SES Magazine New York 2008

www.SearchEngineStrategies.com March 2008 YOUR GUIDE TO SES New York March 17-21, 2008 Hilton New York Conference Agenda 4-6 Floor Plan 8-11 Sponsors 13-40 & S arr U k C is L Nic can P with Cala n As so Q& Ja the intersection of search, marketing & commerce SES MAGAZINE Editor in Chief Kevin Ryan Managing Editor Drew Eastmead SES EVENTS VP, Global Content Director Sr. Conference Program Director Program Manager Program Coordinator Kevin Ryan Stewart Quealy Marilyn Crafts Jackie Ortez SES OPERATIONS VP, Event Operations Director of Operations Operations Manager Sponsorship Operations Mgr Senior Registration Manager Registration Managers Samantha Hammer Mitchell Tim Goins Dan Hoskins JoAnn Simonelli Beth Edwards Lillian Potter Kristen Wallenius SES SALES Executive Sales Director Frank Fazio Sales Directors Peter Westerholm Elaine Mershon Andrew Katz Elaine Romeo Jeff Britt Chris Lucas (UK/Europe) THE CLICKZ NETWORK VP, Editorial Rebecca Lieb Executive Editor, ClickZ Anna Maria Virzi Copy Chief & Associate Editor Erin Brenner CONFERENCE INFORMATION SEARCH ENGINE WATCH Executive Editor Kevin Heisler Managing Editor Kevin Newcomb CORPORATE MD, Interactive Marketing Managing Director VP, BizDev & Marketing VP, Sales/Publisher Marketing Director Rory Brown Gary Lynch Matt McGowan Susan Leiterstein Angela Man Agenda ........................................................................................... 4-6 Floor Plan ..................................................................................... 8-11 Sponsors & Exhibitors ................................................................. 13-40 Sessions & Training..................................................................... 41-53 Speaker Biographies ................................................................. 73-107 Features SES: Volume 2, Issue 2 | March 2008 Incisive Media — U.S. headquarters 270 Lafayette St., Suite 700 New York, NY 10012 tel (212) 925-6990 fax (212) 925-7585 Incisive Media — Connecticut office 13 Marshall St. South Norwalk, CT 06854 tel (203) 295-0042 fax (203) 295-0060 Incisive Media — head office Haymarket House, 28-29 Haymarket London SW1Y 4RX, UK tel +44 (0)20 7316 9609 fax +44 (0)20 7930 2238 For more information, visit www.SearchEngineStrategies.com Interested in advertising? E-mail us at sales@SearchEngineStrategies.com Where’s Search Heading? Ask Yahoo’s Chief Scientist .......................56 Q&A with Nicholas Carr .....................................................................58 Q&A with Jason Calacanis .......................................................... 59-60 Around the Town: New York......................................................... 64-67 Columns 2008: The Year Google, Yahoo, and Microsoft Merge ..........................57 Optimizing the Planet: SEO on a Global Scale .............................. 68-69 Moving Beyond Efficiency to Campaign Effectiveness ................. 70-71 © 2008 INCISIVE MEDIA PLC AND INDIVIDUAL AUTHORS Dear reader, Welcome to the new Search Engine Strategies and SES Magazine. During the past few months, we’ve had some exciting changes here at SES, with a new advisory board, a fresh approach to content at our conferences, and this new publication. What’s new at SES? Search engine marketing, once a tool for a select few “in-the-know” technological experts, has become a mainstream marketing and advertising vehicle. Veterans of SES will notice a few key format changes. First, the format of Day 1 has been refocused to include strategies that surround and include search engine marketing. We’ve added keynote speakers from around the industry to help facilitate the overall integration of traditional search marketing and new players in the space. Also new is the Orion panel concept. These primary sessions include industry thought leaders who will discuss the hottest topics we face today, and this will drive the tactical content for the rest of your week. In short, we want to create a learning environment that welcomes the new breed of search marketing along with the experts who have defined the space as we know it today. Second, many of the changes — such as shorter sessions, more case studies, fewer and new speakers — were driven by your requests and feedback — you, the delegates and attendees of past SES conferences. SES content is designed by Search Engine Strategies, Search Engine Watch, and The ClickZ Network for you. What is SES Magazine? We recently launched this new magazine because it was time to bring our online expertise to a print publication. SES will be distributed at our five flagship conferences in 2008: London, New York, Toronto, San Jose, and Chicago. Each issue of SES will help you navigate that week’s conference — you’ll find all the details on the sessions, the speakers, and the sponsors and exhibitors. In addition, readers will learn about the latest trends in search and online marketing through interviews and fun feature pieces. Just like our events, this magazine will continue to expand and improve over the next year and beyond. Welcome again to the new SES, and thanks for attending SES New York. We hope you find this conference to be a valuable experience in your professional development and that you leave here inspired with great new ideas. Please do not hesitate to approach us this week, as your suggestions and input are always welcome! Kevin Ryan VP, Global Content Director, SES & Search Engine Watch Editor in Chief, SES Magazine 2 SES ß Vol. 2, Issue 2 | {NEW YORK, MARCH 2008} SearchEngineStrategies.com ß SES 3 Day 1: Monday, March 17, 2008 Agenda Track Location 7:30a-7p 8:30-9:30a 9:30-10:45a 10:45-11:15a 11:15a-12:30p 12:30-2p 2-3:15p 3:15-3:45p 3:45-5p 5-5:30p Search Around the World - Part 2: The UK & Europe The Human Equation: Giving Back Internet Style How to Build Investment Interest in Your SEO/SEM Search Around the World - Part 1: Asia/ Pacific & Latin America Redefining the Customer Day 3: Wednesday, March 19, 2008 Kelsey Group — Local Rendezvous Trianon Track Location 8a-6:30p 8-9a { Strategic Gramercy Develop Sutton South ment Sutton North Workshops} Trianon Ballroom Fundamentals Gramercy Stats & Research Sutton South Social Search Sutton North Registration — Level 2 Vertical & Retail Trianon Ballroom ClickZ Rendezvous Trianon Registration — Level 2 (Badge pickup on Level 3) Morning Coffee Creating Compelling Ads Morning Break — Level 2 Analytics: Data Into Action Igniting Viral Campaigns Video Made the SMB Star Organic Listings Forum Local Search: Are Partnerships the Key to Success? Morning Coffee — Grand Ballroom, Level 3 Morning Keynote: Gordon McLeod, “Search Has Changed Everything... And So Can You” — Grand Ballroom, Level 3 Expo Hall opens Morning Break — Expo Hall Link Building Basics Ad Testing: Research & Findings Social Media Marketing: What is it and What is it Good For? B2B Tactics Widgets and Gadgets are taking over, but what are they? 9-9:45a 9:45a-4p 9:45-10:15a 10:15-11:30a 11:30a-1p Networking Lunch — Grand Ballroom, Level 3 Web Analytics: Measuring Success Auditing Paid Listings and Click Fraud Issues Afternoon Break — Level 2 Orion Panel: Getting Vertical Search Right — Grand Ballroom, Level 3 SES Awards 2008 — Grand Ballroom, Level 3 Network Neutrality is for Online Marketers too! Mobile Local Search: Finding the Way Networking Lunch — Grand Ballroom, Level 3 Search Advertising 101 Top Search Trends Successful Tactics for Social Media Optimization (SMO) Session Interval Afternoon Keynote: Jason Calacanis, Founder & CEO of Mahalo.com, Inc. — Grand Ballroom, Level 3 Afternoon Break — Expo Hall Dealing With Affiliates The New Face of In-House Search Social Media Research: Informing Search Strategies Session Interval The Business Case for SEO Content Development Searcher Behavior Research Update Social Search: The Next Step CSS, AJAX, Web 2.0 & Search Engines Ad Exchanges Are Changing Everything SEM Small Business Blitz Managing PPC for Multiple Clients Big Brand Search Strategies: Build Connections and Fuel Online Promotions 1-2:15p 2:15-2:30p 2:30-3:30p 3:30-4p 4-5:15p Selling Your Integrated Plan to the C-suite Day 2: Tuesday, March 18, 2008 Track Location 8a-7p 8-9a 9-10a 10a-7p 11a-12:15p 12:15-1:30p 1:30-2:45p 2:45-3:15p 3:15-4:30p 4:30-4:45p 4:45-6p 6-7p 4 SES ß Vol. 2, Issue 2 | {NEW YORK, MARCH 2008} SPONSORED SESSION Medio: Search Advertising Goes Mobile Fundamentals Gramercy Conversion Sutton South Local Sutton North Registration — Level 2 Advertising Trianon Ballroom Contextual Ads Rendezvous Trianon 5:15-5:30p 5:30-6:45p Morning Coffee — Grand Ballroom, Level 3 Conference Welcome & Opening Keynote: Nick Carr, author of The Big Switch — Grand Ballroom, Level 3 Expo Hall Grand Opening (Morning Break in Expo Hall, 10-10:30a) Introduction to Search Marketing Converting Visitors Into Buyers Why Local Is Different Ads in a Quality Score World Domaining & Address Bar-Driven Traffic Networking Lunch — Grand Ballroom, Level 3 Orion Panel: Universal Search — Grand Ballroom, Level 3 Afternoon Break — Expo Hall SPONSORED SESSION Hitwise: Know about Your Competitors’ Paid and Organic Traffic SPONSORED SESSION Google: What’s new with Google Analytics and Website Optimizer? SPONSORED SESSION Omniture: Optimizing Search Marketing Campaigns SPONSORED SESSION Microsoft Search: Tips and tricks for great results with Live Search Win a Toyota Scion! To enter, visit Level 4, Americas Hall II, Booth #2116 (see the floor plan on page 10). The winner of the car will be announced by SES staff on the last day of the expo hall. SearchEngineStrategies.com ß SES Session Interval Search Engine Friendly Design Landing Page Testing & Tuning Local Search Marketing Tactics Ad Copy & Landing Page Clinic Earning Money From Contextual Ads Networking Reception — Expo Hall 5 Agenda Day 4: Thursday, March 20, 2008 Agenda Track 8a-12:30p 8-9a 9-9:45a 9:45-10a 10-11a 11-11:15a 11:15a-12:15p 12:15-12:45p 12:45-1:45p Trends in Mobile Search OldTimers on Search Beyond Linkbait: Getting Authoritative Online Mentions The Sempo Survey: 2007 State of the Market Usability & SEO: 2 Wins For The Price of 1 Hybrid Gramercy Organic Sutton South Multimedia Sutton North Registration — Level 2 Advertising Trianon Ballroom Clinics Rendezvous Trianon Morning Coffee — Grand Ballroom, Level 3 Morning Keynote: Andrew Tomkins, Chief Scientist at Yahoo Research — Grand Ballroom, Level 3 Session Interval Podcast & Audio Search Optimization Session Interval Images & Search Engines SEM: Working With Ad Agencies Contextual Ads & Ad Sense Clinic Staffing Up for Search Site Clinic Snack Break — Grand Ballroom, Level 3 Meet the Crawlers Video Search Optimization My Search is Better Than Your Search Site Clinic For more details on the sessions and their speakers, see the descriptions beginning on For details on Friday’s training classes, go to 6 SES ß Vol. 2, Issue 2 | {NEW YORK, MARCH 2008} SearchEngineStrategies.com ß SES 7 Hilton New York: Level 2 Rhinelander Hilton New York: Level 3 (Booths 1000-1600) (Booths 100-170) Floor Plan Hilton New York: Level 3 Session Rooms Keynotes, Orion Panels, & Lunches Offices & Registration 8 SES ß Vol. 2, Issue 2 | {NEW YORK, MARCH 2008} Exhibit Hall Hours Tuesday, March 18: 10a-7p (Networking Reception, 5:45-7p) Wednesday, March 19: 9:45a-4p SearchEngineStrategies.com ß SES 9 Floor Plan Hilton New York: Level 4 (Booths 2000-2600) Exhibitor List — Booth Numbers Company Booth Company Booth Company Booth @ Web Site Publicity............................. 143 1-800-FREE411.................................... 110 24/7 Real Media ................................... 106 7Search.com/Website Magazine ......... 1106 ABCSearch.com.................................. 1400 Acquisio................................................ 156 Acronym Media..................................... 134 Hot Banana Software Inc..................... 1502 iClimber................................................ 126 iContact ................................................ 132 iCrossing .............................................. 167 ideaLaunch........................................... 169 Idearc Search Marketing....................... 101 IndexTools .......................................... 1406 Indigio .................................................. 113 Ingenio Inc.......................................... 2021 Intermark Media/Copeac..................... 1116 Interwoven.......................................... 1227 ion interactive..................................... 1016 iProspect ............................................ 1001 KeywordMax....................................... 1416 LifeTips.com, Inc................................... 169 Listrak ................................................ 1303 LivePerson, Inc.................................... 1301 Local.com............................................. 119 Localeze ............................................... 162 Location3 Media, Inc............................. 120 LookSmart.......................................... 1000 Lyris HQ powered by ClickTracks ........ 1504 Marchex ............................................... 158 Marin Software ..................................... 112 Market Motive .................................... 1510 MarketHealth.com .............................. 1230 McAfee HACKER SAFE .......................... 111 Media Traffic Agency............................. 117 MediaWhiz............................................ 164 Medio ................................................... 145 Microsoft ............................................ 2100 MOBILE LIBRIS - Independent Bookseller .. 2010 mobileStorm Inc.................................. 2031 Moniker.com....................................... 1229 Mountain Media.................................... 149 Netconcepts ......................................... 161 Offshoring.com ................................... 1011 Omniture ............................................ 1112 Onward Search................................... 1404 OrangeSoda.......................................... 104 Outrider .............................................. 1004 SearchEngineStrategies.com ß SES Peoka.com.......................................... 2416 Pepperjam ............................................ 165 PlattForm Advertising.......................... 2123 PM Digital........................................... 1015 Pop Labs............................................... 141 PRIME Visibility ................................... 1305 PRWeb................................................ 2223 Pulse 360 ............................................. 123 SageRock.com...................................... 150 Search Marketing Standard ................ 2006 SearchIgnite ....................................... 1413 SearchRev ............................................ 118 Sedo................................................... 2231 SEMPO ............................................... 2008 Sendori................................................. 163 SendTec.............................................. 1128 SendTraffic ........................................... 122 SEO, Inc.............................................. 1512 SLI Systems, Inc. ................................ 2219 Slifter.................................................... 160 Soothware ............................................ 144 Steak Media ......................................... 114 Superpages.com................................. 2015 SureHits................................................ 133 Target Marketing Group ...................... 2004 Teragram Corporation ......................... 1108 The Karcher Group.............................. 1226 The Search Agency ............................. 1300 TMP Directional Marketing.................. 1302 Trellian.com.......................................... 121 Unreal Marketing ............................... 2114 VentureDirect Worldwide..................... 2122 Visibility Magazine .............................. 2510 Web Marketing Association................. 2014 WebmasterRadio.FM............................. 135 Website Magazine .............................. 1106 Widemile ............................................ 2025 Wordtracker........................................ 1412 Yahoo! ................................................ 2009 YELLOWPAGES.COM ........................... 1122 Floor Plan Adapt Technologies, Inc......................... 109 AdGooroo............................................ 2102 adMarketplace.................................... 1417 Advertising.com.................................. 1012 Apogee Search ................................... 2121 Ask.com ............................................. 2106 Best Of The Web ................................... 148 Bigmouthmedia .................................. 1228 blinkx ................................................. 1506 Blogsvertise........................................ 1415 Brafton TailoredNews............................ 152 Bruce Clay .......................................... 1217 BtoB Magazine ................................... 2002 Business.com ....................................... 153 Click Forensics, Inc. .............................. 107 Compete............................................... 102 comScore, Inc....................................... 115 Correlation Concepts .......................... 2112 Didit.................................................... 1304 DoubleClick/Performics......................... 130 Dozier Internet Law, P.C. .................... 1514 Efficient Frontier ................................... 157 Elixir Systems ..................................... 2225 Engine Ready...................................... 2120 ePrize ................................................. 1500 Etology ............................................... 2229 eZanga ............................................... 1508 Findology Interactive Media .................. 127 GenieKnows.com................................ 1221 Getupdated Internet Marketing............ 2226 GoECart .............................................. 1008 Google ............................................... 1007 hakia .................................................. 2200 Hitwise ................................................. 138 10 SES ß Vol. 2, Issue 2 | {NEW YORK, MARCH 2008} What’s on this floor? Car Giveaway: Booth 2116 E-mail Center: Booth 2504 SEW Job Board: Booth 2500 Foosball: Booth 2033 Sales Office: Booth 2300 11 Floor Plan Sponsors Exhibitors 12 SES ß Vol. 2, Issue 2 | {NEW YORK, MARCH 2008} SearchEngineStrategies.com ß SES & 13 Premier Plus Sponsors Getupdated Internet Marketing Booth 2226 www.getupdated.com Getupdated Internet Marketing has recently become a leader and one of the world’s largest search engine marketing companies. The company is traded in the OMX Stock Market (Stock symbol: GIM), employing around 300 people throughout offices in Tampa, Fort Lauderdale, San Jose, Paris, London, Manchester, Sydney, Stockholm, and Norway. Getupdated offers a complete concept of full end-to-end Internet marketing solutions. The company’s main focus is to provide Internet solutions that allow entrepreneurs, marketing and sales directors to focus on other tasks, while we bring the relevant visitors and business via their websites. Executives see Getupdated as a “one-stop shop” for their Internet needs. Our range of services helps around 75,000 clients and some of the world’s largest corporations, including Fortune 500 and 1000 with SEO, international and local search engine optimization, search engine marketing consultancy, pay-for-performance SEO, pay-per-click advertising management, banner advertising, affiliate marketing, pay-per-action, lead generation, web analytics, usability, search engine-friendly content management systems, website design, Intranet solutions, and web hosting. Call us today for our Internet marketing offers at: 1-888-523-7901 or e-mail us at info@getupdated.com, or visit our website at http://www.getupdated.com. Premier Sponsors Bruce Clay Booth 1217 www.bruceclay.com Bruce Clay, Inc.: 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, training classes, site assessments, consulting services, and full-service projects. The areas covered are SEO, PPC, analytics, e-mail, ad programs, and more. Microsoft Booth 2100 www.advertising.microsoft.com Microsoft adCenter, part of Microsoft Digital Advertising Solutions, powers the paid search advertising service. Microsoft adCenter improves advertising performance and return on investment by providing a high quality audience and advanced targeting tools, and gives advertisers the right tools to manage and control their campaigns for top performance. Microsoft Digital Advertising Solutions encompasses a robust set of global advertising products and services that effectively connect advertisers with their target audiences across multiple digital touch points, including PCs, Xbox consoles, web-enabled phones and PDAs. Mobile Marketing Association www.mmaglobal.com The Mobile Marketing Association (MMA) is the premier global association that strives to stimulate the growth of mobile marketing and its associated technologies. The MMA is a global organization with representation in over 20 countries. MMA members include agencies, advertisers, handheld device manufacturers, carriers and operators, retailers, software providers and service providers, as well as any company focused on the potential of marketing via mobile devices. SEMNE www.semne.org SEMNE (Search Engine Marketing New England) was created in 2006 as a networking organization for anyone responsible for search marketing and driving traffic to their website. SEMNE meetings feature expert speakers on topics such as online PR, SEO, click fraud, social media, and more. Meetings are held around New England every other month and are open to individuals interested in learning more about search marketing and making connections with others in the industry. During each meeting, attendees have plenty of time to network and learn from industry leaders. SEMNE member benefits include free admission to all meetings, networking opportunities with peers and industry leaders, discounts to industry events, and free job listings. SEMNE is dedicated to enabling people to exchange information and ideas, and learn new search marketing tips and techniques, while networking with like-minded individuals. GoECart Booth 1008 www.goecart.com GoECart is the clear choice for serious merchants focused on creating and rapidly growing a successful web-based business. GoECart is a leading “Software as a Service” (SaaS) company that provides growth-focused merchants with all of the technology and infrastructure needed to rapidly and cost effectively set up, manage and grow an online store. GoECart 7.0 is the only e-commerce solution that is truly search engine-friendly. All pages in the storefront are uniquely and automatically accessible to web search engines, which means more traffic for GoECart-powered sites. Now in version 7.0, GoECart combines 250+ rich and powerful e-commerce software features and On-Demand Tier 1 hosting with a delightful shopping experience for customers—all at a very reasonable price. GoECart has been a leading provider of hosted e-commerce shopping cart solutions since 2000 and serves a diverse customer base, ranging from small- and medium-sized enterprises to Fortune 500 companies. GoECart’s innovative search features are guided by MachInteractive, a peer division of GoECart. Association Sponsors Direct Marketing Club of New York www.dmcny.org The Direct Marketing Club of New York is the tri-state organization that has provided the support, education, and a network of opportunities to direct marketers for over 60 years. We are a regional, professional non-profit association for all those interested in direct marketing. The greater New York metro area is the capital of direct marketing for the country and our club is recognized as the networking place for direct marketers. The Direct Marketing Club of New York (DMCNY) can help you reach new heights and make new connections. Learn about cutting edge practices and how to implement them at our power breakfasts and luncheons. Sponsors & Exhibitors iProspect Booth 1001 www.iprospect.com Founded in 1996, iProspect is the Original® Search Engine Marketing Firm, credited with pioneering the practice of search engine marketing. The company helps many of the world’s most successful brands maximize their online marketing ROI through natural (“organic”) search engine optimization, paid inclusion management, shopping feed management, pay per click advertising management, search leveraged public relations, and other related services. R SEMPO Booth 2008 www.sempo.com SEMPO (Search Engine Marketing Professional Organization) is a nonprofit association with over over 780 members in 30 countries, representing thousands globally, working to increase awareness and promote the value of search engine marketing worldwide. Member benefits include research, SEMPO Institute and event discounts, job board, networking opportunities, webinars, membership committees and regional working groups, and more. Contact us at info@SEMPO.org. Executive Council www.execcouncil.org The Executive Council connects people with opportunities. Through its member base of 3,500 executives, the Council is a dynamic, innovative forum for senior operating executives, board members, and advisors, offering a confidential setting for developing your personal network in a highly collaborative and stimulating environment. The content and format of the Executive Council’s lively seminars are unique in their ability to match leaders with the information required to lead their organization. By partnering with our corporate members, press, and industry organizations, the Executive Council creates industry vertical programs that allow for a discreet exchange of best practices in a forum that promotes open dialogue and a meaningful exchange of ideas. The Original Search Engine R Marketing Firm Marchex Booth 158 www.marchex.com Marchex (www.marchex.com) is a local online advertising company and leading publisher of local content. Marchex’s innovative advertising platform delivers search- and callbased marketing products and services for local and national advertisers. Marchex’s local content network, one of the largest online, helps consumers make better, more informed local decisions through its network of content-rich websites that reach tens of millions of unique visitors each month. Web Analytics Association www.webanalyticsassociation.org The Web Analytics Association unites and fosters the interests of industry practitioners, vendors, consultants, and educators who use, sell, install, implement, consult, teach, or train in the field of web analytics. We define industry best practices, develop, and implement analytic training and certification programs, and unite professionals, consultants, and users to promote our field worldwide. iProspect’s clientele consists of some of the world’s largest and most recognized brands in the retail, healthcare, pharmaceuticals, manufacturing, education, technology, financial services, insurance, and business service industries. With U.S. offices in Watertown, Mass., and San Francisco, Calif., as well as offices across the globe (http://global.iprospect.com), iProspect can be contacted at 1-800-522-1152 or by visiting www.iprospect.com. 14 SES ß Vol. 2, Issue 2 | {NEW YORK, MARCH 2008} SearchEngineStrategies.com ß SES 15 Sponsors & Exhibitors Web Marketing Association Booth 2014 www.webaward.org Do you have an award-winning website? Prove it! Enter the Web Marketing Association’s WebAward Competition and win recognition for yourself and glory — and a great marketing opportunity — for your website. The international WebAward competition sets the standard of excellence in 96 industry categories by evaluating websites and defining benchmarks based on the seven essential criteria of successful website development. Entrants benefit from a website assessment by a professional judging panel and the marketing opportunities presented to an award-winning website. For more information, visit www.webaward.org. eyes and ears of the “domainer.” Our magazine will focus on the value of pay-per-click management, SEO, domain legal expertise, domain acquisition, and selling,dDomain monetization, and any other topic that focuses on emerging technologies and services that provides value to you ... “the domainer.” 7:00 A.M. Check international markets 9:00 A.M. Digest business and investing news 3:00 P.M. Review market moves and trends 6:00 P.M. Discuss investing strategies with broker eM+C www.emarketingandcommerce.com eM+C is the new bi-monthly magazine all about e-marketing and commerce. It has a circulation of 60,000 online marketers. From best practices and case studies to original research, every issue of eM+C is filled with in-depth information and expert advice to help online marketers market smarter. Guided by a blue-ribbon editorial advisory board, eM+C’s editorial is focused on all things online: e-commerce and search, e-mail, behavioral targeting, mobile marketing, video, guerrilla, viral, affiliate, transactional, social marketing, and much more. eM+CTarget Marketing is part of the Target Marketing Group of publications, published monthly by Philadelphia-based North American Publishing Company (NAPCO), which also publishes Catalog Success, FundRaising Success, Publishing Executive, and Book Business magazines, as well as the newsletter “Inside Direct Mail.” Media Partners BtoB Magazine Booth 2002 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 filled with the game-changing 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 knowledgeable journalists to ever work this burgeoning beat. That’s why more than 100,000 top B2B marketers turn first to our magazine, website, newsletters and events. Sponsors & Exhibitors Entrepeneur www.entrepreneur.com Marking its 10-year anniversary in 2006, Entrepreneur.com has evolved into the most widely used website by entrepreneurs and leaders in business worldwide. As the leading small business website on the Internet, Entrepreneur.com serves its visitors’ needs by creating the most satisfying experience with relevant content and interactive tools covering every aspect of business startup, growth, and management. He relies on leading financial sources, and so should you Prime placement for premium advertisers. Reach the financially savvy audience you seek with the newest additions to the Microsoft® Content Ads Program. With more than 16 million unique visitors,1 this network of premium financial Web sites is the right place to put your ads in front of the right audience. Put your ad right where he wants it. Visit us at advertising.microsoft.com. DIRECT www.directmag.com DIRECT provides strategic and tactical information for direct marketers that is timely, inspirational and on the cutting edge of innovation. DIRECT’s print, online and interactive information products connect today’s marketers to the information, resources and suppliers they need to reach their business goals. The franchise includes DIRECT magazine (www.directmag.com); DIRECT Newsline, DIRECT Listline, DIRECT Tips, Magilla Marketing and Searchline e-newsletters; The Buyers’ Guide, The National Center for Database Marketing conference; webinars; ListFinder; original research, and more. DIRECT is part of Penton Media’s marketing media group, which also includes Multichannel Merchant, PROMO and Chief Marketer. Hispanic MPR www.hispanicmpr.com Hispanic Marketing & Public Relations and HispanicMPR. com, the website and companion podcast, provide you essential information on America’s largest minority. We feature original content, including daily articles and weekly podcast interviews with leaders, newsmakers, and experts on America’s largest minority. Our resources section is chock full of useful information, including a nationally-recognized book and 2006 Choice Outstanding Academic Title, guest articles, and exclusive downloadable audio recordings of presentations and extended interviews with national Hispanic market experts. Sign up for free e-mail updates and more at our website. money Domainer’s www.domainersmagazine.com Domainer’s Magazine was designed to provide valuable insight and thought leadership into the domaining world. Our goal is to create a world-class publication that becomes the 16 SES ß Vol. 2, Issue 2 | {NEW YORK, MARCH 2008} 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 1 Source: comScore, Inc., Media Metrix, Business/Finance: News/Research category, Q4, 2007 SearchEngineStrategies.com ß SES 17 bimonthly, it offers unrivalled coverage of affiliate marketing techniques, search technologies, online fraud prevention, and interactive advertising, branding, and marketing. It is the only hard-copy magazine covering these issues for online marketers, affiliates, merchants, agencies, and networks. The Internet is the new world of marketing —a world where anyone can run a website from their bedroom, where fraud is prevalent and clicks, leads, and sales can be stolen away without the victim even knowing. In this world, the opportunities are huge but the risks are great. 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 view, including those of merchants, website publishers, affiliate networks, industry watchers, and market researchers. Revenue stresses best practices and strong ethical guidelines that attempt to help the online marketing community flourish. 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, affiliate marketing, pay per click, social media, and much more are covered by industry experts such as Liana “Li” Evans, Greg Meyers, Karl Ribas, and Michael Abolafia. online public relations. Online Marketing Blog is edited by TopRank CEO Lee Odden, a 10-year Internet marketing veteran who is a frequent speaker at search and PR industry conferences and has been quoted in U.S. News and The Economist. Odden has also written for Yahoo! Publisher Network and DM News and serves on the operating committee for the DMA Search Engine Marketing Council. This same commitment to quality also powers our primary objective of providing companies with an affordable, flexible 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. Visibility Magazine Smart Business Moves www.smartbusinessmoves.org Smart Business Moves are leaders in seminar training and coaching for small- to medium-sized businesses looking to get on the fast track. Their success strategies have assisted many startup companies as well as existing successful businesses to new and exciting levels of growth and development. What makes their small business seminars different is that they address powerfully what other seminar training and development companies do not. What holds most small business owners back is what they don’t know that stands in their way. Smart Business Moves seminar training connects you with the right information necessary to cause break through results in your business. If you are leading a corporation that is looking to develop employees as entrepreneurs, or if you are an independent business woman, man, or even a youth looking to develop an extraordinary business, don’t miss this free introduction to “Keys to Entrepreneurial Success” seminar and get your business in high gear! Website Magazine Booth 1106 www.websitemagazine.com Website Magazine is a must-read for anyone seeking website success and the most popular trade magazine in its field. Available free in print and digital form for website owners seeking a successful Internet presence, Website Magazine provides practical information to help website owners develop, design, maintain, and promote their online business. We feature leading experts in the field of e-commerce, online marketing, search engine optimization and website design, to name a few. It is our goal to provide the best information available for online marketers, retailers or anyone with an online presence. Subscribe today at http://free.websitemagazine.com. Website Magazine recently developed a foundation to help lessen the impact of the printed magazine on the environment — learn more at ReplaceATree.org. Enter to win an Apple iPhone at our booth! Booth 2510 www.visibilitymagazine.com Visibility, the print magazine, heralds a beginning in the world of Internet marketing. This is the first time an established digital presence, topseos.com, is venturing into the traditional print media domain. With Visibility, the print world is all set to benefit from the success formula of the Internet, and vice versa. The print medium holds great promise for Internet marketing vendors who are constantly looking for more channels to promote their services. Additionally, Visibility will reach to a lot of fringe businesses that may have been contemplating entering or expanding their Internet marketing campaigns. Visibility is published quarterly and covers a wide range of topics including, but not limited to, organic optimization, pay per click marketing, website analytics, affiliate marketing, and press release distribution. Our association with topseos. com has meant that the hard work of proving our credibility is more than half done. Thanks to this backing, we are considered a force to reckon with, and a reliable source of information on all aspects of Internet marketing. Search Engine Guide www.searchengineguide.com Search Engine Guide is a free resource site aimed at educating small business owners about search engine optimization, paid search advertising, link building, and blogging. Editor-in-chief Jennifer Laycock is known for her down-to-earth style of writing and her ability to translate even the most complicated marketing concepts into action items that can be implemented by businesses of all sizes. Search Engine Guide offers daily and weekly newsletters featuring articles from a wide range of contributing authors. The site’s “Small Business Ideas” forum allows business owners to come together in a friendly environment to ask questions and share ideas. Sponsors & Exhibitors Internet Radio Station WebmasterRadio.FM Booth 135 www.webmasterradio.fm WebmasterRadio.FM: the destination for education and entertainment. WebmasterRadio.FM is a free, Internet-based radio network focused on the B2B e-commerce marketplace. We offer 100% 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 is 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 official radio network for many of the world’s most prestigious conferences. WebmasterRadio.FM is free to the listening audience based soley 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 interactive advertising campaign, please contact Brandy@WebmasterRadio.FM. SearchEngineStrategies.com ß SES Target Marketing Group Booth 2004 www.targetmarketing.com Target Marketing is the authoritative source direct marketers turn to for hands-on, how-to information that is kept and referred to for months. Target Marketing covers all direct response media, including direct mail, e-mail, telemarketing, space advertising, the web and direct response TV, and gives readers insight into such subjects as using databases and lists effectively, acquiring new customers, upselling and cross-selling existing customers, fulfillment strategies and more. Target Marketing is part of the Target Marketing Group of publications, published monthly by Philadelphia-based North American Publishing Company (NAPCO), which also publishes Catalog Success, FundRaising Success, Publishing Executive and Book Business magazines, as well as the newsletter “Inside Direct Mail.” Web Host Industry Review www.thewhir.com Web Host Industry Review magazine draws on the credibility and authority established serving as the web hosting industry’s publication of record for the last five years. Web Host Industry Review magazine 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. Search Marketing Standard Booth 2006 www.SearchMarketingStandard.com Search Marketing Standard is the first and only print magazine that search marketers can call their own. The ever-growing demand for search marketing services and information has led to a need for a specialized publication dedicated to making this knowledge easily accessible. Search Marketing Standard covers pay-per-click advertising, search engine optimization, web analytics, click fraud, local and contextual search, and other search-related topics. Each quarterly issue features articles and advice from leading experts in the field, interviews with the who’s-who of the industry, reviews of 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 find the information you need in our magazine. Stop by booth #2006 to receive a free 1-year subscription. 18 SES ß Vol. 2, Issue 2 | {NEW YORK, MARCH 2008} WebProNews www.webpronews.com WebProNews is the No. 1 source for e-business and search sews. 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. TopRank Online Marketing Blog www.toprankresults.com Ranked in the top 1% of blogs by Technorati, TopRank Online Marketing Blog is a leading resource for Internet marketing resources, news, interviews, and how-to articles about natural search optimization, paid search marketing, social media, and 19 Sponsors & Exhibitors Exhibitors @ Web Site Publicity Booth 143 www.websitepublicity.com @ Web Site Publicity provides leading-edge SEO, PPC, and product feed services to great American brands such as Yankee Candle Company, Green Mountain Coffee Roasters, The Orvis Company, EF Tours and Crane Stationery. An early innovator in search engine optimization, @ Web Site Publicity excels in taking over mature PPC campaigns to maximize results, as well as expanding marketing opportunities for niche companies. Stop by our SES booth to meet some of our search strategists, swap SEM stories, or ask questions. We’ll tell you exactly how our proprietary technology and data analysis can help you meet your search marketing objectives. 7Search.com Booth 1106 www.7search.com 7Search 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 traffic in the industry across all business verticals. Partnerships with hundreds of niche web properties, search engines, and portals in English-speaking countries 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. For more advertising information, visit www. payperranking.com. For more information on partnerships, visit www.pay-per-search.com. iPod Giveaway at our booth! York’s landmark Empire State Building. Consistently rated as a top 10 search engine agency by Advertising Age, the firm 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 optimization 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, Accenture, Wharton School of Business, Sirius, WebMD, and Humana. Chief Executive Anton E. Konikoff will be speaking at SES New York. 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. cally generate infringement claims. AdGooroo provides the insight and information needed to generate the highest possible return on your search marketing investment. adMarketplace Booth 1417 www.admarketplace.com The adMarketplace Exchange has delivered performance and volume for over 100,000 Pay Per Click advertisers since 2003. adMarketplace is the leading one-stop shop for online marketers to drive performance-optimized PPC traffic from approximately 250 million searches every day. Visit www. admarketplace.com for more information. Advertising.com Booth 1012 www.advertising.com OutSearch, an Advertising.com solution, brings you a full suite of search engine marketing solutions backed by a staff of search experts and the most advanced bid management technologies available in the marketplace today. From paid placement to SEO to post-search behavioral targeting, OutSearch helps you make the most of every search dollar. Plus, you can extend the reach and impact of your search engine marketing campaigns, thanks to the extensive behavioral, display and video advertising solutions offered by Advertising.com. 1-800-FREE411 Booth 110 www.free411.com Jingle Networks, operator of the nation’s leading ad-supported free 411 and voice search service 1-800-FREE411, has significantly changed the directory assistance market by giving consumers an anytime, anywhere source of free information on the phone. With nearly 225 million annual calls, 1-800FREE411 saves consumers up to $3 per call. Jingle’s ad-supported model offers highly targeted and timely promotional opportunities for advertising partners looking to reach a large but specific customer base who are ready-to-buy – giving consumers information they can use with phone listings and partner messages while offering advertisers a response rate at least two times higher than other direct response media. For more information, please visit www.free411.com. ABCSearch.com Booth 1400 www.abcsearch.com 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 $.05 per click. Our geo-targeting capability and optimization tools enable us to drive quality traffic 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. Sponsors & Exhibitors Adapt Technologies, Inc. Booth 109 www.adapt.com Adapt offers the powerful pay-per-click (PPC) management software tool, Adapt SEM, to help both marketers and agencies manage and improve PPC campaigns more effectively. Adapt SEM is an economical suite of web-based applications for PPC management, offering features such as automated analysis, bid management, and ad optimization. Adapt SEM is available online for a low, flat monthly fee starting at only $199/month with no long-term commitments. Visit our SES booth for a live demonstration, or go to www.adapt.com to get more information or register for a free demo Webinar. Apogee Search Booth 2121 www.Apogee-Search.com Since its inception in 2001, Apogee Search has rapidly grown to become one of the 20 largest search engine marketing firms in the world. Founded by early Internet pioneers and McKinsey & Co. alumni, Apogee focuses on a variety of proven online marketing methods that include paid search, natural search, and other ROI-driven online marketing channels. All of Apogee Search’s solutions are designed to drive qualified, targeted visitors to B2B and B2C websites for more leads, customers, revenues, and profits. 24/7 Real Media Booth 106 www.247realmedia.com 24/7 Real Media, Inc. is a leading global digital marketing company, empowering advertisers and publishers to engage their target audiences with greater precision, transparency, and ROI. Using its award winning ad serving, targeting, tracking, and analytics platform, powerful search marketing capabilities and global network of specialized Web sites, the company has turned the art of reaching audiences across virtually any digital medium into a measurable science. The company is headquartered in New York, with 20 offices in 12 countries throughout North America, Europe and Asia Pacific. For more information, please visit www.247realmedia.com. 24/7 Real Media: The Science of Digital Marketing. Acquisio Booth 156 www.acquisio.com Acquisio Search is a tool designed for advertising agencies that manage pay-per-click accounts for their clients. It allows campaign managers to launch, manage, and optimize all of their client’s campaigns from a single interface, without the need to log in to Google Adwords, Yahoo Search Marketing, or MSN AdCenter. Additionally, it provides integrated reporting and client collaboration tools to help you save even more time. AdGooroo, LLC Booth 2102 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, natural and paid search 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 automati- Ask.com Booth 2106 www.ask.com Ask.com Inc. delivers world-class information retrieval products through a diverse portfolio of websites, portals, and downloadable applications. Founded in 1996, Ask.com became a wholly-owned business of IAC/InterActiveCorp in July 2005. Its headquarters are located in Oakland, Calif., with offices throughout the United States, Europe, and Asia. Ask Sponsored Listings (ASL), IAC Advertising Solution’s automated open-auction system, allows SEM specialists, advertisers, and agencies to expand their search marketing SearchEngineStrategies.com ß SES Acronym Media Booth 134 www.acronym.com Acronym Media, an independent, global search marketing and keyword-driven marketing agency, is headquartered in New 20 SES ß Vol. 2, Issue 2 | {NEW YORK, MARCH 2008} 21 Sponsors & Exhibitors programs by delivering high-quality, relevant traffic at costs that improve ROI. ASL makes it easy to purchase, manage and optimize profitable campaigns across its growing network of 90+ syndication partners. http://sponsoredlistings.ask.com/ Best Of The Web Booth 148 www.botw.org Best of the Web — the Internet’s oldest directory. Founded in 1994 at the University of Buffalo, Best of the Web has been a pioneer in recognizing the best sites online. From the initial concept of web awards, BOTW has transformed into a premier directory that showcases the web’s top sites. Exposure in the BOTW directory can bring direct traffic and ensures that crawler-based search engines will find your site. A listing in a relevant category can help improve your website rankings in organic search engine results. Best of the Web offers a variety of opportunities to help market your website, including a 60-day advertising trial (absolutely free!), Directory Submit Service (guaranteed site review in three days), and the Reseller Program (25% recurring commissions). Best of the Web is also pleased to introduce its newest offerings: the BOTW Blog Directory, Enterprise Software Directory, and the BOTW Senior Housing Directory. 