Search engine optimization has entered the mainstream marketing consciousness. With increased awareness comes an increased desire to learn about and take advantage of SEO potential. Part of an SEO’s knowledge comes from personal experience and part of it comes from the wisdom of thought leaders. On today’s show, Bruce Clay and the hosts consider both of the above means of SEO education. Bruce, Susan and Virginia start the show by reviewing Bruce’s recommendations for SEO research and testing. Experimental research is how Bruce developed SEO best practices beginning in 1996, and he advises SEOs to carefully test their tactics and theories through practical applications.


Chris Sherman then joins the program to share insight into the direction and offerings of the Search Marketing Expo (SMX) Conference Series this year. Chris is the co-chair of SMX and executive editor of Search Engine Land. He discusses what he sees as the overall focus of SMX in the year ahead and how it fits into the evolution of the SEM industry as a whole. Chris talks about the demand for education and networking opportunities and how new sessions and speakers are chosen for the conference line up. He also gives listeners a behind-the-scenes peak at Microsoft CEO Steve Ballmer’s upcoming keynote presentation at SMX West, how the information Ballmer will share is developing day-to-day, and why marketers should be paying attention to Bing.

Finally, Susan, Virginia and Michael consider the criteria for deciding whether or not a training or education event is right for you. Some conferences break down sessions by skill level and subject matter. Some training events focus on specific areas of online marketing, such as local search, advanced SEO or international marketing. Bruce has predicted that the increased demand for SEO education will lead to an increase in training opportunities. And don’t forget about Bruce Clay, Inc.’s SEOToolSet Training, with a standard course and an advanced certification course offered nearly every month on the West Coast, every quarter on the East Coast, and across Australia in the coming months.

Listen to this episode and chat with the hosts of SEM Synergy, on Wednesday, February 10, at 3 Eastern, Noon Pacific on WebmasterRadio.fm.

Bruce Clay has long shared his passion for search engine optimization tools through the SEOToolSet. On the podcast Bruce gives an insider’s view on the company’s tools as they work hand in hand with Bruce’s SEO methodology. He also previews the new and improved SEO tools scheduled for release next year. With the SEOToolSet, users can simplify the process of site and competitor diagnostics.

Then Aaron Landerkin, Bruce Clay, Inc.’s IT Manager directing the development of the new SEOToolSet, demos the free SEO tools available at SEOTools.com. The recently launched site compiles the company’s freely available SEO tools, including the Domain Report Tool, the Server Response Checker, the SEO Cloaking Checker, the KSP Tool and the SEMToolBar. Aside from the SEMToolBar, the tools on this site are slightly limited version of their subscription-based equivalents in the SEOToolSet.

A complement to the SEOToolSet is the SEO training that instructs attendees on how to use the tools for best effect in partnership with Bruce’s methodology and SEO strategies. Standard SEO training courses are offered almost every month in Simi Valley, California, and the advanced course is offered almost every other month in California. Plus, the SEO training course is offered at many industry conferences, in New York and around the world. Bruce, Susan and Virginia consider some of their favorite qualities and contents of the training course.

Search Engine Optimization All-In-One For Dummies has hit book store shelves. Bruce and Susan authored the desk reference guide that combines ten books in one. They explain the purpose of the book and share their experience of working on a comprehensive technical guide. New and experienced search engine marketers alike can benefit from this easy-to-read guide to search engine optimization.

Christopher Hart, Bruce Clay, Inc.’s director, Eastern Region Operations, then talks to Virginia about SEOToolSet Training on the East Coast. During April, Chris and Bruce presented the course on the East Coast for the first time. Chris discusses the complementary nature of SEO All-In-One For Dummies and the training course material, illustrating the many ways the company shares its methodology and knowledge. SEOToolSet Training will return to New York June 9-11.

To showcase the content of the book with a little more detail, Susan, Maryann and Virginia take an in-depth look at one of the subjects covered in the book. One of the ten books is dedicated to competitive analysis, a corner stone of search engine optimization. Researching your competition will give you an idea of keywords to target. You can also see what they’re doing right that you may want to do as well, and what they’re doing wrong, which you should avoid.

The Internet Marketing Spring Break conference was held in Florida at the beginning of April. Susan and Christopher both attended the show, with Chris giving a presentation about crafting a successful digital business initiative during the third and final day of the conference. Susan and Chris tell listeners what benefits a small niche conference like IM Spring Break offers and illustrate the kind of learning environment a show like that provides.

Danny Sullivan

Then Virginia talks to Danny Sullivan, Partner and Chief Content Officer of Third Door Media, the company behind the Search Marketing Expo conference series. Virginia and Danny talk about trends in search conference attendance and the increasing demand. Search industry conferences have seen a variety of manifestations. Danny demonstrates the utility of partnerships, like that between the broad interactive digital conference, ad:tech, and a more focused search marketing conference, SMX — which come together for the SMX @ ad:tech track being offered in San Francisco this month.

Scott, Susan and Virginia wrap up the show with a general examination of trends in search industry education. Based on a small informal poll on the Bruce Clay blog earlier this month, it appears that conference attendance may be on the chopping block during this period of spending cutbacks. However, Scott notes that in his experience he continues to see conference attendance rise as awareness of industries increase. Virtual conferences and smaller regional conferences are gaining momentum, but the conference giants of online marketing also remain strong.

For years Bruce Clay, Inc. has offered beginner and expert SEOs alike a hands-on training course that helps marketers stay in touch with the latest techniques and guidelines from the engines. We’re excited to be teaching our SEO Training course on the East Coast for the first time this month. As an extension of Search Engine Strategies New York, Bruce Clay and Christopher Hart will present one-day SEOToolSet training — the perfect way to wrap up a week of search marketing education.

Photo by Dana Lookadoo

It doesn’t end there. The full three-day standard SEO training course will be back on the East Coast April 26-28. Chris comes on the show to talk to Virginia about details of the East Coast training course and the importance of training in creating a base level of knowledge across an organization. Training is useful for those doing the work of Internet marketing, but it’s just as necessary for executives. While executives won’t likely be implementing search engine optimization techniques themselves, their understanding is a crucial factor to the company’s coordination and embrace of SEO initiatives.

Rounding out the show, Virginia and Bradley discuss an issue covered in SEOToolSet Training: industry ethics. SEOToolSet certification is a credential that brings along with it Bruce Clay, Inc.’s reputation for high ethical standards and easily demonstrates a commitment to doing right by your clients. With more companies turning to SEO to help strengthen their online visibility in the weak economic climate, differentiate your services through ethics and best practices.