SES Magazine August 2010

@ SearchEngineStrategies.com

San Francisco | Aug. 16-20

August 2010

Agenda 7-13 Floor Plan 15-18 Sponsors 21-46

PLUS Mobile social marketing 76 7 reasons you fail at social media 78 It’s time to redefine SEO 82 B2B prospecting on a small budget 88

thank you to our sponsors

$3.01 R

Integrating Social With Search

Facebook Now Managed in Marin

The world’s leading paid search management application, Marin Search Marketer, has integrated with Facebook® Advertising to provide advertisers and agencies the tool for managing, optimizing and reporting on Facebook ads alongside paid search campaigns. We’ve integrated Facebook’s micro-targeting capabilities so that marketers can segment their audience by age, gender, location, even likes & interests. Marin also offers unique reporting and optimization capabilities including creative rotation, creative generator, auto-bidding, and reporting on each user-created segment. To learn more about Marin’s integration with Facebook, visit www.marinsoftware.com/facebook

Join the future of online advertising Google Ad Innovations highlights the newest product features and the latest cutting-edge betas across search, display, and mobile advertising, as well as the latest in advertising measurement tools from Google.

Ad Innovations is also a feedback hub. It’s your chance to drive product development at Google. Take one of the new tools for a spin and tell us how we can make it better. It’s an opportunity for you to help make these new advances even more useful.

Ad Innovations @ SES SF Wednesday, August 18 3:45 PM - 4:45 PM At Google, we want to build the technologies you use to connect with customers in meaningful and creative ways. At this session, you’ll hear about some of Google’s latest innovations in ad formats, tools and reports, then learn how advertisers are using them to improve their results. Visit www.google.com/ads/innovations for a sneak preview of the features we’ll cover.

www.google.com/ads/innovations

74

Follow us @sesmag

contents

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features

76

72

Search marketing and social media

74

How to make customer content go multichannel

76 78

columns

128

Social media, paid search, SEO, and display/ retargeting strategies. Running these tactics from different teams without any interaction will diminish results. Chris Boggs, president of SEMPO, explores why. §

Many brands are not extending customercontributed content and positive reviews across their entire marketing programs, including e-mail, in-store signage, Facebook, Twitter, mobile, direct mail, online advertising, and TV commercials. Why not? §

70

The four pillars of building instant trust online

78

7 reasons you fail at social media

80

7 e-mail marketing tactics to reach socially connected subscribers

Mobile social marketing: BBF 4evr Social is important and mobile is important, and the stinging reality is that top brands will need to do both at the same time. §

GLOSSARY

conference information

7-13

82

It’s time to redefine SEO

83

The value of combining SEO agencies and internal teams

84

Should you friend Facebook PPC?

86

Understanding quality score: Building a strategy for relevance

88

B2B prospecting on a small budget

15-18

Floor plan

21-46

Sponsors & exhibitors

47-68 August 2010

90

The bare-bones checklist of online marketing

AGENDA This schedule overview will help you plan your days at Connected Marketing Week.

93-126

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

Discover the offerings of companies and organizations at SES San Francisco.

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

Speaker bios Learn more about the speakers and session moderators.

Players from the e-mail world reveal that while much of the information buyers consume about brands is no longer provided by the brand itself, e-mail campaigns can still engage customers in a socially-connected world. §

You need a ‘118’

The one-sheeter includes late speaker, session, and exhibitor additions to the conference.

86

Here’s a closer look at the seven most common social media mistakes that even the biggest, most successful brands make. §

81

Terms and acronyms every online marketer should know. §

Check your addendum!

Online trust must be developed without any face-to-face contact, and it must be created instantly. Keynote speaker Tim Ash gives us an in-depth look at how to establish that trust. §

In this book excerpt from SES San Francisco keynote speaker Jeffrey Hayzlett, we learn that you have less than two minutes to sell your pitch. §

A misconception that’s still too prevalent in the business world is that SEO involves a website and a website alone. §

An in-depth look at how agencies add value to in-house SEO teams — and why employing both can actually save time and money for enterprise clients in the long run. §

Facebook PPC is a demand creation medium.

If you know your product’s target audience, it enables you to serve ads against precise psychographic and demographic profiles. §

An in-depth look at how quality score is calculated, why it’s important, and how to optimize quality score for more cost-effective, profitable PPC campaigns. §

Five ways to get new clients on the cheap.

Are you writing white papers? Speaking at tradeshows? Using a CRM tool? These ideas and more. §

Search is not rocket science, but it is hard work.

Here are five items that you simply must cover in your digital marketing efforts. §

Be a Search Superhero.

Brick Marketing, a Boston based search engine marketing (SEM) and SEO company, offers two levels of Service and Training. This all-inclusive approach provides strategy, plan development, site evaluation, reporting services, and a full range of Search Engine Marketing (SEM) and SEO solutions, including:

Search Engine Optimization (SEO)> Informative content is the number one factor in attracting customers. The design of your website is just as important when attracting search engines. We take a 2-step approach to search engine optimization: on-site search engine optimization and building relevant links to help develop search engine trust over time to help increase visibility, visitors and sales.

Pay Per Click (PPC) Management> One of the quickest ways to attract visitors is through Pay Per Click campaigns with Google, Yahoo! and other major search engines. We can maximize the return on investment for your existing or new search engine advertising campaigns by integrating this analytical and results-driven method.

Social Media Marketing> Well-crafted social media marketing is a dynamic and cost-effective way to keep in touch with your customers and prospects and to drive visitors to your website. A social media marketing campaign can contain a mix of blog commenting, social networking, bookmarking, and much more.

Custom Search Engine Marketing Training and Consulting> SEO and search engine marketing expert, Nick Stamoulis and his Boston based team at Brick Marketing will provide you with personalized on-site and/or remote Custom SEO Training and Customized PPC Training. You and your marketing department will learn how to implement every aspect of search engine marketing to drive traffic to your website and increase sales. In addition to custom search engine marketing training, we also offer highly customized SEO consulting and PPC consulting services.

LOCAL: 781-350-4365 ■ TOLL-FREE: 877-295-0620 ■ FAX: 781-998-1250 ■ WEB: www.brickmarketing.com CORPORATE ADDRESS: 200 Boston Avenue, Suite 2530 ■ Medford, MA 02155

SEO AND SEARCH ENGINE MARKETING TRAINING OFFICE: 101 Federal Street, Suite 1900 ■ Boston, MA 02110

Increase sales and leads through your SEM program.

Call Brick Marketing at 877-295-0620 for a custom proposal or email us at info@brickmarketing.com.

A

Staff Matt McGowan Publisher & Head of U.S.

Mike Grehan VP, Global Content

Magazine Managing Editor Drew Eastmead Contributors Tim Ash, Chris Boggs, Ray Comtock, Sam Decker, Kathleen Fealy, Steve Haar, Jeffrey Hayzlett, Aaron Kahlow, Cindy Krum, Stephanie Miller, David Rodnitzky, Lori Weiman

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

OPERATIONS Director, Operations Michele McDermott Operations Manager Dan Hoskins Operations Manager Tamsin Parkin

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

welcome Welcome to SES Magazine, your official guidebook for ClickZ’s Connected Marketing Week. We’re also excited to welcome you to San Francisco, a city we consider to be an ideal venue for our expanding Search Engine Strategies conference.

About Connected Marketing

No longer just a huge collection of HTML pages linked together, the web has become so much more. Evolving into a network of people constantly connecting, communicating and sharing, the dynamics by which people interact both with each other and information has fundamentally changed.

Success in all of marketing today requires an advanced understanding of how consumers and audiences are connecting, sharing their passions, and influencing others.

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

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SES: Volume 4, Issue 7 | August 2010

SAN FRANCISCO

| Aug. 16-20

Advertiser Index

August 2010 SearchEn

gineStrate

gies.com

Agenda 7-13 15-19 Floor Plan Sponsors

21-46

PLUS

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

76

marketing 78 Mobile social social media you fail at 7 reasons 82 redefine SEO budget 88 It’s time to on a small B2B prospecting

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

Incisive Media, U.S. 120 Broadway, 6th floor New York, NY 10271 tel (212) 457-9400 fax (646) 822-5237

enviroink.indd 1

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

In its inaugural launch, Connected Marketing Week has garnered industrywide excitement as the biggest voices in the most critical fields — including search, social, and e-mail — have signed on with brands like SES, 140conf, the EEC, the IAB and more. Hosting more than 8,000 attendees, and showcasing more than 200 sessions, with revered speakers from around the globe, Connected Marketing Week will

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

Comments? Want to unsubscribe? E-mail us: magazine@SearchEngineStrategies.com

Introducing our festival

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

© 2010 Incisive Media plc

Thus ClickZ, leveraging its insight and expertise in the digital industry, has launched the first ever Connected Marketing festival, bringing together a community of organizations and events to foster professional development and greater technical insight into this developing field.

thank you

$3.01

to our sponsors

R

Advertiser Page 7Search.com.............................. 89 Acquisio (insert).......................... 65 Ad Ops Online........................... 115 AddMe...................................... 103 adMarketplace.com.................... C4 Adobe, feat. Omniture................. 20 adSage, LLC............................... 92 Bing.............................................. 6 Brafton CustomNews.................. 33 Brick Marketing............................ 3 Bruce Clay.................................. 19

ClearSaleing Inc.......................... 49 ClickEquations............................ 44 ClickZ iReviews.......................... 91 Conversion Conference............... 71 eMarketer................................. 123 eZanga.com................................ 45 Google.......................................... 1 iContact...................................... 17 iCrossing.................................... 69 iProspect.................................... 14 LinkWorth................................... 43 LocalSplash.com........................ 35 LookSmart.................................. 85 Marin Software........................... C2

Onward Search........................... 46 Open Text................................... 25 OrangeSoda................................ 37 PRWeb........................................ 97 RadioActive Media...................... 67 Sybex......................................... C3 The Search Monitor.................... 99 topseos.com............................... 29 Trackur....................................... 55 Trellian....................................... 41 WebmasterRadio.FM................. 111 Website Magazine.................... 119 Wiley Publishing......................... 27 Wpromote Inc............................. 31

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be a gathering of digital marketing intellectuals like no other.

Now executives, business owners, programmers, designers, and marketers alike will gather to learn, network, and party with the industry in one place and time.

What to expect

It all starts with learning. Presentations fill out five themed days focusing on core topics critical to your success for the digital world, including social media, e-mail marketing, ad networks, search optimization, real-time information, and more.

Hand-picked speakers from across the interactive landscape, as well as experts in their respective fields bring their experience to provide you with the tidbits of genius that can be game-changers for your business.

Then we mix in the networking. From casual parties to informal un-conferenced workshops, we help connect attendees with

www.ConnectedMarketingWeek.com

one another, sharing passions and advice for the industry.

Why do we do it?

Because our passion and our goal is to help businesses do their business better.

Market easier, and have a conversation with your clients. We want to bring like-minded people together, and inspire our community to learn and challenge each other.

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

About Search Engine Strategies

Now in its 12th year, SES is organized and programmed by the SES advisory board and SearchEngineWatch.com, the leading authority on search engine marketing (SEM), including saerch engine optimization (SEO) and pay-per-click (PPC) advertising.

The event is packed with sessions covering PPC management, keyword research, SEO, social media, local, mobile, link building, duplicate content, multiple site issues, video optimization, site optimization and usability, while offering high-level strategy, keynotes, an expo floor with more than 80 companies, networking events, parties, and more.

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

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www.SESsanfrancisco.com

Greetings from the Mayor of San Francisco Office of the Mayor Gavin Newsom City & County of San Francisco On behalf of the City and County of San Francisco, it is with great pleasure that I welcome you to the Search Engine Strategies (SES) and ClickZ Connected Marketing Week 2010, being held Aug. 16 -20, 2010 at Moscone Center.

Marketers, corporate decision makers, webmasters, and search engine marketers (SEMs), including pay-per-click (PPC)

advertisers and search engine optimization (SEO) professionals have been attending SES in California for the past 12 years, and this year, SES is moving to San Francisco. Organized and programmed by the SES Advisory Board, ClickZ, and SearchEngineWatch.com, the conference will be packed with nearly 100 sessions covering PPC management, keyword research, SEO, social media, local, mobile, link building, duplicate content, multiple site issues, video optimization and usability, plus an expo floor with hundreds of companies.

Welcome to San Francisco, a small city that dares to dream big, bound only by our

capacity to imagine. San Francisco has always been more than a place. San Francisco is an idea — the idea that diversity builds a stronger society, that tolerance advances democracy, that innovation and compassion is essential for a better world.

I wish you all the best for a productive and rewarding conference.

See the new face of ClickZ

With warmest regards,

Gavin Newsom, Mayor

Agenda

Agenda

What: ClickZ BlogworkZ When: Monday Where: San Francisco Marriott, 55 Fourth St. For session details, see page 48 or visit www.ConnectedMarketingWeek.com

Time

Session

1-2p

Small Voices, Big Results

2:30-3:30p

Unofficial, Unauthorized: Outside, Looking In

4-5p

Inspiring an Army of Bloggers

Community manager. Content strategist. Social media director. The role of blogger continues to morph due to emerging technologies and changes in the ways that people communicate with friends, colleagues, and others in the new connected communities.

At the ClickZ Blog Workz half-day forum — featuring three discussion-style panels — learn first-hand about the evolving strategies and trends in blogging to help your business stay connected.

What: SES San Francisco When: TUESDAY, Wednesday, Thursday Where: Moscone West (4th & Howard streets) For session details, see pages 50-52 or visit www.SESsanfrancisco.com

SES is the leading search and social marketing event. Sessions cover PPC management, keyword research, SEO, social media, local, mobile, link building, duplicate content, multiple site issues, video optimization, site optimization, and usability. Plus keynotes, an expo floor, networking events, parties, and more!

8a-6:15p

Registration

8:30-9:30a

Morning Coffee

9:30-10:45a

Conference Welcome & Opening Keynote: Jeffrey Hayzlett, celebrity CMO, bestselling author & former Kodak CMO

10:45-11:30a

Grand Opening of the Expo Hall (open 10:00-7:15pm) Track 1 — 2001

Track 2 — 2003

11:30a-12:30p

Introduction to Search Engine Marketing

12:30-1:30p

Networking Lunch — Expo Hall

1:30-2:30p

Successful Information Architecture

2:30-3p

Afternoon Break — Expo Hall

3-4p

Link Building Basics

4-4:15p

Session Interval

4:15-5:15p

Developing Great Content

5:15-7:15p

Networking Cocktail Reception — Expo Hall

What: Online Marketing Summit When: Tuesday Where: Moscone West, Rooms 2008-2010 For session details, see page 54 or visit www.OnlineMarketingSummit.com This is your opportunity to learn actionable best practices, strategies, and tactics from leading authors, academics, brand marketers, and online pioneers in social media — all at the Online Marketing Summit.

8

SES § August 2010 {San Francisco}

sponsored by

Track 3 — 2005

Sponsored Session: How Large Advertisers are Accelerating their SEO with Social Media

Introduction to Analytics

Digital Asset Optimization

Meaningful SEO Metrics: Going Beyond the Numbers

Content Marketing Optimization

Deep Dive Into Analytics

Introduction to Remarketing

21 Secrets of Top-Converting Websites

Time

B2B Social Media

B2C Social Media

11a-12p

Generating New Business Leads with Corporate Blogging

Marketing in the Facebook Era: Preparing for a New Kind of Customer Relationship

12-1p

Networking Lunch — SES Expo Hall

1-2p

The 10 Imperatives of the Marketing Revolution

2-2:30p

Afternoon Break — SES Expo Hall

2:30-3:30p

Case Study: Using Social Media & Lead Nurturing for Demand Generation

3:30-3:45p

Session Interval

3:45-4:45p

The SEO Value of Social Media

4:45-6p

Networking Cocktail Reception — Expo Hall

Optimizing Conversions & ROI with Analytics Using Data-Driven Decisions to Enhance Cross-Channel Marketing

Panel: Privacy, Trust, Mobile, Social, Local, & Emerging Trends

What: Search Engine Optimization Training

by Bruce Clay When: Monday (8:30a-5:30p) Where: San Francisco Marriott, 55 Fourth St.

What: Email Marketer’s Toolkit For Success When: Monday (9a-5p) Where: San Francisco Marriott, 55 Fourth St.

For session details, see page 48 or visit www.ConnectedMarketingWeek.com

For session details, see page 48 or visit www.emailexperience.org/events

What: Connected Marketing Meet & Greet When: Monday (7p) Where: TBD For details, visit www.meetup.com/ SESSanFrancisco/calendar/13898878/

Tuesday, Aug. 17 What: SES Theater Presentations When: TUESDAY, Wednesday Where: Moscone West, Expo Hall For details, see page 53 or visit www.SESsanfrancisco.com

Track 4 — 2007

SEW Labs — 2009

Search: Where to Next?

PPC Lab Primer

Introduction to Information Retrieval on the Web Sponsored Session: 10 Things to Supercharge Your SEM Campaigns SEO Through Blogs & Feeds

SEO Lab Primer

SearchEngineWatch.com SEW Lab (2 hours): PPC Lab

Time

Theater Presentation

11-11:20a

Yahoo! Search: Come Hear What’s New With Yahoo! Search Marketing & Receive A Free Gift (while supplies last!)

11:30-11:50a

Wpromote Inc.: From PPC to Landing Pages

12-12:20p

Findology Interactive Media: Direct Navigation as an Alternative to Search

12:30-12:50p

Google: Optimization and Competitive Analysis in the Opportunities Tab

1-1:20p

Bing: Come Hear About Bing’s New Features & Advertising Opportunities

1:30-1:50p

Ask Sponsored Listings: PureLeads

2-2:20p

Raven Internet Marketing Tools: How to Create Professional Internet Marketing Reports on the Fly

2:30-2:50p

iContact: 5 Things Your E-mail Recipients Want You to Know

3-3:20p

Bruce Clay: The New SEOToolSet v.5

3:30-3:50p

Searchmetrics GMBH: Learning from your competitors and get ahead in organic search

4-4:20

Marin Software: Social + Search — The Search Marketer’s Guide to Facebook Ads

4:30-4:50p

Trada Inc.: Crowdsourcing: The Pros and Cons of Leveraging the Crowd for Paid Search

5-5:20p

Local.com: Optimizing Local Listings

5:30-5:50p

15miles: OMG — You’re competing against your own brand!

What: WebmasterRadio.FM’s SearchBash (networking event) When: Tuesday (8p)

For more details or to sign up, visit www.SearchBash.com

Where: Ruby Skye 420 Mason Street San Francisco, CA 94102 www.rubyskye.com

SearchEngineStrategies.com § SES

9

Agenda

Monday, Aug. 16

Agenda

What: SES San Francisco When: Tuesday, Wednesday, Thursday Where: Moscone West (4th & Howard streets)

SES is the leading search and social marketing event. Sessions cover PPC management, keyword research, SEO, social media, local, mobile, link building, duplicate content, multiple site issues, video optimization, site optimization, and usability. Plus keynotes, an expo floor, networking events, parties, and more!

For session details, see pages 56-61 or visit www.SESsanfrancisco.com 8:30a-6p

Registration

8:30-9:30a

Morning Coffee

9:30-10:30a

Morning Keynote: BJ Fogg, author, Persuasive Technology: “Using Computers to Change What We Think and Do”

10:30-11a

Coffee Break in the Expo Hall (open 10a-3:00p) Track 1 — 2001

Track 2 — 2003

Track 3 — 2005

11a-12p

SEO101

News Search Optimization

Bringing SEO In-House: The Pros & Cons

12-1p

Networking Lunch in the Expo Hall Search, PR & the Social Butterfly

Stretching Your Marketing Dollars: The Upside of Search

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

Real-Time Storytelling

1-2p

Sponsored Session

2-2:30p

Afternoon Break — Expo Hall

2:30-3:30p

Scaling Up Your SEO Campaigns

3:30-3:45p

Session Interval

3:45-4:45p

Paid Search 101

4:45-5p

Session Interval

5-6p

How to Become a Link Magnet

6-7p

Black Hat, White Hat Unconferenced

What: Optimize Your Email Campaigns Forum When: Wednesday Where: Moscone West, Rooms 2008-2010 For session details, see page 60 or visit www.emailexperience.org/events In this one-day forum, join the Email Experience Council to learn how you can optimize your e-mail campaigns to increase revenue and loyalty. Hear from leading experts and speak with your peers about best practices and cutting-edge tactics that will increase your ROI.

10

SES § August 2010 {San Francisco}

Sponsored Session

Beyond the Click: What Shoppers Need Now

Track Sponsor

B2B Search Marketing Tips

B2B Lead Generation Management & CRM Integration

Time

Session

8-9a

Registration

8:30-9:15a

Keynote: Build Customer Relationships Through Social Approaches

9:30-10:30

SES Keynote: BJ Fogg, author, Persuasive Technology: “Using Computers to Change What We Think and Do”

10:30-11a

Break — Expo Hall

11a-12p

Revolutionize Your Email Design

12-1p

Lunch

1-2p

Social Email: What’s New? What’s Next?

2-2:30p

Break — Expo Hall

2:30-3:30p

SES Keynote Panel: Real-Time Storytelling (general session)

3:45-4:45p

Email Campaigns that will Rock Your Business!

5-5:45p

Closing Keynote

What: SES Theater Presentations When: Tuesday, WEDNESDAY Where: Moscone West, Expo Hall For details, see page 57 or visit www.SESsanfrancisco.com Track 4 — 2007

SEW Labs — 2009

Crossing the Digital Divide: The Leap From Search to Display

Local Primer

Getting Mobilized! Mobile Marketing Strategies

Video Lab Primer

WeBuildPages

Sponsored Session: Link Building in August 2010

Competitive Research

Twitternation & Automation

SearchEngineWatch.com SEW Lab (2 hours): SEO Lab

Time

Theater Presentation

10:40-11a

AdGooroo, LLC: The Future of Link Building

11:10-11:30a

eZanga.com: How to Select the Right SEM Management Firm

11:40a-12p

LookSmart: Search Ad Networks: Everything You Always Wanted to Know (but were too afraid to ask)

12:10-12:30p

Marchex: Improving Advertising Performance with Call Analytics

12:40-1p

Sedo.com: Domain Names: Strategic Insights for SEO

1:10-1:30p

iCrossing: Test That Ad!

1:40-2p

Unica Corporation: Align Social Media Metrics with Your (True) Business Goals

2:10-2:30p

Acquisio: 5 Secret PPC Metrics Your Competitors Don’t Want You To Know

Internet Marketing Services

Sponsored Session

Co-programmed by the IAB networks and exchanges committee.

What: Future of Display: Ad Networks & Exchanges (forum) When: Wednesday Where: Moscone West, Room 2011 For session details, see page 61 or visit www.ConnectedMarketingWeek.com

Time

Session

8:30-9:20a

Registration/Coffee

9:20-9:30a

Opening Remarks: The Future of Display Advertising

9:30-10:30a

Analyzing the Analysts

10:30-11a

The Answer Is...

11a-12p

San Francisco Media Buyers Talk Turkey

1-2p

Sponsored Marketplace Sessions (LucidMedia & AppNexus)

2:30-3:30p

AAAAs Talk to IAB About BT, RTB, DSP, QAG

3:30-4:30p

RTB, DSP, WTF: Is Everyone a Media Trader?

4:30-5:30p

The Client: What does The CMO Make of This Digital Mess?

What: Internet Marketers Charity Party When: Wednesday (8-11p) Where: ROE Nightclub San Francisco, 651 Howard St. For more details or to sign up, visit www.imcharityparty.com

SearchEngineStrategies.com § SES

11

Agenda

Wednesday, Aug. 18

Agenda

What: SES San Francisco When: Tuesday, Wednesday, Thursday Where: Moscone West (4th & Howard streets) For session details, see pages 62-65 or visit www.SESsanfrancisco.com

SES is the leading search and social marketing event. Sessions cover PPC management, keyword research, SEO, social media, local, mobile, link building, duplicate content, multiple site issues, video optimization, site optimization, and usability. Plus keynotes, an expo floor, networking events, parties, and more!

8:30a-5p

Registration

8:30-9:30a

Morning Coffee

9:30-10:30a

Morning Keynote: Tim Ash, Author, CEO, SiteTuners.com: “The Four Pillars of Building Instant Trust Online”

10:30-10:45a

Session Interval Track 1 — 2001

Track 2 — 2003

Track 3 — 2005

10:45-11:45a

Paid Placement for Branded Content & Digital Advertorial

PPC or SEO? The Ultimate Search Marketing Battle

Eye-Tracking Research Update

11:45a-12p

Session Interval

12-1p

Social Media 101

Channel Surfing: Measuring Profit and ROI Across Channels

Duplicate Content & Multiple Site Issues

1-2p

Networking Lunch

2-3p

Social & the Marketing Mix

Managing Your Google Reputation

Ads in a Quality Score World

3-3:15p

Session Interval

3:15-4:15p

Killer Facebook Marketing: Do’s and Dont’s

Teen Entrepreneurs Give the Inside Scoop on Youth e-Marketing

Advanced Keyword Research

4:15-4:45p

Afternoon Break

4:45-5:45p

The Business Value of Social Media

Digital Marketing & Sports

Advanced Paid Search Tactics

5:45-6:15p

Wrap-up Session

What: Conversion Conference When: Thursday Where: Moscone West, Room 2011 For session details, see page 66 or visit www.conversionconference.com Conversion Conference Day is for people who want to get the most out of their online campaigns. Learn how to dramatically increase conversion from the world’s leading authorities, in one action-packed day.

12

SES § August 2010 {San Francisco}

Time

Track 1

8:30-9:30a

Registration & Coffee

Track 2

9:30-10:30a

Joint Keynote (SES): The Four Pillars of Building Instant Trust Online

10:30-10:45a

Session Break

10:45-11:45a

Headlines & Copywriting That Work

11:45a-12p

Session Break

12-1p

Graphic Design for Conversion

1-2p

Networking Lunch

2-3p

Business-to-Business Landing Pages

3-3:30

Afternoon Break

3:30-4:30p

E-commerce Optimization

4:30-4:45p

Session Break

4:45-5:45p

Top 10 Usability Mistakes that Cause Abandonment

5:45-6:15p

Networking with the Speakers

Getting Started With Split Testing

Pay-Per-Click Landing Page Continuity Rapid Fire: Live Landing Page Critiques Conversion Ninja Toolbox Ask The Experts: Open Mic

A full-day conference, 140 Character Conference provides a platform for the worldwide Twitter community to: listen, connect, share, and engage with each other, while collectively exploring the effects of the emerging real-time Internet on business. A unique and fast-paced program, attendees are provided key takeaways and insights the effects of real-time web on business and society.

What: The 140 Characters Conference When: Thursday Where: Moscone West, Room 2008

I’m a

character!

For details, see go online and visit www.140conf.com

@ #140conf

Time

Topic

Time

Topic

8:30a

Registration

12:35p

Intermission / Networking

Track 4 — 2007

SEW Labs — 2009

9:30a

Welcome

2p

Enterprise Level SEO

SearchEngineWatch.com SEW Lab (2 hours): Local Lab

Women Talking Tech about Real-Time Web

9:40a

Legacy in the Era of the Real-Time Web

2:20p

TBD

9:50a

Real-Time Data: Cities

2:35p

Real-Time Web & Transportation

10:05a

Location-Based Services

2:45p

Influence

10:15a

Changing the World with 140 Characters

2:50p

Building Community

10:25a

Religion and the Real-time Web

3p

Music Panel

10:35a

Farming, Cattle Ranching, & the RealTime Web

3:20p

How I helped organize a peace concert in Cuba

10:45a

How Old Spice went Viral

3:30p

B2B Marketing in the Real-Time Web

10:55a

Telecom & Evolution of Social Communications

3:40p

Relationship Commerce

11:15a

Legal Issues in the Real-Time Web

3:50p

Book Author’s Panel

11:25a

Social Change

4:05p

Demonstration of Interactivity

11:35a

Etiquette in a RT world

4:20p

TBD

11:45a

Brands and the Real-Time Web

4:30p

TBD

12:05p

Spirituality & Technology

4:45p

20 Great Ideas, 20 Seconds Each

12:15p

Real-Time Web & Politics

5:00p

End of #140conf San Francisco

Search Marketing Toolbox

I Want It Now!

SearchEngineWatch.com SEW Lab (2 hours): Video Lab

Augmented Reality: A New World Order

Selling Search to the C-Suite

Travel Industry Update

Friday, Aug. 20 What: ClickZ International Marketing Forum When: Friday Where: San Francisco Marriott, 55 Fourth St.

What: Search Engine Marketing Training When: Friday Where: San Francisco Marriott, 55 Fourth St.

For session details, see page 68 or visit www.ConnectedMarketingWeek.com

For details, see page 68 or visit www.SESsanfrancisco.com

Time

Session

Time

Track 1

9-10:15a

A Blueprint for Global Marketing in a Digital World

7:30-8a

Continental Breakfast

10:30a-12p

Search Marketing

8a-12p

1-2:30p

Social Media Marketing

Search Analytics Training & Workshop - Part 1

2:30-4p

Search Around the World

12-1p

Lunch

4-5:15p

Keynote: “An Audience With... Avinash Kaushik”

1-5p

Search Analytics Training & Workshop - Part 2

Businesses looking to enter new global markets must develop strategies that take into account unique regional needs. This one-day ClickZ International Marketing Forum will examine the latest global marketing strategies with a special emphasis on Asia-Pacific and Latin America.

Track 2 Architecting a SearchEngine Friendly Website

Advanced Keyword Research

These SES workshops provide the practices, applications, and hands-on exposure you need to become (and remain!) a top performer in your field.

SearchEngineStrategies.com § SES

13

Agenda

Thursday, Aug. 19

Floor Plan

Moscone Center West: Level 2 (Sessions)

Rooms 2008 & 2010 Room 2012

Speaker Room

Tuesday: OMS Wednesday: EEC Thursday: #140

Room 2011 Wednesday: IAB

Floor Plan

Keynotes (Tues, Weds, & Thurs)

Thursday: Conversion Conference

SES tracks (Tues, Weds, & Thurs) 2009 Track 5

2007 Track 4

2005 Track 3

2003 Track 2

2001 Track 1

Express Site Clinics

Exhibit Hall Hours (Moscone Center)

(Expo Hall booth 106; open to all attendees)

A

Tuesday, Aug. 17 Power PPC Advertising Clinic (11a-12p) David Szetela, CEO, Clix Marketing Get your Google AdWords PPC advertising campaigns and landing pages expertly analyzed, with specific recommendations for improvement and optimization. Or just watch and learn a wide range of tips and best practices.

A

How Social is Your Website? (12:30-1:30p) Lisa Buyer, President & CEO, The Buyer Group Tracy Falke, Social Media Specialist, Freestyle Interactive Is your site a wallflower? Are you missing the friends, follows, and shares because your website is anti-social? Get the social media “personality check” up at SES. Learn how your site can make new friends, get more leads, and increase visibility by adding some fresh socialization tools and strategies.

A

On-the-Spot SEO Site Review (2-3p) Laura Callow, Senior Search Marketing Manager, Intuit Canada Search engine ranking problems? Not sure why you’re not ranking, where you should be ranking, and what you should be ranking for? Laura will help you identify minor changes in your website that could provide major bottom-line results for your business. Put your site up for review, and reap the rewards!

A

Wednesday, Aug. 18

A

Registration Hours A A A

A A A

16

SES § August 2010 {San Francisco}

Tuesday, Aug. 17 (9:30a-5:15p) Wednesday, Aug. 18 (9:30a-6p) Thursday, Aug. 19 (9:30a-5:45p)

Events @ San Francisco Marriott A

Express Search Usability Clinic (11a-12p) Shari Thurow, Founder & SEO Director, Omni Marketing Interactive Get one-on-one advice for usability, design, copy, link development, and any technical issues that may prevent your website from receiving high quality search engine traffic and visitor conversions.

Small Changes, Big Results (12:15-1:15p) Matthew Bailey, President, Site Logic Marketing Need some help, or just another pair of eyes to check your website? Identify minor changes in your website that could provide major results. If you are particularly daring, bring the access to your analytics.

Tuesday, Aug. 17 (8a-6:15p) Wednesday, Aug. 18 (8:30a-6p) Thursday, Aug. 19 (8:30a-5p)

Conference Hours

A

A

Tuesday, Aug. 17 (10a-7:15p) Networking Reception (5:15-7:15p) Wednesday, Aug. 18 (10a-3p)

A

Monday, Aug. 16 ClickZ BlogworkZ eec: Email Marketer’s Toolkit For Success Bruce Clay Search Engine Optimization Training Friday, Aug. 20 ClickZ International Marketing Forum SES: SEM Training San Francisco

Floor Plan SearchEngineStrategies.com ยง SES

17

A

Moscone Center West: Level 1 (Expo Hall) Lunch SEW/ ClickZ Booth

120

Sales Office

Floor Plan

112

Express Site Clinic

106

Email Center

100

Theater

225

325

424

425

524

525

625

724

Online Marketing PAVILION Zone/Pavilion

223

322

323

422

423

522

523

622

623

722

221

320

321

420

421

520

521

620

621

720

723

216

217

316

317

416

417

516

517

616

617

716

717

214

215

212

213

312

313

412

413

512

513

612

613

712

407

507

607

501

601

121

308

608

207

307

406

201

301

401

817 815

715

208 206

816

713

812

709

808

707

806

807

701

800

801

813

202 200

Registration

Charging Station A

Exhibitor List: Booth Numbers Company

Booth

15miles.................................................................417 7Search.com.........................................................612 Acquisio.................................................................217 AdGooroo, LLC.......................................................413 Adobe, featuring Omniture® technology................712 adSage..................................................................623 Advertise.com........................................................308 American Express OPEN........................................313 AppNexus........................................................ Pavilion Ask Sponsored Listings..........................................501 Best of the Web.....................................................202 Bing . ....................................................................307 Brafton CustomNews.............................................709 Bruce Clay.............................................................406 Business.com........................................................707 ClearSaleing Inc.....................................................320 ClickEquations.......................................................321 ClickPath...............................................................526 ClickSweeper.........................................................422 Compete................................................................806 Elsner Technologies Private Limited.......................221 Email Center..........................................................100 Experian Hitwise....................................................208 Express Site Clinics...............................................106 eZanga.com...........................................................807 Findology Interactive Media...................................701 Google...................................................................301

18

SES § August 2010 {San Francisco}

Company

Booth

iContact.................................................................507 iCrossing...............................................................801 Inceptor.................................................................316 Indus Net Technologies..........................................720 iProspect...............................................................601 LinkWorth..............................................................420 LivePerson.............................................................516 Local.com..............................................................800 Localeze................................................................524 LocalSplash.com...................................................200 LookSmart.............................................................513 LucidMedia DSP.............................................. Pavilion Marchex................................................................412 Marin Software......................................................621 Market Motive.......................................................223 Online Marketing Institute......................................323 Onward Search......................................................716 Open Text..............................................................214 OrangeSoda.com...................................................206 Pixelsilk.................................................................215 PRWeb...................................................................517 PubCon..................................................................423 Quova....................................................................317 RadioActive Media.................................................212 Raven Internet Marketing Tools..............................817 Reply.com..............................................................613 ROI Revolution, Inc.................................................813

Company

Booth

Rosetta..................................................................616 SearchForce, Inc....................................................322 Searchmetrics GMBH.............................................216 Sedo.com..............................................................622 SEMPO..................................................................722 seoClarity..............................................................816 SEO Inc..................................................................523 SES Sales Office....................................................112 SEW/ClickZ............................................................120 SiteWit...................................................................808 SLI Systems...........................................................620 SpyFu....................................................................617 Superpages.com....................................................401 Textbroker.com......................................................421 topseos.com..........................................................520 Trada Inc. .............................................................207 Trellian..................................................................213 Unica Corporation..................................................521 VeriSign.................................................................717 VideoGenie...................................................... Pavilion Visibility Magazine.................................................522 WebmasterRadio.FM..............................................607 Website Magazine.................................................608 Wiley.....................................................................407 Wpromote Inc........................................................512 Yahoo! Search........................................................312 Yield Software.......................................................416

Your website can climb higher.

Floor Plan

We can show you how.

Internet marketing can be a climb. To succeed you must rank higher in search results, increase targeted traffic, raise conversion rates, and keep looking up for new opportunities.

Experience can make the difference between failure and reaching the summit.

We’ve been helping businesses of all sizes succeed online since 1996.

The official SEO training provider for SES and other search industry conferences, Bruce Clay, Inc. has the leadership, integrity, and experience you can trust.

Let us help you with:

SEO Services • SEO Training • PPC Services • Analytics Conversion Optimization • SEO Web Design • SEO Tools

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866-517-1900 • www.bruceclay.com • Booth #406

Introducing the New

SEOToolSet® v.5

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Come and see our brand-new suite of powerful SEO tools – visit Booth #406!

SearchEngineStrategies.com § SES

19

FEATURING OMNITURE® TECHNOLOGY

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This bundle contains: • 11 Advanced SEM Strategies to improve your SEM efforts • Timex’s Search Marketing Journey to improved efficiency • How a 35% increase in conversion is within your reach

11 Advanc

ed SEM Stra

tegies

Webcast

Guide

Timex Success Story

Presente

Webinar

Location Middlebury, Connecticut URL www.timex.com

Manufacturing and retail Products • Adobe SearchCenter • Adobe SiteCatalyst

(a value of over $400)

20

SES § August 2010 {San Francisco}

ced SEM

Strategies

In the pas t4 coming yea years, search adv ertising has rs. Spendi has eclips doubled, ng online ed radio and is exp has increa in terms ected to sed to of ad dol double lars spent. the point where search eng again in ine spendi ng Objectives

• Revmanufacturer iew IDC rese Leading timepiece achieves up to 500% return on ad arch on how to opt • See how SearchCenter spending with Adobe® +, powered imize the by Omniture®, and musicnote digital mar ketplace increases Adobe SiteCatalyst®, powered s.co bymOmniture sales thro

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Come see us at booth #712 and enter to win 1 of 3 Timex watches.

by:

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11 Advan d jointly

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ugh relevan

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s andtotec h the emeits popularnd Timex wanted toWit leverage brand increase traffic to and revenue rgence of hnologie tools can the digital s give a com mar from its website. The company implemented Adobe ketplaceSearchCenter + and Adobe petitive edg , new way e to com resulting SiteCatalyst to enhance ins ofa thin 35% The new its website’s performance, king abo panies. ut online digital ma business rke more conversion improvement inAssales and a $5 increase in average order size. and eme tpl ace and more rging dol ad spend.

Rising key lars are put into sea strategies word pric Challenge and tactics es and low rch marketing, mar engine keters nee convers Featured prominently in mar magazine adstha andt may as a sponsor ofer many high-profile events, the keting stra hav ion rates athletic d tegi tha e worked in the are causing to be more con cise with Timex name is well recognized worldwide.esFounded 1854, the privately held timepiece pas t willinhelp search mar their you increas t. In this guide, keters to you’ll e your sea rethink rch engine find 11 advanced search marketing ROI. companies in the world.

With a significant global presence in retail outlets and watch sales spanning more than 100 countries, Timex wanted to increase traffic to and revenue from its online business. While Timex. com does not compete directly with the company’s many retail partners, managers believed that the website could be better utilized to engage customers and drive additional sales revenue, in particular, helping customers purchase difficult-to-find lines or products sold in other countries. constantly Topics cov evolving , ere so company’s online companies d includeTimex.com was intended to provide customers with presence, As the must be able : to respond product information, enable them to find the nearest retail outlet, and view and to comprehensive • Mea new trends dynamic suring in reco p funn purchase that goalelinmet mind, the company wanted to find ways to increase traffic to rd time. products. Withdee rics “Cakeep mpaign its website •and consumers fencing” engaged on the site for longer periods of time, with the ultimate • Context abandonment and increasing conversions. goals of decreasing ual adverti sing “We recognized that Timex.com had the potential to be an exceptional resource for customers to • Keywor d tagging interact with information about our products and purchase them on the spot,” says Jonathon Vandergrift, e-commerce manager at Timex.

Beyond the initial challenges of driving traffic to the site, navigating Timex.com could be difficult for some customers. “We wanted to adopt more successful strategies to drive customers to the websitemar andkete then enable them to quickly find the products they needed,” says Vandergrift. rs nee d to know how to reac h them all.

Sponsors & Exhibitors SearchEngineStrategies.com ยง SES

21

Expo Hall Hours A

For more information on how to find the following exhibitors, see the Floor Plan on pages 15-18.

§ Tuesday, Aug. 17

10a-7:15p (networking reception, 5:15-7:15p)

§ Wednesday, Aug. 18

Platinum Sponsors

Gold Sponsors

Bing

Adobe, featuring Omniture technology

Booth 307

Booth 712

www.bing.com

www.omniture.com

Bing, the decision engine from Microsoft, represents a new generation of search. Bing was developed to deliver results in a visually stunning way that makes it easy to choose just what a user is searching for. Today, people expect more than 10 blue links on a page, and Bing is the first step in a broader effort to evolve search into a more refined tool that helps people cut through Internet clutter. By understanding the purpose of the search and providing intelligent tools, Bing simplifies tasks and helps people make faster decisions. To learn about advertising opportunities on Bing, please go online and visit advertising.microsoft.com.

Sponsors & Exhibitors

10a-3p

The Adobe Online Marketing Suite, powered by Omniture, offers an integrated and open platform for online business optimization, a strategy for using customer insight to drive innovation throughout the business and enhance marketing efficiency. The suite consists of integrated applications to collect and unleash the power of customer insight to optimize customer acquisition, conversion, and retention efforts, as well as the creation and distribution of content.

iContact

Google

Booth 507

Booth 301

iContact empowers you to engage, educate, and retain your targeted customers and prospects with efficient e-mail communications — and ultimately maximize your marketing and retention efforts. iContact leads the industry with a 98-99 percent (Pivotal Veracity) deliverability rate, so you can trust that your messages reach the customer inbox. With plans starting at just $9.95 per month, iContact makes it easy for over 600,000 users worldwide to create and send e-mail marketing campaigns. Capitalize on the revenue-generating power of e-mail marketing and chose iContact for trusted e-mail marketing made simple. Take a free trial, sign up, or learn more today at www. iContact.com.

www.icontact.com

www.google.com

Google’s innovative search technologies connect millions of people around the world with information every day.

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

iProspect

VeriSign

Booth 601

Booth 717

www.iprospect.com

www.verisign.com

VeriSign (NASDAQ:VRSN) is the trusted provider of Internet infrastructure for the networked world. Billions of times each day, our SSL and identity and authentication (www.verisign.com/ authentication) services allow companies and consumers to engage in trusted communications and commerce. For more than 10 years, VeriSign Internet infrastructure has been at the very heart of the Internet, enabling key transactions and protecting valuable data.

iProspect is the original search engine marketing firm. The company helps many of the world’s most successful brands maximize their online marketing ROI through natural search engine optimization, pay-per-click advertising management, online display advertising management, shopping feed management, search leveraged public relations, and numerous other related services. By dramatically increasing business results for clients, iProspect helps to create search marketing heroes every day. With U.S. offices in Boston, San Francisco, Chicago and Dallas-Ft. Worth, as well as global search engine marketing offices, iProspect can be contacted at 1-800-522-1152, interest@iprospect.com, or by visiting www.iprospect.com.

