ses magazine february 2012

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  • 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








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










    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.



    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.

    Follow SES at

    Access the SES London mobile app for the latest information. Stay informed with up-to-the-minute notifications

    Organise your schedule easily using the Schedule-at-a-Glance function

    Receive alerts and important real-time communications from the SES Team

    Connect to the conversation with the built-in Twitter feed

    Rate and comment on the sessions you attend

    Locate exhibitors you want to visit

    Save and share photos of your show experiences

    Use the Friends feature to network and exchange info with other attendees

    or visit search for SES London in the App Store

  • 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,

    And dont forget these upcoming events:

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

    SES New York, 1923 March, Hilton New York (

    SES Shanghai, 1618 April, InterContinental Shanghai Puxi (

    SES Toronto, 1113 June, Hyatt Regency Toronto (

    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


    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



    Dawn CavalieriChristian ArnoStephen CroomeKevin GibbonsAndrew GoodmanJake LangwithDave Naylor


    ChiEf ExECUtivEGroUP MAnAGinG dirECtor

    Tim WellerJames Hanbury

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

    To subscribe, contribute, or view past issues,

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

    Comments? Want to unsubscribe? E-mail us

    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

  • 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

    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