English | En Español | Em Português
June 18 – 19, 2007 • Intercontinental Hotel • Miami, FL    

Agenda – Day 2

Agenda – Tuesday, June 19, 2007
Day 2 – Conference

Exhibit Hall Hours: 10:30am – 3:30pm

8:00am – 3:30pm Registration
8:00am – 9:00am Morning Coffee
9:00am – 10:30am

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

Fundamentals Track
Competitive Research
Search engines can tell you a lot about your competition, if you know what to look for. Have you researched if they are already targeting U.S. Hispanics and/or Latin America? Learn how to use search engines to profile your competition, helping you understand what links to gain, ad prices to pay, content to offer and customers to seek.


Landscape & Tactics Track
Translate Or Create: Strategies For Those With English-Language Sites
So you want to target Hispanics and Latin Americans but have no content. Do you just translate everything and hope for the best? Does it make more sense to create a new site from scratch? Can you do a mixture? Join us to look at strategies and case studies of what others have done.

10:30am - 11:00am Morning Coffee Break in Exhibit Hall
11:00am – 12:30pm

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

Fundamentals Track
Link Building
Effective linking is crucial, but linking strategies that work in the U.S. may not work in Latin America. This session will explore issues such as whether you should buy, sell, barter or trade links. How far is too far in optimizing your internal link structure, and if you operate a network of sites, can natural interlinking be perceived as link spam.


Landscape & Tactics Track
Multi-Country and Multi-Lingual Website Optimization
Planning or re-designing a website that covers U.S. Hispanic, Latin America and/or other countries throughout the world requires different strategies than doing SEO for a single-country. What domain issues do you need to be aware of? Should you have a domain for each country you are targeting? Should you have a standalone subdomain of your .com site, like spanish.oursite.com? The fact is that if your users search for a word with an accent mark and without it, you will get similar but different results. Should you optimize for correct grammar or a high traffic volume? What translation issues could you encounter? What about cultural issues, slang and jargon? Get tips from experts and advice on how to proceed in an efficient and effective manner.

12:30pm – 1:45pm Networking Lunch/Visit the Expo Hall
1:45pm – 3:00pm

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

Fundamentals Track
Converting Visitors Into Buyers
Getting visitors to your web site is only half the battle. To be victorious, you need them to convert into customers by making purchases, signing up for services or fulfilling whatever your goals are. What extra steps must be taken with Spanish buyers or in Latin America? Learn about making this conversion. The latter part of the session takes volunteers from the audience and examines their web sites live to provide general feedback about changing them to improve visitor conversion.


Landscape & Tactics Track
Targeting Spanish/Portuguese Search Ads By Demographics & Behavior
Attracting Latinos requires an in-depth knowledge about specific demographic behavior and culture. Search profiling makes it possible to target searchers with ads long after they've done a particular search. There are 3 primary languages spoken among U.S. Hispanics and Latin Americans and 25 countries of origin. In some cases, there are with different values, customs, behaviors, and attitudes to consider. This session will serve as a valuable guide to making your Search Ads more effective.

3:00pm – 3:30pm Afternoon Break in the Expo Hall
3:30pm – 4:45pm

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

Fundamentals Track
Web Analytics & Measuring Success Overview
How do you know if you've been successful with search engines? You can check your "rank" at search engines for particular keywords, analyze log files to see the actual terms people used to reach your web site or make the ultimate jump and "close the loop" by measuring sales conversions and return-on-investment (ROI). This panel explores ways to measure success and what statistics you should really care about.


Landscape & Tactics Track
Search Marketing With Latinos: Roundtable
What special issues do Latino search marketers face? Is there a "search marketing community" and are there "search marketing organizations" already out there? How far along typically are U.S. Hispanic and Latin American companies in SEM strategy? Join us as our roundtable of experts sound off on a range of specific search marketing topics, including language and vernacular issues, culture, audience size, search engine and browser defaults, user behavior and demographics, and hot verticals. Bring your questions and comments for the Q&A!



For more information regarding exhibit space or sponsorship opportunities contact our Sales Department by completing this form or call Frank Fazio at 203–295–0052.

For registration help or information, please email our Registration Department at registration@incisivemedia.com or call 203–295–0050.

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.

Event Information

Your Host:
Nacho Hernandez

Nacho Hernandez

Search Engine Strategies Latino is chaired and programmed by the recognized authority on search and Hispanic search engine marketing, Nacho Hernandez. Since 2000, Nacho has been helping businesses, marketers, webmasters and everyday Web users understand how search engines work and how to profit from them. Nacho is the founder and CEO of iHispanic Marketing Group, a leading consulting firm for search marketing and internet strategy for the worldwide Hispanic markets.

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

Organizations that have sent delegates to previous SES events:
American Liberty Financial
Babyuniverse, Inc.
Berrojo & Associates
Blue Equity/Enlace Spanish YP
Blue Lithium
Casa Editorial El Tiempo
Channel Intelligence
Comunicacion Mercadotecnia
Consorte Media, Inc.
Cooper DBD
Correo Direct
Cybercis Corporation
D&E Pharmaceuticals, Inc.
Delfin Project, Inc.
US Department of Commerce
Discovery Nets Latin America
Dish Network
Ernst & Young
Florida Keys Info-Net
Floridaview Media LLC
Future Now
Grantastic Designs
Grupo Dolphin Discovery
Hispanic Pr Monitor
Hispanica Magazine
Hispanos Unidos
Iowa City Press Citizen
La Nacion
LatinVision Media
Lexis Nexis
Mediacontacts Brazil
Nortel Networks
Penske Truck Leasing
Time Inc.
USA Today
Wells Fargo Financial