SES Magazine August 2012 by Incisive Media

Sneak Preview

SES San Francisco

August 13–17, 2012

SESConference.com

August 2012

Change or Perish

The 2015 Digital Marketing Rule Book by Avinash Kaushik page 16

It’s Time for Global SEO 2.0 18 The New Vocabulary of Search 19 The Money Is in the Data 20

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contents

Follow SES at twitter.com/SESConf

COVER STORY

COLUMNS

CHANGE OR PERISH The 2015 Digital Marketing Rule Book CONFERENCE INFORMATION

3 25

IT’S TIME FOR GLOBAL SEO 2.0 Reduce Cost and Workload by Centralizing Your SEO across Multiple Markets

ENGAGING LATINOS What the Digital Divide between US-Born and Foreign-Born Latinos Means for Marketers

THE NEW VOCABULARY OF SEARCH Get Your Site Ready for the Semantic Web

THE MONEY IS IN THE DATA Winning the e-Commerce Game with Big Data Technologies

THE LONG TAIL OF LATINOS ON TWITTER Latinos index a lot higher than other groups. But how do marketers engage them?

SPONSORS & EXHIBITORS SAMPLE SESSIONS AT SES SAN FRANCISCO

August 2012

Cover art via Shutterstock

Talking Back to the Experts New Track at SES San Francisco Offers Participants the Chance to Engage in Lively Debate interview by Laura Roth

ES San Francisco will mark the inauguration of “SES Talkback,” a series of open forums led by industry experts. On Wednesday, August 15, attendees will have the chance to talk directly with distinguished practitioners in four participatory, unscripted sessions. Topics will include mobile tactics and analytics, blogging, the digital landscape in Asia, and the future of search. Adam Singer, product marketing manager at Google Analytics, and Jason Wells, CEO of ContactPoint, will moderate the first session of the day, titled “Understanding the Mobile Customer Journey.” They took some time to speak with Laura Roth, SES’s senior conference manager, about their session and about trends in mobile. Laura Roth: What are you most looking forward to about SES Talkback?

Adam Singer: Personally I enjoy the unconference approach more than presenting because it gets to the heart of what attendees are really interested in. After all, as speakers we can spend a lot of time creating well-polished presentations but still miss the topics that matter most to a unique audience. Plus, it’s continues on page 24

SES Talkback at SES San Francisco Wednesday, August 15, Moscone Center

SES Talkback is a brand new open-forum track. Four sessions—each led by industry experts—will provide a perfect opportunity to talk back, inquire, and reflect on what you’ve learned so far. So if you prefer the idea of getting directly involved in a conversation with experts in the field, SES Talkback is the place for you! Understanding the Mobile Customer Journey—10:30–11:30am Moderators: •• Jason Wells, CEO, ContactPoint •• Adam Singer, Product Marketing Manager, Google Analytics How to Take Your Blog to the Next Level—1:30–2:30pm Moderators: •• John Rampton, Founder, Blogging.org •• Erick Mott, Blogger, creatorbase.com Search, Social, and Mobile in Asia—2:45–3:45pm Moderator: •• Adaline Lau, Editor, ClickZ Asia SEO 2013—The Future of Search—4:00–5:00pm Moderators: •• Greg Jarboe, President & Co-founder, SEO-PR •• Megan Leap, Director of Content and Marketing, Online Marketing Institute

staff Matt McGowan MD, North America Mike Grehan Publisher Sharon Morabito Head of Events, Americas Program Development Senior Conference ManageR Conference Producer

Laura Roth Anna Lee

Operations Operations Manager Registration Associate

Kim Kiedaisch Charisse Rosales

ClickZ & Search Engine Watch Director, SEW Senior Editor, News Copy Editor Asia Desk Editor

Jonathan Allen Kate Kaye Caitlin Rossman Adaline Lau

Sales & Marketing Sales Directors

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

Elaine Mershon Elaine Romeo Peter Westerholm JoAnn Simonelli Angela Man Amy Xu Ploy Tangtrakul Rebecca Holz Louise Laberge Aleksey Gershin

Magazine Editor Contributors

Dawn Cavalieri Benu Aggarwal Bryan Eisenberg Motoko Hunt Avinash Kaushik Gustavo Razzetti Giovanni Rodriguez Adam Singer Jason Wells

Corporate Chief Executive Group Managing Director

Tim Weller James Hanbury

SES: Volume 6, Issue 4 | August 2012 © 2012 Incisive Media plc To subscribe, contribute, or view past issues, visit www.sesconference.com/ses-magazine To advertise, contact sales at sales@sesconference.com or +1 (212) 457-4993. Comments? Want to unsubscribe? E-mail us at magazine@sesconference.com Incisive Media, U.S. 55 Broad Street, 22nd fl. New York, NY 10004-2501 tel +1 (646) 736-1888 fax +1 (646) 390-6612

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

about SES Welcome to the San Francisco issue of SES Magazine. SES San Francisco will consist of five days of unparalleled education in online marketing, including the latest techniques and trends in search, social media, mobile, and email. This issue features a roster of eminent practitioners who will be speaking at the conference. Avinash Kaushik of Google will deliver the keynote address on “Business Optimization in a Digital Age.” Motoko Hunt of Adobe Systems will be among the panelists in the session on “Mastering Search in Tempting Asian Markets.” Bestselling author Bryan Eisenberg will explore issues surrounding big data. See pages 25–27 for sample sessions. In addition to bringing back the very popular Meet the Experts Roundtable Forum and the SEW Eliminator Quiz, we’re inaugurating SES Talkback, a track of 4 unscripted discussion sessions led by industry experts (see previous page). SES Talkback promises to be a vibrant forum, with topics including mobile tactics and analytics, blogging, the digital landscape in Asia, and the future of search. To make the most of your time in San Francisco, be sure to download the SES San Francisco app. The most up-to-date agenda can also be found on the conference website, SES SanFrancisco.com. And don’t forget these upcoming events: •• SES Hong Kong, September 10–12, The Mira Hong Kong (SESHongKong.com) •• SES Berlin, October 10–11, Kosmos Berlin (SESBerlin.com) •• SES Chicago, November 12–16, Hyatt Regency (SESChicago.com) •• SES Singapore, November 26–28, Singapore Marriott Hotel (SESSingapore.com) At the conference, you’ll have the chance to network with peers and top practitioners and meet over 50 cutting-edge vendors and solution providers. See you there! Best regards, Mike Grehan, Chair SES Advisory Board Chair Publisher Incisive Media

Matt McGowan Managing Director, North America Incisive Media

SES ADVISORY BOARD

Comprised of both industry thought leaders and real-world practitioners, the SES 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. Mike Grehan, Chair PUBLISHER SES/Search Engine Watch/ ClickZ

Bryan Eisenberg Bestselling Author bryaneisenberg.com

Jon Myers Head of Account Management Yahoo! UK & Ireland

Jonathan Allen Director SearchEngineWatch

Paul Fegan Head of e-Learning Incisive Media

Lee Odden CEO TopRank Online Marketing

Matthew Bailey President Site Logic Marketing

Andrew Goodman President Page Zero Media

Giovanni Rodriguez Digital and Social Strategy, Deloitte Consulting LLP

Chris Boggs Director, SEO, Rosetta

Bill Hunt President Back Azimuth Consulting

Laura Roth Senior Conference ManageR SES Conference & Expo

Mikel Chertudi Sr. Director, Online & Demand Marketing Adobe

Aaron Kahlow Chairman & Founder, Online Marketing SummiT

Crispin Sheridan Sr. Director of Search Marketing Strategy SAP

Eddie Choi Managing Director Frontiers Digital

Anne F. Kennedy International Search Strategist Beyond Ink USA

sponsors & Download the app or visit SESSanFrancisco.com. exhibitors Expo Hall Hours: Tuesday, August 14, 10:00am–6:30pm | Wednesday, August 15, 10:00am–3:00pm

PLATINUM SPONSORS

SILVER SPONSORS

DoubleClick

Adchemy

www.doubleclick.com DoubleClick Search is a search management platform that helps agencies and marketers efficiently manage some of the largest search marketing campaigns in the world, across multiple engines and media channels. Streamlined workflow and powerful reporting features enable buyers to efficiently run campaigns, while strategic bid optimization improves campaign performance. Native integration with the DoubleClick platform allows buyers to manage and track digital campaigns across a single platform, enabling rich, cross-channel buying, reporting, and attribution.

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 improves campaign reach, relevance, and return. Listed by The Wall Street Journal as one of the top 50 venture-backed companies in the US in 2010, Adchemy is a rapidly growing Silicon Valley company backed by Accenture, August Capital, Mayfield Fund, and Microsoft.

Google www.google.com Google’s innovative search technologies connect millions of people around the world with information every day. Founded in 1998 by Stanford PhD students Larry Page and Sergey Brin, Google today is a top web property in all major global markets. Google’s targeted advertising program provides businesses of all sizes with measurable results, while enhancing the overall web experience for users. Google is headquartered in Silicon Valley with offices throughout the Americas, Europe, and Asia. For more information, visit www. google.com.

Marin Software Booth 1609 www.marinsoftware.com Marin Software provides the world’s leading online advertising management platform for advertisers and agencies to manage their paid search, social media, display advertising, and mobile campaigns. Marin Software’s platform is designed to meet the workflow, reporting, and optimization needs of advertisers and agencies, helping them to save time and improve financial performance.

GOLD SPONSOR Bing Booth 1513 and Sponsored Session http://advertising.microsoft.com/small-business/home Search advertising with Microsoft helps you efficiently reach your next best customer—within your budget and with the support you need to get started and optimized, and measure your results.

BrightEdge Booth 1709 www.brightedge.com BrightEdge is the leading site, search, and social management solution for global enterprises, helping more than 2,000 of the world’s largest brands stay ahead in the rapidly evolving Internet landscape. BrightEdge S3 harnesses the power of analytics on big data to drive revenue from web sites, search engines, and social networks across the globe in a measurable, predictable way. BrightEdge is based in San Mateo, CA, with offices in New York City and London.

Bruce Clay, Inc. Booth 1910 www.bruceclay.com Since 1996, http://www.bruceclay.com has been one of the leading search engine optimization web destinations. Today, Bruce Clay, Inc., is a global Internet marketing company providing SEO, PPC, analytics, web design, conversion optimization, and social media marketing services. Their live SEO training courses are the industry standard, with over 2,500 students taught. Creators of the SEOToolSet®, Search Engine Relationship Chart, and SEO Code of Ethics, the company has offices in Los Angeles, New York, Australia, Italy, India, Brazil, and Japan.

eSearchVision Booth 1158 www.esearchvision.com eSearchVision is a team of online marketing innovators with a strong SEM background. We manage multi-channel marketing programs for some of the most recognized brands in the world through continuous research and development of both our powerful in-house technology and optimization methodologies. We partner with our clients as either a full-service online marketing agency or a licensed program management technology.

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sponsors & exhibitors SES San Francisco | August 13–17, 2012 SILVER SPONSORS (Cont’d)

EXHIBITORS

Criteo

Acquisio

Booth 1510 www.criteo.com Criteo is the global leader in performance display advertising. We make online display advertising perform like search for over 2,000 of the world’s largest ecommerce companies. Display performs like search when it is paid on performance, scalable and personalized for each individual customer. Our full-service advertising solution enables ecommerce companies to drive increased awareness, consideration, and sales, while only paying for results. Our unique ability to value each impression in real time allows our advertisers to target the right user at the right time with the right message, all delivered at a guaranteed cost per click. Marketers value our extensive real-time bidding tools, keywordlevel optimization, direct publisher relationships, in-house creative, and the ability to manage Criteo campaigns through a variety of third party search management campaign tools. For more information, please visit us at Criteo.com/US.

Booth 1509 www.acquisio.com The leading performance media platform for agencies, Acquisio helps agency marketers buy, track, manage, optimize, retarget, and report on media across all channels—including search, display, and social media. Acquisio provides the industry-leading technology for agencies buying ads on any online channel, allowing them to handle all tasks associated with performance advertising, from ad purchase through conversion tracking and beyond, within a single integrated platform. Unlike other solutions, Acquisio hosts its own third-party ad server and employs a single tracking functionality across channels, allowing agency marketers unparalleled conversion and revenue attribution modeling and reporting capabilities. With more than 4,000 users and 9,500 brands under its management, Acquisio is the multi-channel marketing solution preferred by the world’s leading advertising, marketing, and SEM agencies. Acquisio clients include thought leaders aimClear, Clix Marketing, Find Me Faster, Page Zero Media, and Rocketer, as well as some of the world’s most recognized performance media companies such as Amaze, Bertelsmann, Cossette, DAC Group, Guava, iProspect, Isobar, Media Experts, NetBooster, PhD, and Yellow Pages Group. The company is based in Montreal, Quebec with offices in Seattle and London. For more information, visitwww.acquisio.com.