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 accuracy 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. Blogsvertise Booth 1415 www.blogsvertise.com Blogsvertise is an exciting new way for advertisers to begin advertising on blogs and reach the blogging community. Benefits for Internet advertisers are enormous. By buying blog ads, advertisers generate buzz, build publicity, build links, and build positive word-of-mouth marketing effects. With the blogsvertise system, advertisers are in full control of the advertising process, deciding which blogs they wish to advertise on before starting their ad campaign. Bloggers also benefit through the blogsvertise ad network by registering their blog in the system and earning extra income and revenue by placing links, banners, and site review/editorial blog entries in their blogs. Don’t just advertise, Blogsvertise! the intersection of search, marketing & commerce SES Magazine Sponsors & Exhibitors .Searc www .com tegies ineStra cember 2007 hEng De YOU bigmouthmedia Booth 1228 www.bigmouthmedia.com Founded in 1997, bigmouthmedia are leaders in digital marketing, with a team of over 200 staff across 13 offices in 10 countries on three continents, the company maximizes return and exposure for major brands online through a variety of fully integrated digital marketing channels. Bigmouthmedia services big-brand customers globally, including Adidas, Hilton Hotel Corporation, British Airways, Tesco, and Wall Street Institute. We position, track, and protect brands, products, and reputation for our clients big and small, excelling in achieving marketplace dominance and incredible ROI via search marketing and complementary services. Our clients love us because of our well-planned and executed campaigns, ROI that’s through the roof, and marketplace dominance, plus our excellent service and transparency throughout. www. bigmouthmedia.com – Europe’s leading full search marketing company. Brafton TailoredNews Booth 152 www.brafton.com Brafton TailoredNews is the news agency specializing in providing tailored news feeds for websites. Newsroom journalists write news feed articles to an editorial brief and keyword strategy that is controlled by you. All articles are unique, search-engine friendly and archived on your website. What are the key benefits? Keep your website fresh and updated with breaking news; increase organic listings with search engine-optimized articles; inspire confidence and portray your brand as a leading sector voice; drive revenue by directing traffic to revenue pages from articles; and increase dwell time and repeat visits with archived and related articles. SE ago S Chic 007 Confe rence U RG IDE TO NEW! The premiere issue of SES Magazine was a big hit at SES Chicago in December 2007. Be sure to advertise in upcoming 2008 issues! Here’s why: » GREAT CONTENT The entire industry relies on SES and The ClickZ Network for the most up-to-date news in search and interactive marketing. Now we’ve brought that online expertise to a print magazine. » WIDE REACH Spread the word about your company or product to thousands of attendees at SES London, New York, Toronto, San Jose, or Chicago. » IN THEIR HANDS SES Magazine will be distributed at our five flagship events, for free, to all conference delegates, so they can best navigate the conference, read about online trends, meet sponsors, and more. 8-12 3-7, 2 Dec. o Hilton g Chica da Agen 4-6 Plan Floor sors Spon 14-26 S PLU d all Fin ou Sh 32-38 and Y Godin earch Seth 84-85 rsal S with Unive Q&A ELP .com’s atch IN H KEV archEngineW ion Panels. Or and Se Monday’s 40 » Ryan st Kevin page will ho g SES’ isler. They ore on ducin M He Intro Kevin US PR EM IER E IS SU E! Business.com Booth 153 www.business.com Business.com, a wholly owned subsidiary of R.H. Donnelley Corporation (NYSE: RHD), is the leading business search engine, directory, and pay-per-click advertising network. The Business.com site helps business decision makers quickly find whatever they need to manage and grow their businesses, and the Business.com network — including premier partners The Wall Street Journal Online, BusinessWeek, Hoovers, Financial Times, Internet.com, and more — enables B2B advertisers to reach qualified buyers wherever they are online. The company also operates Work.com, a B2B community publishing platform featuring more than 2,400 business how-to guides Back Cover Inside Front Cover Inside Back Cover Full-page Half-page Quarter-page Four (4) sky ads (non-consecutive) Four (4) sky ads (consecutive) 8.125” x 10.8125” 8.125” x 10.8125” 8.125” x 10.8125” 8.125” x 10.8125” 8.125” x 5.4” 3.5” x 5” 2” x 10.8125” 2” x 10.8125” SearchEngineStrategies.com ß SES blinkx Booth 1506 www.blinkx.com blinkx plc (LSE AIM: BLNX) is the world’s most comprehensive video search engine. Today, blinkx has indexed more than 18 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 significant challenge: As TV and 22 SES ß Vol. 2, Issue 2 | {NEW YORK, MARCH 2008} For more information and rates, please contact sales at sales@SearchEngineStrategies.com or (203) 295-0052 23 contributed by business experts. Business.com was named to the 2006 Inc. 500 and 2007 BtoB “Media Power 50,” Los Angeles Business Journal list of “Best Places to Work,” and Deloitte Technology “Fast 500.” Click Forensics, Inc. Booth 107 www.clickforensics.com Click Forensics is the leading provider of pay-per-click (PPC) traffic quality management solutions for online advertisers and publishers. We use our patent-pending technology and solutions to eliminate the growing problem of “click fraud” and poor traffic quality. The Click Forensics solutions for online publishers and advertisers help the search marketing industry to better identify and prevent unwanted click activity. Stop by our booth and join the 4,000 advertisers, agencies, publishers, and search provider members of the Click Fraud Network to help conquer click fraud once and for all. ful marketing strategies and tactics that deliver superior ROI. comScore services are used by more than 700 clients, including global leaders such as AOL, Microsoft, Yahoo, BBC, Carat, Best Buy, The Newspaper Association of America, ESPN, Fox Sports, Nestlé, Starcom, Universal McCann, the United States Postal Service, Verizon, Merck, and Expedia. Internet Marketing Services Our Internet marketing services 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-¿ts-all service programs -- every client is reviewed to achieve the best Internet marketing solution. Correlation Concepts Booth 2112 www.correlationconcepts.com Beyond Search: What is the next big thing in search? Another tweak of an algorithm? The next big thing in search is to go beyond search - to discovery. Automating current burdens borne by humans, the Correlation Search Engine opens up this new approach to addressing information. We introduce the N-Dimensional Query. Go beyond what we already know and just need to confirm — to what we need to discover, if only we knew it was there. Check out the CSE at booth 2112. New worlds of information and knowledge discovery are here now. Search Engine Optimization Services Our SEO offerings are comprehensive and are a speci¿c expertise of our company. Having been in the Search Engine Optimization business over twelve years, we have a very strong reputation and capability in the SEO industry. Pay Per Click (PPC) Services While organic Search Engine Optimization generates traf¿c, it is not the only service that can do so. Our PPC management services are designed for those with an immediate need for traf¿c, 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. Compete Booth 102 www.competeinc.com Compete helps the world’s top brands improve their marketing based on the online behavior of millions of consumers. Leading marketers such as Carlson Hotels Worldwide, Hyundai Motor America, Upromise, Chrysler, and Verizon Wireless rely on Compete’s services to create effective online experiences and highly profitable advertising campaigns. Compete’s online behavior database — the largest in the industry — makes the web as engrained in marketing as it is in people’s lives. Compete was founded in 2000 and is located in Boston, MA, with offices throughout the U.S. Compete ranked number 164 on Deloitte’s 2007 Technology Fast 500 and ranked 19 on the New England Technology Fast 50. Compete also ranked number 824 on the first-ever Inc. 5,000 list of the fastest-growing private companies in the country. For free competitive site metrics, Compete’s award-winning blog and Search Analytics visit www.compete.com. Didit Booth 1304 www.didit.com Didit, a 2007 Inc. 500/Deloitte Fast 50/Fast 500 company, is a full-service online advertising and marketing services firm and major player in search engine marketing. With awardwinning expertise in auctioned media management and targeted online advertising, Didit has been leading the evolution of online marketing with its blend of technology, intelligence, and passion since 1996. Through its multi-disciplinary methodology, Didit combines top-tier SEM strategy, highly sophisticated analytics and modeling, and best-of-breed technology to produce unmatched SEM results for clients across all major verticals. Didit was co-founded by industry thought leader, SEMPO founding board member, author and Didit Executive Chairman Kevin Lee. Learn how we can put our expert account management, real-time proprietary technology, world-class client services and vast client experience to work for you. Find us online at www.didit.com, call for more information at (800) 932-7761, and come see us at SES New York booth 1304. Sponsors & Exhibitors Web Analytics Services Web Analytics is critical to your traf¿c programs -- you need to know what converts! We offer a range of services and tools to help you understand the traf¿c sources, what converts, what doesn’t, and how to take action. We consider these the perfect companion to all our Internet marketing traf¿c generation programs. Sales and Support Agency :// http 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. comScore, Inc. Booth 115 www.comscore.com comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world. This capability is based on a massive, global cross-section of more than 2 million consumers who have given comScore permission to confidentially capture their browsing and transaction behavior, including online and offline purchasing. comScore panelists also participate in survey research that captures and integrates their attitudes and intentions. Through its proprietary technology, comScore measures what matters across a broad spectrum of behavior and attitudes. comScore analysts apply this deep knowledge of customers and competitors to help clients design power24 SES ß Vol. 2, Issue 2 | {NEW YORK, MARCH 2008} 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 traf¿c most likely to convert. DoubleClick Booth 130 www.doubleclick.com DoubleClick is a provider of digital marketing technology and services. The world’s top marketers, publishers, and agencies utilize DoubleClick’s expertise in ad serving, rich media, video, search, and affiliate marketing to help them make the most of the digital medium. From its position at the nerve center of digital marketing, DoubleClick provides superior insights and insider knowledge to its customers. Headquartered in New York, and with 17 offices and development hubs and 15 data centers SEOToolSet™ Training Learn how to improve your rankings across all of the major search engines and increase the quali¿ed traf¿c 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™. Serving Clients Worldwide since 1996 SearchEngineStrategies.com ß SES 25 VISIT US IN BOOTH #1217 MN N N MM N M MN Dozier Internet Law, P.C. Booth 1514 — GREGG STEWART, SVP, TMP DIRECTIONAL MARKETING worldwide, the company employs more than 1,200 people and delivers billions of digital communications every day. Sponsors & Exhibitors Booth 127 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. Efficient Frontier Booth 157 www.efrontier.com Efficient Frontier is the market and technology leader in search marketing solutions for global advertisers. The company provides the most powerful, most effective search engine marketing algorithms available to ensure that clients with large-scale, complex search marketing campaigns are able to achieve the highest possible ROI. The largest advertisers in the most competitive markets use Efficient Frontier to achieve unprecedented levels of search marketing efficiencies, scalability, and risk reduction. Today, Efficient Frontier is the largest independent search engine marketing solutions provider in the world, managing more than £194 million in annual paid search spend. Current U.K. clients include The Motley Fool, Marks and Spencer, Match.com, Ask.com, and Travelzoo. The company is headquartered in Mountain View, Calif., with offices in New York, the U.K., France, and India. ePrize Booth 1500 www.eprize.com As the worldwide leader of interactive promotions, ePrize creates one-to-one relationships between advertisers and their individual customers. With a focus on motivating specific consumer behavior, campaigns range from online sweepstakes to global points-based loyalty programs. Since 1999, ePrize has successfully launched more than 4,000 promotions for 74 of the top 100 brands (as ranked by Advertising Age), including Coca-Cola, American Express, Dell, General Motors, The Gap, Yahoo, Southwest Airlines, P&G, Disney, and Subway. ePrize has earned numerous awards, including the No. 6 ranking among the PROMO 100. ePrize’s more than 350 professionals are dedicated to delivering extraordinary service, along with immediate and measurable results. Headquartered in Detroit, the company also has offices in New York, Chicago, Los Angeles, Dallas, and London. GenieKnows.com Booth 1221 www.genieknows.com GenieKnows.com’s mission is to provide a rewarding search experience that delivers users focused and useful information, while supplying advertisers with a gainful medium in which to drive targeted traffic to their websites. GenieKnows.com narrows the field of organic search results by developing nichespecific portals tailored for distinct searching communities, and also empowers a broad distribution network for advertisers by conveying meaningful, revenue-generating search results. As the world enters a dynamic new era in Internet technology and online marketing, GenieKnows.com’s industry-leading search technology continues to provide innovative products and solutions to meet the ever-changing needs of the IT industry. Hot Banana Software Inc. Booth 1502 www.hotbanana.com Hot Banana (www.hotbanana.com) is an award-winning web content management system that helps marketers build and manage SEO-friendly websites that can be automated and optimized for maximum lead generation and conversion performance. Hot Banana’s web CMS is available as Software as a Service (SaaS), or as an on-site, licensed ColdFusion CMS solution, built with everything an eMarketer needs, including website optimization and marketing automation tools. Hot Banana powers websites for more than 200 clients worldwide in more than 20 languages. Headquartered in Barrie, Ontario, Canada, with a U.S. office in Menlo Park, Calif., Hot Banana is a subsidiary of J.L. Halsey Corporation (OTCBB:JLHY), a leading provider of technology solutions for mid-size marketSearchEngineStrategies.com ß SES Elixir Systems Booth 2225 www.elixirsystems.com Elixir Systems provides world-class search engine optimization to business organizations. They are a dynamic company providing an SEO service that is built on sound business practice, integrity, process, and quality. Elixir Systems has some of the most experienced technical staff in the industry and are 26 SES ß Vol. 2, Issue 2 | {NEW YORK, MARCH 2008} Etology Booth 2229 www.etology.com Etology is the fastest growing international advertising exchange. Within the self-service marketplace, over 17,000 of Google Booth 1007 www.google.com Google’s innovative search technologies connect millions of people around the world with information every day. Founded 27 Sponsors & Exhibitors www.cybertriallawyer.com Dozier Internet Law, P.C. is an AV-rated law firm specializing in protecting the reputations and intellectual property of businesses on the web. The firm has offices in Virginia, Beverly Hills, San Francisco/Silicon Valley, and Manhattan. The firm’s founder, John W. Dozier Jr. is listed in the “Bar Register of Pre-Eminent Lawyers” for 2008, as a “Super Lawyer” in Internet Law for 2008, and as a “Legal Elite” in intellectual property for 2008, all peer selection recognitions. The firm specializes in litigation and risk management relating to Internet copyright and trademark infringement, defamation, and hacking nationwide. Please visit us at www.cybertriallawyer. com to learn more. specialists at SEO for B2B, large complex sites and e-commerce stores. They work closely with their clients, developing customized programs, and guiding them to increase their business. Their customer service program ensures that clients are fully involved throughout the lifetime of the project. Elixir Systems also engage in strategic partnerships with agencies requiring process-driven, professional SEO services. the Internet’s largest websites have elected Etology to power their online advertising. As a result, the network delivers over 1.5 billion daily ad impressions. Participating sites range in content from social networks to horoscope websites. Advertisers are able to tap into the network’s immense array of users by utilizing Etology’s advanced targeting tools. Marketers can target their ads based on geographic location, user demographics, or content relevance. The end effect is a successful online marketing campaign that exceeds ROI goals. in 1998 by Stanford Ph.D. students Larry Page and Sergey Brin, Google today is a top web property in all major global markets. Google’s targeted advertising program, which is the largest and fastest growing in the industry, provides businesses of all sizes with measurable results, while enhancing the overall web experience for users. Google is headquartered in Silicon Valley with offices throughout North America, Europe, and Asia. For more information, visit www.google.com. eZanga Booth 1508 www.ezanga.com eZanga.com is an online advertising and services company. Our members enjoy feature rich search along with the chance to win cash and prizes monthly. Our advertisers enjoy benefits such as personalized account management, expansive tool sets, and advanced fraud prevention. Our Traffic Advisors system is a real-time, proactive fraud prevention solution. With eZanga.com, you just Hop on and Go™! hakia Booth 2200 www.hakia.com hakia has developed the web’s new meaning-based search engine, utilizing a radically new infrastructure designed to deliver the most relevant search results. Founded in 2004, the company is privately held and based in New York City. Engine Ready Booth 2120 www.engineready.com Engine Ready, Inc. is a recognized leader in providing online marketing services and software, helping organizations achieve unparalleled success on their web initiatives. Managing paid search accounts in excess of 17 million keywords, and just over $9.1 million in annual media spend, Engine Ready was the first organization to combine the power of website analytics with search marketing. To learn more about how you can improve your online marketing results, visit us at www.EngineReady.com, e-mail sales@engineready.com, or call us at (888) 283-0882. Hitwise Booth 138 www.hitwise.com Hitwise is the leading online competitive intelligence service. Only Hitwise provides its 1,400 clients around the world with daily insights on how their customers interact with a broad range of competitive websites, and how their competitors use different tactics to attract online customers. Since 1997, Hitwise has pioneered a unique, network-based approach to Internet measurement. Through relationships with ISPs around the world, Hitwise’s patented methodology anonymously captures the online usage, search, and conversion behavior of 25 million Internet users. This unprecedented volume of Internet usage data is seamlessly integrated into an easy-to-use, web-based service, designed to help marketers better plan, implement and report on a range of online marketing programs. Hitwise, a subsidiary of Experian (FTS: EXPN), www. experiangroup.com, operates in the U.S., U.K., Australia, New Zealand, Hong Kong, and Singapore. Findology Interactive Media ers. Halsey is also the parent company of Lyris Technologies, EmailLabs and ClickTracks. Idearc Search Marketing Booth 101 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, and shopping engine feed optimization and management, as well as fullstream PPC analytics and reporting. iClimber Booth 126 www.iclimber.com iClimber offers premium search engine marketing (SEM) services that go above and beyond what most online marketing companies provide. With over 10 years of search engine marketing and SEO experience, they bring the power of a well-developed knowledge base and the benefits of experienced management to each and every project. iClimber services are designed to cater to mid-sized to large companies that are looking for the benefits of having an in-house SEM team, without the challenges of the in-house team and staff management. iClimber services consist of natural and ethical search engine optimization, link building, content writing, pay-perclick advertising management, and press release services. ideaLaunch Booth 169 www.idealaunch.com Higher conversions. Higher sales. Higher profits. Higher ROI. ideaLaunch can take you higher. We’re doing it now for dozens of clients, offering marketing solutions for the new search marketing universe. And our solutions are continuously improved by multivariate testing which allows us to test the content and design we create and show you instant results. Whether it’s for your website, your feeds, your email campaigns, whatever, we’ll create and test different combinations of copy, visuals, offers - the possibilities are endless. And the result is continuous improvement. It’s a unique approach that’s uniquely successful. Stop by our booth, and learn more. iContact Booth 132 www.icontact.com iContact is the leading e-mail marketing and online communications platform. More than 15,000 businesses, non-profit organizations and associations worldwide use iContact to easily create, publish, and track their e-mail newsletters, blogs, surveys, autoresponders, and RSS feeds, including market leaders like AT&T, Vonage, International Paper, Re/Max, Centex Homes, and Symantec. iContact allows for publishing to multiple channels through a single web-based interface. Publishers can post content through e-mail newsletters, RSS feeds, blogs, and the iContact community. Visitors to the iContact website can interact with publishers’ content within an engaging community, allowing publishers to build relationships and increase the number of people they communicate with. Sponsors & Exhibitors IndexTools Booth 1406 www.indextools.com IndexTools offers a highly customizable and scalable analytics platform for companies’ online marketing activity in each phase of the customer lifecycle. With IndexTools’ web analytics and bid management, businesses gain accurate, insightful, and timely intelligence about the effectiveness of their online marketing. IndexTools’ services have boosted the online performance of more than 3,500 clients worldwide, including Tesco, Vodafone, PriceRunner, and John Deere. IndexTools serves its worldwide client base directly and through a network of more than 200 local partners in over 25 countries around the globe. IndexTools was founded in 2000, and operates from three offices: IndexTools Americas (New York, U.S.); IndexTools EMEA, Asia Pacific (Budapest, Hungary); and IndexTools Germany, Austria, and Switzerland (Frankfurt, Germany). iCrossing Booth 167 www.icrossing.com iCrossing is a global digital marketing company that combines talent and technology to help world-class brands find and connect with their customers. The company blends best-in-class digital marketing services — including paid and natural search marketing, web development, social media, research and analytics — to create integrated digital marketing programs that engage consumers and drive ROI. iCrossing clients include more than 40 Fortune 500 companies and such recognized brands as The Coca-Cola Company, Office Depot, Toyota and Travelocity. Headquartered in Scottsdale, Ariz., the company has 550 employees in 13 offices in the U.S. and Europe. Indigio Booth 113 www.indigio.com Indigio is a full-service interactive agency offering a variety of marketing and technological solutions designed to help companies maximize online opportunities. Through the implementation of these solutions, Indigio’s clients are able to SearchEngineStrategies.com ß SES 28 SES ß Vol. 2, Issue 2 | {NEW YORK, MARCH 2008} 29 optimize their website traffic, user experience and ultimately website conversion. As a progressive agency, we believe that less is more and simplicity is key. And our usability studies validate that your customers agree with this approach. Through our extensive search, design and development-based solutions, we strive to bring your website into balance while optimizing your customer’s overall user experience. Through this approach, we work closely with our clients to provide an online channel that also reflects their overall marketing message, which when translated successfully to your website, ultimately creates a satisfied and repeat customer base. Indigio proudly works with companies such as MediaNews Group Interactive, The Denver Newspaper Agency, Allied Van Lines, Avis Rent a Car, Budget Rent a Car, and PODS. Intermark Media/Copeac Booth 1116 www.intermarkmedia.com A trailblazer in lead generation and marketing, Intermark Media, founded in 1999, represents some of the most recognized brands, financial institutions, debt agencies, and mortgage lenders in the country. Our incomparable monthly reach of millions of consumers enables us to provide our clients with consistent, quantitative-results-driven qualified leads at an affordable rate. Our affiliate network COPEAC and proprietary networks keep our unique users ahead of the curve with millions of high-performance impressions. Intermark Media offers a customized approach to increase business’ customer base and brand awareness while delivering performancebased marketing solutions that keep businesses ahead of the competition. tomer experiences. The offering empowers marketers to create segments and publish targeted content — and analyze and act on the results in real-time — in order to differentiate their brands and accelerate customer conversions and transactions. ion interactive Booth 1016 www.ioninteractive.com ion interactive provides post-click marketing solutions that multiply our clients’ online marketing ROI. We segment, qualify, and convert our clients’ search, e-mail and online advertising traffic. Our combination of best practices and optimizing technology delivers conversions at over four times the industry average. based application. Leading marketers have come to rely on this intelligence to better manage e-mail in their multi-channel marketing mix. Listrak helps companies, agencies, and associations better manage customer relations. Its web-enabled interface helps marketers engage their customers using an advanced profiling and personalization engine. Listrak’s world-class support and professional services assist clients with enterprise integration. Clients include L’Oreal, Motorola, and the Pennsylvania Department of Health. LivePerson, Inc. Booth 1301 www.liveperson.com Increase your conversion rates, improve customer satisfaction, and lower service costs! More than 5,000 small- and mid-size business (SMB) customers use LivePerson’s award-winning live chat and contact center solutions to increase online sales, improve customer service, and manage interactions across all channels: chat, voice, e-mail, and self-service/knowledgebase. Ingenio Inc. Booth 2021 www.ingenio.com In 2004, Ingenio pioneered the industry’s first Pay Per Call advertising system, allowing any businesses to capitalize on the popularity of Internet search and drive targeted, inbound phone leads. With Ingenio, advertisers can quickly create listings, set their own prices and reach millions of ready-to-buy customers via the Ingenio Advertising Network, anchored by AOL. As a strategic partner or publisher, you can create new revenue opportunities by enriching your site with Ingenio text ads, or offering Ingenio Pay Per Call to your own advertisers. Find out how at www.ingenio.com/corporate. KeywordMax Booth 1416 www.keywordmax.com Since 1994, Direct Response Technologies has been a leading provider of technology solutions to the online direct marketing industry. Our tools enable clients to track, manage, and implement direct marketing strategies through affiliate marketing, search engine pay-per-click (PPC) bid management, ad serving, and e-mail delivery. Our solutions are privately branded so you can convey a seamless brand message to your clients as well as provide merchants, advertising agencies, and advertising networks with real-time tracking, reporting, and ROI statistics. Our services are designed to both jump-start your business to begin generating revenue rapidly, and grow your business through consultation and support. Interwoven Booth 1227 www.interwoven.com Interwoven is a global leader in content management solutions. Interwoven’s software and services enable organizations to effectively leverage content to drive business growth by improving the customer experience, increasing collaboration, and streamlining business processes. Interwoven’s segmentation and analytics solution empowers organizations to optimize their online presence by providing a powerful platform for delivering dynamic, contextual, and targeted online cus- Local.com www.local.com Local.com (NASDAQ: LOCM) is a top U.S. website attracting approximately 10 million visitors each month who seek information on local businesses, products, and services. Local. com operates the largest local search syndication network, publishing business information on over 400 regional media sites. Powered by the company’s Keyword DNA technologies and patented local web indexing, Local.com provides users with targeted, relevant local search results, including user reviews, maps, driving directions, and more. Sponsors & Exhibitors LifeTips.com, Inc. Booth 169 http://jobs.SearchEngineWatch.com — Post today! — The most trusted name in interactive news and commentary announces a NEW JOB BOARD designed specifically for employers and job seekers in the interactive marketing field. Post Your Resume • View Openings • Get Personal Job Alerts • Post an Opening • Manage Your Online Recruiting Efforts www.lifetips.com LifeTips has been a trusted source of tips, articles, and newsletters since 1997. Now with over 3 million unique visitors a month, LifeTips not only serves the information needs of our visitors, but also refers those visitors directly to the websites of our sponsors. Each LifeTips sponsor has exclusive rights to a particular industry niche in our network. We create hundreds of optimized tips and articles for each sponsor with our talented writers. And we deliver referral traffic to our sponsors’ websites that improves their own organic listing positions as a result of our direct linking methods. Localeze Booth 162 www.localeze.com Localeze lets merchants, marketers and local directories cash in on the exploding local search market. Our repository brings together 16 million verified, 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, certifications, and more. For more information on Localeze, please contact Brian Wool at (312) 924-3015 or brianwool@amacai.com. Listrak Booth 1303 www.listrak.com Listrak, is a leading provider of hosted e-mail marketing software, allowing permission-based marketers to manage, send, track, and grow their e-mail marketing investment. We deliver e-mail marketing intelligence through our intuitive web- Location3 Media, Inc. Booth 120 www.location3.com Location3 Media, Inc. is a technology-driven direct marketing company that delivers Internet marketing solutions for busiSearchEngineStrategies.com ß SES 30 SES ß Vol. 2, Issue 2 | {NEW YORK, MARCH 2008} 31 Sponsors & Exhibitors Booth 119 nesses targeting consumers on local to global scales. Founded in 1999, Location3 Media, Inc. is now parent to other specialized companies: SearchAdNetwork, a recognized search engine marketing authority with years of experience in payper-click management and search engine optimization; Local Search Traffic, a local search marketing solution focused on business profile syndication and local pay per click management; and Hispanic Targeting, a full-service search marketing solution dedicated to targeting the Hispanic population through each of the leading search engines and their Spanishlanguage counterparts. MarketHealth.com Booth 1230 www.markethealth.com Established in 1998 and formerly known as Joebucks.com, Market Health is now one of the world’s largest integrated online marketing companies in the health and beauty industry. The MarketHealth.com affiliate program allows you to market and promote the world’s leading health and beauty offers on the net. We offer the highest paying affiliate program and the most advance tracking software in our industry. MediaWhiz Booth 164 www.mediawhiz.com MediaWhiz provides results-driven marketing solutions for advertisers and publishers. Our full service offering consists of search marketing, lead generation, affiliate marketing, display advertising and e-mail marketing services. MediaWhiz Search Marketing includes two top-performing offerings: Text Link Ads and MediaWhiz Search. Text Link Ads offers three cutting-edge tools to reach online audience audiences: static text link ads, paid blog reviews, and RSS advertising. MediaWhiz Search goes beyond industry standard search techniques to exceed its clients’ ROI goals. MediaWhiz is changing the meaning of marketing performance by enabling advertisers to efficiently increase the scope of their interactive marketing initiatives, while paying for results. house staff, as needed. mobileStorm has delivered more than 2 billion digital messages on behalf of thousands of customers including American Idol, Carl’s Jr., MGM Grand, Interscope/ Geffen/A&M, and Quantas Airways. Find out what makes Stun the most valuable online marketing platform available today. Moniker.com Booth 1229 www.moniker.com Moniker is the first and only provider of Domain Asset Management, a complete set of business services that provide companies a single-point-of-access to help manage and maximize the value of their domains. These services include name creation, registration, acquisition, portfolio management, appraisal and escrow services, traffic monetization and after-market sales — all backed by unsurpassed customer service and security. With more than a decade of experience, Moniker is a top 10 domain registrar, holds the industry’s highest customer retention rate, and pioneered the industry’s first domain appraisal formula. It is considered the industry’s premier marketplace to buy and sell domain names. LookSmart Booth 1000 www.looksmart.com LookSmart is an online advertising and technology company that provides performance solutions for online advertisers and publishers. LookSmart offers advertisers targeted, pay-perclick (PPC) search advertising, contextual search advertising, and display banner advertising via its advertiser networks; and an ad center platform for customizable private-label advertiser solutions for online publishers. LookSmart is based in San Francisco. For more information, call 415-348-7500. Market Motive Booth 1510 www.marketmotive.com Market Motive has assembled the dream team of Internet marketing minds to teach you the definitive way to increase traffic and conversion through your web presence. Join our membership-only learning portal where you will have access to exclusive training videos, interviews and podcasts that teach you exactly how to improve your Internet marketing. We’ve partnered with the top minds in the industry to ensure all discussions and questions have accurate, authoritative answers. Hire us. Trained by the leaders in web analytics and Internet marketing, Market Motive staff are available to join your team and increase your site traffic and conversion. For more information, visit www.marketmotive.com or call toll-free 866-323-9444. Medio Booth 145 www.medio.com Search advertising goes mobile! The Medio MobileNow Ad Network reaches the largest aggregated mobile search audience as they search for content from their wireless operator and the mobile web. Pay-per-click efficiency means advertisers pay only for results. And publishers can use Medio’s search and advertising solutions to connect their users with mobile content via a simple search box, while enjoying a new search advertising revenue stream. Learn more at www.medio. com/ses or meet us at SES New York, booth 145. Sponsors & Exhibitors Lyris HQ powered by ClickTracks Booth 1504 www.lyris.com Lyris, Inc. offers marketers an integrated technology platform through its Lyris HQ product powered by EmailLabs, ClickTracks, BidHero, Hot Banana and EmailAdvisor. These tools provide a suite of applications for managing email marketing campaigns, publishing and managing Web site content, creating landing pages, optimizing Web sites and managing pay-per-click campaigns. MoreVisibility www.morevisibility.com MoreVisibility, founded in 1999, is a recognized leader in search engine marketing and optimization. Our areas of expertise encompass management of paid placement campaigns, paid inclusion, shopping feeds, local search and natural site optimization. Through partnerships and certifications with the major engines, including Yahoo, Google, and MSN, MoreVisibility works with each client to develop an effective campaign. We offer comprehensive advisory services to define strategy, improve conversions, and boost ROI. MoreVisibility has an impressive list of clients and would welcome an opportunity to learn about your goals and challenges. McAfee HACKER SAFE Booth 111 www.hackersafe.com McAfee protects what the world values—from personal photos and music to the confidential records of global enterprises. Our products are unique in how they work together to make security affordable and manageable. From the largest enterprise to the enterprise of one, McAfee helps the world manage IT risk. The threats are tougher, and the perpetrators are trickier. But as we have for nearly 20 years, McAfee delivers superior protection that is trusted by millions of people worldwide. MOBILE LIBRIS - Independent Bookseller Booth 2010 www.mobilelibris.com Independent bookseller for author events: www.mobilelibris.com Marin Software Booth 112 www.marinsoftware.com Founded in April 2006 by experienced search marketers and software experts, Marin Software provides an enterprise-class paid search management application for advertisers and agencies. Combining power and ease-of-use, Marin Search Marketer addresses the workflow, analysis and optimization needs of professional search marketers, saving time and improving financial performance. Designed by search professionals, Marin Search Marketer enables cross-publisher campaign management, built-in keyword generation and submission, flexible bid optimization, and interactive, business-level analytics. Marin deploys in a day, with no up-front fees and pay-as-you-go pricing. Marin offers a 30-day, full-featured free trial and is designed for those who are spending $50,000 and more monthly on paid search. For more information and to arrange a demo, please go to www.marinsoftware.com. 32 SES ß Vol. 2, Issue 2 | {NEW YORK, MARCH 2008} mobileStorm Inc. Booth 2031 www.mobilestorm.com mobileStorm powers your business with digital marketing solutions that reach people how they want to be reached — and makes you more money. Our customers love the Stun platform — advanced marketing technologies and many ways to reach their prospects with SMS, e-mail, fax, voice, RSS — even video messaging. In addition, choose support and services from our professional resources to augment your in- Mountain Media Booth 149 www.mountainmedia.com Mountain Media is a premium provider of search enginefriendly website architecture and highly customizable e-commerce products and services that allow serious online retailers to easily achieve natural search engine rankings and capture increased sales. Privately held and headquartered in Saratoga Springs, N.Y., the company’s proprietary e-commerce man- Media Traffic Agency Booth 117 www.mediatraffic.com Media Traffic is the most advanced CPV contextual advertising platform in the industry. Deliver highly-targeted full page pop-ups to our network of 10 million users world-wide. Compared to search engine marketing, Media Traffic delivers more visitors, greater visibility and a higher return on investment. Professional media buyers, affiliate marketers, and ad agencies use Media Traffic as an important source for contextual traffic. It’s easy, efficient, and effective Internet marketing. MN N N MM N M MN — BRYAN EISENBERG, CO-FOUNDER, FUTURE NOW INC. SearchEngineStrategies.com ß SES 33 Sponsors & Exhibitors agement platform, known as “Mountain Commerce,” serves e-tailers with a feature-rich, flexible solution and was recently named to Practical eCommerce magazine’s list of notable shopping cart solutions. In the hands of search engine marketing specialists, the platform provides for greater client return on investment, allowing the SEM professional to reduce the amount of code rewrite and focus on intelligent site optimization and content development. The Mountain Commerce suite enables online merchants to receive top search engine visibility, while providing powerful up-selling and cross-selling features, effective order management and fulfillment, pricing and promotions handling, payment processing and catalog management — all on a secure and reliable platform. The system is an all-in-one e-commerce solution, and includes individualized, template-free design development with each implementation. Additionally, the company offers a full compliment of commercial web services and custom application development. Visit www.mountainmedia.com or call 877-5830300 for more information. online, offline, and multi-channel business initiatives. Omniture’s software, which it hosts and delivers to its customers as an on-demand subscription service, enables customers to capture, store, and analyze information generated by their websites and other sources and to gain critical business insights into the performance and efficiency of marketing and sales initiatives and other business processes. In addition, Omniture offers a range of professional services that complement its online services, including implementation, best practices, consulting, customer support and user training through Omniture University. Omniture’s more than 2,200 customers include eBay, AOL, Wal-Mart, Gannett, Microsoft, Neiman Marcus, Oracle, Countrywide Financial, General Motors, Sony, and HP. Outrider Booth 1004 www.outrider.com A leading search marketing company founded in 1994, Outrider provides comprehensive online marketing solutions to Fortune 500 clients including Sears, AstraZeneca, Western Union, and Visa. With offices in 13 countries, the company offers extensive solutions for companies of all sizes and industries, including search-specific training and consulting. Outrider specializes in strategic consulting and integration of search into companies’ interactive media plans, focusing on real results of brand building, increasing transactions, and maximum ROI. The company provides measurable results through organic and paid search activities by utilizing industry analysis, competitor research, and query language studies to deliver qualified visitors to clients’ sites. PlattForm Advertising Booth 2123 www.plattformad.com PlattForm is the largest and most comprehensive marketing and advertising firm focused on lead generation and enrollment solutions for the career college sector of higher education. For nearly 20 years, PlattForm has delivered results with traditional media, such as television, radio, print and direct mail, and has become the leader in online lead generation, supporting over 3,300 campuses worldwide. In addition to media planning and placement and a full suite of in-house creative services, PlattForm also provides search engine marketing, web design and development, and offers a large portfolio of postal and e-mail list services. As the leading interactive lead generation and lead management firm in the sector, PlattForm manages a network of over 1,000 partner website properties producing over 4 million leads annually. Additionally, the company publishes Career College Central magazine and www.careercollegecentral.org, the definitive publication and online voice of the career college sector of higher education. Onward Search Booth 1404 www.onwardsearch.com Onward Search (OS) provides Fortune 1000 companies, search marketing agencies, and new media marketing/advertising firms with a cost-effective and just-in-time source of Internet marketing professionals to directly support their project needs as supplemental staff, project consultants, and subject-matter experts. We specialize in recruiting search engine marketers, social media experts, and related Internet and technology professionals who are required to implement and execute a company’s online media strategy. We are a fullservice staffing provider and offer contract, contract-to-hire, and direct-hire placements for work assignments ranging from three to 18 months. Onward Search provides Internet marketing professionals with the “best of both worlds,” as they are able to work on projects that are engaging, diverse, flexible, and customized to their individual career paths, while retaining all of the benefits typically associated with a full-time employer — health insurance, 401k plan, and trade show and education reimbursement. Peoka.com Booth 2416 www.peoka.com PeOKa.com is the pioneering company of the first Intranet and Extranet “Go Direct” Search Engine Technology (GODSE) that allows corporate/organisation’s Intranet and Extranet users instant and direct access to any information page, data page, or archive documents within the Intranet/Extranet site, using specially developed web tags, thereby cutting out the standard search results listing currently available on most sites. Although our core market is corporations with large Intranet and/or Extranet sites, we also provide tailormade “Go Direct” search engine capability for standard Internet websites. Want to know more? Contact us at info@peoka. co.uk or telephone +44 (0) 1279 874515. Netconcepts Booth 161 Sponsors & Exhibitors www.netconcepts.com Founded in 1995, Netconcepts is a web technology agency trusted by leading retailers as authorities specializing in search engine friendly e-business, website development, and natural search optimization consulting. Services include the industry’s only performance-based proxy optimization technology, where Netconcepts’ experts utilize patent-pending GravityStream technology to optimize the “long tail” of productrelated natural search traffic and sales for online retailers. Headquartered in Madison, Wisc., Netconcepts serves retail brands such as HSN, Kohls, Discovery Communications, REI, Verizon, Northern Tool, and Cabela’s among others. PM Digital Booth 1015 www.pmdigital.com PM Digital is a leading online marketing firm serving direct response clients. For retailers, PM Digital helps target and scale an online audience through search engine marketing, datafeed marketing, and search engine optimization. Supporting our full-range of services is MediaHarbor, our proprietary suite of search marketing tools, reporting and research, that simplifies and optimizes search performance on a real-time basis. Our priority is simple: Performance drives scale. PM Digital is headquartered in New York City, with additional offices in San Francisco and Columbia, S.C. Offshoring.com Booth 1011 www.offshoring.com Offshoring is the practice of relocating business processes to another country as a means to decrease staff costs while increasing productivity. At Offshoring.com, we specialize in providing companies with dedicated personnel in a wide area of fields, including IT services, contact centers, and backend business processing. Simple enough for any small business and scalable to suit the largest corporate operation, our innovative staff leasing model will help your business flourish by cutting costs and dramatically increasing production. Pepperjam Booth 165 