Search Engine Optimization News Blog

SES 10^th annual event is going to take place in San Jose, California between 18^th and 22^nd of August. San Jose is an apt place for this event because it has the highest number of internet and software companies. Delegates can expect to learn a great deal through this event which has scheduled over 70 sessions that are designed to cover everything relating to internet search. A large number of networking companies have registered themselves for this event including Google Dance and Search Bash.

The conference will try to learn how to increase various aspects of Search Engine Marketing opportunities in this corporate environment that is constantly in flux. The conference will also make sure to educate the participants of the current industry scenario, latest tools, modern search engine algorithms and latest search engine optimization tools. If you are in Search Engine Marketing business or in the Internet business then you certainly cannot afford to lose this opportunity.

Who is organizing this event? World’s leading SEM specialist and authority Kevin Ryan is organizing and hosting this event. Organized by such a renowned personality you will know what to expect out of this SES event. This will also give you an opportunity to meet all world famous internet personalities. This event will provide real time SEM and SEO approaches that can be used produce tangible results in the path of your business success. You can learn everything you ever wanted to know about search engine optimization and search engine optimization. You will be able to discuss with your counter parts from the other parts of the world about the latest SEM trends that you can effectively employ to promote your and your clients’ websites.

The 10^th Annual SES event has invited distinguished speakers and this panel of distinguished speakers includes, Kevin Ryan, Lee Siegel, Satya Nadella, Dan Heath, Matt Cutts and Kirsten Mangers.

This event is designed to teach SEM professionals how the latest trends in the search engine technology list websites, how to get free organic traffic by developing search engine friendly websites, how to buy listings that will guarantee rank to your website and your company, how to calculate and increase ROI of search marketing measures that you take, how to do link building that will bring traffic to one’s website and above all how to save oneself from the penalties of spamming. The sessions will also cover area on how to profit from the ever changing web search trends and how to come up with effective strategies that will accommodate possible future changes.

The participants of this even is sure to benefit from the 70+ sessions organized and will certainly draw new insights into Search Engine Marketing, Search Engine Optimization and paid advertisement. Gathering of thousands of SEO and SEM professionals will certainly bring about an enriching experience. Many business tie ups too are expected to emerge out of this SES event. Many SEM professionals will return back home with their bags full of new SEM strategies and insights.

IAB or the Interactive Advertising Bureau and Bain & Company had conducted a benchmark study recently and according to that study results that was announced today more and more online publishers have started using ad networks which are considered as sales intermediaries so as to get rid of the excess inventories. In 2006 only 5% of the total ad impressions were sold via ad networks whereas this figure soared to 30% in just a year. You can refer “Digital Pricing Benchmarking Study” from Bain for more information on the study. Bain is one of the global business consulting firms and it conducted this study in coordination with the IAB.

What does this increasing figure signify? There is a under current that is strongly developing alongside the improving search engine optimization techniques. If a company uses an ad network then the results are immediate where as to obtain results via search engine optimization one has to wait for a period of 3 months at least and in Internet time it amounts to three years. So what companies do is to combine their promotional efforts by going to the ad networks to keep the referral levels high and at the same time trying to strengthen their SEO strategies.

The increasing level of the use of ad networks has increased the ad revenue for the publishers in the range of 20% to 30%. This has lead to a situation whereby the publishers are holding excess inventories. This may lead to drastic price erosion.

As part of the study, interviews were conducted with online publishers and these interviews threw additional light on the issue, there were no technological backing such as inadequate pricing tools, lack of inventory management leading to the increase of ad space. All these lead the publishers to find more ways to sell huge inventories of ads that are not sold. As publishers to not have basic information on actual prices and inventory that are sold by the client, management’s ability gets limited when it comes to effective decision making.

The benchmark study is an eye opener that indicates that we need more effective yield management for premium publishers so that strong partnerships between publishers and ad networks can be made. All the publishers have to move to strategic approaches for an effective use of ad networks.

