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Sneak Preview
SES London
20–24 February, 2012
Download the
SES mobile app.
It’s the End of SEO as
We Know It (and I Feel Fine)

Now is the perfect time to
liberate yourself from the algorithm.
page 10
Successful SEO Marketing
in Other Languages
Job Forecast for Digital
Marketing in 2012
Competitor Backlink
Analysis for the Web
February 2012

Now is the perfect time
to liberate yourself
from the algorithm.
Despite the doomsayers, SEO doesn’t
die—it evolves, and we need to adapt.
Emerging markets offer the potential
for great ROI. Find out how to adapt
your site for non-English-speakers.
Opportunities—and salaries—
are likely to keep growing
in a field that has withstood
the economic downturn.
Evaluate your marketing
campaign by how closely it meets
your intended outcomes.
Harvest nonobvious and
strategic insights from a
commonplace technique.
Follow SES at
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about SES
Welcome to the London issue of
SES Magazine
, our first digital-only issue. We remain com
mitted to providing the high quality of content that you’ve come to expect from the print
issue. As always, we’re eager to hear your feedback and learn what topics you’d like to see.
SES London, held on 20–24 February at the Queen Elizabeth II Conference Centre, will see
the debut of several exciting sessions, including:

11 Ways to Be Invisible to Search Engines

A 13-Step Checklist to Jumpstart Your Social Program

Site Redesign? Don’t Forget SEO Migration!
We are pleased to bring our extremely popular “Meet the Experts” roundtable to London,
along with sessions that are new to SES London, including:

Is Retargeting/Remarketing Right for You?

Developing a Video Optimisation and Marketing Campaign

Tablet Display Advertising: Challenges and Opportunities
pages 18–21
for the dates, times, and descriptions of new sessions.
To make the most of your week in London, be sure to download the
SES London app
. The
most up-to-date agenda can also be found on the conference website,
And don’t forget these upcoming events:

SES Accelerator, San Diego, 9 February, Hilton San Diego Bayfront (

SES New York, 19–23 March, Hilton New York (

SES Shanghai, 16–18 April, InterContinental Shanghai Puxi (

SES Toronto, 11–13 June, Hyatt Regency Toronto (
We look forward to seeing you at an SES Conference soon!
Best regards,
Mike Grehan, Chair
SES AdviSory BoArd ChAir
GloBAl vP, ContEnt

inCiSivE MEdiA
Matt McGowan
MAnAGinG dirECtor,

north AMEriCA
inCiSivE MEdiA
Comprised of both industry thought leaders and real-world practitioners, the Search Engine
Strategies advisory board brings together top players in the field of interactive media and
search. The team works to deliver continually cutting-edge search techniques, more inte
grated and relevant content, and professional development resources to SES attendees.
Mike Grehan, Chair
GloBAl vP ContEnt

Marilyn Crafts
SEnior ProGrAM dirECtor
SES AdviSory BoArd

SES ConfErEnCE & ExPo
Anne F. Kennedy
intErnAtionAl SEArCh
BEyond ink USA
Jonathan Allen

Bryan Eisenberg
BEStSEllinG AUthor
Jon Myers
hEAd of ACCoUnt
yAhoo! Uk & irElAnd
Matthew Bailey
SitE loGiC MArkEtinG
Paul Fegan
hEAd of E-lEArninG
inCiSivE MEdiA
Lee Odden
toPrAnk onlinE

Chris Boggs
dirECtor, SEo, roSEttA
Andrew Goodman
Laura Roth
ConfErEnCE ProGrAM

& trAininG MAnAGEr
SES ConfErEnCE & ExPo
Mikel Chertudi
Sr. dirECtor, onlinE &
dEMAnd MArkEtinG
Bill Hunt
BACk AZiMUth ConSUltinG
Crispin Sheridan
Sr. dirECtor of SEArCh
MArkEtinG StrAtEGy
Eddie Choi
MAnAGinG dirECtor
frontiErS diGitAl
Aaron Kahlow
ChAirMAn & foUndEr,

onlinE MArkEtinG SUMMit
Matt McGowan
Md, north AMEriCA
Mike Grehan
GloBAl vP, ContEnt
Sharon Morabito
hEAd of EvEntS, AMEriCAS
Program Development
SEnior ProGrAM dirECtor
hEAd of EvEnt ContEnt (Uk)
ConfErEnCE ProdUCEr (Uk)
Marilyn Crafts
Laura Roth
Lorna Candy
Irina Gaspar
Operations (UK)
oPErAtionS MAnAGEr
oPErAtionS ExECUtivE
Steve Brown
Emma Battman
ClickZ & Search Engine Watch
ExECUtivE Editor, CliCkZ
dirECtor, SEW
MAnAGinG Editor, nEWS
SEnior Editor, nEWS
StAff WritEr
CoPy Editor
ASiA dESk Editor
Anna Maria Virzi
Jonathan Allen
Zach Rodgers
Kate Kaye
Christopher Heine
Caitlin Rossman
Adaline Lau
Sales & Marketing
SAlES dirECtorS
dirECtor, CliEnt SErviCES
MArkEtinG dirECtor
MktG MGr—ExhiBitionS (Uk)
onlinE oPErAtionS MAnAGEr
onlinE oPErAtionS ASSoCiAtE
Andrew Katz
Elaine Mershon
Elaine Romeo
Peter Westerholm
Elizabeth Huston
JoAnn Simonelli
Angela Man
Amy Xu
Jessica Watkins
Rebecca Holz
Louise Laberge
Aleksey Gershin
Dawn Cavalieri
Christian Arno
Stephen Croome
Kevin Gibbons
Andrew Goodman
Jake Langwith
Dave Naylor
ChiEf ExECUtivE
GroUP MAnAGinG dirECtor
Tim Weller
James Hanbury
SES: Volume 6, Issue 1
| February 2012
© 2012 Incisive Media plc
To subscribe, contribute, or view past issues, visit
To advertise, contact sales at

or +1 (212) 457-4993.
Comments? Want to unsubscribe? E-mail us at
Incisive Media, U.S.
55 Broad Street, 22nd fl.
New York, NY 10004-2501
tel +1 (646) 736-1888
fax +1 (646) 390-6612
Incisive Media, head office
28-29 Haymarket House
London SW1Y 4RX, UK
tel +44 (0)20 7316 9609
fax +44 (0)20 7930 2238 • SES
Meet the Experts at SES London 2012
new session format is taking the SES Conference series by storm, and it’s coming to SES London in February. The Meet the Experts
Roundtable is an hour-long session within the conference agenda that allows you to meet top speakers, authors, and practitioners and

have all of your questions answered. Each of ten concurrent roundtables centres on a specific topic and features two experts. You can
simply move from one table to another throughout the session, meeting a wide range of specialists and coming away with solutions to your
challenges. As this session takes place twice in the agenda, there is no need to rush—there is plenty of time to meet everyone.
Potential topics include:

Facebook Ad Formats
Customer Engagement
SEO, PPC, SMO: Trends for 2012
Local and Social
Optimising Landing Pages

Mobile, Search, and Social
SEO Content Marketing
Enterprise SEO
Link Building
Conversion, Testing,

and Analytics
Video Optimisation
Analytics Driven Engagement
Ad Optimisation
Email Marketing
Information Architecture
Metrics for SEO
Keyword Modelling
Reputation Management
Web Analytics
Generating Leads from

Both sessions take place immediately before a networking function (a drinks reception on day 1 and lunch on day 2), enabling you to take
your conversations straight into the bar or to lunch, where you can continue to network.
This roundtable has been cited by many attendees as the best session at the whole conference, so we are excited about featuring it at SES
London. We look forward to seeing you there!
To see the latest list of experts and topics, download the
London SES app
or visit
pages 18–21
for a list of new sessions at SES London.
We were promised that one day marketing would become rocket science. Well, we
are almost there! Search continues to become more complicated, and more exciting.
Then there’s social and email and display and video and … so many more things. It
is hard to understand how to do one thing right, much less try to do all of them
right. In his exciting keynote, Avinash will share his unique perspective on balancing
multiple media channels, leveraging super awesome metrics, grounding your digital
existence in driving economic value, and leveraging the Clear Line of Sight model
to ensure you are optimising across all four of the most important business drivers
(come to the keynote to learn which four!).
Avinash Kaushik,

Google’s Digital Marketing Evangelist,

Keynotes SES London
Business Optimisation in a Digital Age
Tuesday, 21 February, 9:oo–10:00am
The Queen Elizabeth II Conference Centre

