SES Magazine August 2009 by Incisive Media

4 free ways to get more out of Google AdWords

1. 2. 3. 4.

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STOP BY THE GOOGLE BOOTH AND SAY “HI” If you have any questions about how to get more out of Google AdWords, or other Google solutions, please stop by our booth.

Whether you’re new to advertising with Google or you use Google tools for each stage of your marketing cycle, visit google.com/advertisers to learn how our ad tools can help your business grow. And stop by our booth for special offers to help you get started with Google AdWords.

Follow SES Magazine at twitter.com/sesmag

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contents

features

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Search Engine Strategies’ Stewart Quealy chats with SES San Jose keynote speaker Clay Shirky about his latest book and how online social networks are shaping the media landscape. §

Profit Optimization: Marry search data with sales to boost roi Aligning search data with sales and CRM platforms isn’t a futuristic dream — it’s a reality today. Here’s why you need to roll out an internal profit optimization strategy. §

GLOSSARY

e pag

e 41

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events

.Click

ia & V ideo S

Z.com

trateg

/socia

l-med

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ia-vid

Optimizing for bing

TAKING THE LONG VIEW

WHat is social search?

Does the new search engine weigh certain factors differently? §

In an industry where weekly — or even daily stats — are accepted as markers of success, have we forgotten the long view? § As users in niche communities work together to find answers, non-validated results from the search engines are becoming less relevant. §

Terms and acronyms every search marketer should know. §

Brand Protection on Social Networking Sites

conference information

Brand monitoring: protecting Trademarks on Paid Search

Advertising successfully with local search

9-11

AGENDA Use this schedule and overview to outline your week at SES San Jose.

Floor plan Find the locations of exhibitor booths, session rooms, and other attractions.

13-38

Sponsors & exhibitors

39-55

Sessions

81-110

Discover what all the organizations and companies at SES San Jose have to offer.

Learn more about the speakers and session moderators.

Become an SES affiliate today! earn $1,000*

*Payout for 10 SES San Jose registrants (regular rate)

Learn more: SearchEngineStrategies.com/affiliate-program.html

Is it legal to sponsor a trademark or use it in ad copy text? What are the risks? What are your options if someone is doing it to you? §

For most businesses, all search is local search. Be sure you’re considering your niche, range, online options, and ideal customer. §

Generating Revenue From Outsourced Local Search

SMS versus WAP

Using Search to Find Missing Persons: Scratching the Surface

Quality SEO Pays for Itself

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

Speaker bios

More feud than fun? Facebook and Twitter user names are at the center of precedent-setting court rulings. Here’s how to avoid pitfalls. §

Are you a blogger or publisher? Do you post about SES events? With 5% payouts, the SES affiliate program helps you monetize the traffic you’re already sending our way — you can easily

August 2009

m: se

columns

INTERVIEW: Clay Shirky

4-6

Socia

’s foru

Local publishers and traditional media outlets are outsourcing privately-branded local search sites, which can increase monetization and advertiser retention. § Short Message Service and Wireless Application Protocol are rampant in today’s online world; they’re most effective when used in tandem. §

Search has an altruistic side, as evidenced during Hurricane Katrina and 9/11. Here’s where progress is needed. § SEM and SEO can dramatically transform profitability of a business, so why is it currently a significantly undervalued skill set? §

Staff Magazine Managing Editor Drew Eastmead Contributors Julie Batten, Ron Belanger, Mary Bowling, David Dague, David Dalka, Kathleen Fealy, Paul Garrity, Mike Grehan, Sara Holoubek, Matthew Marcotte, Bill Mungovan, Melissa Ortiz, Lori Weiman Cover Design Erik Hageman

PROGRAM DEVELOPMENT VP, Content Development Stewart Quealy Senior Program Director Marilyn Crafts Program Coordinator Jackie Ortez

SALES & MARKETING VP, Publisher Matt McGowan Sales Directors Andrew Katz Elaine Mershon Elaine Romeo Peter Westerholm Account Executives Elizabeth Huston Katie O’Hea Event Client Services Mgr. JoAnn Simonelli Marketing Director Angela Man Marketing Manager Christian Georgeou Web Designer Rebecca Holz Online Operations Manager Louise Laberge Online Operations Assoc. Aleksey Gershin

OPERATIONS Director, Operations Michele McDermott Operations Manager Dan Hoskins

SEarch engine watch Managing Editor Kevin Newcomb News Correspondents Greg Jarboe Nathania Johnson Frank Watson Contributing Editors Tim Ash, Michael Boland, Eric Enge, Liana Evans, William Flaiz, Justilien Gaspard, Carrie Hill, Mark Jackson, Ron Jones, Sage Lewis, Elisabeth Osmeloski, Joshua Palau, Erik Qualman, Kevin Ryan, Aaron Shear, Gregg Stewart, David Szetela

welcome

Welcome to Search Engine Strategies and SES Magazine, your official guidebook for the week. As a search marketer, you know that the interactive industry is constantly evolving — and so are we. Thanks in part to your feedback, we’ve given SES San Jose a makeover this year, with shorter sessions, more case studies, and a refreshed speaker lineup. Whether you’re new to the industry or Mike Grehan SES Advisory Board Co-Chair an expert, we have created an educational Stewart Quealy SES Advisory Board Co-Chair

www.SearchEngineStrategies.com/sanjose

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

Andrew Goodman Principal Page Zero Media

Pauline Ores

Ron Belanger VP, Worldwide Agency Sales Omniture

Mike Grehan, Co-Chair Author & Expert ClickZ.com

Brett Crosby Group PPM Google

Anne Kennedy Managing Partner Beyond Ink

Randy Peterson

Bryan Eisenberg Co-founder Future Now, Inc.

John Marshall CTO Market Motive

Stewart Quealy, Co-Chair

Jeff Ferguson Sr. Director, Online Marketing Local.com

TopRank Online Marketing

Sr. Marketing Manager, Social Media

IBM Corporation

Erynn Petersen Sr. Manager, Ad Platform Evangelism

Microsoft

Search Marketing Innovation Mgr.

Procter & Gamble

VP, Content Development

Incisive Media

Lee Odden CEO

Advertiser Index

Anna Maria Virzi Zach Rodgers Kate Kaye Erin Brenner

corporate CEO, North America William Pollak SVP, Events Kevin Vermeulen MD, Operations John Klein

enviroink.indd 1

SES Advisory Board

Clickz Executive Editor Managing Editor, News Senior Editor, News Copy Chief

and networking environment for you that is unparalleled in its magnitude of offerings. Please do not hesitate to approach us this week, as your suggestions and input are always welcome. We hope you find this conference to be a truly valuable experience in your professional development, and that you leave here inspired with new ideas that are relevant to you and everyone on your team. When you get back to the office next week, we encourage you to stay sharp by reading SearchEngineWatch.com. At SES, our online content, webcasts, magazines, training events, and conferences are all geared toward our yearround mission of helping you achieve your search marketing goals.

Please recycle this magazine!

10/1/08 10:44:38 AM

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

Advertiser Page 7Search............................... 89 Acquisio (insert)................... 49 AdReady.............................. 66 Ask.com................................ 7 Bing....................................... 5 Bruce Clay, Inc..................... 12 BtoB Magazine.................... 79 Century Interactive ............. 37 ClickEquations..................... 58 eMarketer............................ 85 Enquisite Inc........................ 21 Incisive Media, U.S. 120 Broadway, 5th floor New York, NY 10271 tel (212) 457-9400 fax (646) 822-5237

Advertiser Page Facebook............................. 25 FinditQuick.com................... 35 Google................................. C2 iContact................................. 8 iProspect............................... 3 LocalSplash.com................. 70 Looksmart........................... 27 magnify360......................... 38 Market Motive..................... 75 Marin Software.................... C4 Network Solutions................ 29

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

Advertiser Page Offshoring.com............... 56-57 Omniture, Inc....................... C3 Outrider............................. 101 Prime Lead..................... 18-19 PRWeb................................. 97 The Search Monitor............. 33 Tracking.net......................... 83 WebmasterRadio.FM.......... 107 WebTrends........................... 93 Yield Software..................... 80 YouTube............................... 17

To advertise, subscribe, contribute, or view past issues: www.SearchEngineStrategies.com/ses-magazine Comments? Want to unsubscribe? E-mail us: magazine@SearchEngineStrategies.com

Agenda

Day 1: Tuesday, Aug. 11 Track

Search Fundamentals Ballroom A2

Search & Community Ballroom A1

Search for the C-Suite Ballroom A3

7:30a-6:30p

Search & the Future Room C

Registration— Concourse

8-9a

Morning Coffee— Concourse

9-10a

Conference Welcome & Opening Keynote: Clay Shirky, Author, Here Comes Everybody — Exhibit Hall 2

10-10:30a 10:30-11:30a

Expo Hall Grand Opening (open 10a-6:30p) Introduction to Search Engine Marketing

Optimize for Search & Engage the Community

11:30-11:45a 11:45a-12:45p

1:45-2:45p

Successful Site Architecture

Using Search to Find Missing Persons

Persuasive Messaging in Your Content Strategy

Turning the Social Web Into Real ROI

SEO Tools of the Trade: What’s in YOUR Toolbox?

How SEO Can Help Save the Publishing Industry

Search Advertising 101

Convergence of Smart Phones & Local Search

The Next Wave for Online Video

Integration: The New CMO Imperative

Turn Web Analytics into a Money-Making Machine

Semantic Technology & Search

Meaningful SEO Metrics: Go Beyond the Numbers

Where Will Customers Be Searching in Five Years?

Extreme Makeover Conversion Edition

Launching a Global Website

Going Digital Without Impacting Your Brand

Performance Pricing: What Every CMO Must Know Networking Reception — Expo Hall

Tuesday, Aug. 11 • San Jose Marriott

9-10a

Keynote: Clay Shirky

10:30a

Marketing in a Social Media World

10:45a

Effective Advertising via Social Networks

11:45a

Conversational & Real-Time Marketing

12:45p

Networking Lunch (Expo Hall)

1:45p

Online Video Advertising Made Easy

Best Practices for Online Video

4:30p

A Chat with Michael Fischer

5:30p

Networking Reception (Expo Hall)

open to all SES conference attendees!

Sponsored Sessions

These sessions, in addition to the three keynotes, networking cocktail reception, and the Express Site Clinics (see page 10) — indicated by yellow backgrounds — are open to all attendees (including Expo Hall only). Tuesday’s ClickZ Social Media & Video Strategies (see page 41) and Thursday’s Local Search Summit (see page 53) are open to SES conference pass-holders.

Day 3: Thursday, Aug. 13 Track

Organic Ballroom A2

Advanced PPC Ballroom A1

Geek Speak Room B

8a-4p

Registration — Concourse

8-9a

Morning Coffee — Concourse

9-10a

Morning Keynote: Charlene Li, Co-author, Groundswell — Ballroom A1

10-10:30a 10:30-11:45a

12:45-2p

SEO Through Blogs & Feeds

Advanced Paid Search Techniques

News Search SEO

Search ROI: Measuring More than Conversion

Ads in a Quality Score World

Extreme Makeover: Live Site Clinic!

Brand, Trademark, & Reputation Management

Follow the Carrot: Cool Mobile Apps

Extreme Makeover: Live Twitter & Blogging Clinic

Images & Search Engines: Getting the Full Picture

Extreme Makeover: Live Landing Page Clinic

Search Becomes the Display OS

Extreme Makeover: Why Am I Not Making Sales?

Session Interval Advanced SEO Roundtable

Advanced Keyword Research

3:30-3:45p 3:45-5p

Electronic Contacts & the Long Arm of the Law Networking Lunch — Concourse

2-2:15p 2:15-3:30p

Clinic Room C

Coffee Break— Concourse

11:45a-12:45p

Organizational Ballroom A3

Independent SEMs/SEOs: Issues & Answers Session Interval

How Storytelling Matches Up With Marketing

SES § August 2009 {San Jose}

Brainstorming the Paid Search Super Tool

In-House SEO: Structuring For Success

SearchEngineStrategies.com ยง SES

SES ยง August 2009 {San Jose}

(attached to San Jose Convention Center)

Floor Plan

San Jose Marriott

Tuesday’s ClickZ event is sponsored by:

What events will take place at the San Jose Marriott? Monday, Aug. 10

Tuesday, Aug. 11

Thursday, Aug. 13

Friday, Aug. 14

— Partnered Training Workshops —

Social Media & Video Strategies

For more information, see page 55

For more information, see page 41

or SearchEngineStrategies.com/

or events.clickz.com/social-

sanjose/training-monday.php

media-video

For more information, see page 53

or localsearchsummit.com

For more information, see page 54

or SearchEngineStrategies.com/

sanjose/training.php

The San Jose Marriott will also be hosting the Speaker Ready and Press Rooms.

What are you searching for at SES San Jose?

I’m searching for...

“

other like-minded souls who are either stupid or crazy enough to have the audacity to believe they can effectively lead search marketing initiatives in global, multinational, multi-matrixed organizations operating across multiple time zones and often with hidden and disparate marketing agendas. Anybody?

— Todd “Turbo” Watson, IBM Corporation

SearchEngineStrategies.com § SES

(Street & Exhibit Levels)

Floor Plan

San Jose Convention Center

Express Site Clinics (Booth 327; open to all)

What’s here? g Session Rooms: For more information, see the agenda on pages 4-6, or see the expanded descriptions beginning on page 40. g Expo Hall: For more information, see the expanded map on the following page. Or, see the company descriptions beginning on page 14. g Keynotes & Lunches

SES § August 2009 {San Jose}

Tuesday, Aug. 11 The Curmudgeon’s Web Copywriting Clinic (10-11a); Ian Lurie, President, Portent Interactive A

Power PPC Advertising Clinic (11:30a12:30p); David Szetela, CEO, Clix Marketing A

Small Changes, Big Results (1:30-2:30p); Matt Bailey, President, Site Logic Marketing A

Express Search Usability Clinic (2:453:45p); Shari Thurow, Founder & SEO Director, Omni Marketing Interactive A

Wednesday, Aug. 12 User-Friendly Sites That Monetize Well (10:15-11:15a); Jennifer Slegg, CEO, JenSense.com A

Ad Copy to Landing Page Review (11:30a12:30p); Brad Geddes, Founder, bgTheory.com A

Your Baby Is Ugly: Landing Page Mini-Critiques (1-2p); Tim Ash, President, SiteTuners A

CPA Optimization Station (2:30-3:30p); Jonathan Mendez, Founder & CEO, RAMP Digital A

San Jose Convention Center

(Expo Hall)

EXPO HALL HOURS ยง Tuesday, Aug. 11 ยง Wednesday, Aug. 12

10a-6:30p 10a-4p

20'

231 330

431

531 630

631 730

731 830

831

427 526

527 626

627 726

727 826

827

120

114

127

227 326

327

123

223 322

323 422

522

523 622

722

723 822

823

121 220

221 320

321 420

421 520

521 620

621 720

721 820

821

117 218

217

717 816

817

115 216

215 314

715 814

815

516 315 414

415 514

515 614

615 714

Floor Plan

30'

811 109 214

209 308

309 408

409

509 608

609 708

709 808

809

106 805 102

101 200

201

303

403

501

601

703 801

ENTRANCE

Exhibitor List: Booth Numbers 7Search.............................................. 109 Acquisio.............................................. 816 Acronym Media.................................. 216 Acxiom .............................................. 622 Adfare Video Solutions........................ 723 AdGooroo, LLC.................................... 409 AdManage.......................................... 220 adMarketplace.................................... 415 AdReady............................................. 309 Advertise.com..................................... 308 Affiliate.com....................................... 626 AOL.................................................... 209 Ask Sponsored Listings....................... 601 AT&T Interactive................................. 315 Autonomy Optimost............................ 427 Best of the Web.................................. 720 Bing.................................................... 303 blinkx................................................. 817 Blogging Center.................................. 431 Brafton CustomNews.......................... 215 Brafton CustomNews.......................... 715 Bruce Clay, Inc.................................... 102 Business.com..................................... 515

Century Interactive.............................. 509 ClearSaleing....................................... 822 Click Forensics, Inc............................. 321 ClickEquations.................................... 721 Clickpath............................................ 323 comScore, Inc..................................... 227 Digger, Inc.......................................... 627 Direct Agents, Inc. . ............................ 520 eDirectory........................................... 422 Engine Ready...................................... 521 Enquisite Inc....................................... 811 Express Site Clinics............................ 327 eZanga.com........................................ 420 Facebook............................................ 808 FinditQuick.com, Inc........................... 823 Findology............................................ 114 Foosball Tournament........................... 731 Google................................................ 403 Hydra LLC . ........................................ 708 iContact.............................................. 214 iCrossing............................................ 614 ideaLaunch......................................... 414 Idearc Search Marketing..................... 320

iProspect............................................ 501 iSpionage.com.................................... 820 KeywordMax....................................... 527 LinkWorth........................................... 805 Localeze............................................. 717 LocalSplash.com................................ 631 LookSmart.......................................... 609 Lyris .................................................. 615 magnify360........................................ 231 Marchex............................................. 621 Marin Software................................... 620 Market Motive.................................... 526 Meetup............................................... 327 Moniker.............................................. 522 Network Solutions, LLC....................... 421 Omniture, Inc...................................... 408 Online Marketing Institute................... 827 OrangeSoda........................................ 714 PeoplePond......................................... 322 Performics.......................................... 809 Pixelsilk.............................................. 106 PRWeb................................................ 117 Reply.com........................................... 223

Rosetta............................................... 815 Search Engine Watch.......................... 327 Search Marketing Standard................ 727 SearchIgnite....................................... 120 SEMPO............................................... 123 SEO, Inc.............................................. 801 SES Sales Office................................. 127 SLI Systems........................................ 221 SpyFu................................................. 726 Submit Express................................... 514 Superpages.com................................. 200 The Search Agency............................. 523 TMP Directional Marketing.................. 722 Tracking.net........................................ 326 Trellian............................................... 814 Tyloon, Inc.......................................... 121 WebmasterRadio.FM........................... 703 Website Magazine.............................. 115 WebTrends.......................................... 314 Wpromote Inc..................................... 608 Yahoo! ............................................... 201 Yield Software.................................... 709 Yieldbuild/HubPages........................... 516

SearchEngineStrategies.com ยง SES

Founded in 1996, Bruce Clay, Inc. is a leading provider of Internet Marketing Solutions with an emphasis on Search Engine Optimization (SEO). As developers of the SEOToolSet,® Search Engine Relationship Chart,® SEO Code of Ethics, and many optimization technologies, Bruce Clay, Inc. is one of the best known and most reputable Internet marketing firms in the world.

Internet Marketing Solutions Our Internet marketing solutions include tools subscriptions, training, consulting, assessments, and a wide range of turn-key and cooperative full-service projects for all budgets, big and small. These are absolutely not one-size-fits-all service programs -- every client is reviewed to achieve the best Internet marketing solution.

Download the New SEMToolBar ™ Today at SEMToolBar.com Be sure to listen to SEM Synergy,™ hosted by Bruce Clay, Wednesdays at 12:00 p.m. PST on WebmasterRadio.fm

Search Engine Optimization (SEO) Services

Branding Services

Pay Per Click (PPC) Services

Internet Marketing Tools

Web Analytics Services

SEO Training

Our SEO offerings are comprehensive and are a specific expertise of our company. Having been in the Search Engine Optimization business over twelve years, we have a very strong reputation and capability in the SEO industry. While organic Search Engine Optimization generates traffic, it is not the only service that can do so. Our PPC management services are designed for those with an immediate need for traffic, as well as a long-term need. Our PPC services focus on the return on investment, and are designed to maximize your return, not maximize your spend. Web Analytics is critical to your traffic programs -- you need to know what converts! We offer a range of services and tools to help you understand the traffic sources, what converts, what doesn’t, and how to take action. We consider these the perfect companion to all our Internet marketing traffic generation programs.

Web Design Services

We will customize all of our design services to meet your individual site goals and needs. Examples of our services include assistance with site architecture, graphic design (site look and feel, navigation, etc.), template building, content writing and code generation. We understand the importance of a well-designed site, and will work with your team to construct a site that will get noticed by users and the crawlers for all the right reasons.

Initial services focus on banner advertising channels, but also cover press releases, community and personal preference searches (Collarity), and others areas concerning improved recognition within targeted audience areas. Our emphasis on brand recognition within a space is what will generate the traffic most likely to convert. Internet marketing is difficult and it isn’t getting any easier. Luckily, we have plenty of tools and suggestions to combat the ever increasing complexity of the industry. Whether it is proprietary internet marketing tools or just our favorite third-party applications, you will find that our complete online marketing toolbox will keep you ahead of the game. Learn how to improve your rankings across all of the major search engines and increase the qualified traffic to your website using the time-tested SEOToolSet tools and methodology. Based on years of search engine research and successful website optimization, our SEO training course teaches you how to analyze search engine results and edit your website to achieve top placement with the SEOToolSet. Upcoming SEO Training Courses:  August 18-20, 2009 - Simi Valley, CA  September 14-18, 2009 - Simi Valley, CA  October 20-22, 2009 - Long Island, NY

www.BruceClay.com 866 - 517-190 0

SES § August 2009 {San Jose}

Sponsors &

Exhibitors SearchEngineStrategies.com ยง SES

Expo Hall Days & Hours A

For more information on how to find the following exhibitors, see the Floor Plan on p. 11.

§ Tuesday, Aug. 11 § Wednesday, Aug. 12

10a-4p

Premier Plus Sponsors

Premier Sponsors

Google

Ask.com

Booth 403

www.ask.com

www.google.com

Google’s innovative search technologies connect millions of people around the world with information every day. Founded in 1998 by Stanford Ph.D. students Larry Page and Sergey Brin, Google today is a top web property in all major global markets. Google’s targeted advertising program, which is the largest and fastest growing in the industry, 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 North America, Europe, and Asia.

Sponsors & Exhibitors

10a-6:30p

iProspect Booth 501 www.iprospect.com

iProspect is the original search engine marketing firm. The company helps many of the world’s most successful brands maximize their online marketing ROI through natural search engine optimization, paid search advertising management, online display advertising management, paid inclusion management, shopping feed management, global search engine marketing, web analytics/attribution modeling, search-leveraged public relations, online reputation management, and other related services. By dramatically increasing business results for clients, iProspect helps to create search marketing heroes every day. With offices in Boston, San Francisco, Chicago, and Dallas-Fort Worth, as well as global search engine marketing offices, iProspect can be contacted at (800) 522-1152. R

The Original Search Engine

Marketing Firm

Omniture, Inc. Booth 408 www.omniture.com

Omniture Inc. is a leading provider of online business optimization software, enabling customers to manage and enhance online, offline, and multi-channel business initiatives. Omniture’s software, which it hosts and delivers as an on-demand subscription service and on-premise solution, enables customers to capture, store, and analyze information generated by their websites and other sources, so they can gain critical business insights into the performance and efficiency of business processes, including marketing and sales initiatives. In addition, Omniture offers a range of professional services that complement its online services, including implementation, best practices, consulting, customer support, and user training through Omniture University. Omniture’s nearly 5,200 customers include eBay, AOL, Wal-Mart, Gannett, Microsoft, Neiman Marcus, Oracle, Sony, and HP.

SES § August 2009 {San Jose}

Ask.com is an operating business of IAC. The Ask Network of sites ® is the 11th largest Internet property in the world, with 172 million worldwide unique monthly users, according to May 2009 comScore data. Ask.com syndicates its search technology and advertising solutions to a network of affiliate partners.

Bing

Booth 303 www.bing.com

Bing.com is designed to help people overcome search overload and make faster, more informed decisions when searching online. No longer satisfied with the status quo of search, Microsoft designed Bing as a “decision engine” to provide people with intelligent search tools to help them simplify tasks and make more informed decisions — from simple decisions like choosing the fastest route to get home, to more complex ones like researching a product purchase or planning a trip.

Bruce Clay, Inc. Booth 102 www.bruceclay.com

Since 1996, www.bruceclay.com has been one of the leading search engine optimization web destinations. The site, which offers stepby-step methodologies, including free interactive tools on all aspects of search engine optimization, ranks near the top of all websites visited. Services include tool subscriptions, trainings, site assessments, consulting, and full-service projects. Areas covered include SEO, PPC, analytics, e-mail, and ad programs.

iContact Booth 214

www.icontact.com

iContact is the leading e-mail marketing and online communications platform. More than 50,000 businesses, nonprofit organizations, and associations worldwide use iContact to easily create, publish, and track their e-mail newsletters, blogs, surveys, auto-responders, and RSS feeds, including market leaders like AT&T, Vonage, International Paper, and Re/Max. iContact allows for publishing to multiple online channels through a single web-based interface. Publishers can post content through e-mail newsletters, RSS, blogs, and the iContact community. Website visitors can interact with content in an engaging community, allowing publishers to build relationships and increase the number of people they communicate with.

Product & Service Guide General Search Engines

Adfare Video Solutions.............................723 adMarketplace, Inc..................................415 Advertise.com..........................................308 affiliate.com ...........................................626 AOL.........................................................209 Ask Sponsored Listings............................601 Bing.........................................................303 Business.com..........................................515 FinditQuick.com.......................................823 Findology.................................................114 Google.....................................................403 Hydra LLC................................................708 LinkWorth.com........................................805 LookSmart...............................................609 Tyloon.com..............................................121 Yahoo!.....................................................201 YieldBuild/HubPages................................516

7Search...................................................109 Best of the Web.......................................720 Bing.........................................................303 blinkx......................................................817 eZanga.com.............................................420 Google.....................................................403 iCrossing.................................................614 KeywordMax............................................527 Yahoo!.....................................................201

Affiliate & Performance-Based Marketing Solutions 7Search...................................................109 AdGooroo, LLC.........................................409 adMarketplace, Inc..................................415 affiliate.com ...........................................626 comScore, Inc..........................................227 Direct Agents, Inc.....................................520 Facebook.................................................808 FinditQuick.com.......................................823 Findology.................................................114 Hydra LLC................................................708 SearchIgnite............................................120

Blog Advertising LinkWorth.com........................................805 Online Marketing Institute........................827

Click Fraud Prevention & Website Security Click Forensics, Inc..................................321

Content Management Autonomy Optimost.................................427 eDirectory................................................422 Localeze..................................................717 Pixelsilk...................................................106

Content & News Feed Providers Brafton CustomNews.................... 215 & 715 ideaLaunch..............................................414 Localeze..................................................717 Online Marketing Institute........................827 PRWeb.....................................................117 WebmasterRadio.FM................................703

Display Advertising AdReady..................................................309 Website Magazine...................................115

Domain Registrars Moniker...................................................522

E-Mail Marketing Solutions Acxiom....................................................622 Adfare Video Solutions.............................723 iContact...................................................214 Lyris........................................................615

Interactive Marketing Agencies Acronym Media.......................................216 Acxiom....................................................622 Advertise.com..........................................308 affiliate.com ...........................................626 Direct Agents, Inc.....................................520 iCrossing.................................................614 Idearc Search Marketing..........................320 Performics...............................................809 Rosetta....................................................815 The Search Agency..................................523 TMP Directional Marketing.......................722

Interactive Marketing Associations & Publications Facebook.................................................808 Search Marketing Standard.....................727 SEMPO....................................................123 WebmasterRadio.FM................................703 Website Magazine...................................115

Local Search Marketing Services & Directories AT&T Interactive......................................315 Best of the Web.......................................720 eDirectory................................................422 iSpionage................................................820 Localeze..................................................717 LocalSplash.com.....................................631 Marchex..................................................621 Network Solutions....................................421 OrangeSoda.............................................714 Reply.com................................................223 Superpages.com......................................200 TMP Directional Marketing.......................722 Tyloon.com..............................................121

Marketing Optimization Solutions Acquisio...................................................816 AdGooroo, LLC.........................................409 Advertise.com..........................................308 Autonomy Optimost.................................427 Century Interactive...................................509 ClearSaleing............................................822 Click Forensics, Inc..................................321 ClickPath.................................................323 Enquisite Inc............................................811 ideaLaunch..............................................414 magnify360.............................................231 Market Motive.........................................526 Omniture, Inc...........................................408 PeoplePond..............................................322 PRWeb.....................................................117 SearchIgnite............................................120 SpyFu......................................................726 Tracking.net, Inc......................................326 Trellian....................................................814 WebTrends...............................................314 YieldBuild/HubPages................................516 Yield Software.........................................709

Mobile & Rich Media Advertising Solutions Adfare Video Solutions.............................723 AT&T Interactive......................................315 AOL.........................................................209 blinkx......................................................817 comScore, Inc..........................................227 Tracking.net, Inc......................................326

Organic Search Marketing Acronym Media.......................................216 AdGooroo, LLC.........................................409 Bruce Clay, Inc.........................................102 Digger.....................................................627 Engine Ready...........................................521 Enquisite Inc............................................811 ideaLaunch..............................................414 Idearc Search Marketing..........................320 iProspect.................................................501 Localeze..................................................717 LocalSplash.com.....................................631 Market Motive.........................................526 OrangeSoda.............................................714 PeoplePond..............................................322 Performics...............................................809 PRWeb.....................................................117 Rosetta....................................................815 SEO, Inc...................................................801 Submit Express........................................514 The Search Agency..................................523 Trellian....................................................814 Wpromote Inc..........................................608 YieldBuild/HubPages................................516

Pay-Per Click Networks & Management Services 7Search...................................................109 Admanage...............................................220 adMarketplace, Inc..................................415 Ask Sponsored Listings............................601 Bruce Clay, Inc.........................................102 Business.com..........................................515 ClickEquations.........................................721 eZanga.com.............................................420 FinditQuick.com.......................................823 Findology.................................................114 iProspect.................................................501 iSpionage................................................820 KeywordMax............................................527 LookSmart...............................................609 Marchex..................................................621 Marin Software........................................620 Network Solutions....................................421 OrangeSoda.............................................714 Reply.com................................................223 SEO, Inc...................................................801 Superpages.com......................................200 Wpromote Inc..........................................608 Yield Software.........................................709

Pay-Per-Call Companies AT&T Interactive......................................315 Marchex..................................................621

Search Marketing Agencies Acronym Media.......................................216 Acxiom....................................................622 Admanage...............................................220 ClearSaleing............................................822 Direct Agents, Inc.....................................520 Engine Ready...........................................521 eZanga.com.............................................420

iCrossing.................................................614 Idearc Search Marketing..........................320 iProspect.................................................501 LinkWorth.com........................................805 LocalSplash.com.....................................631 Network Solutions....................................421 Performics...............................................809 Rosetta....................................................815 SEO, Inc...................................................801 Submit Express........................................514 The Search Agency..................................523 TMP Directional Marketing.......................722 Wpromote Inc..........................................608

Search Marketing Software Acquisio...................................................816 Admanage...............................................220 Bruce Clay, Inc.........................................102 Century Interactive...................................509 ClearSaleing............................................822 ClickEquations.........................................721 Click Forensics, Inc..................................321 ClickPath.................................................323 Digger.....................................................627 Engine Ready...........................................521 Enquisite Inc............................................811 iSpionage................................................820 KeywordMax............................................527 Lyris........................................................615 Marin Software........................................620 Omniture, Inc...........................................408 Pixelsilk...................................................106 SearchIgnite............................................120 SpyFu......................................................726 WebTrends...............................................314 Yield Software.........................................709

Shopping Cart & E-Commerce Solution Providers eDirectory................................................422 Pixelsilk...................................................106

Specialized Search Engines Bing.........................................................303 blinkx......................................................817 Business.com..........................................515 Reply.com................................................223 Submit Express........................................514 Superpages.com......................................200 Tyloon.com..............................................121

Training Courses & Certification in Search Marketing Market Motive.........................................526 Online Marketing Institute........................827

Web Analytics Century Interactive...................................509 ClickEquations.........................................721 ClickPath.................................................323 comScore, Inc..........................................227 Google.....................................................403 iCrossing.................................................614 Lyris........................................................615 magnify360.............................................231 Omniture, Inc...........................................408 SpyFu......................................................726 Tracking.net, Inc......................................326 WebTrends...............................................314

Website Search & Technologies SLI Systems.............................................221

SearchEngineStrategies.com § SES

Sponsors & Exhibitors

Advertising Networks

*Booth #s on right

Exhibitors 7Search Booth 109 www.7search.com

7Search.com is a leading pay-per-click search engine network and has earned a respected status in the web business community by focusing on the quality, and not just the quantity, of its search results. 7Search offers companies an economical and measurable opportunity to obtain new business leads and sales from the highest quality Internet traffic in the industry across business verticals. Partnerships with hundreds of niche web properties, search engines, and portals enable advertisers to connect their campaigns instantly to millions of targeted users with a better ROI than any other PPC network. We offer no minimum monthly spend, lower cost per click, industry-leading fraud detection, responsive customer support, and innovative advertiser tools and services. Advertisers: http://7search.com/advertise; partnerships: http://7search.com/partner. iPhone Giveaway at the booth!

Acquisio Sponsors & Exhibitors

Booth 816 www.acquisio.com

Acquisio Search is a PPC management platform designed specifically for agencies who manage pay-per-click accounts for multiple clients. It allows campaign managers to automate month-end reporting with the industry’s most sophisticated white label reporting engine. The platform also shines when it comes to daily management tasks, thanks to the world’s first and only multi-engine bulk editor. Think AdWords editor, but for Yahoo Search Marketing and Microsoft adCenter. We know automation is critical — that’s why Acquisio is the only platform that allows you to define sophisticated and granular business rules to automatically or semi-automatically manage bids, change status, delete items, or set alerts on anything. Last but not least, Acquisio optimizes existing campaigns with a proprietary algorithm that quickly identifies keywords that prevent optimal campaign performance. With Acquisio, account managers can now create reports, optimize, and manage all their client accounts on Google AdWords, Yahoo Search Marketing, and Microsoft adCenter from just one login.

Acronym Media Booth 216 www.acronym.com

Acronym Media, an independent, global search marketing and keyword-driven marketing agency, is headquartered in New York’s landmark Empire State Building. Consistently rated as a top 10 search engine agency by Advertising Age, the firm offers its clients 13 years of search marketing experience and top-notch SEM consulting services from multiple locations around the globe. Acronym’s award-winning keyword-driven marketing framework places the topmost importance on the language and keywords customers use and understand, to help global clients build effective and scalable marketing programs. Guided by real-time, granular keyword intelligence, Acronym’s experts drive cross-media optimization and craft enterprise-level, large-scale, multilingual SEO, paid search, contextual, and other digital keyword marketing programs, supported by in-depth expertise in web/campaign analytics and user experience optimization. The agency’s global clients include Four

SES § August 2009 {San Jose}

Seasons, SAP, Siemens, Nokia, Priceline.com, the Wharton School of the University of Pennsylvania, Sirius, and WebMD. To learn more about Acronym’s search and keyword marketing excellence, or to request more information, please call (877) SEM ACRO, e-mail us at info@acronym.com, or visit www.acronym.com.

Acxiom Corporation Booth 622

www.acxiom.com

As the global leader in interactive marketing services, the world’s leading companies rely on Acxiom to connect clients with their customers through deep consumer insight, powering effective and profitable marketing initiatives. Recognized as a top digital marketing services agency and leading innovator of marketing technologies, we enable clients to send, optimize, and analyze communications across multiple media channels, including e-mail, website, display advertisement, mobile, social media, and direct mail. Our consultative approach spans numerous industries and incorporates decades of experience in analytics, consumer data and insights, information technology, and data integration. Today, our clients are empowered to engage their customers and prospects in truly integrated marketing programs. For more information on our high performance marketing and advertising solutions, visit acxiom.com/ digital, or contact our sales department at digitalsales@acxiom.com.

Adfare Video Solutions Booth 723 www.adfare.com

Adfare has been creating low-cost, high-quality online video ads for almost eight years. A pioneer in online video advertising, we now offer a comprehensive package of video ad options, including full-service video ad production (we create videos ads and video banners using our stock library content or an advertiser’s content; we add music and voiceover, and include hosting for 12 months; delivery within 48 hours), DIY video ads (a publisher, their sales team, and/or advertiser can use our video ad builder to quickly create video ads and publish within minutes), and on-site location shooting and production (edited video usually completed within a week). XML, Javascript, tracking, automatic order feeds, and complete stats accompany every video we produce. Contact us today to get started.

AdGooroo, LLC Booth 409 www.adgooroo.com

Monitor competitors, expand keywords, and protect trademarks with AdGooroo. AdGooroo is the leading provider of search engine intelligence. Its proprietary technology tracks search activity across any industry vertical, empowering sophisticated agencies and advertisers with actionable data related to competitors’ keywords, ad copy, and natural and paid search — all via online reports and daily e-mail alerts. With SEM Insight and Natural Rankings, AdGooroo clients can monitor, analyze, and truly understand search activity across search campaigns and the competitive landscape. AdGooroo’s Trademark Monitoring enables advertisers to identify infringing advertisers from a bid and ad copy perspective, and automatically generate infringement claims. AdGooroo provides the insight and information needed to generate the highest possible return on your search marketing investment.

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Search Engines Strategies San Jose ’09

Don’t just post. Promote. Put your video in front of the audience that matters: yours.

Sponsors & Exhibitors

Worldwide

Select your keywords, set your bid price, and pay only for results. Sound familiar? Promoted Videos brings search advertising to YouTubeTM, where millions of people search everyday. Get started at youtube.com/promotedvideos.

SearchEngineStrategies.com § SES

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Sponsors & Exhibitors

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SES ยง August 2009 {San Jose}

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Sponsors & Exhibitors

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AdManage

Affiliate.com

Booth 220

Booth 626

www.admanage.com

www.mediabreakaway.com

Admanage.com is the innovative ad network that boosts performance by bringing the most relevant PPC search and CPC contextual banner listings for publishers. Using the AdManage proprietary White Label System, publishers can start a search engine business that boosts revenues through distribution of the publisher’s own or AdManage meta XML search feeds. The AdManage ad network, with its performance enhance search technology platform, is helping publishers and affiliates instantly achieve residual income by providing ads that complement the publisher’s existing content or niche and cater to consumer’s desires.

adMarketplace Booth 415

www.admarketplace.com

Sponsors & Exhibitors

adMarketplace.com drives results to online marketers and publishers through our data-driven pay-per-click platform. Since 2003, adMarketplace has delivered performance-optimized traffic to over 100,000 advertisers, achieving return on ad spend metrics comparable to search engine marketing. adMarketplace is headquartered in Manhattan and maximizes yield for more than 250,000 web properties.

