SES Atlanta

Brought to you by
Search Engine Watch

Hilton DoubleTree Buckhead Atlanta
3342 Peachtree Road, NE, Atlanta, GA 30326


Grid View

Wednesday, July 9, 2014

8:00-9:00 Registration and Morning Coffee
8:55-9:00 Opening and Welcome
  • Speaker:
    Danny Goodwin, Associate Editor, Search Engine Watch
9:00-9:45 Keynote Presentation:

Mobile to Mobilized

Join Duane Forrester from Bing as he discusses search today and tomorrow. From what works now and what to focus time and resources on, to what will occupy our time in 2, 5 and 10 years' time. From desktop, to mobile, to mobilized, search is evolving, and small businesses need to know how to stay on track as technology changes how consumers make decisions. Join us for this interactive session and bring your questions!

Duane Forrester Keynote Speaker:
Duane Forrester, Senior Product Manager - Webmaster Outreach, Bing

  Track 1: SEO Track 2: Paid Search
  • Track Chair:
    Danny Goodwin, Associate Editor, Search Engine Watch
  • Track Chair:
    Lisa Raehsler, Founder, Big Click Co.

SEO for the Skilled Mechanic

Many times SEO's are tasked with finding the needle in the hay stack or trying to find key problems that can singularly improve a sites performance. The right diagnostics steps and tools in the hands of a skilled mechanic can make all the difference in a search program. This session will also look at SEO considerations during redesign/re-platform and will provide you with a useful re-design checklist.

  • What causes common SEO issues and how to remedy them
  • Which tools work the best for diagnosing SEO issues quickly
  • A checklist for SEO considerations during redesign/re-platform

Topher Kohan, Senior Search Scientist, Rockfish
Eric Werner, SEO Manager, Home Depot

Creating, Managing and Optimizing Your Paid Media

This session aims to bring you up to speed on the state of the art of paid media, we will show you how to write the greatest ads, how they test more quickly and effectively, and how to truly optimize your PPC campaigns.

  • How to build an effective paid media campaign across paid search, display, programmatic and more
  • Analyzing spend vs ROI to ensure your money is being spent on the right channels
  • Learn how to create and optimize PPC ads that work: Next-Gen Ad Creative & Testing Techniques
  • Creating landing pages that work

Lisa Raehsler, Founder, Big Click Co.
Kevin Lee, Founder & CEO, Didit


Morning Break

Icebreaker Speed Networking session - This is a fun way to network and meet lots of new colleagues at the start of the day!


De-Mystifying Mobile Technical Architecture: A Case Study from Jackson Healthcare

As mobile internet usage continues to climb having a solid mobile experience for your website is vitally important. This session will dive into choosing the right approach, responsive or mobile site, and then explore the more technical and strategic aspects of responsive design which is Google's recommended approach. There are a lot of things to consider from using frameworks, architecture, indexing, and UX. We will explore all of these and also outline recommendations for performance improvements which is critical to successfully implementing responsive design.

This session will explore:

  • Mobile site versus responsive design: Uncovering some of the major benefits/disadvantages of each approach to mobile SEO
  • Outlining the differences between some of the major frameworks like Bootstrap & Foundation
  • Outlining some important performance enhancements & approaches to obtain Google's recommended page load times for SEO of under 2 seconds
  • On-Page SEO Considerations: What are some important SEO considerations for responsive design
    • Indexing
    • Crawlability
    • Content serving
    • Architecture
    • UX

Tim Cannon, VP, Product Management & Marketing, Jackson Healthcare

PPC Tools to Increase Performance and Productivity

Do you find yourself spending a majority of your day managing your PPC campaigns with no time for strategic and proactive planning? This session will provide you with insights into tools that can help you be more efficient and ensure your campaigns perform at a higher level. Learn about keyword and competitive research tools as well as tools for Adwords and Bing to optimize your paid search accounts to the fullest. At the end of the session, you will be provided with a daily, weekly and monthly checklist to follow to help you stay on top of your PPC game.

  • Effectively using PPC management tools such as Editor, scripts and filters
  • Utilizing automated bid management
  • How to use competitive research to your advantage
  • Incorporating Google Analytics into effective strategies

Diane Pease, Inbound Marketing Manager, Cisco


The Emergence of Web 3.0: Leveraging Structured Data in a New World of SEO & Search

You've heard all the terms - Hummingbird, Structured Data, Semantic Search, Big Data, Rich Snippets, Knowledge Graph and more. This session will examine the new foundation for SEO best practices as search moves to data-based results. Google has Hummingbird and Knowledge Graph; Bing has Snapshots. Find out how you can stay ahead and make the most out of semantic search using markup approaches such as We'll present a real world case study; showing how the integration of Structured Data helped NexTraq achieve page one rankings for an elusive, high demand keyword.

