SES Magazine February 2010 by Incisive Media

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February 2010

Leveraging the Database of Intentions Free tools to perfect the timing and targeting of your online marketing campaign. page 32

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Leveraging the Database of Intentions As marketers who are analyzing search behavior, the “database of intentions” can be an excellent way to understand customer preferences, geographic differentiations, and valuable insights such as unaided brand recall. §

ARound the town: london

GLOSSARY Terms and acronyms every search marketer should know. §

4-5

9-13

VERTICAL PPC

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February 2010

Introduction to Search Marketing

Why the Fundamentals of SEO Are Far From ‘Basic’

Paid Search 101

Global Opportunity or International Black Hole?

Making Twitter Actually Work

Biddable Display: the New Search?

conference information

6 SEMA

Looking for things to do in London this week? Need a bank, pharmacy, or pub near the conference venue? Look no further — we’ve compiled a brief city guide to acclimate you. §

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E M OD E A LA B IL IN G E L)

(SE

columns

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

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

Sponsors & exhibitors Discover what all the organizations and companies at SES London have to offer.

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

Speaker bios Learn more about the speakers and session moderators.

The delivery of search results from a database to your browser seems complex, but when broken down, search results are the output of a little math and a lot of database work. §

Even if you won’t be at the front end of search engine optimisation, learn the correct ground rules so you’ll know what to look for, what to ask of agencies or employees, and what to be especially scared of. §

A detailed look at the core five core functions of paid search: account structure, keywords, creative, landing pages, and bid strategy. §

Too often, companies seek specialist help only after taking their website into new countries or languages. §

“Sure, Twitter can drive traffic nicely, but you just can’t make any money from it.” Nothing could be further from the truth. Here’s a checklist of issues to consider before you get started. § For too long, display advertising has been hamstrung by an antiquated method of trading that delays decisions, creates inefficiencies, and suppresses investment by advertisers. §

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Staff Matt McGowan Publisher, Head of U.S.

Mike Grehan VP, Global Content Director

Magazine Managing Editor Drew Eastmead Contributors Andy Atkins-Krüger, Jonathan Beeston, Dixon Jones, Avinash Kaushik, Judith Lewis, Jon Myers, Ralph Tegtmeier

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 London a makeover this year, with shorter sessions, more case studies, and a refreshed speaker

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

Mike Grehan SES Advisory Board Co-Chair

OPERATIONS Director, Operations Michele McDermott Operations Manager Dan Hoskins

lineup. Whether you’re new to the industry or an expert, we have created an educational 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.

Stewart Quealy SES Advisory Board Co-Chair

www.SearchEngineStrategies.com/london

Clickz & SEarch engine watch Executive Editor, ClickZ Director, SEW Managing Editor, News Senior Editor, News Staff Writer Staff Writer Copy Editor

Anna Maria Virzi Jonathan Allen Zach Rodgers Kate Kaye Christopher Heine Jack Marshall Caitlin Rossman

SES Advisory Board

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

SALES & MARKETING Sales Directors 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

Matthew Bailey President SiteLogic

Andrew Goodman Principal Page Zero Media

Lee Odden CEO TopRank Online Marketing

Mikel Chertudi VP, Demand & Online Marketing Omniture

Mike Grehan, Co-Chair VP & Global Content Director Incisive Media

Pauline Ores Sr. Marketing Mgr, Social Media IBM Corporation

Brett Crosby Group PPM Google

Bill Hunt President Back Azimuth Consulting

Stewart Quealy, Co-Chair VP, Content Development Incisive Media

Bryan Eisenberg Bestselling author bryaneisenberg.com

Anne Kennedy Managing Partner Beyond Ink

Erica Schmidt Global Search Director Isobar

Jeff Ferguson Sr. Director, Online Marketing Local.com

John Marshall CTO Market Motive

Crispin Sheridan Sr. Director of Search Marketing Strategy, SAP Marketing

CORPORATE Chief Executive Tim Weller Group Managing Director James Hanbury

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the Leveragingof Database Intentions

the timing to perfect online Free tools of your . page 32 and targeting campaign marketing IN SI DE BROCHURE

SE S

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to you by

YOUR

GUIDE

SES London 15-19 February,

Design 2010 | Business

e Agenda 4-5 6 Floor Plan 9-13 Sponsors

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SNEAK

H 22 -2 6

PREVIEW

SES New York *Use your

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above to SAVE

15%

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AdReady.............................................................. 38 Ask Sponsored Listings........................................ 14 Bing....................................................................... 3 Bruce Clay........................................................... C3 Facebook............................................................... 7 iContact............................................................... 26 Indus Net Technologies........................................ C2 iProspect............................................................. 21

Advertiser

Page

Linkshare Corporation............................................ 8 LocalSplash.com................................................. 41 PRWeb................................................................. 51 The Search Monitor............................................. 24 topseos.com........................................................ 11 Website Magazine............................................... 47 Website Optimization........................................... 22 Wiley Publishing.................................................. C4

EXPLORE Images Videos Shopping News Maps Travel History Visual Search

Crunchies Award Winner: Best New Startup or Product of 2009 TechCrunch - January, 2009 You dream it. We deliver it.

advertising.microsoft.com

Agenda

Day 1: Tuesday, 16 February Track Location

Search Fundamentals Room DF

Search Analytics Auditorium

7:30a-5:30p

Registration

8-9a

Morning Coffee Conference Welcome & Keynote: Avinash Kaushik, “Be Awesome: Approach Search Analytics Differently” — Auditorium

9-10:15a 10:15-10:45a 10:45-11:45a

Grand Opening of the Expo Hall (open 10a-6:45p) Introduction to Search Engine Marketing

11:45a-12:45p 12:45-1:45p

Introduction to Conversion Optimisation

Sponsored SessioN

Link Building: Methods & Risks

WeBuildPages Internet Marketing Services

This isn’t your grandma’s link building session. Jim has been an industry leader in the area of link building for over 10 years as the founder and CEO of We Build Pages. Jim also won the search engine journal’s “Best Link Building Blog” in 2006 and 2007, although he rarely blogs anymore. Jim has seen and done it all when it comes to link building, and he knows which links affect search engine rankings, and the types of risks involved in certain types of link building. If higher search engine rankings are a major focus of yours, this is a must attend session. Speaker § Jim Boykin, CEO & Link-Building Ninja, We Build Pages Internet Marketing Services

3:15-4:15p fundamentals

Best Practices in Offshore Outsourcing for Digital Marketing Offshore outsourcing has been one of the biggest change elements of the last decade, making the world flatter and more competitive. Businesses that mastered the process rose to new heights. The ones who could not are trying to understand the concept and implement the same. Digital marketing has been another major change agent of the last decade, so much that it surpassed traditional advertising medium in the U.K. in 2009 for the first time. The confluence of the two — offshore outsourcing of digital marketing — can be a great enabler. It is equally important for enterprises and digital marketing agencies. Attend this session, and you will learn the secrets of how to make offshore outsourcing work in the field of digital marketing. Moderator § John Marshall, SES Advisory Board & CTO, Market Motive Speakers § Abhishek Rungta, Founder/CEO, Indus Net Technologies § François Planque, Affiliate SEO, seofrancois.com

SearchEngineStrategies.com § SES

Sessions

§ Room DF § Room A § Auditorium

Wednesday

§ Room DF § Room A § Auditorium

Beyond the Crawlers

Pushing Content Via XML, RSS &amps Site Maps

New Affiliate Opportunities & Strategies

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 optimisation.

If you’re looking to become an affiliate for the first time, you can’t afford to miss these affiliate marketing tips, tricks, and techniques. Designed to help you navigate various affiliate programs and understand the inherent difficulties of being an affiliate, this session will cover commissioned-based “click-through” programs, managing product feeds, choosing a niche, and more. Part art and part science, with affiliate marketing there are no products to develop, no warehouse, and no orders to process or refund. Sound too good to be true? Join us and learn what it takes to become a successful affiliate.

Moderator § David Szetela, CEO, Clix Marketing Speakers § Sante Achille, Consultant, Sante J Achille § Mikkel deMib Svendsen, Creative Director, deMib.com

Search & Social

Social Media Meets Party Politics How will digital strategies and tactics popularized by the 2008 U.S. presidential election translate to the 2010 election in Britain? Will Internet marketing have an impact in this year’s British election as great as it did in the U.S. in 2008? How do the approaches taken by labour, the conservatives, and the liberal democrats differ from what we’ve seen elsewhere? We’ll help answer those questions in our discussion with representatives of those three parties’ digital campaigns. Expect a lively, free-flowing discussion about how the parties are using search and display advertising, social media, and other digital tools, techniques, and platforms — and how they’re measuring the results of their efforts. Moderator § Kate Kaye, Senior Editor, ClickZ News

Moderator § Dixon Jones, Managing Director, Receptional LTD Speakers § Judith Lewis, Search Director, i-level § Paul Reilly, Head of Search, Stickyeyes § Matthew Wood, Founder, a4uexpo

Search & Social

Social Media & the Marketing Mix In the last year, social media has seen a meteoric rise in exposure, ploughing itself into the U.K.’s vernacular and psyche through mainstream media attention. Whether it’s Stephen Fry’s 1 million Twitter followers or Celebrity X getting dumped on Facebook, marketers around the globe have seen beyond the hype and have started to really understand its power. If social media is the tool, then social media marketing is the discipline. Whether you start the conversation with your audience on Twitter, Facebook, or elsewhere, your campaign must resonate throughout your entire marketing strategy. Hear from leading experts who’ll help you create lasting, meaningful consumer connections through integrated social media marketing tactics. Moderator § Mel Carson, adCenter Community Mgr, Europe, Microsoft adCenter

Sessions

Speakers § Crispin Sheridan, Sr. Director of Search Marketing Strategy, SAP Marketing § Bas van den Beld, Search Strategist, NetTraject/ Searchcowboys § Marco Corsaro, Managing Director, 77Agency Ltd § Anders Hjorth, CEO, Outrider

4:30-5:30p fundamentals

Developing Great Content Without meaningful content and compelling copy, your website is not grabbing the attention it deserves. In this session, we’ll explore a diverse range of web content development strategies along with innovative techniques for dramatically boosting the visibility and interactive appeal of your site. From SEO copywriting tips that encourage consumers to click to persuasive design strategies that turn browsers into buyers, it’s all about improving the end user’s experience through superior content. Moderator § Matthew Bailey, SES Advisory Board & President, Site Logic Marketing Speakers § Jonathan Allen, Director, SearchEngineWatch.com § Heather Lloyd-Martin, CEO, SuccessWorks § Greg Jarboe, President & Co-founder, SEO-PR § Amanda Davie, Co-Founder & Director, Reform Digital Limited

SES § February 2010 {London}

5:45p Discussion — Location TBD Black Hat/White Hat Unconferenced Search engines provide guidelines to protect their algorithms and the integrity of their results. But these are not laws; they are what they are — guidelines. Do we really have to stick to them? What if we find a loophole that yields better results? The likelihood is that the whitehat practitioners may find a black hat standing on their heads and pushing them down the charts. With search and social being strongly tied together, there are many creative ways to circumnavigate the guidelines. Should anyone care anymore whether it’s black hat or white hat? Join us for a first-time and unique session at SES London, in the hotel bar. The soapbox will be available for select speakers to make their cases, and then the audience takes over — all with a glass of your favourite beverage in hand, of course. Moderators § Matt McGowan, Publisher, Head of U.S., Incisive Media § Mike Grehan, SES Advisory Board Co-Chair & VP, Global Content Director, Incisive Media

Sessions SearchEngineStrategies.com ยง SES

Day 3: Thursday, 18 February 9-10a

Geek Speak

Introduction to Information Retrieval on the Web

Morning Keynote Social Media Metrics Today, social media is where the World Wide Web was in 1995. Everybody’s talking about it, but best practices are far and few between. We know it’s important, valuable, and catching on. What we don’t know yet is how to measure the business results of our business investments in this new communication medium. Jim Sterne, founder of the eMetrics Marketing Optimization Summit and current chairman of the Web Analytics Association, tackles this subject head on and reveals what he’s written in his seventh book on using the Internet for marketing. Reach? Frequency? Traffic? Yes — plus influence, sentiment analysis, and a whole new way of measuring marketing. Keynote Speaker § Jim Sterne, Chairman, Web Analytics Association & Founder, eMetrics Marketing Optimization Summit

This session could well be entitled “how search engines work,” as it delves into the methods used by crawler-based search engines such as Google. Understanding how search engines gather information from billions of documents and index them is essential knowledge for search engine marketers. And having a much better understanding of how hyperlink-based ranking algorithms such as Google’s PageRank work goes a long way toward helping you develop a solid linking strategy. Find out how search engine crawlers work, how keywords are weighted and indexed, how hyperlink-based ranking algorithms work, how end user behavior can affect ranking, and how to futureproof your search marketing strategy in a new decade of search. It’s all broken down into simple-to-understand terms and analogies. Introduction § Bryan Eisenberg, SES Advisory Board & New York Times bestselling author, bryaneisenberg.com Solo presentation § Mike Grehan, SES Advisory Board Co-Chair & VP, Global Content Director, Incisive Media

10:15-11:15a Advanced PPC

Clinics

Search Advertising Tools

Crossing Borders: Global Site Clinic

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 between success and failure. Are there tools you could be using right now to help double your conversions, lower your costs, or save your team hours of time every 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.

Going global with a brand is one of the key challenges facing search marketers today. Non-English, multi currency, and dealing with symbols (double byte) are the first stumbling blocks. So, if you are running an international search campaign Se re la e t across a multitude of diverse markets and cultures, ar tic e d p. 3 l e then you can’t afford to miss this opportunity to get 0 your website reviewed live by a panel of search engine marketing experts who really do think globally. Bring your business cards to the moderator at the beginning of the session, and get concrete advice on ways to improve your site’s SEO — ASAP.

Moderator § Andrew Goodman, SES Advisory Board & Principal, Page Zero Media

Sessions

§ Auditorium § Room A § Room DF

Speakers § Thomas Bindl, Founder & CEO, Refined Labs GmbH § Constance “Connie” Stack, VP, Sales & Marketing, WordStream § Paulo Maranhao, Search Media Strategist, Microsoft § Kristjan Mar Hauksson, Director Search & Online Comm/ Managing Partner, Nordic eMarketing

higher traffic

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search engine marketing adaptive conversion opt Web performance tuning

WebsiteOptimization.com 877-SITEOPT (877-748-3678) 22

SES § February 2010 {London}

Moderator § Jeff Ferguson, SES Advisory Board & Senior Director, Online Marketing, Local.com Speakers § Motoko Hunt, Founder, Japanese Search Marketing Strategist, AJPR LLC § Andy Atkins-Krüger, Managing Director, WebCertain

11:30a-12:30p Advanced PPC

Advanced Paid Search Techniques 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.

