Attendees may choose to attend one of the four sessions offered during this time.
Fundamentals Track Introduction To Search Engine Marketing
What are the major search engines? How can their editorial listings send you "natural" or "organic" traffic for free through search engine public relations or search engine optimization efforts? How can you purchase top rankings or placement through search engine advertising opportunities? This must-attend session for beginners provides an overview of key concepts
Speaker: Danny Sullivan, Editor, SearchEngineWatch.com
Stats & Research Track Searchonomics: Serious & Fun Stats
Come settle in and get up to speed on what's happening in search with a range of stats delivered up in rapid-fire and fun fashion from eMarketer's Geoff Ramsey. Where's ad spend going? What's it going on? What percentage of people are doing what? After Geoff, self-admitted data geek Bill Tancer of Hitwise will mine actual search query data to entertain you with relationships you'd expect -- searches for dieting spike after the holiday eating season -- and those you might not, such as prom dress searches spiking late in the year. Moderator: Chris Sherman, Executive Editor, SearchEngineWatch.com Speakers: Geoff Ramsey, CEO, eMarketer Bill Tancer, General Manager, Global Research, Hitwise
Vertical Search Track Vertical Creep Into Regular Search Results
Vertical is the new kid on the block, when it comes to the real estate of search results pages. Even if users don't choose to do a vertical search, there's more chance than ever that search engines will show some vertical listings at the top of "default" results. In this session, a look at how being number one in the search results more and more means being listed in vertical search. Moderator: Detlev Johnson, VP, Director of Consulting, Position Technologies Speakers: Bob Carilli, Director of Search Engine Marketing, Argus Interactive Gord Hotchkiss, President and CEO, Enquiro Greg Jarboe, President and Co-Founder, SEO-PR Mihir Shah, Director of Product Management, Yahoo!
Advertising Track Contextual Ads
You know about search targeted listings, where your ad shows up based on the keywords someone enters into a search engine. But what about contextual ads, where paid listings show up based on the content of what someone is reading? Programs exist to let you easily move search ads into a contextual environment. But should you? This session offers tips and advice for those coming at contextual offerings from a search marketing perspective. Moderator: Andrew Goodman, Principal, Page Zero Media Inc. Speakers: Brad Byrd, Vice President, NewGate Barry Chu, Senior Manager, Content Match Product Marketing, Yahoo! Search Marketing Peter Hershberg, Managing Partner, Reprise Media Emily White, Online Sales, and Operations Director, AdWords, Google, Inc.
ClickZ Track Multichannel Metrics Meaningful measurement seems to increase in complexity almost daily. Tying together disparate data from advertising, search initiatives, Web sites, online commerce and even offline marketing initiatives is no mean feat. Making sense of it all is a source of frustration not only for marketers, but for entire organizations. In this session, some of the top Web metrics practitioners will discuss adapting measurement methodologies, processes and tools into something that not only makes sense, but that can dramatically lift marketing and business performance. Moderator: Rebecca Lieb, Executive Editor, the ClickZ Network Speakers: Jason Burby, Director of Web Analytics/ Business Intelligence, ZAAZ Neil Mason, Applied Insights Eric T. Peterson, Visual Sciences, LLC
11:45am - 1:00pm
Networking Lunch - Birds of a Feather Seating Available Bird Of A Feather Tables: Looking to meet those with common interests, such as people who work with non-profit sites, retailing sites, who are in the B2B space or those who run SEM firms? The Birds Of A Feather tables at the networking lunch offer an opportunity for this. Some tables are premarked with networking areas of interest. Just grab a seat, and you'll be among kindred spirits. Did we miss a topic? Sit at any unmarked table, then use the provided materials to set up your own birds of a feather area.
12:00pm - 12:45pm
Lunch With The Google Engineers Grab your lunch, grab a seat, get updated on Google web search and lob some questions at the assembled panel of engineers. Representatives will include Sitemaps experts, Matt Cutts, and other Google engineers. Moderator: Danny Sullivan, Editor, SearchEngineWatch.com Speakers: Matt Cutts, Software Engineer, Google Inc. Vanessa Fox, Software Engineer, Google Inc.
1:00pm - 2:15pm
Attendees may choose to attend one of the five sessions offered during this time.
Fundamentals Track Search Term Research & Targeting
The bedrock to success with search engines is understanding which search terms to target. Fail in that and your audience may never find you. This session covers ways to undertake search term research that is crucial to succeeding with your search engine marketing efforts, whether that be via free or paid listings. Moderator: Jennifer Laycock, Editor-in-Chief, Search Engine Guide Speakers: Christine Churchill, President, KeyRelevance Tor Crockatt, Global Head of Editorial, MIVA Dan Thies, President, SEO Research Labs
Stats & Research Track The Search Landscape
What's the most popular search engine? The most used search engine? What vertical areas of search are growing? Are people using search toolbars more or less? Representatives from major ratings and traffic analysis services share stats and info on topics such as these, in this session. Moderator: Gord Hotchkiss, President and CEO, Enquiro Speakers: Ken Cassar, Chief Analyst, Nielsen//NetRatings James Lamberti, Vice President, Search Solutions, comScore Networks Bill Tancer, General Manager, Global Research, Hitwise
Vertical Search Track No Session
Advertising Track Targeting Search Ads By Demographics & Behavior
The days of targeting searchers only via keywords are coming to an end. Now search engines are giving you the ability to target searchers by age, gender and other demographics. In addition, search profiling makes it possible to target searchers with ads long after they've done a particular search. Say someone searches for information about a new car. New programs allow you to show them ads based on that search behaviour days after the initial query was done. Learn more about products and strategies, in this session. Moderator: Detlev Johnson, VP, Director of Consulting, Position Technologies Speakers: Kevin Lee, Executive Chairman and Co-Founder, Did-it.com Danielle Leitch, EVP, Client Strategy, MoreVisibility Jed Nahum, Director of Product Management, MSN Search Roy Shkedi, CEO, AlmondNet Dana Todd, Founding Partner, SiteLab International, Inc.
