Agenda: Day 2 - Wednesday, 20th February 2008 - Search Engine Strategies London

Agenda - Day 2

Day 2 - Wednesday, 20th February 2008*
8:00am-5:00pm	Registration
8:00am-9:00am	Morning Coffee
9:00am-10:00am	Keynote Roundtable: The Changing Search World The recent possibilities presented with a Microsoft/ Yahoo world represent the culmination of the ongoing battle for mindshare in accessing the world's information. We have front row seats to these events as they unfold. With an introduction from author and thought leader Nick Carr, search experts and analysts discuss the impact of these changes in an interactive format. Moderator: Kevin Ryan, Vice President, Global Content Director, Search Engine Strategies and Search Engine Watch Introduction by: Nick Carr, Author of The Big Switch, Rewiring the World, From Edison to Google Speakers: Mike Grehan, SES London Co-Chair and Founder and CEO, Searchvisible Ltd. Steven Kaufman, SVP Media Director, Digitas Bryan Eisenberg, Co-Founder, Future Now Inc. Erica Schmidt, Global Director of Search, Isobar Paul Doleman, CTO & Head of PPC, iCrossing and SEMPO UK & Europe
10:00am-10:30am	[ back to top ] Morning Break
10:30am-11:30am	Attendees may choose to attend one of the three sessions offered during this time. Fundamentals Track Successful Site Architecture Learn to successfully architect your site for search engines and how specific page elements and design technologies may impact your ability to gain good organic listings. Covers topics such as directory and file structure, server-side includes (SSIs), 404 error trapping, JavaScript, robots.txt use, frames, secure area usage, and much more. Toward the end of the session, volunteers from the audience will have their sites examined to see how changes could be made to their site architecture and design to increase search engine traffic, as time allows. It's highly recommended for those new to search engine marketing to have previously attended the "Search Engine Friendly Design" session on Day 1. Introduction by: Kevin Ryan, Vice President, Global Content Director, Search Engine Strategies and Search Engine Watch Speakers: Alan Perkins, Head of Search Marketing, SilverDisc Limited Search Advertising Track Landing Page Testing & Tuning Getting someone to click on your search ad is only half the battle. Once visitors arrive, the landing pages you display to them are a crucial component in converting them into buyers. This session looks at ways to test and tweak your landing pages to get that conversion. NOTE: The session is designed for those who are already familiar with how paid placement works. Moderator: Mike Grehan, SES London Co-Chair and Founder and CEO, Searchvisible Ltd. Speakers: Jon Myers, Head of Search, MediaVest Marco Corsaro, Founding Partner, Managing Director, 77Agency Dr. Ralph Wilson, Founder and Editor-in-Chief, Web Marketing Today® Organic & Beyond Track News Search SEO News search engines offer a great way to receive targeted traffic related to breaking topics or to help with a public relations launch. In this session, we look at how to make use of press releases and news content to tap into the power of news search. Moderator: Anne Kennedy, Manager, Managing Partner, Beyond Ink Speakers: Greg Jarboe, President and Co-Founder, SEO-PR Lee Odden, CEO, TopRank Online Marketing Tim Gibbon, Director, Elemental Communications
11:30am-11:45am	[ back to top ] Session Interval
11:45am-12:45pm	Attendees may choose to attend one of the three sessions offered during this time. Fundamentals Track Search Term Research & Targeting The bedrock to success with search engines is understanding which search terms to target. Fail in that and your audience may never find you. This session covers ways to undertake search term research that is crucial to succeeding with your search engine marketing efforts, whether that be via free or paid listings. Toward the end of the session, volunteers from the audience will have their sites reviewed for search term research issues, if time allows. Moderator: Kevin Ryan, Vice President, Global Content Director, Search Engine Strategies and Search Engine Watch Speakers: Christine Churchill, President, KeyRelevance Maxime Grandchamp, President, Trellian Europe Lisa Ditlefsen, Head of Search & Web Analytics, Base One Interactive Tor Crockatt, Group Manager Editorial Operations EMEA, Microsoft Digital Advertising Solutions Search Advertising Track Converting Visitors into Buyers Getting visitors to your web site is only half the battle. To be victorious, you need them to convert into customers by making purchases, signing up for services or fulfilling whatever are your goals. Learn about making this conversion. The latter part of the session takes volunteers from the audience and examines their web sites live to provide general feedback about changing them to improve visitor conversion. Introduction by: Mike Grehan, SES London Co-Chair and Founder and CEO, Searchvisible Ltd. Speakers: Brian Clifton, Head of Web Analytics, EMEA, Google Bryan Eisenberg, Co-Founder, Future Now Inc. Steve Jackson, Senior Consultant, Web Analytics & Search Marketing, SATAMA, & International Co-Chair, Web Analytics Association Jim Sterne, Target Marketing & Chairman, Web Analytics Association Organic & Beyond Track Blog & Feed Search SEO This session explores how specialized blog and feed (RSS/Atom) search engines gather content and provides tips on tapping into these growing forms of traffic. Moderator: Andrew Goodman, Principal, Page Zero Media Speakers: Amanda Watlington, Owner, Searching for Profit Lee Odden, CEO, TopRank Online Marketing Massimo Burgio, Founder and Chief Strategist, Global Search Interactive
12:45pm-2:00pm	[ back to top ] Networking Lunch
1:00pm-1:45pm	Google University: Basics / Analytics (FREE with conference registration)
