SES Magazine March 2011 by Incisive Media

brought to you by

YOUR GUIDE TO SES New York Conference Agenda p.5 - 9 Floor Plan p.11 - 14 Sponsors p. 17 - 28 SearchEngineStrategies.com

March 2011

Paid Search Without Keywords

p.46-47

Keynote Speaker Profile: Duncan Watts

Principal Research Scientist, Yahoo

p.48

PLUS

How Search Insights Inform Display Ad Buying p.52-53 How Search and Social Platforms Will Influence TV p.54 thank you to our sponsors

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THE OFFICIAL DECISION ENGINE OF TECHIES, GEEKS, EARLY ADOPTERS & SUPER-NERDS.

Find out more at Booth #1221

contents



FEATURES

46-47

64-65

COLUMNS

PAID SEARCH WITHOUT KEYWORDS For most of its history, AdWords had been presented in a text format, even as the search results morphed into a multimedia experience. The result is that attention was pulled towards organic results at the expense of ads.

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

DOES LATINO MARKETING DESERVE A BIGGER PIE?

YAHOO’S DUNCAN WATTS: WHEN COMMON SENSE FAILS US

Check your addendum!

5-9

11-15 17-28 39-55 79-109

TROLLS ARE INEVITABLE; HERE’S HOW TO DEAL WITH THEM

HOW SEARCH INSIGHTS INFORM DISPLAY AD BUYING

HOW SEARCH AND SOCIAL PLATFORMS WILL INFLUENCE TV

WORKING TOGETHER IN A DATA-DRIVEN ENVIRONMENT

HOW TO MAKE ROBOTS CRY WITH FACETED NAVIGATION

RISE OF THE DIGITAL DRAGON

REACHING THE MOBILE SHOPPER: BEFORE, DURING, AND AFTER THE BIG SALE

Use this schedule overview to outline your week at SES New York.

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

SPONSORS & EXHIBITORS Discover the offerings of companies and organizations at SES New York.

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

SPEAKER BIOS Learn more about the speakers and session moderators.

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

earn $1,000

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

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

MARCH 2011

BRAND MARKETERS COMPETE WITH COUNTERFEITERS IN A SEARCH-DRIVEN WORLD

AGENDA

FLOOR PLAN

Get to know Keynote Speaker Duncan Watts, principal research scientist at Yahoo! Research.

Well-known brands are ripe targets for counterfeiters who compete with legitimate search marketers for traffic, clicks, and conversions.

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

CONFERENCE INFORMATION

Can Google — the biggest technology brand in digital marketing — go where no other company has gone before? Can it persuade advertisers to take a closer look at this thing called Latino digital?

As brands fend off troll legions on their Facebook and Twitter accounts, follow these seven productive methods to abating negativity in your community.

A look at how search can inform the media plan with these strategies: dataming web analytics and on-site search, simple search, six Google tools, and crowdsourcing your research. 

What if we could marry search, social, and TV? What would that look like? Five ideas and apps that are making this a reality. 

Three defining characteristics will help platforms work together and grow the adoption of datadriven advertising in the coming year. 

Implemented carefully, exposing many facets to robots will create high-quality landing pages for long-tail searches. Without care, however, faceted navigation will weave a giant spider trap with seemingly-infinite URL permutations of the same products.

Want to help marketers better understand interactive marketing? Consider these opportunities at ClickZ.Asia and SES Shanghai. 

The role that mobile devices play in the shopping process cannot be narrowed down to an overall, easily identified function, especially when talking about consumers who use mobile devices for shopping purposes. 



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 Operations Manager Operations Manager Registration Associate

Michele McDermott Tamsin Parkin Dan Hoskins Charisse Rosales

welcome

Welcome to SES and SES Magazine, your ofﬁcial guidebook for the week. As a search marketer, you know that the interactive industry is constantly evolving — and so are we. Thanks in part to your feedback, we’ve given SES New York a makeover this year, with shorter sessions, more case studies, and a refreshed speaker lineup. Whether

CLICKZ & SEARCH ENGINE WATCH Executive Editor, ClickZ Director, SEW Managing Editor, News Senior Editor, News Staff Writer Staff Writer Copy Editor Asia Desk Editor

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

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

Matt McGowan Managing Director, North America Incisive Media

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

Contributing Designer Johan Thomas

CORPORATE Chief Executive Tim Weller Group Managing Director James Hanbury

Mike Grehan, Chair Global VP Content SES/Search Engine Watch/ ClickZ

Bryan Eisenberg Bestselling author bryaneisenberg.com

Jon Myers Head of Account Management, Yahoo! UK & Ireland

Matthew Bailey President SiteLogic

Christian Georgeou Marketing Manager SES Conference & Expo

Lee Odden CEO TopRank Online Marketing

Thomas Bindl Founder & CEO Refined 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

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

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to you by

e to Your GuiD York SeS new p.5 - 9

Advertiser Index

agenda conference Plan p.11 - 14 floor p. 17 - 31 Sponsors

March 2011

Please recycle this magazine!

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

www.SESNewYork.com

Comprised of both industry thought leaders and real-world practitioners, the SES 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.

MAGAZINE

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

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SES Advisory Board

Contributors Fred Felman, Adaline Lau, Caroline Chen, Alex Cohen, Hollis Thomases, Giovanni Rodriguez, Jaimie Sirovich, Gregg Stewart, Xuhui Shao, Lori Weiman

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

you’re new to the industry or an expert, we have created an educational and networking environment for you that is unparalleled in its magnitude of offerings. Please do not hesitate to approach us this week, as your suggestions and input are always welcome. We hope you ﬁnd this conference to be a truly valuable experience in your professional development, and that you leave here inspired with new ideas that are relevant to you and everyone on your team. When you get back to the ofﬁce next week, we encourage you to stay sharp by reading SearchEngineWatch.com and ClickZ.com. At SES, our online content, webcasts, magazines, training events, and conferences are all geared toward our year-round mission of helping you achieve your search marketing goals.

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

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Advertiser Page Bing ..............................................II Bruce Clay Inc............................ 71 BtoB Magazine ......................... 10 Business Wire ........................... 66 ClickEquations ........................... 96 eConsultancy ............................ 44 Emarketer.................................. 88 Google ....................................... 29 iContact ..................................... 21 iProspect ..................................... 1

Latinvision ................................. 84 LinkWorth .................................. 80 Majestic SEO ............................. 27 Marin Software ............................IV MycroBurst.com .......................... 3 Online Marketing Institute .......... 32 ReelSEO .................................... 58 Rimm-Kaufman Group ............... 73 Search Marketing Standard ....... 63 SEMPO ...................................... 62 SubmitEdge ............................... 30 Symantec ....................................III The Search Monitor ................... 43

topseos.com .............................. 23 Trackur ..................................... 49 Trellian....................................... 55 Website Magazine ..................... 92 Wiley ......................................... 82 Wpromote Inc. ........................... 16

Agenda

What: SES New York When: Tuesday, Wednesday, Thursday Where: Hilton New York For session details, see pages 31-43 or visit www.SESNewYork.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!

Day 1: Tuesday, March 22 Track Location

Track 1 Sutton Center

Track 2 Sutton South

Track 3 Gramercy

7:30-6:30p 8:00-9:20a

Registration OMI Morning Workshop: Social Media Content Strategy Tactics & Best Practices - Murray Hill

8:30-9:30a 9:30-10:30a

Morning Coffee Conference Welcome/Orientation & Opening Keynote: Duncan Watts, Principle Research Scientist, Yahoo!

10:30-11:30a 11:30-12:30p

Grand Opening of the Expo Hall (Open 10:00am - 6:30pm) Introduction to Search Engine Marketing

SS 6 Strategies for Superior SEM Results

12:30-1:30p 1:30-2:30p

Information Architecture for the Modern Website

SS DoubleClick Search V3 Preview

Developing Great Content

Meet the Buyers: Defining Quality in Buyers Experience

Analytics RX: Diagnosis and Recovery

Introduction to Information Retrieval on the Web

The QAGies Are Coming: The Movement for Quality in Display Advertising

Confidently Projecting ROI for SEO

SS Outmaneuvering the Counterfeiters

Social Media & Conversion: The Yellow Brick Road

The AAAA Digital Committee Speaks about Quality

Key Points in Launching a Global Website

RTB. DSP, ATD, WTF: Finding Quality is a Sea of Solutions

Session Interval The Basics of Link Building

5:15-6:30p

Search: Where to Next?

Afternoon Break in the Expo Halls

4:00-4:15p 4:15-5:15p

Introduction to Analytics

Networking Lunch - Grand Ballroom

2:30-3:00p 3:00-4:00p

Track 5 Nassau

Track 4 Sutton North

SES ď&#x201A;§ March 2011 {NEW YORK}

What Every Paid Search Advertisers Needs to Know about the Bing / Yahoo Search Alliance

Social Media Metrics

Networking Cocktail Reception in the Expo Halls

Monday, March 21st

Wednesday, March 23rd

A 8:00am to 5:00pm - IAB Day: Local Advertising - Location: Rendezvous

A 9:30am to 10:30am - Bing Sponsored Session - Location: Sutton North

A 7:00pm to Late - SES New York Meet & Greet - Location: Bridges Hilton Lobby Bar

Speakers: Duane Forrester, Senior Product Manager, Bing Webmaster Tools, Kunal Das, Search Evangelist

Tuesday, March 22nd

A 1000am to 3:00pm - Contest – Sponsored by 15miles Play Facebook Face-Off @ SES NY | Win an Xbox®360 with Kinect™ - Location: Expo Hall, Booth # 1303

A 10:00am to 6:30pm - Contest – Sponsored by 15miles Play Facebook Face-Off @ SES NY | Win an Xbox®360 with Kinect™ - Location: Expo Hall, Booth # 1303 A 11:00am to 12:00pm - Express Clinic: Quick Social Media Wins Location: Expo Hall Speaker: Liana Evans, Author and Co-Founder & CEO, LiBeck Integrated Marketing A 11:30am to 12:30pm - Wpromote Sponsored Session 6 Strategies for Superior SEM Results - Location: Sutton South A 1:30pm to 2:30pm - Google DoubleClick Search V3 Preview - Location: Sutton South Come see Google’s latest innovations in search advertising, including a preview of major upgrades to the DoubleClick Search management system. A 1:45pm to 2:45pm - Express Clinic: Local, Local, Local! Location: Expo Hall Speaker: Frank Watson, CEO, Kangamurra Media A 3:00pm to 4:00pm - MarkMonitor Sponsored Session Outmaneuvering the Counterfeiters: How to Protect Your Campaign Investments and Your Brand - Location: Gramercy Speaker: Khalid Saleh, Co-founder, Invesp A 3:00pm to 4:00pm - Express Conversion Optimization Clinic Speaker: Khalid Saleh, Co-Founder, Invesp - Location: Expo Hall A 4:15pm to 5:15pm - Express Clinic: Power PPC Advertising Clinic Location: Expo Hall

Agenda

WORKSHOPS, PARTNERED & SPECIAL EVENTS

A 10:00am to 12:00pm - 212 Interactive: Mobile Mobile Everywhere…How to Play in the Sandbox Location: Murray Hill A 11:00pm to 12:00pm - Express Clinic: Super-Size Your SEO! Location: Expo Hall Speaker: Todd Friesen, Director of SEO, Performics A 11:00pm to 12:00pm - WeBuildPages Sponsored Session Over 50 Killer Internet Marketing Tools To Measure Your Online Marketing Strategies - Location: Gramercy A 12:15pm to 1:15pm - Express Search Usability Clinic Location: Expo Hall Speaker: Shari Thurow, Founder & SEO Director, Omni Marketing Interactive A 1:00pm to 2:00pm - Google Ad Innovations - Location: Sutton South Speaker: Lisa Coffey, Product Marketing Manager, Daniel Friedman, Product Marketing Manager, Emel Mutlu, Product Marketing Manager, Jeff Gillis, Product Marketing Manager, Alexandra Kenin, Product Marketing ManagerKit Broussard, Product Marketing Manager A 2:30pm to 3:30pm - Yahoo! Search & Bing Sponsored Session Is the Search Alliance paying off for Search Marketers Location: Sutton Center * Additional fees will apply unless you have an All Access Passport

Speaker: David Szetela, CEO, Clix Marketing A 5:15pm to 6:30pm - Networking Cocktail Reception Location: Expo Hall

SearchEngineStrategies.com § SES

Agenda

Day 2: Wednesday, March 23 Track 1 Gramercy

Track Location

Track 2 Sutton Center

8:00-6:00p

Morning Coffee Channel Surfing: Measuring Profit & ROI Across Channels

SEO 101

10:30-11:00a S S WeBuildPages Over 50 Killer Internet Marketing Tools to Measure Your Online Marketing Strategies Internet Marketing Services

SEO on a Global Scale

Technically Speaking, This is the Way You Do It

Meaningful SEO Metrics: Going Beyond the Numbers

5:00-6:00p

More Bang for the Click

Reaching Latinos Through SEO

PPC Beyond Search: New Ad Formats, Display & Social

Social Media 101

Search & Social Marketing To Latinos: Roundtable

SS Google Ad Innovations

Twitter 2.0: Creating & Distributing the Message

Afternoon Break in the Expo Halls Crossing the Digital Divide: The Leap From Search to Display

Is the Search Alliance paying off for search marketers?

Analytics for the Latino Markets

Enterprise Level SEO

Killer Facebook Targeting Tactics

Ads in a Quality Score World

Social Media Solutions on a Budget

Session Interval

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

Networking Lunch - Grand Ballroom

2:00-2:30p 2:30-3:30p

Paid Search 101

Focus Latino: Introduction and Opening Keynote

Coffee Break in the Expo Halls (open 10:00-3:00pm)

12:00-1:00p 1:00-2:00p

Track 5 Sutton North

OMI Morning Workshop: Social Media Content Strategy Tactics & Best Practices - Murray Hill

8:30-9:30a

11:00-12:00p

Track 4 Sutton South

Registration

8:00-9:20a

9:30-10:30a

Track 3 Nassau

Sponsored Session

SEO is Dead, Long Live SEO!

Improved Conversions with Website Optimization

The Infamous SES Black Hat White Hat Unconferenced Session - Bridges Bar Hilton Lobby

SES ď&#x201A;§ March 2011 {NEW YORK}

Track Location

Track 1 Sutton Center

Track 2 Nassau

Track 3 Sutton South

8:00-4:00p

Local 2.0: The Evolution of Local Search

Music & Search Engine Marketing: Quality Score & The Volume Game

Local & Social: The Future of Promotion

Placement Matters: How Eye-Tracking Helps Improve Display Advertising

Smart Mobile Marketing

Social Network Analysis

Best Practices and Experiences with SEM in the Financial Services Vertical

4:15-5:15p

B2B Search Marketing Tips

Managing Your Online Reputation

B2B Lead Generation Management & CRM Integration

Reserved for LateBreaking Topic

Conversion Tools of the Master Craftsman

Creative Keyword Research

Is Retargeting / Remarketing Right For You?

How to Work Effectively With Your IT Department

Why Does Search Get All the Credit?

Search, PR & the Social Butterfly

Session Interval Duplicate Content & Multiple Site Issues

Search Space: Boldly Take Your Browser Where itâ&#x20AC;&#x2122;s Never Been Before

Generated SEO

Session Interval

3:00-3:15p 3:15-4:15p

Next Gen YouTube Marketing

Networking Lunch

1:45-2:00p 2:00-3:00p

Real Time Marketing: Your Brand and Your Site Session Interval

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

Track 5 Gramercy

Morning Coffee

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

Track 4 Sutton North

Registration

8:30-9:30a 9:30-10:30a

Agenda

Day 3: Thursday, March 24

Competitive Research

Plush Search: How Luxury Brands & Invitation Only Deals Sites are Making a Killing with Search Marketing

Content Marketing Optimization

Conference Wrap-up - Sutton Center

SearchEngineStrategies.com ď&#x201A;§ SES

Winning in today’s B2B markets means going above and beyond. It takes a lot to push your brand above and beyond the competition. The newest, best tools and methodologies. Actionable case studies and best practices from other top B2B marketers. A clear sense of what’s moving the needle today, what’s not and why. In sum, precisely what BtoB Magazine delivers. Every page is packed with everything you need to change the game…and win.

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To download a free digital edition of BtoB’s 2011 Marketers Resource Guide, go to BtoBonline.com/mrg To subscribe, call 1-888-288-5900. Advertisers, please call 212-210-0782. .

Floor Plan

Hilton New York: Level 2

(Sessions)

Registration

Floor Plan

ENTRANCE TO SESSIONS

Clinton

Gibson

Press Room

Speaker Room

Sutton North

Sutton Center

Murray Hill (Tuesday) OMS 8 - 9:20a DMEF 12 - 2p

Gramercy

(Wednesday) OMS: 8 - 9:20a NY212: 10a - 12p

Nassau Sutton South

 Registration  Press/Speaker rooms

 Session rooms  Additional programs

Hilton New York: Level 3



ENTRANCE TO AMERICAS HALLS/ EXPO HALL

HILTON FLOORS

Grand Ballroom Keynote/Lunch

 The Grand Ballroom will host the Keynote and Lunch.

(Keynote & Lunch)

SES  March 2011 {NEW YORK}

Hilton (AMERICAS HALL 1, booths 1000-1512)

1230 1305

1304 1417

1128 1227

1228 1303

1302 1415

1226 1301

1300 1413

1416

1412

1124

EMAIL CENTER

Floor Plan

1229

1221

ELEVATOR BANKS

1408

1116 1217

1406

ELEVATOR BANKS

1404

ELEVATOR BANKS

FREIGHT ELEVATOR

AVENUE OF THE AMERICAS

1500 1502 1504 1506 1512

1402 ELEVATOR BANKS

1112 1211

1400

ESCALATOR

TO AMERICAS HALL II

FREIGHT ELEVATOR

1106 1205

1208

1403

1015 DO WN

1001

1007

1011

ENTRANCE 1000 INDICATED FIRE ALARMS

Tuesday, March 22 (10a-6:30p) Networking Reception (5:15-6:30p) Wednesday, March 23 (10a-3p) 

1008

1012

1018

54th STREET

INDICATED FIRE EXITS

Exhibit Hall Hours

1004

Registration Hours Tuesday, March 22 (7:30a-6:30p) Wednesday, March 23 (8a-6p) Thursday, March 24 (8a-4p) 

Conference Hours Tuesday, March 22 (9:30a-5:15p) Wednesday, March 23 (9:30a-6p) Thursday, March 24 (9:30a-4p) 

SearchEngineStrategies.com  SES

Hilton (AMERICAS HALL 2, booths 2000-2522)

Floor Plan

AVENUE OF THE AMERICAS

Sales office 2400 2402

2412

2406 2408

2231

2230 2305

2227 2229

2228 2303 2226 2301

Theater

2300 2520

2223 2220

2221

E LEVATOR BANKS

2516

2219

2214

2215

ENTRANCE DO WN

2514

E LEVATOR BANKS

FREIGHT ELEVATOR

2216

E LEVATOR BANKS

2508

E LEVATOR BANKS

F REIGHT ELEVATOR

2209 2208 2502

2205 2106 2108 2001 2003

2201

2000 I NDICATED FIRE ALARMS

Tuesday, March 22 (10a-6:30p) Networking Reception (5:15-6:30p) Wednesday, March 23 (10a-3p)

SES ยง March 2011 {New York}

2007

2010 2012 2014 2016

54th STREET

I NDICATED FIRE EXITS

Exhibit Hall Hours

2004 2006 2008

2500

Registration Hours A A A

Tuesday, March 22 (7:30a-6:30p) Wednesday, March 23 (8a-6p) Thursday, March 24 (8a-4p)

Conference Hours A A A

Tuesday, March 22 (9:30a-5:15p) Wednesday, March 23 (9:30a-6p) Thursday, March 24 (9:30a-4p)

Company

Booth

15miles ..........................................................................1303 7Search.com ..................................................................1004 Acquisio..........................................................................1227 Adlucent .........................................................................2301 American Express OPEN .................................................2208 AnalyticsSEO.com ...........................................................2001 Atrinsic ..........................................................................1112 AuroIN LLC .....................................................................2220 Best of the Web ..............................................................1404 Bing ................................................................................1221 blekko ............................................................................1417 Blogsvertise ....................................................................1302 Brafton,Inc. .....................................................................2216 BrightEdge ......................................................................1400 ClickEquations ................................................................1416 Clickworker ....................................................................2229 Compete .........................................................................1106 Direct Agents, Inc............................................................1228 Email Center Sponsored by Bruce Clay .............. 1116 & 2520 Emailvision .....................................................................2215 Express Site Clinics.........................................................2508 eZanga.com....................................................................1012 Full Sail University ..........................................................1500 Google ............................................................................1001 gShift Labs .....................................................................2004

Company

Booth

iContact ..........................................................................1205 iCrossing ........................................................................2205 ideaLaunch .....................................................................1008 Inceptor ..........................................................................2214 Indus Net Technologies ...................................................1506 iProspect ........................................................................1128 Kenshoo .........................................................................2223 LinkWorth .......................................................................1502 LivePerson ......................................................................1300 Local.com .......................................................................1018 LocalSplash.com ............................................................1226 LocationInsight ...............................................................2106 LookSmart ......................................................................1301 Majestic SEO ..................................................................2227 Marchex .........................................................................2209 Marin Software ...............................................................1011 Market Motive Training Institute ....................................2006 MycroBurst.com .............................................................2226 Online Marketing Institute ...............................................2500 Onward Search ...............................................................2228 OrangeSoda, Inc. ............................................................1217 PM Digital .......................................................................1015 PRWeb............................................................................1413 Raven Internet Marketing Tools .......................................1504 Rimm-Kaufman Group ....................................................1304

Company

Booth

Searchmetrics GMBH ......................................................1230 Sedo ...............................................................................1229 SEMPO ...........................................................................2008 seoClarity .......................................................................1402 SES Sales Office .............................................................2412 SES Theater ....................................................................2300 SEW/ClickZ .....................................................................2514 Sitecore ..........................................................................1305 SiteWit ............................................................................1403 SubmitEdge ....................................................................2219 Superpages.com.............................................................1000 Symantec - VeriSign Authentication Division ...................1007 teliad Internetmarketing GmbH .......................................1415 The Trade Desk ...............................................................2230 topseos.com ...................................................................1408 TrafficShaping.................................................................1412 Trada Inc.........................................................................1512 Trellian............................................................................2221 Visibility Magazine ..........................................................1406 Visual IQ, Inc. ..................................................................1124 WebmasterRadio.FM .......................................................2007 Website Magazine...........................................................1208 WordWatch .....................................................................2231 Wpromote Inc. ................................................................1211

Express Site Clinics

Theater Presentations

(Booth 2508; open to all attendees)

(Americas Hall 2, Booth 2300; open to all attendees)

Tuesday, March 22

Quick

seoClarity, “5

Social Media Wins (11:00 – 12:00p) Stumped about social media? Wondering why what you’re doing in your social media efforts isn’t helping your bottom line? Not getting the results you hoped to see? Or are you just overwhelmed by everything that’s out there in social media and don’t know where to start? At this express clinic, social media marketing expert Liana “Li” Evans will take a high level look at your social media tactics and help you tweak them to provide you with some quick wins with social media marketing. Speaker: Liana Evans, Author and Co-Founder & CEO, LiBeck Integrated Marketing

Power

PPC Advertising Clinic (12:30 – 1:30p) Get your Google AdWords PPC advertising campaigns and landing pages expertly analyzed, with specific recommendations for improvement and optimization. Or just come to watch and learn a wide range of tips and best practices! Speaker: David Szetela, CEO, Clix Marketing

Local, Local, Local!

(1:45 – 2:45p) Are you marketing a local business? Are you listed in Google Maps? Do you have a Places page? Get some insights into creating and optimizing your local listings? Learn about the tools and methods for improving location based businesses online. Speaker: Frank Watson, CEO, Kangamurra Media

Express

Conversion Optimization Clinic (3:00 – 4:00p) How much money are you leaving on the table? Discover what elements on your website are stopping visitors from converting. Get one-on-one advise for usability, design and copy that you can implement right away to see an uplift in sales and conversions. Speaker: Khalid Saleh, Co-founder, Invesp

Wednesday, March 23 Super-Size

Your SEO! (11:00 – 12:00p) Want to super-size your SEO? Ensure your brand visibility on a crowded SERP? Todd Friesen, Performics’ Director of SEO, will provide a live SEO site clinic, providing tangible observations and executable deliverables. During the real time Q&A, he’ll review a number of Web sites, discuss common pitfalls and additional areas of interest. Attendees will leave with a better understanding of critical SEO opportunities, high-impact solutions and keys to improve overall performance. Speaker: Todd Friesen, Director of SEO, Performics

Express

Search Usability Clinic (12:15-1:15p) Get one-on-one advice for usability, design, copy, site navigation, information architecture and any technical issues that may prevent your Web site from receiving high quality search engine traffic and visitor conversions. Speaker: Shari Thurow, Founder & SEO Director, Omni Marketing Interactive

Yahoo!

Enterprise Level SEO Analyses You Can Use Now!” (10:10-10:30am)

Search / Bing , “Yahoo! Search and Bing: How to Optimize in the Combined Marketplace”

(10:40-11:00a) Marin

Software, “Take Back Your Lunch Hour: a New Simpler Approach to Paid Search Success”

(11:10-11:30am) iProspect, “Bedbugs, Roaches, and Compete, “5

iContact, “3 Tips Symantec

Mice... Oh My!” (11:40-12:00pm)

Steps to Online Marketing Success Using Competitive Intelligence” (12:10-12:30pm) to Integrating Email, Social and Your SEO” (12:40-1:00pm)

– VeriSign Authentication Division, “Trust Indicators to Drive Traffic & Maximize Click-

Through Rates” (1:10-1:30pm) Wpromote

Inc., “Using Infographics For SEO Link Building” (1:40-2:00pm)

OrangeSoda, Inc., “Local American Trada

Marketing Solutions” (2:10-2:30pm)

Express OPEN, “Avoiding the 7 Paid Search Account ‘Gotcha’s’” (2:40-3:00pm)

Inc., “Beating Goliath at PPC” (3:10-3:30pm)

Website

Magazine, “12 Web Fundamentals in 12 Minutes” (3:40-4:00pm)

 Atrinsic, “Your Affiliate Emailvision, “7

Program Cannibalizing Your Paid Search Efforts?” (4:10-4:30pm)

Rules of Success for Email Marketing” (4:40-5:00pm)

SEMNE, “Presented

by SEMNE - What Should Google Do About Paid Links” (5:15-6:30pm)

Wednesday, March 23 Superpages.com, “Transparent Value Google, “Get

in Action through Local Search” (10:10-10:30am)

a sneak peak of DoubleClick Search V3” (10:40-11:00am)

ideaLaunch, “Guiding Local.com, “What’s

the Content Marketing Ship and Measuring the ROI” (11:10-11:30am)

Really Going On With Local Search? The What, Where and How Of It...”

(11:40-12:00pm) Bruce

Clay, Inc, “The New SEOToolSet” (12:10-12:30pm)

iCrossing, “Marketing Yahoo!

and SEO for Mobile Apps” (12:40-1:00pm)

Search / Bing, “Yahoo! Search and Bing: How to Optimize in the Combined Marketplace”

(1:10-1:30pm) 15miles, “Local

Place Pages - What Every Marketer Needs to Know” (1:40-2:00pm)

Brafton, “Content

Marketing Challenges You can Overcome in 2011” (2:10-2:30pm)

BrightEdge, “Best

Practices For Turning SEO Into An Enterprise-Wide Discipline” (2:40-3:00pm)

Focus

Latino: Is Your Business Ready for the Hispanic Online Market? (1:30-2:30p) There are approximately 30 million internet users in the U.S. alone and close to 200 million in Latin America. The Hispanic online market is booming at an amazing rate and the question is: Is your business ready? Identify and measure your website’s ability to turn Hispanic visitors into customers, members, or subscribers. We will evaluate the quality of your website and let you find out if your online strategy is Hispanic friendly. We will give recommendations on marketing and conversion optimization strategies. Get ready for the Hispanic online market boom now, so you can watch your consumer base grow. Speaker: Marcelo R. Rodriguez, Founder, Inlanet Digital Marketing LLC.

SearchEngineStrategies.com  SES

Floor Plan

Exhibitor List: Booth Numbers

Sponsors & Exhibitors SearchEngineStrategies.com ยง SES

Expo Hall Hours

 Tuesday, March 22 10a-6:30p

For more information on how to find the following exhibitors, see the Floor Plan on pages 11-14.

 Wednesday, March 23 10a-3p



(networking reception, 5:15-6:30p)

Platinum Sponsors Bing

Google

Booth 1221 Sponsored Sessions

Booth 1001 WiFi Sponsor

www.bing.com

www.google.com

Bing, the decision engine from Microsoft Corp., represents a new generation of search. Bing was developed to deliver results in a visually stunning way that makes it easy for users to find the information they need. People today expect more than 10 blue links on a page, and Bing is Microsoft’s first step in a broader effort to evolve search into a more refined tool that helps people cut through Internet clutter. Designed with today’s searchers in mind, Bing provides intelligent tools to simplify tasks and help people make fast decisions.

Sponsors & Exhibitors

Gold Sponsors

Marin Software Booth 1011 Track Sponsor www.marinsoftware.com

Marin Software is a leading provider of online advertising management solutions, offering an integrated platform for managing search, display, and social marketing. The company’s platform helps advertisers and agencies save time and improve financial performance by increasing marketing insight, efficiency, and effectiveness. Headquartered in San Francisco, with offices worldwide, Marin Software powers marketing campaigns for over 800 clients managing more than $1.8 Billion in annualized ad spend in more than 47 countries.

Symantec - VeriSign Authentication Division Booth 1007 Track Sponsor Symantec is a global leader in providing security, storage, and systems management solutions to help consumers and organizations secure and manage their information and identities. Symantec software and services protect against more risks at more points, more completely and efﬁciently, enabling conﬁdence wherever information is used or stored. Symantec provides organizations with security and management through its endpoint security, messaging security, application security and security management solutions. In addition, Symantec’s encryption products, now including PGP, enable organizations to deliver comprehensive data protection with proven standards-based technology. With its recent acquisition of VeriSign’s identity and authentication technology, Symantec provides capabilities for protecting information and identities online so that customers can be assured that websites are authentic and secure. Symantec Hosted Services uses the power of cloud computing to provide essential protection while virtually eliminating the need to manage hardware and software on site. More information is available at www. symantec.com.

