SES Magazine March 2010 by Incisive Media

YOUR GUIDE TO

SES New York Conference Agenda 6-8 Floor Plan 12-15 Sponsors 17-38

SearchEngineStrategies.com

March 2010

Ever-evolving engines The online discovery experience broadens at Bing. 66

PLUS Search and social converge 64 Top 10 PPC campaign mistakes 70 Video advertising comes into its own 74

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contents

features

66 76 112

columns

Ever-evolving engines The keyword-to-URL mapping system pioneered by early search engines still serves a great purpose, but as people move from simply finding information to conducting their everyday tasks online, the search paradigm needs to shift. Here’s how Bing is addressing the challenge. §

Stop benchmarking your competitors

7 tips to help your website help your customers make decisions

Online marketing & social media: Thinking beyond the web browser

Digital asset optimization: Social media meets SEO

As search & social converge, engagement matters

How universal & real-time search have affected click-through rates

ARound the town: NEW YORK Looking for things to do in New York this week? Need a bank, drugstore, or bar near the conference venue? Look no further — we’ve compiled a brief city guide to acclimate you. §

GLOSSARY Terms and acronyms every search marketer should know. §

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

earn $1,000

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

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

conference information

6-8 12-15 17-38 41-57 March 2010

SES § March 2010 {New York}

79-110

Sessions

Learn more about the speakers and session moderators.

Social networking services are outpacing search engines in audience growth, and are also rapidly catching up in terms of audience size. §

With new search methods more readily available, SEOs are finding inventive ways to fight falling click-through rates on search engine results pages. Are you? §

UGC drives search on product pages & beyond

Search team vs. affiliate team: internal revenue wars

Video advertising comes into its own

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

Speaker bios

Weaving content into the social fabric of the web embeds your products, brands, and information into places where people gather, converse, and share. §

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

When planning your online marketing strategies, you now have to account for optimizing not just web pages, but also content that sits on social sites and within mobile applications. §

Top 10 PPC campaign mistakes

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

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

If more sites were advocates for their customers, the content would be better, navigation and linking would be more intuitive, and users would easily be able to decide if a company was the right fit for them or not. §

AGENDA

Floor plan

At best, analyzing your competitors’ SEO practices will misdirect your resources; at worst, you’ll be penalized. §

All search marketers should go through this checklist of common campaign mistakes to make sure they aren’t wasting money or missing opportunity. §

Allowing consumers to give opinions and reviews builds content, which companies can use to drive natural search to all types of pages. §

To maintain a healthy working relationship between your affiliate and search teams, consider deploying these practices. §

Video-based advertising was once the exclusive domain of major advertisers. No longer. §

SearchEngineStrategies.com ยง SES

Staff Matt McGowan Publisher, Head of U.S.

Mike Grehan VP, Global Content Director

Magazine Managing Editor Drew Eastmead Contributors Mark Blanchard, Sam Decker, Liana Evans, Harry Gold, Kevin Lee, Jack Marshall, Yusuf Mehdi, Prashant Puri, Zachary Rodgers, Conrad Saam, Lori Weiman

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

PROGRAM DEVELOPMENT

Mike Grehan SES Advisory Board Co-Chair

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

OPERATIONS Director, Operations Michele McDermott Operations Manager Dan Hoskins

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

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/newyork

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

CORPORATE Chief Executive Tim Weller Group Managing Director James Hanbury

Matthew Bailey President SiteLogic

Andrew Goodman Principal Page Zero Media

Lee Odden CEO TopRank Online Marketing

Thomas Bindl Founder & CEO Refined Labs GmbH

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

Pauline Ores Sr. Marketing Mgr, Social Media IBM Corporation

Mikel Chertudi VP, Demand & Online Marketing Omniture

Bill Hunt President Back Azimuth Consulting

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

Brett Crosby Group PPM Google

Anne Kennedy Managing Partner Beyond Ink

Erica Schmidt Global Search Director Isobar

Bryan Eisenberg Bestselling author bryaneisenberg.com

John Marshall CTO Beyond Ink

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

Jeff Ferguson Sr. Director, Online Marketing Local.com

Jon Myers Head of Search/Assoc. Director Mediavest

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Conference 12-15 Floor Plan 17-38 Sponsors

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Advertiser Page Acquisio (insert).......................... 41 Ask Sponsored Listings............... C3 Atrinsic....................................... 40 Bing.............................................. 5 Brafton CustomNews.................. 23 Brick Marketing............................ 3 Bruce Clay.................................... 7 BusinessOnLine............................ 9 ClearSaleing Inc.......................... 46 ClickEquations............................ 33

Facebook...............................10-11 Findology Interactive Media........ 69 Flashecom Inc............................ 83 iContact...................................... C2 iCrossing.................................... 78 iProspect...................................... 1 LinkShare Corporation................ 13 LinkWorth................................... 51 LocalSplash.com........................ 29 Marin Software........................... C4 Onward Search........................... 58 Performics.................................. 89 PRWeb...................................... 101

Searchmetrics GMBH.................. 65 Sedo.com................................... 37 SiteTuners.................................. 35 SmartBriefs.............................. 105 The Search Monitor.................... 25 topseos.com............................... 85 Trackur....................................... 91 Unica.......................................... 73 Univ. of San Francisco Online ..... 27 WebmasterRadio.FM................. 109 Website Magazine...................... 97 Wiley Publishing......................... 21 Wpromote................................... 16

EXPLORE Images Videos Shopping News Maps Travel History Visual Search

Congratulations Crunchies Award Winners! Bing: Best New Startup or Product of 2009 TechCrunch, January 2010

Visit us at http://advertising.microsoft.com.

You Dream It. We Deliver It.

Day 1: Tuesday, March 23 Agenda

Track Location

Search Fundamentals Sutton Center

Beyond the Crawlers Grand Ballroom

Search Analytics Sutton South

The State of Search Sutton North

Also on Tuesday (see page 8)

Search on the Edge Nassau

Track Sponsor

7:30a-6:45p 8-9a 9-10:15a

Registration Morning Coffee — Grand Ballroom Foyer Conference Welcome/Orientation & Opening Keynote: David Meerman Scott, “The New Rules of Marketing & PR” — Grand Ballroom

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

Digital Asset Optimization

Introduction to Analytics

Networking Lunch — Americas Hall 2 | Successful Information Architecture

Post-Mortem: Banned Site Forensics

SEO Performance Marketing

Managing a Global SEO Campaign

Keynote Panel: Search Marketing: Analyze This — Grand Ballroom

3-3:30p

Afternoon Break — Expo Hall Link-Building Basics

Pushing Content via XML, RSS & Site Maps

Meaningful SEO Metrics: Beyond the Numbers

4:30-4:45p 4:45-5:45p

Google: Improved Ads Quality

Session Interval

2-3p

3:30-4:30p

Networking Workshop (invite only) — Murray Hill

1:45-2p

How to Become a Link Magnet

Search: Where to Next?

Wpromote: 2010 SEM Campaigns

From Real-Time Search to Dynamic Discovery

Search & the Integrated Marketing Mix

Augmented Reality: It’s a Brave New World

Session Interval Developing Great Content

Google: AdWords Features & Tools

5:45-6:45p

Deep Dive Into Analytics: Bounce Rate

Networking Cocktail Reception — Expo Hall

Day 2: Wednesday, March 24 Track Location

Search Fundamentals Sutton Center

News & Advertising Grand Ballroom

Geek Speak Sutton North

OMS Sutton South

8a-6p

Registration

8-9a

Morning Coffee — Grand Ballroom Foyer

9-10a

Morning Keynote: Avinash Kaushik, Google, “Be Awesome: Ideas for Approaching Search Analytics Differently” — Grand Ballroom

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

Coffee Break — Expo Hall (open 10a-4p) Paid Search 101

11:45a-12:45p

Bringing SEO In-House: The Pros and Cons

Covario: Search Powered Marketing

Networking Lunch — Americas Hall 2 |

Information Retrieval on the Web

Keynote Panel: Video: The Next Digital Marketing Frontier — Grand Ballroom

1:45-2:15p

Session Interval Paid Search Super Tools

News Search Optimization

3:30-3:45p 3:45-4:45p

Stretching Your Marketing Dollars

Automating Twitter

E-mail Marketing Beyond the Open Rate

Afternoon Break — Expo Hall SEO 101

Storyteller Marketing: The Art of Storytelling

4:45-5p 5-6p

Integrating Social Media & Search to Drive Brand

Networking Workshop (invite only) — Murray Hill

12:45-1:45p

2:15-3:30p

Selling Search to the C-Suite

We Build Pages: Link Building

Behavioral Analytics & Data-Driven Marketing

Session Interval SEO Super Tools

6-7p

Business Nassau

SES § March 2010 {New York}

Real-Time SEO: No More Yesterday’s News

Advanced B2B Search Marketing

Duplicate Content & Multiple Site Issues

Real-Time Search & Twitter

White Hat/Black Hat: Unconferenced — Bridges Bar, Hilton New York Sponsored Sessions (open to all)

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

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

Search Engine Optimization (SEO) Services

Our comprehensive SEO offerings are a specific expertise of our company. A leader in the Search Engine Optimization industry more than 14 years, we have a strong reputation and capability for helping companies of all sizes to achieve their SEO goals.

Pay Per Click (PPC) Services

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

Branding Services

Initial services focus on banner advertising channels, but also cover press releases, community and personal preference searches (Collarity), and social media as methods for improving recognition within targeted audience areas. Our emphasis on brand recognition within a space is what will generate the traffic most likely to convert.

Internet Marketing Tools

Internet marketing is difficult and it isn’t getting While organic Search Engine Optimization any easier. Luckily, we have plenty of online generates traffic, it is not the only service that tools to combat this ever-increasing complexity. can do so. Our PPC management services are ® makes designed for those with an immediate need for traffic, as Our integrated, fully supported SEOToolSet sense of site and search engine data to help you stay well as a long-term need. Our PPC services focus on the on top of your online competition. return on investment, and are designed to maximize your profit, not maximize your spend. Web Analytics is critical to your traffic programs — you need to know what converts! We offer a range of services and tools to help you understand the traffic sources, what converts, what doesn’t, and how to take action. We consider these the perfect companion to all our Internet marketing traffic generation programs.

Web Design Services

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

Learn how to improve your rankings across all of the major search engines and increase the qualified traffic to your Web site. Based on years of search engine research and successful Web site optimization, our SEO Training course teaches you how to analyze search engine results and optimize your site to accomplish your SEO goals. Attend an Upcoming SEO Training Course:  April 12–16, 2010 in Simi Valley, CA  May 3–5, 2010 in Long Island, NY  May 10–14, 2010 in Simi Valley, CA

Visit us in Booth #1217 www.BruceClay.com

100224

Web Analytics Services

SEO Training

866 - 517-190 0

SearchEngineStrategies.com § SES

Agenda

Day 3: Thursday, March 25 Track Location

Search & Social Grand Ballroom

Hybrid Sutton South

Advanced Issues Sutton North

Also on Thursday (see below)

Geek Sutton Center

Clinics Nassau

8a-4p

Registration

8-9a

Morning Coffee — Grand Ballroom Foyer

9-10a

Morning Keynote: Yusuf Mehdi, Bing, “The Evolution of Search: End Users Signal The Way” — Grand Ballroom

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

Coffee Break Social Media 101

PPC or SEO? The Ultimate Search Marketing Battle

11:45a-12:45p 12:45-2p

The Business Value of Social Media

21 Secrets of Top-Converting Websites

Paid Search Site Clinic

Advanced Paid Search Tactics

Enterprise-Level SEO

E-Commerce Site Clinic

How to Speak Geek: Working With IT

Big Sites & Big Brands Site Clinic

Conversion Ninja Toolbox

Conversion Site Clinic

Session Interval Social & the Marketing Mix

Spotlight on Fashion: Blogging for Style

3:30-4p 4-5:15p

Ad Networks & Exchanges: Display

Networking Lunch — Americas Hall 2

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

Eye-Tracking Research Update

Ads in a Quality Score World Afternoon Break — Sutton Foyer

Search, PR, & the Social Butterfly

Crossing Borders: Global Site Clinic

5:15-5:45p

Advanced Keyword Research

Wrap-up Session/Open Forum — Grand Ballroom

Tuesday, March 23: Local Search Summit Gramercy B

Thursday, March 25:

Affiliate Marketing Forum

Murray Hill 10:30-11:45a Affiliate Marketing for Small & Medium-Sized Businesses 12:45-2p Affiliate Marketing & Social Media 2:15-3:30p Grow Your Affiliate Sales 4-5:15p Affiliate Marketing 3.0 A For more information: SearchEngineStrategies.com/newyork/affiliate-marketing.php

10:45-11:45a Local Search Ranking Factors 12:45-1:45p Local Search & Social Media 3:30-4:30p Q&A with the Search Engines 4:45-5:45p Local Mobile Marketing A For more information: www.localsearchsummit.com

For more details on the sessions and their speakers, see the descriptions beginning on

page 42

For details on both Monday’s and Friday’s training workshops, go to

page 56

Win a brand new Honda Fit! To enter, visit Business.com (Booth 300) and PM Digital (Booth 215) to get your entry form stamped. Then, drop it off at Booth 1315 in Americas Hall 1 (level 3); see the floor plan on page 14. The winner will be announced at 3:45 p.m. on Wednesday, March 24. Must be present to win.

SES § March 2010 {New York}

Note: The following are open to all attendees (including Expo Hall only):

§ sponsored sessions § keynotes & keynote panels § networking cocktail reception § express site clinics (Booth 1404) § theater presentations

sponsored by

Agenda SearchEngineStrategies.com ยง SES

Find your customers

Learn more at Search Engine Strategies New York March 23-24 March 23 @ 11:45 March 24 @ 11:45

Exhibition Hall: Facebook Booth #1011 Facebook Ads Overview Workshop Facebook Ads Advanced Workshop

To redeem your $50. If you have a Facebook account: Login to Facebook and go to www.facebook.com/ads/manage. Click on “Billing”. Click on the “Funding Sources” tab, then click “Enter Coupon Code”. If you do not have an account: Go to www.facebook.com/ads and create your ad. Redeem your credit code after the payment step. Promotional Terms: The promotional coupon code and the advertising credits of USD $50 are valid only for purchase of advertising through Facebook’s online advertising system. Advertisers will be charged for incremental cost of advertising that exceeds the promotional credit. Advertisers will need to suspend their ads if they do not wish to receive additional charges beyond the free credit amount. Subject to ad approval, valid registration and acceptance of the generally applicable Facebook Advertising. Terms and Conditions: www.facebook. com/terms_ads.php. The promotional coupon code and advertising credits are non-transferable and may not be sold or bartered. Offer may be revoked at any time for any reason by Facebook. You may only redeem this promotional coupon code if you do not currently have an advertiser account on Facebook. Once you register for an advertiser account, you may only redeem one promotional code coupon. Expires May 31, 2010.

SES § March 2010 {New York}

before they search.

Facebook Ads. A Facebook ad is a great way to start a conversation between you and your ideal customers. You start with over 400 million active users, then can refine by demographics, interests and more to find your exact customers.

Still have questions? Contact a representative at: advertise@facebook.com

$50 free ad credit Create an ad at www.facebook.com/ads Promo code: FB-SES-NY

SearchEngineStrategies.com ยง SES

Hilton New York: Level 2 Bookstore A

(Sessions)

Registration

ENTRANCE TO RHINELANDER

Sutton North

Floor Plan

(see p. 12)

Clinton

Gibson

Press Room

Speaker Room

Murray Hill

Gramercy

Facebook lunches (Tues/Wed)

Local Search Summit (Tuesday)

ENTRANCE TO AMERICAS HALLS

(Keynotes)

HILTON FLOORS

(see p. 12)

Grand Ballroom

A The Grand Ballroom will host the keynotes and keynote panels.

Sutton South

g Registration g Press/Speaker rooms

Hilton New York: Level 3

Nassau

Affiliate Marketing Forum (Thurs)

g Session rooms g Additional programs

SES ยง March 2010 {New York}

Sutton Center

Floor Plan

www.linkshare.com/ses SearchEngineStrategies.com ยง SES

Hilton: Level 2

Hilton: Level 3

(Rhinelander, booths 100-331)

(Americas Hall 1, booths 1000-1403)

132

233

235

232

Theater

333

1316

131

130

231

230

331

330

127

128

229

228

329

328 1416

Floor Plan

1315

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324

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1122 1221

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1116 1217

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108

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314 312 310

1106

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1400 1001

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ENTRANCE A 1000

102

203

202

300

201

BIN

Tuesday, March 23 (10a-6:45p) Networking Reception (5:45-6:45p) Wednesday, March 24 (10a-4p)

SES ยง March 2010 {New York}

1016

1012

Visit all th exhibit e booths in Bingo c hall to get y the o ard sta prize $ mped. ur 1,0 Gra Plus fiv 00 Amex gift nd ca e Must b $100 gift card rd. e prese nt to w s. in.

200

Exhibit Hall Hours

1008

303

ENTRANCE A

100

1004

Registration Hours A A A

Tuesday, March 23 (7:30a-6:45p) Wednesday, March 24 (8a-6p) Thursday, March 25 (8a-4p)

NEW! Booth Bingo

Conference Hours A A A

Tuesday, March 23 (9a-5:45p) Wednesday, March 24 (9a-6p) Thursday, March 25 (9a-5:15p)

Exhibitor List: Booth Numbers Booth

15miles.................................................................208 7Search.com.........................................................102 Acquisio.................................................................310 Acronym Media.....................................................206 AdBuyer.com.........................................................331 Adlift......................................................................313 Adlucent................................................................317 Advertise.com........................................................218 Anchor Intelligence................................................122 Ask Sponsored Listings........................................1106 Atrinsic .................................................................303 Best Of The Web....................................................309 Bing.....................................................................1012 Blogsvertise...........................................................212 Brafton CustomNews.............................................312 Bruce Clay ..........................................................1217 Business.com........................................................300 BusinessOnLine ....................................................130 ClearSaleing Inc.....................................................224 ClickEquations.......................................................222 Compendium Blogware..........................................124 Compete................................................................230 Direct Agents Interactive Advertising......................219 Dozier Internet Law, P.C.........................................308 Emailvision............................................................108

Company

Booth

Engine Ready.........................................................307 Express Site Clinics.............................................1404 eZanga.com, Inc....................................................121 Facebook.............................................................1011 Findology Interactive Media.................................1208 Flashecom Inc.......................................................330 Galaxy Weblinks Inc...............................................231 Google.................................................................1007 gShift Labs............................................................311 iContact.................................................................214 iCrossing.............................................................1004 ideaLaunch............................................................202 Inceptor.................................................................320 iProspect.............................................................1001 LinkShare Corporation...........................................210 LinkWorth..............................................................314 Listrak...................................................................323 LivePerson.............................................................221 Local.com..............................................................207 LookSmart.............................................................106 Marchex................................................................201 Marin Software......................................................209 Market Motive.......................................................127 Offshoring Inc........................................................120 Online Marketing Institute......................................128

Company

Booth

Onward Search......................................................325 PubCon..................................................................327 Pepperjam Network...............................................229 Performics...........................................................1403 PM Digital..............................................................215 PRWeb...................................................................118 Quova....................................................................226 Rosetta..................................................................123 Searchmetrics GMBH.............................................315 Sedo.com..............................................................324 SES Sales Office..................................................1316 Sitecore.................................................................112 Submit Express......................................................319 Superb Internet Corporation...................................223 Superpages.com..................................................1000 Techndu.com.........................................................322 topseos.com..........................................................211 UniversalBusinessListing.org.................................227 University of San Francisco....................................321 Visibility Magazine.................................................225 WebmasterRadio.FM............................................1112 Website Magazine.................................................200 WordStream Inc. ...................................................125 Wpromote Inc........................................................203 Yahoo! Search......................................................1008

Express Site Clinics

Theater Presentations

(Booth 1404; open to all attendees)

(Americas Hall 1; open to all attendees)

Tuesday, March 24

Tuesday, March 23

Small Changes, Big Results (10:30-11:30a) Matthew Bailey, SES Advisory Board & President, Site Logic Marketing Need some help, or just another pair of eyes to check your website? Identify minor changes in your website that could provide major results. If you are particularly daring, bring the access to your analytics.

Ask Sponsored Listings, “Techniques for Broad-match Optimization” (10:30-10:50a)

Bing, “Simplify Your Campaign Management” (11-11:20a)

Brafton CustomNews, “Custom Content Marketing Through Newsfeeds” (11:30-11:50a)

Website Magazine, “Social Media Optimization: Tips & Tactics” (12-12:20p)

Power PPC Advertising Clinic (3-4p) David Szetela, CEO, Clix Marketing Get your Google AdWords PPC advertising campaigns and landing pages analyzed, with specific recommendations for improvement and optimization. Or just come to watch and learn a wide range of tips and best practices.

Acquisio, “Managing Multiple PPC Accounts” (12:30pm-12:50p)

Business.com, “5 Keyword-Related Traps to Avoid in B2B Search Marketing” (1-1:20p)

Wpromote, “From PPC Landing Pages” (1:30-1:50p)

PRWeb, “5 Tips For Optimizing News Releases For Search, SEO, & Media” (2pm-2:20p)

Dave Naylor Search Marketing (4-5p) David Naylor, SEO, Bronco Ever wanted to have an industry-leading SEO look at your website and get an honest and often brutal opinion on whether it is any good? You’ll be amazed at the information you will glean within seconds of the analysis.

Submit Express, “Shift Happens: SEO Alone is not Enough” (2:30-2:50p)

Wednesday, March 24 A Get Some Sage Advice About Your Website (10:30-11:30a) Sage Lewis, President, SageRock.com Looking for a pick-me-up while getting one-on-one advice from a search expert who has been doing it for a decade? Sage makes a point of trying to inspire web marketing greatness through his dynamic and entertaining presentation style.

iContact, “The Top 3 Mistakes Marketers Make with E-mail Marketing” (3-3:20p)

Advertise.com, “Remarketing: The Most Underutilized Online Technology” (3:30-3:50p)

Bruce Clay, “What to Look For in an SEO Vendor” (4-4:20p)

Business Online, “Social Media’s ROI Influence on Branded Search” (4:30-4:50p)

15miles, “Top Local Search Pitfalls (and how to avoid them)” (5-5:20p)

Wednesday, March 24 A

ideaLaunch, “Tracking Content Marketing ROI” (10:30-10:50a)

Google, “Mobile-ize Your Business” (11-11:20a)

Express Search Usability Clinic (2-3p) Shari Thurow, Founder & SEO Director, Omni Marketing Interactive Get one-on-one advice for usability, design, copy, link development, and any technical issues that may prevent your website from receiving high quality search engine traffic and visitor conversions.

Yahoo! Search, “What’s New with Yahoo! Search Marketing?” (11:30-11:50a)

eZanga.com, “How to Select the Right SEM Management Firm” (12-12:20p)

Engine Ready, “7 Steps to Easier & More Accurate Campaign Reading” (12:30-12:50p)

LinkShare, “Uncovering New Opportunities Through Continuous Testing” (1-1:20p)

Your Baby Is Ugly: Landing Page Mini-Critiques (3-4p) Tim Ash, CEO, SiteTuners.com Your landing page has severe and fundamental problems and could have a much higher conversion rate. Join us for complimentary mini-critiques by landing page optimization expert Tim Ash, author of the bestselling book Landing Page Optimization from Wiley Press.

EmailVision, “Convert Leads into Profitable Sales with E-Mail Marketing” (1:30-1:50p)

iCrossing, “Findability & Usability: How Designing for Visibility Pays Off” (2-2:20p)

Marin Software, “ROI-based Campaign Management” (2:30-2:50p)

SearchEngineStrategies.com § SES

Floor Plan

Company

SES ยง March 2010 {New York}

Sponsors &

Exhibitors SearchEngineStrategies.com ยง SES

Expo Hall Hours A

For more information on how to find the following exhibitors, see the floor plan on page 14.

§ Tuesday, March 23

10a-6:45p (networking reception, 5:45-6:45p)

§ Wednesday, March 24

Platinum Sponsors

10a-4p

iContact Booth 214 www.icontact.com

Bing Booth 1012 www.bing.com

Sponsors & Exhibitors

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

Google Booth 1007 & Sponsored Sessions www.google.com

Google’s innovative search technologies connect millions of people around the world with information every day. Founded in 1998 by Stanford Ph.D. students Larry Page and Sergey Brin, Google today is a top web property in all major global markets. Google’s targeted advertising program, which is the largest and fastest growing in the industry, provides businesses of all sizes with measurable results, while enhancing the overall web experience for users. Google is headquartered in Silicon Valley with offices throughout North America, Europe, and Asia.

iContact is the leading email marketing and online communications platform. More than 50,000 businesses, nonprofit organizations, and associations worldwide use iContact to easily create, publish, and track their e-mail newsletters, blogs, surveys, autoresponders, and RSS feeds, including market leaders like AT&T, Vonage, International Paper, Re/ Max, Centex Homes, and Symantec. iContact allows for publishing to multiple online channels through a single web-based interface. Publishers can post content through e-mail newsletters, RSS feeds, blogs, and the iContact community. Visitors to the iContact website can interact with publishers’ content within an engaging community, allowing publishers to build relationships, and increase the number of people they communicate with.

iProspect Booth 1001

www.iprospect.com

iProspect is the original search engine marketing firm. The company helps many of the world’s most successful brands maximize their online marketing ROI through natural search engine optimization, paid search advertising management, online display advertising management, paid inclusion management, shopping feed management, global search engine marketing, web analytics/attribution modeling, search leveraged public relations, online reputation management, and other related services. By dramatically increasing business results for clients, iProspect helps to create search marketing heroes every day. With offices in Boston, San Francisco, Chicago, and Dallas-Fort Worth, as well as global search engine marketing offices, iProspect can be contacted at 1.800.522.1152, or by visiting www.iprospect.com. R

Gold Sponsors

Silver Sponsors

Facebook

Ask Sponsored Listings

Booth 1011 & Sponsored Sessions

Booth 1106

www.facebook.com

http://sponsoredlistings.ask.com/

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

SES § March 2010 {New York}

Ask Sponsored Listings (ASL) is a pay-per-click marketing program that connects advertisers and agencies to 75 million unique users. With the lowest average CPC of any of the tier one search engines, and a network of 90+ sites, ASL offers a way to increase site traffic for a fraction of the industry average price. ASL also provides excellent customer service, including a staff of search specialists to assist with account setup. From small businesses to international corporations, ASL delivers ROI for all users. Ask Sponsored Listings is the search engine marketing extension of Ask.com, a wholly owned business of IAC (Nasdaq: IACI).

Product & Service Guide E-Mail Marketing Solutions

Advertise.com......................................218 Ask Sponsored Listings......................1106 Bing...................................................1012 Blogsvertise.........................................212 Findology...........................................1208 Google...............................................1007 LinkWorth............................................314 Local.com............................................207 LookSmart...........................................106 Marchex..............................................201 Pepperjam Network.............................229 topseos.com........................................211 Visibility Magazine...............................225 Yahoo! Search....................................1008

Emailvision..........................................108 iContact...............................................214 Listrak.................................................323

Affiliate & Performance-Based Marketing Solutions 7Search.com.......................................102 Acquisio...............................................310 Adlucent..............................................317 Atrinsic................................................303 AdBuyer.com.......................................331 Direct Agents Interactive Advertising....219 Facebook...........................................1011 LinkShare Corporation.........................210 LookSmart...........................................106 Pepperjam Network.............................229 Website Magazine...............................200

Blog Advertising Blogsvertise.........................................212 LinkWorth............................................314 Online Marketing Institute....................128

Click Fraud Prevention & Website Security Anchor Intelligence..............................122 Dozier Internet Law, P.C.......................308 Quova..................................................226

Content Management Dozier Internet Law, P.C.......................308 Quova..................................................226 Sitecore...............................................112

Content & News Feed Providers Brafton CustomNews...........................312 ideaLaunch.com..................................202 Online Marketing Institute....................128 PRWeb.................................................118 WebmasterRadio.FM..........................1112

Display Advertising AdBuyer.com.......................................331 Advertise.com......................................218 Business.com......................................300 iProspect...........................................1001 Website Magazine...............................200 Yahoo! Search....................................1008

Domain Registrars Superb Internet Corporation.................223

General Search Engines 7Search.com.......................................102 Ask Sponsored Listings......................1106 Best of the Web...................................309 Bing...................................................1012 eZanga.com.........................................121 Google...............................................1007 Yahoo! Search....................................1008

Interactive Marketing Agencies 15miles...............................................208 Adlucent..............................................317 Atrinsic................................................303 BusinessOnLine...................................130 iCrossing...........................................1004 Pepperjam Network.............................229 Performics.........................................1403 PM Digital............................................215 Rosetta................................................123 Submit Express....................................319

Interactive Marketing Associations & Publications topseos.com........................................211 Visibility Magazine...............................225 WebmasterRadio.FM..........................1112 Website Magazine...............................200

Local Search Marketing Services & Directories 15miles...............................................208 Best of the Web...................................309 Direct Agents Interactive Advertising....219 Findology...........................................1208 Local.com............................................207 Marchex..............................................201 Quova..................................................226 Superpages.com................................1000 UniversalBusinessListing.org...............227

Marketing Optimization Solutions Acquisio...............................................310 Anchor Intelligence..............................122 Brafton CustomNews...........................312 Bruce Clay, Inc...................................1217 BusinessOnLine...................................130 ClearSaleing........................................224 ClickEquations.....................................222 Compendium Blogware........................124 Compete..............................................230 Dozier Internet Law, P.C.......................308 Emailvision..........................................108 Flashecom Inc.....................................330 gShift Labs..........................................311 ideaLaunch.com..................................202 LinkShare Corporation.........................210 Listrak.................................................323 LivePerson...........................................221

Market Motive.....................................127 PRWeb.................................................118 Searchmetrics GmbH...........................315 Sedo.com............................................324 UniversalBusinessListing.org...............227

Organic Search Marketing Brafton CustomNews...........................312 Bruce Clay, Inc...................................1217 Compendium Blogware........................124 Engine Ready.......................................307 Flashecom Inc.....................................330 gShift Labs..........................................311 ideaLaunch.com..................................202 Inceptor...............................................320 iProspect...........................................1001 LinkWorth............................................314 Market Motive.....................................127 Performics.........................................1403 PM Digital............................................215 PRWeb.................................................118 Rosetta................................................123 Searchmetrics GmbH...........................315 Sedo.com............................................324 Submit Express....................................319 Techndu.com.......................................322 topseos.com........................................211 UniversalBusinessListing.org...............227 Visibility Magazine...............................225 Wpromote............................................203

Pay-Per Click Networks & Management Services 7Search.com.......................................102 Advertise.com......................................218 Ask Sponsored Listings......................1106 Blogsvertise.........................................212 Business.com......................................300 eZanga.com.........................................121 Findology...........................................1208 Inceptor...............................................320 LookSmart...........................................106 Sedo.com............................................324 Techndu.com.......................................322 WordStream Inc...................................125 Wpromote............................................203

Pay-Per-Call Companies Marchex..............................................201 WordStream Inc...................................125

Search Marketing Agencies 15miles...............................................208 Acronym Media...................................206 Adlucent..............................................317 Atrinsic................................................303 Bruce Clay, Inc...................................1217 BusinessOnLine...................................130 Direct Agents Interactive Advertising....219 Engine Ready.......................................307 eZanga.com.........................................121 iCrossing...........................................1004 Inceptor...............................................320 iProspect...........................................1001

LinkShare Corporation.........................210 Performics.........................................1403 PM Digital............................................215 Rosetta................................................123 Submit Express....................................319 Wpromote............................................203

Search Marketing Software Acquisio...............................................310 Acronym Media...................................206 AdBuyer.com.......................................331 ClearSaleing........................................224 ClickEquations.....................................222 Compendium Blogware........................124 Engine Ready.......................................307 Galaxy Weblinks...................................231 gShift Labs..........................................311 Marin Software....................................209 Searchmetrics GmbH...........................315 WordStream Inc...................................125

Shopping Cart & E-Commerce Solution Providers Emailvision..........................................108 Flashecom Inc.....................................330 Galaxy Weblinks...................................231 Superb Internet Corporation.................223 Techndu.com.......................................322

Specialized Search Engines (Multimedia, Mobile, Shopping, International, etc.) Best of the Web...................................309 Bing...................................................1012 Business.com......................................300 Local.com............................................207

Staffing Solutions Offshoring.com....................................120 Onward Search....................................325

Training Courses & Cerification in Search Marketing Market Motive.....................................127 Online Marketing Institute....................128 PubCon................................................327 University of San Francisco..................321

Web Analytics Acronym Media...................................206 Anchor Intelligence..............................122 ClearSaleing........................................224 ClickEquations.....................................222 Compete..............................................230 Google...............................................1007 LivePerson...........................................221 Sitecore...............................................112

Website Search & Technologies Galaxy Weblinks...................................231 iCrossing...........................................1004 LivePerson...........................................221 Sitecore...............................................112 Superb Internet Corporation.................223

SearchEngineStrategies.com § SES

Sponsors & Exhibitors

Advertising Networks

*Booth #s on right

Bruce Clay

Sponsors & Exhibitors

Booth 1217 www.bruceclay.com

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

BusinessOnLine Booth 130

Sponsors & Exhibitors

www.businessol.com

BusinessOnline is an interactive marketing company with a 14-year track record of leveraging the power of the Internet to help clients grow. By intensely focusing on developing a deep understanding of user needs, BusinessOnline discovers powerful user insights that can be leveraged to achieve strategic goals. BusinessOnLine has leveraged its cross-functional team of industry experts to integrate search engine marketing (SEO, PPC), social media, user experience, web development, and analytics into cohesive and measureable strategies that attract, engage, and drive consumers toward desired actions. The company has been selected by BtoB Magazine as a top interactive agency for the past two years and was appointed a top three designation in 2009. For more information, call (619) 699-0767 or visit our website.

