SES Magazine June 2010 by Incisive Media

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SES Toronto Conference Agenda 4 Floor Plan 6 Sponsors 9-13

SearchEngineStrategies.com

June 2010

The need for speed Googleâ&#x20AC;&#x2122;s newest ranking factor promotes a faster, better web. Hereâ&#x20AC;&#x2122;s how to accelerate your site. 28

PLUS Real-time search 101 24 3 simple steps to boost your PPC ROI 30 Case study: Should you rethink your assumptions on ad position? 32 Apple & Google face off in mobile search & beyond 34

$3.01

contents

features

columns

The Need for Speed

GLOSSARY

Site speed became a ranking factor in Google’s algorithm in April. Here, Jon Henshaw outlines seven techniques you can use to speed up your website. §

Terms and acronyms every search marketer should know. §

Check your SES addendum! The one-sheeter includes late speaker, session, and exhibitor additions to the conference.

The Social Butterfly Effect

Real-time search 101

10 notable trends from the 2010 SEMPO report

3 simple steps to boost your PPC ROI

Case study: Should you rethink your assumptions on ad position?

Apple and Google face off in mobile search and beyond

How to corral e-commerce holdouts

conference information

4 6 9-13

June 2010

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

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

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

15-21

Sessions

37-47

Speaker bios

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

Learn more about the speakers and session moderators.

How is the social media butterfly effect impacting marketing? It’s creating chaos — in a good way — for companies of all sizes. Learn how Piper Aircraft generated $1.4 million in online revenue, thanks to social media. §

Search engines and tool vendors are scrambling to provide a better search experience to meet the demand for real-time information. §

From social to local and budgeting to forecasting, here are 10 trends that are shaping the search industry. §

Quick formulas and checklists that will help you win the ad battles, and ultimately, the search war. §

The results of a bid increase/ad position test reveal whether a slightly increased average ad position on a core keyword generates enough volume at a reasonable ROI to justify the more aggressive bid. §

With the surge in smartphone usage, Google is being forced to rethink its business model. §

By tracking calls, marketers can get rich data from those who are more apt to take action over the phone instead of online. §

Staff Matt McGowan Publisher & Head of U.S.

Mike Grehan VP, Global Content

Magazine Managing Editor Drew Eastmead Contributors Julie Batten, Stephen Cravens, Noran El-Shinnawy, Marc Engelsman, Andrew Goodman, Jon Henshaw, Greg Jarboe, Ron Jones

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

PROGRAM DEVELOPMENT

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

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 Asia Desk Editor

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

Matt McGowan Publisher & Head of U.S. Incisive Media

CORPORATE Chief Executive Tim Weller Group Managing Director James Hanbury

Matthew Bailey President SiteLogic

Jeff Ferguson Sr. Director, Online Marketing Local.com

Jon Myers Head of Search/Assoc. Director Mediavest

Thomas Bindl Founder & CEO Refined Labs GmbH

Andrew Goodman President Page Zero Media

Lee Odden CEO TopRank Online Marketing

Mikel Chertudi VP, Demand & Online Marketing Omniture

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

Pauline Ores Sr. Marketing Mgr, Social Media IBM Corporation

Eddie Choi Managing Director Frontiers Digital

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

SES: Volume 4, Issue 5 | June 2010

Comments? Want to unsubscribe? E-mail us: magazine@SearchEngineStrategies.com Incisive Media, U.S. 120 Broadway, 6th floor New York, NY 10271 tel (212) 457-9400 fax (646) 822-5237

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

Please recycle this magazine!

10/1/08 10:44:38 AM

www.SearchEngineStrategies.com/toronto

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

To advertise, subscribe, contribute, or view past issues: www.SearchEngineStrategies.com/ses-magazine

SES Advisory Board

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

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.

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The needed for spe

factor newest ranking Google’s a faster, better web. site. 28 promotes to accelerate your Here’s how

PLUS

24 32 search 101 PPC ROI 30 Real-time on ad position? to boost your assumptions 3 simple steps 34 rethink your & beyond Should you Case study: mobile search face off in Apple & Google

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Advertiser Page 9th Sphere........................................................ 7 Acquisio.......................................................... C3 Brafton CustomNews...................................... 11 ClickZ iReviews.............................................. 35 LinkWorth......................................................... 5 NVI................................................................. 14 Outrider.......................................................... C2

Advertiser Page PRWeb............................................................ 27 Search Engine People..................................... 33 Sitecore............................................................ 8 Techwyse Internet Marketing.......................... 41 topseos.com................................................... 17 Wiley Publishing............................................... 3 Yahoo! Canada................................................ C4

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Agenda

Day 1: Thursday, June 10 Track Location

Track 1 Regency A

Track 2 Regency B

7:30a-6p

Track 3 Regency C

Registration

8-9a

Morning Coffee

9-10:15a

Conference Welcome & Opening Keynote: Peter Morville, President, Semantic Studios — Regency A&B

10:15-11a

Grand Opening of the Expo Hall (open 10a-6:45p)

11a-12p

SEO Then & Now: What’s the Same? What’s New?

12-1p 1-2p

Information Architecture, Site Performance Tuning, & SEO

Sponsored Session

Networking Lunch — Expo Hall Introduction to Information Retrieval on the Web

2:45-3:15p 3:15-4:15p

Eye-Tacking Research Update Session Interval

12:45-1:45p

Canada-Specific SEO & PPC Issues

Search Ads & Landing Page Clinic

Afternoon Break — Expo Hall Search, PR & the Social Butterfly

4:15-5:15p

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

page 18 4

Track 2 Regency B

SES § June 2010 {Toronto}

Facebook Feeding Frenzy: Targeting Opportunities, Privacy Challenges

Tough Love: Get Your Site Tuned Up!

Open Mic: Black Hat White Hat — Does it Really Matter Anymore?

For details on Wednesday’s training workshops, go to

page 16

A Subscribe to SearchDay and attend free webcasts every month at

Hyatt Regency: Convention Level BIN

EXPO HALL

Floor Plan

Visit all th exhibit e booths in Bingo c hall to get y the our ard sta mp Prize: N etbook ed. Grand . drawn Winners ra your co ndomly. Dro at regis mpleted card p tr o Expo H ation. Drawin ff all On F g in ri d ay, J 11 *Open th at 3:00pm une to all . expo h conference a all atte n ndees. d

NEW! Booth Bingo

Regency A

Regency B

Regency C

King Ballroom

Registration

Exhibitor List: Booth Numbers Company

Booth

Company

Booth

Company

Booth

Acquisio.............................................................. 18

Microsoft Advertising presents Bing.................... 12

Techwyse Internet Marketing.............................. 11

Brafton CustomNews............................................ 2

NVI....................................................................... 1

Theatre Presentations......................................... 15

Express Site Clinics............................................ 15

Outrider Canada.................................................... 8

topseos.com....................................................... 14

gShift Labs......................................................... 19

Search Engine People Inc...................................... 3

Visibility Magazine.............................................. 16

LinkWorth........................................................... 20

Sitecore.............................................................. 13

Yahoo! Canada...................................................... 9

Express Site Clinics

(Booth 15; open to all attendees)

Thursday, June 10 A

Friday, June 11

Express Search Usability Clinic (10:30-11:30a) Shari Thurow, Founder & SEO Director, Omni Marketing Interactive Get one-on-one advise for usability, design, copy, link development, and any technical issues that may prevent your Web site from receiving high quality search engine traffic and visitor conversions.

On-The-Spot SEO Site Review (1-2p) Laura Callow, Senior Search Marketing Manager, Intuit Canada, Global Business Division Search engine ranking problems? Not sure why you’re not ranking, where you should be ranking and what you should be ranking for? The Live Site SEO Express Clinic will help you identify minor changes in your website that could provide major bottom-line results for your business. When Laura reviews your site with you, you’ll be amazed at the information you’ll glean within seconds of the analysis. Commonly identified SEO opportunities mean this clinic should provide actionable advice for any site owner, so come along and listen in or put your site up for review and reap the rewards! A

3 Steps to Conversion Nirvana (3-4p) Bryan Eisenberg, New York Times bestselling author, bryaneisenberg.com Are you at peace with your conversion rate? Do your results have you stressed or zen like? Don’t worry, be happy. Conversion Guru and New York Times bestselling author Bryan Eisenberg will transform your viewpoint and your website and show you how you too can achieve conversion bliss.

Theatre Presentations (Booth 15; open to all attendees) 6

SES § June 2010 {Toronto}

Thursday, June 10 A A

11:40a-12p, Techwyse Internet Marketing 12:30-12:50p, Outrider Canada

Landing Page Improvement Clinic (11a-12p) Jane Motz Hayes, Sr. Analyst, User Experience & Findability, Page Zero Media Will potential customers know what to do when they reach your website, and more importantly, will they a) want to do it, and b) well, just do it? Jane brings practical examples of do’s and don’ts in basic landing page layout and design. She can also explain the broader implications of user experience design research, and the principles of information architecture. Whether it comes from Jane’s formal background (a master’s in information science), Page Zero’s database of past client experiences, or her knowledge of user experience design, it all adds up to click, convert more often, and improve your bottom line. Bring your own examples if you want a live constructive critique. A

Socializing Your Website (1:30-2:30p) Lisa Buyer, President & CEO, The Buyer Group Is your website social media savvy? Widgets, chicklets, buttons or bookmarks, encourage content sharing, connections, friends and followers. Put your site to the social media test and see how it scores.

If Links are Votes... Is Your Site on the Ballot? (3-4p) Jeff Quipp, Founder and CEO, Search Engine People Inc In the world of SEO, links are votes, and have a huge role in determining where a site ranks within the search results. If your site doesn’t rank where you think it should, stop by and talk with industry expert Jeff Quipp as he analyzes your site’s link profile, and provides some practical tips and advice.

A A A A

2:10-2:30p, Search Engine People 4:10-4:30p, Sitecore 4:40-5p, NVI 5:10-5:30p, Acquisio

Friday, June 11 A A

10:10-10:30a, gShift Labs 12:10-12: 30p, Brafton CustomNews

sitecore | Web content ManageMent | online Marketing solutions

Learn what these

top organizations already know...

outstanding online ROI begins with a

best in class Web CMS. 1,800 organizations with over 22,000 websites turn to Sitecore for flexible, scalable, enterprise-class CMS and marketing solutions. Position your website to drive business growth with: C The industry’s most marketer-friendly Web CMS

C Web analytics and marketing automation integrated with Web CMS

C Scalable solutions to match your organization’s business goals

C Real-time personalization providing targeted user experiences

Visit Sitecore booth #13 to learn more! 8

SES § June 2010 {Toronto}

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 6.

§ Thursday, June 10

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

§ Friday, June 11

what to do next with your web presence, so you can improve your organic search results. When you implement a system recommendation, it’s linked to your web analytics for tracking over time, so you can understand how a particular change has impacted your organic ranking and traffic to your website. Contact us at 705-252-9371.

Exhibitors Acquisio Booth 18

LinkWorth

www.acquisio.com

Sponsors & Exhibitors

10a-3:30p

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.

Booth 20

Brafton CustomNews

Power Strip Sponsor

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.

Marketwire www.marketwire.com

Booth 2 www.brafton.com

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

gShift Labs

The only fully-integrated North American-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 delivers its clients’ news to the world’s media and financial communities and offers innovative products and services — including social media, search engine optimization, news dashboard coverage reports, and exclusive access to networks such as the Canadian Press Wire Network — that help communication professionals maximize 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.

Microsoft Advertising presents Bing

Booth 19 www.gshiftlabs.com

gShift’s flagship product, Web Presence Optimizer, is a software as a service (SaaS) SEO platform built for agencies and marketers that need to get control of their organic search efforts. There is nothing to install or download. Our solution is unique because it provides non-technical people with plain language recommendations on

Booth 12 http://advertising.microsoft.com/canada/en/Advertise/bing

Microsoft search advertising makes your search advertising campaign easy to manage, with simple-to-use, in-depth campaign analysis; intelligent targeting based on location, gender, or day; and access to up-to-the-minute research. And with more than 12 million

Product & Service Guide Advertising Networks

Interactive Marketing Agencies

LinkWorth.................................................. 20 Microsoft Advertising Presents Bing........... 12 Yahoo! Canada............................................. 9

Acquisio..................................................... 18 NVI.............................................................. 1 Outrider Canada........................................... 8

Blog Advertising

Interactive Marketing Associations & Publications

Organic Search Marketing

Content Management

topseos.com.............................................. 14 Visibility Magazine..................................... 16

Brafton CustomNews................................... 2 gShift Labs................................................ 19 NVI.............................................................. 1 Outrider Canada........................................... 8 Search Engine People Inc............................. 3 Techwyse Internet Marketing..................... 11 topseos.com.............................................. 14 Visibility Magazine..................................... 16

Content & News Feed Providers

Local Search Marketing Services & Directories

Pay-Per Click Networks & Management Services

LinkWorth.................................................. 20 Sitecore..................................................... 13 Brafton CustomNews................................... 2

Display Advertising

Yahoo! Canada............................................. 9

General Search Engines

Yahoo! Canada............................................. 9

Microsoft Advertising Presents Bing........... 12

Marketing Optimization Solutions

Acquisio..................................................... 18 Brafton CustomNews................................... 2 topseos.com.............................................. 14 Visibility Magazine..................................... 16

SES § June 2010 {Toronto}

Search Engine People Inc............................. 3 Techwyse Internet Marketing..................... 11

Search Marketing Agencies

LinkWorth.................................................. 20 NVI.............................................................. 1 Outrider Canada........................................... 8

*Booth #s on right

Search Engine People Inc............................. 3

Search Marketing Software

Acquisio..................................................... 18 gShift Labs................................................ 19

Specialized Search Engines (Multimedia, Mobile, Shopping, International, etc.)

Microsoft Advertising Presents Bing........... 12

Web Analytics

Sitecore..................................................... 13 Techwyse Internet Marketing..................... 11

Website Search and Technologies

Sitecore..................................................... 13

Sponsors & Exhibitors SearchEngineStrategies.com ยง SES

monthly unique searches (comScore qSearch Canada), Bing is a decision engine that provides consumers with a faster way to make more informed choices. Search advertising through Bing offers you a way to reach consumers when they are actively looking for information about your products or services and are in purchase-decision mode. Plus, customers who click on Bing results are more likely to engage with your website (comScore Canada).

“Top 25 up-and-coming Canadian IT companies” by the Branham Group in 2006. SEP’s services include search engine optimization (SEO), paid search management (PPC), social media marketing (SMM), online reputation management, usability, and more. Whether you’re looking to compete in an ultra competitive space, or to dramatically increase your local presence, SEP can help. Stop by our booth and talk to our knowledgeable experts. Get found!

