SES Magazine October 2011

SESConference.com

October 2011

Your Guide to

SES Chicago

Conference Agenda 4 Sponsors & Exhibitors 8

Sessions 18 Speakers 30

Building your insider’s club 14 The impact of links in social media 16

Thank you to our sponsors

Download the SES mobile app for the latest information.

contents

Follow SES at twitter.com/SESConf

Conference Information

4

agenda Use this schedule and overview to outline your week at SES Chicago.

Columns

14

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18

Sponsors & Exhibitors Discover what all the organizations and companies at SES Chicago have to offer.

16

The impact of links in social media Recognize the social linking potential for your site, and balance that potential with the practical.

sessions Determine which sessions and workshops will help you accomplish your goals.

L srchmon.com veSERP 30

Building your insider’s club Three metrics to track and measure social media success.

SpeakerS Meet SES Chicago’s speakers and session moderators.

Don’t forget to download the SES mobile app.

October 2011

L veSERP thesearchmonitor.com

FREE

TOOLBAR!

staff Matt McGowan MD, North America

about SES Mike Grehan Global VP, Content

Welcome to SES Magazine, your official guide to SES Chicago. This conference consists of five days of pure education, inspiration, and conversation with today’s experts.

To help you make the most of this week, please be sure to download the SES Conference App. Search for “SES Chicago” in the iTunes App Store, or use the QR code printed throughout this issue. And don’t forget these upcoming events: •• SES Singapore, November 22–23, Grand Hyatt Singapore (www.sessingapore.com) •• SES London, February 20–24, The Queen Elizabeth II Conference Centre (seslondon.com) •• SES New York, March 19–23, Hilton New York (www.sesnewyork.com)

Sharon Morabito Head of Events, Americas Program Development Senior Program Director Marilyn Crafts Conference Program manager Laura Roth Operations director of U.S. Operations Operations Manager Registration Associate

Michele McDermott Dan Hoskins Charisse Rosales

We look forward to seeing you at an SES event and sharing ideas and best practices.

Best regards,

ClickZ & Search Engine Watch Executive Editor, ClickZ Director, SEW Managing Editor, News Senior Editor, News Staff Writer Staff Writer Copy Editor Asia Desk Editor Editor, SES Magazine

Anna Maria Virzi Jonathan Allen Zach Rodgers Kate Kaye Christopher Heine Jack Marshall Caitlin Rossman Adaline Lau Dawn Cavalieri

Mike Grehan, Chair SES Advisory Board Chair Global VP, Content Incisive Media

SES Advisory Board

Comprised of both industry thought leaders and real-world practitioners, the Search Engine Strategies advisory board brings together top players in the field of interactive media and search. The team works to deliver continually cutting-edge search techniques, more integrated and relevant content, and professional development resources to SES attendees.

Sales & Marketing Sales Directors

Account Executive Director, Client Services Marketing Director Marketing Manager Web Designer Online Operations manager Online Operations associate

Andrew Katz Elaine Mershon Elaine Romeo Peter Westerholm Elizabeth Huston JoAnn Simonelli Angela Man Amy Xu Rebecca Holz Louise Laberge Aleksey Gershin

Magazine Contributors

Sundeep Kapur Eric Ward

Corporate Chief Executive Group Managing Director

Matt McGowan Managing Director, North America Incisive Media

Tim Weller James Hanbury

SES: Volume 5, Issue 9 | October 2011 © 2011 Incisive Media plc To advertise, subscribe, contribute, or view past issues: www.sesconference.com/ses-magazine

Mike Grehan, Chair Global VP Content SES/Search Engine Watch/ ClickZ

Marilyn Crafts Senior Program Director SES Advisory Board Coordinator SES Conference & Expo

Anne F. Kennedy International Search Strategist Beyond Ink USA

Jonathan Allen Director SearchEngineWatch

Bryan Eisenberg Bestselling Author bryaneisenberg.com

Jon Myers Head of Account Management Yahoo! UK & Ireland

Matthew Bailey President Site Logic Marketing

Paul Fegan Head of e-Learning Incisive Media

Lee Odden CEO TopRank Online Marketing

Chris Boggs Director, SEO, Rosetta

Andrew Goodman President Page Zero Media

Laura Roth Conference Program & Training Manager SES Conference & Expo

Mikel Chertudi Sr. Director, Online & Demand Marketing Adobe

Bill Hunt President Back Azimuth Consulting

Crispin Sheridan Sr. Director of Search Marketing Strategy SAP

Eddie Choi Managing Director Frontiers Digital

Aaron Kahlow Chairman & Founder, Online Marketing SummiT

Comments? Want to unsubscribe? E-mail us: magazine@sesconference.com Incisive Media, U.S. 55 Broad Street, 22nd fl.

New York, NY 10004-2501 tel (646) 736-1888 fax (646) 390-6612 Please recycle this magazine!

Incisive Media, head office 28-29 Haymarket House London SW1Y 4RX, UK tel +44 (0)20 7316 9609 fax +44 (0)20 7930 2238

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the Download app SES mobile for the latest information.

Advertiser Index For information about advertising in future issues, please contact sales at sales@sesconference.com or (212) 457-4993.

you to

Thank our sponsors

Advertiser Page Adchemy, Inc................................................................. 7 AuronIN LLC................................................................23 Brafton, Inc................................................................. 15 Google.......................................................................... 19 iProspect......................................................................11 Marin Software........................................................ C4 Page One Power.......................................................... 3

Advertiser Page Pixelsilk.........................................................................21 The Search Monitor................................................... 1 7Search.com...............................................................13 SubmitEdge................................................................ C3 Symantec.................................................................... C2 topseos.com................................................................17

agenda

Monday, November 14 ClickZ Academy Onsite Training | 7:30–8:00a 8:00–12:00p

Continental Breakfast B2B Online Marketing Training

Online Marketing Foundation—SEO

Local Online Marketing 101 to 411

Lunch Break

12:00–1:00p 1:00–5:00p

Hyatt Regency (151 E. Wacker Dr.)

Public Relations & Optimized Copywriting

Social Media Marketing for Your Business

OMS Social Media Summit |

How to Architect a Search-Engine Friendly Website

Hyatt Regency (151 E. Wacker Dr.)

Social Media Strategy & PR (SMC) Track

Social to Drive Commerce & Lead Gen Track

7:30–8:30a

Registration

8:30–8:45a

Welcome

8:45–9:45a

Keynote: State of Social Media—Ground Breaking Research from Comscore

9:45–10:15a

Break

10:15–11:15a

Lessons from the Social Edge: Confronting Facebook, and Winning

How to Find & Engage Those Who Can Influence Your Brand

11:15–12:15p

Three Practical Ways We Measure Social Metrics

Unleashing the Potential of Review Content

12:15–1:15p 1:15–2:15p

Lunch

2:15–2:45p 2:45–3:45p

How to Turn Your Customers into an Active— & Voluntary—Sales Force

PPC to Social Media Advertising: A Step-by-Step Guide to Execution Break Like it or Not: The Do’s and Don’ts of Facebook Ads

3:45–4:30p

The Revolution Will Not Be Televised. It Will Be Socialized.

Keynote Panel: Social Media! Does it Work? Is it Legal? Is it Ethical?

Tuesday, November 15 SES Theater Presentations | 10:10–10:30a

Expo Hall

Marin Software: 10 Tips for Taking Paid Search Performance to the Next Level

10:40–11:00a

7Search.com: The Many Facets of Affiliate Marketing

11:10–11:30a

seohosting.co.uk: Boost Your SEO Rankings with SEO Hosting

1:10–1:30p

Symantec: Utilizing Trust Indicators to Increase Site Traffic & Maximize Click-Through Rates

1:40–2:00p

iProspect: Why Every Google AdWords Advertiser Should Be Using Geo-targeting

2:10–2:30p

Compete: The Convergence of Social & Search

4:10–4:30p

Kenshoo: ‘Tis the Season: Holiday SEM Best Practices

4:40–5:00p

Wpromote: Where Social Media Meets SEO

5:10–5:30p

Covario: Covario & Kenshoo Usher in Search Renaissance

Click Z Express Clinics |

Expo Hall

12:00–1:00p

How Social is Your Website? | Speaker: Lisa Buyer, President & CEO, The Buyer Group

3:00–4:00p

Express Search Usability Clinic | Speaker: Shari Thurow, Founder & SEO Director, Omni Marketing Interactive

4 SES • October 2011 {Chicago}

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Tuesday, November 15 (con’t) SES Chicago | Hyatt Regency (151 E. Wacker Dr.) Paid Search Track Columbus Hall CD

SEO track Columbus Hall KL

SOCIAL MEDIA TRACK Grand Ballroom EF

accelerator track Columbus Hall GJ

kick start track Columbus Hall EF

7:00a–6:30p

Registration

7:30a–9:30a

Morning Coffee

7:45a–8:45a

Introduction to Search Engine Marketing Speaker: Dr. Ralph Wilson, Founder & Editor-in-Chief, Web Marketing Today® Columbus Hall GJ

9:00a–10:00a

Conference Welcome & Opening Keynote: Guilty Marketers—Wasted & Wishful Multi-Channel Marketing Spend Speaker: Mikel Chertudi, SES Advisory Board & Senior Director of Marketing, Adobe Grand Ballroom EF

10:00a–10:30a

Grand Opening of the Expo Hall

10:30a–11:30a

The Tools of the Trade for SEO

Analytics for Paid Search

sponsored session

11:30a–11:45a

11:45a–12:45p

Duplicate Content & Multiple Site Issues

Introduction to Paid Search

Session Interval Information Architecture for the Modern Website

Automating Social Media: Creating & Distributing the Message

Audience Choice

12:45p–2:00p

Enterprise PPC: Capturing Demand while Governing Your Brand

Introduction to SEO

Networking Lunch Mobile—Touch the Future of Business

2:00p–3:00p

Paid Search Competitive Analysis

Metrics for SEO

Reserved for LateBreaking Topic

Introduction to Analytics

Conversion Tools of the Master Craftsman

Introduction to Social Media

Afternoon Break in the Expo Hall

3:00p–3:30p 3:30p–4:30p

Score! Social Media & Sports

Strange Encounters of the SEO Kind

sponsored session

Social Media Solutions on a Budget

4:30p–5:30p

Meet the Experts: Round Table Forum

5:30p–6:30p

Networking Cocktail Reception in the Expo Hall

Wednesday, November 16 SES Theater Presentations |

Expo Hall

10:10–10:30a

Brafton: Fueling Conversions with Targeted Content Marketing: Case Studies

10:40–11:00a

Sitecore: Sitecore Engagement Analytics: Deliver the Right Content at the Right Time to Improve Sales Success