AdReady Booth 309 www.adready.com

Seattle-based AdReady is an advertising technology company that makes online banner ads as easy, effective, and scalable as search ads. AdReady’s platform greatly reduces the cost and complexity previously associated with display advertising. Now even small and medium-sized businesses can use banner ads together with search ads to maximize return on advertising spend. AdReady helps advertisers create, manage, and optimize display campaigns. The platform provides rapid reporting to prove ROI, a library of over 800 tested ad templates, and a network that reaches over 90 percent of Internet users. AdReady has helped more than 2,000 advertisers and publishers, including Alaska Airlines, RealNetworks, Google, Yahoo, MSNBC, and ESPN. Every month, AdReady advertisers generate over 3 million clicks, place over 10,000 ads, and receive more than 1 billion impressions — with nearly 20 billion impressions to date. To learn more about AdReady’s solutions for advertisers, agencies, and publishers, go to www.adready.com.

affiliate.com (a division of Media Breakaway, LLC) represents the next generation in affiliate networks. Since our founding, we have been focused on generating the best leads and sales results possible for our advertisers and affiliates.

AOL

Booth 209 www.aol.com

AOL Advertising’s SEM solutions are backed by the most advanced bid and feed management technologies available. We tailor campaign setup, design, and execution strategy to the particular needs of each client, and apply our industry-leading bid-optimization algorithms to ensure maximum ROAS (return on ad spend). Every campaign is managed by a team, where each person brings a specialized discipline of SEM: creative management, campaign setup and design, budget optimization analysis, and campaign strategy. Offerings include paid placement, paid inclusion, shopping engine feeds, and post-search behavioral retargeting.

Ask Sponsored Listings Booth 601 www.sponsoredlistingsask.com

Ask Sponsored Listings (ASL) is the automated open-auction system that allows SEM specialists, advertisers, and agencies to expand their search marketing programs. With a distribution network of over 90 online properties and services, including search sites, meta search sites, portals and lifestyle, technology, and travel and business sites, advertisers can reach a more relevant audience. ASL helps businesses reach more customers. From local businesses to companies with nationwide locations, ASL search marketing campaigns deliver the right results.

AT&T Interactive Booth 315 www.attinteractive.com

AT&T Interactive, a wholly owned subsidiary of AT&T, enables advertisers to generate leads by reaching consumers across multiple forms of media. The company develops and manages advertising solutions across the flagship web property www.YELLOWPAGES. com, AT&T U-verseä, and AT&T’s online and mobile local search.

Advertise.com

Autonomy Optimost

Booth 308

Booth 427

www.advertise.com

www.optimost.com

Advertise.com (formerly ABCSearch) is the world’s largest privately held meta search engine, conducting over 100 million daily searches through our network of specialized engines and metacrawlers. With the high cost of advertising on Google and Yahoo, we offer a more affordable alternative, with a minimum bid price set at $0.10 per click. Our geo-targeting capability and optimization tools enable us to drive quality traffic to help achieve your company’s online marketing goals. We have ABC Neighborhood, where advertisers can geo-target anywhere in the world, down to city and state, and ClickShield, which deters click fraud, giving our advertisers more for their money and more quality clicks.

SES § August 2009 {San Jose}

Autonomy Optimost is the leader in optimization applications for interactive marketing. Building on Autonomy’s advanced meaning-based computing platform, Autonomy Optimost offers an innovative suite of website optimization applications on a common platform. With over eight years of experience, Autonomy Optimost has worked with hundreds of interactive marketing customers on thousands of optimization projects to maximize conversion rates and increase customer engagement. Organizations from all over the world, including top brands, use Autonomy Optimost, which uniquely blends multivariable experimentation with adaptive targeting, powered by Autonomy’s automated clustering and advanced analytics, to drive online business performance.

Enquisite™ Optimizer “Technology Platform Search Marketers Can’t Live Without”

No, not an oxymoron. Even though organic drives over 90% of search traffic, paid gets nearly all the attention and budget. Now it’s time to make SEO look, feel, and perform like PPC. Show the direct connection between your SEO efforts and the results they generate.

Enquisite™ Performance Suite

The Enquisite Performance Suite gets you there. Search marketing professionals can manage, track, measure and accelerate the performance and ROI of their organic and PPC campaigns.

Enquisite™ optimizer

Cut through the clutter and be intelligent about your search investments. Know where to focus for the biggest return in the shortest amount of time. And have the scorecard to back you up to make SEO truly performance-based.

aDvaNCED CLICk CompLIaNCE

Sponsors & Exhibitors

ORGANIC PAYS.

INCLUDES

Enquisite™ Campaign orgaNIC SEarCh

awarD wINNINg SEarCh aNaLytICS

Enquisite™ auditor

Making Sense of Search 649 Mission Street, 5th Floor, San Francisco, CA 94105 phone 415.655.4970 www.enquisite.com

VISIt uS At bOOth

811 SearchEngineStrategies.com § SES

Best of the Web

Century Interactive

Booth 720

Booth 509

www.botw.org

www.centuryinteractive.com

Best of the Web: the Internet’s oldest directory. Founded in 1994 at the University of Buffalo, Best of the Web has been a pioneer in recognizing the best sites online. From the initial concept of web awards, BOTW has transformed into a premier directory that showcases the web’s top sites. Exposure in the BOTW directory can bring direct traffic and ensures that crawler-based search engines will find your site. A listing in a relevant category can help improve your website rankings in organic search engine results. BOTW offers a variety of opportunities to help market your website, including a 60-day advertising trial (absolutely free), Directory Submit Service (guaranteed site review in three days), and the Reseller Program (25 percent recurring commissions). BOTW is also pleased to introduce its newest offerings: the BOTW blog directory, enterprise software directory, and the BOTW senior housing directory.

blinkx Booth 817

Sponsors & Exhibitors

www.blinkx.com

blinkx plc (LSE AIM: BLNX) is the world’s most comprehensive video search engine. Today, blinkx has indexed more than 35 million hours of audio, video, viral, and TV content, and made it fully searchable and available on demand. blinkx’s founders set out to solve a significant challenge: As TV and user-generated content on the web explode, keyword-based search technologies only scratch the surface. blinkx’s patented search technologies listen to — and even see — the web, helping users enjoy a breadth and accuracy of search results not available elsewhere. In addition, blinkx powers the video search for many of the world’s most frequented sites. blinkx is based in San Francisco and London.

Brafton CustomNews Booths 215 & 715 www.brafton.com

Brafton CustomNews is the news agency specializing in providing tailored news feeds for websites. Newsroom journalists write news feed articles to an editorial brief and keyword strategy that is controlled by you. All articles are unique, search engine-friendly, and archived on your website. What are the key benefits? Keep your website fresh and updated with breaking news; increase organic listings with search engine-optimized articles; inspire confidence and portray your brand as a leading sector voice; drive revenue by directing traffic to revenue pages from articles; and increase dwell time and repeat visits with archived and related articles.

Business.com Booth 515 www.business.com

Business.com is the leading online resource for business purchasing decisions, serving more than 40 million business users and thousands of advertisers every month. Business.com helps business decision makers quickly find what they need to make informed purchasing decisions, and enables B2B marketers to reach this valuable business audience. Business.com also features the Internet’s largest collection of business content with more than 30,000 expert business guides. Business.com was recently named to BtoB’s 2008 “media power 50” in the general business category.

SES § August 2009 {San Jose}

Century Interactive takes the guesswork out of marketing and links website sessions to phone calls. Understand which keyword terms and referring sites led someone to visit a site and convert to a phone call or chat. Create goal pages that track the resulting action of a visitor, including calls, and gain insight into the site’s performance. We are actively forming partnerships with SEMs that realize the value of incorporating our tool into their business.

ClearSaleing Booth 822 www.clearsaleing.com

Founded in 2006, ClearSaleing, Inc. provides advertising portfolio management technology that helps marketers identify ways to more effectively and profitably allocate ad spend across a complex mix of online advertising investments. ClearSaleing’s platform enables true attribution management through our patent-pending Purchase Path technology. Purchase Path accurately attributes profit and ROI across the multiple marketing touch points that contribute to and influence a sale. In addition, ClearSaleing is a thought leader in the growing scientific field of attribution management and founder of the Attribution Management Forum, the profession’s e-community for interactive marketers. ClearSaleing’s ability to give marketers insight into their online ad investments is attracting major brand customers, such as American Greetings and Nationwide Insurance.

ClickEquations Booth 721

www.clickequations.com

ClickEquations is a paid search platform designed specifically to help large advertisers and agencies manage campaigns more effectively and efficiently. Our web interface lets you quickly and easily control all of your campaigns, accounts, and clients, with full bid management, campaign editing, and reporting features. ClickEquations Analyst, a unique Excel plug-in that’s included free for every client, gives you unlimited customization of sharable reports and dashboards — and unprecedented analytics power. We have transparent, no-hassle pricing with no setup fee and free support. To learn more, read our paid search blog and follow us on Twitter.

Click Forensics, Inc. Booth 321 www.clickforensics.com

Click Forensics is the industry leader in scoring, auditing, and improving traffic quality for the online advertising community. By optimizing every step in the online advertising process, Click Forensics maximizes ROI for advertisers, publishers, and ad networks. For over five years, the online advertising industry has relied on Click Forensics as the independent authority on traffic quality and click fraud. Click Forensics provides a free reporting and monitoring service via the Click Fraud Network and was instrumental in the formation of the Click Quality Council in 2006. The team leverages its expertise to score the relative merits of Internet traffic and provide robust traffic quality management solutions, which are relevant for advertisers seeking to reduce costs and improve conversion rates; ad networks seeking to attract and retain advertisers and improve overall eCPM; and publishers seeking to attract quality advertisers and increase earnings per click.

What are you searching for at SES San Jose?

“

people who have the courage to lead their organizations through the tough changes brought on by emerging technologies — and refuse to succumb to the fear of losing control to their customers, partners, and employees.

Clickpath Booth 323 www.clickpath.com

Founded in 2003, ClickPath bridges the offline gap between online advertising and offline conversions, tracking phone calls back to the exact keyword(s) that generated them. ClickPath offers a complete online to offline conversion ad tracking solution, including the Dynamic Number Insertion platform, call measurement and monitoring infrastructure, and a web analytics interface.

— Charlene Li, Altimeter Group

DA Search, the search marketing division of Direct Agents, offers clients fully customized and performance-based search engine optimization and paid search services. Our holistic approach means we also focus on improving landing page conversions and analyzing user paths and the competitive landscape to offer our clients a distinct advantage. Our DAS technology platform uses self-learning and predictive modeling algorithms to fully automate bid management and achieve maximum ROI for even the largest campaigns. Clients include DIRECTV, Costco, Shoes.com, Progressive, TheLadders, and The University of Phoenix.

comScore, Inc.

eDirectory

Booth 227

Booth 422

www.comscore.com

www.edirectory.com

comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital marketing intelligence. In an independent survey of 800 of the most influential publishers, advertising agencies and advertisers conducted by William Blair & Company in January 2009, comScore was rated the “most preferred online audience measurement service” by 50 percent of respondents, a full 25 points ahead of its nearest competitor. comScore’s capabilities are based on a massive, global cross-section of approximately 2 million Internet users who have given comScore permission to confidentially capture their browsing and transaction behaviors, including online and offline purchasing. Using its proprietary technology, comScore measures what matters across a broad spectrum of digital behavior and attitudes, helping clients design more powerful marketing strategies that deliver superior ROI. With its recent acquisition of M:Metrics, comScore is also a leading source of data on mobile usage.

Digger, Inc. Booth 627 www.digger.com

Digger makes your web pages more findable, both to outside search engines and to other pages within your site. Digger’s technology reads the content of a web page and automatically generates semantic tags. These tags go beyond simple keywords to reflect concepts and context. Digger’s keyword generation system then analyzes the content of your page relative to the myriad of pages on the web to recommend valuable, relevant keywords, and phrases that will make a dramatic improvement to search engine ranking. Even pages that have already been manually optimized benefit from the depth of coverage of Digger’s keyword generation solution.

Direct Agents, Inc. Booth 520 www.directagents.com

Direct Agents Interactive Advertising is an award-winning digital marketing agency that specializes in search marketing, media buying, performance marketing, and lead generation. We achieve success for our clients through customized media campaigns that combine dedicated account teams with new media and technology.

eDirectory software powers thousands of online buyer guides, yellow pages, and local search sites in more than 40 countries. Created to allow rapid deployment of highly customized, SEOfriendly directory sites, eDirectory helps customers avoid costly custom development and generate advertising revenue faster than ever before. After setup, the platform is completely automated, allowing advertisers to provision and pay for their listings, stream videos, and display photos, coupons, and ratings. Users can search, bookmark, and share their favorite business listings, classifieds, events, and more. The eDirectory platform comes with full source code, and can be customized and integrated into existing websites.

Engine Ready Booth 521 www.engineready.com

For over 10 years, Engine Ready has helped organizations achieve unparalleled online success by providing conversion-boosting landing page optimization, paid search, SEO, training, and online marketing software. Managing paid search accounts in excess of 17 million keywords, and over $9.1 million in annual media spend, Engine Ready was the first organization to combine the power of website analytics with search marketing. To contact us, e-mail sales@engineready.com, or call (888) 283-0882.

Enquisite Inc. Booth 811 www.enquisite.com

Enquisite, Inc. is a leading provider of search marketing measurement and optimization software and solutions. The Enquisite platform and suite of applications enable interactive agencies and digital marketers to manage, measure, report, audit, and fully monetize their search marketing activities, from PPC to SEO campaigns. The product family includes: Enquisite Campaign, an SEO campaign management and organic monetization solution; Enquisite Optimizer, an award-winning PPC analytics solution; and Enquisite Auditor, an advanced click auditing service. To date, Enquisite has captured over 270 million search referrals and over 2.9 billion page views from over 1,200 unique sites using the platform. Enquisite is privately held and based in San Francisco. SearchEngineStrategies.com § SES

Sponsors & Exhibitors

I’m searching for...

eZanga.com Booth 420 www.ezanga.com

eZanga.com is a search engine that specializes in online advertising and services. eZanga users have quick, convenient, and accurate web search experiences with feature-rich results. Advertiser benefits include personalized account management, expansive tool sets, and advanced fraud prevention. Traffic Advisors, our unique and progressive fraud filtration system, prevents fraudulent clicks in real time to ensure clean and qualified traffic. Our recently launched social network, HopOnThis.com, allows members to stay connected and rewarded with our integrated rewards program. Members qualify to win cash, prizes, and monthly raffles just for staying active on the site. With eZanga.com, you just hop on and go!

Facebook Booth 808

Sponsors & Exhibitors

www.facebook.com

Facebook gives people the power to share and make the world more open and connected. Advertising on Facebook focuses on demand generation by enabling marketers to be part of the ongoing conversation and deliver relevant ad messages based on people’s real interests and connections. Online marketers can reach a desirable, active audience of more than 250 million people on Facebook and precisely target their ads. Because people are on Facebook to discover and share information through the lens of their friends, it is an ideal setting for performance advertisers to generate new demand for their products and services.

FinditQuick.com, Inc. Booth 823 www.finditquick.com

Launched in March 2000 as one of the first pay-per-click search engine platforms, FinditQuick allows advertisers to list their sites, bid on keywords, and receive targeted search traffic from hundreds of high-quality content sites, directories, and search engines. FinditQuick features an industry-leading user interface, cost effective CPCs across all major categories, no minimum monthly spend requirements, and free account management services. Aside from PPC advertising, FinditQuick offers affiliate marketing, e-commerce, website design and hosting, print advertising, and more to assist site owners in developing their web-based companies.

Findology Booth 114

www.findology.com

Findology Interactive Media, Inc. is a leading provider of Internet advertising solutions. Findology’s innovative search technology, personalized customer service, advanced fraud protection, and network of premium publishers (generating billions of monthly impressions) enable its clients to maximize and diversify their online advertising strategies.

Hydra LLC Booth 708

www.hydranetwork.com

The largest 100 percent performance-based online advertising network, Hydra Network helps advertisers achieve mass reach on a cost per action (CPA) basis, with no add-on fees of any kind, via

SES § August 2009 {San Jose}

web banner, e-mail, search, contextual, and other online channels. Hydra also offers affiliates the largest selection of campaigns and exclusives.

iCrossing Booth 614

www.icrossing.com

iCrossing is a global digital marketing company 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 and natural search marketing, web development, social media, research, and analytics — to create integrated digital marketing programs that engage consumers and drive ROI. iCrossing’s client base includes such recognized brands as Epson America, Toyota, Travelocity, and 40 Fortune 500 companies, including The Coca-Cola Company and Office Depot. Headquartered in Scottsdale, Ariz., the company has 580 employees in 12 offices in the U.S. and Europe.

ideaLaunch Booth 414 www.idealaunch.com

Valuable, relevant content is what your company needs to attract and retain customers. ideaLaunch offers a suite of content marketing services that hundreds of clients are using to gain the trust and win the business of online customers. From content creation to content optimization to content testing to content performance to content sponsorship, our resources and services will improve your traffic, conversions, and profits — and keep improving them. Join the new marketing revolutionaries who deploy our content marketing solutions to improve mind share, market share, and profit share.

Idearc Search Marketing Booth 320 www.idearcsearch.com

Idearc Search Marketing offers a full portfolio of professional services using proprietary technology and expertise to design, deploy, and optimize search marketing campaigns. Services include PPC campaign design and management, search engine optimization (SEO) reviews and recommendations, search engine paid inclusion, price comparison, shopping engine feed optimization and management, and full-stream PPC analytics and reporting.

iSpionage.com Booth 820 www.ispionage.com

iSpionage is an on-demand search marketing intelligence tool that gives online advertisers an immediate competitive edge on PPC advertising. iSpionage’s powerful web-based suite covers every aspect of search marketing and helps advertisers to: get the most current data on their competitors’ top keywords and ad copies across all Google, Yahoo, and MSN through either domain or keyword search; generate the most relevant keywords for their niche, sorted by search volume using its proprietary keyword generation tool; and rapidly build and launch of PPC campaigns across all three search engines. What used to be done in days can now be done in minutes. All search marketers will appreciate the single platform to perform competitive intelligence, conduct keyword research, and build PPC campaigns.

Facebook Ads Find your customers before they search August 11 – 12

Expo Hall: Facebook Booth #808

August 11 @ 1:45PM

Search & Community Track:

Sponsors & Exhibitors

Learn more about Facebook Ads at SES San Jose 2009.

Turning the Social Web Into Real ROI. - Moderator: Tim Kendall, Director of Monetization August 12 @ 10:45AM

Sponsored Session: Facebook Ads - Reaching Prospects Earlier In The Decision Cycle. - Speaker: Sarah Smith, Manager – Online Sales Operations

$50 free ad credit Create an ad at www.facebook.com/ads and use promo code YX1K-4364-FPMP-H314 Questions? Contact a representative at advertise@facebook.com

Promotional Terms: The promotional coupon code and the advertising credits of USD $50 are valid only for purchase of advertising through Facebook’s online advertising system. Advertisers will be charged for incremental cost of advertising that exceeds the promotional credit. Advertisers will need to suspend their ads if they do not wish to receive additional charges beyond the free credit amount. Subject to ad approval, valid registration and acceptance of the generally applicable Facebook Advertising. Terms and Conditions: www.facebook.com/ terms_ads.php. Promotional coupon code and advertising credits are non-transferable and may not be sold or bartered. Offer may be revoked at any time for any reason by Facebook. One promotional code per new advertiser. Must be a new advertiser. Expires September 30, 2009. SearchEngineStrategies.com § SES

KeywordMax Booth 527 www.keywordmax.com

KeywordMax offers advertisers, agencies, and local search publishers the most comprehensive tools and services to fit their evolving PPC marketing needs. Our user-friendly interface provides simplified data integration with a flexible API suite and powerful keyword generation functionality. KeywordMax allows clients to manage their PPC keyword initiatives and ROI from all major search engines, while supplying advanced real-time analytics and fraud detection. Our solution offers the ability to manage international accounts in your native language, currency, or time zone. KeywordMax is a private-labeled solution that can be offered directly to your clients and reliably delivers end-to-end PPC campaign management.

LinkWorth Booth 805 www.linkworth.com

Sponsors & Exhibitors

LinkWorth is an online advertising portal providing a unique monetization venue for publishers and innovative marketing products for advertisers. Services include text link advertising, in-content payper-click, hosted content pages, paid blog reviews, SEO consulting services, article submission, directory submission, press releases, and custom content creation.

Localeze Booth 717 www.localeze.com

Localeze lets merchants, marketers, and local directories cash in on the exploding local search market. Our repository brings together 16 million verified, validated business listings from Yellow Pages directories, telco data, authorized brand dealer lists, and websites. Unlike other repositories, our listings provide rich details, much of which comes directly from merchants, including brands carried, services provided, hours of operation, certifications, and more. For more information on Localeze, please contact Brian Wool at (312) 924-3015 or brianwool@amacai.com.

LocalSplash.com Booth 631 www.localsplash.com

Local Splash products provide the best solution for getting local businesses found on the first page of Google, Yahoo, and MSN Bing search results. Local Splash services combine search optimization, sponsored advertisements (Google Adwords), and social networks to highlight business listings online. Whether or not a business has a website, Relevant Ads has a superior solution to help businesses stand out from the crowd and be found online. LocalSplash.com is the primary enterprise-wide brand of Relevant Ads, Inc. Through its wholesale and reseller programs, Relevant Ads partners with sales, online marketing, and data management businesses nationwide. For more information, contact Michael Orefice at (877) 635-6225, ext. 324, or e-mail morefice@localsplash.com.

LookSmart Booth 609

www.looksmart.com

LookSmart LOOK is a premier search advertising network and management solutions company. A trusted provider of quality

SES § August 2009 {San Jose}

search advertising products and services to text advertisers, LookSmart offers targeted pay-per-click search and contextual advertising via its proven search advertising network. For publishers seeking to create their own branded vertical advertising networks, LookSmart also licenses and manages search ad networks using its award-winning AdCenter platform. Dedicated to the quality of text advertising, LookSmart is one of the five founding members of the IAB click measurement panel. For more information, visit www.LookSmart.com or call (415) 348-7500.

Lyris Booth 615 www.lyris.com

Lyris, Inc. is the online marketing expert delivering the right mix of software technology and industry knowledge to help its customers simplify their marketing efforts and optimize campaign ROI. Lyris provides marketers a suite of best-of-breed applications for managing e-mail and mobile marketing campaigns, publishing and managing website content, creating landing pages, optimizing websites, and managing pay-per click-campaigns.

magnify360 Booth 231 www.magnify360.com

magnify360 is bringing the reality of one-to-one personalization to the online user experience. Based in Los Angeles, magnify360 provides a software-as-a-service (Saas) platform that enables websites to adapt in real-time to the behaviors of individual visitors. Marketers in lead generation, e-commerce, and paid search rely on magnify360 to improve visitor engagement and conversion rates and reduce customer acquisition costs. For more information, please visit www.magnify360.com or call (866) 861-8878.

Marchex Booth 621 www.marchex.com

Marchex is a leading local search and advertising company. Marchex’s innovative advertising platform delivers search- and call-based marketing products and services for local and national advertisers. Marchex’s local search network, one of the largest online, helps consumers make better, more informed local decisions through its content-rich websites that reach tens of millions of unique visitors each month.

Marin Software Booth 620 www.marinsoftware.com

Founded in April 2006 by experienced search marketers and software experts, Marin Software provides an end-to-end, enterpriseclass paid search management application for advertisers and agencies. Marin Software’s “no black box” methodology offers serious search marketers unprecedented control and transparency over their SEM programs. Marin Search Marketer addresses the workflow, analysis, and optimization needs of advertisers and agencies, saving time and improving financial performance for large-scale SEM campaigns. Marin offers no-term commitment and no up-front fees and is designed for those who are spending at least $100,000 monthly on paid search. Customers include Razorfish, ZipRealty, and Trouvé Media. Marin is backed by Benchmark Capital and Amicus Capital.

Sponsors & Exhibitors SearchEngineStrategies.com ยง SES

Market Motive Booth 526 www.marketmotive.com

What does it take to be certified in search marketing? Visit Market Motive to find out. See our online video training library and meet our top-rated faculty to 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, e-mail 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.

Moniker Booth 522

Sponsors & Exhibitors

www.moniker.com

Moniker, along with SnapNames.com, is part of Oversee.net’s aftermarket and registrar division, which offers businesses and individual investors an array of services for domain name registration, acquisition, management, appraisal, brokerage, and sales. Moniker, one of the domain name industry’s most respected registrars, introduced the live domain name auction concept and conducts auctions around the world each year. SnapNames operates the largest auction of expired and deleting domain names, and gives its customers exclusive first access to the world’s most valuable names every day.

Network Solutions, LLC Booth 421 www.networksolutions.com

Your search engine-friendly, one-stop, e-commerce solution. More than 5,000 businesses have discovered why Network Solutions is the best way to build, manage, and maintain an online storefront. Since 1998, companies of all sizes — from private stores selling crafts or coffee, to nationally-recognized names like John Deere, Winn-Dixie, and NASA — have chosen Network Solutions to power their e-commerce success. Our intuitive, web-based administration panel gives store owners the power to control every aspect of their online business, including storefront layout and design, inventory management and pricing, discounts and coupons, order processing and shipping, promotions and SEO, customer service and CRM, customer newsletters, customer traffic and behavior analytics, and advanced SSL security. Every Network Solutions storefront comes with award-winning shopping cart software, builtin search engine optimization, premium hosting and e-mail, free website templates and graphics, 24x7 tech support, and automatic inclusion in the shopping directory MonsterMarketplace.

knowledge that can immediately benefit their careers. OMCI’s courses are available to the general public. OMCI is the educational sister entity of the Online Marketing Summit (OMS). Learn more about our certification programs at our website.

OrangeSoda Booth 714 www.orangesoda.com

OrangeSoda is online marketing with a twist! Focusing primarily on the small and medium-sized businesses, we pride ourselves on the customized service every one of our clients receives. We provide them with the most advanced campaign management technology, tracking, reporting, and optimization systems available. After spending more than a decade studying user search behavior, our understanding of how Internet searchers think and act is unparalleled. Let us help you rise to the top with the fizziest SEO, PPC, and online directory listings around.

PeoplePond Booth 322

www.peoplepond.com

PeoplePond provides much more than a professional-looking personal profile page — and more than a single web page that appears when people search for you. Your upgraded profile empowers your best online content to rank higher in the top search engines when your best prospects are searching for what you offer. Reveal your entire online identity and promote the best of it above the rest. PeoplePond also enables widening the reach of your entire online identity with free blog platform plug-ins, modules, and the ADAM API provided with your profile page. PeoplePond makes it easy for everyone to discover your entire online identity.

Performics Booth 809 www.performics.com

At Performics, we create opportunities and drive success for more than 200 of the world’s top brands. Our innovative approach to paid and natural search, user experience, emerging media, and digital strategy fully integrates all aspects of performance marketing program management — from analytics and conversion optimization to tracking, reporting, and technology. Our commitment is to deliver more qualified consumers and a better ROI. Performics works diligently on behalf of our clients to boost the effectiveness of their digital marketing efforts. Headquartered in Chicago with offices around the world, Performics is the performance marketing expert inside Publicis Groupe’s Vivaki Nerve Center.

Pixelsilk

Online Marketing Institute

Booth 106

Booth 827

Pixelsilk is a web-based content management system (CMS) built from the ground up with search engine optimization (SEO) best practices at its core. Viewed and endorsed by some of the best in the SEO industry, Pixelsilk is changing the CMS paradigm. The CMS features include full HTML control, real-time SEO advice while editing, and an open architecture for popular plug-ins. Pixelsilk makes it simple to implement a branded design, e-commerce cart, or search strategy — while still being easy for those editing content. Finally, a CMS has arrived that includes the flexibility SEOs need and the ease of use customers expect.

http://institute.onlinemarketingconnect.com

The Online Marketing Connect Institute (OMCI) is an educationfocused, career development organization offering marketers accreditation in the various fields of online marketing. OMCI’s curriculum of case studies, best practices, peer validation, and trends analysis is delivered to students via workshops, webinars, seminars, and online learning channels. OMCI’s education program has been built in conjunction with leading universities, research firms, and associations to give marketers market-tested practical

SES § August 2009 {San Jose}

www.pixelsilk.com

Say hello to the new network solutions. We’ve reinvented ourselves to better serve the needs of unique small businesses everywhere.

Sponsors & Exhibitors

HELLO!

Stop by SES Booth 421 to get acquainted with the new network solutions®, including our suite of marketing services, nsMarketing™, and discover what we can do for your business.

888.642.0299 networksolutions.com SearchEngineStrategies.com § SES

What are you searching for at SES San Jose?

I’m searching for...

“

my 2009 Google Dance T-shirt.

PRWeb Booth 117 www.prweb.com

PRWeb is recognized as a leading online news and press release distribution service worldwide. Since 1997, PRWeb has been changing the way businesses, marketing departments, and public relations firms think about press releases. PRWeb was the first company to develop a distribution strategy around direct-to-consumer communication and to build and offer a search engine-optimized platform for press release distribution. PRWeb, located in Ferndale, Wash., is a wholly owned subsidiary of Vocus, Inc., a leading provider of on-demand public relations management software.

Reply.com Booth 223

Sponsors & Exhibitors

www.reply.com

Reply.com is the leading online marketing platform for the acquisition of locally-targeted and category-specific consumers on a cost-per-click or cost-per-lead basis. By eliminating the need for complex and expensive online marketing infrastructures and large teams of experts, Reply.com makes Internet marketing available to businesses of all sizes. Reply! provides a highly profitable alternative to online marketing solutions offered by major search engines and ad networks.

Rosetta Booth 815 www.rosetta.com

— Jill Whalen, High Rankings

local and contextual search, and other search-related topics. Each quarterly issue features articles and advice from leading experts in the field, interviews with the who’s who of the industry, reviews of the most popular tools and services, latest news and trends, and much more. Whether you are a professional search marketer constantly on a quest to improve your knowledge and expertise, or a business owner trying to take advantage of the great potential search advertising has to offer, you will find the information you need in our magazine.

SearchIgnite Booth 120 www.searchignite.com

SearchIgnite is a powerful search management and auction-based optimization technology that simplifies large cross-engine search campaigns, providing marketers and advertising agencies with a central platform for managing, optimizing, and tracking complex keyword portfolios in real time. Marketers who use SearchIgnite have full transparency and control over their campaigns with flexible bid management capabilities, including manual bidding, rules-based bidding, and portfolio optimization. Through the use of advanced predictive modeling, SearchIgnite’s Portfolio Optimization Technology (SPOT) is able to continually update and adjust keyword campaigns, minimizing manual work while maximizing a campaign’s ROI. Leading marketers and agencies depend on SearchIgnite to simplify and maximize the performance of their paid search campaigns.

SEMPO

Rosetta is one of the nation’s preeminent online marketers, fusing leading-edge technology with break-through interactive advertising and creative design. Rosetta and its search and media practice were recently ranked by Advertising Age Magazine as the largest privately held interactive agency in the country and top 20 among search engine marketing companies. Rosetta’s search and media team consists of passionate, innovative online marketing professionals offering leading-edge, but proven interactive marketing strategies and services across search engine optimization, paid search management, online media planning, social media, and mobile marketing. Representative clients include OfficeMax, Nationwide, Helzberg Diamonds, Harry & David, Pirelli, BOTOX, Citizens Bank, KraftMaid, Marriott, Hill-Rom, Kleenex, ExactTarget, Tractor Supply Company, Perry Ellis, and Jos. A. Bank.

Booth 123

Search Marketing Standard

SEO, Inc.

Booth 727

Booth 801

www.searchmarketingstandard.com

www.seoinc.com

Search Marketing Standard is the first and only print magazine that search marketers can call their own. The ever-growing demand for search marketing services and information has led to a need for a specialized publication dedicated to making this knowledge easily accessible. Search Marketing Standard covers pay-per-click advertising, search engine optimization, web analytics, click fraud,

SES § August 2009 {San Jose}

www.sempo.org

The Search Engine Marketing Professional Organization (SEMPO) is a nonprofit association with more than 860 members, representing thousands globally. SEMPO works to increase awareness and promote search engine marketing worldwide. Member benefits include research, SEMPO Institute and event discounts, job board, networking opportunities, research, webinars, membership committees, regional groups, and more. The SEMPO Institute is the top resource for the serious marketing professional who wants a higher standard of education. This online training curriculum is extensive and comprehensive, and the lessons and tests are designed to take you from beginner to serious SEM professional. Visit www. sempoinstitute.com or contact institute@sempo.org.

Search Engine Optimization Inc. is a professional search engine optimization firm, specializing in achieving high rankings for their clients on the Internet’s major search engines. For more than a decade, SEO Inc.’s certified search engineers, with a combined expertise of over 40 years, have led the industry in developing highly effective, proprietary optimization and marketing

SLI Systems Booth 221 www.sli-systems.com

SLI Systems provides site search, site navigation, and user-generated SEO services for online retail and content-rich websites. These solutions are built with patented Learning Search technology — an intelligent search system that continually learns from customer behavior to increase sales and conversions. Learning Search is designed to enhance the user experience, while delivering valuable insights on visitor activity, and provides e-commerce sites with advanced merchandising capabilities and intuitive navigation. SLI’s Site Champion service automatically creates optimized pages to increase search engine visibility and site traffic. Customers like FTD, Etronics.com, Tupperware, ULTA, and hundreds more benefit every day from SLI Systems’ search technology.

content writing, optimization, link building, article writing, social media optimization (SMO), and submissions. Our staff members are highly experienced in website development, copywriting, project management, Internet marketing, and search engine placement strategies. To date, Submit Express has provided SEO services to over 5,000 companies and premium search engine submission service to more than 25,000 companies. In addition, our site’s free submission and webmaster tools section is one of the top destinations in the SEO industry, with over 20 million visitors to date. Submit Express was ranked as one of the fastest growing private companies in the U.S. by the Inc. 5,000 for in both 2007 and 2008.

Superpages.com Booth 200 www.superpages.com

Superpages.com is the local search expert, where people go to find anything they need. With pay-for-performance advertising that reaches consumers seeking businesses like yours, it’s one of the most effective ways to advertise on the Internet because 75 percent of consumers who find a business on Superpages.com plan to contact that business. At Superpages.com, we know around here.

SpyFu

The Search Agency

Booth 726

Booth 523

www.spyfu.com

www.thesearchagency.com

SpyFu reveals which keywords your competitors are buying and which ones they optimize their site for. Once you gain access to their best-performing secrets, you decide how big you want your advantage to be. We are obsessed with delivering the most powerful online advertising espionage. Designed to catapult advertisers to the top and to keep them there, the features on SpyFu expose new opportunities and support your next move. Search by domain, and see what keywords draw visitors. Search by keyword, and see costs, number of advertisers, and closely-related terms others bought as well. Or, just delve deeper and capitalize on the information we’ve collected. From top 100 ad buyers to the biggest CPC terms, SpyFu reveals information too powerful to pass up.

Submit Express Booth 514 www.submitexpress.com

Since its inception in 1998, Submit Express has been dedicated to helping businesses achieve higher rankings in the major search engines and directories through consultation, keyword research,

The Search Agency provides an integrated suite of pre-click and post-click online marketing services, including SEO, PPC, display media, and conversion path optimization. The combination of hands-on account management and proprietary technology consistently drives qualified traffic to your site and converts more visitors into leads once they arrive.

TMP Directional Marketing Booth 722 www.tmpdm.com

TMP Directional Marketing (TMPDM) is the largest local search marketing agency, offering online, offline, and mobile advertising solutions to top national brands. Combining more than 40 years of success in Yellow Pages advertising with online search expertise gained as a former unit of Monster Worldwide, TMPDM serves hundreds of national advertising clients, including more than 100 Fortune 500 companies. Headquartered in New York, TMPDM has 600 employees and 15 offices in the U.S. and Canada. For more information, visit tmpdm.com or call (866) 738-4127.

Connecting employers to interactive & search marketing professionals.

SearchEngineWatch.com/jobs Post Your Resume • View Openings • Get Personal Job Alerts • Post an Opening • Manage Your Online Recruiting Efforts

SearchEngineStrategies.com § SES

Sponsors & Exhibitors

methodologies that have placed more than 300 leading corporations in the top rankings of the world’s leading search engines. Search Engine Optimization Inc. is the first and only search engine marketing firm to become a member of the World Wide Web Consortium (W3C).

Tracking.net

WebmasterRadio.FM

Booth 326

Booth 703

www.tracking.net

www.webmasterradio.fm

Tracking.net is a privately-owned web-acceleration company providing state-of-the art solutions for improving page load times, thereby decreasing customer drop-offs and improving customer satisfaction. TRACKcelerator enables sites with multiple tracking tags to run faster, supporting virtually any tracking and advertising tag that you currently use. ADcelerator speeds up advertisement load times by 75 percent. Tracking.net’s unique technology preloads ads on a server and efficiently delivers them to the browser in a single package. TRACKcelerator and ADcelerator include comprehensive tag management tools that simplify the process of adding and maintaining tracking tags for your website or SEM campaigns. Marketing managers and website owners can easily manage analytics and advertising tags without requiring web development resources.

Trellian Booth 814

Sponsors & Exhibitors

www.trellian.com

Trellian, founded in 1997, is a global leader dedicated to delivering innovative Internet solutions and web-based technology services. Trellian provides several solutions, including keyword research and competitive intelligence tools, to Fortune companies, international governments, media agencies, online marketers, webmasters, and millions of SEMs worldwide. Showcased at this event are Trellian’s premier tools, Keyword Discovery and Competitive Intelligence. Keyword Discovery (www.keyworddiscovery.com) is an advanced keyword research and analysis tool, providing the largest and most comprehensive database, with over 37 billion keyword statistics compiled across multiple search engines worldwide. Competitive Intelligence (http://ci.trellian.com/) provides Internet usage statics to identify your competitors’ major traffic sources. It consist of three main tools: link intelligence, search term intelligence, and campaign intelligence. Trellian is a privately held company with offices worldwide.

Tyloon, Inc. Booth 121 www.tyloon.com

Tyloon.com is the first unified international local search engine with “single-pipeline” multilingual support. This means that nationwide businesses of each country within the platform can be searched in multiple languages. Currently 27 million American and Chinese businesses’ contact information can be searched in English, Spanish, Chinese, or mixed keywords of them. While it is expected to become a major multilingual commercial information bridge between the U.S. and China, more countries such as Canada, the United Kingdom, Germany, France, Spain, and Brazil will be added in several months, and the total number of supported search languages will be increased to more than 10. The back office of Tyloon is also a “software as services” platform. Merchants not only get their contact information listed, but also may display their product and service details and publish text contents. These web-based services such as business card management, invoice and billing, live chat and support, and phone number confirmation will be implemented soon.