NVI

Sitecore

Booth 1

Booth 13

www.nvisolutions.com

www.sitecore.net

Sponsors & Exhibitors

NVI is Canada’s front-running web design and interactive strategy company. The company builds viable revenue models for customers by developing and marketing websites based on an innovative online approach to business. NVI not only adapts to a web in flux, but pioneers new interactive strategies. We get to know you and how your industry operates, helping you define, reach, and track your goals. Our results-driven attitude keeps you making money, supported by our core values of efficiency, knowledge, boldness, creativity, and transparency. With a core in organic search engine optimization (SEO) and analytics, we determine the ideal supporting services for your business: paid search marketing (PPC), online PR, and banner advertising management, plus affiliate marketing, e-mail campaigns, and social media marketing — whatever brings your website the explosive launch (or re-launch) you need.

Outrider Canada Booth 8 www.outridersearch.ca

Outrider, Canada’s largest search engine marketing agency, helps clients experience relevance with their marketing through strategic planning and search campaign management that deliver insight, immediacy, and impact. Understanding the dynamic effect search and consumer-driven media can have on a business, we enable clients to engage in dialogue with consumers, offering them meaningful content and delivering relevant experiences that build valuable relationships. Outrider provides measurable results through SEO and PPC management by using industry analysis, competitor research, and interactive media plans. Outrider is a WPP group company and the designated search marketing agency of GroupM, WPP’s media buying and planning arm.

Page Zero Media

Black Hat/White Hat Sponsor www.pagezero.com

Page Zero Media is a full-service digital marketing agency founded in 2000, specializing in paid search and enterprise-class SEO. Headquartered in Toronto with offices in Vancouver and Nashville, our team and technology are geared to serve the needs of performanceoriented clients and brands like Capital One, Direct Energy, Canon, Oxford Seminars, BLR, NutsOnline, and many others. Company founder Andrew Goodman is noted as a thought leader in search marketing, as author of Winning Results with Google AdWords, ClickZ columnist, and a member of the SES advisory board.

Search Engine People Inc Booth 3 www.searchenginepeople.com

Search Engine People Inc. is one of Canada’s oldest and most respected search agencies. Since 2001, SEP has helped a wide range of clients (from Fortune 500 to small and medium-size companies) secure business from the web. SEP is a Google Adwords qualified company, Yahoo search marketing ambassador, and is Microsoft adExcellence certified. The company was also named one of the

SES § June 2010 {Toronto}

Sitecore’s web content management system (CMS) and marketing 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 — including Microsoft, Costco, Canadian Cancer Society, Siemens, Toshiba, The British Open, and Manchester United — have created and now manage more than 20,000 dynamic websites with Sitecore.

Techwyse Internet Marketing Booth 11 www.techwyse.com

TechWyse Internet Marketing has been helping business rise to the top of search engines since 2001. TechWyse develops goal-oriented website brands, drives relevant traffic, and measures results. The TechWyse three-step process empowers our team of more than 80 people to identify opportunities and continually improve the results of your online marketing campaigns. The TechWyse team is focused on Internet marketing excellence and is committed to building strong business relationships with its client base. Contact our solutions team today by calling 1.866.410.7090 or e-mailing marketing@techwyse.com.

topseos.com Booth 14 www.topseos.com

The independent authority on search vendors, topseos.com evaluates and ranks the top Internet marketing companies. Categories ranked by topseos include search engine optimization, pay-per-click management, affiliate marketing, social media optimization, and more. Since 2002, topseos has been a trusted resource for businesses looking to launch or improve online marketing campaigns. Through our pathfinder service, we 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.

Visibility Magazine Booth 16 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. The print medium holds great promise for Internet marketing vendors who are constantly looking for more channels to promote their services. Visibility reaches to fringe businesses that have been contemplating entering or expanding their online marketing campaigns. Visibility is published quarterly and covers a range of topics, including organic optimization, pay-per-click marketing, website analytics, affiliate marketing, and press release distribution.

Yahoo! Canada

HispanicMPR.com

Booth 9

www.HispanicMPR.com

Yahoo! Canada Co. is a leading Internet destination that provides online products and services to meet the needs of Canadians and offers a range of tools and marketing solutions for businesses to connect with Internet users. Yahoo! Canada services Canadians in both English and in French through its sites, www.yahoo.ca/ and http://qc.yahoo.ca. In Canada, Yahoo! sites were visited by more than 16 million Canadians in March 2010 (comScore Media Metrix).

Association Sponsors DMAT www.dmatoronto.org

DMAT provides a forum and meeting place for professionals who rely on direct marketing for the success of their organizations. DMAT is devoted to promoting the growth of direct marketing and the knowledge of its practitioners.

SEMPO www.sempo.com

Hispanic Marketing & Public Relations, its website, and companion podcast provide you essential information on America’s largest minority. We feature original content, including articles and podcast interviews with leaders, newsmakers, and experts on business, marketing, media, and America’s largest minority. Our resources section is full of information, including guest articles, audio recordings of presentation, and extended interviews with national Hispanic market experts. Sign up for free e-mail updates.

Marketing www.marketingmagazine.co.uk

Founded in 1931, Marketing provides the big picture of what’s going on in the marketing industry, from brand design to market research, from media to digital. Marketing has an ABC verified average circulation of 42,372 copies. With a combination of controlled requested circulation and a paid subscription base, Marketing is sent out to at least 40,000 marketers each week and is also available on the newstrade. The circulation consists of clients, advertising agencies, marketing agencies, and consultancies, and is essential reading for anyone in the marketing industry.

MarketingFind.com

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

www.marketingfind.com

WebAward

www.onedegree.ca

www.webaward.org

Do you have an award-winning website? Prove it! Enter the Web Marketing Association’s WebAward competition, and win recognition for yourself and glory — and a great marketing opportunity — for your website. The international WebAward competition sets the standard of excellence in 96 industry categories by evaluating websites and defining benchmarks based on the seven essential criteria of successful website development. Entrants benefit from a website assessment by a professional judging panel and the marketing opportunities presented to an award-winning website.

Media Partners Backbone Magazine www.backbonemag.com

Backbone Magazine, launched in January 2001, is one of Canada’s largest and most successful business magazines. Our focus is on using technology to enhance everyday business processes, and our mandate is to provide practical and actionable advice that will help readers run their businesses today and prepare for tomorrow. We examine issues such as national competitiveness, the environment, and Canada’s educational and investment communities; we also provide lifestyle content. Our website offers news, content from the print magazine, an events calendar, blog and Twitter content, and industry links and press releases covering all of North America’s significant companies.

MarketingFind is your exclusive resource for web marketing, combining reviews of emerging trends, in-depth exploration of industry participants, and unique approaches for developing effective marketing strategies. From practical beginner guides and thorough coverage on topics that interest you, to timely and information-rich articles and access to proprietary technology that will help you find the best possible partners, you have reason to visit MarketingFind regularly and keep up-to-date on the web marketing arena.

OneDegree.ca OneDegree.ca is one of Canada’s leading online publications about digital marketing, online communications and social media, and it’s penned by some of Canada’s most insightful and innovative Internet marketers.

TopHosts.Com www.tophosts.com

TopHosts.Com is the world’s largest independent web hosting resource site. Each month, hundreds of thousands of web developers and small business owners visit TopHosts.com to obtain the latest news and reviews on the world’s leading hosting providers. The world-renowned TopHosts top 25 list, user-friendly newbie guides, and incisive articles on hosting trends have made TopHosts. com the ultimate web hosting destination since 1997.

TopRank www.toprankmarketing.com

Ranked in the top 1 percent of blogs by Technorati, TopRank Online Marketing Blog is a leading resource for Internet marketing resources, news, interviews, and how-to articles about natural search optimization, paid search marketing, social media, and online public relations. Online Marketing Blog is edited by TopRank CEO Lee Odden, a 10 year online marketing veteran who is a frequent speaker at search and PR industry conferences. Odden has written for Yahoo Publisher Network and DM News and serves on the operating committee for the DMA search engine marketing council. SearchEngineStrategies.com § SES

Sponsors & Exhibitors

www.yahoo.com

NDING/CONTENT CREATION/WEB PROGRAMMING/PAID SEARCH/BANNER ADVERTISING/SOCIAL MEDIA MARKETING/ON KETING/WEB ANALYTICS/ONSITE SEO/GOOGLE ANALYTICS/OFFSITE SEO/PAID SEARCH/BANNER ADVERTISING/SOCIAL KETING/STRATEGIC ANALYSIS/KEYWORD RESEARCH/SITE REVIEW/SOCIAL MEDIA MARKETING/ONLINE PR/EMAIL MARK LYSIS/KEYWORD RESEARCH/SITE REVIEW/WEB ANALYTICS/ONSITE SEO/GOOGLE ANALYTICS/OFFSITE SEO/PAID SEARC ERTISING/SOCIAL MEDIA MARKETING/ONLINE PR/EMAIL MARKETING/AFFILIATE MARKETING/ONLINE BRANDING/CONT GRAMMING/PAID SEARCH/BANNER ADVERTISING/SOCIAL MEDIA MARKETING/ONLINE PR/EMAIL MARKETING/WEB ANA /GOOGLE ANALYTICS/OFFSITE SEO/PAID SEARCH/BANNER ADVERTISING/SOCIAL MEDIA MARKETING/STRATEGIC ANALY EARCH/SITE REVIEW/SOCIAL MEDIA MARKETING/ONLINE PR/EMAIL MARKETING/STRATEGIC ANALYSIS/KEYWORD RESE EW/WEB ANALYTICS/ONSITE SEO/GOOGLE ANALYTICS/OFFSITE SEO/PAID SEARCH/BANNER ADVERTISING/SOCIAL MED KETING/ONLINE PR/EMAIL MARKETING/AFFILIATE MARKETING/ONLINE BRANDING/CONTENT CREATION/WEB PROGRA RCH/BANNER ADVERTISING/SOCIAL MEDIA MARKETING/ONLINE PR/EMAIL MARKETING/WEB ANALYTICS/ONSITE SEO/G LYTICS/OFFSITE SEO/PAID SEARCH/BANNER ADVERTISING/SOCIAL MEDIA MARKETING/STRATEGIC ANALYSIS/KEYWORD EW/SOCIAL MEDIA MARKETING/ONLINE PR/EMAIL MARKETING/STRATEGIC ANALYSIS/KEYWORD RESEARCH/SITE REVIE LYTICS/ONSITE SEO/GOOGLE ANALYTICS/OFFSITE SEO/PAID SEARCH/BANNER ADVERTISING/SOCIAL MEDIA MARKETIN KETING/AFFILIATE MARKETING/ONLINE BRANDING/CONTENT CREATION/WEB PROGRAMMING/PAID SEARCH/BANNER A IA MARKETING/ONLINE PR/EMAIL MARKETING/WEB ANALYTICS/ONSITE SEO/GOOGLE ANALYTICS/OFFSITE SEO/PAID S ERTISING/SOCIAL MEDIA MARKETING/STRATEGIC ANALYSIS/KEYWORD RESEARCH/SITE REVIEW/SOCIAL MEDIA MARKET EMAIL MARKETING/STRATEGIC ANALYSIS/KEYWORD RESEARCH/SITE REVIEW/WEB ANALYTICS/ONSITE SEO/GOOGLE AN /PAID SEARCH/BANNER ADVERTISING/SOCIAL MEDIA MARKETING/ONLINE PR/EMAIL MARKETING/AFFILIATE MARKETIN NDING/CONTENT CREATION/WEB PROGRAMMING/PAID SEARCH/BANNER ADVERTISING/SOCIAL MEDIA MARKETING/ON KETING/WEB ANALYTICS/ONSITE SEO/GOOGLE ANALYTICS/OFFSITE SEO/PAID SEARCH/BANNER ADVERTISING/SOCIAL KETING/STRATEGIC ANALYSIS/KEYWORD RESEARCH/SITE REVIEW/SOCIAL MEDIA MARKETING/ONLINE PR/EMAIL MARK LYSIS/KEYWORD RESEARCH/SITE REVIEW/WEB ANALYTICS/ONSITE SEO/GOOGLE ANALYTICS/OFFSITE SEO/PAID SEARC ERTISING/SOCIAL MEDIA MARKETING/ONLINE PR/EMAIL MARKETING/AFFILIATE MARKETING/ONLINE BRANDING/CONT GRAMMING/PAID SEARCH/BANNER ADVERTISING/SOCIAL MEDIA MARKETING/ONLINE PR/EMAIL MARKETING/WEB ANA /GOOGLE ANALYTICS/OFFSITE SEO/PAID SEARCH/BANNER ADVERTISING/SOCIAL MEDIA MARKETING/STRATEGIC ANALY LISTEN TO US VISIT US EARCH/SITE REVIEW/SOCIAL MEDIA MARKETING/ONLINE PR/EMAIL MARKETING/STRATEGIC ANALYSIS/KEYWORD RESE be in the SEARCH/BANNER exhibit hall. 1:00 – 2:00 PM EW/WEBThursday, ANALYTICS/ONSITE SEO/GOOGLE ANALYTICS/OFFSITEWe’ll SEO/PAID ADVERTISING/SOCIAL MED Come out and meet us at SES Toronto! Successfully Integrating Search & Social Media KETING/ONLINE PR/EMAIL MARKETING/AFFILIATE MARKETING/ONLINE BRANDING/CONTENT CREATION/WEB PROGRA Guillaume Bouchard, Co-founder and CEO of NVI RCH/BANNER ADVERTISING/SOCIAL MEDIA MARKETING/ONLINEBooth PR/EMAIL MARKETING/WEB ANALYTICS/ONSITE SEO/G #1 LYTICS/OFFSITE SEARCH/BANNER ADVERTISING/SOCIAL MEDIA MARKETING/STRATEGIC ANALYSIS/KEYWORD Thursday,SEO/PAID 4:40 – 5:00 PM EW/SOCIAL MEDIA MARKETING/ONLINE PR/EMAIL MARKETING/STRATEGIC ANALYSIS/KEYWORD RESEARCH/SITE REVIE Search & Social for Online Publishers SEO/GOOGLE SEO/PAID SEARCH/BANNER ADVERTISING/SOCIAL MEDIA MARKETIN LYTICS/ONSITE CT Moore, Strategist for ANALYTICS/OFFSITE NVI KETING/AFFILIATE MARKETING/ONLINE BRANDING/CONTENT CREATION/WEB PROGRAMMING/PAID SEARCH/BANNER A Friday, 1:45 – 2:45 PM IA MARKETING/ONLINE PR/EMAIL MARKETING/WEB ANALYTICS/ONSITE SEO/GOOGLE ANALYTICS/OFFSITE SEO/PAID S Canada-Specific SEO & PPC issues ERTISING/SOCIAL MEDIA MARKETING/STRATEGIC ANALYSIS/KEYWORD RESEARCH/SITE REVIEW/SOCIAL MEDIA MARKET Guillaume Bouchard EMAIL MARKETING/STRATEGIC ANALYSIS/KEYWORD RESEARCH/SITE REVIEW/WEB ANALYTICS/ONSITE SEO/GOOGLE AN /PAID SEARCH/BANNER ADVERTISING/SOCIAL MEDIA MARKETING/ONLINE PR/EMAIL MARKETING/AFFILIATE MARKETIN NDING/CONTENT CREATION/WEB PROGRAMMING/PAID SEARCH/BANNER ADVERTISING/SOCIAL MEDIA MARKETING/ON Montreal - Toronto SEO/PAID SEARCH/BANNER ADVERTISING/SOCIAL 1 866-524-7149 nvisolutions.com KETING/WEB ANALYTICS/ONSITE SEO/GOOGLE ANALYTICS/OFFSITE KETING/STRATEGIC ANALYSIS/KEYWORD RESEARCH/SITE REVIEW/SOCIAL MEDIA MARKETING/ONLINE PR/EMAIL MARK LYSIS/KEYWORD RESEARCH/SITE REVIEW/WEB ANALYTICS/ONSITE SEO/GOOGLE ANALYTICS/OFFSITE SEO/PAID SEARC ERTISING/SOCIAL MEDIA MARKETING/ONLINE PR/EMAIL MARKETING/AFFILIATE MARKETING/ONLINE BRANDING/CONT GRAMMING/PAID SEARCH/BANNER ADVERTISING/SOCIAL MEDIA MARKETING/ONLINE PR/EMAIL MARKETING/WEB ANA /GOOGLE ANALYTICS/OFFSITE SEO/PAID SEARCH/BANNER ADVERTISING/SOCIAL MEDIA MARKETING/STRATEGIC ANALY EARCH/SITE REVIEW/SOCIAL MEDIA MARKETING/ONLINE PR/EMAIL MARKETING/STRATEGIC ANALYSIS/KEYWORD RESE EW/WEB ANALYTICS/ONSITE SEO/GOOGLE ANALYTICS/OFFSITE SEO/PAID SEARCH/BANNER ADVERTISING/SOCIAL MED KETING/ONLINE PR/EMAIL MARKETING/AFFILIATE MARKETING/ONLINE BRANDING/CONTENT CREATION/WEB PROGRA RCH/BANNER ADVERTISING/SOCIAL MEDIA MARKETING/ONLINE PR/EMAIL MARKETING/WEB ANALYTICS/ONSITE SEO/G LYTICS/OFFSITE SEO/PAID SEARCH/BANNER ADVERTISING/SOCIAL MEDIA MARKETING/STRATEGIC ANALYSIS/KEYWORD EW/SOCIAL MEDIA MARKETING/ONLINE PR/EMAIL MARKETING/STRATEGIC ANALYSIS/KEYWORD RESEARCH/SITE REVIE LYTICS/ONSITE SEO/GOOGLE ANALYTICS/OFFSITE SEO/PAID SEARCH/BANNER ADVERTISING/SOCIAL MEDIA MARKETIN KETING/AFFILIATE MARKETING/ONLINE BRANDING/CONTENT CREATION/WEB PROGRAMMING/PAID SEARCH/BANNER A IA MARKETING/ONLINE PR/EMAIL MARKETING/WEB ANALYTICS/ONSITE SEO/GOOGLE ANALYTICS/OFFSITE SEO/PAID S 14 SES §MEDIA June 2010 {Toronto} ERTISING/SOCIAL MARKETING/STRATEGIC ANALYSIS/KEYWORD RESEARCH/SITE REVIEW/SOCIAL MEDIA MARKET