Se re la e t ar tic e d p. 2 l e 9

Moderator § John Marshall, SES Advisory Board & CTO, Market Motive

Andy King Author

Speakers § Andrew Goodman, SES Advisory Board & Principal, Page Zero Media § David Szetela, CEO, Clix Marketing § Jon Myers, Head of Search/Associate Director, Mediavest

§ Auditorium § Room A § Room DF Geek Speak

Duplicate Content & Multiple Site Issues More and more site owners are concerned that they might get penalized accidentally or overtly because of duplicate content. If you run mirror sites, will search engines ban you? If you have listings that are similar in nature, is that an issue? What happens if you syndicate content through RSS and feeds? Will other sites be considered the “real” site and rob you of a rightful place in the search results? This session looks at the issues and explores solutions. Moderator § Anne Kennedy, Founder & MP, Beyond Ink, FP & CMO, Joblr.net Speakers § Matt Paines, MD, XSEO § Mikkel deMib Svendsen, Creative Director, deMib.com § Ralph Tegtmeier, aka, Fantomaster § Shari Thurow, Founder & SEO Director, Omni Marketing Interactive

Thursday

2:45-3:45p Advanced PPC

Why Does Search Get all the Credit? My search campaign generated $400 million in sales. So did my organic campaign. But my analytics is telling me that my display campaign generated $400 million, too. The problem is I only made $200 million last year. Which statistic should I believe, or should I dismiss them all? This session will focus exclusively on gaining a better understanding of how, when, and where to attribute revenue gains. Moderator § Neil Mason, Director of Analytical Consulting, Foviance applied insights Speakers § Adam Goldberg, Chief Innovation Officer, ClearSaleing § Marcelo Sant’Iago, Managing Director, iProspect

Geek Speak Clinics

Augmented Reality: It’s a Brave New World

Tough Love: Get Your Site Tuned Up!

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.

This interactive session will take volunteers from the audience who would like to have their sites reviewed by two of the industry’s top experts. They may not be gentle but you will love the end results. Moderator § Massimo Burgio, Founder & Chief Strategist, Global Search Interactive Speakers § Erica Schmidt, SES Advisory Board & Global Search Director, iProspect § David Naylor, SEO, Bronco

Moderator § Jonathan Mendez, Founder & CEO, RAMP Digital Speaker § Cindy Krum, Chief Executive Officer, Rank-Mobile, LLC

Clinics

Paid Search Site Clinic

Keynote Panel Paid Search, Content Networks, & Display Predominantly discussing the continually evolving pay-per-click space in the U.K., this panel also looks at broader opportunities. Having progressed from a basic “Dutch auction” type of service, pay-per-click advertising now includes content networks, where paid search ads are placed on third-party websites. AdSense may be the biggest of these types of networks. How do you get the best out of a combination of pay-per-click at the search engine interface as well as reaching out into the content network? Plus, you can place display ads in the content network. Does this provide more clicks and sales? Or is it purely about branding? And as display adverting moves from a CPM model to CPC model, how do we best integrate display and text ads? Of course, quality score is bound to creep in and out of the conversation. Learn from a panel of seasoned practitioners. Moderator § Jon Myers, Head of Search/Associate Director, Mediavest Speakers § Duncan Fisher, Head of Paid Search, Latitude § Ciaran Norris, Director, Search, Affiliate & Social Media, Altogether Digital § Julie Warburton, Client Service Director, Microsoft Advertising (UK) § Tom Jones, Head of Media, iCrossing

Moderator § Anne Kennedy, Founder & MP, Beyond Ink, FP & CMO, Joblr.net Speakers § Andrew Goodman, SES Advisory Board & Principal, Page Zero Media § David Szetela, CEO, Clix Marketing

4:15-5:15p Advanced PPC

Search Becomes the Display OS With the continued decline in display performance, some believe the only thing that will save display advertising is making it more like search. We’ll explore leading-edge ideas and provide some early case studies on these ads that are not only search applications themselves but that can be purchased and targeted based on keyword. Speakers § Jonathan Mendez, Founder & CEO, RAMP Digital § James Sandoval, Founder & Managing Director, Invizua Limited § Dax Hamman, VP of Display Media, iCrossing § Sacha Berlik, Founder & CEO, mexad SearchEngineStrategies.com § SES

Sessions

1:30-2:30p

If paid search is part of your online marketing campaign, then you can’t afford to miss this opportunity to have your website reviewed live by a panel of paid search veterans. Whether you advertise with Google AdWords, Yahoo Search Marketing, or Microsoft adCenter, our experts have the tips and advice to improve your cost-per-click (CPC) or pay-per-click (PPC) success. Be sure to bring your business cards because it doesn’t get more interactive than this.

Geek Speak

Clinics

Automating Twitter

Conversion Site Clinic

Within the dramatically expanding social network space, Twitter has become a darling ever since major companies like Dell publicized how many millions of dollars they’re actually making via this 140-characters-is-enough microblogging platform. Of course, the real question is how to bring your message across this huge stream of endless tweets and how to actually be heard Se re la e in an ocean of white noise without breaking the bank. t ar tic e d Obviously, automation is key here — but it does require p. 3 l e 4 a lot of insight into the mechanics of Twitter and online conversations: Which automation tools to use? How can you prevent your account from being banned? Treading the fine line between ripping success and utter failure — it’s about the right kind of credible interaction. Learn why subtle, “suggestive marketing” works best on Twitter — and how to automate that effectively, too. Plus, effective strategies to outpace your competitors.

There are many companies out there for which traffic is not a problem. 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?

Moderator § Cindy Krum, CEO, Rank-Mobile, LLC Speaker § Ralph Tegtmeier, aka, Fantomaster § Paul Madden, Owner, Crea8 New Media § Tracy Falke, Social Media Specialist, Freestyle Interactive § Pierre Far, Ph.D., SEO & Web Analytics Specialist, pierrefar.com A

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

Sessions

SearchEngineStrategies.com

SES § February 2010 {London}

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 § Matthew Bailey, SES Advisory Board & President, Site Logic Marketing Speakers § Steve Jackson, Director of Business Insights, Kwantic Oy § Mark Simpson, Founder & Managing Director, maxymiser

Online Marketing Summit: Monday, 15 February Case Studies & Success Stories

Fundamentals: “How to” Best Practices Room D-G

Room A 7:30-5:45p

Registration Morning Keynote: Is Social Media the Future of Search

9-10:15a 10:15-11:30a

Unlocking the Brand Potential of your E-mail Campaigns

Website Conversion & Usability Best Practices

11:30a-12:30p

7 Proven Tactics to Increase Response for Your E-mail Campaigns

Lead Generation Machines

12:30-1:15p

Lunch

1:15-2:30p

Integrated Marketing Strategy Case Study

Social Media Best Practices for Marketers Inside the Brand

2:45-3:30p

Social Media Case Study

Business Tweeting: I think Twitter is working, but I can’t prove it!

3:45-4:30p

Customer Experience Case Study

Online Advertising

4:30-5:30p 6-10p

Keynote Panel: Big Brands and Their Biggest Plans Yet! Happy Hour Cocktails - SES London meet & greet

For more information about these sessions, visit SearchEngineStrategies.com/london/oms-day.php

Tuesday, 16 February, 1-5 p.m. | Executive Center

IDM: Advanced Techniques for a Successful SEO Programme Part I: SEO Architecture This session will introduce the key principles of one of the most overlooked requirements for a successful SEO programme — focusing on how a site needs to be structured to maximise page rank distribution and search engine accessibility. Part II: Advanced Link-Building Principles How search engines assess and value links is the most rapidly evolving part of search engine algorithms. In this session, link-building theories will be introduced to add a scientific rationale to how a link-building programme should be executed. More information SearchEngineStrategies.com/ london/training-partnered.php

Tuesday, 16 February, 4:30-5:30 p.m. | Room A

IAB Power Hour: Advanced Search Tips

The IAB Search Council, the U.K.’s leading body for search marketing education and expertise, brings industry-approved advice in bite-sized sessions. The IAB is the trade body for the digital marketing industry, with members including the search engines (Bing, Google, Yahoo), agencies, and advertisers. We recommend this session for marketers wishing to get the most out of search marketing. More information SearchEngineStrategies.com/ london/special-events.php

SES Search Training Workshops: Friday, 19 February Rooms B & C SES presents search engine marketing (SEM/SEO) training. These intensive workshops will provide you with the tools and hands-on exposure you need to become — and remain — a top performer in your field. 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 for in-depth training in a small class setting. Training can be taken in addition to the SES London conference or independently, as workshops take place on the Friday following the event. For more information: SearchEngineStrategies.com/london/training.php

is larger and more diverse than many think. What began as a small video sharing site has evolved into a platform fit for the Queen of England. Instructor § Greg Jarboe, President & Co-Founder, SEO-PR

Search & Analytics Analytics are a gold mine of information. The results of your campaigns, effectiveness of the website, and the efficiency of your rankings can all be measured. Transform your business and see exactly “what’s going on” within your website.

Workshops include:

Instructor § Matt Bailey, President, SiteLogic

Search Engine Optimisation (SEO)

Mobile Marketing 101

A search-engine friendly website is a user-friendly, search-friendly, and persuasive site that converts visitors into buyers. For a site to be search-engine friendly, it must meet the terms and conditions set forth by the search engines (Google, Yahoo, Bing, Ask, etc.) Additionally, the site must satisfy the needs of site visitors. Instructor § Shari Thurow, Founder & SEO Director, Omni Marketing Interactive

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 email. You will learn what you need to know to develop, launch and track a mobile marketing strategy. Instructor § Cindy Krum, CEO, Rank-Mobile

YouTube & Video Marketing YouTube is popular with British users, with over 14.6 million visitors every month. In fact, more Brits visit YouTube than watch the World Cup. And with just as many people over 55 as under 18, YouTube’s audience

SearchEngineStrategies.com § SES

Sessions

Other Events

ARE YOU A CONNECTED BRAND?

FIND OUT USING OUR CONNECTED BRANDS SCORECARD.

iCrossing’s new Connected Brands Scorecard is a first-of-its-kind measurement tool used to analyze a brand’s presence in networks. It helps brands understand how well they are performing in the digital world, and identifies opportunities for enhancing marketing performance. Stop by and see us at SES New York, booth 1004, to find out more about our Connected Brands Scorecard and pick up a copy our latest research report, the Connected Brands Index. Or download a copy on our site: www.icrossing.com/research

Find out more at www.icrossing.com Follow us at www.twitter.com/icrossing Become a fan at www.facebook.com/icrossing

SES § February 2010 {London}

FOCUS: getting started §

Introduction to Search Marketing want to find what you’re offering on your earch marketing can seem like web page. Both paid and organic techniques an occult science — part math, rely heavily on keyword relevancy, or how part art, part psychic ability. The good a match a word is to a query. The words truth is far more mundane, with on the page are a strong indicator of what search marketing based within the page is about. The words related to the both the realm of marketing and the discitheme of the page are called “semantically pline of maths and science. The delivery related” and help increase the relevancy of of search results from a database to your the words on the page to a central theme. browser seems complex and unfathomable The amount that is paid at auction per click when taken as a whole. But when broken is partly determined by market forces and down, search results are the output of a little partly determined by the relevancy of the math and a lot of database work. words being bid on to the words on the page. Some search engines like Google, Yahoo, The calculations made to determine Ask, and Bing run their own secret mathhow much each click, on each ad, for each ematical formulas to determine the best keyword being bid on costs, is based around result for a search query. This secret formula relevancy. With paid is called the algorithm. search, the more releEach of these four SEO can help reduce vant the content on search engines has PPC costs. the landing page, the its own algorithm to less a click costs to the calculate how relevant advertiser. There are, of course, a number of a page is to the words someone searches for. factors that help determine the relevancy of The math may be complex and the variables keyword bid to the searcher’s intent, all of large in number, but every paid and natural which determines cost. search marketer must try and understand Each page of a website should be targeted their part of it. Both paid and natural search toward a single theme for SEO purposes. rely on their own algorithms to deliver releThere are occasions when this is not going vant results. to be the case, such as index pages, top-level Search engines use an automatic program category pages, and list pages. The landing called a spider, or bot, which visits websites. page for a PPC keyword should be a page The information that the spider retrieves is that is also highly relevant. Someone clickput into an archive — a complex database ing on a search result for backpacks would called the index. This database stores much not be pleased to land on a page for winter more information than is ever returned in coats, or even a top-level navigation page. search results, since most search engines flag Once the search has been completed, a user the content of pages that are of low value, expects the click to take him to the relevant such as duplicate or dangerous content that page. This is the same for organic search won’t be delivered in the results. results. It will be difficult to get a page to Search marketing includes two ways of rank for “chocolate truffles” if the words are delivering a message through a search result: not used on the page. organic search optimisation, often referred Paid search ads need balance as well. to as search engine optimisation (SEO), and The words used, the call to action, how paid search marketing, often called pay per the eye scans the ad, and language all need click (PPC). The foundation of both adverto be optimised. There is a great deal of tising techniques is keyword research. psychology behind the creation of ads, and Keyword research is the art/science of it is through understanding the possibilistudying the words people use when they ties available within the limitations of the Want to learn more? medium that success can be found. Judith will be speaking at the On-page SEO needs to be balanced, too. “Introduction to Search Engine Marketing” SEO is often slow to achieve the desired session on Tuesday at 10:45 a.m. Learn more: results, can at times be more competitive, SearchEngineStrategies.com/london and requires significant effort in managing

By Judith Lewis all aspects of ranking. There are apparently around 200 factors that go into ranking a web page. The SEO you deploy on each page has an effect on the site as a whole. Paid search can fill in the gaps where SEO needs to be perfected. Paid search is one of the best tools in your online Display ad impressions marketing arsenal. among financial services It can be utilised companies dropped 26 to advertise timed percent month-over-month during November 2009. specials, target Source: Nielsen Online keywords not yet A Learn more at ClickZ Stats. optimised for, and expand the control over the targeted marketing message delivered. For example, a single page may have one organic marketing message shown in the SERPs and a different one in paid search. Likewise, SEO can help reduce PPC costs. This is perhaps the most important point of any campaign and yet often the most overlooked. There is a way to reduce online paid advertising costs to your business by optimising your website and your paid search campaigns. By doing these things correctly, you could see a reduction of 90 percent in PPC costs. While not everyone will see this kind of dramatic savings, by doing your on-page SEO correctly (and structuring your paid search correctly, too), it could bring down your paid search costs. Search engine marketing, while a complex discipline, is part math, part psychology, part marketing, and part creativity. Broken down like this, it becomes easier to understand and easier to learn. By attending the relevant sessions, this seemingly dark art will be illuminated. From “Introduction to Search Marketing” through the rest of the sessions and the site clinics, there is much insight to be found at SES London. §