Quantcast Booth 1116 www.quantcast.com Quantcast is an audience measurement and targeting company. The pioneer of direct audience measurement, we start with the industry’s most in-depth understanding of digital audiences to help marketers and publishers buy and sell the most effective targeted advertising and drive conversions through the full funnel. Our products let publishers match their audience to the exact consumers an advertiser wants to reach with impression level targeting. Ranked Fast Company’s #3 Most Innovative Company on the Web and the Overall Winner of AlwaysOn’s Global 250 Top Private Companies, Quantcast is used by the world’s leading advertisers, the top 10 media agencies, and 100+ million web destinations. Launched in 2006, Quantcast is headquartered in San Francisco and backed by Founders Fund, Polaris Venture Partners, Revolution Ventures, and Cisco Systems.

SubmitEdge Booth 1140 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, we can offer services at affordable prices. SubmitEdge has served over 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 specialised in SEO, content writing, and web programming.

4 SES • August 2012 {San Francisco}

Adlift Booth 1156 www.adlift.com AdLift.com is an internet marketing (SEO/PPC) firm based out of the San Francisco bay area and New Delhi, India. AdLift was founded by a team of internet marketing experts that led marketing teams in Fortune 500 companies including Yahoo!, YellowPages.com (AT&T Interactive), and eBay. AdLift excels at partnering with internet marketing agencies and end users alike in the United States by leveraging its strengths of excellent SEO / PPC knowledge and an efficient and productive delivery team based in India, to deliver incremental value and real results for its partners.

adSage Booth 1126 www.adsage.com Founded in 2007, adSage is a leading technologies and services company in online advertising. adSage employs 500 professionals across multiple locations in the US and China, among them over 200 software engineers. adSage develops products for search, social, mobile, and display advertising. adSage developed the world’s first Facebook advertising software—adSage for Performance (previously known as adSage for Facebook), used by over 2000 advertisers globally. adSage’s mobile ad network, mobiSage, is the most influential ad network in China, covering 100 million unique users per month.

product & service guide Advertising Networks Bing............................................................. 1513 eZanga.com..............................................1966 7Search.com.............................................1110 Trellian.......................................................1946 Affiliate & Performance Based Marketing Solutions adSage....................................................... 1126 Criteo.......................................................... 1510 The Search Monitor..............................1964 7Search.com.............................................1110 Trellian.......................................................1946 Call Tracking Providers Century Interactive............................... 1154 Mongoose Metrics................................ 1160 MyNextCustomer............... Texpo Pavilion Content Management Buy Keyword Articles...........................1956 Crowdsource............................................ 1168 LivePerson................................................ 1124 Pixelsilk...................................................... 1914 Thinkit Media........................................... 1918 Content & News Feed Providers Brafton........................................................1142 Buy Keyword Articles...........................1956 Crowdsource............................................ 1168 Internet Marketing Ninjas.................. 1148 PRWeb........................................................1930 Textbroker.................................................1948 Display Advertising Acquisio.....................................................1509 Criteo.......................................................... 1510 eZanga.com..............................................1966 Google..............................Platinum Sponsor Marin Software......................................1609 Quantcast..................................................1116 ReTargeter...............................................1962 Zenya..........................................................1926 General Search Engines Adlift........................................................... 1156 Bing............................................................. 1513 blekko.........................................................1940 Google..............................Platinum Sponsor Interactive Marketing Agencies Bruce Clay, Inc........................................ 1910 Covario....................................................... 1128 Fathom....................................................... 1810 Full Sail University................................ 1166 iCrossing................................................... 1136 Milestone Internet Marketing..........1950 ReTargeter...............................................1962 Interactive Marketing Associations & Publications Full Sail University................................ 1166 topseos.com.............................................1920

Link Building Adlift........................................................... 1156 Internet Marketing Ninjas.................. 1148 Majestic SEO.......................................... 1120 Page One Power.....................................1118 Raven Internet Marketing Tools.......1132 SEMrush............................................. Sponsor SEO.in.........................................................1944 Stone Temple Consulting............ Sponsor WL Marketing..........................................1114 Local Search Marketing Services & Directories Adlift........................................................... 1156 eLocal Listings, a Search Initiatives Company..............................1938 SEP Connect........................ Texpo Pavilion Sweet IQ................................ Texpo Pavilion Marketing Optimization Solutions Acquisio.....................................................1509 Adchemy.................................Silver Sponsor adSage....................................................... 1126 ahrefs......................................................... 1150 BloomReach............................................. 1162 BoostCTR..................................................1922 BrightEdge............................................... 1709 Century Interactive............................... 1154 ContactPoint............................................ 1164 Conversion IQ.......................................... 1146 Convert Insights................. Texpo Pavilion Criteo.......................................................... 1510 Datapop................................. Texpo Pavilion DoubleClick....................Platinum Sponsor gShift Labs Web Presence Optimization........................................ 1144 LivePerson................................................ 1124 Loud Interactive................. Texpo Pavilion Marin Software......................................1609 Mongoose Metrics................................ 1160 MyNextCustomer............... Texpo Pavilion PRWeb........................................................1930 Raven Internet Marketing Tools.......1132 Searchmetrics.........................................1952 The Search Monitor..............................1964 Slingshot SEO.........................................1924 SubmitEdge............................................. 1140 topseos.com.............................................1920 VisiStat...................................................... 1130 Organic Search Marketing ahrefs......................................................... 1150 Bing............................................................. 1513 BloomReach............................................. 1162 BrightEdge............................................... 1709 Bruce Clay, Inc........................................ 1910 eLocal Listings, a Search Initiatives Company...............................................1938 Fathom....................................................... 1810 gShift Labs Web Presence Optimization........................................ 1144 Internet Marketing Ninjas.................. 1148 Linkdex.......................................................1954

Booth #s on right. Loud Interactive................. Texpo Pavilion Milestone Internet Marketing..........1950 Page One Power.....................................1118 PRWeb........................................................1930 RankAbove............................ Texpo Pavilion SEM RPM........................................... Sponsor SEO.in.........................................................1944 SEOmoz.............................................. Sponsor SEP Connect........................ Texpo Pavilion Slingshot SEO.........................................1924 Stone Temple Consulting............ Sponsor SubmitEdge............................................. 1140 Sweet IQ................................ Texpo Pavilion Textbroker.................................................1948 Thinkit Media........................................... 1918 topseos.com.............................................1920 WL Marketing..........................................1114 Wpromote Inc..........................................1936 Zenya..........................................................1926

BrightEdge............................................... 1709 Datapop................................. Texpo Pavilion DoubleClick....................Platinum Sponsor eSearchVision.......................................... 1158 Google..............................Platinum Sponsor gShift Labs Web Presence Optimization........................................ 1144 Linkdex.......................................................1954 Marin Software......................................1609 MyNextCustomer............... Texpo Pavilion Pixelsilk...................................................... 1914 RankAbove............................ Texpo Pavilion Raven Internet Marketing Tools.......1132 Searchmetrics.........................................1952 SEMrush............................................. Sponsor SEOmoz.............................................. Sponsor Sweet IQ................................ Texpo Pavilion The Search Monitor..............................1964 Zenya..........................................................1926

Pay-Per Click Networks & Management Services BoostCTR..................................................1922 Convert Insights................. Texpo Pavilion ContactPoint............................................ 1164 DoubleClick....................Platinum Sponsor eSearchVision.......................................... 1158 eZanga.com..............................................1966 Milestone Internet Marketing..........1950 SEM RPM........................................... Sponsor 7Search.com.............................................1110 Trellian.......................................................1946 Wpromote Inc..........................................1936

Shopping Cart & E-Commerce Solution Providers Convert Insights................. Texpo Pavilion LivePerson................................................ 1124 Pixelsilk...................................................... 1914 SumAll.................................... Texpo Pavilion

Pay-Per-Call Companies ContactPoint............................................ 1164 eLocal Listings, a Search Initiatives Company...............................................1938 Mongoose Metrics................................ 1160 Search Marketing Agencies adSage....................................................... 1126 Covario....................................................... 1128 eSearchVision.......................................... 1158 Fathom....................................................... 1810 iCrossing................................................... 1136 Loud Interactive................. Texpo Pavilion Page One Power.....................................1118 RankAbove............................ Texpo Pavilion ReTargeter...............................................1962 SEM RPM........................................... Sponsor SEO.in.........................................................1944 Slingshot SEO.........................................1924 Stone Temple Consulting............ Sponsor SubmitEdge............................................. 1140 Thinkit Media........................................... 1918 WL Marketing..........................................1114 Wpromote Inc..........................................1936 Search Marketing Software Acquisio.....................................................1509 Adchemy.................................Silver Sponsor ahrefs......................................................... 1150 BoostCTR..................................................1922

Specialized Search Engines (Multimedia, Mobile, Shopping, International, etc.) Majestic SEO.......................................... 1120 Social Media Monitoring Salesforce Radian6...............................1960 Staffing Solutions Full Sail University................................ 1166 Training Courses & Certification in Search Marketing Bruce Clay, Inc........................................ 1910 ClickZ Academy and Recruitment...1409 Full Sail University................................ 1166 Market Motive Training Institute....1958 PubCon........................................................1122 Web Analytics Century Interactive............................... 1154 ContactPoint............................................ 1164 Conversion IQ.......................................... 1146 Linkdex.......................................................1954 Majestic SEO.......................................... 1120 Quantcast..................................................1116 SEMrush............................................. Sponsor SEOmoz.............................................. Sponsor SumAll.................................... Texpo Pavilion VisiStat...................................................... 1130 Website Search & Technologies iCrossing................................................... 1136 Searchmetrics.........................................1952 SEP Connect........................ Texpo Pavilion

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sponsors & exhibitors SES San Francisco | August 13–17, 2012 adSage is the largest SEM firm in China, managing campaigns for over 200 premier advertisers on Baidu and Google, including L’Oreal, Hilton, Forex, Dangdang, and PingAn Insurance. adSage is the exclusive North American reseller for Baidu. adSage Agency, a division of adSage, offers complete advertising services for American advertisers targeting the Chinese online audience.

ahrefs Booth 1150 www.ahrefs.com Ahrefs provides a website analysis toolset with one of the most extensive and quickly updated databases of live back link data and fresh SERP results available. With their own crawler that indexes billions of pages daily, their proprietary index has captured over 100 billion unique external backlinks. With this information Ahrefs has some of the most detailed and up-to-date back link and rankings analysis data anywhere. Their results also display social metrics including Shares, Likes, Tweets, and Google +1s next to each link. Using these tools, website evaluation and competitor analysis is easier than ever. Ahrefs supplies detailed, exportable reports and easy to read visual comparisons. The multi-faceted tools can be used to view back links and assess back link quality, gain competitive intelligence, check rankings, conduct keyword research, and help anyone improve their SEO strategy. The company offers both limited free tool access and paid account membership with additional functionality and access to data collection.

blekko Booth 1940 www.blekko.com Blekko is a better way to search the web by using slashtags Slash tags search only the sites you want and cut out the spam sites. Use friends, experts, community or your own slashtags to slash in what you want and slash out what you don’t.

BloomReach Booth 1162 www.bloomreach.com BloomReach’s Big Data Marketing Applications maximize revenues—attracting unmet demand and creating better user experiences by making the most relevant products and services easier to find. BloomReach’s signature technology, the Web Relevance Engine (WRE), analyzes consumer interactions across the web and semantically interprets content on over a billion web pages daily. The cloud applications powered by the WRE dynamically adapt websites to capture existing demand, driving relevance and significant incremental revenues across a large customer base from the retail, travel, education, financial, and listings industries. The BloomReach team, composed of leaders in machine learning, large scale systems science, big data, and search from companies like Google, Cisco, and Facebook, is dedicated to delivering relevant results to customers across channels in a myriad of industries.

6 SES • August 2012 {San Francisco}

BloomReach is headquartered in Mountain View, CA and is backed by investment firms Bain Capital Ventures and Lightspeed Ventures. For more information, please visit www.bloomreach.com.

BoostCTR Booth 1922 www.boostctr.com BoostCTR is an on-demand, crowdsourced network of expert PPC copywriters supported by an automated testing platform. The BoostCTR platform makes ad text optimization more effective and efficient.

Brafton Booth 1142 www.brafton.com Brafton is a news content marketing agency. Our full-time journalists write exclusive content to clients’ unique editorial briefs and keyword strategies, and account management teams provide consultancy on brand-appropriate content marketing strategies. Brafton’s SEO-friendly content increases organic search listings, engages social audiences, and drives relevant traffic to conversion pages.

