This session looked at ways to better liaise with web developers in the search marketing promotional cycle.
Nathan Buggia – Microsoft
Nathan went through some examples of internal optimisation that the Live team were faced with. One example was that Microsoft had a product that they knew by its full technical name – however online most people were searching for the abbreviated initials ‘Moss’. So whilst originally Microsoft were optimising for the internal long name, the customer base was actually searching for Moss. As a result people searching for ‘MOSS’ were going to affiliate type websites for MOSS and not to the official company pages. Once Microsoft realised what was happening they began to optimise their pages for the keywords users were searching for. The importance of understanding what users are looking for are key whether you’re an in-house SEO or working as part of an agency.