R

A Looking for a new business partner or a specific service, but aren’t sure where to start?

Check out the

22

Product & Service Guide on the following page.

SES § August 2010 {San Francisco}

Product & Service Guide 7Search.com.......................................612 Advertise.com......................................308 Ask Sponsored Listings . .....................501 Bing.....................................................307 Business.com......................................707 Findology Interactive Media, Inc...........701 LinkWorth............................................420 Local.com............................................800 LookSmart...........................................513 Superpages.com..................................401 Trada Inc..............................................207 Trellian................................................213 Yahoo! Search......................................312

Affiliate & Performance-Based Marketing Solutions 7Search.com.......................................612 ClickSweeper.......................................422 LookSmart...........................................513 LucidMedia....................................Pavilion Marchex..............................................412 Website Magazine...............................608

Blog Advertising LinkWorth............................................420 Online Marketing Institute....................323

Click Fraud Prevention & Website Security Quova..................................................317 VeriSign...............................................717

Content Management Textbroker.com....................................421 Open Text............................................214 Pixelsilk...............................................215 VideoGenie....................................Pavilion

Content & News Feed Providers Brafton CustomNews...........................709 Business.com......................................707 Online Marketing Institute....................323 PRWeb.................................................517 Quova..................................................317 Textbroker.com....................................421 WebmasterRadio.FM............................607 Wiley...................................................407

Display Advertising Advertise.com......................................308 AppNexus......................................Pavilion Google.................................................301 LucidMedia....................................Pavilion Website Magazine...............................608 Yahoo! Search......................................312

E-Mail Marketing Solutions iContact...............................................507 Unica Corporation................................521

General Search Engines Best of the Web...................................202 Bing.....................................................307 eZanga.com.........................................807 Google.................................................301 Yahoo! Search......................................312

Interactive Marketing Agencies 15miles...............................................417 Acquisio...............................................217 Bruce Clay, Inc.....................................406 Findology Interactive Media, Inc...........701 iCrossing.............................................801 Inceptor...............................................316 Rosetta................................................616

Interactive Marketing Associations & Publications topseos.com........................................520 Visibility Magazine...............................522 Website Magazine...............................608 WebmasterRadio.FM............................607 Wiley...................................................407

Local Search Marketing Services and Directories 15miles...............................................417 Best of the Web...................................202 Google.................................................301 Local.com............................................800 Localeze..............................................524 LocalSplash.com.................................200 Marchex..............................................412 OrangeSoda.com.................................322 Reply.com............................................613 Superpages.com..................................401

Marketing Optimization Solutions Acquisio...............................................217 AdGooroo, LLC.....................................413 Adobe, featuring Omniture technology.....712 American Express OPEN......................313 Brafton CustomNews...........................709 ClearSaleing........................................320 ClickEquations.....................................321 ClickPath.............................................526 Compete..............................................806 Elsner Technologies Pvt Ltd..................221 LivePerson...........................................516 LucidMedia....................................Pavilion Market Motive.....................................223 OrangeSoda.com.................................322 PRWeb.................................................517 Raven Internet Marketing Tools............817 Reply.com............................................613 SearchForce........................................322 Searchmetrics GMBH...........................216 Sedo.com............................................622 SEMPO................................................722 seoClarity............................................816 SiteWit.................................................808 SpyFu..................................................617 topseos.com........................................520 Trellian................................................213 VideoGenie....................................Pavilion

Mobile & Rich Media Advertising Solutions SearchForce........................................322 VideoGenie....................................Pavilion

Organic Search Marketing

Search Marketing Software

AdGooroo, LLC.....................................413 Brafton CustomNews...........................709 Bruce Clay, Inc.....................................406 Elsner Technologies Pvt Ltd..................221 Inceptor...............................................316 Indus Net Technologies........................720 iProspect.............................................601 Localeze..............................................524 LocalSplash.com.................................200 PRWeb.................................................517 Rosetta................................................616 Sedo.com............................................622 seoClarity............................................816 SEO, Inc...............................................523 Textbroker.com....................................421 topseos.com........................................520 Wpromote............................................512 Yield Software.....................................416

Acquisio...............................................217 AdGooroo, LLC.....................................413 Adobe, featuring Omniture technology.....712 adSage................................................623 ClearSaleing........................................320 ClickEquations.....................................321 ClickPath.............................................526 ClickSweeper.......................................422 Experian Hitwise..................................208 Marin Software....................................621 Open Text............................................214 Raven Internet Marketing Tools............817 SearchForce........................................322 Searchmetrics GMBH...........................216 seoClarity............................................816 SiteWit.................................................808 SpyFu..................................................617 Trellian................................................213 Unica Corporation................................521 Yield Software.....................................416

Pay-Per Click Networks & Management Services 7Search.com.......................................612 Adobe, featuring Omniture technology.....712 adSage................................................623 Advertise.com......................................308 Ask Sponsored Listings . .....................501 Bing.....................................................307 Business.com......................................707 ClickSweeper.......................................422 eZanga.com.........................................807 Findology Interactive Media, Inc...........701 iProspect.............................................601 LookSmart...........................................513 Marin Software....................................621 OrangeSoda.com.................................322 Reply.com............................................613 ROI Revolution.....................................813 Sedo.com............................................622 SEO, Inc...............................................523 SiteWit.................................................808 Superpages.com..................................401 Trada Inc..............................................207 Wpromote............................................512 Yield Software.....................................416

Pay-Per-Call Companies Marchex..............................................412

Search Marketing Agencies 15miles...............................................417 adSage................................................623 Bruce Clay, Inc.....................................406 Elsner Technologies Pvt Ltd..................221 eZanga.com.........................................807 iCrossing.............................................801 Inceptor...............................................316 Indus Net Technologies........................720 iProspect.............................................601 LinkWorth............................................420 LocalSplash.com.................................200 Marin Software....................................621 ROI Revolution.....................................813 Rosetta................................................616 SEO, Inc...............................................523 Trada Inc..............................................207 Wpromote............................................512

Shopping Cart & E-Commerce Solution Providers VeriSign...............................................717

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

Best of the Web...................................202 Compete..............................................806 Local.com............................................800 SEMPO................................................722

Training Courses & Certification in Search Marketing Market Motive.....................................223 Online Marketing Institute....................323 PubCon................................................423 SEMPO................................................722 Wiley...................................................407

Staffing Solutions Indus Net Technologies........................720 Market Motive.....................................223 Onward Search....................................716

Web Analytics ClearSaleing........................................320 ClickEquations.....................................321 ClickPath.............................................526 Compete..............................................806 Experian Hitwise..................................208 LivePerson...........................................516 ROI Revolution.....................................813 SpyFu..................................................617 Unica Corporation................................521

Website Search & Technologies Experian Hitwise..................................208 iCrossing.............................................801 LivePerson...........................................516 Localeze..............................................524 Open Text............................................214 Quova..................................................317 Searchmetrics GMBH...........................216 SLI Systems.........................................620 VeriSign...............................................717

SearchEngineStrategies.com § SES

23

Sponsors & Exhibitors

Advertising Networks

*Booth #s on right

Silver Sponsors

Exhibitors

Ask Sponsored Listings

15miles

Booth 501

Booth 417

http://sponsoredlistings.ask.com

www.15miles.com

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

Booth 406

Sponsors & Exhibitors

www.bruceclay.com

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

Open Text Booth 214 www.opentext.com

Open Text, an enterprise software company and leader in enterprise content management, helps organizations manage and gain the true value of their business content. Open Text brings two decades of expertise supporting 50 million users in 114 countries. Working with our customers and partners, we bring together leading content experts to help organizations capture and preserve corporate memory, increase brand equity, automate processes, mitigate risk, manage compliance, and improve competitiveness.

A

SearchEngineStrategies.com

7Search.com Booth 612 www.7search.com

Bruce Clay

For the latest information on SES San Francisco’s sponsors and exhibitors, check your addendum or visit

15miles is the interactive services division of TMP Directional Marketing LLC, the largest local search agency. Its online and mobile search solutions, which range from Internet Yellow Pages and online business listings to social media marketing and payper-click advertising, position national brands at the forefront of targeted consumers’ search results for increased lead generation and sales. For more information about 15miles’ interactive-marketing services, please visit our website.

7Search.com is a high-performing, low-cost advertising pay-perclick search engine network. We deliver traffic from hundreds of niche web properties, search engines and portals with a better ROI than any other PPC network. 7search offers no minimum monthly spend, low cost-per-click, industry-leading and patented fraud detection, responsive and expert PPC customer support and innovative advertiser tools and services. iPhone 4 giveaway and tradeshow promotion at the booth.

Acquisio Booth 217 www.acquisio.com

Acquisio is the leading developer of performance marketing solutions for agencies. Its flagship product, Acquisio SEARCH, helps marketers manage, optimize, and automate all their paid search activities across major search engines. Prominent benefits include saving 80 percent on monthly reporting time with automated slick and engaging client-ready reports. Acquisio’s solutions empower over 300 interactive agencies worldwide, helping them increase overall productivity, efficiency, and ROI.

AdGooroo, LLC Booth 413 www.adgooroo.com

Chart the competitive advertising landscape with AdGooroo. Since 2004, AdGooroo has been the leading provider of digital marketing intelligence to online advertisers. Our global network tracks Internet advertising activity in more than 47 countries. Over 2,000 agencies and advertisers use us to track their competitors’ digital marketing campaigns and generate the highest possible return on advertising investment. AdGooroo’s products include SEM Insight (drill into every aspect of your competitors’ PPC and SEO campaigns), Link Insight (find, score, and build quality links — fast), Trademark Insight (identify advertisers and affiliates who are bidding on your keywords or using brand terms in their ad copy), and Display Insight (dominate banner and contextual advertising).

adSage Booth 623 www.ad-sage.com

adSage is a leading SEM company in Asia. Founded in 2005 and based at Beijing, adSage has multiple branches in the U.S. and China, with more than 200 professionals. adSage manages SEM

24

SES § August 2010 {San Francisco}

Sponsors & Exhibitors SearchEngineStrategies.com ยง SES

25

campaigns for over 100 premier advertisers in China, including China’s largest online bookstore, retail store, and financial and insurance institutes. adSage for Search (AFS) is adSage’s flagship product. It provides campaign automation, keyword research, and bid optimization across all popular search engines such as Google, Baidu, MSN, and Yahoo. AFS has unique architecture that combines the benefits from rich client (Excel frontend) and cloud computing. adSage also provides software services for media companies, including Baidu, MSN, Yahoo, and Facebook, as well as a number of SEM agencies in the U.S. and China.

Advertise.com Booth 308 www.advertise.com

Sponsors & Exhibitors

Advertise.com is a premier platform for search, display, and remarketing solutions that enables advertisers to reach a wider audience through their exclusive network of search engines and publisher properties. Leading the charge in online advertising since 2001, Advertise.com has been connecting thousands of advertisers with millions of consumers every day — now delivering more than 10 billion ad impressions each month. Offering a range of high-quality, low-cost pay-per-click and display advertising, as well as remarketing opportunities, Advertise.com is focused on providing the most effective, most affordable, and easiest-to-use advertising platform in the industry.

American Express OPEN Booth 313 www.open.com

American Express OPEN is dedicated to helping our customers find ways to do more business. That’s why we’ve introducing SearchManager, the new online solution that simplifies search marketing, an increasingly important way to find customers and drive sales.

SearchManager provides immediate single-point access to all major search engines, including Google, Yahoo, and Microsoft — even Facebook. By eliminating the hassle of multiple logins and interfaces, SearchManager enables businesses to more effectively manage their campaigns.

AppNexus Online Marketing Zone/Pavilion www.appnexus.com

AppNexus is a real-time ad platform, founded and managed by the pioneers of the web’s original ad exchanges at Yahoo’s Right Media and Google’s DoubleClick. The company’s highly scalable technology helps integrate clients (including ad networks and demand-side platforms) with all the major inventory sources to execute real-time and directly negotiated media buys. The company offers a complete set of ad technology capabilities, including data management, optimization, APIs, and financial clearing, providing single-point integration to the major inventory aggregators and ad exchanges like Google’s DoubleClick and Microsoft’s AdECN.

Best of the Web Booth 202 www.botw.org

Best of the Web — the Internet’s oldest directory. Founded in 1994 at the University of Buffalo, BOTW has been a pioneer in recognizing the best sites online. From the initial concept of web awards, BOTW has transformed into a premier directory that showcases the web’s top sites. Exposure in the BOTW directory can bring direct traffic and ensures that crawler-based search engines will find your site. BOTW offers a variety of opportunities to help market your website, including a 60-day advertising trial (absolutely free),

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directory submit service (guaranteed site review in three days), and the reseller program (25 percent recurring commissions). BOTW’s newest offerings include the BOTW blog directory, enterprise software directory, and the BOTW senior housing directory.

Blueglass Keynote Sponsor www.blueglass.com

Whether it is search marketing, social media, viral marketing, conversion rate optimization, or application creation, BlueGlass can handle it all seamlessly and transparently in-house and with a single, cohesive team.

Brafton CustomNews Booth 709 www.brafton.com

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

Business.com Booth 707 www.business.com

Business.com is the leading online resource for business purchasing decisions featuring a business directory of 65,000-plus business categories and more than 35,000 business how-to guides. The Business.com Network reaches more than 40 million unique visitors per month and is a premier revenue resource and business content solution for B2B publishers.

ClearSaleing Inc. Booth 320 www.clearsaleing.com

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

ClickEquations Booth 321 www.clickequations.com

ClickEquations is the first intelligent paid search platform for large advertisers and agencies. ClickEquations offers complete threeengine management, bidding, and reporting, plus intelligent extras that make life easier. ClickEquations Segments help you focus with one-click filters that show the critical slices of your campaigns; ClickEquations Adviser highlights the most important things to do

Author signing – Wiley booth #407 Wednesday, 8/18 @ 11:00 AM 50% off !

Author signing – Wiley booth #407 Tuesday, 8/17 @ 1:00 PM 50% off !

Author signing – Wiley booth #407 Wednesday, 8/18 @ 1:00 PM 50% off !

From social media marketing to successful SEO, Wiley has the top online marketing books from expert authors to help your site get noticed, get customers, and get results

Author signing – Wiley booth #407 Wednesday, 8/18 @ 11:00 AM 50% off !

Visit Wiley in booth #407 during SES San Francisco and save on your book purchase.

SearchEngineStrategies.com § SES

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Sponsors & Exhibitors

Want attention? Learn how to get it.

with a set of best practices algorithms; and ClickEquations Manager and Analyst simplify optimization with features including bid automation, bulk editing, and simply powerful analytics. We have no-hassle pricing, no setup fee, and included support. Stop by booth 321 for a demo.

results across business units, distribution channels, and languages.

Headquartered in San Diego, Covario’s growing customer list include some of the world’s best-known brands in high tech manufacturing, financial services, electronics, media and publishing, and consumer packaged goods.

ClickPath

Elsner Technologies Private Limited

Booth 526

Booth 221

www.clickpath.com

www.blurbpoint.com

ClickPath is an award-winning, online-to-offline ad tracking solution that gives you unprecedented visibility into your entire conversion performance. ClickPath tracks all conversions generated from your online advertising, including phone calls, and ties them back to the exact keyword or ad source. ClickPath’s patent-pending technology is the only scalable analytics tool that can track phone call conversions generated from your search engine marketing — down to the keyword. ClickPath extends your campaign performance analytics by giving you a complete picture of all the conversions your keywords generate — online and offline. With ClickPath, you can make informed decisions on which ads and keywords are driving revenue instead of merely driving click-throughs.

Experian Hitwise

ClickSweeper

Booth 208

Booth 422

Experian Hitwise is the leading online competitive intelligence service. We give marketers a competitive advantage by providing daily insights on how 25 million Internet users around the world interact with more than 1 million websites. This external view helps companies grow and protect their businesses by identifying threats and opportunities as they develop. Experian Hitwise has more than 1,500 clients across numerous sectors, including financial services, media, travel, and retail. For up-to-date analysis of online trends, please visit the Hitwise research blog and the Hitwise Data Center.

www.clicksweeper.com

Sponsors & Exhibitors

Blurbpoint Media is a fully self-functional sub-division of Elsner Technologies Pvt Ltd, a leading IT company that provides software products, IT services, web designing, web development, CRM, OpenSource, develops mobile applications, and provides BPO/ KPO services. Blurbpoint is a professional search agency that offers organic search engine optimization and link-building services in the areas of SEO, pay per click, e-commerce promotion, and Internet marketing and branding across various industry verticals. With a proven track record and assured client satisfaction, Blurbpoint offers powerful and effective services to increase clients’ ROI.

ClickSweeper is highly customizable PPC management software for agencies and marketers. Through keyword bid automation, content network features, ROI, and conversion-based campaign strategies, and ad copy evaluation, it handles time-consuming maintenance tasks while working to boost the profitability of the campaign. Driven by analytic intelligence and algorithms that users can customize, ClickSweeper takes frequent, relevant action to improve keyword and campaign performance. ClickSweeper was developed in 2007 by Varazo, a Google Adwords qualified company, and remains one of the most affordable and effective PPC tools available.

Compete Booth 806 www.compete.com

Compete provides marketers with actionable digital intelligence to improve their online and offline marketing effectiveness. Hundreds of clients, including the world’s leading brands, rely on Compete to help them create more effective websites and more targeted advertising campaigns. Compete’s products include online measurement tools available at Compete.com, as well as deep consumer and competitor insights in the automotive, consumer goods, financial services, media, retail, telecom, and travel industries. Compete’s offerings are based on the online behavior and survey responses of millions of consumers, the largest integrated panel of its kind.

Compete’s unique multi-source panel methodology and industryleading data management practices ensure our panel is unmatched in its depth, quality and integrity.

Covario Sponsored Session www.covario.com

Covario, Inc. is the leader in interactive marketing analytics (IMA) software. The Covario portfolio provides global organizations with robust interactive and search marketing analytics solutions for paid search advertising, organic search engine optimization, and display advertising across the enterprise and throughout the channel.

Covario enables complex and distributed organizations to control brand integrity, ensure budget transparency, and deliver quantifiable

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SES § August 2010 {San Francisco}

www.hitwise.com

eZanga.com Booth 807 www.ezanga.com

eZanga.com is a search engine specializing in online advertising and services. eZanga users are given a convenient and accurate web search experience with feature-rich results. Our proprietary Metasearch technology retrieves information from multiple search engines displaying the most pertinent results without duplication or overlap. eZanga offers local, regional, and national advertising campaigns focused on generating a high ROI. Our advertisers enjoy personalized account management, expansive toolsets, and advanced fraud prevention. Released in summer 2010, Traffic Advisors 5.0 is our latest update to our progressive fraud filtration system, preventing fraudulent clicks in real-time to ensure clean, qualified traffic.

Findology Interactive Media Booth 701 www.findology.com

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

iCrossing Booth 801 www.icrossing.com

iCrossing is a global digital marketing company that combines talent and technology to help world-class brands find and connect

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Since its introduction in 2002, topseos has been identified as an independent authority on vendors who supply internetยงmarketing products and 29 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.

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

Inceptor Booth 316 www.inceptor.com

Booth 800 www.local.com

Local.com Corporation (NASDAQ: LOCM) owns and operates a leading local search site and network in the U.S. The company uses patented and proprietary technologies to provide more than 20 million consumers each month with relevant search results for local businesses, products, and services on Local.com and 800 partner sites. Over 50,000 small business customers use Local.com products and services to reach consumers using a variety of subscription, performance, and display advertising and website products.

InceptorSM, a search marketing service of SuperMedia LLC. What really makes InceptorSM different isn’t about us. It’s about you.

When you become an InceptorSM client, you aren’t just hiring a vendor; our team becomes personally invested in your success. Our active, hands-on approach to pay per click (PPC), search engine optimization (SEO), and comparison shopping engine (CSE) programs can lead you to higher ROI, increased online visibility, and growth of revenue. The InceptorSM team practices SEM at a level of expertise and success that few others have achieved. If you’ve ever wondered why your “can’t fail” search plan did fail, talk to us. Call (800) 307-6709 today.

Localeze

Booth 720

LocalSplash.com

Indus Net Technologies Sponsors & Exhibitors

Local.com

www.indusnet.co.in

Indus Net Technologies, established in 1997, provides an integrated, results-oriented approach to Internet marketing, including search engine optimization, pay-per-click management, website analytics, and conversion optimization. We have an uncompromising commitment to quality that is reinforced through our process framework and ongoing research and development program. Our team of 350-plus top-notch professionals working from the U.K. and India help our more than 5,500 clients achieve the highest ROI from their online investment. We work with digital marketing agencies all over the world as their trusted and reliable outsourcing partner. Some of our online service brands are Promote2Please.com, Submit2Please. com, and Content2Please.com.

LinkWorth Booth 420 www.Linkworth.com

Booth 524 www.localeze.com

Localeze is the largest business listings identity manager for local search. Localeze maintains direct, authorized relationships with local search platforms, national and regional brands, channel partners, and local businesses. The company provides businesses essential tools to verify, manage, and enhance the identity of their local listings across the web. Through these relationships and access to authoritative local business information, Localeze is the largest provider of trusted, enhanced online local business listings in the local search industry.

Booth 200 www.localsplash.com

The Local Splash service puts local businesses on the first page of Google, Yahoo, and MSN Bing search results, including the map, organic, and sponsored search sections. Our services have been used by tens of thousands of local businesses. Many national chains like Extra Space Storage (more than 750 locations) trust Local Splash for all their local search marketing. Whether or not a business has a website, Local Splash enables local businesses to be found online. The company behind LocalSplash is Relevant Ads, which offers agencies and resellers a unique partnering opportunity.

LookSmart Booth 513 www.looksmart.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.

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

LivePerson

LucidMedia DSP

Booth 516 http://solutions.liveperson.com

LivePerson is a provider of online engagement solutions that facilitate real-time assistance. Connecting businesses and experts with consumers seeking help on the web, our hosted software creates more relevant, compelling, and personalized online experiences.

More than 8,000 companies, including EarthLink, Hewlett-Packard, Microsoft, Qwest, and Verizon, rely on LivePerson to maximize the impact of the online channel.

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SES § August 2010 {San Francisco}

Online Marketing Zone/Pavilion www.lucidmedia.com

LucidMedia is an online demand-side platform (DSP) for display advertising management and targeting that delivers optimized, direct response, and brand advertising campaigns. We offer pagelevel contextual analysis and intelligent real-time bidding (RTB) as both self-service and managed service to interactive agencies and brand advertisers. LucidMediaDSP employs an easy-to-use interface to deliver consolidated buying across the Internet’s largest repositories, insight into real-time inventory availability, universal frequency capping, and reach into 95 percent of the online population. Founded in 1999, LucidMedia processes a billion impressions every day for hundreds of major brand advertisers.

Sponsors & Exhibitors SearchEngineStrategies.com ยง SES

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Marchex

Online Marketing Institute

Booth 412

Booth 323

www.marchex.com

www.omicertified.com

Marin Software

Onward Search

Sponsors & Exhibitors

Marchex’s mission is to unlock local commerce globally by helping advertisers reach customers wherever they may be — in mobile, offline, or online channels, including on our own local and category websites. Our performance-based call advertising products, Marchex Pay-For-Call and Marchex Call Analytics, are reinventing how businesses acquire new customers through the phone. Our award-winning small business marketing products empower local businesses to efficiently monitor their online presence, communicate with their customers, and acquire new ones. Every day, our products support tens of thousands of advertisers and partners, ranging from global enterprises to local businesses.

The Online Marketing Institute (OMI), in association with Wharton Interactive Media Initiative, is an education-focused, career development organization offering marketers accreditation in the various fields of online marketing. OMI’s curriculum of case studies, best practices, peer validation, and trend analysis is delivered to students via workshops, webinars, seminars, and online learning channels.

OMI’s education program was built in conjunction with leading universities, research firms, and associations to give marketers practical knowledge that can immediately benefit their careers. OMI’s courses are available to the general public. OMI is the educational sister entity of the Online Marketing Summit (OMS).

Booth 621

Booth 716

www.marinsoftware.com

www.onwardsearch.com

Market Motive

OrangeSoda.com

Booth 223

Booth 206

www.marketmotive.com

www.orangesoda.com

Founded in April 2006 by experienced search marketers and software experts, Marin Software provides a browser-based, enterprise-class paid search management application for advertisers and agencies. Marin Search Marketer addresses the workflow, analysis, and optimization needs of advertisers and agencies, saving time and improving financial performance for large-scale SEM campaigns. Marin is designed for those who are spending at least $100,000 monthly on paid search. Marin’s more than 175 customers collectively manage in excess of $1 billion of annual search spend via Marin’s application. Customers include University of Phoenix, Neo@Ogilvy, Razorfish, and ZipRealty.

What does it take to be certified in search marketing? Visit Market Motive to find out. We’ll show you our online video training library, you’ll meet our top-rated faculty, and you’ll get a glimpse into the testing and endorsement system that is endorsed by the biggest names in search. Market Motive provides online certification courses in SEO, web analytics, PPC, social media, conversion optimization, online PR, e-mail marketing, and more. All courses are online, and all students have weekly phone conferences with the faculty. And the faculty is the best part — it’s a “who’s who of the Internet marketing world” according to Website Magazine, and “the best in the business” according to Internet Marketing Pilgrim.

Marketwire

Power Strip Sponsor www.marketwire.com

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’s customer-centric corporate philosophy focuses on being the best by infusing every aspect of its business with the following core attributes: precision, adaptability, innovation and simplicity. With a reputation for technology leadership, Marketwire offers innovative products and services — including social media, search engine optimization, and more — that help communication professionals maximize their effectiveness while ensuring accuracy and best practices. Marketwire serves more than 8,000 clients worldwide through 20 offices on four continents.

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SES § August 2010 {San Francisco}

Onward Search is the nation’s leading provider of Internet marketing and creative services talent. We specialize in placing search marketing, graphic design, web development, and related creative services and technology professionals to companies nationwide.

We provide our customers with the ability to rapidly source the best talent in the marketplace. We offer a full range of recruiting, staffing, and talent management solutions. We recruit and staff a range of online marketing and creative services professionals, including SEM managers, SEO consultants, PPC managers, social media experts, copywriters, web developers, project managers, production managers, graphics designers, and print production managers.

Founded in 2006, OrangeSoda offers online marketing to local businesses with a unique blend of intelligent service and simple technology. By harmonizing services that cover the entire search engine results page, OrangeSoda provides the best return on investment.

By using our knowledge of how people use the Internet and how local businesses work, we always target the right customers for our clients. By integrating our services and technology, we make it easy for our partners to provide marketing services to their customers.

Pixelsilk Booth 215 www.pixelsilk.com

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

Finally, a CMS has arrived that includes the flexibility SEOs need and the ease of use customers expect.

PRWeb Booth 517 www.prweb.com

PRWeb is recognized as a leading online news and press release distribution service worldwide. Since 1997, PRWeb has been changing the way businesses, marketing departments and public relations firms think about press releases. PRWeb was the first company to

Sponsors & Exhibitors

Custom News Marketing

IENT L C EST S @ U Q E R PLE mples EXAM om/exa

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SearchEngineStrategies.com ยง SES

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develop a distribution strategy around direct-to-consumer communication and to build and offer a search engine-optimized platform for press release distribution. PRWeb, located in Ferndale, Wash., is a wholly owned subsidiary of Vocus, Inc., a leading provider of on-demand public relations management software.

PubCon Booth 423 www.pubcon.com

PubCon is a multi-track educational conference hosted by WebmasterWorld. PubCon events are for thought leaders and professionals in Internet marketing, social media, search marketing, and advertising to gather and to share best practices in the design, development, promotion, and marketing of their Internet businesses and brands.

Quova

Sponsors & Exhibitors

Booth 317

ROI Revolution, Inc. Booth 813 www.roirevolution.com

ROI Revolution is a data-driven Google AdWords qualified company obsessively focused on delivering profitable and scalable pay-per-click advertising results. Our experts help you grow your business online, working with you to improve your click-throughrate, lower your cost-per-click, and increase your sales revenue. If understanding Google and knowing how to track the numbers of your business are important to you, you won’t find a more qualified advisor. Get your free copy of our guide, “50 Ways to Make Your AdWords Advertising Drive More Response and More Profit” by going by visiting our website or our booth.

Rosetta Booth 616 www.rosetta.com

www.quova.com

Quova is the leading provider of IP geotargeting data. Companies that are targeting search ads to a local audience by purchasing location-specific keywords or using geotargeting capabilities offered by the search engines, but are not tailoring your ad copy and landing pages to that same local audience, need to talk to Quova.

Quova can help you identify the geographic location of your web visitors through their IP address. By knowing where you can geotarget your messages to specific ZIP codes, you can increase your click-through rates and save money by not wasting impressions.

Location Matters.

Rosetta is one of the nation’s preeminent online marketers, fusing leading-edge technology with breakthrough interactive advertising and creative design. Rosetta and its search and media practice were recently ranked by Advertising Age Magazine as the largest privately held interactive agency in the country and top 15 among search engine marketing companies. Rosetta’s search and media team consists of passionate and innovative online marketers offering leading-edge, proven marketing strategies and services across organic SEO, paid search management, online media planning, social media, mobile marketing, and advanced analytics. Clients include OfficeMax, Nationwide, Valvoline, Puma, and Marriott.

RadioActive Media

SearchForce, Inc.

Booth 212 www.radioactivemedia.net

Boost your browsing by an average of 52 percent when leveraging the power of radio (RAB, Online Multiplier Effect 2009). RadioActive Media is a full-service marketing agency, specializing in direct response radio. Your online efforts will be intensified by our radio campaigns. For more information, visit our website or call (800) 559-RADIO (7234). Send the word “SEARCH” to 511-511 to get more information on how radio can enhance your online campaign.

Raven Internet Marketing Tools Booth 817 www.raventools.com

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

Reply.com Booth 613 www.reply.com

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

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SES § August 2010 {San Francisco}

Booth 322 www.searchforce.com

SearchForce was founded in 2004 with a singular mission: to deliver one convenient hosted platform to optimize PPC performance, plus save hours of time managing even the most complex campaigns. Today, SearchForce gives dozens of the world’s largest companies one seamless, integrated automated solution to optimize bidding across all major search engines with full synchronization and sophisticated reporting tools. Our customers such as Prime Visibility, Web.com, and Response Mine Interactive use SearchForce to manage millions of dollars in PPC spending across millions of keywords without high cost or needless complexity.

Searchmetrics GMBH Booth 216 www.searchmetrics.com

Searchmetrics is the leading vendor of integrated search analytics solutions. Founded 2007 and based in Berlin, Searchmetrics GmbH is focusing on the worldwide marketing of an SaaS-based integrated SEO software, the Searchmetrics suite. The leading-edge product allows online marketers to analyze their websites and keyword rankings from the perspective of the most relevant search engines.

It provides powerful comparison functionality to benchmark against the field of competitors and highlights traffic potentials from statistical methods and integrations with popular web analytics solutions.

Sedo.com Booth 622 www.sedo.com

With more than 1 million members trading domains in 28 languages, Sedo is the global domain marketplace. It may be nearly impossible to directly register quality domains anymore, but Sedo’s domain marketplace offers the world’s largest selection of

Be sure your customers find you, and make a local splash!

Cosmetic Dentist in New York, NY

Cosmetic Dentistry of New York

114 East 59th Street New York, NY 10023 (212) 555-7890 cosmeticdentistinNY.com

Sponsors & Exhibitors

A

With 90% of consumers now using search to find local products and services, your business needs to be found in local search results—this is true whether you have 1,000 locations or 1. The web is getting more crowded by the day, with tons of companies competing for that #1 spot.

Be found with Local Splash.

We make sure your business is found in local search results—maps, organic, PPC, mobile and social—on Google and other leading search sites.

VISIT US AT BOOTH #200 Localsplash.com - Powered by Relevant Ads SearchEngineStrategies.com § SES

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premium domains, with more than 15 million for sale in over 2,000 categories. Sedo offers our users all the tools needed to buy and sell domains to global users, including professional domain appraisals, brokerage services, targeted marketing, and domain parking. Sedo’s clients earn revenue on more than 6 million domains.

SEMPO

Booth 722 www.sempo.org

SEMPO (Search Engine Marketing Professional Organization) 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.

seoClarity Booth 816 www.seoclarity.net

Sponsors & Exhibitors

seoClarity is the leading enterprise SEO management and analytics solution to help track, report, analyze, manage, and monitor the ROI of every SEO effort.

SEO Inc. Booth 523 www.seoinc.com

SEO Inc. specializes in achieving top search engine placement through highly targeted campaigns, geared toward the unique business objectives of each client. SEO Inc is an Inc 5000 company leveraging years of Internet marketing experience. Our certified specialists have developed and honed highly effective proprietary optimization methodologies and technologies that have placed more than 700 leading corporations in the top rankings of world’s leading search engines. Services include search engine optimization, paid search management, social media consulting, web development, and reputation management.

SiteWit Booth 808

service automatically creates optimized pages to increase a retailer’s visibility in natural search engine listings and increase site traffic.

Customers like Jelly Belly, Tupperware, and hundreds more benefit every day from SLI Systems’ search technology.

SpyFu Booth 617 www.spyfu.com

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

Superpages.com Booth 401 www.superpages.com

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

Textbroker.com Booth 421 www.textbroker.com

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

topseos.com

www.sitewit.com

Booth 520

SLI Systems

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-perclick management, affiliate marketing, social media optimization, and many more. Since 2002, topseos has been a trusted resource for businesses looking to launch or improve online marketing campaigns. 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.

SiteWit is a leading predictive analytics and pay-per-click campaign management platform that optimizes campaigns easily and cost effectively. SiteWit provides behavioral analytics and revenue attribution for free, letting you quantify how your marketing efforts impact your bottom line. SiteWit charges a low flat monthly fee for optimizing campaigns, starting at $29.95 per campaign. Sign up before the end of SES San Francisco to lock in our reduced show pricing: www.SiteWit.com/Signup.

Booth 620 www.sli-systems.com

SLI Systems provides site search, site navigation, and user-generated SEO services for online retail and content-rich websites. These solutions are built with patented Learning Search technology, an intelligent search system that continually learns from customer behavior to increase sales and conversions. Learning Search enhances the user experience and delivers valuable insights on visitor activity, providing e-commerce sites with advanced merchandising capabilities and intuitive navigation. SLI’s Site Champion

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SES § August 2010 {San Francisco}

www.topseos.com

Trada Inc. Booth 207

www.trada.com

Trada is revolutionizing the way agencies, advertisers and pay-perclick experts build and manage PPC marketing campaigns. Trada has developed the first PPC marketplace that allows agencies and in-house advertisers to leverage the skills of hundreds of the best PPC experts in the world, who in turn earn money risk free by generating low-cost clicks and conversions for advertisers.

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Trellian Booth 213 www.trellian.com

Trellian, founded in 1997, is a global leader in innovative webbased services and solutions for SEOs, SEMs, advertisers, Web developers, and domain portfolio holders. Featured at this event is Trellian AdNetwork, quality targeted direct navigation traffic. Trellian AdNetwork has access to 200 million unique visitors a month, providing advertisers and publishers a cost-effective alternative to conventional PPC campaigns. Also featured at SES is KeywordDiscovery Professional, advanced keyword research and competitive analysis for professional SEO’s and search marketers. Other Trellian brands include Competitive Intelligence, SEO Toolkit, UrlTrends, Above.com, AddMe.com, and DomainState Forum.

Unica Corporation Booth 521

Sponsors & Exhibitors

www.unica.com

Unica Corporation is the recognized leader in marketing software solutions. Unica’s advanced set of enterprise marketing management and on-demand marketing solutions empowers organizations and individuals to turn their passion for marketing into valuable customer relationships and more profitable, timely, and measurable business outcomes. These solutions integrate and streamline all aspects of online and offline marketing. Unica’s interactive marketing approach incorporates customer analytics and web analytics, centralized decisioning, cross-channel execution, and integrated marketing operations. More than 1,000 organizations worldwide depend on Unica for their marketing management solutions.

VideoGenie Online Marketing Zone/Pavilion www.videogenie.com

VideoGenie helps brands connect with customers through video.

Our platform allows brands to collect videos from their customers, choose the best ones, and broadcast them throughout the web.

VideoGenie can help you harness the power of social video so that your customers become advocates on your homepage, your Facebook fan page, and their social network. We guarantee that our brands get usable video content with no video editing required.

Our platform enables single-click approval and distribution so that videos appear wherever you choose to share them. Increase leads and improve conversion with the help of your fans and VideoGenie.

Visibility Magazine Booth 522

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 is published quarterly and covers a range of topics including organic optimization, pay-per-click, website analytics, affiliate marketing, and press release distribution.

WebmasterRadio.FM Booth 607 www.webmasterradio.fm

WebmasterRadio.FM: the destination for education and entertainment. WebmasterRadio.FM is a free, Internet-based radio network focused on the B2B e-commerce marketplace. We offer original programming led by industry leaders, including “The Daily

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SearchCast,” hosted by Danny Sullivan, and “Wizards of Web,” hosted by Bryan and Jeffrey Eisenberg. All shows are broadcast live and then available in archive, mobilcast, and distributed through all of the major podcast portals. WebmasterRadio.FM is the official radio network for many of the world’s most prestigious conferences and is free to the listening audience based solely on advertiser support. To learn more, contact Brandy@WebmasterRadio.FM.

Website Magazine Booth 608 www.websitemagazine.com

Website Magazine, the magazine for web success, presents expert information on how to succeed on the Internet in 12 print issues per year, available both by subscription and on newsstands at select bookstore chains across the U.S. and internationally. WebsiteMagazine.com offers news and blogs updated daily, as well as five e-mail newsletters covering e-commerce, search marketing, website design and development, affiliate marketing, and website success. We developed a foundation to lessen the impact of the printed magazine on the environment; learn more at ReplaceATree.org. We have 142,708 BPA-audited subscribers. iPhone 4 giveaway at the booth.

We Build Pages Sponsored Session www.webuildpages.com

In a little more than 10 years, We Build Pages has grown from a one-man web design and online marketing venture to one of the most respected Internet marketing companies in the world. We have helped hundreds of clients achieve higher page rank and trust.

These results produce a significant increase in traffic, which leads to higher conversions and sales for our clients. We focus mainly on search engine optimization (SEO), and our specialty is getting other websites to link to your site based on merit. We can create content for you through our content development services. We also offer local marketing, widget creation services, social media marketing, and SEO consulting and training services.

Wiley Booth 407 www.wiley.com

Founded in 1807, John Wiley & Sons, Inc. has been a valued source of information and understanding for more than 200 years, helping people around the world meet their needs and fulfill their aspirations. Our core businesses publish scientific, technical, medical, and scholarly journals; encyclopedias, books, and online products and services; professional/trade books, subscription products, training materials, and online applications and websites; and educational materials for undergraduate and graduate students, as well as lifelong learners.

Wpromote Inc. Booth 512 www.wpromote.com

Wpromote Inc. prides itself in superior search engine marketing.

From two employees in 2001 to more than 40 today, the company has experienced unwavering growth and continuous recognition for its exceptional service to every client. As a two-time Inc. 500 honoree, Google Adwords qualified company, and recipient of countless other accolades, clients are assured that the best search starts here, at Wpromote. Since its inception, Wpromote has dedicated itself to a single mission statement: Help businesses succeed on the web. With unmatched experience in search marketing and an unrivaled dedication to our clients’ results, Wpromote always stands out above the crowd.

The ClickZ Connected Marketing Awards recognize the brands and organizations that have embraced innovation and creativity to connect with their audiences — and drive results.

Winners will be named this week in these eight categories: Excellence in Connected Marketing Best Use of Mobile Marketing Best Use of Display Advertising Best Use of Online Video for Marketing Best Use of E-mail Marketing Best Use of Social Media Marketing Best Use of Search Marketing Connected Marketing Innovation Award

To see the winners, check out

Clickz.com/static/awards-winners

Yahoo! Search

Northwest Internet Advertising Group (NWIAG)

Booth 312

www.nwiag.com

http://advertising.yahoo.com

Yahoo! Inc. is a leading global Internet brand and one of the most trafficked Internet destinations worldwide. Yahoo! is focused on powering its communities of users, advertisers, publishers, and developers by creating indispensable experiences built on trust.

Yahoo! is headquartered in Sunnyvale, Calif. For more information, visit pressroom.yahoo.com.

Yield Software Booth 416

www.yieldsoftware.com

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

Created through imagination in 2005 and officially formed in 2006, the Northwest Internet Advertising Group (NWIAG) was formed to create an environment where Internet advertising professionals can network with peers relevant to their industry and share contacts as well as exchange ideas. NWIAG hosts monthly social, education, and networking events at various venues in and around the Portland and Seattle areas.

WebAward 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.

Sponsors & Exhibitors

Media Partners Association Sponsors Direct Marketing Association (DMA) www.the-dma.org

The Direct Marketing Association is the leading global trade association of businesses and nonprofit organizations using and supporting multichannel direct marketing tools and techniques. DMA advocates standards for responsible marketing, promotes relevance as the key to reaching consumers with desirable offers, and provides cutting-edge research, education, and networking opportunities to improve results throughout the direct marketing process. Founded in 1917, DMA today represents companies from dozens of vertical industries in the U.S. and 48 other nations, including nearly half of the Fortune 100 companies, as well as nonprofit organizations.

eec www.emailexperience.org

The eec, the email marketing arm of the Direct Marketing Association, is a global professional organization that strives to enhance the image of email marketing and communications, while celebrating and actively advocating its critical importance in business, and its ROI value. We are committed to regularly conducting a broad series of email initiatives for a variety of organizations that highlight the positive impact and importance of email as a marketing tool, communications vehicle, and branding device. eec members are representative of other trade organizations, agencies, advertisers, clients, and companies focused on the potential of email marketing.

The Internet Oldtimers’ Foundation www.internetoldtimersfoundation.org

The Internet Oldtimers’ Foundation represents the leading decision makers in the digital media and marketing industry. Our mission is to educate future industry leaders and to support the continued growth of the interactive space as a mutually beneficial medium for promotion and communication. The 450-plus membership uses the group as a resource for education and information, and networking for career and business opportunities. The OT was founded in 1999, and our members interact with their peers in a private, highly confidential, and relaxed virtual space on industry-related topics.

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AddMe www.addme.com

Since 1996, AddMe has been a trusted source for free search engine submission and search engine optimization tools such as meta tag editors, link checking, SEO keyword density, and other web promotion tools. Addme has also constantly engaged its readers via informative newsletters, special offers, and Internet marketing blogs.

