Optimize Your Schedule for SES NY

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


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


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

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


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


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


5:30am- 6:30am

Evening Forum With Danny Sullivan

Day 4 Friday, April 13, 2007


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.

Search Headlines

We report the top search marketing news daily at the Search Engine Watch Blog. You’ll find more news from around the Web below.

Related reading

The home page for Kiddle search engine
Google Shopping

Simple Share Buttons