1:10–1:30p

Slingshot SEO: C.L.A.S.S.—An SEO Framework for Long Term Success

ClickZ Express Clinic | 12:00–1:00p

Expo Hall

Analytics & Attribution Site Clinic | Speaker: Thom Craver, Web and Database Specialist, Saunders College (RIT)

sesconference.com • SES 5

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agenda

Wednesday, November 16 (con’t) SES Chicago | Hyatt Regency (151 E. Wacker Dr.) SEO track Columbus Hall KL

Paid Search Track Columbus Hall CD

SOCIAL MEDIA TRACK Grand Ballroom EF

8:00a–6:00p

Registration

8:30a–9:30a

Morning Coffee sponsored session Social Media Signals in Search

SEO 2.0: Less is More

10:45a–11:15a 11:15a–12:15p

Panda vs. Human: Advanced eCommerce SEO & UX

Landing Page Optimization

Social Media Linking & Promotion

The Convergence of Search, Social, & Content Marketing

Pagination for e-Commerce Sites

B2B Lead Generation Management & CRM Integration

Navigating “The Dip”: Planning a Successful Site Re-launch

Channel Surfing: Measuring Profit & ROI Across Channels

e-Commerce Analytics: 3 Reports You Can’t Live Without

Insider Tips for Ad Optimization

Reserved for LateBreaking Topic

Networking Lunch in the Expo Hall The Basics of Link Building

Taking Over a Paid Search Account Like a Pro

Screw Viral Videos

Bringing SEO In House: The Pros & Cons

Ads in a Quality Score World

Local + Social: The Future of Promotion

SEO Is Dead.

Long live SEO!

Building Brands without Big Brand Budgets

Next Gen YouTube Marketing

3:30p–3:45p

Session Interval

4:45p–5:00p 5:00p–6:00p

Reserved for LateBreaking Topic

Meet the Experts: Round Table Forum

1:15p–2:30p

3:45p–4:45p

Crossing the Digital Divide: The Leap from Search to Display

Morning Coffee Break in the Expo Hall

12:15p–1:15p

2:30p–3:30p

E-Commerce track Columbus Hall EF

Morning Briefing with Mike Grehan—Columbus Hall GJ

9:30a–9:45a

9:45a–10:45a

accelerator track Columbus Hall GJ

Session Interval

6:00p–7:00p

Open Mic: SEW Black Hat, White Hat Unconferenced

Thursday, November 17 SEO track Columbus Hall KL

Paid Search Track Columbus Hall CD

accelerator track Columbus Hall GJ

Exchange Traded Media track Columbus Hall EF

Brand Resilience and Reputation Management in a High-Speed World

Search: Where to Next?

SEO in the World of New gTLDs

Audience Choice

Spotlight Session Advanced Keyword Modeling

Spotlight Session Advanced Paid Search Tactics

local/mobile TRACK Grand Ballroom EF

8:00a–4:00p

Registration

8:30a–9:30a

Morning Coffee

9:30a–10:30a

Morning Keynote Panel—Grand Ballroom EF

10:30a–10:45a

Session Interval

10:45a–11:45a

PPC Beyond Search: New Ad Formats, Display, & Social

Enterprise Level SEO

11:45a–12:15p 12:15p–1:15p

Refreshment Break SEO Competitive Analysis

The Tools of the Trade for Paid Search

Search on Mobile Devices: The Next Frontier

Spotlight Session Content Marketing Optimization

Spotlight Session Is Retargeting / Remarketing Right for You?

Spotlight Session Killer Facebook Targeting Tactics

1:15p–1:30p 1:30p–2:30p

Smart Mobile Marketing

Session Interval

2:30p–3:00p

Wrap-up Session

Friday, November 18 Bruce Clay Inc. Search Engine Optimization Training Workshop | Hyatt Regency (151 E. Wacker Dr.), 8:30–5:30p aimClear

aimClear® Facebook Marketing Intensive Workshop

MARKETING INTENSIVE

Hyatt Regency (151 E. Wacker Dr.), 8:30–5:30p

®

Facebook

6 SES • October 2011 {Chicago}

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sponsors & exhibitors Expo Hall Hours Tuesday, November 15—10:00am–6:30pm Wednesday, November 16—10:00am–3:00pm

platinum sponsor Marin Software Booth 204 www.marinsoftware.com Marin Software is a leading provider of online advertising management solutions, offering an integrated platform for managing search, display, and social marketing. The company provides solutions for advertisers and agencies of all sizes, enabling them to improve financial performance, save time, and make better decisions. Marin Enterprise, the company’s flagship product, addresses the needs of online marketers spending at least $100,000 per month on biddable media. Marin Professional delivers the same power and ease of use as Marin Enterprise, through an application designed for marketers spending less than $100,000 per month on paid search. Headquartered in San Francisco, with offices worldwide, Marin’s technology powers marketing campaigns for over 850 customers managing more than $2.5 billion of annualized ad spend in more than 160 countries.

Gold Sponsors Autonomy, an HP Company Booth 211 www.autonomy.com Autonomy Corporation, an HP Company, is a global leader in software that processes human information, or unstructured data, including social media, email, video, audio, text and web pages, etc. Autonomy’s technology manages and extracts meaning in real time from all forms of information, both unstructured and structured, enabling companies to leverage their data assets. Autonomy’s product portfolio helps power companies through enterprise search analytics, business process management, and OEM operations.

Autonomy also offers information governance solutions in areas such as eDiscovery, content management, and compliance, as well as marketing solutions that help companies grow revenue, such as web content management, online marketing optimization, and rich media management.

Symantec Booth 205 www.symantec.com Symantec is a global leader in providing security, storage, and systems management solutions to help consumers and organizations secure and manage their information and identities. Symantec software and services protect against more risks at more points, more completely and efficiently, enabling confidence wherever information is used or stored.

Symantec provides organizations with security and management through its endpoint security, messaging security, application

8 SES • October 2011 {Chicago}

security and security management solutions. In addition, Symantec’s encryption products, now including PGP, enable organizations to deliver comprehensive data protection with proven standardsbased technology. With its recent acquisition of VeriSign’s identity and authentication technology, Symantec provides capabilities for protecting information and identities online so that customers can be assured that websites are authentic and secure. Symantec Hosted Services uses the power of cloud computing to provide essential protection while virtually eliminating the need to manage hardware and software on site. More information is available at www.symantec.com.

Silver Sponsors Adchemy, Inc. www.adchemy.com Adchemy is an advertising technology company that helps advertisers leverage consumer intent to create more effective digital advertising experiences. Adchemy IntentMap™ technology radically simplifies advertisers’ paid search campaigns and makes them more scalable, relevant, and profitable. Listed by The Wall Street Journal as one of the top 50 venture-backed companies in the U.S. in 2010, Adchemy is a rapidly growing Silicon Valley company backed by Accenture, August Capital, Mayfield Fund, and Microsoft.

iProspect Booth 115 www.iprospect.com iProspect is a leading global digital performance agency. The company helps many of the world’s most successful brands maximize their online marketing ROI through pay-per-click management, search engine optimization, performance display, comparison shopping management, local search, mobile, social media management, research, and other related services. The agency, which is part of Aegis Media, has received numerous industry awards including: The 2010 ClickZ Connected Marketing Award for Best Use of Search Engine Marketing; The 2009 Search Engine Strategies Award for Best Social Media Marketing Campaign; and The 2009 Search Engine Strategies Award for Best Use of Local Search. With offices in Boston, New York, Chicago, San Francisco, Dallas-Fort Worth, and around the globe, iProspect can be contacted at 1-800-522-1152, or by visiting www.iprospect.com.

SubmitEdge Booth 112 www.submitedge.com Located in the UK, the US, and India, SubmitEdge is one of the largest contextual link building companies in the SEO Industry. We are an ISO 9001-2008 certified company with over 200 in-house employees. Since our production house is in India it is easy for us to offer services at affordable prices. SubmitEdge has served over

product & service guide Advertising Networks Round Sky..............................................202 7Search.com..........................................203 Affiliate & Performance Based Marketing Solutions Round Sky..............................................202 7Search.com..........................................203 Click Fraud Prevention & Website Security Symantec...............................................205 Content Management Autonomy, an HP Company.............211 Sitecore...................................................101 Slingshot SEO.......................................113 Content & News Feed Providers Brafton, Inc............................................114 Website Magazine.............................. 103 Display Advertising iProspect.................................................115 Marin Software...................................204 Website Magazine.............................. 103 Domain Registrars Litle & Co............................................... 201

E-Mail Marketing Solutions Sitecore...................................................101 Interactive Marketing Agencies iProspect.................................................115 Round Sky..............................................202 Interactive Marketing Associations & Publications topseos.com.......................................... 106 Visibility Magazine............................. 105 Website Magazine.............................. 103 Link Building Page One Power.................................206 Local Search Marketing Services and Directories Deluxe for Business...........................208 Marketing Optimization Solutions Autonomy, an HP Company.............211 Brafton, Inc............................................114 Compete..................................................116 LivePerson............................................. 210 seoClarity............................................... 102 Slingshot SEO.......................................113 SubmitEdge...........................................112 topseos.com.......................................... 106

18,000 customers worldwide since 2006. Our link building effort has helped our customers achieve their SEO goals to get organic ranking leading to increases in traffic and sales.

SubmitEdge is the brain child of Kush Infosystems Pvt. Ltd. that specialized in SEO, Content Writing, and Web Programming.

Exhibitors AuroIN LLC Booth 111 www.auroin.com Since 1999, http://www.auroin.com has been one of the leading SEO web destinations. Today, AuroIN LLC is a global Internet marketing company providing SEO, PPC, SMO, analytics, reputation management, conversion optimization, etc. Their 700-plus SEO professionals produce the best results. AuroIN’s client retention rate is very high. Many clients have worked with them for over 5 years. You can use AuroIN for guaranteed results!

