By Evan Carmichael on June 13th, 2011
Today was Day 1 of SES Toronto and it was a lot of fun being surrounded by people who are all talking about their rankings and what they’re doing to drive traffic to their websites.
I wanted to highlight some of the takeaways from three of the sessions I went to today.
Content marketing optimization with Lee Odden
Lee Odden (@leeodden) is the CEO of TopRank Online Marketing, a digital marketing and public relations firm specializing in strategic Internet marketing consulting, training, and implementation services, including online PR, SEM, and social media marketing. A veteran Internet marketer, Odden has consulted for clients such as HP, McKesson, Northwest Airlines, PRWeb, and the national PRSA.
- The big lie about content strategy is: Build it and they will come.
- Search is becoming social. You need to have a presence in all the major social media sites to have greater influence with your audience.
- If something can be searched on then it can be optimized.
- Make it easy for customers to discover consume and share your content, products and services.
- Create content that educates and makes it easy to follow a logical conclusion to buy.
- Blend content creation with curation. You don’t have to create everything from scratch as long as there is value to your audience.
- Build customer profiles. Who are they? What are they looking for? What type of content should you create and share to attract them?
- Pay attention to what people are saying about you on Social Mention.
- Create an editorial calendar for what content you’re going to create and how you’re going to share it.
- Always include an image or video. Your message will travel further.
- Search in your Analytics for a “?” to get a sense of the questions people are using to find your site.
- For content curation, don’t just copy and paste or Google will drop the page via their Panda update.
- Try to add your own commentary on the content to avoid duplicate content penalties.
- Also do what you can to get links to your curated content.
Information architecture for the modern website with Shari Thurow
Shari Thurow is the founder and search engine optimization (SEO) director at Omni Marketing Interactive, a full-service SEO, Web site usability, information architecture (IA), and Web design firm.
- Why should website owners care about information architecture? You lose customers when they can’t find your content.
- Information architecture also impacts your crawability and indexation. If Google has a hard time finding your content it won’t get ranked.
- Websites which are great examples for information architecture: Mayo Clinic, MedicineNet and National Cancer Institute.
- Every website needs a taxonomy, a hierarchical structure to organize your content.
- Rethink your top navigation. Ask yourself does it serve our readers as best it can?
- Use embedded text links from content to other content on the same site. It serves as a label to tell search engines what the content is about.
- A blog to look at as a best practice in information architecture is Matt Cutts.
- Create author pages to show all the posts by an author.
- Navigation labels need to be scannable, unique, and clear to readers.
- Stick between 4 and 10 links in your primary navigation.
- For user generated content look at at viewpoints as best practice example. Lead by example, show them what a good article looks like.
- Reward good behavior, you’ll get better results.
- Link to content vertical and horizontal. From parent to child and sibling to sibling.
Managing your online reputation with Ezra Silverton
Ezra Silverton became involved with the World Wide Web in the early 1990’s. He obtained his diploma in Marketing and eBusiness and a degree in Business Commerce, with a major in Marketing and a minor in Law from Ryerson University. Ezra later founded 9th sphere, a web design and SEO company in Toronto, Canada, that’s dedicated to building websites using crucial marketing tactics. He’s also an author on EvanCarmichael.com!
What to do when you’ve been smeared in public:
- Request removal
- Review clients own web properties
- Optimize existing web properties
- Setup new profiles
- Link building
5 things to enhance your online reputation:
- Claim your name – Domain name and social networks.
- Brag. Write content about what you’re doing and share it.
- Request feedback. Reviews, testimonials. People are less likely to leave positive feedback so you have to ask.
- Belong to your community. Become a member and get involved.
- Monitor. Use Google Alerts, Social Mention both are free.
I’m looking forward to Day 2! I’ll post again after tomorrow’s sessions.
Tags: big lie, consulting training, content creation, content products, content strategy, customer profiles, digital marketing, editorial calendar, Google, implementation services, internet marketer, internet marketing consulting, logical conclusion, mckesson, national prsa, northwest airlines, odden, prweb, strategic internet marketing, takeaways