SES • February 2012 {London}
sponsors &
SES London | 20–24 February, 2012
Marin Software
Stand 10
Marin Software is a leading provider of online advertising manage
ment solutions, offering an integrated platform for managing search,
display, and social marketing. The company provides solutions for
advertisers and agencies of all sizes, enabling them to improve
financial performance, save time, and make better decisions. Marin
Enterprise, the company’s flagship product, addresses the needs of
online marketers spending at least £50,000 per month on biddable
media. Marin Professional delivers the same power and ease-of-use
as Marin Enterprise, through an application designed for marketers
spending less than £50,000 per month on paid search. Headquar
tered in San Francisco, with offices worldwide, Marin’s technology
powers marketing campaigns for over 1100 customers managing
more than £1.5 billion of annualised ad spend in more than 160
countries. For more information, please visit:
Stand 9
Located in the UK, the US, and India, SubmitEdge is one of the larg
est contextual link building companies in the SEO Industry. We are
an ISO 9001-2008 certified company with over 200 in-house employ
ees. Since our production house is in India, we can offer services
at affordable prices. SubmitEdge has served over 18,000 customers
worldwide since 2006. Our link-building effort has helped our cus
tomers achieve their SEO goals to get organic ranking, leading 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.
Stand 27
AdInsight Clarity is a comprehensive visitor level call tracking and
call analytics solution designed to help businesses justify ad spend,
increase conversions, and cut ineffective advertising. It is a complete
visitor level call tracking solution that tracks every website visitor,
from how they found your website to what pages they looked at
before, during, and after they call your business. Because we track
every visitor, we can tell you how all your website traffic is perform
ing, not just your search traffic. This helps you build a true represen
tation of your website’s performance and ensures you are seeing the
complete picture. And as AdInsight Clarity tracks every website visi
tor, it will report on an unlimited number of keywords too.
Stand 8

Adthena is one of the UK’s most popular Competitor Search Intel
ligence Solutions.
Adthena’s Search Competitor Intelligence is unique—it finds
all your competitors and all the keywords that are relevant to your
marketplace. It not only reports on the competitors and keywords
but also reacts to the fluidity of ranking, spend, share of voice, and
all other PPC / SEO & SEM activity—giving you matchless power
in your market.
So don’t fret, benchmark all your SEM campaigns with one com
plete tool and be the king of your market. For your free demo please
request now at
, call us at 00 44 845
201 2211, or send a message at
Anicca Solutions
Stand 19
Anicca is a London– and Midlands–based full-service digital agency.
Our services include:
Paid advertising and e-commerce marketing

Paid search, social, and display—we specialise in conversion
and revenue optimisation with fixed monthly fees and trans
parent reporting.

E-commerce marketing—including channel management
and pay-for-results based fees.
Search, social, and online marketing
We provide strategy, training and ongoing project implementa
tion for search engine optimisation, social marketing, blogging,
Web design and development
Our search engine–friendly websites are built using our
Reflex Content Management System with integrated blog and
optional database and e-commerce functionality.
International marketing
International and multi-lingual websites and international
search marketing.
Bag Sponsor
Search advertising with Microsoft helps you efficiently reach your
next best customer—within your budget and with the support you
need to get started, optimized, and measure your results.
Stand 23
Broadplace Advertising Ltd has been established in the UK for over
7 years and currently manages the search marketing needs for more
Expo Hall Hours:
Tuesday, 21 February, 8:00am–6:30pm | Wednesday, 22 February, 8:00am–7:00pm • SES
sponsors &
Download the 
or visit
Stand #s on right.
than 450 clients and agencies in the UK. We provide a unique and
highly proactive approach to campaign management across all
forms of search marketing such as SEO, PPC, Link Building, and
Social. Broadplace is also a Google Adwords Certified Partner with
more than 20 qualified individuals.
We operate from offices in Central London and Surrey with a
team of 150+ dedicated and passionate search professionals. We
offer very competitive prices whilst ensuring there is no compro
mise on our quality of service and delivery from a name that you
can trust and rely upon. All of our content is supplied by our own
in-house UK-based content writing team. Our account managers are
based in London and Surrey, providing regular reporting and full
support by phone, email, and face-to-face meetings.
Stand 6
ClickZ is the largest resource of interactive marketing news, infor
mation, commentary, advice, opinion, research, and reference in the
world, online or off. From search to social, technology to trends, our
coverage is expert, exclusive, and in-depth.
Our mission: to help interactive marketers do their jobs better.
Indus Net Technologies
Stand 5
Indus Net Technologies (established in 1997) provides an integrated,
result-oriented approach to Internet marketing including Search
Engine Optimisation, Pay-Per-Click Management, Website Analyt
ics, and Conversion Optimisation. We have an uncompromising
commitment to quality, which is reinforced through our excellent
process framework and on-going Research & Development program.
Our team of 350+ top-notch professionals working from the UK
and India helps our 5500+ clients achieve the highest ROI from
their online investment.
We work with digital marketing agencies all over the world as
their trusted and reliable outsourcing partner. We help them reduce
their cost and provide ready-to-use team to scale up faster. Our
white-label approach ensures that we remain transparent and work
in the background to help our partners compete better.
Some of our online service brands related to Internet marketing
are,, and
Info Cubic Japan
Stand 25
Info Cubic Japan is a search engine marketing (SEM) firm serving
more than 500 businesses in the Far East. Established in 2002, we
have optimised more than 5,000 keyword searches designed to drive
traffic to our clients’ web pages. Info Cubic Japan, however, doesn’t
stop at search engine optimisation (SEO); we also provide individu
alized cutting-edge global marketing strategies, advanced pay-per-
click (PPC) analysis, and website localization for the market in Japan.
In addition, our extensive experience with the Japanese Internet
enables us to help our overseas customers effectively market their
goods or services in Japan.
Advertising Networks
Blog Advertising
Content & News Feed Providers
Display Advertising
Marin Software
Interactive Marketing

Associations & Publications
Lead Generation
Marketing Finder
Marketing Optimisation Solutions
Marin Software
Searchmetrics GmbH
Marketing Supplier Intelligence
Marketing Finder
Organic Search Marketing
Anicca Solutions
Indus Net Technologies
Info Cubic Japan
Pay-Per Click Networks &
Management Services
Pay-Per-Call Companies
Anicca Solutions
Search Marketing Agencies
Anicca Solutions
Indus Net Technologies
Info Cubic Japan
Search Marketing Software
Marin Software
Searchmetrics GmbH
Specialized Search Engines
(Multimedia, Mobile, Shopping,
International, etc.)
Info Cubic Japan
Staffing Solutions
Indus Net Technologies
Training Courses & Certification

in Search Marketing
Online Marketing Institute
Website Search and Technologies
Searchmetrics GmbH
product & service guide

SES • February 2012 {London}
sponsors &
SES London | 20–24 February, 2012
WiFi and Cocktail Reception Sponsor
iProspect is a global digital performance agency employing over
1,000 specialists in 48 offices, across more than 37 regions globally.
In the United Kingdom at our London offices we currently employ
over 170 staff specialising across a broad range of digital solutions
including paid and natural search, social media, paid social, per
formance display, affiliate, lead generation, shopping feeds, analyt
ics and conversion optimisation. We also have a dedicated ad opera
tions and development team of 30+ people supporting our clients’
business operations and building out bespoke technical solutions
such as reporting dashboards and search tools.
With a proven track record of driving measurable business
results through creating integrated and customized digital market
ing programs, we act as a business consultant and trusted advi
sor to our clients utilizing technology and data to provide tangible
insight and analysis that generates results and increases ROI.
To discover more please contact us at

