Pubcon Blog Misuses 302s

So an email just went out about a new post on the pubcon blog with links to liveblog coverage of the conference. I was excited, this blog was listed a number of times.
But ‘lo they’re not clean links, they’re all directed through ra.cgi. And how exactly are they redirected? 302s
Are you serious Brett?

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Online Political Market Research

Market research is the process of understanding the market, what consumers want, what they have, what they can afford, and what will make them want your product or service. I’m oversimplfying here of course, but bear with me. Political research is the same, it begins with understanding the voters, their wants and dislikes and the triggers that will drive them to make the actions you want them to make (usually casting a vote in your candidate’s favor).
The first place we start when doing research for a search marketing effort is in the keywords and competition, so lets assume we’d do the same when planning an online political marketing campaign. If you’ve got deep pockets, hitwise data could come in handy here, telling you which search terms drive traffic to political websites, and which websites in fact have the most traffic, but this won’t come cheap. We’ll have to rely on lower cost tools, Wordtracker, keyworddiscovery, alexa, etc. Scouring location specific keyword searches you should be able to locate the issues and candidates that are searched on most often, and you should also be able to get a rough idea of which sites get the most traffic. That will be a rough sketch of what the online political “market” in your region looks like.
Finding voters’ triggers is more akin to the persuasion and conversion analysis that we often do on commercial websites. Multivariate testing seems to be the most direct and possibly fruitful application of these concepts to the political arena. For instance, we could construct an article or essay on a topic and specific some sort of success metric, a survey or email subscription form. Then we’d test different keywords, themes, framings, etc to see which resonated most with readers and produced the highest levels of success (however we’re defining that). Of course, as is the case in commercial testing but more so in political testing, we’d have to pay close attention to the source of the traffic, perhaps pre-screening those who are most likely to already agree with the concepts were testing and those most likely to disagree.

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Online Political Marketing

First, some statistics:

  • In 2004, over 40% of Americans got campaign information online. (source)
  • Another study said that in 2003, 68% used the net to keep up with political candidates, and 29% submitted their email address to receive more info. (source)
  • In 2006 51% of liberals got election information online. (source)

More data:

First, we heard about google bombing. Crude and inefficient, but potentially hilarious and powerfully grassroots. And then, of course, there was Howard Dean’s blog that almost won him the democratic nomination. In the past few elections, blogs have played an integral role in elections, uncovering scandal and debunking lies, but that’s the tip of what the online marketing iceberg can do for politics, even at a local level. With the rise of consumer generated media, there are a multitude of places candidates, parties, and organizations can turn to get their message out.

Here’s a few ideas:

  • Blogging
  • Wikipedia
  • SEO
  • Email
  • YouTube
  • Digg
  • Indymedia
  • Forums
  • Viral Ads/LinkBait

I plan to research this area more in the coming weeks and months, so look out for my posts.

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Armand de Brignac Keywords

Spurred by a post I did some research on Armand de Brignac keywords. No google trend data, and nothing in trellian’s tool, so I couldn’t come up with any trend lines, but word tracker had these 5 keywords, which, I think, speak volumes

armand de brignac 47
price of armand de brignac 6
armand de brignac champagne 2
armand de rignack champagne 2
armand de brignac prices 2

Classic window shopping terms, the fact that “price” occurs twice in such a short list leads me to understand the obvious: Armand is a veblen good, and is being well marketed as such, with the bottle, price and product placement. It is also clear that these terms are coming from people who are more interested in oogling the price, rather than actually buying the champagne, as there are no distributor or location words in the list even though it is not going to be released untill December.

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Search Engines and Webmasters – aka: The Search Engine Smack Down

They’re probably not going to be doing a spring conference. Instead likely more of the one day type events.

Tim Mayer
Several of the search engines have announced a unified sitemap structure. MSN, Google and Yahoo. Ask is invinted too.
Yahoo search mission is to enable people to find, use, share and expand all human knowlege. Find: enable people to find what they are looking for, use search not for sake of searching but to achive a purpose. Share sharing knowldge with people you connect with and connecting to people who you share knowledge with. Expand: yahoo answers helping expand the amount of information on the web.
Getting into the search index: Link to the url from an already indexed URL simple urls and shallow urls, 3 to 4 levels deep, good athoritative links.
Unique content, page-specific titles, page-specific metatags. Seperare pages only when there is seperate content. Multiple domains only when there are distinct businesses.
Avoid Spam:
excessive doorway pages/domaons
keyword suffing
hidden links/texts
link farms massive domain interlinking
off-topic links dilute valuable links
internal links don’t help/hurt rankins

Regexp in robots.txt, they support the google style format. wildcards, anchors.
if rules disagree, the more specific statement will supersceded the shorter command
no archive, they also have crawl delay.

