| 8:00am-4:00pm |
Registration |
| 8:00am-9:00am |
Morning Coffee
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| 9:00am-10:00am |
Morning Keynote
John Gerzema
The Brand Bubble: The Looming Crisis in Brand Value and How to Avoid It
- Keynote Speaker:
John Gerzema, Chief Insights Officer, Young & Rubicam Group
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| 10:00am-10:30am |
Coffee Break |
| 10:30am-11:45am |
Attendees may choose to attend one of the five sessions offered during this time.
Organic Track
SEO Through Blogs & Feeds
Not yet running a blog? Not syndicating your content through web feeds? Then you're missing out on an important area that can help your overall SEO efforts. Learn more about the unique advantages blogs and feeds offer to search engine optimization.
- Moderator:
Rebecca Lieb, Search Authority and Author, The Truth About Search Engine Optimization
Advanced PPC Track
Advanced Keyword Research
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? This advanced session will demonstrate how to target the right terms in your paid and organic search marketing, and learn where these keywords should be used.
- Speakers:
Christine Churchill, President, KeyRelevance
Ron Jones, President/CEO, Symetri Internet Marketing
Frederick Vallaeys, AdWords Evangelist, Google
Stacey Helman, Agency Development Executive, Microsoft
Sage Lewis, President, SageRock.com
Robert Clinite, Director, Central Strategic Account Management, Ask Sponsored Listings
Social Media & Blogging Track
An Update on Social Media Optimization
Community-built web sites, Facebook, YouTube, Microsoft Tagspace, Wikipedia and new sites allowing content to be shared through "tagging" can be a great way to tap into links and search-driven traffic. This session looks at some social media services and strategies and demonstrates how to tap into them in an appropriate manner. Hear how-tos and tips from search marketers who have discovered what they have learned from their experiences in optimizing social media.
- Speakers:
Liana Evans, Author and Co-Founder & CEO, LiBeck Integrated Marketing
Dave Snyder, SVP of Search, Blueglass
Benu Aggarwal, Founder & President, Milestone Internet Marketing
Marty Weintraub, President, aimClear
Chris Winfield, CMO / Managing Partner, BlueGlass
Issues & Answers Track
Duplicate Content & Multiple Site Issues
More and more site owners are concerned that they might get penalized accidentally or overtly because of duplicate content. If you run mirror sites, will search engines ban you? If you have listings that are similar in nature, is that an issue? What happens if you syndicate content through RSS and feeds? Will other sites be considered the "real" site and rob you of a rightful place in the search results? This session looks at the issues and explores solutions.
- Moderator:
Anne F. Kennedy, SES Advisory Board; International Search Strategist, Beyond Ink USA
- Speakers:
Shari Thurow, Founder & SEO Director, Omni Marketing Interactive
Mikkel deMib Svendsen, Creative Director, deMib.com
Sharad Verma, Senior Product Manager, Yahoo! Search Technology
Sasi Parthasarathy, Program Manager, Bing
Eric Enge, President, Stone Temple Consulting
Clinics & Tools Track
Extreme Makeover: Live Ad Copy & Continuity Clinic!
Does your PPC ad make a promise that your landing page can't keep? Make sure that your ad copy and landing page contents are in alignment with each other to ensure a smooth and profitable visitor experience. This clinic will examine actual ads and landing pages offered up by volunteers from the audience.
- Moderator:
Dana Todd, Vice President of Performance Innovation, Performics
- Speakers:
Scott Brinker, President & Chief Technology Officer, ion interactive
Karl Blanks, Chairman, Conversion Rate Experts
Mel Carson, Microsoft Advertising Community Manager, Microsoft Advertising
|
| 11:45am-12:45pm |
Networking Lunch |
| 12:45pm-2:00pm |
Attendees may choose to attend one of the five sessions offered during this time.
Organic 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:
Mark Jackson, SEW Expert & President/CEO, VIZION Interactive
- Speakers:
Greg Jarboe, President & Co-founder, SEO-PR
Lisa Buyer, President & CEO, The Buyer Group
Dana Todd, Vice President of Performance Innovation, Performics
John Shehata, Director of SEO & Social Media, Advance Internet, Inc.
