To insure that we got the most out of PubCon, our fearless leader assigned sessions to each team member. My first session was SEO & Big Search, moderated by Jake Baillie.
This was an interesting session in that it was primarily an opportunity for some of the primary search properties to discuss their own in-house SEO campaigns. This is what each had to say:
AOL: Represented by Melanie Mitchell, Director of SEO/SEM. Melanie gave a detailed account of AOL’s SEO initiatives. She described their approach to SEO as focusing on 3 key areas:
- Indexing – Insuring crawlability and page focus.
- Ranking – Achieving prominent rankings for targeted search phrases.
- Metrics – Defining clear and measurable objectives and acquiring tools for measuring progress.
Yahoo: Represented by Dave Roth, Director of Search Engine Marketing. Dave presented a wealth of information including Yahoo’s internal SEO score card that they use to track their campaigns. The scorecard includes evaluations such as:
- Inherent referral value
- Size of opportunity presented
- Month over month and year over year growth
- Trademark search phrase referrals
- Non-trademark search phrase referrals
- Keyword visibility scores (a proprietary Yahoo! metric)
Google: Represented by Adam Lasnik, Google Search Evangelist. Adam has a fascinating job at Google; he is tasked with bridging the gap between Google and webmasters. Adam gave no indication that Google has a formal SEO initiative for their own sites, he did however offer a great deal of advice for webmasters and search optimizers. Here is a rundown:
Websites should consider the “SNACCC” acronym:
Speed – throughput (delivery)/latency(time between action and result)
N avigability – Where am I, how did I get here?
A ccessibility – Resonable URL’s / Useful alt text
C larity – Underlined links / Links on one line
C omfort – Easy to read / no jumpy pages / easy copy text / black / no italcs / include height and width tags for all images.
Consistency – uniform error msgs / alerts / info
- Use a tree-like site structure or web-like structures
- Have simple pages
- Focus on quality text
- Keep the user happy
Let the Pole Position Marketing team help you velocitize your web marketing, expand your online presence and grow your business through SEO, PPC, social media, as well as consulting, speaking and/or in-house training. Contact our pit crew at 866-685-3374.