Search Marketing Expo Toronto

Breakfast & Registration – CHURCHILL COURT

General Session: Digital State of the Nation: Search Edition – CHURCHILL B

Bryan Segal, ComScore

Did you know that there are more than 22 million Canadians who search online on a monthly basis, reaching over 68% of the total population in Canada? In this session, Bryan Segal will address the state of the search nation. He will focus on where Canada stands in terms of search usage from a worldwide perspective, as well as taking a closer look at the behaviors of Canadians searchers. As search is a key component in the buying funnel, and growing in terms of being used from a branding perspective, it is important to understand the detailed data to help understand how to best use search to maximize your online investments.

Search Business Strategies (SBS) – CHURCHILL B

[SBS-1] Integrating “Search” into the Marketing Mix
People use search engines on a daily basis more than any other Internet activity, except for email. “Searching” has replaced how we find services, information, people, places and entertainment and is not limited to the web. Mobile devices not only provide access to the web and email, they also connect us to our social networks and thousands of applications, giving way to more opportunities to search and fine.

As search moves beyond the desktop and cross-platform, integrating “search” into the marketing mix has never been more important. In this session you’ll learn how businesses are incorporating search marketing into both direct and brand building strategies.

SEO Fundamentals for 2010 – WREN

[SEO-1] 2010 State of SEO – Real Time Search, User Generated Content and Social Networks
People are addicted to Twitter, Facebook and are contributing to review sites and forums because they can get up-to-the-minute information, ask questions of their social network and get instant answers. Recognizing this development, search engines are now incorporating results from these user-generated content sites including social networks. Is the game changing? Yes!

While the fundamentals of SEO remain the same, in 2010, achieving high search visibility will require a faster strategy. Search engines now show fresh, real-time content with personalized, blended search results. Instant! Personalized! Localized! Real-Time! Are they making people money? Let’s talk about SEO in this exciting new world.

Search Business Strategies (SBS) – CHURCHILL B

[SBS-2] In-house or Outsource? Taking SEM efforts in-house vs. Working with Agencies and Consultants
Some organizations are looking to cut costs; others believe that search expertise should be managed in-house as an integral part of the marketing and/or marketing technology team. Many believe they can do a better job than outsourcing. But there are challenges to the do-it-yourself approach.

In this session you will find out what it takes, challenges you’ll face, how to structure the team, the resources to use and how to ease the transition.

SEO Fundamentals for 2010 – WREN

[SEO-2] Search Friendly Design and Development
“I’m not designing my site for search engines,” is a common designer objection to SEO suggestions. But when search engines collectively have more users than either Internet Explorer or Firefox, you can’t afford to ignore how they interact with your site.

Search engines are like the third major browser, and if your site breaks for them, it breaks for all those potential visitors. Learn more about creating search engine friendly sites that can be attractive to both search engines and human visitors at the same time.

Search Business Strategies (SBS) – CHURCHILL B

[SBS-4] Hello, Can Anyone Hear Me? Becoming a Data Maestro
Search marketers are generally thrilled to dive deep into data and pull out nuggets of meaningful information to share with the executive team, product groups, and/or marketing teams. But far too often search marketing visibility, activity and keyword conversion reports make it to the inbox but not much further. Is this simply a case of the wrong information being communicated? Is the value not recognized? Or is the visual presentation not easily understood? Or, maybe, too much information is being conveyed?

In this session you will learn how to avoid presenting cookie-cutter, run of the mill metrics. Instead, you’ll learn how to spin your data into compelling, memorable stories with meaningful insights, becoming a Data Maestro.

SEO Fundamentals for 2010 – WREN

[SEO-4] Universal & Blended Search Opportunities
When Google introduced Universal Search in 2007, it sent shockwaves through the search marketing community. The typical reaction: “How can my optimized content rank when local, news, video and images results are pushing it off the SERPs” The simple answer is to optimize multiple types of “web assets” in addition to the text on your web pages, and you’ll often get more exposure on search result pages. Though the answer is simple, the SEO techniques to achieve the desired result usually aren’t.

This session looks at the state of Universal search today, and how to leverage different types of content to gain maximum advantage.

Search Business Strategies (SBS) – CHURCHILL B

[SBS-5] Global Management: Search and Multi-Lingual, Multi Site Strategies
In Internet terms, search engine marketing is practically a grandfather. As such, we expect established best practices, freely available research and an endless supply of case studies readily available to help guide us through varying stages of maturity. In truth, our expectations may be out of synch with reality; given the dynamic nature of the Internet, although search may be a grandfather, the Internet is still a baby (okay, maybe a toddler).

So, how is SEM being managed at the enterprise level? Are there methods rising to the top of success? Are people in Asia, Europe and South America conducting search queries similarly as North Americans and do the search engines work the same way? Find out answers to these questions and more from this panel of experts who are hands on in managing global, multi lingual, SEM strategies.

SEO Fundamentals for 2010 – WREN

[SEO-5] Two-part SEO Wrap Up:

Part I: Supercharging your Descriptions with Google Sitelinks – Google Sitelinks have become ubiquitous, and any search marketer ignoring them is missing a major source of traffic.

What are they? Sitelinks are links that lead to important pages within a site, appearing beneath both organic and paid search results. They provide searchers quick and easy access to internal site content via a single click without requiring another search.

The good news is that Google now gives search marketers a lot of control over their sitelinks. Learn how to gain maximum advantage from these “bonus” links.

Part II: SEO Site Clinic – This interactive session takes volunteers from the audience and examines their web sites live to provide general feedback about improving them to gain more traffic from search engines.

The Search Marketing Toolkit: Tool Talk for Team – CHURCHILL B
There’s nearly endless opportunity for monitoring, measuring and optimizing search marketing visibility, campaigns, landing pages, competition and trends. A number of powerful, inexpensive and easy-to-use new tools now make the process much easier.

Learn the secrets of the pros by seeing a rapid-fire review of the best conversion improvement tools and technologies.