Search Builder, customized web search, site search and customized vertical news search. strong international adoption, monetization in 2007. He’s going through how it works. 4 easy steps to create a search box, you put the code on your blog or site, then it will create a cobranded yahoo SERP with site publisher branding and it gives you keyword reporting. Topic oriented search, tweaking of organic results, popular search term cloud, query history reports for publishers.

Site explorer
you can login via yahoo id, then you can add as many sites as you’d like to add, and you can see your feeds. there is also site authentication. you can manage sitefeeds and add feeds and if you’re authenticated you can get info on its processing. You can just go to the site explorer page without the management and overhead of ID to submit a page or feed or sitemap. You put an authenticatioon key on your site and within 24 hours they’ll check it and you can get lots of useful information on processing. site explorer lets you see inlinks, indexed sites, tim says they’re one of the only search engines that provide the full back links data.
Ysearchblog will post about what is to come.

Eytan Seidman MSN
He’s going to talk about live search, he’s asking what products everyone is using. IE, firefox, xp, mac, who’s doing white hat and who’s doing spam.
live search:
web, news, local, images.
He’s showing live image search with the endless scroll bar. and a slider, there are lots of sexy ajax features. He’s talking very fast.
He’s showing that if you search for a person in image searcht they’ll show related people.
people want a tremendous amount of images. you can consume lots of images and people search for people in image search a lot.
Infinte scroll bar works well in images, not so well in web search.
local search 2d and 3d maps for zooming around and see what its like.
web search
core relevance their relevance is improving all the time
crawling, deeper crawls, support for new content types (eg HTTPS)
reducing spam
improving display using an example of university of arizona descriptions of sites are reading more like queries.

Better tools for searching, noodp crawl commands and robots.txt
new query commands:
ip: all the pages on a certain IP. (these two look cool)
and many others…
search macros example: macro:livelabs.msdn select. cancatenate all search commands

sitemaps, they support the new sitemap format.
They want to hear from us MSNdude, webmasterworld, forums, stickymail and the livesearch blog

Peter Linsley
They support all the noodp and robots type stuff
He’s showing some financial data. They’re the 4th biggst search engine.

dynamic comunity clustering and expertrank
search verticals for blogs, images, news maps etc
search enhancing tools such as related search, binoculars, smart answers and a unique under interface.
He’s showing a SERP with onebox type results, instead of sponsored ads on the right there are related search, like for narrowing the search or expand it, and related names. Binoculars, you can preview the site itself.

blog search
bloglines was acquired by ask.
blog search is currently tracking millions of feeds. subcriptions in bloglines will gurantee we know about your feed, basic SEO and standard blogg specific rules apply to gain popularity, blogging frequently helps, blogging original content that is useful, “suck a little bit less than the other guy”
high popular blogs can appear as smart answers on the ask SERPs.
He’s showing a screenshot of the bloglines search for webmaster world. with subscription and opinion vs news feed blogs.

best practices for ask SEO
expertrank and related search means more opportunities for ranking
garner links from pages that are on topic, this results in higher returns than links from off topic pages generic links are not bad.
configure robots,txt to allow the crawler.

langauge and country description
search engines have to guess language and country, you can improve our accuracy
may not appear in SERP if incorrectly detected or may gain an unwanted translate this page link
improve accuracy of language with plenty of text and using unicode
no spelling mistakes
Improve accuracy of country detection with ccTLD or hosting locally.

Matt Cutts
matt is curious about the demographics of seo, lots of people are older than 30, he’s also asking about democratic or republican.

what’s new
the united sitemapes ( a common format.

he’s recapping what’s happened in the last year.
Google calendar, gmail, google docs, google checkout

products highlght
webmaster central, maps, custom search engine, google reader, calendar gmail, hosted services/apps, picasaweb, notebook
the webmaster central, opens up a dialog, it shows 40 different type of errors, 404’s robots.txt
it shows you what you’re showing up for and what people are clickiing on.
pretty graphs were just introduced, how many pages a day we getting crawled. how many kilobytes googlebot is using, and how long the pages are taking to load

google earths and googlemaps
google earth added 16 historical maps

custom search engine
it can index over as many sites as you want, anything from sitessearch to a list of as many sites as you want. You can apply a boost to specific sites and use regular results. and you can let people add sites. Bookmarklets.

