9:00am-9:45am

Opening Keynote: Seth Godin

10:15am-11:15am

Attendees may choose to attend one of the five sessions offered during this time.

Fundamentals Track
Introduction to Search Marketing
This session will provide a clear and concise overview of the key concepts involved in Search Engine Marketing. Who are the major search engines and how can you best optimize them to gain "natural" or "organic" traffic without cost? Learn how to achieve top ranking or placement by utilizing search engine advertising opportunities. This is a must-attend basic session for anyone new to the Search Engine Strategies event.

Retailer Track
Shopping Search Tactics
Learn how content from your ecommerce or merchant site can -- and should! -- be included in shopping search engines.

Organic Track
Organic Listings Forum
Pose questions to our panel of experts about free "organic" listing issues, plus participate in this session that allows the audience to share tips, tools and techniques. There's no set agenda, so this is an ideal session to discuss any major recent changes with organic listings.

Issues Track
Usability & SEO: Two Wins For The Price of One
Build a user-friendly site and chances are you've also built a search engine friendly site. Learn how good usability can help your human visitors plus bring in the search traffic.

Kelsey Group Local Track
The Transformation of Local in a Search Driven World
Online resources now bring us greater functionality and interactivity in finding things locally than the yellow pages traditionally has. But despite growing usage of local online search, a vast majority of transactions still occur in the offline world. Given this reality, what are the most effective ways to more effectively lead offline conversions with online search products? Where will consumers turn most to find things online before they buy them in the real world?

11:30am-12:30pm

Attendees may choose to attend one of the five sessions offered during this time.

Fundamentals Track
Landing Page Testing Overview
Getting someone to come to your website is only half the battle. Once visitors arrive, the landing pages are a crucial component in moving them to act. If your conversion rate is too low, you are literally turning away business. This session will give you a crash course in how to tune and tweak your key web pages to get the conversion.

Retailer Track
Meet the Bloggers Who Can Make Your Cash Register Ring!
There is a significant difference between popularity and influence. And it is important to find out which bloggers generate editorial coverage, influence your existing and potential customers, and drive traffic to your ecommerce or merchant site. While building relationships with these influential bloggers can be very time-consuming and resource-intensive, this session will help you to get started.

Organic Track
Big Site, Big Search
How do you cope with doing search engine optimization for a company with tens of divisions, hundreds of products, thousands of web pages and seemingly no way to bring order to the chaos? Where do you begin with the SEO process? This panel looks at problems and solutions unique to those running big sites or from big companies and brands.

Issues Track
Are Paid Links Evil?
Search engines, especially Google, say don't do 'em. But some search marketers say paid links work. Are paid links subverting search quality? Or are they simply a fact of life, here to stay?

Kelsey Group Local Track
Local Featured Speaker: Charles Stubbs, CEO, YellowPages.com
Opportunities abound in local search for Internet Yellow Pages companies and online pure plays. But there are significant challenges standing in the way such as growing traffic in a fragmented local search marketplace and selling local search products to a fragmented base of local advertisers. The Kelsey Group Program Director Charles Laughlin will take the stage with Yellowpages.com CEO Charles Stubbs to discuss these issues.

2:00pm-3:00pm

Attendees may choose to attend one of the five sessions offered during this time.

Fundamentals Track
Actionable Social Media
Community-built web sites, the popular Wikipedia and new sites allowing content being shared through "tagging" can be a great way to tap into links and search-driven traffic. This session looks at some social media services and strategies to tap into them in an appropriate manner.

Retailer Track
Maximum Conversion in Retail: Raising the Bar
Some sites are all about direct sales. Search is arguably the most influential and accountable form of online marketing and we’ve assembled a list of experts who will show you the way. This session will focus on direct conversion behavior and turning visitors into customers and cash. Go Maximum or go home.

Organic Track
Sitemaps: Oversold, Misused or On The Money?
When Sitemaps were launched, they were touted and hailed as the tool for submissions. This panel composed of SEOs and search engine representatives will examine the promise and the delivery on it from two perspectives.

Issues Track
Dealing With Affiliates
Affiliates can be a love 'em or hate 'em situation for search engine marketers. Affiliates can send plenty of traffic to your web site, but they can also drive up the cost to purchase terms if you decide to maintain your own direct sales channel. This session aims to help you strike a working relationship with your affiliates -- and the search engines themselves -- that everyone can live with.

Kelsey Group Local Track
Driving Local Sales with Internet Yellow Pages and Search
Given the dizzying array of local search products for small business advertisers, how will the local plumber, roofer, or restaurant owner make any sense of online marketing opportunities? Who will emerge to educate the SMB marketplace on the alphabet soup of online advertising including CPA, CPM, PPC? What is the optimal local ad model, and who will bring it to us?

3:30pm-4:30pm

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.

Retailer Track
How to Build Investment Interest in Your SEO/SEM Company
This session is a must for everyone working in SEM, as it provides insight into how to make your company more valuable and how to monetize your business while keeping control of ownership. Topics to be covered include:

1. How the financial community looks at the SEM industry and evaluates it for potential investment
2. The three key factors that investors look for in a specific SEM company
3. What you can do to enhance your company\'s attractiveness to potential investors
4. Industry challenges -- what the SEM industry needs work on to improve its overall investment profile

Organic Track
SEO & Development - Get It Together!
In this session you will learn why your Web development and marketing teams need to make nice. The audience will hear first-hand from a firm performing development and SEO under one roof. The discussion will include the client advantages/challenges presented.

Issues Track
In House: In, Out or In Between?
Should you take work in house, completely outsource or find some balance of the both? This session looks at options to guide you to your own decision.

Kelsey Group Local Track
Online Maps: Plotting the Direction of Local Search
Online maps have found their way to become the centerpiece of local search, taking over as the de facto local products of all major search engines. But what else is in store for online and mobile maps as a tool to find what you're looking for locally? And what is the future of 3D mapping to move beyond static search results and enter into an immersive experience as the primary venue for local searches, product research, social networking and travel.