How to Optimise a Paid Search Campaign

Successful Online Advertising — Auckland, NZ

August 23rd, 2005

Panel Moderated by

  • SEM campaign optimisation – what is it, and what are the benefits?
  • What services and tools are available to manage the process (ie. bid management).
  • Tips from the experts – practical techniques used by the professionals to interpret and improve performance

Moderated by Stephan M. Spencer – President, Netconcepts
Kate Vale – Head of Advertising & Sales, Google
Jon Ostler – Technical Director, First Rate

RSS, Blogs, And Search Marketing

Search Engine Strategies — San Jose, CA

August 9th, 2005


This session explores how search engines are dealing with blog and webfeed (RSS/Atom) content and why providing such syndicated content can drive new search-related traffic.

Natural Search Optimization and Website Development Clinic

eTail East 2005 — Philadelphia

August 2nd, 2005


Another innovation at eTail. Set away from the hurly burly of the conference, we are providing you with the opportunity to get an in-depth diagnostic treatment for your site.

4 dedicated stations will help you optimize every element of your website, from Search, to Analytics to CRM and Visualization, there is a cure for every pain point! Make sure you sign up for your 30-minute session today.

Search Lessons Learned: REI, Northern Tool Share Successes, Struggles and Opportunities with Paid and Natural Search

Annual Catalog Conference — Orlando, Florida

May 24th, 2005

Panel Moderated by

PPC and natural search engine marketing initiatives, when properly executed, can drive tremendous growth in traffic, sales and conversion rates.

  • Hear from leading marketers about what’s gone right, what’s gone wrong, and opportunities that still remain.
  • Gain valuable insights on the processes behind systematically optimizing an e-commerce site and effectively launching and scaling a PPC program.
  • Learn best practice approaches.
  • Understand the metrics that matter. And learn from two of the best in the business.

Stuart Larkins, Vice President Partner Services, Performics
Brian S. Klais, Vice President eBusiness, Netconcepts
Nathan Miller, e-Commerce Marketing Manager, Northern Tool & Equipment
Jennifer Rodriguez, Manager Online Customer Acquisition Programs and Strategy, Recreational Equipment Inc. (REI)

Search Engine Optimisation – Black Art or Sweet Science?

Search Engine Room — Sydney, Australia

April 12th, 2005

Panel Moderated by

This panel examines the latest trends in Search Engine Optimisation (SEO), focusing on keyword research, management and execution. Learn how to create an effective SEO campaign and attract the right customers to your site.

Natural (Organic) Search Engine Optimization: Hard Facts, Real Lessons, Insider Secrets

Catalog Age Webinar — Online

March 9th, 2005

Webcast by

The search algorithms of Google, Yahoo, and MSN power about 95% of all Web search queries, making high-ranking search listings in these three engines a marketer’s dream. With over 70% of search result clickthroughs going to the natural (unpaid) search results pages and the “implied endorsement” that goes with a top natural listing, it’s essential that marketers gain mastery in natural search optimization. Besides, where else can you reach such high penetration to highly qualified prospects at zero cost per click?

While natural search listings deliver untold millions in sales to some of the Web’s savviest online retailers, most Web sites are not properly designed to reach this market. How can you adjust or revamp your site so that the engines will love it?

Join Stephan Spencer, President of Netconcepts, Shaun Ryan, CEO of SLI Systems, and Joan Broughton, VP – Multi-Channel Programs at REI during this rich presentation to learn the essential strategies of putting the search engines to work for your Web site. You’ll learn the secrets of how to:

  • Estimate missed opportunity costs
  • Sell your SEO initiative to upper management then resource it effectively
  • Ensure the search engine spiders crawls 100% of your site, including dynamic pages
  • Design your pages to dominate rankings
  • Build your importance score and pass it on effectively using your internal hierarchical linking structure
  • Check your site’s natural search “pulse”
  • Avoid getting banned/penalized by the engines
  • Leverage your internal site search for search engine fodder
  • …and much more!

Join us for an information-packed hour of concrete advice, definitive answers, best and worst practices, real-life examples, and interactive critiques.

Watch the archived webinar

Download: MPEG 4 (68 MB)


Stephan Spencer, Founder & President, Netconcepts

Stephan has been helping companies exploit commerce opportunities online since 1995. Clients include REI, Verizon, Gorton’s, Kohl’s, Cabela’s, to name a few. Stephan started Netconcepts in 1995 and grew it from a one-person Internet consultancy to what it now a multi-national interactive agency, specialising in web design and ecommerce with search engine optimization built in.

Dr Shaun Ryan, CEO, SLI Systems

Shaun Ryan combines commercial experience and academic expertise to lead a company that consistently improves the search experience of millions of online shoppers, customers of stores like Etronics, Any Mountain and Harry and David. His commercial background includes positions with NBCi and consulting to organizations like international health technology company Invacare. With a PhD in Artificial Intelligence from the University of Canterbury, Shaun was one of the founders of SLI Systems’ unique learning search technology.

Joan Broughton, Vice President of Multichannel Programs/Online, Recreational Equipment, Inc. (REI)

Service to REI since 2000. Former executive at Office Depot and America Online. Currently oversees strategy and operations of REI’s Multichannel Programs and Online businesses, including,, and REI Adventures. Serves on the boards of the American Hiking Society and, an online retailer association. Enjoys hiking and running.

Global Village: Instant Opportunities Now

Fresh Network Technology Breakfast — Auckland

March 9th, 2005


Before Google arrived on the scene the value of searching was totally underestimated. Google’s mission is to organise the www’s information and make it accessible. Search engines are the 2nd most popular use of the web, behind emails. The future as seen by Google founder Larry Page: “the ultimate search engine would understand exactly what you mean and give back exactly what you’ve been trying to achieve”. It is expected to see companies changing current online ads to more measureable search engine marketing type ads.

Kate Vale, AdWords Manager – Australia, Google Inc.
Stephan Spencer, Managing Director, Netconcepts

Web Feeds, Blogs & Search

Search Engine Strategies — New York

March 1st, 2005


This session explores how search engines are dealing with blog and webfeed (RSS/Atom) content and why providing such syndicated content can drive new search-related traffic.

Maximizing Your “Natural Search” Channel: SEO That Really Works

MarketingProfs virtual seminar series — online (webcast)

November 18th, 2004

Webcast by

Imagine an online ad that costs you nothing per impression, guarantees both a local and worldwide audience actively seeking your products and services, and offers 6 times the click-through rate of a banner ad… a search engine listing.

Search Engine Optimization (SEO) is the ultimate targeted, low cost and high return weapon in the e-marketer’s promotional arsenal.

Learn how to maximize your reach through the “organic” (unpaid) results in the search engines:

  • Which search engines to target
  • Keyword research tools and tactics
  • Writing copy that “sings” to the search engines
  • Benchmarking against your competitors
  • Link building strategies that work
  • Optimal search engine architecture
  • Best practices to emulate
  • Scams exposed
  • Case studies – including the “inside scoop” on what worked and what didn’t
  • Making your e-commerce or database-driven site “search engine friendly”
  • Measuring the return on your search engine marketing investment
  • Developing a search engine marketing plan
  • Criteria for selecting a search engine marketing agency
  • Online tools and resources

Integrating Email Marketing and SEO Into Your Marketing Mix

Auckland Chamber of Commerce e-Nabling Business — Auckland, New Zealand

October 13th, 2004

Seminar by

A workshop featuring practical tips and solutions for integrating the latest email marketing and search engine optimization technologies into your marketing mix.

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