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Podcasts & Whitepapers

November, 2007	Centralized Search Marketing: A Programmatic Approach to Success
	Senior Director of Search Strategy, Martin Laetsch will discuss the benefits of centralizing search in large enterprises, Search Marketing Program Office organization structures that work and proven best practices in reporting and optimization. Key topics include: Knowing which Search Marketing functions to centralize (and which are best to decentralize) Managing and organizing a centralized Search Marketing Program Office Optimizing SEM performance and budgets in a centralized environment
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November, 2007	Understanding Sources of Referral: Searcher Behavior for Consumer Electronics Retailers
	This session discusses the Quality-of-Visitor from search engines versus direct traffic and other referral traffic with regard to consumer electronics; as well as which search engines drive the most qualified traffic for consumer electronics, ad CTRs, latency, and conversion rates. The Nielsen MegaView Search, the MegaPanel-based custom analysis, as well as MegaPanel-based Referral Reporting are also discussed in this session.
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July, 2007	Best Practices for Search Marketing Planning and Execution
	This session discusses the continual growth of competition for high-performing search terms within the industry, as well as the understanding of current competitive performance being essential to success. Key topics include best practices for keyword expansion in order to drive additional traffic and conversions, determining share of traffic, the optimizing of Gold Word Performance for both Paid and Organic search, and how to measure the overall market potential for paid search activities.
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May, 2007	Measuring the Value of Search Marketing in Complex Business Environments
	This session provides an overview of search engine marketing value models. These models provide global organizations with a mechanism to quanitfy and optimize the ROI of paid search advertising. Key topics include understanding the complexities and elements involved in measuring search marketing ROI, developing search marketing value models for non-ecommerce websites, and best practices for measuring search marketing in B2B, channel- and media-driven organizations.
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April, 2007	Best Practices in Global Search Marketing
	This is the fifth event in SEMDirector’s successful web seminar series. "Best Practices in Global Search Marketing" will focus on the importance of search marketing to global marketing efforts and initiatives. Key topics include critical search marketing trends in Asia/Pacific, EMEA and Latin America, tactics and methodologies for succeeding in global search marketing and best practices for managing global search marketing.
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March, 2007	Enterprise-scale SEO: How to Operationalize Search Engine Optimization
	Search engine marketing can be an extremely complex endeavor - especially when it must involve numerous domains and thousands of keywords across multiple search engines, languages and geographies. This session will provide strategies and tactics to help you create and operational roadmap for organic search engine optimization.
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February, 2007	Why Every CEO Needs to Know About Search
	Search marketing is now on the radar -- of your CEO and many Wall Street analysts. This session discusses which metrics and measurements of search and interactive marketing matter to high level executives and how some forward-thinking organizations have used search engine marketing to positively impact the bottom line.
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November, 2006	SEMDirector and Gartner present: "Maximize SEO Results & ROI by Leveraging IT"
	This session features highlights from the latest CMO survey conducted by Gartner and insights from Gartner's Senior Analyst, Andrew Frank. Designed specifically for corporate search managers within large global enterprises.
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January, 2007	Searching for Customer Retention: Maximizing Current Customer Profitability through Effective Search Engine Marketing
	For most businesses, having regular customers that provide a consistent stream of revenue is an important goal, especially since existing customer sales produce the highly-prized outcome of increased profitability.
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September, 2006	Refining Best Practices for Search Marketing Automation Campaigns
	The SEM Maturity Model and the associated white paper are designed to help chief marketing officers and corporate search marketing managers assess their current capabilities and build the infrastructure necessary to make search engine marketing a key component of their global campaign management.
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