I don’t know about the rest of the Internet marketing and search community, but I am super excited for Pubcon Vegas 2012! It is crazy how it is just around the corner too – check your calendars Oct 15th isn’t that far away. I will be presenting on a couple panels and moderating one this year. It is not too late to get in on some good rates BUT ACT QUICKLY – I have a code here that can still save you 20% when registering at Pubcon.com – just use code rc-5312420
I would like to thank Arnie Kuenn of Vertical Measures for taking the time to get this interview all set up and taken care of. Hope you enjoy as we talk a little bit about the upcoming show and what I will be presenting on.
Arnie Kuenn: Hello everyone. I’m Arnie Kuenn, President of Vertical Measures; a search, social, and content marketing agency in Phoenix, Arizona. Today, I’d like to introduce to you, Mat Siltala, founding, can you believe I messed that up? I’ve known you for how many years? But we’re going keep going. Anyway, he’s the founding…
Mat Siltala: That’s all right.
Arnie Kuenn: I saw “founding launcher” in the little script here and it threw me. So he’s the founding launcher of Avalaunch Media. So, Mat, as I’ve just mentioned, I’ve known you for many, many years, and you’ve rebranded your company and you didn’t consult me, so what’s up with that?
Mat Siltala: Yeah, sorry. I shouldn’t have thrown you off with that whole founding launcher, but everything that we do is launches… We launch businesses, we launch campaigns, we launch pay per click, everything and anything that you can think of. When we’re talking to people, we say, “Yeah, let us launch that for you.” And it just makes sense, since I am a founding partner, it just makes sense to be the founding launcher. And we ran with it; it was pretty fun.
Arnie Kuenn: Yep. That’s super. By the way, I love the branding on your shirt there. That’s beautiful.
Mat Siltala: Oh, you mean this? I had no idea we were doing this today.
Arnie Kuenn: Right. All right. So we’re here to talk about PubCon. And you’re doing a session this year, this Thursday in October, and it’s called, “Competitive Intelligence, Social Media Tools and Tactics.” So why don’t you take a few minutes and tell our viewers what you plan to cover during that session, so they gain an idea why they should attend.
Mat Siltala: Well, as you know, there are so many different tools to choose from. “Should I automate? Should I not automate? Which tool should I use? Should I pay? Should I just do the free one? How often?” There are so many questions that people ask regarding just the tools themselves. Now, you can use a lot of these tools for competitive analysis. You can see who the competition is following, what they’re doing, where they’re getting the most engagement. It’s a great tool to be able to find direct people that the competition might be using. In our case, we do a lot of infographics and a lot of pushing a constant out there, through different decent size networks.
It’s pretty interesting, some of the information that’s readily available through people that they’re following and they’re engaging with. You can gather some of that data and friend them, and put them to work for you, so to speak. So there’s a lot of data to be gathered from these tools, and I just want to go over the stuff that works the best and what maybe you should avoid. And I’m sure the other panelists, they’re going to be talking about a lot of this stuff too, but it’s mostly just letting them know what to use, what to stay away from, what works, what doesn’t, and stuff like that.
Arnie Kuenn: Yep. Do you have a specific tool that might be in your favorite? The first one that might come to mind that you could mention?
Mat Siltala: Well, you’ll have to tune into the presentation for that one. How’s that for a fuser?
Arnie Kuenn: That’s a hook. All right. And then, I also know you’re going to moderate a campaign of “Corrective Link Campaign Tactics,” and of course, link building is pretty near and dear to me, but, I know it’s pretty early, right now, that we’re doing this interview before the session, but do you have any ideas of what the panelists might be talking about from that perspective?
Mat Siltala: Well, because it’s a proactive one… Just because of the structure and the world that we live in now with link building, I’m guessing a lot of the conversation might lean to some of the past updates and there’s even a lot of buzz going around. All those letters that were just sent out, I think some of the updates are taking place today. So I think a lot of the questions and a lot of the stuff that’s going to be talked about is simply: I don’t know whether it’s going to be cleanup, or how to go about it or how to do better, how to etc. There’s kind of a mess that a lot of people are in, and they want to know what’s working. “Should I stay away from this? Should I stay away from that? What should I do? What can I go back and do? Should I even waste time with anything?” And I think we’re going to really… At least, my hope is we’re going to cover a lot of the stuff that is going to be beneficial to what they should be doing from here on out.
