Below is live coverage of the Neuromarketing & Successful MEGA SEO Framework panel from the PubCon 2011 conference.
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Barry Schwartz:
1:28:12 pm
Starting soon...
Barry Schwartz:
1:29:20 pm
Barry Schwartz:
1:32:00 pm
Neuromarketing - One of the Hottest Topics in Marketing by Roger B. Dooley
Barry Schwartz:
1:32:43 pm
Barry Schwartz:
1:33:13 pm
He shows a short video clip - half of marketing $s are wasted. 30% of ad campaigns produce little to nothing.
Barry Schwartz:
1:34:30 pm
The concept of neuromarketing started with BrandWash
Barry Schwartz:
1:35:29 pm
It is a controversial topic
Barry Schwartz:
1:35:32 pm
Barry Schwartz:
1:36:05 pm
If you are asking your customers what they want, you are doomed.
Barry Schwartz:
1:36:17 pm
Why? People have bad memories.
Barry Schwartz:
1:36:45 pm
Also, people had no interest in the iPod before they came out.
Barry Schwartz:
1:36:51 pm
Focus groups influence each other
Barry Schwartz:
1:37:06 pm
A tricky question is why did you buy that product?
Barry Schwartz:
1:37:14 pm
You can't believe the answers.
Barry Schwartz:
1:38:51 pm
There is neuroscience which included EEG, fMRI, MEG and biometrics. Then there is behavioral science method.
Barry Schwartz:
1:39:04 pm
Barry Schwartz:
1:40:30 pm
The GoDaddy ad from the super ball ad had least brain activity but it did work.
Barry Schwartz:
1:40:42 pm
He shows pictures of various scanners for brains and such
Barry Schwartz:
1:41:16 pm
Barry Schwartz:
1:42:31 pm
Another technique is facial coding... Measuring small facial expressions
Barry Schwartz:
1:42:53 pm
Barry Schwartz:
1:43:55 pm
Barry Schwartz:
1:45:49 pm
The science is currently limited...
Barry Schwartz:
1:46:50 pm
50k to do a brain study, instead, his book takes the strategies of some past studies into actionable items
Barry Schwartz:
1:47:20 pm
Barry Schwartz:
1:48:16 pm
He is offering one guy $10 but he has to decide how to split it with the guy across the room. The guy on the other side of the room has to accept, if not, no one gets it. So he said $5 and the other guy accepted it.
Barry Schwartz:
1:48:31 pm
So here it ended up with a good result.
Barry Schwartz:
1:48:58 pm
It doesn't always end up that way... Fair deals only about 50% come out good. 33% end in failure.
Barry Schwartz:
1:49:31 pm
Barry Schwartz:
1:49:48 pm
If you want to do a deal, socialize first and then do the deal.
Barry Schwartz:
1:50:23 pm
People who were exposed to an image of currency as opposed to a neutral image, like a fish, they were half as likely to help an experimenter that needed experience.
Barry Schwartz:
1:51:31 pm
He said simple fonts convince people
Barry Schwartz:
1:53:07 pm
That is all. Obviously not SEO related but that is coming up in a few minutes.
Barry Schwartz:
1:54:40 pm
Next up is Successful MEGA SEO Framework for Any Organization by Derrick Wheeler
Barry Schwartz:
1:57:23 pm
Derrick is starting soon
Barry Schwartz:
1:59:06 pm
Barry Schwartz:
2:01:29 pm
Barry Schwartz:
2:01:37 pm
That is how he felt when he first started at Microsoft.
Barry Schwartz:
2:02:20 pm
In a large organization, what does success look like?
Barry Schwartz:
2:02:24 pm
Barry Schwartz:
2:02:42 pm
They built out an SEO Framework
Barry Schwartz:
2:02:54 pm
Barry Schwartz:
2:03:06 pm
There is the framework... They have six step process
Barry Schwartz:
2:04:33 pm
He is explaining this framework a bit in detail...
Barry Schwartz:
2:05:58 pm
They are migrating all their analytics to one analytics package, so they can compare it to other sites in their network
Barry Schwartz:
2:06:56 pm
Here is an example, this is microsoft.com, crawl summary
Barry Schwartz:
2:07:14 pm
Barry Schwartz:
2:07:21 pm
Look at the number of pages crawled and crawl errors, something is wrong.
Barry Schwartz:
2:09:37 pm
One of the issues is inconsistent URL structures.
Barry Schwartz:
2:09:51 pm
Barry Schwartz:
2:11:49 pm
Barry Schwartz:
2:11:55 pm
Not sure if you can make out that email, it is an email he got internally
Barry Schwartz:
2:12:50 pm
He has to figure out what this guy is talking about, how to optimize for it and how to deal with it.
Barry Schwartz:
2:13:10 pm
Michael Martinez:
2:13:12 pm
The email is blurry.
Barry Schwartz:
2:13:19 pm
Hopefully that is better.
Barry Schwartz:
2:13:24 pm
Click on it to enlarge.
Barry Schwartz:
2:13:55 pm
On any given day, they might get two or three emails that says, "I have a keyword that I want to rank for. How can you help me?" He said, that is not scalable.
Barry Schwartz:
2:17:01 pm
Barry Schwartz:
2:17:06 pm
Here is one of their dashboards...
Barry Schwartz:
2:17:26 pm
12% of their traffic years ago was from search engines, now it is over 25% - so it is nice.
Barry Schwartz:
2:18:24 pm
They have a great framework for reporting which took over two years to put in place
Barry Schwartz:
2:18:25 pm
Barry Schwartz:
2:19:09 pm
If you are doing mega seo, you need to have a system to detect issues on your sites. You can't do it all by hand.
Barry Schwartz:
2:19:22 pm
Barry Schwartz:
2:19:39 pm
Find the problems, tell them to fix it, if they don't, they block it using the robots.txt
Barry Schwartz:
2:22:17 pm
They also do their own SEO shows internally at Microsoft.
Barry Schwartz:
2:22:36 pm
He said it would cost a fortune to send everyone to SMX, FYI, Danny is in the audience...
Barry Schwartz:
2:24:54 pm
He plugged Nine By Blue, Outrider (their main SEO vendor) and they use other SEO firms
Barry Schwartz:
2:26:35 pm
Barry Schwartz:
2:26:37 pm
This is their lights.
Barry Schwartz:
2:29:43 pm
Now it is Q&A Time... Next session at 3:15p PDT
