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Session Description: This session is a quick moving brain dump of how to use the most advanced powerful tools to help you with SEO. Expect to learn how you can walk out and use several SEO tools to grow revenues today.  The speaker was:

• Wil Reynolds, Associate, SEER Interactive (Twitter @wilreynolds)

I’d never previously had the chance to hear Wil speak, despite meeting him a few times.  It always seemed poorly matched up against other sessions that were more relevant to me as an affiliate manager.  This time I made sure to make it to Wil’s session, and I was NOT disappointed.  He’s an SEO genius and did, in fact, give us tools that I used TODAY!

Bullet Point Review!

• Tool: Google Insights
• Tool: Microsoft Advertising Intelligence (Formerly MSN adCenter Add-in for Excel)
• Watch your bounce rates, because even if keywords rank this is a problem.
• Always check Google Trends for the keywords.
• Evaluate bounce rates daily for each keywords (this catches problems quickly)
  • SEER did this for a client and caught a page 1 ranked keyword with a bounce rate sometimes as high as 80%)
  • Home page was ranked for the product search instead of a product page.
• Ranking is a big distraction.
• If you are analyzing search engine performance by where you rank you would never have caught the issue – analyze SEO by more than just rankings.
• Tool: Microsoft adCenter Labs Audience Intelligence – remember to search for singular keywords and plurals.
• Affiliates need to know research vs. commercial queries to help convert traffic.
• Marketers need to know what kind of message to put in front of people when searching.
• Plural tends to convert much better, but is not a hard & fast rule.
• Know the flaws before you use any tool so you know how far to trust the data.
• Yahoo Keyword Suggest is better than Google’s because it’s a general phrase match and not a character match.
• A 40 to 60 ratio isn’t enough to suggest a strong patter – go for closer to 30 to 70.
• Look for the queries highly skewed to one side or the other (commercial v. noncommercial) & look for high degrees of confidence from the engines.
• Test against your own data set on keywords that are currently ranking well before using the tool so you knoe how far to trust the data.
• You have to look at things through a marketing lens and not just take the word of the tool’s data.
• Affiliates need to take advantage of hot keywords because they can move much faster than larger corporations.
• Major competitive advantage: big companies move slow.  Their inability to act for mid/long tail/hot keywords = opportunities for you.
• Don’t look back too far because trends rapidly change.  Look at more current data sets, around 30 days old at most.
• Check out the Rising Searches area towards the bottom in Google Insights to see what trends are on the rise.
• Don’t go back more than a year data-wise, unless you’re looking for seasonal trends.
• How is a product getting hot?  How do you rank for it?
  • Try moving it up one level in the hierarchy of the site – possibly link from homepage in a hot product section.
• Top 200 products no more than 2 clicks from home page.
• Suits = slow = opportunity for you
• Google’s algorithm seems to be favoring large brands more and more; you’ve got to find ways to compete.  Lots of ideas at blogstorm.co.uk
• Link building is about exposure to stimuli.
• You can’t have all the ideas – you need a Spark.  Put yourself in a position to have great ideas.
  • Install Greasemonkey script in Firefox.
  • Install Twitter Search Results on Google for Greasemonkey
  • It’s about being exposed to things that will trigger your brain to a link building opportunity.
• Tool: Google Trends Hot Trends
• Paid Tool: SEOmoz Labs – has a graphical representation of links.
• Put plug-ins and stuff at the bottom of the HTML code in case they hang up loading so they don’t stop everything else from loading.
• Wikipedia links help.
• Paid Tool: Hub Finder from SEO Book
• Tool: SeoQuake
• Seed Keywords allows you to find scenarios if you’re having an interal battle over which keywords would work best.
• Google Universal Search’s thumbnail pictures will definitely start to influence clicks in search.

Questions were really peppered in throughout the presentation, and Wil didn’t get to all his slides but promised they’d be made available and any links would be shared through Twitter if asked.  It was a terrific session and I learned a ton that I’m ready to go back and start using now! For your benefit, here’s the presentation:

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Guest Post by Nicole Munoz

Sales are down, investors are bailing, and companies are laying people off left and right because they can no longer afford to staff full time workers. It’s been a heartbreaking process for millions of people across the country who awaken to the reality that they no longer have a job to go. But let’s take a positive look at how this can be good for everyone; businesses and the unemployed alike. Many experienced professionals with new-found time on their hands are turning to outsourcing their skills to make some extra money while they search for full-time work. There are benefits for the hiring companies as well. This blog will look at the top 5 reasons why outsourcing is a great idea.

For many of us, cutting down our expenses has become a routine part of life. Companies are no different. Once a full time staff member has been let go, there is an empty space in the function of the organization that still needs to be filled by someone. Other employees may be asked to take on the additional role, and for expense’s sake, it’s a good idea to utilize them until sales increase. However, an even better idea is to outsource! With this form of employment, a company can save on the expense of having a desk, PC, office supplies, etc. set aside for that person. Outsourced workers usually work from home and are available by phone, email, or fax which means that they are instantly accessible.

Another great reason to outsource your work is that there is a large pool of potentials ready to be interviewed at any time you need. With companies like elance and oDesk, they have freelance workers ready to start immediately. They can bid on the projects and job openings that companies post. Many times, the freelancers get paid by the project to complete projects, but they can certainly be hired on a permanent basis. Each person receives feedback after they complete a job or project, so new clients can see that they have a good reputation. Another type of outsourcing, as with StartRankingNow, employs a set of people who are always on stand by to take projects immediately when clients knock at their door. Each person is contracted out to perform certain jobs based on their skill sets.

Third on the list of reasons is convenience. It is extremely fitting, especially in this economy, to hire someone “by the project” if you aren’t prepared to hire someone full time. If you needed marketing brochures or web content, for example, you could hire an expert to get the project done right away. After everything is completed, you can get back to running your business. Expertise is another great reason to outsource your work. With a flooded job market, there are tons of specially-skilled professionals ready for the opportunity to get hired out for your projects. This economy has given companies an even better choice of qualified individuals to hire for any task they need completed!

Finally, outsourcing is a great method for hiring because project tracking is already done for you online. Due dates for rough drafts, revisions, and final drafts are all laid out by the client and adjusted as necessary. Project management is easier and faster than ever with these helpful online tools! So, don’t spend another moment worrying about how your site is ranking; find an SEO Expert to outsource!

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Nicole Munoz is the owner of Start Ranking Now. She is an SEO Outsourcing, Link Building, and Social Media Expert. She also conducts SEO training in San Diego to other entrepreneurs and Internet marketing professionals.

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