SES Magazine February 2011 by Incisive Media

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YOUR GUIDE TO

SES London SearchEngineStrategies.com

Conference Agenda p. 6-7 Floor Plan p.10 Sponsors p. 14-18

February 2011

Trends to watch in 2011

PG.36 & 37

PLUS 21 SOCIAL MEDIA PREDICTIONS AND TRENDS FOR 2011

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OWNING THE SERP IN 2011: MORE THAN JUST INTEGRATING YOUR SEO & PPC JOINING ANSWER SITES’ RAPID GROWTH

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SNEAK PREVIEW

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contents

FEATURES

COLUMNS

TRENDS TO WATCH IN 2011 Preparing for the always-on, always connected social consumer, tougher Internet restrictions, and dot-bomb 2.0.

64 GLOSSARY

Terms and acronyms every online marketer should know.

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

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

14-18

SPONSORS & EXHIBITORS

24-32

SESSIONS

52-61

SPEAKER BIOS Learn more about the speakers and session moderators.

5 TIPS FOR OPTIMIZING & INTEGRATING YOUR SOCIAL MEDIA CONTENT What marketers can learn from The Columbus Dispatch’s social media faux pas when it yanked the “golden voice’s” video from YouTube.

JOINING ANSWER SITES’ RAPID GROWTH Companies should get their message on answer sites for the same reasons they optimize for search engines: This is where their potential customers go to get answers.

MISSED OPPORTUNITIES WITH A STALLED TARGETING PROGRAM In developing your relationship with an ad network, you have already speciﬁed your target proﬁles. Why not take better advantage of the data?

Discover the offerings of companies and organizations at SES London.

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

OWNING THE SERP IN 2011: MORE THAN JUST INTEGRATING YOUR SEO & PPC With the further fragmentation of online channels, as well as the addition of new search engine and social media initiatives, integrated SEM means much more in 2011.

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

21 SOCIAL MEDIA PREDICTIONS AND TRENDS FOR 2011 Could Google become the next Microsoft, and could Facebook become the next Google? Noted author Erik Qualman shares his predictions for the upcoming year in search and social.

CONFERENCE INFORMATION

6-7

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HOW TO ADD A REVENUE STREAM TO YOUR BLOG The number of blogs that exist in the social space today is completely mind-boggling, and the numbers continue to increase. How will your blog stand out?

Staff Matt McGowan MD, North America

Mike Grehan VP, Global Content

PROGRAM DEVELOPMENT Senior Program Director Marilyn Crafts Conference Program Manager Jackie Ortez

OPERATIONS Director of U.S. Operations U.K. Operations Operations Manager Operations Manager Registration Associate

Michele McDermott Madeleine Heimers Steve Brown Dan Hoskins Charisse Rosales

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

SALES & MARKETING Sales Directors Andrew Katz Elaine Mershon Elaine Romeo Peter Westerholm Account Executive Elizabeth Huston Director, Client Services JoAnn Simonelli Marketing Director Angela Man Marketing Manager Christian Georgeou Web Designer Rebecca Holz Designer Edward Simpo Online Operations Manager Louise Laberge Online Operations Assoc. Aleksey Gershin

MAGAZINE Contributors Nick Beck, Sean Carton, Liana Evans, Andrea Fishman, Erik Qualman Gil Reich, Nick Stamoulis

CORPORATE Chief Executive Tim Weller Group Managing Director James Hanbury

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

Matt McGowan Managing Director, North America Incisive Media

www.SESLondon.com

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Bryan Eisenberg Bestselling author bryaneisenberg.com

Jon Myers Head of Search/Assoc. Director Mediavest

Matthew Bailey President SiteLogic

Christian Georgeou Marketing Manager SES Conference & Expo

Lee Odden CEO TopRank Online Marketing

Thomas Bindl Founder & CEO ReďŹ ned Labs GmbH

Andrew Goodman President Page Zero Media

Jackie Ortez Conf. Program & Training Mgr. SES Conference & Expo

Mikel Chertudi Sr. Director, Online & Demand Marketing Adobe

Bill Hunt President Back Azimuth Consulting

Erica Schmidt Global Search Director iProspect

Eddie Choi Managing Director Frontiers Digital

Anne Kennedy International Search Strategist Beyond Ink USA

Crispin Sheridan Sr. Director of Search Marketing SAP

Marilyn Crafts Senior Program Director SES Conference & Expo

John Marshall CTO Market Motive

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

Advertiser............................................................. Page adX ........................................................................... 11 AnalyticsSEO.com ..................................................... 20 Bing .......................................................................... C2 Bruce Clay ................................................................ 49 Business Wire ........................................................... 34 Econsultancy ............................................................ 45 eMarketer ................................................................. 62 Full Sail University .................................................... 43 Google ...................................................................... 50 iContact .................................................................... C3 iProspect .................................................................. 41

LinkWorth ................................................................. 12 Marin Software ........................................................... 3 Purecontent .............................................................. 21 PR Web ..................................................................... 57 ReelSEO.................................................................... 55 SEMPO ..................................................................... 19 State of Search ......................................................... 63 Submit Edge ............................................................... 8 Symantec - VeriSign Authentication Division (U.K.) .... C4 Symantec - VeriSign Authentication Division (U.S.) .... 22 The Search Monitor .................................................. 18 topseos.com ........................................................46-47 Trackur ..................................................................... 33 Wiley Publishing ......................................................... 4

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Agenda

What: SES London When: Tuesday, Wednesday, Thursday Where: QE II Conference Centre

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!

