Yahoo director of search marketing Dave Roth was recently interviewed at Search Engine Strategies (SES) San Jose by WebmasterWorld video content producer Vanessa Zamora and shared information covered during his speaking session, entitled "SEO Tools of the Trade: What's in YOUR Toolbox", including useful tools such as Aaron Wall's SEO Book tools, and competitive research tool Trifecta by SEOmoz. Roth mentions how big brands like Yahoo are faced with the challenge of determining how to best integrate social media into their businesses, including tracking the effectiveness of those efforts.