LinkShare Corporation Booth 210 www.linkshare.com

LinkShare Corporation is a leading global provider of technology solutions and services, and the distribution network e-retailers need to create, manage, and optimize successful affiliate marketing programs. LinkShare also offers unique performance-based search marketing services, and robust tools to track the ROI of any kind of online partnership. LinkShare empowers clients with the ability to collaborate with any partner online and develop cost-efficient pay-for-performance campaigns. LinkShare clients are Fortune 500 and prominent companies doing business online, including J.C. Penney, 1-800-Flowers.com, American Express, Avon Products, and Dell. LinkShare was founded in 1996 and is headquartered in New York City, with offices in San Francisco, Chicago, London, and Tokyo. LinkShare is a wholly owned subsidiary of Rakuten, Inc.

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SES § March 2010 {New York}

15miles Booth 208 www.15miles.com

15miles is a full-service interactive division of TMP Directional Marketing (TMPDM), the largest local search marketing agency that provides digital solutions for clients with a focus on local search marketing. The division develops digital marketing programs that help businesses connect with their consumers online, resulting in more highly qualified leads and online sales. TMPDM is a nationally recognized industry leader. The company has earned numerous awards and honors, including being named among Advertising Age’s annual ranking of top search engine agencies and being ranked as one of BtoB Magazine’s top interactive agencies in 2009. For more information, visit www.tmpdm.com.

7Search.com Booth 102 www.7search.com

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

Acquisio Booth 310 www.acquisio.com

Acquisio SEARCH is a productivity platform designed for SEM agencies. It helps agencies launch, manage, automate, and optimize PPC campaigns across all search engines. The platform helps marketers save time on redundant tasks so they can spend more of it on strategy and intelligent campaign refinement. Some of Acquisio SEARCH’s highlights include the industry’s most sophisticated white-label reporting engine, a powerful and intuitive multi-engine bulk editor, the most flexible and easy-to-use rule-based campaign automation engine, advanced budget and KPI tracking capabilities, automatic currency conversion, external data feeds, and much more.

Advertise.com Booth 218 www.advertise.com

Advertise.com is a premier platform for search, display, CPA and remarketing solutions that enables advertisers to reach a wider audience through their exclusive network of search engines and publisher properties. Leading the charge in online advertising since 2001, Advertise.com has been connecting thousands of advertisers with millions of consumers every day — now delivering more than

Improve your online marketing with an Hour a Day!

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Sponsors & Exhibitors

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10 billion ad impressions each month. Offering a range of highquality, low-cost pay-per-click advertising, contextual targeting, CPA, and banner ad opportunities, Advertise.com is focused on providing the most effective, most affordable, and easiest-to-use advertising platform in the industry.

Acronym Media Booth 206

Sponsors & Exhibitors

www.acronym.com

Acronym Media is an independent, global search and keyworddriven marketing agency, headquartered in New York’s landmark Empire State Building, with operations in the U.S., U.K., Germany, Brazil, Russia, and Singapore. Consistently rated as a top 10 search engine marketing agency by Advertising Age, Acronym offers its clients more than 14 years of search marketing experience and a distinct approach to enterprise-wide keyword optimization. Acronym’s unique keyword-driven marketing methodology places topmost importance on the language and keywords customers use and understand in order to help clients discern user intent and build effective marketing programs. Guided by keyword intelligence, Acronym’s experts drive cross-media optimization and craft enterprise-level SEO, paid search, contextual, and other digital marketing programs. Newly-launched KDM service offerings focus on strategy consulting, market research, web analytics, and keyword marketing dashboards. Clients include Four Seasons Hotels, BMW, Priceline.com, Nokia, and Sirius Satellite Radio. Acronym Media can be reached at 877 SEM ACRO (+1 212 691 7051), info@acronym.com, or by visiting our website.

AdBuyer.com Booth 331 www.adbuyer.com

AdBuyer.com provides the only media buying and optimization platform across the major search engines and display ad exchanges, helping direct response marketers and agencies understand how their advertising is performing and what they can do to improve ROI.

Adlift

Booth 313 www.adlift.com

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

Adlucent Booth 317 www.adlucent.com

Adlucent’s predictive search technology can help you uncover the full potential of your search marketing efforts. Our Deep Search software was specifically developed to help Internet retailers leverage the power of search. Whether the goal is new customer acquisition or increasing sales, Adlucent has spent the past 10 years developing technology to power search marketing for the world’s largest

SES § March 2010 {New York}

Internet retailers. Adlucent makes your current search strategy more effective by modeling online shopping behavior. By predicting the future performance of your products, we minimize testing time and costs, so you can drive more revenue and attract new customers. We combine a deep understanding of seasonal trends as well as brand, product, and category performance to drive highly qualified buyers to your store. And because our technology is built for massive scale, we can effectively manage campaigns for millions of products. We know you have a dizzying array of search vendors and technology solutions to choose from. So we make the choice easier by offering a pure performance-based model. To prove the value of our predictive Deep Search technology, we invest our capital in your campaign. You pay only for sales, not clicks. By design, our success is strategically tied to your success.

Anchor Intelligence Booth 122 www.anchorintelligence.com

Anchor Intelligence provides the search marketing community with rigorous, cutting-edge solutions to derive more value from online advertising. By aggregating user reputation and intent data from across the web, Anchor’s ClearMark product suite enables search engines, ad networks, and advertisers to tap into the unrecognized potential of their marketing efforts by predicting click and keyword performance.

Atrinsic Booth 303 www.atrinsic.com

Atrinsic is one of the leading digital advertising and entertainment networks in the United States. Atrinsic brings together the power of the Internet, the latest in mobile technology, and traditional marketing/advertising methodologies, creating a fully integrated vehicle for the generation of qualified leads monetized by the sale and distribution of entertainment content, brand-based distribution and pay-for-performance advertising. Feature-rich advertising services include a mobile ad network, extensive search capabilities (SEM/ SEO), e-mail marketing, one of the largest and growing affiliate networks, robust media buying technology, a social media application ad network, and proprietary entertainment content.

Best Of The Web Booth 309 www.botw.org

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

Sponsors & Exhibitors SearchEngineStrategies.com ยง SES

Blogsvertise

ClickEquations

Booth 212

Booth 222

www.blogsvertise.com

www.clickequations.com

Brafton CustomNews

Compendium Blogware

Booth 312

Booth 124

www.brafton.com

www.compendium.com

Sponsors & Exhibitors

Blogsvertise is an exciting way for advertisers to begin advertising on blogs and reach the blogging community. Benefits for Internet advertisers are enormous. By advertising on blogs, advertisers generate buzz, build publicity, and promote their websites. With the Blogsvertise system, advertisers are in full control of the advertising process, deciding which blogs they wish to advertise on before starting their ad campaign. We are one of the oldest and largest blog advertising networks online. Bloggers also benefit through the Blogsvertise ad network by registering their blog in the system and earning extra income and revenue by placing advertisements on their blogs. Don’t just advertise, Blogsvertise!

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

Business.com Booth 300 www.business.com

Business.com is the leading online resource for business purchasing decisions, serving more than 40 million business users and thousands of advertisers every month. Business.com helps business decision-makers quickly find what they need to make informed purchasing decisions, and enables business-to-business marketers to reach this valuable business audience. Business.com also features the Internet’s largest collection of business content with more than 35,000 expert business guides. Business.com was recently named to the 2009 BtoB’s “Media Power 50” in the general business category.

ClearSaleing Inc. Booth 224 www.clearsaleing.com

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

SES § March 2010 {New York}

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

Compendium Blogware is a web-based blogging platform built for businesses and organizations. With its administrative layers and proprietary compending feature that maximizes search engine optimization, the company offers businesses an innovative solution for lead generation, customer acquisition, and humanizing their marketing.

Compete Booth 230

www.compete.com

Compete provides marketers with actionable digital intelligence to improve their online and offline marketing effectiveness. Hundreds of clients, including the world’s leading brands, rely on Compete to help them create more effective websites and more targeted advertising campaigns. Compete’s products include online measurement tools available at Compete.com, as well as deep consumer and competitor insights in the automotive, consumer goods, financial services, media, retail, telecom, and travel industries. Compete’s offerings are based on the online behavior and survey responses of millions of consumers, the largest integrated panel of its kind. Compete’s unique multi-source panel methodology and industryleading data management practices ensure our panel is unmatched in its depth, quality, and integrity. Compete is a unit of TNS Media and a member of the WPP Digital Network. To increase your digital intelligence, our award-winning blog at www.blog.compete.com.

Covario Sponsored Session www.covario.com

Covario, Inc. is the leader in interactive marketing analytics (IMA) software. The Covario portfolio provides global organizations with robust interactive and search marketing analytics solutions for paid search advertising, organic search engine optimization, and display advertising across the enterprise and throughout the channel. Covario enables complex and distributed organizations to control brand integrity, ensure budget transparency and deliver quantifiable results across business units, distribution channels, and languages. Headquartered in San Diego, Covario’s growing customer list includes some of the world’s best-known brands in high tech manufacturing, financial services, electronics, media and publishing, and consumer packaged goods.

Booth 219 www.directagents.com

Direct Agents Interactive Advertising is an award-winning digital marketing agency that specializes in search marketing, media buying, performance marketing, and lead generation. We achieve success for our clients through customized media campaigns that combine dedicated account teams with new media and technology. DA Search, the search marketing division of Direct Agents, offers clients fully customized and performance-based search engine optimization and paid search services. Our holistic approach means we also focus on improving landing page conversions, analyzing user paths and the competitive landscape to truly offer our clients a distinct advantage. Our DAS technology platform uses self-learning and predictive modeling algorithms to fully automate bid management and achieve maximum ROI for even the largest campaigns. Direct Agents is a proud member of the Inc. 5000 and Entrepreneur Magazine “Hot 100 Companies.” Clients include DIRECTV, Costco, Shoes.com, Progressive, TheLadders, ITT Technical Institute, and The University of Phoenix.

Dozier Internet Law, P.C. Booth 308 www.cypertriallawyer.com

Dozier Internet Law, P.C. is an AV-rated law firm specializing in protecting the reputations and intellectual property of businesses on the web. The firm’s founder, John W. Dozier Jr., is listed in the Bar Register of Pre-Eminent Lawyers, as a “super lawyer” in Internet Law, and as a “legal elite” in intellectual property — all peer selection recognitions. The firm specializes in litigation and risk

management relating to Internet copyright and trademark infringement, defamation, and affiliate marketing issues nationwide.

Emailvision Booth 108 www.emailvision.com

Founded in 1999, Emailvision has grown to become the global market leader in software as a service for e-mail marketing. Our mission is to provide excellence in software and service, helping our clients reach their e-mail marketing goals. The Emailvision software service, Campaign Commander, has become the industry standard and is used by marketers worldwide to plan, design, deliver, and analyze their e-mail marketing campaigns. With more than 4,500 users worldwide, Emailvision delivered over 24 billion messages in 2009, achieving a 96.5 percent delivery rate. This quality of service is driven by more than 10 years of research and development in global e-mail delivery and deliverability. In addition to its pioneering technology platform, Emailvision offers a global network of support and professional services. The company has a growing staff of more than 240 and offices in the major international markets, including the U.S., U.K., France, Germany, Switzerland, Belgium, Netherlands, Scandinavia, Spain, and Italy. Emailvision is listed on the NYSE Alternext stock exchange.

Engine Ready

Sponsors & Exhibitors

Direct Agents Interactive Advertising

Booth 307 www.engineready.com

For more than 10 years, Engine Ready has helped organizations achieve unparalleled online success by providing conversionboosting landing page optimization, paid search, SEO, training,

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and online marketing software. Managing paid search accounts in excess of 17 million keywords, and over $9.1 million in annual media spend, Engine Ready was the first organization to combine the power of website analytics with search marketing. To contact us, e-mail sales@engineready.com, or call (888) 283-0882.

eZanga.com, Inc. Booth 121 www.ezanga.com

eZanga.com is a search engine specializing in online advertising and services. eZanga users are given a quick, convenient and accurate web search experience with feature-rich results. Our proprietary metasearch technology retrieves results from multiple engines, then re-ranks and displays the most relevant results without duplication. eZanga offers local, regional, and national advertising campaigns focused on generating a high return on investment. Our advertisers enjoy benefits including personalized account management, expansive tool sets, and advanced fraud prevention. Traffic Advisors, our progressive fraud filtration system, prevents fraudulent clicks in real-time to ensure clean and qualified traffic. Hop on and go with eZanga.com!

Findology Interactive Media Sponsors & Exhibitors

Booth 1208 www.findology.com

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

Flashecom Inc. Booth 330

www.topsemresult.com

Flashecom provides the tools and services needed to create and maintain a successful online business, fully equipped with a powerful, well-branded, search engine-friendly, feature-packed e-commerce solution. With a dedicated e-business coach, talented designers, expert .NET developers, and a full array of in-house services, we make it easy for you to meet your online goals. We partner with our clients and dedicate ourselves to your success. Our results are proven, and our performance has a money-back guarantee. How? We are the only company to offer it all under one roof, tying everything together seamlessly. Let our professionals handle your design, branding, printing, and online marketing needs, so you can focus on selling your products and services. Products and services include fully-hosted, secure e-commerce shopping cart and content management system, web design and business branding, SEO, SMO, PPC, press releases, content writing, web video, CRM, e-mail marketing, printing, and more.

Galaxy Weblinks Inc. Booth 231 www.galaxyweblinks.com

Galaxy Weblinks Inc. is a custom software development company with over 15 years of niche web based offerings. We have vast experience in multiple web and mobile technologies that spans different industries across the globe. With headquarters in Danbury, Conn., and an offshore team in India, we serve our clients by

SES § March 2010 {New York}

delivering services focused on their specific needs. We now offer tailor-made white-label software applications to help our clients offer new services to their customers at a price they can never imagine. Products ready to be customized include: search engine rank monitoring application, social media monitoring tool, banner management application, contextual advertising management software, live support and chat application with audio and video support, custom T-shirt design tool, online examination software, custom video recording for personal marketing, and video resume. Other services that we offer include shared cloud hosting, custom iPhone application development, Drupal amd Wordpress customization and integration, data mining and extraction to generate custom reports, SEO and Internet marketing, and content writing.

gShift Labs Booth 311 www.gshiftlabs.com

gShift Labs has developed a new way to gain control of your web search ranking. Our web presence optimization (WPO) software allows you to analyze, recommend, and implement activities to improve your organic search rankings in order to drive traffic and leads to your business. Just because you have built a website does not mean that people are finding you. By tying together optimization for websites, social media, and content tools such as press releases or blogs, marketers and marketing agencies alike can automate the manual effort, complexity, and cost associated with improving web search rankings. gShift Labs can be contacted at (705) 252-9371 or by visiting our website.

iCrossing Booth 1004

www.icrossing.com

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

ideaLaunch Booth 202

www.idealaunch.com

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

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Experience a revolution in interactive marketing training with the first and only 100% online certificate program offered by a U.S. News & World Report-ranked, accredited university. The University of San Francisco’s end-to-end Master Certificate in Internet Marketing program gives you the skills and credentials you need to become a true digital marketing expert!

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SearchEngineStrategies.com § SES

Sponsors & Exhibitors

SES New York 2010 Visit Us in Booth 321 and Enter to Win a FREE Course!

Inceptor Booth 320 www.inceptor.com

Inceptor, a search marketing service of SuperMedia LLC. What really makes Inceptor different isn’t about us. It’s about you. When you become an Inceptor client, you aren’t just hiring a vendor. Our team becomes personally invested in your success, providing the customized strategies, open communications, and responsive service that will allow you to reach your business goals. Our active, hands-on approach to pay-per-click (PPC), search engine optimization (SEO), and comparison shopping engine (CSE) programs can lead you to higher ROI, increased online visibility, and revenue growth. The Inceptor team practices SEM at a level of expertise and success that few others have achieved. If you’ve ever wondered why your “can’t fail” search plan did fail, talk to us. Call (800) 307-6709 today. Inceptor, formerly Idearc Search Marketing.

LinkWorth Booth 314

Sponsors & Exhibitors

www.linkworth.com

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

Listrak

Booth 323 www.listrak.com

Listrak is an e-mail marketing firm providing the solutions, software, and expertise to move beyond the inbox to engage individuals and inspire action. Working with clients like Motorola, Waterford, Royal Bank of Scotland, Quest Diagnostics, and Wolfgang Puck, Listrak combines strategy, service, creativity, and measurability to increase the value of e-mail marketing. Our intuitive messaging platform is also available in an ASP model, enabling marketers to build one-to-one conversations utilizing dynamic content, A/B testing, geographical and behavioral targeting, triggered and transactional e-mail, and automated workflow, with visual analysis and drill-down reporting.

LivePerson Booth 221

http://solutions.liveperson.com/

Increase your conversion rates, improve customer satisfaction, and lower service costs. More than 5,000 small- and mid-size business (SMB) customers use LivePerson’s award-winning live chat and contact center solutions to increase online sales, improve customer service, and manage interactions across all channels: chat, voice, e-mail, and self-service/knowledgebase.

Local.com Booth 207 www.local.com

Local.com (NASDAQ: LOCM) owns and operates a leading local search site and private label network in the United States. The company uses patented technologies to provide more than 20 million consumers each month with the most relevant search results

SES § March 2010 {New York}

for local businesses, products and services on Local.com and over 700 regional media sites. Businesses can target ready-to-purchase consumers using a variety of advertising products. To advertise, or for more information, visit: www.local.com or http://corporate. local.com/.

LookSmart Booth 106

www.looksmart.com

LookSmart is an online search advertising network that provides performance solutions for online search advertisers and online publishers. LookSmart offers advertisers targeted, pay-per-click (PPC) search advertising and contextual search advertising via its advertiser networks, as well as an Ad Center platform for customizable, private-label advertiser solutions for online publishers. LookSmart is based in San Francisco. For more information, visit our website, or call (415) 348-7500.

Marchex Booth 201 www.marchex.com

Marchex, Inc. provides call- and click-based performance marketing products. Marchex’s products support tens of thousands of advertisers, ranging from local businesses to the Fortune 500. Marchex uses its performance marketing products, sales, account management, and customer service groups to source and support large direct advertisers, such as Allstate, American Express, Bank of America, Public Storage, and Roto-Rooter; and agencies, such as Neo@Ogilvy, Razorfish, and WPP. Marchex also supports more than 100 resellers who use its products on a private-label basis to sell performance marketing products to their end customers, such as AT&T, Cobalt Group, Local Insight Media (LIM), Yellowbook, and Yellow Pages Group (YPG).

Marin Software Booth 209

www.marinsoftware.com

Founded in April 2006 by experienced search marketers and software experts, Marin Software provides a browser-based, enterpriseclass paid search management application for advertisers and agencies. Marin Search Marketer addresses the workflow, analysis, and optimization needs of advertisers and agencies, saving time and improving financial performance for large-scale SEM campaigns. Marin is designed for those who are spending at least $100,000 monthly on paid search. Marin’s more than 130 customers collectively manage in excess of $500 million of annual search spend via Marin’s application. Customers include University of Phoenix, Neo@Ogilvy, Razorfish, and ZipRealty.

Market Motive Booth 127 www.marketmotive.com

What does it take to be certified in search marketing? Visit Market Motive to find out. We’ll show you our online video training library; you’ll meet our top-rated faculty and get a glimpse into the testing and endorsement system that is world-recognized and endorsed by the biggest names in search. Market Motive provides online certification courses in SEO, web analytics, PPC, social media, conversion optimization, online PR, e-mail marketing, and more. All courses are online, and all students have weekly phone

Sponsors & Exhibitors SearchEngineStrategies.com ยง SES

conferences with the faculty. And the faculty is the best part — it’s a “who’s who of the Internet marketing world,” according to Website Magazine, and “the best in the business,” according to Internet Marketing Pilgrim.

Marketwire Power Strip Sponsor www.marketwire.com

Sponsors & Exhibitors

The only fully integrated North America-based global newswire, Marketwire, Inc. is a full-service partner to IR, PR, and MarCom professionals seeking top-tier press release distribution, media management, multimedia, and monitoring solutions. Marketwire’s customer-centric corporate philosophy focuses on being the best by infusing every aspect of its business with the following core attributes: precision, adaptability, innovation, and simplicity. Marketwire delivers its clients’ news to the world’s media and financial communities. Marketwire offers innovative products and services — including social media, search engine optimization, dashboard mobile financial, news dashboard coverage reports, and exclusive access to networks such as the Canadian Press Wire Network — that help communication professionals maximize their effectiveness while ensuring accuracy and best practices. Marketwire distributes the majority of press releases issued by publicly-traded companies in Canada and serves more than 8,000 clients worldwide through 20 offices on four continents.

MoreVisibility Lanyard Sponsor www.morevisibility.com

MoreVisibility, founded in 1999, is a recognized leader in search engine marketing and optimization. Our areas of expertise encompass management of paid placement campaigns, paid inclusion, shopping feeds, local search, and natural site optimization. Through partnerships and certifications with the major engines, including Yahoo, Google, and MSN, MoreVisibility works with each client to develop an effective campaign. We offer comprehensive advisory services to define strategy, improve conversions, and boost ROI. MoreVisibility has an impressive list of clients and would welcome an opportunity to learn about your goals and challenges.

Offshoring Inc. Booth 120 www.offshoring.com

Offshoring Inc. houses the most skilled and dedicated SEO and SEM specialists under one roof. Offshoring Inc. is an Americanmanaged outsourcing company with headquarters in the Philippines. For almost one-third the average U.S. pricing, our worldclass services produce generally better results. Our rigorously screened staff ensures that huge volumes of traffic are pumped into our clients’ websites everyday. Aside from SEO and SEM specialists, we also offer excellent services from web content writers, link-builders, web designers, programmers, and other high-performing staff. A trailblazer in staff-leasing services, Offshoring Inc. is clearly the future of BPO and the leap to endless possibilities.

Online Marketing Institute Booth 128 www.onlinemarketinginstitute.com

The Online Marketing Institute (OMI) is an education-focused, career development organization offering marketers accreditation

SES § March 2010 {New York}

in the various fields of online marketing. OMI’s curriculum of case studies, best practices, peer validation, and trends analysis is delivered to students via workshops, webinars, seminars and online learning channels. OMI’s education program has been built in conjunction with leading universities, research firms, and associations to give marketers market-tested practical knowledge that can immediately benefit their careers. OMI’s courses are available to the general public. OMI is the educational sister entity of the Online Marketing Summit (OMS).

Onward Search Booth 325 www.onwardsearch.com

Onward Search is the nation’s leading provider of Internet marketing and creative services talent. We specialize in placing search marketing, graphic design, web development, and related creative services and technology professionals to companies nationwide. We provide our customers with the ability to rapidly source the best talent in the marketplace, so they can successfully deliver against their creative services, online marketing, and technology initiatives. We offer a full range of recruiting, staffing, and talent management solutions to include temporary staffing, consulting, and permanent placement options to ensure our customers have access to the right talent to get the job done. We recruit and staff a range of Internet marketing and creative services professionals to include search marketing specialists, SEM managers, SEO consultants, PPC managers, social media experts, copywriters, web developers, project managers, production managers, graphics designers, print production managers, and more.

Pepperjam Network Booth 229 www.pepperjamnetwork.com

Pepperjam Network is a next generation affiliate marketing network that provides advertisers and publishers with industry-leading payfor-performance tracking, reporting, communication, and payment solutions. Electronic Retailer Magazine has called Pepperjam Network the most significant affiliate network launch of the last 10 years. As a leading affiliate technology provider, Pepperjam Network addresses the two primary shortcomings of other affiliate networks: poor, unreliable communication tools, and lack of affiliate transparency. Pepperjam Network advertisers are empowered to better manage brand and minimize fraud through full and unfettered affiliate transparency, while also building stronger, more strategic affiliate marketing relationships through real-time communication tools such as Pepperjam Chat. Affiliate technology, creative services, and management solutions are available to advertisers of all sizes. Pepperjam Network is a wholly owned subsidiary of GSI Commerce (NASDAQ GSIC), an industry leading e-commerce technology and interactive marketing provider.

Performics Booth 1403 www.performics.com

At Performics, we create opportunities and drive success for more than 200 of the world’s top brands. Our innovative approach to paid and natural search as well as user experience, emerging media, and digital strategy fully integrates all aspects of performance marketing program management, from analytics and conversion optimization to tracking, reporting, and technology. Our commitment is to deliver more qualified consumers and a better return on investment.

Thousands of businesses are drowning in search marketing confusion–

Sponsors & Exhibitors

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Performics works diligently and efficiently on behalf of our clients to boost the effectiveness of their digital marketing efforts. Headquartered in Chicago with offices around the world, Performics is the performance marketing expert inside Publicis Groupe’s Vivaki Nerve Center.

PM Digital Booth 215

www.pmdigital.com

Headquartered in New York City, PM Digital is a leading Internet marketing agency specializing in search engine marketing, SEO, and shopping portal feeds. Supported by proprietary media and marketing intelligence tools, PM Digital builds business revenues and brands online for top retailers and premium brand name clients in the publishing and nonprofit fields. To find out more about PM Digital thought leadership, go to http://orb.pmdigital.com.

PRWeb Booth 118

Sponsors & Exhibitors

www.prweb.com

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

PubCon

and creative design. Rosetta and its search and media practice were recently ranked by Advertising Age Magazine as the largest privately held interactive agency in the country and top 20 among search engine marketing companies. Rosetta’s search and media team consists of passionate, innovative online marketing professionals offering leading-edge, but proven interactive marketing strategies and services across search engine optimization, paid search management, online media planning, social media, and mobile marketing. Clients include OfficeMax, Nationwide, Helzberg Diamonds, Pirelli, Citizens Bank, KraftMaid, Marriott, Express, Kleenex, ExactTarget, Wolverine, and Perry Ellis.

Searchmetrics GMBH Booth 315 www.searchmetrics.com

Searchmetrics is the leading vendor of integrated search analytics solutions. Founded 2007 and based in Berlin, Searchmetrics GmbH is focusing on the worldwide marketing of an SaaS-based integrated SEO software, the Searchmetrics suite. The leading-edge product allows online marketers to analyze their websites and keyword rankings from the perspective of the most relevant search engines. It provides powerful comparison functionality to benchmark against the field of competitors and highlights traffic potentials from statistical methods as well as from integrations with popular web analytics solutions. Searchmetrics is a venture of Holtzbrinck publishing group. Leading German and international online portals are using Searchmetrics suite to increase their search traffic.

Sedo.com Booth 324 www.sedo.com

When it comes to creating marketing buzz online, webmasters pretty much invented the concept. PubCon is four days of leadingedge education and networking in over 90 sessions featuring 200 expert speakers in social media, affiliate programs, search, and SEO/SEM. In its eighth year, PubCon was founded out of the rich and diverse base of WebmasterWorld forums. These aren’t people who just talk about this stuff — these are people who do this stuff.

With close to 1 million members trading domains in 28 languages, Sedo is the global domain marketplace. It may be nearly impossible to directly register quality domains anymore, but Sedo’s domain marketplace offers the world’s largest selection of premium domains with more than 14 million for sale. Sedo offers our users all the tools needed to buy and sell domains to global users, including professional domain appraisals, brokerage services, targeted marketing, and domain parking. More than 4.2 million domains utilize Sedo’s parking to earn revenue while promoting sales. When you’re ready for a complete domain solution, come to Sedo.com.

