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SES San Jose 2009 Agenda - Conference Day 3

August 13 - Thursday, Day 3
8:00am-4:00pm Registration
8:00am-9:00am Morning Coffee

Morning Keynote
How to Prepare for the Future of Search

  • Keynote Speaker:
    Charlene Li, Co-Author, Groundswell, Founder, Altimeter Group
10:00am-10:30am Coffee Break

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

Organic Track
SEO Through Blogs & Feeds
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.

  • Moderator:
    Joshua Palau, VP, Search, Razorfish

Advanced PPC Track
Advanced Paid Search Techniques
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.

  • Moderator:
    Chris Boggs, Founder, Web Traffic Advisors
  • Speakers:
    Thomas Bindl, Founder & CEO, Refined Labs GmbH
    Bill Lan, Vice President of Account Development, Efficient Frontier
    Andrew Goodman, ClickZ Live Advisor & President, Page Zero Media
    Sage Lewis, President, SageRock.com
    Ari Levenfeld, Manager Client Services, Ask Sponsored Listings

Organizational Track
Electronic Contacts and the Long Arm of the Law
Marketing and selling products and services over the internet requires a website, and little else. However, the ease of e-commerce over brick-and-mortar business does not preclude the legal requirements that are unique to internet businesses situated anywhere in the world. Even offshore internet businesses can be held accountable under a variety of US federal and state laws concerning gambling. For example, New York's "long-arm statute" can be used against an internet business that may have even very limited contacts in that jurisdiction. Courts interpret communications and transactions to be sufficient using very little cause; and so a defendant company cannot even move for dismissal on a lack of personal jurisdiction in any number of courts throughout the US. This discussion will highlight these and other little known facts that can entrap an otherwise successful internet business.

  • Moderator:
    Anne F. Kennedy, President, Author and International Speaker, Outlines Venture Group
  • Speakers:
    Robert Friedman, Partner, Kelley Drye & Warren
    Mark Rosenberg, Of Counsel, Sills Cummis & Gross P.C.

Geek Speak Track
Ads in a Quality Score World
More and more, ranking well in paid search listings is less and 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.

  • Moderator:
    Mike Grehan, CMO & Managing Director, Acronym
  • Speakers:
    Tomaso Pozzi, Product Manager, Core Model & Optimization, Yahoo! Search Marketing
    Ken Miller, CEO, Anchor Intelligence
    Jonathan Alferness, Group Product Manager, Google
    Tom Cuthbert, President & Founder, Click Forensics

Clinics Track
Extreme Makeover: Live 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.

  • Moderator:
    Elisabeth Osmeloski, Director of Online Media, Adventures in Search
  • Speakers:
    Tiffany Lane, Search Quality Team, Google
    Greg Boser, President, WebGuerrilla LLC
    Matt Cutts, Software Engineer Guru, Google Inc.

11:45am-12:45pm Networking Lunch

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

Organic Track
News Search SEO
News search engines offer a great way to receive targeted traffic related to breaking topics or to help with a public relations launch. In this session, we look at how to make use of press releases and news content to tap into the power of news search.

  • Moderator:
    Mark Jackson, SEW Expert & President/CEO, VIZION Interactive
  • Speakers:
    Dana Todd, CMO, Aftermath
    Allison Fabella, Global Director, SEO, CareerBuilder
    Greg Jarboe, President & Co-founder, SEO-PR
    Lisa Buyer, President & CEO, The Buyer Group
    David Radicke, Consultant, SEO, SEM, Web Analytics, Radicke eCommerce
    Maile Ohye, Developer Programs Tech Lead, Google

Advanced PPC Track
The New Search ROI: Measuring More than Conversion
Search marketing has a great advantage over other forms of marketing: It is extremely measurable and actionable. Advertisers have access to detailed click and conversion data about their campaigns, so they know which keywords are leading to the most sales. But smart search marketers today realize it's not enough to simply measure conversion to get an accurate picture of the overall ROI of their paid search programs.

Internet sales typically account for 5 to 20 percent of a company's revenue (depending on the industry), but influence as much as 40 percent of sales. Therefore, measuring paid search ROI in relation to only online transactions significantly underreports SEM's overall contribution to company revenue. Also, remember that paid search conversions are influenced by more than just the last click; many times a conversion happens a few hours, days, or weeks after a series of clicks and searches.

This practical and informative session will focus on best practices and practical techniques that marketers can use to get started with "multi-conversion" measurement. Marketers will walk away with actionable strategies for using industry-tested approaches that can help them effectively analyze key performance metrics of their campaigns — whether a click results in a purchase online, a purchase offline, a call to a call center, or another conversion metric. You'll learn how to use freely available techniques to make sure you're measuring the real effectiveness of every click, to make better, more accurate keyword buying decisions, and more accurately gauge the real ROI of search programs.

