June 16-18, 2008 • Metro Toronto Convention Centre (South Bldg.) • Toronto, Canada   
 

Agenda - Day 2

Day 2 - Wednesday, June 18, 2008

8:00am-4:00pm

Registration

8:00am-9:00am

Morning Coffee

9:00am-10:00am

Keynote Presentation

10:00am-10:30am

Morning Coffee Break in the Expo Hall

10:30am-11:45am

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

Track: Get Me Up to Speed
Search Advertising: PPC 101
Paid search is a form of advertising that places your text ad near search results on engines like Google, Yahoo, and Microsoft Live Search. The ad systems allow you to choose the specific keywords you want to bid on. This popular session walks you through the key concepts, warns of you of key pitfalls in the setup phase, and explores strategies for maximizing profit now and moving forward.

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Track: Practical & Actionable
What's Different About B2B? Tailored Strategies
Selling to businesses online may involve longer sales cycles, higher price points, lower search volumes, targeting very particular purchasers, and specific sales-funnel tactics. Panelists present practical examples and research to help you develop appropriate tactics.

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

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11:45am-12:45pm

Networking Lunch

12:45pm-2:00pm

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

Track: Get Me Up to Speed
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? Learn how to target the right terms in your paid and organic search marketing, and learn where these keywords should be used.

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Track: Practical & Actionable
SEM Toolkit: Marketers Share
Competitive intelligence, keyword research, customer profiling, exotic analytics, and visual mouse tracking are just some of the tricks of the trade of search marketers. Guerrilla marketers on the panel show you the favorite tools in their kits. Many are low cost or free.

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Track: Advanced
Social Media Success
One of this year's panelists promises that search marketers have the potential to "own" the social media marketing space because of search's inherent bias toward ROI measurement. Panelists will focus on defining different measures of success, and explore case studies of social media campaigns that helped clients get rich, famous, and better-looking.

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2:00pm-2:30pm

Afternoon Break in the Expo Hall

2:30pm-3:45pm

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

Track: Get Me Up to Speed
Link Building: The Basics & Beyond
Discover how search engines rely on link analysis as an important component for ranking web pages. Learn also how to increase traffic to your site by building quality links in an appropriate manner. The game is ever-evolving — adapt and win.

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Track: Practical & Actionable
Accessibility, Usability & SEO
Which user experience elements have you been neglecting? Is your site working, accessible, intuitive, and persuasive? Is it compliant with government accessibility regulations? Do you have a regimen for user testing? Building a user-friendly and accessible site generally coincides with SEO strategy, but not always. If you make changes to the site, will there be positive or negative repercussions on search engine traffic?

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Track: Advanced
Web 2.0 & Search Engines
An overused and amorphous term, "Web 2.0" nonetheless encompasses an evolutionary shift from the typical web user experience of a decade ago. Some aspects of the "new" web environment are great for improving your search traffic. Other developments may lead you to make serious SEO errors. Among other things, Web 2.0 is about new user interface designs that speed up user actions with techniques such as AJAX (Asynchronous Javascript and XML), which allow users to perform operations nimbly without loading a new HTML page. This session will cover AJAX, CSS, user-generated content, and other new trends in web design and user experiences that may require a re-think of your SEO strategy.

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3:45pm-4:00pm

Session Interval

4:00pm-5:15pm

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

Track: Get Me Up to Speed
SEO Don'ts, Myths, & Scams
Whether it comes from a cold call, a spam e-mail, or just misguided advice on a forum, there is some information that is just plain wrong. Other "tried and true" tactics are way out of date. Panelists address and debunk their biggest SEO pet peeves, and address your questions and comments in the Q&A.

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Track: Practical & Actionable
Site Clinic
This interactive session takes volunteers from the audience and examines their websites live to provide general feedback about improving them to gain more traffic from search engines.

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Track: Advanced
Giving Credit Where It's Due: Which Campaign Sold What?
My search campaign generated $400 million in sales. So did my organic campaign. But my analytics is telling me that my display campaign generated $400 million too. The problem is, I only made $200 million last year. Which statistic should I believe, or should I dismiss them all? This session will focus exclusively on gaining a better understanding of how, when, and where to attribute revenue gains.

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*Agenda subject to change

 



Exhibit/Sponsorship Opportunities: For more information, please contact our Sales Department by completing this form. You may also e-mail sales@searchenginestrategies.com or call 203-295-0052.

Registration Information: For questions regarding registration, please e-mail our Registration Department at registration@searchenginestrategies.com or call 212-457-7906.

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.

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

Past Toronto Events:
2007
2006