SMX East Theater Presentation Schedule
ready to go? register now!New York City, NY: October 2-4, 2012
SMX Theater presentations will be held noon to 6:00pm on October 2nd and 10:00am-4:00pm on October 3rd. No presentations October 4th.
All SMX attendees are invited to attend educational sessions from leading search marketing companies in the SMX Theater. Participating companies will present case studies, best practices and solution demonstrations. The schedule below tells you about the companies presenting and what they’ll discuss.
Remember, the SMX Theater is FREE to all attendees, including 
pass holders. Don’t miss the valuable presentations in the SMX Theater on the Expo Hall floor Tuesday, October 2nd and Wednesday, October 3rd.
| Tuesday – October 2, 2012 | ||
|---|---|---|
| Time | Theater A | Theater B |
| 12:00pm-12:20pm |
Google’s Penguin update hit this year and left many sites scrambling to get a handle on their link portfolio. Since then, we’ve helped several businesses clean up their inbound and outbound linkingpractices by identifying and pruning risky links. In this brief theater presentation, Bruce Clay talks about how to approach the sometimes-dauntingprocess of assessing and managing your links, post-Penguin. | |
| 12:20pm-12:40pm |
In a search landscape where millions of keywords define intent, generating the most compelling creative can prove to be a daunting task. For paid search programs, big and small, creative optimization remains the single most impactful strategy for increasing traffic, lowering costs and acquiring more revenue. Attend this presentation to learn how advanced search marketers generate, analyze and iterate on new creative to maximize performance across paid search programs. | |
| 12:40pm-1:00pm |
You wanted us to improve our SEO tools and we listened! See a demo of our new SEO features and realtime results powered by our updated crawl technology. Get a unique inside view of the world according to blekko. | |
| 1:00pm-1:20pm |
Competitor analysis, keyword research, and data monitoring are key component of any Search Marketing endeavor. Competitive analysis unlocks the door to discovering what content; link building techniques and audiences work in the same query space that you are looking to raise visibility. In our conversation we will outline some of the key techniques of analyzing data from competitors and creating strategies! | |
| 1:20pm-1:40pm |
The application of customer intelligence to the customer lifecycle creates new marketing opportunities. Marketers can now use the customer lifecycle as a dynamic means to engage prospects and customers at the right time, with the right offer, in the way they choose to buy. Magic Logix will share how they helped their clients with complex integration between CMS, Marketing Automation, CRM, Analytics and PPC systems – and how this integration has improved demand generation, increased efficiency and more. | |
| 1:40pm-2:00pm |
What effect will the “App Internet” and a mobile-first society have on search marketing? In a quick-fire session, Adam Riff, head of MediaWhiz’s search marketing practice, will explore how brands can develop effective mobile search campaigns, best practices in mobile SEO and how to keep mobile search campaigns from getting lost amidst the app frenzy. The session will conclude with a brief analysis of issues affecting mobile search, such as the proliferation of apps and whether mobile search will continue to be relevant in an app-dominated era. | |
| 2:00pm-2:20pm |
Customer Intelligence and strategies for e-marketers on how to leverage customer demographics, purchase behavior and geo-targeting to increase conversion through advanced segmentation and analytics with email marketing. Successful marketers will be those who use intelligence (or analytics) to gain a deeper understanding of their customers and reflect this through personalized and targeted campaigns, across all digital channels. Over the past years, marketers have built up a mine of “customer data”, that is filled with knowledge around consumer behaviour, needs, wants and desires, and now it is possible to turn this data into gold. Before analytics, content was king…now data reigns! | |
| 2:20pm-2:40pm |
After years of optimizing, many PPC search campaigns have hit a plateau or worse, marketing teams have found themselves losing share of search at an affordable ROI. After you’ve adjusted your keywords, optimized your creative, selected and tested your landing pages, it’s time to introduce the power of Big Data to define your audience. Income, wealth, conversion rate, housing values, and disposable income are the tip of the iceberg in rejuvenating campaigns that were considered dead. It’s time you focused on your audience by using hyper geographic targeting. | |
| 2:40pm-3:00pm |
We’ll be looking at how to determine your audience and how you want to communicate with them as a brand, then your goals for your piece and your keywords. Giveaway – $10 content for all presentation attendees | |
| 3:00pm-3:20pm |
If you knew which keywords were driving sales calls, how would it change your search engine marketing spend? Learn how to get a complete picture of your keyword spend and make more informed decisions on which keywords are generating the leads you want and which are just costing you money. Giveaway – $100 Gift Card | |
