PubCon 2012 Las Vegas Coverage: Day Two, Afternoonby Pearl Higgins on 10/17/2012 • 3 Comments | Internet Marketing Conferences
Hello again. This morning we had some great sessions on content and sustainable-SEO that we hope you caught up on. After a quick trip around the exhibition hall, this afternoon we’re on to Bing, E-Commerce, and Post Mortems. If you’re attending, and were in a different session, or if you couldn’t make it to Vegas at all, we’ve got you covered.
PubCon Las Vegas 2012, Wednesday, October 17th
- Duane Forrester, Sr. Product Manager, Bing Webmaster Tools Duane is going to take the audience through what's new with Bing's social search,webmaster tools, and more.
- Duane Forrester discussed social integration in search As social becomes integrated within search results, the signals those placements send to users- and, by extension, the signals of user's interactions with those placements- will impact click results, and potentially, rankings.
- Don't think of it as a search, think of it as a session. 1 in 4 searches delivers successful results 422% of sessions require refinements 44% of sessions are lasting a day or more
- Remember that search sessions include reviews Your customers are going social, so your customer service is going to have to go social too, otherwise search is going to pick up on it before you do.
- Michael Gray, President, Atlas Web Service Search engines prefer that you give up as much information as possible on any link buying and selling activity. Once you've decided if the site is worth saving, you need to listen, don't debate. Do everything you can before filing a re-inclusion. The re-inclusion is the last step.
- Michael Marshall, CEO, Internet Marketing Analyists What is Panda? It is a cross between an algorithm and a penalty. It's somewhat of a hybrid since Matt Cutts says it is 100% algorithmic, BUT it does not run everyday. This affects how you diagnose, test, and plan or implement recovery from panda.
- Question: Our client sells a product, has shallow keyword stuffed content on 50,000 pages, there site has tanked, what can be done? Get stuff deleted, but find a way to add good content in there. You need to outdo the bad with more good.
- Question: I manage a payday loan Site- we have had an automated link attack on our site, what can we do? In the case of negative SEO, the new Disavow tool may be for you, but take it slow. You don't want to jump right in, you need to do a little bit every week.
- Aaron Shear, MD/CEO, Boost Internet Marketing Aaron Shear explains the importance of scaling your e-commerce SEO process with template optimization, pagination, and page speed performance.
- Phil Leahy, MD, internetconference.com Phil Leahy talks about the challenges faced by online retailers, building relations, having conversation with smart people and adding value post sale.
- Moderator Pat Strader introduces the panelists for SEO for E-Commerce E-Commerce is a beast, but Gregg Banse and Ethan Giffin are here with actionable suggestions for the audience. Greg Banse suggests that there are no rules- only guidelines. He urges the audience to develop something that works for you, that is easy to understand, easy to use, and measurable.
- Gregg Banse, President, 7th Pixel Gregg urges that yes, you are looking to attract someone to your page, but if you are an ecommerce platform, you want them to land on a buying page. You want to make a sale. Home page has little SEO value- it will take care of itself- make a good impression on your buyer, and provide spider food (deep links).
- Ethan Giffin, Owner/Founder, Man of Action Metrics Ethan admits that E-Commerce is scary, especially with social integration becoming so strong. He suggested incorporating Social to share, but beware of the "dog's breakfast," don't put every platform up there, think about how you are going to get people to engage with it.
- Ethan Giffin Make sure that you are using canonical tags on filtered navigation, otherwise you are creating a spider trap.
Day Two Afternoon Takeaways
What’s Up at Bing?:
If you haven’t been using Bing lately, you should really start. Duane highlighted some of the intuitive tools available to webmasters, including a comprehensive SEO analyzer. Bing is also introducing social search integration that is both intuitive and user experience based.
E-Commerce Marketing Strategies:
Phil Leahy and Aaron Shear discuss and demonstrate the latest tools and strategies for e-commerce sites including automated product videos, incentive based social sharing applications, and why you need to be analyzing log files. Key insights during this session included how template and video optimization, rich snippets, and page speed performance all contribute to increased performance for your E-Commerce site.
Post Mortem: Banned Site Forensics
Banned Site Forensics was all about honesty, because if you are looking to file a reconsideration request, honesty needs to be an integral part of your application. Beyond honesty, the forensic experts urged the audience to build up quality content, and learn from previous mistakes.
SEO for E-Commerce:
Spider loops, rogue web-apps, money pages and filtered navigation were all the rage during the SEO for E-Commerce presentations given by Gregg Banse and Ethan Giffin. Top takeaways during this session included how to optimize product landing pages to maximize conversions, how to offset clutter vs. quality content, and why e-comm strategies should be easy to use, easy to understand and easy to measure.
See you tomorrow for more exciting SEO goodness.
For more PubCon 2012 Coverage check out:
PubCon Las Vegas 2012: Day 1 Coverage
PubCon 2012 Las Vegas Coverage: Day Two, Morning
Pubcon 2012 Las Vegas Coverage: Day Three, Morning
PubCon 2012 Las Vegas Coverage: Day Three, Afternoon
About the Author
Pearl Higgins is a Communications Specialist at Outspoken Media. She likes tea, toast, and books about how things can go wrong.