SES  March 2011 {NEW YORK}

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

iContact Booth 1205 www.icontact.com

iContact empowers you to engage, educate, and retain your targeted customers and prospects with efﬁcient email communications – and ultimately maximize your marketing and retention efforts. iContact leads the industry with a 99%* deliverability rate, so you can trust that your messages reach the customer-inbox. With plans starting as low as $9 per month, iContact makes it easy for over 600,000 users worldwide to create and send email marketing campaigns. Capitalize on the revenue-generating power of email marketing and chose iContact for trusted email marketing made simple. Take a free trial, sign up, or learn more today at www. iContact.com. *The third-party company Pivotal Veracity scores iContact’s email deliverability rate between 99%

Silver Sponsors American Express OPEN Booth 2208 Keynote Sponsor www.open.com

American Express OPEN is dedicated to helping our customers ﬁnd new ways to do more business. That’s why we’re introducing SearchManager, the new online solution that helps simplify search marketing, an increasingly important way to ﬁnd new customers and drive sales. And that’s how we’re helping businesses Boom.z

Silver Sponsors continued on next page



Bruce Clay, Inc.

7Search.com

Booth 1116 Email Center Sponsor

Booth 1004 www.7search.com

Since 1996, http://www.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.

iProspect Booth 1128 www.iprospect.com

iProspect is the Original® Search Engine Marketing Firm. The company helps many of the world’s most successful brands maximize their online marketing ROI through natural search engine optimization, 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.

SubmitEdge Booth 2219 www.submitedge.com

Located in UK, US and India, SubmitEdge is one of the largest contextual link building company in SEO Industry. We are ISO 9001-2008 certiﬁed company with over 200 in-house employees. Since our production house is in India it makes easy for us to offer services at affordable prices. SubmitEdge has served over 18000 customers worldwide since 2006. Our link building effort has helped our customers achieve their SEO goals to get organic ranking leading to increase in trafﬁc and sales. SubmitEdge is brain child of Kush Infosystems Pvt. Ltd. that specialized in SEO, Content Writing and Web Programming.

7Search.com is a high performing, low-cost advertising pay-per-click 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 & patented fraud detection, responsive & expert PPC customer support and innovative advertiser tools and services.

Acquisio Booth 1227 www.acquisio.com

The world’s leading developer of performance marketing solutions for agencies, Acquisio helps marketers buy, track, optimize, and report on media across all major search, social, and display networks. With more than $500MM in ad spend under its management, Acquisio is the multi-channel ad management solution preferred by advertising and marketing agencies. Acquisio’s suite of solutions empowers over 300 interactive agencies around the world — including Bruce Clay, Yellow Pages Group, SEO Inc., aimClear, Page Zero, Find Me Faster, Leverage Marketing, and SEER Interactive — helping them increase productivity, efﬁciency and ROI.

Adlucent Booth 2301 www.adlucent.com

Adlucent partners with leading online and multi-channel retailers to maximize profitable revenue growth and improve business performance using paid search. Our personalized approach to client success reflects that retail is different. Strategies that work in other industries do not translate to retail due to product demand volatility caused by shifts in pricing, competition, inventory levels, and seasonality. Adlucent’s solution combines our proprietary, retail-optimized Deep Search™ software platform, retail industry expertise, and a unique performance-based compensation model that aligns our goals with yours. The result: we typically deliver 30 percent revenue gains for our clients in the first year. Follow us on Twitter at http://www.twitter.com/adlucent

AnalyticsSEO.com Booth 2001 www.analytIcsseo.com

Exhibitors 15miles Booth 1303 www.15miles.com

Stemming from 40-plus years of industry experience, 15miles helps businesses of all sizes reach consumers in local markets, where the majority of sales happen. It does this by positioning brands at the forefront of targeted consumers’ search results through the application of ofﬂine, online and mobile solutions, including Internet Yellow Pages, listings management, SEO, social-media marketing, PPC advertising and website development. 15miles understands that local search is no longer just about advertising, which is why it strives to foster positive brand experiences wherever consumers are searching, shopping or socializing. For more information about 15miles’ lead-generating local-marketing services, please visit www.15miles.com.

Exhibitors continued on page 22



Analytics SEO is a new suite of time saving SEO software tools that automate the SEO process. For SEO and website design agencies - the pre-sales analysis tools will help you to win more clients and manage multiple ongoing SEO campaigns more efﬁciently, improving client satisfaction and retention whilst increasing your proﬁtability. For website owners - the customised SEO tasks, advice, reports and project management tools will help you to close the rankings gap between you and your competitors. For everyone - intelligent automatic tracking and competitive site monitoring helps you piggyback off your competitors’ link building campaigns and gain a competitive advantage. Ask about our multi-site/agency trial accounts.

Atrinsic Booth 1112 www.atrinsic.com

Atrinsic is one of the leading digital advertising and entertainment networks in

SearchEngineStrategies.com  SES

Sponsors & Exhibitors

www.bruceclay.com

Product & Service Guide Advertising Networks

7Search ............................................................. 1004 Blogsvertise ....................................................... 1302 LinkWorth .......................................................... 1502 LocalSplash.com ............................................... 1226 LookSmart ......................................................... 1301 Marchex ............................................................ 2209 SuperPages.com................................................ 1000 teliad Internetmarketing GmbH .......................... 1415 Trada Inc............................................................ 1512 Trellian............................................................... 2221

Affiliate & Performance Based Marketing Solutions

LookSmart ......................................................... 1301 Marchex ............................................................ 2209 TrafficShaping.................................................... 1412

Blog Advertising

Blogsvertise ....................................................... 1302 LinkWorth .......................................................... 1502 teliad Internetmarketing GmbH .......................... 1415

Content Management

Sitecore ............................................................. 1305

Content & News Feed Providers

Sponsors & Exhibitors

Brafton, Inc. ....................................................... 2216 ideaLaunch ........................................................ 1008 PRWeb............................................................... 1413 Website Magazine.............................................. 1208

Display Advertising

Acquisio............................................................. 1227 Bing ................................................................... 1221 iProspect ........................................................... 1128 Local.com .......................................................... 1018 MycroBurst.com ................................................ 2226

Email Marketing Solutions

Direct Agents, Inc............................................... 1228 Emailvision ........................................................ 2215 iContact ............................................................. 1205 Sitecore ............................................................. 1305

General Search Engines

7Search ............................................................. 1004 Best of the Web ................................................. 1404 Bing ................................................................... 1221 blekko ............................................................... 1417 eZanga.com....................................................... 1012

Interactive Marketing Agencies

15miles ............................................................. 1303 Atrinsic .............................................................. 1112 Brafton, Inc. ....................................................... 2216 Direct Agents, Inc............................................... 1228 iCrossing ........................................................... 2205 Inceptor ............................................................. 2214 MycroBurst.com ................................................ 2226 Onward Search .................................................. 2228 The Rimm-Kaufman Group ................................ 1304

Interactive Marketing Associations & Publications

Full Sail University ............................................. 1500 topseos.com ...................................................... 1408 Visibility Magazine ............................................. 1406 Website Magazine.............................................. 1208

Internet Business Publication

Website Magazine.............................................. 1208

Local Search Marketing Services and Directories

15miles ............................................................. 1303 AnalyticsSEO.com .............................................. 2001 AuronIN LLC ...................................................... 2220 Best of the Web ................................................. 1404 Clickworker ....................................................... 2229

SES ď&#x201A;§ March 2011 {NEW YORK}

Local.com .......................................................... 1018 LocalSplash.com ............................................... 1226 LocationInsight .................................................. 2106 Marchex ............................................................ 2209 OrangeSoda, Inc. ............................................... 1217 SuperPages.com................................................ 1000

Marketing Optimization Solutions

Acquisio............................................................. 1227 American Express OPEN SearchManager ........... 2208 AuronIN LLC ...................................................... 2220 BrightEdge ......................................................... 1400 ClickEquations ................................................... 1416 Clickworker ....................................................... 2229 Compete ............................................................ 1106 Google ............................................................... 1001 gShift Labs ........................................................ 2004 iCrossing ........................................................... 2205 Kenshoo ............................................................ 2223 LocalSplash.com ............................................... 1226 PRWeb............................................................... 1413 Raven Internet Marketing Tools .......................... 1504 Searchmetrics GmbH ......................................... 1230 Sedo .................................................................. 1229 seoClarity .......................................................... 1402 SiteWit ............................................................... 1403 SubmitEdge ....................................................... 2219 topseos.com ...................................................... 1408 TrafficShaping.................................................... 1412 Trellian............................................................... 2221 Visibility Magazine ............................................. 1406 Visual IQ ............................................................ 1124 WordWatch ........................................................ 2231

Mobile & Rich Media Advertising Solutions

MycroBurst.com ................................................ 2226

Organic Search Marketing

Atrinsic .............................................................. 1112 AuronIN LLC ...................................................... 2220 Best of the Web ................................................. 1404 Brafton, Inc. ....................................................... 2216 BrightEdge ......................................................... 1400 gShift Labs ........................................................ 2004 ideaLaunch ........................................................ 1008 Inceptor ............................................................. 2214 Indus Net Technologies ...................................... 1506 iProspect ........................................................... 1128 LinkWorth .......................................................... 1502 LocationInsight .................................................. 2106 MajesticSEO ...................................................... 2227 OrangeSoda, Inc. ............................................... 1217 PM Digital ......................................................... 1015 PRWeb............................................................... 1413 Raven Internet Marketing Tools .......................... 1504 Sedo .................................................................. 1229 seoClarity .......................................................... 1402 SubmitEdge ....................................................... 2219 topseos.com ...................................................... 1408 Trellian............................................................... 2221 Visibility Magazine ............................................. 1406 Wpromote Inc. ................................................... 1211

Pay-Per Click Networks and Management Services

7Search ............................................................. 1004 American Express OPEN SearchManager ........... 2208 Blogsvertise ....................................................... 1302 eZanga.com....................................................... 1012 LocationInsight .................................................. 2106 LookSmart ......................................................... 1301 OrangeSoda, Inc. ............................................... 1217 PM Digital ......................................................... 1015 Sedo .................................................................. 1229 SuperPages.com................................................ 1000 The Rimm-Kaufman Group ................................ 1304 Trada Inc............................................................ 1512 WordWatch ........................................................ 2231 Wpromote Inc. ................................................... 1211

*Booth #s on right

Search Marketing Agencies

15miles ............................................................. 1303 Atrinsic .............................................................. 1112 Direct Agents, Inc............................................... 1228 eZanga.com....................................................... 1012 iCrossing ........................................................... 2205 ideaLaunch ........................................................ 1008 Inceptor ............................................................. 2214 Indus Net Technologies ...................................... 1506 iProspect ........................................................... 1128 Onward Search .................................................. 2228 PM Digital ......................................................... 1015 SubmitEdge ....................................................... 2219 teliad Internetmarketing GmbH .......................... 1415 The Rimm-Kaufman Group ................................ 1304 Trada Inc............................................................ 1512 Wpromote Inc. ................................................... 1211

Search Marketing Software

Acquisio............................................................. 1227 American Express OPEN SearchManager ........... 2208 AnalyticsSEO.com .............................................. 2001 BrightEdge ......................................................... 1400 ClickEquations ................................................... 1416 Google ............................................................... 1001 gShift Labs ........................................................ 2004 Kenshoo ............................................................ 2223 Marin Software .................................................. 1011 Raven Internet Marketing Tools .......................... 1504 Searchmetrics GmbH ......................................... 1230 seoClarity .......................................................... 1402 SiteWit ............................................................... 1403 WordWatch ........................................................ 2231

Shopping Cart & E-Commerce Solution Providers

LivePerson ......................................................... 1300

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

Bing ................................................................... 1221 Local.com .......................................................... 1018

Staffing Solutions

Full Sail University ............................................. 1500 Indus Net Technologies ...................................... 1506 Market Motive.................................................... 2006 Onward Search .................................................. 2228

Training Courses & Certification in Search Marketing

Full Sail University ............................................. 1500 Market Motive.................................................... 2006 Online Marketing Institute .................................. 2500

Web Analytics

AnalyticsSEO.com .............................................. 2001 blekko ............................................................... 1417 ClickEquations ................................................... 1416 Compete ............................................................ 1106 MajesticSEO ...................................................... 2227 Market Motive.................................................... 2006 Sitecore ............................................................. 1305 SiteWit ............................................................... 1403 Visual IQ ............................................................ 1124

Website Search and Technologies

blekko ............................................................... 1417 Clickworker ....................................................... 2229 LivePerson ......................................................... 1300 MajesticSEO ...................................................... 2227 Searchmetrics GmbH ......................................... 1230

Website Security from Click Fraud Prevention

Symantec - Verisign Authentication Division ....... 1007

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

AuroIN LLC Booth 2220 www.auroin.com

Since 1999, http://www.auroin.com has been one of the leading search engine optimization(SEO) Web destinations. Today, AuroIN LLC. is a global Internet marketing company providing SEO, PPC, SMO, Analytics, Reputation Management, Conversion Optimization services etc. Their 700-plus SEO professionals are extremely good and produce the best result. If you have worked with several SEO companies in the past; none of them fulfilled reasonably anything that they promised. If they took your money and disappeared. If they promised things, achieved a small part of their promises and then fell asleep or something, things were really sluggish. Then AuroIN comes into the picture. AuroIN client retention rate is very high. Many of clients are working with them for above 5 years. You can use AuroIN for Guaranteed Result!commentary and detailed, in-depth features, all drawing on our unrivalled experience in this area, and all aimed at answering one fundamental question: how can interactive media improve my business?

Best of the Web Booth 1404 www.botw.org

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

blekko Booth 1417 www.blekko.com

blekko is a better way to search the web by using slashtags. Slashtags search only the sites you want and cut out the spam sites. Use friends, experts, community or your own slashtags to slash in what you want and slash out what you don’t.

Blogsvertise Booth 1302 www.blogsvertise.com

Blogsvertise is an exciting way for advertisers to begin advertising on blogs and reach the blogging community. Benefits for internet advertisers are enomous. By advertising on blogs, advertisers generate buzz, build publicity, and promote their websites. With the Blogsvertise system, advertisers are in full control of the advertising process deciding which blogs they wish to advertise on before start ing their ad campaign. We are one of the oldest and largest blog advertising networks online. Bloggers also benefit through the blogsvertise ad network by registering their

SES § March 2011 {New York}

blog in the system and earning extra income and revenue by placing advertise ments on their blogs. Don’t just Advertise, Blogsvertise! For more information visit us at www. blogsvertise.com

Brafton, Inc. Booth 2216 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.

BrightEdge Booth 1400 www.brightedge.com

Founded in 2007, BrightEdge is the #1 enterprise SEO Platform designed to increase revenue from organic search in a measurable, predictable way. Our technology infrastructure and metrics-driven approach empowers marketers to drive impactful SEO results by taking the guesswork out of SEO. The company’s breakthrough technology helps customers including VMware, Symantec, MySpace, Esurance and Trulia drive more than $3 billion in organic search revenue annually. Based in San Mateo, Calif., BrightEdge is privately held with financing from Battery Ventures, Altos Ventures and Illuminate Ventures.

ClickEquations Booth 1416 www.clickequations.com

ClickEquations is the first intelligent paid search platform for large advertisers and agencies. ClickEquations offers complete 3-engine management, bidding, and reporting plus intelligent extras that make life easier. ClickEquations Segments help you focus with 1-click filters show the critical slices of your campaigns. ClickEquations Adviser highlights the most important things to do with a set of best practices algorithms. 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 1416 for a demo or learn more about our pay per click software at http:// www.clickequations.com

Clickworker Booth 2229 www.clickworker.com

Clickworker enables companies to rethink the way they do the work they do today, and reconsider — through a whole new lens of possibilities — ways to work in the future. We serve an array of U.S. and international clients with a web-based platform that utilizes crowdsourcing to break large projects into microtasks that are executed by our thousands of workers. Completed tasks are consolidated utilizing our market-tested work-flow system and delivered only after having been certified by industry-leading quality assurance processes. Whether through base applications or custom solutions developed for unique requirements, our ClickQwik™ SEO Text Creation, Data Authentication, and other services offer clients time-tomarket advantages, cost savings, and broad-based business information improvements. Join those profiting from the myriad benefits of

Clickworker’s distributed, dynamic, multi-national workforce. Contact CEO/ USA Greg Curhan, 415-800-0101, greg.curhan@clickworker.com.

Compete Booth 1106 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 industry-leading data management practices ensure our panel is unmatched in its depth, quality and integrity. Compete is a unit of TNS Media and a member of the WPP Digital Network. To learn more about Compete, please visit www.competeinc.com. And to increase your digital intelligence, visit www.compete.com or our awardwinning blog at www.blog.compete.com.

Sponsors & Exhibitors

Direct Agents, Inc.

ensure clean, qualified traffic.

Full Sail University Booth 1500 www.fullsail.edu

Both Full Sail University’s Internet Marketing bachelor’s and master’s degrees explore the many opportunities available for utilizing the Internet to market effectively. Learn to plan, launch and optimize marketing campaigns that build brand recognition, drive traffic, and generate conversions. These comprehensive programs cover all facets of online marketing including e-commerce, social media, pay-per-click and SEO. You’ll explore online operating models through courses that cover affiliate marketing and e-commerce, and utilize real-world tools to gain practical experience. Our experienced teaching staff is subject-matter experts, focused on providing course materials that give you the most current information. Our innovative learning management system gives you all the tools you need to be a successful online student. With an Internet Marketing degree from Full Sail University, you will be positioned to pursue the business career you desire. Graduates start their own business, become consultants, work as marketing managers, or specialize in specific areas.

Booth 1228

gShift Labs

www.directagents.com

Booth 2004

Direct Agents is a full service performance-based marketing agency providing brand advertisers with customized online advertising campaigns. With over 8 years of experience in launching and managing successful acquisition based online campaigns, Direct Agents is committed to helping advertisers achieve quality and measurable results. Through our complete range of search engine marketing services including paid search management, search engine optimization and social media marketing, Direct Agents helps advertisers acquire new customers. Our full service approach allows our search clients to utilize our additional areas of expertise which includes affiliate program management, prospect email marketing and lead generation. Stop by our booth #1228 for more information on how we can help you with your online marketing initiatives.

Emailvision

www.gshiftlabs.com

gShift’s flagship product, Web Presence Optimizer™ is a Software as a Service (SaaS) SEO platform built for agencies and marketers that need to get control of their organic search efforts. There is nothing to install or download. Our solution is unique because it provides non-technical people with plain language recommendations on what to do next to your web presence in order to improve your organic search results. When you implement a system recommendation it is linked to your web analytics for tracking over time. So you can understand how a particular change has impacted your organic ranking and traffic to your website. gShift Labs can be contacted at 705-252-9371 or by visiting www. gshiftlabs.com.

Booth 2215

iCrossing

www.emailvision.com

Booth 2205

Founded in 1999, Emailvision has grown to become the most global email & social marketing service provider. The Emailvision software service, Campaign Commander™ provides excellence in technology and service for online relationship marketing. With offices in the major global markets and an international network of support and professional services, with Emailvision now you can have it all - Global. Local. Social.

eZanga.com Booth 1012 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 only 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 benefits including 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

SES § March 2011 {New York}

www.icrossing.com

iCrossing is a global digital marketing agency that combines talent and technology to help world-class brands find and connect with their customers. The company blends best-in-class digital marketing services — including paid search, search engine optimization, Web development, social media, mobile, research and analytics — to create integrated digital marketing programs that engage consumers and drive ROI. iCrossing’s client base includes such recognized brands as The LEGO Group, Epson America and Toyota, and 40 Fortune 500 companies, including The Coca-Cola Company and MasterCard. Headquartered in Scottsdale, Ariz., the company has 600 employees in 12 offices in the U.S. and Europe. iCrossing is a unit of Hearst Corporation, one of the nation’s largest diversified media companies. For more information, please visit www.icrossing.com.

ideaLaunch Booth 1008 www.idealaunch.com

Valuable, relevant content is what your company needs to attract and

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

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 pay-per-click, hosted content pages, paid blog reviews, SEO consulting services, article submission, directory submission, press releases, and custom content creation.

Inceptor

www.solutions.liveperson.com

www.inceptor.com

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, providing the customized strategies, open communications and responsive service that will allow you to reach your business goals. Our active, hands-on approach to Pay Per Click (PPC), Search Engine Optimization (SEO) and Comparison Shopping Engine (CSE) programs can lead you to higher ROI, increased online visibility and 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. InceptorSM, formerly Idearc Search Marketing

Indus Net Technologies Booth 1506 www.indusnet.co.in

Indus Net Technologies (Established in 1997), provides an integrated, result 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 which is reinforced through our excellent process framework and on-going Research & Development program. Our team of 350+ top-notch professionals working from UK & India help our 5500+ clients achieve highest ROI from their online investment. We work with digital marketing agencies all over the world as their trusted and reliable outsourcing partner. We help them reduce their cost and provide ready-to-use team to scale up faster. Our white label approach ensures that we remain transparent and work in the background to help our partners compete better. Some of our online service brands related to Internet marketing are are Promote2Please.com, Submit2Please.com, Content2Please.com

Kenshoo Booth 2223 www.kenshoo.com

Kenshoo is a digital marketing software company that engineers technology solutions for search marketing and online advertising. KenshooÃ¢ï¿½ï¿½s global platform delivers the control, automation and results needed to make better investments. Advertisers, agencies and marketing providers use Kenshoo to direct 15 billion+ USD in online sales revenue and 1 billion+ USD in annual ad spend. Kenshoo powers eight of the ten largest ad agency networks and five of the top ten global retailers. With campaigns running in more than 100 countries, Kenshoo customers include such brands as Barnes and Noble, CareerBuilder, Facebook, John Lewis, LendingTree, Sears, Walgreens, and Zappos.

LinkWorth Booth 1502 www.linkworth.com

Booth 1300 LivePerson is the leading provider of online, real-time intelligent engagement solutions. Connecting businesses and experts with consumers seeking help on the Web, LivePerson’s hosted software platform creates more relevant, compelling and personalized online experiences. Every month, LivePerson’s intelligent platform helps millions of people succeed online; more than 8,500 companies, including EarthLink, Hewlett-Packard, Microsoft, and Verizon, rely on LivePerson to maximize the impact of the online channel. LivePerson is headquartered in New York City, with offices in San Francisco, Atlanta, London and Tel Aviv.

Local.com Booth 1018 www.local.com

Local.com Corporation (NASDAQ: LOCM) owns and operates a leading local search site and network in the United States. The company uses patented and proprietary technologies to provide over 20 million consumers each month with relevant search results for local businesses, products and services on Local.com and over 1,000 partner sites. Local.com powers over 100,000 local websites, and tens of thousands of small businesses use Local.com products and services to reach consumers using a variety of subscription, performance and display advertising and website products. To advertise, or for more information visit: www.local.com.

LocalSplash.com Booth 1226 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. The Local Splash service has been used by tens of thousands of local businesses. In addition, many national chains like Extra Space Storage (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, founded in 2004 with the mission of helping local businesses be found online. Relevant Ads offers agencies and resellers a unique partnering opportunity--interested parties should contact Michael Orefice at 877-635-6225, ext. 324 or email morefice@localsplash.com for more information.

LocationInsight Booth 2106 www.locationinsight.com

LocationInsight is a location-based solutions company servicing online advertisers and marketers with many physical locations. SearchInsight™ provides performance-based localized search optimization (SEO) to drive high quality organic traffic for SEM buyers on a performance basis. Advertisers allocate budget, predict spend, target local search and analyze and measure key results. LocationInsight is redefining SEO by making it attractive for SEM advertisers to buy organic clicks through a simple cost-per-click model. LocatorInsight™ is a high-volume integrated map and content solution that delivers pinpoint accurate results to company locators. Marketers leverage LocatorInsight™ to increase web site traffic and utilization. SearchInsight™ can be enhanced with LocatorInsight™ to create a highly optimized result-oriented campaign for SEM advertisers.

SearchEngineStrategies.com § SES

Sponsors & Exhibitors

Booth 2214

LivePerson

LookSmart Booth 1301

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. To learn more, see us at the conference or visit www.marketmotive.com.

www.looksmart.com

LookSmart is an online search advertising network that provides performance solutions for online search advertisers and online publishers. LookSmart offers advertisers targeted, pay-per-click (PPC) search advertising via its Advertiser Network; and an Ad Center platform for customizable private-label advertiser solutions for online publishers. LookSmart is based in San Francisco, California. For more information, visit www.looksmart.com or call 415-348-7500.

Majestic SEO Booth 2227

Sponsors & Exhibitors

www.majesticseo.com

Majestic SEO provides Competitor backlinks intelligence to SEO specialists. Majestic SEO is the planet’s most comprehensive backlinks information provider, and offer a number of tools to access to this valuable resource. Most recently, Majestic launched Site Explorer – offering more data than anyone else by a considerable margin. Majestic enables registered users to test its services free of charge by generating reports for sites users control. Registration is free, and highly competitive subscription plans start at low prices, with 1 month minimum commitment. Subscribers have a range tools to enable link analysis of competing domains to be performed. For Enterprise users, Majestic offers an API service for internal use which enables developers to integrate the data into new or existing suites of reports and applications. Link data includes 3 Trillion links on the web by: • Anchor text • Link strength • Crawl date • Country source • IP number • Follow/frame/redirect and other flags Stop by their stand in New York to request a demo and trial.

Marchex Booth 2209 www.marchex.com

Marchex’s mission is to unlock local commerce globally by helping advertisers reach customers wherever they may be - in mobile, offline and online channels, including on our own local and category Web sites. 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. For more information about Marchex, please visit www.marchex.com.

Market Motive Training Institute Booth 2006 www.marketmotive.com

What does it take to be certified in search marketing? Visit Market Motive to find out. We’ll show you our online video training library; you’ll meet our top-rated faculty and get a glimpse into the testing and endorsement system that is world-recognized and endorsed by the biggest names in search. Market Motive provides online certification courses in SEO, Web Analytics, PPC, Social Media, Conversion Optimization, Online PR, Email Marketing and more. All courses are online and all students have weekly phone

SES § March 2011 {New York}

MarkMonitor Sponsored Session www.markmonitor.com

MarkMonitor, the global leader in enterprise brand protection, offers comprehensive solutions and services that safeguard brands, reputation and revenue from online risks. With end-to-end solutions that address the growing threats of online fraud, brand abuse and unauthorized channels, MarkMonitor enables a secure Internet for businesses and their customers. The company’s exclusive access to data combined with its patented realtime prevention, detection and response capabilities provide wide-ranging protection to the ever-changing online risks faced by brands today. For more information, visit www.markmonitor.com.

MycroBurst.com Booth 2226 www.mycroburst.com

MycroBurst.com is the clear leader for crowdsourced design and startup business solutions. We’re not your typical dreary graphic / web design company - we have a bright community of thousands of designers and a team of the best web designers in the world. We can help you create the scorching business branding that your company needs to succeed. Need a hot logo, a sunny business card, a stormy t-shirt, blazing product packaging, or anything else designed? MycroBurst.com’s contest website lets you set your own price! Just post your cool design project and our community of designers will flood you with designs. Giving feedback is a breeze, and it helps the designers meet your flurry of requests. You pick the winner and get the worldclass design you need to make your business grow. MycroBurst.com also provides website design, web hosting, SEO, and a shower of other services.

Online Marketing Institute Booth 2500 www.onlinemarketinginstitute.org

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 market-tested practical knowledge that can immediately benefit their careers. OMI’s courses are available to the general public. OMI is the educational sister entity of the Online Marketing Summit (OMS).

Onward Search Booth 2228 www.onwardsearch.com

Onward Search is the nation’s leading provider of internet marketing and creative services talent. We specialize in placing search marketing, graphic design, web development, and related creative services and technology professionals to companies nationwide. We provide our customers with the ability to rapidly source the best talent in the marketplace, so they can successfully deliver against their creative services, online marketing, and technology initiatives. We offer a full range of recruiting, staffing, and talent management solutions to include temporary staffing, consulting, and permanent placement options to ensure our customers have access to the right talent to get the job done.

Majestic SEO puts you at the top of your game As an SEO, PR or Affiliate Management Professional you need a map of the web that delivers competitive edge to you and your clients. visit us at booth #2227

SES New York 21-25 March 2011

Ours is an independent data source offering more back link data than others and available on a range of subscriptions from solo to corporate SEO reseller packages. We call it LINK INTELLIGENCE â&#x20AC;&#x201C; information on your clients and their competitors that helps you up your game.

www.majesticseo.com

We recruit and staff a range of internet marketing and creative services professionals to include: Search Marketing Specialists, SEM Managers, SEO consultants, PPC managers, social media experts, copywriters, web developers, project

for affiliate advertisers and any generic traffic sources, such as SEO or display, via the anyChannel. All channels are measured cross-channel including CPO and full, life time customer journey. The application is designed for the workflow and needs of medium to large advertisers and agencies.

OrangeSoda, Inc.

Rimm-Kaufman Group

Booth 1217

Booth 1304

www.orangesoda.com

www.rimmkaufman.com

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.

PM Digital Booth 1015

Sponsors & Exhibitors

www.pmdigital.com

PM Digital is a Digital Marketing Agency that specializes in paid search advertising, natural search optimization, social media, and shopping feed management. By developing and implementing customized Internet marketing campaigns, PM Digital drives qualified traffic to websites to surpass sales goals. Clients include The North Face, AARP, The Wall Street Journal, Spiegel, Martha Stewart Living, The Sportsman’s Guide, and Nautica, among others. For more on PM Digital’s thought leadership, please visit: http://blog.pmdigital.com/.

PRWeb Booth 1413 www.prweb.com

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

Raven Internet Marketing Tools Booth 1504 www.raventools.com

The Rimm-Kaufman Group (RKG) is a data-driven online marketing firm specializing in paid search marketing, multichannel attribution management and display advertising. Long recognized as the thought leader in paid search marketing, RKG drives results for over 150 retail, travel, finance and b2b clients. RKG strives to become an integrated member of each client’s marketing team. Our expert Analysts leverage proprietary, constantly evolving technology to develop scalable strategies that meet or exceed each client’s unique marketing goals. RKG is a member of the Google SEM Advisory Council and has been named to Inc. Magazine’s list of 500 Fastest Growing Private Companies.

