Peter van der Graaf has been active in search engine marketing since 1998 and knows all the tricks of the trade. He believes everything should be tested, so he collects partners for every type of experiment. As a consultant for both search firms and many in-house teams, he’s able to gather all the information needed for the “bigger picture.” His interest in behavioral psychology and mathematics provides great insights into human search behavior and how search engines might interpret it. He has great examples and anecdotes from link building strategies to successful site architecture.