SMX London – Day 2 – 5 November, 2008

8:00am-9:00am
(1 hr)

Breakfast & Registration

9:00am-10:15am
(1 hr 15 min)

Alternative Tactics & Diagnosis Track

Brand & Reputation Management Strategies – With the proliferation of blogs, social media and other ‘consumer generated content’ sites it’s getting more challenging for organizations to manage perceptions about their products and services. How can you respond to negative opinions, much less find them? How can you correct misleading information on sites you don’t control-including search result pages? Learn how to ‘take back the web’ in this session.

Moderator: Andy Atkins-Kruger, ,

Speakers:

Mel Carson, adCenter Community Manager – Europe, Microsoft
Jan Cisek, Global Branding Director, PROPEROdigital.com
Mikkel deMib Svendsen, Creative Director, deMib.com
Martin Murray, Managing Director, Interactive Return

Big Site & Big Brand Track

Industrial Strength SEO – When you’re doing SEO for a big site — or tens or hundreds of sites — you’ve got to bring in the big tools, lots of organizational skills and knowhow to integrate SEO with the ongoing web production processes and employee thinking in general. This session examines both the technical and organizational challenges of running huge web sites that must be search friendly.

Speakers:

Richard Baxter, UK SEO Manager, Cheapflights.co.uk
Gary Moyle, SEO Consultant, Guava
Dave Naylor, Owner, Bronco
Neil Stickells, Head of SEO, Steak

SMX Advanced Track: Focus On Organic

Blow Your Mind Link Building Techniques – 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? Want to learn the most coveted secrets to “buying” the links the engines would never consider a “paid link?” This, along with non-traditional link sources, linking strategies and nofollow PageRank “sculpting” or “siloing” are covered in the session.

Moderator: Rob Kerry, Head of Search, Ayima

Speakers:

Lyndon Antcliff, Viral Content Creator, Cornwall SEO
Tom Critchlow, Head of Search Marketing, Distilled
Wiep Knol, Manager Link Marketing, Tribal Internet Marketing
Jay Young, Owner, Link Fish Media, Inc.

10:15am-10:45am
(30 min)

Refreshment Break

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

Alternative Tactics & Diagnosis Track

Integrating Search & Display Marketing Campaigns – Search is the ultimate pull medium, but combining it with targeted display advertising campaigns increases click through rates and brand awareness, providing the best of both pull and push mediums online. This session examines best practices, learnings from UK campaigns as well as mistakes to avoid. The session also includes examples of integration with search and offline marketing campaigns.

Moderator: Chris Sherman, Executive Editor, Search Engine Land

Speakers:

Sara Andersson, Founder and Senior Strategist, Search Integration Sweden AB
Bruce Daisley, Industry Leader, Agency, Google UK
Nick Drew, Search & Direct Response Research Lead, Microsoft
Julian Lynch, Commercial Director, Interactive Return

Big Site & Big Brand Track

SEO For Web 2.0 Sites – Let’s say SEO 1.0 is about ensuring that 1990s-era web design techniques such as tables and frames are adjusted to minimize search engine ranking issues. Well, now the Web 2.0 design world is firmly upon us, bringing with it CSS, AJAX and other dynamic design techniques that can give search engines fits. SEO 2.0 is all about ensuring that Web 2.0 sites are as search engine friendly as Web 1.0 sites.

Moderator: Vanessa Fox, Contributing Editor, Search Engine Land

Speakers:

Nathan Buggia, Live Search Webmaster Central, Lead Program Manager, Microsoft
Tom Critchlow, Head of Search Marketing, Distilled
Mikkel deMib Svendsen, Creative Director, deMib.com
Dave Naylor, Owner, Bronco

SMX Advanced Track: Focus On Organic

My Secret Weapon – The best search marketers have all found a unique edge, whether it’s a tool that provides competitive insights, a technique that’s not been discovered by others, or a singular approach that’s difficult to copy. In this session, top search marketers reveal their secret weapon and how to use it to your own advantage.

