Full Conference Agenda - Day 1

Keynote

Search 3.0, Search 4.0 & Beyond - Search Engine Land editor-in-chief Danny Sullivan has been covering the search space for 12 years. In this keynote address, he explains how search has recently left behind the Search 1.0 and Search 2.0-eras to reach Search 3.0 today: blended search. He also covers the growth of Search 4.0: personalized and social search, with some further looks at what's to come.

Break

SMX Boot Camp Track

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.

Search 3.0 Track

The Blended Search Revolution - The first generation of search engines ranked pages based on the content of those pages alone -- the words on the page. The second generation increased relevancy by analyzing links. The third generation, Search 3.0, is upon us now in full force. Google Universal Search, Ask.com's Morph, Microsoft Live Search Scopes and Yahoo Shortcuts are different names for the same core concept -- automatically blending in results from specialized or "vertical" search engines such as video search or local search. This session looks at the revolutionary change happening with blended search and how search marketers can ride the wave to success.

Paid Search Track

Decrypting Quality Scores - Life used to be so easy. You paid more than your competitor, and you ranked tops as a result. Now the perceived "quality" of your ads can make a dramatic difference in how much you pay and are positioned. Unfortunately, since the exact formula of calculating quality scores isn't revealed by the major search ad networks, marketers have some deciphering to do. This session looks at ways to increase the quality scores of your ads.

Search Insights Track

Legally Speaking: Recent Legal News About Search - What's up with legal issues and search engines? That's what this session is about -- filling you in on the always changing developments. From click fraud to copyright to privacy, this session will hit all the major areas that are seeing legal action. Sit back -- court is in session!

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Lunch

SMX Boot Camp Track

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.

Search 3.0 Track

Video, Images & Blended Results - This session looks at how video and image content is being blended into the main results at major search engines and provides tips on increasing the odds that your content makes the cut for the first page of results.

Paid Search Track

Search Marketing & Persona Models -Personas are a way to model the basic types of visitors you expect to come to your site and tailor the arrival experience to them. This session looks at how personas can be a powerful tool for improving paid search performance, covering how to create them and case studies on their use in PPC.

Search Insights Track

Searchscape: Latest Stats About The Search Engines - What's going on with the major search engines, especially in terms of who is winning in the search engine wars for visitors? In this panel, major online ratings and analytics services share their views on the current search landscape.

Break

SMX Boot Camp Track

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.

Search 3.0 Track

Local Search & Blended Results: This session covers how local listings are being blended into the regular results of major search engines and offers tips to increase the chances that your listings will be among those folded in.

Paid Search Track

Defending Your Paid Search Budget Against New Ad Fads - You worked so hard over the years to build a respectable budget for paid search, and now the search engines themselves are pitching non-search ads at you or others are suggesting you try the latest ads on a social network. This session looks at when you want to stand up for search, with strategies on keeping your budget strong and arguing that new ads require new money, not a slice of paid search funds.

Search Insights Track

The Economics Of Search - Economists working for the major search engines? Absolutely, and they try to predict where the search economy is going. This session looks at some of their work in predicting and modeling the space.

Break

SMX Boot Camp Track

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.

Search 3.0 Track

Online Retail & Blended Results - The session focuses on how online retail listings from shopping search are being mixed into the regular results of the major search engines and how to better ensure your products are positioned in front of searchers.

Paid Search Track

Avoiding PPC Pitfalls - When done right, pay-per-click (PPC) search ads can be a company's most valuable marketing channel. But there are common pitfalls that can mean the difference between a campaign that bombs and one that makes you the rock star of your marketing program. Fortunately, many of these are easy to fix, once you know what to look out for. This session will cover danger areas such as match types, content network ads, ego bidding, failure to track properly and more. Learn how to increase your ROI on paid search, in this session!

Search Insights Track

Is It Time For Search Marketing Standards? - Now that several groups and organizations are offering certifications in search marketing without massive online debate and uproar, does that mean the oft-discussed idea of agreeing to common search marketing standards of behavior could happen? Let the discussion -- and likely debate -- begin! This session explains the issues involved, with viewpoints all around.

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Pre-SMX Search Bowl Tailgating: 6pm-7pm
Ready yourself for SMX Bowl with beverages and snacks!

Listen to a short audio preview!

SMX Search Bowl: 7pm-8pm - Who knows the most about search? Come watch as teams from the search engines and search marketers go up against each other in test of search knowledge.