SMX Advanced Seattle Agenda – June 7, 2011 – Expo Hall Hours: 10:15am – 7pm

7:30am-9:00am
(1 hr 30 min)

Breakfast & Registration

9:00am-10:15am
(1 hr 15 min)

SEO & Social Media Track

The New Periodic Table Of SEO
– The major “elements” of SEO are well known: HTML titles, domain authority, textual content and more, including that most plentiful but elusive “hydrogen” of the SEO word, links. But new elements are being discovered including merchant reputation, user reviews, content quality and social signals such as Google’s new +1. This panel looks at both traditional and new elements that form the “SEO Periodic Table.” What combinations are key to success?

Moderator: Danny Sullivan, Editor-in-Chief, Search Engine Land

Q&A Moderator: Jeff Ferguson, CEO, Fang Digital Marketing

Speakers:

Matthew Brown, Founder, AudienceWise
Rand Fishkin, CEO, SEOmoz
Duane Forrester, Senior Program Manager SEO, Microsoft
Jeff MacGurn, Director of SEO, Covario

Paid Search Track

Quality Score: The Unwritten Manual For Google AdWords & Bing adCenter
– Google (and now Microsoft) place enormous emphasis on Quality Score, a formula that determines both the display position and ultimate cost of ads. Much has been written about Quality Score, but this session goes beyond common lore, and does more than simply list similarities and differences between Google and Microsoft’s formulas for calculating quality, providing important insights that all advanced advertisers need to succeed.

Moderator: Matt Van Wagner, President, Find Me Faster

Q&A Moderator: Kelly Gillease, VP Marketing, Viator

Speakers:

Craig Danuloff, President, ClickEquations Inc.
Ping Jen, Product Manager for Quality Score, Microsoft
Joseph Kerschbaum, Client Services Director, Clix Marketing
David Rodnitzky, CEO, PPC Associates
Frederick Vallaeys, Product Evangelist, Google

Off The Beaten Track Track

Overlooked, Underloved & Unknown Analytics
– All analytics packages come with dozens, if not hundreds of reports that slice, dice and segment countless variables, all purporting to offer comprehensive metrics about the performance of your search marketing campaign. While many of these reports are great, you can often get much deeper insights – and “ah-ha” takeaways – from lesser known or even undocumented reporting options. Speakers in this session show you how to tap into these undiscovered gems.

Moderator: Chris Sherman, Executive Editor, Search Engine Land

Q&A Moderator: Robert Cooley, CTO, OptiMine Software

Speakers:

Madan Bharadwaj, Vice President, Visual IQ
Allison Hartsoe, VP Analytics, Semphonic
Phil Mui, Group Product Manager, Google
Khalid Saleh, President, Invesp

10:15am-11:00am
(45 min)

Expo Hall Grand Opening & Refreshments
Relax after the morning session by touring the expo hall during its grand opening and help yourself to ample, scrumptious refreshments!

11:00am-12:15pm
(1 hr 15 min)

SEO & Social Media Track


Solution Spotlight by BrightEdge (11:00-11:05)
Solution Spotlights are brief introductions to relevant products and services offered by SMX exhibitors and sponsors.


Yes, Virginia, Tweeting Is SEO
– Still think Twitter is a waste of time? Think again. Tweets impact how regular search results rank. Good “TwitterBait” can be a major and easily gained source of relevant links. Tweets also get you into a variety of social search engines. This session covers how the SEO pro should be tapping into the Twitter platform.

Moderator: Danny Sullivan, Editor-in-Chief, Search Engine Land

Q&A Moderator: Jeff Ferguson, CEO, Fang Digital Marketing

Speakers:

Michael Hayward, CEO, ROI Labs
Jennifer Lopez, Community Manager, SEOmoz
Sean Percival, Vice President, Online Marketing, Myspace
Elle Shelley, VP Social Media, Zog Media

Paid Search Track


Solution Spotlight by AdGooroo (11:00-11:05)
Solution Spotlights are brief introductions to relevant products and services offered by SMX exhibitors and sponsors.


Advanced PPC Analytics
– PPC dashboards provide rich insight into how your campaigns are performing. But it’s possible to dive much deeper into the metrics that show how your campaigns are really doing, teasing actionable insights from data that can boost ROI and squeeze even more performance out of your ads. Speakers in this session show you how.

Moderator: Matt Van Wagner, President, Find Me Faster

Q&A Moderator: Joseph Kerschbaum, Vice President of Client Services, Clix Marketing

Speakers:

Alex Cohen, Senior Marketing Manager, ClickEquations
Adam Goldberg, Chief Innovation Officer, ClearSaleing
Frank Kochenash, VP Client Services, Mercent
Wister Walcott, co-founder and EVP of products, Marin Software

Off The Beaten Track Track


Solution Spotlight by blekko (11:00-11:05)
Solution Spotlights are brief introductions to relevant products and services offered by SMX exhibitors and sponsors.


