SESMagazine v3-6 August09

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INTERVIEW: CLAY SHIRKY
Search Engine Strategies Stewart Quealy chats
with SES San Jose keynote speaker Clay Shirky
about his latest book and how online social
networks are shaping the media landscape.
-6
-::
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8:-::e
AGENDA
Use this schedule and overview to outline
your week at SES San Jose.
FLOOR PLAN
Find the locations of exhibitor booths,
session rooms, and other attractions.
SPONSORS & EXHIBITORS
Discover what all the organizations and
companies at SES San Jose have to offer.
SESSIONS
Determine which sessions and workshops
will help you accomplish your goals.
SPEAKER BIOS
Learn more about the speakers and
session moderators.
6e
PROFIT OPTIMIZATION: MARRY SEARCH
DATA WITH SALES TO BOOST ROI
Aligning search data with sales and CRM
platforms isnt a futuristic dream its a reality
today. Heres why you need to roll out an internal
prot optimization strategy.
::z
GLOSSARY
Terms and acronyms every search marketer
should know.
6z
OPTIMIZING FOR BING
Does the new search engine weigh certain
factors differently?
6
BRAND MONITORING: PROTECTING
TRADEMARKS ON PAID SEARCH
Is it legal to sponsor a trademark or use it in ad
copy text? What are the risks? What are your
options if someone is doing it to you?
6
TAKING THE LONG VIEW
In an industry where weekly or even daily
stats are accepted as markers of success,
have we forgotten the long view?
SMS VERSUS WAP

Short Message Service and Wireless Application
Protocol are rampant in todays online world;
theyre most effective when used in tandem.
8
QUALITY SEO PAYS FOR ITSELF
SEM and SEO can dramatically transform
protability of a business, so why is it currently a
signicantly undervalued skill set?
6
WHAT IS SOCIAL SEARCH?
As users in niche communities work together
to nd answers, non-validated results from the
search engines are becoming less relevant.
6
USING SEARCH TO FIND MISSING
PERSONS: SCRATCHING THE SURFACE
Search has an altruistic side, as evidenced
during Hurricane Katrina and 9/11. Heres where
progress is needed.
68
BRAND PROTECTION ON SOCIAL
NETWORKING SITES
More feud than fun? Facebook and Twitter user
names are at the center of precedent-setting
court rulings. Heres how to avoid pitfalls.
z
GENERATING REVENUE FROM
OUTSOURCED LOCAL SEARCH
Local publishers and traditional media outlets
are outsourcing privately-branded local search
sites, which can increase monetization and
advertiser retention.
:
ADVERTISING SUCCESSFULLY WITH
LOCAL SEARCH
For most businesses, all search is local search.
Be sure youre considering your niche, range,
online options, and ideal customer.
Follow SES Magazine at
twitter.com/sesmag
AUGUST 2009
Become an SES afliate today!
Are you a blogger or publisher? Do you post about SES events?
With 5% payouts, the SES afliate program helps you monetize
the trafc youre already sending our way you can easily
earn $1,000
*
*Payout for 10 SES San Jose registrants (regular rate)
Learn more: SearchEngineStrategies.com/affiliate-program.html
z
6
y
6e
Social M
edia & Video Strategies
events.ClickZ.com
/social-m
edia-video
$
Tuesdays forum
: see
page 41
Advertiser tndex
Advertiser Page
7Search.............................. 89
Acquisio (insert) .................. 49
AdReady............................. 66
Ask.com............................... 7
Bing...................................... 5
Bruce Clay, Inc. ................... 12
BtoB Magazine ................... 79
Century Interactive ............. 37
ClickEquations.................... 58
eMarketer........................... 85
Enquisite Inc. ...................... 21
Advertiser Page
Facebook............................ 25
FinditQuick.com.................. 35
Google................................ C2
iContact ................................ 8
iProspect .............................. 3
LocalSplash.com................ 70
Looksmart .......................... 27
magnify360 ........................ 38
Market Motive..................... 75
Marin Software................... C4
Network Solutions............... 29
Advertiser Page
Offshoring.com.............. 56-57
Omniture, Inc. ..................... C3
Outrider ............................ 101
Prime Lead.................... 18-19
PRWeb................................ 97
The Search Monitor ............ 33
Tracking.net........................ 83
WebmasterRadio.FM......... 107
WebTrends.......................... 93
Yield Software..................... 80
YouTube.............................. 17
For information about advertising in future issues, please contact sales at
sales@SearchEngineStrategies.com or (212) 457-4993.
SES: Volume 3, Issue 6 | August 2009
2009 INCISIVE MEDIA PLC
Please recycle this magazine!
Incisive Media, U.S.
120 Broadway, 5th foor
New York, NY 10271
tel (212) 457-9400
fax (646) 822-5237
Incisive Media, head ofhce
Haymarket House, 28-29 Haymarket
London SW1Y 4RX, UK
tel +44 (0)20 7316 9609
fax +44 (0)20 7930 2238
To advertise, subscribe, contribute, or view past issues:
www.SearchEngineStrategies.com/ses-magazine
Comments? Want to unsubscribe? E-mail us:
magazine@SearchEngineStrategies.com
$
we|ceme
Welcome to Search Engine Strategies and
SES Magazine, your offcial guidebook for
the week. As a search marketer, you know that
the interactive industry is constantly evolv-
ing and so are we. Thanks in part to your
feedback, we`ve given SES San Jose a make-
over this year, with shorter sessions, more
case studies, and a refreshed speaker lineup.
Whether
you`re
new to the
industry or
an expert,
we have
created
an educa-
tional
and networking environment for you that
is unparalleled in its magnitude of offer-
ings. Please do not hesitate to approach us
this week, as your suggestions and input are
always welcome.
We hope you fnd this conference to be
a truly valuable experience in your profes-
sional 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 offce next week, we encour-
age you to stay sharp by reading SearchEn-
gineWatch.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.
$ www.SearchEngineStrategies.com/sanjose
Stewart Quealy
SES Advisory Board Co-Chair
Mike Grehan
SES Advisory Board Co-Chair
Matthew Bailey
President
SiteLogic
Ron Belanger
VP, Worldwide Agency Sales
Omniture
Brett Crosby
Group PPM
Google
Bryan Eisenberg
Co-founder
Future Now, Inc.
Jeff Ferguson
Sr. Director, Online Marketing
Local.com
Andrew Goodman
Principal
Page Zero Media
Mike Grehan, Co-Chair
Author & Expert
ClickZ.com
Anne Kennedy
Managing Partner
Beyond Ink
John Marshall
CTO
Market Motive
Lee Odden
CEO
TopRank Online Marketing
Pauline Ores
Sr. Marketing Manager, Social Media
IBM Corporation
Erynn Petersen
Sr. Manager, Ad Platform Evangelism
Microsoft
Randy Peterson
Search Marketing Innovation Mgr.
Procter & Gamble
Stewart Quealy, Co-Chair
VP, Content Development
Incisive Media
SES Advisory Board
Comprised of both industry thought leaders and real-world practitioners, the Search Engine
Strategies advisory board brings together top players in the field of interactive media and
search. The team works to deliver continually cutting-edge search techniques, more integrated
and relevant content, and professional development resources to SES attendees.
5taII
Managing Editor
Contributors
Cover Design
Drew Eastmead
Julie Batten, Ron Belanger,
Mary Bowling, David Dague,
David Dalka, Kathleen Fealy,
Paul Garrity, Mike Grehan,
Sara Holoubek, Matthew
Marcotte, Bill Mungovan,
Melissa Ortiz, Lori Weiman
Erik Hageman
MAGAZINE
VP, Content Development
Senior Program Director
Program Coordinator
Stewart Quealy
Marilyn Crafts
Jackie Ortez
PROGRAM DEVELOPMENT
SALES & MARKETING
VP, Publisher
Sales Directors
Account Executives
Event Client Services Mgr.
Marketing Director
Marketing Manager
Web Designer
Online Operations Manager
Online Operations Assoc.
Matt McGowan
Andrew Katz
Elaine Mershon
Elaine Romeo
Peter Westerholm
Elizabeth Huston
Katie OHea
JoAnn Simonelli
Angela Man
Christian Georgeou
Rebecca Holz
Louise Laberge
Aleksey Gershin
Managing Editor
News Correspondents
Contributing Editors
Kevin Newcomb
Greg Jarboe
Nathania Johnson
Frank Watson
Tim Ash, Michael Boland,
Eric Enge, Liana Evans,
William Flaiz, Justilien
Gaspard, Carrie Hill, Mark
Jackson, Ron Jones,
Sage Lewis, Elisabeth
Osmeloski, Joshua Palau,
Erik Qualman, Kevin
Ryan, Aaron Shear, Gregg
Stewart, David Szetela
SEARCH ENGINE WATCH
CEO, North America
SVP, Events
MD, Operations
William Pollak
Kevin Vermeulen
John Klein
CORPORATE
Executive Editor
Managing Editor, News
Senior Editor, News
Copy Chief
Anna Maria Virzi
Zach Rodgers
Kate Kaye
Erin Brenner
CLICKZ
Director, Operations
Operations Manager
Michele McDermott
Dan Hoskins
OPERATIONS
A
g
e
n
d
a
4 SES August 2009 {SAN JOSE}
For more details on the sessions and
their speakers, see the descriptions
beginning on
page e
For details on both Mondays and
Fridays training workshops in the
San Jose Marriott, go to
page y
$
Search
Fundamentals
Ballroom A2
Search
& Community
Ballroom A1
Search for the
C-Suite
Ballroom A3
Search &
Measurement
Room B
Search &
the Future
Room C
Day 1: Tuesday, Aug. 11
7:30a-6:30p
8-9a
9-10a
10-10:30a
10:30-11:30a
11:30-11:45a
11:45a-12:45p
12:45-1:45p
1:45-2:45p
2:45-3p
3-4p
4-4:30p
4:30-5:30p
5:30-6:30p
Registration Concourse
Morning Coffee Concourse
Conference Welcome & Opening Keynote: Clay Shirky, Author, Here Comes Everybody Exhibit Hall 2
Expo Hall Grand Opening (open 10a-6:30p)
Session Interval
Networking Lunch Exhibit Hall 2
Session Interval
Afternoon Break Expo Hall
Networking Reception Expo Hall
Introduction to Search
Engine Marketing
Optimize for Search &
Engage the Community
The Adaptive CMO:
New Digital Marketing
Always be Testing:
Marketing Optimization
Search: Where to Next?
Successful Site
Architecture
Using Search to Find
Missing Persons
The View From
the CMOs Ofce
Creating a
Web Analytics Culture
The Next Wave
for Online Video
Persuasive Messaging in
Your Content Strategy
Turning the Social Web
Into Real ROI
Integration: The New
CMO Imperative
Turn Web Analytics into
a Money-Making Machine
Semantic Technology
& Search
SEO Tools of the Trade:
Whats in YOUR Toolbox?
How SEO Can Help Save
the Publishing Industry
Going Digital Without
Impacting Your Brand
Meaningful SEO Metrics:
Go Beyond the Numbers
Where Will Customers Be
Searching in Five Years?
Search Advertising 101
Convergence of Smart
Phones & Local Search
Performance Pricing: What
Every CMO Must Know
Extreme Makeover
Conversion Edition
Launching a
Global Website
Track
Social Media & Video Strategies
9-10a Keynote: Clay Shirky
10:30a Marketing in a Social Media World
10:45a Effective Advertising via Social Networks
11:45a Conversational & Real-Time Marketing
12:45p Networking Lunch (Expo Hall)
1:45p Online Video Advertising Made Easy
3p Best Practices for Online Video
4:30p A Chat with Michael Fischer
5:30p Networking Reception (Expo Hall)
*
open to all SES conference attendees!
*
$ For more information, see page 41, or visit:
Sponsored by
Sponsored Sessions
These sessions (see page 6), in addition to the three
keynotes, networkingcocktail reception, and the Express
Site Clinics (see page 10) indicated by yellow backgrounds
are open to all attendees (including Expo Hall only).
Tuesdays ClickZ Social Media & Video Strategies (see page 41) and
Thursdays Local Search Summit (see page 53) are open to
SES conference pass-holders.
S
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events.ClickZ.com/social-media-video
For more information on Market Motives Live Certication Gauntlet
(Tuesday, Aug. 11, 4:30-5:30p), see page 75.
5 SearchEngineStrategies.com SES
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Fundamentals
Ballroom A2
Search for the Small
Business
Ballroom A3
Vertical & B2B
Room B
Geek Speak
Room C
ClickZ/OMS
Ballroom A1
Day 2: Wednesday, Aug. 12
8a-5:15p
8-9a
9-10:15a
10:15-10:45a
10:45-12p
12-1p
1-2p
2-2:30p
2:30-3:45p
3:45-4p
4-5:15p
Coffee Break Expo Hall (open 10a-4p)
Networking Lunch Exhibit Hall 2
Afternoon Keynote: Nicholas Fox, Business Product Management Director, AdWords, Google Exhibit Hall 2
Afternoon Break Expo Hall
Session Interval
Google: Convert Your
Visitors to Customers
Search on a Dime
Bing Toolbox:
Your One-Stop
Shop for Better ROI
Landing Page
Testing & Tuning
Facebook: Reaching
Prospects Earlier In
The Decision Cycle
Keywords & Content: Search
Marketing Foundations
Social Media
for the Little Guy
The Death of Last Click
Attribution & Its Impact
Duplicate Content &
Multiple Site Issues
Igniting Viral Campaigns:
From Links to UGC
The Power of Linking:
Link Building Basics
Google Analytics &
Website Optimizer:
Secrets Revealed!
Four Paths to Success in
a Tough Travel Economy
Omniture: Measuring
SEM Impact Across
Marketing Channels
Social Media:
Managing Conversations
Findabilty Formula: The
Easy Approach to SEM
Turning Simple Change
into Big Prot
The BuyerSphere Project
Real-World
Multivariate Testing
Social Media:
White Hat vs. Black Hat
Track
Organic
Ballroom A2
Advanced PPC
Ballroom A1
Organizational
Ballroom A3
Geek Speak
Room B
Clinic
Room C
Day 3: Thursday, Aug. 13
8a-4p
8-9a
9-10a
10-10:30a
10:30-11:45a
11:45a-12:45p
12:45-2p
2-2:15p
2:15-3:30p
3:30-3:45p
3:45-5p
Morning Keynote: Charlene Li, Co-author, Groundswell Ballroom A1
Coffee Break Concourse
Networking Lunch Concourse
Session Interval
Session Interval
SEO Through
Blogs & Feeds
Advanced Paid Search
Techniques
Electronic Contacts & the
Long Arm of the Law
Ads in a
Quality Score World
Extreme Makeover:
Live Site Clinic!
News Search SEO
Search ROI: Measuring
More than Conversion
Brand, Trademark, &
Reputation Management
Follow the Carrot:
Cool Mobile Apps
Extreme Makeover: Live
Twitter & Blogging Clinic
Advanced SEO
Roundtable
Advanced Keyword
Research
Independent SEMs/SEOs:
Issues & Answers
Images & Search Engines:
Getting the Full Picture
Extreme Makeover:
Live Landing Page Clinic
How Storytelling Matches
Up With Marketing
Brainstorming the Paid
Search Super Tool
In-House SEO:
Structuring For Success
Search Becomes the
Display OS
Extreme Makeover: Why
Am I Not Making Sales?
Track
S
S
S
S
S
S
S
S
S
S
Sponsored Sessions
These sessions, in addition to the three keynotes, networking
cocktail reception, and the Express Site Clinics (see page 10)
indicated by yellow backgrounds are open to all attendees (including
Expo Hall only).
Tuesdays ClickZ Social Media & Video Strategies (see page 41) and Thursdays
Local Search Summit (see page 53) are open to SES conference pass-holders.
S
S
|'.-c,. /.. ! ' Jc-c |'c
$ For more information, see page 53
or visit www.localsearchsummit.com
F
l
o
o
r
P
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a
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San Jose Marriott (attached to San Jose Convention Center)
What events will take place at the San Jose Marriott?
$ The San Jose Marriott will also be hosting the Speaker Ready and Press Rooms.
Monday, Aug. 10
or SearchEngineStrategies.com/
sanjose/training-monday.php
Tuesday, Aug. 11
or events.clickz.com/social-
media-video
Thursday, Aug. 13
or localsearchsummit.com
Friday, Aug. 14
or SearchEngineStrategies.com/
sanjose/training.php
PARTNERED TRAINING WORKSHOPS
ether |ike-minded seu|s whe are either stupid er crazy

eneugh te have the audacity te be|ieve they can eIIective|y
|ead search marketing initiatives in g|eba|, mu|tinatiena|,
mu|ti-matrixed erganizatiens eperating acress mu|tip|e
time zenes and eIten with hidden and disparate marketing
agendas. Anybedy?
TODD TURBO WATSON, IBM CORPORATION
t'm searching Ier...
What are yeu searching Ier at 55 5an |ese?
|.c-c,- C''c' cc '-
sponsored by:
F
l
o
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r
P
l
a
n
San Jose Convention Center (Street & Exhibit Levels)
Whats here?
J Session Rooms: For more
information, see the agenda on pages
4-6, or see the expanded descriptions
beginning on page 40.
J Expo Hall: For more information,
see the expanded map on the following
page. Or, see the company descriptions
beginning on page 14.
J Keynotes & Lunches
Express Site Clinics (Booth 327; open to all)
Tuesday, Aug. 11
$The Curmudgeons Web Copywriting
Clinic (10-11a); Ian Lurie, President, Portent
Interactive
$Power PPC Advertising Clinic (11:30a-
12:30p); David Szetela, CEO, Clix Marketing
$Small Changes, Big Results (1:30-2:30p);
Matt Bailey, President, Site Logic Marketing
$Express Search Usability Clinic (2:45-
3:45p); Shari Thurow, Founder & SEO Director,
Omni Marketing Interactive
Wednesday, Aug. 12
$User-Friendly Sites That Monetize Well
(10:15-11:15a); Jennifer Slegg, CEO,
JenSense.com
$Ad Copy to Landing Page Review (11:30a-
12:30p); Brad Geddes, Founder, bgTheory.com
$Your Baby Is Ugly: Landing Page Mini-Cri-
tiques (1-2p); Tim Ash, President, SiteTuners
$CPA Optimization Station (2:30-3:30p);
Jonathan Mendez, Founder & CEO, RAMP
Digital
F
l
o
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r
P
l
a
n
San Jose Convention Center (Expo Hall)
115
117
121
123
127
109
101
120
114
102
227
231
221
209
215
201
327
321
309 8
315
303
326
330
320
308
314
427
431
421
409
415
403
420
414
527
531
521
523
509
515
501
627
631
621
615
609
601
727
731
721
709
715
703
726
730
720
722
714
708
817
821
823
827
831
801
805
809
811
815
816
820
822
826
830
814
808
20'
30'
106
526
520
514
522
516
40
626
630
622
620
614
608
220
214
216
200
22 32 3 2 32 42 3 2 723
717 217 218
Exhibitor List: Booth Numbers
7Search............................................. 109
Acquisio............................................. 816
Acronym Media.................................. 216
Acxiom ............................................. 622
Adfare Video Solutions ....................... 723
AdGooroo, LLC................................... 409
AdManage ......................................... 220
adMarketplace................................... 415
AdReady............................................ 309
Advertise.com.................................... 308
Afliate.com...................................... 626
AOL ................................................... 209
Ask Sponsored Listings...................... 601
AT&T Interactive ................................ 315
Autonomy Optimost ........................... 427
Best of the Web ................................. 720
Bing................................................... 303
blinkx ................................................ 817
Blogging Center ................................. 431
Brafton CustomNews ......................... 215
Brafton CustomNews ......................... 715
Bruce Clay, Inc. .................................. 102
Business.com.................................... 515
Century Interactive............................. 509
ClearSaleing ...................................... 822
Click Forensics, Inc. ........................... 321
ClickEquations................................... 721
Clickpath ........................................... 323
comScore, Inc.................................... 227
Digger, Inc.......................................... 627
Direct Agents, Inc. ............................. 520
eDirectory.......................................... 422
Engine Ready..................................... 521
Enquisite Inc. ..................................... 811
Express Site Clinics............................ 327
eZanga.com....................................... 420
Facebook........................................... 808
FinditQuick.com, Inc........................... 823
Findology........................................... 114
Foosball Tournament.......................... 731
Google............................................... 403
Hydra LLC ......................................... 708
iContact ............................................. 214
iCrossing ........................................... 614
ideaLaunch........................................ 414
Idearc Search Marketing.................... 320
iProspect ........................................... 501
iSpionage.com................................... 820
KeywordMax...................................... 527
LinkWorth.......................................... 805
Localeze............................................ 717
LocalSplash.com............................... 631
LookSmart ......................................... 609
Lyris ................................................. 615
magnify360 ....................................... 231
Marchex ............................................ 621
Marin Software.................................. 620
Market Motive.................................... 526
Meetup.............................................. 327
Moniker ............................................. 522
Network Solutions, LLC...................... 421
Omniture, Inc. .................................... 408
Online Marketing Institute.................. 827
OrangeSoda....................................... 714
PeoplePond........................................ 322
Performics......................................... 809
Pixelsilk............................................. 106
PRWeb............................................... 117
Reply.com.......................................... 223
Rosetta.............................................. 815
Search Engine Watch......................... 327
Search Marketing Standard ............... 727
SearchIgnite ...................................... 120
SEMPO .............................................. 123
SEO, Inc............................................. 801
SES Sales Ofce ................................ 127
SLI Systems....................................... 221
SpyFu................................................ 726
Submit Express.................................. 514
Superpages.com................................ 200
The Search Agency ............................ 523
TMP Directional Marketing................. 722
Tracking.net....................................... 326
Trellian............................................... 814
Tyloon, Inc. ........................................ 121
WebmasterRadio.FM.......................... 703
Website Magazine.............................. 115
WebTrends......................................... 314
Wpromote Inc. ................................... 608
Yahoo! .............................................. 201
Yield Software.................................... 709
Yieldbuild/HubPages .......................... 516
ENTRANCE ENTRANCE
EXPO HALL HOURS
Tuesday, Aug. 11 10a-6:30p
Wednesday, Aug. 12 10a-4p

Founded in 1996, Bruce Clay, Inc. is a leading provider of Internet Marketing Solutions with an
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generates traffc, it is not the only service that
can do so. Our PPC management services
are designed for those with an immediate need for
traffc, as well as a long-term need. Our PPC services
focus on the return on investment, and are designed
to maximize your return, not maximize your spend.
Web Analytics Services
Web Analytics is critical to your traffc
programs -- you need to know what converts!
We offer a range of services and tools to help
you understand the traffc sources, what converts,
what doesnt, and how to take action. We consider
these the perfect companion to all our Internet
marketing traffc generation programs.
Web Design Services
We will customize all of our design services
to meet your individual site goals and needs.
Examples of our services include assistance
with site architecture, graphic design (site look and
feel, navigation, etc.), template building, content
writing and code generation. We understand the
importance of a well-designed site, and will work with
your team to construct a site that will get noticed by
users and the crawlers for all the right reasons.
Branding Services
Initial services focus on banner advertising
channels, but also cover press releases,
community and personal preference searches
(Collarity), and others areas concerning improved
recognition within targeted audience areas. Our
emphasis on brand recognition within a space is what
will generate the traffc most likely to convert.
Internet Marketing Tools
Internet marketing is diffcult and it isnt
getting any easier. Luckily, we have plenty of
tools and suggestions to combat the ever
increasing complexity of the industry. Whether it is
proprietary internet marketing tools or just our favorite
third-party applications, you will fnd that our complete
online marketing toolbox will keep you ahead of the
game.
SEO Training
Learn how to improve your rankings across
all of the major search engines and increase
the qualifed traffc to your website using the
time-tested SEOToolSet tools and methodology.
Based on years of search engine research and
successful website optimization, our SEO training
course teaches you how to analyze search engine
results and edit your website to achieve top placement
with the SEOToolSet.
Upcoming SEO Training Courses:
August 18-20, 2009 - Simi Valley, CA
September 14-18, 2009 - Simi Valley, CA
October 20-22, 2009 - Long Island, NY
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Internet Marketing Solutions
Our Internet marketing solutions include tools
subscriptions, training, consulting, assessments, and
a wide range of turn-key and cooperative full-service
projects for all budgets, big and small. These are
absolutely not one-size-fts-all service programs -- every client
is reviewed to achieve the best Internet marketing solution.
Sponsors
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Premier Plus Sponsors
Google
Booth 403
www.google.com
Google`s innovative search technologies connect millions of people
around the world with information every day. Founded in 1998 by
Stanford Ph.D. students Larry Page and
Sergey Brin, Google today is a top web
property in all major global markets.
Google`s targeted advertising program,
which is the largest and fastest growing in the industry, provides
businesses of all sizes with measurable results, while enhancing
the overall web experience for users. Google is headquartered in
Silicon Valley with offces throughout North America, Europe, and
Asia.
iProspect
Booth 501
www.iprospect.com
iProspect is the original search engine marketing frm. The company
helps many of the world`s most successful brands maximize their
online marketing ROI through natural
search engine optimization, paid search
advertising management, online display
advertising management, paid inclusion
management, shopping feed management, global search engine
marketing, web analytics/attribution modeling, search-leveraged
public relations, online reputation management, and other related
services. By dramatically increasing business results for clients,
iProspect helps to create search marketing heroes every day. With
offces in Boston, San Francisco, Chicago, and Dallas-Fort Worth,
as well as global search engine marketing offces, iProspect can be
contacted at (800) 522-1152.
Omniture, Inc.
Booth 408
www.omniture.com
Omniture Inc. is a leading provider of online business optimiza-
tion software, enabling customers to manage and enhance online,
offine, and multi-channel business
initiatives. Omniture`s software, which
it hosts and delivers as an on-demand
subscription service and on-premise solution, enables customers to
capture, store, and analyze information generated by their websites
and other sources, so they can gain critical business insights into
the performance and effciency of business processes, including
marketing and sales initiatives. In addition, Omniture offers a range
of professional services that complement its online services, includ-
ing implementation, best practices, consulting, customer support,
and user training through Omniture University. Omniture`s nearly
5,200 customers include eBay, AOL, Wal-Mart, Gannett, Microsoft,
Neiman Marcus, Oracle, Sony, and HP.
Premier Sponsors
Ask.com
www.ask.com
Ask.com is an operating business of IAC. The Ask Network of sites
is the 11th largest Internet property in the world,
with 172 million worldwide unique monthly users,
according to May 2009 comScore data. Ask.com
syndicates its search technology and advertising
solutions to a network of affliate partners.
Bing
Booth 303
www.bing.com
Bing.com is designed to help people overcome search overload
and make faster, more informed decisions when searching online.
No longer satisfed with the status quo
of search, Microsoft designed Bing as
a decision engine to provide people
with intelligent search tools to help them
simplify tasks and make more informed decisions from simple
decisions like choosing the fastest route to get home, to more
complex ones like researching a product purchase or planning a trip.
Bruce Clay, Inc.
Booth 102
www.bruceclay.com
Since 1996, www.bruceclay.com has been one of the leading search
engine optimization web destinations. The site, which offers step-
by-step methodologies, including free
interactive tools on all aspects of search
engine optimization, ranks near the top
of all websites visited. Services include tool subscriptions, train-
ings, site assessments, consulting, and full-service projects. Areas
covered include SEO, PPC, analytics, e-mail, and ad programs.
iContact
Booth 214
www.icontact.com
iContact is the leading e-mail marketing and online communica-
tions platform. More than 50,000 businesses, nonproft organiza-
tions, and associations worldwide use
iContact to easily create, publish, and
track their e-mail newsletters, blogs,
surveys, auto-responders, and RSS
feeds, including market leaders like AT&T, Vonage, International
Paper, and Re/Max. iContact allows for publishing to multiple
online channels through a single web-based interface. Publishers
can post content through e-mail newsletters, RSS, blogs, and the
iContact community. Website visitors can interact with content in an
engaging community, allowing publishers to build relationships and
increase the number of people they communicate with.
Expo Hall Days & Hours
$ For more information on how to nd the following exhibitors,
see the Floor Plan on p. 11.

Tuesday, Aug. 11 10a-6:30p
Wednesday, Aug. 12 10a-4p

R
The Original Search Engine Marketing Firm
Product & Service Guide
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Advertising Networks
Adfare Video Solutions ............................723
adMarketplace, Inc. ................................415
Advertise.com.........................................308
afliate.com ...........................................626
AOL ........................................................209
Ask Sponsored Listings...........................601
Bing........................................................303
Business.com.........................................515
FinditQuick.com......................................823
Findology................................................114
Google....................................................403
Hydra LLC...............................................708
LinkWorth.com.......................................805
LookSmart ..............................................609
Tyloon.com.............................................121
Yahoo! ....................................................201
YieldBuild/HubPages...............................516
Afliate & Performance-Based
Marketing Solutions
7Search..................................................109
AdGooroo, LLC........................................409
afliate.com ...........................................626
comScore, Inc.........................................227
Direct Agents, Inc....................................520
Facebook................................................808
FinditQuick.com......................................823
Findology................................................114
Hydra LLC...............................................708
SearchIgnite ...........................................120
Blog Advertising
LinkWorth.com.......................................805
Online Marketing Institute.......................827
Click Fraud Prevention &
Website Security
Click Forensics, Inc. ................................321
Content Management
Autonomy Optimost ................................427
eDirectory...............................................422
Localeze.................................................717
Pixelsilk..................................................106
Content & News Feed Providers
Brafton CustomNews ................... 215 & 715
ideaLaunch.............................................414
Localeze.................................................717
PRWeb....................................................117
WebmasterRadio.FM...............................703
Display Advertising
AdReady.................................................309
Website Magazine...................................115
Domain Registrars
Moniker ..................................................522
E-Mail Marketing Solutions
Acxiom...................................................622
iContact ..................................................214
Lyris .......................................................615
General Search Engines
7Search..................................................109
Best of the Web ......................................720
Bing........................................................303
blinkx .....................................................817
eZanga.com............................................420
Google....................................................403
iCrossing ................................................614
KeywordMax...........................................527
Yahoo! ....................................................201
Interactive Marketing Agencies
Acronym Media.......................................216
Acxiom...................................................622
Advertise.com.........................................308
afliate.com ...........................................626
iCrossing ................................................614
Idearc Search Marketing.........................320
Performics..............................................809
Rosetta...................................................815
The Search Agency .................................523
TMP Directional Marketing......................722
Interactive Marketing
Associations & Publications
Facebook................................................808
Search Marketing Standard ....................727
SEMPO ...................................................123
WebmasterRadio.FM...............................703
Website Magazine...................................115
Local Search Marketing
Services & Directories
AT&T Interactive .....................................315
Best of the Web ......................................720
eDirectory...............................................422
iSpionage ...............................................820
Localeze.................................................717
LocalSplash.com....................................631
Marchex .................................................621
Network Solutions...................................421
OrangeSoda............................................714
Reply.com...............................................223
Superpages.com.....................................200
Tyloon.com.............................................121
Marketing Optimization
Solutions
Acquisio..................................................816
AdGooroo, LLC........................................409
Advertise.com.........................................308
Autonomy Optimost ................................427
Century Interactive..................................509
ClearSaleing ...........................................822
ClickPath ................................................323
Enquisite Inc. ..........................................811
ideaLaunch.............................................414
magnify360 ............................................231
Market Motive.........................................526
Omniture, Inc. .........................................408
PeoplePond.............................................322
PRWeb....................................................117
SearchIgnite ...........................................120
SpyFu.....................................................726
Tracking.net, Inc. ....................................326
Trellian....................................................814
WebTrends..............................................314
Yield Software.........................................709
Mobile & Rich Media Advertising
Solutions
AT&T Interactive .....................................315
AOL ........................................................209
blinkx .....................................................817
comScore, Inc.........................................227
Tracking.net, Inc. ....................................326
Organic Search Marketing
Acronym Media.......................................216
AdGooroo, LLC........................................409
Bruce Clay, Inc. .......................................102
Digger ....................................................627
Engine Ready..........................................521
Enquisite Inc. ..........................................811
ideaLaunch.............................................414
iProspect ................................................501
Localeze.................................................717
LocalSplash.com....................................631
Market Motive.........................................526
OrangeSoda............................................714
PeoplePond.............................................322
Performics..............................................809
PRWeb....................................................117
Rosetta...................................................815
SEO, Inc..................................................801
Submit Express.......................................514
Trellian....................................................814
Wpromote Inc. ........................................608
Pay-Per Click Networks &
Management Services
7Search..................................................109
Admanage..............................................220
Ask Sponsored Listings...........................601
Bruce Clay, Inc. .......................................102
Business.com.........................................515
ClickEquations........................................721
eZanga.com............................................420
FinditQuick.com......................................823
Findology................................................114
iProspect ................................................501
iSpionage ...............................................820
KeywordMax...........................................527
LookSmart ..............................................609
Marchex .................................................621
Marin Software.......................................620
OrangeSoda............................................714
Reply.com...............................................223
SEO, Inc..................................................801
Superpages.com.....................................200
Wpromote Inc. ........................................608
Yield Software.........................................709
Pay-Per-Call Companies
AT&T Interactive .....................................315
Marchex .................................................621
Search Marketing Agencies
Acronym Media.......................................216
Acxiom...................................................622
Admanage..............................................220
ClearSaleing ...........................................822
Engine Ready..........................................521
eZanga.com............................................420
iCrossing ................................................614
iProspect ................................................501
LinkWorth.com.......................................805
LocalSplash.com....................................631
Performics..............................................809
Rosetta...................................................815
SEO, Inc..................................................801
Submit Express.......................................514
Wpromote Inc. ........................................608
Search Marketing Software
Acquisio..................................................816
Admanage..............................................220
Bruce Clay, Inc. .......................................102
ClearSaleing ...........................................822
ClickEquations........................................721
ClickPath ................................................323
Digger ....................................................627
Engine Ready..........................................521
Enquisite Inc. ..........................................811
iSpionage ...............................................820
KeywordMax...........................................527
Lyris .......................................................615
Marin Software.......................................620
Omniture, Inc. .........................................408
Pixelsilk..................................................106
SearchIgnite ...........................................120
SpyFu.....................................................726
WebTrends..............................................314
Yield Software.........................................709
Shopping Cart & E-Commerce
Solution Providers
eDirectory...............................................422
Pixelsilk..................................................106
Specialized Search Engines
Bing........................................................303
blinkx .....................................................817
Business.com.........................................515
Reply.com...............................................223
Submit Express.......................................514
Superpages.com.....................................200
Tyloon.com.............................................121
Training Courses & Certication
in Search Marketing
Market Motive.........................................526
Web Analytics
ClickEquations........................................721
ClickPath ................................................323
comScore, Inc.........................................227
Google....................................................403
iCrossing ................................................614
Lyris .......................................................615
magnify360 ............................................231
Omniture, Inc. .........................................408
SpyFu.....................................................726
Tracking.net, Inc. ....................................326
WebTrends..............................................314
Website Search & Technologies
SLI Systems............................................221
*Booth #s on right
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Exhibitors
7Search
Booth 109
www.7search.com
7Search.com is a leading pay-per-click search engine network
and has earned a respected status in the web business community
by focusing on the quality, and not just the quantity, of its search
results. 7Search offers companies an economical and measurable
opportunity to obtain new business leads and sales from the highest
quality Internet traffc in the industry across business verticals.
Partnerships with hundreds of niche web properties, search engines,
and portals enable advertisers to connect their campaigns instantly
to millions of targeted users with a better ROI than any other
PPC network. We offer no minimum monthly spend, lower cost
per click, industry-leading fraud detection, responsive customer
support, and innovative advertiser tools and services. Advertisers:
http://7search.com/advertise; partnerships: http://7search.com/part-
ner. iPhone Giveaway at the booth!
Acquisio
Booth 816
www.acquisio.com
Acquisio Search is a PPC management platform designed specif-
cally for agencies who manage pay-per-click accounts for multiple
clients. It allows campaign managers to automate month-end report-
ing with the industry`s most sophisticated white label reporting
engine. The platform also shines when it comes to daily manage-
ment tasks, thanks to the world`s frst and only multi-engine bulk
editor. Think AdWords editor, but for Yahoo Search Marketing and
Microsoft adCenter. We know automation is critical - that`s why
Acquisio is the only platform that allows you to defne sophisticated
and granular business rules to automatically or semi-automatically
manage bids, change status, delete items, or set alerts on anything.
Last but not least, Acquisio optimizes existing campaigns with a
proprietary algorithm that quickly identifes keywords that prevent
optimal campaign performance. With Acquisio, account manag-
ers can now create reports, optimize, and manage all their client
accounts on Google AdWords, Yahoo Search Marketing, and Micro-
soft adCenter from just one login.
Acronym Media
Booth 216
www.acronym.com
Acronym Media, an independent, global search marketing and
keyword-driven marketing agency, is headquartered in New
York`s landmark Empire State Building. Consistently rated as a
top 10 search engine agency by Advertising Age, the frm offers
its clients 13 years of search marketing experience and top-notch
SEM consulting services from multiple locations around the globe.
Acronym`s award-winning keyword-driven marketing framework
places the topmost importance on the language and keywords
customers use and understand, to help global clients build effective
and scalable marketing programs. Guided by real-time, granular
keyword intelligence, Acronym`s experts drive cross-media optimi-
zation and craft enterprise-level, large-scale, multilingual SEO, paid
search, contextual, and other digital keyword marketing programs,
supported by in-depth expertise in web/campaign analytics and user
experience optimization. The agency`s global clients include Four
Seasons, SAP, Siemens, Nokia, Priceline.com, the Wharton School
of the University of Pennsylvania, Sirius, and WebMD. To learn
more about Acronym`s search and keyword marketing excellence,
or to request more information, please call (877) SEM ACRO,
e-mail us at info@acronym.com, or visit www.acronym.com.
Acxiom Corporation
Booth 622
www.acxiom.com
As the global leader in interactive marketing services, the world`s
leading companies rely on Acxiom to connect clients with their
customers through deep consumer insight, powering effective and
proftable marketing initiatives. Recognized as a top digital market-
ing services agency and leading innovator of marketing technolo-
gies, we enable clients to send, optimize, and analyze communica-
tions across multiple media channels, including e-mail, website,
display advertisement, mobile, social media, and direct mail. Our
consultative approach spans numerous industries and incorporates
decades of experience in analytics, consumer data and insights,
information technology, and data integration. Today, our clients
are empowered to engage their customers and prospects in truly
integrated marketing programs. For more information on our high
performance marketing and advertising solutions, visit acxiom.com/
digital, or contact our sales department at digitalsales@acxiom.com.
Adfare Video Solutions
Booth 723
www.adfare.com
Adfare has been creating low-cost, high-quality online video ads
for almost eight years. A pioneer in online video advertising, we
now offer a comprehensive package of video ad options, including
full-service video ad production (we create videos ads and video
banners using our stock library content or an advertiser`s content;
we add music and voiceover, and include hosting for 12 months;
delivery within 48 hours), DIY video ads (a publisher, their sales
team, and/or advertiser can use our video ad builder to quickly
create video ads and publish within minutes), and on-site location
shooting and production (edited video usually completed within
a week). XML, Javascript, tracking, automatic order feeds, and
complete stats accompany every video we produce. Contact us
today to get started.
AdGooroo, LLC
Booth 409
www.adgooroo.com
Monitor competitors, expand keywords, and protect trademarks
with AdGooroo. AdGooroo is the leading provider of search engine
intelligence. Its proprietary technology tracks search activity across
any industry vertical, empowering sophisticated agencies and
advertisers with actionable data related to competitors` keywords,
ad copy, and natural and paid search all via online reports
and daily e-mail alerts. With SEM Insight and Natural Rankings,
AdGooroo clients can monitor, analyze, and truly understand search
activity across search campaigns and the competitive landscape.
AdGooroo`s Trademark Monitoring enables advertisers to identify
infringing advertisers from a bid and ad copy perspective, and
automatically generate infringement claims. AdGooroo provides
the insight and information needed to generate the highest possible
return on your search marketing investment.
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2009 Soogle |nc. All rlghls reserved. You1ube and lhe You1ube logo are lrademarks of Soogle |nc.
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AdManage
Booth 220
www.admanage.com
Admanage.com is the innovative ad network that boosts perfor-
mance by bringing the most relevant PPC search and CPC contex-
tual banner listings for publishers. Using the AdManage proprietary
White Label System, publishers can start a search engine business
that boosts revenues through distribution of the publisher`s own or
AdManage meta XML search feeds. The AdManage ad network,
with its performance enhance search technology platform, is help-
ing publishers and affliates instantly achieve residual income by
providing ads that complement the publisher`s existing content or
niche and cater to consumer`s desires.
adMarketplace
Booth 415
www.admarketplace.com
adMarketplace.com drives results to online marketers and publish-
ers through our data-driven pay-per-click platform. Since 2003,
adMarketplace has delivered performance-optimized traffc to over
100,000 advertisers, achieving return on ad spend metrics compa-
rable to search engine marketing. adMarketplace is headquartered
in Manhattan and maximizes yield for more than 250,000 web
properties.
AdReady
Booth 309
www.adready.com
Seattle-based AdReady is an advertising technology company that
makes online banner ads as easy, effective, and scalable as search
ads. AdReady`s platform greatly reduces the cost and complexity
previously associated with display advertising. Now even small
and medium-sized businesses can use banner ads together with
search ads to maximize return on advertising spend. AdReady helps
advertisers create, manage, and optimize display campaigns. The
platform provides rapid reporting to prove ROI, a library of over
800 tested ad templates, and a network that reaches over 90 percent
of Internet users. AdReady has helped more than 2,000 advertisers
and publishers, including Alaska Airlines, RealNetworks, Google,
Yahoo, MSNBC, and ESPN. Every month, AdReady advertisers
generate over 3 million clicks, place over 10,000 ads, and receive
more than 1 billion impressions - with nearly 20 billion impres-
sions to date. To learn more about AdReady`s solutions for advertis-
ers, agencies, and publishers, go to www.adready.com.
Advertise.com
Booth 308
www.advertise.com
Advertise.com (formerly ABCSearch) is the world`s largest
privately held meta search engine, conducting over 100 million
daily searches through our network of specialized engines and
metacrawlers. With the high cost of advertising on Google and
Yahoo, we offer a more affordable alternative, with a minimum bid
price set at $0.10 per click. Our geo-targeting capability and opti-
mization tools enable us to drive quality traffc to help achieve your
company`s online marketing goals. We have ABC Neighborhood,
where advertisers can geo-target anywhere in the world, down to
city and state, and ClickShield, which deters click fraud, giving our
advertisers more for their money and more quality clicks.
Afliate.com
Booth 626
www.mediabreakaway.com
affliate.com (a division of Media Breakaway, LLC) represents the
next generation in affliate networks. Since our founding, we have
been focused on generating the best leads and sales results possible
for our advertisers and affliates.
AOL
Booth 209
www.aol.com
AOL Advertising`s SEM solutions are backed by the most advanced
bid and feed management technologies available. We tailor
campaign setup, design, and execution strategy to the particular
needs of each client, and apply our industry-leading bid-optimiza-
tion algorithms to ensure maximum ROAS (return on ad spend).
Every campaign is managed by a team, where each person brings
a specialized discipline of SEM: creative management, campaign
setup and design, budget optimization analysis, and campaign
strategy. Offerings include paid placement, paid inclusion, shopping
engine feeds, and post-search behavioral retargeting.
Ask Sponsored Listings
Booth 601
www.sponsoredlistingsask.com
Ask Sponsored Listings (ASL) is the automated open-auction
system that allows SEM specialists, advertisers, and agencies
to expand their search marketing programs. With a distribution
network of over 90 online properties and services, including search
sites, meta search sites, portals and lifestyle, technology, and travel
and business sites, advertisers can reach a more relevant audience.
ASL helps businesses reach more customers. From local businesses
to companies with nationwide locations, ASL search marketing
campaigns deliver the right results.
AT&T Interactive
Booth 315
www.attinteractive.com
AT&T Interactive, a wholly owned subsidiary of AT&T, enables
advertisers to generate leads by reaching consumers across multiple
forms of media. The company develops and manages advertising
solutions across the fagship web property www.YELLOWPAGES.
com, AT&T U-verse, and AT&T`s online and mobile local search.
Autonomy Optimost
Booth 427
www.optimost.com
Autonomy Optimost is the leader in optimization applications
for interactive marketing. Building on Autonomy`s advanced
meaning-based computing platform, Autonomy Optimost offers an
innovative suite of website optimization applications on a common
platform. With over eight years of experience, Autonomy Optimost
has worked with hundreds of interactive marketing customers on
thousands of optimization projects to maximize conversion rates
and increase customer engagement. Organizations from all over
the world, including top brands, use Autonomy Optimost, which
uniquely blends multivariable experimentation with adaptive target-
ing, powered by Autonomy`s automated clustering and advanced
analytics, to drive online business performance.
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ORGANIC PAYS.
Enquisite
Optimizer
Technology Platform Search Marketers Cant Live Without
No, not an oxymoron. Even though organic drives over 90% of
search trafc, paid gets nearly all the attention and budget. Now its
time to make SEO look, feel, and perform like PPC. Show the direct
connection between your SEO eforts and the results they generate.
The Enquisite Performance Suite gets you there. Search marketing
professionals can manage, track, measure and accelerate the per-
formance and ROI of their organic and PPC campaigns.
Cut through the clutter and be intelligent about your search invest-
ments. Know where to focus for the biggest return in the shortest
amount of time. And have the scorecard to back you up to make SEO
truly performance-based.
VISIT US
AT BOOTH
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INCLUDES
Enquisite Campaign
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AWARD WINNING SEARCH ANALYTICS
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Making Sense of Search
649 Mission Street, 5th Floor, San Francisco, CA 94105
phone 415.655.4970
www.enquisite.com
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Best of the Web
Booth 720
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 traffc and ensures that crawler-based search engines
will fnd your site. A listing in a relevant category can help improve
your website rankings in organic search engine results. BOTW
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 percent recurring commissions). BOTW is
also pleased to introduce its newest offerings: the BOTW blog
directory, enterprise software directory, and the BOTW senior hous-
ing directory.
blinkx
Booth 817
www.blinkx.com
blinkx plc (LSE AIM: BLNX) is the world`s most comprehensive
video search engine. Today, blinkx has indexed more than 35
million hours of audio, video, viral, and TV content, and made it
fully searchable and available on demand. blinkx`s founders set out
to solve a signifcant challenge: As TV and user-generated content
on the web explode, keyword-based search technologies only
scratch the surface. blinkx`s patented search technologies listen to
- and even see - the web, helping users enjoy a breadth and accu-
racy of search results not available elsewhere. In addition, blinkx
powers the video search for many of the world`s most frequented
sites. blinkx is based in San Francisco and London.
Brafton CustomNews
Booths 215 & 715
www.brafton.com
Brafton CustomNews is the news agency specializing in provid-
ing 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 benefts? Keep your
website fresh and updated with breaking news; increase organic
listings with search engine-optimized articles; inspire confdence
and portray your brand as a leading sector voice; drive revenue by
directing traffc to revenue pages from articles; and increase dwell
time and repeat visits with archived and related articles.
Business.com
Booth 515
www.business.com
Business.com is the leading online resource for business purchas-
ing decisions, serving more than 40 million business users and
thousands of advertisers every month. Business.com helps business
decision makers quickly fnd what they need to make informed
purchasing decisions, and enables B2B marketers to reach this valu-
able business audience. Business.com also features the Internet`s
largest collection of business content with more than 30,000 expert
business guides. Business.com was recently named to BtoB`s 2008
'media power 50 in the general business category.
Century Interactive
Booth 509
www.centuryinteractive.com
Century Interactive takes the guesswork out of marketing and links
website sessions to phone calls. Understand which keyword terms
and referring sites led someone to visit a site and convert to a phone
call or chat. Create goal pages that track the resulting action of a
visitor, including calls, and gain insight into the site`s performance.
We are actively forming partnerships with SEMs that realize the
value of incorporating our tool into their business.
ClearSaleing
Booth 822
www.clearsaleing.com
Founded in 2006, ClearSaleing, Inc. provides advertising portfolio
management technology that helps marketers identify ways to more
effectively and proftably allocate ad spend across a complex mix
of online advertising investments. ClearSaleing`s platform enables
true attribution management through our patent-pending Purchase
Path technology. Purchase Path accurately attributes proft and ROI
across the multiple marketing touch points that contribute to and
infuence a sale. In addition, ClearSaleing is a thought leader in the
growing scientifc feld of attribution management and founder of
the Attribution Management Forum, the profession`s e-community
for interactive marketers. ClearSaleing`s ability to give marketers
insight into their online ad investments is attracting major brand
customers, such as American Greetings and Nationwide Insurance.
ClickEquations
Booth 721
www.clickequations.com
ClickEquations is a paid search platform designed specifcally
to help large advertisers and agencies manage campaigns more
effectively and effciently. Our web interface lets you quickly and
easily control all of your campaigns, accounts, and clients, with full
bid management, campaign editing, and reporting features. Click-
Equations Analyst, a unique Excel plug-in that`s included free for
every client, gives you unlimited customization of sharable reports
and dashboards - and unprecedented analytics power. We have
transparent, no-hassle pricing with no setup fee and free support. To
learn more, read our paid search blog and follow us on Twitter.
Click Forensics, Inc.
Booth 321
www.clickforensics.com
Click Forensics is the industry leader in scoring, auditing, and
improving traffc quality for the online advertising community.
By optimizing every step in the online advertising process, Click
Forensics maximizes ROI for advertisers, publishers, and ad
networks. For over fve years, the online advertising industry has
relied on Click Forensics as the independent authority on traffc
quality and click fraud. Click Forensics provides a free report-
ing and monitoring service via the Click Fraud Network and was
instrumental in the formation of the Click Quality Council in 2006.
The team leverages its expertise to score the relative merits of
Internet traffc and provide robust traffc quality management solu-
tions, which are relevant for advertisers seeking to reduce costs and
improve conversion rates; ad networks seeking to attract and retain
advertisers and improve overall eCPM; and publishers seeking to
attract quality advertisers and increase earnings per click.
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Clickpath
Booth 323
www.clickpath.com
Founded in 2003, ClickPath bridges the offine gap between online
advertising and offine conversions, tracking phone calls back to the
exact keyword(s) that generated them. ClickPath offers a complete
online to offine conversion ad tracking solution, including the
Dynamic Number Insertion platform, call measurement and moni-
toring infrastructure, and a web analytics interface.
comScore, Inc.
Booth 227
www.comscore.com
comScore, Inc. (NASDAQ: SCOR) is a global leader in measur-
ing the digital world and preferred source of digital marketing
intelligence. In an independent survey of 800 of the most infu-
ential publishers, advertising agencies and advertisers conducted
by William Blair & Company in January 2009, comScore was
rated the most preferred online audience measurement service
by 50 percent of respondents, a full 25 points ahead of its nearest
competitor. comScore`s capabilities are based on a massive, global
cross-section of approximately 2 million Internet users who have
given comScore permission to confdentially capture their browsing
and transaction behaviors, including online and offine purchasing.
Using its proprietary technology, comScore measures what matters
across a broad spectrum of digital behavior and attitudes, helping
clients design more powerful marketing strategies that deliver supe-
rior ROI. With its recent acquisition of M:Metrics, comScore is also
a leading source of data on mobile usage.
Digger, Inc.
Booth 627
www.digger.com
Digger makes your web pages more fndable, both to outside search
engines and to other pages within your site. Digger`s technology
reads the content of a web page and automatically generates seman-
tic tags. These tags go beyond simple keywords to refect concepts
and context. Digger`s keyword generation system then analyzes
the content of your page relative to the myriad of pages on the web
to recommend valuable, relevant keywords, and phrases that will
make a dramatic improvement to search engine ranking. Even pages
that have already been manually optimized beneft from the depth
of coverage of Digger`s keyword generation solution.
Direct Agents, Inc.
Booth 520
www.directagents.com
Direct Agents Interactive Advertising is an award-winning digital
marketing agency that specializes in search marketing, media
buying, performance marketing, and lead generation. We achieve
success for our clients through customized media campaigns that
combine dedicated account teams with new media and technology.
DA Search, the search marketing division of Direct Agents, offers
clients fully customized and performance-based search engine
optimization and paid search services. Our holistic approach means
we also focus on improving landing page conversions and analyz-
ing user paths and the competitive landscape to offer our clients a
distinct advantage. Our DAS technology platform uses self-learning
and predictive modeling algorithms to fully automate bid manage-
ment and achieve maximum ROI for even the largest campaigns.
Clients include DIRECTV, Costco, Shoes.com, Progressive,
TheLadders, and The University of Phoenix.
eDirectory
Booth 422
www.edirectory.com
eDirectory software powers thousands of online buyer guides,
yellow pages, and local search sites in more than 40 countries.
Created to allow rapid deployment of highly customized, SEO-
friendly directory sites, eDirectory helps customers avoid costly
custom development and generate advertising revenue faster than
ever before. After setup, the platform is completely automated,
allowing advertisers to provision and pay for their listings, stream
videos, and display photos, coupons, and ratings. Users can search,
bookmark, and share their favorite business listings, classifeds,
events, and more. The eDirectory platform comes with full source
code, and can be customized and integrated into existing websites.
Engine Ready
Booth 521
www.engineready.com
For over 10 years, Engine Ready has helped organizations achieve
unparalleled online success by providing conversion-boosting
landing page optimization, paid search, SEO, training, and online
marketing software. Managing paid search accounts in excess of
17 million keywords, and over $9.1 million in annual media spend,
Engine Ready was the frst organization to combine the power
of website analytics with search marketing. To contact us, e-mail
sales@engineready.com, or call (888) 283-0882.
Enquisite Inc.
Booth 811
www.enquisite.com
Enquisite, Inc. is a leading provider of search marketing measure-
ment and optimization software and solutions. The Enquisite plat-
form and suite of applications enable interactive agencies and digi-
tal marketers to manage, measure, report, audit, and fully monetize
their search marketing activities, from PPC to SEO campaigns. The
product family includes: Enquisite Campaign, an SEO campaign
management and organic monetization solution; Enquisite Opti-
mizer, an award-winning PPC analytics solution; and Enquisite
Auditor, an advanced click auditing service. To date, Enquisite has
captured over 270 million search referrals and over 2.9 billion page
views from over 1,200 unique sites using the platform. Enquisite is
privately held and based in San Francisco.
peep|e whe have the ceurage te |ead their erganizatiens

