Full Conference Agenda

Organic Track

The Elements of Search Friendly Web Sites
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 appeal to people, as well.

Search Ads Track

What's New With Search Advertising
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.

Organic Track

What's New With the Algorithm
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.

Search Ads Track

Fundamentals of Search Advertising
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 advantages of the various options to maximize the impact of your campaigns.

Organic Track

Cutting Edge Linking Tactics
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, linkbaiting, 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.

Search Ads Track

Search Advertising Options & Strategies
Search advertising can be a highly competitive activity. Smart advertisers have an array of strategies and tactics that can both reduce overall costs and boost returns and conversions. In this session, you'll hear seasoned search advertisers discuss the methods and strategies they've developed and refined over years of running search advertising campaigns.

Organic Track

Keyword Research & Testing Tactics
Choosing the right keywords is important for both organic search engine optimization and to improve your odds and returns with paid search advertising. Fortunately, there are a number of useful tools that can help you choose the right keywords, and tactics for testing and refining your selections to give you a competitive edge.

Search Ads Track

Tuning Ads For Quality Scores
It used to be that the highest bid got the highest position in paid search results. Bid prices are still important, but the search engines now also measure the quality of both ads and the landing pages that they point to. It's crucial to understand how these quality scores are calculated so that you can get the rankings in paid search results that you want and deserve.

Organic Track

Ask The Search Engines
This informal Q&A session is your chance to ask the major search engines any and all of your search or search marketing related questions.

Search Ads Track

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

Tactics Track

SEO For Multimedia
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.

Industry Issues Track

Search Marketing Best Practices
Experienced search marketers develop consistent, repeatable approaches to their craft that gives them an edge over others who might be struggling just to muddle through. In this session, veteran search marketers share the best practices they've developed so you can incorporate them into your own efforts.

Tactics Track

Harnessing Web Analytics Tools
Web analytics tools take raw data and transform it into a wealth of information that allows you to gain an in-depth understanding of how searchers are finding you and interacting with your web site. These tools also help you fine tune and experiment with alternative search marketing approaches, helping you maximize the effectiveness of your efforts.

Industry Issues Track

Global Search Marketing Tactics
If you're running a search marketing campaign in more than one country you need to take into consideration issues such as multiple languages, different online laws and customs, and other factors. This session focuses on how to implement a multinational campaign and how to avoid the potential pitfalls that can befall the unwary.

Tactics Track

SEO In A Universal Search World
Google's recent introduction of "universal" search marked a watershed for search marketers. With universal search, images, news, video and other content are included alongside standard web search results. To cope with this new reality, search marketers need to adjust and adapt their approach, and panelists in this session show you how.

Industry Issues Track

Essential Tools For Search Marketers
In this session, experienced search marketers talk about the tools they use on a daily basis to help manage their jobs, and use their time more efficiently and effectively.

Tactics Track

Optimizing Dynamic Web Sites
Dynamic web sites powered by content management systems or databases pose a unique set of challenges for search marketers. Dynamic sites don't have to be a problem, with the proper approaches and techniques. This session focuses on the right ways to make dynamic sites search engine friendly.

Industry Issues Track

Search Marketing Business Models
Should you charge by the hour, or on a per-project basis? Should a small firm use a different pricing model than a larger firm? These and other questions about how best to set up and run a search marketing practice are covered in this panel.

Tactics Track

Website Tuneup
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.

Industry Issues Track

Search Marketing Case Studies
In this session, listen to practitioners who have developed and run successful search marketing campaigns describe how they did it, lessons learned, mistakes to avoid, and how they're continuing to maintain their competitive edge.