DAY 2 WED, 23 FEB

DAY 1 TUES, 22 FEB

For session details, see pages 23-32 or visit www.SESLondon.com

9:30-10:45a

Room: WHITTLE Conference Welcome & Opening Keynote: Jeffrey Hayzlett Celebrity CMO & Bestselling Author

10:45-11:15a

Grand Opening of the Expo Hall (open 10a-6p) Track 1

Track 2

Track 3

11:15a-12:15p

(Room: Abbey) - Introduction to Search Engine Marketing

(Room: Henry Moore) - Basic Analytics

(Room: Whittle) - Key Points in Launching a Global Website

12:15-1:15p

Networking Lunch in the Expo Hall

1:15-2:15p

(Room: Henry Moore) Introduction to SEO

(Room: Whittle) - Sponsor Session: Yahoo! Search and Bing: A Powerful New Choice in Search

(Room: Abbey) - Music & Search Engine Marketing: Quality Score & The Volume Game

2:45-3:45p

(Room:Abbey)- LinkBuildingBasics

(Room: Whittle ) - Meaningful SEO Metrics

(Room:Whittle)-Introductionto InformationRetrievalontheWeb

4-5p

(Room: Henry Moore) - How To Become A Link Magnet

(Room: Abbey ) - Deep Dive Into Analytics

(Room: Whittle) - PPC or SEO? The Ultimate Search Marketing Battle

5-6p

Expo Hall* Networking Cocktail Reception Track 1

Track 2

Track 3

(Room: Henry Moore) - Successful Information Architecture

(Room: Whittle) - Monetising

(Room:Abbey)- Introductionto Paid Search

11a-12p

(Room: Henry Moore) Marketing to the European Union

(Room: Whittle ) - Update on Real Time Search: I Want it Now!

12-1p

Networking Lunch in the Expo Hall (open 10a-3p)

1-2p

(Room:Abbey)-WhyDoesSearchGet all the Credit?

(Room:Whittle) - SponsorSession: WeBuildPages:Over50KillerInternet Marketing Tools

(Room: Henry Moore) - PPC BeyondSearch:NewAdFormats, Display & Social

2:30-3:30p

(Room: Henry Moore) - Is Search Remarketing/RetartgetingRightfor You?

(Room:Abbey)-EnterpriseLevelSEO

(Room:Whittle)-AdsinaQuality Score World

3:45-4:45p

(Room: Abbey) - Developing Great Content

(Room: Henry Moore) Crossing the Digital Divide: The Leap From Search to Display

(Room:Whittle)-AdvancedPaid Search Tactics

5-6p

(Room:HenryMoore)-SEO&EXCELfor Big Websites

(Room:Whittle)-AugmentedReality Revisited

(Room:Abbey)-PaidSearchSite Clinic

6-7p

Benjamin Britten Lounge

9:30-10:30a

Social

Commerce (Room: Abbey) - Content Marketing Optimisation

DAY 3 THURS, 24 FEB

Black Hat, White Hat: Unconferenced

Track 1

Track 2

Track 3

9:30-10:30a

(Room:HenryMoore)-Introductionto Social Media

(Room:Abbey)-DuplicateContent& Multiple Site Issues

(Room: Whittle) - VideoSearch Optimisation

10:45-11:45a

(Room: Whittle) - Twitter Nation & Automation

(Room:Abbey) - GettingMobilized: Mobile Marketing Strategies

(Room:HenryMoore)-Local2.0: The Evolution of Local Search

11:45a-12:45p

Networking Lunch

12:45-1:45p

(Room: Whittle) - Killer Facebook Marketing Tactics

(Room:HenryMoore)-SEOThrough Blogs & Feeds

(Room:Abbey) - MakingMoney With Affiliate Programs

2-3p

(Room: Whittle) - Search, PR & the Social Butterﬂy

(Room: Abbey) - Speaking Geek: HowMarketersCanWorkwithWeb Developers

(Room: Henry Moore) - Digital Asset Optimisation

3:30-4:30p

(Room: Whittle) - Social Media & the Marketing Mix

(Room: Abbey ) - Tough Love Site Clinic

(Room: Henry Moore) Conversion Clinic

4:30-5:15p

(Room: Henry Moore) - Wrap-up Session/Open Forum

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Agenda

WORKSHOPS, PARTNERED & SPECIAL EVENTS Monday, 21 February $ 8:00am

to 12:00pm - Creating Social Media Strategies Using Audience Research * Abbey Room

$ 8:00am

to 12:00pm - Information Architecture * Henry Moore Room

$ 1:00pm

to 5:00pm - Link Acquisition and Optimization * Abbey Room

$ 1:00pm

to 5:00pm - Google AdWords Tactic to Improve Your ROI * Henry Moore Room

6:30pm to late - SES London Meet & Greet - Tbd

Tuesday, 22 February $ 8:00am

to 9:20am - OMI: Morning Workshop: Social Media Strategies & Research * Elizabeth Windsor Room

$ 2:30pm

to 4:30pm - IDM Workshop: Digital Marketing Strategy * Wesley Room

$ 10:00am

to 6:00pm - Drop-In Recruitment Centre - Exhibit Hall

$ 1:15pm

to 2:15pm - Session: A Powerful New Choice in Search sponsored by Yahoo! & Bing - Abbey Room

$ 5:00pm

to 6:00pm - Networking Cocktail Reception sponsored by iProspect - Exhibit Hall

Wednesday, 23 February $ 8:00am

to 9:20am - OMI: Morning Workshop: Social Media Strategies & Research * Elizabeth Windsor Room

