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G General  B Beginner  I Intermediate  A Advanced

SES Chicago Agenda - Day 3

Wednesday, December 10, 2008
Expo Hall open 10:00am-4:00pm. Express Site Clinics 12:00pm-4:00pm

Time Speaker Booth: #204 - Clinics are free to attend!
12:00pm-1:00pm Tim Ash Your Baby Is Ugly - Landing Page Mini-Critiques
Your landing page has severe and fundamental problems and could have a much higher conversion rate. Join us on the exhibit show floor for complimentary mini-critiques by landing page optimization expert Tim Ash, author of the bestselling book Landing Page Optimization from Wiley Press.
2:00pm-3:00pm David Szetela Power PPC Advertising Clinic
Get your Google AdWords PPC advertising campaigns and landing pages expertly analyzed, with specific recommendations for improvement and optimization. Or just come to watch and learn a wide range of tips and best practices!
3:00pm-4:00pm Brad Geddes Ad Copy to Landing Page Review
Would you like your ad copy and landing pages reviewed by an expert? Ad copy and landing pages are tightly interwoven to create an effective marketing message. Ad copy sends you visitors. Landing pages convert those visitors. Stop by the booth to have Brad Geddes review your ads and landing pages. You will receive free advice on how to increase your search marketing ROI.
8:00am-5:15pm Registration
8:00am-9:00am Morning Coffee

Morning Keynote
Avoiding the Chasm of "Anticipointment"
To drive to the next level of conversion and optimization, it's time for online marketers to consider the entire marketing value chain and bridge the gap between ads and a personalized, relevant online experience for each visitor. Josh James, CEO of Omniture, will discuss how you can avoid customer "anticipointment."

  • Keynote Speaker:
    Josh James, President and Chief Executive Officer, Omniture
10:00am-10:30am Morning Coffee Break in the Expo Hall

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

Vertical & Retail Track
Advanced B2B A
Forget consumers. You want leads! Leads that become opportunities that convert into booked business! Join our seasoned panel of B2B marketing professionals as they share the latest tips and trends in using search to find those niche decision-makers that drive your business.

Multimedia Track
Podcast & Audio Search Optimization I
With the inclusion of audio results in the main search pages, search marketers must now include audio (podcast) optimization in their tactical toolkits. This session will cover the why and how of audio search optimization, including how to use RSS to increase reach.

Tactics Track
Social Media Optimization B
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:
    Pauline Ores, SES Advisory Board & Senior Marketing Manager, Social Media Engagement, IBM Corporation
  • Speakers:
    Erik Qualman, Search Engine Watch Expert & Global VP, EF Education
    Liana Evans, Director of Internet Marketing, KeyRelevance
    Jonathan Ashton, VP of SEO & Web Analytics,

Advertising Track
Search Advertising 101 B
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.

Natural Search Track
SEO Through Blogs & Feeds I
Not yet running a blog? Not syndicating your content through web feeds? Then you're missing out on an important area that can help your overall SEO efforts. Learn more about the unique advantages blogs and feeds offer to search engine optimization.

11:45am-12:45pm Lunch in the Expo Hall

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

Vertical & Retail Track
Getting Vertical Search Right I
The need for specialized search capabilities has never been more prevalent than it is today. Established leaders and experts in vertical search application and execution will discuss the state of the industry, positive and negative experiences, and best practices for answering needs of today's demanding searchers.

Multimedia Track
Video Search Engine Optimization I
According to comScore, nearly 139 million U.S. Internet users watched an average of 83 videos per viewer in March 2008, viewing a total of 11.5 billion online videos during the month. However, the average YouTube video receives only 100 views a year. This makes optimizing video for YouTube one of the biggest opportunities in the fast-changing and complex world of search. This session will look at how video search engine optimization (VSEO) has become the most important new use of search engine optimization today.

Tactics Track
Social Media - Measuring the Business Value I
We may intuitively sense the value of social media marketing, but of course, in order to secure funds for these programs, we need to be able measure business value. Learn how search and web analytics can not only shape social media programs but also help measure the results. Panelists will outline social media marketing programs they've designed and how they documented the impact.

  • Moderator:
    Pauline Ores, SES Advisory Board & Senior Marketing Manager, Social Media Engagement, IBM Corporation
  • Speakers:
    Bill Hunt, CEO, Global Strategies Intl, Director, Global Search Strategy, Neo@Ogilvy
    Rob Key, CEO, Converseon
    Brian Halligan, CEO, Co-Founder, HubSpot

Advertising Track
Search Advertising Tools B
In order to get a leg up on the competition, successful Search Engine Marketers need to be armed with the latest tools of the trade. Join us as we explore a range of popular search engine advertising tools along with some important features you should be aware of. Whether you are looking for a free basic tool that will help you get started or a more advanced paid offering, our panel of experts will provide you with the insight and experience to zero in on the right solution.

  • Moderator:
    Matt Van Wagner, President, Find Me Faster
  • Speakers:
    Thomas Bindl, Founder & CEO, Refined Labs GmbH
    David S. Kidder, Co-Founder & CEO, Clickable
    Jeremy Lamothe, Search Account Manager, Microsoft Advertiser and Publisher Solutions
    Robert Clinite, Ask Sponsored Listings (ASL)

Natural Search Track
Design Constraints and SEO: Building an online brand takes more than SEO A
When you design to achieve great search engine rankings, you are making a choice. Do you understand all the implications? Learn from a long time SEO who chose to build for brand and in the process turned his back on many SEO best practices to achieve far greater returns.

  • Moderator:
    Kevin Ryan, SES Advisory Board Chair & CEO, Motivity Marketing
  • Speaker:
    Mike McDerment, CEO & Co-founder, FreshBooks
2:00pm-2:15pm Session Interval

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

Vertical & Retail Track
Shopping Search Tactics I
Learn how content from your e-commerce or merchant site can - and should! - be included in shopping search engines.

