Archive for Dezember, 2011

Mit Google+ verlieren andere soziale Medien an Bedeutung

Rand Fishkin über seine Keynote auf der SMX

Über Rand Fishkin (@randfish, muss man regelmäßigen Besuchern der SMX München eigentlich nichts mehr sagen. Auf der SMX 2011 erntete er offene Begeisterung für seine Präsentation über die Verschiebung von Ranking-Faktoren hin zu sozialen Signalen. Eine kleine Auswahl an Blogstimmen dazu:

Bert Schulzki: „Insgesamt eine gelungene Veranstaltung, die sich gelohnt hat. Wie oft bekommt man in Deutschland schon die Gelegenheit Rand Fishkin zu erleben? Die Qualität der Vorträge war jedenfalls hervorragend, auch wenn (oder vielleicht gerade weil) es nur sehr wenige unterschiedliche Speaker waren.“

Ludwig Coenen: „Die diesjährige SMX war mal wieder rundum gelungen, klar, die Rand Fishkin Keynote war sicherlich ein Highlight, über das ja auch schon mehr als genug geschrieben wurde.“

Astrid Staats: „Mein totaler Star dieses Jahr war Rand Fishkin (fishkin awesome!), der sowohl bei der Keynote, als auch im Panel “Creativity vs. Technology” über sich hinausgewachsen ist. Gerade im Panel mochte ich seine extrem kreativen Linkbuilding-Tipps: absolut whitehat, absolut smart, einfach empfehlenswert!“

Marcus Tandler (selbst auch mit seinen „Webmasters on the Roof“ eine der SMX-Institutionen): „Rands Keynote war einfach wieder der Hammer“.

Auch diesmal wird Rand Fishkin, CEO und Mitbegründer der SEO-Softwarefirma SEOmoz, am 27. März mit seiner Keynote die SMX eröffnen und an mehreren Panels teilnehmen. Auf unsere Fragen, was er mitbringt, antwortete er folgendermaßen:

Rand Fishkin über seine Keynote auf der SMX

Rand, last year you rocked the audience in Munich with your new data about just how important social signals already had become in Google’s algorithm. Any hop of topping this at SMX 2012?
This year I’m planning to bring a lot of data to help show some more macro-level shifts in the world of online marketing and search. I hope to make these equally actionable (if not more so), and I think the audience will seriously enjoy it. We’ve run a few interesting tests on the overlap of influence between mediums like search, user-behavior, social and rankings. I suspect these will prove very interesting.

Are ranking factors continuing to change at last year’s speed?
The factors themselves appear a bit more stagnant than in years past. That said, new forms of data are coming and going. For example, last year, Facebook + Twitter may have had some direct impact on search rankings, but with Google’s move to Google+, deals between the companies broke down and third-party social may be playing a more second-order effect role today.

I’ve read on your website you have one last pair of a certain yellow puma sports shoe which is not produced any longer. You always wear these for your presentations. Any plans to visit the puma headquarter in Herzogenaurach to look for yellow shoes? It’s just a two hours drive from Munich 😉
Ha! That’s a good idea. But, I’m worried that when you say „2 hours drive“ you want me to go 200kmph on the Autobahn 🙂 Sadly, I probably won’t have time to visit, but I’m always keeping my eye out for new yellow Pumas. 

Could you name major trends in SEM/SEO, which illustrate why marketers should update their knowledge on conferences like SMX?
There are so many, it’s nearly impossible to name them all.
I’ll start with my top 5:

1. The shift from SEO as a singular practice, to an individual tactic that’s part of the broader inbound marketing world (including things like content marketing, social media, conversion rate optimization, email, web analytics, etc). This is both because the practices create powerful synergy when leveraged together and because search engines are broadening their algorithms to include data from all sorts of web activities, tying SEO success to other channels.

2. Additions of new forms of SEO opportunities like rel=author, video XML itemaps, and rich snippets, enhanced vertical results in areas like commerce, local, flights and recipes – these make it critical to stay on top of the latest trends so that potential opportunities don’t pass your marketing team by.

3. New web portals, social platforms and places for participation (Quora, Pinterest, Google+, etc). Marketers who don’t understand these rapidly growing sites may fail to take advantage of content or marketing opportunities.