Moderator: Kristjan Mar Hauksson, ,

Speakers:

Gary R. Beal, Head of Search, Training and R&D, Stickyeyes
Massimo Burgio, President, Global Search Interactive
Will Critchlow, Co-Founder & Director, Distilled
Steve Johnston, Google Consultant, Search:Johnston

Noon-1:15pm
(1 hr 15 min)

Lunch

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

Alternative Tactics & Diagnosis Track

International Search Advertising Opportunities – You can run global search ad campaigns on the big three engines, but you may get better targeting and more success using powerful regional players, such as Yandex, Baidu, Naver and others you may not be familiar with. An overview of options and how to effectively manage an international search advertising campaign.

Moderator: Andy Atkins-Kruger, ,

Speakers:

Andy Atkins-Kruger, Managing Director, WebCertain Global Ltd
Barry Lloyd, CEO, MakeMeTop
Alexander Sarakhanov, Yandex Specialist, WebCertain

Big Site & Big Brand Track

Search 3.0: Video Search & 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.

Moderator: Chris Sherman, Executive Editor, Search Engine Land

Speakers:

Brian Marin, Director of Client Services, Marin Software
Ciaran Norris, SEO & Social Media Director, Altogether Digital
Tom Wilde, CEO, EveryZing

SMX Advanced Track: Focus On Organic

Buying Sites For SEO – Forget the debate over buying links. How about buying entire web sites to gain success in search. This session looks at how to find the gems out there, criteria to consider, ways to negotiate and how to best leverage your new purchase. Tips, tricks, success stories, and painful lessons learned will be shared.

Moderator: Rob Kerry, Head of Search, Ayima

Speakers:

Richard Kershaw, Managing Director, Quality Nonsense Ltd
Kristjan Mar Hauksson, Director of Internet Marketing, Nordic eMarketing
Dave Naylor, Owner, Bronco
Doug Scott, Director, ASAP Ventures Ltd

2:30pm-3:00pm
(30 min)

Refreshment Break

3:00pm-4:15pm
(1 hr 15 min)

Alternative Tactics & Diagnosis Track

Paid Search Checkup – Does your search advertising campaign need help? This session features paid search experts who go live on the web to review ads and landing pages. Offer up your campaign for review or learn as other paid search campaigns are examined.

Moderator: Chris Sherman, Executive Editor, Search Engine Land

Speakers:

Mel Carson, adCenter Community Manager – Europe, Microsoft
Christine Churchill, President, KeyRelevance.com
Dixon Jones, Managing Director, Receptional Internet Marketing

Big Site & Big Brand Track

Search 3.0: 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.

Moderator: Vanessa Fox, Contributing Editor, Search Engine Land

Speakers:

Susan Hallam, Managing Director, Hallam Communications Ltd
Jon Myers, Head of Search / Associate Director, MediaVest
Heini van Bergen, Operations Manager, Tribal Internet Marketing

SMX Advanced Track: Focus On Organic

What You Should Be Measuring — But Aren’t! – CPA, ROI, CTR, ROAS — these are metrics commonly used to assess the success of a paid search campaign, but are they the right ones? This session looks at other metrics to also consider, along with some things to track that you might be overlooking.

Moderator: Kristjan Mar Hauksson, ,

Speakers:

Karl Blanks, Chairman, Conversion Rate Experts
Marcel Holsheimer, Vice President, Marketing – EMEA, Unica Corporation
Dixon Jones, Managing Director, Receptional Internet Marketing

4:15pm-4:30pm
(15 min)

Refreshment Break

4:30pm-5:45pm
(1 hr 15 min)

General

Expert Website Reviews With The Search Engines – A panel of the engineers from the major search engines who specialize in identifying and resolving common customer SEO issues describe their diagnosis process, discuss the differences in how they handle common problems and then open up for audience Q&A & review of attendee web sites.

Moderator: Vanessa Fox, Contributing Editor, Search Engine Land

Speakers:

Nathan Buggia, Live Search Webmaster Central, Lead Program Manager, Microsoft
John Mueller, Webmaster Trends Analyst, Google
Matthew Trewhella, Developer Advocate, Google UK