SESConference.com August 2012

Sneak PreviewSES San Francisco

August 13–17, 2012

Change or PerishThe 2015 Digital Marketing Rule Book

by Avinash Kaushik page 16

It’s Time for Global SEO 2.0 18

The New Vocabulary of Search 19

The Money Is in the Data 20

LEARN AT YOUR OWN PACE

Enroll today: www.clickzacademy.com

Led by industry experts, ClickZ Academy provides practical

knowledge and hands-on experience to maximize your

potential in this industry.

COURSES: Online Marketing FoundationSearch Engine Optimization

Paid Search StrategiesE-Mail Strategy

Social Media...and more

LEARN AT YOUR OWN PACE

Enroll today: www.clickzacademy.com

Led by industry experts, ClickZ Academy provides practical

knowledge and hands-on experience to maximize your

potential in this industry.

COURSES: Online Marketing FoundationSearch Engine Optimization

Paid Search StrategiesE-Mail Strategy

Social Media...and more

contents

August 2012

COVER STORY COLUMNS

16

3

25

CHANGE OR PERISHThe 2015 Digital Marketing Rule Book

CONFERENCE INFORMATION

SPONSORS & EXHIBITORS

SAMPLE SESSIONS AT SES SAN FRANCISCO

18

19

20

IT’S TIME FOR GLOBAL SEO 2.0Reduce Cost and Workload by Centralizing Your SEO across Multiple Markets

THE NEW VOCABULARY OF SEARCHGet Your Site Ready for the Semantic Web

THE MONEY IS IN THE DATAWinning the e-Commerce Game with Big Data Technologies

22

23

ENGAGING LATINOSWhat the Digital Divide between US-Born and Foreign-Born Latinos Means for Marketers

THE LONG TAIL OF LATINOS ON TWITTERLatinos index a lot higher than other groups. But how do marketers engage them?

Follow SES at twitter.com/SESConf

Cover art via Shutterstock

Talking Back to the ExpertsNew Track at SES San Francisco Offers Participants the Chance to Engage in Lively Debate

interview by Laura Roth

SES San Francisco will mark the inauguration of “SES Talkback,” a series of open forums led by indus-try experts. On Wednesday, August

15, attendees will have the chance to talk directly with distinguished practitioners in four participatory, unscripted sessions. Top-ics will include mobile tactics and analytics, blogging, the digital landscape in Asia, and the future of search.

Adam Singer, product marketing man-ager at Google Analytics, and Jason Wells, CEO of ContactPoint, will moderate the first session of the day, titled “Understanding the Mobile Customer Journey.” They took some time to speak with Laura Roth, SES’s senior conference manager, about their session and about trends in mobile.

Laura Roth: What are you most looking for-ward to about SES Talkback?

Adam Singer: Personally I enjoy the unconfer-ence approach more than presenting because it gets to the heart of what attendees are really interested in. After all, as speakers we can spend a lot of time creating well-polished presentations but still miss the topics that matter most to a unique audience. Plus, it’s

continues on page 24

SES Talkbackat SES San FranciscoWednesday, August 15, Moscone CenterSES Talkback is a brand new open-forum track. Four sessions—each led by industry experts—will provide a perfect opportunity to talk back, inquire, and reflect on what you’ve learned so far. So if you prefer the idea of getting directly involved in a conversation with experts in the field, SES Talkback is the place for you!

Understanding the Mobile Customer Journey—10:30–11:30am Moderators:

• Jason Wells, CEO, ContactPoint • Adam Singer, Product Marketing Manager, Google Analytics

How to Take Your Blog to the Next Level—1:30–2:30pmModerators:

• John Rampton, Founder, Blogging.org • Erick Mott, Blogger, creatorbase.com

Search, Social, and Mobile in Asia—2:45–3:45pmModerator:

• Adaline Lau, Editor, ClickZ Asia

SEO 2013—The Future of Search—4:00–5:00pmModerators:

• Greg Jarboe, President & Co-founder, SEO-PR • Megan Leap, Director of Content and Marketing, Online Marketing Institute

Register

about SESWelcome to the San Francisco issue of SES Magazine. SES San Francisco will consist of five days of unparalleled education in online marketing, including the latest techniques and trends in search, social media, mobile, and email. This issue features a roster of eminent prac-titioners who will be speaking at the conference. Avinash Kaushik of Google will deliver the keynote address on “Business Optimization in a Digital Age.” Motoko Hunt of Adobe Systems will be among the panelists in the session on “Mastering Search in Tempting Asian Markets.” Bestselling author Bryan Eisenberg will explore issues surrounding big data.

See pages 25–27 for sample sessions.In addition to bringing back the very popular Meet the Experts Roundtable Forum and the

SEW Eliminator Quiz, we’re inaugurating SES Talkback, a track of 4 unscripted discussion sessions led by industry experts (see previous page). SES Talkback promises to be a vibrant forum, with topics including mobile tactics and analytics, blogging, the digital landscape in Asia, and the future of search.

To make the most of your time in San Francisco, be sure to download the SES San Fran-cisco app. The most up-to-date agenda can also be found on the conference website, SES SanFrancisco.com.

And don’t forget these upcoming events: • SES Hong Kong, September 10–12, The Mira Hong Kong (SESHongKong.com) • SES Berlin, October 10–11, Kosmos Berlin (SESBerlin.com) • SES Chicago, November 12–16, Hyatt Regency (SESChicago.com) • SES Singapore, November 26–28, Singapore Marriott Hotel (SESSingapore.com)

At the conference, you’ll have the chance to network with peers and top practitioners and meet over 50 cutting-edge vendors and solution providers. See you there!

Best regards,

Mike Grehan, ChairSES AdviSory BoArd ChAirPuBliShEr inCiSivE MEdiA

Matt McGowan MAnAging dirECtor, north AMEriCAinCiSivE MEdiA

SES ADVISORY BOARD

Comprised of both industry thought leaders and real-world practitioners, the SES advisory board brings together top players in the field of interactive media and search. The team works to deliver continually cutting-edge search techniques, more integrated and relevant content, and professional development resources to SES attendees.

Mike Grehan, ChairPuBliShEr SES/SEArCh EnginE WAtCh/CliCkZ

Bryan EisenbergBEStSElling AuthorBryAnEiSEnBErg.CoM

Jon MyershEAd of ACCount MAnAgEMEntyAhoo! uk & irElAnd

Jonathan AllendirECtor SEArChEnginEWAtCh

Paul FeganhEAd of E-lEArning inCiSivE MEdiA

Lee OddenCEotoPrAnk onlinE MArkEting

Matthew BaileyPrESidEntSitE logiC MArkEting

Andrew GoodmanPrESidEntPAgE ZEro MEdiA

Giovanni RodriguezdigitAl And SoCiAl StrAtEgy, dEloittE ConSulting llP

Chris BoggsdirECtor, SEo, roSEttA

Bill HuntPrESidEntBACk AZiMuth ConSulting

Laura RothSEnior ConfErEnCE MAnAgErSES ConfErEnCE & ExPo

Mikel ChertudiSr. dirECtor, onlinE & dEMAnd MArkEting AdoBE

Aaron KahlowChAirMAn & foundEr, onlinE MArkEting SuMMit

Crispin SheridanSr. dirECtor of SEArCh MArkEting StrAtEgySAP

Eddie ChoiMAnAging dirECtorfrontiErS digitAl

Anne F. KennedyintErnAtionAl SEArCh StrAtEgiStBEyond ink uSA

staffMatt McGowan

Md, north AMEriCA

Mike GrehanPuBliShEr

Sharon MorabitohEAd of EvEntS, AMEriCAS

Program Development

SEnior ConfErEnCE MAnAgEr

ConfErEnCE ProduCEr

Laura RothAnna Lee

OperationsoPErAtionS MAnAgEr

rEgiStrAtion ASSoCiAtE

Kim KiedaischCharisse Rosales

ClickZ & Search Engine WatchdirECtor, SEW

SEnior Editor, nEWS

CoPy Editor

ASiA dESk Editor

Jonathan AllenKate KayeCaitlin RossmanAdaline Lau

Sales & MarketingSAlES dirECtorS

dirECtor, CliEnt SErviCES

MArkEting dirECtor

MArkEting MAnAgEr

MArkEting ASSoCiAtE

WEB dESignEr

onlinE oPErAtionS MAnAgEr

onlinE oPErAtionS ASSoCiAtE

Elaine MershonElaine RomeoPeter WesterholmJoAnn SimonelliAngela ManAmy XuPloy TangtrakulRebecca HolzLouise LabergeAleksey Gershin

MagazineEditor

ContriButorS

Dawn CavalieriBenu AggarwalBryan EisenbergMotoko HuntAvinash KaushikGustavo RazzettiGiovanni RodriguezAdam Singer Jason Wells

CorporateChiEf ExECutivE

grouP MAnAging dirECtor

Tim WellerJames Hanbury

SES: Volume 6, Issue 4 | August 2012© 2012 Incisive Media plc

To subscribe, contribute, or view past issues, visitwww.sesconference.com/ses-magazine

To advertise, contact sales at sales@sesconference.com or +1 (212) 457-4993.

Comments? Want to unsubscribe? E-mail us atmagazine@sesconference.com

Incisive Media, U.S.55 Broad Street, 22nd fl. New York, NY 10004-2501tel +1 (646) 736-1888fax +1 (646) 390-6612

Incisive Media, head office28-29 Haymarket HouseLondon SW1Y 4RX, UKtel +44 (0)20 7316 9609fax +44 (0)20 7930 2238

sesconference.com • SES 3

sponsors &exhibitorsDownload the app or visit SESSanFrancisco.com.

PLATINUM SPONSORS

DoubleClickwww.doubleclick.comDoubleClick Search is a search management platform that helps agencies and marketers efficiently manage some of the largest search marketing campaigns in the world, across multiple engines and media channels. Streamlined workflow and powerful reporting features enable buyers to efficiently run campaigns, while strategic bid optimization improves campaign performance. Native integra-tion with the DoubleClick platform allows buyers to manage and track digital campaigns across a single platform, enabling rich, cross-channel buying, reporting, and attribution.

Googlewww.google.comGoogle’s innovative search technologies connect millions of people around the world with information every day. Founded in 1998 by Stanford PhD students Larry Page and Sergey Brin, Google today is a top web property in all major global markets. Google’s targeted advertising program provides businesses of all sizes with measur-able results, while enhancing the overall web experience for users. Google is headquartered in Silicon Valley with offices throughout the Americas, Europe, and Asia. For more information, visit www.google.com.

Marin SoftwareBooth 1609www.marinsoftware.comMarin Software provides the world’s leading online advertising management platform for advertisers and agencies to manage their paid search, social media, display advertising, and mobile cam-paigns. Marin Software’s platform is designed to meet the workflow, reporting, and optimization needs of advertisers and agencies, help-ing them to save time and improve financial performance.

GOLD SPONSOR

BingBooth 1513 and Sponsored Sessionhttp://advertising.microsoft.com/small-business/homeSearch advertising with Microsoft helps you efficiently reach your next best customer—within your budget and with the support you need to get started and optimized, and measure your results.

SILVER SPONSORS

Adchemy www.adchemy.comAdchemy is an advertising technology company that helps advertis-ers leverage consumer intent to create more effective digital adver-tising experiences. Adchemy IntentMap™ technology radically sim-plifies advertisers’ paid search campaigns and improves campaign reach, relevance, and return. Listed by The Wall Street Journal as one of the top 50 venture-backed companies in the US in 2010, Adchemy is a rapidly growing Silicon Valley company backed by Accenture, August Capital, Mayfield Fund, and Microsoft.

BrightEdgeBooth 1709www.brightedge.comBrightEdge is the leading site, search, and social management solu-tion for global enterprises, helping more than 2,000 of the world’s largest brands stay ahead in the rapidly evolving Internet landscape. BrightEdge S3 harnesses the power of analytics on big data to drive revenue from web sites, search engines, and social networks across the globe in a measurable, predictable way. BrightEdge is based in San Mateo, CA, with offices in New York City and London.

Bruce Clay, Inc. Booth 1910www.bruceclay.comSince 1996, http://www.bruceclay.com has been one of the leading search engine optimization web destinations. Today, Bruce Clay, Inc., is a global Internet marketing company providing SEO, PPC, analytics, web design, conversion optimization, and social media marketing services. Their live SEO training courses are the industry standard, with over 2,500 students taught. Creators of the SEOTo-olSet®, Search Engine Relationship Chart, and SEO Code of Ethics, the company has offices in Los Angeles, New York, Australia, Italy, India, Brazil, and Japan.

eSearchVisionBooth 1158www.esearchvision.comeSearchVision is a team of online marketing innovators with a strong SEM background. We manage multi-channel marketing programs for some of the most recognized brands in the world through continuous research and development of both our powerful in-house technology and optimization methodologies. We partner with our clients as either a full-service online marketing agency or a licensed program management technology.

Expo Hall Hours: Tuesday, August 14, 10:00am–6:30pm | Wednesday, August 15, 10:00am–3:00pm

4 SES • August 2012 {San Francisco}

sponsors &exhibitors SES San Francisco | August 13–17, 2012

Criteo Booth 1510www.criteo.comCriteo is the global leader in performance display advertising. We make online display advertising perform like search for over 2,000 of the world’s largest ecommerce companies. Display performs like search when it is paid on performance, scalable and personalized for each individual customer. Our full-service advertising solution enables ecommerce companies to drive increased awareness, con-sideration, and sales, while only paying for results. Our unique abil-ity to value each impression in real time allows our advertisers to target the right user at the right time with the right message, all delivered at a guaranteed cost per click.

