Bill is the President of Back Azimuth Consulting, which focuses on helping companies implement global search marketing strategies and detailed “voice of the consumer models” using keyword data to understand what consumers are looking for to better drive content strategies. Most of his time is currently spent implementing a global portfolio Search Strategy strategy for Pernod-Ricard’s multiple brands including the development of a Search Center of Excellence to drive global best practices by all autonomous brands to ensure they gained as much search shelf space as possible. Bill is considered one of the top thought leaders on Global Search Engine Marketing and is an internationally recognized Search Marketing speaker having spoken at conferences in over 30 countries. Press, industry analysts and corporate leaders frequently seek Bill’s advice to effectively leverage Enterprise and Global Search Marketing and Social Media strategy. Over the past 20 years, Bill has created, grew and sold two of the largest global Search marketing firms, Global Strategies and Outrider both of which were acquired by WPP. Bill is the co-author of the best selling book "Search Engine Marketing, Inc." Driving Traffic to Your Companies Web Site from IBM Press now in it’s 3rd Edition.  Bill also writes a popular blog on search and social media marketing at http://www.whunt.com as well as Global Marketing columns for Search Engine Watch And Search Engine Land. Bill earned a B.A. in Asian Studies/Japanese, from the University of Maryland, Tokyo Campus, and a B.S. in International Business, from California State University, Los Angeles and an MBA from USC. Bill is also a veteran of the U.S. Marine Corps.