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..