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.

Reception

Search & Social Track

Tuning Up Your Twitter Tactics
Twitter is a proven source of traffic, but it’s no longer just about simply pushing out a quick 140-character update to your followers. Other important considerations now include time of day, frequency of tweets and retweets, the authority of those who retweet you, Twitter’s expanding promoted tweet program and many other increasingly complex factors. Attend this session and get the insight you need to drive more traffic – and potential customers – from Twitter.

SMX Advanced Track

Prioritizing Your Search Marketing Efforts
Conferences like SMX are great for learning new tactics and techniques. But then, when you get back to your office and are fired-up and ready to roll… what should you tackle first? Which approaches will have the greatest impact on your success? Which are quick and easy to implement, and should you do those before you tackle the harder tasks that may have a greater long-term impact? Veteran search marketers share how they prioritize and plan their work in this session.

Search & Social Track

Facebook’s New Graph Search & Its Marketing Implications
Facebook’s recently unveiled Graph Search is currently being rolled out as a small private beta, but over time all billion-plus users will have access to it, so it’s something all online marketers should start thinking about. While it’s currently not a direct threat to Google, it’s very good at people search, local & vertical search and entertainment search. Come hear our panel discuss how graph search is unique, how it will change SEO, and the opportunities and challenges it’s likely to present for advertisers and marketers.

SMX Advanced Track

Paid Search Advertising in a Multi-Device World
Mobile ads, including those displayed on tablet devices, are growing faster and are more popular than ever, with some estimates suggesting they make up as much as 30% of all paid search volume. But mobile users have different needs and wants than desktop users, so your campaigns must be designed accordingly. This session features a discussion of the issues, and strategies and tactics you’ll need to succeed in a multi-device, always-on world.

Search & Social Track

Social Media Automation: The Good & Bad
Life can be much easier with the right tools to help automate your social media sharing. But leaving the machine unattended can cause problems. In this session, best practices for blending automation of social media with human oversight will be covered. Learn how to create a more efficient, yet still human "voice" and avoid potential disasters.

SMX Advanced Track

Advanced Keyword Research & Competitive Analysis Tactics
Doing keyword research? There are a range of tools you can – and should – consider. But don’t do your research in a vacuum – you also need to have a strong understanding of your competitors and what they consider to be their strongest keywords. This session looks how to perform better research to attract visitors and customers.

Search & Social Track

SEO & Google+
It’s been over a year since Google CEO Larry Page stated Google+ is the "new DNA" for all aspects of Google. Not yet convinced Google+ is worth the effort? This session is for you. We’ll examine the flexibility to connect with followers, features unique to Google+ that search marketers should know about, and the overall impact the platform has on social search.

SMX Advanced Track

Ready, Aim, Fire… Then Retarget!
If that visitor from your search ad doesn’t convert, retargeting (also called remarketing) allows you to keep your message in front of them as they visit other sites across the web. This session looks at how the pros are making use of retargeting to extend their reach and boost conversions. Learn the right and wrong ways for advertisers to stay on target.

Ask The Search Marketing Experts – Open Q&A
Get solutions to your most vexing search marketing challenges from our panel of veteran search marketing experts. This enlightening and entertaining powerpoint free session is a great way to wrap up your SMX London experience.