Are you going to Search Engine Strategies New York, which will be held March 23-26, 2009? Of course you are. It takes less than a New York minute to make that decision.
SES New York is a not-to-be-missed event in the search industry. I've been attending each and every year since 2004. And I attended SES Boston in 2002 and 2003, before the spring conference and expo was moved to the Big Apple.
Why do I keep coming back year after year? Because search engine marketing (SEM), search engine optimization (SEO), and pay-per-click (PPC) advertising are not static fields. You can't learn the industry best practices in a week and then continue applying them without getting an annual update.
Let me share a recent conversation I had with an unnamed organization. (All I can say is that it's big, which is why it wouldn't want its name dropped in a blog post.)
This organization's website was built seven years ago. And it was “optimized” back in 2002. But nobody inside the organization could understand why the website didn't have high rankings anymore.
I diplomatically observed that the website had been optimized back when AltaVista was the leading search engine. Who knows, maybe it still ranks well in AltaVista – but that doesn't matter anymore.
And one of the industry best practices back in 2002 was changing the Meta keywords tags. Hey, I still remember those days like…they were yesterday.
So, I had to explain politely that no one in the organization had made a mistake in the spring of 2002. It's just that AltaVista dropped its support for the Meta keywords tag in July 2002, prompting Traffick.com's Andrew Goodman to declare “the end of the metatag era, full stop."
Oh, and during 2002, Google charged past AltaVista to become the leading search engine. And Google never supported the Meta keywords tag.
In other words, things change in the search industry.
A couple of years back, I tried to get a handle on the pace of change and discovered that about half of what I had learned the previous year was obsolete. That's why I had to go back to SES New York each year to discover which half.
And then the pace of change increased. Today, I estimate that about two-thirds of what I learned last year is now obsolete.
Hey, anyone still optimizing the video on their website for Google Video and Yahoo! Video?
Well, according to comScore Video Metrix, YouTube.com accounts for more than 98% of all videos viewed at Google Sites. (This means Google Video accounts for less than 2%.)
As for Yahoo! Video, while it began as an internet-wide video search engine, it added the ability to upload and share video clips in June 2006. And Yahoo! Video launched a re-designed site in February 2008 that changed the focus to Yahoo-hosted video only.
Meanwhile, comScore just reported that 97 million viewers watched 5.1 billion videos on YouTube.com during November 2008, ranking it as the top U.S. video property. MySpace.com ranked second, with 52.5 million viewers watching 371 million videos that month. Neither are video search engines.
And this is just one example of the kind of changes that can fly past you like a stealth jet under the radar.
This is what makes SES New York 2009 a not-to-be-missed event in the search industry. Even if you've attended in the past, you can't afford to miss the latest twists and turns in this ever-changing business.
So, you know you're going to Search Engine Strategies New York. It's a no brainer.
Then, here's a tip: Register by Friday, Jan.9, 2009, and you'll save up to $700 with the Early Bird Rate. That's tomorrow! Just do it.
Now that I've done you a favor, maybe you can do me a favor.
At SES New York 2009, we plan to do some more “Escalator Pitches” like the ones we did last year. An Escalator Pitch is like an elevator pitch – except the escalators at the Hilton New York move much faster than the elevators. Check out the YouTube videos below to see what I'm talking about.
So, if you've got a story to tell that can be told in the time it takes to get from the bottom to the top of the escalator (or the other way around), just let me know. You can email me at Greg (dot) Jarboe (at) SEO-PR (dot) com.
Get it? Got it? Good!
Optimising Digital Marketing Campaigns with Search, Social and Analytics
At SES London (9-11 Feb) you'll get an overview of the latest tools, tips, and tactics in Paid, Owned, Earned, Integrated Media and Business Intelligence to streamline your marketing campaigns in 2015. Register by 31 October to take advantage of Early Bird Rates.