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SEARCH SOCIAL DEVELOPMENT

CONVERSION AFFILIATE DISPLAY

Sessions

Wednesday, June 9: Search Training Workshops SES presents search engine marketing (SEM/SEO) training as well as partnered training workshops. These intensive seminars will provide you with the tools and hands-on exposure you need to become — and remain — a top performer in your field. No matter where you are in the SEO/SEM process — and whether you’re a consultant, site designer, website owner, or in-house marketing professional — you cannot afford to miss this opportunity to learn firsthand the latest developments in search engine marketing. Training can be taken in addition to the SES Toronto conference or independently, as workshops take place on the Wednesday prior to the event. For more information, visit SearchEngineStrategies.com/toronto/training.php or SearchEngineStrategies.com/toronto/training-partnered.php

Search Engine Marketing TraininG, PRESENTED BY SES Continental breakfast (7:30-8a) A Lunch break (12-1p) A

Google AdWords Tactics to Improve Your ROI

(8a-12p)

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.

Sessions

The session will focus on both concepts and practical advice. First, you will learn the concepts to understand why they are important and what part of your marketing those concepts can affect. Secondly, we will focus on the practical implementation of those concepts so that you can enact effective changes within your AdWords account. Instructor Brad Geddes 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. Not one to hold secrets, Brad prefers to educate his people on the various aspects of crafting successful marketing campaigns to ensure success for all parties involved.

Building a Content Strategy to Maximize Your Search & Social Efforts (1-5p) 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. So you’ve gone to the trouble of extensively researching and creating a list of highly targeted keywords and keyword phrases for your company. What’s next? 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. They’ll help you understand the four purposes of online content (research, shopping, buying and sharing) and will guide you through the steps needed to appropriately match the keywords you wish to target with the right content focus. They’ll explore the difference

SES § June 2010 {Toronto}

between content created for search engines and content created for social media, while explaining how they are related to and support each other. This session will also focus on how to break down and reevaluate your existing content to better target the terms and phrases you’ve discovered. They’ll focus on how to properly group concepts and topics together to lead customers down a path of increasing information as they move through the conversion funnel. Instructors 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 web marketing conferences and has published hundreds of small business articles. He is associate editor at Search Engine Guide and has written several SEO and SEM e-books. 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 a common-sense approach that delivers solid results while still allowing her clients to fully understand and participate in the process. She 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.

PARTnered training

Search Engine Optimization Training

(8:30a-5:30p)

Bruce Clay, an industry recognized expert on SEO, will offer a one-day SEO Training Course in conjunction with SES Toronto. The course targets marketing and technical staff alike, offering strategy and tactics necessary in today’s fast-changing search world. The course, which covers SEO methodology, concepts, and strategies, will provide the process needed to achieve significant traffic. Focusing on white-hat search enginecompliant SEO methods, the course covers techniques allowing you to change your sites while staying away from the techniques that will get you in trouble. The training offers a specific and clear view of the techniques required to beat your competition in the war for search results supremacy for your properly selected and targeted keywords. Instructor Chris Hart runs the New York office of Bruce Clay, Inc., a leading global Internet marketing consulting firm that specializes in SEO and PPC services. As director, Eastern region operations, Chris manages client SEO projects and coordinates the company’s East coast sales. He also teaches many of the company’s acclaimed SEOToolSet training and certification courses, and has spoken at national search industry conferences. Before joining Bruce Clay, Inc., Chris worked for 12 years in the online B2B publishing industry. He received his B.F.A. from the New York Institute of Technology and his MBA from Saint John’s University.

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ANALYTICS

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Have the leading firms work for you Take advantage of our 8 years of research in ensuring that your online marketing projects meet their objectives. You can set high expectations and these firms consistently achieve them.

Independent Authority on Search Vendors

Since its introduction in 2002, topseos has been identified as an independent authority on vendors who supply internetยงmarketing products and 17 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.

Day 1: Thursday, June 10 9-10:15a Conference Welcome & Opening Keynote Keynote Speaker § Peter Morville, President, Semantic Studios

11a-12p Track 1

SEO Then & Now: What’s the Same? What’s New? If you entered a time capsule in 1999 and stumbled into a search engine optimization assignment in 2010, you’d be startled by an array of unfamiliar challenges. News flash: It’s not all about title tags and meta keywords anymore. Reciprocal linking? Yawn. Are search engines too stupid to index dynamic URLs? Not any more. Panelists cover proven SEO fundamentals, and then update you on the latest trends you cannot afford to miss. P.S. Yes, title tags are still important.

1-2p Track 1

Information Architecture, Site Performance Tuning, & SEO The technical and navigational foundations of your website can significantly impact search referral traffic, either directly or indirectly. Experts explain why all of this matters, and offer tips on how to organize, label, and prioritize your content; how to speed up your site; and how to assess and fix bloated code that may impact the user experience and search rankings. Moderator § Bryan Eisenberg, New York Times bestselling author, bryaneisenberg.com Speakers § Shari Thurow, Founder & SEO Director, Omni Marketing Interactive § Ezra Silverton, President & Founder, 9th sphere § Dan Klyn, Information Architect, Riders Discount

Moderator § Jim Hedger, Search Marketing Consultant Speakers § Erika Brown, EVP Corporate Strategy, Digital Media, Frost & Sullivan § Anne Kennedy, International Search Strategist, Beyond Ink USA § Judith Lewis, Head of Search, Project Metal

Track 2

Video: The Next Marketing Frontier Video has found its way into the daily routines of most Internet users. YouTube now boasts more than 100 million uniques and streams more than 6 billion videos monthly, according to the latest numbers from Nielsen. Meanwhile, video ad networks and premium sites like Hulu have begun to establish real reach. This panel will cover the latest developments in video-based marketing, including discovery, ad networks, formats, and YouTube.

Sessions

Moderator § Matt McGowan, Publisher & Head of U.S., Incisive Media Speakers § Dan Greene, Head of Online Sales & Operations, Google TV Ads § Jonathan Allen, Director, SearchEngineWatch § Greg Jarboe, President & Co-founder, SEO-PR § Peter Farfaras, Solution Specialist, Microsoft Advertising Canada

Track 3

21 Secrets to 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 never look at a website the same way again. Introduction § Mike Grehan, Global VP Content, SES/Search Engine Watch/ClickZ Solo presentation § Bryan Eisenberg, bestselling author, bryaneisenberg.com

SES § June 2010 {Toronto}

Track 2

Successfully Integrating Search & Social Media With blogs, user generated content, tweets, and Facebook/LinkedIn profiles being ranked above all else in Google, what is more important than integrating your search and social media strategies to ensure brand reach, integrity, and of course rankings? Learn how companies are striving to cohesively tie it all together to ensure success. Moderator § Lisa Buyer, President & CEO, The Buyer Group Speakers § Guillaume Bouchard, Co-founder & CEO, NVI § Krista Neher, CEO, Marketess § Jason Dailey, Country Lead, Solution Specialist Sales, Microsoft Advertising Canada

Sponsored Session

Search & Display: Driving Customers Through the Purchase Funnel & Dispelling the Myths of Display Looking for a more effective way of driving online sales with your current search or display campaign? Think that display has no place in your performance buy? This session covers why you should be executing both simultaneously to drive potential customers through the purchase funnel. Also, understanding the value of performance display, and the role it plays alongside your search buy is key to growing your digital marketing spend. If you still think display is expensive, complicated, ineffective, this is the seminar for you. Speakers § Mike O’Sullivan, Ad Platforms & Strategy Lead, Microsoft Canada § Chau Le, Search Expert, Microsoft Advertising Canada

§ Regency A § Regency B § Regency C

3:45-5p

Track 1

Link Building Basics

Performance-Based Marketing Best Practices

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

Solo Presentation § Jeff Quipp, Founder & CEO, Search Engine People Inc

With a greater emphasis on measurement and ROI than ever before, performance-based marketing isn’t only an attractive option, it’s now an essential part of every marketer’s toolkit. Join us for an informative discussion as we explore best practices surrounding performancebased marketing, including what it all means for advertisers, traditional agencies, and publishers. Whether you are planning, purchasing, or even on the receiving end of affiliate marketing campaigns, this session will familiarize you with the principal players and help you navigate the performance marketing space more effectively.

Track 2

Speaking Geek: How Marketers Can Work with Web Developers to Achieve Business Goals

Bringing SEO In-House: The Pros & Cons

Introduction § Shari Thurow, Founder & SEO Director, Omni Marketing Interactive

We hear it all the time: An online marketer returns from an SES event brimming with new ideas and advertising tactics, only to hit a wall when he present his plans to the developers responsible for implementing these ideas. It’s no secret that marketing and tech don’t often speak the same language, and as a result, projects are slowed or stalled, and millions of marketing dollars are wasted. So how do you bridge the gap? Hear from a panel of marketers and developers on how to collaborate and pull off a technical online project successfully. Moderator § Tracy Falke, Social Media Specialist, Freestyle Interactive Speakers § Jonathan Allen, Director, SearchEngineWatch.com § Puneet Bhasin, Independent IT Consultant, § Casey Rovinelli, Director, Digital Marketing, National Hockey League Players’ Association

Managing SEO in-house at mid- to large-sized organizations can pose many challenges. Once the company decides to start SEO in-house, what’s next? In this session, learn what you’ll need to do to manage a smooth, successful in-house SEO program. Many groups are involved in SEO besides the subject matter experts; if you’re responsible for SEO, you need to learn and implement tactics that will increase productivity and reduce the frustrations you face on a regular basis. Come and see marketers deliver the keys to success, as well as the roadblocks, in building well-integrated search marketing programs that thrive on support from all levels of the company. Moderator § Crispin Sheridan, Sr. Director of Search Marketing Strategy, SAP Speakers § Andrew Goodman, President, Page Zero Media § Laura Callow, Senior Search Marketing Manager, Intuit Canada, Global Business Division § Bob Tripathi, Customer Marketing Manager, Sears Holdings

Track 3

Managing a Global SEO Campaign

Augmented Reality: A New World Order

As the world becomes smaller and search marketing becomes more complex, the era of “ranking well in Google” is over. This is especially true for companies who are targeting multiple markets or countries. This new opportunity also brings many new complexities to be considered other than standard SEO. This session tackles these key issues critical to successfully developing, optimizing, and managing the global campaigns that will meet those next-generation marketing goals, without losing control or your mind.

User migration to a mobile environment is driven not only by information and communications requirements, but also a host of applications that are useful, quirky, or just plain fun. App developers and experts explain how these apps hook users, demonstrate their rapid growth trajectory, and explore what might be in store for the future.