Quova

Sitecore

Booth 226

Booth 112

www.quova.com

www.sitecore.net

Booth 327 www.pubcon.com

Quova is the leading provider of IP geotargeting data. Companies targeting search ads to a local audience by purchasing locationspecific keywords or using geotargeting capabilities offered by the search engines, but are not tailoring ad copy and landing pages to that same local audience — need to talk to Quova. Quova can help you identify the geographic location of your web visitors through their IP address. By knowing where you can geotarget your messages to specific zip codes, increase your click-through rates, and save money by not wasting impressions. Location matters.

Rosetta Booth 123 www.rosetta.com

Rosetta is one of the nation’s preeminent online marketers; fusing leading-edge technology with breakthrough interactive advertising

SES § March 2010 {New York}

Sitecore’s web content management system (CMS) and portal software solutions make it easy for businesses to create and keep up-to-date, dynamic, full-featured websites of all types. Sitecore’s industry leading flexibility and scalability allows companies to better leverage their content to improve customer experience and drive business growth. Thousands of public and private organizations, including national governments and Fortune 500 companies, use Sitecore solutions for their websites. These organizations have created and now manage more than 20,000 dynamic websites, including Microsoft, LexisNexis, GlaxoSmithKline, Siemens, Toshiba, The British Open, Computer Associates, WebTrends and Manchester United.

service never stops.” Superb Internet staffs its own fully redundant data centers 24x7x365 in McLean, Va; Springfield, Va; Seattle; and its new headquarters in Honolulu.

Booth 319 www.submitexpress.com

Since its inception in 1998, Submit Express has been dedicated to helping businesses achieve higher rankings in the major search engines and directories through consultation, keyword research, content writing, optimization, link building, article writing, social media optimization (SMO), and submissions. Our staff members are highly experienced in website development, copywriting, project management, Internet marketing, and search engine placement strategies. Submit Express has helped thousands of companies with their search engine optimization (SEO) needs. Submit Express has provided SEO services to over 5,000 companies and premium search engine submission service to more than 25,000 companies. Our site’s free submission and webmaster tools section is one of the top destinations in the SEO industry, with more than 20 million visitors to date. Submit Express was named to the 2008 Deloitte Technology “Fast 500” as one of the fastest-growing technology companies in North America.

Superb Internet Corporation Booth 223 www.superb.net

Since 1996, Superb Internet has been consistently rated as one of the very best web hosts in all service areas. Superb provides a complete range of managed web hosting solutions, from virtual shared web hosting to high-volume, mission-critical dedicated server solutions. The company’s core focus has always been superior customer service. They offer a proprietary global network and highly experienced staff to support the Superb standard: “Your

Superpages.com Booth 1000 www.superpages.com

Let Superpages.com help take your local search program to the next level. With our highly effective and robust product suite, going “local” has never been easier. From clicks and calls to conversions, Superpages.com delivers!

Techndu.com Booth 322 www.techndu.com

TechNdu is a full-service online business division of SearchKing Inc, a 13-year old company based in Oklahoma City and owned by SEO veteran Bob Massa. TechNdu’s key differentiation is its link-building expertise, analytic skills, and an unwavering commitment to quality service. In the last three years, under Bob’s training and leadership, TechNdu has evolved as an SEO outsourcing unit for several renowned SEO agencies in the U.S., Europe, and Asia. TechNdu delivers results-oriented service at an extremely competitive rate and guaranteed satisfaction. Our services include traffic and lead generation, statistical analysis, online strategic planning, reputation management, social media networking, high-end video and multimedia production, Internet marketing, web portal maintenance service (SEO), custom software design, development, and support. SES expo offering: $500 discount coupon giveaway at the booth. Contact us at (+1) 405 231 1911 or info@techndu.com.

Sponsors & Exhibitors

Submit Express

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topseos.com Booth 211 www.topseos.com

The independent authority on search vendors, topseos.com, evaluates and ranks the top Internet marketing companies. Categories ranked include search engine optimization, pay-per-click management, affiliate marketing, social media optimization, and more. Since 2002, topseos has been a trusted resource for businesses looking to launch or improve online marketing campaigns. The pathfinder service allows topseos to work directly with you to help find companies that best fit your business needs. Why waste time searching through thousands of sites with false promises? Go straight to the authority, gain insight into the industry, and work with the best.

Unica Corporation Track Sponsor

Sponsors & Exhibitors

www.unica.com

Unica Corporation is the recognized leader in marketing software solutions. Unica provides enterprise marketing management (EMM) and web analytics software for the world’s largest companies across a variety of industries. Unica’s online marketing tool streamlines the entire marketing process for brand marketing, relationship marketing, interactive marketing, and marketing operations. Offered on premise or on demand, Unica delivers key EMM capabilities, including web analytics, customer analytics, e-mail marketing, lead management, event-based marketing, cross-channel marketing, marketing campaign management, predictive modeling, inbound marketing, and marketing resource management. Unica’s online products provide a marketing system of record that enables you to easily manage assets and information, rapidly assemble online and offline campaign components, and online marketing software to track performance.

UniversalBusinessListing.org Booth 227 www.ubl.org

Universal Business Listings provides enhanced business profile management and distribution to all major U.S. search engines, online yellow pages, social networks, mobile phones, 411 directory assistance, mapping sites, and GPS navigation devices. It feeds business listings directly into databases such as infoUSA and Acxiom, which are used as primary trusted sources by major publishers. It’s a time and money saver for companies and the agencies that represent them. UBL has discount bulk listing and reseller programs. It’s the ideal tool for managing, correcting, and enhancing business identity on local search, mapping, and mobile.

University of San Francisco Booth 321 www.usanfranonline.com/ses

Put it all together with a master certificate in Internet marketing. The University of San Francisco’s master certificate in Internet marketing is the first and only online certificate program that provides the advanced training and credentials you need to become an interactive marketing expert. Master all facets of digital marketing, including website usability, blogs, Web 2.0, search engine optimization (SEO), web analytics, viral marketing, affiliate marketing, and social media. Learn from two industry-leading organizations: Google Advertising Professional and Web Analytics Association. Register for a chance to win an online Internet Marketing course

SES § March 2010 {New York}

valued at up to $2,280 at the event, or go to www.usanfranonline. com/ses to register now! Restrictions apply. See official rules for entry details and eligibility restrictions. No purchase necessary.

Visibility Magazine Booth 225

www.visibilitymagazine.com

Visibility, the print magazine, heralds a beginning in the world of Internet marketing. This is the first time an established digital presence, topseos.com, is venturing into the traditional print media domain. With Visibility, the print world is set to benefit from the success formula of the Internet, and vice versa. The print medium holds great promise for online marketing vendors looking for more channels to promote their services. Additionally, Visibility will reach to many fringe businesses that may have been contemplating entering or expanding their Internet marketing campaigns. Visibility is published quarterly and covers a wide range of topics, including organic optimization, pay-per-click marketing, website analytics, affiliate marketing, and press release distribution.

WebmasterRadio.FM Booth 1112 www.webmasterradio.fm

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

Website Magazine Booth 200 www.websitemagazine.com

Website Magazine, the magazine for web success, presents expert information on how to succeed on the Internet in 12 print issues per year, available both by subscription and on newsstands at select bookstore chains across the U.S. and internationally. WebsiteMagazine.com offers news and blogs updated daily, as well as five e-mail newsletters covering e-commerce, search marketing, website design and development, affiliate marketing, and website success. Subscribe today at http://websitemagazine.com/subscribe. Website Magazine developed a foundation to lessen the impact of the printed magazine on the environment; learn more at ReplaceATree. org. Advertisers may download a media kit at www.websitemagazine.com/advertise. 142,708 BPA audited subscribers. iPhone giveaway at the booth.

Sponsored by

SearchEngineStrategies.com § SES

Wednesday

§ Sutton Center § Grand Ballroom § Nassau § Sutton North § Sutton South

5-6p Search fundamentals

SEO Super Tools If you are responsible for your company’s search engine optimization, then you know that you need all of the various tools of your trade close at hand. This session will describe the latest and greatest tools that will help you to accomplish your tasks, including indexing, competitive analysis, site ranking, diagnosing and remedying problems, page-level information, site-level information, on-page optimization, and much more. Moderator § Christine Churchill, President, KeyRelevance Speakers § Dixon Jones, Managing Director, Receptional LTD § Dave Snyder, Co-founder, Search & Social § David Naylor, SEO, Bronco § Wil Reynolds, Founder & CEO, SEER Interactive § Bruce Clay, President, Bruce Clay, Inc.

News & Advertising

Real-Time SEO: No More Yesterday’s News This session will focus on specific aspects of SEO for large media companies. The panelists will discuss the tools that media companies use to help them rank well for breaking news keywords as well as to capitalize on social media opportunities that exist within news content to help media companies to do well on sites such as Digg, Facebook, Twitter, and Reddit. You’ll learn about the future of video SEO and how structured data will play an important role in the future of video SEO for media companies. Lastly, the session will show you how to be successful in executing on large projects related to SEO within a media company.

Geek

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 § Adam Audette, President, AudetteMedia, Inc. Speakers § Maile Ohye, Senior Developer Programs Engineer, Google § Shari Thurow, Founder & SEO Director, Omni Marketing Interactive § Anthony Long, Director of SEO, AOL LLC

OMS

Where Search & Social Media Collide: Real-Time Search & Twitter Understand where Google is making a play for real time and how to ensure that all your social efforts play into such. We’ll talk about realworld strategies to harness the power of real time and social. Speakers § Aaron Kahlow, Chairman & Founder, Online Marketing § Crispin Sheridan, SES Advisory Board & Sr. Director of Search Marketing Strategy, SAP Marketing § Don Steele, VP of Digital Marketing, MTV Networks Entertainment Group § Rand Fishkin, CEO, SEOmoz.org

Sessions

Moderator § Dana Todd, CMO, Newsforce Speakers § Simon Heseltine, Senior Marketing Manager, AOL LLC § Brent Payne, SEO Director, Tribune § Eleanor Hong, Coordinating Producer/Lead Editor, SEO, ABCNews.com/ ABC News Digital § Topher Kohan, SEO Manager, CNN

Business

Advanced B2B Search Marketing Is B2B search marketing really different than B2C? The answer is yes — usually. Many B2B companies sell complex, high-consideration products and services, with a long, complex sales process that involves multiple touch-points and ultimately an offline transaction. Furthermore, most B2B marketers use their website to engage prospects and generate leads — not sell products online. Learn how to turn a complex buying process into an opportunity and competitive advantage for your firm. Moderator § Crispin Sheridan, Sr. Director, Search Marketing Strategy, SAP Marketing Speakers § Mark McMaster, Senior Planner, B2B Markets, Google § Scott Brinker, President & CTO, ion interactive § Patricia Hursh, President, SmartSearch Marketing § Tony Wright, CEO/Founder, WrightIMC

SES § March 2010 {New York}

6-7p Bridges Bar, Hilton New York 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 or two and we can get better results if we go under the wire? Of course, that would mean only some of us were playing by the perceived rules. And the likelihood is that the white-hat practitioners may find a black hat standing on their head and pushing them down the charts. And with search and social being strongly tied together, there are so many more creative ways to circumnavigate the guidelines. Should anyone care anymore whether it’s black hat or white hat to get results? Join us for a first-time and unique session to SES New York. The soapbox will be available for a few select speakers — including industry leaders David Naylor, Bruce Clay, and Dave Snyder — to make their cases on either side. Then the audience takes over. All with a glass of your favorite beverage in your hand, of course! Moderators § Matt McGowan, Publisher & Head of U.S., Incisive Media § Mike Grehan, Global VP Content, SES/Search Engine Watch/ClickZ

Sessions

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SearchEngineStrategies.com ยง SES

Day 3: Thursday, March 25 9-10a Morning Keynote The Evolution of Search: End Users Signal The Way Talk to any search engine marketer, and the keyword is at the core of the conversation. And keywords are important. We can learn a whole lot about user intent by researching and analyzing keywords and phrases. And in the micro environment of our clients’ properties, we can deduce quite a lot, postclick, about user behavior. But in the macro environment of a search engine with access to data on millions of end users and how they navigate the web, you can learn a whole lot about expectations. For 10 years or more, search engines have been using keyword-mapping techniques and decoding intent to connect end users with relevant content. But what if you shifted away from pure keyword mapping to an interaction model based on task-centric expectations from users? How would this impact on the world of search marketing? In this session, Yusuf Mehdi talks candidly to Mike Grehan about this new type of approach and unveils the latest and greatest ideas from Bing, the decision engine. And there’ll be plenty of time for Q&A with the audience. Keynote Speaker § Yusuf Mehdi, SVP of Online Audience Business, Bing

Hybrid

PPC or SEO? The Ultimate Search Marketing Battle Finally see which search marketing tactic is the most cost effective, PPC or SEO. Watch these two heavyweights battle it out, trying to prove who has the bragging rights to the best marketing tactic. Join us for this no-holds barred session, where the SEO proponents square off against the PPC evangelists. And since the best battles are actually decided in web analytics, learn about an industry study examining visitor behavior and conversion data for visitors arriving from paid versus organic links. The data will help further fuel this hotly contested debate. Don’t miss this fun, educational, and lively session. Moderator § Andy Atkins-Krüger, Managing Director, WebCertain Speakers § Todd Friesen, VP Search, Position Technologies § Brad Geddes, Founder, bgTheory.com § Rand Fishkin, CEO, SEOmoz.org § Rhian Ryan, Sr. Online Marketing Analyst, Earthbound Media Group § Rae Hoffman, CEO, Outspoken Media

Advanced Issues

Eye-Tracking Research Update Eye-tracking provides valuable information about a website visitor’s focus of attention. This information is crucial in improving the design of web pages and products to enhance the visitor’s experience. Effective search engine marketing relies on understanding user interactions with continually evolving search engines. Google’s universal search, which now includes media results, is one such evolution. This panel will discuss a neuromarketing study by One to One Interactive that analyzed user behavior. Also covered will be the newest information in eye tracking of SERPs and the latest on heatmaps. Moderator § Anne Kennedy, Founder & MP, Beyond Ink; FP & CMO, Joblr.net Speakers § Shari Thurow, Founder & SEO Director, Omni Marketing Interactive § Jeremi Karnell, Co-Founder & President, One to One Interactive § Susan Weinschenk, Chief of User Experience, Human Factors Int’l

Sessions

10:30-11:45a Search & Social

Social Media 101 Social media has become a major piece of the search marketing puzzle and is changing the way we work, communicate, and live. Companies are amazed by the influence social media is having and want to understand how to use it effectively. This session is designed to guide you through the complex landscape of social media and how it relates to your brand or web property. You’ll learn about the leading sites, the functionality they provide, and best practices for interacting in these virtual places. You’ll also come away with some valuable tips on how to effectively leverage your brand, services, and products in different social media environments, including Facebook, Twitter, LinkedIn, Flickr, MySpace, Digg, and more. Introduction § Beth Harte, Community Manager, MarketingProfs Solo presentation § Liana Evans, Director of Social Media, Serengeti Communications

SES § March 2010 {New York}

Geek

Ad Networks & Exchanges: How the Search O/S is Changing the Display Game The ever-fragmenting digital landscape has given rise to the convergence of media operating systems powered by real-time bidding. While this is old news for search, its stepsister, display, is rapidly joining ranks to leverage this technology in a bid for efficiencies and reach. Lured by the beacon of control pricing, inventory management, and efficiency in media delivery, big and small brands alike are utilizing the search O/S in an effort to gain higher returns. This session will cover the macro-level impact of exchange buying/selling and will include business-specific case studies illustrating practical methods to get it right. Moderator § Bianca Gardner, Digital Media Supervisor, Publicis Modem Speakers § Dax Hamman, VP of Display Media, iCrossing § Paul Pellman, CEO, Click Forensics, Inc. § Justin Merickel, VP, Marketing & New Product Dev, Efficient Frontier § Jonathan Mendez, Founder & CEO, RAMP Digital

§ Grand Ballroom § Sutton South § Sutton North § Sutton Center § Nassau

Thursday

Clinics

Advanced Issues

Paid Search Site Clinic

Advanced Paid Search Tactics

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’re advertising with Google AdWords, Yahoo Search Marketing, or Microsoft adCenter, our experts have the tips, tricks, and advice you need 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.

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

Moderator § Jamie Smith, CEO, Engine Ready Speaker § Melissa Mackey, Search Marketing Manager, Fluency Media § Christine Churchill, President, KeyRelevance

12:45-2p

Moderator § Erica Schmidt, SES Advisory Board & Global Search Director, iProspect Speakers § Rob Wilk, Nat’l Director of Search Optimization & Strategy, Yahoo! § Thomas Bindl, SES Advisory Board & CEO, Refined Labs GmbH § Andrew Goodman, SES Advisory Board & Principal, Page Zero Media § Sage Lewis, President, SageRock.com § Benu Aggarwal, Founder & President, Milestone Internet Marketing

Search & Social

The Business Value of Social Media

Geek

The social media genie is out of the bottle, and the world of business will never be the same. Social media and micro-blogging platforms like FaceBook, LinkedIn, and Twitter are transforming your business, your customers, your colleagues, your partners, and everyone linked to them in revolutionary ways. Whether you’re a small business owner or part of a multinational corporation, you need to be listening to what is being said about your products, your services, and your competitors across all social outlets. Companies that choose to ignore social networks are doing business at their own peril. Join us for an illuminating discussion as we move past outdated business models, tackle ROI, and unlock the economic potential of social media.

Enterprise-Level SEO

Speakers § Harry Gold, CEO, Overdrive Interactive § Robyn Raybould, Group Manager, Premium Account Service Group, Microsoft Advertising § Mari Luangrath, Owner, Foiled Cupcakes

Hybrid

Moderator § Seth Besmertnik, CEO, Conductor, Inc. Speakers § Crispin Sheridan, SES Advisory Board & Senior Director of Search Marketing Strategy, SAP Marketing § Bill Hunt, SES Advisory Board & President, Back Azimuth Consulting § Ray “Catfish” Comstock, Director of SEO, BusinessOnLine § Guillaume Bouchard, Co-founder & CEO, NVI

Sessions

Moderator § Mel Carson, Community Manager, Microsoft Advertising

This session is designed to meet the specific challenges of large enterprise organizations. Topics for discussion will include SEO tactics specific to large sites (sites with thousands, if not millions of pages), the challenges of educating key stakeholders in the organization including budgeting issues, and implementation hurdles common to large organizations, including CMS issues and IT team challenges. This session will also include a proven model of organization for your enterprise-level SEO campaign as well as a summary of key metrics that you should be measuring to drive ongoing SEO strategy. If you are the SEO point person for an enterprise-level organization with a lot of moving parts, this session is for just of you.

21 Secrets of Top-Converting Websites The average conversion rate for a website is around 3 percent, but many websites convert at 10 percent or higher. What do they do that you may not be doing? Bryan Eisenberg, who has been helping companies improve their conversion rates since 1998, will reveal 21 of his most valuable tips that will help you increase your conversion rate. In this fast-paced session, you’ll find relevant examples from retail sites, B2B sites, publishers, and everything in between. You’ll learn the key principle of GTC — get the cash. You’ll never be able to look at a website the same way again. Introduction § Anne Kennedy, SES Advisory Board; Founder & MP, Beyond Ink; FP & CMO, Joblr.net Solo presentation § Bryan Eisenberg, SES Advisory Board & New York Times bestselling author, bryaneisenberg.com

Clinics

E-Commerce Site Clinic This interactive session takes retailers and e-commerce merchants from the audience and examines their websites live to provide feedback about improving them to gain more traffic from search engines and increase online conversion. Moderator § Mark Jackson, SEW Expert & President/CEO, VIZION Interactive Speakers § Ethan Giffin, CEO, Groove Commerce § Rob Snell, Partner, Snell Brothers

SearchEngineStrategies.com § SES

Thursday

§ Grand Ballroom § Sutton South § Sutton North § Sutton Center § Nassau

2:15-3:30p Search & Social

Social & the Marketing Mix In the last year, social media has seen a meteoric rise in exposure, insinuating itself into our collective vernacular and psyche through high-profile, mainstream media attention. Whether it’s a TwitPic of the Hudson River plane crash rescue, Nick Swisher tweeting from the Yankees’ World Series victory parade, or Burger King’s misguided Whopper Sacrifice on Facebook, marketers around the globe have seen beyond the hype and 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, Windows Live, or simply set up a blog to start talking, you need to make sure your campaign resonates throughout your entire marketing strategy. In this session, you’ll hear from leading experts who’ll help you cut through the hyperbole and create some longlasting, meaningful consumer connections. Moderator § Matt McGowan, Publisher & Head of U.S., Incisive Media Speakers § Adam Sherk, Search & PR Strategist, Define Search Strategies/ The New York Times Co. § Veronica Fielding, CEO, Digital Brand Expressions § Beth Harte, Community Manager, MarketingProfs § Jeff Jones, Senior Product Manager, gShift Labs

Hybrid

Sessions

Spotlight on Fashion: Blogging for Style Fashion is a multi-billion-dollar industry, and Gotham City is a magnet to some of the world’s biggest designers, haute couture houses, and showrooms. Home to the largest garment district in the country and host to the two best design colleges in the nation, New York City also provides the backdrop to fashion-inspired TV shows and movies like “Project Runway,” “Ugly Betty,” and The Devil Wears Prada. As one journalist observed recently, to have one finger on the fashion pulse, you need to have the other one on your computer mouse, reading (or writing) the latest blogs. The industry that prides itself on staying one step ahead is struggling to keep up with the profusion of bloggers and social media enthusiasts who are unveiling trends before they’re set. Join us as we move beyond the catwalk to explore the business models behind some of New York’s most fashion-forward blogs, along with the dwindling influence of former glossy printed fashion bibles like Vogue and Elle. Search, social, and affiliate marketing monetization tactics that the fashion blogs employ are all part of the discussion. Moderator § Stewart Quealy, SES Advisory Board Co-Chair & VP, Content Development, Incisive Media Speakers § Sarah Ivey Rock, Search Marketing Manager, AOL Living § Caroline Rodehau, Publisher, New York Girl Style LLC § Lauren Sherman, Editor, Fashionista § Jared Eng, Editor-In-Chief & Founder, JustJared.com

SES § March 2010 {New York}

Advanced Issues

Ads in a Quality Score World More and more, ranking well in paid search listings is less about how much you pay and more about the quality of your ad campaign. But what goes into making up your quality score? In this panel, we’ll take a closer look at quality factors and give tips on increasing the perceived relevancy of your campaigns. Moderator § Jon Myers, SES Advisory Board & Head of Search/ Associate Director, Mediavest Speakers § David Miller, Director, Product Management, Yahoo! § Patricia Hursh, President, SmartSearch Marketing § David Szetela, CEO, Clix Marketing § Andrew Goodman, SES Advisory Board & Principal, Page Zero Media § Frederick Vallaeys, AdWords Evangelist, Google

Geek

How to Speak Geek: Working With Your IT Department to Achieve Business Goals Our SES research team has determined that the first attempts to advise companies on better communication strategies with IT was none other than our old friend Jim Sterne — in his book Web Metrics and in articles, including a 1998 classic in Webmaster Magazine. More than a decade later, projects are still being slowed or stalled, and millions of marketing dollars are being wasted, due to the lack of alignment among digital marketing and IT teams. Our master translators offer specific strategies for getting the teams to play together on projects related to usability, SEO, paid search measurement, and more. We promise to get beyond the level of “buy the IT team some beers” (If you don’t already know that, you’re cooked). Moderator § Tracy Falke, Social Media Specialist, Freestyle Interactive Speakers § Bob Tripathi, Customer Marketing Manager, Sears Holdings § Frank Watson, CEO, Kangamurra Media § Michael Martin, SEO Director, Resource Nation § Liana Evans, Director of Social Media, Serengeti Communications

Clinics

Big Sites & Big Brands Site Clinic Running a website or sites with thousands if not hundreds of thousands of pages? Have a brand name that is recognized by millions worldwide? Where do you begin with the SEO process? This interactive session looks at challenges and opportunities specifically facing those with big sites or big brands. Bring your business cards and be prepared to discuss everything from dealing with multiple domains to managing multi-country and multi-lingual website optimization. Live site reviews for session attendees are the highlight of this session. Moderator § Anne Kennedy, SES Advisory Board; Founder & MP, Beyond Ink; FP & CMO, Joblr.net Speakers § Kristjan Mar Hauksson, Director Search & Online Comm./ Managing Partner, Nordic eMarketing § David Naylor, SEO, Bronco

§ Grand Ballroom § Sutton South § Sutton North § Sutton Center § Nassau

4-5:15p Search & Social

Search, PR, & the Social Butterfly RT this. Take social media to the boardroom. Social media continues to spread its wings with the advent of Google Social Search, Bing, Twitter Search, and Yahoo’s Twitter-like moves. With the demise of traditional media outlets and the rise of search and social, PR firms have also gotten a big lift and muscled in on the territory once ruled by advertising agencies. Time to nix the anachronistic press kits and media lists, and hand over the keyword-rich online status updates and Twitter feeds. Don’t miss this opportunity to hear firsthand from online PR/social media pros that bridge the best of both worlds, while influencing SEO via profiles, fans, tweets, friends, and follows. Moderator § Lisa Buyer, President & CEO, The Buyer Group Speakers § Gini Dietrich, Founder & CEO, Arment Dietrich, Inc § Greg Jarboe, President & Co-founder, SEO-PR

Hybrid

Crossing Borders: Global Site Clinic 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’re running an international search campaign across a multitude of markets and cultures, then you can’t afford to miss this opportunity to get 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 § Andy Atkins-Krüger, Managing Director, WebCertain

Thursday

Geek

Conversion Ninja Toolbox Landing page optimization can produce huge improvements in online marketing campaigns. The question is not whether you should do it, but rather how. In this fast-paced solo session and Q&A with landing page optimization author and expert Tim Ash, you will learn about a number of powerful new tools that have recently become available for improving conversion rates. Learn the secrets of the conversion ninja, and become one yourself. Introduction § Sage Lewis, President, SageRock.com Solo presentation § Tim Ash, CEO, SiteTuners.com

Clinics

Conversion Site Clinic 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? 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 it. Moderator § Bryan Eisenberg, SES Advisory Board & New York Times bestselling author, bryaneisenberg.com Speaker § Rae Hoffman, CEO, Outspoken Media § Noran El-Shinnawy, Internet Marketing Manager, Acquisio

Advanced Issues

Advanced Keyword Research How many keywords do you need in your paid search account? What keywords are your customers searching for? How do customers find products after they reach your site? This advanced session will demonstrate how to target the right terms in your paid and organic search marketing, and learn where these keywords should be used. Moderator § Jon Myers, SES Advisory Board & Head of Search/ Associate Director, Mediavest Speakers § Yigal Elnekave, Senior Product Manager, Search Advertising Strategy, Microsoft Advertising § Christine Churchill, President, KeyRelevance § Marty Weintraub, President, aimClear § Marcus Tandler, CEO, Creativity in Action

Sessions

Speakers § Motoko Hunt, Founder, Japanese Search Marketing Strategist, AJPR LLC § Bill Hunt, SES Advisory Board & President, Back Azimuth Consulting

5:15-5:45p Grand Ballroom Wrap-up Session/Open Forum

Also on Thursday: Murray Hill

Affiliate Marketing Forum Learn more: SearchEngineStrategies.com/newyork/affiliate-marketing.php

SearchEngineStrategies.com § SES

Search Training Workshops: Friday, March 26 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. This in-depth training in a small class setting means that your instructor is readily accessible for informal one-on-one or small group discussions. Not only will you walk away with the knowledge and skills you need to be a successful search engine marketer, you will also jumpstart your career and learn how to improve your business results. No matter where you are in the SEO/SEM process — and whether you’re a consultant, site designer, website owner, or in-house marketing professional — you cannot afford to miss this opportunity to learn firsthand the latest developments in search engine marketing. Training can be taken in addition to the SES New York conference or independently, as workshops take place on the Friday following the event. For more information, visit SearchEngineStrategies.com/newyork/training.php

Blue Track

Orange Track

7:30-8a 8a-12p

Continental Breakfast Search Engine Optimization (SEO) Workshop

Keyword Research Workshop

12-1p 1-5p

Managing Complex Search Programs

Building a Content Strategy to Maximize Your Search & Social Efforts

Search Engine Optimization (SEO) Workshop A search-engine friendly website is a user-friendly, search-friendly, and persuasive site that converts visitors into buyers. For a site to be search-engine friendly, it must meet the terms and conditions set by the search engines (Google, Yahoo, Bing, Ask, etc.). Additionally, the site must satisfy the needs of site visitors. Ultimately, the site must be profitable for the website owner. Can a single site satisfy all of these groups? This workshop will demonstrate the skills that are essential for building a user-friendly, search-friendly, and persuasive site that converts visitors into buyers. Learn from the leading industry expert on search-friendly and userfriendly interfaces in the field of search engine marketing.

Sessions

Hands-On Approach to Link Building

Lunch Break

Blue Track (8a-12p)

Who Should Attend? Anyone who promotes websites. Web marketers should understand all parts of a search marketing campaign: optimization, shopping search, paid inclusion, and pay-per-click solutions. For new and experienced marketers: Whether you’re a new marketer or a seasoned veteran, this workshop will help you take your campaigns to the next level of effectiveness. For new and experienced web designers: Minimize advertising expenses by creating search-friendly and cost-effective site designs. Learn how to avoid common pitfalls early in the design process. Instructor Shari Thurow is the founder and search engine optimization (SEO) director at Omni Marketing Interactive, a full-service SEO, web design, and website usability firm. Shari has designed and promoted websites since 1995, and is outsourced to many firms worldwide. Clients include Yahoo, Microsoft, America Online, ABC News, HSBC, Expedia, Deloitte and Touche, National Cancer Institute, and WebMD. She is the author of Search Engine Visibility (www.searchenginesbook.com), and she has a forthcoming book, When Search Meets Web Usability.

orange track (8a-12p)

Keyword Research Workshop Keyword strategy is the cornerstone of all search engine marketing efforts. As long as people use words to search, finding and targeting searchers will depend on effective keyword research. In this four-hour class, “keyword guru” Christine Churchill will walk you through the process of researching and developing effective keyword lists for SEO and pay-per-click campaigns, identifying and countering competitors’ tactics, and leveraging the flow of incoming data to improve the effectiveness of your pay-per-click campaigns. Who Should Attend? This program is intended for SEO/PPC consultants, site designers, developers, in-

Green Track

SES § March 2010 {New York}

Google AdWords Tactics to Improve Your ROI

house search engine marketing specialists, Internet consulting professionals and entrepreneurs who want to make the most of the opportunity search engines offer. If you are serious about growing your business, we’ll help you get there with this fast-paced training, emphasizing best practices in keyword research.. Instructor Christine Churchill is president of KeyRelevance.com, a full-service Dallas search engine marketing company offering search engine optimization, web analytics, social media marketing, and pay-per-click management services. KeyRelevance’s clients range from small businesses to large publicly-traded companies and cover a wide range of verticals, including travel, education, e-commerce, and the automotive industry. Christine speaks regularly at international search conferences such as Search Engine Strategies and WebmasterWorld. She was a member of the founding board of directors of the Search Engine Marketing Professional Organization (SEMPO), holds a master’s in business, and has more than 10 years of online marketing experience.

green track (8a-12p)

Hands-On Approach to Link Building Links to your website are an important indicator of it’s importance for search engines. Learn which links you should attract and how to get people to link to you. You’ll return home with an entire new skill set to promote your website in the organic search results. Who Should Attend? This workshop is tailored to two target audiences: online marketers and SEM specialists. For online marketers that already promote their website through for instance bannering, email marketing, press releases and search engines. During this workshop, they will get extra help to effectively apply those activities to gain the right links which in turn boost the organic search results. For people already active in the field of search engine marketing. If you already know most of the technical and textual guidelines search engines use and now you’re ready to find out how to effectively gain links for top-ten positions. Instructor 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.

