Why search engine marketers should attend SES Toronto 2008

Search engine marketers on both sides of the Canadian – American border should attend Search Engine Strategies Toronto, which is being held at Metro Toronto Convention Centre June 17-18, 2008.


If you are one of the 1,250 alumni who attended SES Toronto in 2007 from Canada, the United States or another country, then you will find that more than 70 percent of this year’s 28 keynotes, panels, sessions, workshops and training classes are brand new. And, since more than 70 percent of the 27 sessions in 2007 were “different” from the ones in 2006, even industry veterans like me – who have attended every Search Engine Strategies Toronto since 2004 – need to keep coming back year after year to keep up with the latest developments.

If you have never attended a Search Engine Strategies conference before, then plan on going to SES Toronto 2008. There is no better time to start learning the key strategies for maximizing the search visibility of your web site. As I mentioned in “Introduction to Search Engine Marketing at SES New York 2008,” the most popular method used to improve search engine rankings back in 2000 was “changing metatags.” Today, Google uses over 200 signals for ranking. And that doesn’t even count the complexities of their paid search program, Google AdWords.

And, if you register before Friday, May 30, you can take advantage of the Early Bird Special, which will save you $150 CAD on a Platinum Passport.

Whether you are an SES alumni or a first time attendee of Search Engine Strategies Toronto you may want to bring a couple of colleagues along with you to this year’s conference.


A quick look at the conference at a glance will show you that SES Toronto 2008 features 21 sessions and workshops in three concurrent tracks. Since no one person can attend every session and workshop, can your organization afford to miss two-thirds of what the marketing team needs to know to compete successfully in the coming year?

And, if you sign up together, you can qualify for the Special Group Discounts. While the first conference registrant pays full price, the second and subsequent person from the same organization, registering at the same time qualifies for 50% off their registration fee (of equal value).

As you can see from the conference agenda below, each of the sessions has been designed for different members of the marketing team. There are three tracks: Get Me Up to Speed, Practical & Actionable, and Advanced.

SES Toronto Conference Chairman, Andrew Goodman, and SES Global Content Director, Kevin Ryan, have created tracks for those who have never attended a Search Engine Strategies event before, those who want become – and remain – a top performer in their field, as well as SES Toronto alumni who are search engine marketing experts.

Day 1 – Tuesday, June 17, 2008
8:00-9:00am Morning Coffee

9:00-9:15am Conference Welcome & Orientation

9:15-10:00am Opening Keynote

10:00-11:00am Expo Hall Grand Opening

Get Me Up to Speed: Introduction to Search Engine Marketing
Practical & Actionable: Search Around the World: UK, Europe, Asia Pacific & Latin America
Advanced: Universal & Blended Search

12:15-1:15pm Networking Lunch

1:15-2:15pm Orion Panel: All Star Analytics Team

2:15-2:30pm Session Interval

Get Me Up to Speed: State of Search Marketing in Canada
Practical & Actionable: Getting Found in Maps & Local Search
Advanced: Paid Search – Advanced Issues

3:45-4:15pm Afternoon Break in the Expo Hall

4:15-5:30pm Workshops

5:30-6:30pm Networking Cocktail Reception in the Expo Hall

Day 2 – Wednesday, June 18, 2008

8:00-9:00am Morning Coffee

9:00-10:00am Keynote Presentation

10:00-10:30am Morning Coffee Break in the Expo Hall

Get Me Up to Speed: Search Advertising 101
Practical & Actionable: What’s Different About B2B? Tailored Strategies
Advanced: User Search Behavior

11:45am-12:45pm Networking Lunch

Get Me Up to Speed: Keyword Research: Purpose, Tools and Tactics
Practical & Actionable: SEM Toolkit: Marketers Share
Advanced: Social Media Success

2:00-2:30pm Afternoon Break in the Expo Hall

Get Me Up to Speed: Link Building: The Basics & Beyond
Practical & Actionable: Accessibility, Usability & SEO
Advanced: Web 2.0 & Search Engines

3:45-4:00pm Session Interval

Get Me Up to Speed: SEO Don’ts, Myths & Scams
Practical & Actionable: Site Clinic
Advanced: Giving Credit Where It’s Due: Which Campaign Sold What?

If you want a second opinion about why you should attend Search Engine Strategies Toronto, check out my interview below with Andrew Goodman, SES Toronto Chairman and founder of Toronto-based Page Zero Media.

Andrew Goodman, PageZero, SES London 2008 Universal Search

Andrew is also co-founder of Traffick.com, an award-winning industry commentary site, and frequently quoted in The Wall Street Journal, National Post, The New York Times, Globe and Mail, Marketing Magazine, New Media Age and other publications. He is author of Winning Results with Google AdWords (McGraw-Hill), with the 2nd edition due out in July 2008. He lives in Toronto with his wife Carolyn.

Andrew insists that I disclose that I was one of the top-rated speakers at last year’s SES Toronto – among other top-rated speakers such as last year’s keynote, Seth Godin. Hey, if that’s his idea of “arm twisting,” then I’m looking forward to being there again this year. It’s always a great experience and you’re always in great company.

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