SMX East Agenda – Tuesday, October 2, 2012 – Expo Hall Hours: 12:00pm – 6:00pm

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

Breakfast & Registration

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

SMX Boot Camp Track

SMX Boot Camp: Keyword Research & Copywriting For Search Success (#smx #11A)
The first step to any successful 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 – and also pleases your human visitors.

Moderator: Debra Mastaler, President, Alliance-Link (@debramastaler)

Speakers:

Christine Churchill, President, KeyRelevance (@keyrelevance)

SEO Track

What SEO Performance Metrics Are Truly Important? (#smx #11B)
Your boss or client may think top rankings are gold, but most knowledgeable SEOs will tell you those stats are so 20th-century that they’re virtually irrelevant. So how do you measure – and more importantly, prove – the value of your SEO activities, especially in the age of personalized, unique search results for everyone? Speakers in this session have promised to “open up their kimonos” and reveal the really useful, measurable techniques they use to demonstrate the value of their work.

Moderator: Rhea Drysdale, Co-Founder & CEO, Outspoken Media, Inc. (@rhea)

Speakers:

Rob Bucci, Founder, STAT Search Analytics (@STATrob)
Rhea Drysdale, CEO, Outspoken Media, Inc. (@rhea)
Vanessa Fox, Contributing Editor, Search Engine Land (@vanessafox)
Ryan Jones, Manager SEO Strategy & Analytics, Sapient (@ryanjones)

Paid Search Track

Pumping Up Your Flabby PPC Pecs (#smx #11D)

Paid Search track sponsored by

Kantar Media

OK, so the campaigns you’ve been running have been successful. But take a look in the mirror – wouldn’t it be nice to whip them up into better shape? Take advantage of new ad formats and targeting options that make them more appealing and irresistibly clickable? Or enlarge that ROI a bit? This session explores how to take your existing campaigns to peak performance.

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

Speakers:

Jeff Allen, Account Director, Hanapin Marketing (@jeffallenUT)
Brad Geddes, Founder, Certified Knowledge (@bgtheory)
Elizabeth Marsten, Director of Search Marketing, Portent, Inc. (@ebkendo)

Local & Mobile Track

Meet Siri: Apple’s Google Killer? (#smx #11C)
“Siri? Can I trust you more than Google?” Despite voice search being available on Google for a long time, Apple’s Siri introduced the masses to the concept of voice search, and it’s becoming clear Apple intends to become a major player in search, despite the challenges of going up against Google and Microsoft. In this session, we’ll explore how to optimize for Siri, as well as if/when you should commit significant resources to the effort.

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

Speakers:

Bryson Meunier, Director of Content Solutions, Resolution Media (@brysonmeunier)
Will Scott, CEO, Search Influence (@w2scott)
Andrew Shotland, Proprietor, LocalSEOGuide (@localseoguide)
Bill Slawski, Senior SEO Consultant, Webimax (@bill_slawski)

Plus Session Track 

SEMPO (Search Engine Marketing Professional Organization)

Worries of Digital Marketers & What They Are Doing About Them: A Panel Discussion

Algorithms’ updates, mobile, and local are the top emerging trends shared in the most recent SEMPO State of Search Report. And while both agencies and companies similarly prioritized these same challenges, the survey indicated that there are differences in how they are adapting to these developments. Join this lively discussion with representatives from both agencies and advertisers/companies to find out what is working, what’s not, and best practices to keep you ahead of the curve in this ever changing landscape.

Moderator:

Marc Engelsman, Director, Strategy and Client Relationships, Digital Brand Expressions

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

10:15am-10:45am
(30 min)

Refreshment Break

10:45am-Noon
(1 hr 15 min)

SMX Boot Camp 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.


SMX Boot Camp: Link Building Fundamentals (#smx #12A)
Ever since Google created PageRank, every good search marketer’s motto has been “I link, therefore I am.” They’re important! 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).

