Advanced Search Engine Optimization
How can "paid inclusion" allow you to send crawlers a "trusted" feed of information. Should you create customized "doorway" pages to gain traffic? How can you "cloak" content so crawlers see one thing while spiders see another? Are mirror sites advisable? And what are the ethics and traps to avoid, when using doorways, cloaking, mirrors and some other aggressive techniques. This session explores these and other issues.
Back To Basics
An introduction to search engine marketing, covering the basics of obtaining traffic from crawler-based, human-powered and paid listings search engines. A must-attend session for beginners.
Buying Paid Listings
Paid placement means that you can have a top ranking in return for payment. Every major search engine offers a paid placement program. Learn what's available, with details on programs from major providers and advice from those experienced with paid listings. NOTE: Session repeats on Day 2 at 9:00am.
Dealing With Directories
Representatives from major human-powered search engines will discuss their services and take questions from attendees.
Designing Search Engine Friendly Sites
How to build a web site from the ground up that pleases both search engines and your visitors. Discover how "search engine friendly" design can tap into traffic naturally. This session is especially suited for beginners who need an overview of important design issues to keep in mind. More technical design issues are covered in the Successful Site Architecture session.
Dynamic & Ecommerce Web Sites
Web pages or product listings stored in a database or a dynamic page assembly system can be "invisible" to crawler-based search engines. Discover solutions to this problem and the other unique issues that need to be considered by those running ecommerce or dynamic web sites.
This session explores unique issues about targeting audiences in Germany and German-language speaking countries, both through presentations and audience discussion.
International & Language Issues Q&A
An opportunity to pose questions to search engine representatives about how they deal with country-specific issues, such as domain names and page languages.
Looking At Links
By mapping and analyzing how pages link to each other, search engines have been able to make remarkable improvements in their results. Discover how links have been leveraged for the greater good.
How do you know if you've been successful with search engines? You can check your "rank" at search engines for particular keywords, analyze log files to see the actual terms people used to reach your web site or make the ultimate jump and "close the loop" by measuring sales conversions and return-on-investment (ROI). This panel explore ways to measure success and what statistics you should really care about.
Meet The Crawlers
Representatives from major crawler-based search engines will discuss their services and take questions from attendees.
Search Term Research
The bedrock to success with search engines is understanding which search terms to target. Fail in that, and your audience may never find you. This session covers ways to undertake search term research that is crucial to winning with your search engine marketing efforts.
Shop Talk Forum
This moderator-led session allows the audience to raise questions relating to search engine marketing and get advice from other attendees.
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.
Successful Site Architecture
Tips & Tools Forum
A panel of search engine marketing experts share tips, techniques and tools related to search engine positioning, with ample time for Q&A and audience participation in sharing knowledge. Intended for those with some experience already with search engine promotion.
Writing For Search Engines
To please search engines, you need to be using the keywords you want to be found for. However, you also need to write in a way that pleases human visitors. Learn how to do both, a winning combination that brings you visitors and converts them into customers.