Agenda At A Glance for SMX Stockholm: 12 & 13 October, 2009

SMX Stockholm Agenda – Day 1 – 12 October, 2009 Expo Hall Hours: 8.00 – 19.00
8.00 – 9.30	Registration and Continental Breakfast
9.30 – 10.15	Keynote
10.15 – 10.45	Coffee Break
	Panel 1: Boot Camp	Panel 2: Advanced	Panel 3: SEO Panel
10.45 – 12.00	Keyword Research Tools & Techniques	Landing Pages Testing & Optimisation	How to effectively run a Inhouse SEO team
12.00 – 13.30	Lunch Break
13.30 – 14.45	Search Engine Friendly Web Design	Search 3.0: Future of Search	SEO for Big Websites
14.45 – 15.15	Coffee Break
15.15 – 16.15	Site Architecture	Search Marketing & Surviving a Recession	SEO & Social Media Marketing: Not the same old stuff
16.15 – 17.15	Link Building Fundamentals	Bidmanagement 2010	SEO Check Up
17.15 – 19.00	Networking Reception

SMX Stockholm Agenda – Day 2 – 12 October, 2009 Expo Hall Hours: 8:00 – 17:15
8.00 – 9.00	Registration and Continental Breakfast
	Panel 1: Tactics	Panel 2: SEO Panel
9.00 – 10.15	What is SPAM?	SEO for Web 2.0 Sites
10.15 – 10.45	Coffee Break
10.45 – 12.00	Twitter Tactics & Search Marketing	Duplicate Content & The Canonical Tag
12.00 – 13.30	Lunch Break
13.30 – 14.45	Optimising the Long Tail	Beyond the Usual Link Building
14.45 – 15.15	Coffee Break
15.15 – 16.15	Integrating Search & Offline Marketing Campaigns	Webanalytics Every SEO Needs To Know
16.15 – 17.15	Website TuneUp	Paid Search & Tricky Issues
17.15	End of conference

Full Conference Agenda for SMX Stockholm
12 & 13 October, 2009

Full Conference Agenda Day 1 – 12 October, 2009 Expo Hall Hours: 8.00 – 17.15
8.00 – 9.30	Registration and Continental Breakfast
9.30 – 10.15	Keynote
10.15 – 10.45	Coffee Break
10.45 – 12.00	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 Landing Pages Testing & Optimisation Landing pages – the pages visitors first see when arriving from a search engine result – are arguably the most important element of a successful website. The design, testing and optimisation of landing pages is crucial. This session looks at tools and techniques for comparing and testing landing page elements for optimal results. Panel 3: SEO Panel How to effectively run a Inhouse SEO team Having your SEO Team Inhouse doesn’t mean you can do SEO all day. There are meetings, reports, discussions etc. And you are responsible for the bottom line results. In this session you hear from the Inhouse SEOs themselves how success can be determined. Get insight in structures and processes of a successful Inhouse SEO-Team.
12.00 – 13.30	Lunch Break
13.30 – 14.45	Panel 1: Boot Camp 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. Learn more in this session. Panel 2: Advanced Search 3.0: Future of Search Representatives of the search engines present their projects. Lear everything you need to know about Universal Search, personalised search and many other new products and what this means for your SEM and SEO efforts. Panel 3: SEO Panel SEO for Big Websites When you’re doing SEO for a big site — or tens or hundreds of sites — you’ve got to bring in the big tools, lots of organisational skills and know-how to integrate SEO with the ongoing web production processes and employee thinking in general. This session examines both the technical and organisational challenges of running huge web sites that must be search friendly.
14.45 – 15.15	Coffee Break
15.15 – 16.15	Panel 1: Boot Camp Site Architecture To architecture your site so that 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. Panel 2: Advanced Search Marketing & Surviving a Recession The world is in the most severe recession in a generation, and although search isn’t getting hit as hard as other types of advertising and marketing, it’s still a challenge. This session looks at strategies and tactics for those who want to cope and even thrive during challenging economic times. Panel 3: SEO SEO & Social Media Marketing: Not the same old stuff Bored of the same old things about social media, to the point you want to ignore it? Think social media has nil to do with search? Think again. This session will open your eyes to the synergies with search and having you walking away with social media tactics you’ve not considered before.
16.15 – 17.15	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 Bidmanagement 2010 Which bidmanagement tools are available? What does large scale bidmanagement look like? Is it more effective to optimise manually or tool based? What does a tool need to deliver to be effective for future challenges and how can you find the right tool provider for your needs? Panel 3: SEO SEO Check Up This panel of SEO experts reviews sites live on the web and offers advice on improving indexing and ranking. Volunteer your site or learn from the audience as others are reviewed.
17.15 – 19.00	Networking Reception

