Please see this post for the background and disclaimer. Here's the quick recap from Bob Heyman of Mediasmith: The SEO B2B table discussed best current practices from both the client and agency perspective. Besides the usual onpage and offpage factors, we covered the use of press releases and blog posts to build inbound links. We talked about the use of video and podcasts to both create additional inbound links and to achieve additional listings in universal search. The free video distribution tool from Tube Mogul was especially recommended both for its distribution and its analytics capabilities.

Thanks to Matt Biskup of AdEngine for leading the roundtable and capturing the notes. Following the Bridging the Data Divide discussion, the lead generation specialists pulled up chairs for what they knew was about to be a wide-ranging discussion. Data and the concept of lead generation go hand-in-hand. Lead generation is one of the most mission critical activities and is largely driven by search. The discussion started off ironically with an extension of panelist John Marshall’s (CTO of Market Motive) fresh statement from the podium just minutes before that cautioned data analysts and marketers not to focus …

During the "3 Sides to Everything Panel," Olivier Lemaignen of Intuit shared 3 things he's looking for from his search engine and agency partners: 1. Understand my business 2. Give me thought leadership 3. Excellence in execution These don't seem like big asks so how come marketers feel like they're trying to coax a genie out of a bottle here?

How do we help clients understand who their competition is and why they don’t rank? The overall theme is how do you work with clients that do not understand that Search is unfair and believe that they should rank for a keyword. The example we used was talking about how a client needs to understand that in the offline world you may be considered an expert for a specific phrase, but in Google’s eyes you are not. Because of this you need to play the Google game of building a site that will make you an expert in their eyes. …

Kicking off today's in-house track, Jessica Bowman referenced the In-House SEO Life Cycle. Courtship Honeymoon - 3-6 months Reality - where did all the buy in go? Tough to get SEO into development cycles. Obstacles come up. Synergy I might add that it's also like a box of chocolates

Please see this post for the background and disclaimer (although, in this case, I was both the moderator and the notetaker so you can really let me have it). Theme #1: Integration between search and display How do you effectively track across both platforms? How do you provide proper attribution? And how do you do this when 2 separate agencies are involved? Ideas from the group included: - Leverage the Atlas engagement mapping solution which was discussed yesterday - Comb throughweb analytics data to disambiguate traffic sources

Please see this post for the background and disclaimer (although in this case I was the notetaker, so feel free to shoot me). Dema Zlotin, Founder of Covario, led this roundtable discussion and outlined 3 key challenges B2B marketers face: 1. Multi-tiered distribution models -- the end sale does not always take place on the marketer's site so attribution is tough. 2. Latent purchase cycle -- the time from lead to close can be many months which makes it difficult to forecast, optimize, etc. 3. Competition with channel partners -- a marketer may be buying …

"Search is like God, it's everywhere and in everything you do," Jenn Mathews, online marketer and former senior director of marketing at Smartsheet.com, told MediaPost Search Insider Summit attendees in Park City, Utah, Friday. Mathews, who led a discussion at the conference about putting search at the center of your marketing campaign, said it's something she stresses with copywriters, developers and even human resources specialists. The HR department recently optimized job descriptions so when people search for jobs they get the perfect match. If search is God, than data is King, said Aaron Goldman, VP of marketing and …

I led the agency roundtable during the Silo Smashing breakout so it should probably be no suprise that this quote surfaced in that context. The point was that it's hard for agencies to truly integrate when silos still exist on the client side. More on this topic when I post my full notes recapping this breakout session.

During our Silo Smashing panel, Jenn Mathews, formerly of SmartSheet.com, and now "consulting" (her finger quotes, not mine) reprised the Seach God analogy that was one of the highlights of the last SIS. My response was that if Search is God then Data is King but before I could go too far down the path of mixing Church and State, John Tawardos of iProspect let out a whooping cough that stopped me cold in my tracks. Looking back, that was probably a good thing. Thanks John.