SMX Advanced London Agenda – Day 1 – 17 May, 2010

SMX Advanced London Agenda – Day 2 – 18 May, 2010

Full Conference Agenda Day 1 – 17 May, 2010

General

Keynote Address – TBA

Speakers:

Barak Berkowitz, Managing Director, Wolfram | Alpha

Advanced Organic Track

SEO Ranking Factors In 2010 – How much does that H1 tag really matter, versus the number of links pointing at a domain? Do "authority" sites always have an advantage over other sites with less reputation? Is brand recognition now a bigger issue? Do time-honoured SEO techniques work now that search results are personalised, or have real-time results in the mix? This session looks at on-the-page and off-the-page factors that influence web search, to understand what remains useful, what no longer works, and what new signals are growing in importance.

Advanced Paid Search Track

Exploring Google’s New Ad Formats – AdWords: Reliable. Trustworthy. Profitable. Old and stuffy. Now there’s a whole new generation: AdWords video ad, AdWords sitelinks, local AdWords, product AdWords, comparison ads and more. In this session, you’ll learn the pros and cons of each format, how to implement them properly, and how they compliment your existing AdWords campaigns.

Advanced Organic Track

Leveraging Digital Assets For Maximum SEO Impact – When Google introduced Universal Search in 2007, it sent shockwaves through the search marketing community. The typical reaction: "How can my optimised content rank when local, news, video and images results are pushing it off the SERPs?" The simple answer is to optimise multiple types of "web assets" in addition to the text on your web pages, and you’ll often get more exposure on search result pages. Though the answer is simple, the SEO techniques to achieve the desired result usually aren’t. This session looks at the state of universal search today, and how to leverage different types of content to gain maximum advantage.

Speakers:

Rob Kerry, Head of Search, Ayima
Rob Sheppard, Senior UK Product Manager, Ask Jeeves
Ian Strain-Seymour, Social Commerce Strategist / Client Partner, Bazaarvoice
Shmulik Weller, CEO, SundaySky

Advanced Paid Search Track

Amazing New PPC Tactics – What’s hot and happening with paid search? How are some advertisers outmaneuvering their competition, often spending less, ranking higher and earning greater ROI than other advertisers? This session will wow you with some new ideas for your PPC campaigns!

Advanced Organic Track

Link Building Outside Of The Box – Links still rule as a major factor in helping pages rank well. You know all the obvious link building tips such as directories and forums. 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? This session goes off the beaten path with ideas on how to find important, trusted and relevant linking opportunities you might be overlooking.

Advanced Paid Search Track

Search Ad Quality, Under The Microscope – Both Google and Bing measure the "quality" of ads and landing pages, and use these rankings to influence both display position and cost per click. Yet quality scoring algorithms remain a mystery to many marketers. In this session panelists will get so close with Google and Bing’s often opaque quality score factors that it hurts. Learn the current thinking on ad quality assessments and how to use these rankings to maximum advantage.

Speakers:

Richard Fergie, Paid Search Manager, SEOptimise
Patricia Hursh, president and founder, SmartSearch Marketing
Magnus Nilsson, Search Marketing Director, Banner Corporation

Advanced Organic Track

Keyword Research: Beyond The Ordinary – You’ve mastered the tools. You’ve built out your keyword portfolio, keeping the winners and deleting the losers. How do you take it to the next level? This session looks at innovative approaches to keyword research that help you find those really significant keywords your customers are searching for, uncover your competitors’ keywords, mine the long tail for those elusive but truly valuable obscure search terms, and expand your "virtual shelf space" in surprising and non-obvious ways.

Advanced Paid Search Track

Yahoo! & Microsoft Search Alliance: The New Search Powerhouse – Now that regulators have given their blessing to the deal, Yahoo and Microsoft have been moving quickly to transition Yahoo!’s algorithmic and paid search platforms to Microsoft, with Yahoo! becoming the exclusive relationship sales force for both companies’ premium search advertisers globally. Combined, the two will have nearly 30% market share in search, making them an attractive alternative to the global Goliath. Here’s how to take maximum advantage of the new combination.

