SearchEngineWatch.com set the standard for information about search engine marketing. Its Search Engines Strategies conference is the gathering place for experts and newbies alike to network and learn about the latest tools and techniques. EcommerceBytes Insider talked to Matt McGowan about the show and how small online retailers can get the most out of attending the conference.
Matt is Vice President and Publisher for Incisive Media Plc and oversees all marketing activities for the ClickZ Network and SearchEngineWatch.com in addition to their respective trade show series, ClickZ Events and Search Engine Strategies. Prior to joining Incisive, Matt was a Vice President at PropertyRoom.com, where he oversaw all Sales, Marketing and Operations for the auction services company. Earlier in his career, Matt developed an e-business strategy for the multinational publishing house, Pearson Plc, and prior to that, Matt worked on the institutional desk for Schwab Capital Markets and Trading.
AuctionBytes: What are the major benefits of attending Search Engines Strategies (SES) in New York later this month?
Matthew McGowan: Other than the single largest opportunity to network with your digital marketing peers, there will be over 100+ technology providers, agencies and search engines waiting on our search marketing expo hall floor to discuss best practices and showcase their newest offerings, SES NY also offers delegates 70+ sessions in which they will learn:
- Learn how search engines rank web pages and how you can optimize yours to out-rank your competitors.
- Links to your website are vitally important. Discover methods of link building that keep your brand in front of potential customers.
- Increase traffic via organic listings, adhere to search engine guidelines and avoid "spam" penalties.
- Learn to rank better with pay-per-click advertising and how to do it right.
- Improve user experience by testing and tuning landing pages to ensure high conversion rates.
- Use analytics to track performance and generate maximum ROI using free and paid software.
- Network with peers and experts to learn the latest tips and trends in the search marketing industry.
AuctionBytes: Marketing and advertising folks attend the Search Engines Strategies conferences, but can small online retailers benefit from attending?
Matthew McGowan: Small online retailers make up about 20% of our audience at Search Engine Strategies New York; in fact many tell me this event is one of their best kept secrets (shhhh!). Why? Small retailers have limited advertising and marketing budgets - exactly the type of businesses that should be executing smart search campaigns, both PPC and SEO. SES New York is basically a boot camp in Search, you get everything you need to know, plus all your questions answered in one week.
AuctionBytes: With the economy sagging, do you expect to see anything different at the show? Is there anything you're noticing in the search engine marketing industry as a whole as a result of the global recession?
Matthew McGowan: Search is now front and center - we are currently observing a weakening in demand for CPM based advertising campaigns, most of which are brand focused. More and more advertisers (small, large and everything in between) are beginning to demand cost per action (CPA) based campaigns… Search is well positioned to offer this - cost per click (CPC), cost per lead (CPL) and more. Why? Because once you know what it costs you to close a sale, you theoretically should be willing to pay up to that cost to close it... in accounting speak the campaign becomes a "cost of sale" and comes out of the advertising and marketing budgets, moving above the line.
AuctionBytes: I notice the show has a live "Extreme Makeover" feature - how does it work, what was the inspiration for that idea, and is it something all attendees can observe?
Matthew McGowan: The extreme makeover session should be quite exciting and yes, it is something our delegates have been asking for. We have lined up some of the best talent in the website usability space (Bryan Eisenberg, Tim Ash, Christine Churchill and Ethan Griffin) who will analyze the metrics, usability and persuasion ability of 3 companies websites pre-selected for the session (interested in having your site analyzed for free? Submit today!) The experts will work with these companies to redesign a key page and then set up that redesign in an A/B test. For those of you out there who are thinking you might need to update your sites, this session will instruct you on how to identify the critical barriers to success. You'll learn key things to look for, obstacles to avoid and the key considerations when optimizing your website for conversion.
If you don't get selected be sure to stop by the FREE Express Site Clinics on the search marketing expo hall floor.
AuctionBytes: How much does it cost to attend Search Engines Strategies, and how do attendees make it pay for them?
Matthew McGowan: SES NY is more than worth the registration fee. I hear it time and time again, a couple thousand dollars investment and a year's worth of actionable intelligence to take your marketing and web presence to the next level. In addition Ina, because we go way back (as you know I used to run PropertyRoom.com) here is a 30% discount code for your readers. Enter NY30AB in the Priority Code section on the first page of the registration form, you won't be disappointed, I guarantee it!
AuctionBytes: Do you have specific advice on getting the most out of the show? How important are the sessions versus the exhibit hall? Are there opportunities for attendees to network with each other?
Matthew McGowan: SES NY has a ton to offer. For those who book conference passes and come to the sessions they are guaranteed to leave with pages upon pages on actionable notes - I have seen people with 2 notebooks full! For those who come for the expo hall only, they will meet over 100 technology companies who offer services to make their lives easier in addition to having access to the Keynotes, Orion Strategy sessions, Vendor Workshops and express site clinics on the expo hall floor. The registration info page clearly breaks it all down here.
AuctionBytes: Where can people go to learn more?
Matthew McGowan: More info on SES NY and our other SES events can be found at SearchEngineStrategies.com. If you can't make an event or if you are looking for something specific right now check out ClickZ, the largest and most comprehensive source of digital marketing and advertising news and best practices and Search Engine Watch, the largest and most comprehensive source of Search Engine Marketing (SEM, PPC & SEO) news, best practices and more.