-26%

Judith Lewis is a search director at i-level, Europe’s largest digital communications agency. She also blogs for SEO Chicks, writes a regular column for Technology Weekly, and tweets about search and chocolate. @judithlewis

SearchEngineStrategies.com § SES

§ FOCUS: getting started

Why the Fundamentals of SEO Are Far From ‘Basic’ By Dixon Jones

influence, enhance, or focus organic from enerally, there are two search. Even the word “optimised” has a types of traffic from a problem. In the United State, the promisearch engine: Traffic for nent spelling is with a “z.” which you actively pay the The fundamentals of search engine search engine (advertising), optimisation, then, are far from “basic” and traffic that the search engine sends at their core. Any specialist in this field you because it felt the user was looking will tend to sit at conferences, telling tale for you. If you didn’t pay for this visitor, after tale of clients the industry calls it “organic” traffic, and Build sites that can develop that maintain imposit accounts for most over time and feed search sible or unrealistic expectations, without of the traffic from the engines what they crave taking the time to search engines. most: data, information, listen to the very real Over the years, an and knowledge. and very safe ways industry has developed of improving your which has perhaps opportunities for winning new business erroneously been called “search engine through the search engines. After all, if optimisation” — the art or science of most of the traffic from the search engines generating organic traffic to your website is not monetized, doesn’t that indicate that from search engines. It can be incredibly proportionally most of your search engine powerful stuff, but a layperson trying to ad spend should be allocated to influencunderstand this alchemy from untrained ing the non-monetised traffic? I believe friends and family — or indeed websites that for the most successful companies, without foundation — would fall prey to this is undoubtedly the case. They build many misconceptions. The danger is that businesses and marketing plans that touch a little knowledge can often be worse than search engines in unexpected ways. But no knowledge. But if you learn the correct way before all this, they build their web ground rules, then even if you aren’t going presence using sound building blocks. to be at the front end of search engine optiThey use web architectures that do not misation, at least you’ll know what to look make themselves inadvertently blind to the for, what to ask of agencies or employees, search engines. They build sites that can and what to be especially scared of. develop over time to feed a search engine The first danger is to assume that every rather than starve it of the thing it craves site can still be truly “optimised” for most — data, information, and knowledge. search. Ten years ago, when the phrase A banker does not claim to be an was born, a website — or more accuaccountant, and an accountant will rarely rately, a web “page” — might have been see a trading room floor. Yet they both optimised for search. But in 2010, the best measure money, right? How many of that the industry can offer is the ability to us have been asked to look at a friend’s computer which faces the “blue screen of Want to learn more? death,” even though we may be far from Dixon will be moderating the “Introduction qualified to do anything more than hold to Search Engine Optimisation” session on down the “off” button until the screen Tuesday at 2:15 p.m. For more information, visit disappears? The words “fundamental” and SearchEngineStrategies.com/london “basic” are far from analogous, and it is the

SES § February 2010 {London}

well-trained programmers and the accomplished creative designers who will get the most out of a foundation session on search engine optimisation. What drives the very few remaining search engines is not a quest to return “your” web page. It is a quest to feed the user with a sense of relevancy and a sense of productivity. Google’s stated quest is to “organize the world’s information” — although Google made it clear in 2009 that it wanted to do this under its own terms. Yet most of the web traffic from Google is not monetized by Google. What truly motivates them? And how can you return the balance of probability back in your favour over a competitor’s when it comes to Google deciding which site to direct its users to? Two pages on the Internet can say exactly the same thing. Yet a modern search engine is likely to show the user one and bury the other. It is rarely a personal vendetta by the search engine. Very few sites get actively or manually penalized. The results are displayed only after a myriad of automated decisions, counter-decisions, and probability algorithms come together. These days, another user will see an entirely different result. Change your web browser from a PC to an iPhone, and the results could entirely change again. The “fundamentals” of search engine optimisation are not hard to grasp, so it’s alarming to see so many people disregard them in their quest for the stars. Attend some of SES London’s fundamentals sessions, including “SEO 101,” unless you genuinely know why you shouldn’t. § Dixon Jones is a founding director of Receptional Internet Marketing, a U.K. consultancy dedicated to best practice search engine optimisation and marketing. @receptional

FOCUS: getting started §

Paid Search 101 ’ve been doing the paid search game for more than 10 years now. While there are a myriad of wonderful PPC tools, analytics, and tracking options out there, it’s important to get the core functions right — a lot of people still don’t. PPC is all about “unity,” and it’s important that this is the case in all five areas of paid search, so let’s discuss them one by one.

Account Structure

Quite simply, this is the point of success or failure in a lot of respects. It’s easy these days to come up with a very large list of words, but the initial keyword research for account launch is only a starting point. Structure is critical, and you need to consider the industry sector or product base you are marketing to, and most of all, keep the structure relevant to this. Structure should either continuously evolve or be maximised after the initial launch period on an ongoing basis. Learn from the data: You might not get it right first time, but you will get a feel for it the more you do it. Always start the structure with a brand and non-brand split, but re-categorise and split main keywords into their own ad groups as you start to review the data. Most importantly, always think relevancy.

Keywords

As I mentioned, it’s easy to let Google’s tools generate a host of keywords and for you to then split them into relevant ad groups. But then how do you maximise their potential using the match options? This is what I would look to do from experience: exact match (all keywords) phrase match (all keywords) broad match (only major keywords, preferably in their own ad groups) Broad matching can be dangerous because expanded matching to irrelevant search queries does happen (thanks Google); also, broad matching across ad groups can affect analysis. It is important to negative match to broad, phrase, or exact, as required. On the other hand, this setup is very useful because it allows use of the Google “Search Query” tool for keyword research. Google states that 20 percent of queries it receives daily “have not been seen in the last 90 days” and that “broad match accounts for over 1/3 of worldwide clicks and conversions.” The process to follow: Use the “Search Query Report” on an ongoing basis; manage keywords and phrases from broad match to

By Jon Myers exact match to reduce CPC; and maintain maximum coverage in the market. Really, you have four options: already in account — no action required relevant, but not in account — add as exact match irrelevant — add as negative match already in account, but in a different ad group, which triggers the ad — add as negative exact match An extra layer to this is the newer addition of the Google SBKT “Search-Based Keyword Tool,” giving additional keyword research across PPC and SEO terms that would be added as exact match.

Creative

Landing Pages

This is your chance to sell from the SERP page, so get it right. Using three or four in rotation is an optimal amount. Consider brand, targeted, sales-focused, and dynamic keyword insertion (DKI). Automatic optimisation limits testing options and is not recommended as best practice, but may be the best option if testing is unlikely to happen on your account. With Google, you can either serve all ads the same amount of time, or allow Google to control them based on the best click-though rate (CTR), but remember high CTR does not mean higher sales. Granular categorisation allows targeted creative by ad group in the account. Target to landing pages wherever possible, and look at the creative your competitors are running — what’s working for them? PPC is a very deal/sales-focused environment, so great deals win. Third-party tools such as Adgooroo will allow you to see who is being aggressive on your keywords, how long they are in market, the position they take, the ads they are using, and the CTR they have. Since Google started including landing page relevance into the quality score metric, good SEO practice has started to come into the mix. The more relevant the page that the keyword and ad text link to, the more reward in a lower CPC you will get. A good landing page has two parts: It’s relevant and ties into your keyword and ad text. It is sales- and conversion-focused with a clear route to the end goal. Don’t let the size of accounts be a barrier to testing; it is not good practice to drive all

Want to learn more? Jon will introduce the paid search session on Wednesday at 2 p.m. He’ll also be speaking on two paid search panels on Thursday.

SearchEngineStrategies.com/london the traffic to the homepage. PPC is great because we know what users are looking for when they type keywords into Google, so let’s take them to a page that relates to what they’re looking for.

Bid Strategy

This will vary by account, follow this premise: Manage brand and non-brand separately. Also, be careful of the nuances between search and content networks — they are completely different. Brand should be uncapped on spend and with 100 percent exposure at all times. This is easily your cheapest acquisition area, so make good use of it; underpin your PPC campaign with a good foundation of business. On non-brand, it’s important to work to your KPI target (this is generally based on max CPA x conversion % = affordable CPC), and this will govern the amount you can spend. Ideally it would always be great if this is uncapped on spent, but if restricted, aim to be live as often as possible by reducing bids to get as many clicks as possible with the available budget. It may reach a point when you can’t reduce bids any further, as it would do more harm than good, so look toward day-parting and being live at the key conversion points in the day. Monitor lost impression share for those keywords, and tie this in with your competitor monitoring. Reviewing ongoing performance is essential. Keep track of your KPI targets; Google’s systems can be used to track CPA by keyword, so there is no excuse. Don’t just compare this week versus last week; instead, always be looking at the big picture for seasonal trends and opportunities. Full account reviews, including any necessary keyword additions or culls, should be done monthly. § Jon Myers is head of search at MediaVest. He was one of 10 experts selected by Overture (Yahoo) to help create their SEM accreditation scheme. A regular presenter at industry events like Search Engine Strategies and ad:Tech, Jon is a regular member of search product improvement panels with all of the major search engines within paid search. @jondmyers

SearchEngineStrategies.com § SES

Global Opportunity or International Black Hole? By Andy Atkins-Krüger

t’s not difficult to wow marketers with arguments for targeting global markets online. Outrageous numbers of people using the web are impressive; business doubling opportunities are very tempting; and well, competitors are doing it, so you’d be crazy not to “go global” right now. Yet companies most commonly seek specialist help after taking their website into new countries or languages. Why? It seems this apparent omission is often due to success in home markets. Management teams will risk testing other “less sophisticated” countries, because they’re confident about continued success at home. Rolling out a solution to the wider world is straightforward, they think. “Templates and design concepts exist — all we need is a little translation...” You won’t be surprised to learn that “unexpected” problems emerge. But shockingly, these are often in the home market, which definitely wasn’t in the plan. Questions about performance are initially not dramatic: “We don’t seem to be generating as much traction as I would have expected,” says the head of marketing. Pressure is put on existing search marketing support and agencies to find a solution at home. But these advisers, who don’t have specialist international

SES § February 2010 {London}

experience, are looking in the wrong direction. If the company has local teams based in-country, now is the time when the whole scenario begins to feel more like herding cats. They think HQ doesn’t know what it’s doing because they’re “local,” and HQ is not. Meanwhile, HQ is convinced that local teams are not providing enough attention and don’t “get search.” Sound familiar?

Start with Specialist Expertise and Support

Getting out of the international downward spiral is straightforward when you have experienced advisers who’ve been there before on your side — they will save you time, money, and stress. One trick is to attend Search Engine Strategies (SES) and pick out the internationally-focused panels. SES London has two dedicated international panels, “Managing a Global SEO Campaign” and “Crossing Borders: Global Site Clinic.” Many errors result from clients, consulting agencies, or staff who have little or no experience directly in the international field, but who have read about international issues and don’t see how it can be complicated or very different. This is not a reflection on their

FOCUS: expansion §

expertise. They don’t know what they don’t know; the most important lessons come from being there and doing it, and frankly, getting it wrong. The good news is the international arena does have some simple rules you can follow, which we’ll get to shortly. But first, here are some common pitfalls to watch out for: lack of research and preparation building the domestic site without an international rollout in mind — instead, adding it later assuming that the U.K. or U.S. is more sophisticated than other markets not working with the right people not protecting what you already have by positioning “experiments” away from your current successes

Research and Plan

offering, or use of keywords is akin to shouting into a well. In other words, no one is listening. For the first time, this international article is going to mention the word culture. This term is the source of a lot of stress because international marketers talk about “culture” being different — or having to deal with cultural issues without defining them. A quick summary of cultural issues to research and understand include: How do people typically buy your goods or services? What guarantees do people expect? What concerns do they have about that type of product? How does their search behaviour differ? What payment systems are typical online in this market? When do they buy? Is there much in the way of seasonality?

There is no real excuse for a lack of research in the online world because information is so readily available — although In practice, this means Dutch and German that’s also part of the problem. Keyword people often go on holiday in July, while research is one area where a lot of forward French and English prefer August. German progress can be made, but also where things people believe the often start to take quality of non-German the shape of a pear. Getting out of the goods may not be as Frequently, keyword international downward good (over Christmas, research is underspiral is straightforward I heard a German say taken by translating when you have to another that you the most successful experienced advisers. should only really domestic keywords, buy German honey organising for them to because imported honey contains chemibe translated, and then scoring the results by cals that are not good for you). This means checking them in Google’s Keyword Tool. you have to state and prove your quality for If you’re just ticking a box or have multiple the German buyer — especially if you sell projects — and as long as one wins but you honey. don’t mind which, then this is OK. If you’re using your keyword research to decide which countries or markets to target Don’t Fall into the Black Hole — a very effective use of keyword research Respect: When “crossing borders,” it’s — or you’re about to invest in targeting important to respect the market you’re specific keywords to improve your sales attempting to enter. A speaker to an online progress, then this approach will slap you in marketing conference in Paris once said to the face. the French audience, “We decided to launch Predominantly what happens with transour business in Europe when we realised lated keywords is they give you a set of that Europeans were not as sophisticated keywords which “sort of” reflect the truth, as we were.” He may actually have been but miss the very best or most important right — but the French are not Europeans. terms. This then results in folks drawing They’re French — and it’s generally not a the conclusion that, “There is no market in good idea to tell your potential buyers that Germany for our goods,” or “The French they’re not clever. Reflect this in your web don’t want to buy our services.” It is often pages, too. the case that these conclusions are incorrect Listen and understand: Listen (look at and that your targeting, choice of service your web analytics, for instance) to what

Want to learn more? Andy will be speaking at “Managing a Global SEO Campaign” on Tuesday, and “Crossing Borders” on Thursday. Learn more:

