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SES San Francisco 2010 Agenda - Conference Day 1

Tuesday, August 17
8:00am-6:15pm Registration
8:30am-9:30pm Morning Coffee
9:30-10:45am

BlueGlass
SES Keynote: Jeffrey Hayzlett

Conference Welcome & Morning Keynote

  • Keynote Speaker:
    Jeffrey W. Hayzlett, Best-selling Author, Business Change Agent & Marketing Expert, Hayzlett.com
10:45-11:30am Grand Opening of the Expo Hall (open 10:00-7:15pm)
11:30-12:30pm

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

Track 1
Introduction to Search Engine Marketing
This session will provide a clear and concise overview of the key concepts involved in search engine marketing. Who are the major search engines, and how can you best optimize them to gain "natural" or "organic" traffic without cost? Learn how to achieve top ranking or placement by utilizing search engine advertising opportunities. This is a must-attend basic session for anyone new to Search Engine Strategies events.

  • Introduction by:
    Bryan Eisenberg, NYTimes Bestselling Author, bryaneisenberg.com
  • Solo Presentation by:
    Dr. Ralph Wilson, Founder and Editor-in-Chief, Web Marketing Today®

Covario

Sponsored Session
How Large Advertisers are Accelerating their SEO with Social Media
In recent months, Google made changes to their search results page. Bing has done the same. With new time-delimited filters - most notably the "Latest" link - SEO is no longer just about crawl-ability, content and links, but also integration with social media platforms to present "recency."

This session will address how large advertisers, internal SEO teams and agencies will need to adapt from a process, technology, metrics, and content-development standpoint. Two leading Fortune 500 brands will discuss their plans to integrate SEO and social media to take advantage of this opportunity.

  • Moderator:
    Arnel Leyva, Director, Product Marketing, Covario
  • Speaker:
    Jeff MacGurn, Senior Manager, SEO Services, Covario
    Doug Loots, Online Marketing Manager, Wells Fargo


Track 3
Introduction to Analytics
Cut to the chase! Use analytics tools to get the specific answers you need about your search marketing campaign's economic performance, your users' on-site behaviors, and how to look for major red flags in traffic patterns. This slate of experts will keep you focused rather than poring through hundreds of pages of meaningless statistics.

  • Introduction by:
    Noran El-Shinnawy, Director of Marketing, Onestop
  • Solo presentation by:
    Tami Dalley, Sr. Director, Analytics and Insight, Salesforce Marketing Cloud

Track 4
Search: Where to Next?
It's been said that the best way to predict the future is to invent it. And almost everyone likes to speculate about the future. When it comes to search marketing, none are better at it than our veteran panel of industry insiders. Join us for an illuminating discussion as we peek into the next generation of digital marketing and predict what search might look like in the following five to ten years. What should be on your search radar for 2010 and beyond? Does the key to the future of search lie in personalization? Do social networks herald the end of search? Certain industry pundits have even been heard to say that SEO is dead. The future is coming. Are you ready for it?

  • Moderator:
    Graham Mudd, Vice President, Search & Media, comScore, Inc.
  • Speakers:
    Brian Kaminski, Chief Operating Officer, iProspect
    Marc Poirier, Co-Founder & CMO, Acquisio
    Shashi Seth, Senior Vice President, Search Products, Yahoo!

SEW Labs
PPC Lab Primer
Paid search, often referred to as pay-per-click (PPC), or cost-per-click (CPC), remains one of the quickest ways to drive traffic to new content and ensure your text ads reach the right audience. It's effective too because your business only pays for the clicks that your ads receive.

What are some of the pitfalls to avoid? How can you make your dollars go further?

In this session, we¹ll discuss the nuances of how pay-per-click (PPC) actually works and give you the necessary knowledge to set up, monitor and continuously improve your campaigns. Effective keyword research, copywriting tips, landing page creation, geo-targeting, ad networks, budgeting for paid search, and the basics of bidding and campaign management are all part of the discussion.

