Exhibit Hall Hours: 9:30am – 6:15pm

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

Fundamentals Track
Introduction To Search Engine Marketing
Who are the major search engines? How can their editorial listings send you "natural" or "organic" traffic for free through search engine public relations or search engine optimization efforts? How can you purchase top rankings or placement through search engine advertising opportunities? This must-attend session for beginners provides an overview of key concepts.

Landscape & Tactics Track
Tapping Into US Hispanics & Latin Americans Via Search
If you're not targeting US Hispanics and Latin Americans through search, then you're missing out on a major slice of the search market. Get the latest statistics that illustrate the potential here and why you should be paying attention.

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

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, java-script, 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.

Landscape & Tactics Track
Search Landscape: US Hispanics & Latin Americans
How do Latino searchers in both the U.S. and Latin America interact with search engines? Do they have a preference in language when they search, as well as the search ads if written in Spanish or English? What about Portuguese speakers from Brazil? To fully engage these audiences in the learning process, particular attention should be given to gaining and maintaining trust. Greater acceptance will occur by search marketers if they are involved in the planning, delivery, and evaluation of these marketing efforts. This session explores the latest research and provides tips and tactics for search marketers to consider.

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

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. Where do you find keyword suggestions in Spanish? 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.

Landscape & Tactics Track
SEM Campaign & Project Management
Search marketing is more than managing bids on ads. A campaign may involve both organic and paid listings, perhaps with many different products, goals and participants. In addition, you may require involving other players into your team to include translation, Spanish or Portuguese content development, and cultural analysts. Could you outsource and maintain quality that meets your standards? This session gives tips and techniques on managing the process and getting the most success out of your campaigns.

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

Fundamentals Track
Buying Search Engine Advertising: Latino Edition
Paid placement is a form of search engine advertising that provides a top ranking in return for payment. Every major search engine offers a paid placement program. Even with the same search engine company, it may have a different method of selling paid search in Latin America. Learn what's available in this session that is especially geared toward beginners, with details on programs from major providers and advice from advertisers.

Landscape & Tactics Track
The Challenges Of Search Marketing To US Hispanics & Latin Americans
Not convinced that US Hispanics and Latin Americans are a market you should be targeting through search? This session examines some of the challenges you'll need to face as well as solutions to consider. It sets up issues and solutions further explored in the Tactics session on Day 2.