SearchEngineStrategies.com/london your customers or potential customers are saying to you, and ensure that you can differentiate your services to them. You may need different web pages to sell to different customers. They may want to buy in different ways. And if you have a lower brand awareness in the market, you do need to include more content on your web pages — including product pages — about who you are. Language: Use native speakers who have recently lived in the country to carry out your research and give you advice. Use specialists in international search marketing to guide you through the various pitfalls that can generally be avoided without too much pain. Speak the language of your customers. Infrastructure: You do need to build your website to deliver web pages in a nonduplicated way across both .coms and local domains. There are certain requirements of international sites that do not apply to single-country projects that cause additional complications. Examples include: geo-targeting your site to different markets enabling effective user selection of the correct country and language managing content development so that when you add pages, you also add translations incorporating keywords into your localisation or translation process It’s really not difficult to avoid the pitfalls of global search marketing if you plan ahead. And you don’t need to get sucked into that black hole. § Andy Atkins-Krüger is managing director of WebCertain. He 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. In 1997 he discovered SEO and a couple of years later, paid search. As the marketing manager of Portakabin, Andy was responsible for promoting the company throughout Europe in the late ’90s. @andyatkinskruge

SearchEngineStrategies.com § SES

Leveraging the Database of Intentions Free tools to perfect the timing and targeting of your online marketing campaign. By Avinash Kaushik

e all love our keywords and we love our search engines. And why not? All these keywords drive traffic to our site and we can get people to convert if we have decent websites. So we log into Google Analytics or WebTrends and have at it with the data. Click-through rate and page views and conversions

and so much more. Lovely? Yes. Well, to some extent. I spend my life working with websites and teaching (OK — brainwashing) people into doing things with their data that would yield insights that lead to higher ROI and get people promoted. So I completely understand our daily obsession with the analysis described above. But there is so much more that we can all do with search data for two simple reasons: sample size and intent. When we want to learn about opinions, preferences, or trends, we rely on traditional market research. Go around and ask people questions (or annoy them by calling them at dinner time). We can’t ask everyone, so we sample — we ask a few people, and then we extrapolate. The problem with that strategy is that you

SES § February 2010 {London}

COVER STORY / FOCUS: data §

is the table you find at the very bottom. can only ask so many people before you are On the left side, you see the top search out of time. Yes, you’re collecting “repreterms related to the term you are interested sentative data” and applying “mathematical in. A quick peek at my acne query tells me models.” But you are still at the mercy of the types of medical conditions people most your sample. closely search (spots, scars, and rosacea). I The cool thing when it comes to search even get to know of a category I, not being is that a vast mass of humanity — though in the acne business, did not anticipate: not all — uses search engines like Google back acne (lots of interest there!). and Bing and Baidu every single day. A On the right side is my absolute favorhuge sample size. Better still, they are ite table, rising searches. This tells you asking “questions” of these search engines what’s rising in the public’s consciousness proactively. Much cleaner intent (rather the fastest during the than hypothesizing: “imagine you are in There’s so much more we time period you have the market for pants, can all do with search data selected. These are trends, ideas, or topics which brand of pants for two simple reasons: that have not hit the are you likely to sample size and intent. top 10 yet, but are buy?”). prevalent enough that I believe that as you should start understanding them and marketers analyzing search behaviour, the planning your reactions. In my query, that “database of intentions” if you will, can be was: acne clothing, shoes, sudocrem, and in an excellent way to understand customer the last 90 days a big increase in interest for preferences, geographic differentiations, benzoyl peroxide. and valuable insights such as unaided brand Love it? recall. Beyond that, search behaviour can There are so many uses of this data. You be a fantastic way to help understand how can get a good idea of your competitive to preset display ads only on websites with peer set, from your customer’s perspecaudiences relevant to you. tive. People who search for “Debenhams” Let me share some examples of this with usually search for “Next” (No. 1), “John you, using two tools from Google. Lewis” (No. 3), “Marks and Spencer” (No. Insights from Search (http://bit.ly/ 5), “House of Fraser” (No. 6), and “BHS” aki4s) is a free tool that allows you to mine (No. 10). But during that exact same time Google’s search data from around the world period, those searching for “Next” only for the last several years. Say you are in the look for Debenhams (No. 4) and “Marks business of acne. Well, not giving people and Spencer” (No. 6). That gives you a acne, but solving their acne problems. peek into consumer loyalty and the strength Insights for Search can help you get a peek of a brand (at least when it comes to online into the customers’ heads. searchers). For example, if you look at the last 18 All of the above might not be interestmonths, you’ll realize that acne is essening to the untrained eye of a normal person. tially recession proof. During some of But imagine the insights you can find as the more troubling times, interest in this you explore trends, unaided brand recall, category actually rose in the U.K. There is competitive overlap, and geographic prefalso a consistent post-new year uptick in erences of your own business. consumers searching for acne solutions. The second tool I want to mention is You can also do some interesting timeGoogle’s Ad Planner (http://bit.ly/akadr). It based queries to better target your marketallows you to identify websites visited by ing campaigns. For example, while England an audience you are interested in. The first usually leads in the search volume index thing you’ll do is click U.K. in geography (or for acne, during the last 90 days of 2009, pick any country you want). Then click on Northern Ireland and Wales ranked No. 1 “Load Audience” — this button will make and 2, respectively, while England fell to you do a happy dance because of the box No. 3. Did you anticipate this trend and that shows up. Click on any psychographic shift your marketing spend? segment you want to analyse: mums (I kid Perhaps my favorite thing about this tool

Want to learn more? Avinash will be delivering Tuesday’s 9 a.m. keynote, “Be Awesome: Ideas for Approaching Search Analytics Differently.” To learn more, visit

SearchEngineStrategies.com/london you not, that is how it’s spelled), business decision-makers, shopaholics, fitness buffs, job seekers, and so on. Choosing one of those segments you will produce a report that will tell you (if you sort by Comp Index) the top websites where you are most likely to find the audience you so dearly crave. You can see how deep the website’s reach is, how many page views it gets, what the competitive sites are, and (I know you’ll be surprised by this) what kind of advertising options you have. Regardless of if you do advertising or not, use this data to understand truly where your audience is. One more thing: Leverage search behaviour when you want to identify where your audiences are. For example, go into the Ad Planner and say: “find me the sites that have audiences who have most likely searched for ‘gordon ramsay’ and ‘cooking recipies.’” With one click, you’ll have your answer. Now you know where to engage with your audience. Exciting, right? Regardless of whether we live in boom times or bust times, it’s becoming increasingly critical that we use our marketing budgets more efficiently. Make every pound go further. At least online you have access to data that will allow you to make informed and intelligent decisions. Do it. § 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. 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. Avinash is a frequent speaker at industry conferences in the US and Europe, such as ad:Tech and Search Engine Strategies. @avinashkaushik

SearchEngineStrategies.com § SES

§ FOCUS: social media

Making Twitter Actually Work companies still seem to be getting this witter has become everyentirely wrong. body’s darling ever since There’s a lot of Twitter automation major companies like Dell services and tools around that, if not publicised how many millions adopted properly, will actually aggraof dollars they’re actually vate the issue. Many of them may seem making via this 140-characters-is-enough intuitively sound, one example being microblogging platform. Expectedly, this automated direct has called many web messages (DMs) to entrepreneurs, includSubtle, suggestive welcome new following major corporamarketing works ers. Unfortunately, in tions, to the fore, best on Twitter. real life, this is probhoping to integrate ably the most hated Twitter into their portand unfailingly ridiculed technology of folio of online marketing tools. After all, them all: a surefire way to minimize your this is where masses of potential clients campaign’s chances of success. seem to be flocking together, creating an It’s little surprise that there’s a tremenideal arena to increase exposure and solicit dous amount of mystique surrounding quality leads. Twitter in corporate board rooms these Nor did the major search engines fail to days. And the most common contention adapt: both Google and Yahoo have struck to be heard across the web is quite obvimultimillion dollar deals granting them ously a backlash of ill-reflected company access to the Twitter “firehose” to manimarketing strategies gone awry: “Twitter fest that No. 1 buzz phrase of 2009: “realis an utter waste of time. Sure, it can drive time search.” So, it really doesn’t get more traffic nicely, but you just can’t make any mainstream than that. money from Twitter.” Yet, nothing could be However, as with most new technolofurther from the truth — it seems the time gies and markets, a lot of misconceptions has come to bust this myth-in-the-making. tend to abound. Merely rolling out a slew Making Twitter actually work for the of mindless promo messages to a few level you’re targeting does require insight thousand Twitter followers with whom no into the actual mechanics of Twitter — and deeper relationship has been established online conversations in particular. At my is bound to boomerang badly. Blatant PR company, we conducted tests for several failures are a frequent occurrence, and months before we finally decided to shift whenever this happens, large parts of the a major portion (about 75 percent) of our Twitter community react in a most unformarketing efforts to the Twitter platform giving way. It’s not that a more subtle, soft with stunning success. Sales aside, we approach is nothing that couldn’t be impleforged several new strategic partnerships mented, given that adequate resources are and even hired qualified staff via Twitter assigned to it and an intelligent long-term — and all this at an unprecedented speed strategy is being pursued. Yet, far too many and degree of efficiency. Indeed, the real question is how to bring Want to learn more? your message across this huge stream Ralph will be moderating the “Automating of endless tweets and how to actually be Twitter” session on Thursday at 4:15 p.m. heard in an ocean of white noise without For more information, visit breaking the bank. Obviously, automation SearchEngineStrategies.com/london is key here — but which automation tools

SES § February 2010 {London}

By Ralph Tegtmeier to use? They do come in many flavours, which tends to amplify the confusion — a challenge that a Search Engine Strategies panel will address in depth. Starting off with applications that will allow you to find and organise your followers, your special interests timelines and conversations, the spectrum ranges from traffic and influence metrics analysis to scheduled time zone and geolocation specific tweeting, and, finally, automatic content generation. Beyond the deployment of specialized applications, you will need to be aware of a set of technicalities like how to prevent getting your account banned by Twitter, when and how to launch your tweets for optimal results, how to deal with Twitter spam and phishing issues, and more. Treading the fine line between ripping success and utter failure is about the right kind of credible interaction. So, you’ll want to learn why subtle, suggestive marketing works best on Twitter — and how to automate that effectively, too. Combined, this will furnish you with effective strategies to outpace your competitors. At fantomaster.com, we have been in the Internet business since 1999. You do tend to get a bit jaded after all that time spent in pursuing countless fads, the dotcom bubble, the incessant hype over IT, and lots more. The Twitter experience, however, has effectively managed to revert all of this — not the least because it’s so eminently profitable if you do it right. § Ralph Tegtmeier is co-founder and principal of fantomaster. com GmbH (Belgium), a company specializing in webmaster software development, industrial-strength cloaking, and search engine positioning services. A frequent speaker at SES events, Ralph graduated with a master of arts from the University of Bonn, Germany, in 1981. His website development and web marketing experience goes back to 1994. @fantomaster

FOCUS: display advertising §

Biddable Display: The New Search? s search marketers, we execute most favourable in a truly dynamic fashion, millions of bid changes either they would. Across most search campaigns, for our own companies or on day-to-day budgets are limited only by an behalf of our clients. Dozens ability to hit return on investment targets. of servers contact dozens of By the nature of negotiated CPMs and static other servers at Google, Yahoo, and Micro- placements, display could not be managed in soft to adapt campaigns based on changing the same way. Additionally, ceding optimimarket conditions and business goals. A sation control to publishers or ad networks constantly evolving set of APIs makes the with open-ended insertion orders is not communications efficient and seamless. something most marketers trust to be in their Just for a moment, imagine a world where best interest. Ad exchanges provide access to there are no APIs, no automated setting of inventory, bidding control, and visibility into bids, and not even an interface to set those performance in a similar fashion to search. bids automatically. Imagine every bid needs They trust that their technology and agency to be changed individually, either over the partners will manage optimisation on their phone or in person. Sounds like a major behalf and with their best interest in mind. headache, doesn’t it? Welcome to the world We are now looking toward the tipping of online display advertising. point, where performance marketing encomThe banner is the grandfather of online passes non-premium, biddable display advertising. It has spawned different sizes, along with search. However, the traditional formats, and targetsearch marketer is ing over the years, generally not set up The banner still has an but like many grandto manage traditional old-fashioned way of fathers, it still has an media buying. The behaving, especially in old-fashioned way of sweet spot for search regards to trading. behaving, especially in marketers is managing regards to trading. auction-based display. Search engine marketing (SEM) has a While display introduces new variables, dynamic ecosystem of biddable market- search marketers and their technologies are places, where advertisers can value and buy well-positioned to address the challenge of media. Third-party technologies help those auction-based display optimisation. advertisers evaluate market data to determine when and where to show their ads, and Challenging Perceptions at what price. The time has come for this Looking forward, a clear challenge exists remarkable system of decision-making and with big advertisers, in that many still look at trading to come to the display market. search and display in silos. It is important to For too long, display advertising has been bridge that gap by not just providing insights hamstrung by an antiquated method of trad- across search and display but also to optiing that delays decisions, creates inefficien- mise across these channels. cies, and suppresses investment by advertisIt is also difficult for some advertisers to ers. Ad exchanges, such as Doubleclick and see potential in the new display for strong Rightmedia, are creating marketplaces that return on ad spend at significant scale. Many will provide an efficient and dynamic envi- advertisers still have lingering doubts about ronment for media owners and advertisers to display that we need to overcome through do business. education. Now, performance marketing is about to Site retargeting is typically an easy entryget a lot more exciting. The trading bene- point for clients and often produces strong fits that we currently enjoy in SEM are ROI but is limited in scale potential. Addibeing brought to display, for advertisers tionally, transparency in success attribution and publishers alike. As search marketers, and the resulting loop back to optimisation we need to rapidly immerse ourselves in is critical for advertisers to understand that this new world. As biddable market places future spending is via the most impactful become a bigger feature of the display source. world, we need to be able to track, optimise and forecast — just as we do today in search.

Dynamic Investment

Performance marketers care most about results. If marketers could be channel agnostic and invest only where the returns are

Segmentation and the Importance of Data

A final challenge is that historically identifying latent dimensions of user intent and subsequent creation of consumer segments,

By Jonathan Beeston

Want to learn more? Jonathan will be on Tuesday’s “State of the U.K. Industry Discussion Panel” at 4:45 p.m. For more information, visit

SearchEngineStrategies.com/london along with the revenue imputation, fell to the advertiser. Many companies are now leveraging their modeling expertise to solve customer segmentation problems for the advertiser, spanning both search and display. Search marketers are performance marketers and are data-driven to the core; brand marketers in our space are just as data hungry as performance marketers. The key is to develop the right metrics for success. These metrics can be more brand-oriented, using metrics such as engagement or purely transactional. Both brand marketers and performance marketers want to pay the right price for their target audiences and inventory.