threugh the teugh changes breught en by emerging
techne|egies - and reIuse te succumb te the Iear eI |esing
centre| te their custemers, partners, and emp|eyees.
CHARLENE LI, ALTIMETER GROUP
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eZanga.com
Booth 420
www.ezanga.com
eZanga.com is a search engine that specializes in online advertising
and services. eZanga users have quick, convenient, and accurate
web search experiences with feature-rich results. Advertiser benefts
include personalized account management, expansive tool sets,
and advanced fraud prevention. Traffc Advisors, our unique and
progressive fraud fltration system, prevents fraudulent clicks in
real time to ensure clean and qualifed traffc. Our recently launched
social network, HopOnThis.com, allows members to stay connected
and rewarded with our integrated rewards program. Members qual-
ify to win cash, prizes, and monthly raffes just for staying active on
the site. With eZanga.com, you just hop on and go!
Facebook
Booth 808
www.facebook.com
Facebook gives people the power to share and make the world
more open and connected. Advertising on Facebook focuses on
demand generation by enabling marketers to be part of the ongoing
conversation and deliver relevant ad messages based on people`s
real interests and connections. Online marketers can reach a desir-
able, active audience of more than 250 million people on Facebook
and precisely target their ads. Because people are on Facebook to
discover and share information through the lens of their friends, it is
an ideal setting for performance advertisers to generate new demand
for their products and services.
FinditQuick.com, Inc.
Booth 823
www.finditquick.com
Launched in March 2000 as one of the frst pay-per-click search
engine platforms, FinditQuick allows advertisers to list their sites,
bid on keywords, and receive targeted search traffc from hundreds
of high-quality content sites, directories, and search engines.
FinditQuick features an industry-leading user interface, cost
effective CPCs across all major categories, no minimum monthly
spend requirements, and free account management services. Aside
from PPC advertising, FinditQuick offers affliate marketing,
e-commerce, website design and hosting, print advertising, and more
to assist site owners in developing their web-based companies.
Findology
Booth 114
www.findology.com
Findology Interactive Media, Inc. is a leading provider of Internet
advertising solutions. Findology`s innovative search technology,
personalized customer service, advanced fraud protection, and
network of premium publishers (generating billions of monthly
impressions) enable its clients to maximize and diversify their
online advertising strategies.
Hydra LLC
Booth 708
www.hydranetwork.com
The largest 100 percent performance-based online advertising
network, Hydra Network helps advertisers achieve mass reach on
a cost per action (CPA) basis, with no add-on fees of any kind, via
web banner, e-mail, search, contextual, and other online channels.
Hydra also offers affliates the largest selection of campaigns and
exclusives.
iCrossing
Booth 614
www.icrossing.com
iCrossing is a global digital marketing company that combines
talent and technology to help world-class brands fnd and connect
with their customers. The company blends best-in-class digital
marketing services including paid and natural search market-
ing, web development, social media, research, and analytics - to
create integrated digital marketing programs that engage consumers
and drive ROI. iCrossing`s client base includes such recognized
brands as Epson America, Toyota, Travelocity, and 40 Fortune 500
companies, including The Coca-Cola Company and Offce Depot.
Headquartered in Scottsdale, Ariz., the company has 580 employees
in 12 offces in the U.S. and Europe.
ideaLaunch
Booth 414
www.idealaunch.com
Valuable, relevant content is what your company needs to attract
and retain customers. ideaLaunch offers a suite of content market-
ing 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
traffc, conversions, and profts - and keep improving them. Join
the new marketing revolutionaries who deploy our content market-
ing solutions to improve mind share, market share, and proft share.
Idearc Search Marketing
Booth 320
www.idearcsearch.com
Idearc Search Marketing offers a full portfolio of professional
services using proprietary technology and expertise to design,
deploy, and optimize search marketing campaigns. Services include
PPC campaign design and management, search engine optimization
(SEO) reviews and recommendations, search engine paid inclusion,
price comparison, shopping engine feed optimization and manage-
ment, and full-stream PPC analytics and reporting.
iSpionage.com
Booth 820
www.ispionage.com
iSpionage is an on-demand search marketing intelligence tool
that gives online advertisers an immediate competitive edge on
PPC advertising. iSpionage`s powerful web-based suite covers
every aspect of search marketing and helps advertisers to: get
the most current data on their competitors` top keywords and ad
copies across all Google, Yahoo, and MSN through either domain
or keyword search; generate the most relevant keywords for their
niche, sorted by search volume using its proprietary keyword gener-
ation tool; and rapidly build and launch of PPC campaigns across
all three search engines. What used to be done in days can now be
done in minutes. All search marketers will appreciate the single
platform to perform competitive intelligence, conduct keyword
research, and build PPC campaigns.
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facebcck Ads
Ind your customers
beore they search
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KeywordMax
Booth 527
www.keywordmax.com
KeywordMax offers advertisers, agencies, and local search publish-
ers the most comprehensive tools and services to ft their evolving
PPC marketing needs. Our user-friendly interface provides simpli-
fed data integration with a fexible API suite and powerful keyword
generation functionality. KeywordMax allows clients to manage
their PPC keyword initiatives and ROI from all major search
engines, while supplying advanced real-time analytics and fraud
detection. Our solution offers the ability to manage international
accounts in your native language, currency, or time zone. Keyword-
Max is a private-labeled solution that can be offered directly to your
clients and reliably delivers end-to-end PPC campaign management.
LinkWorth
Booth 805
www.linkworth.com
LinkWorth is an online advertising portal providing a unique mone-
tization 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.
Localeze
Booth 717
www.localeze.com
Localeze lets merchants, marketers, and local directories cash in on
the exploding local search market. Our repository brings together
16 million verifed, validated business listings from Yellow Pages
directories, telco data, authorized brand dealer lists, and websites.
Unlike other repositories, our listings provide rich details, much
of which comes directly from merchants, including brands carried,
services provided, hours of operation, certifcations, and more. For
more information on Localeze, please contact Brian Wool at (312)
924-3015 or brianwool@amacai.com.
LocalSplash.com
Booth 631
www.localsplash.com
Local Splash products provide the best solution for getting local
businesses found on the frst page of Google, Yahoo, and MSN Bing
search results. Local Splash services combine search optimization,
sponsored advertisements (Google Adwords), and social networks
to highlight business listings online. Whether or not a business has
a website, Relevant Ads has a superior solution to help businesses
stand out from the crowd and be found online. LocalSplash.com is
the primary enterprise-wide brand of Relevant Ads, Inc. Through its
wholesale and reseller programs, Relevant Ads partners with sales,
online marketing, and data management businesses nationwide. For
more information, contact Michael Orefce at (877) 635-6225, ext.
324, or e-mail morefce@localsplash.com.
LookSmart
Booth 609
www.looksmart.com
LookSmart LOOK is a premier search advertising network and
management solutions company. A trusted provider of quality
search advertising products and services to text advertisers,
LookSmart offers targeted pay-per-click search and contextual
advertising via its proven search advertising network. For publish-
ers seeking to create their own branded vertical advertising
networks, LookSmart also licenses and manages search ad networks
using its award-winning AdCenter platform. Dedicated to the
quality of text advertising, LookSmart is one of the fve founding
members of the IAB click measurement panel. For more informa-
tion, visit www.LookSmart.com or call (415) 348-7500.
Lyris
Booth 615
www.lyris.com
Lyris, Inc. is the online marketing expert delivering the right mix of
software technology and industry knowledge to help its customers
simplify their marketing efforts and optimize campaign ROI. Lyris
provides marketers a suite of best-of-breed applications for manag-
ing e-mail and mobile marketing campaigns, publishing and manag-
ing website content, creating landing pages, optimizing websites,
and managing pay-per click-campaigns.
magnify360
Booth 231
www.magnify360.com
magnify360 is bringing the reality of one-to-one personalization
to the online user experience. Based in Los Angeles, magnify360
provides a software-as-a-service (Saas) platform that enables
websites to adapt in real-time to the behaviors of individual visitors.
Marketers in lead generation, e-commerce, and paid search rely on
magnify360 to improve visitor engagement and conversion rates
and reduce customer acquisition costs. For more information, please
visit www.magnify360.com or call (866) 861-8878.
Marchex
Booth 621
www.marchex.com
Marchex is a leading local search and advertising company.
Marchex`s innovative advertising platform delivers search- and
call-based marketing products and services for local and national
advertisers. Marchex`s local search network, one of the largest
online, helps consumers make better, more informed local deci-
sions through its content-rich websites that reach tens of millions of
unique visitors each month.
Marin Software
Booth 620
www.marinsoftware.com
Founded in April 2006 by experienced search marketers and soft-
ware experts, Marin Software provides an end-to-end, enterprise-
class paid search management application for advertisers and agen-
cies. Marin Software`s 'no black box methodology offers serious
search marketers unprecedented control and transparency over their
SEM programs. Marin Search Marketer addresses the workfow,
analysis, and optimization needs of advertisers and agencies, saving
time and improving fnancial performance for large-scale SEM
campaigns. Marin offers no-term commitment and no up-front
fees and is designed for those who are spending at least $100,000
monthly on paid search. Customers include Razorfsh, ZipRealty,
and Trouv Media. Marin is backed by Benchmark Capital and
Amicus Capital.
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Market Motive
Booth 526
www.marketmotive.com
What does it take to be certifed in search marketing? Visit Market
Motive to fnd out. See our online video training library and meet
our top-rated faculty to get a glimpse into the testing and endorse-
ment system that is world-recognized and endorsed by the biggest
names in search. Market Motive provides online certifcation
courses in SEO, web analytics, PPC, social media, conversion
optimization, online PR, e-mail marketing, and more. All courses
are online, and all students have weekly phone conferences with the
faculty. And the faculty is the best part - it`s a 'who`s who of the
Internet marketing world according to Website Magazine and the
best in the business according to Internet Marketing Pilgrim.
Moniker
Booth 522
www.moniker.com
Moniker, along with SnapNames.com, is part of Oversee.net`s
aftermarket and registrar division, which offers businesses and indi-
vidual investors an array of services for domain name registration,
acquisition, management, appraisal, brokerage, and sales. Moniker,
one of the domain name industry`s most respected registrars, intro-
duced the live domain name auction concept and conducts auctions
around the world each year. SnapNames operates the largest auction
of expired and deleting domain names, and gives its customers
exclusive frst access to the world`s most valuable names every day.
Network Solutions, LLC
Booth 421
www.networksolutions.com
Your search engine-friendly, one-stop, e-commerce solution. More
than 5,000 businesses have discovered why Network Solutions is
the best way to build, manage, and maintain an online storefront.
Since 1998, companies of all sizes from private stores selling
crafts or coffee, to nationally-recognized names like John Deere,
Winn-Dixie, and NASA have chosen Network Solutions to
power their e-commerce success. Our intuitive, web-based admin-
istration panel gives store owners the power to control every aspect
of their online business, including storefront layout and design,
inventory management and pricing, discounts and coupons, order
processing and shipping, promotions and SEO, customer service
and CRM, customer newsletters, customer traffc and behavior
analytics, and advanced SSL security. Every Network Solutions
storefront comes with award-winning shopping cart software, built-
in search engine optimization, premium hosting and e-mail, free
website templates and graphics, 24x7 tech support, and automatic
inclusion in the shopping directory MonsterMarketplace.
Online Marketing Institute
Booth 827
http://institute.onlinemarketingconnect.com
The Online Marketing Connect Institute (OMCI) is an education-
focused, career development organization offering marketers
accreditation in the various felds of online marketing. OMCI`s
curriculum of case studies, best practices, peer validation, and
trends analysis is delivered to students via workshops, webinars,
seminars, and online learning channels. OMCI`s education program
has been built in conjunction with leading universities, research
frms, and associations to give marketers market-tested practical
knowledge that can immediately beneft their careers. OMCI`s
courses are available to the general public. OMCI is the educational
sister entity of the Online Marketing Summit (OMS). Learn more
about our certifcation programs at our website.
OrangeSoda
Booth 714
www.orangesoda.com
OrangeSoda is online marketing with a twist! Focusing primarily on
the small and medium-sized businesses, we pride ourselves on the
customized service every one of our clients receives. We provide
them with the most advanced campaign management technol-
ogy, tracking, reporting, and optimization systems available. After
spending more than a decade studying user search behavior, our
understanding of how Internet searchers think and act is unparal-
leled. Let us help you rise to the top with the fzziest SEO, PPC, and
online directory listings around.
PeoplePond
Booth 322
www.peoplepond.com
PeoplePond provides much more than a professional-looking
personal profle page - and more than a single web page that
appears when people search for you. Your upgraded profle empow-
ers your best online content to rank higher in the top search engines
when your best prospects are searching for what you offer. Reveal
your entire online identity and promote the best of it above the rest.
PeoplePond also enables widening the reach of your entire online
identity with free blog platform plug-ins, modules, and the ADAM
API provided with your profle page. PeoplePond makes it easy for
everyone to discover your entire online identity.
Performics
Booth 809
www.performics.com
At Performics, we create opportunities and drive success for more
than 200 of the world`s top brands. Our innovative approach to paid
and natural search, user experience, emerging media, and digital
strategy fully integrates all aspects of performance marketing
program management from analytics and conversion optimiza-
tion to tracking, reporting, and technology. Our commitment is to
deliver more qualifed consumers and a better ROI. Performics
works diligently on behalf of our clients to boost the effectiveness
of their digital marketing efforts. Headquartered in Chicago with
offces around the world, Performics is the performance marketing
expert inside Publicis Groupe`s Vivaki Nerve Center.
Pixelsilk
Booth 106
www.pixelsilk.com
Pixelsilk is a web-based content management system (CMS) built
from the ground up with search engine optimization (SEO) best
practices at its core. Viewed and endorsed by some of the best in the
SEO industry, Pixelsilk is changing the CMS paradigm. The CMS
features include full HTML control, real-time SEO advice while
editing, and an open architecture for popular plug-ins. Pixelsilk
makes it simple to implement a branded design, e-commerce cart,
or search strategy - while still being easy for those editing content.
Finally, a CMS has arrived that includes the fexibility SEOs need
and the ease of use customers expect.
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Weve reinvented ourselves to better serve the needs of unique small businesses everywhere.
Stop by SES Booth 421 to get acquainted with the new network solutions
, including our
suite of marketing services, nsMarketing, and discover what we can do for your business.
Say hello to the new
network solutions.
888.642.0299
networksolutions.com
HELLO!
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PRWeb
Booth 117
www.prweb.com
PRWeb is recognized as a leading online news and press release
distribution service worldwide. Since 1997, PRWeb has been chang-
ing the way businesses, marketing departments, and public relations
frms think about press releases. PRWeb was the frst company to
develop a distribution strategy around direct-to-consumer commu-
nication and to build and offer a search engine-optimized platform
for press release distribution. PRWeb, located in Ferndale, Wash.,
is a wholly owned subsidiary of Vocus, Inc., a leading provider of
on-demand public relations management software.
Reply.com
Booth 223
www.reply.com
Reply.com is the leading online marketing platform for the acquisi-
tion of locally-targeted and category-specifc consumers on a
cost-per-click or cost-per-lead basis. By eliminating the need for
complex and expensive online marketing infrastructures and large
teams of experts, Reply.com makes Internet marketing available to
businesses of all sizes. Reply! provides a highly proftable alterna-
tive to online marketing solutions offered by major search engines
and ad networks.
Rosetta
Booth 815
www.rosetta.com
Rosetta is one of the nation`s preeminent online marketers, fusing
leading-edge technology with break-through interactive advertis-
ing and creative design. Rosetta and its search and media practice
were recently ranked by Advertising Age Magazine as the largest
privately held interactive agency in the country and top 20 among
search engine marketing companies. Rosetta`s search and media
team consists of passionate, innovative online marketing profes-
sionals offering leading-edge, but proven interactive marketing
strategies and services across search engine optimization, paid
search management, online media planning, social media, and
mobile marketing. Representative clients include OffceMax,
Nationwide, Helzberg Diamonds, Harry & David, Pirelli, BOTOX,
Citizens Bank, KraftMaid, Marriott, Hill-Rom, Kleenex, ExactTar-
get, Tractor Supply Company, Perry Ellis, and Jos. A. Bank.
Search Marketing Standard
Booth 727
www.searchmarketingstandard.com
Search Marketing Standard is the frst and only print magazine that
search marketers can call their own. The ever-growing demand
for search marketing services and information has led to a need
for a specialized publication dedicated to making this knowledge
easily accessible. Search Marketing Standard covers pay-per-click
advertising, search engine optimization, web analytics, click fraud,
local and contextual search, and other search-related topics. Each
quarterly issue features articles and advice from leading experts in
the feld, interviews with the who`s who of the industry, reviews
of the most popular tools and services, latest news and trends,
and much more. Whether you are a professional search marketer
constantly on a quest to improve your knowledge and expertise,
or a business owner trying to take advantage of the great potential
search advertising has to offer, you will fnd the information you
need in our magazine.
SearchIgnite
Booth 120
www.searchignite.com
SearchIgnite is a powerful search management and auction-based
optimization technology that simplifes large cross-engine search
campaigns, providing marketers and advertising agencies with a
central platform for managing, optimizing, and tracking complex
keyword portfolios in real time. Marketers who use SearchIgnite
have full transparency and control over their campaigns with
fexible bid management capabilities, including manual bidding,
rules-based bidding, and portfolio optimization. Through the use of
advanced predictive modeling, SearchIgnite`s Portfolio Optimiza-
tion Technology (SPOT) is able to continually update and adjust
keyword campaigns, minimizing manual work while maximizing
a campaign`s ROI. Leading marketers and agencies depend on
SearchIgnite to simplify and maximize the performance of their
paid search campaigns.
SEMPO
Booth 123
www.sempo.org
The Search Engine Marketing Professional Organization (SEMPO)
is a nonproft association with more than 860 members, represent-
ing thousands globally. SEMPO works to increase awareness and
promote search engine marketing worldwide. Member benefts
include research, SEMPO Institute and event discounts, job board,
networking opportunities, research, webinars, membership commit-
tees, regional groups, and more. The SEMPO Institute is the top
resource for the serious marketing professional who wants a higher
standard of education. This online training curriculum is exten-
sive and comprehensive, and the lessons and tests are designed to
take you from beginner to serious SEM professional. Visit www.
sempoinstitute.com or contact institute@sempo.org.
SEO, Inc.
Booth 801
www.seoinc.com
Search Engine Optimization Inc. is a professional search engine
optimization frm, specializing in achieving high rankings for
their clients on the Internet`s major search engines. For more than
a decade, SEO Inc.`s certifed search engineers, with a combined
expertise of over 40 years, have led the industry in develop-
ing highly effective, proprietary optimization and marketing
my zee Ceeg|e ance 1-shirt.