Partnered Training Workshops: Monday, March 22 A Search Engine Optimization Training (8:30a-5:30p)

A Web Analytics Association Base Camp: Search Analytics 201 (9-5p)

Bruce Clay SEO Training: Bruce Clay, an industry recognized expert on SEO, will offer a one-day SEO training course in conjunction with SES New York. This course targets marketing and technical staff alike, and offers strategy and tactics necessary in today’s fast changing search world. The course, which covers SEO methodology, concepts and strategies, will provide the process needed to achieve significant traffic.

This new, one-day program is dedicated to improving results of your search marketing through search analytics. Key emphasis is on paid and organic search analytics, including: § Search analytics definitions and terminology § Metrics for success for non e-commerce sites § KPIs for paid and organic search § Organic search visibility and defining data points of value beyond rankings § Lessons learned from organic and paid § Structuring paid search campaigns § Creating meaningful reports § Leveraging site search insights for SEO and paid § Benchmarks and auditing for optimization § Improving campaign performance & profitability § Finding the perfect balance § Real-time, performance-based budgeting § Search analytics tool talk

Focusing on white-hat search engine-compliant SEO methods, the course covers techniques allowing you to change your sites while staying away from the techniques that will get you in trouble. Others that have completed the extended course have raved about it, and this training will be no exception. Instructor: Bruce Clay, President, Bruce Clay, Inc.

A Paid Search Training: Core Concepts & Resources for Relentless Improvement (8:30a-5:30p)

Page Zero Media, a trusted thought leader in paid search marketing (also known as PPC or SEM), will offer a one-day paid search training course in conjunction with SES New York. This course targets marketing and technical staff alike, and focuses primarily on Google AdWords and Microsoft adCenter. Whether your company relies on paid search for the majority of its online revenue generation, or whether you’re considering ramping up your program, you know that paid search is essential for success due to its strong ROI, rapid feedback cycles, and measurable performance. Advertisers will spend $30 billion in this channel in 2010. Instructors Andrew Goodman, Principal, Page Zero Media Mona Elesseily, Director of Marketing Strategy, PZM

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

Managing Complex Search Programs Big sites, especially those of multi-brand and multi-national companies, face complex challenges when it comes to search marketing. Whether you operate a small site and want to learn how the big boys do it, or you’re tasked with managing a complex site, this workshop will give you the tools, ideas, and motivation to go back and start to deploy a world-class search program in your organization. Search is often considered an isolated tactic. We will explore how large companies are integrating search into the marketing mix to complement overall performance. Who Should Attend? Companies who want to understand how large sites tackle search marketing, anyone tasked with managing a large scale or global SEO program, and anyone currently managing a search program with minimal resources. Instructor Bill Hunt 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 thought leader on global search engine marketing and social media and is an internationally-recognized speaker at conferences in more than 30 countries. Bill was previously CEO of two of the largest global search marketing firms, Global Strategies and Outrider — both of which were acquired by WPP. A bestselling author, Bill also serves on the SES advisory board and writes a column for Search Engine Watch.

orange track (1-5p)

Building a Content Strategy to Maximize Your Search & Social Efforts Businesses today understand that a strong search engine optimization and social media presence impacts their bottom line. The problem is, many companies don’t know where to begin when it comes to putting together content. Learn how to turn a solid list of targeted keywords into a strategic search and social outreach plan designed to inform, persuade, and ultimately convert your target market. Jennifer and Stoney have each spent the past decade working with companies to develop and implement sustainable keyword-focused content strategies for both organic search optimization and social media outreach. Who Should Attend? Whether you’re a business owner exploring the best way to build up your content strategy, a copywriter who wants to better understand how to maximize the impact of content, or a search or social strategist seeking to understand how to arm yourself with a better base of targeted content, this session is for you. This is a

comprehensive content strategy class focused on helping companies both large and small understand how to examine needs, establish goals, and create a realistic plan to build out stronger and more effective content online. Instructors

Stoney deGeyter is the president of Pole Position Marketing, a leading search engine optimization and marketing firm helping businesses grow since 1998. Stoney is a frequent speaker at website marketing conferences and has published hundreds of helpful SEO, SEM, and small business articles.

green track (1-5p)

Google AdWords Tactics to Improve Your ROI Learn how to spice up your AdWords account by applying tactics learned in this session. You will first dive into the psychology of search that shows how consumers think and act throughout the search process. Next, you will learn how to choose the correct keywords to take control of when your ad is displayed. Then, you will study how effective ad copy can generate more clicks and increase your conversion rate. The landing page is fundamental to increasing conversions, and the session will cover usability and conversion optimization. Finally, you will learn everything you need to know about optimizing your account for Quality Score. Who Should Attend? If you advertise with AdWords, this course is for you. It is designed so that everyone — from beginners to experts, from advertisers to agencies — will have actionable items to increase AdWords profitability. Instructor Brad is the founder of bgTheory.com, a company dedicated to consulting, educating, and training businesses on Internet marketing theory and best practices. Previously, Brad was the director of search for RH Donnelley, a leading publisher of Yellow Pages. He has also provided usability, PPC, and SEO consulting services to a wide range of companies over the years. He’s been involved in online advertising since 1999, and has written extensively on Internet marketing. One of his trademarks has been demystifying many of the more complicated aspects of SEO, PPC, and Internet advertising.

SearchEngineStrategies.com § SES

Sessions

Blue Track (1-5p)

SES ยง March 2010 {New York}

FOCUS: research §

Stop benchmarking your competitors tandard operating procedure for business is often based on analyzing, comparing, and copying your competitors. Competitive benchmarking exists across all company functions, from financial performance to customer satisfaction, from brand recognition to product quality. Contrary to the common use of benchmarking in business, my experience with SEO suggests that benchmarking for SEO best practices within your industry may be the kiss of death — or it will at least set you walking down a completely inappropriate path. Perhaps this is because SEO is still in its infancy as an industry, or perhaps SEO is just so different from anything else we’ve ever seen. Most SEO engagements follow a very predictable business consulting pattern: pay retainer, set goals, benchmark competitors, implement tactics, measure results, rinse/ repeat. The pitch: “Let’s see where you rank and where your competitors rank for a set of specific terms. We will then implement (insert competitor’s tactic) to drive results and show you those results.” Unsophisticated SEO consultants — and their more unsophisticated clients — will set these ranking benchmarks and then report back on their ability to move their client’s rankings with respect to a competitive set. It’s not just consultants who follow this pattern. In-house SEOs are especially prone to demonstrating their value to their boss by benchmarking competitors’ rankings and copying competitors’ tactics. This approach is particularly tempting, as the web is replete with analytical tools to help you determine exactly what your competitors rank for and what tactics they may be employing. Competitive benchmarking can include checking rankings, identifying keywords, and understanding tactics. However, due to the complex nature of SEO, benchmarking competitors’ strategies and tactics may be at best an extremely frustrating exercise. Worse case, your competitors can walk you right into very big trouble. If you spend a lot of time trying to decipher what your competitors are doing, consider the following three issues and re-evaluate your approach.

Competitors may not follow best practices

It’s fairly easy to assume, especially when competing with large established

By Conrad Saam

us with lawyers, not so much. I regularly brands, that their SEO house is in order and see newcomers in the legal directory space that’s why they are so successful in ranking. jumping up in search results only to disapThe reality is, they may be ranking simply pear two or three months later. If we benchbecause they are large, established brands. marked and copied their tactics, we’d probTheir domain is old. They have lots of links. ably disappear, too. Forever. They have widespread brand recognition. Don’t assume established brands aren’t These factors enable them to rank regardless employing black-hat techniques. Time after of how poor their SEO fundamentals are. time, we hear about well-known brands Following their lead may encourage you being penalized. A to adopt their worst practices. Copying Benchmarking competitors’ close cousin to the “playing dirty” probcompetitors’ worst-ofSEO strategies and lem is testing. Blindly breed tactics without tactics may be, at best, following smart the domain age or link an extremely frustrating competitors who are strength is a dangerexercise. constantly testing new ous practice. (This (and potentially crazy) issue will undoubtedly ideas can lead you down a rabbit hole, by get worse as Google’s personalized search stumbling into one of these tests, assuming pushes more people to brands they’ve it is a best practice, and rolling it out across already visited.) your site. At best, benchmarking your competitors Competitors have a different will focus your resources on aspiring to be authority profile just as bad as they are. At worst, you will You may be tempted to think, “We’re both get penalized. So what is an SEO to do? in the same industry, so we should be able to Instead of benchmarking within your indusimplement similar tactics and get a similar try, look beyond result.” You may even take the next logical to other sites that step: “We both sell ski goggles and we have seem to really get the same page rank, so surely if I copy their it. Find companies tactics, I can sell more ski goggles.” (Yes, Number of display ads that who have been page rank is extremely suspect, yet I hear U.S. users viewed in 2009 — around for a while this rationalization all the time.) This is an up 21 percent versus 2008. and are consisSource: comScore overly simplistic approach. tently succeedA Learn more at ClickZ Stats. When you peel away the onion on a given ing in search. site, authority profiles can be extremely Cross-industry complex, vastly different, and mostly imposbenchmarking has sible to really understand. The link profile been remarkably effective outside of the for two identical PR sites can be vastly SEO industry. The most famous example is different: number of links, domain diverfrom Southwest Airlines. In their efforts to sity, deep links, anchor text, in-links from reduce their on-ground turnaround times (a domains owned by you, and more. Copying KPI for discount airlines), they didn’t look a competitor’s tactics assuming you can get at a competitor with the fastest turnaround similar results just because you operate in times. They turned to NASCAR pit crews to the same industry and have matching page develop industry-leading turnaround times. rank is inane. Stop benchmarking your competitors. There is more to be learned outside your Competitors may be playing dirty industry than within. § Depending on the industry, if someone is ranking, it may be because they Conrad Saam runs marketing for are extremely good at black-hat technolAvvo, a Seattle-based Internet ogy. Everyone needs to determine where company that has revolutionized they fall on the white/black spectrum, but the way consumers navigate the legal industry. He oversees the blindly following a competitor’s tactics just firm’s PPC, SEO, social media, onbecause they are ranking can quickly walk line marketing, e-mail, and web you down the path of chasing the latest analytics initiatives. Avvo grew black-hat technique. If you’re pushing porn from concept to market leader in the legal directory or pills, this may be appropriate — but for

4.3 trillion

space just two years after launch.

@ConradSaam

SearchEngineStrategies.com § SES

7 tips to help your website help your customers make decisions By Mark Blanchard

ecisions, decisions, decisions — life is full of them. While some are easier than others, decisions usually come down to having the information you need when you need it, so you can act. That’s exactly what visitors want on a website, but that’s not usually what they get.

The reality

Most websites today often speak about their products or services, but rarely do they actually help customers make a decision. Like a grocery store that offers more than a dozen types of detergent but gives no direction on which one is ideally suited for my needs, most websites have pages and pages of content, but offer little direction in getting the right information to the right person at the right time. In other words,

SES § March 2010 {New York}

marketers need to do a better job of helping potential customers make decisions on their websites.

The necessary shift

To facilitate the decision-making process on your site, you first need to shift your perspective to one of customer advocacy. If more sites were advocates for their customers, the content would be better, navigation and linking would be more intuitive, and users would more readily be able to decide if a company was the right fit for them or not. Specifically, you should look at your site through your customers’ eyes. When doing so, consider whether the onus of demonstrating value clearly falls on the website, or if customers have to figure it out for themselves. For example, the Progressive Insurance home page does a great job of clearly demonstrating its value

FOCUS: customer advocacy §

by listing competitors’ quotes next to their own. Not only does it provide customers with valuable information, but it also helps them be perceived as a trusted resource.

Taking action

But beyond this fresh perspective, you need actual strategies that will help you develop an improved decision-making process on your site.

of it can have an adverse effect, especially if it’s not laid out logically or users can’t quickly find what they need. Audit your content to determine if what you have is both helpful and in a logical place; then identify any gaps. This can be done in a variety of ways, one of the most common of which is grouping existing pages by themes to create a taxonomy of pages. There are several tools that exist to help scrape pages on larger sites, but Google’s “site: keyword/keyword theme” operator is a simple tool that can help you determine the pages on your site that Google already finds relevant for the targeted keyword.

Review your analytics: Analytics can provide information about user behavior, including which keywords people associate with your site and which pages they find more Develop personas: No two valuable or engaging. You can then leverage customers have the same probthese keywords in your copy throughout the lem or need. Given that, marketsite, and by using free tools provided by the ers should create personas engines, you can determine if there are any that can help users high-volume derivatives that should also Marketers should create easily identify with a segment. Doing so will be targeted. This will personas that ultimately help them follow a enhance your abilimprove the path that is much more ity to rank in more aligned with their user experience for prominent positions needs. But accom(or at all) and ensure certain segments. plishing this requires a that the language you deep understanding of use on your site is consistent with what your audience uses. Knowing the best-converting your core audience. Today, there are numeror highest-trafficked pages on your site will ous companies that specialize in persona also help direct your content-building efforts development; however, Usability.gov is a good place to start to gather some informaso you can better meet users’ needs. tion on the topic. Improve internal search: An Create solution-based navigaimproved internal search function: Review the top/side navition can help users navigate your gation on your site, and consider site more efficiently and help whether or not it explains your them get the information they need to make decisions. Consider laying out search results offerings in a way that makes sense to your in clusters around key themes, or allowing visitors. If it contains company or internal users to filter out results based on certain jargon, then you may want to reconsider criteria (date, location, etc.). Check out the how your information is presented. For slider search bars on Kayak’s search result instance, you could change the wording and subsequent links to help answer the problem pages, as they do exactly that. that you think you can solve for potential Take inventory: While it is customers. Doing so will provide more clarimportant to provide good infor- ity for users and a better defined path that is mation on your site, too much based on their particular needs.

2 3

Offer click to chat: Consumers like making purchases in a retail store because they can get advice from a real person. To capitalize on this behavior, marketers should offer realtime help/live chat on their site. Doing so will help your customers better connect with your brand, and they’ll see you as a solutions provider. Fortunately, there are many services available to facilitate this process, including ATG or LivePerson. Or you can investigate your options by searching for “click to chat software.”

Provide real tools: If a tool provides great information, it can help you make a decision. But think about the tools on your site. Sure, they may have a purpose, but I’ll bet that the bounce rate on your tools page is fairly high, and that it doesn’t actually drive people to convert. For example, perhaps you have a calculator on your site. But does it just spit out a number, or does it actually help guide someone to a decision? To develop a truly effective tool, first identify the greatest barrier to someone purchasing your product or service. In this economy, marketers can’t afford to let potential customers get lost, confused, or overwhelmed on their sites. Smart marketers will follow the above tips to develop an experience that gets visitors what they need when they need it, so they can make a decision. § Mark Blanchard is a client services director at iProspect and oversees strategy and execution of campaigns for clients in various industries, including travel, insurance, retail, and education. Part of the iProspect team since 2004, Blanchard was previously the director of knowledge management and innovation for the search engine marketing firm. A native of Canada, Blanchard is certified in Google AdWords and Analytics and is a Yahoo ambassador. He holds an MBA from the University of Massachusetts.

SearchEngineStrategies.com § SES

§ FOCUS: search & social

Online marketing and social media: Thinking beyond the web browser By Liana Evans

ntil recently, when online (external or internal) content is found, marketers spoke about regardless of platform. optimizing content, they A search engine isn’t defined as Google, discussed optimizing things Yahoo, Bing, or Ask. The definition of that users can see on web a search engine by dictionary.com is “a pages. Whether it was a static or dynamic software program that searches a database HTML page, a video, a photo, or even a and gathers and reports information that podcast, the marketing and optimizing contains or is related to specified terms.” of those digital assets were focused on Search engines are programs that aren’t delivery through a web browser such as bound to web pages, although for the past Mozilla’s Firefox, 15 years or so, the Microsoft’s Internet It’s no longer enough to primary way to pose Explorer, or Google’s a query and get a have a website that’s Chrome. As technoldisplay of results optimized for the ogy progresses, users was through a web will access content page. As technology search engines. less through web progresses, there are browsers, and more through applications many ways for questions to be asked and built specifically to deliver the user an optifor results to be displayed. mal view on his particular device. As social media becomes more ingrained So what does that mean for the future of into our everyday lives, people increasingly marketing online? want to stay connected to their commuMarketing teams have to think beyond nities. They’re doing that just as often the web browser and realize that consumers from their mobile phones (BlackBerries, are searching through many other means. As iPhones, Androids) as they are from their phones become smaller and more powerful home computers. They’re also using smart — they’re basically a mini computer — phones to find answers to questions a lot applications are being designed for smart more quickly than breaking out their laptops phones that don’t use a web browser frameto find a restaurant or someone to plow the work. These applications have their own driveway after a snowstorm. People are search features and don’t rely on Google, accessing specially-made applications for Yahoo, or Bing to drive traffic to their their phones, such as Yelp, Foursquare, applications. and OpenTable to find immediate answers I once posed the question to a panel of to their questions. The question is, are you experts: “If more users are moving away planning these types of sites and applicafrom the web browser, is it still the search tions into your marketing plan? engine optimizer’s job to make sure our You should be. clients’ content is found in these other Depending on your industry, different forms?” I was a bit taken aback when the social sites or applications are becoming one panelist, a rather well-known industry increasingly important to any company’s expert, said, “No, I don’t think it is.” marketing efforts. Being where people I completely disagree. I think it is absoare looking for answers or information lutely the SEO’s or the online marketer’s has become critical to making sure your responsibility to make sure that our clients’ company is at least considered in the user’s final decision. It’s no longer enough to just have a Want to learn more? website. It’s no longer enough to have that Liana will be giving a solo presentation website optimized for the search engines. at Thursday’s 10:30 a.m. session, “Social Take for example a restaurant. It’s great to Media 101.” For more information, visit have a website that displays your menus, SearchEngineStrategies.com/newyork photos of your interior, and links to all

SES § March 2010 {New York}

those great restaurant critic reviews. It’s even better now that your site’s content is optimized and you appear in the top five for restaurants in your city. But what good will that to do your business if people are accessing OpenTable, Yelp, or Urbanspoon to find a restaurant in your city? Your web page won’t come up as a result for people using those applications to find a restaurant. Those links on your website to the critics’ reviews about how great your food is won’t mean anything to the people using these types of applications. The reviews from the communities on those applications matter a lot more. When planning your online marketing strategies, you now have to account for optimizing not just web pages, but your content that sits on social sites for users to find it. It won’t do you any good to simply have a page on a social site and hope people know your name and find you. Most users won’t know your name; they’re searching just as they do on Google, Yahoo, or Bing — for concepts, like “Italian restaurant in Philadelphia.” Just like with a web page, your content on social sites — whether it’s your profile, photos, videos, or any other piece of digital content you share with the community — needs to be optimized for what people are looking for. That is part of the job of your online marketing team. The expertise of an “SEO” who optimizes websites can be transferred into optimizing your content for these other search engines. If your SEO claims optimizing anything else but a web page isn’t their responsibility, it just might be time to look for someone else who understands that both search and social have moved beyond the web browser. § Liana “Li” Evans runs the Search Marketing Gurus blog and is the director of social media for Serengeti Communications, a Washington, D.C.-based online marketing firm. Liana is wellversed in large-scale retail sites and all avenues of social media and search marketing. She speaks and trains at SES and other industry conferences.. @storyspinner

FOCUS: search & social §

Digital asset optimization: Social media meets SEO

By Harry Gold hen people say social media marketing helps you in search, what do they mean? Are we doing all this online socializing to simply get links and boost our page rank? The answer is a clear no. Launching and managing a whole social platform is a lot of effort to simply get links. So why are we really doing social media marketing? We’re doing it to weave our content into the social fabric of the web and embed our products, brands, and information into places where people gather, converse, and share. We do it to make our content part of the larger body of information residing on the web, outside the borders of our websites. So that’s where search really comes in. By doing this, more of our content pops in search results (text and universal) and promotes our products and services.

Search results are information hub pages

Google and other search engine results are no longer boring static gateways to other sites. They are our starting point to anything we’re seeking or researching in our personal and professional lives. They are information hub pages that bring together a wide range of links, videos, images, products, social streams, ads, news, and other elements into a single view. In other words, they are the customized on-demand home pages for what we are looking for at any given moment. They are transforming into rich, multimedia experiences that deliver anything we need in the form we want to consume it in. So this is where SEO and social media marketing come together. It’s not all about links — it’s about the distribution of your content and that content appearing in search results.

Digital assets optimization and social media marketing

So while SEO has traditionally been about your site popping in the search engines, social-based digital asset optimization is about getting your content out there, optimizing it for target terms, and having as many mentions and real estate on a results page around a particular topic as you can. Of course, one listing may be from your site, but don’t you want to be the subject of, or at least mentioned in, the content of the other listings? How about blog posts? Are you or your products mentioned? In universal search results, is that your product shot, chart, graphic, or video included and

above the fold? How about in image results and video results in Google Images and YouTube? How many of the listings belong to you?

Take action

Here are a few tips to make sure the content you create is optimized for posting to your site and for social media marketing, like pushing out content via tweets, blog posts, Flickr photo albums, YouTube video posts, blog posts, press releases, and Facebook updates:

tips for getting your content out there in a big way

Target terms: This is an elementary SEO step. Create a target list of terms and destinations for those terms. Then use those terms in an opportunistic way with all your digital assets. Pictures and images: Use target terms in your image file names, alt tags, captions, and product names (for example, instead of “the Impact,” you say “the Impact finishing hammer”). Then you post images to Flickr and other public photo sites, using target terms in your titles, tags, and descriptions, and link to target pages on your site. If you are an e-commerce site, post all your images to Flickr in this way as well. People are shopping for products via image searches now: blue bar stool, orange T-shirt, black leather binder. If you’re a B2B site, infographics, charts, and graphs are great Flickr content. Videos and presentations: Do not embed YouTube videos in your site; serve them yourself, and if it’s a short video, put an abridged transcript on the page below the fold. Then use target terms in the page’s meta data, video title, caption, and file name. Then put the video on YouTube and the other top video sites. Use your target terms in the title, tags, descriptions, file name (when possible), and of course add a link to a target page. For your PowerPoint presentations, same as YouTube, but post them to SlideShare. Tweets and Facebook fan page status updates: While these will not always help your page rank, these little bursts

Want to learn more? Harry will be speaking at Thursday’s 12:45 p.m. session, “The Business Value of Social Media.” For more information, visit

SearchEngineStrategies.com/newyork of content are showing up in search results in Live Search and indexed Twitter pages (yes, your tweets do get indexed, and your Facebook fan pages are public and do get indexed). So use target terms in these communications as much as you can, and lose the tiny URLs if you can — naked URLs to your site are best if you can make them short and sweet (just track with Google Analytics). PDFs: On all PDFs, use your highvalue terms in headers, content, and the PDF meta data (yes, PDFs have meta data). Then post your PDFs to Docstoc. com (the YouTube of PDFs), and use your target terms in the title, file name, and of course description. Got some media money and doing a white paper syndication buy with IDG or other providers? Use your target terms in the white paper titles and abstracts. Press releases and blog posts: This is pretty standard. Keywords in your title, headers, and copy; embed video and images into those wire service releases, when you can, with keyword-infused file names. XML site maps: Finally, get to know Google site maps — all of them. Google is listing six right now: regular, news, video, code search, geo, and mobile. There’s more, but that covers the big stuff. If done right and done consistently, the lines between SEO and social media marketing will start to blur. You’ll be covering three bases with one program: site SEO, digital asset optimization, and social media marketing. § Harry Gold is the founder and CEO of Overdrive Interactive, an online marketing firm in Boston. His mission is to create innovative online marketing programs. Harry is a frequent lecturer on search engine marketing and social media for Search Engine Strategies, Harvard University, and more. He’s also an expert online media planning and buying columnist for ClickZ.com.

SearchEngineStrategies.com § SES

§ FOCUS: search & social

As search and social converge, engagement matters By Jack Marshall

s the major search engines continue sites and products during December than they did in to attract greater numbers of queries October. and unique users, social networking Microsoft’s sites experienced similar changes to services are outpacing them in terms of Google’s in that period; its audience shrank by around audience growth, and rapidly catching 3 million unique users, who spent an average of three them in terms of audience size. minutes less on the sites. By contrast, the average time According to data from comScore, search products spent on Facebook grew by around 15 minutes, and its attracted 6 percent more U.S. users in 2009 than in audience increased by over 2 million unique users in 2008, and those users conducted 16 the same three-month period. percent more searches, year-over-year. As time spent with search company products plateau The Ask Network led that growth with or dip, Facebook continues to demand more and more a 19 percent increase in users, yearuser attention. over-year, followed by Microsoft and As for Twitter, it attracts a fraction of the audiU.S. unique monthly visitors Google sites, with 15 percent and 9 to Facebook nearly doubled ence accrued by Facebook on a monthly basis; yet, between January 2009 and percent growth, respectively. comScore estimates it grew unique visits to its website January 2010, from In terms of growth, however, social by 900 percent between December 2008 and December 57,232 to 112,442. networking sites continue to outpace 2009, reaching 20 million users. Taking into account Source: comScore the search space, with popular services A Learn more at ClickZ Stats. third-party applications through which many users Facebook and Twitter enjoying a now access Twitter, its actual user base is likely considperiod of rapid growth during 2009. erably higher. According to Nielsen data, the past Why compare engagement on social sites with that year has seen consistent increases in both the number of search properties? Of course, search products aren’t of U.S. users visiting the Facebook site, and the typically vying for extended periods of user engageamount of time those users spend ment, and fewer minutes spent interacting with it. Nielsen estiwith engines could imply greater Facebook continues to mates Facebook attracted around efficiency of the engine itself. demand more and more However, as search companies 75.5 million unique users in May user attention. 2009, who spent an average of continue to diversify their prodthree hours and 12 minutes on ucts and emphasize socialization the site. Seven months later, that and collaboration, metrics such as user engagement figure jumped considerably to 110 million uniques in could become increasingly important for search providDecember, with the average person spending twice as ers, going beyond simple scale and reach metrics. § long engaging — over six hours and 24 minutes per Jack Marshall is a staff writer and stats editor user. for ClickZ. He covers the digital marketing inAlthough that figure remains well shy of the traffic dustry, including display and video advertising, accrued by companies with search products — such as ad networks, mobile advertising, social and Google and Microsoft — the gap continues to narrow. viral media, and search engine marketing. Google properties attracted 156 million unique users Jack focuses on industry developments within in October, but that number actually dipped slightly the U.S. and Europe, but also has an interest in during November and December. What’s more, users the bourgeoning Asian and Eastern European digital ad markets. @jackmarshall spent an average of 13 minutes less with Google

96.5%

SES § March 2010 {New York}

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SearchEngineStrategies.com Â§ SES

Ever-evolving engines The online discovery experience broadens at Bing.

By Yusuf Mehdi f I had to sum up the work we’re doing at Bing in a sentence, I’d look to our vision: “Empowering people with knowledge by computationally understanding user intent.” Vision statements are often criticized for being lofty and meaningless, but at Bing, this vision really guides not just how we think about the product, but how we think about the future of search generally. The web has changed in the past 10 years, and more importantly, the way you use the web has changed dramatically. Far from just finding pointers to interesting articles, the web is now the transport that enables people to conduct tasks that were previously confined to the physical world in an efficient, near real-time virtual manner. Imagine all the things you can do because of this amazing web transport: book a restaurant, hail a cab, conduct all your financial

SES § March 2010 {New York}

COVER STORY / FOCUS: under the hood §

But we think we can do even more. Our transactions, buy a vintage T-shirt, reconvisual search technology was developed nect and stay connected to people you’ve in response to the fact that people, espelost touch with, tap into the cultural zeitcially when they found something with geist in real-time — all these things are now which they were not familiar, weren’t able possible because of the globally dispersed to easily construct a query. Imagine trying network that we think of simply as “the to find the best digital camera using only web.” words. It might look like this: “SLR digital Indeed you’ve changed from simply camera over 14 megapixels canon.” Even if consuming information on the web to using you knew all the words you wanted to use, it as a vehicle to interact with information the engines wouldn’t do a great job underand services. The challenge? The majority standing or responding to your request. of web users start their day with a search. It With visual search, recently has overtaken The promise of search we’re able to guide e-mail as the most a person from a very used service on the extends far beyond our generic query (“digital web. But the keyword current reach. camera”) to an expemodel that we’ve rience that helps them narrow down their all grown to love is beginning to show its choices and ultimately gives them a tailored age. Indeed, there are many cases where experience to make a better informed the keyword-to-URL mapping system decision. pioneered by the early search engines still serves a great purpose, but as people increasingly move from simply finding information to conducting their everyday tasks online, the search paradigm needs to shift.

Task-oriented user experiences

At Bing, we’ve focused on pivoting the user experience around what someone is actually trying to do. We don’t believe the future is more links on a page, but in experiences that map to what you’re trying to get done in your real life. For example, you can see how Bing morphs itself when you look for U2’s latest concerts or when you want to make sure you’re packing the right clothes for the weekend getaway to Vancouver.

Partnerships help deliver on the promise

To capture user intent, our engines need to be more agile. They must respond quickly to changing user needs and behaviors. The question we ask at Bing is how do we do a better job in responding to tasks where people require more than blue links? In many cases, we don’t have the data in the index that can be used to construct these vibrant responses to task-oriented questions. Part of our strategy is to partner with providers of rich, structured data that we can leverage as we build the dynamic experiences. We think we need to build Bing as a framework that can leverage the breadth of the online ecosystem to do something that standard web crawling can’t provide. Our most visible partnership in leveraging the online ecosystem is probably how we include Twitter content; this work really demonstrates our commitment to distilling knowledge from data. Rather than just inject tweets into core results, our Twitter search technology helps take out the noise from the stream and shows you the most important things people are talking about in Twitter. But you can also see the power of partnerships in things like our recipe search, which combines data from many recipe providers into an interface that helps you find that

Want to learn more? Yusuf will be delivering Thursday’s 9 a.m. keynote, “The Evolution of Search: End Users Signal The Way.” For more information, visit

SearchEngineStrategies.com/newyork perfect chicken saltimbocca recipe without having to go to a dozen sites.