www.pepperjam.com Pepperjam is the industry’s leading full-service Internet marketing firm, offering professional consultation and management in the areas of search engine marketing, search engine optimization, affiliate marketing, and online media planning and buying. Pepperjam is recognized as a 2006 Inc. 500 company, an achievement given by Inc. Magazine to the top 500 fastest growing privately held companies in America. Most recently, Pepperjam launched the internet’s first comparison shopping blog, Shogging.com. Featured Pepperjam clients include DKNY, The Wharton School of Business, 1-800-PetMeds, Shoes.com, Lord of the Rings Online by Turbine, Proactive Solution, Foreclosure.com, igourmet.com, Jay Z’s Rocawear, JLO, Baby Phat, and Beyonce’s House of Dereon. OrangeSoda Booth 104 www.orangesoda.com OrangeSoda’s primary focus is on helping small- and medium-sized companies succeed online by providing them with the most advanced campaign management technology, tracking, reporting, and optimization systems available. Founded by a group of search engine marketers in 2006, OrangeSoda’s experience and knowledge come, in part, from having built a successful pay-per-click search engine in the late 1990s and early 2000s. After spending more than a decade studying user search behavior, our understanding of how Internet searchers think and act is unparalleled. Our mission is to help online advertisers gain new customers in the most efficient and costeffective manner possible. Pop Labs Booth 141 www.poplabs.com Pop Labs, Inc. offers a diverse array of interactive marketing solutions for small- to mid-sized businesses, including search engine optimization, search engine marketing, pay-per-click advertising, pay-per-call tracking, website design, web analytics, brand management, and social media consulting and application development. These services are offered in a highly effective bundled/holistic approach, enabling a more rapid and predictable ROI. Pop Labs offers local, regional and national client campaigns, as well as a unique white-label service for ad agencies, PR firms, and online content providers. Omniture Booth 1112 www.omniture.com Omniture Inc. is a leading provider of online business optimization software, enabling customers to manage and enhance 34 SES ß Vol. 2, Issue 2 | {NEW YORK, MARCH 2008} SearchEngineStrategies.com ß SES 35 Sponsors & Exhibitors PRIME Visibility Booth 1305 www.primevisibility.com Prime Visibility is a 7+ year old Internet marketing firm dedicated to enhancing the online presence of our clients. Prime Visibility specializes in search engine marketing and natural search engine optimization services. Our staff of Internet marketing specialists is committed to leveling the playing field so that your business maximizes its online marketing efforts. We have a 100% success rate in increasing our clients’ online visibility through proven online marketing methods, including natural search engine optimization, pay per click, keyword research, e-mail marketing, online media buys, and strategic partnerships. Get a free search engine position report — contact us today at 1-866-PRIMEV1 (774-6381) for more information on our services. Or visit www.PrimeVisibility. com and request a free search engine position report. Pulse 360 Booth 123 www.pulse360.com Pulse 360 offers advertisers and publishers innovative solutions to get the most reach and return from their ads and sites. Publishers can partner with Pulse 360 for increased monetization opportunities, including creating or joining a branded ad network through the Publisher Vertical Network (PVN). Our partners are the web’s best sites, and advertisers can appear on The Wall Street Journal Online, MarketWatch.com and the sites of the Dow Jones Online Network, MSNBC. com, USATODAY.com, more than 30 sites of the CBS Television Stations Group, NASCAR.com, and thousands more. MN N N MM N M MN SearchRev Booth 118 — KENDALL ALLEN, MANAGING DIRECTOR, INCOGNITO DIGITAL SendTec Booth 1128 www.sendtec.com SendTec is the premier customer acquisition ad agency with expertise in multi-channel integrated direct marketing, both online and offline. The company’s unique specialties include search engine marketing, direct response television, and lead generation. SendTec also builds and leverages technology as an integral part of growing clients’ businesses. Through this combination of industry experience, integrated marketing platforms, and practical use of proprietary technology, SendTec is able to go to market with the most effective solution for your company. The results: optimized acquisition, superior improvement in sales, and scalable, accountable growth. SageRock.com Booth 150 www.sagerock.com SageRock understands that effective marketing satisfies our client’s goals. High positions in search engines, prominent ad buys, and well-promoted resources mean nothing, if a client cannot connect those efforts to the accomplishment of specific online objectives. That is why SageRock is dedicated not only to generating qualified traffic, but also to understanding traffic behavior and improving online lead conversions. Also, SageRock never operates in a gray space of ethics. Although SageRock is a top U.S. firm, we remain dedicated to personalized customer service and reasonable pricing. Finally, SageRock has specialized only in online marketing since the company’s founding. www.searchrev.com SearchRev is the performance leader in search engine marketing. The company helps businesses to expand sales or drive leads from paid search. As the performance leader, the company has documented results showing that it consistently doubles client revenues while increasing profits by an average of 52 percent. The company’s breakthrough patent-pending technology and services create a strategic advantage for businesses running large scale search engine marketing campaigns. SearchRev clients include Yahoo, Shutterfly, Real Networks, and Safeway, among others. Headquarted in Palo Alto, Calif., the company has offices throughout the United States and Central America, and also in London, U.K. PrintPlace.com www.printplace.com At PrintPlace.com we take online printing to a new level. We are dedicated to the goal of making online ordering easy for everyone. Click on a popular product at www.printplace. com to get details about ordering business cards, brochures, postcards, catalogs, and many other printed products. Our userfriendly website uses robust development technology for powerful and flexible E-commerce ordering. A staff of customer service, color and printing professionals is dedicated to helping consumers acquire the highest level of service and printed goods available through the Internet. Sample kits are free by request. Sponsors & Exhibitors Sedo Booth 2231 www.sedo.co.uk Sedo is the global marketplace for buying and selling domain names and websites with offices in the US, Germany and London. Sedo offers our users all the tools needed to buy and sell domains among a community of users stretching around the world, including domain appraisals, brokerage services, promotion and last, but not least, Sedo’s popular domain parking program. More than 3 million domains use Sedo’s parking programs to earn revenue while promoting its sale. The Sedo domain marketplace offers the world’s largest selection of premium domains with more than 10.5 million available for sale! SendTraffic Booth 122 www.sendtraffic.com SendTraffic, the newest member of the Traffix marketing powerhouse, is a proven leader in search engine marketing and optimization. With the most advanced performance marketing technologies available anywhere, SendTraffic can optimize all your pay-per-click, paid-inclusion, and SEM campaigns. Why play a marketing guessing game? Let SendTraffic build your customer base, target your marketing spend, and maximize your sales for you, today. PRWeb Booth 2223 www.prweb.com PRWeb was founded in 1997 to help small businesses leverage the Internet to communicate their news to the public. In the process of doing so, PRWeb pioneered the direct-to-consumer press release, allowing companies for the first time to communicate their news directly to customers, prospects, analysts and the media. During the past decade, PRWeb has been at the forefront of innovation, redefining the traditional press release and changing forever how organizations of all sizes distribute their news. Today, PRWeb continues to set the standard for the distribution of news online. From the smallest business to the Fortune 500, PRWeb has helped over 40,000 organizations of all sizes maximize the online visibility of their news. PRWeb was acquired in 2006 by Vocus (NASDAQ: VOCS), a leader in ondemand software for public relations, and has been featured in publications such as Fortune and The Wall Street Journal. SearchIgnite Booth 1413 www.searchignite.com SearchIgnite is a powerful search management and auction based optimization technology that simplifies large cross-engine search campaigns, providing marketers and advertising agencies with one 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 flexible bid management capabilities, including manual bidding, rules-based bidding, and portfolio optimization. Through the use of advanced predictive modeling, SearchIgnite’s Portfolio Optimization 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. SEO, Inc. Booth 1512 www.seoinc.com Search Engine Optimization Inc. is a professional search engine optimization firm, specializing in achieving high rankings for their clients on the Internet’s major search engines. For more than a decade, SEO Inc.’s certified “search engineers,” with a combined expertise of over 40 years, have led the industry in developing highly effective, proprietary optimization, and marketing 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 first and only search engine marketing Firm to become a member of the World Wide Web Consortium (W3C). Sendori Booth 163 www.sendori.com Sendori is the marketplace where advertisers use their existing keywords to access over 33 million new Direct Navigation Web searchers. More than 250 million Web searchers use Direct Navigation - typing the names of items they are looking for into the address bar of their browsers. Efficient Frontier found that Direct Navigation Web searchers convert to customer at a much higher rate than visitors from major search engines. Moreover, advertisers typically pay 25% to 50% less for Direct Navigation visitors compared to ones form major search engines. 36 SES ß Vol. 2, Issue 2 | {NEW YORK, MARCH 2008} SearchEngineStrategies.com ß SES 37 Sponsors & Exhibitors Slifter Booth 160 www.slifter.com Slifter is a popular mobile shopping tool that enables shoppers to search and share nearly 200 million products and promotions at over 100,000 U.S. locations, straight from their cell phones. Using a ZIP code or a phone’s GPS/LBS, Slifter allows shoppers to search local store inventory for products and hot deals; see product information, images, and store maps; save products and promotions into a mobile shopping list; and share finds with friends and family. results. Steak Media has a proven record in delivering highly relevant and consistent campaigns. We focus on delivering a maximum return on investment for our clients through a full range of digital services. With offices located in New York, London, and Melbourne, please visit booth 114 if you would like to know more about us and our approach to campaign management. Current clients include Time Out, Myla, French Connection, Centrica and Enjoy England. We make your media work harder for you. sions. Teragram Solutions include Taxonomy Management, Automatic Categorization, Entities Extraction, Metadata Generation, Query Spelling, Direct Answers and Alerts. TMP Directional Marketing Booth 1302 www.tmpdm.com For nearly 40 years, TMP Directional Marketing has been optimizing how local buyers and sellers connect, in ways that provide tangible, immediate impact and long-term payoff. We position our clients to be found where people are actively searching, shopping and buying, in print directories, online directories, and through search engines. The only agency of our kind — completely focused on the local search spectrum — we bring together integrated Yellow Pages advertising with specialized Interactive marketing services. TMPDM is the largest online search and Yellow Pages marketing agency, with over $500 million in billings. Headquartered in New York, with 700 employees and 22 offices worldwide, TMPDM serves hundreds of clients, including over 100 of the Fortune 500 companies. For more information, please visit us at interactive. tmpdm.com. Or you may contact TMPDM interactive sales via phone at 800 323-8157, ext. 5366. For career opportunities, please visit us online at www.tmpdm.com/careers.asp. The Karcher Group Booth 1226 www.thekarchergroup.com The Karcher Group offers a full suite of web services, including natural and paid search engine marketing strategies, web design and e-commerce solutions, and custom content management systems. Our philosophy is that true web marketing success requires understanding the web business inside-out, from SEO to design to programming. Our goal is to create an outstanding user experience, resulting in increased web traffic, leads, and sales. When you choose to work with The Karcher Group, you can expect to get a website that is search-friendly from top to bottom; get expanded expertise under one roof — no outsourcing here; get an SEO team that understands — and implements — development changes; and get an SEO team that will help you craft a custom online marketing strategy that’s right for your business. Since 1997, The Karcher Group has worked with over 500 clients worldwide, ranging from small local businesses to Fortune 500 companies. Our work has won numerous awards of excellence, but more importantly has driven our clients’ sales to new highs. You can find us speaking and exhibiting at the world-renowned Search Engines Strategies conferences and at our own “Search Engine Marketing Made Simple” seminars in northeast and central Ohio. Superpages.com Booth 2015 www.superpages.com Superpages.com is the local search expert, where people go to find 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% of consumers who find a business on Superpages.com plan to contact that business. At Superpages.com, we know around here. SLI Systems, Inc. Booth 2219 www.sli-systems.com SLI Systems provides site search, site navigation, and automated 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 valuable 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 a retailer’s visibility in natural search engine listings and increase site traffic. Customers like NBC, Etronics.com, Tupperware, ULTA, and hundreds more benefit every day from SLI Systems’ search technology. Sponsors & Exhibitors Booth 133 www.surehits.com SureHits runs the largest independent ad network for insurance and loans. The SureHits network offers advertisers access to consumers who are actively shopping for insurance and loan products. Through the SureHits network, lenders and insurers bid on a CPC basis for placement on contextuallyrelevant websites. Placement is auctioned by product and by state, so consumers are presented only with highly relevant offers from providers who service their area. Publishers benefit from generous CPC-based revenue-share agreements, worldclass revenue reporting tools, and a single solution that can deliver results for all major insurance and loan products. SureHits is a private company based in Edmond, Okla. Founded in 1996, SureHits has been profitable for six consecutive years. Booth 121 www.trellian.com Trellian is one of the largest Internet software and web-based technology service providers. Providing key web intelligence tools to corporate, government, and general users, but with an emphasis on catering to SEM (search engine marketing) firms, ad agencies, and webmasters. Trellian’s well-known product SubmitWolf, is a proven leader (eight years running) in website submission, now integrated as part of many search engine optimization tools in the Trellian SEO Toolkit. Trellian’s solutions exhibited at Search Engine Strategies includes an advanced keyword research tool called Keyword Discovery and a competitive intelligence solution. Keyword Discovery: Discover the best keywords to target on your website. This service is similar to WordTracker, but with several major improvements and differences, including 12 months historical data, for seasonal trends; industry keyword lists and top search terms that drive traffic to sites based on industry classification; and 36 billion unique search queries. Competitive Intelligence: Trellian compiles and analyzes Internet usage statistics to create a powerful competitive intelligence tool that no business should be without. Soothware Booth 144 www.soothware.com Soothware offers free tools to help search engine marketers of all sizes get the most out of their pay-per-click (PPC) marketing campaigns. Soothware centralizes PPC reporting, optimizes keyword bids, and helps advertisers grow their businesses. Soothware’s automated, self-service platform offers sophisticated analytics and optimization services. The best search engine marketers use similar tools to measure and optimize their ad spend. Soothware.com’s mission is to make these high-end analytics available to every search engine marketer, regardless of marketing budget. The Search Agency Booth 1300 www.thesearchagency.com Founded in 2002, The Search Agency helps businesses develop effective online marketing strategies and improve their search engine marketing and search engine optimization results. As an SEM firm, The Search Agency works with its clients to improve performance of their paid search campaigns through keyword generation, creative maximization, bid optimization, and analysis and tracking on all of the major search engines. With our proprietary bid management and analytics tool, we can better manage and optimize client campaigns based on their specific needs and metrics. As an SEO firm, The Search Agency provides expert advice and services to help clients improve their websites. The Search Agency uses a series of diagnostic tools to analyze a client’s existing website and then provides detailed recommendations including keyword use, content, and site architecture improvements and link popularity strategies. By providing both SEM and SEO services, The Search Agency works with its clients to create the optimal mix of paid and organic traffic. Teragram Corporation Booth 1108 www.teragram.com Teragram Corporation is the market leader in multilingual natural language processing technologies that use the meaning of text to distill relevant information from vast amounts of data. Founded in 1997 by innovators in the field of computational linguistics, Teragram alone offers the speed, accuracy and global language support that customers and partners demand to retrieve and organize growing volumes of digital information. Teragram helps customers perform more efficient searches and better organize information in more than 30 languages, enabling them to reach new markets and make better deci- Steak Media Booth 114 www.steakmedia.com Steak Media is a leading international digital marketing agency specializing in search engine marketing, online media planning and buying and affiliate management. Founded in 2005 by three pioneers of European search engine marketing, we use our team’s unique, in-depth knowledge of digital marketing to create integrated global campaigns that deliver 38 SES ß Vol. 2, Issue 2 | {NEW YORK, MARCH 2008} Unreal Marketing Booth 2114 www.unrealmarketing.com Unreal Marketing is a full-service Internet marketing agency founded in 1999 as one of the first search engine marketing (SEM) firms in the country. Unreal is dedicated to helping top global consumer brands and partner advertising agencies leverage the power of Internet marketing to achieve profitable SearchEngineStrategies.com ß SES 39 Sponsors & Exhibitors SureHits Trellian.com results. Well on our way to becoming “the recognized innovator in results-driven Internet marketing,” our foundation rests upon high-level industry relationships, a dynamic team, and the technological and organizational knowledge and infrastructure needed to thrive in the ever-changing Internet industry. Unreal is a team of strategists, marketers, and creative thinkers who construct, launch, and grow brands online. We attract more of the right prospects, engage users with relevant content, and convert visitors into customers — all with measurable results. We deliver innovative online marketing solutions for clients through advanced technology, strategically creative insight, and comprehensive Internet marketing services that combined, produce successful and measurable results. real searches online; we analyse and count these search phrases, and give you a variety of tools to use them in creative ways to bring relevant visitors to your website. With Wordtracker, you can optimize your websites organically, plan effective pay-per-click campaigns, identify niche markets, generate search engine-friendly content plans, choose memorable domain names, and choose new product and publication names. Dramatically increase the number of effective keywords in your online marketing strategy. Find more information at the Wordtracker Academy: http://www.wordtracker.com/academy Yahoo! Booth 2009 www.yahoo.com Yahoo! Inc. is a leading global Internet brand and one of the most trafficked Internet destinations worldwide. Yahoo! is focused on powering its communities of users, advertisers, publishers, and developers by creating indispensable experiences built on trust. Yahoo! is headquartered in Sunnyvale, Calif. For more information, visit pressroom.yahoo.com or the company’s blog, Yodel Anecdotal, ycorpblog.com. VentureDirect Worldwide Booth 2122 www.venturedirect.com For the past 25 years, VentureDirect Worldwide has produced extraordinary results for thousands of marketers seeking to acquire new customers, increase sales, generate leads, drive web traffic, and create incremental revenue. Our goal is to generate the highest ROI for every advertising dollar spent by our clients. VentureDirect leads the way with search engine marketing solutions. Our exclusive cost-per-lead program provides conversions from search leads that can be two to 10 times higher that that of other online lead generation programs. We also offer shared cost-per-lead and pay-per-click advertising programs that also deliver peak performance and revenue. Sponsors & Exhibitors YELLOWPAGES.COM Booth 1122 www.yellowpages.com “Need something?” For more than 125 years, consumers have trusted the Yellow Pages to deliver comprehensive information on local businesses. And today, wherever, however, and whenever they “need something” local, they use YellowPages. com. Whether it’s to find business information, read ratings, write reviews, get maps or search from their mobile phone, YellowPages.com connects millions of consumers with local information every day. YellowPages.com works with businesses to help them create interactive advertising programs that meet their business needs, including search results advertisings, websites, search engine solutions, video advertising, and more. YellowPages.com is dedicated to providing a leading presence for bringing consumers and advertisers together. Widemile Booth 2025 www.widemile.com Widemile Inc. is a leading provider of web testing and optimization technologies and services for online marketers. Widemile has developed an enterprise-class multivariate testing and optimization platform and provides related services, including award-winning creative development and campaign management, to enhance the performance of online advertising campaigns, websites, and other digital content. Too often marketers are forced to guess which combination of offer, copy, or call-to-action design is best. Widemile removes the guesswork by testing thousands of potential page combinations to determine the optimal design, dramatically enhancing the value of online campaigns and other marketing investments. Sessions Zeta Interactive www.zetainteractive.com Zeta Interactive is what’s next in interactive media. As a leading integrated, next-generation marketing firm, we don’t sell isolated digital services — we deliver profitability to our customers through our customer-centric approach, superior service, and best-of-breed technologies. From e-mail and search marketing, to creative design and website development, to social media mining and web analytics, our passion is crafting strategies so clients can acquire, retain, and win back customers — cost effectively and efficiently. Headquartered in New York City, our 300 seasoned marketers, industry visionaries, and innovative technologists across the U.S. and in India serve more than 200 world-class clients. SearchEngineStrategies.com ß SES Wordtracker Booth 1412 www.wordtracker.com Picking the best keywords is at the heart of any online marketing campaign. Get them right, and you’ll get remarkable increases in search engine traffic. But you don’t have to guess what the best keywords are — Wordtracker will tell you. We collect search data — the words real people use when they do 40 SES ß Vol. 2, Issue 2 | {NEW YORK, MARCH 2008} 41 Day 1: Monday, March 17, 2008 9:30-10:45a STRATEGIC DEVELOPMENT WORKSHOP: TRACK 1 STRATEGIC DEVELOPMENT WORKSHOP: TRACK 4 STRATEGIC DEVELOPMENT WORKSHOP: TRACK 2 2-3:15p STRATEGIC DEVELOPMENT WORKSHOP: TRACK 1 How to Build Investment Interest in Your SEO/SEM This session is a must for everyone working in SEM, as it provides insight into how to make your company more valuable and how to monetize your business while keeping control of ownership. Topics to be covered include: 1. How the financial community looks at the SEM industry and evaluates it for potential investment 2. The three key factors that investors look for in a specific SEM company 3. What you can do to enhance your company’s attractiveness to potential investors 4. Industry challenges — what the SEM industry needs work on to improve its overall investment profile Speaker ß Patricia Hall, Investment Banker, Hallmark Capital Search Around the World Part Two: The U.K. & Europe Eastern and Western companies are rushing to get a piece of the action internationally, but does anyone really understand the marketplace. In this session, attendees will learn how to separate hype from actionable activity. Leading experts with “feet on the street” in U.K. and the rest of Europe discuss the marketplace and the impact it’s having on the world. Moderator ß Marie Dumesnil, Director of E-Commerce, Viking River Cruises Speakers ß Andrew Girdwood, Head of Search, bigmouthmedia ß Thomas Bindl, Founder & CEO, Refined Labs GmbH ß Sebastien Langlois, CEO, Aposition ß Joost de Valk, Search Strategist, Onetomarket ß Massimo Burgio, Founder & Chief Strategist, Global Search Interactive Search Around the World Part One: Asia/Pacific & Latin America Eastern and Western companies are rushing to get a piece of the action internationally, but does anyone really understand the marketplace? In this session, attendees will learn how to separate hype from actionable activity. Leading experts with “feet on the street” in the Asian Pacific, Australia, and Latin America discuss the marketplace and the impact it’s having on the world. Speakers ß T.R. Harrington, Director of Strategic Direction & Product Development, Darwin Marketing ß Motoko Hunt, Founder, Japanese Search Marketing Strategist, AJPR LLC ß Erica Schmidt, Global Director of Search, Isobar ß Anton Konikoff, Founder & CEO, Acronym Media ß Alicia Morga, CEO, Consorte Media Organic Listings Forum Pose questions to our panel of experts about free “organic” listing issues, plus participate in this session that allows the audience to share tips, tools, and techniques. There’s no set agenda, so this is an ideal session to discuss any major recent changes with organic listings. Moderator ß Mike Grehan, Founder & CEO, Searchvisible Ltd. Speakers ß Bruce Clay, President, Bruce Clay, Inc. ß Todd Friesen, VP of Search, Visible Technologies ß Jill Whalen, CEO, Owner, High Rankings ß David Naylor, SEO, Bronco ß Greg Boser, President, WebGuerrilla LLC STRATEGIC DEVELOPMENT WORKSHOP: TRACK 3 Analytics: Data Into Action How can you translate analytics data into meaningful, actionable recommendations for improvement of an SEO strategy? The focus is on action. Simply getting a statistics report isn’t enough to consistently manage an optimization or a keyword campaign. How do you do the deep dives into the data, and what should you be looking for? For some, they find gold, but it has to be communicated up the ladder. Finding, interpreting, and communicating the data are all very different things and all must be used to build a successful analytics program. Find the holes in your SEO strategy by evaluating different keyword and link-based traffic, so that you can make a business case for change and increased investment. Speakers ß Matthew Bailey, President, SiteLogic ß Steve Keller, Director of Marketing & E-commerce, Assurant Health KELSEY GROUP — LOCAL STRATEGIC DEVELOPMENT WORKSHOP: TRACK 2 Local Search: Are Partnerships the Key to Success? Ninety percent of consumer purchases are made within 20 miles of a person’s home or office. Not only are millions of small businesses vying for the attention of ready to buy consumers, but so is virtually every national business selling products locally. The Kelsey Group forecasts that global local search advertising revenue will grow from $2.1 billion in 2007 to $6.6B billion in 2012. How are online firms aggregating content and selling ads? Moderator ß John Kelsey, Chairman and co-founder, The Kelsey Group Speakers ß Bruce Crair, COO, Local.com ß Justin Sanger, founder & president, LocalLaunch ß Scott Greenberg, SVP of Advertsing Services, Marchex STRATEGIC DEVELOPMENT WORKSHOP: TRACK 2 Redefining the Customer Universal, personal and local search? Facebook? Twitter? YouTube? Podcasts? Social media? Web 2.0? Businesses are struggling to demystify communications as a new generation of digital possibilities evolve. The customers are clearly in control. The voice of the consumer has never been so easy to find and so hard to decode. Bryan Eisenberg deciphers their messages and explains the evolving new world of marketing, customer loyalty, consumer-generated content, and social media. Let Bryan teach you how to take advantage of this opportunity to join the conversation. He will show you how to persuade these redefined customers as they ignore marketing. Speaker ß Bryan Eisenberg, Co-founder, Future Now Inc. Web Analytics: Measuring Success How do you know if you’ve been successful with search engines and your website in general? You can check your “rank” at search engines for particular keywords, analyze log files to see the actual terms people used to reach your website, or make the ultimate jump and “close the loop” by measuring sales conversions and return-on-investment (ROI). This panel explores both classical and newer cutting-edge techniques to measure success, what statistics you should really care about, ways to be more strategically focused, and how to drive increased revenue for your business. Moderator ß Yosi Heber, Founder & President, Oxford Hill Partners, LLC Speakers ß Avinash Kaushik, Author, Blogger, Analytics Evangelist, Google ß Jason Bishop, Sr. Consultant, SEM, Omniture, Inc. ß Akin Arikan, Senior Manager, Internet Marketing, Unica Corporation ß John Squire, Chief Strategy Officer, Coremetrics ß Lauren Vaccarello, Director of Publishing, FXCM STRATEGIC DEVELOPMENT WORKSHOP: TRACK 4 Igniting Viral Campaigns In a world dominated by behemoths like bud.tv, MySpace, and YouTube, how do mid-sized and smaller companies break through to generate online destinations that create buzz, encourage word of mouth, and establish relationships with potential buyers? This session unveils the secrets of Web 2.0 techniques and technologies that enable companies to stand out and be talked about. Moderator ß Jeffrey Rohrs, VP, Agency & Search Marketing, ExactTarget Speakers ß Bill Hanekamp, CEO, The Well ß Ed Kim, CEO, Red Bricks Media ß Fionn Downhill, CEO & President, Elixir Systems ß Conn Fishburn, Director of Social Media Strategy, Yahoo! Inc. 11:15a-12:30p STRATEGIC DEVELOPMENT WORKSHOP: TRACK 3 Creating Compelling Ads Getting clicks on your paid listings can be a challenge. You need to compel the consumer to click through, yet your ad must also comply with editorial standards controlling what you can say and even the punctuation you can use. You also want the right type of click. Choose your words poorly, and the wrong audience will come, costing you money and offering no hope of conversion. This session looks at ways to get the right clicks. NOTE: This session is designed for those who are already familiar with how paid placement works. Speakers ß Patricia Hursh, President & Founder, SmartSearch Marketing ß Misty Locke, President & Co-founder, Range Online Media ß Jason Dorn, Senior Director, Network Quality Team, Yahoo! Inc. ß Jason Miller, CTO, Engine Ready Software ß Mona Elesseily, Director of Marketing Strategy, Page Zero Media STRATEGIC DEVELOPMENT WORKSHOP: TRACK 1 The Human Equation: Giving Back Internet Style The World Wide Web has changed how we do everything, including give back to our fellow man. What does the nonprofit world look like in the Web 2.0 world? Technology has grown by leaps and bounds since the dawn of the internet as a communication vehicle. It has changed the way we give back, communicate with our constituents and provided a means for creating a platform for the community to support itself. Learn from experts in the space about the latest developments in community and technology for the nonprofit sector. Speakers ß Tyrona Heath, Online Operations Senior Specialist, Online Sales, Google ß Darian Rodriguez Heyman, Executive Director, Craigslist Foundation ß Ettore Rossetti, Senior Manager, Internet Marketing, Save the Children ß Nicci Noble, National Electronic Fund Raising Specialist, Salvation Army ß Ben Rattray, Founder & CEO, Change.org Sessions STRATEGIC DEVELOPMENT WORKSHOP: TRACK 3 Auditing Paid Listings and Click Fraud Issues Did you really get that much traffic from paid listings last month, or is something funny going on? Reviewing your paid traffic is an essential task any serious search engine marketer should undertake. Discover how to spot abnormalities and follow-up with search engines if you suspect a competitor or someone else is creating clicks just to drive up your costs. Also discover the proactive things paid listing providers already do to protect advertisers. Moderator ß Jeffrey Rohrs, VP, Agency & Search Marketing, ExactTarget Speakers ß Reggie Davis, Vice President, Marketplace Quality, Yahoo! Inc. ß Jon Myers, Head of Search, MediaVest ß Shuman Ghosemajumder, Business Product Manager for Trust & Safety, Google ß Richard Zwicky, Founder & CEO, Enquisite ß Tom Cuthbert, President & CEO, Click Forensics KELSEY GROUP — LOCAL Video Made the SMB Star Given universal search, search engines increasingly favor video content in SERP rankings. What are the opportunities for small businesses to begin to utilize the power of video to drive traffic to their sites? A new breed of local video producers are leading the way and lowering the barriers to become a local video star. Speakers ß Steve Espinosa, Director of Product Development and Management, eLocal Listing, LLC ß John McWeeney, VP Business Development, TurnHere ß Frank Rocco, VP Marketing & Sales, EZ Show, Inc. MN N N MM N M MN 42 — RON JONES, PRESIDENT/CEO, SYMETRI INTERNET MARKETING SES ß Vol. 2, Issue 2 | {NEW YORK, MARCH 2008} SearchEngineStrategies.com ß SES 43 Sessions STRATEGIC DEVELOPMENT WORKSHOP: TRACK 4 Network Neutrality is for Online Marketers too! If Internet access providers such as telephone and cable companies begin preferring certain websites or content types over others, it will be harder for the marketing community to determine whether observed online behavior is due to customer choice or provider choice. In addition, the threat of extra charges for “preferred” delivery is likely to saddle online marketers with extra charges or degraded service. Two network neutrality experts analyze the ins and outs of the debate, project the next moves by FCC and Congress, and discuss potential ways that the online marketing community can respond. Speakers ß Timothy Karr, Campaign Director, Free Press ß David S. Isenberg, Principal Prosultant, isen.com Day 2: Tuesday, March 18, 2008 9-10a Conference Welcome and Opening Keynote Speaker ß Nick Carr, author of The Big Switch: Rewiring the World, From Edison to Google ADVERTISING 3:15-4:30p SPONSORED SESSION: MEDIO 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, a closer look at quality factors and tips on increasing the perceived relevancy of your campaigns. Moderator ß Andrew Goodman, Principal, Page Zero Media Speakers ß David Pann, VP of Network Monetization, Yahoo! Inc. ß Joel Lapp, VP Account Services, Reprise Media ß Jon Kelly, President, SureHits Search Advertising Goes Mobile With three times more mobile handsets than PCs, and twice as many mobile subscribers as Internet users, the size of the addressable market for mobile advertising and publishing is significant. As more content is created and adapted for mobile, it is imminent that search will be the on-the-go gateway to this growing wealth of information. What does this opportunity mean to the search marketing community? How can advertisers effectively reach mobile audiences, and best use mobile-specific targeting, actions and creatives? How can search enable publishers to connect their audiences with mobile content, ensure stickiness and monetize traffic with search advertising? Join Medio as we answer these questions and more. Speaker ß Barry Chu, General Manager of Advertising, Medio Systems 11a-12:15p FUNDAMENTALS KELSEY GROUP — LOCAL CONTEXTUAL ADS Mobile Local Search: Finding the Way With standards set by the iPhone and Google’s Android platform, a new mobile environment is upon us. How will this market be led by search giants, and what innovations can we expect to see from smaller third party application developers? What forms will location-based services take, and what will be the opportunities for large and small companies to get in front of mobile users? Speakers ß Ryan Sarver, Founder & VP of Business Development, Skyhook Wireless Introduction to Search Engine Marketing This session will provide a clear and concise overview of the key concepts involved in search engine marketing. Who are the major search engines, and how can you best optimize them to gain “natural” or “organic” traffic without cost? Learn how to achieve top ranking or placement by utilizing search engine advertising opportunities. This is a must-attend basic session for anyone new to the Search Engine Strategies event. Speakers ß Greg Jarboe, President & Co-founder, SEO-PR ß Kevin Ryan, VP, Global Content Director, SES & Search Engine Watch Domaining & Address Bar-Driven Traffic Plenty of people are searching for things by typing in words into their address bars, slapping on a “.com” and figuring they’ll get to a relevant site. More and more, domainers are ensuring they don’t draw a blank. Domainers purchase popular generic domain names and populate the sites with ads from the major search networks. Learn how the business is growing, how it can deliver relevant traffic to advertisers, as well as issues with typo domains and opt-out issues. Speakers ß Matt Bentley, Chief Strategy Officer, Sedo.com ß Jon Lisbin, CEO & Founder, Point It!, Inc. ß Janel Landis, Sr. Director of Search Strategy & Development, SendTec ß Monte Cahn, Founder & CEO, Moniker SPONSORED SESSION: HITWISE Do You Know the Breakdown of Your Competitors’ Paid and Organic Traffic? Hitwise does. This Hitwise University Live session will analyze the effectiveness of paid and organic search and which engines are best able to deliver new visitors. Attend this session and you will be able to make more informed decisions on the allocation of your PPC and SEO budgets. We’ll dive into Hitwise Search Intelligence™ data to identify: ß the breakdown of paid and organic traffic to your competitors’ websites. ß whether a specific keyword is driving more paid or organic traffic. ß the proportion of new and returning visitors that search engines are sending to your website and your competitors. ß the applications of Hitwise Search Intelligence™ data to your search marketing campaigns. Host ß Heather Dougherty, Research Director, Hitwise CONVERSION Converting Visitors Into Buyers 3:45-5p Orion Panel: Getting Vertical Search Right The need for specialized search capabilities has never been more prevalent than it is today. Established leaders and experts in vertical search application and execution will discuss the state of the industry, positive and negative experiences, and best practices for answering the needs of today’s demanding searchers. Moderator ß Kevin Ryan, VP, Global Content Director, SES & Search Engine Watch Speakers ß Bill Tancer, General Manager, Global Research, Hitwise ß Jason R. Finger, Co-founder & Chief Executive, Seamless Web ß Paul Forster, CEO, Indeed Getting visitors to your website is only half the battle. To be victorious, you need them to convert into customers by making purchases, signing up for services or fulfilling whatever are your goals. Learn about making this conversion. The latter part of the session takes volunteers from the audience and examines their websites live to provide general feedback about changing them to improve visitor conversion. Speakers ß Mike Moran, Distinguished Engineer, IBM ß Nigel Ravenhill, Program Manager, McAfee ß Michael Sack, Director, SEM technology & Development, Idearc Media ß Howard Kaplan, COO, Future Now Inc. 1:30-2:45p Orion Panel: Universal Search Search result multiplicity is not a new phenomenon, but recent advancements will guarantee the world of search and marketing will be changing forever. Before you attend this week’s optimization and best practices sessions, hear from industry gurus about how search, marketing and information seeking is changing the industry that follows the search. Our ongoing series on universal search will include research data available only at SES. Moderators ß Kevin Ryan, VP, Global Content Director, SES & Search Engine Watch ß Mike Grehan, Founder & CEO, Searchvisible Ltd. Speakers ß John Battelle, Founder/Chairman/CEO, Federated Media ß James Lamberti, SVP, Search & Media, comScore, Inc ß Lyndsay Menzies, Managing Director, bigmouthmedia ß Chrysi Philalithes, Launch Managing Director, Steak Media New York ß Jack Menzel, PM for Universal Search, Google SPONSORED SESSION: GOOGLE Sessions What’s new with Google Analytics and Website Optimizer? Google is continuing to innovate around combining power and accessibility to web analytics and landing page optimization. Join us for the latest news about Google’s web analytics and multivariate testing products: Google Analytics, Urchin Software, and Website Optimizer. This is an event you won’t want to miss! Speakers ß Tom Leung, Business Product Manager (Google Website Optimizer) ß Scott Crosby, Business Development Manager (Urchin Software) ß Jeff Gillis, Product Team (Google Analytics) LOCAL Why Local Is Different After some hype, local search has earned the respect it deserves. The massive opportunity cuts across the Yellow Pages, direct mail, and in-store marketing programs. What emerges is a notoriously difficult market of small- and medium-sized businesses that number close to 20 million, but fewer than 25% even have a website. The prospect of converting local advertising to an online channel requires more than adding a ZIP code. It means understanding local geography and how small business owners think about advertising programs. It’s a complex puzzle that is challenging but rewarding to solve. Moderator ß Ian White, CEO, Urban Mapping 5-5:30p SES Awards 2008 44 SES ß Vol. 2, Issue 2 | {NEW YORK, MARCH 2008} Speakers ß Gib Olander, Director of Business Development, Localeze ß Benu Aggarwal, Founder & President, Milestone Internet Marketing ß Chad Schott, VP, Business Development, Marchex, Inc. ß Vik Advani, Co-founder & CTO, UpNext.com MN N N MM N M MN — MATT SPIEGEL, CEO, RESOLUTION MEDIA SearchEngineStrategies.com ß SES 45 Sessions SPONSORED SESSION: OMNITURE 4:45-6p FUNDAMENTALS Day 3: Wednesday, March 19, 2008 9-9:45a Morning Keynote: Search Has Changed Everything... And So Can You Search engines have forced an entirely new dynamic in how connected humans access information. Successful traditional brands along with new entries into the space learn to roll with the changes — even if that means a transformation in how they do business. The death of traditional information sources is often grossly exaggerated. In other words, winning in the interactive world means combining the best of the old and the new. Mr. McLeod will discuss how a world-renowned and highly-respected publication changed how they do business in a search-driven world. You’ll walk away with a better understanding of how making the right moves can help you make the most of our dynamic universe. Speaker ß Gordon McLeod, President, The Wall Street Journal Digital Network Optimizing Search Marketing Campaigns As search marketing grows more sophisticated and specialized, companies with “one-size-fits-all” optimization metrics are dropping to the bottom of the food chain. Key performance indicators (KPIs) are evolving vertically, giving rise to metrics that are specific to your line of business. For example, retailers are optimizing campaigns to maximize customer lifetime value rather than a more narrow strategy of optimizing around single session visits. Different verticals have different ways of measuring success, which is why it is imperative to optimize campaigns using the metrics that matter most to your line of business. This presentation will give a better understanding of the advantages of optimizing campaigns using verticalized KPIs and how to go beyond simple ROAS metrics. Speaker ß Tiffany Feltenberger, Senior Product Manager Search Engine Friendly Design How can you build a website from the ground up that pleases both crawler-based search engines and your visitors? Discover how “search engine-friendly” design can tap into free traffic from search engines. This session is especially suited for beginners who need an overview of important design issues to keep in mind. Speakers ß Eric Papczun, Director of Natural Search, Performics ß Matthew Bailey, President, SiteLogic ß Craig Hordlow, Chief Search Strategist, Red Bricks Media VERTICAL & RETAIL B2B Tactics Forget consumers. You want only the business-to-business audience! This session explores options and issues in targeting B2B. Moderator ß Jeffrey Rohrs, VP, Agency & Search Marketing, ExactTarget Speakers ß Patricia Hursh, President & Founder, SmartSearch Marketing ß Barbara C. Coll, CEO, WebMama.com Inc. ß Adam Goldberg, Co-founder & Chief Innovation Officer, ClearSaleing ß Karen Breen Vogel, President & CEO, ClearGauge CONVERSION Landing Page Testing & Tuning SPONSORED SESSION: MICROSOFT SEARCH CLICKZ Tips & tricks for delivering great results & campaigns with Live Search Improve your search marketing investments and execution across your paid and organic efforts through Microsoft’s Adcenter and Webmaster tools for Live Search. Join us as we walk through the latest product updates, including the Adcenter Excel Add-in for Keyword research and Webmaster Center. Speakers ß Jorie Waterman, Lead Program Mgr, adCenter Keyword Research Platform ß Nathan Buggia, Lead Program Mgr, Live Search Webmaster Center 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: This session is designed for those who are already familiar with how paid placement works. Speaker ß Tim Ash, President, Site Tuners Widgets and Gadgets are taking over, but what are they? Google and other sites have created ad units that allow visitors to interact with an advertisement without leaving a destination page. Target audiences can watch a video, check out a menu, and engage advertisers in a new way with a new metrics. Hear how advertisers are using widgets with advice you can take back to the office. Speakers ß James Welch, Head of Research & Development, GetUpdated 10:15-11:30a FUNDAMENTALS Link Building Basics Discover how search engines rely on link analysis as an important component for ranking web pages. Learn also how to increase traffic to your site by building quality links in an appropriate manner. Speakers ß Debra Mastaler, President, Alliance-Link ß Dixon Jones, Managing Director, Receptional LTD ß David Degrelle, Founder & CEO, 1ère Position LOCAL Local Search Marketing Tactics This session looks at ways search marketers are tapping into an audience using local search engines, online yellow pages and other local search methods. Speakers ß Gregg Stewart, SVP, Interactive, TMP Directional Marketing ß Steve Espinosa, Director of Product Development and Management, eLocal Listing, LLC STATS & RESEARCH 1-2:15p FUNDAMENTALS Ad Testing: Research & Findings Have you been doing deep testing of your ad campaigns? Fear not — the panel in this session has and will be sharing tips you might want to try yourself. How important are headlines, descriptions and other elements in your control? How do consumers interact with the ads? Speakers ß Andrew Goodman, Principal, Page Zero Media ß Bill Barnes, Co-founder & EVP, Enquiro Search Solutions Inc. ß Anton Konikoff, Founder & CEO, Acronym Media NYU’S SCHOOL OF CONTINUING AND PROFESSIONAL STUDIES 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 what’s available in this session that is especially geared toward beginners, with details on programs from major providers and advice on how to succeed. Speakers ß Dana Todd, Co-founder & Principal, Site Lab International Inc. ß Matt Van Wagner, President, Find Me Faster ADVERTISING Sessions The question is not where marketing is going. It’s who will take it there. MASTER’S IN INTEGRATED MARKETING (formerly Master’s in Direct and Interactive Marketing) Social networking, e-mail, and online video present marketers with new challenges. Master these and more with NYU’s Master of Science in Integrated Marketing, a graduate degree focusing on direct, digital, and brand marketing. Acquire general and specialized marketing skills, from strategic and financial analysis to Web metrics, while building a powerful professional network. Log on to our website and take the first step toward earning a graduate degree. NYU’s Master of Science in Integrated Marketing is developing the next generation of leaders in the new age of marketing. Ad Copy & Landing Page Clinic This clinic will examine actual ads and landing pages offered by volunteers from the audience, suggesting changes that may improve clickthrough and conversion. Speakers ß Matt Naeger, VP/General Counsel, Impaqt ß Scott Brinker, President & CTO, Ion Interactive SOCIAL SEARCH Social Media Marketing: What is it and What is it Good For? Marketing to and through social networks means humans are hot again. Not as directory editors — it’s Web 2.0, and your customers are in control. The old-fashioned media buy has gone bye-bye. Social media marketing is fast emerging as a must-have in search strategies. Learn about the social search revolution, and hear case studies of how marketers have successfully promoted brands and products with it. Speakers ß Conn Fishburn, Director of Social Media Strategy, Yahoo! Inc. ß Don Steele, Director of Digital & Enterprise Marketing, Comedy Central ß Chris Winfield, President, 10e20, LLC ß Jory Des Jardins, Co-founder & President of Strategic Alliances, BlogHer ß Paul Beck, Senior Partner, Worldwide, Executive Director, Interactive Marketing & Advertising, Ogilvy STATS & RESEARCH Top Search Trends What’s the most popular search engine? The most used search engine? What vertical areas of search are growing? Are people using search toolbars more or less? How much are advertisers spending? Which trends will define our not-so-distant and far-off future? Hear from industry experts and participate in an open forum discussion on search today and tomorrow. Speakers ß Heather Dougherty, Analyst, Hitwise ß Jeremy Crane, Director, Search and Online Media, Compete ß Larry Mersman, VP, Trellian CONTEXTUAL ADS Earning Money From Contextual Ads This session looks at the way publishers can generate revenue by carrying contextual ads offered by major networks. Learn about some programs out there and tips on getting more from the ads you carry. Speakers ß Bryan Vu, Manager, AdSense Online Sales and Operations, Google ß Kurt Garbe, Entrepreneur in Residence, Advertising, Adobe Systems ß Jennifer Slegg, Owner, JenSense.com ß David Singh, Head of Search Practice Area, Underscore Marketing Information Sessions: Tuesday, April 8, 6-8 p.m. Grand Hyatt, Conference Level, Park Ave. (at Grand Central) Please call to RSVP. scps.nyu.edu/373 1-888-998-7204, ext.373 New York University is an affirmative action/equal opportunity institution. ©2008 New York University School of Continuing and Professional Studies 46 SES ß Vol. 2, Issue 2 | {NEW YORK, MARCH 2008} SearchEngineStrategies.com ß SES 47 Sessions SOCIAL SEARCH 4-5:15p FUNDAMENTALS CLICKZ VERTICAL & RETAIL Successful Tactics for Social Media Optimization (SMO) Community-built websites, Facebook, YouTube, Microsoft Tagspace, Wikipedia, and new sites allowing content to be shared through “tagging” can be a great way to tap into links and search-driven traffic. This session looks at some social media services and strategies to tap into them in an appropriate manner. Hear how-tos and tips from search marketers who have discovered what works today and what to avoid. Speakers ß Jennifer Laycock, Editor-in-Chief, Search Engine Guide ß Liana Evans, Director of Internet Marketing, KeyRelevance ß Tamera Kremer, Founder, Wildfire Strategic Marketing ß William Flaiz, VP, SEO & Web Analytics, Avenue A | Razorfish Managing PPC for Multiple Clients This session will define and discuss industry best practices in pay-perclick account management as well as discuss geographical ad targeting, best use of ad spend per keyword, targeting competitive vs. niche keywords, and managing multiple clients while using multiple ad tracks (AdWords, YSM, AdCenter, etc.). Speakers ß Kristjan Mar Hauksson, Director of Internet Marketing, Nordic eMarketing ß Gregg Galletta, Director of Sales, IndustryBrains ß Matt Van Wagner, President, Find Me Faster CSS, AJAX, Web 2.0 & Search Engines As the web moves into its second generation, sites are making more use of CSS, AJAX, and other advanced and interactive design techniques. But how are the largely Web 1.0 search engines reacting to these, from an SEO perspective? This session explores issues and solutions. Speakers ß Mikkel deMib Svendsen, Creative Director, deMib.com ß Jonathan Ashton, VP of SEO & Web Analytics, Agency.com ß Ben D’Angelo, Software Engineer, Google ß Eric Richmond, Founder, MediaManagement Dealing With Affiliates Affiliates can be a love ’em or hate ’em situation for search engine marketers. Affiliates can send plenty of traffic to your website, but they can also drive up the cost to purchase terms if you decide to maintain your own direct sales channel. This session aims to help you strike a working relationship with your affiliates — and the search engines themselves — that everyone can live with. Moderator ß Jeffrey Rohrs, VP, Agency & Search Marketing, ExactTarget Speakers ß Kristopher Jones, President & CEO, Pepperjam ß Jeff G. Molander, CEO, Molander & Associates Inc ß Jeff Ferguson, Director of Online Marketing, Napster 5:30-6:45p FUNDAMENTALS CLICKZ Ad Exchanges Are Changing Everything According to The Wall Street Journal, “The next big Internet race might turn the buying and selling of advertising space on websites into the online equivalent of the pork-bellies pit.” Early ad exchanges where advertisers and websites can buy and sell online advertising space have evolved into a broader battle over Internet advertising. The biggest Internet media companies, including Google, Microsoft, and Yahoo, are focusing attention and money on the emerging business. Marketers stand to win if the market finds ultimate efficiencies in branded media via auctions and exchanges. This session brings together executives from some of the leading ad exchanges to discuss this emerging category. Speakers ß Bill Wise, GM, Global Exchange, Right Media, a Yahoo company ß Jay Sears, SVP Strategic Products and Business Development, ADSDAQ by ContextWeb ß Michael Rubenstein, VP & General Manager, DoubleClick VERTICAL & RETAIL Big Brand Search Strategies: Build Connections and Fuel Online Promotions If 80% of web browsing starts with search, and consumers are spending up to 50% of their media time online, then why are many major brand companies spending on average only 2.5% of their media budgets online? As consumers search, they are expressing their interest in specific categories, brands, and interest areas. How can brand companies better connect with these hand-raisers, and how can they better leverage their offline media investments? And how can SEM dramatically improve those connections, conversion, brand health, and volume rates? Speakers ß Carol Kruse, VP of Global Interactive Marketing, The Coca Cola Company ß Eduardo Llach, Chief Marketing Officer & Co-founder, SearchRev The Business Case for SEO Content Development: Turning Words Into Action! According to Seth Godin, “the best SEO is good content.” However, many sites fail to leverage their site content, resulting in sluggish search engine rankings, low conversion rates, and lost opportunities. Learn how your company can strategize and create value-added content that dovetails with your lead generation, sales, and readership goals. This session will discuss: ß The business case for SEO content development ß In-house or outsource: things to consider ß SEO copywriting fundamentals ß SEO content development through the sales cycle ß The value of optimized content for publisher sites Moderator ß Anne Kennedy, Managing Partner, Beyond Ink Speakers ß Heather Lloyd-Martin, CEO, SuccessWorks Search Marketing ß Ulli Muenker, Search Marketing Manager, BusinessWeek STATS & RESEARCH The New Face of In-House Search As search engine marketing (SEM) grows in popularity, many companies are attempting to handle the SEM function in-house despite the inherent complexity and challenges. Join us for a spirited discussion and get a chance to meet some of these intrepid do-it-yourselfers behind the in-house movement as we debate the pros and cons of developing and training a dedicated in-house team. Laying the foundation for in-house SEO success, long-term cost savings, gaining project support at the executive level, leveraging innate knowledge, and creating accountability are just some of the topics to be discussed. Speakers ß Bill Hunt, CEO, Global Strategies International ß Olivier Lemaignen, Group Manager, Global Search Marketing, Intuit ß Marshall D. Simmonds, Chief Search Strategist, New York Times ß Bill Macaitis, VP of Online Marketing & SEO/SEM, Fox Interactive Media CLICKZ Selling Your Integrated Plan to the C-suite You know your stuff. You get it. You have an integrated plan that is based on logic, reason and known best practices. In today’s day and age it is hard to imagine the existence of old grey flannel suits with secretaries that still print out emails. Yet, there are few senior mangers who just don’t get it and it’s your job to convince them. What do you do? Well, you can give up or you can take it to the C-Suite. Hear from everyday practitioners who didn’t give up and counted a win for everyone out there fighting the good fight. Moderator ß Jeffrey Rohrs, VP, Agency & Search Marketing, ExactTarget Speakers ß Jessica Bowman, In-House SEO Consultant ß Susan Prater, Global Interactive Marketing Manager, Owens Corning ß Barbara C. Coll, CEO, WebMama.com Inc. ß Irene Rigos, Senior Ecommerce Manager, Wyndham Hotel Group STATS & RESEARCH SOCIAL SEARCH Searcher Behavior Research Update How do searchers interact with search engines? New research is constantly coming out revealing how searchers act. This session explores the latest studies and findings to provide tips and tactics for search marketers to consider. Social Media Research: Informing Search Strategies If search engines are tapping into human knowledge more widely through tagging, click-through tracking, search history features, and other methods, so can search marketers. Social networks, blogs, feeds, tagging, social bookmarking, and immersive game environments provide 24/7 real-time focus groups. Learn how Buzzmetrics, Cymfony, and others help quantify and reveal critical insights. Speakers ß Andrew C. Frank, Research VP, Gartner Media Industry Advisory Services ß Jonathan Ashton, VP of SEO & Web Analytics, Agency.com ß Rob Key, CEO, Converseon Sessions Speakers ß John Marshall, CTO, Market Motive ß Robert Murray, President, iProspect ß Edwin Wong, Director, Market Research, Yahoo! Search Marketing SOCIAL SEARCH VERTICAL & RETAIL Social Search: The Next Step Social media networking is changing the way people integrate the web into their lives. Still, this seems one small step for searchers, but a giant change for search media. What do media such as Eurekster, Wikia, Google, Yahoo, ZoomInfo, and Jookster have in store? As Google and Yahoo move into this space, will they retain share? What will the evolution of social media mean to marketing as customer behavior becomes nearly impossible to manipulate? Speakers ß Cris Pierry, Senior Director of Product Management, Yahoo! Search ß Simon Heseltine, Director of Search, RedBoots; Serengeti Communications ß Marty Weintraub, President, aimClear SearchEngineStrategies.com ß SES SEM Small Business Blitz 2:30-3:30p Afternoon Keynote Speaker ß Jason Calacanis, Founder & CEO, Mahalo.com, Inc. This session will provide a rapid-fire take on how to tackle the most popular SEM tactics with a small staff and an even smaller budget. We’ll feature practical, affordable ideas, and real-world examples on PPC, SEO, viral, blogging and social media. This isn’t a “how to do this” session so much as a “how to do it cheap and effectively” session. Speakers ß Jennifer Laycock, Editor-in-Chief, Search Engine Guide ß Stoney deGeyter, President, Pole Position Marketing ß Matt McGee, SEO Manager, Marchex 48 SES ß Vol. 2, Issue 2 | {NEW YORK, MARCH 2008} 49 Sessions Moderator ß Richard Zwicky, Founder & CEO, Enquisite Day 4: Thursday, March 20, 2008 9-9:45a Morning Keynote Speaker ß Andrew Tomkins, Chief Scientist, Yahoo! Research CLINICS MULTIMEDIA Contextual Ads & Ad Sense Clinic Video Search Optimization Producing video content? There are video search engines that specialize in gathering up your video and making it available to searchers seeking such content. This session looks at how to make your video more visible in these specialized services. Speakers ß Eric Papczun, Director of Natural Search, Performics ß Gregory Markel, Founder/President, Infuse Creative, LLC ß Arnaud Mauvais, VP, Truveo & VP of AOL 11:15a-12:15p HYBRID This interactive session takes volunteers from the audience and examines their websites live to provide general feedback about improving them to do better from Google AdSense and other contextual ad placements. Speakers ß Bryan Vu, AdSense Associate Manager, Google ß Jennifer Slegg, Owner, JenSense.com ß Dani Horowitz, Owner, DaniWeb OldTimers on Search The OldTimers organization is a members-only community consisting of long-time top-leading decision-makers and influencers in the digital media and marketing industry. OldTimers interact with their peers in a private, highly confidential and relaxed virtual space on topics that impact the online marketing environment such as predictions on industry happenings, issues and trends, online measurement, media buying, cross platform deals, emerging media, and technology. With a membership in excess of 400, the group uses this network as a resource for education, career opportunities, information, and network for business opportunities at large. 12:45-1:45p HYBRID 10-11a HYBRID ADVERTISING Trends in Mobile Search According to a recent study from the Pew Research Center, Americans are becoming increasingly dependent on their mobile phones. As advertisers find it more challenging to reach consumers via traditional media, mobile is an increasingly attractive channel for brands.We’ll discuss include the current state of mobile marketing, linking relevant results to mobility, search integration with mapping applications, search and realtime store pricing, voice-activated search, and SMS-based search. Speaker ß Farhan Memon, Senior Product Manager, AOL Search My Search is Better Than Your Search The entrepreneurs and those who dare to do things differently have shaped the web and search as we know it. Is innovation dead? We at Search Engine Strategies and AltSearchEngines don’t think so. Though most experts agree there will be no “Google Killer,” there will be several emerging technologies that will shape the way we search, find, and retain content. Speakers ß Kevin Ryan, VP, Global Content Director, SES & Search Engine Watch ß Charles Knight, Editor, ReadWriteWeb network blog, AltSearchEngines The Sempo Survey: 2007 State of the Market ORGANIC Usability & SEO: 2 Wins For The Price of 1 Build a user-friendly site, and chances are you’ve also built a search engine-friendly site. Learn how good usability can help your human visitors plus bring in the search traffic. Speakers ß Matthew Bailey, President, SiteLogic ß Kathleen Fealy, President, KF Multimedia & Web, Inc. ORGANIC Beyond Linkbait: Getting Authoritative Online Mentions Link building is crucial, but linkbait tactics that worked this year may not be as effective next year. This session focuses on the underlying quality as well as ingenuity needed to get other websites to link to you early and often. It will also explain how you should approach journalists, bloggers, and other authoritative sources to enhance your company’s online reputation, whether or not you get links. Speakers ß Chris Boggs, Manager, SEO, eMergent Marketing/BRULANT, Inc. ß Sally Falkow, President, Expansion Plus Inc. ß Lee Odden, CEO, TopRank Online Marketing ORGANIC Meet the Crawlers Representatives from major crawler-based search engines cover how to submit and feed them content, with plenty of Q&A time to cover issues related to ranking well and being indexed. Moderator ß Mike Grehan, Founder & CEO, Searchvisible Ltd. Speakers ß Sean Suchter, VP, Yahoo Search Technology Engineering, Yahoo ß Evan Roseman, Software Engineer, Google CLINICS MULTIMEDIA 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 traffic from search engines. Speakers ß Matthew Bailey, President, SiteLogic ß Jennifer Laycock, Editor-in-Chief, Search Engine Guide Podcast & Audio Search Optimization With the inclusion of audio results in the main search pages, search marketers must now include audio (podcast) optimization in their tactical toolkits. This session will cover the why and how of audio search optimization, including how to use RSS to increase reach. Speakers ß Amanda Watlington, Owner, Searching for Profit ß Daron Babin, CEO, Webmaster Radio MULTIMEDIA Images & Search Engines ADVERTISING Staffing Up for Search Sessions Moderator ß Kevin Ryan, VP, Global Content Director, SES & Search Engine Watch Speakers ß Frank Watson, CEO, Kangamurra Media ß Kendall Allen, Managing Director, Incognito Digital ß Mike Moran, Distinguished Engineer, IBM ß Nell Thompson, Director of Education, Media Arts, Full Sail College Speakers ß Liana Evans, Director of Internet Marketing, KeyRelevance ß Cris Pierry, Senior Director of Product Management, Yahoo Search ß Chase Norlin, CEO, Pixsy Corporation Cost: Full-day registration cost $1,345. Half-day registration cost $745. Training can be taken in addition to the SES New York conference or independently, as workshops are on the Friday following the event. Track 1 ADVERTISING Track 2 Continental Breakfast Track 3 SEM Agencies: Working With Ad Agencies Despite the acquisitions, there remain plenty of pure-play SEM shops that stand independent from traditional ad agencies. This session looks at how SEM firms can survive and thrive in the ad agency world through partnerships, coexisting, and other means. Speakers ß Dan Kashman, SVP, Business Development, Reprise Media ß Scott Orth, Director of Internet Marketing, GTS ß David Hoffman, Search Smart Marketing 7:30-8a 8a-12p 12-1p 1-5p Search & Analytics Workshop: Using Analytics to Increase Search Effectiveness Viral Marketing & Link Baiting CLINICS Link and Reputation Workshop Lunch Break A Crash Course in Local Search Optimizing for Universal Search 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 traffic from search engines. Speakers ß Jake Baillie, Managing Director, STN Labs ß Damian Finlay, Managing Director, Epiar Inc. The 7-Step RSS/Content Syndication/SEO Strategy 50 SES ß Vol. 2, Issue 2 | {NEW YORK, MARCH 2008} SearchEngineStrategies.com ß SES 51 Sessions Search expertise is in demand, and the talent shortage may be at its peak. Where should you look for search experts? What qualities make the best hires? What tactics should you deploy when building up an inhouse SEO or agency search marketing team? In this session, you will hear practical advice from experts in the trenches. Regular search engines can’t understand text trapped within images, and this session looks at strategies to combat this problem for the image-intensive site. It also examines how to generate traffic using your images via image-specific search engines. Search Training Classes: Friday, March 21 SES presents Search Engine Marketing (SEM) Training. Workshops covering optimization and advertising strategies, analytics, tactics and best practices are available. Seats are limited in order to keep the training intimate, so please register early. Jennifer Laycock, Matt Bailey, Dixon Jones, Doug Hay, Sally Falkow, Greg Jarboe, Amanda Watlington and Mary Bowling all present on-site to help you grow your business. TRACK 1 (8a-12p) Viral Marketing and Link Baiting In this workshop, you will gain a better understanding of the concepts, ideas, and implementations that are required to launch a viral marketing or link-baiting campaign. You’ll learn why the Internet has created a unique environment that allows for rapid, inexpensive word-of-mouth marketing, and how you can harness that environment to promote your own products and services. The workshop will give real-life examples of both good and bad viral marketing campaigns and will share insight on how your business can capitalize on your competitor’s viral disasters. This workshop will also focus on how you can make use of consumer-generated media environments like social media outlets, blog marketing, discussion forums, and more to both monitor and expand your company’s online persona. Who Should Attend? This workshop is for marketers and business owners who want to learn more about harnessing the power of viral marketing to build buzz about their business online. It also covers the topic of link baiting and explains how unique and creative content development can help launch both viral and link-baiting campaigns. Instructor Jennifer Laycock is the Editor-in-Chief of Search Engine Guide, an online publication aimed at educating small business owners about search engine marketing, viral marketing, social media marketing, and blogging. Jennifer also operates as an independent online marketing consultant, specializing in organic search marketing and viral marketing. Her clients have included companies like Verizon, American Greetings, Highlights for Children, and Option-Line, a national crisis-pregnancy hotline. She is also the author of the popular e-books “The Small Business Guide to Search Engine Marketing” and “Zero Dollars, a Little Talent and Thirty Days.” Jennifer is a requested speaker and has served as both a panelist and a moderator at Incisive Media’s popular Search Engine Strategies conferences, the eComXpo virtual trade show, Microsoft’s Small Business Summit, and several local search marketing training seminars. In 2005, Jennifer delivered the keynote presentation at the MIVA Small Business Conference. She has also been interviewed and quoted by a variety of publications, including The Financial Times, USA Today, The San Francisco Chronicle, The Wall Street Journal, The Washington Post, and Entrepreneur magazine. tion in the travel industry. Dixon Jones has spoken internationally about the importance of online link development for six years. Receptional formed in 1999 when a large London property asked Dixon to look at why no serious prospects were looking at their website. Since then, one in three occupants in the large property in Mayfair found their temporary home via the Internet — clearly a dramatic turnaround. Dixon Jones is also a moderator on Webmasterworld, covering the Microsoft and the Tracking & Logging forums. Who Should Attend? This workshop is for anyone who is responsible for a website or for reporting on website activity, success or failure. Site owners, marketers, managers and SEO firms wishing to add analytics to their services will all benefit from this instruction. Instructor Matt Bailey is president and founder of SiteLogic Marketing and an internationally-recognized authority on search engine marketing, website analytics, usability, and accessibility. As a consulting and training company, SiteLogic focuses on helping organizations take control of their websites and their web marketing plans. Sought after worldwide as a seminar presenter and teacher, Matt speaks regularly for The Direct Marketing Association, Search Engine Strategies conferences and training, the American Advertising Federation, and many private training seminars. Matt is known for his conversational, entertaining speaking style and his ability to make technical topics both understandable and practical. Matt oversees The Direct Marketing Association’s SEO Training Program and is the trainer for the DMA’s Web Marketing Seminar. He has consulted with hundreds of companies including Goodyear, Hilton International, JCrew, Gradall, Moen Faucets, American Greetings, and Samsonite. tries. This niche of travel and tourism has always had a primary focus on location, so Mary has developed special expertise in local search optimization. She researches, develops, implements, and tests SEO techniques across a wide range of clients in many different places on a continual basis. She then establishes best practices and trains others on them. Mary performs research and development functions for her company, has written several free marketing whitepapers, moderates online chats for search engine workshops and EMarketing Talk Show and contributes numerous articles on search engine optimization and search engine marketing to blogs in the marketing and travel industries. Mary presented on the convergence of travel tsarch, local search, and mobile search at the inaugural SES Travel conference and regularly attends conferences like Webmaster World PubCon and SMX Local Mobile Summit to keep up with industry trends and stay at the front of the SEO pack. TRACK 3 (8a-12p) Optimizing for Universal Search Universal search changes everything! The advent of Google’s universal search has been called “the most radical change to its search results ever.” So, how do you take advantage of Google’s new approach that blends listings from news, maps, video, and image search among those it gathers from web search? In other words, how do you get found in all the right places? Who Should Attend? Everyone who promotes websites as part of their work should attend this workshop. Web marketers should understand how to optimize and leverage their content and its distribution across news, image, and video search engines. Instructors Greg Jarboe is the president and co-founder of SEO-PR, a search engine optimization firm and public relations agency with offices in San Francisco and Boston. He is also a partner in Newsforce, developer of an integrated suite of press release SEO tools. Greg is a frequent speaker at Search Engine Strategies, WebmasterWorld’s PubCon, and public relations conferences. He is also the news search, blog search, and PR correspondent for the Search Engine Watch Blog. Amanda Watlington Ph.D., A.P.R. Before setting up Searching for Profit, Amanda was director of research for a leading search engine optimization firm. Her consultancy focuses on how businesses can leverage search engines and new media such as blogging, RSS, and podcasting to achieve marketing objectives. She has over 20 years of experience as a communications, sales and business strategy consultant, and 10 years as a web marketer. Amanda has developed award-winning print, web, training, and presentation media. She has developed patent-pending language-based analytic tools and methodologies to support search engine marketing campaigns. She is a renowned expert on blogs, podcasting, and the language and psychology of search. The clients she has worked with include Fortune 500 companies, search engines, publishers, and e-commerce merchants. TRACK 3 (1-5p) The 7-Step RSS/Content Syndication/ SEO Strategy RSS and content syndication can boost search engine ranking and visibility, drive traffic to your site, and build links. If you’re wondering how to get started with RSS marketing, this workshop has the answers. This handson workshop will take you through the steps and give you your personal RSS marketing checklist. According to Jupiter Research, 30% of marketers surveyed said that they have implemented RSS feeds because of customer demand. Content syndication with RSS is a powerful SEO strategy that will build links and increase your organic search ranking. RSS is a simple technology that allows you to easily get your new content updates delivered to your target audiences (subscribers, bloggers, journalists, employees, investors, and other key influencers), websites looking for good content to publish, specialized search engines, directories, and other online systems. It can boost your search engine rankings and drive qualified traffic to your site. Who Should Attend? Marketing managers, PR managers, PR agencies, and anyone tasked with web strategy and online marketing. Instructors Doug Hay is the co-founder and CEO of Expansion Plus Inc, a leading Los Angeles-based Internet marketing and public relations firm. E+ offers full-service organic search programs, new media consulting, website optimization, SEO link building, online press releases, blogs, e-mail campaigns, content syndication (RSS feeds) and social media consulting. 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 field of online PR, brand awareness, blogger relations and news search. Read her blog at http://falkow.blogsite.com. SearchEngineStrategies.com ß SES TRACK 2 (1-5p) A Crash Course in Local Search Everyday more and more people turn to the Internet to find information about products and services that are nearby. Local businesses that do not appear where they are looking have zero chance of being found in these queries. This course will give you the knowledge you need to compete effectively in the local online marketplace and get found when and where potential customers look for you. Who Should Attend? Everyone who is interested in learning how local search works and how they can maximize their local presence on the Internet should attend this session. Brick-andmortar businesses and in-house marketers will learn how to best compete online and the most effective methods of promoting their products, services, and locations across the Internet. Search engine marketing agencies will get a clear understanding of how they can best help their clients with physical locations and defined service areas to prosper online. They will also learn why the Internet Yellow Pages are such fierce competitors in local search markets and what they need to do to compete more effectively with them. Internet Yellow Pages marketers will learn how local search works and that a little search engine optimization can go a very long way. They will better understand the areas at which the search engine marketers currently excel. Learning more about local search will enable them to communicate more effectively with their clients and to improve their own marketing mix. Instructor Mary Bowling is the senior SEO consultant for Blizzard Internet Marketing, Inc, a mid-sized agency that specializes in providing complete online services to a select group of clients in the hotel, hospitality, and resort indus- TRACK 2 (8a-12p) Sessions Searchers and engines alike are more likely to use and recommend your business if there are more third-party sources recommending you in the correct context. This workshop looks at the misnomers of link building and brings the concept of link building away from search engine manipulation and back to sound marketing principals. The workshop will start with the ways in which you can build up an “audit” of a site’s link structure and strategy, with a view to developing a coherent link and reputation development strategy that transcends search engines while remaining sympathetic to the way in which they aim to work. Who Should Attend? This workshop is for PR professionals, brand managers, and marketers responsible for building or managing online brands as well as in-house search marketers looking to avoid the pitfalls of link building from a search engine perspective. Instructor Dixon Jones has been a speaker at SES conferences since 2002 and is the managing director of Receptional LTD, which provides a tailored Internet marketing consultancy for many organizations in the U.K., having carried out tasks for groups as diverse as Nokia, Daily Mail Group, and MoneyCorp. Receptional also works closely as a partner and advisors to Leisure DirecSES ß Vol. 2, Issue 2 | {NEW YORK, MARCH 2008} TRACK 1 (1-5p) Search & Analytics Workshop: Using Analytics to Increase Search Effectiveness Unless there is a goal for the site, there is no sense measuring anything. 70% of website owners and managers do not track anything beside “hits” to their website. Most website managers want to track, but aren’t sure what or how. Analytics are a gold mine of information, just waiting to be uncovered. The results of your campaigns, effectiveness of the website, and the efficiency of your rankings can all be measured with a good analytics program. Unfortunately, many site managers do not make changes to the website without prior measurement, nor do they measure after the changes. As a result, there are many changes to sites that are not based on facts, merely assumptions. Similarly, if changes are not analyzed, then there can be no clear understanding of whether or not improvements made a difference on the site or to the bottom line. 52 53 Sessions Link and Reputation Workshop IS EVERYWHERE OMNITURE BOOTH #1112 SEE US AT omniture.com 54 SES ß Vol. 2, Issue 2 | {NEW YORK, MARCH 2008} SearchEngineStrategies.com ß SES 55 WHERE’S SEARCH HEADING? Ask Yahoo’s Chief Scientist BY KEVIN RYAN Search Engine Watch T BY KEVIN NEWCOMB Managing Editor, Search Engine Watch Y ahoo is taking a task-based approach to its search strategy, improving results to focus on the user’s task stage, according to Andrew Tomkins, chief scientist for search at Yahoo. A search engine can make changes in two basic ways to today’s search experience. It can take a top-down approach, starting with the user, and make changes to the way it understands and processes queries. Or it can take a bottom-up approach, improving the way the search engine extracts information and understands the content it has indexed. At Yahoo, as at other search engines, See researchers are approaching search from both Andrew directions. The common theme behind eveTomkins’ rything they’re doing is to make it easier for users to accomplish their tasks and get things keynote done, according to Tomkins. Thursday, Tomkins spent the last few years at YaMarch 20, hoo Research, working on projects that will at 9 a.m. guide the future of Yahoo Search. A few months ago, he was named chief scientist for web search. In his new role, he puts some of those research projects into action. Tomkins will speak at SES New York’s morning keynote session on Thursday, March 20. He will share some ideas about search’s future and how Yahoo has begun moving toward a new way of interacting with users. “I like to think of search as the place people start for a lot of things they want to do. Sometimes, they get their answer and they’re done. Other times, it’s part of a process that may take months to complete, like buying a house or researching highdef televisions,” Tomkins said. “The next generation of search will be about understanding the task a user has in mind and changing the way search operates to get those things done.” For example, users searching on general terms about HDTV might be shown broad research material. As they move closer to a purchase, they’d be shown more specific results, like reviews and price comparisons, he said. “What’s it really take to get the job done? We want to make task fulfillment seamless, both on and off the web,” Tomkins said. his just in: Google, Yahoo, and Microsoft have agreed to combine forces to create universally accessible platforms while providing clearly unbiased information access points for all humanity. Well, maybe not. It looks a little more like this: Google, Yahoo, and Microsoft do battle over search and platform-restrictive productivity enhancements. Senior managers all stand to make billions while they bicker over which company is the most altruistic. Well, maybe that’s a bit harsh. Here’s an industry insider’s view of the situation in a nutshell. Tears of Green The strengths and weaknesses of each company involved in the discussions to date have been clearly defined. Hitwise reported that for the week ending Feb. 16, the combined assets of Microsoft and Yahoo represented 15.6 percent of all Internet visits, compared to 7.7 percent for Google. In the search world, Google represented 66.2 percent of search activity for January, while Yahoo and Microsoft only represented 27.7 percent of searches. Of course, there’s a whole lot more to the web than search. Leaving aside international arenas in which Yahoo still dominates, there are many important strong points for Yahoo. For the same time period in February, Hitwise reported that Yahoo was number one in e-mail, with 54.4 percent U.S. market share (compared to Gmail’s 5.8 percent); Yahoo News had 7.6 percent U.S. market share; and Yahoo Finance had 29.2 percent. In each of these three examples, MSN sites ranked second. Beyond search, Yahoocrosoft sounds like a sweet deal. occasional mainstream press op-ed. Microsoft dominates the software world, and Google dominates the search world. Both companies have been competing for talent and audience share while the consuming public searches for technology that actually works. In fall 2005, rumor has it Steve Ballmer threw a chair and went a little ballistic when a top Microsoft employee decided to go the Google way. Yahoo has been getting hit pretty hard in the press because analysts compare Yahoo’s search traffic and revenue with Google’s, don’t understand the business, and declare Yahoo legally dead. While Yahoo was busy contemplating buyout and merger offers, Microsoft came across the table with its own offer. When Yahoo didn’t respond to said offer fast enough, Big Blue went public with it and all Hades broke loose. gers and call it what it is: a race for big money — nothing more. Arguing Over Spilled Megabytes If I were Google, instead of publicly crying sour grapes, I’d be waiting anxiously for the potential buyout and capitalizing on the obvious opportunities that exist when two competitors come together. Confused audiences seeking stability could find solace in Google’s ever-advancing product offerings, while Yahoocrosoft sorts out merger details. Since Google’s Q4 earnings call indicated a slower than expected social media revenue growth situation, focusing on opportunities there might not be a bad idea. Additionally, everyone cashing out who doesn’t suddenly become an angel investor (and, therefore, an instant expert on everything), along with disenchanted employees that every merger produces, could be great new hires for Google. Yahoo doesn’t need Microsoft; it could partner up with Google, sell to AOL, or even continue going it alone. The next few months (years?) promise to be very exciting in the search world. We can only hope thinking about the long game at some point reaches top-ofmind status. This column originally ran on Search Engine Watch. Caged Fury Google has since come out in support of Yahoo against a hostile takeover by Microsoft. I was shocked. It doesn’t seem petty and cheap at all, particularly in light of how outspoken Microsoft has been against Google’s acquisition of DoubleClick. Naturally, there was a bit of thought involved in the potential Yahoo buyout. Yet for a whole lot of reasons, the Internet world seems a bit confused about how it will all shake out. Yahoo shareholders at this point have decided that Yahoocrosoft isn’t a good idea. What the FTC would think of it, should Microsoft come back with a better offer, is still unknown. What I find particularly nauseating in this whole thing is the public posturing. Usually, a merger like this will mean consolidation, which translates into a whole lot of people losing their jobs, along with at least a year or two of painful consolidations and headaches for consumers. Meanwhile back in the PR boxing ring, the combatants involved are declaring themselves “tech providers of the people,” while chanting “The Battle Hymn of the Republic,” or something along those lines. Stop crying foul and pointing fin- Yahoo’s Refined Approach to Search Yahoo began giving glimpses into where its search is headed last year when it added the Search Assist layer of query refinements in October. When a user begins typing a query, some suggestions are presented that finish or expand a query, or offer related concepts. [ TOMKINS CONTINUED ON PAGE 62 ] MN N N MM N M MN 56 Unshelled Nuts — FIONN DOWNHILL, CEO & PRESIDENT, ELIXIR SYSTEMS Microsoft’s bitter rivalry with Google over the years has been the subject of entertaining blog fodder and the Kevin Ryan is the global content director for Search Engine Watch and Search Engine Strategies. He’s a seasoned search and advertising industry veteran. His former roles include VP, interactive media, for the Interpublic Group agency Wahlstrom Interactive, and CEO of Kinetic Results, a 2006 Advertising Age Top 20 search engine marketing firm. Kevin recently founded strategic consulting firm Motivity Marketing and has published over 200 articles on search and interactive marketing. His former client roster includes notable brands, such as Rolex Watch USA, State Farm Insurance, Farmers Insurance, Minolta Corporation, Samsung Electronics America, Toyota Motor Sales USA, Panasonic Services, and the Hilton Hotels brands. Additionally, Kevin has volunteered his time for the Interactive Advertising Bureau (IAB), Search Engine Marketing Professional Organization (SEMPO), and several regional nonprofit organizations. SearchEngineStrategies.com ß SES SES ß Vol. 2, Issue 2 | {NEW YORK, MARCH 2008} 57 Interview: Nicholas Carr, author, The Big Switch ß By Kevin Ryan, Editor in Chief, SES Nicholas Carr, former executive editor of the Harvard Business Review, writes and speaks on technology, business, and culture. His new book, The Big Switch: Rewiring the World, from Edison to Google, explores the future of computing and its implications for business and society. Carr writes regularly for the Financial Times, Strategy & Business, and The Guardian. Carr’s articles have appeared in The New York Times, MIT Sloan Management Review, Wired, and Business 2.0. He publishes often in his acclaimed blog Rough Type. Carr has spoken at MIT, Harvard, Wharton, the Kennedy School of Government, Moscow State University, and NASA, in addition to many professional conferences and events throughout Europe, Asia, and the Americas. Kevin Ryan, VP of Global Content for SES, recently interviewed Carr about the forces driving the adoption of cloud computing, the dangers of Big Brother, and the ethics of search engine optimization. Kevin Ryan: Your 2004 book, Does IT Matter? Information Technology and the Corrosion of Competitive Advantage, described the plug-in IT world. Now we are looking at a plug-in computing world. What factors do you think will force this change? Nicholas Carr: I think it’s a combination of technical and economic factors. On the technology side, advances in networking, virtualization, parallel processing, and software are combining to make it possible to deliver rich applications over the Net in a way that is often superior to running similar applications on local machines. Shared software makes collaboration much easier — for instance, as we see in social networks and other Web 2.0 sites. Consolidating apps in central data centers also provides big economic benefits through scale economies in hardware, software, labor, and other resources like electricity. So that combination of ongoing technological advances and growing economic benefits are going to continue to push computing functions out into the so-called cloud. KR: The central data and application central warehousing issue is interesting, and we have already seen some applications go virtual from Google. Do you think consumers will adopt this en masse, or are we looking at a slow adoption process over a period of many years? NC: What we’ve seen with the Internet from the very start is that people draw little distinction between applications installed on their hard drives and applications running over the Net — they just go with whichever option provides the greatest convenience, the best features, and the lowest cost. As web apps continue to improve, in terms of features and speed, I think we’ll see consumers accelerate their shift from private to public apps, and they’ll store more and more of their data online. The shift will proceed over many years, but if you look at how young people in particular are using their computers, you could argue that they’re already mainly operating in the cloud. The idea of buying, installing, and maintaining Interview: Jason Calacanis, Founder & CEO, Mahalo.com ß By Kevin Heisler, Executive Editor, Search Engine Watch packaged software is becoming foreign to them. _ 58 Nicholas Carr’s keynote presentation will take place Tuesday, March 18, 9-10 a.m. KR: Software and other application developers, along with hardware manufacturers, seem to be pushing out technology before it’s ready. Will consumer apathy induced by technology overload and frustration override Big Brother and privacy concerns? NC: People say they’re worried about online privacy, and it’s certainly true when it comes to things like compromised financial accounts. But in general, most of us are willing to trade our privacy for greater convenience, lower prices, and more personalized information. I don’t see any reason to believe that will change. The danger is that, as data mining software grows even more sophisticated, we’ll end up giving companies and even governments the ability to monitor and manipulate us in ways we won’t even be aware of. I’d like to say that won’t happen, but I’m afraid I Q A After Bubble 1.0 burst, Jason Calacanis renamed his Silicon Alley Reporter (see right-hand column) the VentureReporter and sold it to Dow Jones — now Rupert’s DJ. Five years ago, Jason sold Weblogs, Inc. (a network with 85 blogs) to AOL for $25 million. He recently founded the human search engine Mahalo. He’s also become the most-followed person in the world on Twitter, vaulting past Robert “Naked Conversations” Scoble. If Kevin Ryan is the Howard Stern of search (per Yahoo’s Ron Belanger), then Jason Calacanis may be Don Imus. Kevin Heisler: You’re a natural-born seller. Everyone expects you to pitch Mahalo. Shall we get that out of the way now? Pitch us. Jason Calacanis: I pitched Mahalo to search industry three years ago before I had the idea. No need to explain it again. [ CARR CONTINUED ON PAGE 62 ] Remember when... KH: Big picture: What are the factors pushing computing into the cloud? JC: Free is the driving force in software today. Real e-mail (IMAP/POP), backup, and office suites are all free today, and that was unthinkable 10 or 20 years ago. In another 10 years, there will be things like unlimited web hosting, wireless access, and mobile phones. Anything that can be paid for will become free in my mind. I’m betting the Kindle will be free, with a subscription to audio books and e-books, this year. KH: About a month ago, you were the number one user of Twitter, per Twitterholic. Why should the SES audience use Twitter, and what can they expect by following you? JC: My Twitter feed is perfectly balanced: 33 percent insightful commentary, 33 percent my personal life, and 33 percent spam. KH: You blogged on calacanis.com: “If there was one other company I could be [ CALACANIS CONTINUED ON NEXT PAGE ] Jason’s newsletter (the 1996 premiere issue is seen above) became The Silicon Alley Reporter, a glossy magazine that celebrated New York’s new media industry. After changing the name to the VentureReporter, Calcanis sold the publication to Dow Jones. SearchEngineStrategies.com ß SES SES ß Vol. 2, Issue 2 | {NEW YORK, MARCH 2008} 59 [ CALACANIS FROM PAGE 59 ] the CEO of (after Mahalo), it would be Twitter.” Why? JC: I think it’s the next company to [have] 100 million users a month and a $1 billion valuation. It’s the new IRC, POP, RSS, XML, Jabber, or pick your format — and it’s proprietary but open. The value of Twitter will be huge in five years. It will be the next global communications platform. KH: Then you named some surprising companies, none a sure thing: Ning, CNET, About.com, and Qik. Jeremiah Owyang (Forrester Research) noted scores of vendors in the white-label social search platform business are flooding the market. Low barriers to entry, easy-to-deploy software, media, and VC-fueled frenzy. JC: Ning is going to be huge because people will want to own their social network. A decade ago, folks thought a GeoCities page