Search Marketing Expo Stockholm

8.00 – 9.00

Registration and Continental Breakfast

Exhibition Hall

9.00 – 9.45

Keynote – Commerce, Community & YouTube

Congress Hall B

YouTube is the very epitome of digital culture. If the site is anything, it is both industry and user driven – a new hybrid economy. As the fastest growing site in the history of the Web, and with a clip culture seemingly outpacing both cinema and television, YouTube promises endless new opportunities for search, amateur video, political campaigning, entertainment formats and viral marketing alike. This brand-name video 
distribution platform holds the richest repository of popular culture on the Internet. As both a node and a network, YouTube has been distributing itself according to the economics of Google, yet the site has also constantly negotiated and navigated between community and commerce.

9.45 – 10.15

Coffee Break

Exhibition Hall

10.15 – 11.15

Track 1: Search for Marketers

Congress Hall B

Top 5 Action Points When Setting up a Successful Search-Marketing Program
Where do we start and what do most marketers forget and what is needed to run a good program for organic and paid search? Industry leading experts share tips and advice on their top 5 action points and rules to set up a successful search-marketing program.

Track 2: Bootcamp

Congress Hall C

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.

11.15 – 12.15

Track 1: Search for Marketers

Congress Hall B

Keynote: New Landscape – New Challenges – New Opportunities
How can search best support the overall marketing program in the new landscape of massive growth of social media and a changing financial landscape.

Track 2: Bootcamp

Congress Hall C

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.

12.15 – 13.45

Lunch Break

13.45 – 15.00

Track 1: Search for Marketers

Congress Hall B

SEO and Paid Search – How to Combine the Two Techniques!
How can SEO and Paid search operate in a synergy? How to run an efficient program involving the two techniques and understanding the value each of the areas provide. Do they ever cannibalize on each other? And when do we make a decision to increase or decrease the spend on SEO and Paid search.

Track 2: Bootcamp

Congress Hall C

Site Architecture
To architecture your site so it is successful for search engines is not an easy task. You need to understand how specific page elements and design technologies impact your ability to gain good organic listings. File and directory structure, server-side includes (SSIs), 404 error trapping, JavaScript, robots.txt use, frames, secure area usage and much more will be covered in this session.

15.00 – 15.30

Coffee Break

Exhibition Hall

15.30 – 16.30

Track 1: Search for Marketers

Congress Hall B

Measuring Search Marketing and Act on the Findings
What tools and techniques should be considered when measuring a search marketing program. What numbers and KPI’s does a search marketer study in order to understand what is critical and what are good results?

Track 2: Bootcamp

Congress Hall C

Search Engine Friendly Web Design
”I’m not designing my site for search engines,” is a common designer objection to SEO suggestions. But when search engines collectively have more users than either Internet Explorer or Firefox, how can you afford to ignore how they interact with your site. Search engines are like the third major browser, and if your site breaks for them, it breaks for all those potential visitors from search engines. Search engine friendly sites aren’t hard to create and can be attractive to both search engines and human visitors at the same time.

16.30 – 17.30

Track 1: Search for Marketers

Congress Hall B

Global Search Marketing Case Study: Velux
One of the most challenging exercises is for international companies to ensure a coherent approach to search engine optimization. Too often the SEO effort is done through the main office with a very strong overall control but a loss of local flavor and regional variation. Alternately the approach is given free to the individual national offices with a significant overlapping of activities and waste of resources through too much internal competition around the same words and terms. This session will illustrate how Velux succeeded in not only building a coherent basis for a common international platform for 35 countries but also established a high degree of local involvement, autonomy and support for a very cost efficient solution.

Track 2: Bootcamp

Congress Hall C

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.

17.30 – 19.00

Networking Reception

Exhibition Hall