Marketers value our extensive real-time bidding tools, keyword-level optimization, direct publisher relationships, in-house creative, and the ability to manage Criteo campaigns through a variety of third party search management campaign tools. For more informa-tion, please visit us at Criteo.com/US.

QuantcastBooth 1116www.quantcast.comQuantcast is an audience measurement and targeting company. The pioneer of direct audience measurement, we start with the industry’s most in-depth understanding of digital audiences to help marketers and publishers buy and sell the most effective targeted advertising and drive conversions through the full funnel. Our products let publishers match their audience to the exact consum-ers an advertiser wants to reach with impression level targeting. Ranked Fast Company’s #3 Most Innovative Company on the Web and the Overall Winner of AlwaysOn’s Global 250 Top Private Com-panies, Quantcast is used by the world’s leading advertisers, the top 10 media agencies, and 100+ million web destinations. Launched in 2006, Quantcast is headquartered in San Francisco and backed by Founders Fund, Polaris Venture Partners, Revolution Ventures, and Cisco Systems.

SubmitEdgeBooth 1140www.submitedge.comLocated in the UK, the US, and India, SubmitEdge is one of the largest contextual link building companies in the SEO Industry. We are an ISO 9001-2008 certified company with over 200 in-house employees. Since our production house is in India, we can offer ser-vices at affordable prices. SubmitEdge has served over 18,000 cus-tomers worldwide since 2006. Our link-building effort has helped our customers achieve their SEO goals to get organic ranking, lead-ing to increases in traffic and sales. SubmitEdge is the brain child of Kush Infosystems Pvt. Ltd. that specialised in SEO, content writing, and web programming.

EXHIBITORS

AcquisioBooth 1509www.acquisio.comThe leading performance media platform for agencies, Acquisio helps agency marketers buy, track, manage, optimize, retarget, and report on media across all channels—including search, display, and social media.

Acquisio provides the industry-leading technology for agen-cies buying ads on any online channel, allowing them to handle all tasks associated with performance advertising, from ad purchase through conversion tracking and beyond, within a single integrated platform. Unlike other solutions, Acquisio hosts its own third-party ad server and employs a single tracking functionality across chan-nels, allowing agency marketers unparalleled conversion and rev-enue attribution modeling and reporting capabilities.

With more than 4,000 users and 9,500 brands under its manage-ment, Acquisio is the multi-channel marketing solution preferred by the world’s leading advertising, marketing, and SEM agencies. Acquisio clients include thought leaders aimClear, Clix Marketing, Find Me Faster, Page Zero Media, and Rocketer, as well as some of the world’s most recognized performance media companies such as Amaze, Bertelsmann, Cossette, DAC Group, Guava, iProspect, Isobar, Media Experts, NetBooster, PhD, and Yellow Pages Group.

The company is based in Montreal, Quebec with offices in Seat-tle and London. For more information, visitwww.acquisio.com.

AdliftBooth 1156www.adlift.comAdLift.com is an internet marketing (SEO/PPC) firm based out of the San Francisco bay area and New Delhi, India. AdLift was founded by a team of internet marketing experts that led marketing teams in Fortune 500 companies including Yahoo!, YellowPages.com (AT&T Interactive), and eBay. AdLift excels at partnering with internet marketing agencies and end users alike in the United States by leveraging its strengths of excellent SEO / PPC knowledge and an efficient and productive delivery team based in India, to deliver incremental value and real results for its partners.

adSageBooth 1126www.adsage.comFounded in 2007, adSage is a leading technologies and services company in online advertising. adSage employs 500 professionals across multiple locations in the US and China, among them over 200 software engineers.

adSage develops products for search, social, mobile, and display advertising. adSage developed the world’s first Facebook advertis-ing software—adSage for Performance (previously known as adSage for Facebook), used by over 2000 advertisers globally.

adSage’s mobile ad network, mobiSage, is the most influential ad network in China, covering 100 million unique users per month.

SILVER SPONSORS (Cont’d )

sesconference.com • SES 5

Booth #s on right.

Advertising NetworksBing ............................................................ 1513eZanga.com .............................................19667Search.com.............................................1110Trellian.......................................................1946

Affiliate & Performance Based Marketing SolutionsadSage ...................................................... 1126Criteo ......................................................... 1510The Search Monitor .............................19647Search.com.............................................1110Trellian.......................................................1946

Call Tracking ProvidersCentury Interactive .............................. 1154Mongoose Metrics ............................... 1160MyNextCustomer .............. Texpo Pavilion

Content ManagementBuy Keyword Articles ..........................1956Crowdsource ........................................... 1168LivePerson ............................................... 1124Pixelsilk ..................................................... 1914Thinkit Media .......................................... 1918

Content & News Feed ProvidersBrafton .......................................................1142Buy Keyword Articles ..........................1956Crowdsource ........................................... 1168Internet Marketing Ninjas ................. 1148PRWeb .......................................................1930Textbroker ................................................1948

Display Advertising Acquisio ....................................................1509Criteo ......................................................... 1510eZanga.com .............................................1966Google .............................Platinum SponsorMarin Software .....................................1609Quantcast .................................................1116ReTargeter ..............................................1962Zenya .........................................................1926

General Search Engines Adlift........................................................... 1156Bing ............................................................ 1513blekko ........................................................1940Google .............................Platinum Sponsor

Interactive Marketing AgenciesBruce Clay, Inc. ...................................... 1910Covario ...................................................... 1128Fathom ...................................................... 1810Full Sail University ............................... 1166iCrossing .................................................. 1136Milestone Internet Marketing..........1950ReTargeter ..............................................1962

Interactive Marketing Associations & PublicationsFull Sail University ............................... 1166topseos.com ............................................1920

Link BuildingAdlift........................................................... 1156Internet Marketing Ninjas ................. 1148Majestic SEO.......................................... 1120Page One Power ....................................1118Raven Internet Marketing Tools ......1132SEMrush ............................................ SponsorSEO.in ........................................................1944Stone Temple Consulting ........... SponsorWL Marketing .........................................1114

Local Search Marketing Services & DirectoriesAdlift........................................................... 1156

eLocal Listings, a Search Initiatives Company .............................1938SEP Connect ....................... Texpo PavilionSweet IQ ............................... Texpo Pavilion

Marketing Optimization Solutions Acquisio ....................................................1509Adchemy ................................Silver SponsoradSage ...................................................... 1126ahrefs ........................................................ 1150BloomReach ............................................ 1162BoostCTR .................................................1922BrightEdge .............................................. 1709Century Interactive .............................. 1154ContactPoint ........................................... 1164Conversion IQ ......................................... 1146Convert Insights ................ Texpo PavilionCriteo ......................................................... 1510Datapop ................................ Texpo PavilionDoubleClick....................Platinum SponsorgShift Labs Web Presence

Optimization ....................................... 1144LivePerson ............................................... 1124Loud Interactive ................ Texpo PavilionMarin Software .....................................1609Mongoose Metrics ............................... 1160MyNextCustomer .............. Texpo PavilionPRWeb .......................................................1930Raven Internet Marketing Tools ......1132Searchmetrics ........................................1952The Search Monitor .............................1964Slingshot SEO ........................................1924SubmitEdge ............................................ 1140topseos.com ............................................1920VisiStat ..................................................... 1130

Organic Search Marketingahrefs ........................................................ 1150Bing ............................................................ 1513BloomReach ............................................ 1162BrightEdge .............................................. 1709Bruce Clay, Inc. ...................................... 1910eLocal Listings, a Search Initiatives

Company ..............................................1938Fathom ...................................................... 1810gShift Labs Web Presence

Optimization ....................................... 1144Internet Marketing Ninjas ................. 1148Linkdex ......................................................1954

Loud Interactive ................ Texpo PavilionMilestone Internet Marketing..........1950Page One Power ....................................1118PRWeb .......................................................1930RankAbove ........................... Texpo PavilionSEM RPM .......................................... SponsorSEO.in ........................................................1944SEOmoz ............................................. SponsorSEP Connect ....................... Texpo PavilionSlingshot SEO ........................................1924Stone Temple Consulting ........... SponsorSubmitEdge ............................................ 1140Sweet IQ ............................... Texpo PavilionTextbroker ................................................1948Thinkit Media .......................................... 1918topseos.com ............................................1920WL Marketing .........................................1114Wpromote Inc. ........................................1936Zenya .........................................................1926

Pay-Per Click Networks & Management Services BoostCTR .................................................1922Convert Insights ................ Texpo PavilionContactPoint ........................................... 1164DoubleClick....................Platinum SponsoreSearchVision ......................................... 1158eZanga.com .............................................1966Milestone Internet Marketing..........1950SEM RPM .......................................... Sponsor7Search.com.............................................1110Trellian.......................................................1946Wpromote Inc .........................................1936

Pay-Per-Call CompaniesContactPoint ........................................... 1164eLocal Listings, a Search Initiatives

Company ..............................................1938Mongoose Metrics ............................... 1160

Search Marketing AgenciesadSage ...................................................... 1126Covario ...................................................... 1128eSearchVision ......................................... 1158Fathom ...................................................... 1810iCrossing .................................................. 1136Loud Interactive ................ Texpo PavilionPage One Power ....................................1118RankAbove ........................... Texpo PavilionReTargeter ..............................................1962SEM RPM .......................................... SponsorSEO.in ........................................................1944Slingshot SEO ........................................1924Stone Temple Consulting ........... SponsorSubmitEdge ............................................ 1140Thinkit Media .......................................... 1918WL Marketing .........................................1114Wpromote Inc. ........................................1936

Search Marketing SoftwareAcquisio ....................................................1509Adchemy ................................Silver Sponsorahrefs ........................................................ 1150BoostCTR .................................................1922

BrightEdge .............................................. 1709Datapop ................................ Texpo PavilionDoubleClick....................Platinum SponsoreSearchVision ......................................... 1158Google .............................Platinum SponsorgShift Labs Web Presence

Optimization ....................................... 1144Linkdex ......................................................1954Marin Software .....................................1609MyNextCustomer .............. Texpo PavilionPixelsilk ..................................................... 1914RankAbove ........................... Texpo PavilionRaven Internet Marketing Tools ......1132Searchmetrics ........................................1952SEMrush ............................................ SponsorSEOmoz ............................................. SponsorSweet IQ ............................... Texpo PavilionThe Search Monitor .............................1964Zenya .........................................................1926

Shopping Cart & E-Commerce Solution ProvidersConvert Insights ................ Texpo PavilionLivePerson ............................................... 1124Pixelsilk ..................................................... 1914SumAll ................................... Texpo Pavilion

Specialized Search Engines (Multimedia, Mobile, Shopping, International, etc.)Majestic SEO.......................................... 1120

Social Media MonitoringSalesforce Radian6 ..............................1960

Staffing Solutions Full Sail University ............................... 1166

Training Courses & Certification in Search Marketing Bruce Clay, Inc. ...................................... 1910ClickZ Academy and Recruitment ..1409Full Sail University ............................... 1166Market Motive Training Institute ...1958PubCon .......................................................1122

Web AnalyticsCentury Interactive .............................. 1154ContactPoint ........................................... 1164Conversion IQ ......................................... 1146Linkdex ......................................................1954Majestic SEO.......................................... 1120Quantcast .................................................1116SEMrush ............................................ SponsorSEOmoz ............................................. SponsorSumAll ................................... Texpo PavilionVisiStat ..................................................... 1130

Website Search & TechnologiesiCrossing .................................................. 1136Searchmetrics ........................................1952SEP Connect ....................... Texpo Pavilion

product & service guide

6 SES • August 2012 {San Francisco}

sponsors &exhibitors SES San Francisco | August 13–17, 2012

adSage is the largest SEM firm in China, managing campaigns for over 200 premier advertisers on Baidu and Google, including L’Oreal, Hilton, Forex, Dangdang, and PingAn Insurance. adSage is the exclusive North American reseller for Baidu. adSage Agency, a division of adSage, offers complete advertising services for Ameri-can advertisers targeting the Chinese online audience.

ahrefsBooth 1150www.ahrefs.comAhrefs provides a website analysis toolset with one of the most extensive and quickly updated databases of live back link data and fresh SERP results available. With their own crawler that indexes billions of pages daily, their proprietary index has captured over 100 billion unique external backlinks. With this information Ahrefs has some of the most detailed and up-to-date back link and rank-ings analysis data anywhere. Their results also display social met-rics including Shares, Likes, Tweets, and Google +1s next to each link.

Using these tools, website evaluation and competitor analysis is easier than ever. Ahrefs supplies detailed, exportable reports and easy to read visual comparisons. The multi-faceted tools can be used to view back links and assess back link quality, gain com-petitive intelligence, check rankings, conduct keyword research, and help anyone improve their SEO strategy. The company offers both limited free tool access and paid account membership with addi-tional functionality and access to data collection.

blekkoBooth 1940www.blekko.comBlekko is a better way to search the web by using slashtags Slash-tags search only the sites you want and cut out the spam sites. Use friends, experts, community or your own slashtags to slash in what you want and slash out what you don’t.

BloomReachBooth 1162www.bloomreach.comBloomReach’s Big Data Marketing Applications maximize rev-enues—attracting unmet demand and creating better user experi-ences by making the most relevant products and services easier to find.

BloomReach’s signature technology, the Web Relevance Engine (WRE), analyzes consumer interactions across the web and semanti-cally interprets content on over a billion web pages daily. The cloud applications powered by the WRE dynamically adapt websites to capture existing demand, driving relevance and significant incre-mental revenues across a large customer base from the retail, travel, education, financial, and listings industries.

