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

Registration, Coffee & Danish

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

Issues & Tactics Track

Search Analytics & Competitive Intelligence – Your competitors are smart and aggressive. Knowing their search marketing strategy allows you to validate your own, and to outflank them with innovative tactics. Search analytics is the answer. This session shows you how to implement and profit from a comprehensive competitive intelligence campaign.

Moderator: Chris Sherman, Executive Editor, Search Engine Land

Q&A Moderator: Cameron Cowan, Product Manager, Adobe

Speakers:

David Sottimano, SEO Consultant, Distilled
John Straw, Founder, VP Business Development, Linkdex


Vertical SEM Track

Beyond Search: Leveraging Ads On Facebook, Twitter & LinkedIn – Not advertising on Facebook? You’re missing out on potential traffic from the second largest internet website, with more than 600 million unique users. And if you’re familiar with Google AdWords or Microsoft’s adCenter you’ll love Facebook’s self-serve image and text-based ads that let you advertise your own web page or even your own Facebook page or event. Twitter and LinkedIn offer similar programs. You really should make time to friend these programs at SMX.

Moderator: Andy Atkins-Kruger, ,

Q&A Moderator: Gemma Birch, , WebCertain

Speakers:

Matt Lawson, VP Marketing, Marin Software
Martin Macdonald, Head of SEO, OMD UK
Merry Morud, Online Marketing Account Manager, aimClear

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

Refreshment Break

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

Issues & Tactics Track

Keyword Research Ninja Tactics – Keyword research tools are powerful and plentiful—and your competitors are using them for the same reasons you are. This session explores keyword research “outside of the box,” mining unique or unusual sources of data for insights and opportunities that others overlook.

Moderator: Mikkel deMib Svendsen, Creative Director, deMib.com

Q&A Moderator: Merry Morud, Account Manager, aimClear

Speakers:

Richard Baxter, Director, SEOgadget
Christine Churchill, President, KeyRelevance
Lasse Clarke Storgaard, Head of Search, MediaCom Denmark
Kevin Gibbons, Director of Strategy, SEOptimise


Vertical SEM Track

Credit Where Credit Is Due – Demystifying Online Attribution – Measuring ROI is key to effective online acquisition efforts. When you know what’s working (and what isn’t), you can react quickly. Just as important are the insights online data can give you about your customers: what were they searching for that caused them to buy? Did that display ad make all the difference? Unfortunately, attributing all conversions to the last click is easy to do with current analytics products, yet doing so obscures real customer data and effectiveness measurements. This panel will provide real answers on how to track a customer’s searches through all phases of the buying cycle, how to measure cross channel “assists”, and how to avoid the dangers of last click attribution.

Moderator: Chris Sherman, Executive Editor, Search Engine Land

Q&A Moderator: Eric Bozinny, Manager, Traffic Quality Policy & Strategy, Microsoft

Speakers:

Cameron Cowan, Product Manager, Adobe
Jeff Greenfield, COO, C3 Metrics
Craig Macdonald, Chief Marketing Officer, Covario
David Sprinkle, VP of Analytics, ROI Labs

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

Lunch


Expo Hall Workshop: Agency Services for Online Retail: How to Take Your Retail Offerings Beyond Paid Search/SEO
ChannelAdvisor

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

Issues & Tactics Track

Refriending Google: Dealing With Penalties & Suspensions – Although Google says only 12% of all websites were affected by its recent “Farmer” update, many legitimate websites felt the sting of new ranking algorithms. And it’s not always easy to understand why Google suspends paid search campaigns. But fear not—If your site or ad campaign has had a setback you can get back into Google’s good graces by following the tips and tactics our panelists present during this session.

Moderator: Chris Sherman, Executive Editor, Search Engine Land

Q&A Moderator: Kelvin Newman, Creative Director, SiteVisibility

Speakers:

Craig Danuloff, President, ClickEquations Inc.
Mikkel deMib Svendsen, Creative Director, deMib.com
Craig Macdonald, Chief Marketing Officer, Covario
Michael Wyszomierski, Project Manager, Google


Vertical SEM Track

Speaking In Tongues: Mastering Multinational Search – Setting up and running multinational campaigns is the new frontier for search marketers. But it’s not enough just to translate a website and expect good results. Cultural localisation, hosting issues, working with different currencies, tariffs and payment systems all need careful work. This session shows you how to master the lingua franca of the international marketplace without making costly mistakes.

Moderator: Andy Atkins-Kruger, ,

Q&A Moderator: Gemma Birch, , WebCertain

Speakers:

Andy Atkins-Krueger, CEO, WebCertain
Preston Carey, Business Development Director, Yandex
Richard Falconer, Head of Technical Services, bigmouthmedia
John Mueller, Sr. Webmaster Trends Analyst, Google
Eric Papczun, SVP, SEO and Feeds, Performics

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

Refreshment Break

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

Issues & Tactics Track

Social Signals & Search – 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 are currently being used with search.

Moderator: Gil Reich, VP of Product Management, Answers.com

Q&A Moderator: Merry Morud, Account Manager, aimClear

Speakers:

Cedric Chambaz, EMEA Marketing Lead, Microsoft
Marcus Taylor, SEO & Social Media Executive, SEOptimise
Bas van den Beld, Owner State of Search, State of Search
Jim Yu, CEO, BrightEdge


Vertical SEM Track

What’s New In Local & Mobile – According to Google, as many as 30% of all search queries have local intent. And according to IDC, more internet-capable mobile devices will be sold this year than computers. In short, local and mobile are both here and huge, and will continue to be an important part of many search marketer’s activities. This session looks at new developments in local search, location services, mobile apps and ads.

Moderator: Greg Sterling, Founding Principal, Sterling Market Intelligence

Q&A Moderator: Pete Wailes, Digital Strategist, Strategy Internet Marketing

Speakers:

Martijn Beijk, SEO & Web Analytics Consultant, Onetomarket
Darrin Clement, Founder & CEO, Maponics
Philippe Huysmans, Director, EMEA Product Management, Mobile Local and Commerce, Microsoft
David Mihm, President, GetListed.org

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

Session Break

4:30pm-5:30pm
(1 hr)

Issues & Tactics Track

Legal Update: ASA Compliance, Click Fraud, Privacy & More – As if managing the complexities of search optimisation or a paid search campaign weren’t enough, online marketers face increasing challenges on another front: compliance with regulations and policy guidelines. In this session, search marketers and legal experts discuss recent developments you need to be aware of to avoid running afoul of regulators with increasing power to derail your marketing efforts.

Moderator: Greg Sterling, Founding Principal, Sterling Market Intelligence

Q&A Moderator: Chris Sherman, Executive Editor, Search Engine Land

Speakers:

Eric Bozinny, Program Manager, Traffic Quality Policy , Microsoft
Kelvin Newman, Creative Director, SiteVisibility
Jud Soderborg, SEO / Site Analyst, Datamark


Vertical SEM Track

Extreme Makeover, The SEO Edition – 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. The speaker had 3 months prior to SMX Advanced London 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

Speakers:

Richard Baxter, CEO, SEOgadget.co.uk
David Burgess, SEO Consultant, Ayima
Rob Kerry, Head of Search, Ayima Search Marketing
Stephen Pavlovich, CEO, Conversion Factory