| 3:20pm-3:40pm |
Marty Weintraub, CEO, Manny Rivas, Account Manager and Merry Morud, Account Manager The retargeting revolution is taking the online advertising world by storm. Sending highly focused visitors top-of-funnel-down is now more imperative than ever. Learn how classic and psychographic social PPC targeting matters more than ever in this no-holds barred tell it like it is social retargeting PPC rockout! Giveaway – 3 Killer Facebook Ads books | |
| 3:40pm-4:00pm |
Google has made major changes in how they detect and act on links that they consider to be of poor quality. If you have been caught by these actions, this presentation will outline for you the steps you need to take to recover. Giveaway – two autographed copies of the Art of SEO | |
| 4:00pm-4:20pm |
Giveaway to all attendees – Free month’s use of Majestic SEO’s silver subscription | |
| 4:20pm-4:40pm |
What you measure, you improve, and this is especially important in natural search. Learn about the best practices for baselining, interpreting, and tracking your SEO team’s performance, and what metrics will show you where to focus your efforts. Get an inside view into the challenges of measuring correctly, and learn how to do it the right way the first time. Translate your SEO Success into business metrics that C–level executives understand – and how to go beyond simple reporting to build search forecasts. Giveaway – iPad | |
| 4:40pm-5:00pm |
Ranking well for local search should be a top priority for companies looking to drive more traffic to their brick and mortar stores and businesses, while at the same time increasing ecommerce sales through new incremental search traffic. If your business has multiple stores, branch offices, dealers, and/or a local presence, but lacks local coverage on the Internet, this can become a lost opportunity. Learn the important on-site and off-site factors affecting local search rankings on Google+ Local and how to implement these key elements to achieve maximum results. | |
| 5:00pm-5:20pm |
As Google’s privacy policy continuously evolves across their brands, it has naturally effected some of the analytics that are available to marketers. This is no different for people who use use keyword call tracking as a way to optimize and validate marketing campaigns. This presentation will examine some of the side effects that Google’s policy updates have had on session level call tracking analytics and whether or not this will compromise data accuracy over the long term. | |
| 5:20pm-5:40pm |
With ICANN’s new gTLD program moving onward and upward, there are a number of questions for online marketers and businesses. This presentation will discuss the most important things entrepreneurs, business owners, and marketers need to understand in regards to new gTLDs such as .music and .app, what impact they will have on search, and the unique ways companies and organizations can use domains to increase brand awareness and improve customer loyalty. | |
| 5:40pm-6:00pm |
Display advertising can provide a new and valuable opportunity for search-focused marketers to reach consumers along their path to purchase, but driving campaign efficiency at scale across thousands of websites can also be a significant challenge. In this session, Scott Linzer will explain how search marketers can best capitalize on real-time bidding to drive search-like efficiency from display and compliment their overall digital marketing efforts. | |
| Wednesday – October 3, 2012 | ||
|---|---|---|
| Time | Theater A | Theater B |
| 10:00am – 10:20am |
Come here Covario client James Mathewson discuss the importance of governing keywords at the enterprise level, and how it will benefit not only organic search but paid search as well. Proper keyword management can help improve web optimization and content strategy, taxonomy management, social media listening and the overall messaging, branding and advertising of the organization. James will highlight the negative effects of not managing keywords, and how automated tools such as Covario’s Keyword Insight can help a large enterprise with hundreds of web pages manage this more efficiently. | |
| 10:20am – 10:40am |
Building links to get rankings is an easy way to waste time, money and effort. Join Jon Ball from Page One Power as he discusses the quickest way to screw up a link building campaign and how to avoid these common and costly mistakes. | |
| 10:40am-11:00am |
Brad will share data from leading brands and speak to how CMOs are now investing in and directing the search agenda. | |
| 11:00am-11:20am |
Is the search party over – or is it still possible to achieve the triple threat of high quality scores, maximum conversion and a significant share of organic traffic? DAC Group’s case studies show that by leveraging blend of technology and an integrated, multi-channel approach, not only is it possible, it’s a powerful, profitable and predictive recipe for high-yield lead generation. Learn more about how we use highly scaled quality content infrastructures to win big with both users AND pandas… | |
| 11:20am-11:40am |
Learn the right balance of content necessary to establish, increase and maintain the authority and relevance of your website within your industry and online. Discover how a more holistic approach to SEO and content development can help you survive the ever-evolving search algorithms and future Panda updates to come. | |