SES § August 2009 {San Jose}

WebmasterRadio.FM: the destination for education and entertainment. WebmasterRadio.FM is a free, Internet-based radio network focused on the B2B e-commerce marketplace. We offer 100 percent original programming led by industry leaders, including “The Daily SearchCast,” hosted by Danny Sullivan; “The Hook,” hosted by Katie Kempner of Cripin, Porter and Bogusky; “PowerSource,” hosted by Tim Mayer and Jeremy Zawodney of Yahoo Search; “DomainMasters,” hosted by Monte Cahn; and “Wizards of Web,” hosted by Bryan and Jeffrey Eisenberg. Each show we air reaches out to a different part of the marketplace, ensuring there’s a radio show for all potential listeners. All radio shows are broadcast live and then available in archive, mobilcast, and distributed in podcast format through all of the major podcast portals. WebmasterRadio. FM is proud to boast that we are the official radio network for many of the world’s most prestigious conferences. WebmasterRadio.FM is free to the listening audience based solely on advertiser support. If you are interested in learning more about how to reach a very targeted and captive audience through a fully integrated and interactive advertising campaign, please contact Brandy@WebmasterRadio.FM.

Website Magazine Booth 115 www.websitemagazine.com/content/

Website Magazine is a must-read for anyone seeking website success and is the most popular trade magazine in its field. Website Magazine will help website owners develop, design, maintain, and promote their online business. Subscribe today for free at www.websitemagazine.com/subscribe. Advertisers: Download a 2009 media kit at www.websitemagazine.com/advertising/mediakit_2009.pdf. Now reaching more than 135,000 qualified professionals. BPA audited. We are green! Learn more at ReplaceATree. org. iPhone Giveaway at booth!

WebTrends Booth 314 www.webtrends.com

WebTrends provides web analytics and online marketing solutions to optimize marketing campaigns and customer engagement. WebTrends Marketing Lab delivers the industry’s most recognized analytics, SEM, and visitor intelligence solutions to enable companies to understand their customers, drive customer engagement, and enhance marketing and brand awareness. Our SEM offering allows marketers to expand the reach of their paid search campaigns. WebTrends Ad Director offers a smarter solution. The automated service uses self-learning technology to manage, optimize, and profitably expand an organization’s entire paid search advertising portfolio, across all of the major search networks.

Wpromote Inc. Booth 608 www.wpromote.com

Wpromote Inc. prides itself in superior search engine marketing. From two employees in 2001 to over 40, the company has experienced unwavering growth and continuous recognition for its exceptional service to every client. As a two-time Inc. 500 honoree, Google Adwords qualified company, and recipient of countless

other accolades, clients are assured that the best search starts here, at Wpromote. Since its inception, Wpromote has dedicated itself to a single mission statement: Help businesses succeed on the web. With unmatched experience in search marketing and an unrivaled dedication to our clients’ results, Wpromote always stands out above the crowd.

Yahoo! Booth 201 www.yahoo.com

Yahoo! Inc. is a leading global Internet brand and one of the most trafficked Internet destinations worldwide. Yahoo! is focused on powering its communities of users, advertisers, publishers, and developers by creating indispensable experiences built on trust. Yahoo! is headquartered in Sunnyvale, Calif. For more information, visit pressroom.yahoo.com.

Yield Software Booth 709 www.yieldsoftware.com

Yield Software’s web marketing suite is a fully automated, totally integrated search marketing system that optimizes natural (or organic) search, paid search, and landing pages. Our secure, cloudbased application is accessible via any web browser, and it’s a complete, easy, and profitable way for businesses to generate new traffic and improved customer conversion rates at a lower overall cost. We offer a free 30-day trial and up to one year in low promotional pricing, beginning at just $129 per month. For more information, visit www.yieldsoftware.com/ses.

Yieldbuild/HubPages Booth 516 www.yieldbuild.com

YIELDBUILD: Maximize your ad revenue using the premier ad network and ad format optimization service. Works with Google AdSense, ValueClick, Chitika, and other popular text and display networks, and we also give you access to Microsoft’s exclusive pubCenter. Takes the guesswork out of optimization and maximizes your ads’ eCPM. HUBPAGES: The leading online publishing ecosystem is the best repository on the web for high-quality, topical articles. Features an impression-sharing program for online advertising royalties, and a high degree of credibility with Google. Many publishers are earning hundreds to thousands per month, and growing substantial traffic to their sites.

YouTube www.youtube.com

Founded in February 2005, YouTube is the leader in online video, and the premier destination to watch and share original videos worldwide through a web experience. YouTube allows people to easily upload and share video clips on www.youtube.com and across the Internet through websites, mobile devices, blogs, and e-mail. YouTube has more premium partners, more HD content, and a bigger audience than any entertainment site on the web. To learn how to reach the hundreds of millions of people who tune in to their favorite YouTube channels and videos every day for content they can’t find anywhere else, visit www.youtube.com/advertise.

SearchEngineStrategies.com § SES

Association Partners SEMpdx www.sempdx.org

Search Engine Marketing Professionals of Portland (SEMpdx) was created to provide a resource for both local SEM professionals and area businesses. To elevate Portland’s profile on a national scale, as well as improve the quality of work and life for SEM professionals, SEMpdx has developed a vision, mission, and code of ethics.

San Francisco Bay Area Interactive Group www.sfbig.com

San Francisco Bay Area Interactive Group (SFBIG) is a nonprofit professional association dedicated to championing innovation in digital marketing to brand marketers, publishers, and agencies through educational, networking, and association events.

Social Media Club

Sponsors & Exhibitors

www.socialmediaclub.org

Social Media Club hosts conversations that explore key issues facing our society as technologies transform the way we connect, communicate, collaborate, and relate to each other. The club’s primary mission is to promote media literacy, promote standard technologies, encourage ethical behavior, and share best practices. There are more than 150 Social Media Clubs around the world.

a world-class publication that becomes the eyes and ears of the “domainer.” Our magazine focuses on the value of pay-per-click management, SEO, domain legal expertise, domain acquisition and selling, domain monetization, and any other topic on emerging technologies or services that provides value to you, “the domainer.”

eComXpo www.ecomxpo.com

Free. Online. Virtual. www.ecomxpo.com is the leading virtual show for e-commerce and affiliate marketers that addresses the latest trends and issues in affiliate and search marketing for retailers, affiliates, and networks. Benefit from expert insights on latest affiliate marketing tactics shared at eComXpo.

eM+C emarketingandcommerce.com

eM+C is the bimonthly magazine dedicated to the digital revolution. Each information-packed issue provides actionable, strategic information about emerging digital technologies to help marketers reach the right people, market more effectively, and ultimately increase revenue online. eM+C offers extensive coverage of every facet of e-marketing and commerce, including search engine marketing and optimization, affiliate marketing, e-commerce, e-mail marketing, behavioral targeting, mobile marketing, web analytics, video marketing, social media, and viral marketing.

eMarketer www.emarketer.com

Media Partners BtoB Magazine www.btobonline.com

BtoB, the magazine for marketing strategists, is the only publication dedicated to integrated business-to-business marketing, including search engine marketing. Every issue is filled with the game-changing strategies and tactics B2B marketers need to exceed. Each page and pixel is packed with substance — news, reports, technologies, benchmarks, and best practices — served up by the most knowledgeable journalists to ever work this burgeoning beat. That’s why more than 100,000 top B2B marketers turn first to our magazine, website, newsletters, and events.

DIRECT www.directmag.com

DIRECT provides strategic and tactical information for direct marketers that is timely, inspirational, and on the cutting edge of innovation. DIRECT’s print, online, and interactive information products connect today’s marketers to the information, resources, and suppliers they need to reach their business goals. The franchise includes DIRECT magazine; www.directmag.com; DIRECT Newsline, DIRECT Tips, Magilla Marketing, and Searchline e-newsletters; The Buyers’ Guide; webinars; ListFinder; original research, and more.

Domainer’s Magazine www.domainersmagazine.com

Domainer’s Magazine was designed to provide valuable insight and thought leadership into the domaining world. Our goal is to create

SES § August 2009 {San Jose}

eMarketer is “the first place to look” for research and analysis on digital marketing and media. eMarketer aggregates and analyzes information from over 3,000 sources, and brings it together in analyst reports, daily articles, and the most comprehensive database of online marketing statistics in the world. eMarketer provides the information to help marketers understand the growth and impact of the Internet and emerging digital media, and to stay ahead of the curve on new trends such as blogs, social networking, mobile marketing, and many others that are profoundly affecting the business landscape.

Mashable www.mashable.com

With more than 7 million monthly page views, Mashable is the world’s largest blog focused on social networks and web 2.0 news. Mashable’s readers include the most tech-savvy early adopters, venture capitalists, entrepreneurs, influencers, web 2.0 aficionados, and technology journalists.

Revenue Magazine www.revenuetoday.com

Revenue – The Performance Marketing Standard is a magazine dedicated to all aspects of the performance marketing business model and to raising industry standards. Published bi-monthly, it offers unrivaled coverage of affiliate marketing techniques, search technologies, online fraud prevention, and interactive advertising, branding, and marketing. It’s the only hard-copy magazine covering these issues for online marketers, affiliates, merchants, agencies, and networks. Revenue Magazine intends to legitimize the industry, drive out bad operators, and provide a focal point for performance marketers to coalesce around best practices, best tools, and best operators. Comprehensive articles include all relevant points of

Sponsors & Exhibitors SearchEngineStrategies.com ยง SES

view, including those of merchants, website publishers, affiliate networks, industry watchers, and market researchers. Revenue stresses best practices and strong ethical guidelines to help the online marketing community flourish.

Search Marketing Gurus www.searchmarketinggurus.com

Search Marketing Gurus is a search marketing and industry blog that covers the online marketing world. Tips, strategies, news, and great ideas from search engine optimization, affiliate marketing, pay-per-click, social media, and much more are covered by industry experts such as Liana “Li” Evans, Greg Meyers, and Karl Ribas.

SEMJ.org

Sponsors & Exhibitors

www.semj.org

SEMJ.org publishes Search Engine Marketing Journal (print journal), the industry’s first, peer-reviewed, search marketing research journal where contributors can make a difference. The journal features research papers on SEO, search engines, search algorithms, affiliate marketing, global search marketing, new patents, branding, content writing, and more. Similar to research journals in other technical fields, industry professionals can submit relevant papers or apply to become editors. We feature authors and editors, including full biographies. After acceptance, papers will be published in a forthcoming edition of the journal. We think you will find the journal’s in-depth content accurate, stimulating, and useful. Distinguish yourself as an expert by submitting your idea for a paper. Join us, and help to advance the field of search marketing.

SEO Book www.seobook.com

SEO Book is a leading blog that has covered the search engine marketing space since 2003. In 2008, SEO Book expanded beyond the blog and top-selling e-book to offer an online seo training program (www.seobook.com/join/) and a suite of SEO tools (http:// tools.seobook.com/) that are used by over 100,000 webmasters. Aaron Wall edits SEO Book, which also has contributions from Peter Da Vanzo and other well-known names in the SEM space.

Target Marketing www.targetmarketingmag.com

Target Marketing is the direct marketer’s partner, providing strategies and solutions for profitable direct marketing. Target Marketing delivers the answers that help direct marketing professionals market more successfully and profitably. Through case studies, best practices, trend analysis, tips and techniques, and interviews with experts, Target Marketing covers channel/data integration, prospecting, customer retention, operations infrastructure, contact optimization, and more. The Target Marketing Group of products helps direct marketing professionals market more successfully and profitably. Via magazines, e-mail newsletters, websites, webinars,

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SES § August 2009 {San Jose}

virtual trade shows, conferences, books, and more, Target Marketing Group supplies the insight and advice that readers have come to rely on to remain competitive.

TopRank Online Marketing Blog www.toprankmarketing.com

Ranked in the top 1 percent of blogs by Technorati, TopRank Online Marketing Blog is a leading resource for Internet marketing resources, news, interviews, and how-to articles about natural search optimization, paid search marketing, social media, and online public relations. Online Marketing Blog is edited by TopRank CEO, Lee Odden, a 10-year online marketing veteran and frequent speaker at search and PR industry conferences. Odden has been quoted in U.S. News and The Economist and serves on the operating committee for the DMA search engine marketing council.

Visibility Magazine www.visibilitymagazine.com

Visibility, the print magazine, heralds a beginning in the world of Internet marketing. This is the first time an established digital presence, topseos.com, is venturing into the traditional print media domain. With Visibility, the print world is all set to benefit from the success formula of the Internet, and vice versa. The print medium holds great promise for Internet marketing vendors who are constantly looking for more channels to promote their services. Additionally, Visibility will reach to many fringe businesses that may have been contemplating entering or expanding their Internet marketing campaigns. Visibility is published quarterly and covers a wide range of topics including, but not limited to, organic optimization, pay-per-click marketing, website analytics, affiliate marketing, and press release distribution. We are considered a force to reckon with, and a reliable source of information on all aspects of Internet marketing.

WebProNews www.webpronews.com

WebProNews is the number one source for e-business and search news. The WebProNews network is made up of 100 e-business websites, e-mail newsletters and the popular WebProWorld forum. Millions of business professionals read WebProNews and other iEntry business and tech publications to stay in the know. Since 1999, the WebProNews network has emerged as an industry leader in e-mail and network marketing. By maintaining extremely high standards of quality in our publications and sites, the WebProNews network continues to grow an avid readership and user base made up of CXO’s, business owners, entrepreneurs, web developers and IT professionals. This same commitment to quality also powers our primary objective of providing companies with an affordable, flexible and effective means of marketing their products and services to an active, informed audience. For more information, contact Susan Coppersmith at 859-514-2720 or e-mail susanc@ientry.com.

Web Host Industry Review www.thewhir.com

Web Host Industry Review magazine draws on the credibility and authority established serving as the web hosting industry’s publication of record for the last five years. Web Host Industry Review delivers to web hosting providers, resellers, and customers insightful, sophisticated analysis of important industry issues and trends, timely coverage of news, and reviews of essential tools and services.

Rick only cares about whether or not his online ads are leading to more dog grooming appointments.

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His stupid SEM thinks he cares about bounce rates, click throughs, and impressions.

A stupid SEM believes this billboard on Camelback Road in Phoenix is the worldâ&#x20AC;&#x2122;s greatest advertisement.

This architect tried to build the solution before he understood the big picture.

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Imagine knowing more about every online prospect than your competition ever will, including infinite details about what messages, colors, layouts and offers motivate that person to buy the fastest. Now image how a 300% conversion lift would transform your business in just 90 days or less. magnify360’s Predictive DNA™ technology makes these numbers a reality. To learn more about our Rapid Results program, call us now at 866-861-8878.

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SES § August 2009 {San Jose}

Sessions

SearchEngineStrategies.com ยง SES

Day 1: Tuesday, Aug. 11 9-10a

Search & Measurement

Conference Welcome & Opening Keynote Keynote Speaker § Clay Shirky Author, Here Comes Everybody

S exc ee l inte usive r vie w p. 59

10:30-11:30a Search fundamentals

Introduction to Search Engine Marketing This session will provide a clear and concise overview of the key concepts involved in search engine marketing. Who are the major search engines, and how can you best optimize them to gain “natural” or “organic” traffic without cost? Learn how to achieve top ranking or placement by utilizing search engine advertising opportunities. This is a must-attend basic session for anyone new to Search Engine Strategies events. Introduction § Matthew Bailey, SES Advisory Board & President, Site Logic Marketing Solo Presentation § Brad Geddes, Founder, bgTheory.com

Search & Community

How to Optimize for Search & Engage the Community

Sessions

Why do most people start with Google when they search for information, but they look to YouTube when they search for entertainment? Why should search engine marketers, YouTube directors, and entrepreneurs create unique, relevant content that can quickly gain popularity in the Internet community? Greg Jarboe, author of “YouTube and Video Marketing: An Hour A Day,” will tackle these issues. Introduction by § Matt Van Wagner, President, Find Me Faster Solo Presentation § Greg Jarboe, President & Co-Founder, SEO-PR

Always be Testing: Marketing Optimization in Challenging Times As media costs rise and marketing budgets shrink, demand for accountability is increasing. Now more than ever, organizations must optimize their marketing efforts so that every marketing dollar invested yields maximum ROI. Testing seems to be the flavor of the day, and A/B or multivariate testing has become a technical darling. Do you know where to begin? What exactly should you test? How do you get corporate buy-in? How do you go from a culture of having to “always be right” to one of “always be testing?” Learn you what you need to know about customers, testing, and persuasion. Introduction § Pauline Ores, SES Advisory Board & Senior Marketing Manager, Social Media Engagement, IBM Corporation Solo Presentation § Bryan Eisenberg, SES Advisory Board & Co-Founder, Future Now, Inc.

Search & the Future

Search: Where to Next? It’s been said that the best way to predict the future is to invent it. And almost everyone likes to speculate about the future. When it comes to search marketing, none are better at it than our veteran panel of industry insiders. Join us for an illuminating discussion as we peek into the next generation of digital marketing and predict what search might look like during the next five to 10 years. What should be on your search radar for 2010 and beyond? Does the key to the future of search lie in personalization? Do social networks herald the end of search? The future is coming. Are you ready for it? Moderator § Anne Kennedy, SES Advisory Board & Managing Partner & Founder, Beyond Ink Speakers § Stephan Spencer, Founder & President, Netconcepts, LLC § Pavan Lee, Research Manager, Microsoft § Heather Dougherty, Research Director, Hitwise § Chris Boggs, Director, SEO, Rosetta § Eli Goodman, Search Evangelist, comScore, Inc. § Carla Borsoi, VP, Research & Analytics, Ask.com

11:45a-12:45p

Search for the C-Suite

Search fundamentals

The Adaptive CMO: A New Paradigm for Digital Marketing

Successful Site Architecture

This session will set the stage for the C-Suite track. It will provide a strategic view of how marketing is constantly evolving and will define the critical role that search must play. The rules have all changed, and all bets are off. Brian Featherstonhaugh will present a unique viewpoint on how brands are built, why the “four Ps” are no longer valid, how corporate cultures are created, and what happens as the world goes digital. Introduction § Bill Hunt, President, Back Azimuth Consulting Solo Presentation § Brian Fetherstonhaugh, Chairman & CEO, OgilvyOne Worldwide

SES § August 2009 {San Jose}

This session will provide a fresh look at how to successfully architect your site for search engines and how specific page elements and design technologies may impact your ability to gain good organic listings. The speakers will cover topics such as directory and file structure, server-side includes (SSIs), 404 error trapping, JavaScript, robots.txt use, frames, secure area usage, and much more. If time allows, volunteers from the audience will have their sites examined. Moderator § Mark Jackson, SEW Expert & President/CEO, VIZION Interactive Speakers § Shari Thurow, Founder & SEO Director, Omni Marketing Interactive § Johannes Henkel, Search Quality Team, Google § Andy Atkins-Krüger, Managing Director, WebCertain Global Ltd

Social Media & Video Strategies events.ClickZ.com/social-media-video

sponsored session

Are you Leaving Cash on the Table? Measuring the Impact of SEM Across all Your Marketing Channels

Discover how search engines rely on link analysis as an important component for rank web pages. Learn also how to increase traffic to your site by building quality links in an appropriate manner.

The SEM vendor community tends to ignore the simple truth that search engine marketing is influenced by all other forms of media. After years of conferences, panels, case studies, and discussions proving search is influenced by other media, why do so many search marketers and vendors still view SEM in a standalone silo? In this interactive session, Omniture will explore solutions for the wider world of online business optimization, and explain how your SEM campaign should be measured and managed in this broader context. We will demonstrate actionable, hands-on solutions to issues such as measuring ROI of paid search and SEO side-by-side; offline activity, including closed leads, cost of goods sold and in-store sales; keyword attribution; and landing page optimization.

Introduction § Christine Churchill, President, KeyRelevance

Speaker § Chris Palmarozzi, SEM Manager, CreditCards.com

Solo Presentation § Debra Mastaler, President, Alliance-Link

ClickZ/OMS

2:30-3:45p fundamentals

Discover the Power of Linking: Link Building Basics

Sessions

Moderator § Elisabeth Osmeloski, Director of Online Media, Adventures in Search

Social Media: Managing Conversations & Reputations When the User Is In Control sponsored session

Google Analytics & Website Optimizer: Secrets Revealed! Google continues to innovate, bringing more power, flexibility, and accessibility to web analytics and web content testing. Join us for the latest news about Google’s free web analytics and multivariate testing products: Google Analytics and Website Optimizer. Learn straightforward, data-driven techniques to enrich your website and increase your ROI. Come early to grab a seat. This is an event you won’t want to miss!

SES § August 2009 {San Jose}

What your customers say about you online — both on your site and elsewhere — has an impact on your marketing efforts. This panel will examine how businesses must improve internal operations before trying to guide external conversations; provide the nuts and bolts of carrying out a social media strategy; and share first-hand experiences and tips from professionals in the trenches. Moderator § Anna Maria Virzi, Executive Editor, ClickZ Speakers § Dave Evans, VP, Digital Voodoo § Liana Evans, Director of Social Media, Serengeti Communications § Brian Kalma, Head of User Experience & Web Strategy, Zappos § Mike Volpe, VP of Inbound Marketing, HubSpot

§ Ballroom A2 § Ballroom A3 § Room B § Room C § Ballroom A1

4-5:15p fundamentals

The Findability Formula: The Easy, Non-Technical Approach to SEM To succeed in any business, you have to attract the right customers and persuade them to buy. But on the Internet, people only see what the search engines point to, and competition for top spots is fierce. So how do you ensure that your business gets found when prospects are searching for solutions? Your head will be buzzing with new ideas and a greater understanding of how search engines find you, including what tangible steps you can take to direct a successful online marketing campaign. This high-energy and informative presentation is not just for geeks, but designed for everyone on your team responsible for attracting customers and driving sales. Introduction § Rebecca Lieb, VP, U.S. Operations, Econsultancy Solo presentation § Heather Lutze, CEO & Co-founder, Lutze Consulting

Wednesday

Geek Speak

Real-World Multivariate Testing Companies are spending billions every year on search to drive traffic to their sites, yet spend very little to maximize the conversion opportunity with those same customers. In this session ,you will understand how landing page optimization through multivariate testing can quickly affect the success of any online acquisition campaign, and how simple changes to your landing pages can dramatically increase online sales. You’ll also see real-world examples of multivariate implementation and learn how multivariable optimization provides speed and direction to the testing process that is unavailable with traditional A/B testing methodologies. Finally, you’ll learn how easy it is to implement multivariable testing to your site. Moderator § Michael Stebbins, CEO, Founder, Market Motive Speakers § Trevor Claiborne, Product Marketing Manager, Google § Jim McDonald, Senior Manager, Search & CRM, Match.com § Ayat Shukairy, Co-founder, Invesp Consulting § David Sprinkle, Director of Paid Search, Acronym Media

Search for the Small Business

Turning Simple Change Into Big Profit

Moderator § Jennifer Evans Laycock, Director of Marketing, SiteLogic Speakers § Matthew Bailey, SES Advisory Board & President, Site Logic Marketing § Kayden Kelly, CEO, Blast Advanced Media § Lance Loveday, CEO, Closed Loop Marketing

Vertical & B2B

The BuyerSphere Project: Understanding B2B Buyer Patterns

ClickZ/OMS

Social Media: White Hat vs. Black Hat Black-hat techniques have long been criticized in search marketing; “black hat” practices are now cropping up in social media. This panel takes a hard look at the right and wrong ways to go to market with a social media-based marketing component, and how to spot early signs that you may be heading for trouble. Moderator § Dave Evans, VP, Digital Voodoo Speakers § Beth Harte, Principal, Harte Marketing & Communications § Lee Odden, SES Advisory Board & CEO, TopRank Online Marketing § Dave Snyder, Co-Founder, Search & Social § Chris Bennett, President & Founder, 97th Floor

Sessions

If you’re a small business, you are likely leaving business on the table due to easily corrected mistakes in your online marketing plan. Whether it’s making your organic and paid search ads more tempting to searchers, or correcting the simple mistakes that keep visitors from converting once they reach your site, this panel will provide you with a slew of simple changes — and easy campaign testing tips — that can dramatically increase both your traffic and your conversions.

A major B2B research initiative — conducted by Enquiro with input from Google, Business.com, Covario, Marketo and DemandBase — showed that most marketers aren’t effectively leveraging online assets to their best potential. Among the findings? The notion of a strictly followed, traditional buying funnel is simply not accurate in many instances; risk dictates buying behavior; search is incredibly important as an integrator across online and offline channels; and face-to-face persuasion is still necessary in many high-risk, complex purchases. The BuyerSphere project examines how online strategies became artificially separated from traditional best practices, how they can be more effectively integrated, and the role of search.

Speakers § Mark McMaster, Sr. Planner of B2B & Technology Markets, Google § Ben Hanna, VP Marketing, Business.com § Chris Golec, Founder & CEO, Demandbase § Jon Miller, VP Marketing, Marketo § Dr. Matthias Blume, Chief Analytics Officer, Covario

Moderator § Gord Hotchkiss, President & CEO, Enquiro

For the latest information on SES San Jose’s sessions and speakers, visit

SearchEngineStrategies.com

SearchEngineStrategies.com § SES

Day 3: Thursday, Aug. 13 9-10a

OrganizationaL

Electronic Contacts & the Long Arm of the Law

Morning Keynote How to Prepare for the Future of Search

Marketing and selling products and services over the internet requires a website and little else. However, the ease of e-commerce over brick-and-mortar business does not preclude the legal requirements that are unique to Internet businesses situated anywhere in the world. Even offshore online businesses can be held accountable under a variety of U.S. federal and state laws concerning gambling. For example, New York’s “long-arm statute” can be used against an Internet business that may have even very limited contacts in that jurisdiction. Courts interpret communications and transactions to be sufficient using very little cause. This discussion will highlight these and other little-known facts that can entrap an otherwise successful online business.

Keynote Speaker § Charlene Li, Co-Author, Groundswell Founder, Altimeter Group

Moderator § Anne Kennedy, SES Advisory Board & Managing Partner & Founder, Beyond Ink

10:30-11:45a Organic

Speakers § Robert Friedman, Partner, Kelley Drye & Warren § Mark Rosenberg, Of Counsel, Sills Cummis & Gross P.C.

SEO Through Blogs & Feeds Not yet running a blog? Not syndicating your content through web feeds? Then you’re missing out on an important area that can help your overall SEO efforts. Learn more about the unique advantages blogs and feeds offer to search engine optimization.

Geek Speak

Ads in a Quality Score World

Moderator § Joshua Palau, VP, Search, Razorfish

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

Speakers § Amanda Watlington, Owner, Searching for Profit § Dixon Jones, Managing Director, Receptional LTD § Sally Falkow, President , PRESSfeed § Lee Odden, SES Advisory Board & CEO, TopRank Online Marketing § Jim Hedger, Lead Blogger, Webmaster Radio

Moderator § Mike Grehan, SES Advisory Board Co-Chair

Advanced Paid Search Techniques

Speakers § Mary Berk, Senior Product Manager, Microsoft § Tomaso Pozzi, Product Manager, Core Model & Optimization, Yahoo! Search Marketing § Ken Miller, CEO, Anchor Intelligence § Jonathan Alferness, Group Product Manager, Google § Tom Cuthbert, President & Founder, Click Forensics

How can you best tap into long-tail terms? Are there targeting techniques you’re overlooking? This session examines these and other techniques to help you get more out of paid search.

Clinic

Sessions

Advanced PPC

Extreme Makeover: Live Site Clinic

Moderator § Chris Boggs, Director, SEO, Rosetta Speakers § Thomas Bindl, Founder & CEO, Refined Labs GmbH § Bill Lan, VP of Account Development, Efficient Frontier § Andrew Goodman, SES Advisory Board & Principal, Page Zero Media § Sage Lewis, President, SageRock.com § Ari Levenfeld, Manager Client Services, Ask Sponsored Listings

What are you searching for at SES San Jose?

I’m searching for... 50

SES § August 2009 {San Jose}

This interactive session takes volunteers from the audience and examines their websites live to provide general feedback about improving them to gain more traffic from search engines. Moderator § Elisabeth Osmeloski, Director of Online Media, Adventures in Search Speakers § Tiffany Lane, Search Quality Team, Google § Greg Boser, President, WebGuerrilla LLC

“

inspiration to take search marketing to the next level. That, and the mating habits of rodeo clowns.

— Laura Lippay, Yahoo

§ Ballroom A2 § Ballroom A1 § Ballroom A3 § Room B § Room C

12:45-2p Organic

News Search SEO News search engines offer a great way to receive targeted traffic related to breaking topics or to help with a public relations launch. In this session, we look at how to make use of press releases and news content to tap into the power of news search. Moderator § Mark Jackson, SEW Expert & President/CEO, VIZION Interactive

Thursday

Geek Speak

Follow the Carrot: Cool Mobile Apps User migration to a mobile environment is driven not only by information and communications requirements, but also a host of applications that are useful, quirky, or just plain fun. App developers and experts explain how these apps hook users, demonstrate their rapid growth trajectory, and explore what might be in store for the future. Moderator § Michael Boland, Analyst, The Kelsey Group

Speakers § Dana Todd, CMO, Newsforce § Greg Jarboe, President & Co-Founder, SEO-PR § Lisa Buyer, President & CEO, The Buyer Group § David Radicke, Consultant, SEO/SEM, Web Analytics, Radicke eCommerce § Allison Fabella, SEO Manager, The Atlanta Journal-Constitution

Speakers § Cindy Krum, Chief Executive Officer, Rank-Mobile, LLC § Doug Leeds, President, Ask/Dictionary.com § Rachel Pasqua, Director of Mobile Marketing, iCrossing § Min Chan, Director & GM of Mobile Products, AT&T Interactive

Advanced PPC

Clinic

The New Search ROI: Measuring More than Conversion

Extreme Makeover: Live Twitter & Blogging Clinic

Smart search marketers today realize it’s not enough to simply measure conversion to get an accurate picture of the overall ROI of their paid search programs. Internet sales typically account for 5 to 20 percent of a company’s revenue, but influence as much as 40 percent of sales. Paid search conversions are influenced by more than just the last click. This session will focus on best practices and practical techniques that marketers can use to get started with “multi-conversion” measurement. Learn to measure the real effectiveness of every click, to make better, more accurate keyword buying decisions, and more accurately gauge the real ROI of search programs.

This interactive session takes volunteers from the audience and examines their websites live to provide general feedback about improving their usage of Twitter and blogging. Moderator § Rebecca Lieb, VP, U.S. Operations, Econsultancy Speakers § Jennifer Slegg, CEO, JenSense.com § Liana Evans, Director of Social Media, Serengeti Communications

Moderator § Jeff Ferguson, Senior Director, Online Marketing, Local.com

OrganizationaL

Brand, Trademark, & Reputation Management Now that Google has lifted the ban on trademark terms in search ads, should we expect an immediate influx of brand names in Google keyword ads? Should you use a competiSe rela e tor’s trademark in your own search advertising? What ar ti ted c if a competitor has an ad running on your trademarked p. 6 l e 9 brand name? Is it worth engaging professional legal help? What if bloggers are posting negative or false claims? This session will explore of these and other issues. Moderator § Sage Lewis, President, SageRock.com Speakers § Lori Weiman, CEO, The Search Monitor § Brian Kaminski, EVP, Managing Director, iProspect § Simon Heseltine, Senior Marketing Manager, AOL, LLC § Paul Elliott, Partner, Search & Media/Analytics & Optimization, Rosetta § Mark Rosenberg, Of Counsel, Sills Cummis & Gross P.C. § Michael Fertik, CEO, ReputationDefender

2:15-3:30p Organic

Sessions

Speakers § Chris Wine, Director of Product Marketing, Marin Software § Thomas Bindl, Founder & CEO, Refined Labs GmbH § James Colborn, Director, Microsoft Advertising, Microsoft § Aiko Yoshikawa, Sr. Product Manager, Yahoo! Advertising Products § Leigh McMillan, SVP & GM, Marchex Call Analytics

Advanced SEO Roundtable: What is it Really? And Where is it Going? It’s been said that you stand a better chance of getting two SEOs to share a toothbrush than to agree on a common definition. If that’s so, what really qualifies someone as an advanced SEO expert and how should “the next level” of SEO be defined? Don’t miss what is sure to be a spirited debate as we try to separate “the art” from “the science,” and figure out what actually constitutes an advanced SEO. Moderator § Richard Zwicky, Founder & CEO, Enquisite Speakers § Matthew Bailey, SES Advisory Board & President, Site Logic Marketing § Bruce Clay, President, Bruce Clay, Inc. § Mike Grehan, SES Advisory Board Co-Chair § Todd Friesen, VP Search, Position Technologies § Todd Malicoat, Independent Search Engine Marketing Consultant, stuntdubl

SearchEngineStrategies.com § SES

Thursday

§ Ballroom A2 § Ballroom A1 § Ballroom A3 § Room B § Room C

Advanced PPC

Clinic

Advanced Keyword Research

Extreme Makeover: Live Landing Page Clinic

Mark Twain famously said that the difference between the right word and the almost right word is the difference between lightning and a lightning bug. When it comes to effective keyword research, nothing could be more true. Carefully tailored keyword research not only helps determine the success or failure of your entire search marketing campaign, but it can also provide a way of better understanding your visitors and their intentions. Join us for an in-depth discussion as we move beyond the basic keyword research tools to zero in on advanced tips and techniques for taking your SEO or PPC campaign to the next stage.

This interactive session takes volunteers from the audience and examines their websites live to provide general feedback about improving their landing pages.

Moderator § Anne Kennedy, SES Advisory Board & Managing Partner & Founder, Beyond Ink Speakers § Brad Geddes, Founder, bgTheory.com § Christine Churchill, President, KeyRelevance § Andy Atkins-Krüger, Managing Director, WebCertain Global Ltd § George Popstefanov, Account Leader, Range Online Media § Corey Perlman, President, eBoot Camp, Inc.

OrganizationaL

Independent SEM/SEOs: Issues & Answers While building their businesses, many SEMs and SEOs fly by the seat of their pants. Many small to medium-sized independent SEO and SEM agencies may not be able to get the errors and omissions insurance offered to larger agencies. Is your business protected against significant Google overspends? How has the current economic climate affected smaller agencies? What about competitive positioning — how can you enhance your company’s value in 2009?

Sessions

Moderator § David Hoffman, Founder, Search Smart Marketing Speakers § Kathleen Fealy, President, KF Multimedia & Web, Inc. § Frank Watson, CEO, Kangamurra Media § Heather Rogers-Symon, Asst. Director BizDev, HUB Int’l, Northeast § Yuval Marcus, Partner, Leason Ellis LLP § Paul Forster, CEO, Indeed

Geek Speak

Images & Search Engines: Getting the Full Picture It’s been said that a picture can be worth a thousand clicks. If your website has a lot of product images or contains many images as part of the design, you can’t afford to miss this session. Join us as we explore enhanced image search along with image links, geo-tags, accessibility issues, alt attributes, surrounding text, filtering concerns, file sizes, image-specific search engines and a host of other important considerations for capturing targeted traffic. Moderator § Brian Ussery, Director of SEO, Search Discovery Speakers § R.J. Pittman, Director of Product Management, Google § Liana Evans, Director of Social Media, Serengeti Communications § Eric Enge, President, Stone Temple Consulting § Todd Schwartz, Group Product Manager, Bing, Microsoft Corporation § Kaushal Kurapati, Director of Product Management, Yahoo! Search

SES § August 2009 {San Jose}

Moderator § Heather Lutze, CEO & Co-founder, Lutze Consulting Speakers § Tim Ash, President, SiteTuners § Jonathan Mendez, Founder & CEO, RAMP Digital

3:45-5p Organic

Storyteller Marketing: The Art of Storyteller Matches Up With the Business of Marketing One communication method that beats all others when it comes to delivering a memorable, motivating, and meaningful message: telling a story. This session will show you how the framework of storytelling can be used to deliver real advertising results by generating content that communicates. You’ll learn the five basic story types, how to analyze the stories around your brand, and how to create a solid strategy for generating, changing, or renewing great brand stories. Great search strategies are built around great content; this session will give you the economic and social tools you need to create that framework. Moderator § Stewart Quealy, SES Advisory Board Co-Chair & VP, Content Development, Incisive Media Speakers § Sally Falkow, President , PRESSfeed § Gary Stein, Director of Strategy, Ammo Marketing § Brian Lewis, VP, Engine Ready

Advanced PPC

Brainstorming the Paid Search Super Tool The competition is fierce in paid search. From small in-house accounts to ones with millions of keywords, it’s the new advances in SEM technology that might just make the difference Se between success and failure. Are there tools you could re e cov l a t e d be using right now to help double your conversions, er s p. 6 to r y lower your costs, or save your team hours of time every 0 week? At this panel, top paid search tool vendors will showcase their latest features in bid management, campaign workflow efficiencies, and reveal what the future holds for the industry. Additionally, the audience will be asked to brainstorm what the “paid search super tool” should include and create a wish list recommendation to tool providers. Moderator § Joshua Dreller, Director of Media Technology & Analytics, Fuor Digital Speakers § Larry Kim, VP of Products, WordStream, Inc. § Eduardo Llach, CMO & Co-founder, SearchRev § Bill Mungovan, Senior Director of SearchCenter, Omniture § Wister Walcott, Co-founder & VP of Products, Marin Software

§ Ballroom A2 § Ballroom A1 § Ballroom A3 § Room B § Room C

Thursday

OrganizationaL

In-House SEO: Structuring the Organization for Success Managing SEO in-house at mid- to large-sized organizations can pose many challenges. In this session you’ll learn how to manage a successful in-house SEO program that runs smoothly. There are many groups involved in SEO besides the subject matter experts, and if you’re responsible for SEO, you need to learn and implement these tactics that will increase productivity and reduce frustration. Now you can build a well-integrated search marketing program that thrives on support from all levels of the company. Moderator § Chris Boggs, Director, SEO, Rosetta Speakers § Melanie Mitchell, SVP, Search Strategy, Digitas § Jessica Bowman, SEO Strategist & In-House Expert, SEMinhouse.com § Laura Lippay, Director of Technical Marketing, Yahoo!

Thursday, Aug. 13 • San Jose Marriott Keynote: Google 9-10a

TV has aspired to the same kinds of targeting that online advertising offers for years, but now it’s finally becoming a reality. Google’s Steve Stukenborg will talk about “addressable TV” and the growing connections between online and offline advertising. Introduction Steve Espinosa, eLocal Listing Speaker Steve Stukenborg, Google TV Product Manager

Local Search Ranking Factors 10:30-11:05a

Want to know how to get better position in local search results and what factors are being considered by the Google algorithm? Local is different than regular SEO. This session will cover the factors and criteria you need to know in order to get your clients ranked. Moderator Greg Sterling Speakers Steve Espinosa, eLocal Listing; David Mihm, DavidMihm.com

What Kind of Online Products do SMBs need? 11:05-11:45a

Search Becomes the Display OS Search advertising, the one-time bastard stepchild of Internet marketing — that only five years ago barely existed — is now poised to double the spend of display advertising in 2009 (eMarketer). With the continued decline in display performance, some people believe the only thing that will save display advertising is making it more like search. This session explores these leading-edge ideas and technologies, and provides some early case studies for the effectiveness of making search the operating system for display. We will provide examples, the amazing results achieved, and ads that are not only search applications themselves but that can be purchased and targeted based on the keyword. Moderator § Mike Grehan, SES Advisory Board Co-Chair Speakers § Jonathan Mendez, Founder & CEO, RAMP Digital § Jamie Stone, VP, Advertising Solutions, Resolution Media § Rajas Moonka, Group Business Product Manager, Google Inc. § Scott Rafer, CEO, Lookery § Josh Jacobs, VP & GM, Advertising Technology, Yahoo! Inc.

