Two recent rulings from federal circuit courts reviewing expert testimony in trade secrets cases reached very different results, with one circuit upholding admission of the testimony and the other finding that the testimony was sufficiently harmful to require a new trial.
Taken together, the two cases shed light on the allowable boundaries for expert testimony in trade secrets litigation.
The most recent ruling, Synergetics v. Hurst, decided February 5th by the 8th U.S. Circuit Court of Appeals, upheld an expert's testimony on economic damages, despite the appellant's contention that it was based on incorrect assumptions about the relevant market.
The earlier case, Mike's Train House v. Lionel, decided December 14th by the 6th U.S. Circuit Court, found that the trial court “abandoned its gate-keeping function” when it admitted expert testimony concerning the similarity of design drawings.
In Synergetics, a company that sells ophthalmic equipment used in eye surgery sued two former employees for trade secret misappropriation. A jury found in favor of the company and awarded compensatory and punitive damages. On appeal, the two employees contended that the trial court should have excluded the testimony of Synergetics' expert witness.
The appellants argued that the expert's methodology was unreliable because he based his opinion on just two suppliers of the device, Synergetics and the company started by the former employees, even though other suppliers posed significant competition in the market.
Affirming the trial court, the 8th Circuit rejected this argument for the reason that it spoke to the credibility of the testimony, not its admissibility. The expert had explained the methodology he used to calculate the damages, the court noted, and appellants had the opportunity to challenge his methodology through cross-examination and their own experts.
“While other methods for calculating damages may be available, so long as the methods employed are scientifically valid, Appellants' mere disagreement with the assumptions and methodology used does not warrant exclusion of expert testimony,” the circuit court said.
An expert's methodology was also at issue in Mike's Train House, but here the 6th Circuit found that admission of the expert's testimony was an error that may improperly have swayed the outcome of the trial. Given that the jury had awarded the plaintiff, Mike's Train House (MTH) damages exceeding $40 million, the 6th Circuit's remand for a new trial was a significant victory for Lionel.
The case alleged misappropriation of trade secrets in the design and manufacture of model trains. The expert, a professor of mechanical engineering, testified that model-train designs used by Lionel were copied from MTH.
To reach this conclusion, he compared designs from each company, evaluating them based on 21 criteria he had selected. Using these criteria, he calculated a score from zero to one to show the degree of association between designs.
The expert also reviewed the report of an expert who testified in a South Korean case involving the same designs and who also found significant copying. The MTH expert testified at trial that he had independently corroborated the South Korean expert's conclusions using a regression analysis.
On appeal, the 6th Circuit chastised the trial court for admitting this testimony. In finding that the trial court abandoned its gate-keeping function, the 6th Circuit noted that it failed to make any findings regarding the reliability of the expert's testimony or of the technique he used to reach his conclusion.
Noting that the expert created his criteria specifically for this case, the 6th Circuit said, “There is no evidence that his methodology had ever been tested, subjected to peer review, possessed a known or potential rate of error, or enjoyed general acceptance.”
The trial court further erred when it permitted the expert to testify to the conclusions of the South Korean expert, the circuit court decided. This testimony – based as it was on the report and conclusions of another expert that were not in evidence – was hearsay and should not have been admitted, the court said.
“Other circuits have squarely rejected any argument that Rule 703 extends so far as to allow an expert to testify about the conclusions of other experts,” the court said.
Noting that not all improper expert testimony requires a new trial, the 6th Circuit went on to consider the testimony's impact on the trial's outcome. It concluded that the testimony had a substantial effect on the verdict. He was the only expert to testify about the degree of copying between the drawing pairs, the court noted, and without his testimony, the jury would not have learned of the South Korean expert's conclusions.
“Because MTH relied on [this] testimony as its source of expertise and analysis regarding the degree of copying, it is impossible to conclude with any certainty that [it] did not sway the jury's verdict.”
• Mike's Train House v. Lionel, No. 05-1095 (6th Circuit, Dec. 14, 2006).
Trade Secrets Beauty Supply
When beginning a Search Engine Optimization campaign, there are a few basic steps that every SEO knows to take before they begin. The first is always to build a keyword list of which there are varying methods of doing so. The right methods will aid you in creating and supporting a site-wide SEO strategy. The wrong methods will run you in circles, wondering what went wrong.
It is the intent of this article to teach an effective method of keyword selection that will enable you to land more keywords on the first page with less work.
Getting Started: Know the Site
To create a great keyword list, you will need to know your website backwards and forwards. You should know what the site features, and just as importantly, you should know what it doesn’t’ feature.
