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Mark Jackson performs his quarterly SEO site review, and this time the subject promises to implement his recommendations. In today’s organic search engine optimization column, “SEO Site Review: Custom Creations, Unlimited,” Mark Jackson notes that, like many Web sites, it isn’t in bad shape from a SEO perspective, but it is a great example of the importance of the little things.

» Full story

New data released by Rubicon Consulting shows that online reviews are second only to word of mouth when it comes to influencing consumer purchasing decisions.

Here’s other key points from the survey:

• The Web is the #2 resource for customer support information, after user manuals. It ranks ahead of calling the manufacturer or asking a dealer.
• Website categories that get the most daily usage are search, social communities like MySpace and Facebook, general news websites like CNN.com and NYTimes.com, and online banking.
• The websites that Americans value most are (in order), Google, Yahoo, YouTube, Wikipedia, and Facebook. Although Yahoo’s financial challenges have generated a lot of press attention, it continues to have a very large and loyal following.
• Young people (age 22 and under) are much noisier online than their elders. They account for about half of all the content and comments posted online.
• Facebook appears to be ahead of MySpace in terms of number of users in the US, and perceived value of the site.
• Despite extensive publicity, the community sites SecondLife and Twitter reach only a few percent of US Internet users.
• Democrats are more active online than Republicans. Democrats are more likely to participate in online communities, and say they are more heavily influenced in their voting decisions by information they find online.

Harry Max, a principal at Rubicon Consulting said, “Many companies downplay the importance of online communities because only a few percent of all Internet users contribute to them heavily. What they don’t understand is that most other Internet users read those reviews and rely on them heavily when making purchase decisions. Taking good care of online communities can be a huge money-saver for companies trying to get more marketing impact from limited budgets.”

I disagree. I think a lot of companies are interested in online communities but aren’t always sure how to engage consumers with them. However, with the economy the way it is, many companies are likely to cut social media first, as we saw in data released just the other day.

The biggest key to making sure you get good online reviews is to have a solid product or service. So, while you’re making those efficiencies in order to survive the slow economic times, make sure your products don’t suffer. Better yet, create efficient products and services and just watch those positive reviews come in.

To get the ball rolling, you might try pitching a few bloggers - especially mom bloggers if you have a product or service related to them.

Related Reading:
How to Bury Negative Online Mentions of You - Intermediate Level Tactics
Constructive feedback on online reputation management
SEO for Brand Reputation Management
Pssst. People are Talking… About Your Business!

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The keynote speakers for Search Engine Strategies Chicago have just been posted to the website for the SEM conference. And check out the heavy hitters:
• Lawrence Lessig, the Professor of Law at Stanford Law School, is giving the opening keynote on Monday, Dec. 8;
• Bill Tancer, the General Manager of Global Research at Hitwise, is giving the morning keynote on Tuesday, Dec. 9; and
• Josh James, the President and Chief Executive Officer of Omniture, is giving the morning keynote on Wednesday, Dec. 10.

That’s quite a line up. Or, as my good friend Anne Kennedy, the Managing Partner of Beyond Ink and a member of the SES Advisory Board, says, whether you’re a “seasoned search maven or hopeful newbie, you’ll find speakers who share expertise, new research, horizon’s edge views and knuckles-in-the code tactics” at SES Chicago.

Take Professor Lessig, for example. For much of his career, he has focused on law and technology, especially as it affects copyright. He is the author of Code v2 (2007), Free Culture (2004), The Future of Ideas (2001) and Code and Other Laws of Cyberspace (1999). He was also a columnist for Wired, Red Herring, and the Industry Standard.

According to a recent article by Kim Heart in The Washington Post, Professor Lessig is among the signers of a letter that went to the Barack Obama and John McCain campaigns. The letter was also signed by Craigslist founder Craig Newmark and Wikipedia founder Jimmy Wales.

The letter asked the candidates to insist on using a new method to choose debate questions. While that job is usually left to the media host, the members of the “Open Debate Coalition” say they aren’t “hard-hitting enough.”

Instead, they want to let people submit questions, then vote on their favorites, over the Internet. The top 25 questions would have the potential of getting asked during the debates.

“This cycle’s YouTube debates were a milestone for Internet participation in presidential debates,” the letter said. “But they put too much discretion in the hands of gatekeepers. Many of the questions chosen by TV producers were considered gimmicky… and never would have bubbled up on their own.”

So, do you think what Professor Lessig says at SES Chicago will be on the mid-term? All I know is that I can’t wait for the Q&A following his keynote.

