SMX Advanced Seattle Agenda – June 5, 2012 – 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 Track

The Periodic Table Of SEO: 2012 Edition (#smx #11A)
We introduced the Periodic Table Of SEO last year at SMX Advanced. Since then, new elements have been discovered, such as a penalty for pages top-heavy with ads or boosts for being in Google+. Meanwhile, Google warns that an “over-optimization” penalty may be coming.

Learn the new ranking factors you must pay attention to at this session. Your SEO success may depend on it!

Moderator: Danny Sullivan, Editor-in-Chief, Search Engine Land (@dannysullivan)

Q&A Moderator: Jonathon Colman, Internet Marketing Manager, REI (@jcolman)

Speakers:

Jeff MacGurn, VP of SEO, Covario (@yerrbo)
Mark Munroe, Senior Director, SEO, Reply (@markemunroe)
Kristine Schachinger, Founder/Consultant, SitesWithoutWalls.com (@schachin)
Chris Silver Smith, President, Argent Media (@si1very)

Paid Search Track

The Mad Scientists Of Paid Search (#smx #11B)
It’s alive! Mwah ha ha ha! Our mad scientists emerge from their PPC labs, where they’ve been assembling keywords words, bidding strategies and other assorted parts into monster PPC campaigns.

Attend this session to see how they’ve successfully enhanced paid search performance with rigorous testing and trial and error. Their creations are abnormally effective!

Moderator: Matt Van Wagner, President, Find Me Faster (@mvanwagner)

Q&A Moderator: Joseph Kerschbaum, Vice President of Client Services, Clix Marketing (@joekerschbaum)

Speakers:

Michael Behrens, SVP eMarketing, WebMetro (@MichaelBehrens)
Benny Blum, Director, Strategy & Analytics, eSearchVision (@bennyblum)
Ryan Hutchings, Director, Online Marketing, VacationRoost
Matthew Mierzejewski, Vice President of PPC, RKG (@mskimatt)

Hardcore Track

Hardcore Social Tactics (#smx #11C)
Forget the common social media tips and usual strategies, this session breaks down hard-core tactics for building buzz, growing audiences and driving traffic with social media. This isn’t your average social panel as we will dive into advanced marketing methods for the big networks like Facebook & Twitter and also uncover opportunities on up-and-coming sites like Reddit or Pinterest.

Moderator: Greg Finn, Chief Marketing Officer, Cypress North (@gregfinn)

Speakers:

Vince Blackham, Director of Social Media, 97th Floor (@vinceblackham)
Brent Csutoras, Social Media Consultant / Entrepreneur, Kairay Media, LLC (@brentcsutoras)
Monique Pouget, Director of Content Marketing, Thunder SEO (@moniquethegeek)
Marty Weintraub, CEO, aimClear (@aimclear)

10:15am-11:00am
(45 min)
Buzz Brought to You by
aimClear®

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 Track


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


Surviving Personalization With Bing & Google (#smx #12A)
The “new normal” search results are personalized, with search history, location and social interactions used to customize the results searchers see. This session looks at how Google taps into Google+ for its new Search Plus Your World and how Bing uses Facebook to create “Liked Results”.

Moderator: Danny Sullivan, Editor-in-Chief, Search Engine Land (@dannysullivan)

Q&A Moderator: Mark Munroe, Senior Director, SEO, Reply (@markemunroe)

Speakers:

Rhea Drysdale, CEO, Outspoken Media, Inc. (@rhea)
Aaron Friedman, SEO Manager, Spark (@aaronfriedman)
Marty Weintraub, CEO, aimClear (@aimclear)

Paid Search Track


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


Perfecting Your PPC Landing Pages (#smx #12B)
What does the perfect lead gen landing page look like? How about e-commerce? While perfection may be out of the question, we all know that even small performance gains can lead to big improvement in profits. In this session, we’ll dig deep into advanced strategies and tactics for the technical and creative design and test of PPC landing pages that drive higher quality scores, conversion rates and profits.

