Craig Campbell is one of the managing partners of Forward Analytics, a marketing research firm.  He is a noted speaker who explains search engine rankings and how to use them to best advantage by using a search engine optimization (SEO) campaign.  Such a campaign uses keyword research to determine which keywords, used in a phrase, are the most specific and descriptive and will reduce competition from other websites.  An SEO campaign also increases the number of “backlinks,” those links that bring customers to a site from other websites.  These are used by search engines as a measure of value or popularity.  A competitor’s backlinks are tracked as well.  Craig Campbell suggests creating links, not just on sites that refer or sell, but also on those that have information for clients.  Another recommendation from Craig is to use animation or graphics to impact search engine ratings.  Craig says it’s important to place keywords at or near the top of pages, not after animation or graphics, to achieve higher search results.  Two of Craig Campbell’s best tips are to put keywords in the title or first paragraph and to make the clickable text your keyword, instead of using “Click here” as the hyperlink.  Craig is careful to obey the rules of the Internet and not try to “trick” the search engines. 

One of Craig Campbell’s recent ideas is to use games as a place for advertising support.  Ads in games get a lot of attention and can be updated easily to keep pace with the demographics of the users.  Some ads are placed right in the game, in the context of the action; others are placed before, after, or in the natural breaks during a game.  Craig Campbell believes that if the user is going to benefit from reduced prices on games, the difference in profits must be made up by advertising within them.  Craig states that this type of advertising represents significant evolution in the genre.

Craig Campbell offers training through CDs or video downloads (ActionScript 2.0), webinars, bonus sessions, and personal mentors.