Keynote with Bing’s Derrick Connell (#smx #2KEY)
Change is the operative watchword in search this year, generating both opportunity and occasional frustration for online marketers. Join us for a lively discussion with Search Engine Land’s Danny Sullivan and Derrick Connell, corporate vice president of Bing’s Search Program Management team, who will share his insights into the challenges and compelling opportunities opening up as change continues to reshape the landscape for online marketers.

SEO Track

Schema & Authorship: 1 Year Later (#smx #21A)
It’s been a year since Schema.org, a joint alliance between Google, Microsoft, and Yahoo, provided a common foundation for sites to provide microdata and enhance rich snippets. We’ve also had Google’s rel=author tag enabling content sites to help identify their authors on the site and across the web. Beyond these, other meta tags have either gained prominence or become less important. This session looks at how to get the most out of these opportunities.

Paid Search Track

Avoiding PPC Data Paralysis (#smx #21B)
In this session, we will explore new ways to analyze data from all available sources to improve your PPC campaign performance. We’ll tackle the challenges of both large and small data sets, managing through the fog of long-tail data, and making decisions from seemingly inconclusive data. And we’ll also show you new types of KPIs, PPC analytics, attribution models, and trend line analyses that will help you identify new opportunities for optimization.

Mobile Track

Solution Spotlight by Covario (10:45-10:50)
Solution Spotlights are brief introductions to relevant products and services offered by SMX exhibitors and sponsors.

iSEO: Doing Mobile Search Engine Optimization Right (#smx #21C)
Are there factors that help content rank better in mobile search results? This session explores mobile content ranking factors, including the argument over whether you should run a separate mobile site or make one site work for everyone.

Plus Session Track 

Up Close With Bing Webmaster Tools! (#smx #21D)

Microsoft and Yahoo! have searchers you can’t reach elsewhere: 49 million unique searchers using Bing and Yahoo! Search (including Microsoft and Yahoo! Core Search sites) do not use Google in the US*. If you’re not using Bing Webmaster Tools, you are potentially missing out on insights that can help you drive more traffic. If you are, learn about what is new.

Duane Forrester will cover updates, new tools we’ve launched based on your feedback, and answer your questions. Learn about greater control we’ll be offering, dig deeper on important data and rediscover information you may have thought was lost. This session is open to everyone and is a chance to talk directly with the Webmaster Team at Bing, so bring a friend, your ideas and tell us what you need from us.

This session is for webmasters, publishers, marketers representing businesses, and tools geeks.

*comScore Core Search (custom), February 2012.

Late breaking news! Be the first to hear about the latest Bing Webmaster Tools announcement in this session!

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

SEO Track

Pagination & Canonicalization For The Pros (#smx #22A)
Using the pagination tag with optional parameters, sort orders, and filters. Are there still reasons to use robots.txt or noindex? Can a canonical tag really replace a 301? How do you keep your IIS=based site from infinite redirect loops when you canonicalize default page names? And what about rel=alternate href=lang? We’ll go through the issues step by step so you can clear up the clutter on your site, maximize crawling and indexing, and eliminate duplicate content risks.

Paid Search Track

Solution Spotlight by BrightEdge (1:30-1:35)
Solution Spotlights are brief introductions to relevant products and services offered by SMX exhibitors and sponsors.

Auditing PPC Campaigns (#smx #22B)
What’s the health of your paid search campaign? This session looks at important ways you should be giving it a check-up, to improve performance and avoid problems.

Mobile Track

Solution Spotlight by eSearchVision (1:30-1:35)
Solution Spotlights are brief introductions to relevant products and services offered by SMX exhibitors and sponsors.

iSEM: Doing Mobile Search Ads Right (#smx #22C)
Searches from smartphones (and tablets) represent an increasing percentage of overall query volume. In some categories that now exceeds 15 percent. Gone are the days when mobile could be considered “experimental.” However best practices have yet to emerge. What are successful bidding strategies for positions one and two? How can marketers determine ROI when the result of a mobile click may be an offline conversion? Can and should mobile and PC campaigns work together?

Panelists will offer case studies and concrete examples to enable search marketers to better design and optimize their mobile paid-search campaigns.

SEO Track

Ask The SEOs (#smx #23A)
This PowerPoint-free panel is made up of veteran search engine optimization experts taking questions on SEO issues. Put your biggest challenges to them and come away with solutions.

Paid Search Track

Amazing Paid Search Tactics & Tools (#smx #23B)
What’s hot and happening with paid search? What’s not? Speakers in this session, an SMX Advanced tradition, have had their fingers on the pulse of search advertising over the past year, and are prepared to discuss their insights into supercharging campaigns that the engines aren’t talking about. This session will wow you with some new ideas for your PPC campaigns!

Mobile Track

iConvert: Landing Pages & Conversion In A Smartphone & Tablet World (#smx #23C)
Well-designed mobile landing pages and sites can mean the difference between consumer engagement or abandonment, with corresponding consequences to your brand. But can mobile sites and landing pages actually drive conversions? Should marketers plan that mobile users will convert on their smartphones; or should they expect conversions to come from other channels: telephone, PC or offline? And how can those smartphone-influenced sales or conversions be tracked?

What about “T-commerce?” Should tablets be treated like PCs or smartphones or neither?

These and related critical mobile questions will be addressed by the panel.