SMX East Agenda – September 14, 2011 – Expo Hall Hours: 9:45am – 4:00pm

7:30am-9:00am
(1 hr 30 min)

Breakfast & Registration

9:00am-9:45am
(45 min)

Expo+
What’s this?

A Keynote Conversation With Eli Pariser
Personalization has long been the holy grail of search, both for people seeking to find a perfect match for their information needs, and for marketers wanting to display the perfect ad or offer at just the right time. But personalization has a dark side, creating what author Eli Pariser calls “the filter bubble” – what the internet is hiding from you. In this keynote conversation, Pariser discusses the problems and issues that arise when algorithms, rather than people, curate the web.

Moderators: Danny Sullivan, Editor-in-Chief, Search Engine Land
and Chris Sherman, Executive Editor, Search Engine Land

Speaker:

Eli Pariser, Author, “The Filter Bubble”

9:45am-10:45am
(1 hr)

Refreshments & Expo Hall Time

Expo+
What’s this?

10:45am-Noon
(1 hr 15 min)

Social & Vertical Search Track


Solution Spotlight by Emailvision (10:45-10:50)
Solution Spotlights are brief introductions to relevant products and services offered by SMX exhibitors and sponsors.


Facebook, Twitter & SEO (#smx #21A)
It’s no longer theoretical. Both Google and Bing say that they factor social signals into their ranking algorithms for “regular” search results. Who you are socially, your authority, the authority of those who talk about you (or your company) all play a role. This session looks at how social signals from Twitter and Facebook are currently being used with search.

Moderator: Danny Sullivan, Editor-in-Chief, Search Engine Land (@dannysullivan)

Q&A Moderator: Jeff Martin, Director of Search Marketing, TouchStorm (@Jeff_Martin)

Speakers:

John Doherty, SEO Consultant, Distilled (@dohertyjf)
Michael Gray, President, Atlas Web Service (@graywolf)
Horst Joepen, CEO, Searchmetrics (@HorstJoepen)
Jim Yu, CEO, BrightEdge (@jimyu)

The Big Picture Track


Solution Spotlight by Covario (10:45-10:50)
Solution Spotlights are brief introductions to relevant products and services offered by SMX exhibitors and sponsors.


PPC & SEO: Can’t We All Just Get Along? (#smx #21B)
Do you ever feel like your SEO and PPC teams act more like old style western gunslingers where only one can be the last “winner” standing? You’re not alone, Despite working toward a common goal of maximizing success, many search marketing teams are dysfunctional and competitive where they shouldn’t be. This session will examine the three most important questions that we should be asking: SEO, what can you teach PPC? PPC, what can you teach SEO? How can SEO & PPC teams effectively work together? SEOs, if your PPC person has ever messed up your organic rankings by duplicating your homepage a dozen times to test out some graphics, this session is for you. And PPCers, if you still don’t know what a robots.txt file is or how to test headlines for SEO snippets, this session is for you. It’s time to set aside the debate of SEO vs. PPC and instead examine how to maximize the effectiveness of both at the same time.

Moderator: Brad Geddes, Founder, Certified Knowledge (@bgtheory)

Q&A Moderator: Christine Churchill, President, KeyRelevance (@keyrelevance)

Speakers:

Brad Geddes, Founder, Certified Knowledge (@bgtheory)
Tim Mayer, Chief Strategy Officer, Trada
David Roth, Sr. Director, Search Marketing, Yahoo (@daverothsays)

Paid Search Track


Solution Spotlight by Marin Software (10:45-10:50)
Solution Spotlights are brief introductions to relevant products and services offered by SMX exhibitors and sponsors.


Best Practices For Paid Search Testing (#smx #21D)
This session centers around the actual process of designing, implementing and measuring the results of paid search tests. Key topics will include what can and cannot be tested, how to design robust tests and identify all the biases and underlying problems of testing PPC campaigns. Our panelists will talk about process; they’ll also illustrate with case studies how to design a test for most effective bid levels, messaging, landing pages and other higher-level business questions that you must have answers for to successfully implement paid search.

Moderator: Matt Van Wagner, President, Find Me Faster (@mvanwagner)

Q&A Moderator: Janet Driscoll Miller, President and CEO, Search Mojo (@janetdmiller)

Speakers:

Shannon Anderson, Account Supervisor, 90octane (@90octane)
Chris Goward, Co-Founder & CEO, WiderFunnel (@chrisgoward)
Siddharth Shah, PhD, Director, Business Analytics, Efficient Frontier

Technical SEO Track

Duplication, Aggregation, Syndication, Affiliates, Scraping, and Information Architecture (#smx #21C)
We’ll sort through the bewildering world of near duplication due to issues such as manufacturer feeds into your site, syndication to other sites, international sites, and aggregation of data sources. How can a well-planned information architecture mimimize the search obstacles and how can you best handle unavoidable duplication to avoid PageRank dilution, being classified as “thin affiliate”, “thin content” or low quality site by search engines?