SEO & Competitive Intelligence
– Your competitors are smart and aggressive. Knowing their search marketing strategy allows you to validate your own, and to outflank them with innovative tactics. Search analytics is the answer. This session shows you how to implement and profit from a comprehensive competitive intelligence campaign.

Moderator: Matt McGee, Executive News Editor, Search Engine Land

Q&A Moderator: Mark Munroe, Senior Director, SEO, Reply

Speakers:

Seth Besmertnik, CEO, Conductor
Mitul Gandhi, Chief Architect, seoClarity
John Straw, Founder, Linkdex

12:15pm-1:45pm
(1 hr 30 min)
Lunch sponsored by
Sponsored by aimClear


Lunch & Expo Hall Time

1:45pm-3:00pm
(1 hr 15 min)

SEO & Social Media Track

The Really Complicated Technical SEO Infrastructure Issues
– It’s one thing to know you should use 301s, but how do you really implement that in an IIS 5.0 environment? Or as part of a server migration that includes resetting cookies for a new domain? Is Google’s crawlable AJAX standard the best way to go or are there pitfalls you should be aware of? What about pagination that numbers the thousands? In this session, we’ll address the tough technical issues with real solutions.

Moderator: Vanessa Fox, Contributing Editor, Search Engine Land

Q&A Moderator: Alex Bennert, In House SEO, Wall Street Journal

Speakers:

Jonathon Colman, Internet Marketing Manager, REI
Kavi Goel, Product Manager, Google
Steven Macbeth, Group Program Manager, Bing Search Quality, Microsoft
Todd Nemet, Director,Technical Projects, Nine By Blue
Maile Ohye, Senior Developer Programs Engineer, Google Inc.

Paid Search Track


Solution Spotlight by Acquisio (1:45-1:50)
Solution Spotlights are brief introductions to relevant products and services offered by SMX exhibitors and sponsors.


Human Vs. Machine: What’s The Best Way To Manage Paid Search?
– With the rise of so many new companies offering outsourcing, tools and systems for PPC management, it’s important for advertisers to have a good overview of leading tools and services, understand the economics, business issues, relative pricing models and other aspects of automated vs. hand-crafted search advertising campaigns. Should you be hands-on or hands-off? This session will help you make the optimal decision for your paid search programs.

Moderator: Matt Van Wagner, President, Find Me Faster

Q&A Moderator: Allison Hartsoe, VP Analytics, Semphonic

Speakers:

Benny Blum, Director, Strategy & Analytics, esearchvision
Eric Jones, VP, Digital Marketing, R2integrated
Kevin Lee, CEO, Didit
Bob Tripathi, Founder & Chief Marketer, Instant E-Training, Inc.

Off The Beaten Track Track


Solution Spotlight by Optify (1:45-1:50)
Solution Spotlights are brief introductions to relevant products and services offered by SMX exhibitors and sponsors.


The SoLoMo Revolution: Social Media, Local Search & Mobile Search Collide
– For the first time, web-enabled mobile devices like smartphones and tablets are outselling computers as people increasingly want to be online everywhere. Kleiner Perkins internet visionary Mary Meeker has deemed the next five years as the era of “SoLoMo” – the intersection of social, local and mobile, and if your marketing strategy isn’t in alignment with this megatrend you’ll be missing out on huge opportunities. This session looks at the big trends and changes being ushered in the age of SoLoMo.

Moderator: Greg Sterling, Founding Principal, Sterling Market Intelligence

Q&A Moderator: Michael Martin, Senior SEO Strategist, Covario

Speakers:

Kelly Gillease, VP Marketing, Viator
Jennifer Grappone, Partner, Gravity Search Marketing
Daniel Lemin, Founder & Principal, Social Studio
Mac Ling, Director, Mobile, iCrossing
Nicola Smith, VP, Business Development, Performics

Sponsors & Partners Track 

Covario

The Modern Online Marketing Plan: Maximizing the SEO, PPC and Social Mix

Join us to discuss the modern online marketing plan and how diverse it needs be for 2011. Our panel, made up of industry experts and Fortune 500 panelist (T-Mobile & Intel), will address and answer some of the critical issues modern enterprise level companies face in terms of online marketing thru Social, SEO and PPC.


Key Issues this presentation will address:

  • Is there a correlation between Social relevancy and SEO?
  • Does social media consumption force us, as an industry, to alter how we market and engage in conversions with customers and prospects?
  • What are the best Paid Social Channels to use?

Moderator: Harrison Magun, SVP, Paid Media Services, Covario

Speakers:
    Steve Beatty, Senior SEO Strategist, Covario
    Corey Carrillo, Global Search and Interactive Manager, Intel Corporation
    Glenn May, Senior Search Manager, T-Mobile


This session is sponsored and produced by Covario. It is open to all SMX Advanced attendees, including Expo+ Pass holders.

