SMX Israel 2013 Agenda

The first step to your search marketing campaigns is to define your message and audience. In search marketing, that means you need to know the search terms that your target audience is using. This session will help you learn how to figure out your search terms and implement those on your web sites. This way both users and search engines have a clear understanding of the purpose of the page. These techniques will help your pages rank in search engines for your key converting keywords.
Moderator: Eli Feldblum of RankAbove
Speakers: Marty Weintraub of aimClear; Mark Ginsberg of Mark Ginsberg Consulting & Julia Logan of IrishWonder.

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: Ophir Cohen of Universal McCann Search
Speakers: Omri Brill of Podium, Noam Yasky of Actv-Tec Ltd. & Ross Plotkin of Kahena Digital Marketing.

This interactive session takes volunteers from the audience and examines their web sites live to provide general feedback about improving them to improve their paid search campaigns.
Moderator: Thomas Bindl of Refined Labs
Speakers: Adam Tal of AdamTal.com, Nir Sever of Real Influence & Dan Perach of PPC Proz.

Penguin was an extreme wake up call for many link builders. This session is designed to explain what link building techniques work after Google’s Penguin update. It is also designed to give you techniques that will be algorithm proof in Google’s future updates. Finally, if you were hit by Penguin, there will be techniques to help you remove links that are negatively impacting your rankings.
Moderator: Olivier Amar of Point Up Media
Speakers: Aaron Friedman of Spark; Marc Levy of 3 Door Digital & Jim Boykin of Internet Marketing Ninjas.

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: Barry Schwartz of RustyBrick
Speakers: Dan Perach of PPC Proz, Adam Tal of AdamTal.com & Menucha Zimmerman of illuminea.

This interactive session takes volunteers from the audience and examines their questions about SEO by going live to the web to seek answers and examples.
Moderator: Gil Reich of Managing Greatness
Speakers: Eli Feldblum of RankAbove, Oren Shatz of SEO Israel & Mark Ginsberg of Mark Ginsberg Consulting.

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: Gilad Sasson of nekuda
Speakers: Eli Feldblum of RankAbove; Uri Breitman of TBWA & Jim Boykin of Internet Marketing Ninjas.

Enough of the basics, in this session, PPC experts will give you advanced paid search tips to give you the edge over your competitors. The session will cover how to audit your paid search campaigns, perfecting landing pages, what PPC metrics you should a voice and some amazing paid search tactics and tools you may not be aware of.
Moderator: Ophir Cohen of Universal McCann Search
Speakers: Dan Perach of PPC Proz; Yehoshua Coren of Analytics Ninja & Thomas Bindl of Refined Labs.

This interactive session takes volunteers from the audience and examines their questions about social media by going live to the web to seek answers and examples.
Moderator: Aaron Friedman of Spark
Speakers: Kelli Brown of Pixel/Point Press & Shira Abel of Hunter & Bard.

You know semantic markup is important, but are you using it in the most effective way possible? This session features marketers that have explored and fine-tuned their approaches to microdata and other ways of expressing authority to search engines. Learn implementation methods for schema and rich snippets and how they can improve your SEO listings.
Moderator: Miriam Schwab of illuminea
Speakers: Alex Moss of 3 Door Digital; Barak Hullman of MarketerEdge.com & Kalman Labovitz of RankAbove.

In this session, we will explore new ways to analyze data from all available sources to improve your PPC campaign performance & SEO strategies. 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: Daniel Waisberg of Online Behavior
Speakers: Amir Yarkoni of Seperia; Yehoshua Coren of Analytics Ninja & Ophir Cohen of Universal McCann Search.

This interactive Google session takes 8 pre-assigned volunteers from the attendees and examines their questions about SEO & webmaster questions. The session is open for a public audience, but only pre-approved attendees get their five minutes with Google’s John Mueller. Note: John will be doing this session live remotely over video conference and will not be physically in Israel.
Moderator: Barry Schwartz of RustyBrick
Speakers: John Mueller of Google Switzerland.

Google and Bing have finally provided their best practices for creating mobile web sites and ensuring they do well in the search engines. This panel will cover the various best practices, from responsive design to dynamic serving, and how Google and Bing want you to implement this on your web sites. At SMX Advanced in Seattle in June 2012 we finally had Google give us those best practices, so this is a must attend session.
Moderator: Barry Schwartz of RustyBrick
Speakers: Ariel Hochstadt of App Loader & Paul Vesely of SEO Web Live.