You will walk away from this session with the following:

  • How to implement with Google Webmaster Tools
  • How to communicate with your Developers to get them to hardcode your website
  • Determine the right Structured Data to get started with for your website
  • Proof that it works (a real world review with NexTraq)

Aaron Abbott, SEO and Analytics Manager, Prominent Placement
Wyn Partington, VP of Marketing, NexTraq

Paid Social: Getting the Biggest Bang for Your Buck

Michael will show you how to setup, manage, and optimize paid search campaigns utilizing multiple paid channels simultaneously. He'll provide examples from a currently running account that has active campaigns on Google AdWords and Display, Facebook and Twitter ads, and Bing ads. He'll show how tagging ads down to the keyword and ad level allows you to analyze and optimize performance and will demonstrate how to effectively track conversions across the multiple paid channels, ensuring you are seeing good ROI.

  • Learn how to properly setup and analyze conversions from multiple paid channels
  • Learn how to utilize UTM tracking and Bit.Ly to see ad-specific performance
  • Identify how to make changes to your site based on how visitors from specific ads interact with your site

Michael Stancil, Director of search, Buzzshift

Melissa will show you how a B2B advertiser drove qualified leads with Facebook, Twitter, and LinkedIn Ads. You'll learn setup and structure tips that will save time and money, along with optimization techniques to ensure ongoing success (delete this sentence). Session attendees will leave with a checklist chock-full of tips to help B2B and B2C advertisers alike get maximum performance from social PPC.

  • How to use paid social for lead generation
  • Potential traps and pitfalls to watch out for
  • A Social PPC Success checklist that'll help you set up your campaigns for success

Melissa Mackey, Search Supervisor, gyro

1:00-2:00 Networking Lunch
Lunch, network and share information with your peers and industry specialists

Content Marketing and Link Building Management: How to Avoid and Recover from Google Panda, Penguin and the Penalties

This session will cover Panda and Penguin in detail, including how each algorithm has evolved over time. Specific examples will be presented, including case studies of companies that have dealt with algorithm updates like Panda and Penguin.

We've also heard the phrase "content is king" ad nauseam. What does it actually mean? In this session, you'll learn how to create buyer personas, map them to your marketing funnel and create compelling personalized content to give your buyers what they want when they want it. Finally, you'll learn how to redo your reporting to better prove the ROI of content.

  • Understand the signature of each major algorithm update (i.e. the factors that Panda, Penguin, and other updates target).
  • Learn how to avoid getting hit by major algorithm updates.
  • And if you have been impacted, understand what needs to be completed in order to recover from Panda, Penguin, or manual actions.
  • Learn about the methods Google is using to address webspam in order to keep its search results as pure as possible.
  • Taking your content and turning it into links for your site.

Erin Everhart, SEO Manager, The Home Depot
Glenn Gabe, President, G-Squared Interactive

Follow. Reach. Convert: Innovative Retargeting/Remarketing

Still retargeting users based on the pages that they visit? In this session learn how you can retarget like a pro using the data you already have available. Learn more intelligent approaches to retargeting customers segments by leveraging behavioral, demographic, geographic and other data. A case study will also be presented explaining how to effectively test, measure and improve campaign performance by taking multi-channel metrics into account.

  • Learn strategies for leveraging 3rd party demographics and interest data from Google Analytics or other advertising platforms to create effective retargeting pools
  • Build a more intelligent segmentation strategy by leveraging tag management to build customer models in real time based on visitor behavior
  • Finally, implement these audiences against Paid Search campaigns as well as Display
  • Use qualitative and quantitive research to map the buyer journey to your retargeting efforts
  • Leverage your content to add value to your audience
  • Sync campaigns with CRM and Automation tools to exceed your goals

Omri Levin, Senior Media Manager, Search Discovery
Kimm Lincoln, VP of Digital Marketing, Nebo Agency
Ken Williams, Analytics Manager, Search Discovery


Analytics, SEO, and Traffic Projections

This session will discuss how SEO professionals can use internal analytics and third-party data to better predict SEO success and how they can measure project results post-launch.