Searchmetrics GMBH Booth 1230 www.searchmetrics.com

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

Sedo Booth 1229 www.sedo.com

Sedo is the premier search engine for domain names, celebrating 10 years as the leading global domain marketplace. Choose from over 17 million domains, listed by more than one million members in over 20 languages, to build your portfolio and expand your business. In addition to offering the world’s largest domain name marketplace, Sedo is also a leading monetization provider, a globallytrusted domain brokerage and auction house, and the start of countless domain opportunities for individuals and businesses of all sizes. When you’re ready to discover your domain opportunity, such as enhanced SEO, more targeted traffic, or a successful (re)branding, come to Sedo.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. Learn more at http://raventools.com..

seoClarity

Refined Labs GmbH

Sitecore

Lanyard Sponsor www.refinedlabs.com

Refined Ads is a leading performance marketing software, founded in February 2007 by Thomas Bindl, and allowing advertisers to “analyze - understand – act” with their online marketing campaigns. Refined Ads offers native API implementations to Google AdWords, Yahoo! Search Marketing and Microsoft adCenter on the search engine marketing side, affili.net, tradedoubler and Zanox

SES § March 2011 {New York}

Booth 1402 www.seoclarity.net

seoClarity is the leading Enterprise SEO Management & Analytics solution to help track, report, analyze, manage & monitor the ROI of every SEO effort.

Booth 1305 www.sitecore.net

Sitecore’s Web Content Management System (CMS) and marketing software solutions make it easy for businesses to create and keep up-to-date dynamic, full featured Web sites of all types. Sitecore’s industry leading flexibility and scalability allows companies to better leverage their content to improve customer experience and drive business growth. Thousands of public and private organizations,

Faster reporting. Faster trafficking. Faster optimization. Faster everything. A major DoubleClick Search upgrade is coming.

DoubleClick’s online media buying expertise on Google’s infrastructure. DoubleClick Search offers a reliable and scalable way to manage paid search marketing campaigns across all major search engines. Using DoubleClick Search you can manage all aspects of your search campaigns within a single interface, maximize ROI with a flexible bid management tool, and make better decisions with accurate reporting.

Visit our Booth 1001 and Information Session at SES New York.

including national governments and Fortune 500 companies utilize Sitecore solutions for their Web sites. These organizations have created and now manage over 20,000 dynamic web sites with Sitecore including Microsoft, Costco, Canadian Cancer Society, Sie mens, Toshiba, The British Open, Computer Associates, WebTrends, and Manchester United.

SiteWit Booth 1403 www.sitewit.com

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 $29.95 per campaign. Sign up before the end of SES San Francisco to lock in our reduced show pricing: http:// www.SiteWit.com/Signup/

Superpages.com Booth 1000 www.superpages.com

Sponsors & Exhibitors

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!

teliad Internetmarketing GmbH Booth 1415 www.teliad.com

Rank Better - Earn More! teliad is an international SEO services provider with a broad product portfolio. We offer a wide variety of services in the area of link building and search engine optimization to fulfill any request. Since its inception in 2005, the German based company has established itself as the European market leader for text link advertising. Serving customers on a global scale, teliad supports anybody from SEO agencies to blue chip corporations as well as specialized online shops. Over the last couple of years, teliad has become the place to go for many renowned brands helping them to rank better and earn more. We would like to invite you as well to profit from our experience and know-how of many years in the industry. Please come see us, so we can talk about your online marketing needs and our SEOlutions.

The Trade Desk Booth 2230 www.thetradedesk.com

The Trade Desk is a data-driven marketing suite that offers marketers a single place to buy all forms of online media. Successful online spend is built on a foundation of: • Data protection • Full funnel attribution • Integration between Search, Social and Display Rather than build capabilities in every channel, The Trade Desk focuses on its core strengths – buying Display, and offering a platform to partners from a variety of channels. The mission is to help advertisers answer the hardest question in online advertising: What is this impression, this user, this website, worth to my brand in this instance?

topseos.com Booth 1408 www.topseos.com

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

Trada Inc. Booth 1512 www.trada.com

Trada is the world’s first and only crowdsourced paid search services marketplace, where a community of over 1,000 paid search experts - Optimizers - work and are paid on their performance. Advertisers and agencies who run their paid search campaigns on Google and Yahoo/Bing through Trada will have multiple Optimizers working on their campaigns at the same time. The diversity of thinking, expertise and sheer force of humanpower that come from a group of people working in a pay-for-performance market get results an individual or software application could simply never achieve. What does it mean? With Trada, you can add a powerful tool to your arsenal, explore long-tail keywords and efficiently generate valuable data. Trada is the new way to advertise online - with Trada, you can save time, explore new markets, and deliver results.

TrafficShaping Booth 1412 www.trafficshaping.com

TrafficShaping is a new service that enables complete control over click traffic from links no matter where the links are located. Quickly and easily create both SEO-optimized long URLs and Twitter-tolerant short URLs using TrafficShaping’s or your own domains. Then, based on TrafficShaping’s advance analytics or date/time, user-agent or origin-based rules, change the target URL for each link as needed to optimize visitor experience and marketing campaign conversions.

Trellian Booth 2221 www.trellian.com

Trellian, founded in 1997, is a global leader in innovative web based services and solutions for SEO’s, SEMs, Advertisers, Publishers, Web Developers and Domain portfolio holders. Featured at this event is Trellian Direct Search Network - Quality targeted Direct Navigation traffic redirected to websites. No ads, no competitors. Trellian controls 200 million unique searches a month, providing advertisers and publishers a powerful alternative to conventional online campaigns. Also featured 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. Trellian Direct Search Network

Visibility Magazine Booth 1406 www.visibilitymagazine.com

www.submitedge.com | support@submitedge.com

Services We Offer | Link Building Services

| Local Search Optimization

| Search Engine Optimization

| Video Creation & Optimization

| Web Speed Optimization

| Online Reputation Management

| Pay Per Click Management

| SEO Content Creation

Why Choose Us? ISO 9001:2008 Certiied Process Aﬀordable Pricing 200+ Inhouse SEO EXPERTS & WEB DEVELOPERS Strict Quality Control (Meets All ISO Standards) 100% Spam Free Contextual Link Building Inhouse Editors & Writers Monitoring of links using our Unique Link Monitoring System Dedicated Project Manager for Guaranteed SEO Service Non Disclosure Agreement

US Office (Marketing) : 10777 Westheimer, Suit 1100, Houston, TX 77042., USA. Toll Free : +1 (866) 503-2556 Toll Free Fax : +1 (800) 871-9044 UK Office (Marketing) : Office 404, 4th Floor, Albany House, 324/326 Regent Street, London, W1B 3HH. Phone : 0-808-234-2383 India Office (Production House) : 24, Nand-Deep Ind. Est., Kondivita Rd., Andheri (E), Bombay - 400059, India. Phone : +91-22-42560099

SearchEngineStrategies.com § SES

Visibility, the print magazine, heralds a beginning in the world of Internet marketing. This is the first time an established digital presence, topseos.com, is venturing into the traditional print media domain. With Visibility, the print world is all set to benefit from the success formula of the Internet, and vice versa. The print medium holds great promise for Internet marketing vendors who are constantly looking for more channels to promote their services. Additionally, Visibility will reach to many fringe businesses that may have been contemplating entering or expanding their Internet marketing campaigns. Visibility is published quarterly and covers a wide range of topics including, but not limited to, organic optimization, pay-per-click marketing, website analytics, affiliate marketing, and press release distribution. Our association with topseos.com has meant that the hard work of proving our credibility is more than half done. Thanks to this backing, we are considered a force to reckon with, and a reliable source of information on all aspects of Internet marketing.

Visual IQ Booth 1124

Sponsors & Exhibitors

www.visualiq.com

Visual IQ (www.visualiq.com) produces the world’s most powerful cross channel marketing intelligence software products. Our hosted IQ Intelligence Suite reveals cross channel performance insights hidden within companies’ marketing data, driving actionable recommendations to improve marketing effectiveness. These enable marketers and agencies to adjust their advertising strategies and tactics to significantly increase marketing ROI across their entire marketing mix. The state of the art science behind our marketing software products combines a user-friendly visual interface with advanced attribution management and predictive modeling functionality that clearly shows clients where opportunities exist for marketing optimization. Contact us at 888-376-0602 or info@visualiq.com.

We Build Pages Sponsored Session www.webuildpages.com

It was more than 10 years ago that We Build Pages started as a one man web design and Internet Marketing Company. We have grown to be 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 are an SEO company and therefore, our Internet Marketing Services focus mainly on Search Engine Optimization (SEO), which in simple terms means trying to rank high for words/phrases which people might search for in search engines. We strongly believe that higher page rank and trust can lead to productive traffic for most websites. If you want to rank high in search engines, you need to get other websites to link to you. Our specialty is getting other websites to link to your website based on the merit of what your site has. If you don’t have any compelling reason for another site to reference your site, then we can create content for you, through our content development services that is compelling for other sites to link to. We also offer local marketing, widget creation services, social media marketing, as well as SEO consulting and training services. This is what makes us stand out above our competition.

Website Magazine Booth 1208 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 (print and digital). WebsiteMagazine.com offers news and blogs daily, as well as five e-newsletters covering, search marketing, e-commerce, website design and development, affiliate marketing, and website success. Website Magazine also developed a foundation to lessen the impact of the printed magazine on the environment - learn more at ReplaceATree.org. Subscribe today! http://websitemagazine.com/subscribe

32 30B

SES § February 2011 {London}

Advertisers: Download a 2011 media kit: http://www.websitemagazine.com/ advertise.htm 145,000+ BPA-audited subscribers

WordWatch Booth 2231 www.wordwatch.com

When was the last time you saw an ad for a local business appear above a big brand’s in the Google paid-search results list? It’s getting harder for small business advertisers to compete in PPC: they are paying more, and getting less, for their campaigns. WordWatch brings the power of automatic bidding to small business PPC campaigns. For SMBs who don’t have the time, expertise, or budgets to afford expensive consultants or agencies, WordWatch is the ideal solution. Just signup online, choose your low-cost monthly subscription, and select your campaign goals. The WordWatch algorithm-powered bidding engine does the rest. Nothing to download or install; no minimum contracts or adspend percentages. WordWatch simply takes over your keyword bidding—automatically ensuring that you get the optimal price for each click or conversion: boosting ROI. WordWatch helps level the playing field for small businesses advertisers: getting them more bang for their PPC buck!

Wpromote Inc. Booth 1211 Sponsored Session www.wpromote.com

Wpromote is a privately held firm that has been a leader in the search engine marketing industry since its inception in 2001. Wpromote is ranked as the #1 Integrated Search Marketing Company by TopSEOs.com and honored to be a four-time Inc. 500|5000 honoree. Wpromote is in an elite group of firms recognized as a Google Adwords Certified Partner, a Yahoo Sponsored Search Ambassador and a Microsoft Ad Center Certified Partner. Wpromote is also one of eight honorees invited to Google’s semi-annual Client Forum where they provide feedback and testing for the AdWords platform. Wpromote’s objective is to help clients realize greater success through its superior search marketing service. Through its full-service integrated search engine marketing, clients develop a more comprehensive online presence and are able to reach highly targeted clientele more effectively and efficiently. Utilizing proprietary bid management, keyword analysis software and a team of seasoned marketing and optimization specialists, Wpromote provides measurable results and helps clients maximize their advertising return on investment.

Yahoo! Sponsored Session Kiosks www.yahoo.com

Yahoo! attracts hundreds of millions of users every month through its innovative technology and engaging content and services, making it one of the most trafficked Internet destinations and a world class online media company. Yahoo!’s vision is to be the center of people’s online lives by delivering personally relevant, meaningful Internet experiences. Yahoo! is headquartered in Sunnyvale, California

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Tuesday, March 22: SES sessions ROOM: SUTTON CENTER

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 SES events. Solo presentation by:  Bill Hunt, SES Advisory Board & President, Back Azimuth Consulting  Rob Garner, Vice President Strategy, iCrossing  Eli Goodman, Search Evangelist, comScore, Inc.  Duane Forrester, Senior Program Manager SEO, Microsoft

SPONSORED SESSION ROOM: SUTTON SOUTH

Google Ad Innovations

Take a crash course in the latest AdWords innovations. Discover new ad formats, tools to simplify and automate account management, new ways to scale your ads across the Google Network, and more. For a sneak preview, visit www.google.com/ads/innovations/ Speaker:  Alexandra Kenin, Product Marketing Manager

ROOM: SUTTON NORTH

Twitter 2.0: Creating & Distributing the Message

Part social network, part social search engine and all social media marketing opportunity, tapping into the power of Twitter can help your business reach more customers, influencers and audiences than ever before. If you’ve been experimenting with Twitter and want access to advanced tactics for identifying influentials, effective messaging strategy, integration with other social media, operationalizing message distribution and measurement, then this is the session for you. Oprah and Ashton Kutcher might have the followers, but this session will focus on results. Moderator:  Matt McGowan, Managing Director, Americas, Incisive Media

Sessions

ROOM: SUTTON NORTH

Speakers:  Hollis Thomases, Founder, WebAdvantage.net  Michael Gray, Owner, Atlas Web Service  Paul Madden, Owner, Crea8 New Media

2:30p –3:30p ROOM: GRAMERCY

Crossing the Digital Divide: The Leap from Search to Display

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 SearchEngineStrategies.com  SES

Wednesday, March 23: SES sessions appreciate!) In this session you will hear 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:  Zach Rodgers, Managing Editor, ClickZ News Speakers:  Hollis Thomases, Founder, WebAdvantage.net  Jamie Smith, CEO, Engine Ready  Michael Benedek, President, AlmondNet Data Division

ROOM: SUTTON CENTER SPONSORED SESSION

Is the Search Alliance paying off for search marketers?

Marin Software and Razorfish recently unveiled the results of an exclusive study conducted to analyze the impact of the Yahoo! and Microsoft Search Alliance on paid search campaign performance. For this study, Marin evaluated several key metrics from the Marin Global Search Index which includes over 800 clients collectively managing more than $1.8 billion in annual paid search spend. In this session, Dr. Niraj Shah, General Manager of Marin Professional Edition will share insights on how the combined traffic of Yahoo! Search and Bing is changing the paid-search landscape. Marketers and agencies will come away with specific insights on:  Has the Search Alliance impacted cost-per-click and conversion rates?  Post transition, is Microsoft adCenter a more viable advertising platform?  Is now the right time to invest in Yahoo! Search and Bing?

ROOM: NASSAU FOCUS LATINO

Analytics for the Latino Markets

Sessions

This session will explore the use of web analytics in both the US Hispanic markets and in Latin America, the players in Latin America and the adoption of analytics by region. We will also explore how organizations can leverage best practices when running multi-channel campaigns, multi-lingual websites sites, and multiple diversity segments. Moderator:  Nancy Keene, Associate Media Director, Digital MV42° | MediaVest Speakers:  Fernando Rodriguez, CEO, Terra Networks  Paul Lima, CEO, Lima Consulting  Armando Rodriguez, General Manager, Yahoo! Hispanic Americas

ROOM: SUTTON SOUTH

Enterprise Level SEO

The enterprise level SEO 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:

SES  March 2011 {NEW YORK}

 Bill Hunt, SES Advisory Board & President, Back Azimuth Consulting Speakers:  Eddie Choi, SES Advisory Board & Managing Director, Frontiers Digital  Crispin Sheridan, SES Advisory Board & Sr Director of Search Marketing Strategy, SAP  Avi Wilensky, Founder and CEO, Promediacorp  Andy Milburn, Director of Digital Strategy, American Express Interactive

ROOM: SUTTON NORTH

Killer Facebook Targeting Tactics

What can you do with a social network that has over 500 million members? Find out as these accomplished Facebook marketing experts share their “killer tactics” for harnessing the real marketing and ecommerce potential of advanced Facebook Advertising, Fan Pages and Groups. Find out what some of the most successful Facebook marketing campaigns have in common and what tools can help make your social networking efforts pay off with killer results. Moderator:  Christopher Heine, Staff Writer, ClickZ News Speakers:  Marty Weintraub, President, aimClear  Harry J. Gold, CEO, Overdrive Interactive  Lisa Buyer, President & CEO, The Buyer Group

3:45p –4:45p ROOM: GRAMERCY SPONSORED SESSION ROOM: SUTTON CENTER

SEO is Dead. Long live SEO!

SEO is dead... No it’s not... Yes it is! It’s been an ongoing debate for quite some time now. So what’s the truth? Does SEO still give you the necessary oomph to rocket you up the search engine charts like it used to? Or, is SEO a “just in case” best practice routine these days? Can anyone prove it does work; can anyone prove it doesn’t? We have a panel of experts for you to agree with - or disagree with. It’s a totally open discussion and it’s led by the most important person in the room: You! We need your real world experience, opinions and feedback. This is the perfect primer leading directly into the infamous black hat/white hat unconferenced session. Moderator:  Frank Watson, CEO, Kangamurra Media Speakers:  Fionn Downhill, VP of Strategy, SyCara Inc.  Todd Friesen, Director of SEO, Performics  Marcus Tandler, CEO/Partner, Tandler.Doerje

ROOM: NASSAU FOCUS LATINO

Improved Conversions With Web Site Optimization

See how to use best practices for improving conversions on e-commerce and lead generation websites directed towards US based Latinos. Gain insights into how the values of many Latin Americans impact their design sensibilities and master subtleties of messaging to the sub-niches within these segments.

Thursday, March 24: SES sessions

ROOM: SUTTON SOUTH

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:  Matt Van Wagner, President, Find Me Faster Speakers:  Jeff Adelson-Yan, Co-Founder and Managing Partner, Levelwing  Andrew Goodman, SES Advisory Board & President, Page Zero Media  Frederick Vallaeys, AdWords Evangelist, Google

ROOM: SUTTON NORTH

Social Media Solutions on a Budget

Don’t be frustrated by the overwhelming world of social media marketing! You don’t have to be a Fortune 500 company to be social media relevant. Getting your company or organization started with social media doesn’t have to be a pricey proposition. There is a wealth of great free to low cost tools and strategies that can you have up and running in no time. By leveraging these great resources you can use social media to drive new business, create awareness, and get you engaged with your target audience. You’ll learn how to: Take advantage of great free and low cost tools that cover managing conversations, measuring reach & engagement, and developing/ publishing great content. Leverage lesser known social media channels to increase exposure and reach. Create great social media friendly content to build trust and authority inexpensively. Speakers:  Jason Yormark, VP of Marketing and Social Media, Strategies 360  Jeffrey Harmon, Chief Marketing Officer, Orabrush

5:00p –6:00p ROOM: BRIDGES BAR HILTON LOBBY

Open Mic: The Infamous SES Black Hat White Hat Unconferenced Session

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 favorite beverage in your hand, of course!

--------------Thursday, March

24: SES sessions-------------

9:30a – 10:30p ROOM: SUTTON CENTER

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? Moderator:  Gregg Stewart, President, 15miles Speakers:  Andrew Beckman, CEO, Location3 Media  Kaushal Kurapati, Senior Director, Yahoo! Search Product  David Rodecker, Founder & CTO, Relevant Ads Inc.

ROOM: NASSAU

Music & Search Engine Marketing: Quality Score & The Volume Game

Search engine marketing for music comes with a unique set of challenges even for the highly relevant and targeted SEM advertiser. Join us as we discuss the various difficulties encountered by a campaign built for music, how those difficulties vary for an artist, and what to expect when launching a campaign. Solo Presentation by:  Paul Szymanski, Search Engine Marketing Manager, Sony Music Entertainment

ROOM: SUTTON SOUTH

Real Time Marketing: Your Brand and Your Site

Acclaimed marketing specialist and author of the best-selling books RealTime Marketing and PR and The New Rules of Marketing & PR, David Meerman Scott discusses how marketing online has evolved and become more viral due to the real-time nature of Web sites and social media, and how marketers can adapt to this new environment. In addition, Lauren Price, Channel Marketing Manager for .ORG, the Public Interest Registry, addresses why selecting the right domain name is critical to building your online brand, the difference between each domain name, and whether brands are losing significant marketing value by selecting one over the other. Attendees will learn how to develop effective online marketing strategies in this fast-paced environment and the importance of selecting the right domain name for your brand. Mr. Scott will provide valuable tips on how your web strategy can give you optimal marketing value. Moderator:  Chris Boggs, Director, SEO, Rosetta Speakers:  David Meerman Scott, Author & Marketing Expert, .ORG, The Public Interest Registry  Lauren Price, Channel Marketing Manager, .ORG, The Public Interest Registry

SearchEngineStrategies.com  SES

Sessions

Moderator:  Juan José Núñez, President & CEO, Vertical3 Media Speakers:  Edward Montes, Managing Director, Havas Digital, NA & CEO, Adnetik  Giuliano Stiglitz, CEO, Orange Advertising Network Americas  Marta Martinez, CMO & SVP, Operations & Business Development, MediaMath

Thursday, March 24: SES sessions ROOM: SUTTON NORTH

Next Gen YouTube Marketing

The internet’s second most popular search engine can be a tough Tube to crack but not with this advanced team of video SEOs and marketers. Do you really have to blend an iPhone or sit on a horse backwards pitching shower gel to have a successful video marketing campaign? This session will answer those questions and more by sharing successful video marketing case studies, specific advanced optimization tactics and YouTube networking advice that can help boost your next video marketing projects to the next level. Moderator:  Puneet Bhasin, Manager Network Operations, Schematic INC Speakers:  Jonathan Allen, Director, SearchEngineWatch  Seth Barron, Sr. Advertising Solutions Manager, Google | YouTube ZOO

ROOM: GRAMERCY

B2B Search Marketing Tips

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: whitepapers, demos, trials, webinars, etc. Lead generation tips Moderator:  Kevin Lee, Co-Founder & Executive Chairman, Didit Speakers:  Lauren Vaccarello, Sr. SEM Manager, Salesforce.com  Veronica Fielding, CEO, Digital Brand Expressions  William Hsu, Chief Product Officer, AT&T Interactive

online marketing mix and determine what 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 online marketing mistakes that are being made by some of the top mobile marketing agencies. Attendees will walk away with a clear understanding of actionable 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. Moderator:  Jack Marshall, Staff Writer, Stats Editor, ClickZ Speakers:  Paul Cushman, Senior Director, Mobile Sales Strategy, Yahoo!  Angie Schottmuller, Interactive Strategist, Interactive Artisan  Gene Keenan, Vice President of Mobile Services, Isobar

ROOM: SUTTON SOUTH

Placement Matters: How Eye-Tracking Helps Improve Display Advertising

Placement matters? Well yes, of course, but eye-tracking is shedding new light on how and why. Recent quantitative studies have shown wide variation in the engagement with advertising on apparently similar websites. Based on this research, we’ll give publishers some tips on how to make their sites more appealing to advertisers without alienating their audience. We will also give media buyers and brand owners insight into questions to ask of both publishers and themselves before placing that all-important buy. Moderator:  Kate Kaye, Senior Editor, ClickZ News Speaker:  Mihkel Jäätma, Director, Corporate Development, RealEyes

ROOM: SUTTON NORTH

10:45a – 11:45a ROOM: SUTTON CENTER

Sessions

Local + Social: the Future of Promotion

Clearly two of the hottest categories in online marketing are local search and social. Find which data feed services work best for mass local listings online and on the mobile web plus which social networking features have the most effect on local marketing. From Geolocation social media with FourSquare to Local Search Marketing with Google Places, this session will offer tried and true strategies for maximizing visibility on the local search and social web. Moderator:  Anna Maria Virzi, Executive Editor, ClickZ Speakers:  Gregg Stewart, President, 15miles  Dilip Venkatachari, CEO and co-founder, Compass Labs  Ryan Fritzky, Director of Product Management, Marchex  Andrew Lovasz, Group Director, Search, Organic, Inc.

ROOM: NASSAU

Smart Mobile Marketing

Learn smart mobile marketing strategies that are effective for converting mobile traffic today with mobile SEO, PPC & applications. You will learn action items about what you need to know for developing, launching and tracking an integrated mobile marketing strategy. This session will help attendees understand how mobile marketing fits into the traditional and

SES  March 2011 {NEW YORK}

Managing Your Online Reputation

Google’s recent reviews patent and changes to the search results pages (especially local) demonstrate the importance of user-generated content in search. The question for business owners is how do these changes affect customers? And, what can we do to respond to and manage reviews? What if those reviews aren’t from legitimate customers? Is it possible to change Google’s suggested search results? Beyond Google, what can we do to manage our reputations on-site, in social media, across customer complaint sites, in product searches and in the news? Is it best to take an offensive or defensive approach? What tools and methods work best? And, how does reputation management fit into your organization? These questions and more will be answered in this session with real-world examples and solutions. Moderator:  Gary Kibel, Partner, Davis & Gilbert LLP Speakers:  Rhea Drysdale, CEO, Outspoken Media, Inc.  Charlie Cole, Vice President, Online Marketing, Lucky Brand Jeans  Nick Pavlidis, Attorney, Arent Fox LLP

ROOM: GRAMERCY

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 to include: Conversion improvement tips Landing page and microsite testing Lead scoring, nurturing and management Follow search leads through to

Thursday, March 24: SES sessions offline sales Moderator:  Lauren Vaccarello, Sr. SEM Manager, Salesforce.com Speakers:  Kevin Lee, Co-Founder & Executive Chairman, Didit  Eddie Choi, SES Advisory Board & Managing Director, Frontiers Digital

12:45p –1:45p

Speakers:  Decker Marquis, Director of Interactive Marketing, Citizens Bank  Chris Cotton, Director of Digital Promotions, Nationwide Insurance  Jason Tabeling, Associate Partner, Search and Media, Rosetta

ROOM: SUTTON SOUTH

Reserved for Late-Breaking Topic

ROOM: SUTTON CENTER

ROOM: SUTTON NORTH

Social networks such as Facebook, Linkedin and others have become a very important environment in which people interact, exchange information about products, services, movies, music and so forth. But what do you really know about your customers on Facebook and the other social networks? How old are they? What do they watch on TV? What brands do they follow? Who should you be chasing for sponsorship opportunities? Where should you be advertising? This presentation will describe the results obtained from the mining and analysis of millions of Facebook data points. Eye-opening findings around Facebook’s top consumer brands and top social games will be discussed. Discover intriguing user preferences, from the brand of trainers Farmville players wear and the TV shows watched by Bejeweled Blitz players, to the brand of fast food enjoyed by fans of the TV show Glee. Also discussed will be a model called the Intelligent Social Network Analysis (FISNA), which is based on the latest computational intelligence technologies such as fuzzy logic. You will learn how this framework will enable marketing professionals to bridge the gap between human focused linguistic conceptualizations and the formal mathematical representation of social networks.

Know something is wrong with your landing page, not sure what? Or maybe you need to convince your designer or management? Join these two titans of web conversion for a high-speed tour through dozens of free and paid tools that can help you identify - and fix - your conversion issues. From usability testing and visual attention heatmaps to keyword and SEO tools and engagement analytics, you’ll learn the secret weapons that these conversion masters rely on daily.

Moderator:  Liana Evans, Author and Co-Founder & CEO, LiBeck Integrated Marketing

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.

Speakers:  Ronald Yager, Professor, Machine Intelligence Institute, Iona College  Nick Berry, President, DataGenetics

ROOM: NASSAU

Best Practices and Experiences with SEM in the Financial Services Vertical

Search Engine Marketing (including paid Search Advertising, SEO, Display, and Analytics) in the financial services space can be a challenging but extremely rewarding marketing medium. This session will be a panel discussion with Senior Directors from Nationwide Insurance and Citizens Bank joined by SEM Execs from Rosetta. Topics will include launching and maintaining SEM campaigns and measuring their successes; growth and scalability; balancing needs between different business lines; driving qualified new traffic; Local considerations; and Competition/”coopetition” with aggregators. Financial Services isn’t like Retail or CPG marketing, although this is a common misconception. As with any vertical - especially regulated industries - unique challenges exist. Partnering with an agency for SEM planning and execution can be helpful to bridge fragmentation and overcome silos. During the panel topics, the presenters will identify appropriate work for the agency to handle, and aligning internal teams to provide the most value. This often leads to greater growth and education within the disparate products groups as well as with the compliance and legal teams - thus increasing implementation rates and overall campaign successes. Moderator:  Suzanne Galvez, Associate Partner, Rosetta

Conversion Tools of the Master Craftsman

Moderator:  Anne F. Kennedy, SES Advisory Board, International Search Strategist, Beyond Ink USA Speakers:  Tim Ash, CEO, SiteTuners.com  Bryan Eisenberg, SES Advisory Board and NYTimes Bestselling Author, bryaneisenberg.com

ROOM: GRAMERCY

Creative Keyword Research

Moderator:  Andrew Goodman, SES Advisory Board & President, Page Zero Media Speakers:  Ron Jones, President/CEO, Symetri Internet Marketing  Lisa Cucinotta, Advertising Supervisor, Resolution Media

Sessions

Social Network Analysis

2:00p –3:00p ROOM: SUTTON CENTER

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 Speaker:  Brian Ussery, CTO, Search Discovery Inc.  Tiffany Oberoi, Search Quality Team, Google SearchEngineStrategies.com  SES

ROOM: NASSAU

SearchSpace: Boldly Take Your Browser Where It’s Never Been

There are only two major search engines in the world: Google and Bing. So that’s where we’ll find everything from now on. Or is it? Actually, there are tons of vertical search engines for everything from booking a restaurant to taking a vacation to repairing your car. And there are zillions of people using these niche information suppliers to actively search for something, or simply discover something. Local, mobile - search is actually everywhere online. Recruitment, shopping comparison, financial services, entertainment - they’re everywhere. And if people everywhere are using them, and you ain’t there, well - you ain’t going to be found. Join a panel of experts to take you to a search galaxy far, far away from Google and Bing.

ROOM: SUTTON SOUTH

User Generated SEO:

Leveraging Customer Words to Drive Search UGC is huge and emerging part of social commerce. It is not only good for SEO, but has a profound impact on conversion, return rates, order value and external messaging. This session will emphasize the SEO gains that come from strategic use of UGC, but will also highlight the holistic value an typically untapped opportunities related to UGC.

