ses magazine february 2012

SESConference.com February 2012

Sneak PreviewSES London

2024 February, 2012

Download the SES mobile app.

Its 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 13

Job Forecast for Digital Marketing in 2012 14

Competitor Backlink Analysis for the Web Strategist 16

contents

February 2012

COVER STORY COLUMNS

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ITS THE END OF SEO AS WE KNOW IT (AND I FEEL FINE) Now is the perfect time to liberate yourself from the algorithm.

CONFERENCE INFORMATION

AVINASH KAUSHIK KEYNOTES SES LONDON

MEET THE EXPERTS

SPONSORS & EXHIBITORS

NEW TOPICS AT SES

SESSIONS NEW TO SES LONDON

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SEO IS DEAD. NO, IT ISNT. YES, IT IS. Despite the doomsayers, SEO doesnt dieit evolves, and we need to adapt.

SUCCESSFUL SEO MARKETING IN OTHER LANGUAGESEmerging markets offer the potential for great ROI. Find out how to adapt your site for non-English-speakers.

JOB FORECAST FOR DIGITAL MARKETING IN 2012Opportunitiesand salariesare likely to keep growing in a field that has withstood the economic downturn.

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PROVING YOUR SEO WORK IS WORTH ITEvaluate your marketing campaign by how closely it meets your intended outcomes.

COMPETITOR BACKLINK ANALYSIS FOR THE WEB STRATEGISTHarvest nonobvious and strategic insights from a commonplace technique.

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about SESWelcome to the London issue of SES Magazine, our first digital-only issue. We remain com-

mitted to providing the high quality of content that youve come to expect from the print

issue. As always, were eager to hear your feedback and learn what topics youd like to see.

SES London, held on 2024 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? Dont 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

See pages 1821 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, SESLondon.com.

And dont forget these upcoming events:

SES Accelerator, San Diego, 9 February, Hilton San Diego Bayfront (SESAccelerator.com)

SES New York, 1923 March, Hilton New York (SESNewYork.com)

SES Shanghai, 1618 April, InterContinental Shanghai Puxi (SESShanghai.com)

SES Toronto, 1113 June, Hyatt Regency Toronto (SESToronto.com)

We look forward to seeing you at an SES Conference soon!

Best regards,

Mike Grehan, ChairSES AdviSory BoArd ChAirGloBAl vP, ContEnt inCiSivE MEdiA

Matt McGowan MAnAGinG dirECtor, north AMEriCAinCiSivE MEdiA

SES ADVISORY BOARD

Comprised of both industry thought leaders and real-world practitioners, the Search Engine

Strategies advisory board brings together top players in the field of interactive media and

search. The team works to deliver continually cutting-edge search techniques, more inte-

grated and relevant content, and professional development resources to SES attendees.

Mike Grehan, ChairGloBAl vP ContEnt SES/SEArCh EnGinE WAtCh/CliCkZ

Marilyn CraftsSEnior ProGrAM dirECtorSES AdviSory BoArd CoordinAtorSES ConfErEnCE & ExPo

Anne F. KennedyintErnAtionAl SEArCh StrAtEGiStBEyond ink USA

Jonathan AllendirECtor SEArChEnGinEWAtCh

Bryan EisenbergBEStSEllinG AUthorBryAnEiSEnBErG.CoM

Jon MyershEAd of ACCoUnt MAnAGEMEntyAhoo! Uk & irElAnd

Matthew BaileyPrESidEntSitE loGiC MArkEtinG

Paul FeganhEAd of E-lEArninG inCiSivE MEdiA

Lee OddenCEotoPrAnk onlinE MArkEtinG

Chris BoggsdirECtor, SEo, roSEttA

Andrew GoodmanPrESidEntPAGE ZEro MEdiA

Laura RothConfErEnCE ProGrAM & trAininG MAnAGErSES ConfErEnCE & ExPo

Mikel ChertudiSr. dirECtor, onlinE & dEMAnd MArkEtinG AdoBE

Bill HuntPrESidEntBACk AZiMUth ConSUltinG

Crispin SheridanSr. dirECtor of SEArCh MArkEtinG StrAtEGySAP

Eddie ChoiMAnAGinG dirECtorfrontiErS diGitAl

Aaron KahlowChAirMAn & foUndEr, onlinE MArkEtinG SUMMit

staffMatt McGowan

Md, north AMEriCAMike Grehan

GloBAl vP, ContEnt

Sharon MorabitohEAd of EvEntS, AMEriCAS

Program DevelopmentSEnior ProGrAM dirECtor

ConfErEnCE ProGrAM MAnAGErhEAd of EvEnt ContEnt (Uk) ConfErEnCE ProdUCEr (Uk)

Marilyn CraftsLaura RothLorna CandyIrina Gaspar

Operations (UK)

oPErAtionS MAnAGEr oPErAtionS ExECUtivE

Steve BrownEmma Battman

ClickZ & Search Engine Watch

ExECUtivE Editor, CliCkZdirECtor, SEW

MAnAGinG Editor, nEWSSEnior Editor, nEWS

StAff WritErCoPy Editor

ASiA dESk Editor

Anna Maria VirziJonathan AllenZach RodgersKate KayeChristopher HeineCaitlin RossmanAdaline Lau

Sales & Marketing

SAlES dirECtorS

ACCoUnt ExECUtivEdirECtor, CliEnt SErviCES

MArkEtinG dirECtorMArkEtinG MAnAGEr

MktG MGrExhiBitionS (Uk)WEB dESiGnEr

onlinE oPErAtionS MAnAGEronlinE oPErAtionS ASSoCiAtE

Andrew KatzElaine MershonElaine RomeoPeter WesterholmElizabeth HustonJoAnn SimonelliAngela ManAmy XuJessica WatkinsRebecca HolzLouise LabergeAleksey Gershin

Magazine

EditorContriBUtorS

Dawn CavalieriChristian ArnoStephen CroomeKevin GibbonsAndrew GoodmanJake LangwithDave Naylor

Corporate

ChiEf ExECUtivEGroUP MAnAGinG dirECtor

Tim WellerJames Hanbury

SES: Volume 6, Issue 1 | February 2012 2012 Incisive Media plc

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sesconference.com SES 3

Meet the Experts at SES London 2012

A new session format is taking the SES Conference series by storm, and its 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 rushthere 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

SEO and PPC

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 www.SESLondon.com.

See pages 1821 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 theres 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 o