Brafton, Inc. Booth 114 www.brafton.com Brafton is an online news agency providing custom content marketing services. Our full-time journalists write exclusive content to fit clients’ unique editorial briefs and keyword strategies, and daily publication keeps businesses’ websites and social pages fresh. Brafton’s SEO-friendly content increases organic listings, engages social audiences, and drives traffic to conversion pages.

Booth #s on right.

Visibility Magazine............................. 105 Mobile & Rich Media Advertising Solutions iProspect.................................................115 Online Authentication Symantec .............................................205 Organic Search Marketing AuronIN LLC........................................... 111 Brafton, Inc............................................114 Covario.................................................... 207 Page One Power.................................206 seoClarity............................................... 102 SEOhosting.co.uk................................209 Slingshot SEO.......................................113 SubmitEdge...........................................112 Symantec .............................................205 topseos.com.......................................... 106 Visibility Magazine............................. 105 Wpromote Inc....................................... 104 Pay-Per Click Networks and Management Services 7Search.com..........................................203 Wpromote Inc....................................... 104

Payment Processing Litle & Co............................................... 201 Search Marketing Agencies AuronIN LLC........................................... 111 Covario.................................................... 207 Deluxe for Business...........................208 SEOhosting.co.uk................................209 SubmitEdge...........................................112 Wpromote Inc....................................... 104 Search Marketing Software Covario.................................................... 207 Kenshoo...................................................107 Marin Software...................................204 seoClarity............................................... 102 SEOhosting.co.uk................................209 Training Courses & Certification in Search Marketing Online Marketing Institute.............. 108 Web Analytics Autonomy, an HP Company.............211 Compete..................................................116 Sitecore...................................................101 Website Search and Technologies AuroIN LLC............................................. 111

ClickZ Booth 109 ClickZ is the largest resource of interactive marketing news, information, commentary, advice, opinion, research, and reference in the world, online or off. From search to social, technology to trends, our coverage is expert, exclusive, and in-depth.

Compete Booth 116 www.compete.com Compete, a Kantar Media company, helps the world’s top brands improve their marketing based on the online behavior of millions of consumers. Leading advertisers, agencies, and publishers rely on Compete’s products and services to create engaging online experiences and highly profitable advertising campaigns. Compete’s online panel—the largest in the industry—makes the web as ingrained in marketing as it is in people’s lives.

Covario Booth 207 www.covario.com Covario, Inc., is the leader in interactive marketing analytics software.

The Covario portfolio provides global organizations with robust interactive and search marketing analytics solutions for paid search advertising, organic search engine optimization, and display advertising across the enterprise and throughout the channel. Covario enables complex and distributed organizations to control brand integrity, ensure budget transparency, and deliver quantifiable results across business units, distribution channels, and languages.

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sponsors & exhibitors Deluxe for Business Booth 208 www.deluxeforbusiness.com Deluxe offers a white-label “relationship generation” platform for media companies that serve small and medium-sized business advertisers. Our robust search marketing solution unifies and monetizes eight search marketing and social networks into one online dashboard: paid search, social media, and organic search. Our mission is to enable ad agencies, traditional media companies, online publishers, and local aggregators to fully engage and profit from the sale of paid search advertising, without any of the hassles of buying, building, or maintaining an in-house platform.

fields of online marketing. OMI’s curriculum of case studies, best practices, peer validation, and trend analysis is delivered to students via workshops, webinars, seminars, and online learning channels.

Page One Power SEO Booth 206 www.pageonepower.com Page One Power is a small SEO firm located in Boise, ID, and headed by two brothers, Jon and Zach Ball. Page One Power focuses on customized, white hat SEO. They work with a limited number of highly motivated clients who are focused on getting top search engine rankings.

Kenshoo

Performics

Booth 107 www.kenshoo.com Kenshoo is a digital marketing software company that engineers technology solutions for search marketing, social media, and online advertising. Advertisers, agencies, and marketing providers use Kenshoo Enterprise, Kenshoo Local, and Kenshoo Social to direct more than $15 billion in annual sales revenue. The Kenshoo Universal Platform delivers automation, business intelligence, integration, and scale to make better marketing investments. Kenshoo powers 6 of the top 10 hotel groups, 7 of the top 10 retailers in the world, 7 of the top 10 telecoms, 9 of the top 10 ad agency networks, and 23 of the Fortune 50 companies.

Session Sponsor www.performics.com Performics integrates the art and science of performance marketing to optimize digital actions that accelerate brand engagement, participation, leads, and sales. As a strategic partner, we have an intense focus on our clients’ success; more than 25% of Performics’ revenue is derived directly from client ROI. Our performance specialists are certified experts and recognized thought leaders who apply the fundamentals of search to create performance-based marketing programs across channels and devices.

Litle & Co. Booth 201 www.litle.com Litle & Co. is the leading independent authority in card-not-present commerce, transaction processing, and merchant services. Litle & Co. powers the payment processing engines for leading companies that sell directly to consumers through multichannel, internet, and direct response (TV, radio, and telephone) retail, online services, and membership associations, as well as publisher, utility, and nonprofit communities.

Resolution Media WiFi Sponsor www.resolutionmedia.com/home.aspx Resolution Media (RM), an Omnicom Media Group Company, is a digital marketing agency with a strong focus on identifying digital customer insights to inform strategy and planning. RM’s proprietary digital behavior methodology, ClearTarget™, answers the who, what, where, when, and how to target most effectively, empowering clients to build stronger customer bonds and drive better business results. With service offerings ranging from search marketing to behavioral retargeting to social and mobile, RM provides the tools for a comprehensive digital marketing strategy.

LivePerson

Round Sky

Booth 210 www.liveperson.com LivePerson, Inc. (NASDAQ: LPSN), offers a platform that enables businesses to intelligently connect in real-time with their customers via chat, voice, and content delivery at the right time, through the right channel. This “Intelligent Engagement” platform produces meaningful interactions on websites, social media, and mobile devices fulfilling customer needs and business objectives.

More than 8,500 companies rely on LivePerson’s solutions.

Booth 202 www.roundsky.com Round Sky is an online lead generation, marketing agency. In 2010 we processed over 4 million unique leads. In 2011 we made the INC 500 list as one of the fastest growing companies in America. We enable website owners to place simple information request forms on their websites so that consumers never have to leave their sites when requesting services like auto, health, or life insurance quotes or short-term loans.

Online Marketing Institute

Search Engine Watch

Booth 108 www.onlinemarketinginstitute.com The Online Marketing Institute (OMI), in association with Wharton Interactive Media Initiative, is an education-focused, career development organization offering marketers accreditation in the various

Booth 109 www.searchenginewatch.com Search Engine Watch provides tips and information about searching the web, analysis of the search engine industry, and help to site owners trying to improve their ability to be found in search engines.

10 SES • October 2011 {Chicago}

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sponsors & exhibitors seoClarity Booth 102 www.seoclarity.net seoClarity is the industry’s only intelligent SEO platform that leverages advanced statistical and analytic modeling, combined with daily monitoring and reporting. It empowers enterprises to track, measure, and report on every SEO effort and its ROI. It offers out-ofthe-box integration with all major analytics packages, over 6 patentpending visualizations for robust reporting and analysis, and daily automated alerts.

enabled thousands of organizations to create and manage more than 30,000 dynamic websites.

Slingshot SEO

SEOhosting.co.uk

Booth 113 www.slingshotseo.com Slingshot SEO is a professional search engine optimization practice whose full-service strategic consulting and internet marketing services deliver unparalleled results for its enterprise SEO clients.

Slingshot’s tight, business-impacting plans enable clients to conquer search with confidence. The company’s results are driven by a tireless passion to master the science of search.

Booth 209 www.seohosting.co.uk SEOhosting.co.uk is taking SEO to a new level by offering country specific C-class IP hosting via our dedicated servers and VPS solutions. The basic idea behind SEO hosting is that having your websites on unique IPs may give you an advantage over your competitors’ SE rankings. We offer the option to host all of your websites on one physical server at a single geographical location, but on different C-class IPs. This creates the impression that your domains are operated by unique entities.

Booth 106 www.topseos.com The independent authority on search vendors, topseos.com evaluates and ranks the top internet marketing companies. Categories ranked by topseos include search engine optimization, pay-per-click management, affiliate marketing, and social media optimization.

Since 2002, topseos has been a trusted resource for businesses looking to launch or improve internet marketing campaigns.

SEOmoz

Visibility Magazine

Lanyard & Badge booklet Sponsor www.seomoz.org SEOmoz develops the industry’s number one SEO software, provides a robust link intelligence API for third-party applications, maintains a comprehensive collection of SEO and online marketing resources, and hosts the web’s most vibrant SEO community.

SEOmoz PRO offers a complete set of software, tools, and resources to maximize and simplify your site’s search engine optimization.

Linkscape, SEOmoz’s unique index of the web that crawls over 350 billion URLs, powers the popular Open Site Explorer link analysis tool and over a dozen SEO software companies.

Booth 105 www.visibilitymagazine.com Visibility, the print magazine, heralds a beginning in the world of Internet marketing. This is the first time an established digital presence, topseos.com, is venturing into the traditional print media domain. Visibility is published quarterly and covers a wide range of topics including, but not limited to, organic optimization, payper-click marketing, website analytics, affiliate marketing, and press release distribution.

7Search.com Booth 203 www.7search.com 7Search.com is a high-performing, low-cost, advertising pay-perclick search engine network. We deliver traffic from hundreds of niche web properties, search engines, and portals with a better ROI than any other PPC network. 7search offers no minimum monthly spend, low cost-per-click, industry-leading and patented fraud detection, responsive and expert PPC customer support, and innovative advertiser tools and services.

