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China SES – Day Two! Saturday 26 May Part 2

Tanya Goodin
Tanya Goodin
CEO
26 May 2007

Someone who I have seen speak before and really enjoyed listening to,
and learning from, is Bill Hunt from Connecticut in the US, he works
with companies such as Intel. The session he was taking part in was
‘SEM Strategies for Enterprise Lifecycle’ which translates as SEM/SEO
for big sites. Marshall Simmonds, who is Chief Search Strategist at the
New York Times, was also on board, I can’t tell you how many pies he
has his fingers in! Chris Sherman moderated. From our (Tamar) point of
view Enterprise is an emerging market. It can difficult to optimise for
big sites not only for the usual Search Engine reasons but also from
the client side as well. Indeed, this is where a lot of the main
challenges lie.

For example, the overall business priorities may be clear but
individual product managers can expect results for their specialisation
ahead of others. Or resources can be limited and changes take a long,
long time to percolate around a site. And generally the bigger the site
the bigger and lengthier the problems tend to be! So how to get around
this? Well the good news is exactly what Tamar has been saying for a
long time – education! This is something we really believe in, we want
all our clients to gain knowledge and to be able to take control of the
SEO strategy at a level they are comfortable with. By educating our
clients with a working knowledge of SEO they can concentrate on
creating sites that are optimised correctly.

This leaves us to do the offsite work required confident that the
sites we are working on behalf of are managed correctly. One thing Bill
mentioned is Brand Recognition on keyword searches and that this should
generate a 5% click through rate – how do you stack up? For example the
search could be ‘company name mortgages’. An interesting snippet from
Marshall Simmonds was the change in use of title tags. Simple stuff but
effective, they place all references to the New York Times at the end
for their title tags. Easy to do and a smart move as this establishes
the page topic and still retains branding.

Finally, another nugget from Marshall Simmonds was to add in clickable
links to the most emailed/blogged/searched articles videos or whatever
content you have on your site. Apparently this increased page views and
retained the users on site. Check out what they have done at: www.nytimes.com under their ‘most popular’ section!

P.S. Yes we know their title tag on the home page put new York Times first, it’s the other pages we are referring to!

Domain Strategies

This was an interesting session on how to use domains for search engine
visibility that got very technical very quickly. So I will keep this
simple and hopefully interesting! When a spider lands on a page it
cannot go back.

So ideally do not link off your site as that spider will not be back!

  • Geo location is done by page, not site
  •     The best way to be listed in different countries is to use a country Top Level Domain (TLD) such as .co.uk, .de or .com.au
  •     .com carries NO benefit in the US!
  •     Google uses ip address to check for location
  •     Yahoo! uses incoming link location to establish your location!
  •     Use 200 OK server response for parking domains
  •     Use subdomains for different languages. For example english.site.com, french.site.com 

There was also some more chat on parked domains and how to use these
along with TLD’s to get country listings but I am waiting for the
presentation so I can fully get to grips with it!

So that is all from SES China. I am sure we will be there next year
if not before. If you have any questions please do call or email me
through the usual channels. China SES – Day Two! Saturday 26 May Part 2

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