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14-15 October, 2013

Agenda Day 1

SMX Stockholm, Sweden
19 & 20 September, 2011

Monday, 19 September, 2011

 8.00
 9.00
Registration
 9.00
 10:00

Keynote:

Getting Ready for Search 3.0

Leveraging over 15 years of global search marketing experience, Bill will review the current state of search marketing and his view of the future. Bill will talk about the things search marketing advertisers and agencies should be doing today to leverage the eventual upturn in the global economy to increase their business and client opportunities. He’ll also take a closer look at the synergies with other forms of marketing such as social media and how to leverage their integration to maximize the real opportunities of connecting with potential consumers at their very time of interest and need for your products and services drive broader awareness and increased revenues.

Moderator:
Sara Andersson, Founder & Senior Strategist, Search Integration Sweden AB
Speaker:
Bill Hunt, President, Back Azimuth Consulting

10.00
10.30
Coffee break
10.30
11.30

Track 1 – Search for Marketers

The New Search Universe: Google, Bing, Twitter, Facebook, You Tube, Foresquare – Hype Or Opportunity

Focus: SEM and SEO
Level: ALL

The last ten years was the decade of Google. But now the search market is changing rapidly. Is Facebook becoming the new Google? What is the significance of the massive development of Apple and Android Apps? What do the users want and how should marketers react to the new situation? What are the opportunities, what is only hype? Come join us for this expert discussion and learn about the future of search.

Moderator:
Sara Andersson, Founder & Senior Strategist, Search Integration Sweden AB
Speakers:
Sam Crocker, SEO Associate Director, OMD Group
Niels Dörje, Partner, Tandler.Doerje.Partner
Simon Sundén, Co-Founder, Lissly
Bas van den Beld, Search & Social Expert, Trainer, Speaker & Publicist

Track 2 – SMX Boot Camps – Basics you need to know

Keyword Research and Copywriting For Search Success

Focus: SEM
Level: ALL

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. And though it sounds obvious, 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 work to generate search traffic which also pleases your human visitors. You will also hear how title and meta description optimisation can help you to boost your CTR.

Moderator:
Bernt Johansson, CTO, Klikki AB
Speakers:
Motoko Hunt, Founder, Search Strategist, AJPR LLC
Gillian Muessig, Co-founder, SEOmoz
Ann Stanley, Managing Director, Anicca Digital Solutions

11.30
11.35
Session Break
11.35
12.30

Track 1 – Search for Marketers

Searcher Behavior In A Multi-platform World

Focus: SEM
Level: ALL

Understanding searcher behavior is one of the central pillars of effective search marketing. And more than ever, it’s important to not just understand what people are searching for, but how they are searching – using a computer, television, mobile device – because this provides important clues as to why they are searching and may change the experience you offer to them.

Moderator:
Sara Andersson, Founder & Senior Strategist, Search Integration Sweden AB
Speakers:
Magnus Nilsson, Managing Director, RED Performance
Lasse Clarke Storgaard, Head of Search, MediaCom

Track 2 – SMX Boot Camps – Basics you need to know

Why Black Hat Is Dead

Focus: SEO
Level: ALL

It is more important than ever for brands to focus on best practice linkbuilding and on-site architecture. Though linking seems easy, it’s a far more subtle art than most realise and there are right and wrong ways to conduct your linking campaign. In this session, Martin will skewer some link building sacred truths and look at how search engine algos have evolved, how the over reliance on manufactured links has come about and give realtime and interactive examples on how you “could” scale manufacture links on a large scale. Get the inside knowledge on how Google is currently adapting and what you will need to bear in mind in the near future.

Moderator:
Bernt Johansson, CTO, Klikki AB
Speaker:
Martin MacDonald, Head of SEO, OMD Group

12.30
13.30
Lunch Break
13.30
14.30

Track 1 – Search for Marketers

E-Retail SEO in a Post-Panda World

Focus: Testing & Tools
Level: ADVANCED

Online retailers have unique needs and face unique challenges when it comes to search marketing. Alex presents the results of the largest e-retail study ever on the factors that drive organic search rankings for product pages and product content. Servio is researching more than 10,000 keywords and reviewing more than 300,000 pages in this study.

Moderator:
Sara Andersson, Founder & Senior Strategist, Search Integration Sweden AB
Speaker:
Alex Edelstein, CEO and Co-founder, Servio

Track 2 – SMX Boot Camps – Basics you need to know

Search Engine Friendly Web Design

Focus: SEO
Level: ALL

“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. Attend this session and learn how to create search engine friendly sites that are equally appealing to human visitors.

Moderator:
Bernt Johansson, CTO, Klikki AB
Speakers:
Fredrik Andersson, Team Lead, Google Ireland
Stavros Bilis, Senior SEO Specialist, Produktion 203

14.30
14.40
Session Break
14.40
15.50

Track 1 – Search for Marketers

Getting to Grips with Facebook Ads – Tactics For Search Marketers

Focus: SEM
Level: ALL

Not advertising on Facebook? You’re missing out on potential traffic from the second largest internet website, with more than 500 million unique users. And if you’re familiar with Google AdWords or Microsoft’s adCenter you’ll love Facebook’s self-serve image and text-based ads that let you advertise your own web page or even your own Facebook page or event. Other cool features? Social actions, targeting, real time reporting… you really should make time to friend this program at SMX.

Moderator:
Sara Andersson, Founder & Senior Strategist, Search Integration Sweden AB
Speakers:
Magnus Nilsson, Managing Director, RED Performance
Brent Payne, Founder & Top Bald Guy, BaldSEO, LLC

Track 2 – SMX Boot Camps – Basics you need to know

Conversion Optimisation Science

Focus: SEM
Level: ALL

Testing alternative landing page content can dramatically increase conversion rates. But how do you come up with ideas for what to test? Should you go with straightforward A/B testing, or invest the time and resources to conduct more complex multivariate tests? How do you know when to stop? Or should testing and tuning be an ongoing optimisation process? Our scientists will share their insights on these and other questions to help you get the most from your landing pages.

Speakers:
Gillian Muessig, Co-founder, SEOmoz
Yonatan Weic, Senior Sales Executive EMEA, Acquisio
Kristoffer Ewald, Senior Vice President Strategy, Guava Danmark A/S

15.50
16.20
Coffee break
16.20
17.20

Track 1 – Search for Marketers

Deep Inside Adwords

Focus: PPC
Level: ALL

Google AdWords as a channel is constantly evolving and growing in complexity, but also in possibilities for savvy PPC-marketers. Join this session for a journey deeper inside AdWords, and learn about what factors have an influence on your Quality Score, and how to protect it! Find out secrets and myths, as well as Goolge’s weak points, and get insight into the four key aspects of AdWords marketing, which will not only save you time, but will seriously help grow your AdWords ROI.

Moderator:
Sara Andersson, Founder & Senior Strategist, Search Integration Sweden AB
Speaker:
Henrik Stenmann, Senior Partner & Scandinavian Online Marketing Specialist, IIH Nordic

Track 2 – SMX Boot Camps – Basics you need to know

Measuring Success in Social Media

Measuring success in social media campaigns is notoriously difficult to achieve. Issues include, deciding which metrics are relevant, to how these can be compared with what happens on your actual website. Brian explains a technique that can help you get to grips with this using Google Analytics and illustrates it with a blog-twitter case study.

Moderator:
Kristoffer Ewald, Senior Vice President Strategy, Guava Danmark A/S
Speakers:
Brian Clifton, Author & CEO, Advanced Web Metrics
Simon Sundén, Co-Founder, Lissly

17.30 Networking Reception – Exhibition Hall