Moderator: Matt Van Wagner, President, Find Me Faster (@mvanwagner)

Q&A Moderator: Ping Jen, Product Manager, Microsoft (@mcse977554)

Speakers:

Scott Brinker, President & CTO, ion interactive, inc. (@chiefmartec)
Carlos del Rio, Director of Conversion Analysis & Digital Strategy, Unbounce (@inflatemouse)
Alex Edelstein, CEO, serv.io (@alexed1)
Jason Nazar, CEO, Docstoc (@jasonnazar)

Hardcore 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.


Hardcore Analytics (#smx #12C)
In this session, we get outside the box and look at unique, different and useful ways to drill-down into and get more out of your analytics and tools.

Moderator: Chris Sherman, Executive Editor, Search Engine Land (@CJSherman)

Q&A Moderator: Philip Petrescu, Found & CEO, Caphyon (@philippetrescu)

Speakers:

Rob Bucci, Founder, STAT Search Analytics (@STATrob)
Rachael Gerson, Head of Analytics, SEER Interactive (@rachaelgerson)
Conrad Saam, VP of Marketing, Urbanspoon (@conradsaam)

12:15pm-1:45pm
(1 hr 30 min)
Birds of a Feather Lunch
Sponsored by

Lunch & Expo Hall Time

Elliot Hall
See who’s exhibiting
1:45pm-3:00pm
(1 hr 15 min)

SEO 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.


Authority Building Versus Link Building In A Search Meets Social World (#smx #13A)
Authoritative links have always been a cornerstone of SEO and building website traffic. Now that social signals are becoming more significant ranking factors, the concept of quality over quantity may finally be gaining a stronghold when it comes to authoritative links, mentions and social proof.

In this session, search and social marketers will share real-world examples, creative tactics and case studies about how more authoritative mentions and shares have tipped the scales.

Moderator: Elisabeth Osmeloski, Managing Editor, Search Engine Land (@elisabethos)

Q&A Moderator: Mark Munroe, Senior Director, SEO, Reply (@markemunroe)

Speakers:

Eric Enge, CEO, Stone Temple Consulting (@stonetemple)
Casie Gillette, Online Marketing Manager, Grasshopper (@casieg)
Philip Petrescu, Founder & CEO, Caphyon (@philippetrescu)
Thomas Schmitz, CEO & Owner, Schmitz Marketing (@TomSchmitz)

Paid Search Track


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


Fire But Don’t Forget: Getting The Most Out Of Retargeting From The Pros (#smx #13B)
If that visitor from your search ad doesn’t convert, retargeting (also called remarketing) allows you to keep your message in front of them, as they visit sites from across the web. This session looks at how the pros are making use of retargeting to extend their reach and boost conversions. Learn the right and wrong ways for advertisers to stay on target.

Moderator: Christine Churchill, President, KeyRelevance (@keyrelevance)

Q&A Moderator: Jennifer Slegg, Owner, JenSense.com (@jenstar)

Speakers:

Kelly Gillease, VP Marketing, Viator (@kellpickles)
Marc Poirier, Co-Founder and CMO, Acquisio (@marcpoirier)
Lisa Williams, President, MEDIA forte marketing (@mediafortemktg)

Hardcore Track


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


Hardcore Local SEO Tactics (#smx #13C)
Successful local SEO is largely a matter of proper blocking and tackling. But you can take steps to gain an edge beyond Google Places. Boost your results with the advanced local search tactics shared in this session.

Moderator: Matt McGee, Executive News Editor, Search Engine Land (@mattmcgee)

Q&A Moderator: Rob Bucci, Founder, STAT Search Analytics (@STATrob)

Speakers:

Mike Blumenthal, Owner and Local Marketing Expert, Blumenthals (@mblumenthal)
Michael Dorausch, Owner, Planet Chiropractic (@chiropractic)
Mike Ramsey, President, Nifty Marketing (@niftymarketing)

Plus Session Track 

Sponsored by Covario

A Summer Blockbuster: Famous Brands Showcase Four Star Consumer Search and Social Strategies (#smx #13D)

How do big brands differentiate themselves and their messaging to reach consumers through a sea of competitors, all vying for their attention on the same search and social media platforms? How do they compete during critical seasonal summer and fall campaigns? How do they track results and create a cohesive online team? Hear famous B2C brands T-Mobile and Sony Pictures discuss how they engage consumers with search and social media. They will discuss big picture strategies as well as specific tactics attendees can implement in their own programs, such as: consistency in planning and preparation across a large online team, using the voice of the customer to more effectively reach their target audience and best practices for benchmarking success.