| 11:40am-12:00pm |
“Term Not Provided” has been the subject of great angst in the SEO world. We will discuss its genesis and the stages that SEO professionals have gone through in dealing with this issue, as well as the ways the seoClarity platform has enhanced their ability to move beyond “term not provided”. Giveaway – iPod Shuffle | |
| 12:00pm-12:20pm |
Paid Search is getting more expensive as more companies are investing in online marketing. So, how do you optimize your campaigns for a rewarding return on investment and return on ad spending for clients? In this presentation, Elite SEM outlines important components to implement and track your adwords campaigns that will help you make the most out of your money. | |
| 12:20pm-12:40pm |
With increased competition and costs, performance-obsessed search marketers are looking for ways to drive dramatic financial improvements in their paid search by reaping every available dollar from the channel. Whether using a platform or homegrown solution, bid optimization plays a critical role in driving overall return on investment and is one area of paid search that deserves the attention of a focused solution with unparalleled functional depth. This presentation will show how using OptiMine Software’s industry-unique keyword-level modeling has driven improved financial results of 25% to 100% in 33 of our last 45 customer-run trials. | |
| 12:40pm-1:00pm |
Congratulations! You’ve gotten C-level commitment and budget approval to expand your company’s internet marketing strategy. Now the pressure is on you to deliver which means you need a strong supporting team that can execute on your company’s business goals. This presentation will cover the key issues around recruiting, training, managing and retaining a team that will deliver a successful and winning internet marketing strategy. Giveaway – Mophie Power Boost Charger for your smartphone | |
| 1:00pm-1:20pm |
Infographics are the fastest-rising content type on the web, but driving results from visual content requires more than publishing pretty pictures. Effective infographic marketing can fuel brand authority, quality traffic and leads. Content marketing agency Brafton shares insights on creating successful infographics for your business, and provides client examples demonstrating strategies for success. | |
| 1:20pm-1:40pm |
Your SEO efforts are worth paying attention to on a regular basis because everyone looks at the organic side of search, and over 85% of searchers click on organic search results over paid search ads. But how do you measure and understand if the tactics you are using are being executed properly? In this session your will learn the 10 SEO metrics to track the progress of your web presence in organic search. Each metric provides signals as to what is working and what is not so your SEO efforts can be constantly tweaked and improve results. Once you’ve mastered SEO for your organization, the increase in leads and conversions will be worth the effort. | |
| 1:40pm-2:00pm |
Link building is becoming as much about people as domains. We’re moving from being an industry of link builders to link relationship managers. Find out how to source data on the people you will need to develop relationships with in your industry and how you can manage them to create natural search traffic and revenues. | |
| 2:00pm-2:20pm |
Come listen to Wayne Applehans from LocationInsight to learn about the five best practices that marketer’s should be utilizing to make their Local SEO efforts more effective. | |
| 2:20pm-2:40pm |
Frequently, people today are afraid to invest in the most cost effective techniques of marketing because they don’t know the effectiveness of SEO & SEM. Join Kool Design Maker to learn the benefits of using SEO and SEM and make your business successful. | |
| 2:40pm-3:00pm |
Practice makes perfect, right? In the game of search advertising, it’s testing that will improve your results. This session will deliver not only ad optimization testing techniques with dynamic keyword insertion, symbols, numbers, and proper casing, but will also share real game plan strategies to drive the results you’re looking for. John Gagnon will share insider tips on how to structure and fine tune your tests and show why it should matter to you. | |
| 3:00pm-3:20pm |
When it’s time to migrate your website, there is a list of things to look out for. Join Mark Knowles to learn 10 important steps you’ll need to be successful. Mark has his hand in over 1,500 website migrations so, bring your questions and we’ll see you there. | |
| 3:20pm-3:40pm |
Local citations are an important part of the online marketing strategy for most agencies’ clients today. Come and learn about the different options available (as well as cost/benefit trade-offs) to get online local profiles distributed and updated. Giveaway – $25 free credit towards WL Marketing services for all attendees | |
| 3:40pm-4:00pm |
It’s been nearly a year since (Not Provided) began appearing in Google Analytics. The initial prediction was that this would only affect 8% of organic searches. For many, this is now their most popular keyword and sometimes even their highest converting. We’ll explore the (Not Provided) challenge and discuss a few ways to tackle this information gap. | |
