SMX London 2013 Full Conference Agenda
Day 1: 15 May, 2013

Keynote – A Key Role For The Search Professional: Company Insight Wizard
Optimizing content and leveraging keywords to drive traffic is the job. But the opportunity comes from combining your rich, intent data with customer behavioral and attitudinal data to develop insights about the marketplace and the business. What can you do to make yourself a better analyst? What are the traits of the truly great? Knowing your raw materials, identifying the problem to be solved and becoming a data artist are just the start. Jim Sterne points the way to becoming a highly valued and indispensable member of your organization.

SEO Track

From Authorship To Authority: Why Claiming Your Identity Matters
While "content is king," many marketers overlook the all-important factor of authority, and the process required to establish and maintain it. This comprehensive session delves into the steps to claim your identity; brainstorming sessions between SEO, social and content development teams, content promotion tactics for gaining authority links and more. Both enterprise SEO teams as well as outside consultants will benefit from strategies shared in this session.

Paid Search Track

Amazing Paid Search Tactics & Tools
What’s hot and happening with paid search? What’s not? Speakers in this session, an SMX Advanced tradition, have had their fingers on the pulse of search advertising over the past year, and are prepared to discuss their insights into supercharging campaigns that the engines aren’t talking about. This session will wow you with some new ideas for your PPC campaigns!

SEO Track

Killer Content Remains King, Queen and Ace
Google has made it clear that quality content is key – but what exactly does that mean? With frequent algorithm updates, how can you keep producing great content and avoid penalties? This session explores the various types of content sites you should be creating, how to repurpose existing content and slice it up for social media, and many other techniques that will increase your visibility and keep your sites out of trouble.

Paid Search 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.

SEO Track

Hardcore SEO Power Tools
As SEO grows more complex and the size of the sites you work on continue to grow, it’s more important than ever to have a set of high-quality tools that both give you a competitive edge and save you time. In this session, our experts discuss and share their favorites.

Paid Search Track

Creating, Testing and Optimizing Ads
Want to write the best ads the world has ever seen, and then prove you’ve done it? This session covers all of the important tactics and best practices, including keyword selection, topics, types of testing, demographics, ad formats and more.

SEO Track

Is Link Building Still Crucial, Or A Waste Of Time & Money?
As search engine algorithms grow more sophisticated, increasingly relying on signals like the knowledge graph and semantic markup, it’s time to ask: is link building still a vital part of a successful SEO effort, or has its heyday passed? Join our panel of expert link builders as they debate the future of links and field any and all questions about this longtime-core SEO activity.

Paid Search Track

Forget What You Know About AdWords & Paid Search
Think you know paid search? Does quality score really matter for all advertisers? Is account history sacrosanct? Is it really better to send people to product specific landing pages than a brand’s homepage? And how does Google’s new "enhanced campaigns" affect things? In this session, our panelists challenge commonly accepted best practices and provide evidence that what you "know" about paid search can actually work against you.