Advanced PPC Track
Advanced Paid Search Techniques
How can you best tap into long tail terms? Are there targeting techniques you're overlooking? This session examines these and other techniques to help you get more out of paid search.
- Speakers:
Josh Fialky, Senior Client Services Manager, Idearc Search Marketing
Thomas Bindl, SES Advisory Board & Founder & CEO, Refined Labs GmbH
Matt Van Wagner, President, Find Me Faster
David Sprinkle, VP of Analytics, ROI Labs
Andrew Goodman, SES Advisory Board; President, Page Zero Media
Wister Walcott, Co-founder & VP of Products, Marin Software
Social Media & Blogging Track
4 Views of Social Media: Planning a Successful Social Media Strategy
Social media has many faces. One is the purist viewpoint of social media whereby social media practitioners see social media and only social media. Another is the advertising and PR approach. Here practitioners want to control what social media can do. Add into the mix the search marketing viewpoint where practitioners see not only links but also how to complement PPC and SEO. And finally there's the perspective of the end user that marketers tend to forget about! How can marketers utilize all four aspects of this powerful medium to their advantage and create successful strategies? This panel will discuss effective ways to combine several elements of social media ranging from blogs to networking to social news - to form successful social media strategies. Every business is different but attendees will walk away from this session with a solid foundation for social media strategy.
- Moderator:
Pauline Ores, Senior Marketing Manager, Social Media Engagement, IBM Corporation
- Speakers:
Liana Evans, Author and Co-Founder & CEO, LiBeck Integrated Marketing
Beth Harte, Sr. Subject Matter Expert, Digital Marketing , Serengeti Communications
Rob Key, CEO, Converseon
Issues & Answers Track
Brand & Reputation Management
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.
- Speakers:
Kristjan Mar Hauksson, Founder, Search & Online Comm., Nordic eMarketing
Mark Rosenberg, Of Counsel, Sills Cummis & Gross P.C.
Lela Phommasouvanh, Senior Search Marketing Consultant, FindLaw
Lee Odden, SES Advisory Board; CEO, TopRank Online Marketing
Paul Elliott, Partner, Rosetta
Clinics & Tools Track
SEO Tools of the Trade: What's in YOUR Toolbox?
If you are responsible for your company's search engine optimization, then you know that you need all of the various tools of your trade close at hand. This session will describe the tools that will help you to accomplish your tasks including indexing, competitive analysis, site ranking, diagnosing and remedying problems, page level information, site level information, on-page optimization and much more.
- Speakers:
Dr. Horst Joepen, CEO, Searchmetrics
Marcus Tandler, CEO/Partner, Tandler.Doerje
Todd Friesen, Director of SEO, Performics
Bruce Clay, President, Bruce Clay, Inc.
Sharad Verma, Senior Product Manager, Yahoo! Search Technology
|
| 2:00pm-2:15pm |
Session Interval |
| 2:15pm-3:30pm |
Attendees may choose to attend one of the five sessions offered during this time.
Organic Track
Google Website Optimizer: Radically Improve your Conversion Rate!
Do you know what you are missing by not testing? Many small and large companies have seen testing result in thousands to millions of dollars in recurring revenues.
Join this lively panel to hear case studies and discuss testing techniques utilizing Google's new Website Optimizer Application. We'll share beginner to advanced tips on how to get started right away testing your site so you will be able to:
- Increase website conversion rates
- Decrease visitor bounce rates
- Increase time spent on your site
- Increase visitor satisfaction
- Eliminate guesswork from site design
- Moderator:
Bill Hunt, SES Advisory Board; President, Back Azimuth Consulting
Advanced PPC Track
Ads in a Quality Score World
More and more, ranking well in paid search listings is less and less about how much you pay and more about the "quality" of your ad campaign. But what goes into making up your quality score? In this panel, we'll take a closer look at quality factors and give tips on increasing the perceived relevancy of your campaigns.
Social Media & Blogging Track
Online Communities: A Bonanza of Content for Searchers and Search Engines
An online community for your niche can be a welcoming place for current and future customers. Let your customers and prospects engage in conversation while they/you provide valuable information, give them a place to connect with others, and let them praise and vent. Of course you also make it easy for them to learn more about your product or service and help them purchase. You should also think about the fact that search engines LOVE this kind of content! It is relevant to the category and has lots of text and keywords. Search engines want to see more content that is customer-generated instead of the same old product pitches. But you need to make sure your community and review/rating environment is search-friendly as there are some potential issues that can take you unaware.
