of a Facebook page?

    It depends on what goals or metrics you’re looking at. Most people pay attention to the size of the community, first and foremost. The obvious answers here would then be Victoria’s Secret, Starbucks and Coca-Cola, who have a huge number of fans both on and offline. But what matters most is what the page admins do with that community – size means influence, but engagement is an equally important metric. In other words, a brand page that gets its Fans talking amongst themselves about products, sharing branded content with others or inviting friends to the community is most successful in my eyes. Consequentially, another metric I view as more important than size is growth rate.

    A few of my personal favourites: Louis Vuitton, Red Bull, Coca-Cola, 1-800-flowers, Oreo

    How do you measure the success on a Twitter campaign?

    It depends on the campaign. Most campaigns aim at spreading awareness, so that can be measured by assessing the number of interactions with the brand over a period of time (@replies and ReTweets).  The more buzz, the more “success.” But that doesn’t stop there – bloggers will sometimes pick up on Twitter activity and expand on a topic, or users may take the conversation elsewhere such as Facebook.

    Other campaigns aim at referrals and click-throughs – that can be tracked with different analytics tools or even via URL shortener statistics, such as from or

    Do you use any tools to check how far a retweet has gone?

    We are currently developing our own internal tool at BlueGlass to track some of these metrics, but at the moment I do this manually or with the help of Trackur.

    Have you ever had to manage a social media crisis for your clients, like something similar to Brixx Pizza’s case? What would you do if you were running it?

    I have helped clients navigate through a few crises and actually wrote an article detailing best practices very recently on the BlueGlass blog. If I had been in charge of the Nestle page earlier this year, I would have responded much more quickly and developed a tab for fans to opine on ways to help the environment. Ideally, I’d use the opportunity to make real life changes… but in reality this is difficult, and so is organizing a huge team to take immediate action.

    How do you see social media evolving in the next years?

    I’d say that location-based and social shopping technologies will be adopted by a much larger segment of the population. In particular, I think (and hope!) that mobile access to data will become the norm across social-economic segments – and thus “real-time” won’t be a term used exclusively by geeks. Mobile is changing everything, from the way we communicate to our essential necessities. I’d also wishfully predict that brick-and-mortar stores will integrate social media to a much larger extent as social shopping gains recognition.

    Simultaneously, I see niche communities developing at a quicker rate. Right now everyone is adopting new ways of interacting and sharing via large channels (like Facebook, Orkut, etc.). But as we advance along the learning curve, the average user will gain a better understanding of what they want or need from these communities, and will thus prefer environments tailored to their own tastes.

    In Brazil, the majority of people use Orkut. What do you think will be the future of this platform? If you were working for a Brazilian client, would you recommend them to be on Orkut, Facebook or both?

    Though I’m generally a big supporter of most anything that’s associated with Google, Orkut has no chance against Facebook… It’s constantly following in its footsteps in terms of features and its interface is just depressing. As of late, I’ve noticed a sizeable shift here in Brazil – many who were at first reluctant have created Facebook profiles over the last year (2010). Most are using both simultaneously, but I know that once everyone’s friends can be found on Facebook, Orkut use will quickly dissipate.

    If I were working with Brazilian clients right now, however, I would certainly recommend that they use both. The brand needs to speak to consumers where they are most comfortable, and currently that may still be Orkut for most here.

    What are the most remarkable social media campaigns this year?

    Off the top of my head: Old Spice Guy, Bing’s FarmVille integration, Tippex on YouTube, Levi’s Facebook Connect integration, Pepsi Refresh.

    You wrote a great article about the Old Spice Guy campaign. Would it be possible for another company to follow their example now or would it be a bad idea as it may be seen as replication?

    Nobody has really made an impact by copying a brilliant idea – one of the most important elements of the Old Spice campaign was innovation. However, as Lavoisier stated, nothing is created – matter merely rearranges itself. I believe it is similar with ideas and we can all gain from understanding the principles behind the campaign and recycling that kind of approach to marketing.

    You write a lot of posts on the BlueGlass blog and I try to read all of them. How do you get so much inspiration? And how do you find the time to write them?

    Developing strategies for clients across a very wide scope of industries and working with very bright and talented digital media strategists at BlueGlass gives me tons of inspiration.

    And in order to stay ahead of industry trends and maintain a broad perspective on what others are doing, I too obsessively read industry blogs (with the help of the lovely Google Reader) and follow others who are in the same boat on Twitter. It’s impossible not to have a constant influx of inspiration for new blog posts.

    How many people work with you at BlueGlass, and how are the departments divided? Also, are Facebook ads managed by the Social Media or Paid search departments?

    We’re growing quickly so it’s hard to keep track from Brazil, but I believe we’re at 32 right now including partners. Our departments: Social Media Marketing (focused on social media platforms), Content Development, Viral Marketing, Search Engine Optimization, Blogger Outreach, App Development, Online Reputation Management, and Design. Generally, I walk my clients through Facebook ads best practices and offer regular consultation (from the social media side) but the ultimate goal is to teach their internal team to run Facebook ads so they can stand on their own – whenever they choose to.

    Do you have any plans to move back to Brazil?

    Not really. In terms of my career, social media here invariably follows in the footsteps of what happens in the U.S., UK or China. On a personal level, I’m not a huge fan of São Paulo and was almost kidnapped a few months ago – an experience which depleted any desire I had of moving back permanently. I do miss the people and the amazing food vary often though, and of course, my family, friends, and awesome dog Julie! If I ever do come back, it will be for my retirement in Bahia.

    Follow Gina Gotthilf on Twitter

    Check Gina’s Website

  • Paula Albocino 7:37 pm on October 3, 2010 Permalink | Reply  

    Paid versus Natural Search, the end of the battle 

    As part of the I Spy University, all I Spy employees have to complete the Google Adwords Fundamentals exam. I must confess that in the beginning I was slightly reluctant as I work in the Natural Search team and the exam focuses on Paid Search. Aren’t paid and natural search completely different disciplines?

    I have been to conferences on Internet Marketing where specialists on paid and natural search would go head to head on which of them offers the best return on investment. “If you had £100, in which service would you invest”? Each side had good arguments, but I would always support the natural search team – no matter what.

    However, now that I am studying for the GAF exam and learning more about paid search I am beginning to think differently. If I was to attend one of these battle sessions again I would see no point in even having the discussion. Why would you put all your eggs in one basket in the first place? Besides, Google Adwords can complement and help to provide more information on any natural search campaign. Here are some examples on how:

    Paid search campaigns provide quick answers:

    A paid search campaign can tell a lot about your company’s keywords in a short period of time. Information such as the keywords with the highest click-through rate, the highest conversion and those with a high bounce rate is available soon after the campaign has gone live. All this data can and should be used for developing a natural search strategy.

