| 10:45-11:45am |
Attendees may choose to attend one of the five sessions offered during this time.
SEO Track
Enterprise Level SEO
The enterprise level SEO session is designed to meet the specific challenges of large enterprise organizations. Topics for discussion will include SEO tactics specific to large sites (sites with thousands, if not millions of pages), the challenges of educating key stakeholders in the organization including budgeting issues, and implementation hurdles common to large organizations including CMS issues and IT team challenges. This session will also include a proven model of organization for your enterprise level SEO campaign as well as a summary of key metrics that you should be measuring to drive ongoing SEO strategy. If you are the SEO point person for an enterprise level organization with a lot of moving parts, this session is for just of you!'
- Moderator:
Mike Grehan, Global VP Content, SES, Search Engine Watch, ClickZ
- Speakers:
Bill Hunt, SES Advisory Board; President, Back Azimuth Consulting
Russ Mann, Founder & CEO, Covario
Paid Search Track
PPC Beyond Search: New Ad Formats, Display and Social
For some time, paid search campaign managers have been told to treat search campaigns and "contextual" ads, often managed through the same platform, as distinct targeting methods. But with the explosion of ad types such as search retargeting and Yahoo's SmartAds, as well as new tactics for managing and bidding on placements, it's getting harder to justify keeping them in different buckets. This session aims to bring marketers up to speed on the state of the art. Also covered: what tools or skill sets are needed to manage and report on results from multiple search engines and even Facebook? How should marketers prioritize efforts?
Local/Mobile Track
Smart Mobile Marketing
Learn smart mobile marketing strategies that are effective for converting mobile traffic today with mobile SEO, PPC & applications. You will learn action items about what you need to know for developing, launching and tracking an integrated mobile marketing strategy.
This session will help attendees understand how mobile marketing fits into the traditional and online marketing mix and determine what marketing strategy is most appropriate for their business. It will provide tips for updating existing sites to work on a variety of mobile devices and will expose the major online marketing mistakes that are being made by some of the top mobile marketing agencies.
Attendees will walk away with a clear understanding of actionable mobile SEO best practices including mobile site architecture, local and universal SEO tactics that work in a mobile application and how to author meta data that is compelling in mobile search results.
Accelerator Track
Brand Resilience and Reputation Management in a High-Speed World
We can all name the most prominent brands. But today, brand and reputation management has as much to do with safeguarding as it does with building. Brand saboteurs are lurking around every corner - especially in the age of social media where news spreads like wildfire - and organizations need to manage risk, anticipate attacks, and bounce back fast after a hit.
How can you protect your brand? By playing active and consistent defense. That starts with understanding how susceptible your organization is to brand sabotage - and knowing how to reduce its likelihood and impact. In this session the speakers will discuss how to assess your brand risks, learn how to detect early warning signals, and adapt your defenses. You will learn what you can do to manage your reputation on-site, in social media, across customer complaint sites, in product searches and in the news The speakers will also draw on the experiences of today's most well-known brands. By building an organizational capacity to expect the unexpected and understanding your brand risks, you'll be in a better position to head off trouble before it occurs - keeping you one step ahead of your potential saboteurs.
Exchange Traded Media Track
Holy Crap, What Just Happened to Media Buying?! Unraveling Networks & Ad Exchanges
The separation of data (who to target) from media placement (where to target), and the rise of the media exchanges have caused a pendulum swing in the industry's approach to media planning and buying. But has it swung too far? Has media context and a good creative execution been sacrificed for the benefit of lower and lower CPMs? Have media planners gone too far in their rush to execute on the numbers, rather than on their marketing savvy and understanding of their audience? We will determine the current and future position of the pendulum for digital advertising from the perspectives of the media owner, the display media buyer and the client - as well as from the position of search, the potential new kings of the digital media landscape.
- Moderator:
Anne F. Kennedy, SES Advisory Board; International Search Strategist, Author, Beyond Ink USA
- Speakers:
Dax Hamman, Chief Revenue Officer, Chango
Chris Lobdell, Director of Sales, Central Region, DataXu
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| 12:15-1:15pm |
Attendees may choose to attend one of the five sessions offered during this time.