Sitecore Booth 101 www.sitecore.net Sitecore redefines how organizations engage with their customers online, powering experiences that can sense and adapt to a customer’s needs to increase revenue and customer lifetime value and satisfaction. Sitecore’s powerful development platform, integrated marketing automation tools, and intuitive editing workspace have

12 SES • October 2011 {Chicago}

topseos.com

Website Magazine Booth 103 www.websitemagazine.com Website Magazine, the Magazine for Web Success, presents expert information on how to succeed on the Internet in 12 print issues per year, in print, digital, iPhone, Android, and iPad editions. WebsiteMagazine.com offers news and blogs daily, as well as five e-newsletters. Website Magazine also developed a foundation to lessen the impact of the printed magazine on the environment— learn more at ReplaceATree.org.

Wpromote Inc. Booth 104 www.wpromote.com Wpromote is a privately held firm that has been a leader in the search engine marketing industry since 2001. Wpromote is ranked as the number one integrated search marketing company by topseos. com and is a five-time Inc. 500|5000 honoree. Wpromote’s objective is to help clients realize greater success through its superior search marketing service. Through its full-service integrated search engine marketing, clients develop a more comprehensive online presence.

focus: Social Media Marketing

Building your insider’s club Three metrics to track and measure social media success.

by Sundeep Kapur

A

t a certain point in my career, I was asked to conquer the social sphere, for two basic reasons: almost everyone was in it, and almost every business was doing it. As I made my way through the maze of social networking, I developed basic metrics for assessing return on investment, return on time, and return on effort. These three practical metrics—engagement, cost reduction, and increase in attributable revenue—can clearly show how successful your social media campaign is.

My success with YouTube videos is measured in very simple terms: views and views with comments. In my point system, I give one point for a view and 20 points for a view with comments.

My blog metrics are simple, too: total views, number of shares, and the amount of comments.

I measure success in two ways: first, by the positive change in the number of friends, followers, or clicks; second, by the amount of interaction.

Metric 1: Engagement

Metric 2: Cost Reduction

One of my clients is a cataloger that incorporates four social media channels: Facebook, Twitter, YouTube, and a blog. Together these channels form what I call an insider’s club, or a group of people who care about your brand.

These people tell you what is right, guide you when you are wrong, and stand up to support your brand. These are brand ambassadors and people who will answer questions from other consumers.

Facebook is the digital living room where friends hold conversations on a variety of related topics. Twitter is the means to spread the word and search for new fans. YouTube is the outlet for related industry videos, product demonstrations, and videos from members of the club. The blog serves as the social channel “residence” by incorporating all of these tools and content.

I begin by writing an article for the blog that includes both a video and a picture. Next, I post the picture, a snippet from the article, and a link to the entire article to my Facebook page. I then solicit feedback from my friends. The three types of feedback, in order of weight and importance, are comments, votes, and likes.

Next, I post the article on Twitter with a little twist. Rather than posting the article’s headline with a link, I take about 80 to 90 characters of useful information plus the link to the rest of the article. My goal here is to generate re-tweets that drive people back to the original article on my blog.

A banking client of mine hosts monthly seminars on financial best practices. Promotion for each seminar costs $4,500 and includes direct mail and two local newspaper ads.

Each seminar usually hosts 200 customers and requires six weeks of promotion.

One month we tried using the web to get people to the subscribe page. We wrote an article about the event, showed pictures from past events, and included three short videos from the featured expert. Next, we spread the word through Twitter and Facebook, and offered our potential attendees an opportunity to ask questions of the expert.

Every week, we answered three questions through the blog or YouTube and featured this interaction on all of our social media channels. We asked people to vote on the best question and rewarded the question with a $25 gift certificate. We announced a winner each week, but gave the certificate at the event. Thanks to this dialogue, our upcoming event attracted a lot of attention and pre-registered attendees.

Digital marketing took the same amount of time and effort as direct mail did. Tracking the results of our ongoing engagement in real-time allowed us to adjust our campaigns and get to know our seminar attendees before they even walked through the door.

Our only cost to market the event was $100 in gift certificates. We ended up saving $4,400 per event! My approach to cost reduction is quite simple. I keep looking for

14 SES • October 2011 {Chicago}

expenses that I can reduce through the systematic application of social media.

Metric 3: Increase in Attributable Revenue

My good friend co-owns Guglee, an Indian restaurant in London. He and his brother are passionate about offering superb food and service. Their approach to social media is very practical. To them, social media is worth doing only if it gets people to come to their restaurant.

They engage their customers via a simple survey on their social media channels. They use social media to remind consumers about special events. They utilize YouTube in a straightforward way: First, they explain their dishes so that consumers will feel comfortable ordering the exotic fare.

Second, they choose their words carefully and deliver the message in an engaging way to coax consumers into visiting the restaurant.

Third, they make the video trackable by coming up with unique names for their dishes and asking consumers to request those dishes. The cycle continues as they ask for feedback through their social channels.

You have to be able to drive attributable revenue through social media. Develop unique words, trackable links, or coupon codes with which you can measure redemption.

Conclusion

Social media is about making people-topeople connections, saving money, and driving attributable revenue. The monetizing bit makes it practical. You have to track and measure your efforts effectively in order to successfully create your insider’s club.

Sundeep Kapur, digital evangelist at NCR, has been assisting organizations with their converged channel marketing strategies since 1990. From direct marketing to digital to converged, he is a passionate teacher who works with businesses across multiple industries, helping them to enable technology and services to brand and personalize, and speak to consumers more effectively.

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focus: Social Link Building

The impact of links in social media Recognize the social linking potential for your site, and balance that potential with the practical.

by Eric Ward

K

eeping up with the latest social media services and sites can make you dizzy.

As search engine algorithms get more sophisticated, every link they come across represents a potential signal from which they will make decisions. And these links include social links. Google has admitted that they use signals from social media sites “in limited situations”; Bing has said the same about Facebook links. Then there’s Twitter. But the social link universe is not just about a few major players with high brand recognition.

What Is a Social Link?

Social links can be defined in a number of ways, the most obvious being the links someone tweets to their followers, or the links shared in Facebook’s “What’s on your mind” box, or in Google+’s “Share what’s new” box.

But social media and social media linking and link building are about much more than just Twitter, Facebook, and Google+. There are popular social bookmarking sites like Delicious, content discovery services like StumbleUpon, and many other sites that you’ve probably never heard of and never will. There are mass collective voting popularity sites like Digg, and subject-specific communities as topical as PictureSocial for photographers, BakeSpace for bakers, and rugbylines.com for rugby players.

Defining social media at all can be a challenge. Isn’t the web itself social already?

What about web-based forums and bulletin boards, and even collective series of blog comments about specific subjects? Aren’t these social, too?

Regardless of how you and I define social media, from the perspective of links and search rank, there will be people who view social media as simply another potential way to improve search rank. Indeed, the links that point to your site tell a story about your site, and the search engines use that story to decide just where your site ranks for any given search term.

16 SES • October 2011 {Chicago}

Social Link Spam

Search Engines and Social Links

In a 2009 post titled “Social Media Links— Spam 2.0” (available on www.ericward.com), I made the following statement. It might be as relevant today as it was then.

Some sites will logically and naturally benefit from social media links, while others won’t. The search engines are aware of this, and the unspoken algorithmic reality is they can’t apply a set of social linking and sharing metrics equally across all industries. What is one more Twitter follower worth to Ashton Kutcher? What’s it worth to that mining industry company? Remember too that getting a flood of traffic is meaningless unless you have an objective in mind for what you want to do with that traffic when you get it.

As with most online marketing tactics, the key is in recognizing the social linking potential for your site, and balancing that potential with the practical. Knowing which types of content can benefit from social linking, and then properly pursuing and obtaining these links, is a far more useful skill than opening up 25 separate social bookmark accounts, which anyone can do. Links for the sake of links are pointless.

The reality is that you can submit links to hundreds of social media sites and receive no value from them at all. And just because your site or content might be relevant or on topic, if you have no influence within your network of followers/users/readers/circles/ friends, what you send them is not going to spread, or help anyone or any algorithm.

Those of us who are in the link building business need to recognize and respect the distinct culture of social media networks.

Social media is not there to be exploited for SEO. Don’t ask “What can social media do for my links?” That’s just spam2.0.

Instead, ask, “What can I do to contribute to the conversation aside from link drops?”

If you have nothing to add but company and/or client links, frankly, you’re wasting your time, and ours. If you worked for the engines, would you really trust anything about social links enough to incorporate it into a ranking adjustment? Maybe in certain cases, and for certain topics, but if you spend some time looking through the social apps, you’ll see they are polluted already by the usual suspects.

It’s true that social media networks and tools do represent linking opportunities and do enable link building. But such networks and tools also appeal to the uglier side of link building. Since it takes only a couple of minutes to create a social account at one of the hundreds of social-related services, these services naturally attract people who are there just to see if they can get a rankings boost from them. How many people would quit these services if the search engines announced that socially shared links would not impact search results?

It’s also worth noting that maybe not every website needs a social media linking strategy. This may make me, a link builder, sound like a heretic, but if your business is selling underground port-a-potties to the mining industry, do you really need to worry about how many Facebook likes you have?

Recognized as an expert on content linking strategies, Eric Ward (www.ericward.com) helps companies create and execute linking strategies to increase awareness of their web content. He also teaches his techniques and publishes LinkMoses Private, an email strategy and linking opportunity alert service. His clients include PBS.org, WarnerBros, Disney, The Discovery Channel, National Geographic, The New York Times, TVGuide.com, and Weather.com. Ward founded the first web-based public relations and web promotion services, called NetPOST and URLwire, in 1994.

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sessions

Conference Day 1 Tuesday, November 15 Hyatt Regency (151 E. Wacker Dr.)

7:45–8:45a Introduction to Search Engine Marketing This session will provide a clear and concise overview of the key concepts involved in search engine marketing. What are the major search engines, and how can you optimize them to gain “natural” or “organic” traffic without cost? Learn how to achieve top ranking or placement by utilizing search engine advertising opportunities.

This is a must-attend basic session for anyone new to SES events.

Speaker: • Dr. Ralph Wilson, Founder & Editor-in-Chief, Web Marketing Today®

9:00–10:00a Conference Welcome & Opening Keynote: Guilty Marketers—Wasted & Wishful Multi-Channel Marketing Spend Keynote Speaker: • Mikel Chertudi, SES Advisory Board; Senior Director of Marketing, Adobe

10:30–11:30a SEO Track The Tools of the Trade for SEO If you are responsible for your company’s search engine optimization, then you know that you need all of the various tools of your trade close at hand. This session will describe the tools that can help you accomplish your tasks, including indexing, competitive analysis, site ranking, diagnosing and remedying problems, pagelevel information, site-level information, on-page optimization, and much more Moderator:.

