Stress Tests for SEO, SEM, PPC at SES New York

Regulators are putting banks through stress tests to determine whether they have adequate capital. And if you look at the SES New York conference agenda, you’ll see that you can put your SEO, SEM and PPC programs through some pretty rigorous stress testing at six express site clinics that will be held in the Expo Hall.

Now, why would you want to do that? For starters, you can get some free advice from SEO, SEM and PPC experts. In addition, you’ll get an honest opinion from search engine marketing specialists who will tell you the truth, the whole truth, and nothing but the truth, even if it hurts.

For example, the first clinic is being taught by Shari Thurow, the Founder and Search Engine Optimization (SEO) Director at Omni Marketing Interactive. I first met Shari at Search Engine Strategies Spring in Boston — back in 2002. And I’ve learned that she’ll tell you exactly what she thinks — without fear or favor.

And you’d be a fool to ignore her recommendations. Shari has a 100% success rate for getting client sites ranked at the top of search engines — and her clients include Yahoo, Microsoft, America Online, ABC News, HSBC, Expedia, Deloitte and Touche, National Cancer Institute, and WebMD.

Shari is holding an “Express Search Usability Clinic” on Tuesday, March 24, from 1 to 2 p.m. You can get one-on-one advice for usability, design, copy, link development, and any technical issues that may prevent your Web site from receiving high quality search engine traffic and visitor conversions.

Need another example? Check out the “Power PPC Advertising Clinic” being taught by David Szetela, the CEO of Clix Marketing, on Tuesday, March 24, from 2 to 3 p.m. I’ve known David even longer than Shari. Back in the 1990s, we both worked together at Ziff-Davis Publishing.

I’ve never known David to pull a punch — on his company’s blog, in his weekly Profitable PPC column published by Search Engine Watch, or at search and advertising industry events. And Clix is also one of the few agencies paid according to their performance — as a percentage of profit or a commission per sales lead generated.

You can get your Google AdWords PPC advertising campaigns and landing pages expertly analyzed, with specific recommendations for improvement and optimization. Or just come to watch and learn a wide range of tips and best practices!

The third Express Site Clinic is being taught by Jonathan Mendez, Founder and CEO of RAMP Digital. It is entitled, “CPA Optimization Station,” and will be held on Tuesday, March 24, from 3 to 4 p.m.

Now, I don’t know Jonathan as well as I know the other presenters, but here’s what I do know: Jonathan authors the popular marketing blog Optimize & Prophesize. And he has provided expert pre-click and post-click strategies and execution for online testing, targeting and optimization to some of the world’s leading brands and businesses, including Amazon.com, Ameriprise, Disney, Citibank, H&R Block, IBM, Intuit, Microsoft, Monster.com, Sears, and T-Mobile.

With advertising dollars more accountable than ever, optimizing your Cost Per Acquisition or Cost per Action (CPA) has never been more important. So, you should take advantage of this rare opportunity to sit with Jonathan as he finds ways to improve your ROI. He will perform strategic evaluations and provide actionable insights on the consumer touch-points in your conversion path — keywords, ads, landing pages and registration/checkout. Jonathan will also offer test ideas for use with Multivariate & A/B testing and advice on how to use emerging marketing technologies to further improve your results.

These stress tests will let you know if your SEO, SEM and PPC programs can do heavy lifiting. But wait, there’s more!

On Wednesday, March 25, Matthew Bailey, the President of Site Logic Marketing, will hold a clinic entitled, “Small Changes, Big Results,” in the Exhibit Hall from 1 to 2 p.m. Now, what can I tell you about Matt that I haven’t already revealed — in about 120 articles, blog posts or video interviews? (Those of you who know that I went to the University of Michigan understand how hard it is for me to say warm, fuzzy things about a guy from Ohio, but I’ll try. Hey, the Michigan-Ohio State rivalry is even a Wikipedia listing.)

Matt and I are both members of the Market Motive faculty, which has been called the “Internet marketing dream team.” He is the primary trainer and developer for The Direct Marketing Association’s Search Engine Optimization Certification program, and the trainer for the DMA’s 2-Day Website Marketing Seminar. This year, Matt was selected as the Direct Marketing Association’s emissary to France because of his expertise in search marketing. (Coming from a Wolverine, that’s high praise for a Buckeye.)

If you need some help, or just another pair of eyes to check your website, then the Express Clinic with Matt will help you identify minor changes in your website that could provide major results. If you are particularly daring, bring the access to your analytics (if they are hosted online), and he will really dive in! (Actually, we are good friends and are both co-presenting the First Timer’s Guide to SES and SEM at SES New York. So, we don’t let football get in the way of our friendship … except on one Saturday each fall. Oh, and maybe on New Year’s Day.)

Now, I mentioned earlier that the SEO, SEM and PPC experts holding these Express Site Clinics will tell you the truth, even if it hurts. My fifth example of this is the title of the next clinic: “Your Baby Is Ugly – Landing Page Mini-Critiques.” It will be held on Wednesday, March 25, from 2 to 3 p.m. by Tim Ash, President of SiteTuners.

Tim Ash is the author of the bestselling book “Landing Page Optimization,” published by Wiley. He is a contributing columnist to several publications including Search Engine Watch. And he has also worked with Verizon Wireless, American Express, Sony Music, American Honda, COMP USA, Harcourt Brace, Universal Studios, HomeGain, Fair Isaac, TransUnion, Rand McNally, Red Envelope, Black & Decker, and Coach to develop successful Internet initiatives.

If your landing page has severe and fundamental problems or if you think it could have a much higher conversion rate, join Tim on the exhibit show floor for complimentary mini-critiques. His firm offers consulting, full-service flat-fee guaranteed-performance tests, and advanced software tools for landing page optimization. (Tim’s Salsa dancing is pretty impressive, too.)

Finally, you’ll want to attend the clinic entitled, “Dave Naylor Search Marketing,” which will be taught by none other than David Naylor, SEO of Bronco, on Wednesday, March 25, from 3 to 4 p.m.

David, more commonly known as DaveN, is constantly developing new optimization techniques and has the uncanny ability to see algorithmic changes before most other SEOs. He has a proven track record of successes in some of the most competitive markets. And his blog is well known for its down to earth, yet informative approach on all SEO issues.

If you have ever wanted the chance to have an industry leading SEO take a look at your website, if you want to get an honest and often brutal opinion on whether it is any good, then Dave is available to do a mini site clinic for you. You’ll be amazed at the information you will glean within seconds of the analysis.

A few final words of warning for those who put their SEO, SEM and PPC programs through one or more of these stress tests at SES New York. First, these PowerPoint free, interactive clinics are “first-come, first-served.” Second, if you can’t handle the truth, don’t get your Website reviewed live by one of these SES experts.