SEO Track
SEO Competitive Analysis
Competitive Analysis is one of the most important and informative components of an SEO strategy. Your competitors are a wealth of free information. From determining which links are providing your competitors with the most value, to deciphering what their most profitable keywords are, with the right systems in place you'll be able to capitalize on their mistakes and learn from their successes.
This session will cover:
- On-site competitive analysis: Analyzing the structure of your competitors websites, the keywords they are targeting and how they are optimizing their content.
- Off-site competitive analysis: Analyzing how they are participating in key social networks, what their link building strategy is and which content has performed the best/worst for them.
- Competitor monitoring: What types of trends should you be on the lookout for? What tools are best for keeping track of what your competitors are doing?
- Moderator:
Lee Odden, SES Advisory Board; CEO, TopRank Online Marketing
- Speakers:
Chris Boggs, SES Advisory Board; Director, SEO, Rosetta
Jin Han, Director of Online Media & Search, Compete Inc.
Paid Search Track
The Tools of the Trade for Paid Search
The competition is fierce in paid search! From small in-house accounts to ones with millions of keywords, it's the NEW advances in SEM technology that might just make the difference between success and failure. Are there tools you could be using right now to help double your conversions, lower your costs, or save your team hours of time every week? At this panel, top paid search tool vendors will showcase their latest features in bid management, campaign workflow efficiencies, and reveal what the future holds for the industry.
- Moderator:
Jon Myers, SES Advisory Board; Director, Account Management, Yahoo! UK & Ireland
- Speakers:
Brad Geddes, Founder, Certified Knowledge
Dan Morrison, Senior Search Marketing Manager, Adchemy
Local/Mobile Track
Search on Mobile Devices: The Next Frontier
Search on mobile devices is a different game than it is on the desktop. Users can't rely on Google to deep link into their mobile apps. Yet search is needed even more on these smallest screens to find the content they're looking for. So, why are the search features within apps so "old school?" Search results do not appear as users type (they invariably have to hit the "go" or "search" button); search features don't save a user's past searches or learn from his past activity. The Android OS does not offer any solutions. Must each app developer code his own search solution?
Let's envision a scenario for mobile that would provide more robust search for each app -- with instant results, real-time indexing of cloud-based content AND on-device content, as well as learning from the user's past behavior. Maybe Google will listen and make it part of Android, or maybe Adobe will include it with AIR, or maybe a startup will figure out how to do it!
Accelerator Track
SEO in the World of New gTLDs
There is a great deal of interest in how new, top-level domains (TLDs) will impact search engine optimization. A lot of debate on the issue has been fueled by speculation. This panel will introduce an analysis of how Google search results today provide a solid indication of how gTLDs may factor in serving up results in the near future. The panel will help you determine what domain extension is best for your brand and explain how you could gain significant marketing value by selecting one over the other. Panelists will discuss how your chosen domain extension might affect your SEO.
Google and other search engines keep mum on their search algorithms for very good reason, but the evidence of TLD contribution to ranking isn't hard to find. For starters, consider the fact Google is in the business of using all available information to offer the most accurate relevancy possible in its results. New TLDs with category and brand names will be screaming indicators of a site's content. Therefore, it's hard to imagine that the experts in Mountain View will categorically ignore this as relevant information going forward.
There is incontrovertible evidence that even today Google's algorithms factor TLD information in delivering search results. It's now well known that .info has been flagged as being "spammy". Few new .info domains show up in results despite excellent SEO. And then there's .gov and .edu. Sites attached to these domains certainly appear to have preference for certain search terms today.
When searching on "texas.", the top result is the state of Texas's site at www.texas.gov. Second is Wikipedia's entry on Texas. Now, there's no way that the state of Texas has optimized its site to the level where it can go toe-to-SEO-toe with Wikipedia, so what's happening here? This wouldn't be the case without Google giving significant weight to the fact that the site has a .gov domain. (Note that texas.com doesn't show up until number 30.) Do a search on "harvard", "princeton," "ucla," "johns hopkins," and you see the same thing with .edu.