• Mike Grehan, Chair SES Advisory Board; Global VP Content, SES/ Search Engine Watch/ClickZ Speakers: • Ron Jones, President/CEO, Symetri Internet Marketing • Jamie Smith, CEO, Engine Ready

Paid Search Track Analytics for Paid Search With an array of new targeting options (display ads, new ad formats, remarketing, Facebook, etc.), it’s an important time to prioritize how you analyze PPC campaign data and act on it. Which metrics are worth your time? Which new tools and reports are useful? Which will waste your time? Is it time to step up your use of campaign automation? How can you build a better dashboard to help synthesize multiple campaign efforts?

Speaker: • Andrew Goodman, SES Advisory Board; President, Page Zero Media

18 SES • October 2011 {Chicago}

Accelerator Track Duplicate Content & Multiple Site Issues More and more site owners are concerned that they might get penalized accidentally or overtly because of duplicate content. If you run mirror sites, will search engines ban you? Is there an issue if you have listings that are similar in nature? What happens if you syndicate content through RSS and feeds? Will other sites be considered the “real” site and rob you of a rightful place in the search results? This session will take a look at all canonical issues and explore repairs and solutions.

Moderator: Anne F. Kennedy, SES Advisory Board; International Search Strategist, Beyond Ink USA Speaker: • Eric Enge, President, Stone Temple Consulting

Kick Start Track Introduction to Paid Search Paid placement is a form of search advertising that provides a top ranking in return for payment. Every major search engine offers a paid placement program. Especially geared for beginners, this session offers details on programs from major providers and advice on how to succeed.

Solo Presentation by: • Melissa Mackey, Search Marketing Manager, Fluency Media

11:45–12:45p SEO Track Information Architecture for the Modern Website We all know how to develop sites to be search friendly, but how do we architect sites for the rapidly evolving cross-media challenges of social media, real time, and user-generated content? Learn how to design and deploy a next-generation site architecture that maximizes your chances of findability, no matter where and how searchers look for you.

Solo presentation by: • Shari Thurow, Founder & SEO Director, Omni Marketing Interactive

Social Media Track Automating Social Media: Creating & Distributing the Message Part social network, part social search engine, and all social media marketing opportunity, Twitter and other social media outlets can help your business reach more customers, influencers, and audiences than ever before. If you’ve been experimenting with social media and want access to advanced tactics for identifying influentials, effective messaging strategy, integration with other social media, and operationalizing message distribution and measurement, then this is the session for you. Lady Gaga and Justin Bieber might have the followers, but this session will focus on results.

Faster reporting.

Faster trafficking.

Faster optimization.

Better decisions.

The rebuilt, redesigned DoubleClick Search is here.

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Learn more at www.google.com/doubleclick/advertisers/search.html

© 2011 Google Inc. All rights reserved. Google and the Google logo are trademarks of Google Inc.

sessions

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Conference Day 1 (cont’d) Tuesday, November 15 Hyatt Regency (151 E. Wacker Dr.) Moderator: Matt McGowan, Managing Director, Americas, Incisive Media Speakers: • Jonathan Allen, Director, SearchEngineWatch • Charles Black, President & Chief Strategy Officer, Technorati Media • Aaron Goldman, CMO, Kenshoo

Accelerator Track Enterprise PPC: Capturing Demand While Governing Your Brand Marketers lose significant dollars because of keyword cannibalization within their own organizations, whether it’s multiple divisions or multiple physical locations creating conflict. Companies also miss opportunities to lock out the competition by leveraging brand equity.

In this session, specifically intended for enterprise PPC campaigns, Performics will teach you how to create governance strategies that drive more revenue to your bottom line. This session will cover: • Governance analysis: How to assess your current governance opportunity.

• Intent analysis: How participant intent drives governance decision making.

• Governance implementation: What are the core dependencies of implementing a successful governance strategy.

Speakers: • Matt Miller, SVP, Strategy & Analytics, Performics • Linda Khoshaba Sturman, VP, Business Development, Performics

Kick Start Track Introduction to SEO This SEO overview will help you understand what the search engines are looking for, and how the principle of building your site for your customers will also please the search engines. In clear, nontechnical language, you’ll learn the latest optimization trends along with the best practices necessary to make an immediate impact on your internet presence and website profitability.

Solo Presentation by: • Matthew Bailey, SES Advisory Board; President, Site Logic Marketing

2:00–3:00p SEO Track Metrics for SEO As knowledge of SEO practices moves from the offices of the optimizers to the board room, the standard metrics are straining under the weight of the all-powerful bottom line. This panel will discuss a myriad of ways to move beyond PageRank, indexed pages, and linked sites and into metrics that can make you a hero and, better still, get your budget increased to a respectable level.

Speakers: • Ben Bailey, Director of Analytics, SiteLogic • Jon Morris, Founder and CEO, Rise Interactive

20 SES • October 2011 {Chicago}

Paid Search Track Paid Search Competitive Analysis In this session, we take a close look at what tricks you can use with search engines to analyze your competitors’ game and what free and premium tools are available to dive deeply into their strategy.

Join us for a candid discussion as panelists reveal their secrets for monitoring competitive forces and threats while sharing tips that can be successfully applied to any business intelligence effort. After attending this session, you’ll have the skills to easily discover what keywords your competitor is targeting, how much your competitor is spending on ads, and opportunities your competitor is missing.

Speaker: • Matt Van Wagner, President, Find Me Faster

Social Media Track Score! Social Media & Sports We’ve all heard the stories about major league athletes using social media to further their personal agendas. But by now, just about every major sport, league, and team has also embraced social media as a sure-fire way to win fan engagement. What this means for the organizations is access to many more fans way beyond the capacity of their stadiums. In this very fast-paced session, you will hear from the team organizations themselves as they share their experiences on Facebook, Twitter, and YouTube. You will learn firsthand how these social media outlets are providing the organizations with new and lucrative outlets for sales through promotions, email, tweets, and mobile phones.

Moderator: • Jamie Trecker, Senior Writer/Columnist/Analyst, Fox Sports and Fox Soccer Channel Speakers: • Scott Reifert, VP of Communications, Chicago White Sox • Bryan Srabian, Director of Social Media, 2010 World Champion San Francisco Giants • Peter Stringer, Director of Interactive Media, Boston Celtics

Kick Start Track Introduction to Analytics Cut to the chase! Use analytics tools to get the specific answers you need about your search marketing campaign’s economic performance, your users’ on-site behaviors, and ways to look for major red flags in traffic patterns. This slate of experts will keep you focused rather than poring through hundreds of pages of meaningless statistics.

Solo presentation by: • Thom Craver, Web and Database Specialist, Saunders College (RIT)

Conference Day 1 Sessions continue on page 32.

sessions

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Conference Day 2 Wednesday, November 16 Hyatt Regency (151 E. Wacker Dr.)

9:45–10:45a SEO Track SEO 2.0: Less is More When is SEO overdone and how can you prevent this from happening on your website? Are there tsunami warnings to get out of the game before Google’s next Panda hits? Learn from this panel of SEO experts how to find the ideal balance for your site—not overdoing SEO but also not leaving organic search traffic to your competitors.

Moderator: • Eric Enge, President, Stone Temple Consulting Speaker: • Kathleen Fealy, President, KF Multimedia & Web, Inc.

Social Media Track Social Media Signals in Search The winds of change are blowing. Both Google and Bing are making rapid moves to integrate social elements into their search results.

The social sites themselves are making rapid changes: Facebook offers like, send, and share buttons; Twitter has launched its follow button. How are all these changes going to affect you as a publisher? This can’t-miss session will give you insight into what is happening and how it affects your web site publishing strategy.

Speakers: • Andrea Fishman, VP of Global Strategy & Managing Partner of BGT Chicago, BGT Partners • Jim Yu, Founder & CEO, BrightEdge

Accelerator Track Crossing the Digital Divide: The Leap from Search to Display Historically, display advertising has lacked the targeted pricing, placement, and ROI of search. The advent of new display optimization technologies and next-generation ad exchanges, however, is offering a fresh take on an outdated media model. This session will offer an introduction to demand side platforms and ad exchanges, as well as advice for experienced search advertisers who want to make a foray into exchange-traded display to broaden their media mix.

Speakers: • Alan Chapell, President, Chapell & Associates • Dax Hamman, Chief Revenue Officer, Chango • Marc Poirier, Co-Founder and CMO, Acquisio

11:15–12:15p SEO Track Panda vs. Human: Advanced eCommerce SEO & UX Different demographics have different preferences, and we must design interfaces that work well for all of them. Designing an interface that is also easily crawlable for robots pandas often presents different considerations. This session will introduce cutting-edge

22 SES • October 2011 {Chicago}

human interfaces from Greg Nudelman’s Designing Search: UX Strategies for eCommerce Success, and then consider the same interfaces from the view of the panda. It will also explore the considerations in satisfying both audiences in each of these designs.

Speakers: • Greg Nudelman, CTO, Design Caffeine Inc. • Jaimie Sirovich, CTO, SEO Egghead Inc.

Paid Search Track Landing Page Optimization Getting someone to come to your website is only half the battle.

Once visitors arrive, the landing pages are a crucial component in moving them to act. If your conversion rate is too low, you are literally turning away business. This session will give you a crash course in how to tune and tweak your key web pages to get the conversion.

Moderator: • Bryan Eisenberg, SES Advisory Board; New York Times Bestselling Author, bryaneisenberg.com Speaker: • Nathan Richter, Strategic Services Director, Monetate

Social Media Track Social Media Linking & Promotion The surge in social media usage has created opportunities (and frenzy) among link building, SEO, and public relations professionals. It’s true that links are shared now by people in multiple ways that didn’t exist just a few years ago. But what is the true effect and strategic value of these shared links? In this session the panelists show live examples of the many ways social media can be used and, sadly, abused for link building and publicity purposes.