Moderator § Anne Kennedy, International Search Strategist, Beyond Ink USA Speakers § Ian McAnerin, CEO, McAnerin Networks Inc. § Crispin Sheridan, Sr. Director of Search Marketing Strategy, SAP § Michael Bonfils, International Managing Director, SEM International

Moderator § Stewart Quealy, SES Advisory Board Co-Chair & VP, Content Development, Incisive Media Speakers § Cindy Krum, CEO, Rank-Mobile, LLC § Mathijs Gajentaan, CEO & Co-founder, Winvolve § Ling Guan, Professor, Canada Research Chair, Ryerson University, Toronto

SearchEngineStrategies.com § SES

Sessions

2:30-3:30p

Thursday

Day 2: Friday, June 11 9-10:15a Morning Keynote Inside Google Webmaster Central Be sure to take advantage of this rare opportunity to have an exclusive peek into the latest in Google Search and their one-stop shop for webmaster resources, Webmaster Central. You won’t want to miss this candid keynote conversation as Mike Grehan sits down with Maile Ohye, senior developer programs engineer at Google, to dig deep into Google’s approach to supporting site owners, and their breadth of offerings in Webmaster Central. From site performance to real-time search, we’ll explore all the latest features and tools to help you better serve your users. Whether you’re a newbie interested in reducing duplicate content and submitting sitemaps, or a veteran more concerned with malware tools and the new verify by DNS record update, we’ve got you covered. Keynote Speaker § Maile Ohye, Senior Developer Programs Engineer, Google

10:30a-11:30a

Twitter Nation Within the dramatically expanding social network space, Twitter has become everybody’s darling, ever since major companies like Dell publicized how many millions of dollars they’re making via this 140-characters-is-enough microblogging platform. The real question is how to bring your message across this huge stream of endless tweets without breaking the bank. Treading the fine line between ripping success and utter failure — it’s about the right kind of credible interaction. Learn why subtle, “suggestive marketing” works best on Twitter, and how to automate that effectively. Plus, effective strategies to outpace your competitors. Moderator § Matt McGowan, Publisher & Head of U.S., Incisive Media Speakers § Tracy Falke, Social Media Specialist, Freestyle Interactive § Paul Madden, Owner, Crea8 New Media

11:45a-12:45p

Track 1

SEO Super Tools

Introduction to Paid Search

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.

Paid placement is a form of search advertising that provides a top ranking in return for payment. Every major search engine offers a paid placement program. Learn what’s available in this session that is especially geared toward beginners, with details on programs from major providers and advice on how to succeed.

Moderator § Ian McAnerin, CEO, McAnerin Networks Inc. Speakers § Jon Henshaw, Co-founder & Product Manager, Raven § Constance “Connie” Stack, VP, Sales & Marketing, WordStream § Jeff Jones, Senior Product Manager, gShift Labs

Sessions

Track 3

Track 2

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 performed by One to One Interactive, which analyzed user behavior through physiological, emotional, and qualitative data. Also covered will be the newest information in eye tracking of SERPs and the latest on heatmaps. Moderator § Anne Kennedy, International Search Strategist, Beyond Ink USA Speakers § Shari Thurow, Founder & SEO Director, Omni Marketing Interactive § Andrew Assad, Market Research Manager, Consumer & Online, Microsoft Canada

SES § June 2010 {Toronto}

Moderator § Greg Jarboe, President & Co-founder, SEO-PR Solo presentation § Matt Van Wagner, President, Find Me Faster

Track 2

Meaningful SEM Metrics As knowledge of SEM practices moves from the offices of the optimizers to the board room, the standard metrics used by the practitioners of this former dark art are straining under the weight of the all-powerful bottom line. The days when upper management was impressed by subtle changes in page rank have been replaced by questions of LTV and ROI. As more resources are being dedicated to creating the perfectly optimized and keyword rich landing page, C-level executives are demanding proof of the return they are receiving from these resources. This panel will discuss a myriad of ways to move beyond page rank, indexed pages, or linked sites, and into metrics that can make you a hero — and better still, get your budget increased to a respectable level. Moderator § Bryan Eisenberg, New York Times bestselling author, bryaneisenberg.com Speakers § Richard Zwicky, Founder & CEO, Enquisite § Noran El-Shinnawy, Internet Marketing Manager, Acquisio § June Li, Founder & Managing Director, ClickInsight § Tami Dalley, Director, User Experience Optimization, ROI Labs

§ Regency A § Regency B § Regency C Advanced Paid Search Tactics Your campaigns are performing OK. How to take them to the next level? Advanced PPC tactics can be more fun than basic ones, because you get to activate both left and right brain power, tapping into your own unique aptitudes as well as your customers’ deepest desires. This session covers campaign expansion techniques, ad testing, auction theory, bid rules and campaign automation, and more. Moderator § Anne Kennedy, International Search Strategist, Beyond Ink USA Speakers § Andrew Goodman, President, Page Zero Media § Jon Myers, Head of Search/Associate Director, Mediavest § Jeff Lancaster, Managing Director, Outrider § Matt Rogers, Manager, Online Sales, Google

1:45-2:45p Track 1

Introduction to Information Retrieval on the Web This session could be entitled “How Search Engines Work,” as it delves into crawler-based engines such as Google. Understanding how search engines gather information from billions of documents and index them is essential knowledge for search marketers. Learn how keywords are weighted and indexed, how algorithms work, how end user behavior can affect ranking, and how to approach your search marketing strategy in a new decade of search. Introduction § Jonathan Allen, Director, SearchEngineWatch Solo presentation § Mike Grehan, Global VP Content, SES/Search Engine Watch/ClickZ

Track 2

Canada-Specific SEO & PPC Issues While many search engine optimization matters are common globally, Canadian companies face a unique collection of optimization issues due to our proximity to the United States. Panelists offer a variety of practical approaches in dealing with Canada-specific SEO challenges, as well as covering key issues for paid search marketers in Canada. Moderator § Andrew Goodman, President, Page Zero Media Speakers § Guillaume Bouchard, Co-founder & CEO, NVI § Ian McAnerin, CEO, McAnerin Networks Inc. § Heather Dougherty, Research Director, Hitwise

3:15-4:15p Track 1

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 eighty-six 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 § Greg Jarboe, President & Co-Founder, SEO-PR Speakers § Lisa Buyer, President & CEO, The Buyer Group § Adam Singer, Account Manager, TopRank Online Marketing § Neil Johnson, Account Director, High Road Communications

Track 2

Facebook Feeding Frenzy: Targeting Opportunities, Privacy Challenges Facebook and other social media platforms (Twitter, LinkedIn) offer tremendous new segmentation and ad targeting opportunities to marketers. Ahead-of-the-curve marketers are already researching segments, evaluating strategies, testing ad creative, and getting into the weeds, measuring performance in this unprecedented targeting playground where interconnected users are willing to openly share their interests and content. But is it all too easy for marketers because Facebook and others are cavalier about privacy and disclosure? Is a user backlash or a regulatory firestorm on the horizon? Canada is notorious in that its privacy commissioner openly challenged Facebook on its default settings and disclosure. Which way will the wind be blowing in a year’s time? Panelists explore both the opportunistic and paranoid perspectives on social media marketing. Take your pick. Moderator § Andrew Goodman, President, Page Zero Media

Sessions

Track 3

Friday

Speakers § Mark Rosenberg, Of Counsel, Sills Cummis & Gross P.C. § Dennis Yu, CEO, BlitzLocal

Track 3 Track 3

Search Ads & Landing Page Clinic Does your PPC ad make a promise that your landing page can’t keep? Make sure that your ad copy and landing page contents are in alignment to ensure a smooth and profitable visitor experience. This clinic will examine volunteers’ actual ads and landing pages. Moderator § Bryan Eisenberg, bestselling author, bryaneisenberg.com Speakers § Noran El-Shinnawy, Internet Marketing Manager, Acquisio § Mona Elesseily, Director of Marketing Strategy, Page Zero Media

Tough Love: Get Your Site Tuned Up This interactive session will take volunteers from the audience who would like to have their sites reviewed by two of the industry’s top experts. They may not be gentle, but you will love the end results! Moderator § Mike Grehan, Global VP Content, SES/Search Engine Watch/ClickZ Speakers § Jonathan Allen, Director, SearchEngineWatch § Dawn Wentzell, Senior Account Manager, Outspoken Media

SearchEngineStrategies.com § SES

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FOCUS: social §

The social butterfly effect

By Greg Jarboe he butterfly effect is a metaphor that encapsulates the concept of “sensitive dependence on initial conditions” in chaos theory. In other words, small differences in the initial condition of a dynamic system may produce large variations in the long-term behavior of the system. Or, as the classic title of one talk once asked, “Does the flap of a butterfly’s wings in Brazil set off a tornado in Texas?” When Google introduced real-time search in December 2009, it brought “search results to life with a dynamic stream of real-time content from across the web. Now, immediately after conducting a search, you can see live updates from people on popular sites like Twitter and FriendFeed, as well as headlines from news and blog posts published just seconds before.” When they are relevant, Google ranks these latest results to show the freshest information right on the search results page. Or, to coin a phrase, they created a social butterfly effect. Social media started impacting search engines in December 2005 and January 2006. According to Hitwise, that’s when video sharing site YouTube blew by Google Video and Yahoo! Video in market share of U.S. visits to online video sites. In November 2006, within a year of its launch, YouTube was purchased by Google. In May 2007, Google began its move to universal search by integrating a few types of social media content — including YouTube videos and Flickr photos — into its search results. In December 2009, Google started including live updates from Twitter and fresh blog posts in its real-time search results. In February 2010, Google added some Facebook pages as well. Today, the flap of a butterfly’s wings in social media does set off a hurricane in realtime search results. How is the social butterfly effect impacting marketing? It’s creating chaos. “The Value of Social Media Report,” published in February 2010 by Econsultancy in association with Online Marketing Summit, found that 85 percent of companies are using Facebook as part of their marketing strategy, 77 percent are using Twitter, 58 percent are using LinkedIn, and 49 percent

are using YouTube. However, 61 percent of client-side marketers and agency respondents admitted they “have experimented with social media, but not done that much,” and 68 percent acknowledge they do not spend anything on social media marketing or spend under $5,000 a year. Is it any wonder, then, that 61 percent also confess that their organizations are “poor” or “very poor” at measuring ROI? If you don’t spend anything on social media marketing, can you realistically expect to get more than a 1x return on investment from social media? Now, Econsultancy’s report also found that some companies are using social media to help meet a number of key business objectives, including monetization of this channel through generation of sales and leads. Other companies are also using social media marketing to achieve softer objectives such as improved brand awareness and reputation. And there are a growing number of social media case studies. For example, Aaron Uhrmacher posted “35+ examples of corporate social media in action” on Mashable in July 2008. Ellie Mirman posted “6 social media marketing case study lessons” on the HubSpot Blog in September 2009. And I posted “Social Media Case Study: Piper Aircraft Launches PiperSport Light Sport Aircraft on YouTube, Facebook and Twitter” on SearchEngineWatch.com in February 2010. My post tells the story of how Piper and its agencies used social media to sell a new $140,000 product. Piper launched its PiperSport Light Sport Aircraft on Jan. 21, 2010. To support the launch at the Sebring U.S. Sport Aviation Expo 2010, Piper marketing director Jackie Carlon commissioned Michael Kolowich of DigiNovations Video Production Services and the ChannelOne Marketing Group to create a: PiperSport channel on YouTube PiperSport Light Sport Aircraft page on Facebook PiperSport feed on Twitter Kolowich, in turn, engaged Janice Brown of Janice Brown & Associates, Inc., to create the initial original content for the Facebook and Twitter channels. According to Google Insights for Search,

Want to learn more? Greg will be speaking at Friday’s 3:15 p.m. session, “Search, PR, & the Social Butterfly.” For more information, visit

SearchEngineStrategies.com/toronto there were no searches from 2004 to 2009 for the newly coined word, “PiperSport.” But it became a popular search term on the day it was launched with the help of social media. In Febrary, I interviewed Kolowich about the PiperSport launch. Although buyers could order the Light Sport Aircraft immediately, the first deliveries of the PiperSport weren’t scheduled until April. By April 5, 2010, less than 11 weeks after the launch: Videos posted on PiperSport’s channel on YouTube had been viewed 75,856 times. PiperSport had 9,043 fans on Facebook, a large percentage of whom are active, engaged, and contributing to the community with photos, news, insight, reviews, and enthusiasm. Among PiperSport’s 159 followers on Twitter are aviation journalists and bloggers. A dozen Light Sport Aircraft had been sold online thanks to links people discovered within social media; another dozen had been sold offline by Piper or its dealers. The total outlay for the social media campaign, including strategy development, content development, video production, content implementation, and social media channel management, as well as media placement and promotion, was under $40,000. With the PiperSport costing a minimum of $120,000, the sale of a dozen Light Sport Aircraft online generated more than $1.44 million in revenue. That’s a return on marketing investment of 36x in less than eight weeks. § Greg Jarboe is the president of SEO-PR, correspondent for Search Engine Watch, and author of YouTube and Video Marketing: An Hour a Day. @gregjarboe

SearchEngineStrategies.com § SES

Real-time search 101

By Ron Jones

witter has opened the door the form of tweets, status updates, blogs, to the concept of real-time and news feeds. It represents a new way search. The ability to listen to of searching. The challenge now is how to an online conversation right sift through all of that data to find relevant and valuable informanow has tion. Search engines brought a whole Coordinate all of your and tool vendors are new dimension to content for web pages, scrambling to provide search marketing. blogs, press releases, a better search expeUntil now, we’ve rience to meet the performed regular tweets, and fan pages. demand. searches only to find results and content that were at the very least a day old. Now Who uses real-time search? there’s a thirst for information that is Real-time search benefits those who read happening in real time. or write content within a short time span. A new behavior is also forming. In addi- Headline news, natural calamities, rescue tion to clicking on a search link to visit a efforts, and current events, are all examples. page, people are now spending time moni- Basically, your content goes hot for a small toring streams of data. This is usually in period of time before it goes cold. Think

SES § June 2010 {Toronto}

FOCUS: real-time §

of an event like a hockey game. Second-bysecond commentary right before, during, and after is when the news is hot. There’s still chatter after the game and maybe some the following day, but it dies quickly.

Google launches real-time search

The challenge for search engines is to perform incredibly fast indexing of sites like Twitter and Facebook, which happily sell access to their data feeds. This allows searchers to find information while it’s still relevant. In December, Google launched its real-time search feature that now appears in the search results page. Links to articles and tweets often range from five minutes to 50 minutes ago. Since the December launch, Google

Replay feature

Google recently announced one such feature. Since there’s a constant online conversation about breaking news, people, and places, users now have the ability to go back in time and catch up on what people were tweeting about within a specific time range. Want to see what people were saying about the iPad before it started shipping? With the new replay feature, you can zoom to any part of that — or any — conversation.

Other tools

has also added content from Facebook, MySpace, and Buzz to complement the Twitter posts. Of course, the other major search engines like Yahoo and Bing also provide real-time search features. Expect to see more real-time features and updates to search engines in the near future.