    If you know that some keywords convert well, you will want your website showing up on organic results for them, as it will give you more visibility and a better overall return from the search channel. The keywords that convert better for you are normally the same to your competitors and have the most expensive bids. A Natural search team can optimise the website and focus link building efforts on those keywords.

    In the same way, you might want to create some content for those keywords with a high bounce rate, as it suggests that potential customers are not finding the information they are looking for within your site.

    This sort of data about your keywords and your audience can only help you to attract the right people to your site and provide them with the information they are searching for. And this is what natural search optimisation is about.

    Keywords and Landing Page recommendations

    On paid search, ads showing up for keywords highly related to their landing pages’ content have their quality score improved and rank better for a lower cost per click. On natural search it is just as important to ensure that each page is optimised for their own specific group of similar keywords, as they will have much better chances to rank.

    Recommendations from Google Adwords for a great landing page should also be followed by the natural search team when optimizing the pages content:

    • Relevant and Original Content;
    • Transparency into the nature of your business, how your site interacts with a visitor’s computer and how you intend to use a visitor’s personal information;
    • Navigability, i.e. providing a short and easy path for a user to purchase or receive the product or offer in your ad;

    Link building ideas

    The more links pointing to your site the better. True, but links on relevant sites to your industry are much more valuable.

    Every time an adwords campaign in created, its ads are automatically shown across the Google content network. Google looks for relevant matches with your keywords and shows your ads in pages that contain the same subject that your audience would be interested in. And take note: links from your ads do not count for link building.

    However, a page that Google judges good for your ad has great chances of being great for a link. Google Adwords can give some potential link building ideas for your natural search team by checking where your ads have been shown.

    In conclusion, even though natural and paid search are indeed two different disciplines, integrating these can offer huge advantages. Here at I Spy there are no battles; when it comes to delivering our clients the best ROI, we are all on the same side.

    Published at I Spy Blog

  • Paula Albocino 5:24 pm on October 3, 2010 Permalink | Reply  

    The Best #SESSF Tweets – Third Day 

    Today was the SES San Francisco third and last day. I found very interesting the tweets about landing page optimisation on Tim Ash’s Keynote. There were also good stats on the PPC v SEO session.

    I’m kinda glad this conference has finished. Tomorrow I will be able to go for a beer or two without feeling guilty for missing the #SESSF tweets… I’m joking, I’m not that geek. Anyway, here’s my selection for today:

    dailySEOhint: Yahoo: “In 5 years the majority of search will be done on mobile devices.” Think about what that means for you.

    heidiocker: tip: be realistic, focus on 5 SEO initiatives that move the needle and are achievable AND measurable.

    dWirianto Great post on Mobile SEO

    imeldak Online marketing has nothing to do with technology. The only thing that matters is how to adapt technology for us

    imeldak To build instant online trust, you have to do it instantly. It takes 1/20 of a second to make an impression

    beebow onto the 4 pillars of trust: # 1: appearance. very important. istand-in for “suitability.” good appearance enhances trust

    gprzyklenk Pillar 1: Appearance. We do judge a book by its cover, so it’s important to relay quality through appearance.

    beebow you can fix your page! Focus on: 1) professionalism of design. 2) Sparseness & neatness. 3) Organizational & clarity

    beebow “stop screaming at people and having things compete to get their attention once they get to your page” –

    beebow did you know – 70% of ppl abandon shopping carts online, mostly because of lack of trust

    ahatchjr: People read 400 – 500% slower than they interpret pretty pictures (logos, seals, etc)

    sallyfalkow Association with media brands as trust signals lifts conversion

    BruceClayInc SES Liveblog: SEO Lab by Search Engine Watch — SES San Francisco

    beebow the sense of safety & trust HAS to precede the call-to-action / transactional part of the visit

    gprzyklenk Put your marquee clients on your landing pages as a trust symbol. Don’t hide them under the fold.

    rishi3211us Solutions:(3)Authority – borrow trust from better known brands – Reviews and awards, Marquee clients, Media Mentions

    kpoljak 4 Pillars to earn trust online: appearance, transactional assurance, authority, consensus of peers

    beebow you can’t care what EVERYONE thinks, but you care what your PEERS think. Your customers. your contemporaries.

    gprzyklenk Aggregate statistics are very powerful, but so are visualizations. Use it to build consensus.

    digitalv Four pillars of building online trust – 4. Consensus of Peers @Tim_Ash keynote

    beebow consider having the testimonials as a back up on another pg, AFTER you show off the # of how many happy customers you have.

    gprzyklenk Testimonials are good, but subdued on separate pages for “methodical” personalities. Have a link available.

    theVMT The idea @randfish gave for letting users share content easily – check out this WP plugin from

    jendiatalevi 4 pillars: appearance, trust, authority, peer consensus = perfect website

    merrybubbles: Firefox has a ticker (small) on its homepage that says how many times its been downloaded (543 mi…. in 2 mo.)

    maileohye #GoogleTV Convert TV viewers into website visitors:

    15_miles Does page load time matter – 0.4 seconds of additional load time will result in LOSS of 10% of conversion @

    gprzyklenk Making better landing pages is one thing, but make sure you don’t turn leads into amish furniture.

    15_miles Why is flash not good? It doesn’t enhance conversion, it’s a distraction, it adds expense & decreases load time

    spurinteractive Just uploaded my presentation on Attribution and ROI Measurement at

    MilestoneMktg “Meaningful SEO Metrics: Going beyond the Numbers”

    beebow WHY she likes SEO – you cannot build a strong house w/o a strong foundation. House falls down w/o strong SEO foundation.

    beebow universal search rocks, too – you can saturate Google for your brand name if you optimize for video, image, maps,

    gprzyklenk The larger your site is, the more important your internal link structures. (via @seocatfish)

    beebow benefits of paid search: leading conversation w/ customers. jump in front of ppl’s eyes AS they’re searching

    beebow wow- Delta’s paid search revenue is 60x greater than the cost

    beebow paid search has a POSITIVE impact on natural search

    beebow don’t fight (don’t choose btwn SEO & PPC) – compliment campaigns.

    state_ofsearch Use keyword focused internal links to at minimum a) describe pages to Google b) vote for your nested pages.

    state_ofsearch Use keyword focused internal links to at minimum a) describe pages to Google b) vote for your nested pages.

    beebow 1) PPC converts HIGHER. PPC has 1.2x SEO’s conversion rate.

    beebow but – who gets more traffic? SEO gets 7.3x more traffic than PPC does

    rishi3211us says paid search ads get more conversion than seo for same keyword and ranking

    beebow PPC is faster, but then there’s real-time results in search….

    beebow truth: PPC is easier. it’s harder to do SEO. but that’s why PPC is not a competitive advantage. SEO is 😉

    beebow truth: PPC is great for testing. Here, rand agrees.

    beebow PPC is good because you can make adjustments with short notice

    beebow PPC is good because results are quicker to achieve

    beebow PPC is good because various targeting options ensure happy visitors (customized landing pages)

    SEOmom Value of SEO vs PPC is like Spain Soccer Team vs N. Korea No contest!

    ecceterramnz From the SEO vs PPC Panel – PPC bring 20% better Conversation Rate than SEO, but SEO give 15 times more Traffic than PPC.

    beebow you can remove space for bad reputation by saturating both organic & PPC spots on the SERPs

    rishi3211us SEO and PPC data should be shared for better results and informed decision making

    beebow Big PPC spend helps getting answers from Google (on SEO)

    benpfeiffer Google case study revealed if you only do organic SEO = 20 clicks, only do PPC = 20 clicks. Do both = 60 clicks.

    benpfeiffer Paid search ads do not create links, but it creates an opportunity for a link. PPC helping SEO.

