Here is a recap from e Local listing’s Stephen Espinosa DMS 09 – Direction Media Strategies session.

Fixing the taxonomy structure of a site is not enough on its own, the other content and tag structures is as important if not more important.

YellowPages has to figure out a way to deliver answers to questions asked that don’t follow a normal YP (YellowPages) structure

Engaging the community to add more content is important, user or business generated content drives SEO results

SEO needs to filter through the entire organization, from sales people up through all aspects of product

If you rely on business to create their own content you can run into big problems

Setting the right expectation is important, in the early days of SEM (Search Engine Marketing) sales people scorched the earth and burned a lot of trust.

WebVisibles’ sweet spot is 800-1200 per month and they look for one year engagements to allow for peaks and troughs in the market

IYPs (Internet Yellow Pages) aren’t doing a good job of optimizing and distributing local customer videos, the search engines want to display video to video destinations….local videos are the easiest way to get ranked on the front page of search.

SEO can be less tangible but adds enormous value, if it can also stop one of your competitors from getting to the front page.

Videos are sexy…elocal sees 3.1x improvement in performance…video ad networks don’t work as well as youtube and yahoo video

One of the strongest ways to get multiple hits is to put data on multiple domains

Freshness of content is as important as having content…don’t expect immediate results…it’s not “Set and Forget”

You have to be committed to SEO from the top…it’s not black magic it’s an important way to drive results

So there you have it! A great recap from e Local Listing‘s Stephen Espinosa’s session at Direction Media Strategies.