关键字优化:伦敦SMX高级2010：参与者的报告-第1天

Note from Ann: SMX Advanced 2010 London was quite some time ago but I found this article an awesome report – especially useful for those who couldn’t make it to the event. Enjoy!

Since 2007 London has already hosted three SMX conferences of general level, and perhaps, organizers thought the audience had at last got ready for more serious event – Search Marketing Expo Advanced conference, and we want to bring a report about this event to your notice.

Start

SEO Ranking Factors In 2010

Amazing New PPC Tactics

Link building outside of The Box

Keyword Research: Beyond The Ordinary

This time event took part at comfy halls of Grand Connaught Rooms, not far from Kingsway (Soho district).

The organizers have divided all the reports into two streams: Advanced Organic Track (search engine optimization) and Advanced Paid Search Track (PPC management) on the first day, and Social Media Track (social networks marketing) and Analytics & Conversion Track (web ****ytics and conversion) on the second day.

Of all famous personals and companies, whose reports were presented during the event, we consider necessary to mark out Rand Fishkin (SEOMoz), Dixon Jones (Majestic SEO), Rob Shepherd ( Ask Jeeves), Barry Lloyd (Unica), Tom Jones (iCrossing), guests from 站群, Microsoft, Yahoo!, Facebook, comScore, 97floor and others.

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Before the beginning of the conference, during salutatory coffee, a master-class from Andrew Davis (Utalk Marketing, former Myspace) took place in a specially equipped place in the main hall. Master-class was named “Using ****ytical techniques to improve your ROI”, and its subject was using instruments of ****ysis in order to increase conversion.

During his master-class Andrew shared several interesting ideas about processing data in MS Excel, particularly he demonstrated abilities of Pivot Tables in Excel 2007 for quick report building.

One of interesting and quickly implementable ideas is using “Concatenate” function in Excel (i.e.

=E3&”?utm_source=”&B3&”&utm_medium=cpc&utm_campaign=”&C3&”-”&D3

) for quick automated campaigns marking in PPC systems to track them in 站群 Analytics up to keywords level.

As a result, it’s possible to quickly mark huge number of links for PPC and to see conversions up to a keywords level.

Besides, Andy told a little about statistical accuracies calculation. In many niches it’s difficult to gather number of conversions needed to conclude believability of gathered data.

In this case you may divide queries by semantic attribute and ****yze these groups of queries separately.

SEO Ranking Factors In 2010

After greetings, the participants have dispersed to their sections; the majority took their steps to SEO Ranking Factors In 2010 section. Rand Fishkin (SEOMoz) was the first man to speak.

Some interesting moments from Rand’s report:

During their development, search engines have evolved to more detailed link accounting, as the user differently perceives different types of hyperlinks (footer / header / content / menu / sidebar / images…）。

建议：最好是主要内容内的链接。确实，它们是最需要的。

另外，兰德（Rand）对“ Twitter很重要”这一事实表示了信心，换句话说，提到一个或另一个页面/主题的twitter不断增加，并在搜索引擎结果页面上有所体现。

twit中提到的品牌名称很有可能像超链接一样被解释。

此外，兰德（Rand）展示了有关关键字在“标题”元标记中的位置与其对关键字排名的影响之间相关性的证据。

标签H1-H4对于排名而言并不重要。

其他页面因素– ALT标签中关键字的存在也比其在文本中的存在更为重要，但是无论如何它并不那么重要。

另外，为了获得与目标查询完全匹配的文本，Rand建议使用搜索引擎的语义关系数据，例如站群Wonder Wheel。

总的来说，这是非常非常多肉的报告。

兰德之后有一个报告Rob Carrey（澳大利亚，Ayima）。

在Robs报告中，有趣的一句话是一条声明，根据该声明，301重定向实际上并未将链接权重引入另一个域，但如果重定向是在同一域内，它确实会带来链接权重。

以下是罗布（Rob）提出的有关如何减少将站点移至另一个域时的风险的一些建议：

此外，还谈到了有关站群算法的最新更新的两句话，这主要影响到大型项目。通常，他们的排名会降低，目前，仅靠强大而可信赖的域名和优化的类别页面很难很好地进行排名。

Michael Svendsen（deMib）的报告没有提供任何有用的信息，因此我们将不再讨论。

相当有趣的事实是，courouir中的6个站中有5个专门用于分析工具，这可以帮助市场营销专家更好地了解项目动态。因此，您谦虚的仆人与有趣的工具AnalyticsSEO的代表进行了交谈，将有关点击量，排名和站群AdWords的数据整合到一个系统中。

无关。在谈到这样的会议组织时，我想提到的是，实际上，当前活动的组织组成并不是太理想。我可以证明自己的一句话是在休息期间排队吃饭:-)。

惊人的新PPC策略

休息后，我们将转到“高级付费搜索跟踪”流，并转到名称很有前途的部分-惊人的新PPC战术。

麦克风上的第一个人是Craig Danuloff（ClickEquations）。他的报告完全集中在PPC帐户中使用的关键字与实际用户查询之间的对应关系问题。有经验的广告客户可能会同意，成功的PPC广告系列的主要属性是存在大量的针对性很强的广告组，这些组与用户的通信请求完全匹配，并且理想情况下还存在相应的目标网页。

具有关键性的运动受到了激烈的批评诸如“**”这样的广泛匹配的命令，通过完全不同的查询（“**”，“狗的蔬菜”，“实验室的最佳食物”等）为广告带来了印象。

下一张幻灯片简要介绍了这种方法的优点：

您可以在以下幻灯片上看到不同类型的关键字对应关系的比较（根据Craig）：

这里有人仍然想玩“无忧无虑的自动PPC”吗？