    SEOmom Easy-to-do does not = competitive advantage. SEO is hard; get it right & bury your competition

    merrybubbles: Our PR people are now the best SEO converts we have in the company.

    adCenter Measure quality of conversion not quantity. Can you measure how you are acquiring your best customers?

    state_ofsearch Tip: Don’t put text on an image – people automatically perceive them as ads and ignore them #eyetracking

    gprzyklenk Adwords Opportunity Center includes “Analyze Competition” report, which is like a sexy impression share report.

    Digitas: “PPC vs. SEO? It’s both. The two should compliment rather than compete against each other.”

    Live Blogging

    state_ofsearch How to Become a Link Magnet – State of Search

    imeldak Live Blog Post: PPC or SEO? The Ultimate Search Marketing Battle

    SusanEsparza Liveblog: The Four Pillars of Trust Online – Keynote

    ecmechanics SES Liveblog: SEO Lab by Search Engine Watch — SES San Francisco

    adCenter Our team’s been blogging from SES SanFran

    basvandenbeld Find all updated information about SES San Francisco 2010: videos, posts, images and more on State of Search

    imeldak Live Blog Post: Beyond the Click: What Shoppers Need Now

    basvandenbeld What should you be doing to stop the Search Marketing Conmen ruining your reputation – State of Search

    magnusearch Notes from Day 2 of #internet

  • Paula Albocino 5:12 pm on October 3, 2010 Permalink | Reply  

    The Best #SESSF Tweets – Second Day 

    Following the best tweets from SES San Francisco today, I have the impression that yesterday the sessions were better. I can’t say much, as unfortunately I am not attending the event, but I found the First day #SESSF tweets more interesting. The highlights from today were about Mobile, Foursquare and PR for SEO. Here is my selection:

    evertino The formula of success of Facebook is “put hot triggers in the path of motivated people”

    beebow anchor text in emails – that’s a CALL TO ACTION

    evertino Twitter is a platform to put hot triggers in the path of motivated people

    beebow direct email marketing from big brands – this technology is not dead, but perhaps less engaging

    MerryMorud there it is! People go to Facebook to be distracted. So they’re receptive to triggering.

    SESConf make what you want people to do so easy people can’t move forward without doing it

    SEOmom Plug for branding: Potential customers’w/high awareness of yr brand are 3-400% more likely to click on yr ad.

    maryepeng the future of persuasion is mobile! Some food for thought for us internet marketers.

    beebow from Day 1: Think Outside The Blog: Tasty Tips For Feed SEO w/

    AlanBleiweiss CONFIRMED! 3% of yahoo paid ads and 30% of algo coming from bing. just spoke with yahoo tech

    KeriMorgret Starting coverage of Crossing the Digital Divide: from search to display at

    rishi3211us SEO is not about increasing ranking it is about increasing traffic

    rustybrick Bringing SEO In-House: The Pros and Cons :

    state_ofsearch The three most importance factors: Popularity, Authority, Relevance. Social media pushes the popularity. (the links to your site)

    mduch % of original content = ranking factor for google news

    emeyerson Display drives search. Display gives you reach and scale.

    rishi3211us @bruceclay words in an image are now indexed by Google

    aimclear RT @adcenter: Thinking about branching into Display? Target display ads can have a big impact much higher in the purchase funnel

    rishi3211us @bruceclay video soundtracks are now indexed by Google – the technology is now with YouTube

    beebow google is now focusing on “citations” – someone in the social web mentioning you, not necessarily a live link

    rishi3211us Google Commerce Search = Speed + Experience+Relevancy+Google Platform

    beebow as a publisher, you can reach your audience directly & be the media. but you still want to be found in media/blogs

    beebow by syndicating your content, you get in front of Google. But bloggers are searching, hungry for your content, too.

    sfsam22 Article mentioned by @SallyFalkow – Social networking sites: 10 mistakes organizations make

    marnie25 Mobile search is local search with attention on immediacy and finding things.

    AlanBleiweiss Mobile search is a true battle of the top.3 results

    beebow Don’t get stuck on hooking the big influencer -sometimes it’s the little guy/gal blogger that can drive serious traffic

    rishi3211us @lisabuyer recommends one press release every 30 days to stay in Google News

    adCenter 23% of Twitter users follow businesses to find special deals, promos, sales or use it for product reviews and options – per comScore

    YahooAdBuzz Krum:Mobile content not counted as duplicate

    william_timoteo – Local search is different of organic search. You need to have a responsive posture. Social media isn’t everything.

    kategamble Google Places now allow you to respond to positive and negative reviews, they even have guidelines:

    beebow Is foursquare the “new PR darling” ?

    beebow if you’re a company, list yourself on 4sq.

    motokohunt Your website is where you convert. Make it a priority!: John Sherrod

    beebow tip: add sharing tools in the news room

    beebow cheap PRs – @sallyfalkow recommends “The Open Press” – $20 per PR – you will be in Google news, indexed in 10 minutes!

    AlanBleiweiss Dotmobi is dead.

