| 7:30-6:45pm |
Registration |
| 8:00-9:00am |
Morning Coffee |
9:00-10:15am
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Conference Welcome & Opening Keynote
Be Awesome: Ideas for Approaching Search Analytics Differently
Click through rates, page rank, conversions, page views are all sweet. Yet they rarely scratch the surface of the true opportunity of search and subsequently quantifying the true impact of this massively data driven ecosystem. In his keynote Avinash will share specific ideas you can execute to find the audiences you crave online and use data to ensure that you are getting highest possible ROI. Keyword trees, yes. Attribution analysis, sure. Monetizing the long tail, got that. Micro conversions, yep. Bring an open mind.
Listen to a preview of Avinash's keynote. Free Webcast ›
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| 10:15-10:45am |
Grand Opening of the Expo Hall (open 10:00-6:45pm) |
| 10:45-11:45am |
Attendees may choose to attend one of the three sessions offered during this time.
Search Fundamentals
Introduction to Search Engine Marketing
This session will provide a clear and concise overview of the key concepts involved in search engine marketing. Who are the major search engines, and how can you best optimize them to gain "natural" or "organic" traffic without cost? Learn how to achieve top ranking or placement by utilizing search engine advertising opportunities. This is a must-attend basic session for anyone new to Search Engine Strategies events.
- Introduction by:
Judith Lewis, Head of Search, Beyond
- Speaker:
Erica Schmidt, SES Advisory Board & Global Search Director, iProspect
Search Analytics
Introduction to Analytics
Cut to the chase! Use analytics tools to get the specific answers you need about your search marketing campaign's economic performance, your users' on-site behaviors, and how to look for major red flags in traffic patterns. This slate of experts will keep you focused rather than poring through hundreds of pages of meaningless statistics.
- Introduction by:
Bryan Eisenberg, SES Advisory Board; NYTimes Bestselling Author, bryaneisenberg.com
- Solo presentation by:
Tami Dalley, Director, Analytics and Insights, Buddy Media
Search on the Edge
From Real-Time Search to Dynamic Discovery
Search engines have been increasing the frequency of indexing of the most active sites for some time and now we're beginning to get some visibility of just how fresh the results are; for example through Google's "show options". Others like Twitter, Facebook and LinkedIn are indexing instant submissions. In this session we look at how near real time information is being used to offer a fresh and relevant experience for both music and recruitment. We also look at what happens when the development of TV devices allows us to use web–based technology to deliver services to the television. Can we just apply all our Search expertise to the TV? Or does the entertainment focus and living room context of the TV require a different approach? How do we apply SEO to the TV? Does real-time indexing help here?
- Moderator:
Mike Grehan, Global VP Content, SES, Search Engine Watch, ClickZ
- Speakers:
Rob Walk, Managing Partner, NovaRising
William Fischer, Co-Founder & Director, Workdigital, Ltd.
Bill Scott, Chief Operating & Commercial Officer, easelTV
Aaron Kahlow, SES Advisory Board; Chairman & Founder, Online Marketing Summit
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11:45-12:45pm
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Networking Lunch in the Expo Hall |
| 12:45-1:45pm |
Attendees may choose to attend one of the three sessions offered during this time.
Search Fundamentals
Introduction to Conversion Optimisation
Landing page optimisation and conversion rate improvements are no longer simply buzzwords. The rising cost of driving online traffic means marketers are paying more for less return on their ad dollars.
To keep up, online marketers must roll up their sleeves and dive into conversion optimisation. Optimising your landing pages and your website is a proven means of increasing your conversion rates and realising improved ROI.
The session will include the information you need to know to achieve dramatic results from your online efforts. Are you planning for top performance? Are you accurately evaluating that performance? Are you setting the best benchmarks for measuring success? How well are you communicating your value proposition? Are you structured for change? Can you achieve the momentum you need to get the results you want? If you have the desire and commitment to create phenomenal online results, then this training will be your own Call to Action. This session will demonstrate how these skills are essential for building a user-friendly, search-friendly, and persuasive site that converts visitors into buyers.
