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Jonathan Casuncad, another Search Engine Marketer, was one of the speakers. He discussed about the the good, the bad and ugly side of SEO. He also discussed how to make a good title tag, description, keyword tag, and web content for your site, and good links that are relevant to your site.
Compared to normal ads that get in the way of good content (aka. Pacquiao title fight that was loaded with lots of ads) SEO does not get in the way; it gives you more control and extends your reach globally.