DIRECT www.directmag.com

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

Domainer’s Magazine www.domainersmagazine.com

Domainer’s Magazine was designed to provide valuable insight and thought leadership into the domaining world. Our goal is to create a world-class publication that becomes the eyes and ears of the “domainer.” Our magazine focuses on the value of pay-per-click management, SEO, domain legal expertise, domain acquisition and selling, domain monetization and any other topic that focuses on emerging technologies and services.

eMarketer www.emarketer.com

eMarketer is the first place to look for market research and trend analysis on Internet, e-business, online marketing, media, and emerging technologies. eMarketer aggregates and analyzes information from more than 4,000 sources, and brings it together in analyst reports, daily research articles, and the most comprehensive database of e-business and online marketing statistics in the world.

Sponsors & Exhibitors TAX I

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With eMarketer, you understand the growth and impact of the Internet. Plus, you stay ahead of the curve on new trends such as blogs, social networking, podcasting, mobile marketing, and many others that are profoundly affecting the business landscape.

eM+C www.emarketingandcommerce.com

eM+C is dedicated to the digital revolution. Through a dynamic website, virtual trade shows, webinars, and the eM+C Weekly and “All About eMail” e-newsletters, eM+C provides actionable, strategic information about emerging digital technologies to help marketers reach the right people, market more effectively and ultimately increase revenue online. The eM+C brand offers extensive coverage of every facet of e-marketing and e-commerce, including search engine marketing and optimization, affiliate marketing, e-commerce, e-mail marketing, behavioral targeting, mobile marketing, web analytics, video marketing, and social networking.

HispanicMPR.com

Sponsors & Exhibitors

www.HispanicMPR.com

Hispanic Marketing & Public Relations, HispanicMPR.com, and its 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 includes a nationally-recognized book, guest articles, audio recordings of presentations, and extended interviews with national Hispanic market experts. Sign up for free e-mail updates and visit our resources section at www.HispanicMPR.com.

Mashable www.mashable.com

With more than 7 million monthly pageviews, Mashable is the world’s largest blog focused on social networks and web 2.0 news.

Mashable’s readers include the most tech-savvy early adopters, venture capitalists, entrepreneurs, influencers, Web 2.0 aficionados, and technology journalists.

ReadWriteWeb readwriteweb.com

ReadWriteWeb is one of the most popular technology blogs in the world, known for offering insightful analysis about each day’s Internet industry news. ReadWriteWeb was founded on April 20, 2003, by Richard MacManus and is now one of the most widely read and respected blogs in the world. Our readers are smart, tech savvy, engaged, decision makers, and 46 percent of them have significant input or make final information technology purchase decisions. As one advertiser put it, “The real users of the web read ReadWriteWeb.”

ReelSEO.com www.reelSEO.com

ReelSEO.com, “the online video marketer’s guide,” is the leading source for news, research, expert advice, and applicable tips for online video marketing and SEO for video. ReelSEO is comprised of marketers, writers, and online video experts who research the latest emerging trends and attempt to offer a roadmap to success for marketers and businesses hoping to carve out their niche online using video.

mThink/Revenue Performance www.mthink.comrevenue/

Revenue Performance delivers the most integrated and personally relevant information to today’s online marketers. Our editorial

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intelligence is focused on all aspects of the online marketing experience, including key business strategies, innovative marketing methods, effective online advertising techniques, and emerging trends in technology. We expand your knowledge with in-depth analysis, case studies, opinion columns, and online marketing resources that are focused on maximizing the performance of affiliate marketers, partner marketers, and search marketers. We stress best-of-breed and best practices that are supported by a strong ethical foundation to help the online marketing industry thrive.

Search Engine Journal www.searchenginejournal.com

Search Engine Journal is a premier search marketing and search engine news blog owned by Search & Social.

Search Marketing Standard www.searchmarketingstandard.com

Search Marketing Standard is the first and only print magazine that search marketers can call their own. The ever-growing demand for search marketing services and information has led to a need for a specialized publication dedicated to making this knowledge easily accessible. Search Marketing Standard covers pay-per-click advertising, search engine optimization, web analytics, click fraud, local and contextual search, and other search-related topics. Each quarterly issue features articles and advice from leading experts in the field, interviews with the who’s who of the industry, reviews of popular tools and services, latest news and trends, and more.

State of Search www.stateofsearch.com

State of Search is one of the leading websites when it comes to search and social media. Founded by Bas van den Beld in cooperation with Lisa Myers, the site focuses on the next steps in search marketing and social media. The web is changing and so is search.

What consequences do these changes have, and how do we handle these? State of Search hosts weekly podcasts broadcasted on WebmasterRadio and covers events like Search Engine Strategies.

Besides the live blogging of sessions, State of Search also talks to speakers and visitors and provides podcasts, videocasts, and more to give you full insight on the event.

Target Marketing www.targetmarketingmag.com

Target Marketing is the direct marketer’s partner, providing strategies and solutions for profitable direct marketing. Target Marketing delivers the answers that help direct marketing professionals market more successfully and profitably. Through case studies, best practices, trend analysis, tips and techniques, and interviews with experts, Target Marketing covers channel/data integration, prospecting, customer retention, operations infrastructure, contact optimization and more. Through magazines, e-mail newsletters, websites, webinars, virtual trade shows, conferences, books, and more, Target Marketing Group supplies the insight and advice that readers have come to rely on to remain competitive.

Technorati www.technorati.com

Technorati Media is an integrated online media company with an ad network, two owned web properties, and an ad technology platform. Launched in June 2008, Technorati Media’s ad network has quickly grown into the largest social media ad network (blogs, social networks and distributed content), boasting an audience of more than 101 million unique visitors a month on 325 sites with over 1 billion monthly page views. In May 2009, comScore ranked Technorati Media as the sixth largest social media property and the

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third largest blog property. Technorati.com, the flagship site, is the world’s first and largest blog search engine, and one of only two real-time search indexes covering the blogosphere. BlogCritics.org is a journalism 3.0 site with a community more than 3,000 authors who have published over 84,000 articles.

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 and has been quoted in U.S. News and The Economist. Odden has also written for Yahoo!

Publisher Network and DM News and serves on the operating committee for the DMA search engine marketing council.

Trackur www.trackur.com

Sponsors & Exhibitors

Trackur provides affordable social media monitoring tools that can be set up in just 60 seconds. Protect your reputation, monitor your PR campaigns, and keep an eye on your competitors for just $18 a day. Get your free 14-day trial at www.trackur.com.

Twtvite twtvite.com

Twtvite is a Twitter-based event manager tool that helps you organize “Tweetups” to get to know your followers in more than 140 characters. We use Twitter’s authentication to manage RSVPs, and

we leverage it to help you promote your events. Some of our other features include print name tags, track live tweets about the event, reminder, tweet photo gallery, and widget to help promote it on your website/blog. Twtvite is one of the 12 business applications at Twtapps, which also helps you to create surveys, coupons, contests, and exchange business cards through Twitter.

WebProNews www.webpronews.com

WebProNews is the No. 1 source for e-business and search news.

The WebProNews network is made up of 100 e-business websites, e-mail newsletters, and the popular WebProWorld forum. Millions of business professionals read WebProNews and other iEntry business and tech publications to stay in the know. Since 1999, the WebProNews network has emerged as an industry leader in e-mail and network marketing. By maintaining extremely high standards of quality in our publications and sites, the WebProNews network continues to grow an avid readership and user base made up of CXOs, business owners, entrepreneurs, web developers, and IT professionals. Our primary objective is to provide companies with an affordable, flexible, and effective means of marketing their products and services to an active informed audience.

Web Host Industry Review www.thewhir.com

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

Intelligent Paid Search Platform For Large Advertisers and Agencies Complete 3 - Engine Management, Bidding, And Reporting Features Plus Intelligent Extras That Make Life Easier •

Built - In Best Practices Monitoring

•

Filters to Instantly Focus on Critical Segments

•

Automated Dashboards with our Excel Plug - In

Visit Us In

Booth 321 For A Free Demo!

44ClickEquations, SES § August {SanLn, Francisco } Conshohocken, PA 19428 | www.ClickEquations.com | sales@clickequations.com | 866-360-0220 © 2010 Inc. | 2010 555 North Suite 6040

Sponsors & Exhibitors ®

SearchEngineStrategies.com § SES

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Sponsors & Exhibitors 46

SES ยง August 2010 {San Francisco}

Sessions

Day 1: Monday, Aug. 16 (BlogworkZ) associates squirm. Learn from bloggers who are adept at bringing an inside view to the outside — and what that means to anyone working inside a glass house and trying to guard a business reputation.

ClickZ BlogworkZ San Francisco Marriott, 55 Fourth St. 1-2p

Small Voices, Big Results

Even one person inside or outside a business can make a big impact online. Learn about creative approaches that small to mid-sized businesses are taking to gain visibility, build communities, and listen to customers.

Speaker § Susan Bratton, Co-founder, Personal Life Media 2:30-3:30p

Unofficial, Unauthorized: Outside, Looking In

What happens when a blogger has more influence than a multibillion business? Former employees, disgruntled customers, and armchair critics are all capable of making a high-powered CEO and his

Speakers § Andy Beal, CEO, Trackur § Harry McCracken, Founder/Editor, Technologizer 4-5p

Inspiring an Army of Bloggers

What does it take to inspire an army of corporate bloggers under the banner of one brand? And how are businesses reaching out to customers and enthusiasts as blogging brand ambassadors? Learn how industry pros coach their teams, embracing strategies that ensure that bloggers follow best practices, serve the brand’s audience, and maintain the blogger’s voice.

Speakers § Karen Wickre, Senior Manager, Corporate Communications, Google § Lee Sherman, Editor-in-Chief, Personal Finance Group, Intuit § Rachael Luxemburg, Group Manager of Community, Adobe Programmed by Anna Maria Virzi, Executive Editor, ClickZ

The Bruce Clay SEO 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.

Search Engine Optimization Training

Sessions

San Francisco Marriott, 55 Fourth St. 8:30a-5:30p Bruce Clay, an industry recognized expert on SEO, will offer a oneday SEO training course for marketing and technical staff alike. The workshop offers strategy and tactics necessary in today’s fast changing search world. The course, which covers SEO methodology, concepts and strategies, will provide the process needed to achieve significant traffic. Focusing on white-hat search engine-compliant SEO methods, the course covers techniques allowing you to change your sites while staying away from the techniques that will get you in trouble. Others that have completed the extended course have raved about it, and this training will be no exception.

Email Marketer’s Toolkit For Success San Francisco Marriott, 55 Fourth St. 9a-5p Want to compare your email marketing goals and campaigns with best of breeds in your category and take your programs to the next level?

Attend this session for a quick review of marketplace winners and losers and then dive into expert-led topical training that will help you define the right strategy, implement it, measure results, and promote replicable success across your organization.

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The training covers how to: - select properly performing keywords - identify and characterize your competition - analyze and edit your own content - avoid Spam - develop links worth having - include Engagement Objects - measure your success Instructor § Bruce Clay, President, Bruce Clay, Inc. Plus you get a one-year free subscription to the SEOToolSet. Each student receives a free copy of Search Engine Optimization For Dummies: All-in-One Desk Reference.

Agenda: - Introduction and state of the union - Winners and losers - Understanding goals and aligning with strategy - From strategy to execution (audience recruitment, campaigns, and best practices) - Mastering metrics (beyond the click, metrics to increase performance) - Audience Response (during this time, audience members are encourage to present the experts with case-based challenges that the session leaders and audience members will collaborate to address) - The test Instructor § Kevin Senne, Director, Strategic Services, StormPost § Aaron Smith, Director, Creative Technologies, Smith-Harmon All attendees will receive a comprehensive resource booklet containing expert whitepapers and educational materials from across the EEC member base.

Sessions SearchEngineStrategies.com ยง SES

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Day 2: Tuesday, Aug. 17 (Search & Social) Search: Where to Next?

Moscone West (4th & Howard streets) 9:30-10:45a

Conference Welcome & Morning Keynote Speaker § Jeffrey Hayzlett, CMO, VP, Eastman Kodak Company

11:30a-12:30p

Introduction to Search Engine Marketing

This session will provide a clear and concise overview of the key concepts involved in search engine marketing. Who are the major search engines, and how can you best optimize them to gain “natural” or “organic” traffic without cost? Learn how to achieve top ranking or placement by utilizing search engine advertising opportunities. This is a must-attend basic session for anyone new to Search Engine Strategies events.

Introduction § Bryan Eisenberg, NYTimes Bestselling Author, bryaneisenberg.com Solo Presentation § Dr. Ralph Wilson, Founder & Editor-in-Chief, Web Marketing Today

Sponsored Session

Sessions

How Large Advertisers are Accelerating their SEO with Social Media

In recent months, Google made changes to its search results page. Bing has done the same. With new time-delimited filters — most notably the “latest” link — SEO is no longer just about crawlability, content, and links, but also integration with social media platforms to present “recency.” This session will address how large advertisers, internal SEO teams, and agencies will need to adapt from a process, technology, metrics, and content-development standpoint. Two leading Fortune 500 brands will discuss their plans to integrate SEO and social media to take advantage of this opportunity.

It’s been said that the best way to predict the future is to invent it. And almost everyone likes to speculate about the future. When it comes to search marketing, none are better at it than our veteran panel of industry insiders. Join us for an illuminating discussion as we peek into the next generation of digital marketing and predict what search might look like in the following five to 10 years. What should be on your search radar for 2010 and beyond? Does the key to the future of search lie in personalization? Do social networks herald the end of search? Certain industry pundits have even been heard to say that SEO is dead. The future is coming. Are you ready for it?

Moderator § Graham Mudd, VP, Search & Media, comScore, Inc. Speakers § Brian Kaminski, COO, iProspect § Marc Poirier, Co-founder & CMO, Acquisio § Shashi Seth, SVP, Search Products, Yahoo!

SEW Labs

PPC Lab Primer

Paid search, often referred to as pay-per-click (PPC), or cost-per-click (CPC), remains one of the quickest ways to drive traffic to new content and ensure your text ads reach the right audience. It’s effective too because your business only pays for the clicks that your ads receive.

What are some of the pitfalls to avoid? How can you make your dollars go further? In this session, we’ll discuss the nuances of how PPC actually works and give you the necessary knowledge to set up, monitor and continuously improve your campaigns. Effective keyword research, copywriting tips, landing page creation, geo-targeting, ad networks, budgeting for paid search, and the basics of bidding and campaign management are all part of the discussion. This “primer” session will help you understand how the bid management engines work and how to structure campaigns to maximize your ROI. Complementing the PPC Lab Primer will be the PPC Lab, where we will be executing the theory on your own paid search accounts. If you want to see improvements, it’s time to be daring so grab an “egghead” and give us permission to publicly dissect the inner-workings of your campaigns, from bidding to conversion.

SEW Labs Chief Egghead § Jonathan Allen, Director, SearchEngineWatch Speaker § Kevin Lee, Co-founder & Executive Chairman, Didit

Moderator § Arnel Leyva, Director, Product Marketing, Covario Speaker § Jeff MacGurn, Senior Manager, SEO Services, Covario § Doug Loots, Online Marketing Manager, Wells Fargo

Introduction to Analytics

Cut to the chase! Use analytics tools to get the specific answers you need about your search marketing campaign’s economic performance, your users’ on-site behaviors, and how to look for major red flags in traffic patterns. This slate of experts will keep you focused rather than poring through hundreds of pages of meaningless statistics.

Introduction § Noran El-Shinnawy, Internet Marketing Manager, Acquisio Solo presentation § Tami Dalley, Director, User Experience Optimization, ROI Labs

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1:30-2:30p

Successful Information Architecture

Information architecture is the core ingredient to getting the most out of your website. Mix into the batch content, navigation, design, technical development, and SEO, and you should end up with a spectacular dish.

However, more often than not, priorities are not defined appropriately, leading to poor results. This session will focus on how to organize, prioritize, and optimize each ingredient to get the best outcome for your website. Includes tools and techniques to help.

Moderator § Adam Audette, President, AudetteMedia, Inc. Speakers § Shari Thurow, Founder & SEO Director, Omni Marketing Interactive § Eleanor Hong, Lead Editor, SEO, ABCNews.com

For room locations, see the agenda on p. 7-13 or floor plan on p. 15-18

Digital Asset Optimization

Search result multiplicity is not a new phenomenon, but recent advancements guarantee that the world of search and marketing will be changing forever. How do the new “blended” search results pages affect your marketing strategy? Do these changes mean that the major search engines are eager to keep the “second click” on web properties owned by themselves? How popular are the new blended search results with users?

Moderator § Anne Kennedy, International Search Strategist, Beyond Ink USA Speakers § Josh Cobb, Sr. Director, Americas | Business Development & Partnerships Group, Yahoo! § Kristjan Mar Hauksson, Founder & Director of Search & Online Communications, Nordic eMarketing § Chris Boggs, Director, SEO, Rosetta

Meaningful SEO Metrics: Going Beyond the Numbers

As knowledge of SEO 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.

Tuesday

SEW Labs

SEO Lab Primer

Search engine optimization (SEO) describes a multitude of activities that you can perform to boost the level of targeted visitors who reach your website via search engines. Why do some sites rise to the top of a search engine results pages (SERPs)? It’s a complex problem that is difficult to even start thinking about. In this session, we’ll discuss fundamental principles and ways to look at your website from a search engines point of view. We’ll also share tips to help you better understand your audience, and will finally brainstorm ways that you can marry these two perspectives together to gain increased “natural” or “organic” traffic.

This “primer” session will help you understand what the search engines are looking for and, in particular, how the principle of building your site for your customers is rewarded by the search engines. In clear, nontechnical language, you’ll learn about topics such as keyword analysis, link development, page design, duplicate content, and have some building blocks to continually improve your strategy. Complementing the SEO Lab Primer, will be the SEO Lab, where we will look at executing some of the theory directly on your website. You have to be in it to win it, so drop us your business card, or grab one of our “eggheads” at the SEO Lab Primer to queue up your site for work in the labs.

SEW Labs Chief Egghead § Jonathan Allen, Director, SearchEngineWatch Speaker § Rand Fishkin, CEO, SEOmoz.org

3-4p

Link Building Basics

Moderator § John Marshall, CTO, Market Motive

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.

Speakers § Richard Zwicky, Founder & CEO, Enquisite § Ray “Catfish” Comstock, Director of SEO, BusinessOnLine § Jon Glick, VP of SEO & GM European Web Properties, Become.com

Moderator § Bill Hunt, President, Back Azimuth Consulting

Introduction to Information Retrieval on the Web

This session could well be entitled “how search engines work,” as it delves into the methods used by crawler based search engines such as Google. Understanding how search engines gather information from billions of documents and index them is essential knowledge for search engine marketers. And having a much better understanding of how hyperlink based ranking algorithms such as Google’s PageRank works, goes a long way towards helping you develop a solid linking strategy.

Find out how search engine crawlers work, how keywords are weighted and indexed, how hyperlink-based ranking algorithms work, how end user behavior can affect ranking, and how to future proof your search marketing strategy in a new decade of search. And it’s all broken down into simple-to-understand terms and analogies.

Introduction § Erica Schmidt, Global Search Director, iProspect Solo presentation § Mike Grehan, Global VP Content, SES/Search Engine Watch/ClickZ

Speakers § Christoph Cemper, Managing Director, Cemper.com § Debra Mastaler, President, Alliance-Link § Richard Stokes, CEO, AdGooroo

Content Marketing Optimization

The core of any search or social media marketing program centers on content. Digital assets, rich media, web pages, MS Office, and PDFs, as well as content created and shared by consumers all offer opportunities for optimization. If it can be searched, it can be optimized. Online marketing is increasingly competitive and brand marketers world-wide are seeking real advantages that will improve the efficiency and impact of their social media and SEO efforts. This session provides unique insight into content-based optimization strategies and processes, as well as tactics for sourcing, creation, and promotion of optimized content on the social web.

Introduction § Heather Lloyd-Martin, CEO, SuccessWorks Solo presentation § Lee Odden, CEO, TopRank Online Marketing

SearchEngineStrategies.com § SES

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Sessions

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Tuesday Deep Dive Into Analytics: When Bounce Rate No Longer Floats Your Boat

Moderator § Greg Jarboe, President & Co-founder, SEO-PR

Once you have the fundamentals of web analytics under control, it’s time to take the next step into deep dive analytics. It’s all about answering specific business questions and using your web analytics data to drive tactical and strategic decision making. This session will provide you with all of the essentials to get down and dirty with your data.

Speakers § Wendi Sturgis, VP, North America BD and Partnership Group, Yahoo! § Heather Lloyd-Martin, CEO, SuccessWorks § Rand Fishkin, CEO, SEOmoz.org § Michael DeHaven, SEO Product Manager, Bazaarvoice

Moderator § Bryan Eisenberg, NYTimes Bestselling Author, bryaneisenberg.com

Introduction to Remarketing

Speakers § Tami Dalley, Director, User Experience Optimization, ROI Labs § Marty Weintraub, President, aimClear § Matthew Bailey, President, Site Logic Marketing Sponsored Session

10 Things To Supercharge Your SEM Campaigns

From PPC to organic SEO, social media to landing page testing and optimization, this session is designed to give users — from beginners to experts — real, actionable tips, strategies, and secrets to get more out of your online marketing efforts Learn how to obtain free leads from Facebook, grow your PPC results without spending a dollar more, and how to boost your conversion rates of forms and carts with changes that take just minutes. Filled with real-life examples, case studies, and statistics, this can’t-miss session promises to inform and entertain, and is brought to you by the No. 1-ranked SEM firm worldwide, as ranked by TopSEOs.com.

Speakers § Michael Mothner, Founder & CEO, Wpromote Inc. § Michael Stone, VP, Sales & Strategy, Wpromote Inc. SEW Labs

Sessions

PPC Lab (2 hours, 3-5:15p)

SEW labs is a new format session for SES. Expanding on the popular site clinic approach that features live website audits from leading experts, it becomes more of a peer-group learning experience. Each lab session is preceded by a primer session to ready attendees for the main event.

The audience will participate with industry experts and search engine representatives in analyzing and auditing attendee websites. Think “crowd-sourcing consultancy” sessions in a live classroom environment.

Director of Search Engine Watch Jonathan Allen will mix with the audience during each session and oversee the deconstruction and reconstruction of websites for optimal performance in SEO, PPC, video, and local search, using real-time examples.

SEW Labs Chief Egghead § Jonathan Allen, Director, SearchEngineWatch Speakers § Christine Churchill, President, KeyRelevance § David Roth, Director of Search Marketing, Yahoo!, Inc.

4:15-5:15p

Developing Great Content

Without meaningful content and compelling copy, your website is not grabbing the attention it deserves. In this session, we’ll explore a diverse range of web content development strategies along with innovative techniques for dramatically boosting the visibility and interactive appeal of your site. From SEO copywriting tips that encourage consumers to click to persuasive design strategies that turn browsers into buyers, it’s all about improving the end user’s experience through superior content.

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SES § August 2010 {San Francisco}

Research shows that as many as 90 percent of the people who visit a website leave without completing any action that online marketers intend them to take, such as making a purchase. A devastating statistic like this should propel marketers to find more effective techniques for communicating with their customers online. It’s shocking that despite this knowledge, remarketing remains the most underutilized online marketing technology (source: Survey by Advertise.com and SEMPO, Dec. 2009). Remarketing, also known as retargeting, is a technology that allows marketers to show their ads to former site visitors while they surf elsewhere on the web. Sounds very simple; however, a lack of awareness around the technology has ruffled some feathers in the industry. In this session, industry experts will share their experiences with remarketing and the impact it has had on advertisers’ overall ROI. The panelists will also address the lack of awareness and the issues that have arisen surrounding remarketing as a result.

Moderator § Matt McGowan, Publisher & Head of U.S., Incisive Media Speakers § Daniel Yomtobian, CEO & Founder, Advertise.com § Rob Leathern, CEO, XA.net § Kevin Lee, Co-founder & Executive Chairman, Didit § Aitan Weinberg, Senior Product Manager, Google Inc.

21 Secrets of Top-Converting Websites

The average conversion rate for a website is around 3 percent, but many websites convert at 10 percent or higher. What do they do that you may not be doing? Bryan Eisenberg, who has been helping companies improve their conversion rates since 1998, will reveal 21 of his most valuable tips that will help you increase your conversion rate. In this fastpaced session, you’ll find relevant examples from retail sites, B2B sites, publishers, and everything in between. Learn the key principle of GTC (get the cash). You’ll never be able to look at a website the same way again.

Introduction § Anne Kennedy, International Search Strategist, Beyond Ink USA Solo presentation § Bryan Eisenberg, NYTimes Bestselling Author, bryaneisenberg.com

SEO Through Blogs & Feeds

Not yet running a blog? Not syndicating your content through web feeds?

Then you’re missing out on an important area that can help your overall SEO efforts. Learn more about the unique advantages blogs and feeds offer to search engine optimization.

Moderator § Craig Macdonald, SVP & CMO, Covario Speakers § Sally Falkow, President, PRESSfeed § Lee Odden, CEO, TopRank Online Marketing SEW Labs

PPC Lab (2 hours, 3-5:15p) Details above.

For room locations, see the agenda on p. 7-13 or floor plan on p. 15-18

Theater Presentations Moscone West, Expo Hall 11-11:20a | Yahoo! Search Come hear what’s new with Yahoo! Search Marketing, and receive a free gift (while supplies last).

Speaker: Jon Mette, Senior Strategist, Search Optimization & Strategy 11:30-11:50a | Wpromote Inc. From PPC to Landing Pages: Using Messaging to Instantly Boost Campaigns In this one-of-a-kind session, we will reveal the results of tens of millions of visitors, and hundreds of thousands of conversions, and explore how unique and consistent messaging can instantly boost your SEM campaign results. Using real-life examples and statistics, you will leave with fresh and cutting-edge concepts that can be implemented with ease, regardless of your campaign size or goals. From PPC ads to SEO tags, landing page headlines to button text, this session promises to be unique, memorable and ultimately profitable!

Speaker: Michael Mothner, Founder & CEO 12-12:20p | Findology Interactive Media Direct Navigation as an Alternative to Search Direct navigation is an emerging market for advertisers seeking new ways to receive highly targeted and highly qualified traffic. Presently, only a few companies deliver this traffic via domain and toolbar channels. This intent-driven traffic is the next logical step in the way that users are delivered to advertisers.

Speaker: Pete Neumann 12:30-12:50p | Google Optimization & Competitive Analysis in the Opportunities Tab Get an overview of the changing search landscape as we explore the changes that led us to develop the opportunities tab. We’ll also outline the benefits of the opportunities tab, demonstrate how you can customize the tab, and review case studies of advertisers who have used the opportunities tab to improve AdWords performance. To close, we’ll demo the newly launched “analyze competition” feature, which allows advertisers for the first time to compare their AdWords performance to that of advertisers in similar keyword categories.

Speaker: Alexandra Kenin, Product Marketing Manager 1-1:20p | Bing Come hear about Bing’s new features and advertising opportunities.

Speaker: Rathna Sharad, Group Product Planner, Microsoft 1:30-1:50p | Ask Sponsored Listings PureLeads In 2009, Ask Sponsored Listings (ASL) recognized that the majority of its advertisers shared a common challenge. This challenge will be addressed, along with ASL’s solution to develop PureLeads technology, created to ensure high quality traffic and overall better results for its advertisers.

Speaker: John Harvey Faurholt 2-2:20p | Raven Internet Marketing Tools How to Create Professional Internet Marketing Reports on the Fly Stop wasting days or weeks collecting campaign data, and then struggling to create coherent, professional-looking reports for your clients and managers.

Learn how to create actionable, comprehensive reports that include link building, analytics, ranking, and social media details in mere minutes.

Speaker: Taylor Pratt, Product Marketing Manager 2:30-2:50p | iContact 5 Things Your E-mail Recipients Want You to Know When you’re communicating with customers and prospects, it’s important to give them the information they want, in a way they want to receive it. Join us to

Tuesday

hear the tips that will help you succeed in your e-mail marketing campaigns. It’s the information your recipients want you to know, but are too afraid to tell you.

Speaker: Jonathan Kremer, Partner Development Manager 3-3:20p | Bruce Clay The New SEOToolSet v.5 See the unveiling of the next generation of Bruce Clay, Inc.’s powerful SEOToolSet. Designed for today’s global Internet market, the new SEOToolSet software offers multi-language support and an integrated suite of search engine optimization tools that includes project management, user roles, and many robust features. Don’t miss this live demo.

Speaker: Bruce Clay, President 3:30-3:50p | Searchmetrics GMBH Learning from your competitors & get ahead in organic search Get beyond reporting and analyzing your own search performance — what really will put you ahead is understanding what your competitors are doing, for what keywords they are ranking well, what paid search campaigns they are running, how their websites are built and optimized, and where they are getting their links from. Learn how to manage this universe of deep and detailed data with highlighting of critical data and actionable recommendations.

Speaker: Erick Waggoner, VP Sales, North America 4-4:20p | Marin Software Social + Search — The Search Marketers Guide To Facebook Ads Join us to learn how sophisticated search marketers are using Facebook ads to drive downstream searches and conversions. In this informative session, Marin will highlight some of the ways that marketers can leverage their existing bidding, campaign management, and creative optimization skills to succeed in the world of paid advertisements on Facebook. Attendees will gain insight into best practices for micro-segmenting audiences and managing creative to maximize response and ROI. The session will also cover techniques for measuring the cross-channel impact of Facebook ads.

4:30-4:50p | Trada Inc. Crowdsourcing: The Pros & Cons of Leveraging the Crowd for Paid Search Search marketers are always looking for the next thing in paid search.

Crowdsourcing is giving small- and medium-sized businesses unprecedented access to expertise, where otherwise they would have had to hire expensive consultants or learn the skills themselves. Crowdsourcing provides a whole new earning mechanism for already credentialed PPC professionals to make money without requiring them to recruit and manage customers. Lastly, crowdsourcing is proving that more minds working on a paid-search campaign is better than any single person.

Speaker: Niel Robertson, Founder & CEO 5-5:20p | Local.com Optimizing Local Listings In the early days of cartography, when the mapmakers didn’t know what was in an unexplored part of the world, they would often write the warning, “Here be monsters!” With Google, Yahoo, Bing, and many others introducing a new form of SEO that deals specifically with maps and local business listings, many may feel that the ancient mapmakers were right and that monsters indeed do lie in wait among the bots and crawlers of this new frontier. In this presentation, we’ll offer modern-day tips for optimizing local business listings on the major and minor search engines to avoid these modern day monsters of search.

Speaker: Jeff Ferguson, Senior Director of Online Marketing 5:30-5:50p | 15miles OMG — You’re competing against your own brand!

Must-do steps to align your national-brand and local-outlet advertising efforts online. In this session, we’ll explain the essential steps national and local marketers must take to ensure their advertising efforts in search, as well as social marketing, are not competitive, but complementary. Gregg’s poignant tips will help you get the most out of your online marketing so you can make sure every dollar counts. Be sure that your distributors and marketing partners are not your competitors.

Speaker: Gregg Stewart

SearchEngineStrategies.com § SES

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Sessions

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Tuesday 2:30-3:30p

Online Marketing Summit Moscone West (4th & Howard streets) 11a-12p

Generating New Business Leads with Corporate Blogging

While looking for ways to increase Facebook fans and Twitter followers, companies may have forgotten about one of the most proven social media tools that can directly impact the bottom line: corporate blogging. This social media workshop will discuss the powerful medium of business blogging, and how companies can tie their blogs to search engine results, helping them reach new customers at the critical moments when these prospects are online and searching for answers and solutions.

Speaker § Chris Baggott, CEO, Compendium

Marketing in the Facebook Era: Preparing for a New Kind of Customer Relationship

The holy grail for marketers is a 100 percent response rate for their campaigns. Well, the data shows unequivocally: Response rates goes up dramatically when the communication feels are personalized or is endorsed by a friend. With hypertargeting, news feeds, and retweets, Facebook and Twitter give us the opportunity do both. Companies need to be where customers are, and with over 500 million members on Facebook and 50 million each on Twitter and LinkedIn, chances are high your customers and prospects are logging into social networks every day. In this social media workshop, learn why Facebook is transforming the marketing discipline and see how to use social networks to transform your marketing funnel with increased leads, conversions, and word of mouth.

Case Study: Using Social Media & Lead Nurturing for Demand Generation

Marketo shares the specific programs and tactics they used to drive revenue, content and social media use to generate leads, best practices for lead nurturing and lead scoring, and advanced techniques to measure and forecast marketing’s impact on revenue.

Speaker § Jon Miller, VP Marketing, Marketo

Using Data-Driven Decisions to Enhance Cross-Channel Marketing

As digital communication evolves, so does the need to reassess how online and offline data work to achieve long-and-short-term goals.

Hear tips and tactics on how to strategize and execute a cross-channel campaign.

Speaker § Kevin Akerman, Director, Global Product Development, Experian Marketing Services

3:45-4:45p

The SEO Value of Social Media

Social Media and SEO have never been more intertwined than they are today. Not only are social media elements like tweets and reviews making their way into search results, but Google’s new social search is a clear indicator that social media’s effect on search is going to continue to grow in importance. By aligning your social media campaign with SEO best practices and your optimization strategy, you not only maximize the ROI of your social media program, but you begin to set the foundation for future organic search success.

Sessions

Speaker § Ray “Catfish” Comstock, Director of SEO, BusinessOnline 1-2p

The 10 Imperatives of the Marketing Revolution

Marketing is in the midst of revolutionary change that has marketers standing at the crossroads of irrelevance and investment due to the proliferation of new channels, ROI pressures, and customers’ growing appetite for personal relationships with brands. This online marketing session will help you overcome these challenges and drive change.

Speaker § Stefan Marsland, Manager, Global Digital Strategy, Aprimo

Optimizing Conversions & ROI with Analytics

Conversion rate is an aggregate metric for how “well” your website performs for each of your customer segments. There is a wide variety of reasons why people come to your website. In this talk, we will discuss how you should think about conversion rates for each of your customer segment, and how to optimize them. You will also learn why return on advertising spend (ROAS) is a false prophet, and what is a better way to measure the success of your online marketing efforts for the long run.

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SES § August 2010 {San Francisco}

Panel: Privacy, Trust, Mobile, Social, Local, and Emerging Trends

Hear from local and national thought leaders on how emerging trends in online marketing are affecting campaign efforts. Get tips on how you can stay ahead of the curve, directly from those setting the pace and making the news.

Speakers § TBA, Marketwire § Thomas Koletas, SVP, Advertising Programs, MadisonLogic § Antonio Espinoza, Director, Account Management, Webmarketing123

Sessions SearchEngineStrategies.com ยง SES

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Day 3: Wednesday, Aug. 18 (Media Zone) Crossing the Digital Divide: The Leap From Search to Display Moscone West (4th & Howard streets) 9:30-10:30a

Morning Keynote

Speaker § BJ Fogg, Director, Persuasive Technology Lab, Stanford U.

11a-12p

SEO 101

Search has one of the lowest customer acquisition rates, simply because it is a “pull” medium, allowing people to find you when they need you.

Search engine optimization will help you position your website properly to be found at the most critical points in the buying process. This SEO overview will help you understand what the search engines are looking for, and how the principle of building your site for your customers will also please the search engines. In clear, non-technical language, you’ll learn the latest optimization trends along with the best practices necessary to make an immediate impact on your web presence and profitability.

Introduction § Richard Zwicky, Founder & CEO, Enquisite Solo presentation § Bruce Clay, President, Bruce Clay, Inc.

News Search Optimization

News search engines offer a great way to receive targeted traffic related to breaking topics or to help with a public relations launch. In this session, we look at how to make use of press releases and news content to tap into the power of news search.

Sessions

Moderator § Dana Todd, CMO, Newsforce Speakers § Brent Payne, SEO Director, Tribune § Allison Fabella, SEO & Social Media Mgr, The Atlanta Journal-Constitution § Topher Kohan, SEO Manager, CNN § Eleanor Hong, Lead Editor, SEO, ABCNews.com

Bringing SEO In-House: The Pros & Cons

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, you’ll learn what you’ll need to do to manage a successful in-house SEO program that runs smoothly. There are many groups involved in SEO besides the subject matter experts, and if you are responsible for SEO, you need to implement these tactics that will increase the productivity and reduce the frustrations you face on a regular basis. Come and see marketers deliver the keys to success in building well-integrated search marketing programs that thrive on support from all levels of the company.

Moderator § Erica Schmidt, Global Search Director, iProspect Speakers § Prashant Puri, Director of Acquisition Marketing, BookRenter.com § Laura Callow, Senior Search Marketing Manager, Intuit Canada, Global Business Division § Bob Tripathi, Customer Marketing Manager, Sears Holdings § Erika Brown, EVP, Digital Media Practice, Frost & Sullivan

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SES § August 2010 {San Francisco}

Many advertisers who embrace the highly measurable, highly efficient world of search engine marketing remain on the sidelines in display.

Historically, display advertising has lacked the targeted pricing, placement, and ROI of search. The advent of new display optimization technologies and next-generation ad exchanges, however, is offering a radically fresh take on an outdated media model. Demand-side platforms, in particular, offer advertisers better control over pricing and targeting, and power these advantages by creating advertiser-specific algorithms.

(That’s a shift of power that search marketers can definitely appreciate.)

In this session, you’ll get a “101” introduction to DSPs and ad exchanges, as well as advice for experienced search advertisers who want to take a first foray into exchange-traded display to broaden their media mix.

Moderator § Jeff Ferguson, Senior Director, Online Marketing, Local.com Speakers § Sacha Berlik, Founder & CEO, mexad § Dave Zinman, VP & GM, Display Advertising, Yahoo! Inc § Mike Baker, President & CEO, DataXu SEW Labs

Local Lab Primer

Local search appears at the top of search results pages, and searchers respond by clicking on the restaurant, stylist, or car service they’re looking for. Even if you are not listed, your competition probably will be.

So where do those local results come from, and how do you get your business listed? Which are the major players you can’t afford to ignore?

Do you know the data source providers to the search engines? This session will show you how local search can bring you not just website traffic but also foot traffic. We’ll take a peek at “check-in” via social media apps like Foursquare and Gowalla, and we’ll discuss Twitter local trending topics, Facebook’s entrance into the geo-location foray, Bing’s map apps, and how Google Places has opened its doors to local businesses. If you’re planning to attend the SEW Local Lab on Day 3, then you can’t afford to miss this primer, which will lay the foundation and provide you with the basic tools and perspective to dig deeper into local search. Find one of the “eggheads,” and tell them about the specific challenges you are facing and, in the following Local Lab, we’ll begin brainstorming ideas with our experts to make you king of your hill.

SEW Labs Chief Egghead § Jonathan Allen, Director, SearchEngineWatch Speakers § Steve Espinosa, VP of Innovation, eLocal Listing, LLC § David Rodecker, Founder & CTO, Relevant Ads Inc.

1-2p Sponsored Session

It’s All About the User: Search Insights for Your Site

As websites gear up now for a promising end to 2010, it’s time to consider whether you’re bringing the best available technologies, data analysis, and search innovations to your users. With some sites breaking away from the pack with features like query auto-suggest, instant response times, and surprising yet intuitive user features, the gap between run-of-the-mill landing pages and high-converting, interactive sites isn’t going away. Learn how best practices in information technology can translate into big conversion rate gains, revenue increases, and user satisfaction wins for your online business. You’ll leave the session with a sense of what’s on the horizon for on-site search.

Speaker § Nitin Mangtani, Senior Product Manager, Google Inc.

For room locations, see the agenda on p. 7-13 or floor plan on p. 15-18

Theater Presentations Moscone West, Expo Hall 10:40-11a | AdGooroo, LLC The Future of Link Building What if you could instantly eliminate 95 percent of the garbage link opportunities out there? Instead of thinking you need 10,000 links to win, what if someone could show you the 50 that matter? What if you were given a personalized map that shows you the best links for your website as well as the ones you should avoid? AdGooroo’s Link Insight will show you the way.

Speaker: David Fahey 11:10-11:30a | eZanga.com How to Select the Right SEM Management Firm Time is of the essence when it comes to managing a business, which is why more companies are turning to the experts to take care of their search engine marketing (SEM) campaigns. Choosing the right SEM firm to handle your campaign can be just as important as the decision to do SEM. During this discussion, we will explore the options of using in-house resources versus outsourcing a company to manage it. Richard will discuss what you should look for in an outside company and what tools should be in place for your campaign.

Speaker: Richard Kahn, CEO 11:40a-12p | LookSmart Search Ad Networks: Everything You Always Wanted to Know (but were too afraid to ask) Learn exactly what a search ad network is (and is not), and how search marketers are leveraging networks to expand their pay-per-click campaigns beyond the big search engines. Allen will discuss the diverse types of search traffic available on the ad networks, the corresponding value of that traffic based on searcher intent, and how advertisers can work with providers to segment their bids so they are paying for the right keywords matching the right traffic at the right price. You’ll also get a checklist of questions that advertisers and search marketers should ask when evaluating new ad networks to partner with.

Speaker: Allen Hammock 12:10-12:30p | Marchex Improving Advertising Performance with Call Analytics Call analytics is a powerful product for any marketer looking to improve their advertising performance. With it, you can clearly see which ads, campaign,s and channels are bringing in calls, and which aren’t — so you can make changes on the fly to improve your advertising ROI. In this session, you’ll learn how a search

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.

Wednesday

engine marketing agency used call analytics data to dramatically improve their client’s lead generation totals and overall advertising ROI. Speaker: Scott Pyper, National Sales Director Call Analytics 12:40-1p | Sedo.com Domain Names: Strategic Insights for SEO Learn more about how premium generic domain names play an important role in big picture SEO strategies. Discover the real value of domain names and how to develop a domain name strategy to achieve your marketing objectives. Realworld case studies will provide insights and examples of how organizations are capturing and growing their market share through domain names.

Speaker: Ryan Colby 1:10-1:30p | iCrossing Test That Ad! A deep dive into the most important things to think about when copy testing: what makes your paid search ad stand out on the SERP, does good CTR mean a good quality score, can we still properly prequalify visitors, how much can copy really influence conversion rates, bending the engine’s ad copy rules, display URL tricks, why dynamic keyword insertion doesn’t always make sense (and when to avoid it), and more. This session aims to educate and surprise even the advanced paid search marketer.

Speaker: Reid Spice, VP, Search Media Insights 1:40-2p | Unica Corporation Align Social Media Metrics with Your (True) Business Goals: The Art & Science of Measuring the Social Web Social media is top of mind for marketers today, but there’s much to learn before mastering this new marketing venue. Effective, meaningful analytics can play a key role in helping you manage your approach to social media and improving it over time. For web analytics solutions, an open architecture that lends itself to extending traditional web metrics with additional data is paramount. Learn how Unica NetInsight provides an open and flexible data architecture.

Speaker: Joe Cosentino 2:10-2:30p | Acquisio 5 Secret PPC Metrics Your Competitors Don’t Want You To Know Are you like most advertisers who monitor the obvious metrics from their paid search efforts, looking at things like impressions, click-throughs, and conversion? Only top advertisers go beyond average metrics and merge their PPC metrics and their web analytics for deeper, more powerful insights.

Think you’ve got what it takes to compete in the search battle? Learn how to combine your paid search and web analytics metrics to create more meaningful reports, make better decisions, and increase ROI — or your competitors will.

