9:30am-10:30am

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

Organic Track
Meet the Crawlers
Representatives from major crawler-based search engines discuss their services and take questions from attendees.

Issues & Tactics Track
Creating Compelling Ads
Getting clicks on your paid listings can be a challenge. You need to compel the consumer to click through, yet your ad must also comply with editorial standards controlling what you can say and even the punctuation you can use. You also want the RIGHT type of click. Choose your words poorly, and the wrong audience will come, costing you money and offering no hope of conversion. This session looks at ways to get the right clicks. NOTE: The session is designed for those who are already familiar with how paid placement works.

Improve Me Track
Redefining the Customer
Universal, Personal & Local Search? Facebook? Twitter? YouTube? Podcasts? Social Media? Web 2.0? Businesses are struggling to demystify communications as a new generation of digital possibilities evolve. The customers are clearly in control. The voice of the consumer has never been so easy to find and so hard to decode. Bryan Eisenberg deciphers their messages and explains the evolving new world of marketing, customer loyalty, consumer generated content and social media. Let Bryan teach you how to take advantage of this opportunity to join the conversation. He will show you how to persuade these redefined customers as they ignore marketing.

11:00am-12:00pm

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

Organic Trackk
Dynamic Websites: Beyond the Basics
This session will cover all the SEO tactics possible for your dynamic site, including global site optimization tactics, page titles, metadata, page headings, content, keyword embedded URLs, page rank, sitemaps, feeds, and much more. But will this be enough? Is global site optimization enough to score a top ten ranking for a competitive term, or is something more specific required? What if you do all these things are in place and it's still not enough to get a listing into the top 50 much less the top 5? Learn about specific instances where everything was done right, and yet more work had to be done.

Issues & Tactics Track
Search Advertising Forum
What's new in the world of paid listings and other search engine advertising programs? Get an update from ad buyers and sellers, with plenty of time for Q&A; and audience participation in sharing tips.
NOTE: This session is designed for those experienced in buying search engine advertising.

Improve Me Track
Site Clinic
This interactive session takes volunteers from the audience and examines their web sites live to provide general feedback about improving them to gain more traffic from search engines. It appears twice on the agenda. Attend whichever session is most convenient!

1:00pm-2:00pm

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

Organic Track
Beyond Linkbait: Getting Authoritative Online Mentions
Link building is crucial, but linkbait tactics that worked this year may not be as effective next year. This session focuses on the underlying quality as well as ingenuity needed to get other websites to link to you early and often. It will also explain how you should approach journalists, bloggers and other authoritative sources to enhance your company's online reputation, whether or not you get links.

Issues & Tactics Track
Search Marketing in Regulated Industries
If you're involved in the financial services, pharmaceutical, gaming or other industries, chances are you have to deal with regulations from the government, from search engines or from your own company about what you can and cannot say on your site and in your ads. How can you stay within the rules yet not compromise your search marketing campaign? This session explores the issues.

Improve Me Track
Search Advertising Clinic
This clinic will examine actual ads and landing pages offered up by volunteers from the audience, suggesting changes that may improve clickthrough and conversion.

2:15pm-3:15pm

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

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 & Tactics Track
Local Search Marketing Tactics
This session looks at ways search marketers are tapping into an audience using local search engines, online yellow pages and other local search methods.

Improve Me Track
My SEM Toolbox
Several search marketers share a variety of tools and services they find useful in performing SEO and SEM.

3:30pm-4:30pm

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

Organic Track
Web Analytics & Measuring Success Overview
How do you know if you've been successful with search engines? You can check your "rank" at search engines for particular keywords, analyze log files to see the actual terms people used to reach your web site or make the ultimate jump and "close the loop" by measuring sales conversions and return-on-investment (ROI). This panel explores ways to measure success and what statistics you should really care about.

Issues & Tactics Track
Brand & Reputation Management
Can you use a competitor's trademark in your own search advertising? Or what if a competitor has an ad running on your trademarked brand name? Should you engage professional legal help or are there other options? What if bloggers are posting negative or false claims about your brands and these are spreading with viral speed through other blogs? Are there ways to get these damaging messages out of the search engines? This session will provide an exploration of these and other brand protection issues.

Improve Me Track
Site Clinic
This interactive session takes volunteers from the audience and examines their web sites live to provide general feedback about improving them to gain more traffic from search engines. It appears twice on the agenda. Attend whichever session is most convenient!