The BloomReach team, composed of leaders in machine learn-ing, large scale systems science, big data, and search from compa-nies like Google, Cisco, and Facebook, is dedicated to delivering rel-evant results to customers across channels in a myriad of industries.

BloomReach is headquartered in Mountain View, CA and is backed by investment firms Bain Capital Ventures and Lightspeed Ventures. For more information, please visit www.bloomreach.com.

BoostCTRBooth 1922www.boostctr.comBoostCTR is an on-demand, crowdsourced network of expert PPC copywriters supported by an automated testing platform. The BoostCTR platform makes ad text optimization more effective and efficient.

BraftonBooth 1142www.brafton.comBrafton is a news content marketing agency. Our full-time jour-nalists write exclusive content to clients’ unique editorial briefs and keyword strategies, and account management teams provide consultancy on brand-appropriate content marketing strategies. Brafton’s SEO-friendly content increases organic search listings, engages social audiences, and drives relevant traffic to conversion pages.

Buy Keyword ArticlesBooth 1956http://buykeywordarticles.com/Buykeywordarticles.com is an industry-leading content creation company. With both on-page and off-page content solutions, Buykeywordarticles.com is a one-stop shop for clients needing SEO articles, landing pages, premium content, branded blog posts, press releases, and much more. Dedicated project managers provide cus-tomer support, customized order templates, scalability, and a per-sonal touch. Hand-picked teams of American writers ensure qual-ity and consistency with every order. All content is SEO optimized, 100% unique, and affordable, and is customized to meet the needs of the clients’ audience.

Century InteractiveBooth 1154www.centuryinteractive.comSearch advertising is hard. It’s expensive. It’s time consuming. You get a lot of clicks and good site traffic, but it just doesn’t add up. Something is missing. The mysterious conversion? The phone call. It’s vital to understanding the true ROI and success of your search campaigns. Century Interactive makes internet marketers more intelligent by tracking phone calls from digital campaigns down to the keyword level. Let’s say a web browser clicks your paid ad, vis-its the site, and instead of converting online, picks up the phone to learn more or purchase. Now you know exactly what campaign and keyword that searcher clicked on, can listen to the phone call, and see a clear picture of your online ad spend. Take the guesswork out of your online advertising by using Century Interactive call track-ing solutions.

sesconference.com • SES 7

sponsors &exhibitorsDownload the app or visit SESSanFrancisco.com.

ClickZ Academy and RecruitmentBooth 1409www.clickz.comClickZ helps develop the careers of professional marketers, through its education program and recruitment website. This builds on ClickZ’s position as the largest resource of interactive marketing news, information, commentary, advice, opinion, research, and ref-erence in the world, online or off. From search to social, technology to trends, our coverage is expert, exclusive, and in-depth.

Webinar: Top Social Media Tips From ClickZ Academy Experts

ContactPointBooth 1164www.contactpoint.comContactPoint’s new product, LogMyCalls, represents the next gen-eration of intelligent call tracking and marketing automation. This multi-award-winning application tracks calls generated by online campaigns, optimizes conversion rates, scores leads, measures call analytics, and even maps close rates.

LogMyCalls adds intelligence to any marketing effort, tracking calls from any paid campaign or organic search. Now you know which campaigns searchers are clicking on, which ones produce phone calls, and even which campaigns are producing customers. LogMyCalls helps marketing firms attract new clients and retain current ones. It helps internal marketing departments optimize their spend.

The mobile marketing boom means that call tracking is more important than ever. Don’t get left behind. Start using Contact-Point’s award winning LogMyCalls.

Conversion IQBooth 1146www.conversioniq.comConversionIQ provides conversion rate optimization programs to continuously improve websites. Our programs are available directly and through our agency partners. Our conversion rate experts gain insights as to why customers are leaving a website without pur-chasing and work with the client on solutions to these issues. This means continuous revenue increases for the traffic the website already has. Our clients love our 30% Conversion Rate Increase Guarantee, our 30-day Money-Back Guarantee, and the no-obliga-tion contract.

“We make enterprise conversion optimization services available to small and medium size businesses who would never have been able to afford them before. We learn our client’s business inside and out, gain insights using Analytics as well as other qualitative tools, then test our solutions. We only implement changes that are tested and proven to increase a website’s revenue.”—Keith Hagen, Co-Founder

Convert InsightsTexpo Pavilionwww.convert.comConvert.com is the home of Convert Insights and has an A/B test-ing and multivariate testing tools that optimize landingpage and

onsite to improve conversion rates. Matching search keywords and other geo- and behavioral data with A/B testing landingpage any or optimization agency or PPC expert will be able to change the landing page and website at distance without changing the page or creating a duplicate. Simple and robust solution very affordable and in the cloud.

CovarioBooth 1128www.covario.comCovario is one of the nation’s largest independent providers of SEO (search engine optimization) and SEM (search engine marketing) agency services and management solutions. The firm was selected by OMMA as the 2011 Search Agency of the Year. It was one of only nine agencies from more than 100 considered to make the 2011 Forrester Wave of U.S. Search Marketing Agencies. Covario is also the developer of a unique platform for cross-media optimization and attribution analysis, known as the Covario CMO Dashboard™. Headquartered in San Diego, the firm has about 200 team mem-bers worldwide, with additional offices in Chicago, London, Beijing, Tokyo, and Singapore. Covario’s growing customer base includes world leaders in technology, consumer electronics, retail, ecom-merce, financial services, media, entertainment, publishing, and consumer packaged goods.

CrowdSourceBooth 1168www.crowdsource.comCrowdSource delivers scalable solutions to enterprise clients world-wide. Using a distributed workforce, CrowdSource provides clients with high-quality, cost-effective results at unprecedented speed. By leveraging pre-qualified groups of skilled workers, breaking com-plex tasks into microtasks and employing quality-controls, Crowd-Source eliminates the most common business problems.

Utilizing Amazon Mechanical Turk’s powerful infrastructure, CrowdSource manages a qualified workforce of over 500,000 to complete a variety of tasks including: moderation, copywriting services, product matching, search relevance, categorization and transcription.

With access to full-service solutions to manage all types of projects, enterprise clients receive results without using valuable internal resources.

DataPopTexpo Pavilionwww.datapop.com DataPop’s mission is to make marketers’ lives easier and give them the technology they need to build ads that people love to click on. The DataPop Creative Science Platform uses complex natural lan-guage text generation systems that extract a consumer’s underlying intent and matches it to optimized offers drawn from our clients’ websites, product feeds, and promotional schedules. DataPop cli-ents, on average, have seen sales increases of 40% while also expe-riencing CPA declines of 15%.

8 SES • August 2012 {San Francisco}

sponsors &exhibitors SES San Francisco | August 13–17, 2012

eLocal Listings, a Search Initiatives CompanyBooth 1938www.elocallisting.comHelping business grow through Local Search. It’s really that simple, we get you found on natural/organic results of Google, Yahoo!, and Bing, and customers call you directly helping you grow your busi-ness and increase your revenue. Unlike other online lead generation services, there is no bidding, competing, or budgeting. We make it easy so you can focus on your business, while we focus on getting you found on the Internet.

eZanga.comBooth 1966www.ezanga.comeZanga.com is a search engine specializing in online advertising and services. eZanga users are given a convenient and accurate web search experience with feature-rich results. Our proprietary Metasearch technology retrieves information from multiple search engines displaying only the most pertinent results without duplica-tion or overlap.

eZanga offers local, regional, and national advertising cam-paigns focused on generating a high ROI. Our advertisers enjoy benefits including personalized account management, expansive toolsets, and advanced fraud prevention. Recently released, Traffic Advisors 6.0 edition is our latest update to our progressive fraud fil-tration system, preventing fraudulent clicks in real-time to ensure clean, qualified traffic.

FathomBooth 1810www.fathomdelivers.comFathom is a full-service digital marketing and analytics firm that drives new business for its clients across multiple touch points (SEO, SEM, email, display, social media). Its belief that every mar-keting dollar should be highly accountable makes it an easy choice for mid-cap and large enterprises alike. Its proven track record of success across multiple industries—including manufacturing, technology, education, healthcare, and sports—allows it to back up its promise to deliver “results that matter.” Companies that want simple answers to the digital world’s complex marketing questions choose Fathom for the assurance that the return on their advertis-ing budgets will be highly profitable.

Our full service solutions include ethical search engine opti-mization and online PR/link building, pay-per click management, Internet video marketing, social media, email, affiliate, display, and big data/predictive analytics programs. We turn websites and digi-tal properties into sales machines.

Full Sail University Booth 1166http://www.fullsail.edu/?fa=top.main&mnc=2053Both Full Sail University’s Internet Marketing bachelor’s and mas-ter’s degrees explore the many opportunities available for utilizing

the Internet to market effectively. Learn to plan, launch, and opti-mize marketing campaigns that build brand recognition, drive traf-fic, and generate conversions.

These comprehensive programs cover all facets of online mar-keting including e-commerce, social media, pay-per-click, and SEO. You’ll explore online operating models through courses that cover affiliate marketing and e-commerce, and utilize real-world tools to gain practical experience.

Our experienced teaching staff is subject-matter experts, focused on providing course materials that give you the most current infor-mation. Our innovative learning management system gives you all the tools you need to be a successful online student.

With an Internet Marketing degree from Full Sail University, you will be positioned to pursue the business career you desire. Graduates start their own business, become consultants, work as marketing managers, or specialize in specific areas.

gShift Labs Web Presence OptimizationBooth 1144www.gshiftlabs.comgShift Labs’ industry leading SEO software system, Web Presence Optimizer™ (WPO), helps marketers and agencies more efficiently and effectively monitor and report on SEO campaigns. gShift’s patent-pending WPO software provides insight into an entire web presence—website, blogs, press releases, social media, and analyt-ics—by reporting organic rank data, backlinks, social signals, and competitive intelligence, all of which contributes to the goal of ranking higher organically in the search engines.

The fundamentals of SEO still matter; however, SEO in 2012 is about social signals (Facebook, YouTube, Twitter, LinkedIn, Google+, Pinterest) and fresh content (blogs and press releases).

Track, manage, measure, and report web presence analytics data all in one place using gShift’s SEO monitoring and reporting software. Organizations of all sizes benefit by reducing the time and resources required to analyze and improve organic search optimization.

gShift Labs can be contacted at 1-866-743-5960 or sales@ gShiftLabs.com or by visiting www.gshiftlabs.com.

iCrossingBooth 1136www.icrossing.comiCrossing is a global digital marketing agency that combines talent and technology to help world-class brands find and connect with their customers. The company blends best-in-class digital market-ing services—including paid search, search engine optimization, Web development, social media, mobile, research, and analytics—to create integrated digital marketing programs that engage consum-ers and drive ROI. iCrossing’s client base includes such recognized brands as The LEGO Group, Epson America, and Toyota, and 40 Fortune 500 companies, including The Coca-Cola Company, Mas-terCard, and FedEx. Headquartered in New York, the company has 700 employees in 13 offices globally. iCrossing is a unit of Hearst

sesconference.com • SES 9

sponsors &exhibitorsDownload the app or visit SESSanFrancisco.com.

Corporation, one of the nation’s largest diversified media companies. For more information, please visitwww.icrossing.com.

Internet Marketing NinjasBooth 1148www.internetmarketingninjas.comInternet Marketing Ninjas, formerly We Build Pages, is a full ser-vice Internet marketing company established in 1999. Though the agency is most well known for their expertise in link building, the re-branding has introduced a broad range of additional SEO ser-vices including social media marketing, SEO reporting, content development, conversion analysis, and their currently featured Panda Recovery Reports. The company’s CEO and founder, Jim Boykin, is a frequent conference speaker and a pioneer in the SEO industry. Jim’s blog, a renowned link building resource, was named Best Link Building Blog in 2006 and 2007 by Search Engine Jour-nal. Now the blog hosts even more voices including frequent con-tributor Ann Smarty and staff writers Bonnie Stefanick and Jennifer VanIderstyne.

Recently, Internet Marketing Ninjas released a number of free public tools including an on-page optimizer and a comprehensive site crawler. Currently the in-house staff consists of nearly 100 Nin-jas, expertly trained in various aspects of SEO.

LinkdexBooth 1954www.linkdex.comLinkdex is a free, enterprise-class SEO platform where you only pay for valuable, actionable, profitable data.

Linkdex was founded by a team of seasoned search marketers. Together with a rapidly growing group of passionate business and agency users, Linkdex is developing the software to deliver on an ambitious product vision.

Linkdex is also a platform that is evolving further and faster than any other, with a dedicated team of Europe’s leading develop-ers working flat out, turning user feedback into new features as regularly as every two weeks.

None of this would be possible without a £ multi-million invest-ment from one of the world’s leading venture capital funds and Silicon Valley’s highest profile investors.

So whether you’re aiming to benchmark what SEO is delivering against the competition or work more productively for your team, with Linkdex you can Seize Every Opportunity.

LivePersonBooth 1124www.liveperson.comLivePerson, Inc. (NASDAQ: LPSN) offers a platform that enables businesses to intelligently connect in real-time with their custom-ers via chat, voice, and content delivery at the right time, through the right channel. This “Intelligent Engagement” platform produces

meaningful interactions on websites, social media, and mobile devices fulfilling customer needs and business objectives.

More than 8,500 companies, including Hewlett-Packard, IBM, Microsoft, Verizon, Sky, Walt Disney, PNC, QVC, and Orbitz, rely on LivePerson’s solutions to increase conversions and enhance cus-tomer experience and customer satisfaction.

