8:00am-7:00pm

Registration

8:00am-9:00am

Morning Coffee

9:00am-10:00am

Conference Welcome and Opening Keynote: Nick Carr

10:00am-11:00am

11:00am-12:15pm

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

Fundamentals Track
Introduction to Search Engine 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.

Conversion Track
Converting Visitors Into Buyers
Getting visitors to your web site is only half the battle. To be victorious, you need them to convert into customers by making purchases, signing up for services or fulfilling whatever are your goals. Learn about making this conversion. The latter part of the session takes volunteers from the audience and examines their web sites live to provide general feedback about changing them to improve visitor conversion.

Local Track
Why Local Is Different
After some hype, local search has earned the respect it deserves. The massive opportunity cuts across the yellow pages, direct mail and in-store marketing programs. What emerges is a notoriously difficult market of small and medium-sized businesses that number close to 20m, but fewer than 25% even have a website.

The prospect of converting local advertising to an online channel requires more than adding a ZIP code. It means understanding local geography and how small business owners think about advertising programs. It involves ad procurement systems, user behavior and other factors, which all add up to a complex puzzle that is challenging but rewarding to solve.

Learn about how geotargeted campaigns are designed and the status of inventory and distribution for local ads on web and mobile devices. Attendees will also better understand the pull on advertisers from search engines, who employ a technology-first self-service procurement approach, and yellow page publishers, who nurture established relationships to drive online campaigns.

Advertising Track
Ads in a Quality Score World
More and more, ranking well in paid search listings is less about how much you pay and more about the "quality" of your ad campaign. But what goes into making up your quality score? In this panel, a closer look at quality factors and tips on increasing the perceived relevancy of your campaigns.

Contextual Ads Track
Domaining & Address Bar-Driven Traffic
Plenty of people are searching for things by typing in words into their address bars, slapping on a .com and figuring they'll get to a relevant site. More and more, domainers are ensuring they don't draw a blank. Domainers purchase popular generic domain names and populate the sites with ads from the major search networks. Learn how the business is growing, how it can deliver relevant traffic to advertisers, as well as issues with typo domains and opt-out issues.

12:15pm-1:30pam

1:30pm-2:45pm

Orion Panel: Universal Search
Search result multiplicity is not a new phenomenon, but recent advancements will guarantee the world of search and marketing will be changing forever. Before you attend this week's optimization and best practices sessions, hear from industry gurus about how search, marketing and information seeking is changing the industry that follows the search. Our ongoing series on universal search will include research data available only at SES.

2:45pm-3:15pm

Sponsored Session
Microsoft Search | Tips and tricks for delivering great results and campaigns with Live Search
Learn how to improve your search marketing investments and execution across both your paid and organic efforts through Microsoft's adCenter and Webmaster tools for Live Search. Come join us as we walk through the latest product updates including the new adCenter Excel Add-in for Keyword research and the Webmaster Center. Combined these tools can improve your company's campaigns across both paid and organic results.

4:30pm-4:45pm

4:45pm-6:00pm

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.

Conversion Track
Landing Page Testing & Tuning
Getting someone to click on your search ad is only half the battle. Once visitors arrive, the landing pages you display to them are a crucial component in converting them into buyers. This session looks at ways to test and tweak your landing pages to get that conversion. NOTE: The session is designed for those who are already familiar with how paid placement works.

Local 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.

Advertising Track
Ad Copy & Landing Page 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.

Contextual Ads Track
Earning Money From Contextual Ads
This session looks at the way publishers can generate revenue by carrying contextual ads offered by major networks. Learn about some programs out there and tips on getting more from the ads you carry.