Search Marketing Expo Stockholm

Track 1: SEO Camp

Leveraging Digital Assets for Maximum SEO Impact

When Google introduced Universal Search in 2007, it sent shockwaves through the search marketing community. The typical reaction: “How can my optimised content rank when local, news, video and images results are pushing it off the SERPs?” The simple answer is to optimise multiple types of “web assets” in addition to the text on your web pages, and you’ll often get more exposure on search result pages. Though the answer is simple, the SEO techniques to achieve the desired result usually aren’t. This session looks at the state of universal search today, and how to leverage different types of content to gain maximum advantage.

Moderator:
Simon Sundén, Digital Director, Honesty
Speakers:
Massimo Burgio, Co-Chair, SEMPO
Kristjan Mar Hauksson, Director of Internet Marketing / Founder, International Partners BeyondInk

Track 2: Advanced Search

Blackhat PPC

Looking for bleeding edge PPC tactics? Join our panel of experts operating at the limit of PPC and secret some new tricks up your sleeve.

Moderator:
Magnus Höij, Editor in Chief, Internetworld
Speakers:
Mikkel deMib Svendsen, Creative Director, deMib.com
Evert Veldhuijzen, Owner & Founder Veroworx

Track 1: SEO Camp

The Need for Speed: Google Says It Matters

Google has sent strong signals that the download speed of web pages matters, not only for the best conversion rates but perhaps as a factor for ranking in the SERPs in the future. In addition, speed can have an impact on how many of your pages get indexed. Here’s how to make sure your web pages are speedy, both for users and Google.

Moderator:
Simon Sundén, Digital Director, Honesty
Speakers:
Kristjan Mar Hauksson, Director of Internet Marketing / Founder, International Partners BeyondInk
Mikkel deMib Svendsen, Creative Director, deMib.com

Track 2: Advanced Search

Search Ad Quality

Both Google and Bing measure the “quality” of ads and landing pages, and use these rankings to influence both display position and cost per click. Yet quality scoring algorithms remain a mystery to many marketers. In this session panelists will get so close with Google and Bing’s often opaque quality score factors that it hurts. Learn the current thinking on ad quality assessments and how to use these rankings to maximum advantage.

Moderator:
Magnus Höij, Editor in Chief, Internetworld
Speakers:
Magnus Nilsson, Search Marketing Director, Banner

Track 1: SEO Camp

Link Building Outside of the Box

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. Want to learn how to build a database of high-value link acquisition targets? Want to know how to get on the radar of nonprofits, government and university departments and compel them to give you some of that sweet, authoritative link love? This session goes off the beaten path with ideas on how to find important, trusted and relevant linking opportunities you might be overlooking.

Moderator:
Massimo Burgio, Co-Chair, SEMPO
Speakers:
Simon Sundén, Digital Director, Honesty
Marcus Tandler, Partner, Tandler Doerje Partner

Track 2: Advanced Search

Inhouse PPC

For many organizations, there’s a natural tension between internal marketing teams and the agencies they use to manage search marketing campaigns. To resolve this tension, or to better control costs, some organizations bring their paid search function in house. But there are challenges to the do-it-yourself approach, most notably the constant attention required monitor competitive campaign management issues. This session focuses on the best practices (and mistakes to avoid) to ensure your in house paid search campaign meets or exceeds all of your marketing goals.

Moderator:
Magnus Höij, Editor in Chief, Internetworld
Speakers:
Andy Atkins-Krueger, CEO, WebCertain Group

Track 1: SEO Camp

Brain & Train – Inhouse SEO

Thinking about bringing SEO in-house? You’re not alone. Half of the companies bringing SEO in house believe they can do a better job of search engine optimization than outsourcing this vital activity. Learn what it takes, challenges you’ll face, how to structure the team, the resources to use and how to ease the transition in this session.

Moderator:
Simon Sundén, Digital Director, Honesty
Speakers:
Elias Kai, Search Marketing Manager, bwin Games
Fredrik Åhlén, CTO, Agile Key

Track 2: Advanced Search

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 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.

Moderator:
Magnus Höij, Editor in Chief, Internetworld
Speakers:
Hessam Lavi, Senior Consultant – SEO & Web Analytics
Theo Lentjes, Marketing Manager, Onetomarket

Track 1/ Track 2

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.

Moderator:
Magnus Höij, Editor in Chief, Internetworld
Speakers:
Alan Webb, CEO, ABAKUS Internet Marketing GmbH
Bernt Johansson, Klikki AB
Marcus Tandler, Partner, Tandler Doerje Partner
Simon Sundén, Digital Director, Honesty
Jonas Voss, Search Quality Analyst, Google