Full Conference Agenda - Day 1: SMX West - Search Marketing Expo

Full Conference Agenda Day 1

SMX West – Santa Clara, CA – February 10, 2009

An SMX West All Access pass is a great value. You get all of the conferences sessions, keynotes, in-person and online networking activities, parties and fun! See everything included with an All Access pass.

Have questions? E-mail us at registration (at) searchmarketingexpo.com or call (877) 242-5242.

SMX West – Day 1

SMX West Pre-Show Networking Event – Monday, February 9, 2009

Meet & Greet sponsored by:

SMX Meet & Greet – 6 to 7:30 PM

Arrive early and join us at the Santa Clara Convention Center for an evening reception with fellow attendees, speakers and invited guests. This event is open to All Access and Networking Pass holders.

Tuesday – February 10, 2009 – Expo Hall Hours: 10:00am – 7:00pm
7:30am-8:45am (1 hr 15 min)	Breakfast & Registration
8:45am-9:00am (15 min)	Welcome and SMX Biggest Search Geek Contest Award Presentation. Sponsored by Marin Software. Didn’t read the manual? Come to this short introduction to the goals, format and sessions of SMX. Also, come and congratulate the winner of the SMX Biggest Search Geek contest! Thousands have entered, but they’ll be only one winner. SMX Biggest Search Geek contest is sponsored by Marin Software.
9:00am-9:45am (45 min)	Keynote with Danny Sullivan Join us for the start of SMX for a keynote by conference co-chair and Search Engine Land’s editor-in-chief Danny Sullivan. Always insightful and thought provoking, Danny will discuss search marketing and search engine trends and developments, and take a look forward at what may come in the next couple of years.
9:45am-10:45am (1 hr)	Expo Hall Grand Opening & Refreshments Relax after the morning session by touring the expo hall during its grand opening and help yourself to ample, scrumptious refreshments!
10:45am-Noon (1 hr 15 min)	SMX Boot Camp Track SMX 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. *Moderator:* Disa Johnson, CEO, SearchReturn Speakers: Christine Churchill, President, KeyRelevance.com Vertical Search Marketing Track Up Close With Google Maps & Local – This session gets up close and personal with Google Maps, covering factors that influence what appears and how it is ranked. Plus, a look at concerns over listings being "hijacked." *Moderator:* Greg Sterling, Founding Principal, Sterling Market Intelligence Speakers: Olivier Amar, Senior Web Marketing Consultant, Compucall Web Marketing Jennifer Chin, Consumer Operations Strategist, Google Inc. Steve Espinosa, Director of Innovation, eLocal Listing David Mihm, Local SEO Consultant, DavidMihm.com Chris Silver Smith, Director of Optimization Strategy, KeyRelevance Offline-Online Track 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. *Moderator:* Sara Holoubek, Consultant, Columnist, SEMPO President, Speakers: Ann Cafferty Pyle, Group Manager, Client Services, Digital Brand Expressions Jason Clement, Director, Search, Wieden + Kennedy John Tawadros, Chief Operating Officer, iProspect Marty Weintraub, President, aimClear Developers Technical SEO Issues For Developers – Highlights the most important elements to consider for search engine optimization (SEO) when building a web application infrastructure and provides tactical details about how to implement those elements. Topics include: Developing a crawlable infrastructure Considerations when developing rich internet applications (using technologies such as Flash, Silverlight, and AJAX) URL rewriting, redirection, canonicalization, and visitor tracking *Moderator:* Vanessa Fox, Contributing Editor, Search Engine Land Speakers: Patrick Bennett, Founder, Modern Blue Arnab Bhattacharjee, Senior Director, Yahoo! Search Technology and Engineering, Yahoo! Michael Gray, President, Atlas Web Service Maile Ohye, Senior Developer Programs Engineer., Google, Inc.
Noon-1:15pm (1 hr 15 min)	Lunch
