| 7:00-6:30pm |
Registration |
| 7:30-9:00am |
Morning Coffee |
| 7:45-8:45am |
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 Search Engine Strategies events.
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| 9:00-10:00am |
Conference Welcome & Opening Keynote
Conversion Triggers - Persuasion Strategies for Digital Marketers
Are you an aficionado OF or a slave TO conversion?
Numbers and letters... the war online is won or lost in the subtleties of A/B testing and conversion optimization (the metrics) and getting into the psyche of your prospect (the words). Are you world-class at both disciplines?
Before you optimize conversions, you must begin with a solid foundation of structured and persuasive copy writing, as it is the penultimate driver of profitability for online marketing.
Getting into the psyche of your customer, learning to speak powerfully to their mind state, using words and pictures to grab them, pull them in, show them the benefits of your offer... the artful use of copy and imagery can mean the difference in struggling to pay rent on your fleabag flat or jetting to the vineyards in your private plane for the weekend.
Take a dip into the world of marketing psychology: persuasion, influence, enchantment, fascination, semiotics, triggers, emotion...
It's a rich field and applicable to everyone marketing online whether you are writing emails, doing PPC, creating affiliate links, authoring blog posts, Tweeting, selling via webinars or creating product differentiation on your website. Persuasion is ubiquitous and getting good at it can give you the conversion boost you need to be insanely profitable.
Susan Bratton will share with you insider secrets from the famous guests on her DishyMix show from Sally Hogshead, Robert Cialdini, Guy Kawasaki, Eben Pagan, J. Duncan Perry, Bryan Eisenberg and Joseph Carrabis - all world-class persuasion experts. And you'll discover the 4 things you must know about persuasion to make big money, the 7 deadly persuasion mistakes you are probably making right now.
- Keynote Speaker:
Susan Bratton, Co-founder and CEO, Personal Life Media, Inc.
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| 10:00-11:00am |
SpeedConnect
Don't miss this ALL NEW fun and fast-paced structured networking session where you will be presented with a unique opportunity to meet lots of new people relevant to your business in an innovative and comfortable environment. Simply come to your assigned 1-hour session within the agenda and let us do the rest! During the session you will move around in small groups, each participating in a series of quick meetings with key people who could potentially help you with your business needs. High energy will reign throughout this session and we guarantee that you will walk away with new friends and business relations. This will be one of the most valuable hours you spend at the conference. See you there!
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Expo Hall open 10:00-6:30pm |
| 11:00-12:00pm |
Attendees may choose to attend one of the five sessions offered during this time.
SEO Track 
Information Architecture for the Modern Website
We all know how to develop sites to be search friendly but how do we architect sites for the rapidly evolving cross-media challenges of social media, real time and user generated content. Come learn how design and deploy a next generation site architecture that maximizes your chances of findability no matter where and how searchers look for you.
- Solo presentation by:
Shari Thurow, Founder & SEO Director, Omni Marketing Interactive
PPC Track
The Tools of the Trade for PPC
The competition is fierce in paid search! From small in-house accounts to ones with millions of keywords, it's the NEW advances in SEM technology that might just make the difference between success and failure. Are there tools you could be using right now to help double your conversions, lower your costs, or save your team hours of time every week? At this panel, top paid search tool vendors will showcase their latest features in bid management, campaign workflow efficiencies, and reveal what the future holds for the industry.
Social Media Track
Social Media Solutions on a Budget
Don't be frustrated by the overwhelming world of social media marketing! You don't have to be a Fortune 500 company to be social media relevant. Getting your company or organization started with social media doesn't have to be a pricey proposition. There is a wealth of great free to low cost tools and strategies that can have you up and running in no time. By leveraging these great resources you can use social media to drive new business, create awareness, and become engaged with your target audience. You'll learn how to:
- Take advantage of great free and low cost tools that cover managing conversations, measuring reach & engagement, and developing/publishing great content.
- Leverage lesser known social media channels to increase exposure and reach.
- Create great social media friendly content to build trust and authority inexpensively.
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Sponsored Session
Bing: More Bang For The Click
If you have a business and a desire to increase your online visibility, this session is for you. Come learn how you can expand your online footprint and reach more customers with Bing. We'll help you explore your goal of increasing web traffic overnight. We'll also help you understand your current place in Bing's index. Need beginner's advice? No problem! We even have a way you can put your business online without a website. Come explore Bing's webmaster and online-advertising features with us.
Kick Start Track
Introduction to Analytics
Cut to the chase! Use analytics tools to get the specific answers you need about your search marketing campaign's economic performance, your users' on-site behaviors, and how to look for major red flags in traffic patterns. This slate of experts will keep you focused rather than poring through hundreds of pages of meaningless statistics.