JILL WHALEN, HIGH RANKINGS
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methodologies that have placed more than 300 leading corporations
in the top rankings of the world`s leading search engines. Search
Engine Optimization Inc. is the frst and only search engine market-
ing frm to become a member of the World Wide Web Consortium
(W3C).
SLI Systems
Booth 221
www.sli-systems.com
SLI Systems provides site search, site navigation, and user-gener-
ated SEO services for online retail and content-rich websites. These
solutions are built with patented Learning Search technology - an
intelligent search system that continually learns from customer
behavior to increase sales and conversions. Learning Search is
designed to enhance the user experience, while delivering valu-
able insights on visitor activity, and provides e-commerce sites
with advanced merchandising capabilities and intuitive navigation.
SLI`s Site Champion service automatically creates optimized pages
to increase search engine visibility and site traffc. Customers like
FTD, Etronics.com, Tupperware, ULTA, and hundreds more beneft
every day from SLI Systems` search technology.
SpyFu
Booth 726
www.spyfu.com
SpyFu reveals which keywords your competitors are buying and
which ones they optimize their site for. Once you gain access to
their best-performing secrets, you decide how big you want your
advantage to be. We are obsessed with delivering the most powerful
online advertising espionage. Designed to catapult advertisers to
the top and to keep them there, the features on SpyFu expose new
opportunities and support your next move. Search by domain, and
see what keywords draw visitors. Search by keyword, and see costs,
number of advertisers, and closely-related terms others bought as
well. Or, just delve deeper and capitalize on the information we`ve
collected. From top 100 ad buyers to the biggest CPC terms, SpyFu
reveals information too powerful to pass up.
Submit Express
Booth 514
www.submitexpress.com
Since its inception in 1998, Submit Express has been dedicated
to helping businesses achieve higher rankings in the major search
engines and directories through consultation, keyword research,
content writing, optimization, link building, article writing, social
media optimization (SMO), and submissions. Our staff members are
highly experienced in website development, copywriting, project
management, Internet marketing, and search engine placement strat-
egies. To date, Submit Express has provided SEO services to over
5,000 companies and premium search engine submission service to
more than 25,000 companies. In addition, our site`s free submission
and webmaster tools section is one of the top destinations in the
SEO industry, with over 20 million visitors to date. Submit Express
was ranked as one of the fastest growing private companies in the
U.S. by the Inc. 5,000 for in both 2007 and 2008.
Superpages.com
Booth 200
www.superpages.com
Superpages.com is the local search expert, where people go to fnd
anything they need. With pay-for-performance advertising that
reaches consumers seeking businesses like yours, it`s one of the
most effective ways to advertise on the Internet because 75 percent
of consumers who fnd a business on Superpages.com plan to
contact that business. At Superpages.com, we know around here.
The Search Agency
Booth 523
www.thesearchagency.com
The Search Agency provides an integrated suite of pre-click and
post-click online marketing services, including SEO, PPC, display
media, and conversion path optimization. The combination of
hands-on account management and proprietary technology consis-
tently drives qualifed traffc to your site and converts more visitors
into leads once they arrive.
TMP Directional Marketing
Booth 722
www.tmpdm.com
TMP Directional Marketing (TMPDM) is the largest local search
marketing agency, offering online, offine, and mobile advertising
solutions to top national brands. Combining more than 40 years of
success in Yellow Pages advertising with online search expertise
gained as a former unit of Monster Worldwide, TMPDM serves
hundreds of national advertising clients, including more than 100
Fortune 500 companies. Headquartered in New York, TMPDM has
600 employees and 15 offces in the U.S. and Canada. For more
information, visit tmpdm.com or call (866) 738-4127.
Connecting employers to interactive
& search marketing professionals.
SearchEngineWatch.com/jobs
0OST 9OUR 2ESUME s 6IEW /PENINGS s 'ET 0ERSONAL *OB !LERTS s 0OST AN /PENING s -ANAGE 9OUR /NLINE 2ECRUITING %FFORTS
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Tracking.net
Booth 326
www.tracking.net
Tracking.net is a privately-owned web-acceleration company
providing state-of-the art solutions for improving page load times,
thereby decreasing customer drop-offs and improving customer
satisfaction. TRACKcelerator enables sites with multiple tracking
tags to run faster, supporting virtually any tracking and advertising
tag that you currently use. ADcelerator speeds up advertisement
load times by 75 percent. Tracking.net`s unique technology pre-
loads ads on a server and effciently delivers them to the browser
in a single package. TRACKcelerator and ADcelerator include
comprehensive tag management tools that simplify the process
of adding and maintaining tracking tags for your website or SEM
campaigns. Marketing managers and website owners can easily
manage analytics and advertising tags without requiring web devel-
opment resources.
Trellian
Booth 814
www.trellian.com
Trellian, founded in 1997, is a global leader dedicated to delivering
innovative Internet solutions and web-based technology services.
Trellian provides several solutions, including keyword research and
competitive intelligence tools, to Fortune companies, international
governments, media agencies, online marketers, webmasters, and
millions of SEMs worldwide. Showcased at this event are Trellian`s
premier tools, Keyword Discovery and Competitive Intelligence.
Keyword Discovery (www.keyworddiscovery.com) is an advanced
keyword research and analysis tool, providing the largest and most
comprehensive database, with over 37 billion keyword statistics
compiled across multiple search engines worldwide. Competitive
Intelligence (http://ci.trellian.com/) provides Internet usage statics
to identify your competitors` major traffc sources. It consist of
three main tools: link intelligence, search term intelligence, and
campaign intelligence. Trellian is a privately held company with
offces worldwide.
Tyloon, Inc.
Booth 121
www.tyloon.com
Tyloon.com is the frst unifed international local search engine
with single-pipeline multilingual support. This means that
nationwide businesses of each country within the platform can be
searched in multiple languages. Currently 27 million American
and Chinese businesses` contact information can be searched in
English, Spanish, Chinese, or mixed keywords of them. While it
is expected to become a major multilingual commercial informa-
tion bridge between the U.S. and China, more countries such as
Canada, the United Kingdom, Germany, France, Spain, and Brazil
will be added in several months, and the total number of supported
search languages will be increased to more than 10. The back offce
of Tyloon is also a software as services platform. Merchants
not only get their contact information listed, but also may display
their product and service details and publish text contents. These
web-based services such as business card management, invoice and
billing, live chat and support, and phone number confrmation will
be implemented soon.
WebmasterRadio.FM
Booth 703
www.webmasterradio.fm
WebmasterRadio.FM: the destination for education and entertain-
ment. WebmasterRadio.FM is a free, Internet-based radio network
focused on the B2B e-commerce marketplace. We offer 100 percent
original programming led by industry leaders, including 'The Daily
SearchCast, hosted by Danny Sullivan; 'The Hook, hosted by
Katie Kempner of Cripin, Porter and Bogusky; PowerSource,
hosted by Tim Mayer and Jeremy Zawodney of Yahoo Search;
'DomainMasters, hosted by Monte Cahn; and 'Wizards of Web,
hosted by Bryan and Jeffrey Eisenberg. Each show we air reaches
out to a different part of the marketplace, ensuring there`s a radio
show for all potential listeners. All radio shows are broadcast live
and then available in archive, mobilcast, and distributed in podcast
format through all of the major podcast portals. WebmasterRadio.
FM is proud to boast that we are the offcial radio network for many
of the world`s most prestigious conferences. WebmasterRadio.FM
is free to the listening audience based solely on advertiser support.
If you are interested in learning more about how to reach a very
targeted and captive audience through a fully integrated and interac-
tive advertising campaign, please contact Brandy@WebmasterRa-
dio.FM.
Website Magazine
Booth 115
www.websitemagazine.com/content/
Website Magazine is a must-read for anyone seeking website
success and is the most popular trade magazine in its feld. Website
Magazine will help website owners develop, design, maintain,
and promote their online business. Subscribe today for free at
www.websitemagazine.com/subscribe. Advertisers: Download a
2009 media kit at www.websitemagazine.com/advertising/medi-
akit_2009.pdf. Now reaching more than 135,000 qualifed profes-
sionals. BPA audited. We are green! Learn more at ReplaceATree.
org. iPhone Giveaway at booth!
WebTrends
Booth 314
www.webtrends.com
WebTrends provides web analytics and online marketing solu-
tions to optimize marketing campaigns and customer engagement.
WebTrends Marketing Lab delivers the industry`s most recognized
analytics, SEM, and visitor intelligence solutions to enable compa-
nies to understand their customers, drive customer engagement, and
enhance marketing and brand awareness. Our SEM offering allows
marketers to expand the reach of their paid search campaigns.
WebTrends Ad Director offers a smarter solution. The automated
service uses self-learning technology to manage, optimize, and
proftably expand an organization`s entire paid search advertising
portfolio, across all of the major search networks.
Wpromote Inc.
Booth 608
www.wpromote.com
Wpromote Inc. prides itself in superior search engine marketing.
From two employees in 2001 to over 40, the company has expe-
rienced unwavering growth and continuous recognition for its
exceptional service to every client. As a two-time Inc. 500 honoree,
Google Adwords qualifed company, and recipient of countless
other accolades, clients are assured that the best search starts here,
at Wpromote. Since its inception, Wpromote has dedicated itself
to a single mission statement: Help businesses succeed on the web.
With unmatched experience in search marketing and an unrivaled
dedication to our clients` results, Wpromote always stands out
above the crowd.
Yahoo!
Booth 201
www.yahoo.com
Yahoo! Inc. is a leading global Internet brand and one of the most
traffcked Internet destinations worldwide. Yahoo! is focused on
powering its communities of users, advertisers, publishers, and
developers by creating indispensable experiences built on trust.
Yahoo! is headquartered in Sunnyvale, Calif. For more information,
visit pressroom.yahoo.com.
Yield Software
Booth 709
www.yieldsoftware.com
Yield Software`s web marketing suite is a fully automated, totally
integrated search marketing system that optimizes natural (or
organic) search, paid search, and landing pages. Our secure, cloud-
based application is accessible via any web browser, and it`s a
complete, easy, and proftable way for businesses to generate new
traffc and improved customer conversion rates at a lower overall
cost. We offer a free 30-day trial and up to one year in low promo-
tional pricing, beginning at just $129 per month. For more informa-
tion, visit www.yieldsoftware.com/ses.
Yieldbuild/HubPages
Booth 516
www.yieldbuild.com
YIELDBUILD: Maximize your ad revenue using the premier ad
network and ad format optimization service. Works with Google
AdSense, ValueClick, Chitika, and other popular text and display
networks, and we also give you access to Microsoft`s exclusive
pubCenter. Takes the guesswork out of optimization and maxi-
mizes your ads` eCPM. HUBPAGES: The leading online publish-
ing ecosystem is the best repository on the web for high-quality,
topical articles. Features an impression-sharing program for online
advertising royalties, and a high degree of credibility with Google.
Many publishers are earning hundreds to thousands per month, and
growing substantial traffc to their sites.
YouTube
www.youtube.com
Founded in February 2005, YouTube is the leader in online video,
and the premier destination to watch and share original videos
worldwide through a web experience. YouTube allows people
to easily upload and share video clips on www.youtube.com and
across the Internet through websites, mobile devices, blogs, and
e-mail. YouTube has more premium partners, more HD content, and
a bigger audience than any entertainment site on the web. To learn
how to reach the hundreds of millions of people who tune in to their
favorite YouTube channels and videos every day for content they
can`t fnd anywhere else, visit www.youtube.com/advertise.
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Association Partners
SEMpdx
www.sempdx.org
Search Engine Marketing Professionals of Portland (SEMpdx) was
created to provide a resource for both local SEM professionals and
area businesses. To elevate Portland`s profle on a national scale, as
well as improve the quality of work and life for SEM professionals,
SEMpdx has developed a vision, mission, and code of ethics.
San Francisco Bay Area Interactive Group
www.sfbig.com
San Francisco Bay Area Interactive Group (SFBIG) is a nonproft
professional association dedicated to championing innovation in
digital marketing to brand marketers, publishers, and agencies
through educational, networking, and association events.
Social Media Club
www.socialmediaclub.org
Social Media Club hosts conversations that explore key issues
facing our society as technologies transform the way we connect,
communicate, collaborate, and relate to each other. The club`s
primary mission is to promote media literacy, promote standard
technologies, encourage ethical behavior, and share best practices.
There are more than 150 Social Media Clubs around the world.
Media Partners
BtoB Magazine
www.btobonline.com
BtoB, the magazine for marketing strategists, is the only publication
dedicated to integrated business-to-business marketing, including
search engine marketing. Every issue is flled with the game-chang-
ing strategies and tactics B2B marketers need to exceed. Each page
and pixel is packed with substance - news, reports, technologies,
benchmarks, and best practices - served up by the most knowl-
edgeable journalists to ever work this burgeoning beat. That`s why
more than 100,000 top B2B marketers turn frst to our magazine,
website, newsletters, and events.
DIRECT
www.directmag.com
DIRECT provides strategic and tactical information for direct
marketers that is timely, inspirational, and on the cutting edge of
innovation. DIRECT`s print, online, and interactive information
products connect today`s marketers to the information, resources,
and suppliers they need to reach their business goals. The fran-
chise includes DIRECT magazine; www.directmag.com; DIRECT
Newsline, DIRECT Tips, Magilla Marketing, and Searchline
e-newsletters; The Buyers` Guide; webinars; ListFinder; original
research, and more.
Domainers Magazine
www.domainersmagazine.com
Domainers Magazine was designed to provide valuable insight and
thought leadership into the domaining world. Our goal is to create
a world-class publication that becomes the eyes and ears of the
domainer. Our magazine focuses on the value of pay-per-click
management, SEO, domain legal expertise, domain acquisition and
selling, domain monetization, and any other topic on emerging tech-
nologies or services that provides value to you, the domainer.
eComXpo
www.ecomxpo.com
Free. Online. Virtual. www.ecomxpo.com is the leading virtual
show for e-commerce and affliate marketers that addresses the
latest trends and issues in affliate and search marketing for retail-
ers, affliates, and networks. Beneft from expert insights on latest
affliate marketing tactics shared at eComXpo.
eM+C
emarketingandcommerce.com
eM+C is the bimonthly magazine dedicated to the digital revolu-
tion. Each information-packed issue provides actionable, strategic
information about emerging digital technologies to help market-
ers reach the right people, market more effectively, and ultimately
increase revenue online. eM+C offers extensive coverage of every
facet of e-marketing and commerce, including search engine
marketing and optimization, affliate marketing, e-commerce,
e-mail marketing, behavioral targeting, mobile marketing, web
analytics, video marketing, social media, and viral marketing.
eMarketer
www.emarketer.com
eMarketer is 'the frst place to look for research and analysis on
digital marketing and media. eMarketer aggregates and analyzes
information from over 3,000 sources, and brings it together in
analyst reports, daily articles, and the most comprehensive database
of online marketing statistics in the world. eMarketer provides the
information to help marketers understand the growth and impact
of the Internet and emerging digital media, and to stay ahead of
the curve on new trends such as blogs, social networking, mobile
marketing, and many others that are profoundly affecting the busi-
ness landscape.
Mashable
www.mashable.com
With more than 7 million monthly page views, Mashable is the
world`s largest blog focused on social networks and web 2.0 news.
Mashable`s readers include the most tech-savvy early adopters,
venture capitalists, entrepreneurs, infuencers, web 2.0 afcionados,
and technology journalists.
Revenue Magazine
www.revenuetoday.com
Revenue The Performance Marketing Standard is a magazine
dedicated to all aspects of the performance marketing business
model and to raising industry standards. Published bi-monthly, it
offers unrivaled coverage of affliate marketing techniques, search
technologies, online fraud prevention, and interactive advertising,
branding, and marketing. It`s the only hard-copy magazine covering
these issues for online marketers, affliates, merchants, agencies,
and networks. Revenue Magazine intends to legitimize the industry,
drive out bad operators, and provide a focal point for performance
marketers to coalesce around best practices, best tools, and best
operators. Comprehensive articles include all relevant points of
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view, including those of merchants, website publishers, affliate
networks, industry watchers, and market researchers. Revenue
stresses best practices and strong ethical guidelines to help the
online marketing community fourish.
Search Marketing Gurus
www.searchmarketinggurus.com
Search Marketing Gurus is a search marketing and industry blog
that covers the online marketing world. Tips, strategies, news, and
great ideas from search engine optimization, affliate marketing,
pay-per-click, social media, and much more are covered by industry
experts such as Liana 'Li Evans, Greg Meyers, and Karl Ribas.
SEMJ.org
www.semj.org
SEMJ.org publishes Search Engine Marketing Journal (print jour-
nal), the industry`s frst, peer-reviewed, search marketing research
journal where contributors can make a difference. The journal
features research papers on SEO, search engines, search algorithms,
affliate marketing, global search marketing, new patents, brand-
ing, content writing, and more. Similar to research journals in other
technical felds, industry professionals can submit relevant papers
or apply to become editors. We feature authors and editors, includ-
ing full biographies. After acceptance, papers will be published in a
forthcoming edition of the journal. We think you will fnd the jour-
nal`s in-depth content accurate, stimulating, and useful. Distinguish
yourself as an expert by submitting your idea for a paper. Join us,
and help to advance the feld of search marketing.
SEO Book
www.seobook.com
SEO Book is a leading blog that has covered the search engine
marketing space since 2003. In 2008, SEO Book expanded beyond
the blog and top-selling e-book to offer an online seo training
program (www.seobook.com/join/) and a suite of SEO tools (http://
tools.seobook.com/) that are used by over 100,000 webmasters.
Aaron Wall edits SEO Book, which also has contributions from
Peter Da Vanzo and other well-known names in the SEM space.
Target Marketing
www.targetmarketingmag.com
Target Marketing is the direct marketer`s partner, providing strate-
gies and solutions for proftable direct marketing. Target Market-
ing delivers the answers that help direct marketing professionals
market more successfully and proftably. Through case studies,
best practices, trend analysis, tips and techniques, and interviews
with experts, Target Marketing covers channel/data integration,
prospecting, customer retention, operations infrastructure, contact
optimization, and more. The Target Marketing Group of products
helps direct marketing professionals market more successfully and
proftably. Via magazines, e-mail newsletters, websites, webinars,
virtual trade shows, conferences, books, and more, Target Market-
ing Group supplies the insight and advice that readers have come to
rely on to remain competitive.
TopRank Online Marketing Blog
www.toprankmarketing.com
Ranked in the top 1 percent of blogs by Technorati, TopRank
Online Marketing Blog is a leading resource for Internet market-
ing resources, news, interviews, and how-to articles about natu-
ral search optimization, paid search marketing, social media,
and online public relations. Online Marketing Blog is edited by
TopRank CEO, Lee Odden, a 10-year online marketing veteran and
frequent speaker at search and PR industry conferences. Odden has
been quoted in U.S. News and The Economist and serves on the
operating committee for the DMA search engine marketing council.
Visibility Magazine
www.visibilitymagazine.com
Visibility, the print magazine, heralds a beginning in the world
of Internet marketing. This is the frst time an established digi-
tal presence, topseos.com, is venturing into the traditional print
media domain. With Visibility, the print world is all set to beneft
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 optimiza-
tion, pay-per-click marketing, website analytics, affliate marketing,
and press release distribution. We are considered a force to reckon
with, and a reliable source of information on all aspects of Internet
marketing.
WebProNews
www.webpronews.com
WebProNews is the number one source for e-business and search
news. The WebProNews network is made up of 100 e-business
websites, e-mail newsletters and the popular WebProWorld forum.
Millions of business professionals read WebProNews and other
iEntry business and tech publications to stay in the know. Since
1999, the WebProNews network has emerged as an industry leader
in e-mail and network marketing. By maintaining extremely high
standards of quality in our publications and sites, the WebProNews
network continues to grow an avid readership and user base made
up of CXO`s, business owners, entrepreneurs, web developers and
IT professionals. This same commitment to quality also powers our
primary objective of providing companies with an affordable, fex-
ible and effective means of marketing their products and services to
an active, informed audience. For more information, contact Susan
Coppersmith at 859-514-2720 or e-mail susanc@ientry.com.
Web Host Industry Review
www.thewhir.com
Web Host Industry Review magazine draws on the credibility
and authority established serving as the web hosting industry`s
publication of record for the last fve years. Web Host Industry
Review delivers to web hosting providers, resellers, and customers
insightful, sophisticated analysis of important industry issues and
trends, timely coverage of news, and reviews of essential tools and
services.
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9-10a
10:30-11:30a
SEARCH FUNDAMENTALS
Introduction to Search Engine Marketing
This session will provide a clear and concise overview of the key con-
cepts involved in search engine marketing. Who are the major search
engines, and how can you best optimize them to gain natural or
organic trafc without cost? Learn how to achieve top ranking or
placement by utilizing search engine advertising opportunities. This is
a must-attend basic session for anyone new to Search Engine Strate-
gies events.
Introduction
Matthew Bailey, SES Advisory Board & President, Site Logic Marketing
Solo Presentation
Brad Geddes, Founder, bgTheory.com
SEARCH & COMMUNITY
How to Optimize for Search & Engage the
Community
Why do most people start with Google when they search for informa-
tion, but they look to YouTube when they search for entertainment?
Why should search engine marketers, YouTube directors, and entre-
preneurs create unique, relevant content that can quickly gain popu-
larity in the Internet community? Greg Jarboe, author of YouTube and
Video Marketing: An Hour A Day, will tackle these issues.
Introduction by
Matt Van Wagner, President, Find Me Faster
Solo Presentation
Greg Jarboe, President & Co-Founder, SEO-PR
SEARCH FOR THE C-SUITE
The Adaptive CMO: A New Paradigm for Digital
Marketing
This session will set the stage for the C-Suite track. It will provide a
strategic view of how marketing is constantly evolving and will dene
the critical role that search must play. The rules have all changed,
and all bets are off. Brian Featherstonhaugh will present a unique
viewpoint on how brands are built, why the four Ps are no longer
valid, how corporate cultures are created, and what happens as the
world goes digital.
Introduction
Bill Hunt, President, Back Azimuth Consulting
Solo Presentation
Brian Fetherstonhaugh, Chairman & CEO, OgilvyOne Worldwide
SEARCH & THE FUTURE
Search: Where to Next?
Its been said that the best way to predict the future is to invent it. And
almost everyone likes to speculate about the future. When it comes
to search marketing, none are better at it than our veteran panel of
industry insiders. Join us for an illuminating discussion as we peek
into the next generation of digital marketing and predict what search
might look like during the next ve to 10 years. What should be on
your search radar for 2010 and beyond? Does the key to the future
of search lie in personalization? Do social networks herald the end of
search? The future is coming. Are you ready for it?
Moderator
Anne Kennedy, SES Advisory Board & Managing Partner & Founder,
Beyond Ink
Speakers
Stephan Spencer, Founder & President, Netconcepts, LLC
Pavan Lee, Research Manager, Microsoft
Heather Dougherty, Research Director, Hitwise
Chris Boggs, Director, SEO, Rosetta
Eli Goodman, Search Evangelist, comScore, Inc.
Carla Borsoi, VP, Research & Analytics, Ask.com
SEARCH & MEASUREMENT
Always be Testing: Marketing Optimization in
Challenging Times
As media costs rise and marketing budgets shrink, demand for
accountability is increasing. Now more than ever, organizations
must optimize their marketing efforts so that every marketing dollar
invested yields maximum ROI. Testing seems to be the avor of the
day, and A/B or multivariate testing has become a technical darling.
Do you know where to begin? What exactly should you test? How do
you get corporate buy-in? How do you go from a culture of having to
always be right to one of always be testing? Learn you what you
need to know about customers, testing, and persuasion.
Introduction
Pauline Ores, SES Advisory Board & Senior Marketing Manager,
Social Media Engagement, IBM Corporation
Solo Presentation
Bryan Eisenberg, SES Advisory Board & Co-Founder, Future Now, Inc.
CONFERENCE WELCOME & OPENING KEYNOTE
Keynote Speaker
Clay Shirky
Author, Here Comes Everybody
Day 1: Tuesday, Aug. 11
SEARCH FUNDAMENTALS
Successful Site Architecture
This session will provide a fresh look at how to successfully architect
your site for search engines and how specic page elements and
design technologies may impact your ability to gain good organic
listings. The speakers will cover topics such as directory and le
structure, server-side includes (SSIs), 404 error trapping, JavaScript,
robots.txt use, frames, secure area usage, and much more. If time
allows, volunteers from the audience will have their sites examined.
Moderator
Mark Jackson, SEW Expert & President/CEO, VIZION Interactive
Speakers
Shari Thurow, Founder & SEO Director, Omni Marketing Interactive
Johannes Henkel, Search Quality Team, Google
Andy Atkins-Krger, Managing Director, WebCertain Global Ltd
11:45a-12:45p
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Conference Welcome & Opening Keynote
Clay Shirky, Author, Here Comes Everybody
10-10:30a
Grand Opening of the SES San Jose Expo
Hall (open 10:00am-6:30pm)
10:30-10:45a
Marketing in a Social Media World
Whats social media really about? Whats
happening in the social space? Is everyone
on Twitter? Is blogging a thing of the past?
Speaker
Debra Aho Williamson, Sr. Analyst, eMarketer
10:45-11:30a
Going Social: Effective Advertising
Having a prole and 500 friends isnt enough.
Learn the latest trends and best practices
for engaging consumers in social media
environments.
Moderator
Debra Aho Williamson, Sr. Analyst, eMarketer
Speakers
Soumya Ravi, Client Management, Position2
Stacy Gratz, Marketing Manager, H&R Block
[11:30-11:45a Session Interval ]
11:45a-12:45p
In the Now: Conversational & Real Time
Marketing
With the advent of Twitter, micro-blogging,
and mobile video, the publishing model has
been turned on its head. How can marketers
take advantage of these new tools? Well dis-
cuss topics ranging from social medias role
in the Iranian elections to Ashton Kutcher.
Moderator
Lee Odden, CEO, TopRank Online Marketing
Speakers
Martin Green, COO, Meebo
Richard Jalichandra, CEO, Technorati
Steve Grove, Head of News & Politics, YouTube
12:45-1:45p
Networking Lunch in the Expo Hall
1:45-2:45p
What Works: Online Video Advertising
Made Easy With Google & YouTube
Online video is the fastest growing medium
in history. Are you using video in the most
effective ways available? This session will
introduce three platforms for incorporating
sight, sound, and motion into your marketing,
along with case studies that drove results.
Speaker
Erin Bouchier, Google TV Ads Online
[ 2:45-3p Session Interval ]
3-4p
What Works: Best Practices & Case
Studies for Online Video
Do social media and video really work? In a
word, yes. Hear directly from three marketers
whove used video to great success across
platforms. Glean insights and best practices
for incorporating these new channels into
your marketing efforts.
Moderator
Dan Greene, TV Ads & Online Sales, Google
Speakers
Greg Jarboe, President, SEO-PR
Chris Sams, Internet Marketing, ZAGG Inc
Lisa Abourezk, VP, Marketing, ooVoo
Shattuck Groome, Co-owner, Gotham Direct
[ 4-4:30p Afternoon Break, Expo Hall ]
4:30-5:30p
A Chat with Michael Fischer
How Coldwell Banker has leveraged social
media and video to connect with customers.
Moderator
Robert Scoble, Managing Director, building43
Speaker
Michael Fischer, SVP, Marketing, Coldwell
Banker Real Estate LLC
5:30-6:30p
Networking Reception in the Expo Hall
events.ClickZ.com/social-media-video
Tuesday, Aug. 11
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Tuesday

Ballroom A2
Ballroom A1
Ballroom A3
Room B
Room C
SEARCH & COMMUNITY
SEO for the Greater Good: Using Search to Find
Missing Persons
Most people searching for missing adults, children, and runaways
have limited funds and limited knowledge of search
and the available strategies. In this ground-breaking
session, youll hear from Bob Rahn, a private investiga-
tor working on the cold case of a missing adult pro
bono. His private investigation rm used traditional
media to help spread the word, since he didnt know
the various avenues available in search or how to implement them.
Missing persons and runaway cases are some of the most dif-
cult cases to solve, and in each case, time is of the essence. Who
should attend? Businesses or individuals who may need to support
employees faced with a missing person situation, law enforcement
and private investigative agencies, missing person organizations,
nonprots, members of the media who cover missing persons stories,
and representatives from the major search and social engines. A
special interest information table will be available immediately follow-
ing this session.
Moderator
Matt McGowan, VP & Publisher, Incisive Media
Speakers
Kathleen Fealy, President, KF Multimedia & Web, Inc.
Lisa Buyer, President & CEO, The Buyer Group
Lt. Robert H. Rahn, (retired), CEO & Director of Investigations,
Management Resources LTD of NY
Kim Anklin, VP & Director of Analytical Services,
The View From the CMOs Ofce
Search marketers and non-search marketers have traditionally had
difculty communicating in the language of their disciplines, often
creating friction and unnecessary conict. This session will walk you
through the day-by-day challenges of the CMO from two viewpoints:
the traditional CMO and the CMO who has made the move to digital.
This very interactive session will explore how both disciplines can
educate each other and explore such issues as the nominal percent-
age of marketing spend that is allocated to search.
Moderator
Speakers
Gina Poole, VP, IBM Software Group Marketing 2.0, IBM
Liz Miller, VP, Programs & Operations, CMO Council
Kevin Ryan, CMO, WebVisible, Inc.
SEARCH & THE FUTURE
The Next Wave for Online Video
According to comScore, YouTube is now the No. 2 search destination
in the world. While the good old organic results pages still attract
tens of thousands of experts probing the latest algorithmic quirks and
optimization techniques, video search remains relatively uncharted
waters. Panelists discuss the importance of optimizing for video
search, and probe into tactics like keyword research, copywriting,
reputation enhancement, and sponsorships and special programs.
Moderator
Andrew Goodman, SES Advisory Board & Principal, Page Zero Media
Speakers
Gregory Markel, Founder/President, Infuse Creative, LLC
Erin Bouchier, Business Lead, Google/YouTube Advertising
Creating a Web Analytics Culture
This session will showcase various marketing methodologies that can
be used to create, build, and foster a measurement-based culture.
Convincing the business owner/CEO/VP of marketing to
invest time and resources in measurement and analyt-
ics is the easy part. The real challenge is to identify
realistic goals with limited resources and to encourage
a shift in mindset to focus on metrics and actionable
insights. The objective is to improve conversions and
ROI for marketing spend. Learn how to establish and nurture this
culture, from incremental improvements and data-driven decision
making to insightful, high-level executive dashboards. A must-attend
for all companies involved in online marketing that want to stretch
marketing dollars in 2009.
Moderator
Sara Holoubek, Consultant, Columnist & SEMPO President
Speakers
Richard Zwicky, Founder & CEO, Enquisite
John Marshall, SES Advisory Board & CTO, Market Motive
Feras Alhlou, President, E-Nor, Inc.
Ron Belanger, SES Advisory Board & VP of Worldwide Agency Sales,
Omniture
innevative centextua| advertising techne|egy preducts that

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VIVEK BHARGAVA, COMMUNICATE 2
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Ballroom A1
Ballroom A3
Room B
Room C Tuesday
1:45-2:45p
SEARCH FUNDAMENTALS
Turn Brain Science into Bucks: Incorporating
Persuasive Messaging into Your Content Strategy
Twitter. White papers. Optimized web pages. Blog posts. Companies
have more opportunities than ever before to create content that cap-
tures new buyers, opens up communication, and builds loyal custom-
er relationships just by understanding how the latest persuasive
marketing techniques mesh with the online content marketing cycle.
Well showcase some current online content campaigns, and explain
how one-to-one and one-to-many content strategies help persuade
buyers, build trust, and get great search engine listings. Plus, youll
learn how social proof, neuroscience, and psychology dictate whether
your content strategy causes conversions or misses the mark.
Moderator
Speakers
Graeme McLaughlin, Manager, Digital Marketing, British Columbia
Automobile Association
Heather Lloyd-Martin, CEO, SuccessWorks
SEARCH & COMMUNITY
Turning the Social Web Into Real ROI
Today, the social web is essential to how we live our lives and how we
stay connected. We use it to keep up with friends, family, colleagues,
and even public gures and businesses. But does it really present an
opportunity to marketers? The social web has proven to be effec-
tive in helping marketers reach the right audience at the right time.
The way we stay connected has moved beyond e-mail to a world of
real-time reciprocal communication. This session will explore best
practices in how marketers can leverage the social web as a simple
way to quickly build and manage effective campaigns.
Moderator
Tim Kendall, Director of Monetization, Facebook
Speakers
Sean Heywood, Managing Partner, MR Barber Shop & Urban Lounge
Cam Balzer, Skinny Corp
Rogelio (Ro) Choy, Chief Revenue Ofcer, RockYou
Integration: The New CMO Imperative
With the popularity of sites like YouTube, Flickr, Twitter, and Facebook,
brands increasingly need to engage with their customers outside
their website. The portability of content and viral connectivity that
occurs online requires a new approach to branding. Participants
will learn strategies for increasing brand awareness and protecting
brand equity in todays socially connected web as well as tactics that
can be implemented in todays resource- and budget-constrained
environment.
Moderator
Fionn Downhill, CEO & President, Elixir Interactive
Speakers
Jessica Kornacki, VP of Marketing, Endless Vacation Rentals by
Wyndham Worldwide
Sam Decker, CMO, Bazaarvoice, Inc.
Gary F. Spangler, Corporate E-Marketing, DuPont
SEARCH & THE FUTURE
Dont Call It a Comeback: Semantic Technology & Search
Remember when web 2.0 was supposed to be about the semantic
web? Social media hijacked web 2.0, but heavyweights in the se-
mantic world have been quietly advancing the reality of true semantic
technology, and theyre already claiming the web 3.0 tag. With
applications from better contextual ads to personalized news and
government spying, is semantic next years technology darling? Bring
your thinking cap; its going to get geeky in here.
Moderator
Dana Todd, CMO, Newsforce
Speakers
Lane Soelberg, Founder & CEO, COOP Ventures
Paul Edmondson, Co-Founder & CEO, YieldBuild
Nova Spivack, Founder & CEO, Radar Networks/Twine
Q&A Speakers
Dr. Tomasz Imielinski, EVP, Global Search & Answers, Ask.com
Othar Hansson, Software Engineer, Google
Kevin Haas, Yahoo!
Mark Johnson, Program Manager, Bing
How to Turn Your Web Analytics into a
Money-Making Machine
You tagged your website with analytics. You may even login to check
your stats or get them e-mailed to you. What does it all mean? How
do you nd anything useful in the endless amounts of data provided?
How do you turn those reports into insight and action? Join web ana-
lytics and conversion gurus for this fast-paced session where each
panelist will provide you with three solid tips to make money from
your web analytics. Well also answer questions on everything you
wanted to know about web analytics but were afraid to ask.
Moderator
Mike Grehan, SES Advisory Board Co-Chair
Speakers
Avinash Kaushik, Author, Blogger, Analytics Evangelist, Google
Jim Sterne, Chairman, Web Analytics Association
3-4p
SEARCH FUNDAMENTALS
SEO Tools of the Trade: Whats in Your Toolbox?
If youre responsible for your companys search engine optimization,
then you know you need all the tools of your trade close at hand. Well
cover the tools that can help you with indexing, competitive analysis,
site ranking, diagnosing and remedying problems, page-level and
site-level information, on-page optimization, and more.
Moderator
PJ Fusco, Natural Search Director, Netconcepts
Speakers
Bruce Clay, President, Bruce Clay, Inc.
Horst Joepen, CEO, Searchmetrics
Aaron Wall, Founder, SEO Book
Michael Gray, Owner, Atlas Web Service
Rajesh Srivastava, Principal Group Program Manager, Bing
David Roth, Director of Search Marketing, Yahoo
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Ballroom A2
Ballroom A1
Ballroom A3
Room B
Room C
SEARCH & COMMUNITY
Stop the Presses! How SEO Can Help Save the
Publishing Industry
In this session, well explore the challenges, tactics, and opportuni-
ties unique to online publishers. Well cover solutions for technical
obstacles, duplicate content and CMS issues, writing keyword-rich
headlines, training the editorial staff, and updating the publishing
culture from print to online. This session will teach publishers how to
save jobs by leveraging SEO, drive trafc, and put advertising dollars
back in their pockets.
Moderator
Alex Bennert, In-House SEO, Wall Street Journal
Speakers
Marshall Simmonds, Chief Search Strategist, New York Times, About.com
Allison Fabella, SEO Manager, The Atlanta Journal-Constitution
Liesel Kipp, VP, Global Head of Product Mgmt, Thomson Reuters
Ulli Muenker, Search Marketing Manager, BusinessWeek
Brent Payne, SEO Director, Tribune
Budget Migration: Going Digital Without
Impacting Your Brand
The move to a predominantly digital marketing strategy can be
overwhelming. Migrating from staid traditional channels to the open
waters of the web can be daunting especially for companies
unsure of how to properly measure search, display, e-mail, and social
media. This session will arm you with information on how to migrate
budget to digital without impacting your brand awareness or
brand equity. Participants will learn from companies that have started
moving signicant resources away from TV, radio, and print and into
search, social, display, and e-mail. Well also discuss tools you can
use to gauge the success of a balanced digital marketing program.
Moderator
Fionn Downhill, CEO & President, Elixir Interactive
Speaker
Crispin Sheridan, Sr. Director of Search Strategy, SAP Marketing
Eli Goodman, Search Evangelist, comScore, Inc.
SEARCH & THE FUTURE
Beyond Googling: Where Will Your Customers Be
Searching in Five Years?
Nothing in search marketing is as certain as change. Ten years ago,
Google did not exist now its a verb. Growing use of media such as
video and social appear to provide new avenues for searchers. What
are the early adopters embracing now? How will your customers nd
you? What media should you keep in your sites, and what should you
discard? This session is a long-view look at weak signals and trends
that appear to point in new directions.
Moderator
John Marshall, SES Advisory Board & CTO, Market Motive
Speakers
Dixon Jones, Managing Director, Receptional LTD
Beyond Ink
Frank Watson, CEO, Kangamurra Media
Pauline Ores, SES Advisory Board & Senior Marketing Manager,
Social Media Engagement, IBM Corporation
Meaningful SEO Metrics: Going Beyond the Numbers
As knowledge of SEO practices moves from the ofces of the optimiz-
ers to the board room, the standard metrics used by the practitioners
of this former dark art are straining under the weight of the all power-
ful bottom line. The days when upper management was impressed by
subtle changes in page rank have been replaced by questions of LTV
and ROI. As more resources are being dedicated to creating the per-
fectly optimized and keyword-rich landing page, C-level executives
are demanding more proof of ROI. This panel will discuss how you
can still be a hero, and, better yet, how to get your budget increased.
Moderator
Jim Sterne, Chairman, Web Analytics Association
Speakers
Jeff Ferguson, SES Advisory Board & Senior Director,
Online Marketing, Local.com
Marc Engelsman, VP, Client Services, Digital Brand Expressions
Jamie Smith, CEO, Engine Ready
Ray Catsh Comstock, Senior Search Strategist, BusinessOnLine
SEARCH FUNDAMENTALS
Search Advertising 101
Paid placement is a form of search advertising that provides a top
ranking in return for payment. Every major search engine offers a
paid placement program. Learn whats available in this session that
is especially geared toward beginners, with details on programs from
major providers and advice on how to succeed.
Moderator
Rebecca Lieb, VP, U.S. Operations, Econsultancy
Speakers
David Szetela, CEO, Clix Marketing
Mona Elesseily, Director of Marketing Strategy, Page Zero Media
4:30-5:30p
SEARCH & COMMUNITY
Keeping it Local: The Convergence of Phones &
Local Search
Numbers from all over the country indicate a veritable tidal wave of
smart phone adoption. ComScores March statistics on year-over-
year cell phone usage showed a 71 percent increase in unique user
access to the web from mobile appliances. Daily usage of mobile de-
vices increased 107 percent for the same time frame. This, according
to many mobile media watchers, indicates a change of habit. Folks
are no longer looking for just websites theyre looking for physical
locations. This is local search nally working. Local storefronts need
to be where they can be found by the new wave of mobile users.
Moderator
Kevin Ryan, CMO, WebVisible, Inc.
Speakers
Michelle Moore, Director of Search Engine Strategies, Metric Voodoo
Steve Espinosa, VP of Innovation, eLocal Listing, LLC
Michael Boland, Analyst, The Kelsey Group
Josh Siegel, Product Manager, Mobile Local Search, Google
Gregg Stewart, SVP, Interactive, TMP Directional Marketing
Justin Jed, Group Product Manager, Bing Mobile
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Performance Pricing Models: What Every CMO
Must Know
With many marketing organizations under nancial pressure, pay-
for-performance pricing models are gaining popularity in search.
Designed to maximize results, a performance-based compensation
model can be a win-win for you and your search engine marketing
partner. Not only will it help to drive results and bring your partners
goals in alignment with your own, it will also allow you to reward
your search partner for superior performance, while keeping ROI in
mind. Panelists will cover the keys to developing a successful pay-
for-performance pricing model, including a thorough overview of the
concept, how it can be applicable to both PPC and SEO, the chief ben-
ets it offers, and why marketers should consider it. Well also delve
into what marketers need to know before adopting such a model,
including how to assess if its right for you, popular misconceptions,
and common problems. Attendees will learn about benchmarking,
performance metrics, historical data, scenario analysis, and tracking.
Moderator
Speakers
Paul Wilson, Chief Revenue Ofcer, iProspect
Andrew Beckman, President, Location3 Media
Vivek Bhargava, Managing Director, Communicate 2
SEARCH & THE FUTURE
Launching a Global Website
As the world becomes smaller and search marketing becomes more
complex, the era of ranking well in Google is over. This is especially
true for companies who are targeting multiple markets or countries.
This new opportunity also brings new complexities to be considered
other than standard SEO. Well tackles the issues critical to success-
fully developing, optimizing, and launching global websites that meet
next-generation marketing goals without losing your mind.
Moderator
Speakers
Motoko Hunt, Founder, Japanese Search Marketing Strategist, AJPR LLC
Maura Ginty, Sr. Web Manager, Web Content Team, Autodesk, Inc.
Todd Turbo Watson, E-Relationship Manager, IBM Software Group
Jay Middleton, Sr. Manager, Worldwide Search Marketing, Adobe
Extreme Makeover: Conversion Edition
This session will analyze the metrics, usability, and persuasion ability
of three companies pre-selected for the session. The speakers will
work with these companies to redesign a key page and then set up
that redesign in an A/B test. This session will instruct you on how to
identify critical barriers to success on the sites selected and how this
team of experts would go about xing them in less than 48 hours.
Youll learn key key considerations when optimizing your website for
conversion. Sign up to win an extreme makeover!
Moderator
Beyond Ink
Speakers
Ethan Gifn, CEO, Groove Commerce
9-10:15a
FUNDAMENTALS
Keywords & Content: Search Marketing
Foundations
How many keywords do you need in your paid search account? What
keywords are your customers searching for? How do customers nd
products after they reach your site? Learn how to target the right
terms in your paid and organic search marketing, and where these
keywords should be used.
Moderator
Beyond Ink
Speakers
Christine Churchill, President, KeyRelevance
Heather Lloyd-Martin, CEO, SuccessWorks
Jill Whalen, CEO, High Rankings
Marc Canabou, Senior Director, Product Management Leader, Yahoo!
Search Advertising
Ari Levenfeld, Manager Client Services, Ask Sponsored Listings
SEARCH FOR THE SMALL BUSINESS
Small Voices, Big Impact: Social Media for the
Little Guy
What if you could conduct market research, organize focus groups,
and build your customer base all without spending a dime? Thanks
to social media, you can. Small businesses around the world are
acquiring loyal customers, gaining valuable insight, and boosting
business by pounding the social media pavement. Find out how small
companies with even smaller budgets can freely tap the world of
social media to improve business and increase sales.
Moderator
Stoney deGeyter, President, Pole Position Marketing
Speakers
Jennifer Evans Laycock, Director of Marketing, SiteLogic
Ron Jones, President/CEO, Symetri Internet Marketing
Billie Jo Waara, Director of Account Planning, Lawrence & Schiller
VERTICAL & B2B
Credit Crunch: The Death of Last-Click Attribution
& its Impact on Paid Search Advertising
For more advanced search marketers, the issue is no longer how to
optimize paid search programs, but rather how to make search an in-
tegrated part of their overall advertising programs. Key to this process
is attribution modeling the process of allocating the appropriate
credit to all the advertising touch points consumers engage before
making their purchase. Attribution modeling seeks to siphon credit
away from paid search and allocate it more aggressively toward other
forms of advertising specically TV and display ads. The panel will
discuss attribution modeling results and barriers.
Moderator
Craig Macdonald, VP of Marketing & Product Development, Covario
Speakers
Adam Goldberg, Chief Innovation Ofcer, ClearSaleing
Robin Smith, Global Search Marketing Manager, Life Technologies
Gary Milner, Global Marketing Director, Lenovo
Dennis Haugan, Sr. Director, Interactive Marketing, T-Mobile USA
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Igniting Viral Campaigns: Leveraging
Consumer-Generated Content
How can businesses leverage social platforms like Twitter, Facebook,
YouTube, and more to break through and create buzz, encourage
word-of-mouth, and establish relationships with potential customers?
This session unveils the secrets of web 2.0 techniques and technolo-
gies that enable companies to stand out and be talked about.
Moderator
Aaron Kahlow, Chairman & Founder, Online Marketing Summit
Speakers
Brian Ellefritz, Sr. Manager, Social Media Marketing, Cisco Systems
Matthew Liu, Product Manager, YouTube Sponsored Videos
Greg Finn, Director of Internet Marketing, 10e20
Barbara Coll, CEO, WebMama.com Inc.
Bill Leake, President & CEO, Apogee Search
GEEK SPEAK
Duplicate Content & Multiple Site Issues
More and more site owners are concerned that they might get penal-
ized 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
PJ Fusco, Natural Search Director, Netconcepts
Speakers
Shari Thurow, Founder & SEO Director, Omni Marketing Interactive
Greg Grothaus, Search Quality Team, Google
Marty Weintraub, President, aimClear
Sasi Parthasarathy, Program Manager, Bing, Microsoft
Ivan Davtchev, Lead Product Manager, Search Relevance, Yahoo
Wednesday

Ballroom A2
Ballroom A3
Room B
Room C
Ballroom A1
10:45a-12p
SPONSORED SESSION
Convert Your Visitors to Customers
Your business probably spends a tremendous amount of time, re-
sources, and capital on your website development and online adver-
tising initiatives. Yet, for many organizations,
the most challenging aspect is to retain visi-
tors and convert them into buyers. Googles
web search engine has set a high bar for relevance, speed, and ease
of use. Unfortunately, most sites dont meet these high expectations:
85 percent of site searches dont return what the user sought, and 80
percent of visitors will abandon a site if search functionality is poor
(Jupiter Research).
To help maximize ROI, Google offers a variety of tools that website
owners can leverage to optimize website trafc; analyze trafc pat-
terns, pageviews, and conversions; and provide high quality website
search. Join Google at this informative webinar to learn how you
can better utilize Google Site Search to maximize the return on your
website investment thereby converting your website visits into
incremental revenue.
Search on a Dime
Search marketing has long been touted as one of the most afford-
able ways to market a business, but these days, competition is erce.
Whats a small business on a budget to do? Come and hear the tips
and tricks that will help you pick up the valuable trafc being left be-
hind by your competitors. Learn from the best how to maximize your
exposure via organic, paid search, and local search without emptying
your wallet.
Moderator
Speakers
Stoney deGeyter, President, Pole Position Marketing
David Mihm, Director & COO, GetListed.org
SPONSORED SESSION
Bing Toolbox: Your One-Stop Shop for Better ROI
Whats an engine without the tools to help drive better engagement?
Welcome to Bing Toolbox. Toolbox is designed to build community and
provide all of the content and tools webmas-
ters, developers, and advertisers need to
enhance their sites, understand the impact of
Bings new features, and get the most out of using the Bing API, and
more.
In this workshop, the Bing Team will take you through the various
tools offered to help you get the most from Bing, including how to
submit URLs to be indexed by Bing; submit your sitemap; gain access
to Bing Webmaster Tools; and request an API key. The site is new, and
were just getting started. To close out, well open it up to the audi-
ence for Q&A and feedback to help us build the tools you want.
Speakers
Rajesh Srivastava, Principal Group Program Manager, Bing
Alessandro Catorcini, Senior Program Manager, Bing
GEEK SPEAK
Landing Page Testing & Tuning
Getting someone to click on your search ad is only half the battle.
Once visitors arrive, the landing pages you display to them are a
crucial component in converting them into buyers. This session looks
at ways to test and tweak your landing pages to get that conversion.
Note: The session is designed for those who are already familiar with
how paid placement works.
Introduction
Sage Lewis, President, SageRock.com
Solo Presentation by
Tim Ash, President, SiteTuners
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Wednesday

Ballroom A2
Ballroom A3
Room B
Room C
Ballroom A1
SPONSORED SESSION
Facebook Ads: Reaching Prospects Earlier
In The Decision Cycle
You know how powerful search marketing ads are. They get in front of
consumers who are already raising their hands for more information
about your business. But wouldnt it be great
to inuence that decision earlier to a much
larger target audience? With over 200 million
active users sharing authentic information, you can precisely reach
the right people before they start searching. Learn how to target your
exact audience, create compelling ads, optimize for the greatest ROI
and generate demand for your business on Facebook.
2:30-3:45p
FUNDAMENTALS
Discover the Power of Linking: Link Building
Basics
Discover how search engines rely on link analysis as an important
component for rank web pages. Learn also how to increase trafc to
your site by building quality links in an appropriate manner.
Introduction
Solo Presentation
Debra Mastaler, President, Alliance-Link
1-2p
AFTERNOON KEYNOTE
Keynote Speaker
Nicholas Fox, Business Product Management
Director, AdWords, Google
SPONSORED SESSION
Google Analytics & Website Optimizer: Secrets
Revealed!
Google continues to innovate, bringing more power, exibility, and
accessibility to web analytics and web content testing. Join us for
the latest news about Googles free web
analytics and multivariate testing products:
Google Analytics and Website Optimizer. Learn
straightforward, data-driven techniques to enrich your website and
increase your ROI. Come early to grab a seat. This is an event you
wont want to miss!
VERTICAL & B2B
Four Paths to Success in a Tough Travel
Economy
Travel marketers discuss the challenges of smart search marketing
in tough economic times, when leisure travelers are hard to come
by and businesses slash budgets. Experts in four key areas of travel
search marketing organic, paid, social, and local/mobile share
successful strategies and creative campaign ideas to attract and
increase trafc, proving that it is possible to generate positive ROI
with limited resources.
Moderator
Elisabeth Osmeloski, Director of Online Media, Adventures in Search
Speakers
Benu Aggarwal, Founder & President, Milestone Internet Marketing
Michelle Stern, Client Services Director, iProspect
Roger Wong, Product Manager, Bing Travel
Carrie Hill, Director of Search Strategies, Blizzard Internet Marketing
SPONSORED SESSION
Are you Leaving Cash on the Table? Measuring the
Impact of SEM Across all Your Marketing Channels
The SEM vendor community tends to ignore the simple truth that
search engine marketing is inuenced by all other forms of media.
After years of conferences, panels, case
studies, and discussions proving search is
inuenced by other media, why do so many
search marketers and vendors still view SEM in a standalone silo? In
this interactive session, Omniture will explore solutions for the wider
world of online business optimization, and explain how your SEM
campaign should be measured and managed in this broader context.
We will demonstrate actionable, hands-on solutions to issues such as
measuring ROI of paid search and SEO side-by-side; ofine activity,
including closed leads, cost of goods sold and in-store sales; keyword
attribution; and landing page optimization.
Speaker
Chris Palmarozzi, SEM Manager, CreditCards.com
CLICKZ/OMS
Social Media: Managing Conversations &
Reputations When the User Is In Control
What your customers say about you online both on your site and
elsewhere has an impact on your marketing efforts. This panel will
examine how businesses must improve internal operations before
trying to guide external conversations; provide the nuts and bolts of
carrying out a social media strategy; and share rst-hand experiences
and tips from professionals in the trenches.
Moderator
Anna Maria Virzi, Executive Editor, ClickZ
Speakers
Dave Evans, VP, Digital Voodoo
Liana Evans, Director of Social Media, Serengeti Communications
Brian Kalma, Head of User Experience & Web Strategy, Zappos
Mike Volpe, VP of Inbound Marketing, HubSpot
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Ballroom A3
Room B
Room C
Ballroom A1 Wednesday
4-5:15p
FUNDAMENTALS
The Findability Formula: The Easy, Non-Technical
Approach to SEM
To succeed in any business, you have to attract the right customers
and persuade them to buy. But on the Internet, people only see what
the search engines point to, and competition for top spots is erce. So
how do you ensure that your business gets found when prospects are
searching for solutions? Your head will be buzzing with new ideas and
a greater understanding of how search engines nd you, including
what tangible steps you can take to direct a successful online mar-
keting campaign. This high-energy and informative presentation is not
just for geeks, but designed for everyone on your team responsible for
attracting customers and driving sales.
Introduction
Solo presentation
Heather Lutze, CEO & Co-founder, Lutze Consulting
Turning Simple Change Into Big Prot
If youre a small business, you are likely leaving business on the
table due to easily corrected mistakes in your online marketing plan.
Whether its making your organic and paid search ads more tempting
to searchers, or correcting the simple mistakes that keep visitors from
converting once they reach your site, this panel will provide you with
a slew of simple changes and easy campaign testing tips that
can dramatically increase both your trafc and your conversions.
Moderator
Speakers
Kayden Kelly, CEO, Blast Advanced Media
Lance Loveday, CEO, Closed Loop Marketing
VERTICAL & B2B
The BuyerSphere Project: Understanding B2B
Buyer Patterns
A major B2B research initiative conducted by Enquiro with input
from Google, Business.com, Covario, Marketo and DemandBase
showed that most marketers arent effectively leveraging online
assets to their best potential. Among the ndings? The notion of a
strictly followed, traditional buying funnel is simply not accurate in
many instances; risk dictates buying behavior; search is incredibly
important as an integrator across online and ofine channels; and
face-to-face persuasion is still necessary in many high-risk, complex
purchases. The BuyerSphere project examines how online strategies
became articially separated from traditional best practices, how they
can be more effectively integrated, and the role of search.
Moderator
Gord Hotchkiss, President & CEO, Enquiro
Speakers
Mark McMaster, Sr. Planner of B2B & Technology Markets, Google
Ben Hanna, VP Marketing, Business.com
Chris Golec, Founder & CEO, Demandbase
Jon Miller, VP Marketing, Marketo
Dr. Matthias Blume, Chief Analytics Ofcer, Covario
GEEK SPEAK
Real-World Multivariate Testing
Companies are spending billions every year on search to drive trafc
to their sites, yet spend very little to maximize the conversion oppor-
tunity with those same customers. In this session ,you will understand
how landing page optimization through multivariate testing can
quickly affect the success of any online acquisition campaign, and
how simple changes to your landing pages can dramatically increase
online sales. Youll also see real-world examples of multivariate
implementation and learn how multivariable optimization provides
speed and direction to the testing process that is unavailable with
traditional A/B testing methodologies. Finally, youll learn how easy it
is to implement multivariable testing to your site.
Moderator
Michael Stebbins, CEO, Founder, Market Motive
Speakers
Trevor Claiborne, Product Marketing Manager, Google
Jim McDonald, Senior Manager, Search & CRM, Match.com
Ayat Shukairy, Co-founder, Invesp Consulting
David Sprinkle, Director of Paid Search, Acronym Media
CLICKZ/OMS
Social Media: White Hat vs. Black Hat
Black-hat techniques have long been criticized in search marketing;
black hat practices are now cropping up in social media. This panel
takes a hard look at the right and wrong ways to go to market with
a social media-based marketing component, and how to spot early
signs that you may be heading for trouble.
Moderator
Dave Evans, VP, Digital Voodoo
Speakers
Beth Harte, Principal, Harte Marketing & Communications
Lee Odden, SES Advisory Board & CEO, TopRank Online Marketing
Dave Snyder, Co-Founder, Search & Social
Chris Bennett, President & Founder, 97th Floor
For the latest information on SES San Joses
sessions and speakers, visit
5earchngine5trategies.cem
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10:30-11:45a
ORGANIC
SEO Through Blogs & Feeds
Not yet running a blog? Not syndicating your content through web
feeds? Then youre missing out on an important area that can help
your overall SEO efforts. Learn more about the unique advantages
blogs and feeds offer to search engine optimization.
Moderator
Joshua Palau, VP, Search, Razorsh
Speakers
Amanda Watlington, Owner, Searching for Prot
Dixon Jones, Managing Director, Receptional LTD
Sally Falkow, President , PRESSfeed
Lee Odden, SES Advisory Board & CEO, TopRank Online Marketing
Jim Hedger, Lead Blogger, Webmaster Radio
ADVANCED PPC
Advanced Paid Search Techniques
How can you best tap into long-tail terms? Are there targeting tech-
niques youre overlooking? This session examines these and other
techniques to help you get more out of paid search.
Moderator
Speakers
Thomas Bindl, Founder & CEO, Rened Labs GmbH
Bill Lan, VP of Account Development, Efcient Frontier
Andrew Goodman, SES Advisory Board & Principal, Page Zero Media
Ari Levenfeld, Manager Client Services, Ask Sponsored Listings
ORGANIZATIONAL
Electronic Contacts & the Long Arm of the Law
Marketing and selling products and services over the internet requires
a website and little else. However, the ease of e-commerce over
brick-and-mortar business does not preclude the legal require-
ments that are unique to Internet businesses situated anywhere in
the world. Even offshore online businesses can be held accountable
under a variety of U.S. federal and state laws concerning gambling.
For example, New Yorks long-arm statute can be used against an
Internet business that may have even very limited contacts in that
jurisdiction. Courts interpret communications and transactions to be
sufcient using very little cause. This discussion will highlight these
and other little-known facts that can entrap an otherwise successful
online business.
Moderator
Beyond Ink
Speakers
Robert Friedman, Partner, Kelley Drye & Warren
Mark Rosenberg, Of Counsel, Sills Cummis & Gross P.C.
CLINIC
Extreme Makeover: Live Site Clinic
This interactive session takes volunteers from the audience and
examines their websites live to provide general feedback about
improving them to gain more trafc from search engines.
Moderator
Elisabeth Osmeloski, Director of Online Media, Adventures in Search
Speakers
Tiffany Lane, Search Quality Team, Google
Greg Boser, President, WebGuerrilla LLC
GEEK SPEAK
Ads in a Quality Score World
More and more, ranking well in paid search listings is less about how
much you pay and more about the quality of your ad campaign.
But what goes into making up your quality score? In this panel, well
take a closer look at quality factors and give tips on increasing the
perceived relevancy of your campaigns.
Moderator
Speakers
Mary Berk, Senior Product Manager, Microsoft
Tomaso Pozzi, Product Manager, Core Model & Optimization,
Yahoo! Search Marketing
Ken Miller, CEO, Anchor Intelligence
Jonathan Alferness, Group Product Manager, Google
Tom Cuthbert, President & Founder, Click Forensics
MORNING KEYNOTE
How to Prepare for the Future of
Search
Keynote Speaker
Charlene Li, Co-Author, Groundswell
Founder, Altimeter Group
inspiratien te take search marketing te the next |eve|. 1hat,