More visual, more interactive

The last thing people tell me they love about Bing is how it feels more like a beautiful application rather than a text-based DOS application. We’re very aware that visual experiences can sometimes hamper performance, but in places where making Bing more expressive can help you get something done faster and with more confidence, it just makes sense to leverage peoples’ innate ability to process things visually. Our work in Bing Maps is a great example of this — being able to re-associate data on the web (like tweets, local blog posts, or user-generated imagery) with its originating place in the real world is a more natural and effective way to connect your virtual life with your real one.

The road ahead

It’s amazing how far search technology has come in a decade, but as we’ve said in the past, the promise of search extends far beyond our current reach. As search marketers and search professionals, you’re an integral part of driving people to expect more from their online discovery experience, and we’re honored to be a part of the journey. § Yusuf Mehdi is SVP of the online audience business at Microsoft, with revenue and market share responsibility for Bing and MSN. His team leads global product management, business development, partnerships, and U.S. marketing execution. Previously, Mehdi was Microsoft’s chief advertising strategist and SVP of strategic partnerships. He began his career at Microsoft in 1992. A native of Washington, Mehdi earned a bachelor’s in economics from Princeton University and an MBA from the University of Washington.

SearchEngineStrategies.com § SES

§ FOCUS: new tactics

How universal, personalized, and real-time search have affected click-through rates By Prashant Puri

ave the launch of universal search, personalized search, and real-time search affected your click-through rate (CTR) on search engine results pages (SERP)? Let’s examine how you can use these to your advantage.

The Long Tail: Keyword Examples & Strategies Keyword Strategy

Searches per month* Click-Through-Rate

Example

Head

> 1M

Low

“search engine”

Torso

> 100K < 1M

Medium

“search engine optimization”

Tail

<100K

High

“search engine optimization services”

Universal search

The launch of Google universal search in May 2007 improved user experience, offering intuitive alternatives to standard web results. The real intent of the searcher was more closely met, and universal search helped those who didn’t have optimized websites. But in the search engine optimization (SEO) world, traffic acquisition became tougher, since CTR on the results pages fell — all the SEOs were thinking, how do we benefit from this?

Personalized search

December 2009 saw the launch of personalized search for both signed-in and signed-out users. Another factor was added to the ranking pool: user CTR. A site’s fate, instead of depending purely on relevance, now depended on relevance as well as CTR. Basically, Google changed rankings for individual users based on their click preferences. The underlying effect, as Rand Fishkin wrote in one of his blogs, is that “the rich get (even) richer.” As an example, when buying a carton of milk from your neighborhood grocery chain, you walk to aisle six and pick up the same brand of milk. With personalized search, you wouldn’t need to walk to aisle six every time. Your brand of milk will be waiting for you at the checkout counter. The effect? The other milk brands wouldn’t even have a shot at getting a piece of your monthly grocery spend. Similarly, websites that are ranking on page two will see a reduced CTR.

Real-time search

Although Google’s real-time search inclusions are arguably premature, it’s yet another instance of a move by Google that has made traffic acquisition a little harder for websites. Real-time search essentially

Want to learn more? Prashant will be speaking at Wednesday’s 10:30 a.m. session, “Bringing SEO In-House: The Pros and Cons.” For more information, visit

SearchEngineStrategies.com/newyork 68

SES § March 2010 {New York}

*Source: Google Keyword Tool

adds live updates from sites like Twitter and Friendfeed, along with headlines from blogs and news sites. Result: Another addition to the SERP that’s vying for a piece of that traffic. Real-time inclusions, once perfected, will give rise to a whole new SMO (social media optimization) meets SEO world. Given these changes, it has become imperative for SEOs to think outside the box and improvise.

Use universal search to your advantage. Google Local: Local businesses should add themselves to this list. You can add and edit relevant information, increase visibility, and most importantly, track customers. Google Images: Optimizing images and driving traffic through Google Images could prove to be an alternate revenue stream. Currently Google Images drives the same amount of unique users as Bing, and about 15 percent less than Yahoo. Google Products: Another great way of showing up on the first pages pages of Google is to use Google Base to submit your products on Google product search. This is a great source for traffic, especially since it’s free.

Go long — very long. With traffic acquisition getting tougher for head keywords, it has become more important to optimize for the long tail and the very long tail. Why? Three reasons: Ranking is easier due to reduced competition; long-tail keywords see reduced universal search inclusions as they are very targeted (Google decides to show only relevant sites as opposed to surfacing images, news, and local — all of which will try to guess user intent); and longer-tailed keywords convert better. Keyword tools such as Trellian and Wordtracker should be good starting points to source longer-tail keywords.

Content and social media. With the integration of realtime search on both Google and

Bing, it’s even more crucial to create valuable content that makes your site a “must link.” It’s only a matter of time until links from Twitter and Friendfeed start to weigh in as an SEO factor — it might even be in the next update after Caffeine. Here’s an example: If you searched for “super bowl,” you might have an article on nytimes.com that a number of people are tweeting about and linking to. It would make sense for Google to weight that article or site based on number of tweets plus personalized search CTR. The bottom line is that SMO and SEO are going to be working in tandem. Consequently, it’s a good idea to doubledown on your SMO and content creation bets because the stakes have just been raised.

Bing and Yahoo. Looking at the search share between the big three engines (Google at 65 percent, Yahoo 17 percent, Bing 10 percent), it might not have made sense from an ROI perspective to optimize for Bing and Yahoo separately. Those hours could be spent trying to understand your Google optimization landscape. However, with the Yahoo-Bing search partnership announcement, it would now be well worth your time to optimize for Bing. The search breakup now looks like a 65-27 split. As Google and Bing innovate, the SEO landscape will change at a fast pace. The last two years have seen more changes to the marketplace than the previous six years combined. It’s now paramount to get in early, test, analyze, and make proactive changes that lead to profitable results. § Prashant Puri is head of global SEO for Shopping.com (an eBay Inc Company). He is responsible for SEO for sites that run across five countries. He has more than eight years of online marketing experience, including stints at Yahoo and AT&T. He’s built numerous sites into multi-million unique visitor sites through a combination of SEO and SEM.

SearchEngineStrategies.com ยง SES

§ FOCUS: paid search

Top 10 PPC campaign mistakes

on’t let common, easily recti- than not, there’s a good level of variance in fied mistakes derail your PPC margin and LTV. search advertising campaign. Leaving on the Google content Your campaign may be suffernetwork without testing: Contexing from neglect as you go off tual advertising can be valuable, but and chase the sexy, hot, shiny new forms of online marketing such as Twitter or video it often works best in segregated campaigns. advertising. Whether your campaign has Just because the default is to leave content been up for years or is still fairly new, I’d on doesn’t mean it’s the right decision for bet there are still significant improvements you. I recommend you first tune search and you could make — plus mistakes you should then go back and figure out how to make correct — to compete in the “quality score content work for you. ecosystem” that evolves monthly and is Foundational keyword research quite different from that of even a year ago. and expansion: Keyword research One really fun thing about having been never stops. While there’s a point in search engine marketing for 16 years (yikes) is that by now, I’ve seen dozens, of diminishing marginal returns on adding additional exact perhaps hundreds, of match keywords to a mistakes made in paid Keyword research campaign, most busisearch campaigns. never stops. nesses change over I’ve even made more time, a fact requirthan my fair share of mistakes while getting my hands dirty in ing a review of keyword opportunities. the campaigns I run. One common theme Seasonal businesses or ones where products I’ve seen in the campaigns of hundreds are constantly being added to the site require of marketers is that many foundational even more vigilance. elements of the campaign are lacking, resultRight mix of match types, including in large missed opportunities. Failure ing negative match: Exact match is to get the basics and foundational elements great for getting quality scores high of a campaign right will reduce your quality score and also prevent you from engag- and therefore being able to afford high posiing in the level of tuning required to make a tions less expensively. However, you still need some phrase and broad match listings campaign really hum. All search marketers should go through to catch the searches that the exact match this checklist of common campaign mistakes listings will miss. Often one can learn from to make sure they aren’t wasting money or the broad match listings the keywords that missing opportunity. While the relative prior- deserve their own ad groups. ity of the following list may vary slightly Proper account structure and ad by advertiser, these cover most of the big groups with tuned creative: It’s mistakes that end up in old campaigns and likely that the Google schema of even in new campaigns that have just gone Campaign to Ad Group will become the live. industry standard due to Google’s leadership Failure to track, track the right position in the marketplace. After all, no things, or track at the right level: advertiser wants to rebuild a campaign strucYou’d think I wouldn’t even have to ture from scratch for each engine (regardless mention tracking and metrics, but sometimes of whether Yahoo’s Panama disappears in a marketers don’t measure and track at all, or year or so or not). So revisit your campaign they don’t track the things that really matter. to make sure you haven’t taken shortcuts The closer you can get to tracking immedi- such as cramming too many keywords into ate and long-term profit the better. Sure, an ad group. This problem becomes exacthe return on ad spend (ROAS) metric is a erbated when the keyword phrases look good proxy if your margin is consistent and similar in meaning. Often the ad copy no none of your customers have different life- longer includes the optimal phrases that time value (LTV) profiles. But more often were searched on. Search scent is strong, and searchers look for ads that are an obvious match. Want to learn more?

2 3

Kevin will be speaking at Wednesday’s 3:45 p.m. session, “Selling Search to the C-Suite.” For more information, visit

SearchEngineStrategies.com/newyork 70

SES § March 2010 {New York}

Bids managed at the keyword level: Each keyword phrase is in its own auction, and bidding decisions should therefore be made granularly (except

By Kevin Lee

in the cases of extremely low-volume keywords). Just because you can set default bids at the ad group level doesn’t mean you should.

Landing page testing and pages selected at the keyword level: If user intent is different between two keywords, make sure the keywords get different landing pages — particularly if you have them available on your site already. The landing page that is best may not be the one that has the exact thing the searcher was looking for. Sometimes they want relevant pages with related options listed. Failure to test ad creative within important or high opportunity ad groups: You don’t have to test every ad. But the larger the current and potential volume, the more important it is to test ad creative. Just a small improvement in CTR will have a dual benefit of more clicks and better quality score.

8 9

Forgetting to test the marginal value of bidding for your own name and brands: People continue to ask me if they should bid on their name when they already have top organic position. Do a pulse test. Generally the answer is yes: You should still bid on your brand terms even with high organic position because you can more precisely control the user experience and also improve both total click volume and conversion rates on the paid clicks. Using the engine’s budgeting tools: Only you know the true value of a click. Don’t let the search engines send you less valuable clicks (with lower profit) due to a budget setting. The budget settings are there for emergency purposes. Bonus mistake: Failure to test geotargeting and dayparting. It’s not that hard to figure out. Should you bid more by time of day and geography? Got all your campaign fundamentals done and optimized? Then you can consider the cool stuff like search retargeting, video ads, and display ad enhancements. §

Kevin Lee, co-founder and executive chairman of Didit, has been an acknowledged SEM expert since 1995. Kevin’s column for ClickZ, “Paid Search Strategies,” is read by thousands. He was a founding board member of SEMPO and its first elected chairman. He lectures at leading industry conferences, plus NYU, Columbia, Fordham, and Pace universities. @Kevin_Lee_QED

FOCUS: user-generated content §

UGC drives search on product pages and beyond

By Sam Decker made my Super Bowl party rock” or “My first triathlon” (for a sports-related brand) engages all types of customers and prospects and fuels many types of searches. If you have long-term customers who are very involved on your site, ask them to share their knowledge by showing them all the open questions shoppers have about products they use, making it easy for them to answer them. Asking for reviews is a natural way to drive new content, and it’s important to index more than just the first page of reviews for each product — not all review providers allow for this. Since it’s easier to display Optimize UGC to power many and index just the first page of reviews, most types of searches Let’s say a searcher is looking for motor- brands just do this, but indexing “page two” cycle insurance. If he’s not sure where to of reviews is an easy way to increase crawstart, he may search for “motorcycle insur- lable content from 10 reviews to hundreds ance in Colorado.” An insurance provider of reviews that lead directly to the product with a community Q&A page may have page. This also helps very popular products discussions about how buyers determined — those that tend to have many reviews — which company or policy to choose. Or rise to the top of searches. The goal is to drive traffic from trusted they may let their customers write their sources directly to a brand’s site, so it’s own stories about how they purchase, use, important to ensure or like their current all SEO tactics are insurance provider. Product specs may read working to drive such Another searcher may the same from one site to traffic. For example, look for “top-rated the next, but user reviews, content aggregators motorcycle insurance” stories, and Q&A will work to increase their or “motorcycle insurown search value, so always be unique. ance reviews.” A wellproduct reviews that indexed category page syndicate to shopping sites, for example, that shows top-rated motorcycles will show can directly compete with the search value up under this query, leading the searcher to a page of top-rated options. Indexing this of reviews on your site. This is an important aggregated review content not only lures a point — you’d rather your reviews bring searcher to a site, but also builds consumer searchers to your site, not an aggregator’s or trust for the brand — people want to hear a competitor’s site. dding user-generated content (UGC) to a site can help increase natural search for any type of site — not just a retail site. What’s more, it can drive traffic to much more than just the product pages. Optimizing UGC for a site involves targeting many search types, driving new content to the site, and using search results to improve future search campaigns. A variety of content will help drive searchers from different phases of the purchase cycle.

from other people like themselves. UGC also helps a retailer’s product page stand out. Product specs may read the same from one site to the next, but user reviews, stories, and Q&A captured on a retailer’s site will always be unique.

Encourage users to keep contributing

We all know that search engines prefer plenty of fresh content. While it’s hard (and not advisable) for brands to constantly change their product copy, it’s fairly easy to find new ways to ask your users to share their stories. Creating a campaign that asks, for example, “How my Samsung TV

Use search results to inform future search campaigns

UGC can uncover search keywords and results you may not have considered. For example, a computer company may call all their portable computers “notebooks,” but searchers and reviewers may use the word “laptop” to search for or describe the same products. Analyze how UGC impacts search; look for keywords that appear in UGC that don’t appear in any product copy. When building content volume, let consumers add or share content directly from their Facebook and Twitter accounts. As more and more of this content is indexed

by Google, even more long-tail search terms will come to light; make sure to include these in future keyword campaigns.

UGC impacts more than just product decisions

While retailers have long seen the sales benefits of product reviews and other consumer-created content, other industries now let consumers contribute to their sites. These types of searchers may not have such Twitter’s U.S. growth in unique visitors, by percentage, a clear-cut path to between January 2009 and purchase. As finanJanuary 2010. cial services and Source: comScore insurance compaA Learn more at ClickZ Stats. nies let consumers give their firsthand opinions, they can let this content drive natural search — a huge opportunity for industries where trust is very important to consumers. Today, a search for “top-rated mortgage companies” turns up online articles, and “health insurance reviews” reveals thirdparty aggregate review sites. Companies can — and should — use these queries to drive traffic directly to their sites. When this content is indexed for consumers in every stage of the decision-making process, the companies with the most UGC will win the search competition more often. And different types of content will attract online researchers and leave a positive impression. It’s important to think about and optimize for all types of shoppers — and all types of searchers — when indexing UGC. Customer reviews, community Q&A, and stories shared online are changing the way consumers shop — and search. §

836.6%

Sam Decker is CMO of Bazaarvoice, the market leader in hosted social commerce applications that drive sales. He has written two books on word-of-mouth marketing and is an award-winning blogger. Previously, he drove Dell’s customer segmentation and built Dell.com into the largest consumer e-commerce site at $3.5 billion in annual sales. A frequent speaker at marketing and e-commerce events, Sam has almost 20 years of marketing and online retailing experience. @samdecker

SearchEngineStrategies.com § SES

§ FOCUS: affiliates

Search team vs. affiliate team: internal revenue wars

By Lori Weiman eparation of your search and get as many cookies loaded as possible so affiliate marketing efforts can that credit for a sale is tracked back to the create internal revenue wars. affiliate. In practical terms, this means the This problem exists when affiliaffiliate could advertise on a keyword under ates get credit for sales that come the guise of an ad for one of your competifrom search advertising, which otherwise tors, and then stuff your cookie through the would have been allocated and credited to redirect stream. The consumer then returns the search team or managing SEM agency. through the search channel and clicks on an Paid search advertising yields excellent ad from your search team, but the affiliate benefits when advertisers deploy a search gets credit for the sale. advertising strategy coupled with an affili3. Affiliate marketers are direct linking ate marketing program. Affiliate programs to you. This means the affiliate is using your can offer strong results in assisting with display URL in the ad, so the ad appears to brand protection and expanding your be yours; however, it originates from your keyword reach. However, if not carefully affiliate and not your search team. In this managed, revenue attribution from the affiliscenario, there’s a CPC war, since only one ate program can “steal” dollars from your advertiser at a time can use the same display search team’s bottom line. URL. Your search team and your affiliate The catalyst is a common tendency team are battling to appear in the search to manage affiliate programs and search results. programs using completely separate and 4. Consumers click on multiple ads disparate teams. For example, a search before making a purchase. Consumers agency manages your search program, and do not always buy on the first click. This an outsource program manager (OPM) means that it is possible, and likely, that a controls your affiliate consumer will run program. Each team multiple searches and Give your affiliates the wants to glean credit click on multiple ads opportunity to succeed, for revenue derived before finally making from the search so they don’t need to resort a purchase. If during to underhanded tactics. channel to propel the shopping and the metrics that you researching phase, the should and are going to hold them accountconsumer clicks on your search team’s ad, able for achieving, like ROI or CPA. and also clicks on your affiliate team’s ad, Depending on your tracking system, and the credit for the sale is given to the credit for the sale will either go to the last affiliate team, then there will be negative cookie dropped, the first cookie dropped, or repercussions to your search team’s metrics, to each cookie dropped — in which case you analysis, and decision-making — or vice will be attributing the same revenue dollars versa. to multiple channels. Flawed conversion metrics are then used by your search team, Clearly, both the affiliate and search teams your affiliate team, and yourself to measure are vying to be credited for the ultimate sale. performance of keywords, maximum CPCs, To maintain a healthy working relationship budget allocation, and overall performance between these two channels, so that you ultibenchmarks that can cause you to fire or mately benefit, you could consider deploykeep your agency or affiliate vendor. ing the following practices: Any of the following scenarios can cause 1. Affiliate rules. Create affiliate marketrevenue allocation problems: ing rules so that the affiliate program 1. Affiliate marketers sponsor prohibenhances your search program, and does not ited or restricted keyword terms. You may detract from it. restrict certain keywords because these are Prohibit cookie stuffing. part of the search team’s strategy. Prohibit direct linking (unless you do 2. Affiliate marketers engage in cookie not have a search campaign). stuffing. Cookie stuffing is when the affili On top terms and even brand terms, ate marketer directs traffic through a series ensure affiliates have an even playing of redirect links, thereby dropping a varifield with the search team. Meaning, ety of cookies from a single paid search ad give your affiliates the opportunity click — some may be yours, some may be to succeed so that they don’t need to those of other advertisers. The goal is to resort to underhanded tactics.

SES § March 2010 {New York}

2. Monitoring. Monitor your affiliates to ensure that the rules are adhered to: Watch for cookie stuffing across advertisers. Watch for direct linking carefully. You should not allow direct linking if you are directly advertising in paid search. Watch that all rules are being adhered to, which will ultimately curtail channel conflict. 3. Sales attribution. Attribute sales among both teams so that it’s not all or nothing. Consider tracking sales so that you can watch the entire shopping path of a consumer over time. This will give you a greater understanding of the contribution between your search and affiliate teams. 4. Common management. If you can do it, consider common management for both channels, so that one agency or one group is responsible for both the paid and affiliate channels. It is also wise to consider bringing SEO into this fold as well. A single-source vendor who can handle all three components and operate the program in harmony will yield better results in the long run. In this scenario, the management is credited for both the search and affiliate successes, and therefore, has every reason to ensure that the playing field is balanced. 5. Transparency in tracking or external monitoring. If you are going to manage SEM and affiliate separately, then you ought to consider some transparency in tracking and/or external monitoring, so that your SEM agency has a way to see which keywords have a strong affiliate presence. This will give the SEM agency a clearer picture when evaluating performance and in decision making. Otherwise, your agency will have a blind spot which puts the agency at a disadvantage. Ultimately, channel wars between your search and affiliate stunt your ability to maximize the search channel. You may be over- or under-spending, good search terms may appear less viable, or you may wind up firing your agency or your affiliate team for metrics that they cannot control. § Lori Weiman is CEO of The Search Monitor, which tracks competitors, trademarks, and affiliates on paid and organic search, shopping, local, and social media. A speaker at industry events, she’s held executive-level positions at several early-stage ventures, including Click Forensics and Food.com. @searchmonitor

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SearchEngineStrategies.com § SES

Video advertising comes into its own

By Zachary Rodgers hen large brand advertisers consider online video, they typically think of it as an extension of their TV campaigns. As with the boob tube, they want the digital video content they advertise against to have high production values and long-form programming. And that’s limiting, to put it mildly, according to Chris Allen, director of video innovation at Starcom USA. “If you’re only looking at long-form television content, you’re only considering about 1 percent of the total reach of online video,” he said. Direct marketers and smaller companies often experience no such qualms, a decided advantage in the Wild West atmosphere of web video. An examination of recent innovations in video reveals some solid opportunities for advertisers of all sizes to get in on the channel — and suggests marketers are finally beginning to leverage its unique attributes.

Video ad networks rush in

Starcom’s Allen manages video media strategies for big advertisers like Coke, Kellogg’s, and Procter & Gamble. His agency estimates 40 percent of online

SES § March 2010 {New York}

video consumption consists of user-generated content on YouTube; another 30 percent is adult content; and most of the rest is short-form and semi-professional video designed for the web. Historically, his clients don’t want any of it. But that’s beginning to change. Since short-form professional video content can be fragmented and hard for individual marketers to aggregate through direct media buys, a number of video ad networks are attempting to fill the gap. “If you’re not taking advantage of short-form content on video ad networks, you’re missing an opportunity,” Allen said. The list of prominent video ad networks includes Tremor Media, BBE, BrightRoll, SpotXchange, and YuMe. As a rule, they make money by aggregating video ad inventory on both broad-based consumer sites and niche special-interest sites. For instance, BBE’s network includes MSN, Yahoo, MLB.TV, and Parenthood.com, among other properties. While these companies may offer a range of ad formats — including overlays and in-banner video — their focus is typically on pre-roll advertising. By several accounts, the current field of video ad

FOCUS: online video §

networks has found traction with major exposure to an in-stream ad. “Most marketers are using in-stream for brand advertisers. “They are of growing importance,” Allen said. “They make [video branding and therefore there’s more demand for audience targeting than retargeting when advertising] more turnkey for us.” The ad networks’ own spending estimates it comes to in-stream,” a Tremor rep said. Another video ad network, YuMe, said bear out that reality. YuMe said its 2009 revenue was more than six times higher demand for its own retargeting solution has increased. But it than the previous year. too acknowledges the Last year, it served Video ad networks are bulk of its customers 110 advertisers repreprimarily supported by sented by 80 ad agen- brand advertisers, but SMBs are brand advertisers. Less than 10 percent cies, with an average and direct marketers are are direct response insertion order coming it at around $60,000. increasingly showing interest. marketers, it said. (Brand advertisers Another prominent video ad network, Tremor Media, served generally don’t care about retargeting since 394 advertisers. It declined to share reve- they’re not driven by short-term goals to nue trends but said it’s seeing considerable convert prospects.) Jill Groebl, VP of digital marketing at growth in the number of large campaigns Kansas City-based MMG Worldwide, said reaching six and seven figures. All video ad networks contacted for this retargeting has helped her travel-focused story said the majority of their customers agency increase interaction rates with video are brand advertisers, but they also shared ads. MMG is more video-focused than many evidence that a growing number of direct agencies, with 15 to 20 percent of its spendmarketers and small- and mid-sized busi- ing going to the channel. Clients include Colorado Tourism, Barbados Tourism, and nesses are also showing interest. Holiday Inn. Groebl has been pleased with the retargetVideo retargeting ing abilities of SpotXchange, though achievOne indicator of the direct marketing potential of online video ads is the rise of ing much audience reach is hard. She said one of the benefits of SpotXchange is its video ad retargeting. The practice is a variation of display ad “detargeting” capability — that is, setting retargeting, an approach by which online frequency caps to avoid serving retargeted retailers and other direct marketers use first- ads to individuals who are not converting. “The retargeting that we have done has party cookies to deliver ads to shopping cart abandoners and other non-converting site been extremely beneficial,” she said. “Just visitors while they’re surfing other sites. The to look at some recent numbers, we’ve seen practice is common on large ad networks anywhere from 5 to 10 percent increases in and exchanges such as ValueClick, Advertis- interaction rates.” ing.com, and Right Media. But it hasn’t been widely offered by video YouTube’s promoted videos ad networks. Until recently, that is. You can’t discuss online video without A number of video ad networks contacted mentioning YouTube, now the second largby SES Magazine have begun offering video est U.S. search engine, according to some ad retargeting. They include YuMe, Tremor analyst reports citing ComScore qSearch Media, and SpotXchange. Google does not data. yet offer retargeting in its video ad network, For large brand advertisers, YouTube’s but an executive told us it may do so in 2010. various video ad opportunities have failed to Every video ad network with retarget- gain much traction — except for its homeping capabilities offers its own flavor of the age, which was often sold out during the last tactic. For instance, Tremor Media provides half of 2009. retargeting for in-stream ads, like the others. “Clients are still not terribly interested But it can also retarget using other formats in YouTube, other than posting their own — such as video ads in banner units — after content and to some degree doing branded

Want to learn more? Zach will be moderating Wednesday’s 12:45 p.m. session, “Video: The Next Digital Marketing Frontier.” For more information, visit

SearchEngineStrategies.com/newyork content,” Allen said. “We can’t get clients to move. There’s this fear of the unknown and potentially airing in an environment that they don’t think is pristine.” Yet after struggling for years with conventional approaches to monetizing YouTube, Google may have hit on something big with a year-old ad that closely mirrors search advertising. Advertisers with video content can place keyword-targeted ads that appear against relevant queries. For instance, the maker of an oral hygiene gadget called Orabrush has achieved considerable success with comic videos targeted to keywords like “bad breath.” According to YouTube, 6 million of Orabrush’s roughly 8 million video views have come from promoted videos. More recently, Google began distributing YouTube’s promoted videos ad listings on its AdSense content network. Because of this evolution and the ability for advertisers to create promoted videos directly in the search interface, what began as a sponsored search format on YouTube has lately begun to look like a lynchpin of the video giant’s monetization scheme. The numbers prove the approach is working. Clicks on promoted videos have doubled from Q3 to Q4, according to YouTube spokesperson Aaron Zamost. “We now have thousands of businesses using promoted videos campaigns every day,” he said. § Zach Rodgers is managing editor of ClickZ, which has covered digital media and marketing since 1997. For the past eight years, he’s reported closely on developments in search, video, the evolution of display ads, and privacy and regulatory matters. His work has appeared in numerous other publications, including Datamation, an enterprise technology publication; the Kauffman eVenturing series; TurboAds.com; and ChannelSeven.com. Zach is a frequent moderator at media and marketing industry events.

