Event Coverage: Lee Odden's Speaks at BlogWorld New York, 2012

In a world where SEO experts dominate the search bar and Edgerank consultants top the social streams, Lee sees the full picture and clearly communicates the ultimate optimization we are all searching for.

Individuals who can understand, communicate and implement the perfect mix of technology with human behavior are rare and Lee Odden is one of today's thought leaders of online optimization.

As search engines, social media, mobile apps and content marketing are converging, and consumers are using numerous ways to discover, consume and act, it becomes increasingly more challenging to stay ahead of the learning curve and implement best practices. 

Lee's view on optimization sees beyond the tactile approach using links, keywords and code and combines the online user's behavior as it relates to the full customer lifecycle.

As CEO of TopRank® Online Marketing and author of Optimize, Lee presented at BlogWorld & New Media Expo in New York in June. With 220 speakers covering 175 sessions throughout the conference, Lee's keynote presentation was captivating with human storytelling, informative with rich statistics and encapsulated the full room of digital media professionals. Moreover, his understanding of new media and internet marketing is unmatched. His holistic approach to marketing optimization demands attention. 

Here are the three main takeaways from his enriching presentation on today's optimization:

Optimization: Strategy Over Tactics

C-Level executives understand the importance of being found online. With the 12 billion Google searches per month that lead to 89% of purchasers to buy, there is no doubt that the science behind search is a necessary component to B2B and B2C business growth. Understanding the algorithms is critical, but combine the social sharing and mobile interactions that drive online behaviors and move customers to act beyond the clicks, and suddenly there is a concoction of customer touch points that must be considered.

This is the is the ultimate optimization digital marketers need to be searching for and implementing.

Optimization: Longevity Over Linkbait

Online optimization has evolved from measuring just the click and traffic results. Once the full lifecycle of customer behavior is understood, the value of online engagement is found in the longterm relationship.

While many online experts are using linkbait strategies that salivate for that one click, Lee describes this approach as “a one-night stand” of online optimization. This sort of online jack-in-the-box traffic management does not build trust and conversion that really meets the needs of anyone except the linkbait developer. An accumulative collection of results that impact the end results has more of an impact on the overall success and growth.

Optimization: Quality Over Quantity

Lee stated that online optimization is no longer “just about blogging, SEO or social media. It's about being thoughtful and intentional, not about making more content.”

A press announcement published on your website, or placed on a free newswire service may be helpful to boost SEO results, but, users won't likely recommend a company's press release to their friends on Facebook. A press announcement is informational and can help with search, but limits the spreadability factor. To take advantage of the social sharing that increases exposure, today's online optimizer must be publishing content that is more infotaining in nature.

Publishing infotainment in addition to press announcements is one of the numerous tips Lee shares to reach the highest potential of online optimization. Additional advice, best practices and statistics can be found in Lee's book, as well as his posts at Toprankblog.com.

Additional content on this topic will be published in the fall issue of Visibility Magazine. Subscribe today >

About the Author

Since 1999, Andrea Cook's consultancy, The Midas Center has provided award-winning services to help build brands and buzz. Through her latest practice, EventCorrespondent.com, she captures expert content while reporting live, on-site as an event correspondent from industry-leading events. 

Follow @andreacook via Twitter or Google The Midas Center for more details. Contact Andrea via email or by phone (574) 933-3999.

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