and the mating habits eI redee c|ewns.
LAURA LIPPAY, YAHOO
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Ballroom A1
Ballroom A3
Room B
Room C Thursday
ORGANIC
News Search SEO
News search engines offer a great way to receive targeted trafc
related to breaking topics or to help with a public relations launch. In
this session, we look at how to make use of press releases and news
content to tap into the power of news search.
Moderator
Mark Jackson, SEW Expert & President/CEO, VIZION Interactive
Speakers
Dana Todd, CMO, Newsforce
Lisa Buyer, President & CEO, The Buyer Group
David Radicke, Consultant, SEO/SEM, Web Analytics, Radicke eCommerce
Allison Fabella, SEO Manager, The Atlanta Journal-Constitution
12:45-2p
ADVANCED PPC
The New Search ROI: Measuring More than
Conversion
Smart search marketers today realize its not enough to simply mea-
sure conversion to get an accurate picture of the overall ROI of their
paid search programs. Internet sales typically account for 5 to 20
percent of a companys revenue, but inuence as much as 40 percent
of sales. Paid search conversions are inuenced by more than just the
last click. This session will focus on best practices and practical tech-
niques that marketers can use to get started with multi-conversion
measurement. Learn to measure the real effectiveness of every click,
to make better, more accurate keyword buying decisions, and more
accurately gauge the real ROI of search programs.
Moderator
Jeff Ferguson, Senior Director, Online Marketing, Local.com
Speakers
Chris Wine, Director of Product Marketing, Marin Software
Thomas Bindl, Founder & CEO, Rened Labs GmbH
James Colborn, Director, Microsoft Advertising, Microsoft
Aiko Yoshikawa, Sr. Product Manager, Yahoo! Advertising Products
Leigh McMillan, SVP & GM, Marchex Call Analytics
ORGANIZATIONAL
Brand, Trademark, & Reputation Management
Now that Google has lifted the ban on trademark terms in search ads,
should we expect an immediate inux of brand names
in Google keyword ads? Should you use a competi-
tors trademark in your own search advertising? What
if a competitor has an ad running on your trademarked
brand name? Is it worth engaging professional legal
help? What if bloggers are posting negative or false
claims? This session will explore of these and other issues.
Moderator
Speakers
Lori Weiman, CEO, The Search Monitor
Brian Kaminski, EVP, Managing Director, iProspect
Simon Heseltine, Senior Marketing Manager, AOL, LLC
Paul Elliott, Partner, Search & Media/Analytics & Optimization, Rosetta
Mark Rosenberg, Of Counsel, Sills Cummis & Gross P.C.
Michael Fertik, CEO, ReputationDefender
CLINIC
Extreme Makeover: Live Twitter & Blogging
Clinic
improving their usage of Twitter and blogging.
Moderator
Speakers
Jennifer Slegg, CEO, JenSense.com
GEEK SPEAK
Follow the Carrot: Cool Mobile Apps
User migration to a mobile environment is driven not only by informa-
tion and communications requirements, but also a host of applica-
tions that are useful, quirky, or just plain fun. App developers and
experts explain how these apps hook users, demonstrate their rapid
growth trajectory, and explore what might be in store for the future.
Moderator
Michael Boland, Analyst, The Kelsey Group
Speakers
Cindy Krum, Chief Executive Ofcer, Rank-Mobile, LLC
Doug Leeds, President, Ask/Dictionary.com
Rachel Pasqua, Director of Mobile Marketing, iCrossing
Min Chan, Director & GM of Mobile Products, AT&T Interactive
ORGANIC
Advanced SEO Roundtable: What is it Really?
And Where is it Going?
Its been said that you stand a better chance of getting two SEOs to
share a toothbrush than to agree on a common denition. If thats so,
what really qualies someone as an advanced SEO expert and how
should the next level of SEO be dened? Dont miss what is sure
to be a spirited debate as we try to separate the art from the sci-
ence, and gure out what actually constitutes an advanced SEO.
Moderator
Speakers
Bruce Clay, President, Bruce Clay, Inc.
Todd Friesen, VP Search, Position Technologies
Todd Malicoat, Independent Search Engine Marketing Consultant,
stuntdubl
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Ballroom A1
Ballroom A3
Room B
Room C
ADVANCED PPC
Advanced Keyword Research
Mark Twain famously said that the difference between the right word
and the almost right word is the difference between lightning and a
lightning bug. When it comes to effective keyword research, nothing
could be more true. Carefully tailored keyword research not only
helps determine the success or failure of your entire search market-
ing campaign, but it can also provide a way of better understanding
your visitors and their intentions. Join us for an in-depth discussion
as we move beyond the basic keyword research tools to zero in on
advanced tips and techniques for taking your SEO or PPC campaign to
the next stage.
Moderator
Beyond Ink
Speakers
Brad Geddes, Founder, bgTheory.com
George Popstefanov, Account Leader, Range Online Media
Corey Perlman, President, eBoot Camp, Inc.
ORGANIZATIONAL
Independent SEM/SEOs: Issues & Answers
While building their businesses, many SEMs and SEOs y by the seat
of their pants. Many small to medium-sized independent SEO and
SEM agencies may not be able to get the errors and omissions insur-
ance offered to larger agencies. Is your business protected against
signicant Google overspends? How has the current economic
climate affected smaller agencies? What about competitive position-
ing how can you enhance your companys value in 2009?
Moderator
David Hoffman, Founder, Search Smart Marketing
Speakers
Kathleen Fealy, President, KF Multimedia & Web, Inc.
Frank Watson, CEO, Kangamurra Media
Heather Rogers-Symon, Asst. Director BizDev, HUB Intl, Northeast
Yuval Marcus, Partner, Leason Ellis LLP
Paul Forster, CEO, Indeed
CLINIC
Extreme Makeover: Live Landing Page Clinic
improving their landing pages.
Moderator
Heather Lutze, CEO & Co-founder, Lutze Consulting
Speakers
Tim Ash, President, SiteTuners
Jonathan Mendez, Founder & CEO, RAMP Digital
GEEK SPEAK
Images & Search Engines: Getting the Full
Picture
Its been said that a picture can be worth a thousand clicks. If your
website has a lot of product images or contains many images as part
of the design, you cant afford to miss this session. Join us as we
explore enhanced image search along with image links, geo-tags,
accessibility issues, alt attributes, surrounding text, ltering concerns,
le sizes, image-specic search engines and a host of other impor-
tant considerations for capturing targeted trafc.
Moderator
Brian Ussery, Director of SEO, Search Discovery
Speakers
R.J. Pittman, Director of Product Management, Google
Eric Enge, President, Stone Temple Consulting
Todd Schwartz, Group Product Manager, Bing, Microsoft Corporation
Kaushal Kurapati, Director of Product Management, Yahoo! Search
ORGANIC
Storyteller Marketing: The Art of Storyteller
Matches Up With the Business of Marketing
One communication method that beats all others when it comes to
delivering a memorable, motivating, and meaningful message: telling
a story. This session will show you how the framework of storytelling
can be used to deliver real advertising results by generating content
that communicates. Youll learn the ve basic story types, how to ana-
lyze the stories around your brand, and how to create a solid strategy
for generating, changing, or renewing great brand stories. Great
search strategies are built around great content; this session will give
you the economic and social tools you need to create that framework.
Moderator
Stewart Quealy, SES Advisory Board Co-Chair & VP, Content
Development, Incisive Media
Speakers
Sally Falkow, President , PRESSfeed
Gary Stein, Director of Strategy, Ammo Marketing
Brian Lewis, VP, Engine Ready
3:45-5p
ADVANCED PPC
Brainstorming the Paid Search Super Tool
The competition is erce in paid search. From small in-house ac-
counts to ones with millions of keywords, its the new advances in
SEM technology that might just make the difference
between success and failure. Are there tools you could
be using right now to help double your conversions,
lower your costs, or save your team hours of time every
week? At this panel, top paid search tool vendors will
showcase their latest features in bid management,
campaign workow efciencies, and reveal what the future holds for
the industry. Additionally, the audience will be asked to brainstorm
what the paid search super tool should include and create a wish
list recommendation to tool providers.
Moderator
Joshua Dreller, Director of Media Technology & Analytics, Fuor Digital
Speakers
Larry Kim, VP of Products, WordStream, Inc.
Eduardo Llach, CMO & Co-founder, SearchRev
Bill Mungovan, Senior Director of SearchCenter, Omniture
Wister Walcott, Co-founder & VP of Products, Marin Software
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Ballroom A1
Ballroom A3
Room B
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ORGANIZATIONAL
In-House SEO: Structuring the Organization for
Success
Managing SEO in-house at mid- to large-sized organizations can
pose many challenges. In this session youll learn how to manage
a successful in-house SEO program that runs smoothly. There are
many groups involved in SEO besides the subject matter experts, and
if youre responsible for SEO, you need to learn and implement these
tactics that will increase productivity and reduce frustration. Now you
can build a well-integrated search marketing program that thrives on
support from all levels of the company.
Moderator
Speakers
Melanie Mitchell, SVP, Search Strategy, Digitas
Jessica Bowman, SEO Strategist & In-House Expert, SEMinhouse.com
Laura Lippay, Director of Technical Marketing, Yahoo!
GEEK SPEAK
Search Becomes the Display OS
Search advertising, the one-time bastard stepchild of Internet market-
ing that only ve years ago barely existed is now poised to
double the spend of display advertising in 2009 (eMarketer). With
the continued decline in display performance, some people believe
the only thing that will save display advertising is making it more
like search. This session explores these leading-edge ideas and
technologies, and provides some early case studies for the effec-
tiveness of making search the operating system for display. We will
provide examples, the amazing results achieved, and ads that are not
only search applications themselves but that can be purchased and
targeted based on the keyword.
Moderator
Speakers
Jonathan Mendez, Founder & CEO, RAMP Digital
Jamie Stone, VP, Advertising Solutions, Resolution Media
Rajas Moonka, Group Business Product Manager, Google Inc.
Scott Rafer, CEO, Lookery
Josh Jacobs, VP & GM, Advertising Technology, Yahoo! Inc.
Th0rsday, A0g. 13 Sao Jose Narr|ott
Keynote: Google 9-10a
TV has aspired to the same kinds of targeting that online advertising offers for years, but
now its nally becoming a reality. Googles Steve Stukenborg will talk about address-
able TV and the growing connections between online and ofine advertising.
Introduction Steve Espinosa, eLocal Listing
Speaker Steve Stukenborg, Google TV Product Manager
Local Search Ranking Factors 10:30-11:05a
Want to know how to get better position in local search results and what factors are be-
ing considered by the Google algorithm? Local is different than regular SEO. This session
will cover the factors and criteria you need to know in order to get your clients ranked.
Moderator Greg Sterling
Speakers Steve Espinosa, eLocal Listing; David Mihm, DavidMihm.com
What Kind of Online Products do SMBs need? 11:05-11:45a
There are literally dozens of companies selling search marketing to small businesses
(SMBs). But most SMBs are unsophisticated about online marketing and theres a high
degree of advertiser churn. What do SMBs really want and need from online marketing,
and how is the product mix changing with the rise of online reviews and social media?
This session will take a look at what products really deliver value and how to acquire
and retain SMB advertisers.
Speakers Todd Johnson, VP of Sales, eLocal Listing; Ben Saren, CEO, Citysquares
Q&A: Google Maps, Yahoo! Local, & Bing 12:45-1:30p
Have a question for the top two local sites on the web? Yahoo, Google, and Bing sit down
with us for a one-on-one discussion to go over all your local questions.
Moderator Jason Calacanis
Speakers Atif Raq, head of Yahoo Local; Jennifer Chin, Google;
Kevin Hagwell, Senior Product Manager, Microsoft
Using Facebook & Twitter to Drive Local Leads 1:30-2:10p
Social media represents a growing part of the online user experience and an important
potential driver of leads to local businesses. How are companies taking advantage of
social media as stand-alone channels or in conjunction with other media?
Moderator Steve Espinosa, eLocal Listing
Speakers Sarah Smith, Facebook; Aaron Irizarry, ThisIsAaronsLife.com;
Will Scott, Search Inuence, CEO
LBS & Mobile: What to Realistically Expect 2:15-2:50p
It has been the year of mobile for almost a decade. But the iPhone, Android and other
smartphones are making that promise real and pointing toward a future where handheld
devices are at least as important as the PC. LBS is a central part of mobile, but is it the
killer app? This session provides insight into the range of things that marketers should
be thinking about.
Speakers Mike Boland, Local Search Analyst, The Kelsey Group;
Ed OKeefe, VP of Product, Marchex
Up Close & Personal with Yelp! 2:50-3:30p
Jason Calacanis sits down with the CEO of Yelp! as we take a look inside at the success
of Yelp! and the huge fan base it brings with it.
Moderator Jason Calacanis
Speaker Jeremy Stoppleman, CEO, Yelp
Local Search: Where Are We Today? 3:45-5p
Local search has continued to grow in popularity and importance for consumers and
become an important battleground for search engines and directories. But from an
ad revenues standpoint, local search is still misunderstood by many and arguably still
falls short of its potential. The leading practitioners and observers in the space offer a
realistic assessment of where the market is and where it might be in three to ve years.
This session will also feature lots of audience interaction and Q&A.
Moderator Steve Espinosa, eLocal Listing
Speakers Kevin Hagwell, Senior Product Manager, Bing; Sarah Smith, Facebook;
Jennifer Chin, Google; Atif Raq, Yahoo; Andrew Shotland, Local SEO Guide
www.localsearchsummit.com
CLINIC
Extreme Makeover Live! Why Am I Not Making
Enough Sales?
Are you one of those companies that gets plenty of visitors but only
about 2 percent of those that visit convert into a sale or a lead? This
interactive session takes volunteers from the audience and examines
their websites live to show you why you arent making enough sales.
Do you know the main issues holding your website from converting
visitors? Our panel of experts will make sure you walk away from this
session with a great deal more insight about the factors that cause
your website to act like a leaky bucket and what to do about them.
Moderator
Amanda Watlington, Owner, Searching for Prot
Speakers
Brendan Regan, Persuasion Analyst, FutureNow, Inc.
Darrell Benatar, Co-Founder, UserTesting.com
Daron Babin, Co-Founder, Webmaster Radio
S
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BALLROOM 1&2 (8a-12p)
Search Engine Optimization (SEO) Workshop
A search-engine friendly website is a user-friendly, search-friendly, and
persuasive site that converts visitors into buyers. For a site to be search-
engine friendly, it must meet the terms and conditions set by the search
engines (Google, Yahoo, MSN Search, Ask, etc.) Additionally, the site must
satisfy the needs of site visitors. Ultimately, the site must be protable for
the website owner. Can a single site satisfy all of these groups?
Who Should Attend?
Anyone who promotes websites. Web marketers should understand all
parts of a search marketing campaign: optimization, shopping search,
paid inclusion, and pay-per-click solutions.
Instructor
Shari Thurow is the founder and SEO director at Omni Mar-
keting Interactive, a full-service SEO, web design, and web-
site usability rm. She has designed and promoted websites
since 1995; clients have included Yahoo, Microsoft, America
Online, ABC News, HSBC, Expedia, and WebMD.
WILLOW (8a-12p)
Real Big Ideas for Real Small Businesses
As the economy continues to falter, consumers and businesses are tight-
ening their belts. That means less money being spent by consumers and
less money available to marketers to reach them. For small businesses
on tight budgets, the inability to advertise can be the kiss of death. But for
small businesses with a bit of creativity and an understanding of online
marketing, the Internet can be a lucrative launch point.
Who Should Attend?
Small business owners and the marketers who work with them. This
workshop will provide an overview of the many online marketing chan-
nels you can use at little to no cost to your small business. If youre look-
ing to gain a better understanding of how search engine marketing, blog
marketing, and social media can help you reach new customers, learn
more about the customers you have, and make dramatic improvements
to your business, this workshop is for you.
Instructor
Jennifer Evans Laycock is the director of social media at SiteLogic. She
crafts creative online marketing and communication plans
based on observation of online consumer behavior and an
extensive knowledge of social media communities. In addi-
tion to her position at SiteLogic, Laycock has also spent ve
years as editor-in-chief of Search Engine Guide, a popular
industry site focused on educating companies about the
various aspects of online marketing. She is a highly requested speaker
and trainer and is also the author of two books, including the Small Busi-
ness Guide to Search Engine Marketing.
BALLROOM 5&6 (8a-12p)
YouTube & Video Marketing Workshop
More than 145 million Americans watched more than 13 billion videos in
February 2009. This means more than 75 percent of the total U.S. Internet
audience watched an average of 90 videos per viewer during the month.
The duration of the average online video was 3.5 minutes, so the average
online video viewer watched more than ve hours of video. To put this into
perspective, thats more Americans than watched the Super Bowl for a
longer amount of time than the pre-game, rst half, halftime and second
half put together. With online video reaching the mainstream, marketers
are scrambling to understand how to seize this new opportunity.
Who Should Attend?
Internet marketers, search engine marketers, business marketers, sports
marketers, event marketers, product marketers, corporate marketers, and
entrepreneurial small business owners. The workshop is also for YouTu-
bers who already shoot their own videos and post content online, includ-
ing the comedians, directors, gurus, musicians, partners, politicians and
YouTubers who have created two to three million channels on YouTube.
Instructor
Greg Jarboe is the president and co-founder of SEO-PR, a search engine
optimization rm, public relations agency, and video pro-
duction company. Greg is a frequent speaker at Search En-
gine Strategies and is the news search, blog search, and PR
correspondent at SearchEngine Watch.com. Hes regarded
as a pioneer and leading authority on online publicity. He
is writing a book, YouTube and Video Marketing: An Hour A
Day, which will be published in August by Wiley.
Search Training Workshops: Friday, Aug. 14
SES presents search engine marketing (SEM/SEO) training. These intensive workshops will provide you
with the tools and hands-on exposure you need to become and remain a top performer in your eld.
This in-depth training in a small class setting means that your instructor is readily accessible for informal
one-on-one or small group discussions. Not only will you walk away with the knowledge and skills you
need to be a successful search engine marketer, you will also jumpstart your career and learn how to
improve your business results. No matter where you are in the SEO/SEM process and whether youre a consultant, site designer, website owner, or
in-house marketing professional you cannot afford to miss this opportunity to learn rsthand the latest developments in search engine marketing.
Training can be taken in addition to the SES San Jose conference or independently, as workshops take place on the Monday prior and Friday following the event.
For more information, visit SearchEngineStrategies.com/sanjose/training.php
Search Engine Optimization (SEO) Workshop Real Big Ideas for Real Small Businesses YouTube & Video Marketing Workshop
7:30-8a
8a-12p
12-1p
1-5p
Managing Complex Search Programs
Getting Fluent in Search Marketing:
A Fast-Track for Senior Managers
Mobile Marketing 101
Continental Breakfast
Lunch Break
San Jose Marriott
Ballroom 1 & 2
San Jose Marriott
Willow
San Jose Marriott
Ballroom 5 & 6
Both Mondays and Fridays
training workshops will take place
in the San Jose Marriott.
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BALLROOM 1&2 (1-5p)
Managing Complex Search Programs
Big sites especially those of multi-brand and multi-national companies
face complex challenges when it comes to search marketing. Whether
you operate a small site and want to learn how the big boys do it, or
youre tasked with managing a complex site, this workshop will give you
the tools, ideas, and motivation to begin deploying a world-class search
program in your organization. Search is often considered an isolated tac-
tic, so well explore how large companies are integrating search into the
marketing mix to complement overall performance. Well also review best
practices in identifying gaps in your program as well as how to integrate
paid and organic search.
Who Should Attend?
Companies who want to understand how large sites tackle search
marketing; anyone tasked with managing a large-scale or global SEO
program; and anyone currently managing a search program with minimal
resources.
Instructor
Bill is considered a top thought leader on global search engine market-
ing and social media. He is an internationally-recognized
search marketing expert who has spoken at conferences
in over 30 countries. Bill was previously CEO of two of the
largest global search marketing rms, Global Strategies and
Outrider both of which were acquired by WPP. As CEO,
Bill grew both companies, oversaw global expansion, and
provided strategic search marketing services for Fortune 100 companies
such as Adobe, Cisco, IBM, Intel, Nestle, P&G, and Zurich Financial.
WILLOW (1-5p)
Getting Fluent in Search Marketing: A Fast-Track
for Senior Managers
With search marketing gobbling almost half of all online marketing dol-
lars, its imperative for all entrepreneurs and C-Suite management to be
uent in search. This fast-paced training session is designed to give the
senior manager a jumpstart on the critical issues related to managing
this key marketing function. It will rip through the alphabet soup of search
the PPC, SEO, SEM, and CMS acronyms and delve into why you
must align search to meet strategic marketing goals, budget for this key
marketing effort, nd the KPIs that t your organization, and break down
the barriers to success. The workshop will provide a framework for those
who must manage search marketing at the senior level.
Who Should Attend?
Entrepreneurs, C-suite executives, and senior managers who must
manage the strategic direction and allocation of resources for marketing
in online and ofine channels, and want to rapidly develop an in-depth
understanding of the fast-changing search channel. Whether youre new
to search or a seasoned veteran, this workshop will help take you to a
new level of understanding.
Instructor
Amanda Watlington is owner of Searching for Prot, a search market-
ing consultancy focusing on the interaction of the con-
sumer with businesses, using search engines, RSS, blogs,
podcasting, and other new media to deliver messages. An
industry thought leader and an internationally-recognized
speaker, Amanda has led sessions on search marketing,
web strategy, and social media at Search Engine Strategies,
Webmaster World, ad:Tech, and DMA. She blogs on Blogs and Feeds
and on SearchEngineWatch.com.
BALLROOM 5&6 (1-5p)
Mobile Marketing 101
In this training session, attendees will learn basic mobile marketing
strategies that are attracting mobile trafc today. The session will focus
on mobile SEO, but will also touch on driving trafc and conversions with
mobile applications, text messaging, and mobile e-mail. Youll learn what
you need to know to develop, launch, and track a mobile marketing strat-
egy. Students are welcome to bring their laptops to this session; wireless
access will be provided.
Who Should Attend?
This program is intended for mobile and traditional SEO/SEM consultants,
site designers, developers, in-house search engine marketing specialists,
agency representatives, and Internet consulting professionals who want
to make the most of the opportunity search engines offer.
Instructor
Cindy Krum is passionate about bringing creative online marketing solu-
tions to Rank-Mobile clients, working with them to develop
high-level mobile and international marketing strategies.
Cindy speaks at national and international trade events
about mobile web marketing, social network marketing, and
international SEO. She served as the co-chair of the SEMPO
emerging technologies mobile web task force and is an
active member of the search community.
Additional Training Workshops: Monday, Aug. 10
These training workshops are produced in partnership with SES. To register, or for more information, visit www.SearchEngineStrategies.com/sanjose
$ Search Engine Optimization Training
(8:30a-5:30p)
Focusing on white-hat, search engine-compliant
SEO methods, the course covers techniques allow-
ing you to change your sites while staying away
from the techniques that will get you in trouble. Oth-
ers that have completed the extended course have
raved about it; this training will be no exception.
Instructor: Bruce Clay, President, Bruce Clay, Inc.
$ Web Analytics for Site Optimization
(8:30a-5:30p)
How do you make your website better? If this is
your challenge, then this is the workshop youve
been waiting for. Well give you the tricks, tools
and techniques needed to improve site navigation,
increase engagement, and boost conversion rates.
Instructor: Jennifer Veesenmeyer, Stratigent, LLC
$ Integrating Search with Best Practices in
Social Media, E-mail, etc. (9a-12p)
Heres your chance to brush up on the fundamentals
of your online marketing strategy, so you can inte-
grate search marketing with the best practices of
social media, e-mail, website usability and analytics,
and learn how each aspect can help the others.
$ Search and Social Media Tactics and Case
Studies (1-4:30p)
Firm up your strategic goals for SES by hearing
experts stories and leading brand case studies
on how to pull all your online efforts together to
execute at the highest level.
Instructor: Aaron Kahlow, Chairman & Founder,
Online Marketing Summit
$ SEO & Direct Marketing Tactics for
e-commerce Websites (9a-12p)
In the world of ecommerce, merchants must have
an acute awareness of SEO to compete. However,
principles of direct marketing must also be applied
to increase sales rates, impression, and visibility of
your website.
Instructor: Matt Bailey, SiteLogic
$ Social Media Marketing & SEO: Working
Together for Dramatic Results (1-4p)
This intensive workshop will help companies better
understand the social web and how a combination
of social media and SEO can increase awareness,
better connect with customers, and grow sales.
Well explore strategy development and more.
Instructor: Lee Odden, CEO, TopRank Online
Marketing
Want to learn more?
Clay will be giving the 9 a.m. keynote on
Day 1 of SES San Jose (Tuesday, Aug. 11).
For more information, visit
SearchEngineStrategies.com/sanjose
Stewart Quealy: In Here Comes Everybody,
you say that communication tools don`t get
socially interesting until they get technologi-
cally boring. How does that insight apply
to social media utilities like Facebook and
Twitter?
Clay Shirky: The last 12 months have seen a
shift in both Facebook and Twitter in just this
direction. For Facebook, the shift happened
when the 'over 35 group became the fast-
est-growing age group; once the basic value
of the service became clear,
people stopped regarding it
as a kid`s toy, and starting
thinking of it as part of their
daily lives. With Twitter, it
was a bit more explosive,
as events in Moldova,
Guatemala, and Iran saw
protesters adopting it as a
way of coordinating their
actions, because they`d learned to take
its basic functions for granted.
SQ: I`ve heard you complain about the
trauma of trying to unlearn a childhood spent
watching Gilligans Island. Can you expand
on that regret, along with your notion of a
cognitive surplus that we all developed
during the age of TV?
CS: The idea of a cognitive surplus is pretty
simple: We all have an enormous amount
of free time every week free time which
previous generations fought long and hard
to win for us in the battle over the shape of
working life. Yet, in the second half of the
20th century, the principal use of that free
time became watching television, which is
now an unpaid half-time job for everyone
over 30 or so.
One big change in the current era is the
rise of large collaborative projects - things
like Wikipedia or alternate reality games,
where free time becomes something spent in
a more engaging way because it`s spent in
group activity. Cognitive surplus is simply
a label for being able to think of the free
time of the connected world in aggregate, as
a surplus that can be used in the pursuit of
these social projects.
SQ: What do you mean when you say that
media is actually a triathlon - it`s three
different events?
CS: The media landscape many of us grew up
in was given over to almost pure consump-
tion, but it turns out that people also like to
produce, and we like to share. Many of the
surprises in the current media landscape,
from mailing lists to BitTorrent, come about
because tools that help us with producing or
sharing are adopted with rabid enthusiasm -
a result that still seems to surprise traditional
media outlets, even though these effects have
been constant for nearly 20 years now.
SQ: You seem to reference the open source
movement frequently in your book. Why
does open source reduce the cost of failure
but not the likelihood of failure?
CS: The effect of failure is likelihood times
cost, but most organizations spend a dispro-
portionate amount of time trying to reduce
the likelihood of failure. Open source meth-
ods involve lots and lots of public explora-
tions of various options, because its practi-
tioners recognize that working digitally can
lower the cost of failure, allowing them to
be more experimental because the risks are
lower.
SQ: It`s been said that a wealth of informa-
tion creates a poverty of attention. In this age
of information overload, is civilization really
revving itself into a pathologically short
attention span like Stewart Brand contends?
CS: Yes, but that always happens. People
had the same complaint about printed books
versus hand-copied ones, then about the
spread of newspapers, then the telegraph,
then paperback books, and so on. Every new
abundance breaks the old flters, and since
people seem almost categorically unable to
view their own circumstances as accidental,
we get ourselves in a lather about 'the end of
civilization and so on.
Then someone invents new forms of flter-
ing, and we forget that the information over-
load problem seemed like a dire threat. Right
now, we`re in the interregnum where the
old forms of fltering are truly broken, but
our tools for restoring some sense of order
and shielding ourselves from too much
chaos - aren`t yet in place. Anyone who
has a real, working tool for helping people
sort the good from the mediocre in this land-
scape has a better than even shot at building
a successful company, since the need for that
kind of fltering is so great.
SQ: Regarding the controversy surrounding
the recent Iranian presidential election, you
said that this is the frst revolution that has
been catapulted onto a global stage and trans-
formed by social media. Were you surprised
when photos from Iranian citizen journalists
made the front page of The New York Times
through the photo community Demotix?
CS: I wasn`t surprised, no. In fact, photos
have long been crowdsourced - the best and
earliest documentation of the 7/7 London
transport bombings were from mobile
phones. I think the real surprise of the Iranian
revolution was the fact that people outside
Iran weren`t just watching but helping, by
forwarding messages and setting up ways to
route around Iranian censorship. It was the
fact not just of global observation, but global
participation, that I found so striking.
SQ: The mass amateurization of publishing
and a switch from 'Why publish this? to
'Why not? is a paradigm shift that traditional
media has trouble accepting. Do you feel
that the death of the The New York Times is
just around the corner, as Michael Hirschorn
infamously argued in The Atlantic?
CS: No the Times is too essential to
do anything as dramatic as die. I do think,
however, that its position in the media
landscape is eroding, because its infuence
on setting a public agenda is increasingly
a result of the public itself helping set that
agenda.
Clay Shirky is a writer, educator, and consultant on the
social and economic effects of Internet technologies.
He is an adjunct professor at New York University in the
graduate interactive telecommunications program. An
acknowledged expert on collaboration tools, social
networks, peer-to-peer sharing, and open source de-
velopment, Clay has spoken and written extensively on
the Internet since 1996. In his new book, Here Comes
Everybody, he explores how organizations and indus-
tries are being upended by open networks, collabora-
tion, and user appropriation of content production and
dissemination. @cshirky
Stewart Quealy is VP of content
development for Search Engine
Strategies. Hes been part of the
SES content team since 2001 and
plays a key role in programming
Incisive Medias interactive mar-
keting events. Previously, he was
part of the Jupitermedia team that
launched emerging technology events such as Grid
Computing Planet and ClickZ Online Video Advertising.
interview: C', '''', /.'c. Here Comes Everybody
By Stewart Quealy
FOCUS: cc'' cc'
S
earch marketing has been one of the few advertis-
ing channels that has weathered the recession with
fying colors. The accountability of search marketing,
especially with retail and transaction driven businesses,
makes the return of the expenditure easily justifed.
But what do your actions really tell your CEO about business
performance? Sure, you have a report that says your expenditure of
$10,000 drove 200 conversions, and it`s great to point to top-line
revenue growth. However, what that report doesn`t indicate is how
many dollars and cents your efforts have driven to the bottom line of
the company`s P&L statement. Today`s cutting-edge search market-
ers are doing just that.
We talk endlessly in this industry about conversions being the
holy grail of our efforts. Conversion rates, and increasing them, will
be the topic of many discussions here in San Jose this week. And
this is certainly a good place to hone our efforts.
By Ron Belanger &
Bill Mungovan
But with today`s ever-discriminating
CEO, we need to do better. We can`t just
indicate that we drove 200 sales, because
those might not be the types of sales we`re
after. Not all conversions are worth the same
to your business: Some conversions will cost
you money, while others will generate rich
returns.
Only by tying the online search activity
and resulting conversion to our CRM and
sales databases can we truly establish a story
around how proftable our search activities
really are.
For example, it may turn out that certain
keywords are effcient at driving conver-
sions, but upon further analysis, we fnd that
those conversions are of relatively low value
due to high return rates, credit card failures,
small order size, or low margin products
being purchased repeatedly. It could also turn
out to be the exact opposite scenario, where
there may be a busi-
ness case to justify a
higher CPA for certain
types of conversions.
Marrying search
data with sales and CRM platforms is not a
futuristic dream; it`s a reality today for many
companies, agencies, and search market-
ers. Here, we`ll lay out a basic framework
to follow.
Technology
The frst step in planning to roll out a
proft optimization strategy is knowing
what will be required from a technology
perspective. Obviously, you`ll need to estab-
lish a way of feeding your traditional order
fulfllment systems some parameters around
which keyword drove the sale, which engine
it came from, and how much you paid to
acquire that customer.
Some rudimentary ways of doing this are
with custom tags, unique phone numbers, and
dynamically-generated landing pages. While
these types of efforts don`t scale particularly
well, it can get you started. In these types
of scenarios, you are fagging each sale with
some of the rudimentary search data that will
be required for your analysis. For example,
order 112 came from Yahoo for the keyword
'fat screen tv.
A better way of solving this need is
through an automatic data sync, done with
APIs. This allows for richer data to be
collected and analyzed in real-time. Some
of the more common platforms employing
this kind of solution include SAP, Oracle,
and Salesforce.com. This allows for the
full power of the technology platform to be
leveraged, along with the enhanced intelli-
gence brought to the sale through the acqui-
sition parameters.
Reporting
Getting systems connected is important,
but perhaps even more important is extract-
ing actionable insights from the connection.
Today`s proft optimizers want to know
which conversions are high value and which
are low value, so that they may quickly make
crucial decisions. Yes, it`s an extra data set
to examine and we all know how much
data there already is to analyze. This is why
the reports need to be simple, updated in real
time, and most importantly, actionable.
Optimization Tactics
Now that you have your systems talking
and you`re getting good reports, what do
you do next? From the
reports, you should be
able to do some basic
segmentation work
around stratifying
your conversions into high value, aver-
age, and low value.
Much like in traditional search market-
ing, you`ll want to identify outliers, trends,
and commonalities amongst the groups. For
example, are certain keyword categories
generally driving more proftable sales? Is
there a way to expand keyword sets, and
reallocate budget in an attempt to capture
more of the high value sales? Most of us deal
with an annual budget allotment, and we`ll
want to make best use of that budget as the
business year progresses.
You will also want to modify your bid
rules to capture more of the high value traffc.
Many bid management platforms allow for
complex if/then bid rules, which allow the
marketer to incrementally and cautiously
- get more aggressive with bidding,
providing certain performance criteria are
met (order size, product SKUs). This allows
for true scale, and puts the power of bid
management into your proft maximization
practice. Concurrently, you won`t be risking
your daily budget with unproven tactics or
black-box optimization systems - particu-
larly if those black-box systems are running
on incomplete, on-site-only data.
We are constantly amazed at how smart
and aggressive our customers are in the
search marketing space. One of our clients,
Vintage Tub and Bath, utilized proft optimi-
zation strategies to get much smarter about
their search efforts. Essentially they tied
their search marketing efforts to their phone
center, where most of the sales occurred
due to the high ticket nature of the business
(not a lot of people buy bathtubs online, as
you might imagine). This allowed them to
double-down on keywords that were produc-
ing the more proftable sales through their
call center and minimize those that were
driving small orders.
'Our call center is responsible for a
signifcant amount of revenue. If someone
is putting in thousands of dollars for an
order, they want to make sure they`re buying
what they need, says Allan Dick, CMO
and senior plumbing evangelist for Vintage
Tub & Bath, a top 500 online retail site. 'We
needed to understand our ad spend not just
on the keyword level, but on the revenue
and proft level. And we needed to under-
stand how our online ad spend drove offine
revenue.
The ability to connect offine costs and
revenue with online ad spend, all the way
down to the keyword level, has given Vintage
Tub & Bath valuable insight not only into
which specifc keywords drive revenue, but
which keywords drive proft.
While search marketing remains an excit-
ing and dynamic feld, we are even more
excited about proft optimization. Those
marketers who understand the bottom-line
results of their efforts will be in the best
position to win during these trying times.
Ron Belanger is VP of worldwide
agency sales for Omniture. He is
responsible for leading Omnitures
agency program and managing
strategic agency relationships.
Previously, he was VP of agency
development for Yahoo. Belanger
is a noted expert in the eld of
search marketing, with a passion for the topics of
search and branding. He is a sought-after speaker,
with appearances at ad:Tech, Search Engine Strate-
gies, OMMA, and many other top industry events.
Bill Mungovan is the director of
product marketing at Omniture,
responsible for the SearchCenter
product. Previously, he helped
build the search engine marketing
practice at Carat; he also served
as director of client relations at
LookSmart. He shares his search
expertise at industry events, including Search Engine
Strategies and WebMaster World. @bmungovan
Want to learn more?
Bill will be speaking at Thursdays
3:45 p.m. session, Brainstorming the
Paid Search Super Tool. For more information, visit
COVER STORY / FOCUS: 'c ccc ''c
Not all conversions are
created equal.
,''z' c ''
By Julie Batten
B
ing. MSN is calling it the
sound of found. I call it the
sound of website owners and
online marketers scrambling
to fgure out what this means
for their search strategies. Does the emer-
gence of this new engine mean you have to
adapt your search engine optimization strat-
egies? Are there certain things you should
keep in mind when optimizing specifcally
for Bing?
I was curious to fnd this answer, so I did
some investigation, leveraging both MSN/
Bing content as well as observations and
fndings from fellow search professionals,
and here`s what I came up with.
Overall Findings
Content is king. If you want to rank well
on Bing, just like with any other search
engine, you must have great content. In
fact, rich content seems even more impor-
tant on Bing, given the way that it organizes
and presents information in the SERPs.
Keyword placement is important.
Making sure you have your keywords in all
the right places is
imperative with
this engine, espe-
cially page titles,
H1 tags, and link
text.
Authoritative
inbound links
are essential.
Although this
is agreed to be
important for any engine, Bing appears to
act even more favorably toward inbound
links, particularly those that are from sites
that also have a high number of links.
A technically sound, well-built site
is valued. Though likely valued by other
engines, validating your code, checking
for broken links, and employing appropri-
ate redirects are explicitly recommended by
MSN. It also recommends static URLs over
dynamic URLs, suggesting HTML content
is preferable.
From the Horses Mouth
It must be said that MSN maintains that
you cannot manipulate your rankings in the
organic search results:
'Bing website ranking is completely
automated. The Bing ranking algorithm
analyzes factors such as web page content,
the number and quality of websites that
link to your web pages, and the relevance
of your website`s content to keywords. The
algorithm is complex and is never human-
mediated. You can`t pay to boost your
website`s relevance ranking. However,
Bing does offer advertising options for
website owners.
That said, MSN offers quite a few
websites and tools to help site owners
ensure their sites are well positioned for
indexing within the engine. Bing Webmas-
ter Center provides lots of helpful docu-
mentation and tools, including technical
and content guidelines similar to Google`s
Webmaster Tools.
The Webmaster Center Tools offer some
unique features that I haven`t seen else-
where, including product upload, which
allows site owners to upload and publish
their products and offers for free so that
they appear in the product search.
There`s also a webmaster blog, which
contains a useful section on search market-
ing. Two posts in particular are helpful:
'Are You Content With Your Content? and
Put Your Keywords Where the Emphasis
Is.
As part of the Webmaster Center, Bing
offers guidelines to successful indexing
to help website owners ensure that the
MSNBot can index all of their content.
Technical suggestions:
Validate your HTML code.
Avoid broken links.
Set up redirects from old pages to new
ones.
Ensure that you have allowed the
MSNBot to crawl your site and
employ Robots.txt.
Use static URLs wherever possible
rather than dynamic URLs with
multiple extensions.
Content suggestions:
Create valuable content.
With visible on-page text, include
keywords.
Keep pages at a reasonable fle size.
Try not to cover more than one topic
per page.
Use static text links.
Put keywords in text rather than in
images.
Add a site map, particularly for image-
or Flash-based navigation.
Use a fat website hierarchy.
Big no-nos:
keyword stuffng
hidden text or links
link farms
None of these suggestions are really new
per se, but it does give us a sense of Bing`s
key areas of interest.
Ultimately, successful SEO with Bing
isn`t going to be much different than with
any other SEO strategies. Hopefully these
tips have made you aware of Bing resources
that can help you increase visibility in the
new search engine.
Julie Batten is the e-marketing
manager at Klick Communica-
tions. She develops and manages
online marketing campaigns for
world-class brands. Having writ-
ten several white papers and ar-
ticles, instructed online courses,
and spoken at various seminars,
Julie is well-versed in all things search.
FOCUS: v'- cv
ether PPC specia|ists interested in discussing the |atest

