Search Marketing Expo West

Level: ANY
Focus: All

General

Keynote Conversation: Microsoft CEO Steve Ballmer – Microsoft CEO Steve Ballmer address the search marketing community for the first time at an industry event. Learn what’s next for Bing, how the Bing/Yahoo relationship is progressing, and much more when Steve joins Search Engine Land editor-in-chief Danny Sullivan for a keynote conversation.

Level: Beginner
Focus: All

SMX Boot Camp Track

SMX Boot Camp: Keyword Research Tools & Techniques – The first step to success of 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 for performing keyword research.

Level: Intermediate
Focus: SEO

Real Time, Personalized & Social Search Track

Real Time Search & The Major Search Engines – People are addicted to Twitter and Facebook because they can get up-to-the-minute information, ask questions of their social network and get instant answers. Recognizing this development, search engines are now incorporating results from these social networking services. In this session, you’ll learn to leverage the real time search phenomenon, and if pitfalls like real time spam will make real time search an evolutionary dead end.

Level: Intermediate
Focus: PPC

Local & Mobile Search Track

Mobile Paid Search Ads: Real Opportunities – Haven’t done mobile search ads yet? You’re missing out on a growing market! Mobile ad spend will surpass $6.5 billion in 2012, according to eMarketer. Google CEO Eric Schmidt has said that "mobile will be a larger business than the PC-web," likely a primary reason Google recently spent $750 million to acquire mobile advertising network AdMob. This session looks at mobile paid search options and how search marketers can get ahead of this tsunami of opportunity.

Level: Advanced
Focus: All

SMX Advanced Track

Search, Domaining & Direct Navigation – It’s easy to think that search marketing is primarily about SEO and PPC advertising. Remarkably, a huge amount of traffic comes from people typing website URLs directly into either the address or search box of a browser. This offers a huge opportunity for those who correctly anticipate this type of demand, capturing traffic that bypasses traditional web search referrals.

Level: Beginner
Focus: All

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! Learn the importance of textual content to search engines and how, with some forethought, to create HTML title tags and body copy that generate search traffic…while satisfying the needs of your human visitors.

Level: Intermediate
Focus: SEO

Real Time, Personalized & Social Search Track

Real Time Search: Beyond The Majors – The major search engines aren’t the only ones offering real time search. A number of other players have been doing real time longer and more substantially. This session looks at some of the prominent up-and-coming providers of real-time search and opportunities and tools they offer.

Level: Intermediate
Focus: All

Local & Mobile Search Track

Mobile Search Apps & Opportunities – Away from your computer, but need to search for something? There’s a smart phone app for that! More than 100,000 for the iPhone, 20,000 and growing for Google’s Android. This session looks at popular search apps on different devices, how they gather data and opportunities they offer to search marketers.

Level: Advanced
Focus: PPC

SMX Advanced Track

Not Your Father’s AdWords: The New Google Ad Formats – AdWords: Reliable. Trustworthy. Profitable. Old and stuffy. Now there’s a whole new generation: AdWords video ad, AdWords sitelinks, local AdWords, product AdWords, comparison ads and more. In this session, you’ll learn the pros and cons of each format, how to implement them properly, and how they compliment your existing AdWords campaigns.

Sponsors & Partners Track

Bing: What’s Happening? – Wondering what’s in store for the world’s first decision engine? In this session we’ll discuss the features in Bing that help overcome search overload and focus on helping people make faster, more informed decisions. If you want to be the first to know how Bing is moving the search experience forward, this session is for you.

Speaker:
Stefan Weitz, Director of Search, Bing

This session is sponsored and produced by Bing. It is open to all SMX West attendees.

Level: Beginner
Focus: PPC

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.

Level: Intermediate
Focus: SEO

Real Time, Personalized & Social Search Track

Google’s Personalized Search Revolution – Google has long maintained that personalized search results are the holy grail, offering a unique view of the web to everyone based on their interests, search behavior and other personal criteria. Recently, Google decided to turn this vision into reality by effectively customizing results for each searcher, in real time. This move promises to complicate traditional search engine optimization. How should you adapt? This panel takes a deep dive into how Google’s personalized search works and what role SEO still plays within it.

Level: Intermediate
Focus: SEO

Local & Mobile Search Track

Ranking Tactics For Local Search – Have you claimed your local business listing yet? Started a reviews section, where you regularly interact with customers regardless of whether they’ve given you kudos or slammed your product or service? How about getting citations from major business data aggregators such as the internet yellow pages, Acxiom and others? If not, and you want to be found in local search, you need to attend this session where these and other crucial ranking factors will help you get grounded in your own online neighborhood.

Level: Advanced
Focus: All

SMX Advanced Track

Keyword Research: Beyond The Ordinary – You’ve mastered the tools. You’ve built out your keyword portfolio, keeping the winners and deleting the losers. How do you take it to the next level? This session looks at innovative approaches to keyword research that help you find those really significant keywords your customers are searching for, uncover your competitors’ keywords, mine the long tail for those elusive but truly valuable obscure search terms, and expand your "virtual shelf space" in surprising and non-obvious ways.

Sponsors & Partners Track

Search Powered Marketing: Drive Increases in Return on Ad Spend Through Integrated Search and Social Media Strategies – Large organizations face the challenge of building highly effective search and social media programs that encompass many different brand level web properties, search engines, languages, and advertising channels for potentially hundreds of brands and websites. So how should advertisers use integrated search and social media strategies to influence search terms and results and drive increases in return on ad spend?

This panel of experts from some of the largest brands in the world will share what tools, tactics and techniques they have used to power advertising performance using search and social media insights, and what works and what doesn’t. Panelists will give real world case study examples, and show how harnessing search and voice of the consumer have positively impacted their overall marketing strategy and ROAS.

Speakers:
Craig Macdonald, Senior Vice President and Chief Marketing Officer, Covario
Beth Butrymowicz, Global Media Manager, Intel Corporation
Maura Ginty, Senior Manager, Web Content Team, Autodesk, Inc.

This session is sponsored and produced by Covario. It is open to all SMX West attendees.

Level: Beginner
Focus: SEO

SMX Boot Camp Track

SMX 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, you can’t 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. Learn more about creating search engine friendly sites that can be attractive to both search engines and human visitors at the same time.

Level: Intermediate
Focus: SEO

Real Time, Personalized & Social Search Track

The Current State Of Social Search – Social search involves tailoring search results based on people you know or those in your social network. This session looks in particular at Google’s social search experiment and where social search may be going in general, plus its impact on SEO.

Level: Intermediate
Focus: SEO

Local & Mobile Search Track

Ask The Local Search Engines – Local search engines and online yellow pages providers are growing rapidly, as the explosive increase in smart phone use allows people to obtain location-specific information on demand. For any business that provides products or services to a local customer base, now is the time to get ahead of your competition by taking advantage of comparatively low (or no) cost business listings, geo-targeted ads and other marketing tools offered by local search engines. Find out how to best connect with customers in your own community in this lively interactive session.

Level: Advanced
Focus: All

SMX Advanced Track

Supercharging Your Descriptions With Sitelinks – Google Sitelinks have become ubiquitous, and any search marketer ignoring them is missing a major source of traffic. What are they? Sitelinks are links that lead to important pages within a site, appearing beneath both organic and paid search results. They provide searchers quick and easy access to internal site content via a single click without requiring another search. The good news is that Google now gives search marketers a lot of control over their sitelinks. Learn how to gain maximum advantage from these "bonus" links.

Ignite SMX West
Join us for an evening of entertaining presentations about search, marketing and technology. Open to all SMX West attendees and others.

Learn more and pitch to present here.