Speakers: • Loren Baker, VP of Marketing, BlueGlass Interactive, Inc. • Eric Ward, President, EricWard.com

Accelerator Track The Convergence of Search, Social, & Content Marketing The Google Panda update just made great content critical. Social media is grabbing all the headlines. Search gets more powerful every year. But how do they all play together? How do you increase your odds of being found both in search and social media? How will you consistently create content your audience will enjoy? Join this panel as they walk you through a step-by-step approach that any organization can follow to grow its business online.

Moderator: Anne F. Kennedy, SES Advisory Board; International Search Strategist, Beyond Ink USA Speakers: Aaron Kahlow, Chairman & Founder, Online Marketing Summit Arnie Kuenn, President, Vertical Measures

sessions

Conference Day 2 (cont’d) Wednesday, November 16 Hyatt Regency (151 E. Wacker Dr.)

E-Commerce Track Pagination for e-Commerce Sites With the advent of rel=prev and rel=next, new tools are available that enable a better match between the needs of users and engines This session will explore how to use these tools, along with View All pages and the rel=canonical tag, to solve the pagination issue for your site.

Solo Presentation by: • Eric Enge, President, Stone Temple Consulting

12:15–1:15p Meet the Experts: Round Table Forum See description under Conference Day 1, 4:30–5:30p (page 32)

2:30-3:30p SEO Track The Basics of Link Building Discover how search engines rely on link analysis as an important component for ranking web pages. You will also learn how to increase traffic to your site by building quality links in an appropriate manner.

Solo Presentation by: • Eric Ward, President, EricWard.com

Paid Search Track Taking Over a Paid Search Account Like a Pro In this session, industry leaders Performics, iProspect, and Fuor Digital will share best practices for taking over an existing paid search account and sophisticated techniques designed to maximize the outcome of transition. The panel will share insights into how changes to campaign structure, ad copy, match types, and keyword negatives can improve efficiency and overall effectiveness.

Moderator: • Matt Lawson ,VP of Marketing, Marin Software Speakers: • Joshua Dreller, VP of Search, Fuor Digital • Jeremy Hull, Associate Director of Paid Search, iProspect • Oliver Sowards, Group Account Director, Performics

Social Media Track Screw Viral Videos Win with base hits instead of swinging for the fences and always striking out. Jeffrey Harmon, chief of marketing at Orabrush, and Austin Craig, Orabrush spokesman, will take a deep dive into how Orabrush’s “Reverse Marketing Model” has accumulated over 39 million views on YouTube through a sustainable strategy.

Speakers: • Austin Craig, Spokesman, Orabrush • Jeffrey Harmon, Chief Marketing Officer, Orabrush

24 SES • October 2011 {Chicago}

Accelerator Track B2B Lead Generation Management & CRM Integration This session will focus on post-click best practices specific to B2B search marketers and companies with a complex sales cycle. Examples and case studies will include conversion improvement tips; landing page and microsite testing; lead scoring, nurturing, and management; and following search leads through to offline sales.

E-Commerce Track Navigating “The Dip”: Planning a Successful Site Re-launch This session provides criteria for deciding when a full website relaunch is warranted, and what to expect in terms of short-term hiccups and continuity problems. Speakers will present case studies that address medium- to long-term goals that can improve bottomline performance from all channels, with particular attention to best practices in SEO and PPC. Panelists will report recent real-world results, not just armchair theory.

Speakers: • Andrew Goodman, SES Advisory Board; President, Page Zero Media • Kevin Lee, Co-Founder & Executive Chairman, Didit

3:45-4:45p SEO Track Bringing SEO In House: The Pros and Cons Managing SEO in house at mid- to large-sized organizations can pose many challenges. Once a company decides to start SEO in house, what’s next? In this session you’ll learn what you need to do in order to manage a successful in-house SEO program. Hear our marketing experts deliver the keys to success in building wellintegrated search marketing programs that thrive on support from all levels of the company.

Moderator: • Simon Heseltine, Director of SEO, AOL Inc.

Paid Search Track Ads in a Quality Score World More and more, ranking well in paid search listings is less and less about how much you pay and more about the “quality” of your ad campaign. But what goes into making up your quality score? In this panel, we’ll take a closer look at quality factors and give tips on increasing the perceived relevancy of your campaigns.

Moderator: • Matt Van Wagner, President, Find Me Faster Speakers: • Paul Corkery, SMB Operations Program Manager, Search Platform & Tools, Microsoft Advertising • Noran El-Shinnawy, Director of Marketing, BoostCTR

Download the SES mobile app for the latest information.

Conference Day 2 (cont’d) Wednesday, November 16 Hyatt Regency (151 E. Wacker Dr.)

Social Media Track Local + Social: The Future of Promotion Clearly two of the hottest categories in online marketing are local search and social. Find out which data feed services work best for mass local listings online and on the mobile web, plus which social networking features have the most effect on local marketing. This session will offer tried and true strategies for maximizing visibility on the local search and social web.

Moderator: Anne F. Kennedy, SES Advisory Board; International Search Strategist, Beyond Ink USA Speakers: • Benu Aggarwal, Founder & President, Milestone Internet Marketing • Gregg Stewart, President, 15miles

Accelerator Track Channel Surfing: Measuring Profit & ROI Across Channels Which types of ads or combinations of ads are the most likely to lead to conversion? And which ads result in the highest profit and ROI? Proper attribution models give marketers scientifically valid ways to determine how particular channels had an influence on purchase or conversion. Panelists will identify methods for determining attribution and will pinpoint common attribution misconceptions.

Moderator: • Mikel Chertudi, SES Advisory Board; Senior Director of Marketing, Adobe Speaker: • Wes Nichols, CEO & Cofounder, MarketShare

Moderator: Dana Todd, VP of Performance Innovation, Performics Speaker: Bruce Clay, President, Bruce Clay, Inc. Thom Craver, Web & Database Specialist, Saunders College (RIT)

Paid Search Track Building Brands without Big Brand Budgets Wpromote and Bonobos will discuss innovative strategies used by leading e-commerce players to get more value out of every dollar spent in online marketing. We will share tips on how to extract more juice from stagnating PPC campaigns, ideas on how to test new ad formats to help you stand out from your competition, and new strategies for email marketing.

Moderator: • Michael Mothner, Founder & CEO, Wpromote Inc.

Social Media Track Next Gen YouTube Marketing This session will share successful video marketing case studies, specific advanced optimization tactics, and YouTube networking advice that can help boost your next video marketing projects to the next level.

Speakers: • Greg Jarboe, President & Co-founder, SEO-PR • Mark Robertson, Founder, ReelSEO

Accelerator Track Insider Tips for Ad Optimization

If you are looking to get more out of your ecommerce efforts, and want to go deeper in using analytics to drive better decisions, this panel will be your guide. Analysts will share the three most valuable reports for e-commerce and how they use these reports to generate income, increase profits, and make better marketing decisions.

Speaker: • Matthew Bailey, SES Advisory Board; President, Site Logic Marketing

Do you want to know why your image on Facebook is turning people off from clicking on your ad? Are you hungry to learn what you need to do to consistently improve your online advertising performance? We’ll get insider secrets from Facebook’s marketing API program manager, the CEO of BoostCTR, and top-selling online retailer CafePress.

Moderator: • Bryan Eisenberg, SES Advisory Board; New York Times Bestselling Author, bryaneisenberg.com Speaker: • David Greenbaum, Founder and CEO, BoostCTR

5:00-6:00p

6:00–7:00p

SEO Track SEO is Dead: Long Live SEO!

Open Mic: SEW Black Hat, White Hat Unconferenced

SEO is dead.... No it’s not.... Yes it is! This has been an ongoing debate for quite some time now. So what’s the truth? We have a panel of experts for you to agree with—or disagree with. It’s a totally open discussion and it’s led by the most important person in the room: you!

Search engines provide guidelines to protect their algorithms and the integrity of their results. But these are not laws; they are what they are: guidelines. Do we really have to stick to them? Join us for our unique unconferenced session. No formal presentations—and all with a glass of your favorite beverage in your hand, of course!

E-Commerce Track e-Commerce Analytics: 3 Reports You Can’t Live Without

sesconference.com • SES 25

sessions

Conference Day 3 Thursday, November 17 Hyatt Regency (151 E. Wacker Dr.)

10:45–11:45a SEO Track Enterprise Level SEO This enterprise level SEO session is designed to meet the specific challenges of large enterprise organizations. Topics for discussion will include SEO tactics specific to large sites, the challenges of educating key stakeholders in the organization including budgeting issues, and implementation hurdles common to large organizations including CMS issues and IT team challenges. This session will also include a proven model of organization for your enterprise level SEO campaign as well as a summary of key metrics.

Moderator: • Mike Grehan, Chair SES Advisory Board, Global VP Content, SES/ Search Engine Watch/ClickZ Speakers: • Bill Hunt, SES Advisory Board; President, Back Azimuth Consulting • Craig Macdonald, SVP and Chief Marketing Officer, Covario

Paid Search Track PPC Beyond Search: New Ad Formats, Display, & Social For some time, paid search campaign managers have been told to treat search campaigns and “contextual” ads, often managed through the same platform, as distinct targeting methods. This session brings marketers up to speed on the state of the art, including new ad formats like Sitelinks and Product Extensions, various flavors of managed and automatic content matching, and new tactics for managing and bidding on various placements.

Speaker: • Joseph Kerschbaum, Vice President, Clix Marketing

Local/Mobile Track Smart Mobile Marketing This session will help you understand how mobile marketing fits into the traditional and online marketing mix and determine what marketing strategy is most appropriate for your business. It will provide tips for updating existing sites to work on a variety of mobile devices and will expose the major online marketing mistakes made by some of the top mobile marketing agencies.

Speakers: • Michael Martin, Senior SEO Strategist, Covario • Helene Rosenblum, VP, Media, Leapfrog Online

Accelerator Track Brand Resilience & Reputation Management in a High-Speed World In this session the speakers will discuss how to assess your brand risks, learn how to detect early warning signals, and adapt your defenses. You will learn what you can do to manage your reputation on-site, in social media, across customer complaint sites, in product

26 SES • October 2011 {Chicago}

searches, and in the news. The speakers will also draw on the experiences of today’s most well-known brands.