Several tools have been available to help users and marketers take advantage of realtime search, including Twitter search (http:// search.twitter.com), TweetGrid (http://tweetgrid.com), Scoopler (http://www.scoopler. com), Collecta (http://collecta.com/), and CrowdEye (http://www.crowdeye.com). Facebook also has a real-time search feature similar to Twitter’s. Facebook recently bought FriendFeed, which already has a good real-time search feature that searches content across many social sites.

real-time search in your branding efforts and communication to customers. With real-time search, you now have a tool to “listen” to what consumers are saying about your brand or product. With real-time information, you can now react more quickly and be more responsive.

Tips for optimizing for real-time search

Real-time search means you need to integrate new practices into your SEO efforts and optimize accordingly. So what can you do to enhance your optimization efforts to get the rankings you’re looking for with realtime search? Consider these tips: Monitor hot topics: Keep a close eye on them and be prepared to react to those topics. Create content that is frequently updated that speaks to breaking topics and trends. Add keyword support: Make sure you integrate your targeted keywords into your tweets and updates and use hashtags (www.hashtags.org). This will help support your own SEO and PPC campaigns and strengthen your relevancy for those keywords. Coordinate promotion activities: Planning is important so you can time when you update your Facebook page or send out tweets. Try to do this shortly after relevant articles and blog posts are indexed by the search engines. Develop relevant content: Make sure you have content that supports real-time SEO. Coordinate all of your content for your web pages, blogs, press releases, tweets, and fan pages to work together. These are just a few tips that should get you started. Real-time search does present a great opportunity for those who know about it and find creative ways to integrate it into their marketing mix. This is a growing area, so watch for more features, methods, sites, and tools for leveraging real-time search. §

What does real-time search mean for marketers?

Real-time search, while growing, is still in its infancy. But with the major search engines on board, it’s just a matter of time before it grows in adoption. It’s important to keep your eye on opportunities to leverage

Ron is president/CEO of Symetri Internet Marketing, which provides strategic SEM consulting and training. Ron is actively involved in the SEM community, speaking at conferences and seminars, hosting regional SEM events, and providing SEM training and education best practices. He serves on the board of directors for SEMPO and is an author for the SEMPO Institute. @Ron_Jones

SearchEngineStrategies.com § SES

§ FOCUS: trends

10 notable trends from the 2010 SEMPO report

By Marc Engelsman t SES New York this March, the Search Engine Marketing Professional Organization (SEMPO) released the results of its sixth annual “State of Search Market Survey” that was conducted in partnership with Econsultancy. Over the years, the SEMPO report has become the search marketing measuring stick for spending, staffing, trends, and projections. The report contains 119 graphs and charts, but here are 10 notable trends that could impact your search marketing business plans moving forward:

Social and search are following each other. Social media marketing has quickly become a part of the search marketing mix, with 72 percent of the surveyed companies saying they are now engaging in this activity. SEO has remained steady at about 90 percent as an employed tactic, while paid search has shown growth over the past couple of years and is now used by 81 percent of companies. While we did not ask specifically, the clear implication of these numbers is that companies are now integrating their search and social marketing tactics.

Follow the money. Investment in search marketing tactics is expected to reach $16.6 billion in 2010 — a growth rate of 14 percent over 2009. This data is for North America only (U.S. and Canada), and we hope the growing global respondent base will let us expand our ability to estimate worldwide in coming years.

Then follow where the money is coming from. While some of the increased investment in search marketing tactics is coming from newly allocated funds, more of it is coming at the expense of other marketing/ IT programs. Companies were more likely to see budget money coming out of print advertising (49 percent), direct mail (36 percent), and conferences/exhibitions (24 percent). Agencies saw an even larger shift in budget from print advertising (69 percent) with print yellow page advertising second (45 percent) and then direct mail (39 percent).

SES § June 2010 {Toronto}

ROI: the challenge and the were the same, regardless of search tactic: opportunity. Measuring return lack of in-house skills, too time-consuming, on investment is the No. 1 and hard to stay abreast of best practices. challenge search marketers are But how they paid for these services varied facing this year, and it’s happening across widely. all three tactics: SEO (42 percent), paid Do you see what I see? Compasearch (43 percent), and social (63 percent). nies see the personalization However, the metrics and measurability of of search results as the most search tactics (particularly SEO and paid significant trend search) tie nicely to impacting their search the survey’s find72 percent of surveyed marketing efforts, with ings on the primary objectives of generat- companies are engaging 75 percent rating it significant (31 ing leads/sales. This in social media marketing. highly percent) or signifihelps explain the shift cant (44 percent). in spend from other marketing tactics that offer less Agencies see this too (with a combined 81 percent significance) but actually rated the attributable results (see No. 3). rise of local search higher, with a combined There’s no getting 85 percent significance (38 percent highly around Google. significant, 47 percent significant). Paid search investMobilizing for the future. ment in Google Companies and agencies continues to grow in spite of consider the rise of mobile Interthe clear acknowledgement net as a significant trend, along of cost-per-click inflation. More than half the company with the impact of real-time search. Expect respondents (55 percent) say to hear more about these in next year’s they are spending more on SEMPO report. Google versus last year, with a similar number (56 percent) saying More about the SEMPO report that keyword costs on Google are higher This year’s record number of respondents than last year. (1,472) from a record number of countries

Keep your eye on Bing and then decide. That’s what agencies seem to be doing, as 54 percent say they are spending more on Bing versus last year, while confidence in Yahoo appears to be ebbing, with 43 percent saying they are spending less.

6 7

Making do with two (or less). Sixty-two percent of companies say they have two or fewer people inside the organization with any responsibility for search engine marketing. And yet, 51 percent say they are handling SEO in-house, 47 percent are handling paid search in-house, and 63 percent say they are handling social media in-house. Welcome to the new normal. Pay for performance. The above stats on in-house also indicate about half of the responding companies do seem to recognize their limitations and/or the need for expertise. The top three reasons for outsourcing

(68) provides more statistical depth than ever before. The respondents represented a mix of B2B and B2C marketers (46 and 35 percent, respectively — another 18 percent said they were equally B2B and B2C ) across a range of industries, including retail, publishing, health care, and financial services. As in the past, the survey captured data along two parallel tracks, one for advertisers/ companies and another for agencies servicing the advertisers/companies. This year’s survey included social media marketing for the first time as it has quickly become a complementary tactic to search engine optimization (SEO) and paid search marketing programs. § Marc Engelsman is VP client services for Digital Brand Expressions. He led this year’s state of search survey initiative for SEMPO’s research committee and is a frequent speaker on metrics and measurability at search industry events.

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SearchEngineStrategies.com § SES

The need for speed Google’s newest ranking factor promotes a faster, better web. Here’s how to accelerate your site. By Jon Henshaw

hen most Internet users think of Google, they think of a search engine, Gmail, AdWords, and maybe even Google Docs. What they don’t usually think of is the dramatic influence Google has had on the quality of their web experience. Google’s influence on creating a better web came from its desire to make its own search engine better. It did this by creating guidelines for webmasters to follow — guidelines that have since become “Internet law” for many online marketers and publishers. The guidelines cover recommendations and also outline site behaviors that might produce penalties or poor visibility in Google’s search engine. As a result, the company has had a significant impact on the creation of better websites and content. Google has had a positive impact on the web in other ways, too. Phishing and malware detection, Google Public DNS, and Google Accessible Search are just a few of the ways it’s improved web surfing. Now Google has added another initiative – speed. Matt Cutts, the principle engineer of Google’s search quality team, dropped hints for several months that site speed would become a ranking factor in Google’s

SES § June 2010 {Toronto}

COVER STORY / FOCUS: internal improvements §

algorithm. It finally became a reality on April 9 (see the post below). Google’s focus on speed is consistent with its other initiatives. It sees speed as an indication of quality and has found that it provides a better user experience.

Speed techniques

The key to speeding up a website is reduction. You want to reduce the size of data transmitted, the time used to get information from a server, and the number of unique DNS lookups required for finding page content. Here, we’ll look at proven methods for speeding up your website. However, keep in mind that the following speed suggestions could be as simple as tweaking some code on your site, or as difficult as completely redesigning it. The ability to make these changes depends on how your website is constructed, where it’s hosted, and which content management system (CMS) it uses. Image optimization Images are notorious for slowing down sites. There are two ways webmasters can optimize image size. The first technique is to use cascading stylesheets (CSS) for design elements within a layout. The second technique is to always optimize the size of images in a simple image editing application like Pixelmator.

GZIP compression GZIP compression is a technology supported by most hosting providers, and can dramatically reduce the size of the files you serve. In most cases, it will shrink the size of HTML and CSS down to one-third the original size. All major browser support GZIP compression, so there’s no reason not to be using it.

Caching Most webmasters run their sites on a CMS like WordPress, which generates its pages dynamically. That means every page request to the CMS requires communication to a database before it can fully generate a page. This not only can slow down page speed for visitors to your site, it can also slow down access to Googlebot. The best way to rectify this problem is to implement a technology called caching. Caching makes a static copy of a dynamically-generated page, which enables pages to load faster, even if the site is getting a lot of traffic.

Want to learn more? Jon will be speaking at Friday’s 10:30 a.m. session, “SEO Super Tools.” For more information, visit

SearchEngineStrategies.com/toronto creating an asynchronous tracking code for its Google Analytics service. The code removes the need to retrieve data from its servers, and caches the necessary code that’s used to capture site traffic statistics.

Minimalist layouts The more text, images, videos, ads, and JavaScript you put on a web page, the longer Content delivery network it’s going to take to load. Excess content can For high traffic sites, caching data isn’t also dilute the meaning of the target content always enough. This is especially true for to Google. Consider sites that serve a lot providing the bare of images and videos. The key to speeding up minimum amount In cases like these, of content needed a website is reduction, it’s often best to use to communicate a including the size of data a content delivery targeted message. For network (CDN). In the transmitted and the number example, consider past, CDNs weren’t simplifying the main of unique DNS lookups. accessible or affordnavigation, breaking able for sites on a up content into multismall budget. However, since the inception ple sections and pages, and only showing a of Amazon Web Services (AWS), almost any couple ads, instead of 10 or more on a page. webmaster can utilize a CDN for his site. Minimal DNS lookups While CDNs are an excellent way to handle the delivery of files on high traffic sites, they also count as a DNS lookup. The same is true for any object on a web page that isn’t stored on the main server. DNS lookups can add up quickly, especially if the page is utilizing multiple advertising services and third-party widgets. If a page requires Googlebot to make several DNS lookups before it can retrieve the content, it can cause the page load to take even slower. The solution is to keep DNS lookups to a minimum. Consider using only one dynamic advertising service, and hosting additional ads locally or on the same CDN you use for images and videos. Google Analytics tracking codes Tracking code for site analytics is a potential cause for slow-loading pages. Google has attempted to alleviate this problem by

Official Google Webmaster Central Blog

April 9, 2010

Speeding up websites is important — not just to site owners, but to all Internet users. Faster sites create happy users, and we’ve seen in our internal studies that when a site responds slowly, visitors spend less time there. But faster sites don’t just improve user experience; recent data shows that improving site speed also reduces operating costs. Like us, our users place a lot of value in speed — that’s why we’ve decided to take site speed into account in our search rankings. We use a variety of sources to determine the speed of a site relative to other sites.

Testing speed results

As you make adjustments to your site, you’ll want to use a site speed tool to learn how fast (or slow) your pages are. One of the best speed testing tools is Google’s “Page Speed” add-on for Firefox (http:// code.google.com/speed/page-speed/). The add-on analyzes every element of a web page and scores it based on performance. It also provides a list of items that should be improved, along with items that are already optimized. If you don’t want to install any software, you can use Pingdom’s “Full Page Test” (http://tools.pingdom.com/). In addition to these tools, Google also provides a site performance graph in Webmaster Tools. If your site has enough traffic, it will graph site speed over time. §

Jon Henshaw is a veteran of the Internet marketing and web development industry. He started his first web design company in 1996 and has worked with numerous startup companies and corporations. He co-founded Raven, which is quickly becoming an industry standard SaaS for managing and reporting on Internet marketing campaigns. @RavenJon

SearchEngineStrategies.com § SES

3 simple steps to boost your PPC ROI

f you’re looking to get more bang for your buck from your PPC advertising efforts, I’ll be helping people do just that at SES Toronto. During Friday’s search ads and landing page clinic, you’ll get a sneak peak at my process. Even though we’re dealing with simple 95-character ads here, getting results is not always easy. The PPC search process includes three parts that you absolutely have to get right:

Target properly Make sure that your ads are shown to the right people. Pick the right keywords and organize campaigns and ad groups.

Recognize value Understand that not everyone you target deserves the same value. Set them apart with smart bidding, and match type strategies to make sure the right ads are showing to the right people at the right cost.

SES § June 2010 {Toronto}

By Noran El-Shinnawy

Satisfy visitors Create a relevant, valuable experience for consumers. Compel them with ad copy, and convert them with landing pages. Let’s focus on the satisfying part — how to get visitors to click on your ad and then convert them once they arrive on your landing page. I use a formula developed by conversion guru Bryan Eisenberg, the “conversion trinity,” a simple but very effective way to optimize your PPC ads and landing pages by examining the following three dimensions: Relevance: Focus on the intent of your visitors and deliver the most relevant content for their needs. Value: Make sure your audience understands the value of purchasing from you. Call-to-action (CTA): Ensure that your visitors not only know what action they should take next, but that they feel comfortable taking it as well.

FOCUS: paid search §

As an example, let’s examine ads and landing pages for BlackForestDecor.com. Let’s say you want to buy some decor for your cabin. You head to your favorite search engine, type in “cabin decor,” and observe the results. The first result reads: “Cabin Decor Deals. Bear, Moose & Lodge Accessories Save 20 to 30%” Now let’s apply the conversion trinity to the ad first.

Relevance: I’m looking for cabin décor, and the ad headline and copy refer to cabin decor. This gives me the sense that I might be in the right place. Value: The headline tells me that I’ll be seeing “deals,” and the body reinforces it by specifying that I can “Save 20 to 30%.” CTA: Your CTA is equally as important in your ad text as it is on your landing page. What is it that you want me to do when I click on your ad? Do I “buy” your cabin decor? Do I “compare” it with other brands? There are two reasons you want a clear, strong CTA in your ad text. The first is a no-brainer — you need to tell people what to do. Secondly, and more importantly, it helps you better target visitors depending on where they are in their buying cycle. Someone “browsing” is not the same as someone “comparing” — and both of these are very different from someone who is ready to buy. Think of how many clicks you could save.

Implement these tips in your ad text, and you win the ad battle. Carry it through to your landing page, and you win the search war. Part of winning the war is getting leverage from your competitors. Upon reviewing the competitors’ ads, you’ll notice one of them refers to “cabin bedding.”

