SES Conference schedule
Tuesday 16th August 2011
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Introduction to Search Engine Marketing
by Ralph Wilson
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.
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Conversion Triggers - Persuasion Strategies for Digital Marketers
Are you an aficionado OF or a slave TO conversion?
Numbers and letters... the war online is won or lost in the subtleties of A/B testing and conversion optimization (the metrics) and getting into the psyche of your prospect (the words). Are you world-class at both disciplines?
Before you optimize conversions, you must begin with a solid foundation of structured and persuasive copy writing, as it is the penultimate driver of profitability for online marketing.
Getting into the psyche of your customer, learning to speak powerfully to their mind state, using words and pictures to grab them, pull them in, show them the benefits of your offer... the artful use of copy and imagery can mean the difference in struggling to pay rent on your fleabag flat or jetting to the vineyards in your private plane for the weekend.
Take a dip into the world of marketing psychology: persuasion, influence, enchantment, fascination, semiotics, triggers, emotion... It's a rich field and applicable to everyone marketing online whether you are writing emails, doing PPC, creating affiliate links, authoring blog posts, Tweeting, selling via webinars or creating product differentiation on your website. Persuasion is ubiquitous and getting good at it can give you the conversion boost you need to be insanely profitable.
Susan Bratton will share with you insider secrets from the famous guests on her DishyMix show from Sally Hogshead, Robert Cialdini, Guy Kawasaki, Eben Pagan, J. Duncan Perry, Bryan Eisenberg and Joseph Carrabis - all world-class persuasion experts. And you'll discover the 4 things you must know about persuasion to make big money, the 7 deadly persuasion mistakes you are probably making right now.
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SpeedConnect
Don't miss this ALL NEW fun and fast-paced structured networking session where you will be presented with a unique opportunity to meet lots of new people relevant to your business in an innovative and comfortable environment. Simply come to your assigned 1-hour session within the agenda and let us do the rest! During the session you will move around in small groups, each participating in a series of quick meetings with key people who could potentially help you with your business needs. High energy will reign throughout this session and we guarantee that you will walk away with new friends and business relations. This will be one of the most valuable hours you spend at the conference. See you there!
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Bing: More Bang For The Click
by Dave Feldman and Duane Forrester
If you have a business and a desire to increase your online visibility, this session is for you. Come learn how you can expand your online footprint and reach more customers with Bing. We'll help you explore your goal of increasing web traffic overnight. We'll also help you understand your current place in Bing's index. Need beginner's advice? No problem! We even have a way you can put your business online without a website. Come explore Bing's webmaster and online-advertising features with us.
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Information Architecture for the Modern Website
by Shari Thurow
We all know how to develop sites to be search friendly but how do we architect sites for the rapidly evolving cross-media challenges of social media, real time and user generated content. Come learn how design and deploy a next generation site architecture that maximizes your chances of findability no matter where and how searchers look for you.
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Introduction to Analytics
by Thom Craver
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.
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Social Media Solutions on a Budget
by Jeffrey Harmon, Christopher Heine, Nathan Bransford and Greg Jarboe
Don't be frustrated by the overwhelming world of social media marketing! You don't have to be a Fortune 500 company to be social media relevant. Getting your company or organization started with social media doesn't have to be a pricey proposition. There is a wealth of great free to low cost tools and strategies that can have you up and running in no time. By leveraging these great resources you can use social media to drive new business, create awareness, and become engaged with your target audience. You'll learn how to:
- Take advantage of great free and low cost tools that cover managing conversations, measuring reach & engagement, and developing/publishing great content.
- Leverage lesser known social media channels to increase exposure and reach.
- Create great social media friendly content to build trust and authority inexpensively.
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The Tools of the Trade for PPC
by Kevin Lee, Tim Mayer, Thomas Bindl and Jeff Ferguson
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.
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Advanced Keyword Modeling
by Bill Hunt
Google Instant and Bing's intent-based results are creating a need for a new generation of keyword research, expansion and modeling techniques. This session will guide you through ways to integrate data from search, social and traditional media to identify new opportunities and revenue streams.
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Audience Choice Session: Like Me! Social & Viral Content Tips for Making Your Brand More Sexy
by Jeffrey Harmon, Noran El-Shinnawy, Mike La Rotonda, Liana 'Li' Evans and Jeff Revoy
Writing content that appeals to social audiences to gain traffic, links and ultimately, business is not as simple as it sounds. It's even harder for the less sexy brands to make their content appealing and exciting. This session will look into examples of how less attractive brands gained meaningful traction through social media without having to spend a fortune. It will cover new and effective approaches to viral content and provide top tips on how to keep your brand content attractive and fresh while remaining relevant to your brand identity.