or a blog at blogspot. com was just fine. Then their blog or personal page became important to them, and they wanted to have it at mydomainname.com. The same will happen to Facebook and MySpace. Folks will realize their social network is worth a lot of money, and they will want 100 percent control over it. Today, you have the illusion of control on social networks, but the truth is you don’t own your own profile, and it can be taken from you at any time. KH: About.com was the original human-updated directory. It’s now searchoptimized by The New York Times’ SEO (search engine optimization) honcho, Marshall Simmonds. Would you update it with Mahalo-style features? JC: I would like to own it just for the brand and for the Guides. Sure, the quality has gone down over the years due to neglect from a funding standpoint, but the mission is still there: to guide people. Since I can’t have the brand, maybe I should just reach out to the Guides? KH: CEO of CNET? They’re fighting with a consortium of activist investors led by hedge fund JANA Partners, 60 which wants to expand the board and nominate its own directors in a bid to boost its share price. Are you a glutton for punishment? Or do you think by the time this hits print, Google will already have a stake in CNET Networks? JC: There are great nuggets inside of CNET, so I would want to own that for very specific properties they’ve bought over the years that I think could break out if someone really got down to business with them. KH: Qik, you tested it. Live videocasting from a mobile phone via Internet connection streamed straight to a site with 5-second delay. Plays well with Twitter. Why not just buy the company? JC: I’ve learned long ago that it’s really hard to run multiple companies at the same time. I’m 110 percent focused on Mahalo and 20 percent focused on the TechCrunch40 event. That’s my life going forward for some time to come. Qik is the first of many services to have this feature, so it’s their game to lose. Frankly, I’m thinking Twitter will allow video, audio, and photos soon. I’ve been pushing them on it hard. KH: There are a lot of questions about privacy and Big Brother. Software and application developers and hardware manufacturers seem to be pushing technology out before it’s ready. Will consumer apathy induced by technology overload and frustration override Big Brother and privacy concerns? JC: Users don’t care about security until it’s compromised. Same thing with backups. So, the natural order of things is companies don’t focus on security and privacy until something like the AOL Data Valdez happens. Then everyone gets focused again. It will go back and forth, but the truth is Andy Warhol and Josh Harris were right: people want to live in public. KH: Nick Carr cautioned SEO professionals to use their power ethically. What advice would you offer to SEO companies faced with ongoing ethical dilemmas? Or is the Internet by definition amoral? _ Jason Calacanis’ keynote presentation will take place Wednesday, March 19, 2:30-3:30 p.m. JC: SEOs have two choices: (1) commit seppuku, or (2) turn from the dark side and make amazing content and services that help people. Social search and the semantic web are the end of black-hat SEO. It will take five years, but the clock is ticking... tick tock, SEOs! Look, no SEO can crack Mahalo; it just can’t be done. Any spam or thin affiliate site that makes its way into Mahalo will be rejected very quickly by the community. As time goes on, the amount of work for an SEO to rank a thin site is going to be two to three times the amount of time it takes to make a sustainable, highquality site. Would you rather spend six months trying to get cheap-mobilephones.com to rank or spend six months investing in the next Engadget? Frankly, most SEOs are really smart and hard working; they’re just horribly misguided. They focus too much on the tricks to get people in the door and not enough on what people eat when they’re inside the restaurant. I think SEOs are highly adaptable, so I suspect you’ll see a large number of black-hat SEOs throw the flag up and go legit. I know many are already doing that. KH: The Donald asks you to revive The Apprentice. Who’s in the boardroom, who gets to play, what’s the prize, and what tasks would your apprentices have to complete? JC: Hmmm, that’s an interesting question. Task: build a site that ranks for the keyword mortgage. Highest rank wins. Participants: Michael Grey, Nick Denton, and Martin Nisenholtz from The New York Times. Boardroom associates would be Marissa Mayer and Mark Cuban. The prize is $1 million in AdWords, 12 hours on the Google Jet, and a MacBook Air autographed by Steve Jobs. New York | July 22, 2008 The ClickZ Network is the world’s largest online resource of interactive marketing news, information, commentary, advice, opinion, research, and reference. From search to email, technology to trends, our experts provide exclusive and in-depth coverage. As an extension of our online offerings, the ClickZ Network hosts a series of forums each year that help marketers, business owners, and executives do their jobs more effectively. ClickZ Specifics: Online Video Advertising More and more advertisers and marketers are adopting online and interactive forms of video. Over a quarter of consumers said they regularly watch video online, while the top video aggregators disseminate millions of streams every day. Video formats are more effective for marketers and more lucrative for publishers. Advertisers, marketers, publishers, and content providers who are using or considering this very fast-moving medium can quickly get up to speed on the formats, considerations, strategy, results, and creative in these immersive forums. — Space is limited, so reserve your forum pass today — http://events.clickz.com SES ß Vol. 2, Issue 2 | {NEW YORK, MARCH 2008} SearchEngineStrategies.com ß SES 61 [ TOMKINS FROM PAGE 56 ] “The new style of search is much more of a conversation,” Tomkins said. “It focuses on increasing a user’s productivity, helping them complete complex tasks to get to their goal.” The engine has also been offering Shortcuts for some time, as Google has done with its OneBox results, Ask with its Smart Answers, and Microsoft with its Instant Answers. In October, Yahoo made its general search results a blended search experience, with more photos, videos, and Shortcuts. It also expanded the number of common tasks it’s created Shortcuts for, adding more results pulled from Yahoo properties like Flickr, Upcoming, and Yahoo Answers, as well as from third-party sites like YouTube. For example, a search on a current movie title returns links to the trailer, reviews, show times, and ticket information. Yahoo decides which results to add these Shortcuts to by examining its query logs and identifying where users ended up for the most common queries. Examining the logs and programming those results gives Yahoo a deeper understanding of what the user is trying to accomplish, Tomkins said. intent, Yahoo is instead focusing on exposing “levers” that will help users to refine their own search experience, Tomkins said. “The user is the end arbiter,” he said. “Instead of trying to control the experience, we’d rather give them different ways to indicate or confirm their intent. It’s more like driving a car than getting on a train; they have the ability to control their destination.” Yahoo sees search as one of many tools that users come to the site for, alongside news, mail, and research on “life stuff,” like real estate, food, and autos, Tomkins said. With a large audience of engaged visitors, Yahoo is in the perfect position to understand the tasks people want to accomplish and how to create a search experience to match up with that, he said. to squeeze what they can from what they see users engaging in.” A likely result of that kind of research might include new ways to rank content based on the search engine’s understanding of a query and the task a user is engaged in, he said. For search marketing practitioners, the best way to prepare for that kind of algorithm change would be to design a website along similar lines and build what would be most useful to users at various stages of their tasks, Tomkins said. “The best strategy for ranking will be to find a sweet spot for user needs and customize pages to meet those needs — then rely on the engines to discern that value,” Tomkins said. “We’ll unlock the value of narrow, task-focused material.” Kevin Newcomb is managing editor for Search Engine Watch, the premier resource for search engine marketing professionals. SEW offers the latest search industry news and analysis, as well as resources to teach the strategies and tactics of search engine marketing, search engine optimization, and social media marketing. Kevin joined Search Engine Watch in December 2006. He has been covering the interactive marketing space since 2004, and has been reporting on web-based businesses since 2000. With a combination of real-world marketing experience and years of business journalism, Kevin brings to Search Engine Watch a unique ability to deliver news and training materials that help search marketers do their jobs better. MAGAZINES EVENTS Strategies and solutions for profitable direct marketing. TargetMarketingMag.com Features the industry’s top suppliers of cutting-edge publishing products and services. Brought to you by Publishing Executive Conference & Expo and Book Business Conference & Expo. Visit pubxpo.com The nation’s leading print competition and awards gala. Visit goldink.com Devoted exclusively to the business of multichannel commerce! CatalogSuccess.com NEWSLETTERS Your premier inside source for direct mail trends and analysis! insidedirectmail.com A privately circulated newsletter for list professionals and mailers New Signals of Relevance For the past 10 years, most search engines have relied heavily on analyzing anchor text, links, and content to determine relevance, he said. Recently, research by the top search engines has looked at other signals, such as user clicks and engagement, that might indicate search result relevance. “The search engine landscape is very much trying to take advantage of those signals,” Tomkins said. “They’re trying Provides fundraising professionals with strategies for effective campaign management. FundRaisingSuccessMag.com A free weekly e-mail newsletter containing useful direct marketing tips. Visit targetmarketingmag.com/tipline A free weekly e-mail newsletter providing tested and proven strategies for multichannel success. Visit catalogsuccess.com/enews Be informed, intrigued and entertained by Denny Hatch’s twice weekly commentary on the bigger business implications behind current events. Visit businesscommonsense.com A free weekly e-mail newsletter serving as a strategy guide for nonprofit fundraisers. Visit fundraisingsuccessmag.com/advisor Putting Users in Control Rather than adding more behindthe-scenes attempts to discern a user’s [ CARR FROM PAGE 58 ] believe it will — at least to some extent. KR: Speaking of privacy, one part of the book I found particularly fascinating was the growth Search of ad platforms engine and Google’s optimization ambient audio is by targeting technology. Do you definition an think technoloexercise in gies like this manipulation. are practical? Will they ever see the light of day, and under what circumstances? 62 NC: Google has done tests where it was able to determine, by monitoring a computer microphone, what TV show a person was watching and then personalize ads based on that information. I don’t expect it will roll out that system anytime soon, but given the big financial incentives that companies have to “get into our heads,” I think these kinds of information-gathering systems are probably inevitable. KR: In our recent SES webcast, you cautioned SEOs to use their power ethically, which has been a major concern for people in the business — almost as long as the practice has existed. What advice would you offer to search engine optimization companies faced with ongoing ethical dilemmas? NC: Search engine optimization is by definition an exercise in manipulation, so it will always exist in an ethical grey area. Ultimately, as an individual, you have to look at your motivations: Is what I’m doing right now aimed at aiding people or at tricking them? As an industry, SEO has to take the initiative in self-policing and in educating the public about what it’s doing. It has to come out of the shadows and say, “This is what we do, here’s how it benefits web users, and here are the ways our techniques can be abused.” Offering extensive coverage of every facet of e-marketing and commerce. emarketingandcommerce.com The industry’s #1 information source, covering technologies and people making a difference in book publishing. BookBusinessMag.com An e-mail newsletter featuring direct mail package highlights and insights. Visit whosmailingwhat.com Weekly summary of the latest news and views in the book production industry. Visit bookbusinessmag.com/extra Weekly diagnosis of print production and workflow issues. Visit pubexec.com/inbox North American Publishing Company 1500 Spring Garden St., 12th Floor, Philadelphia, PA 19130-4094 215-238-5300 • www.napco.com 63 SearchEngineStrategies.com ß SES Provides multichannel publishing solutions important to all publishing executives. PubExec.com SES ß Vol. 2, Issue 2 | {NEW YORK, MARCH 2008} Empire State Building The Museum of Modern Art Admission: Adults $20, children (16 and under) free Directions: 11 W. 53rd St., b/t Fifth & Sixth avenues Hours: Sat-Mon, Wed-Th: 10:30a-5:30p Fri: 10:30a-8p Website: www.moma.org Points of Attraction around the Town: New York The Empire State Building is cemented in both New York and U.S. history. Built during the Depression, the building was the center of a competition between Walter Chrysler (Chrysler Corp.) and John Jakob Raskob (creator of General Motors) to see who could build the tallest building. Admission: ESB Express Pass $41.52 (+$3.48 tax) Adults (18-61) $17.61 (+$1.39 tax) Audio Tour $6.46 (+$.54 tax) Youth (12-17) $15.76 (+$1.24 tax) Child (6-11) $12.07 (+$.93 tax) Seniors (62+) $15.76 (+$1.24 tax) Military In Uniform — free Toddlers (5 or younger) —free Directions: 34th Street at Fifth Avenue By subway: 1, 2, or 3 (Seventh Avenue lines), A, C, or E (Eighth Avenue subway) to 34th Street/Penn Station. Also B, D, F, N, Q, R, or Path to 34th Street/Avenue of the Americas. Hours: Observatory open daily, 365 days a year. 8a-2a daily. Last elevators go up at 1:15a. Website: www.esbnyc.com Rockefeller Center & Tour Admission: Adults $12, children $10, groups of 10 or more $10 Directions: 47-50th streets at Sixth Avenue Website: www.RockefellerCenter.com Tours last one hour and occur daily at 11 a.m., 1 p.m., and 3 p.m. An additional 5 p.m. tour is offered Monday through Saturday. NBC Tour Admission: Adults $18, children $15.50 Directions: 47-50th streets at Sixth Avenue Hours: Mon-Th: 8:30a-4:30p Fri-Sat: 9:30a-5:30p; Sun: 9:30a-4:30p Website: www.NBCUniversalStore.com Tours last one hour and 10 minutes, and depart every 30 minutes Monday-Thursday. On Friday-Sunday, tours depart every 15 minutes. Statue of Liberty Experience the statue’s magnificent construction, learn about its history in the museum, and discover the spectacular views from the top of the pedestal (visitors must be able to climb 24 steps after exiting the elevator to reach the pedestal observatory). All you need is a Time Pass Ticket. Cruises depart from Battery Park and run about every 30 minutes. Admission: Adults $12, seniors $10, children $5 Directions: Subway 4, 5 to Bowling Green Website: www.StatueofLiberty.org Ice Skating Rink @ Rockefeller Admission: Adults, Mon-Th $10, Fri-Sun $14 Children, Mon-Th $7.50, Fri-Sun $8.50 Website: www.rapatina.com/icerink/ Hours: Mon-Thurs: 9a-1p, 1:30-5:30p, 6-10:30p Lunchtime Skating ($5): 11:30a-1p Fri: 8:30-11a, 11:30a-2p, 2:30-4:30p, 5-7p, 10p-12a Sat: 8:30-11:30a, 12-2p, 2:30-4p, 4:30-6p, 8:30-10p, 10:30p-12a 64 SES ß Vol. 2, Issue 2 | {NEW YORK, MARCH 2008} SearchEngineStrategies.com ß SES 65 Duane Reade 900 8th Avenue (at 53rd Street) (212) 582-3463 Open 24 hours G Drugstores $ Banks CVS 400 W. 58th St. (212) 245-0636 Open 24 hours Rite Aid 301 West 50th St. (212) 247-8384 Open 24 hours Bank of America 1680 Broadway (at 53rd Street) (212) 581-0951 Mon-Fri 8a-6p, Sat 10a-2p Wachovia 1755 Broadway (at 56th Street) Mon-Fri 8a-6p Sat 10a-2p Washington Mutual 235 W. 56th St. (212) 586-1890 Mon-Fri 8:30a-6p, Sat 9a-1p Still searching? Here are some more resources... If this brief local guide and the conference sessions’ search tips are still leaving you searching for things to do or how to get around New York, here are some additional websites to help you this week: Transportation www.mta.info cmap.nypirg.org/netmaps/Straps/view.asp Official NYC transit website Straphanger’s subway/street maps Port Authority Bus Terminal www.panynj.gov Restaurants Blockheads Location: Hours: Website: Wordlwide Plaza, 50th Street b/t 8th & 9th avenues Mon-Sun, 11:30a-11p www.blockheads.com City Landmarks as recommended by SES and ClickZ staff www.centralpark.com www.nypl.org Official Central Park website New York Public Library website Café Habana Location: Hours: Website: SoHo, 17 Prince Street (at Elizabeth) Mon-Sun, 9a-12a www.ecoeatery.com Blockheads Burritos serves hefty portions of healthy San Francisco-style Mexican food at great prices in a casual, comfortable atmosphere. All food is served with healthy, fresh ingredients. Delicious lean meats and skinless chicken aren’t the only offerings on the menu, as you can also order vegetarian, low-calorie, and low-carb choices. Any burrito can be made heart smart and non-dairy by substituting soy cheese, brown rice, homemade tofu sour cream, and a whole wheat tortilla. The best is that none of the substitutions are any additional charge. To top it all off, they also have $3 Sauza margaritas. — Jackie Ortez, SES Conference Program Coordinator Just three blocks from the Incisive Media office, this tiny authentic Cuban joint is very reasonably priced. Every time I take newcomers and they begin eating the spicy grilled corn, all conversation stops for the next three minutes. To get there, take the BDFV train to Broadway/ Lafayette, or the 6 to Spring Street. — Drew Eastmead, Managing Editor, SES Manhattan. If you’re willing to walk a few short blocks down to 49th Street, Sapporo fills the bill; it also fills its basin-sized bowls with New York’s best ramen soup. The behind-the-counter bustle of the Japanese chefs working their ladles is half the fun. — Rebecca Lieb, VP & Editor-in-Chief, The ClickZ Network Entertainment & Food Guides www.nymag.com http://newyork.citysearch.com www.ohmyrockness.com http://gothamist.com New York Magazine website New York City guide Local music shows New York City arts and events Trailer Park Location: Hours: Website: 271 W. 23rd St., b/t 7th & 8th avenues Mon-Sun, 12p-3a www.trailerparklounge.com Sapporo Japanese Location: 152 W. 49th St., b/t 6th & 7th avenues Hours: Mon-Sun, 9a-12a Want something fast, fun, delicious, cheap, casual, and different for lunch (or a quickie dinner) during SES? That’s a tall order in the canyons of midtown This restaurant makes you feel like you’ve stepped into a trailer park of your very own. With a variety of backyard BBQ food ranging from hamburgers to chili to tater tots, you won’t be disappointed. Voted one of the top five kitschiest bars in the country by the Food Network, this place is worth the short subway ride. — Jackie Ortez ✪ ✪ SES New York will take place at the Hilton New York (1335 Avenue of the Americas), between 53rd and 54th streets. SearchEngineStrategies.com ß SES 66 SES ß Vol. 2, Issue 2 | {NEW YORK, MARCH 2008} 67 Global search demands multilingual search strategies. Here’s how to localize strategy anywhere in the world. By William Flaiz Search Engine Watch asynchronous JavaScript and XML (AJAX) aren’t friendly to search engines of any region. Ensuring content is chock-full of appropriate keywords is another piece that remains relevant regardless of location. While “tennis shoe” may be the top American search term, “sneakers” could easily be a more suitable term in Germany for the same product. Doing market-appropriate keyword research is vital to targeting the correct terms for each country. Clients must also host their sites in the country of the top-level domain, develop back links from properties within said domain, and use social media sites popular in their region. Remember: Links speak the language, even if you don’t. Developing Diplomatic Relations As a global agency, we’re in a unique position. We have offices located within the regions of our worldwide clients and can tap into these resources when needed. Most often we use our global contacts for keyword research and translation to make certain we capture the nuances of dialect and remain in line with the overall client campaign. Having global partners not only breaks down language barriers but also gives us an edge on the ground. It’s a real asset having someone a client can meet with face-to-face to review deliverables and help answer questions on short notice. culture when working outside the U.S. We’ve all seen advertising campaigns where the message is lost in direct translation, and it’s easy for a few misspoken words to result in confusion and anger. With SEO, understanding the language is even more important, as the user interacts with the brand via keywords in a search engine. Having regional contacts and a deep understanding of both local engines and culture will help you avoid social pitfalls. Although the U.S. still leads in overall Internet usage, other countries, most notably China, are catching up quickly. As we expand further into international markets, SEO will require the same level of commitment abroad as it does at home. Regardless of its regional differences, search marketing is on a clear path of convergence. This column originally ran on Search Engine Watch. A s part of a search engine optimization (SEO) team responsible for providing global services, I’ve helped meet the unique needs of clients in our Frankfurt, London, and Hong Kong offices. We’ve had to recruit skilled, multilingual SEO experts, which is no easy task, as global solutions require the right investment in infrastructure. But the benefits are reaped across both the domestic and international playing fields. The fundamental gain is perspective. When looking beyond the U.S. web, certain principles remain constant to search. While some tactics vary by engine, other things are consistent across all engines. The landscape and players may be foreign, but traditional SEO translates well to the international scene. Meeting the Locals Let’s face it: America’s Googlecentric. And with the search giant’s 58 percent market share here, according to comScore, there’s ample reason for that. Google greatly influences how and why we optimize, often setting the tone for the other search engines. But what if Google isn’t on top? Each region has its own dominant player, which means we must know the intricacies of myriad foreign engines. For example, Chinese search engine Baidu has a 60 percent market share in China, followed by Google and Yahoo at 26 percent and 9 percent, respectively. This changes some of our optimization strategies for our Hong Kong clients. What works in Google doesn’t necessarily work in Baidu, and the rankings reflect that. We need to understand what’s important to Baidu outside the usual suspects of on-page content, titles, and meta tags. What’s true for Baidu is true for all search marketing: know thine engine. William Flaiz is vice president of SEO and web analytics at Avenue A | Razorfish, overseeing the firm’s global SEO and web analytics practice that services clients across the U.S., Europe, and Asia. William led Avenue A | Razorfish’s Philadelphia office to establish its web development practice. During this time, he managed the creative, user experience, and customer insights groups, growing the revenue and staff dedicated to web development projects. He also served as vice president of operations for the Philadelphia office, overseeing agency planning and financials. William has taught classes on web development and the Internet at various universities and served as a judge for the eHealthcare Leadership Awards for the past three years. He’s spoken at industry conferences and authored articles for several industry publications. William earned a B.S. in accounting and finance and an M.S. in information systems from Drexel University. If the site has plenty of unique, crawlable content, it’s in good shape for SEO. Speaking the Language How do you optimize when you don’t know the search language? As with learning a foreign tongue, there are some subtleties in technique for which there’s simply no translation. This territory is where multilingual SEO professionals earn their keep. Despite the communication nuances, there are several guiding principles that hold true across engines and on foreign soil. First and foremost, content is still king. If the site has plenty of unique, crawlable content, it’s in good shape for SEO. The techniques for ensuring a website may be indexed carry over almost exactly to the regions in which we’ve worked. Code tends to be code no matter the language, and Flash and Avoiding International Incidents As with any marketing discipline, advertising agencies need to be cognizant of language and Worldwide Internet Usage, by Country Rank 1 2 3 4 5 6 7 8 9 10 Country United States China Japan India Brazil Germany South Korea United Kingdom France Italy Internet World Users (Millions) Share (%) 208.0 162.0 87.5 60.0 42.6 38.6 34.1 33.5 31.3 28.9 20.4 15.9 8.6 5.9 4.2 3.8 3.4 3.3 3.1 2.8 Rank 11 12 13 14 15 16 17 18 19 20 Country Russia Canada Mexico Spain Iran Vietnam Indonesia Australia Netherlands Taiwan Internet World Users (Millions) Share (%) 25.7 22.0 22.0 18.6 18.0 17.9 16.0 15.3 14.5 13.2 2.5 2.2 2.2 1.8 1.8 1.8 1.6 1.5 1.4 1.3 Source: ClickZ, 2008 Note: The number of Internet users worldwide is 1.02 billion. SearchEngineStrategies.com ß SES 68 SES ß Vol. 2, Issue 2 | {NEW YORK, MARCH 2008} 69 Moving Beyond Campaign Efficiency to Campaign Effectiveness By Kevin Lee | ClickZ To thrive in any economic climate, combine efficiency with strategic testing. Here are places to start. 3 W all Street economists, stock watchers, and the Federal Reserve System seem convinced we’re headed for a recession. With a potential Yahoo layoff, even the Internet advertising industry is getting concerned. Doomsday predictors may or may not be right, and you might be tempted, given the economic climate, to focus on pay-perclick (PPC) campaign efficiency. But if you focus purely on efficiency (perhaps because the campaign algorithms used by your technology provider are all about efficiency), you miss a huge opportunity in search, regardless of whether the economy recovers after a mere blip or slides into a major slowdown. In PPC search, many people see efficiency as the process of maximizing the yield of a paid-placement campaign by adjusting all the variables the engine provides, either through the application program interface (API) or through a webbased interface. Don’t get me wrong — efficiency is good. But to thrive in any economic climate, one must combine efficiency with strategic testing to obtain effectiveness. Efficiency-focused tactics eliminate waste in a campaign based on the data and analytics available. However, it’s impossible to find new opportunities given only historical data. The PPC market is dynamic, with price elasticity and keyword volatility. Throw in algorithmic changes (or, in the case of Google’s minimum price for top position, simple meddling with the Using bid landscape), and you can’t win by focusing purely on efficiency. Unfortunately, many initiatives and strategies that take your campaign beyond efficiency to increased effectiveness (as measured by sales, profit, lead volume, or whatever your success metric) require a combination of tactics and strategy that’s human resources-intensive. This is one reason using technology alone often results in a stagnant campaign. Analysts need to make recommendations based on prior experience with respect to breaking out of the performance plateau. Are you including your URL in your creative tests? URLs are boldfaced by some of the engines when a portion of the URL matches the search. Consider using subdirectories and subdomains (prefixes) in your display URL. A lift of a few tenths of a percent in CTR can make a difference in both position and your billed cost per click (CPC), due to the influence of hybrid auctions and Google’s Quality Score. technology results in a stagnant Moving Toward Effectiveness Perhaps you have a particular creative in place now that has won the click-through rate (CTR) and conversion-rate shootout against other ad creative. That was then; this is now. The seasons have changed, your competition is using new ad creative now, and perhaps what worked before is no longer the optimal creative. I’ve seen many cases (particularly involving power keywords) in which advertisers gravitate toward a dynamic keyword insertion (DKI) style creative, where the search keyword itself occupies most or all of the title and is repeated in a boilerplate manner in the description as well. It’s not unusual to search and find all three top paid listings with nearly identical creative. How can one expect to stand out? Play around with enough variation to break out of the pattern yet maintain high relevance, CTR, and Quality Score. alone often 1 Retest ad creative. campaign. Hypothetically, most engines will broad match to and from plurals, but I’ve seen many times when this wasn’t the case. Even if it were, there’s a compelling reason to have both variants in your campaign, especially in Google. All the engines display the searched keyword in titles and descriptions. Google, however, doesn’t consistently boldface the plural when you search on the singular (although it often does). Live (MSN) doesn’t boldface either direction with singular or plural. So if you’ve used one option in your ad and the search is on the other option, you won’t show up boldfaced. I’ve also seen instances where the Quality Score of ads goes up when they’re separated and individually placed in a campaign. One can also argue that for many products, the user intent for singulars and plurals is actually different. Thus, a different user experience on the landing page may be appropriate to maximize conversion. 2 Use both singulars and plurals. We’ve all been testing landing pages for many years, but, like ad creative, the optimal pages change over time. Plus, it isn’t clear that the same landing page is appropriate for all engines using the same keyword. One can even do more sophisticated landing-page personalization using a variety of methods, technologies, and tools. A small lift in overall conversion rate on the landing page generates a huge lift in the allowable CPC you can pay while maintaining an optimal return on investment (ROI). There are many more things to test and change to improve a campaign and leverage into higher potential bids. To maximize the opportunity in search and auction media, take your mindset beyond campaign efficiency within the status quo. Change the rules of the game by manipulating other variables under your control, and never stop testing. This column originally ran on ClickZ. 3 Test landing pages and personalization. Kevin Lee, Didit co-founder and executive chairman, has been an acknowledged SEM expert since 1995. His company’s unparalleled results, custom strategies, and client growth have earned it recognition among marketers and as part of the 2007 Inc 500. Kevin’s “Paid Search Strategies” column for ClickZ is read by thousands, and his book, The Eyes Have It, has been widely praised. Industry leadership includes being a founding board member of SEMPO and its first elected chairman, and active participation on DMA and IAB committees. Industry press quote him regularly. Kevin lectures at leading industry conferences and several universities. He has also briefed analysts and clients of JPMorgan, RBC, UBS, Piper Jaffray, Bear Stearns, Citicorp, and others. Kevin earned his MBA from the Yale School of Management in 1992 and lives in Manhattan with his wife and daughter. 70 SES ß Vol. 2, Issue 2 | {NEW YORK, MARCH 2008} SearchEngineStrategies.com ß SES 71 Speaker Bios 72 SES ß Vol. 2, Issue 2 | {NEW YORK, MARCH 2008} SearchEngineStrategies.com ß SES 73 Vikram Advani Co-founder & CTO UpNext.com Vik Advani co-founded UpNext with his brother Raj, Robin Har, and Danny Moon. Vik and his brother created the technology behind UpNext using skills garnered from the world of video gaming and the web. Prior to UpNext, Vik was a Java developer for IBM back in college. He then worked for several internet startups making web applications before becoming a video game programmer at Savage Entertainment. He was a programmer on titles such as BattleFront 2 PSP, Full Spectrum Warrior, Golden Eye: Rogue Agent, and more. Vik received his B.S. in computer science from UCLA. Examiner, Chandon, Intel, Intuit, VOOM, American Express, and Fairmont Hotels. Today, Incognito Digital serves Bloomberg, Haier, OKI, and Fox among others. Incognito is recognized for their planning approach, dazzling digital creative, and overall care for client relations. Akin Arikan Senior Manager, Internet Marketing Unica Corporation Akin Arikan is a senior segment manager for Internet marketing at Unica Corporation, responsible for ensuring customer satisfaction with Unica’s web analytics and Internet marketing solutions. Akin has been working with web analytics practitioners over the last six years now. He has been presenting at many conference to share the learnings and best practices from his experience with customers. Previously, Akin developed and implemented analytical enterprise applications across various industries. At a business intelligence software vendor, Akin was responsible for the product management of analytical applications, as well as BI server products. Akin received a degree in computer science and business administration from the University of Hamburg, Germany. SEO services for the North American offices of the company, ensuring that the process of designing and building rich interactive experiences results in sites that can be found on the search engines. His team focuses on web analytics as a core driver for sustaining growth and accelerating ROI. Jonathan is a key driver in top-level client engagements at Agency.com, including CIT Group, Del Monte, Energizer, Fisher-Price, LG, Jones Lang LaSalle, Hewlett-Packard, Kohler, and Ulta Cosmetics. A dedicated expert speaker and patient educator, Jonathan has extensive experience explaining the issues of search engine optimization to all stakeholders. A champion of SEO best practices since 1996 when he founded his first interactive marketing agency, Jonathan is committed to sustainable, high-quality strategies that enhance the ability of client sites to sell and inform. The Direct Marketing Association’s SEO training program and is the trainer for the DMA’s web marketing seminar. He has consulted with hundreds of companies, including Goodyear, Hilton International, JCrew, Gradall, Moen Faucets, American Greetings, and Samsonite. Jake Baillie Managing Director STN Labs I’m 25 and have been working on the Internet for about 10 years. Sometimes I feel like I’ve been in search forever, but really it’s been only about five years. The best compliment I ever received was from Greg Sterling, who called my company “the local search engine with the best sense of humor.” I embrace rebellion, capitalism, and economic activism. I loathe inefficiency and bureaucracy. I work best in small teams and think of myself as a much better charismatic leader and evangelist than a manager. I have an ego, am outspoken, and will offend you at least once as you get to know me. Benu Aggarwal Founder & President Milestone Internet Marketing Benu Aggarwal, founder and president of Milestone Internet Marketing, is a recognized expert in Internet marketing strategies for the travel industry. Based in Silicon Valley, Milestone is an online interactive agency providing complete solutions, including web 2.0 and search engine promotion strategies, including PPC and organic, e-mail marketing, and website development. An award-winning firm, Milestone represents over 600 clients, including major hotel brands, premier resorts, and OTAs. Benu is responsible for overseeing a team of Internet marketing and PPC specialists, designers, writers, and programmers. Benu has written several articles on search engine marketing and has co-authored the well-known Internet marketing handbook, “Hotels to HTMLs™.” Benu talks candidly about true and tested steps that achieve higher search position and about developing the right web 2.0 implementation strategies. Benu has been a speaker for Search Engine Strategies, SMX, Phocuswright, and several conferences focused on travel, search engines, and online promotions. Daron Babin CEO Webmaster Radio Babin is known throughout the world as one of the top SEO/SEM experts. Babin has taught and lectured at conferences and has trained industry leading organizations around the world since 1997. Babin began his career in television, where he was tenured at NBC. Since making his entrance into the internet marketplace, Babin’s focus has been on creating tools to benefit the community. Currently, Babin is CEO of NewGen Broadcasting, a next-generation media company delivering truly interactive, entertaining and educational programming to vertical, B2B marketplaces. NGB also owns and operates webmasterradio.fm (launching 10/04) a 24/7, community-based Internet radio station focused in the SEO/ affiliate marketplace. Babin is the president of Absolute Marketing International, a full-service SEO/SEM and marketing company. In addition to the tailored marketing services AMI offers, Babin and team have also developed several membership sites dedicated to the SEO/SEM marketplaces, including TrafficFreaks.com Bill Barnes Co-founder & Executive VP Enquiro Search Solutions, Inc. Enquiro is one of the world’s foremost search engine marketing companies and is a leader in online search behavior research. Enquiro has performed cutting-edge eye-tracking research on many of the world’s largest and most successful companies and has created, implemented and measured extensive search marketing campaigns. Mr. Barnes is a marketing veteran who has been in the marketing, advertising and promotion industry for over 25 years, the last 10 of which have been focused on search marketing. He co-founded Enquiro along with Gord Hotchkiss in 1999. Bill has been a speaker at events presented by Search Engine Strategies, AdTech, Jupiter Media, SIPA, Forrester Research, and Enterprise Search Summit. He has also conducted workshops designed for individual companies. Bill has extensive experience in setting up and implementing search marketing campaigns and eye-tracking research initiatives for many Fortune 500 companies. Tim Ash President SiteTuners Tim Ash is the president of SiteTuners.com, a leading performance-based landing page optimization firm. During his 13-year involvement with the Internet, Tim has worked with American Express, Sony Music, American Honda, COMP USA, Harcourt Brace, Universal Studios, HomeGain, Fair Isaac, TransUnion, Rand McNally, Red Envelope, Black & Decker, and Coach to develop successful Internet initiatives. He is a highly-regarded speaker many international conferences, including Search Engine Strategies, Affiliate Summit, and Internet World. Tim is a contributing columnist to several publications including SearchEngineWatch, Website Magazine, and Electronic Retailer Online Strategies magazine. He received his B.S. from UC San Diego “with highest distinction.” He also completed his M.S. during his Ph.D. studies in computer science at UCSD, specializing in neural networks and artificial intelligence. He is the author of the Amazon.com Computer & Internet bestselling book Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions (John Wiley Press, 2008). For more information, visit LandingPageOptimizationBook.com. Kendall Allen Managing Director Incognito Digital Evolving from print to digital media, from publisher to agency-side digital marketing services, Kendall brings 14 years from the front. She spent several years reviewing emergent media and technology in San Francisco. Moving from print to interactive during the industry’s formative years, she helped found Thrive, an AOL/Time Inc. JV, ultimately leading consumer marketing. On the agency side, management posts included principal roles for USWeb/CKS and Euro RSCG Circle, where she served as VP strategic services and general manager for Western operations. Prior to leading Incognito Digital, Kendall ran regional client services for two SEM firms, first as a founding executive at Fathom and then industry pioneer iCrossing. She has consulted Ask Jeeves, SF 74 SES ß Vol. 2, Issue 2 | {NEW YORK, MARCH 2008} Matthew Bailey President SiteLogic Marketing Matt Bailey is president and founder of SiteLogic Marketing and an internationally-recognized authority on search engine marketing, website analytics, usability, and accessibility. As a consulting and training company, SiteLogic focuses on helping organizations take control of their websites and their web marketing plans. Sought after worldwide as a seminar presenter and teacher; Matt speaks regularly for The Direct Marketing Association, Search Engine Strategies conferences and training, the American Advertising Federation, and many private training seminars. Matt is known for his conversational, entertaining speaking style and his ability to make technical topics both understandable and practical. Matt oversees John Battelle Founder/Chairman/CEO Federated Media John Battelle is an entrepreneur, journalist, professor, and author who has founded or cofounded businesses, magazines, and websites. Formerly at the Graduate School of Journalism at the University of California, Berkeley, Battelle is a founder and executive producer of the Web 2.0 conference and “band manager” with BoingBoing.net. Previously, Battelle was founder, chairman, and CEO of Standard Media International (SMI), publisher of The Industry Standard and TheStandard. SearchEngineStrategies.com ß SES Speaker Bios Jonathan Ashton VP of SEO & Web Analytics Agency.com As VP of SEO and web analytics, Jonathan runs the Agency.com Center of Excellence for SEO. His team provides 75 Speaker Bios com. Prior to that, he was a cofounding editor of Wired magazine and Wired Ventures. John is currently the founder and chairman of Federated Media. Battelle recently wrote The Search: How Google and Its Rivals Rewrote the Rules of Business and Transformed Our Culture (Penguin/Portfolio), an international bestseller published in 24 languages. He maintains Searchblog, a daily site covering the intersection of media, technology, and the Internet at www.battellemedia.com. Battelle was a founding board member of the Online Publishers Association and sits on the board of the Interactive Advertising Bureau, as well as the board of his children’s school. Battelle was named a “Global Leader for Tomorrow” by the World Economic Forum in Davos, Switzerland. He was a finalist in the “Entrepreneur of the Year” competition by Ernst & Young and has recently been named an “innovator,” one of 10 best marketers in the business, by Advertising Age and one of the “Most Important People on The Web” by PCWorld. He holds bachelor’s and master’s degrees in journalism from the University of California, Berkeley. for the Internet’s leading marketplace for buying and selling domain names and websites. Sedo has helped thousands of businesses around the world bolster their online presence by acquiring targeted keyword domain names. In addition to leading Sedo.com, Bentley has brokered some of the highest value sales in the domain industry, served as an expert witness in the area of domain valuation, and been quoted on domain topics in The Wall Street Journal, Financial Times, CNET and elsewhere. Bentley holds a B.S. in management science and engineering from Stanford University (USA), and a master’s in international business from the Euromed-Marseille Graduate School of Business (France). MN N N MM N M MN new SEM client accounts. Working with several Fortune 500 corporations, Jason has helped clients achieve from 200% to over 2,000% return on ad spend. — JILL WHALEN, CEO, HIGH RANKINGS Chris Boggs Manager, Search Engine Optimization eMergent \ Brulant, Inc. Chris Boggs of eMergent, the SEM arm of Brulant, Inc. is a specialist in search engine optimization and paid search advertising. Chris joined Brulant in 2007 as the manager of the SEO team. Chris has worked in search engine marketing since 2000, starting in-house and moving into a consulting role in 2002. Chris has worked with organizations ranging in size from small businesses to Fortune 500. Chris is experienced in performing “hands-on” SEO, from keyword research to content development and linking strategizing, as well as pay-per-click (PPC) campaign creation and management. He is a certified Google AdWords Professional, a Yahoo Search Marketing Ambassador, and was one of the early participants in the MSN AdCenter release in 2005. Chris is actively involved in the SEM community. He speaks regularly at the Search Engine Strategies conferences, acts as a moderator for the Search Engine Watch forums, and is associate editor for the Search Engine Roundtable. Chris is a member of the 2007 board of directors of the Search Engine Marketing Professional Organization (SEMPO). Chris also writes frequent articles related to SEM, and has been published in a variety of online and print journals. Thomas Bindl Founder & CEO Refined Labs GmbH Thomas is SEO consultant and moderator of the “European Search Engines” and “Robots.txt” forums at WebmasterWorld, a speaker at Search Engine Strategies, WebmasterWorld PubCon, and other industry-leading events worldwide. He also runs one of Germanys leading online marketing forums, OMTalk. He works with corporate clients from the U.S., Canada, Asia, and Europe. Thomas also has a wide knowledge of the affiliate marketplace, both in Europe and globally. He was voted one of the top 50 Internet people of 2007 by Internet World Business in December 2007. His focus is primarily on larger sites and big brands, to help them improve their rankings by optimizing their linking structure and on-page SEO. His programming skills in different languages as well as speaking English, German, and French are additional strengths that have helped his success since 2000. Thomas, a Google advertising professional, deals with clients in various industries, such as retail, local, travel, automotive, finance, and online dating. Thomas founded Refined Labs in early 2007 to develop a next-generation online marketing toolbox with a focus on cross-channel and cross-campaign optimization as well as leading SEM bid management. The focus is on corporate PPC spenders as well as agencies across Europe. ClickZ expert Mike Grehan recently said, “Thomas Bindl? He’s the secret agent of search marketing. Cool, collected — with an algorithm-busting idea for every situation. Book him now — before your competitor does!” throughout the organization, and getting the changes live on the site. Jessica has managed SEO for up to five languages in seven divisions across Europe and North America. Her diverse experience working in IT has given her insight into how to get and keep SEO changes top of mind, in scope and live on the site — the biggest challenges for in-house search marketers. With multi-million dollar successes in search engine marketing and website design, Jessica is an international speaker, industry columnist and an evangelist for those doing SEO in-house. Jessica has a B.A. in international economics and management from Hiram College and graduated magna cum laude with a B.S. in information systems management from Washington University. Jessica travels frequently, loves to play Connect Four, volunteers to work with refugees, and plans to move to Europe — one day. Paul Beck Senior Partner, Worldwide, Executive Director, Interactive Marketing & Advertising; Ogilvy Paul leads the interactive marketing function and team with Ogilvy. He also personally provides digital leadership on IBM, American Express, Cisco, Thomson Reuters, Xohm, Unilever/Dove, and many others. His experience spans telecommunications, wireless, financial services and technology industries, in both B2C and B2B. Paul is also the founder and leader of Ogilvy’s social media marketing practice and co-founder of the Email Experience Council, now owned by the DMA. Prior to Ogilvy, Paul led the strategy and development of rewards-based partner-marketing programs as SVP of marketing and sales for Affinity Solutions. Programs included merchant-funded cash-back, rewards, e-commerce and segment-focused value-added content. Clients included H&R Block, GEICO, and Chase. His 13 years as a digital marketer are preceded by 10 as a New York restaurateur, where he grew his understanding and passion for customer advocacy. In his hometown of Middletown, N.J., Paul leads marketing efforts as a founding board member of the Ryan Andrew Kaiser Memorial Foundation, a not-for-profit focused on serving the families of critically-ill children. Karen Breen Vogel President & CEO ClearGauge Karen is the CEO and president of ClearGauge, a B2B interactive marketing and web analytics services firm. She leads the ClearGauge team and provides consultation to clients on online sales and marketing strategy, lead generation, website renovation, and closed-loop sales/marketing reporting. As a hands-on leader, she works with clients and her experienced web analytics and delivery teams to link business goals and performance measures to the website sales strategy, to analyze results and make recommendations for improvement. Her clients benefit from her in-depth understanding of the dynamic challenges companies face when intending to make their website an effective sales call. Karen has earned the reputation as a respected thought leader in her field, is the author of numerous white papers and has been a frequent speaker at Jupiter Search Engine Strategy events, AdTech, the CMO Council, DMA ,and at the University of Wisconsin interactive marketing executive education program. ClearGauge’s clients include GE Corporate Financial Services, Caterpillar, Dow, Dupont, Lind-Waldock, Siemens, Sage Healthcare, and Zynx Health. Prior to joining ClearGauge, Karen enjoyed a 12-year career at IBM, serving as a market segment executive, where she launched B2B segment initiatives and led e-business consulting engagements with Newsweek and Paddock Publications. She also served as SearchEngineStrategies.com ß SES Greg Boser President WebGuerrilla LLC Greg Boser is an Internet marketing consultant who has specialized in search engine optimization consulting since 1996. He is the president and founder of WebGuerrilla, LLC, a marketing firm that provides SEO services to interactive agencies, PR agencies, and design firms serving Fortune 1000 clients. Greg is also a regular contributor and serves as moderator of the keyword research discussion forum at www.webmasterworld.com, the Internet’s leading discussion forum for SEO professionals. Speaker Bios Matt Bentley Chief Strategy Officer Sedo.com Matt Bentley is a specialist in online marketing via the domain channel. In his current role as chief strategy officer of Sedo.com, he is responsible for market and product strategy 76 SES ß Vol. 2, Issue 2 | {NEW YORK, MARCH 2008} Jason Bishop Sr. Consultant, SEM Omniture, Inc. Jason Bishop manages Omniture’s full-service SEM consulting services, developing customized SEM strategy, optimization, keyword build-out, and reporting of all current and Jessica Bowman In-House SEO Consultant Jessica Bowman is an in-house SEO Consultant who revels in the human side of SEO, the art of getting SEO buy-in 77 Speaker Bios chairwoman of the American Business Media Internet Council. Karen received a bachelor’s degree in industrial engineering from Bradley University where she was elected to the university’s Engineering Hall of Fame. She is also a graduate of the IBM Executive Program, co-sponsored by Harvard Business School. Monte Cahn Founder & CEO Moniker Monte Cahn, 42, is founder and CEO of Moniker, the first and only provider of domain asset management services, a complete set of business services that provide companies a single point-of-access to help manage and maximize the value of their domains. Moniker, and its predecessor Domain Systems, have been pioneering domain name and virtual property aftermarket services since 1999, with an extraordinary focus on delivering customer satisfaction through specializing in domain name security, customer service, and value-added products and services. Monte has more than 19 years of experience in the health care, high-technology, and Internet fields. He started investing in intellectual property and domain names in 1996 and helped start the first online domain brokerage business on the Internet in 1996. Success includes participating in the industry’s first domain name sale for over $1 million dollars with the sale of Wallstreet.com and the industry’s first $2 million-plus domain sale with the sale of Autos.com in 1999. Monte is also responsible for co-developing the industry’s first recognized domain appraisal system. Monte has also owned several businesses and significantly contributed to the successful initial public offerings of Pyxis Corporation and MedicaLogic, Inc. Monte Cahn is host of the Internet radio show “Domain Masters” on www.WebmasterRadio.fm, which airs weekly on Wednesdays at 7 p.m. EST. Monte graduated from University of Kentucky with degrees in marketing, biology, and business administration. Nicholas Carr Author, The Big Switch: Rewiring the World from Edison to Google A former executive editor of the Harvard Business Review, Nicholas Carr writes and speaks on technology, business, and culture. His 2004 book Does IT Matter? Information Technology and the Corrosion of Competitive Advantage, published by Harvard Business School Press, set off a worldwide debate about the role of computers in business. His new book, The Big Switch: Rewiring the World, from Edison to Google, examines the future of computing and its implications for business and society. He also edited and wrote the introduction for The Digital Enterprise, a book of HBR writings on the Internet, and contributed to World View, Organizing Business Knowledge, and When Good People Behave Badly. Carr writes regularly for The Financial Times, Strategy & Business, and The Guardian. His articles have also appeared in The New York Times, MIT Sloan Management Review, Wired, Business 2.0, The Banker, and Director. Since 2005, he has published the popular blog “Rough Type.” In 2005, Optimize magazine named him one of the leading thinkers on information technology, and in 2007 eWeek named him one of the 100 most influential people in IT. Earlier in his career, he was a principal at Mercer Management Consulting. Carr has been a speaker at MIT, Harvard, Wharton, the Kennedy School of Government, Moscow State University, NASA, and the Federal Reserve Bank of Dallas, as well as at many industry, corporate, and professional events throughout the Americas, Europe, and Asia. He holds a B.A. from Dartmouth College and an M.A. in English literature from Harvard University. Bruce Clay President Bruce Clay, Inc. Mr. 