As per the study, higher revenues are possible by using multiple ad networks rather than sticking to a single ad network. We really don’t need a bench mark study to tell us this common sense approach.

Some of the recommendations offered by the benchmark study suggest that both publishers and ad networks have to move forward towards higher realized pricing so as to enhance the positive results of the collaboration. All the publishers should employ more disciplined strategies to handle yield management. Furthermore, close partnership between the ad networks and publishers so as to tap on the revenue generation potential. This benchmark study has a lot to tell the SEO and SEM companies regarding the changing trend among the advertisers and website owners. Unless effective SEO strategies are employed they may soon lose out on their market to ad networks.

This seems to be a season of alliances and tie ups. The next in the list is Yahoo owned RightMedia and LucidMedia. Where do they see the common ground? They see a whole lot of ground to play with Contextual Advertising. LucidMedia is basically an online contextual advertising company. Yahoo’s RightMedia Exchange which is considered to be the largest advertising platform of the Internet is going to use the services of LucidMedia. LucidMedia is to help RightMedia to display highly targeted contextual advertisements in RightMedia Exchange

The beta phase was already launched in May which has turned out to be a successful partnership between the two giants. This partnership is to take RightMedia to the next rung of their growth ladder. It targets both buyers and sellers the advertisers advertisements that appear on the content publisher’s sites will get more focused and highly targeted with this tie up. RightMedia Exchange will become all the more powerful by providing the buyers and publishers with 60 vertical channels through which the can categorize the advertisement in the advertising inventory.

According to Bill Wise, the General Manager of RightMedia, “LucidMedia’s ClickSense technology will significantly help increase the prospective yield of a publisher’s available inventory and improve an advertiser’s ability to contextually target ads to relevant content and categories through the Right Media Exchange”. RightMedia is hoping to support LucidMedia’s ClickSense in their exchange through this high profiled partnership. Though the tie up is one of the latest outcomes, there was already a good working relationship between RightMedia and LucidMedia. RightMedia gradually came to the realization that the contextualized advertisements are the only way forward for greater success and obviously greater revenue.

RightMedia users can now target their ads through 60 categories that include automotive, finance, sports, clothing and apparel, recreation, etc. If you are a publisher you have some good news with this tie up, you will be able to get higher CPM and for the advertisers too this tie up has something positive to offer, they will be able to optimize their campaigns better and improve the performance.

Publishers will not be able to allow the advertisers to target their inventory through the relevance of the products to the web page’s context. ClickSense has a very powerful contextualization engine which was perfected over a period of 10 years which can now resolve the true meaning of content at the page-level. This tie up which is announced now has a behind the scenes history of several months. The beta phase has shown great scope for the success of this tie up. As we can expect, LucidMedia is really proud to extend the capabilities of ClickSense’s contextualization search engine to RightMedia Exchange. This will increase the conversion rate for the publishers and the success in this area is expected to help RightMedia to fight its competition better.

ClickSense seems to be the most transparent tool that reports up to impression level making it possible for each impression to be tracked.

This partnership is undoubtedly an open effort to capture the Google market.

For those of you lucky enough to make the trip, the SMX Advanced Conference will be held June 3rd and 4th at the Bell Harbor International Conference Center in Seattle.

An evening reception on June 2nd is planned at the Olympic Sculpture Park to kick of the event, then the expo hall will open at 10:00 the next morning after a 45 minute keynote speech by Microsoft’s Kevin Johnson.

The schedule for June 3rd is jam packed with everything from link building to search marketing and conversion optimization. It culminates in another 45 presentation, this one delivered by the longtime Googler and spam fighter Matt Cutts.

SMX After Dark will allow mingling and networking to continue at the Odyssey Maritime Museum until 9:00 PM.

June 4th will be ‘developer day’, with seminars on organic and paid search continuing throughout the day and a heavy emphasis on website evaluation and review.

For those unable to make the trip, news on the event will be available here next week!