Yesterday at PubCon 2012 was probably the most info packed day of the week. From the early morning news that Internet Marketing Ninjas in New York acquired WebmasterWorld Online Forums to the jam packed late afternoon Authorship session in a crowded Exhibit Hall A, my notebook was brimming and my brain was spinning. No, not from comped casino beverages, but from a virtual dump truck of information exchanged here at the second big day of SEO sessions. Standout tracks from the day were the Bing session and the Authorship discussions.
Duane Forrester from Bing delivered an amazing presentation, that has so far been my favorite track from the conference series. Entitled “What’s Up at Bing?” it was less of a – here’s what we’re doing – type of discussion, and more of a layout of the future of search and the tools that Bing has at the ready for all inquiring SEO minds. Two main things to remember when thinking about SEO in 2012 and beyond is to see the act of search as less of a one time action and more of a lengthy session. Forrester pointed out that for many things (such as a cup of coffee, a slice of pizza, or a recipe) the search may be a one and done type of deal, but for a substantial purchase, or to find a family doctor, the searcher is going to do considerable research. They are going to spend hours, even days, gathering and digesting information (good content), specs or credentials, where the business is located (local), and product or service testimonials (reviews and recommendations in their social circles). According to Duane Forrester’s data:
“44% of search sessions last a day or more”
and in order to capitalize on this, to leverage your product and your brand, you need to be focusing on a different style of search and keyword data than the current one search SEO query is looking at.
A lot to think about and digest? Yes! But, that was just the beginning of the knowledge-fest because hot of the heels of the Bing talk was the Authorship session (otherwise known as rel=”author” tagging in G+). That’s been the rising focus of many SEO campaigns since August of 2011, and it was clear that the mechanics are still hard to grasp for newcomers to the topic as they were for those of us who have been trying to keep up with Google’s changing preference for implementation methods over the last few months. There were furrowed brows, many questions, and some blank stares in the large crowd listening to Eric Enge, Stephen Spencer, and Jim Boykin shed light on the subject. At Page 1 Solutions we’ve been following all the changes and keeping up with the most current info regarding authorship, so there was not a lot of new info for us here, but it is good to know that we are solidly on the right track. Go Page 1 Ninjas!
The rest of today will be spent listening to thoughts on competitor “stalking” (aka – gathering intelligence about what your competitors are doing and analyzing the data). More about that and the final thoughts on the conference as PubCon wraps up later this evening.