Moderator: • Alan Chapell, President, Chapell & Associates Speakers: • Jonathan Copulsky, Principal, Deloitte Consulting LLP • Tony Wright, CEO, WrightIMC

Exchange Traded Media Track Search: Where to Next?

It’s been said that the best way to predict the future is to invent it.

And almost everyone likes to speculate about the future. When it comes to search marketing, none are better at it than our veteran panel of industry insiders. Join us for an illuminating discussion as we peek into the next generation of digital marketing.

Moderator: • Anne F. Kennedy, SES Advisory Board; International Search Strategist, Beyond Ink USA Speakers: • Eli Goodman, Search Evangelist, comScore, Inc. • Zephrin Lasker, CEO and Co-founder, Pontiflex • Alan Osetek, President, Resolution Media • Dana Todd, VP of Performance Innovation, Performics

12:15–1:15p SEO Track SEO Competitive Analysis Competitive analysis is one of the most important and informative components of an SEO strategy. Your competitors are a wealth of free information. From determining which links are providing your competitors with the most value, to deciphering what their most profitable keywords are, with the right systems in place you’ll be able to capitalize on their mistakes and learn from their successes.

This session will cover on-site competitive analysis, off-site competitive analysis, and competitor monitoring.

Speakers: Chris Boggs, Director, SEO, Rosetta Jin Han, Director of Online Media & Search, Compete Inc.

Paid Search Track The Tools of the Trade for Paid Search The competition is fierce in paid search! From small in-house accounts to accounts with millions of keywords, it’s the NEW advances in SEM technology that might just make the difference between success and failure. At this panel, top paid search tool vendors will showcase their latest features in bid management and campaign workflow efficiencies, and reveal what the future holds.

Speakers: • Brad Geddes, Founder, Certified Knowledge • Dan Morrison, Senior Search Marketing Manager, Adchemy

Download the SES mobile app for the latest information.

Conference Day 3 (cont’d) Thursday, November 17 Hyatt Regency (151 E. Wacker Dr.)

Local/Mobile Track Search on Mobile Devices: The Next Frontier Search on mobile devices is a different game than it is on the desktop. Users can’t rely on Google to deep link into their mobile apps.

Yet search is needed even more on these smallest screens. So why are the search features within apps so old school? Let’s envision a scenario for mobile that provides more robust search for each app— with instant results, real-time indexing of cloud-based content, AND on-device content—and that learns from users’ past behavior.

Speaker: • Daren Gill, Chief Product Officer, Veveo

Accelerator Track SEO in the World of New gTLDs There is a great deal of interest in how new, top-level domains (TLDs) will impact search engine optimization. A lot of debate on the issue has been fueled by speculation. This panel will introduce an analysis of how Google search results today provide a solid indication of how gTLDs may factor in serving up results in the near future. The panel will help you determine what domain extension is best for your brand and explain how you could gain significant marketing value by selecting one over the other.

Moderator: • Matt McGowan, Managing Director, Americas, Incisive Media Speaker: • Tim Callan, Chief Marketing Officer, Melbourne IT Digital Brand Services

1:30–2:30p SEO Track—Spotlight Session Content Marketing Optimization The core of any search or social media marketing program is content. Digital assets, rich media, web pages, MS Office, and PDF docs, as well as content created and shared by consumers, all offer opportunities for optimization. Online marketing is increasingly competitive and brand marketers worldwide are seeking real advantages that will improve the efficiency and impact of their social media and SEO efforts. This panel will provide unique insight into contentbased optimization strategies as well as tactics for sourcing, creating, and promoting optimized content on the social web.

Solo presentation by: • Lee Odden, SES Advisory Board; CEO, TopRank Online Marketing

Paid Search Track—Spotlight Session Is Retargeting / Remarketing Right for You? Remarketing, also known as retargeting, is a technology that allows marketers to show their ads to former site visitors while they surf elsewhere on the web. In this session you’ll learn the success factors for retargeting. In addition you’ll learn how to execute a campaign that balances the amazing yet anonymous intent information

gleaned from search terms against the “creepy factor” of running retargeting ads that make some consumers feel violated.

Solo presentation by: • Kevin Lee, Co-Founder & Executive Chairman, Didit

Local/Mobile Track—Spotlight Session Killer Facebook Targeting Tactics What can you do with a social network that has over 500 million members? Find out as these accomplished Facebook marketing experts share their killer tactics for harnessing the real marketing and e-commerce potential of advanced Facebook advertising, fan pages, and groups. Find out what some of the most successful Facebook marketing campaigns have in common and what tools can help make your social networking efforts pay off with killer results.

Speakers: • J.D. Gershbein, CEO, Owlish Communications • Marty Weintraub, President, aimClear

Accelerator Track—Spotlight Session Advanced Keyword Modeling Google Instant and Bing’s intent-based results are creating a need for a new generation of keyword research, expansion and modeling techniques. This session will guide you through ways to integrate data from search, social and traditional media to identify new opportunities and revenue streams.

Solo presentation by: Bill Hunt, SES Advisory Board; President, Back Azimuth Consulting

Exchange Traded Media Track Advanced Paid Search Tactics Your campaigns are performing OK. How do you take them to the next level? Advanced PPC tactics can actually be more fun than basic ones, because you get to activate both left and right brain power, tapping into your own unique aptitudes as well as your customers’ deepest desires. This session covers campaign expansion techniques, advanced ad testing, advanced auction theory, the proper use of relevant analytics reports, ideas for bid rules and campaign automation, techniques for acting on seemingly inconclusive data, and more.

2:30–3:00p Wrap-up Session At the end of every SES Conference & Expo, we like to provide an opportunity for the audience to give us feedback. Good, bad, or indifferen—we listen to it all. If you have ideas for ways that we can improve the experience, we really want to hear them. Mike Grehan, global VP of content for SES, Search Engine Watch, and ClickZ, will lead a small panel of SES advisory board members to answer any questions you have on any aspect of the show—but more importantly, to listen and take notes.

sesconference.com • SES 27

sessions

ClickZ Academy Training Monday, November 14 Hyatt Regency (151 E. Wacker Dr.)

8:00–12:00p

1:00–5:00p

B2B Online Marketing Training

Public Relations and Optimized Copywriting

This training session will teach you the tools and tips that will get your B2B company ahead of the curve. We will show you not only how to build the right metrics and exceed your goals, but also how to make yourself an irreplaceable asset.

Instructor: • Lauren Vaccarello, Director of Search, Display, & Social Advertising, Salesforce.com

This workshop covers the fundamentals of online PR and optimized copywriting best practices and how to apply them; tips on how to maximize online PR strategies; tips on headline, subhead, and description writing; and many more topics.

Instructor: • Lisa Buyer, President & CEO, The Buyer Group

Online Marketing Foundation—SEO

If you aren’t harnessing the power of social media, you are missing out on a tremendous opportunity. Many businesses jump into social media without a clear path to success or an evaluation of all of the alternatives. Learn how to approach social media strategically as well as best practices and case studies that will put you on the path to success.

Instructor: • Krista Neher, CEO, Boot Camp Digital

This no-nonsense, intimidation-free training is a wonderful way to kick off the SES conference. You will walk away with actionable information on how to perform keyword research, evaluate site structure for SEO friendliness, review the competitive landscape, incorporate social channels, write effective title/meta tags, incorporate linking into your programs, and evaluate and measure success.

Instructors: • Mark Jackson, SEW Expert & President/CEO, VIZION Interactive • Josh McCoy, Lead Strategist, Vizion Interactive

Local Online Marketing 101 to 411 With the digital local advertising market expected to double by 2014 to $35 billion (according to The Kelsey Group), have you incorporated local into your integrated strategy? You will emerge with a better understanding of the local landscape and be better equipped to develop strategy and action plans to tap into this important lead and sales source.

Instructor: • Gregg Stewart, President, 15miles

Social Media Marketing for Your Business

How to Architect a Search-Engine Friendly Website You will learn the whys, whats, and hows of architecting a userfriendly, search-friendly, and persuasive site that converts visitors into buyers. Whether you are a new marketer or a seasoned veteran, this workshop will help you take your campaigns to the next level of effectiveness. Web designers will learn how to avoid common pitfalls early in the design and architecture processes.

Instructor: • Shari Thurow, Founder & SEO Director, Omni Marketing Interactive

Partnered Training Workshops Friday, November 18 Hyatt Regency (151 E. Wacker Dr.)

aimClear

®

8:00–5:30p

8:00–5:30p

Facebook

MARKETING INTENSIVE

Search Engine Optimization Training

aimClear® Facebook Marketing Intensive Workshop

Bruce Clay, an industry recognized expert on SEO, will offer strategy and tactics necessary in today’s fast changing search world. The course, which covers SEO methodology, concepts, and strategies, will provide the process needed to achieve significant traffic. Focusing on white-hat search engine-compliant SEO methods, the course covers techniques allowing you to change your sites while staying away from the techniques that will get you in trouble.

INstructor: • Bruce Clay, President, Bruce Clay, Inc.

With nearly a billion registered users, Facebook represents a seriously fertile playground for cutting-edge marketers ready to sink their teeth in the social landscape. Deadeye targeting capabilities and relatively cheap CPCs make for a dynamic advertising channel and exciting branding opportunities. Join a panel of accomplished international Facebook marketers and saddle up for all the tips, tactics and best practices you can handle.

28 SES • October 2011 {Chicago}

Download the SES mobile app for the latest information.

OMS Social Media Marketing Summit Monday, november 14 Hyatt Regency (151 E. Wacker Dr.)

8:45–9:45a

1:15–2:15p

Keynote: State of Social Media— Ground Breaking Research from Comscore

Social Media Strategy & PR (SMC) Track PPC to Social Media Advertising: A Step-by-Step Guide to Execution

This deep dive session will review the latest trends within social media and what they signal for the future. Focusing on key demographics, it will reveal important findings about social media users and how different demographics utilize these networks differently.

Speaker: • Eli Goodman, Media Evangelist, comScore

10:15–11:15a Social Media Strategy & PR (SMC) Track Lessons from the Social Edge: Confronting Facebook, & Winning Join this interactive session for a deep dive into taking Facebook marketing head-on, including several case studies from some of the leading brands in the industry. Learn how Facebook Applications can drive engagement, conversions, and brand loyalty, and take a peek at Facebook’s News Feed algorithm updates.