trends - in an atmesphere right where search was bern.
THOMAS BINDL, REFINED LABS GMBH
8e%
This June, Bing yielded 80
percent more paid clicks than
MSN/Live did in May.
SOURCE: COMPETE.COM
$ Learn more at ClickZ Stats.
SearchEngineWatch.com Access dozens of powerful tools and valuable insights to get
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R
ecently, while riding a very
slow train, I noticed two
posters advocating velocity.
To my left, Sybase taunted,
You risk exposure changes
by the second. But your data is hours old.
Analyze that. To my right, Reuter`s stated,
March 12, 2009: Citi Chairman declares
no more bailout money needed, and then
followed with a timeline detailing the
minute-by-minute evolution of the story.
At the time, I couldn`t get over the irony
of these ad placements, so I took a quick
snapshot of each with my iPhone. Looking
back, I realize that had I not been moving
at the speed of molasses, I probably would
not have had the time to read the advertise-
ments, let alone contemplate how imme-
diate access to real-time data can inform
long-term strategy.
Search and the Short View
Modern technology can be both a curse
and a blessing. Not only are numbers and
insights made immediately available, but
tools and technologies signifcantly shorten
the time between insight and effecting
change. We see this every day in search
engine marketing; at its core, keyword
campaign management platforms are
designed so that advertisements can be
created, launched, tweaked, or pulled down
in very little time. In some cases, there is
little to no human intervention involved in
the process, such as with landing page opti-
mization technology.
From a tactical perspective, all of this is
fne and good. Chances are, you hired an
internal team or a search engine marketing
agency to be responsive, and so respon-
sive is what you got. Initially, the team
aggressively tested and optimized until the
program found its norms. At some point,
the manager settled into a pattern where
any deviation was quickly identifed and
addressed, in theory leaving more time for
longer-term, strategic thinking.
And yet the metrics most frequently
delivered to the C-suite still tend to focus
on reaction to the short-term. Lengthy
reports, while very helpful to the search
manager or even the Internet director,
land with a thud on the CMO`s desk on a
monthly, weekly, or even daily basis. It`s
1aking the Leng view
By Sara Holoubek
' 'c.-, v'cc vcc'', c cc c'', -- c ccc,cc
- 'c- c -.ccc--. 'c vc ccc 'c 'c 'cv
no wonder eyes glaze over during discus-
sions of ROI by keyword or the latest algo-
rithm change. Such reports, while valuable
in the day-to-day, rarely provide insight to
inform the long view.
The Tortoise and the Hare
Search marketers are not alone in this
behavior; reactionary thinking has imbued
the industry at large. A week after Bing
launched, measurement companies such
as comScore were quick to report that the
formidable new competitor was eroding its
competitors` market share. Pundits every-
where declared their opinion on the future
based on a week`s worth of data.
Granted, the world at large was anxious
to observe Bing`s usage patterns, but can
long-term market share really be shifted in
a week`s time? Had anyone accounted for
the vast numbers of techies eager to beta test
the new product? And perhaps more telling,
how many of these early testers are likely to
become true early adopters, fundamentally
shifting their search behavior?
This is not to say that Bing won`t enjoy an
upward trajectory, or that it will. While the
folks at Microsoft most likely enjoyed the
news, it`s safe to say that the launch of a new
search engine was not a knee-jerk reaction.
The buzz around Bing`s assumed success is
the result of almost a decade worth of persis-
tent adherence to a long-term vision. With
every slow and often misguided attempt to
recoup market share, our hare-like industry
dismissed Microsoft as a has-been. Micro-
soft, however, stayed positive, focusing
inward to repeatedly refne its search engine
offering. Today, the frm is suggesting that
up to 10 percent of its operating income will
be invested in Bing for up to fve years.
Measure Twice, Cut Once
Whether managing pay-per-click advertis-
ing or responsible for a new product launch,
short-term thinking is usually a result of
data overload. The faster information can
fow, the faster it will fow, and in greater
quantities. Humans must speed up their
own processes to sort through and react to
information, frequently leaving little time to
sit back and summarize, or event question,
the bigger picture. We become master tacti-
cians, checking off boxes and moving on to
the next issue in mere seconds. If you think
you are the exception to this rule, consider
your e-mail inbox.
Success in the long-term will be awarded
to those who know how to leverage data
to be responsive in the short-term as well
as inform the long-term strategy. These
companies are the ones who stop and ask
questions, such as:
How might the consumer be changing
- beyond simple keyword patterns?
Is there less disposable income? A
change in preference? How might
this information be valuable beyond a
search campaign?
Do we have a directive that
goes beyond simply chasing our
competitors?
How does the growing installed base
of smart phone users change the game?
What are the greater changes at play
when Matt Cutts suggests that SEOs
spend more time on creating useful
content? What might Google`s greater
vision be?
And while the search marketing team
frequently holds important data to help
shape these questions, the truth is that this
data is rarely synthesized and delivered to
those higher up the chain or down the hall.
Its What You Do With the Data
By all means, invest in real-time data
that helps you in the day-to-day. But also
invest in the time to remove interruptions so
that you can sit back and review this data
at regular intervals. The data story becomes
increasingly more interesting and more
valuable with time. A few best practices:
Make the time. Block out time on
your weekly calendar to think. In one
employee survey, I was surprised to
fnd that a good number of employees
said that they simply had no time to
think. Everyone was minding the data
store, but no one was minding the long
view.
Take it up 30,000 feet. Step outside
of your search engine marketing
shoes and ask yourself: What are
the implications of your data for the
company at large? What do we know
about our customers? Our competitors?
Macro-forces affecting our industry?
Identify your constituencies. Identify
the teams in your company that
might fnd value in your new insight.
Consider the person down the hall, the
merchandising team, the offine team,
PR, and the CMO.
Boil it down and package. Consider
the format in which each of these
constituencies is most accustomed to
receiving data, and how search data
can translate. You will get a lot further
learning to speak your colleagues`
language than forcing clicks and
spiders on them. If it can`t be said in
a fve-page PowerPoint deck, than it is
probably not going to resonate.
Easy access to real-time data and infor-
mation is very valuable. But remember, if
everyone is minding the short-term data
store, who is minding the long-view?
Sara Holoubek is a corporate
strategy consultant, advising
growth rms and investors in the
interactive technology and adver-
tising sector. She is also a con-
tributing editor of DMNews, cov-
ering digital trends. In 2009,
Holoubek was elected president
of the Search Engine Marketing Professional Organi-
zation (SEMPO) board of directors. Visit www.sarahol-
oubek.com for more information. @sarita
Want to learn more?
Sara will be moderating Creating a Web
Analytics Culture on Tuesday at 11:45 a.m.
FOCUS: ,''
I
`ve been steeped in researching
social media for quite some time
now. Having lived with Google`s
(and others`) general-purpose search
with its non-validated 10 blue links
for so long, I`m intrigued by the idea of
validated search results.
Let me clarify what I mean by non-
validated results. Google and other search
engines rely heavily on a connectivity server
and link analysis of the web (or at least the
fraction of the web they capture). When
you search for something, a mathematical
formula based on hyperlink data ranks the
top 10 results for you.
This means the results are based primar-
ily on web pages that have the best linkage
data according to each search engine`s own
criteria. But this is not
based on the entire
web - just part of it.
Results aren`t verifed
or validated by human
beings, other than by
click-stream data. So
how do you really know if these results are
genuine or even truthful? There`s plenty of
evidence online regarding black-hat SEO
and the ability to manipulate search engine
results.
This is why social search is rapidly
emerging as a key paradigm on the web. As
the term suggests, social search deals with
search within a social environment, perhaps
more easily described as a community of
users actively participating in the search
process.
The online world has become a very
social place, rich with people interacting
with each other in various ways. And this
provides new and unique data resources
for search systems to exploit along with
a ton of privacy issues to be considered.
Tagging and searching within communities
are two main areas of research. Other exam-
ples include P2P and metasearch.
Searching within communities examines
how users search within such environments.
For instance, a musician who enjoys golf
and photography may well be a member of
music, sports, and digital camera communi-
ties. Interactions in these communities range
from passive activities, such as reading web
pages, to interactive, such as writing a blog
or participating in online forums.
Being able to automatically determine
which communities exist in an online envi-
ronment and which people are members of
each will be very valuable information for
search marketing`s future.
A rapidly growing area of social search
is question answering. These systems
frequently expert
systems allow users
to post a question, and
community members
provide answers to the
question. This type of
search task is much
more social, interactive, and focused than a
general-purpose web search.
Filtering and recommendation systems
have been around online for some consider-
able time. As social search gains popular-
ity, these systems become very important
because they are attached to a person`s
profles. For example, in standard search
tasks, Google returns documents in response
to many different queries. And these queries
usually correspond to short-term informa-
tion needs. With the use of fltering, a fxed
query represents a long-term information
need.
For example, a number of online services
provide alerts. CNN provides alerts allow-
ing users to specify various topics of inter-
est, such as international politics or sports.
When a new story matches the user`s profle,
the system sends an alert. In this way, the
user doesn`t need to continually search
for relevant articles. Instead, the system is
tasked with fnding relevant documents that
match a person`s long-term information
needs.
Recommendation systems work within
peer groups to attempt to predict how
much a person
would prefer
certain items.
Recommendation
systems are social
search algo-
rithms because
predictions are
estimated based
on ratings given
by similar users,
thereby linking people to a community of
users with related interests.
For those interested in the future devel-
opment of information retrieval on the Web,
including the emergence of social search,
I strongly recommend the book, Search
Engines: Information Retrieval in Practice,
by Bruce Croft, Donald Metzler, and Trevor
Strohman. It`s not a bedtime read, but it is
a great reference for the design and imple-
mentation of search engines and where
search is headed.
Mike Grehan has been involved
in online marketing since 1995
and is recognized in the industry
as an expert in the search mar-
keting eld. He has written mul-
tiple books and white papers on
the subject. His second edition of
Search Engine Marketing: The
Essential Best Practice Guide, gained plaudits from
leading industry gures, and his newsletter attracts
more than 17,000 online marketers. Mike is a sought-
after speaker for the worlds major online marketing
conferences, including SES, where he serves as co-
chair of the advisory board. @mikegrehan
\' '- 'cc'' 'cc'
By Mike Grehan
FOCUS: -cc'' cc'
Social search is a
community of users
actively participating in the
search process.
y%
of executives over 50
participate in Twitter or
another microblog.
SOURCE: FORBES INSIGHTS
the re|evance eI search in ether web experiences.

JONATHAN MENDEZ, RAMP DIGITAL
'c 'ccc'c c 'cc'' 'cvc'' ''c-
By Paul Garrity & Matthew Marcotte
M
any brands are moving
a large portion of their
advertising expenses to
social networking sites.
For instance, Volkswagen
no longer uses www.volkswagen.com in
its advertising, but instead www.facebook.
com/volkswagen. However, the law lags
behind marketing, with these issues only
now becoming the subject of litigation. With
recent stories like the much-publicized 'land
rush for Facebook user names and litiga-
tion about falsely-registered celebrity Twit-
ter accounts, the legal issues have begun to
come to the forefront. Here, we`ll discuss
recent developments in social networking,
outline relevant case law, and offer sugges-
tions on how to handle these issues.
Facebooks Land Rush
On June 9, 2009, the popular social
networking site Facebook announced that
later that week, it would allow its users to
create custom username pages, such as
www.facebook.com/yourname. Such user
names would become open for registration at
12:01 a.m. EST on June 13. Simultaneously,
Facebook announced that it would allow
trademark owners to register their marks
with Facebook to prevent them from being
adopted as usernames by individuals without
authorization prior to the launch date.
Ultimately, the new username feature
simply expanded Facebook`s trademark
policy, which allows owners of registered
marks to complain about misuse of those
marks on Facebook. With an online form for
submitting such complaints, Facebook has
and continues to remove content that is prob-
lematic. This contrasts with Twitter, which,
even now, only has a general complaint
form, rather than specifc forms for trade-
mark disputes.
Twitter and False Names
Twitter has become an enormously popu-
lar service, where users send and receive
brief messages via desktops, laptops, mobile
phones, text/SMS, and more. Twitter does
not verify account holders in advance, and
will only take down a user name after a
complaint. This permits a user to register
the name of a company or celebrity and
begin posting updates without frst obtaining
appropriate consent. Twitter does respond
to complaints from brand owners and indi-
viduals who are impersonated and turns such
accounts over to their rightful owner, but
does not require pre-authorization.
Despite this policy, there has been some
litigation. Major League Baseball manager
Tony LaRussa found that his name was
registered to a third party, who used the
account to post negative statements about
baseball players. Rather than simply submit-
ting a complaint to Twitter and removing
the account, LaRussa fled suit against Twit-
ter. Twitter immediately deactivated the
account, but that didn`t satisfy LaRussa.
While early reports indicated that the lawsuit
would settle quickly in exchange for a dona-
tion by Twitter to one of LaRussa`s favorite
charities, this was not the case. Instead, the
case remains pending, and if no settlement
is reached, will provide an interesting prec-
edent on damages.
New Answers From Older Cases
While few cases have directly involved
social networking and trademarks, there
are useful signposts from the past most
notably among cases from the dawn of the
Internet.
For instance, in Knight-McConnell v.
Cummins (S.D.N.Y. July 29, 2004), the
plaintiff claimed that the use of her name
by the defendant in online discussion boards
to criticize her work constituted trademark
infringement. The court held that defen-
dant`s use of the plaintiff`s name in the
post-domain path of a URL and placement
of URLs using the plaintiff`s name in the
post-domain paths on chat forums, discus-
sion boards, and search engines do not give
rise to any source confusion.
Other rulings have claimed that the post-
domain path of a URL merely shows how
the website`s data is organized within the
host computer`s fles and doesn`t suggest an
association between page and mark holder.
Such cases show that shutting down Twit-
ter and Facebook user names or pages may
be diffcult, as courts may be skeptical that
confusion is likely, especially if the content
of those pages makes clear that they are not
affliated with the brand owner.
However, other cases have had more
success. In particular, there have been a
large number of cases brought under the
Anti Cybersquatting Protection Act (ACPA),
which order parties to cease and desist from
further use of domain names. One example
is People for Ethical Treatment of Animals
v. Doughney (4th Cir. 2001), affrming order
that defendant`s Peta.org domain name
violated ACPA.
To successfully make a claim under the
ACPA, the plaintiff must be able to allege
bad faith in registering the name, and the
ACPA requires that the defendant register
Company X`s 'traffc in, or use a domain
name. No court has yet considered whether
this language is suffciently broad to reach
private registries of user names such as Twit-
ter and Facebook, or if it only reaches tradi-
tional registers of domains through ICANN.
Handling the Issues
While this area of social networking is
rapidly changing and hotly disputed, some
basic principles are emerging. First, and
perhaps most importantly, many social
networking sites are assigning great value
to federal trademark registrations. For
instance, Facebook`s policy requires that
the complaining party provide informa-
tion about its federal trademark registration
before Facebook will remove the allegedly
infringing user name or page.
Second, these conficts show the impor-
tance of communication between marketing
and legal in trademark matters. In many cases,
marketing may be using social networking
sites to promote a company`s products with-
out counsel`s knowledge. Counsel should
make sure to review any marketing efforts
taking place on social networking sites to
ensure that they comply with the company`s
trademark and branding policies.
Finally, these situations often involve
individuals operating fan pages or brand
information sites, rather than a traditional
cybersquatter or bad-faith infringer. Work-
ing out disputes of this sort can be particu-
larly diffcult, since counsel must take care
to avoid alienating well-meaning infring-
ers, while still taking the necessary steps to
protect the brand.
While social media brings exciting new
possibilities for branded companies, it also
poses a number of risks. By keeping your
eyes open, you can avoid many pitfalls.
Paul Garrity is a partner at Kelley
Drye & Warren LLP. He focuses on
intellectual property litigation and
can be reached via e-mail at
pgarrity@kelleydrye.com.
Matthew Marcotte is an associ-
ate at Kelley Drye & Warren LLP.
He also works in the intellectual
property and litigation practice
groups. He can be reached at
mmarcotte@kelleydrye.com.
FOCUS: legal
B
rand keywords and phrases
usually produce very high
quality traffc. For this reason,
advertisers other than the brand
holder may advertise on your
brand name or use your brand in ad copy
text. Advertisers who engage in this practice
include authorized resellers, unauthorized
resellers, competitors, affliate marketers,
parked domains, spyware/malware/phish-
ing sites, made-for-ads sites, shopping sites,
editorial sites, and coupon sites.
Is it legal to sponsor a trademark or use it
in ad copy text? What are your risks if you
are doing it? What are your options if some-
one is doing it to you?
Trademark Law in the U.S.
Learning the basics of U.S. trademark
laws will help you understand:
the reasoning behind the policies of
Google, Yahoo, and Bing.
how to weigh risk if you`re sponsoring
or using someone else`s marks.
your legal rights and likelihood of
success against those using your marks.
To simplify the law: Trademarks exist to
make it easier and faster for consumers to
determine the origin of a good or service.
Trademark rights begin when you frst use
the mark in commerce for example, the
date you start to market your product. If you
believe your rights are being trampled, you
have to prove three things to get a court to
listen: (1) the infringing use is in commerce,
meaning associated with a good being sold;
(2) the use has or is likely to confuse typical
consumers; and (3) the use is not protected
by any defenses that include nominative
uses (e.g. product comparisons), descriptive,
generic uses, or resale (frst use doctrine).
When deciding a case, judges will apply
the law and will reference prior case law to
explain decisions. Since Internet advertising
is fairly new, there`s not a lot of case law
on trademark use in search engine advertis-
ing. Courts seem to be ruling as follows: (1)
keyword sponsorship is a use in commerce,
but is not likely to cause consumer confu-
sion without more; and (2) use in ad copy is
a use in commerce, but the context of how
it is used will be evaluated to determine if
the use is defensible or if it caused confu-
sion. Basically, merely using the trademark
does not mean you will win against another
advertiser.
Policies of Major Search Providers
Google, Yahoo, and Bing all have trade-
mark policies that govern acceptable and
unacceptable practices on their search prop-
erties, specifcally in the following areas:
Keyword sponsorship: In general, adver-
tisers are allowed to sponsor trademarks on
each of the three providers. Google allows
without restriction; Yahoo and Bing allow
it if the advertiser is permitted or the use is
nominative or generic. Yahoo prefers that the
trademark also appear in ad copy text and on
the landing page.
Ad copy text: Advertisers are sometimes
allowed to use trademarks in ad copy text, as
long as it`s permitted, descriptive, generic,
or nominative. An advertiser can say things
like, click here to view a comparison of us
vs. them, but it`s often required to repeat the
use on the landing page.
Destination URL: Arguably, use in the
destination URL dupes consumers into
thinking that the brand owner has sanctioned
the ad. Despite the potential for confusion,
the destination URL is often not addressed in
the trademark policies. Editorial guidelines
will govern use here.
Risks of Bidding on Trademarks
If you sponsor another advertiser`s trade-
mark or use it in ad copy text, make sure your
use is defensible. Contractual arrangements,
resale, descriptive, generic, or nominative
uses are good defenses. Outside of those:
Under the search provider policies: If
you`re an affliate, reseller, or informational
website, you can sponsor trademarks. If you
are a parked domain or made-for-ads site, or
you`re a competitor (and are not showing a
product comparison), you will be allowed
to sponsor trademark words on Google but
not on Yahoo. Use in ad copy is different and
will be evaluated based on the use itself.
Under the law: The test is consumer
confusion. If you`re causing confusion about
the origin of the goods you offer or where
consumers will land when they click on your
ad, you`re putting yourself at risk. Things
like mimicking sites, colors, logos, slogans,
unique promotions, or URLs and play on
brand words - will get you in trouble.
How to Combat Use of Your Brands
If others are using your brand in a way that
you don`t approve of, here are your options:
Maintain strong registered trademarks.
Your name should be strong and not merely
descriptive. The stronger the mark, the more
defensible your argument will be. If your
mark is a generic description of any product
in your vertical, it will be diffcult to get the
search engines to help you and even more
diffcult to get relief in the court system.
Deploy a brand-focused marketing
strategy. Maintain a top position in both
paid and organic search results for your
brand words, including phrases, typos,
and keywords that include your URL. Use
messaging to convince consumers to click
on you and not your competitors, and ensure
that your ads are being served close to 100
percent of the time. Finally, control direct-
linking affliates so that proper messaging is
used in their ad copy.
Own the SERP. Try to get more of your
ads on the search results page:
Co-market with your affliates.
Develop micro-sites with different URLs.
Use local search to get on the map.
Advertise on the comparison shopping
engine provided by the search engine.
Use images/video for SEO advantages.
Eliminate competitive threats. Force
competitors to stop using your brand. The
options below range from cheap and easy to
more diffcult and costly:
enforcement of contractual commitments
with affliates, resellers, and CSEs
enforcement by the search provider of
trademark policy or editorial policy
reporting to public agencies like the
FTC or state attorney general
cease and desist letters
lawsuits
Lori Weiman is CEO of The Search
Monitor, whose software auto-
mates the monitoring of search
results and social media websites
to provide marketers with insight
on competitors, keywords, ad
copy, market share, trademark
abuse, brand buzz, and afliates.
Previously, Lori held executive level positions at sev-
eral early-stage ventures, including Click Forensics,
Webquarters, and Food.com.
'c |c'c'. / C.'cc c 'ccc'
|cc'- c ''c 'cc'
By Lori Weiman
FOCUS: legal
Want to learn more?
Lori will be speaking at Thursdays
12:45 p.m. session, Brand, Trademark &
Reputation Management. For more information, visit
F
or many businesses offering
services or products, all search
is local search. The majority
of companies draw customers
from a specifc geographic area,
and anyone outside that sphere is unlikely to
ever buy anything from these businesses.
When consumers who live or work near
a business have the potential to become
customers, advertising dollars are best spent
communicating with only these people.
Location can be used to segment, pre-qual-
ify, and target potential customers; you`ll
also avoid wasting ad dollars trying to reach
people who are not good prospects for your
business.
Know Your Range
The defnition of nearby, though, is
different for different niches. For example,
people may travel farther to:
go to an IMAX flm instead of a movie
at a regular theater.
buy a gourmet meal as opposed to fast
food.
purchase a custom-made suit rather
than an off-the-rack sports coat.
buy a wedding ring - not a nose ring.
see a medical specialist instead of a
general practitioner.
People in rural areas will typically travel
farther for goods and services than those in
urban areas. Although this is usually from
necessity rather than from choice, it`s what
they are accustomed to and what they have
come to expect.
Considering your niche, your location,
and the types of products and services you
offer, what is the range for your business?
Stretch Your Range
Think about what you have or do that
may entice people to travel farther to come
to you. People will travel farther for some-
thing if it`s:
unique or rare
a good price or good value
variety and selection
quicker gratifcation
the best
Consider stretching your range. What
effective changes can you implement to get
people to travel farther and shop at your
business?
Advertise Where the Fish Are
Advertising can help you stretch your
range by communicating these benefts to
prospects. Local-based advertising allows
you to target your best prospects. When
local search is so frag-
mented, how do you
know where to adver-
tise? The answer is
fairly simple: Advertise
where people are look-
ing for the goods and
services you offer. In
other words, fsh where the fsh are, which
can depend on your location.
For example, Yelp is a powerhouse
website for local businesses, especially in
northern California. Kudzu is a good bet for
the Atlanta area, and Citysearch and Super-
pages are good places to advertise if you`re
selling in Denver.
The best prospects for advertising can
also depend on your business type. Those
in the travel niche should be in TripAdvi-
sor, if they can afford it. Restaurants are
well served by Zagat. SuperLawyers.com is
a good spot for attorneys, and contractors
belong on ServiceMagic.
Where you choose to advertise can also
depend on the type of customer you`re
trying to attract. Seniors, for example, tend
to use the online yellow pages more than
other age groups. Craigslist is a magnet for
bargain hunters, and those thirsty for local
news are likely to be regulars at Topix.
Where are the customers you wish to
attract most likely to be searching for your
products and services?
Fish on Google
The reality is, no matter where else
people search online, most use Google to
search for everything, including local busi-
ness information. AdWords ads appear on
nearly every Google search results page.
You can also set up local business ads that
run within Google Maps as well as on other
sites that use Google Maps technology.
You may choose to show your Google ads
only to people within an area you specify,
and/or you may bid
on terms with geo-
modifers for areas
within your range. In
either case, the ads
will appear in front of
searchers looking for
your goods or services within the area from
which you have a reasonable expectation of
drawing customers.
The key to local advertising is to fnd out
where the people within range of your busi-
ness are searching for what you sell. Then,
advertise to them.
Mary Bowling is director of
search marketing at seOverow.
Shes been involved in all aspects
of online marketing since 2003.
She has a special interest in
website usability and in SEO, in-
cluding optimizing all types of
media for search engines. Mary
has developed specialized expertise in promoting
brick-and-mortar businesses on the Internet through
local search marketing. @marybowling
/cc'-' '.ccc--.'', v'' 'cc' 'cc'
By Mary Bowling
FOCUS: 'cc'
c|ear and simp|e steps that t can take te make mere meney.
tt's get te be straightIerward and inexpensive. 0therwise, t'||
never get areund te deing it.
DARRELL BENATAR, USERTESTING.COM
What can you do to
get people to travel
farther and shop at your
business?
I
n an average month, more than 25
million consumers visit Weather.
com for weather updates, weather-
related news, and local outdoor
activities. Affnity sites like Motor-
cycle.com pull in 1 million visitors per
month to explore how-to tips, read prod-
uct deals, and search the classifeds. And
nearly 2 billion times a month - repre-
senting over 25 percent of total monthly
web searches - consumers use a major
search engine`s local map-based direc-
tory, an online yellow pages, or a special-
ized local search directory to fnd qualifed
businesses for products and services in a
specifc geographic area.
These numbers are expected to grow,
especially as Internet-groomed young-
sters become consumers, and as advertis-
ers seamlessly and quickly connect with
ready-to-buy local consumers online.
A new niche market is emerging, where
forward-thinking affnity and utilitarian
websites like Traffc.com and Baltimore-
Ravens.com are well-positioned to aggres-
sively stake a claim in local search and
generate signifcant revenue from local
businesses.
Such publishers have a unique opportu-
nity because they serve large numbers of
loyal users and provide inherently local
content to a localized audience. However,
they understand that launching and manag-
ing a local search business directory can be
expensive and time-consuming.
Instead, they`ve turned to outsourced
solutions to expand the strategic value of
their online assets and cash in on online
local search.
Publishers who monetize themselves
primarily through national display adver-
tising and e-commerce applications are
recognizing not just the potential of local
business revenues, but they see the value
it brings to incremental display and
e-commerce applications as well.
Advantages of outsourcing local search
include:
Expanding display and e-commerce
revenue streams. Added page views
extend existing display advertising
inventory and attract new advertisers.
Cenerating Revenue frem
0utseurced Leca| 5earch
By David Dague
\', -'c.'c -cc' c'c- 'c '' 'c .
With this model, local search can serve
contextually-relevant advertising, since
consumers self-identify exactly what
they`re looking for and where. These
motivated consumers have a specifc
need or desire and are comparatively
close to the point-of-sale, so display
advertisers can expect higher than
average conversion rates. For example,
a local search query on Golf.com
for golf courses San Diego would
produce local results, a sunscreen
brand display ad, and an e-commerce
link to SanDiegoGolfCourses.com.
Providing a scalable, rapid path
into the local advertising market.
Many sites that have relied on display
advertising have long struggled with a
scalable way to reach local businesses
and effectively monetize at that level.
With an outsourced local search
application, affnity and utilitarian
sites can now offer local businesses
enhanced listings and even priority
placement in the local results for
greater revenue potential.
Increasing stickiness, cross-selling,
and brand loyalty. Adding a digital
local business directory to an affnity
or utilitarian site helps increase the
amount of time users spend on the
site. Users aren`t redirected to a
different site for local information, so
publishers can continue to cross-sell
other products and services like online
store merchandise and other core
services, while reinforcing the brand.
For example, an NHL.com user could
easily buy tickets to a Washington
Capitals game and also look for a
restaurant near the Verizon Center.
More time on the site means more
revenue.
The opportunity to enter the local search
game is not lost on traditional local media
either. These providers are rapidly adopting
outsourced local search as a quick, comple-
mentary, and cost-effective way to diversify
their product portfolios.
As local media see their traditional
formats merging online and in the mobile
world, they`re realizing the monetization
and advertiser retention benefts offered by
a privately branded local search site. Radio
and TV broadcasters, as well as newspa-
pers, are well-positioned to capitalize on
outsourced local search with their existing
assets, including:
large, well-trained local sales forces
long-standing relationships with large
numbers of local advertisers
ability to bundle a variety of cost-
effective media
strong brand awareness, loyalty, and
connection with community
'bully pulpit from which to promote
their online assets and vice versa
Regardless of the type of media or
website, outsourcing local search provides
a powerful overall lift in SEO, low cost of
entry, rapid monetization, amd increased
site stickiness. It can be a low-risk venture
if a partner is willing to work via a revenue
share model.
Obviously outsourcing local search means
an investment with a third-party provider.
Before making the leap and growing your
existing online channel, remember these six
tips in selecting a partner:
Content: Quality local business
content is king, so the provider you
select needs to command this space
and offer the most comprehensive,
largest, and robust collection of
business-verifed listings.
Mobile conhguration: Mobile
local search is fast becoming as
critical as PC-based local search. It`s
imperative that your content provider
has a database infrastructure that can
organize and optimize large volumes of
local business content to make it easy
for mobile device users to access and
consume with minimum drill-down.
Scalable: A fexible local search
engine technology should be
specifcally designed to take
advantage of local content context and
presentation structure for each website
and be ready to grow as the site grows.
Private labeling: To ensure your
outsourced local search application
fts seamlessly with your look and
feel and is represented as your own,
select a provider that offers the ability
to private label its products. While
providers who recommend placing a
search box on
your site and
offer payment
for searches
originating
from its
site may be
tempting in
the short-
term, in the
long-term
it adds little
consumer or
advertiser
relationship value.
Self provisioning: For affnity and
utilitarian sites that do not have a
local sales force, it`s important that
the provider offer a way for local
businesses to sign themselves up for
listing and add-on options.
Distribution: Local businesses
gravitate toward a single-source
supplier who will make online
marketing clear, simple, cost-effective,
and comprehensive. Any provider
you select should have distribution
partnerships with specialized local
search engines, a long list of Internet
Yellow Pages, as well as the local
properties of the major search engines.
This will allow your new local
clients to list with you and be found
everywhere.
As the local search industry grows expo-
nentially, jump in, make some money, and
add value to your overall franchise.
David Dague sets the strategic
branding and go-to-market strate-
gies for Localeze and oversees its
day-to-day corporate and product
marketing initiatives. A telecom,
information technology , and local
advertising media veteran, David
has held leadership positions at
Bell Atlantic Information Services, Innovectra Corpora-
tion, American Management Systems, and MCI Corpo-
ration. He has instructed sales and marketing courses
at the undergraduate collegiate level. David can be
reached at daviddague@localeze.com.
FOCUS: 'cc'
::%
Of the 68.7 million online
households in the U.S.,
11 percent have a dial-up
connection.
SOURCE: U.S. CENSUS BUREAU
S
hort Message Service (SMS) and
Wireless Application Protocol
(WAP) are the latest buzzwords
in business today. Many execu-
tives have heard they need to
implement both to propel their businesses
to the next level, but are unsure where to
begin.
You probably already use SMS on a daily
basis if you live and breathe by a Black-
berry or iPhone. Texting offers convenience,
privacy, and precision.
WAP allows users to view websites on
mobile devices. This global wireless speci-
fcation is based on XML and IP addresses;
HTML and WMLScript (Wireless Markup
Language) are supported.
How SMS Impacts Business
If texting is so simple, then how do we
cash in and make it work for our business?
Lately, SMS vendors have been popping up
and offering great deals in all industries. The
vendor earns revenue through customiza-
tion; the service provider makes money for
sending the messages; and users receive
promotional texts. This hopefully translates
to conversions for you, the business.
SMS allows text message communica-
tions to be exchanged between mobile
phones, PCs, and handheld devices. Most
phones allow users to type up to 160 charac-
ters; if you feel limited by text, Multimedia
Messaging Service (MMS) acts an extension
of SMS to include longer text, images, audio,
and video clips. Most SMS vendors follow
the Mobile Marketing Association (MMA)
guidelines, which allow up to 60 characters
of text to be sent in bulk. A basic text ad may
only display 40 characters, which should
still be suffcient to advertise your product
or service. Some SMS vendors do a simple
send-and-receive method and do not support
or use WAP.
The Wireless Web
WAP operates on a low-bandwidth
network and is prevalent among software
developers and content providers. The WAP
format on phones varies slightly from what
users see on PCs, but the content is virtually
identical. WAP allows users to easily view
news web pages, social media sites, and
blogs on handheld devices. Incorporating
WAP elevates the basic functionality of SMS
to a more sophisticated method of delivery.
Mobile Marketing Efforts
SMS and WAP provide very different
applications. If you choose to send alerts to
your customers, SMS is a simple solution.
All cell phone users will receive the alert and
may respond to it if you desire. WAP provides
a more Web 2.0 and 3.0 sense of interactivity
between the user and the interface. He can
browse the Internet and connect with others
while using WAP-enabled devices.
When marketing your product or service
via text, the call to action is key in eliciting
an immediate response. It should be catchy
and concise, because depending on the
promotion, the call to action will make or
break your campaign.
SMS can direct users to a WAP site,
enter them in a mobile contest, or employ
a campaign tactic called consideration.
Consideration contends that a willing partici-
pant must pay for access or actually purchase
something to become an eligible contestant
in a game or contest.
Synergy between SMS and WAP will aid
any guerrilla marketing campaign. Don`t
forget to track your opt-ins, open rates, and
leads in detailed reporting.
Be Clear About Services and Rates
Keep your advertising clear, and indicate
whether the service is subscription-based or
not. Disclose service availability for each
carrier, so there are no surprises to the user.
Additional rates that may apply on a monthly
basis should also be stated clearly in the
message. Be sure to include your terms and
conditions, which should state whether stan-
dard rates apply and disclose carrier pricing.
Advertisers should never attempt to trick
consumers into thinking a product is cheaper
than it is based on the language displayed,
nor should they create a false sense of
urgency.
Opt-in?
Commercials constantly tell mobile users
to text numerical codes. Once consumers
execute an opt-in to a standard rate program,
they`ve subscribed to the service offered. It
may be to receive daily horoscopes via SMS,
until the customer opt outs or unsubscribes.
Double opt-in via SMS requires custom-
ers to approve and acknowledge premium
charges that will be applied to their accounts.
Whether consumers use phone or web to
respond to the double opt-in, you must ensure
users are aware of the pricing, term, contact
information, and opt-out details. WAP opt-in
rules are similar to SMS, except WAP must
display a 'buy button and a 'cancel button
on the page.
Both WAP and SMS provide the best
combination for businesses to reach every
type of customer worldwide.
Melissa Ortiz works for Henry
Schein, a Fortune 500 company.
A recipient of two masters de-
grees, Melissa has specialized in
digital marketing, search engine
strategies, web analytics, and lin-
guistics for the past decade. Her
knowledge has made her an as-
set to the online marketing world. Melissas expertise
focuses on organic, paid search, and the integration of
social media to maximize growth and performance.
'|' c-.- \/'
By Melissa Ortiz
FOCUS: cc''c
practica| tips and tee|s that wi|| massive|y increase

