IRCE 2009 Session Descriptions

Listed below is the individual session description. To view a speakers' bio simply click the links inside the session description.

Day One—June 15, 2009: Search Engine Marketing Workshop

Search Engine Marketing: Advanced Strategies for a Competitive Market
Search marketing is one of the most widely used marketing techniques by online retailers. Yet search marketing is complex and requires extensive and specialized knowledge for a program to be successful. This day-long workshop is designed to provide in-depth strategies, tactics and techniques that retailers can apply immediately to improve their search engine marketing programs.

9:30 AM - 10:15 AM

Speed counts—even in search engine marketing

Jay Greenberg, Director of E-Commerce, Spencer Gifts

Imad Mouline, Chief Technology Officer, Gomez Inc.

Google upped the ante in search marketing when it revised its rules to take page weight into account when determining relevance, which affects a site's position in paid search results. Suddenly, success in search marketing became not just a matter of understanding algorithms and managing keywords but also of managing a site's content, design and underlying technology. This session will feature an expert in deliverability who will tell retailers what they need to know to make sure their pages meet Google's criteria and how that will affect their search campaigns and site content. He will be joined by a retailer who will discuss the changes his site had to make to succeed under the new rules.