LivePerson received the CODiEs for Best Ecommerce Solution in 2011, was named one of America’s 25 Fastest-Growing Tech Compa-nies by Forbes in 2011, and a Company of the Year by Frost and Sul-livan in 2010. LivePerson is headquartered in New York City with offices in San Francisco, Tel Aviv, Atlanta, London, and Melbourne.

Loud InteractiveTexpo Pavilionwww.loudinteractive.comLoud Interactive is an online marketing firm specializing in social media and SEO consulting. Based in Chicago, we are a lively team of industry experts specializing in online marketing. We help empower businesses and brands to grow and reach their maximum potential. In the competitive world of online marketing it can be hard to stand out from the crowd, but we’ll make sure your brand is being heard. Loud Interactive also assists clients with reputa-tion management, paid search, and link building tactics. Our cli-entele ranges across several verticals, from health insurance and e-commerce to major media outlets. This diversity has broadened our scope of knowledge and also our ability to fulfill our clients’ business goals, whatever they may be. We value our clients and it shows in the work we do.

Majestic SEOBooth 1120www.majesticseo.comMajestic SEO provides competitor backlinks intelligence to SEO spe-cialists. Majestic SEO is the planet’s most comprehensive backlinks information provider, and offers a number of tools to access to this valuable resource. Most recently, Majestic launched Site Explorer—offering more data than anyone else by a considerable margin.

Majestic enables registered users to test its services free of charge by generating reports for sites users control. Registration is free, and highly competitive subscription plans start at low prices, with 1 month minimum commitment. Subscribers have a range tools to enable link analysis of competing domains to be performed. For enterprise users, Majestic offers an API service for internal use that enables developers to integrate the data into new or existing suites of reports and applications.

Link data includes 3 Trillion links on the web by: • Anchor text • Link strength • Crawl date • Country source • IP number • Follow/frame/redirect and other flagsStop by their stand in San Francisco to request a demo and trial.

10 SES • August 2012 {San Francisco}

sponsors &exhibitors SES San Francisco | August 13–17, 2012

Market Motive Training InstituteBooth 1958www.marketmotive.comWhat does it take to be certified in search marketing? Visit Market Motive to find out. We’ll show you our online video training library; you’ll meet our top-rated faculty and get a glimpse into the testing and endorsement system that is world-recognized and endorsed by the biggest names in search.

Market Motive provides online certification courses in SEO, web analytics, PPC, social media, conversion optimization, online PR, email marketing, and more. All courses are online and all students have weekly phone conferences with the faculty. And the faculty is the best part—it’s a “Who’s Who of the internet marketing world” according to Website Magazine and “the best in the business” accord-ing to Internet Marketing Pilgrim. To learn more, see us at the con-ference or visit www.marketmotive.com.

Milestone Internet MarketingBooth 1950www.milestoneinternet.comMilestone Internet Marketing, Inc., is a leading provider of internet marketing solutions for the lodging industry. Milestone’s portfolio of services includes hotel Website design, search Engine optimi-zation, pay-per-click marketing, social media optimization, eBuzz Connect™ Online Reputation Monitoring, etc. Milestone currently works with over 1200 hotels and drives over $550M in annual rev-enue for its clients. Milestone is a preferred vendor for several major lodging industry brands and works with some of the leading management companies. Milestone is also well known as a lodg-ing industry educator for its Hotels to HTMLs internet market-ing workshops and book. For more information, please visit www. milestoneinternet.com or call 888-350-8396.

If you are interested in attending the workshops, send an email to info@milestoneinternet.com.

Mongoose MetricsBooth 1160www.mongoosemetrics.comMongoose Metrics is the authority for exposing what happens before, during, and after phone conversations to assist clients with actionable data for quick and effective marketing spending. The company developed the industry’s first patent-pending phone call tracking technology which integrates phone call reports into third party web analytics packages such as Webtrends™, Google Analytics™, and Omniture SiteCatalyst.™ The company’s innova-tions also include keyword level tracking solutions for online marketers who need to understand what paid search (PPC) traffic is driving phone calls. In 2010, the company expanded its service coverage area to Canada and the United Kingdom. Mongoose Met-rics is a privately-held company based in Independence, Ohio and was founded in 2007 by information technology and telecom vet-erans, Stephen Abbey, Bradley Reynolds and Jeff Tirey. For more information about Mongoose Metrics products and services visit

www.mongoosemetrics.com or call 1.877.784.0496. Follow us on Twitter @mongoosemetrics.

MyNextCustomerTexpo Pavilionwww.mynextcustomer.comMyNextCustomer is a call tracking and pay per click reporting solu-tion that lets agencies and marketers see what part of their market-ing mix is working and where they’re wasting money.

It’s used by hundreds of customers and agencies to report on calls, leads, and sales from PPC, SEO, social media, and offline mar-keting initiatives such as Google Adwords, MSN Adcenter, Face-book Ads, Twitter, and LinkedIn.

MyNextCustomer pulls all your marketing accounts into one simple, easy to use dashboard and automates report creation across multiple platforms, making it easy to white label client reports with your brand.

MyNextCustomer clients include leading PPC and online agen-cies such as Exclusive Concepts, BSSP, Bynd, Avalaunch Media (fka Dream Systems Media), WebSight Design, and Get Found First, as well as some of the world’s top brands such as Trinet, UCLA, Ameri-can Greetings, and Union Bank.

Page One PowerBooth 1118www.pageonepower.comPage One Power does Custom SEO, Link Building and SEO site audits.

Custom SEO: Custom SEO by Page One Power is a unique blend of thorough research, skillful application, and constant communi-cation. We don’t use canned solutions or pre-planned deliverables; instead we focus on a sites particular needs and wrap SEO solutions around those needs.

Link Building: Page One Power specializes in custom link build-ing. We have several dedicated link building teams of college grad-uate researchers and writers who spend all of their time finding high quality links. We analyze a niche, the leading competitors, and industry experts to formulate a customized solution for your par-ticular link building needs. We are creative and hard working and get the links you need.

Site Audits: A site audit prepared by Page One Power is a com-prehensive resource for your web team do use to plan their SEO strategy around. We focus on three items in our site audits: techni-cal, relevancy, and linking. The intent of our site audits is always how to get ranking results. Sometimes all you need to get your SEO project underway is an unbiased, expert opinion.

Page One Power is an SEO firm located in Boise Idaho. It is headed by two brothers, Jon and Zach Ball. Page One Power focuses on customized, white hat SEO. They work with a limited number of highly motivated clients who are focused on getting top search engine rankings.

“We’re a small firm. We don’t have departments and account managers so our clients work directly with the leadership of the

sesconference.com • SES 11

sponsors &exhibitorsDownload the app or visit SESSanFrancisco.com.

company. Because of this our clients love working with us. Of course we get results too.”—Jon Ball, Page One Power

On Demand Webinar: Penguin Proof Link Building Strategies

PixelsilkBooth 1914www.pixelsilk.comPixelsilk is the first 100% SEO friendly web-based content manage-ment system (CMS) designed with SEO best practices at its core. Preferred and endorsed by some of the best in the SEO industry, Pixelsilk is changing the web CMS paradigm.

Pixelsilk includes full HTML and URL control, real-time SEO advice, multiple-site management, and an open architecture for plugins. Pixelsilk makes it simple to implement a branded design, e-commerce cart or search strategy—while still being easy for those editing content. Learn more about the SEO friendly CMS, Pixelsilk at http://www.pixelsilk.com.

PRWebBooth 1930www.prweb.comPRWeb leads the industry in online news distribution and publicity. It takes the press release—formerly the expensive asset of large busi-nesses—and makes it accessible to organizations of all sizes, as an inexpensive, hugely effective means of sharing news online, becom-ing more visible, attracting inbound media enquiries, and winning new customers. PRWeb is a service of Vocus. (NASDAQ: VOCS)

PubConBooth 1122www.pubcon.comPubCon, the premier search and social media conference, will hold its multi-track Las Vegas event on October 15-19, 2012 at the Las Vegas Convention Center.

PubCon, supported by the industry’s leading businesses, speak-ers, exhibitors, and sponsors involved in social media, Internet mar-keting, search engines, and online advertising, offers an in-depth look at the future of technology presented by over 200 of the world’s top speakers in more than 100 provocative cutting-edge sessions.

Register today at www.pubcon.com.

RankAboveTexpo Pavilionwww.rankabove.comRankAbove is a global leader in search engine optimization (SEO) technology, providing “big data” and in-depth analytical insights for organizations with websites with thousands of pages and upwards.

RankAbove’s proprietary Drive SEO platform solves complex website challenges for the enterprise by providing real time data, analytical insights, and on-page recommendations to increase natu-ral search engine rankings regardless of language or search.

Drive—a nSaaS web based platform—further analyzes and offers key SEO recommendations on tracking and improving a company’s

website with regard to increasing rankings and its organic traffic. Drive crawls—either on demand or weekly—billions of pages, and tracks millions of URLs and keywords simply and efficiently, replac-ing out of date manual SEO processes. Put your SEO in Drive!

Raven Internet Marketing ToolsBooth 1132www.raventools.comRaven Internet Marketing Tools is used by thousands of market-ers around the world to efficiently manage search engine optimi-zation and social media conversations. With Raven you can con-duct research and analysis, manage link building campaigns, track search engine trends, instantly produce sophisticated campaign reports for SEO and SMM campaigns, and collaborate with team members using intuitive multi-user features. Learn more at http://raventools.com.

ReTargeterBooth 1962www.retargeter.comReTargeter is a full-service display advertising platform specializ-ing in audience targeting and retargeting solutions for brands of all sizes. Retargeting enables brands to focus their advertisements on everyone who has engaged with them online, whether through the web, email, mobile devices, or social media. These people are served targeted advertisements following their interactions, which increases brand visibility, encourages repeat visits, drives conver-sions, and optimizes marketing dollars.

ReTargeter also offers advanced retargeting solutions including search retargeting, which serves ads to people based on their search behavior, and CRM retargeting, which allows brands to show ads to anyone with nothing but an email or a mailing address. Retarget-ing can be applied to every aspect of a brand’s online marketing and sales efforts, including lead generation, lead nurturing, email marketing, and social media.

Salesforce Radian6Booth 1960www.radian6.comSocial media forces companies to figure out how to line up for customers instead of customers lining up for companies. Sales-force Radian6 helps businesses listen to what people are saying online, discover more about these people, and engage with them more efficiently. Our flexible, web-based social media monitoring and engagement solution delivers real-time relevant social media conversations around your brand, competitors and industry. We scour hundreds of millions of sites and aggregate social conversa-tions—saving you lots of legwork—to bring you visual represen-tations of trends, influencers, and sentiment. Radian6 is designed to scale social media throughout your entire organization, trans-forming it into a Social Enterprise. Visit www.radian6.com for more information.

12 SES • August 2012 {San Francisco}

sponsors &exhibitors SES San Francisco | August 13–17, 2012

Search Engine WatchBooth 1409www.searchenginewatch.comSearch Engine Watch provides tips and information about search-ing the web, analysis of the search engine industry, and help to site owners trying to improve their ability to be found in search engines.

Searchmetrics, Inc. Booth 1952www.searchmetrics.comSearchmetrics is the global expert in search and social analytics software, empowering marketers to increase visibility and mar-ket share on the world’s leading search engines. We create value by providing the best quality data on a global scale. Clients and partners worldwide rely on Searchmetrics to maximize return from search investments with actionable insights that help better man-age, improve, and scale search marketing campaigns.

Searchmetrics’ robust search marketing tool, Searchmetrics Suite, is supported by a unique server infrastructure that offers monitoring of over 163 search engines in over 69 countries world-wide. Searchmetrics Suite is also home to the Searchmetrics Essen-tials data modules, SEO+SEM, Social and Links, encompassing the largest, fastest databases for search and social media available.

Headquartered in Berlin, with subsidiaries and offices in New York, London and Paris, the company delivers real web intelligence to a growing international customer base. You can follow Search-metrics on Twitter @Searchmetrics or on Facebook at www.face-book.com/Searchmetrics. For more information, please visit www. searchmetrics.com.

The Search MonitorBooth 1964www.thesearchmonitor.comThe Search Monitor works with SEM, SEO, brand, and affiliate mar-keters to monitor advertising activity across keywords on search engines, shopping engines, and social networks in real-time, world-wide. Features include: email alerts, screenshots, reports, charts, & statistics on market share, rank, ad copy, ad spend, trademark and affiliate violations, affiliate links in tweets, and link building recommendations.

Uses: • Competitive Intelligence to Optimize Campaigns • Trademark Monitoring for Brand Protection • Affiliate Monitoring for Compliance & Recruitment

Supported Media: • Search: Paid, Local, & Organic Universal SERPs • Shopping Engines • Devices: Mobile, Desktop, Tablets • Social Media

SEM RPMSponsorwww.semrpm.comSEM RPM is a leading strategic internet marketing agency and search engine marketing firm based in San Francisco, California. SEM RPM specializes in search engine marketing (SEM), including pay-per-click advertising, search engine optimization, and display marketing. The company was founded in 2009 by former big agency employees hoping to change the way search marketing companies serve their clients.

SEM RPM’s executive team brings over a decade of combined expe-rience in strategic internet marketing to its clients while our employ-ees are all seasoned search marketers and industry certified. From planned projects to unexpected brand emergencies, we are always available to help your business meet its online marketing needs.

SEMrushBadge Booklet Sponsorwww.semrush.comSEMrush provides users with invaluable competitive intelligence—tracking the top 95 million keywords and 42 million domains. SEM-rush data currently includes 10 of the most popular regional Google databases, as well as US Bing, and returns extensive metrics rela-tive to both organic and paid traffic (both AdWords and AdSense), as well as backlink info.

