SES London 2009 kicked off to a flying start, with an interesting choice in keynote speaker, Matt Mason, who gave us a summary of his book The Pirate's Dilemma. Not specifically targeted to an SEM audience, Matt presented his idea that businesses should embrace piracy rather than going to war with it. Pirates are well known for looking *outside* the market rather than within its boundaries in order to better serve the needs and wants of the user. Some great examples of pirates Matt used included Radio Luxembourg and Napster. Both services completely revolutionised the service and market they positioned themselves outside of. Following a very interesting summary of his work I plan to download an electronic copy of Matt's book The Pirate's Dilemma in the very near future. And whats more, it's can be downloaded for free…well he wouldn't want to be seen as a hypocrite would he?
Other sessions attended included 'Universal and Blended Search'. Although the topic wasn't exactly ground breaking, the session chose to focus on the importance of getting the basics right. As universal search results are continuing to show up more regularly in our daily search results and we are no longer limited to just two positions, it is important that we focus our attentions as Search Optimisers, to dominating the rankings for as many results as possible for our chosen key terms. Reports are beginning to emerge, commenting on the effectiveness of universal results. For example, a survey conducted throughout 2008 showed that 31% of users would click through an image result when presented with an image result within their regular organic results. Compare this with 36% of users clicking through news results and 17% on video, it clearly shows we cannot afford to miss opportunities to present ourselves within the rankings in all possible formats.