Agenda: Day 2 - Wednesday, June 18, 2008 - Search Engine Strategies Toronto

Agenda - Day 2

Day 2 - Wednesday, June 18, 2008
8:00am-4:00pm	Registration
8:00am-9:00am	Morning Coffee
9:00am-10:00am	Keynote Presentation Bryan Eisenberg, Co-Founder, Future Now Inc.
10:00am-10:30am	Morning Coffee Break in the Expo Hall
10:30am-11:45am	Attendees may choose to attend one of the three sessions offered during this time. Track: Get Me Up to Speed Search Advertising: PPC 101 Paid search is a form of advertising that places your text ad near search results on engines like Google, Yahoo, and Microsoft Live Search. The ad systems allow you to choose the specific keywords you want to bid on. This popular session walks you through the key concepts, warns of you of key pitfalls in the setup phase, and explores strategies for maximizing profit now and moving forward. Moderator: Andrew Goodman, SES Toronto Co-Chair & Principal, Page Zero Media Speakers: Matt Van Wagner, President, Find Me Faster Track: Practical & Actionable What's Different About B2B? Tailored Strategies Selling to businesses online may involve longer sales cycles, higher price points, lower search volumes, targeting very particular purchasers, and specific sales-funnel tactics. Panelists present practical examples and research to help you develop appropriate tactics. Moderator: Kevin Ryan, VP, Global Content Director, Search Engine Strategies and Search Engine Watch Speakers: Rick Brown, President, NetTrack Marketing Bill Barnes, Co-Founder & EVP, Enquiro Search Solutions Inc. Jim Beretta, Marketing Services Manager, ATS Automation Mike McDerment, CEO (Co-founder), FreshBooks Track: Advanced Search User Behavior How do searchers interact with search engines? New research is constantly revealing how searchers act. This session explores the latest studies and findings to provide tips and tactics for search marketers to consider. Moderator: Greg Jarboe, President and Co-founder, SEO-PR Speakers: Richard Zwicky, Founder & CEO, Enquisite Gordon Hotchkiss, President & CEO, Enquiro Search Solutions Inc. Pavan Lee, Research Manager, Microsoft
11:45am-12:45pm	[ back to top ] Networking Lunch
12:45pm-2:00pm	Attendees may choose to attend one of the three sessions offered during this time. Track: Get Me Up to Speed Keyword Research: Purpose, Tools and Tactics How many keywords do you need in your paid search account? What keywords are your customers searching for? How do customers find products after they reach your site? Learn how to target the right terms in your paid and organic search marketing, and learn where these keywords should be used. Moderator: Anne Kennedy, Managing Partner & Founder, Beyond Ink Speakers: Alan K'necht, President, K'nechtology Inc. Christine Churchill, President, KeyRelevance Louis-Dominic Parizeau, Chief Strategist, Search Marketing, Adviso Michelle Pruitt, Operations Analyst, Microsoft Advertiser and Publisher Solutions, Microsoft Track: Practical & Actionable SEM Toolkit: Marketers Share Competitive intelligence, keyword research, customer profiling, exotic analytics, and visual mouse tracking are just some of the tricks of the trade of search marketers. Guerrilla marketers on the panel show you the favorite tools in their kits. Many are low cost or free. Moderator: Amanda Watlington, Owner, Searching for Profit Speakers: Ken Jurina, President & CEO, Epiar Inc. Julien Raby, Director, Search Marketing, Cossette Communication Group Ian McAnerin, CEO, McAnerin Networks Inc. Track: Advanced Social Media Success One of this year's panelists promises that search marketers have the potential to "own" the social media marketing space because of search's inherent bias toward ROI measurement. Panelists will focus on defining different measures of success, and explore case studies of social media campaigns that helped clients get rich, famous, and better-looking. Moderator: Mitch Joel, President, Twist Image Speakers: Stephan Spencer, Founder & President, Netconcepts, LLC Liana Evans, Director of Internet Marketing, KeyRelevance Marty Weintraub, President, aimClear
2:00pm-2:30pm	[ back to top ] Afternoon Break in the Expo Hall