SEMrush can reveal just what keywords your competitors are ranking for, what campaigns they’re running, what their budget looks like, and what kind of traffic they generate. Thus, it can pro-vide all the ammo one needs to effectively optimize, run impactful campaigns, and increase overall traffic and revenue.

SEO.inBooth 1944www.seo.inSEO.in is an online marketing agency with an aim to create compre-hensive services that provide results for our clients and partnering agencies. We provide our services to numerous small businesses, enterprises, and other agencies looking to outsource their work to another agency in the online marketing industry. We have a history of working with companies of all shapes and sizes and continue to offer our services in the United States, United Kingdom, Australia, Canada, and India. We offer a variety of online marketing services as a part of our online marketing suite. It is our mission to make our services work for our clients.

SEOmozLanyard Sponsorwww.seomoz.orgSEOmoz develops the industry’s #1 SEO and social monitoring plat-form with a robust link intelligence API. Plus, we host a comprehen-sive collection of free SEO and inbound marketing resources and a vibrant community of 300,000 online marketers. SEOmoz PRO combines SEO management, social media monitoring, actionable recommendations, and so much more in one easy-to-use platform.

sesconference.com • SES 13

sponsors &exhibitorsDownload the app or visit SESSanFrancisco.com.

Mozscape, our unique index of the web that crawls over 350 billion URLs, powering the popular Open Site Explorer link analysis tool. Take a 30 day free trial! SEOmoz is also home to Roger MozBot, the world’s most helpful and cuddly robot.

SEP ConnectTexpo Pavilionwww.sepconnect.comSEP Connect (www.sepconnect.com) is a leader in search engine placement (SEP), a new way of getting your business noticed on the Internet. Search engine placement is different from SEO, SEM, PPC, and other forms of Internet advertising in that placements are exclusive and less expensive and results take days instead of months. SEP Connect guarantees to place local businesses on the front page of Google and Bing within 45 days or they don’t pay. Results appear in the natural search section where consumers are most likely to click. SEP Connect has offices in Washington, DC, and Sacramento, CA.

7Search.comBooth 1110www.7Search.com7Search has been a premiere pay-per-click search network for over a decade, distinguishing itself for driving quality traffic, afford-ably. Known for excellent customer service—advertisers can call, email, or instant message—an actual person that is an expert in training and assisting advertisers to optimize their campaign. This team is dedicated to ensuring each and every advertiser achieves the best return on investment they possibly can. Take advantage of 7Search’s network to drive traffic your way.

Slingshot SEOBooth 1924www.slingshotseo.comFounded in 2006, Slingshot SEO is a professional search engine optimization practice whose full-service strategic consulting and internet marketing services deliver unparalleled results for its enterprise SEO clients. Slingshot’s tight, business-impacting plans enable clients to conquer search with confidence. The company’s results are driven by a tireless passion to master the science of search. In May 2011, Slingshot SEO was recognized as the “IT Com-pany of the Year” at TechPoint’s Mira Awards, the premier tech-nology awards program in the state of Indiana. For more informa-tion about Slingshot SEO and to read customer reviews, visit www. slingshotseo.com.

StoneTemple ConsultingSponsorwww.stonetemple.comStone Temple Consulting provides holistic Internet marketing opti-mization services. This includes SEO, social media, and PPC ser-vices, all designed to grow your business steadily over time. Link building services focus on strategies that combine brand building with the creation of all natural high quality authoritative links.

Key STC facts include: • More than 10 years experience in the industry • 25+ experience online marketing practitioners • Clients ranging from Fortune 100 companies to startupsSTC CEO Eric Enge is the lead co-author for The Art of SEO and

a frequent industry speaker, and had regular columns in Search Engine Watch and Search Engine Land.

SumAll Texpo Pavilionwww.sumall.comSumAll helps ecommerce business owners turn their data into dol-lars with real time analytics, actionable insights, and trend alerts that ensure that they’ll never miss a major shift in their business again. Set-up requires just a few clicks, and revenue insights are a few minutes away.

SumAll helps you answer questions such as: • Are my new customers or old customers more valuable? • How does increased traffic affect my revenue? • How do my sales over the last holiday season compare with

the one before?SumAll is integrated with BigCommerce, eBay, Magento, Paypal,

Shopify, and Google Analytics and is adding more platforms each month with the vision that business should be able to experience and interact with their data all in one place.

Sweet IQTexpo Pavilionwww.sweetiq.comSweet IQ, formerly Get Me Listed, is a fully integrated location-based marketing platform. It collects and analyzes data to provide analytics and actionable recommendations in order to increase venue presence, manage brand visibility, and drive customer engagement into in-store sales. Sweet IQ was developed to respond to the needs of multi-venue marketers who deal with diverse and fragmented local marketing streams, such as local search optimiza-tion, local listings, mobile apps, and social media, in order to create and manage centralized and simplified local marketing campaigns.

TextbrokerBooth 1948www.textbroker.comTextbroker is your marketplace for unique and exclusively written articles created to your specifications. Our fixed rates make cost planning for projects of all sizes simple. No auctions, ho hassle: just place your order and writers find you. Create multiple orders for website localization, article marketing, and search engine opti-mization quickly and easily with our interface. Provide your editors and clients content without lifting a finger via our API. With more than 24,000 US authors at your disposal and rates starting around a penny, creating content has never been so easy and so fast.

14 SES • August 2012 {San Francisco}

sponsors &exhibitors SES San Francisco | August 13–17, 2012

Thinkit MediaBooth 1918www.thinkitmedia.comThinkit Media provides social media marketing services, blog development, brand building and monitoring, reputation manage-ment and SEO consulting services.

topseos.comBooth 1920www.topseos.comThe independent authority on search vendors, topseos.com evalu-ates and ranks the top internet marketing companies. Categories ranked by topseos include: search engine optimization, pay per click management, affiliate marketing, social media optimization, and many more.

Since 2002, topseos has been a trusted resource for businesses looking to launch or improve internet marketing campaigns. The pathfinder service allows topseos to work directly with you to help find companies that best fit your business needs. Why waste time searching through thousands of sites with false promises? Go straight to the authority, gain insight into the industry, and work with the best.

TrellianBooth 1946www.trellian.comTrellian Direct Search Network is the largest global provider of quality intent-driven search traffic (also known as direct navigation traffic). Trellian controls the destination of hundreds of millions of unique visitors each month from domains in our network. Specific keyword traffic is re-directed to your site through our unique CPV auction based platform. Trellian Direct Search is a powerful addi-tion to any paid search campaign.

Since 1997, Trellian has been providing web based tools and solutions for SEO’s, SEM’s, performance marketers, web developers and domain investors. Trellian’s properties include Keyword Discov-ery, AddMe, SEO Toolkit, URL Trends, DomainState, Above Domain Registrar, and Above Parking Manager.

VisiStatBooth 1130www.visistat.comVisiStat is a web analytics / customer intelligence platform that captures complex analytical data in real-time, and simplifies it spe-cifically for SMB / SME enabling well-informed business decisions that increase sales opportunities and maximize online marketing effectiveness. The VisiStat solution is an integrated, single-source ecosystem providing comprehensive web analytics and campaign tracking to optimize website performance and online market-ing ROI, plus an anonymous visitor identification solution that

generates new sales leads directly from your website. The result is greater visibility as to how customers and prospects are engag-ing your business, and clear, specific steps to improve your online presence.

WL MarketingBooth 1114www.wlmarketing.comWL Marketing specializes in providing professional, reliable, and affordable link building, local SEO, on site SEO, content/blog man-agement, and other marketing services.

Wpromote Inc.Booth 1936www.wpromote.comWpromote is an award-winning online marketing firm headquar-tered in El Segundo, CA. Founded in 2001 by Michael Mothner, Wpromote has helped over 37,000 clients grow their businesses online. With unmatched experience in search marketing and an unrivaled dedication to our clients’ results, Wpromote stands out from the crowd. Wpromote’s suite of services includes PPC man-agement, search engine optimization (SEO), social media, Facebook advertising, mobile advertising, conversion optimization, email marketing, and media buying.

The 80+ employees at Wpromote currently manager more than 3,500 clients spanning a wide range of industries and verticals in over 60 countries worldwide. Wpromote’s integrated search engine marketing clients include Bayer HealthCare, TOMS, Toyota, Wine.com, Behr, Allied Van Lines, HP, Southern New Hampshire Univer-sity, Symantec, Fisher-Price, and Universal Music Group.

A privately held firm, Wpromote established a position as the #1 integrated search marketing company by offering the industry supe-rior proprietary technology, dedicated customer support and an hon-est, holistic approach. Inc. Magazine has honored Wpromote six times on its annual Inc. 500|5000 list, which recognizes the fastest growing companies in America. Wpromote is one of the few firms invited to Google’s semi-annual Client Forum, is on Google’s SEM Council and Social Council, and is a Google AdWords Certified Partner.

ZenyaBooth 1926www.zenya.comZenya, (an Info.com company) enables online search agencies and large advertisers unprecedented levels of specificity in keyword discovery and categorization. Scale SEM campaigns and reduce CPC while bolstering quality score. Zenya provides 650 million real searched keywords algorithmically mapped to 300,000 keyword cat-egories, with more added every week. Zenya’s taxonomy contains as many as 17 layers of tiered granularity for absolute advertising pre-cision. Zenya is your premier platform for performance keywords.

16 SES • August 2012 {San Francisco}

focus COVER STORY

Change or PerishThe 2015 Digital Marketing Rule Book

by Avinash Kaushik

It is a cliché to say that the web has radi-cally transformed companies, and indeed entire industries. Yet I believe that the greatest transformation in our ability to

find audiences and influence them about our proposition is still ahead of us. Marketing is about to undergo a massive transforma-tion, and unless you prepare your company for the change today, your future as a profit-able entity is in jeopardy.

I’ve had the privilege of working with some of the largest companies around the planet. With that experience in mind, and as an active digital citizen, I’ve developed five rules for digital revolutionaries that, if followed, will future-proof your business. I hope they’ll motivate you to create a veri-table primordial ooze from which new ideas (or indeed life) for an imaginative digital existence will emerge.

Multiplicity—Competencies, Campaigns, Systems, EverythingFor far too long we’ve been able to achieve success by relying on our sheer strength in one thing. Catalog. Paid search. YouTube. Billboards. TV. You can no longer be good at just one thing, or two. It is a 10-thing world now (and maybe a 20-thing world soon).

If you are a catalog company, you have to be good at catalog marketing (as long as it continues to provide incremental revenue), you have to be good at NASCAR (as long as it provides incremental revenue), and you have to be good at Facebook, email, search, YouTube and … a hundred other things—all while constantly optimizing your portfolio via controlled experiments.

You have to be good at sourcing your products and good at delivering them.

You have to be good on every device of every screen size in every country with a monetizable audience.

It is hard to rewire the company’s DNA to truly execute a multiplicity strategy. That’s why you should allocate 15% of your mar-keting budget to getting good at multiplic-ity—all the time.

One-Trick Ponies Are Going to Be a LiabilityIncreasingly, your people can’t be one-trick ponies, especially not people you consider stars.

The web demands immense agility and flexibility from every company. Having one-trick ponies can limit your capacity to think smart and move fast.

If your marketer is not savvy in basic finance and analytics, and can’t write some html and create mobile campaigns and tag clouds, then you have a long-term liability on your hands, not an asset who is really, really good at writing copy for display campaigns.

If you have a finance person for your web business who has never run campaigns on Facebook, and who doesn’t understand the uniqueness of mobile applications and a little bit about the insanity of ad exchanges, then over time try to hire someone who does.

At one time, it was okay to be 100% good at one thing and only one thing. But today, companies with people who are 70% magnifi-cent at one thing and 30% good at everything in the periphery of their jobs will rule this world.

Change HR hiring practices now to nur-ture such 70/30 people inside your company, and make that a mandatory condition for all new hires. Then you’ll rule this world.

Attention Is the Most Precious CommodityWe live in a hyper-fragmented world with, quite literally, hundreds of TV channels, thousands of social connections, and mil-lions of websites. The single biggest gift any brand can get is attention.

Attention results from understanding the true strength of each channel and then engaging uniquely with your audience. Here’s a good example: I ride my bike a lot. I walk a lot. In general, I’m a big fan of exer-cise. I would follow Gatorade on Twitter with the exercise connection of that brand, but do you know what they do on Twitter? They retweet other people’s tweets about them. This is the lamest thing for which you can imagine using Twitter.

How could Gatorade grab my attention? They could have a Twitter stream about hydration. Their tweets could support their bio on Twitter: “Helping athletes get the most out of their bodies before, during and after activity.” Of the 400 tweets I reviewed, I could not find a single one that fell in that category. Why not try to grab my attention and keep it? In addition to aiming to have an ad on every TV sports event in the hopes that I’m watching, they should try to get social media right and establish a direct relation-ship with me.

It’s not about doing one or the other; it’s about doing both done exceptionally well. That’s how you earn attention.

What is your business shooting for online when it comes to digital marketing? What are you doing to earn, and keep, attention?

Brand Destruction Is Insanely Efficient Now. Beware!United breaks guitars. Kenneth Cole goes too far with Egyptian protests. Gap logo. Bank of America everything. You can add 100 more examples in 100 seconds.

Those are big ones. But there are small ones, too. I told 20 people that Nikon’s site is slow and profoundly suboptimal on mobile. (Guess what I had on hand when I saw their sexy ad on TV? A mobile device!) Now these 20 people will tell others. This is small, silent brand destruction.

Yet few companies have built organiza-tional capabilities with this efficiency in mind. The distance between a story and an audience is six pixels, as my friend Mitch Joel might say. It is ever more important to live your values, walk the talk, deliver what you promise, not say stupid stuff, and be real and accessible.