3:15p –4:15p ROOM: SUTTON CENTER

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 tricks you can use with search engines to analyze your competitors’ game and also what free and premium tools are available to deep dive into their strategy. Join us for a candid discussion as panelists reveal their secrets for monitoring competitive forces and 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:  Eli Goodman, Search Evangelist, comScore, Inc.

Solo Presentation by:  Michael DeHaven, SEO Product Manager, Bazaarvoice

Speakers:  Kristopher Jones, President & CEO, KBJ Interactive  Seth Besmertnik, CEO, Conductor, Inc.

ROOM: SUTTON NORTH

ROOM: NASSAU

Is Retargeting/Remarketing Right for You?

Sessions

Speakers:  Jessica Bowman, SEO Strategist and in-house SEO Expert, SEOinhouse.com  Puneet Bhasin, Manager Network Operations, Schematic INC

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:  Dax Hamman, Chief Revenue Officer, Chango  David Szetela, CEO, Clix Marketing  James Colborn, Director, Microsoft Advertising, Microsoft

ROOM: GRAMERCY

How to Work Effectively With Your IT Department

In this session, attendees will learn how to interact with IT, understand IT priorities vs. marketing priorities, how to proactively communicate requirements, how to determine which deliverables marketing should contribute to, how to write documents like a technical writer, and how to avoid the pitfalls of miscommunication. Moderator:  Crispin Sheridan, SES Advisory Board & Sr Director of Search Marketing Strategy, SAP

SES  March 2011 {NEW YORK}

Plush Search: How Luxury Brands & Invitation Only Deals Sites are Making a Killing with Search Marketing

Luxury brand invitation only websites like Rue LaLa and Ideeli are a BIG deal. How these sites are having such success in a time of economic unrest is no miracle. The players in this space are using search marketing to increase their fan base and cash in on the luxury brand deals. Join us as we discuss how these sites are successfully driving traffic and consumers’ decisions through search and gather key insights you can apply to your own search campaigns. Speaker:  Michael Perlman, Managing Director, Compete.com

ROOM: SUTTON SOUTH

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 PDF docs 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 panel will provide 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. Moderator:  Matthew Bailey, SES Advisory Board & President, Site Logic Marketing Speaker:  Jolina Pettice, Senior Consultant, TopRank Online Marketing  Tim Ruder, Chief Revenue Officer, PerfectMarket

ROOM: SUTTON NORTH

Why Does Search Get All the Credit?

My search campaign generated $400 million in sales. So did my organic campaign. But my analytics is telling me that my display campaign generated $400 million too. The problem is I only made $200 million last year. Which statistic should I believe, or should I dismiss them all? This session will focus exclusively on gaining a better understanding of how, when, and where to attribute revenue gains.

Speaker:  Mel Carson, Microsoft Advertising Community Manager, Microsoft Advertising  Lisa Buyer, President & CEO, The Buyer Group  Kristjan Mar Hauksson, Founder and Director, Search & Online Communications, Nordic eMarketing

4:15p –5:15p

Moderator:  Bill Hunt, SES Advisory Board & President, Back Azimuth Consulting Speaker:  John Kelly, VP Sales, Criteo  David Sprinkle, VP of Analytics, ROI Labs

ROOM: SUTTON CENTER

Conference Wrap-up

ROOM: GRAMERCY

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.

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.

Moderator: Greg Jarboe, President & Co-Founder, SEO-PR

Real-Time Competitive Monitoring Software Tracks Competitors, Trademarks, and Affiliates on Google, Yahoo!, Bing, YouTube and Baidu

Get The Facts on Your Friends and Foes: » Market Share » Affiliate Tactics & Abuse » Brand Use in Ad Copy » Brand Sponsors

Tr y It!

» Budget Changes » Historical Ad Copy » Worldwide » Geo-Targeted

Get a Free Competitive Analysis Report! USE PROMOTIONAL CODE: SES

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the Latino spend should be closer to $36 billion. That number certainly can’t hold up — as I noted above, a good deal of the general advertising spend goes to reaching Latinos indirectly. Still, the delta between $5 billion and $36 billion is big enough that people in advertising should care. And as the U.S. Latino continues to grow as a percentage of the overall population, more advertisers will deﬁnitely care.

How much of that pie should go to digital?

DOES LATINO MARKETING DESERVE A BIGGER PIE?

BY GIOVANNI RODRIGUEZ

or some time now, Latino marketers have been frustrated with the reluctance of advertisers to spend more on digital when study after study shows that Latinos out-index other groups on practically every aspect of technology adoption. The current Latino advertising spend is $5 billion, across all media — broadcast, print, and digital. Yet only 4 percent of that spend — $200 million — is going to digital. Two months ago, Google hosted a forum to discuss its new direction in Latino marketing; it attracted more than 300 vendors, advertisers, and Latino digerati. And the response from my peers was effusive. Which raises the questions: Can Google — the biggest technology brand in digital marketing — go where no other company has gone before? Can it persuade advertisers to take a closer look at this thing called Latino digital? Google might have a shot at this opportunity — which is both about market leadership and thought leadership — because it enjoys a few hard-to-match market advantages: a unique place in the new digital marketing stack; a unique access to data that matters to advertisers; and a unique time in the evolution of the Latino digital marketing category where leadership in the technology arena has been lacking. But recently I’ve seen that there are a few bigger, unspoken questions on the minds of advertisers who have been slow to warm up to the market.

Should there be a Latino pie in the first place? I get this question quite often, and not only from traditional advertisers. In an age where digital has enabled marketers to attract, engage, and mobilize people around shared interests, demographic-driven marketing seems way outdated. A great piece of the Latin American population has so much in common with the general population that it seems shortsighted to “target” them discretely. In fact, if you add up all the dollars spent reaching Latinos in general marketing campaigns, the total Latino advertising spend would go way beyond the $5 billion estimate. The fact is, many marketers do both — general and discrete advertising — and that trend is very much in favor of doing both. For market indicators, look at the media (CNN, Fox News), politics (Newt Gingrich’s The Americano), and the CPG market (Kraft, General Mills), and you can see the principle in action. More and more, marketers are coming to see that producing content that is targeted and culturally relevant can be an effective way of engaging people with shared values. And, note, when we say culture, we don’t necessarily mean language. Most of these programs are in English. As a number of marketers have noted, Latino marketing today is more about values than language

If yes, how big? As much as marketers grouse about the tiny current Latino digital spend ($200 million), the total current advertising spend ($5 billion) also deserves some scrutiny. But another number that marketers love to cite is the $1.3 trillion-plus in buying power that Latinos will have by 2015 (reported by Packaged Facts). So, is $5 billion enough? According to Outsell, the total U.S. general advertising spend was $365 billion. With Latinos now representing roughly 10 percent of U.S. buying power, one might argue that

So it’s reasonable to assume that there should be a pie, and that the pie should be bigger. How big a slice should digital get? Let’s start with Google’s view. At a recent event in New York, executives for Google Hispanic suggested that the number should be closer to 12 percent — $600 million — which, as Advertising Age’s Chiqui Cartagena noted, “corresponds to the…usage of the medium by Hispanic consumers.” That’s 8 percent higher than the current ﬁgure (4 percent). But perhaps this is still too small. At the same event, Google released a report that found 78 percent of Latinos use the “Internet as their primary source of information, above TV and friends and family.” Again, we’re looking at a delta that deserves close attention. And it’s not just that digital is becoming the preferred mode of communication among Latinos. It’s also about the future of marketing. Along with the many studies documenting the rise of Latino technology adoption, there have been a number of opinion pieces about the new role of digital in marketing campaigns, Latino and non-Latino alike. In many cases, digital is no longer just a part of the marketing mix. Increasingly, digital is the lead. And with Latinos outperforming other groups in digital adoption, they are a big part of that story. It’s one reason that so many Latino marketers are excited to see Google show up; it’s recognition for the role that Latinos are playing and will continue to play. In the meantime, whether it’s a pragmatic spend today, or a strategic investment for tomorrow, expect digital to get a larger slice from an increasingly larger pie. Both slice and pie are going to get bigger. Giovanni Rodriguez is a noted author, consultant, and public speaker on organizational leadership and digital/ social communications. He is chief marketing ofﬁcer at BroadVision (Nasdaq: BVSN) and co-founder of The Conversation Group. He is a board member at Latinos for Social Media (LatISM), a co-producer of the Latino2 event series, and a founding fellow at the Society of New Communications Research.

Want to learn more? Tap into the U.S. Hispanic and Latin American audiences during the Focus Latino-LatinVision track on Wednesday at 1 p.m. For more information, visit SearchEngineStrategies.com/newyork

SearchEngineStrategies.com  SES

paid search without keywords

by Alex Cohen

his is a pivotal year for paid search advertising. Trends set into motion last year — new ad formats, an emphasis on display, a local PPC push — are on a collision course with the new complexity in advertising and the maturation of online marketing. This year will fundamentally change how we think about and buy access to prospects, namely keywords. It is the dawn of paid search without keywords.

evolved as well. Most notably, through the introduction of click-to-call as an option for mobile search ads (as well as the limitedrelease AdWords call metrics). Similarly, more of the site experience is being pulled into the search results. The beta Comparison Ads creates a marketplace for loan and credit card

New advertising automation: In a move that radically simplifies advertising for small businesses, Google began testing Google Boost. It involves no keyword research and no bidding. If you have a Google Places page, you can even do it without a website. It’s virtually hands-off advertising for SMBs. Of those changes, Google Product Listing Ads and Google Boost offer the best glimpse into the future of paid search without keywords. They’re notable for dramatic departures in every step of how you advertise on Google: Targeting: Automated targeting toward certain audiences as determined by Google vs. keywords chosen by the advertiser. Ads: Product listing ads bring a product search-like result in the top position in the right column and Boost promotes a map-like result in a preferred position above organic results. Pricing: CPA and monthly budget caps replace daily budgets and CPC bids. These changes underlie some of the key trends that will shape paid search in 2011.

comparison all on Google. The call to action is comparison and filtering, not just clicking on an ad.

Trends that will shape paid search

Cost per click (CPC) and cost per thousand impressions (CPM) are no longer the only ways you can buy. Comparison ads are sold on a cost per lead basis. Product listing ads are sold on a cost per acquisition (CPA) basis for some advertisers (CPC for most).

For Google to continue its pace of growth, it needs two things: Another line of business to complement AdWords, and display advertising is it. It has pushed even more aggressively into the channel, most notably with the acquisition of Invite Media, a demand-side platform. To remove obstacles to profit and incremental growth within AdWords. These barriers are primarily how wide advertisers target and how much they pay for the people they reach. As ad formats and advertising choices

Changes from 2010: universal paid search For years, Google’s search results were dominated by the “10 blue links” — simple headlines, descriptions, and URLs to entice and satisfy searchers. Until it wasn’t. Universal search wove in images, video, and real-time updates. For most of its history, AdWords had been presented in a text format, even as the search results morphed into a multimedia experience. The result is that attention was pulled towards organic results at the expense of ads. Google countered that trend with its big push for universal paid search in 2010. It was, perhaps, the most radical evolution to the paid search results since the introduction of Quality Score. Consider the changes: New ad formats: Text is no longer the exclusive medium for advertising on Google. No format exemplifies that more than Product Listing Ads (and their cousin, Product Extensions). There is no headline, copy, or display URL. Instead, it’s just a product image, name, price, and vendor slotted in the highest positions on the right side. What’s more, you don’t choose keywords. We also saw display creep into image search results with Image Search Ads and traditional display ads. New calls-to-action: The way you satisfy your search with advertising on Google has

SES § March 2011 {New York}

New buying/monetization models:

New

display

targeting

options:

Remarketing (aka retargeting) brought highly-focused display buys to the AdWords interface. Specifically, the ability to only show display ads to segments of people who visit your site, in many cases after clicking on a text ad.

multiply, so does complexity. The third barrier to incremental growth is bringing new advertisers into the market and generating add-on revenue from existing advertisers. That requires reducing barriers to entry and scale.

The dawn of paid search without keywords As search marketers, we’re used to buying based on intent as expressed in the search query. We do that primarily through keywords paired with match types and bids. In paid search without keywords, intent is just one of ﬁve ways we’ll target prospects: Intent: Search behavior, as expressed through search queries. Audience: Demographics and psychographics, similar to traditional media and display ad buys. Business type: Certain verticals (personal ﬁnance) and markets (small businesses) will have special targeting. Product: Online retail is one of the biggest spenders online and Google’s Merchant Center can bridge products and ad space. Behavior: Prior behavior and interests can make some audiences more valuable than others. We’re seeing this already today in vari-

from potentially showing up. We’re starting with a whole and subtracting out pieces. Remarketing offers a model for how this process will work. We can set the target audience you want to reach, say people who put an item into their shopping cart. Then, we can establish exclusions to remove some undesirable part of the audience, say those who complete a purchase (cart recovery being the desired goal in this example). Finally, we set preferences for your buy frequency caps, etc. In paid search without keywords, we’ll start wider and have to be vigilant about segmenting and excluding. We’ll also have to start dealing with a sophisticated competitor: Google.

Google as competitor

There is something of a quirk in how new keyword-less features are being added, that presents a new dynamic in the auction. In some cases, these new tools offer a choice between managing the advertising (or at least the bidding) ourselves or giving full control to Google, as is the case with CPA pricing for Product Listing Ads. That creates a hybrid auction where some advertisers are controlling bids, while Google changes the bids of others while deciding whether both are eligible/relevant

The difference between how we buy paid search today and buying without keywords is fundamentally about subtraction instead of addition. ous forms, such as Product Listing Ads and buying on the display network.

How we’ll advertise on Google The difference between how we buy paid search today and buying without keywords is fundamentally about subtraction instead of addition. Think of a paid search account today. We target a niche and then gradually add other targets that deﬁne the total potential universe. We’re adding pieces to make a whole. To consider the other side, let’s take the example of Product Listing Ads. We don’t choose when our ads show up. Google does. But we can set limits of what we’re willing to pay, effectively preventing products

to appear. In effect, you’re placing your bidding wits against Google’s. It remains unclear what controls these new ad formats will include, what degree of reporting, and the impact to traditional text ads, which will also compete for space and attention.

What’s next?

It wouldn’t be a good predictions article unless I put my neck on the line with some solid ideas about what 2011 will hold for paid search marketers. Two things are especially likely: Impression-based retargeting. Retargeting was a huge step forward for Google in display last year. But, they’re leaving the vast majority of the opportunity on the table. If your average click-through rate is 5 percent (which would be generous for some), then

95 percent of the people who were served your ad aren’t even eligible to be retargeted. But, what if you could target someone who searches, say, “organic dog food” with a banner ad on the Display Network? It opens up a world of possibilities and budgets.

Automated inventory-based Product Ads. It’s always interesting that Google

created an umbrella category for Product Listing Ads and Product Extensions called Product Ads. With retail being a signiﬁcant vertical in paid search with large, constantly changing inventory, I expect Google will continue their push to use Google Merchant Center. For example, we could easily see automated retargeting or regular banner ads ﬁlled with products you viewed or searched for, just like HYPERLINK “http://www. criteo.com/” \t “_blank”Criteo is doing today with Zappos.

What this means

So, for advertisers and agencies, what does this mean? No one but Google knows what’s coming. But, it’s clear that everyone needs to get comfortable with audiencebased buying, starting first with retargeting. The skills and tools to understand, target, and bid on various audiences exist today. Now there’s an increased urgency to dig into them. On a final note, I specifically resisted the link bait urge to title this post “the death of keywords,” because they aren’t going anywhere. AdWords is too critical to Google’s bottom line to disrupt that revenue until new ad formats and monetization models are proven and well-adopted. One thing is certain, though: the future of paid search without keywords is coming in a big way this year. Alex Cohen is an accomplished online marketer, blogger, and presenter. He has been a featured speaker at Princeton University’s Global Entrepreneurship Week, Search Marketing Expo, Search Engine Strategies, Online Marketing Summit, Villanova University, and Wakeforest University. Currently, Alex is the senior marketing manager at ClickEquations, the intelligent paid search platform for large advertisers and agencies. Alex writes about paid search for Search Engine Watch and has his own site, Digital Alex, a blog about marketing optimization. Twitter @digitalalex

Want to learn more?

Alex will be speaking at Wednesday’s 11:00 a.m. session, “PPC Beyond Search: New Ad Formats, Display & Social.” For more information, visit SearchEngineStrategies.com/newyork

SearchEngineStrategies.com  SES

Yahoo’s Duncan Watts: when common sense fails us

uncan Watts, principal research scientist at Yahoo! Research, will share insights from his forthcoming book “Everything Is Obvious: Once You Know the Answer,” during the SES New York keynote speech Tuesday, March 22, at 9:30 a.m. “I’ve studied Duncan’s work for a long time and couldn’t be more thrilled that he will be sharing his latest research and ideas with the SES community,” said Mike Grehan, VP and global content director at SES parent company Incisive Media. “When attendees hear his theories on the social aspects of human behavior as applied

to marketing, they will inevitably stop and consider their current strategies.” The early reviews are promising: “Every once in a while, a book comes along that forces us to re-examine what we know and how we know it. This is one of those books. And while it is not always pleasurable to realize the many ways

(W.W. Norton, 2003) and “Small Worlds: The Dynamics of Networks between Order and Randomness” (Princeton University Press, 1999). He’s an adjunct senior research fellow at Columbia University, and an external faculty member of the Santa Fe Institute and Nuffield College, Oxford. His research on social networks and collective dynamics has appeared in a wide range of journals,

When Common Sense Fails Us. in which we are wrong, it is useful to figure out the cases where our intuitions fail us,” said Dan Ariely, a professor of behavioral economics at Duke University, in a review posted on Amazon.com. At Yahoo, Watts directs the Human Social Dynamics group. Watts is also the author of “Six Degrees: The Science of a Connected Age”

from Nature, Science, and Physical Review Letters to the American Journal of Sociology. He holds a B.Sc. in physics from the University of New South Wales, and a Ph.D. in theoretical and applied mechanics. from Cornell University.

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BRAND MARKETERS COMPETE WITH COUNTEFEITERS IN A SEARCH-DRIVEN WORLD BY FREDERICK FELMAN

ounterfeiters have found fertile ground online, taking advantage of the global reach and efficiencies of the Internet to find new customers while exploiting the Internet’s anonymity to hide their tracks. Well-known brands are ripe targets for these scammers who compete with legitimate search marketers for traffic, clicks, and conversions. We recently analyzed five major

sports brands, including U.S. leagues and international competitions, to see who was using these brands in online trading and promotion of sports apparel with questionable provenance. Our study focused on shirts and jerseys and excluded a panoply of other goods such as caps, tickets, DVDs, or live game video streams that are often counterfeited or pirated online. The data that we examined included the trafﬁc generated by the suspicious sites and the methods used to ensnare consumers on a variety of online channels including B2B sellers of bulk goods and B2C e-commerce sites, along with more than 300 branded keyword combinations that triggered paid search ads across major search engines. Our conclusion? Online counterfeiters see a tremendous opportunity in the passion and loyalty of millions of sports fans located all over the world.

Best practices accelerate growth for counterfeiters These questionable sports apparel sellers are adept at using best practices in online marketing techniques to take advantage of the dedicated fan and the naïve consumer: Direct navigation. By purchasing cybersquatted domains that include the trademarks of established brands (to which the

SES  March 2011 {NEW YORK}

questionable apparel sellers have no rights) such as SportsbrandX4cheap.com, they can masquerade as the actual sports brand when in reality they have no such relationship. Organic search. By promoting their sites using black hat methods, these deceitful sites can rise to the top of the search results pages and gather clicks and traffic. These black hat techniques include unauthorized use of the actual brand in their domain names, page titles, and other meta tags, as well as cultivating a large number of inbound links from “splog” (spam blog) sites to trick the search engines into thinking that they are popular sites. Paid search advertising. Buying branded keywords that include trademarks to trigger paid search ads, just like the actual sports brands do. During our study, we examined almost 480,000 paid search ads, triggered by more than 280 keyword combinations. We found more than 25 percent of these ads — more than 130,000 ads — promoted suspicious goods. The impressions generated by these ads drove an estimated 11 million annual visits. These suspected counterfeiters are competing with legitimate advertisers for advertising inventory, driving up prices and even outbidding authentic advertisers for premium placement for ads containing trademarked terms, which are especially effective in driving traffic. According to a recent comScore and Yahoo Search Marketing (Overture) study, 20 percent of all searches are for trademarked terms. The bottom line? Legitimate advertisers pay more for their search keywords and compete with counterfeiters for traffic seeking their own brands. Another traffic generation technique used by these fraudsters is to promote their sites in organic search results, using inbound links from questionable sites like splogs to further exploit search engine results. These splogs copy legitimate content from elsewhere on the web and contain a high number of links to exploit search algorithms. One of the results that we found in the study has nearly 4,000 inbound links from other sites, some of which are cybersquatted splogs.

Questionable affiliate marketing practices Another technique that can confuse those seeking sports-branded apparel is in the realm of affiliate marketing. For example, an affiliate marketer registers a cybersquatted domain involving a major sports league brand and then links to popular retail and auction sites, redirecting traffic to unauthorized channels. In return, the affiliate marketer is compensated for all traffic that converts to a sale on these unauthorized B2C sites and the consumer potentially (and unknowingly) ends up buying non-authentic merchandise.

Reaping rewards in e-commerce For the ﬁve brands in the study, we identiﬁed more than 1,300 e-commerce websites selling questionable sports apparel. Those e-commerce sites alone attracted more than 56 million annual visits. Using industry metrics for order conversion, we estimate that these sites are selling 800,000 units of suspicious sports apparel annually. We discovered 12 B2B exchange sites with more than 4,000 individual, unauthorized suppliers that appear to be offering phony merchandise. This supply chain consists of suppliers who are based predominantly in Asia and are estimated to sell 300,000 shirts or jerseys annually. In total, we found more than 6,000 suspects selling more than 1.2 million shirts or jerseys annually over the Internet, generating nearly $25 million in revenue.

Importance of crafting enforcement strategies Thousands of sellers earn millions of dollars in annual sales of apparel that isn’t licensed by the sports brands. Sadly, because of the sheer number of questionable sites and the sophisticated effort put into promoting them, sports and other brands must compete with counterfeiters for sales of their own brands. It’s essential that brands craft enforcement strategies that attack not only the online distribution of their goods, but also their online promotion in order to address this multi-million dollar problem and to help their loyal fans display their team spirit with authentic goods. Frederick Felman is the CMO at MarkMonitor (www.markmonitor. com), a global leader in enterprise brand protection, offering comprehensive solutions and services that safeguard brands, reputation, and revenue from online risks. MarkMonitor is a sponsor for Search Engine Strategies New York.

Want to learn more? Get more best practices for combating counterfeiters at Tuesday’s 3p.m. sponsored session, “Outmaneuvering the Counterfeiters: How to Protect your Campaign Investments and Your Brand” For more information, visit SearchEngineStrategies.com/newyork

Trolls are INEVITABLE; HERE’S HOW TO DEAL WITH THEM

by CAROLINE CHEN

h, the sneers. The jealousy. The faux-expert commentary. There’s no better time to be a troll than during advertising’s most polarizing, enticingly venomous stage: post-Super Bowl. As brands of this year’s spots fend off the troll legions on their Facebook pages and Twitter @replies, let’s review some productive methods to abating negativity in your community. Don’t let them see you cry. Many a troll has kept a novice community manager up at night, tears brimming and soul wounded at the sight of capslocked, multi-exclamation-pointed freak-outs. (“WHOEVER DID THIS CAMPAIGN SHOULD BE FIRED!!!!!!!!”) But keep in mind, trolls feed off your tasty community-manager tears. Thicken that skin, screen-grab, and collect in a folder (Desktop > Trollsville) to laugh at later. Seriously. Community management can be an emotional battlefield, and sometimes the best thing you can do is control your own sanity by not reacting. The worst thing? Reacting like Nestle did when it told Facebook users not to use its logo. Separate the genuine complaints from the rage. While it’s best to avoid stoking the fire of those simply looking to vent and leave, don’t overlook others who have taken to your wall to file serious grievances - from a bad customer service experience to disappointment with your product. Most likely, they’ve already had the runaround with all the 1-800 lines and store managers, and taking to your page is their last attempt to warn others of what they’ve endured. Use your customer support contact (a relationship you’ve hopefully established early on) to find someone who can directly and immediately fix the problem, or at least offer a make-good solution. Then, publicly offer the resolution. While nothing will take back that negative experience, your extra effort proves that you’re not only listening, but also empowered to do right by the customer. Those watching will be less inclined to jump on the troll bandwagon. Kill ‘em with kindness. Sure, I’ve been accused of indulging in an extra smileyfaced emoticon or two. But as long as it’s in keeping with your brand personality, optimism is the way to go. A simple “Appreciate the suggestion, you make a great point!” usually has more bite than a ban button. The conversation can only go so far when you’ve proven you’re listening and won’t allow special treatment for their ‘tude. Feed your advocates, starve the trolls. A company response will rarely fix hostility.

But super-advocates are your knights in shining armor. They’re able to say all the pent-up things you only wish you could furiously type out. Before jumping too soon on a troll thread, allow advocates on troll duty to react to it first. (All of this is beginning to sound like a neighborhood watch, I know.) It’s important to pour attention onto your vocal super-advocates, even more so than any vocal trolls. Keep these brand heroes on any “best-of” influencers list. Reward them with early news or VIP incentives as they come

means you still have a chance at fixing a problem and earning trust. Deletion means that relationship is severed and disregarded. However, there are instances where deletion and banning are usually justified: inflammatory, derogatory, or inappropriate language; harming or becoming a nuisance to existing community members; spamming; competitor advertising. Protect yourself from the troll avalanche. Avalanches occur when there has been a severe communications misfire. Clearly, you’ve struck a nerve not just within your brand community, but also with those outside, prompting them to seek you out and blast you on your own territory. Beyond the apology letters and the PR contingency plans, it’s time to take a serious look at your existing structure and strategy. Do you have an adequate content approval process in place? Do the right people understand your brand voice as well as any ethical boundaries that exist? They may seem like obvious questions now, but watching others fumble reinforces the fact that much permanent damage can be done with one flippant remark. Despite its more casual nature, social media is not the place to take liberties with your brand. All in all, Trollsville is about as laughable as it sounds, but has been proven strangely valuable in learnings. On the one hand, you’re dealing with a basement dweller set on making your life miserable for very, very vague reasons. On the other, you’re meant to seriously rethink where brand messaging went wrong - so wrong, that it’s passionately offended a handful of people who just happen to be the vocal ones. While by definition trolls aren’t prone to constructive criti-

It’s important to pour attention onto your vocal superadvocates, even more so than any vocal trolls. along, and do everything you can to protect your relationship with them. Troll fights happen. Sometimes, you’ll be blessed with the spectacle of a troll fight. Trolls will try to out-negative one another in the same thread. Do allow this to happen. They only serve to illegitimize the trolls and make your job easier. They’re also highly entertaining. Avoid deleting. Controversial, indeed. Many are in the camp of deleting anything and everything negative. After all, it is brand property and you like to keep things clean. But I tend to side with transparency - not all of it will be pretty, but it’s an opportunity to learn from criticism and share the growing pains with your community. It’s important not to confuse controversy with trolling. Mixed opinions are a great thing - inciting offensive comments is another. Deleting also falls under the passiveaggressive route. You’ve opened the community to encourage conversation, not censor it to your liking. Offering a space for trolling

cism, it’s worth tallying these complaints and creating your own actionable goals along with your strategist or brand manager. Eventually, you’ll grow from the criticism and maintain a quality mix of voices to keep your community healthy and relevant for those opting in. Caroline Chen serves in a hybrid role at Publicis Groupe futures practice Denuo, tackling copywriting, design, strategy, and community management for its host of clients. Her responsibility as the agency’s resident community manager is to help create content and manage customer relationships for clients’ social communities. Caroline coleads Denuo’s newest practice, Continuous Content. Prior to launching Continuous Content, Caroline honed her social and community expertise while working on some of Denuo’s largest social media efforts.

SearchEngineStrategies.com § SES

how search insights inform display ad buying by Hollis Thomases

nline media strategy can be as easy or as difficult as the planner and buyer choose to make it…but not without consequences. You could do a simple ad network buy, which makes things easy but doesn’t come with as much control, transparency, or targeting as the strategy might require. The much-hyped, real-time bidding (RTB) route of online media buying — which is generally for large-scale, audience-profile-driven branded buys and currently predominated by remnant (unsold) ad space — isn’t the right fit for all kinds or sizes of advertisers. In the “old school” approach, the fulfillment of the online media strategy gets dictated by the media plan, and to develop that plan you’re still likely to want to conduct some media research. Though there are plenty of media research tools out there, let’s now focus on how search can inform the media plan.

Datamine web analytics and on-site search If at all possible, get access to the advertiser’s web analytics and any other marketing software tools they have implemented on their site. They are a treasure trove of little information nuggets that can aid in your research. Web analytics can reveal: Referring keywords: Keywords that visitors used in their organic and paid search queries to find the advertiser’s site give you

SES § March 2011 {New York}

a glimpse into the customer mindset. These keywords can then be used directly in other forms of keyword-driven ad buys, like contextual, or can play a role in idea generation for other media placements. Referring sites: Referring sites indicate which websites drive the most traffic to the advertiser’s. Are there advertising opportunities on those sites? Can you find similar sites with advertising opportunities? If the advertiser’s site has a built-in search function, you should also datamine these internal search queries to find out which content visitors seek the most and what keywords they’re using to find it. Use this information as you would the above.

Simple search Unless you know clearly where you want to place all your ad dollars, your online media research may begin at the humble search bar. Use the keyword list you’ve developed from your previous datamining efforts. Mere search engine query results can not only yield concrete ad buying opportunities, but scanning these results can also give us other subtle insights — discussion topics or product reviews on blogs or social sites, pages with links to other relevant sites, content ideas for sponsorships — these all can be revealed through simple searches.