Cabin bedding happens to be the most popular product category that visitors are looking for when they do a search for “cabin decor.” So we can make the ad copy more powerful by changing it to: “Bear, Moose & Lodge Bedding & Accessories. Save 20 to 30%”. We’ve now aligned the unspoken intent of the searcher with our ad copy and made the ad more relevant to his needs. Now let’s see what happens when we click on BlackForestDecor’s ad and go to its landing page.

I feel torn. On one hand, the landing page does a decent job on its own. On the other, there’s a bit of a disconnect from the ad. Let’s apply the conversion trinity to the landing page. Relevance: I clicked on cabin decor and arrived at a site that sells cabin decor. That’s always a good sign. Value: I expected to see something

Want to learn more? Noran will be speaking at Friday’s 1:45 p.m. session, “Search Ads & Landing Page Clinic.” For more information, visit

SearchEngineStrategies.com/toronto about the “deal” in the headline, but instead all I see is that it “ends April 23.” Where is that “deal,” and how do I get to it before it’s too late? I’m thrilled that you offer free shipping, but why didn’t you tell me so in your ad? It would have made it really stand out from the competition. CTA: I only see one CTA on this page — “request our catalog” — and unfortunately, it has no connection to the ad copy. Ideally, I’d like to see a CTA about the best “deals” or clicking to save “20 to 30%.” I used this simple but powerful formula with a client in March. The results were a 132 percent conversion lift in less than eight weeks. So apply the conversion trinity to your ads and landing pages right away. But if you’d like some help, be sure to take part in Friday’s search ads and landing page clinic. § Noran El-Shinnawy is an Internet marketing manager at Acquisio who creates web copy and landing pages that convert, and PowerPoints that tell a story. With a passion for understanding today’s customer, she analyzes the PPC customer’s journey and optimizes that experience. Noran blogs about PPC and conversion. She recently completed a master certification in conversion optimization with MarketMotive, where she continues to help new students. When she’s not online, Noran is either traveling or diving with sharks in the Red Sea. @noranshinnawy

SearchEngineStrategies.com § SES

§ FOCUS: paid search

Case study: Should you rethink your assumptions on ad position? By Andrew Goodman

idding to ROI has always been a paid search marketing staple. However, when it comes to higher ad positions, many of us have resisted throwing more money at keywords. Long-ingrained habits have us avoiding ad position No. 1 because it’s often prohibitively expensive, given the apparently similar visibility of the No. 2 or No. 3 ad slots. But is that stance empirically based? The only way to really learn the click volume and ROI impact of higher ad positions is to occupy those positions by upping bids. So we did just that. We ran a bid increase (ad position) test to find out whether that slightly increased average ad position on a core keyword generates enough volume at a reasonable ROI to justify the more aggressive bid.

Misconceptions and red flags

It’s easy to misread the true meaning of an average ad position of, say, 2.7, especially in the current auction system. Depending on the other contenders in the auction, time of day, geography, competitors’ daily and monthly budgets, and other factors, your ads might still be showing in ad positions five, six, or lower more often than you might think. It gets even more complex. Quality score affects not only ad rank today, but “eligibility” in the auction. Bid more, and your resulting ad rank powers through any situational weakness, thereby overcoming (rankwise) competitors who might rank well only under ideal conditions. Furthermore, we typically fail to appreciate the click-through rate (CTR) gap between higher and lower ad positions. Our opinion that average ad position 2.7 is “OK” volumewise might only be a guess. But 1.9 might be a lot more “OK.” In our real-world test (average ad position before: 2.7; after, 1.9), CTR increased 22.2 percent between the first and last test period, and clicks increased 34.5 percent. Was 2.7 really “OK” if the business is seeking growth? Depending on the scenario, conversion rates can be higher or lower out of different ad positions. In certain cases, higher-position ads convert better than expected, offsetting

Want to learn more? Andrew will be speaking at Friday’s 1:45 p.m. session, “Canada-Specific SEO & PPC Issues.” For more information, visit

SearchEngineStrategies.com/toronto 32

SES § June 2010 {Toronto}

Bid Test: “jumbo blue gumballs” Dates Average cost per click (CPC) Clicks

Baseline

Bid Increase No. 1

Bid Increase No. 2

Bid Increase No. 3

April 7-13

April 14-20

April 21-27

April 28-May 4

$1.39

$1.48

$1.86

$1.84

394

460

495

530

Impressions

18,199

20,361

20,207

20,050

Click-through rate (CTR)

2.16%

2.26%

2.45%

2.64%

Conversions

Average position

2.7

2.3

1.9

Conversion rate

9.90%

10.65%

10.51%

11.15%

Cost/conversion (1 per click)

$14.08

$13.85

$17.67

$16.50 ClickZ.com

some of the increased cost of the clicks. So, don’t be surprised when you see the Google AdWords bid simulator predicting increases in clicks for bid levels well above your current bid, even though you may already be up there in a lofty average ad position of, say, 2.1. For our test key phrase, the simulator shows impressions leveling out above a certain bid, but clicks keep ramping up at higher bids, indicating a higher and higher proportion of ads are served in the mega-CTR zone of ad positions one and two. To find out the real-world impact of bid and ad position increases, simply raise bids by a significant percentage above your current bid, and compare all the key metrics week to week: actual cost per click (CPC), ad position, impressions, CTR, total clicks, conversions, cost per acquisition (CPA), and return on ad spend (ROAS) on a specific keyword or phrase.

Case study

We ran the test with the phrase “jumbo blue gumballs” (fictitious to protect confidentiality, but the data is real). There are four test periods: baseline, bid increase number one, bid increase number two, and bid increase number three.

Conclusions

The test results were eye-opening. An unsuccessful, cautiously-managed business certainly couldn’t laugh off a 32.3 percent increase in CPC on a core keyword. Here, we saw that despite increasing bids, after “bid increase No. 3,” the actual average CPC fell slightly instead of rising. Moreover, CTRs, conversions, click volume, and conversion rate all increased, while the increasing CPA leveled off and actually decreased slightly in the last period despite our higher bids.

ROAS (not shared here) leveled off slightly, but only slightly. The end result in this case — at least for now — is a 51.3 percent increase in conversions based on an aggressive stance toward the auction, resulting in a rise in average ad position from 2.7 to 1.9. (The last two periods were both 1.9 “on average,” but volume was still higher in the final period.) The ROAS is fully acceptable and the CPA isn’t running out of control. The revenue increase is close to proportional with the 51.3 percent increase in conversions, and associated profit increased significantly. Not only that, but there is a dramatic increase in new customer acquisition, which may lead to re-orders as customers for “jumbo blue gumballs” have a significant lifetime value. Our latest increase on the (undisclosed) maximum bid is only 9.5 percent, and I’d expect only a 5 percent or so increase in the actual average CPC. Depending on the keyword, there’s more upside potential in click, conversion, sales, and profit than you might think in the seemingly trivial space above those 3.2, 2.7, and 2.5 average ad positions. In your line of business, on core keywords, you might even want to know how the economics of 1.8 differ from the economics of 1.5. I don’t blame you if you just drifted off. But if you’re a certain type of business owner, you just zeroed in on the part about “51.3 percent increase in conversions.” Wide awake yet? § Andrew Goodman is founder and president of Toronto-based Page Zero Media. He is also co-founder of Traffick.com, author of Winning Results with Google AdWords (McGraw-Hill), and frequently quoted in the business press. @andrew_goodman

SearchEngineStrategies.com ยง SES

§ FOCUS: mobile

Apple and Google face off in mobile search and beyond

By Julie Batten oogle has been the market share leader in the search space for as long as anyone can really remember. But with the surge in smartphone usage, Google is being forced to rethink its business model to align with the attitudes and behaviors of people who use mobile phones. To add fuel to the fire, Google is now facing increasing risk from strong competitors in the digital space; most importantly, Apple. In perhaps an attempt to combat this threat, Google launched the Android operating system (OS) a couple of years ago, but recently updated it to version 2.1 and wrapped it in

SES § June 2010 {Toronto}

a compelling smartphone package. Nexus dynamic advertising within apps, which One, launched in January 2010, is Google’s contrasts greatly with the mainly text first foray into the smartphone market, and versions that are a mainstay of Google’s offerings. Apple according to Wired, CEO Steve Jobs even it’s a pretty strong Apple’s dynamic contends that consumentry. advertising within apps ers will no longer seek Less than a year contrasts greatly with data from their mobile ago, Gartner made browser; instead, a prediction that the Google’s browser and they’ll use their apps Android OS would text-based offerings. to get on-demand overtake Apple in just data. Hence, Apple’s two years. Gartner is forecasting that the Android will achieve the emphasis on in-app advertising. In an article by TechCrunch, Leena Rao No. 2 position, along with 14 percent market notes that “Jobs is essentially saying that share, by 2012. As per Ken Dulaney, in an interview with search is irrelevant on mobile devices, which Computerworld: “The Gartner forecast gives seems to go against Google strategy with its Android such an enormous surge in popular- Android platform.” That said, Apple doesn’t appear to be ity because of a variety of factors, but chiefly because of Google Inc.’s backing of Android completely walking away from mobile and the range of cloud computing functions search. There’s been speculation that it will and related applications that Google will replace the search engine on its phones with Bing. iPhone users also may have noticed make available in coming years.” This prediction has got to be an ominous that the search button in their iPhone browser one for the folks at Apple. It might have now says “Search” — not “Google.” In the mobile advertising space, Google helped spur Apple’s entry into more of Google’s territory — mobile advertising, is fighting back with its (pending FTC approval) purchase of AdMob, a leading that is. Although mobile advertising still has mobile advertising network that Apple was yet to truly take off, Google has held the actually trying to purchase a while back. These are just a few examples of the ways lion’s share of whatever revenue there that these two digital giants are going headis through its mobile to-head. A fantastic article by BusinessWeek, AdWords offering. “Apple vs. Google” takes a more in-depth But all of that could look at Apple and Google’s rivalry, providpotentially be at risk ing more context and detail around some of with Apple’s intro- these issues. § duction of iAd. Julie Batten is VP, media strategy Through the at Klick Communications. She is acquisition of Quatresponsible for developing and tro Wireless, Apple managing online marketing camsignificantly upped paigns for world-class brands. its capabilities in the She previously led the SEM mobile advertising practice at Non-linear Creations, where she managed the search space, enabling it to launch its own mobile marketing team to deliver exceptional results in both organic and paid search campaigns. Having written ad platform. several numerous articles, instructed online courses, Apple’s platform and spoken at various seminars on the topic, Julie is focuses on interactive, well-versed in all things search.

iReviews

where your voice counts.

ClickZ.com/ireviews

is where marketers and executives like you can write product reviews, share experiences, and build a reputation in the online marketing space.

Ad & Interactive Agencies • Ad Networks & Exchanges • Ad Technologies • Affiliate & Performance Marketing Analytics & Measurement • Associations • Content Development and Distribution • Content Management Systems Creative Services & Development • Direct Response Services • Domain & Hosting • E-commerce Solutions E-mail Solution Providers • Emerging Technologies • Lead & Demand Solutions • Legal • Local & Mobile Market Research & Business Intelligence • Marketing Automation & CRM • Optimization & Targeting Pay-per-call Solutions • Pay-per-click (PPC) Tools • Publications • Search Engine Marketing (SEM) Agencies Search Engine Optimization (SEO) Tools • Search Engines & Directories • Social Media Applications Staffing & Job Search • Training & Certification • Video & Webcasting

SearchEngineStrategies.com § SES

§ FOCUS: conversion

How to corral e-commerce holdouts

By Stephen Cravens ebsite specialists have become extremely effective, testing and optimizing their way toward creating well-oiled checkout machines. The scalability of the digital storefront makes MBAs and scrappy entrepreneurs sing in perfect harmony. The part of our brain that loves completeness admires the elegance of analyzing online conversions. There is a catch, however, and it has to do with those stubborn consumers who like to use the phone. Digital marketers must decide whether there’s room under the analytics tent for offline conversions. Data — and intuition — suggest these telephone stalwarts are not going away, so what’s the play here? By tracking calls, marketers can get rich data from those who take action over the Marketers in the travel space phone. increased their search investCall measurement by 21 percent in March. ment has been Source: Efficient Frontier around for years A For more details, check out ClickZ Stats. to track print campaigns, allowing advertisers to know which media generate phone calls. Recent breakthroughs now allow a merchant to tie an incoming call to the search engine keyword and referring source that delivered the caller. To illustrate, here’s a short walking tour of how a typical business warms up to call measurement:

21%

Level 1: Validate media spending

Advertisers are initially drawn to the idea of call measurement and call tracking because of the prospect of eliminating

SES § June 2010 {Toronto}

contact with this prospective customer? Will new marketing campaigns be focused on the preferences/habits that have been demonstrated in the responses to prior campaigns? Is the call data being effectively integrated with the company’s day-to-day business software and processes? Level 2: Evaluate how calls are The progression from the first level to the handled third happens quickly and naturally. Many of When a company’s managers are ready to move beyond simple quantitative analy- the advertisers we work with initially think sis, a comprehensive call measurement they only need to validate their marketing program will allow them to monitor the expenditures, but we go ahead and throw in the call recording effectiveness of their capabilities. It usually team’s response. Are Digital marketers takes about one day incoming calls being must decide whether before the merchant handled properly? wants to listen and there’s room under the Are customer service track every business representatives hitting analytics tent for offline call. their talking points? conversions. Moving from the When the sales team second level to the makes a follow-up call, are the agents sharing consistent infor- third level requires a bigger push, but managmation with the new leads? These ques- ers quickly realize the value of efficient lead tions can be answered by monitoring the management. We’re working hard to create call audio recordings of inbound and outbound calls. After listening to a call, the manager measurement tools that allow advertisers to can append subjective information that will gain greater insight into how their marketing dollars are performing. prove helpful for future analysis. Online marketing can yield incredible amounts of detailed guidance that has never Level 3: Capitalize on the before been available to marketing planners. knowledge that has been Make sure your performance metrics go collected beyond a simple click count, and you’ll find At this point, the marketing manager has those holdouts you may have been missing. § focused spending on top-performing placeStephen Cravens is head of marments (Level 1) and then ensured that all keting at Century Interactive, a calls are being handled properly (Level 2). phone call analytics company that The next step is to use the data that’s helps thousands of businesses been collected through the call measurement measure their marketing ROI and program. Are these leads being converted improve the way they communiinto long-term customers? If the initial call is cate with prospects and customers through innovative telephone simply an information query, are the proper follow-up procedures in place to stay in solutions. @stevecravens

wasteful spending on ads that are not working. Companies can measure the number of responses an ad generates to gauge which types of media — or which providers — are producing the highest rates of return.

