| 8:00-5:30pm |
Registration |
| 8:00-9:00am |
Morning Coffee |
| 9:00-10:00am |
Morning Keynote
21 Secrets of Top Converting Websites
The average conversion rate for a website is around 3%, but many websites convert at 10% or higher. What do they do that you may not be doing? Bryan Eisenberg, who has been helping companies improve their conversion rates since 1998 will reveal 21 of his most valuable tips that will help you increase your conversion rate. In this fast paced session you'll find relevant examples from retail sites, B2B sites, publishers and everything in between. You'll learn the key principle of GTC - Get the Cash! You'll never be able to look at a website the same way again.
- Keynote Speaker:
Bryan Eisenberg, SES Advisory Board; NYTimes Bestselling Author, bryaneisenberg.com
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| 10:00-10:30am |
Coffee Break in the Expo Hall (open 10:00-5:30pm) |
| 10:30-11:30am |
Attendees may choose to attend one of the three sessions offered during this time.
Fundamentals
Successful Information Architecture
This session will provide a fresh look at how to successfully architect your site for search engines and how specific page elements and design technologies may impact your ability to gain good organic listings. The speakers will cover topics such as directory and file structure, server-side includes (SSIs), 404 error trapping, JavaScript, robots.txt use, frames, secure area usage, and much more. If time allows, volunteers from the audience will have their sites examined to see how changes could be made to their site architecture and design to increase search engine traffic.
Beyond the Crawlers
Digital Asset Optimisation
Search result multiplicity is not a new phenomenon, but recent advancements guarantee that the world of search and marketing will be changing forever. How do the new "blended" search results pages affect your marketing strategy? Do these changes mean that the major search engines are eager to keep the "second click" on web properties owned by themselves? How popular are the new blended search results with users?
- Moderator:
Greg Jarboe, President & Co-founder, SEO-PR
- Speakers:
Jeff Ferguson, CEO, Fang Digital
Crispin Sheridan, SES Advisory Board; Senior Director of Search Marketing Strategy, SAP
Anne F. Kennedy, SES Advisory Board; International Search Strategist, Beyond Ink USA
Martin Sinner, Founder & Managing Director, Idealo Internet GmbH
Search & Social
Social Media 101
Social media has become a major piece of the search marketing puzzle and is changing the way we work, communicate and live. Companies are amazed by the influence social media is having and want to understand how to use it effectively. This session is designed to guide you through the complex landscape of social media and how it relates to your brand or web property. You'll learn about the leading sites, the functionality they provide, and best practices for interacting in these virtual places. You'll also come away with some valuable tips on how to effectively leverage your brand, services and products in different social media environments including Facebook, Twitter, LinkedIn, Flickr, MySpace, Digg, and more.
- Introduction by:
Mel Carson, Microsoft Advertising Community Manager, Microsoft Advertising
- Solo presentation by:
Lisa Myers, CEO, Verve Search
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| 11:30-12:30pm |
Networking Lunch in the Expo Hall |
| 12:30-1:30pm |
Keynote Panel
SEO: Where to Next?
Certain industry pundits have been heard to say that SEO is dead. And others say it's alive, well and kicking. Forums, blogs and newsletters on the subject abound. And there's no doubt that you can get some really up to date and on-the nail information. But there's also the BS element. So how do you tell what the good stuff is and what the guff stuff is?
Join our panel of UK industry leaders. They were some of the first authoritative voices out there and continue to be so. They have been monitoring the flow of conversation in the SEO world for up to ten years now. They have heard opinions on everything from Black hat/White hat SEO, dynamic delivery, Flash, Google index updates, universal search... And everything else that goes with it.
- Moderator:
Dixon Jones, Marketing Director, MajesticSEO
- Speakers:
Lisa Myers, CEO, Verve Search
Maile Ohye, Senior Developer Programs Engineer, Google
Dan Cohen, Global SEO Lead MSN, Microsoft
Julian Sambles, Head of Audience Development, Telegraph
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| 1:30-2:00pm |
Afternoon Break on the Expo Floor |
| 2:00-3:00pm |
Attendees may choose to attend one of the three sessions offered during this time.