Arnie Kuenn: This is not part of what I planned to talk about, but maybe if we can just take 30 seconds…Have you been doing much link cleanup for your clients? I know it’s been a pretty hot topic here for the last month or two, and I’m sure it’ll be that way at PubCon as well.
Mat Siltala: Well, I mean, if you’ve been working with clients for many, many years, I’m sure there might be. Here’s the thing too. You never know until you really dig in and start seeing what kind of stuff has been done in the past by clients, even before you got them. And so, what is it? Seven, Eight years ago when directory submission were killing it for people, they probably submitted thousands of them. And so now, I mean, it’s almost impossible. Maybe, some of them, you can go back.
This is the thing that I’m doing. I’m going in and I’m looking at the webmaster tools areas, checking and seeing if there are any notifications first of all, and then I’m just using the data that they provide. I found certain cases where there was one website that showed that it was pumping out ten thousand links, just from one website to one of our clients. It was a WordPress site and so it made me start to investigate. Did it get hacked? How on earth could this one site be pumping out ten thousand links? Just something wasn’t adding up.
And so, it’s easy to just go and do a little bit of investigating and stuff like that. Get rid of links and then do a resubmit request. But it’s just stuff like that. We do go through and just make sure that there isn’t any of those “uh-ohs.” There’s probably so many links that you’re just not going to be able to get rid of, but I think if you go through and you clean up as much as you can, and then you document it and you include that with your re-inclusion request, they’re going to take that into account.
The situation with us and the ten thousands links, whether it was site-wides or categories or getting spammed and the site getting bloated, I still have no idea what happened there. I’m still trying to figure that out. But, you know what? You can get that link removed and see if it shows up anywhere else, and it’s all you can do. You know what I mean?
Arnie Kuenn: Right.
Mat Siltala: But it takes a little bit of investigating. So I mean, yeah, there is that going on.
Arnie Kuenn: Yeah. We’ve been doing a lot of back link audits for our current clients, and new clients. Whether they are or haven’t got that email notice from Google, and pretty much we’re doing similar stuff. We’re focusing a lot on looking for site-wides that might be a problem and over anchor text optimization.
Mat Siltala: Now, that’s the killer.
Arnie Kuenn: Yeah.
Mat Siltala: And it’s so annoying too, because it’s been said forever, “Don’t do the click here links. Use good anchor text. Use good anchor text. Use good anchor text.” Now it’s, “Don’t use good anchor text. Don’t use… ” Anyway, it’s the game that we play, and it’s the world we live in, I guess, right?
Arnie Kuenn: Exactly. Well, I better wrap this up. And for everybody who is watching, Mat’s a great presenter of PubCon and PubCon is a great event. He’s been going for years; I’ve been going for years. I encourage you all to attend. It’s in Las Vegas, the second week of October, I believe it is. I think it’s the 16th or the 18th, but just go to PubCon.com and you’ll find it. And we’ll see you in there, Mat.
Mat Siltala: Looking forward to it. Thanks for having me.
Arnie Kuenn: Thanks for your time.
Mat Siltala: Buh-bye.
About Arnie Kuenn:
Arnie Kuenn is the president of Vertical Measures, a search, social & content marketing company helping their clients get more traffic, more leads, and more business. Arnie has held executive positions in the world of new technologies and marketing for more than 20 years. He is a frequent speaker and author of content marketing book Accelerate! Moving Your Business Forward Through the Convergence of Search, Social & Content Marketing available on Amazon. You can find Arnie on Twitter, Google Plus and LinkedIn
Pubcon is the premier search and social media conference and expo and will be taking place in Las Vegas from October 16th -18th, 2012. Pubcon Las Vegas 2012, supported by the industry’s leading businesses, speakers, exhibitors, and sponsors involved in social media, Internet marketing, search engines, and online advertising, will offer a week-long look at the future of technology presented by many of the world’s top speakers. Check out conference updates on Twitter (@PubCon).