At the Search Engine Strategies conference in New York last week, presenting Danny Sullivan set the tone and created a value proposition throughout the event. His
Hour and a half "Introduction To Marketing Search" was one of five concurrent programs to begin three days of the event. People at the Hilton on 6th. Avenida chain had three large boardrooms, with half a dozen giant screens and audio lots of people filled all the way into the back of the last room could hear and see what they had to say. Danny
Commonly considered a leading light for anyone and everyone when it comes to articulating how job seekers work. But that was not what filled these rooms.
His experience about search engines is well known by the media and by anyone who has been in development strategies search engines over a decade. But at least 60% of people in the audience were not there for that reason either.
Most attendees were there because of the five concurrent sessions, this was the only introductory – and they were new to the search. Some of us wanted to hear Danny because we heard their clear descriptions of how things work before.
But for most people in the room this was his introduction to the search and Danny did not disappoint. He gave us all confidence in our decision to be there, he assured us that what seemed too large and complex could be solved, and that helped everyone focused so we could choose the remaining sessions more objectively. Its pleasant style
Put us at ease with virtually no acronyms and SEO shorthand during his talk. I do not know about you but I'm sick of presenters who have their pepper speech with expressions like "revolutionize bandwidth seamless", "engineer-edge action-items" or "incentivize wireless infrastructures" because they think it is more important to impress us than it is to communicate with us.
Danny used concrete nouns that created real life images of things which we are familiar, like shoes. That gave us the confidence that no matter how daunting it could be the search marketing environment, here was someone who could explain that the plain English.
Danny began covering search engines in late 1995, when it conducted a study of how web pages are indexed. This study was conducted later in the site search engine clock which he founded and ran until November 2006.
And never once mentioned that his talk was part of his farewell tour. In fact, it was another day at the office – except that his office is in an English village. His wife and two children joined him on his trip to New York and sat in the front row until the siren call of Toys R Us sign.
One of the nice touches, something only those of us in the front of the room well before kick-off time saw was when it appeared a picture of your kids on the screen for them. It was so fast I'm not sure that many people who are not guys saw it. The most I got was a quick a Kermit hat on one shot.
After that, no matter what he was selling – I was buying. Everyone I spoke with, none of whom really knew who or how important it was – what it said. He will be the face of search for them in the future. His presentation
Core had a lot of information on 77 slides. He went through them smoothly, has done this before – tells us from the beginning not to worry too much about the details because there was a great presentation for each of the content areas he was presenting.
We could just sit and absorb the logical flow.
As he moved through the overview of the free search results, the search engine public relations, advertising and could feel that each of us was considering what is important to us – so we want to know what of the following sessions should attend and why.
What became clear to me was like the 20/80 rule applies to most of the thins we do when it comes to search engine marketing. It was then that 20% of our activity will provide 80% of our results.
I was all ears, wanting to know what we are already doing well and what we can achieve the greatest leverage can just forget the rest. We want our site to achieve what can be achieved with a reasonable amount of money, time and effort.
In this regard, said that the content of the page is critical. Since we write stories for business owners to read the content of the page that is already critical for us. He said that our title tags are important and this is something we have been working for the past three years. Our older content is indexed regardless put keywords in the title, so just going to leave them as they are.
Said design problems had an impact on the ability to search and I was so thankful that our designer and our intelligent software engineer were of one mind when they created our site. Another check mark on the positive side of the equation.
And spoke at length about linking to another site and how important it was to be linked to the websites of trust that our readers are already. This was something we had never done anything about – but I left there with some concrete ideas that must be linked and conviction to work on getting links in the future.
Also with this new knowledge found many people left the meeting knowing that there were things in control, things that could actually do at this time, you will end up influencing their position in the search engines.
Then can focus on the hundreds of other things that will make incremental differences depending on the mood of spiders and other crawlers morning one the next day and the day after that.
Danny left us with three important tips.
First, he said, do not ignore the free listings and search engine PR because small changes like those above can reap significant benefits for free. Second
Said not to rely solely on free listings because they can and do change without notice. If positively has to be number one in a search engine, consider buying ads that are placed there.
And finally, the next two and a half days of sessions and exhibitors on three floors of the hotel will be based on what he had just heard. And he was right.
Paraphrase Danny, now editor in chief of Search Engine Land, do what has the most influence on you, do the best you can reasonably when I do, then go ahead.