PubCon Las Vegas 2012: Day 1 Coverage

pubconHi there! We’re wrapping up the first day of PubCon Las Vegas 2012 and it was packed with so much SEO goodness that our brains hurt! If you’re attending and didn’t have a chance to make a certain session or didn’t attend at all, but want a visual summary of the good parts, check out our coverage below.

We’ll be dropping PubCon coverage at the end of each day into a post with the help of Michael Dorausch, @chiropractic who is snapping gorgeous shots along with our team to bring you the real inside scoop.

PubCon Last Vegas 2012, Tuesday, October 16th

  • Day 1 of PubCon begins at the Las Vegas Convertion Center Day 1 of PubCon begins at the Las Vegas Convertion Center Photo Credit to Michael Dorausch
  • Attendees and speakers at registration Attendees and speakers at registration Photo Credit to Michael Dorausch
  • Amanda Randall, greeting the early attendees Amanda Randall, greeting the early attendees Photo Credit to Michael Dorausch
  • Hey! We know that name... Hey! We know that name... Photo Credit to Michael Dorausch
  • Kickoff Keynote with New York Times best seller, <a href="http://www.influenceatwork.com/">Robert Cialdini</a> Kickoff Keynote with New York Times best seller, Robert Cialdini Photo Credit to Michael Dorausch
  • The Local Search Rankings Panel starts of with a head count of small business owners in the audience, and the assurance that they will get something great from this session.
  • Kritopher Jones, Founder & CEO, <a href="http://referlocal.com/">Referlocal.com:</a> Kritopher Jones, Founder & CEO, Referlocal.com: In order to make local search work for you, you need to think differently- it's not enough to just have a page, verify it. Start with the low hanging fruit, then work up to other social media platforms, and direct customer engagement. Focus on quality, quantity and velocity.
  • Michael Dorausch, president and founder, <a href="http://www.planetc1.com/">Planet Chiropractic</a> Michael Dorausch, president and founder, Planet Chiropractic Put your customers in categories to find ways to reach out to one group at a time, approach your gmail account customers for a google review, approach your foursquare using customers in a different way. Local is about repittion and reward.
  • Kenny Hyder, Founder, <a href="http://hyder.me/">Hyder Media</a> Kenny Hyder, Founder, Hyder Media Lots of big nationawide brands don't get local. Specifically, they don't get the importance of site and URL architecture. Your URLs need to help your customers. Good URL structure: site.com/locations/state/city.php Bad: state.site.com/city.php Site.com/citystate.php
  • Stephan Spencer, Co-Author, <a href="http://www.stephanspencer.com/">The Art of SEO</a> Stephan Spencer, Co-Author, The Art of SEO Stephan Spencer talks about hot SEO topics and in-depth mobile optimization including responsive design, user-agent detection and speed optimization tools.
  • Jessica L Bowman, President & Founder, <a href="http://www.seoinhouse.com/">SEOinhouse.com</a> Jessica L Bowman, President & Founder, SEOinhouse.com Jessica Bowman outlines how link building has changed, needs to be thought of as a a process and how best in class link building is bigger than most SEO departments can handle.
  • The Reputation Management panel is going to get everyone up to speed on how to prevent a reputation disaster, or how to deal with one you already have on your hands.
  • Rhea Drysdale, CEO, <a href="http://outspokenmedia.com/">Outspoken Media</a> Rhea Drysdale, CEO, Outspoken Media Get change from an enterprise level company by showing them data and what you want to change. Find quick wins to get something done, then move forward with long term stuff.
  • Krista Neher, CEO, <a href="http://bootcampdigital.com/">Bootcamp Digital</a> Krista Neher, CEO, Bootcamp Digital 6 tips for ORM: 1.Humanize your brands 2. Listen and try to understand what the issue is 3. Tank people for caring 4. Be transparent and explain 5. Build a community of supporters 6. Walk away
  • Melyssa St.Michael, Vice President Search & Emerging Media, <a href="http://rockfishinteractive.com/">Rock Fish</a> Melyssa St.Michael, Vice President Search & Emerging Media, Rock Fish Domain Defense, Reputation Defense, and Content Defense are the three prongs of basis for your reputation management strategy. It is not just a small issue, it is the basis for a business plan.
  • Arienne Holland, Communications Director, <a href="http://raventools.com/">Raven Internet Marketing Tools</a> Arienne Holland, Communications Director, Raven Internet Marketing Tools Have a plan in the case of a Social Media Crime of Passion. Watch your tone and don't overeact and turn your brand advocates against you. Raven.im/socialmediacrimes for more

Morning Day 1 Takeaways

Local Search Rankings:

Making local search rankings work for you is all about the details, think small, then big. Start with verifying your information, phone number, address, and making sure that the information your customers want is up there. Then build up to making your business easily promoted by your clientele  through check-ins, reviews, and promotions.  Study your customers and find ways to creatively interact with them online. Make it fun and easy for them.

SEO: Hot Topics and Trends:

Competitive link mining and link development processes were the key themes throughout the SEO Hot Topics session. Utilizing tools to manage information and significantly refining backlink data to remove the clutter and assess quality ratings, are key to establishing a baseline to build upon. Link building has clearly changed, and while everything that used to work no longer does, it now needs to touch multiple departments including PR, legal, marketing and sales.

Reputation Management: Monitoring Your Brand Online:

Haters aren’t always going to just hate, sometimes they have a real complaint, with legitimate reasons behind it. Your reputation management strategy needs to keep the real person behind the complaint in mind.

