Keywords are still the foundation that build all search marketing campaigns. This session will look at researching and developing a killer keyword list for a site or special project. It will also look at tools available to automate the task of finding keywords and phrases.

Moderator:

  • Christine Churchill

Speakers:

Search engines, especially Google, say don't do 'em. But some search marketers say paid links work. Are paid links subverting search quality? Or are they simply a fact of life, here to stay?

Moderator: Chris Boggs, Manager, Search Engine Optimization, eMergent Marketing/BRULANT, Inc.

Speakers: William Leake, Founder and CEO, Apogee Search, Eric Ward, CEO, EricWard.com, Brian Boland, Director-adCenter, Microsoft Corporation.

Contextual ads clearly requires a different type of optimization from traditional graphics and banner ads. Focusing your site specifically for contextual ads will often result in higher search engine rankings because of the added targeting effort. This panel will look at various optimization and utilitarian methods of engineering a site specifically for contextual based advertising.

Moderator:

  • Detlev Johnson

Speakers:

Social media traffic is decidedly different from search traffic, newsletter traffic, or general link traffic. Knowing how to capitalize on this potentially huge traffic influx is critical for social media players. This session will look at ways that social media outlets can be monetized.

Moderator:

  • Rand Fishkin

Speakers:

Vanessa Fox, Features Editor, Search Engine Land, Entrepreneur in Residence, Ignition Partners.

How do you cope with doing search engine optimization for a company with tens of divisions, hundreds of products, thousands of web pages and seemingly no way to bring order to the chaos? Where do you begin with the SEO process? This panel looks at problems and solutions unique to those running big sites or from big companies and brands.

Build a user-friendly site and chances are you've also built a search engine friendly site. Learn how good usability can help your human visitors plus bring in the search traffic.

Moderator: Jeffrey Rohrs, VP, Agency & Search Marketing, ExactTarget

Speakers: Shari Thurow, Founder and SEO Director, Omni Marketing Interactive, Matt Bailey, President, SiteLogic, Bob Tripathi, Search Strategist, Discover Financial Services.

This panel is an introduction about getting up to speed with the major social marketing sites. This panel of SMO promotion experts will take you from newbie to advanced in short order. Do your homework before you hit this session though. Study the basics of Reddit, Netscape, Delicious, Digg, Facebook, and LinkedIn.

Moderator:

  • Joe Laratro

Speakers:

Microsoft announced on the PressPass about adExcellence.

"Microsoft Corp. today unveiled two tools and an accreditation program designed to help customers make the most of their experience with Microsoft adCenter and Live Search. Microsoft adExcellence, opening to all U.S. adCenter users today, is an official training and accreditation program for adCenter. The Microsoft adCenter Add-in for Excel 2007 and the Webmaster Center are new tools designed to help advertisers improve the quality of their search advertising campaigns and help optimize Web sites for Live Search, respectively."

Below is our coverage of Day 1 of Search Engine Strategies (SES) Chicago 2007:

According to them "The Local PlusBox is a feature that displays more geographical information for a local business ad that appears in the top position above Google search results. When users see the Local PlusBox and click on it the ad expands to include a map, address, driving instructions, and phone number, in addition to the location name that appears beneath the last line of ad."