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

Speakers:

Debra Mastaler, President, Alliance-Link (@debramastaler)

SEO 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 SEO Technical Metrics Are Truly Important? (#smx #12B)
Google is getting increasingly stringent on its rules about what constitutes “acceptable” SEO. The good news: they’re offering a lot of detail about what is and isn’t acceptable. The bad news? It’s not always clear how to determine when you’re playing nice or stepping over a line, and Google starts making life miserable for you and your site. This session examines the technical metrics that you should focus on to assure your SEO efforts are in compliance with Google’s increasingly strict guidelines.

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

Speakers:

David Burgess, Head of New York Office, Ayima (@davidburgess00)
Vanessa Fox, Contributing Editor, Search Engine Land (@vanessafox)
Dixon Jones, Director, MajesticSEO (@Dixon_Jones)

Paid Search Track


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


The Optimal Conversion Recipe: Search, Display & Retargeting (#smx #12D)

Paid Search track sponsored by

Kantar Media

Many search marketers have to manage both text and display ads, and how to do this best is an important concern. An key success factor with this juggling act is retargeting: understanding user intent via search, and then subsequently advertising to each individual with a combination of search, display or other online ads beyond search. This session looks at how the pros are making the most effective use of a rich combination of all types of marketing assets to extend their reach and boost conversions.

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

Speakers:

James Green, CEO, Magnetic
Joseph Kerschbaum, Vice President, Clix Marketing (@joekerschbaum)
Kevin Ryan, CEO, Motivity Marketing (@KevinMRyan)
Susan Waldes, Account Director, PPC Associates

Local & Mobile Track


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


Looking Ahead: Local Search In 2013 (#smx #12C)
The local search opportunity continues to expand, with the evolution of Google Places into Google + Local, Apple’s new maps feature, Bing’s continuing investment into local – not to mention the local verticals such as Yelp, TripAdvisor and the location-specific apps proliferating on mobile devices. This session explores where we’re going, how we’ll get there and where to find the opportunities in local search.

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

Speakers:

Matt Booth, Chief Strategy Officer and Program Director, Interactive Local Media, BIA/Kelsey
Andrew Shotland, Proprietor, Local SEO Guide.com
Greg Sterling, Founding Principal, Sterling Market Intelligence (@gsterling)
Gregg Stewart, President, 15miles (@greggstewart)

Noon-1:30pm
(1 hr 30 min)

Lunch, Expo Hall & SMX Theater Opens

1:30pm-2:45pm
(1 hr 15 min)

SMX Boot Camp Track


Solution Spotlight by ClickPath (1:30-1:35)
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.

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

Speakers:

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

SEO Track


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


Google Bought A Zoo: Surviving Penguins, Pandas & Other SEO Beasts (#smx #13B)
According to search honcho Amit Singhal, Google is making up to 600 changes to its algorithm per year. Some major, some minor, but all potentially having an impact on whether your site and content is found when people are searching. How do you track these changes? How should you respond? Attend this session to get answers, and learn the best strategies for getting back in Google’s good graces should you get negatively hit.

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

Speakers:

Eric Enge, CEO, Stone Temple Consulting (@stonetemple)
Erin Everhart, Director of Web Marketing, 352 Media Group
Todd Friesen, SVP, SearchFanatics (@oilman)
Ross Hudgens, SEO Manager, Full Beaker, Inc

Paid Search Track


Solution Spotlight by 7Search.com (1:30-1:35)
Solution Spotlights are brief introductions to relevant products and services offered by SMX exhibitors and sponsors.


PPC Analytics: Crunching Your Own Data (#smx #13D)

Paid Search track sponsored by

Kantar Media

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. Plus we’ll provide you with new types of KPIs, PPC analytics, attribution models, and trend line analyses that will help you identify new opportunities for optimization.

