Live (well 10 minute delay?) from the afternoon keynote here at SES San Jose. We’ve got Matt Cutts, Robert Scoble, Danny Sullivan, Tim Westergren, Kirsten Mangers, Rich LaFurgy here to talk about search. I’ll try to add as the talk goes on…
OK, it’s over and was disappointing. All the speakers are exceptional experts, but I think this casual approach did not work because rarely did we get any of the meaty search information both Matt Cutts and Danny Sullivan generally deliver. If I was making recommendations to SES I would have had each of these folks do separate sessions in their areas of expertise and get into more detail. Matt, for example, is arguably the world’s top search expert and Robert one of the very top experts on blogging and social communities. No need to water their stuff down so much.
Avinash Kaushik from Google and Market Motive: Get on the train or get run over. Relevant metrics are changing dramatically and are an essential part of your online strategy. RSS as the key blog metric, because this is the ultimate permission marketing environment where you push content out to your readers.
Jim Sterne: Web and search metrics are changing the game from reporting to analysis to promotions to “hearts and minds” marketing.
Mathew Baily had the most entertaining yet relevant presentation I’ve seen in some time – probably not as helpful as case studies but brilliant! Analytics and Star Trek: 1.0 analytics endless cycle of mundane reporting. This runs you down. You want 2.0 analytics! Star trek death conversion rate? = 14% mortality, mostly among red shirted actors. Need more context which is where story-driven analytics comes in to answer the detailed questions. Ask questions – best human tool.
Measuring Success in a 2.0 World
How do you know if you’ve been successful with search engines and your website in general? You can check your “rank” at search engines for particular keywords, analyze log files to see the actual terms people used to reach your website, or make the ultimate jump and “close the loop” by measuring sales conversions and ROI. This panel explores both classic and cutting-edge techniques to measure success, what statistics you should really care about, ways to be more strategically focused, and how to drive increased revenue for your business.
The SES San Jose search conference hosts dozens of providers of internet business services who exhibit on two of the conferences four days. Google, Yahoo, Microsoft are all here as are many search optimization firm, search analytics appications, and even some consumer focused websites.