1:15pm-2:30pm (1 hr 15 min)	SMX Boot Camp Track SMX 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. *Moderator:* Disa Johnson, CEO, SearchReturn Speakers: Heather Lloyd-Martin, President and CEO, SuccessWorks Search Marketing Jill Whalen, Founder and CEO, High Rankings Vertical Search Marketing Track Local Search Marketing Tactics – Local search doesn’t only happen in relation what’s on a map. This session looks at a variety of local search tactics that are not necessarily tied to your physical location’s listing. *Moderator:* Greg Sterling, Founding Principal, Sterling Market Intelligence *Q&A Moderator:* Cindy Krum, CEO, Rank-Mobile, LLC. Speakers: Scott Dunlap, CEO, NearbyNow, Inc. Matt McGee, Assignment Editor, Search Engine Land Atif Rafiq, Director, Product Marketing, Yahoo! Local, Yahoo! William Scott, President, Search Influence Dennis Yu, CEO, BlitzLocal LLC Offline-Online Track Measuring Search & Offline Marketing Success – OK, you’ve gotten the integration of search and offline campaigns working. How’s it going? What ways are you using to measure success? This session looks at techniques. *Moderator:* Sara Holoubek, Consultant, Columnist, SEMPO President, Speakers: Charlie Ballard, Manager, Measurement & Analytics, One To One Interactive Dustin Engel, Vice President, Strategy & Media, Range Online Media Ryan Gibson, Director of Marketing, The Rimm-Kaufman Group Chris Knoch, Principal Consultant for the Omniture Best Practices Group, Omniture Tara McCaffrey, Sr Director of Consumer Marketing, LexisNexis Developers Marketer to Developer Translation – Are you are marketer who isn’t sure how to tell developers what you want in techie speak? Are you a developer who can’t figure out the technical requirements from marketers? Come to this session for the marketer-to-developer translation guide, as well as details on how to build SEO into the development process to make things easier for both marketers and developers. *Moderator:* Vanessa Fox, Contributing Editor, Search Engine Land Speakers: Martin Bowling, CTO, Vec3 Nathan Buggia, Lead Program Manager, Microsoft Eric Enge, President, Stone Temple Consulting Corporation Carolyn Shelby, Mercenary, CShel Sponsors & Partners Track The Dozen Most Common Search Marketing Mistakes That CMOs Make sponsored by: Whether you’re a CMO — or someone who needs to educate, advise or influence one – the information shared in this session could be vital to your search marketing success. You’ll learn about the 12 most common strategic mistakes that companies make in their SEO and paid search initiatives and gain insight into these critically important concepts surrounding search marketing and its role within the entire marketing mix. A panel made up of senior level search marketers across a variety of industries, business models and company sizes will share their experiences, advice and perspective on these dozen critical mistakes, how to avoid them, and how understanding them can dramatically increase your search marketing results. *Moderator:* Chris Sherman, Executive Editor, Search Engine Land Panelists: Keith Dieruf, Manager, Online Marketing /Interactive Marketing, Ameriprise Financial Jody Farmer, Vice President, Strategic Marketing, CreditCards.com Jane Flint, Manager, Practice Leader, Kaiser Permanente Internet Marketing Services Brian Kaminski, EVP and Managing Director, iProspect San Francisco Karen Weber, Vice President, eMarketing, Irwin Union Bank
2:30pm-3:00pm (30 min)	Break
3:00pm-4:15pm (1 hr 15 min)	SMX Boot Camp Track SMX 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. *Moderator:* Disa Johnson, CEO, SearchReturn Speakers: Mona Elesseily, Director of Marketing Strategy, Page Zero Matt Van Wagner, President, Find Me Faster Vertical Search Marketing Track Ecommerce Search Marketing Tactics – This session looks at a variety of tips and tactics to help retailers and ecommerce merchants do well in search results. *Moderator:* Chris Sherman, Executive Editor, Search Engine Land *Q&A Moderator:* Cindy Krum, CEO, Rank-Mobile, LLC. Speakers: Adam Audette, President, AudetteMedia, Inc Ethan Giffin, CEO, Groove