All the basic SEO best practices should come into play when developing a community based site. This session will discuss techniques for getting your community and review sites indexed, including Google webmaster tools usage, minimizing duplicate content, technical issues that may arise, and tagging. Attendees will learn how to use communities and review sites as part of an internal linking campaign to help the engines understand what pages on your site are important for displaying in search results. Two case studies - 1 B2B and 1 consumer - will be used as examples of well-indexed, well-linked communities.
- Introduction By:
Rebecca Lieb, Search Authority and Author, The Truth About Search Engine Optimization
Issues & Answers Track
Independent SEM/SEOs: Issues & Answers
While building their businesses, many SEMs and SEOs fly by the seat of their pants. While many issues they deal with are identical to any other type of business, there are issues unique to running/growing a search business. For instance, many small to medium sized independent SEO and SEM agencies may not be able to get the errors and omissions insurance offered to larger agencies. Is your business protected against significant Google overspends? And how has the current economic climate affected smaller agencies? How have the valuations of independent SEM/SEOs been impacted? And what about competitive positioning - how can you enhance your company's value for a transaction in 2009? Hear the answers to these questions and more from our panel of experts.
- Speakers:
Patricia Hall, Managing Partner, Hallmark Capital
Yuval Marcus, Partner, Leason Ellis LLP
Heather Rogers-Symon, Asst Director Business Development, HUB International, Northeast
Kathleen Fealy, President / Web Strategist Consultant / Certified Usability Analyst, KF Multimedia & Web, Inc.
Clinics & Tools Track
Extreme Makeover: Live 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:
Liana Evans, Author and Co-Founder & CEO, LiBeck Integrated Marketing
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| 3:30pm-3:45pm |
Session Interval |
| 3:45pm-5:00pm |
Attendees may choose to attend one of the five sessions offered during this time.
Organic Track
The Importance of Usability and Accessibility in Search
Build a user-friendly site and chances are you've also built a search engine friendly site. Learn how good usability and accessibility can help your human visitors plus bring in the search traffic.
- Moderator:
Anne F. Kennedy, SES Advisory Board; International Search Strategist, Beyond Ink USA
- Speakers:
Matthew Bailey, SES Advisory Board; President, Site Logic Marketing
Kathleen Fealy, President / Web Strategist Consultant / Certified Usability Analyst, KF Multimedia & Web, Inc.
Advanced PPC Track
Don't Be Afraid of the Dark: Black Hat PPC Tactics
The marketplace is very familiar with Black Hat SEO tactics and discussions, and full of great ideas. But what about PPC? PPC discussions at conferences center around ways to manage, monitor, optimize, and measure your paid search campaigns. But the reality is that when implementing paid campaigns expert practitioners rely on more than straightforward bid management. This session will bring together three experts in PPC campaign management who will disclose ways which they assist paid campaigns beyond the normally documented limits generally discussed.
Social Media & Blogging Track
Blogging for Business
With more than 71 million blogs currently being tracked by Technorati, the opportunities for businesses to speak with their customers is nearly unlimited. That's why more and more companies are turning to the blogosphere to connect with consumers. Never before have businesses had such effective access to the frustrations and desires of their target audience. Learn more about harnessing the power of blogs to build buzz about a business online.
- Moderator:
Matt McGowan, Managing Director, Americas, Incisive Media
Issues & Answers Track
Privacy, Intellectual Property & Trademark Issues: What You Must Know
In 2008, U.S. paid search advertisement revenue is expected to reach 15.52 billion. This represents a 31.9% increase over 2007. Despite this tremendous growth, uncertainty in recent court developments may discourage search engine marketers from purchasing keywords that are trademarked by others for fear of being found liable for trademark infringement. The presentation will include a discussion of the state of the law as well as legal ways to use another's trademark to enhance your visibility on the web and will also touch on the latest developments in privacy law, including the CAN-SPAM Act.
Clinics & Tools Track
Extreme Makeover: Live 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.
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