SearchEngineStrategies.com § SES

around the Town:

New York

R Restaurants 1 Bar Americain $$$$ 152 W. 52nd Street (b/t 6th & 7th avenues) Hours: Mon-Fri 11:45a-4:15p (lunch); Sun-Mon: 5-9:45p, Tues-Thu 5-10:45p, Fri-Sat 5-11:15p Phone: (212) 265-9700 Cuisine: American www.baramericain.com

2 Baluchi’s $ 240 W. 56th St. (b/t 8th & Broadway) Hours: Open 7 days, 11:30a-10p. Closed 3-5p Mon-Fri. Phone: (212) 397-0707 Cuisine: Indian www.baluchis.com 3 Ciro $$ 813 8th Ave. (at 49th Street) Hours: Mon-Thu 12-11p; Fri-Sat 12p-12a; Sun 12-10p Phone: (212) 307-5484 Cuisine: Italian www.cirotrattorianyc.com

4 Menchanko Tei $ 43 W. 55th St. (b/t 5th & 6th avenues) Hours: Mon-Sat 11:30-12:30a; Sun 11:30a-11:30p Phone: (212) 247-1585 Cuisine: Japanese www.menchankotei.com

5 The Modern $$$$ 9 W. 53rd St. (b/t 5th & 6th avenues) Hours: Mon-Fri 12-2 (lunch); Mon-Thu, 5:30-10:30p; Fri-Sat 5:30-11p; Sun closed Phone: (212) 333-1220 Cuisine: French www.themodernnyc.com 6 The Palm (NYC West Side) $$$ 250 W. 50th St. (b/t Broadway & 8th Ave.) Hours: Mon-Fri 11:45a-11:30p; Sat 11-12a; Sun 4-10p Phone: (212) 333-7256 Cuisine: Steakhouse www.thepalm.com 7 Redeye Grill $$$ 890 7th Ave. (at 56th Street) Hours: Mon 8a-11p; Tue-Sat 8a-12a; Sun 11a-11p Phone: (212) 541-9000 Cuisine: Seafood www.redeyegrill.com

8 Toloache $$ 251 W. 50th St. (b/t Broadway & 8th Avenue) Hours: Lunch: Mon-Fri: 11:30a-3p Dinner: Sun-Thu 5-11p; Fri-Sat 5-11:30p (bar open to 12:30a) Phone: (212) 581-1818 Cuisine: Mexican www.toloachenyc.com

Bars

9 Connolly’s Pub & Restaurant 43 W 54th St. (b/t 5th & 6th avenues) Hours: Mon-Sat 11a-4a; Sun 12p-4a Phone: (212) 489-0271 www.connollyspubandrestaurant.com

10 Divine Bar 236 W. 54th St. (b/t Broadway & 8th Avenue) Hours: Mon-Fri 4:30p-1:30a; Sat 7p-3a; Sun 6p-1a Phone: (212) 265-WINE divinebar.ypguides.net 11 Heartland Brewery & Restaurant 1285 6th Ave. (at 51st Street) Hours: Mon-Wed 11:30a-10:30p; Thu-Sat 11:30a-11p; Sun 1-8p Phone: (212) 582-8244 www.heartlandbrewery.com 12 Rosie O’Gradys 800 7th Ave. (at 52nd Street) Hours: Open daily 11:30a-12a; bar open until 3a Phone: (212) 582-2975 www.rosieogradys.com

Key R Restaurant pricing 76

$ $$ $$$ $$$$

under $20 $21-30 $31-50 $51+

SES § March March2010 2009{N {N ew ew YY ork ork }}

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

F Hilton New York 1335 Avenue of the Americas (Sixth Avenue), b/t 53rd & 54th streets; (212) 586-7000

¶ Attractions

G Drugstores

17 Statue of Liberty (not on map) Battery Park (take ferry to the statue) Admission: Adults $12; seniors (62+) $10; children (4-12) $5 Hours: Ferries to the island depart from 8:30a-4:30p. Last ferry returns to Battery Park by 6:30p. Phone: (212) 363-3200 www.statueofliberty.org

13 Central Park 59th Street & 5th Avenue (SE corner of the Park) Admission: Free Hours: Open daily, 365 days a year, 24 hours. www.centralpark.com

14 Empire State Building (not on map) 34th Street & 5th Avenue Admission: Express pass $45, audio tour $8; adults (18-61) $20; seniors (62+) & youth (12-17) $18; children (6-11) $14; military in uniform & toddlers (5 or younger) free Hours: Observatory open daily, 365 days a year. 8a-2a daily. Last elevators go up at 1:15a. Phone: (212) 736-3100 www.esbnyc.com

22 Duane Reade 1370 Sixth Avenue (at 56th Street) Directions: 2 blocks north from Hilton Phone: (212) 586-2740 23 Duane Reade 51 W. 51st St. (b/t 6th & 7th avenues) Directions: 2 blocks southwest from Hilton Phone: (212) 582-8525

$ Banks

24 Windsor Pharmacy 1419 Sixth Avenue (at 58th Street) Directions: 4 blocks north from Hilton Phone: (212) 247-1538

18 Bank of America 25 W. 51st St. (b/t 5th & 6th avenues) Directions: 3 blocks southeast from Hilton Phone: (212) 586-0830 19 Citibank 1345 Sixth Avenue #3 (b/t 54th & 55th streets) Directions: 1/2 block north from Hilton Phone: (212) 245-0247

15 The Museum of Modern Art 11 West 53 St. (b/t 5th & 6th avenues) Admission: Adults $20; seniors (65+ with ID) $16; students (full-time with ID) $12; children (16 & under) free Hours: Sat-Mon 10:30a-5:30p; Tues closed; Wed-Thu 10:30a-5:30p; Fri 10:30a-8 p Phone: (212) 708-9400 www.moma.org

Sports & miscellaneous All sporting events below at Madison Square Garden, located at 33rd Street & 7th Avenue (not on map) NBA basketball: New York Knicks Tuesday, March 23 vs. Denver Nuggets (7:30p)

20 TD Bank 1350 Sixth Avenue (b/t 54th & 55th streets) Directions: 1/2 block north from Hilton Phone: (212) 918-4100

16 Rockefeller Center & Tour 30 Rockefeller Plaza Admission: Adults $12; children $10 Hours: Mon-Sat 11a-5p; Sun 11a-4p Phone: (212) 664-7174 www.rockefellercenter.com

NHL hockey: New York Rangers Wednesday, March 24 vs. New York Islanders (7p)

Areas of Interest (last three not on map)

21 Wachovia Bank

Fifth Avenue: www.nyctourist.com/shopping_fifthave.htm Times Square: www.timessquare.com SoHo: www.sohonyc.com Chinatown: www.chinatown-online.com

1345 Sixth Avenue (b/t 54th & 55th streets) Directions: 1/2 block north from Hilton Phone: (212) 424-2400

24 13

22 21 19 20

12 8 3

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SearchEngineStrategies.com SearchEngineStrategies.com § SES

SES ยง March 2010 {New York}

Speaker Bios SearchEngineStrategies.com ยง SES

Benu Aggarwal

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

Sandeep Aggarwal

Senior Research Analyst & Managing Director Collins-Stewart Sandeep heads Internet and software equity research at CollinsStewart. He brings 14 years of global experience in investments, strategy, and business operations, focusing on Internet, software, hardware, and IT services. Previously, Sandeep was a senior research analyst at Oppenheimer & Co., focusing on online advertising. Before that, he worked with Institutional Investors’ ranked equity research team at Citigroup, focusing on the Internet sector. Before transitioning to Wall Street, Sandeep worked at Microsoft in Redmond, Wash., in a strategy planning role for Windows. During his time there, Sandeep worked closely with senior leadership team on many key issues, including Windows Vista and emerging markets. Sandeep regularly appears on CNBC and is quoted by The Wall Street journal, The Financial Times, Forbes, CNN, BusinessWeek, and other media outlets.

Jonathan Allen

Director SearchEngineWatch.com

Speaker Bios

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

Tim Ash

CEO SiteTuners.com Tim Ash is the CEO of SiteTuners.com, a landing page optimization firm that offers conversion consulting, full-service guaranteed-improvement tests, and second-generation software tools to improve conversion rates. Tim has worked with Google, Facebook, American Express, CBS, Sony Music, Universal Studios, Verizon Wireless, Texas Instruments, and Coach. He is a highly-regarded

SES § March 2010 {New York}

presenter at Search Engine Strategies, eMetrics, PPC Summit, Affiliate Summit, PubCon, Affiliate Conference, and LeadsCon. He is the chairperson of ConversionConference.com, the first conference focused on improving online conversions. Tim is a columnist for several publications, including ClickZ. He is the host of the weekly landing page optimization show and podcast on WebmasterRadio.fm. Tim is the author of the bestselling book Landing Page Optimization. @tim_ash

Andy Atkins-Krüger Managing Director Web Certain

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 more than 10 years and is one of a handful of agencies that only deal with international campaigns; the company doesn’t deal in English-only projects. Following Andy’s experience in multicountry PR campaigns, WebCertain centralizes campaigns in many languages and employs a team of native speakers that covers all major European and Scandinavian languages; Hebrew and Arabic for the Middle East; and Japanese, Mandarin, and Korean for the Far East. @andyatkinskruge

Adam Audette President AudetteMedia, Inc.

Adam is a second generation Internet marketer and president of AudetteMedia, a search marketing boutique located in Bend, Ore. Adam is also a lead SEO strategist at Zappos.com, whom he’s worked with since 2001. A veteran of the Internet marketing field since 1996, Adam has worked with many companies, including Charming Shoppes, JELD-WEN, Motosport, Michelin, University of Phoenix, and HSBC. Adam is a frequent speaker at search conferences nationwide. You can read his blog at audettemedia. com/blog. @audette

Daron Babin

CEO Webmaster Radio Babin is known throughout the world as one of the top SEO/SEM experts. He has taught and lectured at conferences and has trained industry-leading organizations around the world since 1997. Babin began his career in television, where he was tenured at NBC. Since entering the Internet marketplace, Babin’s focus has been on creating tools to benefit the community. Currently, he is CEO of NewGen Broadcasting, a next-generation media company delivering interactive, entertaining, and educational programming to vertical B2B marketplaces. NGB also owns and operates webmasterradio.fm (launched October 2004), a 24/7, community-based Internet radio station focused in the SEO/affiliate marketplace. Babin is the president of Absolute Marketing International, a full-service SEO/ SEM and marketing company. In addition to the tailored marketing services AMI offers, Babin and team have also developed several membership sites dedicated to the SEO/SEM marketplaces, including TrafficFreaks.com.

President SiteLogic Marketing

Matt Bailey is the president and founder of SiteLogic, a website marketing consultancy, and has been training businesses about website marketing since 1997. He is in demand worldwide as a speaker for the Search Engine Strategies conferences, the Direct Marketing Association (DMA), and the American Advertising Federation. He speaks at more than 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. This year, Matt was selected as the DMA’s emissary to France because of his expertise in search marketing.

Seth Besmertnik CEO Conductor, Inc.

Seth Besmertnik guides corporate strategy and develops strategic partnerships for Conductor. His vision and thought leadership have established the company as a recognized authority in natural search. Since co-founding the company in 2005, Besmertnik has navigated the company through multiple finance rounds and extraordinary growth. Today the company boasts a customer list of more than 100 Fortune 500 and Internet Retailer 500 companies and hundreds of the world’s most recognized publishers. In addition, Conductor provides natural search solutions for more than half the top search engine marketing and optimization agencies in the United States. Besmertnik frequently speaks at industry events as an expert in search marketing and is a frequent guest lecturer on entrepreneurship at various universities. In 2009, Besmertnik was selected as a finalist for Ernst & Young’s prestigious entrepreneur of the year award. Besmertnik holds B.S. in entrepreneurial management from Baruch College. @besmertnik

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. Voted one of the top 50 Internet people of 2007 by Internet World Business, Thomas founded Refined Labs in early 2007 to develop a next-generation online marketing toolbox with a focus on cross-channel and cross-campaign optimization, as well as leading SEM bid management. The focus is on corporate PPC spenders as well as agencies across Europe.

Henry Blodget

CEO & Editor-In Chief The Business Insider A former top-ranked Wall Street analyst, Henry is the host of Yahoo TechTicker, a Yahoo Finance video show viewed by several million people a month. He is often a guest on Bloomberg, CNN, MSNBC, NPR, and other networks. He has recently contributed to The Atlantic, Slate, Newsweek International, The New York Times,

Fortune, New York, Financial Times, and other publications. He is the author of The Wall Street Self-Defense Manual: A Consumer’s Guide to Investing. From 1994-2001, Henry worked on Wall Street at Prudential Securities, Oppenheimer & Co., and Merrill Lynch. He ran Merrill’s global Internet research practice and was ranked the No. 1 Internet and e-commerce analyst on Wall Street by Institutional Investor and Greenwich Associates. He was later keelhauled by then-Attorney General Eliot Spitzer over conflicts of interest between research and banking and booted out of the industry. Henry went to Yale. He was born and raised in New York. @hblodget

Chris Boggs Director, SEO Rosetta

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

Guillaume Bouchard CEO & Co-founder NVI

Guillaume Bouchard is the co-founder and CEO of NVI, an interactive strategy shop serving the North American market. The company builds viable revenue models for customers by developing and marketing websites based on an innovative online approach to business. Guillaume, a graduate of the prestigious Canadian business and administration school HEC Montreal, applies his nine years of experience as an entrepreneur toward client consulting, strategizing, and blogging. For a number of years, he wrote a column at SEOmoz.org, one of the top search engine optimization blog and resource sites on the web. He is recognized as a leader in his field and is repeatedly invited as a guest speaker to various conferences across North America. Guillaume enjoys leveraging sites, brands, and companies that would have received less exposure had they invested their marketing budgets only in offline strategies. @guillaumeseo

Brian Bowman CMO Reply.com

Brian Bowman is CMO for Reply.com, a leading online marketing platform for locally-targeted advertising. Bowman is the architect of marketing and product strategy and is responsible for all online, performance-based consumer acquisition channels. A skilled general manager, Bowman has held executive positions at Yahoo, Disney, Infospace, and Match.com. Previously, Bowman was VP community for Yahoo.com and led global planning for social applications, he was VP of marketing and product for InfoSpace.com and led local, web, and mobile search, he oversaw Match.com’s product development and was VP/GM for ABC.com. Bowman graduated with a bachelor’s degree in fine art from Purdue University, and sits on the advisory boards for AffinityCircles.com and CircleBuilder. com. @bowmanbrian SearchEngineStrategies.com § SES

Speaker Bios

Matthew Bailey

Jessica Bowman

SEO Strategist & In-House SEO Expert SEMinhouse.com Jessica Bowman delivers insightful, actionable advice in a way that gets people on board, moving forward and improving the bottom line. Identified as one of the industry’s top in-house SEOs, Jessica’s specialty is building an in-house SEO program. After doing just that at Enterprise Rent-A-Car and Business.com, she was hired by Yahoo to build new SEO programs and expand existing ones. Jessica regularly speaks at Search Engine Strategies, Search Marketing Expo, and Webmaster World Pubcon. Jessica writes for Search Engine Land, SearchEngineWatch.com, and Search Engine Journal. She has written a cover story for Search Marketing Standard, and is featured in Jerri Ledford’s SEO Bible. Jessica holds a B.A. in international economics and management from Hiram College, and graduated magna cum laude with a B.S. in information systems management from Washington University.

Jim Boykin

CEO 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. He has grown the company to about 35 employees. We Build Pages helps clients achieve higher traffic via methods such as on-page optimization, link building, content creation, widget services, and Internet marketing consulting. For years Jim blogged about link building, and he’s won several linkbuilding awards, including best link building blog in 2006 and 2007 by Search Engine Journal. Prior to We Build Pages, Jim attended Rider College in New Jersey studying marketing and politics. After college, Jim traveled the U.S., spending several years working in national parks. Jim is a true entrepreneur and leads his company forward by being active in sales, production, and design of all projects.

Scott Brinker President & CTO ion interactive

Scott Brinker is the president and CTO of ion interactive, a leading provider of post-click marketing software and services. Scott leads the company’s product development and technical operations from the firm’s Boston office. He has more than 12 years of experience in developing and marketing successful websites, from startups to Fortune 500 companies. A passionate advocate of post-click marketing, Scott has written articles for Advertising Age, BtoB Marketing, MarketingProfs.com, OMMA, and DM News. He blogs regularly at blog.postclickmarketing.com. Scott has a B.S. in computer science from Columbia University, where he graduated as valedictorian of his class. He also has an MBA from MIT.

Speaker Bios

Erika Brown

EVP Corporate Strategy, Digital Media Practice Frost & Sullivan

Erika is a strategist with the Frost & Sullivan information and communication technology practice and has been with the company for more than 11 years. Erika has secured global Fortune 1000 corporate strategic alliances; initiates, negotiates, and closes corporate barters; secures competitive intelligence and benchmarking campaigns; and focuses on search engine optimization, press releases, social media, website analysis, and monetizing websites. Erika’s specialty is launching, rebranding and repositioning firms

SES § March 2010 {New York}

via search engine positioning. She has more than 13 years’ experience in the industry. Her M.A. in English augments her abilities as a coder and SEO strategist as she writes copy for websites, press releases, and social media. Erika also has deep technical knowledge in building custom websites from scratch — design, copy, site architecture, and SEO coding, including keyword research, keyword selection, link text optimization, submissions to search engines, and usability testing.

Matthew Brown

Director of Search Strategy New York Times Company As director of search strategy for the New York Times Company since 2005, Matthew drives the research and technology side of the search marketing effort for the New York Times, the Boston Globe (Boston.com), and the International Herald Tribune. He is responsible for the architecture and execution of solutions that deliver a more engaged audience to these online properties. In addition to his role at The New York Times, in 2005 Matthew co-founded Define Search Strategies. Define has served as an incubator of ideas on how best to incorporate audience development into the corporate DNA of enterprise-level companies. As search evolves, Define continues to refine its approach to crafting effective solutions. Matthew is currently focused on developing a comprehensive reporting system for large websites that brings focus to SEO performance. @matthewjbrown

Lisa Buyer

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

Mel Carson

adCenter Community Manager, Europe Microsoft adCenter Mel’s role as at Microsoft is to build relationships within the online advertising community by supporting and educating through the Microsoft Advertising blog, evangelising through social media and by speaking about Internet marketing at conferences, trade shows, and other events. Mel began his digital advertising career as an editor at the search engine LookSmart in 2000, spending time at 24/7 Search as a search account director before moving to Microsoft in 2005. He was part of the team that planned and executed the U.K. rollout of Microsoft adCenter in August 2006, and it didn’t take much persuasion for Mel to join Microsoft Advertising’s community team when it became apparent that social media marketing was going to be huge. Mel has spoken about adCenter, search, social media, and digital marketing at conferences and events in the U.K., Las Vegas, New York, Toronto, Reykjavik, Dublin, Barcelona, and Tenerife. @melcarson

Speaker Bios SearchEngineStrategies.com ยง SES

Christine Churchill President KeyRelevance

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

Bruce Clay

President Bruce Clay, Inc. Since 1996, www.bruceclay.com has been one of the leading search engine optimization web destinations. The company specializes in SEO, PPC, analytics, and more. Services include training courses, tool subscriptions, site assessments, consulting services, and fullservice projects. Located internationally with offices in Los Angeles, New York, Australia, Italy, India, and Japan. @bruceclayinc

Shawn Collins Co-Founder Affiliate Summit

Shawn Collins has been an affiliate marketer since 1997 with a number of active affiliate projects, and a decade of affiliate management under his belt. He is a co-founder of Affiliate Summit, the leading global conference and tradeshow for the affiliate marketing industry and co-editor-in-chief of FeedFront Magazine. He authored the book Successful Affiliate Marketing for Merchants, and was an editor and contributor to Internet Marketing from the Real Experts. Also, he publishes the annual “AffStat” affiliate marketing benchmark reports. Shawn blogs daily on affiliate marketing at Affiliate Tip and co-hosts the weekly “Affiliate Thing” podcast on GeekCast.fm. Additionally, Shawn has been quoted in numerous publications, including Entrepreneur Magazine, Internet Retailer, Inc. Magazine, The New York Times, and The Wall Street Journal.

Ray “Catfish” Comstock

Speaker Bios

Director of SEO BusinessOnLine

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

SES § March 2010 {New York}

Dave Cook

Senior Director, Marketing TheFind Dave has been responsible for traffic acquisition at TheFind, a vertical search engine built specifically for shopping, since its public launch in October 2006. Focusing on SEO, SEM, display, and social media, he has helped the site grow to more than 20 million visitors per month. An online marketing veteran, Dave has spent the last 10 years driving traffic and brand awareness for companies like buy.com, tradingmarkets.com, Makita Power Tools, GE Capital Financial, and other consumer-facing websites.

Todd Crawford Co-founder Impact Radius

A recognizable veteran, Todd Crawford brings to Impact Radius a passion for performance advertising and a commitment to growth. Previously, he served as VP of sales and business development for Digital River’s affiliate network, oneNetworkDirect. Todd also contributed to the founding team at Commission Junction in 1998 and led its business and sales development efforts as a VP for more than seven years. In 2007, Todd won the affiliate marketing legend award at the Affiliate Summit Pinnacle Awards in Las Vegas. He holds a bachelor of arts from the University of Minnesota, TwinCities. @toddcrawford

Stoney deGeyter

President Pole Position Marketing Stoney deGeyter is president of Pole Position Marketing, a leading search engine optimization and marketing firm helping businesses grow since 1998. Stoney is a frequent speaker at website marketing conferences and has published hundreds of SEO, SEM and small business articles. He pioneered the concept of destination search engine marketing, the driving philosophy of how Pole Position Marketing helps clients expand their online presence and grow their businesses. Stoney is associate editor at Search Engine Guide and has written several SEO and SEM e-books, including E-Marketing Performance, The Best Damn Web Marketing Checklist, Period!, Keyword Research and Selection, and Destination Search Engine Marketing. @stoneyd

Gini Dietrich

Founder & CEO Arment Dietrich, Inc Gini Dietrich is the founder and CEO of Arment Dietrich, Inc., a digital communication firm. In 2009, Gini successfully changed her firm’s business model to incorporate social media, defined by her philosophy that she won’t recommend strategies to clients until they’ve proven ROI through trial and error at Arment Dietrich. Gini has delivered numerous keynotes, panel discussions, coaching sessions, and workshops on the subject of social and emerging media across North America. She has developed a repeat client list that spans an array of industries, Fortune 100, and Vistage member companies. She’s also taken her company’s existing clients into a new communication forum through social media. One of the top-rated communication professionals on the social networks, Gini was recently named the No. 1 PR person, according to Klout and TechCrunch, and No. 1 on Twitter, according to TweetLevel. @ginidietrich

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Speaker Bios

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Since its introduction in 2002, topseos has been identified as an independent authority on vendors who supply internetยงmarketing products and 85 SearchEngineStrategies.com SES services ranging from the best search engine optimization companies to the best pay per click management tools. For more info: www.topseos.com.

Fionn Downhill CEO & President Elixir Interactive

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

Mark Drummond CEO Wowd, Inc.

Prior to becoming CEO of Wowd, Inc., Mark was executive director at SRI International, where he managed new ventures and licensing. Before that, he was director of mission technology at NASA (JPL & Ames), working on mission technology for Mars surface operations. Mark was also founder and CEO of Enviz, one of the first companies to offer web performance tools that delivered business insight. He was founder and CTO at Timedance and VP of product development at TYECIN Systems. Mark has a bachelor’s in computer science from the University of Calgary, and a Ph.D. in artificial intelligence and computer science from the University of Edinburgh. Mark’s favorite search terms include almost everything in the Wowd hot list, Lake Tahoe, and snow.

Bryan Eisenberg

New York Times bestselling author bryaneisenberg.com Bryan Eisenberg is 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 a 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 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 startups. 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

Jeffrey Eisenberg

Speaker Bios

Managing Partner BryanEisenberg.com

Jeffrey Eisenberg is a recognized authority and pioneer of Internet marketing strategy, improving online conversion rates for sales and lead generation. Jeffrey is fluent in Spanish and has transacted business in 26 countries. He 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? He has written for the popular marketing optimization blog GrokDotCom, eMarketing, Commerce Magazine, and Forbes.com. Jeffrey has been a speaker and delivered the keynote at conferences such as Search Engine Strategies, Shop.org, Direct Marketing Association, MarketingSherpa, ad:tech Miami, and the Canadian Marketing Association. In 1998, he co-founded FutureNow Inc. and served as CEO until

SES § March 2010 {New York}

September 2009. During his tenure at Future Now, he helped businesses generate more engagements, leads, subscriptions, and sales with the framework he co-invented, persuasion architecture.

Mona Elesseily

Director of Marketing Strategy Page Zero Media At Page Zero Media, Mona focuses on paid search strategy and conversion improvement. In her career, she has significantly improved campaign performance for large brands such as Capital One, CareerBuilder.com, and Cathay Pacific, as well as medium to large retailers and high-tech B2B enterprise niches. Mona is considered by many the authority on the Yahoo Search Marketing platform. She completed the world’s only guide to Yahoo Search Marketing (a.k.a. Overture) called “Mastering Panama: A special report on Yahoo’s new search marketing platform” (August 2007). A regular speaker at marketing conferences, She’s a columnist at SearchEngineLand.com and contributes to a variety of other publications on marketing-related issues. Her industry knowledge is regularly sought after by the business community, including Wall Street analysts, and she is frequently quoted in marketing industry publications. Mona earned a B.A. from Simon Fraser University. She’s based in Vancouver, British Columbia, and enjoys West Coast activities such as yoga and hiking. @monaele

Yigal Elnekave

Senior Product Manager, Search Advertising Strategy Microsoft Advertising

Yigal is responsible for creating best practices and strategic plans to generate revenues and increase market share. He owns the search advertising campaigns for AdCenter and Bing, and is an authority on creating and optimizing search advertising campaigns. Beginning in aerospace more than 10 years ago, Yigal spent three years at EL AL, Israel Airlines, where he led strategic capital investment decisions, including the acquisitions of the new Boeing 737 and 777 fleets. He continued to Amazon.com, where owned the U.S. books search algorithm optimization for more than two years. He also managed the overstock and the bargain books stores, leading numerous projects that improved Amazon.com’s contribution margin. He holds a B.S. in industrial engineering from the Tel Aviv University and an MBA from UC Berkeley.

Jared Eng

Editor-In-Chief & Founder JustJared.com Jared Eng is the editor-in-chief of the celebrity entertainment sites JustJared.com and its teen spinoff JustJaredJr.com. Jared’s insatiable appetite for celebrities and pop culture led him to launch the flagship site as a hobby in 2005. The sites have experienced tremendous growth due to Jared’s unique writing voice and friendly tone. Just Jared was recently named to Yahoo’s top 10 Blogs of 2009 and was previously highlighted by Vanity Fair as one of the top blogs on the web. Prior to launching his websites, Jared handled magazine newsstand distribution at Time, Inc. He graduated from Columbia University in 2004 and currently lives in New York City.

Liana Evans

Director of Social Media Serengeti Communications Since 1999, Liana “Li” Evans has been active full-time in the search marketing arena, becoming well-versed in all avenues of social media and search marketing. Li runs the Search Marketing Gurus blog, and is the director of social media for Serengeti

Allison Fabella

SEO & Social Media Manager The Atlanta Journal-Constitution Allison Fabella directs all strategic and tactical SEO and social media initiatives for the southeast’s largest newspaper, The Atlanta Journal-Constitution (plus AccessAtlanta, AJCHomefinder, AJCExchange, and others). She also serves as the AJC’s SEO and social evangelist, holding training courses for the paper’s vital personnel, including editorial, IT, design, and management. Allison began her search career at the search marketing agency Prominent Placement in Atlanta. She then migrated in-house to the publishing company Primedia, where she managed SEO for several well-known sites. Having done search both on the agency side and in-house, Fabella offers a well-rounded search marketing perspective. Allison is a founding member of Atlanta SEMPO and serves as its VP of programming. She has been a speaker at Search Engine Strategies and PubCon.

Sally Falkow President PRESSfeed

Sally Falkow has been creating news coverage for both small and large organizations for over 25 years. She holds an accreditation in public relations from the PR Society of America. Her interest in the shift in media consumption caused by the Internet led to her cuttingedge approach to online media relations. Her understanding of the convergence of PR and search has made her a thought leader in the field of online PR, brand awareness, blogger relations, and news search. Read her blog at http://falkow.blogsite.com. Recently, PR News named Sally PR trainer of the year for 2009. @sallyfalkow

Dana Farbo

President Imano / Acrossair Dana has been an industry leader in the online, mobile, and social marketing space since he launched his first website in 1995. He has gone on to pioneer new ways to reach, engage, and convert audiences into customers. Currently, he is president of Imano Inc., a globally-recognized company in the digital marketing space for online and mobile engagement. Imano’s iPhone application company, Acrossair, is a world leader in the development of applications for the mobile market. Dana’s latest work revolves around social media, community building, and the development of iPhone applications for brands.

Kathleen Fealy

President KF Multimedia & Web, Inc. Kathleen Fealy has developed online marketing strategies for more than six years for clients in the B2C, B2B, and e-commerce sectors, improving their visibility in the organic listings. By focusing on

both her clients’ objectives and their visitors’ needs, Kathleen has worked with many companies to improve their overall web strategy, site visibility, and customer experience. Kathleen is SEMPO’s education committee co-chair and a contributor to SEMPO Institute’s fundamentals of search marketing and advanced search engine optimization courses. She has spoken at various business and industry events, including Search Engine Strategies. Kathleen has been cited in womenentrepreneur.com and is a member of the Usability Professionals’ Association.

Jeff Ferguson

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

Veronica Fielding

CEO Digital Brand Expressions Veronica Fielding is the CEO of Digital Brand Expressions, a nationally-recognized leader in findability marketing solutions (SEO, paid search management, and social media marketing) for middle market and Fortune 500 clients who want to be found on the web faster and be better positioned for engagement than their competitors. The company consistently helps its clients quantifiably and significantly increase sales through brand-aligned and integrated SEO, paid search, and social media marketing programs. @vfielding

Peter Figueredo CEO NETexponent

Having worked in the online marketing arena since 1997, Peter has seen the ups and downs of this industry. He’s currently the CEO of NETexponent, a full-service performance marketing agency that he co-founded in early 2001. Previously, he gained online direct marketing experience from working at interactive agencies such as Mass Transit Interactive, where he was EVP director of performance marketing, and i-traffic, where, as director, he helped to establish and grow their affiliate marketing services division. At a time when affiliate marketing was relatively unknown, Peter was building and managing affiliate programs for leading Fortune 500 companies. He is a graduate of Villanova University and holds a bachelor’s degree in marketing.

Rand Fishkin CEO SEOmoz.org

Rand Fishkin is CEO and co-founder of SEOmoz. Rand has been in the search marketing field since 2002 and has 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 SearchEngineStrategies.com § SES

Speaker Bios

Communications, a Washington, D.C.-based online marketing firm that focuses on building social media strategies for companies and training companies to bring online marketing in-house. Li has led the SEO strategy for an Internet Retailer 500 company, and was the SEO and social media architect for a Fortune 500 multi-million page entertainment website. As a database designer and programmer since 1992, Liana has developed technical expertise in dealing with large-scale retail sites and their dynamic natures. She holds degrees in both public relations and information technology, which lend well to working with client strategies in social media and search marketing. @storyspinner

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

Todd Friesen

VP, Search Position Technologies Todd Friesen is considered by many to be an SEO pioneer. He entered the SEO world in 1998 and has since worked with top-name clients like Sharper Image, Nike, Neiman Marcus, and Accor Hotels North America on natural search optimization. He is an expert in search engine marketing, a former administrator at WebmasterWorld, and a former moderator for Search Engine Watch. He is co-host of the popular “SEO Rockstars” on WebmasterRadio.FM, as well as a regular speaker at Search Engine Strategies, WebmasterWorld Pubcon, SMX, and other conferences. Todd holds a bachelor of commerce degree from the University of Calgary and currently resides in Gig Harbor, Wash.

Bianca Gardner

Digital Media Supervisor Publicis Modem Bianca Gardner is a media supervisor at Publicis Modem in New York, where she manages all elements of the strategic planning, buying, and measurement cycles for the digital media efforts of her clients. Currently, she is supervising the multi-channel branding campaigns across the General Mills/Betty Crocker business, encompassing everything from search to custom branded entertainment solutions. Prior to joining Publicis Modem, Bianca supervised the GlaxoSmithKline media team at Beyond Interaction. Before that, she was at MediaVest World Wide, working on the Coca-Cola and WalMart digital media efforts. Bianca has a bachelor’s degree from Queensland University of Technology, Australia, with exchange program certificates from Kansai Gaidai University, Japan and San Francisco State University.

Brad Geddes Founder bgTheory.com

Brad is the founder of bgTheory.com, a company dedicated to consulting, educating, and training businesses on Internet marketing theory and best practices. Before forming bgTheory, Brad was the director of search for RH Donnelley, a leading publisher of Yellow Pages. He has also provided usability, PPC, and SEO consulting services to a wide range of companies over the years. He’s been involved in online advertising since 1999, and has written extensively on Internet marketing. One of his trademarks has been demystifying many of the more complicated aspects of SEO, PPC, and Internet advertising. Not one to hold secrets, Brad prefers to educate his people on the various aspects of crafting successful marketing campaigns to ensure the success for all parties involved.