    15_miles “The old world of PR is changing, and it’s not coming back” the new world means you have to publicize, optimize, socialize

    Idealizer Very good presentation by Cindy Krum on #mobile search | forget .mobi Domains, they are dead.

    stormseo Great headline – SEO is not a profession, it’s a lifestyle.

    william_timoteo Don’t waste time guessing what works and what doesn’t work in the searches engines. MEASURE !!!

    tedprodromou Claim your free local listings on Google Places, Bing and Yelp

    sfsam22 RR: You can find speaker presentations from today here:

    Idealizer Google: Nearly 50% of all Searches have a local intention. Especially in mobile searches

    sznq Mobi sites are bad for SEO

    rishi3211us @btabke thinks Foursquare is going to be bigger than Twitter in few years

    AlanBleiweiss Don’t spend all your money on building killer mobile app. save enough for marketing it

    ManualsOnline Yahoo’s Cushman: Mobile is a channel, not a strategy (via @YahooAdBuzz)

    MikeSalzburg: Stat! More than HALF of all social network users are OVER 35. Says comscore.

    webshare Both mobile and traditional URLs of same content will display in a Google search, suggesting it’s not seen as dupe content

    emeyerson Video Lab Primer: “If your content sucks, even your friends won’t share it.”

    renee_berry You can find speaker presentations from today here:

    MilestoneMktg Foursquare the new PR treasure – claim your business, add tips, promote specials, reward mayors, and monitor conversations!

    emeyerson Only 49% of social media marketing strategies include YouTube. Get on it, people!

    beebow follow all your competitions followers. they will follow you

    TheBuyerGroup Highest RT time is 2:15pm -3:30pm on Twitter

    YahooAdBuzz @suzzicks Benefit of an app over a website on a mobile device is that an app can loop into the features of the phone — like shaking

    AlanBleiweiss Create mobile specific xml feed. make your mobile site touch friendly

    AlanBleiweiss Mobile bots crawl your site. mobile results are not the same as web search results

    AlanBleiweiss Keep mobile site within your main site. not .mobi or 3rd party domain

    socialspacing Excellent Info About Twitter and Pubcon (PDF)

    Camruud Conversion Optimization Secrets – 21 Must Follow Tips – Great recap

    BillFowle Will Facebook jump into ‘location wars?’ –

    stevelatham Just uploaded my presentation on Attribution and ROI Measurement at

    sznq SEO Value of Social Media – Online Marketing Summit

    sznq The Future of Search

    leeodden Get the lowdown on Content Marketing Optimization

    garyreid Get the lowdown on Content Marketing Optimization

    TravisNorman Content Is King, But Only When Optimized!

    Live Blogging

    rustybrick Live blogging Keynote with BJ Fogg by @KeriMorgret & me #sessf

    Neef if u couldnt make it to #sessf, Search Engine Roundtable is doing live coverage right now: – pretty awesome

    KeriMorgret Covering keynote live at

    BruceClayInc SES Liveblog: Using Computers to Change What We Think and Do — SES Keynote by BJ Fogg

    rustybrick News Search Optimization:

    NiallKennedy The future of search

    aaranged Covering Bringing SEO In-House: The Pros and Cons:

    VirginiaNussey Using Computers to Change What We Think and Do —Keynote by

    NiallKennedy SEO: Successful Information Architecture

    simarp clicks and conversion are to be seen alongside exposure

    utollwi RT @NiallKennedy Developing Great Content <

    BrianGroth Bing is “not something to ignore anymore”

    BruceClayInc SES Liveblog: SEO through Blogs and Feeds — SES San Francsico

    dCenter We’re also blogging here and you can check out our event coverage throughout the show at

    ElaineEllis My post on “Search, PR & the Social Butterfly” #SESSF

    MikeSalzburg We’ve got you covered. Liveblogging from guest experts this week

    JohnWEllis Attended a great session Tuesday “SEO Value of Social Media”. Here are my notes:

    GarrettFrench Link Building Basics (Live Blogging)

  • Paula Albocino 5:05 pm on October 3, 2010 Permalink | Reply  

    Last #SESSF Tweets and live coverage from yesterday 

    ByronG 10 Tips On Marketing Your Business from

    VirginiaNussey SEO Value of Social Media shared by @bolsearch on the Bruce Clay blog

    mihswat Reputation monitoring relief in 60 seconds with Trackur Aspirin

    garyware Great post: Live Blog Post How Lrg Advertisers are Accelerating their SEO with Social Media

    andfl Esses eventos sempre trazem novidades. O yahoo jogou os resultados live no evento, o que esperar do Google?

    danielriveong eBay is seeing 5-8% of their display efforts is reaching mobile users, inadvertently.

    JohnWEllis My session notes, on, SEO Value of Social Media – Online Marketing Summit

    stelayordanova “Yahoo! is focusing on the front end of search and will let MSN develop the back end.”

  • Paula Albocino 5:03 pm on October 3, 2010 Permalink | Reply  

    The best #SESSF tweets – First day 

    There are great tweets being generated on SES San Francisco – the search marketing event that has started today and finishes on Friday. Following the #SESSF tweets, I could figure out that the CEO of Kodak Jeffrey W. Hayzlett showed the funny video Winds of Change on his opening keynote. Till now they have had sessions on link building, social media, site architecture and PPC.

    I would love to continue following the tweets, but while it’s 4pm in San Francisco and they are tweeting with the hash tag every second, in London it is already 12 am. I will continue tomorrow, but for now here are my favourite #SESSF tweets:

    About Kodak’s Keynote:

    AlanBleiweiss Adapt or Die – For the CEO of Kodak, that’s a great topic
    beebow wow. feisty “Winds of Change” video about Kodak thrusting itself into social media rather than ignoring it

    Pixum_CEO You should immediately hire a CLO a Chief Listening Officer… Listen to your customer is the most important

    beebow Kodak hired a CLO – Chief Listening Officer 😉

    beebow CLO acts like an air traffic controller – routes brand-mention tweets to different departments within Kodak

    lisabuyer Turnaround story: Kodak goes social, 117 million people a day go to Kodak website, 1000 words blog helps

    waworld Listen to your consumers and give them what they want (via Kodak)

    basvandenbeld Be sure to listen to an interview with keynote speaker Jeffrey Hayzlett when he’s done:

    RonShepherd Kodak let users decide name of K playsport through a twitter contest, got 28k responses in 4 days.

    beebow Kodak held a contest for naming a new product – 28,000 suggestions in a day

    beebow people are tired of dialing 800 numbers for customer service. ppl want to be heard, they want to participate

    imeldak Engagement is the new ROI. What is your return on ignoring?

    lisabuyer old ROI = return on investment. new ROI = return on ignoring.
    OMConnect Facebook has 450 million users, 70% outside the US. Twitter skyrocketing to 40+ million. That’s 2,564% growth.


    beebow “passion is not a substitute for planning”

    aspeyer77 don’t be afraid to make mistakes in #marketing we all do ’em let’s learn from ’em
    state_ofsearch Leadership: Set clear COS (conditions of satisfaction), cause tension, be who you are, no one is going to die

    SEOAware We can only move as fast as our slowest common denominator. I will find you and ask you to leave the company.

    gprzyklenk Causing tension is a good thing, disrupt traditional thinking, get debates going.

    paige_oneill Marketers job is to cause tension in the org. Move group to edge.

    state_ofsearch The new elevator pitch: your 118! (8 seconds to hook the customer, 110 seconds to sell it)