2:30pm-3:45pm	Attendees may choose to attend one of the three sessions offered during this time. Track: Get Me Up to Speed Link Building: The Basics & Beyond Discover how search engines rely on link analysis as an important component for ranking web pages. Learn also how to increase traffic to your site by building quality links in an appropriate manner. The game is ever-evolving — adapt and win. Moderator: Andrew Goodman, SES Toronto Co-Chair & Principal, Page Zero Media Speakers: Mike Grehan, Global KDM Officer, Acronym Media Debra Mastaler, President, Alliance-Link Jeff Quipp, President & CEO, Search Engine People Track: Practical & Actionable Accessibility, Usability & SEO Which user experience elements have you been neglecting? Is your site working, accessible, intuitive, and persuasive? Is it compliant with government accessibility regulations? Do you have a regimen for user testing? Building a user-friendly and accessible site generally coincides with SEO strategy, but not always. If you make changes to the site, will there be positive or negative repercussions on search engine traffic? Moderator: Anne Kennedy, Manager, Managing Partner, Beyond Ink Speakers: Jane Motz Hayes, Information Designer, WebFeat Joseph C. Dolson, Web Design Consultant Chris Adams, Director of User Experience, Lyris, Inc. Track: Advanced Web 2.0 & Search Engines An overused and amorphous term, "Web 2.0" nonetheless encompasses an evolutionary shift from the typical web user experience of a decade ago. Some aspects of the "new" web environment are great for improving your search traffic. Other developments may lead you to make serious SEO errors. Among other things, Web 2.0 is about new user interface designs that speed up user actions with techniques such as AJAX (Asynchronous Javascript and XML), which allow users to perform operations nimbly without loading a new HTML page. This session will cover AJAX, CSS, user-generated content, and other new trends in web design and user experiences that may require a re-think of your SEO strategy. Moderator: Kevin Ryan, VP, Global Content Director, Search Engine Strategies and Search Engine Watch Speakers: Chris "Silver" Smith, Lead Strategist, Netconcepts Ambles Kwok, Yahoo! Canada Senior Manager of Engineering, Yahoo!
3:45pm-4:00pm	[ back to top ] Session Interval
4:00pm-5:15pm	Attendees may choose to attend one of the three sessions offered during this time. Track: Get Me Up to Speed SEO Don'ts, Myths, & Scams Whether it comes from a cold call, a spam e-mail, or just misguided advice on a forum, there is some information that is just plain wrong. Other "tried and true" tactics are way out of date. Panelists address and debunk their biggest SEO pet peeves, and address your questions and comments in the Q&A.; Moderator: Matt Van Wagner, President, Find Me Faster Speakers: Jill Whalen, CEO, High Rankings Lyndsay Walker, Web Analytics & SEO Coordinator, WestJet Amanda Watlington, Owner, Searching for Profit Track: Practical & Actionable Site Clinic This interactive session takes volunteers from the audience and examines their websites live to provide general feedback about improving them to gain more traffic from search engines. Moderator: Anne Kennedy, Manager, Managing Partner, Beyond Ink Speakers: Larry Bailin, CEO, Single Throw Internet Marketing Jim Hedger, SEO Consultant, Metamend Search Engine Marketing Track: Advanced Giving Credit Where It's Due: Which Campaign Sold What? My search campaign generated $400 million in sales. So did my organic campaign. But my analytics is telling me that my display campaign generated $400 million too. The problem is, I only made $200 million last year. Which statistic should I believe, or should I dismiss them all? This session will focus exclusively on gaining a better understanding of how, when, and where to attribute revenue gains. Moderator: Kevin Ryan, VP, Global Content Director, Search Engine Strategies and Search Engine Watch Speakers: June Li, Founder & Managing Director, ClickInsight Carolyn Cramer, National Sales and Operations Manager, Direct Sales, Yahoo! Search Marketing Jason Dailey, Manager, Search Media Operations, Microsoft

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*Agenda subject to change

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