10 Bits of Advice from the Online Marketing Summit - Story From: Recent Ideas
A couple of weeks ago Lauren Vaccarello, Sr. SEM Manager, had the pleasure of speaking on a panel at the Online Marketing Summit in San Diego with some of the most talented online marketers she’d ever met. Her panel, which included Jorie Waterman, Sr. VP of Search, MRM Worldwide, Laura Lippay Director of Technical Marketing at Yahoo!, Marshall Simmonds, Chief Search Strategist for the New York Times Co, Michael Mothner, CEO of WPromote, and Rand Fishkin, CEO of SEOmoz, and author of The Art of SEO, had some great tips for the attendees. Here are some of her favorite bits of advice from this panel as well as some others that she attended at OMS:
1. Share data. Search marketing has a clear advantage over many marketing channels in that it is filled with actionable data. If you do a little research, you can find out what your customers are really looking for, the messaging they will respond to and where future trends are heading. This information should be shared outside of your team whenever possible. Jorie had a great example where she did extensive research for a Fortune 25 company, and found new opportunities based on data that have the potential to change their corporate strategy.
2. Move content properly. When blocks of content are moved, make sure your organization understands the risks associated with not using a 301 redirect – as using something else, like a 302 redirect, can destroy search rankings. It is important to create a culture where using 301 redirects are the corporate norm and are built into the CMS system. Here’s a quick resource to get you started with understanding and setting up 301s.
3. Keyword choices are critical. This is true for articles, breaking news, press releases and really any piece of content you want to be found by the search engines and your readers. Marshall Simmonds has spent years working with the New York Times editorial staff on things like the importance of writing search friendly titles.
When United Airlines flight 1549 landed in the Hudson River, the New York Times should have been the first news item in the search engine results. Unfortunately, the title of the article, “All 155 Escape Jet’s Plunge Into Hudson” was not what people were searching for, and other publications, like the LA Times, received the lion share of the traffic for the story.
4. Get other teams on board with online marketing. Like Marshall working with editorial or IT to improve traffic and ultimately revenue for the New York Times, broadening awareness of your online marketing program is essential to success of your search strategy. Work with editorial and public relations to increase traffic through search engines, work with IT to make sure redirects are done properly, share data with corporate strategy, and align different departments interest to maximize search effectiveness.
5. Don’t risk your brand. A couple of great questions were brought up by the audience in regards to how to stay competitive. An audience member asked if certain black hat techniques were appropriate if you see your search engine competitors using them. The short answer to this question is no. Risking your brand for the potential of increasing your search rankings for a short period of time is not a good long-term strategy. Be patient and continue building links and traffic through good content and white hat link development techniques.
6. Work within the system. Link development is one of the most important and most arduous tasks in search engine optimization. Leverage existing business relationships to build links for your website. This can be done through speaking with vendors, suppliers, sister brands and potentially customers and partners.
7. Leverage personal search. Google is increasingly using personalized search results and it is up to you to take advantage of this change in the algorithm to potentially bias users to see your results. You can start to do this by growing the users and participants in your social media circles by making them fans of your company on Facebook, following your Twitter feed, and joining your LinkedIn groups. This way, Google will start seeing your company as more relevant to those users when they search for your keywords.
8. Cross platform data integration. I sat through several B2B sessions at OMS10 and a recurring theme was pushing data into your CRM application, like Salesforce CRM. By passing information into your CRM, such as what keyword a prospect clicked on (which can be done easily with Salesforce for Google Adwords), what white papers they’ve downloaded, and what emails they opened, you can help your sales team better prioritize and score leads.
9. Integrate your online and offline marketing efforts. Online and offline marketing strategies shouldn’t be at odds. By integrating the two, you can use search to track and measure offline strategies. For example, the use of vanity URLs in traditional ad campaigns like newspaper or magazine placements can help track ad effectiveness and conversions in the offline world. Online marketing strategies, like ppc (pay per click), can be used to test messaging, launch brands and increase awareness with the same themes that are being used offline.
10. Test everything. Tim Ash, who wrote the book, Landing Page Optimization, gave a great presentation on the importance of testing. Test different messaging, layouts, calls to action and form lengths. Measure the results and make your decisions based off of solid data rather than someone’s opinion.
Now that you have these 10 tips from OMS 10, you should have some good tools to help grow your business. Online Marketing Summit will also have regional shows throughout the US from May through August, so if they are coming to your area, I highly recommend checking it out here.
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