Speaker Bios SearchEngineStrategies.com ยง SES

Jonathan Allen

Director SearchEngineWatch.com Jonathan came on board as 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 joining 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 also co-founded Moblog:tech, an award-winning mobile social networking software provider and owner of the Webby awardwinning mobile social network, Moblog. In 2009, Moblog won the experimental and innovation Webby award for a collaborative mapping project with Shozu. Convergence of the search, social, mobile, and gaming industries is what is really inspiring Jonathan in 2010. @jc1000000

Andrew Assad

Market Research Manager, Consumer & Online Microsoft Canada Andrew Assad, market research manager for consumer and online at Microsoft Canada, has a talent for finding the consumer voice in research and translating statistics into stories that reflect Canadians’ online behavior and opinions. His more than 10 years of research experience includes being director at the Calgary office of the Environics Research Group, where he focused on brand performance tracking. Andrew earned an executive MBA from the University of Calgary. He is passionate about consumer research and looks forward to continually deepening his understanding of consumers’ PC, mobile, and web needs.

Puneet Bhasin

Independent IT Consultant

Puneet disassembled his first computer when he was 6 years old, and it was love at first byte. He’s worked in the IT industry for more than 10 years, providing solutions and implementations for companies both in-house and as a consultant. He has managed IT projects from small-scale hardware rollouts to large implementations of corporate infrastructure software. Puneet is currently working as a consultant specializing in bridging IT departments with their in-house digital marketing departments. @puneetbhasin

Michael Bonfils

Speaker Bios

International Managing Director SEM International Michael Bonfils is the international managing director of SEM International, specializing in providing international and multilingual search engine marketing management services for global advertising agencies, search engine marketing agencies, and Fortune 1000 firms. Michael is a contributor to national publications and events such as Search Engine Watch, Witi, and Webmasterworld’s Pubcon. Previously, he was the founder of a successful contextual/behavioral advertising agency that he sold in 2004. Since 1996, Michael has helped pioneer best practices in global search engine marketing, and he’s led innovations in technology advertising. He sits on the board of directors for many organizations,

SES § June 2010 {Toronto}

including the TechBiz Connection. He is the former VP Communications for the American Marketing Association (SOCAL). His company services more than 100 clients worldwide and currently operates and has offices in North America, Europe, and Asia.

Guillaume Bouchard CEO & Co-founder NVI

Guillaume Bouchard is co-founder and president of NVI, a Montreal-based company specializing in interactive strategies. Founded in 2004, NVI has become the largest web agency specializing in SEO and social media in Canada, with more than 50 employees. NVI’s mission is to build viable revenue models on the Internet for its customers by developing and marketing web platforms. A graduate from HEC Montreal, Guillaume forged his entrepreneurial character with nine years of experience as a consultant, blogger, and public speaker at major international events. He is a highly sought-after conference speaker across North American events, inluding SES Toronto, PubCon, and Infopresse. Guillaume develops long-term partnerships with his customers, offering them a clear perspective of the web in terms of return on investment. He knows how to surprise the market, maximizing websites that don’t usually get the attention they deserve. @guillaumeseo

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. She has secured global Fortune 1000 corporate strategic alliances; initiates, negotiates, and closes corporate barters; secures competitive intelligence and benchmarking campaigns; and also focuses on search engine optimization (SEO), SEO-PR, social media, website analysis, and monetizing websites. Erika’s specialty at Frost & Sullivan is launching, rebranding and repositioning firms via search engine positioning. She has more than 13 years of experience as an SEO practitioner and coder. Her M.A. in English augments her abilities — she writes copy for websites, press releases, and social media. Erika has deep technical knowledge in building custom websites from scratch. Her additional skill sets include design, site architecture, keyword research, usability testing, metadata, monetizing social media, increasing conversion rates, and achieving top 10 rankings on search engines.

Lisa Buyer

President & CEO The Buyer Group When it comes to relationships, Lisa Buyer believes the connection between social media, search, and public relations is exponential. As the founder of three media companies and CEO of The Buyer Group, Lisa is ambitious about the influence public relations has on social media and SEO/SEM, and she continues to share her innovative approach with clients, peers, and associates. The Buyer Group is an interactive PR and branding agency in South Florida that also offers consulting services for agencies transitioning from old school media to today’s best search engine strategies. Clients include public and private companies in the technology, real estate, and health/beauty industries. Lisa is a regular speaker and moderator at national conferences, including Search Engine Strategies and PubCon. She is a certified Google AdWords professional and SEMPO and SFIMA member. @lisabuyer

Senior Search Marketing Manager Intuit Canada, Global Business Division Laura has been involved in web marketing since 1998 and has extensive in-house and agency experience with SEO and PPC. She is currently the senior search marketing manager for Intuit’s global small business division. Having worked in the U.K., South Africa, and Canada, Laura’s previous clients through various agencies include Microsoft Partners, Rolex, Mercedes Benz, Hyatt hotels, Moen, Pampers, and Dell and other large and small companies across the globe. In her current role, she oversees all global small business SEO and PPC initiatives from planning through implementation, coordinates cross-discipline production, facilitates communication and achievement of organic and paid search-related KPIs, and handles vendor selection and management.

Jason Dailey

Country Lead, Solution Specialist Sales Microsoft Advertising Canada Jason is the country lead for solution specialist sales at Microsoft Advertising Canada. He manages a team of digital media experts across multiple disciplines (gaming, mobile, video, targeting, search, performance advertising, and more), providing innovation, inspiration and integration. Previously, he was client services manager with Microsoft in New York, leading a team of search strategists that provided world-class service and account management to premium search advertisers. Prior to joining Microsoft, he served as strategic planning manager at Travelzoo, where he oversaw all search engine marketing initiatives, analyzed strategic projects, and launched and managed new products, including Travelzoo’s meta-search engine.

Tami Dalley

Director, User Experience Optimization ROI Labs Tami Dalley is the director of user experience optimization at ROI Labs, a leading provider of global web analytics consulting services. A self-proclaimed “fanatical explorer,” Tami’s expertise includes deep-dive web analytics, usability consulting, competitive intelligence, landing page design, and multivariate testing. In 2008, her work was honored with the Search Engine Strategies award for “most effective use of web analytics.” Tami is also a noted industry thought leader and has spoken at such events as Search Engine Strategies, Search Marketing Expo, and Conversion University.

Stoney deGeyter

President Pole Position Marketing 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 SEO, SEM, and small business articles. Stoney pioneered the concept of destination search engine marketing, which is 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; Keyword Research and Selection, and Destination Search Engine Marketing. @stoneyd

Heather Dougherty Director, Research Hitwise

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

Bryan Eisenberg

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

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). Mona is 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

SearchEngineStrategies.com § SES

Speaker Bios

Laura Callow

Noran El-Shinnawy

Internet Marketing Manager Acquisio Noran El-Shinnawy is an Internet marketing manager at Acquisio who creates effective web copy, landing pages that convert, and PowerPoints that tell a story. Her passion for understanding today’s customer helps her analyze industry trends and keep up with the latest in PPC, the voice of customer, analytics, and conversion optimization. She specializes in analyzing the PPC customer’s journey and optimizing that experience. Noran blogs about the voice of the customer and analytics. She recently completed a master certification in conversion optimization with Market Motive, and is now helping new conversion candidates with their course work and assignments. When Noran is not online, she’s either traveling or diving with sharks in the Red Sea. @noranshinnawy

Tracy Falke

Social Media Specialist Freestyle Interactive Tracy Falke runs content, SEO, SEM, and social for Freestyle Interactive, one of the largest full-service creative digital agencies in the U.K. She also works with their art directors to conceive, execute and manage CRM campaigns. Freestyle provides strategic planning, creative design, and technical build across a full range of digital services, including websites, e-mail marketing, search engine marketing, online advertising, mobile marketing, social media marketing, online PR, digital asset managment. Freestyle Interactive’s clients include TNT, Lloyds TSB, Virgin Active, Amtico, Baxi, Land Rover, Arriva Buses, City University London, Alstom, Thales, Marstons, and Volvo Cars.

Peter Farfaras

Solution Specialist, Emerging Media Microsoft Advertising Canada

Peter joined MSN Canada in 2005 and immediately set about taking online video to the next level by highlighting the impact that video would have in the years ahead. Peter is looking to replicate this strategy within the mobile landscape for MSNMobile.ca and Microsoft Advertising. He is chair of the IAB video committee. Previously, Peter spent 10 years in London, where he gained experience in print, digital media/mobile, and global sponsorships. He’s held advertising and commercial management roles for the largest privately owned publishing company in the U.K. (Haymarket), specializing in the automotive, motorsport, and corporate media lines of business.

Mathijs Gajentaan

Speaker Bios

CEO & Co-founder Winvolve

Mathijs Gajentaan is co-founder and CEO of Winvolve Inc., a new media development firm that specializes in creating engaging interactive and augmented reality experiences. Winvolve is a representing partner for Layar in North America. Mathijs has more than 15 years of experience in interactive and digital media and has worked in various senior roles with large international firms and well-known brands such as Nestle, KPN Telecom, and WPP.

SES § June 2010 {Toronto}

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.

Andrew Goodman President Page Zero Media

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

Dan Greene

Head of Online Sales & Operations Google TV Ads Dan Greene is the head of online sales and operations for the TV ads group at Google. He and his team are responsible for managing and growing this emerging advertising business for Google’s online channel. Dan joined Google in 2007 and spent his first two years managing the travel industry ad group. As the head of travel, he and his team developed both online SEM and SEO marketing strategies as well as integrated marketing plans involving Google TV, YouTube, and display-based advertising. Prior to joining Google, Dan was the VP of business operations for an aviation startup company. Prior to that, he was director of deal development and special programs for Rubloff Development Group. Dan spent the first 11 years of his career in the U.S. Navy, serving as a carrier-based fighter pilot and the director of operations for several different Navy units.

Mike Grehan

VP, Global Content, SES/SEW/ClickZ 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, he worked as a search marketing consultant with a number

Speaker Bios SearchEngineStrategies.com ยง SES

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 the author of numerous books and white papers on the subject. He is co-chair of the Search Engine Strategies advisory board. In March 2010, he was elected to SEMPO’s board of directors. @mikegrehan

Ling Guan

Professor, Canada Research Chair Ryerson University, Toronto Ling Guan is a Tier I Canada research chair in multimedia and computer technology, and a professor of electrical and computer engineering at Ryerson University in Toronto. He received his bachelor’s degree from Tianjin University, China, master’s degree from University of Waterloo, and Ph.D. from the University of British Columbia. Ling works on image, video, and multimedia signal processing, and he’s been published extensively in the field. He currently serves on editorial boards for the Institute of Electrical and Electronics Engineers (IEEE) and other international journals. He chaired a 2006 IEEE international conference in Toronto and is a fellow of the IEEE, a fellow of the Engineering Institute of Canada, and an elected member of the Canadian Academy of Engineering.

Jim Hedger

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

Jon Henshaw

Speaker Bios

Co-Founder & Product Manager Raven Jon Henshaw is a veteran of the Internet marketing and web design industry. He started his first company in 1996, and has had experience working with numerous startup companies and corporations, including Visa. In 2007, Henshaw co-founded Raven Internet Marketing Tools. Raven provides a suite of tools that allows Internet marketers to research, manage, monitor, and report on all aspects of their campaigns. Raven has become an industry standard for agencies, in-house marketing departments, and Internet marketing professionals around the world. Henshaw is regarded as an expert in the Internet marketing industry, has written extensively about Internet marketing, and speaks often at industry conferences. He’s been quoted and mentioned on Monster.com, CNET News, Website Magazine, Houston Chronicle, and Search Engine Journal. He also developed and taught Internet marketing courses for the University of San Francisco, and been the guest speaker at universities, including Vanderbilt’s prestigious Owen Graduate School of Management. @ravenjon

SES § June 2010 {Toronto}

Greg Jarboe

President & Co-founder SEO-PR Greg Jarboe is the president and co-founder of SEO-PR, which is 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 also 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 and New York Times bestselling author, says, “What makes Greg so great at online PR is his captivating storytelling ability.” @gregjarboe

Neil Johnson

Account Director High Road Communications Neil works strategically with High Road Communications clients to build marketing and communications programs that unlock the full potential of key messages across all channels, online and offline. He helps clients find ways to use social media and search to supplement, lead or replace traditional media and public relations efforts. Since joining the company four years ago, Neil has led exciting work with some of High Road’s largest clients. He works with large multinational clients, like Magna International, Bristol MyersSquibb, and Sun Life Financial, who are trying to increase their global online reach. He works with influential Canadian brands, like TELUS and Maple Leaf, who are trying to expand their digital footprint with customers and stakeholders and then measure the impact.

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 diverse organizations ranging from small/medium B2B and highend corporate, to travel, realty, software, religion, nonprofit, education, and multinational organizations. Jeff worked as an independent website 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, advisor and speaker on a variety of SEO, web content management, and website optimization topics. He is also an expert in the area of landing pages, web analytics, and social web optimization. @thewiredserf

Anne Kennedy

International Search Strategist Beyond Ink USA Anne covers fast-changing Internet trends, such as “Is Facebook a Global Player?” published January 2010 by Search Engine Marketing Journal. She guest blogs for Microsoft and speaks at marketing events worldwide on search marketing, predicting that it will be

Dan Klyn

Information Architect Riders Discount Dan Klyn is an information architect and e-commerce strategist at RidersDiscount.com, and he teaches the information architecture course at the University of Michigan School of Information. Prior to a 30-month stint as in-house information architect and director of e-commerce at Flannel, Dan worked as an IA consultant with agencies Enlighten, Pure Visibility, and Fry; as director of information architecture at Q LTD; and as a web designer at Allmusic.com. Dan’s academic background is in librarianship, and his interests and expertise are primarily in e-commerce and web video. His client roster includes Lumber Liquidators, Time-Life, ShopAtHomeTV, American Girl, TJ Maxx, Artistry Cosmetics, Rose Brand, British Virgin Islands Tourism Board, Costa Del Mar, Tobacco-Free Florida, SIGGRAPH, Ross School of Business, NOOMA, and world-famous folk music venue The Ark. His specialties include information architecture design and strategy, interaction and design patterns for online video, web analytics, social media strategy, teaching, presenting, online retail operations, and optimization.

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

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 also 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 and is the social media faculty chair at MarketMotive. Jennifer

is a highly requested speaker and trainer and is also 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

Judith Lewis Head of Search Project Metal

As search director at i-level, Judith worked strategically with the search team for clients including Fidelity, GalaCoral, the National Gallery, NBC Universal, Readers Digest, Bayer, RBS & NatWest, the CIPD, Orange, and the COI (U.K. government), creating integrated strategies involving paid and natural search combined with social media marketing. At Project Metal, Judith heads the specialist search team, working to deliver a fully integrated digital solution to clients. She is working on integrated online strategic solutions, online reputation management, social media engagement strategies, technical auditing, optimization of digital assets (text, image, video, news, etc), bespoke training, search consultancy, and competitive assessment and analysis. Judith writes regularly for SEO Chicks as a blogger, Centaur’s “Technology Weekly”, a B2B newsletter covering news around the Internet, and Mostly About Chocolate, where she writes about her other passion. She speaks at various conferences and enjoys sharing her knowledge.