Moderator: Vanessa Fox, Contributing Editor, Search Engine Land (@vanessafox)

Q&A Moderator: Erika Mamber, Vice President, Organic Traffic & SEO, Demand Media (@erikamamber)

Speakers:

Brian Cosgrove, VP Analytics & Engineering, TPG
Vanessa Fox, Contributing Editor, Search Engine Land (@vanessafox)
Matt Heist, CEO, High Gear Media

Sponsors & Partners Track 

Acquisio

Are You Ignoring Display Advertising? If So, Are You Crazy?

If you’re ignoring display advertising, you’re leaving money on the table. Adding display to your service mix is easy… and lucrative. Want to generate more leads and decrease costs? In this session, we’ll teach you all you need to know about the new world of display advertising and we guarantee you’ll go back to the office with a brand new power tool on your marketing belt.

Speakers:
Marc Poirier, Founder, and VP Marketing, Acquisio
Jeff Green, Founder and CEO, The Trade Desk


This session is sponsored and produced by Acquisio. It is open to all SMX East attendees, including Expo+ Pass holders.

Noon-1:30pm
(1 hr 30 min)
Lunch sponsored by
Sponsored by aimClear


Lunch & Expo Hall Time

Expo+
What’s this?

1:30pm-2:45pm
(1 hr 15 min)

Social & Vertical Search Track


Solution Spotlight by Bruce Clay, Inc. (1:30-1:35)
Solution Spotlights are brief introductions to relevant products and services offered by SMX exhibitors and sponsors.


Up Close With Google+ and Google +1 (#smx #22A)
Google+ is a new social aspect to Google allowing people to share photos, places they’ve been, videos, links and status updated. Google +1 is a way for people to indicate what they like within Google’s search results, or on sites across the web, or within Google+. In this session, Google provides a closer look and update on these services, including impacts on search, with lots of time for Q&A.

Moderator: Danny Sullivan, Editor-in-Chief, Search Engine Land (@dannysullivan)

Q&A Moderator: Eric Enge, CEO, Stone Temple Consulting (@stonetemple)

Speakers:

Tiffany Oberoi, Software Engineer, Google (@tiffanyoberoi)
Christian Oestlien, Lead Product Manager, Google (@christianism)

The Big Picture Track


Solution Spotlight by Acquisio (1:30-1:35)
Solution Spotlights are brief introductions to relevant products and services offered by SMX exhibitors and sponsors.


Discussion: Will Retargeting & Remarketing Become Too Creepy? (#smx #22B)
Retargeting allows marketers to more precisely craft, optimize and fine-tune search marketing campaigns by observing user behavior and serving ads that closely match intent. But there’s a growing backlash from privacy advocates to severely limit or even ban common forms remarketing. The US FTC is advocating a “do not track” mechanism that could sharply curtail what data marketers can capture and consequently, some of the marketing methods and insights we can gain into searcher behavior. This session looks how the industry might effectively remarket without freaking consumers out.

Moderator: Chris Sherman, Executive Editor, Search Engine Land (@CJSherman)

Q&A Moderator: Marty Weintraub, CEO, aimClear (@aimclear)

Speakers:

John Ellis, Online Marketing, John W Ellis (@johnwellis)
Kevin Lee, CEO, Didit (@kevin_lee_QED)
Miten Sampat, VP of Product Strategy, Quova
Jud Soderborg, Senior Partner, Garrett Partners

Paid Search Track


Solution Spotlight by Deluxe for Business (1:30-1:35)
Solution Spotlights are brief introductions to relevant products and services offered by SMX exhibitors and sponsors.


Best Practices With adCenter For Bing & Yahoo (#smx #22D)
Now that Yahoo and Bing have a combined estimated 30% market share, you know you can’t ignore this appealingly large source of traffic – but you’ve also heard that you can’t just clone your AdWords campaign and expect to get good results. What are the key differences between AdWords and adCenter? What adCenter features are unique and powerful? What kinds of features should you be taking advantage of to maximize your ad campaigns on Bing and Yahoo? Come to this session to find out.

Moderator: Matt Van Wagner, President, Find Me Faster (@mvanwagner)

Q&A Moderator: Christine Churchill, President, KeyRelevance (@keyrelevance)

Speakers:

Allan Chuate, Regional Manager,Search Strategy, Yahoo!
Tim Daly, CEO, Vincodo (@Vincodo)
Kunal Das, Search Evangelist, Microsoft (@kunal29)
Joseph Kerschbaum, Vice President of Client Services, Clix Marketing (@joekerschbaum)

Technical SEO Track

Schema.org, Rel=Author & Meta Tagging For 2012 (#smx #22C)
The search engines have been kind to SEOs recently, adding a number of new tools that when used properly promise to improve visibility and rankings for certain types of content. Schema.org, a joint alliance between Google, Microsoft, and Yahoo provides a common foundation of support for a set of microdata types. Google’s rel=author tag enables content sites to help identify their authors on the site and across the web. And other meta tags have either gained prominence or become less important. Come find out how to take full advantage of all of these new goodies.