Google tools Most SEMers are already familiar with many of the tools Google offers, but don’t think of them in terms of online media. Here’s how you can connect the dots: AdWords Keyword Tool: If you want to judge the popularity or importance or a keyword based upon its search volume, turn to this simple tool using the keyword list you culled. See if particular queries spark media placement ideas you hadn’t previously thought of. Google Trends: Simply put, Google Trends shows you what’s “hot.” It displays Hot Topics and Hot Searches. Take a look at which topics and search terms are more popular (and conversely, which search terms are trending down). Your campaign strategy may even be to just piggyback on what’s trending upward at the moment. Insights for Search: Although it looks similar to Google Trends, Insights is algorithmically different and digs much deeper. Use it to compare keywords, see historical activity on those keywords, drill down by geography, and even identify related news headlines, the sources of which might play into your media placement ideas. Wonder Wheel: For the more visualminded media planner, Google search’s built-in Wonder Wheel tool shows you related search terms arranged in a wheel shape. Drilling into related terms will create new wheels with more related terms, and so on. Again, see if these lead to new ideas for media placements. To use the Wonder Wheel, do a simple Google search, then click the “Wonder Wheel” link from the left column of available search tools. AdWords Placement Tool: Accessed only from within the AdWords dashboard, this can be an incredibly valuable tool for ﬁnding ad placement opportunities. You can either enter in a list of keywords to ﬁnd relevant sites, or the URL of a known site for

commonly using. But what about those less common and long tail search phrases that might otherwise be considered uncharted territory? New concepts, products, and ideas are likely too “young” for search tools to give you much valuable data about them. Don’t despair — you can also datamine crowdsourcing and social networking media to gather media planning insights: Twitter Search: Whether you tweet or don’t, you can use Twitter Search to get an immediate pulse on practically any topic. Over 190 million users actively dialog on a variety of subjects, and many tweets contain links which in turn might reveal good advertising opportunities (not to mention there’s

of activity around a particularly relevant keyword or topic on LinkedIn, you may even want to conduct a LinkedIn ad campaign. Of course, it’s certainly not necessary to go through all of these possibilities every time you want to build a media plan and buy online advertising. Use the other media planning tools at your disposal when you can. Know, too, that if you have an odd type of product to market or tough-to-deﬁne audience end user, a little research ingenuity can go a long way to helping you build a

always Twitter’s own advertising options, Promoted Tweets and Promoted Topics to buy!) Quora: “A continually improving collection of questions and answers created, edited, and organized by everyone who uses

rational plan!

Unless you know clearly where you want to place all your ad dollars, your online media research may begin at the humble search bar. which you want to find similar sites. Google returns an extensive list of sites that can be sorted by impressions per day to see where the most active advertising real estate is. Ad Planner: This helps you identify websites where your target customers are likely to visit. Enter in the domain of a known website to see traffic statistics, keywords that referred traffic there, audience interests, and find related sites (“sites also visited”) and more.

Crowdsourcing your research Google’s own research has revealed that 20 to 25 percent of search queries are unique ones that have never been searched before. This means that search tools like Google’s are only as smart as the keywords people are

it.” The quality and integrity of the answers provided by the Quora community make it a valuable research tool. Type any keyword or topic into the search bar, and Quora will start auto-suggesting questions related to your query. Drill into any of the questions to see the answers — including links — that people have provided. LinkedIn Signal: Signal is a recently launched LinkedIn feature that functions very similarly to a Facebook or Twitter stream in that it shows you a stream of updates from other LinkedIn users. Signal has extensive ﬁltering options, such as by company name, location, or industry, that enable you to create a very focused stream. Use Signal’s search feature to ﬁnd related updates from LinkedIn professionals for any given keyword or topic. If there’s a lot

A ClickZ expert columnist since 2005, Hollis Thomases is president and founder of Marylandbased WebAdvantage.net, an online marketing company that provides results-centric, strategic Internet marketing services, including online media planning, SEO, PPC campaign management, social media marketing, and Internet consulting. Author of Twitter Marketing: An Hour a Day and an awardwinning entrepreneur, Hollis is the Maryland 2007 SBA Small Business Person of the Year. Hollis speaks extensively on online marketing, having presented for ClickZ, the American Marketing Association, Search Engine Strategies, The Newsletter and Electronic Publishers Association, The Kelsey Group, and the Vocus Worldwide User Forum.

Want to learn more? Hollis will be speaking at Wednesday’s 1:00 p.m. session, “Twitter 2.0: Creating & Distributing the Message,” and the 2:30 p.m. session “Crossing the Digital Divide: The Leap from Search to Display.” For more information, visit SearchEngineStrategies.com/newyork

SearchEngineStrategies.com  SES

show or movie, and getting it on Facebook or Twitter would be convenient. Some of these features are already offered by GetGlue, a social network for entertainment where you can tweet or post your likes and dislikes on movies, shows, and books. GetGlue boasts 700,000 users and 10 million ratings. Push a show to friends. What if you’re watching something that you think your friend would like — shouldn’t you be able to interrupt their TV viewing with an IM on the screen that says “Hey, check out this funny show on channel XYZ”? Microsoft got a patent on IM to the TV back in 2007… maybe it will be in our near future?

HOW SEARCH AND SOCIAL PLATFORMS WILL INFLUENCE TV BY LORI WEIMAN

f you think you’re just a search marketer, think again. Don’t pigeonhole yourself with narrow definitions. You’re not just a search marketer, nor isolated to a social marketer — you’re an interactive marketer. If you think you’re confined to the web, you’re wrong. This is important because pretty soon you will become a TV marketer, too. That old frontier TV is hatching itself into the new frontier. Behold its amazingness. Television still surpasses the web in consumption. The stats are a little rusty — all the way from Q1 2010 — but hear them out. According to The Nielsen Company, the average consumer spends 158 minutes per month watching TV, compared to 25 minutes using the web on a PC. I laughed when I saw these stats. Are you kidding me? I watch TV and use the Internet way more than that. So, agreeing that these numbers are laughably low for galactic media users like us, instead of raw numbers, let’s consider the universe in terms of ratios. Ratio-wise, TV has the Internet beat six to one. Connected devices make TV even more interesting: set-top boxes (e.g., DVRs with 40 percent household penetration, according to Leichtman Research Group), game consoles, app developers, and Wi-Fi-enabled LEDs. You can control video, search video, and get it from your high-speed provider either through TV channels or the web (e.g., Netflix). Television is the portal that connects your video life to your Internet life. Imagine what this means in terms of new ways to advertise, market, and sell. Connectivity is happening in mobile devices, social media, and search. Every click of the remote, every programming choice gives marketers insight into demographics and interests. Viewers are captivated audiences who spend six times more of their lives in front of a television than in front of a PC. Even more intriguing is that consumers who use DVRs are actually more likely to watch ads. According to Deloitte, 42 percent of all ad dollars will be spent on TV in 2011 to the tune of $200 billion dollars. I think we’re talking about nine to 10 times the size of search and social ad spends combined. Now what if we could marry search, social, and TV? What would that look like? Here are some ideas and some apps that are making this a reality: Cable TV to go. Why can’t you watch your subscribed TV on the road? Comcast Xfinity says you can with an iPad app that gives you Wi-Fi access to 3,000 hours of TV programming and soon live TV through 3G networks. Rate shows and view ratings from friends. I’d like to see consumer reviews and ratings along with movie and TV listings on the DVR. At a minimum, net-based reviews sites like Rotten Tomatoes reviews should be pulled in. Even more effective is what your network of friends thinks about a

SES  March 2011 {NEW YORK}

Tweets will flow across a portion of the TV screen relevant to the show at hand. Ad insertions, with demographic and interestlevel targeting, are therefore inserted into the stream in a texty way. Searchable TV leads to e-commerce push. Search technology that enables consumers to search through how-to videos and product reviews will enable a new place for e-tailers to advertise. These can be text ads near the video results linking directly to relevant products on web pages, accessible through Wi-Fi-enabled TV devices. Facebook tells us what to watch. Our friends post their likes and dislikes of television and movies through Facebook, influencing our decisions on what to watch. Networks and studios can use this opportunity to push sponsored pilots and previews of similar shows and movies to audiences through Facebook. For example, TV networks could sample pilot shows through Facebook, pushed to the proper audiences, before ever launching them on TV. TV ad auctions become more widespread and more useful. You will be able to use the web to buy media on the TV and push it to local markets. Google is already trying this concept using the AdWords interface. Perhaps, we’re still a bit away from the predicted convergence of PC and TV. We aren’t quite there with true shopping from the TV, that’s for sure. We do know this: TV is about watching TV. Search and social media fit quite nicely into the “watching” mode of TV. Search helps us find

Television is the portal that connects your video life to your Internet life. Insert user commentary during TV viewing. I’m tired of yelling at my TV. It’s not fair to you that my hilarious commentary is isolated to the walls of my house. Show me the tweets at the bottom of the screen while I’m watching live TV. That would be entertaining and satisfying. Searchable TV. Beyond searching by show title, can we also search for content within the video stream? This could be quite useful for shopping applications like searching for newsworthy reviews on cars, electronics, and other items for potential purchase. While TV is in the early stages of getting a boost from search and social media, as these new concepts take hold, they will bring new ways for search and social marketers to advertise. My predictions: Twitter on the TV becomes a reality.

what we want, when we want it, and social gives us insights from friends, fans, and the world. I hope that we can add TV marketer to our list of SEM, SEO, and social monikers soon! Lori Weiman is CEO of The Search Monitor, a company that tracks competitors, trademarks, and affiliates on search, shopping, local, and social media. Prior to The Search Monitor, Lori co-founded KeywordMax.com (now a division of Digital River, Inc.), and worked on interactive TV with Time Warner Cable. Recent speaking engagements include SES, SMX, AffCon, Search Insider Summit, and Affiliate Summit. Twitter: @searchmonitor

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WORKING TOGETHER IN A DATA-DRIVEN ENVIRONMENT

BY XUHUI SHAO

ast year was the year of platforms for the online advertising industry. Demand-side platforms, supply-side platforms, data platforms, etc. are all gaining adoption at an accelerated pace. In addition, new technologies and advertising solutions have been introduced for just about every facet of a marketer’s needs. As the inventory available across ad exchanges increases and publishers look to adopt audience-based targeting and buying models, the data-driven ad market is ready for a big leap. However, just like any technology enabler, significant barriers to growth exist in making all of this complex technology work together. For example, I see two challenges facing us head-on in 2011: the lack of standards and lack of openness. In order to work together, we need standards that ensure the flow between all data-driven advertising players from DSPs, ad exchanges, data providers, yield optimizers, analytics to ad servers, and so forth. Plus, in order for standards to be useful, we need to see broader adoption. The short history of high-tech is littered with abandoned standards such as Betamax and Firewire. In December 2010, the industry took a large step forward with OpenRTB, a project designed to provide open industry standards for communication between the buyers and inventory providers. While this is a great example of companies working together to remove barriers to growth, this is not enough to drive industry-wide adoption. Bottom line: we need to do a lot more work to remove technical roadblocks that impact marketers’ ability to achieve the best solution for their needs. Here’s what I see as the three defining characteristics that will help various platforms to work together and grow the adoption of data-driven advertising in the coming year: Transparency: Platforms can’t be black boxes. For digital advertising platforms, everything has to be a lot more transparent: how much you charge for each bit of data; on what inventory and what sites are the ads shown; what the performance is and how it is achieved. Better yet, just bring all the data to the table so that advertisers and media buyers can easily dig into the data and make more informed campaign decisions. Inter-operability: Platforms need to be compatible, meaning that the different systems and sub-systems can work together like the plumbing in Bill Gates’ house. These

SES  March 2011 {NEW YORK}

systems can be internal or external systems. And when we say work together, we really mean working together with the full potential of each end. This means the data and events from one system ﬂow to another platform with no loss, no delay, and no dropped bits. Transactions and data bits always add up, show up in reporting, and are factored in analytics and optimization at all times. The optimization done on one side can be propagated over to the other side in a compatible, unhindered fashion. This might be a lofty goal for this year, but until we achieve this level of integration, we’ll be stuck in the pre-Web 3.0 world for a while longer. Best of breed components: This is prob-

Transparency can also mean giving off additional insights, value-add data, or visibility into inventory structure. Everyone has to adopt the same set of standards to allow these data bits to flow freely through the plumbing system. Data providers and other solution providers also benefit from transparency as it means more opportunity and visibility in creating the value-add service in the first place. Interoperability means the largest amount of your services can be preserved and piped through unthrottled. The best component principle also means more healthy competition on technology and quality, which ultimately rewards innovation and hard work. This is a crowded ecosystem with many

The transparency of inventory should be rewarded like an organic apple; it may not be the shiniest in the basket, but it’s safe to pick and consume. ably the most controversial one. I’m in the camp that argues a sheer number of choices shouldn’t define what technology platform is the best. It’s the number of best of breed components that matters. Clients prefer systems that enable them to choose the highest quality components and have the flexibility to fit all the right pieces together. One gold star for each best component: best UI, best data warehouse, best throughput and reach, best security and privacy, best optimization, best number crunching, best visualization and reporting, and so on. The ability to work together and drive standards is critical for all of us — advertisers and media buyers, publishers, data companies, and other value-add solution providers. Marketers should use these three characteristics as criteria when evaluating the platforms they plan to work with. After all, if they want to differentiate themselves from others, it’s important to be a sophisticated consumer that demands these factors in order to create a highly-customized solution built specifically to their vision and company needs. For publishers, it’s time to drive home the value of transparency. The transparency of inventory should be rewarded like an organic apple. It may not be the shiniest in the basket, but it’s safe to pick and consume.

great innovators, and the faster we can work together, the better the opportunity there is to grow data-driven advertising and achieve more market share. In the end, everyone should be a winner as we speed up adoption and drive up the efﬁciency of digital advertising with yet another wave of innovation and value creation. Xuhui Shao is chief technology officer at Turn. He focuses on the power of optimization, machine learning, and advanced analytics solutions in driving new business models, products, and services across all industries.

Want to learn more? Learn more about RTB, DSP, ATD - and WTF! - at the IAB Ad Network & Exchanges track on Tuesday. For more information, visit SearchEngineStrategies.com/ newyork

http://www.example.com/noindex/home/ televisions/flat-screen/sony/52/LED/ would not be spidered, but: http://www.example. com/home/televisions/flat-screen/sony/ would be. This works because the robot knows a priori — based on the URL — which pages are useful and which are not. The method to determine which links should be built which way is not the concern of the robot, but one reasonable simple way is not to allow more than a few selections. This greatly reduces the size of the spider trap. Note that meta-exclusion, though similar in purpose, is almost certainly the wrong decision — and for this same reason, canonicalization cannot work as well. Since it is on-page, a bot must crawl that same spider trap of offending pages to know about the exclusions. In fact, any on-page methodology is well-suited only for small-to-medium quantities of content to be excluded (or canonicalized). Implemented with these concerns in mind, a website with a faceted navigation scheme can help to create a set of legitimate landing pages that may complement subcategory pages — for users as well as search engines and PPC campaigns. In fact, one could probably debate whether some facets are subcategories or vice versa. If this is true, it stands to reason that excluding everything wholesale cannot be optimal. Implemented carefully, exposing many facets to robots will create high-quality landing pages for long-tail searches. Without care, however, faceted navigation will weave a giant spider trap with seemingly-infinite URL permutations of the same products. In fact, some faceted search implementations — B&H included — do “address” this concern by excluding their faceted navigation pages from search engines entirely. Unfortunately, this is not a solution, and anything but optimal — as one might expect after observing the overlapping functionality and purpose of subcategories and facets. There may be no one universal solution, but the above approach may keep a robot from shedding blood, sweat, and tears while spidering. A best solution is elusive, and I’m open to new ideas and suggestions.

HOW TO MAKE ROBOTS CRY WITH FACETED NAVIGATION

BY JAIME SIROVICH

sability engineers have spoken at length about faceted navigation. Humans do not enjoy navigating through many levels of intermediate pages on category-based websites — where, at any point they may click the wrong thing and reach a dead end. Marketers enjoy this as much as they enjoy a bad case of the ﬂu, and a faceted navigation scheme may just be the panacea. Unfortunately, much less has been said about the search marketing and optimization problems that arise with this form of navigation. Faceted navigation is an almost-universally positive experience for humans. Two of the most important beneﬁts are: 1. Facets permit users to combine selections to zero in on results. 2. Facets permit users to make those selections in any order. Many of the big box stores have already implemented it. This includes well-known brands such as Amazon, Home Depot, and B&H. Newegg.com may also be remembered as one of the earliest to take the plunge. Just as the so-called “web directories” have all but evaporated from the thread of the web, category-only navigation might soon do the same. Does anyone actually use a directory in real life? And not just for the links! It turns out that many decisionmaking processes are not facilitated by a rigid categoryonly navigation scheme. A category tree assumes an exact process in an exact order. It can only be walked in that order — for example, “Home > Televisions > Flat Screen > LCD > 50.” The user might select different options such as LED instead of LCD, but the path for each decision would be the same. That looks like it makes sense on the surface. But perhaps size matters more than underlying technology for some users — 60”-plus or no deal. The user might not care whether the television is LCD or LED — or DLP. And here, faceted navigation rises to the task. The combination of a shallow category tree for basic decisions — with a series of facets — may be the best approximation of a talented salesman discovered yet. Humans don’t like to conform this way — we like choice. The problem is that while humans exhibit intelligence and intent, we only click combinations relevant to us; robots do not. A robot has nothing better to

do, and often no other choice, than visit most everything. That’s a problem when a robot can combine selections and do so in any order. Do the math. Technologies that are often great for users like intra-facet multiple value selection only make the numbers far worse. The result: a massive spider trap on any website with over a few thousand products. Even a seasoned search marketer might immediately begin by throwing new technologies such as rel=”canonical” at the problem, thinking they’re the latest and greatest. Or she may surrender and conclude there is simply no way except to exclude the entire trap. However, this is not the case. Rather, as is the case much of the time, throwing technology at a problem — or making drastic decisions — often doesn’t lead to the best answer. One option is a creative application of traditional robots.txt-based exclusion. Exclusion makes sense because the content generated by facet pages is only similar, not duplicate. We have many thousands of combinations of unique, but undesirable pages. One might generate undesirable URLs with a preﬁx such as “/noindex/,” but not do so for the desirable ones. For example:

While humans exhibit intelligence and intent, we only click combinations relevant to us; robots do not.

Jaimie Sirovich is a search marketing consultant. Officially he is a computer programmer, but he claims to enjoy marketing much more. At present, Jaimie is focused on helping clients sell everywhere, and achieve multichannel integration with major websites such as eBay, Amazon, and even Craigslist. He is the author of Search Engine Optimization With PHP. Jaimie can also be reached directly at jaimie@seoegghead.com.

Want to learn more? Jaimie will be speaking at Wednesday’s 1:00 p.m. session, “Technically Speaking, This is the Way You Do It.”

SearchEngineStrategies.com  SES

RISE OF THE

DIGITAL DRAGON BY: ADALINE LAU

Vendio, and management provider Auctiva as part of its $100 million investment in AliExpress, a wholesale unit targeting SMEs in America. Tencent, one of the largest and most proﬁtable Internet companies in China with more than 600 million users on its QQ instant messenger, is also the third largest Internet company in the world by market capitalization after Google and Amazon. Last December, the company launched an international version of its instant messenger, QQi, available in English, Japanese, and French with plans to launch an English language social networking site this year. With China’s imminent growth into a digital superpower, ClickZ.Asia is committed to serving marketers globally with the most up-todate insights and best practices about digital marketing trends and providing perspective on the quickly-evolving advertising and marketing landscape in China and the region.

Call for speakers: SES Shanghai On May 24 and 25, 2011, SES Shanghai, ClickZ’s sister brand, will be holding a search marketing conference covering topics such as search marketing, analytics best practices, and the business value of social media. If you would like to speak at this event attended by C-level marketers, brand managers, and agency professionals, please refer to the speaker guidelines. Or if you would like to attend, you can ﬁnd more information, including the lineup of speakers and programs on the SES website.

Also in ClickZ.Asia...

hina tops the world in number of Internet users at more than 450 million, and its number of users accessing the Internet on mobile devices is said to have exceeded the population of the U.S. as of last year. Chinese companies are starting to gain worldwide attention. Baidu, China’s largest search engine, saw its market share continue to rise — up from 73 percent to 75.5 percent between Q3 to Q4 in 2010 — eating into rival Google’s market share, which fell from 21.6 percent to 19.6 percent in the same period, according to the latest report from China research ﬁrm Analysys International. Baidu clearly dominates the China search market, and recent developments suggest it is strengthening its presence beyond China. This includes Baidu’s strategic partnership with Japan’s largest e-commerce site Rakuten; launching the largest B2B2C shopping mall for consumers in the country; appointing an exclusive reseller in four Asia markets — Hong Kong, Taiwan, Singapore,

With China’s imminent growth into a digital superpower, ClickZ.Asia is committed to serving marketers globally. and Macau — as well as launching an English language blog to attract an international following. In e-commerce, Alibaba is China’s largest online marketplace and owns Taobao, the country’s largest Internet retail website, which has more than 300 million registered users. Additionally, the e-commerce giant beefed its presence in the U.S. with two acquisitions last year that include eBay auction manager

Marketing experts based in Asia share their expertise on the latest trends in interactive marketing. Consider these recent columns: China: Digital Marketing Trends for 2011 Microblogging, product placement, and location-based services are going to be some of the big trends for this year. By James Wu Why China’s Ad Networks Are Different From the West CPM-based ads do not work in China, and here’s why. By Eddie Choi Adaline Lau, ClickZ Asia editor, oversees day-to-day editorial operations covering digital marketing from search to social media, mobile to analytics in the region. Before ClickZ, she was senior reporter at Marketing Magazine and has worked as a journalist for The Singapore Marketer

Want to learn more? To find more information on SES Shanghai, including the lineup of speakers and programs, visit SearchEngineStrategies.com/shanghai

SearchEngineStrategies.com  SES

REACHING THE MOBILE SHOPPEr:

BEFOrE, DUrING, AND AFTEr THE BIG SALE

BY GrEGG STEWArT

hink that all mobile shoppers are in the final stage of the buying-decision process? Think again. The reality is that the “typical” mobile shopper doesn’t exist. In fact, mobile shoppers — smartphone users, in particular — utilize their devices increasingly throughout their shopping experiences, entering and exiting the purchase process at various points. Furthermore, the ways in which mobile shoppers can actually use their phones during the shopping process are essentially limitless. The businesses that target their messages/promotions and manage to engage shoppers across this usage continuum will generate more revenue than businesses that treat mobile simply as a digital, “point-of-sale” medium. 60

SES § March 2011 {New York}

The role of mobile in the shopping process The bottom line: The role that mobile devices play in the shopping process cannot be narrowed down to an overall, easily identiﬁed function, especially when talking about consumers who use mobile devices for shopping purposes. Take the recent holidayshopping season, for example. According to a study by GfK Roper, smartphone owners not only used their devices to ﬁnd stores and to make purchases, but also for everything in between, from comparison pricing and inventory checking to sharing store and purchase experiences on social sites (to name a few). Easier to pinpoint are the changing roles that mobile devices serve, as searchers shift to shoppers and, ultimately, buyers. For example, how consumers use their mobile devices before they get to your store is quite different than how they use them once inside or once they leave.

be completely lost.

During the store visit You got the mobile shopper in your store, now what? Consider arming consumers with the mobile technology they demand. QR

Developing a loyalty program will not only keep current customers coming back, but it will also provide you with an easy way of gauging what is and isn’t working for your mobile campaigns.

Target-rich environment

Before the store visit The primary goals of a mobile searcher are to either find a business with a needed product/service or to find a business’ address, according to my company’s Local Search Usage Study, conducted by comScore. So, clearly, the first step to get such a searcher into your store is to ensure that you are found. Hopefully, you have already tested mobile search, SMS, and directory campaigns to find the best way of achieving

The ways in which mobile shoppers can actually use their phones during the shopping process are essentially limitless. this for your business. But consider other avenues that mobile searchers are using to find local business information. Social networking sites have mobile platforms for all major device types, as do consumer review sites like Yelp and Citysearch (ratings and reviews are more important to mobile searchers than any other type of searcher, with the exception of social networkers). In addition to how mobile searchers are finding your business, consider what additional information they may be seeking before deciding to visit your store. For instance, a September 2010 study by Sterling Commerce shows that checking product availability is the foremost use of mobile phones by U.S. Internet users during the shopping process. If you are a retailer and your mobile website does not offer this functionality, you may have just lost a sale — not to mention that if you do not have a mobile-friendly website, then your marketing goal of driving mobile-site traffic could

codes allow mobile shoppers to gain product knowledge or to obtain special in-store discounts simply by scanning. Mobile applications, although not limited to the “store visit” shopping phase, can encourage shoppers to interact with your business or brand while in your store. According to Harris Interactive’s EffectiveUI Survey (November 2010), more than three-quarters of mobile app users feel that companies should have mobile applications to simplify interaction. If you are going to engage in-store mobile shoppers with exclusive discounts and promotions, make sure that such offers are relevant to your brand. Most importantly, your in-store sales force, from frontline to behind-the-scenes employees, must be made fully aware of any promotions. Offering a free dessert through a Foursquare promotion will mean nothing if your waitstaff does not know about the deal. Keep in mind that the kind of mobile shopper who is privy to offer redemption via Foursquare is also the type of consumer who is prone to share experiences on social networks and review sites.

After the store visit The mobile experience certainly does not end with the store visit. Whether the in-store experience was good or bad, it is imperative that you monitor what mobile shoppers are sharing about those experiences on socialnetworking and consumer-review sites and apps. The line between mobile and social has become very blurred, and the distinction will continue to be clouded moving forward. Think about rewarding your current customers with loyalty programs for mobile. More than one-third of mobile phone owners in the U.S. are interested in such programs from trusted brands; according to Hipcricket’s 2010 Mobile Response Survey, conducted by Zoomerang, this interest is greater when loyalty programs can be joined from brand pages on social networking apps.

The question being asked by many advertisers is, “Is this the right time to get started in mobile?” Simply put, yes (the key reasons being search and shopping volumes are quickly growing, and those types of consumers are buyers). According to the Local Search Usage Study, 70 percent of mobile users follow up their searches with actual purchases. That means advertisers who are able to identify when and how to engage mobile searchers and shoppers will get a leg up in the mobile world. Get started, and, as always, measure your results, because if you can measure it, then you can optimize it. Gregg Stewart is president of 15miles, a full-service marketing agency specializing in digital and offline media. Headquartered in New York, 15miles is the world’s largest local-search agency with more than 40 years of industry experience to support its offline, online, and mobile solutions for businesses of all sizes, including Fortune 500 companies. At the helm, Stewart applies his successful, tenured career in interactive advertising and local search to the ongoing development of digital solutions for his clients’ online-marketing campaigns. Through his strategic counsel, national and local brands become better equipped to target and reach niche consumers for increased leads and sales.

Want to learn more? Gregg will be speaking at Thursday’s 10:45 a.m. session, “Local + Social: The Future of Promotion.” For more information, visit SearhEngineStrategies.com/newyork

SearchEngineStrategies.com  SES

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SearchEngineStrategies.com ยง SES

around the Town:

New York

Restaurants

1 Bar Americain $$$$ 152 W. 52nd Street (b/t 6th & 7th avenues) Hours: Mon-Fri 11:45a-2:30p (lunch); Sun-Mon: 5-9:45p, Tues-Thu 5-11:00p, Fri-Sat 5-11:30p Phone: (212) 265-9700 Cuisine: American www.baramericain.com

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

4 Menchanko Tei $ 43 W. 55th St. (b/t 5th & 6th avenues) Hours: Mon-Thu 11:30-11:30p; Fri 11:30-10:30p; Sat -Sun 11:30a-10:00p Phone: (212) 247-1585 Cuisine: Japanese www.menchankotei.com

5 The Modern $$$$ 9 W. 53rd St. (b/t 5th & 6th avenues) Hours: Mon-Fri 12-2 (lunch); Mon-Thu, 5:30-10:30p; Fri-Sat 5:30-11p; Sun closed Phone: (212) 333-1220 Cuisine: French www.themodernnyc.com 6 The Palm (NYC West Side) $$$ 250 W. 50th St. (b/t Broadway & 8th Ave.) Hours: Mon-Fri 11:45a-11:30p; Sat 11-12a; Sun 4-10p Phone: (212) 687-2953 Cuisine: Steakhouse www.thepalm.com 7 Redeye Grill $$$ 890 7th Ave. (at 56th Street) Hours: Mon 11:30a-10p; Tue-Sat 11:30a-11:30p; Sun 11a-10:30p Phone: (212) 541-9000 Cuisine: Seafood www.redeyegrill.com

8 Toloache $$ 251 W. 50th St. (b/t Broadway & 8th Avenue) Hours: Lunch: Mon-Fri: 11:30a-3p Dinner: Sun-Mon 3-10p; Tue-Thu 3-11p; Fri-Sat 3p-12a Phone: (212) 581-1818 Cuisine: Mexican www.toloachenyc.com

Bars

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

10 Whiskey Trader 71 W. 55th St. (b/t 5th and 6th Avenue) Hours: Mon-Sun 4p-4a; Phone: (212) 582-2223 whiskeytradernyc.com 11 Heartland Brewery & Restaurant 1285 6th Ave. (at 51st Street) Hours: Mon-Sat 11:30a-10p; Sun 1p-9p Phone: (212) 582-8244 heartlandbrewery.com 12 Rosie O’Gradys 800 7th Ave. (at 52nd Street) Hours: Open daily 11:30a-12a; bar open until 3a Phone: (212) 582-2975 www.rosieogradys.com

KEY R

Restaurant pricing

$ $$ $$$ $$$$

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

SES  March 2011 2010 {N {NEW EW Y YORK ORK} }

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

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

 Attractions

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

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

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

1370 Sixth Avenue (at 56th Street) Directions: 2 blocks north from Hilton Phone: (212) 586-2740

23 Duane Reade 51 W. 51st St. (b/t 5th & 6th avenues) Directions: 2 blocks southwest from Hilton Phone: (212) 582-8525

$ Banks

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

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

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

Sports & miscellaneous All sporting events below at Madison Square Garden, located at 33rd Street & 7th Avenue (not on map) NBA basketball: New York Knicks Monday, March 21 vs. Boston Celtics (7:30p)

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

16 Rockefeller Center & Tour 30 Rockefeller Plaza Admission: Adults $12; children $10 Hours: Mon-Sat 11a-5p; Sun 11a-4p Phone: (212) 698-2000 www.rockefellercenter.com

Drugstores

22 Duane Reade

NHL hockey: New York Rangers Thursday, March 24 vs. Ottawa Senators (7:30p)

AREAS OF INTEREST (last three not on map)

21 Wachovia Bank

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

49 Rockefeller Plaza (b/t 5th & 6th Avenue) Directions: 2 blocks South from Hilton Phone: (212) 445-6300

24 13

7 22 21 19 20

✦

12 8 3

10 4

9 23

15 11

SearchEngineStrategies.com  SES

•S

I N C E 19 6 1•

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Speaker Bios SearchEngineStrategies.com ยง SES

Jeff Adelson-Yan

Co-Founder and Managing Partner Levelwing Jeff Adelson-Yan is a Co-Founder and Managing Partner of Levelwing, a digital advertising agency that provides data-driven marketing solutions. In 2002, Adelson-Yan co-founded Levelwing with Steve Parker, Jr., growing the agency out of a 450 square foot New York apartment into a multi-office agency serving global clients. Today Levelwing operates in both NYC and Charleston, S.C., and serves clients in the automotive, finance/banking, healthcare, retail and travel industries, among others. In 2010 the agency was named the #1 Fastest Growing Company by the Charleston Regional Business Journal and was recognized as the 688th fastest-growing private company in America by INC Magazine500/5000 List. Recognized as an industry authority, Adelson-Yan has been a featured speaker at various conferences and events and is a repeat university lecturer.

