Search Marketing Expo Stockholm

8:00-9:15

9:15-9:30

9:30-10:00

10:00-10:30

10:30-11:45

Panel 1: Boot Camp

Keyword Research Tools & Techniques
The first step to success with any marketing campaign is to know your message. With search marketing, that means knowing the search terms that are being used by your target audience. Understand what they’re searching for, and you can tune-in to their traffic via search engines. This session covers tools and techniques of performing keyword research.

Panel 2: Advanced

The Blended Search Revolution
The first generation of search engines ranked pages based on the content of those pages alone – the words on the page. The second generation increased relevancy by analyzing links. The third generation, Search 3.0, is upon us now in full force. Google Universal Search, Ask.com’s Morph, Microsoft Live Search Scopes and Yahoo Shortcuts are different names for the same core concept – automatically blending in results from specialized or “vertical” search engines such as video search or local search. This session looks at the revolutionary change happening with blended search and how search marketers can ride the wave to success.

Panel 3: Search Marketing Management

Outsource or Insource your Search Marketing efforts?
Having your Search Marketing Management in house has many advantages: You can access data and projects results anytime and you can adjust strategies to market changes in no time. The obvious costs for an in house solution are quickly determined but what about the hidden costs? How much staff is needed, what sort of experience do they need to have and which other resources are vital? It might be that outsourcing your SEM efforts to an agency is a much more cost efficient solution. In this session we will discuss the pros and cons of both solutions.

11:45-13:15

13:15-14:30

Panel 1: Boot Camp

Paid Search Fundamentals
Paid search allows you to generate traffic from search engines by purchasing ads, usually on a cost-per-click (CPC) / pay-per-click (PPC) basis. This session covers the basics of how to purchase placement from the major search engines, including best practices for success with your ads.

Panel 2: Advanced

Search 4.0: The Personalised Search Revolution
The Search 3.0 revolution of blended search isn’t even over, and we’re talking Search 4.0 already? Yes, because Google isn’t waiting around. Google Personalized Search changes the SEO game dramatically, since those using the service have individually tailored results – and more and more are using it each day. This session looks at how personalized search works, what SEOs can still to do influence those results and what might happen with personalization at the other major search engines.

Panel 3: Search Marketing Management

Managing International Search Campaigns
You can run global search ad campaigns on the big three engines, but you may get better targeting and more success using powerful regional players, even some you may not be familiar with. In this session you will get an overview of options and how to effectively manage an international search advertising campaign.

14:30-15:00

15:00-16:00

Panel 1: Boot Camp

Link Building Fundamentals
Links are the way search engines made the great leap forward from Search 1.0 to 2.0. They remain one of the most important factors influencing rankings. This session covers how search engines perform link analysis to rank pages and how to increase your traffic by building quality links in an appropriate fashion.

Panel 2: Advanced

Nordic Search – What’s going on?
Who are the dominant players and which players are the ones to watch closely? What are people looking for and how is that different to other markets? In this session our experts will bring you up to speed with the Nordic Search market.

Panel 3: Search Marketing Management

KPIs for Search Marketing
One of the most efficient tools for managing your search marketing efforts is to establish KPIs (Key Performance Indicators). In this session you will learn which KPIs you should use for Search Marketing and why.

16:00-17:00

Panel 1: Boot Camp

Copywriting For Search Success
It’s pretty simple. Want to be found for certain words? It helps to actually use those words in your web pages! This session covers the importance of textual content to search engines and how with some forethought, you can create HTML title tags and body copy that works to generate search traffic yet which also pleases your human visitors.

Panel 2: Advanced

The Future of SEM/SEO – Discussion
Competition in the CpC and SEM area is increasing rapidly. High demand and limited supply have resulted in a massive price increase and companies must carefully consider whom they want to give their advertising euros to spend and how this can be done in the most cost efficient way. Who will be the owner of the SEM/SEO future? Online agencies, SEM/SEO specialists or is an inhouse solution the model of the future? Will SEM/SEO remain to be the most cost efficient channel or do we have to find alternatives?

Panel 3: Search Marketing Management

Synchronising Paid and Organic
Tools and strategies for search marketing efforts vary depending on which traffic increase you are aiming for: Paid or Organic. But how do you synchronise Paid & Organic in order to maximize your results?

17:00-19:00

8:00-9:00

9:00-10:15

Panel 1: Tactics

Reputation Monitoring & Management Through Search
What do people find when they search for you by name? Is it negative? If so, what do you do? What can you do? Depending on the situation, there are a range of tactics that may help. This session explores the issue.

Panel 2: Case Studies / Specials

Web Analytics for Search Discussion Forum (joined session with eMetrics Marketing Optimization Summit)
This session provides an overview of web analytics and how it can be used to analyze search marketing performance, followed by Q&A with web analytics experts and tool representatives.

10:15-10:45

10:45-12:00

Panel 1: Tactics

SEO & Blogging
Blogging can help SEO in a variety of ways. Blog posts are “syndicated”, meaning your content – and your links – spread across the web. There are also dedicated blog search engines with readers you might be missing, if you’re not blogging. This session introduces you to blogging and the SEO advantages it offers.

Panel 2: Case Studies / Specials

Case Studies – Paid Search
In this session speakers will share valuable case studies and experience of paid search programs that you can use and apply in your own situation. learning from other peoples experiences is very valuable and this session is a must attend if you are spending money on Adwords or Yahoo!.

12:00-13:30

13:30-14:45

Panel 1: Tactics

SEO & Social Media Marketing
More and more, people are finding that social media marketing – SMM – can help with SEO efforts. Getting your content into the major social media sites can generate links or provide rankings you might not be able to tap into with your own site. In this session, SMM essentials that SEOs need to know.

Panel 2: Case Studies / Specials

Case Studies – Measuring Search
Examples and case studies on what other people measure and how to set up a sustainable program is valuable information to any marketer doing business online or offline. The session will include examples of successful case studies and experience of how to make sure all your pages and all your efforts are being tracked.

14:45-15:15

15:15-16:15

Panel 1: Tactics

Exclusion by the Search-Engines / Spam and Webmaster Guidelines
Had a site hit the search engine penalty box? In this session, search engines share the latest on how they give you official signs of this, along with reinclusion procedures. The session includes time for audience-driven discussion on penalties and how procedures might be improved.

Panel 2: Case Studies / Specials

The Big Picture: Mobile Search
Mobile search promises to be the next “big opportunity” for internet marketers. “Local” and “Mobile” search – though regarded today as separate categories – are converging rapidly. Search marketers who recognize these trends early and adopt strategies and tactics to capture these new channels will reap early adopter benefits. Come to this session and be on top of the latest developments.

16:15-17:15

Panel 1: Tactics

Search Advertising: Test & Tactics
Not all ads convert equally and it’s not always obvious why. To maximize the impact of your search advertising, it’s important to test different combinations of ads and landing page copy, and evaluate the results. This session explores the various methods and tools available for most efficiently testing and improving your search results.

Panel 2: Case Studies / Specials

Website TuneUp
If your web site isn’t as successful in search results as you’d like, come to this session and volunteer to have our group of experts diagnose the problems and offer concrete suggestions for improvement.

17:15