- Solo presentation by:
Thom Craver, Web and Database Specialist, Saunders College (RIT)
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| 12:00-1:00pm |
Meet the Authors Networking Lunch
Sit down and enjoy lunch with your favorite author from the SES Faculty. You'll also have the chance to win a book from each of the authors for your own collection!
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| 1:00-2:00pm |
Attendees may choose to attend one of the five sessions offered during this time.
SEO Track
The Tools of the Trade for SEO
If you are responsible for your company's search engine optimization, then you know that you need all of the various tools of your trade close at hand. This session will describe the tools that will help you to accomplish your tasks including indexing, competitive analysis, site ranking, diagnosing and remedying problems, page level information, site level information, on-page optimization and much more.
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Sponsored Session
DoubleClick Search V3 - Online Media Buying Expertise on Google's Infrastructure
Check out how DoubleClick Search V3 makes it faster and easier than ever to manage large search campaigns across AdWords and Microsoft AdCenter. Powerful, easy-to-use workflow and reporting features save you time, while strategic bid optimization features help you improve performance.
Social Media Track
Audience Choice Session: Like Me! Social & Viral Content Tips for Making Your Brand More Sexy
Writing content that appeals to social audiences to gain traffic, links and ultimately, business is not as simple as it sounds. It's even harder for the less sexy brands to make their content appealing and exciting. This session will look into examples of how less attractive brands gained meaningful traction through social media without having to spend a fortune. It will cover new and effective approaches to viral content and provide top tips on how to keep your brand content attractive and fresh while remaining relevant to your brand identity.
- Moderator:
Noran El-Shinnawy, Director of Marketing, BoostCTR
- Speakers:
Liana Evans, Author and Co-Founder & CEO, LiBeck Integrated Marketing
Jeffrey Harmon, Chief Marketing Officer, Orabrush
Mike La Rotonda, CEO and Co-Founder, Votigo
Jeff Revoy, Chief Product, Marketing & Strategy Officer, iContact
Accelerator Track
Advanced Keyword Modeling
Google Instant and Bing's intent-based results are creating a need for a new generation of keyword research, expansion and modeling techniques. This session will guide you through ways to integrate data from search, social and traditional media to identify new opportunities and revenue streams.
- Solo Presentation:
Bill Hunt, SES Advisory Board & President, Back Azimuth Consulting
Kick Start Track
Introduction to Paid Search
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.
- Solo Presentation:
Brad Geddes, Founder, Certified Knowledge
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| 2:00-2:15pm |
Session Interval |
| 2:15-3:15pm |
Attendees may choose to attend one of the five sessions offered during this time.
SEO Track
Meaningful SEO Metrics: Going Beyond the Numbers
As knowledge of SEO practices moves from the offices of the optimizers to the board room, the standard metrics used by the practitioners of this former dark art are straining under the weight of the all powerful bottom line. The days when upper management was impressed by subtle changes in Page Rank have been replaced by questions of LTV and ROI. As more resources are being dedicated to creating the perfectly optimized and keyword rich landing page, C-level executives are demanding proof of the return they are receiving from these resources. This panel will discuss a myriad of ways to move beyond Page Rank, indexed pages or linked sites and into metrics that can make you a hero and, better still, get your budget increased to a respectable level.
PPC Track
Insider Tips to Ad Optimization
Can changing just a couple of words in an ad really account for a 115+% lift in clickthroughs, conversions and more? Want to know why your image on Facebook is turning people off from clicking on your ad? Are you hungry to learn what you need to do to consistently improve your online advertising performance? We'll get insider secrets from Facebook's Marketing API Program Manager, the CEO of BoostCTR and top selling online retailer CafePress. In this session we will cover everything you wanted to know about improving your ads on Google, Facebook and other platforms but were afraid to ask.
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Sponsored Session
Jim Boykin Gives Advice on Advanced Link Building, Panda Solutions, SEO Tools, and More!
Jim has been a leader in the field of Internet Marketing and SEO for over 10 years. Jim will show you some of his most "killer tactics" for obtaining some of the most trusted backlinks in the world. Jim will also talk about the Panda Update and will give many tips on how can you recover. If you haven't been hit by Panda, Jim will tell you what you still need to know to prevent your site from being hit by Panda in the future. Jim will also talk about some of the best Internet marketing tools on the market, and how can you utilize them to be an Internet Marketing Hero.
- Speaker:
Jim Boykin, CEO and Link Building Ninja, We Build Pages Internet Marketing Services
Accelerator Track
User Generated SEO
UGC is huge and emerging part of social commerce. It is not only good for SEO, but has a profound impact on conversion, return rates, order value and external messaging. This session will emphasize the SEO gains that come from strategic use of UGC, but will also highlight the holistic value and typically untapped opportunities related to UGC. By the time of this event, we expect to have new case study data and examples to keep this topic fresh and relevant.