Speaker: Marc Poirier, CMO & Co-founder

Stretching Your Marketing Dollars: The Upside of Search

Small to medium-sized businesses (SMBs) across all industries are being forced to weigh cost versus benefit with every decision they make.

However, just because you’re compelled to stretch your marketing dollars doesn’t mean their effectiveness should be sacrificed to fit leaner budgets. Get tips that will help you pick up the valuable traffic being left behind by your competitors while putting your business on the path to profitable growth. Our panel of industry experts will teach you the secrets to maximizing your exposure via organic, paid search, and local search — without emptying your wallet or cutting sales or leads.

Moderator § Susan Bratton, Co-founder, Personal Life Media

Moderator § Michael Stebbins, CEO, Founder, Market Motive

Speakers § Lisa Buyer, President & CEO, The Buyer Group § Kristjan Mar Hauksson, Founder & Director of Search & Online Communications, Nordic eMarketing § Sally Falkow, President, PRESSfeed § Brett Tabke, CEO, WebmasterWorld

Speakers § Eli Goodman, Search Evangelist, comScore, Inc. § Bob Myhal, President, MuscleMaster § John Sherrod, Senior SEO Technologist, Search Discovery, Inc. § Allen Hammock, Director of Technical Sales, LookSmart, Ltd. § Frederick Vallaeys, AdWords Evangelist, Google SearchEngineStrategies.com § SES

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Sessions

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Wednesday Getting Mobilized! Mobile Marketing Strategies

Learn basic mobile marketing strategies that are attracting mobile traffic today. This session will focus on mobile SEO, but will also touch on driving traffic and conversions with mobile applications, text messaging, and mobile e-mail. You will learn what you need to know to develop, launch, and track an integrated mobile marketing strategy. This session will help attendees understand how mobile marketing fits into the traditional and online marketing mix and determine what mobile marketing strategy is most appropriate for their business. It will provide tips for updating existing sites to work on a variety of mobile devices and will expose the major SEO mistakes that are being made by some of the top mobile marketing agencies. Attendees will walk away with a clear understanding of basic mobile SEO best practices including mobile site architecture, local, and universal SEO tactics that work in a mobile application.

Moderator § Paul Cushman, Senior Director, Mobile Sales Strategy, Yahoo!

Speakers § Cindy Krum, CEO, Rank-Mobile, LLC § Pavan Lee (Peiwen Li), Senior Research Manager, Microsoft § Sandeep Aggarwal, Managing Director, Internet & Software, Caris & Company § Michael Martin, Owner, Mobile Martin SEW Labs

Video Lab Primer

Sessions

Video is the most consumed content format on the web and one of the primary content types shared on the social web. Video sites themselves are separate data sources to the search engines, meaning they are somewhat immune to the auspices of their algorithms. In addition, the means to produce and broadcast video are getting cheaper everyday, so it’s fair to say that a solid video could be the winning ticket for any company. How do you start to think about video production? Who are the video sharing sites you should be looking at? How do social networks affect the consumption of video content? This session will examine how video search can leverage a voice in your audience that you never knew you had. We’ll look at what it takes to be a producer, how to get your content found and watched, and also how to be simply a curator.

We’ll also look at some of the emerging platforms and core issues in the online video industry, such as HTML 5. The video lab follows the primer, so be prepared to grab an “egghead” and pitch them your business — whether you have done any video or not. We’ll dissect your assets and the business opportunity for you in this video lab, until someone yells, “Cut!” SEW Labs Chief Egghead § Jonathan Allen, Director, SearchEngineWatch Speaker § Greg Jarboe, President & Co-founder, SEO-PR

2:30-3:30p

Scaling Up Your SEO Campaigns

Why should responsibility for something as important as SEO frequently be down to one guy? Large corporations have systems and processes in place to ensure access to marketing management information at all levels within the organization. And when your company is an international player access to reporting and analysis needs to go global. In this session the panel discusses the need for enterprise wide planning, implementation and control of SEO campaigns for improved ROI. Speakers § Mike Grehan, Global VP Content, SES/Search Engine Watch/ClickZ Speakers § Russ Mann, Co-founder & CEO, Covario § Seth Besmertnik, CEO, Conductor, Inc. § Jim Yu, Founder & CEO, BrightEdge

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SES § August 2010 {San Francisco}

Speaking Geek: How Marketers Can Work with Web Developers to Achieve Business Goals 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 presents his plans to the developers responsible for implementing the 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 § Puneet Bhasin, Independent IT Consultant, § Casey Rovinelli, Director, Digital Marketing, National Hockey League Players’ Association

Real-Time Storytelling

For mainstream media to survive, if not thrive, it must embrace social media and take on the critical role of curator of the conversation. For social media to remain relevant and avoid slipping further into a wall of noise, it must work hand in hand with news organizations to create a symbiotic storytelling relationship. The result will be a new kind of curated grassroots conversation that has the authenticity of social media and the reach and authority of mainstream media.

Moderator § Khris Loux, CEO & Co-founder, Echo Speakers § Dan Schmidt, Senior Product Manager, CBS Interactive § Andrew Lyons, Commercial Director, UltraKnowledge § Dermot Waters, Senior Director of Product Development, CNN.com Sponsored Session

Link Building in August 2010

This isn’t your grandma’s link building session.

Jim has been an industry leader in the area of link Internet Marketing Services building for over 10 years. He has seen and done it all when it comes to link building, and he knows which links affect search engine rankings, and the types of risks involved in certain types of link building. If higher search engine rankings are a major focus of yours, this is a “must attend” session.

WeBuildPages

Speaker § Jim Boykin, CEO, We Build Pages Internet Marketing Services

Competitive Research

An essential component of any search marketing plan is understanding the strengths and weaknesses of your competitors. This knowledge helps you comprehend what links to gain, ad prices to pay, content to offer, and customers to seek. In this session, we take a close look at what free and premium tools are available to deep dive into your competitors’ strategies. Join us as panelists reveal their secrets for monitoring competitive threats, while sharing tips that can be successfully applied to any business intelligence effort. After attending this session, you’ll have the skills to easily discover what keywords your competitor is targeting, how much your competitor is spending on ads, and be able to identify opportunities your competitor is missing.

Moderator § Kristopher Jones, President & CEO, KBJ Interactive Speaker § Mark Munroe, Director of Search Audience, MerchantCircle § Eli Goodman, Search Evangelist, comScore, Inc.

For room locations, see the agenda on p. 7-13 or floor plan on p. 15-18

3:45-4:45pm

Paid Search 101

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.

Introduction § Andrew Goodman, President, Page Zero Media Solo presentation § Heather Lutze, CEO & Co-founder, Findability Group Sponsored Session

Ad Innovations @ SES SF

Hear about Google’s latest innovations in ad formats, tools and reports, then learn how advertisers are using them to improve their results. Visit www.google.com/ads/innovations for a sneak preview.

Wednesday

representatives in analyzing and auditing attendee websites. Think “crowd-sourcing consultancy” sessions in a live classroom environment.

Director of Search Engine Watch Jonathan Allen will mix with the audience during each session and oversee the deconstruction and reconstruction of websites for optimal performance in SEO, PPC, video, and local search, using real-time examples.

SEW Labs Chief Egghead § Jonathan Allen, Director, SearchEngineWatch Speaker § Maile Ohye, Senior Developer Programs Engineer, Google § Rand Fishkin, CEO, SEOmoz.org

5-6p

How to Become a Link Magnet

This session will focus on PPC and SEO best practices — specific to B2B search marketers. Examples and case studies to include reaching buyers across the buying cycle; best ways to target a specific, niche audience; engaging buyers, influencers, and implementers; B2B offers such as whitepapers, demos, trials, and webinars; and lead generation tips.

Some people just have to sit at a keyboard and type for 10 minutes. Some people spend a little time mashing up a video. And some people develop a cool tool or app. What happens next? They become link magnets. In search marketing, where content is still king, we’ve talked about how to make your website a link a magnet. But with social media and personal branding, developing a great presence online can turn you personally into a link magnet. Some people have. Thousands want it. How can you develop your personal brand so that you only have to mouth an opinion and a gazillion links follow? Andy Warhol once suggested that everyone gets their 15 minutes of fame. And social media is certainly making that little prediction come true. Find out from a panel of experts how you can have your (metaphorical) 15 minutes of fame, become a link magnet, and dominate search engines.

Moderator § Patricia Hursh, President, SmartSearch Marketing

Moderator § Brett Tabke, CEO, WebmasterWorld

Speakers § Lauren Vaccarello, Sr. SEM Manager, Salesforce.com § Andrew Chang, Marketing Manager, LinkedIn § Scott Brinker, President & Chief Technology Officer, ion interactive

Speakers § Aaron Kahlow, Chairman & Founder, Online Marketing Summit § Rand Fishkin, CEO, SEOmoz.org § Jim Boykin, CEO, We Build Pages Internet Marketing Services

Twitternation & Automation

Beyond the Click: What Shoppers Need Now

Moderator § Matt McGowan, Publisher & Head of U.S., Incisive Media

Moderator § Aaron Kahlow, Chairman & Founder, Online Marketing Summit

Speakers § Tracy Falke, Social Media Specialist, Freestyle Interactive § Paul Madden, Owner, Crea8 New Media

Speakers § Nitin Mangtani, Senior Product Manager, Google Inc. § Noran El-Shinnawy, Internet Marketing Manager, Acquisio § Lee Cohen, Sr. Director of Business Development & Sales, Become, Inc. § John Federman, President & CEO, Searchandise Commerce

Speaker § Devin Sandoz, Product Marketing Manager, Google AdWords

B2B Marketing Tips

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 are actually making via this 140-characters-is-enough micro blogging platform. Of course, the real question is how to bring your message across this huge stream of endless tweets and how to actually be heard in an ocean of white noise without breaking the bank. Obviously, automation is key here — but it does require a lot of insight into the actual mechanics of Twitter in general and online conversations in particular: Which automation tools to use? How can you prevent getting your account banned? Treading the fine line between ripping success and utter failure, it’s about the right kind of credible interaction. Learn why subtle, “suggestive marketing” works best on Twitter — and how to automate that effectively, too. Plus, effective strategies to outpace your competitors.

SEW Labs

You’ve optimized SEO, stretched your SEM dollars, and tackled social media and emerging trends head-on. But in the e-commerce world, it’s time to address the elephant in the room: low conversion rates and lagging transition to the online channel among otherwise tech-savvy consumers. Shoppers who click over accept the same fast, streamlined search experience on retail sites themselves, but are less and less impressed as e-commerce falls behind the capabilities of the web.

Research shows that 43 percent of visitors who land on a website go immediately to the search function. If the search functionality is poor, 80 percent of users will leave the site and click over to a competitor, yet many websites still rely on navigation alone. This panel will address how top retailers are bridging this off-site/on-site search gap and applying the latest in website technology and cloud-based services to change the conversion game.

SEO Lab (2 hours, 3:45-6p)

SEW labs is a new format session for SES. Expanding on the popular site clinic approach that features live website audits from leading experts, it becomes more of a peer-group learning experience. Each lab session is preceded by a primer session to ready attendees for the main event.

The audience will participate with industry experts and search engine SearchEngineStrategies.com § SES

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Sessions

A

Wednesday B2B Lead Generation Management & CRM Integration

This session will focus on post-click best practices — specific to B2B search marketers and/or companies with a complex sales cycle.

Examples and case studies will include conversion improvement tips; landing page and microsite testing; lead scoring, nurturing, and management; integration with CRM systems; and how to follow search leads through to offline sales.

Moderator § Patricia Hursh, President, SmartSearch Marketing

Speakers § Lauren Vaccarello, Sr. SEM Manager, Salesforce.com § Crispin Sheridan, Sr. Director of Search Marketing Strategy, SAP § Jamie Smith, CEO, Engine Ready Sponsored Session

Bing: What’s Happening?

With the recent release of the new Bing Webmaster Tools, Bing focused on providing a simplified, more intuitive experience focused on three key areas: crawl,

1-2p

Social Email: What’s New? What’s Next?

Optimize Your Email Campaigns Moscone West (4th & Howard streets) 8:30-9:15a

Keynote: Build Customer Relationships Through Social Approaches

It’s a constant race among companies to build and strengthen their customer relationships through social channels. How do you make sure you’re not sidetracked from building a solid foundation for that lasting relationship? EmailYogi.com’s Sundeep Kapur will share which social media channels to explore and the integrated touch-points to maximize so you can build a genuine connection with customers, fans, and followers alike. As a renowned digital evangelist, Sundeep has more than 13 years of experience dedicated to applying email, social media, and mobile to help marketers like you create cross-channel relevance with your customers. Don’t miss Sundeep’s engaging keynote as he reveals the trending specifics of e-mail marketing, design, and social media execution strategies. You will leave with actionable email marketing strategies composed of riveting and innovative approaches to challenge your marketing team and engage your customers.

Sessions

Speaker § Sundeep Kapur, Digital Evangelist, Email Yogi

9:30-10:30a SES Keynote: BJ Fogg, author, Persuasive Technology “Using Computers to Change What We Think and Do”

11a-12p

Revolutionize Your Email Design

Come hear the world’s largest concert promoter, Live Nation, as they share how innovating creative email design and experimental technology has brought them to the forefront of the industry. The rules of engagement are constantly shifting for Live Nation’s sophisticated email subscribers; see the powerful and targeted email campaigns they’ve successfully executed through testing, research and experience. Walk away with simple design decisions to optimize your email creative and turn each customer conversation into a sale.

Speaker § Matt Annerino, Director, Database Marketing, Live Nation

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SES § August 2010 {San Francisco}

While a strong following on social networks is important for today’s marketers, social media fans and followers don’t always equate to customers that buy your product. Learn how to turn social media followers into valuable, long-term customers using email marketing to enhance the performance of your social campaigns. Leaders in social email will share how they’ve used both channels together to identify their brand’s most profitable social influencers, motivate influencers to spread the word about their brand, measure the growth and value of their brand’s social presence, and target influencers and like-minded fans when they’re ready to buy.

Moderator § Susan Tull, VP Marketing, BlueHornet Speakers § Sarah Call, Senior Manager, Online Marketing, Bare Escentuals

2:30-3:30p SES general session: Real-Time Storytelling

3:45-4:45p

Email Campaigns That Will Rock Your Business!

Email marketing strategy is constantly evolving and an engaging and ongoing conversation with your subscribers is the key to a successful business. Join the discussion with innovating companies and email experts as they share their practical tips and strategies for effective, stylish email marketing designs and execution strategies. Learn what elements will grab your subscribers’ attention and hear how to collaborate with your marketing and creative teams to create stunning and compelling email campaigns that will rock your business.

Moderator § Jeanniey Mullen, CMO & Global EVP, Zinio & VIVmag; Founder, eec Speakers § Kailin Terrill, Marketing Manager, BikeBandit.com § additional speakers from Yoga Journal and Spin Magazine

5-5:45p Closing keynote

A

For room locations, see the agenda on p. 7-13 or floor plan on p. 15-18

index, and traffic. In this session, learn how to harness the power of the new tools by having the Bing Webmaster Tools team walk you through the key features such as Crawl Issues (view details on redirects, malware, and exclusions encountered while crawling sites), Index Explorer (gain unprecedented access to browse through the Bing index to verify which of your directories and pages have been included), and Submit URLs (ability to signal which URLs Bing should add to the index). You’ll also hear about the Microsoft and Yahoo! search alliance, including tips on how to be successful advertising in the new combined marketplace, which, according to comScore qSearch (May 2010), will enable you to reach up to 158 million potential customers and 30 percent of searchers in the U.S.

Wednesday

SEW Labs

SEO Lab (2 hours, 3:45-6p) Details above.

6-7p

Black Hat, White Hat Un-conferenced

Not just a workshop, not just a party — but a little bit of both. Debate issues that matter over drinks! and simplicity when choosing a partner? Hear from the city’s best.

Moderator § Matthew Boyd, SVP, Western Sales, ValueClick

Moscone West (4th & Howard streets) 9:20-9:30a

Welcome/Opening Remarks The future of display advertising.

Speaker § Jay Sears, General Manager, ADSDAQ Ad Exchange 9:30-10:30a

Analyzing the Analysts

Is Google’s future success tied less to search and more to display — to the Google Content Network and the DoubleClick Exchange? Will Yahoo! be successful at making its Right Media exchange more “premium”?

The leading Internet sector banking analysts will be on the hot seat to tell us what they see in their crystal balls.

Moderator § David Moore, Chairman, IAB & Chairman, 24/7 Real Media Speakers § Sandeep Aggarwal, MD, Internet & Software, Caris & Company § Robert Coolbrith, Think Equity § Douglas Anmuth , Director, Internet Equity Research, Barclays Capital § Brian Pitz, Equity Research, UBS 10:30-11a

The Answer Is...

Based on Jeopardy!, this is a game where digital experts compete to see who really is a digital rock star. The game was developed by Internet Advertising Institutes’ CEO Steve Bookbinder and field tested in his live digital media training course. Steve’s background as sales trainer, actor and comic makes this challenging test fun.

Host § Steve Bookbinder, CEO, Internet Advertising Institutes

11a-12p

San Francisco Media Buyers Talk Turkey

What do the leading digital buyers in the city by the bay look for in an ad network or ad exchange? How important is transparency, control

2:30-3:30p

AAAAs Talk to IAB About BT, RTB, DSP, QAG

The 4As digital committee represents the best in the business — Agency.com, Digitas, Kirshenbaum, MEC, MediaSmith, Moxie, Neo, OMD, and Starcom. Envoys from the 4As digital committee discuss the relative importance of transparency, control, and simplicity in how they partner with ad networks and exchanges.

Moderator § David Jacobs, Ad.com Speaker § Michael Brunick, VP, Partnerships & Platform Technology, Cadreon § Eliot Kent-Uritam, Associate Media Director, Mediasmith 3:30-4:30p

RTB, DSP, WTF: Is Everyone a Media Trader?

With the emergence of real-time bidding and demand-side platforms, the roles between buyer and seller are blurring. Ad agencies are employing demand side platforms to manage media in real time. Are DSPs just ad networks in disguise? What is the place of the DSP in the media value chain? Hear from an array of DSP executives.

Sessions

Future of Display: Ad Networks & Exchanges

1-2p Sponsored Marketplace Sessions LucidMedia & AppNexus

Moderator § Jay Sears, General Manager, ADSDAQ Ad Exchange Speakers § Mike Baker, President & CEO, DataXu § Zach Coelius, Triggit Inc § Jeff Green, CEO & Founder, The Trade Desk § Philip Smolin, GM, Platform Solutions at Turn 4:30-5:30p

The Client: What Does The CMO Make of This Digital Mess?

What do the leading CMOs want from ad networks and exchanges?

What are they not getting? Envoys from the CMO community discuss the relative importance of transparency, control, and simplicity in how they partner with ad networks and exchanges.

Moderator § Chuck Moran, BURST

SearchEngineStrategies.com § SES

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Day 4: Thursday, Aug. 19 (Real-time Web) Eye Tracking Research Update

Moscone West (4th & Howard streets) 9:30-10:30a

Morning Keynote

“The Four Pillars of Building Instant Trust Online” Websites and landing pages face very real trust issues — they are a scary and uncertain unknown to most visitors.

Before people will act or transact, their concerns and anxieties must be alleviated. But how can you do this online when you only have seconds to establish trust? In this provocative keynote, SiteTuners CEO and bestselling author of Landing Page Optimization, Tim Ash, will show you how to effectively use the four pillars of trust and smooth the way to your online conversion goals.

Speaker § Tim Ash, CEO, SiteTuners.com

10:45-11:45a

Paid Placement for Branded Content & Digital Advertorial

Companies are rushing to develop branded content for SEO purposes and “long tail” traffic, but what are the opportunities for more aggressive promotion of branded content other than standard banner ads? Is sponsored content (digital advertorial) effective for all companies and strategies? Panelists will discuss what types of content works best, options for supersizing visibility, and what kind of performance to expect.

Moderator § Greg Jarboe, President & Co-founder, SEO-PR

Sessions

Speakers § Dana Todd, CMO, Newsforce § Yaron Galai, CEO, Outbrain § Byron White, Chief Idea Officer, ideaLaunch § Paul Botto, VP of Sales, Brickfish

PPC or SEO? The Ultimate Search Marketing Battle

Finally see which search marketing tactic is the most cost effective, PPC or SEO. Watch these two heavyweights battle it out trying to prove who has the bragging rights to the best marketing tactic. Join us for this no-holds barred session where the SEO proponents square off against the PPC evangelists. And since the best battles are actually decided in web analytics, learn about an industry study examining visitor behavior and conversion data for visitors arriving from paid versus organic links. The data will help further fuel this hotly contested debate. Don’t miss this fun, educational, and lively session.

Moderator § Mark Jackson, President/CEO, VIZION Interactive Speakers § Melanie Mitchell, SVP, Search Strategy, Digitas § Rand Fishkin, CEO, SEOmoz.org § Erika Brown, EVP, Digital Media Practice, Frost & Sullivan § Thomas Bindl, Founder & CEO, Refined Labs GmbH

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SES § August 2010 {San Francisco}

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

Enterprise Level SEO

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

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

Local Lab (2 hours, 10:45-1p)

SEW labs is a new format session for SES. Expanding on the popular site clinic approach that features live website audits from leading experts, it becomes more of a peer-group learning experience. Each lab session is preceded by a primer session to ready attendees for the main event.

The audience will participate with industry experts and search engine representatives in analyzing and auditing attendee websites. Think “crowd-sourcing consultancy” sessions in a live classroom environment.

Director of Search Engine Watch Jonathan Allen will mix with the audience during each session and oversee the deconstruction and reconstruction of websites for optimal performance in SEO, PPC, video, and local search, using real-time examples.

SEW Labs Chief Egghead § Jonathan Allen, Director, SearchEngineWatch Speakers § Steve Espinosa, VP of Innovation, eLocal Listing, LLC § Jeff Ferguson, Senior Director, Online Marketing, Local.com

For room locations, see the agenda on p. 7-13 or floor plan on p. 15-18

12-1a

Social Media 101

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

Introduction § Harry Gold, CEO, Overdrive Interactive Solo Presentation § Liana Evans, Director of Social Media, Serengeti Communications

Channel Surfing: Measuring Profit & ROI Across Channels

Visitors take interesting paths on the way to your shopping cart, surfing through a variety of ads and search listings before arriving at your site.

Which types of ads or combination of ads are the most likely to lead to conversion — your display ads, Facebook ads, branded PPC ads, or something else? And which ads result in the highest profit and ROI? Proper attribution models give marketers scientifically valid ways to determine how particular channels had an influence on purchase or conversion. In this session, the panelists will identify various methods for determining attribution and will pinpoint common attribution misconceptions.

Moderator § John Marshall, CTO, Market Motive Speakers § Adam Goldberg, Chief Innovation Officer, ClearSaleing § Mikel Chertudi, Sr. Director, Online & Demand Marketing, Omniture § Justin Merickel, VP, Marketing & New Product Dev, Efficient Frontier § Chuck Sharp, SVP, Analytics, iCrossing

Duplicate Content & Multiple Site Issues

More and more site owners are concerned that they might get penalized accidentally or overtly because of duplicate content. If you run mirror sites, will search engines ban you? If you have listings that are similar in nature, is that an issue? What happens if you syndicate content through RSS and feeds? Will other sites be considered the “real” site and rob you of a rightful place in the search results? This session looks at the issues and explores solutions.

Moderator § Adam Audette, President, AudetteMedia, Inc. Speakers § Shari Thurow, Founder & SEO Director, Omni Marketing Interactive § Kathleen Pitcher, Senior Manager, Acquisitions Marketing, Pogo.com/ Electronic Arts, Inc. § Michael Gray, Owner, Atlas Web Service

Search Marketing Toolbox

Tools, tools, tools. From small in-house accounts to ones with millions of keywords, it’s the new advances in search marketing technology that might just make the difference between success and failure. Are there tools you could be using right now to help double your conversions, lower your costs, or save your team hours of time every week? This fast-paced session will describe the latest and greatest tools to help you to accomplish your tasks including indexing, competitive analysis, site ranking, bid management, campaign workflow efficiencies, diagnosing

Thursday

and remedying problems, page-level information, site-level information, on-page optimization and much, much more.

Moderator § Simon Heseltine, Senior Marketing Manager, AOL Inc. Speaker § Dave Snyder, SVP of Search, Blueglass § David Szetela, CEO, Clix Marketing § Mark Jackson, SEW Expert & President/CEO, VIZION Interactive § Alex Cohen, Senior Marketing Manager, ClickEquations § Ariel Bardin, Product Management Director, Google SEW Labs

Local Lab (2 hours, 10:45a-1p) Details above.

2-3p

Social & the Marketing Mix

In the last year, social media has seen a meteoric rise in exposure, insinuating itself into our collective vernacular and psyche through high profile mainstream media attention. Whether it’s a TwitPic of the Hudson River plane crash rescue, Nick Swisher tweeting from the Yankees World Series victory parade, or Burger King’s misguided Whopper Sacrifice on Facebook, marketers around the globe have seen beyond the hype and started to really understand its power. If social media is the tool, then social media marketing is the discipline. Whether you start the conversation with your audience on Twitter, Facebook, Windows Live, or simply set up a blog to start talking, you need to make sure your campaign resonates throughout your entire marketing strategy. In this session, you’ll hear from leading experts who’ll help you cut through the hyperbole and create some long-lasting, meaningful consumer connections with some useful integrated social media marketing tactics and strategies.

Moderator § Kate Kaye, Senior Editor, ClickZ News Speakers § Tracy Falke, Social Media Specialist, Freestyle Interactive § Bobby Figueroa, VP of Product Development, Yahoo! § Harry Gold, CEO, Overdrive Interactive

Managing Your Google Reputation

Google is more than a search engine; it’s a reputation engine. And every day, your potential customers are deciding whether or not to do business with you, based on what shows up in Google’s search results. A single negative review of your company, a blog post from an unhappy customer, or a 140-character tweet can result in a millions of dollars in lost sales. In this session, world-renowned online reputation management expert Andy Beal will open his playbook for managing your Google reputation. What SEO tactics will push your pages to the top? How do you occupy all of the first 10 Google results? What social networking profiles can you use to push down negative reviews of your company? This is no high-level “let’s look at some case studies” fluff. You’ll leave this session with proven tactics that you can use to clean up your Google reputation or, even better, ensure it never gets dirty in the first place.

Introduction § Crispin Sheridan, Sr. Director of Search Marketing Strategy, SAP Solo Presentation § Andy Beal, CEO, Trackur

SearchEngineStrategies.com § SES

63

Sessions

A

Thursday Ads in a Quality Score World

More and more, ranking well in paid search listings is less and less about how much you pay and more about the “quality” of your ad campaign.

But what goes into making up your quality score? In this panel, we’ll take a closer look at quality factors and give tips on increasing the perceived relevancy of your campaigns.

Moderator § Chris Boggs, Director, SEO, Rosetta Speakers § David Szetela, CEO, Clix Marketing § Brad Geddes, Founder, bgTheory.com § Andrew Goodman, President, Page Zero Media § Nicholas Fox, Business Product Management Director, AdWords, Google

Moderator § Kate Kaye, Senior Editor, ClickZ News Speakers § Marty Weintraub, President, aimClear § Mark Rosenberg, Of Counsel, Sills Cummis & Gross P.C. § Dennis Yu, CEO, BlitzLocal

Teen Entrepreneurs Give The Inside Scoop on Youth e-Marketing

Search engines have been increasing the frequency of indexing of the most active sites for some time, and now we’re beginning to get some visibility of just how fresh the results are — for example, through Google’s “show options.” Others like Twitter, Facebook, and LinkedIn are indexing instant submissions. We’ll look at how near real-time information is being used to offer a fresh and relevant experience for both music and recruitment — and what happens when the development of TV devices allows us to use web-based technology to deliver services. Can we just apply all our search expertise to the TV? Or does the entertainment focus and living room context of the TV require a different approach? How do we apply SEO to the TV? Does real-time indexing help here?

Who better to get inside of the heads of the lucrative child and teen market segment better than entrepreneurial teenagers? They understand how this market thinks much better than us grown-ups. The generation gap is alive and well online. The typical teenager is engrossed in Facebook, indifferent about Twitter, and consumes YouTube videos like there’s no tomorrow. They shop online, play games online, and some even blog. How they fit homework into this busy schedule is anyone’s guess.

Understanding the peer interactions that happen through groups, fan pages, photo albums, and apps is like a foreign language. That’s where our panelists come in. Each is a teen entrepreneur successful in his or her own right, building a successful business around blogs, SEO, YouTube, Facebook, or some combination thereof. Ready to be inspired by the intellect, ambition, and moxie of our younger generation?

Moderator § Matthew Bailey, President, Site Logic Marketing

Moderator § Chloe Spencer, Blogger, NeopetsFanatic.com

Speakers § Ben Shahshahani, Head of Search Sciences, Yahoo! Labs § Tobias Peggs, General Manager, OneRiot § Rob Garner, Senior Strategy Director, iCrossing

Speaker § Brian Wong, Founder, Kiip.me § Daniel Brusilovsky, Founder & Chairman, Teens in Tech Networks

From Real-Time Search to Dynamic Discovery

SEW Labs

Video Lab (2 hours, 2-4:15p)

Sessions

monitoring, privacy, and intellectual property issues. What challenges loom on the horizon, and what should your company do in preparation?

Come away from this session armed with the latest Facebook marketing tactics and the best ways to protect your brand.

SEW labs is a new format session for SES. Expanding on the popular site clinic approach that features live website audits from leading experts, it becomes more of a peer-group learning experience. Each lab session is preceded by a primer session to ready attendees for the main event.

The audience will participate with industry experts and search engine representatives in analyzing and auditing attendee websites. Think “crowd-sourcing consultancy” sessions in a live classroom environment.

Director of Search Engine Watch Jonathan Allen will mix with the audience during each session and oversee the deconstruction and reconstruction of websites for optimal performance in SEO, PPC, video, and local search, using real-time examples.

SEW Labs Chief Egghead § Jonathan Allen, Director, SearchEngineWatch Speaker § Greg Jarboe, President & Co-founder, SEO-PR § Baljeet Singh, Sr. Product Manager, YouTube & Google Content Network

3:15-4:15p

Killer Facebook Marketing: Do’s and Dont’s

Some brands get a million Facebook fans overnight, while others get egg on their Face(books). The sheer availability of data generated by 500 million consumers opens both marketing opportunities and privacy challenges. From a marketing standpoint, we have unprecedented capabilities in targeting and measurement, leading to the kinds of ROI last seen in the early days of Internet marketing. The flood of usergenerated data has shifted organic search rankings, but has also created

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SES § August 2010 {San Francisco}

Advanced Keyword Research

How many keywords do you need in your paid search account? What keywords are your customers searching for? How do customers find products after they reach your site? This advanced session will demonstrate how to target the right terms in your paid and organic search marketing, and learn where these keywords should be used.

Moderator § Christine Churchill, President, KeyRelevance Speakers § Ron Jones, President/CEO, Symetri Internet Marketing § Wister Walcott, Co-founder & VP of Products, Marin Software § Aaron Lauper, adCenter Product Team, Microsoft Advertising § Stacie Susens, Director of Client Strategy & Dev, Resolution Media

Augmented Reality: A New World Order

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 § Gene Becker, Founder & MD, Lightning Laboratories Speakers § Howard Ogden, Founder, Augment Reality § Lisa Murphy, Product Marketing Manager, metaio, Inc. § Michael Liebhold, Senior Researcher, Distinguished Fellow, Institute for the Future § Mathijs Gajentaan, CEO & Co-founder, Winvolve § Jay Wright, Director, Business Development, Qualcomm Corporate R&D

For room locations, see the agenda on p. 7-13 or floor plan on p. 15-18

SEW Labs

Video Lab (2 hours, 2-4:15p) Details above.

4:45-5:45p

The Business Value of Social Media

Thursday

Moderator § Andrew Goodman, President, Page Zero Media Speakers § David Rodnitzky, Founder & CEO, PPC Associates § Jon Mette, Senior Strategist, Search Optimization & Strategy, Yahoo! § Thomas Bindl, Founder & CEO, Refined Labs GmbH § Carole Sustak, Brand Manager, American Automobile Association

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

Selling Search to the C-Suite

Moderator § Lisa Buyer, President & CEO, The Buyer Group

Moderator § Lee Odden, CEO, TopRank Online Marketing

Speakers § Chris Winfield, President, 10e20, LLC § Jessica Kornacki, VP Marketing, Endless Vacation Rentals

by Wyndham Worldwide § Krista Neher, CEO, Marketess

Speakers § Paul Wilson, Chief Revenue Officer, iProspect § Rich Lesperance, Director of Online Marketing, Walgreens § Laura Lippay, Partner, Nine by Blue § Vivek Chaudhuri, Director, Search Marketing, Digitas Health

Digital Marketing & Sports

Travel Industry Update

Your CMO still calls and wants to know why your company isn’t No. 1 for the most popular, random, non-revenue-orientated terms you have ever seen or heard about. Your entire day is spent answering questions about search. Search marketers and non-search marketers have traditionally had difficulty communicating in the language of their disciplines, often creating friction and unnecessary conflict. This very interactive session will explore how both disciplines can educate each other and explore such issues as the nominal percentage of marketing spend that is allocated to search.

Sports is a multi-billion-dollar global industry, from Olympic hockey in Canada to the soccer World Cup final in South Africa, from Formula 1 racing in Monaco to the NFL in San Francisco. There’s so much that happens in the wide world of sports that keeping track of it and identifying the areas to focus digital marketing dollars on can be a huge challenge. How do individual teams and players connect with their fans? How do they use their social networks to generate engagement and revenue, while at the same time reducing the focus on any areas of negativity? How do sports sites work with leagues, teams, and players?

What online marketing opportunities are out there in the sports vertical right now, and how can they be applied to your company and/ or vertical?

Join this panel of sports digital marketing experts as they walk you through the answers to these questions and more.

Travel-related search, for both business and pleasure, is one of the most frequent activities consumers undertake online. In this session, we’ll tackle issues specific to the highly competitive travel vertical and make sense of the latest web marketing tools available for those with ties to the travel industry. Join us as we explore online travel trends, historical data and how travel providers can gain and maintain visibility with their search marketing campaigns. We’ll also touch on topics such as managing paid search campaigns, social media optimization, reputation management, and carving out a niche for specific travel services in an extremely dynamic marketplace.

Moderator § Stewart Quealy, VP, Content Development, Incisive Media

Speakers § Benu Aggarwal, Founder & President, Milestone Internet Marketing § Todd Sarouhan, President, GoVisitCostaRica § Diana Plazas, Director, Doubletree Online Marketing, Hilton Worldwide

Speakers § Simon Heseltine, Senior Marketing Manager, AOL Inc. § Paul Flannigan, Director of Sports, Microsoft Advertising § Casey Rovinelli, Director, Digital Marketing, National Hockey League Players’ Association § David Oksman, Senior E-commerce Manager, Reebok

Moderator § Anne Kennedy, International Search Strategist, Beyond Ink USA

5:45-6:15pm

Wrap-up Session

Advanced Paid Search Tactics

Your campaigns are performing OK. How to take them to the next level?

Advanced PPC tactics can actually be more fun than basic ones, because you get to activate both left and right brain power, tapping into your own unique aptitudes as well as your customers’ deepest desires. This session will cover campaign expansion techniques, advanced ad testing, advanced auction theory, the proper use of relevant analytics reports, ideas for bid rules and campaign automation including automating the detection of PPC scam campaigns that can divert traffic away from the legitimate brand site and increase campaign costs.

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

SearchEngineStrategies.com SearchEngineStrategies.com § SES

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Sessions

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Thursday Speakers § David Szetela, CEO, Clix Marketing § William Leake, CEO, Apogee Results

Online Marketing Summit Moscone West (4th & Howard streets) 9:30-10:30a

Morning Keynote (joint keynote with SES)

“The Four Pillars of Building Instant Trust Online” Websites and landing pages face very real trust issues — they are a scary and uncertain unknown to most visitors. Before people will act or transact, their concerns and anxieties must be alleviated. But how can you do this online when you only have seconds to establish trust?

In this provocative keynote, SiteTuners CEO and bestselling author of Landing Page Optimization, Tim Ash, will show you how to effectively use the four pillars of trust and smooth the way to your online conversion goals.

Speaker § Tim Ash, CEO, SiteTuners.com

10:45a-11:45a

Headlines & Copywriting That Work

What are the keys to persuasive headlines? How do you capture someone’s attention in a fraction of a second with the right “hook”?

Learn powerful techniques for writing for conversion from a master practitioner.

Speaker § Jeff Sexton, Founder, JeffSextonWrites.com

Getting Started With Split Testing

Sessions

Simple split testing is a powerful tool when used properly and should be the starting point for all landing page testing programs. Understand when split testing is appropriate, how to design your testing strategy, and what elements to test in this informative session. See real-life examples of split testing producing powerful results.

Speakers § Brooks Bell, CEO, Brooks Bell Interactive § Lance Loveday, CEO, Closed Loop Marketing

2-3p

Business-to-Business Landing Pages

What do you do when you are not trying to sell something to consumers? Business-to-business sales cycles are often longer, and may not even allow you to complete a transaction on the web. Learn the tactics used by top B2B marketers to increase conversion and effectiveness.

Speaker § Scott Brinker, President, Ion Interactive

Rapid Fire, Live Landing Page Critiques

Your landing page stinks — it’s just a question of degree. Bring your URL, and our experts will give you some quick and actionable tips to immediately improve performance. Guaranteed to be an educational and entertaining session.

Speakers § Tim Ash, Conference Chairperson, CEO, SiteTuners.com § Aaron Kahlow, Founder, Online Marketing Summit

3:30-4:30p

E-commerce Optimization

A catalog is a catalog is a catalog, right? Wrong! Find out common mistakes that e-commerce catalog designers make, and what to do about them.

Speakers § Chris Gowards, Co-founder, WiderFunnel § Khalid Saleh, Co-founder, Invesp

Conversion Ninja Toolbox

Learn about practical hands-on tools that can be used to quickly improve conversion rates. No conversion ninja would be caught dead without these.

Speaker § Tim Ash, Conference Chairperson, CEO, SiteTuners.com

12-1p

Graphic Design for Conversion

Graphic design is a powerful weapon. Unfortunately it is often used at cross-purposes with conversion. Find out how design can increase your conversions rates instead of undermining them.

Speakers § Matt Mickiewicz, Co-founder, SitePoint § Sandra Niehaus, VP User Experience, Closed Loop Marekting

Pay-Per-Click Landing Page Continuity

You did your keyword research, wrote your ad copy, and set your bids.

Why is your PPC program still not making as much money as it should?

FInd out how to keep your promises (and make a lot more money) by aligning your PPC campaign with what happens downstream on the landing page.

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4:45-5:45p

Top 10 Usability Mistakes that Cause Abandonment

We’ll outline some of the top usability mistakes that cause users to leave your website. Come see specific eyetracking video examples of UI characteristics that stop e-commerce users in their tracks, and learn how to avoid them.

Speaker § Michael Summers, VP Usability, True Action

Ask The Experts, Open Mic

Ask us anything. This is your chance to get your specific questions answered by our experts. So step right up and fire away.

Sessions SearchEngineStrategies.com ยง SES

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Day 5: Friday, Aug. 20 (The IMF)

ClickZ International Marketing Forum San Francisco Marriott, 55 Fourth St. 9-10:15a

A Blueprint for Global Marketing in a Digital World What are the issues you need to consider when moving into a global market?

Learn about opportunities in new markets and logistical and cultural issues.

These two seasoned marketing practitioners will share insights on developing and deploying a global digital marketing program and measuring and monitoring performance.

Speakers § Bill Hunt, President, Back Azimuth Consulting § Crispin Sheridan, Sr. Director of Search Marketing Strategy, SAP 10:30a-12p

Search Marketing

As search marketing becomes more complex, marketers targeting multiple markets or countries must consider more and more issues. This session examines key points to both paid search advertising and search optimization efforts in multiple countries, including how to successfully develop, optimize, and manage global campaigns — without losing control or your mind.

Moderator § Anne Kennedy, International Search Strategist, Beyond Ink USA Speakers § Erica Schmidt, Global Search Director, iProspect § Michael Bonfils, International Managing Director, SEM International § Maura Ginty, Senior Manager, Global Web Content, Autodesk § Preston Carey, Head of Business Development, Yandex 1-2:30p

Social Media Marketing

Sessions

Is it really a small world after all? Learn what factors to consider when building a social media marketing program that reaches into a global market. This

session will provide an overview of international social networks and their audiences and how businesses are approaching social channels in emerging and established markets. Learn what regional differences marketers should be aware of and how to avoid committing any social faux pas.

Moderator § Motoko Hunt, Founder, Japanese Search Marketing Strategist, AJPR LLC Speaker § Kavita Jhunjhunwala, Director, Web Spiders India 2:30-4p

Search Around the World

Global marketing experts will drill down to discuss country-specific trends and best practices for marketing in these countries and regions. Discussions will explore the most relevant marketing channels and their evolution in each region, from search, mobile, display advertising, and social media.

Moderator § Adaline Lau, Asia Editor, ClickZ.com Speaker § Motoko Hunt, Founder, Japanese Search Marketing Strategist, AJPR LLC § Preston Carey, Head of Business Development, Yandex § Kavita Jhunjhunwala, Director, Web Spiders India § David Boronat, Founding Partner, Multiplica 4:15-5p

Keynote: “An Audience With... Avinash Kaushik”

Analytics guru and industry thought leader Avinash Kaushik takes to the stage for an open Q&A forum. Driven by audience questions, Avinash will share his global experience in analyzing data on an international level and discuss all aspects cultural, technical, and beyond. Having spent the day learning about developing and executing international marketing campaigns, now let’s get down to the nitty-gritty of finding out how to measure success. It’s completely open, and all of the experts featured during the day will also be available in the audience to chime in. Facts, fun, and maybe even the odd cocktail thrown in too!

Keynote Speaker § Avinash Kaushik, Author, Blogger, Analytics Evangelist, Google

How to Architect a Search-Engine Friendly Website

SES Training Moscone West, Expo Hall

8a-12p

Search Analytics Training & Workshop (Part 1)

Is analytics a boring, frustrating, and confusing experience? Do you wish you knew what was important to track and why? Analytics has a bad reputation for being boring, arduous, and repetitive work. Real analytics is not any of those things. Liberate your quest for actionable information with this two-part session that will help you transform your business. Learn the concepts that will enable you to gain actionable information and see exactly “what’s going on” within your website.

Instructors § Matthew Bailey, President, Site Logic Marketing § Ben Bailey, Head Analyst, SiteLogic Part 2 of this workshop will run from 1-5 p.m.

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SES § August 2010 {San Francisco}

A search-engine friendly website is a user-friendly, search-friendly, and persuasive site that converts visitors into buyers. In order for a site to be searchengine friendly, it must meet the needs of crawler-based search engines and your site’s visitors. Ultimately, the site must be profitable for the website owner.