Buy Keyword Articles Booth 1956 http://buykeywordarticles.com/ Buykeywordarticles.com is an industry-leading content creation company. With both on-page and off-page content solutions, Buykeywordarticles.com is a one-stop shop for clients needing SEO articles, landing pages, premium content, branded blog posts, press releases, and much more. Dedicated project managers provide customer support, customized order templates, scalability, and a personal touch. Hand-picked teams of American writers ensure quality and consistency with every order. All content is SEO optimized, 100% unique, and affordable, and is customized to meet the needs of the clients’ audience.

Century Interactive Booth 1154 www.centuryinteractive.com Search advertising is hard. It’s expensive. It’s time consuming. You get a lot of clicks and good site traffic, but it just doesn’t add up. Something is missing. The mysterious conversion? The phone call. It’s vital to understanding the true ROI and success of your search campaigns. Century Interactive makes internet marketers more intelligent by tracking phone calls from digital campaigns down to the keyword level. Let’s say a web browser clicks your paid ad, visits the site, and instead of converting online, picks up the phone to learn more or purchase. Now you know exactly what campaign and keyword that searcher clicked on, can listen to the phone call, and see a clear picture of your online ad spend. Take the guesswork out of your online advertising by using Century Interactive call tracking solutions.

sponsors & Download the app or visit SESSanFrancisco.com. exhibitors ClickZ Academy and Recruitment Booth 1409 www.clickz.com ClickZ helps develop the careers of professional marketers, through its education program and recruitment website. This builds on ClickZ’s position as 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. Webinar: Top Social Media Tips From ClickZ Academy Experts

ContactPoint Booth 1164 www.contactpoint.com ContactPoint’s new product, LogMyCalls, represents the next generation of intelligent call tracking and marketing automation. This multi-award-winning application tracks calls generated by online campaigns, optimizes conversion rates, scores leads, measures call analytics, and even maps close rates. LogMyCalls adds intelligence to any marketing effort, tracking calls from any paid campaign or organic search. Now you know which campaigns searchers are clicking on, which ones produce phone calls, and even which campaigns are producing customers. LogMyCalls helps marketing firms attract new clients and retain current ones. It helps internal marketing departments optimize their spend. The mobile marketing boom means that call tracking is more important than ever. Don’t get left behind. Start using ContactPoint’s award winning LogMyCalls.

Conversion IQ Booth 1146 www.conversioniq.com ConversionIQ provides conversion rate optimization programs to continuously improve websites. Our programs are available directly and through our agency partners. Our conversion rate experts gain insights as to why customers are leaving a website without purchasing and work with the client on solutions to these issues. This means continuous revenue increases for the traffic the website already has. Our clients love our 30% Conversion Rate Increase Guarantee, our 30-day Money-Back Guarantee, and the no-obligation contract. “We make enterprise conversion optimization services available to small and medium size businesses who would never have been able to afford them before. We learn our client’s business inside and out, gain insights using Analytics as well as other qualitative tools, then test our solutions. We only implement changes that are tested and proven to increase a website’s revenue.”—Keith Hagen, Co-Founder

Convert Insights Texpo Pavilion www.convert.com Convert.com is the home of Convert Insights and has an A/B testing and multivariate testing tools that optimize landingpage and

onsite to improve conversion rates. Matching search keywords and other geo- and behavioral data with A/B testing landingpage any or optimization agency or PPC expert will be able to change the landing page and website at distance without changing the page or creating a duplicate. Simple and robust solution very affordable and in the cloud.

Covario Booth 1128 www.covario.com Covario is one of the nation’s largest independent providers of SEO (search engine optimization) and SEM (search engine marketing) agency services and management solutions. The firm was selected by OMMA as the 2011 Search Agency of the Year. It was one of only nine agencies from more than 100 considered to make the 2011 Forrester Wave of U.S. Search Marketing Agencies. Covario is also the developer of a unique platform for cross-media optimization and attribution analysis, known as the Covario CMO Dashboard™. Headquartered in San Diego, the firm has about 200 team members worldwide, with additional offices in Chicago, London, Beijing, Tokyo, and Singapore. Covario’s growing customer base includes world leaders in technology, consumer electronics, retail, ecommerce, financial services, media, entertainment, publishing, and consumer packaged goods.

CrowdSource Booth 1168 www.crowdsource.com CrowdSource delivers scalable solutions to enterprise clients worldwide. Using a distributed workforce, CrowdSource provides clients with high-quality, cost-effective results at unprecedented speed. By leveraging pre-qualified groups of skilled workers, breaking complex tasks into microtasks and employing quality-controls, CrowdSource eliminates the most common business problems. Utilizing Amazon Mechanical Turk’s powerful infrastructure, CrowdSource manages a qualified workforce of over 500,000 to complete a variety of tasks including: moderation, copywriting services, product matching, search relevance, categorization and transcription. With access to full-service solutions to manage all types of projects, enterprise clients receive results without using valuable internal resources.

DataPop Texpo Pavilion www.datapop.com DataPop’s mission is to make marketers’ lives easier and give them the technology they need to build ads that people love to click on. The DataPop Creative Science Platform uses complex natural language text generation systems that extract a consumer’s underlying intent and matches it to optimized offers drawn from our clients’ websites, product feeds, and promotional schedules. DataPop clients, on average, have seen sales increases of 40% while also experiencing CPA declines of 15%.

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sponsors & exhibitors SES San Francisco | August 13–17, 2012 eLocal Listings, a Search Initiatives Company Booth 1938 www.elocallisting.com Helping business grow through Local Search. It’s really that simple, we get you found on natural/organic results of Google, Yahoo!, and Bing, and customers call you directly helping you grow your business and increase your revenue. Unlike other online lead generation services, there is no bidding, competing, or budgeting. We make it easy so you can focus on your business, while we focus on getting you found on the Internet.

eZanga.com Booth 1966 www.ezanga.com eZanga.com is a search engine specializing in online advertising and services. eZanga users are given a convenient and accurate web search experience with feature-rich results. Our proprietary Metasearch technology retrieves information from multiple search engines displaying only the most pertinent results without duplication or overlap. eZanga offers local, regional, and national advertising campaigns focused on generating a high ROI. Our advertisers enjoy benefits including personalized account management, expansive toolsets, and advanced fraud prevention. Recently released, Traffic Advisors 6.0 edition is our latest update to our progressive fraud filtration system, preventing fraudulent clicks in real-time to ensure clean, qualified traffic.

Fathom Booth 1810 www.fathomdelivers.com Fathom is a full-service digital marketing and analytics firm that drives new business for its clients across multiple touch points (SEO, SEM, email, display, social media). Its belief that every marketing dollar should be highly accountable makes it an easy choice for mid-cap and large enterprises alike. Its proven track record of success across multiple industries—including manufacturing, technology, education, healthcare, and sports—allows it to back up its promise to deliver “results that matter.” Companies that want simple answers to the digital world’s complex marketing questions choose Fathom for the assurance that the return on their advertising budgets will be highly profitable. Our full service solutions include ethical search engine optimization and online PR/link building, pay-per click management, Internet video marketing, social media, email, affiliate, display, and big data/predictive analytics programs. We turn websites and digital properties into sales machines.

Full Sail University Booth 1166 http://www.fullsail.edu/?fa=top.main&mnc=2053 Both Full Sail University’s Internet Marketing bachelor’s and master’s degrees explore the many opportunities available for utilizing

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the Internet to market effectively. Learn to plan, launch, and optimize marketing campaigns that build brand recognition, drive traffic, and generate conversions. These comprehensive programs cover all facets of online marketing including e-commerce, social media, pay-per-click, and SEO. You’ll explore online operating models through courses that cover affiliate marketing and e-commerce, and utilize real-world tools to gain practical experience. Our experienced teaching staff is subject-matter experts, focused on providing course materials that give you the most current information. Our innovative learning management system gives you all the tools you need to be a successful online student. With an Internet Marketing degree from Full Sail University, you will be positioned to pursue the business career you desire. Graduates start their own business, become consultants, work as marketing managers, or specialize in specific areas.

gShift Labs Web Presence Optimization Booth 1144 www.gshiftlabs.com gShift Labs’ industry leading SEO software system, Web Presence Optimizer™ (WPO), helps marketers and agencies more efficiently and effectively monitor and report on SEO campaigns. gShift’s patent-pending WPO software provides insight into an entire web presence—website, blogs, press releases, social media, and analytics—by reporting organic rank data, backlinks, social signals, and competitive intelligence, all of which contributes to the goal of ranking higher organically in the search engines. The fundamentals of SEO still matter; however, SEO in 2012 is about social signals (Facebook, YouTube, Twitter, LinkedIn, Google+, Pinterest) and fresh content (blogs and press releases). Track, manage, measure, and report web presence analytics data all in one place using gShift’s SEO monitoring and reporting software. Organizations of all sizes benefit by reducing the time and resources required to analyze and improve organic search optimization. gShift Labs can be contacted at 1-866-743-5960 or sales@ gShiftLabs.com or by visiting www.gshiftlabs.com.

iCrossing Booth 1136 www.icrossing.com iCrossing is a global digital marketing agency that combines talent and technology to help world-class brands find and connect with their customers. The company blends best-in-class digital marketing services—including paid search, search engine optimization, Web development, social media, mobile, research, and analytics—to create integrated digital marketing programs that engage consumers and drive ROI. iCrossing’s client base includes such recognized brands as The LEGO Group, Epson America, and Toyota, and 40 Fortune 500 companies, including The Coca-Cola Company, MasterCard, and FedEx. Headquartered in New York, the company has 700 employees in 13 offices globally. iCrossing is a unit of Hearst

sponsors & Download the app or visit SESSanFrancisco.com. exhibitors Corporation, one of the nation’s largest diversified media companies. For more information, please visitwww.icrossing.com.

Internet Marketing Ninjas Booth 1148 www.internetmarketingninjas.com Internet Marketing Ninjas, formerly We Build Pages, is a full service Internet marketing company established in 1999. Though the agency is most well known for their expertise in link building, the re-branding has introduced a broad range of additional SEO services including social media marketing, SEO reporting, content development, conversion analysis, and their currently featured Panda Recovery Reports. The company’s CEO and founder, Jim Boykin, is a frequent conference speaker and a pioneer in the SEO industry. Jim’s blog, a renowned link building resource, was named Best Link Building Blog in 2006 and 2007 by Search Engine Journal. Now the blog hosts even more voices including frequent contributor Ann Smarty and staff writers Bonnie Stefanick and Jennifer VanIderstyne. Recently, Internet Marketing Ninjas released a number of free public tools including an on-page optimizer and a comprehensive site crawler. Currently the in-house staff consists of nearly 100 Ninjas, expertly trained in various aspects of SEO.

Linkdex Booth 1954 www.linkdex.com Linkdex is a free, enterprise-class SEO platform where you only pay for valuable, actionable, profitable data. Linkdex was founded by a team of seasoned search marketers. Together with a rapidly growing group of passionate business and agency users, Linkdex is developing the software to deliver on an ambitious product vision. Linkdex is also a platform that is evolving further and faster than any other, with a dedicated team of Europe’s leading developers working flat out, turning user feedback into new features as regularly as every two weeks. None of this would be possible without a £ multi-million investment from one of the world’s leading venture capital funds and Silicon Valley’s highest profile investors. So whether you’re aiming to benchmark what SEO is delivering against the competition or work more productively for your team, with Linkdex you can Seize Every Opportunity.

LivePerson Booth 1124 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, including Hewlett-Packard, IBM, Microsoft, Verizon, Sky, Walt Disney, PNC, QVC, and Orbitz, rely on LivePerson’s solutions to increase conversions and enhance customer experience and customer satisfaction. LivePerson received the CODiEs for Best Ecommerce Solution in 2011, was named one of America’s 25 Fastest-Growing Tech Companies by Forbes in 2011, and a Company of the Year by Frost and Sullivan in 2010. LivePerson is headquartered in New York City with offices in San Francisco, Tel Aviv, Atlanta, London, and Melbourne.

Loud Interactive Texpo Pavilion www.loudinteractive.com Loud Interactive is an online marketing firm specializing in social media and SEO consulting. Based in Chicago, we are a lively team of industry experts specializing in online marketing. We help empower businesses and brands to grow and reach their maximum potential. In the competitive world of online marketing it can be hard to stand out from the crowd, but we’ll make sure your brand is being heard. Loud Interactive also assists clients with reputation management, paid search, and link building tactics. Our clientele ranges across several verticals, from health insurance and e-commerce to major media outlets. This diversity has broadened our scope of knowledge and also our ability to fulfill our clients’ business goals, whatever they may be. We value our clients and it shows in the work we do.