cenversien rates.
TIM ASH, SITETUNERS.COM
J
an. 2, 1993. Vernon Kent Jones,
24 known as Cameron to his
friends - left a New Year`s Eve
party in New York City. He didn`t
make it home. The missing person
report was fled Jan. 5, 1993. Recently, his
mother wrote a letter to appeal to those who
may have seen him that night. We have
missed him and wondered as to his where-
abouts for 16 years. Do you have any idea
how diffcult Christmas and New Year`s
are for me and the rest of my family? It is a
pain that never goes away. The fact that my
son disappeared and we have no clue as to
what happened or where he is, has haunted
me and my two sons every day since Jan.
2, 1993.
Robert Rahn, a private investigator
with Management Resources Ltd. of New
York, has used traditional media to publi-
cize the Jones case. But after using search
to promote his private investigation frm,
Rahn realized he should integrate it into
his case work as well. He has since gath-
ered print and digital assets photos,
videos, and age progression art to place
on twww.managementresourcesny.com/
vernon-kent-jones.htm. He`ll also use
social media to promote additional inter-
est in the case. YouTube videos, Facebook
pages and optimized press releases are
planned.
Feb. 9, 1989. Tiffany Sessions, 19,
was attending the University of Florida in
Gainesville. She left her off-campus apart-
ment at 6 p.m. to go for a walk. She never
returned. The search began within a few
hours of her disappearance. Twenty years
later, her father still is searching.
Lisa Buyer, president and CEO of The
Buyer Group, participated in the physical
search in and around the University of Flor-
ida. She has since helped Tiffany`s father,
Patrick, create a website and blog, http://
tiffanysessions.com, to keep the Sessions
case in front of the public and media. It
features posters, news, YouTube videos,
Facebook links, law enforcement infor-
mation, and resources, including a book
Using 5earch te find Missing
Persens: 5cratching the 5urIace
By Kathleen Fealy
co-written by Patrick, When Your Child is
Missing: A Family Survival Guide.
Missing Persons Facts
Runaway teens and missing adults are
very diffcult to fnd. 'Oftentimes their
investigations go cold` due to the absence
of any new leads, Rahn says. Law enforce-
ment will keep the case open as long as they
are missing, but will not actively investigate
it unless there are new
developments.
Families of cold
case missing persons
victims often turn to
private investigators in an attempt to locate
their loved ones. The older the case, the
more diffcult it is to solve. The investigator
must review the case fles and try to locate
and re-interview witnesses to develop new
leads. Traditional media publicizes cases,
but they usually only cover it once, and will
not follow up unless the person is found or
new evidence uncovered.
'Making the public aware of these cases
is extremely important because generating
new interest in the case often leads to new
leads, Rahn says.
Some statistics include:
NYPD handled 9,000 missing persons
cases in 2008.
The frst 48 to 72 hours are critical to
any major case investigation.
One in seven kids between 10 and 18
will run away at some point.
Most runaways are between 15 and 17
years of age: throwaway teens, often
known as voluntary missing, often
fall through the cracks of missing
persons investigations.
Online search can potentially save lives
and bring peace to those who are faced with
almost unimaginable circumstances.
Search Community Involvement
The Need for Education and Tools
Search can be intimidating, but with
education and tools, those on the front
lines of missing persons searches can
make a greater impact and gain attention.
For instance, websites often lack standard
optimization practices, including qual-
ity title and description tags, keyword
placement, and text to support informa-
tion contained in missing persons posters.
Videos are uploaded onto YouTube, but
aren`t optimized.
Cold cases make the need for quality
search even more vital. The website of New
York state`s Division
of State Police no
longer lists persons
who have been miss-
ing since before July
1996. Vernon Kent Jones is no longer listed.
Even if he was, the site`s head tags do not
promote the page:
<title>Wanted/Missing: Missing
Persons</title>
<meta name=Description
content=Missing Persons />
Guidelines and seminars need to be
created and made available to families and
support agencies. At Search Engine Strate-
gies San Jose, a guide will begin to be devel-
oped for families, law enforcement agen-
cies, private investigators, human resource
departments, and non-proft agencies.
The Need for Dedicated Channels
Making information easy to fnd is one of
the goals of search.
The need for dedicated channels is
quickly evident when searching for a miss-
ing person on YouTube, Facebook, or vari-
ous search engines.
On Facebook, when 'missing person is
entered, 73 groups appear some invalid.
Fan pages are located in many catego-
ries, with a slew of subheadings: beliefs
and causes, families, current events, or
activities, all under common interests;
or within community or volunteer under
organizations.
Progress is being made. The National
Center for Missing and Exploited Children
(NCMEC) and YouTube recently created a
dedicated channel for missing children at
http://tinyurl.com/ndslhw.
The Need for Resources
Immediacy and access to a vast audi-
ence is vital during the frst hours, days, and
weeks. Funding is often limited. For those
with missing persons reports, the following
resource wish list could provide answers:
Funding for online advertising:
immediate access, to a specifc
amount, for a specifed time period.
Renewals possible. Social site ads
could reach teenagers and young
adults.
Alerts, for both missing children and
adults, to run on local search engines,
Facebook, or Twitter (unoffcial
versions exist). NCMEC and Google
partnered to create Google gadgets
(missing children, http://tinyurl.com/
neq6zf, and AMBER alerts, http://
tinyurl.com/mgtpvb) for web pages,
increasing awareness and visibility.
Search for the Greater Good
Most of us in the search industry are in
it for commercial reasons. But, search has
an altruistic side as evidenced during Hurri-
cane Katrina and 9/11, when many assisted
people in searching for loved ones. The
search for missing persons isn`t over, and
search can be key to fnding the missing.
Kathleen Fealy is president of
New York-based KF Multimedia &
Web, Inc., which provides web-
site strategy, SEO, and usability
consulting and training. She has
specialized in organic SEO since
2001 and is a speaker at Search
Engine Strategies conferences
and regional events. Shes also the education com-
mittee co-chair for SEMPO and a peer reviewer of
SEMPO Institutes Insiders Guide to Search Market-
ing and Advanced SEO courses. @kfealy
Want to learn more?
Kathleen will be speaking at Tuesdays
11:45 a.m. session, SEO for the Greater
Good: Using Search to Find Missing Persons.
FOCUS: 'c cc ccc
Online search can
save lives.
E
very day, I inevitably explore
online forums and sites about
search engine marketing
(SEM). Recently, I saw a ques-
tion posted on a message board
that actually made me cringe in horror:
Title: Wanted SEO/SEM Vendor Referral
Message: Does anyone have a COST
EFFECTIVE SEO and SEM vendor refer-
ral. I am open to outsourcing, if referral
for trustworthy vendor.
Thanks, Uninformed Buyer
Just look at those capital letters on
precisely the wrong attributes. Cost is
usually the wrong question to focus on
when choosing a search engine optimization
(SEO) professional, as it implies you are
buying a commodity. Strategic effectiveness
and search marketing proftability impact are
much more appropriate questions. A quality
SEO is all too rare, and should be priced like
fne artwork.
If SEO is about organic ranking effective-
ness on the web that drives relevant, convert-
ing, and revenue-generating traffc, wouldn`t
online research of organic listings be a good
frst step? I`d assert it would be a good place
to create a short prospect list of vendors to
perform due diligence.
Yet many SEO frms receive sales calls
from companies that don`t have their SEO
act together every day. Educating people to
resist this is part of changing the industry`s
image, and quality SEOs share responsibility
in creating this reality.
Quality SEO is presently a signifcantly
undervalued skill set. Yet it can dramati-
cally transform proftability of a business,
as it has superior economics when compared
to traditional media spending. Still, search
often lacks the executive support it requires
both in terms of fnancial resources and in
supporting necessary operational changes.
It`s also competing with large, highly
entrenched budgets that are frequently
controlled by individuals without a deep
knowledge of SEM. Let`s examine in more
detail the reasons why:
Most executive management teams
dont yet fully understand the economics
and far-reaching business implications of
SEO. Once established, the marginal cost of
each visitor from organic search engine traf-
fc is essentially zero. No other marketing
channel matches the relevancy and econom-
ics of search.
SEMs transformation of legacy enter-
prise prohtability is in its infancy. I have
a small business client who had a 45 percent
increase in unique visitors to his site. The
business owner also reduced his yellow pages
advertising by $15,000, yet maintained reve-
nue for luxury services during this recession.
Constant or increased revenue, combined
with reduced traditional media spending,
increased proftability.
Most people outside of the search
engine community do not fully appreciate
the magnitude of the shift from push to
pull marketing. Setting up your organiza-
tion to be effectively found by people creat-
ing their own customer segmentation from
search requires infnitely more skill and
creative thinking than traditional strategy
brainstorming followed by push marketing.
This is creating a migration of focus to niche
brand attributes that search engine technol-
ogy enables.
Management teams must understand
SEM to effectively manage it. To manage
search at the 30,000-foot level, you have to
understand it at the 3-foot level. Recently,
I was on an ask anything panel at CMS
Expo, and numerous technology profession-
als expressed frustration because manage-
ment did not understand content strategy or
website organizational impact. I suggested
that they educate the head of IT or CTO
about these issues. Smother people with
education about the benefts, and the tide
will eventually turn.
Measuring SEO is still an imprecise
artform, which Google appears deter-
mined to prevent from becoming a science.
Recent localization schemes, alleged paid
link PageRank penalties, and rumors of
blocking rank-checking tools obfuscate the
ability to measure SEO activities. The strate-
gies may backfre in the end, as it`s creating
more focus on why search activities are hard
to measure. This creates abundant opportuni-
ties for entrepreneurial SEO thought leaders
to develop measurement and accountability
tools that are independent of Google.
SEM might be the largest change
management project in history. Successful
change management must have strong execu-
tive sponsorship. This is a major bottleneck,
as most management teams do not understand
SEM. To increase transformational processes
and budgets toward SEM and SEO content
strategies, companies must hire a new breed
of CEO and CMO. These emerging leaders
must have a rare combination of traditional
business skills and a knowledge of SEM
relevancy and effciency.
Executive recruiting needs to look
beyond the job title to hire effective SEM
leaders. Organizations need to seek out
leaders and consultants for their competen-
cies regarding SEM and proft improve-
ment abilities. But they cannot ignore other
competencies that go with it, like passion,
a track record with analytics and metrics
(regardless of industry or curiosity), and
the ability to bring traffc and awareness via
personal branding using both websites and
social media.
Search marketing-centric organiza-
tions will outperform. Successful SEO
involves technology, management, market-
ing, customer service, process improvement,
and more than a dash of fnancial acumen.
Executive management teams capable of
navigating this complex convergence are in
short supply. Once executives fully under-
stand and hold others accountable for SEM
results, budgets will shift from traditional
brand marketing to search marketing, and
content strategy will truly accelerate.
SEO is a senior-level strategic activity
affecting enterprise proftability, so why
are most quality SEOs getting paid less
than they should? Probably because most
purchasers do not yet fully understand what
they`re buying or how to maximize SEO
proftability. This means we need to continue
to educate people about the benefts of SEO,
so that business leaders understand the value
and will tolerate nothing less than rapidly
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Lisa Abourezk
VP, Marketing
ooVoo
Lisa Abourezk joined ooVoo in November 2006 as VP of market-
ing, continuing a 13-year career working online and offine in
public relations, consumer marketing, and sales development roles.
Most recently, as VP of marketing and strategic partnerships for
About.com, Lisa managed the consumer, trade, research, and sales
development marketing programs for the top 10 website owned by
The New York Times Company. Lisa began her online career at
Women.com, which launched in 1992.
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 frm, 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
co-authored the well-known Internet marketing handbook, 'Hotels
to HTMLs. She has been a speaker for Search Engine Strategies,
SMX, Phocuswright, and other conferences focused on travel,
search engines, and online promotions.
Jonathan Alferness
Group Product Manager
Google
Jonathan Alferness is a group product manager for ads quality
at Google. He has spent the last four and a half years at Google
focused on ads quality, AdSense for search, and syndication prod-
ucts. Before Google, Jonathan worked at Viewpoint and Computer
Associates, where he managed a team building advanced graphics
and user-interface technologies. Jonathan holds a bachelor`s degree
from Cornell, with graduate work at Caltech.
Feras Alhlou
President
E-Nor, Inc.
Feras Alhlou is the president of E-Nor, Inc., which he co-founded
in 2003. He has an extensive background in the areas of busi-
ness consulting, interactive marketing, and web analytics. Feras is
passionate about improving his clients` ROI and led his organiza-
tion to implement and launch successful Internet marketing and
analytics strategies for E-Nor`s diversifed client base. Feras has
traveled the globe, educating businesses and Internet consultants on
search engine marketing, online marketing, and web analytics.
Kim Anklin
VP & Director of Analytical Services
Kim Anklin is a former crime and intelligence analyst for the City
of Ventura Police Department. During her police career, Kim was
the lead executive member for many of the department`s computer
systems as well as a grant writer. She analyzed and disseminated
information internally and with other law enforcement agencies by
using data to detect pattern recognition, identify repeated core
offenders, and correlate potential suspect data with current crime
patterns. Kim`s expertise includes providing statement analysis for
attorneys and missing persons` families; providing case and
settlement analysis for both civil and criminal case attorneys; and
guiding victims and their families through the legal process.
Tim Ash
President
SiteTuners
Tim Ash is the president & CEO of SiteTuners.com, a frm that
offers consulting, full-service fat-fee guaranteed-performance
tests, and advanced software tools for landing page optimization.
During his 14-year involvement with the Internet, Tim has worked
with Verizon Wireless, American Express, Sony Music, Universal
Studios, Rand McNally, Black & Decker, and Coach to develop
successful Internet initiatives. He is a highly-regarded speaker and
workshop leader at conferences, including Search Engine Strate-
gies, Affliate Summit, eMetrics, PPC Summit, and Internet World.
Tim is a contributing columnist to several publications, including
SearchEngineWatch.com, Website Magazine, and Visibility Maga-
zine. He received a B.S. and M.S. from UC San Diego during his
Ph.D. studies in computer science, specializing in neural networks
and artifcial intelligence. He is the author of the bestselling book
Landing Page Optimization: The Defnitive Guide to Testing &
Tuning for Conversions (John Wiley & Sons Press, 2008).
Andy Atkins-Krger
Managing Director
Web Certain Europe Ltd
Andy is a trained linguist with 20 years of international marketing
experience, having worked with major brand leaders in advertising
and public relations on fve continents. As the marketing manager
of Portakabin, Andy was responsible for promoting the company
throughout Europe in the late `90s and needed a multilingual SEO
solution. The result was the business now known as WebCertain,
which Andy later acquired. WebCertain has been operating search
marketing campaigns for over 10 years and is one of few agencies
that only deal with international campaigns; the company doesn`t
deal in English-only projects. WebCertain employs a team of
native speakers that covers all major European and Scandinavian
languages; Hebrew and Arabic for the Middle East; and Japanese,
Mandarin, and Korean for the Far East.
Matthew Bailey
President
SiteLogic Marketing
Matt Bailey is the president and founder of SiteLogic, a website
marketing consultancy, and has been training businesses about
website marketing since 1997. He is in demand worldwide as a
speaker for the Search Engine Strategies conferences, the Direct
Marketing Association (DMA), and the American Advertising
Federation. He speaks at over 30 international conferences, semi-
nars, 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 certifcation
program, and the trainer for its two-day website marketing seminar.
Andrew Beckman
President
Location3 Media
Andrew Beckman oversees the strategic direction and business
growth of Location3 Media. He founded the company in 1999 as
a media buying agency and has since expanded the portfolio of
services to include pay-per-click management, SEO, local search
marketing, Hispanic search marketing, post-click optimization,
social media, web analytics, and more. Previously, Andrew was
an international sales manager for DoubleClick, Inc. Andrew is an
active member on the DMA`s search marketing council and ECHO
awards committee. He graduated from the University of Maryland
with a bachelor`s degree in international business.
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Ron Belanger
VP, Worldwide Agency Sales
Omniture
Ron Belanger is the VP of worldwide agency sales for Omniture.
He is responsible for leading Omniture`s agency program and
managing strategic agency relationships. Previously, Belanger
was VP of agency development for Yahoo, where he built mutu-
ally benefcial relationships with Yahoo`s agency partners. Prior to
joining Yahoo, Belanger was VP of search and affliate marketing
at Carat Interactive (now Carat Fusion). There, he grew the nascent
search practice of three employees into one of the largest services of
the agency. Belanger is a noted expert in the feld of search market-
ing, with a passion for the topics of search and branding. He is a
sought-after speaker, with appearances including ad:Tech, Search
Engine Strategies, OMMA, Search Insider Summit, MIXX, iMedia
Brand and Agency Summits, and DMA Annual.
Alex Bennert
In-House SEO
Wall Street Journal
Alex Bennert is the in-house SEO at The Wall Street Journal. She
specializes in algorithmic search and has worked with clients such
as Zillow, Philips, SFGate, JibJab, and other large-scale sites with
millions of pages.
Chris Bennett
President & Founder
97th Floor
Chris Bennett has been involved in search and Internet market-
ing since before Google was the dominant player. After a brief
stint as an independent SEO consultant, he began running 97th
Floor, which specializes in organic SEO, reputation management,
social media, and viral marketing. The frm services clients such
as Omniture, Elance, Namco Bandai, ChemDry, NHance, City-
Pass, Stephencovey.com, Dentrix, and Henry Schein. Chris is also
co-founder of BLVD Status, a live analytics company; 5ones, an
action sports news hub; and Clean Tweets, a Firefox add-on that
eliminates Twitter spam. He is the creator of Social Media for Fire-
fox, a social status bar that has been downloaded more than 200,000
times. He has spoken at conferences and colleges, including the
Omniture Summit, SMX West, and the international business plan
competition at BYUH.
Mary Berk
Senior Product Manager
Microsoft
Mary Berk is responsible for network quality at Microsoft Advertis-
ing, where she works on Microsoft`s adCenter and Publisher prod-
ucts. She holds a Ph.D. in ethics, and has an extensive background
in Internet policy issues such as intellectual property and privacy.
Vivek Bhargava
Managing Director
Communicate 2
Vivek Bhargava is the CEO and founder of Communicate 2, a
leading search agency that`s one of the largest search and analytics
offshore providers in India. Vivek has spent 10 years in the interac-
tive marketing industry, during which he has built expertise in
meeting the needs of leading companies and global publishers like
MTV, Pfzer, and Merrill Lynch. Vivek regularly speaks at global
events such as ad:Tech, SES, SMX, I-com, and leading Internet
conferences in India. Vivek has played table tennis for the state, is a
keen chess player, and is an amateur paragliding pilot. He is also the
chair of SEMPO in India.
Thomas Bindl
Founder & CEO
Rened Labs GmbH
Thomas is an SEO consultant and moderator of the European
Search Engines and 'Robots.txt forums at WebmasterWorld, as
well as a speaker at Search Engine Strategies, WebmasterWorld
PubCon, and other industry-leading events worldwide. He runs one
of Germany`s leading online marketing forums, OMTalk (omtalk.
com), and works with corporate clients from the U.S., Canada, Asia,
and Europe. He has a wide knowledge of the affliate marketplace,
both in Europe and globally. Voted one of the top 50 Internet people
of 2007 by Internet World Business, Thomas founded Refned 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.
Dr. Matthias Blume
Chief Analytics Ofcer
Covario
Dr. Matthias Blume develops advanced analytics capabilities to
help Covario`s large advertising clients better manage cross-media
optimization and drive automated decision management. Previ-
ously, Matthias led targeted marketing, fraud detection, and govern-
ment R&D projects at Fair Isaac Corporation, Reticular Systems,
MESCO Engineering, and the Rockwell Science Center. He earned
his Ph.D. in electrical and computer engineering at UC San Diego
and a B.S. in applied physics from the California Institute of Tech-
nology. He has been active in neural network and statistical pattern
recognition research for 20 years.
Chris Boggs
Director, SEO
Rosetta
Chris Boggs is a specialist in search engine optimization and paid
search advertising. He joined Brulant from Avenue A | Razorfsh 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,
fnancial services, and consumer products, and retail. He is as a
regular speaker at major search marketing conferences, a moderator
and expert columnist for SearchEngineWatch.com, and a member
of the board for SEMPO since 2006. Chris lives with his wife, son,
and daughter, and enjoys golfng, soccer, and fantasy sports.
Michael Boland
Senior Analyst
The Kelsey Group
Michael Boland is a senior analyst in The Kelsey Group`s inter-
active local media program. Before joining The Kelsey Group,
Michael was editor of Innovation World`s TechAlert, a monthly
journal of emerging technology companies. He had previously been
a San Francisco-based freelance writer for business and technology
magazines, such as Red Herring, Business 2.0, Mobile, and Digital-
ife. Michael began his career in business analysis and journalism as
a staff reporter for Forbes magazine, where he covered technology,
online media, and telecommunications.
Carla Borsoi
VP, Research & Analytics
Ask.com
Carla currently leads an Ask.com team dedicated to serving both
the needs of the customer and the business, providing the best user
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Digital marketing and media information can be overwhelming. Important facts can become obscured. Analysis
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But an eMarketer Total Access subscription gives your business the tools you need to organize, understand,
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experience while achieving key business metrics. She is well known
for speaking at industry events, covering how metrics can be used
to make business decisions. In the past two years, she`s conducted
a webinar for the American Marketing Association, delivered a
keynote at eMetrics, spoken at Citibank and Zaaz, spoken at SXSW
twice, and been a featured speaker at the ForeSee User Summit.
Carla has several side projects, included a neglected concept blog,
advising early-stage startups, and organizing tech community social
gatherings. You can fnd out what she`s up to on a regular basis by
visiting www.carlaborsoi.com.
Greg Boser
President
WebGuerrilla LLC
Greg Boser is an Internet marketing consultant who has special-
ized in search engine optimization consulting since 1996. He is the
president and founder of WebGuerrilla, LLC, a marketing frm that
provides SEO services to interactive agencies, PR agencies, and
design frms serving Fortune 1000 clients. Greg is also a regular
contributor and serves as moderator of the keyword research discus-
sion forum at www.webmasterworld.com, the Internet`s leading
discussion forum for SEO professionals.
Erin Bouchier
Business Lead
Google TV Ads Online
Erin joined Google in 2006 and was one of the founders of Goog-
le`s TV Ads platform, working on fnance, marketing, and sales
for the platform`s alpha and beta launches. Now, as the business
lead for Google TV Ads Online, she`s back to the familiar territory
of a Google beta. Previously, Erin worked in strategic planning at
Gap Inc., where she developed the business case for launching Gap
Maternity in stores. Outside the offce, Erin teaches junior high
and high school students entrepreneurship through the BUILD and
Citizen Schools volunteer programs.
Jessica Bowman
SEO Strategist & In-House SEO Expert
SEMinhouse.com
Jessica Bowman delivers insightful, actionable advice in a way that
gets people on board, moving forward and improving the bottom
line. Her 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.
Lisa Buyer
President & CEO
The Buyer Group
When it comes to corporate relationships, Lisa Buyer believes the
chemistry between search and public relations is exponential. As
the founder of three corporate communications agencies and current
CEO of The Buyer Group, Lisa is ambitious about the infuence
public relations has on SEO/SEM, and continues to share her
innovative approach with clients, peers, and associates. She also
consults traditional ad/PR agencies, transitioning from old school
media to today`s best search engine strategies. Her clients have
been published in print and online versions of USA Today, The New
York Times, The Wall Street Journal, and BusinessWeek. Lisa is a
member of SEMPO, SFMIA, and Agency Management Roundta-
ble. She brings SEO/SEM to the boardroom as a critical part of a
company`s public relations and branding strategies.
Marc Canabou
Senior Director, Product Management Leader
Yahoo! Search Advertising
Marc Canabou leads product management for Yahoo Search Adver-
tising. His product teams have global responsibility for matching,
ranking, and pricing across Yahoo`s multi-billion dollar search and
contextual matching marketplaces. Over the past 15 years, Marc
has worked across a wide range of industries, including advertising,
small business software, enterprise systems management, healthcare
services, and biotechnology. Prior to joining Yahoo in 2006, Marc
worked in product management at Intuit, NetIQ, and HealthNet. He
started his career as a management consultant with Booz Allen &
Hamilton. Marc holds an MBA from Stanford and a B.A. from UC
Berkeley.
Rogelio Choy
Chief Revenue Ofcer
RockYou
Ro leads the business efforts for RockYou. Before joining the
RockYou executive team, he managed eBay`s online parts business
as a director at eBay Motors, and also was responsible for managing
market development, including operation of eBay`s U.S. wireless
efforts. Earlier, Ro co-founded Cima Systems, a leading VOIP soft-
ware provider for auto dealers. He earned his MBA from Stanford
University School of Business.
Christine Churchill
President
KeyRelevance
Christine Churchill is president of KeyRelevance.com, a full-
service Dallas search engine marketing company offering search
engine optimization, web analytics, social media marketing, and
pay-per-click management services. KeyRelevance`s clients range
from small businesses to large publicly-traded companies and cover
a wide range of verticals, including travel, education, e-commerce,
and the automotive industry. Churchill speaks regularly at inter-
national search conferences such as Search Engine Strategies,
WebmasterWorld, and Search Marketing Expo. She was a member
of the founding board of directors of the Search Engine Marketing
Professional Organization (SEMPO) and has served as an offcer
of the board for the Dallas/Fort Worth Search Engine Marketing
Association (DFWSEM) since its inception. She holds a master`s in
business and has over 10 years of online marketing experience.
Trevor Claiborne
Product Manager
Google
During his two years at Google, Trevor has worked on projects
ranging from helping small businesses advertise online to launching
Google Ad Planner, Trends for Websites, and Insights for Search.
Currently, Trevor focuses on marketing Website Optimizer and
promoting website testing to online marketers. He is one of the
founders of Google for Business Educators, and he writes for the
Inside AdWords and Website Optimizer blogs. Trevor holds degrees
from UC Berkeley in psychology and linguistics. He lives in San
Francisco.
Bruce Clay
President
Bruce Clay, Inc.
Clay has operated as an executive with several high-technology
businesses and comes from a long career as a technical manager
with Boole and Babbage, Amdahl, Convergent Technologies,
Acer America, and, since 1996, in the Internet business consult-
ing area. Clay holds a B.S. in math/computer science and an MBA
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from Pepperdine University, has had many articles published, has
spoken at over 100 sessions, and has been quoted in The Wall Street
Journal, USA Today, PC Week, Wired Magazine, Smart Money,
several books, and other publications. He has authored many
advanced search engine optimization tools that are available from
his company`s websites.
James Colborn
Director
Microsoft Advertising
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 a boutique search engine market-
ing frm, 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.
Barbara Coll
CEO
WebMama.com Inc.
Barbara 'WebMama Coll is an internationally-recognized expert in
search engine marketing (SEM), with a frm grasp on the indus-
try`s offerings and their direction. Her knowledge extends to how
search engines use and display fresh content, including blogs,
RSS, and video. She has strong beliefs on why her clients need to
get involved in these marketing tactics. Barbara has been active in
the Silicon Valley world for 21 years, including roles in product
and program marketing. In 1996 she founded WebMama.com to
provide strategic and tactical consulting in the world of online
marketing. WebMama.com is now a multi-million dollar company
with a number of brand name clients, including HP, Guthy-Renker,
VMware, and Verisign. Barbara was founding president and chair of
the Search Engine Marketing Professional Organization (SEMPO).
She has a computer systems engineering degree from Carleton
University in Ottawa, Canada. She lives in Menlo Park, Calif., with
her patient family.
Ray Catsh Comstock
Senior Search Strategist
BusinessOnLine
Ray 'Catfsh Comstock is the senior search strategist at Busines-
sOnLine. He has more than 10 years` experience in the search
marketing industry, specializing in organic search engine optimi-
zation and social media strategy. Ray has presented at numerous
industry conferences, including the Online Marketing Summit,
Online Market World, and the Business Marketing Association
(BMA) Annual Conference. He is quoted extensively in trade and
business publications and is considered an infuential member of
the SEO community. 'Catfsh authors thought leadership papers
and articles for industry publications, including the BusinessOnLine
SEO Blog, which is syndicated through WebProNews.
Ivan Davtchev
Lead Product Manager, Search Relevance
Yahoo! Search
Ivan Davtchev is the lead product manager for Yahoo Search and
is primarily responsible for core areas including relevance, content
crawl, and indexing. Prior to joining Yahoo in 2008, Ivan held vari-
ous product management roles at Google. He helped Google build
its presence and double market share in Russia, and led product
management in European and Middle East emerging markets. He
was also responsible for the rollout of Google search technolo-
gies in 40 international markets. Previously, Ivan was a program
manager at Microsoft, where he worked on security and cryptog-
raphy products. He holds a computer science degree from Harvard
University and is the author of multiple patents.
Sam Decker
Chief Marketing Ofcer
Bazaarvoice, Inc.
Sam Decker is a recognized expert in e-commerce, word-of-mouth
marketing, and direct marketing. A frequent speaker at marketing
and e-commerce events and author of an award-winning marketing
blog, Decker brings more than 15 years of marketing and online
retailing experience to Bazaarvoice. As CMO, he is responsible
for leading Bazaarvoice`s corporate marketing and PR. Previously,
Decker spent seven years of leadership at Dell, Inc., in marketing,
e-business, and CRM. From 1999-2003, he led Dell`s consumer
web site, building Dell.com into the largest consumer e-commerce
site at $3.5 billion in annual sales. Before Dell, Decker spent more
than six years leading marketing at B2C and B2B startups and
became a pioneer in online community building.
Stoney deGeyter
President
Pole Position Marketing
Stoney deGeyter is the president of Pole Position Marketing.
Founded in 1998, Pole Position grew into a leading search engine
marketing frm providing SEO, usability, and website architec-
ture consulting services to clients all over North America. Stoney
pioneered the concept of destination search engine marketing,
which is the driving philosophy of how Pole Position Marketing
helps its clients expand their online presence and improve online
conversion rates. He is associate editor at Search Engine Guide,
where he regularly blogs about SEO theories, strategies, and
process checklists. He has authored three e-books: E-Marketing
Performance: Effective Strategies for Building, Optimizing and
Marketing your Website Online; Keyword Research and Selection:
The Defnitive Guide to Gathering, Sorting and Organizing your
Keywords into a High-Performance SEO Campaign; and Destina-
tion Search Engine Marketing. Stoney has fve children and is a
master of useless trvia and obscure movie quotes.
Heather Dougherty
Director, Research
Hitwise
Heather is a leading authority in online commerce and marketing, a
result of covering the feld extensively since 1997. At Hitwise, she
continues her focus on the space, providing clients with insight into
online consumer behavior and competitive intelligence. Heather`s
expertise of the online commerce landscape has been quoted exten-
sively in the press, including The Wall Street Journal, The New York
Times, and BusinessWeek. She speaks frequently at industry events
such as Shop.org, Internet Retailer, ad:Tech, and Search Engine
Strategies. Prior to joining Hitwise, Heather was with Nielsen//
NetRatings as a senior retail analyst, where she provided strate-
gic analysis and designed custom research projects. Before that,
she spent four years with Jupiter Research, covering the online
retail and commerce space, including marketing and promotions,
merchandising, and personalization.
Fionn Downhill
CEO & President
Elixir Systems
Fionn is CEO and president of Elixir Interactive, a digital marketing
agency that focuses on search and social media, helping companies
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understand how their customers think and interact online. Elixir
Interactive strives to create dynamic partnerships with all its clients
to ensure Internet marketing is a major factor in the growth of their
online brand as well as sales and lead generation efforts. Fionn
is very involved in the advancement of online marketing and is a
strong advocate for best business practices in the industry. She is a
founding member of the SEMPO Institute and a past SEMPO board
member. Fionn is a frequent speaker on search engine marketing.
Joshua Dreller
Director of Media Technology & Analytics
Fuor Digital
Joshua Dreller joined Fuor Digital as director of media technol-
ogy and analytics in June 2007. His responsibilities include staying
abreast of cutting-edge digital technologies to maximize the effect
of digital media on client goals. Joshua is fuent in many software
programs and applications, including Mediaplex, Omniture Search-
Center, Google Adwords, Yahoo Search Marketing, Microsoft
adCenter, and Nielsen`s @Plan. He sits on the standards committee
for the Web Analytics Association, is a certifed Google Analyt-
ics professional and Yahoo search ambassador, and designates his
expertise and commitment to their search marketing platforms.
Paul Edmondson
Co-founder & CEO
YieldBuild
Paul was part of the executive team at MongoMusic, which was
acquired by Microsoft in 2000. Paul held group management
positions at MSN Entertainment over product management, qual-
ity management, operations, and business management. Before
MongoMusic and Microsoft, Paul was a developer at Hewlett Pack-
ard. Paul hails from San Luis Obispo, Calif., and graduated from
California Polytechnic University.
Bryan Eisenberg
Co-founder
Future Now, Inc.
Bryan Eisenberg is a co-founder of Future Now, Inc. (FUTR.OB),
an interactive marketing optimization frm. He is a co-inventor
Persuasion Architecture, Future Now`s framework for optimizing
online experiences to maximize lead generation, subscriptions, and
sales. He is the publisher of Future Now`s award-winning blog,
GrokDotCom, a columnist for ClickZ and Forbes.com, and has
authored several books and reports, including The New York Times,
USA Today, and The Wall Street Journal-bestselling Call to Action
and Waiting For Your Cat to Bark? Bryan is a sought-after speaker
at major business conferences, including DMA Annual, ad:Tech,
Search Engine Strategies, Internet World, eMetrics Summit, and
Wizard Academy. He has been recognized by publications such as
The Wall Street Journal, Forrester Research, Inc Magazine, and DM
News for his thought leadership in the areas of Internet marketing,
online customer behavior, web analytics, and multivariate testing.
Mona Elesseily
Director of Marketing Strategy
Page Zero Media
At Page Zero Media, Mona focuses on paid search strategy and
conversion improvement. In her career, she has signifcantly
improved campaign performance for large brands such as Capital
One, CareerBuilder.com, and Cathay Pacifc, as well as high-tech
B2B enterprise niches. Mona is considered by many the author-
ity on the Yahoo Search Marketing platform. She completed the
world`s only guide to Yahoo Search Marketing (a.k.a. Overture)
called 'Mastering Panama: A special report on Yahoo`s new search
marketing platform (August 2007). Mona is a regular speaker at
marketing conferences. Her industry knowledge is regularly sought
after by the business community, including Wall Street analysts.
She`s based in Vancouver, British Columbia, and enjoys West Coast
activities such as yoga and hiking.
Brian Ellefritz
Senior Manager, Social Media Marketing
Cisco Systems
Over the past two years, Brian has focused on building a social
media marketing practice that works for Cisco one that supports
the brand, enables and encourages early adopters, drives for
sophistication, and focuses on results. Brian and his team have
helped build a foundation of training, resources, collaboration, and
job-sharing practices while still acting as a central consultancy that
manages complex social media efforts. Brian is a seasoned technol-
ogy marketer who, in the last decade, has led the evolution of digital
marketing practices at brands like Apple Computer, Netscape, Sun
Microsystems, and now Cisco. At each of these brands, he built
teams and platforms to take advantage of new marketing practices
in e-mail, demand generation, and social media.
Paul Elliott
Partner, Search & Media/Analytics & Optimization
Rosetta
Paul Elliott is the partner in charge of Rosetta`s acquisition market-
ing practice. He has 10 years of experience in Internet marketing,
with a focus on organic search engine optimization and paid search
engine marketing. His work has helped countless companies achieve
signifcant results and ROI from their online marketing invest-
ments. Paul has extensive experience in designing, executing, and
measuring the performance of integrated online marketing programs
for mid- to large-sized companies. He is a nationally-recognized
speaker, with recent engagements at the Massachusetts Institute of
Technology (MIT), Search Engine Strategies, and Net.Finance.
Eric Enge
President
Stone Temple Consulting
Eric is the president of Stone Temple Consulting, a six-person SEO
frm with offces in Massachusetts and California. Eric is also VP of
marketing for Moving Traffc, Inc., a web publishing company that
publishes its own websites, which can have tens of thousands of
pages. Eric handles all the SEO for Moving Traffc.
Marc Engelsman
VP, Client Programs & Services
Digital Brand Expressions
Marc Engelsman is a VP at Digital Brand Expressions, a top-tier
search engine and social media marketing frm serving Fortune
1000 and middle-market companies that understand the value of
being 'found on the web. With over 25 years of experience in
marketing and advertising - much of it with New York City-based
agencies - Marc`s multi-disciplinary marketing background
translates into search and social media success as he integrates
offine and online strategies for DBE`s clients. Marc serves on the
SEMPO research committee and is a SEMPO Institute mentor.
Steve Espinosa
VP of Innovation
eLocal Listing, LLC
Espinosa brings years of experience in Internet search, web product
development, product development, multimedia, and search engine
optimization. He was responsible for the development of the iZone
product, the precursor to eLocal Listing`s current product offering.
Based on his knowledge of SEO, video production, design, and
marketing, eLocal has become a premier supplier of successful SEO
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has consummated several major web development contracts for
large companies such as Honda and Bridal Networks.
Dave Evans
VP
Digital Voodoo
'If I couldn`t interrupt you, how would I reach you? That`s the
question Dave Evans starts with as a social media strategist focused
on marketing and the impact of the social web on businesses. Dave
is the author of Social Media Marketing: An Hour a Day, a practi-
cal, hands-on guide to implementing and measuring social media
as part of an integrated marketing program. In 2005, he cofounded
HearThis.com, a podcasting service frm focused on social media
and marketing. In 1994, Dave cofounded Digital Voodoo, which
provides strategic marketing services for clients wanting to tap the
power of the social web. Dave has served on ad:tech`s advisory
board and WOMMA`s measurement and metrics council. He writes
ClickZ`s social media column.
Liana Evans
Director of Social Media
Serengeti Communications
Since 1999, Liana 'Li Evans has been active in the search market-
ing arena, becoming well-versed in all avenues of social media
and search marketing. She runs the Search Marketing Gurus blog
and is the director of social media for Serengeti Communications,
a Washington, D.C.-based online marketing frm that focuses on
building social media strategies for companies and training compa-
nies to bring online marketing in-house. As a database designer and
programmer since 1992, Liana has developed technical expertise
in dealing with large-scale retail sites. She holds degrees in both
public relations and information technology. She speaks and trains
at Search Engine Strategies and other industry conferences and is
currently writing a book about social media marketing for Pearson
Education; it will be published in the fall of 2009.
Allison Fabella
SEO Manager
The Atlanta Journal-Constitution
Allison Fabella directs all strategic and tactical SEO initiatives for
the southeast`s largest newspaper, The Atlanta Journal-Constitution,
as well as its properties AJCHomefnder, AJCCars, AJCJobfnder,
AccessAtlanta, and others. She also serves as the AJC`s SEO
evangelist, holding training courses for editorial, IT, design, and
management. Allison began her search career in 2003 at the Atlanta
search marketing agency Prominent Placement. She then migrated
in-house to the publishing company, Primedia, where she managed
SEO for several large, dynamic sites, including NewHomeGuide.
com and AutoGuide.com. Having done search both on the agency
side and in-house, Allison offers a well-rounded perspective of
search marketing, literally from the inside and out. A well-respected
member of Atlanta`s SEO community, Allison is the VP of program-
ming for Atlanta SEMPO.
Sally Falkow
President
PRESSfeed
Sally Falkow has been creating news coverage for both small and
large organizations for over 25 years. She holds an accreditation
in public relations from the PR Society of America. Her interest
in the shift in media consumption caused by the Internet led to her
cutting-edge approach to online media relations. Her understanding
of the convergence of PR and search has made her a thought leader
in the feld of online PR, brand awareness, blogger relations, and
news search. Read her blog at http://falkow.blogsite.com.
Kathleen Fealy
President
KF Multimedia & Web, Inc.
Kathleen Fealy, president of KF Multimedia & Web, Inc., has
developed online marketing strategies for more than six years for
clients in the B2C, B2B, and e-commerce sectors, improving their
visibility in the organic listings. By focusing on both her clients`
objectives and their visitors` needs, Kathleen has worked with many
companies to improve their overall web strategy, site visibility,
and customer experience. She is SEMPO`s education committee
co-chair and a contributor to SEMPO Institute courses. She has
spoken at various business and industry events and is a member of
the Usability Professionals` Association.
Jeff Ferguson
Senior Director, Online Marketing
Local.com
Jeff Ferguson currently directs all online marketing efforts for
Local.com via a variety of channels, including SEO/SEM, affliate
programs, display, and social media. An online marketing veteran
since 1995, Jeff has led the online marketing efforts for companies
such as Hilton Hotels, Kimberly-Clark, InterActiveCorp, Experian,
and Napster. No stranger to the speaking circuits throughout the
U.S. and Europe, Jeff has spoken at the Digital Hollywood, Online
Marketing Summit (OMS), and Search Engine Strategies (SES),
where he serves on the advisory board.
Michael Fertik
CEO
ReputationDefender
Michael Fertik founded ReputationDefender in 2006 on the belief
that citizens have a right to defend their online reputation.
Headquartered in Silicon Valley, Calif., the company has custom-
ers in more than 40 countries and is considered the global leader
in online reputation management. As CEO and as a member of the
advisory board of The Internet Keep Safe Coalition (iKeepSafe),
Fertik is regarded as the pioneer of online reputation management
and the foremost expert on issues of online privacy. He has been
interviewed by media such as CNN, ABC News, Newsweek, The
Wall Street Journal, The New York Times, NPR, and others. He is a
graduate of Harvard College and Harvard Law School, and is also
the founder of the Campaign for National Majority.
Brian Fetherstonhaugh
Chairman & CEO
OgilvyOne Worldwide
Over the past 25 years, Brian has worked hands-on with many of
the world`s leading brands, including IBM, American Express,
Coca-Cola, Motorola, BP, Kodak, and Yahoo. He began his career
in brand management with Procter & Gamble Canada. He then
joined the advertising frm Ogilvy & Mather and later became
president of its Canadian operations. Today, Brian leads OgilvyOne
Worldwide, the interactive marketing and consulting arm of the
Ogilvy Group. With more than 5,000 staff in 50 countries, Ogilvy-
One is at the forefront of the digital revolution. Brian plays hockey
every Sunday night, and plays guitar and harmonica in a rock band
aptly named Plan B.
Greg Finn
Director of Internet Marketing
10e20
Greg Finn is the director of Internet marketing for 10e20, a lead-
ing social media marketing company. He has been in the Internet
marketing industry for fve years and specializes in social media
marketing along with e-commerce optimization. Greg has a knack
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for taking creative approaches on social media that provide a posi-
tive ROI for some of the biggest companies in the world. He is also
a columnist for Search Engine Land and writes in-depth articles
about social media and Internet marketing on 10e20`s blog.
Paul Forster
CEO
Indeed
Paul Forster is CEO and cofounder of Indeed, a search engine for
jobs that pioneered a radically improved approach to job search.
Since 2004, Indeed has given job seekers free access - instantly,
in a single search - to millions of jobs from thousands of company
websites, job boards, newspapers, blogs, and associations. Indeed
was selected by Time magazine as one of the top 10 websites in
2007 and by PC World as one of the best 50 websites. Paul previ-
ously cofounded Jobsinthemoney, the leading fnance jobsite, which
was named as Forbes` best fnance jobsite before being acquired
in late 2003. Prior to that, Paul was an investment manager at the
International Finance Corporation and an executive at De Beers.
Nicholas Fox
Business Product Mgmt. Director, AdWords
Google
Nicholas Fox is a business product management director on
Google`s AdWords team. In this role, he leads product management
for Google`s ads quality efforts, focused on optimizing the end user
experience with ads displayed through Google`s AdWords program.
He is responsible for the development and improvement of the algo-
rithms that determine the display, ranking, and pricing of AdWords
ads on Google and its partners. Nicholas also leads product manage-
ment for AdWords bidding features, which enable advertisers to
maximize their ad performance and simplify their bid management.
Prior to joining Google in 2003, Nicholas was a consultant with
McKinsey & Company in Palo Alto, Calif., focusing on corporate
fnance and strategy for technology companies. He studied econom-
ics at Harvard College, from which he graduated magna cum laude.
Robert Friedman
Partner
Kelley Drye & Warren
Robert Friedman is a partner in the frm`s New York offce. He
focuses his practice on commercial litigation with an emphasis on
Internet jurisdiction, the Computer Fraud and Abuse Act, and online
marketing litigation issues. His clients range from global software
developers to startup companies. He also handles securities litiga-
tion, internal investigations, restrictive covenants, and intellectual
property. Rob has published several articles on jurisdiction issues
involving the Internet and e-commerce. He has also been widely
quoted in Thomson Reuters, CNNMoney.com, Forbes.com, The
New York Law Journal, and The Wall Street Journal.
Todd Friesen
VP, Search
Position Technologies
Todd Friesen is considered by many to be an SEO pioneer. He
entered the SEO world in 1998 and has since worked with top-name
clients like Sharper Image, Nike, and Neiman Marcus on natural
search optimization. He is an expert in search engine marketing,
a former administrator at WebmasterWorld, and a former modera-
tor for Search Engine Watch. He is co-host of the popular SEO
Rockstars on WebmasterRadio.FM, as well as a regular speaker
at Search Engine Strategies, WebmasterWorld Pubcon, SMX, and
other conferences. Todd holds a bachelor`s degree from the Univer-
sity of Calgary and currently resides in Gig Harbor, Wash.
PJ Fusco
Natural Search Director
Netconcepts
P.J. Fusco has been working in the Internet industry since 1996,
when she developed her frst SEM service while acting as general
manager for a regional ISP. She is a former SEO manager for
Jupitermedia and a former SEM manager for an international health
and beauty dot-com that generated more than $1 billion a year
in e-commerce sales. Today, she is director for natural search for
Netconcepts, a cutting-edge SEO agency with offces in Madison,
Wisc., and Auckland, New Zealand.
Brad Geddes
Founder
bgTheory.com
Brad is the founder of bgTheory.com, a company dedicated to
consulting, educating, and training businesses on Internet market-
ing theory and best practices. Previously, Brad was the director of
search for RH Donnelley, a leading publisher of Yellow Pages. He
has provided usability, PPC, and SEO consulting services to a wide
range of companies. He`s been involved in online advertising since
1999, and has written extensively on Internet marketing. One of his
trademarks has been demystifying the more complicated aspects of
SEO, PPC, and Internet advertising. Brad educates his audiences on
the various aspects of crafting successful marketing campaigns to
ensure the success for all parties involved.
Ethan Gifn
CEO
Groove Commerce
Groove Commerce is the brainchild of Ethan Giffn, an indus-
try expert in the dynamic technologies behind e-commerce and
e-marketing. Formerly the director of e-commerce at $5 billion
Allegis Group, Giffn was the chief architect behind the manage-
ment, marketing, design, and success of Thingamajob.com, an
Internet job portal for some 18,000-plus continuously updated job
openings with a database of over 5 million members. For over a
decade, Ethan has lived and breathed e-commerce and web market-
ing. He envisions clients being highly successful in e-commerce
without having to become experts on e-commerce technology.
Ethan has spoken at many of the industry`s top conferences, includ-
ing Search Engine Strategies, ad:Tech, and PubCon.
Maura Ginty
Senior Web Manager, Web Content Team
Autodesk, Inc.
Maura Ginty joined Autodesk with 12 years of digital wordplay
experience, establishing the company`s frst centralized SEO
program. She created Autodesk`s frst series of best practices, led its
innevative ideas Ier marketing eptimizatien and hew te get

