, managing both organic SEO and paid-placement PPC strategies.
Alan has been working within the electronic marketing industry since 1990, and specifically with Internet-scale search engines since 1995. He has personally developed a number of worldwide patents in search engine technology and was the lead developer of Search Mechanics, a product designed to help professional webmasters make their sites more search engine friendly. He is also a regular speaker at Search Engine Strategies.
Alan specializes in dynamic sites. He has written numerous articles in this area and provides consultancy to clients who wish to overcome problems caused directly or indirectly by their dynamic sites.
A site's architecture is critical to the success of its search engine marketing, be it an organic SEO campaign or a PPC campaign. Get the architecture wrong and you can cripple your ability to market your site effectively in search engines, including PPC engines. This is a particular threat for major branded products, which may enable competitors and lesser companies to develop strongly in a potential online "brand vacuum."
Alan will point out the most common mistakes, how to avoid them and how to rectify them if you have already made them. Alan will be discussing both technical architecture and information architecture, as both are equally crucial for creating the maximum business opportunity.
Alan is an industry leading advocate of best practices in Search Engine Marketing and believes both customers and suppliers need to assert their right to be treated fairly within the SEM environment. He works directly with search engines to achieve this. In 2001 he wrote the widely acknowledged White Paper "The Classification of Search Engine Spam, still used as a reference today throughout the industry.
The techniques Alan will be discussing all adhere strongly to industry best practices and the ultimate objective of building successful online businesses.