Majestic SEO Booth 1120 www.majesticseo.com Majestic SEO provides competitor backlinks intelligence to SEO specialists. Majestic SEO is the planet’s most comprehensive backlinks information provider, and offers a number of tools to access to this valuable resource. Most recently, Majestic launched Site Explorer— offering more data than anyone else by a considerable margin. Majestic enables registered users to test its services free of charge by generating reports for sites users control. Registration is free, and highly competitive subscription plans start at low prices, with 1 month minimum commitment. Subscribers have a range tools to enable link analysis of competing domains to be performed. For enterprise users, Majestic offers an API service for internal use that enables developers to integrate the data into new or existing suites of reports and applications. Link data includes 3 Trillion links on the web by: •• Anchor text •• Link strength •• Crawl date •• Country source •• IP number •• Follow/frame/redirect and other flags Stop by their stand in San Francisco to request a demo and trial.

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sponsors & exhibitors SES San Francisco | August 13–17, 2012 Market Motive Training Institute Booth 1958 www.marketmotive.com What does it take to be certified in search marketing? Visit Market Motive to find out. We’ll show you our online video training library; you’ll meet our top-rated faculty and get a glimpse into the testing and endorsement system that is world-recognized and endorsed by the biggest names in search. Market Motive provides online certification courses in SEO, web analytics, PPC, social media, conversion optimization, online PR, email marketing, and more. All courses are online and all students have weekly phone conferences with the faculty. And the faculty is the best part—it’s a “Who’s Who of the internet marketing world” according to Website Magazine and “the best in the business” according to Internet Marketing Pilgrim. To learn more, see us at the conference or visit www.marketmotive.com.

Milestone Internet Marketing Booth 1950 www.milestoneinternet.com Milestone Internet Marketing, Inc., is a leading provider of internet marketing solutions for the lodging industry. Milestone’s portfolio of services includes hotel Website design, search Engine optimization, pay-per-click marketing, social media optimization, eBuzz Connect™ Online Reputation Monitoring, etc. Milestone currently works with over 1200 hotels and drives over $550M in annual revenue for its clients. Milestone is a preferred vendor for several major lodging industry brands and works with some of the leading management companies. Milestone is also well known as a lodging industry educator for its Hotels to HTMLs internet marketing workshops and book. For more information, please visit www. milestoneinternet.com or call 888-350-8396. If you are interested in attending the workshops, send an email to info@milestoneinternet.com.

Mongoose Metrics Booth 1160 www.mongoosemetrics.com Mongoose Metrics is the authority for exposing what happens before, during, and after phone conversations to assist clients with actionable data for quick and effective marketing spending. The company developed the industry’s first patent-pending phone call tracking technology which integrates phone call reports into third party web analytics packages such as Webtrends™, Google Analytics™, and Omniture SiteCatalyst.™ The company’s innovations also include keyword level tracking solutions for online marketers who need to understand what paid search (PPC) traffic is driving phone calls. In 2010, the company expanded its service coverage area to Canada and the United Kingdom. Mongoose Metrics is a privately-held company based in Independence, Ohio and was founded in 2007 by information technology and telecom veterans, Stephen Abbey, Bradley Reynolds and Jeff Tirey. For more information about Mongoose Metrics products and services visit

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www.mongoosemetrics.com or call 1.877.784.0496. Follow us on Twitter @mongoosemetrics.

MyNextCustomer Texpo Pavilion www.mynextcustomer.com MyNextCustomer is a call tracking and pay per click reporting solution that lets agencies and marketers see what part of their marketing mix is working and where they’re wasting money. It’s used by hundreds of customers and agencies to report on calls, leads, and sales from PPC, SEO, social media, and offline marketing initiatives such as Google Adwords, MSN Adcenter, Facebook Ads, Twitter, and LinkedIn. MyNextCustomer pulls all your marketing accounts into one simple, easy to use dashboard and automates report creation across multiple platforms, making it easy to white label client reports with your brand. MyNextCustomer clients include leading PPC and online agencies such as Exclusive Concepts, BSSP, Bynd, Avalaunch Media (fka Dream Systems Media), WebSight Design, and Get Found First, as well as some of the world’s top brands such as Trinet, UCLA, American Greetings, and Union Bank.

Page One Power Booth 1118 www.pageonepower.com Page One Power does Custom SEO, Link Building and SEO site audits. Custom SEO: Custom SEO by Page One Power is a unique blend of thorough research, skillful application, and constant communication. We don’t use canned solutions or pre-planned deliverables; instead we focus on a sites particular needs and wrap SEO solutions around those needs. Link Building: Page One Power specializes in custom link building. We have several dedicated link building teams of college graduate researchers and writers who spend all of their time finding high quality links. We analyze a niche, the leading competitors, and industry experts to formulate a customized solution for your particular link building needs. We are creative and hard working and get the links you need. Site Audits: A site audit prepared by Page One Power is a comprehensive resource for your web team do use to plan their SEO strategy around. We focus on three items in our site audits: technical, relevancy, and linking. The intent of our site audits is always how to get ranking results. Sometimes all you need to get your SEO project underway is an unbiased, expert opinion. Page One Power is an SEO firm located in Boise Idaho. It is 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. “We’re a small firm. We don’t have departments and account managers so our clients work directly with the leadership of the

sponsors & Download the app or visit SESSanFrancisco.com. exhibitors company. Because of this our clients love working with us. Of course we get results too.”—Jon Ball, Page One Power On Demand Webinar: Penguin Proof Link Building Strategies

Pixelsilk Booth 1914 www.pixelsilk.com Pixelsilk is the first 100% SEO friendly web-based content management system (CMS) designed with SEO best practices at its core. Preferred and endorsed by some of the best in the SEO industry, Pixelsilk is changing the web CMS paradigm. Pixelsilk includes full HTML and URL control, real-time SEO advice, multiple-site management, and an open architecture for plugins. Pixelsilk makes it simple to implement a branded design, e-commerce cart or search strategy—while still being easy for those editing content. Learn more about the SEO friendly CMS, Pixelsilk at http://www.pixelsilk.com.

PRWeb Booth 1930 www.prweb.com PRWeb leads the industry in online news distribution and publicity. It takes the press release—formerly the expensive asset of large businesses—and makes it accessible to organizations of all sizes, as an inexpensive, hugely effective means of sharing news online, becoming more visible, attracting inbound media enquiries, and winning new customers. PRWeb is a service of Vocus. (NASDAQ: VOCS)

PubCon Booth 1122 www.pubcon.com PubCon, the premier search and social media conference, will hold its multi-track Las Vegas event on October 15-19, 2012 at the Las Vegas Convention Center. PubCon, supported by the industry’s leading businesses, speakers, exhibitors, and sponsors involved in social media, Internet marketing, search engines, and online advertising, offers an in-depth look at the future of technology presented by over 200 of the world’s top speakers in more than 100 provocative cutting-edge sessions. Register today at www.pubcon.com.

RankAbove Texpo Pavilion www.rankabove.com RankAbove is a global leader in search engine optimization (SEO) technology, providing “big data” and in-depth analytical insights for organizations with websites with thousands of pages and upwards. RankAbove’s proprietary Drive SEO platform solves complex website challenges for the enterprise by providing real time data, analytical insights, and on-page recommendations to increase natural search engine rankings regardless of language or search. Drive—a nSaaS web based platform—further analyzes and offers key SEO recommendations on tracking and improving a company’s

website with regard to increasing rankings and its organic traffic. Drive crawls—either on demand or weekly—billions of pages, and tracks millions of URLs and keywords simply and efficiently, replacing out of date manual SEO processes. Put your SEO in Drive!

Raven Internet Marketing Tools Booth 1132 www.raventools.com Raven Internet Marketing Tools is used by thousands of marketers around the world to efficiently manage search engine optimization and social media conversations. With Raven you can conduct research and analysis, manage link building campaigns, track search engine trends, instantly produce sophisticated campaign reports for SEO and SMM campaigns, and collaborate with team members using intuitive multi-user features. Learn more at http:// raventools.com.

ReTargeter Booth 1962 www.retargeter.com ReTargeter is a full-service display advertising platform specializing in audience targeting and retargeting solutions for brands of all sizes. Retargeting enables brands to focus their advertisements on everyone who has engaged with them online, whether through the web, email, mobile devices, or social media. These people are served targeted advertisements following their interactions, which increases brand visibility, encourages repeat visits, drives conversions, and optimizes marketing dollars. ReTargeter also offers advanced retargeting solutions including search retargeting, which serves ads to people based on their search behavior, and CRM retargeting, which allows brands to show ads to anyone with nothing but an email or a mailing address. Retargeting can be applied to every aspect of a brand’s online marketing and sales efforts, including lead generation, lead nurturing, email marketing, and social media.

Salesforce Radian6 Booth 1960 www.radian6.com Social media forces companies to figure out how to line up for customers instead of customers lining up for companies. Salesforce Radian6 helps businesses listen to what people are saying online, discover more about these people, and engage with them more efficiently. Our flexible, web-based social media monitoring and engagement solution delivers real-time relevant social media conversations around your brand, competitors and industry. We scour hundreds of millions of sites and aggregate social conversations—saving you lots of legwork—to bring you visual representations of trends, influencers, and sentiment. Radian6 is designed to scale social media throughout your entire organization, transforming it into a Social Enterprise. Visit www.radian6.com for more information.

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sponsors & exhibitors SES San Francisco | August 13–17, 2012 Search Engine Watch

SEM RPM

Booth 1409 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.

Sponsor www.semrpm.com SEM RPM is a leading strategic internet marketing agency and search engine marketing firm based in San Francisco, California. SEM RPM specializes in search engine marketing (SEM), including pay-per-click advertising, search engine optimization, and display marketing. The company was founded in 2009 by former big agency employees hoping to change the way search marketing companies serve their clients. SEM RPM’s executive team brings over a decade of combined experience in strategic internet marketing to its clients while our employees are all seasoned search marketers and industry certified. From planned projects to unexpected brand emergencies, we are always available to help your business meet its online marketing needs.

Searchmetrics, Inc. Booth 1952 www.searchmetrics.com Searchmetrics is the global expert in search and social analytics software, empowering marketers to increase visibility and market share on the world’s leading search engines. We create value by providing the best quality data on a global scale. Clients and partners worldwide rely on Searchmetrics to maximize return from search investments with actionable insights that help better manage, improve, and scale search marketing campaigns. Searchmetrics’ robust search marketing tool, Searchmetrics Suite, is supported by a unique server infrastructure that offers monitoring of over 163 search engines in over 69 countries worldwide. Searchmetrics Suite is also home to the Searchmetrics Essentials data modules, SEO+SEM, Social and Links, encompassing the largest, fastest databases for search and social media available. Headquartered in Berlin, with subsidiaries and offices in New York, London and Paris, the company delivers real web intelligence to a growing international customer base. You can follow Searchmetrics on Twitter @Searchmetrics or on Facebook at www.facebook.com/Searchmetrics. For more information, please visit www. searchmetrics.com.

The Search Monitor Booth 1964 www.thesearchmonitor.com The Search Monitor works with SEM, SEO, brand, and affiliate marketers to monitor advertising activity across keywords on search engines, shopping engines, and social networks in real-time, worldwide. Features include: email alerts, screenshots, reports, charts, & statistics on market share, rank, ad copy, ad spend, trademark and affiliate violations, affiliate links in tweets, and link building recommendations. Uses: •• Competitive Intelligence to Optimize Campaigns •• Trademark Monitoring for Brand Protection •• Affiliate Monitoring for Compliance & Recruitment Supported Media: •• Search: Paid, Local, & Organic Universal SERPs •• Shopping Engines •• Devices: Mobile, Desktop, Tablets •• Social Media

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SEMrush Badge Booklet Sponsor www.semrush.com SEMrush provides users with invaluable competitive intelligence— tracking the top 95 million keywords and 42 million domains. SEMrush data currently includes 10 of the most popular regional Google databases, as well as US Bing, and returns extensive metrics relative to both organic and paid traffic (both AdWords and AdSense), as well as backlink info. SEMrush can reveal just what keywords your competitors are ranking for, what campaigns they’re running, what their budget looks like, and what kind of traffic they generate. Thus, it can provide all the ammo one needs to effectively optimize, run impactful campaigns, and increase overall traffic and revenue.

SEO.in Booth 1944 www.seo.in SEO.in is an online marketing agency with an aim to create comprehensive services that provide results for our clients and partnering agencies. We provide our services to numerous small businesses, enterprises, and other agencies looking to outsource their work to another agency in the online marketing industry. We have a history of working with companies of all shapes and sizes and continue to offer our services in the United States, United Kingdom, Australia, Canada, and India. We offer a variety of online marketing services as a part of our online marketing suite. It is our mission to make our services work for our clients.

