It's the beginning of December and the holiday season is in full swing. All the campaigns have launched and you have thought of everything. Or have you? While other campaigns are flying on holiday spending autopilot, you can swoop in and re-invigorate sales during the peak season and even when everyone else has called it quits for the year after the Holidays. It's never too late to breathe new life into a holiday search campaign and you can take these tactics back to the office.

It turns out that just because a programmer can write a search engine algo it doesn't mean they can reverse-engineer that algo from a web page. Search engine's own people need some training and help getting pages indexed and ranked well from time to time.

This panel will discuss how and when search engines SEO their own sites and what optimizers and site owners can learn from their experiences.

PPC bid management tools like those from Atlas and Omniture allow automated control over the bidding process that promises better ROI and increasing competitive advantage. But managing the automation tools requires an understanding of how these tools work their underlying algorithms and how best to set them and monitor them to achieve desired results. The session will include panelists who are real users of the tools and not representatives of the tool vendors.

Today’s domain picture is multifaceted and complex. This session will look at effective processes and strategies for successful domain buying today.

Moderator:

  • Brett Tabke

Speakers:

Today's domain name ownership picture is more complicated than ever. Almost every site owner is faced with a domain challenge at some point or another. This session will discuss all of the aspects surrounding domains, from the simple act of registering a domain to the complex legal issues of domain ownership.

Moderator:

  • Joe Laratro

Speakers:

Below is our coverage of Day 2 of Search Engine Strategies (SES) Chicago 2007:

This is a follow up to last year's highly popular linking session. The panelists in this session are experts on linking and will take a critical look at linking strategies including outbound link optimization, outsourcing link building, old-fashioned linking via directories, and hiring an in-house link developer.

Moderator:

  • Chris Tolles

Speakers:

To buy or not to buy; that is the question in link building today.

Moderator:

Speakers:

The first speaker, John Lessnau, Founder of LinkAdage starts off by saying everyone asks him, "should I buy links? What links? Will I get banned?"

Link baiting is a topic that makes some people snicker when they hear it. However, the complexities and subtleties are fascinating. Did you know that there are 12 types of links? Moreover, there are eight types of link bait to get those 12 types of links? That means there are 96 different strategies to get links. This session will look at the eight and the 12.

Constant content creation is the fuel for your website. Whether you live 'n die off search engine referrals or natural type-in traffic you understand the need for minty fresh content. This panel of content gurus will look at how to keep the creativity flowing and managing the content process.

Moderator:

  • Elisabeth Osmeloski

Speakers:

  • Elisabeth Osmeloski, Director of Online Media, Zonder.com