The "Long Tail" is heralded as a revolution in retail and publishing, and is also a great way for large B2B advertisers to increase search engine optimization (SEO) visibility for their many web pages and brands. SEO experts Mike Gullaksen of Covario and Stephan Spencer of Netconcepts share strategies to leverage the long tail to increase SEO visibility.

A discussion with industry experts Russ Mann of Covario, Rochelle Sanchirico from Washington Post Digital and Brandweek on to best leverage search marketing and social media to create finely-tuned marketing programs that drive results in 2010.

Hosted by the American Marketing Association, industry experts Craig Macdonald of Covario and Eric Waldinger, Online Marketing Practice Manager at Aquent discuss the technology, skill sets, and processes needed to have a successful paid search programs.

Presented by Adweek Media Group and sponsored by Covario, Craig Macdonald discusses how this new alliance changes the online advertising search market, and what integration of the Microsoft and Yahoo platform will mean to large advertisers.

Industry experts Craig Macdonald, Dema Zlotin and Mike Gullaksen, discuss D3: Data Driven Decisions for SEO is a new paradigm for managing large-scale SEO programs for large advertisers.

Presented by Craig Macdonald, the Covario Global Search Spending Analysis focuses on global paid search spending allocation patterns for technology and consumer electronics organizations in more than 45 different countries globally.

Join Rochelle Sanchirico, Senior Director of Acquisition Marketing at Washington Post Digital (WPD) as she shares the strategies and tactics used to create a "Top Down Approach to SEO" at Washington Post Digital.

Presented by Craig Macdonald, the Covario Global Search Spending Analysis focuses on global paid search spending allocation patterns for 128 brands at 12 major U.S.-based technology and consumer electronics organizations.

Presented by industry experts Craig Macdonald and Dema Zlotin, this accelerated program is designed especially for large advertisers looking to increase efficiencies and drive incremental ROI from digital marketing programs.

This insightful session offers key insights for global advertisers looking to drive performance and results through Search Engine Marketing in 2009. Join Aberdeen research associate Stephen Lawrence and industry expert Craig Macdonald as they discuss the value of being “Best-in-Class” and the best practices essential to achieving this distinction.

This is an essential session for global advertisers looking to realize an on-target search strategy in 2009. Join Covario’s expert search strategists as they discuss the top 5 issues the world’s leading brands are targeting for their 2009 “Plan of Attack”.

This timely session leverages expert insight, proprietary research and proven tactics to help advertisers plan and manage search marketing in 2009. Featured speakers include: Ross Sandler, Senior Internet Analyst at RBC Capital Markets, Mark Scholz, Interactive Manager of IPG Worldwide at Hewlett-Packard and Craig Macdonald, Vice President of Products and Marketing at Covario.

Interactive marketing is poised for tremendous growth. To succeed in today’s multichannel environment where consumers are rapidly taking charge of the conversation, marketers must look to integrate technology and analytics in a single platform. The online marketing suite is the eventual destiny for all online marketing technology.

Craig Macdonald, vice president of marketing and product management at Covario, shares the results of Covario's Q2 2008 Paid Search Spend Analysis. This analysis series shows the latest global paid search spending allocation patterns for more than 128 brands within 12 major technology organizations.

Michael Bridges, vice president of Client Services at Covario, discusses the challenges and benefits of tracking and measuring cross-campaign conversions. This session includes a detailed case study of the multiple campaigns, their metrics and the ancillary impact and uplift to "unrelated" campaigns.

Director of Search for DoubleClick Performics, Jeff Lomax and vice president of Product Management & Marketing, Craig Macdonald will discuss strategies for managing natural search optimization using a program management approach.

Key topics include:

• Qualifying your traffic
• Aligning user experience with program objectives
• Escaping the fragmented world of NSO tools

Vice president of Product Management & Marketing, Craig Macdonald will discuss research on how large advertisers are seen monetizing their efforts in SEO, the algorithms from various search engines and the how they operate differently, as well as an SEO study that looks at how some large advertisers have changed their sites within this past year and how the search engines had reacted to the site changes.

Key topics include:

• How large advertisers are monetizing SEO
• Understanding which SEO factors have the most impact on ranking
• The importance of having a process to improve and maintain SEO ranking on "gold words"

Senior director of Search Strategy, Martin Laetsch will discuss the benefits of centralizing search in large enterprises, Search Marketing Program Office organization structures that work and proven best practices in reporting and optimization.

Key topics include:

• Knowing which Search Marketing functions to centralize (and which are best to decentralize)
• Managing and organizing a centralized Search Marketing Program Office
• Optimizing SEM performance and budgets in a centralized environment