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Expo Hall Hours: 8am-7pm |
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| 7:30am–9:00am | Registration | |||
| Fundamentals Track | Search Ads Track | Advanced Organic Track | ||
| 9:00am-9:45am | Keynote Address | |||
| 9:45am-10:30am | Morning Coffee Break | |||
| 10:30am–11:45am | The Global Search Universe | Fundamentals of Search Advertising | SEO For Multimedia | |
| 11:45am–1:00pm | Networking Lunch | |||
| 1:00pm–2:15pm | The Elements of Search Friendly Web Sites | Creating Search Ads That Convert | Leveraging Social Media Networks | |
| 2:15pm–2:45pm | Afternoon Break | |||
| 2:45pm–4:00pm | Cutting Edge Linking Tactics | What's New With Search Advertising | No Session | |
| 4:00pm–4:30pm | Session Interval | |||
| 4:30pm–5:45pm | What's New With The Algorithm | Competitive Paid Search Tactics | No Session | |
| 5:45pm–7:00pm | Networking Cocktail Reception | |||
Expo Hall Hours: 8am-6pm |
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| 8:00am–9:00am | Registration | |||
| Tactics Track | Advanced Search Ads Track | Case Studies Track | ||
| 9:00am–10:15am | Understanding Searcher Needs & Intent | Paid Search & Tricky Issues | Search Marketing for Financial Services | |
| 10:15am–10:45am | Morning Coffee Break | |||
| 10:45am–12:00pm | Diagnosing Search Problems | Brand & Reputation Management Strategies | Search Marketing for B2B Companies | |
| 12:00pm–1:15pm | Networking Lunch | |||
| 1:15pm–2:30pm | Linkbaiting & Viral Search Marketing Tactics | Search Ad Testing & Tactics | Search Marketing For Retail | |
| 2:30pm–3:00pm | Afternoon Break | |||
| 3:00pm–4:15pm | Dealing With The Penalty Box | No session | Search Marketing for Travel | |
| 4:00pm–4:30pm | Break | |||
| 4:30pm–5:45pm | Website Tuneup | Beyond The Majors | No session | |
SESSION DESCRIPTIONS
Beyond The Majors
Seeking still more paid search traffic? Then you might want to look beyond the major players and toward some of the smaller networks out there. This session provides an update on options beyond the majors, as well as tips and strategies.
Brand & Reputation Management Strategies
With the proliferation of blogs, social media and other "consumer generated content" sites it's getting more challenging for organizations to manage perceptions about their products and services. How can you respond to negative opinions, much less find them? How can you correct misleading information on sites you don't control—including search result pages? Learn how to "take back the web" in this session.
Competitive Paid Search Tactics
Sophisticated search advertisers do more than create and manage their own search advertising campaign, they also monitor their competitors's activities and devise strategies to counter and potentially weaken their opponents campaigns. Come learn how it's done in this provocative session
Creating Search Ads That Convert
Getting searchers to click on you ads is one thing, but getting them to buy or otherwise "convert" is quite another. This session explores various strategies and tactics to make your ads and landing pages more compelling to searchers, making them eager to take action on your web site.
Cutting Edge Linking Tactics Dealing With The Penalty Box Diagnosing Search Problems Fundamentals of Search Advertising Leveraging Social Media Networks Linkbaiting & Viral Search Marketing Tactics Local Search Tactics Paid Search & Tricky Issues Search Ad Testing & Tactics Search Marketing For B2B Companies Search Marketing For Financial Services Search Marketing For Retail Search Marketing For Travel SEO For Multimedia The Elements of Search Friendly Web Sites The Global Search Universe Understanding Searcher Needs & Intent Website Tuneup What's New With Search Advertising What's New With the Algorithm
Link building is one of the most important activities in any search marketing effort. It used to be enough to simply ask for links from reputable web sites, but those days are long gone. Today, buying links and other tactics are the way to go. The experts on this panel will also offer tips on what *not* to do as you try to garner more link love from search engines.
