Ready to hang your shingle and be a search marketer? You might want to ensure you have the right basic training! This session looks at ways budding SEMs can educate themselves plus get started in the industry.

Moderator: Kevin Ryan, Vice President, Global Content Director, Search Engine Strategies and Search Engine Watch

Speakers: Dave Davies, CEO, Beanstalk, David Wallace, CEO and Founder, SearchRank, Nicole St. Martin, Search Marketing Analyst, HotGigs/Jobs2web, David Hoffman, Search Smart Marketing.

Keynote Coffee Chat With Matt Cutts of Google On the Hot Seat Bring a pile of questions with you. This is a pure question and answer session with the master Google company guy, Matt Cutts.


  • Brett Tabke


  • Matt Cutts, Software Engineer, Google Inc.

How did you get in? What's a typical day in Google like?

With accurate meta tags, Google crawl, index and return your site in search results. Meta tags provide information to all sorts of clients, like browsers and search engines. The meta tags for the following HTML page will be interpreted by Google like this:

<!DOCTYPE …><head>

<title>Traditional Swiss cheese fondue recipes<title> utilized by Google, accuracy is valuable to webmasters

Below is our coverage of Day 3 of Search Engine Strategies (SES) Chicago 2007:

  1. Managing Automated PPC Bid Management
  2. Your Marketing Program in Context
  3. Managing PPC for Multiple Clients
  4. Calling All Clicks: PayPerCall and You
  5. CSS, AJAX, Web 2.0 & Search Engines
  6. Last Minute Holiday Search Tactics
  7. PPC Advertising on Influential Blogs and Social Media

The "target customers by location" feature in the AdWords console has been improved by Google. As compare to the earlier multi-step process, the new method is much more intuitive. Now there are four tabs, like "Search," "Browse," "Bundles" and "Custom." The interface overlays this screen above the AdWords interface and takes help of the Google Maps technology.

The new interface looks something like this:

Microsoft Windows is accepting emails for advertisers who want to test their adCenter Add-in Beta account in the Excel 2007. Users who want to integrate keyword research can apply now. This program will help the advertisers a lot, in many ways as it is:

  • Free, simple and can be downloaded easily
  • One can easily research, analyze, and manipulate data

The Yahoo! Blog has announced a weather update for Yahoo! Search. Recently, there were even some assumptions of some possible weather update coming soon. However, this time Yahoo! search engine has supported the X-Robots-Tag directive. This directive basically gives Webmasters the ability to define robots.txt like rules within the http header as opposed to just the META data in the html pages. Google already supports this directive.

As the web moves into its second generation, sites are making more use of CSS, AJAX and other advanced and interactive design techniques. But how are the largely Web 1.0 search engines reacting to these, from an SEO perspective. This session explores issues and solutions.

Moderator: Anne Kennedy, Manager, Managing Partner, Beyond Ink

Local search is a real convergence of local targeting and mobile device usage. It covers the spectrum from the desktop shopper to the casual "get it now" cell phone user. This panel will look at some of the ground from the search engines perspective, the wireless perspective, and the SEO/SEM marketing perspective.


  • Detlev Johnson


It is not just for bricks and mortar anymore. Many web sites have discovered the power of local targeting. This session will focus on the marketing aspects of local search.


  • Melanie Mitchell