Just like everything else on the internet, the world of search engine optimization (SEO) is in constant flux and nothing exemplifies that better than the agenda at this year’s Search Engine Strategies (SES) Toronto.

Although using appropriate keywords and other search engine optimization (SEO) strategies that have always been a part of the technique continue to play a major part, the content of a website appears to be more important than ever.

With that in mind SES Toronto will feature a conference session on copywriting which will teach the ins and outs of writing while touching on topics like headlines, tone and call-to-action text.

Another area of search engine optimization (SEO) that has grown dramatically in recent months and seems to be discussed endlessly is Twitter. Considering that it should be no surprise that SES Toronto is holding a conference session surrounding the world of Twitter.

"Twitter’s exemplary ability to offer real-time search capability is shaking up the search world," says SES in a press release. "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."

Showing the power of Twitter, a Q&A session following a panel discussion has asked that questions be submitted using Twitter at #sestortweet.