This 'Primer' session will help you understand how the bid management engines work and how to structure campaigns to maximize your ROI. Complementing the PPC Lab Primer will be the PPC Lab, where we will be executing the theory on your own paid search accounts. If you want to see improvements, it's time to be daring so grab an 'egghead' and give us permission to publicly dissect the inner working of your campaigns, from bidding to conversion.

  • SEW Labs Chief Egghead:
    Jonathan Allen, Director, Search Engine Watch
  • Speaker:
    Kevin Lee, Founder & CEO, Didit

12:30-1:30pm Networking Lunch in the Expo Hall
1:30-2:30pm

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

Track 1
Successful Information Architecture
Information architecture is the core ingredient to getting the most out of your website. Mix into the batch; content, navigation, design, technical development, and SEO and you should end up with a spectacular dish. However, more often than not, priorities are not defined appropriately, leading to poor results. This session will focus on how to organize, prioritize, and optimize each ingredient to get the best outcome for your website. Includes tools and techniques to help.

  • Moderator:
    Bill Hunt, President, Back Azimuth Consulting
  • Speakers:
    Shari Thurow, Founder & SEO Director, Omni Marketing Interactive
    Eleanor Hong, Lead Editor, SEO, ABCNews.com

Track 2
Digital Asset Optimization
Search result multiplicity is not a new phenomenon, but recent advancements guarantee that the world of search and marketing will be changing forever. How do the new "blended" search results pages affect your marketing strategy? Do these changes mean that the major search engines are eager to keep the "second click" on web properties owned by themselves? How popular are the new blended search results with users?

  • Moderator:
    Anne F. Kennedy, President, Author and International Speaker, Outlines Venture Group
  • Speakers:
    Josh Cobb, Sr. Director, Americas | Business Development & Partnerships Group, Yahoo!
    Kristjan Mar Hauksson, COO, SMFB Engine
    Chris Boggs, Founder, Web Traffic Advisors

Track 3
Meaningful SEO Metrics: Going Beyond the Numbers
As knowledge of SEO practices moves from the offices of the optimizers to the board room, the standard metrics used by the practitioners of this former dark art are straining under the weight of the all powerful bottom line. The days when upper management was impressed by subtle changes in Page Rank have been replaced by questions of LTV and ROI. As more resources are being dedicated to creating the perfectly optimized and keyword rich landing page, C-level executives are demanding proof of the return they are receiving from these resources. This panel will discuss a myriad of ways to move beyond Page Rank, indexed pages or linked sites and into metrics that can make you a hero and, better still, get your budget increased to a respectable level.

  • Moderator:
    John Marshall, SES Advisory Board & CTO, Market Motive
  • Speakers:
    Richard Zwicky, Chairman, BlueGlass
    Ray "Catfish" Comstock, Director of SEO, BusinessOnLine
    Jon Glick, VP of SEO and GM European Web Properties, Become.com

Track 4
Introduction to Information Retrieval on the Web
This session could well be entitled "How Search Engines Work" as it delves into the methods used by crawler based search engines such as Google. Understanding how search engines gather information from billions of documents and index them is essential knowledge for search engine marketers. And having a much better understanding of how hyperlink based ranking algorithms such as Google's PageRank works, goes a long way towards helping you develop a solid linking strategy.

  • Find out how search engine crawlers work.
  • Find out how keywords are weighted and indexed
  • Find out how hyperlink based ranking algorithms work
  • Find out how end user behavior can affect ranking
  • Find out how to future proof your search marketing strategy in a new decade of search


And it's all broken down into simple-to-understand terms and analogies.

  • Introduction by:
    Tracy Falke, Director of Content, Search, Social Media & Emerging Technology, Powershift Media Group
  • Solo presentation by:
    Mike Grehan, CMO & Managing Director, Acronym

SEW Labs
SEO Lab Primer
Search Engine Optimization (SEO) describes a multitude of activities that you can perform to boost the level of targeted visitors who reach your website via search engines.

Why do some sites rise to the top of a search engine results pages (SERPS)? It's a complex problem that is difficult to even start thinking about.

