Exhibit Hall Hours: 10:30am – 3:30pm

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

Fundamentals Track
Competitive Research
Search engines can tell you a lot about your competition, if you know what to look for. Have you researched if they are already targeting U.S. Hispanics and/or Latin America? Learn how to use search engines to profile your competition, helping you understand what links to gain, ad prices to pay, content to offer and customers to seek.

Landscape & Tactics Track
Translate Or Create: Strategies For Those With English-Language Sites
So you want to target Hispanics and Latin Americans but have no content. Do you just translate everything and hope for the best? Does it make more sense to create a new site from scratch? Can you do a mixture? Join us to look at strategies and case studies of what others have done.

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

Fundamentals Track
Link Building
Effective linking is crucial, but linking strategies that work in the U.S. may not work in Latin America. This session will explore issues such as whether you should buy, sell, barter or trade links. How far is too far in optimizing your internal link structure, and if you operate a network of sites, can natural interlinking be perceived as link spam.

Landscape & Tactics Track
Multi-Country and Multi-Lingual Website Optimization
Planning or re-designing a website that covers U.S. Hispanic, Latin America and/or other countries throughout the world requires different strategies than doing SEO for a single-country. What domain issues do you need to be aware of? Should you have a domain for each country you are targeting? Should you have a standalone subdomain of your .com site, like spanish.oursite.com? The fact is that if your users search for a word with an accent mark and without it, you will get similar but different results. Should you optimize for correct grammar or a high traffic volume? What translation issues could you encounter? What about cultural issues, slang and jargon? Get tips from experts and advice on how to proceed in an efficient and effective manner.

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

Fundamentals 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 your goals are. What extra steps must be taken with Spanish buyers or in Latin America? 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.

Landscape & Tactics Track
Targeting Spanish/Portuguese Search Ads By Demographics & Behavior
Attracting Latinos requires an in-depth knowledge about specific demographic behavior and culture. Search profiling makes it possible to target searchers with ads long after they've done a particular search. There are 3 primary languages spoken among U.S. Hispanics and Latin Americans and 25 countries of origin. In some cases, there are with different values, customs, behaviors, and attitudes to consider. This session will serve as a valuable guide to making your Search Ads more effective.

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

Fundamentals 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.

Landscape & Tactics Track
Search Marketing With Latinos: Roundtable
What special issues do Latino search marketers face? Is there a "search marketing community" and are there "search marketing organizations" already out there? How far along typically are U.S. Hispanic and Latin American companies in SEM strategy? Join us as our roundtable of experts sound off on a range of specific search marketing topics, including language and vernacular issues, culture, audience size, search engine and browser defaults, user behavior and demographics, and hot verticals. Bring your questions and comments for the Q&A!