WordCamp Chicago 2009
Blogs – Still The Center of Content Strategy
David Dalka
Search Engine Marketing Management Consulting
http://www.daviddalka.com
@dalka

Why blogs?
Please tweet answers - #wcchicagowb

History of Creating and Measuring Authority

2002-2007 Technorati Link Counting (Errors)
“It has no significance at all in reality. Nobody
cares about it. It is undeserved and means
nothing.” – Andreas Viklund
http://andreasviklund.com/blog/webdesign/check-out-my-technorati-rank/

2005-2008 RSS Feed Subscriber Counts
TechCrunch created most of it’s early
validation via RSS subscribers, now it
displays RSS in it’s footer!

2007-2008 Facebook Wall Applications
Lesson: Social Networks Change Terms of
Service (Linkedin, Facebook, Yelp (see Feb
2009 Eastbayexpress.com article, etc))

2007-???? Twitter Follower Counts
How much of this stuff actually gets seen?

2010 and Beyond
Who
Knows
??????
Lesson: It will change (again & again)
So where can you own your Terms of
Service?

You Can Own Your Content & Terms of Service
Your Domain &
Self-hosted Blogs
Content is indexable in search
engines which bring relevant traffic!

Question
What is the most popular social
media site launched in 2009?

Do You Recognize Tweetmeme.com?

Do You Recognize this? Absolutely!
Plugin #1: Install Twitter Retweet (Tweetmeme)
Plugin #2: Twitter Tools – Blog Posts to Twitter
Plugin #3: Sociable – One Click SM Submissions

Consumers Now Expect Pull Marketing &
Customer Experience Is Now The Brand
“Search engines and user generated
content are creating focus on a
brand’s niche attributes and user
experiences when interacting with
the brand. Embrace this by adapting
your business strategy to pull (search)
marketing, listening and innovating”

Is this really totally new?
Or the overdue return of great customer service?
Relevant engagement
Chicago Tribune graphic, February, 2009

Almost Brilliant…But…
Transform Legacy Budgets and Organizations!

Social Media / Blog Engagement Is Not Enough -
Innovate Customer Experience
= Dell 2.0
“My plea is simple. Empower your customer service people to simply
replace things that don't work rather than making them jump through
whatever procedures you have in place that clearly don't work.”
- Danny Sullivan on daggle.com
Blogs and Social Media has created two-way
conversations requiring listening & reaction.
How you react is now your brand definition.
Gifted marketers need executive management to
remove barriers to customer satisfaction!

Example: Reducing Addiction to Media Spend
SEO Raised Site Traffic 45%, Increased Leads
Reduced $15,000 yearly Yellow Book spend
Revenue Maintained
Improved Business Profit!!!

Can We Remove Innovation Barriers?
Legacy budgets, silos &
5 year plans prevent
customer focus & stifle
innovation. Be nimble.
“Businesses are not paid to reform customers. They are paid to
satisfy customers.”
- Peter Drucker
“An organization’s ability to learn, and translate that learning into
action rapidly, is the ultimate competitive advantage.”
- Jack Welch

6 Online Marketing Strategy Success Rules
Create rapid cycle time improvement culture
Empower customer satisfaction
Recruit passionate, Internet savvy generalists
Always see abundance, there is no downside
Experience is the brand, create positive WOM
Migrate budgets towards content strategy

Search Engine Marketing Resources
SearchEngineWatch, SearchEngineLand,
Sphinn, Matt Cutts, SES Chicago (December)
SEO 101 Podcast – podcast.neo1seo.com
Joost de Valk – plugin writer and SEO -
yoast.com/artciles/wordpress-seo/
Jordan Kasteler – Hard Core Geek SEO
jordankasteler.com/utah-seo-pro-blog/seo-pro-
blog/seo-for-wordpress-searchfest/

The Lost, But Important Fine Art of the Trackback
Plugin #4: Use Trackback Validator .71
I’m more likely to link to a blog w/trackbacks

Let’s Talk Keyword Research & Anchor Text Links
Google Keyword External is directionally correct
Think about anchor text when you link!

Spread Link Love Through Your Blog & Use
Google Webmaster Tools
Plugin #5: WordPress Related Posts
Plugin #6: Use Google XML Sitemaps & Check
Google Webmaster Central Error Messages

Thousands of People Are Still Searching For
Marshall Field’s Every Month!!!

Marshall Field’s SERP
- Please link to http://fieldsfanschicago.org
with anchor text “Marshall Field’s” to outrank
Macy’s (Why does Macy’s rank here BTW?)

David Temple – Convicted of Murdering
Pregnant Wife

My Friend David Temple - Paid Search Pro
Living in Singapore
- Please link to http://semscholar.com with
anchor text “David Temple”
- (He has been known to “kill” a beer or two)

Thank You!!! Questions Please!!!
David Dalka
Web Analytics Marketing Management Consultant
http://daviddalka.com
@dalka
david_dalka4gsb@yahoo.com
SLIDESHARE: tinyurl.com/wordcamp2009-dalka
Search Engine Marketing & Social Media
creating an urgent need for a new breed of
executive management leaders qualified to
lead complex organizational change/redesign!