| 7:00-6:30pm |
Registration |
| 7:30-8:45am |
OMI Workshop: Social Integration: Creating Interactive Conversations Across Channels |
| 8:00-9:00am |
Morning Coffee |
| 9:00-10:00am |
Conference Welcome & Keynote
- Keynote Speaker:
Amber Mac, Consultant, TV Host, Author and Journalist, AmberMac.com
|
| 10:00-10:30am |
Grand Opening of the Expo Hall (open 10:00-6:30pm) |
| 10:30-11:30am |
Attendees may choose to attend one of the three sessions offered during this time.
Track 1
The Basics of Link Building
Discover how search engines rely on link analysis as an important component for ranking web pages. You will also learn how to increase traffic to your site by building quality links in an appropriate manner.
- Solo presentation by:
Jeff Quipp, Founder and CEO, Search Engine People Inc
Track 2
Is Retargeting/Remarketing Right for You?
Research shows that as many as 90% of the people who visit a website leave without completing any action that online marketers intend them to take, such as making a purchase. A devastating statistic like this should propel marketers to find more effective techniques for communicating with their customers online. It's shocking that despite this knowledge, Remarketing remains the most underutilized online marketing technology (source: Survey by Advertise.com and SEMPO Dec. 2009).
Remarketing, also known as retargeting, is a technology that allows marketers to show their ads to former site visitors while they surf elsewhere on the web. Sounds very simple, however a lack of awareness around the technology has ruffled some feathers in the industry.
In this session industry experts will share their experiences with Remarketing and the impact it has had on advertisers' overall ROI. The panelists will also address the lack of awareness and the issues that have arisen surrounding Remarketing as a result.
- Moderator:
Matt McGowan, Managing Director, Americas, Incisive Media
- Speaker:
Andrew Goodman, SES Advisory Board; President, Page Zero Media
Chris Sukornyk, CEO, Chango, Inc.
Dan Taylor, Director, Google Display Network , Google Inc.
Track 3
Content Marketing Optimization
The core of any search or social media marketing program centers on content. Digital assets, rich media, web pages, MS Office and PDF docs as well as content created and shared by consumers all offer opportunities for optimization. If it can be searched, it can be optimized!
Online marketing is increasingly competitive and brand marketers world-wide are seeking real advantages that will improve the efficiency and impact of their Social Media and SEO efforts. This presentation will provide unique insight into content based optimization strategies and processes as well as tactics for sourcing, creation and promotion of optimized content on the social web.
- Solo presentation by:
Lee Odden, SES Advisory Board; CEO, TopRank Online Marketing
|
| 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
Information Architecture for the Modern Website
We all know how to develop sites to be search friendly but how do we architect sites for the rapidly evolving cross-media challenges of social media, real time and user generated content. Come learn how design and deploy a next generation site architecture that maximizes your chances of findability no matter where and how searchers look for you.
- Solo presentation by:
Shari Thurow, Founder & SEO Director, Omni Marketing Interactive
Track 2
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.
- Solo presentation by:
Mike Grehan, Global VP Content, SES, Search Engine Watch, ClickZ
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Track 3
Enterprise Level SEO
The enterprise level SEO session is designed to meet the specific challenges of large enterprise organizations. Topics for discussion will include SEO tactics specific to large sites (sites with thousands, if not millions of pages), the challenges of educating key stakeholders in the organization including budgeting issues, and implementation hurdles common to large organizations including CMS issues and IT team challenges. This session will also include a proven model of organization for your enterprise level SEO campaign as well as a summary of key metrics that you should be measuring to drive ongoing SEO strategy. If you are the SEO point person for an enterprise level organization with a lot of moving parts, this session is just for you!
|
| 12:45-2:00pm |
Networking Lunch in the Expo Hall |
| 2:00-3:00pm |
Attendees may choose to attend one of the three sessions offered during this time.
Track 1
SEO 101
Search has one of the lowest customer acquisition rates, simply because it is a "pull" medium, allowing people to find you when they need you. Search engine optimization will help you position your website properly to be found at the most critical points in the buying process. This SEO overview will help you understand what the search engines are looking for, and how the principle of building your site for your customers will also please the search engines. In clear, non-technical language, you'll learn the latest optimization trends along with the best practices necessary to make an immediate impact on your internet presence and website profitability.