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 consulting area. Mr. Clay holds a B.S. in math/computer science and an MBA from Pepperdine University, has had many articles published, has been a speaker at over 100 sessions, and has been quoted in The Wall Street Journal, USA Today, PC Week, Wired Magazine, Smart Money, several books, and many more publications. He has personally authored many advanced search engine optimization tools that are available from his company websites. Scott Brinker President & CTO ion interactive As president and CTO of ion interactive, Scott leads the company’s product development and technical operations. Before co-founding ion interactive, Scott was the managing partner of CyberOps, a web technology consultancy for clients including Fujitsu, CBS Sportsline, and Tribune Interactive. Previously, he was the president of Galacticomm, a provider of bulletin board system (BBS) software with more than 25,000 customers worldwide, including Boeing, Dell, Citibank, GE, Intel, and Sony. Scott has written articles for Advertising Age, BtoB Marketing, MarketingProfs, and DM News. He has a B.S. in computer science summa cum laude from Columbia University, where he graduated as valedictorian. Scott also has an MBA from MIT, where he was a Sloan Fellow and selected for Jack Welch’s 10-week seminar in leadership. Barbara C. Coll CEO WebMama.com Inc. Entrepreneur Barbara Coll has been involved with product and program marketing in Silicon Valley for 20 years, including marketing positions with Sun Microsystems, Qualix Group (purchased by Veritas), and Ipsilon Networks (purchased by Nokia). She founded WebMama.com in 1996 to provide high quality, low-cost marketing programs to B2B companies. WebMama.com continues to flourish with a strong focus on search engine marketing (SEM) for companies like HP, Verisign, VMware, Vonage and Salesforce. In addition to her expertise in search engine marketing, Barbara is an internationally-recognized expert in search engine optimization (SEO) with a firm grasp on product direction, business strategy, and lead conversion. Her knowledge extends to how search engines use and display “fresh content,” blogs, RSS, and video, and she has strong beliefs on why her clients need to get involved in these marketing tactics. Ms. Coll is the founding president and chairperson of the board of the Search Engine Marketing Professional Organization (SEMPO). Massimo Burgio Founder & Chief Strategist Global Search Interactive A proud member of the Search Engine Marketing Professional Organization (SEMPO board of directors, Global Committee and European Working Group), Massimo Burgio is an expert on international online business, and a frequent speaker at search conferences across Europe, the U.S., and worldwide. With a degree in marketing communications matured among the universities of Rome (Italy), Hertfordshire (U.K.) and Oviedo (Spain), integrated with post-graduate courses at the Berkeley University (California, U.S.) and a professional background in advertising copywriting (1990), traditional direct marketing (1993), and IT security consulting (1995), Massimo has been working in the Internet industry since 1996. In late 2006, Massimo created Global Search Interactive, a start-up that helps global brands in the lifestyle, education, and technology markets engage with their target audiences through the integration of search, interactive, and social media. GSI also helps several search and interactive marketing agencies worldwide through a range of tailored consultancy, training, and campaign support services. Jason Calacanis Founder & CEO Mahalo.com, Inc. Jason McCabe Calacanis is the founder and CEO of Mahalo. com, a human-powered search engine focused on the top English-language search terms, including verticals such as travel, products, news, entertainment, sports, food, and health. Prior to Mahalo.com’s launch in alpha in May 2007, he was an “Entrepreneur in Action” at Sequoia Capital, Silicon Valley’s leading venture capital firm, a position he held since December 2006. Calacanis cofounded and was the CEO of Weblogs, Inc., a network of popular weblogs that was sold to AOL in November 2005. Upon joining AOL, he was appointed SVP. In addition, he was named general manager of AOL’s Netscape and was responsible for the July 2006 relaunch of the iconic browser as a social bookmarking news site. Prior to forming Weblogs Inc., Calacanis was the founder of Rising Tide Studios, a media company that published the magazines Silicon Alley Reporter and Digital Coast Reporter. The flagship publication later became Venture Reporter, a venture capital database, and was sold to Dow Jones. Barry Chu General Manager of Advertising Medio Systems Inc. With over 10 years of experience in digital advertising and content monetization, Barry Chu is the general manager of advertising at Medio Systems. He drives the growth of Medio’s search advertising business and development of next-generation solutions for mobile advertisers and publishers. Prior to Medio, Barry spent three years at Yahoo, where he was responsible for building Yahoo’s Content Match network into a multimillion-dollar revenue stream. At Yahoo, Barry developed the initial plans for the Yahoo Publishing Network, helping to build the first integrated brand/direct response ad-serving system, and conducted the first trials of pay-for-performance behavioral targeting. Prior to Yahoo, Barry managed and built products at several successful startups, including Quote.com (purchased by Lycos) and Epinions.com (became Shopping. com, purchased by eBay). Barry is a graduate of the University of California-Berkeley and Harvard Business School. Bruce Crair President & COO Local.com Crair has over 20 years of senior management experience leading public and private high technology companies. He joined Local.com in 2005 and is responsible for managing daily operations and further expanding the company’s local search business and growth strategy, which includes the company mobile local search service, Local Mobile. Crair is a frequent guest speaker at local search and online advertising industry events. From 2003 to 2005, Bruce served as cofounder and COO of ZeroDegrees, Inc., an Internet company that provided online social networking services to business SearchEngineStrategies.com ß SES Speaker Bios 78 SES ß Vol. 2, Issue 2 | {NEW YORK, MARCH 2008} 79 Speaker Bios professionals. From 1999 to 2001, Bruce was president and COO for eVoice, Inc., an integrated IP telephony services company, which was purchased by America Online in 2001. Bruce served as president for Sprint PCS/Cox Communications PCS from 1995 to 1998, where he successfully built the wireless voice business in Southern California from inception to a leadership position in the PCS market. Bruce received his B.S. in physics from the United States Naval Academy and an MBA in corporate strategy and international business from the University of California, Berkeley. search engines and top advertisers to develop the industry’s first click fraud measurement standards. He also founded the Click Quality Council, which represents more than 40 leading advertisers who work together to provide advertiser input into the development of industry click quality measurement standards. Tom has a love for basketball and works with several NBA players in marketing charitable events. He attended Texas Tech University and resides in San Antonio with his family. Mikkel deMib Svendsen Creative Director deMib.com Mikkel deMib Svendsen is a long-term moderator at Search Engine Forums, where he established and managed the two forums: “Dynamic pages, frames and stuff” and “Non-English Search Engines.” He is known as the resident authority concerning advanced problems with frames, dynamic pages, Flash, cloaking, and other issues. Mikkel has years of professional experience with search engines and SEO, having served as manager of the largest Scandinavian search engines and as VP of product development at Ankiro, Denmark’s leading search product company. He also regularly services a number of Europe’s major portals and search engines as consultant in search-related projects. Mikkel served as co-chair of Search Engine Strategies Copenhagen 2001. Working with Detlev Johnson, he is responsible for organizing the speakers and sessions for the conference. Reggie Davis Jeremy Crane Director, Search & Online Media Compete Jeremy brings deep experience in marketing, business development, and strategic planning to Compete. As director of search and online media, Jeremy has developed and launched Compete’s search capabilities. He currently leads Compete’s relationships with search engines, portals, and SEMs, and provides oversight for Compete’s search intelligence offerings within the automotive, financial services, travel, and telecommunications practices. Previously at Compete, Jeremy assisted major automotive OEM’s in using web analytics to enrich their customers’ experiences and deliver stronger marketing performances. Prior to Compete, Jeremy held multiple roles at Ford Motor Company in business and product strategy, marketing, and engineering. Jeremy has an MBA from the University of Michigan’s Ross School of Business, a master’s and bachelor’s degree from Dartmouth College’s Thayer School of Engineering, and a bachelor’s in physics from Bates College. VP, Marketplace Quality Yahoo! Reggie Davis is Yahoo’s VP of marketplace quality, the company’s first senior executive fully dedicated to continually enhancing the quality of Yahoo’s display and search listings marketplaces. In this role, Davis is responsible for developing and executing a strategy aimed at driving more rapid innovation, greater transparency, and faster delivery of product and service enhancements to build an even higher quality advertising network for Yahoo’s customers. Davis oversees a dedicates staff that manages across all of Yahoo’s cross-functional quality teams and ensures that customer input is integrated into all efforts to address click fraud, traffic quality, network placement, and other marketplace quality issues. Davis is also responsible for increasing Yahoo’s dialogue with advertisers and publishers on quality-related matters. Davis is based in Burbank, Calif. He holds a B.A. from Harvard College and a J.D. from Tulane Law School. co-founding BlogHer in 2005, Jory has developed strategic relationships with Fortune 1000 brands and led innovative campaigns to integrate contextual marketing and advertising into communities of women interested in every topic, from food, health, and family to business, finance, and technology. As an author and media strategist, Jory regularly writes on women’s business issues, blogging, relationships, and pop culture for such publications as Fast Company, The San Francisco Chronicle Magazine, Inc. Magazine, and her blog, Pause. She’s also written for Sports Illustrated for Women, Working Woman, USA Today Magazine, Good Housekeeping, and The New York Times, and has edited for The New York Times Syndicate and Time Inc.’s custom publishing division. Jory has helped high-technology start-ups Pluck and Rojo launch successful blog syndication initiatives and produced Third Age’s successful network of bloggers. In addition to her personal blog, Jory blogs about personal career growth and entrepreneurship on BlogHer. Joost de Valk Search Strategist Onetomarket Joost de Valk is a search strategist at Onetomarket. Among the clients whom he advises about search engine marketing are the airline KLM, Dutch publishers Wegener and VNU, and Amadeus, a leading ICT company in the travel industry. In his spare time, Joost is a committer in the WebKit open source project, maintains css3.info, the best online resource about CSS3, and blogs about SEO, WordPress, analytics, and web development on his blog www.joostdevalk.nl/. The WordPress plugins, JavaScript examples and Firefox extensions he has posted there are used by many. Paul Doleman CTO & Head of PPC iCrossing and SEMPO U.K. & Europe Paul has worked in search and e-commerce for over eight years and combines this with more than 20 years’ worth of expertise in technology management, executive management, and product development. Throughout his career, Paul has successfully generated new business, led company strategy, and delivered customer satisfaction for global companies including Microsoft, Astra Zeneca, and Tesco. Alongside this, he has established and managed multimillion-pound businesses in the U.K., Europe, and the U.S. Paul is a regular speaker at industry events, including Search Engine Strategies conference, the NMA Online Marketing Show, and Campaign’s Digital Summit. A proud Mancunian, Paul holds a master’s in management and technology and lives with his wife and two young daughters in Kent. Stoney deGeyter President Pole Position Marketing Stoney deGeyter founded Pole Position Marketing in 1998 working from a home office and has since turned it into a leading search engine marketing business with a small team of seasoned Reno SEO marketing experts. Stoney pioneered the concept of destination search engine marketing, which is the driving philosophy on how Pole Position marketing helps their clients expand their online presence and improve online conversion rates. Stoney is a moderator at the Small Business Ideas Forum, a regular contributor to the Search Engine Guide blog and has a monthly column on Search Engine Land. He posts his SEO and business insights at the E-Marketing Performance blog, where you can also find his e-books, E-Marketing Performance: Effective Strategies for Building, Optimizing and Marketing your Website Online, and Keyword Research and Selection: The Definitive Guide to Gathering, Sorting and Organizing your Keywords into a High-Performance SEO Campaign. Tom Cuthbert President & CEO Click Forensics Tom Cuthbert is president & CEO of Click Forensics and a leading industry voice in the battle against pay-per-click advertising fraud. He developed the Click Fraud Network, the first and largest service of its kind that advertisers use to monitor online advertising campaigns for click fraud. It’s also the first service to report statistically significant data on the overall industry-wide click fraud threat level. Tom has spoken on the topics of pay-per-click advertising and click fraud at top industry events. He has also appeared as a click fraud industry expert on CNBC and Bloomberg television and in leading newspapers and magazines, including The Wall Street Journal, BusinessWeek, Red Herring, Financial Times, and Associated Press. As a member of the Interactive Advertising Bureau (IAB) Click Measurement Working Group, Tom is working with 80 SES ß Vol. 2, Issue 2 | {NEW YORK, MARCH 2008} David Degrelle Founder & CEO 1ère Position David Degrelle is the founder and CEO of the Interactive Search Marketing Agency 1ère Position, started in 1999 and based in France. He is also co-founder of www.e-sema.com, an alliance of search marketing agencies through Europe that offers pan-European and local search marketing strategy and tactics. He has spoken at several Search Engine Strategies events and many conferences in France over last 10 years and is an active member of SEMPO. Jason Dorn Senior Director, Network Quality Team Yahoo! Inc. Jason Dorn is a senior director for Yahoo’s network quality team, and in that role, he specializes in strategies for improving ad quality. Jason’s work with Yahoo Search Marketing dates back to its origins when it was GoTo.com. During his term, he has seen GoTo.com become Overture as well as its subsequent acquisition by Yahoo. His diverse experience includes work for Yahoo Search Marketing’s global content quality division, search quality team, content solutions operations, and also as a partner to product management. Jason has also been involved in elements of customer service, policy, and ad quality operations. Jason has an M.A. with distinction from Cal State Northridge. Speaker Bios Jory Des Jardins Co-founder & President of Strategic Alliances BlogHer Author and media strategist Jory Des Jardins is president of global sales and business development for BlogHer, Inc. Since SearchEngineStrategies.com ß SES 81 Speaker Bios MN N N MM N M MN Heather Dougherty Director, Research Hitwise Heather Dougherty is director of research at Hitwise. Heather is a leading authority in online commerce and marketing, a result of covering the field extensively since 1997. At Hitwise, Heather will continue her focus on this space, providing insight into online consumer behavior and competitive intelligence to Hitwise clients. Heather’s expertise of the online commerce landscape has been quoted extensively in the press, including The Wall Street Journal, The New York Times, and Business Week. Heather has also been a guest on ABC World News Tonight, CNBC, NPR, and CBS Radio. Heather 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 the senior retail analyst, where she provided strategic analysis and designed custom research projects. Before her time at Nielsen, she spent four years with Jupiter Research covering the online retail and commerce space, including marketing and promotions, merchandising, and personalization. — PAUL FORSTER, CEO, INDEED responsible for the overall web marketing strategy. Prior to joining Viking, Marie worked at Hilton Hotels Corporation, where she was instrumental in selecting a search engine marketing agency of record for the hotel chain. Marie has been in the online marketing and search industry since 2001 and has implemented SEO/SEM best practices for both small and big organizations, with an emphasis on the travel/hospitality sector. A native of Paris, France, she holds a B.A. in international business from the ISEG Paris Business School and a master’s in international management from the University of Caen in Normandy. as Capital One, CareerBuilder.com, Cathay Pacific, as well as medium to large retailers and high-tech B2B enterprise niches. Mona is considered by many the authority on the Yahoo Search Marketing platform. She just completed the world’s only guide to Yahoo Search Marketing (a.k.a. Overture) called “Mastering Panama: A special report on Yahoo’s new search marketing platform” (August 2007). Mona is a regular speaker at marketing conferences. She’s a columnist at SearchEngineLand.com and contributes to a variety of other publications on marketing related issues. Her industry knowledge is regularly sought after by the business community, including Wall Street analysts, and she is frequently quoted in marketing industry publications. Mona earned a B.A. from Simon Fraser University. She’s based in Vancouver, British Columbia, and enjoys West Coast activities such as yoga and hiking. Sally Falkow President Expansion Plus Inc. 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 field 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 helped clients in the B2C, B2B, and e-commerce sectors improve their visibility in the organic listings and to develop online marketing strategies for more than six years. By focusing on both her client’ objectives and their visitors’ needs, Kathleen has worked with many companies to improve their overall web strategy, site visibility, and customer experience. Online marketing efforts are enhanced by having a well-structured site, quality content, and usability. Kathleen is SEMPO’s education committee co-chair and a contributor to SEMPO Institute’s Fundamentals of Search Marketing and Advance Search Engine Optimization courses. She has spoken at various business and industry events, including Search Engine Strategies. Kathleen has been cited in womenentrepreneur. com and is a member of the Usability Professionals’ Association. Steve Espinosa Director of Product Development & Management eLocal Listing, LLC As director of product development, Mr. 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 Mr. Espinosa’s knowledge of SEO, video production, design, and marketing, eLocal has become a premier supplier of successful SEO and universal search optimization services to small businesses. Mr. Espinosa started his business career in the world of multimedia. He has consummated several major web development contracts for large companies such as Honda and Bridal Networks. Mr. Espinosa currently resides in Winchester, Calif., with his wife Stephanie. Bryan Eisenberg Co-founder Future Now, Inc. Bryan Eisenberg is a co-founder of Future Now, Inc. (FUTR. OB) an interactive marketing optimization firm. He is a coinventor 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’s clients, including NBC Universal, GE, WebEx, Overstock, and Dell have consistently enjoyed dramatic sales lifts from Future Now’s recommendations. Bryan is a sought-after speaker at major business conferences, including DMA Annual, AdTech, Search Engine Strategies, Internet World, eMetrics Summit, and Wizard Academy. He has been recognized by publications such as The Wall Street Journal, Forrester Research, Chicago Business Tribune, Inc Magazine, Entrepreneur, Target Marketing, DM News, MarketingSherpa, and Internet Retailer for his thought leadership in the critical areas of internet marketing, online customer behavior, web analytics, and multivariate testing. Bryan is currently working on his next book, Always Be Testing, due in September 2008. Fionn Downhill CEO & President Elixir Systems Elixir Systems provide customized online marketing plans using organic SEO, paid search advertising, online public relations, and online reputation and brand management. Fionn believes that the cornerstone of Elixir Systems is delivering value and excellent customer service. Elixir Systems strives to create dynamic partnerships with all their clients to ensure Internet marketing is a major contributing factor in the growth of their online brand and sales and lead generation efforts. Fionn is very involved in the advancement of Internet marketing and is a strong advocate for best business practices in the industry. She is the chair, a founding member, and a board member of the SEMPO Institute, which provides first-class training for the search engine marketing industry worldwide. Fionn is a frequent speaker on search engine marketing. Liana Evans Director of Internet Marketing KeyRelevance Liana “Li” Evans is the director of Internet marketing at KeyRelevance. Since 1999 Liana has been active in the search marketing arena, becoming well-versed in all avenues of search marketing, with a particular focus on natural search optimization, vertical search, social media, and word-ofmouth marketing. She has also become well-versed in areas of the retail industry that are regulated by the FTC. Li helped to design, plan, and implement an Internet Retailer 500 company’s efforts into natural search optimization, totally revamping out-of-date navigation and site architecture, with very successful results. Since 1992 Liana has been active in the technology fields, being both a well-versed programmer and database programmer/designer, which lends well to her technical expertise in dealing with large-scale retail sites and their dynamic natures. Jeff Ferguson Director of Online Marketing Napster Jeff is currently the director of online marketing for Napster, where he directs all online acquisition and retention via online media, search engine optimization, search engine advertising, affiliate, and e-mail marketing. A veteran in online marketing since 1995, Jeff has lead the online marketing efforts for Fortune 500 companies such as Hilton Hotels, Kimberly-Clark, InterActiveCorp, and Experian. Speaker Bios Mona Elesseily Director of Marketing Strategy Page Zero Media At Page Zero Media, Mona focuses on paid search strategy and conversion improvement. In her career, she has significantly improved campaign performance for large brands such Jason R. Finger Co-founder & Chief Executive Seamless Web Jason R. Finger is president of SeamlessWeb Professional Solutions, LLC (www.seamlessweb.com), the industry-leading online food ordering and billing service company he SearchEngineStrategies.com ß SES Marie Dumesnil Director of E-Commerce Viking River Cruises/Viking Tours Marie Dumesnil is the director of e-commerce for Viking River Cruises/Viking Tours in Los Angeles, where she is 82 SES ß Vol. 2, Issue 2 | {NEW YORK, MARCH 2008} 83 Speaker Bios cofounded in 1999. Under Finger’s guidance, SeamlessWeb has grown to service over 2,000 corporate clients and over 500,000 individuals in 14 cities throughout the U.S. and London, and was designated the fourth fastest-growing private business in the country by Inc. magazine, the fastest-growing Internet services business by Deloitte & Touche, and one of the 50 “coolest” websites by Time magazine. SeamlessWeb was acquired by ARAMARK Corporation, a worldwide leader in food and facilities management in early 2006, where he participated in the company’s recent $8.6b LBO and now serves on the executive leadership council and presidents’ council responsible for executing corporate global strategy. Finger received a B.S. in finance from the University of Maryland at College Park in 1994 and received a J.D. and an MBA in finance from New York University, where he was designated a Stern Scholar, in 1999. William Flaiz VP, SEO & Web Analytics Avenue A | Razorfish William Flaiz is VP of search engine optimization (SEO) and web analytics at Avenue A | Razorfish. In this role, he oversees the firm’s global SEO and web analytics practice that services clients across the U.S., Europe, and Asia. William manages a staff of more than 30 account services partners, analysts, and strategists, in defining the needs and providing solutions that help clients to measure and optimize their web site investments. William joined the Philadelphia office of Avenue A | Razorfish in 2002 to establish the web development practice there and, within six months, he led the development of an award-winning healthcare portal for eMedicine. During this time, he managed the creative, user experience, and customer insights groups, growing the revenue and staff dedicated to web development projects, which accounts for approximately one-third of the office’s revenues today. William earned a B.S. in accounting and finance and an M.S. in information systems from Drexel University. driven innovation for major media companies and start-ups, and the last 15 focused on interactive marketing and Internet development, providing him with knowledge not just of the technologies, but also of the business goals and practices of media and advertising companies. As the media and marketing worlds undergo sweeping changes, Mr. Frank’s combination of deep technical knowledge and front-lines business experience give him rich perspective and positioning to offer critical knowledge and advice that industry leaders truly need. defining and developing strategies and solutions for rich Internet applications. Garbe holds an MBA from Wharton and a master’s of engineering from Cornell. Shuman Ghosemajumder Business Product Manager, Trust & Safety Google Shuman Ghosemajumder is business product manager for Trust & Safety at Google, where he manages product strategies to help protect their advertisers, partners, and users. He joined Google in 2003 as one of the early product managers for AdSense and helped grow that business to over $2B in annual revenue. He is the recipient of two Google Founders’ Awards for extraordinary entrepreneurial achievement. He was previously a strategy consultant with IBM and McKinsey & Co. He holds a BSc in computer science from the University of Western Ontario and an MBA from the MIT Sloan School of Management. Todd Friesen VP of Search Visible 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, Neiman Marcus and Accor Hotels North America on natural search optimization. He is an expert in search engine marketing, a former administrator at Webmasterworld.com, and a former moderator for Search Engine Watch Forums. He is co-host of the popular SEO Rockstars show on WebmasterRadio.FM, as well as a regular speaker at Search Engine Strategies, WebmasterWorld Pubcon, SMX and other conferences. Todd oversees Visible Technology’s TruView and search departments. He holds a bachelor’s of commerce from the University of Calgary and currently resides in Gig Harbor, Wash. Damian Finlay Managing Director Epiar Inc. As managing director, Damian is responsible for the dayto-day operations and management of Epiar, in addition to providing leadership and guidance to the account managers. Additionally, he performs a wide array of functions, including search engine marketing and optimization, site traffic building, strategic marketing research and analysis, and SEO copywriting. Damian is also involved in the development and execution of strategic planning initiatives that ensure that Epiar continues to offer its clients the finest levels of service and professionalism. Andrew Girdwood Head of Search bigmouthmedia Andrew cut his teeth within digital marketing as the SEO and affiliates wizard for a gaming site before joining bigmouthmedia as SEO consultant. Now head of search at market-leaders bigmouthmedia, Andrew is responsible for the continued development of the agency’s ground-breaking search marketing service for major clients. A true digital marketing devotee, and with several industry awards to his name, Andrew is often found on the event circuit presenting on a wide range of industry topics, from the future of SEO to how Web 2.0 effects online brand presence and search. What Andrew doesn’t know about search isn’t worth knowing. Paul Forster CEO Indeed Paul Forster is CEO and co-founder 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. Indeed won a 2007 Weddle’s Users’ Choice Award and was named the best job search engine by Job-hunt.org. Paul previously cofounded Jobsinthemoney, the leading finance jobsite, which won Forbes’ Best Finance 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. Paul holds an MBA from INSEAD business school as well as master’s degrees from Cambridge and Oxford universities. Gregg Galletta Director of Sales IndustryBrains As director of sales, Mr. Galletta oversees IndustryBrains’ advertising sales and sales operations across all of the company’s product lines. Prior to joining IndustryBrains in 2006, Gregg was at LinkShare, where he was responsible for launching the sales efforts of Linkshare’s Search Advantage SEM solution. Gregg brings over 10 years of interactive experience to IndustryBrains. As a pioneer in the interactive space, Gregg started his career by founding a web development and online marketing company, where he was involved in various first-generation fully enabled e-commerce websites and live streaming media pay-per-view events. Mr. Galletta holds a B.A. from SUNY StonyBrook and a certificate in e-commerce from New York University. Conn Fishburn Director of Social Media Strategy Yahoo! Inc. Conn Fishburn joined Yahoo in April 2006 and serves as director of social media strategy, where he works to deliver and monetize the next generation of marketing relationship, user interfaces, and brand experiences for key clients and their consumers around the world. Before joining Yahoo, Fishburn was senior partner and general manager of the Brand Integration Group (BIG), the awardwinning design and brand experience division of Ogilvy. He was the founder and managing director of dig, a creative research company, the director of brand experience at Internet Appliance Network, an emerging technology company, and a senior brand planner at Kirshenbaum Bond + Partners. Fishburn’s experience includes the creation of the films “Success,” produced to reposition a luxury brand, and “Character,” crafted to understand the values of Gen X. Fishburn graduated from Emory University with a dual degree in social theory and creative writing. 84 SES ß Vol. 2, Issue 2 | {NEW YORK, MARCH 2008} Adam Goldberg Co-founder & Chief Innovation Officer ClearSaleing Adam started Google’s inside sales team in NYC in 2003. His team was responsible for selling AdWords and other Google products to small- to medium-sized businesses. It was there that he learned about the overwhelming challenges that advertisers face in terms of managing, analyzing, and optimizing their online ad campaigns. He realized that technology could solve a lot of the challenges online marketers had to deal with. He put together several technical solutions that Google could offer to help their clients. In 2006, he left Google to start ClearSaleing. Adam, along with partners, raised several million dollars and developed a technology that is used by several Fortune 500 companies, as well as over a dozen members of the Internet Retailer 500. This technology is based on a unique methodology developed to best assess online advertising perSearchEngineStrategies.com ß SES Andrew C. Frank Research VP Gartner Media Industry Advisory Services Andrew Frank covers marketing and advertising technology trends as a research vice president with Gartner Research’s media team. His research has focused on new opportunities in search engine marketing, viral marketing and social media, online video and consumer-generated advertising, mobile and next generation TV advertising, engagement metrics, ad networks and exchanges, and advanced ad operations,. Mr. Frank has spent over 25 years focusing on technology- Kurt Garbe Entrepreneur in Residence, Advertising Adobe Systems As an entrepreneur in residence, advertising, Kurt Garbe is responsible for ad-based businesses at Adobe, including the most recent “Ads for Adobe PDF” service Adobe launched with Yahoo Inc. in November 2007. Garbe has been an entrepreneur for several companies in Silicon Valley. As a former COO at USweb, Garbe worked with leading companies on Speaker Bios 85 Speaker Bios formance so that marketers can properly allocate their limited ad dollars. ClearSaleing, in addition to being an advertising analytics provider, is also a full-service interactive agency. Andrew Goodman Principal Page Zero Media Andrew Goodman is founder of Toronto-based Page Zero Media, a marketing agency which focuses on ROI-driven paid search and custom online marketing plans. He is also co-founder of Traffick.com, an award-winning industry commentary site; author of Winning Results with Google AdWords (McGraw-Hill, 2005; 2nd ed. October 2007); and frequently quoted in publications like The Wall Street Journal, National Post, The New York Times, Globe and Mail, and New Media Age. He has spoken and moderated at some 20 Search Engine Strategies conferences around the world. His spare-time eccentricities include rollerblading without kneepads and naming his Japanese maples (Bob and Cindy). He’s also recently undergone a naming conundrum, working as chief content producer for a startup in user-generated content (currently named HomeStars). He lives in Toronto with wife Carolyn. firms and is recognized as one of the foremost SEM experts. He is the author of multiple books and white papers on the topic, and his best-selling second edition of Search Engine Marketing: The Essential Best Practice Guide received more plaudits from the industry’s leading players than any other book on the subject. In 2004, Mike was voted one of the U.K.’s top 100 influential people in Internet marketing for the previous decade in a poll of online marketer E-consultancy’s 22,000 U.K. members. Mike is a sought-after SEM speaker, and his newsletter has attracted over 17,000 subscribers. Mike played a key role as founding member and promoter of the global Search Marketing Association (SMA) movement and sits on the board of SMA-UK. Searchvisible is committed to best-practice search engine marketing. MN N N MM N M MN T.R. Harrington Director, Strategic Direction & Product Development Darwin Marketing T.R. is responsible for overall strategic direction and product development at Darwin Marketing and has been an Internet marketing pioneer since 1996. In addition to developing one of the first fully-integrated online marketing platforms while at USWeb/CKS in 1998, his team pioneered some of the first online sweepstakes, e-coupons, and other promotional products within integrated and ROI measurable campaigns. T.R. previously held management positions at Bank of America, Pacific Gas & Electric, USWeb/CKS, and RedGorilla.com. Select client credits include work for AOL/TimeWarner, AmericanAirlines, AskJeeves, HewlettPackard, Levis, GM, Microsoft, VirginRecords, and leading Chinese brands BrightDairy, HyMall, and UFIDA to name a few. T.R. holds an MBA from University of Virginia (Darden), the exchange program at CEIBS. His expertise has been featured in The Harvard Business Review, SCMP, and AdTech. — DAVID SZETELA, CEO, CLIX MARKETING Patricia Hall Investment Banker Hallmark Capital Patricia Hall is an investment banker with Hallmark Capital in New York, specializing in mergers and acquisitions, raising capital and high-impact growth strategies for both private and public companies. She has worked with SEM companies over the past five years and brings a Wall Street perspective to SEM business owners and managers. Pat has executed dozens of transactions, totaling billions of dollars for companies in a variety of industries. She has served as an expert witness involving complex financial matters, co-founded four firms, and published articles and commentary in the press, including Business Week, The New York Law Journal, and industry publications. Hall is a chartered financial analyst, sits on several corporate boards, and is a frequent speaker at industry conferences. over 20 of the largest CPG, pharmaceutical, B2B, and retail companies in the world. Prior to forming OHP, Yosi spent four years as chief marketing officer of IAC/InterActiveCorp’s entertainment division, where he worked with Expedia, Lending Tree, Match.com, and Ticketmaster. Prior to IAC, he spent 13 years in senior positions at Kraft General Foods and Dannon, where he invented the $550 million dollar kid yogurt category. Yosi is a highly sought-after speaker at many major conferences and universities, including Harvard and Yale business schools, the DMA, Ad:Tech, Conference Board, and IIR. His work has been featured in publications such as The New York Times, USA Today, DM News, and AdAge. Simon Heseltine Director of Search Serengeti Communications Simon is the director of search at Serengeti Communications (www.serengeticommunications.com), a digital marketing consultancy with a broad range of commercial and non-profit clients, providing a full suite of digital marketing services, including design and development, conversion consulting, search, e-mail, social media, banners, video, word of mouth, reputation management, and analytics. Prior to Serengeti Communications, Simon worked for Innovectra, a local search company, for more than seven years, where he worked on a dozen small- to medium-size IYP sites, as well as over 700 small business sites. Simon writes on a variety of search marketing topics for the “In House” column of SearchEngineLand, as well as for SearchEngineGuide, EndlessPlain. com, and his own blog, SearchEngineTigers. In his spare time, he is VP of public relations for the Manassas Community Toastmasters. Rob Graham VP of Creative & Technical Training Laredo Group Rob Graham is the VP of creative and technical training at the Laredo Group and has been an interactive communications and marketing specialist in the areas of production, training, and marketing since 1990. Rob was formerly the CEO of LearningCraft, a training company providing live workshops and online training to help brand managers, agencies, and web publishers achieve maximum ROI using search engine marketing, behavioral targeting, and other online marketing technologies before it was acquired by the Laredo Group. When he isn’t on the road presenting online advertising workshops, Rob is an adjunct professor at Harvard University and the University of Massachusetts-Lowell, where he teaches informational design, online marketing and e-business classes. He is also the author of Fishing From a Barrel, a guide to using behavioral targeting in online advertising and Advertising Interactively, a book exploring the development and uses of Rich Media based advertising and has been an industry columnist covering interactive marketing and Behavioral Targeting topics since 1999. Tyrona Heath Online Operations Sr. Specialist, Online Sales Google Ty Heath serves in a lead capacity in external training project management for Google. She also is an active member of the Google Non-Profit Program (GNPP). GNPP is an actionbiased team working to connect various parts of Google to help identify, create, and drive value for the nonprofit/NGO community (and Googlers) worldwide. Ty spent several years assisting advertisers as an AdWords customer support specialist before moving on to manage Google AdWords customer support training and AdWords account management training. Ty has delivered training to hundreds of successful Google AdWords users and specializes in helping businesses and nonprofits build awareness among their target audiences. Bill Hanekamp CEO The Well Bill Hanekamp is CEO of The Well advertising, an innovative marketing firm that focuses on emerging media strategies and techniques. For more than 15 years, Bill has been an Internet marketing consultant, conference speaker, seminar leader, and author. He has developed online strategies and creative for Sony Electronics, Philip Morris, American Express, Gore-Tex, and nearly 100 middle-market businesses in a wide range of B2B and B2C industries. Bill’s unique expertise comes from his in-depth understanding of advertising and marketing and a comprehensive grasp of technology. In a world where the CMO and CIO don’t often get along, Bill is able to bridge the communication gap to produce strategically sound, creative ideas that work in the real world. His presentations at industry conferences and events consistently rank “best of show.” You can find his articles, speaking engagements, and commentary at www.microsite.com. Craig Hordlow Chief Search Strategist Red Bricks Media Half scientist, half entrepreneur, Craig is Red Bricks Media’s chief search strategist and guardian of the “special sauce” that makes up our search strategy. Since 1999, he has been on the cutting-edge of search engine optimization, helping a range of clients achieve significant sales improvements through higher search rankings. Craig’s rigorous experimentation and innovative analysis have become the basis for Red Bricks Media’s approach to all SEO engagements. Before Red Bricks Media, Craig founded and was CEO for Community Musician, an SearchEngineStrategies.com ß SES Yosi Heber Founder & President Oxford Hill Partners, LLC Yosi Heber is the founder and president of Oxford Hill Partners, LLC, a strategic marketing firm that helps companies maximize their website and digital marketing revenue potential. His patent-pending, strategic website assessment and revenue optimization process, EQ Pulse, has been used by Speaker Bios Mike Grehan Founder & CEO Searchvisible Ltd. Mike Grehan is founder and CEO of Searchvisible Ltd. He has executive experience with the industry’s leading SEM 86 SES ß Vol. 2, Issue 2 | {NEW YORK, MARCH 2008} 87 Speaker Bios online service that grew to over 90,000 members and over six figures in revenue in just one year. Craig publishes thoughts on his Mostly Search Blog and teaches search engine optimization at Academy X in San Francisco. Craig holds degrees in English and molecular biology from St. Lawrence University and the University of Oregon, respectively. earned a B.A. in Asian Studies/Japanese, from the University of Maryland, Tokyo Campus, and a B.S. and MBA in international business, from California State University, Los Angeles. William 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 working with companies from around the world, helping them to enter the Japanese market using the Internet. She also has been giving SEO/SEM seminars to promote the concept of SEO/SEM, targeting the Japanese market to companies and web professionals. Prior to establishing AJPR, she worked as a senior marketing manager at a Japanese trading company, managing projects with U.S. and Japanese companies for eight years. She writes about Japanese online market at her blog at AJPR.com and Multilingual-Search.com. She is a chair of SEMPO (Search Engine Marketing Professional Organization) Asia Working Group, and a co-chair of SEMPO Japan. Dani Horowitz Owner DaniWeb Dani Horowitz started her website, DaniWeb, an IT discussion community for developers and tech enthusiasts, back when she was still in school obtaining her B.S. in computer science. Less than five years later, her interests have since shifted from software engineering to Internet marketing as she grew DaniWeb to a community of more than a quarter million members contributing over a half million forum posts, receiving well over 150,000 daily unique visitors from Google’s organic SERPS alone. In tune with not abandoning her degree, Dani, a LAMP programmer, designed and developed DaniWeb, which is built off the vBulletin forum framework, entirely herself, uniquely melding a programmer’s eye with a strong emphasis on usability, SEO, and Internet marketing. In addition to doing all of the development work, Dani currently manages DaniWeb’s advertising, marketing, and all business and financial aspects of the website, which earns its revenue solely from contextual advertising networks such as Google AdSense and IntelliTXT, as well as from more traditional banner advertising. senior AT&T executive at that time, told The Wall Street Journal that “The Rise of the Stupid Network” was “like a glass of cold water in the face” of AT&T’s leaders. The Wall Street Journal called the essay “scathing... startling,” and said, “It may soon assume cult status among the tech mavens that roam the World Wide Web.” Communications Week International said that the essay “challenged the most sacred assumptions of the telecom world.” The Gilder Technology Report said it was “a stirring call.” Inevitably, the essay found wider acceptance outside of AT&T than within it. So in 1998, Isenberg left AT&T to found isen.com, inc., to help telecommunications companies understand the business implications of the newly emerging communications infrastructure. such as Nokia, Daily Mail Group, and MoneyCorp. Receptional also works closely as a partner and advisors to Leisure Direction in the travel industry. Dixon Jones has spoken internationally about the importance of online link development for six years. Receptional formed in 1999 when a large London property asked Dixon to look at why no serious prospects were looking at their website. Since then, one in three occupants in the large property in Mayfair found their temporary home via the Internet — clearly a dramatic turnaround. Dixon Jones is also a moderator on Webmasterworld, covering the Microsoft and the “Tracking & Logging” forums. Kristopher Jones President & CEO Pepperjam Kristopher B. Jones is considered one of the top Internet marketing experts in the world. A true pioneer and leading voice of the industry, Kristopher is a prominent speaker and moderator at leading national and international marketing conferences, including Search Engine Strategies (SES), Affiliate Summit, Elite Retreat, and eComXpo among others. As president and CEO of Pepperjam, a full-service Internet marketing agency, Kristopher is looked to by thousands of businesses worldwide as one of a small group of pure Internet marketing experts. Kristopher was recognized in 2005 as an “Entrepreneur of the Year” by Bank of America. Greg Jarboe President & Co-founder SEO-PR Greg Jarboe is the president and co-founder of SEO-PR, a search engine optimization firm and public relations agency. He is also a partner in Newsforce, developer of an integrated suite of press release SEO tools. SEO-PR has been praised by world-renowned search authority Danny Sullivan for “focusing on search as a public relations tool.” SEO-PR is one of 10 companies that Larry Chase’s Web Digest for Marketers named to its “Who’s Who in SEO Experts.” Greg is a frequent speaker at Search Engine Strategies, WebmasterWorld’s PubCon, and public relations conferences. He is also the news search, blog search, and PR correspondent for the Search Engine Watch Blog. Gord Hotchkiss, who writes the Out of My Gord blog, has called Greg “the guru of cranking up web visibility through effective optimization of press releases and leveraging news search.” Lee Odden, who writes the “Online Marketing Blog,” has called Greg “a pioneer in the field of using search engine optimization in combination with press releases.” And Matt McGowan, VP of marketing for Incisive Media, has called Greg “the industry’s top expert in press release SEO and social media relations.” Greg has more than 25 years of experience in public relations, marketing, and search engine optimization at Lotus Development Corp., Ziff-Davis, and other companies. He graduated from the University of Michigan, attended the University of Edinburgh, and worked on his master’s at Lesley College. Patricia Hursh President & Founder SmartSearch Marketing Patricia Hursh, president and founder of Boulder, Colo.