SMX Boot Camp Track

SMX Boot Camp: Keyword Research & Copywriting For Search Success (#smx #11A)
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 works to generate search traffic which also pleases your human visitors.

The Big Picture Track

Which Way Google? (#smx #11B)
Google’s going through an extraordinary time. It faces anti-trust investigations in the US and the EU. Competitors worry more and more about it, as the company seems to continually expand into new areas, such as social. Some consumer groups worry about privacy issues and data collection. Some marketers worry that the company might be too powerful a “gatekeeper” of traffic. Yet the company remains popular with consumers. Can Google navigate the challenges it faces and come through living up to its “Don’t Be Evil” motto? Our panel explores more.

Enterprise & In House Track

Enterprise PPC (#smx #11C)
Paid search offers many benefits for large organizations: increased sales, enhanced brand awareness – even channels to counter competitors. But managing enterprise paid search campaigns can be a nightmare, especially when different departments think they should “own” the process. 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.

Best of SMX Advanced Track

Google Survivor Tips (#smx #11D)
Although Google says only 12% of all websites were affected by its recent "Panda" update, many legitimate websites felt the sting of new ranking algorithms. But fear not: If your site was "pandalized" you can get back into Google’s good graces by following the tips and tactics our panelists present during this session.

SMX Boot Camp Track

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

SMX Boot Camp: Link Building Fundamentals (#smx #12A)
Ever since Google created PageRank more than a decade ago, every good search marketer’s motto has been "I link, therefore I am." Though linking seems easy, it’s a far more subtle art than most realize, and there are right and wrong ways to conduct your linking campaign. In this session, we’ll look at how to reach out and get quality links, how to craft anchor text to build authority, and how to avoid commonplace mistakes that will hurt your web credibility (and search engine rankings).

The Big Picture Track

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

The Great Correlation vs. Causation Debate (#smx #12B)
All SEOs know that making changes to your site can have a significant impact on rankings. The challenge is in understanding what changes actually cause ranking changes, and which changes merely correlate with rankings (e.g. they’re coincidental byproducts of change). In this lively session expert SEOs who’ve dived deeply into understanding search algorithms debate correlation vs. causation and make their cases for the types of ranking factors that do (or don’t) have significant meaning.

Enterprise & In House Track

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

Enterprise SEO (#smx #12C)
Large organizations face unique challenges when it comes to SEO. Multiple websites, perhaps running on multiple content management systems, in different countries and languages… the list goes on. And with increasingly strict content guidelines, it’s crucial for organizations’ to coordinate and integrate their SEO efforts across the enterprise. In this session, speakers who have had hands-on experience managing large-scale SEO efforts share best practices and offer practical advice for maximizing site visibility – and avoiding disasters.

Best of SMX Advanced Track

Solution Spotlight by blekko (10:45-10:50)
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 (#smx #12D)
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.

SMX Boot Camp Track

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

SMX Boot Camp: Paid Search Fundamentals (#smx #13A)
Paid search allows you to generate traffic from search engines by purchasing ads, usually on a cost-per-click (CPC) / pay-per-click (PPC) basis. This session covers the basics of how to purchase placement from the major search engines, including best practices for success with your ads.

The Big Picture Track

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

Panda-Proofing Your Content (#smx #13B)
Many people were surprised when Google’s Panda update apparently penalized their rankings. Google has made it clear that quality content is key–but what exactly does that mean? And how do you create panda-proof content? This session explores the various types of content sites should be creating, including sales pages, blog posts and white papers; how to repurpose existing content and slice it up for social media, and many other techniques.

Enterprise & In House Track

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

In-house PPC Pitfalls: Vendors, Data, Communication (#smx #13C)
In this session in-house PPC veterans talk about how to avoid the pitfalls they see happening in-house. Hear the war stories, capture the lessons and implement the right things to maximize your efficiencies.

Best of SMX Advanced Track

Hard Core Local SEO Tactics (#smx #13D)
Successful local SEO is largely a matter of proper blocking and tackling. But what can you do to gain an edge beyond following the boring "claim your Places Page, make your address and phone numbers consistent, etc." advice? This session explores creative approaches to local SEO and tactics that go well beyond blocking and tackling.

The Big Picture Track

NO SESSION

SMX Boot Camp Track

Solution Spotlight by Slingshot SEO (3:45-3:50)
Solution Spotlights are brief introductions to relevant products and services offered by SMX exhibitors and sponsors.

SMX Boot Camp: Search Engine Friendly Web Design (#smx #14A)
“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.

