June 12–13, 2007 • Metro Toronto Convention Centre (North Bldg.) • Toronto, Canada   

Agenda – Day 1

Agenda* – Tuesday, June 12, 2007

Day 1 – Conference

7:30am - 9:00am Registration
9:00am - 10:15am

Track A
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.


Track B
RSS, Blogs & Podcasts: Successful Syndication Tips
Syndication technology (RSS) makes it easier to build an audience for your content, because your readers or listeners become subscribers using non-intrusive "feed readers." An overview of the growth of RSS plus a special focus on podcasting. This session will also include tips on blogging and podcasting for (a) profit; (b) credibility and reach.


Track C
Local Search: A Growth Industry
Local search and navigation is very popular with users. Search engines like Google, local review juggernauts like Yelp, traditional listings companies, and media companies large and small, are simultaneously barging onto the local scene to capture user attention. Several industry players and analysts offer their update on the state of the art, explore chicken-egg frustrations, and attempt to glimpse the future of local search.

10:15am - 10:45am Morning Coffee Break in the Expo Hall
10:45am - 12:00pm

Track A
Keyword Research: Purpose, Tools, and Tactics
How many keywords do you need in your paid search account? What keywords are your customers searching for? How do customers find products after they reach your site? How to target the right terms in your paid and organic search marketing, and where these keywords should be used.


Track B
Site Clinic
This interactive session takes volunteers from the audience and examines their web sites live to provide general feedback about improving them to gain more traffic from search engines. Panelists may also provide general takes on usability and navigation, and overall online commerce strategies.


Track C
Marketing to Women Online
If women make up a high proportion of your customer base or readership, then you need to know how women search, navigate, and interact online. Are there specific behavioral patterns to be aware of? What balance to strike in site design and content tone? Research and case studies to help your company stay relevant to your target audience.

12:00pm - 1:15pm Networking Lunch
1:15pm - 2:30pm

Track A
The Canadian Search Landscape
What search engines are leaders in market share? What regional differences in search engine usage do we see within Canada? What vertical areas of search are growing? Representatives from major ratings and traffic analysis services share stats and info. Search engine representatives also comment on trends.


Track B
Big Ideas for Small Sites & Small Budgets
Have little or no money for search marketing efforts? Fearful you'll never get found since those with large advertising budgets can spend their way to the top? This session provides strategies and advice for small businesses and others looking to be found in search engines without breaking the bank. It also examines search marketing efforts you may have been neglecting.


Track C
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 geared towards an intermediate audience. It will cover some of the core principles of search-friendly design as well as contemporary user experience trends and how they might impact search engine placement.

2:30pm - 3:00pm Afternoon Refreshment Break in the Expo Hall
3:00pm - 4:15pm

Track A
Search Advertising 101
Paid search is a form of search marketing that provides a method of placing text ads near search results, in return for payment. Every major search engine offers a paid search program. Learn what's available in this session that is especially geared toward beginners, with details on programs from major providers. Particular focus on Canadian offerings from the major search engines.


Track B
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.


Track C
Search User Behavior
How do searchers interact with search engines? New research is constantly coming out revealing how searchers act. This session explores the latest studies and findings to provide tips and tactics for search marketers to consider.

4:15pm - 4:30pm Session Interval
4:30pm - 5:45pm

Track A
Meet The Crawlers
Representatives from major crawler-based search engines discuss their services and take questions from attendees. Focus on key webmaster site status & communications tools such as Yahoo Site Explorer and Google Webmaster Central.


Track B
My SEM Toolbox
Several search marketers share a variety of tools and services they find useful in performing SEO and SEM.


Track C
Linkbaiting and Widgets: Viral Bag o' Tricks
Getting folks to willingly point to your site requires ingenuity as well as underlying quality. (As Godin might say, all marketers are liars, but there had better be a free prize inside. Or something like that!) Master linkbait creators and widget makers share advanced viral marketing, and PR tactics to get other websites to point to you early and often, so your 15 minutes of fame can be recursive.

5:45pm - 7:00pm Networking Cocktail Reception in the Expo Hall

*Agenda subject to change


For more information regarding exhibit space or sponsorship opportunities contact our Sales Department by completing this form or call Frank Fazio at 203–295–0052.

For registration help or information, please email our Registration Department at registration@incisivemedia.com or call 203–295–0050.

Please Note:
Incisive Interactive Marketing LLC reserves the right to make any necessary changes to this program. Every effort will be made to keep presentations and speakers as represented. However, unforeseen circumstances may result in the substitution of a presentation topic or speaker.

Incisive Interactive Marketing LLC reserves the right to use photographs of any attendee for future promotions.

Incisive Interactive Marketing LLC assumes no liability for the acts of their suppliers nor for the safety of any participant while in transit to or from this event. The total liability during the precise hours of the meeting will be limited to a refund of the delegate fee.

Audio and/or Video Taping is prohibited without the prior permission of the organizers.

Event Information

Industry Tidbit
IAB Canada reported that spending on Canadian Paid Search increased 78% in 2006.

Who should attend?
  • Online marketers
  • Executives
  • Business owners
  • SEM/SEO professionals
  • Media planners/buyers
  • Webmasters
  • Direct marketers
  • Agency professionals
  • E-commerce managers

Organizations that have sent delegates to previous SES events:
Adobe Systems, Inc
Alaska Tour & Travel
Allstate Insurance
American Airlines
American Greetings Interactive
American Heart Association
Auto Europe
Bank Of America
Budget Truck Rental
Cathay Pacific Airways
Charles Schwab & Co
Circuit City
CNet Networks
Coca-Cola Enterprises
Countrywide Home Loans
Deloitte & Touche Llp
Deutsche Bank
Edison Group
Ernst & Young
First Franklin Financial Corp
Fujitsu America, Inc.
Goldman Sachs
H&R Block Mortgage
Hallmark Flowers
Harpercollins Publishers
Intel Corporation
JP Morgan Chase
Mckinsey & Company
Mitsubishi International
MTV Networks
Office Depot
Oracle Corp
Qwest Communication
Royal Bank Of Canada
Sony Pictures
Sun Microsystems
The Children's Place
The Vermont Country Store
Walt Disney Internet Group
Washington State University
Wells Fargo