I just realized that I haven’t published my Pubcon South 2011 notes. Due to the ever changing nature of SEO I like attending conferences like this to stay on top of things. However, I found all to often that much of what you can find on the Internet is restated in the conference. My favorite quote from this conference came when talking one-on-one to a conference speakers (who will remain anonymous). He said to me, “How do I teach people just enough without teaching them too much?”
Unfortunately, I do feel that many speakers in most web marketing conference have this same attitude. However, at Pubcon South 2011 I did find some SEO nuggets of knowledge that I will share below. Yet, the best jewel of information I can offer is that you will learn a lot more talking to the speaker face to face, than just sitting listening to their well crafted presentations of “just enough” information =).
PubCon Notes & Thoughts
I am sharing only the best notes from my time at PubCon South. Most of my notes are based around social media, since I was charged with covering this venue, while others in my party covered the SEO aspects of the conference. There are many people who I have left out (including the speaker I quoted above), due to the fact that much of what was shared in their presentation were common knowledge.
Speaker:Todd Malicoat Presentation: High ROI Social Meida Notes: Consider your link audience instead of your reading audience. Social Media is two different sites, your social media content shouldn’t be available for your usual readers [I disagree. I don’t think your content should be highlighted to search engine users, but they should have access to it]. Quarkbase.com is a good tool to look at your competitors [Also, recommended Propeller.com, but that site has been dead since the fall of 2010]. Google feels capitalism ruins the web. When doing infographics find specific targets within your niche. You can find certain niches by going to Google directory, which shows sites according to page rank. Good content is not enough you have to have a strong distrubtion. Researching the market on social media using quarkbase, digg, stumbleupon, delicious. See who has been successful in your niche for social media. All ships rise with the tide, therefore it is okay to build links to other pages on your site that focus on your social media efforts.
Speaker:Dan Zarrella Title: Facebook & Twitter Marketing Notes: As twitter accounts talk about themselves followers go down. As negative comments go up followers go down. Best time to publish on Facebook is on the weekend. The average facebook user has 130 friends. Knowledge isn’t powerful, scarce knowledge is power. Novel information is useful. Warnings are more viral than the actual warning. Use combined relevance [To Dan this means taking two segments of your demographics and combining them into one thought. His example was zombies and scientist. There is a certain segment of the social media demographic that are both scientist and zombie fanatics, like himself!]. Twitter is about making new friends. Facebook is about enriching your current friendships. People have profiles, brands have pages [he couldn’t stress this enough]. Teens are more social (they focus on their friends). Adults focus more on things. Woman have more than 55% posts than men. More men tend to say they are single. Stay away from buzzwords on Facebook. Be entertaining on facebook (if you were producing a reality show on your brand how would you do it). Use the facebook like button and show the friends who liked it as well. Videos do better on Facebook than Twitter. Titles that have digits are more popular. When you are writing for Facebook think USAToday, not the New York Times. Facebook is more about main stream audiences than niche markets. There are 600 million users on Facebook, twice the size of the United States. If you have a difficult business to make exciting take something old and put a new twist on it (lawyers in the wild wild west). Wants to write: The science of Charlie Sheen.
Speaker: Andy Beal Presentation: Google Social Media Reputation Management Notes:http://gri.ms/KUVW infographic on reputation management. One way to combat bad reputation management is having a press center. Google is the best example (Google Blog, Google News, Important links, Image links, Social Media Guidelines, PR Contacts (have a specific email for press contacts)). Have a delicious.com account for bookmarking your positive PR. Social Media Guidelines should be kept simple. Knowem.com shows you what profiles are available. Treat every new social media channel as a product launch. Trackur.com will monitor your brand [Andy’s company]. Engage all feedback on your brand. When you screw up: Be sincere, Be Transparent, Be consistancy. How to manipulate Google suggest. You need to be varied, consistant, and fresh. Google suggestions comes about when users search for your brand name and then connect second search to the first search. Retweet positive feedback. Use the twitter favorite button for reputation. Create a flickr profile page, and upload your images. Imbed these images on your site. It gives you more power. Wetpaintcentral.com lets you create your own wiki. You can design it just like wikipedia (should look at this for a backlink).