Had a site hit the search engine penalty box? In this session, search engines share the latest on how they give you official signs of this, along with reinclusion procedures. The session includes lots of time for audience-driven discussion on penalties and how procedures might be improved.
Not getting as much traffic from search engines as you like, but not sure why? This panel looks at common (and not so common) problems that can prevent search engines from indexing a site properly or pose ranking issues.
Google famously once said that buying search advertising took just "five minutes and a credit card." While technically true, there's a lot more to creating a successful search advertising campaign. In this session you'll learn how to get started with search ads on Google, Microsoft and Yahoo, and how to take advantage of the various options to maximize the impact of your campaigns.
Social media networks like Digg, StumbleUpon and others can drive significant traffic to web sites, when approached properly. Getting your content into the major social media sites does more than provide an initial traffic jump. It can generate links or provide rankings you might not be able to tap into with your own site. In this session, social media marketing essentials that SEOs need to know.
Linkbaiting is the process of creating content or gadgets that are so compelling that people feel they must link to it. It's one of the most successful viral tactics for driving traffic to web sites. The experts on this panel will show you the best ways to create linkbait and take advantage of other viral forms of search marketing.
Despite the huge popularity of the web, the majority of transactions still occur offline. Retailers and service providers looking to reach a local audience need to take a different approach to search marketing, tailoring content and ads in very different ways, and panelists in this session provide in-depth tips for successfully going local.
Trademarks, duplicate listings, match types, getting good support -- these are just a few of the tricky issues with paid search. This session covers such topics and solutions to make your life with paid search easier.
Not all ads convert equally—and it's not always obvious why. To maximize the impact of your search advertising, it's important to test different combinations of ads and landing page copy, and evaluate the results. This session explores the various methods and tools available for most efficiently testing and improving your search ads.
Web search is a natural way to reach consumers, but it's also a great way for businesses selling to other businesses to reach customers—even those selling big-ticket items. In this session, search marketers offer tips and tactics for reaching business customers through search engines.
Search marketers in the financial services area face unique challenges, including differentiating similar product offerings, regulatory issues and more. In this session, experienced search marketers in the financial services industry share their successes, failures and best practices.
Search has been a boon for many retailers, but along with the explosion in new customers has come a vast influx of brutal competition. Retailers have been forced to come up with novel, innovative approaches to their search marketing campaigns to rise above the crowd. In this session, panelists explore the techniques that can give retail search marketing campaigns an edge.
A recent study found that most people begin planning their travel by turning to the web. It's crucial for travel service providers is to keep searchers engaged beyond the shopping and comparison stage through to conversion. This session looks at tactics used by successful search marketers in the travel industry.
The web is gradually morphing from a collection of pages into a rich multimedia universe with audio, video and other types of non-text content. And search engines are increasingly putting this rich content into regular web search results. Just as with text pages, you need to optimize your multimedia content if you want it to have a chance of ranking well. This session focuses on the different techniques and approaches to SEO for multimedia.
To rank well in search results, you need to do more than simply optimize each page on your web site. You also need a navigation structure that's easy for search engine crawlers to navigate, and must avoid certain features, techniques and elements that may look cool but cause search engines to hiccup. Come learn how to create search friendly web sites that also appeal to your most important audience: human beings.
Google is the dominant player in the U.K, but other search engines are favored by people in other countries. In this session, analysts who measure internet usage and trends report on the market shares that search engines have around the globe, and what people in various countries are searching for.
Searcher behavior is complex, and if your search marketing campaign doesn't strive to understand and satisfy user needs and intent, it's unlikely to be successful. In this session researchers who have studied searchers present key findings and recommendations for getting into the mind of the searcher.
If your web site isn't as successful in search results as you'd like, come to this session and volunteer to have our group of experts diagnose the problems and offer concrete suggestions for improvement.
Get updated on the latest from the major paid search providers and search advertisers, then fire off questions on paid search topics to the panel during the ample discussion period.
Search engines are constantly tweaking their formulas and procedures for understanding and ranking web pages in search results. In this open forum, search optimization experts discuss the latest changes and field questions from the audience.