Search Engine Room 2009Search Engine Room has just been held in Sydney. It was a great day and images will be posted soon. Meanwhile, check out the program below.
SEARCH ENGINE ROOM 2009 PROGRAM - DOCKSIDE, SYDNEY, NOVEMBER 18 -
8.30am - 9.30am Checking In: Start the day with a cup of coffee, some networking and a chat with the exhibitors and fellow attendees.
10.00am - 10.30am The Click Economy: The dynamics of advertising have changed more in the past five years than the past 500. Search, now worth an estimated $800m a year, has been the catalyst. Suddenly it’s about performance, clicks and outcomes rather than renting a space and hoping for the best. This keynote address from Australia’s most respected business commentator examines the latest trends while speculating how this moveable feast will evolve and the impact that will have on both advertising and publishing.
10.30am - 11.00am: Morning Tea and Exhibition MORNING SESSION - TWO STREAM FORMAT 11.00am – 12.30pm: Stream One Traffic: Every day, millions of Australians head online, fuelling a still rapidly growing though ever-evolving digital economy. Where are consumers going and what are the latest internet trends, search and otherwise? This session also examines some of Australia’s most popular websites and analyses their success in attracting the Holy Grail of all online marketers – the right kind of website traffic.
Search Patterns: See how consumers actually use the internet to search for products or information. It’s not as simple as you would think. This session draws on a series of usability studies in which consumers were set specific search tasks across a range of industries such as travel, health insurance, banking, entertainment and car insurance.
Social Media and Search Engine Visibility: You can’t get away from social media – blogs, tweets etc – which are starting to have a real impact (positive and negative) on search results. This session provides a guide to managing social media while maximising exposure through the search engines.
11.00am – 12.30pm: Stream Two Twice As Much for Half The Cost: Can it be done? It’s the question on everyone’s lips right now with little chance of search marketing budgets being increased any time soon. This session examines strategies for increasing search engine visibility while cutting back on costs. It will cover SEO, SEM, strategies and practicalities.
New Rules Apply – Redefining ROI: Search inflation has taken off over the past three years – some estimate that in competitive categories paid search rates are now 100% more than in 2006. Not only has this placed the focus firmly back on SEO, it has also a dramatic reassessment of the return on investment metrics used to measure the success of search campaigns. There is much deeper analysis of the relationship between online search and offline acquisition. Latest thinking here.
Branding and Search: This is a more complicated subject than many would have you believe. It's not just about using search for branding, it's about employing search tactics to capitalise on branding strategies employed across various mediums. Examines 'wholistic ROI' and the concept that 'last click doesn't win'.
SEO & Website Migration: It’s crucial when updating or re-launching a website to retain search engine ranking equity. But it’s something many companies neglect. Most migration issues can be prevented with testing and the right strategy. In this session you'll learn how to identify the pitfalls before they cause havoc, put a plan in place to mitigate traffic and sales losses, and forecast traffic losses/gains to ensure proper management. Features examples from Officeworks and Carsguide.
12.40pm – 2.00pm Lunch and Exhibition AFTERNOON SESSION - TWO STREAM FORMAT 2.00pm – 3.30pm: Stream One - Search and Performance Marketing
Performance Marketing – What Is It, Where Is It At? A ground-up perspective on Performance (otherwise known as Affiliate) Marketing; how it works, the different models and its relationship with search, looking at things like arbitrage and traffic generation.
Secondary Search: There’s a lot happening beyond the obvious in search these days. One of the fastest-growing areas is ‘secondary search’ – everything from comparison sites to paid search networks – which are playing an increasingly important role in many campaigns.
Panel Discussion: Evan Balafas from Excite Digital Media joins the speakers for a panel discussion on the topics above.
2.00pm – 3.30pm: Stream Two - The Case Studies
Instant Recall - Case Study: First hand account of the SEO overhaul of the Recall Document Management Service website strategy covering keyword selection and optimisation, geo-targetting, source code cleanup, developing and implementing a link badge campaign and other initiatives. Owned by Brambles, Recall operates in 22 countries and 300 locations.
Woolworths – Case Study: The IAB award-winning SEO story behind the launch of a new credit card and website – www.everydaymoney.com.au – from Australia’s largest supermarket chain. With limited time, strong ranking and visitation results were achieved with an approach that focussed on three key issues for any new site: technology, content and link building.
Using Maps and Local Search To Unlock Google SEO: Thanks to Universal Search, maps are becoming increasingly visible in Google search results. Ergo, a map optimisation strategy is essential to any effective SEO campaign. But many are neglecting this facet of SEO, opening up big opportunities for those who do.
3.30pm – 4.00pm Afternoon Tea and Exhibition CONFERENCE - CLOSING SESSION Affirmative Team:
Negative Team:
4.30pm - 5.30pm Drinks and Networking...
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EventsSearch Engine Room is Australia's original search event, held annually in Sydney. The 2010 conference is due in November - any queries, contact Martin Kelly. Meanwhile, check out event images below and also in the SER photo gallery.
2009 SPONSORS:
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