Google Reader
it has been totally been rewritten matt has a list of blackhat sites in his reader. a few people in this audience.

live everywhere by feb
deeper crawling and fresher indexing

supplimental resaults are determined by pagerank
if you get more links you will show up in the normal results. is still old pagerank for a while.
most of the new infrastructure will be transperant.

communication updates, googleguy showed up in WMW 5 years ago.
today 25 googlers, 5 people working on communication
webmaster trends analyst just hired to look to blogosphere for problems
blogs and forums
webmaster consule (robots.txt problems penalties)
webmaster forums
Matt says brian white is the best guy on spam in the world, he’s being sent to europe to crack down on european spam

he’s showing a graph of how google handles spam reports.
its in the google webmaster console, you can also report spam via this console
they recieve more weight from the webmaster central, its more trusted.

is there a webmaster credit history? Matt wouldn’t “put it that way”. Matt thinks it would be cool though.
Tim Mayer says is all about trust.

there is discussion at yahoo about implimenting a big daddy type cache server.

someone is asking about scraping.
there are some tests running on different ways to spot scraping.
do you get penalized by being linked to from a scraper, matt says no inlink can hurt you.
she’s saying that adsense is the reason for scraping.
a random slice of adsense content and its mostly good.

will custom search have adsense. if you’re not a nonprofit you can get a revshare on a custom search engine.
will YPN ever go to canada, or do you hate us? Tim can’t answer that question, he’s on the websearch side.

any plans to allow a linkfromdomain command?
tim thinks its cool feature, they don’t have a launch date to annouce, but its cool
google has a IP operator, allinanchor and allintitle don’t get a ton of use from normal users, they might offer this type of stuff from webmaster console.
He’s suggesting to show where the 404s came from in the consoles.

some really specific phrases some sites may be on the fringe of having enough links to be in the crawl.

someone asked what the dilly with searchmash and matt is showing it
its a place for fun experiementing, a playground.

Brett wants NOODP, noarchive and stuff in robots.txt

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Interactive Site Reviews and SERP Quality Control Forum
They’re looking to improve the URL structure of the site.
They have id= in their urls, someone on the panel says its not ideal, but its not a death sentance.
The site is a year old. They say this is a problem.
Matt Cutts says the content is duplicated by other sites that are using the same suppliers. Matt says to ask what’s your value-add.
Everyone is joking about Matt using his laptop with the secret tools.
The real problem is that the content is not unique. There are dozens and dozens of sites with the same content, they need to alter the data and make it unique. Rewriting the descriptions or adding review data. Very competative market and the backlinks are not anywhere where they need to be.
Its not pretty, been online since 1996, I think matt said “ooo” to that. They own all the content. Happy with google traffic, but blacklisted by yahoo. Tim asks what they did, and says you don’t get blacklisted for not doing anything. Some of the navigation could be treated as dupe, and they get ripped off (scraped) a lot. It sounds like yahoo hasn’t figured out how to determine where the content is originally. Tim says there is 300-something pages indexed in yahoo and she says they have 5000 on their site. All of the titles are showing up lowercase in siteexplorer, but on the site they’re all upper case. Someone asks about “different delivery” ie cloaking. Matt explains that the yahoo site explorer may be trying to make everything look clean by lower casing it. Everyone laughs. Matt suggests putting keywords in the URL. The sitemap is huge, Matt Cutts suggests splitting the sitemap topically or chronologically. Some of the pages don’t have titles. On some of the pages there is not a cached page. But on the normal version of the page there are no no-cache commands. Sometimes if you have a penalty yahoo won’t show a cache. Laughs about the Yahoo lowercase penalty.

