| 7:30-3:15pm |
Registration |
| 8:00-9:00am |
Morning Coffee |
| 9:00-10:00am |
Morning Keynote
Inside Google Webmaster Central
Be sure to take advantage of this rare opportunity to have an exclusive peek into the latest in Google Search and their one-stop shop for webmaster resources, Webmaster Central. You won't want to miss this candid keynote conversation as Mike Grehan sits down with Maile Ohye, Senior Developer Programs Engineer at Google, to dig deep into Google's approach to supporting site owners, and their breadth of offerings in Webmaster Central.
From site performance to real time search, we'll explore all the latest features and tools to help you better serve your users. Whether you're a newbie interested in reducing duplicate content and submitting Sitemaps, or a veteran more concerned with malware tools and the new verify by DNS record update, we've got you covered.
- Keynote Speaker:
Maile Ohye, Senior Developer Programs Engineer, Google
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| 10:00-10:30am |
Coffee Break in the Expo Hall (open 10:00-3:30pm) |
| 10:30-11:30am |
Attendees may choose to attend one of the three sessions offered during this time.
Track 1
SEO Super Tools
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 latest and greatest 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.
Track 2
All Things Considered
Join this free-wheeling pure question and answer panel featuring some of SES Toronto's most expert speakers. No topic is off limits! Ask them your burning questions but be ready for some candid and surprising answers!
- Moderator:
Mike Grehan, Global VP Content, SES, Search Engine Watch, ClickZ
- Speakers:
Anne F. Kennedy, SES Advisory Board; International Search Strategist, Author, Beyond Ink USA
Bryan Eisenberg, SES Advisory Board; NYTimes Bestselling Author, bryaneisenberg.com
Noran El-Shinnawy, Director of Marketing, BoostCTR
Tami Dalley, Director, Analytics and Insights, Buddy Media
Andrew Goodman, SES Advisory Board; President, Page Zero Media
Maile Ohye, Senior Developer Programs Engineer, Google
Crispin Sheridan, SES Advisory Board; Senior Director of Search Marketing Strategy, SAP
Track 3
Twitter Nation
Within the dramatically expanding social network space, Twitter has become everybody's darling ever since major companies like Dell publicized how many millions of dollars they are actually making via this 140-characters-is-enough micro blogging platform. Of course, the real question is how to bring your message across this huge stream of endless tweets and how to actually be heard in an ocean of white noise without breaking the bank. Obviously, automation is key here - but it does require a lot of insight into the actual mechanics of Twitter in general and online conversations in particular: which automation tools to use? How can you prevent getting your account banned? Treading the fine line between ripping success and utter failure - it's about the right kind of credible interaction. Learn why subtle, "suggestive marketing" works best on Twitter - and how to automate that effectively, too. Plus, effective strategies to outpace your competitors.
- Moderator:
Matt McGowan, Managing Director, Americas, Incisive Media
- Speakers:
Tracy Falke, Director of Content, Search, Social Media & Emerging Technology, Powershift Media Group
Paul Madden, Owner, Automica Limited
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| 11:30-11:45am |
Session Interval |
| 11:45-12:45pm |
Attendees may choose to attend one of the three sessions offered during this time.
Track 1
Introduction to Paid Search
Paid placement is a form of search advertising that provides a top ranking in return for payment. Every major search engine offers a paid placement program. Learn what's available in this session that is especially geared toward beginners, with details on programs from major providers and advice on how to succeed.
Track 2
Meaningful SEM Metrics
As knowledge of SEM practices moves from the offices of the optimizers to the board room, the standard metrics used by the practitioners of this former dark art are straining under the weight of the all powerful bottom line. The days when upper management was impressed by subtle changes in Page Rank have been replaced by questions of LTV and ROI. As more resources are being dedicated to creating the perfectly optimized and keyword rich landing page, C-level executives are demanding proof of the return they are receiving from these resources. This panel will discuss a myriad of ways to move beyond Page Rank, indexed pages or linked sites and into metrics that can make you a hero and, better still, get your budget increased to a respectable level.
- Moderator:
Bryan Eisenberg, SES Advisory Board; NYTimes Bestselling Author, bryaneisenberg.com
- Speakers:
Richard Zwicky, Chairman, BlueGlass
Noran El-Shinnawy, Director of Marketing, BoostCTR
June Li, Founder & Managing Director, ClickInsight
Tami Dalley, Director, Analytics and Insights, Buddy Media
Track 3
Advanced Paid Search Tactics
Your campaigns are performing OK. How to take them to the next level? Advanced PPC tactics can actually be more fun than basic ones, because you get to activate both left and right brain power, tapping into your own unique aptitudes as well as your customers' deepest desires. This session covers campaign expansion techniques, advanced ad testing, advanced auction theory, the proper use of relevant analytics reports, ideas for bid rules and campaign automation, techniques for acting on seemingly inconclusive data, and more.
