Keynote:

Untangled Web: Why White Hat SEO Is the Way for You
– Room: C1/2

Marketing has always had an element of deception going back to P.T. Barnum, and search marketing has been no exception. Search marketing has always had a deserved reputation for snake oil, even to the point that smart tech commentators like John Dvorak believe that search marketers are nothing more than spammers. So-called “black hat SEO” has persisted for a simple reason–it has worked. But marketing, including search marketing, is becoming more and more a matter of customer relationships rather than traditional persuasion–now you can no longer fool people for any period of time, upending industries and practices that have long been based on fooling people. So what’s a marketer to do? Start long-term relationships with both searchers and search engines based on honesty. In other words, practicing “white hat SEO” is the path that will lead to your success.

Moderator:
Massimo Burgio, Co-Chair SEMPO
Speaker:
Mike Moran, Author / Chief Strategist, Converseon

Sponsor-Presentation:

Presentation of SEMPO
– Room: C1/2

Speaker:
Sara Andersson, Chair, SEMPO Scandinavia

Track 1: Search for Marketers

Social Media Marketing – Killer Tactics & Tactics That Get You Killed
– Room: C1/2

“But Twitter isn’t a search engine!” Actually, it does have one. Plus, tweets are now increasingly being featured in mainstream search results. Your Facebook pages are a parallel universe to your public web pages? Just as you implement search engine optimization tactics to improve web page rankings, Facebook offers many opportunities to enhance your visibility. In addition, Facebook’s self-serve image and text-based ads let you
advertise your own web page or even your own Facebook page. This session takes a close look at Twitter and Facebook and shows how search marketers can tap into the opportunities they offer.

Moderator:
Massimo Burgio, Co-Chair SEMPO
Speakers:
Massimo Burgio, Co-Chair SEMPO
Simon Sundén, Digital Director, Honesty

Track 2: Bootcamp

Keyword Research Tools & Techniques
– Room: C3

The first step to success with any marketing campaign is to know your message. With search marketing, that means knowing the search terms that are being used by your target audience. Understand what they’re searching for, and you can tune-in to their traffic via search engines. This session covers tools and techniques of performing keyword research.

Moderator:
Alan Webb, CEO, ABAKUS Internet Marketing GmbH
Speakers:
Alan Webb, CEO, ABAKUS Internet Marketing GmbH
Fredrik Åhlén, CTO, Agile Key AB

Track 1: Search for Marketers

Search Meets Display
– Room: C1/2

Search and display ads are two entirely different creatures, yet web surfers see them both, and research demonstrates that integrated search/display campaigns deliver superior results. What? Brand-enhancing display ads help search ads improve overall campaign performance? Yes. This session looks at the benefits of integrated search/display campaigns, best practices for implementing them, and how to allocate their contribution to results.

Moderator:
Massimo Burgio, Co-Chair, SEMPO
Speakers:
Magnus Nilsson, Search Marketing Director, Banner
Charles Lumley, Marketing Manager, Relation & Brand AB

Track 2: Bootcamp

Copywriting for Search Success
– Room: C3

It’s pretty simple. Want to be found for certain words? It helps to actually use those words in your web pages! This session covers the importance of textual content to search engines and how with some forethought, you can create HTML title tags and body copy that works to generate search traffic yet which also pleases your human visitors.

Moderator:
Andy Atkins-Krueger, CEO, WebCertain Group
Speakers:
Petra Snickars, Search Strategist, Search Integration
Andy Atkins-Krueger, CEO, WebCertain Group

Track 1: Search for Marketers

Mobile Search Apps & Opportunities
– Room: C1/2

Away from your computer, but need to search for something? There’s a smart phone app for that! More than 100,000 for the iPhone, 20,000 and growing for Google’s Android. This session looks at popular search apps on different devices, how they gather data and opportunities they offer to search marketers.

Moderator:
Massimo Burgio, Co-Chair, SEMPO
Speakers:
Andy Atkins-Krueger, CEO, WebCertain Group

Track 2: Bootcamp

Site Architecture
– Room: C3

To architecture your site so it is successful for search engines is not an easy task. You need to understand how specific page elements and design technologies impact your ability to gain good organic listings. File and directory structure, server-side includes (SSIs), 404 error trapping, JavaScript, robots.txt use, frames, secure area usage and much more will be covered in this session.

Moderator:
Kristjan Mar Hauksson, Director of Internet Marketing / Founder, Nordic eMarketing
Speakers:
Bernt Johansson, CTO, Klikki AB
Mikkel deMib Svendsen, Creative Director, deMib.com
Jonas Voss, Search Quality Analyst, Google

Track 1: Search for Marketers

Measuring Search Marketing and Act on the Findings
– Room: C1/2

What tools and techniques should be considered when measuring a search marketing program? What numbers and KPI’s does a search marketer study in order to understand what is critical and what are good results?

Moderator:
Massimo Burgio, Co-Chair, SEMPO
Speakers:
Magnus Nilsson, Search Marketing Director, Banner
Patrik Skogsfors, Client Manager, Relevant Traffic Sweden

Track 2: Bootcamp

Search Engine Friendly Web Design
– Room: C3

“I’m not designing my site for search engines,” is a common designer objection to SEO suggestions. But when search engines collectively have more users than either Internet Explorer or Firefox, how can you afford to ignore how they interact with your site. Search engines are like the third major browser, and if your site breaks for them, it breaks for all those potential visitors from search engines. Search engine friendly sites aren’t hard to create and can be attractive to both search engines and human visitors at the same time.

Moderator:
Kristjan Mar Hauksson, Director of Internet Marketing / Founder, Nordic eMarketing
Speakers:
Hessam Lavi, Senior Consultant – SEO & Web Analytics
Anu Ilomäki, Strategist, Search Quality, Google

Track 1: Search for Marketers

Case Studies
– Room: C1/2

1) Conversion Optimization: Conrad Electronic

Examples and workflows for maximum results in a company-agency relationship.

Moderator:
Massimo Burgio, Co-Chair, SEMPO
Speaker:
Martijn Beijk, SEO & Webanalytics consultant, Onetomarket

2) The Hidden Value Of Forms – How Improving Your Order Forms Can Optimize Sales By More Than 100 % – In All Channels

Very often we are so focused on SEO and attracting more visitors that we forget what we want to do with them! Yes, the landing pages ARE important – but what happens with the visitors once they leave the landing page and go deeper into the site, reaching your order forms – the one place visitors really shouldn’t leave?
Participate in this session if you would like a peek inside the mind of the users and want to be able to think a bit outside the SEO box.
See how changing the way you perceive and guide your visitors in the ordering flow can double your return on SEO – and learn how Telia used this approach to double their sales in all online channels without increasing the cost.

Moderator:
Massimo Burgio, Co-Chair, SEMPO
Speakers:
Marina Nielsen, Web Master, Telia Denmark
Steen Rasmussen, Senior Partner and Scandinavian Online Optimisation Specialist, IIH Nordic

Track 2: Bootcamp

Link Building Fundamentals
– Room: C3

Links are the way search engines made the great leap forward from Search 1.0 to 2.0. They remain one of the most important factors influencing rankings. This session covers how search engines perform link analysis to rank pages and how to increase your traffic by building quality links in an appropriate fashion.

Moderator:
Kristjan Mar Hauksson, Director of Internet Marketing / Founder, Nordic eMarketing
Speakers:
Christofer Brugge, CRM, Search Integration
Simon Sundén, Digital Director, Honesty