SMX London Agenda – Day 1 – 18 May, 2009
Expo Hall Hours: 8:00am – 7:00pm

SMX London Agenda – Day 2 – 19 May, 2009
Expo Hall Hours: 8:00am – 6:00pm

Full Conference Agenda Day 1 – 18 May, 2009
Expo Hall Hours: 8:00am – 7:00pm

General

Opening Remarks & Keynote Address: Search and the Evolution of Marketing –

Join us for a strategic view of how marketing is evolving – and the critical role search must play – from one of the world’s most influential marketing executives. Brian Fetherstonhaugh, Chairman and CEO, OgilvyOne Worldwide, brings a unique vantage point on how brands are built, how corporate cultures are created and what happens as the world goes digital.

Some beliefs Featherstonhaugh will be underscoring during his dynamic keynote presentation include:

• Marketing is changing – right down to its fundamental pillars. The “Four P’s” are no longer valid.
• Consumers are adopting digital much faster than marketers (what I call the “Marketing Confidence Gap”). Why does it exist? Why isn’t it going away? What will finally close the gap?
• Search is the single most profound change in marketing I have seen in over 25 years. It is a gift from the gods. Will marketers squander it, or turn it to gold?

Search Issues Track

Searchscape: Latest Stats About The Search Engines – What’s going on with the major search engines, especially in terms of who is winning in the search engine wars for visitors? In this panel, major online ratings and analytics services share their views on the current search landscape. Special topic: the Google Gap. Why do so many web sites report a much higher percentage of their traffic coming from Google versus the share of searches that it supposedly has?

SMX Advanced London: Paid Search Day

Analyzing & Converting Paid Search Traffic – Paid search programs offer a multitude of opportunities for testing and comparing different elements to see which are most effective in converting visitors. This session looks at the most effective tactics for getting the most from your paid search campaigns with the help of data from search analytics packages.

Search Issues Track

Understanding Searcher Needs & Intent – Searcher behavior is complex, and if your search marketing campaign doesn’t strive to understand and satisfy user needs and intent, it’s unlikely to be successful. In this session researchers who have studied searchers present key findings and recommendations for getting into the mind of the searcher.

SMX Advanced London: Paid Search Day

Writing Killer Search Ads & Landing Pages – Before you can convert your visitors, you’ve got to get them to click through from your ad. Enter the art of writing ad copy. Learn how much you can say, and how powerfully you can say it, in with only a few words. And then once you’ve got them to click, how to persuade them to take action on your conversion goal.

Search Issues Track

Analyzing & Converting Organic Search Traffic – We’ve come a long way from the days when our focus was on ranking position in search results. Now, search analytics packages can help you slice and dice traffic from search engines in dozens of ways. This session looks at the important insights you can get from visitors who found you through organic search results – and more importantly, how you can get more of them to convert.

SMX Advanced London: Paid Search Day

Landing Pages & Multivariate Testing – In this session, a look at what happens when you test alternative versions of landing pages with multivariate testing tools — tools that let you change various elements of the page dynamically to see which elements of pages test better with people, sometimes with surprising results that lead to dramatic increases in conversion.

Search Issues Track

Brand & Reputation Management Strategies – With the proliferation of blogs, social media and other "consumer generated content" sites it’s getting more challenging for organizations to manage perceptions about their products and services. How can you respond to negative opinions, much less find them? How can you correct misleading information on sites you don’t control-including search result pages? Learn how to "take back the web" in this session.

SMX Advanced London: Paid Search Day

Paid Search & Tricky Issues – Trademarks, duplicate listings, match types, getting good support — these are just a few of the tricky issues with paid search. This session covers such topics and solutions to make your life with paid search easier.

Full Conference Agenda Day 2 – 19 May, 2009
Expo Hall Hours: 8:00am – 6:00pm

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

Big Site & Big Brand Track

Industrial Strength SEO – When you’re doing SEO for a big site — or tens or hundreds of sites — you’ve got to bring in the big tools, lots of organizational skills and knowhow to integrate SEO with the ongoing web production processes and employee thinking in general. This session examines both the technical and organizational challenges of running huge web sites that must be search friendly.

SMX Advanced London: SEO Day

Blow Your Mind Link Building Techniques – Want to learn how to build a database of high-value link acquisition targets? Want to know how to get on the radar of nonprofits, government and university departments and compel them to give you some of that sweet, authoritative link love? Want to learn the most coveted secrets to "buying" the links the engines would never consider a "paid link?" This, along with non-traditional link sources, linking strategies are covered in the session.

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

Refreshments & Expo Hall Time

Big Site & Big Brand Track

Diagnosing Web Site Architecture Issues – Site isn’t being indexed fully? Experience a huge drop in rankings or traffic? This session provides a step by step checklist for diagnosing site issues using freely available tools.

SMX Advanced London: SEO Day

What’s New With Social Media Marketing – This session looks at the latest changes to promoting your site through social media marketing venues.

Big Site & Big Brand Track

Integrating Search & Offline Marketing Campaigns – How can search support the purchase of offline goods and services? How can offline advertising and activities drive people to search, which in turn may send them back offline to interact with brands and companies. This session explores how both sides can support and enhance each other.

Speakers:

Ross Barnes, Head of Digital Media, Response One Group
Anne Kennedy, Managing Partner, Beyond Ink
Jon Myers, Head of Search / Associate Director, Mediavest, MediaVest
Richard Stanley, Head of Advertiser Solutions, Yahoo! UK & Ireland

SMX Advanced London: SEO Day

Analytics Every SEO Needs To Know – It’s more than just rankings and traffic reports to measure the health of SEO efforts. This session focuses on analytics that SEOs should be considering.

Big Site & Big Brand Track

SEO Checkup – This panel of SEO experts reviews sites live on the web and offers advice on improving indexing and ranking. Volunteer your site or learn from the audience as others are reviewed.

SMX Advanced London: SEO Day

Advanced Keyword Research Tactics – You know all the standard keyword research tools and techniques. This session takes things to the next level.

SMX Advanced London: SEO Day

Give It Up! – No more secrets time. In this session, our panel of noted SEOs all share some of their favorite and largely overlooked SEO tips. Then we turn to the audience for more sharing. Attendees vow not to blog what’s discussed for the now traditional 30 day waiting period. Search reps in the audience agree to a 30 day delay in fixing any loopholes, too — or give up their own secret.