Fundamentals
Introduction to Paid Search
Paid Search is one of the quickest and most efficient ways to gain visibility on the search engines. Done incorrectly it can also be one of the costliest. There are many diverse components to a pay per click campaign, but all have to work together to achieve the best return. This informative session will familiarize attendees with the key players and cover a variety of paid search advertising topics including writing effective ad copy, creating targeted landing pages and auditing paid listings. Designed for both agencies and brands alike, you will come away with a firm understanding of the paid search landscape and the many paid search advertising options available.
- Introduction by:
Jon Myers, SES Advisory Board; Director, Account Management, Yahoo! UK & Ireland
- Solo presentation by:
Dave Chaffey, Insights Director, ClickThrough Marketing Limited
Beyond the Crawlers
Real Time SEO: No More Yesterday's News
This session will focus on specific aspects of SEO for large media companies. The panelists will discuss the tools that media companies use to help them rank well for breaking news keywords as well as to capitalize on social media opportunities that exist within news content to help media companies to do well on sites such as: Digg, Facebook, Twitter, Reddit, etc. You'll learn about the future of video SEO and how structured data will play an important role in the future of video SEO for media companies. Lastly, the session will show you how to be successful in executing on large projects related to SEO within a media company.
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Sponsored Session
Link Building - Methods and Risks with Jim Boykin
This isn't your grandma's link building session. Jim has been an industry leader in the area of link building for over 10 years as the founder and CEO of We Build Pages (www.webuildpages.com). Jim also won the search engine journal's "Best Link Building Blog" in 2006 and 2007 (Jim rarely blogs anymore). Jim has seen and done it all when it comes to link building, and he knows which links effect search engine rankings, and the types of risks involved in certain types of link building. If higher search engine rankings are a major focus of yours, this is a "must attend" session.
- Speaker:
Jim Boykin, CEO and Link Building Ninja, We Build Pages Internet Marketing Services
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| 3:00-3:15pm |
Session Interval |
| 3:15-4:15pm |
Attendees may choose to attend one of the three sessions offered during this time.
Fundamentals
Best Practices in Offshore Outsourcing for Digital Marketing
Offshore outsourcing has been one of the biggest change element of the last decade, making the world flatter and competitive. Business that mastered the process, rose to new heights. The ones who could not, are trying to understand the concept and implement the same.
Digital marketing has been another major change agent of the last decade, so much that it surpassed traditional advertising medium in the UK in 2009 for the first time.
The confluence of the two - i.e. Offshore outsourcing of digital marketing can be a great enabler. It is equally important for enterprises and digital marketing agencies. Attend this session and you will learn the 'secrets' of how to make offshore outsourcing work in the field of digital marketing.
Beyond the Crawlers
Pushing Content Via XML, RSS & Site Maps
Not yet running a blog? Not syndicating your content through web feeds? Then you're missing out on an important area that can help your overall SEO efforts. Learn more about the unique advantages blogs and feeds offer to search engine optimization.
Search & Social
Digital Media Meets Party Politics
How will digital strategies and tactics popularized by the 2008 U.S. presidential election translate to the 2010 election in Britain? Will Internet marketing have an impact in this year's British election as great as it did in the U.S. in 2008? How do the approaches taken by Labour, the Conservatives, and the Liberal Democrats differ from what we've seen elsewhere?
We'll help answer those questions in our discussion with representatives of those three parties' digital campaigns. Expect a lively, free-flowing discussion about how the parties are using search and display advertising, social media, and other digital tools, techniques, and platforms - and how they're measuring the results of their efforts.