Speaker: • Kelly Cutler, CEO & Co-founder, Marcel Media

Social to Drive Commerce & Lead Gen Track How to Find & Engage Those Who Can Influence Your Brand This session will cover how to locate influencers and engage them, tools and platforms to use, practical examples from the social front lines, and tips for applying these lessons to your own business.

Speaker: • Adam Proehl, Managing Partner, NordicClick Interactive

11:15–12:15p Social Media Strategy & PR (SMC) Track Three Practical Ways We Measure Social Metrics .Social success can be measured in three ways: through engagement, through a reduction in costs, and through an increase in attributable revenue. Join us for a case study on how we measure success for each one of these three metrics, and how the successful measurement of these metrics has helped us grow our social programs.

Speaker: • Sundeep Kapur, Digital Evangelist, NCR Corp.

• Dennis Yu, CEO & Co-founder, BlitzLocal

Social to Drive Commerce & Lead Gen Track Unleashing the Potential of Review Content This session will explore emerging marketing best practices that leverage review content. Learn how to leverage reviews to improve the impact of display, email, in-store, print, and search marketing.

This workshop will teach you about the 4 components of a successful social media PPC campaign and how Facebook, LinkedIn, and Twitter have opened up a new medium for pushing your message to a very specific audience.

Speaker: • Jamie Smith, CEO, Engine Ready

Social to Drive Commerce & Lead Gen Track How to Turn Your Customers into an Active— and Voluntary—Sales Force This session will provide an overview of referral marketing and take a look at the different channels marketers can use for their referralbased programs, the results they can expect, and best practices.

Speaker: • Trevor Legwinski, Director of Marketing, Extole

2:45-3:45p Social Media Strategy & PR (SMC) Track Like it or Not: The Do’s and Don’ts of Facebook Ads This workshop will teach you about the four components of a successful social media PPC campaign and how Facebook, LinkedIn, and Twitter have opened up a new medium for pushing your message to a very specific audience.

Speaker: • Aaron Goldman, CMO, Kenshoo

Social to Drive Commerce & Lead Gen Track The Revolution Will Not Be Televised.

It Will Be Socialized.

The power of revolution not only can topple governments; it can topple businesses as well. Find out why—and what you can do to stay successful.

Speaker: • Sage Lewis, President, SageRock.com

3:45–4:30P Keynote: Social Media! Does it Work?

Is it Legal? Is it Ethical?

Moderator: Sundeep Kapur, Evangelist, NCR Corporation Speakers: • Lynne Kurdziel, Founder & CEO, Luminate Marketing • Daliah Saper, Owner & Attorney, Saper Law Offices • Jenny Weigle, Social Media Manager, CareerBuilder.com

sesconference.com • SES 29

speakers Benu Aggarwal

Bruce Clay

Andrea Fishman

Founder & President, Milestone Internet Marketing

President Bruce Clay, Inc.

VP of Global Strategy & Managing Partner of BGT Chicago, BGT Partners

Jonathan Allen

Jonathan Copulsky

Brad Geddes

Director, SearchEngineWatch

Principal, Deloitte Consulting LLP

Founder, bgTheory.com

Ben Bailey

Paul Corkery

J.D. Gershbein

Director of Analytics, SiteLogic

SMB Ops. Program Mgr., Search Platform & Tools, Microsoft Advertising

CEO, Owlish Communications

Matthew Bailey

Austin Craig

Daren Gill

SES Advisory Board; President, Site Logic Marketing

Spokesman, Orabrush

Chief Product Officer, Veveo

Loren Baker

Thom Craver

Aaron Goldman

VP of Marketing, BlueGlass Interactive, Inc.

Web & Database Specialist, Saunders College (RIT)

CMO, Kenshoo

Charles Black

Joshua Dreller

Andrew Goodman

President & Chief Strategy Officer, Technorati Media

VP of Search, Fuor Digital

SES Advisory Board; President, Page Zero Media

Chris Boggs

Bryan Eisenberg

Eli Goodman

Director, SEO, Rosetta

SES Advisory Board; NYTimes Bestselling Author, bryaneisenberg.com

Search Evangelist, comScore, Inc.

Nathan Bransford

Noran El-Shinnawy

David Greenbaum

Social Media Manager, CNET/CBS Interactive

Director of Marketing, BoostCTR

Founder and CEO, BoostCTR

Lisa Buyer

Eric Enge

Mike Grehan

President & CEO, The Buyer Group

President, Stone Temple Consulting

Chair, SES Advisory Board; Global VP, Content, SES/ Search Engine Watch/ClickZ

Alan Chapell

Kathleen Fealy

Dax Hamman

President, Chapell & Associates

President / Web Strategist Consultant / Certified Usability Analyst, KF Multimedia & Web, Inc.

Chief Revenue Officer, Chango

Mikel Chertudi SES Advisory Board; Sr. Director, Online & Demand Marketing, Adobe

30 SES • October 2011 {Chicago}

Jeffrey Harmon Chief Marketing Officer, Orabrush

Download the SES mobile app for the latest information.

speakers Simon Heseltine

Kevin Lee

Lee Odden

Director of SEO, AOL Inc.

Co-Founder & Executive Chairman, Didit

SES Advisory Board; CEO, TopRank Online Marketing

Jeremy Hull

Craig Macdonald

Alan Osetek

Associate Director of Paid Search, iProspect

SVP & Chief Marketing Officer, Covario

President, Resolution Media

Bill Hunt

Melissa Mackey

Marc Poirier

SES Advisory Board; President, Back Azimuth Consulting

Search Marketing Manager, Fluency Media

Co-Founder & CMO, Acquisio

Greg Jarboe

Michael Martin

Scott Reifert

President & Co-founder, SEO-PR

Senior SEO Strategist, Covario, Inc.

VP of Communications, Chicago White Sox

Ron Jones

Matt McGowan

Nathan Richter

President/CEO, Symetri Internet Marketing

Managing Director, Americas, Incisive Media

Strategic Services Director, Monetate

Aaron Kahlow

Jon Morris

Mark Robertson

Chairman & Founder, Online Marketing Summit

Founder and CEO, Rise Interactive

Founder, ReelSEO

Anne F. Kennedy

Dan Morrison

Kevin Scholl

SES Advisory Board; International Search Strategist, Beyond Ink USA

Senior Search Marketing Manager, Adchemy

Social Media Manager, Red Roof Inn

Joseph Kerschbaum

Michael Mothner

Jaimie Sirovich

Vice President, Clix Marketing

Founder & CEO, Wpromote Inc.

CTO, SEO Egghead Inc.

Arnie Kuenn

Krista Neher

Jamie Smith

President, Vertical Measures

CEO, Boot Camp Digital

CEO, Engine Ready

Zephrin Lasker

Wes Nichols

Oliver Sowards

CEO & Co-founder, Pontiflex

CEO & Cofounder, MarketShare

Group Account Director, Performics

Matt Lawson

Greg Nudelman

Bryan Srabian

VP, Marketing, Marin Software

CTO, Design Caffeine Inc.

Director of Social Media, 2010 World Champion San Francisco Giants

sesconference.com • SES 31

Download the SES mobile app for the latest information.

speakers Peter Stringer

Shari Thurow

Dr. Ralph Wilson

Director of Interactive Media, Boston Celtics

Founder & SEO Director, Omni Marketing Interactive

Founder and Editor-in-Chief, Web Marketing Today®

Linda Khoshaba Sturman

Matt Van Wagner

Tony Wright

President, Find Me Faster

CEO, WrightIMC

Dana Todd

Eric Ward

Jason Yormark

VP of Performance Innovation, Performics

President, EricWard.com

VP of Marketing and Social Media, Strategies 360

Jamie Trecker

Marty Weintraub

Jim Yu

Senior Writer/Columnist/ Analyst, Fox Sports and Fox Soccer Channel

President, aimClear

Founder & CEO, BrightEdge

Vice President, Business Development, Performics

Conference Day 1 (cont’d from page 20) Tuesday, November 15 Hyatt Regency (151 E. Wacker Dr.)

3:30–4:30p SEO Track Strange Encounters of the SEO Kind This session talks through some of the trickier issues that SEOs have encountered across their career, and gives an insight into how they noodled through problems that at times just didn’t make sense.

It will help you formulate a plan of attack when you encounter your own seemingly unexplainable issues on your site.

Moderator: • Chris Boggs, Director, SEO, Rosetta Speaker: • Simon Heseltine, Director of SEO, AOL Inc.

Social Media Track Social Media Solutions on a Budget Getting your company or organization started with social media doesn’t have to be a pricey proposition. There is a wealth of great free to low-cost tools and strategies that can have you up and running in no time. You’ll learn how to: • Take advantage of free and low-cost tools; • Leverage lesser known social media channels; and • Create great social media friendly content to build trust.

Moderator: • Lisa Buyer, President & CEO, The Buyer Group Speakers: • Nathan Bransford, Social Media Manager, CNET/CBS Interactive • Kevin Scholl, Social Media Manager, Red Roof Inn • Jason Yormark, VP of Marketing and Social Media, Strategies 360

32 SES • October 2011 {Chicago}

Accelerator Track Conversion Tools of the Master Craftsman Join us for a high-speed tour through dozens of free and paid tools that can help you identify—and fix—your conversion issues. From usability testing and visual attention heatmaps to keyword and SEO tools and engagement analytics, you’ll learn the secret weapons that the conversion masters rely on daily.

Solo presentation by: • Bryan Eisenberg, SES Advisory Board; New York Times Bestselling Author, bryaneisenberg.com

Kick Start Track Introduction to Social Media This session is designed to guide you through the complex landscape of social media and how it relates to your brand or web property. You’ll learn about the leading sites, the functionality they provide, and best practices for interacting in these virtual places.

Solo presentation by: • Krista Neher, CEO, Boot Camp Digital

4:30–5:30p Meet the Experts: Round Table Forum This is a unique opportunity to learn, network, and share information with your peers and leading industry specialists. With a choice of several roundtable discussions, each focusing on different key topics and featuring two experts, this session is not to be missed.

You can also move freely between different roundtables to make sure you get the most out of this session.