$ 9:30am

to 12:30pm - NMA Live: Social Media and Online Reputation Showcase - Learn from the Best of the Best * St. James Room

$ 1:00pm

to 2:00pm - Session: Over 50 Killer Internet Marketing Tools to Measure Your Online Marketing Strategies sponsored by WeBuildPages - Abbey Room

$ 6:00pm

to 7:00pm - Open Mic: SEW Black Hat White Hat Unconferenced * Britten Lounge

$ 7:00pm

to 11:30pm - London SEO Party sponsored by Raven & Linkdex SEO Tools

Friday, 25 February $ 9:00am

to 4:00pm - OMS: All Things Digital Best Practice Day

* Additional fees will apply unless you have an All Access Passport

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Floor Plan

Venue: Level 3 (Sessions & Expo Hall)

Exhibitor List Company

Theatre Sessions

adX .........................................................................18 AnalyticsSEO.com .....................................................7

Tuesday, 22nd February

Express Clinics:

10:50am-11:10am - Submit Edge

Tuesday, 22nd February

12:20pm-12:40pm - adX

12:50pm-1:10pm - Symantec-VeriSign Aunt-

Dave Naylor Search Marketing

Jobs in Search ..........................................................4

David Naylor, SEO, Bronco

LinkWorth .................................................................3

hentication Division

11:15am-12:15pm

3:00pm - 4:00pm

AuroIN LLC ...............................................................9 ClickZ .....................................................................22 Freshrank SEO ........................................................19

New Media Age.......................................................24

1:30pm-1:50pm - AuroIN, LLC

2:20pm-2:40pm - PRWeb

How Social is Your Website?

4:10pm-4:30pm - WebCertain

Lisa Buyer, President & CEO, The Buyer Group

4:40pm-5:00pm - Raven Internet Marketing

Liana Evans, Author and Co-Founder & CEO,

Searchmetrics GmbH ..............................................11

Tools

LiBeck Integrated Marketing

Submit Edge .............................................................1

Wednesday, 23rd February

Symantec - VeriSign Authentication Division ...........17

PRWeb......................................................................2 Purecontent ............................................................14 Raven Internet Marketing Tools .................................5

12:00pm-12:20pm - Purecontent

10:45pm - 11:45pm

teliad Internetmarketing GmbH .................................6

12:30pm-12:50pm - teliad Internetmarketing

Local Search on Speed!

The IDM ..................................................................23

GmbH $

Booth

1:00pm-3:20pm - Word of Mouth Association

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LisaMyers, CEO Verve Search

topseos.com ...........................................................16 Visibility Magazine ..................................................15 WebCertain .............................................................12

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Sponsors &

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Expo Hall Hours $

For more information on how to ﬁnd the following exhibitors, see the Floor Plan on pages 10.

Tuesday, 22 February 10a-7:15p

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

Wednesday, 23 February 10a-3p

Gold Sponsor Symantec - VeriSign Authentication Division Booth 17

Sponsors & Exhibitors

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AnalyticsSEO.com

adX

Booth 7

Booth 18

www.analyticsseo.com

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Product & Service Guide on the following page.

Product & Service Guide

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Advertising Networks

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Sponsors & Exhibitors

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State of Search

www.onlinemarketingsummit.com

www.stateofsearch.com

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THE NEW VERISIGN TRUST SEAL. TRUST ISN’T THE ONLY THING IT DELIVERS. The most trusted mark on the Internet now delivers more. Display it on your site to deliver more transactions. Add it to search results for more click-throughs and site trafﬁc. Deliver more peace of mind at every point of your customer’s online experience. Learn how displaying the VeriSign seal increases online transactions an average of 24 percent at booth #1007.

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© 2011 Symantec Corporation. All rights reserved. The Checkmark Circle logo is the registered trademark of Symantec Corporation. VeriSign, the VeriSign logo, VeriSign Trust and other related marks are the registered trademarks of VeriSign, Inc. and licensed to Symantec Corporation. All other trademarks are property of their respective owners.

Sessions

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Tuesday, 22 February: SES sessions 12:15-1:15pm - Networking Lunch in the Expo Hall 9:30-10:45am Room: WHITTLE

Conference Welcome & Morning Keynote Speaker Jeffrey W. Hayzlett, Celebrity CMO, Best Selling Author & Former Kodak CMO, Hayzlett.com 10:45-11:15am Grand Opening of the Expo Hall (open 10:00-6:00pm) 11:15-12:15pm - Attendees may choose to attend one of the three sessions offered during this time. Room: ABBEY

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 optimise 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 SES events. Solo Presentation Erica Schmidt, SES Advisory Board & Global Search Director, iProspect Room: HENRY MOORE

Basic 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 behaviours, and how to look for major red flags in traffic patterns. This session will keep you focused and organised so you don’t wind up pouring through hundreds of pages of meaningless statistics. Solo Presentation John Marshall, SES Advisory Board & CTO, Market Motive Room: WHITTLE

Sessions

Key Points in Launching a Global Website As the world becomes smaller and search marketing becomes more complex, the era of “ranking well in Google” is over. This is especially true for companies who are targeting multiple markets or countries. This new opportunity also brings many new complexities to be considered other than standard SEO. This session tackles these key issues critical to successfully developing, optimising, and launching the Global Websites that would meet those next generation marketing goals, without losing control or your mind. The session will cover the following topics and will include some case studies: • Keyword research • Language & cultural issues • Geographical issues • Issues involving different engines and platforms • Leveraging standardized templates to develop global websites • Cross-border management issues • Copy writing for multiple audiences • Adapting unique market trends and techniques Moderator Anne F. Kennedy, SES Advisory Board, International Search Strategist, Beyond Ink USA Speakers Andy Atkins-Krüger, Managing Director, WebCertain Bill Hunt, SES Advisory Board & President, Back Azimuth Consulting

