SMX Advanced Seattle Agenda – June 6, 2012 – Expo Hall Hours: 10:00am – 2:00pm

(1 hr)

Breakfast & Registration

(1 hr)
Derrick Connell

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.

(45 min)
Buzz Brought to You by

Refreshments & Expo Hall Time

(1 hr 15 min)

SEO Track

Schema & Authorship: 1 Year Later (#smx #21A)
It’s been a year since, 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.

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

Q&A Moderator: Eric Enge, CEO, Stone Temple Consulting (@stonetemple)


Benu Aggarwal, President, Milestone Internet Marketing (@milestonemktg)
Matthew Brown, Founder, AudienceWise (@MatthewJBrown)
Rick DeJarnette, President, The SEO Ace (@rickdejarnette)
David Weichel, SEO Manager, CPC Strategy (@DavidWeichel)

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.

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

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


Benny Blum, Director, Strategy & Analytics, eSearchVision (@bennyblum)
Marc Poirier, Co-Founder and CMO, Acquisio (@marcpoirier)
Siddharth Shah, Director of Business Analytics, Adobe Systems (@drsidshah)

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.

Moderator: Barry Schwartz, News Editor, Search Engine Land, RustyBrick (@rustybrick)

Q&A Moderator: Angie Schottmuller, Founder, Interactive Artisan (@aschottmuller)


Pierre Far, Webmaster Trends Analyst, Google (@pierrefar)
Cindy Krum, CEO & Founder, MobileMoxie (@suzzicks)
Bryson Meunier, Director of Content Solutions, Resolution Media (@brysonmeunier)

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!


Duane Forrester, Sr. Product Manager, Bing

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

(1 hr 30 min)
Birds of a Feather Lunch
Sponsored by

Lunch & Expo Hall Time

Elliot Hall
See who’s exhibiting
(1 hr 15 min)

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.

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

Q&A Moderator: Eric Enge, CEO, Stone Temple Consulting (@stonetemple)


Adam Audette, President, RKG (@audette)
Jeff Carpenter, SEO Manager, PETCO (@SanDiegoSEO)
Maile Ohye, Senior Developer Programs Engineer, Google Inc. (@maileohye)

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.

Moderator: Pamela Parker, Contributing Editor, Search Engine Land (@pamelaparker)

Q&A Moderator: Brad Geddes, Founder, Certified Knowledge (@bgtheory)


Cady Condyles, Director of Marketing, Search Mojo (@cadycondyles)
Joseph Kerschbaum, Vice President, Clix Marketing (@joekerschbaum)
Melissa Mackey, Search Supervisor, gyro (@mel66)
David Rodnitzky, CEO, PPC Associates (@rodnitzky)

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.

Moderator: Greg Sterling, Founding Principal, Sterling Market Intelligence (@gsterling)

Q&A Moderator: Kelly Gillease, VP Marketing, Viator (@kellpickles)


Bill Connard, CEO,
Matt Lawson, VP of Marketing, Marin Software (@marinsoftware)
Will Scott, CEO, Search Influence (@w2scott)
Kerri Smith, Director of Mobility, iProspect

(15 min)
Buzz Brought to You by

Refreshment Break

(1 hr 15 min)

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.

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

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


Alex Bennert, In House SEO, Wall Street Journal (@seosylph(Q&A Speaker)
Greg Boser, SVP of Search Services, BlueGlass Interactive, Inc. (@GregBoser(Q&A Speaker)
Bruce Clay, President, Bruce Clay, Inc. (@bruceclayinc(Q&A Speaker)
Vanessa Fox, Contributing Editor, Search Engine Land (@vanessafox(Q&A Speaker)
Todd Friesen, SVP, SearchFanatics (@oilman(Q&A Speaker)
Rae Hoffman-Dolan, CEO, PushFire (@sugarrae)

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!

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

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


Brad Geddes, Founder, Certified Knowledge (@bgtheory)
Ping Jen, Product Manager, Microsoft (@mcse977554)
Frank Kochenash, VP, Client Services, Mercent
Dan Sundgren, Senior Director, Intelius (@sundgren)

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.

Moderator: Greg Sterling, Founding Principal, Sterling Market Intelligence (@gsterling)

Q&A Moderator: Virginia Nussey, Social Media Editor, Bruce Clay, Inc. (@VirginiaNussey)


Carlos del Rio, Director of Conversion Analysis & Digital Strategy, Unbounce (@inflatemouse)
Cody Kunning, Lead SEM Analyst, Marchex (@codykunning)
Jason Lehmbeck, CEO, DataPop (@jasonlehmbeck)
Angie Schottmuller, Founder, Interactive Artisan (@aschottmuller)

6:00pm – 11:00pm
(5 hrs)

Closing Night Bash

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Closing night bash powered by SEOmoz

After two days of brain crunching, it’s party time! Join us for the SMX Closing Night Bash, sponsored by SEOmoz. Bring your bowling shoes and dust off those pool cues because SEOs know how to party. Bash at The Garage (1130 Broadway, Seattle, WA 98122). Appetizers and beverages will be provided. See you there! (badge required)