Ezra Realty
The page is loading very slowly. He’s asking about ranking. Someone suggests tweaking the titles, putting the property name at the front of the title, plus some keywords. Phrases towards the front of the title can help you. There are no real calls to action. The navigation is hidden. There are huge dropdowns. They need more links. Even internally the link structure could be better, more keywords in links. Matt says he’s a little hung up on his backlinks. Runs the risk of being viewed as “brochure ware”. The backlinks are reciprocal links and keyword stuffed domains. Matt Cutts says that he is linking back to many of these other sites. Wikipedia is a good place to start for backlinks. MSN shows over 2000 outbound links. Somone says MSN doesn’t know much about the whole internet. Anchor text stuff is a clear indicator of spaming. You don’t nessecarily have to have your keyword in your anchor text.
They’re saying to put the target in the title tag. “san diego chiropractic”. And the exact phrase should be in the body copy. You don’t want long titles, each page should be an entry point that is focused on the topic of that page. Use each page to reinforce the key phrases, in titles and headlines and reinforced in body text. Matt suggests ditching the cartoon font, so that he can come across as more professional. They’re engaged in the reciprocal llinking stuff also. Matt says do you really need 186 links from When you’re working with the city names, there are a ton of old crusty sites that are all about your city, get those links. Matt suggests starting a blog and not to overlook the power of an article in a newspaper. Matt’s mom writes articles for the moorehead kentucky newspaper. Somebody is mentioning the one box results. And ripping the crappy local results. You should get to the 1, 2, 3 of google local. If you sign up for Google local, they’ll send you a postcard and you can then log in and change the local entry. Any business with a real local prescence should look for google local, and can all sorts of extra info. Tim mentions Yahoo too. And someone suggests spending time with your favorite blog search engine and find other chiropracters with blogs. They recommending the local area, chiropractics niches.
Doing ok in googl, having problems with yahoo. yahoo has indexed quite a few pages. Someone says yahoo hates the real estate world, its a dirty niche. The title is good. Noscript is legitimate, but it does get abused. Someone says to ditch the Javascript menus, but noscript is a flag. They’re just not ranking very well in yahoo. The site was started in 98 or 99. There are a lot of pages using similar templates, so they look very similar. Yahoo says there is no penalty, but the content is not very unique, more unique content may help.
Matt says “lets talk frankly” and asks how many sites he has the webmasters says “a handful”. Matt lists a bunch of other domains, and keeps listing more and more domains. Matt says he has 58+ different sites, so he should look for ways to make it not just templates. The days of find and replace are long gone. Once you’re in the supplimental, you’re toast. Someone suggests blogging. Matt says to be careful about cross linking.
All the direct links on the homepage are images, they should be a text link. There is also no alt attribute on the image links. The URL structure is pretty crazy, with sid stuff and duplicate content issues. It looks like keyword stuff in the URls. It would be better to have more compact URLs. The content is provided by the manufacturer and it needs to be made unique. Start at the top SKUs, the highest margins. Matt says the offpage stuff is good, but the onpage, the URLs are bad, clean up the keywords, and the session ids. Matt recommends reviews and support forum to add unique content.
The site has been around for 5 years, and is driven by a backend provider. He’s asking what he can do to improve the site. The same unique content issue is the same here, when taking it from a supplier you have to work hard to make it unique. Someone suggests blogging. There’s a 302 redirect on the home page. Canonical issues.

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Viral and WOMM Marketing Management


Louise starts: “she’s got a great view of something, not sure what” says Todd.
She’s short she says.
Going over the big picture, how we see the trend of the word of mouth marketing.
Characteristics of WOMM, who do you trust, what is WOM, whats WOMM, and whats the difference.
what is CGM, what’s the difference between online WOMM and viral marketing, how can you make Online WOMM work for you.
and how WOMM plays into the buying cycle.

The control of the message is being passed to the consumer, not the marketer.
ad skipping, ad and pop-up, email filtering, cookie deletion, tivo, this tech is helping the consumer filter out marketing messages
the tools are available to everyone very easily,

we trust our friends, we trust our social network more than marketers, we know marketers are biased.
she’s showing a forrester research graph about how much consumers trust recoumendations vs brand websites.

Word of Mouth is the way message travel around, offline and online.
honest recommendations, this is why people trust other people, there’s no money exchanging hands.
She’s referring to Malcolm Gladwell and the idea of influencers. WOM is driven by influencers.
organic WOM occurs naturally when people become advocates or evangalists (without you paying for it)

what can we do to accelerate WOM?

finding and empowering the influencers who are already successfully using products and services, offline WOM evolved years ago with cavemen. whats the big difference between online and offline?
online does not dissipate, UGM and content.
a blog lasts for ever but offline networking can only reach so many people.
online WOM is growing.

She’s showing a graph about what marketing tools executives are going to use executives are using email marketing the most, but WOM is next, followed by paid search, blogs.

CGM is a dialog created by people using forums and blogs and product review sites. CGM is relevant to your product or service, and how can you get them to talk about your serives (we’ll talk about that).
CGM can be influenced but not controled and does not dissipate. CGM can be monitored and measured.

The differences between WOMM and Viral.
Online WOMM is targetting influencers, good content, product or service.
friend to friend, community to community, blog to blogger.

viral tends to be created by outrageous messages, exceptional content value, very unique.

How do you make this work for you:
give influencers something to talk about, good product or service
target the right people, influecners have deep niche knowledge or are using your service, and they have a large social network.

Start by listening, monitor, react when you have and understanding of that they’re saying. CGM monitoring, listening services. CRM services. Technorati, blog search, etc, look who’s talking in your space. She mentioned buzzlogic and artificial intelligence, natural language processing. Don’t forget your customer service department.
She’s being hurried up
Choose the right channel, do some testing and improving, she’s showing a big graph, lots of lines explaining the buying cycle. and the role of WOMM in that.
WOMM is a form of marketing where consumers are in control, marketer can influence but control, you have to target, empower, and accelerate. and listen listen listen.
Todd says he really likes the point about listening.