Once you get the user to your web site, how do you get them to be your customer? How do you get them to convert on your web site. Be it buying something, filling out a form, downloading a white paper, clicking on a link or some other desired action – how do you improve those conversions. This session will cover how to improve conversions on your web site, how to measure those improvements and how to increase your web site’s return on investment.
Moderator: Olivier Amar of Point Up Media
Speakers: Gab Goldenberg of SEO ROI; Amir Yarkoni of Seperia & Roi Ben Ami World Wide Optimization.

Bringing back our classic Hebrew speaking only session. Optimizing your SEO and SEM campaigns specifically for the Hebrew speaking searcher can differ from English language searchers. We have pros on this panel who can share their experience on a basic to more advanced level. This session will be given in Hebrew.
Moderator: Gilad Sasson of nekuda
Speakers: Uri Breitman of TBWA, Yaniv Navot of SEO Israel & Lior Eldan of Verbio.

Managing a brand web site in multiple languages, multiple countries and multiple currencies can be tricky. This session will cover best practices from Google on how to manage your domains, URLs, content and meta data to ensure the search engines understanding your international web sites. Should you go with sub domains, sub folders, or ccTLDs? Who should do your translation? Where should you host your web site. These are just some of the basic questions involved in this topic.
Moderator: Barry Schwartz of RustyBrick
Speakers: Ariel Hochstadt of App Loader; Jason Lax of SAP & Kalman Labovitz of RankAbove.

YouTube and videos are plastered all over Google’s and Bing’s search results. How can you optimize your videos to rank them better? How can you rank higher in YouTube’s search results? What techniques can you use to help your videos go viral. Finally, explore some PPC techniques to help your videos get more exposure on YouTube.
Moderator: Gilad Sasson of nekuda
Speakers: Barak Hullman of MarketerEdge.com & Akiva Ben-Ezra of Ben-Ezra Marketing.

Last year, this session didn’t get a fair shot going against the Google search. Legality in SEO and PPC are very important topics. From competitors keyword bidding on your brand name to hiding trademarks in their meta data, how can you protect yourself legally from legal issues in search. This panel will explore some local and global topics in search and the legal arena.
Moderator: Mayer Reich of RankAbove
Speakers: Yoram Lichtenstein of Yoram Lichtenstein Law & Baurch Bebchick of Bebchick Law.

Constant algorithm updates. “Negative” SEO penalties. Social, mobile and other alternative channels for SEO activities. What’s really important for SEOs to focus on going forward? Join us for this non-PowerPoint discussion to help create your game plan for 2013.
Moderator: Eli Feldblum of RankAbove
Speakers: Gil Reich of Managing Greatness; Roi Sorezki of Sorezki & Jim Boykin of Internet Marketing Ninjas.

Facebook, Twitter, LinkedIn and other social networks are pushing ads like never before. The ad landscape of these social networks change every day. Social ad & Facebook ad specialists will show you how you can use these networks to attract more converting visitors to your web site.
Moderator: Ophir Cohen of Universal McCann Search
Speakers: Marty Weintraub of aimClear; Adam Tal of AdamTal.com & David Mark of Serp Intelligence.

SEO geek alert: Google now recommends using the pagination tag with optional parameters, sort orders, and filters. For the rest of us, that raises questions like: 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: Barry Schwartz of RustyBrick
Speakers: Bonnie Stefanick of Internet Marketing Ninjas; Menachem Rosenbaum of Lucky Boost & Kalman Labovitz of RankAbove.

Google+ & Twitter are hot social networks that are growing at rapid paces. This session examines the core mechanics of Google+ & Twitter and how marketers should best interact with all of its moving parts.
Moderator: Hillel Fuld of inneractive
Speakers: Aaron Friedman of Spark; Miriam Schwab of illuminea; Tzafrir Rehan of Do Share & Jon Burg of Wibiya/Conduit.

Are you in an aggressive competitive space online? Learn how to compete ‘dirty’ through techniques you don’t want to tell your mother about. Learn how to rank for porn, pills and casino related keywords or at least how to un-rank your competitors. Warning, this session is for educational purposes, so you know how to protect your site and brand.
Moderator: Gilad Sasson of nekuda
Speakers: Ziv Dascalu of Wise Impact; Ari Nahmani of Kahena Digital Marketing; Tal Prihar of Tal Advance Tech & Sagi Kahalany of blackjack.

One of the most respected Google Webmaster Analysts, John Mueller, will be representing Google on this interactive question and answer panel. John will answer questions submitted before and during the event. John is based in the Google Zurich, Switzerland office and specializes in helping webmasters across the globe do better in Google. There will be time for question and answer towards the end of the panel. This is your chance to talk with a real Google representative about your web site and its performance on Google. Important Note: John will be doing this session live remotely over video conference and will not be physically in Israel.
Moderator: Barry Schwartz of RustyBrick
Speakers: John Mueller of Google Switzerland.