Our own Jonathan Mendez spoke at SES San Jose yesterday. And while the DigitalGrit blogger wasn't there to blog the event in person, Search Engine Roundtable, fortunately, was:
Jonathan Mendez, DigitalGrit, Inc.
“Understanding your customers improves your business!”
Searcher behavior gains insight into:
Keyword pahrses(sic).
Natural search use
Paid placement use
Competition review“Nothing is better than face-to-face interaction with clients in order to gain their goals.”
Discovery and Understanding user goals is key to successful SEM. Must differentiate betwwen defined and latent goals.
Defined goals are easy to discover: research popular keywords.
Latent goals: “Invisible keywords” that remain inside user’s head. If you can draw these out = success. Latent goals focus more on relevance
Read the full post (which includes more of Jonathan's session as well as others).
...also, if you're at the show, visit DigitalGrit at booth 731. We've got our friendliest staffers out there, and they've got music download cards and an MP3 player to give away!
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