-based SmartSearch Marketing, is a true pioneer of electronic marketing. Patricia has been using technology to improve marketing and communications for more than a decade. Patricia began working in the search marketing arena in 1997. Today, Patricia is recognized as a search marketing veteran and expert. She writes columns for ClickZ and Search Engine Land, and regularly serves as a speaker and subject matter expert at industry events in the U.S. and internationally, such as AdTech, BMA, Search Engine Strategies, and DMA conferences. She frequently authors search articles and is often interviewed for industry publications. As an educator, Patricia has led numerous seminars and workshops and recently authored several courses for SEMPO’s “Fundamentals of Search Marketing Program.” Howard Kaplan COO Future Now Inc. As COO, Howard is ultimately responsible for delivering end-to-end delight to all those who engage our consulting services, partner with Future Now, or license our software tools and methodology. In addition to providing thought leadership in the space through writing and blogging, he’s also spoken about marketing optimization at leading conferences like Internet Retailer, Shop.org, Ad:tech, Marketing Sherpa, and Search Engine Strategies. He was designing search engines and engineering content management systems for PriceWaterhouseCoopers’ global web team before they were industry buzzwords, and has first-hand knowledge of why B2B exchanges never survived the fall of the Nasdaq — the visitors’ needs were never met. Howard is a graduate of the Georgia Institute of Technology, and the holder of three Vince Lombardi trophies. Bill Hunt CEO Global Strategies International As the Global SEM strategist, Bill is responsible for assisting companies use search engine marketing to reach customers in overseas markets. Bill currently spends fair bit of time helping IBM manage its global SEM/SEM program. Working as an internal contractor, Bill provides strategic and tactical SEM guidance to IBM’s search effectiveness team. Bill was formerly a senior partner and strategist for Outrider North America. In this role, Bill oversaw Outrider’s search marketing group that serviced the world’s leading companies via offices in 13 countries. While at Outrider Bill developed and oversaw global SEM campaigns for Accenture, IBM, Intel, The Hartford Insurance, Zurich Insurance, and many other top companies. Bill was a pioneer in using the Internet to market to overseas markets. He is an internationally-recognized Internet marketing expert, speaker, and contributor to numerous Internet marketing books. Know best for his direct, no-nonsense approach to how companies can use the Internet effectively and maximize the lifetime value of their customers. Bill 88 SES ß Vol. 2, Issue 2 | {NEW YORK, MARCH 2008} David S. Isenberg Principal Prosultant isen.com In 1997, David S. Isenberg wrote an essay entitled, “The Rise of the Stupid Network: Why the Intelligent Network was a Good Idea Once but isn’t Anymore.” In it, Isenberg (then a distinguished member of technical staff at AT&T Laboratories) examined the technological bases of the existing telecom business model, laid out how the communications business would be changed by new technologies, foresaw today’s cataclysms, and imagined tomorrow’s network. Tom Evslin, a Speaker Bios Managing Director Receptional LTD Dixon Jones has been a speaker at SES conferences since 2002 and is the managing director of Receptional LTD, which provides a tailored Internet marketing consultancy for many organizations in the U.K., having carried out tasks for groups Timothy Karr Campaign Director Free Press Campaign Director Timothy Karr oversees all Free Press campaigns and online outreach efforts, including SavetheInternet. SearchEngineStrategies.com ß SES 89 Speaker Bios Dixon Jones MN N N MM N M MN com and our work on public broadcasting, propaganda, and journalism. Before joining Free Press, Tim served as executive director of MediaChannel.org and VP of Globalvision New Media and the Globalvision News Network. He has also worked extensively as an editor, reporter and photojournalist for the Associated Press, Time Inc., The New York Times, and Australia Consolidated Press. Tim critiques, analyzes and reports on media and media policy for The Huffington Post and on his personal blog, MediaCitizen. — REBECCA LIEB, VP AND EDITOR-IN-CHIEF, THE CLICKZ NETWORK Steve Keller Director of Marketing and E-commerce Assurant Health Steven Keller is director of marketing and e-commerce for Assurant Health. Keller has been with Assurant Health since 2002, and is responsible for all online marketing and ecommerce activities. Previously, Keller was VP marketing and strategic alliances at a dotcom company, and prior to that, he spent over a decade as an executive and producer at The Walt Disney Company, where he coordinated Disney’s New Technology Committee. Keller began his career in advertising, managing CPG campaigns for Wheaties and Kraft Foods. Keller holds an MBA from Northwestern University’s Kellogg School of Management, and received a B.A. in communications from the University of Michigan. online media. She is a thought leader and sought-after speaker throughout the search marketing industry, and has been developing and implementing search marketing strategies for 10 years. One of the first companies to focus on search engine optimization and online marketing, Beyond Ink’s network of professional relationships has flourished over the years, and its reputation for providing high-level, quality consulting to businesses, both small and large, has remained steadfast. Ed served five years as director of sales and services at Digital Impact, pioneering award-winning marketing programs for Fortune 500 companies like Apple, HP, Microsoft, and Wells Fargo. He holds a B.S. in mathematics, with a minor in business administration, and a master’s in mathematics from UCLA. Charles Knight Editor, ReadWriteWeb network blog AltSearchEngines Charles Knight is a search industry analyst and the editor of the ReadWriteWeb network blog, AltSearchEngines (www. AltSearchEngines.com). His blog specializes in alternative search engines on a daily and global basis. Each month he publishes the popular “Top 100 Alternative Search Engines” list. He has appeared recently in Newsweek International, and was nominated for three blog awards in the Search Engine Journal competition. Since its inception on June 1, 2007, AltSearchEngines has rapidly become one of the definitive sites for niche search engines. His motto is, “the most wonderful search engines you’ve never seen.” His last appearance was at the Defrag 2007 conference in Denver, Colo. He lives in Charlottesville, Va., with his wife Laura. Rob Key CEO Converseon Rob Key is the CEO of Converseon, a leading web 2.0 communications agency that helps clients “join the conversation” to manage brands, build buzz/visibility, and drive sales. Converseon utilizes a range of cutting-edge services — including search and word-of-mouth marketing, blog, enterprise-generated and social media strategies, micro-community development, Search Engine Reputation Management (SERMA), and more — to help companies manage and protect their brands, build buzz, drive sales, and more effectively engage target audiences in the digital environment. Converseon’s proprietary technologies include Conversation Miner, designed to mine sentiment within consumer-generated media to inform communication strategies, and SERP Sentiment Analyzer, which helps manage perception and sentiment within top search engine listings. Founded in 2001, Converseon provides innovative digital communications solutions to a variety of leading brands including Hilton Hotels, Paypal, Dow Chemical, Coldwell Banker, among others. Rob was formerly head of the Innovations Group at a public relations division of Young & Rubicam, and member of the WPP.com board. Rob’s 20 years of marketing experience spans public relations, reputation management, search marketing, affiliate marketing, and online media/advertising, which has convinced him that markets clearly are “conversations” that require new ways of communicating. He has been involved in digital marketing since 1995. Rob is a frequent speaker at a range of leading industry conferences, including Affiliate Summit, Ad:Tech, Igniting Buzz, WOMMA, Conference Board, Syndicate and the Search Engine Strategies Conferences (SES). He can be reached at rkey@converseon.com. Dan Kashman SVP, Business Development Reprise Media As SVP of business development, Dan Kashman oversees Reprise Media’s marketing and new business strategies, as well as the day-to-day operations of the company’s search engine optimization and social media marketing lines of business. Before joining Reprise Media, Dan served as general manager and VP of business development at Root Markets, where he executed co-branded lead generation programs with top-tier online publishers, including The New York Times. In 2001, Dan founded and served as CEO of Precision Loyalty, a customer-relationship marketing firm. Earlier in his career, he spent four years at American Skiing Company as the VP of strategic planning and investor relations, where he helped lead the company in raising more than $900 million in growth and acquisition capital, including a successful initial public offering. Dan began his career as a financial analyst at the investment-banking firm Houlihan Lokey-Howard & Zukin. He received his B.A. in economics from Dartmouth College. Jon Kelly President SureHits Jon Kelly joined the SureHits team in July of 2004 as president. Prior to joining SureHits, Jon spent three years as an independent Internet marketing strategist and media consultant with clients that included GMAC Insurance and CNA Insurance. Jon got his start in marketing financial services online back in early 1999 as the co-founder and VP of marketing for eCoverage, the first venture-backed online insurance company. He held various executive management roles at eCoverage, focusing on marketing, product development, and corporate strategy. He also served on the board of directors of eCoverage Reinsurance. Prior to eCoverage, Kelly worked in strategic marketing at Oracle Corporation, developing and implementing methods to increase Oracle’s software license revenue. Prior to joining Oracle, he worked as a strategy consultant with Mercer Management Consulting, providing counsel to clients in strategic planning and relationship marketing. Jon Kelly earned a B.A. in economics and political science from Stanford University. Anton E. Konikoff Founder & CEO Acronym Media Anton Konikoff is the CEO of Acronym Media, a New York-based full-service search marketing agency. Anton is a frequent speaker on SEO, paid search, and other search marketing strategies, and is adjunct professor of marketing at the Pratt Institute in New York City. He has been directly involved with search, interactive marketing, web analytics, and user experience consulting since the industry’s early days in 1995. Prior to founding Acronym, Anton oversaw global search strategies at Healthology (now a NBC Universal company following its acquisition by iVillage). On the client side, he managed worldwide search and e-marketing at Lydall Inc., a multinational corporation with 15 global divisions. Over the years, Anton’s clients included SAP, Four Seasons Hotels, Sirius Satellite Radio, Bookspan, WebMD, Humana, Register. com, Scholastic, Pfizer, GSK, and South Beach Diet. Anton is active with the research committee of SEMPO and DMA’s search marketing council. He earned his MBA from Union College. Avinash Kaushik Author, Blogger, Analytics Evangelist Google Avinash Kaushik is the author of the recently published book Web Analytics: An Hour A Day (http://www.snipurl.com/wahour) and the highly-rated blog Occam’s Razor at http://www. kaushik.net/avinash. He is also the analytics evangelist for Google, and a frequent speaker at industry conferences in the U.S. and Europe, such as eMetrics summits, AdTech, Web 2.0 Expo, and SES. Through the book, the blog and strategic consulting, Avinash focuses on helping companies unlock the power of data from human-powered but technology-driven innovations. 90 SES ß Vol. 2, Issue 2 | {NEW YORK, MARCH 2008} Ed Kim CEO Red Bricks Media Appointed CEO of Red Bricks Media in early 2007, Ed oversees our client services, sales, marketing, and operations. Ed’s vision and drive have been instrumental in growing Red Bricks Media into a performance marketing powerhouse. Prior to his role as VP of client services at Red Bricks Media, Speaker Bios Anne Kennedy Managing Partner Beyond Ink With more than 35 years’ experience in marketing and public relations, Anne Kennedy founded Beyond Ink in 1997 to bring the fundamental principles of marketing communications to Tamera Kremer Founder Wildfire Strategic Marketing Tamera Kremer is a seasoned marketing and communications strategist, blogger, thought leader, and public speaker. She has SearchEngineStrategies.com ß SES 91 Speaker Bios over 10 years experience in interactive creative and strategic planning and execution, integrated launch campaigns, and developing customer lifecycle relationship building strategies with Tier 1 brands in both Canada and the United States. Her accomplishments include leading the strategic development of the award-winning eInterchange program for General Motors of Canada, developing the creative concept and strategy for the innovative and eco-friendly Sharp AQUOS 1080p D82 Challenge, and the strategic development of the groundbreaking Canadian Budweiser-NFL cross-promotion which integrated NFL league and team branding with the client’s retail, interactive and event channels. Most recently, as Founder of Wildfire Strategic Marketing, Tamera helps clients develop innovative integrated digital marketing and social media strategies that drive business and communications results. James M. Lamberti SVP, Search & Media comScore Inc. Mr. Lamberti leads the search practice at comScore Networks within the media division. Since joining comScore in 2001, James has led the development of the firm’s qSearch data stream into an industry-leading data and analytics tool widely used by search engines, portals, publishers, marketers, and analysts around the globe. James is a 15-year veteran of the market research industry with a background in all facets of marketing research, marketing, product development, and database management. James began his career at Information Resources, Inc. (IRI) in 1992 and learned the fundamentals of panel-based research, working with wineries in California’s Napa and Sonoma Valleys. A transition to the Clorox Company in 1995 cemented James’ skills as both a qualitative and quantitative researcher with the one of the CPG industry’s most respected companies. countries), Harrod’s (U.K.) and Veolia (worldwide). Sebastien has also been a writer in “La Revue du Referencement” (French SEO Review) (www.revue-referencement.com) since 2001. For several years, he has been an SEO trainer for Reed Business Information (Comundi) and the Paris Chamber of Commerce (CCIP). Sebastien is alsoa speaker at many European events such as Paris AdTech, Online Exhibition in Paris, and other e-marketing trade shows. series. Jennifer has worked for companies like Highlights for Children, Verizon, American Greetings, and Option Line, a national 24-hour crisis-pregnancy hotline. She has also been interviewed and quoted by several publications, including The Financial Times, USA Today, The San Francisco Chronicle, and Entrepreneur magazine. Olivier Lemaignen Group Manager, Global Search Marketing Intuit Olivier Lemaignen brings 15 years of online and offline demand generation experience to Intuit. After managing QuickBooks’ direct marketing acquisition team, he took on the leadership role for the small business division’s SEM, affiliate and display advertising programs. In addition, Olivier now leads Intuit’s global search marketing team. Before he began working for Intuit, Olivier spent 10 years in various agency and client-side marketing roles. Most recently, he held the position of VP of marketing for United Marketing Group, a direct marketer of affinity merchandise and membershipbased services. Olivier started his direct marketing career with advertising agencies in Chicago, where he consulted on acquisition and retention strategies with clients such as Sprint, NordicTrack, Midas, and Progressive Insurance. Olivier holds an MBA from the University of Notre Dame, a master’s in management from EDHEC Business School (Lille, France) and a B.A. in international economics from the Université de la Sorbonne (Paris, France.) He lives in northern California with his wife and five children. Joel Lapp SVP Account Services Reprise Media As SVP of Reprise Media’s Account Services team, Joel leads the account management and media groups, and creates the methodologies, business goals, and quality standards that both resolve the objectives of clients and fulfill the company’s vision. After starting his career in online community management at Participate.com, Joel accepted a position at GlobalStreams, a broadband media startup in his hometown of St. Louis. He acted as executive producer of an online streaming media guide, as well as associate editor of a print magazine focused on interactive news and entertainment. Following a whirlwind of acquisitions and mergers, Joel stepped away from interactive for a few years and joined Intrav, Inc. as international travel director. He managed the logistics of luxury tours while traveling in Africa, Europe, and Asia. In 2002, Joel finally unpacked his suitcase and returned to interactive media (this time with a focus on SEM/SEO) at Outrider, Inc. as an account supervisor. Carol Kruse VP of Global Interactive Marketing The Coca-Cola Company As VP of global interactive marketing for The Coca-Cola Company, Ms. Kruse is responsible for developing interactive marketing programs and experiences for key global brands around the world. Under her leadership, the global interactive marketing team is responsible for driving the evolution and implementation of the Coca-Cola global digital marketing technology platform, driving innovation and consumer relationship marketing, building knowledge and capabilities, sharing best practices throughout the company, and creating the performance mindset and metrics to measure the impact of the company’s interactive marketing investments. Ms. Kruse is also responsible for driving the company’s strategies for emerging digital communications such as mobile and virtual environments. Ms. Kruse has more than 17 years of consumer marketing and technology experience, including jobs in brand management at The Clorox Company, VP of marketing at Storm Technology, a digital imaging company, and EVP and co-founder of RocketCash LLC, an online payments and consumer promotions company that Coca-Cola acquired in 2001. At that time, Ms. Kruse joined Coca-Cola North America and was responsible for online advertising, brand websites, consumer relationship marketing, mobile and gaming strategy, and implementation and innovation. As VP of interactive marketing, Kruse recently has led the team responsible for developing the “My Coke Rewards,” program which debuted in 2006. Ms. Kruse holds a B.S. from Pomona College and an MBA from the University of Southern California. Ms. Kruse, her husband, son, and daughter live in Atlanta. Janel Landis Sr. Director of Search Strategy & Development SendTec Janel drives strategy for all SendTec search clients with a focus on meeting performance objectives, implementing testing, analyzing results, and growing the success of the SEM channel. Since joining SendTec, Janel has played an integral role in growing the search division from 22 campaigns to over 200 today. She has led the implementation of SEM campaigns for Pedigree, Intuit, Oriental Trading Company, ESPN The Magazine, Bed Bath & Beyond, Chefs Catalog, and CondeNast Publications. Her main focus is to drive new customer acquisition for clients, within strict acquisition goal metrics. Janel’s in-depth knowledge of the search engines, along with her strategic vision, enables clients to grow their customer base and increase overall profitability. Janel is a frequent contributor to many industry publications, including DM News, MediaPost’s Search Insider and MultiChannel Merchant. She is heavily relied upon by various media outlets and industry conferences as an expert in this channel, as well as offline to online marketing integration. Rebecca Lieb VP & Editor-In-Chief The Clickz Network Rebecca Lieb is vice president and editor-in-chief of the ClickZ Network. She has held executive marketing and communications positions at strategic e-services consultancies, including Siegel & Gale. She worked in the same capacity for global entertainment and media companies, including Universal Television & Networks Group (formerly USA Networks International) and Bertelsmann’s German network, RTL Television. As a journalist, Rebecca has written on media for numerous publications, including The New York Times and The Wall Street Journal, and spent five years as Variety’s Berlin-based German/Eastern European bureau chief. She’s also a member of the graduate faculty at New York University’s Center for Publishing, where she also serves on the Electronic Publishing Advisory Group. Jennifer Laycock Editor-in-Chief Search Engine Guide Jennifer Laycock has been involved in Internet marketing since 1995 and with search engine optimization (SEO) since 2001. After “serving her time” working for a variety of different firms, she left the world of traditional agencies to serve as editor-in-chief of Search Engine Guide, an industry site aimed at educating small business owners about search engine marketing. Laycock now focuses primarily on education, training and consulting as an independent SEM for small- to mid-size businesses throughout the United States. Known for her down-to-earth style of teaching and with a special focus on educating small business owners, Jennifer focuses on inspiring companies with new ideas, without leaving their heads spinning with techno-talk. She is author of The Small Business Guide to Search Engine Marketing and of the free “Zero Dollars, a Little Bit of Talent and 30 Days” Sebastien Langlois CEO Aposition Sebastien Langlois co-founded Aposition in 1999, one of the first European SEO agencies based in Paris. He is the chairman of this 40-person company that works now for one-third of France’s top 15 websites. With the biggest R&D department in Europe, Aposition is currently the leading French SEO company. Langlois participates in SEO strategy debates on websites like Mappy (France and many other European Speaker Bios 92 SES ß Vol. 2, Issue 2 | {NEW YORK, MARCH 2008} SearchEngineStrategies.com ß SES 93 Speaker Bios Jon Lisbin Chief Strategist Point It!, Inc. Jon Lisbin is a genuine Internet pioneer, having spent more than a decade developing innovative marketing programs and successful lead generation initiatives to help online companies meet their business goals. Some of Jon’s accomplishments include launching one of the first online affiliate programs (prior to Amazon.com), growing FreeShop’s affiliate program to more than 80,000 members, and managing multimillion-dollar online ad budgets. Prior to founding Point It, Jon managed online acquisition solutions for NetReflector, a Seattle-based online research firm; FreeShop.com (now Aptimus), an online customer acquisition provider; and Network Commerce. He launched Point It to leverage that experience and build a business providing targeted, cost-effective search engine advertising. As a recognized search marketing expert, Jon has made presentations at Search Engine Strategies, DMA, Ad Club Seattle and the Washington Software Association. He attended the University of Connecticut and Boston University and earned a B.A. in communications and an MBA in management from Fairleigh Dickinson University. audiences around the world. Her list of conference clients include worldwide Incisive Media Search Engine Strategies conferences, as well as other top industry conferences such as adTech, The Conference Board, and select Direct Marketing Association (DMA) events. In addition to the United States, Lloyd-Martin has presented in Australia, Canada, Sweden, the United Kingdom, Germany, Denmark, and Holland. Lloyd-Martin’s book Successful Search Engine Copywriting is considered a complete best-practices guide to search engine writing. A popular columnist, her articles have appeared in publications such as Inc.com, ClickZ, Catalog Success and Entrepreneurs’ Business Start-Ups. Specializing in gaining her clients top buzz in the search engines, Lloyd-Martin has worked with many big-brand clients, helping them use the power of strategic content to gain measurably increased online visibility. Lloyd-Martin is a member of the DMA’s Internet marketing advisory board and chair of the Search Engine Marketing council. She serves on the program advisory committee for the DMA’s annual conference, the Annual Catalog Conference, and DMDays. MN N N MM N M MN Bill Macaitis VP of Online Marketing & SEO/SEM Fox Interactive Media Bill Macaitis is the VP of online marketing & SEO/SEM for Fox Interactive Media (FIM). Bill leads up a centralized, in-house SEO/SEM department for the FIM network of sites, including MySpace, FoxSports, IGN, American Idol, Photobucket, AskMen, RottenTomatoes, Fox, GameSpy, and Direct2Drive. Bill has successfully utilized SEO & SEM PPC to dramatically increase traffic, drive revenue, and help elevate FIM to the largest network in the U.S. with 45 billion page views and 83 million unique visitors (ComScore US: May 2007). Before FIM, Bill was the VP of marketing & SEO/ SEM for IGN Entertainment, which he helped build to the largest gaming information network in the U.S. Bill has a long history of building up profitable, multimillion unique-visitor sites that have successfully secured exit events in the form of acquisitions. Bill has over 12 years of online marketing experience with specialties in SEO, SEM, viral marketing, and social networking. He is a respected search industry leader and has spoken at numerous conferences (Search Engine Strategies, Searchnomics, Pub Con, iHollywood: Search & Media Summit). Bill is also a member of the SEMPO Inhouse committee. He graduated with honors and dean’s list from the University of Illinois at Urbana Champaign with a B.S. in business administration. — DARIAN RODRIGUEZ HEYMAN, EXECUTIVE DIRECTOR, CRAIGSLIST FOUNDATION Technical College in Iceland, has a degree in systems analyzing from the Private School of Iceland Computer and Engineering, and has an Internet marketing degree from University of British Columbia. He has been involved in developing Internet solutions since 1996, and involved in search engine optimization and marketing since 1999. Gregory Markel Founder/President Infuse Creative, LLC Gregory Markel is recognized as one of the 10 “pioneers of search.” His Infuse Creative company is internationally regarded as one of the premiere tech-driven lead generation, e-commerce and entertainment-focused search engine marketing companies in the world, with clients that include Pacificare, Secure Horizons, Natrol, National Geographic, Prudential, Universal, CBS, EA Sports, Fox Network, Newline Cinema, Sony, Time Warner, Warner Bros., and many others representing dramatically varying client types. Gregory began his SEO career in 1995 with the real estate website vertical, as one of the industry’s first real estate site optimizers, eventually landing his SEO code on over 60,000 websites, with many still top ranked to this day. During the course of his career, Gregory and/or his company have achieved first-page SEO rankings for many of the most competitive keywords on the planet, including, “music,” “movie,” “mp3,” “britney spears,” and countless more. In addition to Fortune 500 clients, he and Infuse Creative have provided SEM services to dozens of the most popular music and movie websites on planet earth, including Eminem, Madonna, Led Zeppelin, Lord of the Rings, and many more. Misty Locke President & Co-founder Range Online Media Misty Locke is the co-founder and president of Range Online Media. She was named one of Fast Company Magazine’s “Top 25 Women Business Builders of 2004” and has advanced Range to a leading search marketing and interactive agency, with six domestic and international offices. Misty is a regular speaker at influential industry conferences, including Search Engine Strategies, Search Marketing Expo, eTail, WebmasterWorld, Ad-Tech and Shop.org. Misty has led the strategic direction and growth of Range since the company’s creation in 2001. She is proud to have directed the company’s mission of providing customers with measurable and industry-leading success metrics and world-class customer service. Under her leadership, Jupiter Research named Range as having the highest average client satisfaction rating in the search marketing industry for the past four consecutive years. Misty is active on agency and search advisory boards for Google, MSN, and Yahoo, and is passionate about creating an industry environment of accountability to marketers and consumers. She works with clients ranging from Nike and CompUSA to The Sundance Channel and Wyndham Hotels & Resorts to build successful search marketing and interactive strategies that are unique in design and implementation, yet built to scale, and achieve each client’s individual business goals. Misty holds a B.A. in corporate communications from the University of Texas and makes sure to prioritize her schedule around Longhorn home games. Eduardo Llach Chief Marketing Officer & Co-founder SearchRev Eduardo Llach is chief marketing officer and co-founder of SearchRev, which launched in 2002. No stranger to the online world and search, Eduardo was manager of Netscape’s Netcenter online advertising business in the mid-’90’s which included Netscape.com and multiple destination sites. Continuing with his Internet-oriented career, Eduardo worked as a consultant to the early search pioneer Inktomi, helping the company with e-commerce solutions and acquisitions. Eduardo was director of product marketing at AdForce, an early online advertising firm which 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 and prior to the advent of the Internet, Eduardo started and sold two 3D-software companies and developed software for Kodak, Macromedia, and other companies. He earned a B.S. in mechanical engineering from Cornell University and pursued an M.S. in electrical engineering from the University of Rochester. Kristjan Mar Hauksson Director of Internet Marketing Nordic eMarketing Kristjan is an owner and the director of Internet marketing for Nordic eMarketing. Nordic eMarketing specializes in search engine optimization and marketing for tourism, the fisheries, and other export industry segments, and in assisting companies to gain international visibility through the Internet. NeM also provides consultation in web content management systems and analytics solutions. In 2006, Nordic eMarketing consulted and worked with many companies and organizations in their online marketing efforts in nearly 20 countries, including British Airways, Fujitsu, Hitachi, Icelandair, Ossur, AVIS, Active Hotels, Trade Council of Iceland, eMarketing Services, Vodafone, The Blue Lagoon, Greyline, and SAS Hotels. Kristjan is the founder of the Iceland SEO/SEM forum, a contributing editor at Multi Lingual Search.com, and a popular lecturer around Iceland and abroad. Kristjan studied electrical technology with an emphasis on electronics at Reykjavik John Marshall CTO Market Motive John Marshall is Market Motive’s CTO and visionary for curriculum, teaching, and technical strategy. Prior to Market Motive, John was the founder and CEO of ClickTracks, inventor of the patented “overlay report,” and was instrumental in introducing ad hoc segmentation technology into the web analytics market. John is a Netscape alumnus and a seasoned technologist with roots in programming high-speed algorithms and statistical analysis. As an entrepreneur, John led ClickTracks through five years of consecutive growth until acquisition by Lyris Inc. John brings an excellent track record of SearchEngineStrategies.com ß SES Speaker Bios President & CEO SuccessWorks Search Marketing Solutions, Inc. Heather Lloyd-Martin, president and CEO of SuccessWorks, is recognized worldwide as the pioneer of SEO copywriting. An enthusiastic and experienced conference speaker, organizer and moderator, Lloyd-Martin speaks to standing-room only 94 SES ß Vol. 2, Issue 2 | {NEW YORK, MARCH 2008} 95 Speaker Bios Heather Lloyd-Martin teaching to Market Motive and regularly speaks on the topic of web analytics, conversion techniques, and marketing. Debra Mastaler President Alliance-Link Debra Mastaler is president of Alliance-Link, an interactive link marketing agency that has been in business since 2000 and is based in Williamsburg, Va. Debra offers custom linkbuilding and link training by combining traditional sales and promotional strategies with effective online search engine marketing tactics. In addition to client projects for Fortune 500 companies as well as a number of top SEO firms, Debra is a featured speaker and link trainer at Search Engine Strategies, is a guest blogger for Search Engine Land and Search Engine Guide, has done numerous High Ranking Seminars as well as link training the Direct Marketing Association. Ms. Mastaler holds a B.A. in business administration/marketing and worked for over 15 years in sales and promotions for a Fortune 50 company prior to starting her own marketing firm. In addition, she writes on link-building techniques for several publications, including her link-building blog the Link Spiel. much more than keywords and links. What he does is help clients use the Internet to grow their business, no matter if it involves SEO, social marketing, blogging, local search — you name it. He has guided successful projects for clients of all sizes and budgets, with special emphasis on traffic acquisition via organic rankings. Matt is a regular speaker on the Search Engine Strategies and Search Marketing Expo conference circuits, and a frequent contributor to several SEO- and SEMrelated blogs and discussion forums. co-founder of Recency Data he developed the first WAP and SMS based Presidential poll used by AT&T Wireless and Gallup during the 2000 US Presidential elections. Subsequently, Mr. Memon was the mobile and wireless reporter for TechTV. Mr. Memon lives in New York City and holds a law degree from Golden Gate University. Lyndsay Menzies Managing Director bigmouthmedia A bigmouth since 1999, and with 100 bigmouths under her watchful eye, Lyndsay’s remit can be summed up as “Responsible for developing and keeping the happiest clients and teams in the industry,” whilse growing bigmouthmedia U.K. into the clear leader in its field. Lyndsay heads up the three U.K. offices, as well as the New York office. Bigmouthmedia has the highest client and staff retention in the industry, and was named a 2007 FT “Best Place to Work.” A real “people person,” Lyndsay is a pioneer in integration of search within marketing strategy, offering a no-bull, can-do attitude that’s crucial for the success of her clients in a fast-changing medium. Bigmouthmedia is a digital marketing agency with search at its core and fire in its belly, working with big-brand clients from all sectors, including Barclays, Arcadia Group, MTV, Tesco, British Airways, Emap, Kodak, Samsung, Rackspace, and Castrol. With 11 offices across three continents, and working in 22 languages, bigmouthmedia focuses on integrated digital marketing using search, mobile, social media, online brand monitoring, affiliates, and OMP. Gordon McLeod President The Wall Street Journal Digital Network Gordon McLeod is president of The Wall Street Journal Digital Network, which includes WSJ.com, MarketWatch.com, Barrons.com, Dow Jones Classified Ventures, and the recently launched AllThingsD.com. Mr. McLeod previously served as general manager of Time Inc. Interactive, creative director for CBS News, and co-founder of Grisanti-McLeod Inc., a strategic and creative consulting agency. He has a master’s degree in public policy from Harvard University and a bachelor’s degree in political economy from the University of California, Berkeley. He currently serves on the boards of the Online Publishers Association (OPA) and FiLife.com, a joint venture between Dow Jones and InterActive Corp (IAC). and systems, Mr. Miller ran the first automated cable ad channel system for New England Sports Network, TCI Cablevision, and Heritage Cablevision. He received the first-ever perfect score on the CACS exam in Washington, D.C. He began search marketing in 1996. Since then, he has consulted and trained for Fortune 100 companies, spoken to hundreds of e-business entrepreneurs at search marketing conferences and played key development roles in a multitude of online ecommerce and software development projects. Mr. Miller founded Hologram Design in 1997 and originally founded Engine Ready in 2000. A British citizen, Mr. Miller completed his engineering degree in Edinburgh, Scotland, and has been in the United States for the past 23 years — just enough time to nearly lose his accent. Jeff G. Molander CEO Molander & Associates Inc Jeff G. Molander is CEO of the consulting firm Molander & Associates Inc. and principal at The Partner Maker LLC, the first communications management system custom tailored for the online performance marketing industry. Since 1997 he has been providing management consulting and business development services to early stage entrepreneurs, investors, agencies, multi-channel retailers, and service marketers. His analysis and recommendations serve to build business cases for investment in digital advertising and media strategies. Molander cut his performance marketing teeth upon joining his client Performics Inc., where he helped found and grow the web marketing services company. Ultimately Performics was acquired by DoubleClick in 2004 and Google (GOOG) in 2007 — part of a $3.1 billion acquisition. In addition to maintaining a consulting practice, Molander spends his time investing in and advising a handful of early-stage companies. Arnaud Mauvais VP, Truveo VP of AOL Arnaud Mauvais, VP of Truveo and VP of AOL, oversees the ongoing search platform operations, crawler operations, and search quality efforts for Truveo. He joined the Truveo team in early 2005, when he worked on the first production deployment of the search engine leading to its beta release later on that year. During his 16 years in the information technology field prior to Truveo, Arnaud developed products and solutions for the software, financial, and Internet Service Provider industries. Arnaud also designed, deployed, and operated mission-critical voice, video, and data networks. In addition to Truveo, he has worked for Electronic Arts, Autodesk, Bang Networks, Bank of America Securities, CommerceNet, and Knight Ridder. Arnaud holds an engineering degree from l’Esigetel (Ecole Supérieure d’Ingénieurs en Informatique et Génie des Télécommunications) in Fontainebleau, France. John McWeeney VP Business Development TurnHere John is SVP of business development for TurnHere and a member of the senior management team. As TurnHere’s first employee, John helped Brad Inman found the company in 2005. John has held key leadership positions with Internetbased businesses for the last 10 years and runs TurnHere’s business development and distribution divisions. John came to TurnHere after most recently serving as COO of MetroRent, an Internet-based real estate service, which he later sold to Cendant Corporation. Prior to MetroRent, John served as managing director for a Denver-based venture fund. John received his MBA from Northwestern University’s Kellogg School and his B.S. from Georgetown University’s School of Foreign Service. Larry Mersman VP Trellian Software Larry Mersman is the VP for Trellian.com, and has been with the company for more than six years. Larry was brought on initially to run their Brick and Mortar retail product, having an extensive background in retail distribution and sales, and now runs the U.S. office and its staff. As the channel began to change, Larry moved to the online side of the business, working with the different tools that Trellian has to offer. Larry has spoken on numerous occasions about keyword research and competitive intelligence in the U.S. and in Europe. Trellian is based in Australia and has satellite offices in several countries. Mike Moran Distinguished Engineer IBM Author of the acclaimed new book on Internet marketing, Do It Wrong Quickly, on the heels of the best-selling Search Engine Marketing, Inc., Mike Moran led many initiatives on IBM’s website for eight years, including IBM’s original search marketing strategy. Mike holds an advanced certificate in market management practice from the Royal U.K. Charter Institute of Marketing, and writes marketing columns for Revenue Magazine and WebProNews. He is a member of the search engine marketing council of the Direct Marketing Association, and a charter member of the DMA’s Internet marketing advisory board. Mike is a frequent speaker to the DMA, to the American Marketing Association, and many others. He led the integration of ibm.com’s site search technologies and is currently an IBM distinguished engineer on the SearchEngineStrategies.com ß SES Matt McGee Speaker Bios Matt McGee began doing SEO around 1999/2000, back when Google was just a baby and you were “hot stuff” if you could figure out how to get a site to rank well in both Lycos and Excite. Today, he works as the SEO manager for Marchex, a local search advertising and publishing company in Seattle. His title has “SEO” in it, but SEO has blossomed into so 96 SES ß Vol. 2, Issue 2 | {NEW YORK, MARCH 2008} Farhan Memon is a senior product manager with AOL responsible for mobile search. He has spent 13 years in the Internet industry as a technology journalist and pioneering mobile entrepreneur. Mr. Memon was the co-founder of Yack.com, a Web 1.0 start-up that developed amongst its products the first “TV Guide” for mobile streaming audio and video. As the Jason Miller CTO Engine Ready Software Jason Miller, CTO of Engine Ready Software, has been deeply involved in search marketing since pre-pay-per-click days. In 1992, heavily involved in sports production graphics 97 Speaker Bios SEO Manager Marchex Farhan Memon Senior Product Manager AOL Search OmniFind enterprise search product. Mike can be reached through his website (mikemoran.com), which is also home to his Biznology newsletter and blog. Alicia Morga CEO Consorte Media Alicia Morga is CEO of Consorte Media, the leading provider of online