The power that can so efficiently destroy your business is also the power that can boost it to untold heights. That’s marketing money can’t buy.

Imagine a better future for your company.PS: It is no longer optional for you to just

create TV ads and not have the most brilliant,

COVER STORY focus

engaging, and helpful mobile websites. In case you were wondering, the year of the mobile was two years ago.

Glory Will Come to the Precious Few Who Are Willing to Embarrass ThemselvesWe don’t take risk and try things—imagina-tive and possibly glorious things—because we believe that the price of failure is too high. And it is in the real world. Consider creating a TV commercial, repackaging a product, or try-ing a new offer. First, it takes a very long time to actually try something (add longer plus infinity for risky things). Second, when you fail, you fail spectacularly. Heads roll. Com-panies get entrenched in what they know and end up constantly optimizing for what has always worked; meanwhile, the world changes and these companies die, albeit slowly.

Now consider the web. You can have your most embarrassing idea for a redesign, new

offer, or product launch out there in one day—and you can control for risk! You can only show the redesign to 1% of the site traf-fic. You can try the offer with just one affiliate or some Bing ads. You can launch the product to a selected group of opted-in customers (or only to people in New York). You can control for risk should everything blow up in your face—and you can have analysis of your risk in almost real time to get an early read and in a few days with statistical significance!

If you are an executive, encourage your company to check its old-world thinking at the door. Consider rewarding people with new ideas. Allocate some of your aforemen-tioned 15% budget to experimentation and testing. If you are a large company, don’t live without someone with strong design of experiments skills.

If you can’t embarrass yourself, in con trolled quantities, you can’t become

magnificent. And you can’t future-proof your company.

ConclusionThese are five simple rules to follow in order to unlock the imagination of your company and be massively successful in the future. Absorb them. Undertake the very hard task of slowly evolving your company to adapt to them. Monetize the opportunity presented and future-proof your company.

Avinash Kaushik is the author of

Web Analytics 2.0 and Web Ana-

lytics: An Hour a Day. He is the

digital marketing evangelist for

Google and blogs on Occam’s Razor.

Facebook Casebook: A Free Facebook Case Study Resource

For a limited time, download your free copy:www.clickz.com/static/facebook-casebook

Sponsored by:

18 SES • August 2012 {San Francisco}

focus SEO

W hen I created AJPR back in 1998, there really wasn’t a concept of global SEO out there. If thought of at all, global SEO was consid-

ered more of a localization project than a search engine marketing project, and SEO on language-specific pages was an afterthought in the marketing process. Localization and SEO were tackled for each market separately. Considering the limited information we had about search engine marketing outside the US, and the lack of the tools, especially analytics tools, that could have provided us with site performance globally, there was not much choice but to manage non-US SEO sep-arately, if at all.

At the “Search around the World” session at SES Chicago in 2007, I talked about the uniqueness of the Japanese market and the complexities of the Japanese language. The audience was surprised that Yahoo! Japan was the most popular search engine by far; that the Japanese language uses four differ-ent sets of letters and characters with many spelling variations; that the engines were having difficulties identifying keywords cor-rectly since no spaces were used to segment the words in Japanese sentences; and that many words with different meanings had the same pronunciation.

Fast-forward to today—there is more infor mation about foreign markets, and search marketing has changed. The search engines have evolved considerably, too, and they’ve been working for us, the search mar-keters. As far as the Japanese market goes, Yahoo! Japan is still the most popular search engine, but it is now powered by Google. This means that SEO best practices, includ-ing link building, that are used for US sites should generally work in Japan. The engines no longer have problems identifying the key-words correctly in Japanese webpages. You rarely see the search results with mixed and unrelated information.

The engines have been doing their part; now search marketers need to do theirs by updating their SEO processes.

Global SEO Should No Longer Be an Afterthought Based on both online and offline business data and business goals, most businesses should know which foreign market to target and have a global (multi-country or multi-language) website by now. Rather than treat global SEO as a side project, you should put it in your main SEO workflow to make your site search friendly out of the box.

Many businesses manage their mar-ket-specific SEO projects separately, with SEO outside the US handled by a different agency and its subcontractors in each coun-try. Besides increased cost, this SEO model can result in very disorganized SEO projects and a lot of wasted effort. In this scenario, the changes made in the US are not always communicated to the teams that manage the other countries’ sites, even when the changes might have negative impacts on the performance of those sites.

While tackling SEO in multiple markets may sound like an enormous task, thinking about it as a unified, global SEO project could actually help reduce cost and workload. The key is to standardize the project and estab-lish common processes across the board.

Use Scalable Strategies to Minimize Duplicate WorkEliminating duplicate work across the vari-ous countries’ sites is the single best way to cut down cost and required resources.

Chances are that you use the same site design and templates for all websites, even if you have ccTLDs for each country site. If you have one domain for all markets, you defi-nitely have the same design. If you optimize the design of the US site to be search friendly, you shouldn’t need to audit and optimize the other sites. Even for the US site, you should really be optimizing the design (tagging and coding) at each webpage template level, not at each target page.

List past and ongoing SEO tasks for each site, identify the tasks that are relevant to multiple sites, and consider managing these

tasks centrally. This way, you can allocate the resources or request the agencies to per-form the tasks that are unique to each market.

Create Best-Practice Guidelines and StandardsContent optimization still seems like a task unique to each market. However, with the advancement of CMSs, it can be standard-ized in large part, too. Just as enterprise sites with multiple brands are doing, all site own-ers should write detailed SEO best-practice guidelines, and standards for each SEO task. This goes not just for businesses that have in-house SEO teams, but also for those that work with agencies. If you are unsure of where to begin, ask the agencies what they have for their SEO teams. Most importantly, enforce the standards across the board within your company and to the agencies. This way, you’ll know how the project is carried out and have a good view of expected outcomes.

Agencies can be a great source of knowl-edge, but some of their methods may not conform to your company’s standards. If their plans and recommendations vary from yours, don’t just accept them; ask why. Any good agency should be able to show you solid data or references to back their theories, and work with you, not against you.

Test and TargetWhile technology may be bringing the world closer, each market still has its individuali-ties. Also, your goals for each market may be different. Always test to learn the unique aspect of each target market, and adjust your global SEO strategies accordingly. Public reports and data are helpful, but the data from your own site and the customer base are the most valuable signals for your business.

Motoko Hunt, SEO Analyst

APAC/JP, manages the SEO for

all of Adobe’s properties in Ja-

pan and the APAC region. She

established AJPR in 1998.

It’s Time for Global SEO 2.0Reduce Cost and Workload by Centralizing Your SEO across Multiple Markets

by Motoko Hunt

sesconference.com • SES 19

focusSEO

Search is constantly evolving. Seman-tic search, schemas, and authorship relevancy have become hidden jew-els for site owners. By developing

your content and architecture around seman-tic search, you can improve user experience and generate higher ROI.

The Arrival of Semantic Search In March, Google announced that it was add-ing semantic search to its search engine in order to improve results. Semantic search focuses on the meaning and actual intent of the searcher rather than producing results based on keywords. According to Google executive Amit Singhal (see the Wall Street Journal’s March 15 article), a Google search will present more facts and direct answers to queries, showing key attributes and rel-evant results as opposed to the very standard results coming out of keyword search.

To power semantic search, Google relies on an encyclopedic knowledge of people, places, and things. The company recently launched a knowledge graph in which SERP (search engine results page) shows informa-tion pulled from several sources and presents it in a very cohesive, well-organized form.

Google is trying to understand what the query is and what contextual informa-tion would be the best result for that query. Its aim is to give users the best results full of pertinent information rather than just links to ten different websites. According to Google, this change will affect 10% to 20% of results, which could easily represent one of the biggest changes in the company’s history.

Leveraging Semantic SearchTo ensure that your site is ready for the semantic web, you should evaluate your site’s content and architecture. Is the con-tent written to provide the most relevant and precise results for search queries? Does the architecture organize and present the most critical information quickly?

Focus on natural language as your con-tent strategy, while still keeping keyword

search in mind. Write content only after doing intensive research on users’ search behavior. Find out the types of questions that people ask, the specifics (products, loca-tions, etc.) they seek, and the most relevant answers for their questions.

For example, if you have a hotel in San Francisco, you might discover through your research that people are looking for the best time of the year to visit the city, the best places to see, and time-sensitive information such as area events, local deals, and tours. You should provide specific and relevant information to address their queries along with evergreen information about your hotel and city. Enhancing your content with the most specific, relevant, and timely informa-tion is the best strategy to ensure that your site is ready for semantic search.

Speaking the Search Engines’ LanguageGoogle, Yahoo!, and Bing launched schema.org, a one-stop resource for webmasters look-ing to add markup to their webpages to help search engines understand the intent of the information presented. People understand your site’s meaning when they read, but search engines are limited in this capacity. By adding markups, you can tell the search engines that your information describes a specific place, person, offer, movie, etc. In other words, you can help search engines better understand your content and display it in a useful, relevant way.

There are three different types of markups: microdata, microformats, and RDFa. Search engines support all three types, but Google suggests that you use microdata markup (see their support page), as this has been adopted by schema.org. Search engines are

using these markups to improve the quality of search results and provide richer snippets.

Key TakeawayBuild your website’s architecture to improve user experience. Your goal should always be to enhance users’ interactions with your site and provide relevant information faster. Search engines have launched several schema markups in order to read the most relevant information more quickly. Ideally, content and architecture support microdata tags, allow for quick indexing, and produce richer snippets. Make sure that your CMS supports microdata tags.

As search engines strive to refine the search experience, businesses need to reevaluate and prepare their sites to lever-age the semantic web. Deployment of these strategies will help you achieve higher click-through rates, reductions in bounce rates, higher freshness scores, better user experi-ences, and, ultimately, higher ROI.

Benu Aggarwal is founder and

president of Milestone Internet

Marketing, an online interactive

agency that provides web 2.0

and search engine promotion

strategies.

The New Vocabulary of SearchGet Your Site Ready for the Semantic Web

by Benu Aggarwal

Microdata allows ratings, reviews, and a relevant spa offer to be pulled along with hotel information.

Semantic Search: Schemas and CMS—Increase Engagement & Freshen Your ContentSES San FranciscoWednesday, August 15, 1:30–2:30pm Moscone CenterSpeaker: Benu AggarwalSee page 26 for details.

20 SES • August 2012 {San Francisco}

focus ANALZYING CUSTOMER DATA

Have you read Moneyball: The Art of Winning an Unfair Game, or seen the movie based on the book? The story shows how Billy Beane, man-

ager of the Oakland A’s, took a new look at the big data in front of him, developed new analytics and processes, and created a win-ning baseball organization even when the financial situation of the team was grim.

Modern baseball organizations have suc-ceeded by devising their own metrics that are simple for the whole organization to use and that have gone beyond the simple saber-metrics first explained in Moneyball. They have found a way to compete with the New York Yankees, which has the largest payroll in baseball, when they were losing players because they couldn’t pay the salaries that a team like the Yankees could.

This article isn’t about baseball, though. It’s about how this process has occurred right in front of your eyes in the online marketing space, and how it continues to evolve.

Applying Moneyball’s Principles to Online MarketingA company you know well went live with its website in 1995. Throughout the dotcom bubble of the late 1990s, the company strug-gled to make a profit. By 2001, it generated a small profit, proving its business model, and it has never looked back. It managed to pile up $3 billion in losses between 1995 and 2003. Do you know the company I’m refer-ring to?

Of course you do. It’s Amazon.com. How did this small, struggling business win the e-commerce battle against behemoths like Walmart, Best Buy, and Barnes & Noble? How did it utilize a plan like Billy Beane’s to win this unfair game?

• It leveraged social commerce and the voice of the customer for reviews long before anyone else realized their value.

• It optimizes everything religiously. • At any given time, it can have upwards of

200 A/B or MVT test campaigns running.

• It built a culture that is agile and respon-sive, with small teams of smart people who are given authority to take action.

• It uses its massive amount of data better than anyone else. It uses this data to figure out what products to highlight, how to deliver products at a better price than most of its competitors, how to ship more cost effectively, and how to merchandize more persuasively. The old direct marketing mantra of “the money is in the list” should be modified to say that “the money is in the data.”

The good news is that there are now tools that help level the big data field significantly:

• Analytics tools are used to analyze large and small data sets and to manually and, increasingly, automatically discover any patterns or data anomalies.

• Predictive analytics tools bring to the surface those patterns that matter and notify you of any future trends based on past and current trends.

• Data-driven automation tools tend to drive widgets on sites, and trigger events based on actions to personalize marketing and customer experiences based on data-driven events.

• Adaptive learning and optimization tools leverage big data, machine learning, and advanced statistical systems such as game theory to develop predictive analytics that then drive some sort of marketing automation. They continuously optimize, refining their algorithms with nearly no need for human intervention.

It is this last category that will allow the “bots” to eventually claim their unfair advantage and deal with the lack of trained people in the marketplace. Ten years ago, my brother and I would joke about this cat-egory, saying that people just wanted a magi-cal black box connected to their server that would pump out revenue.

As Arthur C. Clarke said, “Any sufficiently advanced technology is indistinguishable from magic.” The magic is arriving now.

Having the Right Team for the Right ToolsThere are two types of gains to be had from big data technologies: insights into con-sumer behavior and trends, and incremental improvements by adaptive learning systems that automate the actions you might other-wise take if you had an army of people.

Analytics and predictive analytics tools provide you with ways to uncover consumer behaviors. Data-driven automation and adap-tive learning optimization tools leverage big ideas baked into their algorithms to make incremental changes, or use personalization to take advantage of marketing inefficiencies and close the gap to help you take advantage of opportunities to maximize market share, revenues, or profits without a large staff.