The following day, Bill Tancer takes the stage. He’s the author of “Click: What Millions of People Are Doing Online and Why It Matters.”

Bill, who I’ve known for years, is the author of a weekly online column for TIME, “The Science of Search.” He is a frequent guest on CNBC, and has been quoted extensively in the press, including The Wall Street Journal, The New York Times, USA Today and Business Week.

Bill recently had a “naked lunch” with Andy Greenberg of Forbes.com. Hey, I didn’t make this up. Click on “We Are What We Google” and read the article for yourself.

In the article, Bill is quoted as saying, “What I find really fascinating is how much we tell search engines – more than we tell surveys, more than our family members, more even than our priests or rabbis.”

Are you skeptical of this claim? Bill backs it up with his analysis of searches beginning with “fear of.” It reveals search engine users are afraid of flying, heights, clowns, intimacy and death, in that order.

Looking at searches beginning with “how to,” he observes that the phrase “how to tie a tie” edges out “how to have sex” and “how to kiss” for the top spot.

And Bill’s analysis of searches beginning with “why” shows that most queries are related to school projects. But these fall sharply during the summer and Christmas holidays. During those periods, more existential questions like “Why did she leave me?” and “Why did God do this to me?” pop to the surface.

But wait! There’s more! The following day, Josh James is the keynoter.

James co-founded Omniture in 1996 and, under his leadership, it has evolved into one of the fastest-growing publicly traded software companies with more than 4,700 customers across 75 countries and over 1,100 employees. His market vision, leadership and entrepreneurial philosophy have enabled Omniture to achieve greater than 75% growth for more than five consecutive years, as well as to maintain customer retention rates of greater than 95%.

James is also the founder of Silicon Slopes – a private sector initiative whose mission is to promote the interests of high-tech in Utah. A recent article by Tom Harvey in The Salt Lake Tribune said that the Omniture CEO was motivated to found Silicon Slopes in 2007 to change the misperception that Utah is “A quirky state at the edge of the desert dominated by a single religion and defined by its far-right politics and weird liquor laws.”

For example, Siliconslopes.com is sending out thousands of promotional posters this year that depict the Silicon Slopes running along the Wasatch Mountains from Logan to Provo, listing an array of high-tech companies with operations here, as well as ski resorts and signs pointing to Moab and other attractions.

While I haven’t met Josh James yet, I did interview Huw Roberts of Omniture earlier this year at SES London. Roberts talked about the importance of web analytics to effective search engine marketing for businesses of any size.

Huw Roberts, Omniture, at SES London 2008

There you have it: The keynote speakers for Search Engine Strategies Chicago.

And I’ve got to agree with Anne. Whether you’re a “seasoned search maven or hopeful newbie, you’ll find speakers who share expertise, new research, horizon’s edge views and knuckles-in-the code tactics” at SES Chicago.

When people talk about links, what they normally mean are external links.  We have already established the importance of external links – both inbound and outbound – but we have not really placed that much importance on internal links.  Are they important anyway?  I believe they are.  But before we continue, let us define what [...]

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According to Abbey Klaassen of Advertising Age, YouTube plans to launch a new feature called HotSpots this week that will allow “video creators to monitor how viewings rise and fall within a video.”

Klaassen writes, “HotSpots plays a video alongside a graph that maps whether the audience is lower or higher than average for a particular length of video. When the graph goes up, the video is ‘hot,’ and more viewers are watching — because there’s either less attrition or some viewers are fast-forwarding or rewinding to isolate a particular point in the video. When the graph goes down, the video is ‘cold’ because viewers are leaving the video or skipping to another part of the content.”

Klaassen adds that YouTube plans to unveil another service, called Visible Measures, which measures audience engagement within a video.

I can’t find any additional information about YouTube’s HotSpots or Visible Measures, so it appears that Abbey has a scoop.

In her article, Klaassen also interviews Matt Williams, a senior at State University of New York-Brockport, who makes funny videos and with his friend Andrew Reynold under the YouTube channel name StanleyJenkins. Williams estimates that optimizing videos based on YouTube Insights data has doubled his traffic.

Williams also noted that most of his video traffic was referred from related videos. That’s something that I also highlighted during my presentation at SES San Jose last month.

Li Evans of KeyRelevance interviewed me following the Video Search Engine Optimization (VSEO) session about the importance of related videos — and the benefits of reaching out to influential bloggers to ask them to embed videos in their blogs. Check out Li’s interview below.

VSEO - Video Search Engine Optimization - with Greg Jarboe

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