    Paid Search

    state_ofsearch Big mistake: one campaign for search and content network. You should split your campaigns

    rishi3211us create ad group by most likely replacement or alternative search query

    rishi3211us proper keywords and adgrouping can help increase quality score, lower cpc, increase roi

    jendiatalevi find intent by segmenting KW into buckets. have diff conversion goals for each segment.

    rishi3211us recommends using negative placements for placement targeted campaigns

    simarp real time bidding for display would be next big thing

    SEO and Social Media

    Matt_Peterson Compare Intent: ex. site’s plural term ranked #3, singular term ranked #34, singular had more visitors & conv.

    jendiatalevi Plural KW signify shopping intent. Singular, buying intent
    Pixum_CEO Search term singulars vs. plurals: plural searches look for options and will not convert as good.

    beebow 1) setting goals, KPIs, revenue expectations. 2) buyer personas- get demographic info from social sites & research

    beebow 3) traditional keyword research. also consider social KW research. anticipate what people buzz about –

    beebow 4) content & assets. know your customers, know what they need/want. social interaction creates KW-rich content

    beebow 5) editorial plan. who are your customers? what do they want? what kind of content are you going to author for them?

    beebow also, understand where ppl are in the buying cycle and tailor content appropriately.

    beebow 6) operationalize your SEO. give KW lists to the social media team so they tweet/update FB/blog w/ in-demand KWs –

    beebow 7) develop off-site content=crucial! repurposing content–> youtube video embedded on website, screwwnshots on Flickr, etc –

    beebow 8) SOCIALIZE. repurposing content on social sites? SILLY of you to not PARTICIPATE on those sites. create connections!

    beebow 9) continued… when you publish something great, you HAVE to go out & promote it in a way that creates value

    beebow 10) measure. use social media monitoring tools. great for research, great for seeing effect or promotional efforts

    beebow Use to see where your competitors have a loyal community – try to tap into it yourself 😉

    thenetimpact When choosing keywords select a niche- not as expensive, not as hard to optimize

    thewebandprint don’t compete for very popular keywords – (in our industry – printing, BC printing, target a niche and dominate it

    state_ofsearch Our users changed so much in the last decade. They have other needs and expectations (& less time)

    renee_berry Intro to SEM Tips: Your webpage title is your search engine identity. Your title is key

    beebow optimized content strategy – start with goals. what are your KPIs? –

    MoniquePeltz Content Marketing: If it can be searched it can be optimized for better marketing performance.

    CourtneyRamirez Content marketing tip: Make stuff that is useful to customers (Mint’s tools) and not just for own purpose.

    gprzyklenk Don’t suck at Social, use social media 4 E’s: engage, educate, excite, evangelize.

    Conversion and Information Architecture

    jendiatalevi A good analyst is defined by how many times they ask “why”

    heather_mckenna “Build your site in HTML 5 and you will get countless benefits” via Seth of Yahoo

    beebow 1 of the most effective tactics for increasing conversions = SEARCH ENGINE OPTIMIZATION!

    state_ofsearch Why should we care about Information Architecture (IA)? 1. Lost customers when they don’t find the content

    state_ofsearch IA affects crawlability. indexation, but also how your site appears in search results (eg bread crumbs)

    evertino Shari recommends to read the IA book of Peter Morville

    evertino visit the website of the National Cancer Institute to see good IA

    IETraining seo’s should care more about information architecture

    Real Time and Yahoo

    Idealizer Yahoo expects mobile searches to overtake regular web searches in the next 5 years.

    dougplatts Yahoo to release a mobile app that doesn’t take search queries. It’s all about interactive maps apparently

    waworld Yahoo is planning to make search so personalized that it will even give you results based on your social network members opinions

    markbietz Web of things has resurfaced in the future of search from Yahoo
    YahooAdBuzz Seth: Personalization — when we start pushing contextual, relevant info to users, engagement rises

    6DegreesContent Future campaigns will be used to drive users to search, ie Search will be at center of marketing agenda

    YahooAdBuzz Seth: The world is getting real time and we had better catch up

    evertino Seth shows some new innovations that basically try to get deeper information to satisfy the users needs in a better way.

    simarp results would not be 100 % of bing

    YahooAdBuzz iProspect’s Brian Kaminski: “In 5 years we will not use search engines”

    YahooAdBuzz Kaminski: 2) Search results will be real-time and connected

    state_ofsearch Mobile searches will outspace PC, Local based targetting, special local deals

    state_ofsearch Real Time & Connected. Twitter and blogging into results, Results are going to be influenced by those in your social network

    matt_mcgowan Yahoo! and Microsoft Search Alliance News: Organic Search Transition Begins Today

    Live Blogging

    KeriMorgret Liveblogging at

    ElaineEllis I am liveblogging “Search: Where to Next” are @grahammudd, @marcpoirer and @shashiseth

    BruceClayInc SES Liveblog: Search and Branding — SES San Francisco Opening Keynote with Jeffrey Hayzlett

    shashiseth Check out Search Engine Roundtable’s coverage from the Search: Where to Next? panel via

    6DegreesContent Following the live blog on search and social media

    ElaineEllis Just finished blogging “Search: Where to Next?”

    BruceClayInc SES Liveblog: SEO – Successful Information Architecture – SES San Francisco

    benwills Link Building Basics Live Blogging from #SESSF!

  • Paula Albocino 5:01 pm on October 3, 2010 Permalink | Reply  

    Best Tweets #blueglassla 

    Boy, I love search marketing events! They are great for learning and meeting new people from our industry, I’d attend each one of them if I could. When I attended SES London 2010 I left the event full of new ideas and eager to put in practise what I’ve heard from the speakers. Unfortunately, it’s not always possible to attend these events, they happen all the time and all over the world. Last big one was the Blue Glass LA, promoted by Blue Glass agency in Las Vegas, on the 19th and 20th of July. It had Vanessa Fox, Rand Fishkin and other famous professionals in the search industry as speakers. As I couldn’t make it, I’ve followed #blueglassla tweets. Here’s my selection of the best ones:

    Marketers: Are you testing your email subject line? One person reported a 40% increase in reads by subject testing.

    Even if you rank #1 people may still skip your result

    How Not To Fail At Search from @vanessafox Re: Search — How are you solving people’s problems??

    It’s all about the call for action. If you don’t know what you want users to do, how can you guide them to do it?

    SEO’s not really just about search, but: Search-Rank-SERP display-Page Content-Conversion”@vanessafox

    Search-based navigation means every single page is a home page. – @vanessafox

    Great content + Great User Experience + Great SEO = success

    Adam Audette: “for SEO to not fail, it cannot be stifled.” Make many mistakes & quickly for SEO to succeed.

    Good SEO accepts risk and encourages failure

    Adam Audette CEO, AudetteMedia: Great content doesn’t guarantee success. Success = great user experience plus SEO

    SEO reality: @audette on the divide between long-term SEO and the short-term results clients expect.