Clinic

Extreme Makeover Live! Why Am I Not Making Enough Sales? Are you one of those companies that gets plenty of visitors but only about 2 percent of those that visit convert into a sale or a lead? This interactive session takes volunteers from the audience and examines their websites live to show you why you aren’t making enough sales. Do you know the main issues holding your website from converting visitors? Our panel of experts will make sure you walk away from this session with a great deal more insight about the factors that cause your website to act like a leaky bucket and what to do about them. Moderator § Amanda Watlington, Owner, Searching for Profit Speakers § Brendan Regan, Persuasion Analyst, FutureNow, Inc. § Darrell Benatar, Co-Founder, UserTesting.com § Daron Babin, Co-Founder, Webmaster Radio

There are literally dozens of companies selling search marketing to small businesses (SMBs). But most SMBs are unsophisticated about online marketing and there’s a high degree of advertiser churn. What do SMBs really want and need from online marketing, and how is the product mix changing with the rise of online reviews and social media? This session will take a look at what products really deliver value and how to acquire – and retain – SMB advertisers. Moderator Greg Sterling Speakers Todd Johnson, VP of Sales, eLocal Listing; Ben Saren, CEO, Citysquares

Q&A: Google Maps, Yahoo! Local, & Bing 12:45-1:30p

Have a question for the top two local sites on the web? Yahoo, Google, and Bing sit down with us for a one-on-one discussion to go over all your local questions. Moderator Jason Calacanis Speakers Atif Rafiq, head of Yahoo Local; Jennifer Chin, Google; Kevin Hagwell, Senior Product Manager, Microsoft

Using Facebook & Twitter to Drive Local Leads 1:30-2:10p

Social media represents a growing part of the online user experience and an important potential driver of leads to local businesses. How are companies taking advantage of social media as stand-alone channels or in conjunction with other media? Moderator Steve Espinosa, eLocal Listing Speakers Sarah Smith, Facebook; Aaron Irizarry, ThisIsAaronsLife.com; Will Scott, Search Influence, CEO

LBS & Mobile: What to Realistically Expect 2:15-2:50p

It has been “the year of mobile” for almost a decade. But the iPhone, Android and other smartphones are making that promise real and pointing toward a future where handheld devices are at least as important as the PC. LBS is a central part of mobile, but is it the “killer app?” This session provides insight into the range of things that marketers should be thinking about. Moderator Greg Sterling Speakers Mike Boland, Local Search Analyst, The Kelsey Group; Ed O’Keefe, VP of Product, Marchex

Sessions

Geek Speak

Up Close & Personal with Yelp! 2:50-3:30p

Jason Calacanis sits down with the CEO of Yelp! as we take a look inside at the success of Yelp! and the huge fan base it brings with it. Moderator Jason Calacanis Speaker Jeremy Stoppleman, CEO, Yelp

Local Search: Where Are We Today? 3:45-5p

Local search has continued to grow in popularity and importance for consumers and become an important battleground for search engines and directories. But from an ad revenues standpoint, local search is still misunderstood by many and arguably still falls short of its potential. The leading practitioners and observers in the space offer a realistic assessment of where the market is and where it might be in three to five years. This session will also feature lots of audience interaction and Q&A. Moderator Steve Espinosa, eLocal Listing Speakers Kevin Hagwell, Senior Product Manager, Bing; Sarah Smith, Facebook; Jennifer Chin, Google; Atif Rafiq, Yahoo; Andrew Shotland, Local SEO Guide

www.localsearchsummit.com SearchEngineStrategies.com § SES

Search Training Workshops: Friday, Aug. 14 SES presents search engine marketing (SEM/SEO) training. These intensive workshops will provide you Both Monday’s and Friday’s with the tools and hands-on exposure you need to become — and remain — a top performer in your field. training workshops will take place This in-depth training in a small class setting means that your instructor is readily accessible for informal in the San Jose Marriott. one-on-one or small group discussions. Not only will you walk away with the knowledge and skills you need to be a successful search engine marketer, you will also jumpstart your career and learn how to improve your business results. No matter where you are in the SEO/SEM process — and whether you’re a consultant, site designer, website owner, or in-house marketing professional — you cannot afford to miss this opportunity to learn firsthand the latest developments in search engine marketing. Training can be taken in addition to the SES San Jose conference or independently, as workshops take place on the Monday prior and Friday following the event. For more information, visit SearchEngineStrategies.com/sanjose/training.php

San Jose Marriott Ballroom 1 & 2

San Jose Marriott Willow

7:30-8a 8a-12p

Continental Breakfast Search Engine Optimization (SEO) Workshop

Real Big Ideas for Real Small Businesses

12-1p 1-5p

Managing Complex Search Programs

Getting Fluent in Search Marketing: A Fast-Track for Senior Managers

Search Engine Optimization (SEO) Workshop A search-engine friendly website is a user-friendly, search-friendly, and persuasive site that converts visitors into buyers. For a site to be searchengine friendly, it must meet the terms and conditions set by the search engines (Google, Yahoo, MSN Search, Ask, etc.) Additionally, the site must satisfy the needs of site visitors. Ultimately, the site must be profitable for the website owner. Can a single site satisfy all of these groups? Who Should Attend? Anyone who promotes websites. Web marketers should understand all parts of a search marketing campaign: optimization, shopping search, paid inclusion, and pay-per-click solutions.

Sessions

Shari Thurow is the founder and SEO director at Omni Marketing Interactive, a full-service SEO, web design, and website usability firm. She has designed and promoted websites since 1995; clients have included Yahoo, Microsoft, America Online, ABC News, HSBC, Expedia, and WebMD.

WILLOW (8a-12p)

Real Big Ideas for Real Small Businesses As the economy continues to falter, consumers and businesses are tightening their belts. That means less money being spent by consumers and less money available to marketers to reach them. For small businesses on tight budgets, the inability to advertise can be the kiss of death. But for small businesses with a bit of creativity and an understanding of online marketing, the Internet can be a lucrative launch point. Who Should Attend? Small business owners and the marketers who work with them. This workshop will provide an overview of the many online marketing channels you can use at little to no cost to your small business. If you’re looking to gain a better understanding of how search engine marketing, blog marketing, and social media can help you reach new customers, learn more about the customers you have, and make dramatic improvements to your business, this workshop is for you.

YouTube & Video Marketing Workshop

Lunch Break

Ballroom 1&2 (8a-12p)

Instructor

San Jose Marriott Ballroom 5 & 6

SES § August 2009 {San Jose}

Mobile Marketing 101

Instructor Jennifer Evans Laycock is the director of social media at SiteLogic. She crafts creative online marketing and communication plans based on observation of online consumer behavior and an extensive knowledge of social media communities. In addition to her position at SiteLogic, Laycock has also spent five years as editor-in-chief of Search Engine Guide, a popular industry site focused on educating companies about the various aspects of online marketing. She is a highly requested speaker and trainer and is also the author of two books, including the Small Business Guide to Search Engine Marketing.

Ballroom 5&6 (8a-12p)

YouTube & Video Marketing Workshop More than 145 million Americans watched more than 13 billion videos in February 2009. This means more than 75 percent of the total U.S. Internet audience watched an average of 90 videos per viewer during the month. The duration of the average online video was 3.5 minutes, so the average online video viewer watched more than five hours of video. To put this into perspective, that’s more Americans than watched the Super Bowl for a longer amount of time than the pre-game, first half, halftime and second half put together. With online video reaching the mainstream, marketers are scrambling to understand how to seize this new opportunity. Who Should Attend? Internet marketers, search engine marketers, business marketers, sports marketers, event marketers, product marketers, corporate marketers, and entrepreneurial small business owners. The workshop is also for YouTubers who already shoot their own videos and post content online, including the comedians, directors, gurus, musicians, partners, politicians and YouTubers who have created two to three million channels on YouTube. Instructor Greg Jarboe is the president and co-founder of SEO-PR, a search engine optimization firm, public relations agency, and video production company. Greg is a frequent speaker at Search Engine Strategies and is the news search, blog search, and PR correspondent at SearchEngine Watch.com. He’s regarded as a pioneer and leading authority on online publicity. He is writing a book, YouTube and Video Marketing: An Hour A Day, which will be published in August by Wiley.

Additional Training Workshops: Monday, Aug. 10 increase engagement, and boost conversion rates. Instructor: Jennifer Veesenmeyer, Stratigent, LLC Search Engine Optimization Training (8:30a-5:30p) Focusing on white-hat, search engine-compliant SEO methods, the course covers techniques allowing you to change your sites while staying away from the techniques that will get you in trouble. Others that have completed the extended course have raved about it; this training will be no exception. Instructor: Bruce Clay, President, Bruce Clay, Inc. A

Web Analytics for Site Optimization (8:30a-5:30p) How do you make your website better? If this is your challenge, then this is the workshop you’ve been waiting for. We’ll give you the tricks, tools and techniques needed to improve site navigation, A

SEO & Direct Marketing Tactics for e-commerce Websites (9a-12p) In the world of ecommerce, merchants must have an acute awareness of SEO to compete. However, principles of direct marketing must also be applied to increase sales rates, impression, and visibility of your website. Instructor: Matt Bailey, SiteLogic A

Integrating Search with Best Practices in Social Media, E-mail, etc. (9a-12p) Here’s your chance to brush up on the fundamentals of your online marketing strategy, so you can integrate search marketing with the best practices of social media, e-mail, website usability and analytics, and learn how each aspect can help the others. A Search and Social Media Tactics and Case Studies (1-4:30p) Firm up your strategic goals for SES by hearing experts’ stories and leading brand case studies on how to pull all your online efforts together to execute at the highest level. Instructor: Aaron Kahlow, Chairman & Founder, Online Marketing Summit A

Social Media Marketing & SEO: Working Together for Dramatic Results (1-4p) This intensive workshop will help companies better understand the social web and how a combination of social media and SEO can increase awareness, better connect with customers, and grow sales. We’ll explore strategy development and more. Instructor: Lee Odden, CEO, TopRank Online Marketing A

These training workshops are produced in partnership with SES. To register, or for more information, visit www.SearchEngineStrategies.com/sanjose

Managing Complex Search Programs Big sites — especially those of multi-brand and multi-national companies — face complex challenges when it comes to search marketing. Whether you operate a small site and want to learn how the big boys do it, or you’re tasked with managing a complex site, this workshop will give you the tools, ideas, and motivation to begin deploying a world-class search program in your organization. Search is often considered an isolated tactic, so we’ll explore how large companies are integrating search into the marketing mix to complement overall performance. We’ll also review best practices in identifying gaps in your program as well as how to integrate paid and organic search. Who Should Attend? Companies who want to understand how large sites tackle search marketing; anyone tasked with managing a large-scale or global SEO program; and anyone currently managing a search program with minimal resources. Instructor Bill is considered a top thought leader on global search engine marketing and social media. He is an internationally-recognized search marketing expert who has spoken at conferences in over 30 countries. Bill was previously CEO of two of the largest global search marketing firms, Global Strategies and Outrider — both of which were acquired by WPP. As CEO, Bill grew both companies, oversaw global expansion, and provided strategic search marketing services for Fortune 100 companies such as Adobe, Cisco, IBM, Intel, Nestle, P&G, and Zurich Financial.

Who Should Attend? Entrepreneurs, C-suite executives, and senior managers who must manage the strategic direction and allocation of resources for marketing in online and offline channels, and want to rapidly develop an in-depth understanding of the fast-changing search channel. Whether you’re new to search or a seasoned veteran, this workshop will help take you to a new level of understanding. Instructor Amanda Watlington is owner of Searching for Profit, a search marketing consultancy focusing on the interaction of the consumer with businesses, using search engines, RSS, blogs, podcasting, and other new media to deliver messages. An industry thought leader and an internationally-recognized speaker, Amanda has led sessions on search marketing, web strategy, and social media at Search Engine Strategies, Webmaster World, ad:Tech, and DMA. She blogs on “Blogs and Feeds” and on SearchEngineWatch.com.

Ballroom 5&6 (1-5p)

Mobile Marketing 101 In this training session, attendees will learn basic mobile marketing strategies that are attracting mobile traffic today. The session will focus on mobile SEO, but will also touch on driving traffic and conversions with mobile applications, text messaging, and mobile e-mail. You’ll learn what you need to know to develop, launch, and track a mobile marketing strategy. Students are welcome to bring their laptops to this session; wireless access will be provided.

Getting Fluent in Search Marketing: A Fast-Track for Senior Managers

Who Should Attend? This program is intended for mobile and traditional SEO/SEM consultants, site designers, developers, in-house search engine marketing specialists, agency representatives, and Internet consulting professionals who want to make the most of the opportunity search engines offer.

With search marketing gobbling almost half of all online marketing dollars, it’s imperative for all entrepreneurs and C-Suite management to be fluent in search. This fast-paced training session is designed to give the senior manager a jumpstart on the critical issues related to managing this key marketing function. It will rip through the alphabet soup of search — the PPC, SEO, SEM, and CMS acronyms — and delve into why you must align search to meet strategic marketing goals, budget for this key marketing effort, find the KPIs that fit your organization, and break down the barriers to success. The workshop will provide a framework for those who must manage search marketing at the senior level.

Instructor Cindy Krum is passionate about bringing creative online marketing solutions to Rank-Mobile clients, working with them to develop high-level mobile and international marketing strategies. Cindy speaks at national and international trade events about mobile web marketing, social network marketing, and international SEO. She served as the co-chair of the SEMPO emerging technologies mobile web task force and is an active member of the search community.

WILLOW (1-5p)

SearchEngineStrategies.com § SES

Sessions

Ballroom 1&2 (1-5p)

SES ยง August 2009 {San Jose}

SearchEngineStrategies.com ยง SES

SES ยง August 2009 {San Jose}

FOCUS: evolving media §

interview: Clay Shirky Author, Here Comes Everybody By Stewart Quealy Stewart Quealy: In Here Comes Everybody, you say that communication tools don’t get socially interesting until they get technologically boring. How does that insight apply to social media utilities like Facebook and Twitter? Clay Shirky: The last 12 months have seen a shift in both Facebook and Twitter in just this direction. For Facebook, the shift happened when the “over 35” group became the fastest-growing age group; once the basic value of the service became clear, people stopped regarding it as a kid’s toy, and starting thinking of it as part of their daily lives. With Twitter, it was a bit more explosive, as events in Moldova, Guatemala, and Iran saw protesters adopting it as a way of coordinating their actions, because they’d learned to take its basic functions for granted. SQ: I’ve heard you complain about the trauma of trying to unlearn a childhood spent watching Gilligan’s Island. Can you expand on that regret, along with your notion of a “cognitive surplus” that we all developed during the age of TV? CS: The idea of a cognitive surplus is pretty simple: We all have an enormous amount of free time every week — free time which previous generations fought long and hard to win for us in the battle over the shape of working life. Yet, in the second half of the 20th century, the principal use of that free time became watching television, which is now an unpaid half-time job for everyone over 30 or so. One big change in the current era is the rise of large collaborative projects — things like Wikipedia or alternate reality games, where free time becomes something spent in a more engaging way because it’s spent in group activity. Cognitive surplus is simply a label for being able to think of the free time of the connected world in aggregate, as a surplus that can be used in the pursuit of these social projects. SQ: What do you mean when you say that media is actually a triathlon — it’s three different events? CS: The media landscape many of us grew up in was given over to almost pure consumption, but it turns out that people also like to produce, and we like to share. Many of the

surprises in the current media landscape, from mailing lists to BitTorrent, come about because tools that help us with producing or sharing are adopted with rabid enthusiasm — a result that still seems to surprise traditional media outlets, even though these effects have been constant for nearly 20 years now. SQ: You seem to reference the open source movement frequently in your book. Why does open source reduce the cost of failure but not the likelihood of failure? CS: The effect of failure is likelihood times cost, but most organizations spend a disproportionate amount of time trying to reduce the likelihood of failure. Open source methods involve lots and lots of public explorations of various options, because its practitioners recognize that working digitally can lower the cost of failure, allowing them to be more experimental because the risks are lower. SQ: It’s been said that a wealth of information creates a poverty of attention. In this age of information overload, is civilization really revving itself into a pathologically short attention span like Stewart Brand contends? CS: Yes, but that always happens. People had the same complaint about printed books versus hand-copied ones, then about the spread of newspapers, then the telegraph, then paperback books, and so on. Every new abundance breaks the old filters, and since people seem almost categorically unable to view their own circumstances as accidental, we get ourselves in a lather about “the end of civilization” and so on. Then someone invents new forms of filtering, and we forget that the information overload problem seemed like a dire threat. Right now, we’re in the interregnum where the old forms of filtering are truly broken, but our tools for restoring some sense of order — and shielding ourselves from too much chaos — aren’t yet in place. Anyone who has a real, working tool for helping people sort the good from the mediocre in this landscape has a better than even shot at building a successful company, since the need for that kind of filtering is so great. SQ: Regarding the controversy surrounding the recent Iranian presidential election, you said that this is the first revolution that has been catapulted onto a global stage and transformed by social media. Were you surprised when photos from Iranian citizen journalists

Want to learn more? Clay will be giving the 9 a.m. keynote on Day 1 of SES San Jose (Tuesday, Aug. 11). For more information, visit

SearchEngineStrategies.com/sanjose made the front page of The New York Times through the photo community Demotix? CS: I wasn’t surprised, no. In fact, photos have long been crowdsourced — the best and earliest documentation of the 7/7 London transport bombings were from mobile phones. I think the real surprise of the Iranian revolution was the fact that people outside Iran weren’t just watching but helping, by forwarding messages and setting up ways to route around Iranian censorship. It was the fact not just of global observation, but global participation, that I found so striking. SQ: The mass amateurization of publishing and a switch from “Why publish this?” to “Why not?” is a paradigm shift that traditional media has trouble accepting. Do you feel that the death of the The New York Times is just around the corner, as Michael Hirschorn infamously argued in The Atlantic? CS: No — the Times is too essential to do anything as dramatic as die. I do think, however, that its position in the media landscape is eroding, because its influence on setting a public agenda is increasingly a result of the public itself helping set that agenda. § Clay Shirky is a writer, educator, and consultant on the social and economic effects of Internet technologies. He is an adjunct professor at New York University in the graduate interactive telecommunications program. An acknowledged expert on collaboration tools, social networks, peer-to-peer sharing, and open source development, Clay has spoken and written extensively on the Internet since 1996. In his new book, Here Comes Everybody, he explores how organizations and industries are being upended by open networks, collaboration, and user appropriation of content production and dissemination. @cshirky Stewart Quealy is VP of content development for Search Engine Strategies. He’s been part of the SES content team since 2001 and plays a key role in programming Incisive Media’s interactive marketing events. Previously, he was part of the Jupitermedia team that launched emerging technology events such as Grid Computing Planet and ClickZ Online Video Advertising.

SearchEngineStrategies.com § SES

By Ron Belanger & Bill Mungovan

SES § August 2009 {San Jose}

earch marketing has been one of the few advertising channels that has weathered the recession with flying colors. The accountability of search marketing, especially with retail and transaction driven businesses, makes the return of the expenditure easily justified. But what do your actions really tell your CEO about business performance? Sure, you have a report that says your expenditure of $10,000 drove 200 conversions, and it’s great to point to top-line revenue growth. However, what that report doesn’t indicate is how many dollars and cents your efforts have driven to the bottom line of the company’s P&L statement. Today’s cutting-edge search marketers are doing just that. We talk endlessly in this industry about conversions being the holy grail of our efforts. Conversion rates, and increasing them, will be the topic of many discussions here in San Jose this week. And this is certainly a good place to hone our efforts.

COVER STORY / FOCUS: the bottom line §

But with today’s ever-discriminating leveraged, along with the enhanced intelliCEO, we need to do better. We can’t just gence brought to the sale through the acquiindicate that we drove 200 sales, because sition parameters. those might not be the types of sales we’re after. Not all conversions are worth the same Reporting to your business: Some conversions will cost Getting systems connected is important, you money, while others will generate rich but perhaps even more important is extractreturns. ing actionable insights from the connection. Only by tying the online search activity Today’s profit optimizers want to know and resulting conversion to our CRM and which conversions are high value and which sales databases can we truly establish a story are low value, so that they may quickly make around how profitable our search activities crucial decisions. Yes, it’s an extra data set really are. to examine — and we all know how much For example, it may turn out that certain data there already is to analyze. This is why keywords are efficient at driving conver- the reports need to be simple, updated in real sions, but upon further analysis, we find that time, and most importantly, actionable. those conversions are of relatively low value due to high return rates, credit card failures, Optimization Tactics small order size, or low margin products Now that you have your systems talking being purchased repeatedly. It could also turn and you’re getting good reports, what do out to be the exact opposite scenario, where you do next? From the there may be a busireports, you should be Not all conversions are ness case to justify a able to do some basic higher CPA for certain created equal. segmentation work types of conversions. around stratifying Marrying search your conversions into “high value,” “averdata with sales and CRM platforms is not a age,” and “low value.” futuristic dream; it’s a reality today for many Much like in traditional search marketcompanies, agencies, and search marketing, you’ll want to identify outliers, trends, ers. Here, we’ll lay out a basic framework and commonalities amongst the groups. For to follow. example, are certain keyword categories

Technology

The first step in planning to roll out a profit optimization strategy is knowing what will be required from a technology perspective. Obviously, you’ll need to establish a way of feeding your traditional order fulfillment systems some parameters around which keyword drove the sale, which engine it came from, and how much you paid to acquire that customer. Some rudimentary ways of doing this are with custom tags, unique phone numbers, and dynamically-generated landing pages. While these types of efforts don’t scale particularly well, it can get you started. In these types of scenarios, you are flagging each sale with some of the rudimentary search data that will be required for your analysis. For example, order 112 came from Yahoo for the keyword “flat screen tv.” A better way of solving this need is through an automatic data sync, done with APIs. This allows for richer data to be collected and analyzed in real-time. Some of the more common platforms employing this kind of solution include SAP, Oracle, and Salesforce.com. This allows for the full power of the technology platform to be

generally driving more profitable sales? Is there a way to expand keyword sets, and reallocate budget in an attempt to capture more of the high value sales? Most of us deal with an annual budget allotment, and we’ll want to make best use of that budget as the business year progresses. You will also want to modify your bid rules to capture more of the high value traffic. Many bid management platforms allow for complex if/then bid rules, which allow the marketer to incrementally — and cautiously — get more aggressive with bidding, providing certain performance criteria are met (order size, product SKUs). This allows for true scale, and puts the power of bid management into your profit maximization practice. Concurrently, you won’t be risking your daily budget with unproven tactics or black-box optimization systems — particularly if those black-box systems are running on incomplete, on-site-only data. We are constantly amazed at how smart and aggressive our customers are in the search marketing space. One of our clients, Vintage Tub and Bath, utilized profit optimization strategies to get much smarter about their search efforts. Essentially they tied their search marketing efforts to their phone

Want to learn more? Bill will be speaking at Thursday’s 3:45 p.m. session, “Brainstorming the Paid Search Super Tool.” For more information, visit

SearchEngineStrategies.com/sanjose center, where most of the sales occurred due to the high ticket nature of the business (not a lot of people buy bathtubs online, as you might imagine). This allowed them to double-down on keywords that were producing the more profitable sales through their call center and minimize those that were driving small orders. “Our call center is responsible for a significant amount of revenue. If someone is putting in thousands of dollars for an order, they want to make sure they’re buying what they need,” says Allan Dick, CMO and senior plumbing evangelist for Vintage Tub & Bath, a top 500 online retail site. “We needed to understand our ad spend not just on the keyword level, but on the revenue and profit level. And we needed to understand how our online ad spend drove offline revenue.” The ability to connect offline costs and revenue with online ad spend, all the way down to the keyword level, has given Vintage Tub & Bath valuable insight not only into which specific keywords drive revenue, but which keywords drive profit. While search marketing remains an exciting and dynamic field, we are even more excited about profit optimization. Those marketers who understand the bottom-line results of their efforts will be in the best position to win during these trying times. § Ron Belanger is VP of worldwide agency sales for Omniture. He is responsible for leading Omniture’s agency program and managing strategic agency relationships. Previously, he was VP of agency development for Yahoo. Belanger is a noted expert in the field of search marketing, with a passion for the topics of search and branding. He is a sought-after speaker, with appearances at ad:Tech, Search Engine Strategies, OMMA, and many other top industry events. Bill Mungovan is the director of product marketing at Omniture, responsible for the SearchCenter product. Previously, he helped build the search engine marketing practice at Carat; he also served as director of client relations at LookSmart. He shares his search expertise at industry events, including Search Engine Strategies and WebMaster World. @bmungovan

SearchEngineStrategies.com § SES

§ FOCUS: what’s new

Optimizing for Bing

By Julie Batten ing. MSN is calling it “the sound of found.” I call it the sound of website owners and online marketers scrambling to figure out what this means for their search strategies. Does the emergence of this new engine mean you have to adapt your search engine optimization strategies? Are there certain things you should keep in mind when optimizing specifically for Bing? I was curious to find this answer, so I did some investigation, leveraging both MSN/ Bing content as well as observations and findings from fellow search professionals, and here’s what I came up with.

Overall Findings

Content is king. If you want to rank well on Bing, just like with any other search engine, you must have great content. In fact, rich content seems even more important on Bing, given the way that it organizes and presents information in the SERPs. Keyword placement is important. Making sure you have your keywords in all the right places is imperative with this engine, especially page titles, This June, Bing yielded 80 H1 tags, and link percent more paid clicks than text. MSN/Live did in May. Authoritative Source: Compete.com inbound links A Learn more at ClickZ Stats. are essential. Although this is agreed to be important for any engine, Bing appears to act even more favorably toward inbound links, particularly those that are from sites that also have a high number of links. A technically sound, well-built site is valued. Though likely valued by other engines, validating your code, checking for broken links, and employing appropriate redirects are explicitly recommended by

80%

What are you searching for at SES San Jose?

I’m searching for... 62

SES § August 2009 {San Jose}

MSN. It also recommends static URLs over dynamic URLs, suggesting HTML content is preferable.

From the Horse’s Mouth

It must be said that MSN maintains that you cannot manipulate your rankings in the organic search results: “Bing website ranking is completely automated. The Bing ranking algorithm analyzes factors such as web page content, the number and quality of websites that link to your web pages, and the relevance of your website’s content to keywords. The algorithm is complex and is never humanmediated. You can’t pay to boost your website’s relevance ranking. However, Bing does offer advertising options for website owners.” That said, MSN offers quite a few websites and tools to help site owners ensure their sites are well positioned for indexing within the engine. Bing Webmaster Center provides lots of helpful documentation and tools, including technical and content guidelines similar to Google’s Webmaster Tools. The Webmaster Center Tools offer some unique features that I haven’t seen elsewhere, including product upload, which allows site owners to upload and publish their products and offers for free so that they appear in the product search. There’s also a webmaster blog, which contains a useful section on search marketing. Two posts in particular are helpful: “Are You Content With Your Content?” and “Put Your Keywords Where the Emphasis Is.” As part of the Webmaster Center, Bing offers “guidelines to successful indexing” to help website owners ensure that the MSNBot can index all of their content. Technical suggestions: Validate your HTML code. Avoid broken links.

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Set up redirects from old pages to new ones. Ensure that you have allowed the MSNBot to crawl your site and employ Robots.txt. Use static URLs wherever possible rather than dynamic URLs with multiple extensions. Content suggestions: Create valuable content. With visible on-page text, include keywords. Keep pages at a reasonable file size. Try not to cover more than one topic per page. Use static text links. Put keywords in text rather than in images. Add a site map, particularly for imageor Flash-based navigation. Use a flat website hierarchy. Big no-nos: keyword stuffing hidden text or links link farms None of these suggestions are really new per se, but it does give us a sense of Bing’s key areas of interest. Ultimately, successful SEO with Bing isn’t going to be much different than with any other SEO strategies. Hopefully these tips have made you aware of Bing resources that can help you increase visibility in the new search engine. § Julie Batten is the e-marketing manager at Klick Communications. She develops and manages online marketing campaigns for world-class brands. Having written several white papers and articles, instructed online courses, and spoken at various seminars, Julie is well-versed in all things search.

other PPC specialists interested in discussing the latest trends — in an atmosphere right where search was born.

— Thomas Bindl, Refined Labs GmbH

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SearchEngineStrategies.com § SES

Taking the Long View By Sara Holoubek

In an industry where weekly — or even daily stats — are accepted as markers of success, have we forgotten the long view?

ecently, while riding a very slow train, I noticed two posters advocating velocity. To my left, Sybase taunted, “You risk exposure changes by the second. But your data is hours old. Analyze that.” To my right, Reuter’s stated, “March 12, 2009: Citi Chairman declares no more bailout money needed,” and then followed with a timeline detailing the minute-by-minute evolution of the story. At the time, I couldn’t get over the irony of these ad placements, so I took a quick snapshot of each with my iPhone. Looking back, I realize that had I not been moving at the speed of molasses, I probably would not have had the time to read the advertisements, let alone contemplate how immediate access to real-time data can inform long-term strategy.

Search and the Short View

Modern technology can be both a curse and a blessing. Not only are numbers and insights made immediately available, but tools and technologies significantly shorten the time between insight and effecting

SES § August 2009 {San Jose}

change. We see this every day in search engine marketing; at its core, keyword campaign management platforms are designed so that advertisements can be created, launched, tweaked, or pulled down in very little time. In some cases, there is little to no human intervention involved in the process, such as with landing page optimization technology. From a tactical perspective, all of this is fine and good. Chances are, you hired an internal team or a search engine marketing agency to be responsive, and so responsive is what you got. Initially, the team aggressively tested and optimized until the program found its norms. At some point, the manager settled into a pattern where any deviation was quickly identified and addressed, in theory leaving more time for longer-term, strategic thinking. And yet the metrics most frequently delivered to the C-suite still tend to focus on reaction to the short-term. Lengthy reports, while very helpful to the search manager or even the Internet director, land with a thud on the CMO’s desk on a monthly, weekly, or even daily basis. It’s

FOCUS: planning §

no wonder eyes glaze over during discussions of ROI by keyword or the latest algorithm change. Such reports, while valuable in the day-to-day, rarely provide insight to inform the long view.

The Tortoise and the Hare

Search marketers are not alone in this behavior; reactionary thinking has imbued the industry at large. A week after Bing launched, measurement companies such as comScore were quick to report that the formidable new competitor was eroding its competitors’ market share. Pundits everywhere declared their opinion on the future based on a week’s worth of data. Granted, the world at large was anxious to observe Bing’s usage patterns, but can long-term market share really be shifted in a week’s time? Had anyone accounted for the vast numbers of techies eager to beta test the new product? And perhaps more telling, how many of these early testers are likely to become true early adopters, fundamentally shifting their search behavior? This is not to say that Bing won’t enjoy an upward trajectory, or that it will. While the folks at Microsoft most likely enjoyed the news, it’s safe to say that the launch of a new search engine was not a knee-jerk reaction. The buzz around Bing’s assumed success is the result of almost a decade worth of persistent adherence to a long-term vision. With every slow and often misguided attempt to recoup market share, our hare-like industry dismissed Microsoft as a has-been. Microsoft, however, stayed positive, focusing inward to repeatedly refine its search engine offering. Today, the firm is suggesting that up to 10 percent of its operating income will be invested in Bing for up to five years.

Measure Twice, Cut Once

Whether managing pay-per-click advertising or responsible for a new product launch, short-term thinking is usually a result of data overload. The faster information can flow, the faster it will flow, and in greater

quantities. Humans must speed up their own processes to sort through and react to information, frequently leaving little time to sit back and summarize, or event question, the bigger picture. We become master tacticians, checking off boxes and moving on to the next issue in mere seconds. If you think you are the exception to this rule, consider your e-mail inbox. Success in the long-term will be awarded to those who know how to leverage data to be responsive in the short-term as well as inform the long-term strategy. These companies are the ones who stop and ask questions, such as: How might the consumer be changing — beyond simple keyword patterns? Is there less disposable income? A change in preference? How might this information be valuable beyond a search campaign? Do we have a directive that goes beyond simply chasing our competitors? How does the growing installed base of smart phone users change the game? What are the greater changes at play when Matt Cutts suggests that SEOs spend more time on creating useful content? What might Google’s greater vision be? And while the search marketing team frequently holds important data to help shape these questions, the truth is that this data is rarely synthesized and delivered to those higher up the chain or down the hall.

It’s What You Do With the Data

By all means, invest in real-time data that helps you in the day-to-day. But also invest in the time to remove interruptions so that you can sit back and review this data at regular intervals. The data story becomes increasingly more interesting and more valuable with time. A few best practices: Make the time. Block out time on your weekly calendar to think. In one employee survey, I was surprised to

Want to learn more? Sara will be moderating “Creating a Web Analytics Culture” on Tuesday at 11:45 a.m. For more information, visit

SearchEngineStrategies.com/sanjose find that a good number of employees said that they simply had no time to think. Everyone was minding the data store, but no one was minding the long view. Take it up 30,000 feet. Step outside of your search engine marketing shoes and ask yourself: What are the implications of your data for the company at large? What do we know about our customers? Our competitors? Macro-forces affecting our industry? Identify your constituencies. Identify the teams in your company that might find value in your new insight. Consider the person down the hall, the merchandising team, the offline team, PR, and the CMO. Boil it down and package. Consider the format in which each of these constituencies is most accustomed to receiving data, and how search data can translate. You will get a lot further learning to speak your colleagues’ language than forcing “clicks and spiders” on them. If it can’t be said in a five-page PowerPoint deck, than it is probably not going to resonate. Easy access to real-time data and information is very valuable. But remember, if everyone is minding the short-term data store, who is minding the long-view? § Sara Holoubek is a corporate strategy consultant, advising growth firms and investors in the interactive technology and advertising sector. She is also a contributing editor of DMNews, covering digital trends. In 2009, Holoubek was elected president of the Search Engine Marketing Professional Organization (SEMPO) board of directors. Visit www.saraholoubek.com for more information. @sarita

SearchEngineStrategies.com § SES

Search ads.

Banner ads.

A one-two punch.

You know search. We know display. AdReady makes display advertising as easy, powerful, and cost-eﬀective to use as search advertising. We help you create, manage, and optimize campaigns—and we give you the numbers to prove ROI, just like you do with search.

*According to a recent study from Yahoo! and comScore, “Close the Loop: Understanding Search and Display Synergy

SES § August 2009 {San Jose}

FOCUS: social media §

What is Social Search?

By Mike Grehan ’ve been steeped in researching are two main areas of research. Other examsocial media for quite some time ples include P2P and metasearch. now. Having lived with Google’s Searching within communities examines (and others’) general-purpose search how users search within such environments. with its non-validated 10 blue links For instance, a musician who enjoys golf for so long, I’m intrigued by the idea of and photography may well be a member of validated search results. music, sports, and digital camera communiLet me clarify what I mean by nonties. Interactions in these communities range validated results. Google and other search from passive activities, such as reading web engines rely heavily on a connectivity server pages, to interactive, such as writing a blog and link analysis of the web (or at least the or participating in online forums. fraction of the web they capture). When Being able to automatically determine you search for something, a mathematical which communities exist in an online enviformula based on hyperlink data ranks the ronment and which people are members of top 10 results for you. each will be very valuable information for This means the results are based primarsearch marketing’s future. ily on web pages that have the best linkage A rapidly growing area of social search data according to each search engine’s own is question answering. These systems criteria. But this is not — frequently expert based on the entire systems — allow users Social search is a web — just part of it. to post a question, and community of users Results aren’t verified community members or validated by human actively participating in the provide answers to the search process. beings, other than by question. This type of click-stream data. So search task is much how do you really know if these results are more social, interactive, and focused than a genuine or even truthful? There’s plenty of general-purpose web search. evidence online regarding black-hat SEO Filtering and recommendation systems and the ability to manipulate search engine have been around online for some considerresults. able time. As social search gains popularThis is why social search is rapidly ity, these systems become very important emerging as a key paradigm on the web. As because they are attached to a person’s the term suggests, social search deals with profiles. For example, in standard search search within a social environment, perhaps tasks, Google returns documents in response more easily described as a community of to many different queries. And these queries users actively participating in the search usually correspond to short-term informaprocess. tion needs. With the use of filtering, a fixed The online world has become a very query represents a long-term information social place, rich with people interacting need. with each other in various ways. And this For example, a number of online services provides new and unique data resources provide alerts. CNN provides alerts allowfor search systems to exploit — along with ing users to specify various topics of intera ton of privacy issues to be considered. est, such as international politics or sports. Tagging and searching within communities When a new story matches the user’s profile,

What are you searching for at SES San Jose?

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the system sends an alert. In this way, the user doesn’t need to continually search for relevant articles. Instead, the system is tasked with finding relevant documents that match a person’s long-term information needs. Recommendation systems work within peer groups to attempt to predict how much a person would prefer certain items. Recommendation systems are social of executives over 50 search algoparticipate in Twitter or rithms because another microblog. predictions are Source: Forbes Insights A Learn more at ClickZ Stats. estimated based on ratings given by similar users, thereby linking people to a community of users with related interests. For those interested in the future development of information retrieval on the Web, including the emergence of social search, I strongly recommend the book, Search Engines: Information Retrieval in Practice, by Bruce Croft, Donald Metzler, and Trevor Strohman. It’s not a bedtime read, but it is a great reference for the design and implementation of search engines and where search is headed. §

Mike Grehan has been involved in online marketing since 1995 and is recognized in the industry as an expert in the search marketing field. He has written multiple books and white papers on the subject. His second edition of Search Engine Marketing: The Essential Best Practice Guide, gained plaudits from leading industry figures, and his newsletter attracts more than 17,000 online marketers. Mike is a soughtafter speaker for the world’s major online marketing conferences, including SES, where he serves as cochair of the advisory board. @mikegrehan

the relevance of search in other web experiences.

— Jonathan Mendez, RAMP Digital

SearchEngineStrategies.com § SES

§ FOCUS: legal

Brand Protection on Social Networking Sites

By Paul Garrity & Matthew Marcotte any brands are moving a large portion of their advertising expenses to social networking sites. For instance, Volkswagen no longer uses www.volkswagen.com in its advertising, but instead www.facebook. com/volkswagen. However, the law lags behind marketing, with these issues only now becoming the subject of litigation. With recent stories like the much-publicized “land rush” for Facebook user names and litigation about falsely-registered celebrity Twitter accounts, the legal issues have begun to come to the forefront. Here, we’ll discuss recent developments in social networking, outline relevant case law, and offer suggestions on how to handle these issues.