SEOmoz Lanyard Sponsor www.seomoz.org SEOmoz develops the industry’s #1 SEO and social monitoring platform with a robust link intelligence API. Plus, we host a comprehensive collection of free SEO and inbound marketing resources and a vibrant community of 300,000 online marketers. SEOmoz PRO combines SEO management, social media monitoring, actionable recommendations, and so much more in one easy-to-use platform.

sponsors & Download the app or visit SESSanFrancisco.com. exhibitors Mozscape, our unique index of the web that crawls over 350 billion URLs, powering the popular Open Site Explorer link analysis tool. Take a 30 day free trial! SEOmoz is also home to Roger MozBot, the world’s most helpful and cuddly robot.

SEP Connect Texpo Pavilion www.sepconnect.com SEP Connect (www.sepconnect.com) is a leader in search engine placement (SEP), a new way of getting your business noticed on the Internet. Search engine placement is different from SEO, SEM, PPC, and other forms of Internet advertising in that placements are exclusive and less expensive and results take days instead of months. SEP Connect guarantees to place local businesses on the front page of Google and Bing within 45 days or they don’t pay. Results appear in the natural search section where consumers are most likely to click. SEP Connect has offices in Washington, DC, and Sacramento, CA.

7Search.com Booth 1110 www.7Search.com 7Search has been a premiere pay-per-click search network for over a decade, distinguishing itself for driving quality traffic, affordably. Known for excellent customer service—advertisers can call, email, or instant message—an actual person that is an expert in training and assisting advertisers to optimize their campaign. This team is dedicated to ensuring each and every advertiser achieves the best return on investment they possibly can. Take advantage of 7Search’s network to drive traffic your way.

Slingshot SEO Booth 1924 www.slingshotseo.com Founded in 2006, 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. In May 2011, Slingshot SEO was recognized as the “IT Company of the Year” at TechPoint’s Mira Awards, the premier technology awards program in the state of Indiana. For more information about Slingshot SEO and to read customer reviews, visit www. slingshotseo.com.

StoneTemple Consulting Sponsor www.stonetemple.com Stone Temple Consulting provides holistic Internet marketing optimization services. This includes SEO, social media, and PPC services, all designed to grow your business steadily over time. Link building services focus on strategies that combine brand building with the creation of all natural high quality authoritative links.

Key STC facts include: •• More than 10 years experience in the industry •• 25+ experience online marketing practitioners •• Clients ranging from Fortune 100 companies to startups STC CEO Eric Enge is the lead co-author for The Art of SEO and a frequent industry speaker, and had regular columns in Search Engine Watch and Search Engine Land.

SumAll Texpo Pavilion www.sumall.com SumAll helps ecommerce business owners turn their data into dollars with real time analytics, actionable insights, and trend alerts that ensure that they’ll never miss a major shift in their business again. Set-up requires just a few clicks, and revenue insights are a few minutes away. SumAll helps you answer questions such as: •• Are my new customers or old customers more valuable? •• How does increased traffic affect my revenue? •• How do my sales over the last holiday season compare with the one before? SumAll is integrated with BigCommerce, eBay, Magento, Paypal, Shopify, and Google Analytics and is adding more platforms each month with the vision that business should be able to experience and interact with their data all in one place.

Sweet IQ Texpo Pavilion www.sweetiq.com Sweet IQ, formerly Get Me Listed, is a fully integrated locationbased marketing platform. It collects and analyzes data to provide analytics and actionable recommendations in order to increase venue presence, manage brand visibility, and drive customer engagement into in-store sales. Sweet IQ was developed to respond to the needs of multi-venue marketers who deal with diverse and fragmented local marketing streams, such as local search optimization, local listings, mobile apps, and social media, in order to create and manage centralized and simplified local marketing campaigns.

Textbroker Booth 1948 www.textbroker.com Textbroker is your marketplace for unique and exclusively written articles created to your specifications. Our fixed rates make cost planning for projects of all sizes simple. No auctions, ho hassle: just place your order and writers find you. Create multiple orders for website localization, article marketing, and search engine optimization quickly and easily with our interface. Provide your editors and clients content without lifting a finger via our API. With more than 24,000 US authors at your disposal and rates starting around a penny, creating content has never been so easy and so fast.

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sponsors & exhibitors SES San Francisco | August 13–17, 2012 Thinkit Media Booth 1918 www.thinkitmedia.com Thinkit Media provides social media marketing services, blog development, brand building and monitoring, reputation management and SEO consulting services.

topseos.com Booth 1920 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, social media optimization, and many more. Since 2002, topseos has been a trusted resource for businesses looking to launch or improve internet marketing campaigns. The pathfinder service allows topseos to work directly with you to help find companies that best fit your business needs. Why waste time searching through thousands of sites with false promises? Go straight to the authority, gain insight into the industry, and work with the best.

generates new sales leads directly from your website. The result is greater visibility as to how customers and prospects are engaging your business, and clear, specific steps to improve your online presence.

WL Marketing Booth 1114 www.wlmarketing.com WL Marketing specializes in providing professional, reliable, and affordable link building, local SEO, on site SEO, content/blog management, and other marketing services.

Wpromote Inc.

Booth 1946 www.trellian.com Trellian Direct Search Network is the largest global provider of quality intent-driven search traffic (also known as direct navigation traffic). Trellian controls the destination of hundreds of millions of unique visitors each month from domains in our network. Specific keyword traffic is re-directed to your site through our unique CPV auction based platform. Trellian Direct Search is a powerful addition to any paid search campaign. Since 1997, Trellian has been providing web based tools and solutions for SEO’s, SEM’s, performance marketers, web developers and domain investors. Trellian’s properties include Keyword Discovery, AddMe, SEO Toolkit, URL Trends, DomainState, Above Domain Registrar, and Above Parking Manager.

Booth 1936 www.wpromote.com Wpromote is an award-winning online marketing firm headquartered in El Segundo, CA. Founded in 2001 by Michael Mothner, Wpromote has helped over 37,000 clients grow their businesses online. With unmatched experience in search marketing and an unrivaled dedication to our clients’ results, Wpromote stands out from the crowd. Wpromote’s suite of services includes PPC management, search engine optimization (SEO), social media, Facebook advertising, mobile advertising, conversion optimization, email marketing, and media buying. The 80+ employees at Wpromote currently manager more than 3,500 clients spanning a wide range of industries and verticals in over 60 countries worldwide. Wpromote’s integrated search engine marketing clients include Bayer HealthCare, TOMS, Toyota, Wine. com, Behr, Allied Van Lines, HP, Southern New Hampshire University, Symantec, Fisher-Price, and Universal Music Group. A privately held firm, Wpromote established a position as the #1 integrated search marketing company by offering the industry superior proprietary technology, dedicated customer support and an honest, holistic approach. Inc. Magazine has honored Wpromote six times on its annual Inc. 500|5000 list, which recognizes the fastest growing companies in America. Wpromote is one of the few firms invited to Google’s semi-annual Client Forum, is on Google’s SEM Council and Social Council, and is a Google AdWords Certified Partner.

VisiStat

Zenya

Booth 1130 www.visistat.com VisiStat is a web analytics / customer intelligence platform that captures complex analytical data in real-time, and simplifies it specifically for SMB / SME enabling well-informed business decisions that increase sales opportunities and maximize online marketing effectiveness. The VisiStat solution is an integrated, single-source ecosystem providing comprehensive web analytics and campaign tracking to optimize website performance and online marketing ROI, plus an anonymous visitor identification solution that

Booth 1926 www.zenya.com Zenya, (an Info.com company) enables online search agencies and large advertisers unprecedented levels of specificity in keyword discovery and categorization. Scale SEM campaigns and reduce CPC while bolstering quality score. Zenya provides 650 million real searched keywords algorithmically mapped to 300,000 keyword categories, with more added every week. Zenya’s taxonomy contains as many as 17 layers of tiered granularity for absolute advertising precision. Zenya is your premier platform for performance keywords.

Trellian

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focus

COVER STORY

Change or Perish The 2015 Digital Marketing Rule Book by Avinash Kaushik

t is a cliché to say that the web has radically transformed companies, and indeed entire industries. Yet I believe that the greatest transformation in our ability to find audiences and influence them about our proposition is still ahead of us. Marketing is about to undergo a massive transformation, and unless you prepare your company for the change today, your future as a profitable entity is in jeopardy. I’ve had the privilege of working with some of the largest companies around the planet. With that experience in mind, and as an active digital citizen, I’ve developed five rules for digital revolutionaries that, if followed, will future-proof your business. I hope they’ll motivate you to create a veritable primordial ooze from which new ideas (or indeed life) for an imaginative digital existence will emerge.

Multiplicity—Competencies, Campaigns, Systems, Everything For far too long we’ve been able to achieve success by relying on our sheer strength in one thing. Catalog. Paid search. YouTube. Billboards. TV. You can no longer be good at just one thing, or two. It is a 10-thing world now (and maybe a 20-thing world soon). If you are a catalog company, you have to be good at catalog marketing (as long as it continues to provide incremental revenue), you have to be good at NASCAR (as long as it provides incremental revenue), and you have to be good at Facebook, email, search, YouTube and … a hundred other things—all while constantly optimizing your portfolio via controlled experiments. You have to be good at sourcing your products and good at delivering them. You have to be good on every device of every screen size in every country with a monetizable audience. It is hard to rewire the company’s DNA to truly execute a multiplicity strategy. That’s why you should allocate 15% of your marketing budget to getting good at multiplicity—all the time.

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One-Trick Ponies Are Going to Be a Liability Increasingly, your people can’t be one-trick ponies, especially not people you consider stars. The web demands immense agility and flexibility from every company. Having onetrick ponies can limit your capacity to think smart and move fast. If your marketer is not savvy in basic finance and analytics, and can’t write some html and create mobile campaigns and tag clouds, then you have a long-term liability on your hands, not an asset who is really, really good at writing copy for display campaigns. If you have a finance person for your web business who has never run campaigns on Facebook, and who doesn’t understand the uniqueness of mobile applications and a little bit about the insanity of ad exchanges, then over time try to hire someone who does. At one time, it was okay to be 100% good at one thing and only one thing. But today, companies with people who are 70% magnificent at one thing and 30% good at everything in the periphery of their jobs will rule this world. Change HR hiring practices now to nurture such 70/30 people inside your company, and make that a mandatory condition for all new hires. Then you’ll rule this world.

Attention Is the Most Precious Commodity We live in a hyper-fragmented world with, quite literally, hundreds of TV channels, thousands of social connections, and millions of websites. The single biggest gift any brand can get is attention. Attention results from understanding the true strength of each channel and then engaging uniquely with your audience. Here’s a good example: I ride my bike a lot. I walk a lot. In general, I’m a big fan of exercise. I would follow Gatorade on Twitter with the exercise connection of that brand, but do you know what they do on Twitter? They retweet other people’s tweets about them. This is the lamest thing for which you can imagine using Twitter.

How could Gatorade grab my attention? They could have a Twitter stream about hydration. Their tweets could support their bio on Twitter: “Helping athletes get the most out of their bodies before, during and after activity.” Of the 400 tweets I reviewed, I could not find a single one that fell in that category. Why not try to grab my attention and keep it? In addition to aiming to have an ad on every TV sports event in the hopes that I’m watching, they should try to get social media right and establish a direct relationship with me. It’s not about doing one or the other; it’s about doing both done exceptionally well. That’s how you earn attention. What is your business shooting for online when it comes to digital marketing? What are you doing to earn, and keep, attention?

Brand Destruction Is Insanely Efficient Now. Beware! United breaks guitars. Kenneth Cole goes too far with Egyptian protests. Gap logo. Bank of America everything. You can add 100 more examples in 100 seconds. Those are big ones. But there are small ones, too. I told 20 people that Nikon’s site is slow and profoundly suboptimal on mobile. (Guess what I had on hand when I saw their sexy ad on TV? A mobile device!) Now these 20 people will tell others. This is small, silent brand destruction. Yet few companies have built organizational capabilities with this efficiency in mind. The distance between a story and an audience is six pixels, as my friend Mitch Joel might say. It is ever more important to live your values, walk the talk, deliver what you promise, not say stupid stuff, and be real and accessible. The power that can so efficiently destroy your business is also the power that can boost it to untold heights. That’s marketing money can’t buy. Imagine a better future for your company. PS: It is no longer optional for you to just create TV ads and not have the most brilliant,

COVER STORY

engaging, and helpful mobile websites. In case you were wondering, the year of the mobile was two years ago.

