Four Takeaways from SES San Jose
Building a Web Site Theme with Silos, Part Four B
If you're asking yourself what the next big frontier in search is, the answer is China. With more than 160 million Internet users, the Far East is gaining attention from both search engines and search marketers alike.
|FEATURE: Four Takeaways from SES San Jose
SES San Jose
2007 officially kicked off Monday, Aug. 20 and delivered four straight
days of sessions and exhibitors specializing in topics such as search
engine optimization, pay per click, analytics, social media marketing,
link buying and more. It was slated to be the biggest search conference
of the year, with early numbers reporting that more than 11,000 people
made the journey to Northern California just to attend. After the
exhibit hall closed down, the sessions finally ended and the lights were
dimmed, you can be sure that attendees walked away with some great takeaways from their time spent in San Jose.
A large majority of established Web sites, though carefully marketed and honed for a target audience, fail to understand the logic behind why pages are interlinked throughout their site. Interlinking a minimum of two pages causes their subjects to become connected and will either improve or degrade subject relevancy. Internal site linking philosophy contends with many potential obstacles towards creating and maintaining subject theming silos. Throughout this article series, I have asked you to clearly envision your site and ask yourself are these pages compliant with theming basics. I am willing to bet most will come to the conclusion that their site organization is not focused clearly enough for the search engines to award high subject relevance.
Though comScore reports 162 million users, others believe the number of Internet users is much, much larger, as noted by last week's One Billion Searchers session in San Jose. During SES, internationally-minded search experts like Mike Grehan, Stephen Noton and Bill Hunt converged to talk about the expanding search market in China and explain what search marketers should do in order to be a part of it. Bruce Clay's Lisa Barone attended the session and issued a full session recap on the Bruce Clay blog. Be sure to check it out.
Just two days after the popular SES session, Gemme issued an update over at Search Engine Journal about what's been happening in the search sphere over the past month in China. He shed some light on the reason for the increased number of users now heading online, and hit on all the major players in the Chinese search market. One fun thing to keep an eye out for is a possible Chat function coming from Baidu.China: The Next Frontier in Search
It's not just search marketers who are waking up to the opportunity to tackle the Far East; the engines are also paying attention. Google, in particular, is said to be on the hunt to acquire and/or invest in several Chinese companies in order to better compete with Baidu, the engine dominating the Chinese market.
As a sign of their commitment to the area, Google has released two more versions of the already established Guge News, the Chinese version of Google News. In addition to the standard version that we have here in the United States, Chinese searchers can also use a text-only or an image-only version. Google has also partnered with the Chinese Tianya.ca in order to launch a Chinese version of the now defunct Google Answers.Adhering to Chinese Customs
There is enormous potential for search marketers and for the search engines to extend their presence in China, however, success will be tied to their ability to obey local customs and form strong relationships.
Yahoo is already experiencing difficulties; they are facing a lawsuit by two Chinese journalists who they helped jail by turning over their search information to Chinese authorities. Just this week, Yahoo filed a motion to have the case dismissed, but it will be interesting to see how the case works out and whether it will affect Yahoo's relationships in China.
So far it looks like all of the engines are taking the steps necessary to foster a good relationship with the Chinese government. Last Friday, both Yahoo China and MSN China signed a "self-discipline" pact with China that is meant to "encourage" them to store the real names and contact details of Chinese bloggers and delete "illegal and bad" information from user comments.
What does all of this show? It shows that the search engines are willing to do what is necessary in order to gain market share in China's expanding search market. As we learned during SES, the key to succeeding in China is relationships, patience, diligence and an open mind. This is one region where the battle of search is just heating up.
A leaked Yahoo memo at the end of the month spelled out some big changes for the company. Hilary Schneider has been tasked with heading a new Yahoo division called Global Partner Solutions, which will be responsible for creating, delivering and coordinating global best practices for Yahoo partners. Jeff Weiner will take over Schneider's role as EVP of Local Marketers & Commerce Division, and Gregory Coleman, former EVP of Global Sales, is now out.