marketing solutions targeting the Hispanic market. Through its network of premium content sites, its extended advertising network of third-party sites, and its targeted leadgeneration services, Consorte Media provides brands with multiple ways to connect with the over 20 million U.S. Hispanic consumers online today. The Consorte Network today receives over 1 billion impressions and traffic of 18 million unique visitors per month. Prior to founding Consorte Media, Alicia was an investment professional focused on venture opportunities in the technology sector for The Carlyle Group’s U.S. venture fund and also worked at Hummer Winblad Venture Partners, where she focused on early-stage software investments. Alicia has served on the boards of technology companies such as Ingenio, Ventaso, Secure Elements, Archetype-Solutions, Applied Semantics, Menerva Technologies, and Discovercast. Alicia holds a J.D. from Stanford Law School and a B.A. from Stanford University. ances, identifying acquisition opportunities and evaluating the company’s capital structure. He has served as the president of iProspect for the last five years and led the company through its recent acquisition by Aegis PLC. Previously, he served as the firm’s EVP. Murray earned a master’s in business administration from Harvard University and a bachelor’s in business administration from the Carroll School of Management honors program at Boston College. He has written numerous articles for industry publications, including DM News, iMedia Connection, MediaPost, Target Marketing Magazine, and is a regular columnist for Search Engine Land. MN N N MM N M MN David Naylor SEO Bronco David Naylor, more commonly known as DaveN, started working in the SEO industry over eight years ago, working mainly with three large corporations, releasing their databasedriven data, creating internal link structures, and improving usability. David went on to consult for a wide variety of online businesses, from corporations to off-shore pharmaceutical companies, retail outlets to large portals. His techniques range from clean white-hat SEO to black-hat SEO, depending on the techniques needed for success. A few years ago, David entered into the affiliate wars. Today, David is a major contributor in the affiliate arena. David’s main motivation is that he believes that there is no point having a site if it doesn’t rank No 1. David also runs a successful ISP and web design company that specialises in e-commerce solutions and bespoke stateof-the-art programming, which provides clients with not just SEO services but a complete website design, programming, and hosting package. Along with these commitments, he still finds time to moderate at WebMasterWorld and SearchEngineWatch, as well as post on his own blog. One of David’s main attributes that continually gives his clients great ROI is his constant development of new techniques and the ability to see algorithmic changes before most other SEOs. He has a proven track record of successes in the most competitive markets. — IAN WHITE, CEO, URBAN MAPPING Jon Myers Head of Search MediaVest Jon has worked in search marketing and online media for more than nine years. Involved in SEO for years and paid search (PPC) since its inception in the U.K., he is recognised for his unparalleled experience and knowledge within search engine marketing in the U.K. He was one of 10 experts selected by Overture (Yahoo) to help create their SEM accreditation scheme. More recently, he is a regular member of search product improvement panels with all of the major search engines within paid search. Jon has actively been involved over the years with industry bodies such as SEMPO and the IAB as a Search Task Force committee member. A regular presenter at industry events, Jon has spoken at Incisive Media’s Search Engine Strategies (SES) conferences in the U.K., Europe, and the U.S., as well as at Internet World, AdTech, Marketing Weekly Conferences, Annual Marketing Summit, Revolution Conferences, Online Marketing Show, NMA Training Days and Conferences, NMK Digital Marketing events, and the U.K. Mobile Marketing Conference. When she’s not busy raising money for The Salvation Army USA via the Internet, Noble has become a sustaining member of the Association of Junior Leagues International after nine years of active volunteer service. Noble has served as the president of the Golden Gate Chapter of the Association of Fundraising Professionals (AFP) and is currently serving on the AFP international committee on directorship, external relations committee, and marketing and communications task force. She also authored a chapter in the new Jossey-Bass book, People to People Fundraising: Social Networking and Web 2.0 for Charities. Chase Norlin CEO Pixsy Corporation Mr. Norlin has spent the last 14 years in the emerging technologies and online media space. Prior to Pixsy, Mr. Norlin served as senior business development executive at ValueClick (NASDAQ:VCLK). In this role he managed publisher distribution and emerging technologies for the ValueClick display ad network, paid search, and comparison shopping divisions. Prior to ValueClick, Mr. Norlin held the position of senior business development consultant to InfoSpace (NASDAQ:INSP), charged with publisher distribution and emerging applications for the paid search division. Previously, Mr. Norlin developed Sony’s first online photo sharing venture and founded the web’s first video sharing company. Mr. Norlin has served on the advisory board of CampusPoint (www.campuspoint.com), a leading online recruiting and staffing firm, and currently serves on the advisory board of AdBid Central (www.adbidcentral.com)) and Ignite Venture Partners (www.ignite-vp.com). He received his B.A. from UC-Berkeley and an M.A. from the University of Chicago. Ulli Muenker Search Marketing Manager BusinessWeek Ulli Muenker joined BusinessWeek, a division of McGrawHill Companies, in January 2007. As the first in-house SEO evangelist, she works very closely with the editorial, technology, and web design departments. Ulli began her career in search about five 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 very 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 holds an M.A. in media/communications from Germany. During her free time, she enjoys picnics in Central Park and live comedy shows. Matt Naeger VP/General Counsel IMPAQT Matt brings a depth of knowledge in data analysis and business performance management to direct the company’s strategy and implementation of IMPAQT’s comprehensive vision. Matt has been instrumental in the development of the scoring metrics, keyword selection, bid management systems, and research methodologies used in IMPAQT client campaigns. Matt graduated from Duquesne University Law School and applies his legal training and expertise to the search industry in a multitude of ways — specifically as they relate to online client branding, as well as trademark and copyright issues. He has spent over a decade managing large-scale direct marketing analysis projects for Fortune 500 clients. Matt is recognized as a true thought leader in search, frequently speaking at leading industry events and summits. He is also considered a go-to source for search analysts and media. Nicci Noble Electronic Fundraising Specialist The Salvation Army National Headquarters Born in New Orleans and raised in the South, Nicci Noble has been volunteering with nonprofit organizations since the age of ten, when she first collected donations for Buddy Poppies on behalf of the Veterans for Foreign Wars. As the electronic fundraising specialist for The Salvation Army, Noble has expanded the nonprofit’s web presence and pioneered its web-based fundraising adnd communication efforts. In addition, she has created and implemented the first national online giving programs for disaster and Christmas campaigns, as well as The Salvation Army USA’s Facebook application to promote the Online Red Kettle. As a result of her efforts, The Salvation Army USA has seen a dramatic increase in the number of donors and online revenue. Lee Odden CEO TopRank Online Marketing A 10+ year Internet marketing veteran, Lee Odden is CEO of TopRank Online Marketing. Recognized by MarketingSherpa and topseos.com, TopRank helps Fortune 500 companies with Internet marketing consulting, training, and implementation services. Odden has been cited in numerous books and industry publications, including The Economist and DM News on the topics of search, social media, and online public relations. He also publishes Online Marketing Blog, ranked as one of SearchEngineStrategies.com ß SES Robert Murray Speaker Bios Robert J. Murray is president of iProspect. He is responsible for formulating the firm’s corporate strategy as well as managing the company’s operations. Murray, who has more than 15 years of strategic consulting and financial analysis expertise, is also in charge of developing and negotiating strategic alli98 SES ß Vol. 2, Issue 2 | {NEW YORK, MARCH 2008} 99 Speaker Bios President iProspect the top 10 marketing blogs online by Advertising Age. Odden is a regular speaker at Search Engine Strategies, WebmasterWorld Pubcon, DMA Annual Conference, Media Relations Summit, PRSA International Conference, and Mediapost’s Search Insider Summit. Gib Olander Director of Business Development Localeze As director of business development, Gib Olander has helped Localeze become the leading provider of merchant content management services, including collection, organization, validation, and distribution of merchant content. Prior to Localeze, Gib was a business development director with iCrossing (named search marketing agency of the year 2005), where he educated Fortune 500 companies on the positive results that can be achieved by creating smart content, strategic linking, and a clean platform to improve organic and paid search visibility. Previously, Gib was involved in the launch of Chicago.Citysearch.com when Citysearch began its push for nationwide coverage following the purchase of MSN’s Sidewalk property. Gib also developed advertising campaigns as well as direct mail marketing programs with The Ameritech Yellow Pages and Advo. monetization for search and display advertising, pricing management for display advertising and the targeting capabilities for display advertising. Recently, David played a vital role in the development and launch in early 2007 of Yahoo’s new platform, called “Panama.” David’s career in the computer software industry spans over 19 years at various private and publicly-held companies, including management positions at IQ Labs, Aceva, and Netscape. Prior to joining Yahoo, he served as VP and general manager at system management software firm, NetIQ, following a promotion from his post as VP of product marketing and management. David is a graduate of the University of Vermont. Leeds University, an MBA from the University of London’s Imperial College, and is currently reading an M.A. in human rights at Columbia University, N.Y. a frequent speaker about how organizations and activists can use the social web to advance social change and is a graduate of Stanford and the London School of Economics. Cris Pierry Senior Director of Product Management Yahoo! Search Cris Pierry is responsible for the product management of Yahoo Search, including web search, multimedia search (image, video and audio), next-generation search and social search. Prior to this role, Cris was responsible for the development all of Yahoo’s multimedia search products as well as a host of international web search properties. Cris has over 16 years of technical development, computer engineering, and leadership experience at companies like Microsoft, Action Engine, and Yahoo. In previous roles, Cris has led teams to create cuttingedge products at both large and small companies. Cris cofounded Action Engine Corporation, focusing on the design of mobile web services platforms for wireless carriers to enable rapid and efficient deployment of advanced data services for operators in Europe, Asia, Australia, and America. Cris holds a B.S. in computer science from Worcester Polytechnic Institute in Worcester, Mass. Nigel Ravenhill Program Manager McAfee Nigel Ravenhill joined McAfee following its acquisition of ScanAlert. He started with ScanAlert in 2002 as one of its first employees, long before the company established Hacker Safe certification as the Internet’s security standard. For the past six years, he has analyzed behavioral trends and actions of online consumers, turning the data into a succession of published reports and editorials. Nigel has worked in high tech marketing for close to 15 years. He earned a bachelor’s degree from the University of Western Ontario and a master’s of mass communications from the University of South Carolina. Eric Papczun Director of Natural Search Performics Eric Papczun is an online marketing expert who specializes in the optimization of websites. He is the director of natural search optimization for Performics, the performance marketing division of DoubleClick and a leading search engine marketing firm. Eric drives the strategic direction of natural search programs for Performics’ clients, which include many of the nation’s top brands. His seven-plus years of experience managing interactive marketing programs — both on the client and service provider side — uniquely position him to deliver results, while being respectful of a company’s unique culture. Eric leads a team of NSO experts who identify critical roadblocks that impede the navigation of a website and its ability to be effectively crawled by search engines. Prior to joining Performics, Eric was the co-founder of Golf Links to the Past, Inc., a leader in golf art and collectibles. He designed the company’s e-commerce site and managed all search marketing activity, which drove online sales to 30% of the company’s total revenue. Eric also served as a management consultant and corporate trainer prior to starting his own business. Eric Richmond Founder MediaManagement Eric’s career in interactive began in 1994 when he started MediaManagement, a small marketing and advertising company focused on the fledgling Internet. After some moderate success, he and his wife launched Destinations, the first fully interactive online travel magazine on the web. In 1997, Eric joined APLDigital, the interactive arm of IPG’s Ammirati Puris Lintas in April 1997 as VP, senior technologist. The following year, Eric was recruited by Grey Interactive New York as chief technology officer to lead their 30-person technology team. Until recently, Eric was VP, SEO/technology for 360i LLC, an award-winning digital marketing agency, where he was responsible for a team of over 20 search professionals working on clients like NBC/Universal, Turner Broadcasting, MTV Networks, and Borders. In addition, Eric led the development of several technology projects at 360i, designed to improve the quality and efficiency of the SEO process. Susan Prater Global Interactive Marketing Manager Owens Corning Susan Prater manages all aspects of digital marketing for Owens Corning. She drives strategy with a focus on meeting performance objectives and KPIs, implementing testing, analyzing results, and developing effective SEM campaigns. Her team is also responsible for integrated launch campaigns, SEO, and creating traffic to and conversion from all Owens Corning-branded websites. She leads a team of over 20, including IT and agency personnel. Prior to joining Owens Corning in June 2007, Susan began her career in 1989 at Ford Motor Company in product development and has since held many different management positions in interactive marketing, brand strategy, brand marketing, marketing communications, merchandising, and e-commerce. She has a B.S. in electrical engineering and an MBA. Scott Orth Director of Internet Marketing GTS Scott Orth has over 16 years of management experience in industries such as high-tech, hospitality, e-commerce, and communications. Since 1999, Scott has put his business and Internet marketing skills to the test, eventually building revenues of his own e-commerce site by over 2,000%. After receiving his B.S. in management and information systems from George Fox University, Scott decided to draw on his marketing and management skills to lead full-service interactive agencies, building success for clients like Freightliner, Louisiana Pacific, FEI, Carrier Corporation, and dozens of small- to medium-size companies, spanning many industries and business types. With a breadth of knowledge and experience in both B2B and B2C online marketing, Scott has written and published numerous articles, and is a co-founder and VP of operations of the Search Engine Marketing Group of Portland (SEMpdx.org). Chrysi Philalithes Launch Managing Director Steak Media New York Recognized in both The Guardian’s “50 Women to Watch” and Management Today’s “35 Women Under 35”, Chrysi is Steak New York’s launch managing director and is responsible for building and establishing the company in the U.S. She is also a non-executive board director of Steak. Prior to joining Steak NY, Chrysi was a founding member of Espotting, the company that pioneered search marketing in Europe in 2000 and supplied pay-per-click ads to Yahoo, Lycos, Alta Vista, and Ask. As European marketing director at Espotting, Chrysi successfully launched the company in eight markets before being part of the team that merged the company with FindWhat in a deal that valued Espotting at $186 million. Chrysi holds a B.A. (honors) in economics and politics from Irene Rigos Senior Ecommerce Manager Wyndham Hotel Group Irene Rigos is a senior e-commerce manager for Wyndham Hotel Group, part of Wyndham Worldwide, the world’s largest lodging franchisor. With over eight years of Internet experience, Irene has held a variety of roles that have led to the strategic development and successful launch of various global marketing campaigns, including SEM/SEO, e-mail marketing, strategic partnerships, and affiliate. Her skills in usability and website product development also played a key role in her company’s international expansion in EMEA, with the development of in-language websites for the U.K. and Germany. Currently, Irene is leading the optimization of the SEM strategy for all Wyndham Hotel Group brands. SearchEngineStrategies.com ß SES Ben Rattray Founder & CEO Change.org Ben Rattray is the founder and CEO of Change.org, a social network that connects nonprofits, political campaigns, and engaged citizens around the world. He was previously a government affairs consultant and co-founder of GFS, a social entrepreneurship venture that provides software to help nonprofits and municipalities navigate the federal grant process. Ben is Speaker Bios David Pann VP of Network Monetization Yahoo! Inc. As the VP of products for Yahoo’s sponsored search team, David Pann is responsible for the ongoing development and enhancement of Yahoo’s search marketing and display advertising platform. Specifically, David’s team works on network 100 SES ß Vol. 2, Issue 2 | {NEW YORK, MARCH 2008} 101 Speaker Bios Frank Rocco VP Marketing & Sales EZ Show, Inc. Frank Rocco is responsible for market development for EZShow, a software company that offers a self-service DIY video ad-builder for publishers and advertisers to create and distribute video ads online in minutes. He has been in the advertising industry for over 20 years developing and implementing results-driven marketing communications programs for major consumer and technology organizations. He has written and produced TV commercials for top advertising agencies including McCann-Erickson and Leo Burnett in the U.S. and overseas. His responsibilities involved maintaining a strong media presence and innovative creative programs for global brands including Coca-Cola and Exxon. He owned and managed a full-service advertising and marketing communications agency in New York which specialized in brand development for top technology companies including Hitachi, IBM and NEC, as well as producing online campaigns and video ads for small to mid-size businesses. ing law, and he is a featured speaker on legal and emerging issues at Incisive Media’s Search Engine Strategies conferences held in San Jose, New York City, and Chicago. He was also a featured speaker at Marketing Sherpa’s inaugural E-mail Marketing Summit. Mr. Rohrs has been quoted on variety of interactive marketing topics in publications, including Advertising Age, Wired.com, Marketing Sherpa, Target Marketing, ClickZ, Inside Business, and The Plain Dealer. Mr. Rohrs received his J.D. and master’s in mass communication from Boston University. He received his undergraduate degree from Miami University, where he currently serves on the advisory board for the school’s interactive media studies program. a 2006 Advertising Age top 20 search engine marketing firm. Ryan recently founded a strategic consulting firm, Motivity Marketing, and has written over 200 articles on search and interactive marketing as search editor for iMedia Communications, a trade publisher and event producer serving the interactive media and marketing industries. His former client roster includes notable brands such as Rolex Watch USA, State Farm Insurance, Farmers Insurance, Minolta Corporation, Samsung Electronics America, Toyota Motor Sales USA, Panasonic Services, and the Hilton Hotels brands. Additionally, Ryan has volunteered his time with the Interactive Advertising Bureau (IAB), Search Engine Marketing Professional Organization (SEMPO), and several regional nonprofit organizations. focused her attention on delivering superior strategies and proactive account management to iProspect’s clients. A polished speaker, Schmidt has presented at various conferences around the globe, including Search Engine Strategies. She has also authored articles for industry publications, including Pharmaceutical Executive Magazine and Direct Magazine. Chad Schott VP, Business Development Marchex, Inc. Chad Schott brings more than 12 years’ experience promoting new advertising services among local businesses to Marchex, where he is responsible for business development strategies across all of Marchex’s business units. Chad joined Marchex from RHD Interactive, where his accomplishments included the development of reseller agreements with Google AdWords and Y! Search Marketing. He also initiated an exclusive reseller relationship with Y! Local. Prior to RHD, Chad worked in the small business, search, and directional media units at AOL, where he built and managed strategic relationships with industry leaders such as Ingenio. Prior to AOL, Chad served as director of strategic partnerships for an early small business website services provider, Bigstep.com. Chad has an MBA from Cornell University and a B.A. from Denison University. Ettore Rossetti Senior Manager, Internet Marketing Save the Children, USA Ettore Rossetti oversees Internet marketing campaigns such as search engine marketing for Save the Children, with a focus on new donor acquisition. Save the Children is the leading independent, nonprofit children’s organization. In addition to Internet marketing, he directs the e-commerce operation, selling branded merchandise on the web, such as licensed ties featuring children’s artwork. According to a recent article in The Chronicle of Philanthropy, Save the Children had one of the two biggest percentage increases (2,560%) in online giving among “international” agencies as well as was one of the top three websites for dollars raised ($15.9M) in the same category. Michael Sack Director, SEM Technology & Development Idearc Media Corp. Mike Sack has established a reputation as a key thought leader in the search engine marketing and online customer acquisition space. He is a regular speaker at industry events such as Search Engine Strategies and has had several articles published in recent years. Mike also moderates the “Conversion, ROI & Tracking” forum at SearchEngineWatch.com. Darian Rodriguez Heyman Executive Director Craigslist Foundation Darian is passionate about creating positive change in the world. Currently, he serves as executive director of Craigslist Foundation, an organization working to educate, empower, and connect emerging nonprofit leaders and social entrepreneurs. Darian hopes his work there will help create a single point of entry to the nonprofit sector, resulting in increased philanthropy, volunteerism, and civic engagement. Before Craigslist Foundation, Darian co-founded Beyond Interactive, the fastest growing interactive advertising agency in the dotcom days, which was acquired by Grey Global Group (now part of WPP). He sits on the board of directors of Project Ahimsa, a global effort to empower children through music, and is a spirited world traveler, DJ, and snowboarder. Darian holds a B.A. in international relations from the University of Michigan, Ann Arbor, and resides in the Mission district of San Francisco. Ryan Sarver Founder & VP of Business Development Skyhook Wireless Ryan Sarver leads product initiatives at Skyhook Wireless, including the consumer product Loki. Ryan’s focus at Skyhook is on leveraging the WPS platform in consumer applications and experiences through products like Loki or through partnerships. Prior to Skyhook Wireless, Ryan was a founder and the CTO at Xplana, Inc, an educational software company. Ryan is also the founder and chair of the LocationAware Working Group, whose goal is to work with browser vendors, location providers, and location consumers to define a privacy-aware standard for making a user’s geolocation data available through a simple API. Ryan is also an invited expert for the W3C’s Ubiquitous Web Applications Working Group. Jay Sears SVP, Strategic Products & Business Development ADSDAQ by ContextWeb Jay Sears is SVP, strategic products and business development at ContextWeb. Mr. Sears is responsible for bringing new products to market as well as developing key strategic relationships that drive audience and revenue acquisition to ContextWeb’s ADSDAQ online advertising exchange (http:// www.adsdaq.com). Prior to joining ContextWeb, Mr. Sears was SVP business and strategy development for EDGAR Online, from 1997 to 2004, where he drove the strategy that took the company from an under $1 million entrepreneurial business to a publicly-traded NASDAQ company. He created over 300 partnerships including ones with Yahoo, The Nasdaq Stock Market, and Microsoft. Prior to EDGAR Online, he served as VP marketing for Wolff New Media, the subject of Burn Rate by Vanity Fair media columnist Michael Wolff. Mr. Sears regularly speaks at industry conferences such as Search Engine Strategies and CIMA, and has been quoted in publications such as Jack Myers Report, MediaWeek, Inc. Magazine, and many others. Michael Rubenstein VP & General Manager DoubleClick Michael Rubenstein serves as Vice President & General Manager of the DoubleClick Advertising Exchange service, an innovative marketplace that connects the world’s leading buyers and sellers of online advertising. Michael reports to David Rosenblatt, CEO of DoubleClick, and is responsible for overseeing all ongoing operations of the business unit. Prior to this role, Michael served as Vice President of Global Accounts for DoubleClick, most notably spearheading DoubleClick’s landmark partnership with AOL. Michael joined DoubleClick in 2001 as part of the company’s acquisition of FloNetwork, an email marketing ASP. Michael holds a B.A. from McGill University and an M.B.A. from Columbia Business School. Erica Schmidt Global Director of Search Isobar As global search director, Schmidt is primarily responsible for helping Isobar search agencies across the globe increase their revenues from search engine marketing, and she assists Isobar agencies in launching iProspect-branded search engine marketing practices. Schmidt also ensures that each agency is delivering their services according to the best practices developed at iProspect in the U.S. Prior to joining Isobar, Schmidt was client services director at iProspect, responsible for overseeing a number of client-facing search teams, and Jeffrey K. Rohrs VP, Agency & Search Marketing ExactTarget Speaker Bios Jeffrey K. Rohrs serves as VP, agency and search marketing for ExactTarget, the market leader in on-demand email software solutions for permission-based email marketing. Prior to joining ExactTarget, Jeff served as president of Optiem, a full-service, Internet marketing agency whose clients include Sherwin-Williams, Things Remembered, and Insurance.com. A “recovering attorney,” Mr. Rohrs is well-versed in market102 SES ß Vol. 2, Issue 2 | {NEW YORK, MARCH 2008} Kevin Ryan VP, Global Content Director Search Engine Strategies & Search Engine Watch Ryan is a seasoned industry veteran. His former roles include vice president, interactive media, for the Interpublic Group agency; Wahlstrom Interactive; and CEO of Kinetic Results, Marshall D. Simmonds Chief Search Strategist New York Times / About.com Marshall D. Simmonds is the chief search strategist for The New York Times Company. Mr. Simmonds is responsible for SearchEngineStrategies.com ß SES 103 Speaker Bios maximizing traffic, search engine exposure, and promoting the many brands by implementing strategic marketing techniques for NYTimes.com, Boston.com, IHT.com, and About.com’s 500 topic sites and properties (Consumer Search, Calorie Count, Baseline Studio Systems, UCompareHealthCare). In addition to his work with The Times, he is also spearheading Define Search Strategies, an enterprise search consulting service, funded by The New York Times Company, working with many of the largest publishers in the world. Mr. Simmonds is a worldwide speaker and a regular presenter at Incisive Media’s Search Engine Strategies and Webmaster World conferences. He specializes in educating large companies on the process of bringing search marketing “in house” and into the daily workflow. His experience includes education and training programs, an expertise in content management services (home-grown and popular packages), involvement in extensive site redesigns, optimizing data-based content, and assessing and quantifying results through log-file/ metrics services (home-grown and popular packages). John Squire Chief Strategy Officer Coremetrics John Squire joined Coremetrics in 2001 and is now responsible for the development and management of Coremetrics’ marketing services and setting the company’s vision of the market and technical strategy for Coremetrics’ behavioral analytics and precision marketing solutions. During his tenure at Coremetrics, John has held responsibility for product development and management, marketing, and business development, where he was responsible for developing partnerships, alliances, and leading M&A activities. John holds an MBA with high distinction from the University of Michigan and a B.S. with highest distinction in chemical engineering from the University of California, Davis. MN N N MM N M MN and currently runs the Yahoo search technologies team, where he is responsible for both engineering and product management of the algorithmic side of Yahoo web search. Sean came to Yahoo in March of 2003, during the company’s acquisition of Inktomi, where he had been leading the search engine team. Sean started at Inktomi in 1998 as an engineer. Sean holds a B.S. in engineering and applied science from the California Institute of Technology in Pasadena, Calif. — CARRIE HILL, PROMOTION ACCOUNT MANAGER, BLIZZARD INTERNET MARKETING Full Sail will premiere an Internet marketing bachelor of science degree that will combine marketing, IT, web design, and specialized Internet marketing subjects. This degree was written and developed by Thompson, with input and research from the Internet marketing professional community. Thompson has been involved in entertainment and media for the past 17 years. She earned a master’s in education in instructional technology and bachelor of arts in humanities. She is currently pursuing a Ph.D. in education specializing in education technology and online learning. Don Steele Director of Digital Marketing Comedy Central Don Steele is the director of digital marketing for Comedy Central. There he is in charge of driving traffic and identifying opportunities for the Comedy Central digital properties such as ComedyCentral.com, TheDailyShow.com, and Indecision2008.com. While there he has implemented very effective search, viral, mobile, e-mail and social marketing strategies. He has spoken previously at SES events in San Jose, Chicago, and New York, as well as at OMMA and eTail. Prior to Comedy Central, Don ran the e-commerce business for the Food Network. He began is career in the digital space working for DELiA*s.com after a background in the catalog industry. Bill Tancer General Manager, Global Research Hitwise Bill Tancer is the general manager of global research at Hitwise. Bill brings 12-plus years of marketing, market research, and corporate strategy experience to Hitwise. As GM, Bill leads a team of research analysts in the U.S., U.K., and Australia, providing cutting-edge research and insight into the application of online competitive intelligence. Bill’s analysis of the online landscape has been quoted extensively in the press, including The Wall Street Journal, The New York Times, USA Today, Business Week, Forbes Online, and CNN Money, and he has been interviewed on NPR, CNN Radio and CBS Radio. Bill speaks extensively, with recent speaking engagements at Search Engine Strategies, E-tail, Ad:tech and TravDex. Prior to joining Hitwise, Bill has led market research and strategy teams at LookSmart, Zaplet, NBC Internet and Pacific Bell Internet Services. Bill has also covered the Internet sector for Gartner Group as a senior technology marketplace consultant. Bill is a published author, with articles in the Hastings Law Journal and Pharmaceutical Executive magazine. Bill holds a B.S. from the University of Florida in quantitative management and a J.D. from the Walter F. George School of Law, Mercer University. Dana Todd Co-founder & Principal, SiteLab International Inc. Board of Directors, SEMPO Dana Todd is one of the most passionate and entertaining voices of the search marketing industry today. A highly sought-after speaker for international conferences such as Search Engine Strategies, DMA, Ad:tech, OMMA, and the Online Marketing Summit, Ms. Todd regularly takes on the industry’s hottest topics and goes head-to-head with search heavyweights. With more than 10 years’ experience building brands online, Dana is considered an SEM pioneer. A search evangelist, Todd helped found the industry’s largest trade organization, SEMPO. She served two terms as president of SEMPO starting in 2005 and currently holds a position on the board of directors. She also serves on the board of advisors for YPA and Ad:tech. As a co-founder of SiteLab International, a full-service interactive agency, Dana’s extensive knowledge of search engine marketing has helped grow the company into a top U.S. interactive agency. David Singh Head of Search Practice Area Underscore Marketing David Singh heads up Underscore’s search practice area. Previously, Singh was an account director at Kinetic Results, a New York-based search agency. He has also held positions with Did-It Search Marketing and SendTraffic, Inc. Over the course of his marketing career, he has managed search campaigns for clients such as Gateway, Samsung, Match.com, E-Trade and MBNA. Jennifer Slegg Owner JenSense.com Jennifer Slegg began as a freelance writer and then turned to writing content for the web 10 years ago. She has created numerous content-rich and community-based sites in niche markets. As a result, Jen is well-versed in the many ways to monetize content online. She also has considerable experience with the many problems writers face online, such as copyright infringement and duplicate content issues, and how to combat them so it doesn’t affect search rankings. Acknowledged as the leading expert on the Google AdSense contextual advertising program, she recently launched JenSense, a blog dealing exclusively with contextual advertising. Her unique style brings insight to both publishers and advertisers of contextual advertising programs. She is also well known as “Jenstar” on the various search forums, and is a moderator of Google AdSense, Yahoo Publisher Network, contextual advertising at Search Engine Watch, and the Google AdSense forum at WebmasterWorld. 104 SES ß Vol. 2, Issue 2 | {NEW YORK, MARCH 2008} Gregg Stewart SVP, Interactive TMP Directional Marketing Gregg is SVP Interactive for TMP Directional Marketing, responsible for managing the interactive and local search programs for TMPDM’s many clients. Working with other TMPDM senior-level management, Gregg continually innovates, develops, and upgrades products, services, and technology. Most importantly, Gregg finds and develops the best talent to serve TMP’s interactive business clients. TMPDM, the largest ($500 million) local search, Yellow Pages and search engine marketing firm, is independent and headquartered in New York with 700 employees and 22 offices in the U.S. and Canada. By far the market leader, TMPDM serves hundreds of clients, including more than 100 Fortune 500 companies. Andrew Tomkins Chief Scientist Yahoo! Research Andrew joined Yahoo Research in 2005 from IBM. His research over the last eight years has focused on measurement, modeling, and analysis of content, communities, and users on the World Wide Web. Prior to joining Yahoo Research, he managed the “Information Management Principles” group at IBM’s Almaden Research Center, and served as chief scientist on the WebFountain project. Andrew received bachelor’s degrees in mathematics and computer science from MIT, and a Ph.D. in CS from Carnegie Mellon University. Nell Thompson Director of Education, Media Arts Full Sail College Nell Thompson is the director of education for media arts degree programs at Full Sail College in Winter Park, Fla. She currently oversees seven degree programs, including master’s degrees in entertainment business and education media design and technology, bachelor’s degrees in film, music business and entertainment business, and associate degrees in recording arts and show production and touring. In August 2008, Speaker Bios Sean Suchter VP Yahoo! Search Technology Engineering Sean Suchter has nearly 10 years’ experience in web search SearchEngineStrategies.com ß SES 105 Speaker Bios Lauren Vaccarello Director of Publishing FXCM Lauren is the founder of lvlogic, a SEM consulting company. lvlogic, LLC was founded to prove to financial companies that just because search marketing seems almost like magic, it’s really an effective logical solution to cost-per-acquisition problems. She is currently also the director of publishing at FXCM, the country’s largest retail currency trading firm. Before joining FXCM, Lauren was a search engine analyst for three years, learning new techniques, and developing LOGICAL strategies by the day. In 2004 she founded a consulting firm to provide staffing and evaluation information for the hospitality industry, helping hospitality companies optimize their staffing and general operations. Lauren graduated magna cum laude from Emerson College with a B.S in marketing communications, and joined the SEM speaker circuit by speaking at Pubcon, where she discussed online brand management. Amanda Watlington Owner Searching for Profit Amanda G. Watlington is owner of Searching for Profit, 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, AdTech, and DMA. She shares her views of where search marketing is headed at her own blog, Blogs and Feeds, and as a blogger for Search Engine Watch. James Welch Head of Research and Development GetUpdated James Welch has worked successfully in the U.K. SEO industry for over five years and has created several leading SEO campaigns for blue-chip companies. He is the author of several leading SEO and web tools and is an expert at creating interactive web tools to improve traffic and sales online. Bill Wise General Manager, Global Exchange Right Media, a Yahoo! Company Bill Wise is the general manager, global exchange for Right Media, a Yahoo company. Prior to Yahoo’s acquisition of Right Media, Bill was president of Right Media, running their media and services business. Before that, Bill was CEO of Did-it, the largest independent search marketing firm, from 2005 to 2007. Bill joined Did-it following several executive positions at leading online marketing companies such as DoubleClick, MaxOnline, and Ask.com, now IAC Advertising Solutions. Bill sat on the board of directors of contextualbased marketing firm ContextWeb (from 2004-2007) and on the college social networking sites College Postings and MyBlotto.com (from 2007). Bill lives in Larchmont, N.Y., with his wife Kelli and their three children. Jill Whalen CEO HighRankings.com Jill Whalen, CEO and founder of High Rankings, a search marketing firm outside of Boston, and co-founder of SEMNE, a New England search marketing networking organization, has been performing SEO since 1995. Jill is the host of the High Rankings Advisor search engine marketing newsletter, author of “The Nitty-gritty of Writing for the Search Engines,” and founder/administrator of the High Rankings Search Engine Optimization Forum. Frank Watson CEO Kangamurra Media Frank Watson has been involved with the web since it started. For the past five years, he headed SEM for FXCM — at one time, one of the top 25 spenders with AdWords. He has worked with most of the major analytics companies and pioneered the ability to tie online marketing with offline conversion. He has now started his own marketing agency, Kangamurra Media. This new venture will keep him busy when he is not editing the Search Engine Watch forums, blogging at a number of authoritative sites, and developing some interesting online community sites. Frank was one of the first 100 AdWords professionals, a Yahoo and Overture ambassador, and a member or mod of many of the industry forums. He is also on the Click Quality Council and has worked hard to diminish click fraud. Edwin Wong Director, Market Research Yahoo! Search Marketin Edwin has nearly a decade of experience working in market research. He joined Yahoo in May 2005 to spearhead a new division to give insights as to how and why consumers use search. He currently leads research efforts in identifying key trends in consumer behavior and helping advertisers and marketers most effectively connect to core audiences. His work includes partnership work with the Consumer Electronics Association and P&G. Prior to joining Yahoo, Wong spent six years at Hall and Partners, working with Microsoft, eBay, Nordstrom, Toshiba, Coleman, and And1 to develop and optimize brand strategies for interactive and traditional campaigns. Wong received a B.A. from Pomona College and has been published in the Journal of Social Psychology. Matt Van Wagner President Find Me Faster Matt Van Wagner is a seasoned sales and marketing professional specializing in search engine marketing strategies for small and medium-sized companies in New Hampshire, Maine, Massachusetts, and Vermont. An award-winning speaker whose presentations are usually as entertaining as they are informative, Matt is the president and founder of Find Me Faster, a search engine marketing firm based in Nashua, N.H., and an early member of the Search Engine Marketing Professionals Organization (SEMPO). He writes on Internet, search engines, and technology topics for the New Hampshire Business Review. Matt is a graduate of St. Lawrence University, Canton, N.Y. (B.S. in economics) with an MBA from Rivier College in Nashua, N.H. Ian White CEO Urban Mapping Ian White is CEO of Urban Mapping, a company that produces wayfinding tools and solutions across the tactile and interactive domains. The company’s products include the multiple award-winning Panamap print map and Urbanware geospatial database products, all focusing on urban place. White holds 15 years’ experience in marketing strategy and product development. He has been published in academic journals and the business press and is a frequent speaker on local search and “context-dependent media.” Prior to founding Urban Mapping in 2003, White worked as a business consultant at and held various roles in business development and marketing. He also served as adjunct professor of design and management at Parsons School of Design in New York. White received a B.A. from McGill University in Montreal, an MBA from Babson College, and completed postgraduate studies in France. Marty Weintraub President imClear Marty Weintraub is president of aimClear, an SEM agency with offices in Duluth, Minn., and Minneapolis. aimClear provides, traditional and social pay-per-click (PPC) management, organic optimization (SEO), and social media marketing (SMO) services to national clients. Prior to founding aimClear, Marty held positions including A&R PolyGram International Publishing, Burbank; creative director, CBS affiliate; unit director, Westmoreland Interactive; and nine years of solo search marketing practice. He writes for aimClearBlog, collective-thoughts, SearchEngineWatchBlog, and is currently the Sphinner. In the ’90s, Marty enjoyed international prominence as a recording artist, having written and produced a total of 13 solo albums. Over the last two decades, TerraAura, Northsound and NatureQuest releases have sold millions of aggregate units. Industrial video and music clients included Northwest Airlines, CBS, Pizza Hut, General Mills, Planters Peanuts, Sony Publishing, and many others. Richard Zwicky Founder & CEO Enquisite Richard has been involved in search marketing for 10 years. He started in the industry by managing the online campaigns for his own successful e-tail operation, which quickly led to developing Metamend, a leading SEO firm which he cofounded in 2000. As CEO for Metamend, he managed and led the optimization campaigns for web properties ranging from SOHOs to Fortune 500 sites. He split Metamend and Enquisite into separate companies in 2006. Today, he is leading Enquisite, which recently released its first products. Richard’s work is focused around helping search marketers manage campaigns easier, and with greater success. Richard believes in long-term successful campaigns that are built from the ground up, and are never caught flat-footed by shifts in search engine algorithms, or by regional variances in search user behavior. SearchEngineStrategies.com ß SES Bryan Vu AdSense Associate Manager Google Bryan leads the AdSense online account management team. Bryan and his team work closely with AdSense publishers to maximize performance with Google ads as well as other Google products. Bryan has over 10 years of technology industry experience in enterprise sales, software development and consulting. Before Google, Bryan was a product evangelist at Art Technology Group, providing enterprise e-commerce solutions to Global 2000 companies. Prior to ATG, Bryan worked at Trilogy Software in Austin, Texas, and at Accenture in Los Angeles, Calif. Bryan holds degrees in philosophy, politics, and economics from Pomona College in Claremont, Calif. 106 SES ß Vol. 2, Issue 2 | {NEW YORK, MARCH 2008} Chris Winfield President 10e20, LLC Chris Winfield is president and co-founder of 10e20, an Internet marketing company that specializes in social media and search marketing services and is based in New York and Florida. He is considered to be one of the leading authorities on social media marketing in the world today. Chris has been featured in multiple articles by The Wall Street Journal, The New York Times, USA Today, Investor’s Business Daily, The Boston Globe, and over 100 other media outlets. Speaker Bios 107 Speaker Bios Search Engine Strategies recently announced the formation of its domestic advisory board. Led by SES VP of Global Content Kevin Ryan, the committee brings together top players in the field of interactive media. The team will work to continually deliver cutting-edge search techniques, more integrated content, and professional development resources to SES attendees. Sandeep Aggarwal Senior Equity Research Analyst Oppenheimer & Co. Inc. James M. Lamberti Senior Vice President, Search and Media comScore Networks Ron Belanger Vice President of Agency Development Yahoo! Search Marketing Jeff Levick Director, Global Industry Development and Marketing Google, Inc. Jeannie Moran eCommerce Marketing Director AutoNation Jeff Ferguson Director of Online Marketing Napster Jocelyn Griffing Senior Vice President, Media Icon International Pauline Ores Sr. Marketing Manager, Community & Collaboration Strategy, Global Small & Midmarket Business — IBM Corporation Erynn Petersen Sr. Manager, Advertising Platform Evangelism Microsoft Chris Henger Vice President Affiliate Marketing Performics Steven Kaufman Senior Vice President, Media Director Digitas Randy Peterson Search Marketing Innovation Manager Procter and Gamble Anne Kennedy Managing Partner Beyond Ink Gregg Stewart Senior Vice President, Interactive TMP Directional Marketing Carol Kruse Vice President, Global Interactive Marketing The Coca-Cola Company 108 SES ß Vol. 2, Issue 2 | {NEW YORK, MARCH 2008} SearchEngineStrategies.com ß SES 5