Internet Summit 2011

Search - SEO & SEM
Chairperson: Lindsay Wassell, Partner & Consultant, Keyphraseology

State of Search
8:00am - 9:00am
Speaker: Jessica Bowman, Founder & CEO, SEOinhouse
Hear what’s happening today in search marketing and where it’s heading. Learn how recent changes in the search engines like the Farmer/Panda update, social graph and social media utilization, and Google’s retargeting program have altered search marketing strategy. Get a 10,000 foot view of the search space today to help you craft an effective strategy moving forward.

Content Types – Beyond the Web Page
9:10am - 9:55am
Speaker: Lindsay Wassell, Partner & Consultant, KeyphraSEOlogy
In both paid and organic search it is valuable to explore alternative content types beyond the traditional web page. PPC advertisers can market in new locations such as Google Places and Mobile Ads and in new ways by utilizing ad extensions like location and phone number. Within the organic listings, increasing search result real estate is being given to news, video, local, realtime, and other channels. Get an advantage over your competition by understanding alternative content types and how to use them effectively.

SEO Ranking Factors
10:05am - 10:50am
Speaker: Rob Ousbey, VP Operations Seattle, Distilled
The search engines are constantly tweaking and fine-tuning their algorithms, changing how your website ranks in the search results. Optimization techniques that worked in the past can be harmful today and factors that haven’t mattered previously are emerging as critical components of a search engine optimization strategy. Forget what you thought you knew about how the search engines rank pages and learn about the SEO ranking factors of today.

Making the Most Of PPC
11am - 11:45am
Speaker: David Gudai, Vice President of Marketing, Storkie
Pay-per-click (PPC) search engines can give you instant traffic and allow you to test new business models in real time. However, the pay-per-click market is competitive and can be very expensive. Learn how to optimize your campaigns for the best return with today’s PPC search engines.

Lunch & Networking Break
11:45am - 12:15pm

Tools of the Trade, Building a Search Strategy & Taking Action
12:15pm - 1:00pm
Speaker: Donna Bedford, Global SEO Lead, Lenovo
This session will describe the tools that will help you to accomplish your search marketing tasks, and will help you to create your search strategy and action plan. There is plenty of overlap of useful tools between PPC and SEO to be covered such as competitive analysis and keyword research. On the PPC side of things we’ll dive into specifics like in bid management and campaign workflow efficiencies. On the SEO side we’ll cover tools to analyze indexing, site ranking, diagnosing and remedying problems, page level information and on-page optimization. You’ll leave this session with a full tool belt of tried and tested resources for search success, and we’ll conclude the day with ideas on how to create your roadmap for putting your learnings to work!