Despite this policy, there has been some litigation. Major League Baseball manager Tony LaRussa found that his name was registered to a third party, who used the account to post negative statements about baseball players. Rather than simply submitting a complaint to Twitter and removing the account, LaRussa filed suit against Twitter. Twitter immediately deactivated the account, but that didn’t satisfy LaRussa. While early reports indicated that the lawsuit would settle quickly in exchange for a donation by Twitter to one of LaRussa’s favorite charities, this was not the case. Instead, the case remains pending, and if no settlement is reached, will provide an interesting precedent on damages.

Facebook’s “Land Rush”

While few cases have directly involved social networking and trademarks, there are useful signposts from the past — most notably among cases from the dawn of the Internet. For instance, in Knight-McConnell v. Cummins (S.D.N.Y. July 29, 2004), the plaintiff claimed that the use of her name by the defendant in online discussion boards to criticize her work constituted trademark infringement. The court held that “defendant’s use of the plaintiff’s name in the post-domain path of a URL and placement of URLs using the plaintiff’s name in the post-domain paths on chat forums, discussion boards, and search engines do not give rise to any source confusion.” Other rulings have claimed that the postdomain path of a URL “merely shows how the website’s data is organized within the host computer’s files” and doesn’t suggest an association between page and mark holder. Such cases show that shutting down Twitter and Facebook user names or pages may be difficult, as courts may be skeptical that confusion is likely, especially if the content of those pages makes clear that they are not affiliated with the brand owner. However, other cases have had more success. In particular, there have been a large number of cases brought under the Anti Cybersquatting Protection Act (ACPA), which order parties to cease and desist from further use of domain names. One example is People for Ethical Treatment of Animals v. Doughney (4th Cir. 2001), affirming order that defendant’s Peta.org domain name violated ACPA. To successfully make a claim under the ACPA, the plaintiff must be able to allege

On June 9, 2009, the popular social networking site Facebook announced that later that week, it would allow its users to create custom username pages, such as www.facebook.com/yourname. Such user names would become open for registration at 12:01 a.m. EST on June 13. Simultaneously, Facebook announced that it would allow trademark owners to register their marks with Facebook to prevent them from being adopted as usernames by individuals without authorization prior to the launch date. Ultimately, the new username feature simply expanded Facebook’s trademark policy, which allows owners of registered marks to complain about misuse of those marks on Facebook. With an online form for submitting such complaints, Facebook has and continues to remove content that is problematic. This contrasts with Twitter, which, even now, only has a general complaint form, rather than specific forms for trademark disputes.

Twitter and False Names

Twitter has become an enormously popular service, where users send and receive brief messages via desktops, laptops, mobile phones, text/SMS, and more. Twitter does not verify account holders in advance, and will only take down a user name after a complaint. This permits a user to register the name of a company or celebrity and begin posting updates without first obtaining appropriate consent. Twitter does respond to complaints from brand owners and individuals who are impersonated and turns such accounts over to their rightful owner, but does not require pre-authorization.

SES § August 2009 {San Jose}

New Answers From Older Cases

bad faith in registering the name, and the ACPA requires that the defendant register Company X’s “traffic in, or use a domain name.” No court has yet considered whether this language is sufficiently broad to reach private registries of user names such as Twitter and Facebook, or if it only reaches traditional registers of domains through ICANN.

Handling the Issues

While this area of social networking is rapidly changing and hotly disputed, some basic principles are emerging. First, and perhaps most importantly, many social networking sites are assigning great value to federal trademark registrations. For instance, Facebook’s policy requires that the complaining party provide information about its federal trademark registration before Facebook will remove the allegedly infringing user name or page. Second, these conflicts show the importance of communication between marketing and legal in trademark matters. In many cases, marketing may be using social networking sites to promote a company’s products without counsel’s knowledge. Counsel should make sure to review any marketing efforts taking place on social networking sites to ensure that they comply with the company’s trademark and branding policies. Finally, these situations often involve individuals operating fan pages or brand information sites, rather than a traditional cybersquatter or bad-faith infringer. Working out disputes of this sort can be particularly difficult, since counsel must take care to avoid alienating well-meaning infringers, while still taking the necessary steps to protect the brand. While social media brings exciting new possibilities for branded companies, it also poses a number of risks. By keeping your eyes open, you can avoid many pitfalls. § Paul Garrity is a partner at Kelley Drye & Warren LLP. He focuses on intellectual property litigation and can be reached via e-mail at pgarrity@kelleydrye.com.

Matthew Marcotte is an associate at Kelley Drye & Warren LLP. He also works in the intellectual property and litigation practice groups. He can be reached at mmarcotte@kelleydrye.com.

FOCUS: legal §

Brand Monitoring: A Guide to Protecting Trademarks on Paid Search

By Lori Weiman rand keywords and phrases usually produce very high quality traffic. For this reason, advertisers other than the brand holder may advertise on your brand name or use your brand in ad copy text. Advertisers who engage in this practice include authorized resellers, unauthorized resellers, competitors, affiliate marketers, parked domains, spyware/malware/phishing sites, made-for-ads sites, shopping sites, editorial sites, and coupon sites. Is it legal to sponsor a trademark or use it in ad copy text? What are your risks if you are doing it? What are your options if someone is doing it to you?

Trademark Law in the U.S.

Learning the basics of U.S. trademark laws will help you understand: the reasoning behind the policies of Google, Yahoo, and Bing. how to weigh risk if you’re sponsoring or using someone else’s marks. your legal rights and likelihood of success against those using your marks. To simplify the law: Trademarks exist to make it easier and faster for consumers to determine the origin of a good or service. Trademark rights begin when you first use the mark in commerce — for example, the date you start to market your product. If you believe your rights are being trampled, you have to prove three things to get a court to listen: (1) the infringing use is in commerce, meaning associated with a good being sold; (2) the use has or is likely to confuse typical consumers; and (3) the use is not protected by any defenses that include nominative uses (e.g. product comparisons), descriptive, generic uses, or resale (first use doctrine). When deciding a case, judges will apply the law and will reference prior case law to explain decisions. Since Internet advertising is fairly new, there’s not a lot of case law on trademark use in search engine advertising. Courts seem to be ruling as follows: (1) keyword sponsorship is a use in commerce, but is not likely to cause consumer confusion without more; and (2) use in ad copy is a use in commerce, but the context of how it is used will be evaluated to determine if the use is defensible or if it caused confusion. Basically, merely using the trademark does not mean you will win against another advertiser.

Policies of Major Search Providers

Google, Yahoo, and Bing all have trademark policies that govern acceptable and unacceptable practices on their search properties, specifically in the following areas: Keyword sponsorship: In general, advertisers are allowed to sponsor trademarks on each of the three providers. Google allows without restriction; Yahoo and Bing allow it if the advertiser is permitted or the use is nominative or generic. Yahoo prefers that the trademark also appear in ad copy text and on the landing page. Ad copy text: Advertisers are sometimes allowed to use trademarks in ad copy text, as long as it’s permitted, descriptive, generic, or nominative. An advertiser can say things like, “click here to view a comparison of us vs. them,” but it’s often required to repeat the use on the landing page. Destination URL: Arguably, use in the destination URL dupes consumers into thinking that the brand owner has sanctioned the ad. Despite the potential for confusion, the destination URL is often not addressed in the trademark policies. Editorial guidelines will govern use here.

Risks of Bidding on Trademarks

If you sponsor another advertiser’s trademark or use it in ad copy text, make sure your use is defensible. Contractual arrangements, resale, descriptive, generic, or nominative uses are good defenses. Outside of those: Under the search provider policies: If you’re an affiliate, reseller, or informational website, you can sponsor trademarks. If you are a parked domain or made-for-ads site, or you’re a competitor (and are not showing a product comparison), you will be allowed to sponsor trademark words on Google but not on Yahoo. Use in ad copy is different and will be evaluated based on the use itself. Under the law: The test is consumer confusion. If you’re causing confusion about the origin of the goods you offer or where consumers will land when they click on your ad, you’re putting yourself at risk. Things like mimicking sites, colors, logos, slogans, unique promotions, or URLs — and play on brand words — will get you in trouble.

How to Combat Use of Your Brands

If others are using your brand in a way that you don’t approve of, here are your options: Maintain strong registered trademarks. Your name should be strong and not merely

Want to learn more? Lori will be speaking at Thursday’s 12:45 p.m. session, “Brand, Trademark & Reputation Management.” For more information, visit

SearchEngineStrategies.com/sanjose descriptive. The stronger the mark, the more defensible your argument will be. If your mark is a generic description of any product in your vertical, it will be difficult to get the search engines to help you and even more difficult to get relief in the court system. Deploy a brand-focused marketing strategy. Maintain a top position in both paid and organic search results for your brand words, including phrases, typos, and keywords that include your URL. Use messaging to convince consumers to click on you and not your competitors, and ensure that your ads are being served close to 100 percent of the time. Finally, control directlinking affiliates so that proper messaging is used in their ad copy. Own the SERP. Try to get more of your ads on the search results page: Co-market with your affiliates. Develop micro-sites with different URLs. Use local search to get on the map. Advertise on the comparison shopping engine provided by the search engine. Use images/video for SEO advantages. Eliminate competitive threats. Force competitors to stop using your brand. The options below range from cheap and easy to more difficult and costly: enforcement of contractual commitments with affiliates, resellers, and CSEs enforcement by the search provider of trademark policy or editorial policy reporting to public agencies like the FTC or state attorney general cease and desist letters lawsuits Lori Weiman is CEO of The Search Monitor, whose software automates the monitoring of search results and social media websites to provide marketers with insight on competitors, keywords, ad copy, market share, trademark abuse, brand buzz, and affiliates. Previously, Lori held executive level positions at several early-stage ventures, including Click Forensics, Webquarters, and Food.com.

SearchEngineStrategies.com § SES

SES ยง August 2009 {San Jose}

FOCUS: local §

Advertising Successfully with Local Search

By Mary Bowling or many businesses offering services or products, all search is local search. The majority of companies draw customers from a specific geographic area, and anyone outside that sphere is unlikely to ever buy anything from these businesses. When consumers who live or work near a business have the potential to become customers, advertising dollars are best spent communicating with only these people. Location can be used to segment, pre-qualify, and target potential customers; you’ll also avoid wasting ad dollars trying to reach people who are not good prospects for your business.

Know Your Range

The definition of nearby, though, is different for different niches. For example, people may travel farther to: go to an IMAX film instead of a movie at a regular theater. buy a gourmet meal as opposed to fast food. purchase a custom-made suit rather than an off-the-rack sports coat. buy a wedding ring — not a nose ring. see a medical specialist instead of a general practitioner. People in rural areas will typically travel farther for goods and services than those in urban areas. Although this is usually from necessity rather than from choice, it’s what they are accustomed to and what they have come to expect. Considering your niche, your location, and the types of products and services you offer, what is the range for your business?

Stretch Your Range

Think about what you have or do that may entice people to travel farther to come

to you. People will travel farther for something if it’s: unique or rare a good price or good value variety and selection quicker gratification the best

to use the online yellow pages more than other age groups. Craigslist is a magnet for bargain hunters, and those thirsty for local news are likely to be regulars at Topix. Where are the customers you wish to attract most likely to be searching for your products and services?

Consider stretching your range. What effective changes can you implement to get people to travel farther and shop at your business?

Fish on Google

The reality is, no matter where else people search online, most use Google to search for everything, including local business information. AdWords ads appear on nearly every Google search results page. Advertise Where the Fish Are You can also set up local business ads that Advertising can help you stretch your run within Google Maps as well as on other range by communicating these benefits to sites that use Google Maps technology. prospects. Local-based advertising allows You may choose to show your Google ads you to target your best prospects. When only to people within an area you specify, local search is so fragand/or you may bid mented, how do you What can you do to on terms with geoknow where to advermodifiers for areas get people to travel tise? The answer is your range. In farther and shop at your within fairly simple: Advertise either case, the ads where people are lookbusiness? will appear in front of ing for the goods and searchers looking for services you offer. In your goods or services within the area from other words, fish where the fish are, which which you have a reasonable expectation of can depend on your location. drawing customers. For example, Yelp is a powerhouse The key to local advertising is to find out website for local businesses, especially in where the people within range of your businorthern California. Kudzu is a good bet for ness are searching for what you sell. Then, the Atlanta area, and Citysearch and Superadvertise to them. § pages are good places to advertise if you’re selling in Denver. Mary Bowling is director of The best prospects for advertising can search marketing at seOverflow. She’s been involved in all aspects also depend on your business type. Those of online marketing since 2003. in the travel niche should be in TripAdviShe has a special interest in sor, if they can afford it. Restaurants are website usability and in SEO, inwell served by Zagat. SuperLawyers.com is cluding optimizing all types of a good spot for attorneys, and contractors media for search engines. Mary belong on ServiceMagic. has developed specialized expertise in promoting Where you choose to advertise can also brick-and-mortar businesses on the Internet through depend on the type of customer you’re local search marketing. @marybowling trying to attract. Seniors, for example, tend

What are you searching for at SES San Jose?

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clear and simple steps that I can take to make more money. It’s got to be straightforward and inexpensive. Otherwise, I’ll never get around to doing it.

— Darrell Benatar, UserTesting.com SearchEngineStrategies.com § SES

Generating Revenue From Outsourced Local Search By David Dague

Why should search engines have all the fun? n an average month, more than 25 million consumers visit Weather. com for weather updates, weatherrelated news, and local outdoor activities. Affinity sites like Motorcycle.com pull in 1 million visitors per month to explore how-to tips, read product deals, and search the classifieds. And nearly 2 billion times a month — representing over 25 percent of total monthly web searches — consumers use a major search engine’s local map-based directory, an online yellow pages, or a specialized local search directory to find qualified businesses for products and services in a specific geographic area. These numbers are expected to grow, especially as Internet-groomed youngsters become consumers, and as advertisers seamlessly and quickly connect with ready-to-buy local consumers online. A new niche market is emerging, where forward-thinking affinity and utilitarian websites like Traffic.com and BaltimoreRavens.com are well-positioned to aggressively stake a claim in local search and

SES § August 2009 {San Jose}

generate significant revenue from local businesses. Such publishers have a unique opportunity because they serve large numbers of loyal users and provide inherently local content to a localized audience. However, they understand that launching and managing a local search business directory can be expensive and time-consuming. Instead, they’ve turned to outsourced solutions to expand the strategic value of their online assets and cash in on online local search. Publishers who monetize themselves primarily through national display advertising and e-commerce applications are recognizing not just the potential of local business revenues, but they see the value it brings to incremental display and e-commerce applications as well. Advantages of outsourcing local search include: Expanding display and e-commerce revenue streams. Added page views extend existing display advertising inventory and attract new advertisers.

FOCUS: local §

With this model, local search can serve contextually-relevant advertising, since consumers self-identify exactly what they’re looking for and where. These motivated consumers have a specific need or desire and are comparatively close to the point-of-sale, so display advertisers can expect higher than average conversion rates. For example, a local search query on Golf.com for “golf courses San Diego” would produce local results, a sunscreen brand display ad, and an e-commerce link to SanDiegoGolfCourses.com. Providing a scalable, rapid path into the local advertising market. Many sites that have relied on display advertising have long struggled with a scalable way to reach local businesses and effectively monetize at that level. With an outsourced local search application, affinity and utilitarian sites can now offer local businesses enhanced listings and even priority placement in the local results for greater revenue potential. Increasing stickiness, cross-selling, and brand loyalty. Adding a digital local business directory to an affinity or utilitarian site helps increase the amount of time users spend on the site. Users aren’t redirected to a different site for local information, so publishers can continue to cross-sell other products and services like online store merchandise and other core services, while reinforcing the brand. For example, an NHL.com user could easily buy tickets to a Washington Capitals game and also look for a restaurant near the Verizon Center. More time on the site means more revenue. The opportunity to enter the local search game is not lost on traditional local media either. These providers are rapidly adopting outsourced local search as a quick, complementary, and cost-effective way to diversify their product portfolios. As local media see their traditional formats merging online and in the mobile world, they’re realizing the monetization and advertiser retention benefits offered by

a privately branded local search site. Radio and TV broadcasters, as well as newspapers, are well-positioned to capitalize on outsourced local search with their existing assets, including: large, well-trained local sales forces long-standing relationships with large numbers of local advertisers ability to bundle a variety of costeffective media strong brand awareness, loyalty, and connection with community “bully pulpit” from which to promote their online assets and vice versa Regardless of the type of media or website, outsourcing local search provides a powerful overall lift in SEO, low cost of entry, rapid monetization, amd increased site stickiness. It can be a low-risk venture if a partner is willing to work via a revenue share model. Obviously outsourcing local search means an investment with a third-party provider. Before making the leap and growing your existing online channel, remember these six tips in selecting a partner: Content: Quality local business content is king, so the provider you select needs to command this space and offer the most comprehensive, largest, and robust collection of business-verified listings. Mobile configuration: Mobile local search is fast becoming as critical as PC-based local search. It’s imperative that your content provider has a database infrastructure that can organize and optimize large volumes of local business content to make it easy for mobile device users to access and consume with minimum drill-down. Scalable: A flexible local search engine technology should be specifically designed to take advantage of local content context and presentation structure for each website and be ready to grow as the site grows. Private labeling: To ensure your outsourced local search application fits seamlessly with your look and feel and is represented as your own,

select a provider that offers the ability to private label its products. While providers who recommend placing a search box on your site and offer payment for searches originating from its Of the 68.7 million online site may be households in the U.S., tempting in 11 percent have a dial-up the shortconnection. term, in the Source: U.S. Census Bureau long-term A Learn more at ClickZ Stats. it adds little consumer or advertiser relationship value. Self provisioning: For affinity and utilitarian sites that do not have a local sales force, it’s important that the provider offer a way for local businesses to sign themselves up for listing and add-on options. Distribution: Local businesses gravitate toward a single-source supplier who will make online marketing clear, simple, cost-effective, and comprehensive. Any provider you select should have distribution partnerships with specialized local search engines, a long list of Internet Yellow Pages, as well as the local properties of the major search engines. This will allow your new local clients to list with you and be found everywhere.

11%

As the local search industry grows exponentially, jump in, make some money, and add value to your overall franchise. § David Dague sets the strategic branding and go-to-market strategies for Localeze and oversees its day-to-day corporate and product marketing initiatives. A telecom, information technology , and local advertising media veteran, David has held leadership positions at Bell Atlantic Information Services, Innovectra Corporation, American Management Systems, and MCI Corporation. He has instructed sales and marketing courses at the undergraduate collegiate level. David can be reached at daviddague@localeze.com.

SearchEngineStrategies.com § SES

§ FOCUS: mobile

SMS versus WAP

By Melissa Ortiz hort Message Service (SMS) and Wireless Application Protocol (WAP) are the latest buzzwords in business today. Many executives have heard they need to implement both to propel their businesses to the next level, but are unsure where to begin. You probably already use SMS on a daily basis if you live and breathe by a Blackberry or iPhone. Texting offers convenience, privacy, and precision. WAP allows users to view websites on mobile devices. This global wireless specification is based on XML and IP addresses; HTML and WMLScript (Wireless Markup Language) are supported.

How SMS Impacts Business

If texting is so simple, then how do we cash in and make it work for our business? Lately, SMS vendors have been popping up and offering great deals in all industries. The vendor earns revenue through customization; the service provider makes money for sending the messages; and users receive promotional texts. This hopefully translates to conversions for you, the business. SMS allows text message communications to be exchanged between mobile phones, PCs, and handheld devices. Most phones allow users to type up to 160 characters; if you feel limited by text, Multimedia Messaging Service (MMS) acts an extension of SMS to include longer text, images, audio, and video clips. Most SMS vendors follow the Mobile Marketing Association (MMA) guidelines, which allow up to 60 characters of text to be sent in bulk. A basic text ad may only display 40 characters, which should still be sufficient to advertise your product or service. Some SMS vendors do a simple send-and-receive method and do not support or use WAP.

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I’m searching for... 74

SES § August 2009 {San Jose}

The Wireless Web

WAP operates on a low-bandwidth network and is prevalent among software developers and content providers. The WAP format on phones varies slightly from what users see on PCs, but the content is virtually identical. WAP allows users to easily view news web pages, social media sites, and blogs on handheld devices. Incorporating WAP elevates the basic functionality of SMS to a more sophisticated method of delivery.

Mobile Marketing Efforts

SMS and WAP provide very different applications. If you choose to send alerts to your customers, SMS is a simple solution. All cell phone users will receive the alert and may respond to it if you desire. WAP provides a more Web 2.0 and 3.0 sense of interactivity between the user and the interface. He can browse the Internet and connect with others while using WAP-enabled devices. When marketing your product or service via text, the call to action is key in eliciting an immediate response. It should be catchy and concise, because depending on the promotion, the call to action will make or break your campaign. SMS can direct users to a WAP site, enter them in a mobile contest, or employ a campaign tactic called “consideration.” Consideration contends that a willing participant must pay for access or actually purchase something to become an eligible contestant in a game or contest. Synergy between SMS and WAP will aid any guerrilla marketing campaign. Don’t forget to track your opt-ins, open rates, and leads in detailed reporting.

Be Clear About Services and Rates

Keep your advertising clear, and indicate whether the service is subscription-based or

“

not. Disclose service availability for each carrier, so there are no surprises to the user. Additional rates that may apply on a monthly basis should also be stated clearly in the message. Be sure to include your terms and conditions, which should state whether standard rates apply and disclose carrier pricing. Advertisers should never attempt to trick consumers into thinking a product is cheaper than it is based on the language displayed, nor should they create a false sense of urgency.

Opt-in?

Commercials constantly tell mobile users to text numerical codes. Once consumers execute an opt-in to a standard rate program, they’ve subscribed to the service offered. It may be to receive daily horoscopes via SMS, until the customer opt outs or unsubscribes. Double opt-in via SMS requires customers to approve and acknowledge premium charges that will be applied to their accounts. Whether consumers use phone or web to respond to the double opt-in, you must ensure users are aware of the pricing, term, contact information, and opt-out details. WAP opt-in rules are similar to SMS, except WAP must display a “buy” button and a “cancel” button on the page. Both WAP and SMS provide the best combination for businesses to reach every type of customer worldwide. § Melissa Ortiz works for Henry Schein, a Fortune 500 company. A recipient of two master’s degrees, Melissa has specialized in digital marketing, search engine strategies, web analytics, and linguistics for the past decade. Her knowledge has made her an asset to the online marketing world. Melissa’s expertise focuses on organic, paid search, and the integration of social media to maximize growth and performance.

practical tips and tools that will massively increase conversion rates.

— Tim Ash, SiteTuners.com

SearchEngineStrategies.com ยง SES

Using Search to Find Missing Persons: Scratching the Surface

By Kathleen Fealy an. 2, 1993. Vernon Kent Jones, 24 — known as Cameron to his friends — left a New Year’s Eve party in New York City. He didn’t make it home. The missing person report was filed Jan. 5, 1993. Recently, his mother wrote a letter to appeal to those who may have seen him that night. “We have missed him and wondered as to his whereabouts for 16 years. Do you have any idea how difficult Christmas and New Year’s are for me and the rest of my family? It is a pain that never goes away. The fact that my son disappeared and we have no clue as to what happened or where he is, has haunted me and my two sons every day since Jan. 2, 1993.” Robert Rahn, a private investigator with Management Resources Ltd. of New York, has used traditional media to publicize the Jones case. But after using search to promote his private investigation firm, Rahn realized he should integrate it into his case work as well. He has since gathered print and digital assets — photos,

SES § August 2009 {San Jose}

videos, and age progression art — to place on twww.managementresourcesny.com/ vernon-kent-jones.htm. He’ll also use social media to promote additional interest in the case. YouTube videos, Facebook pages and optimized press releases are planned. Feb. 9, 1989. Tiffany Sessions, 19, was attending the University of Florida in Gainesville. She left her off-campus apartment at 6 p.m. to go for a walk. She never returned. The search began within a few hours of her disappearance. Twenty years later, her father still is searching. Lisa Buyer, president and CEO of The Buyer Group, participated in the physical search in and around the University of Florida. She has since helped Tiffany’s father, Patrick, create a website and blog, http:// tiffanysessions.com, to keep the Sessions case in front of the public and media. It features posters, news, YouTube videos, Facebook links, law enforcement information, and resources, including a book

FOCUS: the greater good §

co-written by Patrick, When Your Child is Missing: A Family Survival Guide.

make a greater impact and gain attention. For instance, websites often lack standard optimization practices, including quality title and description tags, keyword Missing Persons Facts placement, and text to support informaRunaway teens and missing adults are tion contained in missing persons posters. very difficult to find. “Oftentimes their Videos are uploaded onto YouTube, but investigations go ‘cold’ due to the absence aren’t optimized. of any new leads,” Rahn says. “Law enforceCold cases make the need for quality ment will keep the case open as long as they search even more vital. The website of New are missing, but will not actively investigate York state’s Division it unless there are new of State Police no developments.” Online search can longer lists persons Families of cold save lives. who have been misscase missing persons ing since before July victims often turn to 1996. Vernon Kent Jones is no longer listed. private investigators in an attempt to locate Even if he was, the site’s head tags do not their loved ones. The older the case, the promote the page: more difficult it is to solve. The investigator <title>Wanted/Missing: Missing must review the case files and try to locate Persons</title> and re-interview witnesses to develop new <meta name=”Description” leads. Traditional media publicizes cases, content=”Missing Persons” /> but they usually only cover it once, and will Guidelines and seminars need to be not follow up unless the person is found or created and made available to families and new evidence uncovered. support agencies. At Search Engine Strate“Making the public aware of these cases gies San Jose, a guide will begin to be develis extremely important because generating oped for families, law enforcement agennew interest in the case often leads to new cies, private investigators, human resource leads,” Rahn says. departments, and non-profit agencies. Some statistics include: NYPD handled 9,000 missing persons cases in 2008. The first 48 to 72 hours are critical to any major case investigation. One in seven kids between 10 and 18 will run away at some point. Most runaways are between 15 and 17 years of age: “throwaway teens,” often known as “voluntary missing,” often fall through the cracks of missing persons investigations.

Online search can potentially save lives and bring peace to those who are faced with almost unimaginable circumstances.

Search Community Involvement

The Need for Education and Tools Search can be intimidating, but with education and tools, those on the front lines of missing persons searches can

The Need for Dedicated Channels Making information easy to find is one of the goals of search. The need for dedicated channels is quickly evident when searching for a missing person on YouTube, Facebook, or various search engines. On Facebook, when “missing person” is entered, 73 groups appear — some invalid. Fan pages are located in many categories, with a slew of subheadings: beliefs and causes, families, current events, or activities, all under “common interests;” or within community or volunteer under “organizations.” Progress is being made. The National Center for Missing and Exploited Children (NCMEC) and YouTube recently created a dedicated channel for missing children at http://tinyurl.com/ndslhw.

Want to learn more? Kathleen will be speaking at Tuesday’s 11:45 a.m. session, “SEO for the Greater Good: Using Search to Find Missing Persons.” For more information, visit

SearchEngineStrategies.com/sanjose The Need for Resources Immediacy and access to a vast audience is vital during the first hours, days, and weeks. Funding is often limited. For those with missing persons reports, the following resource wish list could provide answers: Funding for online advertising: immediate access, to a specific amount, for a specified time period. Renewals possible. Social site ads could reach teenagers and young adults. Alerts, for both missing children and adults, to run on local search engines, Facebook, or Twitter (unofficial versions exist). NCMEC and Google partnered to create Google gadgets (missing children, http://tinyurl.com/ neq6zf, and AMBER alerts, http:// tinyurl.com/mgtpvb) for web pages, increasing awareness and visibility.

Search for the Greater Good

Most of us in the search industry are in it for commercial reasons. But, search has an altruistic side as evidenced during Hurricane Katrina and 9/11, when many assisted people in searching for loved ones. The search for missing persons isn’t over, and search can be key to finding the missing. § Kathleen Fealy is president of New York-based KF Multimedia & Web, Inc., which provides website strategy, SEO, and usability consulting and training. She has specialized in organic SEO since 2001 and is a speaker at Search Engine Strategies conferences and regional events. She’s also the education committee co-chair for SEMPO and a peer reviewer of SEMPO Institute’s “Insider’s Guide to Search Marketing” and “Advanced SEO” courses. @kfealy

SearchEngineStrategies.com § SES

§ FOCUS: executive education

Quality SEO Pays for Itself

By David Dalka very day, I inevitably explore online forums and sites about search engine marketing (SEM). Recently, I saw a question posted on a message board that actually made me cringe in horror: Title: Wanted SEO/SEM Vendor Referral Message: Does anyone have a COST EFFECTIVE SEO and SEM vendor referral. I am open to outsourcing, if referral for trustworthy vendor. Thanks, “Uninformed Buyer” Just look at those capital letters on precisely the wrong attributes. Cost is usually the wrong question to focus on when choosing a search engine optimization (SEO) professional, as it implies you are buying a commodity. Strategic effectiveness and search marketing profitability impact are much more appropriate questions. A quality SEO is all too rare, and should be priced like fine artwork. If SEO is about organic ranking effectiveness on the web that drives relevant, converting, and revenue-generating traffic, wouldn’t online research of organic listings be a good first step? I’d assert it would be a good place to create a short prospect list of vendors to perform due diligence. Yet many SEO firms receive sales calls from companies that don’t have their SEO act together every day. Educating people to resist this is part of changing the industry’s image, and quality SEOs share responsibility in creating this reality. Quality SEO is presently a significantly undervalued skill set. Yet it can dramatically transform profitability of a business, as it has superior economics when compared to traditional media spending. Still, search often lacks the executive support it requires both in terms of financial resources and in supporting necessary operational changes. It’s also competing with large, highly entrenched budgets that are frequently controlled by individuals without a deep knowledge of SEM. Let’s examine in more detail the reasons why: Most executive management teams don’t yet fully understand the economics and far-reaching business implications of SEO. Once established, the marginal cost of each visitor from organic search engine traffic is essentially zero. No other marketing

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channel matches the relevancy and economics of search. SEM’s transformation of legacy enterprise profitability is in its infancy. I have a small business client who had a 45 percent increase in unique visitors to his site. The business owner also reduced his yellow pages advertising by $15,000, yet maintained revenue for luxury services during this recession. Constant or increased revenue, combined with reduced traditional media spending, increased profitability. Most people outside of the search engine community do not fully appreciate the magnitude of the shift from push to pull marketing. Setting up your organization to be effectively found by people creating their own customer segmentation from search requires infinitely more skill and creative thinking than traditional strategy brainstorming followed by push marketing. This is creating a migration of focus to niche brand attributes that search engine technology enables. Management teams must understand SEM to effectively manage it. To manage search at the 30,000-foot level, you have to understand it at the 3-foot level. Recently, I was on an “ask anything” panel at CMS Expo, and numerous technology professionals expressed frustration because management did not understand content strategy or website organizational impact. I suggested that they educate the head of IT or CTO about these issues. Smother people with education about the benefits, and the tide will eventually turn. Measuring SEO is still an imprecise artform, which Google appears determined to prevent from becoming a science. Recent localization schemes, alleged paid link PageRank penalties, and rumors of blocking rank-checking tools obfuscate the ability to measure SEO activities. The strategies may backfire in the end, as it’s creating more focus on why search activities are hard to measure. This creates abundant opportunities for entrepreneurial SEO thought leaders to develop measurement and accountability tools that are independent of Google. SEM might be the largest change management project in history. Successful change management must have strong executive sponsorship. This is a major bottleneck, as most management teams do not understand

SEM. To increase transformational processes and budgets toward SEM and SEO content strategies, companies must hire a new breed of CEO and CMO. These emerging leaders must have a rare combination of traditional business skills and a knowledge of SEM relevancy and efficiency. Executive recruiting needs to look beyond the job title to hire effective SEM leaders. Organizations need to seek out leaders and consultants for their competencies regarding SEM and profit improvement abilities. But they cannot ignore other competencies that go with it, like passion, a track record with analytics and metrics (regardless of industry or curiosity), and the ability to bring traffic and awareness via personal branding using both websites and social media. Search marketing-centric organizations will outperform. Successful SEO involves technology, management, marketing, customer service, process improvement, and more than a dash of financial acumen. Executive management teams capable of navigating this complex convergence are in short supply. Once executives fully understand and hold others accountable for SEM results, budgets will shift from traditional brand marketing to search marketing, and content strategy will truly accelerate. SEO is a senior-level strategic activity affecting enterprise profitability, so why are most quality SEOs getting paid less than they should? Probably because most purchasers do not yet fully understand what they’re buying or how to maximize SEO profitability. This means we need to continue to educate people about the benefits of SEO, so that business leaders understand the value and will tolerate nothing less than rapidly shifting legacy budget to acquire the best SEO outcomes for their business. Together we can change the conversation from cost to strategic profitability impact. § David Dalka is a passionate voice for fully considering SEM, SEO, user-generated content, and social media innovation strategy at the C-level, and integrating the activities fully into corporate culture. He specializes in providing SEM strategy management consulting and is a frequent public speaker. @dalka

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To download a free digital edition of BtoB’s 2009 Marketers Resource Guide, go to BtoBonline.com/mrg To subscribe, call 1-888-288-5900. Advertisers, please call 212-210-0782. SearchEngineStrategies.com § SES

SES ยง August 2009 {San Jose}

Speaker Bios SearchEngineStrategies.com ยง SES

Lisa Abourezk VP, Marketing ooVoo

Lisa Abourezk joined ooVoo in November 2006 as VP of marketing, continuing a 13-year career working online and offline in public relations, consumer marketing, and sales development roles. Most recently, as VP of marketing and strategic partnerships for About.com, Lisa managed the consumer, trade, research, and sales development marketing programs for the top 10 website owned by The New York Times Company. Lisa began her online career at Women.com, which launched in 1992.

Benu Aggarwal

Founder & President Milestone Internet Marketing Benu Aggarwal is a recognized expert in Internet marketing strategies for the travel industry. Her online interactive agency provides web 2.0 and search engine promotion strategies such as PPC, organic, e-mail marketing, and website development. An award-winning firm, Milestone is based in Silicon Valley and represents over 600 clients, including major hotel brands, premier resorts, and OTAs. Benu oversees a team of Internet marketing and PPC specialists, designers, writers, and programmers. She co-authored the well-known Internet marketing handbook, “Hotels to HTMLs.” She has been a speaker for Search Engine Strategies, SMX, Phocuswright, and other conferences focused on travel, search engines, and online promotions.

Jonathan Alferness Group Product Manager Google

Jonathan Alferness is a group product manager for ads quality at Google. He has spent the last four and a half years at Google focused on ads quality, AdSense for search, and syndication products. Before Google, Jonathan worked at Viewpoint and Computer Associates, where he managed a team building advanced graphics and user-interface technologies. Jonathan holds a bachelor’s degree from Cornell, with graduate work at Caltech.

Feras Alhlou President E-Nor, Inc.

Feras Alhlou is the president of E-Nor, Inc., which he co-founded in 2003. He has an extensive background in the areas of business consulting, interactive marketing, and web analytics. Feras is passionate about improving his clients’ ROI and led his organization to implement and launch successful Internet marketing and analytics strategies for E-Nor’s diversified client base. Feras has traveled the globe, educating businesses and Internet consultants on search engine marketing, online marketing, and web analytics.

Kim Anklin

Speaker Bios

VP & Director of Analytical Services Management Resources LTD of NY Kim Anklin is a former crime and intelligence analyst for the City of Ventura Police Department. During her police career, Kim was the lead executive member for many of the department’s computer systems as well as a grant writer. She analyzed and disseminated information internally and with other law enforcement agencies by using data to detect pattern recognition, identify repeated core offenders, and correlate potential suspect data with current crime patterns. Kim’s expertise includes providing statement analysis for attorneys and missing persons’ families; providing case and settlement analysis for both civil and criminal case attorneys; and guiding victims and their families through the legal process.

SES § August 2009 {San Jose}

Tim Ash President SiteTuners

Tim Ash is the president & CEO of SiteTuners.com, a firm that offers consulting, full-service flat-fee guaranteed-performance tests, and advanced software tools for landing page optimization. During his 14-year involvement with the Internet, Tim has worked with Verizon Wireless, American Express, Sony Music, Universal Studios, Rand McNally, Black & Decker, and Coach to develop successful Internet initiatives. He is a highly-regarded speaker and workshop leader at conferences, including Search Engine Strategies, Affiliate Summit, eMetrics, PPC Summit, and Internet World. Tim is a contributing columnist to several publications, including SearchEngineWatch.com, Website Magazine, and Visibility Magazine. He received a B.S. and M.S. from UC San Diego during his Ph.D. studies in computer science, specializing in neural networks and artificial intelligence. He is the author of the bestselling book Landing Page Optimization: The Definitive Guide to Testing & Tuning for Conversions (John Wiley & Sons Press, 2008).

Andy Atkins-Krüger Managing Director Web Certain Europe Ltd

Andy is a trained linguist with 20 years of international marketing experience, having worked with major brand leaders in advertising and public relations on five continents. As the marketing manager of Portakabin, Andy was responsible for promoting the company throughout Europe in the late ’90s and needed a multilingual SEO solution. The result was the business now known as WebCertain, which Andy later acquired. WebCertain has been operating search marketing campaigns for over 10 years and is one of few agencies that only deal with international campaigns; the company doesn’t deal in English-only projects. WebCertain employs a team of native speakers that covers all major European and Scandinavian languages; Hebrew and Arabic for the Middle East; and Japanese, Mandarin, and Korean for the Far East.

Matthew Bailey President SiteLogic Marketing

Matt Bailey is the president and founder of SiteLogic, a website marketing consultancy, and has been training businesses about website marketing since 1997. He is in demand worldwide as a speaker for the Search Engine Strategies conferences, the Direct Marketing Association (DMA), and the American Advertising Federation. He speaks at over 30 international conferences, seminars, and training sessions each year. Seminar attendees consistently rave about Matt’s conversational, entertaining speaking style, and his ability to explain high-level search marketing concepts in a way that even “non-techies” understand. Matt is the primary trainer and developer for the DMA’s search engine optimization certification program, and the trainer for its two-day website marketing seminar.

Andrew Beckman President Location3 Media

Andrew Beckman oversees the strategic direction and business growth of Location3 Media. He founded the company in 1999 as a media buying agency and has since expanded the portfolio of services to include pay-per-click management, SEO, local search marketing, Hispanic search marketing, post-click optimization, social media, web analytics, and more. Previously, Andrew was an international sales manager for DoubleClick, Inc. Andrew is an active member on the DMA’s search marketing council and ECHO awards committee. He graduated from the University of Maryland with a bachelor’s degree in international business.