Getting Closer to Cross-channel Optimisation

Being able to leverage search performance and conversion data to inform display buys is key. This will allow for increased audience definition, bidding, optimisation, and budget distribution within and across media channels. Having access to display campaign performance data in the same dashboard as SEM provides cross-channel conversion attribution insights that can be used to influence optimisation of both search and display. It is also very important to integrate with additional inventory sources and third-party data providers.

The Time is Right

Search marketers are uniquely placed to expand their offerings to handle display advertising. The first step is to integrate with the leading display ad exchanges as well as build out the infrastructure to buy, deliver, track, and optimise display campaigns. Ad exchanges are growing, and their quality inventory is now more accessible. The time has arrived for auction-based display pricing at massive scale. § Jonathan Beeston joined Efficient Frontier in 2006 and is currently responsible for client relationships in Europe, leading account management teams in London, Paris, and Hamburg. Previously, he worked in search marketing at OgilvyOne, before becoming head of search at MindShare London.

SearchEngineStrategies.com § SES

around the Town: London

R Restaurants 1 Ask £ 52 Upper Street, Islington Hours: Daily 12-3 Tel: 0871 971 7173 Cuisine: Italian Payment: Delta, Maestro, Mastercard, Visa www.askcentral.co.uk

2 Cuba Libre ££ 72 Upper Street, Islington Hours: Mon-Thu 11-22:00; Fri 11-23:00; Sat-Sun 11-22 Tel: 0871 971 6560 Cuisine: Cuban Payment: Delta, Maestro, Mastercard, Visa www.cubalibrelondon.co.uk

3 FishWorks £££ 134 Upper Street, Islington Hours: Daily 12–15:00 & 18–22:30 Tel: 0871 971 3770 Cuisine: Seafood Payment: Delta, Maestro, Mastercard, Visa www.fishworks.co.uk/islington 4 Frederick’s ££££ (not on map) 106 Camden Passage, Islington Hours: Mon-Sat 12-14:30 & 17:45-23:30; closed Sun Tel: 0871 971 6446 Cuisine: British (Modern), European (Modern) Payment: Delta, Maestro, Mastercard, Visa www.fredericks.co.uk

5 Morgan M ££££ (not on map) 489 Liverpool Road, Islington Hours: Tue & Sat 19-22:00; Wed-Fri 12-14:30 & 19-22; Sun 12-14:30 Tel: 0872 148 2730 Cuisine: French, Vegetarian Payment: Delta, Maestro, Mastercard, Visa www.morganm.com 6 Mucho Mas £ 27 Upper Street, Islington Hours: Sun-Wed 12-23:00; Thu-Sat 12-00:00 Tel: 0872 148 3192 Cuisine: Mexican Payment: Maestro, Mastercard, Solo, Visa www.mucho-mas.co.uk 7 Pasha £££ 301 Upper Street, Islington Hours: Mon-Sun 11-23:30 Tel: 0872 148 0164 Cuisine: Turkish Payment: Mastercard, Visa www.pasharestaurant.co.uk

8 Thai Square ££ 347-349 Upper Street, Islington Hours: Mon-Fri 12-15:00 & 18-23:00; Sat 12-00:00; Sun 12-22:30 Tel: 0872 148 3191 Cuisine: Thai Payment: Delta, Maestro, Mastercard, Visa www.thaisquare.net

Pubs

9 Duke of Cambridge 30 St. Peter’s Street, Islington Hours: Mon-Sat 12:30-15:00 & 18:30-22:30; Sun 12:30-15:30 & 18:30-22:00 Tel: 020 7359 3066 www.dukeorganic.co.uk

10 The Old Queens Head 44 Essex Road, Islington Hours: Sun-Wed 12-00:00; Thu 12-1:00; Fri-Sat 12-2:00 Tel: 020 7354 9993 www.theoldqueenshead.com 11 Wenlock Arms 26 Wenlock Road, Islington Hours: Mon-Sat 12-00:00; Sun 12-22:30 Tel: 020 7608 3406 www.wenlock-arms.co.uk 12 The Winchester 2 Essex Road, Angel Hours: Mon-Wed 12-00:00; Thurs-Fri 12-2:00; Sat 10:30-3:00; Sun 10:30-00:00 Tel: 0871 971 4083 www.thewinchesterbar.com

Key R Restaurant pricing 36

£ ££ £££ ££££

under £15 £16-25 £26-40 £41 and up

SES § February 2010 {London}

1 Find the numbered destinations on the map to the right.

F Business Design Centre 52 Upper Street, Islington, London N1, U.K. +44 20 7359 3535

¶ Attractions 13 Absolut Ice Bar (not on map) 31-33 Heddon St. Directions: Take the Tube to Piccadilly Circus Admission: Adults (18+) £12 (£15 Thu, Fri, Sat evenings) Hours: Mon-Weds 15:30-23:00; Thurs 15:30-23:45; Fri 15:30- 00:30; Sat 12:30-2:30; Sun 15:30-22:15 Tel: 020 7478 8910 www.belowzerolondon.com 14 British Museum (not on map) Great Russell Street Directions: Take the Tube to Tottenham Court Road (approximately six minutes on foot) Admission: Free Hours: Open daily, 10-17.30; open late every Thursday and Friday until 20.30 Tel: 020 7323 8000/8299 www.britishmuseum.org

20 Barclays Bank PLC 14 Upper Street, Islington Directions: .16 km south of venue Tel: 0845 755 5555

17 Towers of London (not on map) Tower Hill Directions: Take the Tube to Fenchurch Street or London Bridge Admission: Adults £16.50; child (5-15 years) £9.50; senior/student £14; family (two adults & three children) £46 Hours: 1 November-28 February: Tues-Sat 9-17.00; Sun-Mon 10-17.00 (last admission 16.00) Tel: 020 7488 5663 www.hrp.org.uk

22 HSBC 25 Islington High St. Directions: .48 km south Tel: 0845 740 4404

G Chemist/Pharmacy

15 Buckingham Palace (not on map) The Official Residences of The Queen London SW1A 1AA Directions: Take the Tube to Green Park Admission: Audio tour included — adult £16.50; over 60/ student (with valid ID), £15; under 17, £9.50; under 5, free; family £44 (two adults & three under-17s) Hours: Open daily, 9:45-18:00 (last admission 15:45) Tel: 020 7766 7300 www.royal.gov.uk/output/Page555.asp

$ Banks

16 London Eye (not on map) Riverside Building, County Hall, Westminster Bridge Road Directions: Take the Tube to Waterloo or Westminster Admission: Adults £15.17; child (5-15 years) £7.59; child (under 5) free; senior (60+) £11.74; disabled £11.74 Hours: Open daily (October-May), 10-20:00 Tel: 0870 990 8883 www.londoneye.com

21 Barclays Bank PLC 38 Islington Green, Shoreditch Directions: .16 km northeast Tel: 0845 755 5555

23 National Building Society 32-33 Upper Street, Islington Directions: .16 km south Tel: 020 7530 0700

18 Boots 35-37 Islington High St. Directions: .32 km south Tel: 020 78373430 19 Superdrug 54-55 Chapel Market Directions: .32 km southwest Tel: 020 78372979

Note: The attractions listed here (numbers 13-17) are not within walking distance of the conference venue, and are therefore not shown on the map below. For more information, visit the corresponding websites.

10 12 2

21 1

F 23 20

7 8 6 19 18 22

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.

SES § February 2010 {London}

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

Speaker Bios SearchEngineStrategies.com ยง SES

Sante Achille Consultant Sante J Achille

Sante lives in Italy and works out of a small medieval town called L’Aquila, one hour east of Rome. After acquiring a degree in engineering in 1986, he worked for major aerospace companies as a design engineer. Today he is a professional search engine consultant to industry and regional governments, with 11 years of experience. He provides consulting services in partnership with major Italian web agencies and Web Certain in the U.K. Early in 2006 he was appointed as an ICT consultant to regional government in Abruzzo. Sante runs a top ranking blog on search engines and web marketing, with an international audience as the blog is bilingual (English/ Italian). @sjachille

Helen Alexander

Chairman, Incisive Media Sr. Advisor, Bain Captial; President, the CBI Helen Alexander is currently the chairman of the Port Authority and non-executive director and chair of the remuneration committee at Centrica plc (2003) and Rolls-Royce Group plc (2007). In 2009, Helen became president of the CBI and senior adviser to Bain Capital. She recently became the chairman of Incisive Media. Helen is also involved in charities in education, the arts, and the Internet.

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. In 1997 he discovered SEO and a couple of years later, paid search. 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; he became managing director in 2002. 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. Following Andy’s experience in multi-country PR campaigns, WebCertain centralizes campaigns in many languages and employs many teams of native speakers. @andyatkinskruge

Jonathan Allen

Speaker Bios

Director SearchEngineWatch.com Jonathan became director of Search Engine Watch with Incisive Media in December 2009. This newly-created role will see him bring the spirit of collaboration back to Search Engine Watch and transform the site into a vibrant community of search and tech marketing professionals. Before Search Engine Watch, Jonathan worked as search marketing specialist for Incisive Media on leading B2B print/online publications and job boards in the legal, tech, and finance sectors, including websites such as Legal Week, TheInquirer.net, V3.co.uk, Accountancy Age Jobs, and Computing Careers. Previously, Jonathan worked as an SEO consultant and co-founded Moblog:tech, an award-winning mobile social networking software provider. In 2008 Moblog:tech’s build of Channel 4’s The Big Art Mob won the community engagement award at MediaGuardian Awards for Innovation (MEGAS). @jc1000000

SES § February 2010 {London}

Matthew Bailey President SiteLogic Marketing

Matt 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.

Paul Bates

UK Managing Director Strongmail An e-mail marketing veteran with more than 18 years of marketing and sales experience in the U.K., Bates regularly speaks about e-mail best practices at industry events and regional seminars, including Internet World UK, Online Marketing Show, and eTail Europe. As U.K. managing director at StrongMail, Bates is responsible for the company’s regional marketing, services, and sales programs. Previously, he served as U.K. country manager for Emailvision, a leading provider of e-mail marketing automation software. Prior to that, Bates held senior sales and business development positions with Sybase UK and Embarcadero Europe. Bates began his career with the Royal Air Force.

Richard Baxter Founder & Director SEOGadget

Richard is founder and director of SEOgadget, a U.K. SEO consulting company founded to help people and organisations succeed in search. SEOgadget works with market-leading recruitment companies, financial services, events, and major travel industry websites in the U.K., U.S., Germany, and Canada. SEOgadget brings expertise in large site architecture and technical SEO, link building, strategic keyword research, SEO team building, and training. Richard is a regular SEO industry commentator and a regular speaker at industry conferences, including Search Marketing Expo (SMX) and Search Engine Strategies (SES). To find out more, take a look at the SEOgadget.co.uk blog.

Jonathan Beeston Client Services Director Efficient Frontier

Jonathan is responsible for Efficient Frontier’s client relationships in Europe and leads account management teams in London, Paris, and Hamburg. Having worked in search for more than seven years, he joined EF after recognising that the powerful Wall Street-based algorithms used to benefit EF’s clients were the logical next step in profitable paid search management. Previously, Jonathan held various positions within WPP, starting in search marketing at OgilvyOne, before becoming head of search at MindShare London. He graduated with a BSc in physics and philosophy from the University of Nottingham.

Speaker Bios SearchEngineStrategies.com ยง SES

Miles Bennett

Director TargetStone Limited Miles has been involved in promoting and leading web analytics for several years. In 2008 he set up his own consultancy firm, TargetStone, and has some of the biggest names in financial services as his clients, as well as charity, FMCG, and leisure companies. He plays squash, loves cooking, traveling and theatre. @targetstone

Sacha Berlik Founder & CEO mexad

Sacha Berlik, has more than 14 years’ experience in the international digital marketing industry, including six years as a general manager for Western Europe and co-founder of Oridian, which has more than 100 employees and 13 international offices. In 1999, he founded the first European-wide online network, ActiveAgent. Prior to that, he built the online presence for one of the biggest private TV stations in Germany, Sat.1. @mexad

Thomas Bindl

Founder & CEO Refined Labs GmbH Thomas is 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. 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.

Jim Boykin

CEO & Link-Building Ninja We Build Pages Internet Marketing Services Jim Boykin founded We Build Pages in 1999 as a web designer. Shortly thereafter, Jim started specializing in search engine optimization, and then link building. For years, Jim has blogged about link building, and he’s won several link-building awards, including “Best Link Building Blog” in 2006 and 2007 by Search Engine Journal. Previously, Jim attended Rider College in New Jersey studying marketing and politics. After college, he traveled the U.S., spending several years working in a number of national parks. Jim is a true entrepreneur and leads his company forward by being active in sales, production, and design of all projects.

Speaker Bios

Drew Broomhall Search Editor Times Online

Drew has been search editor for Times Online since January 2007, managing a team that handles SEO and search product development. He started his web career as an online journalist, before an interest in search engines led him toward SEO and search technology. He previously worked for Yahoo, the BBC, Xfm, and as a freelance SEO strategist.

SES § February 2010 {London}

Massimo Burgio

Founder & Chief Strategist Global Search Interactive A proud member of the Search Engine Marketing Professional Organization (SEMPO) board of directors, Massimo Burgio is an expert on international online business, and a frequent speaker at search conferences across Europe, the U.S., and worldwide. With a degree in marketing communications and a professional background in advertising copywriting (1990), traditional direct marketing (1993), and IT security consulting (1995), Massimo has been working in the Internet industry since 1996. In late 2006, he created Global Search Interactive (GSI), a startup that helps global brands in the lifestyle, education, and technology markets engage with their target audiences through the integration of search, interactive, and social media.

Fergal Burke

Managing Director ON24 Fergal Burke is managing director for ON24 EMEA, the leading webcasting and virtual events company. He oversees business development, client services, and production. Fergal has over 15 years in the IT and communications space. Prior to joining ON24, he held key management positions in the U.S. and Europe with Cast software, Computer Associates (CA) and most recently with EMC.

