On November 5th, 2008 wrote on the subject of Blogging,Industry News,Organic Search Marketing,Social Media.

SMX London – 25 Killer Tips, Tools And Strategies.

Having just got back from SMX London I thought that rather than be one of 50 recap blog posts I thought I would try to do something a little different.

Sitting though about 15 hours of presentations and Q&A over the past couple of days was no mean feat. I’ve got a lot of sympathy for people with a short attention span!

Taking this sentiment on board I have put together a list of the best hints, tips, tools and strategies from the past couple of days, not just from the speakers themselves, but also picked up from around the conference halls and bars.

  1. Download the Microsoft AdCenter Excel plugin for keyword research. It’s incredibly versatile, users can easily manipulate long keyword lists and data. It even goes as far as adding extra data sets into the mix by offering historical data and demographic breakdowns. Unfortunately, since the is currently still in beta UK specific data hasn’t yet been made available.
  2. In ushering in a new era of transparency MSN is giving users an unprecedented amount of access to actionable data though the impressive AdCenter labs, some of the best tools include,
    – Detecting commercial intention based on a URL or keyword phrase.
    – Keyword group detection tool for detecting related keywords.
    – Search funnels, for visualising search sequences and search funnels.
    – Ad text writer, for the lazy PPC marketer! Enter a page URL and it will spit out a list of ad text.
  3. MSNs webmaster centre is now displaying lists of pages your pages that are penalised, contain malware or link to pages that contain malware.
  4. “More than 60% of companies are planning to increase their PPC or SEO budgets in 2009″ Linus Gregoriadis. Recession? What recession?
  5. Keyword phrase composition – consider all of the elements that may make up your users potential keyword phrases.
    For example – Use (For school) + Action (Buy) + Price (Cheap) + Attribute (Black) + Brand (Sony) + Location (UK) + Quality (New) + Your Keyword.
    Consider the alternatives for each of these and build your keyword lists accordingly.
  6. There is a real lack of awareness of new UK laws (enforced by Trading Standards and The Office Of Fair Trading) that now make it illegal to offer fake editorial content, without first making this fact clear to the reader. This will also affect fake internet reviews, promotional blog posts and comments that don’t offer disclosure of payment. – Judith Lewis
  7. Although there is/was some obvious disagreement, the consensus is that owning the local TLD is by far the easiest way of of ensuring rankings in the correct local search engines. Other factors include local hosting, links, translation and address data in both the WhoIs and on the pages themselves.
  8. The Redfly Google Global Firefox extension is perfect for searching local versions of Google quickly.
  9. Linkbait – It is now vital to keep it on topic/niche. Wandering off topic may make things easier, but it’s probably tempting fate. Jane @ SEOMoz
  10. Facebook fan pages are live, indexed and the links are non-nofollow.
  11. The Forrester Groundwell tool is great for understanding the likely social media engagement level of your target market demographic.
  12. Social media campaigns must should be carefully planned – be sure that you know who your audience are, which social media channels they’re likely to use, the creative message that you want to get across and your delivery strategy – Ciaran Norris
  13. Vanessa Fox – Duplicate content across local TLD properties “should” be properly dealt with by Google, the correct verion “should” be delivered in the equivalent local version of Google. – Notice emphasis ;) Again, I would say to be sure to have key content rewritten.
  14. Use psychological hooks in your linkbait. Take your core niche and add in a social media angle – environment, politcal, geeky etc. Be aware of the linking demographic, they’re typically male, intelligent and tech savvy. Linkbait isn’t linkbait if it doesn’t elicit links! – Lyndon Antcliff, Cornwall SEO
  15. Use search operators to find expired pages such as keyword+”this page is no longer available” either, contact the page owners for them to add a link to content on your site, or, contact the sites linking to the expired page asking them to link to your content instead. Tom @ Distilled
  16. Keep an eye on competitor business closures or bankruptcy, this gives an opportunity to either buy they domain, or contact sites linking to them to link to your site instead. Wiep Knoll
  17. Use forums and similar Web 1.0 communities for user generated linkbait
  18. Always try to use your keywords in the article title of linkbait pieces – it really helps getting your keyword phrases in links.
  19. Try launching linkbait on forums before onto social sites. In this way you can test it’s effectiveness, get feedback, and frequently pickup better quality content.
  20. Avoid foreign links from foreign sites, in large quantities these can be an obvious flag for closer inspection. Jay @ LinkFish Media
  21. Some “killer” tools worth taking a look at – Linkscape, Majestic SEO, TubeMogul, Optilink
  22. Buying websites for SEO can provide a competitive advantage in terms of links, or 301 redirecting the site to pass domain trust/authority and the backlink profile. Use these tactics sparingly though, too many sites being redirected can lead to a search engine penalty. Concentrate on buying traffic and relevance over PR and backlinks.
  23. Web 2.0 linkbuilding! We’re moving away from Web 1.0 methods like exchanges, link pages, paid links and comment spam, and moving towards internal link optimisation, online PR syndication, targeted PR submissions, guest writing, linkbaiting and social media.
  24. When buying domains change ownership indicators slowly, things like Whois data, hosting, design and content should be left as long as possible and changes staggered, Google will zero any link and age benefits if there is an obvious change in ownership. DaveN
  25. Finding domains for sale – Google searches, forums, DMOZ listings etc Richard Kershaw

Thanks also to Rob, Bruno, Chris, Rob, Rishil and many other people who I had a lot of fun discussing all of this with!