or on +44(0)20 7492 2830.
Stand 1
KeywordFluency is a multilingual search marketing service pro
viding language support for international campaigns exclusively
to agencies.
With over 40+ languages in-house and experience across a wide
range of sectors and projects, KeywordFluency works as an exten
sion to an agency team, providing the multilingual knowledge and
expertise to enable agencies to effectively meet client needs and
easily take on international projects.
Services across SEO, PPC, PR, and Social Media are provided by
native speakers of each target language, who are also search special
ists to ensure linguistic, cultural, and technical accuracy.
Stand 11
Linkdex 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.
Marketing Finder
Stand 17 is the new user review website for the digital
marketing community.
Contribute to this resource by reviewing your search agency, or
other digital marketing provider you work with. Plus, access the
free library of high-quality whitepapers.
It’s free to use and helps you benefit from the market experi
ences of others.
Online Marketing Institute
Stand 13
The Online Marketing Institute (OMI) is an education-focused,
career development organisation offering marketers accredita
tion in the various fields of online marketing. OMI’s curriculum
of case studies, best practices, peer validation and trend analysis
is delivered to students via workshops, webinars, seminars and
online learning channels. OMI’s education program was built in
conjunction with leading universities, research firms and associa
tions to give marketers market-tested practical knowledge that can
immediately benefit their careers. OMI’s courses are available to
the general public.
Stand 26
PRWeb leads the industry in online news distribution and public
ity. It takes the press release—formerly the expensive asset of large
businesses—and makes it accessible to organizations of all sizes,
as an inexpensive, hugely effective means of sharing news online,
becoming more visible, attracting inbound media enquiries and win
ning new customers. PRWeb is a service of Vocus. (NASDAQ: VOCS)
Search Engine Watch
Stand 6
Search 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
Searchmetrics GmbH
Stand 2
Searchmetrics 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 • SES
sponsors &
Download the 
or visit
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 100 search engines in over 30 countries world
wide. Searchmetrics Suite is also home to the Searchmetrics Essen
tials data modules, SEO+SEM and Social, 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 intelli
gence to a growing international customer base. You can follow
Searchmetrics on Twitter
or on Facebook at
. For more information, please visit:
Stand 4 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.
Lanyard Sponsor
SEOmoz develops the industry’s #1 SEO software, provides a robust
link intelligence API for third-party applications, maintains a com
prehensive collection of SEO and online marketing resources, and
hosts the web’s most vibrant SEO community. SEOmoz PRO offers a
complete set of software, tools, and resources to maximise and sim
plify your site’s search engine optimisation. Linkscape, SEOmoz’s
unique index of the web that crawls over 350 billion URLs, powers
the popular Open Site Explorer link analysis tool and over a dozen
SEO software companies. SEOmoz is also home to Roger MozBot,
the world’s most helpful and cuddly robot.
teliad Internetmarketing GmbH
Stand 4
Rank Better—Earn More!
teliad is an international SEO services provider with a broad
product portfolio. We offer a wide variety of services in the area of
link building and search engine optimisation to fulfil any request.
Since its inception in 2005, the German based company has
established itself as the European market leader for text link
Serving customers on a global scale, teliad supports anybody
from SEO agencies to blue chip corporations as well as specialized
online shops. Over the last couple of years, teliad has become the
place to go for many renowned brands helping them to rank better
and earn more.
We would like to invite you as well to profit from our experience
and know-how of many years in the industry.
Please come see us, so we can talk about your online marketing
needs and our SEOlutions.
Stand 3
The independent authority on search vendors, evalu
ates and ranks the top Internet marketing companies. Categories
ranked by topseos include: search engine optimisation, pay per click
management, affiliate marketing, social media optimisation, 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.
Stand 24
Quantcast 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 prod
ucts let publishers match their audience to the exact consumers 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 Companies,
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.
Bag Sponsor
Yahoo! is the premier digital media company, creating deeply per
sonal digital experiences that keep more than half a billion peo
ple connected to what matters most to them, across devices and
around the globe. And Yahoo!’s unique combination of Science + Art
+ Scale connects advertisers to the consumers who build their busi

SES • February 2012 {London}
SEO Is Dead.… No, It Isn’t.… Yes, It Is.…
Despite the doomsayers, SEO doesn’t die—it evolves, and we need to adapt.
by Dave Naylor
ou may wonder why one of the ses
sions at SES London is titled “SEO is
Dead. Long Live SEO!” As you probably
know, the phrase on which it is based—
“The King is dead. Long live the King”—
dates from the Middle Ages. It signified the
continuation of the monarchy: although the
old king was dead, a new one would succeed
him immediately. SEO is the same: it’s not
dead; it has just taken new forms.
Prophets and Prophecies of Doom
Back when I started in this industry, people
said, “There’s no money in that, Dave”, “That
will never last”, and even “You should get
a proper job”. Indeed, for the last few years,
we’ve been hearing about “the end of Google”
and “the death of SEO”. I’ve learned not to
pay any attention to these statements. Many
people are using such phrases merely as
catchy headlines, controversial as they are,
to get SEOs like us to click and enquire fur
ther. Others are PPC advocates, some are
doomsayers similar to people who wander
around with billboards claiming that “the
end is nigh”, and the rest are just ignorant
or misinformed as to what SEO actually is.
You could be forgiven for thinking that
the people who make these predictions,
based on nothing more than the usual evolu
tionary process of technology, seem to have
spent time at the Rupert Murdoch School of
Sensationalist Baloney.
Where were the cries of “computer net
working is dead!” when wireless came out?
They didn’t exist, because this was just
another form of networking. People just
need to learn the new system, which is still
based on the same core fundamentals and
Actual Industry Health
SEO hasn’t even been under threat, let alone
near death. Until the day that Google decides
to stop crawling the web and only put out
ads (which, of course, will be the beginning
of the end for the search giant, and they’re
smarter than to trigger such a thing), SEO
will be very much alive. They might remove
the search box from the search engine
altogether, rendering it useless—again, a
highly unlikely scenario.
The fact of the matter is that as long as
there are organic search listings that are
found via keywords from a search box, there
will be SEO. How can there not be? Owners
of websites will still want more prominent,
profitable positions with any search engine
results pages because users will still want
the first results returned to them to be the
most relevant and to have a choice.
Tactics will certainly 
change, as they always 
have done, but this doesn’t 
mean that SEO dead—far 
from it. The ever-changing 
aspect is what keeps the 
good SEOs passionate and 
achieving the best results 
through keeping up with 
the changes in the field. • SES
The problem is that many people simply
don’t understand SEO and how broad it is as
a technical discipline. It doesn’t die; it sim
ply evolves. Maybe it will take a new name
for itself at some point if that’s really neces
sary, and maybe some aspects will change.
Tactics will certainly change, as they always
have done, but this doesn’t mean that SEO
dead—far from it. The ever-changing aspect
is what keeps the good SEOs passionate and
achieving the best results through keeping
up with the changes in the field.
At the end of the day, websites still need
to be fast, usable, informative, and above all,
Supply and Demand
Maybe it’s not the technical side of SEO
that people are referring to; maybe it’s the
demand for SEO services.
Bearing in mind that many searches in
Google for certain products and industries
have dropped a little lately, the graph on the
previous page doesn’t show a dying indus
try to me. I’ll accept that in the worst case
scenario, demand for SEO is possibly evening
out, but it’s certainly not going down.
We know that this data isn’t exactly reli
able, but using it as a rough indicator for the
health of the industry, I’d say we’re pretty
Lots of existing companies, wanting to
conquer markets, are only just getting to
grips with the potential of online market
ing. Then there are new businesses, with
new opportunities and new products, that
want a piece of the action. Mix in the fact
that the number of Internet users is still ris
ing—meaning more people to buy products
and services—and you’ve got the ingredients
of a healthy industry for a long time to come.
Sure, new technology will come out that will
alter how things are done, but that’s what
evolution is all about. We need to adapt to
the changes and keep up with it all.
What’s changed so far? Well, it used to be
about the on-page SEO and links. The effect
of link profiles has changed, branding is
more important now, and it’s obvious that
once Google gets around how easy it is to
game social signals, these signals they will
become an increasingly important factor, too.
The problem is perception. If you see SEO
as a static set of knowledge and processes,
then you’re looking at it all wrong. SEO
is exactly what is says on the tin: it’s opti
mising for search engines and giving them
what they want, which necessitates dynamic
skills and processes, because what they want
changes! It’s just evolution (search evolution
not Darwinian, of course).
David Naylor (commonly
known as DaveN) owns Bronco
Internet, a successful web de
velopment and SEO agency. He
is considered one of the best
SEOs in the world, with a prov
en track record in the most competitive markets.
His driving force is the belief that there is no point
having a site if it doesn’t rank number one.
Does SEO 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 does work;
can anyone prove it doesn’t?
We have a panel of experts for you to agree with—or disagree with. It’s a totally open
discussion, and it’s led by the most important person in the room: you! We need your real world
experience, opinions, and feedback.
This is the perfect primer leading directly into the infamous Black Hat, White Hat
Unconferenced session.
Panellists include:

Ammon Johns, Managing Director, Ammon Johns & Co

Judith Lewis, Head of Search, Beyond

David Naylor, SEO, Bronco
SEO is Dead. Long Live SEO!
SES London
Wednesday, 22 February
5:00–6:00 p.m.
The Queen Elizabeth II