Can a single site satisfy all of these groups? Yes it can — if you have the right architecture, navigation design, and page layouts. In this four-hour training session, attendees will learn the whys, whats, and hows of architecting a userfriendly, search-friendly, and persuasive site that converts visitors into buyers.

Instructor § Shari Thurow, Founder & SEO Director, Omni Marketing Interactive 1-5p

Advanced Keyword Research

In this session, attendees will explore the tools available for identifying, researching, and zeroing in on the right keywords for your SEO, PPC, and even social media campaigns. We will walk through the process in theory first and then work on a real-world example that leverages the latest tools available.

Students are welcome to bring their laptops, and wireless will be provided.

Instructor § Ron Jones, President/CEO, Symetri Internet Marketing

Sessions SearchEngineStrategies.com ยง SES

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The four pillars of building instant trust online

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By Tim Ash likelihood of taking the desired conversion umans are social creatures action. who seek companionship Don’t get disqualified based solely on and relationships. We crave how you look. We prefer well-dressed and trust. Without it, we’d be groomed job candidates. We try to put our consigned to a world where best foot forward on first dates. The same we must examine everyone’s actions with should be done online. suspicion and assume that they’re working solely for their own purposes. Because of Professionalism of design: Regardless the sheer number of social interactions that of the intended audience or your business purpose, the visual design we have with complete strangers, we must should be professionally executed. It at least extend some trust. Otherwise, many should hang together and function as a acts, both small and momentous, simply single unified whole. Fonts, colors, and could not happen at all. graphical elements must combine into Even with total strangers in the “real a single visual “look.” world,” we at least have their appearance Sparseness and neatness: Clutter and body language to go by. But online? can be your worst enemy, whether it Almost anyone can quickly create a website is visual embellishments, or dense, or landing page and longwinded text. Less masquerade as a wide We subliminally and instantly is more. Ruthlessly variety of businesses. edit everything on the decide where the page Many of these enterpage until it is pared to its essence and has prises are untrustfalls on our “cheesy” to a natural and unforced worthy. We are often “professional” continuum. feel. Give your page barraged in the media room to breathe. about various scams Organization and clarity: Too perpetrated online, so we have our guard up. many choices of what to do on the As an online marketer, your job is very page can be paralyzing. Similarly, difficult compared to your brick-and-mortar a disorganized page increases the marketing counterpart. You must not only visitor’s “cognitive load” and forces overcome anxieties, but do so in the most them to spend time simply trying to challenging of circumstances. figure out in what order they should Online trust must be developed withdigest the information that you have out any face-to-face contact, and it must presented. As the title of Steve Krug’s excellent book on web usability so be created instantly, in the few precious elegantly puts it, “Don’t make me seconds it takes a website visitor to evaluate think.” your value proposition.

So, how can you build instant trust Transactional assurances online? The following pillars of trust can be Will we be spammed if we enter our employed with great effectiveness. e-mail in a form? Will the goods promised ever be delivered after we order from an Appearance online catalog? Will our identity be stolen?

First, impressions matter. We do judge a Such questions are always in the backbook by its cover. Recent research indicates ground when we navigate around the web. that people will form an initial impression Relieve point-of-action anxieties before of your landing page or website within 50 they arise. The mechanics of the convermilliseconds. This is almost as fast as visual sion action matter. Whether you’re trying to processing happens in the brain, and can be collect an e-mail for an online newsletter, or considered as an instantaneous and autohave someone purchase an expensive item matic response. In other words, we sublimifrom you, reassurances are needed about the nally decide where the page falls on our transaction. “cheesy” to “professional” continuum. This Forms of payment and delivery: initial reaction extends to a more considMany e-commerce catalogs only ered review of the page and will impact our show acceptable forms of payment

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SES § August 2010 {San Francisco}

and return policies after the checkout process has been started. In fact, they must be seen before they are needed, and prominently displayed above the fold on every page. The same is true of well-known delivery and shipping methods.

Data security and privacy: The site that you transact with must be certified as safe by outside experts in terms of its ability to protect your data. Having privacy policies and computer security trustmarks from well-known vendors will instantly show someone that you have safeguarded their data properly.

Policies and guarantee: Often, the transaction is not at issue. It’s what happens afterward that concerns people. By prominently featuring your warranties, return policies, and guarantees, you can assuage these anxieties. Often, a visual seal can be created to draw the eye to these important elements.

Experts and media

Your visitors are not likely to have heard of you. Unless you represent a truly world-class consumer company, people are unlikely to know your brand promise. They do not know what you stand for. Borrow trust from better-known brands: Reviews and awards: Many services and products have won awards or at least been reviewed by relevant industry publications. Using the award seals or “reviewed by” language can be very effective.

Paid endorsements and spokespeople: Paid endorsements can transfer the trust or at least the celebrity of the spokesperson to the product or service in question.

Marquee clients: Using client logos with permission, or at least prominently featuring a written list of clients (unless specifically prohibited from doing so by contract language) will create powerful visual proof of your legitimacy. They confer an implicit halo effect — if you have worked with large companies, of course you can handle smaller “regular” ones.

Media mentions: Media companies are experts at self-promotion and

FOCUS: conversion §

drumming their brands into our consciousness. Any association with them confers a notoriety and solidity to your landing page. Often, “media” outlets can also be broadly defined as bloggers or authoritative voices in your specific niche.

There are several caveats to the use expert and media logos. They must appear above the fold and be seen at the same time as the call-to-action (not below or after it). But they must also be displayed subtly, so they don’t dominate the visual conversation. The logos are often well designed, distinctive, and instantly recognizable. So you may have to actually de-emphasize their impact by reducing size or decreasing color saturation (possibly using grayscale).

Consensus of peers

We often follow the lead of people like ourselves. If we see many friends driving a particular make of car, we are more apt to consider it. If our circle of acquaintances turns us on to a new musical group, we are

more likely to pay attention. Regardless of the actual cultural “tribes” that we belong to, our peers exert a very strong influence on us.

Support automatic compliance by demonstrating “social proof.” According to Dr. Robert Cialdini, a leading persuasion expert, there are two important preconditions for “social proof” to be effective: 1) many people have to be taking similar action, and 2) they must be as much like us as possible.

Objective number: The “many” can be demonstrated by showing how many people have bought, downloaded, or started a free trial. Numbers should be cumulative since the inception of the business or product. Spell out the digits of each number (e.g., “over 1,000,000 downloads”), and use larger fonts to draw additional attention.

Likeness: Create affinity by demonstrating that the people taking action are similar to your website visitors. This can be done by picking appropriate colors, editorial tone, and graphics to make your visitors feel at home. You can also have a large

Want to learn more?

Tim will be delivering a keynote at SES San Francisco and will also speak at Conversion Conference Day on Thursday, Aug. 19 . Find out more:

ConnectedMarketingWeek.com number of detailed testimonials that discuss common situations faced by similar people.

If you build on the four pillars of trust above, you should have a solid foundation for improved conversions. § Tim Ash is the CEO of SiteTuners. com, a landing page optimization firm that offers conversion consulting, full-service guaranteedimprovement tests, and software tools to improve conversion. He is the highly-regarded chairperson of ConversionConference.com and a speaker at top Internet marketing conferences.

Tim is a contributing columnist to several industry publications and is the author of the bestselling book, Landing Page Optimization. @tim_ash

SearchEngineStrategies.com § SES

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Search marketing and social media

The perfect couple — but they have to get along

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By Chris Boggs ver the years, search marketing components — especially search engine optimization (SEO) and social media — haven’t always gotten along. Currently, these two rivals are vying for the same CMO’s dollars, and likely will continue to do so well beyond 2011. But data and recent research from the Search Engine Marketing Professional Organization (SEMPO) suggest that search marketing and social media must be coordinated.

From an agency perspective, the blending of these two complementary marketing suites makes perfect sense. A lot of questions asked by search marketing researchers can be answered by social media content and activity. And yes, SEOs can still benefit from links placed to targeted websites — even through URL shorteners like bit.ly — because of the value of the

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links from a “buzz” perspective. The questions that need to be asked when considering both strategies are simple: How can each tactic support the brand positioning and core brand characteristics? How can the tactics support each other?

What opportunities exist to differentiate the brand?

Who are the consumers and what do they think about the brand/product?

Where do targeted consumers go for information and what drives their brand/purchase decisions? Where do your consumers purchase?

Having made its way into annual budgets, search marketing, defined as paid search and SEO, has an excellent start when it comes to being noticed by C-level executives. Social media has a bit more “sexiness” to it, plus a more immediate

FOCUS: connected marketing §

and sometimes detrimental effect on brand, which is why it has gained valuable Outlook time at a pace faster than search. EConsultancy, which prepared the survey this year for SEMPO, highlights in its recap that: “Social media marketing budgets are still modest compared to search engine optimization and paid search. Around a third (37 percent) of companies say the budget for social media marketing will be the same in 2010, while 59 percent say budgets will increase. Only 4 percent say budgets will be less this year.”

It should be noted that this is a small sample, and that a larger percentage of the companies my agency has spoken with over the past year has indicated they will increase budgets. Additionally, many companies choose to not leap into social media foolishly, but instead spend time listening and understanding the space prior to heavily investing in promoting a community or within existing spaces. These phases often cost less than a mature ongoing search marketing campaign.

Digging into the data a little further, key trends emerge:

Social media’s value lies in branding

Both organizations (72 percent) and agencies (68 percent) reported that they are managing social media efforts, including communities such as Facebook as well as blogging tactics. “Around half of company respondents (51 percent) and 57 percent of agency respondents say branding is the single most important objective of social media activity.”

Increasing brand awareness and enhancing reputation were regarded as the top tactic for both marketers and agencies. Other goals with a high rate of response included driving actual visits to a web property and improving customer service and customer satisfaction.

Facebook and Twitter

SEOs and Digg had some ugly fights a few years ago, and MySpace seems to have

been written off as the wrong target segment for most marketers. However, budgets have been readily made available for Facebook and Twitter, with about three-quarters of respondents saying they are using them to promote their brands or companies. Warning: Do not take this information and just dive in.” As with any campaign, proper planning is required for best results.

Joining social media with other interactive marketing

of real-time content from blogs and communities such as Twitter, brand awareness as a metric may possibly shift to “reputation management” to some. For SEOs that have long feared/hated C-level obsessive searches for particular keywords, just imagine social media marketers’ headaches once a brand goes “hot” and gets real-time results.

The greatest challenge: Measure actual ROI

In contrast to the above, both organizaSarah Holoubek, former SEMPO presi- tions and agencies feel that the greatest dent, provided in the report’s introduction challenge that social media marketers face that “the rise of social is a good reminder is ROI measurement. This makes sense, that search marketing is anything but static.” since search marketing has pulled marketers out of the television Some may disagree dark ages with amazwith that association, Social media must ing per-click, perbut the fact is that now have a seat at the keyword, and beyond social media must insight to every dollar now have a seat at the interactive marketing earned. When not interactive marketing strategic roundtable. measuring the perforstrategic roundtable, mance of blogs to along will old-timers paid search, SEO, and display/retargeting drive traffic and possibly tying a numeric tactics. Running these tactics from different value to that, it does take more of a TV-like teams without any interaction will diminish faith to appreciate the brand value.

In conclusion, it’s probably best to look at results. For example, SEO teams should be consulted for suggestions on words to be social media and search marketing as being used and pages to be linked to within a social part of the same ecosystem, rather than as a “couple.” The synergies that can be gained media campaign, in order to get dual value. by managing each area in coordination with other online and offline marketing initiaSocial media efforts can be tives are fairly obvious to see. Next year’s measured Some have argued about the ineffective- SEMPO survey will focus even more on ness or inability to measure social media how these can be managed together effecefforts. This is related to community and tively, and also begin to provide trending for brand-building activities, one would assume, this year’s new questions. § and traffic and links to blogging efforts can be easily tracked. Yet, both marketers and agencies responded with the same top three KPIs: brand awareness customer engagement site/traffic metrics

As Google and other search engines become more aggressive in their inclusion

Chris Boggs serves as president of SEMPO Inc, a search marketing association. He is also the director of SEO for Rosetta, a privately held interactive agency. Chris has been working in interactive marketing since 2000, mostly with paid and organic search marketing. He is a regular speaker at SES and a writer for a number of online and offline publications. @boggles

SearchEngineStrategies.com § SES

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How to make

customer content go multichannel

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By Sam Decker

SES ยง August 2010 {San Francisco}

FOCUS: connected marketing §

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onsumers rarely buy a product companies successfully leveraging customer without consulting customer review content across marketing channels. reviews first. Before making B2B marketer Treatment Abroad, which just about any purchase — matches surgeons around the world to clothing, electronics, house- U.K. prospects, printed customer reviews hold items — people go online to check out in pamphlets and leaflets. Samsung, meanthe reviews. A July 2009 study by Nielsen while, featured customer reviews in its prefound the most trusted forms of media are Super Bowl e-mail campaign. Intuit used “recommendations from people I know” customer review content in a far-reaching (92 percent) and “consumer opinions posted online display advertising campaign, and online” (72 percent). I’d be willing to bet also used review content for its TurboTax those numbers are even higher one year later. product in in-store displays at Best Buy, What’s amazing, however, is that many Office Depot, and OfficeMax. These are just retailers and brands have not done more a few ways to use review content in multiwith the wealth of online reviews about their channel marketing initiatives.

Including user-generated content in products and services. They are not extending this valuable first-person, customer- advertising campaigns works to boost sales. contributed content across their entire When Office Depot added top-rated review marketing programs, including e-mail, language to its paid search ads on Google, in-store signage, Facebook, Twitter, mobile, it recorded a 196 percent increase in revecatalogs, direct mail, online advertising, TV nues from paid search. When Rubbermaid included a positive customer review on commercials, and more. a coupon, redemption rates Positive reviews are for the coupon rose 10 an extremely powerpercent, while Northern ful marketing tool. By Positive reviews Tool boosted converextending the customer are an extremely sion by 10 percent on voice across all marketan e-mail campaign ing channels, brands powerful simply by including and retailers can drive marketing tool. customer reviews in the incredible value from e-mails. their customers’ opinions.

These results show that In other words, customer customer-generated content does input creates great ad copy. not only live online. The Internet is a Here’s a look at how some innovative companies have extended customer convenient place for customers to share their content across marketing channels to drive credible opinions on products, but it’s up to a sustained increase in sales in their social you as a marketer to leverage this powerful content to drives sales in other channels. commerce programs.

When extending review content across QVC featured top-rated products on its television broadcasts. The shopping chan- marketing channels, remember five simple nel labeled some products showcased on the principles: program as “customer top rated,” and also Work together: Marketpublished excerpts from online reviews on ers, merchandisers, and brand air, unedited, to reinforce the customer topmanagers should work together rated label. Sharing customers’ opinions on to identify the top-rated products air worked so well in driving sales of these products that QVC aired a standalone show and the most compelling reviews of those called “Customer Choice” that showcased products to be used in marketing materials.

The use of review content in multichannel only products rated highly by its customers.

“Customer reviews have now become an marketing materials should meet your overimportant tool and resource in our program- all marketing goals. ming and merchandising strategies,” said Choose wisely: Highlight the Alex Miller, director of programming at products that you really want QVC. “They reinforce the trust our customto sell. People pay attention ers have with QVC and help to take our to products you promote with customers one step closer to an experience reviews, so make sure these are the items of shopping with their friends.”

There are many other examples of you want to move.

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Want to learn more?

For the most up-to-date information on this week’s sessions and speakers, go to:

ConnectedMarketingWeek.com

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Don’t be shy: Highlight the product’s value in numbers. For example, “22 of 24 users would recommend this product to a friend,” or “4.8 of 5 stars.” Don’t be afraid to include prominent stars or bold graphics, or highlight the most glowing words from reviews.

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Keep it short: Review snippets included in marketing materials should be short — no more than two lines.

Get personal: Give the name and location (and/or age) of the reviewer. Showing customers that the reviewer is “someone like them” is a great way to build trust in the authenticity of the review content.

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But lest we not forget, successful social commerce lives and dies on the analysis of your content and campaigns. Find out which of your multichannel campaigns including positive reviews performed the best, and run A/B tests to see which specific review content had a bigger impact on sales and ROI. All positive reviews are not created equal — and sometimes a more neutral, even-handed review can deliver the best results because consumers trust authentic reviews more than glowing ones. § Disclosure: QVC, Treatment Abroad, Samsung, Intuit, and Office Depot are clients of Bazaarvoice.

Sam Decker is chief marketing officer of Bazaarvoice, the market leader in hosted social commerce applications that drive sales. In his role, he works to help brands present the right user-generated content at the right time in the purchase path, bringing value to both consumer and business. Sam has almost 20 years of marketing and online retailing experience, has written two books on word-of-mouth marketing, is a frequent speaker at marketing and e-commerce events, and is an award-winning blogger. Prior to Bazaarvoice, he drove Dell’s customer segmentation and customer-centricity strategy, while building Dell.com into the largest consumer e-commerce site at $3.5 billion in annual sales.. @samdecker

SearchEngineStrategies.com § SES

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Mobile social marketing: BBF 4evr

P

By Cindy Krum eople are more active on social networks from their mobile phones than they are from their computers. A recent study

by Nielsen shows that more people are using social networking applications on their smart phones than are using sports apps, shopping apps, music apps, or a long list of other types of apps.

The only mobile apps that are more popular than social networking apps are games, news, and navigation. But that brings up an interesting point: Social networks offer games, news, and in some cases even maps and navigation. With the ability to integrate Facebook and Twitter with just about everything, are social networks poised to be the next giant in the mobile space?

Maybe.

But that brings up a whole new set of questions. Why apps? The Facebook and Twitter apps are good, but they are still not as robust as their traditional web counterparts. How will semi-mobile technology like the iPad change things? Will the integration of HTML 5, better mobile network connectivity and cheaper “all-you-can-eat” data plans obviate the need to download apps, and eventually push us all back to accessing our social networks directly from the web, even when we are mobile?

I think so.

If you haven’t upgraded your phone in

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a while or don’t watch any TV at all, you might not realize that integration with social networking has become the top selling point for lots of mobile phones. Handsets on all U.S. carriers can now seamlessly (seriously, it is pretty seamless) associate Facebook and Twitter profile pictures with the contacts in your address book, so when your phone rings, the caller’s Facebook profile picture shows on the screen.

Ya, so?

Mobile phones are probably the most personal web-enabled piece of technology any of us will ever own. Unlike computers, they are almost never shared or available for public scrutiny.

They are with us wherever we go, and they are super customizable. The little devices actually interact with the web in a much more robust way than laptops and PCs, seamlessly uploading photos, videos, audio, and even geo-location. Lots of the web stuff you do on your phone would be much harder on a traditional computer.

O rly?

The personal, portable nature of the phone makes integration of a mobile strategy with your social strategy that much more important. Social is important and

FOCUS: connected marketing §

mobile is important, and the stinging reality our friends know exactly where we are, and is that top brands will need to do both at the in some cases, how often we go there. If it hasn’t occurred to you yet, please note that same time. this is a function that your laptop and deskDoh! Lots of mobile social networking happens top would both have difficulty doing — this on sophisticated smart phones, but some is a mobile-specific behavior.

Unsurprisingly, lots of social networks social networks like Twitter and Foursquare rely partially on SMS integration (text have jumped on to this bandwagon, possimessaging). With these, updates are sent to bly because it is fraught with awesome the social network in a short, 140-character possibilities for the social networks to sell advertising and make text from the phone.

Make existing social money without being This type of functionhugely disruptive or ality makes lots of profiles work harder for intrusive; monetizasense, because SMS you by thinking about tion of mobile social is the only thing (other networking will be a than calling) that’s mobile users. huge driving force in standard on all mobile phones. You might not realize it, but Face- the marketing of the future. Facebook has book and MySpace are SMS-enabled too, never monetized its mobile traffic (notice allowing subscribers to text in their updates, the lack of ads on your phone?), but just their check-ins, add friends, and become a announced that it will integrate a check-in feature, so it’s hard to believe that Facebook fan or “like” something all via text. will not find some way to use that to turn a Short codes for social networks: profit.

Twitter: 40404 The social networks are actually already Facebook: 32665 working with local retailers to promote their MySpace: 69772 social profiles, and encourage social interac Foursquare: 50500 tion. In some cases, it’s simply a sticker or a sign that encourages people to like them on The other big social networks like Facebook, follow them on Twitter, or check YouTube, Flickr, Bebo, and Gowalla rely in on Foursquare, but in other cases, it’s even on downloadable applications and mobilemore sophisticated. Native handset features web interfaces to let people send updates — like NFC, RFID, and QR code readers are especially picture, video, and GPS updates also being integrated into the offline calls to directly from their phone. What is interaction, actually making our digital marketesting is that many of the social networks ing more trackable. have begun cross-integration, which makes Wait a minute — this isn’t search! mobile interaction easier, because you The important takeaway is that you can can simply interact on one social network make existing social profiles work harder for (whichever one works best on your phone), you if you start thinking about mobile users. and the update populates across whichever Mobile social profiles can reach the mobile other social networks you choose. audience that your existing website and SEO Now that lots of people have GPSstrategy might be missing if you don’t have a enabled smart phones, lots of us are adding mobile strategy for your website yet. geo-location to our social interaction. GPS Beyond that, the social profiles that you and assisted GPS are working with mobile create for your traditional online marketing applications and even mobile browsers to let campaigns can actually rank in mobile results too. Twitter profiles tend to rank really well in mobile searches, as do LinkedIn pages, Foursquare pages, and YouTube videos.

Facebook pages rank, but not always as well as they do on the traditional computer.

OK, fine! What do I do?

Promote social interaction to people when they’re not at their computer — you, know, when they’re “mobile.” If you have brick and mortar locations, be sure that you

Want to learn more?

Cindy will be speaking at SES San Francisco during Thursday’s 1 p.m. session, “Getting Mobilized! Mobile Marketing Strategies.” Find out more:

SESsanfrancisco.com mention your social profiles in your in-store marketing. Facebook, Foursquare, and Twitter are all testing the use of stickers to help business let their customers know where they can be found online. Remember that people will probably be responding to these prompts from their mobile phone, so make it easy on them: Include text-message prompts that people can send to interact with your brand from their mobile phones.

At the bottom of this page is a good example (courtesy of Mashable).

Mobile ad impressions from Apple devices fell significantly Also, promote in May, thanks to smartphone mobile interaction devices running Google’s to people when Android OS and RIM OS. they’re at their Source: Millennial Media computer.

Let A Learn more at ClickZ Stats. them know that you are hip to the mobile world, and there are benefits to people who engage with you while they are out and about. You can do this by including SMS prompts on your Facebook fan page, letting people sign up for special deals or alerts. You can also include SMS prompts in your tweets, or simply use Twitter like a mobile alert system, sending out promotion codes and links to mobile coupons.

In sum, when you are thinking social, think mobile too — all the cool kids are doing it. §

-14%

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, and Search Marketing Standard. She served as the cochair of the SEMPO emerging technologies mobile web task force and is an active member of the search community. @suzzicks

SearchEngineStrategies.com § SES

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7

reasons you fail at social media:

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Leveraging mistakes for success

By Aaron Kahlow

ocial media is no longer a new phenomenon, and many companies are finally embracing its value. According to a recent survey of CMOs, 73.5 percent of respondents agreed that social media is a top priority for 2010.

While more and more marketers are jumping onto the social bandwagon, there are, unfortunately, a number of common mistakes that deter them from their true objectives. Here’s a closer look at the seven most common social media mistakes that even the biggest, most successful brands make.

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1

You’ve got paralysis by analysis. The common saying among the social media expert instructors at the Online Marketing Institute is, “Don’t get paralysis by analysis.” Instead, jump into social media, experiment, measure, and repeat. If you get too caught up in the need for numbers and ROI, you could find yourself creating spreadsheets, while your competitor is actually generating new buzz and levels of engagement.

The truth is that your customers are already talking about you. How can you expect to discover your

FOCUS: social §

customers’ problems, pain points, and solutions if you aren’t listening and connecting to them through social media? Learn by doing — discover what they need and develop ways to approach and push out your solutions through social media.

social media, allowing your business to successfully measure and understand the successes and failures of your strategy.

5

You don’t have a content calendar. This is by far one of the biggest mistakes that companies make. To be successful at social media You don’t have a clearly defined social media policy. Too many and content marketing, you must have a companies either don’t have a calendar. This will not only help you visualset social media policy or are stuck in ize the type of content, who’s involved, and the battle of creating the most efficient policy when it’s pushed out, but it will also help you on the planet. If the only people who can define the types of content you have, effectively measure results post to your blog or Twitter are your The focus of your social of social campaigns, and increase the likelilawyers, then you’re in strategy should always hood of success. How? big trouble.

The first step is to The rule of thumb be on providing relevant determine the goals is “Don’t be stupid,” content. and focus on the but you have to return on objectives define what exactly is “stupid” and why. Keep it short and sweet, (ROO). Whether your social media goals are and be sure to give clear examples of what’s customer engagement, brand awareness, or acceptable and what’s not. Don’t get caught driving revenue, you must have a strategy up in the “what ifs.” Yes, bad things can in place that ultimately executes back to the happen on social media, but there are much original objective. The focus now shifts from worse things that can happen if you don’t use hard sales to goals, such as newsletter signups or blog subscriptions, which can then be it at all. nurtured toward the sale.

Once you have a goal in place, align You use tactics without strategy.

Merely using tactics and joining content with your calendar to help you multiple platforms are not neces- achieve that goal. At the end of each month, sarily going to harness qualified leads. you can measure the social success of each If your focus is on having more followers piece of content as well as cross-reference and fans, then you are doing something spikes in traffic and sales, to make your wrong. You could have a million fans or hits social efforts more effective. to your blog and sales could still be down.

The focus of your social strategy should You join every social networkalways be on providing relevant content. ing platform. The second focus Think about what content you have or can of your strategy should be on create that will be both engaging and sharewhere your customers are. It’s better to able. Develop a content strategy and map out be more active on fewer platforms than less which social media channels should receive active on multiple ones. Just because there which content. are 500 million people on Facebook doesn’t mean that it’s the best platform for your busiYou don’t think content and ness. Many companies still block Facebook social are connected. Social and other social networks.

If your demographic is older, then Twitter media is about sharing content.

Whether that content is a status update, and LinkedIn might be higher on the social white paper, tip, or a quick hello, content food chain for you. Did you know that the drives social media. The two have a very average age of a Twitter user is 35?! If your essential symbiotic relationship that busi- customers are international, then research nesses can leverage to their advantage. By which networks are most popular in those organizing content, you can operationalize countries.

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3

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Want to learn more?

Aaron will be speaking at SES San Francisco during Wednesday’s 5 p.m. session, “How to Become a Link Magnet.” Find out more:

SESsanfrancisco.com The key is to find out what technologies and platforms your customers use, where they are participating, publishing, and commenting. Forrester has a tool called the Groundswell technographics profile, which can help you determine how your customers use social and, thereby, which platforms would be ideal for your target market.

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You don’t understand that social media is meant to connect people. Social media is not meant for businesses to sell to customers. It is designed to connect people, interests, and ideas. Your customers don’t want to hear about you, so stop posting about that “Buy One Get One Free Promo” and about how great you are.

For businesses to get involved, they must become human and be willing to both give and receive. Understanding your customers and building out a content calendar significantly helps a business as a whole to view social media as a means to connect, and not for direct sales.

People should drive social media initiatives — the higher the rank, the better.

Encourage employees and evangelists to share content and connect with consumers, as well as the company. From sales to customer attention to customer service, however you use social media, you must own it. § Aaron Kahlow serves as chairman and founder of the Online Marketing Summit and its educational arm, the Online Marketing Institute. Having delivered hundreds of keynote speeches and seminars nationwide, he is one of the more well-known faces in the online marketing and advertising space. He can translate online marketing technology jargon into simple marketing and business terms and is a recognized authority on social media, e-mail marketing, website usability, SEO, web analytics, and overall web strategy. Aaron’s passion is people: connecting with them, understanding them, and helping them. @aaronkahlow

SearchEngineStrategies.com § SES

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§ FOCUS: e-mail

7 e-mail marketing tactics to reach socially connected subscribers By Stephanie Miller et al.

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-mail has always played well with other channels in the sandbox (aka, marketplace).

Today, however, there’s a whole new game: an acceleration of ideas, a depth of interaction, and a multitude of voices. Much of the information buyers consume about brands is no longer provided by the brand itself. To continue its record of high ROI, e-mail marketing must provide real value to this socially connected subscriber. That requires a shift in thinking and approach.

If you’re still doing “batch and blast” (and you know who you are), take note. At the Email Experience Council of the Direct Marketing Association (DMA/eec), the mission is to help e-mail marketers navigate this dynamic environment. Several of us discussed how to improve e-mail campaign performance by engaging customers in a socially connected world.

“Marketing automation technology puts really powerful information at the marketer’s disposal. For example, sophisticated platforms allow the collection of multidimensional lead scoring that takes into account not only a prospect’s profile¬¬¬ — title, geography, industry, and other factors that allow for meaningful segmentation — but also information about their behavior.

This allows the marketer to see not only if the prospect is a good fit from the marketer’s standpoint, but if they are showing signs of being interested, and if so, in what?”

— Amy Bills, Marketing Director, Bulldog Solutions, & Co-chair, DMA/eec List Growth & Engagement Roundtable

Learn more Check out the EEC’s “Email Marketer’s Toolkit For Success” workshop on Monday, Aug. 16, or the “Optimize Your Email Campaigns” forum on Wednesday, Aug. 18.

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ConnectedMarketingWeek.com

“If customer loyalty is the goal, consider weaving your e-mail, social, web, and mobile data points methodically to understand their preferences and improve the likelihood they will engage and communicate with your brand.”

— Michelle Eichner, VP Product, Unica/ Pivotal Veracity, & Co-chair, DMA/eec Deliverability Roundtable “Use SMS to invite consumers and business professionals to opt in to your e-mail offers. By catching customers when they are “in the zone” (e.g., at an event, in store, or at a trade show), you can tap the power of mobile technology (direct response text) and make it easy for customers to opt in. Use this opt-in to trigger a “thank you” e-mail that invites new subscribers to go to the preference center and identify their needs and interests.”

— Joel Book, VP Marketing Education, Exact Target, & Co-chair, DMA/eec Member Initiatives Roundtable “Team up with reseller or channel partners to send “co-branded” e-mail. This is a very effective technique to help resellers drive leads and promote the partnership you have with them. It’s also a great way to reward top producers by sending an e-mail (at your expense) that promotes the reseller’s event or promotion.”

— Joel Book “Take a lesson from the customized experience of “fans” on social networks. Offer similarly specialized content with e-mails full of underground info, behind-the-scenes clips, or special collections they won’t find anywhere else.”

— Aimee Palacios, Associate Creative Director, Smith-Harmon, a Responsys company, & member, DMA/eec Design Roundtable

6 things CEOs need to know about SEO Here’s how marketing and IT teams can leverage website traffic and impact revenue.

1. Get in the game.

A 2009 Q4 study by Conductor, a New-York based SEO services and technology firm, showed that 53 percent of Fortune 500 companies have “no natural search visibility for their most advertised keywords” — meaning they don’t show up in the top 100 results. Depending on your vertical, you may be far behind the curve

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“The Internet is a space where one-toone connections are forged and maintained, as opposed to a space where information is simply exchanged. Marketing e-mails should feel like person-to-person interactions rather than generic broadcasts. Whether this means putting a literal face on your brand (e.g., J.Crew’s “Jenna’s Picks” e-mail persona); segmenting for specific, personalized messaging; or fostering a unique brand voice that subscribers recognize and relate to; conveying a human element in your e-mail is the way to stay relevant to socially connected subscribers.”

— Alex Madison, Copywriter, SmithHarmon, a Responsys company, & member, DMA/eec Design Roundtable “Direct marketing has become a partnership between marketers, their customers, and their fellow employees. Pushing information out doesn’t work — generic e-mail marketing promotions are less and less welcome and more likely to be blocked by the spam filters. Marketers are now marshals of information, placing it on websites and communities that they own and those owned by others. E-mail marketing has to compete not just with inbox clutter, but with all the other social environments. The key is to have a very solid content and contact strategy for each channel, and synergize them so they can support each other. For example, the content of today’s e-mail newsletter can be turned into tomorrow’s conversation starter on Twitter or LinkedIn. Time promotions with a contest or survey on Facebook, so that energy and enthusiasm around the brand is both tapped and elevated in each channel.”

— Stephanie Miller, VP Global Market Development, Return Path, & Vice Chair, the Email Experience Council.

This article was compiled by Stephanie Miller along with co-chairs and members of various roundtables of the Email Experience Council of the Direct Marketing Association (DMA/eec).

By Kelly Cutler

in terms of competition. If SEO does not account for a portion of your marketing budget, you are missing out on a powerful opportunity to reach your target audience.

2. You can’t “set it and forget it.”

While many web design and development firms can create beautiful websites, aesthetics do not result in search engine visibility. SEO is a marathon, not a sprint: It’s a long-term strategy that includes much

preparation and replenishment. SEO is ever-changing and must be a continual process and strategy.

3. You must have unique content.

It is important for your website to be filled with unique content pages. Duplicate or irrelevant content will only hinder your search engine rankings. If you sell insurance, utilize terms that refer to the theme of selling insurance. The worst possible outcome is for a user who needs insurance to land on a page within your site

FOCUS: business plans § Book Excerpt:

You need a ‘118’

By Jeffrey Hayzlett

This is an excerpt from The Mirror Test: How to Breathe New Life Into Your Business, by Jeffrey W. Hayzlett with Jim Eber. Copyright (c) 2010 by Jeffrey W. Hayzlett. Reprinted by permission of Business Plus, an imprint of Hachette Book Group, Inc, NY. All rights reserved.

I

had him. I knew it. I had been ready with my pitch and when I got him on the phone, I sold him big time. But as soon as I heard he was hooked, I stopped. I didn’t try to close the sale then and there. Instead, I tried to better position myself to take advantage of his interest and asked him for a bit of time a few days later.

“Well...”

“Let me ask you, are you an early morning person or an afternoon person?”

“Morning.”

“Great, so are you a coffee or tea man or do you like juice or water?”

“Coffee.”

“Milk or cream? Light or dark?”

“Milk, light.”

“Bagels, donuts, muffins, or cottage cheese?”

“Bagels.”

“Great. So I’ll see you Tuesday morning at 7:15. I’ll bring bagels and coffee and give you a fifteen-minute presentation of my product as you eat your breakfast.”

Once again, my “118” had succeeded.

Now, I could close the sale the way I like: in person.

The 118 is my version of what some people still call “the elevator pitch” — an out-of-date name for the worthy idea that you need to sell what your company offers (and you) in the span of an elevator ride. Problem is that time used to mean up to three to five minutes. Now, it’s mere seconds. Technology has not only made things (including elevators) move faster, but also has increased the need for speed and immediate relevance in pitching. You have

that says nothing about the topic. User experience has a lot to do with providing information that is actually being sought.

4. Relevant title tags and descriptions are important.

Place the keywords chosen for optimizing into your website’s title tag, the verbiage at the very top of the browsers. Since your website description and the first few sentences on your home page are indexed by search engines, they will provide a clear and concise explanation for users of your company and what it does. Your site needs to be clear, concise, and descriptive.

seconds before I tune you out and maybe two minutes after that to completely sell me with your initial pitch.

The 118 comes from the 118 seconds you actually have to pitch: Eight seconds to hook me and up to 110 seconds to drive it home — less than two minutes with only seconds to spare. The first eight seconds is the length of time the average human can concentrate on something and not lose some focus. It is also the length of time of one of the toughest rides in the world: a qualified ride in professional bull riding. In these first eight seconds, you must be compelling, strong, and focused to be successful. You must hold on as one of the meanest, toughest animals in the world tries to throw you off — just like any good prospect will. Make it those eight seconds, and I’ll give you 110 more to drive your message home with no bull. But if you have not sold me at the end of the 118, I will start to tune out. At that point, we are moving forward to a sale or not.

I speak at hundreds of meetings, conferences, and events worldwide every year, and I am constantly amazed by the inability of entrepreneurs, business owners, their managers, or their sales and marketing representatives to deliver a great, relevant 118.

The 118, like the elevator pitch before it, sells much more than a business’s products or services and unique selling proposition (USP). It is an essential piece in building your brand. It conveys who you are, the assurance your business offers, and the promises you will deliver on. Think you have a brand? Brand is the biggest business buzzword, but what does it mean? To me a brand is just a promise made and kept to a customer. Your 118 helps define what promises your brand will build or make. It connects every promise you make to those around you. Too many businesses don’t focus on these promises and eventually they not only fail to build a brand, they just fail.

5. Establish 301 redirects and creative 404 error pages.

When moving content on your website, make sure you 301 redirect your old URL to your new one. Also create a unique 404 error page that notifies the user of the non-existent page. While in many cases a 404 error page means that the URL or page is broken, it acts as the final attempt to capture users’ attention and keep them on your site.

6. Use data and research to plan new content.

Utilize web analytics to track your web performance data. If you don’t currently use analytics tools, such as Google Analytics, you don’t have your hands on the

Want to learn more?

Jeffrey will be delivering his SES San Francisco keynote on Tuesday, Aug. 17, at 9:30 a.m.

Find out more:

SESsanfrancisco.com The 118 connects directly to the foundation of every business’s growth. I’m not saying a bad one means certain failure, but I have rarely seen a good one deployed in the right way fail to help a business grow. How could it not? It conveys to anyone what he or she will get from your business.

This is usually where people start to nod their heads as if to say, “I know.” But I am not looking for an “Amen.” I’m looking for action. This is proof of life, people, and no time to nod in agreement or say, “I know I should do that” or “I’ll get back to that after I keep reading.” Even when business owners can answer the “Why?” questions (and thus know why they are doing what they are doing), the typical stammering and yammering when I ask for their pitches indicates to me a huge inability to convey what they are doing to their team and customers.

So, put the book down and write down your 118. Even if you have a good one, do it. I’ll wait... § Jeffrey Hayzlett is a widely recognized, influential marketer. He’s been called a “celebrity CMO”

by Forbes Magazine and is famous for his outspoken appearances on numerous television networks. As former CMO of the iconic Eastman Kodak Company, Hayzlett was responsible for the company’s worldwide marketing operations, including the design and execution of all marketing strategies. With Hayzlett at the helm of Kodak’s marketing and business development initiatives, the company experienced record growth, unveiled revolutionary new products, and established a global brand.

controls. Keyword research also helps define the true intent of what people are looking for and can give you ideas on how to establish content themes for new sections of your website.

Kelly Cutler is founder and CEO of Marcel Media, an Internet marketing advisory based in Chicago. Since launching Marcel Media with colleague Ben Swartz in 2003, Cutler has achieved professional success, including becoming the first woman to serve as president of the Chicago Entrepreneurs’ Organization.

An active member of the Chicago Internet Marketing Association, Chicago Association of Direct Marketing, and SEMPO, Cutler is a previous national Stevie Award winner and University of Chicago New Entrepreneur Program instructor.

SearchEngineStrategies.com § SES

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§ FOCUS: organic

It’s time to redefine SEO

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By Kathleen Fealy n June, the IAB Search Marketing of editing a web site’s content and code Barometer 2010 found that search is in order to improve visibility within one still largely confined to specialists. or more search engines.” This is a viable According to the report, 60 percent strategy and grew quickly to include linkof brands stated that those outside building as part of the process. But consider the wider digital team did not have a strong the phrase, search engine optimization. The enough appreciation of how search can build phrase is not website optimization, though a business. By contrast, respondents stated that is part of SEO. that they understood PPC (78 percent) and SEO (75 percent) very well, and more than Becoming fully-developed half of brands claimed to know how to use SEO needs to reflect what its name says newer tools such as universal search, social — search engine optimization. Improving search, mobile, and search retargeting. visibility within one or more search engines This study — combined with my expe- involves various strategies now, not just riences working with small and medium- websites. sized business owners — illustrates a crucial Before universal search, being on the misconception that is still too prevalent in first page of a search engine, organically, our industry, among meant being one of IT professionals, and 10 websites. That SEO is a process — in the business world. rarely happens today, not a practice — that Search engine optisince results are pulled mization (SEO) is from various sources involves marketing, perceived as it was such as social media usability, and branding. in the beginning: It with real-time search, involves a website and video, press releases, a website alone. news, and local search.

It’s not seen as an integral part of the Search and its role in business is evolving. overall organic search process, and search’s Mobile is beginning to make its mark, and potential for building a business is limited by businesses are realizing the value of social misperceptions and mystification. search. All of these strategies affect how a company, not just a site, is seen in the search SEO is complicated engines. SEO should be about optimizing In a recent business publication that serves the visibility in all of organic search. the New York tri-state area’s small and midsize business market, Robert Levin wrote the The new SEO: More fulfilling, article “Is SEO Overrated?” It stated “that forward-thinking, and understood for most small businesses, SEO may not be Integration and strategy are key compoas crucial to success as it’s often implied. nents to building search and especially SEO is complicated, and Google is always search engine optimization’s role and credichanging the rules.” bility. The best business practices are demyseMarketer’s “March 2009: Search Optitified. It doesn’t mean they are easy. Take mization Versus Paid Search” report stated, customer service as an example. Businesses “Marketers sometimes find the SEO process understand sales and marketing. They want complex. Many call it a ‘black-box’ techconversions, be it sales, calls, sign-ups, or nique, since optimization requires decipherdonations. These are concrete — not abstract ing the hidden ranking algorithms of search concepts. engines.”

The IAB report stated that “businesses SEO needs to become demystified for don’t have a strong enough appreciation of better adaptation by businesses of all sizes. how search can build a business.” If that is It’s perceived as a process and not as a practrue, search professionals need to see this tice that involves marketing, usability, and as a wake-up call. Search, especially SEO branding. and all of its related counterparts, need to be more easily understood by businesses to From baby steps play a larger part in their overall strategies The Search Engine Marketing Profes- for success. sional Organization (SEMPO) defines As search professionals, it’s easy to search engine optimization as “the process

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SES § August 2010 {San Francisco}

believe that we’ve educated business people on the benefits of search and what search engine optimization is. However, sometimes the messages of “it’s complicated” and “the rules keep changing” are the perception.

Working with many small to mediumsize businesses, the message is clear. Many are afraid of SEO and don’t trust it. As with any young industry, there are people who take advantage of others and this has hurt the industry as a whole. By expanding the concept of SEO to include the integration of all aspects of natural search, a more solid foundation can be applied — one of overall marketing and customer relations.

Redefining the role of SEO means: Utilizing a process for the strategic implementation of site optimization; video, image, and news optimization; social media; mobile; etc.

Developing strategies and communicating those throughout the company and particularly to those involved in marketing, sales, and customer relations.

Tying strategies into a company’s objectives, such as sales, improved customer service, brand recognition, reputation management, lead generation, or a combination of these.

Employing usability as a key component in all aspects of organic search. Usability and SEO have always been intertwined, and as search evolves, it will continue to play a role as evidenced by personalized search and recent changes in results being delivered by the search engines.

Relevant results rely on relevant customer expectations.