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 award-winning 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.

Jonathan Allen

Speaker Bios

Director SearchEngineWatch

Jonathan came on board as director of Search Engine Watch with Incisive Media in December 2009. This newly created role will see him bring the spirit of collaboration back to Search Engine Watch and transform the site into a vibrant community of search and tech marketing professionals. Before joining Search Engine Watch, Jonathan worked as search marketing specialist for Incisive Media on leading B2B print/online publications and job boards in the legal, tech, and finance sectors, including websites such as Legal Week, TheInquirer.net, V3.co.uk, Accountancy Age Jobs, and Computing Careers. Previously, Jonathan worked as an SEO consultant and also co-founded Moblog:tech, an award-winning mobile social networking software provider and owner of the Webby 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 is what is really inspiring Jonathan in 2010.

SES § March 2011 {New York}

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 2nd-generation software tools to improve conversion rates. SiteTuners’ unique AttentionWizard.com visual attention prediction tool can be used on a landing page screenshot or mock-up 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. Tim is the host of the weekly Landing Page Optimization show and podcast on WebmasterRadio.fm. He received his B.S. and M.S. during his PhD. studies at UC San Diego. Tim is the author of the bestselling book Landing Page Optimization.

Matthew Bailey

SES Advisory Board & President Site Logic Marketing

Matt Bailey is the president and founder of SiteLogic, a website marketing consultancy, and has been training businesses about website marketing since 1997. He is in demand worldwide as a speaker for the Search Engine Strategies conferences, the Direct Marketing Association (DMA), and the American Advertising Federation. He speaks at over 30 international conferences, seminars, and training sessions each year. Seminar attendees consistently rave about Matt’s conversational, entertaining speaking style and his ability to explain high-level search marketing concepts in a way that even “non-techies” understand. Matt is the primary trainer and developer for the DMA’s search engine optimization certification program, and the trainer for its two-day website marketing seminar. This year, Matt was selected as the DMA’s emissary to France because of his expertise in search marketing.

SETH BARRON

Sr. Advertising Solutions Manager Google | YouTube ZOO

Seth Barron joined Google in the Chicago, IL sales office in July of 2002 as an Account Strategist and was the 10th Strategist ever hired at Google. In July of 2005 Seth relocated to New York to assume the role of Industry Operations for Automotive, and was the Industry Sales & Operations Manager until December 2009. In this role Seth was responsible for operations & sales go-to-market strategy across the Americas region, as well as helping automotive clients leverage new products & features for continued success with Google advertising programs. Seth transitioned to work on the Google | YouTube ZOO - Creative Content Development - team in December of 2009 where he is now focused on developing creative programs and brand activation strategies for F1000 Technology clients across the Google and YouTube platforms.

Seth is a graduate of Brandeis University where he earned a Bachelor of Arts degree with High Honors.

Seth Besmertnik CEO Conductor, Inc.

Andrew Beckman

As CEO, Andrew Beckman oversees the strategic direction and business growth of Location3 Media and its division, Local Search Traffic. Andrew founded Location3 Media in 1999 as a media buying agency and has since expanded the portfolio of services to include PPC management, SEO, social media, local search marketing, web analytics, creative service, mobile marketing, landing page optimization and more. Prior to founding Location3 Media, Andrew was an international sales manager for DoubleClick, Inc. He was charged with opening new sales offices, as well as training teams on U.S. search marketing strategies. Andrew is an active member of DMA’s Search Marketing Council and a governor for the DMA ECHO Committee. He graduated from the University of Maryland with a bachelor’s degree in international business.

Michael Benedek President AlmondNet Data Division

Michael Benedek is President for AlmondNet’s data division. Benedek was formerly Vice President, Business Development of AlmondNet. He joined AlmondNet in 2000 as Vice President, Business Development. His experience extends to over 15 years in the Internet, financial services and healthcare fields with OneClip.com in New York, and with Shahal Medical Services and Bank Hapoalim in Tel Aviv, Israel.

Nick Berry President DataGenetics

Nick is the president of DataGenetics, a consultancy company specializing in datamining. A native of the UK, he was educated as a rocket scientist and aircraft designer. He has over 20 years of experience in the software industry. Prior to founding DataGenetics he was the GM of analytics for RealNetworks, and before that spent 14 years at Microsoft. Nick came to Microsoft through the sale of his UK company to them in 1994, and was recognized by the Sunday Times Magazine as “One of the top 50 entrepreneurs of the Decade”. In addition to his computer expertise, Nick is passionate about data privacy and holds a CIPP qualification from the International Association of Privacy Professionals. He is an active member of the privacy community and speaks at various events about the legal and ethical aspects of data collection, use, and destruction.

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

Puneet Bhasin

Manager Network Operations Schematic INC

Puneet disassembled his first computer when he was 6 years old, and it was love at first byte. He’s worked in the IT industry for more than 10 years, providing solutions and implementations for companies both in-house and as a consultant. He has managed IT projects from small-scale hardware roll outs to large implementations of corporate infrastructure software. Puneet is currently working as the Manager of Networks operations for Schematic in LA.

Thomas Bindl

SES Advisory Board & Founder & CEO Refined Labs GmbH

Thomas is Founder and CEO of Refined Labs as well as author for various publications and books, Advisory Board Member at 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 cross-campaign optimization, as well as leading SEM bid management. The focus is on corporate PPC spenders as well as agencies across Europe with data integrations from Google, Yahoo!, Microsoft adCenter, Omniture SiteCatalyst, affili.net, Zanox as well as many other systems. Refined Ads is considered a leading solution in multiple central European countries. Clients using the technology include be2, Experteer or SIXT as well as agencies like metapeople, blueSummit or Yellow Tomato and manage significant annual ad spend.

SearchEngineStrategies.com § SES

Speaker Bios

CEO Location3 Media

Chris Boggs Director, SEO Rosetta

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

Jessica Bowman

SEO Strategist and in-house SEO Expert SEOinhouse.com

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

Jim Boykin

CEO and Link Building Ninja We Build Pages Internet Marketing Services

Ivan Braiker CEO Hipcricket

Ivan has been a force for change in media and marketing for decades. He began his 30 years in broadcast media as an account executive with a CBS television affiliate in Las Vegas, but soon became co-owner and operator of a radio station there. In 1976, he took a position heading Belo Broadcasting’s radio division, where he was recognized as a successful major-market General Manager. He later co-founded and was president of Satellite Music Network, the first radio network to distribute live, 24-hour programming via satellite - an innovation that earned him Billboard Magazine’s “Trendsetter of the Year” award. In the interim, he built a series of radio networks, starting with Olympia Broadcasting, which became one of the first publicly-held radio groups. When Ivan got there, it was a single station; when he left, it held a 15-station portfolio with presences in eight key markets. He subsequently co-founded and served as president of New Northwest Broadcasters, which grew under Ivan’s leadership to hold more than 40 stations.

lIsa Buyer President & CEO The Buyer Group

When it comes to relationships, Lisa Buyer @lisabuyer believes the connection between social media, search and public relations is exponential. As the founder of three media companies and CEO of The Buyer Group, Lisa is ambitious about the influence of public relations on social media, SEO and SEM, and she continues to share her innovative approach with clients, peers and associates. 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 public and private companies in the technology, real estate and health/beauty industries. Lisa is the editor of several blogs and teaches online courses on applying social media to business networks. She is a regular speaker and moderator on topics of online PR, social media and search at national conferences, including Search Engine Strategies and PubCon. Lisa is a certified Google AdWords professional and is a SEMPO and SFIMA member. She served on the executive board of the American Lung Association of Florida and is past-president of International Association of Business Communications South Florida chapter.

Speaker Bios

Sergio Carrera 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 to be a company that employees about 35 ninjas. Jim had lead We Build Pages into into several techniques of helping their clients to achieve higher traffic via methods such as: on page optimization, link building, content creation, widget services, and internet marketing consulting. For years Jim blogged about link building, and has won several link building awards including “Best Link Building Blog” in 2006 and 2007 by Search Engine Journal. Prior to We Build Pages, Jim attended Rider College in New Jersey studying marketing and politics. After college Jim traveled the USA spending several years working in a number of national parks.

SES § March 2011 {New York}

General Manager Televisa Publishing + Digital

Sergio Carrera has been the Managing Director for Televisa Publishing and Digital for the USA and PR since May 2009. Before this position, Sergio was the CFO of Editorial Televisa and Televisa’s Distribution companies from 2001 to 2009. Prior to that, from 1995 to 1998, Sergio worked as an Investment Banker for Merrill Lynch servicing the Latin American Region. Sergio holds a BA in Economics from SDSU in California and an MBA from IESE Business School in Barcelona Spain.

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Mel Carson

Microsoft Advertising Community Manager Microsoft Advertising

Mel’s role as Community Manager at Microsoft Advertising is to build relationships within the online advertising community by supporting and educating through the Microsoft Advertising Blog, evangelising through social media and by speaking about internet marketing at conferences, trade shows & other events. Mel began his digital advertising career as an editor at the search engine LookSmart in 2000, spending time at 24/7 Search as an Search Account Director before moving to Microsoft in 2005. He was part of the team that planned & executed the UK roll-out of Microsoft adCenter in August 2006, and it didn’t take much persuasion for Mel to join Microsoft Advertising Community Team when it became apparent that Social Media Marketing was going to be huge! Mel has spoken about adCenter, Search, Social Media & Digital Marketing at conferences and events in the UK, Las Vegas, New York, Toronto, Reykjavik, Dublin, Barcelona & Tenerife.

David Carter CTO Awareness, Inc

David provides the overall technology direction of the company and consults with our customers to align their internet strategy with their corporate objectives. David founded WebPartz Inc. which was acquired by Awareness in March of 2003. Prior to forming WebPartz, he spent 11 years at Microsoft where he had held various positions including Manager of Internet Strategy, Marketing Manager Knowledge Management, Content Management, and eCommerce products. In each of these roles he worked closely with large corporations rolling out the Microsoft platform and developing a business strategy. His last role was as Internet Strategy Manager where he oversaw sections of microsoft.com and Microsoft Canada’s Intranet.

Anto Chittilappilly

Speaker Bios

Co-Founder, President & CTO Visual IQ

Anto Chittilappilly is the Co-Founder, President and Chief Technology Officer at Visual IQ®. He is responsible for the company’s overall engineering and technology innovation strategy and is the primary visionary and architect behind the company’s IQ Intelligence Suite. Visual IQ is recognized by Forrester Research as a leader in the interactive attribution management space.Anto is a recognized expert in the fields of marketing mix modeling, marketing attribution and cross channel marketing analytics. Prior to co-founding Visual IQ, he served in various technical and business roles at Sun Microsystems. He also represented Sun at several Java standards consortiums to develop industry standards for data analytics, working with other providers such as Oracle, IBM, SAS and SPSS. An accomplished speaker and author, Anto has spoken at industry events such as ad:tech and the DMA Annual Conference, and written articles for iMedia Connection, Target Marketing and BtoB Magazine among others.

SES § March 2011 {New York}

Eddie Choi

SES Advisory Board & Managing Director Frontiers Digital

Eddie Choi, the Managing Director of Frontiers Digital Hong Kong and Shanghai, is widely regarded as one of the best B2B digital marketers in the Greater China region. Eddie specializes in online lead generation and conversion strategy. Most recently, Eddie led the digital strategy development for the Hong Kong Trade Development Council, the international marketing arm for Hong Kong manufacturers, traders and service providers. Eddie is the author of the digital marketing blog: TRADEDOT.COM

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 search engine optimization (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 search engine marketing. Widely recognized as a search marketing expert, he has been quoted in such publications as The Wall Street Journal, USA Today, PC Week, Wired Magazine and Smart Money, and is a frequent speaker at national industry conferences.

Alex Cohen

Senior Marketing Manager ClickEquations

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.

James Colborn

Director, Microsoft Advertising Microsoft

James runs a product marketing unit for Microsoft’s network advertising business. Previously, he was responsible for the public relations, marketing, and evangelism of Microsoft adCenter. Prior to Microsoft, James worked for

> Developing strategies.

Expanding keyword lists. Testing messaging. Deploying ad copy. Targeting landing pages. Implementing research. Querying results. Tracking seasonality. Importing data. Scaling tactics. Exporting data. Modeling online customer touch points. Leveraging inventory. Incorporating margin. Evaluating Lifetime Value. Developing content. Optimizing keywords. Refining sophisticated bidding. Clearly reporting custom metrics. Factoring offline conversions. Targeting geography. Allocating offline marketing channels. Providing context. Maximizing spend. Executing strategies.

Full Service. Better Results.

Paid Search | Attribution www.rimmkaufman.com

a boutique search engine marketing firm, Inceptor, where he was responsible for search strategies for both pre-sales and post-sale customers. In addition to working in online advertising for over 10 years, James authored “Search Marketing Strategies: A Marketers’ Guide to Objective Driven Success from Search,” has written numerous articles, and has been part of the online marketing industry speaking circuit — including SES, ad:Tech, DMA, SMX, and MediaPost conferences — for more than seven years.

Business at Rochester Institute of Technology where he runs all Web and social presences. He has been coding HTML since 1993 and has been involved in search marketing since 1999. Thom is a serial entrepreneur who piloted one of Rochester’s first Web marketing firms for eight years until successfully merging with an interactive agency. He consults to businesses on search marketing, carrying lessons learned into his guest lectures at RIT. Thom is a regular contributor to Search Engine Watch, writes a monthly column for ComputerLink Magazine and has authored training manuals published by SVI Training Products and Technical Learning Resources.

Charlie Cole

Vice President, Online Marketing Lucky Brand Jeans Charlie is an experienced and respected leader in all things Internet, from online advertising to analytics. He has a proven track record of implementing visionary online strategies that have seen massive business growth for the various brands he has worked with now and in the past. Charlie also saw similar success for the dozens of clients he managed at Integrated Media Solutions, at the time one of the largest independent direct response agencies in the country (since acquired). As Executive Vice President of Online Marketing, Charlie helmed over $100 million spends, integrating paid search, SEO, email marketing, display acquisition and re-targeting, and social media among the other marketing tools he’s proficient in. Now at Lucky Brand, one of the top denim retailers, Charlie’s aggressive online overhaul has seen sales numbers, as well as traffic, reach totals the website has never seen. And, his focus on SEO and design optimization have already moved the brand from number nine in keyword search results to number two.

Lisa Cucinotta Advertising Supervisor Resolution Media

Lisa Cucinotta is an Advertising Supervisor for Resolution Media managing Paid Search for a major CPG and Entertainment client with a primary focus on branding and engagement. Prior to her time at Resolution, Lisa was an Associate Director at PM Digital, working on Direct Response Digital marketing for clients across multiple verticals including Finance, Publishing, Fund Raising and Retail both in the B2C and B2B sector. Lisa has over six years of Digital Marketing experience including Affiliate Marketing, Co-Registration, Prospecting Email, Comparison Shopping Engines, Facebook Advertising as well as her primary focus, Paid Search.

Paul Cushman

Senior Director, Mobile Sales Strategy Yahoo!

Chris Cotton

Director of Digital Promotions Nationwide Insurance

Speaker Bios

Chris Cotton is the Director of Digital Promotions for Nationwide Insurance based in Columbus, Ohio. He has held this position for five years now and now has responsibility for all digital promotion efforts including search marketing, email, and display ads. Chris brings nearly two decades of Internet Marketing and commerce experience to Nationwide having been part of the Internet teams at Huntington Banks and CompuServe prior to joining Nationwide in 1997. Chris’s strengths are in leading data driven marketing campaigns combining different online and online tactics and optimizing those for different geographic differences. Chris resides in a suburb of Columbus, Ohio with his wife and three children. A devout hockey dad, free time and weekends are often spent in rinks or on the road to hockey rinks.

Paul Cushman is the Senior Director of Mobile Sales Strategy and is responsible for the monetization strategy for Yahoo!’s mobile advertising solutions. Paul brings over 20 years of mobile and advertising experience to his role. Prior to joining Yahoo! three years ago, Paul held senior positions at three mobile start ups in the US 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 US, Paul worked for McCann-Erickson Worldwide for more than 10 years in Hong Kong, Saigon and Jakarta and he began his career in London, working in sales promotion. Paul has a BA in Strategic Marketing from the University of Hertfordshire, England. He lives in Woodside, California with his wife Liz and their three children.

Michael DeHaven SEO Product Manager Bazaarvoice

Thom Craver

Web and Database Specialist Saunders College (RIT)

Thom Craver is a Web and Database specialist for the Saunders College of

SES § March 2011 {New York}

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

Fionn Downhill VP of Strategy SyCara Inc.

Fionn Downhill is VP of Strategy for SyCara Inc. Fionn founded SyCara as CEO of Elixir Interactive. It was originally their internal SEO system built specifically to meet their needs as an agency trying to grow and scale and provide consistent results, quality control, and reporting to their clients. SyCara is an enterprise level SEO, monitoring, reporting, auditing and tracking system providing workflow management unique to SyCara. Fionn now provides the strategic direction for the company. SyCara is designed to serve a much wider audience from Agency to Enterprise SEO and medium sized business who need to streamline their SEO efforts and reduce their costs. Fionn is very involved in the advancement of search engine marketing and is a strong advocate for best business practices in the industry. She is past board member of the Search Engine Marketing Professional Organization (SEMPO). She is a founding member and past chair of the SEMPO Institute which was launched to provide first class training for the search engine marketing industry worldwide.

Rhea Drysdale CEO Outspoken Media, Inc.

Rhea Drysdale is an Internet marketing consultant who specializes in SEO, online reputation management, link development and social media marketing. Co-founder and CEO of Outspoken Media, an Internet marketing company, Rhea has worked discretely to help her clients achieve a cleaner online presence and competitive search rankings. She speaks nationwide frequently and has been featured in CNN.com, the Wall Street Journal and the SEO Bible. Rhea has also contributed to Search Engine Journal, Sugarrae.com and the Bruce Clay Blog.

Bryan Eisenberg

SES Advisory Board and NYTimes Bestselling Author bryaneisenberg.com Bryan Eisenberg is the co-author of the Wall Street Journal, Amazon and New York Times bestselling books “Call to Action”, “Waiting For Your Cat to Bark?” and “Always Be Testing”. Bryan has been the keynote speaker for Search Engine Strategies, Shop.org, Direct Marketing Association, MarketingSherpa, E-consultancy, Webcom, SEM Konferansen Norway, and the Canadian Marketing Association. He is also the co-founder and Chairman Emeritus of the Web Analytics Association. Bryan serves as an advisory board member of Search Engine Strategies, the eMetrics Marketing Optimization Summit and several venture capital backed startup companies. Bryan Eisenberg is the recognized authority and pioneer in improving online conversion rates, Persuasion Architecture, and persona marketing.

Bryan was recently recognized by eConsultancy members as one of the top 10 User Experience Gurus.

Jeffrey Eisenberg

Partner Eisenberg Brothers & Associates

Jeffrey Eisenberg, with his partner Bryan Eisenberg, co-wrote Call To Action & Waiting For Your Cat to Bark? both Wall Street Journal and New York Times bestsellers and Persuasive Online Copywriting. They rarely take on clients now but since 1998 the Eisenbergs have helped B2B & B2C companies like HP, Intel, Overstock, NBC Universal, ICE.com & hundreds of others to craft accountable digital marketing strategies emphasizing the optimization of customer experiences in order to convert more, leads, subscriptions, and sales. Jeffrey is also a thought provoking marketing speaker, an amateur historian, a passable cook and speaks Spanish with native fluency.

Noran El-Shinnawy Internet Marketing Manager Acquisio

Noran is an Internet Marketing Manager at Acquisio and an Associate Instructor of the Master Certification Conversion Optimization course at MarketMotive. She specializes in analyzing the PPC customer Journey, creating buyer momentum and optimizing their experience from click to conversion. 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. Noran blogs about PPC and conversion for the Acquisio blog and other industry publications such as Visibilty Magazine, SES Magazine and ClickZ. She is also a frequent speaker at the Search Engine Strategies conferences, the Internet Marketing Conference and the Online Marketing Summit.

Liana Evans

Author and Co-Founder & CEO LiBeck Integrated Marketing

Liana “Li” Evans is the author of the social media marketing book, “Social Media Marketing: Engaging Strategies for Facebook, Twitter & Other Social Media” and she is the Co-Founder and CEO of LiBeck Integrated Marketing. Li is an established online marketing industry veteran with over 15 years experience specializing in Search Marketing and Social Media Marketing. Her deep technical background combined with a public relations background enables her to partner with clients for establishing successful online marketing campaigns that combine cross channel tactics cohesively. Li was the Search Engine Optimization (SEO) and Social Media Marketing architect for such companies as QVC, Comcast (Fancast) and several other different sized companies. Her wealth of knowledge in dealing with large e-commerce and content sites allows her a wider perspective into what it takes to launch successful marketing campaigns in the online space.

SearchEngineStrategies.com § SES

Speaker Bios

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.

Todd Friesen Director of SEO Performics

this team after eMergent Marketing was acquired by Brulant in 2006.

Hilda Garcia

VP of Multiplatform Content and Information ImpreMedia Todd Friesen is an SEO strategist and consultant. He is currently the Director of SEO at Performics. Prior to his role at Performics he was the VP of Search at Position Technologies. He holds a Bachelor of Commerce degree from the University of Calgary and is considered to be an SEO pioneer. He entered the SEO world in 1998 and has since worked with top-name clients like Sharper Image, Nike, Neiman Marcus, and Accor Hotels North America on natural search optimization. Prior to joining Visible Technologies, Todd was the Director of SEO for Range Online Media where he managed SEO campaigns for large B2C online retailers such as Macys. com and CompUSA. He is an expert in search engine marketing, a former administrator at Webmasterworld.com, and a former moderator for Search Engine Watch Forums. He is co-host of the popular SEO Rockstars show on WebmasterRadio.FM, as well as a regular speaker at SMX and other conferences. He also participates on WebmasterWorld’s conference advisory board.

Ryan Fritzky

Director of Product Management Marchex

Ryan Fritzky, Director of Product Management, leads the Marchex Online Presence and Reputation Management product team and helps chart strategy for Marchex’s Local Business Marketing Products group. At Marchex, he has led several online marketing product initiatives and has conducted extensive research with local companies. Mr. Fritzky has been cited in Entrepreneur Magazine, Xconomy, Clickz, and several other publications covering online presence and reputation management for local businesses. Mr. Fritzky holds a bachelor’s degree in business administration in finance from the University of Washington’s Foster School of Business.

Suzanne Galvez

Speaker Bios

Associate Partner Rosetta

Suzanne Galvez is an Associate Partner in Rosetta’s Search and Media practice. As a member of the executive leadership team, she oversees capability development and innovation for the practice. Suzanne has 14 years of experience in online marketing and brings a diverse combination of skills that span user experience, usability, conversion optimization, search marketing, and analytics. She’s worked with niche businesses and Fortune 500 in both an in-house and consulting capacity. Her involvement has resulted in increased customer satisfaction, higher traffic and conversion, and sustained revenue growth. Suzanne has held various leadership roles in online marketing since 1996, starting at Book Stacks Unlimited, Inc., an Amazon predecessor which has been credited with the first internet transaction. In 2004, Suzanne co-founded the Search Marketing and Conversion firm, eMergent Marketing and led its Usability and Conversion practice. Suzanne continued to expand

SES § March 2011 {New York}

Hilda Garcia is the VP of Multiplatform Content and Information for ImpreMedia, the leading Hispanic news and information company in the US. Previously, Garcia was the Deputy General of El Universal, the top news site in Mexico. She also worked as the Managing Editor of the digital division for Grupo Editorial Expansión, a Time Warner company where she launched www.cnnexpansion.com, www.quien.com and www.chilango.com by leading a collaborative effort between print and digital platforms. Prior to joining Time Warner in Mexico, Garcia spent seven years working outside of Mexico. She was the Deputy Director of Multimedia at the Puerto Rican newspaper El Nuevo Dia. There she coordinated the multimedia integration of several products to form www.endi.com. Garcia also worked for America Online (AOL) as the Regional Content Director for Latin America. Later she led AOL’s efforts in Puerto Rico, which was the only international joint venture to breakeven.

Rob Garner

Vice President Strategy iCrossing

Rob Garner is vice president of strategy for iCrossing, working with Fortune 500 brands to develop connected digital marketing strategies that drive visibility, engagement and results. By finding synergies between natural and paid search, designing websites for visibility from the ground up, and incorporating search and social media strategies, he has helped some clients achieve as much as $1 billion in revenue from search alone. Garner is a regularly-quoted expert on the topic of search engine marketing in major business and industry publications, including Wall Street Journal, Dow Jones, Reuters, Adweek, Direct Marketing News, Smart Business Magazine, Search Engine Watch, Clickz, MediaPost, CNNMoney and The Dallas Morning News. Additionally, he writes a bi-monthly column for MediaPost Publications’ Search Insider that provides insight into search campaign management experience and best practices. Garner is a co-founder of the Dallas / Fort Worth Search Engine Marketing Association, and served as its president from 2006-August 2008, and also serves on the 2010-2012 SEMPO board of directors.

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. He is the founder of bgTheory.com, a company dedicated 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 compananies who manage tens of thousands of small PPC accounts and other companies who spend millions on marketing each year. His experience ranges from owning his own agency, to working for a botuqie agency, to managing programs that were official resellers of Google and Yahoo.

Harry J. Gold CEO Overdrive Interactive

Mr. 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 comScore’s search products. He is a 10-year veteran of the technology and market research industry, with experience in marketing research, search, online media, and events. 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 & 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 BA in Organizational and Behavior Management from Brown University in Providence, RI and currently resides in New York City.

Michael Gray

Andrew Goodman

SES Advisory Board & President Page Zero Media

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

In 1998, the company I 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.” I took some classes and learned some programming, and a few weeks later, I actually had an idea of what I was doing. We were paying $10,000 a month for someone to host our shopping cart for us; we had less than 1,000 visitors a month and were making less $10,000 in gross revenue. That was a problem. I rewrote the shopping cart, set it up with an in-house linux box, and we were in business. A few years later, after several design revisions, and even more programming revisions, we were averaging between 30,000 and 50,000 unique visitors a day, with yearly revenues in excess of $25 million. Currently, I work on my own affiliate marketing projects and client work.

Mike Grehan

Chair SES Advisory Board, Global VP Content SES/Search Engine Watch/ClickZ

Mike Grehan is VP, Global Content Director with Incisive Media, publisher of Search Engine Watch and ClickZ, and producer of the SES 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 SES advisory board. In March 2010, he was elected to SEMPO’s board of directors.

Dax Hamman

Chief Revenue Officer Chango

Eli Goodman Search Evangelist comScore, Inc.

Dax Hamman is a digital veteran, residing at Chango as Chief Revenue Office since January 2011. Prior, Dax worked with iCrossing for four years to found and lead the global display media group, a role which led to the development of Performance Display, a data driven method for building

SearchEngineStrategies.com § SES

Speaker Bios

Harry is the founder and CEO of Overdrive Interactive, an award winning search and social media marketing firm in Boston, Massachusetts. Overdrive clients include ROI driven companies such as Harley-Davidson, Dow Jones, John Hancock, AAA, Vistaprint, EMC, Progress Software and Zipcar. His primary mission is to create innovative online marketing programs based on real-world success and to ensure that the marketing and technology best practices that drive those successes are continually incorporated into the methods of the agency. He is also on the forefront of Overdrive’s social media measurement technologies that enable companies to measure actual leads, revenue and ROI from their social media programs. Harry a frequent lecturer on search engine marketing 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.

Owner Atlas Web Service

Jeffrey Harmon Chief Marketing Officer Orabrush

Jeffrey Harmon is the primary architect of the social network marketing strategy that made Orabrush a global online sensation. Jeffrey’s entrepreneurial roots began early and run deep. As an enterprising fifth grader backed by a supportive family, Jeffrey funded his own private school education by selling Idaho potatoes door-to-door to unsuspecting Utahns. In the process, he seized control of his education and career, which he would never relinquish. As CMO for Orabrush, Jeffrey brings his considerable powers of persuasion to bear for the company and its stakeholders. His primary expertise includes web-focused architecture, copy writing and wireframing, corporate and direct sales and search engine optimization. While serving as CEO for Orabrush in late 2009 through August 2010, Jeffrey envisioned the Orabrush YouTube campaigns that brought Orabrush more than 30 million views in less than a year. He recruited an all-star management team for Orabrush, including the company’s CEO, COO and CFO.

Kristjan Mar Hauksson

Founder and Director of Search & Online Communications Nordic eMarketing Kristjan Mar Hauksson is the Founder and Director of Search & Online Communications at Nordic eMarketing. The company specialises in multilingual online communications, organic search engine optimisation and marketing through several verticals such as tourism, finance, government and pharmaceuticals. Nordic eMarketing assists companies to gain international visibility online and to use the Internet as a communication channel, as well as providing consultation in web content management systems and analytics solutions. Kristjan is on the board of directors for SEMPO, the founder of the Iceland SEO/SEM forum and a published author on the topic of Internet marketing. 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. Kristjan has been involved in developing Internet solutions since 1996, and involved in search engine optimisation and marketing since 1999.

