Posted by: Marshall Sponder | March 2, 2008

Search Engine Strategies NYC Sessions I plan to attend

I’ll be covering Search Engine Strategies NYC in two weeks and just found out today that Sebastian Wenzel of WebAnalyticsBook is also attending as Press (just as I am) in a post about Search Engine Strategies New York.

I’ll do the same thing and post the sessions I’m interested in attending (there are two or three overlaps in the sessions Sebastian is attending – but most of mine are different):

Monday – March 17th

Re-defining the Customer

Universal, Personal & Local Search? Facebook? Twitter? YouTube? Podcasts? Social Media? Web 2.0? Businesses are struggling to demystify communications as a new generation of digital possibilities evolve. The customers are clearly in control. The voice of the consumer has never been so easy to find and so hard to decode. Bryan Eisenberg deciphers their messages and explains the evolving new world of marketing, customer loyalty, consumer generated content and social media. Let Bryan teach you how to take advantage of this opportunity to join the conversation. He will show you how to persuade these redefined customers as they ignore marketing.

 Igniting Viral Campaigns

 In a world dominated by behemoths like bud.tvtvMySpacece, anYouTubebek through to generate online destinations that create buzz, encourage word of mouth and establish relationships with potential buyers. This session unveils the secrets of Web 2.0 techniques and technologies that enable companies to standout and be talked about.

Network Neutrality is for On-Line Marketers too! (I’m torn between attending the Analytics session at this time except I already know everything Avinash is going to talk about  – so maybe I should try something I don’t know as much about like Network Neutrality).

If Internet access providers, such as telephone and cable companies, begin preferring certain web sites or content types over others, it will be harder for the marketing community to determine whether observed on-line behavior is due to customer choice or provider choice. In addition, the threat of extra charges for “preferred” delivery is likely to saddle on-line marketers with extra charges or degraded service. Two Network Neutrality experts analyze the ins and outs of the debate, project the next moves by FCC and Congress, and discuss potential ways that the on-line marketing community can respond.

Orion Panel: Getting Vertical Search Right

 The need for specialized search capabilities has never been more prevalent than it is today. Established leaders and experts in vertical search application and execution will discuss the state of the industry, positive and negative experiences and best practices for answering needs of today’s demanding searchers.

Tuesday, March 18th

Converting Visitors Into Buyers

 Getting visitors to your web site is only half the battle. To be victorious, you need them to convert into customers by making purchases, signing up for services or fulfilling whatever are your goals. Learn about making this conversion. The latter part of the session takes volunteers from the audience and examines their web sites live to provide general feedback about changing them to improve visitor conversion.

Orion Panel: Universal Search

 Search result multiplicity is not a new phenomenon, but recent advancements will guarantee the world of search and marketing will be changing forever. Before you attend this week’s optimization and best practices sessions, hear from industry gurus about how search, marketing and information seeking is changing the industry that follows the search. Our ongoing series on universal search will include research data available only at SES.

Optimizing Search Marketing Campaigns (Sponsored Session)

 As search marketing grows more sophisticated and specialized, companies with “one size fits all” optimization metrics are dropping to the bottom of the food chain. Key performance indicators (KPIs) are evolving vertically, giving rise tKPIsetrics that are specific to your line of business. For example, retailers are optimizing campaigns to maximize customer lifetime value rather than a more narrow strategy of optimizing around single session visits. Travel sites are optimizing campaigns around “look to book” ratios, while B2B sites are exploring optimization tactics for increasing lead quality. Different verticals have different ways of measuring success, which is why it is imperative to optimize campaigns using the metrics that matter most to your line of business. The time is now to break away from the pack and explore the latest in search campaign optimization. This presentation will give a better understanding of the advantages of optimizing campaigns using verticalized KPIs and how to go beyond simpverticalizedRKPIscs.

Landing Page Testing & Tuning (I read Tim Ash’s book but have not written about it yet – reminds me to do so)

 Getting someone to click on your search ad is only half the battle. Once visitors arrive, the landing pages you display to them are a crucial component in converting them into buyers. This session looks at ways to test and tweak your landing pages to get that conversion. NOTE: The session is designed for those who are already familiar with how paid placement works.

Wednesday March 19th

 Search engines have forced an entirely new dynamic in how connected humans access information. Successful traditional brands along with new entries into the space learn to roll with the changes… even if that means a transformation in how they do business. The death of traditional information sources is often grossly exaggerated. In other words, winning in the Interactive world means combining the best of the old and the new. Mr. McLeod will discuss how a world renowned and highly respected publication changed how they do business in a search driven world. You’ll walk away with a better understanding of making the right moves can help you make the most of our dynamic universe.

Widgets and Gadgets are taking over, but what are they?

 Google and other sites have created ad units that allow visitors to interact with an advertisement without leaving a destination page. Target audiences can watch a video, check out a menu and engage advertisers in a new way with a new metrics. Hear how advertisers are using widgets with advice you can take back to the office.

Successful Tactics for Social Media Optimization (SMO)

 Successful Tactics for Social Media Optimization (SMO)
Community-built web sites, Facebook, YouTube, Microsoft Tagspace Wikipedia aYouTubesites allowiTagspacentWikipediaared through “tagging” can be a great way to tap into links and search-driven traffic. This session looks at some social media services and strategies to tap into them in an appropriate manner. Hear how-tos and tips from search marketers who htos discovered what works today and what to avoid.

Social Media Research: Informing Search Strategies

 If search engines are tapping into human knowledge more widely through tagging, click through tracking, search history features and other methods, so can search marketers. Social networks, blogs, feeds, tagging, social bookmarking and immersive game environments provide 24/7immersivee focus groups. Learn how Buzzmetrics, Cymfony and others help quaBuzzmetricsevCymfonytical insights.

Social Search: The Next Step

 Social media networking is changing the way people integrate the Web into their lives. Still, this seems one small step for searchers, but a giant change for search media. What do media such as Eurekster, Wikia, Google, Yahoo, ZoomInfEureksterter, have in store? As Google and Yahoo move into this space will they retain share? What will the evolution of social media mean to marketing as customer behavior becomes nearly impossible to manipulate?

Thursday, March 20th

 Images & Search Engines

 Regular search engines can’t understand text trapped within images, and this session looks at strategies to combat this problem for the image-intensive site. It also examines how to generate traffic using your images via image-specific search engines.

Video Search Optimization

 Producing video content? There are video search engines that specialize in gathering up your video and making it available to searchers seeking such content. This session looks at how to make your video more visible in these specialized services.



  1. Thanks for this fantastic article! There were lots of interesting and useful information provided.

  2. Some very important strategies listed here and valuable notes to help guide search engine optimizers. I look forward to seeing more of your session notes and I am sure there are readers who desperately need to see this. So many SEO companies think that search engine optimization is all about links and rankings and the are either ignorant of these strategies or choose to ignore them.

    I personally think they are vital to any Search Engine Optimizer’s arsenal!


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