| 7:30-6:00pm |
Registration |
| 8:00-9:20am |
OMI Morning Workshop: Social Media Strategies & Research |
| 8:30-9:30pm |
Morning Coffee |
| 9:30-10:45am |
Conference Welcome & Keynote
- Keynote Speaker:
Jeffrey W. Hayzlett, Best-selling Author, Business Change Agent & Marketing Expert, Hayzlett.com
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| 10:45-11:15am |
Grand Opening of the Expo Hall (open 10:00-6:00pm) |
| 11:15-12:15pm |
Attendees may choose to attend one of the three sessions offered during this time.
Track 1
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 optimise 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 SES events.
- Solo Presentation by:
Erica Schmidt, SES Advisory Board & Global Search Director, iProspect
Track 2
Basic 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 behaviours, and how to look for major red flags in traffic patterns. This session will keep you focused and organised so you don't wind up pouring through hundreds of pages of meaningless statistics.
- Solo Presentation by:
John Marshall, SES Advisory Board & CTO, Market Motive
Track 3
Key Points in Launching a Global Website
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, optimising, and launching the Global Websites that would meet those next generation marketing goals, without losing control or your mind.
The session will cover the following topics and will include some case studies:
- Keyword research
- Language & cultural issues
- Geographical issues
- Issues involving different engines and platforms
- Leveraging standardized templates to develop global websites
- Cross-border management issues
- Copy writing for multiple audiences
- Adapting unique market trends and techniques
- Moderator:
Anne F. Kennedy, SES Advisory Board, International Search Strategist, Beyond Ink USA
- Speakers:
Bill Hunt, SES Advisory Board & President, Back Azimuth Consulting
Andy Atkins-Krüger, Managing Director, WebCertain
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| 12:15-1:15pm |
Networking Lunch in the Expo Hall |
| 1:15-2:15pm |
Attendees may choose to attend one of the three sessions offered during this time.
Track 1
Introduction to SEO
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 optimisation 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 optimisation trends along with the best practices necessary to make an immediate impact on your Internet presence and website profitability.
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Sponsored Session
A Powerful New Choice in Search
Learn how Yahoo! Search and Bing are coming together for advertisers and consumers as a powerful new choice in search. You'll hear tips on how to prepare for the transition, and have your questions answered by Yahoo! Search and Bing experts. This session is for agencies and advertisers.
- Speakers:
Mark Richardson, Yahoo! Search Alliance Lead, Microsoft, UK
Jon Myers, SES Advisory Board & Head of Account Management, Yahoo! UK & Ireland
Track 3
Music & Search Engine Marketing: Quality Score & The Volume Game
Search engine marketing for music comes with a unique set of challenges even for the highly relevant and targeted SEM advertiser. Join us as we discuss the various difficulties encountered by a campaign built for music, how those difficulties vary for an artist, and what to expect when launching a campaign.
- Solo presentation by:
Paul Szymanski, Search Engine Marketing Manager, Sony Music Entertainment
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| 2:15-2:45pm |
Afternoon Break in the Expo Hall |
| 2:45-3:45pm |
Attendees may choose to attend one of the three sessions offered during this time.
Track 1
Link Building Basics
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.
Track 2
Meaningful SEO Metrics: Going Beyond the Numbers
As knowledge of SEO practices moves from the offices of the optimisers 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 optimised 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:
Brian Clifton, Author, Advanced Web Metrics with Google Analytics
- Speaker:
Matthew Bailey, SES Advisory Board & President, Site Logic Marketing
Peter Young, Head of SEO, Brilliant Media
Track 2
Introduction to Information Retrieval on the Web
This session could well be entitled "How Search Engines Work" as it delves into the methods used by crawler based search engines such as Google. Understanding how search engines gather information from billions of documents and index them is essential knowledge for search engine marketers. And having a much better understanding of how hyperlink based ranking algorithms such as Google's PageRank works, goes a long way towards helping you develop a solid linking strategy.
- Find out how search engine crawlers work.
- Find out how keywords are weighted and indexed
- Find out how hyperlink based ranking algorithms work
- Find out how end user behaviour can affect ranking
- Find out how to future proof your search marketing strategy in a new decade of search
And it's all broken down into simple-to-understand terms and analogies.
- Solo presentation by:
Mike Grehan, Chair SES Advisory Board, Global VP Content, SES/Search Engine Watch/ClickZ
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| 3:45-4:00pm |
Session Interval |
| 4:00-5:00pm |
Attendees may choose to attend one of the three sessions offered during this time.
Track 1
How to Become a Link Magnet
Some people just have to sit at a keyboard and type for ten minutes. Some people spend a little time mashing up a video. And some people develop a cool tool or app. What happens next? They become link magnets.
In search marketing, where content is still king, we've talked about how to make your web site a link a magnet. But with social media and personal branding, developing a great presence online can turn you personally into a link magnet. Some people have. Thousands want it.
How can you develop your personal brand so that you only have to mouth an opinion and a gazillion links follow? Andy Warhol once suggested that everyone gets their 15 minutes of fame. And social media is certainly making that little prediction come true.
Find out from a panel of experts how you can have your (metaphorical) 15 minutes of fame, become a link magnet and dominate search engines.
Track 2
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:
John Marshall, SES Advisory Board & CTO, Market Motive
- Speakers:
Matthew Bailey, SES Advisory Board & President, Site Logic Marketing
Brian Clifton, Author, Advanced Web Metrics with Google Analytics
Track 3
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 behaviour 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:
Jon Myers, SES Advisory Board & Head of Account Management, Yahoo! UK & Ireland
- Speakers:
David Naylor, SEO, Bronco
Bill Hunt, SES Advisory Board & President, Back Azimuth Consulting
Jonathan Beeston, Client Services Director, Europe, Efficient Frontier
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| 5:00-6:00pm |
Networking Cocktail Reception in the Expo Hall |
| 6:00pm-late |
LondonSEO Party
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