3:00pm-3:30pm
(30 min)

Refreshments & Expo Hall Time

3:30pm-4:45pm
(1 hr 15 min)

SEO & Social Media Track


Solution Spotlight by Covario (3:30-3:35)
Solution Spotlights are brief introductions to relevant products and services offered by SMX exhibitors and sponsors.


Tough Love: Link Building For The Real World
– Want to do well on Google and Bing? Just have great content and watch the links roll in, they’ll tell you. But outside the land of unicorns, getting links can be tough work. This panel looks at fresh ideas plus helps you perfect some tried-and-tested tactics for getting great, relevant links.

Moderator: Elisabeth Osmeloski, Managing Editor, Search Engine Land

Q&A Moderator: Bob Tripathi, Founder & Chief Marketer, Instant E-Training, Inc.

Speakers:

Justin Briggs, SEO Consultant, Distilled
Eric Enge, President, Stone Temple Consulting
Ross Hudgens, SEO Manager, Full Beaker, Inc.
Roger Montti, Owner, MartiniBuster
Conrad Saam, Director of Marketing, Avvo

Paid Search Track


Solution Spotlight by ClickEquations (3:30-3:35)
Solution Spotlights are brief introductions to relevant products and services offered by SMX exhibitors and sponsors.


What Every Paid Search Marketer Needs To Know About Google +1
– Google’s new “+1″ experiment allows searchers to publicly show what they like, agree with, or recommend on the web. And not just for algorithmic search results, but for ads as well. Google is using +1 results to make results more personalized for individuals – but Matt Cutts also said “we’ll look at it as a potential signal to improve search quality as well.” How will +1′s affect things like Quality Score or CPCs? Is this the next step forward in retargeting for ads? Come hear our panelists take a deep dive into the new program.

Moderator: Chris Sherman, Executive Editor, Search Engine Land

Q&A Moderator: Kelly Gillease, VP Marketing, Viator

Speakers:

Daniel Dulitz, Product Manager, Google +1 For Ads, Google
Benjamin Vigneron, Director of Analytics & Automation, eSearchVision
Gary Ware, Director of Paid Media Services, Covario

Off The Beaten Track Track

Use Searcher Personas To Connect SEO To Conversion
– We all know that audience engagement doesn’t start at a web site. It starts at the search box. And it’s not enough to rank well for high volume queries. To be successful, you have to rank well for the right queries and then convert searchers once they click from the search result to your site. In this session, we’ll show you a clear process that takes business goals and search data and turns them into a blueprint for creating a user experience that starts at the search box and ends with conversion.

Moderator: Vanessa Fox, Contributing Editor, Search Engine Land

Q&A Moderator: Jonathon Colman, Internet Marketing Manager, REI

Speakers:

Tamara Adlin, President, Adlin, Inc.
Vanessa Fox, Contributing Editor, Search Engine Land
Dennis Goedegebuure, Director SEO, eBay, Inc.

Sponsors & Partners Track 

bing

How the Search Alliance is Paying Off For Search Marketers

Efficient Frontier, a leading global digital marketing firm with more than $1 billion in client spend under management, will present its in depth analysis of the now combined traffic of Yahoo! Search and Bing. This informative session will include an overview of the progressive changes witnessed over the last six months, including the latest details on the return on investment (ROI) clients are now seeing. Efficient Frontier – as well as a panel of advertisers themselves – will share insights on how they have tapped into the secrets of maximizing performance in the combined marketplace and how you can apply the same tactics to improve your campaigns.

Speakers:
    Teresa Elliott, Bing Evangelist, Microsoft
    Joe Stephens, Regional Lead, Search Strategist, Yahoo!


This session is sponsored and produced by Microsoft Advertising. It is open to all SMX Advanced attendees, including Expo+ Pass holders.

4:45pm-5:00pm
(15 min)

Refreshment Break

5:00pm-5:45pm
(45 min)

You&A With Matt Cutts
What’s a You&A? That’s where you, the audience, put your questions directly to the head of Google’s web spam team, Matt Cutts. As an engineer in search quality, Matt’s been dealing with webmaster issues for Google since 2000 and is well known to many advanced search marketers from his blog and public speaking. Don’t miss this popular SMX Advanced tradition!

Moderator: Danny Sullivan, Editor-in-Chief, Search Engine Land

Speaker:

Matt Cutts, Software Engineer, Google Inc.

5:45pm-7:00pm
(1 hr 15 min)

SMX Expo Hall Reception

SMX Expo Hall Reception

Sponsored by

bing

Visit the search marketing solutions providers in the Expo Hall while enjoying beverages and munchies. See all the exhibitors and sponsors here.

8:00pm-11:00pm
(4 hrs)
Bing Presents In The Park 2011

    Bing Presents In The Park 2011


Bing is proudly hosting the SMX conference bash where attendees, speakers and invited guests will have a chance to mingle against the beautiful backdrop of the Olympic Sculpture Park and the Puget Sound.

(Badge required)