Enterprise & In House Track

Solution Spotlight by Sedo (3:45-3:50)
Solution Spotlights are brief introductions to relevant products and services offered by SMX exhibitors and sponsors.

In-House SEO Operations: How Things Get Done (#smx #14C)
In this session we’ll talk about SEO operations (the systems, templates, worfklows, etc.) when doing SEO in-house. This session will be less about SEO tactics and tools you hear about, and more about the integral workings of in-house SEO from idea to launch, and how the nitty-gritty details don’t get lost along the way.

Best of SMX Advanced Track

Solution Spotlight by Raven Internet Marketing Tools (3:45-3:50)
Solution Spotlights are brief introductions to relevant products and services offered by SMX exhibitors and sponsors.

Use Searcher Personas To Connect SEO To Conversion (#smx #14D)
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.

Evening Forum With Danny Sullivan
The audience is the panel in this session. Search marketers share thoughts, ideas and knowledge. The session is moderated by Search Engine Land editor-in-chief Danny Sullivan, and the audience shapes the agenda.

A Keynote Conversation With Eli Pariser
Personalization has long been the holy grail of search, both for people seeking to find a perfect match for their information needs, and for marketers wanting to display the perfect ad or offer at just the right time. But personalization has a dark side, creating what author Eli Pariser calls "the filter bubble" – what the internet is hiding from you. In this keynote conversation, Pariser discusses the problems and issues that arise when algorithms, rather than people, curate the web.

Social & Vertical Search Track

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

Facebook, Twitter & SEO (#smx #21A)
It’s no longer theoretical. Both Google and Bing say that they factor social signals into their ranking algorithms for "regular" search results. Who you are socially, your authority, the authority of those who talk about you (or your company) all play a role. This session looks at how social signals from Twitter and Facebook are currently being used with search.

The Big Picture 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.

PPC & SEO: Can’t We All Just Get Along? (#smx #21B)
Do you ever feel like your SEO and PPC teams act more like old style western gunslingers where only one can be the last "winner" standing? You’re not alone, Despite working toward a common goal of maximizing success, many search marketing teams are dysfunctional and competitive where they shouldn’t be. This session will examine the three most important questions that we should be asking: SEO, what can you teach PPC? PPC, what can you teach SEO? How can SEO & PPC teams effectively work together? SEOs, if your PPC person has ever messed up your organic rankings by duplicating your homepage a dozen times to test out some graphics, this session is for you. And PPCers, if you still don’t know what a robots.txt file is or how to test headlines for SEO snippets, this session is for you. It’s time to set aside the debate of SEO vs. PPC and instead examine how to maximize the effectiveness of both at the same time.

Paid Search Track

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

Best Practices For Paid Search Testing (#smx #21D)
This session centers around the actual process of designing, implementing and measuring the results of paid search tests. Key topics will include what can and cannot be tested, how to design robust tests and identify all the biases and underlying problems of testing PPC campaigns. Our panelists will talk about process; they’ll also illustrate with case studies how to design a test for most effective bid levels, messaging, landing pages and other higher-level business questions that you must have answers for to successfully implement paid search.

Technical SEO Track

Duplication, Aggregation, Syndication, Affiliates, Scraping, and Information Architecture (#smx #21C)
We’ll sort through the bewildering world of near duplication due to issues such as manufacturer feeds into your site, syndication to other sites, international sites, and aggregation of data sources. How can a well-planned information architecture mimimize the search obstacles and how can you best handle unavoidable duplication to avoid PageRank dilution, being classified as “thin affiliate”, “thin content” or low quality site by search engines?

Social & Vertical Search Track

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

Up Close With Google+ and Google +1 (#smx #22A)
Google+ is a new social aspect to Google allowing people to share photos, places they’ve been, videos, links and status updated. Google +1 is a way for people to indicate what they like within Google’s search results, or on sites across the web, or within Google+. In this session, Google provides a closer look and update on these services, including impacts on search, with lots of time for Q&A.

The Big Picture Track

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

Discussion: Will Retargeting & Remarketing Become Too Creepy? (#smx #22B)
Retargeting allows marketers to more precisely craft, optimize and fine-tune search marketing campaigns by observing user behavior and serving ads that closely match intent. But there’s a growing backlash from privacy advocates to severely limit or even ban common forms remarketing. The US FTC is advocating a "do not track" mechanism that could sharply curtail what data marketers can capture and consequently, some of the marketing methods and insights we can gain into searcher behavior. This session looks how the industry might effectively remarket without freaking consumers out.

