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Calgary Conference Session Plan Detail

We'll be including speaker names to the sessions as soon as all speaker slots have been filled. If you would like to speak at SEMCanada, please review the Speaker Pitch Guidelines. Sessions are filling up fast, so please do submit your speaker proposal as soon as possible. Deadline for proposals is the 15th June.

Beginner to Intermediate Level


What is Search Engine Optimization and How it Can Benefit My Company

September 4, 10:10 - 11:10

This session starts at the very beginning of what Search Engine Optimization is with full definitions, terms you are likely to come across, and key requirements from a usability perspective.

The session will also look at how effectively optimizing your web site will increase both your exposure in the search engines as well as your rankings in the search engine results pages (SERPs).

Speakers will provide case studies, data and recent research along with the basics to provide real working example of how their clients have benefited from SEM.


Usability Site Clinic - let's Assess YOUR site!

September 4, 11:20 - 12:20

Audience members will be asked to volunteer their sites for a usability audit. Panel member insights with alternative solutions for a range of usability issues will be discussed for offered audience member sites.

We invite you to meet one on one with your speakers at the All Session Q&A; to get any specific answers regarding your site if you don't get audited in this session.


Onpage SEO: Search Friendly IA, Copy, Design & Development

September 4, 1:40 - 2:40

Based on the introduction session as well as the live usability site audit clinic, this session delves a little deeper into the how's, where's and why's of including identified keywords into your website code. Starting with keyword research we move into IA, copy, design, and development.

We consider URL and image naming, navigation, ALT attributes, title tags, META data, page copy, flash, ajax, tables, iframes and more. Each element will be illustrated via examples, and supported with data.

This is a beginner session and will not go into any detail regarding any of these individual points, but rather provide an oversight of what each element is, and how it can best be addressed from a usability and SEO perspective.


Favorite SEO tools, Tips, Tricks and Techniques

September 4, 2:50 - 3:50

Our panel gives up the dirty on their favorite SEO tools, including keyword research tools, crawlers, server status checks, backlink text, advanced operators, best browsers, keyword density, and much more.

Attendees are guaranteed to leave this session armed with an arsenal of easy to use tools to facilitate your next SEO project.


SEO Site Clinic: let's SEO Audit YOUR site!

September 5, 9:40 - 10:40

So you think your site is SEO'd?

Despite what we've covered, or because of it, you are now either convinced that your site really is SEO'd, or that you have some work to do to get there!

The panel will ask for audience member sites to audit live: This session is a beginner session is will be conducted in the manner of an SEO Gap Analysis, highlighting numerous onsite factors. The panel will identify issues or point out effective methodology as well as provide their insights and alternative approaches to best dealing with many very common onpage SEO difficulties.

(If you would like us to consider your site for a gap analysis, please let us know .)


Offpage SEO: Link Building Techniques

September 5, 10:50 - 11:50

Linking is not usually fun, but it can be!

We run through the basics of best practice link building, from the most basic, to semi-advanced techniques.

Who to approach, why and how, and best practice is covered in this session.

For a small to medium site this session will provide you with invaluable insights on how to get your site 'out there'.

(Full SMM link building is covered in the advanced link building session.)


September 5, 1:10 - 2:10

We cover the major engine's programs; their good points, bad points, and how to get going (with contacts).

The session deals with where, why and how you can effectively integrate paid search into your marketing mix, citing real life examples.

Research, data and application of results to the Marketing mix is discussed.

A sample of some of the paid search firms with excellent reputations in terms of customer service and results in both Canada and the US will be listed at the end of the session, and included in an email for attendees.


Search Engine Marketing & Analytics

September 5, 2:20 - 3:20

We identify the important analytics elements.

We discuss whether certain analytics differ in importance for in-house vs. agency SEM professionals.

We identify the best free and paid programs, what they offer and how much they cost.

We determine how best to interpret core analytics program analytics data


Intermediate to Advanced Level


Advanced Keyword Research

September 4, 10:10 - 11:10

The latest and most advanced data mining and competitive analysis techniques are show-cased.

Panelists will discuss competitive research techniques, KEI measurements and application, keyword-to-business relevance, financial feasibility in keyword selection, and other factors.

The session will also look at the best metrics for measuring keyword selection processes.


Effective SEM Integration Across Disciplines & into the Marketing Mix

September 4, 11:20- 12:20

The latest research in terms of search spend as a proportion of online ad spend will be discussed.

Case studies of effective integration of search into the online marketing mix will be presented in terms of exposure, clickthroughs and ROI.

The integration of offline and online marketing and the results on search and click-throughs will be covered and analyzed.

The panelists will present the most effective ways to efficiently integrate search, overcome lack of education and understanding, and show results.


Video, Image, Local And Mobile Search

September 4, 1:40 - 2:40

The panelists will cover the latest in video, image, local and mobile search research.

Optimization tips, tricks and techniques will be covered.

Best use of each of these search media will be discussed as well as the financial feasibility of where and when to best use each for large businesses and SMOs.

Best metric and analytics tools will be weighed and measured.


September 4, 2:50 - 3:50

Panelists will discuss search related issues with international sites including CMS, duplicate content and barriers.

A case study of the use of Flash and Javascript will be included, and

Panelists will consider international opinion, search engines restrictions and possible penalties.


SMM & Advanced Linkbuilding Techniques

September 5, 9:40 - 10:40

The latest research on social networking and social media marketing will be presented.

Social networks and communities, videos, gadgets and groups will be discussed what works best, for whom and how to harness the social networking environment in a manner that is not going to bury, alienate or obfuscate your efforts.

We look at blogs, evangelizing bloggers, and methods for maximizing blog and blogger effectiveness.

The panel will also illustrate the latest and most advanced linking methods and services.

Paid links will be discussed in the light of both their real and perceived value and Google's ongoing war.


Gadgets: Branding, Linkbuilding and Exposure in terms of Rankings and Direct Traffic

September 5, 10:50 - 11:50

Panelists will look at gadgets using case studies focusing on success stories by industry, as well as on where gadgets may not be the optimal choice of medium.

Panelists will also consider whether gadgets work best from a pure marketing perspective in terms of direct traffic generation, or if they work best from an SEO perspective in terms of viral link-bait. Are the two objective mutually exclusive? How does the campaign objecive influence gadget conception, design and delivery?.. and more.


Advanced Analytics

September 5, 1:10 - 2:10

Case studies using various advanced web analytics software programs will be illustrated.

The panel will consider which metrics are the most meaningful, how best to interpret them, and how best to utilize metrics to forecast for future search campaigns.

Demographics and keyword research will be considered.

Application of findings will also be discussed. *Warning. This might be painful*


Blended Search, Patents and the Next Frontier

September 5, 2:20 - 3:20

What's the latest buzz on blended search is it here to stay? Why?

How can you best harness the new search environment to ensure your business appears.

What are the challenges and opportunities?

What do the patents have to say?

Where is search going? Is it obsolete? Is Mahalo set to take over? Does the decline in search engine trust mean the demise of search as we know it?

This promises to be a fast-paced, opinion-packed, research-stuffed, controversial session!


Consumer Behavior and Reputation Management: How's YOUR Online Reputation Faring?

September 5, 3:30 - 4:30

We delve into the world of behavioral marketing and research with search twist.

We look at what are folks looking for and what they want and expect to find

Panelists will discuss search expectations, how much authority is placed on reviews and opinions, and will touch on the impact of social influence marketing (SIM).

Initial discussion by panel members on consumer behavior will include reputation management and will be followed by a live review of the online reputation of audience members.

Are you brave enough to be repped?


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