Conference Centre

SES • February 2012 {London}
It’s the End of SEO as

We Know It (and I Feel Fine)
Now is the perfect time to liberate yourself from the algorithm.
by Andrew Goodman
ack in 2001, search was cool. It
was the golden age of Google,
when the company was so con
fident you would find relevant
results that they had an “I’m
Feeling Lucky” button that would take you
directly to the first Google result. (Yes, the
button still exists, but it’s a relic of the past
Google has even said
they don

t remove
it because people identify nostalgically with
it helps defend the brand
Google was the Dirty Harry—or perhaps
more aptly, the Cool Hand Luke—of search.
Search was cool for a long time. Then one
day, it wasn’t. Ironically, it took Microsoft to
channel popular dissatisfaction with search
by portraying zombies who were, literally,
channelling a search engine.
The “Cure for Search Overload” adverts
produced by Bing were a breath of fresh air,
in part because Bing aimed to challenge
Google’s dominance. They were also the
first intentionally funny thing Microsoft has
ever done. The premise was that trying to get
information from a search engine can feel
like a strident conversation with a possessed
psycho who can’t pick up on the context or
intent behind words. And isn’t that true?
Search can still feel like a warped user expe
rience. Keywords, keywords, everywhere,
and not a drop of relevant information. No
answers—just word noise.
Psycho Search Results:

An Artefact of the Medium?
Why all the keywords? Of course, you typed
them into the box. The website publishers
placed them in the body of their documents,
or even in page elements (like title tags)
intended to help people find the information.
Keywords appear in the anchor text of hyper
links that point to pages. They’re skilfully
placed there sometimes by good information
architects, and other times by marketers.
Steeped in HTML and web standards,
early online marketers developed a kind of
tunnel vision. In subsets of the medium that
cropped up as much through timing, hap
penstance, and market need as by conscious
design (think Google’s PageRank or Yahoo!’s
categorized directory), we were lulled into
becoming closed off to the wider possibili
ties for reaching out to audiences.
Early SEO tactics seem almost comically
shortsighted. The search engines just “did
things this way”, and we needed to keep up
with them. Cutting-edge at the time of its
release in 1996,
A Webmaster’s Guide to
Search Engines
started life as a grid that had
rows for the seven or eight popular search
engines at the time, and columns for differ
ent dimensions of how those search engines
treated content. To please several search
engines at once would be difficult, but you
did not have to fear: a dungeon master’s
technique called “cloaking” made it possible
to show different content to please various
search engines. Yeesh.
Hundreds of thousands of marketers
marched in lockstep to tactics of this nature.
Others took shortcuts, including using sub
mission tools to submit to “all 550 search
engines”. Sites such as All Search Engines
listed thousands of search engines—you
know, in case you missed any.
What Changed?
Directories proved to be less nimble and
comprehensive than users needed them to be.
The hundreds of competing search engines
shrank down to a competitive landscape of
approximately one. After a time, the shine
was off Google’s (albeit skilful) ranking of
the best web pages in the classic ten blue
links layout. Not only did spammers gain
something of an equal footing with Google,
but the results were getting to be, well …
boring. Google, of all companies, knew that,
because a lot of its own users went looking
through different sources of information—
News Search, YouTube—that Google also
happened to own. • SES
SERP multiplicity would be the antidote
to a humdrum search experience. Hatching a
perfect plan to drive traffic to its own proper
ties and to spice up the look and feel of the
results pages, Google released “universal”
search, a type of blended page that would
deliver a mix of result types depending on
the user and the perceived intent of the query.
Companies like Bing and Wolfram Alpha
picked up on similar trends. If you seemed
to want movie times, weather, news, a video,
or a scholarly journal, the engine would pull
the information from the appropriate data
base and serve it to you more directly, or
at least give you better options to go
directly to a premier source rather
than leaving you to sort through
a jumble of web pages of uneven
Add to that page a variety of ad
formats, and you get a much different
landscape, one where there are fewer rewards
for ranking by slavishly throwing resources
at the same old ranking tricks. Tack on to

more sophisticated signals for the search
algorithms to take account of—like behav
ioural signals of trust and satisfaction, now
made much easier for companies like Google
to measure because of the high number of
logged-in users and the widespread installa
tion of tools like Google Analytics—and you
really set the table for the liberation of mar
keters from dinosaur SEO tactics.
What else changed in Google’s world, and
yours? Today there are 250 million Android
devices in the world, 90 million Google+
users, 500 million Twitter users, and 800
million Facebook users. The average Face
book user has 130 friends.
The Medium Dictated the Strategy,

and Now It’s Changed
What if your message wasn’t constrained by
the old, unimaginative rules of the medium?
What if you could come up with a timeless
statement of the products, service, values,
and other core meanings associated with you
and your company, and just “port them over”
anytime you faced a shift in the landscape of
conventions and standards that the medium
seems to be following?
Hang on a minute. It’s never that way.
To borrow an idea from Marshall McLuhan,
what makes it onto a medium is constrained
and inspired by the interactive experience
dictated by the medium itself. When “new
media” meant TV, it forced advertisers to
play a very particular game as skilfully as
possible to maximize their return on invest
ment. As cool as it was at the time, TV had
standards like every medium before and after
it. For advertisers, that largely meant what
ever you could say in 30 seconds inside of
rectangle measuring 20 inches diagonally.
Indeed, every advertising medium in his
tory has been a constrained game that has
about as much flexibility as, say, tennis: the
boundary lines are clearly drawn, and you
always keep score in the same way.
Yet web standards and search conven
tions aren’t as constraining as they seem, and
now we’re forcing them to be more flexible
whether they like it or not. Consumers and
device makers today are in a party mood. It’s
Interactive Spring. We, the 99.9%, are look
ing to break those conventions. For starters,
a lot of people are sidestepping the browser
already, as Mike Grehan observed in a
2010 interview
. That’s only the tip of the
iceberg. We’re not going to be stuck with
narrow, arbitrary standards and conventions
much longer—if we ever really were.
The proliferation of devices, business
models, and truly creative uses of how infor
mation is dealt with via Internet Protocol is
astounding. We jump from strict-seeming
textual navigation or email (another medium
that seemingly forces you to adhere to its
acronym-spouting protocols) into broadcast
media. We move seamlessly from online to
offline information consumption and target
ing. Consumers look at scanned online ver
sions of the flyers that clutter up their mail
boxes. Marketers more easily track phone
calls back to online actions. QR codes provide
instant gratification.
Some of the Psychobabble

Comes from Your Peers
Probably the most far-reaching shift in how
we are going to consume and seek out infor
mation has to do with our social networks.
We’re essentially tuning into a collective
channel, where we are constantly exposed
to what our real-world peers are think
ing, doing, buying, reading, and listening
to. Prior to Facebook and Google+, this was
already taking place, fitfully. But with these
universal connectors, the information fol
lows us around.
I know that my high school classmate
Jackie—a comic actor with whom I’m con
nected on Facebook, and who hosts a cook
ing show in Canada—recommended a recipe
for pumpkin soup. I know that not because
I was on Facebook at the time, but because
I was reading a different recipe on a popular
website that she also visited. It’s become a
universal signal for many of us: “Jackie likes
this”. To add a dash of sincerity, Jackie’s face
is looking out at you next to the cartoon
When I visit the home page of YouTube,
before searching for anything, I see six
featured videos all based on +1 recommen
dations by my peers. Search marketer Jill
Whalen is at the top of the list. Jill has been
following me around the web quite a bit
lately. Among other things, that means that
Jill is a top-notch marketer, not content to
rest on her laurels.
After years of riding high on the cachet of
“the algorithm”—the secret, holy formula that
would magically return the most relevant
results—search engines are quietly show
ing it the door. Many of the narrow, seem
ingly dispassionate measures of quality and
relevance will be replaced by, quite simply,
what people think.
Of course the old measurements won’t be
gone entirely. A much more complex, natural
conversation is going to be reflected in what
you see and do online, including search. It
seems that we now place less trust in the
ultimate wisdom of search engines. They’re

SES • February 2012 {London}
shifting the game to inject more of what we
do trust: people we know. In real life, the
links between us aren’t hyperlinks; they’re
actual links between people.
SEO Requires Doing More, but