Christopher Heine Staff Writer ClickZ News

Christopher Heine reports on social media, sports/entertainment marketing, retail, CPGs, and e-mail. He’s covered digital marketing since graduating from the University of Nebraska-Lincoln in 1999.

Rafael E. Hernandez Sales Manager AudienceScience

Rafael’s career spans 15 years of professional sales and marketing experience. He currently holds the position of Sales Manager and US Hispanic Specialist at AudienceScience where he consults with online marketing companies and direct clients on how to utilize audience-based and behavioral targeting technology to create cost effective and scalable digital campaigns. Rafael’s previous roles include Director of Sales at .Fox Networks (A News Corporation Company) where he managed the US Hispanic and Pan-Regional Latam sales efforts, as well as building strategic partnerships between network publishers and direct marketers. Rafael was also Regional sales Director at Batanga.com where he developed the Mid-West region.

William Hsu

Chief Product Officer AT&T Interactive

William Hsu, Chief Product Officer at AT&T Interactive, is responsible for overall product strategy and performance across consumer, advertiser, and publisher products. Since joining AT&T Interactive, Mr. Hsu has been instrumental in leading the growth of the company’s publisher network which reaches more than 54 million unique visitors each month, and has contributed to the overall product and ad strategy for its flagship mobile app, YPmobile, as well as the direction and launch of buzz.com and YP.COM, the new YELLOWPAGES.COM. Prior to AT&T Interactive, William founded BuildPoint - a leading B2B marketplace for commercial construction services- that was acquired in 2004. Will’s product leadership also includes leading eBay’s local initiatives and product marketing & strategy at Spot Runner. William has degrees from Stanford University and The Wharton School at University of Pennsylvania.

Bill Hunt

SES Advisory Board & President Back Azimuth Consulting

Bill is the President of Back Azimuth Consulting, which focuses on helping companies understand the Voice of their Customer by aggregating various digital signals into actionable insights and messages. Bill is considered 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

SearchEngineStrategies.com § SES

Speaker Bios

ROI orientated campaigns. The highly successful methodology utilized the interplay between search and display to its fullest. With twelve years in the digital space, Hamman has considerable experience in all things digital including campaign strategy, media planning, usability, affiliate marketing and email marketing. He uses these experiences to find new and innovative opportunities within digital media for iCrossing’s Fortune 500 clients. Dax is based in Chicago. Prior to joining iCrossing, Hamman led the European division of Bluestreak (ad server and ESP) where he was responsible for overseeing all local operations, including managing business development and client services.

acquired by WPP. Bill is the co-author of the best-selling book “Search Engine Marketing, Inc.” Driving Traffic to Your Company’s Web Site from IBM Press” now in its 2nd Edition. Bill is on the SES Advisory Board and also writes a popular blog on search and social media marketing at http://www.whunt.com as well as a column for Search Engine Watch on International Search Marketing.

Motoko Hunt

Founder, Japanese Search Marketing Strategist AJPR LLC Since Motoko established AJPR in 1998, she has been providing the online marketing services targeting Japan and Asia to companies from around the world, helping them to enter the Far-East market using the Internet. Her search marketing consulting services with her extensive knowledge of Asia and Japanese market have been highly valued and made big impact on some of the world’s popular multi-national brands’ search marketing campaigns. A number of her articles have been published on industry websites and printed media including Multilingual Computing and International Journal of Localization. She also writes about the Japanese online market on her blog and Multilingual-Search.com. She is a frequent speaker at search marketing conferences globally, and gives seminars and trainings about search marketing targeting Japan and Asia. Prior to entering the online marketing industry in the mid 90’s, she worked as a senior marketing manager at a traditional marketing and trading firm, marketing US products to Japanese government and heavy industries.

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 BS in business administration with a concentration in accounting from Penn 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 search engine optimization, public relations, social media, and video marketing services. Founded in 2003, SEO-PR has offices in San Francisco, CA, and Concord, MA. Jarboe is the author of YouTube and Video Marketing: An Hour a Day. He is also one of the 25 successful online marketing gurus profiled in Michael Miller’s Online Marketing Heroes: Interviews with 25 Successful Online Marketing Gurus. Jarboe 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 very first “Medallion Speaker Award.” Jarboe 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.

Kristopher Jones President & CEO KBJ Interactive

Mark Jackson

SEW Expert & President/CEO VIZION Interactive

Mark Jackson joined the interactive marketing fray in early 2000. His journey began with Lycos/Wired Digital, where he managed several integrated marketing programs with a focus in the finance vertical. He then worked with AOL/Time Warner on cross-platform marketing programs. After the bubble burst, Mark established an interactive marketing agency and has since cultivated it into one of the most respected search engine optimization firms in the United States. Mark is a board member of the Dallas/Fort Worth Search Engine Marketing Association and a member of the Dallas/Fort Worth Interactive Marketing Association. 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.

Kristopher B. Jones is well-known throughout the search-engine and affiliate marketing community as a true pioneer and leading voice on trends and strategies for effective online marketing. An accomplished best-selling author Kristopher is the former President of Pepperjam Network, a next generation affiliate network recently acquired by GSI Commerce (NASDAQ - GSIC). Under Kris’ leadership, Pepperjam, the company he founded in 1999, was a three-time Inc. Magazine fastest growing company. 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, among others.

Ron Jones

President/CEO Symetri Internet Marketing

David Jacobs

Speaker Bios

Senior VP of Publisher Services Ad.com

As Senior Vice President 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 held 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.

SES § March 2011 {New York}

Ron is President and CEO of Symetri Internet Marketing, an online branding and client acquisition provider specializing in Social Media Marketing, Search Engine Optimization and Paid Search Advertising. Ron has served as President and Key Internet Strategist since its inception in 1998. He has provided consulting services for companies like Sealy, Inc., Broyhill Furniture, Kimberly Clark Healthcare, Wachovia, Shaw Industries, and Kayser Roth. Ron has been an avid proponent of the Search Engine Marketing industry by hosting and speaking at seminars and conferences. Ron’s training courses and workshops are available to anyone interested in learning basic or advanced Search Marketing Best Practices. Ron’s 18 years of experience

working with traditional advertising agencies around the country make him one of the industry’s leading authorities on converging offline and online initiatives into highly effective, performance based, multi-channel marketing campaigns. Ron also serves as VP and Board member for SEMPO (Search Engine Marketing Professional Organization). Ron is also one of the authors for the SEMPO Institute Insiders Guide and Advanced courses.

Aaron Kahlow

Chairman & Founder Online Marketing Summit

Aaron Kahlow currently is the CEO of Online Marketing Connect and serves Chairman & Founder of the Online Marketing Summit and its related educational arm, the Online Marketing Institute. Having delivered hundreds of keynote speeches and seminars nationwide, Aaron is one of the more well known faces in the Online Marketing and Advertising space. In addition to his passion for speaking, Aaron’s best practice ideas are frequently seen in his columns for ClickZ, MarketingProfs, Online Strategies Magazine, Electronic Retailer, iMediaConneciton, BtoBOnline, MarketingSherpa, SearchEngineWatch, American Business Media and his personal favorite Online Marketing Connect, the largest repository for quality blogs and articles about all domains of Online Marketing. Aaron Kahlow is considered one of the leading Online Marketing educators in his unique ability to translate the Online Marketing technology jargon into simple and easy to understand marketing and business terms. Aaron is a recognized authority on the subjects of Social Media, Email Marketing, Web Site Usability, Search Engine Optimization, Web Analytics and overall Web Strategy.

Gene Keenan

Vice President of Mobile Services Isobar

Gene Keenan is Vice President of Mobile Services at Isobar. Identified as one of the top 10 mobi thinkers by mobi magazine and a “Top 100 People to have lunch with” by Media magazine, Keenan is also the recipient of several Mobile Marketing Association (MMA) and other industry awards. Keenan is a former Vice Chairman of the MMA Board and Co-Chair of the MMA’s metrics committee and guided the creation, funding, and execution of the first marketing effectiveness study on behalf of the MMA. Isobar is a full-service, global communications agency and an Aegis Media Group company.

Nancy Keene

multicultural digital activity for the Hispanic, African-American and AsianAmerican segments.Prior to MediaVest, Ms. Keene worked at Starcom’s multicultural agency Tapestry on national and local TV strategy and activation for clients including Best Buy, U.S. Cellular, and Phillip Morris’ Non Smoking Initiatives. A Wisconsin native, Ms. Keene grew up in Chicago and graduated with a BS in Business Administration from the University of Illinois - College of Business.

John Kelly VP Sales Criteo

John Kelly, VP Sales at Criteo has been instrumental in driving more than $2B incremental sales for Criteo clients in 2010. As one of the first Criteo executives in the US, John has been highly influential in launching successful retargeting campaigns for dozens of Criteo’s Top 100 retailer clients. John has been in the eCommerce space for over ten years in a variety of capacities. He spent four years at Yahoo!, where he led business development at Yahoo! Shopping, launched Yahoo! Deals and was part of the Global Strategic Partnerships group. Prior to Yahoo! John led corporate development and telco relations at PaymentOne and managed Business Affairs at America Online. John has a B.A. from Brown University, a J.D. from Georgetown University and is a Fulbright Scholar.

Anne F. Kennedy

SES Advisory Board, International Search Strategist Beyond Ink USA Anne covers fast-changing Internet trends, such as “Is Facebook a Global Player?” published January 2010 by Search Engine Marketing Journal. She guest blogs for Microsoft and speaks at marketing events worldwide on search marketing, predicting 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. US-based Beyond Ink is in two Portlands, Maine and Oregon, and international partners with Nordic eMarketing in Reykjavik, Iceland, with offices in China, Czech Republic, Denmark, Sweden and the UK. In marketing for 40 years, Anne founded Beyond Ink in1997 to bring sound principles of marketing to online media and has provided search engine marketing consulting to hundreds of companies, including Hearst Newspapers, Philips Lifeline, and Dunkin Donuts, and launched dotcoms Zillow, Avvo, JibJab and AmericanTowns online.

Gary Kibel

Partner Davis & Gilbert LLP

Nancy Keene serves as the Digital Associate Director for MediaVest’s multicultural agency MV42. Ms. Keene leads all multicultural digital strategy and activation across MV42 clients including Continental, P&G, Walmart and Wendy’s. Employing a total market approach, Ms. Keene’s digital expertise spans both multicultural and general market digital including the Broadband Upfront for the entire Walmart portfolio, in addition to all MV42

Gary Kibel is a partner with the law firm of Davis & Gilbert LLP. He practices in the areas of New Media, Advertising/Marketing and Privacy law. Gary regularly counsels clients with respect to issues such as interactive advertising, search marketing, affiliate marketing, enterprise technology implementations, behavioral advertising, social networking, privacy and data security, gaming, mobile services, joint ventures, copyrights, trademarks, corporate matters and laws affecting the Internet. Davis & Gilbert is widely regarded as the premier law firm in the U.S. representing advertising, marketing and promotions agencies, from specialized shops to the largest advertising holding companies in the world, and also represents prominent

SearchEngineStrategies.com § SES

Speaker Bios

Associate Media Director Digital MV42° | MediaVest

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technology and entertainment companies, marketers, and advertising trade associations. Prior to becoming an attorney, Gary was an Information Systems Analyst with Merrill Lynch.

KAUSHAL KURAPATI Senior Director Yahoo! Search Product

Kaushal is director of products in the Yahoo! Search Consumer Products Division. In this capacity he is responsible for search quality and the entire end-to-end user experience of multi-media search properties (image & video search) across all global markets; he also manages a distributed global team of product managers and user experience designers focused on delivering a world class multi-media search experience.Prior to this role Kaushal was a Director of Search Relevance at Ask.com, where his team was responsible for the core web search quality, analytics and metrics. He was responsible for many successful product launches, viz., Blog Search, Related Search, and Direct Answers from Web Snippets. Previously Kaushal worked at Philips Research leading a team of scientists in building recommender systems and intelligent interfaces for Tivo-like PVRs; and at IBM he developed technology for WebSphere Studio and shaped product-positioning strategies for WebSphere Portal.

KEVIN LEE

Co-Founder & Executive Chairman Didit

Montevideo, Uruguay; and Philadelphia his team is well positioned to reach both Latinos in the US and abroad. Prior to founding Lima Consulting Group he developed web-based, ﬁnancial solutions at SEI Investment’s and led a team that web-enabled their transactional platform that processes up to $1.5 Trillion per day.

MARK LÓPEZ

Head of U.S. Hispanic Audience Google

As Head of the U.S. Hispanic Audience since January of 2011, Mark López is responsible for developing and growing Google’s U.S. Hispanic media business. He leads a team that works with marketers and agencies to develop innovative marketing programs targeting this growing demographic. Prior to Google, López was Chief Operating Ofﬁcer of Terra Networks USA, managing Product Strategy, Programming, Marketing, and Business Development for the U.S. business. He also collaborated with U.S. advertising clients looking to reach Terra’s Latin American audience. López began his career as a senior consultant with two consulting ﬁrms, Mercer Management Consulting and Andersen Consulting. A native of Spain, López holds a Bachelor’s degree from Rensselaer Polytechnic Institute and a Master’s degree in Business Administration from MIT’s Sloan School of Management. He is also Co-Chair of the IAB Multicultural Council and Board Advisor to the Center of Hispanic Marketing Communications at Florida State University.

ANDREW LOVASZ

PAUL LIMA

CEO Lima Consulting

Since 1998 Paul has been active with large internet based initiatives and in 2004 he founded Lima Consulting Group, a digital agency focused on digital strategy development, conversion optimization, and analytics. He approaches digital marketing with the strategic thinking and the no-nonsense execution you would expect from a former military ofﬁcer where he uses his experiences as a former commander of the Pentagon’s cyber-warfare unit to bring an entertaining way to explain the digital marketing strategies his company is known for executing. Paul is best known for his framework: Think, Tool, Do, Measure SM which he designed to help clients develop a cohesive, integrated methodology to optimize their portfolio of strategies, tactics and campaigns. With ofﬁces in Sao Paulo, Brazil; Bogota, Colombia;

Group Director, Search Organic, Inc.

Andrew joined Organic to oversee the paid and natural search practice for its stable of world-class clients. With over 12 years of experience in interactive marketing, Andrew is a specialist in developing successful search marketing departments on the agency and client side for some of the world’s biggest brands including Verizon, 20th Century Fox, Nestle, Maybelline and PUMA. Before joining Organic, Andrew served as Vice President of Search Marketing for Moxie Interactive in Atlanta, Georgia. During Andrew’s tenure at Moxie, he led the search marketing efforts for Verizon Wireless including the launch of the Droid, Blackberry Storm and Tour lines of cell phones. Andrew also led award-winning work for 20th Century Fox ﬁlms including Avatar and Nestle for their Hot Pockets brand. Prior to joining Moxie, Andrew was the search marketing manager for Quicken Loans in Livonia, Michigan. At Quicken Loans he learned to understand the keys to search optimization utilizing multivariate testing to improve overall search marketing efﬁciency.

HEATHER LUTZE CEO & Co-founder Findability Group

Heather is a nationally recognized Internet marketing speaker, trainer, and consultant in search engine marketing including SEO, Paid Search and Social Media Marketing Findability. Heather Lutze’s speaking engagements are conducted in the same easy, understandable style of her bestselling book The Findability Formula: The Easy, Non-Technical Approach to Search

SearchEngineStrategies.com  SES

Speaker Bios

Kevin Lee has been an acknowledged search engine marketing 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 Didit recognition in the 2007 Inc. 500 (No. 137), as well as a No. 3 position on Deloitte’s “Fast 50” (NY region). Kevin’s column for ClickZ, “Paid Search Strategies,” is read by thousands. Industry leadership includes being a founding board member of SEMPO and its ﬁrst elected chairman, membership on the DMA search engine marketing council, and the IAB search committee. The Wall Street Journal, Business Week, The New York Times, CNET, USA Today, San Jose Mercury News, and other press quote Kevin regularly. Kevin lectures at leading industry conferences, plus NYU, Columbia, Fordham, and Pace universities. Kevin earned his MBA from Yale School of Management in 1992 and lives in Manhattan.

Paul Madden Owner Crea8 New Media

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

Carlos Manzano

Executive Director Latin Media & Entertainment Commission, City of NY Carlos Manzano was appointed Executive Director of the Latin Media and Entertainment Commission in May 2007. In this capacity, he has developed strategies and plans based on economic development, big events, marketing, public relations, policy and public affairs to meet the mission of making New York the capital of Latin media and entertainment. He has identified 23 major Latin events with an economic impact greater than $80 million to the city; created in partnership with NYRemezcla the first Latin media guide; developed with LatinVision an international Latin conference that attracts over 300 participants, including CEOs, executives, and industry leaders; and developed the concept for the first ever Latin Media and Entertainment Week (LMEW) with an economic impact of $3 million. His professional experiences include working as an Assistant Commissioner for the Beacons program at the Department of Youth and Community Development (DYCD) and as a Project Coordinator-Computer Specialist for the Department of Information Technology and Telecommunications (DoITT).

Decker Marquis

Director of Interactive Marketing Citizens Bank

Decker Marquis is the Director of Interactive Marketing for Citizens Bank. Decker is responsible for Citizens’ online advertising and acquisition programs and the bank’s web site shopping experience. Upon joining Citizens in 2005, Decker pioneered the bank into online acquisition tactics such as paid and organic search engine marketing, and targeted online display advertising. She has since advanced the Citizens interactive practice, winning an enterprise-supported redirection of 15-20% of total media dollars from offline to online, a significant movement from the previous

amount of less than 2%. Decker has also moved Citizens Bank to expand their investment in the online shopping channel by building executive education and delivering against business case projections. In parallel with these movements, Decker has built the infrastructure that enables tracking online ROI and informs the optimization and expansion of online acquisition programs and web site development. Prior to joining Citizens Bank, Decker was the Director of Marketing, PR and Analyst relations for a market leading web analytics vendor.

Jack Marshall Staff Writer, Stats Editor ClickZ

Jack covers mobile marketing, display and video advertising, social and viral media, as well as industry developments in the U.K. and Europe. He also coordinates the Stats section of the ClickZ site, which publishes the latest research about the interactive marketing world.

Marta Martinez

CMO & SVP, Operations & Business Development MediaMath Marta Martinez is an industry veteran who brings a wealth of experience in the interactive advertising space and a recognized perspective on industry innovation. At MediaMath, Marta focuses on helping media and data partners activate and monetize assets via the company’s TerminalOne™ platform – making them accessible to the dozens of agencies that have adopted the platform to power their media trading efforts. These activities are key to MediaMath’s continued ability to deliver greater global scale than any other platform, and support current campaigns across every major market in the world. Marta’s group has enabled MediaMath to achieve unparalleled scale and provide clients with a single point of access to more than 13 billion impressions per day, 15 third party data sources, and over 450 million global unique users. Marta joined MediaMath from Havas Digital, where she served as global SVP Partnerships and Product Development. In this role, Marta led management teams on identifying and implementing strategic partnerships, organic investments, and acquisitions.

Debra Mastaler President Alliance-Link

Debra Mastaler is president of Alliance-Link, an interactive marketing agency based in northern Virginia, that provides custom link-building campaigns and link training. Debra offers a common-sense approach to link building by combining traditional sales and promotional strategies with effective online search engine marketing tactics. Debra is a featured guest speaker at Search Engine Strategies, is a guest columnist for Search Engine Land, Search Engine Guide and Search Engine Journal, has written widely on link marketing, and is the link-building

SearchEngineStrategies.com § SES 85

Speaker Bios

Engine Marketing -- delivering equal parts good information and good entertainment to audiences nationwide. Heather is a member of the National Speaker’s Association (NSA), the Colorado chapter of the NSA, and the Meeting Industry Council (MIC). She is a Certified Google AdWords Professional and is a Lead Trainer for the prestigious PPC Summit. For more than two years, Yahoo! Search Marketing entrusted Heather to train their advertisers. She is also a Senior Editor for the Search Engine Marketing Journal (SEMJ) and is the author of The Findability Formula: the Easy, Non-Technical Guide to Search Engine Marketing, published by John Wiley and Sons, Inc. Heather has also been named monthly columnist for Web Site Magazine doing her Findability Makeovers for web site business owners.

moderator on the SEOBook Community forum as well as the Small Business Ideas Forum. In addition to client projects and link training for Fortune 500 companies as well as a number of top international SEO firms, Debra has provided link training sessions for the Direct Marketing Association, High Ranking Seminars, and Search Engine Strategies.

EDward Montes

Managing Director, Havas Digital, NA & CEO Adnetik

Josh McCoy SEO Specialist Vizion Interactive

Josh McCoy, an SEO Specialist for the SEO Company Vizion Interactive, possesses a strong dedication and passion into the understanding and execution of successful search marketing campaigns. Deeply ingraining himself into “all things search,” Josh’s years of expertise in search marketing help him to concentrate on how to effectively harness all areas of online marketing including SEO, social media and local search to create an encapsulating approach to search engine marketing ideation as the online landscape continues to evolve. Before joining Vizion Interactive, Josh worked with 15miles in search engine optimization and local search solutions. He also writes a monthly SEO column at SearchEngineWatch.com as well as managing the Kansas City Search Engine Marketing Association.

Matt McGowan

Managing Director, Americas Incisive Media

Matt McGowan joined Incisive Media in 2006 and is responsible for the North American business in addition to overseeing all marketing, sales, editorial and operations for ClickZ.com, ClickZ.asia, SearchEngineWatch. com, and the multinational SES Conference and Exposition series. Prior to joining Incisive, Matt was VP at PropertyRoom.com, where he oversaw all sales, marketing, and operations for the U.S.-based auction services company. Earlier in his career in San Francisco, Matt developed a go to market online strategy for the multinational publishing house, Pearson Plc and before that, he worked on the institutional desk for Schwab Capital Markets and Trading, a division of Charles Schwab Inc, in New York and San Francisco.Matt has a bachelor’s from Lafayette College in Easton, Penn., and a master’s from the University of Oxford in the U.K.

Andy Milburn

Speaker Bios

Director of Digital Strategy American Express Interactive

Andy Milburn is Director of Digital Strategy for American Express Interactive, where he is responsible for developing the enterprise strategies around enhancing American Express’s digital approach and capabilities to take advantage of emerging digital trends and technologies. Additionally, Andy has responsibility for managing American Express’s enterprise center of excellence for paid and natural search where he focuses on enterprise reporting, ensuring cross business alignment and embedding industry leading best practice to improve the maturity of search across the enterprise. Bringing with him ten years of proven strategic business development and change leadership experience, Andy has worked across multiple geographies and industries to deliver innovative and cost-effective business solutions.

SES § March 2011 {New York}

As CEO of Adnetik, Ed is responsible for planning and implementing the company’s strategic direction, overseeing international operations, and delivering on the company’s vision to become world class marketing investment managers. In 2010, Ed oversaw the expansion of Adnetik into six international markets and was awarded LatinTRENDS Magazine’s Latino Trendsetter Award in the technology category. Prior to becoming the CEO at Adnetik, Ed served as the Manager Director for Havas Digital, North America, which included managing staff at five locations: New York, Boston, San Francisco, Chicago and Toronto, while continuing to drive strategic new business and special initiatives. In this role, Ed managed digital media planning and buying- including search and analytics, Mobext-mobile marketing, and AIS- Digital and Direct Creative agency. In 2009, he was recognized for his superior leadership with the Media All Star award by MediaWeek. Before joining Havas Digital, Ed worked at Yahoo! Inc. where he served as the Director of Special Projects for Yahoo!’s Media, Entertainment, Information, and Finance Groups.

Michael Mothner Founder & CEO Wpromote Inc.

Michael Mothner is a serial entrepreneur and Internet pioneer, having founded his first software company at the age of fourteen. In 2001, out of his dorm room at Dartmouth College, Michael founded Wpromote, Inc. where he is currently the President and CEO. Michael is an active member of the online marketing community having been a regular speaker at industry events and quoted by the New York Times, Wall Street Journal, Entrepreneur Magazine and BusinessWeek. He was also featured by Inc Magazine as one of “30 CEO’s under 30 To Watch” and was the recipient of the PriceWaterhouseCoopers Entrepreneurial Spirit Award. With an innovative, proprietary search platform and over 75 employees at the Los Angeles headquarters, Wpromote provides powerful and effective online marketing solutions to over 2,000 clients worldwide. Wpromote offers holistic marketing solutions for top brands such as HP, Vans, SAP, Bayer Health Care, Allied Van Lines and Wine.com as well as affordable services for small businesses and local professionals. Wpromote is the world’s #1 ranked search engine marketing firm by TopSEOs.com and a four-time Inc 500|5000 honoree, which ranks the fastest growing private companies in the country.

Seneca Mudd

Director, Interactive Advertising Bureau

Seneca Mudd is Director of Industry Initiatives for the Interactive Advertising Bureau, the trade association for digital communications, where he oversees policy, industry standards, multicultural affairs, and revenue advocacy for the $25 billion sector. His prior roles include business

Ulli Muenker

Search Marketing Manager Bloomberg / BusinessWeek

Ulli Muenker joined Bloomberg in December 2009 as part of the BusinessWeek acquisition. She oversees all SEO initiatives at BusinessWeek.com, Bloomberg.com and other Bloomberg company websites. As the first In-House SEO evangelist at both BusinessWeek and Bloomberg, she is adept at motivating teams to incorporate SEO Best Practices into day-to-day operations. Ulli works across departments to implement successful SEO programs, which includes negotiating major technological changes as well as tactical measures that generate immediate results. As part of her approach, she regularly holds training courses for various teams including Management, IT, Editorial and Product. Ulli began her SEO career in 2003 as the in-house search specialist for both the American and German websites at the art publisher artnet.com. She has extensive experience with international publishers. A native German, Ulli has traveled throughout Europe, lived in Malaysia and Singapore, and is currently settled in New York. She holds an M.A. in media/communications from Germany.

Juan José Núñez President & CEO Vertical3 Media

Juan José Núñez is the President and CEO of Vertical3 Media, a consulting company focused on Digital Media for the US Hispanic and Latin American markets. He was COO at starMedia.com, one of the major Internet Portals of the US Hispanic and Latin American markets, a branch of France Telecom, with offices in the U.S. (Miami, Los Angeles and New York), Mexico, Colombia, Argentina, Chile and Spain. As an economist, Núñez possesses a broad experience in financial markets, having worked in companies such as Banco Santander, Ahorro CorporaciÃ³n Financiera, Credit Lyonnais and Banif Bank. Following his successful career in the financial market, NÃºÃ±ez changed his path and entered the Internet industry in the year 2000 as Content Manager at Eresmas.com, a leading Internet company in Spain. NÃºÃ±ez was a member of the IAB’s (Interactive Advertising Bureau) Hispanic Committee in the U.S. and he is a frequent speaker at conferences in the United States and Latin America.

Tiffany Oberoi Search Quality Team Google

Tiffany has worked on search quality at Google since 2006. Prior to joining Google she worked as a software engineer at Computer Associates and a high school math/engineering teacher in Harlem, New York. She earned her bachelor’s degree in Computer Science from the University of Virginia.

Nicolle Pangis, Senior Vice President, Product Management, is responsible for the overall health and growth of 24/7 Real Media’s global media and technology businesses. Ms. Pangis works directly with our global team and partners to develop the overall product lines and strategic direction of the two divisions. Ms. Pangis began her career at 24/7 Real Media, in an affiliate relations role and later moved to account executive position. From 2001-2005, Ms. Pangis was employed by Cadent, Inc. as Director of Northeastern Operations, responsible for all new business in the Northeast region. Ms. Pangis returned to 24/7 Real Media in 2005, and worked briefly as an account executive, before being promoted to the role of Director of Strategic Initiatives, North America, responsible for streamlining operations and workflow in the North American region. Immediately prior to her current role, Ms. Pangis worked as the Director of Global Deployment and Business Integration, responsible for all global projects and coordination of joint venture expansions, mainly in Asia. Ms. Pangis coordinated the opening of DTSI, a joint venture between 24/7 Real Media and Dentsu, one of the largest advertising agencies in Asia.

Nick Pavlidis Attorney Arent Fox LLP

Nick Pavlidis is an attorney in Arent Fox LLP’s complex commercial litigation group, concentrating on corporate and intellectual property litigation. He also regularly represents clients in connection with bankruptcy and financial restructuring matters. In addition to that work, Nick advises corporations and individuals in a variety of matters including internet law and social media, constitutional law, labor and employment law, commercial bribery and the Foreign Corrupt Practices act, and general corporate transactional matters such as corporate formation and planning. He is a graduate of Northeastern University, summa cum laude, and Boston College Law School.

Matias Perel Founder and CEO Latin3

Matias Perel founded Latin3 in 2000 and led the company to a premier position in the raking of interactive marketing agencies in the U.S. and Latin America. A native of Argentina, Perel has lived and worked across Latin America and the U.S. where he gained a deep knowledge of the Hispanic and Latin American communities. Perel is often found sharing his expertise as a frequent speaker at trade events, seminars and conferences, and a collaborator to CNN en Español as an expert in the Internet arena and the Online Advertising Industry. Perel has had a number of accolades bestowed on him, including being named one of the top 100 Hispanic Entrepreneurs in the USA by Hispanic Trends magazine. Before founding Latin3, Perel launched Organic Online in Latin America and managed Organic’s regional business operations. Prior to Organic, Perel managed the coordination of Grey Interactive Worldwide’s International operations.

Speaker Bios

development executive posts at Yahoo! and DoubleClick, after an investment banking career at J.P. Morgan Securities. Seneca is a MBA graduate from the Harvard Business School.

Michael Perlman Managing Director Compete

Nicolle Pangis

SVP, Product Management 24/7 Real Media

SearchEngineStrategies.com § SES

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Michael brings experience in financial services, strategy consulting, and technology to Compete. Most recently, Michael worked at Falcon Investment Advisors, a middle-market private equity firm, where he analyzed investment opportunities across a variety of industries. Previously, Michael was a Group Manager within Siebel Systems’ strategy group where he developed sales, service, and marketing strategies for customers in multiple industries. Michael has also held strategic consulting positions at both ZEFER, Inc. and MarketBridge, Inc. Michael holds a BA from Hamilton College and an MBA from the Johnson School at Cornell University where he was a Park Fellow.