For the analytics and predictive tools, you need really smart people. In June 2011, McKinsey & Company projected “a need for 1.5 million additional managers and ana-lysts in the United States who can ask the right questions and consume the results of the analysis of big data effectively.” Finding and keeping these people will be quite a task.

Experience will tell you that turning data into valuable insights and information on which to act is the toughest part of data analytics. As I pointed out in “Data Rich, Optimization Poor,” last year only 22% of companies had a strategy that tied data col-lection and analysis to business objectives, down from 25% the previous year (source: Econsultancy Online Measurement & Strategy Report).

The Money Is in the DataWinning the e-Commerce Game with Big Data Technologies

by Bryan Eisenberg

As Arthur C. Clarke said, “Any sufficiently

advanced technology is indistinguishable from magic.” The magic is

arriving now.

Join us and help shape the future of mobile insights industry together!

Founding Member Applications now open!

Visit: www.mmra-global.org

focusANALZYING CUSTOMER DATA

When you can find and develop people who are capable and intelligent enough to optimize business processes based on data, do everything in your power to keep them. If you are rich on analytics talent and have been successful with small data, start look-ing at the next generation of big data ana-lytics tools. If not, you still have hope to leverage other smart people who are build-ing the data-driven automation and adaptive learning tools that can do a lot of the heavy lifting for you.

Bryan Eisenberg, managing

partner of Eisenberg Holdings,

LLC, is the coauthor of bestsell-

ing books Call to Action, Waiting

for Your Cat to Bark?, and Al-

ways Be Testing.

Don’t miss this session at SES San Francisco:Big Data: What Marketers Need to Know Tuesday, August 14, 10:30–11:30am, Moscone Center

Companies like Google, Facebook, and Amazon have been leveraging massive amounts of data to dominate their respective industries. Big data has the potential to impact every aspect of your business. In this session, bestselling author Bryan Eisenberg will tell you:

• How you can leverage big data. • What tools are available. • How to act on big data insights in real time.

The session will cover everything marketers need to know about big data but might have been afraid to ask.

Register

22 SES • August 2012 {San Francisco}

focus MARKETING STRATEGIES

W hen planning their Hispanic digital strategy, many compa- nies tend to use a three-phased ap proach:

1. Create a basic Spanish version of the website.

2. Full blast the Spanish site in terms of content and functionality.

3. Develop specific Hispanic digital plat- forms.

The problem is that, as with many phased plans, if you don’t see immediate results, chances are phase three will never happen. And that’s truer of Hispanic online than of any other marketing program.

The driver of your digital strategy cannot be language, nor can it be content by itself. Brands must understand Latino’s realities and provide experiences that go beyond a

“Spanish version.”

Hispanics Don’t Trust the Spanish VersionContrary to popular belief, simply creating a Spanish version of your site or social media platform won’t win favor with your Hispanic customers. Perceived as a lesser version of the “real” site, a Spanish version generates the following reactions:

• Latinos compare both language versions to see if content is identical (i.e., price, restrictions).

• They browse and select products in Spanish but tend to buy them at the

“real” place (either the store or the English site).

• They assume (many times based on real evidence) that the content is more limited.

• They feel that in-language content doesn’t necessarily mean they are appreciated.

Technology Is Redefining AcculturationFor Latinos, as well as other minorities, now it’s easier than ever to keep a strong con-nection with their primary culture (“the body of ideas, emotions and activities that make up the life of the consumer,” as Grant

McCracken wrote in Chief Culture Officer: How to Create a Living, Breathing Corporation).

Sending birthday greetings via Skype, shopping for ethnic foods, sending money home, downloading music from their coun-try of origins, checking the “local” news—technology allows Hispanics to maintain a strong connection with their “original” cul-ture: country of origin, friends, family, and others.

Acculturation, the process of absorbing a second culture, is no longer a linear process. This differs completely from the early 1900s or even the 1970s.

Furthermore, self-expression and sharing are the key reasons for Latinos to connect online. The Internet is a stress-free medium that allows social needs to be expressed—even for assimilated Latinos who are finding that their grandmas’ culture is no longer embarrassing but cool.

Your Brand Has a Role to PlayThere’s a digital divide between US-born and foreign-born Latinos, according to Pew Hispanic Center. The nativity differences are especially pronounced when it comes to Internet use (85 percent of native-born Lati-nos go online versus 51 percent of foreign-born). Though the gap is closing, exploring the challenges regarding acculturation can help identify the roles your brand can play.

The less acculturated: These individuals face a language barrier, but the cultural barrier is even greater. Brands can help them navi-gate the system, network with similar Lati-nos, and keep an ongoing connection with

“home.” Assume nothing, listen to your cus-tomer, and find communities and bloggers who can help your brand gain acceptance and credibility.

Biculturals: They live in both worlds. The Internet allows them to connect to their two cultures (American and Latino), but further-more connect to the world: biculturals feel very global. For them, Latino is more of a

style (i.e. , music) and less of an identity issue. Brands should make them feel empowered and leverage their roles as creators and influ-encers. Work with key influencers like bicul-tural bloggers, help biculturals connect with their culture, and offer spaces for expression.

For example, Netflix could do a much bet-ter job targeting Latinos. They could have a Latino-specific section with Latin American movies, films in Spanish or with Spanish subtitles, Latin American critics’ reviews, short films produced by young Latino direc-tors, etc. This shouldn’t be very complicated, and Netflix could increase its revenue by packaging its offering in a different way and also attracting mainstream consumers.

Assimilated: Brands can help this segment in their retro-acculturation journey by pro-viding “social spaces” where they can con-nect and express their (almost forgotten) Latinoness.

ConclusionPepsi yo sumo (I add up / I count) is a great example of social empowerment, motivating every Latino “to show the world not only how many we are, but how we’re changing the landscape of this country.” Through social media networks, Pepsi is stimulating Latinos to share their accomplishments, experiences, dreams, and ambitions. The bonus: their sto-ries could be portrayed in a documentary that will be directed by Eva Longoria.

Latinos may have arrived late to the digi-tal game, but that doesn’t mean that brands should use a “Phase 1 approach.” Latinos are catching up and playing a more crucial role as “trend connectors”; those that are “con-nected” are very connected. Forget language; start playing a relevant and useful role.

Gustavo Razzetti is chief strat-

egy and engagement officer at

Grupo Gallegos, a creatively

driven marketing solutions

shop in Los Angeles.

Engaging LatinosWhat the Digital Divide between US-Born and Foreign-Born Latinos Means for Marketers

by Gustavo Razzetti

sesconference.com • SES 23

focusSOCIALMEDIA

A study by the Pew Research Center’s Internet & American Life Project confirmed what a lot of us in the Latino marketing community have

known: Latinos index higher than any other group on Twitter. In a survey conducted in November 2010, 18 percent of Latino respon-dents who spent time online had a Twitter account, versus 13 percent of non-Hispanic blacks and 5 percent of non-Hispanic whites.

Looking at these and other numbers, many people will ask, “What is it about Lati-nos—are they more social?” But for mar-keters, there’s a more immediate, perhaps mundane, question: “How do you effectively engage Latinos on Twitter, one of the fast-est growing segments on one of the fastest growing networks?”

The question is a lot less simplistic than it sounds. For many marketers today, the raw numbers that characterize the Latino mar-ket have gotten more visibility than the soft science that experts use to build meaning-ful plans for engagement. This is the world of the social web, and a fascination with the long tail of Latinos alone will only get you so far. What’s required here is a bit of work, though not so much work that it should dis-courage anyone. It’s just a different kind of work—social work, if you will.

FindRemember, there are a lot of Latinos on Twit-ter, more than any other ethnic group. But it would be wrong to think of Latinos as a single tribe. Instead, think of us as a “meta-tribe,” a very loose confederation of differ-ent groups that sometimes come together around a big idea, a big cause, a movement—and even then, it would be wrong to expect unanimity. The challenge of connecting with the right people is serious.

Fortunately, Latinos not only index higher; we also self-index more. Latinos have organized themselves in a number of ways on Twitter. Start with Twitter lists. For a great example—a true long tail of Lati-nos, capturing the megastars as well as the

newbies—see Lori Gama’s list on Listorious. But this is just one person’s list; Latinos have self-indexed so well that there’s now a long tail of long-tail lists.

Sort But just finding people who have been indexed—or who have self-indexed—as Lati-nos is not enough. You will want to know more about them. There’s no substitute, of course, for following, reading, and engaging people to truly explore what the basis for a relationship might be (more on that in a moment). But you might also want to avail yourself of any number of tools that can help you understand someone’s profile.

One cool tool that is getting an increas-ing amount of attention is Klout, which not only attempts to measure the influence of all Twitter users using a number of indices beyond the number of followers, but also categorizes people according to their roles in the Twitter ecosystem. (For an interest-ing look at Latino “influentials” on Klout, go to Tomás Custer’s Hispanic Tips.) Using a Gartner Magic Quadrant–like schema, Klout places people into 16 possible cat-egories, ranging from observer to celebrity. Think of it as a Myers-Briggs personality test for the Twitter set, but with an unforgiving Darwinian twist. While it’s nice to find one-self in a group of supposedly likeminded peo-ple, nobody likes being in the lower left-hand quadrant, and I suspect that this might limit the tool’s appeal. Nor does the Klout profile tell you enough to give you a real sense of the person: her tastes, her likelihood to fol-low and chat with you, etc.

JoinTo be fair to Klout and other measurement tools, joining is not what they are meant to do. At best, they are about influence, not about engagement.

For that, you might even skip the first two steps, and go straight to the third: join-ing existing conversations that Latinos are having on Twitter. The easiest way to join is

the hashtag, which in the Latino world has great utility. At almost any moment of the day, you can click on #hispanics, #latinos, and #latism and join a lively conversation. (Disclosure: I serve on the board of LATISM [Latinos in Social Media], the organization behind the hashtag.) This is a conversational medium, after all, and there’s no better way to learn about people than to speak with them. Also check out Twitteros, a “network for digitally influential Latinos.” This com-munity also provides brands a way to be vis-ible in these conversations through sponsor-ing and advertising opportunities.

Hashtags—which were invented by users, not product marketing folks—support the spontaneous, emergent behavior that makes Twitter such a fluid, dynamic environment. And they serve as the simple mechanism that enables people to engage in what is perhaps the most fluid, real-time conversational for-mat on the social web today: the Twitter party. Several Latino groups host live chats on Twitter, and the parties have attracted sponsorships from major brands.

But the real value comes from participat-ing in these chats (assuming you can type fast enough). Because the real value in Twit-ter is conversation, and for whatever reason, Latinos like talking on Twitter. Is it because Latinos are more social—the big question posed at the beginning of this post? Who knows? But I like Carrie Ferguson Weir’s suggestion that perhaps Latinos were the original retweeters—repeaters of informa-tion, long before the new conversational tool arrived. Conversation is an ancient art, and marketers hoping to engage Latinos should probably think less about the tools and more about the rules of being social.

Giovanni Rodriguez is an

award-winning consultant,

strategist, and thought leader

on marketing, organizational

design, and social technology.

The Long Tail of Latinos on TwitterLatinos index a lot higher than other groups. But how do marketers engage them?

by Giovanni Rodriguez

24 SES • August 2012 {San Francisco}

focus MOBILE

Talking Back to the Experts

fun to have the crowd participate as much as the presenters and learn from everyone.

Jason Wells: This is a brand new format and it is going to be a blast. SES has never tried anything like it before. This is basically going to be an open discussion about mobile marketing and the mobile customer journey. There are no slides and there is no agenda.

Adam Singer from Google Analytics and I are going to really engage each other and the audience in a conversation about mobile marketing. There are going to be some lively exchanges.

And anytime you’re speaking with some-one from Google, it is going to be fun!

As for me, I’ve been on both sides of the mobile discussion. I was an executive at a major brand (Sony) and now at a smaller company with a new product (LogMyCalls). I know the mobile challenges that both types of companies face. So, with that back-ground, I’m going to talk about everything from mobile app development and mobile websites to mobile analytics and how to get started with mobile marketing.

I’m also really looking forward to dis-cussing mobile customer engagement. The way we engage customers in traditional online marketing is vastly, vastly different from the way we should engage with mobile customers. For example, to generate web leads you need landing pages, forms, etc. To generate mobile leads you need click-to-call, phone call tracking, and a click-to-map functionality.

Everything is different.

LR: On what do you plan to focus during the open forum?

AS: Mobile marketing and measurement—both hot topics. According to recent research we conducted with ClickZ, we know that mar-keters are planning to increase investments in mobile in the coming year. But we also know that most marketers aren’t yet measur-ing it as they should be. As a big believer in marketing strategically with clear objectives

/ measurement, I’d like to instill that in attendees when they engage in mobile.

JW: Well, the title is “Understanding the Mobile Customer Journey,” so my plan is to really get into specifics about how mobile marketers—brands, agencies, and SMBs—are engaging mobile customers. It is criti-cal to remember that mobile marketing is a drastic shift from online marketing. The same rules, tactics, and especially analytics don’t apply. To give you some background, our new tool, LogMyCalls, is an analytics tool designed for mobile marketing. And what we’re finding is that tracking call ana-lytics is a brave new world for traditional online marketers who are comfortable with tracking CTR and abandon rate.

We’re going to focus on how mobile mar-keters can engage the customer more effec-tively. It is going to be awesome.

LR: Can you tell us more about your role in mobile?

