Welcome to the SEO/SEM Tools session at PubCon Las Vegas!

Many online marketers have excel­lent skills in a couple of differ­ent areas, but the rest of the avail­able tactics are under­uti­lized. In this session, experts will discuss the most up-to-date tools in search engine market­ing. Come learn all about search engine opti­miza­tion, pay-per-click and more, so you can add more bang for your market­ing buck.
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Aaron Kronis, SEO Evan­ge­list , Wpro­mote Inc.
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David Snyder, SVP of Product Devel­op­ment, Blue­Glass

Jon Henshaw, Product Manager, Raven Inter­net Market­ing Tools

  • Rand Fishkin was supposed to be part of this session but is unable to attend.

Up first David Snyder
1. Define Needs
— Research
— Manage­ment
— Report­ing

2. Iden­tify APIs for those Needs

Research
Manage­ment
— Google Webmas­ter Tools
— Copy­press
— Odesk
Dave likes Centraldesk­top much better than base­camp

Report­ing
— raven
GA
— Twitter
— Whatthetrend.com

Inter­act with data
Hire devel­oper that knows
— xml
-json
-soap

  • Have them read docu­men­ta­tion on your APIs and give you options for data.

  • Select how you will use data and have them begin build­ing the calls and crawl for getting this infor­ma­tion into your tool.

  • Hire a UI designer that knows HTML/CSS to develop a usable front end design

TEST & REFINE
— why is your tool better (flaw in most SEO tools)

  • what unique value will it add to your orga­ni­za­tion

  • how can the value be increased

  • Where to find social metrics
    back­type

  • How to find back­links
    touch­graph

  • Where to find expert q&a
    Quora.com

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Modern Coding
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— Code that makes sense and solves prob­lems will be stan­dard­ized
— Orig­i­nal HTML was seman­tic but was vastly ignored by web designer
— Enter micro­for­mats

Micro­for­mats
— Designed for Humans and Machines
— Struc­tured Data
People, Orga­ni­za­tions, Calen­dars, Events, Opin­ions, Ratings, Reviews, Licenses

For example hCard Creator at microformats.org

HTML5
— Content Focused
— New Seman­tic Block Elements
header, section, article, aside, nav, footer

  • Similar to AdSense Section Target­ing

Page­Speed tools:
— Yslow
— Page­Speed

Keywords
— search volume

Survey your target
— find out what actual customers look for
— task oriented user testing

Content
— What do people want to read?
— Current trends, like those found at Google Insights can be helpful

Content analy­sis
— TagCrowd
— Seman­tic Proxy engine
— Open Calis Viewer

Opin­ions expressed in live blog posts are those of the presen­ter and not neces­sar­ily Brian Ussery or Search Discovery Inc..