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Chicago SES Advisory Board and Search Engine

Connect with your Customers – Learn How to Use All Dimensions of Search

SES Chicago is organized and programmed by the SES Advisory Board and SearchEngineWatch.com, the leading authority on Search Engine Marketing (SEM). Now in its 11th year, the only major Search Marketing Conference and Expo in the Midwest will be packed with 70+ sessions covering PPC management, keyword research, Search Engine Optimization (SEO), social media, local, mobile, link building, duplicate content, video optimization and usability, while offering high-level strategy, keynotes, an exhibit floor, networking events and more.

Get Search Smart:
Learn how search engines rank web pages and optimize yours to out-rank competitors

Discover new methods of link building to keep your brand in front of your customers
Increase traffic via organic listings and avoid "spam" penalties
Optimize and rank better with pay-per-click campaigns
Improve user experience and increase conversions by testing and tuning landing pages
Track performance and maximize ROI using free and paid analytics software
Network with peers and experts to learn the latest tips and trends
Search Fundamentals Track
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.
Solo presentation by:
Dr. Ralph Wilson, Found and Editor-in-Chief, Web Marketing Today®

Blended Search Results Track
Mixed Media SERPs
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?

Analytics, Conversion & Attribution Track
Search 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.
Jim Sterne, Chairman, Web Analytics Association
Matthew Bailey, SES Advisory Board & President, Site Logic Marketing
Dennis R. Mortensen, Director of Data Insights, Yahoo!

The State of Search Track
Search Industry Today
The paid search marketplace has rocketed from virtually zero to more than $10 billion in the past decade, which begs the question: Is the search marketplace on the verge of maturing in North America or will advertising dollars continue to flow into search? As ROI and performance become increasingly important, is search gaining a larger share of advertising revenues or is search generally or at least across some categories, too expensive and competitive? Can search make an argument for value beyond pure performance and results? Will further insights and performance gains be realized as they relate to an overall SEM+SEO strategy for a brand or has the industry discovered most of the tricks? This panel takes a hard look at the current value proposition of search and how we got to where we are today.

Search on the Edge Track
Search: A Real Time Paradigm?
Search engines strive to have the most up-to-date content on the web, indexed and ready for display to searchers. They are moving towards that goal quickly, showing fresh, instant content higher in the blended search results. Google has created 'show options' which includes pages crawled in the last 24 hours and forum/review results. Others like Twitter, Facebook and LinkedIn are indexing instant submissions and making them highly visible in search results. Fresh content is a high priority for search marketers and advertisers to create and optimize.
How can you ensure that your products and services are highly visible in this new search arena? Communities, forums, status messages, breaking news, groups and other methods are in the conversation. These experts know how to take you there and will suggest the best ways to become visible.

Search Fundamentals Track
Keyword Research
How many keywords do you need in your paid search account? What keywords are your customers searching for? How do customers find products after they reach your site? Learn how to target the right terms in your paid and organic search marketing, and where these keywords should be used.
Solo Presentation by:
Christine Churchill, President, KeyRelevance

Blended Search Results Track
YouTube & Video Optimization
Online video marketing is crucial in today's marketplace. More than 158 million Americans watched an average of 8.3 hours of online video during July 2009. That's more viewers than the 151.6 million Americans who watched Super Bowl XLIII, which reached the largest television audience in U.S. history. This solo presentation by the author of "YouTube and Video Marketing: An Hour a Day" will provide you with proven, practical guidelines for developing and implementing video marketing for your organization.
Solo Presentation by:
Greg Jarboe, President & Co-Founder, SEO-PR

Analytics, Conversion & Attribution Track
How to Turn Your Web Analytics Into a Money-Making Machine
You tagged your website with analytics. You may even login to check your stats or get them emailed to you. What does it all mean? How do you find anything useful in the endless amounts of data provided? How do you turn those reports into insight and action? In this session, each panelist will provide you with 3 solid tips to make money from your web analytics and answer questions about everything you've wanted to know about web analytics but were afraid to ask.
Bryan Eisenberg, SES Advisory Board and New York Times Bestselling Author, bryaneisenberg.com
Jim Sterne, Chairman, Web Analytics Association
Phil Mui, Product Manager, Google

The State of Search Track
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?
Eli Goodman, Search Evangelist, comScore, Inc.

Search on the Edge Track
New Exporters: How Search Marketing Can Be Used to Build Overseas Trade
The global markets offer rich pickings for many US firms who haven't yet dipped a toe in the water! This panel will explain how to identify export opportunities using keyword research and how to exploit them using either search engine optimization or pay per click. It will answer questions such as:
How to decide where to target
Using testing to minimize roll-out risks
How much do you need to do to be effective?
Which languages? Can you use English?
Getting paid
Andy Atkins-Krüger, Managing Director, WebCertain Global Ltd
Motoko Hunt, Founder, Japanese Search Marketing Strategist, AJPR LLC
Jim Matheson, Senior Director, Online Marketing, SuccessFactors

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