Paid Search Track

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

Best Practices With adCenter For Bing & Yahoo (#smx #22D)
Now that Yahoo and Bing have a combined estimated 30% market share, you know you can’t ignore this appealingly large source of traffic – but you’ve also heard that you can’t just clone your AdWords campaign and expect to get good results. What are the key differences between AdWords and adCenter? What adCenter features are unique and powerful? What kinds of features should you be taking advantage of to maximize your ad campaigns on Bing and Yahoo? Come to this session to find out.

Technical SEO Track

Schema.org, Rel=Author & Meta Tagging For 2012 (#smx #22C)
The search engines have been kind to SEOs recently, adding a number of new tools that when used properly promise to improve visibility and rankings for certain types of content. Schema.org, a joint alliance between Google, Microsoft, and Yahoo provides a common foundation of support for a set of microdata types. Google’s rel=author tag enables content sites to help identify their authors on the site and across the web. And other meta tags have either gained prominence or become less important. Come find out how to take full advantage of all of these new goodies.

Social & Vertical Search Track

Solution Spotlight by 7Search.com (3:30-3:35)
Solution Spotlights are brief introductions to relevant products and services offered by SMX exhibitors and sponsors.

Ecommerce & Retail Search Marketing Tactics (#smx #23A)
Online retailers have unique needs and face unique challenges when it comes to search marketing. This session looks at a variety of tips and tactics to help retailers and ecommerce merchants do well in search results, and tactics to help stand out among competitors in paid search campaigns.

The Big Picture Track

The Current State Of Personalized Search (#smx #23B)
Personalized search isn’t just a Google thing, anymore. Bing does personalization, too. This session looks at how results are being personalized on both services and what marketers need to consider in a world where searchers all see a different set of results.

Paid Search Track

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

Best Practices with AdWords (#smx #23D)
As Google continues it’s amazing pace of updates and enhancements to AdWords, it means that paid search marketers need to work just as hard to keep up. Last year’s best practices are being trumped with newer, more powerful best practices. Come to this session to learn the best practices for incorporating the most important new features, ad formats, targeting capabilities and campaign automation features that will keep your campaigns moving forward and ahead of your toughest competitors.

Technical SEO Track

Real Answers For Technical SEO Problems (#smx #23C)
Some technical SEO issues can be really tough to troubleshoot and fix. We’ll dive deep into how to diagnose the root cause of issues and how to get them fixed once and for all.

SEO Track

Pagination & SEO (#smx #31A)
What’s the best way to implement complex, paginated sites for effective indexing and ranking? It may not be using conventional wisdom, despite what Google has said to the contrary. Come hear our panelists discuss controversial, but undeniably effective ways to use the rel=canonical and noindex tags and other ways to emphasize (or diminish) the importance of pages within your site.

Analytics & Conversion Track

Video Search Success Stories (#smx #31B)
YouTube is the leading online video destination, which makes it in turn the leading video search engine (and by some measures, the second or third search engine overall). So it’s a given you’ll want to have search optimized videos on YouTube – but don’t stop there. There are many other opportunities for marketers seeking to touch customers via online video. This session offers case studies, tips and tactics for gaining the most leverage from your online video assets.

Paid Search Track

Cousins To Paid Search: Display, Contextual, All In The Family (#smx #31D)
While the search engines are best known for the text ads they display on search result pages, they also offer a wide variety of other ad formats (display, video etc.) that are displayed on thousands of partner sites all over the web. These ad formats can be targeted, and can significantly extend the reach of a search marketing campaign, all using the familiar tools.

SoLoMo Track

The SoLoMo Landscape (#smx #31C)
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.

Clinic Track

PPC Tune-Up Clinic With The SMX Mechanics (#smx #31E)
Just like your favorite old car, PPC campaigns can use a tune-up every now and then to keep them running well. In this hands-on clinic, our certified (and certifiable!) SMX PPC Mechanics will offer you their best expert advice on your PPC ads, bidding tactics, or anything else on your mind. Bring your toughest PPC questions! Based loosely on the hilarious jovial NPR radio show, Car Talk, this session is guaranteed to be as fun as it is informative!

SEO Track

Link Building: Why You’re Doing It Wrong (#smx #32A)
Face it: even though link building is one of the most important things you can do to achieve search engine visibility, it’s also one of the most mind-numbingly boring SEO tasks. And the truth is, most link building "best practices" are either wrong or don’t work anymore. In this session, our panelists skewer some link building sacred truths and share techniques that actually work, rewarding you with more than a pounding headache.

Analytics & Conversion Track

The Hidden Treasures Within Google Analytics (#smx #32B)
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.