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frst cross-functional councils, and established employee trainings
for search. She helped update Autodesk standards for paid search,
internal search, and social media marketing. Next on the horizon:
completing and documenting the company`s frst global SEO case
study. She went straight from Wellesley College to online media,
combining technical and editorial roles at JupiterMedia, Lonely
Planet, Symantec, and a small collection of strange nonprofts.
Adam Goldberg
Chief Innovation Ofcer
ClearSaleing
Adam is a seasoned sales manager. Prior to ClearSaleing, Adam
grew Google`s frst inside sales team into a $500 million a year
organization. He also created Google`s proprietary B2B search
engine to help his sales team identify prospects and to help the
company better understand its customer base. Prior to Google,
Adam started Actuate Software`s inside sales division, growing the
team from one person to 20. Before that, Adam was a salesperson
for Oracle Corporation and managed major accounts such as Nike,
Wal-Mart, and Frito Lay.
Chris Golec
Founder & CEO
Demandbase
Chris founded Demandbase in 2006 and has led the company
to deliver technology solutions that today help more than 1,000
businesses improve online marketing. He started his frst software
company, Supplybase, in the mid `90s to radically improve the way
large enterprises manage their global supply chains. The company
grew quickly and was acquired by i2 Technologies (ITWO) in 2000
as part of the largest software merger in history. Prior to becoming a
software entrepreneur, Chris spent 10 years with GE and DuPont in
global marketing, sales, and engineering roles. He earned a B.S. in
chemical engineering from Michigan State University and an MBA
from Boston University.
Andrew Goodman
SES Toronto Chair
Principal, Page Zero Media
Goodman is founder and president of Toronto-based Page Zero
Media, a full-service marketing agency founded in 2000. Page Zero
focuses on paid search campaigns as well as a variety of custom
digital marketing programs. Clients include Direct Energy, Canon,
MIT, BLR, and a host of others. He is also co-founder of Traf-
fck.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 SES Toronto; 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. He also co-founded HomeStars, a consumer
review site with aspirations to become 'the TripAdvisor for home
improvement. He lives in Toronto with his wife Carolyn.
Eli Goodman
Search Evangelist
comScore, Inc
Eli Goodman leads the business development team for comScore`s
custom solutions division, where he plays an integral role in
educating the industry on comScore`s innovative and consultative
services. He is a 10-year veteran of the technology and market
research industry, with experience in marketing research, search,
online media, and events. Previously, Eli worked at Hitwise, where
he honed his knowledge of the web analytics industry, specif-
cally focusing on search projects related to retail, travel, fnancial
services, and publishing. Eli began his career at Gartner, Inc. as a
member of the business development team. He earned a B.A. in
organizational and behavior management from Brown University
and currently resides in New York City.
Michael Gray
Owner
Atlas Web Service
In 1998, the company I was working for said, 'You`re in manage-
ment, you understand sales, and you seem to know a little about
computers, so we`re going to put you in charge of our new website
starting Monday. I took some classes and learned some program-
ming. At the time, we were paying $10,000 a month for someone
to host our shopping cart; we had less than 1,000 visitors a month
and were making less $10,000 in 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 and
programming revisions, we were averaging between up to 50,000
unique visitors a day, with yearly revenues in excess of $25 million.
Currently, I work on affliate marketing projects and client work.
Mike Grehan
Co-Chair
Search Engine Strategies Advisory Board
Mike Grehan is a New York-based, international consultant who has
been involved in online marketing since 1995 and is recognized as a
leading search engine marketing expert. His knowledge of conven-
tional marketing, combined with his technical skills and understand-
ing of search engine algorithms, has helped many top frms improve
their visibility on search engines and directories. Mike is a highly
sought-after speaker who has written multiple books and white
papers. His second edition of Search Engine Marketing: The Essen-
tial Best Practice Guide gained plaudits from numerous industry
authorities. Mike writes as an expert for ClickZ.com, and his own
personal newsletter is read by over 17,000 international subscribers.
Ben Hanna
VP Marketing
Business.com
Ben Hanna oversees all aspects of marketing and brand strategy for
Business.com and Work.com, including direct and onsite market-
ing, public relations, search engine marketing, advertising, trade
shows, and collateral. He brings more than 10 years` experience
leading B2B marketing efforts, from both the agency and company
perspectives. Earlier, Ben led the eBay business team responsible
for driving B2B trade. He was also VP of marketing for IronPlanet,
a leading online marketplace for used construction equipment.
Beth Harte
Principal
Harte Marketing & Communications
Beth Harte is a marketer, blogger, speaker, communicator, connec-
tor, adjunct professor, and a community manager for Marketing-
Profs. Beth has over 14 years of experience in integrated marketing
communications, strategic planning, branding, and SEO/SEM, and
fve years of experience with social media. Beth speaks on a range
of marketing, communications, and social media topics, including
brand monitoring and management, and public relations 2.0. Beth`s
blog, The Harte of Marketing, is featured in AdAge`s 'power 150,
a globally recognized ranking of top media and marketing blogs.
Dennis Haugan
Sr. Director, Interactive Marketing
T-Mobile USA
Dennis Haugan is currently leading his ffth website redesign and
eighth microsite design at T-Mobile USA. He has translated vision
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into multi-year web strategies for marketing, sales, and care over
the last 10 years. Efforts led by Dennis moved T-Mobile USA from
last place within the wireless industry to leadership positions in
many key areas. In February 2007, Forrester Research gave www.t-
mobile.com the second best website score in its 'best and worst
cross channel design study. Dennis and his team grew website traf-
fc by 40 percent last year by integrating organic and paid search,
online advertising, and social marketing programs. He is now
focused on universal site design and SEO.
Jim Hedger
Lead Blogger
Webmaster Radio
Jim Hedger is a writer, speaker, and broadcaster specializing in
organic SEO, search marketing, and the business of the Internet.
He works with WebmasterRadio.FM as lead blogger, interviewer,
researcher, producer, writer, and show host. He`s been involved in
the SEO feld since the days of the dinosaurs. During his career,
he`s shared drinks with Jeeves the butler, tossed sticks to that sock-
puppet dog from Pets.com, and walked away from a staring contest
with Googlebot, confdently declaring a tie. When not traveling
between conferences or working at the studio, Jim is exploring his
readopted city of Toronto on a dangerously fast red bike.
Simon Heseltine
Senior Marketing Manager
AOL, LLC
Simon Heseltine is a senior marketing manager at AOL in northern
Virginia (AOL properties had an average of 106 million domestic
monthly unique visitors during the frst quarter of 2009). Simon has
had experience working both in-house and in an agency capacity,
performing search marketing functions for small and large compa-
nies in a variety of industries.
Sean Heywood
Managing Partner
MR Barber Shop & Urban Lounge
Sean co-founded MR from a Starbucks in Brooklyn, and launched
the frst MR location nine months after graduation from business
school. Previously, he worked for McKinsey & Company within
the frm`s insurance practice. Sean started his career as a fnancial
analyst in Morgan Stanley`s fnancial institutions group. He holds
a B.A. from Brown University (magna cum laude) and the London
School of Economics. He also holds an MBA from Stanford. Sean
sits on the alumni steering committee for Management Leadership
for Tomorrow, a nonproft organization in the education space.
Carrie Hill
Certied SEM & Director of Search Strategies
Blizzard Internet Marketing
Carrie Hill is a SearchEngineWatch.com expert, and the SEO team
leader for Blizzard Internet Marketing, Inc. Carrie is also a small
business owner and, along with her husband, operates a painting
business in the Vail and Aspen area of Colorado. Understanding
the obstacles that small business owners face has helped her apply
specifc search engine marketing strategies to gain positive results
for a variety of clients. Along with speaking at previous Search
Engine Strategies events in New York and San Jose, her SearchEn-
gineWatch.com column is featured every other Tuesday.
David Hoffman
Founder
Search Smart Marketing
David Hoffman is founder of Search Smart Marketing, which helps
small and mid-size enterprises reach their search engine marketing
objectives. The company provides its clients with the kind of large
agency capabilities, service, and practices afforded to big brands on
a smaller, regional scale. Prior to forming Search Smart Marketing
in 2005, David was VP/managing director for Wahlstrom Interac-
tive, whose search clients included Enterprise Rent-a-Car and
Hilton Hotels. From 1996-2000, David was Internet project director
at Gannett Newspapers, leading the early web initiatives for The
Journal News. His frst Internet marketing venture was with Online
Design in 1995, whose projects included building the frst websites
for TGIFriday`s, Barr Laboratories, and others.
Sara Holoubek
Consultant & Columnist
SEMPO President
Sara Holoubek is a corporate strategy consultant, advising growth
frms and investors in the interactive technology and advertis-
ing sector. She is also a contributing editor of DMNews, covering
digital trends. In 2009, Holoubek was elected president of the
Search Engine Marketing Professional Organization (SEMPO).
From 2003-05, she served as iCrossing`s chief strategy offcer,
building the frm`s New York offce and repositioning the iCrossing
brand as it raised an early VC round of $13 million. Previously, she
held posts in client strategy with interactive agencies Organic and
Blue Dingo. Her vertical expertise covers more than 10 sectors and
includes work with Levi Strauss & Co, Bloomingdales, LexisNexis,
Texas Instruments, and Century 21 Real Estate.
Gordon Hotchkiss
President & CEO
Enquiro
In understanding search user behavior, no one is a more respected
voice than Gord Hotchkiss. He and the research team at Enquiro
have built a solid reputation as the leading experts in understand-
ing not only what happens on a search portal, but also why. Gord`s
voracious personal curiosity extends into areas as diverse as neurol-
ogy, psychology, genetics, sociology, and anthropology, always with
the goal of understanding why we do the things we do and what
that means for marketing strategy. In addition to being the CEO and
co-founder of Enquiro, Gord is a director and the past chairman
of SEMPO, a columnist for MediaPost and Search Engine Land, a
regular presenter at industry events, and a popular keynote speaker.
Bill Hunt
President
Back Azimuth Consulting
Bill is a top thought leader on global search engine marketing and
social media and has spoken at conferences in over 30 countries.
Press, industry analysts, and corporate leaders frequently seek Bill`s
advice to effectively leverage enterprise/global search market-
ing and social media strategy. Bill was previously CEO of two of
the largest global search marketing frms, Global Strategies and
Outrider - both of which were acquired by WPP. As CEO, Bill
grew both companies, oversaw global expansion, and provided stra-
tegic search marketing services for Fortune 100 companies such as
Adobe, Cisco, IBM, Intel, Nestle, P&G, and Zurich Financial. He is
currently on the board of directors of the SEMPO. He earned a B.A.
in Asian studies/Japanese from the University of Maryland (Tokyo
campus), and a B.S. in international business from California State
University, Los Angeles. Bill is also a veteran of the Marine Corps.
Motoko Hunt
Founder, Japanese Search Marketing Strategist
AJPR LLC
Since Motoko established AJPR in 1998, she has been provid-
ing Japanese SEO/SEM services to companies around the world,
helping them enter the Japanese market using the Internet. Her
consulting services, with her extensive knowledge of the Asian and
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Japanese markets, have made a big impact on the search marketing
campaigns of some of the world`s most popular brands. She writes
about the Japanese online market at her blog at AJPR.com and
Multilingual-Search.com. She is a chair of the SEMPO Asia Work-
ing Group, and a co-chair of SEMPO Japan.
Dr. Tomasz Imielinski
EVP, Global Search & Answers
Ask.com
As EVP of global search and answers, Imielinski is responsible
for the algorithmic search technologies that power Ask.com web
search, as well as key vertical search services, including image,
news, and blog search. These core search technologies, including
Ask.com`s heralded algorithm ExpertRank, mine and rank struc-
tured and unstructured data from across the web. Imielinski joined
Ask.com in 2004 as VP of data solutions and was promoted to his
current position in 2006. Currently on leave, Imielinski has been
a professor at Rutgers University since 1983. From 1996-2003, he
served as chairman of the university`s computer science department.
Mark Jackson
Search Engine Watch Expert
President & CEO, VIZION Interactive
Mark Jackson joined the interactive marketing fray in early 2000.
His journey began with Lycos/Wired Digital, where he managed
several integrated marketing programs with a focus in the fnance
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 frms in the United
States. Mark is a board member of the Dallas/Fort Worth Search
Engine Marketing Association (DFWSEM) and a member of the
Dallas/Fort Worth Interactive Marketing Association (DFWIMA).
He spent several years in traditional marketing (radio, television,
and print) prior to venturing into all things web.
Richard Jalichandra
President & CEO
Technorati
Richard is a veteran Internet executive whose media experience
includes leadership roles across the media spectrum: as a client, at
an agency, as a publisher, and with an advertising network. As CEO
of Technorati, he oversaw the acquisition of BlogCritics.org and
the launch of Technorati Media. Previously, he served as SVP of
corporate development for Exponential Interactive, Tribal Fusion`s
parent company; SVP of business development for Fox Interac-
tive Media; and VP of business and corporate development at IGN
Entertainment. Earlier, Richard led national accounts sales at Lycos,
and founded K23 Creative Services in Singapore.
Greg Jarboe
President & Co-founder
SEO-PR
Greg Jarboe is the president and co-founder of SEO-PR, a search
engine optimization frm, public relations agency, and video
production company. Founded in 2003, SEO-PR has won a Golden
Ruler Award from the Institute for Public Relations and PR News,
and was a fnalist for SES Awards in three categories: best social
media marketing campaign, best B2B search marketing campaign,
and best integration of search with other media. Greg is a frequent
speaker at Search Engine Strategies and is the news search, blog
search, and PR correspondent for the SEM news blog at Search
Engine Watch. He is regarded as a pioneer and leading authority on
online publicity and is a member of the Market Motive faculty. He
is writing a book, YouTube and Video Marketing: An Hour A Day,
which will be published in August by Wiley.
Horst Joepen
CEO
Searchmetrics
Horst Joepen is responsible for general management and strat-
egy at Searchmetrics. He has a broad background in Internet and
software technology as a successful software entrepreneur. Among
other ventures, he spun out Webwasher - an IT security product,
web- and ad-flter - from Siemens AG, growing it into a success-
ful worldwide IT security business, including a successful exit
to a leading U.S. IT security vendor. He served in various senior
management and executive positions at Nixdorf Computer AG,
Siemens AG, Secure Computing Inc., and Cyberguard Inc.
Dixon Jones
Managing Director
Receptional LTD
Dixon has spoken internationally about the importance of online
link development for six years. His company provides a tailored
Internet marketing consultancy for many U.K. organizations,
including Nokia, Daily Mail Group, and MoneyCorp. Receptional
formed in 1999 when a large London property asked Dixon to look
at why no serious prospects were looking at its website. Since then,
one in three occupants in the large Mayfair property found a tempo-
rary home via the Internet clearly a dramatic turnaround.
Ron Jones
President/CEO
Symetri Internet Marketing
Ron is an Internet marketing strategist, trainer, columnist, and
owner of Symetri Internet Marketing. Since 1998, the company has
been providing strategic consulting and Internet marketing solutions
for companies like Sealy Inc., Broyhill Furniture, Kimberly Clark
Healthcare, and Wachovia. Ron is actively involved in the SEM
community and speaks regularly at conferences and seminars. He
conducts training workshops for social media marketing, search
engine optimization, paid search advertising, and web analytics; is
a columnist for SearchEngineWatch.com; serves on the board of
directors for SEMPO; and co-chairs the SEMPO Institute.
Aaron Kahlow
Chairman & Founder
Online Marketing Summit
Aaron Kahlow serves as chairman and founder of the Online
Marketing Summit and its educational arm, the Online Market-
ing Institute. Having delivered hundreds of keynote speeches and
seminars nationwide, he is one of the more well-known faces in
the online marketing and advertising space. Aaron is considered a
leading online marketing educator and can translate online market-
ing technology jargon into simple marketing and business terms.
He is a recognized authority on social media, e-mail marketing,
website usability, SEO, web analytics, and overall web strategy.
He was named one of the top 40 entrepreneurs under the age of
40 by Metropolitan Magazine in 2006. Aaron`s passion is people:
connecting with them, understanding them, and helping them.
Brian Kalma
Head of User Experience & Web Strategy
Zappos
Brian Kalma joined Zappos.com in 2003 and is responsible for user
experience and web strategy. During his frst fve years at Zappos,
he helped build the creative services department, which included
product photography/image processing, design, front-end develop-
ment, and user experience. Brian is currently mastering the hard
level on Guitar Hero, loves `80s hair metal rock, and has met Gary
Coleman and John Stamos twice each.
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Brian Kaminski
EVP, Managing Director
iProspect
Brian Kaminski is EVP, managing director for iProspect`s San
Francisco offce, overseeing all activities for the West Coast. He
focuses on delivering superior strategies and unparalleled results
for iProspect`s clients in the region, including Vegas.com, Xerox,
Archstone Smith, FileMaker, and the Sundance Catalog. Kaminski
participates on the frm`s executive committee, which drives overall
strategy and growth, and is responsible for integration with the
other Isobar companies in San Francisco, including Carat, Freestyle,
Molecular, and Ammo. Kaminski is Google AdWords certifed, a
Yahoo Ambassador, and a Microsoft adExcellence member.
Avinash Kaushik
Author, Blogger, Analytics Evangelist
Google
Avinash Kaushik is the author of the recently published book, Web
Analytics: An Hour A Day (www.snipurl.com/wahour). He is also
the analytics evangelist for Google and the co-founder of Market
Motive Inc. As a thought leader, Avinash puts a common-sense
framework around the often frenetic world of web research and
analytics. He is also committed to helping organizations unlock the
value of web data. Avinash works with some of the largest compa-
nies in the world to help them evolve their online marketing and
analytics strategies to become data-driven and customer-centric
organizations. He recently received the 2009 Statistical Advocate of
the Year award from the American Statistical Association. Find his
web analytics blog, Occam`s Razor, at www.kaushik.net.
Kayden Kelly
CEO
Blast Advanced Media
When Kayden isn`t risking life and limb on his single-speed moun-
tain bike or spending time with his family, he moonlights as CEO of
Blast Advanced Media. The company provides website optimization
and online marketing services for e-commerce and lead-generation
focused websites. With over 10 years of experience in marketing
and web-based technologies, Kayden has worked with startups to
big brands like Hewlett-Packard, Lockheed Martin, and Lennar. His
goal is to help architect the most effective approach toward achiev-
ing improved performance and revenue goals for every client. Past
speaking engagements have included Web Builder, Search Engine
Strategies, Borders Books, and the International Emmy Awards.
Tim Kendall
Director of Monetization
Facebook
Tim Kendall oversees Facebook Ads, the company`s direct response
advertising solution. Previously, he worked at Amazon.com as a
product manager for the Amazon Kindle. He`s also worked in tech-
nology private equity and venture capital for JPMorgan Partners.
Tim has been involved in venture investments in several companies,
including Pandora, ProftLogic, and NetConversions. He`s been a
contributing writer to Forbes magazine on a variety of high technol-
ogy topics. He holds a bachelor`s degree in industrial engineering
and an MBA from Stanford University.
Anne Kennedy
Managing Partner & Founder
Beyond Ink
With nearly 40 years of experience in marketing and public rela-
tions, Anne Kennedy founded Beyond Ink in 1997 to bring the
fundamental principles of marketing communications to online
media. A search engine marketer for more than 10 years, she is an
industry thought leader and sought-after speaker and writer world-
wide. Currently, Anne represents professional SEO frms on the
Search Engine Strategies (SES) advisory board, an infuential group
of experts selected to propel the search industry forward. She also
serves on the board of directors for Helium.com, a community of
writers providing experience-based knowledge, wisdom, and crea-
tivity to publishers and readers. In 2001, she launched SEOnews.
net to foster better understanding of the emerging search marketing
platform and the growing market of potential customers.
Larry Kim
VP of Products
WordStream, Inc.
Larry Kim has eight years of experience managing PPC and SEO
campaigns, both in-house and through his own agency. He`s also
an electrical engineer with experience in software development and
product management. He recently founded WordStream, a provider
of keyword management solutions, featuring keyword, PPC, and
SEO tools. For more information, or to contact Larry, check out his
blog or message him on twitter (@larrykim).
Jessica Kornacki
VP of Marketing
Endless Vacation Rentals by Wyndham Worldwide
Jessica Kornacki has more than 15 years of experience in hospital-
ity and consumer goods industries. She is responsible for develop-
ing the Endless Vacation Rentals brand identity; establishing strat-
egy for consumer direct online channels; overseeing advertising and
public relations; building strategic marketing alliances; and direct-
ing all other marketing initiatives for the brand. Prior to joining the
company in 2006, Kornacki was senior director of e-Strategy at
Marriott Vacation Club International, where she successfully led the
customer acquisition strategy via e-channels globally. She has also
held key management roles within the consumer goods and hospi-
tality industries, including director of e-business for ACCO Brands
and director of Internet marketing at Hyatt Hotels Corporation.
Cindy Krum
CEO
Rank-Mobile, LLC
Cindy Krum is passionate about bringing creative online marketing
solutions to Rank-Mobile clients, working with them to develop
high-level mobile and international marketing strategies. Cindy
speaks at national and international trade events about mobile web
marketing, social network marketing, and international SEO. She
writes for industry publications and has been quoted in PC World,
Internet Retailer, TechWorld, Direct Magazine, and Search Market-
ing Standard. She served as the co-chair of the SEMPO emerging
technologies mobile web task force and is an active member of the
search community.
Kaushal Kurapati
Director of Product Management
Yahoo! Search
Kaushal is director of products in the Yahoo search consumer prod-
ucts division. He is responsible for search quality and the end-to-
end user experience of multimedia search properties across global
markets. He also oversees search in emerging markets (India, Latin
America, Southeast Asia, and more) and manages a distributed
global team of product managers and user experience designers.
Previously, he was director of search relevance at Ask.com, where
his team was responsible for the core web search quality, analytics,
and metrics. Kaushal also worked at Philips Research, leading a
team of scientists in building recommender systems and intelligent
interfaces for Tivo-like PVRs.
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Bill Lan
VP of Account Development
Efcient Frontier
Bill Lan leads the strategy and execution of marketing campaigns
for some of the world`s largest SEM advertisers. He helps to
develop SEM best practices and is the team lead on several large
brand accounts that span a wide range of industries. Bill has nearly
15 years of experience, which has included account management,
business development, and consulting roles at companies such as
Excite.com, Naviant, and Equifax. He has managed and executed
database marketing and online marketing campaigns for clients in
many verticals, including travel, fnancial services, insurance, auto,
pharmaceuticals, and retail.
Jennifer Evans Laycock
Director of Marketing
SiteLogic
Jennifer Evans Laycock is the director of social media at SiteLogic.
She crafts creative online marketing and communication plans
based on careful observation of online consumer behavior and an
extensive knowledge of social media communities. She has years
of experience building and managing online communities, focused
at both the professional and consumer markets. Laycock has spent
fve years as editor-in-chief of Search Engine Guide. She is a highly
requested speaker and trainer and serves as chair of the bi-annual
Small Business Marketing Unleashed conferences. She is also
author of the Small Business Guide to Search Engine Marketing.
Laycock has provided training and consulting for companies like
Highlights for Children, Verizon, and American Greetings.
Bill Leake
President & CEO
Apogee Search
Bill Leake draws on a deep expertise in both business and market-
ing to help increase revenues for a wide range of clients. He has
been involved in driving provable revenues through Internet
marketing techniques since the early 1990s when, as part of the
management team at Power Computing, he built the frst company
to sell $1 million of product over the Internet. As CEO and founder
of Apogee Search, he has guided the company from inception to
its current position as the largest search engine marketing frm in
the Southwest. Bill serves as the president of the Austin Interactive
Marketing Association. He received an MBA with honors from the
University of Texas at Austin and his B.A. from Yale University.
Pavan Lee
Research Manager
Microsoft
Pavan Lee (Peiwen Li) manages search, cross-channel, emerging
technology, and Asia Pacifc research at Microsoft Digital Adver-
tising Solutions (MDAS). Pavan started her career at JWT/Mind-
Share Shanghai, where she managed media planning for DeBeers,
Kellogg, and Disney for the China market. Since then, she has
worked in market research and strategic planning at both traditional
and interactive agencies in China and the U.S. She holds a B.A.
in English and an M.A. in communication arts. At age 21, Pavan
became the youngest advanced English-Chinese interpreter certifed
by the Chinese government.
Doug Leeds
President
Ask/Dictionary.com
Leeds oversees all strategy and operations for Dictionary.com, a
wholly-owned subsidiary of Ask.com (acquired July 2008). Previ-
ously, he served as the chief strategy offcer for Ask.com. Before
that, he spent almost fve years at Yahoo (including Overture Serv-
ices), most recently as VP, global product justice, where he oversaw
product policy, legal compliance, and development of Yahoo`s prod-
ucts and services worldwide. Earlier in his career, Leeds held senior
positions at mobile ISP OmniSky and mobile carrier Vodafone, and
founded BootSpace, an advertising software startup. He received
his B.A. from the University of California, Berkeley, and his J.D.
from Georgetown University Law Center.
Ari Levenfeld
Manager Client Services
Ask Sponsored Listings
Ari Levenfeld is the manager of optimization services for Ask
Sponsored Listings. He and his team are responsible for fne-tuning
the performance of Ask`s client base to help them meet their search
marketing goals. Previously, he was manager of content develop-
ment at Yahoo Search Marketing. Before that, he worked for Logi-
cal Evolution, a marketing consulting frm. Ari is a graduate of the
University of California, Santa Cruz, and earned his master`s from
the University of Southern California.
Brian Lewis
VP
Engine Ready
Brian Lewis has over 20 years experience in digital and direct
marketing. His articles have been referenced or published in the
The New York Times, eMarketer, Search Engine Watch, Website
Magazine, and SEM Journal. Previouly, Lewis founded the Internet
Agency Solutions-Insight Interactive, and was president at the
world`s leading supplier of aviation training equipment. He earned
his B.A. in economics from UC San Diego and his MBA in fnance
from Arizona State University, graduating both schools with honors.
Sage Lewis
President
SageRock.com
Sage Lewis is president of SageRock Digital Marketing, a leader in
web marketing since 1999 offering search engine optimization, paid
search marketing, social media marketing, and analytics services.
Sage speaks nationally with Search Engine Strategies and other
prominent online marketing organizations. He writes as an expert
for SearchEngineWatch.com in the promotion and link building
section of the site. Sage is a highly dynamic speaker who offers a
depth of knowledge only possible through his decade of experience
in the web marketing industry.
Charlene Li
Co-Author, Groundswell
Founder, Altimeter Group
Charlene Li is an infuential thought leader and guide on emerging
technologies, with a specifc focus on social technologies, interac-
tive media, and marketing. She is the co-author of the business
best-seller, Groundswell: Winning in a World Transformed by
Social Technologies, published by Harvard Business Press in May
2008. Named 'one of the most infuential women in technology by
Fast Company, Charlene is the founder of Altimeter Group, which
provides speaking and consulting services to organizations looking
to thrive in a new economy driven by social media tools and tech-
niques. She is one of the most frequently-quoted industry analysts
and has appeared on 60 Minutes, The McNeil NewsHour, ABC
News, CNN, and CNBC. She is also frequently quoted by The Wall
Street Journal, The New York Times, Reuters, and The Associated
Press. A sought-after public speaker, she has presented frequently
at top technology conferences such as Web 2.0 Expo, SXSW, and
ad:Tech. Most recently, Charlene was a VP and principal analyst at
Forrester Research. She is a graduate of Harvard Business School
and received a magna cum laude degree from Harvard College.
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Rebecca Lieb
VP, U.S. Operations
Econsultancy
Rebecca oversees the U.S. operations of Econsultancy, the leading
source of independent advice and insight on digital marketing and
e-commerce. Earlier, she held executive marketing and communica-
tions positions at strategic e-services companies, including Siegel &
Gale, and has worked in the same capacity for global entertainment
and media companies, including Universal Television & Networks
Group and Bertelsmann`s RTL Television. As a journalist, she`s
written on media for numerous publications, including The New
York Times and The Wall Street Journal. Rebecca spent fve years as
Variety`s Berlin-based German/Eastern European bureau chief. She
also served as The ClickZ Network`s editor-in-chief for over seven
years; for a portion of that time, she oversaw SearchEngineWatch.
com. Her book, The Truth About Search Engine Optimization, was
just published by FT.com.
Laura Lippay
Director of Technical Marketing
Yahoo!
Laura Lippay and her team at Yahoo are responsible for determin-
ing monetizable search traffc opportunities across dozens of the top
Internet properties. Laura is also responsible for evangelizing search
engine optimization and building the in-house program to ensure
long-term SEO success. This includes automating SEO output,
streamlining processes, and educating and training constituents.
Previously, Laura was the SEO specialist at CNET Networks, where
she helped develop the in-house SEO program. Before that, Laura
was manager of interactive media at The Linus Group, a Bay Area
marketing frm.
Matthew Liu
Product Manager
YouTube Sponsored Videos
Matthew is the lead product manager on YouTube Sponsored
Videos. In this role, he focuses on building an advertising platform
that allows video creators from the everyday user to a Fortune
500 advertiser to reach people who are interested in their
content, products, or services, with relevant videos. Previously,
Matthew led numerous other projects at YouTube for advertising,
content partnerships, rights management, and community engage-
ment. He has an M.S. in management science and engineering and a
B.S. in electrical engineering from Stanford University.
Eduardo Llach
CMO & Co-founder
SearchRev
No stranger to the online world and search, Eduardo managed
Netscape`s Netcenter online advertising business in the mid-`90s.
He worked as a consultant to the early search pioneer Inktomi,
and was director of product marketing at AdForce, an early online
advertising frm that he helped take public. He then founded the
pioneering contextual advertising company, Cuica, which developed
a network of thousands of websites and advertisers. As a long-time
entrepreneur, Eduardo started and sold two 3D software companies
and developed software for Kodak, Macromedia, and others. He
earned a B.S. in mechanical engineering from Cornell University.
Heather Lloyd-Martin
CEO
SuccessWorks
A fast-talking, fery redhead, Heather Lloyd-Martin is a 20-year
marketing veteran and recognized author, and is considered the
pioneer of SEO copywriting. Her life is split between watching
the search engines dance and pinpointing the exact direct response
copywriting strategies that make people buy. For over 10 years,
Heather`s frm, SuccessWorks, has been training corporate in-house
SEO copywriters and creating revenue-driving website content
campaigns. SuccessWorks` client base includes companies of all
sizes. Additionally, freelance online writers and small business
owners consider her book, Successful Search Engine Copywriting,
as their go-to resource for everything SEO copywriting. Heather
serves on the board of American Writers and Artists, Inc. and serves
on the PubCon conference advisory board.
Lance Loveday
CEO
Closed Loop Marketing
Lance Loveday is a recognized thought leader in the online
marketing industry. He is a regular speaker at industry events
MacWorld, Search Engine Strategies, Web Design World, and South
by Southwest, to name a few - where his strategic, humorous,
and down-to-earth approach inspires designers, online marketers,
and business executives alike. Lance`s experience in the world of
search marketing stretches back to 1998, when he became website
manager for a Fortune 100 company in Silicon Valley. During this
stint, he developed a passion for transparent, results-focused online
marketing that motivated him to start CLM. Lance is co-author of
the breakout business strategy book, Web Design for ROI, which
was published in 2007 by New Riders Press.
Heather Lutze
CEO & Co-founder
Lutze Consulting
Heather is a nationally-recognized speaker, trainer, and consult-
ant in search engine placement, cost-per-click models, natural
search, and ad campaign tracking. Her speaking engagements are
conducted in the same irreverent style of her book, The Findabil-
ity Formula 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 Google
AdWords certifed, a Yahoo Search Marketing ambassador, and a
lead trainer for the prestigious PPC Summit. She is also a senior
editor for the Search Engine Marketing Journal (SEMJ).
Craig Macdonald
VP of Marketing & Product Development
Covario Inc.
Craig Macdonald is responsible for the strategic direction, develop-
ment, and marketing of the Covario portfolio of solutions. As SVP
and CMO, Craig works closely with Covario`s Fortune 500 adver-
tisers to create innovative, analytics-driven solutions and to build
programs that drive top-line revenue and bottom-line effciencies.
Previously, Craig was the director of product management for the
service and management group within Hewlett Packard`s OpenView
division. Before that, Craig held key positions at Peregrine Systems,
Inc., Fair Isaac, HNC Software, World Research Advisory, META
Group, and Greenwich Associates. Craig earned an MBA from New
York University`s Stern School of Business, and a B.S. from the
University of Pennsylvania. He also studied at the United States
Military Academy at West Point.
Todd Malicoat
Independent Search Engine Marketing Consultant
stuntdubl
Todd Malicoat, aka Stuntdubl, has been creating websites since
1997, and started doing SEO and Internet marketing in early
2001. He is currently an independent search engine marketing
consultant. Previously, he ran a web design and consulting frm,
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Meta4creations.com, and was a VP with the Great Lakes Web
Professionals. He`s done project management and Internet market-
ing for several dozen small to medium-sized businesses, and a
handful of larger corporations. He was also a VP of sales and
marketing for We Build Pages in upstate New York.
Yuval Marcus
Partner
Leason Ellis LLP
Yuval Marcus specializes in litigating all types of intellectual
property disputes, including copyright, trademark, trade dress,
patent and trade secret matters. His experience includes obtaining
injunctive relief against infringers; defeating motions for injunctive
relief; prosecuting and defending copyright, trademark, trade dress
and patent infringement claims; conducting domain name dispute
proceedings; and commencing and defending trademark oppositions
and cancellations. He also counsels clients on how to utilize effec-
tive IP strategies to strengthen IP rights in advance of litigation and/
or to minimize the risk of litigation. He has lectured and published
articles on many intellectual property topics, including trademark
infringement liability for purchasing trademarked keywords.
Gregory Markel
Founder/President
Infuse Creative, LLC
Gregory is recognized as a pioneer of search. His Infuse Crea-
tive company is regarded as one of the premiere tech-driven
lead generation, e-commerce, and entertainment-focused search
engine marketing companies, with clients that include National
Geographic, Prudential, Universal, CBS, EA Sports, Fox Network,
Sony, Time Warner, and many others, representing dramatically
varying client types. Gregory began his SEO career in 1995 in the
real estate website vertical, eventually landing his SEO code on
more than 60,000 websites, with many still top-ranked to this day.
John Marshall
CTO
Market Motive
John Marshall is Market Motive`s CTO and visionary for curricu-
lum, teaching, and technical strategy. Previously, John was the
founder and CEO of ClickTracks, inventor of the patented overlay
report, and was instrumental in introducing ad hoc segmenta-
tion technology into the web analytics market. John is a Netscape
alumnus and a seasoned technologist, with roots in programming
high-speed algorithms and statistical analysis. As an entrepreneur,
John led ClickTracks through fve years of consecutive growth until
acquisition by Lyris Inc. John brings an excellent track record of
teaching to Market Motive and regularly speaks on the topics of
web analytics, conversion techniques, and marketing.
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 market-
ing tactics. Debra is a featured guest speaker at Search Engine
Strategies and is a guest columnist for Search Engine Land, Search
Engine Guide, and Search Engine Journal. In addition to client
projects and link training for Fortune 500 companies, Debra has
provided link training sessions for the Direct Marketing Associa-
tion, High Ranking Seminars, and Search Engine Strategies.
Jim McDonald
Senior Manager, Search & CRM
Match.com
Jim leads the search marketing initiatives (SEO/SEM) as well as
eCRM at Match.com. Playing both sides of the fence with acqui-
sition and conversion, Jim is acutely aware of the importance of
maximizing opportunities once you get visitors to your site and is
an advocate for multivariate testing. Previously, Jim was at Verizon
(Superpages.com). With almost 10 years` experience in online
marketing, Jim`s experience spans multiple industries, including
online dating, travel, technology, e-commerce, and online yellow
pages. Jim specializes in all aspects of online marketing, including
SEO, SEM, affliate marketing, CRM, site and e-commerce design,
and landing page optimization. An MBA graduate of the University
of Texas Dallas, Jim speaks and consults on online marketing with
companies and agencies around the Dallas-Fort Worth area.
Matt McGowan
VP, Publisher
Incisive Media
Matt McGowan oversees all marketing, sales, and operations for
ClickZ and Search Engine Watch in addition to their respective
trade show series, ClickZ Events and Search Engine Strategies.
Prior to joining Incisive, Matt was a VP at PropertyRoom.com,
where he oversaw all sales, marketing, and operations for the south-
ern California-based auction services company. Earlier in his career
in San Francisco, Matt developed an e-business strategy for the
multinational publishing house, Pearson Plc; before that, he worked
on the institutional desk for Schwab Capital Markets and Trading, a
division of Charles Schwab Inc, in New York and San Francisco.
Graeme McLaughlin
Manager, Digital Marketing
British Columbia Automobile Association
With over seven years` digital marketing experience, Graeme
McLaughlin specializes in using search and social media to deliver
business objectives. His passion for online marketing began with
affliate sales, and his experience now includes SEO, PPC, EM,
display, and social media. Switching from an agency to an in-house
role in 2006, he has led the development of BCAA`s search and
social marketing programs. He currently uses social media to reach
a new audience that BCAA cannot connect with through print, TV,
radio, or e-mail, and the results are astounding.
Mark McMaster
Senior Planner of B2B & Technology Markets
Google
Mark McMaster develops Google`s understanding of industry
trends and customer behavior in B2B and technology markets.
In addition to pursuing research initiatives in these industries, he
provides media mix planning and consulting recommendations
to clients across Google`s search, display, and offine advertising
platforms. Previously, Mark worked at Omnicom agency The Bean-
stalk Group, leading product strategy for clients such as Shell Oil,
Jim Beam, Nestle Purina, and the U.S. Army. Earlier, he covered
marketing trends as an editor and reporter at business publisher
VNU. He is a graduate of the University of Kansas and the Medill
School at Northwestern University, where he also served as editor-
in-chief of the Journal of Integrated Marketing Communications.
Leigh McMillan
SVP & GM
Marchex Call Analytics
McMillan oversees day-to-day operations for Marchex`s call
tracking and analytics division. Previously, she served as SVP of
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marketing and communications at Marchex, developing and execut-
ing the company`s corporate and product marketing, branding, and
public relations strategies. Earlier, she held leadership positions at
PureNetworks (acquired by Cisco); WildTangent, where she helped
establish the company as a leading online casual game publisher;
and RealNetworks, where she led the launch of several fagship
products. McMillan also led public affairs for Major League Base-
ball`s Seattle Mariners.
Jonathan Mendez
Founder & CEO
RAMP Digital
A leading voice at the intersection of technology and marketing,
Jonathan is widely regarded as an expert on landing page optimiza-
tion, multivariate testing, and onsite content targeting. Jonathan
recently founded RAMP Digital to work with clients in creating
marketing solutions fueled by APIs, semantics, intelligent web, and
emerging marketing technology. Prior to that, he was the founder
and chief strategy offcer of OTTO Digital, the services division of
the market leading optimization technology Offermatica (purchased
by Omniture). He has provided expert pre-click and post-click
strategies and execution for online testing, targeting, and optimiza-
tion to some of the world`s leading brands and businesses, including
Amazon.com, Ameriprise, Microsoft, Sears, and T-Mobile.
Jay Middleton
Senior Manager, Worldwide Search Marketing
Adobe
Jay Middleton brings with him a wealth of search and digital
online marketing experience, both on the agency and client sides.
At Adobe, Jay has been tasked with building a world-class global
search marketing program and infrastructure from the ground up.
Previously, Jay managed over 100 search programs for Fortune
1000 clients. His clients, who crossed many verticals, included
Sprint, Polaroid, Cisco, and Dunkin` Donuts. He also worked
closely with top advertising agencies, including Organic, Harte-
Hanks, Butler, Starcom, and Responsys. Award-winning search
campaigns under his management received the gold medal at the
2009 ad:Tech Awards and the 2006 MIXX Awards.
David Mihm
Director & COO
GetListed.org
David Mihm is director and COO of GetListed.org, an online
resource that helps small businesses claim and enhance their listings
at major search engines. He also serves as director of partnerships
for SEMpdx, Portland, Oregon`s search marketing trade organiza-
tion. David writes frequently about local search on the GetListed.
org blog and at his own blog, Mihmorandum. His 2008 'Local
Search Ranking Factors is among the most important studies of
local search engine optimization.
Jon Miller
VP Marketing
Marketo
Jon leads strategy and execution for all aspects of corporate
communications, demand generation, brand, and product for
Marketo. He explores best practices in demand generation, lead
management, and online marketing in his popular blog, Modern
B2B Marketing, and is a frequent columnist and speaker at industry
events. Before co-founding Marketo, Jon was a VP at Epiphany,
a CRM strategist at Exchange Partners, and a strategic consultant
for Gemini Consulting. Jon graduated magna cum laude in physics
from Harvard College and has an MBA from the Stanford Graduate
School of Business.
Ken Miller
CEO
Anchor Intelligence
Ken joined Anchor Intelligence in December 2006 as CEO. He
spent the seven previous years with PayPal, Inc., where he was VP
of risk management. Ken was the frst anti-fraud employee hired by
PayPal and is responsible for building the world-class systems and
global organization that the company enjoys today. During his time
at PayPal, Ken also served on the senior executive team. Previously,
Ken worked for a variety of banking institutions, most recently with
First Bank & Trust, where he had fraud and operations responsi-
bilities for over 30 retail banking offces. Ken serves as an adviser
to several companies, including TradeVibes.com, and is also a
managing partner in a privately-held thoroughbred ownership group
established with the intent of using mathematics and data analysis
to guide operating decisions.
Liz Miller
VP, Programs & Operations
CMO Council
Liz Miller oversees the daily operations of the Chief Marketing
Offcer (CMO) Council, the Business Performance Management
(BPM) Forum, and the organizations` various special interest
groups. With the CMO Council, Miller has overseen the develop-
ment of research, including customer loyalty, affnity, engage-
ment, experience, and retention. Today, the CMO Council is a
robust community of over 4,500 members who control more than
$170 billion in aggregated annual marketing expenditures and run
complex, distributed marketing and sales operations worldwide.
Gary Milner
Global Marketing Director, Interactive & Teleweb
Lenovo
Gary`s role encompasses all of Lenovo`s digital marketing, includ-
ing search marketing now centralized with Covario. He has direct
responsibility for acquiring traffc for the North American teleweb
business, which has grown 600 percent in revenue in the past year.
Acquisition programs that he operates include affliate marketing,
PC vertical marketing, comparison shopping engines, test programs
such as Google TV, and display advertising. Gary has spearheaded
the formation of the digital measurement dashboard for Lenovo. He
was awarded the frst inaugural award for TV marketing excellence
from the Google Corporation in 2008.
Melanie Mitchell
SVP, Search Strategy
Digitas
Melanie Mitchell is responsible for managing the Digitas Search
Engine Marketing Knowledge Center that ensures industry trends,
new strategies and tactics, and best practices are continuously
shared, enabling Digitas to stay on the forefront of this ever-evolv-
ing industry for the agency and its clients. Previously, Melanie was
VP of marketing at Folio Investments, where she was responsible
for all marketing and PR; VP of SEO/SEM at AOL, where she
developed strategy, processes, procedures, and tracking technology,
and managed the team tasked with driving traffc to AOL.com`s
open web business; and senior marketing manager at VeriSign/
Network Solutions.
Rajas Moonka
Group Business Product Manager
Google Inc.
Rajas is a product leader for display ads on the Google content
network. He is responsible for defning new features and enhance-
ments for performance-oriented display advertising and working
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with engineering teams on implementation. Previously, Rajas
co-founded a startup and also worked in various roles for large tech-
nology, media and fnance companies. He earned his MBA from
Stanford University and his bachelor`s degree in electrical engineer-
ing and computer science from UC Berkeley.
Michelle Moore
Director of Search Engine Strategies
Metric Voodoo
Michelle is a Google Adwords certifed professional and a Novell-
certifed Internet business strategist. Involved with e-commerce,
search optimization, and online technology since 1995, her former
roles include president and CEO of a rural Texas ISP; VP of web
production for a business intelligence frm; web manager and SEO
analyst for a million-dollar e-commerce site; and director of strat-
egy and training with an Austin PPC frm.