  • Moderator:
    Jeff Ferguson, CEO, Fang Digital
  • Speakers:
    Thomas Bindl, Founder & CEO, Refined Labs GmbH
    James Colborn, Director, Targeting & Exchange, Microsoft Advertising
    Aiko Yoshikawa, Sr. Product Manager, Convergence, Yahoo! Advertising Products Group
    Leigh McMillan, Senior Vice President & General Manager, Marchex Call Analytics
    Niraj Shah, General Manager, Professional Edition, Marin Software

Organizational Track
Brand, Trademark & Reputation Management
Now that Google has lifted the ban on trademark terms in search ads, should we expect an immediate influx of brand names in Google keyword ads? Should 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? Is it worth engaging 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.

  • Moderator:
    Sage Lewis, President, SageRock.com
  • Speakers:
    Lori Weiman, CEO, The Search Monitor
    Brian Kaminski, Chief Operating Officer, iProspect
    Simon Heseltine, Senior Director of Audience Development, AOL Inc.
    Paul Elliott, Partner, Rosetta
    Mark Rosenberg, Of Counsel, Sills Cummis & Gross P.C.

Geek Speak Track
Follow the Carrot: Cool Mobile Apps
User migration to a mobile environment is driven not only by information and communications requirements, but also a host of applications that are useful, quirky, or just plain fun. App developers and experts explain how these apps hook users, demonstrate their rapid growth trajectory, and explore what might be in store for the future.

  • Moderator:
    Michael Boland, Analyst, The Kelsey Group
  • Speaker:
    Cindy Krum, Founder & CEO, MobileMoxie
    Rachel Pasqua, VP, Mobile, iCrossing
    Min Chan, Director and GM of Mobile Products, AT&T Interactive
    Matthew Snyder, CEO, ADOBJECTS INC
    Tami Zhu, Vice President, Strategy & Business Development, Dictionary.com

Clinics Track
Extreme Makeover: Live Twitter & Blogging Clinic
This interactive session takes volunteers from the audience and examines their websites live to provide general feedback about improving their usage of Twitter and Blogging.

  • Moderator:
    Rebecca Lieb, Search Authority and Author, The Truth About Search Engine Optimization

2:00pm-2:15pm Session Interval

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

Organic Track
Advanced SEO Roundtable: What is it Really? And Where is it Going?
It's been said that you stand a better chance of getting two SEOs to share a toothbrush than to agree on a common definition. If that's so, what really qualifies someone as an advanced SEO expert and how should "the next level" of SEO be defined? Don't miss what is sure to be a spirited debate as we try to separate "the art" from "the science" and figure out what actually constitutes an Advanced SEO.

  • Moderator:
    Richard Zwicky, Chairman, BlueGlass

Advanced PPC Track
Advanced Keyword Research
Mark Twain famously said that the difference between the right word and the almost right word is the difference between lightning and a lightning bug. When it comes to effective keyword research, nothing could be more true. Carefully tailored keyword research not only helps determine the success or failure of your entire search marketing campaign, but it can also provide a way of better understanding your visitors and their intentions. Join us for an in-depth discussion as we move beyond the basic keyword research tools to zero in on advanced tips and techniques for taking your SEO or PPC campaign to the next stage.

  • Moderator:
    Anne F. Kennedy, President, Author and International Speaker, Outlines Venture Group

Organizational Track
Independent SEM/SEOs: Issues & Answers
While building their businesses, many SEMs and SEOs fly by the seat of their pants. While many issues they deal with are identical to any other type of business, there are issues unique to running/growing a search business. For instance, many small to medium sized independent SEO and SEM agencies may not be able to get the errors and omissions insurance offered to larger agencies. Is your business protected against significant Google overspends? And how has the current economic climate affected smaller agencies? How have the valuations of independent SEM/SEOs been impacted? And what about competitive positioning - how can you enhance your company's value for a transaction in 2009? Hear the answers to these questions and more from our panel of experts.

  • Moderator:
    David Hoffman, Founder, Search Smart Marketing
  • Speakers:
    Kathleen Fealy, President / Web Strategist Consultant / Certified Usability Analyst, KF Multimedia & Web, Inc.
    Frank Watson, CEO, Kangamurra Media
    Heather Rogers-Symon, Asst Director Business Development, HUB International, Northeast
    Yuval Marcus, Partner, Leason Ellis LLP
    Paul Forster, CEO, Indeed

Geek Speak Track
Images & Search Engines: Getting the Full Picture
It's been said that a picture can be worth a thousand clicks. If your website has a lot of product images or contains many images as part of the design, you can't afford to miss this session. Join us as we explore enhanced image search along with image links, geo-tags, accessibility issues, alt attributes, surrounding text, filtering concerns, file sizes, image-specific search engines and a host of other important considerations for capturing targeted traffic.