This strongly suggests good news for the coming new gTLDs. So will this erode the ranking of .com sites? And what preparation should marketers plans for? These are the essential questions that will be addressed during this session.
- Moderator:
Jaimie Sirovich, CTO, SEO Egghead Inc.
- Speakers:
Tim Callan, Chief Marketing Officer, Melbourne IT Digital Brand Services
Rob Garner, Vice President, Strategy, iCrossing
Exchange Traded Media Track
Why Doesn't Anyone Care About the Creative Anymore?
In this new world of exchange traded media where impressions are cheap and context is forgotten, the execution of the creative messages has evolved from the 'central role' to just another data point to be optimized. The panel will debate the role that creative plays today, looking at both sides of the argument. Is campaign success dependent on a thousand versions of a banner, each optimized to the single pixel, or is the overall message still the key to success?
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| 1:30-2:30pm |
Attendees may choose to attend one of the five sessions offered during this time.
SEO Track - Spotlight Session
Content Marketing Optimization
The core of any search or social media marketing program centers on content. Digital assets, rich media, web pages, MS Office and PDF docs as well as content created and shared by consumers all offer opportunities for optimization. If it can be searched, it can be optimized!
Online marketing is increasingly competitive and brand marketers world-wide are seeking real advantages that will improve the efficiency and impact of their Social Media and SEO efforts. This session provides unique insight into content based optimization strategies and processes as well as tactics for sourcing, creation and promotion of optimized content on the social web.
- Solo presentation by:
Lee Odden, SES Advisory Board; CEO, TopRank Online Marketing
Paid Search Track - Spotlight Session
Is Retargeting / Remarketing Right for You?
You spend a lot on paid search, invest hundreds of hours of time into your SEO. Search traffic is among your best converting traffic because the consumer is hunting for what you've got. Yet, depending on your site and the keywords, it's likely that 80-98 percent of search visitors leave without a purchase, becoming a lead or making contact with you via phone or social media. All is not lost, technology is giving us additional opportunities to communicate with consumers even if they never registered on our site.
Remarketing, also known as retargeting, is a technology that allows marketers to show their ads to former site visitors while they surf elsewhere on the web. Sounds very simple, however a lack of awareness around the technology has ruffled some feathers in the industry.
In this session you'll learn the success factors for retargeting and illustrate the vendor landscape. In addition you'll learn how to execute a campaign that balances the amazing yet anonymous intent information gleaned from search terms against the "creepy factor" of running retargeting ads that make some consumers feel violated.
- Solo presentation by:
Kevin Lee, Co-Founder & Executive Chairman, Didit
Local/Mobile Track - Spotlight Session
Social Media Marketing: Killer Advertising Tactics
What can you do with a social network like Facebook that has over 700 million members? And how can you leverage LinkedIn to generate targeted conversations with an interested and relevant audience - both online and offline? Find out as these accomplished marketing experts share their "killer tactics" for harnessing the real marketing and ecommerce potential of advanced social media advertising. Find out what some of the most successful social media marketing campaigns have in common and what tools can help make your social networking efforts pay off with killer results.
Accelerator Track - Spotlight Session
Advanced Keyword Modeling
Google Instant and Bing's intent-based results are creating a need for a new generation of keyword research, expansion and modeling techniques. This session will guide you through ways to integrate data from search, social and traditional media to identify new opportunities and revenue streams.
- Solo presentation by:
Bill Hunt, SES Advisory Board; President, Back Azimuth Consulting
Exchange Traded Media Track - Spotlight Session
Advanced Paid Search Tactics
 Programmed by: Mikel Chertudi
Your campaigns are performing OK. How to take them to the next level? Advanced PPC tactics can actually be more fun than basic ones, because you get to activate both left and right brain power, tapping into your own unique aptitudes as well as your customers' deepest desires. This session covers campaign expansion techniques, advanced ad testing, advanced auction theory, the proper use of relevant analytics reports, ideas for bid rules and campaign automation, techniques for acting on seemingly inconclusive data, and more.
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