London

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

Beyond Fundamentals 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:
  Mike Grehan, Global KDM Officer, Acronym Media
  
• Speakers:
  Andy Atkins-Krüger, Managing Director, WebCertain Europe Ltd
  Caragh McKenna, Head of Search Marketing, ICAN
  Dixon Jones, Managing Director, Receptional LTD
  

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.

• Moderator:
  Richard Zwicky, Founder & CEO, Enquisite
  
• Speakers:
  David Snyder, Co-Founder, Search & Social
  David Naylor, SEO, Bronco
  Mikkel deMib Svendsen, Creative Director, deMib.com
  

Improve Me Track
Ad Copy & Continuity Clinic
This clinic will examine actual ads and continuity offered up by volunteers from the audience, suggesting changes that may improve clickthrough and conversion.

• Moderator:
  Anne Kennedy, SES Advisory Board, Managing Partner and Founder, Beyond Ink
  
• Speakers:
  Kerstin Baker-Ash, Search Account Manager, i-level
  Ben Jesson, CEO & Co-founder, Conversion Rate Experts
  

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

Beyond 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. Toward the end of the session, volunteers from the audience will have their sites reviewed for search term research issues, if time allows.

• Moderator:
  Andy Atkins-Krüger, Managing Director, WebCertain Europe Ltd
• Speakers:
  Maxime Grandchamp, President, Trellian Europe
  David Hughes, Head of Analytical, iCrossing UK
  Dr. Dave Chaffey, Director, Marketing Insights Limited
  

Issues & Tactics Track
Social Media Optimization
Community-built web sites, Facebook, YouTube, Microsoft Tagspace Wikipedia and new sites allowing content to be 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. Hear how-tos and tips from search marketers who have discovered what works today and what to avoid.

• Moderator:
  Matt McGowan, VP & Publisher, Incisive Media
• Speakers:
  Liana Evans, Director of Internet Marketing, KeyRelevance
  Lisa Ditlefsen, Director, Verve Search & Founder, SEO Chicks
  Jennifer Evans Laycock, Dir. of Social Media, SiteLogic, Editor-in-Chief, Search Engine Guide
  Krista Neher, CEO, Marketess
  

Improve Me 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.

• Moderator:
  Andrew Goodman, Principal, Page Zero Media
  
• Speakers:
  Anders Hjorth, CEO, Outrider
  John Marshall, CTO, Market Motive
  Jon Myers, Head of Search, MediaVest
  

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

Beyond Fundamentals Track
Successful Site Architecture
Learn to successfully architect your site for search engines and how specific page elements and design technologies may impact your ability to gain good organic listings. Covers topics such as directory and file structure, server-side includes (SSIs), 404 error trapping, JavaScript, robots.txt use, frames, secure area usage, and much more. Toward the end of the session, volunteers from the audience will have their sites examined to see how changes could be made to their site architecture and design to increase search engine traffic, as time allows. It's highly recommended for those new to search engine marketing to have previously attended the "Search Engine Friendly Design" session on Day 2.

• Moderator:
  Anne Kennedy, SES Advisory Board, Managing Partner and Founder, Beyond Ink
  
• Speakers:
  David Snyder, Co-Founder, Search & Social
  Alan Perkins, Founding Director, SilverDisc Limited
  Dean Chew, SEO Engineer, Ayima Search Marketing
  

Issues & Tactics Track
Duplicate Content & Multiple Site Issues
More and more site owners are concerned that they might get penalized accidentally or overtly because of duplicate content. If you run mirror sites, will search engines ban you? If you have listings that are similar in nature, is that an issue? What happens if you syndicate content through RSS and feeds? Will other sites be considered the "real" site and rob you of a rightful place in the search results? This session looks at the issues and explores solutions.

• Moderator:
  Amanda Watlington, Owner, Searching for Profit
  
• Speakers:
  Sante Achille, Consultant, Sante J Achille
  Martin Sinner, Founder and Managing Director, Idealo Internet GmbH
  Shari Thurow, Founder and SEO Director, Omni Marketing Interactive
  Matt Paines, MD, XSEO
  

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.

• Moderator:
  Mel Carson, adCenter Community Manager, Europe, Microsoft adCenter
  
• Speakers:
  Jon Myers, Head of Search, MediaVest
  Andrew Goodman, Principal, Page Zero Media
  

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

Beyond Fundamentals Track
Beyond Linkbait: Getting Authoritative Mentions Online
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.

• Moderator:
  Andrew Goodman, Principal, Page Zero Media
  
• Speakers:
  Greg Jarboe, President & Co-founder, SEO-PR
  Debra Mastaler, President, Alliance-Link
  Dixon Jones, Managing Director, Receptional LTD
  Brian Turner, Offpage Optimisation Specialist, Propero Digital
  

Issues & Tactics Track
Affiliate & Search Marketing Square Off
Join in on a no-holds-barred debate where performance marketing's top contenders square off. As SEM evolves, marketers find themselves competing head-on with affiliates. Marketers want more leads/sales, increased affiliate-generated leads/sales, and less cannibalization of search campaigns. How can this be achieved in a world filled with increasingly hostile rhetoric on both sides? Join a panel of experts as they break silence on taboo issues and work through the finer points. You'll walk away with fresh, new perspective and the ability to collaborate profitably.

• Moderator:
  Mike Grehan, Global KDM Officer, Acronym Media
  
• Speakers:
  Jeff Ferguson, Director of Online Marketing, Napster
  David Naylor, SEO, Bronco
  

Improve Me Track
Site Clinic
This interactive session takes volunteers from the audience and examines their websites live to provide general feedback about improving them to gain more traffic from search engines.

• Moderator:
  Liana Evans, Director of Internet Marketing, KeyRelevance
  
• Speakers:
  John Marshall, CTO, Market Motive
  Judith Lewis, Search Director, i-level
  

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

Beyond Fundamentals Track
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.

• Moderator:
  Anne Kennedy, SES Advisory Board, Managing Partner and Founder, Beyond Ink
  
• Speakers:
  Matt Bailey, President, SiteLogic
  Richard Baxter, UK SEO Manager, Cheapflights.co.uk
  Mikkel deMib Svendsen, Creative Director, deMib.com
  

Issues & Tactics Track
Site Clinic
This interactive session takes volunteers from the audience and examines their websites live to provide general feedback about improving them to gain more traffic from search engines.

• Moderator:
  Amanda Watlington, Owner, Searching for Profit
  
• Speakers:
  David Naylor, SEO, Bronco
  Mel Carson, adCenter Community Manager, Europe, Microsoft adCenter
  

Improve Me 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.

• Moderator:
  Jon Myers, Head of Search, MediaVest
  
• Speakers:
  Michael Boland, Senior Analyst, The Kelsey Group
  Kristoffer Ewald, VP of Analytics, Guava
  David Ingram, Co-founder and CEO, Brownbook.net