June Li

Founder & Managing Director ClickInsight June Li is managing director of ClickInsight, which helps maximize the success of online initiatives by helping customers define website goals and measure key metrics. June has more than 20 years of e-business, marketing, manufacturing, logistics, and sales experience, and specializes in developing continuous improvement strategies. She has spoken repeatedly at Search Engine Strategies and Emetrics Marketing Optimization Summit, recently co-chairing of Emetrics Toronto. A member of the Web Analytics Association, June currently teaches two web analytics courses at the University of Toronto, and is on the Canadian Marketing Association’s marketing technology and database intelligence council. @June_Li

Paul Madden

Owner Crea8 New Media Paul Madden is a U.K.-based SEO and entrepreneur and has been making a living online for the past 10 years. Paul is more commonly known as SEOidiot and specialises in the darker arts of black-hat SEO. Operating both with clients around the world and through his own sites, Paul now actively explores as many methods for automating and benefiting from social media as possible. @seoidiot

Ian McAnerin

CEO McAnerin Networks Inc. Ian McAnerin is a well-known expert in international search marketing, and the founder and CEO of McAnerin International Inc. He is a moderator for several search-related forums, and is widely published both online and in print. He has authored several popular SEO-related tools and has a patent pending for a search-related geolocation technology. He was the founder and first president SearchEngineStrategies.com § SES

Speaker Bios

viral, visual, and mobile. She served as technical editor for “When Search Meets Usability” by noted author Shari Thurow, published in 2009. U.S.-based Beyond Ink is in two Portlands, Maine and Oregon, and international partners with Nordic eMarketing in Reykjavik, Iceland, with offices in China, Czech Republic, Denmark, Sweden, and the U.K. In marketing for 40 years, Anne founded Beyond Ink in 1997 to bring sound principles of marketing to online media and has provided search engine marketing consulting to hundreds of companies, including Hearst Newspapers, Philips Lifeline, and Dunkin Donuts, and launched dotcoms Zillow, Avvo, JibJab, and AmericanTowns. @annekennedy

of the Search Marketing Association of North America, and has special interest in SEO legal issues due to his legal background. He is the host for the China Search Marketing Tour, and is a member of SEMPO, serving on the international, Asia, Canada, Latin America, and ethics committees within SEMPO. He is both a certified Google AdWords professional and a Yahoo Search Marketing ambassador, and is a member of the ACM special interest group for information retrieval (SIGIR), the organization for scientific studies regarding search technology.

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

Peter Morville President Semantic Studios

Peter Morville is a writer, speaker, and consultant. He is best known for helping to create the discipline of information architecture. His bestselling books include Information Architecture for the World Wide Web and Ambient Findability. Peter’s latest book, Search Patterns, was published by O’Reilly Media in January 2010. He advises such clients as AT&T, Harvard, IBM, the Library of Congress, Microsoft, the National Cancer Institute, Vodafone, and the Weather Channel. His work on experience design and the future of search has been covered by Business Week, The Economist, Fortune, NPR, and The Wall Street Journal. Peter lives in Ann Arbor, Mich., with his wife, two daughters, and a dog named Knowsy. He blogs at findability.org. @morville

Jon Myers

Speaker Bios

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 in the U.K and Europe. He was one of 10 experts selected by Overture (Yahoo) to help create their SEM accreditation scheme. More recently, he is a regular member of search product improvement panels with all of the major search engines within paid search. Jon has actively been involved over the years with industry bodies such as SEMPO, IPA and the IAB as a search task force committee member. A regular presenter at industry search events for six years now. Jon has spoken at Incisive Media’s Search Engine Strategies (SES) conferences in the U.K., Europe, and the U.S., as well as at Internet World, SMX, A4U Expo, AdTech, Marketing Weekly Conferences, Annual

SES § June 2010 {Toronto}

Marketing Summit, Revolution Conferences, Online Marketing Show, IAB Conferences, Net Imperative, NMA Training Days and Conferences, NMK Digital Marketing events, and the U.K. Mobile Marketing Conference. @jondmyers

Krista Neher CEO Marketess

Krista Neher is the CEO of Marketess, a marketing consultancy that emphasizes the creative use of technology and social media to grow brands online. Marketess has provided marketing solutions for Fortune 500 companies as well as startups and small businesses. Marketess brings a unique combination of traditional marketing skills and experience, technical knowledge, and creative new marketing approaches with an emphasis on online and social media marketing. Krista worked at Procter and Gamble for more than five years in sales, finance, and marketing. While there, she worked on some of the biggest brands and on some of the largest and most successful product launches. Prior to Marketess, Krista was the VP of marketing for Photrade.com, a technology startup where she used branding, strategic marketing, technology, and social media to grow the business. Krista is an active blogger and social media enthusiast.

Maile Ohye

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

Mike O’Sullivan

Ad Platforms & Strategy Lead Microsoft Canada

As Microsoft ad platforms and strategy lead, Michael is responsible for the development, execution, and measurement of Microsoft Canada’s portfolio of custom online consumer audience targeting products, including behavioral, demographic, and geographical targeting. Mike is also responsible for the management of Microsoft’s performance and brand advertising platforms, including one of Canada’s largest performance ad networks, Microsoft Direct Response. In 2007, Mike was instrumental to the development and launch of behavioral targeting for the Canadian market, and was one of the original architects behind the company’s most recent Canadian performance ad network launch, DrivePM. Previously, Mike worked in operations and implementation for a gold-certified Microsoft partner, with a strong background in Active Directory, Microsoft Exchange, SharePoint, and Microsoft Dynamics. In 2006, Mike graduated from the University of Western Ontario, and he now lives in Toronto.

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

Jeff Quipp

Founder & CEO Search Engine People Jeff Quipp is founder and CEO of Search Engine People Inc. Jeff has been engaged in the search industry for more than a decade, and was one of the first people in Canada to recognize the Internet as an emerging marketing channel. Before launching Search Engine People, Jeff spent time within the Bell group of companies managing and launching North America’s first speech recognition enabled portal. Jeff has also earned undergraduate degrees in psychology and economics, and an MBA from Wilfrid Laurier University. A speaker at numerous search marketing and social media conferences, his passion lies in understanding the impact of various types of content on social media, SEO, and visitor behavior. Very active in most social media circles, Jeff blogs frequently at SearchEnginePeople.com/blog, writes for Search Engine Watch and the Search Marketing Standard, is a moderator for the search industry’s social media site Sphinn.com, and sits on the search committee of the IAB Canada. @jquipp

Matt Rogers

Manager, Online Sales Google

Matt is responsible for Google’s agency relationships in Canada for the company’s online sales group. Since joining Google in 2004, Matt has worked on the online sales team, a global team that acquires and provides sales and client services to hundreds of thousands of advertisers, agencies, and advertising reseller partners. Previously, he worked as a sales manager focused on building Google’s U.S.-based agency relationships and operations. Matt earned a bachelor’s degree in business administration with a dual concentration in management and marketing from California Polytechnic State University, San Luis Obispo.

Mark Rosenberg

Of Counsel Sills Cummis & Gross P.C. Mark Rosenberg is an intellectual property attorney who is Of Counsel to Sills Cummis & Gross P.C.’s intellectual property practice group. For nearly 20 years, Rosenberg has assisted clients in a variety of industries in acquiring, protecting, enforcing, and licensing their intellectual property rights. Since the mid-90s, a large part of his practice has focused on preventing and resolving legal disputes relating to Internet marketing. He has assisted

clients in reaching cost-effective resolutions of disputes relating to paid keywords, web, pop-up, and e-mail advertisements, as well as domain names. Rosenberg has drafted web hosting, website development, and list rental agreements, as well as privacy policies. Rosenberg is a seasoned litigator who has successfully handled many complex patent, trademark, trade dress, and copyright actions. He may be reached at mrosenberg@sillscummis.com or (212) 643-7000.

Crispin Sheridan

Senior Director of Search Marketing Strategy SAP Marketing Crispin Sheridan is the senior director of search marketing at SAP in New York. As part of the global demand generation team, he established and runs the search practice at SAP for the shared goals of awareness, lead generation and sales. He is responsible for paid and organic search and has driven SAP’s strategy to harness the power of the channel to drive efficiency in lead generation across SAP’s ecosystem. Crispin manages the centralized and globallyfunded search practice at SAP with both in-house and agency support. He has proven that key-word driven social media marketing can augment search to drive lead generation; he manages SAP’s primary Facebook page and “AddThis” across SAP.com. A frequent guest speaker at Search Engine Strategies conferences, including New York, San Jose, Chicago, and London, Crispin was appointed to the SES advisory board in December 2009. @crispinsheridan

Ezra Silverton

President & Founder 9th sphere Ezra Silverton became involved with the world wide web in the early 1990s. He obtained his diploma in marketing and e-business and a degree in business commerce, with a major in marketing and a minor in law from Ryerson University. Ezra later founded 9th sphere, a company dedicated to building websites using crucial marketing tactics. Ezra has been featured on Toronto’s AM 640 Radio. He frequently contributes to publications such as The Mark, Visibility Magazine, SES Magazine, and Evan Carmichael. He answers questions related to the web on AllExperts and has been interviewed by CTV, itWorld Canada, Backbone Magazine, ITBusiness, and Web Host Industry Review about website best practices. @ezrasilverton

Adam Singer

Account Manager TopRank Online Marketing Adam Singer is a digital marketing account manager at TopRank Online Marketing, where he provides social media, SEO, and digital marketing strategy for clients such as Marketo and PRWeb. Previously a digital PR strategist, Adam has had repeated success with both marketing and PR in the social web for premier brands such as Joffrey’s Coffee & Tea Company and Berkshire Hathaway’s International Dairy Queen. He also contributes to industry-leading Online Marketing Blog, where TopRank Marketing team members share their insights into SEO, social media, and related topics, and is creator of The Future Buzz, which has fast become a favorite blog of the social media and marketing community.

SearchEngineStrategies.com § SES

Speaker Bios

was part of the original Jupitermedia team responsible for launching emerging technology events such as Jupiter Advertising Forum, Plug.IN, Game Market Watch, Weblog Business Strategies, Grid Computing Planet, and ClickZ Online Video Advertising. Prior to that, Stewart worked closely with the open-source Apache Software Foundation (ASF) to launch their first ApacheCon trade shows in both the U.S. and Europe. Stewart has also worked closely with the Object Management Group (OMG), an international not-for-profit computer industry consortium, to conceive their inaugural Integrate conference. Earlier in the dot-com bubble, Stewart worked with 101 Communications and SIGS Publications, running their objectoriented programming portfolio of events, including Java DevCon, XML ONE, C++ World, and Smalltalk Solutions. @stewq

Constance “Connie” Stack VP, Sales & Marketing WordStream

Constance (Connie) Stack joined WordStream, a provider of SEO tools and PPC software, in June 2009. She is an entrepreneur and startup specialist having founded her own company (ManageContacts.com which was acquired by Consumer Finance Advisor, Inc. in 2007) and served on the executive team of many other startups (including Optas, acquired by Dendrite International in 2005). Connie was the CEO of Consumer Finance Advisor (CFA), a portal for consumers looking for financial products ranging from mortgages to auto loans. It was at CFA that Connie honed her search marketing skills as she and her team leveraged the long tail of search to achieve success in a very competitive inbound marketing space. Connie has a business degree from Laurentian University in Ontario, Canada, and she’s a proud member of the extended family of the Massachusetts Institute of Technology (MIT) having served as a mentor for the MIT Venture Mentoring Service (VMS). Connie lives just north of Boston with her husband, Mike.

Shari Thurow

Founder & SEO Director Omni Marketing Interactive Shari Thurow is the founder and search engine optimization (SEO) director at Omni Marketing Interactive, a full-service SEO, Web site usability, information architecture (IA), and web design firm. Shari has designed and promoted websites since 1995, and is outsourced to many firms worldwide. Clients include Yahoo, Microsoft, America Online, ABC News, HSBC, Expedia, Deloitte and Touche, National Cancer Institute, and WebMD. As a pioneer in the area of search engine-friendly website design, she has a 100 percent success rate for getting client sites ranked at the top of search engines. She is the author of Search Engine Visibility, which has been translated into French, Japanese, Korean, Russian, and Polish. Her new book, When Search Meets Web Usability, was released in 2009. Omni Marketing Interactive has been featured in many publications, including The New York Times, USA Today, Fortune, Internet Retailer, and Crain’s Chicago Business. @sharithurow

Bob Tripathi

Speaker Bios

Customer Marketing Manager Sears Holdings Bob Tripathi is with Sears Holdings as marketing manager, responsible for all digital marketing initiatives including SEO, paid search, social media, and other digital channels. Prior to Sears, Bob spent a number of years with Discover Financial Services as in-house search marketing strategist, managing enterprise-wide organic search and paid campaign strategy. Bob 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. Over the years, he has worked with businesses of all sizes, helping them generate revenues and achieve positive ROI with search engine marketing. Bob has a B.A. in international business and marketing from Eckerd College in Florida. He is a co-founder of SEMPO Chicago Working Group and also serves on the in-house search committee at SEMPO. @bobtripathi

SES § June 2010 {Toronto}

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.

Dawn Wentzell

Senior Account Manager Outspoken Media Dawn Wentzell is the senior account manager at Outspoken Media. She has a background in website design and has experience working with small businesses and local search. She is particularly interested in the technical side of SEO. Dawn joined Outspoken Media in the fall of 2009. @saffyre9

Dennis Yu CEO BlitzLocal

Dennis Yu is an internationally sought-after speaker and author, having spoken at SMX conferences, PC conferences, HostingCon, Affiliate Convention, and others on the topics of Facebook and local. Dennis is CEO of BlitzLocal, a boutique ad agency that serves Global 1000 brands with their Facebook campaigns. The BlitzLocal ad platform drives traffic by tying together templated Facebook ads and pages with templated PPC campaigns and WordPress sites, using call tracking to measure ROI. Dennis has 14 years of Internet marketing experience gained from Yahoo and American Airlines. He is a graduate of Southern Methodist University and the London School of Economics. @dennisyu

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

San Francisco 2010

London 2011

Aug. 16-20 Moscone Center West

February Queen Elizabeth II Conference Centre

Hong Kong 2010

New York 2011

Sept. 13-14 Renaissance Harbour View Hotel

March 21-25 Hilton New York

Chicago 2010

Toronto 2011

Oct. 18-22 Chicago Hilton

June TBD

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”;

SES § June 2010 {Toronto}

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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