Posts Tagged ‘SEO’
Solving Duplicate Content And Multiple Site Issues
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More and more website owners are concerned that they might get penalized accidentally or overtly because of duplicate content. For example, if you run mirror sites, will search engines ban you? If you have listings that are similar in nature, is that an issue?
What happens if you syndicate content through RSS? Will other sites be considered the “real” site and rob you of a rightful place in the search results? This Search Engine Strategies San Francisco session looks at the issues and explores solutions.
Moderator:
Adam Audette, President, AudetteMedia, Inc.
Speakers:
- Shari Thurow, Founder & SEO Director, Omni Marketing Interactive
- Kathleen Pitcher, Senior Manager, Acquisitions Marketing, Pogo.com/Electronic Arts, Inc.
- Michael Gray, Owner, Atlas Web Service
Shari Thurow, Founder & SEO Director, Omni Marketing Interactive
What can happen with duplicate content?
It lowers the indexation count on Google, which means the best converting pages might not appear in search results.
Web pages from your shared-content partners’ sites may actually end up getting better search visibility.
What duplicate content does to a searcher, is they end up seeing duplicate pages over and over again which translates into a poor user experience.
Enterprise Level SEO Is Not For The Weak
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Thanks to Ray ‘Catfish’ Comstock for providing the title of this post with his opening remarks during the session. Joining Comstock on this panel, moderated by Seth Besmertnik, CEO, Conductor, Inc.:
- Crispin Sheridan, SES Advisory Board & Sr Director of Search Marketing Strategy, SAP
- Bill Hunt, SES Advisory Board & President, Back Azimuth Consulting
- Guillaume Bouchard, SES Advisory Board & President, Back Azimuth Consulting
As a good writer and analyst, I have to ask ‘why’ for even the most obvious problem posed. So why is enterprise level Search Engine Optimization (SEO) not for the weak? The obvious answer: a lot of people, a lot of content. Enterprise is difficult because management of a lot of content and people is difficult to scale.
A recurring theme at the SES sessions I’ve attended this year is the importance of communicating SEO in a language that non-search professionals (high level executives) will understand. TopRank CEO Lee Odden even offered the presentation ‘Selling Search to the C-Suite.’
Let’s identify the problems a C-level executive may have with a fairly basic statement that illustrates the positive results of an SEO campaign:
Is It The SEO Metrics Or The Connections Between?
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Ultimately, to measure Search Engine Optimization (SEO) success, you aren’t necessarily looking at individual metrics – you are looking for a connection between the metrics – and the resulting affect on revenue.
If my lead seems to negate the name validity of the SES San Francisco session, ‘Meaningful SEO Metrics,’ it is completely unintentional.
Moderated by John Marshall, CTO of Market Motive and SES Advisory Board Member, this excellent session featured on its panel:
- Richard Zwicky, Founder & CEO, Enquisite
- Ray “Catfish” Comstock, Director of SEO, BusinessOnLine
- Jon Glick, VP of SEO and GM European Web Properties, Become.com
“Infinitely measureable means adjustable,” opens Zwicky. “And online marketing is completely measureable.”
A Key Performance Indicator (KPI) Zwicky recommends companies and marketers look at is Share of Voice, or in other words, how much traffic are you receiving for a keyword or phrase when compared to the balance of the marketplace?
Online tools, from Google Trends to Tweetscan, can measure the amount of traffic or conversation generated by competing websites or in social platforms to give you an idea of just how much voice is out there. It’s not perfect, but it’s measureable.
Mobile SEO: It’s About The Value, Not The Viral
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Take a deep breath if you feel one step behind in terms of mobile Search Engine Optimization (SEO). If the crowd size for the session Getting Mobilized! Mobile Marketing Strategies at SES San Francisco is any indication, you are in quite good company.
The session, moderated by Paul Cushman, Senior Director, Mobile Sales Strategy, Yahoo!, featured on its panel:
- Cindy Krum, Chief Executive Officer, Rank-Mobile, LLC
- Sandeep Aggarwal, Managing Director, Internet & Software, Caris & Company
- Michael Martin, Owner, Mobile Martin
“Mobile is a channel, not a strategy,” states Kushman. “Channels may change, but marketing strategy is marketing strategy.”
Creation of a mobile app (whether for iPhone or Android) for no other reason than to launch something ‘really cool’ carries roughly the same weight as creating something viral just to create something viral. Both are fun, both are consumed, and both are easily forgotten.
True value is invisible. Think of a neighborhood restaurant website that appears at the top of mobile rankings whenever you search for it. The entire website and menu display in your mobile device just as they would on your PC. Even better, this same website takes reservations directly from its mobile version. Flashy and viral? Not really. Valuable and profitable? Absolutely.