    Neil Patel: if your customer could be worth $100, spend $99 to get them. It’ll be worth it in the long run.

    Don’t worry about every user… care about the targeted/qualified/engaged users.

    Neil Patel: don’t just measure the final point of entry, but the first. People need time before they buy (and join/register).

    “The purpose if starting a company is not to pay yourself, it’s to change the world”

    Consumers’ expectations are changing. In fact, they want more out of brands. That is a good thing.

    In 2009, 78% of Americans used social media to interact with brands.

    If you love your customers, they will love you back and tell others.

    What is virality really? Virality is taking one action and turning it into many.

    @tonyadam says: use the Facebook share button instead of the Facebook Like button to create more engagement/conversations.

    How to get people to share? Give them stuff they’d WANT to share

    If you make it sharable…they will share it! Provide embeddable codes, share buttons, tweetmeme, digg etc.

    Make content as shareable as possible to increase reach

    Brent Csutoras: Going “viral” is getting attention from people who don’t typically care about your product

    Micah Baldwin: “If you cannot be yourself in an organization, it’s not for you.”

    Great Point. “Human nature has a tendency to admire complexity but reward simplicity.”

    Rule #1 start your community with passion, rule #2 focus on simplicity rule #3 trust your users.

    “If you find a way to give the user what they want, they will tell others.”

    Start worrying about Adcenter (bing). Soon that will be the portal for advertising on both Yahoo and Bing.

    “You can’t win a philosophical argument; you can win a mathematical argument.”

    The search engines are listening to your customers. Are you?

    Only 55% of search marketers coordinate or integrate offline channels with search marketing.

    It’s important to understand what type of links you want to target and how to get them!

    The key to dominating the web is links.

    “If you buy links yourself, you’re not going to be able to afford Christmas gifts for your kids.”

    “Buying links should be left to the guys that really know how to do it”.

    Will this link increase my traffic and share my content with the correct audience?

    Pages that get tweeted by legitimate Twitter users get indexed & ranked faster.

    Rand & Dave both confirmed tweets/likes can help w/ short term ranking may not last w/out more links

    Jessica Bowman: a good in-house SEO gets the reputation for sticking his/her nose in everybody’s biznaz.

    SEO needs to be part of every team

    Laura Lippay: give people actions not recommendations

    SEO = 20% knowledge, 30% experience, 50% execution

    Links and Live blog coverage:

    About Dave Snyder’s link building techniques:

    Links Matter: How to Measure and Attain Them

    Twitter in algo? Go 2 Look at top tweets/page titles. See how pages are performing.

    In-house SEO – stories from the trenches

    Session: In-house SEO on @sejournal by @AlanBleiweiss

    Get @lauralippay‘s In-House SEO slides

    Matching your goals to the types of links you need –

    Marketing Metrics for your Business | Search Engine Journal

    Marketing Metrics for your Online Business with Neil Patel and Dave McClure

    How to not FAIL at getting search traffic

    Great summary of the talks at #blueglassla

    New blog post: @Zemanta Presenting at The #BlueGlassla Conference on Search & Social

    DocStoc Business Builder package:

    4 Essentials of Start-up Funding

    Liveblog Social Media Marketing

    Last session of the day at

    New blog post: When to raise money and when to bootstrap

    Landing Killer Deals:

    Building Communities That People Love – More on

    Facebook monitoring

    Community Building

    Liveblog coverage of #BlueGlassLA continues on day 2! Rolling in all day long:

    Links As A Larger Online Mktg Strategy

    3 Twitter Tools to Benefit from

    Marketing Strategy: liveblogging coverage by @BruceClayInc:

  • Paula Albocino 4:58 pm on October 3, 2010 Permalink | Reply  

    Garrett French, the co founder of link b… 

    Garrett French, the co founder of link building company Ontolo, has just released a book called “The Link Builder’s Guide to better, faster, stronger link building campaigns”. And I know it because he sent me this message on Twitter:

    One question was if he could send me his book and if I would be interested in talking about it on my blog. The second question was if I could send him good link building articles that I or other people have written in my language. I replied positively for both questions. How he knew me? My Brazilian blog’s post pointed to his website and Analytics was showing it as a visits referrer.

    This is a good illustration of how he builds links by interacting and developing relationship with the community. He has not only sent me a free copy of his book, which I am enjoying reading, but also has taken time to respond to my interview that you can see below. Does it work? Well, he did get me to write about his techniques and new book… and check how many links he’s gotten.

    Paula: You have written a lot of articles about Link Building. Can you tell me about your experience in this field since the beginning of your career?
    Garrett: Well, I started my career as the editor and lead writer for back in 2002. I covered SEO, and generated content by getting my readers’ SEO questions answered by SEO experts. I repaid my experts with exposure to a large audience – which created business leads – and with links to their websites. This is where I learned about how powerful content can be for marketers, especially when it’s created in direct response to an audience’s needs.

    Paula: You have co-founded Ontolo, which is a link building company. Where are you based and how many people work with you? (It seems a lazy question, but I couldn’t find any address on his website)
    Garrett: I’m based in Raleigh, North Carolina and my business partner, Ben Wills, is in Austin, Texas. Right now there’s just the two of us. I’m the CMO – I bring in business leads and do the majority of the content creation and outreach for clients. Ben is our CEO and CTO – he lands the clients and developed the link building tools we use for our campaigns. We’re working to develop out the link building tool side of our business rather than work as a consultancy, which is why we haven’t scaled aggressively… though I must admit my greatest lessons come from client work!

    Paula: I have the impression that most SEOs don’t like doing link building and shift to something else as soon as they can. Why have you decided to focus on developing links? Do you develop links personally or do you manage a team? What’s your routine like?
    Garrett:I’ve decided to focus on developing links because I enjoy it – that is, I enjoy the processes and strategies that I’ve developed, and I enjoy discovering new tactics as I approach new markets for my clients. Every market is a little different, so I also enjoy finding tactics that tend to work across many markets. I develop all links personally at the moment. Each piece of linkable content I create for a client takes about 3 or so days to write, then two days or sometimes more for promotion.

    Paula: What do you think about article marketing for link building? Can links in article directories make any difference for websites in the SERPS?
    Garrett: I think articles in directories like (for English, at least) can be useful for long tail terms, and potentially for building links to pages deep within a site that normally would not get links. Especially if you have folks on staff who can churn out articles. I rarely look at article directories though these days – we try to place content on sites that will have impact in the SERPs as well as attract traffic from the market… this kind of content can take several days to write, so we don’t tend to add it to article directories. My guest posts at SearchEngineLand are a perfect example of this – I could have added them to a directory but they would not have gotten the distribution or brand association that SEL brings.

