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

Online maps have found their way to become the centerpiece of local search, taking over as the de facto local products of all major search engines. But what else is in store for online and mobile maps as a tool to find what you're looking for locally? And what is the future of 3D mapping to move beyond static search results and enter into an immersive experience as the primary venue for local searches, product research, social networking and travel.

Some sites are all about direct sales. Search is arguably the most influential and accountable form of online marketing and we've assembled a list of experts who will show you the way. This session will focus on direct conversion behavior and turning visitors into customers and cash. Go Maximum or go home.

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