Speaker Bios

Ethan Giffin

CEO Groove Commerce Groove Commerce is the brainchild of CEO Ethan Giffin, an industry expert in the dynamic technologies behind e-commerce and e-marketing. Formerly the director of e-commerce at $5 billion Allegis Group, Giffin was the chief architect behind the management, marketing, design, and success of Thingamajob.com, an Internet job portal for some 18,000 continuously updated job openings with a database of more than 5 million members. For over a

SES § March 2010 {New York}

decade, Ethan has lived and breathed e-commerce and web marketing through his career, his personal interests, and now through Groove Commerce. He envisions clients being highly successful in e-commerce without having to become experts on e-commerce technology. Ethan has spoken at many of the industry’s top conferences, including Search Engine Strategies, ad:tech, and Webmaster World’s PubCon. @opie

Jeff Gillis

Product Team Google Analytics Jeff has been with Google for more than five years, working on AdWords operations and then with the analytics team after Google acquired Urchin. He focuses on product marketing for Google Analytics and AdWords conversion tracking, and he’s a regular contributor to the official Google Analytics blog at analytics. blogspot.com.

Maura Ginty

Senior Web Manager, Web Content Team Autodesk, Inc. Maura Ginty joined Autodesk with 12 years of digital wordplay experience, establishing the company’s first centralized SEO program. She created Autodesk’s first series of best practices, led its first cross-functional councils, and established employee trainings for search. She helped update Autodesk standards for paid search, internal search, and social media marketing. Next on the horizon: completing and documenting the company’s first global SEO case study. She went straight from Wellesley College to online media, combining technical and editorial roles at JupiterMedia, Lonely Planet, Symantec, and a small collection of strange nonprofits.

Harry Gold

CEO Overdrive Interactive Harry is the founder and CEO of Overdrive Interactive, an awardwinning search and social media marketing firm in Boston. Overdrive clients include Harley-Davidson, Dow Jones, John Hancock, AAA, Vistaprint, EMC, and Zipcar. His primary mission is to create innovative online marketing programs based on real-world success and to ensure that the marketing and technology best practices that drive those successes are continually incorporated into the methods of the agency. He is also on the forefront of Overdrive’s social media measurement technologies that enable companies to measure actual leads, revenue, and ROI. Harry a frequent lecturer on search engine marketing and social media for The American Marketing Association, Search Engine Strategies, University of Massachusetts, Boston University, and Harvard University. He is also an expert columnist for ClickZ.

Adam Goldberg

Chief Innovation Officer ClearSaleing Adam is a seasoned sales manager. Prior to ClearSaleing, he 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

Speaker Bios SearchEngineStrategies.com ยง SES

Andrew Goodman 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. Goodman 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. He 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, Goodman 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

Eli Goodman

Search Evangelist comScore, Inc Eli leads the business development team for comScore’s search division, where he plays an integral role in driving the development, sales, and marketing of comScore’s search products. He is a 10-year veteran of the technology and market research industry, with experience in marketing research, search, online media, and events. Previously, Eli worked at Hitwise, where he honed his knowledge of the web analytics industry, specifically focusing on search projects related to retail, travel, financial services, and publishing. Eli began his career at Gartner, Inc. as a member of the business development team for the research and consulting division. In this capacity, he worked with technology vendors, using Gartner research for market sizing, product development direction, and public relations. Eli earned a B.A. in organizational and behavior management from Brown University in Providence, R.I. He currently resides in New York City. @losbuenos

Maura Goodwin

Senior Director of Advertiser Development Pepperjam Network Maura Goodwin began her career in the affiliate marketing industry after graduating from the University of Delaware. Maura has extensive experience in the affiliate marketing space and has been an active participant at industry conferences, such as Affiliate Summit, practically since its inception. Starting out as an affiliate manager, Maura is now a senior director. Aside from her knowledge of affiliate marketing, she has a wealth of experience working with hundreds of well-known e-commerce advertisers such as eBay, Calvin Klein, and Fiji Water. Maura earned a B.S. from the University of Delaware in business administration with a concentration in marketing. She is currently pursuing an MBA from the University of Scranton.

Speaker Bios

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

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papers on the subject. He is also chair of the Search Engine Strategies 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 international managing director at Bluestreak, where he oversaw all European operations and was heavily involved in overseeing client campaign strategy. Before Bluestreak, he managed business development and client services for new media agency Pod1. He’s consulted on usability and accessibility projects with HP, and he founded and operated an affiliate marketing company. Hamman has a B.S. from University College London. @daxhamman

Beth Harte

Community Manager MarketingProfs Beth Harte is a marketer, blogger, speaker, adjunct professor, and community manager for MarketingProfs. Beth has more than 14 years of experience in integrated marketing communications, strategic planning, branding, and SEO/SEM, and five years of experience with social media. Beth speaks on a range of marketing, communications, and social media topics, including brand monitoring and management, social media ROI, and public relations 2.0. Beth’s blog, The Harte of Marketing, is featured in AdAge’s “Power 150,” a globally recognized ranking of top media and marketing blogs. Beth also blogs for MarketingProfs Daily Fix. @bethharte

Kristjan Mar Hauksson

Director of Search & Online Communications/ Managing Partner, Nordic eMarketing Kristjan is a founder and director of Nordic eMarketing, which specializes in multilingual online comms, organic search engine optimization, and marketing through several verticals such as tourism, finance, government, and pharmaceuticals. The company helps clients gain international visibility online. Nordic eMarketing also provides technology consultation in web content management systems and analytics solutions. Kristjan is the founder of the Iceland SEO/SEM forum, a contributing editor at MultiLingualSearch.com, and a popular lecturer in his home country of Iceland and abroad. Kristjan studied electrical technology at Reykjavik Technical College in Iceland, has a degree in systems analyzing from the Private School of Computer and Engineering Iceland, and has an Internet marketing degree from University of British Columbia. He has been involved in developing Internet solutions since 1996, and involved in search engine optimization and marketing since 1999.

Simon Heseltine

Senior Marketing Manager AOL, LLC Simon Heseltine is a senior marketing manager at AOL Inc. in northern Virginia, working primarily with their sports and news sites. He has worked both on the in-house and agency sides of the fence, and was a developer in a past life. Simon is a frequent speaker at industry conferences on a variety of online marketing topics, and he holds a master’s in IT from Virginia Tech. @simonheseltine

Speaker Bios SearchEngineStrategies.com ยง SES

Rae Hoffman

CEO Outspoken Media Twelve years ago, Rae started a small website about her son and his medical condition. The site became one of the first international support groups and one of the largest websites on the topic. It earned national media coverage and helped further medical research in the field. Investigating ways to support that site, she found affiliate marketing and became one of the most well-known voices in the affiliate landscape and organic SEO. Today, her current area of research is site auditing and advanced organic link development techniques. Rae is a regular columnist at Search Engine Land and has also spoken at various industry conferences such as Search Engine Strategies, PubCon, and SMX. She is the author of the controversial Sugarrae blog and co-founder of website publisher MFE Interactive and Outspoken Media, an Internet marketing firm. @sugarrae

Eleanor Hong

Coordinating Producer/ Lead Editor, SEO ABCNews.com/ABC News Digital

Eleanor Hong is the lead editor and in-house search engine optimizer at ABCNews.com. She has brought SEO and algorithmic search to the forefront of the newsroom. She shares SEO best practice strategies, keywords, and search analytics with the editorial staff, gaining visibility and ranking for news coverage on top search topics such as the Haiti earthquake, Michael Jackson’s death, and Ted Kennedy’s memorial. She has led efforts to increase the percentage of the story traffic from search and increase page views and referrals from search engines such as Google News and Yahoo News. Previously, she worked at ESPN.com, AOL Health, and Washingtonpost.com.

Bill Hunt

President Back Azimuth Consulting Bill is 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 more than 30 countries. Press, industry analysts, and corporate leaders seek Bill’s advice to effectively leverage enterprise and global search marketing and social media strategy. Bill was previously CEO of two of the largest global search marketing firms, Global Strategies and Outrider, both of which were acquired by WPP. Bill is on the SES advisory board and also writes a popular blog on search and social media marketing at whunt.com as well as a column for Search Engine Watch on international search marketing. @billhunt

Motoko Hunt

Speaker Bios

Founder, Japanese Search Marketing Strategist AJPR LLC Since Motoko established AJPR in 1998, she has been providing the online marketing services targeting Japan and Asia to companies from around the world, helping them enter the Far East market using the Internet. Her search marketing consulting services and her extensive knowledge of the Asian and Japanese markets are highly valued and have made a big impact on many 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.

SES § March 2010 {New York}

She writes about the Japanese online market on her blog and Multilingual-Search.com. She is a frequent speaker at search marketing conferences globally, and gives seminars and trainings about search marketing targeting Japan and Asia. @motokohunt

Patricia Hursh

President SmartSearch Marketing Patricia Hursh, president and founder of Boulder, Colo.-based SmartSearch Marketing, is a pioneer of electronic marketing. She has been using technology to improve marketing and communications for more than a decade. She began working in the search marketing arena in 1997. Patricia writes columns for ClickZ and Search Engine Land and regularly serves as a speaker and subject matter expert at industry events in the U.S. and internationally, such as ad:tech, BMA, Search Engine Strategies, and DMA conferences. She frequently authors search articles and is often interviewed for industry publications. As an educator, Patricia has led numerous seminars and workshops, and she recently authored several courses for SEMPO’s fundamentals of search marketing program.

Mark Jackson

Search Engine Watch Expert President & CEO, VIZION Interactive Mark Jackson joined the interactive marketing fray in early 2000. His journey began with Lycos/Wired Digital, where he managed several integrated marketing programs with a focus in the finance vertical. He then worked with AOL/Time Warner on cross-platform marketing programs. After the bubble burst, Mark established an interactive marketing agency and has since cultivated it into one of the most respected search engine optimization firms in the United States. Mark is a board member of the Dallas/Fort Worth Search Engine Marketing Association (DFWSEM) and a member of the Dallas/Fort Worth Interactive Marketing Association (DFWIMA). He received a B.A. in journalism/advertising from the University of Texas at Arlington in 1993 and spent several years in traditional marketing (radio, television, and print) prior to venturing into all things web. @markjackson

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. Virginia Nussey, an associate writer for Bruce Clay’s SEO Blog, says, “Greg is considered an expert on everything from news search to video search to linkbait and beyond.” Bryan Eisenberg, SES advisory board member, says, “What makes Greg so great at online PR is his captivating storytelling ability.” @gregjarboe

Horst Joepen CEO Searchmetrics

Horst Joepen is responsible for general management and strategy at Searchmetrics. He has a broad background in Internet and

Dixon Jones

Managing Director Receptional LTD Dixon Jones 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 — clearly a dramatic turnaround. Dixon has spoken internationally about the importance of online link development for six years. He’s also a moderator on Webmasterworld, covering the Microsoft and “Tracking & Logging” forums. @receptional

Jeff Jones

Senior Product Manager gShift Labs Jeff Jones is a seasoned, creative, and strategic thinker with a passion for building user-centric, cutting-edge, and standardscompliant websites. He is a search engine optimization and search engine marketing leader with more than 10 years of experience designing, implementing, optimizing, and monetizing websites for organizations ranging from small/medium B2Bs to high-end corporate companies, in sectors such as travel, realty, software, religion, nonprofit, and education. Jeff worked as an independent web site consultant for many years while also working as a designer, implementation specialist, and SEO specialist for Hot Banana Inc. and Lyris Inc. He is a published author, adviser, and speaker on a variety of SEO, web content management, and website optimization topics. He is also an expert in the areas of landing pages, web analytics, and social web optimization.

Kristopher Jones President & CEO Pepperjam

Kristopher Jones is well-known throughout the search-engine and affiliate marketing community as a pioneer and leading voice on trends and strategies for effective online marketing. An accomplished best-selling author, he is president of Pepperjam Network, a next-generation affiliate network recently acquired by GSI Commerce (NASDAQ - GSIC). Under Kristopher’s leadership, Pepperjam, the company he founded in 1999, was a three-time Inc. Magazine fastest growing company. He was recognized in 2005 as an entrepreneur of the year by Bank of America. He previously worked as a senior staff member to Congressman Paul Kanjorski (PA-11) and is a frequent speaker, moderator, and keynote at major conferences around the world. Kristopher received a B.A. from Pennsylvania State University, a master’s of science from Villanova University, and a juris doctorate from Albany Law School. @pepperjamceo

Michael Jones

Chief Administrative Officer Pepperjam Network Michael is a premier expert, speaker, and commentator on building measurable and sustainable online market share via proven affiliate marketing and search engine marketing strategies. He is a co-founder of Pepperjam Network and widely regarded as a leading voice in the affiliate marketing space. Michael is a frequent speaker and lecturer at global conferences, including Affiliate Summit and the RBC Capital Markets Investors Conferences. An avid swimmer, biker, and runner, Michael has completed several triathlons and marathons.

Jeremi Karnell

Co-founder & President One to One Interactive Jeremi co-founded One to One Interactive in 1997. Since then, he has overseen the creation of the firm’s marketing services group and its position as an industry leader in online direct response and brand marketing, focusing on rich media, broadband/iTV, mobile, e-mail, and consumer generated media tactics. As president of One to One Interactive, Jeremi is responsible for building broad-based, highly effective business development, marketing, and public relations functions. He is currently acting as the managing director of OTOinsights, One to One’s research division focused on measuring engagement with digital media using neuro-research methods. @otoinsights

Avinash Kaushik

Author, Blogger, Analytics Evangelist Google Avinash Kaushik is the author of the recently published book Web Analytics: An Hour A Day (www.snipurl.com/wahour). He is also the analytics evangelist for Google and the co-founder of Market Motive Inc. As a thought leader Avinash puts a common sense framework around the often frenetic world of web research and analytics, 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 he’s 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 also a frequent speaker at industry conferences in the U.S. and Europe, such as ad:tech, Monaco Media Forum, iCitizen, and SES, as well as at major universities like Stanford, University of Virginia, and University of Utah. You can find Avinash’s web analytics blog, Occam’s Razor, at www.kaushik. net. @avinashkaushik

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 is 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.

SearchEngineStrategies.com § SES

Speaker Bios

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

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 self-service SEO, in partnership with Mikkel deMib Svendsen, Jamie Low, and Beyond Ink partners Shane Borelli and Gene Ehrbar. Joblr’s mission is to make the same sound principles of search marketing available to a much wider audience of small companies and nonprofits. Currently, Anne represents professional SEO firms on the Search Engine Strategies advisory board, as well as the advisory board for SEM-PDX, a professional search association in Portland, Ore. She also serves on the board of directors of Helium.com, a community of writers providing experience-based knowledge, wisdom, and creativity to publishers and readers. @annekennedy

Christopher Knoch

Director of SEM Consulting Omniture Chris Knoch is Omniture’s principal consultant for acquisition marketing and manager of search consulting, Omniture Business Unit, Adobe Systems Incorporated. In this role, Knoch is responsible for implementing best practices for customers using Omniture SiteCatalyst and Omniture SearchCenter to maximize performance of online marketing efforts. Knoch has more than 10 years of online marketing experience as head of strategic accounts and technology development at both 360i and SearchIgnite. He has also worked on the client side with companies such as Cingular Wireless and EMS Technologies.

Mark Knowles President & CEO Pixelsilk, Inc.

Mark has more than 25 years of experience developing technology business solutions with industry-wide knowledge in business management, sales/marketing, and online marketing. With hundreds of software and web development projects under his belt, for companies such as Jeld-Wen, Intel, adidas golf, and PacifiCorp, Mark has an in-depth understanding of development, web marketing, and search engine optimization best practices. Recently, Mark’s focus is driven by combining CMS web technologies and search engine optimization, which has been the cornerstone for the creation and development of Pixelsilk. In addition to leading the development team of Pixelsilk, Mark is also an advisory board member to SEMpdx and president of Smart Solutions, a partner and service company using the Pixelsilk platform. @markknowles

Speaker Bios

Topher Kohan SEO Manager CNN

Topher Kohan came to CNN.com, a division of Turner broadcasting and a Time Warner company, in early 2008 after two years at the Centers for Disease Control and Prevention. As the in-house SEO coordinator for CNN.com and the rest of Turner’s news properties (including CNN Money, CNN International, and iReport), he has overseen a 17 percent increase in traffic from search year to year and oversaw one of the single largest search traffic days in the site’s history with the 2008 presidential election. He also oversaw all of

SES § March 2010 {New York}

the SEO for the fall re-launch of CNN.com. Topher graduated from the Art Institute of Atlanta with a degree in web development and interactive media design with an emphasis on SEO/SEM. Before working in the SEO world, Topher was a lighting designer/tour manager/production manger for various entertainment companies and touring groups.

Kimberly Krause Berg Owner UsabilityEffect.com

Kimberly Krause Berg is a usability/SEO/IA consultant and the owner of UsabilityEffect.com, Cre8pc.com, and Cre8asiteForums. Kim launched Cre8pc.com in 1996, offering search engine optimization and web design resources gathered and tested while working as webmaster on 13 websites for a technical magazine publishing company. As she moved forward in her career, she freelanced from home in search engine optimization (SEO) and website building under the Cre8pc domain, while employed as a user interface engineer for Verticalnet and Unisys. In 1998 she launched Cre8asiteforums.com. While at Verticalnet, Kim was trained in the quality assurance software testing field and human factors. She developed their methodology and test cases for website usability. Today, she is a speaker, columnist, and consultant devoted to the application and continued development of SEO, usability, and information architecture practices.

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

Joe Laratro

SEO Professor University of San Francisco/ Bisk Joe Laratro, a recognized and leading expert in the search engine marketing industry, recently made South Florida’s Business Journal top 40 under 40 2009 list. His list of accomplishments includes being an active speaker at industry events like Webmaster World, SMX, and local IMAs. He sits on the advisory board and is the lead moderator and speaker liaison for Pubcon. He also developed and taught search marketing training for the DMA, SEOClass, Network Solutions, Pubcon Masters, and the University of San Francisco. Laratro has been quoted in numerous publications, including Internet Retailer, eMarketer, DMNews, eWeek, MediaPost, and Target Marketing. Laratro just completed a new advanced analytics certificate course for the University of San Francisco and will be releasing the SEO Diet: Fit to be Found book in the near future. @jlaratro

Matt Lawson

Director of Marketing Marin Software Matt brings a breadth of online marketing, web analytics, and search experience to Marin Software. Prior to joining Marin, Matt served as Vice-President of Sales and Marketing for Spock

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Speaker Bios

15miles ClearSaleing Inc. Compete Covario iProspect Lyris Marin Software

Networks, a leading people search engine. Matt has also held sales, marketing, and product leadership positions at Coremetrics, one of the early innovators in web analytics and online marketing automation. Matt holds a Computer Science degree from Princeton University, and an M.B.A. from the Wharton School at the University of Pennsylvania.

Jennifer Evans Laycock Social Media Strategist jenniferlaycock.com

Jennifer Evans Laycock works as a small business social media consultant and has made a career out of finding unique and creative ways to connect with consumers without spending a fortune in marketing dollars. Recognized as an industry leader in small business social media strategies, Jennifer is known for using real language and a common sense approach that delivers solid results while still allowing her clients to fully understand and participate in the process. Jennifer has spent six years as editor-in-chief of Search Engine Guide, a popular industry site focused on educating small businesses about the various aspects of online marketing. She is also the social media faculty chair at MarketMotive. Jennifer is a highly requested speaker and trainer and is the author of two books, including the Small Business Guide to Search Engine Marketing. She has two children and spends her free time tempting friends and family from the kitchen. @jenniferlaycock

Bill Leake

President & CEO Apogee Search Bill Leake draws on a deep expertise in both business and marketing to help increase revenues for a wide range of clients. He has been involved in driving provable revenues through Internet marketing techniques since the early 1990s when, as part of the management team at Power Computing, he built the first company to sell $1 million of product over the Internet. As CEO and founder of Apogee Search, he has guided the company from inception to its current position as the largest search engine marketing firm in the Southwest, one of the 20 largest in North America, and one of the fastest growing companies on the Inc. “500” list. Bill also serves as the president of the Austin Interactive Marketing Association, and as the chairman of the Search Engine Marketing Professional Organization (SEMPO) committee. He earned an MBA from the University of Texas at Austin and a B.A. from Yale University. @marketing_bill

Kevin Lee

Speaker Bios

Co-founder & Executive Chairman Didit Kevin Lee has been an acknowledged search engine marketing expert since 1995. He translates his years of SEM expertise into Didit’s proprietary Maestro search campaign technology. Didit’s unparalleled results, custom strategies, and client growth earned Didit recognition in the 2007 Inc. “500” (No. 137), as well as a No. 3 position on Deloitte’s “Fast 50” in the New York region. Kevin’s column for ClickZ, “Paid Search Strategies,” is read by thousands. Industry leadership includes being a founding board member of SEMPO and its first elected chairman, membership on the DMA search engine marketing council, and membership on the the IAB search committee. The Wall Street Journal, Business Week, The New York Times, and other press quote Kevin regularly. He lectures at leading industry conferences, plus NYU, Columbia, Fordham, and Pace universities. Kevin earned his MBA from Yale School of Management in 1992 and lives in Manhattan. @kevin_lee_qed

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Brian Lewis VP Engine Ready

Noted industry author and speaker Brian Lewis has more than 20 years of 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. Previously, 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

Sage Lewis President SageRock.com

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

Rebecca Lieb

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

Heather Lloyd-Martin CEO SuccessWorks

Described as a fast-talking, fiery redhead, Heather Lloyd-Martin is a 20-year marketing veteran and recognized author, and is considered the pioneer of SEO copywriting. A first-generation search marketing expert, her life is split between watching the search engines dance and pinpointing the exact direct response copywriting strategies that make people buy. For more than 10 years, Heather’s firm, SuccessWorks, has been training corporate in-house SEO copywriters and creating revenue-driving website content campaigns. SuccessWorks’ client base includes companies of all sizes, from Fortune 500 retailers, search engines, and publishers to financial services and travel destination sites. Additionally, freelance online writers and small business owners consider her book, Successful Search Engine Copywriting, as their go-to resource for everything SEO copywriting. Heather serves on the board of American Writers and

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Speaker Bios

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Artists, Inc., is an advisory board member of SEMpdx, and serves on the PubCon conference advisory board. @heatherlloyd

Anthony Long Director of SEO AOL, LLC

Anthony manages search engine optimization strategy and implementation for AOL Media websites. Anthony and his team perform rigorous optimization on popular, competitive search terms while alleviating technical and architectural impediments to search engine optimization. He joined AOL from Fortune Interactive, where he was a search marketing specialist responsible for managing search engine optimization campaigns for clients, including Quicken Loans, Smarter.com, Club Furniture, and others in various industries. Anthony graduated from Harvard University with a B.A. in sociology, and he is a recipient of the AOL heroes award for outstanding performance.

Mari Luangrath Owner Foiled Cupcakes

Mari Luangrath is currently growing her third entrepreneurial venture, Foiled Cupcakes, Chicago’s most talked about gourmet cupcake company. Passionate about bringing people together, Mari’s goal is to foster personal relationships while providing the absolute best in personal service, delivery, and quality. Clients include the Adler Planetarium, Bank of America, BP North America, The Chicago Cubs, Chicago Mercantile Exchange, Chicago Tribune, Citigroup, Edelman PR, The Food Channel, NBC, Northwestern University, and the Wrigley Company. Prior to Foiled Cupcakes, Mari ran both a rubber stamping/scrapbooking business and a home staging business, on top of being a full-time mom. In her spare time, Mari enjoys shopping for shoes, training for 5k runs, and eating chocolate.

Craig Macdonald

SVP & CMO Covario Inc.

Craig Macdonald is responsible for the strategic direction, development and marketing of the Covario portfolio of solutions. Prior to Covario, Craig was the director of product management for the service and management group within Hewlett Packard’s OpenView division, where he oversaw service and asset management, configuration management, and discovery applications used by large enterprises worldwide. Previously, Craig held key positions at Peregrine Systems, Inc., Fair Isaac, HNC Software, World Research Advisory, META Group, and Greenwich Associates. Craig is a popular speaker, and has spoken at SMX Local, SES San Jose, and SES Chicago. He earned an MBA from New York University, and a B.S. from the University of Pennsylvania. He also studied at the United States Military Academy at West Point.

Speaker Bios

Melissa Mackey

Search Marketing Manager Fluency Media Melissa Mackey is search marketing manager at Fluency Media, an Ann Arbor, Mich.-based digital agency. A veteran PPC marketer, she helps clients achieve maximum ROI from paid search. Mackey contributes regularly to Search Engine Watch as a PPC expert author, and she moderates the Search Engine Watch forums. She also hosts a blog, www.beyondthepaid.com, where she writes on the topics of pay-per-click and search marketing. A marketing professional since 1988, Mackey previously served as director of

SES § March 2010 {New York}

search marketing for MagazineLine. Mackey has also held advertising executive positions at the Lansing State Journal and radio stations WMMQ-FM and WJIM-AM/FM. Throughout her career, her achievements include the evaluation and implementation of numerous banner advertising and shopping search campaigns, as well as execution and analysis of ad copy and landing page strategy. Mackey holds a dual B.A. from Michigan State University, and a master’s of management from Aquinas College. @mel66

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, was the 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.

Michael Martin SEO Director Resource Nation

Michael graduated from UMass Dartmouth with a computer engineering degree and a minor in German before quickly entering the IT project management field in Cambridge, Mass. In his 10-plus years of Internet marketing experience, he has project managed and overseen the online marketing improvements to such sites for SC Johnson, IGN, Road Runner Sports, Deepak Chopra, Trump Properties, The Active Network, and his own Google Android mobile platform site, GoogleAndBlog.com. Michael is also on the SEMPO education committee and has previously spoken at SES Chicago, SMX, WordCamp LA, Affiliate Summit West, The San Diego Google Technology User Group (GTUG), and several PubCons. @googleandblog

Debra Mastaler President Alliance-Link

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

Erik Matlick CEO Madison Logic

Matlick oversees all of Madison Logic’s business operations. He has more than 15 years of strategic leadership and management experience in media and e-businesses. Prior to founding Madison

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

Mark McMaster

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

Yusuf Mehdi

SVP of Online Audience Business Bing As SVP of the online audience business, Yusuf Mehdi has revenue and market share responsibility for the Bing and MSN businesses at Microsoft. His team leads global product management, strategic partnerships, business development, and U.S. marketing execution. Before his current role, Mehdi served as Microsoft’s chief advertising strategist and SVP of strategic partnerships. He negotiated a number of strategic agreements, including the $6 billion purchase of aQuantive, Inc. Previously, Mehdi led research and development for the information services division, during which time he led an 1,800-person engineering team to develop and launch Microsoft’s initial web search platform and next-generation advertising platform in Microsoft adCenter. Earlier, Mehdi was responsible for the marketing of Microsoft Internet Explorer versions 1.0 through 5.0, and under his direction, IE became the world’s most popular software for browsing the Web. Mehdi began his career at

Microsoft in 1992, playing key roles in the launch and marketing of Microsoft Windows, including the notable releases of Windows 3.1 and Windows 95. Previously, Mehdi was a product manager at Reuters Group PLC, where he helped roll out the first PC-based Reuters Terminal, which became the standard computing platform for the company. A native of Washington, Mehdi earned a bachelor’s degree in economics from Princeton University and an MBA from the University of Washington. He, his wife, and three children live in Washington.

Jonathan Mendez Founder & CEO RAMP Digital

Jonathan is regarded as an expert on landing page optimization, multivariate testing, and onsite content targeting. He founded RAMP Digital to work with clients in creating marketing solutions fueled by APIs, semantics, intelligent web, and emerging marketing technology. Earlier, he was the founder and chief strategy officer of OTTO Digital, the services division of the market-leading optimization technology Offermatica (purchased by Omniture). He 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

Justin Merickel

VP, Marketing & New Product Development Efficient Frontier Justin is responsible for corporate marketing and the company’s expansion into new business areas. He joins the company after almost five years at Yahoo, where he served as managing director of category development, focused on building revenue from performance marketers across both search and display advertising. Justin began his career at Yahoo in the search marketing division, leading sales and marketing efforts in the financial services category. Earlier, Justin launched and led the financial services practice for Compete Inc., a web analytics and competitive intelligence company now part of TNS Media. Before Compete, Justin spent seven years in interactive marketing and analytics consulting, which included founding an interactive marketing agency that was purchased by Arnold Communications in 1999. He began his career in advertising with McCann Erickson. Justin earned a B.A. in mathematics from Hamilton College.

David Miller

Director Product Management Yahoo! As a director in Yahoo’s sponsored search product management team, David is responsible for Yahoo Search Marketing’s ad ranking, ad quality, and search monetization products. David contributed to the development and launch in early 2007 of Yahoo’s new ad ranking model and new platform, “Panama.” Prior to Yahoo, he was the product manager for NetZero’s consumer VoIP products. David’s involvement in the tech industry also includes Avaya, Merado Software (co-founder), 1stUp.com, and Hewlett-Packard. He has a bachelor’s degree from the University of Michigan and master’s degrees from Stanford University and The Wharton School.

SearchEngineStrategies.com § SES

Speaker Bios

Logic, he founded IndustryBrains, which was acquired by Marchex, Inc. Before that, Matlick was president and founder of MediaBrains, where he was responsible for the vision, leadership, growth, and fundraising. He created more than 100 partnerships with media companies, including McGraw-Hill, Time Inc., Ziff-Davis Media, and American Express. Earlier, he served as an ad sales manager for Ziff-Davis Publishing. Matlick is on the board of advisors for Fetchback, a behavioral targeting technology company. He holds a B.S. in marketing from the Syracuse University. He has presented at many industry conferences and is frequently quoted in major media publications, including Newsweek, Cnet and MediaPost.

Dennis Mortensen

Director of Data Insights Yahoo! Dennis Mortensen is a pioneer and expert in the analytics industry. He is an accredited associate web analytics instructor at the University of British Columbia, the author of data-driven insights with Yahoo web analytics, and a frequent speaker on the subject of analytics and online marketing. Mortensen is an entrepreneur and was the COO of IndexTools until it was acquired by Yahoo in May 2008. Today he is the director of data insights at Yahoo, and he sits on the board of directors at the Web Analytics Association. He maintains the popular analytics blog, VisualRevenue.com/blog. @dennismortensen

Michael Mothner Founder & CEO WPromote

Michael founded Wpromote out of his dorm when he was an economics and computer science major at Dartmouth College in 2001. Wpromote has grown to become the No. 1-ranked Integrated marketing firm worldwide (TopSEOs.com) and a three-time Inc. “500” list member. Michael is a respected member of the online marketing community; he is one of four annual invitees to the Google Client Forum, is a Yahoo ambassador, a member of ThinkLA, a regular speaker at industry events, and a regularly quoted source in the search engine marketing industry. Michael was featured as “30 CEOs under 30 To Watch” in 2007 by Inc. Magazine, and in 2008 he was recipient of the PriceWaterhouseCoopers Entretech award for entrepreneurial spirit. @mothner

Graham Mudd

VP, Search & Media comScore, Inc. Graham manages and develops client relationships with prominent Internet companies in the search and media sectors, including Google, Fox Interactive Media, Hulu, Disney, and Glam Media. He joined comScore in 2002 to lead the company’s marketing communications function. In 2004, Graham began managing client relationships with blue-chip online retailers, including Gap, Best Buy, HP, and Wine.com. He later joined the product marketing organization at Yahoo, where he led launch marketing and product strategy efforts for a number of successful products and features, including Yahoo Search’s open initiatives (SearchMonkey & BOSS) as well as SearchScan. In 2009, Graham left Yahoo to rejoin comScore as VP of search and media.