Moderator:

Jeff MacGurn, VP of SEO, Covario

Speakers:

Scott Gardner, Senior Vice President, SEO, Digital Marketing at Bank of America

Will Hill, Information Technology Manager, Sony Pictures Entertainment

Glenn May, Sr. Search Manager, T-Mobile

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

3:00pm-3:30pm
(30 min)
Buzz Brought to You by
aimClear®

Refreshments & Expo Hall Time

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

SEO Track


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


Breaking The Speed Limit: Faster Sites Win! (#smx #14A)
Faster sites win in more ways that just rankings. Search engines can crawl (and index) more pages as server-side speed increases and user engagement (including most importantly, conversion!) increases as client-side speed (and perceived loading time) increases. Learn about hidden tricks you might be missing on how to speed things up.

Moderator: Vanessa Fox, Contributing Editor, Search Engine Land (@vanessafox)

Q&A Moderator: Christine Churchill, President, KeyRelevance (@keyrelevance)

Speakers:

Jonathon Colman, Internet Marketing Manager, REI (@jcolman)
Jonathan Hochman, Founder and President, Hochman Consultants (@Jehochman)
Tim Mayer, Vice President, Marketing, ShopAtHome.com (@timmayer)

Paid Search Track


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


Maximizing Enterprise SEM (#smx #14B)
Managing enterprise paid search campaigns can be a nightmare, especially when different departments think they should “own” the responsibility. This session explores the challenges of running an enterprise-level paid search campaign, and how to get all stakeholders in alignment to assure the maximum return possible.

Moderator: Chris Sherman, Executive Editor, Search Engine Land (@CJSherman)

Q&A Moderator: Jennifer Slegg, Owner, JenSense.com (@jenstar)

Speakers:

Craig Macdonald, Senior Director, Product Marketing, Microsoft Search Advertising
James Mathewson, Global Search Strategy Lead, IBM (@James_Mathewson)
Tad Miller, Vice President of Accounts, Search Mojo (@jstatad)
Lisa Sanner, Director of Paid Search, Point It (@LisaSanner)

Hardcore Track


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


Hardcore SEO & Social Power Tools (#smx #14C)
This session takes you on a whirlwind tour of SEO & social media tools you’ll want to consider adding to your toolbox, ranging from enterprise-level options to other that are free or moderately priced.

Moderator: Monica Wright, Social Media Editor, Search Engine Land and Marketing Land (@monicawright)

Q&A Moderator: Vince Blackham, Director of Social Media, 97th Floor (@vinceblackham)

Speakers:

Rhea Drysdale, CEO, Outspoken Media, Inc. (@rhea)
Michael King, Director of Inbound Marketing, iAcquire (@ipullrank)
Merry Morud, Account Manager, aimClear (@MerryMorud)

4:45pm-5:00pm
(15 min)
Buzz Brought to You by
aimClear®

Refreshment Break

5:00pm-6:00pm
(1 hr)

You&A With Matt Cutts (#smx #1KEY)
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. A “distinguished engineer” (yes, that’s his official title) 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, Distinguished Engineer, Google Inc.

6:00pm – 7:00pm
(1 hr)

SMX Expo Hall Reception


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

9:00pm-11:00pm
(2 hrs)

SMX After Dark

Sponsored by
Covario


Join us for SMX After Dark at the Seattle Aquarium. There’ll be music, drinks, munchies, and great conversations while watching more than 800 fish swimming nearby. The Aquarium is located at 1483 Alaskan Way, Pier 59, just a short walk from the Bell Harbor. Please bring your badge to get in. Network Pass holders welcome.