Speaker Bios SearchEngineStrategies.com ยง SES

Ron Belanger

VP, Worldwide Agency Sales Omniture Ron Belanger is the VP of worldwide agency sales for Omniture. He is responsible for leading Omniture’s agency program and managing strategic agency relationships. Previously, Belanger was VP of agency development for Yahoo, where he built mutually beneficial relationships with Yahoo’s agency partners. Prior to joining Yahoo, Belanger was VP of search and affiliate marketing at Carat Interactive (now Carat Fusion). There, he grew the nascent search practice of three employees into one of the largest services of the agency. Belanger is a noted expert in the field of search marketing, with a passion for the topics of search and branding. He is a sought-after speaker, with appearances including ad:Tech, Search Engine Strategies, OMMA, Search Insider Summit, MIXX, iMedia Brand and Agency Summits, and DMA Annual.

Alex Bennert

In-House SEO Wall Street Journal Alex Bennert is the in-house SEO at The Wall Street Journal. She specializes in algorithmic search and has worked with clients such as Zillow, Philips, SFGate, JibJab, and other large-scale sites with millions of pages.

Chris Bennett

President & Founder 97th Floor Chris Bennett has been involved in search and Internet marketing since before Google was the dominant player. After a brief stint as an independent SEO consultant, he began running 97th Floor, which specializes in organic SEO, reputation management, social media, and viral marketing. The firm services clients such as Omniture, Elance, Namco Bandai, ChemDry, NHance, CityPass, Stephencovey.com, Dentrix, and Henry Schein. Chris is also co-founder of BLVD Status, a live analytics company; 5ones, an action sports news hub; and Clean Tweets, a Firefox add-on that eliminates Twitter spam. He is the creator of Social Media for Firefox, a social status bar that has been downloaded more than 200,000 times. He has spoken at conferences and colleges, including the Omniture Summit, SMX West, and the international business plan competition at BYUH.

Mary Berk

Senior Product Manager Microsoft

Mary Berk is responsible for network quality at Microsoft Advertising, where she works on Microsoft’s adCenter and Publisher products. She holds a Ph.D. in ethics, and has an extensive background in Internet policy issues such as intellectual property and privacy.

Vivek Bhargava

Speaker Bios

Managing Director Communicate 2

Vivek Bhargava is the CEO and founder of Communicate 2, a leading search agency that’s one of the largest search and analytics offshore providers in India. Vivek has spent 10 years in the interactive marketing industry, during which he has built expertise in meeting the needs of leading companies and global publishers like MTV, Pfizer, and Merrill Lynch. Vivek regularly speaks at global events such as ad:Tech, SES, SMX, I-com, and leading Internet conferences in India. Vivek has played table tennis for the state, is a keen chess player, and is an amateur paragliding pilot. He is also the chair of SEMPO in India.

SES § August 2009 {San Jose}

Thomas Bindl

Founder & CEO Refined Labs GmbH Thomas is an SEO consultant and moderator of the “European Search Engines” and “Robots.txt” forums at WebmasterWorld, as well as a speaker at Search Engine Strategies, WebmasterWorld PubCon, and other industry-leading events worldwide. He runs one of Germany’s leading online marketing forums, OMTalk (omtalk. com), and works with corporate clients from the U.S., Canada, Asia, and Europe. He has a wide knowledge of the affiliate marketplace, both in Europe and globally. Voted one of the top 50 Internet people of 2007 by Internet World Business, Thomas founded Refined Labs in early 2007 to develop a next-generation online marketing toolbox with a focus on cross-channel and cross-campaign optimization, as well as leading SEM bid management. The focus is on corporate PPC spenders as well as agencies across Europe.

Dr. Matthias Blume Chief Analytics Officer Covario

Dr. Matthias Blume develops advanced analytics capabilities to help Covario’s large advertising clients better manage cross-media optimization and drive automated decision management. Previously, Matthias led targeted marketing, fraud detection, and government R&D projects at Fair Isaac Corporation, Reticular Systems, MESCO Engineering, and the Rockwell Science Center. He earned his Ph.D. in electrical and computer engineering at UC San Diego and a B.S. in applied physics from the California Institute of Technology. He has been active in neural network and statistical pattern recognition research for 20 years.

Chris Boggs Director, SEO Rosetta

Chris Boggs is a specialist in search engine optimization and paid search advertising. He joined Brulant from Avenue A | Razorfish in 2007 as manager of the SEO team, and Rosetta acquired Brulant in 2008. Chris has worked in search engine marketing since 2000, starting in-house and moving into a consulting role in 2002. He’s worked with organizations ranging from small businesses to Fortune 100, within all major industries, including health care, financial services, and consumer products, and retail. He is as a regular speaker at major search marketing conferences, a moderator and expert columnist for SearchEngineWatch.com, and a member of the board for SEMPO since 2006. Chris lives with his wife, son, and daughter, and enjoys golfing, soccer, and fantasy sports.

Michael Boland Senior Analyst The Kelsey Group

Michael Boland is a senior analyst in The Kelsey Group’s interactive local media program. Before joining The Kelsey Group, Michael was editor of Innovation World’s TechAlert, a monthly journal of emerging technology companies. He had previously been a San Francisco-based freelance writer for business and technology magazines, such as Red Herring, Business 2.0, Mobile, and Digitalife. Michael began his career in business analysis and journalism as a staff reporter for Forbes magazine, where he covered technology, online media, and telecommunications.

Carla Borsoi

VP, Research & Analytics Ask.com Carla currently leads an Ask.com team dedicated to serving both the needs of the customer and the business, providing the best user

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experience while achieving key business metrics. She is well known for speaking at industry events, covering how metrics can be used to make business decisions. In the past two years, she’s conducted a webinar for the American Marketing Association, delivered a keynote at eMetrics, spoken at Citibank and Zaaz, spoken at SXSW twice, and been a featured speaker at the ForeSee User Summit. Carla has several side projects, included a neglected concept blog, advising early-stage startups, and organizing tech community social gatherings. You can find out what she’s up to on a regular basis by visiting www.carlaborsoi.com.

Greg Boser

President WebGuerrilla LLC Greg Boser is an Internet marketing consultant who has specialized in search engine optimization consulting since 1996. He is the president and founder of WebGuerrilla, LLC, a marketing firm that provides SEO services to interactive agencies, PR agencies, and design firms serving Fortune 1000 clients. Greg is also a regular contributor and serves as moderator of the keyword research discussion forum at www.webmasterworld.com, the Internet’s leading discussion forum for SEO professionals.

Erin Bouchier

Business Lead Google TV Ads Online

Erin joined Google in 2006 and was one of the founders of Google’s TV Ads platform, working on finance, marketing, and sales for the platform’s alpha and beta launches. Now, as the business lead for Google TV Ads Online, she’s back to the familiar territory of a Google beta. Previously, Erin worked in strategic planning at Gap Inc., where she developed the business case for launching Gap Maternity in stores. Outside the office, Erin teaches junior high and high school students entrepreneurship through the BUILD and Citizen Schools volunteer programs.

Jessica Bowman

SEO Strategist & In-House SEO Expert SEMinhouse.com Jessica Bowman delivers insightful, actionable advice in a way that gets people on board, moving forward and improving the bottom line. Her specialty is building an in-house SEO program. After doing just that at Enterprise Rent-A-Car and Business.com, she was hired by Yahoo to build new SEO programs and expand existing ones. Jessica regularly speaks at Search Engine Strategies, Search Marketing Expo, and Webmaster World Pubcon. Jessica writes for Search Engine Land, Search Engine Watch, and Search Engine Journal.

Lisa Buyer

Speaker Bios

President & CEO The Buyer Group When it comes to corporate relationships, Lisa Buyer believes the chemistry between search and public relations is exponential. As the founder of three corporate communications agencies and current CEO of The Buyer Group, Lisa is ambitious about the influence public relations has on SEO/SEM, and continues to share her innovative approach with clients, peers, and associates. She also consults traditional ad/PR agencies, transitioning from old school media to today’s best search engine strategies. Her clients have been published in print and online versions of USA Today, The New York Times, The Wall Street Journal, and BusinessWeek. Lisa is a member of SEMPO, SFMIA, and Agency Management Roundtable. She brings SEO/SEM to the boardroom as a critical part of a company’s public relations and branding strategies.

SES § August 2009 {San Jose}

Marc Canabou

Senior Director, Product Management Leader Yahoo! Search Advertising

Marc Canabou leads product management for Yahoo Search Advertising. His product teams have global responsibility for matching, ranking, and pricing across Yahoo’s multi-billion dollar search and contextual matching marketplaces. Over the past 15 years, Marc has worked across a wide range of industries, including advertising, small business software, enterprise systems management, healthcare services, and biotechnology. Prior to joining Yahoo in 2006, Marc worked in product management at Intuit, NetIQ, and HealthNet. He started his career as a management consultant with Booz Allen & Hamilton. Marc holds an MBA from Stanford and a B.A. from UC Berkeley.

Rogelio Choy

Chief Revenue Officer RockYou Ro leads the business efforts for RockYou. Before joining the RockYou executive team, he managed eBay’s online parts business as a director at eBay Motors, and also was responsible for managing market development, including operation of eBay’s U.S. wireless efforts. Earlier, Ro co-founded Cima Systems, a leading VOIP software provider for auto dealers. He earned his MBA from Stanford University School of Business.

Christine Churchill President KeyRelevance

Christine Churchill is president of KeyRelevance.com, a fullservice Dallas search engine marketing company offering search engine optimization, web analytics, social media marketing, and pay-per-click management services. KeyRelevance’s clients range from small businesses to large publicly-traded companies and cover a wide range of verticals, including travel, education, e-commerce, and the automotive industry. Churchill speaks regularly at international search conferences such as Search Engine Strategies, WebmasterWorld, and Search Marketing Expo. She was a member of the founding board of directors of the Search Engine Marketing Professional Organization (SEMPO) and has served as an officer of the board for the Dallas/Fort Worth Search Engine Marketing Association (DFWSEM) since its inception. She holds a master’s in business and has over 10 years of online marketing experience.

Trevor Claiborne Product Manager Google

During his two years at Google, Trevor has worked on projects ranging from helping small businesses advertise online to launching Google Ad Planner, Trends for Websites, and Insights for Search. Currently, Trevor focuses on marketing Website Optimizer and promoting website testing to online marketers. He is one of the founders of Google for Business Educators, and he writes for the Inside AdWords and Website Optimizer blogs. Trevor holds degrees from UC Berkeley in psychology and linguistics. He lives in San Francisco.

Bruce Clay

President Bruce Clay, Inc. Clay has operated as an executive with several high-technology businesses and comes from a long career as a technical manager with Boole and Babbage, Amdahl, Convergent Technologies, Acer America, and, since 1996, in the Internet business consulting area. Clay holds a B.S. in math/computer science and an MBA

James Colborn

Director Microsoft Advertising James runs a product marketing unit for Microsoft’s network advertising business. Previously, he was responsible for the public relations, marketing, and evangelism of Microsoft adCenter. Prior to Microsoft, James worked for a boutique search engine marketing firm, Inceptor, where he was responsible for search strategies for both pre-sales and post-sale customers. In addition to working in online advertising for over 10 years, James authored “Search Marketing Strategies: A Marketers’ Guide to Objective Driven Success from Search,” has written numerous articles, and has been part of the online marketing industry speaking circuit — including SES, ad:Tech, DMA, SMX, and MediaPost conferences — for more than seven years.

Barbara Coll

CEO WebMama.com Inc. Barbara “WebMama” Coll is an internationally-recognized expert in search engine marketing (SEM), with a firm grasp on the industry’s offerings and their direction. Her knowledge extends to how search engines use and display fresh content, including blogs, RSS, and video. She has strong beliefs on why her clients need to get involved in these marketing tactics. Barbara has been active in the Silicon Valley world for 21 years, including roles in product and program marketing. In 1996 she founded WebMama.com to provide strategic and tactical consulting in the world of online marketing. WebMama.com is now a multi-million dollar company with a number of brand name clients, including HP, Guthy-Renker, VMware, and Verisign. Barbara was founding president and chair of the Search Engine Marketing Professional Organization (SEMPO). She has a computer systems engineering degree from Carleton University in Ottawa, Canada. She lives in Menlo Park, Calif., with her patient family.

Ray “Catfish” Comstock Senior Search Strategist BusinessOnLine

Ray “Catfish” Comstock is the senior search strategist at BusinessOnLine. He has more than 10 years’ experience in the search marketing industry, specializing in organic search engine optimization and social media strategy. Ray has presented at numerous industry conferences, including the Online Marketing Summit, Online Market World, and the Business Marketing Association (BMA) Annual Conference. He is quoted extensively in trade and business publications and is considered an influential member of the SEO community. “Catfish” authors thought leadership papers and articles for industry publications, including the BusinessOnLine SEO Blog, which is syndicated through WebProNews.

Ivan Davtchev

Lead Product Manager, Search Relevance Yahoo! Search

Ivan Davtchev is the lead product manager for Yahoo Search and is primarily responsible for core areas including relevance, content crawl, and indexing. Prior to joining Yahoo in 2008, Ivan held various product management roles at Google. He helped Google build its presence and double market share in Russia, and led product

management in European and Middle East emerging markets. He was also responsible for the rollout of Google search technologies in 40 international markets. Previously, Ivan was a program manager at Microsoft, where he worked on security and cryptography products. He holds a computer science degree from Harvard University and is the author of multiple patents.

Sam Decker

Chief Marketing Officer Bazaarvoice, Inc. Sam Decker is a recognized expert in e-commerce, word-of-mouth marketing, and direct marketing. A frequent speaker at marketing and e-commerce events and author of an award-winning marketing blog, Decker brings more than 15 years of marketing and online retailing experience to Bazaarvoice. As CMO, he is responsible for leading Bazaarvoice’s corporate marketing and PR. Previously, Decker spent seven years of leadership at Dell, Inc., in marketing, e-business, and CRM. From 1999-2003, he led Dell’s consumer web site, building Dell.com into the largest consumer e-commerce site at $3.5 billion in annual sales. Before Dell, Decker spent more than six years leading marketing at B2C and B2B startups and became a pioneer in online community building.

Stoney deGeyter

President Pole Position Marketing Stoney deGeyter is the president of Pole Position Marketing. Founded in 1998, Pole Position grew into a leading search engine marketing firm providing SEO, usability, and website architecture consulting services to clients all over North America. Stoney pioneered the concept of destination search engine marketing, which is the driving philosophy of how Pole Position Marketing helps its clients expand their online presence and improve online conversion rates. He is associate editor at Search Engine Guide, where he regularly blogs about SEO theories, strategies, and process checklists. He has authored three e-books: E-Marketing Performance: Effective Strategies for Building, Optimizing and Marketing your Website Online; Keyword Research and Selection: The Definitive Guide to Gathering, Sorting and Organizing your Keywords into a High-Performance SEO Campaign; and Destination Search Engine Marketing. Stoney has five children and is a master of useless trvia and obscure movie quotes.

Heather Dougherty Director, Research Hitwise

Heather is a leading authority in online commerce and marketing, a result of covering the field extensively since 1997. At Hitwise, she continues her focus on the space, providing clients with insight into online consumer behavior and competitive intelligence. Heather’s expertise of the online commerce landscape has been quoted extensively in the press, including The Wall Street Journal, The New York Times, and BusinessWeek. She speaks frequently at industry events such as Shop.org, Internet Retailer, ad:Tech, and Search Engine Strategies. Prior to joining Hitwise, Heather was with Nielsen// NetRatings as a senior retail analyst, where she provided strategic analysis and designed custom research projects. Before that, she spent four years with Jupiter Research, covering the online retail and commerce space, including marketing and promotions, merchandising, and personalization.

Fionn Downhill CEO & President Elixir Systems

Fionn is CEO and president of Elixir Interactive, a digital marketing agency that focuses on search and social media, helping companies SearchEngineStrategies.com § SES

Speaker Bios

from Pepperdine University, has had many articles published, has spoken at over 100 sessions, and has been quoted in The Wall Street Journal, USA Today, PC Week, Wired Magazine, Smart Money, several books, and other publications. He has authored many advanced search engine optimization tools that are available from his company’s websites.

understand how their customers think and interact online. Elixir Interactive strives to create dynamic partnerships with all its clients to ensure Internet marketing is a major factor in the growth of their online brand as well as sales and lead generation efforts. Fionn is very involved in the advancement of online marketing and is a strong advocate for best business practices in the industry. She is a founding member of the SEMPO Institute and a past SEMPO board member. Fionn is a frequent speaker on search engine marketing.

Joshua Dreller

Director of Media Technology & Analytics Fuor Digital Joshua Dreller joined Fuor Digital as director of media technology and analytics in June 2007. His responsibilities include staying abreast of cutting-edge digital technologies to maximize the effect of digital media on client goals. Joshua is fluent in many software programs and applications, including Mediaplex, Omniture SearchCenter, Google Adwords, Yahoo Search Marketing, Microsoft adCenter, and Nielsen’s @Plan. He sits on the standards committee for the Web Analytics Association, is a certified Google Analytics professional and Yahoo search ambassador, and designates his expertise and commitment to their search marketing platforms.

Paul Edmondson Co-founder & CEO YieldBuild

Paul was part of the executive team at MongoMusic, which was acquired by Microsoft in 2000. Paul held group management positions at MSN Entertainment over product management, quality management, operations, and business management. Before MongoMusic and Microsoft, Paul was a developer at Hewlett Packard. Paul hails from San Luis Obispo, Calif., and graduated from California Polytechnic University.

Bryan Eisenberg Co-founder Future Now, Inc.

Bryan Eisenberg is a co-founder of Future Now, Inc. (FUTR.OB), an interactive marketing optimization firm. He is a co-inventor Persuasion Architecture, Future Now’s framework for optimizing online experiences to maximize lead generation, subscriptions, and sales. He is the publisher of Future Now’s award-winning blog, GrokDotCom, a columnist for ClickZ and Forbes.com, and has authored several books and reports, including The New York Times, USA Today, and The Wall Street Journal-bestselling Call to Action and Waiting For Your Cat to Bark? Bryan is a sought-after speaker at major business conferences, including DMA Annual, ad:Tech, Search Engine Strategies, Internet World, eMetrics Summit, and Wizard Academy. He has been recognized by publications such as The Wall Street Journal, Forrester Research, Inc Magazine, and DM News for his thought leadership in the areas of Internet marketing, online customer behavior, web analytics, and multivariate testing.

Mona Elesseily

Speaker Bios

Director of Marketing Strategy Page Zero Media At Page Zero Media, Mona focuses on paid search strategy and conversion improvement. In her career, she has significantly improved campaign performance for large brands such as Capital One, CareerBuilder.com, and Cathay Pacific, as well as high-tech B2B enterprise niches. Mona is considered by many the authority on the Yahoo Search Marketing platform. She completed the world’s only guide to Yahoo Search Marketing (a.k.a. Overture) called “Mastering Panama: A special report on Yahoo’s new search marketing platform” (August 2007). Mona is a regular speaker at marketing conferences. Her industry knowledge is regularly sought

SES § August 2009 {San Jose}

after by the business community, including Wall Street analysts. She’s based in Vancouver, British Columbia, and enjoys West Coast activities such as yoga and hiking.

Brian Ellefritz

Senior Manager, Social Media Marketing Cisco Systems Over the past two years, Brian has focused on building a social media marketing practice that works for Cisco — one that supports the brand, enables and encourages early adopters, drives for sophistication, and focuses on results. Brian and his team have helped build a foundation of training, resources, collaboration, and job-sharing practices while still acting as a central consultancy that manages complex social media efforts. Brian is a seasoned technology marketer who, in the last decade, has led the evolution of digital marketing practices at brands like Apple Computer, Netscape, Sun Microsystems, and now Cisco. At each of these brands, he built teams and platforms to take advantage of new marketing practices in e-mail, demand generation, and social media.

Paul Elliott

Partner, Search & Media/Analytics & Optimization Rosetta Paul Elliott is the partner in charge of Rosetta’s acquisition marketing practice. He has 10 years of experience in Internet marketing, with a focus on organic search engine optimization and paid search engine marketing. His work has helped countless companies achieve significant results and ROI from their online marketing investments. Paul has extensive experience in designing, executing, and measuring the performance of integrated online marketing programs for mid- to large-sized companies. He is a nationally-recognized speaker, with recent engagements at the Massachusetts Institute of Technology (MIT), Search Engine Strategies, and Net.Finance.

Eric Enge

President Stone Temple Consulting Eric is the president of Stone Temple Consulting, a six-person SEO firm with offices in Massachusetts and California. Eric is also VP of marketing for Moving Traffic, Inc., a web publishing company that publishes its own websites, which can have tens of thousands of pages. Eric handles all the SEO for Moving Traffic.

Marc Engelsman

VP, Client Programs & Services Digital Brand Expressions Marc Engelsman is a VP at Digital Brand Expressions, a top-tier search engine and social media marketing firm serving Fortune 1000 and middle-market companies that understand the value of being “found” on the web. With over 25 years of experience in marketing and advertising — much of it with New York City-based agencies — Marc’s multi-disciplinary marketing background translates into search and social media success as he integrates offline and online strategies for DBE’s clients. Marc serves on the SEMPO research committee and is a SEMPO Institute mentor.

Steve Espinosa VP of Innovation eLocal Listing, LLC

Espinosa brings years of experience in Internet search, web product development, product development, multimedia, and search engine optimization. He was responsible for the development of the iZone product, the precursor to eLocal Listing’s current product offering. Based on his knowledge of SEO, video production, design, and marketing, eLocal has become a premier supplier of successful SEO

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Speaker Bios

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and universal search optimization services to small businesses. He has consummated several major web development contracts for large companies such as Honda and Bridal Networks.

Dave Evans VP Digital Voodoo

“If I couldn’t interrupt you, how would I reach you?” That’s the question Dave Evans starts with as a social media strategist focused on marketing and the impact of the social web on businesses. Dave is the author of “Social Media Marketing: An Hour a Day,” a practical, hands-on guide to implementing and measuring social media as part of an integrated marketing program. In 2005, he cofounded HearThis.com, a podcasting service firm focused on social media and marketing. In 1994, Dave cofounded Digital Voodoo, which provides strategic marketing services for clients wanting to tap the power of the social web. Dave has served on ad:tech’s advisory board and WOMMA’s measurement and metrics council. He writes ClickZ’s social media column.

Liana Evans

Director of Social Media Serengeti Communications Since 1999, Liana “Li” Evans has been active in the search marketing arena, becoming well-versed in all avenues of social media and search marketing. She runs the Search Marketing Gurus blog and is the director of social media for Serengeti Communications, a Washington, D.C.-based online marketing firm that focuses on building social media strategies for companies and training companies to bring online marketing in-house. As a database designer and programmer since 1992, Liana has developed technical expertise in dealing with large-scale retail sites. She holds degrees in both public relations and information technology. She speaks and trains at Search Engine Strategies and other industry conferences and is currently writing a book about social media marketing for Pearson Education; it will be published in the fall of 2009.

Allison Fabella

SEO Manager The Atlanta Journal-Constitution Allison Fabella directs all strategic and tactical SEO initiatives for the southeast’s largest newspaper, The Atlanta Journal-Constitution, as well as its properties AJCHomefinder, AJCCars, AJCJobfinder, AccessAtlanta, and others. She also serves as the AJC’s SEO evangelist, holding training courses for editorial, IT, design, and management. Allison began her search career in 2003 at the Atlanta search marketing agency Prominent Placement. She then migrated in-house to the publishing company, Primedia, where she managed SEO for several large, dynamic sites, including NewHomeGuide. com and AutoGuide.com. Having done search both on the agency side and in-house, Allison offers a well-rounded perspective of search marketing, literally from the inside and out. A well-respected member of Atlanta’s SEO community, Allison is the VP of programming for Atlanta SEMPO.

Speaker Bios

Sally Falkow President PRESSfeed

Sally Falkow has been creating news coverage for both small and large organizations for over 25 years. She holds an accreditation in public relations from the PR Society of America. Her interest in the shift in media consumption caused by the Internet led to her cutting-edge approach to online media relations. Her understanding of the convergence of PR and search has made her a thought leader in the field of online PR, brand awareness, blogger relations, and news search. Read her blog at http://falkow.blogsite.com.

SES § August 2009 {San Jose}

Kathleen Fealy

President KF Multimedia & Web, Inc. Kathleen Fealy, president of KF Multimedia & Web, Inc., has developed online marketing strategies for more than six years for clients in the B2C, B2B, and e-commerce sectors, improving their visibility in the organic listings. By focusing on both her clients’ objectives and their visitors’ needs, Kathleen has worked with many companies to improve their overall web strategy, site visibility, and customer experience. She is SEMPO’s education committee co-chair and a contributor to SEMPO Institute courses. She has spoken at various business and industry events and is a member of the Usability Professionals’ Association.

Jeff Ferguson

Senior Director, Online Marketing Local.com Jeff Ferguson currently directs all online marketing efforts for Local.com via a variety of channels, including SEO/SEM, affiliate programs, display, and social media. An online marketing veteran since 1995, Jeff has led the online marketing efforts for companies such as Hilton Hotels, Kimberly-Clark, InterActiveCorp, Experian, and Napster. No stranger to the speaking circuits throughout the U.S. and Europe, Jeff has spoken at the Digital Hollywood, Online Marketing Summit (OMS), and Search Engine Strategies (SES), where he serves on the advisory board.

Michael Fertik

CEO ReputationDefender Michael Fertik founded ReputationDefender in 2006 on the belief that “citizens have a right to defend their online reputation.” Headquartered in Silicon Valley, Calif., the company has customers in more than 40 countries and is considered the global leader in online reputation management. As CEO and as a member of the advisory board of The Internet Keep Safe Coalition (iKeepSafe), Fertik is regarded as the pioneer of online reputation management and the foremost expert on issues of online privacy. He has been interviewed by media such as CNN, ABC News, Newsweek, The Wall Street Journal, The New York Times, NPR, and others. He is a graduate of Harvard College and Harvard Law School, and is also the founder of the Campaign for National Majority.

Brian Fetherstonhaugh Chairman & CEO OgilvyOne Worldwide

Over the past 25 years, Brian has worked hands-on with many of the world’s leading brands, including IBM, American Express, Coca-Cola, Motorola, BP, Kodak, and Yahoo. He began his career in brand management with Procter & Gamble Canada. He then joined the advertising firm Ogilvy & Mather and later became president of its Canadian operations. Today, Brian leads OgilvyOne Worldwide, the interactive marketing and consulting arm of the Ogilvy Group. With more than 5,000 staff in 50 countries, OgilvyOne is at the forefront of the digital revolution. Brian plays hockey every Sunday night, and plays guitar and harmonica in a rock band — aptly named Plan B.

Greg Finn

Director of Internet Marketing 10e20 Greg Finn is the director of Internet marketing for 10e20, a leading social media marketing company. He has been in the Internet marketing industry for five years and specializes in social media marketing along with e-commerce optimization. Greg has a knack

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for taking creative approaches on social media that provide a positive ROI for some of the biggest companies in the world. He is also a columnist for Search Engine Land and writes in-depth articles about social media and Internet marketing on 10e20’s blog.

Paul Forster CEO Indeed

Paul Forster is CEO and cofounder of Indeed, a search engine for jobs that pioneered a radically improved approach to job search. Since 2004, Indeed has given job seekers free access — instantly, in a single search — to millions of jobs from thousands of company websites, job boards, newspapers, blogs, and associations. Indeed was selected by Time magazine as one of the top 10 websites in 2007 and by PC World as one of the best 50 websites. Paul previously cofounded Jobsinthemoney, the leading finance jobsite, which was named as Forbes’ best finance jobsite before being acquired in late 2003. Prior to that, Paul was an investment manager at the International Finance Corporation and an executive at De Beers.

Nicholas Fox

Business Product Mgmt. Director, AdWords Google Nicholas Fox is a business product management director on Google’s AdWords team. In this role, he leads product management for Google’s ads quality efforts, focused on optimizing the end user experience with ads displayed through Google’s AdWords program. He is responsible for the development and improvement of the algorithms that determine the display, ranking, and pricing of AdWords ads on Google and its partners. Nicholas also leads product management for AdWords bidding features, which enable advertisers to maximize their ad performance and simplify their bid management. Prior to joining Google in 2003, Nicholas was a consultant with McKinsey & Company in Palo Alto, Calif., focusing on corporate finance and strategy for technology companies. He studied economics at Harvard College, from which he graduated magna cum laude.

Robert Friedman Partner Kelley Drye & Warren

Robert Friedman is a partner in the firm’s New York office. He focuses his practice on commercial litigation with an emphasis on Internet jurisdiction, the Computer Fraud and Abuse Act, and online marketing litigation issues. His clients range from global software developers to startup companies. He also handles securities litigation, internal investigations, restrictive covenants, and intellectual property. Rob has published several articles on jurisdiction issues involving the Internet and e-commerce. He has also been widely quoted in Thomson Reuters, CNNMoney.com, Forbes.com, The New York Law Journal, and The Wall Street Journal.

Todd Friesen

VP, Search Position Technologies Todd Friesen is considered by many to be an SEO pioneer. He entered the SEO world in 1998 and has since worked with top-name clients like Sharper Image, Nike, and Neiman Marcus on natural

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search optimization. He is an expert in search engine marketing, a former administrator at WebmasterWorld, and a former moderator for Search Engine Watch. He is co-host of the popular “SEO Rockstars” on WebmasterRadio.FM, as well as a regular speaker at Search Engine Strategies, WebmasterWorld Pubcon, SMX, and other conferences. Todd holds a bachelor’s degree from the University of Calgary and currently resides in Gig Harbor, Wash.

PJ Fusco

Natural Search Director Netconcepts P.J. Fusco has been working in the Internet industry since 1996, when she developed her first SEM service while acting as general manager for a regional ISP. She is a former SEO manager for Jupitermedia and a former SEM manager for an international health and beauty dot-com that generated more than $1 billion a year in e-commerce sales. Today, she is director for natural search for Netconcepts, a cutting-edge SEO agency with offices in Madison, Wisc., and Auckland, New Zealand.

Brad Geddes Founder bgTheory.com

Brad is the founder of bgTheory.com, a company dedicated to consulting, educating, and training businesses on Internet marketing theory and best practices. Previously, Brad was the director of search for RH Donnelley, a leading publisher of Yellow Pages. He has provided usability, PPC, and SEO consulting services to a wide range of companies. He’s been involved in online advertising since 1999, and has written extensively on Internet marketing. One of his trademarks has been demystifying the more complicated aspects of SEO, PPC, and Internet advertising. Brad educates his audiences on the various aspects of crafting successful marketing campaigns to ensure the success for all parties involved.

Ethan Giffin

CEO Groove Commerce Groove Commerce is the brainchild of Ethan Giffin, an industry expert in the dynamic technologies behind e-commerce and e-marketing. Formerly the director of e-commerce at $5 billion Allegis Group, Giffin was the chief architect behind the management, marketing, design, and success of Thingamajob.com, an Internet job portal for some 18,000-plus continuously updated job openings with a database of over 5 million members. For over a decade, Ethan has lived and breathed e-commerce and web marketing. He envisions clients being highly successful in e-commerce without having to become experts on e-commerce technology. Ethan has spoken at many of the industry’s top conferences, including Search Engine Strategies, ad:Tech, and PubCon.

Maura Ginty

Senior Web Manager, Web Content Team Autodesk, Inc. Maura Ginty joined Autodesk with 12 years of digital wordplay experience, establishing the company’s first centralized SEO program. She created Autodesk’s first series of best practices, led its SearchEngineStrategies.com § SES

Speaker Bios

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first cross-functional councils, and established employee trainings for search. She helped update Autodesk standards for paid search, internal search, and social media marketing. Next on the horizon: completing and documenting the company’s first global SEO case study. She went straight from Wellesley College to online media, combining technical and editorial roles at JupiterMedia, Lonely Planet, Symantec, and a small collection of strange nonprofits.

Adam Goldberg

Chief Innovation Officer ClearSaleing Adam is a seasoned sales manager. Prior to ClearSaleing, Adam grew Google’s first inside sales team into a $500 million a year organization. He also created Google’s proprietary B2B search engine to help his sales team identify prospects and to help the company better understand its customer base. Prior to Google, Adam started Actuate Software’s inside sales division, growing the team from one person to 20. Before that, Adam was a salesperson for Oracle Corporation and managed major accounts such as Nike, Wal-Mart, and Frito Lay.

Chris Golec

Founder & CEO Demandbase Chris founded Demandbase in 2006 and has led the company to deliver technology solutions that today help more than 1,000 businesses improve online marketing. He started his first software company, Supplybase, in the mid ’90s to radically improve the way large enterprises manage their global supply chains. The company grew quickly and was acquired by i2 Technologies (ITWO) in 2000 as part of the largest software merger in history. Prior to becoming a software entrepreneur, Chris spent 10 years with GE and DuPont in global marketing, sales, and engineering roles. He earned a B.S. in chemical engineering from Michigan State University and an MBA from Boston University.

Andrew Goodman

SES Toronto Chair Principal, Page Zero Media Goodman is founder and president of Toronto-based Page Zero Media, a full-service marketing agency founded in 2000. Page Zero focuses on paid search campaigns as well as a variety of custom digital marketing programs. Clients include Direct Energy, Canon, MIT, BLR, and a host of others. He is also co-founder of Traffick.com, an award-winning industry commentary site; author of Winning Results with Google AdWords (McGraw-Hill, 2nd ed., 2008); and frequently quoted in the business press. In recent years he has acted as program chair for SES Toronto; all told, has spoken or moderated at countless SES events since 2002. His spare-time eccentricities include rollerblading without kneepads and naming his Japanese maples. He also co-founded HomeStars, a consumer review site with aspirations to become “the TripAdvisor for home improvement.” He lives in Toronto with his wife Carolyn.

Eli Goodman

Speaker Bios

Search Evangelist comScore, Inc Eli Goodman leads the business development team for comScore’s custom solutions division, where he plays an integral role in educating the industry on comScore’s innovative and consultative services. He is a 10-year veteran of the technology and market research industry, with experience in marketing research, search, online media, and events. Previously, Eli worked at Hitwise, where he honed his knowledge of the web analytics industry, specifically focusing on search projects related to retail, travel, financial services, and publishing. Eli began his career at Gartner, Inc. as a

SES § August 2009 {San Jose}

member of the business development team. He earned a B.A. in organizational and behavior management from Brown University and currently resides in New York City.

Michael Gray

Owner Atlas Web Service In 1998, the company I was working for said, “You’re in management, you understand sales, and you seem to know a little about computers, so we’re going to put you in charge of our new website starting Monday.” I took some classes and learned some programming. At the time, we were paying $10,000 a month for someone to host our shopping cart; we had less than 1,000 visitors a month and were making less $10,000 in revenue. That was a problem. I rewrote the shopping cart, set it up with an in-house linux box, and we were in business. A few years later, after several design and programming revisions, we were averaging between up to 50,000 unique visitors a day, with yearly revenues in excess of $25 million. Currently, I work on affiliate marketing projects and client work.

Mike Grehan

Co-Chair Search Engine Strategies Advisory Board Mike Grehan is a New York-based, international consultant who has been involved in online marketing since 1995 and is recognized as a leading search engine marketing expert. His knowledge of conventional marketing, combined with his technical skills and understanding of search engine algorithms, has helped many top firms improve their visibility on search engines and directories. Mike is a highly sought-after speaker who has written multiple books and white papers. His second edition of Search Engine Marketing: The Essential Best Practice Guide gained plaudits from numerous industry authorities. Mike writes as an expert for ClickZ.com, and his own personal newsletter is read by over 17,000 international subscribers.

Ben Hanna VP Marketing Business.com

Ben Hanna oversees all aspects of marketing and brand strategy for Business.com and Work.com, including direct and onsite marketing, public relations, search engine marketing, advertising, trade shows, and collateral. He brings more than 10 years’ experience leading B2B marketing efforts, from both the agency and company perspectives. Earlier, Ben led the eBay business team responsible for driving B2B trade. He was also VP of marketing for IronPlanet, a leading online marketplace for used construction equipment.

Beth Harte

Principal Harte Marketing & Communications Beth Harte is a marketer, blogger, speaker, communicator, connector, adjunct professor, and a community manager for MarketingProfs. Beth has over 14 years of experience in integrated marketing communications, strategic planning, branding, and SEO/SEM, and five years of experience with social media. Beth speaks on a range of marketing, communications, and social media topics, including brand monitoring and management, and public relations 2.0. Beth’s blog, The Harte of Marketing, is featured in AdAge’s “power 150,” a globally recognized ranking of top media and marketing blogs.

Dennis Haugan

Sr. Director, Interactive Marketing T-Mobile USA Dennis Haugan is currently leading his fifth website redesign and eighth microsite design at T-Mobile USA. He has translated vision

Speaker Bios SearchEngineStrategies.com ยง SES

into multi-year web strategies for marketing, sales, and care over the last 10 years. Efforts led by Dennis moved T-Mobile USA from last place within the wireless industry to leadership positions in many key areas. In February 2007, Forrester Research gave www.tmobile.com the second best website score in its “best and worst cross channel design” study. Dennis and his team grew website traffic by 40 percent last year by integrating organic and paid search, online advertising, and social marketing programs. He is now focused on universal site design and SEO.

Jim Hedger

Lead Blogger Webmaster Radio Jim Hedger is a writer, speaker, and broadcaster specializing in organic SEO, search marketing, and the business of the Internet. He works with WebmasterRadio.FM as lead blogger, interviewer, researcher, producer, writer, and show host. He’s been involved in the SEO field since the days of the dinosaurs. During his career, he’s shared drinks with Jeeves the butler, tossed sticks to that sockpuppet dog from Pets.com, and walked away from a staring contest with Googlebot, confidently declaring a tie. When not traveling between conferences or working at the studio, Jim is exploring his readopted city of Toronto on a dangerously fast red bike.

Simon Heseltine

Senior Marketing Manager AOL, LLC Simon Heseltine is a senior marketing manager at AOL in northern Virginia (AOL properties had an average of 106 million domestic monthly unique visitors during the first quarter of 2009). Simon has had experience working both in-house and in an agency capacity, performing search marketing functions for small and large companies in a variety of industries.

Sean Heywood

Managing Partner MR Barber Shop & Urban Lounge Sean co-founded MR from a Starbucks in Brooklyn, and launched the first MR location nine months after graduation from business school. Previously, he worked for McKinsey & Company within the firm’s insurance practice. Sean started his career as a financial analyst in Morgan Stanley’s financial institutions group. He holds a B.A. from Brown University (magna cum laude) and the London School of Economics. He also holds an MBA from Stanford. Sean sits on the alumni steering committee for Management Leadership for Tomorrow, a nonprofit organization in the education space.

Carrie Hill

Speaker Bios

Certified SEM & Director of Search Strategies Blizzard Internet Marketing Carrie Hill is a SearchEngineWatch.com expert, and the SEO team leader for Blizzard Internet Marketing, Inc. Carrie is also a small business owner and, along with her husband, operates a painting business in the Vail and Aspen area of Colorado. Understanding the obstacles that small business owners face has helped her apply specific search engine marketing strategies to gain positive results for a variety of clients. Along with speaking at previous Search Engine Strategies events in New York and San Jose, her SearchEngineWatch.com column is featured every other Tuesday.

