For many marketeers search engine optimization (SEO) still carries the aura of Guerilla marketing: an unconventional method of promotions that relies on time, energy and imagination rather than a big marketing budget.

While most smaller companies where quick to embrace SEO as additional or alternative means of lead generation, larger companies where initially slow to follow. However, superior results of SEO techniques compared to more traditional approaches eventually lead most enterprises to at least embrace basic optimization techniques for their online properties.

Utelizing case studies (Procter&Gamble; FaceBook), the round table will address the challenges for companies with a multiude of online properties to employ techniques that utilize the entire spectrum of SEO strategie across different platforms and that are measurable, specifically:

* Measuring SEO Potential
* Measuring SEO Health
* Measuring SEO Competiteveness