In this session, we'll discuss fundamental principles and ways to look at your website from a search engines point of view. We'll also share tips to help you better understand your audience, and will finally brainstorm ways that you can marry these two perspectives together to gain increased "natural" or "organic" traffic.

This 'Primer' session will help you understand what the search engines are looking for and, in particular, how the principle of building your site for your customers is rewarded by the search engines. In clear, non-technical language, you'll learn about topics such as keyword analysis, link development, page design, duplicate content, and have some building blocks to continually improve your strategy. Complementing the SEO Lab Primer, will be the SEO Lab, where we will look at executing some of the theory directly on *your* website. You have to be in it, to win it, so drop us your business card or grab one of our 'eggheads' at the SEO Lab Primer to queue up your site for work in the labs.

  • SEW Labs Chief Egghead:
    Jonathan Allen, Director, Search Engine Watch
  • Speaker:
    Rand Fishkin, CEO, SEOmoz.org

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

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

Track 1
Link Building Basics
Discover how search engines rely on link analysis as an important component for ranking web pages. You will also learn how to increase traffic to your site by building quality links in an appropriate manner.

  • Moderator:
    Bill Hunt, President, Back Azimuth Consulting
  • Speakers:
    Christoph Cemper, Managing Director, Cemper.com
    Debra Mastaler, President, Alliance-Link
    Richard Stokes, Founder & CEO, AdGooroo

Track 2
Content Marketing Optimization
The core of any search or social media marketing program centers on content. Digital assets, rich media, web pages, MS Office and PDF docs as well as content created and shared by consumers all offer opportunities for optimization. If it can be searched, it can be optimized!

Online marketing is increasingly competitive and brand marketers world-wide are seeking real advantages that will improve the efficiency and impact of their Social Media and SEO efforts. This session provides unique insight into content based optimization strategies and processes as well as tactics for sourcing, creation and promotion of optimized content on the social web.

  • Introduction by:
    Heather Lloyd-Martin, CEO, SuccessWorks
  • Solo presentation by:
    Lee Odden, CEO, TopRank Online Marketing

Track 3
Deep Dive Into Analytics: When Bounce Rate No Longer Floats Your Boat
Once you have the fundamentals of Web Analytics under control it's time to take the next step into Deep Dive Analytics. It's all about answering specific business questions using your web analytics data to drive tactical and strategic decision making. This session will provide you with all of the essentials to get down and dirty with your data.

  • Moderator:
    Bryan Eisenberg, NYTimes Bestselling Author, bryaneisenberg.com
  • Speakers:
    Tami Dalley, Sr. Director, Analytics and Insight, Salesforce Marketing Cloud
    Marty Weintraub, Founder & Evangelist, aimClear
    Matthew Bailey, President, Site Logic Marketing


Wpromote, Inc.

Sponsored Session
10 Things To Supercharge Your SEM Campaigns
From PPC to organic SEO, social media to landing page testing and optimization, this session is designed to give users - from beginners to experts - real, actionable tips, strategies and secrets to get more out of your online marketing efforts Learn how to obtain free leads from Facebook, grow your PPC results without spending a dollar more, and how to boost your conversion rates of forms and carts with changes that take just minutes. Filled with real-life examples, case studies and statistics, this can't miss session promises to inform and entertain, and is brought to you by the #1 Ranked SEM Firm Worldwide as ranked by TopSEOs.com.

  • Speakers:
    Michael Mothner, Founder & CEO, Wpromote Inc.
    Michael Stone, Vice President, Sales & Strategy, Wpromote Inc.


SEW Labs
PPC Lab (2 Hours, 3:00-5:15pm)
SEW labs is a new format session for SES. Expanding on the popular site clinic approach which featured live web site audits from leading experts it becomes more of a peer-group learning experience.

Each lab session is preceded by a primer session to ready attendees for the main event. The audience will participate with industry experts and search engine representatives in analyzing and auditing attendee web sites. Think "crowd-sourcing consultancy" sessions in a live classroom environment.