  • <a href="http://www.mattcutts.com/blog/">Matt Cutts</a>, Head of Google's Webspam team Photo Credit Michael Dorausch Matt Cutts, Head of Google's Webspam team
  • Google announces the release of a <a href="http://www.youtube.com/watch?v=393nmCYFRtA&feature=youtu.be">Disavow Tool</a> Photo Credit Michael Dorausch Google announces the release of a Disavow Tool
  • Jessica L Bowman, Jeff Porter, and Laura Lippay Jessica L Bowman, Jeff Porter, and Laura Lippay The In-House panel getting ready to give the audience some tips on navigating the difficult world of In-House by finding allies in your team, and making SEO a priority.
  • Laura Lippay, Marketing Consultant, <a href="http://howsyourpony.com/">howsyourponey.com</a> Laura Lippay, Marketing Consultant, howsyourponey.com "Avoid being seen as an SEO snake oil salesman by providing results driven data, when you set the expectations, you won't be held accountable for unreasonable expectations."
  • Jessica L Bowman,  President & Founder, <a href="http://www.seoinhouse.com/">SEOinhouse.com</a> Jessica L Bowman, President & Founder, SEOinhouse.com As in In-House you need to learn soft skills like how to win over each role in the company and integrate SEO standards in to department standards, how to contribute to project documentation to promote education, and get ruthless about time management.
  • Ulli Muenker, Search Marketing Manager, <a href="http://www.bloomberg.com/">Bloomberg</a> Ulli Muenker, Search Marketing Manager, Bloomberg "In-house can be hard. You need to come up with traffic projections for your product managers and executives, that way you give them something tangible to measure their expectations by."

  • Landing Page Optimization had a PACKED house! Landing Page Optimization had a PACKED house! This session needs a bigger room for the next PubCon, because in-house/agency, PPC/SEO/developers and more all crowded in to hear Janet and Tim share their tips.
  • Tim Ash, CEO <a href="http://sitetuners.com/">Sitetuners.com</a> Tim Ash, CEO Sitetuners.com Use attractive design, but keep the user in mind.  You need a call to action, but a call to action that makes sense and is transparent, without marketer greed all over it.
  • Janet Driscoll Miller, President & CEO at <a href="http://www.search-mojo.com/">Search Mojo</a> Janet Driscoll Miller, President & CEO at Search Mojo Janet reiterates the need to not get greedy with your landing pages and urges marketers to use social media to drive advanced segmentation and persona development for more successful campaigns.
  • It's a tough balance between sales and marketing. It's a tough balance between sales and marketing. Marketing departments want to get a conversion, while sales wants data to drive future sales. You have to balance your forms by prioritizing the data you collect and reducing user frustration. Through automation tools you can cookie the user and present a different form for future actions that will allow you to build up a complete data set for that particular user.
  • Dana Lookadoo, Found of <a href="http://yoyoseo.com/">YoYoSEO</a> caught Tim Ash's ball for audience participation Dana Lookadoo, Found of YoYoSEO caught Tim Ash's ball for audience participation Dana had some great takeaways from Tim Ash, "Don't have Greedy Marketing Syndrome by asking for too much information in your forms." As well as, Janet Driscoll Miller, "Use social integration to set cookies. You'll learn about a visitor's interests based off Facebook or LinkedIn. Then personalize landing pages for these visitors."

  • Gib Olander, GM Local, <a href="http://www.viewpoints.com/">Viewpoints</a> Gib Olander, GM Local, Viewpoints Enterprise Level Local is like herding cats! And, local has two main considerations: recovery search and discovery search. Use GetListed's coverage and citations helper to direct your local search recovery efforts.
  • Conrad Saam, Director of Marketing, <a href="http://www.urbanspoon.com/">Urbanspoon</a> Conrad Saam, Director of Marketing, Urbanspoon "What is local? You have to figure out what you are tracking, find your data, gather variables, and figure out which variables you want to impact, and how."
  • Brian MacDonald, Director of Search Marketing, <a href="http://barefootproximity.com/">Barefoot Proximity</a> Brian MacDonald, Director of Search Marketing, Barefoot Proximity Enterprise local is about safeguarding against future changes.  Focus on tactics that will stand the test of time and provide the largest reach.

Afternoon Day 1 Takeaways

Matt Cutts: Google:

Google’s new Disavow tool is on the way, but with great power, comes great responsibility. Get all of the details over at Search Engine Land.

In-House SEO Strategies:

In-House SEO can be hard, but by finding a way to integrate with the team and offer up recommendations and information in ways that make sense to your department you’ll be more successful. Make alliances, and present clear information in ROI terms that will motivate all departments.

The Best Tactics in Landing Page Optimization:

A bold, moving, call to action surrounded by 8 pp text may seem like a good idea, because it allows you to fit in everything that you wanted to get on the page, but think about it from your user’s perspective. You want to keep her on your page, and to do that you need to win both her trust and her interest.

Enterprise Level Local Search:

Enterprise level local search in 2012 is about focusing on the details of building up a local presence through consistency, while tracking the data to back up what is most important to your business.

For more PubCon 2012 coverage check out:

PubCon 2012 Las Vegas Coverage: Day Two, Morning
PubCon 2012 Las Vegas Coverage: Day Two, Afternoon
PubCon 2012 Las Vegas Coverage: Day Three, Morning
PubCon 2012 Las Vegas Coverage: Day Three, Afternoon

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About the Author

Pearl Higgins

Pearl Higgins is a Communications Specialist at Outspoken Media. She likes tea, toast, and books about how things can go wrong.

Get social with Pearl at Twitter

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