SES Toronto Adds Copywriting, Landing Page and Twitter Sessions

SES Toronto gets underway June 8-10, 2009, at the Sheraton Centre Toronto. With just a week to go, largest search engine marketing conference in Canada today announced the addition of copywriting, landing page and Twitter sessions to the already packed conference agenda.

SES Toronto 2008 crowd.jpg The event is organized and programmed in cooperation with the SES Advisory Board, Search Engine Watch and Andrew Goodman, the founder and president of Toronto-based Page Zero Media.

In a press release distributed this morning, Goodman says, “Although most of the conference agenda was set months ago, we kept a couple of slots open for sessions that covered topics that needed to be addressed. I’m excited that we found one for each of our concurrent tracks: Nuts & Bolts, Corporateville, and Geek Track.”

The three new conference sessions are:

Copywriting: 45-Minute Boot Camp: Copywriting requires special skills in the search marketing world. Writing ads for paid search requires three parts science, two parts audience research, and at least one part creativity. SEO copywriting requires a mix of skills, including an understanding of the balance between a natural flow, and the importance of keyword research. And improving conversion rates on landing pages may require testing long versus short copy, headlines, benefits copy, tone, call-to-action text, and more. Our experts share their top tips to maximize your search campaign performance by choosing the right words to connect with customers and bots alike.

Search Ads & Landing Page Clinic: Does your PPC ad make a promise that your landing page can’t keep? Make sure that your ad copy and landing page contents are in alignment to ensure a smooth and profitable visitor experience. This clinic will examine actual ads and landing pages offered up by volunteers from the audience.

The Ins & Outs of Twitter: Of all emerging social media platforms, Twitter is perhaps the most talked (or should we say tweeted) about today. Coming seemingly out of nowhere, Twitter’s exemplary ability to offer real-time search capability is shaking up the search world. And surely, retweets, follower counts, and mentions on Twitter should be factored into the search algorithms of the very near future. There are also downsides and even dark sides to improper use. Panelists discuss, with a longer Q&A period to take your posts, as submitted on Twitter to #sestortweet.

Goodman likes to remind me that the search engine market in Canada is similar but different than the one in the United States. For example, Google received 80.2 percent of all Canadian searches conducted in the 12 weeks ending April 25, 2009, according to Hitwise. MSN search properties, Yahoo! search properties and Ask search properties received 8.8 percent, 7.3 percent and 2.8 percent, respectively. By comparison, Google accounted for 72.7 percent of all U.S. searches conducted during that period, according to Hitwise. Yahoo! Search, MSN Search and received 16.3 percent, 5.7 percent and 4.0 percent, respectively.

At SES New York, Byron Gordan of SEO-PR asked Goodman to provide a preview of SES Toronto. Goodman said he expects many new faces to the search marketing field to attend this year’s conference.

Andrew Goodman, Page Zero Media, previews SES Toronto 2009

For more information about SES Toronto 2009, go to rates and registration details. To follow news about SES Toronto 2009 on Twitter, go to

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