4. The massive growth in tools + software available to SEO and inbound marketing professionals. Every day there’s new, useful, interesting stuff that appears, and going to a conference like SMX can be a great way to discover them.

5. The evolution of web spam and search quality guidelines are going at a rapid pace. Google has recently started announcing many of these changes, but sites that fail to keep up could find themselves in ugly situations. 
I’m looking forward to seeing everyone at SMX Munich!


15. Dezember 2011 at 10:00 Hinterlasse einen Kommentar

Social Media helfen beim Linkbuilding

Linkbuilding-Experte Wil Reynolds auf der SMX 2012

Seit einigen Wochen ist das Programm der SMX online. Mit diesem Blog wollen wir auf einige Highlights aufmerksam machen. Wir beginnen mit Wil Reynolds (@wilreynolds). Er ist CEO der SEO/SEM-Firma SEER Interactive mit Sitz in Philadelphia, und einer der bekanntesten Linkbuilding-Experten der Branche. Wer den begeisternden Redner erleben will kann sich einige seiner Tipps für bessere Links auf seinem YouTube-Kanal abholen:

Am ersten Tag der SMX München (Dienstag, 27. März) wird Wil Reynolds uns einen Einblick geben, wie man Linkbuilding im großen Stil betreibt: Was gilt es bei Linkkauf, Linkbaits und Linkgenerierung zu beachten? In einer zweiten Session am Mittwoch zeigt er Strategien auf, um die perfekten Links zu bekommen: Von den richtigen Quellen zu den richtigen eigenen Seiten. Dabei macht es einen großen Unterschied, ob man Webseiten für einen Online-Shop oder für einen Content-Anbieter optimiert und ob man seine Online-Reputation verbessern oder den Umsatz erhöhen möchte. Man will ja auch nicht irgendwelchen Traffic, sondern den richtigen.
Zu seinem Auftritt auf der SMX München 2012 hat uns Wil Reynolds einige Fragen beantwortet:

Have you talked to audiences in Europe or Germany before?
I was in Munich recently for the 200th anniversary of Oktoberfest, but I guess that does not count! I have spoken in Madrid and also 3 times in London for the same large conference there. I am looking forward to speaking in Munich for the very first time.

Have the leading search engines changed a lot in their algorithms in the past year regarding the assessment of links?
Definitely. I have seen more changes in the last year than in my 13 years working in SEO. With things like the integration of social media, the way they look at links, altering search results with social connections, there is a lot of change happening. However, the old tried and true tactics of ranking well as related to links are pretty much the same in the algorithm that they have always been, but I do see change related to that coming very soon.

How fast and in what way are links from social media gaining relevance in comparison to classic links?
Social signals are not a large influence on competitive keywords. However, it is in my focus to take people who do social well and turn the strong social following to get links. Even though it does not help with ranking, I notice that the more my clients connect to Twitter, Facebook, etc., the easier it is to approach getting links. I did a study that outlines how social signals are not yet impacting SEO rankings, found here. I also have a presentation that describes how social is influencing SEO, found here.

Why should marketers update their knowledge on conferences like SMX?
The pace of change is insane, so to stay on top of that it is best to attend these conferences. With speakers from all over the world presenting in one place, you get a more condensed version of the changes and new things. Research through blogs online could take months to get the information you would receive at one of the conferences. There is also nothing better than to connect directly with the people who created the content.

In a video, which you have posted, you explain the “the power of one”, which means that one single advocate can support your breakthrough and help you getting your message out to many. Was there a time for you when it was really hard to get the first endorser to admire something you wanted to promote?
Early on in my career I had made pitches to large conferences but I would not be selected. I didn’t get discouraged and continued to to create great content and network to get noticed and I eventually did!  I received the opportunity at first to speak at smaller conferences, so when they gave me opportunities so did others and then it grew from there.

Wir freuen uns, dass Wil auf der SMX München dabei ist. Morgen geht es auf diesem Blog gleich weiter: Dann verrät uns Keynote-Sprecher Rand Fishkin seine Pläne für die SMX.

14. Dezember 2011 at 10:00 Hinterlasse einen Kommentar


Dezember 2011
« Mrz   Feb »

Posts by Month

Posts by Category