Glory Will Come to the Precious Few Who Are Willing to Embarrass Themselves We don’t take risk and try things—imaginative and possibly glorious things—because we believe that the price of failure is too high. And it is in the real world. Consider creating a TV commercial, repackaging a product, or trying a new offer. First, it takes a very long time to actually try something (add longer plus infinity for risky things). Second, when you fail, you fail spectacularly. Heads roll. Companies get entrenched in what they know and end up constantly optimizing for what has always worked; meanwhile, the world changes and these companies die, albeit slowly. Now consider the web. You can have your most embarrassing idea for a redesign, new

offer, or product launch out there in one day—and you can control for risk! You can only show the redesign to 1% of the site traffic. You can try the offer with just one affiliate or some Bing ads. You can launch the product to a selected group of opted-in customers (or only to people in New York). You can control for risk should everything blow up in your face—and you can have analysis of your risk in almost real time to get an early read and in a few days with statistical significance! If you are an executive, encourage your company to check its old-world thinking at the door. Consider rewarding people with new ideas. Allocate some of your aforementioned 15% budget to experimentation and testing. If you are a large company, don’t live without someone with strong design of experiments skills. If you can’t embarrass yourself, in con trolled quantities, you can’t become

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magnificent. And you can’t future-proof your company.

Conclusion These are five simple rules to follow in order to unlock the imagination of your company and be massively successful in the future. Absorb them. Undertake the very hard task of slowly evolving your company to adapt to them. Monetize the opportunity presented and future-proof your company. Avinash Kaushik is the author of Web Analytics 2.0 and Web Analytics: An Hour a Day. He is the digital marketing evangelist for Google and blogs on Occam’s Razor.

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SEO

It’s Time for Global SEO 2.0 Reduce Cost and Workload by Centralizing Your SEO across Multiple Markets by Motoko Hunt

Global SEO Should No Longer Be an Afterthought

hen I created AJPR back in 1998, there really wasn’t a concept of global SEO out there. If thought of at all, global SEO was considered more of a localization project than a search engine marketing project, and SEO on language-specific pages was an afterthought in the marketing process. Localization and SEO were tackled for each market separately.

Based on both online and offline business data and business goals, most businesses should know which foreign market to target and have a global (multi-country or multilanguage) website by now. Rather than treat global SEO as a side project, you should put it in your main SEO workflow to make your

Content optimization still seems like a task unique to each market. However, with the advancement of CMSs, it can be standard-

Considering the limited information we had about search engine marketing outside the US, and the lack of the tools, especially analytics tools, that could have provided us with site performance globally, there was not much choice but to manage non-US SEO separately, if at all. At the “Search around the World” session at SES Chicago in 2007, I talked about the uniqueness of the Japanese market and the complexities of the Japanese language. The audience was surprised that Yahoo! Japan

site search friendly out of the box. Many businesses manage their market-specific SEO projects separately, with SEO outside the US handled by a different agency and its subcontractors in each country. Besides increased cost, this SEO model can result in very disorganized SEO projects and a lot of wasted effort. In this scenario, the changes made in the US are not always communicated to the teams that manage the other countries’ sites, even when the changes might have negative impacts on the

ized in large part, too. Just as enterprise sites with multiple brands are doing, all site owners should write detailed SEO best-practice guidelines, and standards for each SEO task. This goes not just for businesses that have in-house SEO teams, but also for those that work with agencies. If you are unsure of where to begin, ask the agencies what they have for their SEO teams. Most importantly, enforce the standards across the board within your company and to the agencies. This way, you’ll know how the project is carried out

was the most popular search engine by far; that the Japanese language uses four different sets of letters and characters with many spelling variations; that the engines were having difficulties identifying keywords correctly since no spaces were used to segment the words in Japanese sentences; and that many words with different meanings had the same pronunciation. Fast-forward to today—there is more infor mation about foreign markets, and search marketing has changed. The search engines have evolved considerably, too, and they’ve been working for us, the search marketers. As far as the Japanese market goes, Yahoo! Japan is still the most popular search engine, but it is now powered by Google. This means that SEO best practices, including link building, that are used for US sites should generally work in Japan. The engines no longer have problems identifying the keywords correctly in Japanese webpages. You rarely see the search results with mixed and unrelated information. The engines have been doing their part; now search marketers need to do theirs by updating their SEO processes.

performance of those sites. While tackling SEO in multiple markets may sound like an enormous task, thinking about it as a unified, global SEO project could actually help reduce cost and workload. The key is to standardize the project and establish common processes across the board.

and have a good view of expected outcomes. Agencies can be a great source of knowledge, but some of their methods may not conform to your company’s standards. If their plans and recommendations vary from yours, don’t just accept them; ask why. Any good agency should be able to show you solid data or references to back their theories, and work with you, not against you.

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Use Scalable Strategies to Minimize Duplicate Work Eliminating duplicate work across the various countries’ sites is the single best way to cut down cost and required resources. Chances are that you use the same site design and templates for all websites, even if you have ccTLDs for each country site. If you have one domain for all markets, you definitely have the same design. If you optimize the design of the US site to be search friendly, you shouldn’t need to audit and optimize the other sites. Even for the US site, you should really be optimizing the design (tagging and coding) at each webpage template level, not at each target page. List past and ongoing SEO tasks for each site, identify the tasks that are relevant to multiple sites, and consider managing these

tasks centrally. This way, you can allocate the resources or request the agencies to perform the tasks that are unique to each market.

Create Best-Practice Guidelines and Standards

Test and Target While technology may be bringing the world closer, each market still has its individualities. Also, your goals for each market may be different. Always test to learn the unique aspect of each target market, and adjust your global SEO strategies accordingly. Public reports and data are helpful, but the data from your own site and the customer base are the most valuable signals for your business. Motoko Hunt, SEO Analyst APAC/JP, manages the SEO for all of Adobe’s properties in Japan and the APAC region. She established AJPR in 1998.

SEO

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The New Vocabulary of Search Get Your Site Ready for the Semantic Web by Benu Aggarwal

earch is constantly evolving. Semantic search, schemas, and authorship relevancy have become hidden jewels for site owners. By developing your content and architecture around semantic search, you can improve user experience and generate higher ROI.

Microdata allows ratings, reviews, and a relevant spa offer to be pulled along with hotel information.

The Arrival of Semantic Search

search in mind. Write content only after

using these markups to improve the quality

In March, Google announced that it was adding semantic search to its search engine in order to improve results. Semantic search focuses on the meaning and actual intent of the searcher rather than producing results based on keywords. According to Google executive Amit Singhal (see the Wall Street Journal’s March 15 article), a Google search will present more facts and direct answers to queries, showing key attributes and relevant results as opposed to the very standard results coming out of keyword search.

doing intensive research on users’ search behavior. Find out the types of questions that people ask, the specifics (products, locations, etc.) they seek, and the most relevant answers for their questions. For example, if you have a hotel in San Francisco, you might discover through your research that people are looking for the best time of the year to visit the city, the best places to see, and time-sensitive information such as area events, local deals, and tours. You should provide specific and relevant

of search results and provide richer snippets.

To power semantic search, Google relies on an encyclopedic knowledge of people, places, and things. The company recently launched a knowledge graph in which SERP (search engine results page) shows information pulled from several sources and presents it in a very cohesive, well-organized form. Google is trying to understand what the query is and what contextual information would be the best result for that query. Its aim is to give users the best results full of pertinent information rather than just links to ten different websites. According to Google, this change will affect 10% to 20% of results, which could easily represent one of the biggest changes in the company’s history.

information to address their queries along with evergreen information about your hotel and city. Enhancing your content with the most specific, relevant, and timely information is the best strategy to ensure that your site is ready for semantic search.

richer snippets. Make sure that your CMS supports microdata tags. As search engines strive to refine the search experience, businesses need to reevaluate and prepare their sites to leverage the semantic web. Deployment of these strategies will help you achieve higher clickthrough rates, reductions in bounce rates, higher freshness scores, better user experiences, and, ultimately, higher ROI.

Leveraging Semantic Search To ensure that your site is ready for the semantic web, you should evaluate your site’s content and architecture. Is the content written to provide the most relevant and precise results for search queries? Does the architecture organize and present the most critical information quickly? Focus on natural language as your content strategy, while still keeping keyword

Speaking the Search Engines’ Language Google, Yahoo!, and Bing launched schema. org, a one-stop resource for webmasters looking to add markup to their webpages to help search engines understand the intent of the information presented. People understand your site’s meaning when they read, but search engines are limited in this capacity. By adding markups, you can tell the search engines that your information describes a specific place, person, offer, movie, etc. In other words, you can help search engines better understand your content and display it in a useful, relevant way. There are three different types of markups: microdata, microformats, and RDFa. Search engines support all three types, but Google suggests that you use microdata markup (see their support page), as this has been adopted by schema.org. Search engines are

Key Takeaway Build your website’s architecture to improve user experience. Your goal should always be to enhance users’ interactions with your site and provide relevant information faster. Search engines have launched several schema markups in order to read the most relevant information more quickly. Ideally, content and architecture support microdata tags, allow for quick indexing, and produce

Benu Aggarwal is founder and president of Milestone Internet Marketing, an online interactive agency that provides web 2.0 and search engine promotion strategies.

Semantic Search: Schemas and CMS—Increase Engagement & Freshen Your Content SES San Francisco Wednesday, August 15, 1:30–2:30pm Moscone Center Speaker: Benu Aggarwal See page 26 for details.

sesconference.com • SES 19

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ANALZYING CUSTOMER DATA

The Money Is in the Data Winning the e-Commerce Game with Big Data Technologies by Bryan Eisenberg

ave you read Moneyball: The Art of Winning an Unfair Game, or seen the movie based on the book? The story shows how Billy Beane, manager of the Oakland A’s, took a new look at the big data in front of him, developed new analytics and processes, and created a winning baseball organization even when the financial situation of the team was grim. Modern baseball organizations have succeeded by devising their own metrics that are simple for the whole organization to use and that have gone beyond the simple sabermetrics first explained in Moneyball. They have found a way to compete with the New York Yankees, which has the largest payroll in baseball, when they were losing players because they couldn’t pay the salaries that a team like the Yankees could. This article isn’t about baseball, though. It’s about how this process has occurred right in front of your eyes in the online marketing space, and how it continues to evolve.

Applying Moneyball’s Principles to Online Marketing A company you know well went live with its website in 1995. Throughout the dotcom bubble of the late 1990s, the company struggled to make a profit. By 2001, it generated a small profit, proving its business model, and it has never looked back. It managed to pile up $3 billion in losses between 1995 and 2003. Do you know the company I’m referring to? Of course you do. It’s Amazon.com. How did this small, struggling business win the e-commerce battle against behemoths like Walmart, Best Buy, and Barnes & Noble? How did it utilize a plan like Billy Beane’s to win this unfair game? •• It leveraged social commerce and the voice of the customer for reviews long before anyone else realized their value. •• It optimizes everything religiously. •• At any given time, it can have upwards of 200 A/B or MVT test campaigns running.

20 SES • August 2012 {San Francisco}

•• It built a culture that is agile and respon sive, with small teams of smart people who are given authority to take action. •• It uses its massive amount of data better than anyone else. It uses this data to figure out what products to highlight, how to deliver products at a better price than most of its competitors, how to ship more cost effectively, and how to merchandize more persuasively.  The old direct marketing mantra of “the money is in the list” should be modified to say that “the money is in the data.”   The good news is that there are now tools that help level the big data field significantly: •• Analytics tools are used to analyze large and small data sets and to manually and, increasingly, automatically discover any patterns or data anomalies. •• Predictive analytics tools bring to the surface those patterns that matter and notify you of any future trends based on past and current trends. •• Data-driven automation tools tend to drive widgets on sites, and trigger events based on actions to personalize marketing and customer experiences based on data-driven events. •• Adaptive learning and optimization tools leverage big data, machine learning, and advanced statistical systems such as game theory to develop predictive analytics that then drive some sort of marketing automation. They continuously optimize, refining their algorithms with nearly no need for human intervention. It is this last category that will allow the “bots” to eventually claim their unfair advantage and deal with the lack of trained people in the marketplace. Ten years ago, my brother and I would joke about this category, saying that people just wanted a magical black box connected to their server that would pump out revenue.

As Arthur C. Clarke said, “Any sufficiently advanced technology is indistinguishable from magic.” The magic is arriving now.

Having the Right Team for the Right Tools There are two types of gains to be had from big data technologies: insights into consumer behavior and trends, and incremental improvements by adaptive learning systems that automate the actions you might otherwise take if you had an army of people.

