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“Siri? Can I trust you more than Google?” Despite voice search being available on Google for a long time, Apple’s Siri introduced the masses to the concept of voice search, and it’s becoming clear Apple intends to become a major player in search, despite the challenges of going up against Google and Microsoft. In this session, we’ll explore how to optimize for Siri, as well as if/when you should commit significant resources to the effort.
OK, so the campaigns you’ve been running have been successful. But take a look in the mirror – wouldn’t it be nice to whip them up into better shape? Take advantage of new ad formats and targeting options that make them more appealing and irresistibly clickable? Or enlarge that ROI a bit? This session explores how to take your existing campaigns to peak performance.
The first step to any successful marketing campaign is to know your message. With search marketing, that means knowing the search terms that are being used by your target audience. And though it sounds obvious, it helps to actually use those words in your web pages! This session covers the importance of textual content to search engines and how with some forethought, you can create HTML title tags and body copy that works to generate search traffic – and also pleases your human visitors.
Your boss or client may think top rankings are gold, but most knowledgeable SEOs will tell you those stats are so 20th-century that they’re virtually irrelevant. So how do you measure – and more importantly, prove – the value of your SEO activities, especially in the age of personalized, unique search results for everyone? Speakers in this session have promised to “open up their kimonos” and reveal the really useful, measurable techniques they use to demonstrate the value of their work.
Algorithms’ updates, mobile, and local are the top emerging trends shared in the most recent SEMPO State of Search Report. And while both agencies and companies similarly prioritized these same challenges, the survey indicated that there are differences in how they are adapting to these developments. Join this lively discussion with representatives from both agencies and advertisers/companies to find out what is working, what’s not, and best practices to keep you ahead of the curve in this ever changing landscape.
Good news – the EU unexpectedly backed away from its cookie and tracking legislation policy that severely limited online marketing. Bad news – US lawmakers are contemplating sweeping changes to intellectual property law that will stifle access and the flow of information we’ve long been accustomed to. What’s a marketer to do? This session is a marketer’s guide to new and proposed regulations. It provides tips on how to comply with (or cleverly avoid) regulations that limit relationships with your online customers and users.
The local search opportunity continues to expand, with the evolution of Google Places into Google + Local, Apple’s new maps feature, Bing’s continuing investment into local – not to mention the local verticals such as Yelp, TripAdvisor and the location-specific apps proliferating on mobile devices. This session explores where we’re going, how we’ll get there and where to find the opportunities in local search.
Ever since Google created PageRank, every good search marketer’s motto has been “I link, therefore I am.” They’re important! Though linking seems easy, it’s a far more subtle art than most realize, and there are right and wrong ways to conduct your linking campaign. In this session, we’ll look at how to reach out and get quality links, how to craft anchor text to build authority, and how to avoid commonplace mistakes that will hurt your web credibility (and search engine rankings).
Many search marketers have to manage both text and display ads, and how to do this best is an important concern. An key success factor with this juggling act is retargeting: understanding user intent via search, and then subsequently advertising to each individual with a combination of search, display or other online ads beyond search. This session looks at how the pros are making the most effective use of a rich combination of all types of marketing assets to extend their reach and boost conversions.
Google is getting increasingly stringent on its rules about what constitutes “acceptable” SEO. The good news: they’re offering a lot of detail about what is and isn’t acceptable. The bad news? It’s not always clear how to determine when you’re playing nice or stepping over a line, and Google starts making life miserable for you and your site. This session examines the technical metrics that you should focus on to assure your SEO efforts are in compliance with Google’s increasingly strict guidelines.
Most marketers recognize the increasing significance of mobile apps, but don’t understand how they work or how to optimize to be found on them. And that’s a lost opportunity, because mobile searchers are increasingly forgoing browser-based search for specialized apps. This session looks at some of the most popular search-oriented apps and provides solid advice for creating “appilicious” content that’s more likely to be found by those not using traditional desktop search.
According to search honcho Amit Singhal, Google is making up to 600 changes to its algorithm per year. Some major, some minor, but all potentially having an impact on whether your site and content is found when people are searching. How do you track these changes? How should you respond? Attend this session to get answers, and learn the best strategies for getting back in Google’s good graces should you get negatively hit.
by Jeff MacGurn
Many U.S. and North American based companies focus on optimizing websites for the three major search engines, Google, Bing and Yahoo, in English and sometimes Spanish and Asian languages as well. This can be challenging, but how do SEO experts in large global corporations manage their SEO in disparate languages across a myriad of search engines, including Google, Baidu and Yandex? This panel session will highlight some of today’s biggest brands’ opportunities and challenges for domestic SEO and global SEO. Attendees will hear from top brands that manage these challenges and continue to improve their rankings and win.
* The strategies and tactics that SEO practitioners use to get big brands ranked both domestically and globally
* The challenges that SEO practitioners face with localization, when dealing with multiple languages, dialects and “cultural” influences that differ in same language nations
* Learn the opportunities and challenges each search engine offers SEO practitioners in improving rank – from Google to Baidu to Yandex
In this session, we will explore new ways to analyze data from all available sources to improve your PPC campaign performance. We’ll tackle the challenges of both large and small data sets, managing through the fog of long-tail data, and making decisions from seemingly inconclusive data. Plus we’ll provide you with new types of KPIs, PPC analytics, attribution models, and trend line analyses that will help you identify new opportunities for optimization.
Paid search allows you to generate traffic from search engines by purchasing ads, usually on a cost-per-click (CPC) / pay-per-click (PPC) basis. This session covers the basics of how to purchase placement from the major search engines, including best practices for success with your ads.
eMarketer predicts that mobile ad spend will surpass $17 billion in 2012. Haven’t done mobile search ads yet? Stop missing out! This session looks at mobile paid search options and how you can make the most of this tsunami of opportunity.
by Jon Ball
The Penguin update forever changed SEO link building and has placed high quality, relevant links is at a premium. Building great links can mean the difference between success and failure at SEO. In this session, expert link builder and co-owner of Page One Power, Jon Ball will present a sustainable, realistic solution to your link building problems. In this session you will learn the basic premise of relevancy first link building and several effective, sustainable link building strategies that work in any niche. You’ll walk away with an enlightened understanding of not only how to build links but the underpinning philosophy behind relevancy first link building that just makes sense.
It’s not enough to be brilliant with your own paid search efforts. You also need to have an intimate understanding of your competitors – their keywords, landing page and quality score strategies, campaign management efforts – everything that they’re doing to enhance their visibility and jostle you out of your hard-won positions. It’s relatively easy to apply the time-tested techniques of competitive intelligence to give yourself an edge, and this session shows you how.
Like drugs, black hat tactics tempt those who want seemingly quick and easy paths to search marketing nirvana. But the highs they offer also never last, and can often lead to permanent disabilities. Nonetheless, all upstanding search marketers should understand that they’re facing competition from the “bad guys,” and this session explores the daring cunning of their tactics, how to respond, and most importantly provides solid reasons for never being tempted by the “dark side” that lures the black hat marketer.
by Shari Thurow
“I’m not designing my site for search engines,” is a common designer objection to SEO suggestions. The reality, however, is that search engines are the starting point for most internet users these days, and if your site is difficult for Google, Bing or other search engines to “read”, it’s never going to work for your human visitors, either. Attend this session and learn how to create search engine friendly sites that are equally appealing to human visitors.
2nd–4th October 2012