Robert Murray

Speaker Bios

CEO iProspect

Murray is responsible for formulating the firm’s corporate strategy as well as managing the company’s operations. Murray, who has more than 18 years of strategic consulting and financial analysis expertise, also is in charge of developing and negotiating strategic alliances, identifying acquisition opportunities, and evaluating the company’s capital structure. An iProspect veteran of 11 years, Murray led the company through its acquisition by Aegis PLC, as well as its recent acquirement of Range Online Media in September 2008. Over the past two years, iProspect has opened offices in Chicago, Belgium, Germany, Japan, Finland, Spain, Norway, Denmark, Hungary, Hong Kong, Malaysia, Singapore, and Australia. Prior to joining iProspect, Murray was a marketing and manufacturing strategy consultant for Bain & Company, Inc. of Boston.

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Jon Myers

Head of Search/Associate Director MediaVest Jon has worked in search marketing for 11 years. Involved in SEO for years and paid search (PPC) since its inception in the U.K. and Europe, he is recognized for his unparalleled experience and knowledge within search engine marketing. 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 as a search task force committee member. He’s been a regular presenter at industry search events for six years now. @jondmyers

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 is no point 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 optimization techniques and the ability to see algorithmic changes before most other SEOs. David has the reputation of being one of the best SEOs in the world, and he has a proven track record of success in the most competitive markets. David’s blog attracts a worldwide audience and is well-known for its downto-earth, yet informative approach on all SEO issues. Always at the forefront of the latest search engine topics, David is an established authority within the SEO community. He owns Bronco Internet, a talented and successful web development and SEO agency.

Lee Odden

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

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.

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Speaker Bios

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Joshua Palau VP, Search Razorfish

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

Jeremy Palmer CEO Quit Your Day Job

Jeremy Palmer runs QuitYourDayJob.com, an affiliate education website. He initially worked part-time in the field of affiliate marketing in 2003. After six months, he quit his day job to become a full-time affiliate. Today, he actively runs more than 100 affiliate sites across dozens of different industries. In 2005, Jeremy received the Commission Junction horizon award for innovation, and he is also recognized as a CJ Performer, Yahoo Search Marketing ambassador, and Google AdWords professional. Jeremy is a frequently featured speaker and panelist at affiliate conferences and is a regular contributor to high-profile Internet marketing websites.

Rachel Pasqua

Director of Mobile Marketing iCrossing Over the past two years, Pasqua has become one of the most sought-after speakers on the synergies between search and mobile. As director of mobile marketing, Pasqua cultivates emerging technologies for iCrossing, an agency breaking new ground in the areas where search and digital media intersect. A mobile industry veteran, she has worked in interactive since 1998 as a writer, producer, and strategist. She advises iCrossing clients on successfully extending their online brand to the wireless web. An active member of the NYC chapter of Mobile Monday and special interest groups within SEMPO, the IAB and the MMA, she is a keen observer of innovations in mobile technology and their effect on traditional media. She speaks at numerous industry events, including Search Engine Strategies, SMX Local and Mobile, and MMA Forum NYC.

Brent Payne

Speaker Bios

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

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Paul Pellman

CEO Click Forensics, Inc.

Paul Pellman is an expert in online audience verification for the search and display advertising industries. He has spoken on the topic at top events, including ad:tech Chicago and Pubcon. As the CEO of Click Forensics, he oversees the development and delivery of the company’s ad verification offerings, which are used by leading brands such as eBay, Progressive Insurance, and Yahoo. Before joining Click Forensics, he served as EVP of marketing and interim president for Hoover’s, and VP of consumer direct for Terra Lycos. Paul holds a B.S. in accounting and finance from the University of Arizona and an MBA from Harvard University. @ppellman

Steve Poland

CEO Vested Ventures, Inc. Steve is a serial entrepreneur, who, in a past life, toured with Earth, Wind & Fire and blogged for TechCrunch. He saw Twitter user names as the ’95 domain rush and registered more than 1,000 of them in March 2007. Steve was the first person to build a Twitter bot and subsequently the first to spam Twitter. He has a passion for web startups, viral marketing, and monetization.

Prashant Puri

Head of Global SEO Shopping.com Prashant Puri is the head of global SEO for Shopping.com (an eBay Inc company), a leading comparison shopping website that includes a network of highly acclaimed sites, including Epinions and Dealtime. He is currently responsible for SEO for these sites that run across five countries. He previously served at Yahoo, where he increased monetization of display advertising inventory for Fortune 500 companies. Prior to Yahoo, Prashant led the AT&T Interactive search marketing team, where he successfully leveraged niche search engine optimization and marketing techniques to measurably increase traffic, drive revenue, and elevate AT&T Interactive to become the second largest local search player in the U.S. (comScore U.S. unique, September 2007). Earlier, he built the first InterActiveCorp (IAC) search analytics tool — currently an IAC flagship product. Prashant has more than eight years of online marketing experience and has successfully built numerous multi-million unique visitor sites through a combination of SEO and SEM.

Stewart Quealy

Co-Chair, SES Advisory Board VP, Content Development, Incisive Media Stewart has been part of the Search Engine Strategies (SES) content team since 2001 and plays a key role in programming Incisive Media’s interactive marketing events. In addition to SES, Stewart was part of the original Jupitermedia team responsible for launching emerging technology events such as Jupiter Advertising Forum, Plug.IN, Game Market Watch, Weblog Business Strategies, Grid Computing Planet, and ClickZ Online Video Advertising. Prior to that, Stewart worked closely with the open-source Apache Software Foundation (ASF) to launch their first ApacheCon trade shows in both the U.S. and Europe. Stewart also worked closely with the Object Management Group (OMG), an international nonprofit computer industry consortium, to conceive their inaugural Integrate conference. Earlier in the dot-com bubble, Stewart worked with 101 Communications and SIGS Publications, running their objectoriented programming portfolio of events, including Java DevCon, XML ONE, C++ World, and Smalltalk Solutions. @stewq

Founder & CEO Search Engine People Jeff Quipp is the founder and CEO of Search Engine People Inc (SEP), one of Canada’s largest search marketing firms and one of the 100 fastest growing companies in Canada in 2008. Jeff is an online marketing strategist with more than eight years of search engine marketing experience, starting with Sympatico-Lycos. Jeff is a frequent speaker at Internet marketing panels and conferences worldwide and is widely recognized as one of the preeminent authorities on search and social media marketing. He has an MBA and an undergraduate degree in economics.

Robyn Raybould

Group Manager, Premium Account Service Group Microsoft Advertising

As manager of the premium account services Group, Robyn leads a team of senior account managers who provide support and strategy to top-tier Bing search clients. She joined Microsoft’s New York offices in 2005 to contribute to the launch of adCenter to the U.S. market. Before joining Microsoft, Robyn was the manager of marketing and lead generation for YellowBrix, a web content aggregator in Washington, D.C., where she managed all aspects of marketing, including paid search. Originally from northern Virginia, Robyn holds a B.S. in marketing from New York University.

Wil Reynolds Founder & CEO SEER Interactive

Over the past 10 years, Wil Reynolds has dedicated himself to doing two things well: driving traffic to sites from search engines and analyzing the impact that traffic has on the bottom line of companies. Wil’s career began at a web marketing agency in 1999, where he spearheaded the SEO strategies for companies like Barnes & Noble, Disney, Debeers, Doubleclick, Hotjobs, and Mercedes Benz USA. For the last six years, Wil and the team of search professionals at SEER Interactive have been assisting clients in maximizing their visibility and sales, using search engines in both SEO and SEM. Wil’s goal at every speaking engagement is simple: Make sure everyone walks out with at least one new piece of information or perspective on an SEO topic.

Sarah Ivey Rock

Search Marketing Manager AOL Living Sarah Rock is a senior marketing manager at AOL Inc in northern Virginia, working on AOL Living sites such as www.stylelist.com, www.thatsfit.com and www.slashfood.com . Sarah has worked in the search industry for 10 years. She loves keyword research and was a librarian in a former life.

Caroline Rodehau

Publisher New York Girl Style LLC Based in New York City, Caroline is publisher and editor-in-chief of New York Girl Style and New York Girl Talk. She regularly provides her global audience with cutting-edge content related to the must-have items for the season, along with runway tips and couture commentary for female consumers. She has created programs that have received national attention with media sponsors VH1 and global leader Fashion TV. The “Made in New York” program was created to support fashion and retail and launched at

New York Fashion Week September 2009. The program reaches its audience through social media and Twitter. Caroline’s latest promotional endeavor integrates fashion and social media with campaigns, such as the Swatch U.S. contest, which is providing a lucky winner with a Swatch Watch each month in 2010. @NYGirlStyle

Zach Rodgers Managing Editor ClickZ

Zach Rodgers is managing editor of ClickZ, the world’s foremost publication covering digital marketing and media. Since his promotion to that role in 2007, Zach has driven ClickZ’s reporting on news and trends in digital media and marketing for an audience exceeding 200,000 unique visitors per month. He has written extensively about social media, search marketing, video advertising, and Internet policy, and is a frequent moderator at industry events. His articles have been syndicated to Kauffman Foundation publications, and cited by major trade and consumer associations such as the U.S. Federation of Public Interest Research Groups and the Center for Digital Democracy. He previously held editorial and reporting positions at ChannelSeven.com, TurboAds.com, and Datamation, an enterprise technology publication.

Oliver Roup Founder & CEO VigLink

Oliver Roup is the co-founder and CEO of VigLink and brings more than 15 years of software experience to the company. Prior to VigLink, he was a director at Microsoft in charge of product for various media properties, including XBOX Live video marketplace, Zune Marketplace, and MSN Entertainment. Oliver was also an early employee at Internet Radio pioneer Echo Networks and has worked for Paul Allen at Vulcan, for iPlayer at the BBC, and for the Founders Fund. Oliver has issued and pending patents covering micro-transactions, media and metadata. He received his bachelor’s and master’s in computer science from MIT, and his MBA from Harvard Business School.

Rhian Ryan

Senior Online Marketing Analyst Earthbound Media Group Ryan is responsible for developing strategy and executing tactical initiatives surrounding paid search and interactive marketing campaigns for Earthbound Media’s client base. From campaign inception to optimization to expansion, Ryan applies end-to-end paid search management skills that support clients’ online performance goals. Prior to joining Earthbound Media, Ryan served as paid search strategist at Acronym Media, where she managed large-scale, multi-national paid search accounts for clients around the world. Ryan got her start in the online arena after developing the first interactive marketing strategy for bestselling author Sergio Esposito’s renowned wine retailer, Italian Wine Merchants. Ryan created online marketing initiatives that included search marketing, online advertising, and interactive customer retention systems. Ryan’s experience bridges the gap between paid search strategy and execution. @uber_rhian

Ingrid Sanders VP Targus

Ingrid leads business development for AdAdvisor, a verified audience targeting solution by TARGUSinfo. Working closely with leaders throughout the digital ecosystem, she provides strategic SearchEngineStrategies.com § SES

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Speaker Bios

Jeff Quipp

support to agencies, demand-side platforms, ad networks, ad exchanges, publisher optimizers, website analytics, and site optimization platforms seeking to effectively leverage third-party data. Ingrid joined TARGUSinfo from Active Network, where, as general manager online advertising, she was responsible for the profitability of www.active.com media properties. Previously she worked with search marketing firm Acronym Media to launch new practice areas in online advertising, affiliate marketing, and website analytics. Ingrid also held the position of director, strategy and research, for www.IridiumGroup.com and spent four years working in Milan, Italy, where she led multi-national digital marketing programs for Think S.p.A. Ingrid holds a bachelor’s of journalism and a B.A. from the University of Missouri-Columbia, and an MBA from SDA Bocconi University in Italy.

David Meerman Scott Author World Wide Rave

David Meerman Scott is a marketing strategist, keynote speaker, and the author of the award-winning BusinessWeek bestselling book, The New Rules of Marketing and PR: How to use news releases, blogs, viral marketing and online media to reach buyers directly. The book has been published in 24 languages. Scott’s newest hit book is World Wide Rave: Creating Triggers that Get Millions of People to Spread Your Ideas and Share Your Stories. He is a recovering VP of marketing for two publicly-traded technology companies and was the Asia marketing director for Knight-Ridder, at the time one of the world’s largest newspaper and electronic information companies. David has lived and worked in New York, Tokyo, Boston, and Hong Kong, and has presented at industry conferences and events in more than 40 countries. @dmscott

Ian Schafer CEO Deep Focus

Ian Schafer, CEO of Deep Focus, consistently redefines the way entertainment properties are marketed online. He founded Deep Focus in 2002 to bring a holistic suite of interactive marketing and promotional solutions to the entertainment industry. Clients include America Online, Dimension Films, HBO, MGM, Nickelodeon, Sony/BMG Music, 20th Century Fox, Universal Music Group, and many others. As former VP of new media at Miramax and Dimension Films, Ian was responsible for their most popular online campaigns. He’s been featured as an expert in online entertainment marketing and advertising in numerous media outlets, including Variety, The Hollywood Reporter, Advertising Age, and CNN.

Erica Schmidt

Speaker Bios

Global Search Director iProspect Erica Schmidt is responsible for helping iProspect search engine marketing firms across 28 markets in 22 countries increase their revenues from search engine marketing, and she assists Aegis Media (parent company of iProspect) in launching iProspectbranded SEM practices either through organic growth or acquisitions. Schmidt is also the dean of iProspect University, a training program for SEO, paid search, and operational best practices; she has trained nearly 400 staff. An iProspect veteran of nine years, she was client services director at iProspect in Boston, overseeing a number of client-facing search teams. 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 Search Cowboys, Pharmaceutical Executive Magazine and Direct Magazine.

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William Scully

Chairperson, SEMPO & Director E-Marketing, Siemens Water Technologies Corp. As director of e-marketing for Siemens Water Technologies, William is responsible for the company’s search marketing, web strategy, and electronic customer relationship programs. He also serves as the Siemens North American SEO and PPC expert, providing training and best practice examples to the other interactive marketing managers. William has been involved in marketing and SEO for more than 10 years. He has spoken at Search Engine Strategies, DMA B2B, DMA B2B Interactive, and Search Marketing Expo Conferences. @waterguy

John Shehata

Director of SEO & Social Media Advance Internet, Inc. John Shehata manages SEO for 12 local news websites that are affiliated with more than 25 daily newspapers. In addition to managing the day-to-day operations of his SEO team, he is also responsible for developing and implementing high-level strategies for optimizing online classified content for Advance Internet’s 12 local news sites. John has trained many of Advance Publications’ newspapers, writers, journalists, and editors on SEO and how to write news stories while keeping SEO top of mind. Prior to working at Advance Internet Inc., John worked with many Fortune 500 companies to develop successful SEO marketing strategies. He has also worked as Java developer and built applications for SEO. He has written several articles on SEM and speaks regularly at conferences around the country.

Crispin Sheridan

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

Adam Sherk

Search & PR Strategist Define Search Strategies / New York Times Co. Adam works as an embedded strategist and trainer, helping news and content sites develop and implement effective SEO and audience development strategies. His enterprise-level SEO experience is complemented by expertise in social media marketing and other forms of online outreach. Prior to joining Define, Adam worked for enterprise search marketing firm Global Strategies, now part of Neo@Ogilvy. Adam previously served as a VP at Atomic Public Relations, where he launched a regional office for the firm. Earlier in his career, Adam was VP of Internet public relations at Multimedia Marketing Group, one of the first interactive marketing firms, now part of WPP. Adam blogs about the news media, enterprise SEO, and social media marketing at AdamSherk.com. @adamsherk

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Lauren Sherman Editor Fashionista

Lauren Sherman is editor of Fashionista.com, where she writes fashion industry news, gossip, and analysis. Prior to Fashionista, she was a reporter at Forbes, where she covered luxury goods, fashion, and consumerism. Before Forbes, Sherman was was the online editor at Quintessentially in London. She has also contributed to BusinessWeek.com, eBay’s The Inside Source, Esquire.com, Stylelist.com and many others. Sherman holds a bachelor of fine arts in writing, literature, and publishing from Emerson College.

Baljeet Singh

Senior Product Manager YouTube & Google Content Network Baljeet Singh is responsible for enabling advertisers to buy video content on YouTube and third-party video publishers. Baljeet has worked on other video products at Google, including DoubleClick In-Stream, AdSense for Video, and AdSense for Games. Prior to this role, he was a product manager on the DoubleClick publisher products, including DART sales manager and DART for publishers. He has an MBA from New York University. Prior to business school, Baljeet sourced and evaluated new investment opportunities for Updata Partners, and worked for Alventive, an enterprise software startup.

Tom Sipple

VP Dictionary.com/Ask.com

Tom Sipple leads the direct sales, ad operations, remnant and mobile monetization efforts for Dictionary.com, a top 25 website where 35 million people go monthly to get a little smarter. Tom joined Dictionary.com from Yahoo, where he spent nine years in various roles, but most recently as managing director of Yahoo, Southeast Asia. Earlier, Tom worked at USA Today Newspaper, leading circulation/advertising for the travel category. He has a B.A. from Lynchburg College and an MBA from George Mason University.

Rob Snell

Partner Snell Brothers Rob Snell is managing partner of Snell Brothers, a consulting firm specializing in search marketing for Yahoo stores. Rob has extensive Yahoo store experience with both family-owned stores and consulting clients. The Snell Brothers have designed, developed, marketed and/or maintained hundreds of Yahoo stores that have generated millions of dollars in online sales. Rob has a B.A. in graphic design from Mississippi State University.

Dave Snyder

Speaker Bios

Co-Founder Search & Social

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

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David Sprinkle

Director of Paid Search Acronym Media David Sprinkle is director of paid search at Acronym Media, a top 10 search and keyword-driven marketing agency located in the Empire State Building in New York City. With five years of PPC expertise, David specializes in improving relevance for customers from search engine results pages (SERPs) through conversion and beyond. Prior to entering the SEM world, he worked for three years in television advertising services at Video Monitoring Services. He attended Columbia University and New School University.

Michael Stebbins CEO & Founder Market Motive

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

Michael Stone

VP, Sales & Strategy WPromote As one of the original members of Wpromote, Michael heads up the sales team, manages the company’s strategic partnerships, and deals with all things search. His vast experience in search engine marketing is eclipsed only by his gift of the gab. Michael has been a featured speaker at many events relating to SEM, and audiences are always receptive to his personality and charm. His workplace antics are infamous around the office, but the processes that have been developed and implemented by Michael have been invaluable to the company’s growth and success. With a B.A. in communication from the University of Colorado, Michael also serves on the board of directors of ThinkLA’s AdZoo, an organization of Los Angeles advertising executives 32 and under. @mikeystone

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. 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. @szetela

Brett Tabke

CEO WebmasterWorld.com Brett Tabke has worked in the computer industry for almost three decades. Tabke is currently the CEO and founder of WebmasterWorld Inc. He was also the founder of PHD Software Systems, a

Marcus Tandler CEO Creativity in Action

Marcus Tandler is the CEO of German-based online marketing company Creativity in Action, which has a strong focus on SEO services for large companies and websites looking to improve their rankings within the Google guidelines. He started working in the SEO industry more than 10 years ago, and he is co-host of the popular “Webmasters on the Roof” show on Webmasterradio.FM, as well as a regular speaker at various conferences around the world, such as Search Engine Strategies and O’Reilly’s web2.0expo. Marcus was the first German to ever win the award for outstanding personal contribution to affiliate marketing at CJU Europe 2007.

Hollis Thomases Founder WebAdvantage.net

Hollis Thomases, a Cornell University graduate, founded WebAdvantage.net, a boutique agency providing strategic online marketing and advertising solutions, in 1998, when most businesses were primarily focused on building websites. Thomases advocates tactics that generate qualified website traffic and measures that convert those leads into sales. Clients include Nokia USA, Johns Hopkins University, and Endo Pharmaceuticals. Thomases writes a biweekly column, “Planning the Buy,” for ClickZ. She has appeared on television and on TechTV’s “Working the Web” and in such print publications as Advertising Age and The Examiner. She frequently speaks at industry events and trade conferences and has participated in several advisory boards. WebAdvantage.net was named a top 50 women-owned business in 2008 by the Baltimore Business Journal and a “smart giant” by the Greater Baltimore Technology Council in 2007.

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, website 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

Bob Tripathi

Customer Marketing Manager Sears Holdings Bob Tripathi is responsible for all digital marketing initiatives, including SEO, paid search, social media, and other digital channels at Sears. Previously, Bob spent number of years with Discover Financial Services as in-house search marketing strategist, managing enterprise-wide organic search and paid campaign strategy. He specializes in setting online search marketing strategies and building SEO best practices into the workflow of large organizations. Bob has more than seven years of hands-on experience in SEO and managing PPC campaigns in both B2B and B2C industries. He has worked with businesses of all sizes, helping them to achieve positive ROI with search engine marketing. Bob has a B.A. in international business and marketing from Eckerd College in Florida. Bob is co-founder of SEMPO Chicago Working Group and also serves in the in-house search committee at SEMPO. @bob_tripathi

Dana Todd CMO Newsforce

Dana Todd, CMO of Newsforce, is more than just a pretty hair color. Personal brand aside, she has driven value for hundreds of companies since 1996, helping them find wisdom and success in interactive marketing. Dana has had an illustrious career in online marketing and search marketing, first leading San Diego interactive agencies Bien Logic and SiteLab; then founding SEMPO and its training arm SEMPO Institute; and most recently launching a startup called Newsforce that redefines how companies think of advertorial and sponsored content. Dana is a favorite speaker at Search Engine Strategies, ad:tech, OMS, SMX, OMMA and other industry conferences, and is frequently sought by the financial press (The Wall Street Journal, Newsday, CNET, CNNMoney) and analysts for trend insights about search marketing and Internet advertising. @danatodd

Brian Ussery

Director of SEO Search Discovery Brian Ussery is one of the world’s foremost authorities on SEO, especially issues related to SEO for Flash. He is a top contributor and on Google Webmaster Central, moderator for Google issues on SearchEngineWatch.com, and SES groups administrator on Facebook, Linkedin, and Twitter. In addition to his own topranked “beu blog” and the SearchEngineWatch.com blog, Brian is a frequent contributor on Blogoscoped.com, the “editorial board and echo chamber for all things Google,” according to The Google Story. Away from SEO, Brian is an official artist for the University of Georgia, authorized by Nike and the Collegiate Licensing Company, a consortium which consists of more than 200 colleges and universities, bowl games, conferences, The NCAA, Final Four, College World Series, and Heisman Trophy Award. @beussery

Peter van der Graaf

Advanced Search Specialist Search Specialist Peter van der Graaf has been active in search engine marketing for 10 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 SearchEngineStrategies.com § SES

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Speaker Bios

specialty software manufacture that produced a line of software for Commodore computers in the ’80s and ’90s. Tabke has run community networking sites continuously since 1984. The evolution from standalone BBS’s to forums on the web and his commitment to community building is a logical extension for Brett. His fascination with the web spurred him to start building websites and learning as much as possible about online traffic. He quickly became an expert on the subject of Internet traffic, and was a source of information for many of his business contacts and associates who were looking to get better traffic from the search engines. Tabke is the PubCon chairman and CEO Of WebmasterWorld Inc.

viral link-building, which he believes is the most effective way to increase organic ranking.

Matt Van Wagner President Find Me Faster

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

Tim Waddell

Director of Product Marketing Omniture Tim works in Adobe’s Omniture business unit, managing the acquisition-based applications. His role is to deliver solutions that provide marketers the capabilities to understand, manage, and optimize cross-channel marketing campaigns. Tim brings significant experience in the online and traditional marketing disciplines. He recently managed the marketing analytics team at Microsoft for Bing. He also managed MSN’s commerce team, driving the demand generation program and developing packaging solutions for partners. His online experience began with the launch of Travelocity, managing advertising and sales efforts. Prior to that, Tim was a media supervisor in San Francisco at Goldberg Moser O’Neill, working on Dreyer’s Ice Cream. He began his advertising career at Hal Riney & Partners with the launch of Saturn cars. @timwaddell

Wister Walcott

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

Amanda Watlington

Speaker Bios

Owner Searching for Profit

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

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Frank Watson

CEO Kangamurra Media Frank has been involved with the web since it started. For the past five years, he headed SEM for FXCM, which was once one of the top 25 spenders with AdWords. He’s worked with most of the major analytics companies and pioneered the ability to tie online marketing with offline conversion. He has now started his own marketing agency, Kangamurra Media. This new venture will keep him busy when he’s not editing the Search Engine Watch forums, blogging at a number of authoritative sites, or developing some online community sites. Frank was one of the first 100 AdWords professionals, as well as a Yahoo and Overture ambassador. He is on the Click Quality Council and has worked to diminish click fraud. @ aussiewebmaster

Jiyan Wei

Product Manager, PRWeb Vocus As Vocus’ product manager responsible for the leading online newswire PRWeb, Jiyan is responsible for product development and integration, strategic business planning, partnerships, and marketing/sales of PRWeb. Prior to Vocus, Jiyan served as VP of online services for v-Fluence Public Relations, where he was responsible for defining and developing processes and technologies to better serve clients. He completed his undergraduate studies in English and music at Georgetown University and graduate studies in media and communications at the London School of Economics. He is a moderator of the local chapter of Social Media Club and sits on the vendor council of the Society for New Communications Research (SNCR).

Susan Weinschenk

Chief of User Experience Strategy Human Factors International Susan first used a computer in the mid-1970s, in graduate school. “I wrote and ran my first computer program, and the printer spit out a piece of paper that said ‘job aborted.’ Rather than being discouraged, I was fascinated. What would happen when ‘normal people,’ not computer scientists, interacted with these things called computers?” She thus started a 30-year career in applying psychology to the design of technology. Susan has a Ph.D. in psychology and has written four books on designing the user experience. Her newest book, published by New Riders, is Neuro Web Design: What Makes Them Click? It applies the latest research on neuroscience and unconscious mental processing to the design of websites to improve persuasion. She also writes a popular blog: whatmakesthemclick. blogspot.com. @thebrainlady

Marty Weintraub President aimClear

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

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Stefan Weitz Director Bing

Stefan Weitz is a director of search at Microsoft and is charged with working with people and organizations across the industry to promote and improve search technologies. While focused on Microsoft’s product line, he works across the industry to understand searcher behavior and in his role as an evangelist for search, he gathers and distills feedback to drive product improvements. Prior to search, Stefan led the strategy to develop the next generation MSN portal platform and developed Microsoft’s muni WiFi strategy, leading the charge to blanket free WiFi access across metropolitan cities. A 12-year Microsoft veteran, he has worked in various groups, including Windows server, security, and IT. Stefan is a gadget junkie and can often be found in electronics shops across the world, looking for the elusive perfect piece of tech.

Byron White

Chief Idea Officer ideaLaunch Byron White is one of the original content marketing revolutionaries. Back in 2000, he founded LifeTips.com, the place millions of monthly readers go for expert tips and advice. In 2008, he founded ideaLaunch, a leading content marketing agency that perfected the art of understanding exactly what customers need and want to know, the science of delivering it to them in a useful, compelling way. Byron speaks at the search marketing conferences and hosts a weekly LifeTips radio show. He founded the Lost Ball Golf Tournament after losing a testicle to cancer. His success is well documented in Adweek, Inc. Magazine, The Boston Globe, The Boston Business Journal and The Wall Street Journal. Clients include Buy. com, CapitalOne, Merck, Walmart, and hundreds more. His resume includes The London School of Economics, Arthur Anderson and Hill, Holiday. @byronwhite

Rob Wilk

Nat’l Director, Search Optimization & Strategy Yahoo! As national director of search optimization and strategy, Rob and his team’s team mission is to partner with the Yahoo sales and account management teams, bringing new, actionable, insights to drive maximum performance from Yahoo’s search marketplace. Rob has more than 14 years of media experience, with the last 10 spent in digital, on both the agency and publisher sides. Previously, Rob was a founding member and director of Avenue A | Razorfish Search, now owned by the Publicis Groupe. He holds a B.A. in psychology from the State University at Oneonta.

Brad Wilson

Speaker Bios

Founder Brad’s Deals

Brad Wilson is the founder and editor-in-chief of BradsDeals.com and BlackFriday2010.com. Brad publishes handpicked daily shopping deals, online coupon codes, and in-store printable coupons for an audience of approximately 5 million monthly consumers. Brad is a recognized shopping expert and professional bargain-hunter. He

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has appeared on NBC’s The Today Show, Oprah & Friends, CNBC, CNN Money, and in USA Today. Brad writes a blog for Inc.com with money-saving tips for small businesses. The Wall Street Journal says “Brad is part sleuth, market guru, designer, and publisher.”

Tony Wright CEO/Founder WrightIMC

With more than 10 years of hands-on and strategic experience in interactive marketing and a background in traditional and interactive public relations and journalism, Tony Wright has spent his career helping companies of all sizes be profitable online. Wright is a search marketing expert and also has extensive experience in online crisis communication and brand reputation strategy, including corporate blogging and corporate monitoring, most notably directing the online corporate reputation management strategy for American Airlines immediately following the events of Sept. 11, 2001. Wright serves as the driving force behind WrightIMC, while also managing online media strategies, public relations and other interactive marketing projects for our clients. In addition, Wright created and directs the implementation of WrightIMC’s proprietary marketing orienteering process, which helps guide agencies and in-house teams in creating successful and profitable search engine marketing programs. @tonynwright

Mike Yacovone Partner Clarecast

Mike is a seasoned Internet marketer and a partner with Clarecast, an online marketing firm based in Cleveland. Mike has run all things interactive for top industry leaders, such as Progressive Insurance, and developed and led Internet practices for leading interactive agencies. He has an in-depth understanding of the online channel, with a focus on paid search and targeted display advertising. Mike’s strategic approach to the business has exceeded ROI goals for companies through the alignment of client objectives and campaign tactics. He holds an MBA from Case Western Reserve University’s Weatherhead School of Management.

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

Toronto 2010

London 2011

San Francisco 2010

New York 2011

June 9-11 Hyatt Regency Toronto

Aug. 16-20 Moscone Center West

February TBD

March 21-25 Hilton New York

Chicago 2010 Oct. 19-21 Chicago Hilton

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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SES § March 2010 {New York}

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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