27 Oct 2008

The ScarySEO Mini-Con Recap

This past weekend was the wild and crazy ScarySEO Mini-Con in Deerfield Beach, Florida. Pat, Rhea, and myself were all lucky enough to make the trip down to hangout with Dave Snyder’s gang and we were not disappointed. In fact, Rhea had so much fun she’s not even back yet!

That reminds me, have you met Rhea-Ra? πŸ˜‰Β  [We love you, Rhea. Hurry home!]

And while there were lots of funny moments at the event, the highlight of these small shows is always the high level of learning that erupts when a small group of SEOs are left in a room to talk it out. The mini-con, unconference theme is all the rage in SEO these days and there’s reason for it β‚¬β€œ attendees learn more, network better, and come away a whole lot smarter when the focus is on sharing information rather than inflating egos.Β  Save your elaborate search engine-sponsored bashes and clumsy networking receptions, let’s just come together to talk about search.

If you didn’t attend ScarySEO this time around, you missed out on some great conversation and learning. Here’s a glimpse at what everyone was raving around the morning after ScarySEO:

Speakers Who Interact: One of my biggest complaints about some of the larger industry shows is that too many of the speakers are on Rock Star Autopilot. At the smaller shows, the attendees are the stars. Egos are left at the door and everyone shows up with one goal in mind: To leave smarter.

The most impressive part of ScarySEO was the high level of interaction between speakers and attendees. My favorite session was on SEO Project Management and Educating Clients where speakers Pamela Lund, John Carcutt, and Chris Hart really took the time to speak with (not at) the audience. They didn’t just rattle off a cold Powerpoint presentation, but instead gave folks actionable takeaways, stuff they could immediately work on to make their company better and to increase ROI. The presentations were great (especially Pam’s!), but the true strength of this session came when they were finished presenting and were simply talking with the audience. It was a big group think led by the speakers and moderator Dave Snyder. I’m not sure if it was because the session was happening late on the second day or if drinks started early, but the attendees were especially vocal, jumping into the conversation and adding real insight and thought. And the speakers played off them. I was blown away by the level of some of the questions being asked and the willingness of the speakers to really go in depth and share knowledge. That’s something you just don’t see at a larger show. It brought life to the show and value to everyone.

Invested Attendees: You don’t attend a mini-con because you want to fade into the background and this is something ScarySEO addressed very well. Even though it horrified me a little at first.

I’m serious. Imagine how terrified my anti-social self was to walk into the ScarySEO mini-con only to find attendees seated at round tables. Round tables where people can look at you. And talk to you. The horror!

Had Rhea not been there to hold my hand it is very likely that I would have sat underneath one of said round tables so that no one could see me. However, by the middle of Day 1, I was a believer.

While the initial thought of having to interact with my peers terrified me, it seems the boys of ScarySEO were on to something. The format set out by ScarySEO sparked lengthy table-side discussions about real-life problems. Being able to converse in small communities added to the knowledge transfer and tge networking that took place at the event. Even more, Dave and Jordan blocked off the last 20 minutes of each session so attendees could specifically take advantage of group time. Attendees were also asked to sign an NDAs so that no one was afraid to reveal “too much”. I can honestly say that the small block of group time where tables worked together to talk out problems was one of the most valuable parts of the entire show.

Brand Evangelists Emerge: You know who my favorite people at the big corporate shows always are? They’re the ones with approach you wearing a big grin and who want to be your very best friend. Only they don’t actually listen to you or even ask you your name. Instead, they launch into a pre-recorded sales message about how awesome their product is and how you need it in order to live.

Wait, my bad. Those are actually the people I want to run over with my car. The ones who couldn’t have a genuine conversation if the state of their business depended on it. And really, it does depend on it.

Small shows give companies the chance to talk about their product in a real way. One the biggest stars of ScarySEO for me was SEOmoz’s Scott Willoughby. I was lucky enough to sit at Scott’s table on Day 1 and I watched him interact with many ScarySEO attendees. I’ll even admit to eavesdropping as folks approached him about Linkscape, referencing some less-than-favorable details they may have heard elsewhere on the Web. Stuff that had previously overshadowed the conversation and had zero to do with the actual product. Listening to Scott honestly answer questions, address concerns, and altogether bring relevance back to the Linkscape conversation was impressive. But more than that, it was powerful to the brand of SEOmoz. When you send your team members into a small arena like that, they have the chance to connect with people and give a face to your company.Β  And when you have someone like Scott, who is genuinely passionate about the company and the product he had a hand in developing, the branding of that is incalculable.