22 comments on SMX London – 25 Killer Tips, Tools And Strategies

  1. WOW! Fantastic overcap – you’ve really pulled out from the two days some of the best tips. I did find I was getting mixed messages on the PPC spend depending on who I spoke to though which was a bit weird.

    I like this style – I think more people should adopt it and then we’d have lots of top 25 tips… but to be honest I think your tips are hard to pick and write up :-)

    Thanks so much for mentioning about the changes to UK law I spoke about and for the link luuuuurve!

  2. Matt says:

    Thanks Judith, hopefully I’ve managed to paraphrase you correctly? It’s actually something I’m going to put together an entire post backed up with a client mailout. I think it’s one of those things that people could very easily do without a second thought and potentially wind up in trouble.

  3. rishil says:

    Bloody hell. I just gost asked to recap my thoughts on SMX and you have just made my job harder! I means its not going to be easy to beat that list you put together :)

    Awesome writeup.

  4. John Lessnau says:

    Very nice summery. It would be nice if you could do an expanded post on web 2.0 link building. I don’t want to give you more work :-O, but I sure don’t want to be left behind on this one, or are we already web 2.0???.

    Wouldn’t links in natural, relevant content, rather than in footers and sidebars be Web 2.0 link building? Ahh, I feel a new marketing idea coming on.


  5. Vinay says:

    Grear recap Matt! Thanks so much for your awesome work…provides me all I wanted to know in a simple one page summary. Saved my time!


  6. Matt Ridout says:

    Great run down! Thanks for the list!

  7. Jurga says:

    Excellent list, another useful tools I picked up at this year’s SMX were http://crazyegg.com/ and http://www.adgooroo.com/

  8. Chirs Longton says:

    Fantastic post Matt. I think you’ve managed to pull all the best bits out of the bag there. 10 out of 10 for remembering all that. It will act as a good starter to start using some of the techniques and tools that we were mentioned over the two days.

  9. Dave Dugdale says:

    Thanks for sharing the 25 tips.

    I was thinking what it would be like if a lot of people that attend the conference came up with their own top 25 tips to share and then present them on one site. That might be a neat idea for the company putting on the conference.


  10. Patricia Skinner says:

    Matt the industry could do with a whole lot more reporting like this. I’d pay for it. :) Do keep it up. I’ve submitted this to all my social media haunts.

  11. Matt says:

    @Rishil – Sorry! I’m sure I left some out :)

    @ John Lessnau – The Web 2.0 linkbuilding was formed as part of a semi-drunken conversation in a pub after the first day! It’s certainly something I would like to expand on. Maybe I’ll do a follow up post on that next week.

    @ Dave Dugdale – Awesome idea, I’d love to see something like that. If anyone has any more that I have missed feel free to add them.

  12. Lyndon says:

    I guess my psychological powers were not enough to get a link from you, re No. 14 ;)

  13. Matt says:

    @ Lyndon – You obviously didn’t drop enough trigger words like sambuca, geek and ice cream into the presentation to elicit a link! Fixed it for you though ;)

  14. Ogilvy Feeds » Blog Archive » SMX London 2008 Recap says:

    […] case you can’t be bothered reading all of the above, here are 25 tips picked up at the […]

  15. James Poole says:

    Thanx for the roundup matt, saves me reading through a million different posts on the SMX

  16. Useful Links: Seth Godin, PPC tools, Link building says:

    […] books he has authored. So if you have 1/2 hour to play with, I do think you should watch this. SMX: useful tools Great conference and here are a few really useful tools worth looking at. Since I’m mindful […]

  17. Andy says:

    What an amazing list!

    It’s a good substitute for not paying the entrance fee to this event :)

  18. […] SMX London 2008: 25 Killer Tips By Wiep […]

  19. […] are not sure about what to expect from such a large scale conference, you may want to read a great summary of SMX London 2008, compiled by Matt […]

  20. Ross says:

    Great list – I like tip 8 – I have just installed the firefox extension. Thanks for the useful tips

  21. Wikaniko says:

    Great. Thanks for the tips. I need all the help I can get :) SEO seems to be a mindfield and always something new to learn.

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