Mel Carson

adCenter Community Manager, Europe Microsoft adCenter Mel joined Microsoft the day the French adCenter pilot started in the summer of 2005. As part of Microsoft Advertising, Mel’s role is to build relationships within the online advertising community to support, educate and evangelise through www.adCenterCommunity.com industry forums, and to speak about Internet marketing at conferences, trade shows, and other events. Mel began his online advertising career as the shopping and travel editor at LookSmart U.K. more than eight years ago, before progressing to sales operations manager for their Performance Listings product on MSN. co.uk. Mel then joined 24/7 Search as an account director, managing search marketing campaigns for a number of blue-chip clients. Mel has spoken about adCenter, search, and digital marketing at conferences in London, Las Vegas, Toronto, Reykjavik, Dublin, and Manchester. For the last year, Mel has been writing a digital blog at www.MediaWeek.co.uk/Blogs and at his own site, www.MelCarson.com. @melcarson

Christoph Cemper General Manager Cemper.com

Christoph has been building links and affiliate sites since 2003 and is a well-respected guru in the SEO industry. Before starting CEMPER.COM, he built large-scale transaction platforms for online betting and other e-commerce ventures for 15 years as a developer and project manager. Christoph released some of his internal link-building tools to the public, now called Link Research Tools. He holds a master’s in business administration and marketing and attends and speaks at a dozen search marketing conferences around the globe each year. Additionally, he publishes some of his SEO know-how in video posts, in English and German, on his company site. @cemper

Director Marketing Insights Limited Dr. Dave Chaffey (http://blog.davechaffey.com) is an independent author, consultant, and trainer who specializes in improving results from digital marketing. He has been recognised by the Chartered Institute of Marketing as one of 50 marketing gurus worldwide who have helped shape the future of marketing. His latest book is the fourth edition of his Internet Marketing: Strategy, Implementation and Practice text, which is used by students and professionals worldwide. Dave has been involved in SEO since 1998, when he built his first site and started defining best practice to advise clients. Since then, he has consulted and trained many companies to help improve their results from search engine marketing, including managing pitches for SEM through his company, Marketing Insights Limited (www.marketing-insights.co.uk). He is author of the popular Econsultancy Best Practice Guides to Search Engine Optimisation, Paid Search Marketing and Web Design.

Mikel Chertudi

Sr. Director, Online & Demand Marketing Omniture Mikel oversees global strategy and online marketing for new customer acquisition. He also oversees cross-selling, which includes the tactics of search (both paid and SEO), e-mail, newsletters, display, content syndication, direct, and dimensional mail. He’s responsible for authoring best-practice guides, webinars, and reports on marketing and technology issues. He has extensive experience in both B2C and B2B online marketing. He and his team have deployed comprehensive marketing technology-based solutions for increasing response effectiveness by intertwining search marketing automation, e-mail, direct mail lead, automation, progressive telephony, on-site behavioral targeting, ad serving, and A/B and multivariable testing with web analytics as the anchor technology to deploy a highly-relevant prospect and customer experience.

Brian Clifton

Author Advanced Web Metrics with Google Analytics Brian Clifton, Ph.D., is the author of Advanced Web Metrics with Google Analytics and former head of web analytics for Google Europe. Coming from a web development and search marketing (SEO) background, he is an internationally-recognized Google Analytics expert, consulting on website performance optimization for global clients since 1997. While at Google, Brian defined the strategy for adoption and built a team of pan-European product specialists for operational support. A legacy of his work is the online learning centre for the Google Analytics Individual Qualification.

Dan Cohen

Global SEO Lead MSN Microsoft

Dan has worked for MSN and the wider Microsoft business since 2003 in a variety of roles, ranging from heading up MSN’s global SEO programme to product managing the Windows Mobile operating system in the U.K. market. Currently, he manages the search marketing mix for 44 Microsoft markets globally. Previously, Dan worked for AOL and CompuServe and spent some time in Australia working in business development and lead generation.

Marco Corsaro Managing Director 77Agency Ltd

Marco is the founding partner and managing director of 77Agency Ltd. He graduated in 1999 from the University of Turin, and started his career working for Fiat Auto Financial Services. Between 2000 and 2003, Marco worked for a leading investment bank in London, setting up an online bank and broker service. Marco is passionate about technology and enjoys exploring the opportunities that new media offers in the advertising space. Since creating 77Agency in 2003, he has acquired vast experience in the online marketing industry, working across all channels, including search engine marketing, search engine optimization, online media buying, affiliate marketing, and social media. Throughout 2009, Marco hosted social media marketing seminars in London, New York, Amsterdam, Milan, and Rome, with guest speakers attending from Facebook, YouTube, and business social network Viadeo, to discuss the opportunities arising from social media for marketing professionals.

Edward Cowell SEO Director Guava

Teddie heads up the Guava team of enterprise search engine marketers. Introduced to the Internet in 1996 while working for MSN during the launch of Internet Explorer 3 in the U.K., he then moved on to work for BNP-Paribas, the fourth biggest investment bank in Europe. Through September 1999, he specialised in Internet-based technology and the research of growth Internet businesses and business models. Teddie co-founded Neutralize in 1999 and has since established an industry reputation for thought leadership, best-practice techniques, and a highly effective SEO approach with large, dynamic websites for clients like Nestle, SkyBet, Black and Decker, London Stock Exchange, and CNET. In October 2007, Neutralize was acquired and re-branded as Guava. JobsinSearch.com names Teddie as one of the world’s top search engine marketing experts.

Tami Dalley

Director of User Experience Optimization Acronym Media Tami Dalley is the director of user experience optimization at Acronym Media, a top 10 search and keyword marketing agency headquartered in New York City. A self-proclaimed “fanatical explorer,” Tami’s expertise includes deep-dive web analytics, usability consulting, competitive intelligence, landing page design, and multivariate testing. She currently leads her team in slicing, dicing, segmenting, forecasting, and analyzing all aspects of online media performance and visitor interaction. She was honored with a 2008 Search Engine Strategies (SES) award, when her work took home the prize for most effective use of web analytics. Tami holds a bachelor’s degree in psychology from Griffith University in Australia, and a post-graduate honors degree in psychology from the University of Queensland, Australia. She is currently working towards her master’s degree at Griffith University.

Amanda Davie

Co-founder & Director Reform Digital Limited Amanda is co-founder of Reform Digital, an independent consultancy that helps businesses to improve their digital and search marketing strategy and operation. Amanda has nearly 15 years’ SearchEngineStrategies.com § SES

Speaker Bios

Dr. Dave Chaffey

experience in the digital media industry and is one of Europe’s leading search marketing specialists. Prior to launching Reform Digital in 2009, Amanda spent eight years as head of search at market-leading digital agencies i-level and Outrider (WPP). Amanda is passionate about the standardisation and quality of search delivery and innovation, and works closely with brands to ensure that search is an integral part of the broader communications planning piece. The Institute of Practitioners in Advertising (IPA) has commissioned Reform to develop a new industry search qualification for agency-side practitioners, to be released in 2010.

Bryan Eisenberg

New York Times bestselling author bryaneisenberg.com Bryan Eisenberg is the co-author of the Wall Street Journal, Amazon, and New York Times bestselling books Call to Action, Waiting For Your Cat to Bark?, and Always Be Testing. Bryan has been the keynote speaker for Search Engine Strategies, Shop.org, Direct Marketing Association, MarketingSherpa, E-consultancy, Webcom, SEM Konferansen Norway, and the Canadian Marketing Association. He is also the co-founder and chairman emeritus of the Web Analytics Association. Bryan serves as an advisory board member of Search Engine Strategies, the eMetrics Marketing Optimization Summit, and several venture capital-backed startup companies. Bryan is the recognized authority and pioneer in improving online conversion rates, persuasion architecture, and persona marketing. He was recently recognized by eConsultancy members as one of the top 10 user experience gurus. @thegrok

David Fairhurst Head of SEO Intelligent Retail

With a background in SEM and web technologies since 2002, David now works for the industry-leading EPOS and retail website company Intelligent Retail as head of SEO. Utilising ethical and content-led techniques, David and the team at Intelligent Retail help clients push forward with sales, increase visibility, and protect reputation. David and Allan Stewart of PULSE co-founded FireflySEO, taking it from a university-backed startup to a successful SEO company. David still runs FireflySEO with the help of Allan, providing SEO/SEM consultancy services to a selected group of clients. With time served in the Scottish SEO community as well as both Liverpool and London SEO arenas, David is a seasoned professional.

Pierre Far, Ph.D.

SEO & Web Analytics Specialist www.pierrefar.com

Speaker Bios

Pierre Far is an experienced online marketer and web developer who has founded several web applications. Most recently he built and sold Cligs, a short URL service with real-time analytics, geo-targeting, and social media monitoring.

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

SES § February 2010 {London}

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. @countxero

William Fischer

Co-Founder & Director Workdigital, Ltd. Co-founder and director of Workdigital Ltd, a natural language search solutions development company, Bill is also co-founder of DVD Station, Inc., a world-class media/entertainment Internet retail systems company. He has previous marketing and general management experience at more.com, threerings.net, and Ebates.com. Bill is a frequent speaker, interviewee, and panelist for entertainment trade and classified search, and was acknowledged in the editor-inchief of Wired’s book, The Long Tail, as an expert on collaborative filtering and internet search engines. @williamfischer

Rand Fishkin CEO SEOmoz.org

Rand Fishkin is the CEO and co-founder of SEOmoz. He has been in the field of search marketing since 2002 and spoken around the world at dozens of events, including keynoting events in Portland, Montreal, and Madrid. He has presented to the search quality teams at Google and Microsoft on SEO topics and consulted for dozens of notable organizations, including NPR, Real Networks, Zillow, and Yelp. Rand is especially passionate about the SEOmoz blog and the professional SEO toolset, used by tens of thousands of search professionals each day. When he’s not on the road or in the office, Rand spends as much time as possible with his wife, Geraldine. @randfish

Tamara Gielen

Independent Email Marketing Consultant

Tamara is an independent e-mail marketing consultant with more than 10 years of hands-on experience in online and direct marketing. She is now 100 percent focused on e-mail marketing. She invests a substantial amount of her time in the development of her e-mail marketing expertise for her blog “Be Relevant.” She also regularly attends and speaks at international e-mail marketing conferences. Her expertise ranges from e-mail design, copywriting, and coding to developing acquisition, lead generation, retention, contact strategies, and avoiding spam filters.

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. Adam holds a B.S.B.A. degree in marketing from The Ohio State University. @adamsgoldberg

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 the SES Toronto conference and 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. Also in his spare time, he co-founded HomeStars, a consumer review site with aspirations to become “the TripAdvisor for home improvement.” He lives in Toronto with his wife Carolyn. @andrew_goodman

Richard Gregory COO Latitude

As COO of leading digital marketing agency Latitude, Richard is responsible for overseeing the successful delivery of industry leading digital marketing campaigns for all their clients, including Swinton, Virgin Games, and Toys R Us. Richard has had a wide variety of roles at Latitude, including head of production, head of search, and new business manager. He also took a leading role in setting up a partnership with BT that led to the creation of BT SearchSmart, a groundbreaking search product for the SME market. Richard has been a thought leader in digital marketing since the beginning and is the U.K. chair of SEMPO. He also regularly speaks at industry events, including Haymarket events, the Online Marketing Show, SMX, and ad:tech. Revolution Magazine recently said that Richard “knows more about search than most people would want to.”

Mike Grehan

SES Advisory Board Co-Chair VP, Global Content Director, Incisive Media Mike Grehan is VP, global content director with Incisive Media, publisher of Search Engine Watch and ClickZ, and producer of the Search Engine Strategies international conference series. Previously, Mike worked as a search marketing consultant with a number of international agencies, handling global clients such as SAP and Motorola. Recognized as a leading search marketing expert, Mike came online in 1995 and is author of numerous books and white papers on the subject. He is also chair of the Search Engine Strategies global advisory board and is currently in the process of writing his third book on search marketing, due in spring 2010. @mikegrehan

Dax Hamman

VP of Display Media iCrossing Dax Hamman founded and now leads iCrossing’s global display media group. He’s been in the digital space for 11 years, with experience in search, media, usability/accessibility, creative, technical management, and affiliate marketing. Previously, Hamman was the international managing director at Bluestreak, where he oversaw all

European operations and was heavily involved in client campaign strategy. Before that, he managed business development and client services for new media agency Pod1. Hamman has a B.S. from University College London.

Anders Hjorth CEO Outrider EMEA

Anders recently joined GroupM as CEO of Outrider EMEA. Previously, he co-founded Relevant Traffic, a leading European search marketing agency, where he launched the French operation. He later participated in the European rollout and was involved in opening several new subsidiaries. More recently, Anders was responsible for the service offering of Relevant Traffic and managing a team of web marketing experts across Europe. Anders is Danish and has been active in the online marketing sector in France and Europe since 1997. He started working with SEO long before the Internet boom and the arrival of paid search. He later became the first certified Google Advertising professional in France and is today a common international speaker at search engine marketing conferences.

Bill Hunt

President Back Azimuth Consulting Bill is the president of Back Azimuth Consulting, which focuses on helping companies understand the voice of their customer by aggregating various digital signals into actionable insights and messages. Bill is considered a top thought leader on global search engine marketing and social media and is an internationally-recognized search marketing speaker at conferences in over 30 countries. Press, industry analysts, and corporate leaders frequently seek Bill’s advice to effectively leverage enterprise and global search marketing and social media strategy. Bill has previously been the CEO of two of the largest global search marketing firms, Global Strategies and Outrider — both of which were acquired by WPP. Bill is the co-author of the best selling book Search Engine Marketing, Inc.: Driving Traffic to Your Companies Web Site from IBM Press, now in its second edition. Bill is on the SES advisory board and also writes a popular blog on search and social media marketing at www.whunt.com, as well as a column for Search Engine Watch on international search marketing. @billhunt

Motoko Hunt

Founder, Japanese Search Marketing Strategist AJPR LLC Since Motoko established AJPR in 1998, she has been providing online marketing services to companies around the world that are targeting Asia. Her search marketing consulting services, combined with her extensive knowledge of Asian and Japanese markets, have made a big impact on some of the world’s multi-national brands’ search marketing campaigns. A number of her articles have been published on industry websites and printed media, including Multilingual Computing and the International Journal of Localization. She also writes about the Japanese online market on her blog and Multilingual-Search.com. She is a frequent speaker at search marketing conferences, and gives seminars and trainings about search marketing targeting Japan and Asia. She is a chairman of the SEMPO Asia-Pacific Committee and a co-chair of SEMPO Japan. In March 2009, she received the first SEMPO president award for her support and dedication to the search industry and SEMPO organization. @motokohunt SearchEngineStrategies.com § SES

Speaker Bios

Andrew Goodman

Steve Jackson

Director of Business Insights Kwantic Oy Steve is a recognized thought leader specializing in analytics. He is a founding member of Kwantic Oy, one of Europe’s premier analytics agencies focusing on improving e-commerce and lead generation conversion rates. A pioneer since 2002, he established one of the first European web analytics consultancies (Aboavista), later acquired by Satama in 2006. His clients include Nokia, Vaisala, KONE, MTV3, Vodafone, Sanoma, and Vattenfall. He also writes his own blog (www.blackbeak.com) and is author of the book Cult of Analytics (published by Elsevier, May 2009).