Director of Search Engine Watch, Jonathan Allen will mix with the audience during each session and oversee the deconstruction and reconstruction of web sites for optimal performance in SEO, PPC, Video and local search using real time examples.

  • SEW Labs Chief Egghead:
    Jonathan Allen, Director, Search Engine Watch
  • Speakers:
    Christine Churchill, President, KeyRelevance
    David Roth, Director of Search Marketing, Yahoo!, Inc.

4:00-4:15pm Session Interval
4:15-5:15pm

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

Track 1
Developing Great Content
Without meaningful content and compelling copy, your website is not grabbing the attention it deserves. In this session, we'll explore a diverse range of Web content development strategies along with innovative techniques for dramatically boosting the visibility and interactive appeal of your site. From SEO copywriting tips that encourage consumers to click to persuasive design strategies that turn browsers into buyers, it's all about improving the end user's experience through superior content.

  • Moderator:
    Greg Jarboe, President & Co-founder, SEO-PR
  • Speakers:
    Wendi Sturgis, VP, N. America BD and Partnership Group, Yahoo!
    Heather Lloyd-Martin, CEO, SuccessWorks
    Rand Fishkin, CEO, SEOmoz.org
    Michael DeHaven, Sr Product Manager, SEO, Bazaarvoice

Track 2
Introduction to Remarketing
Research shows that as many as 90% of the people who visit a website leave without completing any action that online marketers intend them to take, such as making a purchase. A devastating statistic like this should propel marketers to find more effective techniques for communicating with their customers online. It's shocking that despite this knowledge, Remarketing remains the most underutilized online marketing technology (source: Survey by Advertise.com and SEMPO Dec. 2009).

Remarketing, also known as retargeting, is a technology that allows marketers to show their ads to former site visitors while they surf elsewhere on the web. Sounds very simple, however a lack of awareness around the technology has ruffled some feathers in the industry.

In this session industry experts will share their experiences with Remarketing and the impact it has had on advertisers' overall ROI. The panelists will also address the lack of awareness and the issues that have arisen surrounding Remarketing as a result.

  • Moderator:
    Matt McGowan, Advisor, Incisive Media
  • Speakers:
    Daniel Yomtobian, CEO and Founder, Advertise.com
    Rob , CEO, XA.net
    Kevin Lee, Founder & CEO, Didit
    Aitan Weinberg, Senior Product Manager, Google Inc.

Track 3
21 Secrets to Top Converting Websites
The average conversion rate for a website is around 3%, but many websites convert at 10% or higher. What do they do that you may not be doing? Bryan Eisenberg, who has been helping companies improve their conversion rates since 1998 will reveal 21 of his most valuable tips that will help you increase your conversion rate. In this fast paced session you'll find relevant examples from retail sites, B2B sites, publishers and everything in between. You'll learn the key principle of GTC - Get the Cash! You'll never be able to look at a website the same way again.

  • Introduction by:
    Anne F. Kennedy, President, Author and International Speaker, Outlines Venture Group
  • Solo presentation by:
    Bryan Eisenberg, NYTimes Bestselling Author, bryaneisenberg.com

Track 4
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:
    Craig Macdonald, Senior Vice President and Chief Marketing Officer, Covario
  • Speakers:
    Sally Falkow, President, PRESSfeed
    Lee Odden, CEO, TopRank Online Marketing

SEW Labs
PPC Lab (2 Hours, 3:00-5:15pm)
Details above


5:15-7:15pm Yahoo! Search and BingNetworking Cocktail Reception in the Expo Hall
6:30-9:30pm Madison LogicMadison Logic Showdown
7:00pm-late DapperThe Quants Strike Back

SES Magazine
View latest issue:
SES Magazine October 2011 - Chicago Guide
Chicago Guide 2011
Who should attend?
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E-Commerce Manager
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C-Level:
Chief Marketing Officer (CMO)
Chief Executive Officer/President
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Managing Director (MD)
Senior Vice President (SVP)
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eec
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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.