| 8:00-6:00pm |
Registration |
| 8:30-9:30am |
Morning Coffee |
| 9:30-9:45am |
Morning Briefing with Mike Grehan
- Speaker:
Mike Grehan, Global VP Content, SES, Search Engine Watch, ClickZ
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| 9:45-10:45am |
Attendees may choose to attend one of the five sessions offered during this time.
SEO
Enterprise-Level SEO
 Programmed by: Bill Hunt
This 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 just of you!
- Moderator:
Bill Hunt, SES Advisory Board; President, Back Azimuth Consulting
- Speaker:
Motoko Hunt, SEO Analyst APAC/JP, Adobe Systems
Nagini Indugula, Product Manager, CareerBuilder
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Sponsored Session
Microsoft adCenter - New Features Lab
This year the Microsoft adCenter team will be showcasing some of their latest technologies and features at SES New York. This is a great opportunity to hear directly from the adCenter team about their latest platform improvements and how to best utilize them as part of your search strategy in 2012. The session will cover new areas of innovation, best practices, and hidden features (plus you may also get a preview of their next release). Join us to hear directly from these technology experts that are building the next generation tools to help you simplify your search marketing efforts and drive better results. Don't forget to bring your notepad!
SO/LO/MO
Driving Mobile Traffic: SEO & PPC
In 2012, about 85% of mobile devices will be web-enabled. Google mobile query volume is up 400%, and 9 in 10 mobile searchers take action as a result of a smartphone search. Are you prepared? Jumpstart your mobile presence with these fundamentals for presenting content that's both SEO- and mobile-friendly. Not fully ready for a mobile site? Learn inexpensive and easy options to get started the right way. From desktop and mobile to tablets, smartphones and feature phones, we'll dive into key mobile differences for SEO and PPC and the strategies to drive and convert more mobile traffic.
Topics covered will include:
- Mobile SEO differences by device (tablet, smartphone, feature phone)
- Mobile web design for SEO (subdomains, different domains, CSS)
- Foursquare Explore - Geosocial SEO
- Mobile search ads for smartphones and tablets
- Mobile site abandonment / conversion saves
- Local Paid Inclusion (LPI) - Google Places
- Mobile landing page optimization
Accelerator
Duplicate Content & Multiple Site Issues
More and more site owners are concerned that they might be penalized accidentally or overtly because of duplicate content. If you run mirror sites, will search engines ban you? 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 the various options available to address duplicate content including:
- 301 redirect
- 302 redirect
- Canonical tag
- Author markup (schema.org)
- Rel next and rel prev tags
- Deletion of duplicate content
Search in Regulated Industries
Search Marketing & Social Media for Regulated Industries
 Programmed by: Chris Boggs
With the rise of social media and the ongoing importance of Search Marketing, regulated industries such as Healthcare/Pharmaceutical, Financial Services, and B2B, B2G have had to work "double time" to develop and launch campaigns, while staying within rigid guidelines and educating key stakeholders. Executives, directors, regulated organizations, agencies, and vendors will all benefit from this overview. Topics of discussion for this panel will include:
- Strategizing by using competitive and benchmark analysis
- Establishing goals
- Overseeing campaigns
- Moderator:
Sheri Fitzgerald, Senior Commercial Marketing Manager, DePuy Spine, a Johnson & Johnson Company
Dr. Augustine Fou, Founder, Marketing Science Consulting Group, Inc.
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| 10:00-3:00pm |
Expo Hall |
| 10:45-11:15am |
Morning Coffee Break in the Expo Hall |
| 11:15-12:15pm |
Attendees may choose to attend one of the five sessions offered during this time.
Sponsored Session
Details to follow.