Lawrence Coburn
He’s talking about widgets and asking how many people are using them, not many.
They really saw widgetts blow up with youtube and their use of their embedable player. There was a big spike when they announced their embedable player. widgets are a proven method for getting your site to go viral. This is a brand new space, its only been going on for a year. Users often don’t understand what widgets are. Its tough to compete against VC money for destination visitors.
organic back links should be optimized with widgets.
if you have a website you should have a widget strategy, for link dev if nothing else.
aggregators, myspace, typepage, etc.
edgefeeders, youtube, photobucket
platforms, widgetbox, snipperoo, google gadgets.
One click adds for music on myspace is huge.
you can’t put javascript in myspace and size is important, classic accessibility
can you mess with the colors, can you blend it, can you change the size
fully interactive sites embeded in other sites
you need to be able to grab the widget right from the widget, shows you the HTML so you can spread it

thisnext widget, distributed shopping service, shopcast.
the bitty browser, little embedable browser mobile version work nicely for this.
chipin, fundraising across sites, click to get the html code to plug it into your site
his favorite widget is from ilike plugs into itunes, sends and upload all your track info to your profile and it generates a widget, no effort required.
mashable just launched stats.
lots of virgin territory.
analytics is missing in the widget environment, so is monetization.
someone will build an ad network for widgets, google is afraid too.
driven my implicit data, no effort what data streams are you generating already
contextually aware widgets
fully interactive experiences in widgets.

Todd is talking about marketleap’s widget and their use of backlinks and rotating anchor text.

Aaron Wall
you may not want to start with your own site or product, start with other people’s interest. did a study about what mom’s would get paid.
find ideas from social networks, news and bookmarking, do keyword searches on similar ideas.
have a main channel, official company blog or give a popular channel the exclusive, like techcrunch.
create a common link point, book authors, voting. authors should make their own page to leverage the link equity.
build trust and attention before you need it
consider potential blowback ahead of time

be specific, be controversial, write story to spread, not keywords, great headlines at

me me me me me
make it easy to relate to someone and they’ll talk about it
lots of bloggers do link searches, digg homepage stories about digg
community involvement rand’s search engine ranking factors, ask for feedback, call out to specific people.

seeding ideas
ask for feedback
make friends (email and IM)
pitch bloggers
social news sites (build accounts)
annoucement timing
announcement location (demo targetting) indentification
buy sponsored posts (payperpost, blogsvertise, reviewme)
Aaron Wall owns part of reviewme

launching a static site
give pleasures, paris hilton gives links, and people will link back. (chartruese)
call in favors
spread out your ideas
interview partners
announce the launch
add linkbait later

Formatting Link Bait
make it easy to indentify
make it polarizing
make it look comprehensive
cite research and link out

I’m about to run out of battery power

make your stuff easy to link at
don’t over-monetize
authority centric search algorithms
rising tide lifts all boats

bubbling up
social news
meme trackers

Don’t compete with yourself
SEO for Firefox, many links, Google “SEO”
he’s begging for links like guy kawaski was.

Rand Fishkin
He’s disagreeing with the youtube popularity, he says it had more to do with the lazy sunday rap.
7 steps to link bait
Find link bait portals
digg (2000 links on average), slashdot, fark, delicious, reddit, boing boing, techmeme, techcrunch, netscape, lifehacker, stumbleupon, shoutwire.

understand link bait audience driven by specific passions, dominated by a few key users who decide your fate, often compelled by headlines, descriptions and content quality. ten ways why google is better than yahoo.

brainstorm effectivly don’t loose focus on target audience, force yourself to stay on-topic with your site, invite contributions, generate 10-20 ideas. generate a bunch of ideas.

build beautiful bait, the look ad feel is important, blogs, article forma, two goals, get on the portals and attact the links second, creating some room for controvery or discussion can inspire more links unique innovative things, graphics. you need stuff that’s going to get links, that has controvery, that all these bloggers will say this is very interesting, i need to link to that.

create a reputation: a strong profile at social media sites, top100 at dig, once a site has been featured several times its easier to get listed. leverage a top digg user.

submit with style: attentoin grabbgin head lines that focuses on users, diggers are like tabloid buyers. highlight interests of the specifc portals audience, self submission is fine, in fact do it quick.

don’t shoot yourself in the foot: don’t send many diggs from the same IP address, the same users digging the same material every time can be dangerous, if you’re in a small “tech” town, be wary of sending more than 10-20 diggs, keep your servers up (most diggers are in san fran) follow your bait with several guest posts/articles. (static format, watch the DB requests)

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Press and Public Relation Campaigns

Robin Liss
She runs a consumer review website. They do a lot of public releations outreach.
She going to talk about how to do an interview, she sees a lot of bad interviews. It requires quite a lot of skills.

