Search Marketing Sage

For the last session of Day 2 at SMX East NYC, I head to “Facebook Ads, Meet Search Ads.” As someone who has worked with both Facebook ads and Search ads, it is interesting to hear what works well for each medium. I attended the Facebook Marketing Workshop with Marty Weintraub and the aimClear team on Monday, so it’s nice to close the day with some reinforcing ideas from earlier in the week. Joining Marty onstage are Addie Conner, SocialCode and Matt Lawson, Marin Software.

Next up is The Current State of Personalized Search moderated by Danny Sullivan with speakers Jack Menzel, Product Management Director – Google Search, and Stefan Weitz, Director, Bing. Personalized search isn’t just a Google thing. Bing does personalization, too. This session looks at how results are being personalized on both engines and what marketers need to consider when all their users see something different. They tackle comments from Eli Parisers keynote, as well.

I am really excited for this next session. Up Close with Google+ and Google +1 is actually up close as two Google-ers are here today at SMX East sharing the capabilities of Google + and the impact of +1. Tiffany Oberoi, Software Engineer, Search and Christian Oestilien, Group Product Manager, Social Advertising, present about what Google + will mean to us now and in the future as business pages roll out.

Good morning (now early afternoon due to wifi connection) SMX East Day 2. I started off my morning with Eli Pariser’s keynote and questions with Danny Sullivan and Chris Sherman. It was a great dive into personalization of search and how the information we receive is biased to what we have seen in the past. Should Google be a utility with regulations?

Next up is “Facebook, Twitter & SEO” with John Doherty, Michael Gray, Horst Joepen and Jim Yu moderated by Danny Sullivan. This session aims to discuss how social signals from Facebook and Twitter are used in search and how they can factor into “regular” search results. Who you are socially, your authority, the authority of those who talk about you (or your company) all play a role. I’m interested to see how Twitter plays a role since the Twitter fire hose was taken off Google.

The Link Building Fundamentals session at SMX East was presented by Debra Mastaler, President of Alliance-Link, an interactive marketing company focused on providing custom link building training. This session provided insight into how to reach out and get quality links, how to craft anchor text to build authority, and how to avoid common mistakes that can hurt your web credibility and search engine rankings.

First of all, without effective keywords, you can’t have effective links. Link building is an extremely important search engine optimization tactic because links are a driving force of the Google algorithm. Debra Mastaler mentioned that if there is one thing you should remember at the end of this presentation it is that link popularity is key to your online success!

Link Popularity measures the quality and quantity of links pointing to a webpage. You may here fellow search engine marketers refer to this as link love or link juice.

The four factors that determine link popularity include: