Organic Track
Meet the Crawlers
Representatives from major crawler-based search engines discuss their services and take questions from attendees.

Vertical Search Issues Track
Search Marketing in Regulated Industries
If you're involved in the financial services, pharmaceutical, gaming or other industries, chances are you have to deal with regulations from the government, from search engines or from your own company about what you can and cannot say on your site and in your ads. How can you stay within the rules yet not compromise your search marketing campaign? This session explores the issues.

Improve Me Track
My SEM Toolbox
Several search marketers share a variety of tools and services they find useful in performing SEO and SEM.

Attendees may choose to attend one of the three sessions offered during this time.

Fundamentals Track
Fun with Dynamic Websites
Web pages or product listings stored in a database or a dynamic page assembly system can be "invisible" to crawler-based search engines. Discover solutions to this problem and the other unique issues that need to be considered by those running dynamic web sites. In addition, discover why dynamic sites needn't be a problem but a benefit when dealing with search engines.

Advanced Track
Putting Search into the Ad Mix
Search engine marketing should be considered as an essential part of any overall marketing campaign, online and off. In this session, we look at successes from considering search from the very beginning, failures that result if this is not done and how other marketing can also help search.

Improve Me Track
Site Clinic
This interactive session takes volunteers from the audience and examines their web sites live to provide general feedback about improving them to gain more traffic from search engines. It repeats at different times during the show. Attend whatever session is most convenient!

Organic Track
Web Analytics & Measuring Success Overview
How do you know if you've been successful with search engines? You can check your "rank" at search engines for particular keywords, analyze log files to see the actual terms people used to reach your web site or make the ultimate jump and "close the loop" by measuring sales conversions and return-on-investment (ROI). This panel explores ways to measure success and what statistics you should really care about.

Issues & Tactics Track
Protecting Your Brand with Search Marketing
Can you use a competitor's trademark in your own search advertising? Or what if a competitor has an ad running on your trademarked brand name? Should you engage professional legal help or are there other options? What if bloggers are posting negative or false claims about your brands and these are spreading with viral speed through other blogs? Are there ways to get these damaging messages out of the search engines? This session will provide an exploration of these and other brand protection issues.

Improve Me Track
Search Advertising Clinic
This clinic will examine actual ads and landing pages offered up by volunteers from the audience, suggesting changes that may improve clickthrough and conversion.

Organic Track
Link Baiting, Buying Links & Other Tactics
What better way to get links than by doing something that makes people feel compelled to link to you? That's link baiting -- coming up with an idea, a service, even a controversy -- that gets people talking and linking your way. Links have been bought and sold to generate traffic even before search engines made significant use of them to influence rankings. This session examines the art of link baiting and how links are bought and sold with strategies on how to stay out of trouble.

Search Advertising Track
Search Head or Search Tail? Getting the Mix Right
The "head" of the search query stream are those terms that get tons and tons of traffic. Many people go after them for the traffic, only to later discover that with popularity can be a lack of focus and conversion issues. The "tail" of the stream queries are those queries that may involve only a few visitors per month, but highly focused visitors that convert well. The downside to the tail is that while the traffic overall can be substantial, you've still got to cover a huge number terms, requiring a different strategy than going after a few head terms. This session looks at ways to get the best of both heads and tails.

Improve Me Track
Site Clinic
This interactive session takes volunteers from the audience and examines their web sites live to provide general feedback about improving them to gain more traffic from search engines. It repeats at different times during the show. Attend whatever session is most convenient!