Mediaboss Marketing

Hey Search Engine Land readers you get search.You know how important it is. Thats why youre here. Thats why many of you also come out to our SMX conferences that we organize, to keep up with search. But we alsoknow you deal with folks who dont live, breathe or love search the way you do. Were here to help with that.

Our SMX East conference comes to New York City at the end of this month, September 30 to October 2. Weve got a great agenda with over 50 sessions of interest to any search marketer, topics that cover broad strategies to consider along with our usual tactical sessions stuffed with takeaways.

Any search marketer will find SMX East a must-attend show, with sessions that cater to those who are SEO-focused, SEM/paid search-focused, beginner or advanced. But because were in New York City, we have some special sessions and a special pass designed for those who are newcomers to search marketing or who work with search marketers, even if they arent search marketers themselves.

You know: the ad agency types. The folks who sometimes still might overlook the importance of search marketing or, if its remembered, its an after-thought.

Not all agency folks are this way. There are plenty of super-savvy ad agency folks and ad agencies themselves that get search. In fact, we have some of them taking part in our Ad Agency & CMO Track at SMX East. This runs on the second day of the show, and includes these sessions:

Ad Agencies & SEM

In a PowerPoint-free panel discussion, SEMs at traditional and digital agencies will talk about the managing paid search for large brands. Well discuss the challenges and opportunities unique to running SEM in an ad agency, including client and inter-agency communication, training and recruitment, winning support for and managing paid search campaigns in an integrated fashion, running performance and brand campaigns and more. Lessons learned will help others within agencies, as well as brands who deal with agencies or dedicated SEM firms that interact with brands and other agencies.

Ad Agencies & SEO

How do you approach SEO within a traditional ad agency? This panel of agency-based SEOs will address topics such as winning support for SEO within the agency and with clients, getting search engine optimization better integrated into an overall marketing campaign, the challenges of implementation and more. Lessons learned will help others within agencies, as well as brands who deal with agencies or dedicated SEO firms that interact with brands or ad agencies.

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Why (& How) Your Non-Search Marketing Colleagues Should Attend SMX East

If there is one thing I can most often guarantee, its that when I surf the search sphere for daily news I find articles about developing great content, how to be successful at promoting content, etc. It seems that many are hard-pressed to find that what angles and tactics will help them create that amazing, resourceful piece. However, with this topic heating up over the past few years, there is one thing forward-thinking Web teams are forgetting. What should we be doing to optimize our current content on our site that we own? The main issue I find is that sites have a wealth of content on their site but are too stingy with lead generation in mind to give way to search engine optimization benefit.

If we could bucket online marketing collateral into three groups, we would look at the three topics of Owned, Earned, and Paid. While Paid is of course the exposure we have to shell out dollars to receive, Earned media is what our brand, more specifically Owned and Paid, have built for us via user-generated content, social engagement, etc. I feel that Owned has taken a back seat to Earned as many yearn for social buzz bliss these days. Stepping back to look at all three media sections and how they may work together more efficiently, Owned is the foundation of all three and can be the catalyst for more Earned media as well as fodder for your Paid media effort. So, yes, "Owned" is a pillar we must not ignore and a great reason to rethink what we are doing with content that we own.

As a visibility obsessed SEO by trade, when first engaging an organic campaign, I find all content owned by an organization that is not visible to search engines and then ask why? The common response for gated content is, "But, we want to use our content to generate leads." Generating leads may be the main objective for a site, but we want to give search engines a little more to chew on so they can be vehicle to drive more of these "leads."

You have lead-gen content (whitepaper, webinar, etc.) linked from a page on your site. Once they click, the user is taken to a subdomain where there is a form for them to complete to receive the content. Many times I see that these form pages are on a subdomain because there is use of a marketing automation solution to house the content and for the collection of lead form data.

A given piece of content in this predicament lives on a subdomain, which does not add weight to the parent domain or take advantage the authority of the parent domain, thus leading to less of a likelihood of ranking. Every lead-generation piece should have its own page on the parent domain with a keyword-rich summary of the piece alongside a framed form submission from the third-party automation solution.

The content is gated to hold people away from the view of the content until you possess their lead data. Google will never be a lead for you, so why are you holding the content from them? With this in mind, place this content on the parent domain and allow the crawling of an entire content type. Yes, people will find the content in SERPs and get a free piece of lead-gen content. Guess what? You have them on the site now and if they liked what they got for free they will submit their information for more and may even peruse other content on your site.

You have a gated community for your customers who use your products and you have provided a forum for their discussions.

That is great that you have built a community to help customers and foster exclusivity. There is one user type you forgot to invite, though - search engines. Opening the forum to search engines and user-generated participation means that you have potentially released hundreds if not thousands of pages to search engines all containing topics that people are searching the Web for anyway.

You provide a lot of content to site users through form submission and then upon submission provide the content in a PDF download.

These PDFs are held in the arms of lead-gen greediness and in many cases the PDF folder is also provided for search crawler exclusion in the robots.txt file. Remove this exclusion and let the content be found by search engines. Yes, again, people will get free information, but provide a "like what you see" link on the PDF so that users can traverse back to the content type category page on the site so they can find other related contentand fill out a lead form.

Read this article:
Owned Content: Lead Generation vs. Organic Visibility

You may have noticed a slightly new look for certain search results. That's becauseGoogle announced a new way for users to perform a site search on a website within the search results with the sitelinks search box.

This new functionality places the search box in a more prominent position and helps remove a step in the search process for users who are looking for content on a site.

From the announcement:

The functionality supports autocomplete, too, and Google says using the right markup will send the user "directly to your website's own search pages":

To implement, sites must have a working search engine function. Then, webmasters can use Schema.org markup on the home page. Google says to use the "website" entity markup with the "potential action" property of the "search action" markup.

Best practices for markup, Google says, are as follows (from theimplementation guidelines):

And some tips from Google on site-wide configurations:

Google says to head over the the Webmaster Help Forum with questions.

The Original Search Marketing Event is Back! SES Denver (Oct 16) offers an intense day of learning all the critical aspects of search engine optimization (SEO) and paid search advertising (PPC). The mission of SES remains the same as it did from the start - to help you master being found on search engines. Early Bird rates available through Sept 12. Register today!

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Google Launches Improved Sitelinks Search Box

Ep 1 : DayZ - The Second Amendment
Today I will be discussing the right to bear arms in Dayz.

By: GeorgeAgainstTheMachine

More here:
Ep 1 : DayZ - The Second Amendment - Video

Posted: Tuesday, September 9, 2014 6:00 am

Nolan is for Second Amendment rights

Stewart Mills III is trying to scare gun owners. Weve seen this trick before. Dont buy into it.

Ive been seeing some really angry mail pieces recently, accusing Rep. Nolan of not standing up for our Second Amendment rights.

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Nolan is for Second Amendment rights