Big Site/Big Brand SEM - SES San Jose 2005

Big Site/Big Brand SEM is one of our popular sessions that is returning to SES San Jose 2005. As the title says, if you have to deal with issues applying to a giant web site or oversee work for a major brand, this is the session for you. It especially looks at what you might call "industrial-strength" or "enterprise" search marketing from the perspective of those who do this work in house.

Bill Hunt and Mike Moran kick things off looking at how a giant brand with multiple big sites, IBM, deals with ensuring it is search engine friendly despite having over 20 languages that it publishes in, not to mention multiple departments with different goals. Both are veterans of this panel who in fact have assembled so much knowledge over the years that they've also got a book coming out soon: Search Engine Marketing, Inc. : Driving Search Traffic to Your Company's Web Site.

Marshall D. Simmonds is another veteran of this panel. He doesn't have a book coming out, but I don't know when he'd find the time. Marshall's long overseen search marketing work for About.com. Now that About.com has become part of the New York Times, Marshall's new role of as vice president of enterprise search marketing is keeping him plenty busy.

Martin Laetsch from Intel oversees search marketing for the company on a worldwide basis. Martin's been on the panel before to take part for Q&A, but now we've got him as a regular speaker to present in particular on the challenges of balancing the issues of paid search. He'll tell you what it's like when you have different parts of the company that all seem to think they should rank number one for "pentium" and how you keep them from outbidding themselves -- and Intel -- out of the market.

After the presentations, there's a good 40 minutes or so for Q&A and discussion.