- Introduction by:
Anne F. Kennedy, SES Advisory Board; International Search Strategist, Beyond Ink USA
- Solo presentation by:
Bryan Eisenberg, SES Advisory Board; NYTimes Bestselling Author, bryaneisenberg.com
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Sponsored Session
Beyond Blue Links
This session will look at search trends among consumers and changes in the search landscape: How consumers have influenced the development of Bing, Microsoft's search engine, and how this benefits the advertiser.
Peter Maxmin will share key consumer trends and insights that are shaping Microsoft's search strategies and technical direction in this increasingly competitive market, as well as showcase the highlights of the new search experience and talk about their implications for advertisers.
- Speaker:
Peter Maxmin, Director for Online and Bing Search, Europe, Middle East and Africa, Microsoft
Search on the Edge
PPC or SEO? The Ultimate Search Marketing Battle
Finally see which search marketing tactic is the most cost effective, PPC or SEO.
Watch these two heavyweights battle it out trying to prove who has the bragging rights to the best marketing tactic. Join us for this no-holds barred session where the SEO proponents square off against the PPC evangelists. Look for tons of action in this bout.
And since the best battles are actually decided in the web analytics, learn about an industry study examining visitor behavior and conversion data for visitors arriving from paid versus organic links. The data will help further fuel this hotly contested debate.
Don't miss this fun, educational and lively session and be part of search marketing history.
- Moderator:
Brian Lewis, VP, Engine Ready
- Speakers:
Ralph Tegtmeier, aka, Fantomaster
David Naylor, SEO, Bronco
Rand Fishkin, CEO, SEOmoz.org
Andrew Goodman, SES Advisory Board; President, Page Zero Media
Paul Mead, Managing Director, VCCP Search
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| 1:45-2:15pm |
Afternoon Break on the Expo Floor |
| 2:15-3:15pm |
Attendees may choose to attend one of the three sessions offered during this time.
Search Fundamentals
Introduction to Search Engine Optimisation
Search has one of the lowest customer acquisition rates, simply because it is a "pull" medium, allowing people to find you when they need you. Search engine optimization will help you position your website properly to be found at the most critical points in the buying process. This SEO overview will help you understand what the search engines are looking for, and how the principle of building your site for your customers will also please the search engines. In clear, non-technical language, you'll learn the latest optimization trends along with the best practices necessary to make an immediate impact on your internet presence and website profitability.
- Introduction by:
Dixon Jones, Marketing Director, MajesticSEO
- Solo presentation by:
Matthew Bailey, SES Advisory Board; President, Site Logic Marketing
Search Analytics
Meaningful SEO Metrics: Going Beyond the Numbers
As knowledge of SEO practices moves from the offices of the optimizers to the board room, the standard metrics used by the practitioners of this former dark art are straining under the weight of the all powerful bottom line. The days when upper management was impressed by subtle changes in Page Rank have been replaced by questions of LTV and ROI. As more resources are being dedicated to creating the perfectly optimized and keyword rich landing page, C-level executives are demanding proof of the return they are receiving from these resources.
This panel will discuss a myriad of ways to move beyond Page Rank, indexed pages or linked sites and into metrics that can make you a hero and, better still, get your budget increased to a respectable level.
- Moderator:
Jon Myers, SES Advisory Board; Director, Account Management, Yahoo! UK & Ireland
- Speakers:
Jeff Ferguson, CEO, Fang Digital
Miles Bennett, Director, TargetStone Limited
Brian Clifton, Author, Advanced Web Metrics with Google Analytics
Search on the Edge
Managing a Global SEO Campaign
As the world becomes smaller and search marketing becomes more complex, the era of "ranking well in Google" is over. This is especially true for companies who are targeting multiple markets or countries. This new opportunity also brings many new complexities to be considered other than standard SEO. This session tackles these key issues critical to successfully developing, optimizing, and managing the global campaigns that will meet those next generation marketing goals, without losing control or your mind.
