Agenda Day 1
SMX Stockholm, Sweden
19 & 20 September, 2011
Monday, 19 September, 2011
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8.00 9.00 |
Registration |
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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: |
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10.00 10.30 |
Coffee break |
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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 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: |
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Track 2 – SMX Boot Camps – Basics you need to know Keyword Research and Copywriting For Search Success Focus: SEM 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: |
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11.30 11.35 |
Session Break |
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11.35 12.30 |
Track 1 – Search for Marketers Searcher Behavior In A Multi-platform World Focus: SEM 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: |
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Track 2 – SMX Boot Camps – Basics you need to know Why Black Hat Is Dead Focus: SEO 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: |
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12.30 13.30 |
Lunch Break |
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13.30 14.30 |
Track 1 – Search for Marketers E-Retail SEO in a Post-Panda World Focus: Testing & Tools 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: |
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Track 2 – SMX Boot Camps – Basics you need to know Search Engine Friendly Web Design Focus: SEO “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: |
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14.30 14.40 |
Session Break |
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14.40 15.50 |
Track 1 – Search for Marketers Getting to Grips with Facebook Ads – Tactics For Search Marketers Focus: SEM 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: |
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Track 2 – SMX Boot Camps – Basics you need to know Conversion Optimisation Science Focus: SEM 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: |
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15.50 16.20 |
Coffee break |
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16.20 17.20 |
Track 1 – Search for Marketers Deep Inside Adwords Focus: PPC 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.
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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: |
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| 17.30 | Networking Reception – Exhibition Hall |