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1:15-2:15pm - Attendees may choose to attend one of the three sessions offered during this time. Room: HENRY MOORE

Introduction to SEO 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 optimisation 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 optimisation trends along with the best practices necessary to make an immediate impact on your Internet presence and website proﬁtability. Solo Presentation David Naylor, SEO, Bronco

Sponsored Session Room: Whittle

Over 50 Killer Internet Marketing Tools To Measure Your Online Marketing Strategies Jim will discuss 15 of the most critical areas which you must analyze for the successful execution of your online marketing strategy and will show you 50 of the BEST internet marketing tools, explaining exactly how to use them to give you leverage over your competitors and maximizing your trafﬁc. Jim will be talking about some of the best online marketing tools to measure both your own and your competitors internet marketing strategies in the following areas: website ownership info, ranking analysis tools, backlink analysis tools, keyword research tools, content analysis tools, on page SEO analysis tools, analytics tools, competitor analysis tools, widget tools, link bait tools, video marketing tools, local marketing tools, social media marketing tools, reputation monitoring & management, and more. If you actively measure your campaign or your competitors online marketing strategy, then this is a must-attend session. Speaker Jim Boykin, CEO and Link Building Ninja, We Build Pages Internet Marketing Services Room: Henry Moore

PPC Beyond Search: New Ad Formats, Display & Social For some time, paid search campaign managers have been told to treat search campaigns and “contextual” ads, often managed through the same platform, as distinct targeting methods. But with the explosion of new ad formats like Sitelinks and Product Extensions, various ﬂavours of managed and automatic content matching, and new tactics for managing and bidding on various placements, this session aims to bring marketers up to speed on the state of the art. Also covered: what tools or skill sets are needed to manage and report on results from multiple search engines and even Facebook? How should marketers prioritize efforts? Moderator Jon Myers, SES Advisory Board & Head of Account Management, Yahoo! UK & Ireland

2:30-3:30pm Attendees may choose to attend one of the three sessions offered during this time. Room: Henry Moore

Is Search Remarketing/Retargeting Right for You? Research shows that as many as 90% 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, Managing Director, Americas, Incisive Media Speakers James Yancey, Managing Director, SearchIgnite Europe Jon Baron, General Manager, TagMan Room: Abbey

Enterprise Level SEO This session is designed to meet the speciﬁc challenges of large enterprise organisations. 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 organisation including budgeting issues, and implementation hurdles common to large organisations including CMS issues and IT team challenges. This session will also include a proven model of organisation 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 organisation with a lot of moving parts, this session is for just of you! Moderator Bill Hunt, SES Advisory Board & President, Back Azimuth Consulting Speakers Crispin Sheridan, SES Advisory Board & Sr Director of Search Marketing Strategy, SAP Grant Whiteside, Technical director, Ambergreen Room: Whittle

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. 6HDUFK(QJLQH6WUDWHJLHV FRP 6(6

Sessions

Why Does Search Get All the Credit?

Wednesday, 23 February: SES sessions Moderator Â&#x192; Brad Geddes, Founder, bgTheory.com Speakers Â&#x192; Jonathan Beeston, Client Services Director, Europe, EfďŹ cient Frontier Â&#x192; Paul Mead, Managing Director, VCCP Search

Moderator Â&#x192; Jon Myers, SES Advisory Board & Head of Account Management, Yahoo! UK & Ireland Speakers Â&#x192; Thomas Bindl, SES Advisory Board & Founder & CEO, ReďŹ ned Labs GmbH Â&#x192; Brad Geddes, Founder, bgTheory.com

3:30-3:45pm Session Interval 4:45-5:00pm Session Interval 3:45-4:45pm - Attendees may choose to attend one of the three sessions offered during this time. Room: Abbey

Developing Great Content Without meaningful content and compelling copy, your website is not grabbing the attention it deserves. In this session, weâ&#x20AC;&#x2122;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, itâ&#x20AC;&#x2122;s all about improving the end userâ&#x20AC;&#x2122;s experience through superior content. Moderator Â&#x192; Anne F. Kennedy, SES Advisory Board, International Search Strategist, Beyond Ink USA

Sessions

Speakers Â&#x192; Amanda Davie, Founder & Managing Director, Reform Â&#x192; Caragh McKenna, Senior Manager, SEO, The Search Agency

5:00-6:00pm - Attendees may choose to attend one of the three sessions offered during this time. Room: Henry Moore

SEO and EXCEL for Big Websites As your website gets bigger it is important to understand trends across different areas on your website. How effectively you are able to execute this is largely dependent on how you structure your data for SEO analysis. This session will cover the various data classiďŹ cations that are useful in achieving this including site depth, page depth, categories, page age, type of page, etc. You will learn how to create smaller scale tests on your â&#x20AC;&#x153;bigâ&#x20AC;? site and how to use this information for forecasting. You will also ďŹ nd out how this tagging works with Omniture, Webtrends and Google Analytics. This session will demonstrate how to set out data to make it easy to pivot and will also identify which Excel functions work best for SEO including standard VLookups, pivot tables, sumifs, shortcuts, macros to clean out brand phases and much, much more!