- Solo presentation by:
Bruce Clay, President, Bruce Clay, Inc.
Track 2
Managing Your Online Reputation
Google's recent reviews patent and changes to the search results pages (especially local) demonstrate the importance of user-generated content in search. The question for business owners is how do these changes affect customers? And, what can we do to respond to and manage reviews? What if those reviews aren't from legitimate customers? Is it possible to change Google's suggested search results? Beyond Google, what can we do to manage our reputations on-site, in social media, across customer complaint sites, in product searches and in the news? Is it best to take an offensive or defensive approach? What tools and methods work best? And, how does reputation management fit into your organization? These questions and more will be answered in this session with real-world examples and solutions.
Track 3
Meaningful SEO Metrics: Going Beyond the Numbers
As knowledge of SEO practices moves from the offices of the optimisers 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 optimised 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.
|
| 3:00-3:30pm |
Afternoon Break in the Expo Hall |
| 3:30-4:30pm |
Attendees may choose to attend one of the three sessions offered during this time.
Track 1
Introduction to Analytics
Cut to the chase! Use analytics tools to get the specific answers you need about your search marketing campaign's economic performance, your users' on-site behaviors, and how to look for major red flags in traffic patterns. This slate of experts will keep you focused rather than poring through hundreds of pages of meaningless statistics.
- Solo presentation by:
Matthew Bailey, SES Advisory Board; President, Site Logic Marketing
Track 2
Key Points in Launching a Global Website
As the world becomes smaller and search marketing becomes more complex, the era of "ranking well in Google" is over. This is especially true for companies who are targeting multiple markets or countries. This new opportunity also brings many new complexities to be considered other than standard SEO. This session tackles these key issues critical to successfully developing, optimizing, and launching the Global Websites that would meet those next generation marketing goals, without losing control or your mind.
The session will cover the following topics and will include some case studies:
- Keyword research
- Language & cultural issues
- Geographical issues
- Issues involving different engines and platforms
- Leveraging standardized templates to develop global websites
- Cross-border management issues
- Copy writing for multiple audiences
- Adapting unique market trends and techniques
- Moderator:
Crispin Sheridan, SES Advisory Board; Senior Director of Search Marketing Strategy, SAP
- Speakers:
Laura Callow, Senior Search Marketing Manager, Intuit Canada, Global Business Division
Bill Hunt, SES Advisory Board; President, Back Azimuth Consulting
Track 3
Keyword Forensics - Exploring the Hidden Keywords that Many SEO's Miss
Not only will you discover the effective keyword phrases quickly, but in this session you will discover all of the variations of phrasing that 99% of Webmasters often miss. Discover hidden behavioral trends and learn a variety of quick ways to reveal what your ideal buying audience would really appreciate finding in a search.
- Solo presentation by:
John Alexander, Director of Training and Education, Search Engine Workshops
|
| 4:30-5:30pm |
Meet the Experts: Round Table Forum
Join us at our ALL NEW "Meet the Experts Roundtable Forum" where you'll have a unique opportunity to learn, network and share information with your peers and leading industry specialists. With a choice of several roundtable discussions, each focusing on different key topics and featuring 2 experts, this session is not to be missed. Simply choose the roundtable most pertinent to you and join the discussion! You can also move freely between different roundtables to make sure you get the most out of this session. After the forum, take your conversation and new contacts with you straight into the expo hall for our networking cocktail reception where you can continue the discussion over a few drinks.
Choose from the following round tables:
Link Building
-
Jeff Quipp, Founder and CEO, Search Engine People Inc
Chris Boggs, SES Advisory Board; Director, SEO, Rosetta
SEO, PPC, SMO: Trends for 2011
Customer Engagement
Facebook Ad Formats
Video Optimization
Local and Social
Conversion, Testing and Analytics
Mobile, Search and Social
International SEO
Location: Expo Hall
|
| 5:30-6:30pm |
Networking Cocktail Reception in the Expo Hall |
