Full Conference Agenda – Day 2

Issues & Tactics Track

Search Analytics & Competitive Intelligence – Your competitors are smart and aggressive. Knowing their search marketing strategy allows you to validate your own, and to outflank them with innovative tactics. Search analytics is the answer. This session shows you how to implement and profit from a comprehensive competitive intelligence campaign.

Vertical SEM Track

Beyond Search: Leveraging Ads On Facebook, Twitter & LinkedIn – Not advertising on Facebook? You’re missing out on potential traffic from the second largest internet website, with more than 600 million unique users. And if you’re familiar with Google AdWords or Microsoft’s adCenter you’ll love Facebook’s self-serve image and text-based ads that let you advertise your own web page or even your own Facebook page or event. Twitter and LinkedIn offer similar programs. You really should make time to friend these programs at SMX.

Issues & Tactics Track

Keyword Research Ninja Tactics – Keyword research tools are powerful and plentiful—and your competitors are using them for the same reasons you are. This session explores keyword research "outside of the box," mining unique or unusual sources of data for insights and opportunities that others overlook.

Vertical SEM Track

Credit Where Credit Is Due – Demystifying Online Attribution – Measuring ROI is key to effective online acquisition efforts. When you know what’s working (and what isn’t), you can react quickly. Just as important are the insights online data can give you about your customers: what were they searching for that caused them to buy? Did that display ad make all the difference? Unfortunately, attributing all conversions to the last click is easy to do with current analytics products, yet doing so obscures real customer data and effectiveness measurements. This panel will provide real answers on how to track a customer’s searches through all phases of the buying cycle, how to measure cross channel "assists", and how to avoid the dangers of last click attribution.

Issues & Tactics Track

Refriending Google: Dealing With Penalties & Suspensions – Although Google says only 12% of all websites were affected by its recent "Farmer" update, many legitimate websites felt the sting of new ranking algorithms. And it’s not always easy to understand why Google suspends paid search campaigns. But fear not—If your site or ad campaign has had a setback you can get back into Google’s good graces by following the tips and tactics our panelists present during this session.

Vertical SEM Track

Speaking In Tongues: Mastering Multinational Search – Setting up and running multinational campaigns is the new frontier for search marketers. But it’s not enough just to translate a website and expect good results. Cultural localisation, hosting issues, working with different currencies, tariffs and payment systems all need careful work. This session shows you how to master the lingua franca of the international marketplace without making costly mistakes.

Issues & Tactics Track

Social Signals & Search – It’s no longer theoretical. Both Google and Bing say that they factor social signals into their ranking algorithms for "regular" search results. Who you are socially, your authority, the authority of those who talk about you (or your company) all play a role. This session looks at how social signals are currently being used with search.

Vertical SEM Track

What’s New In Local & Mobile – According to Google, as many as 30% of all search queries have local intent. And according to IDC, more internet-capable mobile devices will be sold this year than computers. In short, local and mobile are both here and huge, and will continue to be an important part of many search marketer’s activities. This session looks at new developments in local search, location services, mobile apps and ads.

Issues & Tactics Track

Legal Update: ASA Compliance, Click Fraud, Privacy & More – As if managing the complexities of search optimisation or a paid search campaign weren’t enough, online marketers face increasing challenges on another front: compliance with regulations and policy guidelines. In this session, search marketers and legal experts discuss recent developments you need to be aware of to avoid running afoul of regulators with increasing power to derail your marketing efforts.

Vertical SEM Track

Extreme Makeover, The SEO Edition – Is it really possible to take a site from nowhere to top rankings in 3 months? That’s the challenge we issued to each intrepid speaker on this panel, who volunteered to work on a small business or charity website, each in a different niche, that was ranking on page 5 (or worse) on Google for the site’s main search term. The speaker had 3 months prior to SMX Advanced London to work with website and improve SEO rankings, traffic and revenue. Our speakers will reveal what advice was offered, the changes made—and most importantly, the end result.