Tag Archives: search

82: The Joy of Search

halliganIn the arcane world of search engine optimization, HubSpot of Cambridge, Mass. has made a name for itself by simplifying and automating the process. HubSpotCEO Brian Halligan knows a lot about how search engines work and how businesses can optimize their Web presence for search results. He calls it “inbound marketing.” Forget about playing games, Halligan says; it’s all about delivering quality content. HubSpot offers some free utilities — Website Grader, Twitter Grader and Press Release Grader – that can help. These services assess your site’s search performance and suggest ways to improve it. HubSpot also offers a suite of low-cost, do-it-yourself tools that marketers can use themselves, without paying for SEO consultants. In this interview, Halligan offers some tips for optimizing search performance.

Listen to the podcast (19:12) (Right click and save to download)

46: How to find influencers

Paul’s writing a book, and he’s devoting a chapter to hands-on techniques for finding influencers online. It isn’t as simple as it sounds. Google indexes only a small percentage of online content and no search engine taps in to all the features of the various photo-sharing and social network sites. This week, Paul talks about what he learned conducting influencer searches on behalf of a mythical Quebec resort. Step one: master advanced search. It will save you a load of time. Learn how read tags. And understand that del.icio.us is actually a very powerful influencer search engine.

Download the podcast (19:26)

41: Putting search and recommendation engines in perspective

This week’s show was prompted by this amazing list of the best Internet marketing blog posts of 2007 by Tamar Weinberg.

With so much focus on search engine performance and user recommendations these days, PR pros may be tempted to spend all their time learning how to game the various traffic drivers that are sprouting up all over the Internet.  Sure, it’s always nice to get a traffic boost from Digg or StumbleUpon, but the value of that traffic may not be worth the effort.  The fundamental skills of PR — creating compelling content, building relationships and delivering on a message — are still critical in the Age of Search. This week, David and Paul try to put the recommendation engine craze in perspective.

Download the podcast here (13:04).

40: A look ahead

This being the final Tech PR War Stories podcast for 2007, David and Paul thought they’d stretch out a little and ruminate on what’s ahead for 2008. Here, in no particular order, are their predictions. It’s going to be another wild year for tech PR, but one in which savvy PR pros can elevate their status with employers and clients:

  • The end of beats at technology publications. Reporters will become more generalized and contract experts will contribute more of the specialized coverage;
  • Fragmentation in coverage of technology; it will come from a variety of sources;
  • Google will buy Second Life and Skype. Paul sees big opportunities for the search giant to leverage those core technologies into franchise businesses;
  • PR pros will have to do a better job at creating meaningful relationships with press. They’ll also have to reach out to unexpected places for coverage;
  • Increasing concerns about privacy in social networks. Facebook’s Beacon was just the tip of the iceberg;
  • The Wall Street Journal will become a free service. Rupert Murdoch has already made it clear that he wants to take the paper in this direction and that will have big implications for tech coverage as the Journal asserts itself as a major online news force;
  • The rise of social search, addressing some of the inherent limitations of search. Mahalo and WikiaSearch are early proofs of concept of an evolution of the search utility;
  • Vendors will increasingly become publishers and will need help from PR people to create useful and interesting content.

What do you think? Post your comments below and please continue to offer suggestions and sources for future Tech PR War Stories podcasts.

Download the podcast here (19:00).