- Moderator:
Kate Kaye, Senior Editor, ClickZ News
- Speakers:
Rishi Saha, Head of New Media, Conservative Party
Mark Hanson, New Media Strategist, Labour Party
Mark Pack, Associate Director, Digital, Mandate Communications & Co-Editor, Liberal Democrat Voice
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| 4:15-4:30pm |
Session Interval |
| 4:30-5:30pm |
Attendees may choose to attend one of the three sessions offered during this time.
Fundamentals
Developing Great Content
Without meaningful content and compelling copy, your website is not grabbing the attention it deserves. In this session, we'll explore a diverse range of Web content development strategies along with innovative techniques for dramatically boosting the visibility and interactive appeal of your site. From SEO copywriting tips that encourage consumers to click to persuasive design strategies that turn browsers into buyers, it's all about improving the end user's experience through superior content.
- Moderator:
Matthew Bailey, SES Advisory Board; President, Site Logic Marketing
- Speakers:
Jonathan Allen, Director, Search Engine Watch
Heather Lloyd-Martin, CEO, SuccessWorks
Greg Jarboe, President & Co-founder, SEO-PR
Amanda Davie, Founder & Managing Director, Reform
Beyond the Crawlers
New Affiliate Opportunities & Strategies
If you are looking to get in to the world of affiliate marketing and become an affiliate for the first time, then you can't afford to miss the tips, tricks and techniques specifically focused on affiliate marketing revealed by our experts. Designed to help you navigate through all the various affiliate programs and the inherent difficulties of being an affiliate, this session will cover everything from commissioned-based "click-through" programs to managing product feeds, how to choose a niche and optimising someone else's content. Part art and part science, with affiliate marketing there are no products to develop, warehouse or ship; and no orders to process or refund. Sound too good to be true? Join us a learn what it takes to become a successful affiliate!
Search & Social
Social Media & the Marketing Mix
In the last year, Social Media has seen a meteoric rise in exposure, ploughing itself into the UK's vernacular & psyche through high profile mainstream media attention.
Whether it's Stephen Fry's million Twitter followers, or Celebrity X getting dumped on Facebook, marketers around the globe have seen beyond the hype and started to really understand its power. If Social Media is the tool, then Social Media Marketing is the discipline. Whether you start the conversation with your audience on Twitter, Facebook, Windows Live or simply set up a blog to start talking, you need to make sure your campaign resonates throughout your entire marketing strategy.
In this session, you'll hear from leading experts who'll help you cut through the hyperbole and create some long lasting, meaningful consumer connections with some useful integrated social media marketing tactics and strategies.
- Moderator:
Mel Carson, Microsoft Advertising Community Manager, Microsoft Advertising
- Speakers:
Crispin Sheridan, SES Advisory Board; Senior Director of Search Marketing Strategy, SAP
Bas van den Beld, Owner, Social Marketing Ambassador, State of Search/DMA
Amedeo Guffanti, Partner, 77 Agency
Anders Hjorth, CEO, Outrider
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| 5:30-5:45pm |
Session Interval |
| 5:45pm-? |
Discussion - Hilton Cocktail Lounge
Black Hat/White Hat Unconferenced
Search engines provide guidelines to protect their algorithms and the integrity of their results. But these are not laws - they are what they are - guidelines. Do we really have to stick to them? What if we find a loophole or two and we can get better results if we go under the wire? Of course, that would mean only some of us were playing by the perceived rules. And the likelihood is that, the white hat practitioners may find a black hat standing on their head and pushing them down the charts. And with search and social being strongly tied together there are so many more creative ways to circumnavigate the guidelines. Should anyone care anymore whether it's black hat or white hat to get results?
Join us for a first time and unique session at SES, London. Black Hat/White Hat Unconferenced. The session takes place in the hotel bar. The soapbox will be available for a few select speakers on either side to make their case and then the audience takes over. All with a glass of your favourite beverage in your hand, of course!
- Moderators:
Matt McGowan, Managing Director, Americas, Incisive Media
Mike Grehan, Global VP Content, SES, Search Engine Watch, ClickZ
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