Ulli Muenker
Search Marketing Manager
BusinessWeek
Ulli Muenker joined BusinessWeek, a division of McGraw-Hill
Companies, in January 2007. As the frst in-house SEO evangelist,
she works very closely with the editorial, technology, and web
design departments. Ulli began her career in search about fve years
ago when she worked as the in-house search specialist for both the
American and German websites at artnet, an art portal. She has
hands-on SEO experience, especially with international content
and publisher websites. A native German, Ulli traveled throughout
Europe, lived in southeast Asia, and has now settled down in the
U.S. She enjoys picnics in Central Park and live comedy shows.
Bill Mungovan
Senior Director of SearchCenter
Omniture
Bill Mungovan is the director of product marketing at Omniture,
responsible for the SearchCenter product. Previously, he helped
build the search engine marketing practice at Carat, working
directly with agency clients in exceeding their ROI and branding
goals through search. Mungovan brings a broad range of skills
in search advertising optimization, account management, search
directory development, and search content production to his role.
He previously served as director of client relations at LookSmart,
where he was overseeing the day-to-day operations of the account
management and customer service teams. Previously, he worked
for Snap/NBCi in the search and directory space; he also worked at
CNET in San Francisco. Mungovan has shared his search expertise
at industry events, including Search Engine Strategies, WebMaster
World, and OMMA West. He holds an MBA from the University of
San Francisco and a B.A. from the University of New Hampshire.
Lee Odden
CEO
TopRank Online Marketing
Lee Odden (@leeodden) is the CEO of TopRank Online Market-
ing, a digital marketing and public relations frm specializing in
strategic Internet marketing consulting, training, and implementa-
tion services, including online PR, SEM, and social media market-
ing. A veteran Internet marketer, Odden has consulted for clients
such as HP, Northwest Airlines, and the national PRSA. Odden is
one of 25 online marketing experts featured in Online Marketing
Heroes published by Wiley, and has been cited for his search and
social media marketing expertise by The Economist, U.S. News,
and Fortune Magazine. A sought-after marketing and PR industry
speaker, Odden conducts seminars for companies and regularly
presents at Search Engine Strategies, WebmasterWorld Pubcon,
OMMA, and the Media Relations Summit. He is active in the
industry as the chair of the DMA social media advisory council,
board member on the DMA search engine marketing council, and
board advisor for Search Engine Strategies.
Pauline Ores
Sr. Marketing Manager, Social Media Engagement
IBM Corporation
Pauline Ores is responsible for IBM`s social media research/metrics
strategy and program, in support of IBM`s new web 2.0 network
value programs. Pauline`s previous roles at IBM include interactive
marketing strategy for IBM`s Power System UNIX server business
and leading web design strategy as part of IBM`s corporate brand
experience team.
Elisabeth Osmeloski
Director of Online Media
AdventuresinSearch.com
Elisabeth has been in the search engine marketing industry since
1999. She has agency experience as an SEO consultant and a web
copywriter for clients ranging from small businesses to large
corporations, and she`s also worked in-house for a travel search
startup. She is a regular speaker and a moderator at Search Engine
Strategies conferences. Elisabeth recently launched a new blog and
consulting agency, Adventures in Search, specializing in editorial
services, including content strategy, SEO copywriting, community
development and management, social media marketing, online PR,
and customized link building. Her areas of expertise include
adventure travel services, destination and tourism marketing, and
outdoor recreation and action sports. She has also created Downhill
Divas, a social network for women interested in skiing, snowboard-
ing, freeride mountain biking, and living a healthy, active lifestyle.
Joshua Palau
VP, Search
Razorsh
Joshua is responsible for the global strategy, product development,
and operations of Razorfsh`s search offerings. He helps clients
understand how search fts into the overall marketing plan and
constantly researches the industry to help clients anticipate, and
respond to, changes in the landscape. Previously, he worked for
Hearst Magazines, About.com, and Johnson & Johnson. Joshua is
an active writer who has authored several Razorfsh POVs on topics
such as managing paid and organic search, reputation management,
and social search optimization. He`s writes a bi-monthly column
about SEM agencies for SearchEngineWatch.com.
Rachel Pasqua
Director of Mobile Marketing
iCrossing
Over the past two years, Pasqua has become one of the most
sought-after speakers on the synergies between search and mobile.
She cultivates emerging technologies for iCrossing, an agency
breaking new ground in the areas where search and digital media
intersect. A mobile industry veteran, she has worked in interactive
since 1998 as a writer, producer, and strategist, and advises iCross-
ing clients on successfully extending their online brand to the wire-
less web. She speaks at numerous industry events, including SES,
SMX local and mobile, MMA Forum NYC, and others.
Brent Payne
SEO Director
Tribune
An in-house SEO with more than seven years of experience, Brent
has doubled Tribune`s visits from search engines since he joined the
company in February 2008. With more than a million visits per day
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to Tribune`s network of websites, Brent drives traffc not only to
Tribune`s newspaper sites (including the L.A. Times, Chicago Trib-
une, and Baltimore Sun) but also to Tribune`s dozens of broadcast
sites (including KTLA, WGN, and WPIX). He is a newspaper SEO
authority who has trained large editorial teams regarding SEO.
Corey Perlman
President
eBoot Camp, Inc.
Corey is president of eBoot Camp, Inc., an education company that
provides people with the knowledge and skills to effectively market
their businesses on the web. Through interactive books, seminars,
and workshops, Corey quickly transforms business owners, entre-
preneurs, and company employees into Internet marketing propel-
ler heads. Since 2005, he has conducted over 200 workshops and
seminars to public audiences and SMBs all over the United States.
With layman`s terms and a learn-by-doing approach, the work-
shops and seminars exceed expectations more than 90 percent of
the time. Corey`s book, eBoot Camp: Proven Internet Marketing
Techniques to Grow Your Business, hit No. 1 on the Amazon.com
bestseller`s list in the marketing, retail, and e-commerce categories.
R.J. Pittman
Director of Product Management
Google
R.J. is currently working for Google on a broad range of products,
driving innovation for the company`s next-generation consumer
search properties. Previously, he was the co-founder and CEO
of Groxis, the advanced search engine technology company that
created the industry`s frst graphical information interface, the
GII, to hundreds of prominent content services, including Google,
Yahoo, and Amazon. R.J. applies his balance of deep technical
expertise and product vision with sound business principles that
keep his ventures well-grounded for success.
Gina Poole
VP, IBM Software Group Marketing 2.0
IBM
Gina Poole has worldwide responsibility at IBM for driving
demand generation programs and tactics, transforming the market-
ing mix to increase use of digital and social media, and leveraging
marketing automation and analytics to optimize results. She leads
software web marketing and sales as well as a portfolio of software
events. She is charged with establishing IBM as the showcase for
the benefts of social computing. In her previous role, she was VP of
innovation and university relations for IBM.
George Popstefanov
Account Leader
Range Online Media
George has been an integral part of the Range Online Media team
since 2004. With clients like Serena Software and Cole Haan, he
brings a personal touch to each campaign and embraces the impor-
tance of becoming an integral part of the client company`s market-
ing arm. He recently provided thought leadership to industry peers
at Shop.org and spoke on social media during the Range Client
Summit 08. He holds a degree in e-commerce and marketing from
Texas Christian University and originally hails from Macedonia.
Tomaso Pozzi
Product Manager, Core Model & Optimization
Yahoo! Search Marketing
Tomaso Pozzi is a product manager in the Yahoo Search Market-
ing team, where he is primarily responsible for ranking, pricing,
and relevance. Prior to joining Yahoo in 2007, Tomaso was an
associate consultant for Bain & Company in the Rome offce. He
helped clients from different industries plan and manage large-scale
information technology projects. Additionally, he was responsible
for engagements with the top telecom players in Europe. Previously,
Tomaso was a consultant at IBM, where he worked on mobile solu-
tions. He holds an MBA from Stanford University and a master`s in
telecommunication engineering from Milan Politecnico.
Stewart Quealy
Co-Chair, SES Advisory Board
VP, Content Development, Incisive Media
Stewart has been part of the Search Engine Strategies (SES) content
team since 2001 and plays a key role in programming Incisive
Media`s interactive marketing events. In addition to SES, Stewart
was part of the original Jupitermedia team responsible for launch-
ing emerging technology events such as Jupiter Advertising Forum,
Plug.IN, Game Market Watch, Weblog Business Strategies, Grid
Computing Planet, and ClickZ Online Video Advertising. Prior to
that, Stewart worked closely with the open-source Apache Software
Foundation (ASF) to launch their frst ApacheCon trade shows in
both the U.S. and Europe. Stewart has also worked closely with the
Object Management Group (OMG), an international not-for-proft
computer industry consortium, to conceive their inaugural Integrate
conference. Earlier in the dot-com bubble, Stewart worked with
101 Communications and SIGS Publications, running their object-
oriented programming portfolio of events, including Java DevCon,
XML ONE, C++ World, and Smalltalk Solutions.
David Radicke
Consultant, SEO, SEM, Web Analytics
Radicke eCommerce
David Radicke is an independent consultant working for several
large web portals like WELT Online (Axel Springer). Radicke has
been consulting in the areas of search, e-commerce, SEO, SEM, and
web analytics for several years and is frequently conducting training
sessions for technical and journalistic employees. Before going into
consulting in 2006, he held different management positions with
DealTime.com (now Shopping.com), Bild.de, and Web.de. Radicke
holds an MBA from San Francisco State University (SFSU) and a
German B.A. in MIS.
Scott Rafer
CEO
Lookery
Scott Rafer has been helping Internet publishers and users take
advantage of the latest technologies and trends since 1995. Today,
that means delivering services for social publishing and discovery.
As CEO of Lookery, Rafer is creating an ad network and user-
targeting service that supports the growth of social applications,
starting with Facebook. He is also co-founder of Mashery, which
manages API and developer programs for web services providers,
and chairman of Winksite, which makes it easy for individuals
as well as big publishers to share media across mobile and social
networks. Earlier, Rafer was CEO of MyBlogLog until Yahoo
acquired the company in January 2007. In both 1998 and 2003, he
tried and failed to build blog search companies. He graduated from
the management of technology program at UPenn. Check out his
writings at blog.lookery.com or rafer.tumblr.com.
Lt. Robert Rahn (Retired)
CEO & Director of Investigations
Mgmt Resources Ltd of NY
Bob Rahn is the president and director of investigations at Manage-
ment Resources. He is a former homicide detective and has over 35
years of investigative experience. Bob retired after achieving the
rank of lieutenant and has received numerous commendations and
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awards during his career in law enforcement. He holds a master`s
in public administration from John Jay College of Criminal Justice
and a bachelor`s in sociology from St. Francis College. Bob is certi-
fed by the New York State Division of Criminal Justice Services
as a police instructor. He has taught at the Orange County Police
Academy and Mount Saint Mary College.
Brendan Regan
Persuasion Analyst
FutureNow, Inc.
Brendan Regan is a persuasion analyst at FutureNow, Inc. Future-
Now helps companies market better every day by helping them
to better understand their customers and convert that insight into
proft. Brendan has worked on websites for a decade - designing,
developing, managing, and optimizing. He lives in Seattle, Wash.
Heather Rogers-Symon
Assistant Director, Business Development
HUB International, Northeast
Heather Rogers-Symon works with clients and prospects to develop
relationships and build an appropriate insurance and risk manage-
ment program to meet their needs. Prior to her current position,
Heather was an entrepreneur working in the high-end marketplace;
she has experience as a small business owner. Heather attended the
University of South Florida and currently resides in North Haven,
Conn., with her family.
Mark Rosenberg
Of Counsel
Sills Cummis & Gross P.C.
Mark Rosenberg is an intellectual property attorney who is Of
Counsel to Sills Cummis & Gross P.C.`s intellectual property prac-
tice group. For nearly 20 years, he has assisted clients in a variety
of industries in acquiring, protecting, enforcing, and licensing their
intellectual property rights. Since the mid-90s, a large part of his
practice has focused on preventing and resolving legal disputes
relating to Internet marketing. He has assisted clients in reaching
cost-effective resolutions of disputes relating to paid keywords,
online advertisements, and domain names. Rosenberg has drafted
web hosting, website development, and list rental agreements. He
is a seasoned litigator who has successfully handled many complex
patent, trademark, trade dress, and copyright actions. He may be
reached at mrosenberg@sillscummis.com or (212) 643-7000.
David Roth
Director of Search Marketing
Yahoo!
David guides SEM and SEO strategy across all Yahoo properties,
overseeing programs, managing infrastructure teams, and establish-
ing internal best practices and campaign management standards.
He has 10 years of SEM experience, recently working with Carat
Fusion, a full-service advertising agency, as the director of SEM
in the San Francisco offce. Previously, Roth worked with Avenue
A|Razorfsh, eonMedia, and Inceptor. He holds an MBA from UC
San Diego and a B.A. in sociology from UC Berkeley.
Kevin Ryan
CMO
WebVisible, Inc.
Kevin oversees corporate marketing, public relations, and creative
services at WebVisible; he also supervises purchasing and manages
media across various ad networks. Formerly global content director
for Search Engine Watch and Search Engine Strategies, Kevin is
known as an interactive marketing thought leader, particularly in
search marketing. Widely quoted and recognized as an industry
expert, he has appeared on CNN and has also published hundreds
of articles on search and interactive marketing in industry publica-
tions. Kevin founded the strategic consulting frm Motivity Market-
ing, Inc. as well as Kinetic Results. He served as VP of interactive
media for the Interpublic Group agency Wahlstrom Interactive.
Kevin has volunteered his time for the Interactive Advertising
Bureau (IAB), Microsoft Search Advisory Council, Search Engine
Marketing Professional Organization (SEMPO), and regional
organizations such as the 212 Interactive Club and regional Direct
Marketers Association (DMA).
Todd Schwartz
Group Product Manager, Bing
Microsoft
Todd Schwartz manages products and planning within the search
business group at Microsoft. His team is charged with driving
short- and long-term growth of the U.S. web search business. Over
the last four years at Microsoft, Todd has grown several early-stage
businesses as a product manager within the online services group.
Previously, Todd worked as a consultant with Deloitte and Accen-
ture, driving business innovation and growth for several Fortune
500 companies. He has also worked in various leadership roles in
venture capitals, startups, and as a captain in the U.S. Army. Todd
holds an MBA from the MIT Sloan School of Management and an
undergraduate degree in economics from Colorado College.
Crispin Sheridan
Senior Director of Search Marketing Strategy
SAP Marketing
Crispin Sheridan is responsible for paid and organic search strategy,
SEO execution, search infrastructure, partner search enablement,
and inbound web inquiry handling. Working with SAP`s social
media team, he has leveraged social media tools for demand genera-
tion, including Facebook and AddThis. Crispin has also been a
guest speaker at the e-Metrics Summit and ad:Tech San Francisco,
and is a member of Google`s B2B technology council.
Clay Shirky
Author
Here Comes Everybody
Clay Shirky is a writer, educator, and consultant on the social and
economic effects of Internet technologies. He is an adjunct profes-
sor at New York University in the graduate interactive telecommu-
nications program, where he teaches courses on the interrelation-
ships of social and technological networks, particularly how they
shape culture and vice versa. He consults a variety of organiza-
tions on network technologies, and is an acknowledged expert on
collaboration tools, social networks, peer-to-peer sharing, and open
source development. Clay has spoken and written extensively on
the Internet since 1996, with regular columns in Business 2.0 and
OpenP2P.com, and his shirky.com blogsite. He has appeared in The
New York Times, The Wall Street Journal, and others. In his new
book, Here Comes Everybody, Clay explores how organizations and
industries are being upended by open networks, collaboration, and
user appropriation of content production and dissemination.
Ayat Shukairy
Co-founder
Invesp Consulting
Ayat Shukairy is co-founder of Invesp Consulting, a landing page
optimization company, and co-author of Landing Page Optimiza-
tion: The Complete Guide. Shukairy focuses deeply on website
usability and has led over 30 conversion optimization projects
for companies such as ReMAX, HowStuffWorks, and Discovery.
Shukairy`s work has helped generated, on average, a 20 percent
improvement in conversion rates for Invesp clients.
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Josh Siegel
Product Manager, Mobile Local Search
Google
Joshua is responsible for local search on Google`s mobile site,
www.google.com/m. He leads efforts to integrate user location and
enhance the overall local search experience from mobile devices.
Previously, he supported applications like Google Maps as a prod-
uct manager on the core production infrastructure team. Prior to
joining Google, Joshua worked in strategy and professional services
for companies including Microsoft, VMware, and Oracle. He holds
a bachelor`s degree in computer science from Brown University
and an MBA in technology marketing from the Kellogg School of
Management.
Marshall Simmonds
Chief Search Strategist
New York Times / About.com
Marshall Simmonds is a pioneer and leading expert in the search
marketing industry. He speaks at conferences worldwide and
specializes in educating organizations on bringing search marketing
in-house and into the daily workfow. Simmonds was named chief
search strategist for The New York Times Company in March 2005
and is responsible for maximizing traffc and search engine
exposure by implementing strategic marketing techniques for
NYTimes.com, Boston.com, IHT.com, and About.com. As a leader
in the search industry since 1997, Simmonds has worked with a
multitude of clients, including Oprah.com, Time Inc Interactive,
Gerson Lehrman Group, Hewlett-Packard, National Geographic,
Hearst Digital Publications, CBS, TV Guide, Intel, Citigroup, Home
Shopping Network, CitySearch, Yellow Pages, TicketMaster,
Match.com, Hotwire.com, Hotels.com, Expedia, and Evite. From
1999-2005, he was the director of search for About.com and parent
company, Primedia Inc.
Jennifer Slegg
CEO
JenSense.com
Jennifer Slegg began as a freelance writer and then turned to writ-
ing content for the web 15 years ago. Having created numerous
content-rich and community-based sites in niche markets, Jen is
well-versed in the many ways to monetize content online. Acknowl-
edged as the leading expert on the Google AdSense contextual
advertising program and the Yahoo Publisher Network, she also
writes on JenSense, a blog dealing exclusively with contextual
advertising issues for publishers. Her unique style brings insight to
both publishers and advertisers of contextual advertising programs.
She also has her blog JenniferSlegg.com, which covers the search
industry beyond content monetization - she discusses everything
from link building to social media marketing success tips.
Jamie Smith
CEO
Engine Ready
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 land-
scape. In 1998, Smith founded World Methods, an Internet market-
ing 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 frm. Smith studied busi-
ness administration at the University of Vermont and has a B.S. in
management and occupational safety from Keene State College.
Robin Smith
Global Search Marketing Manager
Life Technologies
Robin Smith leads a group of SEM and SEO specialists that
develops and manages advanced online marketing and conversion
campaigns for their various channels. Having worked for seven
years in paid and organic search for the beauty and life sciences
industries, she has had a solid background both in in-house and
agency environments. Robin worked for US Web in 2004 and went
on to deliver exceptional results through organic search for SEO
Inc. Robin has written several white papers and articles, and has
spoken at various seminars about search.
David Snyder
Co-Founder
Search & Social
Dave Snyder is the co-founder of the search and social media
marketing frm, Search & Social. He shares his opinions as well as
tips on search and social media at various industry blogs, includ-
ing SearchEngineJournal.com and MarketingPilgrim.com. Dave
parlayed his gifts as a teacher and published writer into his current
career as an Internet marketer. He is founder of IMBroadcast.com,
the frst UGC video site for Internet marketers. Dave`s strengths
lie in both organic and paid search marketing, as well as utilizing
social media for brand building and online reputation management.
Lane Soelberg
Founder & CEO
COOP Ventures
Lane Soelberg`s marketing experience began on the agency side
with executive positions at Leo Burnett and TBWA\Chiat\Day,
where he led digital strategies for GM, Pillsbury, Nissan, Infniti,
and the International Olympic Committee. During his tenure as VP
of marketing for Business.com, he led over 100 percent growth in
paid search marketing. As VP of marketing and partnerships for
the X PRIZE Foundation, he packaged scientifc competitions as
highly leveraged media properties. At COOP Ventures, he now
focuses on building strategic partnerships on behalf of his clients.
Most recently, Wolfram Research joined COOP Ventures as a client.
They`re working together on the commercialization and monetiza-
tion strategies for the WolframAlpha product.
Gary Spangler
Corporate E-Marketing
DuPont
Gary Spangler has worked for DuPont for 29 years. He has been a
marketing manager specializing in the Internet for the past 10 years.
Gary represents DuPont to the Word of Mouth Marketing Associa-
tion (WOMMA) and has served on WOMMA`s board of directors.
He has spoken on word-of-mouth and social media marketing to
audiences in the U.S. and Europe, including venues sponsored by
the American Bar Association, ad:Tech, Marketing Sherpa, Direct
Marketing Association (DMA), and Google B2B Summit. Gary was
nominated for the DMA`s Direct Marketer of Year 2007 and his
DuPont Science Stories word-of-mouth marketing video
campaign was a national fnalist for OMMA`s best campaign in
social media for 2007.
Stephan Spencer
Founder & President
Netconcepts
Stephan Spencer, M.Sc., is founder and president of Netconcepts,
a leading natural search marketing frm. Clients include Home
Shopping Network, AOL, Verizon SuperPages.com, Discovery
Channel, and REI, to name a few. He is an author of the upcoming
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Jessie Stricchiola, due out in 2009. He`s also contributed to Search
Engine Land and publications such Multichannel Merchant, DM
News, Catalog Age, Catalog Success, and Building Online Busi-
ness. Stephan is a frequent speaker at Internet conferences around
the globe for organizations such as the DMA, the AMA, Shop.org,
Internet Retailer, SMX, Search Engine Strategies, IQPC, and IIR.
Rajesh Srivastava
Principal Group Program Manager
Bing
Rajesh is the GPM on search ecosystem team. His team is chartered
to extend Bing capabilities to partners, and empower users to make
decisions. Also, his team is responsible for Bing webmaster portal
and other external partner interfaces. Rajesh joined Microsoft in
2006, and worked for MSN, where he built the key search integra-
tion assets to extend and leverage the Bing technology stack. Prior
to Microsoft, Rajesh held various technical and technology manage-
ment positions in Equifax Inc. and ING Investment Management,
solving a plethora of IT challenges.
Michael Stebbins
CEO & Founder
Market Motive
After serving as a marketing strategist for ClickTracks, Silicon
Graphics, Fujitsu, and other entrepreneurial companies, Michael
started Market Motive with a vision to teach marketers how to get
the most out of Internet marketing. He has authored a patent-pend-
ing web analytics method and frequently speaks on web analytics,
paid search, Internet marketing processes, and automation systems.
Gary Stein
Director of Strategy
Ammo Marketing
Gary has been in the interactive industry since 1993, when he was
director of content at Mactivity, Inc. More recently, he was the
senior advertising analyst at Jupiter Research and senior strategist at
Red Sky Interactive. Gary has worked with a number of top-brand
clients, including Coca-Cola, P&G, Lands` End, and Visa. He
currently lives in San Francisco with his family.
Jim Sterne
Chairman
Web Analytics Association
Sterne is an international speaker on electronic marketing and
customer interaction. A consultant to Fortune 500 companies and
entrepreneurs, he focuses his 25 years in sales and marketing on
measuring the value of the Internet as a medium for creating and
strengthening customer relationships. Sterne has written six books
on Internet advertising, marketing, and customer service, includ-
ing Web Metrics: Proven Methods for Measuring Web Site Success.
He is the producer of the annual eMetrics Marketing Optimization
Summit (www.emetrics.org) and is the founding president and
current chairman of the Web Analytics Association.
Gregg Stewart
SVP, Interactive
TMP Directional Marketing
Gregg Stewart joined TMPDM as an SVP in January 2006, manag-
ing the Yellow Pages, interactive, and local search programs for
clients. In January 2007, he assumed the role of SVP interactive to
further develop TMPDM`s integrated media solutions. TMPDM is
the largest local search marketing agency, offering online, offine,
and mobile advertising solutions to top national brands. Stewart has
over 20 years of Yellow Pages and interactive agency experience.
Previously, he was SVP of channel management and marketing at
Fathom Online, a search engine marketing frm. Before that, he was
EVP of Wahlstrom Group and president of Wahlstrom Interactive, a
division of Interpublic Group. Stewart is the vertical expert on local
search for SearchEngineWatch.com.
Jamie Stone
VP, Advertising Solutions
Resolution Media
Jamie Stone is responsible for overseeing all aspects of paid media
for Resolution Media. She manages the strategic insights, vertical
assessment, delivery management, and planning process for the
company`s North American and international client base. Stone is
responsible for expanding Resolution Media`s presence and offer-
ings within the industry as well as providing thought leadership to
customers and prospects. She is also leading the Omnicom Media
Group exchange-based advertising practice. Stone is an accom-
plished search marketer and frequent event speaker, boasting over
10 years of industry experience. Previously, she was director of
paid search marketing for iCrossing. Stone holds a dual degree from
Michigan State University in business and communications.
David Szetela
CEO
Clix Marketing
David is owner and CEO of Clix Marketing, one of the few agen-
cies that specializes exclusively in pay-per-click (PPC) advertising
and is paid according to performance. Clix creates and optimizes
clients` Google AdWords, Yahoo Search Marketing, and Microsoft
adCenter advertising campaigns. Szetela`s 25-plus-year career -
he`s worked for small magazine publishers, Apple Computer, and
Ziff-Davis Publishing - has provided him deep experience in
direct response marketing. He is one of the authors of SEMPO`s
advanced search advertising course, and he`s a columnist for Search
Engine Watch. He`s a frequent speaker at search and advertising
industry events like Search Engine Strategies, SMX, PPC Summit,
and MarketingSherpa Summit. He also hosts a weekly radio show,
'PPC Rockstars, distributed by Webmasterradio.fm and iTunes.
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
design, and website usability frm. Shari has designed and promoted
websites since 1995, and is outsourced to many frms worldwide.
Clients include Yahoo, Microsoft, America Online, ABC News,
HSBC, Expedia, National Cancer Institute, and WebMD. As a
pioneer in the area of search engine-friendly website design, she is
the author of Search Engine Visibility (www.searchenginesbook.
com), which has been translated into French, Japanese, Korean, and
Polish. Her forthcoming book, When Search Meets Web Usability,
is due to be released in 2009. Omni Marketing Interactive has been
featured in many publications, including The New York Times.
Dana Todd
CMO
Newsforce
Dana Todd has had an illustrious career in Internet marketing thus
far, cutting her teeth leading interactive agencies (Bien Logic,
SiteLab); starting and leading the Search Engine Marketing
Professional Organization (SEMPO); and now launching a new ad
network category that combines PR and advertising. Newsforce
Network, the world`s frst and largest premium news network,
serves storytelling media into the ad space of hundreds of top-
name news sites, such as LA Times, Chicago Tribune, Newsweek,
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USA Today, and more. Newsforce provides a parallel voice for
companies to have their brand stories heard alongside regular edito-
rial, bypassing the need to convince journalists to write about them.
Brian Ussery
Director of SEO
Search Discovery
Brian is one of the world`s foremost authorities on SEO, especially
issues related to SEO for Flash. He is a top contributor on Google
Webmaster Central, moderator for Google Issues on SearchEngine-
Watch.com, and SES groups administrator on Facebook, LinkedIn,
and Twitter. In addition to his own top-ranked 'beu blog and the
SearchEngineWatch.com Blog, Brian is a frequent contributor on
Blogoscoped.com. Away from SEO, Brian is an offcial artist for the
University of Georgia and is authorized by Nike and the Collegiate
Licensing Company, a consortium that consists of more than 200
colleges and universities, bowl games, conferences, the NCAA,
Final Four, College World Series, and Heisman Trophy Award.
Matt Van Wagner
President
Find Me Faster
Matt is a seasoned sales and marketing professional specializing
in search engine marketing strategies for small and medium-sized
companies in New Hampshire, Maine, Massachusetts, and Vermont.
An award-winning speaker whose presentations are usually as
entertaining as they are informative, Matt is the president and
founder of Find Me Faster, a search engine marketing frm based
in Nashua, N.H., and an early member of SEMPO. He writes on
Internet, search engines, and technology topics for the New Hamp-
shire Business Review. Matt is a graduate of St. Lawrence Univer-
sity, Canton, N.Y. (B.S. in economics), with an MBA from Rivier
College in Nashua, N.H.
Anna Maria Virzi
Executive Editor
ClickZ
Anna Maria Virzi joined ClickZ as executive editor in August 2007.
Previously, she was executive editor at Ziff Davis Media`s Baseline
magazine. She`s also held editorial posts at Forbes.com, Internet
World, and The Connecticut Post, and received awards from Ameri-
can Business Media, the American Society of Business Publication
Editors, and New England Associated Press.
Mike Volpe
VP of Inbound Marketing
HubSpot
Mike is a VP at HubSpot, an Internet marketing software startup,
where he leads the company`s lead generation and branding strategy
through inbound marketing, including blogging, search engine
optimization, video marketing, and social media. Since Mike joined
HubSpot, the company has grown from 12 to 1,400 customers, from
fve to 90 employees, and raised $17 million of venture capital.
Mike is a cutting-edge B2B inbound marketer who speaks at
numerous conferences and webinars, and hosts a weekly marketing
video podcast called HubSpot TV. Before HubSpot, Mike worked
as director of marketing operations at SolidWorks.
Billie Jo Waara
Director of Account Planning & Research
Lawrence & Schiller
Waara`s team focuses on account planning and primary audience
research, which includes monitoring and measuring consumer
insights from a variety of online communities. She has a deep
knowledge of market research and social engagement platforms.
She has worked on product and market development projects across
the country and across many verticals, including fnancial services,
health care, education, travel, and entertainment. Previously, she
was the director of the South Dakota Offce of Tourism and led a
number of award-winning digital partnerships and CRM initiatives.
Wister Walcott
Co-founder & VP of Products
Marin Software
Wister Walcott directs the development of Marin Search Marketer,
a full-workfow paid search analysis and management application
for search advertisers and agencies. He has extensive experience
in marketing automation and software-as-a-service technologies
at Siebel Systems (now Oracle), and large-scale data warehousing
at Composite Software and Oracle Corp. Walcott served as VP of
marketing at both Pilot Networks and Composite Software, where
he was responsible for branding, outbound telemarketing, direct
mail, and online marketing. He holds multiple U.S. patents and
degrees in computer science and business from Harvard University.
Aaron Wall
Founder
SEO Book
Aaron Wall is a search engine marketer, blogger, and author. In
2008 he converted his website into the leading online SEO train-
ing program with a member support forum. His customers have
included an array of organizations from leading nonprofts like PBS
to Fortune 500 companies like Thomson Reuters. Having blogged
for fve years, worked on over 100 websites, sold 10,000-plus
e-books, served more than 1,000 customers, and read thousands of
pages about search and SEO, Aaron usually knows the answer to
most SEO questions, or whom to ask when he does not.
Amanda Watlington
Owner
Searching for Prot
Amanda Watlington is owner of Searching for Proft, a search
marketing consultancy focusing on the interaction of the consumer
with businesses, using search engines, RSS, blogs, podcasting, or
other new media to deliver their messages. An industry thought
leader and an internationally-recognized speaker, Amanda has led
sessions on search marketing, web strategy, and social media at
Search Engine Strategies, Webmaster World, ad:Tech, and DMA.
She shares her views of where search marketing is headed on her
blog, Blogs and Feeds, and as a blogger for Search Engine Watch.
Frank Watson
CEO
Kangamurra Media
Frank has been involved with the web since it started. For the past
fve years, he headed SEM for FXCM. He`s worked with most of
the major analytics companies and pioneered the ability to tie online
marketing with offine conversion. He recently 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 authoritative sites, or developing some online commu-
nity sites. Frank was one of the frst 100 AdWords professionals and
is on the Click Quality Council, working to diminish click fraud.
Todd Turbo Watson
E-Relationship Manager
IBM Software Group
Todd 'Turbo Watson currently serves as the e-relationship
manager for IBM`s $19 billion software business. Now in his
18th year with IBM, Todd started his career helping to launch two
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global customer magazines before making his way into the digital
realm, where he frst served as an electronic media communications
specialist. In 1997, Todd led the development of the IBM e-busi-
ness website. In 1998, he helped launch IBM`s award-winning
'e-culture campaign, for which IBM was named 'best interactive
marketer of the year by Advertising Age. Todd frequently speaks
at industry events, including ad:Tech, the AdWeek Marketing
Computers Conference, and AAAA Media Conference.
Lori Weiman
CEO
The Search Monitor
Lori Weiman is CEO of The Search Monitor, whose software auto-
mates the monitoring of search results and social media websites to
provide marketers with insight on competitors, keywords, ad copy,
market share, trademark abuse, brand buzz, and affliates. Lori has
been creating products for SEM and SEO marketers since 2002.
Prior to The Search Monitor, she co-founded KeywordMax.com
(now a division of Digital River, Inc.), which provides campaign
optimization software to SEM marketers and agencies. Lori started
her career at Time Warner Cable as part of the team responsible
for inventing on-demand television. She has held executive-level
positions at several early-stage ventures, including Click Forensics,
Webquarters, and Food.com. She holds a degree in business from
Emory University, and a J.D. from the University of Baltimore
School of Law.
Marty Weintraub
President
aimClear
Marty Weintraub is president of aimClear, an SEM agency with
offces in Duluth and Minneapolis, Minn. aimClear provides
traditional and social pay-per-click (PPC) management, organic
optimization (SEO), and social media marketing services to national
clients. Prior to founding aimClear, Marty held positions including
creative director, CBS affliate; unit director, Westmoreland Interac-
tive; and nine years of solo search marketing practice. He writes for
aimClearBlog, collective-thoughts, and the Search Engine Watch
Blog. In the `90s, Marty enjoyed international prominence as a
recording artist, having written and produced 13 solo albums.
Jill Whalen
CEO
HighRankings.com
Jill Whalen is a pioneer in search engine optimization, beginning in
the feld in the early 1990s and founding High Rankings in 1995.
Since that time, High Rankings has grown to be one of the preemi-
nent SEO companies in the United States, working with hundreds of
clients in more than 40 industries to enhance their presence through
proven and dynamic search engine strategies that lead to increased
traffc, more conversions, and enhanced sales. The company is
committed to helping SMBs understand and implement techniques
that maximize the potential of their websites. Expert consulting,
website audit reports, and in-house SEO training classes are just a
sampling of the services offered through High Rankings.
Debra Aho Williamson
Senior Analyst
eMarketer
Debra has been a keen observer of Internet marketing and advertis-
ing trends since 1993. At eMarketer, she focuses on social network
marketing, word-of-mouth marketing, virtual worlds ,and targeting
online marketing to key demographic groups, including kids and
teens, college students, and women. Her speaking credits include
presentations to the Word of Mouth Marketing Association, ad:Tech
San Francisco, the IAB, and CBS. Earlier in her career, Debra was
the founding executive editor of The Industry Standard, the frst
newsweekly for the Internet economy, and editor of Advertising
Age`s interactive media and marketing section.
Paul Wilson
Chief Revenue Ofcer
iProspect
Paul is responsible for all revenue efforts from new iProspect clients
and oversees the frm`s sales and business development teams.
Wilson began his career in television advertising sales at WPHL-
TV in Philadelphia, and moved into sales management positions
with Gannett Broadcasting and Tribune Broadcasting at stations in
Washington, D.C. and Boston, Mass., respectively. Wilson started
his interactive media career with America Online and later became
VP of sales for Northern Light Technology. With over 20 years of
successful sales and sales management experience in broadcast,
interactive media, and search technology, Wilson has spoken at
numerous events. He is a graduate of Georgetown University.
Chris Wine
Director of Product Marketing
Marin Software
Chris Wine is director of product marketing for Marin Software,
where he is responsible for driving market positioning and strategy.
He writes a regular column for Search Engine Land and contributes
search-related articles to other online publications. He previously
held management-level sales and product marketing positions at
Kaseya, Verint, and CommerceOne.
Roger Wong
Product Manager
Bing Travel
Roger Wong manages the marketing strategy for the travel vertical
within Bing. He`s also working on the monetization strategy for the
site. Previously, he was a senior marketing manager with Farecast,
Inc., and worked on travel client marketing at digital marketing
agency Razorfsh.
Aiko Yoshikawa
Sr. Product Manager, Convergence
Yahoo! Advertising Products Group
Aiko Yoshikawa is responsible for conversion-related products
across the search and display advertising channels. She has over 10
years` online experience, having worked at a variety of consumer
Internet companies like AOL, iVillage, and HSN.com. She was
previously manager of the SEO program for Yahoo Shopping,
Travel & Local. Aiko holds an MBA from the MIT Sloan School of
Management and an undergraduate degree from Harvard University.
Richard Zwicky
Founder & CEO
Enquisite
Richard has been involved in search marketing for 10 years, starting
in the late 1990s. He started in the industry by managing the online
campaigns for his own successful e-tail operation, which quickly
led to developing Metamend, a leading search engine optimization
frm that he co-founded in 2000. As CEO, he managed and led the
optimization campaigns for web properties, including Fortune 500
sites. He split Metamend and Enquisite into separate companies in
2006. Today, he is leading Enquisite, which recently released its
frst products. Richard focuses on helping search marketers manage
campaigns more easily and with greater success. He believes in
long-term successful campaigns that are built from the ground up,
and are never caught fat-footed by shifts in search engine algo-
rithms or by regional variances in search user behavior.
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Chicago 2009
Dec. 7-10
Chicago Hilton
Berlin 2009
Nov. 24-25
Crowne Plaza
London 2010
Feb. 16-18
Business Design Centre
New York 2010
March 22-26
Hilton New York
Toronto 2010
June 1-3
Sheraton Centre Toronto
San Jose 2010
Aug. 10-12
San Jose Convention Center
2009 Training Workshops
New York, Sept. 9
Dallas, Oct. 12
Programmed by
Already sending dollars and trafc our way? Become an SES afliate today! Learn more:
www.SearchEngineStrategies.com/afliate-program.html
www.SearchEngineStrategies.com
$
advertising network: A service where ads are
bought centrally through one company, and
displayed on multiple websites that contract with
that company for a share of revenue generated by
ads served on their site.
algorithm: The technology that a search engine
uses to deliver results to a query. Search engines
utilize several algorithms in tandem to deliver a
page of search results or keyword-targeted search
ads.
anchor text: The clickable text part of a hyper-
link. The text usually gives visitors or search
engines important information on what the page
being linked to is about.
click through rate (CTR): The rate (expressed
in a percentage) at which users click on an ad.
This is calculated by dividing the total number of
clicks by the total number of ad impressions. CTR
is an important metric for Internet marketers to
measure the performance of an ad campaign.
content network: A group of websites that agree
to show ads on their site, served by an ad network,
in exchange for a share of the revenue generated
by those ads. Examples include Google AdSense
or the Yahoo Publisher Network.
contextual advertising: Advertising that is
targeted to a web page based on the page`s
content, keywords, or category. Ads in most
content networks are targeted contextually.
cost per action (CPA): A form of advertising
where payment is dependent upon an action that
a user performs as a result of the ad. The action
could be making a purchase, signing up for a
newsletter, or asking for a follow-up call. An
advertiser pays a set fee to the publisher based
on the number of visitors who take action. Many
affliate programs use the CPA model.
cost per click (CPC): Also called pay-per-click
(PPC). A performance-based advertising model
where the advertiser pays a set fee for every click
on an ad. The majority of text ads sold by search
engines are billed under the CPC model.
cost per thousand (CPM): An ad model that
charges advertisers every time an ad is displayed
to a user, whether the user clicks on the ad or not.
The fee is based on every 1,000 ad impressions
(M is the Roman numeral for 1,000). Most display
ads, such as banner ads, are sold by CPM.
geo-targeting: Delivery of ads specifc to the
geographic location of the searcher. Geo-targeting
allows the advertiser to specify where ads will or
won`t be shown based on the searcher`s location,
enabling more localized and personalized results.
Googlebot: Google uses several user-agents
to crawl and index content in the Google.com
search engine. Googlebot describes all Google
spiders. All Google bots begin with 'Googlebot;
for example, Googlebot-Mobile: crawls pages for
Google`s mobile index; Googlebot-Image: crawls
pages for Google`s image index.
inbound link: An inbound link is a hyperlink to
a particular web page from an outside site, bring-
ing traffc to that web page. Inbound links are an
important element that most search engine algo-
rithms use to measure the popularity of a web
page.
invisible web: A term that refers to the vast
amount of information on the web that isn`t
indexed by search engines. Coined in 1994 by Dr.
Jill Ellsworth.
keyword: A word or phrase entered into a search
engine in an effort to get the search engine to
return matching and relevant results. Many
websites offer advertising targeted by keywords,
so an ad will only show when a specifc keyword
is entered.
link bait: Editorial content, often sensational in
nature, posted on a web page and submitted to
social media sites in hopes of building inbound
links from other sites. Or, as Matt Cutts of Google
says, something interesting enough to catch
people`s attention.
link building: The process of getting quality
websites to link to your websites, in order to
improve search engine rankings. Link building
techniques can include buying links, reciprocal
linking, or entering barter arrangements.
meta tags: Information placed in the HTML
header of a web page, providing information that
is not visible to browsers, but can be used in vary-
ing degrees by search engines to index a page.
Common meta tags used in search engine market-
ing are title, description, and keyword tags.
pay per click (PPC): See cost per click (CPC).
quality score: A score assigned by search engines
that is calculated by measuring an ad`s click-
through rate, analyzing the relevance of the land-
ing page, and considering other factors used to
determine the quality of a site and reward those of
higher quality with top placement and lower bid
requirements. Some factors that make up a qual-
ity score are historical keyword performance, the
quality of an ad`s landing page, and other undis-
closed attributes. All of the major search engines
now use some form of quality score in their search
ad algorithm.
return on investment (ROI): The amount
of money an advertiser earns from their ads
compared to the amount of money the advertiser
spends on their ads.
search advertising: Also called paid search. An
advertiser bids for the chance to have their ad
display when a user searches for a given keyword.
These are usually text ads, which are displayed
above or to the right of the algorithmic (organic)
search results. Most search ads are sold by the
PPC model, where the advertiser pays only when
the user clicks on the ad or text link.
search engine marketing (SEM): The process
of building and marketing a site with the goal of
improving its position in search engine results.
SEM includes both search engine optimization
(SEO) and search advertising, or paid search.
search engine optimization (SEO): The process
of making a site and its content highly relevant for
both search engines and searchers. SEO includes
technical tasks to make it easier for search
engines to fnd and index a site for appropriate
keywords, as well as marketing-focused tasks to
make a site more appealing to users. Successful
search marketing helps a site gain top positioning
for relevant words and phrases.
search engine results pages (SERPs): The page
searchers see after they`ve entered their query
into the search box. This page lists several web
pages related to the searcher`s query, sorted by
relevance. Increasingly, search engines are return-
ing blended search results, which include images,
videos, and results from specialty databases on
their SERPs.
social media: A category of sites based on user
participation and user-generated content. They
include social networking sites like LinkedIn
or Facebook, social bookmarking sites like Del.
icio.us, social news sites like Digg or Reddit, and
other sites that are centered on user interaction.
spider: A search engine spider is a program that
crawls the web, visiting web pages to collect
information to add to or update a search engine`s
index. The major search engines on the web all
have such a program, which is also known as a
'crawler or a 'bot.
title tag: An HTML meta tag with text describing
a specifc web page. The title tag should contain
strategic keywords for the page, since many
search engines pay special attention to the title
text when indexing pages. The title tag should
also make sense to humans, since it is usually the
text link to the page displayed in search engine
results.
universal search: Also known as blended, or
federated search results, universal search pulls
data from multiple databases to display on the
same page. Results can include images, videos,
and results from specialty databases like maps
and local information, product information, or
news stories.
web 2.0: A term that refers to a supposed second
generation of Internet-based services. These
usually include tools that let people collaborate
and share information online, such as social
networking sites, wikis, communication tools,
and folksonomies.
g|essary
Below you will nd commonly-used terms that every search marketer
should know. Keep this list handy throughout the week!
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