ClickZ Track Blogs, CGM and Buzz
Marketing has become a conversation between marketers and consumers. Campaigns and perceptions are created and informed by the public nearly as often as by "real" marketers. New tools and techniques have emerged to find and organize consumer-posted thoughts and opinions. Monitoring consumer feedback and consumer-generated media including blogs and message boards is an important marketing task. Not only does it reveal what's being said about their brand, it allows them to use those insights to drive new campaigns and even new products. This session will help marketers understand how to use these tools to better integrate consumer opinions into marketing and advertising plans. Moderator: Rebecca Lieb, Executive Editor, the ClickZ Network Speakers: Dave Balter, Founder and President, BzzAgent Pete Blackshaw, Chief Marketing Officer, Intelliseek Jim Nail, Chief Marketing & Strategy Officer, Cymfony, Inc.
2:15pm - 2:45pm
Break
2:45pm - 4:00pm
Attendees may choose to attend one of the five sessions offered during this time.
Fundamentals Track Search Engine Friendly Design
How can you build a web site 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. More technical design issues are covered in the Successful Site Architecture session on Day 2. Moderator: Michael Sack, Executive Vice President & Chief Technology Officer, Inceptor Speaker: Shari Thurow, Webmaster/Marketing Director, GrantasticDesigns.com
Stats & Research Track 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. Note that Q&A; period happens after the session break. Moderator: Gord Hotchkiss, President and CEO, Enquiro Speakers: Alan Rimm-Kaufman, President, Rimm-Kaufman Group Llc Diane Rinaldo, Director of Retail Category, Yahoo! Search Marketing Greg Sterling, Senior Vice President and Program Director, Interactive Local Media, The Kelsey Group
Vertical Search Track Podcast Search
More and more people are "podcasting" on-demand radio-like shows people can listen to on MP3 players or their computers. This session looks at various search engines specifically for podcasts and how to best get your audio content found through them. Moderator: Detlev Johnson, VP, Director of Consulting, Position Technologies Speakers: Daron Babin, Co-Founder, Webmaster Radio Ethan Fassett, Product Manager, Audio Search, Yahoo! David J. Ives, Founder, President and Chief Executive Officer, TVEyes Amanda Watlington, Ph.D., APR, Searching for Profit
ClickZ Track Rich Media and Video Ads
Ads that move....Rich media and video are rapidly becoming de facto components for online campaigns of all types. In this session, agency experts will examine and illustrate with case studies what kind of campaigns benefit most from using video; how best to integrate video with other campaign elements; and discuss the creative, production, ad-serving and media challenges inherent to interactive video campaigns. Moderator: Rebecca Lieb, Executive Editor, the ClickZ Network Speakers: Maria Mandel, Partner, Director of Digital Innovation, OgilvyOne Scott Meyer, President and Chief Executive Officer, About, Inc., The New York Times Company Ian Schafer, CEO and Founder, Deep Focus Dorian Sweet, Executive Creative Director, Tribal DDB San Francisco
4:00pm - 4:30pm
Afternoon Refreshment Break
4:30pm - 5:45pm
Attendees may choose to attend one of the five sessions offered during this time.
Fundamentals Track Search Advertising 101
Paid placement is a form of search advertising that provides a top ranking in return for payment. Every major search engine offers a paid placement program. Learn what's available in this session that is especially geared toward beginners, with details on programs from major providers and advice on how to succeed. Moderator: Dana Todd, Founding Partner, SiteLab International, Inc. Speakers: Matt Van Wagner, President, Find Me Faster
Advertising Track Search Head Or Search Tail? Getting The Mix Right
The "head" of the search query stream are those terms that get tons and tons of traffic. Many people go after them for the traffic, only to later discover that with popularity can be a lack of focus and conversion issues. The "tail" of the stream are those queries that may involve only a few visitors per month, but highly focused visitors that convert well. The downside to the tail is that while the traffic overall can be substantial, you've still got to cover a huge number terms, requiring a different strategy than going after a few head terms. This session looks at ways to get the best of both heads and tails. Moderator: Misty Locke, President & Co-Founder, Range Online Media Speakers: Kevin Lee, Executive Chairman and Co-Founder, Did-it.com Harrison Magun, Vice President, Managing Director, Avenue A | Razorfish Search
ClickZ Track Ads Beyond Search
Search Engine Strategies is firmly focused on search. That's what our attendees love! But we know that search marketers are also interested in ads beyond search. Search Engine Watch's sister site ClickZ is the source for all aspects of interactive marketing. In this session, ClickZ editors and columnists fill you in on new and interesting developments in the space, with plenty of time for questions and discussion. Moderator: Rebecca Lieb, Executive Editor, the ClickZ Network Speakers: Mark Stephens, VP, General Manager, Avenue A/Razorfish Jinenne Sutherland, Group Media Direct, Organic, Inc. Hollis Thomases, President, Web Ad.vantage Tessa Wegert, Digital Media Strategist, Enlighten
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