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DoubleClick Search V3 - Online Media Buying Expertise on Google's Infrastructure
Check out how DoubleClick Search V3 makes it faster and easier than ever to manage large search campaigns across AdWords and Microsoft AdCenter. Powerful, easy-to-use workflow and reporting features save you time, while strategic bid optimization features help you improve performance.
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Introduction to Paid Search
by Brad Geddes
Paid placement is a form of search advertising that provides a top ranking in return for payment. Every major search engine offers a paid placement program. Learn what's available in this session that is especially geared toward beginners, with details on programs from major providers and advice on how to succeed.
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The Tools of the Trade for SEO
by Rob Garner, Jamie Smith and Bruce Clay
If you are responsible for your company's search engine optimization, then you know that you need all of the various tools of your trade close at hand. This session will describe the tools that will help you to accomplish your tasks including indexing, competitive analysis, site ranking, diagnosing and remedying problems, page level information, site level information, on-page optimization and much more.
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Insider Tips to Ad Optimization
by David Greenbaum, Bryan Eisenberg, Nicholas Gadacz and John Yi
Can changing just a couple of words in an ad really account for a 115+% lift in clickthroughs, conversions and more? Want to know why your image on Facebook is turning people off from clicking on your ad? Are you hungry to learn what you need to do to consistently improve your online advertising performance? We'll get insider secrets from Facebook's Marketing API Program Manager, the CEO of BoostCTR and top selling online retailer CafePress. In this session we will cover everything you wanted to know about improving your ads on Google, Facebook and other platforms but were afraid to ask.
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Introduction to Social Media
Social media has become a major piece of the search marketing puzzle and is changing the way we work, communicate and live. Companies are amazed by the influence social media is having and want to understand how to use it effectively. This session is designed to guide you through the complex landscape of social media and how it relates to your brand or web property. You'll learn about the leading sites, the functionality they provide, and best practices for interacting in these virtual places. You'll also come away with some valuable tips on how to effectively leverage your brand, services and products in different social media environments including Facebook, Twitter, LinkedIn, FourSquare, YouTube, Flickr, Wikipedia, Review Sites, Digg, and more. The session will also include suggestions how to integrate social media with other channels of online marketing effectively.
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Jim Boykin Gives Advice on Advanced Link Building, Panda Solutions, SEO Tools, and More!
by Jim Boykin
Jim has been a leader in the field of Internet Marketing and SEO for over 10 years. Jim will show you some of his most "killer tactics" for obtaining some of the most trusted backlinks in the world. Jim will also talk about the Panda Update and will give many tips on how can you recover. If you haven't been hit by Panda, Jim will tell you what you still need to know to prevent your site from being hit by Panda in the future. Jim will also talk about some of the best Internet marketing tools on the market, and how can you utilize them to be an Internet Marketing Hero.
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Meaningful SEO Metrics: Going Beyond the Numbers
by Richard Zwicky, Rob Garner, Todd Friesen and Ray Catfish Comstock
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.
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User Generated SEO
UGC is huge and emerging part of social commerce. It is not only good for SEO, but has a profound impact on conversion, return rates, order value and external messaging. This session will emphasize the SEO gains that come from strategic use of UGC, but will also highlight the holistic value and typically untapped opportunities related to UGC. By the time of this event, we expect to have new case study data and examples to keep this topic fresh and relevant.
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Analytics for PPC
by Ryan Gibson, Steve Latham, Phil Mui and Andrew Goodman
Advertisers have been paying billions of dollars for clicks in search engine advertising platforms for years. With an array of new targeting options (display ads, new ad formats, remarketing, Facebook, etc.), it's an important time to prioritize how you analyze PPC campaign data and act on it. In PPC, the job of an analyst is not to come up with obscure statistical nuggets, or to nitpick on small points. Rather, the analyst should be nimble, tightly aligned with business results, and capable of moving smoothly between fine details and core business drivers. Which metrics are worth your time? What new tools and reports are useful? Which will waste your time? Is it time to step up your use of campaign automation? How can you build a better dashboard to help synthesize multiple campaign efforts? And if there is an Occam in the audience, will he please identify himself and come forth with his Razor, so we can answer all of these questions in one hour or less?
