SEO Copywriting Case Studies

An overused and amorphous term, “Web 2.0″ nonetheless encompasses an evolutionary shift from the typical web user experience of a decade ago. Some aspects of the “new” web environment are great for improving your search traffic. Other developments may lead you to make serious SEO errors. Among other things, Web 2.0 is about new user interface designs that speed up user actions with techniques such as AJAX (Asynchronous Javascript and XML), which allow users to perform operations nimbly without loading a new HTML page. This session will cover AJAX, CSS, user-generated content, and other new trends in web design and user experiences that may require a re-think of your SEO strategy.

Speaker:
Chris “Silver” Smith, Lead Strategist, Netconcepts

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One of this year’s panelists promises that search marketers have the potential to “own” the social media marketing space because of search’s inherent bias towards ROI measurement. Panelists will focus on defining different measures of success, and exploring case studies of social media campaigns that worked to help clients get rich, famous, and better-looking.

Speakers:
Cam Balzer, Director of Search Strategy, Performics Inc.
Stephan Spencer, Founder and President, Netconcepts, LLC
Marshall Clark, Director of Search, Organic
Liana Evans, Director of Internet Marketing, KeyRelevance
Marty Weintraub, President, aimClear

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Forget the debate over buying links. How about buying entire web sites to gain success in search. This session looks at how to find the gems out there, criteria to consider, ways to negotiate and how to best leverage your new purchase. Tips, tricks, success stories, and painful lessons learned will be shared.

Moderator:
Stephan Spencer, President, Netconcepts

Speakers:
Gab Goldenberg, Owner, SEO ROI
Todd Malicoat, Internet Marketing Consultant, Stuntdubl
Jeremy Schoemaker, CEO, Shoemoney Media Group
Jeremy Wright, CEO, B5 Media

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Search spiders and bots are pretty stupid when the come to your web site. If you don’t guide them, they’ll generate duplicate content issues, miss important pages in favor of junk, not realize where existing content has moved to and have other problems. This session looks at some advanced techniques in herding bots when “good cloaking” make sense.

Moderator:
Rand Fishkin, Co-Founder and CEO, SEOmoz

Speakers:
Adam Audette, Founder, AudetteMedia
Hamlet Batista, President, Nemedia S.A.
Nathan Buggia, Lead PM, Live Search Webmaster Center, Microsoft
Michael Gray, President, Atlas Web Service
Stephan Spencer, Founder and President, Netconcepts

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Do you know what the difference is between SEO and online marketing? Confused about the terminology? In this article featured on Practical eCommerce, Jeff Muendel discusses how SEO is a specialty within the online marketing field.

By definition, SEO refers to the process of optimizing a website with the goal of having major search engines (primarily Google, Yahoo! and MSN Live Search) return pages from that website in highly-ranked search engine results. SEO is almost always employed as a form of marketing, but it is a very specific form of marketing that takes place within the search engines.

Lately, some industry blogs have suggested that SEO has grown beyond its primary parameters, suggesting that successful SEO includes expanding into other realms of marketing. I don’t think that makes any sense. By definition, SEO - search engine optimization - does not include any form of marketing that goes outside of search engines. The use of the term SEO in such a way is disingenuous and confuses many webmasters and owners of ecommerce sites.

For more about this controversial topic, visit the full article on Practical eCommerce here.

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Are you interested in doing some content optimization for your website? Do you know the difference between keyword suggestion tools and keyword analytics tools? In this article, written by Director of Natural Search Consulting PJ Fusco, learn about how keyword suggestion tools can really help boost the quality of your content optimization. PJ defines Keyword analytics tools as:

Keyword suggestion tools help you understand what words are used in search queries and what phrases are associated with those words. Keyword analytical tools provide some measure of keyword suggestion functionality, as well as the ability to understand the competition levels for specific search terms. More importantly, keyword analytics tools help you determine the relative size of the search referral market associated with specific keywords and phrases.

Read more about keyword analytics tools and how effective they might be for your site in this article at ClickZ here.

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Ok, perhaps I’m being a bit provocative here, but sometimes it’s the off-topic, off-message, or off-brand content that earns you the most valuable links—links that you wouldn’t have otherwise gotten. Those links can really pay the bills, in terms of the extra search traffic and resulting sales. The brand police within your company may pitch a fit, but heck, it’ll be worth it! Here’s how it’s done:

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A team of long time e-commerce experts will provide live reviews and makeovers for sites from the audience members. Retailers in the audience will be asked to bring search marketing, user experience, e-commerce strategy and other design questions to this session where experts will view the sites in question and provide answers to fix what ails their web sites. Audience members who volunteer their sites for critique will receive a $25 Starbucks gift card.

Panelists:
Lauren Freedman, President, the e-tailing group
Stephan Spencer, President, Netconcepts
Amy Africa, President, Eight by Eight

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The right links are fuel for a retail web site’s search engine rankings. But building the right links is among the most difficult, misunderstood and poorly executed aspects of search engine optimization. There are two kinds of links that retailers should focus on to improve such rankings. Links from an e-retailer’s product page to other relevant product pages within the site—with relevant, as judged by the search engine spider, being the keyword—is one type. But a retailer can’t just put a bunch of links on a site to achieve a higher rank without taking into account whether the links achieve business goals. Such links must make merchandising and business sense, otherwise they will interfere with the shopper’s experience and possibly have a deleterious effect on a retail site. The second kind of link is links coming into a site from external sources, which retailers have a lot less control over. A link from a hunting magazine to an outdoor retail site is a link from an authoritative external site and those kinds of links can boost a retailer’s search rankings. But they are much harder to achieve because they require persuading the outside site to link to the retailer’s site, a mostly manual process. This session will examine criteria for evaluating a link’s value, creative link building strategies, link building dos and don’ts, and how to leverage affiliates and social media content. It will tell attendees how seemingly innocent practices can undermine a search engine optimization program and how best practices in search marketing are likely to change in the near future.

Workshop Presenters:
P.J. Fusco, Senior Consultant, NetConcepts
Mark Kaufman, Associate Vice President, CNet Findability, CNet

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