Paid Search
PPC Beyond Search: New Ad Formats, Display & Social
For some time, paid search campaign managers have been told to treat search campaigns and "contextual" ads, often managed through the same platform, as distinct targeting methods. But with the explosion of ad types such as search retargeting and Yahoo's SmartAds, as well as new tactics for managing and bidding on placements, it's getting harder to justify keeping them in different buckets. This session aims to bring marketers up to speed on the state of the art. Also covered: what tools or skill sets are needed to manage and report on results from multiple search engines and even Facebook? How should marketers prioritize efforts?
- Speakers:
Loren Baker, VP of Business Development, BlueGlass Interactive, Inc.
Louis Cohen, Search & Affiliate Marketing, Citibank, NA Marketing
Richard Kosinski, SVP, Sales, Quantcast
Lisa Raehsler, Founder, SEM Strategy Consultant, Big Click Co.
SO/LO/MO
Local + Social: The Future of Promotion
Clearly, two of the hottest categories in online marketing are local search and social. Find out which data feed services work best for mass local listings online and on the mobile web, plus which social networking features have the most effect on local marketing. From Geolocation social media with FourSquare to local search marketing with Google Places, this session will offer tried and true strategies for maximizing visibility on the local search and social web.
Accelerator
Why Doesn't Anyone Care about the Creative Anymore?*
In this new world of exchange traded media, where impressions are cheap and context is forgotten, the execution of the creative messages has evolved from the central role ento just another data point to be optimized. The panel will debate the role that creative plays today, looking at both sides of the argument. Is campaign success dependent on a thousand versions of a banner, each optimized to the single pixel, or is the overall message still the key to success?
- Moderator:
Dax Hamman, Chief Revenue Officer, Chango
Search in Regulated Industries
Legal Considerations for Search & Social in Regulated Industries
Programmed by: Chris Boggs
Since FDA letters to pharmaceutical companies began arriving in 2009, and with constantly increasing scrutiny towards online marketing, many regulated industries have been forced to look for ways to modify their legal terms for marketing and partnering with agencies and other 3rd party vendors. This session will address the following:
- Legal rules for regulated industries such as Healthcare/Pharmaceutical, Financial Services, and B2B, B2G
- Interpretations and discussion around how Internet Marketing laws are incorporated into campaign planning and execution
- Can a pharmaceutical company comfortably solicit inbound links in support of SEO?
- Should Financial Services companies be limited from using terms such as "best rates?
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| 12:15-1:15pm |
Meet the Experts: Round Table Forum
Join us at our ALL NEW "Meet the Experts Roundtable Forum" where you'll have a unique opportunity to learn, network and share information with your peers and leading industry specialists. With a choice of several roundtable discussions, each focusing on different key topics and featuring 2 experts, this session is not to be missed. Simply choose the roundtable most pertinent to you and join the discussion! You can also move freely between different roundtables to make sure you get the most out of this session. After the forum, take your conversation and new contacts with you straight into the expo hall for our networking luncheon where you can continue the discussion!
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| 1:15-2:30pm |
Networking Lunch |
| 2:30-3:30pm |
Attendees may choose to attend one of the five sessions offered during this time.
SEO
SEO & Website Migrations: How to Have a Smooth Transition
This presentation will address the most common mistakes made during website redesigns/migrations and provide solid solutions on how to avoid them. Examples will range from merging domains, changing URLs and CMS requirements to how to properly review requirements documentation and wireframes. Jessica Bowman will walk the audience through sample SEO requirements and instruct on how to properly communicate them and will also demonstrate how to develop code checklists and QA testing test scripts.
Paid Search
Landing Page Optimization
 Programmed by: Bryan Eisenberg
Getting someone to come to your website is only half the battle. Once visitors arrive, the landing pages are a crucial component in moving them to act. If your conversion rate is too low, you are literally turning away business. This session will give you a crash course in how to tune and tweak your key web pages to get the conversion.