David Hoffman

Founder Search Smart Marketing David Hoffman is founder of Search Smart Marketing, which helps small and mid-size enterprises reach their search engine marketing objectives. The company provides its clients with the kind of large

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agency capabilities, service, and practices afforded to big brands on a smaller, regional scale. Prior to forming Search Smart Marketing in 2005, David was VP/managing director for Wahlstrom Interactive, whose search clients included Enterprise Rent-a-Car and Hilton Hotels. From 1996-2000, David was Internet project director at Gannett Newspapers, leading the early web initiatives for The Journal News. His first Internet marketing venture was with Online Design in 1995, whose projects included building the first websites for TGIFriday’s, Barr Laboratories, and others.

Sara Holoubek

Consultant & Columnist SEMPO President Sara Holoubek is a corporate strategy consultant, advising growth firms and investors in the interactive technology and advertising sector. She is also a contributing editor of DMNews, covering digital trends. In 2009, Holoubek was elected president of the Search Engine Marketing Professional Organization (SEMPO). From 2003-05, she served as iCrossing’s chief strategy officer, building the firm’s New York office and repositioning the iCrossing brand as it raised an early VC round of $13 million. Previously, she held posts in client strategy with interactive agencies Organic and Blue Dingo. Her vertical expertise covers more than 10 sectors and includes work with Levi Strauss & Co, Bloomingdales, LexisNexis, Texas Instruments, and Century 21 Real Estate.

Gordon Hotchkiss President & CEO Enquiro

In understanding search user behavior, no one is a more respected voice than Gord Hotchkiss. He and the research team at Enquiro have built a solid reputation as the leading experts in understanding not only what happens on a search portal, but also why. Gord’s voracious personal curiosity extends into areas as diverse as neurology, psychology, genetics, sociology, and anthropology, always with the goal of understanding why we do the things we do and what that means for marketing strategy. In addition to being the CEO and co-founder of Enquiro, Gord is a director and the past chairman of SEMPO, a columnist for MediaPost and Search Engine Land, a regular presenter at industry events, and a popular keynote speaker.

Bill Hunt

President Back Azimuth Consulting Bill is a top thought leader on global search engine marketing and social media and has spoken at conferences in over 30 countries. Press, industry analysts, and corporate leaders frequently seek Bill’s advice to effectively leverage enterprise/global search marketing and social media strategy. Bill was previously CEO of two of the largest global search marketing firms, Global Strategies and Outrider — both of which were acquired by WPP. As CEO, Bill grew both companies, oversaw global expansion, and provided strategic search marketing services for Fortune 100 companies such as Adobe, Cisco, IBM, Intel, Nestle, P&G, and Zurich Financial. He is currently on the board of directors of the SEMPO. He earned a B.A. in Asian studies/Japanese from the University of Maryland (Tokyo campus), and a B.S. in international business from California State University, Los Angeles. Bill is also a veteran of the Marine Corps.

Motoko Hunt

Founder, Japanese Search Marketing Strategist AJPR LLC Since Motoko established AJPR in 1998, she has been providing Japanese SEO/SEM services to companies around the world, helping them enter the Japanese market using the Internet. Her consulting services, with her extensive knowledge of the Asian and

Dr. Tomasz Imielinski

EVP, Global Search & Answers Ask.com As EVP of global search and answers, Imielinski is responsible for the algorithmic search technologies that power Ask.com web search, as well as key vertical search services, including image, news, and blog search. These core search technologies, including Ask.com’s heralded algorithm ExpertRank, mine and rank structured and unstructured data from across the web. Imielinski joined Ask.com in 2004 as VP of data solutions and was promoted to his current position in 2006. Currently on leave, Imielinski has been a professor at Rutgers University since 1983. From 1996-2003, he served as chairman of the university’s computer science department.

Mark Jackson

Search Engine Watch Expert President & CEO, VIZION Interactive Mark Jackson joined the interactive marketing fray in early 2000. His journey began with Lycos/Wired Digital, where he managed several integrated marketing programs with a focus in the finance vertical. He then worked with AOL/Time Warner on cross-platform marketing programs. After the bubble burst, Mark established an interactive marketing agency and has since cultivated it into one of the most respected search engine optimization firms in the United States. Mark is a board member of the Dallas/Fort Worth Search Engine Marketing Association (DFWSEM) and a member of the Dallas/Fort Worth Interactive Marketing Association (DFWIMA). He spent several years in traditional marketing (radio, television, and print) prior to venturing into all things web.

Richard Jalichandra President & CEO Technorati

Richard is a veteran Internet executive whose media experience includes leadership roles across the media spectrum: as a client, at an agency, as a publisher, and with an advertising network. As CEO of Technorati, he oversaw the acquisition of BlogCritics.org and the launch of Technorati Media. Previously, he served as SVP of corporate development for Exponential Interactive, Tribal Fusion’s parent company; SVP of business development for Fox Interactive Media; and VP of business and corporate development at IGN Entertainment. Earlier, Richard led national accounts sales at Lycos, and founded K23 Creative Services in Singapore.

Greg Jarboe

President & Co-founder SEO-PR Greg Jarboe is the president and co-founder of SEO-PR, a search engine optimization firm, public relations agency, and video production company. Founded in 2003, SEO-PR has won a Golden Ruler Award from the Institute for Public Relations and PR News, and was a finalist for SES Awards in three categories: best social media marketing campaign, best B2B search marketing campaign, and best integration of search with other media. Greg is a frequent speaker at Search Engine Strategies and is the news search, blog search, and PR correspondent for the SEM news blog at Search Engine Watch. He is regarded as a pioneer and leading authority on online publicity and is a member of the Market Motive faculty. He is writing a book, YouTube and Video Marketing: An Hour A Day, which will be published in August by Wiley.

Horst Joepen CEO Searchmetrics

Horst Joepen is responsible for general management and strategy at Searchmetrics. He has a broad background in Internet and software technology as a successful software entrepreneur. Among other ventures, he spun out Webwasher — an IT security product, web- and ad-filter — from Siemens AG, growing it into a successful worldwide IT security business, including a successful exit to a leading U.S. IT security vendor. He served in various senior management and executive positions at Nixdorf Computer AG, Siemens AG, Secure Computing Inc., and Cyberguard Inc.

Dixon Jones

Managing Director Receptional LTD Dixon has spoken internationally about the importance of online link development for six years. His company provides a tailored Internet marketing consultancy for many U.K. organizations, including Nokia, Daily Mail Group, and MoneyCorp. Receptional formed in 1999 when a large London property asked Dixon to look at why no serious prospects were looking at its website. Since then, one in three occupants in the large Mayfair property found a temporary home via the Internet — clearly a dramatic turnaround.

Ron Jones

President/CEO Symetri Internet Marketing Ron is an Internet marketing strategist, trainer, columnist, and owner of Symetri Internet Marketing. Since 1998, the company has been providing strategic consulting and Internet marketing solutions for companies like Sealy Inc., Broyhill Furniture, Kimberly Clark Healthcare, and Wachovia. Ron is actively involved in the SEM community and speaks regularly at conferences and seminars. He conducts training workshops for social media marketing, search engine optimization, paid search advertising, and web analytics; is a columnist for SearchEngineWatch.com; serves on the board of directors for SEMPO; and co-chairs the SEMPO Institute.

Aaron Kahlow

Chairman & Founder Online Marketing Summit Aaron Kahlow serves as chairman and founder of the Online Marketing Summit and its educational arm, the Online Marketing Institute. Having delivered hundreds of keynote speeches and seminars nationwide, he is one of the more well-known faces in the online marketing and advertising space. Aaron is considered a leading online marketing educator and can translate online marketing technology jargon into simple marketing and business terms. He is a recognized authority on social media, e-mail marketing, website usability, SEO, web analytics, and overall web strategy. He was named one of the “top 40 entrepreneurs under the age of 40” by Metropolitan Magazine in 2006. Aaron’s passion is people: connecting with them, understanding them, and helping them.

Brian Kalma

Head of User Experience & Web Strategy Zappos Brian Kalma joined Zappos.com in 2003 and is responsible for user experience and web strategy. During his first five years at Zappos, he helped build the creative services department, which included product photography/image processing, design, front-end development, and user experience. Brian is currently mastering the hard level on Guitar Hero, loves ’80s hair metal rock, and has met Gary Coleman and John Stamos twice each. SearchEngineStrategies.com § SES

Speaker Bios

Japanese markets, have made a big impact on the search marketing campaigns of some of the world’s most popular brands. She writes about the Japanese online market at her blog at AJPR.com and Multilingual-Search.com. She is a chair of the SEMPO Asia Working Group, and a co-chair of SEMPO Japan.

Brian Kaminski

EVP, Managing Director iProspect Brian Kaminski is EVP, managing director for iProspect’s San Francisco office, overseeing all activities for the West Coast. He focuses on delivering superior strategies and unparalleled results for iProspect’s clients in the region, including Vegas.com, Xerox, Archstone Smith, FileMaker, and the Sundance Catalog. Kaminski participates on the firm’s executive committee, which drives overall strategy and growth, and is responsible for integration with the other Isobar companies in San Francisco, including Carat, Freestyle, Molecular, and Ammo. Kaminski is Google AdWords certified, a Yahoo Ambassador, and a Microsoft adExcellence member.

Avinash Kaushik

Author, Blogger, Analytics Evangelist Google Avinash Kaushik is the author of the recently published book, Web Analytics: An Hour A Day (www.snipurl.com/wahour). He is also the analytics evangelist for Google and the co-founder of Market Motive Inc. As a thought leader, Avinash puts a common-sense framework around the often frenetic world of web research and analytics. He is also committed to helping organizations unlock the value of web data. Avinash works with some of the largest companies in the world to help them evolve their online marketing and analytics strategies to become data-driven and customer-centric organizations. He recently received the 2009 Statistical Advocate of the Year award from the American Statistical Association. Find his web analytics blog, Occam’s Razor, at www.kaushik.net.

Kayden Kelly

CEO Blast Advanced Media When Kayden isn’t risking life and limb on his single-speed mountain bike or spending time with his family, he moonlights as CEO of Blast Advanced Media. The company provides website optimization and online marketing services for e-commerce and lead-generation focused websites. With over 10 years of experience in marketing and web-based technologies, Kayden has worked with startups to big brands like Hewlett-Packard, Lockheed Martin, and Lennar. His goal is to help architect the most effective approach toward achieving improved performance and revenue goals for every client. Past speaking engagements have included Web Builder, Search Engine Strategies, Borders Books, and the International Emmy Awards.

Tim Kendall

Speaker Bios

Director of Monetization Facebook Tim Kendall oversees Facebook Ads, the company’s direct response advertising solution. Previously, he worked at Amazon.com as a product manager for the Amazon Kindle. He’s also worked in technology private equity and venture capital for JPMorgan Partners. Tim has been involved in venture investments in several companies, including Pandora, ProfitLogic, and NetConversions. He’s been a contributing writer to Forbes magazine on a variety of high technology topics. He holds a bachelor’s degree in industrial engineering and an MBA from Stanford University.

Anne Kennedy

Managing Partner & Founder Beyond Ink With nearly 40 years of experience in marketing and public relations, Anne Kennedy founded Beyond Ink in 1997 to bring the fundamental principles of marketing communications to online media. A search engine marketer for more than 10 years, she is an

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industry thought leader and sought-after speaker and writer worldwide. Currently, Anne represents professional SEO firms on the Search Engine Strategies (SES) advisory board, an influential group of experts selected to propel the search industry forward. She also serves on the board of directors for Helium.com, a community of writers providing experience-based knowledge, wisdom, and creativity to publishers and readers. In 2001, she launched SEOnews. net to foster better understanding of the emerging search marketing platform and the growing market of potential customers.

Larry Kim

VP of Products WordStream, Inc. Larry Kim has eight years of experience managing PPC and SEO campaigns, both in-house and through his own agency. He’s also an electrical engineer with experience in software development and product management. He recently founded WordStream, a provider of keyword management solutions, featuring keyword, PPC, and SEO tools. For more information, or to contact Larry, check out his blog or message him on twitter (@larrykim).

Jessica Kornacki

VP of Marketing Endless Vacation Rentals by Wyndham Worldwide Jessica Kornacki has more than 15 years of experience in hospitality and consumer goods industries. She is responsible for developing the Endless Vacation Rentals brand identity; establishing strategy for consumer direct online channels; overseeing advertising and public relations; building strategic marketing alliances; and directing all other marketing initiatives for the brand. Prior to joining the company in 2006, Kornacki was senior director of e-Strategy at Marriott Vacation Club International, where she successfully led the customer acquisition strategy via e-channels globally. She has also held key management roles within the consumer goods and hospitality industries, including director of e-business for ACCO Brands and director of Internet marketing at Hyatt Hotels Corporation.

Cindy Krum

CEO Rank-Mobile, LLC Cindy Krum is passionate about bringing creative online marketing solutions to Rank-Mobile clients, working with them to develop high-level mobile and international marketing strategies. Cindy speaks at national and international trade events about mobile web marketing, social network marketing, and international SEO. She writes for industry publications and has been quoted in PC World, Internet Retailer, TechWorld, Direct Magazine, and Search Marketing Standard. She served as the co-chair of the SEMPO emerging technologies mobile web task force and is an active member of the search community.

Kaushal Kurapati

Director of Product Management Yahoo! Search Kaushal is director of products in the Yahoo search consumer products division. He is responsible for search quality and the end-toend user experience of multimedia search properties across global markets. He also oversees search in emerging markets (India, Latin America, Southeast Asia, and more) and manages a distributed global team of product managers and user experience designers. Previously, he was director of search relevance at Ask.com, where his team was responsible for the core web search quality, analytics, and metrics. Kaushal also worked at Philips Research, leading a team of scientists in building recommender systems and intelligent interfaces for Tivo-like PVRs.

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Speaker Bios

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Bill Lan

VP of Account Development Efficient Frontier Bill Lan leads the strategy and execution of marketing campaigns for some of the world’s largest SEM advertisers. He helps to develop SEM best practices and is the team lead on several large brand accounts that span a wide range of industries. Bill has nearly 15 years of experience, which has included account management, business development, and consulting roles at companies such as Excite.com, Naviant, and Equifax. He has managed and executed database marketing and online marketing campaigns for clients in many verticals, including travel, financial services, insurance, auto, pharmaceuticals, and retail.

Jennifer Evans Laycock Director of Marketing SiteLogic

Jennifer Evans Laycock is the director of social media at SiteLogic. She crafts creative online marketing and communication plans based on careful observation of online consumer behavior and an extensive knowledge of social media communities. She has years of experience building and managing online communities, focused at both the professional and consumer markets. Laycock has spent five years as editor-in-chief of Search Engine Guide. She is a highly requested speaker and trainer and serves as chair of the bi-annual Small Business Marketing Unleashed conferences. She is also author of the Small Business Guide to Search Engine Marketing. Laycock has provided training and consulting for companies like Highlights for Children, Verizon, and American Greetings.

Bill Leake

President & CEO Apogee Search Bill Leake draws on a deep expertise in both business and marketing to help increase revenues for a wide range of clients. He has been involved in driving provable revenues through Internet marketing techniques since the early 1990s when, as part of the management team at Power Computing, he built the first company to sell $1 million of product over the Internet. As CEO and founder of Apogee Search, he has guided the company from inception to its current position as the largest search engine marketing firm in the Southwest. Bill serves as the president of the Austin Interactive Marketing Association. He received an MBA with honors from the University of Texas at Austin and his B.A. from Yale University.

Pavan Lee

Speaker Bios

Research Manager Microsoft

Pavan Lee (Peiwen Li) manages search, cross-channel, emerging technology, and Asia Pacific research at Microsoft Digital Advertising Solutions (MDAS). Pavan started her career at JWT/MindShare Shanghai, where she managed media planning for DeBeers, Kellogg, and Disney for the China market. Since then, she has worked in market research and strategic planning at both traditional and interactive agencies in China and the U.S. She holds a B.A. in English and an M.A. in communication arts. At age 21, Pavan became the youngest advanced English-Chinese interpreter certified by the Chinese government.

Doug Leeds

President Ask/Dictionary.com Leeds oversees all strategy and operations for Dictionary.com, a wholly-owned subsidiary of Ask.com (acquired July 2008). Previously, he served as the chief strategy officer for Ask.com. Before

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that, he spent almost five years at Yahoo (including Overture Services), most recently as VP, global product justice, where he oversaw product policy, legal compliance, and development of Yahoo’s products and services worldwide. Earlier in his career, Leeds held senior positions at mobile ISP OmniSky and mobile carrier Vodafone, and founded BootSpace, an advertising software startup. He received his B.A. from the University of California, Berkeley, and his J.D. from Georgetown University Law Center.

Ari Levenfeld

Manager Client Services Ask Sponsored Listings Ari Levenfeld is the manager of optimization services for Ask Sponsored Listings. He and his team are responsible for fine-tuning the performance of Ask’s client base to help them meet their search marketing goals. Previously, he was manager of content development at Yahoo Search Marketing. Before that, he worked for Logical Evolution, a marketing consulting firm. Ari is a graduate of the University of California, Santa Cruz, and earned his master’s from the University of Southern California.

Brian Lewis VP Engine Ready

Brian Lewis has over 20 years experience in digital and direct marketing. His articles have been referenced or published in the The New York Times, eMarketer, Search Engine Watch, Website Magazine, and SEM Journal. Previouly, Lewis founded the Internet Agency Solutions-Insight Interactive, and was president at the world’s leading supplier of aviation training equipment. He earned his B.A. in economics from UC San Diego and his MBA in finance from Arizona State University, graduating both schools with honors.

Sage Lewis President SageRock.com

Sage Lewis is president of SageRock Digital Marketing, a leader in web marketing since 1999 offering search engine optimization, paid search marketing, social media marketing, and analytics services. Sage speaks nationally with Search Engine Strategies and other prominent online marketing organizations. He writes as an expert for SearchEngineWatch.com in the promotion and link building section of the site. Sage is a highly dynamic speaker who offers a depth of knowledge only possible through his decade of experience in the web marketing industry.

Charlene Li

Co-Author, Groundswell Founder, Altimeter Group Charlene Li is an influential thought leader and guide on emerging technologies, with a specific focus on social technologies, interactive media, and marketing. She is the co-author of the business best-seller, Groundswell: Winning in a World Transformed by Social Technologies, published by Harvard Business Press in May 2008. Named “one of the most influential women in technology” by Fast Company, Charlene is the founder of Altimeter Group, which provides speaking and consulting services to organizations looking to thrive in a new economy driven by social media tools and techniques. She is one of the most frequently-quoted industry analysts and has appeared on 60 Minutes, The McNeil NewsHour, ABC News, CNN, and CNBC. She is also frequently quoted by The Wall Street Journal, The New York Times, Reuters, and The Associated Press. A sought-after public speaker, she has presented frequently at top technology conferences such as Web 2.0 Expo, SXSW, and ad:Tech. Most recently, Charlene was a VP and principal analyst at Forrester Research. She is a graduate of Harvard Business School and received a magna cum laude degree from Harvard College.

VP, U.S. Operations Econsultancy Rebecca oversees the U.S. operations of Econsultancy, the leading source of independent advice and insight on digital marketing and e-commerce. Earlier, she held executive marketing and communications positions at strategic e-services companies, including Siegel & Gale, and has worked in the same capacity for global entertainment and media companies, including Universal Television & Networks Group and Bertelsmann’s RTL Television. As a journalist, she’s written on media for numerous publications, including The New York Times and The Wall Street Journal. Rebecca spent five years as Variety’s Berlin-based German/Eastern European bureau chief. She also served as The ClickZ Network’s editor-in-chief for over seven years; for a portion of that time, she oversaw SearchEngineWatch. com. Her book, The Truth About Search Engine Optimization, was just published by FT.com.

Laura Lippay

Director of Technical Marketing Yahoo! Laura Lippay and her team at Yahoo are responsible for determining monetizable search traffic opportunities across dozens of the top Internet properties. Laura is also responsible for evangelizing search engine optimization and building the in-house program to ensure long-term SEO success. This includes automating SEO output, streamlining processes, and educating and training constituents. Previously, Laura was the SEO specialist at CNET Networks, where she helped develop the in-house SEO program. Before that, Laura was manager of interactive media at The Linus Group, a Bay Area marketing firm.

Matthew Liu

Product Manager YouTube Sponsored Videos Matthew is the lead product manager on YouTube Sponsored Videos. In this role, he focuses on building an advertising platform that allows video creators — from the everyday user to a Fortune 500 advertiser — to reach people who are interested in their content, products, or services, with relevant videos. Previously, Matthew led numerous other projects at YouTube for advertising, content partnerships, rights management, and community engagement. He has an M.S. in management science and engineering and a B.S. in electrical engineering from Stanford University.

Eduardo Llach CMO & Co-founder SearchRev

No stranger to the online world and search, Eduardo managed Netscape’s Netcenter online advertising business in the mid-’90s. He worked as a consultant to the early search pioneer Inktomi, and was director of product marketing at AdForce, an early online advertising firm that he helped take public. He then founded the pioneering contextual advertising company, Cuica, which developed a network of thousands of websites and advertisers. As a long-time entrepreneur, Eduardo started and sold two 3D software companies and developed software for Kodak, Macromedia, and others. He earned a B.S. in mechanical engineering from Cornell University.

Heather Lloyd-Martin CEO SuccessWorks

A fast-talking, fiery redhead, Heather Lloyd-Martin is a 20-year marketing veteran and recognized author, and is considered the pioneer of SEO copywriting. Her life is split between watching

the search engines dance and pinpointing the exact direct response copywriting strategies that make people buy. For over 10 years, Heather’s firm, SuccessWorks, has been training corporate in-house SEO copywriters and creating revenue-driving website content campaigns. SuccessWorks’ client base includes companies of all sizes. Additionally, freelance online writers and small business owners consider her book, Successful Search Engine Copywriting, as their go-to resource for everything SEO copywriting. Heather serves on the board of American Writers and Artists, Inc. and serves on the PubCon conference advisory board.

Lance Loveday

CEO Closed Loop Marketing Lance Loveday is a recognized thought leader in the online marketing industry. He is a regular speaker at industry events — MacWorld, Search Engine Strategies, Web Design World, and South by Southwest, to name a few — where his strategic, humorous, and down-to-earth approach inspires designers, online marketers, and business executives alike. Lance’s experience in the world of search marketing stretches back to 1998, when he became website manager for a Fortune 100 company in Silicon Valley. During this stint, he developed a passion for transparent, results-focused online marketing that motivated him to start CLM. Lance is co-author of the breakout business strategy book, Web Design for ROI, which was published in 2007 by New Riders Press.

Heather Lutze CEO & Co-founder Lutze Consulting

Heather is a nationally-recognized speaker, trainer, and consultant in search engine placement, cost-per-click models, natural search, and ad campaign tracking. Her speaking engagements are conducted in the same irreverent style of her book, The Findability Formula — delivering equal parts good information and good entertainment to audiences nationwide. Heather is a member of the National Speaker’s Association (NSA), the Colorado chapter of the NSA, and the Meeting Industry Council (MIC). She is Google AdWords certified, a Yahoo Search Marketing ambassador, and a lead trainer for the prestigious PPC Summit. She is also a senior editor for the Search Engine Marketing Journal (SEMJ).

Craig Macdonald

VP of Marketing & Product Development Covario Inc. Craig Macdonald is responsible for the strategic direction, development, and marketing of the Covario portfolio of solutions. As SVP and CMO, Craig works closely with Covario’s Fortune 500 advertisers to create innovative, analytics-driven solutions and to build programs that drive top-line revenue and bottom-line efficiencies. Previously, Craig was the director of product management for the service and management group within Hewlett Packard’s OpenView division. Before that, Craig held key positions at Peregrine Systems, Inc., Fair Isaac, HNC Software, World Research Advisory, META Group, and Greenwich Associates. Craig earned an MBA from New York University’s Stern School of Business, and a B.S. from the University of Pennsylvania. He also studied at the United States Military Academy at West Point.

Todd Malicoat

Independent Search Engine Marketing Consultant stuntdubl Todd Malicoat, aka Stuntdubl, has been creating websites since 1997, and started doing SEO and Internet marketing in early 2001. He is currently an independent search engine marketing consultant. Previously, he ran a web design and consulting firm, SearchEngineStrategies.com § SES

Speaker Bios

Rebecca Lieb

Meta4creations.com, and was a VP with the Great Lakes Web Professionals. He’s done project management and Internet marketing for several dozen small to medium-sized businesses, and a handful of larger corporations. He was also a VP of sales and marketing for We Build Pages in upstate New York.

Yuval Marcus Partner Leason Ellis LLP

Yuval Marcus specializes in litigating all types of intellectual property disputes, including copyright, trademark, trade dress, patent and trade secret matters. His experience includes obtaining injunctive relief against infringers; defeating motions for injunctive relief; prosecuting and defending copyright, trademark, trade dress and patent infringement claims; conducting domain name dispute proceedings; and commencing and defending trademark oppositions and cancellations. He also counsels clients on how to utilize effective IP strategies to strengthen IP rights in advance of litigation and/ or to minimize the risk of litigation. He has lectured and published articles on many intellectual property topics, including trademark infringement liability for purchasing trademarked keywords.

Gregory Markel Founder/President Infuse Creative, LLC

Gregory is recognized as a pioneer of search. His Infuse Creative company is regarded as one of the premiere tech-driven lead generation, e-commerce, and entertainment-focused search engine marketing companies, with clients that include National Geographic, Prudential, Universal, CBS, EA Sports, Fox Network, Sony, Time Warner, and many others, representing dramatically varying client types. Gregory began his SEO career in 1995 in the real estate website vertical, eventually landing his SEO code on more than 60,000 websites, with many still top-ranked to this day.

John Marshall CTO Market Motive

John Marshall is Market Motive’s CTO and visionary for curriculum, teaching, and technical strategy. Previously, John was the founder and CEO of ClickTracks, inventor of the patented overlay report, and was instrumental in introducing ad hoc segmentation technology into the web analytics market. John is a Netscape alumnus and a seasoned technologist, with roots in programming high-speed algorithms and statistical analysis. As an entrepreneur, John led ClickTracks through five years of consecutive growth until acquisition by Lyris Inc. John brings an excellent track record of teaching to Market Motive and regularly speaks on the topics of web analytics, conversion techniques, and marketing.

Debra Mastaler

Speaker Bios

President Alliance-Link

Debra Mastaler is president of Alliance-Link, an interactive marketing agency based in northern Virginia, that provides custom link-building campaigns and link training. Debra offers a commonsense approach to link building by combining traditional sales and promotional strategies with effective online search engine marketing tactics. Debra is a featured guest speaker at Search Engine Strategies and is a guest columnist for Search Engine Land, Search Engine Guide, and Search Engine Journal. In addition to client projects and link training for Fortune 500 companies, Debra has provided link training sessions for the Direct Marketing Association, High Ranking Seminars, and Search Engine Strategies.

Jim McDonald

Senior Manager, Search & CRM Match.com Jim leads the search marketing initiatives (SEO/SEM) as well as eCRM at Match.com. Playing both sides of the fence with acquisition and conversion, Jim is acutely aware of the importance of maximizing opportunities once you get visitors to your site and is an advocate for multivariate testing. Previously, Jim was at Verizon (Superpages.com). With almost 10 years’ experience in online marketing, Jim’s experience spans multiple industries, including online dating, travel, technology, e-commerce, and online yellow pages. Jim specializes in all aspects of online marketing, including SEO, SEM, affiliate marketing, CRM, site and e-commerce design, and landing page optimization. An MBA graduate of the University of Texas Dallas, Jim speaks and consults on online marketing with companies and agencies around the Dallas-Fort Worth area.

Matt McGowan VP, Publisher Incisive Media

Matt McGowan oversees all marketing, sales, and operations for ClickZ and Search Engine Watch in addition to their respective trade show series, ClickZ Events and Search Engine Strategies. Prior to joining Incisive, Matt was a VP at PropertyRoom.com, where he oversaw all sales, marketing, and operations for the southern California-based auction services company. Earlier in his career in San Francisco, Matt developed an e-business strategy for the multinational publishing house, Pearson Plc; before that, he worked on the institutional desk for Schwab Capital Markets and Trading, a division of Charles Schwab Inc, in New York and San Francisco.

Graeme McLaughlin

Manager, Digital Marketing British Columbia Automobile Association With over seven years’ digital marketing experience, Graeme McLaughlin specializes in using search and social media to deliver business objectives. His passion for online marketing began with affiliate sales, and his experience now includes SEO, PPC, EM, display, and social media. Switching from an agency to an in-house role in 2006, he has led the development of BCAA’s search and social marketing programs. He currently uses social media to reach a new audience that BCAA cannot connect with through print, TV, radio, or e-mail, and the results are astounding.

Mark McMaster

Senior Planner of B2B & Technology Markets Google Mark McMaster develops Google’s understanding of industry trends and customer behavior in B2B and technology markets. In addition to pursuing research initiatives in these industries, he provides media mix planning and consulting recommendations to clients across Google’s search, display, and offline advertising platforms. Previously, Mark worked at Omnicom agency The Beanstalk Group, leading product strategy for clients such as Shell Oil, Jim Beam, Nestle Purina, and the U.S. Army. Earlier, he covered marketing trends as an editor and reporter at business publisher VNU. He is a graduate of the University of Kansas and the Medill School at Northwestern University, where he also served as editorin-chief of the Journal of Integrated Marketing Communications.

Leigh McMillan

SVP & GM Marchex Call Analytics McMillan oversees day-to-day operations for Marchex’s call tracking and analytics division. Previously, she served as SVP of

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marketing and communications at Marchex, developing and executing the company’s corporate and product marketing, branding, and public relations strategies. Earlier, she held leadership positions at PureNetworks (acquired by Cisco); WildTangent, where she helped establish the company as a leading online casual game publisher; and RealNetworks, where she led the launch of several flagship products. McMillan also led public affairs for Major League Baseball’s Seattle Mariners.

Jonathan Mendez Founder & CEO RAMP Digital

A leading voice at the intersection of technology and marketing, Jonathan is widely regarded as an expert on landing page optimization, multivariate testing, and onsite content targeting. Jonathan recently founded RAMP Digital to work with clients in creating marketing solutions fueled by APIs, semantics, intelligent web, and emerging marketing technology. Prior to that, he was the founder and chief strategy officer of OTTO Digital, the services division of the market leading optimization technology Offermatica (purchased by Omniture). He has provided expert pre-click and post-click strategies and execution for online testing, targeting, and optimization to some of the world’s leading brands and businesses, including Amazon.com, Ameriprise, Microsoft, Sears, and T-Mobile.

Jay Middleton

Senior Manager, Worldwide Search Marketing Adobe Jay Middleton brings with him a wealth of search and digital online marketing experience, both on the agency and client sides. At Adobe, Jay has been tasked with building a world-class global search marketing program and infrastructure from the ground up. Previously, Jay managed over 100 search programs for Fortune 1000 clients. His clients, who crossed many verticals, included Sprint, Polaroid, Cisco, and Dunkin’ Donuts. He also worked closely with top advertising agencies, including Organic, HarteHanks, Butler, Starcom, and Responsys. Award-winning search campaigns under his management received the gold medal at the 2009 ad:Tech Awards and the 2006 MIXX Awards.

David Mihm Director & COO GetListed.org

David Mihm is director and COO of GetListed.org, an online resource that helps small businesses claim and enhance their listings at major search engines. He also serves as director of partnerships for SEMpdx, Portland, Oregon’s search marketing trade organization. David writes frequently about local search on the GetListed. org blog and at his own blog, Mihmorandum. His 2008 “Local Search Ranking Factors” is among the most important studies of local search engine optimization.

Jon Miller

Speaker Bios

VP Marketing Marketo Jon leads strategy and execution for all aspects of corporate communications, demand generation, brand, and product for Marketo. He explores best practices in demand generation, lead management, and online marketing in his popular blog, Modern B2B Marketing, and is a frequent columnist and speaker at industry events. Before co-founding Marketo, Jon was a VP at Epiphany, a CRM strategist at Exchange Partners, and a strategic consultant for Gemini Consulting. Jon graduated magna cum laude in physics from Harvard College and has an MBA from the Stanford Graduate School of Business.

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Ken Miller

CEO Anchor Intelligence Ken joined Anchor Intelligence in December 2006 as CEO. He spent the seven previous years with PayPal, Inc., where he was VP of risk management. Ken was the first anti-fraud employee hired by PayPal and is responsible for building the world-class systems and global organization that the company enjoys today. During his time at PayPal, Ken also served on the senior executive team. Previously, Ken worked for a variety of banking institutions, most recently with First Bank & Trust, where he had fraud and operations responsibilities for over 30 retail banking offices. Ken serves as an adviser to several companies, including TradeVibes.com, and is also a managing partner in a privately-held thoroughbred ownership group established with the intent of using mathematics and data analysis to guide operating decisions.

Liz Miller

VP, Programs & Operations CMO Council Liz Miller oversees the daily operations of the Chief Marketing Officer (CMO) Council, the Business Performance Management (BPM) Forum, and the organizations’ various special interest groups. With the CMO Council, Miller has overseen the development of research, including customer loyalty, affinity, engagement, experience, and retention. Today, the CMO Council is a robust community of over 4,500 members who control more than $170 billion in aggregated annual marketing expenditures and run complex, distributed marketing and sales operations worldwide.

Gary Milner

Global Marketing Director, Interactive & Teleweb Lenovo Gary’s role encompasses all of Lenovo’s digital marketing, including search marketing now centralized with Covario. He has direct responsibility for acquiring traffic for the North American teleweb business, which has grown 600 percent in revenue in the past year. Acquisition programs that he operates include affiliate marketing, PC vertical marketing, comparison shopping engines, test programs such as Google TV, and display advertising. Gary has spearheaded the formation of the digital measurement dashboard for Lenovo. He was awarded the first inaugural award for TV marketing excellence from the Google Corporation in 2008.

Melanie Mitchell SVP, Search Strategy Digitas

Melanie Mitchell is responsible for managing the Digitas Search Engine Marketing Knowledge Center that ensures industry trends, new strategies and tactics, and best practices are continuously shared, enabling Digitas to stay on the forefront of this ever-evolving industry for the agency and its clients. Previously, Melanie was VP of marketing at Folio Investments, where she was responsible for all marketing and PR; VP of SEO/SEM at AOL, where she developed strategy, processes, procedures, and tracking technology, and managed the team tasked with driving traffic to AOL.com’s open web business; and senior marketing manager at VeriSign/ Network Solutions.

Rajas Moonka

Group Business Product Manager Google Inc.

Rajas is a product leader for display ads on the Google content network. He is responsible for defining new features and enhancements for performance-oriented display advertising and working

Michelle Moore

Director of Search Engine Strategies Metric Voodoo

Michelle is a Google Adwords certified professional and a Novellcertified Internet business strategist. Involved with e-commerce, search optimization, and online technology since 1995, her former roles include president and CEO of a rural Texas ISP; VP of web production for a business intelligence firm; web manager and SEO analyst for a million-dollar e-commerce site; and director of strategy and training with an Austin PPC firm.

Ulli Muenker

Search Marketing Manager BusinessWeek Ulli Muenker joined BusinessWeek, a division of McGraw-Hill Companies, in January 2007. As the first in-house SEO evangelist, she works very closely with the editorial, technology, and web design departments. Ulli began her career in search about five years ago when she worked as the in-house search specialist for both the American and German websites at artnet, an art portal. She has hands-on SEO experience, especially with international content and publisher websites. A native German, Ulli traveled throughout Europe, lived in southeast Asia, and has now settled down in the U.S. She enjoys picnics in Central Park and live comedy shows.

Bill Mungovan

Senior Director of SearchCenter Omniture Bill Mungovan is the director of product marketing at Omniture, responsible for the SearchCenter product. Previously, he helped build the search engine marketing practice at Carat, working directly with agency clients in exceeding their ROI and branding goals through search. Mungovan brings a broad range of skills in search advertising optimization, account management, search directory development, and search content production to his role. He previously served as director of client relations at LookSmart, where he was overseeing the day-to-day operations of the account management and customer service teams. Previously, he worked for Snap/NBCi in the search and directory space; he also worked at CNET in San Francisco. Mungovan has shared his search expertise at industry events, including Search Engine Strategies, WebMaster World, and OMMA West. He holds an MBA from the University of San Francisco and a B.A. from the University of New Hampshire.

Lee Odden

CEO TopRank Online Marketing Lee Odden (@leeodden) is the CEO of TopRank Online Marketing, a digital marketing and public relations firm specializing in strategic Internet marketing consulting, training, and implementation services, including online PR, SEM, and social media marketing. A veteran Internet marketer, Odden has consulted for clients such as HP, Northwest Airlines, and the national PRSA. Odden is one of 25 online marketing experts featured in “Online Marketing Heroes” published by Wiley, and has been cited for his search and social media marketing expertise by The Economist, U.S. News, and Fortune Magazine. A sought-after marketing and PR industry speaker, Odden conducts seminars for companies and regularly presents at Search Engine Strategies, WebmasterWorld Pubcon, OMMA, and the Media Relations Summit. He is active in the

industry as the chair of the DMA social media advisory council, board member on the DMA search engine marketing council, and board advisor for Search Engine Strategies.

Pauline Ores

Sr. Marketing Manager, Social Media Engagement IBM Corporation Pauline Ores is responsible for IBM’s social media research/metrics strategy and program, in support of IBM’s new web 2.0 network value programs. Pauline’s previous roles at IBM include interactive marketing strategy for IBM’s Power System UNIX server business and leading web design strategy as part of IBM’s corporate brand experience team.

Elisabeth Osmeloski Director of Online Media AdventuresinSearch.com

Elisabeth has been in the search engine marketing industry since 1999. She has agency experience as an SEO consultant and a web copywriter for clients ranging from small businesses to large corporations, and she’s also worked in-house for a travel search startup. She is a regular speaker and a moderator at Search Engine Strategies conferences. Elisabeth recently launched a new blog and consulting agency, Adventures in Search, specializing in editorial services, including content strategy, SEO copywriting, community development and management, social media marketing, online PR, and customized link building. Her areas of expertise include adventure travel services, destination and tourism marketing, and outdoor recreation and action sports. She has also created Downhill Divas, a social network for women interested in skiing, snowboarding, freeride mountain biking, and living a healthy, active lifestyle.

Joshua Palau VP, Search Razorfish

Joshua is responsible for the global strategy, product development, and operations of Razorfish’s search offerings. He helps clients understand how search fits into the overall marketing plan and constantly researches the industry to help clients anticipate, and respond to, changes in the landscape. Previously, he worked for Hearst Magazines, About.com, and Johnson & Johnson. Joshua is an active writer who has authored several Razorfish POVs on topics such as managing paid and organic search, reputation management, and social search optimization. He’s writes a bi-monthly column about SEM agencies for SearchEngineWatch.com.