Room: Henry Moore

Solo Presentation Â&#x192; Chee Ho Wan, SEO Director, Forward3D/Awesome Links

Crossing the Digital Divide: The Leap from Search to Display

Room: Whittle

Many advertisers who embrace the highly measurable, highly efďŹ cient 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 optimisation 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-speciďŹ c algorithms. (Thatâ&#x20AC;&#x2122;s a shift of power that search marketers can deďŹ nitely appreciate!) In this session you will hear an introduction to DSPs and ad exchanges, as well as advice for experienced search advertisers who want to take a ďŹ rst foray into exchange-traded display to broaden their media mix. Moderator Â&#x192; Ciaran Norris, Head of Digital, Mindshare Ireland Speakers Â&#x192; Sacha Berlik, Founder and CEO, mexad Â&#x192; James Yancey, Managing Director, SearchIgnite Europe Room: Whittle

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 customersâ&#x20AC;&#x2122; 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 trafďŹ c away from the legitimate brand site and increase campaign costs.

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Augmented Reality Revisited 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 Â&#x192; Jonathan Allen, Director, SearchEngineWatch Speakers Â&#x192; Howard Ogden, Founder, Augment Reality Â&#x192; Mark Lister, Managing Director, Imano Room: Abbey

Paid Search Site Clinic Does your PPC ad make a promise that your landing page canâ&#x20AC;&#x2122;t keep? Make sure that your ad copy and landing page contents are in alignment to ensure a smooth and proďŹ table visitor experience. This clinic will examine actual ads and landing pages offered up by volunteers from the audience. Moderator Â&#x192; Colm Bracken, Group Search Manager, Microsoft Speakers Â&#x192; Brad Geddes, Founder, bgTheory.com Â&#x192; Simon Dang, Global Search Dir Team SAP, N. America Search Dir Team Unilever, Mindshare

Thursday, 24 February: SES sessions 6:00-7:00pm Benjamin Britten Lounge

Open Mic: SEW Black Hat White Hat Unconferenced Search engines provide guidelines to protect their algorithms and the integrity of their results. But these are not laws - they are what they are - guidelines. Do we really have to stick to them? What if we ﬁnd a loophole or two and we can get better results if we go under the wire? Of course, that would mean only some of us were playing by the perceived rules. And the likelihood is that, the white hat practitioners may ﬁnd a black hat standing on their head and pushing them down the charts. And with search and social being strongly tied together there are so many more creative ways to circumnavigate the guidelines. Should anyone care anymore whether it’s black hat or white hat to get results? Join us for our unique unconferenced session. No formal presentations and all with a glass of your favourite beverage in your hand, of course!

the world. While the good old organic results pages still attract tens of thousands of experts probing the latest algorithmic quirks and optimisation techniques, video search remains relatively uncharted waters. Panelists discuss the importance of optimising for video search, and probe into tactics like keyword research, copywriting, reputation enhancement, and sponsorships and special programs. Moderator Sean Hargrave, Freelance Journalist Speakers Paul Carff, Sr. Developer Advocate, Google Inc. Will Critchlow, Founder and Chief Strategist, Distilled Jonathan Allen, Director, SearchEngineWatch 10:30-10:45am Session Interval

-------------Thursday, 24

February: SES sessions-------------

8:00-3:30pm Registration 8:30-9:30am Morning Coffee

10:45-11:45am - Attendees may choose to attend one of the three sessions offered during this time. Room: Whittle

9:30-10:30am - Attendees may choose to attend one of the three sessions offered during this time.

Twitter Nation & Automation

Solo Presentation Lisa Myers, CEO, Verve Search

Moderator Matt McGowan, Managing Director, Americas, Incisive Media

Room: Abbey

Speakers Ralph Tegtmeier, aka, Fantomaster Tracy Falke, Social Media Specialist, Freestyle Interactive Jonathan Allen, Director, SearchEngineWatch

Room: Henry Moore

Introduction to Social Media

Duplicate Content & Multiple Site Issues More and more site owners are concerned that they might get penalized accidentally or overtly because of duplicate content. If you run mirror sites, will search engines ban you? If you have listings that are similar in nature, is that an issue? What happens if you syndicate content through RSS and feeds? Will other sites be considered the “real” site and rob you of a rightful place in the search results? This session looks at the issues and explores solutions. Moderator Anne F. Kennedy, SES Advisory Board, International Search Strategist, Beyond Ink USA Speakers Mikkel deMib Svendsen, Creative Director, deMib.com Ralph Tegtmeier, aka, Fantomaster Room: Whittle

Video Search Optimisation

Sessions

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.

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, learn effective strategies to outpace your competitors.

Room: Abbey

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 email. You will learn what you need to know to develop, launch and track an integrated mobile marketing strategy. This session will help you to understand how mobile marketing fits into the traditional and online marketing mix and determine what mobile marketing strategy is most appropriate for your 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 and how to author meta data that is compelling in mobile search results.

According to comScore, YouTube is now the #2 search destination in

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Thursday, 24 February: SES sessions Moderator Erica Schmidt, SES Advisory Board & Global Search Director, iProspect Speakers Jen Brady, CEO, Fred & Associates Steve Page, CEO, Mobile Commerce Ltd. Room: Henry Moore

Local 2.0: The Evolution of Local Search What percentage of online searches are local? If you consider searches that end up having some influence on local buying activity, the opportunity is put into perspective. But there are still large gaps between the point of search and the point of purchase. How are online mapping, shopping engines, and directories starting to fill these gaps with usergenerated content, video, or inventory data that funnel searchers towards local businesses? More importantly, how are location-based services (LBS) opening up new markets in wireless advertising and providing search marketers with increasing opportunities to target searches based on specific locations? And now that Google has ramped up its local offering with Google Places, that is becoming one of the most prominent type of results for many, many queries! Moderator Andy Atkins-Krüger, Managing Director, WebCertain Speakers Lisa Myers, CEO, Verve Search Jens Münch, Strategic Partnerships, Google 11:45-12:45pm Networking Lunch 12:45-1:45pm - Attendees may choose to attend one of the three sessions offered during this time.