- Moderator:
Erica Schmidt, SES Advisory Board & Global Search Director, iProspect
- Speakers:
Peter van der Graaf, Search Strategist, Search Specialist
Andy Atkins-Krüger, Managing Director, WebCertain
Crispin Sheridan, SES Advisory Board; Senior Director of Search Marketing Strategy, SAP
Bill Hunt, SES Advisory Board; President, Back Azimuth Consulting
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| 3:15-3:30pm |
Session Interval |
| 3:30-4:30pm |
Attendees may choose to attend one of the three sessions offered during this time.
Search Fundamentals
The Basics of Link Building
Discover how search engines rely on link analysis as an important component for ranking web pages. You will also learn how to increase traffic to your site by building quality links in an appropriate manner.
- Moderator:
Mike Grehan, Global VP Content, SES, Search Engine Watch, ClickZ
- Speakers:
Dixon Jones, Marketing Director, MajesticSEO
Christoph Cemper, Managing Director, Cemper.com
Peter van der Graaf, Search Strategist, Search Specialist
Search Analytics
Deep Dive Into Analytics: When Bounce Rate No Longer Floats Your Boat
Once you have the fundamentals of Web Analytics under control it's time to take the next step into Deep Dive Analytics. It's all about answering specific business questions using your web analytics data to drive tactical and strategic decision making. This session will provide you with all of the essentials to get down and dirty with your data.
- Moderator:
Brian Clifton, Author, Advanced Web Metrics with Google Analytics
- Speakers:
John Marshall, SES Advisory Board & CTO, Market Motive
Tami Dalley, Director, Analytics and Insights, Buddy Media
Neil Mason, Director of Analytical Consulting, Foviance applied insights
Search on the Edge
Industry Specific Search Strategies: Under the Hood
Recruitment, gambling, retail and travel are commonly considered to be amongst the biggest and most competitive sectors on the Internet! In this session, join our expert speakers and take a look "under the hood" as they uncover some of the strategies, tactics, tools and techniques that they employ to put the websites they work on front of mind and front of heart. Whether you operate in these industries or not, with real life case studies covering the full SEM spectrum, this session is bound to be an eye opener and one not to miss.
- Moderator:
Andy Atkins-Krüger, Managing Director, WebCertain
- Speakers:
David Naylor, SEO, Bronco
Allan Stewart, Head of Online Marketing, PULSE
David Fairhurst, Head of SEO, Intelligent Retail
Richard Baxter, Founder and Director, SEOGadget
Rob Kerry, Head of Search, Ayima Search Marketing
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| 4:30-4:45pm |
Session Interval |
| 4:45-5:45pm |
Keynote Panel
State of the U.K. Industry Discussion Panel
The paid search marketplace has rocketed from virtually zero to more than $10 billion in the past decade. As ROI and performance become increasingly important, is search gaining a larger share of advertising revenues or is search generally or at least across some categories, too expensive and competitive? Can search make an argument for value beyond pure performance and results? Will further insights and performance gains be realized as they relate to an overall SEM+SEO strategy for a brand or has the search industry discovered most of the tricks? This panel takes a hard look at the current value proposition of search in the UK and how we got to where we are today.
- Co-Moderators:
Mike Grehan, Global VP Content, SES, Search Engine Watch, ClickZ
Helen Alexander, Chairman, Incisive Media, Sr Advisor, Bain Captial and President, the CBI
- Speakers:
Kirsten Mangers, Founder and Chief Executive Officer, WebVisible, Inc.
Bill Staples, Director of Search, GroupM UK
Jonathan Beeston, Client Services Director, Europe, Efficient Frontier
Edward (Teddie) Cowell, SEO Director, Guava
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| 5:45-6:45pm |
Networking Cocktail Reception in the Expo Hall |
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