- Moderator:
Bryan Eisenberg, SES Advisory Board; NYTimes Bestselling Author, bryaneisenberg.com
SO/LO/MO
Social Marketing Automation
Social media represents the greatest opportunity for the agile marketer to engage and influence the audience in the current climate. But how do you stay on the right side of the rules and get the maximum return from your investment? This session will present information on best practice and will introduce some of the more edgy tactics employed by people. It will also focus on the tactics that work and the tools used by those exploiting all aspects of social media for maximum results.
- Moderator:
Matt McGowan, Managing Director, Americas, Incisive Media
Accelerator
Offline to Online: Coordinating Agencies, Aligning Campaigns
In this session a digital marketer will co-present with a traditional agency partner in explaining the best practices of how a traditional and digital media agency can partner to the ultimate benefit of the client. This presentation will showcase the sensitivities that each side must address when "reaching across the aisle" and will help with avoiding the politicking and counter-positioning that often mars a broad cross channel engagement. Using real client data the speakers will also show how a truly holistic approach to advertising yields exponential benefits to both the agencies involved and the clients' bottom line. By the end of the session you will be able to:
- Understand the best practices that make up a traditional/digital partnership.
- Identify the shared learnings and aggregate success metrics to tell that the partnership is working.
- Learn how to avoid budget jockeying and political shenanigans.
- Determine what makes for a solid traditional/digital partner.
Search in Regulated Industries
Sponsored Session
Details to follow.
|
| 3:30-4:00pm |
Afternoon Break |
| 4:00-5:00pm |
Attendees may choose to attend one of the five sessions offered during this time.
SEO
SEO is Dead. Long Live SEO!
SEO is dead... No, it's not... Yes, it is! This has 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.
Paid Search
Ads in a Quality Score World
More and more, ranking well in paid search listings is less and less about how much you pay and more about the "quality" of your ad campaign. But what goes into making up your quality score? In this panel, we'll take a closer look at quality factors and give tips on increasing the perceived relevancy of your campaigns.
SO/LO/MO
Next Gen YouTube Marketing
The Internet's second most popular search engine can be a tough Tube to crack, but not with this advanced team of video SEOs and marketers. Do you really have to blend an iPhone or sit on a horse backwards pitching shower gel to have a successful video marketing campaign? This session will answer these questions and more by sharing successful video marketing case studies, specific advanced optimization tactics, and YouTube networking advice that can help boost your next video marketing projects to the next level.
Accelerator
Anatomy of the Perfect Landing Page: Design Elements Exposed*
Landing pages have become an important part of the marketer's toolbox. To create effective landing pages, you should understand the anatomy of a landing page and make it a part of your landing page and optimization framework. Bryan Eisenberg, who has optimized thousands of landing pages over the years, will reveal a simple framework for understanding the ten key elements of a landing page and where and how you can use landing pages effectively and efficiently. You'll also learn his three-step formula for making each of your key landing page elements perform the way it should.
- Solo presentation by:
Bryan Eisenberg, SES Advisory Board; NYTimes Bestselling Author, bryaneisenberg.com
Search in Regulated Industries
Search & Social Media Tactics for Regulated Industries
Programmed by: Chris Boggs
What specific things can marketers do to improve online campaign performance in regulated industries such as Healthcare/Pharmaceutical, Financial Services, and B2B, B2G?
In this closing session of this track we will delve into the tactics that are working for SEO, Paid Search (PPC), and Social Media. Leading search marketers will share cutting edge creative and promotional ideas that are working in 2012, and plenty of time will be left for audience QA, so that attendees can pose their own specific problems for our panelists to help solve.
- Speaker:
Chris Boggs, SES Advisory Board; Director, SEO, Rosetta
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| 5:00-6:00pm |
Black Hat, White Hat: Unconferenced
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 can get better results if we go under the wire? Of course, this would mean that only some of us were playing by the perceived rules. White-hat practitioners may find a black hat standing on their head and pushing them down the charts. With search and social strongly tied together, there are 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!
Location: Bridges Bar, Hilton Hotel
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