Better Networking: Attending SES is a bit like having 5,000 kids in your high school graduating class. Sure, there’s lots of potential for new friends and lifelong connections, but after four years, how many of them have you really spoken to? And how many do you really know? Ten? Twenty if you’re lucky?Β  Maybe it’s because I went to (a snotty) private school, but I’ve always appreciated smaller learning environments.Β  Where your graduating class is made up of only 100 faces and you know each face by name. That’s what conferences like ScarySEO can provide.

When I showed up to ScarySEO, the only people I knew were ninjas and a handful of Twitter folks. It was the first time in ages that I was at a show where the faces weren’t familiar. It was scary at first (especially with those darn round tables!), but three days later I suddenly have a whole new set of friends. People that I actually got to know and learn about. I was able to form the type of contacts that I’ll be able to call upon later when I need some help, which are the exact type of connections you want to be making. It’s fun to attend big events like PubCon or SES, but often they turn into a race to see who can collect the most business cards. Forced relationships don’t last. Smaller conferences with a capped number of attendees give you the ability to spark genuine relationships. If onlyΒ  because there’s more time to get to know everyone and bond over silly faces made to the camera.

New Conversations: How many times have you looked at a new conference schedule and realized that there’s nothing new on there at all? Conference organizers often don’t even change the session titles, let alone the content. Small shows don’t have the luxury of repeating content, nor do they want to.

As I mentioned above, my favorite session at ScarySEO was the session on SEO Project Management and Educating Clients. Dealing with difficult customers and trying to manager education levels is a huge battle for SEOs. We all know that an educated client is a better client and that some clients aren’t worth keeping, but how do you put that into action? In this particular session, Pamela Lund, Chris Hart and John Carcutt were able to take the gloves off and really dive into the topic to give attendees some great lessons. And it’s a session I don’t think I’ve seen anywhere else, or at least not presented in that much detail. It’s probably worth nothing that Chris and Pamela were both first-time speakers. And they both delivered big time.

If you’ve been sticking to the big name industry shows because you think they’re more “trusted”, I’d really encourage you to branch out and try some of the smaller, topic-specific events.Β  If they’re half as good as ScarySEO was, it’s definitely worth your time and your money.

A big congratulations and lots of hugs Dave Snyder, Jordan Kasteler and everyone else who teamed up to put together ScarySEO. It was a stellar event that gave back to the community tenfold. More thanks to Dana Lookadoo for acting as the official photographer of the event, and of course to ScarySEO’s unsung hero, Samantha Snyder. Between taking care of the two young Snyder boys, making sure no detail slipped through the cracks, and acting as the Den Mother for the event, the show wouldn’t have been the same without her.

Thanks to everyone for all their hard work in putting this show together!Β  The ninjas at We Build Pages had a great time.


  1. Contempt October 27, 2008 at 12:44 PM

    Great recap. Was nice meeting all of you there. πŸ™‚

  2. paisley October 27, 2008 at 12:45 PM

    great recap!!!

  3. paisley October 27, 2008 at 12:46 PM

    p.s. the ninjas were good.. didn’t see any ninjas… they hid well.. lol..

  4. Contempt October 27, 2008 at 12:53 PM

    They were invis-dable.

  5. Dana Lookadoo October 27, 2008 at 12:54 PM

    Glad to help with the photos. What a great way to meet everyone and then try to remember the names

    I so agree with you about the format of the conference. It was more intimate, and Dave’s approach for the Q&A and workshop sessions showed his understanding of learning styles. The result was that we shared and learned a lot, a ton!

    Maybe you’ll even speak at the next one in the Spring? πŸ™‚

  6. Christopher Hart October 27, 2008 at 12:57 PM

    As a person that read Lisa’s blog at Bruce Clay before working with her through the short time we did work together and now reading her again on WBP’s blog. It stuns me every time how she so successfully captures the truth in the moment with her writing. She hits the nail on the head with her description of the close interaction between everyone that was at ScarySEO, the big conferences need to lift up their heads and take notice.

    SMX, SES, PubCo and so on … listen to The Lisa she tells it straight.

    – Chris

  7. Brian Carter October 27, 2008 at 1:28 PM

    Nice recap. I wanted to get under the table too, but just to lay down. LOL. After those late nights, I think there should have been mats, milk, and cookies under the tables.