It’s time. For SEO to grow and to be valued, it needs to be better understood. It needs to reflect its name in all of organic search, not just websites. § Kathleen Fealy is president of New York-based KF Multimedia & Web, Inc., which provides website strategy, SEO, and usability consulting and training. She is a certified usability analyst and has specialized in organic search engine optimization since 2001. She is a speaker at Search Engine Strategies conferences and regional events on the topics of organic search and usability. Kathleen is education committee co-chair for SEMPO.

FOCUS: organic §

The value of combining SEO agencies and internal teams By Ray “Catfish” Comstock

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uring my last five years in the agency environment, I’ve worked on an array of search engine optimization (SEO) campaigns — many with enterprise-level clients. I’ve executed and coordinated teams on tactical levels (optimizing page titles and content, coordinating link campaign outreach, and hundreds of other tasks), consulted on overall site performance, aligned campaigns to business objectives, and used analytics data to drive strategy and prioritize resources.

I have found that the best results are most often obtained by clients who have internal team members who: understand SEO to some degree can instruct team members on how to execute some of the more basic recommendations can communicate to the rest of the internal team the value of the work that’s being proposed so that the recommendations get prioritized and implemented

significant effect on your results.

The amount of investment required to produce sophisticated solutions at a large scale can be very expensive. Of course, results vary, and so do SEO firms and what each one offers.

But most firms that deal with large clients have tools and technologies that help them automate data collection as well as analyze that data to understand performance and spot trends. An SEO agency’s experience in using these tools, as well as analyzing data and driving strategy based on that data, is oftentimes worth paying a great deal of money for.

However, once the strategy has been developed and the opportunities prioritized and resourced, enterprise-level organizations often get better long-term value by having the SEO firm train their internal SEO team on how to execute the SEO recommendations on an ongoing basis versus paying an agency rate on an ongoing basis.

Again, it’s important to keep in mind that the context of what I’m recommending should really be applied to enterpriselevel sites with thousands of pages, where Based on my experience consulting the amount of SEO work that could be done for and training in-house SEO teams, it’s is beyond the resources that could ever be my contention that available. In these situthere’s a synergy that ations, prioritization of Agencies add value to happens between an resources, goals, and in-house SEO teams by SEO agency and an economies of scale in-house team that can keeping everyone up-toare critical to achievmaximize the impact ing maximum ROI. of an ongoing SEO date on current techniques. And that’s where an campaign. Plus, it agency’s experience can save money. That oftentimes more than justifies the cost of might seem counterintuitive, as it sounds their services. like I’m advocating hiring more people to do For example, with an enterprise-level site the same job. But really, I’m suggesting that that has an ever-increasing number of high you divide the job between the two teams. quality content pages, it’s a good strategy to This approach makes the best financial sense train the teams that are producing the content and it increases the likelihood that your in on-page optimization tactics. This significampaign will be successful. cantly reduces the number of agency hours First, let’s talk about the money issue, or even internal SEO hours that would be since that tends to be the most significant required to keep up. factor. The fact is, good SEO agencies are There are a number of similar efficienexpensive. And they’re expensive for a cies that SEO agencies can help you realize reason. by leveraging their experience and trainIt takes a lot of research and development ing capabilities to empower different inditime for folks to get good at SEO and to stay viduals within the organization to make on top of an ever-changing industry. This is strong contributions to the SEO campaign. especially true if the agency deals with large And there are a number of ways that SEO enterprise-level sites, where automated tools agencies can leverage their experience with and proprietary technology can really have a similar clients to help you avoid the typical

Want to learn more?

Catfish will be speaking at SES San Francisco during Thursday’s 10:45 a.m. session, “Enterprise Level SEO.” Find out more:

SESsanfrancisco.com pitfalls that many organizations encounter when trying to execute an SEO campaign.

SEO agencies can bring a lot to the table in terms of strategic insight, experience, and the ability to get greater internal support to the table in supporting in-house SEO teams.

But perhaps the most valuable service that an agency can perform is to provide expertise on SEO best practices on an ongoing basis in the form of recommendations and in-house team training. This allows in-house SEO folks to spend their time on tactical execution rather than the potential black hole of research and development.

If you don’t have an agency supporting your in-house team, then part of your overhead will go toward your team members staying up-to-date on SEO best practices.

The amount of research and development that it takes to stay on top of all relevant industry trends and techniques is not trivial, especially for companies whose cultures do not support these types of activities.

That’s how agencies add value to an in-house SEO team — keeping everyone up-to-date on current techniques, training internal teams as necessary, providing strategic guidance based on experience and data analysis, and aligning internal teams.

In-house teams who are trained properly allow organizations to spend more time and money on the execution of optimization tactics because the hourly cost of the internal team is less than that of an agency.

The in-house team also provides valuable day-to-day insight into the campaign, provides an excellent “checks and balance” system for all SEO recommendations, and allows for more day-to-day attention of all things SEO. § Ray “Catfish” Comstock is senior search strategist at BusinessOnLine, a pioneer in the interactive marketing space with a 14-year track record of successfully leveraging the interconnectedness of the Internet to help companies grow their digital presence. @seocatfish

SearchEngineStrategies.com § SES

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§ FOCUS: pay-per-click

Should you friend Facebook PPC?

A

By David Rodnitzky now infamous Newsweek For example, if you were the marketing article in 1995 confidently manager of TiVo when it launched in the predicted that the Internet was late 1990s, what keyword would you buy just a fad, perhaps like the pet — “alternative to VCR”? For new products rock of the 1970s. At one point, or even new entrants to an existing market, the author noted: “Discount the fawning it can be very difficult to uncover search techno-burble about virtual communities. keywords that actually work for your busiComputers and networks isolate us from one ness. For this reason, promoting your offer another. A network chat line is a limp substi- to people who don’t yet know that they want your product is often the only effective strattute for meeting friends over coffee.”

Fast-forward to today — a mere 15 years egy. This is known as “demand creation.”

Facebook PPC is a demand creation later — and Starbucks is trying to get people medium. If you know into its coffee stores via Foursquare, and For new products or market your product’s target audience, Facebook Facebook has attracted entrants, it can be very enables you to serve more than 400 million difficult to uncover search ads against precise users. and Naysayers still keywords that actually work psychographic demographic profiles. exist. When it comes for your business.

And unlike many other to advertising on places online, where social media like Facebook, many vehemently contend that consumers are apt to lie about their personal Facebook PPC is more of a fad than a trend. information to avoid targeting, on Facebook, Some advertisers decry Facebook PPC as users are — as of now — generally honest. bordering on fraudulent, while others have Branding: “Mass media” used to simply concluded that the “return on effort” mean TV, radio, and newspaper. pales in comparison to established online Depending on your target audimarketing mediums, like Google AdWords, ence, however, sites like Facedisplay, or e-mail.

Facebook PPC is still in its early devel- book are now more effective mass mediums opment, but I believe it’s here to stay and for creating frequency and lift than tradiwill in fact become a major force in online tional offline media. And Facebook advertismarketing. While it’s not yet right for every ing not only gets your message in front of advertiser, ignoring Facebook PPC — like potential customers, it also enables them to ignoring the Internet in 1995 — is short- interact with — and promote — your brand. sighted at best. I see five very good reasons Users can “like” your product and join your fan page, where they can suggest product to start exploring Facebook PPC today: enhancements, ask questions to your team, Demand creation: Internet or just share their experiences. And your marketing is broadly divisible happiest fans are likely to become brand into two types of advertising: advocates, acting as personal promoters demand creation and demand of your brand to their friends. When you fulfillment. Search engine marketing is combine detailed targeting, a massive audialmost entirely “demand fulfillment” — ence, interaction, and personal referrals, users tell you exactly what they want by Facebook PPC can drive huge brand value. entering a keyword query, and all you have Arbitrage: If you are a direct to do is optimize your ad text and landresponse marketer (i.e., you ing page such that you convince them that don’t care about brand at all — you’re the right vendor to service their need. you only care about profits), you That’s great, assuming you have a product that people already know they want. But have likely seen your profits on AdWords what if you’re marketing a new mousetrap? drop over the last few years. This may be due to increased competition, rising CPC prices, changes to quality score, the increasing reach Want to learn more? of the AdWords broad-match algorithm, or a David will be speaking at SES San Francisco combination of these forces. Regardless of on Thursday. Catch him at the 2:30 p.m. session, “Advanced Paid Search Tactics.” Find out more: the reason, many direct response advertisers are finding it harder to squeeze profit out of SESsanfrancisco.com AdWords.

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Facebook PPC is uncharted territory compared to AdWords. Competition is light, and Facebook’s advertising guidelines are, for now, much less restrictive than AdWords’. If you can master Facebook now, you’re likely several years ahead of most of your competitors. Translation: opportunities for high profits similar to the early days of AdWords are still possible.

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Budget diversification: Even if you’re still getting great results from AdWords, Facebook PPC can help you to diversify.

As noted, competition on AdWords is only increasing, quality score is always changing, and a general truism in life is to avoid having all of your eggs in one basket. Facebook offers a great opportunity to reach consumers who may not use Google, or at least who may not have searched for your product or service on Google.

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Future opportunity: Facebook is here to stay, and so is Facebook PPC. As Internet advertisers, we have no choice but to follow Internet users, and these users are increasingly spending more hours on Facebook. Part of the fun — and challenge — of being an Internet marketer is identifying and capitalizing on consumer trends, and Facebook is 100 percent trend and 0 percent fad.

Facebook PPC isn’t currently right for every advertiser. The user interface is difficult, campaigns often require a lot of maintenance (for example, frequent ad text and image changes to keep CTR high), and time-constrained advertisers simply may not have the time to spend on anything but their AdWords campaigns. All of that said, Facebook PPC is an underutilized platform and is quickly increasing in importance. Getting familiar with Facebook PPC sooner rather than later is a smart decision for most Internet advertisers. § David Rodnitzky is founder and CEO of PPC Associates, a leading SEM agency based in San Mateo, Calif. He is a frequent contributor to Search Marketing Standard, publishes an SEM blog at www. blogation.net, and has spoken at major Internet conferences, including ad:tech, SES, SMX, PubCon, Conversion Conference, and TiE. He is also the founder of the Online Lead Generation group, with more than 17,000 members. David has a B.A. from the University of Chicago and a J.D. from the University of Iowa.

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SearchEngineStrategies.com § SES

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Understanding quality score: Building a strategy for relevance

S

By Larry Kim hould you be concerned about quality score? If any of the following apply to you, the answer is yes:

Your pay-per-click costs are too high.

Your competitors’ ads rank higher than yours.

You’re unsatisfied with your ROI. You lack resources to invest in improving results.

All of the above.

If you advertise via Google AdWords, odds are that one or all of these problems apply to you. Luckily, there’s a single element that affects all of the above scenarios: quality score. Improving your AdWords quality score will solve every one of them. Let’s take an in-depth look at how quality score is calculated, why it’s important, and how to optimize quality score for more cost-effective, profitable PPC campaigns.

The importance of quality score

Quality score is a crucial metric because it helps determine: if your ad is eligible to be displayed in the sponsored results for a given search. your minimum bid and minimum

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first-page bid estimate. how much you pay when a user clicks on your ad. the position in which your ad appears.

Furthermore, because it measures relevance, quality score is a good predictor of the results you can expect from PPC. By bidding on relevant keywords with relevant ad copy and landing pages, you’re more likely to attract qualified leads and achieve high conversion rates.

In search engine marketing, relevance is good for everyone: It helps potential customers find what they’re looking for.

It rewards advertisers for giving customers want they want.

By facilitating interactions between customers and advertisers, it gives search engines a sustainable profit stream.

So how does quality score really work?

How quality score works

Quality score is a system devised by Google to measure advertising quality (or relevance). If your ad is relevant enough to match a search query, quality score also affects your ad position and cost per click (CPC).

FOCUS: pay-per-click §

According to Google, the factors that determine quality score — a numerical value between 1 and 10 — include: the historical click-through rate (CTR) of your account and keywords. the relevance of your keywords to each other and to your ads. the relevance of your destination URLs. user experience metrics, such as page loading time. various other factors.

Quality score measures the relevance of an ad group’s keywords, ad text, and destination URL, plus additional user experience variables.

Also according to Google, a high-quality ad: is relevant to the query. accurately describes the product. is relevant to its corresponding landing page.

Google evaluates these factors and assigns a value to each keyword you’re bidding on.

The more relevance you show, the higher your score.

How quality score affects your PPC campaigns

Quality score affects nearly all the important aspects of a PPC campaign, including: impressions cost per click ad rank premium positioning

How quality score affects impressions

When a user conducts a search, AdWords initiates an ad auction to determine which ads are relevant enough to appear. Quality score helps determine if your ad is relevant enough to enter the auction. Hence, higher scores allow more impressions.

Quality score also affects your minimum first-page bid estimate. Higher quality scores lead to lower minimum bids and minimum first-page bid estimates, both of which are related to the amount of exposure your ads receive.

How quality score affects ad rank

To determine ad rank, Google multiplies your maximum CPC bid by your quality score. This makes it possible for an

opportunities is crucial. This means aggregating keywords from multiple sources, including your own web analytics, to build a personalized database of keywords that speak to your specific audience.

Ad rank is calculated by multiplying maximum CPC bid by Keyword analysis: It’s also important quality score. To avoid continually raising maximum bids to analyze your keywords to determine while achieving higher ad positions, you must improve your quality score. your best and worst performers in terms of traffic and conversions. With How quality score affects cost limited time to devote to PPC activities, you should focus your energies on your per click most relevant keywords first.

Quality score also determines how much Negative keyword discovery: you pay per click. To get actual CPC, divide Negative keywords allow you the ad rank to beat by quality score and add to restrict the search queries that one cent. By pursuing a strategy to raise your trigger your ads, reducing irrelevant quality score, you may even find yourself impressions and eliminating costly paying less per click than your maximum clicks from low-quality traffic that is CPC bid. unlikely to convert. (This also improves your CTR.) How quality score affects Strategic keyword organization: Grouping thematically-related premium positioning keywords has a slew of benefits, not Google sometimes displays sponsored least of which is that tightly-related ads in the highlighted region above the keyword groups earn higher quality search results. Given their prominence, it’s scores. Effective keyword grouping especially important also makes it easier that these ads be high to write focused, Higher quality scores lead quality, so Google relevant marketing to lower minimum bids places extra emphasis copy. on quality score when Content and minimum first-page determining which ads creation: Authoring bid estimates. to display in this area. specific and Because premium ad descriptive ad text, landing pages, and other marketing positioning cannot be collateral is obviously a priority; your bought by raising bids, it’s another compelkeywords won’t do any work for you if ling incentive to focus on improving quality they’re just sitting in a spreadsheet. score.

Continual growth and improvement: You need to look at PPC as an ongoing So what’s your strategy? process in order to maintain gains and By now you can see the impact that qualimprove your results. It’s key to find ity score has on every aspect of your PPC a system that allows you to practice campaigns, and you can probably imagine regular keyword management in an the cost and positioning advantages you efficient way. could enjoy as a result of improved quality scores. So, how do you actually improve Implementing a strategy that will increase your scores? your campaign’s relevance and raise quality The most important component of quality scores across the board will allow you to pull score is CTR, or the percentage of people in more traffic and qualified leads without who see your ad (total impressions) that go raising your PPC budget. § on to click it. To raise your CTR, you need to Larry Kim is the founder and VP of get more clicks and fewer irrelevant impresproduct development of Wordsions. By focusing on raising your CTR Stream Inc., a Boston-based prothrough relevance, you’ll improve all the vider of next-generation keyword factors that go into calculating quality score. management solutions for payThe following actions will all contribper-click (PPC) marketing and ute to increased campaign-wide relevance, search engine optimization (SEO).

He has almost a decade of experihigher click-through rates, and, in turn, ence managing search marketing campaigns both inhigher quality scores: house and through his own agency. Larry is also an Next-generation keyword research: engineer with experience in software development and Your campaigns are built on keywords, product management. @larrykim so finding your most relevant keyword

advertiser with a lower bid and higher quality score to outrank one with a higher bid and lower score.

SearchEngineStrategies.com § SES

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§ FOCUS: leads

B2B prospecting on a small budget

B

By Lori Weiman ootstrapping your sales and marketing efforts with a B2B offering is a lot easier than trying to do it for consumerfocused products or services.

I’ve spent many years promoting B2B services to Internet marketers with budgets smaller than the weekly allowance my parents gave me as a kid. In 2002, I had the pleasure of heading up one of the early bid management platforms, KeywordMax.com, before almost anyone realized that you could automate paid search campaigns. Today, I can tell you that prospecting on a budget is a great game. I’ve used a few key methods over the years to reach target markets, even with a small sales and marketing budget.

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Establish expertise. You will have an easier time generating interest in your services if you can establish yourself as one of the experts in what you do. Cost: $0.

Get published. Write articles on interesting topics that your target market yearns to learn about, and get them published in e-mail newsletters that already target your market.

White papers. These get great exposure and provide your sales team with powerful fodder to send to prospects, provided that the topic is interesting, informative, and an easy read. For better exposure, promote your favorite white papers using a bit of advertising dollars on targeted publications.

Speak at tradeshows. After you’ve started your journey as a subject matter leader via your articles and white papers, get in front of a crowd and speak on these topics at industry events.

Your website. As you develop your site, promote your publications and any accolades you’ve earned as a company on your landing page(s).

Answer questions. Seek out questions posted by other folks in your industry on sites like LinkedIn, and post your well thought-out, non-salesy answers.

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Inspire word-of-mouth. Most B2B industries are made of tight networks of people who have known each other for quite some time. It’s important to inspire industry insiders to talk about you and write about you. Cost: $0.

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Bloggers/message board posters.

Seek out active and respected voices in your vertical. These folks are always on the lookout for fresh topics to discuss.

Then reach out to them by providing informative content, perhaps your expert thoughts on a recent post, and/or a trial of your product of service.

Customer service. Provide your customers with excellent and honest customer care and support. Know them well — follow Google Alerts, for example, to stay up-to-speed on what your clients are doing. The more you listen to your customers and act like a responsible and proactive vendor, the more your customers will talk about you — in a good way.

Social networking. Of course you can use Twitter or Facebook, but neither will have any impact until you establish a following and have a specific objective in your communications. We use Twitter, for example, to promote our articles and let people know where to find us at tradeshows. We could probably do more, but we subscribe to the “less is more” philosophy. Overtweeters get ignored.

3

Identify prospects using lowcost tools. There are great research tools to find prospective clients that cost only your time

and effort.

Tradeshow websites. Find popular tradeshows in your vertical. Most will not publish the attendee list, but the speaker list and exhibitor list will give you a good start.

LinkedIn. Use the company search features to search for companies that fit in with your business. Then use the advanced people search function to identify staff in the appropriate job functions at those companies that you wish to prospect.

Searches on search engines. Use search engines, especially those targeted to your subject matter, to find appropriate companies to target.

Top lists. Find top 50 lists, top 100 lists, or top 500 lists — most of these are published for free on the web.

4

E-mail. E-mail is free, and it enables us to reach a specific audience quickly. It’s dangerous if you do it wrong, but

powerful if done right. In my experience, 99 percent of the e-mails I get from B2B folks are completely off the mark. I see things like special deals and limited time offers, messaging that has nothing to do with our business, and high-pressure, impersonal communications. You can always tell when you are sent an e-mail as part of a big blast to a list. We recommend sending e-mails one at a time — you reach less, but your impact is better. We never sell in our e-mails because the prospect doesn’t even know us yet.

E-mail is your introduction and first impression, so make it personalized and relevant to the recipient, or you will meet delete.

5

Capture leads. Don’t forget to capture leads. Most B2B buyers do not purchase on the spot; you’ll need to follow up with these folks down the road.

Your website. We like to make it as easy as possible for folks to communicate with us, and therefore all of our contact information, along with a demo sign-up form, is easy to find on the front page of our website.

CRM. It’s imperative that you use a CRM tool, like SalesForce or Landslide. All of your prospects, including out-bound efforts and inbound requests, need to be recorded in an easy place that’s accessible to anyone who will be interacting with prospective customers. Otherwise, you risk prospects falling through the cracks, you’re certainly not able to do appropriate follow-up, and you’re setting up your sales team to step all over each other.

In addition, we’ve built robust tools for our sales team that work in a semiautomated way to identify prospects, find specific problems unique to each prospect, discover e-mail addresses in a responsible manner, and tie our communication efforts all together using a CRM tool. § Lori Weiman is CEO of The Search Monitor and a columnist for Search Engine Land. The Search Monitor tracks competitors, trademarks, and affiliates on paid and organic search, shopping, local, and social media. Previously, Lori co-founded KeywordMax.com (now a division of Digital River, Inc.). Recent speaking engagements include SES, SMX, AffCon, Search Insider Summit, and Affiliate Summit. @searchmonitor

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SearchEngineStrategies.com § SES

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§ FOCUS: best practices

The bare-bones checklist of online marketing

W

By Steve Haar e all can see that the world of search is evolving rapidly, making staying current with the landscape challenging for business owners and marketers alike. Sometimes, business owners are frozen with fear that they won’t do all the right things. The truth is that you won’t have time to do everything; however, with the right priorities, you should be able to tackle what’s most important. So, if you do nothing else, you should at least…

Get informed

“Search” is no longer the domain of Google, Yahoo, and Bing. If a searcher wants to find an obscure fact, these search engines are great places to look. For commerce, though, the field of online search is much broader, with a diverse mix of information resources: In addition to search engines, sites like Yelp, which recently reached 11 million reviews, have reviews for just about any product or service.

Niche sites, such as UrbanSpoon, or directional media, including Internet yellow pages, help narrow consumer searches based on the topic or industry vertical, making for a better search experience and relevant results.

Assess your industry to discover where consumers are looking for your service or product. Then, see how people use these sites to find you. Does the site have a listings service, a forum, or another venue for you to participate? Getting to know general search engines is fine, but don’t overlook the niche sites for your industry.

Get social

Facebook is a massive word-of-mouth search engine. Twitter is often used to discover trending topics, and even companies. Being part of these social networks increases your chances of showing up when users look for your products and/or services.

Creating a Facebook page or Twitter account (and being an active participant) establishes relationships with customers. Plus, when your friends’ friends ask for ideas or advice, you can be part of that conversation, resulting in greater awareness through peer referrals.

While Facebook searches have topped 650 million per month (comScore), the network as a search portal is still nascent, but clearly growing as a source of search. And although

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many of those searches are name-related, commercial-specific searches are growing as well. In addition, many niche sites at the industry level have community sections, such as forums and Q&A areas, which are perfect for showcasing your expertise to help customers and prospects.

Remember, search is not just about products, names, addresses, and phone numbers — it’s also about opinions, likes, and dislikes. Your participation in these networks improves your likelihood of being mentioned in a positive way.

Get mobile

What can you do to enhance your mobile presence?

Claim your business listing on Google to ensure its accuracy and likelihood of showing for Google Maps searches.

Certify that your location is listed properly on sites like Fourquare and Gowalla.

Represent yourself on niche sites for your industry and market.

Encourage patrons to use their mobile devices to create reviews on Yelp or other relevant sites.

Suggest to-do items on Foursquare, or promotions in Groupon.

Give consumers a reason to interact, including opportunities to upload mobile photos to Facebook or Twitter.

Run promotions. For your loyal patrons — those who like you on Facebook, follow you on Twitter, or check in on Foursquare, for example — provide “extra” incentives, including exclusive discounts or giveaways. Using mobile devices, consumers can show that they qualify for your exclusive promotions.

Get listed

Search engines gather information from almost anywhere, and they show that information to people, regardless of accuracy.

This information, if not correct, can spread across the Internet or even to GPS devices.

Once your business listings are wrong, getting them fixed can be a real problem. The necessary actions for you are: Review your site; ensure it has the latest location information: a valid phone number, address, or e-mail contact.

Look at local sites through the Chamber of Commerce, the Better Business Bureau, or Internet yellow

pages (e.g., YP.COM, yellowbook.com, Superpages.com, and DexKnows.com) to guarantee that they correctly display your business information.

Pay attention to the local listings on search engines and claim them.

Get updated

Earlier, I referred to updating your business’ physical address online. But because search engines can pick up more than just your contact information: Be sure that your site explicitly talks about your products and services, keeping them logically organized.

Put your product lists — complete with SKU, product numbers, and descriptions — on your site, even if items can’t be ordered online. Greater product awareness can lead to more leads; just make alternative ordering information immediately available on the screen.

Prominently display your phone number and address on web pages — don’t make users work in order to contact you.

By implementing these ideas, you greatly improve the likelihood of your products or services being found locally. If you’re unsure how to do these, engaging a reputable professional is worth the investment. (Tip: Avoid the “too-good-to-be-true” promises of guaranteed, first-position listings on Google).

Conclusion

I often tell people that search is not rocket science, but it is hard work. Many ways exist to engage the active searcher. If you have the time and resources to tackle search, it’s worth your while. Sticking to some foundational elements as mentioned above can go a long way. As my colleague often says, “Don’t try to boil the ocean.” Tackle one thing at a time, and you’ll start to see results. § Steve Haar is currently with 15miles, a division of TMP Directional Marketing. He started in interactive advertising in 1994 with Monster Worldwide; he’s worked with agencies and advertisers to develop digital marketing programs ever since. As an advertiser, he directed $50 million interactive media budgets.

He also developed media partnerships and led teams of creative, research, and interactive marketing professionals. @stevehaar

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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.

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SearchEngineStrategies.com § SES

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Speaker Bios SearchEngineStrategies.com ยง SES

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Benu Aggarwal

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

Sandeep Aggarwal

Managing Director, Internet & Software Caris & Company Sandeep Aggarwal covers Internet and software at Caris & Company. He brings 14 years of global experience in investments, strategy, and business operations focusing on Internet and technology. Prior to joining Caris & Company, Sandeep was a senior research analyst at Collins Stewart and Oppenheimer & Co., covering the Internet sector. Prior to Oppenheimer, Sandeep worked in the II-ranked equity research team at Citigroup focusing on the Internet sector. Before transitioning to Wall Street, Sandeep worked at Microsoft in Redmond, WA, in a strategy planning role for Windows. During his time at Microsoft, Sandeep worked very closely with the senior leadership team on many key strategic issues, including the launch of Windows Vista, the PC market, and emerging markets. Prior to Microsoft Sandeep worked in a strategy role at Charles Schwab in San Francisco on online technology infrastructure and data centers for Schwab.com.

Jonathan Allen

Speaker Bios

Director SearchEngineWatch.com Jonathan came on board as director of Search Engine Watch with Incisive Media in December 2009. In this new role, he brings the spirit of collaboration back to Search Engine Watch and will 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 such websites as Legal Week, TheInquirer.net, V3.co.uk, Accountancy Age Jobs, and Computing Careers. Previously, Jonathan worked as an SEO consultant and cofounded Moblog:tech, an award-winning mobile social networking software provider and owner of the Webby award-winning 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 really inspires Jonathan. @jc1000000

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SES § August 2010 {San Francisco}

Tim Ash

CEO SiteTuners.com Tim Ash is the CEO of SiteTuners.com, a landing page optimization firm that offers conversion consulting; full-service, guaranteed-improvement tests; and second-generation software tools to improve conversion rates. SiteTuners’ AttentionWizard.com visual attention prediction tool can be used on a landing page screenshot or mockup to quickly identify major conversion issues. He has worked with Google, Facebook, American Express, CBS, Sony Music, Universal Studios, Verizon Wireless, Texas Instruments, and Coach. Tim is a highly regarded presenter at Search Engine Strategies, eMetrics, PPC Summit, Affiliate Summit, PubCon, Affiliate Conference, and LeadsCon. He is the chairperson of ConversionConference.com, the first conference focused on improving online conversions. Tim is a columnist for several publications, including ClickZ. He hosts the weekly Landing Page Optimization podcast on WebmasterRadio.fm. He received his B.S. and M.S. during his PhD studies at University of California, San Diego. Tim is the author of the bestselling book Landing Page Optimization. @tim_ash

Adam Audette President AudetteMedia, Inc.

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

Mike Baker

President & CEO DataXu Mike Baker has been pioneering digital media platforms for 20 years and is a widely recognized thought leader in interactive advertising. Before cofounding DataXu, he was vice president at Nokia, where he created and ran Nokia Interactive. Mike came to Nokia through its acquisition of mobile advertising leader Enpocket in 2007, where he was the founding investor and CEO. Baker was previously a partner at venture capital firm GrandBanks Capital.

He has also been executive vice president at Engage Technologies, an innovator in online advertising and behavioral targeting. An active angel investor in digital media, he is currently chairman of the board of Nexage, a mobile advertising solutions provider. Baker holds degrees in law and telecommunications management.

Andy Beal CEO Trackur

Andy Beal is the founder and CEO of Trackur, a powerful, yet affordable, social media monitoring solution. With over 10 years of Internet marketing experience, Andy specializes in online reputation management and is the coauthor of Radically Transparent: Monitoring and Managing Reputations Online. You can find Andy on at his blog, MarketingPilgrim.com. @andybeal

Founder & Managing Director Lightning Laboratories Gene Becker is founder and managing director of Lightning Laboratories. With over 20 years of experience in research, product development, executive leadership, and entrepreneurial ventures, Gene brings creativity, insight, and strategic expertise to client engagements. At Hewlett-Packard’s technology research unit HP Labs, Gene led advanced research and business development for Cooltown, a web-based platform for mobile and ubiquitous computing that became part of HP’s CEO-level strategic vision for two years and prefigured many connected world developments in common use today. Also at HP Labs, Gene led the creation of utility computing services used in the production of DreamWorks Animation’s feature films Shrek 2 and Madagascar and cofounded a new cloud services business unit within HP’s Services business sector.

Most recently, he was worldwide director of product development for extreme performance and mobility brand Voodoo PC. @genebecker

Sacha Berlik Founder & CEO mexad

Co-founder and CEO of mexad, Sacha Berlik has over 14 years’ experience in the international digital marketing industry, including six years as a general manager for Western Europe and co-founder of Oridian, with over 100 employees and 13 international offices.

In 1999 he founded the first European-wide online network, ActiveAgent. Prior to that, he built the online presence for one of the biggest private TV stations in Germany, Sat.1. @mexad

Seth Besmertnik CEO Conductor, Inc.

Seth Besmertnik guides corporate strategy and develops strategic partnerships for Conductor. His vision and thought leadership have established the company as a recognized authority in natural search.

Since cofounding the company in 2005, Besmertnik has navigated the company through multiple finance rounds and extraordinary growth. Today, the company boasts a customer list of more than 100 Fortune 500 and Internet Retailer 500 companies and hundreds of the world’s most-recognized publishers. In addition, Conductor provides natural search solutions for more than half of the top search engine marketing and optimization agencies in the United States. Besmertnik frequently speaks at industry events as an expert in search marketing and is a frequent guest lecturer on entrepreneurship at various universities. In 2009, Besmertnik was a finalist for Ernst & Young’s prestigious Entrepreneur of the Year Award.

Besmertnik holds a B.S. in entrepreneurial management from Baruch College’s Zicklin School of Business. @besmertnik

Thomas Bindl

Founder & CEO Refined Labs GmbH Thomas is founder and CEO of Refined Labs, author of various articles and books, advisory board member of Search Engine Strategies, and speaker at industry-leading events worldwide. He has been active in the search industry for over a decade. Voted one of the top 50 Internet people of 2007 by Internet World Business, Thomas founded Refined Labs in early 2007 to develop a next-generation

online marketing toolbox with a focus on cross-channel and crosscampaign optimization and leading SEM bid management. The focus is on corporate PPC spenders and agencies across Europe, with data integrations from Google, Yahoo, Microsoft adCenter, Omniture SiteCatalyst, affili.net, Zanox, and many other systems.

Twenty months after launch, Refined Ads is considered a leading solution in many central European countries. Clients include be2, Experteer, and SIXT, as well as such agencies as metapeople, blueSummit, and Yellow Tomato.

Chris Boggs Director, SEO Rosetta

Chris Boggs of Rosetta is a specialist in search engine optimization and paid search advertising. He joined Brulant (now Rosetta) from Avenue A | Razorfish in 2007 as manager of the SEO team.

Chris has worked in search engine marketing since 2000, starting in-house and moving into a consulting role in 2002. He’s worked with organizations ranging from small businesses to Fortune 100, within all major industries, including healthcare, financial services, consumer products, and retail. He is experienced in performing and directing hands-on SEO, from keyword research to content and link development, as well as guiding technical implementations with e-commerce platforms. Chris is actively involved in the SEM community. He is a regular speaker at major search marketing conferences, a moderator and expert columnist for SearchEngineWatch.com, an associate editor for the Search Engine Roundtable blog, and a board member of SEMPO since 2006.

Michael Bonfils

International Managing Director SEM International Michael Bonfils is the international managing director of SEM International, specializing in providing international/multilingual search engine marketing management services for global advertising agencies, search engine marketing companies, and Fortune 1000 firms. Michael also contributes to Internet marketing technology and trends, offering his time 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, which he sold in 2004. Since 1996, Michael has spent his time helping pioneer best practices in global search engine marketing and innovations in technology advertising. He sits on the board of directors for many organizations, including the TechBiz Connection, and is the former VP of communications for the Southern California American Marketing Association (SOCAL).

His company services over 100 clients worldwide and currently operates and has offices in North America, Europe, and Asia.

Steve Bookbinder

CEO Internet Advertising Institutes Steve Bookbinder is CEO of the Internet Advertising Institute. He’s delivered more than 2,000 workshops and speeches to more than 30,000 sales professionals worldwide. Drawing on his background as salesperson (advertising services and consulting), manager, trainer, actor, and athlete, he infuses each program with passion and practical advice. His clients credit him for sales increases of 10% to 100%. His clients’ industries include digital media, cable TV, broadcast and print advertising, information, consulting, energy, telecommunications, financial services, and office supplies. Steve is SearchEngineStrategies.com § SES

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Speaker Bios

Gene Becker

the author and co-author of more than 25 books, articles, and audio programs, including his most recent book, How to Be Your Own Coach. Previously, Steve was president and lead speaker for DEI Management Group and Steve Bookbinder Associates, as well as a guest lecturer for mediabistro.com. He has a B.A. in communications from the State University of New York at Albany.

Paul Botto VP of Sales Brickfish

As VP of sales, Paul is responsible for worldwide revenuegeneration efforts, working with major brands, corporations, and agencies. He has over 15 years’ experience in media and measurement, most notably at Urchin Software Corp., where as business development manager he helped develop licensing models and closed partnerships that led to Google acquiring the company.

As head of analytics for the North American sales organization at Google, Paul worked with hundreds of Fortune 1000 companies.

He was a driving force for Google Analytics product development, its GAAC partner program, and business development efforts. His team covered all verticals and regions across North America and helped transform Google ad sales into a consultative, metrics-based engagement, incorporating measurement expertise into key roles within the sales organization and building relationships, sales operations, and outreach that dovetailed with online efforts to bring in hundreds of millions of dollars a year in additional ad revenue.

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 is 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 of 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 recognized by his peers as a leader in the industry and is a highly sought-after conference speaker across North American events, including SES Toronto, PubCon, and Infopresse. Guillaume develops long-term partnerships with his customers, offering them a clear perspective of the web in terms of ROI. He knows how to surprise the market, maximizing websites that don’t usually get the attention they deserve. @guillaumeseo

Matthew Boyd

Speaker Bios

Sr. VP, Western Sales ValueClick As SVP, western sales, Matthew Boyd oversees ValueClick Media’s sales organization in the western United States and Canada.

Matthew joined ValueClick Media in March 2004 as a regional sales manager and was promoted to vice president, western sales, in 2005. Prior to joining ValueClick Media, he held sales and management positions at Lycos and Excite in San Francisco, Chicago, and Boston. He started his career at Young & Rubicam, where he served as an account executive. He holds a B.S. from California Polytechnic State University, San Luis Obispo, and has completed graduate coursework in management and finance at Harvard University’s extended education program.

96

SES § August 2010 {San Francisco}

Jim Boykin

CEO We Build Pages Internet Marketing Services Jim Boykin founded We Build Pages in 1999 as a web designer.

Shortly thereafter, Jim started specializing in search engine optimization and then link building and has grown the company to employ about 35 ninjas. Jim has lead We Build Pages into several techniques of helping clients achieve higher traffic via such methods as on-page optimization, link building, content creation, widget services, and Internet marketing consulting. Jim blogged about link building for years and won several link-building awards, including Best Link Building Blog in 2006 and 2007 from Search Engine Journal. Prior to We Build Pages, Jim attended Rider College in New Jersey, studying marketing and politics. After college Jim traveled the U.S., spending several years working in a number of national parks. After his travels, Jim settled down to found We Build Pages.

Susan Bratton

Co-founder Personal Life Media Susan Bratton is co-founder and CEO of Personal Life Media Inc., publisher of nearly 20 direct-to-consumer online information products, including e-books, membership sites, home study courses, and other “e-books with benefits” content collections. Susan is also co-founder of a green web hosting company, an affiliate network, an e-commerce site, and a podcast network. She has hosted her popular weekly show, “DishyMix,” for six years, interviewing hundreds of well-known media, Internet executives, authors, and innovators. She is the creator of two e-books, Talk Show Tips: 72 Secret “Master Host” Techniques and Masterful Interviews: Creating Profitable Content. Susan sits on the boards of several companies and has been on the founding team of many Silicon Valley startups in the consumer web services sector. She has been recognized as a digital marketing expert by many tech and advertising publications and is chair emeritus of the ad:tech conference.

Scott Brinker President & CTO ion interactive

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

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 focuses on SEO, SEO PR, social media, website

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Speaker Bios

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analysis, and website monetization. Erika’s specialty 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 MA 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 skill set includes design, site architecture, keyword research, usability testing, internal linking structure implementation, meta data writing, social media monetization, link popularity building campaigns, conversion rate increases, and achievement of 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 public relations’ influence on social media, SEO, and SEM, and she continues to share her innovative approach with others. The Buyer Group is an interactive PR, social media, and branding agency in South Florida that also consults agencies transitioning from traditional media to today’s best digital strategies. Clients include companies in the technology, real estate, and health/beauty industries. Lisa edits several blogs and teaches online courses on applying social media to business networks. She regularly speaks and moderates on online PR, social media, and search at national conferences, including Search Engine Strategies and PubCon. She is a certified Google AdWords professional and a SEMPO and SFIMA member. @lisabuyer

Laura Callow

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 has previous clients through various agencies, include Microsoft Partners, Rolex, Mercedes Benz, Hyatt Hotels, Moen, Pampers, and Dell, as well as other large and small companies around 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 key performance indicators; and handles vendor selection and management. @lauracallow

Preston Carey

Speaker Bios

Head of Business Development Yandex Preston Carey leads Yandex’s business development efforts in the United States and Western Europe. Yandex is Russia’s largest Internet company, whose websites attract a workday audience of more than 19 million users from Russia, the Ukraine, and other countries. Yandex is currently the fastest-growing search engine in the world, with over 90% growth in the past year. Prior to joining Yandex, Preston spent over a decade working with industry leaders in technology and management consulting.

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SES § August 2010 {San Francisco}

Christoph Cemper Managing Director Cemper.com

Christoph Cemper has been building links since 2003 and is a well-known and respected expert in the SEO industry. His company, CEMPER.COM, has been building quality links for major players within all industries in English, German, Spanish, and French.

CEMPER.COM has served over 550 clients so far. Over the past years, Christoph and his team have developed their proprietary SEO and link-building toolkit to increase their everyday efficiency in the link-research and link-building process and in working with the search engines. Early in 2010, Christoph released some of his internal link-building tools as Link Research Tools to the public.

Christoph holds a master’s degree in business administration and marketing. He speaks at a dozen search marketing conferences around the globe each year and conducts training in link building on a regular basis. @cemper

Andrew Chang

Marketing Manager LinkedIn Andrew Chang is responsible for marketing LinkedIn’s direct response advertising solution, LinkedIn DirectAds. Andrew has been involved in search and social media marketing since 2004.

Prior to LinkedIn, he was a product marketing manager at Google for such products as Google AdWords, Google Analytics, and Google Docs. Andrew earned his MBA from the UCLA Anderson School of Management and his B.S. from MIT. You can reach him through his LinkedIn page. @achang

Vivek Chaudhuri

Director, Search Marketing Digitas Health In his position on the Digitas Health media team, Vivek is responsible for leading the SEM strategies of Digitas Health’s clients. He is also responsible for developing high-quality talent, managing resources, and driving ongoing process enhancements to the search marketing practice. Vivek has worked with global clients across industries and specializes in integrating search engine marketing with the overall online marketing strategy for global clients.

Vivek is founder of SEO Grail, a local group in Philadelphia that focuses on SEM trends and best practices. He is actively involved in various search and Internet marketing industry events, which helps him leverage a great network within the industry. Prior to working for Digitas Health, he was the director of Internet marketing at ScreerMatter, a franchise-industry–focused Internet marketing firm. @digitalv

Mikel Chertudi

Sr. Director, Online & Demand Marketing Omniture Mikel Chertudi is VP of demand and online marketing at Omniture.

He oversees global strategy and execution of demand creation for new customer acquisition and cross-selling, including search (paid and organic), e-mail, newsletters, display, content syndication, and direct and dimensional mail. Michael is responsible for authoring best practice guides, webinars, and reports on marketing and technology issues. He and his team have deployed a comprehensive marketing-technology–based solution for increasing response effectiveness by intertwining search marketing automation, e-mail, direct

mail lead-nurturing automation, progressive telephony, on-site behavioral targeting, ad serving, A/B and multivariable testing, and personalized prospect portals, with web analytics as the anchor technology to deploy a highly relevant prospect and customer experience.

Christine Churchill President KeyRelevance

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

Bruce Clay

President Bruce Clay, Inc. Bruce Clay has been a recognized leader in the search marketing arena since 1996, when he launched one of the first consulting firms

devoted to SEO. His pioneering efforts continue to lead the search industry by providing award-winning SEO training and certification courses, the SEO Code of Ethics, and the full-featured SEOToolSet. Bruce hosts SEM Synergy, a weekly half-hour show on WebmasterRadio.fm, covering all aspects of Internet marketing. He is the co-author of Search Engine Optimization All-in-One For Dummies, a comprehensive desk reference, and is a principal editor and speaker for SEMJ.org, a scholarly research journal for SEM. Widely recognized as a search marketing expert, he has been quoted in such publications as The Wall Street Journal, U.S.A Today, PC Week, Wired Magazine, and Smart Money and is a frequent speaker at national industry conferences. @bruceclayinc

Josh Cobb

Sr. Director, Americas, BizDev & Partnerships Yahoo!

Josh Cobb has been involved with Internet publishing since 1994 when he designed and built Hollywired, the first online services directory for film and television professionals. The company continued to build more than 10,000 websites for all types of businesses, which led to Josh lecturing and teaching in the late 1990s. In 1998, Josh began consulting on large e-commerce sites, including CareerBuilder. He headed up Sprint’s mobile computing practice until 2002, when he became director of search services for Overture. In 2004, Josh moved into the global partnership management group at Yahoo and built a publisher optimization capability that has driven value and growth across the company and its partner network. He is currently a senior director in the business development and partnerships group at Yahoo. His focus is on monetizing publisher inventory, optimizing long-term user experience, and creating growth and value throughout the Yahoo Publisher Partner Network.

