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the essential best practice guide.



I've talked with world leading experts covering every aspect of search engine marketing. I've got the full story, from the search engine point of view, to that of the search engine optimisers. By reading this guide, you can be assured that you're getting real world information from world leading players.

The full transcripts of my interviews are included as follows:

Jon Glick . Senior Manager Search, Yahoo!

Jon Glick is Yahoo!'s Senior Manager for Web Search, managing the core relevancy initiatives for Yahoo! Search. Prior to joining Yahoo!, Jon served as the Director of Internet Search at AltaVista and has held positions in new product development, strategic analysis and product management at Raychem Corp., Booz Allen & Hamilton Consulting and the Lincoln Electric Co. Jon has a BS in Computer-Aided Engineering from Cornell University and an MBA from Harvard Business School.

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Daniel Dulitz. Software Engineer, Google.

Daniel Dulitz joined Google from Valley Technologies, Inc. where he served as head of software engineering and supervised the construction of a compiler for a specialized signal processing architecture. Prior to Valley Technologies, Daniel was a software engineer at Motorola and received five patents for his work on Cellerity, a tool to automatically design standard cells. Before entering the working world, Daniel received a BA in computer science from Cornell where he gained experience through optimization work on the university's research compiler. While at Google, Daniel developed the code the Google search engine uses to extract summaries for search results. Since completing that project, Daniel has been working to improve the quality of Google's search results using new forms of link analysis. When not designing or improving software, Daniel likes to be behind the wheel of almost anything.

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Craig Nevill-Manning. Senior Research Scientist, Google.

Since joining Google in 2000, Dr. Craig Nevill-Manning has been researching and developing precision search technology for the Google search engine. Nevill-Manning is also a vital contributor to the technological infrastructure used to support AdWords, Google’s self-service advertising program, and is developer of the Google Glossary, a tool for finding definitions to words, phrases and acronyms available through Google Labs (

Nevill-Manning joined Google from the Computer Science Department of Rutgers University, where he conducted research in data compression, information retrieval and computational biology. Prior to Rutgers, Nevill-Manning was a post-doctoral fellow in the Biochemistry Department of Stanford University. While at Stanford, Nevill-Manning wrote eMOTIF, a software suite to identify the role of particular proteins within cells.

Nevill-Manning’s published 41 research papers and received a National Science Foundation career grant. A native of New Zealand, Nevill-Manning earned a BS in Computer Science from Canterbury University and a PhD in Computer Science from Waikato University.

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Paul Gardi. SVP Search, Ask Jeeves.

Paul Gardi is the former president and chief operating officer of Teoma Technologies, Inc., a provider of next generation Web search technology. Teoma was acquired by Ask Jeeves in September 2001. Started by scientists at Rutgers University, Teoma has been hailed in recent months by industry experts as "the next big thing in search engines" and described as "running rings around" other search engines. Teoma's technology uniquely divides the Web into natural communities and analyzes topic-specific Web content to dynamically generate the most relevant and authoritative search results. Ask Jeeves is integrating Teoma's search technology across its Web Properties, including and the DirectHit Network. Additionally, Ask Jeeves will operate, which is currently in beta, as a stand-alone Web property, maintaining the site as a pure search engine.

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Craig Silverstein. Director of Technology, Google.

Craig is Director of Technology at Google. He's been with Google since before it went commercial and was still a university project at Stanford. Google is, perhaps, the most important search engine online from a search engine optimisation point of view. In this interview, Craig explains the meteoric rise of Google on the web and what Google does and doesn't like when it comes to search engine optimisation. Cloaking at Google? No way. Rank checks every day? No way. And very kindly, Craig also explains how to create a Google friendly web page.

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Andrei Broder.

Andrei is VP Technology and Chief Scientist with Alta Vista. He is largely regarded as one of the world's leading experts in information retrieval and search technology. He is the author of many research papers for which he has won awards. In this interview, Andrei explains the characteristics of search as viewed by a search engine, discusses the Term Vector Database, The Connectivity Server and gives a hint to the new digital camera he'd like me to buy him as a present!

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Brian Pinkerton.

Brian has earned his place in Internet history. In this interview, he explains how he developed the web's first full text retrieval search engine and went on to become VP at Excite. Most importantly, he clears up the confusion that many SEO's have had about the Term Vector Database and explains how he used the 'vector space model' at the very beginning with WebCrawler.

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David Notestine.

David's history as a computer programmer goes way back to the early seventies. He is the developer of a very advanced web robot called Zeus which can be 'trained' to find reciprocal linking partners on the web. His own views on search engine marketing differ a great deal to many SEO's. His mantra is: "You want traffic? You need links." Sometimes controversial, but very web savvy, David explains how Zeus is gaining popularity with the search engine optimisation community.

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Jill Whalen. Owner High Rankings, consultant, author, speaker.

Jill is the moderator of the weekly High Rankings' Advisor and owner of the search engine optimization company, High Rankings. Jill specializes in working with your company to achieve top listings in the major search engines and directories through the proper use of keyphrase research, writing and editing copy for the search engines, creating killer Title and Meta tags, carefully crafted directory submissions, link popularity (PageRank) building, and SEO consulting.

High Rankings clients include multi-million dollar companies, major universities, real estate agencies, attorneys, surgeons and dentists, small-medium sized businesses.

Jill speaks at national and international industry-related conferences, and has had articles appear at, Lycos, Workz, Adventive and ClickZ

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Frazer Lee.

Frazer is lead surfer for Yahoo UK and Ireland. Formerly a freelance film maker and riter, he now heads-up the team at Yahoo! UK. In this interview, Frazer explains the difference between the regional sites and the main Yahoo! .com US domain. He also explains exactly what the criteria is for the search algorithm at Yahoo!.

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Marylynne Wrye.

Marylynne is Surfing Manager with Yahoo! At the time of the interview she was on secondment from her usual Santa Clara base and enjoying the permanent heat and sunshine in London :) In this interview, she explains how quality control works at Yahoo! And why some sites get rejected and some don't. She also explains the benefits of the Business Express service.

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Martijn Koster.

Martijn worked closely with Brian Pinkerton on the development side and moved to Excite with him when they acquired WebCrawler. He was the developer of AliWeb, an Archie type search service and is also known as 'the keeper of the robots.txt file.' In this interview, he explains how the robots.txt file started and how it has now become a web protocol.

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Ralph Tegtmeier.

Also known as Fantomaster, Ralph provides what he calls 'industrial strength cloaking services.' Not one to worry about 'speaking as he thinks' Ralph casually refers to search engines as 'the number one cloakers in the world', 'parasites' and 'greedy b******s'. Other than that, he gives a detailed analysis of how cloaking works, describes the benefits and says where it's safe to cloak - and where it's not.

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Roberto Grassi.

Roberto is the developer of two very important SEO tools: Keyword Density Analyser and Search Engine Optimiser (SEO in conjunction with Robin Nobles at The Academy of Web Specialists). Roberto only speaks a little English (he's Italian) but in this short interview, he explains how 'necessity really is the mother of invention' which is why he developed Keyword Density Analyser and how he partnered up with Planet Ocean for the development.

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