On Wednesday I will be moderating a panel at BrightEdge Share 12, on the theme of a "New Direction of SEO" and will be joined by Raj Rao, VP of Global eTransformation at 3M, Leo Haryono, SEO Director at Macy’s and Andy Johns, Product Manager of User Growth at Quora.

What's exciting about this panel is that the challenges these brands face represent the entire range of challenges facing our industry – from B2B search targeting, to consumer facing e-commerce, to growing a startup by leading with content. The role SEO plays in the growth of these brands is both critical, yet nuanced, and part of a broader marketing strategy.