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SES NY – My POV on Digital Optimization and Search Engine Marketing

March 28, 2010

After attending the SES NY session on Digital Optimization it got me thinking about how much search engine marketing has changed over the last couple of years. It’s not only about the web page anymore. With the arrival of universal or blended search the nature of SEO forever changed. Along with the recent inclusion of social, personalized and real time search results in the mix both the brand and the SEM practitioner are further challenged to develop assets which are relevant and optimized to rank well in the SERP and other internet properties. The customer now has more search venues, assets and options to explore to assist them with their buying decision.  The brand needs to develop the content that provides the customer with the information they need. This can be in the form of an image, video, podcast, news article or even a company blog post.

digital objects in Google SERP

Today’s internet marketer must concentrate on two goals. First, focus on owning the shelf space on the all important first page of SERP returns with as many of your digital assets as possible. Second, develop assets that can be found not only in search engines like Google and Bing but also in the site search engines of social sites like Twitter, Facebook, LinkedIn, YouTube and Flickr.

With the complexity of optimizing for the new landscape comes great opportunity. Now it is possible to find your niche sites, syndicate your optimized assets to them and thereby drive qualified visitors back to your web site. Your goal is to further semantic connectivity with relevant terms across your assets. It is the brand that takes advantage of this holistic approach and implements the proper interconnectivity between assets and sites that will be become the leader of the pack in their market.

The aforementioned observation is why we call our blog Writing For Digital. Optimization tactics may differ for the various settings but keyword research and the inclusion of its findings in the proper places, whether it is image alt text and tags, blog post titles, PDF metadata or video descriptions, will always be at the crux of any marketing strategy and asset development.

These are the strategies and tactics that we write about in our book and will expand on in this blog.

2 Comments leave one →
  1. March 29, 2010 12:43 pm

    Yes James…. I keep going back to “force multipliers”. Companies need to have a single web presence (digital strategy) where they leverage the variety of digital assets across all the mediums. You support your focus web page by putting videos in YouTube, whitepapers in distribution networks, build your social communities, etc.. But all these “tactics” are not done in a silo but done with an objective of supporting your web presence.
    The Force Mulitplier is just like the military supporting the single soldier on the ground. You enable the single soldier focus, by having the air assets, artillery,etc., there to make that one person much more effective because he has other assets he doesn’t have to bear, bu leverages to make his presence stronger than his single capability.
    The challenge is most companies have different people, with different objective, different budgets, different KPI’s, and then they wonder why their web presence becomes fractured like a broken mirror reflecting all sorts of different angles.

    • March 29, 2010 4:40 pm

      Actually, this was Frank’s POV. But I agree. After we exposed the elephant int he room (Paid listings improve organic ranking), the whole force multiplier effect became a lot more clear.

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