  8. Melanie Nathan October 27, 2008 at 1:47 PM

    Thanks Lisa, for the most in-depth recap of ScarySEO yet. I had a sneaky feeling that, by not attending, I was missing something very special πŸ™

  9. Lisa Barone is Blogging Again at WeBuildPages.com Blog October 27, 2008 at 1:57 PM

    […] Lisa’s post, The ScarySEO Mini-Con Recap : One of my biggest complaints about some of the larger industry shows is that too many of the […]

  10. neyne October 27, 2008 at 2:01 PM

    Oh crap. another blog to follow now. My wife will kill me

  11. Mike | PlanetChiro October 27, 2008 at 2:06 PM

    Nice recap Lisa. I really wanted to attend but had another event scheduled the same weekend. Looks like it was a smashingly successful event.

  12. Saad Kamal October 27, 2008 at 2:12 PM

    Hallo Lisa…I just figured from the SEJ’s post that you have started to blog again! Welcome Back πŸ™‚ Missed your posts.

    ..blog goes to my RSS Reader now..

  13. streko October 27, 2008 at 6:11 PM


  14. David Temple October 27, 2008 at 6:23 PM

    Wonderful post except you make me homesick. When I first heard about ScarySEO I knew it was going to be a great event. What an awesome idea to put in round tables. Must have been that snydesense at work.

  15. Pam October 27, 2008 at 10:13 PM

    WOW Lisa you are amazing. Thank you so much for the kind words. I am blown away! It was wonderful meeting you this weekend and I’m sorry we didn’t get more time to talk. I hope we do next time.

    Everyone at the conference was so amazing, intelligent, sharing and supportive (which is invaluable to a first time speaker). Actually seeing people paying attention, nodding, taking notes and laughing at your jokes during a presentation makes all the difference. I’m really looking forward to more events like Scary SEO and ThinkTank where we get more interaction with everyone at all knowledge levels and from all backgrounds.

    Thanks again Lisa! And hi to all the Ninjas!

  16. Scary SEO and Twootball.com | Davide Di Cillo October 27, 2008 at 11:17 PM

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  17. Lucas Ng October 27, 2008 at 11:20 PM

    The best writers always make me wish I was there… great recap. Love the smaller, intimate cons because the ‘rockstars’ don’t need to put their automatic anti-groupie shields up. Makes ’em more approachable and less defensive right off the bat.

  18. purposeinc October 28, 2008 at 12:53 AM

    I am so glad it was such a success!!
    I knew Pam was going to be a big hit!

    Congrats to Dave and all of you for a big success!

  19. Lily October 28, 2008 at 1:50 AM

    18 comments? Well, obviously you were missed, Barone πŸ™‚

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  21. John Carcutt October 28, 2008 at 7:04 AM

    What a great recap Lisa. It was great seeing you again and thanks for the kind words.

    From a speakers perspective, at the big shows its hard to know what people take way from your presentation. The intimate nature of ScarySEO made feedback almost unavoidable. πŸ™‚ Love’d it!

    My favorite show to date. Hopefully Dave and crew will ask me back for the next mini-con; “SEO SringBreak” in April I believe.

  22. Scott Willoughby October 28, 2008 at 11:18 AM

    Great recap, Lisa…thanks for the kudos, much appreciated! It was really good to see you and the WBP team down there. I think almost everyone in attendance would agree it was a solid conference with a terrific group of smart, friendly, engaging people. Good times.

  23. Lisa Barone October 28, 2008 at 11:59 AM

    Thanks for all the kinds words and it’s good to see how much everyone who attended the show enjoyed it. It was really a great, great event. Looking forward to seeing how Dave and Jordan will top it with April’s SEO Spring Break! πŸ™‚

  24. Mary Bowling October 29, 2008 at 8:51 AM

    Dang it! I feel like I blew off an invitation to the best event of the year. Can’t wait for the next one. I’ll definitely be there!

  25. ScarySeo was Indeed Scary | New Edge Media Blog November 3, 2008 at 11:49 AM

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  26. garethjax November 10, 2008 at 3:13 PM

    this wordpress theme need some adjusting on the comments… πŸ™‚ In my opinion of course. πŸ™‚

  27. Lisa Barone November 11, 2008 at 2:31 PM

    Have no fear. The new WBP blog will be launching shortly and will be far more pimped out than this one. πŸ™‚

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