In non-Yahoo shuffles, James McCormick replaced John Furrier as PodTech's CEO, RustyBrick's Tamar Weinberg was named a Guest Editor at Lifehacker and Facebook's Chief Operating Officer Owen Van Natta received a title change and is now the Chief Revenue Officer and Vice President of Operations.
Google's Chief Finance Officer George Reyes has announced his resignation, David Sifry left his position as Technorati's CEO, Chris Boggs left Avenue A Razorfish to join Brulant. Fast & Search took a drastic measure, letting go of 148 of their employees in order to get "back on track". Jim Hedger is leaving SiteProNews after 12 months of editing the online publication.
In corporate mergers and acquisitions:
- Google partnered with Australian media conglomerate News Digital Media, signed a multi-year AdSense deal with CNN, and invested in Chinese portal Tianya.cn.
- Yahoo bought mobile ad company Actionality.
- Microsoft launched an experimental test side named Tafiti and paired up with Nokia to put Live on S60 devices.
- AOL launched a health site, as well as online video search site Truveo.com.
- TripAdvisor paid $3 million for the Where I've Been Facebook application.
- SEOCircuit, a place to organize meetups during search conferences, was released to the industry.
- CBSNews.com and Washingtonpost.com partnered to share coverage of the 2008 Presidential campaign.
In redesign news, Yahoo UK, Orkut, BoingBoing, StumbleUpon, and Bloglines all released new versions of their sites.
Several Bruce Clay Inc. team members made the journey up to SES San Jose last week. The show was a huge success and we had a great time meeting everyone who took the time to stop by the booth and say hello. If you weren't in town, we hope you found Lisa Barone's SES session recaps helpful. If you missed any, head over to the Bruce Clay, Inc. blog and check out our SES San Jose 2007 Archive.
Things aren't going to slow down just because the summer is coming to an end. UK search marketers can expect a UK SEO meet-up in Manchester on 14-15 September.
Meanwhile, State side search marketers will be gearing up for Bruce Clay's SEOToolSet Standard and Advanced training course on September 17-20, SMX Local and Mobile will take place in Denver, Colorado on September 19-20, and SMX Social Media takes over New York City on October 16 -17.
Aussie search marketers will also want to mark their calendars for the Australian Blogging Conference taking place on 28 September in Brisbane and Search Engine Bootcamp also in Brisbane on 5 October.
Programming note: Bruce Clay, Inc. will be holding its annual corporate retreat from Sunday, September 9 through Wednesday, September 12th at the beautiful Tenaya Lodge in Yosemite, CA. Because the entire Bruce Clay team will be out of town for the event, the SEO Newsletter will take a brief mid month hiatus in September. We’ll see you at the end of the month!
According to the latest comSore data, users are in love with Ask.com's new Ask3D interface. Traffic to Ask jumped by more than 2 million unique visitors from May to June, the month the rollout was released. Five million unique Ask searchers are now reported to be using Ask's unique left hand column.
Danny Sullivan and the gang at Third Door Media stepped up to sponsor a portion of the Women of Search Marketing luncheon that took place during SES San Jose last week.
The IAB and DMA combined to launch the first ever search marketing best practices charter in the UK, Google launched its Ad Traffic Quality Resource Center, and Shari Thurow released the latest edition of her SEO book, Search Engine Visibility.
In industry birthdays, Kim Krause-Berg's Cre8asite Forums turned five this month, Blogger turned eight, and Nathan Weinberg's Inside Google turned three. Congratulations to everyone!
Word on the Wire
Rumors of a forthcoming Google Phone continue to live on. The latest buzz is that there is a Google phone, that it's also its own operating system and that it will be out very shortly. Danny Sullivan has created a Google Phone Timeline for the seriously obsessed.
Google Blogoscoped suggested that the release of GDrive, Google's online storage product, may have been scrapped. According to the YouTube video "Googley Blues", GDrive should have been released over a year ago.
A recent interview with Steve Ballmer is being used to speculate that Microsoft may at one time been interested in buying Yahoo.
If you have any questions or comments on any of the articles above or if you would like to suggest topics for future search engine optimization articles, please contact us at Bruce Clay, Inc.