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by Bill Hunt
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.
If you are responsible for your company's search engine optimization, then you know that you need all of the various tools of your trade close at hand. This session will describe the tools that will help you to accomplish your tasks including indexing, competitive analysis, site ranking, diagnosing and remedying problems, page level information, site level information, on-page optimization and much more.
by Jim Boykin
Jim has been a leader in the field of Internet Marketing and SEO for over 10 years. Jim will show you some of his most "killer tactics" for obtaining some of the most trusted backlinks in the world. Jim will also talk about the Panda Update and will give many tips on how can you recover. If you haven't been hit by Panda, Jim will tell you what you still need to know to prevent your site from being hit by Panda in the future. Jim will also talk about some of the best Internet marketing tools on the market, and how can you utilize them to be an Internet Marketing Hero.
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 The days when upper management was impressed by subtle changes in Page Rank have been replaced by questions of LTV and ROI.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.
UGC is huge and emerging part of social commerce. It is not only good for SEO, but has a profound impact on conversion, return rates, order value and external messaging. This session will emphasize the SEO gains that come from strategic use of UGC, but will also highlight the holistic value and typically untapped opportunities related to UGC. By the time of this event, we expect to have new case study data and examples to keep this topic fresh and relevant.
More and more site owners are concerned that they might get penalized accidentally or overtly because of duplicate content. If you run mirror sites, will search engines ban you? If you have listings that are similar in nature, is that an issue? What happens if you syndicate content through RSS and feeds? Will other sites be considered the "real" site and rob you of a rightful place in the search results? This session will take a look at all canonical issues and explore repairs and solutions.
by Bruce Clay
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.
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.
by Andy Beal
Every day your potential customers are deciding whether or not to do business with you, based on what shows up in Google's search results. A single negative review of your company, a blog post from an unhappy customer, or a 140-character tweet can result in a millions of dollars in lost sales.
In this advanced session, world-renowned online reputation management expert Andy Beal will open his play-book for managing your online reputation. What SEO tactics will push your pages to the top? How do you occupy all of the first ten Google results? What social networking profiles can you use to push down negative reviews of your company? This is no high-level "let's look at some case studies" fluff! You'll leave this session with proven tactics that you can use to clean-up your online reputation or, even better, ensure it never gets dirty in the first place!
With the rise of Open Source Content Management Systems like WordPress, SEO's have been able to be more effective in the management of websites, the content and the optimization. Even the technical tweaks have become easier from the amount of SEO-related plug-in's, management tools and custom templates.
WordPress has made the barrier to entry in developing new websites extremely low, many allowing a website to be created and running within minutes. Code can be easily edited or managed specific to the needs of the site manager, creating powerful, search friendly, content-rich websites. This session examines the latest in WordPress, WordPress plug-in's, applications and how SEO can be easily implemented and managed.
Managing SEO in-house at mid- to large-sized organizations can pose many challenges. Once a company decides to start SEO in-house, what's next? In this session you'll learn what you'll need to do in order to manage a successful in-house SEO program that runs smoothly and successfully. There are many groups involved in SEO besides the subject matter experts and if you are responsible for SEO, you need to learn and implement tactics that will increase the productivity and reduce the frustrations you face on a regular basis. Come and hear our marketing experts deliver the keys to success in building well-integrated search marketing programs that thrive on support from all levels of the company.
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:
SEO is dead... No it's not... Yes it is! It's been an ongoing debate for quite some time now. So what's the truth? Does SEO still give you the necessary oomph to rocket you up the search engine charts like it used to? Or, is SEO a "just in case" best practice routine these days? Can anyone prove it does work; can anyone prove it doesn't?
We have a panel of experts for you to agree with - or disagree with. It's a totally open discussion and it's led by the most important person in the room: You! We need your real world experience, opinions and feedback.
This is the perfect primer leading directly into the infamous black hat/white hat unconferenced session.
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 our unique unconferenced session. No formal presentations - and all with a glass of your favorite beverage in your hand, of course!
As the online marketing community becomes more aggressive with SEO campaigns, even when they are following all of the rules, is there a point at which over optimize? When focusing purely on SEO, many companies lose site of the end goal - to provide information to users. When is SEO overdone and how can you prevent this from happening on your website? Are there Tsunami warning indicators to get out of the game before Google's next Panda hits? Learn from this panel of SEO experts how to find the ideal line for your site - not overdoing SEO but also not leaving organic search traffic to your competitors.
Expanding on the popular site clinic approach, which features live web site audits from leading experts, the SEW Labs Series is a peer-group learning experience. This SEO Lab will have a special focus on Social SEO.
In each 90-minute Lab, the audience will participate with industry experts and search engine representatives in analyzing and auditing attendee web sites and in delving into the topic at hand via lively discussion. Think "crowd-sourcing consultancy" sessions in a live classroom environment.
Director of Search Engine Watch, Jonathan Allen will mix with the audience during each session and oversee the deconstruction and reconstruction of web sites for optimal performance.
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!
This is it - we've arrived. The 24/7 always connected consumer. And much as this brings so many more opportunities for marketers, it brings challenges too. Much of the received wisdom in marketing circles is undergoing reconsideration. The nature of consumer and business markets is going through major change.
Innovation in display advertising moves at pace. Banner blindness has been cured by relevancy and timeliness. Exchange traded media is changing the field of media planning and buying. Ad exchanges and real-time bidding inventory sources are rapidly emerging. And ad technology vendors and creative agencies are devising new ad units.
Social media and mobile apps all the more will see end users sidestepping the browser. And location-based services are beginning to provide newer opportunities in point of sale, couponing, and suggested discovery. Consumers are attracted to rapidly emerging third party information providers, through collaborative product review and price comparison services.
Connected Marketing is much more about the change in consumer behavior than it is about the technology available. This new generation conveniently leaves behind a huge data trail which is pure nectar for marketers. But at the same time, the end user is beginning to push back as privacy issues become more of a concern.
This panel of leading industry players in the online advertising sector will assess the current state of play and how the possibility of convergence may be closer than we think.
15th–19th August 2011