The clinic consists of a live, interactive landing page optimization clinic run by industry experts. Audience members will be asked to submit websites and any paid search campaigns prior to the clinic and samples will be chosen for live analysis.

Moderator: Kevin Heisler, Executive Editor, Search Engine Watch

Speakers: Jimmy Ellis, Director of Optimization Research, MarketingExperiments, Marc Wachen, CEO and co-founder, Optimost, Scott Miller, President and founder, Vertster

Getting traffic to your site is an important step. The finishing part of the picture is getting your site to convert those visitors into customers. This panel will look at ways that you can increase your site performance.


  • Gillian Muessig


  • Tom Leung, Product Manager, Google
  • Glenn Alsup, President, Viewmark
  • Philippe Lang, General Manager, SMB Solutions, LivePerson

When evaluating and planning your own direction, knowing your sector's finer points is mission critical. It's difficult to look at your competitors without leaving tracks. It can be a challenge, but is extremely important to manage your own reputation. This panel will look at a number of issues surrounding competitive intelligence being probed by the competition and probing the competition yourself.


Whether they're confused, busy or just uncooperative, clients can pose challenges. This session will explain how to head off issues or solve them along the way, including:

  • Speaking frankly about architectural and design issues
  • Diving deep into historic web analytics
  • Identifying mission-critical pages that lack content
  • Being truly consultative – shaping what keywords make sense for the client given their site age, content, inbound links, etc.

Word of mouth marketing is one of the most effective and long lasting techniques for increasing traffic to a web site. This session will detail effective word of mouth marketing campaigns and how to integrate them into your online advertising mix.


  • Brett Tabke


CSS today is almost synonymous with Web 2.0. We have come a very long way from the days of simply tweaking your links to remove the underline. Panelists will discuss the cut corners, the non-underlined links, the freaky mouse-overs, and other code beautification techniques. HTML, on the other hand, has moved closer towards XML and feeds. Our panelists will discuss how to update your code to match what is evolving on the web.

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