Effectively reaching consumers via natural search, an important source of inbound traffic, requires retailers to stay abreast of the latest changes in search engine technology. In a session entitled “The latest search engine changes – what all marketers need to know,” Hugo Guzman, senior manager for online marketing and search at retailer HSN Inc., will speak about the latest search engine changes at the Internet Retailer Web Design & Usability Conference,  which takes place Feb. 11-13 in Orlando, FL.

“Natural search is responsible for driving more than half of all traffic on the web, and has become the most important source of inbound marketing—converting visitors at a higher rate than any other source by outperforming paid search two to one and social media by as much as four times,” Guzman says.

The challenge for retailers is that the search engines, mainly Google and Bing, constantly tweak their technologies. “As search engine providers make changes daily, the complex task of keeping up can be overwhelming for most,” Guzman says.

Attendees at his session will learn about these changes and how to address them to ensure retailers remain ahead of the competition in search results, he says. They’ll see examples from HSN that will help explain how to plan, prepare and execute for change using a checklist for capturing natural search market share, he says.

Internet Retailer editors asked Guzman to speak because of his extensive search marketing experience for HSN and other companies.