    Paula: I have seen some companies considering Social Bookmarking and RSS submissions as part of their link building strategy. Can these websites pass any link juice at all? Do you do it for your clients?
    Garrett: We rarely do this for clients, unless it’s a bookmarking or social news site that’s within their niche. I’ve read of these sites having impact similar to that of article directories. It’s not going to help on highly competitive terms, but could help with long tail terms.

    Paula: Links inside social websites are either “no follow” or placed inside non indexed pages. I know it can generate traffic and indirect links to a website that contains good content. My question is if those links can directly pass any link juice on to the website. Is it a good strategy also for websites that do not have a blog or even good content?
    Garrett: A better strategy for sites without a blog or good content is to create good content in my opinion 😉 However I know that’s not always possible, especially not for the person doing the link building whose boss is screaming for more links!

    From a purely link juice perspective – a perspective I rarely try to take – you can squeeze some value out of social bookmarking sites by first only targeting those that are followed, and then working to get the linked pages indexed, usually by linking to them from other social bookmarking sites (ones that are indexed) or sites such as Squidoo and via article directory submissions. This approach has been formalized into what’s called a “link wheel.” We don’t use this technique, or advocate it, because it doesn’t add any real value to the web, or your market. Further, we’ve not tested it so can’t speak to whether or not it works.

    Our version of a link wheel happens when we link to content we’ve placed on site A, from content we place on site B, all while speaking directly to our market with fresh and useful ideas. Here’s a recent example: From “Link Builder” to “Link Strategist”

    Paula: Is it a good idea to create and develop blogs on Squidoo, Blogspot or WordPress exclusively for link building?
    Garrett:I don’t think it is – at least, I’ve not experimented with it. Given the amount of time we spend on creating content I’d rather put it on the client’s site or on a well known blog in their industry!

    Paula: What are the most difficult industries to develop links for? Do you deal with many of them in your company?
    Garrett: For me the toughest industries to develop links for are those with few blogs or other reputable publications that we can engage with. Also, if there aren’t many known experts trying to brand themselves, this makes link building tougher in regards to the tactics I’ve developed.

    Paula: What would your strategies be for developing links to a gambling or porno site, for example? Is it possible to build links for them without buying?
    Garrett: My strategies would depend on the budget available 😉 Well established gambling sites are typically well funded. My strategies would have to revolve around their specific ranking goals, and would involve as much content as possible. In all probability my work would be more to obscure the fact that they were buying links by figuring out more organic tactics…

    Paula: Does links exchange work? Can exchanging links with sites in the same topic give good results?
    Garrett: I think they can work – I “exchange” links all the time when I link to link building articles on other sites. Often these sites also often link to content on The results are good in that I get to share great content with my site visitors, and help out others in my space, some of whom are even competitors. This is normal in many industries… However if you’re describing a system that auto-creates a directory that auto-links to other sites and uses spam emails to manage link exchanges I can’t comment…. I’ve never tried it, and never will.

    Paula: If you have ten clients to develop links for and some of them are paying for two days link building per month only, what would be a good strategy for them?
    Garrett:We bill on a project basis to avoid this sort of situation 😉 I’d start with hitting the basics for them, making sure they’re listed in the niche directories. Then I’d probably try and do a group interview with expert bloggers from their target market with the hopes that the experts would link back to my clients’ sites! I think that could be done in a couple of days 🙂

    Paula: Do you have a list of links you are proud of? Have you ever gotten a link in a really difficult website? Can you tell me how you did it?
    Garrett: My proudest link thus far was from, which we earned with a group interview that included some notable industry names… We didn’t even ask for the link 😉

    Paula: How many links do you aim to get to a website per week?
    Garrett: We base our goals on number of outreach instead of number of links. This helps us stay focused on higher quality links.

    Paula: What do you think about comments on blogs and participation on forums? Is it part of your link building strategy?
    Garrett: I recommend comments and forum participation, but rarely execute campaigns that include these kinds of sites. I think forums, in the US at least, are overlooked as fantastic sources of content ideas! If you work hard to establish yourself in a forum, and treat it like a community of people instead of a place to dump links, you can really develop some great relationships that can turn into content (with interviews) and links.

    Paula: Are you going to any Search Marketing events this year? Are you giving a talk at any of them?
    Garrett: Not this year – I spoke at SMX West earlier this year though. It was fun!

    Paula: What are the main characteristics of a good link developer?
    Garrett: I think a good link developer needs to have an ecologist’s appreciation for the space he’s working in, a journalist’s appreciation for a good story, and a documentary film maker’s ability to ask great questions of the market’s expert publishers (and other link prospects). Also, they have to be excellent at communicating and understanding the value of links beyond SEO so they can work well with other departments in the organization! I’ve written some about how I hope link builders will work towards becoming link strategists, as I think this is the path towards maximizing a link builder’s value to their company:

    Paula: It seems that the tactics that you have developed are based on content creation. I know it can work really well if the website you are building links to has a blog as an important section of their site. However, in that way you will get people linking to the posts you’ve written, that you will probably place on your client’s blog. Problem is that the blog in a website hardly is the page you really want to rank and normally blogs are not related to your most important keywords. I know that you can optimize the blog, make it strong and then place links there to the important pages in the website, but it’s probably not the same as getting external links to the main pages. So, how do you get people to link to the pages you want to rank?
    Garrett: Here are my thoughts…

    1) If you’re developing highly trusted, highly authoritative and highly relevant links to your blog, and your blog’s on your site, then your entire site will do better overall in the SERPs. I’ve seen this
    happen on multiple occasions.

    2) If your blog content is not related to your most important keywords – that is – to what you’re selling, then there’s a problem… Also, your content can and SHOULD sell your services or products. We build links to our site – that also sell our services – solely with content and free tools. We’ve been building links this way for over a year and are only now beginning to see some movement in the SERPs for non-brand keywords. And yet we’ve built a strong, sustainable business… Link
    building should NEVER be solely about the SERPs in my opinion.

    3) Getting links to existing pages that you want to rank – without paying people to link – will require firstly some analysis. Do your competitors’ similar pages have links? How did they earn them?
    Secondly, who is your target market for these pages? Are there any publishers (blogs/news/other media sites) for this market? If so, how can you get these people to mention these product pages?

    My experiment (I have not done this yet – if you do, let me know how it works 😉 would be to do a contest for – and on – each page you want to build links to. Do them one at a time though! Make a press release. Contact your target publishers and let them know about the contest. The award is a giveaway of the product or service… Even better if you can give away the product/service for life! To enter the contest people have to blog about or tweet about why they want the product or service. The description for the contest must be published on the page that you want to build links to.