Not Necessarily Doing More SEO
So, what are you going to do with this new-
found freedom? The classic SEO response
has always been to “chase the next algo
rithm”: if posting video to YouTube is now
a great way of gaining search engine visibil
ity, then you should put out a YouTube video.
That specific tactic may indeed work, but it
misses the point. Today, you do better if you
take advantage of the opportunity to unbur
den yourself from marching, lemming-like,
to the beat of whatever quirky tactic seems
to get you ranked well in search engines this
month. The fact that the algorithm is rapidly
becoming an obsolete concept should liber
ate you to pursue your fundamental visibil
ity wish list in a more varied way, driven by
company priorities and empathy with your
audience and customers rather than a nar
row set of web indexing and keyword ranking
best practices. Following the most basic rules
remains important work, but it only gets you
to average performance. You must do more.
For over a decade, that more amounted to
so-called link building. Why? Because search
engines were less sophisticated and came to
rely too heavily on one measure of peer repu
tation: link authority. Even the phrase “the
structure of the Web”, as seen in the back
ground literature that explains how that
structure is used to calculate the relevance of
a page, treats the web as something akin to a
natural phenomenon such as a crystal. But it
isn’t. Ninety percent of it has been grown by
marketers trying to logroll and game their
way to better rankings. “Links were a better
quality signal when the world didn’t know
that they were a signal”,
Eric Enge
wrote. “But, those days are gone.”
So mix it up. Pursue a visibility strategy
cooked up on its own merits, completely
independent of how it might affect your
search rankings. The fruit of that effort in
terms of improved rankings then becomes
icing on the cake. As a sample, you could try
the following six initiatives in 2012:

Produce valuable video content so
that people can put a human face to
your company and maybe even learn
something in the process.

Create your business’s Google+ page and
hold never-ending conversations about
newsworthy events in your business.
Maintain a strict ratio of 80% content
and personality, 20% promotion.

Try at least two forms of paid digital
media (say, Twitter ads and remarketing
image ads) that you haven’t used in the
past. No form of customer acquisition is
truly free, and you can get (nonfree) SEO
love by upping your overall marketing
spend. By increasing your marketing
investment, you’ll create more interest,
more sharing, and more website usage
behaviours that search engines can pick
up on and reward you for (indirectly).

Replace the old (and scarce) photos
with recent photos of you looking
smart while you speak to an audience.
Post and share them using the newest

Join two new industry associations
with the goal of getting you and your
company name (and links to them) into
a new realm. Pick groups that seem
vibrant and friendly enough to allow
various forms of social sharing and
mentions to come about naturally.

Put a LinkedIn maintenance day into
your calendar monthly. Learn to use
more of the advanced features.
All of the above has to be about some
thing—if not about your products or com
pany, then what? Well, something. Empty
self-promotion is tedious. Follow Hugh
McLeod’s dictum and work on creating social
objects. Whether they are cartoons, new and
original takes on something, or personal
photos with charm, these social objects have
to be remarkable enough to share.
Am I merely stating the obvious? Actu
ally, I’m swimming against the mainstream
tide of mediocre SEO, where the din of “just
pay a company to write and scrape articles so
that you have enough keyword-rich material
to feed to search engines” convinces many
business owners that they should align their
companies with just that type of mediocrity.
Would you (nonironically) put a velvet Elvis
in your dining room? Then why put that kind
of junk on your company site? There is no
cloaking this stuff anymore. People can see it.
Any visibility tactic in which you decide
to invest should provide you with multiple
benefits. The bonus for companies that do all
these things while their competitors lazily
buy a few links from phony blogs is—yes—
ranking better in tomorrow’s search engines
without having to chase the algorithm du jour.
Real Marketing versus Boondoggles
It’s 2012, not 2002—time to move on from
the sad grey zone of trumped-up busywork,
algorithm-chasing, and voodoo. You can
spend a lot of cash on this for very little
result. With a hat tip to the great Jill Wha
len, your bottom line may improve if you
avoid these boondoggles. They made sense
in a narrow window of time when users and
marketers accepted the limitations of a con
versation that resembled a keyword-spraying
confab with a possessed psycho. Now, it’s
smarter to move to the edges. Either cover
the basic best practices better, or step up
your output in the exciting new realms of
visibility, sociability, transparency, and trust.
Andrew Goodman is founder
and president of Toronto-
based Page Zero Media, a full-
service marketing agency that
focuses on paid search cam
paigns as well as a variety of
custom digital marketing programs. He is also co-
founder of and the author of
Results with Google AdWords
The fact that the algorithm is rapidly becoming an obsolete concept should 
liberate you to pursue your fundamental visibility wish list in a more varied way, 
driven by company priorities and empathy with your audience and customers 
rather than a narrow set of web indexing and keyword ranking best practices. • SES
aking your website stand out
among millions of others is an
uphill battle. There’s no doubt
that the Internet is a crowded
place these days—at least in English. By
thinking beyond a monolingual audience,
many marketers are discovering an easier
way to climb the search engine rankings.
The idea that English is the universal lan
guage of the Internet is becoming less and
less true each day. The last decade has seen
an explosion in web use around the globe,
mainly among speakers of other languages.
Chinese is expected to soon overtake English
as the dominant online language. According
Internet World Statistics
, the use of
Arabic has increased by 2501 percent in the
last decade, compared to just 301 percent for
English use.
Despite these figures, many companies
still concentrate on the dwindling proportion
of English speakers. Roughly one in four web
users speaks it as their mother tongue, yet
a December 2011 study by
that 56.6 percent of web content is in English.
This imbalance offers a wealth of
untapped opportunities for international
search engine marketers. It takes less effort
to achieve those elusive first page rankings
in other languages, simply because there’s
less competition. You can potentially get a
huge return on investment by taking advan
tage of new and emerging markets.
Considerations When

Translating Your Site
It’s hardly surprising that most consumers
would rather browse the web and make pur
chases in their native language. The
pean Commission
found that 82 percent
of online consumers were less likely to buy
goods if there was no information available
in their native language.
Translating your website is only the first
step to reaching international customers.
While some of your existing SEO strategies
will work in other languages, it’s important
to consider local differences. For one thing,
Google doesn’t have the same dominance in
every country: most Chinese people prefer
Baidu, while Yahoo! is still the leader in Japan.
One of the first considerations is whether
to target your translated websites by country
or by language. It might be tempting to cre
ate a single French website to cover France
and Quebec, but it’s unlikely to perform as
well as individual sites. Most search engines
give preference to websites that have a local
domain name and are hosted in country.
Furthermore, you might run into prob
lems due to differences in dialect and lan
guage. Just as British English differs from
American English, the German language
varies in spelling and meaning across Swit
zerland, Austria, and Germany. Localising
each website for a particular country gives it
a more authentic feel, inspiring confidence in
users. The downside is the increased cost, but
it’s usually worth the extra resources.
Keywords won’t necessarily be direct
translations of English equivalents. You
might be surprised to find many Italian users
prefer English search terms. Once more, dif
ferences in dialect can be a potential pitfall.
For example, in Spain
means car, while
to most Latin American Spanish speakers it
means baby carriage.
Free tools such as Google’s Global Mar
ket Finder can give you an idea of what peo
ple in different countries are searching for.
Check your list of keywords with a native-
speaking specialist to avoid any embarrass
ing mistakes.
Differences in Search Engines

and Link Building
Targeting the right search engines is a must.
Anyone considering marketing in China
should become familiar with Baidu, which
has a reported 75.5 percent market share. In
South Korea, Cyworld is a key player, while
Russians prefer Yandex.
Each search engine uses different criteria
to rank pages. Recommended for all foreign
websites, a top-level, in-country domain
name is particularly important in China,
since Baidu requires sites to have a Chinese
domain name and be hosted on a server
within the country.
Although Yahoo! Japan is powered by
Google, its algorithms aren’t exactly the
same and it delivers slightly different results.
It tends to prefer a greater keyword density
than Google: 7 or 8 percent, compared to 2
percent. Yandex is phasing out paid links, but
these still count in its rankings.
Once your site is up and running, build
ing in-country links is the next step to
increasing its prominence. International PR
and marketing experts can help ensure that
it is listed on local directories and receiving
coverage on industry websites.
Link building is important for most
search engines, but some handle it in differ
ent ways. Baidu values incoming links, but
places less weight on the authority of the
linking site—meaning quantity could mat
ter more than quality. For Japanese market
ing, getting listed on Yahoo! directories is an
important way to stand out from the crowd.
Finally, don’t forget that the site must
appeal to real human users as well as search
engine spiders. Creating well-written, engag
ing copy and a professional-looking site is
more important than squeezing in as many
keywords as possible. The end goal of any
SEO strategy is to increase the conversion
rate—whether that’s filling in a contact form
or placing an order. No matter the language,
the key is finding the right balance between
SEO and usability.
Christian Arno is the founder of
professional translation servic
es provider Lingo24. Launched
in 2001, Lingo24 now has over
160 employees spanning three
continents and clients in over
sixty countries. In the past twelve months, they
have translated more than 60 million words for
businesses in every industry sector, including the
likes of MTV and World Bank.
Successful SEO Marketing in Other Languages
Emerging markets offer the potential for great ROI. Find out how to adapt your site for non-English-speakers.
by Christian Arno

