AGENDA

Keynote addresses and panel discussions will include:
How consumers are changing their search habits
Search and social media
Measuring performance and maximizing ROI
SEO and SEM best practices
The future of search

7:15 am to 7:50am:
Registration and Breakfast

7:50am to 8:00am:
Opening Remarks
Rebecca Harris, Managing Editor of Marketing

8:00 am to 9:00 am:
How to Minimize Your Search Visibility
Andrew Goodman, Founder and President of Toronto-based Page Zero Media and author of Winning Results with Google AdWords

In this lighthearted overview of today's "universal and blended search results," this speaker demonstrates the ways that many companies seem to be bending over backward to escape the digital limelight. (Hopefully, by approaching things in the opposite way, your company can avoid the same fate.) The session provides a lightning-round overview of traditional web index rankings, content strategies, information architecture and user experience issues, local search, news search, paid listings, video and multimedia search, social media and real time search, and more. How can some companies be so uncannily good at avoiding them all? But seriously, when we turn to doing the opposite of hiding, where should a company best start, to avoid being overwhelmed? The goal of the session is to provide a spark to help you set your own firm list of priorities for increasing your digital presence in 2010. The low-hanging fruit is plentiful, and we assure you, delicious.

9:00 am to 9:45 am:
The Changing World of SEO
Search engine optimization is constantly evolving and yesterday's rules no longer apply. This panel discussion with some of the industry's top SEO experts will cover the keys to an effective SEO strategy, the impact of social media on SEO, how mobile is changing the way searches are conducted, how marketers can maximize Google's Local Search, and what should be on marketers' "search radar" for 2010 and beyond.

Panelists include:

• Jeff Quipp, CEO of Search Engine People
• Scott Wilson, CEO of RankHigher.ca
• Alan K'necht, founder and President of K’nechtology

Moderator: Jeromy Lloyd, staff writer, Marketing Magazine

9:45 am to 10:15 am:
Pimp my PPC

Tyler Calder, VP of Paid Search at Search Engine People

If you're approaching PPC the same way you did a few years ago, or even six months ago, you're going to find that your results are a little lacklustre. The world of PPC is ever changing and your tactics must evolve at the same pace if you want to stay ahead of the curve - you wouldn't want to be caught still wearing Hammer Pants would you?

In today's world, paid search encompasses Social Media PPC, like Facebook and LinkedIn ads, which allow for targeting and reach that isn't possible through the search engines. Mobile Networks, such as AdMob and Quattro have become massive players in the industry and we know that 37% of Smartphone owners currently make purchases on their phones. Google itself has been releasing new features around Local promotion, SiteLink & Product Extensions and Video promotion, all of which you should look at as a new opportunity to pimp your PPC program.

This session uses real life examples and case studies to help you pump some new life into your paid search program and get better results and stay ahead of curve - are you ready to Pimp Your PPC?

10:15 am to 10:30 am:
Networking Break

10:30 am to 11:05 am:
Searching for Answers – Analytics & Search

Ari Shomair, Director of Marketing Optimization & Analytics, Henderson Bas

There is an old anecdote in business: “if you can’t measure it, your manager won’t reward you for it”. On the web, the act of measurement is fairly easy; the real difficulty is determining which measurements matter.

This session will cover three main topics, each in its own section. The first section will explain the basic terminology and technology used when discussing web analytics. The second section will focus on search analytics in specific, and some of the considerations when interpreting data out of a web analytic package. The final section will address the question of how to determine “which measurements matter”, and include some case studies of actual campaigns.

11:05 am to 12:05 pm:
New Signals to Search Engines

Mike Grehan, VP, Global Content Director with New York-based Incisive Media, publisher of Search Engine Watch, ClickZ and producer of Search Engine Strategies.

The web is no longer just a collection of HTML pages linked together. It is a network of networks of people who are totally connected to each other. The understanding of these connections will shape not just search, but all of marketing. In this lively keynote by one of the world's foremost search experts, Mike Grehan will cover where search has been, where it is now, and where it's going. Discover what major changes will have the most impact on current SEO practices and learn how to excel in the new search landscape.

12:05 pm to 12:10 pm:
Closing Remarks