- Solo presentation by:
Michael DeHaven, Sr Product Manager, SEO, Bazaarvoice
Kick Start Track
Introduction to Social Media
Social media has become a major piece of the search marketing puzzle and is changing the way we work, communicate and live. Companies are amazed by the influence social media is having and want to understand how to use it effectively. This session is designed to guide you through the complex landscape of social media and how it relates to your brand or web property. You'll learn about the leading sites, the functionality they provide, and best practices for interacting in these virtual places. You'll also come away with some valuable tips on how to effectively leverage your brand, services and products in different social media environments including Facebook, Twitter, LinkedIn, FourSquare, YouTube, Flickr, Wikipedia, Review Sites, Digg, and more. The session will also include suggestions how to integrate social media with other channels of online marketing effectively.
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| 3:15-4:15pm |
SpeedConnect
Don't miss this ALL NEW fun and fast-paced structured networking session where you will be presented with a unique opportunity to meet lots of new people relevant to your business in an innovative and comfortable environment. Simply come to your assigned 1-hour session within the agenda and let us do the rest! During the session you will move around in small groups, each participating in a series of quick meetings with key people who could potentially help you with your business needs. High energy will reign throughout this session and we guarantee that you will walk away with new friends and business relations. This will be one of the most valuable hours you spend at the conference. See you there!
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Afternoon Break in the Expo Hall |
| 4:15-5:15pm |
Attendees may choose to attend one of the five sessions offered during this time.
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 will take a look at all canonical issues and explore repairs and solutions.
- Moderator:
Danny Goodwin, Associate Editor, Search Engine Watch
- Speakers:
Katy Collins, Senior Product Manager, AOL
Eric Enge, President, Stone Temple Consulting
Chris Keating, Director, SEO, Performics
David Naylor, SEO, Bronco
PPC Track
Analytics for PPC
 Programmed by: Andrew Goodman
Advertisers have been paying billions of dollars for clicks in search engine advertising platforms for years. With an array of new targeting options (display ads, new ad formats, remarketing, Facebook, etc.), it's an important time to prioritize how you analyze PPC campaign data and act on it. In PPC, the job of an analyst is not to come up with obscure statistical nuggets, or to nitpick on small points. Rather, the analyst should be nimble, tightly aligned with business results, and capable of moving smoothly between fine details and core business drivers. Which metrics are worth your time? What new tools and reports are useful? Which will waste your time? Is it time to step up your use of campaign automation? How can you build a better dashboard to help synthesize multiple campaign efforts? And if there is an Occam in the audience, will he please identify himself and come forth with his Razor, so we can answer all of these questions in one hour or less?
- Moderator:
Andrew Goodman, SES Advisory Board & President, Page Zero Media
- Speakers:
Ryan Gibson, VP of Marketing, RKG (Rimm-Kaufman Group)
Steve Latham, Founder and CEO, Encore Media Metrics
Phil Mui, Group Product Manager, Google Analytics
Social Media Track
Automating Social Media: Creating & Distributing the Message
Part social network, part social search engine and all social media marketing opportunity, tapping into the power of Twitter and other Social Media outlets can help your business reach more customers, influencers and audiences than ever before. If you've been experimenting with Social Media and want access to advanced tactics for identifying influentials, effective messaging strategy, integration with other social media, operationalizing message distribution and measurement, then this is the session for you. Lady Gaga and Justin Bieber might have the followers, but this session will focus on results.
Accelerator Track
Crossing the Digital Divide: The Leap from Search to Display
Many advertisers who embrace the highly measurable, highly efficient world of search engine marketing remain on the sidelines in display. Historically, display advertising has lacked the targeted pricing, placement, and ROI of search. The advent of new display optimization technologies and next-generation ad exchanges, however, is offering a radically fresh take on an outdated media model. Demand-side platforms, in particular, offer advertisers better control over pricing and targeting, and power these advantages by creating advertiser-specific algorithms. (That's a shift of power that search marketers can definitely appreciate!) In this session you will hear a "101" introduction to DSPs and ad exchanges, as well as advice for experienced search advertisers who want to take a first foray into exchange-traded display to broaden their media mix.
Kick Start Track
Introduction to SEO
Search has one of the lowest customer acquisition rates, simply because it is a "pull" medium, allowing people to find you when they need you. Search engine optimization will help you position your website properly to be found at the most critical points in the buying process. This SEO overview will help you understand what the search engines are looking for, and how the principle of building your site for your customers will also please the search engines. In clear, non-technical language, you'll learn the latest optimization trends along with the best practices necessary to make an immediate impact on your internet presence and website profitability.
- Solo presentation by:
Bruce Clay, President, Bruce Clay, Inc.
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| 5:15-6:30pm |
Networking Cocktail Reception in the Expo Hall |
| 9:00pm-late |
WebmasterRadio.FM's SearchBash
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