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Sessions at SXSW Interactive 2012 about Search Engine Optimization

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Saturday 10th March 2012

  • Viral Is a Dirty Word: Strategic Video Success

    by Jeremy Sanchez and Robert John Davis

    “Viral.” No word in the interactive marketing lexicon derails strategic thinking quite as effectively. Everyone wants their video to go viral, but the fantasy of millions of people discovering a video for free (without media, PR and search strategies) leads to disappointment and disillusion. Few videos ever go viral, and fewer actually need to. Good interactive video strategies don’t just rely upon massive numbers of views. From VSEO (video search engine optimization) to interactive engagement, video offers opportunities that go far beyond the limitations of viral TV2.0 strategies. Engagement and meaningful KPI’s increase the value of video to global companies as well as neighborhood cake shops – regardless of any viral impact. Learn how to optimize your video strategy to pull the levers that matter most.

    At 12:30pm to 1:30pm, Saturday 10th March

    In Capital Ballroom A, InterContinental Stephen F. Austin

  • Bringing Back the Love When Google Hates You

    by Paul Edmondson

    In a world where Google guards the gates of the Internet, the Panda update proved beyond reasonable doubt that every website is vulnerable to the search giant’s changes. While Google does a very good job, the vagaries of search algorithm updates result in decent sites losing a huge chunk of their traffic, leading to distractions of resources in trying to recoup their search traffic. In this discussion, Paul Edmondson will talk about unsuspected insights from his Panda-update experience and offer 5 key best practices that will help your site remain stable during future changes.

    Paul Edmondson is the CEO and co-founder of HubPages, a social content community where writers choose what they write, share in the online ad impressions and connect with each other via social tools. Previously, Paul was part of the executive team at MongoMusic, which was acquired by Microsoft in 2000.

    At 4:30pm to 4:45pm, Saturday 10th March

    In Texas Ballroom 4-7, Hyatt Regency Austin

  • Dear Google & Bing: Help Me Rank Better!

    by Matt Cutts, Duane Forrester and Danny Sullivan

    If you build it, they might not come, if you haven't thought about how search engines view your web site. Forget testing for Internet Explorer, Firefox, Chrome and Safari. Search engines are the common browser that everyone uses. The good news is that search engine optimization (SEO) doesn't mean terrible design or some type of black-magic trickery. Rather, there are good, sensible things that everyone should do that pleases both search engines and human visitors. In this session, representatives from Google and Bing provide this type of advice. They'll even get you up to speed on the impact that social media is playing on search results. Even better, it's all Q&A. Bring your top questions about how they rank sites and get answers directly from the source.

    At 5:00pm to 6:00pm, Saturday 10th March

    In Town Lake Ballroom, Radisson Hotel & Suites Austin-Town Lake

    Coverage audio clip

  • SEO Meet Up

    by William Leake

    Get together with other folks in the SEO industry for an hour of brainstorming, idea-building, networking, friend-making and career-enhancement. Or, attend this Meet Up to learn more about this segment of the industry.

    At 5:00pm to 6:00pm, Saturday 10th March

    In Boardroom, InterContinental Stephen F. Austin

Sunday 11th March 2012

  • Voices Carry: Why Authentic Brand Voices Matter

    by Michael Dutton, Tim Stickelbrucks, Sharon Feder, Sarah Passe and Shawn Amos

    A well thought out, authentic, and strategic digital content program is more important than ever for driving social media strategy, increasing user engagement, and building syndication relationships. This panel will debate and discuss the business case for well crafted editorial and video content as well as the necessity for authenticity, properly marrying a brand's voice with SEO and the defining line between farmed, borrowed and genuine expert Branded Content. The panel will feature executives from Amos Content Group, CAA, Associated Press and will be moderated by What's Trending co-host Melissa Rowley.

    At 11:00am to 12:00pm, Sunday 11th March

    In Capital Ballroom A, InterContinental Stephen F. Austin

Monday 12th March 2012

  • DotAnything 101: Demystifying New Domain Extensions

    by Jeremiah Johnston

    After months of discussion and debate, ICANN, the governing body that oversees the use of domain names, has finally approved the creation of suffixes based on brands, hobbies, political causes, and just about anything else. This means that major brands like Apple can create addresses ending in ".ipad," Citi and Chase could compete over ".bank" and cities like New York can—and are— leveraging “.nyc”. However, starting a new registry to manage a new gTLD (generic top level domain) will be expensive ($185,000 for the application alone), and many people still have questions about if, or how, these new extensions will ultimately benefit their brand. This session will discuss the most important things entrepreneurs, business owners, and marketers need to understand in regards to the new gTLDs, the impact they will have on search and SEO, and the unique ways companies and organizations can use them not only to increase brand awareness but also to improve customer loyalty.

    At 5:00pm to 5:15pm, Monday 12th March

    In Texas Ballroom 4-7, Hyatt Regency Austin

Tuesday 13th March 2012