SES • February 2012 {London}
o 2011 has passed us by all too
quickly. Here in early 2012, it’s nat
ural to wonder what the job mar
ket will look like over the next 12
months. It’s been one hell of a year, with
huge turmoil in the world’s economies still
unfolding and talk of worse to come. As a
backdrop to all this worry, people still need
to work, and inevitably many of you will
change jobs.
Still a Candidate-Driven Market
In an article published last year (
“So How Is
the Job Market Looking in 2011?”
), I said
that if you worked within SEO, social media,
PPC, or analytics, you were pretty safe from
Do I still stick by that, or have I done an
about turn and shot off in a new direction?
Thankfully, the former. I still believe firmly
that if you have good skills in any of these
areas, then you are safe within a market that
has not only weathered the economic down
turn but also continued to grow. Now that’s
a good piece of news with which to start the
year. Throughout 2011, the job market con
tinued to thrive, and salaries within certain
niches are still rising.
Worldwide, the market has become even
more candidate driven, and I expect this
trend to continue. The majority of applicants
are receiving over five interview requests
and multiple offers. Competition is fierce to
hire, and companies are starting to feel the
strain when it comes to convincing someone
to join them rather than a competitor.
The end of 2011 saw a big shift upward as
companies prepared their business forecasts
for 2012 and monitored revenues and growth
over the previous 12 months. This resulted in
an increase in vacancies across most job sec
tors within digital marketing, with the lion’s
share going to SEO.
The continuing problem of attracting
trainees into the market is creating a lack
of experienced talent at the more senior end
of the hiring process. Certain agencies and
companies have recognised this fact and
looked to invest in graduate training pro
grams in order to bring more people into
search and increase their skills. I expect that
more companies will do so.
At the top end of the market, applicants
are looking for more diversity in what they do.
For example, SEO directors can find it hard to
move any further up the career ladder, but by
learning social media, PPC, affiliate market
ing, etc, they can aim for marketing director
roles, which will give them the increase in
salary and responsibility they desire.
Outlook for Key Areas
It is clear that natural search still dominates
when it comes to online marketing cam
paigns, and that more companies are look
ing to increase their spending and resources
in this area. This has produced many more
vacancies than actual applicants.
Roles within paid search are also increas
ing steadily, and again there is a complete
lack of experienced people looking to move
on. As salaries tend to be slightly higher
within SEO, some people have actively
looked to move into natural search, caus
ing a decrease in the number of PPC people
Two boom areas in 2011 were social media
and web analytics. Both of these have contin
ued to see massive growth and salary increases,
as competition at all levels is still incredibly
tight. Some of the highest salaries I saw on
offer last year were within these sectors, and
I expect to see the same throughout 2012.
Taking their online sales channels seri
ously, end clients rather than agencies are
driving the demand for people with web ana
lytics skills. People who understand data and
its place at the heart of search campaigns
and marketing are in high demand. Luckily
for applicants and sadly for clients, there is a
huge lack of experienced analysts, and com
panies are regularly getting into salary wars
when it comes to job offers. This situation is
forcing wages higher. More and more ana
lytics professionals are also being tempted
away into other industries such as banking,
where the salaries can be hard to refuse.
An area that I didn’t cover much last year
was mobile. Although still very much a blos
soming sector, mobile is seeing high demand,
and I anticipate people making the jump as
specialists within the sector. It is hard to
compare salaries as there really hasn’t been
any precedents set so far, but I expect to see
some big numbers offered in order to attract
serious talent to start building teams and
divisions, especially within the agency world.
People working within UX are also find
ing themselves in high demand, with just
about all the roles being permanent and all
the applicants being contractors. This makes
for a nearly impossible situation as perma
nent and contract salaries never even come
close. It will be interesting to see if this
market continues to be contractor driven or
whether permanent salaries will increase in
order to convert people into permanent roles.
I advise any firm looking for permanent UX
people to seriously look at what you pay,
as this is most definitely the sticking point
within the sector.
The International Scene
As the world continues to move online, inter
national recruitment is an area to watch.
Certain geographic regions find it harder
to source people locally than others. Singa
pore, Hong Kong, and Tokyo, for example,
are actively looking to attract talent from
Job Forecast for Digital Marketing in 2012
Opportunities—and salaries—are likely to keep growing in a field that has withstood the economic downturn.
by Jake Langwith
continues on
page 19
Worldwide, the market 
has become even more 
candidate driven, and 
I expect this trend to 
continue. The majority 
of applicants are 
receiving over five 
interview requests 
and multiple offers. • SES
head of SES London, which gets under-
way on 20th February, I’ve been giving

some thought to SEO metrics and the

importance of being able to prove
the return on investment achieved through
web marketing efforts.
Web analytics packages make it relatively
easy to track visitors from their entry to your
site until their completion of purchase; this
can be made even more specific if you have
an e-commerce site that requires a login.
However, when you promote the site else
where online, you need to know whether the
customers who purchase the most arrive via
your PPC ads or your organic SEO efforts—
and, most important of all, how much it costs
to get them to your landing page at all.
Know Your Ambitions
Define your web marketing campaign in
terms of its intended outcomes. Positive ROI
is an obvious element, but if your initial aim
is to build brand awareness, you might be
willing to accept a period of negative ROI in
monetary terms in exchange for an increase
in visitor numbers and positive mentions in
discussion forums, chat rooms, and social
If you are hoping to build traffic, think
about what type of traffic you want. A high
percentage of new unique visitors indicates
that you are reaching a new audience, while
a lot of repeat visitors suggests that your site
is well established, at least in the minds of
those who have seen it before.
Fill Your Funnels
Make sure that you have clearly defined fun
nels in your analytics in order to track visi
tors from arrival to checkout. This way, you
can clearly see whether those arriving via
PPC ads are more likely to make a purchase,
whether their average order size is greater,
and whether the typical amount spent on
your site is greater or less than your aver
age cost per click.
Even a modestly positive ROI is an inher
ently good thing: PPC is scalable, limited
only by the available cash flow in a given
month, so these small profits can soon add
up if your site has large numbers of visitors.
Target Your Keywords
In terms of natural search optimisation, the
work you do is a long-term investment. A
highly ranked page will continue to attract
traffic for some time to come, without requir
ing any additional cost. This is at odds with
the cost-per-click nature of PPC campaigns,
and makes both unique and repeat visitors
relevant in tracking performance. Consider
creating entire microsites or collections of
landing pages that are targeted at specific
keywords but not used as destination URLs
in your PPC settings.
By focusing on the performance of these
pages, you can see which keywords are most
effective among your natural search traffic,
and focus on these topic areas for the future.
Marketing Beyond Search
While it is easy to think of search marketing
as the only kind of web marketing for the
modern-day era, it is still important to build
your brand—and to receive more type-in traf
fic as a result.
As your brand equity grows, look out for
people searching specifically for your com
pany name rather than the generic name
of the product or service you supply. Also
be aware of incoming links from social net
works and other websites. These not only
drive traffic to your site, but also help your
site to appear more authoritative to the search
engines and raise its ranking as a result.
A truly holistic web marketing campaign
can address all areas at once:

building brand equity and inbound links;

raising organic search rankings and
number of clicks in natural search

competing for primary keywords in PPC

encouraging website visitors to return
in future; and

driving conversion rates and average
basket sizes higher for those users who
Bring It Back to ROI
Whatever your ambitions, the nature of mod
ern business—particularly for companies
that operate solely online—is such that you
will probably have to prove positive ROI.
Remember to include repeat custom: the
lifetime value of each visitor, rather than
only their first purchase. If many of your cus
tomers return time after time, this could be a
deciding factor in whether your ROI is posi
tive or not. Also consider the organic benefits
achieved; for example, if a new PPC landing
page ranks highly for organic keywords, you
may receive a boost to your visitor numbers
via your natural search listing, without hav
ing to pay for those clicks.
Ultimately, if you know from the outset
what you are trying to achieve, your work is
“worth it” as long as you achieve those ambi
tions—and you should be careful not to be
distracted by other types of traffic or by out
comes you had never planned to aim towards.
Kevin Gibbons is founder and
director of search at UK search
agency SEOptimise. A highly
respected blogger on search
engine marketing and social
media, Kevin writes frequently
for SEOptimise and Econsultancy.
Proving Your SEO Work Is Worth It
Evaluate your marketing campaign by how closely it meets your intended outcomes.
by Kevin Gibbons
If you know from the 
outset what you are trying 
to achieve, your work is 
“worth it” as long as you 
achieve those ambitions—
and you should be careful 
not to be distracted by 
other types of traffic or by 
outcomes you had never 
planned to aim towards.