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. He’s the author of YouTube and Video Marketing: An Hour a Day. He’s also one of the people profiled in Michael Miller’s book, Online Marketing Heroes: Interviews with 25 Successful Online Marketing Gurus. Greg is a frequent speaker at Search Engine Strategies and is the news search, blog search, and PR correspondent for the Search Engine Watch blog. He’s a member of the Market Motive faculty and a principal in the ChannelOne Marketing Group. Bryan Eisenberg, SES advisory board member, said, “What makes Greg so great at online PR is his captivating storytelling ability.” @gregjarboe

Dixon Jones

Managing Director Receptional LTD Dixon has been a speaker at SES conferences since 2002 and is the managing director of Receptional LTD. 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. Dixon has spoken internationally about the importance of online link development for six years. He’s also a moderator on Webmasterworld. @receptional

Avinash Kaushik

Speaker Bios

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, and combines that with a philosophy that investing in talented analysts is the key to long-term success. He is a staunch advocate of listening to the consumer, and is 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 datadriven and customer-centric organizations. He recently received the 2009 statistical advocate of the year award from the American Statistical Association. He is a frequent speaker at industry

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conferences in the U.S. and Europe, such as ad:tech, Monaco Media Forum, iCitizen, and SES, as well as at major universities, such as Stanford, the University of Virginia, and the University of Utah. You’ll find Avinash’s web analytics blog, Occam’s Razor at www. kaushik.net. @avinashkaushik

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 and served on the international board of directors for the Business Marketers Association. Aaron’s passion is people: connecting with them, understanding them, and helping them. He encourages such connections on LinkedIn or, preferably, Facebook. @omconnect

Kate Kaye Senior Editor ClickZ.com

Kate has covered digital political advertising since 2002, is the creator of ClickZ’s politics and advocacy section, and the author of Campaign ’08: A Turning Point for Digital Media, the book that tells the story of the most advanced political digital marketing campaigns yet.

Anne Kennedy

Founder & MP, Beyond Ink FP & CMO, Joblr.net With nearly 40 years’ experience in marketing and public relations, Anne Kennedy founded Beyond Ink in 1997 to bring the fundamental principles of marketing communications to online professionals. A search engine marketer for more than 12 years, she is an industry thought leader and sought-after speaker and writer worldwide. Anne is now launching Joblr.net, in partnership with Mikkel deMib Svendsen, Jamie Low, and Beyond Ink partners Shane Borelli and Gene Ehrbar. Joblr’s mission is to take the sound principles of search marketing to a much wider audience of small companies and nonprofits. Currently, Anne represents professional SEO firms on the Search Engine Strategies (SES) advisory board, as well as the advisory board for SEM-PDX, an professional search association in Portland, Ore. She also serves on the board of Helium.com, a community of writers providing experience-based knowledge, wisdom and creativity to publishers and readers. @annekennedy

Rob Kerry

Head of Search Ayima Search Marketing Co-founding the SEO agency Ayima in 2007, Rob Kerry leads an industry-leading team of SEO experts, working with a select number of large companies in a similar way to an in-house team. With more than 11 years of experience in Internet marketing,

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Speaker Bios

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Rob has helped companies such as Sony, PartyPoker, and the English Tourist Board compete at the top of the search results. He specialises in corporate SEO for large companies and sites, in addition to competing in the most aggressive markets, including finance, gaming, travel, and telecoms. Outside of Ayima, Rob has been the editor of industry news site Sphinn, and the editor of Search Engine Watch forums. @robkerry

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. @suzzicks

Brian Lewis VP Engine Ready

Noted industry author and speaker, Brian Lewis has over 20 years experience in digital and direct marketing. His articles have been referenced or published in The New York Times, eMarketer, Search Engine Watch, Website Magazine, SEM Journal, and DM News Essential Guide to Marketing. Prior to his role at Engine Ready, Lewis founded the Internet Agency Solutions-Insight Interactive, and was president at the world’s leading supplier of aviation training equipment. Lewis earned his B.A. in economics from the University of California, San Diego, and his MBA in finance from Arizona State University. @imanonymous

Judith Lewis

Speaker Bios

Search Director i-level

Judith comes from a very technical background, having taken programming courses in high school in her home town of Toronto in 1986. Her lab time via the school mainframe got her onto the dial-in network, and since moving to the U.K. in 1996 and switching to broadband, she has barely logged off since. Prior to joining i-level Search in June 2008, Judith worked in-house across a variety of sectors, including retail/e-commerce, high-tech, and publishing. At i-level, Judith works with the search team and with clients, including Sony, Orange, and the COI, creating integrated strategies involving paid and natural search combined with social media marketing. Judith is one of the SEO Chicks, blogging about SEO, SEM, social media, and analytics. A regular on the search conference circuit, she also writes for Centaur’s “Technology Weekly”, a B2B newsletter covering news around the Internet. @judithlewis

Laura Lippay

Director of Technical Marketing Yahoo! Laura Lippay is the director of technical marketing for Yahoo Audience, where she and her team determine monetizable search traffic opportunities across dozens of the top Internet properties in their

SES § February 2010 {London}

verticals. She 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 across multiple teams, educating constituents, uncovering, analyzing and acting on data-driven SEO recommendations, and linking offline marketing and social media campaigns with search marketing. Laura conducts regular SEO training at Yahoo and has been a speaker at Searchfest, Search Marketing Expo, Search Engine Strategies, and Online Marketing Summit conferences. Previously, Laura was the SEO specialist at CNET Networks, and before that, she was manager of interactive media at The Linus Group, a Bay Area marketing firm. Before she got into the online space, Laura traveled the country as a performer for The Ringling Brothers Barnum and Bailey Circus.

Heather Lutze CEO & Co-founder Lutze Consulting

Heather is a nationally-recognized speaker, trainer, and consultant in search engine placement, pay-per-click (PPC), search engine optimization (SEO), and social media marketing. Heather’s 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. Yahoo Search Marketing trusted her to train their advertisers for more than two years, and she is currently a lead presenter at the Pay Per Click Summit nationwide. Heather is a sought-after consultant who has owned Findability Group for the past 10 years. She is also a senior editor for the Search Engine Marketing Journal (SEMJ) and a columnist for Website Magazine.

Paul Madden

Owner Crea8 New Media

Paul Madden is a U.K.-based SEO and entrepreneur and has been in the online space for the past 10 years. Paul is more commonly known as SEOidiot and specialises in the darker arts of black-hat SEO. Operating both with clients around the world and through his own sites, Paul actively explores as many methods for automating and benefiting from social media as possible. @seoidiot

Kirsten Mangers Founder & CEO WebVisible, Inc.

An entrepreneur, philanthropist, and a dedicated small business advocate, Kirsten was an early innovator behind the development of local online advertising for small- to medium-sized businesses. She has been instrumental in making “local” a part of online advertising’s global vernacular. Currently, WebVisible is an international leader in local online advertising, helping local businesses acquire new customers across a vast network of advertising options. Kirsten has expanded the company with diverse partnerships around the world, serving small business advertisers in multiple languages and dialects on every continent. WebVisible’s domestic and international partnerships have included AT&T, British Telecom, Intuit, Microsoft, and The New York Times Company. Before founding WebVisible, Kirsten accumulated 20 years of experience in the local interactive, telecom, wireless, and directory industries, including positions in sales, strategic planning, marketing, and business development for SBC, GTE, Pacific Bell, Go2 Systems and Engage Technologies (a CMGi Company).

Search Media Strategist Microsoft Paulo joined Microsoft during the launch of adCenter in September 2009. Previously, he worked at search marketing agency The Search Works as an account manager. Paulo now manages large advertising agencies in London and is a subject matter expert on search advertising tools such as adCenter Desktop and Microsoft Advertising Intelligence. He has a B.A. in business and economics from The University Of Canterbury, England.

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.

Neil Mason

Director of Analytical Consulting Foviance applied insights Neil Mason joined Foviance in November 2008 and heads up the company’s customer and marketing analytics division. Previously, he was managing director and founder of Applied Insights, where he consulted with major businesses, analysing online performance. Neil has been involved in marketing and customer analysis for more years than he cares to remember, having started his career at ACNielsen, helping major FMCG brands understand the effectiveness of their marketing programs. He got involved the digital space in 2000, when he moved from the agency side to the client side as chief knowledge officer at QXL. Neil became CMO for QXL Ricardo plc in 2001, where he put customer insights and analysis at the core of the marketing strategy. He also implemented the company’s customer relationship strategy across the organisation’s major European markets.

Peter Maxmin

Director for Online and Bing Search, EMEA Microsoft Peter Maxmin is the director responsible for Bing Search as well as Microsoft’s online network across EMEA. He joined Microsoft in 2005, heading up marketing to advertisers for MSN and Windows Live across EMEA. In 2007, he became the product marketing lead for MSN, Europe’s No. 1 portal, and then became the director for search, spearheading the business effort around Live Search and subsequently the launch of Bing across Europe. Prior to joining Microsoft, Peter was head of marketing for the Financial Times newspaper and FT.com, working on projects including introducing a subscription model to the website and launching an investor news startup. Peter holds an M.A. from Cambridge University and an MBA from INSEAD.

Matt McGowan

Publisher, Head of U.S. Incisive Media Matt McGowan is responsible for Incisive Media’s U.S. operations in addition to overseeing all marketing, sales, editorial, and operations for ClickZ.com, SearchEngineWatch.com, ClickZ Events, and the international conference and exposition series Search Engine Strategies. Prior to joining Incisive, Matt was VP at PropertyRoom. com, where he oversaw all sales, marketing, and operations for the U.S.-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. Matt has a bachelor’s from Lafayette College in Easton, Penn., and a master’s from the University of Oxford in the U.K. @matt_mcgowan

Jonathan Mendez Founder & CEO RAMP Digital

Jonathan is widely regarded as an expert on landing page optimization, multivariate testing, and onsite content targeting. Jonathan founded RAMP Digital to work with clients in creating marketing solutions fueled by APIs, semantics, intelligent web, and emerging marketing technology. Previously, he was founder and chief strategy officer of OTTO Digital. He was also a senior consultant at Creative Good and founded VitaminLab.com, which won the Nutrition Business Journal award for five-year growth under his direction. 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, Disney, Citibank, H&R Block, IBM, Intuit, Microsoft, Monster. com, Sears, and T-Mobile. @jonathanmendez

Jon Myers

Head of Search/Associate Director MediaVest Jon has worked in search marketing for 11 years. Involved in SEO and paid search (PPC) since its inception, he is recognised for his unparalleled experience and knowledge within search engine marketing in the U.K. and Europe. He was one of 10 experts selected by Overture (Yahoo) to help create their SEM accreditation scheme. More recently, he is a regular member of search product improvement panels with all of the major search engines within paid search. Jon has actively been involved over the years with industry bodies such as SEMPO, IPA, and the IAB. A regular presenter at industry search events for six years, Jon has spoken at Incisive Media’s Search Engine Strategies (SES) conferences in the U.K., Europe, and the U.S. Jon blogs at www.jonmyers.co.uk and also at the European search blog, Search Cowboys. @jondmyers

Lisa Myers CEO Verve Search

Lisa Myers is the CEO and owner of the SEO and social media agency Verve Search. She has nine years’ experience in marketing, including five in search and social. She is founder (and a blogger) of SEO-Chicks.com and writes a monthly column for the European Search blog, Search Cowboys. Lisa is the official tutor for SearchEngineStrategies.com § SES

Speaker Bios

Paulo Maranhao

Reed Learning’s SEO training courses in the U.K. She is a regular speaker at industry events, including SES, SMX, A4U, Search Marketing World, IAB, and Chinwag. In 2007, she won the B2B newcomer of the year award at the B2B Marketing Awards. She also made the “35 women under 35” high achievers list in Management Today in 2009. @lisadmyers

David Naylor SEO Bronco

David Naylor, more commonly known as DaveN, started working in the SEO industry more than 12 years ago. His main motivation is the belief that there’s no point in having a site if it doesn’t rank No. 1. His dedication to giving clients great ROI has led to the constant development of new optimisation techniques and the ability to see algorithmic changes before most other SEOs. His blog attracts a worldwide audience and is well-known for its down-to-earth, yet informative approach on all SEO issues. He owns Bronco Internet, a successful web development and SEO agency.

Ciarán Norris

Director, Search, Affiliate & Social Media Altogether Digital Ciarán has been working online since taking a job in a Sydney Internet cafe in 1999. He’s worked in online marketing since 2000 at two of the U.K.’s biggest business publishers, covering everything from online PR to subscriptions. He took the role of SEO and social media director at integrated online marketing agency Altogether Digital in 2007, and was later promoted to lead the entire search, affiliate, and online PR offering. He’s worked with a variety of major brands, including Mintel, Vonage, Brylcreem, and Transport For London (whose campaign won the IMA Award in 2008 for best use of viral marketing). He has spoken at a variety of events, such as Search Marketing Expo (SMX) and the inaugural a4uExpo, as well as for organisations such as the IDM & RBI.

Maile Ohye

Senior Developer Programs Engineer Google As a developer programs tech lead, Maile coordinates Google Webmaster Central outreach efforts, such as the Webmaster Central blog. Previously, she was a systems integration consultant for several pharmaceutical and technology companies, as well as for the Department of Defense. Maile earned a B.A. in cognitive science with a computer science emphasis from the University of California at Berkeley.

Matt Paines

Speaker Bios

Managing Director XSEO Trained as an electronics engineer in the early ’80s, Matt stayed within the electronics industry for 15 years, escalating to board level. During this period, Matt spent a significant amount of time traveling around Europe, Hong Kong, China, Japan, and the United States. In the mid ’90s, a group chairman uttered the now immortal words, “This Internet thing — we should do it.” In 2004 Microsoft introduced its own search engine to rival Google and Yahoo. They put together a team of SEOs, academics, and power users. To Matt’s surprise, Microsoft invited him to join a very select team to fly out to Seattle to discuss the software giant’s new search engine.

SES § February 2010 {London}

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 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 with experience and expertise in CMS challenges, duplicate content mitigation, page-rank funneling, Google News, and Google index rates. He has also trained large editorial teams regarding SEO. @brentdpayne

Alan Perkins

Head of Search Marketing SilverDisc Limited Alan co-founded SilverDisc Limited in 1993. Today, he manages both organic SEO and paid-placement PPC strategies for the company, which employs more than 30 people on two continents and turns over several million pounds per annum. Alan has been working in the electronic marketing industry since 1990 and in search marketing since 1995. Specialising in dynamic sites, he has written numerous articles and has provided consultancy over many years. Alan has developed a number of worldwide patents in search engine technology and has been a regular speaker at Search Engine Strategies since 2001. He is also an administrator at the High Rankings Forum, a popular search marketing forum. Alan is an industryleading advocate of best practices in search marketing. He has worked directly with search engines to achieve this, contributing to several search engine guidelines.