Room: Henry Moore

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 optimisation. Moderator Lee Odden, SES Advisory Board & CEO, TopRank Online Marketing Speakers Mikkel deMib Svendsen, Creative Director, deMib.com Andrew Girdwood, Media Innovations Director, bigmouthmedia Room: Abbey

Making Money with Affiliate Programs If you are looking to get in to the world of affiliate marketing and become an affiliate for the first time, then you can’t afford to miss the tips, tricks and techniques specifically focused on affiliate marketing revealed by our experts. Designed to help you navigate through all the various affiliate programs and the inherent difficulties of being an affiliate, this session will cover everything from commissioned-based “click-through” programs to managing product feeds, how to choose a niche and optimising someone else’s content. Part art and part science, with affiliate marketing there are no products to develop, warehouse or ship; and no orders to process or refund. Sound too good to be true? Join us and learn what it takes to become a successful affiliate! Solo Presentation Matthew Wood, Founder, a4uexpo 1:45-2:00pm Session Interval

Room: Whittle

Sessions

Killer Facebook Marketing Tactics Facebook! In a little over 3 years Facebook has ballooned to an astounding community of over 500 million users, many of whom are fanatically engaged. The resulting explosion has marketers scrambling for chunks of the gold rush. Replete with internal PPC (Facebook Ads), “SEO” and organic social (participation), Facebook has become a massive standalone social ecosystem all rolled up into one incredible viral ball. Join our panel of international Facebook marketing pioneers for a noholds-barred look at: • Getting found organically: Winning use of Fan Pages, Interest Pages, Groups, Events, Applications & Internal Search (Facebook SEO). Panelists will share real big-brand & small business how-to case studies that rock. • Facebook Ads: Learn how to run tens of millions of daily impressions with up to 1.25% CTR, awesome targeting, great lead gen’ and direct response conversions. See examples of SMBs cleaning up regionally, for very little investment. Discover how others have overcome the Facebook UI’s gruelling work ﬂow challenges and discuss emerging tools. • Facebook Competitive intelligence: Zero in with laser precision. Attendees will take away techniques & tactics to target customers and identify inﬂuential users. This includes gathering comprehensive data on your competitors’ most engaged friends, for holistic organic friendmaking and buying your competitors’ friends with Facebook Ads. Moderator Matt McGowan, Managing Director, Americas, Incisive Media Speakers Massimo Burgio, Founder & Chief Strategist, Global Search Interactive Liana Evans, Author and Co-Founder & CEO, LiBeck Integrated Marketing

6(6 )HEUXDU\ ^/21'21`

2:00-3:00pm - Attendees may choose to attend one of the three sessions offered during this time. Room: Whittle

Search, PR and the Social Butterfly RT this. Take social media to the boardroom! Social media continues to spread its wings with the advent of Google Social Search, Bing, Twitter Search and Yahoo’s Twitter-like moves. With the demise of traditional media outlets and the rise of search and social, PR firms have also gotten a big lift and muscled in on the territory once ruled by advertising agencies. Time to eighty-six the anachronistic press kits and media lists and hand over the keyword rich online status updates and Twitter feeds. Don’t miss this opportunity to hear firsthand from online PR/social media pros that bridge the best of both worlds while influencing SEO via Profiles, Fans, Tweets, Friends and Follows. Moderator Kristjan Mar Hauksson, Founder and Director of Search & Online Communications, Nordic eMarketing Speakers Lisa Buyer, President & CEO, The Buyer Group Katy Howell, Managing Director, immediate future Room: Abbey

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

Thursday, 24 February: SES sessions brimming with new ideas and advertising tactics only to hit a wall when they present their plans to the developers responsible for implementing their 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 Crispin Sheridan, SES Advisory Board & Sr Director of Search Marketing Strategy, SAP Speakers Richard Baxter, Founder and Director, SEOGadget Simon Heseltine, Principal Marketing Manager, AOL Inc.

Room: Abbey

Tough Love Site Clinic This interactive session will take volunteers from the audience who would like to have their sites reviewed by two of the industry’s top experts. They may not be gentle but you will love the end results! Moderator Massimo Burgio, Founder & Chief Strategist, Global Search Interactive Speakers Erica Schmidt, SES Advisory Board & Global Search Director, iProspect Ralph Tegtmeier, aka, Fantomaster Room: Henry Moore

Conversion Clinic Room: Henry Moore

Digital Asset Optimisation 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 them? How popular are the new blended search results with users? Moderator Jon Myers, SES Advisory Board & Head of Account Management, Yahoo! UK & Ireland Speakers Patty Moogan, SEO Consultant, Distilled Jim Yu, Founder & CEO, BrightEdge

There are many companies out there for which trafﬁc is not a problem. Are you one of those companies that get plenty of visitors but only about 2% of those that visit convert into a sale or a lead? This interactive session takes volunteers from the audience and examines their websites live to show you why you aren’t making enough sales. Do you know the main issues holding your website from converting visitors? Our panel of experts will make sure you walk away from this session with a great deal more insight about the factors that cause your website to act like a leaky bucket and what to do about them. Speakers Ben Jesson, CEO & Co-founder, Conversion Rate Experts Karl Blanks, Chairman, Conversion Rate Experts 4:30-5:15pm Room: Henry Moore

Wrap-up Session 3:00-3:30pm Afternoon Break 3:30-4:30pm - Attendees may choose to attend one of the three sessions offered during this time. Room: Whittle

At the end of every SES Conference & Expo, we like to provide an opportunity for the audience to give us feedback. Good, bad, indifferent — we listen to it all. So if you have ideas for ways that we can improve the experience, we really want to hear them. Mike Grehan, Global VP Content for SES, Search Engine Watch, and ClickZ, leads a small panel of SES advisory board members to answer any questions you have on any aspect of the show. But more importantly, to listen and take notes.

