Condensing the essentials of search engine marketing into a one-hour session is a formidable challenge. This morning at SES London Dr. Ralph Wilson, Founder and Editor-in-Chief of Web Marketing Today, took on this challenge (In the interest of full disclosure I periodically write for this publication). Ralph provided a clear concise introduction to the lingo and processes for organic and paid search. As with any introduction, there is the challenge of offering enough meat on the bone to satisfy those who are at an intermediate or beyond level without losing the beginners. From the large number of delegates actively taking notes, Ralph's presentation was very well-received and offered plenty for everyone.
All of us who either market or provide search engine marketing services would have benefited from this session, for Ralph offered a clear roadmap just what we must provide clients not yet familiar with our services and processes. There were some nuggets – “be sure to scatter clues throughout the site.” These are essential messages that we deliver to clients, but it is not until it is put in context that is truism comes alive, as it did for the audience this morning.