This session is addressing how marketers are utilizing the long tail of the Internet and search engine marketing to identify and reach consumers who are interested in what a company has to offer, but don’t fit the traditional definition of the demographic audience. The end result is a more strategic, cost-effective search marketing campaign. Discussions include the “long tail approach” from a tactical standpoint, including strategies that fit the users of this emerging market, as well as examples of why this works in terms of increasing sales.
Highlights of the presentation include:
- Keywords: Capturing consumers with tail
- The power of secondary search engines
- Case study examples of the concept “in action”
Moderator:
Speakers:
- Mary Bowling, Senior SEO, SEO Blizzard Internet Marketing, Inc.
- Brock Purpura, CEO, Etology
- Aaron Shear, Partner, Boost Search Marketing
- Stephan Spencer, Founder & President, Netconcepts, LLC
The final day of the Search Engine Strategies Conference begins with a morning keynote by Dan Heath, author of “Made to Stick”. I’m then off to my first session of the day, which is going to be Site Clinic, an interactive session examining volunteers’ websites live to provide help to gain more traffic from search engines.
The second session of the day will be Creating a Cohesive Search Strategy Across Multiple Business Units. David Roth, Director of Search Marketing for Yahoo! will explain how Yahoo defines, measures and manages online marketing success across a variety of business models. Eduardo Llach, Chief Marketing Officer and Co-founder of SearchRev will present search strategies and campaign optimization techniques that brands use to meet their online marketing objectives.
Session number three is Post-Click Marketing: Converting Search Engine Traffic. This session will cover: keyword research, organization and structure of a site to facilitate click-paths, creating content that pleases each segment of a visitor, testing content to determine what works and what doesn’t, and making sure you’re showing each segment of users the content that is most likely to entice them to convert.
The final session of the conference I will be attending is Search Advertising Tools. This will focus on both free and paid offerings for search advertising tools. A panel of experts including the co-founder of Clickable and and the VP/Director of Search of SMG Search will be there to to teach us about the latest tools.
Finally, I will be heading home on the red-eye back to Charlotte. Keep an eye out for my live blogs from SES as well as some thoughts from when I return. I look forward to hearing your feedback..
Here’s what I am planning on day 3 of the Search Engine Strategies Conference:
First, the Keynote Roundtable: Why Does Search Get the Credit for Everything? This session focuses on gaining a better understanding of how, when and where to attribute revenue gains.
The second session of the day for me will be either SEO Through Blogs and Feeds, which falls under the Organic Track and focuses on advantages blogs offer to SEO efforts or I will attend Social Media Marketing: What is it and What is it Good For? falling under the Social Media Track. This is the first year SES is offering the Social Media Track, which looks like it will be offering some strong sessions.
The next session I’m looking to attend also falls under the Social Media Track : Successful Tactics for Social Media Optimization (SMO). Here, I will learn how to tap into social media services.
Next, I will be attending yet another session in the Social Media Track. This one is entitled Social Media Analysis and Tracking and focuses on how social search can be used to drive traffic, conversions and increases ROI.
The last session of the day will be another Social Media Track offering, Facebook, Feeds and Micro-Blogging. This session is all about how social software and feeds are shaping the world we live in and changing the online user experience.
The day ends with yet another party! The Search Bash is hosted by WebmasterRadio.FM. I’ll try to post pics from this party as well as all of the others…stay tuned for Day 4..