Mani Dhillon has extensive experience in consumer and enterprise product development from previous roles at Electronic Arts and Cisco Systems. He holds an MBA from Northwestern University and is currently the General Manager of Urbanspoon. Urbanspoon operates an online and mobile restaurant guide and reservation system. Three friends with a passion for food and a small team set out to create Urbanspoon. They focused their SEO efforts on neighborhoods and zip codes since competing for major city-wide terms was difficult. They created landing pages for neighborhoods and zip codes that profile pages linked to. Their "Spoonback" program involving restaurant reviews from bloggers helped both Urbanspoon and participating bloggers improve search rankings. Over 2

2. Previously at Electronic Arts developing mobile and online games, Cisco Systems developing consumer and enterprise networking equipment

3. MBA, Northwestern University

4. Currently General Manager, UrbanspoonUrbanspoon runs an online and mobile restaurant guide for diners and reservation system for restaurants

5. 2 Three friends set out to do a lot with a little . . . with the help of SEO. Ethan Creative Guy Adam Hacker Extraordinaire Patrick Expert in this and that

6. Status Brainstormed 20 ideas that they could take on as a small team and since they were all passionate about food they decided to focus on that. They followed the basics of SEO (clean topology, relevant to top searches, others will link to) 3

7. Competing for major terms (Seattle Restaurants) was difficult. So they analyzed the searches that lead to the site and found that they could focus on neighborhoods and zip codes uniquely. Made landing pages for zip codes and neighborhoods and made profiles pages link to those pages. 4