Speaker: Jabez LeBret Presentation: Facebook Conversion the Accelerated Way Notes: 92% of facebook users who become a fan don’t go back to the fan page, they only interact in the news feed. Every facebook page you create ask the user to like. Make it idiot proof. Giving away iPad’s don’t work. As soon as a user likes your page go in for the kill. Get them to convert. The first people to go after are the friends of the fans on your list.
Speaker:Alison Zarrella Notes: Co Author of THE Facebook Marketing Book. Crowdsource your content. Ask your followers what they want! Be Predictable – Pick a pattern on facebook. People need to know what you are doing (i.e. every Tuesday you highlight a fan). Don’t Push, Persuade. Stay subtle on facebook. Facebook is for friends. You want to have fun and engaging content. Keep Spinoffs simple. Don’t dilute your brand. Focus, focus, focus. Keep your options open. Facebook is great, but you shouldn’t just focus on Facebook. Go with the flow. Facebook should be fun. IKEA did a fashion show with clothes they made from their shopping bags. Imitation is flattery. Keep your cool with copycats. Spend your focus on what you are doing. Know when to let go. See what works, and what doesn’t. You want to post at least once a day, or at least 3 to 4 times a week.
Speaker:Mark Barrera Presentation: The REAL Truth About Facebook Notes: Facebook is not: 1. your primary website, 2. a place to push your products or services, 3. a one way conversation, 4. a place to make an idiot of yourself, 5. a place to tweet. Facebook drives 44% of social sharing on the web. 70% of facebook users are outside the U.S.,. Use keyword rich copy in your “about” section and “info” tab. Headlines are the most important aspect of your page. You can use your blog post as notes on Facebook. Facebook is for photos, put photos out there. Studies show that women are the best to use in pictures. Facebook is also for coupons, testing, finding brand evangelists, listening. 20% of divorces involve facebook (stat in 2010). 80% of divorce lawyers reported a spike in the number of cases that use social media for evidence. People spend over 700 billion minutes on Facebook a month. Facebook is a content farm. Facebook saw a 2% lift after the Panda update. Great place for stats facebook.com/press/info.php?statistics.
Blah, blah, blah, everyone is doing it. The web is littered with unoriginality. Find what makes you unique and stay with it. Vow to be unique. Example:3 Doors Down—A True SEO Music Video Ü
2. Blog imperfectly
Give yourself a time limit when writing a post and then publish it when you hit the deadline. Published imperfection is progress. Unpublished perfection is worthless. Vow to have flaws. Example: My Imperfect Plan
3. Blog the future
Anyone can tear apart the past. Look into the future and take a chance on what might not be. Not only does it help you look for possible opportunities, but it also gives your blog unique perspective. Vow to guess the future. Example: The Day Search Engines Died!
1. Be unique 2. Give more than you take 3. Do one task at a time 4. Find and resolve problems 4. Access others' knowledge 5. Listen to feedback 6. Learn to be inquisitive 7. Test, test, test 7. Distinguish sense from nonsense 8. Grow from mistakes 9. Accept change as inevitable 10. Befriend your competition 11. Study different industries 12. Learn to build not game 13. Understand the motivation of emotion 14. Work for yourself 15. Build loyalty 16. Don't fear failure 17. Study the past, critique the future 18. Ignite users' curiosity 19. Allow creativity to flourish 20. Never give up
Top Search Marketing Mistakes
* Mistaking CTR for Conversion * Not using negative keywords * Unoptimized landing pages * Using all default settings * Ignoring tracking results * Not using Geo-Targeting * Not using Day Parting * Not proofreading your ads * Only using Broad Match * Giving up too soon
* Unoptimized title tags * Poor content * Slow site speed * Ignoring social media * Forgetting about conversion * Not staying current on SEO changes * Using splash pages * Overuse of Ajax * An unbalanced backlink profile * Ignoring site structure