François Planque Affiliate SEO seofrancois.com

François comes from a technical and engineering background. He started building web pages in 1993 at the University of Pennsylvania. He founded his first company in 1997, providing web development services to big media agencies in France and large corporations such as Christian Dior, Renault, Peugeot, and Vivendi/ Universal. After selling his company to BBDO/Omnicom Group, Francois started b2evolution, an open source blog CMS with a focus on efficiently setting up and maintaining multiple websites. Since 2003, b2evolution has evolved into a leading alternative to WordPress with built-in features for advanced SEO and team publishing. His current company, Evo Factory, is building affiliate sites. He’s actively testing ways to optimize content production workflow and conversions. @seofrancois

Dela Quist

Founder & CEO Alchemy Worx Founder and CEO of Alchemy Worx, the only U.K. agency with a 100 percent focus on e-mail, Dela Quist is the U.K.’s leading practitioner and thinker. An entertaining, no-nonsense speaker, he has pioneered research into the nudge effect of unopened e-mail, and the surprising effectiveness of longer subject lines. Clients he has worked with include Tesco, Vodafone, Lilly, National Express, PayPal, Virgin, AOL, and Hilton Hotels.

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Speaker Bios

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Paul Reilly

Head of Search Stickyeyes Paul Reilly is arguably the U.K.’s top gaming SEO and link strategist, with 10 years’ experience, multiple SEO awards and honours, and a proven track record in the most competitive markets, such as financial services and travel. Paul joined Stickyeyes as head of search to scale and apply his proven approach to the competitive online gaming sector. Today, Stickyeyes is synonymous with gaming SEO, with a client list that reads like the who’s who of the online gaming world. @paulreilly

Paul Roach

Technical Lead for SEO guardian.co.uk Paul has worked in SEO since 2001 and is currently responsible for traffic aquisition through natural search and social media into all of the Guardian’s web properties. Previous roles were senior SEO manager for Yahoo Europe and six years’ agency experience working on clients in the gaming, financial, and travel sectors.

Kevin Ryan

CEO Motivity Marketing Kevin Ryan is CEO of the strategic consulting firm Motivity Marketing. He has appeared on CNN, been featured in The Associated Press, The Wall Street Journal, USA Today, and The New York Times, and has published hundreds of articles on search and interactive marketing. Kevin also currently serves on the board of advisors for ad:tech and is search editor for iMedia Communications. Prior to Motivity, he founded Kinetic Results, an Advertising Age top 20 search engine marketing firm. He also served as VP of Interactive Media for the Interpublic Group agency, Wahlstrom Interactive. Ryan volunteers 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).

Abhishek Rungta

Founder/CEO Indus Net Technologies

Speaker Bios

Abhishek has more than 12 years of extensive experience in digital marketing. He has consulted for several Fortune 500 companies and small businesses. He has an M.S. in multimedia technology from the University of Bath and has been a first=generation serial entrepreneur with experience in several successful ventures, including his flagship company, Indus Net Technologies. Abhishek is passionate about entrepreneurship and globalization and speaks at leading institutions, conferences, and events on the above subjects. Learn more at www.abhishekrungta.com.

Marcelo Sant’Iago Managing Director iProspect

Marcelo Sant’Iago has 20 years of experience in advertising; he started with interactive in 1995. He has presented in conferences in Argentina, Brazil, China, Hong Kong, Mexico, Middle East countries, and the United State. He serves two consecutive

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terms (2002-06) as president of Interactive Advertising Bureau (IAB) Brazil and is now is member of the advisory board. In 2008 Marcelo co-chaired the Latino working group at the Search Engine Marketing Professional Organization (SEMPO). He is one of the editors at Multilingual Search blog, is regular columnist for ProXXIma magazine, Webinsider.com.br, and has written numerous articles for industry publications in Brazil and abroad. Currently, he holds the title managing director at iProspect, in São Paulo, Brazil, where his team delivers search engine marketing strategies for Reader’s Digest, FIAT, SKY, Natura, and 30 other companies.

Erica Schmidt

Global Director of Search iProspect Schmidt is responsible for helping Isobar search agencies across the globe increase their revenues from search engine marketing, and she assists Isobar agencies in launching iProspect-branded SEM practices. Schmidt also ensures that each agency is delivering services according to iProspect U.S. best practices. Prior to Isobar, Schmidt was client services director at iProspect, overseeing a number of client-facing search teams; she focused on delivering superior strategies and proactive account management to clients. A polished speaker, Schmidt has presented at various conferences around the globe, including Search Engine Strategies. She has also authored articles for industry publications, including Pharmaceutical Executive Magazine and Direct Magazine.

Bill Scott

Chief Operating & Commercial Officer easelTV Bill Scott is one of the founders of easeltv. The company’s vision is to enable brands to build high-quality TV experiences using lowcost web components — fast. easeltv will help its clients exploit broadband connected TVs and will help shape the future of television. Bill created and led the IBM digital media consulting and systems integration practice, which delivered a variety of interactive TV, IPTV, and digital media projects over nine years. Bill managed end-to-end business-driven projects and conceived the original idea of standards for broadband connected TVs for the BBC. Bill left IBM in June 2009 to focus on easeltv. He has 25 years’ experience managing IT projects to deliver business value. @billjscott

Crispin Sheridan

Senior Director of Search Marketing Strategy SAP Marketing Crispin 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. @crispinsheridan

Martin Sinner

Founder & Managing Director Idealo Internet GmbH Martin is founder and managing director of Idealo Internet GmbH, a Berlin-based company that runs product and flight price comparison websites within Germany, France, and the U.K. Idealo.de is among the top players in Germany and is ranked within the top 50 of all

Jamie Smith CEO Engine Ready

Smith got an early entrepreneurial start during the start of the Internet boom, building and selling websites. He has over 10 years of Internet marketing experience. In 1998, he 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. @enginereadyceo

Constance “Connie” Stack VP, Sales & Marketing WordStream

Constance Stack joined WordStream in June 2009. She is an entrepreneur and startup specialist having founded her own company (ManageContacts.com) and served on the executive team of many other startups, including Optas. Connie was CEO of Consumer Finance Advisor (CFA), a portal for consumers looking for financial products ranging from mortgages to auto loans. Connie honed her search marketing skills at CFA, as she and her team leveraged the long tail of search to achieve success in a very competitive online space. Connie has a business degree from Laurentian University in Ontario, Canada, and she’s a proud member of the extended family of the Massachusetts Institute of Technology (MIT), having served as a mentor for the MIT Venture Mentoring Service (VMS). Connie lives just north of Boston with her husband, Mike.

Jim Sterne

Chairman, Web Analytics Association & Founder, eMetrics Marketing Optimization Summit 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. He was named one of the 50 most influential people in digital marketing by Revolution, the U.K.’s premier interactive marketing magazine. @jimsterne

Allan Stewart

Head of Online Marketing PULSE With eight years’ industry experience, Allan is a burgeoning and well-regarded SEM professional. For the past four years, he has been working in the recruitment industry for PULSE, heading up

their web team, driving online strategies, and trailblazing a range of projects, many of which have set the standard in recruitment. Prior to his time at PULSE, Allan spent 18 months as SEO manager at Oddschecker, a large and gaming comparison website. While there, Allan was in charge of SEO, PPC, information architecture, and other activities. Allan gained knowledge of search through a network of Scottish SEO professionals, and fresh out of Uni made the bold decision to co-found his own agency, FireflySEO, which he is still involved with today. In his spare time, Allan is an affiliate, blogger and writes for a number of high profile industry publications. @fireflyseo

Mikkel deMib Svendsen Creative Director deMib.com

Mikkel deMib Svendsen is a long-term moderator at Search Engine Forums, where he established and managed the two forums, “Dynamic pages, frames and stuff” and “Non-English Search Engines.” He is known as the resident authority on advanced problems with frames, dynamic pages, Flash, and cloaking. He has years of experience with search engines and SEO, having served as manager of the largest Scandinavian search engine and as VP of product development at Ankiro, Denmark’s leading search product company. He also regularly services a number of Europe’s major portals and search engines as a consultant in search-related projects. He served as co-chair of Search Engine Strategies Copenhagen 2001.

David Szetela CEO Clix Marketing

Online advertising expert David Szetela is owner and CEO of Clix Marketing, one of the few agencies that specializes exclusively in pay-per-click (PPC) advertising, creating, and optimizing clients’ Google AdWords, Yahoo Search Marketing, and Microsoft adCenter advertising campaigns. Clix is also one of the few agencies paid according to performance — as a percentage of profit or a commission per sales lead generated. Szetela’s 25-plus-year career working for small magazine publishers as well as Apple Computer and Ziff-Davis Publishing has provided him deep experience in direct response marketing. He is active in the Search Engine Marketing Professional Organization (SEMPO) and is one of the authors of SEMPO’s advanced search advertising course. His articles on PPC advertising have been published in MediaPost, Search Engine Land, MarketingSherpa, in his weekly “Profitable PPC” column published by Search Engine Watch, and in the SEW blog. He is a frequent speaker at search and advertising industry events like Search Engine Strategies, SMX, PPC Summit, and MarketingSherpa Summit, and he hosts a weekly radio show, “PPC Rockstars,” distributed by Webmasterradio.fm and iTunes. @szetela

Ralph Tegtmeier aka Fantomaster

Ralph Tegtmeier graduated with a master of arts from the University of Bonn, Germany, in 1981. He has gained website development and web marketing experience since the fall of 1994. He is the co-founder and principal of fantomaster.com GmbH (Belgium), a company specializing in webmaster software development, industrial-strength cloaking, and search engine positioning services. @fantomaster SearchEngineStrategies.com § SES

Speaker Bios

German sites. Idealo was acquired in 2006 by Germany’s leading publishing company, Axel Springer AG. Martin is now responsible for several SEO and SEM activities of Axel Springer companies.

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 site usability, information architecture (IA), and web design 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, Deloitte and Touche, National Cancer Institute, and WebMD. As a pioneer in the area of search engine-friendly website design, she has a 100 percent success rate for getting client sites ranked at the top of search engines. She is the author of Search Engine Visibility, which has been translated into French, Japanese, Korean, Russian, and Polish. Her new book, When Search Meets Web Usability was released in 2009. Omni Marketing Interactive has been featured in many publications, including The New York Times, USA Today, Fortune, Internet Retailer, and Crain’s Chicago Business. @sharithurow

Bas van den Beld

Search Strategist NetTraject/ Searchcowboys Bas van den Beld is a web/search strategist, international search specialist, trainer, and well-respected blogger. Bas is well informed about what’s going on in the world of Internet and search marketing worldwide and especially Europe. He’s the owner of NetTraject, a Dutch company that advises on international search matters and provides training in search engine marketing and project management. He is founder, an owner, and chief editor of Searchcowboys. com, one of the leading websites on search marketing in Europe. He is also a regular speaker at various marketing and search events. He hosts several podcasts, including a weekly show on a WebmasterRadio.FM. Bas publishes on SearchCowboys, DutchCowboys, and his personal blog, www.basvandenbeld.com. @basvandenbeld

Peter van der Graaf

Advanced Search Specialist Search Specialist Peter van der Graaf has been active in search engine marketing for ten years having worked on technical SEO for search engines like Alta Vista, Lycos and Yahoo. Peter now focuses mainly on influencing peoples’ behavior so that they spread the correct messages in order to be picked up by the search engines. He has instructed at many Dutch search engine marketing firms and speaks at workshops, conferences and universities. He is currently focusing on “viral linkbuilding” which he believes is the most effective way to increase organic ranking.

Rob Walk

Speaker Bios

Managing Partner NovaRising Rob Walk has been pioneering emerging technologies and integrating digital into the mainstream marketing mix for the past 12 years. Through this time, he has shaped NovaRising into one of the U.K.’s foremost future media innovators, defining the use of numerous emerging technologies across the web, mobile, and digital TV space. Rob’s team has been involved in many seminal projects, working with Sky on interactive TV from 2000, prototyping 3G mobile phone services in the U.K., through to developing the first definitive Internet music chart and the broadband connected TV

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prototype for the BBC. Rob has an MBA from Imperial College, London. In his spare time, he plays correspondence chess, playing for England and winning the British championship in 2001 and reaching the World ICCF semifinals in 2007. @novarising

Julie Warburton

Client Service Director Microsoft Advertising (UK) Julie joined Microsoft in 2004 as regional service manager for Europe, responsible initially for developing and managing the search account services teams, which provide world-class service to Microsoft’s premium search clients. Over time, her role evolved to also include display media operations. She is now client service director for Microsoft Advertising (U.K.), responsible for premium search, display account management, and both display and network operations. Julie’s career in new media began in 1998 as advertising operations director at Yahoo Europe, where she expanded her role to include advertising systems and created a team of technical specialists to support the regional ad ops teams. In 2002, she joined Overture U.K. as head of implementation as part of the account management group and in 2003 became a product manager, supporting the customer operations group in Dublin. Her offline career covered multiple sales operations management roles in traditional business magazine publishing and conference organisations.

Matthew Wood Founder a4uexpo

Matthew graduated from Bristol in 2001 and after traveling through Asia, opted out of the corporate dot-com world and incorporated Existem Ltd, where he remains managing director. Matthew has built a strong team of talented developers, designers, and marketing professionals based at the Paintworks in Bristol who wireframe, develop, and monetise consumer-focused websites, utilising the many corners of affiliate marketing, including paid search, organic seo, social media, voucher codes, product feeds, and cashback. In mid-2006, Matthew launched a4uexpo and June 2008 saw the birth of Existem Events Ltd, coinciding with the launch of a new black tie awards ceremony for the affiliate marketing industry. Matthew continues to diversify as an entrepreneur and also invests in startups and joint ventures on a national and global scale.

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 for Metamend, he managed and led the optimization campaigns for web properties ranging from SOHOs to Fortune 500 sites. He split Metamend and Enquisite into separate companies in 2006, as Enquisite’s services are designed for use by any SEO and SEM. 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. @rzwicky

New York 2010

Chicago 2010

Toronto 2010

London 2011

March 22-26 Hilton New York

June 9-11 Hyatt Regency Toronto

Oct. 19-21 Chicago Hilton

February TBD

San Francisco 2010 Aug. 16-20 Moscone Center West

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! 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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