AS: In my role as product marketing man-ager, Google Analytics mobile measurement is one of my core focus areas (specifically, I’m interested in getting marketers success-fully using our new Mobile App Analytics reports). We’re looking to have marketers make the sophisticated, data-driven deci-sions that they are already making on web-sites on their mobile apps, too.

JW: I’m the CEO of ContactPoint. Our new product is called LogMyCalls. It is a mobile marketing analytics tool. It tracks phone call source, caller data, call analytics, close rates, SEO data, and PPC data for mobile marketing campaigns. We like to think of it as Google Analytics for the phone. And since direct mobile marketing produces phone calls the majority of the time, call analytics are criti-cal for mobile marketing campaigns.

LR: Where do you think the mobile industry is headed?

AS: We already live in a world where many consumers experience the Internet primarily

through their mobile devices. I think we’re already starting to see businesses thinking

“mobile first” rather than having mobile as an afterthought to other online campaigns, and we’ll continue to see that grow. The future will be an increasingly multi-screen world, and smartphones and tablets are going to be a big part of that.

JW: It is on the edge of explosion. 2013 will likely be the tipping point. First, mobile marketers are starting to see the value of mobile marketing for one simple reason: it produces phone calls. Our data clearly shows that inbound phone calls to businesses pro-duce customers 15 times more frequently than inbound web leads (form fill-outs etc.). Mobile engagement leads to action more frequently than any other form of marketing I’ve ever seen. Results=growth.

Also, I think we’re going to see a lot more focus on video, phone calls, and mobile engagement. Watching videos and making phone calls are very natural actions on a smartphone.

As far as hard numbers, estimates show mobile marketing spend will increase by six to ten times over the next four years or so. That’s substantial. The point here is simple: get on board now or get left behind.

LR: What can SES attendees expect from your talkback session?

AS: Why they need to track and report end-to-end measurements of their mobile app / marketing results as well as how to integrate mobile measurement holistically across dig-ital tactics. Plus, tackle the burning issues that audience members are having with mobile marketing and measurement.

JW: There is going to be a lot of back and forth between Adam and me. We’re going to get the audience engaged as well. The audi-ence should show up prepared for a discus-sion, not merely a presentation. Everyone will walk away with hard data and ideas for optimizing whatever “stage” of mobile mar-keting they’re engaged in.

It is going to be fun!

continued from page 1

sesconference.com • SES 25

sessionsDownload the app or visit SESSanFrancisco.com.

Day 1—Tuesday, August 14

10:30–11:30amTrack 2 Spy vs Spy: Competitive AnalysisAn essential component of any search marketing plan is under-standing the strengths and weaknesses of your competitors. This knowledge helps you comprehend what links to gain, ad prices to pay, content to offer, and customers to seek. This session will take a close look at the search engine tricks you can use to analyze your competitors’ game and also the free and premium tools that are available to deep dive into their strategy. Gain tips and secrets to monitoring your competitors; discover the keywords they are tar-geting, the amounts they are spending on ads, and the opportuni-ties they are missing. This session will focus on both paid search and SEO competitive analysis.Moderator:

• Jamie Smith, CEO, Engine ReadySpeakers:

• Justin Freid, Media Director, TPG, An Omnicom Company • Jim Yu, Founder & CEO, BrightEdge

11:45–12:45pmGooGle TrackWinning the Moments that Matter with Local, Social and Mobile AdWords Search StrategiesLook around you, and it’s easy to see that users’ online behavior and search intentions have fundamentally changed. With smart-phones now comprising 2/3 of new phone purchases and tablets exploding, more people are using mobile devices to search—often-times for local information—and act based on what they find. Users are also relying on social resources to make decisions about every-thing from where to eat to what to buy.

It’s therefore more important than ever for search marketing plans to include mobile strategies, with relevant information to reach users based on their location and intent, and a way to surface personal recommendations precisely when consumers need them.

In this session, we’ll cover how you can reach users in the moments that matter with effective social, mobile, and local solu-tions from Google AdWords. Specifically, we’ll cover:

• Recent enhancements to local targeting that enable to you reach specific service areas and more profitable customers, and more effectively optimize national campaigns.

• How you can use Google+ to surface recommendations, your Google+ page, and the most recent content about your brand, all when it’s most relevant, enhancing what you already do in search and search ads and helping you forge deeper relation-ships with your customers.

• The latest mobile ads launches designed to make it easier for customers to find the most relevant information when on mobile devices.

Speaker: • Shannon Snow, Head of Industry, Education, Google

2:00–3:00pmTrack 3Social Media, Meet ROI: The Secrets to Social CommerceSocial media and SEO have become forever linked. This session will take an in-depth look at social media channel awareness, con-tent creation, and KPIs. Key takeaways will be:

• Ways to use social listening to help build your content cal-endar. Find out where conversations are happening—around your brand, competitors, or industry—and in what channels.

• Questions your audience is asking and answers they are demanding. Learn how to build an engagement strategy around your social actions.

• Ways to plan your social media marketing strategy and mea-sure success.

• Tools to align your social strategy with existing and depart-mental goals.

• Examples of social media channels that can help drive your ROI.

Moderator: • Michael Mothner, Founder & CEO, Wpromote Inc.

Speakers: • Jon McGinley, Director of Marketing, Salesforce Radian6 • Angie Schottmuller, Founder, Interactive Artisan

3:30–4:30pmTrack 1Pandas, Penguins, Authors. & LinksThis must-see session will focus in depth on the signals that Google looks at when determining if a site will be affected by a Panda or Penguin update, and will explore solutions for affected sites. Even if your site hasn’t been affected, you will discover ways to avoid being affected in the future. You will also learn about Authors and how Google may be using this to evaluate content and links. This session will also offer cutting-edge link-building tips.Speaker:

• Jim Boykin, CEO and Link Building Ninja, We Build Pages Internet Marketing Service

continues on page 26

Sample SessionsDownload the app or visit www.SESSanFrancisco.com for complete agenda and session descriptions.

26 SES • August 2012 {San Francisco}

sessions SES San Francisco | August 13–17, 2012 | hosted by

Sample Sessions (Cont’d )Download the app or visit www.SESSanFrancisco.com for complete agenda and session descriptions.

Day 2—Wednesday, August 15

9:00–10:00amTrack 4Optimize B2B Content across the Sales CycleWith today’s fast moving search and social web, content flows in every direction throughout a variety of platforms, formats, and devices. The mass adoption of social platforms has facilitated a revolution of B2B information access, sharing, and publishing. Now more than ever, guiding business customers on their journey through the sales cycle requires an integrated approach to content, optimization, and social media marketing. This session will help solve that challenge by providing:

• A framework for sales funnel optimization for specific cus-tomer segments.

• Case studies on developing content, optimization, promotion, and measurement for search and social media.

• Practical examples for optimizing awareness, interest, consid-eration, purchase, retention, and advocacy.

• Key performance indicators that lead to business outcomes with an integrated approach.

Speaker: • Lee Odden, SES Advisory Board; CEO, TopRank Online

Marketing

10:30–11:30amTrack 3Activating the Social-Search DynamicBrands that seek performance from social media must embrace the dynamic between social and search. If search marketing is all about delivering value from consumer intent, social is about delivering value from consumer interest. Search marketers must understand the dynamic between search and social where interest begets intent, and intent reinforces interest. This presentation will discuss:

• How to develop an integrated social-search strategy. • Key points of crossover between search and social marketing. • Ideas for achieving synergy and efficiency between both chan-

nels with actionable strategic frameworks. • The importance of combined measurement and analytics

strategy. • Client-examples from some of the world’s most revered brands.

Moderator: • Chris Winfield, CMO, BlueGlass

Speakers: • Aaron Kahlow, SES Advisory Board; Chairman & Founder,

Online Marketing Summit • Rich Devine, Global VP, Media Services, Possible Worldwide

1:30–2:30pmTrack 5Semantic Search: Schemas and CMS—Increase Engagement & Freshen Your ContentGoogle is making a big move toward semantic search results. This timely session will explore:

• The definition of semantic search and how semantic search affects site architecture and content.

• Reasons to use schemas and the most useful ones to deploy. • Reasons to change the architecture of your site, and content

strategy to deploy schemas and semantic search. • Key functionalities of today’s content management systems

(CMSs). • A review of the top 10 most desired functions of CMSs includ-

ing features that can help improve freshness and engagement.You will walk away with a solid understanding of how and why

to change your content, site architecture, and CMS strategy based on the latest search trends, semantic search, and schemas.Speaker:

• Benu Aggarwal, Founder & President, Milestone Internet Marketing

2:45–3:45pmTrack 1SEO 2012: What Still Works?As we progress through 2012, there is still a question about the value of SEO. What exactly does still work? Does SEO work at all? Does it still give you the necessary oomph to rocket you up the search engine charts like it used to? Or is it a just-in-case, best-practice routine these days? Can anyone prove it works; can anyone prove it doesn’t?

We have a panel of experts for you to agree or disagree with. It’s a totally open discussion and it’s led by the most important person in the room: you! We need your real world experience, opinions, and feedback.Moderator:

• Dana Todd, SVP, Marketing and Business Development, Performics

Speaker: • Jonathan Allen, Director, Search Engine Watch

sesconference.com • SES 27

sessionsDownload the app or visit SESSanFrancisco.com.

Sample SessionsDownload the app or visit www.SESSanFrancisco.com for complete agenda and session descriptions.

Day 3—Thursday, August 16

9:30–10:30amMorninG keynoTe PanelIntegrated Marketing: What Does That Really Mean?As the debate on what to call SEO continues, and much is made of the terms “content marketing” and “inbound marketing,” many in the industry cite integrated marketing as the answer. But what exactly does this mean? This leading panel of experts will discuss the meaning of the term and the merits of a fully fledged integrated marketing strategy. From case studies of high-profile brands, you’ll learn how to plan, create, execute, and measure cross-channel tac-tics for advanced digital marketing initiatives.Moderator:

• Michael Kahn, Executive Vice President, Managing Director, Global Accounts, Performics

Speakers: • Mark Huffman, Integrated Production Manager, Procter &

Gamble • Corey Kahn, Group Search Director, Ogilvy • Giovanni Rodriguez, Marketing Strategist, Speaker, and

Author

10:45–11:45amTrack 2Latinosphere: Marketing to Latinos in the Age of DigitalLatinos are among the most connected people on the social web. But they are not monolithic, and marketers are often challenged to engage them in an effective and scalable way. This panel discus-sion will feature some of the leading influencers and practitioners in the new world of Latino marketing. They will discuss general principles and cases studies, and will take a peek into the Latino digital future.Moderator:

• Bryan Eisenberg, SES Advisory Board; New York Times Best-selling Author, bryaneisenberg.com

Speakers: • Gustavo Razzetti, Chief Strategy and Engagement Officer,

Grupo Gallegos • Giovanni Rodriguez, Marketing Strategist, Speaker, and

Author

1:00–2:00pmTrack 4Global SEM: Hidden Dragons— Mastering Search in Tempting Asian MarketsTargeting Asia? You will need more than the best practices you use at home to reach customers in China, Japan, or South Korea. Be ready for complex challenges, not the least double-byte character sets and search engines other than Google. With top tips and case studies, this session will show you:

• How to plan, execute, and maintain the SEO/SEM projects in Asia.

• What you need to know about search in Japan, India, Taiwan, and Hong Kong.

• SEO/SEM Perspectives on Baidu and Naver for China and South Korea and the leading search platforms in those markets.

Moderator: • Anne F. Kennedy, SES Advisory Board; International Search

Strategist, Author, Beyond Ink USASpeakers:

• Michael Bonfils, International Managing Director, INTL Media Management

• Motoko Hunt, SEO Analyst APAC/JP, Adobe Systems

2:15–3:15pmTrack 1Successful In-House SEOThis session will deliver practical case studies on topics such as how to grow and distribute an in-house team; how to best deploy that team within large, distributed organizations; the use of agen-cies/consultants alongside an in house team; and how the present-ers’ in-house successes (and failures) have influenced the role of the team and its importance within the organization. There will also be ample Q&A time for you to ask questions about your own in-house initiative. You will come away from the session with the following:

• Execution ideas that can be tailored to your own in-house situation.

• Team deployment strategies with examples of different team structures and their benefits/drawbacks.

• Examples of how to grow the team.Moderator:

• Loren Baker, VP of Business Development, BlueGlass Inter-active, Inc.

Speakers: • John Cole, Director of Search Marketing, NFL • Simon Heseltine, Director of SEO, AOL Inc.

ONLINE MARKETING CONFERENCE IN BERLIN, OCTOBER 11TH, 2012

SECURE YOUR TICKET NOW: WWW.OMCAP.DE

One-day conference | Site Clinic Session | Speed Networking

OMCap Party | Opening Program: Seminars and Meet & Greet

The subjects of our ONLINE MARKETING CONFERENCE ON 11.10.2012 IN BERLIN

are among others: SEO, SEM, Affi liate, Display Advertising, Social Media Mar-

keting, Universal Search, SEA, Adwords Extensions, Conversion Optimization.

One of our specials this year are our EXCLUSIVE SEMINARS WITH MAX. 25

PARTICIPANTS ON 10.10.2012 about Linkmarketing Strategies, Conversion

Optimization, Advanced Facebook Marketing, Coupon Marketing, E-mail Mar-

keting, Advanced WordPress SEO, Customer Journey and Advanced SEA.

Take part in the OMCap SES BERLIN 2012 and use our code for up to 25% DISCOUNT!

We are looking forward to your attendance!

Timo AdenThomas BindlJoost de Valk Maik Metzen

Save further fi ve percent on early bird tickets!UP TO 25% DISCOUNT: OMCap2012SESBerlin