I made it through Day One of Search Engine Strategies (SES) San Francisco 2013. Here are the session recaps I wrote for Search Engine Journal:

Cutting-Edge Link Building Tactics Session Recap
Badass Blogging Best Practices Session Recap
The Future of Local Search Session Recap

The other session I went to was The Marriage of Social and PR.

My key takeaways from that session were:

Brand building through PR & Social means:

  • Building a relationship to become more trusted
  • Differentiating through an emotional connection to become more remarkable and unmistakable
  • Nurturing loyal fans to become more essential

Multimedia increases impressions. You should:

  • Use video
  • Include links
  • Use images
  • Be tweetable
  • Render properly
  • Have interesting stories

The science of great content:

  • Tweets should be customer-centric, show emotion, and be relevant, affordable, actionable, measureable.
  • Content should be aspirational, have something for everyone, include a succinct product description, have personality, and include a call to action.


  • Reach out to people who have commented or interacted with your products and content before (video/link shares)
  • Discover what people are saying: Followerwonk (e.g. search something like “Forbes Blogger” to target forbes writers who have that in their bio), Moat.com, socialbakers
  • Take people off your Facebook page to your website (link in about)
  • Attribute your owned media
  • Embed video in blog instead of directly pointing to video URL. Then include CTA and direct link to bottom
  • Must reads: @gregjarboe @aimclear @leeodden @lisabuyer
Kelsey Jones

Kelsey Jones

Founder/Chief Marketing Consultant at Six Stories
Kelsey Jones helps clients around the world grow their social media, content, and search marketing presence. She enjoys writing and consuming all kinds of content, both in digital and tattered paperback form.
Kelsey Jones
Kelsey Jones