Social Media & the Marketing Mix

Sessions

In the last year, social media has seen a meteoric rise in exposure, insinuating itself into our collective vernacular & psyche through high proﬁle mainstream media attention. Whether it’s a TwitPic of a plane crash rescue 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. Moderator Lisa Buyer, President & CEO, The Buyer Group Speakers Kristjan Mar Hauksson, Founder and Director of Search & Online Communications, Nordic eMarketing Mel Carson, Microsoft Advertising Community Manager, Microsoft Advertising

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Friday, 25 February: OMS Day 9:00-10:15am KEYNOTE

Lessons from the World’s Largest Brands on How to Harness Social, Search, and Email to drive big market share gains. This panel will dive deep into how they built award winning campaigns and strategies to become the leading brands online and where they are taking things to the next level in 2011. Hear from: IBM, Cisco, British Museum, Starbucks and Dell.

2:00-2:00pm

Actionable Analytics Marketers today are fronted with audience dictates when it comes to reach and engagement. Learn how to determine which metrics you need to be evaulating in order to ensure your messaging is on target and correctly timed. 2:00-2:00pm

Keyword Intelligence Keyword Research that Drives Search, Social and Beyond

10:45-11:45am INTERMEDIATE

Moblie Marketing Metrics When Geo and Local Search intersects Social Media for real Revenue opportunities. We all hear “it’s the year of Mobile”. But finally with Apps, iPhones, Blackberrys and Droids we see that significant traffic and revenue (est over $1B) is coming from the mobile device. So how do we start to measure the impact, and what’s the strategy to execute against to harness mobile as a tool for ecommerce and even lead Generation? 10:45-11:45am

ADVANCED

Facebook, Facebook, Facebook... Ads, Fans, and Groups (and Places). For many sites, facebook is driving MORE trafﬁc than even Google. And we all know that a lot more time is being spent by both the at work professional and online consumer. That being the case, it’s time to have a strategy on how to balance Ads, Fans Page and Groups to drive signiﬁcant lift in awareness and eventual website transactions or lead capture. Here from Facebook themselves on what’s working and why no company, larger or small, btob or btoc can overlook being found on Facebook.

11:45-1:00pm - Lunch

Sessions

1:00-2:00pm

Social Integration Creating Interactive Conversations Across Channels The goal of any business is to grow and know your consumer base and then turn them into raving fans. Learn FIVE things you should be doing to help your business engage consumers and the THREE key channels you should leverage now to create personal, relevant & interactive conversations with your consumer. 1:00-2:00pm

The Evolving Inbox With Gmail’s Priority Inbox and Yahoo recently announcing the integration of Other Inbox, recipients have more control over which messages make it into the inbox and how they’re organized than ever before. Inbox hierarchy is becoming a new deliverability and engagement hurdle. Learn what steps email marketers can take now to ensure ongoing visibility and establish inbox preference.

6(6 )HEUXDU\ ^/21'21`

Go beyond the basics of general keyword research and see how that knowledge can be used to inform all online and ofﬂine marketing channels. This session will teach you systematically how to conduct keyword research and harness the power of those identiﬁed keywords to enable greater marketing success and campaign performace across your PPC, SEO, Social Media, mobile, video and traditional media channels. 3:00-4:00pm

The Key Elements of a Successful, Modern Demand Generation Plan Learn how to craft an effective Demand Generation strategy using the key elements of people, process and technology with the end game of making a revenue impact. 3:00-4:00pm

Managing Reputations in the Digital World Never before have reputations been so volatile and vulnerable as in the current digital space. Learn best practices for managing your personal and corporate reputations and avoiding an online reputation nightmare. This session will cover many simple tactics and strategies to ensure that your online reputation is a true representation of your name and your brand in addition to what to do in the event of an online attack.

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GloMoSoMe!

GloMoSoMe means Global Mobile Social Measurable. It’s a comprehensive, multichannel platform that includes patented technology, as well as other unique features, all backed by the human expertise designed to serve the needs of the 21st century communications professional. You get unparalleled global reach and it’s all measurable. In the world of IR, we simultaneously meet disclosure and reach investors, reporters, and other key audiences better than any other newswire service. With Business Wire, you can easily add your EDGAR/SEDAR filing to your wire order. Our secure in-house disclosure system is backed by highly skilled staff – 24/7. With GloMoSoMe and Business Wire, we have you covered. To ﬁnd out more, go to GloMoSoMe.com or email tradeshow@businesswire.com. Press Release Distribution | Disclosure & Transparency | Regulatory Filings | XBRL | Online Newsrooms ©2011 Business Wire, the Business Wire logo, GloMoSoMe, Global Mobile Social Measurable are trademarks of Business Wire, a Berkshire Hathaway Company.