- Moderator:
Anne F. Kennedy, SES Advisory Board; International Search Strategist, Author, Beyond Ink USA
- Speakers:
Matt Rogers, Manager, Online Sales, Google
Andrew Goodman, SES Advisory Board; President, Page Zero Media
Jon Myers, SES Advisory Board; Director, Account Management, Yahoo! UK & Ireland
Jeff Lancaster, Managing Director, Outrider
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| 12:45-1:45pm |
Networking Lunch in the Expo Hall |
| 1:45-2:45pm |
Attendees may choose to attend one of the three sessions offered during this time.
Track 1
Introduction to Information Retrieval on the Web
This session could well be entitled "How Search Engines Work" as it delves into the methods used by crawler based search engines such as Google. Understanding how search engines gather information from billions of documents and index them is essential knowledge for search engine marketers. And having a much better understanding of how hyperlink based ranking algorithms such as Google's PageRank works, goes a long way towards helping you develop a solid linking strategy.
- Find out how search engine crawlers work
- Find out how keywords are weighted and indexed
- Find out how hyperlink based ranking algorithms work
- Find out how end user behavior can affect ranking
- Find out how to future proof your search marketing strategy in a new decade of search
And it's all broken down into simple-to-understand terms and analogies.
- Introduction by:
Jonathan Allen, Director, Search Engine Watch
- Solo presentation by:
Mike Grehan, Global VP Content, SES, Search Engine Watch, ClickZ
Track 2
Canada-Specific SEO & PPC Issues
While many search engine optimization matters are common globally, Canadian companies specifically face a unique collection of optimization issues due to our proximity to the United States. Panelists offer a variety of practical approaches to dealing with a host of Canada-specific SEO challenges, as well as covering key issues for paid search marketers in Canada.
Track 3
Search Ads & Landing Page 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 to ensure a smooth and profitable visitor experience. This clinic will examine actual ads and landing pages offered up by volunteers from the audience.
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| 2:45-3:15pm |
Afternoon Break in the Expo Hall |
| 3:15-4:15pm |
Attendees may choose to attend one of the three sessions offered during this time.
Track 1
Search, PR & the Social Butterfly
RT this. Take social media to the boardroom! Social media continues to spread its wings with the advent of Google Social Search, Bing, Twitter Search and Yahoo's Twitter-like moves. With the demise of traditional media outlets and the rise of search and social, PR firms have also gotten a big lift and muscled in on the territory once ruled by advertising agencies. Time to eighty-six the anachronistic press kits and media lists and hand over the keyword rich online status updates and Twitter feeds. Don't miss this opportunity to hear firsthand from online PR/social media pros that bridge the best of both worlds while influencing SEO via Profiles, Fans, Tweets, Friends and Follows.
- Moderator:
Greg Jarboe, President & Co-founder, SEO-PR
- Speakers:
Lisa Buyer, President & CEO, The Buyer Group
Adam Singer, Account Manager, TopRank Online Marketing
Neil Johnson, Account Director, High Road Communications
Track 2
Facebook Feeding Frenzy: Targeting Opportunities, Privacy Challenges
Facebook and other social media platforms (Twitter, LinkedIn) offer tremendous new segmentation and ad targeting opportunities to marketers. Ahead-of-the-curve marketers are already researching segments, evaluating strategies, testing ad creative, and getting into the weeds measuring performance in this unprecedented targeting playground where interconnected users are willing to openly share their interests and content. But is it all too easy for marketers because Facebook et al. are cavalier about privacy and disclosure? Is a user backlash or a regulatory firestorm on the horizon? Canada is notorious in that its Privacy Commissioner openly challenged Facebook on its default settings and disclosure. Which way will the wind be blowing in a year's time? Panelists explore both the opportunistic and paranoid perspectives on social media marketing. Take your pick.
- Moderator:
Andrew Goodman, SES Advisory Board; President, Page Zero Media
- Speakers:
Mark Rosenberg, Of Counsel, Sills Cummis & Gross P.C.
Dennis Yu, Chief Executive Officer, BlitzLocal
Duane Brown, Brand Manager, Hover, a service of Tucows Inc.
Helen M. Overland, VP Client Services, Search Engine People
Track 3
Tough Love: Get Your Site Tuned Up
This interactive session will take volunteers from the audience who would like to have their sites reviewed by two of the industry's top experts. They may not be gentle but you will love the end results!
- Moderator:
Jon Myers, SES Advisory Board; Director, Account Management, Yahoo! UK & Ireland
- Speakers:
Jonathan Allen, Director, Search Engine Watch
Dawn Wentzell, Senior Account Manager, Outspoken Media
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4:15-5:15pm
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Open Mic: Black Hat White Hat - Does it Really Matter Anymore?
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