As Arthur C. Clarke said, “Any sufficiently advanced technology is indistinguishable from magic.” The magic is arriving now. Analytics and predictive analytics tools provide you with ways to uncover consumer behaviors. Data-driven automation and adaptive learning optimization tools leverage big ideas baked into their algorithms to make incremental changes, or use personalization to take advantage of marketing inefficiencies and close the gap to help you take advantage of opportunities to maximize market share, revenues, or profits without a large staff. For the analytics and predictive tools, you need really smart people. In June 2011, McKinsey & Company projected “a need for 1.5 million additional managers and analysts in the United States who can ask the right questions and consume the results of the analysis of big data effectively.” Finding and keeping these people will be quite a task. Experience will tell you that turning data into valuable insights and information on which to act is the toughest part of data analytics. As I pointed out in “Data Rich, Optimization Poor,” last year only 22% of companies had a strategy that tied data collection and analysis to business objectives, down from 25% the previous year (source: Econsultancy Online Measurement & Strategy Report).

ANALZYING CUSTOMER DATA

When you can find and develop people who are capable and intelligent enough to optimize business processes based on data, do everything in your power to keep them. If you are rich on analytics talent and have been successful with small data, start looking at the next generation of big data analytics tools. If not, you still have hope to leverage other smart people who are building the data-driven automation and adaptive learning tools that can do a lot of the heavy lifting for you. Bryan Eisenberg, managing partner of Eisenberg Holdings, LLC, is the coauthor of bestselling books Call to Action, Waiting for Your Cat to Bark?, and Always Be Testing.

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Don’t miss this session at SES San Francisco:

Big Data: What Marketers Need to Know Tuesday, August 14, 10:30–11:30am, Moscone Center Companies like Google, Facebook, and Amazon have been leveraging massive amounts of data to dominate their respective industries. Big data has the potential to impact every aspect of your business. In this session, bestselling author Bryan Eisenberg will tell you: •• How you can leverage big data. •• What tools are available. •• How to act on big data insights in real time. The session will cover everything marketers need to know about big data but might have been afraid to ask.

Founding Member Applications now open! Visit: www.mmra-global.org

Join us and help shape the future of mobile insights industry together!

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MARKETING STRATEGIES

Engaging Latinos What the Digital Divide between US-Born and Foreign-Born Latinos Means for Marketers by Gustavo Razzetti

hen planning their Hispanic digital strategy, many compa nies tend to use a three-phased approach: 1. Create a basic Spanish version of the website. 2. Full blast the Spanish site in terms of content and functionality. 3. Develop specific Hispanic digital plat-

McCracken wrote in Chief Culture Officer: How to Create a Living, Breathing Corporation). Sending birthday greetings via Skype, shopping for ethnic foods, sending money home, downloading music from their country of origins, checking the “local” news— technology allows Hispanics to maintain a strong connection with their “original” culture: country of origin, friends, family, and

style (i.e., music) and less of an identity issue. Brands should make them feel empowered and leverage their roles as creators and influencers. Work with key influencers like bicultural bloggers, help biculturals connect with their culture, and offer spaces for expression. For example, Netflix could do a much better job targeting Latinos. They could have a Latino-specific section with Latin American

forms. The problem is that, as with many phased plans, if you don’t see immediate results, chances are phase three will never happen. And that’s truer of Hispanic online than of any other marketing program. The driver of your digital strategy cannot be language, nor can it be content by itself. Brands must understand Latino’s realities and provide experiences that go beyond a “Spanish version.”

others. Acculturation, the process of absorbing a second culture, is no longer a linear process. This differs completely from the early 1900s or even the 1970s. Furthermore, self-expression and sharing are the key reasons for Latinos to connect online. The Internet is a stress-free medium that allows social needs to be expressed— even for assimilated Latinos who are finding that their grandmas’ culture is no longer embarrassing but cool.

movies, films in Spanish or with Spanish subtitles, Latin American critics’ reviews, short films produced by young Latino directors, etc. This shouldn’t be very complicated, and Netflix could increase its revenue by packaging its offering in a different way and also attracting mainstream consumers.

Hispanics Don’t Trust the Spanish Version

Latinoness.

Contrary to popular belief, simply creating a Your Brand Has a Role to Play Spanish version of your site or social media There’s a digital divide between US-born platform won’t win favor with your Hispanic and foreign-born Latinos, according to Pew customers. Perceived as a lesser version of Hispanic Center. The nativity differences the “real” site, a Spanish version generates are especially pronounced when it comes to the following reactions: Internet use (85 percent of native-born Lati•• Latinos compare both language versions nos go online versus 51 percent of foreignto see if content is identical (i.e., price, born). Though the gap is closing, exploring restrictions). the challenges regarding acculturation can •• They browse and select products in help identify the roles your brand can play. Spanish but tend to buy them at the “real” place (either the store or the The less acculturated: These individuals face English site). a language barrier, but the cultural barrier •• They assume (many times based on is even greater. Brands can help them navireal evidence) that the content is more gate the system, network with similar Latilimited. nos, and keep an ongoing connection with •• They feel that in-language content “home.” Assume nothing, listen to your cusdoesn’t necessarily mean they are tomer, and find communities and bloggers appreciated. who can help your brand gain acceptance and credibility.

Technology Is Redefining Acculturation For Latinos, as well as other minorities, now it’s easier than ever to keep a strong connection with their primary culture (“the body of ideas, emotions and activities that make up the life of the consumer,” as Grant

22 SES • August 2012 {San Francisco}

Assimilated: Brands can help this segment in their retro-acculturation journey by providing “social spaces” where they can connect and express their (almost forgotten)

Biculturals: They live in both worlds. The Internet allows them to connect to their two cultures (American and Latino), but furthermore connect to the world: biculturals feel very global. For them, Latino is more of a

Conclusion Pepsi yo sumo (I add up / I count) is a great example of social empowerment, motivating every Latino “to show the world not only how many we are, but how we’re changing the landscape of this country.” Through social media networks, Pepsi is stimulating Latinos to share their accomplishments, experiences, dreams, and ambitions. The bonus: their stories could be portrayed in a documentary that will be directed by Eva Longoria. Latinos may have arrived late to the digital game, but that doesn’t mean that brands should use a “Phase 1 approach.” Latinos are catching up and playing a more crucial role as “trend connectors”; those that are “connected” are very connected. Forget language; start playing a relevant and useful role. Gustavo Razzetti is chief strategy and engagement officer at Grupo Gallegos, a creatively driven marketing solutions shop in Los Angeles.

SOCIAL MEDIA

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The Long Tail of Latinos on Twitter Latinos index a lot higher than other groups. But how do marketers engage them? by Giovanni Rodriguez

study by the Pew Research Center’s Internet & American Life Project confirmed what a lot of us in the Latino marketing community have known: Latinos index higher than any other group on Twitter. In a survey conducted in November 2010, 18 percent of Latino respondents who spent time online had a Twitter account, versus 13 percent of non-Hispanic blacks and 5 percent of non-Hispanic whites. Looking at these and other numbers, many people will ask, “What is it about Latinos—are they more social?” But for marketers, there’s a more immediate, perhaps mundane, question: “How do you effectively engage Latinos on Twitter, one of the fastest growing segments on one of the fastest growing networks?” The question is a lot less simplistic than it sounds. For many marketers today, the raw numbers that characterize the Latino market have gotten more visibility than the soft science that experts use to build meaningful plans for engagement. This is the world of the social web, and a fascination with the long tail of Latinos alone will only get you so far. What’s required here is a bit of work, though not so much work that it should discourage anyone. It’s just a different kind of work—social work, if you will.

Find Remember, there are a lot of Latinos on Twitter, more than any other ethnic group. But it would be wrong to think of Latinos as a single tribe. Instead, think of us as a “metatribe,” a very loose confederation of different groups that sometimes come together around a big idea, a big cause, a movement— and even then, it would be wrong to expect unanimity. The challenge of connecting with the right people is serious. Fortunately, Latinos not only index higher; we also self-index more. Latinos have organized themselves in a number of ways on Twitter. Start with Twitter lists. For a great example—a true long tail of Latinos, capturing the megastars as well as the

newbies—see Lori Gama’s list on Listorious. But this is just one person’s list; Latinos have self-indexed so well that there’s now a long tail of long-tail lists.

Sort But just finding people who have been indexed—or who have self-indexed—as Latinos is not enough. You will want to know more about them. There’s no substitute, of course, for following, reading, and engaging people to truly explore what the basis for a relationship might be (more on that in a moment). But you might also want to avail yourself of any number of tools that can help you understand someone’s profile. One cool tool that is getting an increasing amount of attention is Klout, which not only attempts to measure the influence of all Twitter users using a number of indices beyond the number of followers, but also categorizes people according to their roles in the Twitter ecosystem. (For an interesting look at Latino “influentials” on Klout, go to Tomás Custer’s Hispanic Tips.) Using a Gartner Magic Quadrant–like schema, Klout places people into 16 possible categories, ranging from observer to celebrity. Think of it as a Myers-Briggs personality test for the Twitter set, but with an unforgiving Darwinian twist. While it’s nice to find oneself in a group of supposedly likeminded people, nobody likes being in the lower left-hand quadrant, and I suspect that this might limit the tool’s appeal. Nor does the Klout profile tell you enough to give you a real sense of the person: her tastes, her likelihood to follow and chat with you, etc.

Join To be fair to Klout and other measurement tools, joining is not what they are meant to do. At best, they are about influence, not about engagement. For that, you might even skip the first two steps, and go straight to the third: joining existing conversations that Latinos are having on Twitter. The easiest way to join is

the hashtag, which in the Latino world has great utility. At almost any moment of the day, you can click on #hispanics, #latinos, and #latism and join a lively conversation. (Disclosure: I serve on the board of LATISM [Latinos in Social Media], the organization behind the hashtag.) This is a conversational medium, after all, and there’s no better way to learn about people than to speak with them. Also check out Twitteros, a “network for digitally influential Latinos.” This community also provides brands a way to be visible in these conversations through sponsoring and advertising opportunities. Hashtags—which were invented by users, not product marketing folks—support the spontaneous, emergent behavior that makes Twitter such a fluid, dynamic environment. And they serve as the simple mechanism that enables people to engage in what is perhaps the most fluid, real-time conversational format on the social web today: the Twitter party. Several Latino groups host live chats on Twitter, and the parties have attracted sponsorships from major brands. But the real value comes from participating in these chats (assuming you can type fast enough). Because the real value in Twitter is conversation, and for whatever reason, Latinos like talking on Twitter. Is it because Latinos are more social—the big question posed at the beginning of this post? Who knows? But I like Carrie Ferguson Weir’s suggestion that perhaps Latinos were the original retweeters—repeaters of information, long before the new conversational tool arrived. Conversation is an ancient art, and marketers hoping to engage Latinos should probably think less about the tools and more about the rules of being social. Giovanni Rodriguez

is an

award-winning consultant, strategist, and thought leader on marketing, organizational design, and social technology.

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MOBILE

Talking Back to the Experts continued from page 1 fun to have the crowd participate as much as the presenters and learn from everyone. Jason Wells: This is a brand new format and it is going to be a blast. SES has never tried anything like it before. This is basically going to be an open discussion about mobile marketing and the mobile customer journey. There are no slides and there is no agenda. Adam Singer from Google Analytics and I are going to really engage each other and the audience in a conversation about mobile marketing. There are going to be some lively exchanges. And anytime you’re speaking with someone from Google, it is going to be fun! As for me, I’ve been on both sides of the mobile discussion. I was an executive at a major brand (Sony) and now at a smaller company with a new product (LogMyCalls). I know the mobile challenges that both types of companies face. So, with that background, I’m going to talk about everything from mobile app development and mobile websites to mobile analytics and how to get started with mobile marketing. I’m also really looking forward to discussing mobile customer engagement. The way we engage customers in traditional online marketing is vastly, vastly different from the way we should engage with mobile customers. For example, to generate web leads you need landing pages, forms, etc. To generate mobile leads you need click-tocall, phone call tracking, and a click-to-map functionality. Everything is different. LR: On what do you plan to focus during the open forum? AS: Mobile marketing and measurement— both hot topics. According to recent research we conducted with ClickZ, we know that marketers are planning to increase investments in mobile in the coming year. But we also know that most marketers aren’t yet measuring it as they should be. As a big believer in marketing strategically with clear objectives

24 SES • August 2012 {San Francisco}

/ measurement, I’d like to instill that in attendees when they engage in mobile.