    Paula: Thank you for sending me your eBook. I will read and comment it on my blog as soon as I can. Could you maybe tell me beforehand what I will find there and what makes it unique?
    Garrett: I think you’ll find a very different approach to link building Paula! I work to downplay SEO-centricity, and a focus just on the SERPs. I’m eager to hear your thoughts, comments and feedback, especially in regards to how this approach could scale, or any US-biases I may not see in my approach!

  • Paula Albocino 4:49 pm on October 3, 2010 Permalink | Reply  

    Should an IDN be part of your strategy? 

    If your company reaches, or plans to reach, non-Latin script language countries, then perhaps you should think of registering an International Domain Name. The first four completely non-Latin top-level domains went live in May in the United Arab Emirates, Saudi Arabia, Egypt and Russia (More information).

    It means that now, a website where the content is all in Russian, for example, will have a matching address, with the ccTLD .рф instead of .ru. Websites from United Arab Emirates will have the option in ending with .امارات; (Emarat), Egypt with .صر (Misr) and Saudi Arabia with .السعودية (Al-Saudiah). Other languages such as Chinese and Hindi are to come soon.

    Registering an international domain for your company should be part of either a preventative or an active strategy. In the former case, you might want to avoid a competitor registering your domain in Egypt and demanding a fortune to give it back to you in the future. Also, as soon as IDs become popular, your customers will expect to find a local domain.

    Let’s say you are responsible for the marketing strategies in a company like Zara, for example. Even though it is a Spanish fashion brand, Zara has stores all over the world, including countries in Middle East, Africa and Asia. Zara’s sound, in Russian, would correspond for a local person to this: Жара. And that’s how your potential customers in that country might search for your brand using their own scripts. The last thing you want is them to end up on your main competitor’s website. (To find out how your real company’s name would be transliterated in many languages, you can use this Google Tool).

    The example above is part of an “it’s better be safe than sorry” strategy. You might as well register and hold international domains variations of you brand while it’s cheap, even if you won’t use them immediately.

    If a more active approach is part of your strategy, then there are some SEO opportunities for you. The first one is that Google prefers to display local websites in search results. Will Russian websites with ccTDL .рф be considered more local then those with .ru? It’s too early to say, but that’s not a hypothesis to discard. What about inserting your main keyword on your international URL? Or even registering international domains containing your main keywords and get them to link or redirect to your site?

    Other than SEO, an international domain could be a marketing opportunity. A language is part of one’s identity and a brand that shows this kind of sympathy might connect better with their customers.

    Should an IDN be part of your company’s strategy? It will depend on how important it is for you to go local in a non-Latin script country. It is, however, something to consider.

  • Paula Albocino 4:47 pm on October 3, 2010 Permalink | Reply  

    Back in 2002, when I was graduating as a… 

    Back in 2002, when I was graduating as a Journalist in Brazil, I had never heard of the acronym SEO, let alone ever being taught about how to apply Journalism in Search Engine Optimization. I don’t know if in Europe it was different, but in 2002 we were just burying the last typewriters in my country. I just wonder if the new generation of journalists leaving university are less oblivious about SEO than I was when graduated.

    I work as SEO for an Online English School doing Link Building for their Brazilian website. They have an outsourced agency in Brazil with a team of journalists working with them as Public Relations. Recently, when I rang the agency to ask for the news releases and articles they have about our company, I realised perhaps journalists are still oblivious. The PR representative who spoke to me confirmed. “Yes, we have plenty of articles”, and after my next question she replied “Optimised for websites…? Keywords…? Hummm, no, we don’t do it here”.

    So it seems the case that the company is sending articles to the media without being optimised with our keywords and thus we might be losing some good opportunities when they get published online. The articles she sent to me are, in my opinion, unattractive to Journalists. Lastly, how can she write interesting, fresh content about the company when she is so far from where the news happens, here in London?

    So here are some ideas that could be implemented in the companies to get the website linked more often and by better websites and blogs, using PR jobs.

    For Public Relations people working with or as SEO:

    Find the news in your company

    Google doesn’t like press-releases. Nor do I and I am pretty sure you don’t either. Articles advertising the company full of adjectives, like “the best” or “the biggest” are very unlikely to be published in respected websites. So, what to write about?

    The big challenge is to find what is new. It could be something like a new CEO or a big manager being hired, for example. A note about the new company acquisition or an interview with this person could be interesting for career and work related websites. Is your company launching a new blog and getting into social media? In this case it could be news for technology and SEO websites. Online and offline media live for news, they will be thankful if you offer them some fresh, interesting content.

    Create News

    No news in the company? Well then you must create some, and no I am not telling you to make things up! You could promote events or surveys between customers and employees. You can also research into who is buying more of the company’s product: men or women, teenagers or adults? Any change in audience and sales? You will then have some statistics to get together and will be able to analyse possible patterns from them. The media world loves to know about market tendency.

    Optimise your articles

    Before writing an article you must have a list of the keywords. Try to insert, nicely and naturally, as many of them as possible – mainly adding them in the title and in the first paragraphs, but don’t overdo it. Check some tips about it here. Your job is not only about promoting the brand, but also promoting the company’s website for a Search Engine. To get a link in a good website is your goal.

    For CEOs:

    Give the PR people information and authority

    Allow PR people to have access to information. In big companies it is not so easy. In the company I work at, the big decisions are taken in London. We also have marketing departments in Shanghai and Brazil. The PR person I spoke with works for an outsourced agency in Brazil and the information she gets has been filtered many times before it arrives to her. It’s up to them to decide what is news, so they should be amongst the first people to know.

    Create an intranet

    Give voice to all the employees in the company. One way would be the use of an intranet or Google Wave where people can share varied information about the market, the company, general news, weather, happy hours and so on. Everyone should be encouraged to participate. PR people could have a good source of news coming from employees and it would be a good way of improving your endomarketing.

    Have a Media Section in your site

    Add a Media Section in the company’s website. Feed it every day with press releases, videos, testimonials and articles – everything optimised with the keywords. It will be positive for the SEO and it could be a source for media journalists looking for news. Check this article about it.

    Create a blog and get the PR people to participate

    Create a company’s blog with interesting content for the public and get the experts to post there. In case of a design company, for example, the designers would be responsible for the posts with tips and ideas for the customers. Use the style seen in SEOMOZ blog, where each post has the picture and name of the author. Your employees will thus build their images as professionals and your website will get traffic.

    A PR’s job here could be to contribute with posts about the company and the market, moderate comments and correct misspellings or grammatical problems from other employees. They could also promote the blog on bookmarking websites like Digg and Delicious.

    CEO, SEO and PR people should work together for optimised news releases. Team work is not only good for the sake of the company, but also the best way to get the website in a better ranking.

    PS: From the first paragraph you can see that English is not my first language, so give a discount and be kind when you comment my first post ever in SEOMOZ. Obrigada!

    Posted on Youmoz.

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