Be Over Prepared
Get a sense of the topic the reporter wants to cover
figure out your take on the issue
put contact and name info for the reporter at the top
write out 3-5 key one line messages, integrate these with your company. (message points)
research data and facts which back up those points, properly source this data
add funny one liners that sound smart and clever which you can throw in (especially for TV)
annote the memo with boldings and highlitings so your eyes can smoothly jump to a part in the document
try to keep it to one page.
She’s using an example about an interview about apple, where she thought the media was too easy on apple.

esp for a television or in-person interview
write down a few prospective questions include hard questions
find some willing family member or staff member and practice responded
practice in front of a mirror if its for TV, they’re shots 2-3 minutes so watch too much info
a key skill is th ability to read off the memo by gracefully glancing down
learn how to fill space with “uhm” “ah” “you know” and “like”

develop a relationship with the reporter
this is easier for non-live segments
before you start talking on-message find a common subject you can connect with. Journalism ethiocs because is part of their company message and all reports can relate to
don’t spend too much time schmoozing
don’t be too-nice
for TV and radio, develop a relationship with the producer

give straight answers
if you’re well prepped you’ll have all the info
try to keep answers to 30 minutes
if you don’t know the answer, just say i’m unsure.
feel free and you should certainly correct yourself.

message, message, message
give straight answers, but get your message across
working on your message is an art
drop your message points subtly
like your messagge points, work in your URL subtly
one thing we do at is…
what we believe at is
like what we do at… is a great resource…
don’t drop the URL more than once ever other question

Be cautious
think what info you want publically available
are you comfortable having people know your business strategy
nothing is off the record, ever
don’t say something to a reporter that you wouldn’t say comfortable to your mother, your boss your wife and a judge
reporters are experts at getting people to divulge info
stick to the rules and don’t sway as smart as you are they’re good at doing that.

David McInnis
they have a direct-to-consumer PR, putting the public back in public relations
its placed in new search engines and uses RSS and social media tools.
two primary pillars,
SEO optimization and social media penetration
why direct to consumer
bypass the MSM filter which gives you more control over your message
increase online visibility, more traffic, content in context
keywords, landing pages and link strategies and write your release.
use tools and PRWeb SEO Wizard
distribution platform, a specially designed platform for SEO distribution.
everything PRweb does is for SEO.
URL Keywords is a new feature.
they just announce businesswire’s EON, and billboard magazine, most commercial newswires offer an SEO distribution and PR web is going to be adding new partners before the end of the year

Why Social Media?: ongoing opportunity.
a nascent part of the industry. attidtudes of people change more than algorithms
tap the new social networks,
blogs are the human powered search engines, provide access to an audience, encourages online discussion.
faster and more complete response than MSM, blogs are moire timely and allow you to track reaction to your press release, MSM cannot do this.
components of social media:
distribution platform
choose a platform that has tools that allow penetration into the social media networks.
post distro network monitor the bloggers that are covering the space.

he thinks the social media rules are crap
do not seed your own content
the blogosphere rewards transperancy
monitor and know the blogosphere
participate in the online dialog long before you need it
be respectful, use living room behavior.

safe bet: adhere to womma guidelines

Gettin started
find a source for a press release, create news, new hires, tipsheets, milestons.
short heads lines are best, and link to your news to current events if possible.
abstract is more important than the body of the release, do something more than regurgitate your first few paragraphs.
lead pargraph. news images, 400×400 or smaller.
body copy, inckude multiple quotes, use the quoteable feature, anchor text, 1 link per 100 words of copy
don’t forget who, what, when, where and why
300 to 800 words
so not forget to SEO attached files, filnames, text of PDF attachments, tag audio/video files file titles and descriptions

they just announced trackbacks and pingbacks.
rss your news release, use feedburner, press-feed, prweb (managed and included)

all releases are editorial scored1 to 3 don’t get wide distro, 4 and 5 do
they monitor trackback spam and they have a human editor.

Lee Oden

time is right
he’s talking to social media press releases.
half of all US internet users visited news sites. yahoo news is most popular.
increasing use of social media, blog search, news search, social news, social bookmarkts, podcasts, video: RSS ties this all together.
you’re able to leverage distribution channels.
online PR is effective for both press and public relations

push and pull PR
push is stuff like press releases, pitching, (editorial new calendars)
pull is marking it easy for the media and your intended audience to find and pull the news themselves. making sure you message is available
he’s showing a spectrum graph of push and pull
wire services and pitching journalists is on the push side.
on the pull side is news search and rss.
media coverage is in the middle.

