Month: December 2008

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Search Engine Strategies Chicago 2008: Video Search Engine Optimization

Moderator:
Anna Maria Virzi, Executive Editor, ClickZ

Speakers:
Ed Kim, Chief Executive Officer, Red Bricks Media
Greg Jarboe, President & Co-founder, SEO-PR
Steve Espinosa, Director of Product Development & Management, eLocal Listing, LLC
Gregory Markel, Founder/President, Infuse Creative, LLC
Barbara C. Coll, CEO, WebMama.com Inc.

I didn’t get to attend this session due to other conference activities.

However, I did learn that Greg Jarboe is working on a book about Youtube (I’d love to contribute or read an early version if you are reading this btw).  I look forward to seeing it.

I’d encourage people to check out my highly ranked post “How to do Youtube Video View (Search) Optimization” in addition to other posts about this session.

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Search Engine Strategies Chicago 2008: Search Engine Marketing and Consumer Packaged Goods

Moderator:
Mark Jackson, Search Engine Watch Expert & President/CEO, VIZION Interactive
Internet Marketing Speakers:
Brian Lipman, Interactive Marketing, ConAgra Foods
Randy Peterson, Search Marketing Innovation Manager, Procter and Gamble
Beth Uyenco, Global Research Director, Microsoft’s Advertiser and Publisher Solutions Group
Eli Goodman, Search Evangelist, comScore, Inc

Matt Wilburn, Senior Director, CPG, Matt WIlburn and Beth Uyenco went over example of how CPG companies are starting to use search. I missed Eli’s position of the session and Brian Lipman discussed the Hunt’s response to the tomato scare earilier this year and talked about the importance of cycle time. Randy Peterson’s talk was very similar to the 2007 Consumer Package Goods session.

Matt Wilburn, Yahoo!

Search Marketing for CPG Brands – Search provides scale and relevance for CPG brands percomScore study.

Is there brand equity in search results? Yes! Brand awareness rises 160% for items in search results

2009 need – greater accountability! 98% said a lack of standardization in reporting of internet statistics

Metrics that Matter – If you can’t tie odd knots, tie a lot of them…

Accountability will drive adoption of search…digital shows better ROI than broadcast

Beth Uyenco, Microsoft:

How search fits into the digital lifestyle of CPG’s primary shoppers

Moms are experienced and tenacious “Searchers”

86% feel that search engines are the best way to find information – compare prices, find retail locations, gather production information, product reviews, find sales, coupons and incentives

Women prowl for ‘good deals’ – how can we get them smart before the cart?

While the Internet has changed the shopping game, but its just trickling down to CPG…

Price leveler, ratings/reviews, trusted sources

Toilet paper surprisingly is researched at a high level

Randy Peterson, P & G

Presented 10 myths

70% of CPG searchers believe you are not a leading brand if you are not on page one of the search engine results page for the product type

Position matters and evidence is increasing that this increases brand recall

Reduce prices through improved quality scores.

Competitor isn’t there, why do I need to be?

Lipman
Rapid Response SEM Process: Identify the issue, Understand the issue, Respond

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Search Engine Strategies Chicago 2008: The Convergence Combo: Advertisers, Agencies, Automation… Oh My!

Moderator:
Greg Jarboe, President & Co-founder, SEO-PR

Speakers:
Craig Macdonald, VP of Marketing & Product Development, Covario Inc.
Ellen Watson, Relationship Marketing Manager for Child Care Brands, Kimberly-Clark Corp.

This is a live session blog from Search Engine Strategies Chicago 2008, please excuse any typos and/or fragments. Thank you!