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Automating Social Media: Creating & Distributing the Message
by Paul Madden, Matt McGowan, Charles Black and Aaron Goldman
Part social network, part social search engine and all social media marketing opportunity, tapping into the power of Twitter and other Social Media outlets can help your business reach more customers, influencers and audiences than ever before. If you've been experimenting with Social Media and want access to advanced tactics for identifying influentials, effective messaging strategy, integration with other social media, operationalizing message distribution and measurement, then this is the session for you. Lady Gaga and Justin Bieber might have the followers, but this session will focus on results.
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Crossing the Digital Divide: The Leap from Search to Display
by Chris Sukornyk, Emily Iverson and William Leake
Many advertisers who embrace the highly measurable, highly efficient world of search engine marketing remain on the sidelines in display. Historically, display advertising has lacked the targeted pricing, placement, and ROI of search. The advent of new display optimization technologies and next-generation ad exchanges, however, is offering a radically fresh take on an outdated media model. Demand-side platforms, in particular, offer advertisers better control over pricing and targeting, and power these advantages by creating advertiser-specific algorithms. (That's a shift of power that search marketers can definitely appreciate!) In this session you will hear a "101" introduction to DSPs and ad exchanges, as well as advice for experienced search advertisers who want to take a first foray into exchange-traded display to broaden their media mix.
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Duplicate Content & Multiple Site Issues
by Katy Collins, Danny Goodwin, Eric Enge, Chris Keating and Dave Naylor
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 will take a look at all canonical issues and explore repairs and solutions.
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Introduction to SEO
by Bruce Clay
Search has one of the lowest customer acquisition rates, simply because it is a "pull" medium, allowing people to find you when they need you. Search engine optimization will help you position your website properly to be found at the most critical points in the buying process. This SEO overview will help you understand what the search engines are looking for, and how the principle of building your site for your customers will also please the search engines. In clear, non-technical language, you'll learn the latest optimization trends along with the best practices necessary to make an immediate impact on your internet presence and website profitability.
Wednesday 17th August 2011
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Morning Briefing with Mike Grehan
by Mike Grehan
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Google + Facebook = Success: Getting More Lift With Social Media
Consumers are spending more time on Facebook and with Google. So Advertisers need to pay better attention to both. Search marketers are on the frontline, and critical for integrating search and social together. Why? Both are digital, targeted, metrics driven and biddable. The results are impressive. Join Covario's CEO Russ Mann and Senior Manager of Paid Media Alex Funk as they discuss:
- key trend in search and social media
- integrating tactics for success
- metrics to measure comparative effectiveness
- case studies from today's largest brands
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Is Retargeting/Remarketing Right for You?
by Marc Bishop, Adam Berke, Matt McGowan, Andrea Fishman and Kevin Lee
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.
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.
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Killer Facebook Targeting Tactics
by Paul Madden, Marty Weintraub, Matt Lawson and Rob Leathern
What can you do with a social network that has over 700 million members? Find out as these accomplished Facebook marketing experts share their "killer tactics" for harnessing the real marketing and ecommerce potential of advanced Facebook Advertising, Fan Pages and Groups. Find out what some of the most successful Facebook marketing campaigns have in common and what tools can help make your social networking efforts pay off with killer results.
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PPC Competitive Analysis
by Jeff Ferguson, Lisa Raehsler and Matt Van Wagner
An essential component of any search marketing plan is understanding the strengths and weaknesses of your competitors. This knowledge helps you comprehend what links to gain, ad prices to pay, content to offer and customers to seek. In this session, we take a close look at what tricks you can use with search engines to analyze your competitors' game and also what free and premium tools are available to deep dive into their strategy. Join us for a candid discussion as panelists reveal their secrets for monitoring competitive forces and threats while sharing tips that can be successfully applied to any business intelligence effort. After attending this session, you'll have the skills to easily discover what keywords your competitor is targeting, how much your competitor is spending on ads, and be able to identify opportunities your competitor is missing.
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The Basics of Link Building
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.
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Getting Ready for Global Business
by Tim Coughlin, Christian Arno, Motoko Hunt, Crispin Sheridan and Michael Bonfils
This session will focus on the fundamentals of going global with emphasis on understanding the opportunities as well as the inherent complexities in conducting an international business.
The speakers will suggest ways to pick target markets, to understand your opportunities in new markets, and how to deal with the logistical and cultural issues. Also included will be key tips and advice as well as information on the wealth of resources available to US business from local, state and Federal agencies.
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