The 3 SEO/SEM Conference Personas

Jul 3, 2009 at 7:14am ET by Shari Thurow

I recently returned from the successful SMX-Advanced search engine optimization and advertising conference, and I had an epiphany: as a speaker, usability principles are applicable to these conferences. Which usability principle, you might ask? Before usability professionals create an information architecture and corresponding interfaces, they must identify and address various personas or profiles. The primary persona is the group of people whose needs and expectations must be met at all times. Normally, for a website, there is only one primary persona. However, I believe that for search en [...]

Filed in: Just Behave

The Collusion Of Editorial & Advertising; Plus: Cheap Ways To Buy Exposure

Jul 2, 2009 at 11:48am ET by Aaron Wall

Many reporters would like you to believe there is a firm wall between content and advertising, but often they merge...particularly for niche or trade related publications. When my wife was getting started in business and wanted to promote her first website, a trade magazine kept trying to push her for an ad and she kept saying no, preferring to invest in SEO. The following month, the trade magazine published what amounted to a public relations driven smear piece against some companies with similar business models to my wife's company, while promoting a few of the largest brands in the space - [...]

Filed in: 100% Organic

It’s All About Local Organic Domination

Jul 2, 2009 at 6:31am ET by Hanan Lifshitz

Lately I've been speaking with SEM experts about what small business owners should do to increase their online visibility. While opinions vary, most experts agree about the importance of ranking high on Google's various organic search results. Listening to them explain what a local business can hope to achieve, I found that the language was hardly ever about being the "only winner" in a category, but rather being in the "leading group of search results". This is consistent with the reality of search, where we are used to seeing multiple results in each page. Being "among" the 10-pack is oft [...]

Filed in: Small Is Beautiful

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