  • Moderator:
    Brian Ussery, SEO Consultant, BEUssery LLC
  • Speakers:
    R.J. Pittman, Director of Product Management, Google
    Liana Evans, Author and Co-Founder & CEO, LiBeck Integrated Marketing
    Eric Enge, CEO, Stone Temple Consulting
    Todd Schwartz, Group Product Manager, Bing

Clinics Track
Extreme Makeover: Live Landing Page Clinic
This interactive session takes volunteers from the audience and examines their websites live to provide general feedback about improving their landing pages.

  • Moderator:
    Heather Lutze, CEO & Co-founder, Findability Group

3:30pm-3:45pm Session Interval

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

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

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.

  • Moderator:
    Stewart Quealy, SES Advisory Board & VP, Content Development, SES Conference & Expo
  • Speakers:
    Sally Falkow, President, PRESSfeed
    Gary Stein, Director of Strategy, Ammo Marketing
    Brian Lewis, CEO, Solutions-insight Interactive

Advanced PPC Track
Brainstorming the Paid Search Super Tool
The competition is fierce in paid search! From small in-house accounts to ones with millions of keywords, it's the new advances in SEM technology that might just make the difference between success and failure. Are there tools you could be using right now to help double your conversions, lower your costs, or save your team hours of time every week? At this panel, top paid search tool vendors will showcase their latest features in bid management, campaign workflow efficiencies, and reveal what the future holds for the industry. As well, the audience will be asked to brainstorm what the "paid search super tool" should include and create a wish list recommendation to tool providers.

  • Moderator:
    Joshua Dreller, VP of Search, Fuor Digital
  • Speakers:
    Larry Kim, Founder & CTO, WordStream, Inc.
    Eduardo Llach, CMO & Co-founder, SearchRev
    Chris Zaharias, Chief Revenue Officer, Triggit
    Wister Walcott, Co-founder & VP of Products, Marin Software

Organizational Track
In-House SEO: Structuring the Organization for Success
Managing SEO in-house at mid- to large-sized organizations can pose many challenges. Once the company decides to start SEO in-house, what's next? In this session you'll learn what you'll need to do in order to manage a successful in-house SEO program that runs smoothly and successfully. There are many groups involved in SEO besides the subject matter experts and if you are responsible for SEO, you need to learn and implement these tactics that will increase the productivity and reduce the frustrations you face on a regular basis.

Come and see marketers deliver the keys to success in building well-integrated search marketing programs that thrive on support from all levels of the company.

  • Moderator:
    Chris Boggs, Founder, Web Traffic Advisors
  • Speakers:
    Melanie Mitchell, SVP, Search Strategy, Digitas
    Jessica Bowman, CEO, SEOinhouse.com
    Laura Lippay, CEO, SEO Gadget US

Geek Speak Track
Search Becomes the Display OS
"The increasing marginal returns of search advertising are now doing more than taking market share from display advertising, they are en route to becoming display advertising's operating principle." —Scott Rafer, CEO Lookery

Search advertising, the onetime bastard stepchild of internet marketing which only five years ago barely existed, is now poised to double the spend of display advertising in 2009 (eMarketer). With the continued decline in Display performance, some people believe the only thing that will save Display advertising is making it more like Search. This session explores these leading edge ideas, technology and provides some early case studies the effectiveness of making Search the Operating System for Display. We will provide case study examples of the above and the amazing results achieved and ads that are not only search applications themselves but that can be purchased and targeted based on the keyword.

  • Moderator:
    Mike Grehan, CMO & Managing Director, Acronym
  • Speakers:
    Jonathan Mendez, Founder & CEO, Yieldbot
    Rajas Moonka, Group Business Product Manager, Google Inc.
    Scott Rafer, CEO, Lookery
    Josh Jacobs, Vice President and General Manager, Advertising Technology, Yahoo! Inc.

Clinics Track
Extreme Makeover Live! Why Am I Not Making Enough Sales?
There are many companies out there for which traffic is not a problem. Are you one of those companies that gets plenty of visitors but only about 2% of those that visit convert into a sale or a lead? This interactive session takes volunteers from the audience and examines their websites live to show you why you aren't making enough sales. Do you know the main issues holding your website from converting visitors? Our panel of experts will make sure you walk away from this session with a great deal more insight about the factors that cause your website to act like a leaky bucket and what to do about them.

  • Moderator:
    Amanda Watlington, Owner, Searching for Profit
  • Speakers:
    Brendan Regan, Persuasion Analyst, FutureNow, Inc.
    Darrell Benatar, Co-Founder, UserTesting.com
    Daron Babin, CEO, Webmaster Radio

SES Magazine
View latest issue:
SES Magazine August 2009 - San Jose Guide
San Jose Guide
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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.

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