8:00am-4:00pm

Registration

8:00am-9:00am

Morning Coffee

9:00am-10:00am

Keynote Roundtable: Why Does Search Get the Credit for Everything?
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.

10:00am-10:30am

Coffee Break in the Expo Hall

10:30am-11:45am

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

Track: Just the Basics
Building a Search Friendly Site
How can you build a website 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.

Advanced Advertising Track
Ads in a Quality Score World
More and more, ranking well in paid search listings is 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.

Searcher Track
Getting Vertical Search Right
The need for specialized search capabilities has never been more prevalent than it is today. Established leaders and experts in vertical search application and execution will discuss the state of the industry, positive and negative experiences, and best practices for answering needs of today's demanding searchers.

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.

Social Media Track
Social Media Marketing: What is it and What is it Good For?
Marketing to and through social networks means humans are hot again. Not as directory editors; it's Web 2.0, and your customers are in control. The old-fashioned media buy has gone bye-bye. Social media marketing is fast emerging as a must-have in search strategies. Learn about the social search revolution, and hear case studies of how marketers have successfully promoted brands and products with it.

11:45am-1:00pm

1:00pm-2:15pm

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

Track: Just the Basics
Link Building Basics
Discover how search engines rely on link analysis as an important component for rank web pages. Learn also how to increase traffic to your site by building quality links in an appropriate manner.

Advanced Advertising Track
Auditing Paid Listings & Click Fraud
Did you really get that much traffic from paid listings last month, or is something funny going on? Reviewing your paid traffic is an essential task any serious search engine marketer should undertake. Discover how to spot abnormalities and follow up with search engines if you suspect a competitor or someone else is creating clicks just to drive up your costs. Also discover the proactive things paid listing providers already do to protect advertisers.

Track: Searcher
Searcher Behavior Research Update
How do searchers interact with search engines? New research is constantly coming out revealing how searchers act. This session explores the latest studies and findings to provide tips and tactics for search marketers to consider.

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.

Social Media Track
Successful Tactics for Social Media Optimization (SMO)
Community-built websites like Facebook, YouTube, Microsoft Tagspace, and 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 to tap into them in an appropriate manner. Hear how-tos and tips from search marketers who have discovered what works today and what to avoid.

2:15pm-2:45pm

2:45pm-4:00pm

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

Track: Just the Basics
Keywords & Content: Search Marketing Foundations
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? How to target the right terms in your paid and organic search marketing, and where these keywords should be used.

Advanced Advertising Track
War of the Search Worlds: Unifying Your Global Search Marketing Program
Managing search for a single product and website is challenging. Managing search for many products, sites, and geographic locations is significantly more difficult. With multi-product, multi-country, and multi-lingual search programs, global companies are struggling to holistically see value and business results. Many large advertisers centralize the management of search and interactive programs to gain better control over visibility, standardization of process and metrics, and improve efficiency globally. Learn how those in the trenches are coping with the sheer number of program components that lead to silos and fragmentation of their current global efforts. In this session you will gain insight into the making of a successful global search marketing program's foundation, including knowledge of localized user behaviors and preferences, along with consistent, automated reporting methods that satisfy the transparency needs of multiple budget owners.

Searcher Track
SEO Rehab & Intervention
It's 2009 and rehab is en vogue from Beverly Hills to Talladega. This session will include 12 steps to finding harmony in a search-dominated world. Confessions from leading experts include how to get off PageRank, vanity news alerts, inbound link and keyword density analysis, and 301's.

*Special note: if you think you are an addict, and would like to be in this session, please click here. Attendee discretion is strongly advised.

Track: Organic Search
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.

Track: Social Media
Social Media Analysis and Tracking
Social Search can be used to drive traffic, conversions, and increase ROI by monitoring conversations happening in cyberspace, often in real time. By using buzz monitoring tools such as Buzzlogic, search professions can be very effective in finding influencer's within online conversations and reaching out to them. As one example of a few that will be presented, learn how Military.com leverages social media and buzz monitoring tools, together with a solid understanding of business goals, to increase profitability.

4:00pm-4:15pm

4:15pm-5:30pm

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

Track: Just the Basics
Maximizing SEO Returns with User Generated Content
When your catalog has 200 million products, grows at $3M per week, and contains content created by users, how do you optimize it?

• Capture the long tail by balancing a user-contributed folksonomy with a site taxonomy that works for both searchers and search engines.
• Provide tools for users to SEO their own content and use the power of community to edit the retail site.
• Measure traffic, model SEO revenue, and track performance across multiple variables.

With user-generated content, you are reaching customers who are ready to buy and customers who are participating in a community. Learn how to maximize SEO returns by developing an SEO strategy that satisfies both markets at all phases of the buying cycle and scales to huge sites.

Track: Advanced Advertising
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.

Searcher Track
Black Hat, White Hat: Playing Dirty with SEO
Some say that "black hat" search marketers will do anything to gain a top ranking and others argue that even "white hat" marketers who embrace ethical search engine optimization practices are ultimately trying to game the search ranking system. Are white hats being naive? Are black hats failing to see the long-term picture? This session will include an exploration of the latest black and white issues, with lots of time for dialog and discussion.

Organic Track
Dealing with New Technologies
Rapid advancements in computer technology, programming, and the search industry show no sign of abating. Nonetheless, one of the largest mistakes that managers make in dealing with new technologies is that they try to fight the fundamental laws of disruptive change. Rather than clinging to the safety of established technology, managers must learn to embrace the principles that apply to disruptive technologies and use them to create new markets and new products. Only by perceiving the dynamics of how disruptive technologies arise can managers truly respond to the opportunities that they present. Join us for lively discussion as we put the challenges, risks, and rewards of dealing with new technologies to the test.

Social Media Track
Facebook, Feeds and Micro-Blogging
From Facebook to MySpace, Twitter to FeedBurner, social software and feeds are reshaping the world we live in and streamlining our online experience. Networking sites like Facebook and social messaging utilities like Twitter bring the human element to the foreground by enabling people to communicate and exchange information with everyone and anyone they trust. Likewise, feeds leverage the social graph by enabling instant distribution of content for publishers, while permitting consumers to easily aggregate and keep track of all their favorite websites and blogs. Join us for a lively discussion as our panel of experts debate the various dimensions of community-driven social applications and the future of how information and messages get shared.

5:45pm-7:15pm

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7:15pm-11:00pm

Sponsored by Search Bash
Just blocks from the Convention Center, from 7 p.m. till late!
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