2:00pm-3:00pm	Attendees may choose to attend one of the three sessions offered during this time. Fundamentals Track Compare & Contrast: Ad Program Strategies The major search ad networks all operate differently, sometimes radically so. This session looks at some of the key differences between them and how to make these as painless as possible or even work to your advantage. Moderator: Andrew Goodman, Principal, Page Zero Media Speakers: Thomas Bindl, Founder and CEO, Refined Labs GmbH Steven Kaufman, SVP Media Director, Digitas Richard Gregory, COO, Latitude Group Search Advertising Track European Search Marketing Case Studies This session will provide real-life examples of firms that have deployed successful search marketing campaigns throughout Europe and the U.K. Moderator: Mike Grehan, Co-chair, SES London and Founder and CEO, Searchvisible Ltd. Speakers: Andy Atkins-Krüger, Managing Director, WebCertain Europe Ltd Andrew Girdwood, Head of Search, bigmouthmedia Jaron Schaechter, Managing Director / CEO, XnX GmbH Organic & Beyond Track Video & Podcast SEO New products make it easier to locate video content from across the web or to find "podcast" programs, on-demand radio-like shows people can listen to on MP3 players or their computers. This session will provide a look at various services and how to get your content visible and audible within them. Moderator: Anne Kennedy, Manager, Managing Partner, Beyond Ink Speakers: Amanda Watlington, Owner, Searching for Profit Onil Gunawardana, Vice President / General Manager Advertising, blinkx Tim Gibbon, Director, Elemental Communications Joseph Morin, Partner, Boost Search Marketing and CEO, Storybids, Inc.
3:00pm-4:00pm	[ back to top ] Afternoon Break
3:05pm-3:50pm	Google University: Masterclass (FREE with conference registration)
4:00pm-5:00pm	Attendees may choose to attend one of the three sessions offered during this time. Fundamentals Track Balancing Organic & Paid Listings If you get plenty of "free" listings, there's no need to go the paid route, right? Wrong -- what happens if a change in how search engines rank pages leaves you out of the top results? Well, if you buy your way in, there's no need to worry about the free results! Wrong again. Why not gain free traffic if you're relevant? This session explores issues like these and how to get the balance right between free and paid campaigns. Moderator: Kevin Ryan, Vice President, Global Content Director, Search Engine Strategies and Search Engine Watch Speakers: Dixon Jones, Managing Director, Receptional LTD Jay Bean, Founder, CEO, Orange Soda, Inc. Nathan Levi, Head of Search and Campaign Marketing, Avenue A \| Razorfish Richard Clark, Pureplay Marketing Manager, Dixons.co.uk Search Advertising Track Searcher Behaviour Research Update How do searchers interact with search engines? New research is constantly coming out revealing how searchers act. This session explores the latest studies and findings to provide tips and tactics for search marketers to consider. Moderator: Jon Myers, Head of Search, MediaVest Speakers: Piers Stobbs, Vice President, ComScore Europe Erica Schmidt, Global Director of Search, Isobar Dr. Jon Dodd, Co-founder and Managing Director, Bunnyfoot John Marshall, CTO, Market Motive Organic & Beyond Track Images and Search Engines Regular search engines can't understand text trapped within images, and this session looks at strategies to combat this problem for the image-intensive site. It also examines how to generate traffic using your images via image-specific search engines. Moderator: Anne Kennedy, Manager, Managing Partner, Beyond Ink Speakers: Liana Evans, Director of Internet Marketing, KeyRelevance Scottie Claiborne, Webmaster, Richland County Public Library Maile Ohye, Senior Developer Programs Engineer, Google
5:00pm-5:15pm	[ back to top ] Session Interval
5:15pm-6:15pm	Attendees may choose to attend one of the three sessions offered during this time. Fundamentals Track Linking Strategies Effective linking is crucial, but linking strategies that once worked may not be the way to go today. This session will explore issues such as whether you should buy or sell links, how far is too far in optimizing your internal link structure, and if you operate a network of sites, can natural interlinking be perceived as link spam? Moderator: Mike Grehan, SES London Co-Chair and Founder and CEO, Searchvisible Ltd. Speakers: Dixon Jones, Managing Director, Receptional LTD Ken McGaffin, Internet Marketing Consultant, LinkingMatters Brian Turner, Director, Britecorp, Ltd. Matt Paines, Managing Director, XSEO Ltd. Search Advertising Track Competitive Research Search engines can tell you a lot about your competition, if you know what to look for. Learn how to use search engines to profile your competition, helping you understand what links to gain, ad prices to pay, content to offer and customers to seek. Moderator: Andrew Goodman, Principal, Page Zero Media Speakers: Andy Beal, Consultant, Blogger, & Author, Marketing Pilgrim LLC Maxime Grandchamp, President, Trellian Europe Robin Goad, Director of Research, Hitwise UK Organic & Beyond Track Social Search Overview Humans are hot again, when it comes to search. But this time, it's not the old school method of using a small group of human editors to categorize the web. Instead, search engines are tapping into human knowledge more widely through tagging, click through tracking, search history features and other methods. Learn about the social search revolution that's underway, in this session. Moderator: Kevin Ryan, Vice President, Global Content Director, Search Engine Strategies and Search Engine Watch Speakers: Liana Evans, Director of Internet Marketing, KeyRelevance Scottie Claiborne, Webmaster, Richland County Public Library Joseph Morin, Partner, Boost Search Marketing and CEO, Storybids, Inc.

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