Sponsors & Exhibitors
Acquisio Indus Net Technologies WebCertain Efficient Frontier Direct Traffic SCL Analytics ADFERO DirectNews
Make Me Top PRWeb Jellyfish WebTrends Digital Clarity IAB Search Council Microsoft AdCenter
Platform-A

Sponsorship/Exhibiting Opportunities:
For more information, please contact our Sales Department. You may also e-mail sales@sesconference.com or call JoAnn Simonelli +1 646-755-7255.

Registration Information:
For questions regarding registration, please call +1 800-955-2719 or send an e-mail to registration@sesconference.com.

SES London Agenda - Day 3

Thursday, February 19, 2009
8:00am-4:00pm Registration
8:00am-9:00am Morning Coffee
9:00am-10:15am

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

Beyond Fundamentals Track Efficient Frontier
Balancing Paid & Organic Listings
If you get plenty of "free" listings, there's no need to go the paid route, right? Wrong -- what happens if a change in how search engines rank pages leaves you out of the top results? Well, if you buy your way in, there's no need to worry about the free results! Wrong again. Why not gain free traffic if you're relevant? This session explores issues like these and how to get the balance right between free and paid campaigns.


Issues & Tactics Track
Brand & Reputation Management
Can you use a competitor's trademark in your own search advertising? Or what if a competitor has an ad running on your trademarked brand name? Should you engage professional legal help or are there other options? What if bloggers are posting negative or false claims about your brands and these are spreading with viral speed through other blogs? Are there ways to get these damaging messages out of the search engines? This session will provide an exploration of these and other brand protection issues.


Improve Me Track
Ad Copy & Continuity Clinic
This clinic will examine actual ads and continuity offered up by volunteers from the audience, suggesting changes that may improve clickthrough and conversion.

  • Moderator:
    Anne Kennedy, SES Advisory Board, Managing Partner and Founder, Beyond Ink
  • Speakers:
    Kerstin Baker-Ash, Search Account Manager, i-level
    Ben Jesson, CEO & Co-founder, Conversion Rate Experts
10:15am-10:30am Session Interval
10:30am-11:45am

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

Beyond Fundamentals Track Efficient Frontier
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. 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. Toward the end of the session, volunteers from the audience will have their sites reviewed for search term research issues, if time allows.


Issues & Tactics Track
Social Media Optimization
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.


Improve Me Track
Landing Page Testing & Tuning
Getting someone to click on your search ad is only half the battle. Once visitors arrive, the landing pages you display to them are a crucial component in converting them into buyers. This session looks at ways to test and tweak your landing pages to get that conversion. NOTE: The session is designed for those who are already familiar with how paid placement works.

11:45am-12:45pm Lunch
12:45pm-2:00pm

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

Beyond Fundamentals Track Efficient Frontier
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, JavaScript, 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, as time allows. It's highly recommended for those new to search engine marketing to have previously attended the "Search Engine Friendly Design" session on Day 2.

  • Moderator:
    Anne Kennedy, SES Advisory Board, Managing Partner and Founder, Beyond Ink
  • Speakers:
    David Snyder, Co-Founder, Search & Social
    Alan Perkins, Founding Director, SilverDisc Limited
    Dean Chew, SEO Engineer, Ayima Search Marketing

Issues & Tactics Track
Duplicate Content & Multiple Site Issues
More and more site owners are concerned that they might get penalized accidentally or overtly because of duplicate content. If you run mirror sites, will search engines ban you? If you have listings that are similar in nature, is that an issue? What happens if you syndicate content through RSS and feeds? Will other sites be considered the "real" site and rob you of a rightful place in the search results? This session looks at the issues and explores solutions.


Improve Me Track
Search Advertising Clinic
This clinic will examine actual ads and landing pages offered up by volunteers from the audience, suggesting changes that may improve clickthrough and conversion.

  • Moderator:
    Mel Carson, adCenter Community Manager, Europe, Microsoft adCenter
  • Speakers:
    Jon Myers, Head of Search, MediaVest
    Andrew Goodman, Principal, Page Zero Media
2:00pm-2:15pm Session Interval
2:15pm-3:30pm

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

Beyond Fundamentals Track Efficient Frontier
Beyond Linkbait: Getting Authoritative Mentions Online
Link building is crucial, but linkbait tactics that worked this year may not be as effective next year. This session focuses on the underlying quality as well as ingenuity needed to get other websites to link to you early and often. It will also explain how you should approach journalists, bloggers and other authoritative sources to enhance your company's online reputation, whether or not you get links.


Issues & Tactics Track
Affiliate & Search Marketing Square Off
Join in on a no-holds-barred debate where performance marketing's top contenders square off. As SEM evolves, marketers find themselves competing head-on with affiliates. Marketers want more leads/sales, increased affiliate-generated leads/sales, and less cannibalization of search campaigns. How can this be achieved in a world filled with increasingly hostile rhetoric on both sides? Join a panel of experts as they break silence on taboo issues and work through the finer points. You'll walk away with fresh, new perspective and the ability to collaborate profitably.


Improve Me Track
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.

3:30pm-3:45pm Afternoon Break
3:45pm-5:00pm

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

Beyond Fundamentals Track Efficient Frontier
Dynamic Websites: Beyond the Basics
This session will cover all the SEO tactics possible for your dynamic site, including global site optimization tactics, page titles, metadata, page headings, content, keyword embedded URLs, page rank, sitemaps, feeds, and much more. But will this be enough? Is global site optimization enough to score a top ten ranking for a competitive term, or is something more specific required? What if you do all these things are in place and it's still not enough to get a listing into the top 50 much less the top 5? Learn about specific instances where everything was done right, and yet more work had to be done.


Issues & Tactics Track
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.


Improve Me Track
Local Search Marketing Tactics
This session looks at ways search marketers are tapping into an audience using local search engines, online yellow pages and other local search methods.

  • Moderator:
    Jon Myers, Head of Search, MediaVest
  • Speakers:
    Michael Boland, Senior Analyst, The Kelsey Group
    Kristoffer Ewald, VP of Analytics, Guava
    David Ingram, Co-founder and CEO, Brownbook.net
SES Magazine
View this issue:
SES Magazine London 2009
London 2009
Who should attend?
Marketing Team:
Marketing Manager/Director
Supervisor
Creative Director
E-Commerce Manager
Brand Manager
Director, Business Analytics
Media Buyer
Media Planner
SEO Specialist/Consultant
PPC Analyst
Junior Account Manager
Associate/Assistant
C-Level:
Chief Marketing Officer (CMO)
Chief Executive Officer/President
Chief Technology Officer (CTO)
Managing Director (MD)
Senior Vice President (SVP)
Vice President (VP)
IT/Web:
Executive Director, IT
Webmaster
Web Developer
Web Designer
IT Project Manager
Association Sponsors
Sempo
BIMA
Internet Advertising Bureau
Official Media Partners
mad.co.uk
Precision Marketing
New Media Age
Media Partners
Information Management Solutions
Online Information 2008
Jobs in Search
UTalkMarketing
WebmasterRadio.FM
In Association with
Search Engine Watch
ClickZ

News Distribution
PRWeb

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

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