Moderator: Vanessa Fox, Contributing Editor, Search Engine Land (@vanessafox)

Q&A Moderator: Lisa Williams, President, MEDIA forte marketing (@mediafortemktg)

Speakers:

Janet Driscoll Miller, President and CEO, Search Mojo (@janetdmiller)
Topher Kohan, SEO Coordinator, CNN (@Topheratl)
Jack Menzel, Product Management Director, Search, Google (@jackm)

Sponsors & Partners Track 

Adobe Systems, Inc.

Consumer Engagement Driven Search Management

Search Marketers spend 85% of their budgets on paid listings, while 70% of search clicks come from organic links. Consumers don’t care which type of link they click, they just want the most relevant content to answer their question. And the search marketer’s goal is to generate as much efficient search volume as possible. So how do these two intersect? Organic and Paid pre-click data tied to post-click traffic, conversion and revenue data allow search marketers to manage and optimize their paid listings based on the combined results

Speakers:
Timothy Waddell, Director, Product Marketing, Adobe Systems, Inc.


This session is sponsored and produced by Adobe Systems, Inc. It is open to all SMX East attendees, including Expo+ Pass holders.

2:45pm – 3:30pm
(45 min)

Refreshments & Expo Hall Time

Expo+
What’s this?

3:30pm-4:45pm
(1 hr 15 min)

Social & Vertical Search Track


Solution Spotlight by 7Search.com (3:30-3:35)
Solution Spotlights are brief introductions to relevant products and services offered by SMX exhibitors and sponsors.


Ecommerce & Retail Search Marketing Tactics (#smx #23A)
Online retailers have unique needs and face unique challenges when it comes to search marketing. This session looks at a variety of tips and tactics to help retailers and ecommerce merchants do well in search results, and tactics to help stand out among competitors in paid search campaigns.

Moderator: Greg Sterling, Founding Principal, Sterling Market Intelligence (@gsterling)

Q&A Moderator: William Leake, CEO, Apogee Results (@marketing_bill)

Speakers:

Alex Edelstein, CEO, Servio
Jason James, Product Manager of Paid Search, ChannelAdvisor (@jtjames)
Laura Thieme, President, Bizwatch Search Analytics
Lisa Williams, President, MEDIA forte marketing (@mediafortemktg)

The Big Picture Track

The Current State Of Personalized Search (#smx #23B)
Personalized search isn’t just a Google thing, anymore. Bing does personalization, too. This session looks at how results are being personalized on both services and what marketers need to consider in a world where searchers all see a different set of results.

Moderator: Danny Sullivan, Editor-in-Chief, Search Engine Land (@dannysullivan)

Q&A Moderator: Erika Mamber, Vice President, Organic Traffic & SEO, Demand Media (@erikamamber)

Speakers:

Peter Bailey, , Bing
Jack Menzel, Product Management Director, Search, Google (@jackm)
Stefan Weitz, Director of Search, Bing (@stefanweitz)

Paid Search Track


Solution Spotlight by AdGooroo (3:30-3:35)
Solution Spotlights are brief introductions to relevant products and services offered by SMX exhibitors and sponsors.


Best Practices with AdWords (#smx #23D)
As Google continues it’s amazing pace of updates and enhancements to AdWords, it means that paid search marketers need to work just as hard to keep up. Last year’s best practices are being trumped with newer, more powerful best practices. Come to this session to learn the best practices for incorporating the most important new features, ad formats, targeting capabilities and campaign automation features that will keep your campaigns moving forward and ahead of your toughest competitors.

Moderator: Matt Van Wagner, President, Find Me Faster (@mvanwagner)

Q&A Moderator: John Ellis, Online Marketing, John W Ellis (@johnwellis)

Speakers:

Brad Geddes, Founder, Certified Knowledge (@bgtheory)
Andrew Goodman, President, Page Zero Media (@andrew_goodman)
George Michie, CEO, RKG (@rimmkaufman)
Frederick Vallaeys, Product Evangelist, Google (@fvallaeys(Q&A Speaker)

Technical SEO Track

Real Answers For Technical SEO Problems (#smx #23C)
Some technical SEO issues can be really tough to troubleshoot and fix. We’ll dive deep into how to diagnose the root cause of issues and how to get them fixed once and for all.