Full Conference Agenda Day 2 – 18 May, 2010

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

Social Media Track

Proving Social Media’s Value – Sure, social media’s has had plenty of hype – but how do you prove that it offers true value, especially if you’re trying to persuade clients or management to invest marketing dollars in Facebook, Twitter, Digg or other social media campaigns? This session looks at concrete ways to measure ROI and performance of social media activities.

Analytics & Conversion Track

Conversion Science – Landing page testing and tuning. Persona development. Search funnel and user navigation path sculpting. Attribution modeling. These and other tasks are becoming increasingly important for search marketers striving to achieve their ultimate goal: Customer conversion – getting website visitors to take action by buying, registering, downloading, calling – or whatever your desired outcome may be. The conversion scientists on this panel show you how to get inside your visitors’ brains and create an experience that satisfies their needs by leading them seamlessly from search to ultimate conversion.

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

Refreshments & Expo Hall Time

Social Media Track

Advanced Tactics For Promoting YouTube Videos – YouTube is the leading online video destination. It’s also the leading video search engine (and by some measures the second largest search engine overall). But with more than 20 hours of video being uploaded each minute, it’s increasingly difficult to get noticed by YouTube viewers without going beyond video SEO and using innovative approaches that—at least for now—are little used and underappreciated. Tune in to this session to find out how.

Analytics & Conversion Track

Bullseye! Reaching and Closing Your Ultimate Customer – Let us begin by saying that this is not an analytics panel. This isn’t even a technology panel. This panel is about getting to the core of all of our planning, budgeting and endless hours of work – our specific and ultimate consumer. We dare say that this will be the most diverse and unique group assembled at SMX Advanced London this year – highly specialized marketers and researchers who will give attendees an intense look at the differences between how various consumers search and buy.

Social Media Track

Killer Facebook Marketing Tactics – Your Facebook pages – your wall, groups and fan pages – are a parallel universe to your public web pages. Just as you implement search engine optimization tactics to improve web page rankings, Facebook offers many opportunities to enhance your visibility. In addition, Facebook’s self-serve image and text-based ads let you advertise your own web page or even your own Facebook page, reaching more than 350 million unique users worldwide. Social media experts on this panel will share field-proven tactics that reveal how to leverage the power of Facebook.

Analytics & Conversion Track

Top Ten Customised Search Analytics Reports – A marketer can choke on all the data generated by web visits. Even the lowest-end analytics software and services offer hundreds of canned reports, but only a few of these are relevant for search marketers. No matter what vendor you use, these reports should be customised to increase their value to your business. This session looks at the reports most useful to search marketers and how they can be tuned to your personal needs.

Social Media Track

Social Media, Search & Reputation Management – Your client just rang – they’ve had a product recall and negative reports are flying in both traditional media and on the web. The Twitterverse is atweet with snarky comments, and even worse, with links to bad press, causing those stories in turn to get top ranking in web search results. If you’ve ever had to deal with a reputation management issue you know this is a nightmare scenario – but don’t despair. Social media sites offer a key opportunity to influence search results. This session looks at the crucial role they can play.

Analytics & Conversion Track

The Art Of Measuring Local & Mobile Search Results – Most marketers intuitively recognize the value of local and mobile search marketing – but because local and mobile campaigns often lead to offline conversions, their effectiveness can be difficult to measure. In fact, a recent eConsultancy study found that companies have more difficulty measuring return on investment from mobile marketing than for any other digital channel. This session looks at metrics and techniques that offer visibility into and accountability for local and mobile search marketing campaigns.

Social Media Track

Give It Up! Social Media Edition – Our popular Give It Up! session is where our panel of experts share some of their favourite and largely overlooked tips. Then we turn to the audience for more sharing. At SMX Advanced London, we’re introducing our social media edition of the panel, where you’ll learn some fantastic ways to gain even more traction, traffic and reach via social media marketing.

Analytics & Conversion Track

Making Sense Of All The Numbers – You’ve set up your analytics package, and delved into your favourite reports. You’ve set goals, conversion funnels and have faithfully tracked the performance of your paid search campaigns. You’ve developed personas and performed A/B or multivariate testing on your ads and landing pages. And if you’re like many search marketers, you’re overwhelmed by all the data! Panelists in this session talk about ways to winnow the wealth of information about our search marketing efforts into the core nuggets of actionable insight that take our campaigns to the next level.