Toluu

WebProNews Video Blog

WebProNews Videos is your home for ebusiness and search video content. We provide exclusive coverage of conferences, compelling interviews with top names in the industry, practical tips, and online news that matters.

Matt Cutts on Changes at GoogleNovember 18

We previously brought you a video report in which Bruce Clay made a claim that “ranking is dead.” In the above WPN video, Matt Cutts of Google responds to that assertion. Matt does not completely agree with Bruce that “ranking is dead” but does announce that it is not as important as it once was.

There’s a lot more to SEO than just ranking number one in Google for a key phrase. Since searches based on personalization and localization are becoming more and more prevalent, Matt echoes Bruce’s words that the central focus for SEO’s should be traffic and conversions.

With all these innovations, the game is changing for SEO’s. Matt says they are now marketers and need to embrace universal search by integrating video, images, books, etc. As far as Google trends go for 2009, they will affect SEO’s as well. Matt reports how black hat SEO is “getting more malicious” and shamelessly illegal.

In summary, SEO’s need to be aware of these actions and act accordingly. They need to decide where they stand on legal and ethical issues and how they will adjust their strategies to compatibly adapt to these new trends.

Bruce Clay: Ranking Is Dead!November 17

In the Top-Shelf Organic SEO session at PubCon 2008, Bruce Clay made some very significant predictions regarding SEO. As we all know, SEO has advanced in many areas over the past several years. Compare your current searches to that of just 2 years ago. Quite a bit of difference in the results, huh?

In the above WPN video, Bruce Clay predicts even greater changes in the coming year. Personalized search, behavior-based search, intent-based search, and universal search allow for direct and specific searches. With so many ways to search now, it’s quite obvious that search results are getting better, which is exactly what Google wants.

While this is all good news for searchers and Googlers, SEO’s have a bit of a challenge on their hands. Bruce states that “ranking is dead” since people can have different results even when using the same search query. He uses the example that the search query “Java” can bring results for code, coffee, or the Caribbean.

Instead of focusing on ranking, Bruce recommends SEO’s to look at analytics and measure traffic, bounce rate, and action closely. Also, among his advice is the idea to embrace these implementations such

PubCon: Making Your Social Media Campaign WorkNovember 14

Social media has taken over. Honestly, everyone is using it now and not simply for social reasons. Companies now realize how powerful it is for raising brand awareness and engaging with customers. But a lot of money can be lost if a social media campaign is not efficiently conducted.

When you begin your social media campaign, make sure your viral content is relevant so customers can immediately associate it with your brand. Also, work closely with the search team in order for potential customers to be able to find you in their searches.

Just as Eric Enge emphasized in his WPN interview, have a specific goal for your campaign and stick with it. Understand that you can’t just abandon your campaign if it isn’t working. It will almost definitely need adjusting and you need to be prepared in advance.

Your ultimate goal with these efforts is profitability. If you remain invisible to your customers, you will not bring in revenue. In the above WPN video, Vanessa Fox of Nine By Blue, stresses the importance of having an “obvious” call to action.

Once you’ve positioned yourself, don’t throw y

PubCon: Social Media Strategies for Link BuildingNovember 14

Eric Enge of Stone Temple Consulting in the above WPN video encourages people to “think big” when using social media to build links. This practice is not only for large companies, but should be applied to small businesses also. Just because you’re small doesn’t mean you can’t accomplish big things.

Your social media strategy should include a specific angle. Have a goal from the beginning and don’t wander from it. If you keep a steady focus, you will be able to build upon it.

In the Real-World Low-Risk, High-Reward Link Building Strategies session at PubCon, Tamar Weinberg recalls Eric saying:

1.    Study what has worked before
2.    Write a compelling article
3.    Write an interesting description
4.    Vote for posts in front of you on the upcoming pages
5.    Make sure you stand out!

To elaborate on that last point, you want your content to be unique and authoritative. However, it still needs to be relevant. If your content is great but no one associates it with yo

PubCon: How to Buy Links without Getting in TroubleNovember 13

Link buying has been a touchy subject for quite some time. Obtaining links the natural way is ideal, but sometimes link buying is necessary in order to get your business recognized. It’s challenging since Google frowns upon the practice.

Google doesn’t approve of a cash exchange type of purchase, but an indirect approach is accepted. Buying indirectly helps you to get a good link but with a low risk. Your link campaign should strive for a variety of links.

Look for directory links, industry-specific links, and links from people you have done business with in the past. In the above WPN video, Aaron Wall of SEO Book says to stay away from obvious (direct) links since they are high risk.

A few examples of how to obtain indirect links are: testimonials, conferences, and charity events. Testimonials help to build credibility. If a very respected company writes a testimonial for you, it will draw positive attention to you and even business.

Conferences are another good resource for gaining links. There are unbelievable networking opportunities at these events. Having a booth at these events with your business cards readily available can also lead to indirect links.

Being involved in charity events reflect very well