Fundamentals Track
Introduction To Search Engine Marketing
Who are the major search engines? How can their editorial listings send you "natural" or "organic" traffic for free through search engine public relations or search engine optimization efforts?
How can you purchase top rankings or placement through search engine advertising opportunities? This must-attend session for beginners provides an overview of key concepts.

Advanced Track
Search Marketing Europe: New Developments
European search marketers face a dual challenge of optimizing web sites and creating paid search campaigns that work effectively both at home and abroad. This session features European search marketing experts offering the latest news and developments that can give search marketers a competitive edge.

Attendees may choose to attend one of the two sessions offered during this time.

Fundamentals Track
Search Engine Friendly Design
How can you build a web site from the ground up that pleases both crawler-based search engines and your visitors? Discover how "search engine friendly" design can tap into free traffic from search engines. This session is especially suited for beginners who need an overview of important design issues to keep in mind. More technical design issues are covered in the Successful Site Architecture session later on Day 1.

Advanced Track
Search Around the World (in English)
Eastern and Western companies are rushing to get a piece of the action internationally, but does anyone really understand the marketplace? In this session, attendees will learn how to separate hype from actionable activity. Leading experts with "feet on the street" in the Europe, Latin America, Asian Pacific and Australia discuss the marketplace and the impact it's having on the world.

Fundamentals Track
Search Advertising 101
Paid placement is a form of search engine 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 from advertisers.

Advanced Track
The Universal Search Conundrum
The online search universe is expanding but does this mean that more people will start using a wider variety of search tools to find what they want online? Or, does the advent of the Google Universal search model mean that the vertical search space is finished? By offering users a more integrated and simple set of results the next generation of search multiplicity with Ask’s 3D, Microsoft Live Search and Yahoo along with Google have raised more questions than answers. Have they eliminated the need to search text, images, news, maps, books, blogs and local content separately? Join us as we debate the significance of Google's revamp on "the search universe" and how searches conducted across the other major search engines could be impacted.

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.

Advanced Track
Web Analytics & Measuring Success
How do you know if you've been successful with search engines? You can check your "rank" at search engines for particular keywords, analyze log files to see the actual terms people used to reach your web site or make the ultimate jump and "close the loop" by measuring sales conversions and return-on-investment (ROI). This panel explores ways to measure success and what statistics you should really care about.

Issues & Strategies Track
Actionable Social Media
Community-built web sites, the popular Wikipedia, picture-sharing sites and new sites allowing content being 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 to tap into them in an appropriate manner.

Tactics Track
Site Clinic
This interactive session takes volunteers from the audience and examines their web sites live to provide general feedback about improving them to gain more traffic from search engines.