Thursday, October 3, 2013
03:15 PM - 04:15 PM
|Location: ||Grand Ballroom|
From rich snippets to the Google Knowledge Graph to Bing Snapshots semantic technology has transformed the look, feel and functionality of search engines.
Have these changes undermined the ways in which websites are optimized for search, effectively “killing” SEO? Or are tried-and-true SEO tactics still effective? And what does the future hold for SEO in a semantic world?
- Do semantic technologies render spammy SEO tactics ineffective, or at least less effective? Do these technologies open up new possible spam exploits?
- The rapid, wide-scale adoption schema.org has been driven by SEO considerations. Yet the data and code quality of many, if not most, deployments is poor. Should semantic web technologists and advocates be concerned about this, or just let nature take its course in terms of data and code quality?
- Measuring success in search has never been harder: semantically-fueled search results don’t fit neatly into the “10 blue links” model, and traffic derived from semantic search is increasingly impossible to trace back to a keyword query. This is increasingly a problem for search marketers eager to employ semantic technologies, who must prove that investing in these technologies is profitable. What success metrics can be used? And might in be in the interest of the semantic web community to help SEOs develop methods of measuring semantic search success.
- Links are critical to SEO success and, of course, to Linked (Open) Data. Google, in particular, has been increasingly issuing unilateral decrees about the sort of links it finds acceptable to crawl. Are the search engines’ SEO-facing strictures about links retarding progress with linked data, or are they helping to produce a “cleaner,” less spammy link graph?
Aaron Bradley is an in-house internet marketer based in Vancouver, BC, specializing in organic search engine optimization for enterprise-level websites. Aaron has worked at improving the search visibility for sites in numerous industries, including gaming, ecommerce and news. A former librarian, Aaron has had a keen interest in the semantic web for many years, and is a leading advocate of improving SEO through the application of structured data and other semantic web technologies. In addition to SEO, Aaron also works on information architecture, user interaction design, conversion optimization and website analytics.
David Amerland’s involvement with the Web goes back to the days when the number of websites in existence could fit in a printed 80-page directory and SEO consisted of keyword stuffing and pixel-wide hidden text. Since those less enlightened days he has worked with blue-chip multinationals and individual entrepreneurs alike helping them craft SEO and social media marketing strategies that work with their internal cultures and deliver value to their target audience. He writes for Forbes, HP UK, Social Media Today, and blogs on his own website, HelpmySEO.com. When he is not writing or surfing the Web he spends time giving speeches on how social media is changing everything.
Duane Forrester runs the public outreach side of the Webmaster program for Bing. He is a Senior Product Manager with Bing’s Webmaster Program. Previously, he was an inhouse SEM running the SEO program for MSN in the US & Americas. He's also the founding co-chair of SEMPO's In-House SEM Committee, was formerly on the Board of Directors for SEMPO and is the author of two books: How To Make Money With Your Blog & Turn Clicks Into Customers. Duane has been working as an SEO for over a decade and has offered assistance to many large companies such as General Motors, GAP, Wal*Mart and more.
Recruited from a teaching position while studying for her doctoral degree, to build expert trading systems on Wall Street, Barbara Starr has worked in the area of Semantic Technologies for the past 2 decades in many domains and has watched the evolution of the Semantic web. She subsequently spent almost a decade at SAIC, and was PI for many government projects (including acquaint which led to Watson, HPKB, which was the genesis for the semantic web) and others. After starting her own consulting business, she then continued to work with DARPA and SAIC. Overstock was her first foray into the e-commerce and SEO world, and she has not looked back since!
Mike, a self-confessed SEO addict and über-geek, leads the SEO service at SwellPath, an inbound marketing and web analytics consultancy in Portland, Oregon. He is also a board member at SEMpdx. Mike is fascinated with search experience optimization, structured data and semantic markup, and web technology. Beyond SEO consulting, Mike is passionate about blogging, speaking at industry events, and advocating for progressive company culture. Outside of the office, he spends his time enjoying the Oregon outdoors with his wife, running, and weightlifting.