“Whether it’s deciding what the best sources of information on search marketing are to the most important skills for practicing search engine optimization, these polls offer a glimpse of what’s on the minds of our appreciated readers and possibly the search marketing industry at large.”
Lee Odin

In the post TopRank shares data mined by asking weekly quesions in readers polls where the following topics were queried over time:

• What do you do when you can’t think of something or you’re not motivated to blog?
• What kind of social media do you personally use most often?
• What conference has been the best for gaining “how to”
• SEO/SEM knowledge?
• What is your favorite SEO/PPC Forum?
• Which is the most useful online marketing discussion list?
• Name your top non-standard search engine online marketing channel.
• What is the most popular non-SEO service you provide to SEO clients?
• What type of SEO skill is most important?
• Which Print Magazine Covers Search Marketing the Best?

The results make valuable reading.

It seems in Rand’s early days as an SEO speaker he was concerned that he would not be recognizable as he transitioned from his online identity to the physical world as a conference speaker. Hence he began the yellow shoes tradition with  those bright designer Pumas.



“It’s about unlocking the potential and learning how to market and bring to market [search products] in a more creative way. Focus on the basics is at the forefront.”  It’s clear from listening to Steve Berkowitz that working to engage Microsoft’s huge audience throughout the world is paramount. Also he repeatedly referenced Microsoft’s commitment to making search available in other UI’s (user interface) and user experiences. This means integrating extended search functionality in MS Messenger, Xbox and other MS products. [Get full SES coverage @ SES Roundtable]“The question becomes over time “how do we show value to partners, advertisers, content creators, and consumers in the search ecosystem. Steve stressed the goal of “operational excellence.” The evolution of a standalone PC to a network to the Internet is what’s next at Microsoft.  As a company they are focused on ways to extend the “Windows experience” to the Internet. Windows live is becoming an extension of the Windows desktop out onto the Internet. For Microsoft it’s about getting those search products right, especially the integration with of major brands like Microsoft Office and Windows OS.

Danny asked “will it be satisfactory for Microsoft to be #3 [in search] so long as it is a very successful business unit?” The Microsoft search “Chief” answered that goal in search is to “first reach critical mass, enough audience delivered to advertisers and no, it’s never satisfactory to be anything but #1.”

Danny pointed out that many customers get MS search as the default on a new computer and asked if MS perceives this as a particular edge in the marketplace. “Let’s earn it with the customer” Steve responded.  “If someone trys to change a default MS search [on a new computer] I want the customer to be ‘pissed off’ that someone is attempting to change [search defaults] away from a Microsoft search integration that customers love. “There are a large percentage of consumers that don’t change things from when the purchase their computers. The experience MS builds in to OEM partners’ new computers has to be a compelling experience for the end users.”

Steven would not comment on a potential “someday” deal with Yahoo.  There was even a visit from “Ms. Dewey” the actress featured in Microsoft’s experimental search engine. She harangued Danny and Steve for a few minutes before making her exit.

Steve noted “If we leverage the assets we have from Xbox, Desktop, Office MS will be able to ‘crack open the box’ of applications presently in the MS labs” which Steve called “awesome.” He specifically mentioned 2 new initiatives, IP TV and “Playtop Desktop.”

Acknowledging the Past
“This company has So much innovation, creative and talent, yet we as a company have not done a very good job at making us cool. I was just amazed at the level of technology behind the scenes we have not been nimble or bold enough to bring to the world. We’re going to build an amazing business and have a much greater share of the 5 billion dollar search business.” Steve approaches his tasks with a guerilla mentality as if he’s a little guy competing with all other MS API developers. “It’s not about leveraging windows. It’s about the audience. We have to earn our place in the value chain. We have to build on top of the MS API and the MS applications like everybody else. We strive to be the best developer shop for building on top of the windows platform.”

Microsoft Vs. Google and Yahoo
“It’s not whose ahead or behind. We all have great audiences. Microsoft has one of the largest audiences on the web. Other search engines are better at cross-engagement of user experiences, the way they make services act together. MS could get better at integrating search into other experiences. The advantage MS has is it’s reach. There are very few companies in the world in a financial position to invest in what’s next. Even operational issues like data storage for the next generation of search requires a huge infrastructure. MS has the ability of maturity which could be an advantage. We’re going to be a great partner for advertisers and publishers. “

Steve closed by noting that “It’s been 11 months [at MS] and every time I move about the ship I find new and exciting things and exciting people. “ Here are Steve’s word association responses to Danny Sullivan’s traditional “Lighting Round” conclusion:

Google: “amazing”
Yahoo: “working hard”
AOL: “trying to hold its own”
Ask: “love it” (“you can’t take that away from me.”
MS: “potential”
Steve: “having fun”

Later when talking to a representative from Chrysler Gregory Markel was overheard quipping that Infuse needed to create the tool initially because the submission process can be “such a pain!” Stay tuned for more information. Certainly video SEO tools for the submission and tracking of online videos will be come a more prominent SEO tool niche in the future.