SEO: From Soup to Nuts

Eric Enge (Stone Temple Consulting), Rand Fishkin (SEOmoz), Stephan Spencer (The Art of SEO), Jessie Stricchiola (Alchemist Media, Inc.)
Location: 2002 Level:
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Whether you are a developer or a marketer, a seasoned expert or a newbie, this workshop is for you. We will run through all the different requirements for a website that will ensure SEO success — from crafting content and code for search engines to essential tools and methodologies.

Whether you are Web 2.0 or Web 1.0, are a big brand or an unknown startup, have lots of content or just a little, you’ll need this SEO knowledge.

You will learn:

  • Best practices for both “on-page” and “off-page” SEO
  • Technical optimization — from URLs to HTML
  • Making content “sing” to the search engines
  • Site architecture issues and implications
  • Garnering links – creative strategies, pragmatic tactics (that work!)
  • Competitor analysis – reverse engineering their link networks, keyword portfolios etc.
  • Techniques for making Web 2.0 and rich media content search engine friendly
  • Ways to circumvent the SEO roadblocks common in Content Management Systems and e-commerce platforms
  • Optimizing blogs and RSS feeds – unique challenges and opportunities
  • Gaining placement in vertical search – image search, local search, product search, news search and more
  • Social media optimization – tactical ins-and-outs of Digg, StumbleUpon, YouTube, MySpace, LinkedIn, Wikipedia, Flickr, Twitter, etc.
  • A bevy of tools — many of them free

Eric Enge

Stone Temple Consulting

Eric Enge is the President of Stone Temple Consulting, an SEO consulting firm with offices in Boston and Northern California. Eric is a regular speaker at search industry conferences, such as Search Engine Strategies and Search Marketing Expo. Eric also makes regular contributions on the topic of SEO to Search Engine Land and Search Engine Watch, SEOmoz, and his own blogs. Eric is particularly known for his in depth interviews of major players in the search engine industry including dozens of people who work in senior capacities at the search engines. Eric is also asked to make guest contributions to Website Magazine, other SEO related blogs and news web sites, and is a senior editor for the SEO section of the Search Engine Marketing Journal. Eric is a co-author of the recently published O’Reilly book “The Art of SEO.”

Photo of Rand Fishkin

Rand Fishkin


Rand Fishkin is the CEO & Co-Founder of the web's most popular SEO Software provider; SEOmoz. He co-authored the Art of SEO from O'Reilly Media and was named on the 40 Under 40 List and 30 Best Young Tech Entrepreneurs Under 30. Rand has been written about in The Seattle Times, Newsweek and PC World among others and keynoted conferences on search around the world. He's particularly passionate about the SEOmoz blog, read by tens of thousands of search professionals each day. In his minuscule spare time, Rand enjoys the company of his amazing wife, whose serendipitous travel blog chronicles their journeys.

Photo of Stephan Spencer

Stephan Spencer

The Art of SEO

Stephan is the founder of SEO firm Netconcepts, acquired in January 2010 by Covario.

Stephan is the inventor of the automated pay-for-performance natural search technology platform GravityStream, now re-branded as Organic Search Optimizer, which powers the natural search channel for online retailers such as Cabela’s, Northern Tool, Campmor and Woolrich.

In addition, Stephan is an author of The Art of SEO, published in October 2009 by O’Reilly and co-authored by Eric Enge, Rand Fishkin and Jessie Stricchiola. He is a Senior Contributor to Practical Ecommerce and to, a monthly columnist on Search Engine Land, and a regular contributor to Multichannel Merchant magazine. He’s also contributed to DM News, Catalog Age, Catalog Success, Building Online Business, Unlimited, and NZ Marketing magazine, among others.

Stephan is a frequent conference speaker on SEO and other online marketing topics for the Direct Marketing Association (DMA), American Marketing Association (AMA),, Internet Retailer, SMX, IncisiveMedia (Search Engine Strategies), O’Reilly/TechWeb, PubCon, ECMOD, IQPC and IIR. His hundreds of speaking gigs have taken him around the globe – everywhere from Berlin, London, Toronto, Santiago, and Auckland, to New York, Chicago, San Francisco, Los Angeles, and places in between.

Stephan is an avid blogger. He blogs primarily on his own blog – Stephan Spencer’s Scatterings. But his posts can also be found on Searchlight (part of the CNET Blog Network), Blog, Natural Search Blog,, MarketingProfs Daily Fix, Changes for Good, and Google, I Suggest….

He holds an M.S. in Biochemistry from the University of Wisconsin-Madison.

Jessie Stricchiola

Alchemist Media, Inc.

Jessie Stricchiola is a search industry veteran and founder and CEO of the highly-respected SEO firm Alchemist Media, Inc., consistently recognized by BtoB Magazine as one of the top search marketing vendors in the US. Jessie lectures extensively on all matters related to SEO and search at leading industry conferences worldwide, including ad:tech, SMX, Incisive Media’s Search Engine Strategies, O’Reilly Media’s Web 2.0 Summit, Webmaster World’s PubCon,, Stanford’s Web Publishing Workshop and others. She is one of the original nine founders of SEMPO (Search Engine Marketing Professional Organization), serving two years on the Board of Directors for the organization while chairing the Membership Committee. Jessie is widely recognized for identifying and publicizing the first case of PPC click fraud in 2001, and her subsequent work to combat the issue has been featured in numerous media outlets including The Wall Street Journal, Inc. Magazine, and NPR. Jessie has served as an expert consultant and witness on various internet and search-related litigation involving SEO and paid search, as well as patent, trademark, and copyright infringement on the web.

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Picture of Shuichi Shimizu
Shuichi Shimizu
05/10/2010 11:20am PDT

@Shirley… I got it. Thanks!

Picture of Shirley Bailes
Shirley Bailes
05/10/2010 2:12am PDT

@Shuichi…The slides have been re-ordered into their correct positions, so you will see #’s 1-3 above.

Picture of Shuichi Shimizu
Shuichi Shimizu
05/06/2010 11:23am PDT

Where can I find the “from soup to nuts” presentation ppt #1? I see only 2-4 here…

Picture of Rand Fishkin
Rand Fishkin
05/03/2010 8:46am PDT

You can find part of the presentation online –

I’m working to get the other slide decks up there.

Ignacio Cruzat
05/03/2010 8:40am PDT

Where can I fin the Power Point presentation?

Silverlight Showcase
  • Microsoft Corporation
  • .CO
  • Adobe Systems, Inc.
  • Ericsson
  • Germany Trade & Invest
  • IBM
  • Berlin Partner
  • blueKiwi
  • EffectiveUI
  • HP
  • Neustar, Inc.
  • OpenSRS
  • OpenText
  • PayPal
  • Pearltrees
  • The Planet

Rob Koziura
(415) 947-6111

Kaitlin Pike
(415) 947-6306

View a complete list of Web 2.0 Expo contacts.