Jolina Pettice

Senior Consultant TopRank Online Marketing

Jolina Pettice is a Senior Account Manager for TopRankMarketing.com, a leading Internet marketing agency in Minneapolis, Minnesota. Jolina has worked with TopRank Marketing for nearly 4 years helping Fortune 500 clients ranging from McKesson to Northwest Airlines improve online sales and brand visibility through an integrated mix of digital asset optimization, digital PR, search and social media marketing.

Lauren Price

Ruben Quinones Director of New Media Path Interactive

Ruben Quinones is Director of New Media at Interactive Path and an Adjunct instructor @ NYU School of Continuing and Professional Studies Marketing and Public Relations Studies Program. Teaching “Examining Social Media Networks for Brand Value and “Search Engine Optimization”, core courses in the Digital Media Marketing Certificate Program. In his strategic role, Ruben provides forward thinking leadership for the company’s social media marketing processes and manages the day to day social media operations for the firm. Ruben also is responsible for business development, consulting, and key project management for client Paid Search, Search Engine Optimization and Online marketing campaigns. Prior to joining Path Interactive, Ruben’s related experience includes founding and marketing one of the Internet’s first vertical search directories and he was an advertising internet consultant for Verizon Information Services. Ruben is also a blogger, contributing blogger, and prevalent speaker on Social Media topics. Ruben Quinones is a graduate of Nyack College in Nyack, NY.

Lisa Raehsler

SEM Strategy Consultant

Senior Product Marketing Manager .ORG, The Public Interest Registry

Patrick C. Price Founder and CEO Idealizer AG

Patrick C. Price is the Founder and CEO of Idealizer AG, a Zurich Switzerland based eLab. Prior to founding Idealizer, Patrick was the Chief Commercial & Marketing Officer of Scout24 Switzerland. Europe’s largest online-classifieds group for automotive, real-estate and job listings. Patrick has been online since 1995 and has been an active player in international SEO since 2001.

Rob Rasko QAG CPX Interactive

Following a career in finance with companies such as Dean Witter and Oppenheimer, Rob joined the CPX team in 2006 as the company’s 7th employee. Rob has led the day-to-day operations of the company since being named President in 2008, with a particular focus on building a world-class management team and global corporate footprint. A thought leader in the industry, particularly addressing ad network and exchange transparency both in the US and Europe, Rob serves as co-chairman of the marketing group for the USA IAB Quality Assurance Guidelines Project, as well as point for IAB Europe’s IASH expansion effort.

SearchEngineStrategies.com § SES

Speaker Bios

Lauren joined the .ORG team in 2008 as a Senior Product Marketing Manager and is Chair of an Internet security coalition. In this role, Lauren is working to find creative and innovative ways to differentiate and grow the .ORG domain name extension. Lauren has worked in the domain name industry for 10 years with her tenure at VeriSign as an Account Manager for the Domain Name Registrars. Her experience includes account management, business development, channel management, B2B marketing, market research specifically in the domain name industry and pay-per-click advertising space, and competitive analysis all with a strong focus on customer care and customer relationship building. Lauren is a certified Product Manager through the Association of International Product Marketing & Management and holds a bachelor’s degree in communication from George Mason University.

Lisa is more than just passionate about search. As a manager of teams, Lisa has supervised more than 30 PPC accounts and puts her experience into practice every day as a thought leader in integrating search campaigns with web analytics, ecommerce websites, and behavioral targeting strategies. In addition to agency work, she has led successful online marketing programs at Thomson Reuters in search marketing, merchandising, and ecommerce strategies at the enterprise level. Lisa also serves as programming committee chair for the Minnesota Interactive Marketing Association (MIMA) and recently launched Minnesota Search Engine Marketing Association (MnSEM). Lisa’s recent speaking engagements on search include MIMA, SMX, SES conferences. She holds a BA in Economics from Valparaiso University and is a Certified Google Advertising Professional.

David Rodecker Founder & CTO Relevant Ads Inc.

David Rodecker is Founder and CTO of Relevant Ads, Inc., which was founded in 2004, with the mission of 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, California. Local Splash is the RelevantAds product that gets businesses guaranteed placement and ranking optimization on local (map), organic and pay-per-click results of major search engines like Google, Yahoo! and Bing. Local Splash provides local (map), organic and pay-per-click results. Local Splash is backed by the Local Splash Guarantee which guarantees that a business will be found on the first page of local search results within 6 weeks, and if they are not, they won’t pay until they are on the first page. David oversees technology operations, development and scaling provisioning processes. Prior to founding Relevant Ads, Inc, David led technology development at Interchange Corporation launching local.com which became the fastest growing local search destination hitting 4.4MM unique visitors in 3 months.

Zach Rodgers Managing Editor ClickZ News

As managing editor of ClickZ News, Zach Rodgers oversees ClickZ’s coverage of breaking news and key trends in digital marketing. He has written extensively about social media, search marketing, video advertising, and Internet policy, and is a frequent moderator at industry events. His articles have been syndicated to Kauffman Foundation publications, and cited by major trade and consumer associations such as the U.S. Federation of Public Interest Research Groups and the Center for Digital Democracy. He previously held editorial and reporting positions at ChannelSeven.com, TurboAds.com, and Datamation, an enterprise technology publication.

Armando Rodriguez General Manager Yahoo! Hispanic Americas

Fernando Rodriguez CEO Terra Networks

Fernando Rodríguez joined Terra Networks in 2000 as Chief Financial Officer and as a founding member of the team that launched Terra.com. In 2004 he took on the position of Chief Executive Officer and he now oversees the operations of Terra Networks in the US, with headquarters based in Miami and offices in New York, Los Angeles and San Francisco. He has played a key role in the growth of the organization and in consolidating Terra Networks USA’s position as the leading Internet portal for the US Hispanic market. Under his leadership, Terra.com has grown its audience to reach over 11 million unique visitors per month, and has increased its advertising revenue to become one of the leading digital platforms targeting the Latino market. The primary sources of revenue are Spanish, English and Portuguese language online advertising campaigns throughout the United States and the Latin American region.

Giovanni Rodriguez CMO BroadVision

Giovanni Rodriguez is a noted entrepreneur, strategist and public speaker on organizational leadership and digital communications. He is Chief Marketing Officer at BroadVision (Nasdaq: BVSN), one of the world’s leading innovators in enterprise social networking, and former managing partner of The Conversation Group, one of the first global social technology consultancies. A regular contributor to ClickZ (The Marketing to Latinos column), he is currently writing a book on the rise of Latino influence and the new multicultural Web. A pioneer in post-Web 2.0 communications, Giovanni has advised and consulted for numerous consumer brands such as General Mills, Unilever, Best Buy, and the Automobile Association of America (AAA), as well as B2B leaders such as The New York Stock Exchange, SAP, Alcatel-Lucent, and Verizon Business. He is also known for his work in positioning technology companies in transition, including FAST Search and Transfer (now Microsoft), Ribbit (now British Telecom) and JAJAH (now Telefonica).

Khalid Saleh

Speaker Bios

Co-founder Invesp As general manager for Yahoo! Hispanic Americas, Armando Rodriguez oversees the company’s sales strategy and business partnerships in the U.S. Hispanic market, Mexico, Argentina, Peru, Chile, Colombia and Venezuela. In this role, he is also responsible for the management and diversification of all revenue streams, including display and search advertising, as well the expansion into new markets in Latin America. Prior to his current role, Rodriguez was head of business development where he led all content and partnership assessments, negotiations and implementation for Yahoo! properties in the region. He also acted as sales strategist working closely with Yahoo!’s U.S. Hispanic sales team to offer and develop unique sponsorship programs to clients. Immediately before joining Yahoo! in 2005, Rodriguez was assistant vice president of business development at MasterCard International where he was responsible for managing both credit and debit card issuing relationships with Banco Santander in Colombia, Venezuela and Puerto Rico.

SES § March 2011 {New York}

Khalid Saleh is co-founder of conversion rate optimization company Invesp. He is the co-author of O’Reilly’s “Conversion Optimization: The Art and Science of Converting Visitors into Customers.” Khalid is an in-demand speaker who has presented at such industry events as SMX, Conversion Conference, PubCon, Emetrics, ACCM and DMA, among others. Quoted in publications including Internet Retailer, California Executive and Chicago Sun-Times, Saleh has more than 12 years’ experience in e-commerce architecture, design and implementation. His work has helped generated an average of 65% improvement in conversion rates for Invesp’s customers. He is also the chief architect behind the first ecommerce conversion optimization software.

Angie Schottmuller Founder Interactive Artisan

Award from The Advertising Club. He is the hyperlocal publisher behind the local media site MyRye.com. Sears holds a BA in political science from Kenyon College.

Rathna Sharad Angie is an Interactive Jedi who specializes in defining digital media road maps for multichannel strategy. She’s been running successful online marketing campaigns since 1998 for small and large B2B and B2C companies including Johnson Controls, Imation, and Taylor Corporation. In 2001 she founded Interactive Artisan, a strategic consultancy that specializes in leveraging emerging technologies to improve user engagement, optimize conversion, and continually enhance the customer experience. Her projects range from global intranets and e-commerce sites to social media integration and interactive video marketing. She recently defined the new Online Marketing university curriculum for The Art Institutes and contributes to popular blogs including Jay Baer’s Convince & Convert and Post-Click Marketing. Angie loves working with youth and frequently guest speaks at high schools teaching cutting edge new media principles. She has a BBA in Management Information Systems from the University of WisconsinMilwaukee and currently resides in the Twin Cities, Minnesota.

David Meerman Scott Author & Marketing Expert .ORG, The Public Interest Registry

David Meerman Scott’s book The New Rules of Marketing & PR opened people’s eyes to the new realities of marketing and public relations on the Web. Six months on the BusinessWeek bestseller list and published in 26 languages from Bulgarian to Vietnamese, New Rules is now a modern business classic. In his most recent book, Real-Time Marketing & PR, Scott explores the proven steps to adapt your business to this increasingly fast-paced and viral environment, citing registering a .ORG as a great way to disseminate messages quickly and communicate trust, integrity, and credibility. Scott’s popular blog and hundreds of speaking engagements around the world give him a singular perspective on how businesses are implementing new strategies to reach buyers. He is also the author of the hit book World Wide Rave and three other books. His Web Ink Now blog is ranked by AdAge Power 150 as a top worldwide marketing blog.

Jay Sears

General Manager, ADSDAQ Ad Exchange ContextWeb, Inc. / ADSDAQ Exchange

Group Product Planner, adCenter Microsoft Advertising

Rathna Sharad has been working in the online advertising and search space for the last 5 years. She joined adCenter engineering team during the beta testing of the adCenter product in the US, was responsible for building and evolving the core advertiser campaign management platform, tools and products. She now manages the Advertiser Planning team responsible for product roadmap and strategy for AdCenter web UI, desktop, advertising intelligence and API tools. Prior to joining Microsoft, she was IT manager at UPS, primarily responsible for enterprise solutions for Cargo operations and supply chain solutions, route-optimization and hub-integration strategies.

Crispin Sheridan

SES Advisory Board & Senior Director of Search Marketing Strategy SAP Crispin Sheridan is the Senior Director of Search Marketing at SAP in New York. As part of the Global Demand Generation team, he established and runs the Search practice at SAP for the shared goals of awareness, lead generation and sales. He is responsible for Paid and Organic search and has driven SAP’s strategy to harness the power of the channel to drive efficiency in lead generation across SAP’s ecosystem. Crispin manages the centralized and globally funded Search practice at SAP with both in-house and agency support. Crispin has proven that key-word 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.

Jaimie Sirovich CTO SEO Egghead Inc.

Jaimie is a web developer and search marketer at SEO Egghead, Inc. At present, he is focused on helping ecommerce clients succeed - with the synthesis of multi-channel integration, advanced search and faceted navigation, as well as search marketing know-how. He can be reached at jaimie@seoegghead.com.

Speaker Bios

Jay Sears is the General Manager of the ADSDAQ Advertising Exchange for ContextWeb, Inc. Mr. Sears is responsible for bringing new products to market as well as developing key strategic relationships that drive audience and revenue acquisition. Sears 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 it’s the exchanges service, inside sales and real-time bidding initiatives. Mr. Sears speaks about internet advertising at industry events including ad:tech, iMedia, Search Engine Strategies, WebmasterWorld and interactive marketing associations. He co-chairs the Interactive Advertising Bureau’s Ad Networks and Exchanges Committee. Sears received the 2009 President

Jamie Smith CEO Engine Ready

SearchEngineStrategies.com § SES

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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, Smith founded World Methods, an Internet marketing agency headquartered on Martha’s Vineyard. World Methods and Engine Ready merged in September 2001, putting together a robust online services organization with a talented group of Internet software visionaries. Under Smith’s tenure, Engine Ready has transformed from a local Internet marketing services company into a leading strategic software development firm. Smith studied business administration at the University of Vermont and has a B.S. in management and occupational safety from Keene State College.

Gregg Stewart President 15miles

and marketing teams at Wpromote. He also manages the company’s strategic partnerships and alliances while working directly with many of Wpromote’s largest clients to develop their online marketing strategy. The processes that have been developed and implemented by Michael have been invaluable to the company’s growth and success. Michael’s vast experience in online marketing is eclipsed only by his gift of gab, and his workplace antics are infamous around the office. Michael is a board member of ThinkLA’s AdZoo, an organization of Los Angeles advertising industry executives. Michael is also a regular speaker at industry events and a

Paul Szymanski

Search Engine Marketing Manager Sony Music Entertainment member of Google’s Search Engine Marketing Council.

David Szetela

Giuliano Stiglitz

CEO Orange Advertising Network Americas

Giuliano Stiglitz is currently Global Sales Director at Orange Advertising Network where he oversees digital advertising sales across web, mobile and iptv worldwide. Giuliano is also CEO of Starmedia (www.starmedia.com) a fully owned subsidiary of France Telecom operating in the US, Mexico and South America. Starmedia founded in 1996 is a internet pioneer in the US Hispanic and Latin American markets and one of the largest portals in the Spanish speaking world. Previous to France Telecom Giuliano was VP Sales Europe at Metro International the largest newspaper in the world. Previous to becoming VP at Metro International Giuliano was involved in the launch of Metro New York and worked for several Metro operations (Denmark, Portugal, Spain, France, Italy, Greece and Croatia).

Michael Stone

Vice President, Sales & Strategy Wpromote Inc.

CEO Clix Marketing

Online advertising expert David Szetela is Owner and CEO of Clix Marketing, one of the few agencies that specializes exclusively in pay-per-click (PPC) advertising, creating and optimizing clients’ Google AdWords, Yahoo Search Marketing, and Microsoft adCenter advertising campaigns. Clix is also one of the few agencies paid according to performance — as a percentage of profit or a commission per sales lead generated. Szetela’s 25-plus-year career working for small magazine publishers as well as Apple Computer and Ziff-Davis Publishing has provided him deep experience in direct response marketing. He is active in the Search Engine Marketing Professional Organization (SEMPO) and is one of the authors of SEMPO’s advanced search advertising course. His articles on PPC advertising have been published in MediaPost, Search Engine Land, MarketingSherpa, on his company’s blog, http://www.clixmarketing.com/ blog, in his weekly “Profitable PPC” column published by Search Engine Watch, and in the SEW blog. He is a frequent speaker at search and advertising industry events like Search Engine Strategies, SMX, PPC Summit, and MarketingSherpa Summit, and he hosts a weekly radio show, “PPC Rockstars,” distributed by Webmasterradio.fm and iTunes. His book on PPC Content Advertising, Customers Now, was published in November 2009, and his Wiley/Sybex book, PPC Advertising on One Hour a Day, was published in July 2010. Paul Szymanski began his career in search engine marketing at VMC Consulting, working with Microsoft to help manage the structure and optimization of their client’s accounts. Moving to Outrider North America LLC, working in Mindshare’s NY office, he began serving clients in the telecom and electronics sectors, building accounts from scratch and interfacing with clients on a daily basis. He is currently the Search Engine Marketing Manager for Sony Music Entertainment’s Direct To Consumer group, supporting high end exclusive artist bundles and products. He graduated from the University Of Rochester with a BA in Mathematics and Studio Arts.

Jason Tabeling

Associate Partner, Search and Media Rosetta

As one of the original members of Wpromote, Michael heads up the sales

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Speaker Bios

Gregg Stewart served on the executive committees of Wahlstrom Group, Wahlstrom Interactive and Fathom Online, before joining TMP Directional Marketing in 2006. One year later, he was called upon to head TMPDM’s digital solutions, which enabled him to transition the agency to an interactive-search firm, 15miles. At the helm, Stewart applies his localsearch expertise to offer strategic counsel for new and pre-existing clients, including Fortune 500 companies, who are looking to utilize digital solutions for their marketing campaigns. His current responsibilities include working with brands one-on-one to leverage directional-marketing opportunities across local-search programs, as well as to develop and optimize interactive-media solutions for his clients’ complete search presence. Through a personal approach, he has stayed focused on and committed to answering the issue on every advertiser’s mind: How do I effectively manage the evolution of consumers’ media usage across online and mobile platforms?

Jason is an Associate Partner in Rosetta’s Search and Media practice. As a member of the executive leadership team, he oversees thought leadership, and subject matter expertise for the practice. Jason has 10 years of experience in online marketing and brings a diverse combination of skills that span display, paid and organic search marketing, and analytics. He has successfully managed many online marketing campaigns during his career, and has developed evolving strategies for various clients focusing on each clients core competencies in both the online, and offline channels. Jason is a regular contributor to Search Engine Watch’s Search Advertising Experts section; http://searchenginewatch.com/3634259. Prior to joining Rosetta Jason ran search and affiliate marketing for Progressive Insurance.

Brett Tabke CEO WebmasterWorld

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

Marcus Tandler CEO/Partner Tandler.Doerje.Partner

Speaker Bios

Marcus Tandler, also known as the Mediadonis, is a Partner at the German-based Online-Marketing company Tandler.Doerje.Partner, which has a strong focus on SEO services for large companies and websites looking to improve their rankings within the Google guidelines. Together with his Partner and former Google employee Niels Doerje he’s consulting for various large companies across Europe about all aspects of Online Marketing. Marcus started working in the SEO industry over ten years ago, and was co-host of the popular “Webmasters on the Roof” show on Webmasterradio.FM. He’s also a regular speaker at various conferences around the world such as Search Engine Strategies, SMX and O’Reilly’s web2.0expo. He got a lectureship at the Fachhochschule Erding, and lectured several times at the University of Darmstadt, teaching students how to excel in Online Marketing. Marcus was the first German to ever win the Award for Outstanding Personal Contribution to Affiliate Marketing at CJU Europe 2007.

Hollis Thomases Founder WebAdvantage.net

Hollis Thomases, a Cornell University graduate, founded WebAdvantage. net, a boutique agency providing strategic online marketing and advertising

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solutions, in 1998 when most businesses were primarily focused on building websites. Thomases advocates tactics that generate qualified website traffic and measures that converted those leads into sales. Clients include Nokia USA, Johns Hopkins University, and Endo Pharmaceuticals. Thomases writes a biweekly column, “Planning the Buy,” for ClickZ. She has appeared on television and on TechTV’s “Working the Web” and in such print publications as Advertising Age and The Examiner. She frequently speaks at industry events and trade conferences and has participated in several advisory boards. Thomases was named “Enterprising Woman of the Year” in 2008 and “Small Business Person of the Year” for Maryland in 2007. WebAdvantage. net was named a Top 50 Women-Owned Business in 2008 by the Baltimore Business Journal and a “Smart Giant” by the Greater Baltimore Technology Council in 2007.

Shari Thurow

Founder & SEO Director Omni Marketing Interactive

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

Bob Tripathi

Customer Marketing Manager Sears Holdings

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

Brian Ussery CTO Search Discovery Inc.

Brian Ussery is a technical SEO expert and leading authority on issues related to SEO for Flash. Brian is one of Google’s Top Contributors on their Webmaster Central Help Forum and recognized by Google for providing outstanding support to webmasters world wide. He moderates the “Google Issues” help forum on SearchEngineWatch.com and acts as SES Groups Administrator for Facebook, LinkedIn and Twitter. In addition to his own blog, Brian frequently live blogs major industry events and is commonly cited by various outlets including; The New York Times, Wired, CNET, Gizmodo, InformationWeek, Marketing Sherpa, Valleywag, AdAge, Blogoscoped, SEOBook, Search Engine Watch, Search Engine Land and others. Brian is a member of the Web Analytics Association, Information Architecture Institute, a Founding Member of SEMPO Canada, SEMPO Atlanta and a Google Developer. Brian’s brand experience: Unilever, DANONE, W.L. Gore, Home Depot, Pergo, IMAX, NBA.com, NHL.com, Louis Vuitton, Evian, Chick-Fil-A and Club Med, just to name a few.

Lauren Vaccarello Sr. SEM Manager Salesforce.com

Lauren is the Sr.SEM Manager at Salesforce.com where she is responsible for planning and executing international search marketing strategies and is heavily focused on offline ROI metrics and cross channel integration. Through Lauren’s consulting company, lvlogic, she 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 like 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.

Engine Marketing Professionals Organization and contributing courseware developer for the SEMPO Institute. Matt has served as technical editor/ advisor for three leading books on paid search, including Andrew Goodman’s “Winning Results with Google AdWords,” Mona Elesseily’s “Yahoo! Search Marketing Handbook” and most recently, “Pay-Per-Click Search Engine Marketing: An Hour a Day” by David Szetela and Joe Kerschbaum. Matt is a graduate of St Lawrence University, Canton NY (BS Economics) with an M.B.A. from Rivier College, Nashua, NH.

Carlos Vassallo CEO LatinVision Media Inc.

Carlos has extensive international business experience. He has worked for various multinational corporation and has had major responsibilities for sales and operations for Latin America. In addition, Carlos has business start-up experience and business consulting experience. He has worked for IBM, Elexco International, Proxima and Abitibi Consolidated and has undertaken independent international assignments. He holds a B.S. from the University of Argentina and an M.B.A. from Stern School of Business at New York University. Carlos lives in New York City and has two daughters Flavia and Lorenza. Carlos is a native of Argentina and is fluent in Spanish and English. LatinVision Media, Inc. is a New York-based company operating business portals targeting U.S. Hispanic and Latin American entrepreneurs, business owners, executives and professionals in small and medium-sized companies.

Dilip Venkatachari CEO and co-founder Compass Labs

Frederick Vallaeys AdWords Evangelist Google

Frederick Vallaeys is Google’s AdWords Evangelist. In this role, he helps advertisers learn about which Google products are best to support their marketing goals. He also represents the needs of advertisers to the engineering and product management teams. He joined the company in 2002 to help bring AdWords to the Dutch and Belgian markets. Since then, he has been involved in the design of many of AdWords’ core features in addition to those related to new and traditional media. Prior to Google, Frederick was an engineer at Sapient as well as a part-time wedding photographer who found new customers through AdWords. He holds a bachelor’s degree in electrical engineering from Stanford University.

Dilip Venkatachari is the CEO and co-founder of Compass Labs. Previously, Dilip led Google’s mobile monetization business and had responsibility for all of PayPal’s risk and fraud management, card and bank processing relationships, and regulatory compliance. Dilip is a successful serial entrepreneur who has co-founded and led two successful start-up companies – CashEdge and CommerceSoft – after stints at McKinsey and Goldman Sachs. Dilip has an MBA from the Harvard Business School, M.S. in electrical engineering from Rice University, and a B.Tech in electrical engineering from the Indian Institute of Technology, Madras.

Anna Maria Virzi Executive Editor ClickZ

President Find Me Faster

An award-winning speaker whose presentations are usually as entertaining as they are informative, Matt is the president and founder of Find Me Faster, a paid search engine marketing agency in Nashua, NH. He is a member of SEMNE (Search Engine Marketing New England), SEMPO, the Search

Anna Maria heads up ClickZ’s editorial team, working with the publication’s editors in New York and Hong Kong and guiding 70 marketing experts who share how to’s and commentary in Experts columns. She was on the launch team for Ziff Davis Media’s Baseline magazine and has worked at Forbes.com, Web Week, Internet World, and the Connecticut Post.

Frank Watson CEO Kangamurra Mediae

SearchEngineStrategies.com § SES

Speaker Bios

Matt Van Wagner

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

Duncan Watts

Principal Research Scientist Yahoo! Duncan Watts is a principal research scientist at Yahoo! Research, where he directs the Human Social Dynamics group. He is also an adjunct senior research fellow at Columbia University, and an external faculty member of the Santa Fe Institute and Nuffield College, Oxford. His research on social networks and collective dynamics has appeared in a wide range of journals, from Nature, Science, and Physical Review Letters to the American Journal of Sociology. He is also the author of Six Degrees: The Science of a Connected Age (W.W. Norton, 2003) and Small Worlds: The Dynamics of Networks between Order and Randomness (Princeton University Press, 1999). He holds a B.Sc. in Physics from the University of New South Wales, and Ph.D. in Theoretical and Applied Mechanics from Cornell University.

Marty Weintraub President aimClear

Marty Weintraub is president of aimClear, an Internet-focused Advertising Agency with offices in Duluth, Minnesota. aimClear provides traditional & social pay-per-click (PPC) management, natural search optimization (SEO), social media/feed marketing (SMO) and online reputation management (ORM) services to national clients. aimClear offers training and audits in all service categories. An avid search marketing blogger, he’s written extensively for SearchEngineWatch, SearchEngineLand, SEORoundTable and others. His popular “home” publication, aimClear Blog, is an AdAge Power 150 blog (aimClearBlog). Marty’s speaking engagements have included numerous appearances at Search Engine Strategies (SES), Search Marketing Expo (SES), SEMpdx and PubCon. aimClear’s clients have included cherished enterprise publishers including WashingtonPost properties, MarthaStewart.com, SecondLife, MerchantCircle, Blue Cross Blue Shield & CBS among others. He brings Internet Marketing experience dating back to 1992, the dawn of interactive.

Avi Wilensky Founder and CEO Promediacorp

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Avi Wilensky is the founder and CEO of Promediacorp, a full-service search engine marketing firm and digital agency. Based in Manhattan, Promediacorp works with clients such as Sony Music, HarperCollins Publishers, Comedy Central, Weill Cornell Medical Center, and others to help them successfully achieve their search marketing objectives. Avi is an author at the SEMPO Institute, a founding member of IMNY.org, a contributing author to the Search Engine Roundtable, and a member of the SEOktoberfest brotherhood. He regularly speaks at search marketing and internet marketing conferences worldwide. Avi graduated Rutgers University with a BA in Psychology & Economics and a Certification in eCommerce Management.

directory of women experts). Barb has spoken on the topic of advanced Google innovations at SEMNE. She is a graduate of Wright State Univ (BA Art/Art History) and is currently writing an e-Book entitled “Google AdWords Tips and Traps - A Guide for PPC Beginners”. She formerly worked with Matt Van Wagner at Find Me Faster, and credits Matt for helping to launch her amazing career.

Jim Yu

Founder & CEO BrightEdge

Ronald Yager

Professor, Machine Intelligence Institute Iona College

Dr. Ronald Yager is an internationally recognized expert and IEEE Computational Intelligence Society Distinguished Lecturer in areas related to machine intelligence, data mining and social networks. He published over 500 papers and fifteen books in decision-making under uncertainty and information fusion. He is among the world’s top 1% most highly cited researchers. He was the recipient of the IEEE Computational Intelligence Society Pioneer award in Fuzzy Systems. He was a program director at the

Jim is the founder and CEO of BrightEdge. He combines in-depth expertisein developing and marketing large on-demand software platforms with hands-on experience in advanced SEO practices. Prior to founding BrightEdge, Jim was at Salesforce.com where he led a core part of the platform products team that delivered the industry’s first cloud computing platform. At Aether Systems, Jim ran the product management team responsible for the product strategy, roadmap, and delivery of the innovative Scoutware line of wireless products. At Mercator Software (now IBM), Jim directed the development of Mercator Integration Broker, an industry leading enterprise software product, generating over $100 million in revenue. Jim holds an MBA from Stanford University, a Master’s of Engineering from the University of Virginia, and a Bachelor’s of Science in Computer Science from the University of South Dakota.

Jason Yormark

VP of Marketing and Social Media Strategies 360

Jason is VP of Marketing and Social Media at Strategies 360. He leverages his extensive community building, digital marketing, and social media experience to create and drive the execution of compelling social media initiatives for S360 clients. Prior to S360, Jason spent 5 years at Microsoft, building marketing and social media programs for Microsoft Advertising, Mac Office, and Microsoft Office products. Prior to that, Jason directed a full-service firm providing Web design, marketing, and PR solutions. At Strategies 360, Jason works closely with the communications team to build strategies for clients that incorporate cutting-edge social media strategies and online marketing tactics. In his free time, Jason plays baseball for the Puget Sound Islanders, coaches girls’ club volleyball and loves all things Mac. He earned his Bachelor of Science in Communications with a Minor in English at Illinois State University. He completed his Masters in Education from the University of Phoenix.

Barb Young

Speaker Bios

Founder ppc-Strategies

Barb Young is the founder of ppc-Strategies, a paid search consulting firm in Nashua, NH. With over 20 years of sales and marketing experience, Barb provides strategic, ROI-driven PPC management and on-site training for ecommerce and service industry clients. She is a Google AdWords Certified Partner and is Google Analytics Qualified. She is a member of SEMNE (Search Engine Marketing New England), SEMPO (Search Engine Marketing Professionals Organization), and WomenCentric.net (a global

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The Intersection of Search, Marketing & Commerce

WORLD TOUR New York 2011

March 21-25 • Hilton New York

Amsterdam 2011

March • Grand Hotel Krasnapolsky

Toronto 2011

June 13-15 • Hyatt Regency Toronto

Hong Kong 2011

September 20-21 • Hyatt Regency Tsimshatsui

Shanghai 2011

May 24-25 • InterContinental Shanghai Puxi

San Francisco 2011 August 15-19 • Moscone Center

Chicago 2011

November 14-18 • Hyatt Regency

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