Bob Tripathi is with Sears Holdings as marketing manager, responsible for all digital marketing initiatives including SEO, paid search, social media, and other digital channels. Prior to Sears, Bob spent a number of years with Discover Financial Services as in-house search marketing strategist, managing enterprise-wide organic search and paid campaign strategy. Bob specializes in setting online search marketing strategies and building SEO best practices into the workflow of large organizations. Bob has more than seven years of hands-on experience in SEO and managing PPC campaigns in both B2B and B2C industries. Over the years, he has worked with businesses of all sizes, helping them generate revenues and achieve positive ROI with search engine marketing. Bob has a B.A. in international business and marketing from Eckerd College in Florida. He is a co-founder of SEMPO Chicago Working Group and also serves on the in-house search committee at SEMPO. Bob also does training on In-House SEO and other topics at www.instantetraining.com.