SES • February 2012 {London}
ink builders use competitor back
link analysis to find websites that
have linked to their competitors so
that they can replicate them. It is a
means of targeting low-hanging link fruit, as
it is more likely that someone will link to you
if they generally link to sites in your niche.
A criticism of this technique is that it
leads to acquiring only links that your com
petitors already have. I don’t believe this
is a bad thing, but it is certainly better to
acquire both the links that your competitors
new links. To do this, you need to
take a step back from the granular, one-by-
one link-building methodologies and take a
10,000-foot strategic view.
A web strategist can use competitor back
link analysis to discover strategies that are
working for competitors in order to duplicate
these strategies in a scalable manner, acquir
ing links that a competitor does not yet have.
As a strategist, you should be looking to
understand the general types of activities or
niches that are successful for competitors so
that you can duplicate what works and do it
on a larger scale.
Here are the five general steps:
Understand who is doing well.
Pick three top competitors.
Grab their backlink data.
Segment the backlink data.
Develop a scalable plan of attack for
each segment.
You should be looking to identify types
of websites that link to your competitors so
that you can create a link-building plan that
of these types of sites a reason to
link to your site. In this way, you can gather
not only the easy links from that segment
that link to your competitors, but also links
from other sites in that segment that don’t.
To be clear, the end game is to create
magnetic pieces of content, specifically for a
potential link’s verticals, so that everyone in
those verticals
to link to your website.
Competitor Backlink Analysis for the Web Strategist
Harvest nonobvious and strategic insights from a commonplace technique.
by Stephen Croome
Here is an example from link building in the rail industry.
1. Understand Who Is Doing Well—Use
for SERP Saturation Analysis
It is easy to focus on the biggest brands in your industry as your main competitors and miss
the smaller brands that are doing very well with SEO. SERP saturation analysis (finding the
websites that appear most often in the top 10 search results for a bucket of keywords) can
help you discover the sites that are quietly flourishing.
Figure 1. Top 10 Largest Competitors for the 100 Top Searched Rail Keywords by SERP Saturation.
You can see how MoneySavingExpert could be missed as a competitor without this type
of analysis. As a strategist, you should be finding out how they performed this well against
established brands with contextually relevant content and links (and in this case, those big
official sites have loads of high-quality government links to which MoneySavingExpert
doesn’t have access).
2. Pick Three Top Competitors—Load Them into an SEOmoz Campaign
MyTrainTicket does incredibly well to rank for lots of keywords despite having a relatively
weak domain authority. As a strategist, you should be figuring out what links they have that
power this.
3. Grab Their Backlink Data—from an
Open Site Explorer

Figure 2. These Top Competitors
from the SERP Saturation Report
Will Be My Targets for Backlink
Figure 3. Backlinks to


Cheap Train Ticket Page. • SES
By drilling down to the page on MoneySavingExpert that actually ranks for “
cheap train
” and looking at only external, followed, or 301’d links to that page, you can see links
from the BBC, Nature, and Exeter University. What tactics did they use to get these? By seg
menting their backlinks, you can ascertain the types of sites that are linking to them, and why.
4. Segment the Backlink Data—Use Excel
Links to
Domain Category 
mind_the_gaps_mind_your_wallet.html 49 100 3 574,586 Comment Link 
viewtopic.php?f=46&t=3122&start=150 33 89 1 29,439 Reference 89 1 17,117 broken 80 1 6,134 Student 
the-best-rail-booking-websites-50001767/37 76 1 8,941 Reference 
publictransport/cheapuktravel 38 75 2 3,888 Reference 66 4 1,760 Reference 29 66 2 2,538 News
cgi?num=1116613395/15 23 58 1 1,079 Reference 23 57 1 1,015 Reference
Figure 4. Extracted URL List Categories by Type of Content Containing Links.
You need to visit each URL and then categorise the type of link.
Once you have built your categorisation of the 100 links of each competitor, you can start
aggregating that data for powerful insights into who links and why.
5. Develop a Scalable Plan of

Attack for Each Segment
Now that you know what types of sites link
and why they link, you can attempt to build
“magnetic web content”—high quality con
tent, specific to a niche, that attracts links.
In the above train example, you could run
competition to give away a year’s first-class
rail ticket for a student. You could present it
as a treasure hunt, in conjunction with the
most powerful university websites that you
have identified in your analysis. A tactic like
this can be scaled to include any number of
sites, which will all naturally give you a link
for taking part.
Infographics and interactive infographics
are another example of this magnetic con
tent. Infographics tend to work best when
narrowly targeted at a niche so that there
is a natural synergy with targeting specific
site-type verticals.
Lastly, develop reference material—for
example, price comparison tables that news
sites can use as reference material for the
cheapest or most expensive train journeys.
With this type of knowledge and a will to
pursue effective strategies over granular link
building, you can replicate and build on the
link-building strategies that are successful
for your competitors while also establishing
the type of magnetic content that will attract
links by itself over time.
Stephen Croome is interested
in getting companies to re-en
gineer their products to market
themselves. He works as head
of SEO Strategy at SEOGadget
or mucks about with marketing
strategy at
Figure 5. Segmented Data Displayed Visually.
The end game is 
to create magnetic 
pieces of content, 
specifically for a 
potential link’s 
verticals, so that 
everyone in those 
link to your website

SES • February 2012 {London}
SES London | 20–24 February, 2012 | hosted by
Day 1—Tuesday, 21 February
SEO Track
11 Ways to Be Invisible to Search Engines
Search engine visibility today entails a lot more than just tweak
ing keywords to rank well in the “ten blue links” for core keywords.
Blended results, plus increasing sophistication in search algo
rithms, make one-dimensional tactics obsolete. Companies should
take a 360-degree approach to search engines visibility. Unfortu
nately, many do just the opposite: they don’t stand up to be counted,
and competitors get all the attention.
This session lightheartedly pokes fun at companies who seem
bent on doing whatever it takes to remain invisible online. By
resolving to do the opposite of what these companies are (or aren’t)
doing, you’re guaranteed to come away with at least three urgent
“to-do’s” for your 2012 digital marketing plan. This session also
explains why marrying a 360-degree approach to a strategy of “giv
ing away more” to those who can find you actually reduces your
long-term dependence on heavy media spending.
Andrew Goodman, SES Advisory Board;
President, Page Zero Media
kick STarT Track
Google Analytics Basics—

Implementation and Analysis Strategies
The real gems that can be mined from web analytics data can only
be found through proper implementation (i.e., getting the data you
need) and proper analysis methods (e.g., using advanced segmenta
tion). Learn some simple yet powerful ways to configure Google
Analytics tracking for your own site or for clients, and then see how
to segment your data to discover actionable insights.
Yehoshua Coren, Founder & Principal,
Analytics Ninja LLC
kick STarT Track
A 13-Step Checklist to Jumpstart