Full Conference Agenda Day 2 – 13 October, 2009 Expo Hall Hours: 8.00 – 17.15
8.00 – 9.00	Registration and Continental Breakfast
9.00 – 10.15	Panel 1: Tactics What is SPAM? In this session, search representatives share their views on what search spam is, with ample time for audience discussion. Topics will include a recap of search engine guidelines defining what is spam , examples of on-page spam, such as keyword stuffing, cloaking and hidden text, examples of link spam and specific advice on how to tell if you’ve been penalised, ways to request reinclusion plus spam reporting tools. Panel 2: SEO SEO for Web 2.0 Sites Let’s say SEO 1.0 is about ensuring that 1990s-era web design techniques such as tables and frames are adjusted to minimise search engine ranking issues. Well, now the Web 2.0 design world is firmly upon us, bringing with it CSS, AJAX and other dynamic design techniques that can give search engines fits. SEO 2.0 is all about ensuring that Web 2.0 sites are as search engine friendly as Web 1.0 sites.
10.15 – 10.45	Coffee Break
10.45 – 12.00	Panel 1: Tactics Twitter Tactics & Search Marketing Don’t think Twitter’s a search engine? Think again! People are tweeting questions in the same way that they “Google” for information. This session looks at the types of search behavior happening on Twitter, how to tap into it, plus Twitter’s impact on search results beyond its own site. Panel 2: SEO Duplicate Content & The Canonical Tag Duplicate content has long been a worry of the SEO pro. Recently, the search engines introduced a new tool to help combat duplicate content issues: the canonical tag. This session looks and how the tag has been performing for some webmasters plus revisits other duplicate content tools and techniques.
12.00 – 13.30	Lunch Break
13.30 – 14.45	Panel 1: Tactics Optimising the Long Tail Should you bid on the top 500 or top 10.000 keyword? How effective is it to invest in the long tail that is compared to the short tail a lot cheaper? And how can you make best use of the invested money? What are the marginal costs and what is the marginal revenue? In this session you will get the answers. Panel 2: SEO Beyond the Usual Link Building Links still rule as a major factor in helping pages rank well. You know all the obvious link building tips such as directories and forums. This session goes off-the-beaten path with ideas on how to find important, trusted and relevant linking opportunities you might be overlooking.
14.45 – 15.15	Coffee Break
15.15 – 16.15	Panel 1: Tactics Integrating Search & Offline Marketing Campaigns How can search support the purchase of offline goods and services? How can offline advertising and activities drive people to search, which in turn may send them back offline to interact with brands and companies. This session explores how both sides can support and enhance each other and how integrated campaigns can cause problems when it comes to commission payments and allocation of budget. Panel 2: SEO Analytics Every SEO Needs To Know It’s more than just rankings and traffic reports to measure the health of SEO efforts. This session focuses on analytics that SEOs should be considering.
16.15 – 17.15	Panel 1: Tactics 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. Panel 2: SEO Paid Search & Tricky Issues Trademarks, duplicate listings, match types, getting good support — these are just a few of the tricky issues with paid search. This session covers such topics and solutions to make your life with paid search easier.
17.15	End of conference