through their mobile devices. I think we’re already starting to see businesses thinking “mobile first” rather than having mobile as an JW: Well, the title is “Understanding the afterthought to other online campaigns, and Mobile Customer Journey,” so my plan is to we’ll continue to see that grow. The future really get into specifics about how mobile will be an increasingly multi-screen world, marketers—brands, agencies, and SMBs— and smartphones and tablets are going to be are engaging mobile customers. It is criti- a big part of that. cal to remember that mobile marketing is a drastic shift from online marketing. The JW: It is on the edge of explosion. 2013 will same rules, tactics, and especially analytics likely be the tipping point. First, mobile don’t apply. To give you some background, marketers are starting to see the value of our new tool, LogMyCalls, is an analytics mobile marketing for one simple reason: it tool designed for mobile marketing. And produces phone calls. Our data clearly shows what we’re finding is that tracking call ana- that inbound phone calls to businesses prolytics is a brave new world for traditional duce customers 15 times more frequently online marketers who are comfortable with than inbound web leads (form fill-outs etc.). tracking CTR and abandon rate. Mobile engagement leads to action more We’re going to focus on how mobile mar- frequently than any other form of marketing keters can engage the customer more effec- I’ve ever seen. Results=growth. tively. It is going to be awesome. Also, I think we’re going to see a lot more focus on video, phone calls, and mobile LR: Can you tell us more about your role in engagement. Watching videos and making mobile? phone calls are very natural actions on a smartphone. AS: In my role as product marketing manAs far as hard numbers, estimates show ager, Google Analytics mobile measurement mobile marketing spend will increase by six is one of my core focus areas (specifically, to ten times over the next four years or so. I’m interested in getting marketers success- That’s substantial. The point here is simple: fully using our new Mobile App Analytics get on board now or get left behind. reports). We’re looking to have marketers make the sophisticated, data-driven deci- LR: What can SES attendees expect from your sions that they are already making on web- talkback session? sites on their mobile apps, too. AS: Why they need to track and report endJW: I’m the CEO of ContactPoint. Our new to-end measurements of their mobile app / product is called LogMyCalls. It is a mobile marketing results as well as how to integrate marketing analytics tool. It tracks phone call mobile measurement holistically across digsource, caller data, call analytics, close rates, ital tactics. Plus, tackle the burning issues SEO data, and PPC data for mobile marketing that audience members are having with campaigns. We like to think of it as Google mobile marketing and measurement. Analytics for the phone. And since direct mobile marketing produces phone calls the JW: There is going to be a lot of back and majority of the time, call analytics are criti- forth between Adam and me. We’re going to cal for mobile marketing campaigns. get the audience engaged as well. The audience should show up prepared for a discusLR: Where do you think the mobile industry sion, not merely a presentation. Everyone is headed? will walk away with hard data and ideas for optimizing whatever “stage” of mobile marAS: We already live in a world where many keting they’re engaged in. consumers experience the Internet primarily It is going to be fun!

Download the app or visit SESSanFrancisco.com.

sessions

Sample Sessions

Download the app or visit www.SESSanFrancisco.com for complete agenda and session descriptions.

Day 1—Tuesday, August 14 10:30–11:30am

Track 2 Spy vs Spy: Competitive Analysis An essential component of any search marketing plan is understanding the strengths and weaknesses of your competitors. This knowledge helps you comprehend what links to gain, ad prices to pay, content to offer, and customers to seek. This session will take a close look at the search engine tricks you can use to analyze your competitors’ game and also the free and premium tools that are available to deep dive into their strategy. Gain tips and secrets to monitoring your competitors; discover the keywords they are targeting, the amounts they are spending on ads, and the opportunities they are missing. This session will focus on both paid search and SEO competitive analysis. Moderator: •• Jamie Smith, CEO, Engine Ready Speakers: •• Justin Freid, Media Director, TPG, An Omnicom Company •• Jim Yu, Founder & CEO, BrightEdge 11:45–12:45pm

Google Track Winning the Moments that Matter with Local, Social and Mobile AdWords Search Strategies Look around you, and it’s easy to see that users’ online behavior and search intentions have fundamentally changed. With smartphones now comprising 2/3 of new phone purchases and tablets exploding, more people are using mobile devices to search—oftentimes for local information—and act based on what they find. Users are also relying on social resources to make decisions about everything from where to eat to what to buy. It’s therefore more important than ever for search marketing plans to include mobile strategies, with relevant information to reach users based on their location and intent, and a way to surface personal recommendations precisely when consumers need them. In this session, we’ll cover how you can reach users in the moments that matter with effective social, mobile, and local solutions from Google AdWords. Specifically, we’ll cover: •• Recent enhancements to local targeting that enable to you reach specific service areas and more profitable customers, and more effectively optimize national campaigns. •• How you can use Google+ to surface recommendations, your Google+ page, and the most recent content about your brand, all when it’s most relevant, enhancing what you already do in search and search ads and helping you forge deeper relationships with your customers.

•• The latest mobile ads launches designed to make it easier for customers to find the most relevant information when on mobile devices. Speaker: •• Shannon Snow, Head of Industry, Education, Google 2:00–3:00pm

Track 3 Social Media, Meet ROI: The Secrets to Social Commerce Social media and SEO have become forever linked. This session will take an in-depth look at social media channel awareness, content creation, and KPIs. Key takeaways will be: •• Ways to use social listening to help build your content calendar. Find out where conversations are happening—around your brand, competitors, or industry—and in what channels. •• Questions your audience is asking and answers they are demanding. Learn how to build an engagement strategy around your social actions. •• Ways to plan your social media marketing strategy and measure success. •• Tools to align your social strategy with existing and departmental goals. •• Examples of social media channels that can help drive your ROI. Moderator: •• Michael Mothner, Founder & CEO, Wpromote Inc. Speakers: •• Jon McGinley, Director of Marketing, Salesforce Radian6 •• Angie Schottmuller, Founder, Interactive Artisan 3:30–4:30pm

Track 1 Pandas, Penguins, Authors. & Links This must-see session will focus in depth on the signals that Google looks at when determining if a site will be affected by a Panda or Penguin update, and will explore solutions for affected sites. Even if your site hasn’t been affected, you will discover ways to avoid being affected in the future. You will also learn about Authors and how Google may be using this to evaluate content and links. This session will also offer cutting-edge link-building tips. Speaker: •• Jim Boykin, CEO and Link Building Ninja, We Build Pages Internet Marketing Service

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sesconference.com • SES 25

sessions SES San Francisco | August 13–17, 2012 | hosted by Sample Sessions (Cont’d)

Download the app or visit www.SESSanFrancisco.com for complete agenda and session descriptions.

Day 2—Wednesday, August 15 9:00–10:00am

Track 4 Optimize B2B Content across the Sales Cycle With today’s fast moving search and social web, content flows in every direction throughout a variety of platforms, formats, and devices. The mass adoption of social platforms has facilitated a revolution of B2B information access, sharing, and publishing. Now more than ever, guiding business customers on their journey through the sales cycle requires an integrated approach to content, optimization, and social media marketing. This session will help solve that challenge by providing: •• A framework for sales funnel optimization for specific customer segments. •• Case studies on developing content, optimization, promotion, and measurement for search and social media. •• Practical examples for optimizing awareness, interest, consideration, purchase, retention, and advocacy. •• Key performance indicators that lead to business outcomes with an integrated approach. Speaker: •• Lee Odden, SES Advisory Board; CEO, TopRank Online Marketing 10:30–11:30am

Track 3 Activating the Social-Search Dynamic Brands that seek performance from social media must embrace the dynamic between social and search. If search marketing is all about delivering value from consumer intent, social is about delivering value from consumer interest. Search marketers must understand the dynamic between search and social where interest begets intent, and intent reinforces interest. This presentation will discuss: •• How to develop an integrated social-search strategy. •• Key points of crossover between search and social marketing. •• Ideas for achieving synergy and efficiency between both channels with actionable strategic frameworks. •• The importance of combined measurement and analytics strategy. •• Client-examples from some of the world’s most revered brands. Moderator: •• Chris Winfield, CMO, BlueGlass Speakers: •• Aaron Kahlow, SES Advisory Board; Chairman & Founder, Online Marketing Summit •• Rich Devine, Global VP, Media Services, Possible Worldwide

26 SES • August 2012 {San Francisco}

1:30–2:30pm

Track 5 Semantic Search: Schemas and CMS—Increase Engagement & Freshen Your Content Google is making a big move toward semantic search results. This timely session will explore: •• The definition of semantic search and how semantic search affects site architecture and content. •• Reasons to use schemas and the most useful ones to deploy. •• Reasons to change the architecture of your site, and content strategy to deploy schemas and semantic search. •• Key functionalities of today’s content management systems (CMSs). •• A review of the top 10 most desired functions of CMSs including features that can help improve freshness and engagement. You will walk away with a solid understanding of how and why to change your content, site architecture, and CMS strategy based on the latest search trends, semantic search, and schemas. Speaker: •• Benu Aggarwal, Founder & President, Milestone Internet Marketing 2:45–3:45pm

Track 1 SEO 2012: What Still Works? As we progress through 2012, there is still a question about the value of SEO. What exactly does still work? Does SEO work at all? Does it still give you the necessary oomph to rocket you up the search engine charts like it used to? Or is it a just-in-case, bestpractice routine these days? Can anyone prove it works; can anyone prove it doesn’t? We have a panel of experts for you to agree or disagree with. It’s a totally open discussion and it’s led by the most important person in the room: you! We need your real world experience, opinions, and feedback. Moderator: •• Dana Todd, SVP, Marketing and Business Development, Performics Speaker: •• Jonathan Allen, Director, Search Engine Watch

Download the app or visit SESSanFrancisco.com.

sessions

Sample Sessions

Download the app or visit www.SESSanFrancisco.com for complete agenda and session descriptions.

Day 3—Thursday, August 16 9:30–10:30am

Morning Keynote Panel Integrated Marketing: What Does That Really Mean? As the debate on what to call SEO continues, and much is made of the terms “content marketing” and “inbound marketing,” many in the industry cite integrated marketing as the answer. But what exactly does this mean? This leading panel of experts will discuss

1:00–2:00pm

Track 4 Global SEM: Hidden Dragons— Mastering Search in Tempting Asian Markets Targeting Asia? You will need more than the best practices you use at home to reach customers in China, Japan, or South Korea. Be ready for complex challenges, not the least double-byte character sets and search engines other than Google. With top tips and case studies, this session will show you: •• How to plan, execute, and maintain the SEO/SEM projects in

the meaning of the term and the merits of a fully fledged integrated marketing strategy. From case studies of high-profile brands, you’ll learn how to plan, create, execute, and measure cross-channel tactics for advanced digital marketing initiatives. Moderator: •• Michael Kahn, Executive Vice President, Managing Director, Global Accounts, Performics Speakers: •• Mark Huffman, Integrated Production Manager, Procter & Gamble •• Corey Kahn, Group Search Director, Ogilvy •• Giovanni Rodriguez, Marketing Strategist, Speaker, and Author

Asia. •• What you need to know about search in Japan, India, Taiwan, and Hong Kong. •• SEO/SEM Perspectives on Baidu and Naver for China and South Korea and the leading search platforms in those markets. Moderator: •• Anne F. Kennedy, SES Advisory Board; International Search Strategist, Author, Beyond Ink USA Speakers: •• Michael Bonfils, International Managing Director, INTL Media Management •• Motoko Hunt, SEO Analyst APAC/JP, Adobe Systems

10:45–11:45am

Track 1 Successful In-House SEO

2:15–3:15pm

Track 2 Latinosphere: Marketing to Latinos in the Age of Digital Latinos are among the most connected people on the social web. But they are not monolithic, and marketers are often challenged to engage them in an effective and scalable way. This panel discussion will feature some of the leading influencers and practitioners in the new world of Latino marketing. They will discuss general principles and cases studies, and will take a peek into the Latino digital future. Moderator: •• Bryan Eisenberg, SES Advisory Board; New York Times Bestselling Author, bryaneisenberg.com Speakers: •• Gustavo Razzetti, Chief Strategy and Engagement Officer, Grupo Gallegos •• Giovanni Rodriguez, Marketing Strategist, Speaker, and Author

This session will deliver practical case studies on topics such as how to grow and distribute an in-house team; how to best deploy that team within large, distributed organizations; the use of agencies/consultants alongside an in house team; and how the presenters’ in-house successes (and failures) have influenced the role of the team and its importance within the organization. There will also be ample Q&A time for you to ask questions about your own in-house initiative. You will come away from the session with the following: •• Execution ideas that can be tailored to your own in-house situation. •• Team deployment strategies with examples of different team structures and their benefits/drawbacks. •• Examples of how to grow the team. Moderator: •• Loren Baker, VP of Business Development, BlueGlass Interactive, Inc. Speakers: •• John Cole, Director of Search Marketing, NFL •• Simon Heseltine, Director of SEO, AOL Inc.

sesconference.com • SES 27

ONLINE MARKETING CONFERENCE IN BERLIN, OCTOBER 11TH, 2012 One-day conference | Site Clinic Session | Speed Networking OMCap Party | Opening Program: Seminars and Meet & Greet

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