Your Social Program
Social media can be a very effective way to drive up engagement,
reduce costs, and increase “attributable revenue”. Many businesses
have initiated social media programs, but only a few have been
able to drive the promised returns. Join us for a 13-step approach to
improving your social ROI. After a session full of lessons, tips, and
practical case studies, you will have actionable ideas that you can
apply to your own business.
Sundeep Kapur, Digital Evangelist, NCR Corp.
SEO Track
Site Redesign? Don’t Forget SEO Migration!
Companies often implement new content management systems and
website redesigns without consideration of the effect on their search
engine visibility. Numerous websites have suffered dramatic drops
in search engine traffic due to an insufficient SEO migration plan or
no plan at all.
This session will provide website owners with best practices on
mitigating negative SEO effects of a website redesign, new content
management system implementation, or aggregation of multiple
websites. If your business is planning on making changes that will
affect content, URLs, or templates, this is a must-attend session.
Lee Odden, SES Advisory Board;
CEO, TopRank Online Marketing:
Russell O’Sullivan, Digital Marketing Manager, Healthspan
Day 2—Wednesday, 22 February
PPc Track
PPC Campaign Architecture
Paid search marketing has been around for over 10 years now, but
the core principles can be broken down into three key areas: cam
paign set up and architecture; bid management/strategy; and opti
misation of keywords, creative, and landing pages. Campaign set
up and architecture is the bedrock of any PPC campaign. Get this
part wrong and you will not see the success/ROI of the other two
parts or your campaign as a whole. In this session, you will hear
from PPC experts on how to get this key campaign element right
and truly set up for success!
Jon Myers, SES Advisory Board; Director,
Account Management, Yahoo! UK & Ireland
Jonathan Beeston, Client Services Director,
Europe, Efficient Frontier
New Topics at SES
Download the
or visit
for complete agenda and session descriptions. • SES
Download the 

or visit
Sam Fenton-Elstone,
Head of Media, iCrossing UK
SOcial MEdia Track
Why Content Strategy Is Crucial for Social Search
Content strategy seems to be the new buzzword of the moment, but
just like social media, it’s nothing new.
Without content, social media would fall flat. It’s what makes
social media rich and infinitely shareable. A content strategy is cru
cial when it comes to being effective not just in the social media
space, but also in the integration of social media and communica
tions (both off and online), which has a great impact on a brand’s
search profile.
We all know that search is incredibly important for attracting
a new audience, helping campaigns succeed, and managing crises.
With search engines increasingly including richer content in list
ings and social networks opening up for search engines, how can
you ensure that your brand has a visual presence in search? How
should this tie in to what you are doing elsewhere on the web?
Search engines and social networks are intrinsically linked, and
brands looking to be head-and-shoulders above their competitors
need to produce rich and shareable content that is complemented
on all of its digital touchpoints.
Chris Boggs, SES Advisory Board;
Director, SEO, Rosetta
Rachel Hawkes, Account Director, Elemental
the UK and US. Notably, an agency director
in London moved to Asia with more than
a £100,000 pay rise. Now that certainly is
something that’s hard to say no to. Australia
is tempting British marketing professionals
with prospects of sun, sea, sand, and money.
My main predictions for 2012 are sus
tained growth across digital marketing and
increasing salaries due to a lack of applicants.
I do not see this situation changing any time
soon. More and more companies are going
to struggle to fill their open positions. Many
applicants are still seeking in-house jobs
because of the stability and corporate ben
efits offered.
All in all, 2012 should be a very exciting
year, and digital and search marketing are
great areas in which to work. You should
have no concerns about finding a new posi
tion if you decide to look around.
Jake Langwith runs the SEO,
PPC, analytics, and social me
dia teams at Firebrand Talent
Search, an international re
cruiting firm. With over 16
years experience across the UK,
Europe, and Asia Pacific markets, he has estab
lished a strong team of industry experts and
works in close partnership with some of the
world’s leading digital agencies and companies.
Job Forecast for Digital Marketing in 2012
continued from
page 14

SES • February 2012 {London}
SES London | 20–24 February, 2012 | hosted by
Day 1—Tuesday, 21 February
PPc Track
Is Retargeting/Remarketing Right for You?
You spend a lot on paid search and invest hundreds of hours into
your SEO. Search traffic is among your best converting traffic
because the consumer is hunting for what you’ve got. Yet, depend
ing on your site and keywords, it’s likely that 80 to 98 percent of
search visitors leave without a purchase, becoming a lead, or mak
ing contact with you via phone or social media. All is not lost; tech
nology offers additional opportunities to communicate with con
sumers even if they never registered on your site.
Remarketing, also known as retargeting, is a technology that
allows marketers to show their ads to former site visitors while
visitors surf elsewhere on the web. It sounds very simple; however,
a lack of awareness around the technology has ruffled some feathers
in the industry.
In this session, you’ll learn the success factors for retargeting. In
addition you’ll learn how to execute a campaign that balances the
amazing yet anonymous intent information gleaned from search
terms against the “creepy factor” of running retargeting ads that
make some consumers feel violated.
Dax Hamman, Chief Revenue Officer, Chango

Guy Levine, CEO, Return On Digital
Meet the Experts: Round Table Forum
Join us at our all-new “Meet the Experts Roundtable Forum,” where
you’ll have a unique opportunity to learn, network, and share
information with your peers and leading industry specialists. With
a choice of several roundtable discussions, each focusing on dif
ferent key topics and featuring two experts, this session is not to
be missed. Simply choose the roundtable most pertinent to you
and join the discussion! You can also move freely between differ
ent roundtables to make sure you get the most out of this session.
After the forum, take your conversation and new contacts with you
straight into the expo hall for our networking cocktail reception
where you can continue the discussion over a few drinks.
Day 2—Wednesday, 22 February
SEO Track
SEO Tools of the Trade
If you are responsible for your company’s search engine optimisa
tion, then you know that you need all of the various tools of your
trade close at hand. This session will describe the tools that will
help you to accomplish your tasks, including indexing, competitive
analysis, site ranking, diagnosing and remedying problems, page
level information, site level information, and on-page optimisation.
Richard Baxter,
Founder and Director, SEOGadget
David Naylor, SEO, Bronco
Meet the Experts: Round Table Forum
See description under Day 1, 4:30–5:30pm.
Day 3—Thursday, 23 February
lOcal/MObilE Track
Developing an Integrated

Mobile Marketing Strategy
Do you want to learn smart mobile marketing strategies that are
effective for converting mobile traffic with mobile SEO, PPC, and
applications? Do you want to develop action items for developing,
launching, and tracking an integrated mobile marketing strategy.
This session will help you understand how mobile marketing
fits into the traditional and online marketing mix and determine
what marketing strategy is most appropriate for your business. It
will provide tips for updating existing sites to work on a variety of
mobile devices and will expose the major online marketing mis
takes that are being made by some of the top mobile marketing
You will walk away with a clear understanding of actionable
mobile SEO best practices including mobile site architecture and
local and universal SEO tactics that work in a mobile application.
You will also know how to author metadata that is compelling in
mobile search results.
Angie Schottmuller,
Founder, Interactive Artisan
Sessions New to SES London
Download the
or visit
for complete agenda and session descriptions. • SES
Download the 

or visit
accElEraTOr Track
Advanced Keyword Modelling
Google Instant’s and Bing’s intent-based results are creating a need
for a new generation of keyword research, expansion, and model
ling techniques. This session will offer ways to integrate data from
search, social, and traditional media to identify new opportunities
and revenue streams.
Richard Baxter,
Founder and Director, SEOGadget
Edward (Teddie) Cowell, SEO Director, Guava
Developing a Video Optimisation

and Marketing Campaign
The Internet’s second most popular search engine can be a tough
Tube to crack, but not with this advanced team of video SEOs and
marketers. Do you really have to blend an iPhone or sit on a horse
backwards pitching shower gel to have a successful video mar
keting campaign? This session will answer these questions and
more by sharing successful video marketing case studies, specific
advanced optimisation tactics, and YouTube networking advice that
can help boost your next video marketing projects to the next level.
Massimo Burgio, Founder & Chief Strategist,
Global Search Interactive
Greg Jarboe, President & Co-founder, SEO-PR
lOcal/MObilE Track
Search on Mobile Devices: The Next Frontier
Search on mobile devices is a different game than it is on the desk
top. Users can’t rely on Google to deep link into their mobile apps.
Yet they need search even more on these smallest screens to find the
content they’re looking for. So why are the search features within
apps so old school? Search results do not appear as users type (they
invariably have to hit the “go” or “search” button); search features
don’t save users’ past searches or learn from their past activity. The
Android OS does not offer any solutions. Must each app developer
code his or her own search solution?
Let’s envision a scenario for mobile that would provide more
robust search for each app—with instant results, real-time indexing
of cloud-based content,
on-device content—and learn from the
user’s past behaviour. Maybe Google will listen and make it part of
Android, maybe Adobe will include it with AIR, or maybe a startup
will figure out how to do it!
Sri Sharma, Founder and Managing Director,
Net Media Planet
lOcal/MObilE Track
Tablet Display Advertising:

Challenges and Opportunities
With the launch of the iPad 2 and a suite of Android tablets, it is
safe to say that tablet display advertising offers marketers a very
unique and totally new medium of mobile engagement with con
sumers. Given the rapid growth in the use of tablets, advertisers
would be wise to incorporate tablet advertising into their market
ing plans. But tablet advertising is not without its challenges. What
is the best way to deal with these new advertising platforms and
networks in this post-PC medium? In this session we will address
solutions to this and other challenges in this new and burgeoning
Piers North, Head of Strategy, Yahoo! UK
Connect the Signals between
Search, Social, & Display
SES New York Conference & Expo
March 19–23, 2012