Optimize Your Schedule for SES NY
Need a game plan for making the most of the Search Engine Strategies conference in New York next week? Greg Jarboe has tips from a veteran conference-goer.
Need a game plan for making the most of the Search Engine Strategies conference in New York next week? Greg Jarboe has tips from a veteran conference-goer.
Search Engine Strategies (SES) gets underway next week in New York City. One of our clients is planning to attend the largest of the SES events for the first time. While this four-day event is chock-full of sessions that our client could benefit from, it’s also a bit intimidating for them to try to plan the best way to use their time.
After looking at the conference schedule, they realized that even a team of three people couldn’t cover all 70 of the sessions. That’s because there are generally five sessions being held concurrently from Tuesday, April 10, through Friday, April 13. Plus, they want to spend some time visiting the expo hall, which will feature 133 sponsors and exhibitors.
Since I’m a frequent speaker at Search Engine Strategies conferences, our client asked me which sessions I would recommend that they attend. The three-member team includes an executive who wants to understand the fundamentals of search, a director who is focused on pay-per-click advertising, and a manager who is focused on organic listings.
Over the weekend, I spent some time creating a map of the exact routes that each of the three people should take through the four-day SES New York event. Who knows, optimization of SES schedules could become a brand new service that we offer in the future.
To make the best use of everyone’s time, I took a close look at the conference at a glace put together by Danny Sullivan, who has programmed the New York event with the same skill that the NCAA men’s basketball tournament committee used this year to fill out its brackets. I also looked at the “hot” sessions that Search Engine Strategies is promoting in latest press release.
Finally, I relied on my own experience. I’ve attended 20 Search Engine Strategies conferences during the past five years, an average of four a year. When I wasn’t speaking on a panel, I was often attending other sessions to keep up with this constantly changing industry.
While the itinerary below reflects some judgment calls, it isn’t arbitrary, whimsical or capricious. Not only has it been optimized for our client, it is also a pretty useful guide to other first-time attendees of SES, which will be held next week at the Hilton New York.
Day 1 Tuesday, April 10, 2007 | |||
Time | Fundamentals Track | Advertising Track | Organic Track |
7:30am – 9:00am | Registration & Morning coffee | ||
9:00am- 10:30am | Introduction To Search Marketing | Compare & Contrast: Ad Program Strategies | In House: Big SEO |
10:30am- 11:00am | Morning Break | ||
11:00am 12:30pm | Search Term Research & Targeting | Ads In A Quality Score World | Podcast & Audio Optimization |
12:30pm- 2:00pm | Networking Lunch | ||
12:45pm- 1:45pm | Lunch With Google Webmaster Central | ||
2:00pm- 3:30pm | Search Engine Friendly Design | Benchmarking An SEM Campaign | In House: Building The Team |
3:30pm- 4:00pm | Afternoon Break | ||
4:00pm- 5:30pm | Search Advertising 101 | Advanced Paid Search Techniques | Meet The Mobile Search Engines |
Day 2 Wednesday, April 11, 2007 | |||
Time | Fundamentals Track | Advertising Track | Organic Track |
8:00am- 9:00am | Registration & Morning coffee | ||
9:00am- 9:45am | Keynote Conversation with Steve Berkowitz Windows Live Chief | ||
10:00am- 10:30am | Morning Break in Exhibit Hall | ||
10:00am- 7:00pm | Exhibit Hall Open | ||
10:15am- 11:45pm | Link Building Basics | Web Analytics & Measuring Success | Sitemaps & URL Submission |
12:00am- 1:30pm | Networking Lunch | ||
1:30pm- 2:45pm | Writing For Search Engines | Meet The Search Ad Networks
ResourcesAnalytics The 2023 B2B Superpowers IndexAnalytics Data Analytics in MarketingDigital Marketing The Third-Party Data Deprecation PlaybookDigital Marketing Utilizing Email To Stop Fraud-eCommerce Client Fraud Case Study
|
Duplicate Content & Multiple Site Issue |
2:45pm- 3:15pm | Afternoon Break in Exhibit Hall | ||
3:15pm- 4:30pm | Fun With Dynamic Web Sites | Creating Compelling Ads | SEO Through Blogs & Feeds |
4:30pm- 4:45pm | Interval | ||
4:45pm- 6:00pm | Successful Site Architecture | Landing Page Testing & Tuning | Robots.txt Summit |
6:00pm- 7:00pm | Networking Cocktail Reception in Exhibit Hall |
Day 3 Thursday, April 12, 2007 | |||
Time | Fundamentals Track | Advertising Track | Organic Track |
8:00am- 9:00am | Registration & Morning coffee | ||
9:00am- 10:15am | Meet The Crawlers | Ad Testing: Research & Findings | Social Search Overview |
10:00am- 4:00pm | Exhibit Hall Open | ||
10:15am- 11:00am | Morning Break in the Exhibit Hall | ||
11:00am 12:15pm | Images & Search Engines | Searcher Behavior Research Update | SMO: Social Media Optimization |
12:15pm- 2:00pm | Networking Lunch | ||
2:00pm- 3:15pm | Organic Listings Forum | The Search Landscape | Bookmark Strategies |
3:15pm- 4:00pm | Afternoon Break in Exhibit Hall | ||
4:00pm- 5:15pm | Site Clinic | Auditing Paid Listings & Click Fraud Issues | Wikipedia & SEO |
5:15pm- 5:30pm | Interval | ||
5:30am- 6:30am | Evening Forum With Danny Sullivan |
Day 4 Friday, April 13, 2007 | |||
Time | Fundamentals Track | Advertising Track | Organic Track |
8:00am- 9:00am | Registration & Morning coffee | ||
9:00am- 10:15am | Linking Strategies | Ad Agencies: Understanding The Search Difference | Content Is King! |
10:15am- 10:45am | Morning Break | ||
10:45am 12:00pm | Link Baiting & Viral Search Success | SEM For Non-Profits & Charities | Usability & SEO: Two Wins For The Price Of One |
12:00pm- 12:30pm | Noon Break | ||
12:30pm- 1:45pm | Search Engine Q&A On Links | SEM Agencies: Working With Ad Agencies | CSS, AJAX, Web 2.0 & Search Engines |
In addition to the 70 conference sessions, there are also six training classes that will be held on Monday, April 9, before Search Engine Strategies opens. I should disclose that I’m leading the “Getting Found in All the Right Places” class along with Amanda Watlington.
But our client plans to skip our training class because they assume that I have already told them about getting found in news and blog search engines and I can always brief them later about how to get found in audio and video search engines.
In fact, they consider me to be an extended member of their team. So, I intend to sit in on other sessions that aren’t on the list above, so I can brief them about those, as well. And I’ll rely on the news and blog coverage of the event to fill in the gaps.
I expect that a small army of search bloggers and journalists will cover the top stories and analyze the key trends that come out of SES with the same professionalism that the TV networks devote to covering political conventions.
But as a news junkie, I am also going to be glued to Search Engine Roundtable, where Barry Schwartz plans to continue his inimitable live-blogging coverage of the event. Barry, along with Ben Pfeiffer, Chris Boggs, Kim Krause Berg, Rob Kerry, Li Evans, Greg Meyers, Tamar Weinberg, Debra Mastaler, Lisa Barone, and Carolyn Shelby, plan to cover a record 64 sessions. Their in-depth, virtually real-time coverage makes them the “CNN of SES.”
Greg Jarboe is the president and co-founder of SEO-PR, a search engine optimization and public relations firm. He is also the news search, blog search and PR correspondent for the Search Engine Watch Blog.
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