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

Speakers:

George Michie, Co-Founder, RKG (@rimmkaufman)
Marc Poirier, Co-Founder and CMO, Acquisio (@marcpoirier)
David Rodnitzky, CEO, PPC Associates (@rodnitzky)
David Roth, Sr. Director, Search Marketing, Yahoo (@daverothsays)

Local & Mobile Track


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


Being Found Through Mobile Apps (#smx #13C)
Most marketers recognize the increasing significance of mobile apps, but don’t understand how they work or how to optimize to be found on them. And that’s a lost opportunity, because mobile searchers are increasingly forgoing browser-based search for specialized apps. This session looks at some of the most popular search-oriented apps and provides solid advice for creating “appilicious” content that’s more likely to be found by those not using traditional desktop search.

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

Speakers:

Andy Atkins-Krueger, Group CEO, WebCertain (@andyatkinskruge)
Mary Beth Brendza, Founder & CEO, App Express
Adam Dorfman, Partner, SIM Partners
Tomer Kagan, CEO and co-founder, Quixey

Plus Session Track 

Covario
2:45pm – 3:30pm
(45 min)

Refreshments & Expo Hall Time

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

SMX Boot Camp Track


Solution Spotlight by Magic Logix (3:30-3:35)
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. The reality, however, is that search engines are the starting point for most internet users these days, and if your site is difficult for Google, Bing or other search engines to “read”, it’s never going to work for your human visitors, either. Attend this session and learn how to create search engine friendly sites that are equally appealing to human visitors.

Moderator: Shari Thurow, Founder and SEO Director, Omni Marketing Interactive (@sharithurow)

Speakers:

Shari Thurow, Founder and SEO Director, Omni Marketing Interactive (@sharithurow)

SEO Track


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


SEO Beware: Black Hat Tactics To Avoid & Be Wary Of (#smx #14B)
Like drugs, black hat tactics tempt those who want seemingly quick and easy paths to search marketing nirvana. But the highs they offer also never last, and can often lead to permanent disabilities. Nonetheless, all upstanding search marketers should understand that they’re facing competition from the “bad guys,” and this session explores the daring cunning of their tactics, how to respond, and most importantly provides solid reasons for never being tempted by the “dark side” that lures the black hat marketer.

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

Speakers:

Kerry Dean, Chief Traffic Officer, Performance Media Group (PMG) (@kerrydean)
Rob Kerry, Co-founder, Ayima (@robkerry)
Michael Streko, Co-Founder, KnowEm LLC (@streko)

Paid Search Track


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


PPC Analytics: Competitor Analysis (#smx #14D)

Paid Search track sponsored by

Kantar Media

It’s not enough to be brilliant with your own paid search efforts. You also need to have an intimate understanding of your competitors – their keywords, landing page and quality score strategies, campaign management efforts – everything that they’re doing to enhance their visibility and jostle you out of your hard-won positions. It’s relatively easy to apply the time-tested techniques of competitive intelligence to give yourself an edge, and this session shows you how.

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

Speakers:

Daniel Owen, VP of Search Marketing, Direct Agents (@DirectAgents)
Lyena Solomon, Web Optimization Analyst, Yo! Yo! SEO (@lyena)
Matt Van Wagner, President, Find Me Faster (@mvanwagner)

Local & Mobile Track

How To Play In The Exploding Mobile Ads Universe (#smx #14C)
eMarketer predicts that mobile ad spend will surpass $17 billion in 2012. Haven’t done mobile search ads yet? Stop missing out! This session looks at mobile paid search options and how you can make the most of this tsunami of opportunity.

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

Speakers:

Chi-Chao Chang, President, Products & Technology, xAd Inc.
Bill Dinan, President, Telmetrics (@Telmetrics)
Laura Thieme, CEO, Bizwatch (@bizwatchlaura)

Plus Session Track 

Page One Power
4:45pm-6:00pm
(1 hr 15 min)

Expo Hall Reception

SMX Expo Hall Reception

The SMX Expo Hall Reception is the most fun you can have in an Expo hall. Join us to talk, relax, have a drink and snacks while you visit with market-leading solution providers. See all the exhibitors and sponsors here.

6:00pm – 7:00pm
(1 hr)

Sponsored by

SEMPO (Search Engine Marketing Professional Organization)

Expo+
What’s this?

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.