FOCUS: forecasting

21 social media predictions and trends for 2011 By Erik Qualman

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Erik Qualman is the author of Socialnomics: How social media transforms the way we live and do business. He is currently the global VP of the world’s largest private education company, EF Education. Qualman is a frequently requested International speaker of the Fortune 500 and has been highlighted in numerous media outlets, including BusinessWeek, The New York Times, USA Today, CNET, Mashable, and The Hufﬁngton Post. Qualman holds a B.A. from Michigan State University and an MBA from The University of Texas. He was academic All-Big Ten in basketball at Michigan State and still ﬁnds time to follow his beloved Spartans while living in Boston with his wife. @equalman

Trends to watch in 2011

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Want to learn more? Check out the “Developing Great Content” session at SES London on Wednesday — and learn how your website can get the attention it deserves.

SESLondon.com

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Sean Carton is chief strategy officer at idfive in Baltimore. He was formerly the dean of Philadelphia University’s School of Design + Media and chief experience officer at Carton Donofrio Partners, Inc. @sugarcartoon

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Owning the SERP in 2011: More than just integrating your SEO & PPC By Nick Beck

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Want to learn more? Check out either of these sessions on Tuesday at SES London: “Introduction to Search Engine Marketing” or “PPC or SEO? The Ultimate Search Marketing Battle.”

SESLondon.com E\ ELJ EUDQG OLVWLQJV +RZHYHU W\SLFDOO\ WRS SRVLWLRQ JHWV DURXQG SHUFHQW VHFRQG SRVLWLRQ DURXQG WR SHUFHQW DQG WKLUG SRVLWLRQ DERXW SHUFHQW RI FOLFNV 7KHQ LW GURSV GUDPDWLFDOO\ DV \RX JR GRZQ WKH SDJH 9HU\ IHZ FRQVXPHUV PRYH RQ WR WKH QH[W SDJH XQOHVV LW·V D YHU\ KLJK LQWHUHVW FDWHJRU\ 7R ÀJKW IRU WKHVH SRVLWLRQV \RX FDQ XVH WRROV IURP WKH DUVHQDO VXJJHVWHG DERYH IRU EUDQG WHUPV ,I \RX KDYH UHOHYDQW FRQWHQW UHODWHG WR WKH QRQ EUDQG WHUP RQ PRUH WKDQ RQH SDJH RI \RXU VLWH WU\ WR EXLOG HTXLW\ WR ERWK RI WKHVH WR JDLQ PRUH WKDQ RQH VSRW LQ WKH QDWXUDO OLVWLQJV ,Q DGGLWLRQ SURGXFW IHHGV DQG FRPSDUL VRQ VLWHV DUH JRRG WRROV LI \RX·UH LQ UHWDLO $ UHFHQW VHDUFK IRU ´VRIDµ RQ *RRJOH FR XN VKRZHG WKDW 0 6 KDG D OLVWLQJ LQ 33& LQ WKH QDWXUDO OLVWLQJV ZLWK D JRRG DXWKRULW\ FDWH JRU\ SDJH DQG D SURGXFW IURP WKHLU VKRSSLQJ IHHG RQ WKH WRS WKLUG RI WKH SDJH 7KDW·V WKUHH OLQNV RXW RI WRWDO , KRQHVWO\ GLGQ·W NQRZ WKDW 0 6 FDUULHG VRIDV ³ LI WKH\ ZDQW WR FKDQJH WKDW SHUFHSWLRQ WKH\ DUH JRLQJ DERXW LW WKH ULJKW ZD\ 7KHUH DUH QRZ ORWV RI GLIIHUHQW WRROV WKDW FDQ EH XVHG WR JDLQ YLVLELOLW\ LQ WKH VHDUFK HQJLQHV 0DNH VXUH WKDW \RX DQG \RXU DJHQF\ DUH PDNLQJ WKH EHVW RI WKHP $VN \RXUVHOI :KDW LV \RXU EUDQG·V VHDUFK HQJLQH IRRWSULQW IRU HDFK WDUJHWHG NH\ZRUG" 'HFLGH KRZ \RX FDQ EHVW RZQ WKH 6(53 IRU HDFK RI WKHVH DQG WKXV PRUH VHDUFK HQJLQH UHDO HVWDWH WKDQ \RXU FRPSHWLWRUV Nick Beck is the founder and managing director of Tug, a Shoreditch-based creative search marketing agency. Before starting Tug in 2006, Nick had eight years of online marketing experience. He moved to London in 1999 to work on the American Express account at OgilvyInteractive, where he helped manage website builds and online strategy for Amex, IBM, Unilever, Royal Mail, Yahoo, and Mercedes Benz.

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FOCUS: social media

5 tips for optimizing and integrating your social media content By Liana Evans

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Want to learn more? Check out either of these sessions at SES London: “Monetising Social Commerce” (Wednesday), or “Introduction to Social Media” (Thursday).

SESLondon.com

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FOCUS: growth areas

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the community-generated Q&A section. Gil has recently spoken at search conferences in Seattle, Toronto, New York, and Jerusalem. He writes about management at ManagingGreatness.com. @GilR

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Â&#x192; FOCUS: behavioral programs

Missed opportunities with a stalled targeting program By Andrea Fishman

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FOCUS: blogging

How to add a revenue stream to your blog By Nick Stamoulis

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Nick Stamoulis is the founder of the SEO and SEM ﬁrm Brick Marketing. Nick is an industry veteran who has spoken at top industry conferences. He publishes a weekly SEO newsletter (125,000 opt-in subscribers) and writes daily in his blog, the Search Engine Optimization Journal. @nickstamoulis

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