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99

Alex Cohen

Paul Cushman

Alex Cohen is an accomplished online marketer, blogger, and presenter. He has been a featured speaker at Search Marketing Expo, Princeton University’s Global Entrepreneurship Week, Villanova University, and Wakeforest University. Currently, Alex is the senior marketing manager at ClickEquations, a paid search platform for large advertisers and agencies. In addition to speaking, Alex writes Digital Alex, a blog about marketing optimization, and contributes to Search Marketing Gurus, the Web Analytics Association, Web Analytics World, and other search marketing websites. @digitalalex

Paul Cushman is the senior director of mobile sales strategy at Yahoo and is responsible for the monetization strategy for the company’s mobile advertising solutions. Paul brings over 20 years of mobile and advertising experience to his role. Prior to joining Yahoo three years ago, he held senior positions at three mobile startups in the U.S., covering text messaging (m-Qube, bought by Mobile Messenger from Verisign), visual search (Neven Vision, acquired by Google), and widgets (Mobio). Before coming to the U.S., Paul worked for McCann-Erickson Worldwide for more than 10 years in Hong Kong, Saigon, and Jakarta. He began his career in London, working in sales promotion. Paul has a B.A. in strategic marketing from the University of Hertfordshire, England. He lives in Woodside, Calif., with his wife Liz and their three children.

Senior Marketing Manager ClickEquations

Lee Cohen

Sr. Director of Business Development & Sales Become, Inc. Lee Cohen is the senior director of business development and sales at Become Inc., heading up the business development, sales, and client service efforts for U.S. comparison shopping. Lee’s background includes both brand management and entrepreneurial experience. Prior to joining Become.com, she worked for a variety of Internet startups in the e-commerce and content spaces. At these organizations, she oversaw revenue generation and all marketing activities. Lee began her career at Naked Juice and launched the brand for the company’s East Coast division; Naked Juice was sold to PepsiCo in 2006. Lee holds an MBA degree from Harvard Business School and a B.A. in History from Brandeis University. Lee also publishes The Real Deal blog.

Ray “Catfish” Comstock Director of SEO BusinessOnLine

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

Robert Coolbrith

Speaker Bios

VP, Equity Research Think Equity

Robert Coolbrith joined ThinkEquity in June 2006 as a research analyst covering the Internet and online media, with a focus on digital marketing services. Before joining ThinkEquity, Robert was an analyst with Financial DNA, a San Francisco research firm focused on the financial technology sector, including brokerages, exchanges, and liquidity providers. Robert holds a B.A. in mathematics from Harvard College.

100

SES § August 2010 {San Francisco}

Senior Director, Mobile Sales Strategy Yahoo!

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 has expertise in 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, among others.

Michael DeHaven SEO Product Manager Bazaarvoice

Michael DeHaven serves as the SEO product manager at Bazaarvoice, the market and technology leader in hosted social commerce applications that drive sales. With over 14 years of experience in the online marketing industry, Michael has developed and implemented holistic SEO strategies for leading websites, such as CareerBuilder. com, Travelocity.com, and Hotels.com. His expertise lies in the developing synergies between SEO and the various other components of solid strategic online marketing plans.

Bryan Eisenberg

New York Times bestselling author bryaneisenberg.com Bryan Eisenberg is the co-author of the Wall Street Journal, Amazon.com, and New York Times bestselling books Call to Action, Waiting For Your Cat to Bark? and Always Be Testing.

Bryan has been the keynote speaker for Search Engine Strategies, Shop.org, Direct Marketing Association, MarketingSherpa, E-consultancy, Webcom, and the Canadian Marketing Association. He is also the co-founder and chairman emeritus of the Web Analytics Association. Bryan serves as an advisory board member of Search Engine Strategies, the eMetrics Marketing Optimization Summit, and several venture-capital–backed startup companies.

Bryan is the recognized authority and pioneer in improving online conversion rates, persuasion architecture, and persona marketing.

He was recently recognized by eConsultancy members as one of the top 10 user experience gurus. @thegrok

Internet Marketing Manager Acquisio Noran El-Shinnawy is an Internet marketing manager at Acquisio who creates kick-ass web copy, landing pages that convert, and PowerPoint presentations that tell a story. Her passion for understanding today’s customer is a key driver to her analysis of industry trends and keeping up with the latest in PPC, voice of customer, analytics, and conversion optimization. She specializes in analyzing the PPC customer’s journey and optimizing that experience. She blogs about PPC and conversion for Acquisio and other industry blogs. In her previous role, Noran was a frequent contributor to the iPerceptions blog on topics of voice of customer and analytics. She recently completed a master certification in conversion optimization with Market Motive and is now helping new conversion candidates with their coursework and assignments. When Noran is not online, she is either traveling or diving with sharks in the Red Sea. @noranshinnawy

Steve Espinosa VP of Innovation eLocal Listing, LLC

Steve Espinosa brings years of experience in Internet search, web product development, product development, multimedia, and SEO to eLocal Listing. He was responsible for developing the iZone product, the precursor to eLocal Listing’s current product offering.

Based on his knowledge of SEO, video production, design, and marketing, eLocal has become a premier supplier of successful SEO and universal search optimization services to small businesses. He has consummated several major web development contracts for large companies, such as Honda and Bridal Networks.

Liana Evans

Director of Social Media Serengeti Communications Since 1999, Liana “Li” Evans has been fully active in search marketing, becoming well-versed in all avenues of social media and search marketing. Li runs the Search Marketing Gurus blog and is the social media director for Serengeti Communications, a Washington, DC–based online marketing firm that focuses on building social media strategies for companies and training companies to bring online marketing in-house. Li has led the SEO strategy for an Internet Retailer 500 company and was the SEO and social media architect for a Fortune 500 multimillion-page entertainment website. As a database designer and programmer since 1992, she has developed technical expertise in dealing with large-scale retail sites. Li speaks on and teaches about social media and SEO at Search Engine Strategies and other industry conferences. She is currently writing a book about social media marketing for Pearson Education. @storyspinner

Allison Fabella

SEO & Social Media Manager The Atlanta Journal-Constitution Allison Fabella directs all strategic and tactical SEO and social media initiatives for the Southeast’s largest newspaper, The Atlanta Journal-Constitution (plus AccessAtlanta, AJCHomefinder, AJCExchange, and others). She also serves as the AJC’s SEO and social evangelist, holding training courses for the paper’s vital personnel, including editorial, IT, design, and management. Allison began her

search career at search marketing agency Prominent Placement in Atlanta. She then migrated to publishing company Primedia, where she managed SEO for several well-known sites. Having done search on the agency side and in-house, Allison offers a well-rounded perspective of search marketing. Allison is a founding member of Atlanta SEMPO and serves as its VP of programming. She has spoken at Search Engine Strategies and PubCon, was featured in Bruce Clay’s popular Six Questions series, and was named one the most influential women in search in 2009. @alli12

Tracy Falke

Social Media Specialist Freestyle Interactive Tracy Falke runs content, SEO, SEM, and social media for Freestyle Interactive, one of the largest, full-service creative digital agencies in the U.K. She also works with its art directors to conceive, execute, and manage CRM and social CRM campaigns (and sometimes even invent technical solutions, though she can’t code!). Freestyle provides strategic planning, creative design, and technical build across a full range of digital services, including websites, e-mail marketing, SEM, online advertising, mobile marketing, social media marketing, and online PR, DVD/CD ROM and digital asset management. Freestyle Interactive’s clients include TNT, Lloyds TSB, Virgin Active, Amtico, Baxi, Land Rover, Arriva Buses, City University London, Alstom, Thales, Marstons, Volvo Cars, and Olympic gold medalist Rebecca Adlington.

Sally Falkow President PRESSfeed

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

Read her blog at http://falkow.blogsite.com. PR News named Sally PR Trainer of the Year for 2009. @sallyfalkow

John Federman

President & CEO Searchandise Commerce John Federman is responsible for Searchandise Commerce’s strategic direction, growth, and corporate vision. John brings more than 20 years of experience with innovative information technology and media companies to the company. Prior to joining Searchandise Commerce, he was the CEO of eStara, leading provider of proactive conversion solutions for enhancing e-commerce. After quadrupling top-line revenue, eStara was acquired by Art Technology Group (ATG) in 2006. As co-founder, president, and CEO of Dotomi, an Internet advertising company, John was responsible for the company’s successful rollout in the U.S. Previous to that, he was with Newmediary as CEO and sold that company to CNET Networks.

As president and CEO of AdSmart, a CMGI company, he grew the company tenfold and orchestrated its sale to Engage. John’s career began at Ziff Davis Publishing, where he held a number of positions, ultimately serving as publisher of PC Week, the world’s number one trade journal.

SearchEngineStrategies.com § SES

101

Speaker Bios

Noran El-Shinnawy

Jeff Ferguson

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

Bobby Figueroa

VP of Product Development Yahoo!

Currently VP of product development, Bobby Figueroa leads a team of engineers, product managers, and user experience experts in charge of delivering the next-generation brand advertising experience in the areas of video, mobile, social, and search. Prior to Yahoo, Bobby was the head of product marketing for Google’s search and display advertising products, where he helped drive development and commercialization of new advertising products and features. Before Google, he was the director of global product management and product planning at Microsoft and was responsible for product management for multiple online services, including Local Search, Virtual Earth, Mobile Search, Instant Messenger, and Hotmail. Bobby also spent time at Procter & Gamble, where he introduced new products and delivered breakthrough line extension introductions. He holds a B.S. in electronics and telecommunications from the Instituto Tecnologico y de Estudios Superiores de Monterrey (ITESM) and an MBA from Harvard Business School.

Rand Fishkin CEO SEOmoz.org

Rand Fishkin is the CEO and co-founder of SEOmoz, a leader in SEO tools, resources, and community. In 2009, he co-authored the Art of SEO from O’Reilly Media and was named among the 30 Best Young Tech Entrepreneurs Under 30 by BusinessWeek. Rand has been written about it in the Seattle Times, Newsweek, and the New York Times, among others and has keynoted conferences on search around the world. He’s particularly passionate about the SEOmoz blog, read by tens of thousands of search professionals each day. In his minuscule spare time, Rand enjoys the company of his amazing wife, Geraldine. @randfish

Paul Flannigan

Speaker Bios

Director of Sports Microsoft Advertising Paul Flannigan is the director of sports for Microsoft Advertising.

He is responsible for managing Microsoft’s partnership with FOX Sports and generating online sports revenue by working closely with the FOX Sports and Microsoft advertising sales teams. FOX Sports has been America’s top-rated network for sports for 13 consecutive years. It broadcasts Major League Baseball, including the All-Star Game; alternating League Championship Series and World Series; the National Football League’s NFC package, including the NFC Championship Game and alternating Super Bowls; and NASCAR’s Sprint Cup racing from February through May, including the Daytona 500. Previously at Microsoft, Paul was the south

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district sales manager (Atlanta), leading a team of 10 salespeople, and was a senior account executive (New York City) specializing in retail and search clients. Paul is in his 10th year with Microsoft.

BJ Fogg

Director, Persuasive Technology Lab Stanford University B. J. Fogg directs the persuasive technology lab at Stanford University. A psychologist and innovator, he devotes half of his time to industry projects. His work empowers people to think clearly about the psychology of persuasion, and then to convert those insights into real-world outcomes. B. J. has created a new model of human behavior change, which guides research and design. Drawing on these principles, his students created Facebook apps that motivated over 16 million user installations in 10 weeks. He is the author of Persuasive Technology: Using Computers to Change What We Think and Do, a book that explains how computers can motivate and influence people. B. J. is also the coeditor of Mobile Persuasion and Texting 4 Health. His upcoming book is entitled The Psychology of Facebook. Fortune Magazine selected him as a “new guru you should know.”

Mathijs Gajentaan 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 Nestlé, KPN Telecom, and WPP.

Yaron Galai CEO Outbrain

Yaron Galai is the co-founder and CEO of Outbrain. Prior to founding Outbrain, Yaron was co-founder and SVP of Quigo Inc., a provider of performance-based marketing solutions for advertisers and premium publishers. He served as the CEO of Quigo for three years, which was acquired by AOL in December 2007. Previously, Yaron was co-founder and VP business development at Ad4ever, a developer of rich-media advertising technologies for the web, which was later acquired by Atlas (a division of aQuantive). Earlier, he was the founder of NetWorks Web Design, an SEO and web design firm. At NetWorks he oversaw the production and SEO of over 30 websites. Yaron studied industrial design at the Holon Technological Institute and is a Major (reserve) officer in the Israel Navy.

Brad Geddes Founder bgTheory.com

Brad Geddes is the author of Advanced Google AdWords, the most advanced book ever written about AdWords. Brad is one of the first Google Advertising Professionals and Microsoft adExcellence members. He was the first advanced AdWords seminar leader and works directly with Google to conduct AdWords seminars. He has written extensively about Internet marketing for more than a decade. Brad is the founder of bgTheory.com, a company dedicated

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to consulting, educating, and training businesses on Internet marketing theory and best practices. He is also the creator of CertifiedKnowledge.org, an online training and PPC toolset. Brad has worked with companies that manage tens of thousands of small PPC accounts and other companies that spend millions on marketing each year. His experience ranges from owning his own agency to working for a boutique agency to managing programs that were official resellers of Google and Yahoo.

Maura Ginty

Senior Web Manager, Web Content Team Autodesk, Inc. Maura Ginty joined Autodesk with 12 years of digital wordplay experience, establishing the company’s first centralized SEO program. She advises on social media, PPC, internal search, and online marketing efforts. Next on the horizon: leading the company’s third global search case study and testing the intersect of search and social. She went straight from Wellesley College to online media, combining technical and editorial roles at Jupitermedia, Lonely Planet, Symantec, and a small collection of strange nonprofits.

Jon Glick

VP, SEO & GM European Web Properties Become.com Jon Glick leads Become.com’s global SEO efforts and is the general manager of Become’s European web properties. He previously served as VP of product search and comparison shopping and was responsible for the development of Become.com’s comparison shopping service and product search technology. Prior to joining Become.com, Jon managed Internet search initiatives for Yahoo Search, including web crawling, indexing, and ranking. A noted authority on search engine design and ranking technology, he frequently speaks on search-related issues. He has presented at numerous conferences, including SMX, Search Engine Strategies (SES), Digital Life, Web Search University, and ISPcon. He has also presented as a guest lecturer at India’s National Institute of Technology. Jon received his MBA from Harvard Business School and holds a B.S. in computer aided mechanical design from Cornell University.

Harry Gold

Speaker Bios

CEO Overdrive Interactive Harry is the founder and CEO of Overdrive Interactive, an awardwinning search and social media marketing firm in Boston. Overdrive clients include such ROI-driven companies as Harley-Davidson, Dow Jones, John Hancock, AAA, Vistaprint, EMC, Progress Software, and Zipcar. Harry’s primary mission is to create innovative online marketing programs based on real-world success and to ensure that the marketing and technology best practices that drive those successes are continually incorporated into the methods of the agency. He is also on the forefront of Overdrive’s social media measurement technologies, which enable companies to measure actual leads, revenue, and ROI from their social media programs.

Harry is a frequent lecturer on SEM and social media for the American Marketing Association, the New England Direct Marketing Association, Search Engine Strategies, University of Massachusetts, Boston University, and Harvard University. He is also an Expert columnist for ClickZ.

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Adam Goldberg

Chief Innovation Officer ClearSaleing Adam serves as ClearSaleing’s chief innovation officer and is one of the interactive advertising industry’s leading authorities on attribution management. Prior to ClearSaleing, Adam worked at Google, where he was hired to start its first inside sales team in 2003. While at Google, Adam helped build the inside sales team into a $500 million a year organization. He also created Google’s proprietary B2B search engine to help his sales team identify prospects and to help Google better understand its customer base. @adamsgoldberg

Andrew Goodman President Page Zero Media

Andrew 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 and a variety of custom digital marketing programs. Clients include Direct Energy, Canon, MIT, and BLR. Andrew is also co-founder of Traffick.com, an award-winning industry commentary site and author of Winning Results with Google AdWords. He is frequently quoted in the business press. He has spoken or moderated at countless SES events since 2002, and in recent years he has acted as program chair for the SES Toronto conference. Andrew’s spare time eccentricities include rollerblading without kneepads and naming his Japanese maples. Also in his spare time, he cofounded HomeStars, a consumer review site with aspirations to become the TripAdvisor for home improvement. He lives in Toronto with his wife Carolyn. @andrew_goodman

Eli Goodman

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

Michael Gray

Owner Atlas Web Service In 1998, the company Michael Gray was working for said, “You’re in management, you understand sales, and you seem to know a little something about computers, so we’re going to put you in charge of our new website starting Monday.” Michael took some classes and learned some programming. He soon discovered the problem:

Jeff Green

CEO & Founder The Trade Desk Jeff Green started his Internet career working for a small interactive agency, where he led media buying and trafficking and managed all vendor relationships. Afterward, he founded a CPA network, eBound Strategies, whose technology was designed by Jeff. The company was acquired by Nami Media in 2003. Jeff worked for Nami Media as the VP of operations and subsequently left to found AdECN, the first exchange for online advertising. Jeff is considered one of the few pioneers of the ad exchange. As COO and founder of AdECN, he led all strategy, product, and business development. He is a thought leader in real-time bidding technology. At Microsoft, Jeff oversaw the AdECN exchange business, ran all reseller and channel partner business, and advised the all-up strategy for the online services division. In October 2009, Jeff left Microsoft and AdECN to found The Trade Desk.

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 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 chair of the Search Engine Strategies advisory board. In March 2010, he was elected to SEMPO‘s board of directors. @mikegrehan

Allen Hammock

Director of Technical Sales LookSmart Ltd.

Allen Hammock, a 15-year veteran of the online advertising industry, has served LookSmart in various sales, marketing, and technical roles since 2004. In his current position as director of technical sales, Allen acts as an educator and evangelist for the company, teaching customers and partners about LookSmart’s unique approach to search advertising. Allen is an active public speaker and has published numerous blog posts and articles on performance marketing. @brainvat

Kristjan Mar Hauksson

Founder & Director of Search & Online Comm Nordic eMarketing Kristjan Mar Hauksson is the founder and director of search and online communications at Nordic eMarketing. The company specializes in multilingual online communications, organic SEO,

and marketing in several verticals, such as tourism, finance, government, and pharmaceuticals. Nordic eMarketing helps companies gain international visibility online and use the Internet as a communication channel. It also provides consultation in web content management systems and analytics solutions. Kristjan is on SEMPO’s board of directors, is founder of the Iceland SEO/SEM forum, and is a published author on Internet marketing. He has been involved in developing Internet solutions since 1996, and involved in search engine optimization and marketing since 1999. Kristjan studied electrical engineering at Reykjavik Technical College in Iceland and has a degree in systems analysis from the Computer and Engineering Schools of Iceland and an Internet marketing degree from the University of British Columbia.

Jeffrey Hayzlett

Celebrity CMO & bestselling author Former Kodak CMO As former CMO and VP, Eastman Kodak Company, Jeffrey Hayzlett was responsible for the company’s worldwide marketing operations, including the design and implementation of all marketing strategies, investments, policies, and processes. He was also responsible for the company’s corporate communications, public relations, and public affairs organizations. Kodak’s board of directors elected him a corporate vice president in October 2007.

Jeffrey speaks frequently around the world on business growth, communications, and marketing, including keynotes at events such as The Economist Marketing Summit and the Digital Life Design Conference. He is cited as a leading marketing expert in numerous publications worldwide and is a frequent television guest and commentator. Jeffrey is known as the Celebrity CMO for his work at Kodak. A much sought-after speaker, Jeffrey was named BtoB Marketer of the Year by BtoB Magazine in 2009 and has received numerous business awards and honors. @jeffreyhayzlett

Simon Heseltine

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

Jeff Hirsch

CEO Audience Science Jeff Hirsch is responsible for developing AudienceScience’s overall strategy and steering the company in its leadership position in the space. The online media pioneer has successfully built media companies while establishing a reputation as an Internet guru. Jeff has been instrumental in assembling and guiding one of the strongest management teams in the industry with deep domain expertise in technology, data, and media. A sought-after advocate of online marketing, Jeff travels the world espousing online marketing’s virtually unlimited potential for growth and prosperity and of AudienceScience’s esteemed position within the ecosystem.

Prior to AudienceScience, Jeff was SVP of business development for ValueClick, where he built and strengthened the company’s cross-divisional publisher relationships. He joined ValueClick from Fastclick, where he served as chief revenue officer for over four SearchEngineStrategies.com § SES

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Speaker Bios

his company was paying $10,000 a month for someone else to host its shopping cart, it had less than 1,000 visitors a month, and it was making less $10,000 in gross revenue. Michael rewrote the shopping cart and set it up with an in-house Linux box. A few years later, after several design revisions and even more programming revisions, the company was averaging 30,000 to 50,000 unique visitors a day, with yearly revenues in excess of $25 million. Michael currently works on his own affiliate marketing projects and client work. @graywolf

years. While at Fastclick, Jeff was instrumental in building and establishing the company as a premier Internet advertising network business.

Eleanor Hong Lead Editor, SEO ABCNews.com

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

Bill Hunt

President Back Azimuth Consulting Bill is the president of Back Azimuth Consulting, which focuses on helping companies understand their customers’ voice by aggregating various digital signals into actionable insights and messages.

Bill is considered the top thought leader on global search engine marketing and social media and is an internationally recognized search marketing speaker at conferences in over 30 countries.

Press, industry analysts, and corporate leaders frequently seek Bill’s advice to effectively leverage enterprise and global search marketing and social media strategy. Bill has previously been the CEO of two of the largest global search marketing firms, Global Strategies and Outrider, both of which were acquired by WPP. Bill is the co-author of the best-selling book Search Engine Marketing Inc. and is on the SES Advisory Board. He writes a popular blog on search and social media marketing at http://www.whunt.com and a column for Search Engine Watch on International Search Marketing. @billhunt

Motoko Hunt

Speaker Bios

Founder, Japanese Search Marketing Strategist AJPR LLC Since Motoko Hunt established AJPR in 1998, she has been providing online marketing services targeting Asia to companies from around the world, helping them enter the Far East market with the Internet. Her search marketing consulting services and her extensive knowledge of Asian markets have been highly valued and made a big impact on some popular multinational brands’ search marketing campaigns. Motoko has published a number of articles on industry websites and in print media, such as Multilingual Computing and International Journal of Localization. She writes about the Japanese online market on her blog and Multilingual-Search.com. She is a frequent speaker at search marketing conferences globally and teaches workshops about search marketing targeting Asia. Prior to entering the online marketing industry in the mid ’90s, she worked as a senior marketing manager at a traditional marketing and trading firm, marketing U.S. products to Japanese government and heavy industries. @motokohunt

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Patricia Hursh

President SmartSearch Marketing Patricia Hursh, president and founder of Boulder, CO–based SmartSearch Marketing, is a pioneer of electronic marketing.

Patricia has been using technology to improve marketing and communications for more than a decade. She began working in the search marketing arena in 1997. She writes columns for ClickZ and Search Engine Land and regularly serves as a speaker and subject matter expert at industry events in the U.S. and internationally, such as ad:tech, BMA, Search Engine Strategies, and DMA conferences.

She frequently authors search articles and is often interviewed for industry publications. As an educator, Patricia has led numerous seminars and workshops and recently authored several courses for SEMPO’s fundamentals of search marketing program.

Mark Jackson

Search Engine Watch Expert President & CEO, VIZION Interactive Mark Jackson joined the interactive marketing fray in early 2000.

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

David Jacobs

Senior VP of Publisher Services Ad.com As SVP of publisher services, Dave Jacobs oversees the continued growth of third-party publisher partnerships with AOL Advertising’s industry-leading network, Advertising.com. Dave has led a number of different teams since joining Advertising.com in 2000.

While heading up strategy and business development, he led AOL’s acquisition of Lightningcast; he also played a key role in the creation of Advertising.com Japan, a joint venture with the Japanese firm Mitsui, in December 2006. Prior to joining Advertising.com, Dave spent eight years at Arthur Andersen, ultimately serving as senior consulting manager, spearheading a variety of national strategy and operational consulting engagements. Dave holds a B.S. in business administration with a concentration in accounting from Pennsylvania State University. When he is not cheering on Penn State football, Dave enjoys spending time outdoors with his family.

Greg Jarboe

President & Co-founder SEO-PR Greg Jarboe is the president and co-founder of SEO-PR, which provides SEO, public relations, social media, and video marketing services. Founded in 2003, SEO-PR has offices in San Francisco and Concord, Mass. Greg is the author of YouTube and Video Marketing: An Hour a Day. He is also one of the 25 successful

Meet the team ClickZ journalists look beyond the headlines to provide in-depth and comprehensive coverage of the latest marketing trends.

Mike Grehan, VP Global Content

Christopher Heine, Staff Writer

A recognized search marketing expert, Mike oversees the content direction of ClickZ.com. He came online in 1995 and is the author of numerous books and white papers on the subject. In March 2010, he was elected to SEMPO’s board of directors. @mikegrehan

His beats include social media, sports/entertainment marketing, retail, CPGs, and e-mail. Chris has been covering digital marketing since graduating from the University of Nebraska-Lincoln in 1999. @ChrisClickZ

Anna Maria Virzi, Executive Editor

Jack Marshall, Staff Writer

Anna Maria, a former daily newspaper editor, saw the handwriting on the wall back in 1996 for offline media and started covering Internet business and technology for a trade mag. She hasn’t looked back since. @AnnaMariaVirzi

Jack heads up the Stats section of ClickZ and writes for the news section. His beats include mobile marketing, display and video advertising, social and viral media, as well as industry developments in the U.K. and Europe. @JackMarshall

Zach Rodgers, Managing Editor

Adaline Lau, Asia Desk Editor

Zach directs ClickZ’s coverage of breaking news and trends in digital advertising. With 10 years’ experience covering online media, his work has appeared in publications such as ClickZ, Channel Seven, Wireless Ad Watch, and TurboAds. @zachrodgers

Adaline is responsible for overseeing the Asia bureau’s daily operations based in Hong Kong. Her role is to provide up-to-date insights and best practices in digital marketing with the goal to build a voice for digital marketers in the region. @adalinelau

Kate Kaye, Senior News Editor

Caitlin Rossman, Copy Editor

Kate has reported on the online ad industry for 10 years. She also created ClickZ’s Politics & Advocacy section and is its primary contributor. @LowbrowKate

Caitlin coordinates ClickZ Experts columns and provides editing for ClickZ News and Stats stories, as well as SES Magazine. @caitieclaire

online marketing gurus profiled in Michael Miller’s Online Marketing Heroes: Interviews with 25 Successful Online Marketing Gurus.

He is a correspondent for Search Engine Watch and a frequent speaker at SES conferences. The audience of the International Search Summit voted him as its first Medallion Speaker. Greg is a member of the Rutgers faculty for the Mini-MBA: Digital Marketing program as well as the Market Motive faculty. He is also a principal in the ChannelOne Marketing Group. @gregjarboe

Kavita Jhunjhunwala Director Web Spiders India

Kavita Jhunjhunwala is marketing director for Web Spiders India, a multifaceted technology company that in the last decade has grown to include such services as design, tech, digital marketing, and mobile solutions. Web Spiders’ associate company, Pi Social Media, has become the back office for leading brands and online marketing companies. Web Spiders operates in San Francisco; New York; Birmingham, U.K.; and Singapore. With in-depth knowledge of international business, Kavita also brings on board in-depth knowledge of how to work in the Asian subcontinent, specially India. @write2kavita

Kristopher Jones President & CEO KBJ Interactive

Kristopher B. Jones is well-known throughout the search engine and affiliate marketing community as a true pioneer in and leading voice of trends and strategies for effective online marketing. The accomplished best-selling author of Search Engine Optimization: Your Visual Blueprint for Effective Internet Marketing, Kristopher is the former president of Pepperjam Network, a next-generation affiliate network he founded in 1999. Under Kris’ leadership, Pepperjam was a three-time Inc. Magazine fastest-growing company. The company was recently acquired by GSI Commerce.

Kristopher was recognized in 2005 as an Entrepreneur of the Year

by Bank of America and as one of the Top 20 Business Leaders in Northeastern Pennsylvania under the age of 40. Kristopher previously worked as a senior staff member to Congressman Paul E. Kanjorski (PA-11) and is a frequent speaker at conferences, including Search Engine Strategies (SES), eTail, ERA, and Affiliate Summit. @pepperjamceo

Aaron Kahlow

Speaker Bios

Chairman & Founder Online Marketing Summit Aaron Kahlow serves as chairman and founder of the Online Marketing Summit and its educational arm, the Online Marketing Institute. Having delivered hundreds of keynote speeches and seminars nationwide, he is one of the more well-known faces in the online marketing and advertising space. Aaron is considered a leading online marketing educator and can translate online marketing technology jargon into simple marketing and business terms.

He is a recognized authority on social media, e-mail marketing, website usability, SEO, web analytics, and overall web strategy.

He was named one of the top 40 entrepreneurs under the age of 40

by Metropolitan Magazine in 2006 and served on the international board of directors for the Business Marketers Association. Aaron’s passion is people: connecting with them, understanding them, and helping them. He encourages such connections on LinkedIn or, preferably, Facebook. @omconnect

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Brian Kaminski COO iProspect

Brian Kaminski is responsible for overseeing the ongoing development of iProspect’s client service and campaign management process, as well as all the proprietary technologies used to support those efforts. IProspect’s client-facing, algorithmic search, paid search, and technology teams report to Brian. Since joining iProspect in 2000, Brian has contributed significantly to the firm’s growth. He began as a campaign analyst, then became a client services manager, then client services director, and most recently EVP, managing director for iProspect’s San Francisco office. In his EVP role, he founded and led iProspect’s expansion to the West Coast office and was responsible for overseeing all activities for West Coast clients. Brian has led the activities of client-facing search teams as well as the strategic direction of each campaign, working with clients such as Allegis Group, Archstone Smith, FileMaker, Sundance Catalog, Vegas.com, and Xerox.

Kate Kaye Senior Editor ClickZ.com

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

Anne Kennedy

International Search Strategist Beyond Ink USA Anne covers fast-changing Internet trends, such as “Is Facebook a Global Player?” published in January 2010 by Search Engine Marketing Journal. She guest-blogs for Microsoft and speaks at marketing events worldwide on search marketing, predicting it will be viral, visual, and mobile. She served as technical editor for When Search Meets Usability by noted author Shari Thurow, published in 2009. Beyond Ink is based in two Portlands: Maine and Oregon, and is 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 in1997 to bring sound principles of marketing to online media and has provided SEM consulting to hundreds of companies, including Hearst Newspapers, Philips Lifeline, and Dunkin Donuts and has launched dot-coms Zillow, Avvo, JibJab, and AmericanTowns online. @annekennedy

Topher Kohan SEO Manager CNN

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

interactive media design with an emphasis on SEO/SEM. Before working in the SEO world, he was a lighting designer/tour manager/ production manager for various entertainment companies and touring groups.

Jessica Kornacki

capital investments in clean-fuel startups. He also worked as a financial marketing analyst for Del Monte shortly out of college. He holds a B.A. in business administration with an emphasis in marketing from Brigham Young University.

Rob Leathern

CEO VP of Marketing Endless Vacation Rentals by Wyndham Worldwide XA.net

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

Adaline Lau Asia Editor ClickZ.com

Adaline Lau, ClickZ Asia editor, oversees day-to-day editorial operations covering digital marketing in the region, including search, social media, mobile, and analytics. Before ClickZ, she was senior reporter at Marketing Magazine and has worked as a journalist for The Singapore Marketer and Asia Pacific Broadcasting.

Aaron Lauper

adCenter Product Team Microsoft Advertising

Aaron Lauper has worked for three years as a search account manager for Microsoft’s premium segment, being responsible for a $3.5 million portfolio of clients and working across many of the top agencies, including Efficient Frontier and MediaCom. Late last year, Aaron transitioned to a new role with the adCenter product team to help with the external documentation of new features and flights being released on the search platform each month. Before coming to Microsoft, Aaron worked as a research lead at Epic Ventures, a Draper-Fisher-Jurvetson partner, focusing on venture

Rob founded XA.net in 2008. Recognized as an expert in online advertising and e-commerce, he has built scalable technologybased media businesses and advised Fortune 500 companies and startup firms on their online revenue-generating strategies. Rob was previously COO for Consorte Media, an online advertising company focused on the Hispanic market. Before that, he was VP of business development for Root Markets and general manager of advertising at LinkedIn. Before LinkedIn, Rob was at NexTag, where he built up NexTag’s display advertising lead generation and media business. He led the creation of the firm’s advertising server systems, yield management, media buying, and creative creation tools, enabling the automation of media buying and management.

Rob began his professional career as an investment banking analyst in New York with ING Barings/Furman Selz and joined Jupiter Communications in 1999 as an e-commerce research analyst.

Kevin Lee

Co-founder & Executive Chairman Didit Kevin Lee has been an acknowledged SEM expert since 1995.

Kevin translates his years of SEM expertise into Didit’s proprietary Maestro search campaign technology. Didit’s unparalleled results, custom strategies, and client growth have earned the company recognition in the 2007 Inc. 500 (no. 137), as well as a number three position on Deloitte’s “Fast 50” (NY region). Kevin’s ClickZ column, “Paid Search Strategies,” is read by thousands.

His industry leadership includes being a founding board member of SEMPO and its first elected chairman, being a member of the DMA SEM council, and being on the IAB search committee. The Wall Street Journal, Business Week, New York Times, CNET, USA Today, San Jose Mercury News, and others quote Kevin regularly.

He lectures at leading industry conferences, plus at New York, Columbia, Fordham, and Pace universities. Kevin earned his MBA from Yale School of Management in 1992 and lives in Manhattan. @kevin_lee_qed

Pavan Lee (Peiwen Li) Senior Research Manager Microsoft

Pavan Lee is a senior research manager at Microsoft, where she leads global research on mobile advertising. Prior to joining the mobile team, Pavan was leading research on SEM and emerging technology at Microsoft. She started her career at JWT/MindShare Shanghai, where she managed media planning for DeBeers, Kellogg, and Disney for the entire China market. Since then, she has worked in market research and strategic planning at both traditional and interactive agencies in China and the U.S. Pavan holds a B.A. in English and an MA in communication arts. At the age of 21, Pavan became the youngest advanced English-Chinese interpreter certified by the Chinese government and is currently on the roster of the United Nations Public Information Officer.

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Jessica Kornacki is VP of Endless Vacation Rentals by Wyndham Worldwide, part of the Wyndham Worldwide family of brands. One of the world’s largest global marketers of vacation rental properties, it has more than 200,000 accommodations worldwide. Jessica is responsible for developing the Endless Vacation Rentals brand identity; establishing strategy for consumer direct online channels, including EVRentals.com; overseeing advertising and public relations; building strategic marketing alliances; and directing all other marketing initiatives for the brand. Before joining the company in 2006, Jessica served as senior director of e-strategy at Marriott Vacation Club Intl., where she led the customer acquisition strategy via e-channels globally for the vacation ownership division. Over her career, Jessica has held key management roles within consumer goods and hospitality industries, including director of e-business for ACCO Brands and director of Internet Marketing at Hyatt Hotels Corp.

Rich Lesperance

Director of Online Marketing Walgreens

Partner Nine by Blue

Rich Lesperance leads online marketing for Walgreens, which has grown into one of the strongest retail networks in the country. It has opened over 7,100 stores since the first store opened in 1901.

After Walgreens launched its first e-commerce division in 2009, Rich was hired to modernize its online and multichannel marketing capabilities by defining its marketing strategy and launching new digital channels. Prior to Walgreens, Rich was the senior executive at CircuitCity.com responsible for the online customer experience, where he launched its social media strategy and drove customer satisfaction scores to a record high. Before Circuit City, he led various direct marketing and merchandising teams at Dell for over seven years, including its flagship U.S. consumer notebook business. Rich has an MBA from the University of Michigan and a B.A. from Northwestern. In his free time, he loves music, home improvement, and chasing after his three small children.

With an eye for the big picture and a history in optimizing enterprise properties for online visibility, Laura has focused on search and social strategy for some of the top brands on the Internet. Laura is a partner in the Google-, Yahoo-, and Microsoft-pioneered search acquisition consultancy Nine By Blue and was formerly the technical marketing director for Yahoo Media. Laura’s web development background lends a unique technical balance to her perspective on Internet marketing, bridging gaps between marketing and development teams to provide a comprehensive solution to online visibility. @lauralippay

Arnel Leyva

Described as a fast-talking, fiery redhead, Heather Lloyd-Martin is a 20-year marketing veteran and recognized author and is considered a pioneer of SEO copywriting. A first-generation search marketing expert, she splits her life between watching the search engines dance and pinpointing the exact direct response copywriting strategies that make people buy. For over 10 years, Heather’s firm, SuccessWorks, has been training corporate in-house SEO copywriters and creating revenue-driving website content campaigns.

SuccessWorks’ client base includes companies of all sizes, including Fortune 500 retailers, search engines, publishers, financial services, and travel destination sites. Additionally, freelance online writers and small business owners consider her book, Successful Search Engine Copywriting, their go-to resource for everything SEO copywriting. Heather serves on the board of American Writers and Artists Inc., is an advisory board member of SEMpdx, and serves on the PubCon conference advisory board. @heatherlloyd

Director, Product Marketing Covario

Arnel Leyva is responsible for defining and implementing the product strategy for Covario’s Deployment Solutions product line.

He is a seasoned Internet veteran with nine years in online advertising and marketing technologies. A major theme of his career has been coming into organizations and devising growth strategies for category-defining products at their midstage. Arnel started his software career with Aldus PageMaker, the application that originated desktop publishing. Later he worked for Adobe Systems as the international project manager for Acrobat, the application that defined cross-platform publishing. Since then, he has held seniorlevel positions combining product management and marketing with Overture (Yahoo/Microsoft), the originator of SEM; Citysearch (IAC), the largest online local directory; and Efficient Frontier, which pioneered the application of modern portfolio theory to SEM.

Michael Liebhold

Senior Researcher, Distinguished Fellow Institute for the Future

Speaker Bios

Laura Lippay

Mike Liebhold is a distinguished fellow focusing on the mobile web, abundant computation, immersive media, and geospatial foundations for context-aware, ubiquitous computing. Previously, Mike was a visiting researcher, Intel Labs, working on a pattern language based on semantic web frameworks for ubiquitous computing. In the late 1990s Mike worked on startups, building large-scale international public IT services and IP networks, an IT architecture for schools in China, and satellite networks around the world. He was a principal investigator for a National Science Foundation project that brought Internet2 broadband IP networks to rural, low-income communities in the United States. Before that, Mike was a senior consulting architect at Netscape Communications and a founding member of Netscape’s Strategic Investors board. Previously, Mike was VP, CTO for Times Mirror Publishing. For ten years prior, he was senior scientist for Apple Computer, researching and developing media technologies, geospatial information systems, and highspeed communications. @mikeliebhold

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Heather Lloyd-Martin CEO SuccessWorks

Khris Loux

CEO & Co-founder Echo Khris is CEO and co-founder of Echo, a real-time commenting engine for large publishers. He lives in the San Francisco and is a kiteboarding/windsurfing fanatic.

Heather Lutze CEO & Co-founder Findability Group

Heather is a nationally recognized speaker, trainer, and consultant in search engine placement, PPC, SEO, and social media marketing. Heather’s speaking engagements are conducted in the same irreverent style of her book, The Findability Formula, delivering equal parts good information and good entertainment to audiences nationwide. Yahoo Search Marketing trusted her to train their advertisers for more than two years, and she is currently a lead presenter at the Pay Per Click Summit nationwide. Heather is a sought-after consultant who has owned Findability Group for the past 10 years.

She is also a senior editor for the Search Engine Marketing Journal (SEMJ) and a columnist for Website Magazine.

Speaker Bios SearchEngineStrategies.com ยง SES

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Rachael Luxemburg

Group Manager of Community Adobe As group manager, community, for Adobe, Rachel oversees the team responsible for Adobe’s community programs worldwide, including the Adobe User Groups, Adobe Community Professionals, Adobe Community Champions, and the Flash Camp program.

She holds a B.A. from Vassar College and an MBA from the University of San Francisco.

Andrew Lyons

Commercial Director UltraKnowledge Andrew is an entrepreneur with a healthy disrespect for the impossible and a creative mind that never turns off. With over a decade of experience building and launching innovative software products, he is currently co-founder and commercial director of Ultra Knowledge, an award-winning team of creatives and technologists who are disrupting the way publishers and brands exploit online content through their proprietary platform, which automates turning information into revenue.

Jeff MacGurn

Senior Manager, SEO Services Covario

Jeff MacGurn is senior manager of search at Covario, bringing more than a decade of software development and web development experience to the company. He manages Covario’s SEO team, which provides strategic services for clients. Clients include more than 60 Fortune 500 and Internet 100 companies. Jeff began working in SEO in 2000 in the financial industry. He has worked on web programming and development for such companies as NBC, UFC, and the NBA. As a member of Covario’s SEO team, Jeff has worked with a variety of Fortune 500 companies, managing online marketing programs such as Wells Fargo, Sony, Samsung, T-Mobile, and Research in Motion.

Paul Madden

Owner Crea8 New Media Paul Madden is a U.K.-based search engine optimizer and entrepreneur and has been making a living online for the past 10 years.

More commonly known as SEOidiot, Paul specializes 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

Speaker Bios

Nitin Mangtani

Senior Product Manager Google Inc.

Nitin Mangtani is the senior product manager for Google Commerce Search. In his role, Nitin focuses on enterprise search strategy, product road map, and definition of Google Commerce Search. Prior to joining Google, Nitin was part of the BEA team for more than five years and founded the AquaLogic group. At BEA, Nitin was instrumental in defining and building the SOA product line. His areas of expertise include cloud computing, enterprise search, and XML.

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Russ Mann

Co-founder & CEO Covario Under Russ Mann’s leadership, Covario has grown a team of nearly 100 members globally and has expanded its client portfolio to include more than 50 Fortune 500 and Internet 1000 advertisers. For over two decades, Russ has been at the cutting edge of digital marketing, advanced analytics, and CRM technologies for enterprise-class organizations. Prior to cofounding Covario, Russ was part of the management teams that sold Peregrine Systems to Hewlett Packard, sold HNC Software to Fair Isaac, and took Homestore.com public. Russ earned an MBA from Harvard Business School and a B.A. in Asian studies from Cornell University, where he graduated magna cum laude. Russ is a frequent speaker at search industry events and is a sought-after commentator on the state of online marketing. He has been quoted in Advertising Age, Forbes, Investor’s Business Daily, MediaPost’s Online Media Daily, and The New York Times. @mktgmann

John Marshall CTO Market Motive

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

Michael Martin Owner Mobile Martin

Michael Martin is the owner of Mobile Martin, based in San Diego.

Michael graduated from the University of Massachusetts, Dartmouth, with a computer engineering degree and a minor in German.