Moderator: Vanessa Fox, Contributing Editor, Search Engine Land (@vanessafox)

Q&A Moderator: Michael Martin, Senior SEO Strategist, Covario (@googleandblog)

Speakers:

Vanessa Fox, Contributing Editor, Search Engine Land (@vanessafox)
Todd Nemet, Director, Technical Projects, Nine By Blue (@nemet)

4:45pm-5:00pm
(15 min)

Refreshment Break

5:00pm – 6:15pm
(1 hr 15 min)

Social & Vertical Search Track


Solution Spotlight by American Express OPEN (5:00-5:05)
Solution Spotlights are brief introductions to relevant products and services offered by SMX exhibitors and sponsors.


Facebook Ads, Meet Search Ads (#smx #24A)
You know search ads cold. But do you know Facebook ads, and how they can get you into the pre-search cycle? There are many synergies between them. In this session, how to tap into Facebook ads to help your search marketing efforts.

Moderator: Greg Finn, Chief Marketing Officer, Cypress North (@gregfinn)

Q&A Moderator: Eric Enge, CEO, Stone Temple Consulting (@stonetemple)

Speakers:

Addie Conner, Director of Advertising, SocialCode (@socialcodeinc)
Matt Lawson, VP of Marketing, Marin Software (@marinsoftware)
Marty Weintraub, CEO, aimClear (@aimclear)

The Big Picture Track

Extreme Makeover, The SEO Edition (#smx #24B)
Is it really possible to take a site from nowhere to top rankings in 3 months? That’s the challenge we issued to each intrepid speaker on this panel, who volunteered to work on a small business or charity website, each in a different niche, that was ranking on page 5 (or worse) on Google for the site’s main search term. Each speaker had 3 months prior to SMX East to work with website and improve SEO rankings, traffic and revenue. Our speakers will reveal what advice was offered, the changes made-and most importantly, the end result.

Moderator: Rob Kerry, Head of Search, Ayima (@robkerry)

Q&A Moderator: Mark Munroe, Senior Director, SEO, Reply (@markemunroe)

Speakers:

David Burgess, SEO Consultant, Ayima (@davidburgess00)
Russ Jones, Chief Technology Officer, Virante (@virante)
Jay Young, Co-founder, Link Fish Media (@LinkFishMedia)

Paid Search Track

How To Create Great Text Ads (#smx #24D)
The difference between a good ad and a great ad is like the difference between a pair of jacks and a royal flush – the great ad wins every time! In this highly-interactive session, you will learn the new best practices for creating great text ads and how sharpen your copywriting skills to write winning ads. Our presenters will show you their favorite tips and tricks, and will cover all the new text ad formats and extension, too. You are guaranteed to take home dozens of powerful new ideas guaranteed to improve your ad performance and conversion rates!

Moderator: Matt Van Wagner, President, Find Me Faster (@mvanwagner)

Q&A Moderator: Brad Geddes, Founder, Certified Knowledge (@bgtheory)

Speakers:

Noran El-Shinnawy, Director of Marketing, BoostCTR (@noranshinnawy)
Elizabeth Marsten, Director of Search Marketing, Portent Interactive
Bibi Mukherjee, founder, Curve Trends Marketing (@wookiesam)

Technical SEO Track

Making Data From Google Webmaster Central & Bing Webmaster Tools Actionable (#smx #24C)
The search engines make more and more data available all of the time, but how can you determine priority and impact to use that information to influence your overall marketing and technical development roadmap. What does the data really mean and how can you use it to your advantage?

Moderator: Vanessa Fox, Contributing Editor, Search Engine Land (@vanessafox)

Q&A Moderator: Erika Mamber, Vice President, Organic Traffic & SEO, Demand Media (@erikamamber)

Speakers:

Duane Forrester, Sr. Product Manager, Bing (@DuaneForrester)
Vanessa Fox, Contributing Editor, Search Engine Land (@vanessafox)
Tiffany Oberoi, Software Engineer, Google (@tiffanyoberoi)
Myron Rosmarin, President, Rosmarin Search Marketing, Inc. (@MyronRosmarin)

Clinic Track

SEO Site Clinic 1 (#smx #24E)
This interactive session takes volunteers from the audience and examines their web sites live to provide general feedback about improving them to gain more traffic from search engines.

Moderator: Elisabeth Osmeloski, Managing Editor, Search Engine Land (@elisabethos)

Speakers:

Neal Rodriguez, Managing Director, Shovecom LLC

9:00pm – 11:00pm
(2 hrs)
SMX After Dark
Susan G. Komen for the Cure of Greater New York City

Sponsored by:

Covario

Join us for SMX After Dark and support the Greater NYC chapter of Susan G. Komen for the Cure breast cancer research foundation.


We’ll have an open bar, food, raffle, and the opportunity to meet internet marketers from around the world! Buy your ticket when you register for SMX or a Workshop. Or click here to register and make your $50 donation. All money from your donation for charity. Thanks Covario for sponsoring. Do good! Have fun!


Learn more at our In-Person Networking page.