The first step is to brainstorm a list of somewhat generic keywords. For example, if you are a shoe store in Poughkeepsie, the temptation will arise to try and rank number 1 for the term “shoes." Well, that’s a start, but ranking for the word “shoes" is probably aiming a little too high for a mom and pop shop in Upstate New York, which is why it’s very important that you know the site well enough to come up with a good list of pseudo-generic “modifiers" for your keyword:
Location (Poughkeepsie shoes, shoes upstate New York, shoes 12601)
At this point you should have a good list of pseudo-generic keywords. The next step is lengthening that list using your favorite Keyword tool (I will be using Overture in this example).
Each time you plug a keyword into your tool of choice, it will return the number of searches conducted for that term over a given period of time. It will also suggest keywords from the tool’s database that are similar to the one you entered.
The basic idea now is to go through the list returned by the keyword tool and copy any and all similar terms as well as their corresponding search values, which relate directly to the site you’re optimizing. Then, paste them to a spreadsheet program so that they can be further edited later.
Once you have copied and pasted, just go through the list row by row. Delete keywords that don’t have to do with the website you’re optimizing (which is why it’s important to know what the site doesn’t feature) and repeat with the next pseudo-generic keyword on your list. The idea is to identify as many keywords as possible.
Narrowing the List
So you have a long keyword list; it’s time to narrow it down. I narrow my lists by deciding if the potential gain for a keyword is relative to the competition. In order to make that decision, I need to know three variables:
The number of searches on a particular keyword (already got those from Overture)
The Amount of Competition (I’ll show you how to find your competition in this section.)
Will the keyword lead to conversions (this is up to you)
Below is a method for thoroughly determining competition for various keywords:
Do a search for one of your keywords
On the first SERP find the last listing with the keyword in the title tag that is either a homepage of any kind or is a sub-page which is not associated with a domain whose Pagerank is greater than 6. (This is the page you will need to beat, if one does not exist, ranking will generally be easier)
Find out how many unique links with the keyword in the anchor text whose linking page has a Pagerank of 1 or higher for the competitor (This is how many quality backlinks you’ll need to acquire)
The aforementioned is a meticulous method for determining the competition for all of your keywords, and unless you’re planning on building a tool that will automate this process, I would suggest taking a more general approach by using advanced search strings in the search engine of your choice.
The technique that I am about to demonstrate uses the following string: intitle:"Keyword Phrase" inanchor:"Keyword Phrase". This string will return the total number of pages with, largely, the two greatest factors contributing to ranking for a keyword:
Having the keyword in the page title
Having the keyword in anchor text pointing to the page
It’s a down and dirty method for assessing competition. This is how it’s done:
Go to http://www.startlaunch.com/research/
Copy your list of keywords into the box, click “submit"
Click on each link
Find and copy the number of pages that the search engine returns for this query from the top right of the SERPs to a new column next to the corresponding keyword in your keyword list spreadsheet (this is your competition).
In another new column, divide the number of competitors by the number of monthly searches for each keyword.
Sort the table from low to high (ascending) using that column.
What you have done is created a ratio of competitors to searches. When determining competition, you generally want the keyword to be searched on more times than there are competitors for that word. So the closer the ratio is to 0, the better the keyword.
These techniques will point out which terms have the most competition, but competition alone should not dictate which words make the final list.
Keyword Layout
Remember when selecting keywords: words on a higher competitive level should be placed on pages that will receive deep links in groups of 2 or 3 where all of the keywords are very similar like:
Running shoes, Shoes for running and buy running shoes online
Web design in Atlanta, Atlanta Georgia web design, Atlanta web site design
This way, you won’t have to remove highly competitive, but potentially lucrative terms from your list, provided that you make a concerted effort to perform link-building for the pages on which those terms reside.
For smaller terms, in my opinion, the more the merrier. They can be given their own pages or be mentioned on other highly trusted pages of your site.
That's it. You should have all the information you need to select a strategically viable keyword list. Remember, keyword research is the cornerstone of a successful SEO campaign. Knowing the competition for your keywords will aid you in site layout, as well as focusing effort on SEO only where it is necessary. Ultimately, it will make your optimization process more efficient, allowing your sites to rank for more keywords with less work, which is a goal that all SEOs strive to attain.
Both Robert Ambrogi & Mike Bradbury are contributors for EditorialToday. The above articles have been edited for relevancy and timeliness. All write-ups, reviews, tips and guides published by EditorialToday.com and its partners or affiliates are for informational purposes only. They should not be used for any legal or any other type of advice. We do not endorse any author, contributor, writer or article posted by our team.
Mike Bradbury has sinced written about articles on various topics from Web Development, Computers and The Internet and Arts. Mike Bradbury is an employee of Objectware, Inc, (http://www.objectwareinc.com) an Atlanta web design company specializing in ecommerce solutions, custom web applications, wireless integration, search engine marketing and custom shopping cart software (ht. Mike Bradbury's top article generates over 27100 views. Bookmark Mike Bradbury to your Favourites.
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