Paid Search Track

Remarketing & Retargeting: The New Behavioral Ads (#smx #32D)
Some call it retargeting; others call it remarketing, but if you aren’t doing it you’re squandering both money and opportunity to build stronger relationships with your customers. Retargeting involves understanding user intent via search, and then subsequently advertising to each individual with a combination of search, display or other online ads beyond search, reinforcing your messaging and increasing the likelihood of conversion. Sounds complicated, but recent developments have made it relatively easy to launch and run remarketing campaigns. Our panelists show you how.

SoLoMo Track

Doing Offers Right (#smx #32C)
Groupon popularized social offers, but now just about everyone has gotten into the game. Social offers can be a boon for merchants, but they can also be disastrous if not implemented properly. This session explores the mechanics of offers, when they’re appropriate for a business (and when not) and who the key players are, with plenty of time for Q&A about this burgeoning new channel for marketers.

Clinic Track

SEO Site Clinic 2 (#smx #32E)
This interactive session takes volunteers from the audience and examines their web sites live to provide general feedback about improving them to gain more traffic from search engines.

SEO Track

Ask The Search Engines (#smx #33A)
In this session, you can ask questions and get direct answers from engineers from Google, Bing and Blekko about crawling, indexing, ranking and other organic search issues.

Analytics & Conversion Track

Solution Spotlight by SEMrush (12:45-12:50)
Solution Spotlights are brief introductions to relevant products and services offered by SMX exhibitors and sponsors.

Beyond Rankings: Actionable SEO Reports Your Boss Will Love (#smx #33B)
Still doing search ranking reports for your boss or clients, even though you personally think they’re useless? Or maybe you’re not doing them, but you’re still looking for new ways to show that your SEO campaigns are working. In this session, learn new ways to mine and combine data to create reports that focus on what really matters most to your boss or clients, and provide a path for future SEO work.

Paid Search Track

Ask The Paid Search Reps (#smx #33D)
Google has famously written that to be a paid search advertiser, "all that’s needed is five minutes and a credit card." While technically true, anyone who’s embarked on even a basic paid search campaign knows that you need to spend a lot of time, and in many cases a lot of money to be truly successful. And with Google, Microsoft and other ad networks continually rolling out new features and ad quality requirements, it’s difficult to keep up. In this session, you’ll have the opportunity to put questions directly to representatives from the major search ad networks about their paid search programs.

SoLoMo Track

There Is No "National" Commerce: All Sales Are Local (#smx #33C)
Online retail is huge, but still amounts to less than 10% of all sales. And even if you’re a strictly online retailer, you’re competing against local merchants. So regardless of whether you’re a big-box retailer operating in multiple cities, or a small business or service provider, you need to "think local" to be successful in reaching your target customers.

Clinic Track

Link Building Clinic (#smx #33E)
This interactive session takes volunteers from the audience and examines their questions about link building by going live to the web to seek answers and examples.

SEO Track

Ask The SEOs (#smx #34A)
In this no-holds-barred, all-questions-welcomed session, you’ll get a full-spectrum view of cutting-edge thinking and have your own opportunity to ask for SEO advice from some of the most respected and trusted search engine optimizers in the business.

Analytics & Conversion Track

NO SESSION

Paid Search Track

Ask The Paid Search Buyers (#smx #34D)
Imagine sitting down with the internet’s equivalent of legendary advertising "mad men" David Ogilvy, Leo Burnett, Mary Wells… Now imagine asking them to describe the secrets of their success – how they create brilliant ads out of a few scant words and calls to action, how they entice searchers to buy with carefully crafted landing pages and appealing "information scent." Finally, imagine asking them to reveal the tactics and strategies they use when scrapping with sharp-elbowed competitors and strictly-business search engines so they can keep costs low and profits high. Now, stop imagining! And come to this session where you can ask these (and your) questions with some of the most successful paid search marketers working in the industry today.

SoLoMo Track

Mobile Search Ads (#smx #34C)
Haven’t done mobile search ads yet? You’re missing out on a growing market! eMarketer predicts that mobile ad spend will surpass $6.5 billion in 2012. Google CEO Eric Schmidt has said that "mobile will be a larger business than the PC-Web," likely a primary reason Google recently spent $750 million to acquire mobile advertising network AdMob. This session looks at mobile paid search opportunities and how search marketers can get ahead of this tsunami of opportunity.

Clinic Track

Social Media Clinic (#smx #34E)
Got questions about how to deal with Twitter, Facebook, Digg or other social media sites? We’ve got experts on hand ready to take specific questions from the audience.