push examples:
pr, pitching, social newotrks, advertorial
news search, organic search, social news and bookmark sites and blogs and RSS search engines

blogger relations
be relevant, personalize, make it easy, schwag is good, be persistant.
bloggers are limited on time, and are fickle. look at previous posts and personalize your pitch to them.
summarize what you want them to say and include a link to the full version
free logins and free stuff.
don’t be annoying but be persistant

social media release example
there is no one social media format, there are just elements.
a lot of the same charactersitcs as as traditional release.
a bulleted list of key points, logo, contact info, photo, podcast link (glimpse of an interview)
breaking out quotes. social media links, delicious, digg, technorati tags, and subscription links.
and a link to the traditional press release.
providing a journalist extra info, make it easy to research other sources.
use delicious to archive previous coverage, and tag it and link to it.
after the release has gone out, post it on company blog/media room
bookmark the release and bookmark the pickups
create alternate formats, like a word doc, and a pdf.

measure results
wire services will provide reports, analytics, and alerts, to track pickups.

optimize keywords and links. use social media to expand distribution and use RSS to track results.

Gregg Jarboe
74% of search marketers are now optimizing press releases, up from 34% in 2005.
Advanced tips:
the new york times is training reporters to optimize their news.
a media company hired SEO-pr to help them optimize their stories. their expectations were very high. The CSM called them on august 7th to help with a story being release on the 11th. They want to know the agency did something the CSM could have already done.
want coverage? get visual. say 90% of journalists they’re looking for visuals, add images. 41% of journalists say visuals could dictacte their content.
Post video to youtube, add multimedia, podcasts, video.
Release to canada and the UK
journalists want to be loved, prefer revice majority of information via email. only 4% of journalists will admit to using press release.
email it to them before you put it on the wire.
pitch anchors to CNN and human editors of yahoo news. yahoo news editors are lonley people, pitch them.
Matt Cutts says main benefit is not in pagerank of links in press release. the links from sources that pick up your story do count.
who gives lines? Blogs. pitch Huffington Post and boing boing. even the a-list can be pitched (ahead of time)
over 1700 news stores and over 390 blog posts were generated.
generated record traffic to the CSM site.
the top 2 sources of traffic were cnn and yahoo news. 10% of the traffic came from canda and the UK.
the huffington post generated 3.4 times more unique visitors to the CSM site than ABC news.
beging researching key blogs in your niche.
the traffic was sticky, they were reading an 11 part series, 5 pages to each part, plus a videoo, plus a podcast. traffic that clicks.
4081 new links from 763 additional blogs to rank #12. (it was ranked 96 previously) in a week.
original and unique content
pages designed for humans
hyperlinks intented to help people find interesting related content.

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Danny Sullivan Pubcon Keynote

9:01: Waiting to get started
Brett mentioned that there is a lot of new speakers this morning. He’s talking about the day Danny announced his retirement.
9:09: Danny starts
He says he’s a little tired cause he had to do a drug deal with Vanessa of Google.
He’s telling a story about taking his kids to soccer practice, he’s driving along, thinking about how to open the keynote and he missed the exit. His kids were late, they sacrificed for us. He’s asking when people started going to webmasterworld, and the role the site has in the industry:
Google Dance, the big google party. He’s talking about the vocabulary that webmasterworld gave the industry
Florida webmasterworld is the place for storm warnings.
Canaries, webmasterworld is a canary in the coal mine, two groups will know something is wrong if something breaks, librarians and siteowners, webmasters.
Unification the SE’s just announced a sitemap standard and alot of that has come off of webmaster forums.
Frank 🙂 a special word for brett, he’ll ban all the spiders, blogging in his robots.txt brett has a reputation, the frank sinatra of search.

Ten Years on…
Maybe this stuff has some legs. Maybe search will stick around, when he first started, who knows if it’ll all fall apart. At this point he thinks it will stick around.
Business week said this year that “lowly search ad” is slightly below classified ads and slighlight above flyers on telephone poles.
and anyone feel video hype is taking over?
How about some stats… They all go up, except yahoo (laughs)
people are spending on search, it is a fundamental marketing medium, an essential.
people are spending a lot more on search:
some due to contextual pollution, video print, adsense
some due to click prices rising due to better conversion tracking, competition, brand money flowing in
some due to increasing search volume up 55% from dec 2004 to 2005.

he’s showing a quote from time warner “we can start doing what google does — auctioning off spots”
WPP “we don’t want to miss this one”.
just because you bought it at an auction, doesn’t make it search
search marketing is what defines search, its a certain kind of marketing.

Media post on vanity fair “carter said that while he uses google, he can’t remember a single ad he’s ever seen on the seearch engine. the crowd, while it didn’t applaud this revelacion, rumbled approvinly as it mulled carter’s statement”
you don’t remember because you need to remember it. brand building is all about making think you need something search is the opposite.
time for a reminder of what search marketing is all about:
your job as an SEM is to put ads in front of people who are expressing a desire. he refers to john keynote from yesterday.
search is all about expressing desire, we as SEM’s understand how to get in front of these people.
SEO is all about influecing upaid listings, he thinks its all about Public relations of search.
search advertising is the act of doing this through paid search
SEM is the combination.