Multimedia Track
SEO Friendly Flash I
Does Flash get an undeservedly bad rap for impairing search engine visibility? Why are search engine optimization (SEO) practitioners so concerned about Flash, and how can you properly optimize Flash content? Join us for a lively discussion as we also explore the impact of recent announcements from Yahoo! and Google promising enhanced capabilities in reading content within Flash.

  • Moderator:
    Rebecca Lieb, Contributing Editor, ClickZ
  • Speakers:
    Gregory Markel, Founder/President, Infuse Creative, LLC
    Chris Keating, Manager, Natural Search, Performics
    Brian Ussery, Director of SEO, Search Discovery
    Bill Hunt, CEO, Global Strategies Intl, Director, Global Search Strategy, Neo@Ogilvy

Tactics Track
Storyteller Marketing:
The Art of Storyteller Matches Up With the Business of Marketing I

One communication method that beats all others when it comes to delivering a memorable, motivating, and meaningful message: telling a story. This session will show you how the framework of storytelling can be used to deliver real advertising results by generating content that communicates. You'll learn the five basic story types, how to analyze the stories around your brand, and how to create a solid strategy for generating, changing, or renewing great brand stories. Great search strategies are built around great content; this session will give you the economic and social tools you need to create that framework.

Advertising Track
Ads in a Quality Score World A
More and more, ranking well in paid search listings is less about how much you pay and more about the "quality" of your ad campaign. But what goes into making up your quality score? In this panel, we'll take a closer look at quality factors and give tips on increasing the perceived relevancy of your campaigns.

Natural Search Track
Blogging for Business A
With more than 71 million blogs currently being tracked by Technorati, the opportunities for businesses to speak with their customers is nearly unlimited. That's why more and more companies are turning to the blogosphere to connect with consumers. Never before have businesses had such effective access to the frustrations and desires of their target audience. Learn more about harnessing the power of blogs to build buzz about a business online.

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

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

Vertical & Retail Track
In House: Lessons Learned & Victories Won I
As Search Engine Marketing (SEM) grows in popularity, many companies are attempting to handle the SEM function in-house despite the inherent complexity and challenges. Join us for a spirited discussion and get a chance to meet some of these intrepid do-it-yourselfers behind the in-house movement, as we debate the pros and cons of developing and training a dedicated in-house team. Laying the foundation for in-house SEO success, long-term cost savings, gaining project support at the executive level, leveraging innate knowledge and creating accountability are just some of the topics to be discussed.

Multimedia Track
The Next Wave for Online Video I
This session will provide tips on how to navigate the new wave of online video, as more people are watching, sharing, and finding videos online. It will cover the four contributing factors to the massive surge in popularity and predicted continued growth for online video, as well as the converging factors that have led to the next wave of online video search. The panelists will also discuss the issues with video search, and the industry's desire for standards on how to tag, organize, and find videos.

Tactics Track
Tactical Success Measurement A
Often, in dealing with customers, agencies focus on successful campaign strategies and report accordingly. While establishing a winning strategy is key to any campaign, it's the tactical execution that actually delivers the results. This session will focus on how to measure the individual tactical events in a campaign, and how to use that information to both ensure that a strategy is executing properly, and to discover new opportunities which lead to additional successes.

Advertising Track
Advanced Paid Search Techniques A
How can you best tap into long tail terms? Are there targeting techniques you're overlooking? This session examines these and other techniques to help you get more out of paid search.

Natural Search Track
eCommerce 101: Optimizing your Shopping Cart for Search and Conversion A
What makes a high-converting, search-friendly eCommerce site? By providing visitors with a customer friendly navigation, an easy-to-use checkout, and all elements of on-page SEO, many online retailers have seen significant increases in conversion rates and organic traffic. The panel will discuss real world examples of design changes and other site-specific enhancements that have helped to increase organic traffic, conversion rates, and the overall bottom line for online retailers.

  • Moderator:
    Aaron Shear, Partner, Boost Search Marketing
  • Speakers:
    Ethan Giffin, CEO, Groove Commerce
    Chris Boggs, Manager, SEO, Brulant, Inc., recently acquired by Rosetta
    Pete Olson, Vice President of Product Management, Amadesa
    Vic Cleary, E-Commerce Strategy Manager, 2 CheckOut
SES Magazine
View this issue:
SES Magazine Chicago 2008
Chicago 2008
Who should attend?
Marketing Team:
Marketing Manager/Director
Creative Director
E-Commerce Manager
Brand Manager
Director, Business Analytics
Media Buyer
Media Planner
SEO Specialist/Consultant
PPC Analyst
Junior Account Manager
Chief Marketing Officer (CMO)
Chief Executive Officer/President
Chief Technology Officer (CTO)
Managing Director (MD)
Senior Vice President (SVP)
Vice President (VP)
Executive Director, IT
Web Developer
Web Designer
IT Project Manager
Association Sponsors
The Email Experience Council
The Chicago Association of Direct Marketing (CADM)
SEMNE (Search Engine Marketing New England)
Media Partners
Domainer's Magazine
Website Magazine
Visibility Magazine
Jupiter Research
EIN News
Search Marketing Standard
Target Marketing
Revenue Magazine
Electronic Retailer
Web Host Industry Review
DIRECT Magazine
SEO Book
In Association with
Search Engine Watch

News Distribution

Sponsorship/Exhibiting Opportunities:
For more information, please contact our Sales Department. You may also call
+1 646-755-7255 or send an email to

Registration Information:
For questions regarding registration, please call +1 800-955-2719 or send an email to