Rachel Pasqua

Director of Mobile Marketing iCrossing Over the past two years, Pasqua has become one of the most sought-after speakers on the synergies between search and mobile. She cultivates emerging technologies for iCrossing, an agency breaking new ground in the areas where search and digital media intersect. A mobile industry veteran, she has worked in interactive since 1998 as a writer, producer, and strategist, and advises iCrossing clients on successfully extending their online brand to the wireless web. She speaks at numerous industry events, including SES, SMX local and mobile, MMA Forum NYC, and others.

Brent Payne SEO Director Tribune

An in-house SEO with more than seven years of experience, Brent has doubled Tribune’s visits from search engines since he joined the company in February 2008. With more than a million visits per day SearchEngineStrategies.com § SES

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Speaker Bios

with engineering teams on implementation. Previously, Rajas co-founded a startup and also worked in various roles for large technology, media and finance companies. He earned his MBA from Stanford University and his bachelor’s degree in electrical engineering and computer science from UC Berkeley.

to Tribune’s network of websites, Brent drives traffic not only to Tribune’s newspaper sites (including the L.A. Times, Chicago Tribune, and Baltimore Sun) but also to Tribune’s dozens of broadcast sites (including KTLA, WGN, and WPIX). He is a newspaper SEO authority who has trained large editorial teams regarding SEO.

Corey Perlman President eBoot Camp, Inc.

Corey is president of eBoot Camp, Inc., an education company that provides people with the knowledge and skills to effectively market their businesses on the web. Through interactive books, seminars, and workshops, Corey quickly transforms business owners, entrepreneurs, and company employees into Internet marketing “propeller heads.” Since 2005, he has conducted over 200 workshops and seminars to public audiences and SMBs all over the United States. With layman’s terms and a learn-by-doing approach, the workshops and seminars “exceed expectations” more than 90 percent of the time. Corey’s book, eBoot Camp: Proven Internet Marketing Techniques to Grow Your Business, hit No. 1 on the Amazon.com bestseller’s list in the marketing, retail, and e-commerce categories.

R.J. Pittman

Director of Product Management Google R.J. is currently working for Google on a broad range of products, driving innovation for the company’s next-generation consumer search properties. Previously, he was the co-founder and CEO of Groxis, the advanced search engine technology company that created the industry’s first graphical information interface, the GII, to hundreds of prominent content services, including Google, Yahoo, and Amazon. R.J. applies his balance of deep technical expertise and product vision with sound business principles that keep his ventures well-grounded for success.

Gina Poole

VP, IBM Software Group Marketing 2.0 IBM Gina Poole has worldwide responsibility at IBM for driving demand generation programs and tactics, transforming the marketing mix to increase use of digital and social media, and leveraging marketing automation and analytics to optimize results. She leads software web marketing and sales as well as a portfolio of software events. She is charged with establishing IBM as the showcase for the benefits of social computing. In her previous role, she was VP of innovation and university relations for IBM.

George Popstefanov

Speaker Bios

Account Leader Range Online Media

George has been an integral part of the Range Online Media team since 2004. With clients like Serena Software and Cole Haan, he brings a personal touch to each campaign and embraces the importance of becoming an integral part of the client company’s marketing arm. He recently provided thought leadership to industry peers at Shop.org and spoke on social media during the Range Client Summit 08. He holds a degree in e-commerce and marketing from Texas Christian University and originally hails from Macedonia.

Tomaso Pozzi

Product Manager, Core Model & Optimization Yahoo! Search Marketing Tomaso Pozzi is a product manager in the Yahoo Search Marketing team, where he is primarily responsible for ranking, pricing, and relevance. Prior to joining Yahoo in 2007, Tomaso was an

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associate consultant for Bain & Company in the Rome office. He helped clients from different industries plan and manage large-scale information technology projects. Additionally, he was responsible for engagements with the top telecom players in Europe. Previously, Tomaso was a consultant at IBM, where he worked on mobile solutions. He holds an MBA from Stanford University and a master’s in telecommunication engineering from Milan Politecnico.

Stewart Quealy

Co-Chair, SES Advisory Board VP, Content Development, Incisive Media Stewart has been part of the Search Engine Strategies (SES) content team since 2001 and plays a key role in programming Incisive Media’s interactive marketing events. In addition to SES, Stewart was part of the original Jupitermedia team responsible for launching emerging technology events such as Jupiter Advertising Forum, Plug.IN, Game Market Watch, Weblog Business Strategies, Grid Computing Planet, and ClickZ Online Video Advertising. Prior to that, Stewart worked closely with the open-source Apache Software Foundation (ASF) to launch their first ApacheCon trade shows in both the U.S. and Europe. Stewart has also worked closely with the Object Management Group (OMG), an international not-for-profit computer industry consortium, to conceive their inaugural Integrate conference. Earlier in the dot-com bubble, Stewart worked with 101 Communications and SIGS Publications, running their objectoriented programming portfolio of events, including Java DevCon, XML ONE, C++ World, and Smalltalk Solutions.

David Radicke

Consultant, SEO, SEM, Web Analytics Radicke eCommerce David Radicke is an independent consultant working for several large web portals like WELT Online (Axel Springer). Radicke has been consulting in the areas of search, e-commerce, SEO, SEM, and web analytics for several years and is frequently conducting training sessions for technical and journalistic employees. Before going into consulting in 2006, he held different management positions with DealTime.com (now Shopping.com), Bild.de, and Web.de. Radicke holds an MBA from San Francisco State University (SFSU) and a German B.A. in MIS.

Scott Rafer CEO Lookery

Scott Rafer has been helping Internet publishers and users take advantage of the latest technologies and trends since 1995. Today, that means delivering services for social publishing and discovery. As CEO of Lookery, Rafer is creating an ad network and usertargeting service that supports the growth of social applications, starting with Facebook. He is also co-founder of Mashery, which manages API and developer programs for web services providers, and chairman of Winksite, which makes it easy for individuals as well as big publishers to share media across mobile and social networks. Earlier, Rafer was CEO of MyBlogLog until Yahoo acquired the company in January 2007. In both 1998 and 2003, he tried and failed to build blog search companies. He graduated from the management of technology program at UPenn. Check out his writings at blog.lookery.com or rafer.tumblr.com.

Lt. Robert Rahn (Retired)

CEO & Director of Investigations Mgmt Resources Ltd of NY

Bob Rahn is the president and director of investigations at Management Resources. He is a former homicide detective and has over 35 years of investigative experience. Bob retired after achieving the rank of lieutenant and has received numerous commendations and

Brendan Regan Persuasion Analyst FutureNow, Inc.

Brendan Regan is a persuasion analyst at FutureNow, Inc. FutureNow helps companies market better every day by helping them to better understand their customers and convert that insight into profit. Brendan has worked on websites for a decade — designing, developing, managing, and optimizing. He lives in Seattle, Wash.

Heather Rogers-Symon

Assistant Director, Business Development HUB International, Northeast Heather Rogers-Symon works with clients and prospects to develop relationships and build an appropriate insurance and risk management program to meet their needs. Prior to her current position, Heather was an entrepreneur working in the high-end marketplace; she has experience as a small business owner. Heather attended the University of South Florida and currently resides in North Haven, Conn., with her family.

Mark Rosenberg

Of Counsel Sills Cummis & Gross P.C. Mark Rosenberg is an intellectual property attorney who is Of Counsel to Sills Cummis & Gross P.C.’s intellectual property practice group. For nearly 20 years, he has assisted clients in a variety of industries in acquiring, protecting, enforcing, and licensing their intellectual property rights. Since the mid-90s, a large part of his practice has focused on preventing and resolving legal disputes relating to Internet marketing. He has assisted clients in reaching cost-effective resolutions of disputes relating to paid keywords, online advertisements, and domain names. Rosenberg has drafted web hosting, website development, and list rental agreements. He is a seasoned litigator who has successfully handled many complex patent, trademark, trade dress, and copyright actions. He may be reached at mrosenberg@sillscummis.com or (212) 643-7000.

David Roth

Director of Search Marketing Yahoo! David guides SEM and SEO strategy across all Yahoo properties, overseeing programs, managing infrastructure teams, and establishing internal best practices and campaign management standards. He has 10 years of SEM experience, recently working with Carat Fusion, a full-service advertising agency, as the director of SEM in the San Francisco office. Previously, Roth worked with Avenue A|Razorfish, eonMedia, and Inceptor. He holds an MBA from UC San Diego and a B.A. in sociology from UC Berkeley.

Kevin Ryan

CMO WebVisible, Inc. Kevin oversees corporate marketing, public relations, and creative services at WebVisible; he also supervises purchasing and manages media across various ad networks. Formerly global content director for Search Engine Watch and Search Engine Strategies, Kevin is known as an interactive marketing thought leader, particularly in search marketing. Widely quoted and recognized as an industry

expert, he has appeared on CNN and has also published hundreds of articles on search and interactive marketing in industry publications. Kevin founded the strategic consulting firm Motivity Marketing, Inc. as well as Kinetic Results. He served as VP of interactive media for the Interpublic Group agency Wahlstrom Interactive. Kevin has volunteered his time for the Interactive Advertising Bureau (IAB), Microsoft Search Advisory Council, Search Engine Marketing Professional Organization (SEMPO), and regional organizations such as the 212 Interactive Club and regional Direct Marketers Association (DMA).

Todd Schwartz

Group Product Manager, Bing Microsoft Todd Schwartz manages products and planning within the search business group at Microsoft. His team is charged with driving short- and long-term growth of the U.S. web search business. Over the last four years at Microsoft, Todd has grown several early-stage businesses as a product manager within the online services group. Previously, Todd worked as a consultant with Deloitte and Accenture, driving business innovation and growth for several Fortune 500 companies. He has also worked in various leadership roles in venture capitals, startups, and as a captain in the U.S. Army. Todd holds an MBA from the MIT Sloan School of Management and an undergraduate degree in economics from Colorado College.

Crispin Sheridan

Senior Director of Search Marketing Strategy SAP Marketing Crispin Sheridan is responsible for paid and organic search strategy, SEO execution, search infrastructure, partner search enablement, and inbound web inquiry handling. Working with SAP’s social media team, he has leveraged social media tools for demand generation, including Facebook and AddThis. Crispin has also been a guest speaker at the e-Metrics Summit and ad:Tech San Francisco, and is a member of Google’s B2B technology council.

Clay Shirky

Author Here Comes Everybody Clay Shirky is a writer, educator, and consultant on the social and economic effects of Internet technologies. He is an adjunct professor at New York University in the graduate interactive telecommunications program, where he teaches courses on the interrelationships of social and technological networks, particularly how they shape culture and vice versa. He consults a variety of organizations on network technologies, and is an acknowledged expert on collaboration tools, social networks, peer-to-peer sharing, and open source development. Clay has spoken and written extensively on the Internet since 1996, with regular columns in Business 2.0 and OpenP2P.com, and his shirky.com blogsite. He has appeared in The New York Times, The Wall Street Journal, and others. In his new book, Here Comes Everybody, Clay explores how organizations and industries are being upended by open networks, collaboration, and user appropriation of content production and dissemination.

Ayat Shukairy Co-founder Invesp Consulting

Ayat Shukairy is co-founder of Invesp Consulting, a landing page optimization company, and co-author of Landing Page Optimization: The Complete Guide. Shukairy focuses deeply on website usability and has led over 30 conversion optimization projects for companies such as ReMAX, HowStuffWorks, and Discovery. Shukairy’s work has helped generated, on average, a 20 percent improvement in conversion rates for Invesp clients. SearchEngineStrategies.com § SES

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awards during his career in law enforcement. He holds a master’s in public administration from John Jay College of Criminal Justice and a bachelor’s in sociology from St. Francis College. Bob is certified by the New York State Division of Criminal Justice Services as a police instructor. He has taught at the Orange County Police Academy and Mount Saint Mary College.

Josh Siegel

Product Manager, Mobile Local Search Google Joshua is responsible for local search on Google’s mobile site, www.google.com/m. He leads efforts to integrate user location and enhance the overall local search experience from mobile devices. Previously, he supported applications like Google Maps as a product manager on the core production infrastructure team. Prior to joining Google, Joshua worked in strategy and professional services for companies including Microsoft, VMware, and Oracle. He holds a bachelor’s degree in computer science from Brown University and an MBA in technology marketing from the Kellogg School of Management.

Marshall Simmonds

Chief Search Strategist New York Times / About.com Marshall Simmonds is a pioneer and leading expert in the search marketing industry. He speaks at conferences worldwide and specializes in educating organizations on bringing search marketing in-house and into the daily workflow. Simmonds was named chief search strategist for The New York Times Company in March 2005 and is responsible for maximizing traffic and search engine exposure by implementing strategic marketing techniques for NYTimes.com, Boston.com, IHT.com, and About.com. As a leader in the search industry since 1997, Simmonds has worked with a multitude of clients, including Oprah.com, Time Inc Interactive, Gerson Lehrman Group, Hewlett-Packard, National Geographic, Hearst Digital Publications, CBS, TV Guide, Intel, Citigroup, Home Shopping Network, CitySearch, Yellow Pages, TicketMaster, Match.com, Hotwire.com, Hotels.com, Expedia, and Evite. From 1999-2005, he was the director of search for About.com and parent company, Primedia Inc.

Jennifer Slegg CEO JenSense.com

Jennifer Slegg began as a freelance writer and then turned to writing content for the web 15 years ago. Having created numerous content-rich and community-based sites in niche markets, Jen is well-versed in the many ways to monetize content online. Acknowledged as the leading expert on the Google AdSense contextual advertising program and the Yahoo Publisher Network, she also writes on JenSense, a blog dealing exclusively with contextual advertising issues for publishers. Her unique style brings insight to both publishers and advertisers of contextual advertising programs. She also has her blog JenniferSlegg.com, which covers the search industry beyond content monetization — she discusses everything from link building to social media marketing success tips.

Jamie Smith

Speaker Bios

CEO Engine Ready

Smith got an early entrepreneurial start during the beginning of the Internet boom building and selling websites. He has over 10 years of Internet marketing experience, continually staying on top of the newest opportunities in the ever-changing online business landscape. In 1998, Smith founded World Methods, an Internet marketing agency headquartered on Martha’s Vineyard. World Methods and Engine Ready merged in September 2001, putting together a robust online services organization with a talented group of Internet software visionaries. Under Smith’s tenure, Engine Ready has transformed from a local Internet marketing services company into a leading strategic software development firm. Smith studied business administration at the University of Vermont and has a B.S. in management and occupational safety from Keene State College.

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Robin Smith

Global Search Marketing Manager Life Technologies Robin Smith leads a group of SEM and SEO specialists that develops and manages advanced online marketing and conversion campaigns for their various channels. Having worked for seven years in paid and organic search for the beauty and life sciences industries, she has had a solid background both in in-house and agency environments. Robin worked for US Web in 2004 and went on to deliver exceptional results through organic search for SEO Inc. Robin has written several white papers and articles, and has spoken at various seminars about search.

David Snyder Co-Founder Search & Social

Dave Snyder is the co-founder of the search and social media marketing firm, Search & Social. He shares his opinions as well as tips on search and social media at various industry blogs, including SearchEngineJournal.com and MarketingPilgrim.com. Dave parlayed his gifts as a teacher and published writer into his current career as an Internet marketer. He is founder of IMBroadcast.com, the first UGC video site for Internet marketers. Dave’s strengths lie in both organic and paid search marketing, as well as utilizing social media for brand building and online reputation management.

Lane Soelberg Founder & CEO COOP Ventures

Lane Soelberg’s marketing experience began on the agency side with executive positions at Leo Burnett and TBWA\Chiat\Day, where he led digital strategies for GM, Pillsbury, Nissan, Infiniti, and the International Olympic Committee. During his tenure as VP of marketing for Business.com, he led over 100 percent growth in paid search marketing. As VP of marketing and partnerships for the X PRIZE Foundation, he packaged scientific competitions as highly leveraged media properties. At COOP Ventures, he now focuses on building strategic partnerships on behalf of his clients. Most recently, Wolfram Research joined COOP Ventures as a client. They’re working together on the commercialization and monetization strategies for the WolframAlpha product.

Gary Spangler

Corporate E-Marketing DuPont Gary Spangler has worked for DuPont for 29 years. He has been a marketing manager specializing in the Internet for the past 10 years. Gary represents DuPont to the Word of Mouth Marketing Association (WOMMA) and has served on WOMMA’s board of directors. He has spoken on word-of-mouth and social media marketing to audiences in the U.S. and Europe, including venues sponsored by the American Bar Association, ad:Tech, Marketing Sherpa, Direct Marketing Association (DMA), and Google B2B Summit. Gary was nominated for the DMA’s Direct Marketer of Year 2007 and his “DuPont Science Stories” word-of-mouth marketing video campaign was a national finalist for OMMA’s best campaign in social media for 2007.

Stephan Spencer Founder & President Netconcepts

Stephan Spencer, M.Sc., is founder and president of Netconcepts, a leading natural search marketing firm. Clients include Home Shopping Network, AOL, Verizon SuperPages.com, Discovery Channel, and REI, to name a few. He is an author of the upcoming

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O’Reilly book The Art of SEO, with co-authors Rand Fishkin and Jessie Stricchiola, due out in 2009. He’s also contributed to Search Engine Land and publications such Multichannel Merchant, DM News, Catalog Age, Catalog Success, and Building Online Business. Stephan is a frequent speaker at Internet conferences around the globe for organizations such as the DMA, the AMA, Shop.org, Internet Retailer, SMX, Search Engine Strategies, IQPC, and IIR.

Rajesh Srivastava

Principal Group Program Manager Bing Rajesh is the GPM on search ecosystem team. His team is chartered to extend Bing capabilities to partners, and empower users to make decisions. Also, his team is responsible for Bing webmaster portal and other external partner interfaces. Rajesh joined Microsoft in 2006, and worked for MSN, where he built the key search integration assets to extend and leverage the Bing technology stack. Prior to Microsoft, Rajesh held various technical and technology management positions in Equifax Inc. and ING Investment Management, solving a plethora of IT challenges.

Michael Stebbins CEO & Founder Market Motive

After serving as a marketing strategist for ClickTracks, Silicon Graphics, Fujitsu, and other entrepreneurial companies, Michael started Market Motive with a vision to teach marketers how to get the most out of Internet marketing. He has authored a patent-pending web analytics method and frequently speaks on web analytics, paid search, Internet marketing processes, and automation systems.

Gary Stein

Director of Strategy Ammo Marketing

Gary has been in the interactive industry since 1993, when he was director of content at Mactivity, Inc. More recently, he was the senior advertising analyst at Jupiter Research and senior strategist at Red Sky Interactive. Gary has worked with a number of top-brand clients, including Coca-Cola, P&G, Lands’ End, and Visa. He currently lives in San Francisco with his family.

Jim Sterne

Chairman Web Analytics Association Sterne is an international speaker on electronic marketing and customer interaction. A consultant to Fortune 500 companies and entrepreneurs, he focuses his 25 years in sales and marketing on measuring the value of the Internet as a medium for creating and strengthening customer relationships. Sterne has written six books on Internet advertising, marketing, and customer service, including Web Metrics: Proven Methods for Measuring Web Site Success. He is the producer of the annual eMetrics Marketing Optimization Summit (www.emetrics.org) and is the founding president and current chairman of the Web Analytics Association.

Speaker Bios

Gregg Stewart

SVP, Interactive TMP Directional Marketing Gregg Stewart joined TMPDM as an SVP in January 2006, managing the Yellow Pages, interactive, and local search programs for clients. In January 2007, he assumed the role of SVP interactive to further develop TMPDM’s integrated media solutions. TMPDM is the largest local search marketing agency, offering online, offline, and mobile advertising solutions to top national brands. Stewart has over 20 years of Yellow Pages and interactive agency experience.

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Previously, he was SVP of channel management and marketing at Fathom Online, a search engine marketing firm. Before that, he was EVP of Wahlstrom Group and president of Wahlstrom Interactive, a division of Interpublic Group. Stewart is the vertical expert on local search for SearchEngineWatch.com.

Jamie Stone

VP, Advertising Solutions Resolution Media Jamie Stone is responsible for overseeing all aspects of paid media for Resolution Media. She manages the strategic insights, vertical assessment, delivery management, and planning process for the company’s North American and international client base. Stone is responsible for expanding Resolution Media’s presence and offerings within the industry as well as providing thought leadership to customers and prospects. She is also leading the Omnicom Media Group exchange-based advertising practice. Stone is an accomplished search marketer and frequent event speaker, boasting over 10 years of industry experience. Previously, she was director of paid search marketing for iCrossing. Stone holds a dual degree from Michigan State University in business and communications.

David Szetela CEO Clix Marketing

David is owner and CEO of Clix Marketing, one of the few agencies that specializes exclusively in pay-per-click (PPC) advertising and is paid according to performance. Clix creates and optimizes clients’ Google AdWords, Yahoo Search Marketing, and Microsoft adCenter advertising campaigns. Szetela’s 25-plus-year career — he’s worked for small magazine publishers, Apple Computer, and Ziff-Davis Publishing — has provided him deep experience in direct response marketing. He is one of the authors of SEMPO’s advanced search advertising course, and he’s a columnist for Search Engine Watch. He’s a frequent speaker at search and advertising industry events like Search Engine Strategies, SMX, PPC Summit, and MarketingSherpa Summit. He also hosts a weekly radio show, “PPC Rockstars,” distributed by Webmasterradio.fm and iTunes.

Shari Thurow

Founder & SEO Director Omni Marketing Interactive Shari Thurow is the founder and search engine optimization (SEO) director at Omni Marketing Interactive, a full-service SEO, web design, and website usability firm. Shari has designed and promoted websites since 1995, and is outsourced to many firms worldwide. Clients include Yahoo, Microsoft, America Online, ABC News, HSBC, Expedia, National Cancer Institute, and WebMD. As a pioneer in the area of search engine-friendly website design, she is the author of Search Engine Visibility (www.searchenginesbook. com), which has been translated into French, Japanese, Korean, and Polish. Her forthcoming book, When Search Meets Web Usability, is due to be released in 2009. Omni Marketing Interactive has been featured in many publications, including The New York Times.

Dana Todd CMO Newsforce

Dana Todd has had an illustrious career in Internet marketing thus far, cutting her teeth leading interactive agencies (Bien Logic, SiteLab); starting and leading the Search Engine Marketing Professional Organization (SEMPO); and now launching a new ad network category that combines PR and advertising. Newsforce Network, the world’s first and largest premium news network, serves “storytelling media” into the ad space of hundreds of topname news sites, such as LA Times, Chicago Tribune, Newsweek,

Brian Ussery

Director of SEO Search Discovery Brian is one of the world’s foremost authorities on SEO, especially issues related to SEO for Flash. He is a top contributor on Google Webmaster Central, moderator for Google Issues on SearchEngineWatch.com, and SES groups administrator on Facebook, LinkedIn, and Twitter. In addition to his own top-ranked “beu blog” and the SearchEngineWatch.com Blog, Brian is a frequent contributor on Blogoscoped.com. Away from SEO, Brian is an official artist for the University of Georgia and is authorized by Nike and the Collegiate Licensing Company, a consortium that consists of more than 200 colleges and universities, bowl games, conferences, the NCAA, Final Four, College World Series, and Heisman Trophy Award.

Matt Van Wagner President Find Me Faster

Matt is a seasoned sales and marketing professional specializing in search engine marketing strategies for small and medium-sized companies in New Hampshire, Maine, Massachusetts, and Vermont. An award-winning speaker whose presentations are usually as entertaining as they are informative, Matt is the president and founder of Find Me Faster, a search engine marketing firm based in Nashua, N.H., and an early member of SEMPO. He writes on Internet, search engines, and technology topics for the New Hampshire Business Review. Matt is a graduate of St. Lawrence University, Canton, N.Y. (B.S. in economics), with an MBA from Rivier College in Nashua, N.H.

Anna Maria Virzi Executive Editor ClickZ

Anna Maria Virzi joined ClickZ as executive editor in August 2007. Previously, she was executive editor at Ziff Davis Media’s Baseline magazine. She’s also held editorial posts at Forbes.com, Internet World, and The Connecticut Post, and received awards from American Business Media, the American Society of Business Publication Editors, and New England Associated Press.

Mike Volpe

VP of Inbound Marketing HubSpot Mike is a VP at HubSpot, an Internet marketing software startup, where he leads the company’s lead generation and branding strategy through inbound marketing, including blogging, search engine optimization, video marketing, and social media. Since Mike joined HubSpot, the company has grown from 12 to 1,400 customers, from five to 90 employees, and raised $17 million of venture capital. Mike is a cutting-edge B2B inbound marketer who speaks at numerous conferences and webinars, and hosts a weekly marketing video podcast called HubSpot TV. Before HubSpot, Mike worked as director of marketing operations at SolidWorks.

Billie Jo Waara

Director of Account Planning & Research Lawrence & Schiller Waara’s team focuses on account planning and primary audience research, which includes monitoring and measuring consumer insights from a variety of online communities. She has a deep knowledge of market research and social engagement platforms.

She has worked on product and market development projects across the country and across many verticals, including financial services, health care, education, travel, and entertainment. Previously, she was the director of the South Dakota Office of Tourism and led a number of award-winning digital partnerships and CRM initiatives.

Wister Walcott

Co-founder & VP of Products Marin Software Wister Walcott directs the development of Marin Search Marketer, a full-workflow paid search analysis and management application for search advertisers and agencies. He has extensive experience in marketing automation and software-as-a-service technologies at Siebel Systems (now Oracle), and large-scale data warehousing at Composite Software and Oracle Corp. Walcott served as VP of marketing at both Pilot Networks and Composite Software, where he was responsible for branding, outbound telemarketing, direct mail, and online marketing. He holds multiple U.S. patents and degrees in computer science and business from Harvard University.

Aaron Wall Founder SEO Book

Aaron Wall is a search engine marketer, blogger, and author. In 2008 he converted his website into the leading online SEO training program with a member support forum. His customers have included an array of organizations from leading nonprofits like PBS to Fortune 500 companies like Thomson Reuters. Having blogged for five years, worked on over 100 websites, sold 10,000-plus e-books, served more than 1,000 customers, and read thousands of pages about search and SEO, Aaron usually knows the answer to most SEO questions, or whom to ask when he does not.

Amanda Watlington Owner Searching for Profit

Amanda Watlington is owner of Searching for Profit, a search marketing consultancy focusing on the interaction of the consumer with businesses, using search engines, RSS, blogs, podcasting, or other new media to deliver their messages. An industry thought leader and an internationally-recognized speaker, Amanda has led sessions on search marketing, web strategy, and social media at Search Engine Strategies, Webmaster World, ad:Tech, and DMA. She shares her views of where search marketing is headed on her blog, Blogs and Feeds, and as a blogger for Search Engine Watch.

Frank Watson

CEO Kangamurra Media Frank has been involved with the web since it started. For the past five years, he headed SEM for FXCM. He’s worked with most of the major analytics companies and pioneered the ability to tie online marketing with offline conversion. He recently started his own marketing agency, Kangamurra Media. This new venture will keep him busy when he’s not editing the Search Engine Watch forums, blogging at authoritative sites, or developing some online community sites. Frank was one of the first 100 AdWords professionals and is on the Click Quality Council, working to diminish click fraud.

Todd “Turbo” Watson E-Relationship Manager IBM Software Group

Todd “Turbo” Watson currently serves as the e-relationship manager for IBM’s $19 billion software business. Now in his 18th year with IBM, Todd started his career helping to launch two SearchEngineStrategies.com § SES

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Speaker Bios

USA Today, and more. Newsforce provides a parallel voice for companies to have their brand stories heard alongside regular editorial, bypassing the need to convince journalists to write about them.

global customer magazines before making his way into the digital realm, where he first served as an electronic media communications specialist. In 1997, Todd led the development of the IBM e-business website. In 1998, he helped launch IBM’s award-winning “e-culture” campaign, for which IBM was named “best interactive marketer of the year” by Advertising Age. Todd frequently speaks at industry events, including ad:Tech, the AdWeek Marketing Computers Conference, and AAAA Media Conference.

Lori Weiman

CEO The Search Monitor Lori Weiman is CEO of The Search Monitor, whose software automates the monitoring of search results and social media websites to provide marketers with insight on competitors, keywords, ad copy, market share, trademark abuse, brand buzz, and affiliates. Lori has been creating products for SEM and SEO marketers since 2002. Prior to The Search Monitor, she co-founded KeywordMax.com (now a division of Digital River, Inc.), which provides campaign optimization software to SEM marketers and agencies. Lori started her career at Time Warner Cable as part of the team responsible for inventing on-demand television. She has held executive-level positions at several early-stage ventures, including Click Forensics, Webquarters, and Food.com. She holds a degree in business from Emory University, and a J.D. from the University of Baltimore School of Law.

Marty Weintraub President aimClear

Marty Weintraub is president of aimClear, an SEM agency with offices in Duluth and Minneapolis, Minn. aimClear provides traditional and social pay-per-click (PPC) management, organic optimization (SEO), and social media marketing services to national clients. Prior to founding aimClear, Marty held positions including creative director, CBS affiliate; unit director, Westmoreland Interactive; and nine years of solo search marketing practice. He writes for aimClearBlog, collective-thoughts, and the Search Engine Watch Blog. In the ’90s, Marty enjoyed international prominence as a recording artist, having written and produced 13 solo albums.

Jill Whalen

CEO HighRankings.com Jill Whalen is a pioneer in search engine optimization, beginning in the field in the early 1990s and founding High Rankings in 1995. Since that time, High Rankings has grown to be one of the preeminent SEO companies in the United States, working with hundreds of clients in more than 40 industries to enhance their presence through proven and dynamic search engine strategies that lead to increased traffic, more conversions, and enhanced sales. The company is committed to helping SMBs understand and implement techniques that maximize the potential of their websites. Expert consulting, website audit reports, and in-house SEO training classes are just a sampling of the services offered through High Rankings.

Speaker Bios

Debra Aho Williamson Senior Analyst eMarketer

Debra has been a keen observer of Internet marketing and advertising trends since 1993. At eMarketer, she focuses on social network marketing, word-of-mouth marketing, virtual worlds ,and targeting online marketing to key demographic groups, including kids and teens, college students, and women. Her speaking credits include presentations to the Word of Mouth Marketing Association, ad:Tech San Francisco, the IAB, and CBS. Earlier in her career, Debra was

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the founding executive editor of The Industry Standard, the first newsweekly for the Internet economy, and editor of Advertising Age’s interactive media and marketing section.

Paul Wilson

Chief Revenue Officer iProspect Paul is responsible for all revenue efforts from new iProspect clients and oversees the firm’s sales and business development teams. Wilson began his career in television advertising sales at WPHLTV in Philadelphia, and moved into sales management positions with Gannett Broadcasting and Tribune Broadcasting at stations in Washington, D.C. and Boston, Mass., respectively. Wilson started his interactive media career with America Online and later became VP of sales for Northern Light Technology. With over 20 years of successful sales and sales management experience in broadcast, interactive media, and search technology, Wilson has spoken at numerous events. He is a graduate of Georgetown University.

Chris Wine

Director of Product Marketing Marin Software Chris Wine is director of product marketing for Marin Software, where he is responsible for driving market positioning and strategy. He writes a regular column for Search Engine Land and contributes search-related articles to other online publications. He previously held management-level sales and product marketing positions at Kaseya, Verint, and CommerceOne.

Roger Wong

Product Manager Bing Travel Roger Wong manages the marketing strategy for the travel vertical within Bing. He’s also working on the monetization strategy for the site. Previously, he was a senior marketing manager with Farecast, Inc., and worked on travel client marketing at digital marketing agency Razorfish.

Aiko Yoshikawa

Sr. Product Manager, Convergence Yahoo! Advertising Products Group Aiko Yoshikawa is responsible for conversion-related products across the search and display advertising channels. She has over 10 years’ online experience, having worked at a variety of consumer Internet companies like AOL, iVillage, and HSN.com. She was previously manager of the SEO program for Yahoo Shopping, Travel & Local. Aiko holds an MBA from the MIT Sloan School of Management and an undergraduate degree from Harvard University.

Richard Zwicky Founder & CEO Enquisite

Richard has been involved in search marketing for 10 years, starting in the late 1990s. He started in the industry by managing the online campaigns for his own successful e-tail operation, which quickly led to developing Metamend, a leading search engine optimization firm that he co-founded in 2000. As CEO, he managed and led the optimization campaigns for web properties, including Fortune 500 sites. He split Metamend and Enquisite into separate companies in 2006. Today, he is leading Enquisite, which recently released its first products. Richard focuses on helping search marketers manage campaigns more easily and with greater success. He believes in long-term successful campaigns that are built from the ground up, and are never caught flat-footed by shifts in search engine algorithms or by regional variances in search user behavior.

Chicago 2009

New York 2010

Berlin 2009

Toronto 2010

London 2010

San Jose 2010

Dec. 7-10 Chicago Hilton

Nov. 24-25 Crowne Plaza

Feb. 16-18 Business Design Centre

March 22-26 Hilton New York

June 1-3 Sheraton Centre Toronto

Aug. 10-12 San Jose Convention Center

2009 Training Workshops New York, Sept. 9 Dallas, Oct. 12

Speaker Bios

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glossary advertising network: A service where ads are bought centrally through one company, and displayed on multiple websites that contract with that company for a share of revenue generated by ads served on their site. algorithm: The technology that a search engine uses to deliver results to a query. Search engines utilize several algorithms in tandem to deliver a page of search results or keyword-targeted search ads. anchor text: The clickable text part of a hyperlink. The text usually gives visitors or search engines important information on what the page being linked to is about. click through rate (CTR): The rate (expressed in a percentage) at which users click on an ad. This is calculated by dividing the total number of clicks by the total number of ad impressions. CTR is an important metric for Internet marketers to measure the performance of an ad campaign. content network: A group of websites that agree to show ads on their site, served by an ad network, in exchange for a share of the revenue generated by those ads. Examples include Google AdSense or the Yahoo Publisher Network. contextual advertising: Advertising that is targeted to a web page based on the page’s content, keywords, or category. Ads in most content networks are targeted contextually. cost per action (CPA): A form of advertising where payment is dependent upon an action that a user performs as a result of the ad. The action could be making a purchase, signing up for a newsletter, or asking for a follow-up call. An advertiser pays a set fee to the publisher based on the number of visitors who take action. Many affiliate programs use the CPA model. cost per click (CPC): Also called pay-per-click (PPC). A performance-based advertising model where the advertiser pays a set fee for every click on an ad. The majority of text ads sold by search engines are billed under the CPC model. cost per thousand (CPM): An ad model that charges advertisers every time an ad is displayed to a user, whether the user clicks on the ad or not. The fee is based on every 1,000 ad impressions (M is the Roman numeral for 1,000). Most display ads, such as banner ads, are sold by CPM. geo-targeting: Delivery of ads specific to the geographic location of the searcher. Geo-targeting allows the advertiser to specify where ads will or won’t be shown based on the searcher’s location, enabling more localized and personalized results. Googlebot: Google uses several user-agents to crawl and index content in the Google.com search engine. Googlebot describes all Google spiders. All Google bots begin with “Googlebot”;

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Below you will find commonly-used terms that every search marketer should know. Keep this list handy throughout the week! A

for example, Googlebot-Mobile: crawls pages for Google’s mobile index; Googlebot-Image: crawls pages for Google’s image index. inbound link: An inbound link is a hyperlink to a particular web page from an outside site, bringing traffic to that web page. Inbound links are an important element that most search engine algorithms use to measure the popularity of a web page. invisible web: A term that refers to the vast amount of information on the web that isn’t indexed by search engines. Coined in 1994 by Dr. Jill Ellsworth. keyword: A word or phrase entered into a search engine in an effort to get the search engine to return matching and relevant results. Many websites offer advertising targeted by keywords, so an ad will only show when a specific keyword is entered. link bait: Editorial content, often sensational in nature, posted on a web page and submitted to social media sites in hopes of building inbound links from other sites. Or, as Matt Cutts of Google says, “something interesting enough to catch people’s attention.” link building: The process of getting quality websites to link to your websites, in order to improve search engine rankings. Link building techniques can include buying links, reciprocal linking, or entering barter arrangements. meta tags: Information placed in the HTML header of a web page, providing information that is not visible to browsers, but can be used in varying degrees by search engines to index a page. Common meta tags used in search engine marketing are title, description, and keyword tags. pay per click (PPC): See cost per click (CPC). quality score: A score assigned by search engines that is calculated by measuring an ad’s clickthrough rate, analyzing the relevance of the landing page, and considering other factors used to determine the quality of a site and reward those of higher quality with top placement and lower bid requirements. Some factors that make up a quality score are historical keyword performance, the quality of an ad’s landing page, and other undisclosed attributes. All of the major search engines now use some form of quality score in their search ad algorithm. return on investment (ROI): The amount of money an advertiser earns from their ads compared to the amount of money the advertiser spends on their ads. search advertising: Also called paid search. An advertiser bids for the chance to have their ad display when a user searches for a given keyword. These are usually text ads, which are displayed

above or to the right of the algorithmic (organic) search results. Most search ads are sold by the PPC model, where the advertiser pays only when the user clicks on the ad or text link. search engine marketing (SEM): The process of building and marketing a site with the goal of improving its position in search engine results. SEM includes both search engine optimization (SEO) and search advertising, or paid search. search engine optimization (SEO): The process of making a site and its content highly relevant for both search engines and searchers. SEO includes technical tasks to make it easier for search engines to find and index a site for appropriate keywords, as well as marketing-focused tasks to make a site more appealing to users. Successful search marketing helps a site gain top positioning for relevant words and phrases. search engine results pages (SERPs): The page searchers see after they’ve entered their query into the search box. This page lists several web pages related to the searcher’s query, sorted by relevance. Increasingly, search engines are returning blended search results, which include images, videos, and results from specialty databases on their SERPs. social media: A category of sites based on user participation and user-generated content. They include social networking sites like LinkedIn or Facebook, social bookmarking sites like Del. icio.us, social news sites like Digg or Reddit, and other sites that are centered on user interaction. spider: A search engine spider is a program that crawls the web, visiting web pages to collect information to add to or update a search engine’s index. The major search engines on the web all have such a program, which is also known as a “crawler” or a “bot.” title tag: An HTML meta tag with text describing a specific web page. The title tag should contain strategic keywords for the page, since many search engines pay special attention to the title text when indexing pages. The title tag should also make sense to humans, since it is usually the text link to the page displayed in search engine results. universal search: Also known as blended, or federated search results, universal search pulls data from multiple databases to display on the same page. Results can include images, videos, and results from specialty databases like maps and local information, product information, or news stories. web 2.0: A term that refers to a supposed second generation of Internet-based services. These usually include tools that let people collaborate and share information online, such as social networking sites, wikis, communication tools, and folksonomies.

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