Commerce Jon Glick, Vice President of Product Search and Comparison Shopping, Become, Inc Pete Olson, Vice President of Product Management, Amadesa Michael Stebbins, Founder and CEO, Market Motive Offline-Online Track Search & Reputation Management – 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. *Moderator:* Barry Smyth, Director, Search Strategies *Q&A Moderator:* Jonah Stein, Founder, ItsTheROI Speakers: Chris Bennett, President, 97th Floor Leslie Carruthers, CEO and President, The Search Guru Noah Elkin, Managing Partner, Steak Bill Hartzer, Search Engine Marketing Manager, Vizion Interactive Developers Diagnosing Web Site Architecture Issues – Site isn’t being indexed fully? Experience a huge drop in rankings or traffic? This session provides a step by step checklist for diagnosing site issues using freely available tools. *Moderator:* Vanessa Fox, Contributing Editor, Search Engine Land Speakers: Vanessa Fox, Contributing Editor, Search Engine Land Michael Gray, President, Atlas web Service Daniel Schulman, Director of Search Marketing, Donordigital Sponsors & Partners Track The State of the Search Marketing Industry sponsored by: SEMPO (Search Engine Marketing Professional Organization) recently launched its fifth annual industry wide survey to assess the economy’s effect on year-to-year online marketing spending and on continuing changes in budget allocation between various media segments. Join SEMPO at this session to get a sneak peak at the early results and to hear about the latest trends that members across the US and worldwide are reporting about the state of search. Speaker: Gordon Hotchkiss, SEMPO Board Member and Research Committee Chair, SEMPO
4:15pm-4:30pm (15 min)	Break
4:30pm-5:30pm (1 hr)	SMX Boot Camp Track SMX 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. *Moderator:* Disa Johnson, CEO, SearchReturn Speakers: Debra Mastaler, President, Alliance-Link Vertical Search Marketing Track Up Close With YouTube – YouTube is the leading online video destination for the web, which makes it in turn the leading video search engine. Plus, YouTube content is widely distributed in search results elsewhere, including those of its owner, Google. This session looks specifically at tips and tactics for doing well with YouTube. *Moderator:* Chris Sherman, Executive Editor, Search Engine Land *Q&A Moderator:* Eric Enge, President, Stone Temple Speakers: Drew Hubbard, Senior Linking Analyst, SEO, The Search Agency Matt Liu, Product Manager, YouTube, Google Inc. Jonathan Mendez, Founder and CEO, RAMP Digital Eric Papczun, Director of Natural Search Optimization, Performics Offline-Online Track Search & Branding – In this session, a look at how branding interacts with search. How do those searching by brand differ from those searching for generic products? How can branding support search? How can search improve branding? These issues and more *Moderator:* Sara Holoubek, Consultant, Columnist, SEMPO President, Speakers: Scott Edwards, Senior Search Analyst, Vantage Media Michael Kahn, Senior Vice President, Marketing, Performics Stuart Meyler, Principal, Beeby Clark+Meyler Melanie Mitchell, Vice President of Marketing, Folio Investments Julie Sun, Director, Digital Marketing, MTV Developers Expert Technical Review of Your Website – This session will bring together experts who will use all of the information and tactics learned throughout the day and apply them to detailed site reviews of the code and infrastructure of sites submitted in advance by the audience. *Moderator:* Vanessa Fox, Contributing Editor, Search Engine Land Speakers: Nathan Buggia, Lead Program Manager, Microsoft Vanessa Fox, Contributing Editor, Search Engine Land Nathan Johns, Search Quality Analyst, Google Inc.
5:45 to 7 PM (1 hr 15 min)	Reception sponsored by: SMX West Expo Hall Reception Join us in the Expo Hall for refreshments and to network with the exhibitors, sponsors and your fellow SMX West delegates.

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