In the session you will:

  • Find out how to use small-scale tests and analytics to project impact of SEO initiatives and how to apply the findings to SEO tactics or overall process changes
  • Find out how to use keyword research and competitive analysis to predict SEO success
  • See how to determine SEO traffic to new section/pages by focusing on pages or subdirectories instead of keywords or term groupings
  • Learn Excel tips and tricks to aggregate content and traffic in a meaningful way including how to leverage excel lookups to compare pages affected by SEO tactics vs. those not
  • Find out how to better isolate SEO changes to existing content and use year-over-year or growth-rate comparisons to measure impact

Tom Roseberry, Associate Director, SEO, WebMD Health Network

Multi-touch interaction and attribution modelling for Paid Search

Discover best practices for maximizing the value of paid search by managing your bidding rules, budgets, and measurement for the constantly connected world. Analyse the relationships between your paid search cross device, by looking at multi-channel and search funnels.

  • Find out how to use the Search Funnel reports to analyse the conversion paths and sequence of interactions that led to the last click conversion. Learn how to discover outliers and read the insight they give you.
  • Understand which channels and keywords your users interact with through the buying funnel. What set of keywords initiate a sale cycle and what set of keywords help close a sale and what happens in-between?
  • Hear about attribution modelling for paid search, linear versus time decay versus position based. How to analyse your set of keywords, looking at the entire sale cycle to determine the value of each interaction.
  • Gain insight into Assisted Conversions, Time lag, Path length, top conversion paths and full path to conversion.

Michelle D'Andrea, Senior Marketing Manager, Benchmark Brands

3:45-4:15 Afternoon Presentation:

Paid/Organic Social Psychographic Content Distribution! Conversion, Social Signals & Community Building

As sure as SEO practitioners MUST buy search PPC, social marketers must buy paid-organic content amplification ads. Next year, everyone in the world will be using these techniques. This reality has come true, punctuated by Facebook's bold announcement that organic distribution has waned, and marketers need to buy social ads. Other channels such as Twitter and LinkedIn are already following suit.

Attendees will learn:

  • Organic, semi-organic and paid-organic social amplification to FB, Twitter, LinkedIn & Google+ page posts for marketing benefits
  • How to use editorial calendars for programmatic content amplification for traffic, sales, content and SEO KPIs
  • How to use FB as the analogy for successful marketing in other social channels
  • Radical new targeting hacks

Marty Weintraub, Founder & Evangelist, aimClear

4:15-4:45 Afternoon Break

Champagne Roundtables - Meet the Experts

The roundtables provide an opportunity to learn, network, and share information with peers and leading industry specialists. Choose the roundtable most pertinent to you and join the conversation! You may move freely between roundtables to make sure you get the most out of this session. Continue the discussion afterward at the Networking Cocktail Reception. Topics include:

  • Making the Most of Paid Social
    Michael Stancil, Director of search, Buzzshift
  • Paid Search Tactics
  • SEO Tools & Technology
    Allison Fabella, Director, Global SEO, CareerBuilder
  • YouTube/ Video SEO
    Brian Ussery, SEO Consultant, BEUssery LLC
  • Analytics and Segmentation
    Omri Levin, Senior Media Manager, Search Discovery
    Ken Williams, Analytics Manager, Search Discovery
  • Web Analytics Tools & Metrics
    Tom Roseberry, Associate Director, SEO, WebMD Health Network
  • Location Based Marketing
    Jonathan Nelson, Director of Integrated Marketing Systems, Kauffman Tires
  • Penguin & Panda
    Glenn Gabe, President, G-Squared Interactive
5:45-6:30 Networking Cocktail Reception

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Please Note: Incisive Interactive Marketing LLC reserves the right to make any necessary changes to this agenda. Every effort will be made to keep presentations and speakers as represented. However, unforeseen circumstances may result in the substitution of a presentation topic or speaker. Incisive Interactive Marketing LLC reserves the right to use photographs of any attendee for future promotions. Incisive Interactive Marketing LLC assumes no liability for the acts of their suppliers nor for the safety of any participant while in transit to or from this event. The total liability during the precise hours of the meeting will be limited to a refund of the delegate fee. Audio, Video Taping and/or Photography is prohibited without the prior permission of the organizers. Incisive Interactive Marketing LLC is not responsible for loss or damage to personal property.

Who should attend?
Marketing Team:
Marketing Manager/Director
Creative Director
E-Commerce Manager
Brand Manager
Director, Business Analytics
Media Buyer
Media Planner
SEO Specialist/Consultant
PPC Analyst
Junior Account Manager
Chief Marketing Officer (CMO)
Chief Executive Officer/President
Chief Technology Officer (CTO)
Managing Director (MD)
Senior Vice President (SVP)
Vice President (VP)
Executive Director, IT
Web Developer
Web Designer
IT Project Manager


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