Search Marketing Expo Advanced

Keynote Q&A: Dr. Qi Lu, President, Online Services Division, Microsoft
Dr. Qi Lu took the helm of Microsoft’s search efforts in January. Now six months into his new role, during this keynote Q&A with Search Engine Land editor-in-chief Danny Sullivan, Lu shares in this some of the changes that have been made to Microsoft Live Search and where the company intends to head in the search space.

SEO Track

Conducting An SEO Audit To Troubleshoot Problems & Tune-Up Performance – Has something gone wrong with your organic search engine traffic? An SEO audit might be in order. This session covers how to conduct an efficient audit that troubleshoots real problems, rather than taking you down blind alleys. It also helps you reassess your current SEO efforts for areas that can be tweaked and improved.

Paid Search Track

Matchmaker, Matchmaker, Make Me …. A Broad Match? Exact Match? Negative Match? – Should you go broad match, especially when some are questioning whether broad match either goes too far or not far enough these days? Would doing exact match be better? How does the strategy shift depending on the type of product or service your pushing, or where you want to reach people in the buying cycle? This session covered advanced theories and applications for keyword matching management.

Business Track

Where To From Here? What’s Next for the Search Engine Marketing Business? – Few of us spend as much time as we’d like (and should) thinking long term. This is your opportunity to invest in the "big picture." We’ll hear views on the state of the search engine marketing industry and the latest predictions about its future.

Sponsored Workshop Track

Bing: A New Approach to Internet Search – Based on the customer insight that 66 percent of people are using Internet search more frequently to make complex decisions, Microsoft identified three design goals to guide the development of Bing: deliver great results; deliver a more organized experience; and simplify tasks and provide insight, leading to faster, more confident decisions. The new service, built to go beyond today’s search experience, includes deep innovation on core search areas including entity extraction and expansion, query intent recognition and document summarization technology as well as a new user experience model that dynamically adapts to the type of query to provide relevant and intuitive decision-making tools.

Join the Bing team in this session where they will deep dive on the trends showing how people are increasingly looking to do more than just search, highlight the innovations we’re introducing, and discuss how you can start thinking about optimizing content for Bing. The session will close with ample Q&A time where we welcome attendees to share feedback and ideas with the team.

Sponsored by:

SEO Track

Flash & Search: How’s It Going These Days? – It’s been nearly a year since Google & Yahoo gained more support to index Flash content. This session takes a close look at how that’s playing out in real life. Can you just leave it to the crawlers to understand Flash now? Do you still need to consider alternatives to help them? Get up to speed on the current state of how search engines interact with Flash.

Paid Search Track

Amazing PPC Tactics – What’s hot and happening with paid search? This session will wow you with some new ideas for your PPC campaigns!

Business Track

How Much Do I Charge For SEM, Especially Now! Search Marketing Agency Pricing Models – There’s nothing like a once-in-a-lifetime recession to fuel creative thinking. In this session, we’ll review popular search marketing pricing models and how people who run search agencies are adjusting things to survive and prosper in these difficult times.

Partners Track

Omniture Presents: How to Incorporate Deeper Metrics and Optimization Technologies into Your SEM Efforts Using Omniture’s Online Marketing Suite – Nearly all paid search campaigns work to optimize metrics such as quality score, click-through-rate, cost-per-click and ROAS/CPA. However, too often the actions which take place after the click and beyond the site are overlooked. By ignoring deeper metrics such as profit per click, Cost/Salesforce stage and advanced on-site conversion metrics such as video views, companies miss huge opportunities to optimize their search campaigns. In this session, Omniture will share proprietary research showing frequently missed measurement and optimization opportunities, and how to take advantage of these gaps in the marketplace.

Sponsored by:

SEO Track

Mega Session: SEO Vets Take All Comers – This PowerPoint-free panel is made up of veteran search engine optimization experts taking questions on SEO issues. Put your biggest challenges to them and come away with solutions.

Paid Search Track

Proving & Improving ROI In Paid Search – As budgets get tighter, proving that paid search is worth every penny becomes even more important. This session explores methods of proving that paid search is paying off more than its share in marketing dollars received, plus it examines ways to get even more ROI out of your campaign.

Business Track

How’d They Do That? Insider Accounts of Recent SEM Business Investments & Sales – Conventional wisdom: private equity – distant memory; public markets – terminated; M&A – extinct. Not! We’ll hear case studies in this session from the people who have successfully negotiated the financing or sale of their companies in this difficult environment. If there’s a liquidity event in your future, you can’t afford to miss this session.