Full Conference Agenda

Industry Issues Track

Introducing the Local Search Engines
Get a quick overview of the major players in local search, and then take the opportunity to ask them questions in this open-forum session.

Search Marketing Track

Managing a Local/Mobile Search Marketing Campaign
Managing a local or mobile search marketing campaign can be a challenge, as there are dozens providers each targeting different potential audiences. How do you choose partners? How do you allocate resources for maximum impact? This session explores the tactical demands of running a successful local/mobile search marketing campaign.

Industry Issues Track

SEO Best Practices for Local Search
Optimizing local content requires different approaches and techniques than traditional SEO. This session focuses on the proven best practices that can help your content rank well in local search results.

Search Marketing Track

Advertising Options for Local Search
Advertisers have numerous options for precisely targeting local search, including geographic and demographic tools, as well as the ability to place ads on Google maps. This session examines the range of ad options for local search and how to get the most from them.

Industry Issues Track

Community-Driven Local Search
Sites like Yelp, Insider Pages and others that aggregate local information and encourage users to contribute reviews, commentary and other content have been called "the future yellow pages." Community-driven local search sites can be a powerful source of referrals for search marketers - come learn how.

Search Marketing Track

Tracking Clicks & Calls to Conversion
One of the major challenges with local and mobile search marketing lies with tracking: Although people search for information online, most purchases are still made at brick-and-mortar stores. This session focuses on techniques for measuring the effectiveness of your local and mobile search marketing campaigns regardless of where the ultimate conversions occur.

Industry Issues Track

Local Search Case Studies
What works in local search marketing? What doesn’t work? How does local search optimization and advertising differ from traditional search marketing? Speakers on this panel share their real-world experiences, successes and failures with local search campaigns.

Search Marketing Track

Putting Search Marketing on the Maps
Maps play an important role in local/mobile search - not only do they pinpoint business locations, they also serve as an alternative local advertising vehicle. This panel explores how maps can be an essential component of a local/mobile search marketing campaign.

Industry Issues Track

Pay-Per-Call Ads: Living Up to the Promise?
Giving searchers the opportunity to place a phone call directly from search results makes intuitive sense, but does it really work? A number of local and mobile search providers have experimented with pay-per-call and offer insights into when pay-per-call works - and when other types of search marketing are more effective.

Mobile Search Track

Introducing the Mobile Search Engines
Get a quick overview of the major players in mobile search, including notable behind-the-scenes providers who sell white-label search to a number of wireless carriers. Then take the opportunity to ask them questions in this open-forum session.

Industry Issues Track

The Ultimate Local Ad Model
Local businesses want leads and customers, not clicks. Although pay-per-click and pay-per-call are the two prevalent ad models to reach local searchers, will other models like CPA/PPA ultimately be more effective?

Mobile Search Track

SEO Best Practices for Mobile Search
Even the best optimized web sites can turn into disasters if not properly tuned for mobile search engines. Learn how to adapt your web site (or create a mobile-specific site) to leverage the unique characteristics of mobile search tools.

Industry Issues Track

Show Me the Money!
Analysts say that local and mobile search marketing will attract billions in spending in the near future - but given the fragmentation in the market, who’s really making money now? More importantly, how should search marketers place their bets to insure maximum future success?

Mobile Search Track

Advertising Options for Mobile Search
Mobile search advertising is still in its infancy. How do you create an effective ad in a tiny space? How can you effectively track the performance of ads? And which advertising networks are the most effective at reaching the mobile searchers you’re targeting? This panel explores these and other issues related to mobile search advertising.

Industry Issues Track

Understanding Intent: What Local/Mobile Searchers Want
People using local and mobile search services don’t want information, they want action, mobility, convenience, instant gratification and increasingly, interaction with others. This session explores the needs and behavior of local and mobile searchers, offering tips on how best to reach them with your search marketing campaigns.

Mobile Search Track

Mobile Search: Beyond 10 Blue Links
Mobile searchers don’t want lists of web pages - they want answers or fast ways to take action. Mobile search providers are increasingly experimenting with alternative interfaces, such as location-aware browsing, voice recognition, text messaging and other innovative approaches. Learn about these new efforts and how they potentially impact mobile search marketing efforts.

Industry Issues Track

The Future of LoMo: When Technologies Collide
"Convergence" in local and mobile search is happening as technologies like wireless, GPS and broadband increasingly enable real-time local mobile search. These mashups of technology and utility will change the very nature of local search, making it increasingly challenging for search marketers to reach and target an audience. In this roundtable discussion, experts gaze into their crystal balls and speculate about where we’ll be in the coming years.