Reverse Broadcasting
search is a reverse broadcasting medium.
broadcast advertising is all about trying to build desire, most of whom aren’t interested, interrutptions, like TV ads
desire marketing
you’re listening to the people themselves broadcasting what they want to you, and they’re searching and saying what they want and you as a marketer tune into that, the audience is just as broad as broadcast, just more efficent, search has way higher return.
Yellow pages approach this.
you have to identify the key channels, the major SEs and niche players, mobile search, etc.
you’re sucessful because you have the skills to identify where the new channels are. you’re always looking for where referrals are comong from, we’re like location scouts. we should be very proud of the job we’re doing. we’re an army of marketers, but nobody;s ever seen anything like this before.
search is not an auction.
nor that it is PPC
its not print ads in an auction
or a radio marketing company
nor are contextual ads.
he shows a google search box, he expresses his desire and his desire is fufilled.

contextual pollution, when you lump other things into search it makes it hard to see what’s going on
if stuff starts slowing down it will be hard to tell if its search
search grew up at the depths of the internet downturn, search won’t be the one to go under
it will be the players who widened out.

vertical search, part of 3rd gen jump
1st was works on page, humans, on-page
2nd generation link analysis (turned out to be a miserable failure, laughs)
3rd vertical and personalized
links not abandoned trusted ones used more but also supplemented with other data.

what vertical search is and is not
he shows a spectrum of search and desire info, news, health, shopping, music, video, cars
vertical search focuses on one specific vertical, Danny likes specific search as a name better.
narrow focus/index/database means less off-topic junk
you can sort in different wars, use different display metaphors.
personal/social search
reshaping results based on what you visit or your friends visit or what people in aggregate visit.
definetly helps to solve the spam problem (he says we’ll rigg everything) by greatly multiplying “fronts” in the arms race.
everyone sees custom results.
he shows the google personalized search feature. it learns the sites you go to. he thinks google should pay more attention to this, butt they’re working with youtube.
he was searching for “children’s wagons” lots of bad results.
he talked more about getting decongestant for vanessa, where the top result for a search on the dosages waas for elephants.
now he’s using myweb2.0 as an example.
advice for surviving 3rd gen:
watch the verticals
have great content
especially great titles and descriptions.
he’s talking about his post about bad titles on the google blog

the main thing that we’re going to struggle with as SEMs google starts to go towards search, they want to pull us along with them, like google radio ads.
“are you a performance marketer or a search marketer” any marketing that you do is tied to its metrics. metrics marketing maybe a better term.
all marketing medicums will continue to shift towards accountability through solid metrics.
don’t be afraid of that.
search is a fundamental advertising medium like tv, radio, print and outdoors.
a defining media behavoir said BWeek

“when i search for recipes i don’t get martha stewart” from the apprentace.
now he’s talking about the pontiac ads, that told you to go google “pontiac”
remax has a partnership with google earth
maxim thogh it would be cool to put eva longria on google maps.

search will be part of overall campaigns
campaigns outght to be ever more and seek to drive searches
search will pull money from other mediums andoforce those to be more accountable.
More complications
more automation, non-search products will continue to be tossed at advertisers automation will remain important
remember complication is also nice job security.
He says by next year google’s ad system will be something completly different.

more vertical, more personal
more balance for paid & organic
more lawsuits
he’s showing an article about the AOL search data and the old women they found.
we tell se’s things we wouldn’t tell our closest friends, still nothing has really changed, talk of control and export of our data all this week but months now and still no control panels he says there should be a way to delete all past search data
copywrite channeles, the crazyness in belgium. they were taken totally out of google.
australia is considering a new law that could make crawling harder.
he jokes that google has a wired connected to all speakers that makes them say google.
he really likes the idea that SEs ar not having to go through and ask for permission to spider pages, its opt out.
in places where you can’t automatically request permission, maybe it needs to stop
book search, they’re not providing cached pages of books
cached pages, you can opt out.

new company purchases SEW and conferences and they didn’t reach agreement, he’s phasing himself out and will be doing some stuff on his own. He’ll keep doing on dec 11th. SEW he’ll be leaving on nov 30th.

someone is asking about contextual pollution. danny can’t track contexual advertising. trying to get on sites that come up top for target phrases if you can’t get in the organic results.

wants to hear more about some watershed privacy lawsuit, what’s going to happen if google accidentally drops everyone’s spreadsheets in the gov’s hands. danny thinks the AOl lawsuit was the watershed. he sees laws that will be enacted whewn politicos think that you can get their search results, he suggess filing an FOIA to get a senator’s search data and then you’ll see a law protecting that privacy.

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