Presenters: 

Bobby Mercader - Moderator, Ignite Social Media

Paul Gazda - Sr. Digital Marketing Strategist, SEO at Organic

Eric Wortman - Paid Search Analyst, Pure Visibility

Bill Rice - CEO, Kaleidico

Josie Castro - Search Engine Analyst at Doner

Location: Doner - Southfield, MI

Topic: SEO/SEM What's Trending & Best Practices

Presentation Overview:

• Mobile is bringing search to the next level (developers do landing pages)

• Panda updates (social signals, Google+ impact on business search)

• How social affects search: fresh relative content is still king

• The Facebook “like” button helps search results

• Social graph & content strategy: including author detail (even Google+ profile)

• The cluttered search result in Google: being SERP 1. Agencies’ perspective: shy away from #1 (aim for #2 or #3 depending on business & products needs)

• Personal search (focusing on SSL search): balance between Google algorithm & personal preference (depending on client needs)

• Difference between search in B2B and B2C: Contents (white papers in B2B, price in B2C) , keywords, ad copy (B2B – no buzz words sense, more towards traditional marketing sense), users/viewers (buying cycle matching longtail keywords capturing different corp hierarchy and information consumers– B2B)

• Tools: Google Adwords Keywords Tool, Webtrends, Ravin, SEOmoz, SEOquake http://www.seoquake.com/ (plugin), Double Click Search Tool, iis manager: http://www.iis.net/download/seotoolkit

• Measurement of success & benchmark - conversion based on client needs

• Typical day of the SEO/SEM professional work: Blog reading (20 minutes/day), deliver projects internally, (depending on clientele), measuring leads & developing campaign ideas, identifying trends, make sure website(s) and content are search friendly

• Latest trends: Google blogs, Google SEO book, search roundtable, SEOmofo http://www.seomofo.com/, blue hat, GrayWolf http://www.wolf-howl.com/

• Mobile impact: local search (mobile search overlapping desktop search)

• Final tips for SEO & SEM: Usability, website structures, less SEO talks & more relationship (reviews)

• Ecommerce optimization: SEM: Dynamic adwords & usability for ecommerce sites; SEO: unique copy of content & long-tailed keywords, build review