Ellen Watson – Kimberly Clark:

Paid search strategy requires balance:
Budget, Volume and Traffic Quality

2007 Strategy at Kimberly Clark was like this:
Fixed Budget
Max CPC set
Campaigns optimized for conversions

Sacrificed:
Impression share
Average position
Branded terms vulnerable

2008 Strategy now looks like this:
Maximize impressions share
Compete aggressively for top terms
Maintained good conversion

Required:
Increased budget
Regular monitoring

Agency partner priorities:
Forecast annual budget
Managed bids daily
Changed reporting to include new metrics
Adjusted match type, ad copy, landing pages to maintain performace

Global Search Lessons Learned:
US engines sufficient for North American campaigns
Server location is a big issue for international and localized sites – ip address of the site should be in the same country as the address of the server, but local may require a large investment in IT infrastructure

Craig McDonald, Covario:

The New (economic) Reality:
PPC growth at 5-10% level (down from 35%+ growth)
Need to get more from SEO
NO headcount increases in foreseeable future
Squeeze 15% cost improvements out of programs
3 month payback periods, max

The Role of Technology
Paid Search – campaign management automation
Natural Search – automation of audits and tracking and performance
Comprehensive Search Management – SEO/ content convergence, Automation PPC program impact on natural search results

There was then a lively question and answer session on spending in organizations.

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Search Engine Strategies Chicago 2008: Universal & Blended Search Engine Conversation

Moderator:
Kevin Ryan, SES Advisory Board Chair & CEO, Motivity Marketing

Speakers:
Dr. Larry Cornett, VP, Consumer Products, Yahoo! Search
Mike Grehan, Global KDM Officer, Acronym Media
Chris Blakely, Director, Client Services, comScore, Inc.
Todd Schwartz, Group Product Manager, Live Search, Microsoft Corporation
Jack Menzel, Senior Product Manager, Google

This is a live session blog from Search Engine Strategies Chicago 2008, please excuse any typos and/or fragments. Thank you!

Mike Grehan:

You need to think differently.

Vertical creep is pushing organic results down the page.

Eye Tracking shows that people are not scrolling the way that they used to.

This creates a problem, you need to be at the top of the listings.

Local business center creates opportunities for local businesses.

New paid search results like paid results.

Chris Blakely – comScore:

Leverage comScore search data shows traction of universal search efforts.

Feature sets of search expanding. 48% of searchers are seeing different types of blended search results from their queries.

Lower clicks on sponsored links with the exception of ecommerce and travel.

Organic search strategies need to evolve from that standpoint.

Jack Menzel – Google Product Manager Universal Search:

Universal search has the following elements:
Comprehensiveness – Images, Maps, News, Products, Video, Books and more
Relevance – Run every query against every index, decide what to show only after we collect all of the data
Presentation – Summarize the content in the most efficient way possible.

Recently, there have been made into search results pages.

Better Ranking – Universal search is just a subset of ranking.

What’s next?
Keep improving relevance
Help users explore
Improved results summary

What does this mean for web masters?
– Publish the best and high quality content that you have.
– Take advantage of prominent new verticals

Todd Schwartz – Group Product Manager – Microsoft Live Search:

Evolution of Search:
Search – Directories, Keyword Trends, Rich Semantics, User Experience
Market – Immature, Closed Trends, Open Item????
Consumer – Search, Keyword Trends, Actions

Deliver, Simplify, Implement

Showed Samsung lcd tv model – showed elements of a shopping review, rating and engine – an interesting change

Showed weather and Barack Obama examples

More engagement
Better reach
Higher ROI
Update Product and Business Info
webmaster.live.com

Larry Cornett – Yahoo! Search:

Transformed from a static experience to a complete information in one search

Showed several Blended examples using Yahoo! Search:
Kyle Orton – Chicago Bears fantasy sports
Movies – including times and local listings
Beyonce – music videos on the search page
Sushi in San Jose
Barack Obama
Puppy

Richer, more relevant links…

Searchmonkey – publishers collaborate, meaning behind the link, richer experience, relevant and personal, etc.

Yelp is a Searchmonkey partner. (How does this affect Yahoo! Local?)

The infobar – Steve Jobs example

Share structured data: Publishers > Searchmonkey > Tell your users

Why is blended search important?
Unmatched opportunities and control for publishers
Key step for building a smarter search engine with structured data
gallery.search.yahoo.com