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..