He also attained a PMP certification from the Project Management Institute. In his 10-plus years of Internet marketing, he has managed projects and overseen online marketing improvements to such sites as SC Johnson, IGN, Avaya, Road Runner Sports, Deepak Chopra, Trump Properties, The Active Network, and Resource Nation, as well mobile marketing news at Mobile Martin. Michael is on the SEMPO Education Committee and has spoken at SES New York and Chicago, SMX Advanced East and West, Affiliate Summit East and West, WordCamp LA, the San Diego Google Technology User Group (GTUG), several PubCons, and the PMI Project Management Institute Annual Conference. @googleandblog

Debra Mastaler President Alliance-Link

Debra Mastaler is president of Alliance-Link, an interactive marketing agency based in northern Virginia that provides custom linkbuilding campaigns and link training. Debra offers a commonsense approach to link building by combining traditional sales and promotional strategies with effective online search engine marketing

Matt McGowan

Publisher & Head of U.S. Incisive Media Matt McGowan is responsible for Incisive Media’s U.S. operations, in addition to 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, Matt developed an e-business strategy for the multinational publishing house Pearson Plc. in San Francisco. 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 degree from Lafayette College in Easton, PA, and a master’s degree from the University of Oxford in the U.K. @matt_mcgowan

Justin Merickel

VP, Marketing & New Product Development Efficient Frontier Justin Merickel serves as Efficient Frontier’s VP of marketing and new product development and is responsible for corporate marketing and the company’s expansion into new business areas.

Prior to that, Justin served as managing director, category development, at Yahoo for almost five years. He focused on building revenue from performance marketers across both search and display advertising. Justin began his career at Yahoo in its search marketing division, leading sales and marketing efforts in the financial services category. Prior to joining Yahoo, Justin launched and led the financial services practice for Compete Inc., a web analytics and competitive intelligence company now part of TNS Media.

Before Compete, Justin spent seven years in interactive marketing and analytics consulting, which included founding an interactive marketing agency that was purchased by Arnold Communications in 1999. He began his career in advertising with McCann Erickson.

Justin earned a B.A. in mathematics from Hamilton College.

Jon Mette

Senior Strategist, Search Optimization & Strategy Yahoo!

As senior strategist of search optimization and strategy for Yahoo, Jon partners with the sales and account management teams, bringing in-depth, actionable insights that drive maximum performance from Yahoo’s search marketplace. Jon has over nine years of experience in the search industry and has held several influential positions within the sales and agency development organizations at Yahoo.

Melanie Mitchell SVP, Search Strategy Digitas

Melanie Mitchell is the SVP of search strategy at Digitas. She is responsible for managing the Digitas Search Engine Marketing Knowledge Center, which ensures industry trends, new strategies and tactics, and best practices are continuously shared.

Prior to this role, Melanie was VP of marketing at Folio Investments Inc., where she was responsible for all marketing and PR. She was also VP of SEO/SEM at AOL, where she developed strategy, processes, procedures, tracking technology, and reporting and managed the team tasked with driving traffic to AOL.com’s open web business via paid and organic search. And prior to that, she was a senior marketing manager at VeriSign/Network Solutions, where she managed direct response marketing campaigns through online, PPC, SEO, and strategic alliances for both Network Solutions and NameSecure.com.

David Moore

Chairman, IAB Chairman, 24/7 Real Media David Moore is chairman and founder of 24/7 Real Media Inc., a leading global digital marketing company. The company offers award-winning ad serving, targeting, tracking, and analytics platforms, along with powerful search marketing technology and a global network of websites. As chairman of 24/7 Real Media, David focuses on strengthening the company’s industry position, strategic relationships, recruitment, and business development. He also works closely with WPP Digital to support the development and implementation of WPP’s digital initiatives. David is a compelling speaker and seasoned executive with expertise in all facets of the digital advertising industry. He currently serves as chairman of the IAB and has been on the board since 2002. Throughout his career, he has held positions at such companies as Turner Broadcasting and Viacom. He cofounded Petry Interactive, which eventually became 24/7 Real Media.

Chuck Moran

Chief Marketing Officer BURST Chuck Moran is CMO at Burst Media, where he directs all aspects of corporate marketing operations. His organization oversees brand strategy, internal and external communications, digital strategy, creative development, and product management. Prior to his current role, Chuck built and managed Burst market research and analytics area. Before joining Burst, Chuck worked at Liberty Mutual Group and AT&T. He sits on a number of IAB committees and councils, including the Network and Exchanges Committee, Code of Conduct Working Group, and the Research Council. He has served as a judge for the MIXX awards. Chuck is a graduate of Connecticut College and the University of Rhode Island.

Michael Mothner Founder & CEO WPromote

Michael founded Wpromote from his dorm when he was an economics and computer science major at Dartmouth College in 2001. Wpromote has grown to become the number one ranked Integrated Marketing Firms Worldwide (TopSEOs.com) and a three-time Inc. 500 list member. Michael is a respected member of SearchEngineStrategies.com § SES

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Speaker Bios

tactics. Debra is a featured guest speaker at Search Engine Strategies. She is a guest columnist for Search Engine Land, Search Engine Guide, and Search Engine Journal; has written widely on link marketing; and is the link-building moderator on the SEOBook Community forum and the Small Business Ideas Forum. In addition to client projects and link training for Fortune 500 companies and a number of top international SEO firms, Debra has provided linktraining sessions for the Direct Marketing Association, High Ranking Seminars, and Search Engine Strategies. @debramastaler

the online marketing community. He is one of four annual invitees to the Google Client Forum and is a Yahoo Ambassador, a member of ThinkLA, a regular speaker at industry events, and a regularly quoted source in the SEM industry. Michael was featured as one of the 30 CEOs under 30 To Watch in 2007 by Inc. magazine was the recipient of the PricewaterhouseCoopers Entretech Award for Entrepreneurial Spirit in 2008. @mothner

Prior to metaio, Lisa worked at a variety of financial services and consulting firms, providing strategic, operational, and financial management consulting to companies in the financial, retail, and consumer products industries. Lisa holds a bachelor’s degree in business administration from University of California, Berkeley.

Bob Myhal

President MuscleMaster

Graham Mudd

VP, Search & Media comScore, Inc. Graham Mudd is VP of search and media at comScore, managing and developing client relationships with a number of prominent Internet companies in the search and media sectors. A highly experienced marketer and industry analyst, he spent eight years growing major technology brands. Graham has presented at numerous industry conferences, including iMedia Agency Summit, Search Engine Strategies, and the UBS Technology Conference.

Graham joined comScore in 2002 to lead the company’s marketing communications function. He spent two years reporting on major trends in Internet usage, including social networking and search. In 2004, Graham began managing client relationships with a number of blue-chip online retailers. He left comScore in 2005 to attend the Kellogg School of Management at Northwestern University, where he was elected co-chair of the Marketing Club, the school’s largest professional organization. After graduation, Graham joined the product marketing organization at Yahoo, focusing specifically on Yahoo Search.

Mark Munroe

Director of Search Audience MerchantCircle

Mark Munroe brings nearly a decade of SEO and product marketing experience to MerchantCircle, where he helps smaller merchants gain more exposure online. Leveraging MerchantCirle’s unique content to attract more consumers to more merchants is key to Mark’s strategy. Mark routinely speaks to MerchantCircle members at local events around the country, simplifying audience development science. He also maximizes link distribution and search monetization efforts and further develops MerchantCircle’s premium search products, Answers and Content Factory. Mark previously worked at MerchantCircle during the launch phase in 2005. In the interim, he spent time at RealTravel as director of product management, at Dealix as e-commerce product manager, and at Vayama. com as director of online marketing. He has also consulted on SEO programs for companies such as Wine.com, SideStep, and UsedCars.com. Mark holds an M.S. in computing management from Polytechnic University.

Lisa Murphy

Speaker Bios

Product Marketing Manager metaio, Inc. Lisa Murphy is the marketing manager at metaio, a leading augmented-reality technology provider. In her current endeavor, she leads the strategic direction, communication, and business development efforts for metaio North America, as well as metaio’s mobile augmented-reality platform, junaio. As one of the leading providers of professional cutting-edge augmented-reality software since 2003, metaio has produced WordWide’s first online campaign, the first adoption of AR in Live-Marketing, and the first fully integrated AR mobile application. With over 300 renown clients and partners, metaio serves various industries with its products and services.

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Bob cofounded MuscleMaster.com Inc. in 1998 and has served as its president since that time. He is a noted fitness expert and leading commentator on the current state of nutritional health and supplementation, and his innovative techniques and programs have helped thousands of people achieve their fitness goals. Bob also has extensive expertise in web development, content creation, and all facets of online marketing. His professional experience includes eight years of university teaching experience at Boston College, the Massachusetts School of Law, and the University of Connecticut.

Bob is a Phi Beta Kappa graduate of Skidmore College, with graduate degrees from Boston College and the University of Connecticut.

Jed Nahum

Director, Exchange & Channel Partners Microsoft Advertising Jed Nahum is director of exchange and channel partners at Microsoft Advertising. He is responsible for business strategy, policy, and product offerings for Microsoft’s ad exchange and channel partner businesses (Agency Trading Desks, Third Party Ad Networks, Publishers and SMB resellers). He leads the ECP product management, product-planning, and go-to-market teams out of Seattle.

Prior to his current role, Jed oversaw the acquisition and integration of AdECN into Microsoft’s online advertising platform. Earlier, he was in charge of product management for Microsoft’s adCenter advertising platform, where his team focused on product planning for search, contextual, and other platform improvements. Before working for Microsoft, Jed managed SEM at SmartBargains.com and spent four years in leadership roles in product management and finance at Amazon.com. Jed holds a B.A. in mathematics from Haverford College and an MBA in marketing from the Wharton School of the University of Pennsylvania.

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 provides marketing solutions for Fortune 500 companies as well as startups and small businesses. The company offers 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.

Prior to Marketess, Krista was the VP of marketing for technology startup Photrade.com, where she used branding, strategic marketing, technology, and social media to grow the business. She also worked at Procter and Gamble for five-plus 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.

Krista is an active blogger and social media enthusiast.

Speaker Bios SearchEngineStrategies.com ยง SES

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Lee Odden

CEO TopRank Online Marketing Lee Odden is CEO of TopRank Online Marketing, a digital marketing and PR firm specializing in strategic Internet marketing consulting, training, and implementation services. A veteran Internet marketer, Lee has consulted for clients such as HP, McKesson, Northwest Airlines, PRWeb, and PRSA. Lee is one of 25 online marketing experts featured in Online Marketing Heroes and has been cited for his search and social media marketing expertise

by The Economist, U.S. News, and Fortune Magazine. An active thought leader in search marketing, he contributes to such top industry publications as Mashable. A sought-after speaker, Lee conducts seminars for companies and regularly presents at Search Engine Strategies, WebmasterWorld PubCon, OMMA, and the Media Relations Summit. He is the chair of the DMA social media advisory council, a board member on the DMA SEM council, and a board advisor for Search Engine Strategies. @leeodden

Howard Ogden Founder Augment Reality

London-based web developer and creative technologist Howard Ogden founded Augment Reality in August 2009. His company has created some of the most interesting 3D experiences for the Layar Reality Browser. Previously, Howard specialized in web startups in the travel space.

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.

David Oksman

Speaker Bios

Senior E-commerce Manager Reebok Over the past three years, David Oksman has been instrumental in driving Reebok.com’s global success, including launching e-commerce in eight markets worldwide. Currently, he leads the U.S. business, where he is accountable for delivering profitable revenue growth through strategic direction for all core functions, including e-commerce marketing programs. Previous roles include leading cross-divisional search marketing activities and the creation of an online/cable on-demand video platform for GM as an account executive at Digitas. Prior to joining Digitas, David spent three years at Staples Inc., driving marketing campaigns through numerous online channels.

Nicole Pangis

SVP, Product Management 24/7 Real Media Nicolle Pangis, SVP, product management, is responsible for the overall health and growth of 24/7 Real Media’s global media and

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technology businesses. Nicolle works directly with the global team and partners to develop the overall product lines and strategic direction of the two divisions. Prior to her current role, she worked as the director of global deployment and business integration, responsible for all global projects and coordination of joint venture expansions, mainly in Asia. Nicolle worked briefly as an account executive before being promoted to director of strategic initiatives, North America, responsible for streamlining operations and workflow in the North American region. From 2001 to 2005, Nicolle was employed by Cadent Inc. as director of northeastern operations, responsible for all new business in the Northeast region. She began her career at 24/7 Real Media in an affiliate relations role and later moved to an account executive position.

Brent Payne SEO Director Tribune

An in-house SEO professional with more than seven years of experience, Brent has doubled Tribune’s visits from search engines since he joined the company in February 2008. With more than a million visits per day to Tribune’s network of websites, Brent drives traffic not only to Tribune’s newspaper sites (e.g., the L.A. Times, Chicago Tribune, and Baltimore Sun) but also to Tribune’s dozens of broadcast sites (e.g., KTLA, WGN, and WPIX).

He is a newspaper SEO authority with expertise in CMS challenges, duplicate content mitigation, page-rank funneling, Google News, and Google index rates. He has trained large editorial teams on SEO. @brentdpayne

Tobias Peggs General Manager OneRiot

Tobias Peggs is president of OneRiot, the leading real-time search engine and the first marketplace for advertising on the real-time web. He is responsible for the company’s sales, distribution, business development, and marketing/PR teams. He leads the company’s strategic relationships with partners such as Microsoft and Twitter. Prior to OneRiot, Tobias led strategic initiatives at Netdecisions, where he directed cross-functional teams in the U.S., U.K., and India. He has spent 10-plus years in consumer web and enterprise software industries. Tobias holds a PhD in search algorithms with an emphasis in genetic algorithms, classifier systems, and machine learning from Cardiff University, U.K. He also holds a First Class Honours bachelor’s degree in civil engineering from Loughborough University. Tobias is a well-known speaker, having presented at top technology and social media conferences, including O’Reilly Web 2.0 Expo, SXSW Interactive, LeWeb in Paris, Search Engine Strategies, and Search Marketing Expo. @tobiaspeggs

Kathleen Pitcher

Senior Manager, Acquisitions Marketing Pogo.com/Electronic Arts, Inc. Kathleen Pitcher is a senior marketing manager at Pogo.com, owned by Electronic Arts Inc. Kathleen oversees a team of marketing managers and is responsible for carrying out acquisition strategies across all of Pogo’s platforms, including Pogo.com.

In her role, she monitors the marketing landscape (paid search, natural search, online advertising, and DRTV) and guides successful strategies to lower acquisition costs, increase qualified traffic to all platforms, and ultimately help to increase Pogo’s monthly active players. Kathleen joined Pogo in 2008 as an SEO manager before

Diana Plazas

Director, Doubletree Online Marketing Hilton Worldwide Diana Plazas has been the director of online marketing for Doubletree Hotels at Hilton Worldwide since 2009. She leads the brand’s online strategy, working closely with the internal teams and agencies on search, display, website management and social media.

Previous to that, Diana managed SEM for the Hilton portfolio of brands since 2006, working on both organic and paid search initiatives for the Americas. Prior to joining Hilton, she led the search and online marketing efforts at PlasticSurgery.com.

Marc Poirier

Co-Founder & CMO Acquisio Marc Poirier is co-founder and CMO of Acquisio. He is a professional SEM expert with more than a decade of experience in the search industry. Prior to Acquisio, Marc was founder and president of Canalytics, a boutique SEM/SEO agency, regarded as one of the most active Google Analytics Authorized Consultants in the world today. Prior to Canalytics, he held various e-marketing management positions for technology and software companies, including Komunik, a relational marketing software vendor, and Cognicase, a leading Canadian IT consulting and systems integration firms. He was also a strategic consultant at U.S.-based marchFIRST. Marc began his entrepreneurial career by founding Webaxis Alliance in 1996 while completing his cognitive science Ph D studies. Webaxis Alliance was an interactive agency that worked on major Canadian websites, such as sympatico.ca and canada411.ca. Marc loves fishing and is an amateur walleye fisherman who shares his passion on his blog, http://marc.poirier.com.

Prashant Puri

Director of Acquisition Marketing BookRenter.com Prashant Puri has over eight years of online marketing experience and has successfully built numerous sites into multimillion unique visitor sites through SEO and SEM. Prashant is director of acquisition marketing at BookRenter.com, a leading textbook rental site.

Prior to BookRenter.com, he was head of global SEO for Shopping.com. He also served at Yahoo, where he worked on increasing monetization of display advertising inventory for Fortune 500 companies and cofounded AdLift.com, an SEO/SEM company based in India. Prior to Yahoo, Prashant led AT&T Interactive’s search marketing team, where he successfully leveraged niche SEO and marketing techniques to measurably increase traffic and drive the company to become the second-largest local search player in the United States. Prashant frequently speaks at industry events as an expert in search marketing. He earned a BTech in electronics from Bangalore University, India, and an M.S. in computer science from Columbia University, New York. @puriprashant

Stewart Quealy

Co-Chair, SES Advisory Board VP, Content Development, Incisive Media Stewart has been part of the Search Engine Strategies (SES) content team since 2001 and plays a key role in programming Incisive Media’s interactive marketing events. In addition to SES, Stewart was part of the original Jupitermedia team responsible for launching emerging technology events, such as Jupiter Advertising Forum, Plug.IN, Game Market Watch, Weblog Business Strategies, Grid Computing Planet, and ClickZ Online Video Advertising.

Prior to that, he worked closely with the open-source Apache Software Foundation (ASF) to launch its first ApacheCon trade shows in both the United States and Europe. Stewart has worked closely with the Object Management Group (OMG), an international nonprofit computer industry consortium, to conceive its inaugural Integrate conference. Earlier in the dot-com bubble, Stewart worked with 101 Communications and SIGS Publications, running their object-oriented programming portfolio of events, including Java DevCon, XML ONE, C++ World, and Smalltalk Solutions. Follow him on Twitter @stewq.

David Rodecker Founder & CTO Relevant Ads, Inc.

In 2004, David Rodecker founded Relevant Ads Inc. As CTO, David’s mission is getting businesses ranked in local search engine results using proprietary, scalable technology solutions. Clients include thousands of local businesses and national chains/franchises that target customers by geographic area. The company is headquartered in Fountain Valley, Calif. RelevantAds’ Local Splash gets businesses guaranteed placement and ranking optimization on local (map), organic, and PPC results of major search engines, such as Google, Yahoo, and Bing. The product is backed by the Local Splash Guarantee: a business will be found on the first page of local search results within six weeks or the business won’t pay until it is on the first page. David oversees technology operations, development, and scaling-provisioning processes.

David Rodnitzky Founder & CEO PPC Associates

David Rodnitzky is founder and CEO of PPC Associates, a leading SEM agency based in San Mateo, Calif. David is a frequent contributor to Search Marketing Standard; publishes an SEM blog, Blogation; and has spoken at all major Internet conferences. He is also the founder of the Online Lead Generation Group, which has more than 18,000 members. David has a B.A. from the University of Chicago and a JD from the University of Iowa. To learn more about PPC Associates’ full-service SEM management, contact David at david@ppcassociates.com. @rodnitzky

Mark Rosenberg

Of Counsel Sills Cummis & Gross P.C. Mark Rosenberg is an intellectual property attorney who is of counsel for Sills Cummis & Gross P.C.’s intellectual property practice group. For nearly 20 years, Mark 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 SearchEngineStrategies.com § SES

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becoming a senior marketing manager. Prior to her work at Pogo, Kathleen served as a client services manager at iProspect Inc. While at iProspect, Kathleen led a team of search marketing specialists and monitored the search industry to provide strategic guidance to her team’s accounts in multiple industries, including travel, retail, consumer electronics, and online education.

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

David Roth

Director of Search Marketing Yahoo!

David guides SEM and SEO strategy across all Yahoo properties, overseeing programs, managing infrastructure teams, and establishing internal best practices and campaign management standards.

He has 10 years of SEM experience, recently working with Carat Fusion, a full-service advertising agency, as the director of SEM in the San Francisco office. Previously, David worked with Avenue A | Razorfish, eonMedia, and Inceptor. He holds an MBA from University of California, San Diego, and a B.A. in sociology from University of California, Berkeley.

Casey Rovinelli

Director, Digital Marketing National Hockey League Players’ Association

Casey Rovinelli is the director, digital marketing, for the National Hockey League Players’ Association. He has been making a living online for the last 12 years, holding online marketing positions in Toronto and San Francisco. Past employers include E*TRADE, eBay, PayPal, and Virgin Mobile. @caseyrovinelli

Todd Sarouhan

President GoVisitCostaRica.com Todd’s passion for SEM began in 2002 when he was challenged to bring visitors to the new travel website GoVisitCostaRica. com. Because GoVisitCostaRica.com is a large, dynamic website with thousands of pages and travel is one of the most competitive search terms on the web, Todd sought ways to get his website listed and ranked in major search engines. SEO became instrumental for marketing his travel website. Todd mastered the art of organic optimization for dynamic websites, and in just one year he has increased his site’s organic web traffic over 1,000 percent. In addition to running GoVisitCostaRica.com, Todd is an independent consultant who specializes in large, dynamic websites. As a lead developer, he has built sites with emphasis on organic optimization.

Todd is a co-host of the eMarketing Talk Show, where he discusses the ins and outs of Internet marketing.

Dan Schmidt

Speaker Bios

Senior Product Manager CBS Interactive

Dan Schmidt is a senior product manager for CBS Interactive.

He managed the design, implementation, and adoption of a new proprietary content management system that streamlined the editorial publishing processes for CNET and CBSNews.com. In addition to developing the CMS, Dan drives product development for CNET News and the CNET.com home page. Notably, he launched the CNET River, which publishes reporters’ Twitter updates as primary content alongside other CNET posts. Dan also manages R&D in the realms of the semantic web, content aggregation, and social

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media, where he experiments with new ways to personalize news consumption based on users’ portable identities. Recently, he has taken a leading role in developing CNET’s social web strategy. Dan graduated from University of California, Berkeley, with a B.A. in philosophy. Generally, he loves charting new territory in spaces where complex information and humans come together. @danielfschmidt

Erica Schmidt

Global Search Director iProspect Erica Schmidt is responsible for helping iProspect’s SEM clients across 28 markets in 22 countries increase their revenues through SEM. She also assists Aegis Media (iProspect’s parent company) in launching iProspect-branded SEM practices either through organic growth or acquisitions. Erica is dean of iProspect University, a training program for SEO, paid search, and operational best practices and has trained nearly 400 staff. An iProspect veteran of nine years, Erica was client services director at iProspect in Boston, overseeing a number of client-facing search teams. She focused on delivering superior strategies and proactive account management to clients. A polished speaker, Schmidt has presented at various conferences around the globe, including Search Engine Strategies.

She has also authored articles for industry publications, including Search Cowboys, Pharmaceutical Executive Magazine, and Direct Magazine.

Robert Scoble

Blogger, Author & Technical Evangelist Scobleizer.com Robert Scoble is a blogger, technical evangelist, and author. He is best known for his blog, Scobleizer, which came to prominence during his tenure as a technical evangelist at Microsoft.

He currently works for Rackspace and the Rackspace-sponsored community site Building 43. Robert previously worked for Fast Company as a video blogger. He is also the co-author of Naked Conversations: How Blogs Are Changing the Way Businesses Talk with Customers with Shel Israel. @scobleizer

Jay Sears

General Manager ADSDAQ Ad Exchange Jay Sears is the general manager of the ADSDAQ Advertising Exchange for ContextWeb Inc. Jay is responsible for bringing new products to market as well as developing key strategic relationships that drive audience and revenue acquisition.

He created the company’s original publisher team and launched the ADSDAQ Exchange Selling Desk, in use by over 11,000 web publishers. Currently he is managing the ADSDAQ Exchange Buying Desk for advertisers, as well as its service, inside sales, and real-time bidding initiatives. Jay speaks about Internet advertising at industry events, including ad:tech, iMedia, Search Engine Strategies, and WebmasterWorld, and at interactive marketing associations. He co-chairs the IAB’s Ad Networks and Exchanges Committee. In 2009, Jay received the President Award from The Advertising Club. He is the hyperlocal publisher behind the local media site MyRye.com. Jay holds a B.A. in political science from Kenyon College.

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Shashi Seth

SVP, Search Products Yahoo!

Shashi Seth is the SVP of search products at Yahoo, responsible for leading the company’s efforts to invent a next-generation search experience. Shashi has deep expertise in the Internet and search, having held leadership positions at Google, eBay, and AOL. Prior to his role with Yahoo, he was the SVP of advertising products and search and was chief revenue officer at Cooliris. As the head of monetization for YouTube at Google, Shashi was responsible for building advertising products, exploring all monetization opportunities, and defining business models. At Google, Shashi was the product lead for search and managed the web search, search personalization, and community-based search. He also built and launched Google’s custom search engine product. During his time at eBay, he created and implemented the company’s innovation and platform strategies.

Ben Shahshahani

Head of Search Sciences Yahoo! Labs

Ben Shahshahani is currently the head of search sciences at Yahoo Labs, which focuses on the scientific areas of information retrieval, machine learning, data and text mining, and natural-language processing to make near-term innovations in the Yahoo search experience. Prior to joining Yahoo, Ben was the director of naturallanguage processing R&D at Nuance, the leader in speech recognition technology. Prior to Nuance, he was a researcher at IBM’s speech recognition group. Ben’s interests include data-driven methods in natural-language processing, information retrieval, machine learning, and online advertising. Ben holds a PhD in electrical engineering from Purdue University.

Crispin Sheridan

Senior Director of Search Marketing Strategy SAP Marketing

Speaker Bios

Crispin Sheridan is senior director of SEM at SAP. As part of the global demand generation team, he runs the search practice for the shared goals of awareness, lead generation, and sales. He is responsible for paid and organic search and helps drive efficiency in lead generation across SAP’s ecosystem. Crispin has proven that keyword-driven social media marketing can effectively augment search to drive B2B lead generation. Successes include integration with SAP’s primary Facebook page and the deployment of AddThis across SAP.com globally. 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. He has also been a guest speaker at the e-Metrics Summit and ad:tech and is a member of Google’s B2B Technology Council. You can read his monthly SEO column on ClickZ. @ crispinsheridan

Lee Sherman

Editor-in-Chief, Personal Finance Group Intuit

Lee Sherman is editor-in-chief of the personal finance group at Intuit. He devised and implemented a content strategy for Mint.com that plays a key role in the company’s customer acquisition efforts.

Mint’s award-winning online publication, MintLife, provides over 1 million people a month with actionable personal finance advice and helps them make sense of a difficult economy. Lee pioneered

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the use of data-driven infographics and viral videos, popular on social media sites, to simplify complex topics. Prior to Intuit and Mint, Lee spent 20 years as a journalist, writing for publications as diverse as Wired, Macworld, and Worth.

John Sherrod

Senior SEO Technologist Search Discovery Inc. John Sherrod began writing web applications in 1999 and has specialized in SEO since 2002. As the former director of SEO and emerging technologies at Primedia, John developed SEO strategies for multiple high-traffic websites, including Rentals.com, Realestate.com, and Apartmentguide.com. John is currently the senior SEO technologist for Search Discovery Inc., a digital marketing agency based in Atlanta, GA. His work involves addressing technical and architectural issues as well as developing organic search strategies for client websites. In his nondigital life, John is the education coordinator for the Henderson Park Community Garden and serves on the board of the Metro Atlanta Beekeeper’s Association.

Jamie Smith CEO Engine Ready

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

Dave Snyder SVP of Search Blueglass

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

Chloe Spencer

Blogger NeopetsFanatic.com Chloe Spencer is a 18-year-old blogger who has been writing about the hugely popular kids site Neopets for over four years through NeopetsFanatic.com. Some of her blog pages sport more than 5,000 comments, and Chloe monetizes her page-one Google rankings and

Michael Stebbins CEO & Founder Market Motive

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

Richard Stokes CEO AdGooroo

Richard Stokes is a seasoned entrepreneur, respected author, and CEO of AdGooroo LLC. Richard founded AdGooroo in 2004 and helped the company grow to more than 2,000 clients, including 30 of the world’s top 50 search agencies and major brand advertisers.

In 2008, Richard published Mastering Search Advertising: How the Top 3% of Search Advertisers Dominate Google AdWords.

His authoritative book details the huge disparity among AdWords advertisers and has received acclaim from respected authors and leading industry executives. Richard’s second work, The Ultimate Guide to Pay-Per-Click Advertising, was released in April 2010.

Before forming AdGooroo, Richard was technology executive at Publicis Group/Leo Burnett. He also served as chief architect at Click Commerce Inc. Richard graduated from the University of Illinois at Urbana-Champaign with a bachelor’s degree in computer engineering. He received his MBA in marketing, entrepreneurship, and technology management from Northwestern University’s Kellogg School of Management.

Michael Stone

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

Wendi Sturgis

VP, North America BD & Partnership Group Yahoo!

As VP, N. America BD and Partnerships Group, Wendi leads the account management team responsible for Yahoo’s search and display partner relationships in the U.S. market. She is also responsible for the operations, training, and support functions that enable partners to maximize their revenue opportunities with Yahoo. Wendi drives the overall strategy for how Yahoo serves partners and is focused on enabling partners to leverage Yahoo’s technology platforms as quickly and profitably as possible as well as expand revenue opportunities across search and display marketplaces. Her team is also involved in product strategy to ensure that partner feedback is incorporated into Yahoo’s product road map.

Stacie Susens

Director of Client Strategy & Development Resolution Media

Stacie is director of client strategy and development at Resolution Media, an Omnicom Media Group Co. She is responsible for overseeing the growth of key accounts and leading Resolution Media’s account management practice. Stacie currently leads the Norwegian Cruise Line, Sirius XM, CLEAR, and Restaurant.com client relationships, while working with partner agencies to ensure all search programs are integrated into the overall marketing mix. Prior to Resolution Media, Stacie worked as an account manager at Nielsen Claritas. There she was responsible for managing and growing relationships with key clients, such as Sprint, U.S. Cellular, Alltel Wireless, and Charter Communications. Stacie graduated from the University of Wisconsin, Madison, with a degree in marketing. When she’s off the clock, she enjoys practicing Forrest Yoga, rooting for Wisconsin football teams, and going for runs along the Chicago lakeshore.

Carole Sustak

Brand Manager American Automobile Association Carole Sustak is the brand manager for the American Automobile Association (AAA), headquartered in the San Francisco Bay area.

She is a key player in the membership and brand marketing team.

As a brand manager, she is responsible for online trademark protection, a program which has been in place since 2006. Carole is responsible for paid search campaigns and eliminating PPC scams by companies looking to peel prospective customers away from AAA.

David Szetela CEO Clix Marketing

Online advertising expert David Szetela is owner and CEO of Clix Marketing, one of the few agencies that specialize exclusively in PPC advertising, creating and optimizing clients’ Google AdWords, Yahoo Search Marketing, and Microsoft adCenter advertising campaigns. Clix is also one of the few agencies paid according to performance, as a percentage of profit or a commission per sales lead generated. David’s 25-plus-year career working for small magazine publishers as well as Apple Computer and Ziff Davis Publishing has provided him deep experience in direct response marketing. He is active in the Search Engine Marketing Professional Organization (SEMPO) and is one of the authors of SEMPO’s advanced search advertising course. His articles on PPC SearchEngineStrategies.com § SES

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Speaker Bios

thousands of daily page views with Google AdSense. Last year, Chloe launched her newest blog, QuizFanatic.com, which focuses on personality tests for teenage girls. She has a personal blog, ChloeSpencer.com, and is a contributor to The Huffington Post.

Chloe has spoken at BlogHer, Ypulse, DMA08, and SMX West.

She’s presented a science experiment live on Denver’s 9News and appeared on the Bay Area’s ABC7 News as part of their coverage of the BlogHer conference. Chloe is an aspiring documentary filmmaker who lived in New Zealand for eight years, returning to Wisconsin in 2007, where she now resides with her parents and two sisters.

advertising have been published in MediaPost, Search Engine Land, MarketingSherpa, on his company’s blog, in his weekly “Profitable PPC” column published by Search Engine Watch, and in the SEW blog. @szetela

Brett Tabke

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

Shari Thurow

Founder & SEO Director Omni Marketing Interactive Shari Thurow is the founder and SEO director at Omni Marketing Interactive, a full-service SEO, website usability, information architecture, 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 search-engine–friendly website design, Shari 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. Shari’s 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

Dana Todd

Speaker Bios

CMO Newsforce

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

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SES § August 2010 {San Francisco}

Bob Tripathi

Customer Marketing Manager Sears Holdings Bob Tripathi is Sears Holdings’ 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. He 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 serves on the in-house search committee at SEMPO. @bobtripathi

Lauren Vaccarello Sr. SEM Manager Salesforce.com

Lauren is the senior SEM manager at Salesforce.com, where she is responsible for planning and executing international search marketing strategies and focuses heavily on offline ROI metrics and cross-channel integration. Through her consulting company, lvlogic, Lauren has worked with businesses of all sizes to develop and execute cost-effective digital marketing strategies. Before starting lvlogic, Lauren was the director of SEM and analytics for FXCM, a top 100 online advertiser. Lauren is a regular speaker at search marketing conferences, such as Search Engine Strategies, Online Marketing Summit, Search Marketing Expo, and PubCon. Lauren graduated magna cum laude from Emerson College with a B.S. in marketing communications. @laurenv

Anna Maria Virzi Executive Editor ClickZ

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

Wister Walcott

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

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123

Dermot Waters

Senior Director of Product Development CNN.com Dermot Waters is senior director of product development for CNN. com. In that role, he is responsible for managing the strategic direction for the major products and platforms that are core to CNN.com.

Dermot helped lead the technical development of the recently launched CNN app for the iPhone. He also participated in the effort to create the newly designed CNN.com. He is a point person for vendor management and strategic partnerships across a variety of product areas. Dermot focuses on bringing innovation and emerging technologies to CNN.com. Since joining CNN.com in 1999, Dermot has developed and managed a wide range of products across many of the CNN and Turner brands, including search, social media, community, mobile, e-mail services, local, weather, and syndication.

Aitan Weinberg

Senior Product Manager Google Inc. Aitan Weinberg leads Google’s global product strategy in interestbased advertising. Since announcing Google’s entry into the audience space in 2009, he has been driving product strategy in that area across multiple product lines, including the launch of remarketing in March 2010. Aitan came to Google from DoubleClick, where he focused on optimization solutions. Throughout his career, Aitan has been an innovator and a thought leader. He started his career at Bloomberg, where he was a financial software developer. He later cofounded a venture-backed startup, noteclip.com, which developed an online notebook to organize the information people find online.

Aitan earned his MBA from New York University and is currently living in New York with his family.

Marty Weintraub

Speaker Bios

President aimClear

Marty Weintraub is president of aimClear, an Internet-focused advertising agency. AimClear provides traditional and social PPC management, SEO, social media/feed marketing (SMO), and online reputation management (ORM) services to national clients. It also offers training and audits in all service categories. An avid search marketing blogger, Marty has written for Search Engine Watch, Search Engine Land, SEO Roundtable, and others. His popular aimClear Blog is an AdAge Power 150 blog. Marty’s speaking engagements have included appearances at Search Engine Strategies (SES), Search Marketing Expo, SEMpdx, and PubCon. AimClear’s clients have included Washington Post properties, MarthaStewart.com, SecondLife, MerchantCircle, Blue Cross Blue Shield, and CBS. Marty’s previous positions include A&R executive at PolyGram International Publishing, creative director at Minnesota CBS Affiliate, and record label founder and VP marketing at TerraAura. Industrial video and music clients have included Northwest Airlines, CBS, Pizza Hut, General Mills, Dayton Hudson, Planters Peanuts, Sony Publishing, and many others. @ aimclear

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SES § August 2010 {San Francisco}

Byron White

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

Paul Wilson

Chief Revenue Officer iProspect Paul Wilson is responsible for all revenue efforts from new and existing iProspect clients and oversees the firm’s sales and business development teams. Previously, he was VP of sales. Before joining iProspect, he was the VP of sales for Northern Light Technology. Prior to that, Paul started his interactive media career with America Online. He held sales management positions with Gannett Broadcasting and Tribune Broadcasting at stations in Washington, DC, and Boston, respectively. Paul began his career in television advertising sales at WPHL-TV in Philadelphia. With over 20 years of successful sales and sales management experience in broadcast, interactive media, and search technology, Paul is a familiar face at industry shows around the country and has spoken at numerous events, including Search Marketing Expo Advanced and the Fidelity Annual Marketing Forum. He is a graduate of Georgetown University.

Dr. Ralph Wilson

Founder & Editor-in-Chief Web Marketing Today Dr. Ralph Wilson is recognized as a top international authority in Internet marketing. Business Week called his popular WilsonWeb. com website “bar none the best e-commerce resource out there.”

Business 2.0 profiled him as one of the savvy dot-com survivors.

The New York Times named him “among the best-known Internet marketing publishers and consultants who preach the responsible use of e-mail for marketing.” He is the founder and editor-in-chief of Web Marketing Today, the grandfather of the Internet marketing e-zines, published continuously since 1995. Currently it is sent to over 107,000 confirmed opt-in subscribers. His Web Marketing Today Premium Edition is considered one of the top sources in the industry for in-depth content. He is a winner of the Tenagra Award for Internet Marketing Excellence and the author of hundreds of articles and numerous books, including Planning Your Internet Marketing Strategy, The E-Mail Marketing Handbook, and The Shopping Cart Report.

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Chris Winfield President 10e20, LLC

Chris Winfield is president and co-founder of 10e20, an Internet marketing company that specializes in social media and search marketing services. He is considered one of the leading authorities on social media marketing in the world today. Chris has been featured in multiple articles by The Wall Street Journal, New York Times, USA Today, Investor’s Business Daily, Boston Globe, and over 100 other media outlets.

Brian Wong Founder Kiip.me

Brian Wong is an entrepreneur and a global youth inspirational speaker. He graduate at age 19 with a bachelor’s degree in commerce from the Sauder School of Business at the University of British Columbia. He began his career by creating the world’s first automated categorized Twitter discovery tool: Followformation. com. Followformation was featured in Mashable, The Huffington Post, and Fast Company.com. Then at Digg, Brian helped develop key publisher and technical partnerships. He recently launched Digg’s latest Android mobile application, helping to grow Digg’s rapidly rising mobile presence. Brian is now based in San Francisco, building his next startup, Kiip.me. @brian_wong

Jay Wright

Director, Business Development Qualcomm Corporate R&D Jay Wright is responsible for developing and driving Qualcomm’s augmented reality commercialization strategy. In this role, Jay handles partnerships with innovators in industry and academia and leads Qualcomm’s efforts in enabling augmented reality within the mobile ecosystem. He has been with Qualcomm since 2008 and has 17 years of experience in developing software and services for mobile and wireless devices.

Daniel Yomtobian

Speaker Bios

CEO & Founder Advertise.com

As the founder and CEO of Advertise.com, Daniel Yomtobian is a recognized expert in online marketing, including display advertising and retargeting. Daniel began his career in the mid-1990s as the co-founder of WayInternet and Findology. He later sold his shares to pioneer the largest privately owned PPC search network, ABCSearch. In 2008, Daniel expanded his search industry expertise with the launch of an innovative social search engine, Scour. com. The site has won two prestigious awards: Mashable’s Open Web Award and CNET’s Webware 100 Award. Daniel’s vision of creating a comprehensive, one-stop solution for Internet advertisers came to fruition in 2009 when he rebranded ABCSearch as Advertise.com while continuing to innovate new products. In 2010, Daniel was named to San Fernando Valley Business Journal’s Top 40 Under 40 list for his exceptional business ethics and acumen, his commitment to the community, and his personal initiative and professional innovation.

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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 Facebook and local advertising.

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

Dave Zinman

VP & GM, Display Advertising Yahoo! Inc Dave Zinman brings a wealth of experience in online ad networks and online publishing to Yahoo. He joined the company as a part of the BlueLithium management team when Yahoo acquired the company in 2007. At BlueLithium, he served as SVP and general manager of the BlueLithium ad network. Today, he runs operations for the Yahoo Network. Prior to BlueLithium, Dave was SVP of operations and marketing at Zinio Systems, a leader in digital publishing. Dave also served as VP of marketing and product management for Banter, a provider of natural-language processing software, and as VP of marketing and business development for Avasta, a managed service provider. Dave graduated magna cum laude from Tufts University with a dual degree in economics and political science and from the Stanford University Graduate School of Business with a master’s of business administration.

Richard Zwicky Founder & CEO Enquisite

Richard Zwicky has been involved in search marketing for 10 years.

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 SEO firm that he cofounded 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 professional. Today, he leads 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 that are never caught flat-footed by shifts in search engine algorithms or by regional variances in search user behavior. @rzwicky

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Chicago 2010

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Toronto 2011

Nov. 22-24 NH Berlin Friedrichstrasse

June 13-15 Hyatt Regency Toronto

London 2011

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Feb. 21-25 Queen Elizabeth II Conference Centre

August Moscone Center

Speaker Bios

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glossary advertising network: A service where ads are bought centrally through one company, and displayed on multiple websites that contract with that company for a share of revenue generated by ads served on their site. algorithm: The technology that a search engine uses to deliver results to a query. Search engines utilize several algorithms in tandem to deliver a page of search results or keyword-targeted search ads. anchor text: The clickable text part of a hyperlink. The text usually gives visitors or search engines important information on what the page being linked to is about. click through rate (CTR): The rate (expressed in a percentage) at which users click on an ad.

This is calculated by dividing the total number of clicks by the total number of ad impressions. CTR is an important metric for Internet marketers to measure the performance of an ad campaign. content network: A group of websites that agree to show ads on their site, served by an ad network, in exchange for a share of the revenue generated by those ads. Examples include Google AdSense or the Yahoo Publisher Network. contextual advertising: Advertising that is targeted to a web page based on the page’s content, keywords, or category. Ads in most content networks are targeted contextually. cost per action (CPA): A form of advertising where payment is dependent upon an action that a user performs as a result of the ad. The action could be making a purchase, signing up for a newsletter, or asking for a follow-up call. An advertiser pays a set fee to the publisher based on the number of visitors who take action. Many affiliate programs use the CPA model. cost per click (CPC): Also called pay-per-click (PPC). A performance-based advertising model where the advertiser pays a set fee for every click on an ad. The majority of text ads sold by search engines are billed under the CPC model. cost per thousand (CPM): An ad model that charges advertisers every time an ad is displayed to a user, whether the user clicks on the ad or not.

The fee is based on every 1,000 ad impressions (M is the Roman numeral for 1,000). Most display ads, such as banner ads, are sold by CPM. geo-targeting: Delivery of ads specific to the geographic location of the searcher. Geo-targeting allows the advertiser to specify where ads will or won’t be shown based on the searcher’s location, enabling more localized and personalized results.

Googlebot: Google uses several user-agents to crawl and index content in the Google.com search engine. Googlebot describes all Google spiders. All Google bots begin with “Googlebot”;

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SES § August 2010 {San Francisco}

Below you will find commonly-used terms that every online 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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