Attendees may choose to attend one of the three sessions offered during this time.
Fundamentals Track Introduction To Search Engine Marketing
Who 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
Advanced Track Ad Management Tactics
Paid placement ad programs make it easy to rank well in search engines, but managing hundreds of listings by hand can be a time-consuming and expensive process. This session continues exploring tactics to success introduced in the earlier sessions in the day, such as considering your purchases as a portfolio, making use of dayparting and targeting the "tail" of search queries. Moderator: Michael Sack, Executive Vice President & Chief Technology Officer, Inceptor Speakers: Morgan Simonson, East Coast Head, Efficient Frontier Matt Van Wagner, President, Find Me Faster
Issues & Tactics Track Search Marketing in Canada: Roundtable
What special issues do Canadian search marketers face? Is there a Canadian "search marketing community"? How far along are Canadian companies, typically, in SEM strategy? The moderator quizzes the panelists on a range of Canada-specific search marketing topics, including language and vernacular, culture, audience size, search engine and browser defaults, user behavior and demographics, and hot verticals. Bring your questions and comments for the Q&A;! Moderator: Andrew Goodman, Principal, Page Zero Media Inc. Speakers: Gino Coutu, President and CEO, NetWorldMedia Mitch Joel, President, Twist Image Jonathan Lister, Vice President, Audience, AOL Canada, Inc. Nancy Peterson, President, HomeStars.ca Richard Zwicky, CEO and Founder, Metamend A Representative From Google
11:45am - 1:00pm
Networking Lunch
1:00pm - 2:15pm
Attendees may choose to attend one of the three 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: Anne Kennedy, Managing Partner, Beyond Ink Speakers: Shari Thurow, Webmaster/Marketing Director, GrantasticDesigns.com
Advanced Track Competitive Research
Search engines can tell you a lot about your competition, if you know what to look for. Learn how to use search engines to profile your competition, helping you understand what links to gain, ad prices to pay, content to offer and customers to seek. Moderator: Chris Sherman, Executive Editor, SearchEngineWatch.com Speakers: LeeAnn Prescott, Senior Research Analyst, Hitwise David Williams, Chief Strategist and Co-Founder, 360i Cam Balzer, Director of Search Strategy, Performics Inc. Allan Dick, General Manager, Vintage Tub & Bath
Issues & Tactics Track Balancing Paid & Organic Listings
If you get plenty of "free" listings, there's no need to go the paid route, right? Wrong -- what happens if a change in how search engines rank pages leaves you out of the top results? Well, if you buy your way in, there's no need to worry about the free results. Wrong again. Why not gain free traffic if you're relevant? This session explores issues like these and how to get the balance right between free and paid campaigns. Moderator: Danny Sullivan, Editor, SearchEngineWatch.com Speakers: Anne Kennedy, Managing Partner, Beyond Ink Mitch Joel, President, Twist Image Shane Wagg, Director of Marketing, Rugman.com
2:15pm - 2:45pm
Break
2:45pm - 4:00pm
Attendees may choose to attend one of the three 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: Andrew Goodman, Principal, Page Zero Media Inc. Speakers: Gino Coutu, President and CEO, NetWorldMedia Daniel Cytrynbaum, Account Executive, Google Canada Paul Vallez, Director of Search Advertising Products, Ask.com
Advanced 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: Chris Sherman, Executive Editor, SearchEngineWatch.com Speakers: Michael Ferguson, Senior User Experience Analyst, Ask.com Gord Hotchkiss, President and CEO, Enquiro Lance Jones, Director of Competitive Intelligence, Keynote Systems
Issues & Tactics 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. Toward the end of the session, volunteers from the audience will have their sites reviewed for search term research issues, if time allows. Moderator: Danny Sullivan, Editor, SearchEngineWatch.com Speakers: Cam Balzer, Director of Search Strategy, Performics Inc. Christine Churchill, President, KeyRelevance LeeAnn Prescott, Senior Research Analyst, Hitwise
4:00pm - 4:30pm
Afternoon Refreshment Break
4:30pm - 5:45pm
Attendees may choose to attend one of the three sessions offered during this time.
Fundamentals Track Writing For Search Engines
To please search engines, you need to be using the keywords you want to be found for. However, you also need to write in a way that pleases human visitors. Learn how to do both, a winning combination that brings you visitors and converts them into customers. Toward the end of the session, volunteers from the audience will have their sites reviewed to see how copy could be better crafted to please search engine ranking algorithms as well as human visitors, as time allows. Moderator: Christine Churchill, President, KeyRelevance Speakers: Jill Whalen, Owner, High Rankings Heather Lloyd-Martin, CEO, SuccessWorks International
Advanced Track Ad Agencies & Search As search continues to get hot, are ad agencies missing out on one of the most important online advertising venues going? Some ad agencies are now acquiring SEM firms to enlarge their portfolio of services. Others continue to outsource. Some may still not tap into search at all. This session explores what agencies may need to consider as the search space grows and how to ensure they aren't falling behind. Moderator: Danny Sullivan, Editor, SearchEngineWatch.com Speakers: Dave Carberry, Director of Search Marketing, Advertising.com Tim Daly, VP, Marketing Strategy, SendTec, Inc. Kevin Lee, Executive Chairman and Co-Founder, Did-it.com
Issues & Tactics Track RSS, Blogs & Search Marketing This session explores how search engines are dealing with blog and feed (RSS/Atom) content and why providing such syndicated content can drive new search-related traffic. Moderator: Chris Sherman, Executive Editor, SearchEngineWatch.com Speakers: Stephen Evans, Manager, Information Services & Merchant Platform, MSN Canada Greg Jarboe, President and Co-Founder, SEO-PR Dan Klyn, Information Architect Jeff Watts, Search & Community Manager, National Instruments
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