WebProNews

In the session "SEO Tools" the panel discussed a variety of tools that can be used for site optimization.

(Coverage of SES Chicago continues at WebProNews Videos.  Keep an eye on WebProNews for more notes and videos from the event this week.)

Bob Briski, Software Marketing Consultant, Raybeam, recommended the following tools:

Yahoo! Pipes

Google Analytics

Yahoo Site Explorer

Briski said "You don't need a developer, you can do it all yourself." Integrate search analytics, simplify your life-and make money.

Horst Joepen, CEO, Searchmetrics, said a good SEO job needs the following:

Brain

Experience

Content

Buzz - links

A minimum of 10 different tools to gather data and control effectiveness

Joepen says you must know what is screwed up on a site from a search engine's view.

Data you must have:

Page Rank

Backlinks

Number of indexed pages

Keyword rankings

Keyword phrase/popularity

Google Analytics will simplify SEO. You need integrated SEO tools.

Bruce Clay, President, Bruce Clay, Inc., talked about SEO tools for SEO marketers in 2009.

What Clay sees in 2009:
2009 will bring behavior based search impact
 

2009 will bring intent-based search impact
 

2009 will bring local search impact
 

2009 will bring universal search impact
 

2009 will mean Ranking is dead
 

His tools: Browser Toolbar
 

It's free works in IE and Firefox
 

Reports statistics about pages in search results
 

Performs searches beyond 1 engine
 

Clay said, " The difference between data and wisdom is what you can apply to your business and make it work for you."