In-House SEO/SEM Training


Allison Fabella RentPath Director of SEO & Social Media

Melanie Mitchell Digital Marketing Strategist

Derrick Wheeler Microsoft Senior SEO Architect

Our in-house Pubcon Masters Group agenda features RentPath director of SEO and social media Allison Fabella, noted digital marketing strategist Melanie Mitchell, and Microsoft

Microsoft's Derrick Wheeler

senior SEO architect Derrick Wheeler.

The next Pubcon Masters Groups meets on Monday, October 21 at the Las Vegas Convention Center, the day before the full Pubcon Las Vegas 2013 conference begins. The Pubcon Masters group is a separate event from the conference and is only available to those who reserve a space and purchase a stand-alone training day pass or the Pubcon Platinum pass.

Allison Fabella is currently the Director of SEO and Social Media for RentPath, formerly Primedia. Previously, she managed all strategic and tactical search engine optimization (SEO) and social initiatives for the Southeast’s largest newspaper, The Atlanta Journal-Constitution, and served as the paper’s educator and evangelist for both channels.

A national speaker on the topics of SEO and social media, Fabella is a founding member of the Atlanta chapter of SEMPO (Search Engine Marketing Professionals, serving as vice president of programming) serves on the faculty of the eLearning site ClickZ Academy, has been named one of “the most influential women in Search,” and resides in Atlanta, Georgia.

Fabella began her search career at the search marketing agency Prominent Placement in Atlanta.

RentPath's Allison Fabella

Fabella then migrated in-house to the publishing company Primedia, where she managed SEO for several well-known sites such as AutoGuide and NewHomeGuide. Having done search both on the agency side and in-house, Fabella offers a well-rounded perspective on search marketing from the inside and out.

Fabella speaks nationally on the topics of search and social media, and was featured in Bruce Clay’s popular “Six Questions” series and in 2009, was named one the most influential women in search.

Mitchell is a seasoned digital strategist focused on working with companies to build their digital marketing programs and strategies. For over a dozen years she has been bringing companies and teams together from start to execution to ongoing optimization and management to maximize their ROI.

Mitchell was previously the senior vice president of search strategy at Digitas. She worked with dozens of Fortune 500 companies on their digital strategies, building out their search marketing teams and processes. She was also responsible for building and managing the Digitas Search Engine Marketing Knowledge Center and global team that ensured industry trends, new strategies and tactics, and best practices are continuously shared, enabling Digitas to stay on the forefront of the ever-evolving search industry for the agency and their clients.

Prior to that role, Mitchell was vice president of marketing at Folio Investments, Inc. where she was responsible for all marketing and PR, and vice president of SEO and SEM at AOL, where she

Melanie Mitchell, Digital Marketing Strategist

developed strategy, processes, procedures, tracking technology, reporting and managed the team tasked with driving traffic to’s open Web business via paid and organic search. She was also a senior marketing manager at VeriSign/Network Solutions where she managed direct response marketing campaigns through online, PPC, SEO and strategic alliances for both Network Solutions and

Mitchell has over 15 years of experience in website promotion and over 13 years experience in search marketing for major sites across several industries including travel, local, entertainment, finance, eCommerce, news and sports. She has managed SEO and PPC campaigns both in-house as well as from the agency side.

Microsoft’s Wheeler is responsible for developing solutions that enable marketers and site managers to apply SEO best practices using best-in-class tools and a standardized approach, and has over a decade of experience in the Internet marketing industry.

Join these top in-house experts for an updated in-house Pubcon Masters Group training program track and explore the unique challenges and opportunities that corporate SEO professionals from
large firms face every day.


Part 1: Straight-Jacket-Free In-House SEO: Stop the Organizational Insanity & Make More MoneyMelanie Mitchell

This session will go into detail discussing a proven seven-point plan for in-house SEO success:

  1. Get the leadership and company buy-in
  2. Create your core team
  3. Set priorities, goals, and incentives
  4. Provide training necessary for success
  5. Set internal standards different groups follow
  6. Provide tools to measure success
  7. Managing up and down the org chart with data

Part 2: How Microsoft Deploys SEO for Its Portfolio of Global Sites - Derrick Wheeler

How do you move the organic search needle across 100 global markets and 40+ languages in a highly decentralized operating environment with multiple lines of business and product categories resulting in billions of Web pages including e-commerce, news, product information, support content for multiple releases, and user-generated content all using various content management systems and Web analytics platforms targeting many audiences including IT and developers, home users and consumers, office workers, gamers, etc.

Part 3: SEO Disaster Prevention and Recovery - Allison Fabella

As the saying goes, “you’re only good as your weakest link.” That is certainly true of SEO. Not only do in-house SEOs need to conceive of and execute excellent SEO strategies and best practices, they also need be aware of where the pitfalls in their organization may lie, know how to mitigate risk, and be prepared to recover quickly if the “the worst” happens.

Part 4: In-House Question and Answer Session - Faculty

A great opportunity to have specific questions answered by our top in-house speakers in this rapid-fire Q&A session.


Pubcon Las Vegas

The Pubcon Masters Group training program is a popular exclusive add-on opportunity separate from the Pubcon conference, offering a full day of intensely focused and highly personal learning from leading in-house innovators. Sign up for the Pubcon Masters Group training program now.

Allison Fabella RentPath Director of SEO & Social Media

Melanie Mitchell Digital Marketing Strategist

Derrick Wheeler Microsoft Senior SEO Architect