| 10:45-11:45am |
Attendees may choose to attend one of the five sessions offered during this time.
SEO
Metrics for SEO
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 The days when upper management was impressed by subtle changes in Page Rank have been replaced by questions of LTV and ROI.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 and will cover topics including:
- Google's new "Search Your World"
- Geotargeting
- Personalized results
- Which keywords bring traffic
- Newsletter sign-ups, social media follows and white paper downloads
Paid Search
Insider Tips for Ad Optimization
 Programmed by: Bryan Eisenberg
Can changing just a couple of words in an ad really account for a 115+% lift in clickthroughs, conversions and more? Want to know why your image on Facebook is turning people off from clicking on your ad? Are you hungry to learn what you need to do to consistently improve your online advertising performance? In this session you will learn:
- Insider tips for improving your ads
- The secrets to improve your advertising on Google, Facebook and other platforms
- Moderator:
Bryan Eisenberg, SES Advisory Board; NYTimes Bestselling Author, bryaneisenberg.com
SO/LO/MO
Advanced Mobile Marketing**
The SoLoMo (social/local/mobile) revolution presents exciting new technologies and trends for marketers. It also requires reevaluating the optimal user experience from fresh perspectives. What actions would a mobile user be most likely to make? When and where would they be most inclined to act? How will the user engage mobile - by web, by voice, or by app? Will the user be online or offline? What features on the user's phone could be used to enhance the experience?
Journey into the future as we review the latest mobile tools, technology and tactics for marketing. Get inspired from real-world case studies and Jetsons-style examples that demonstrate present-day opportunities, risks, costs, and implementation/learning curves. From HTML5 and mobile barcodes to augmented reality and location-based engagement, you'll learn how to confidently approach and integrate advanced mobile marketing tactics to drive and support your business goals.
Topics of discussion will include:
- Desktop vs. mobile web vs. mobile app
- Mobile apps (featuring special use of phone features)
- HTML5 (mobile web design specifics) & Hybrid Apps
- Search by Voice / Siri
- Search by App
- Geosocial Optimization
- Location-Based Engagement (LBE)
- Mobile video (HTML5)
- Mobile barcodes - QR codes and Microsoft Tag
- Augmented reality
- Visual search (i.e. Google Goggles)
- Mobile engagement with TV
Email Marketing
Email Can Drive Search, Social, and Mobile!
What happens when you connect search to email? What are five things social can do to help your email campaigns? How can you leverage mobile and mobility to improve email effectiveness? Email is a powerful way to enhance the digital reach of your organization. Join four industry experts as they share their personal experiences and best practices to help you drive success through email marketing!
Filthy Linking Rich
Link Building Essentials
Link building is a core component of SEO. You still need links in order to rank well and drive targeted traffic. This session will cover how links currently influence the algorithms and will show you how to build links through social media and content generation. We will also address:
- free and paid linking tools
- issues that may affect how your pages rank
- foundational, media and universal link building tactics
|
| 1:00-2:00pm |
Attendees may choose to attend one of the five sessions offered during this time.
Sponsored Session
Agency vs. In-House SEO: What's a Client to Do?*
It's an age-old question: should we hire an agency, or bring an expert on staff? While it varies by the company and situation, best practices do exist for all clients to find the holy grail of search success.
This panel discussion featuring experts from both sides will tackle the stereotypes plaguing the profession, which often break down communication on both sides. Does the agency really always know best or does the client bring more to the table? Does the best ROI come from having in-house search staff or are elusive savings best found by agencies? What must the client know to get the most out of the agency's performance?
The discussion will also focus on new trends in agency relations and search staffing. How has recruiting changed? How have trends shifted in in-house expertise? What exposure to emerging trends and tools do in-house digital marketing employees get? Does agency statement or POV weigh more than that of an in-house digital marketer? Finally, the panel will debate the biggest question of all: when is it better for clients to use in-house talent or an external agency?
- Moderator:
Simon Heseltine, Director of SEO, AOL Inc.
- Speakers:
Mitchell Cross, Director of Search Marketing, Communication Media, Inc.
Ulrich Gilot, VP, Search Marketing (SEO), Citi, NA Marketing
Jennifer Rouillard, Managing Director, Epic Search Partners
Paid Search
Analytics for Paid Search**
Advertisers have been paying billions of dollars for clicks in search engine advertising platforms for years. With an array of new targeting options (display ads, new ad formats, remarketing, Facebook, etc.), it's an important time to prioritize how you analyze PPC campaign data and act on it. In PPC, the job of an analyst is not to come up with obscure statistical nuggets, or to nitpick on small points. Rather, the analyst should be nimble, tightly aligned with business results, and capable of moving smoothly between fine details and core business drivers. Which metrics are worth your time? What new tools and reports are useful? Which will waste your time? Is it time to step up your use of campaign automation? How can you build a better dashboard to help synthesize multiple campaign efforts? And if there is an Occam in the audience, will he please identify himself and come forth with his Razor, so we can answer all of these questions in one hour or less?
SO/LO/MO
Winning! Measuring Social Media Success*
So you're tweeting daily, updating your Facebook status and blogging on your website. Maybe because you feel you need to, or maybe because everyone else is doing it. But what value do these efforts bring you and how do you measure the return you get? What's the value of a fan or follower, and how do you know if you should continue what you're doing or switch up your strategy?
Come to this session prepared to learn meaningful social media metrics, ways to measure your efforts and tactics to refine your strategy.
- Moderator:
Thom Craver, Web and Database Specialist, Saunders College (RIT)
Email Marketing
How to Drive 51%+ Engagement Through Email Marketing
You can drive engagement through relevant messaging. Businesses can strive to create connections with those that they serve if they follow some key principles to improve their email-marketing program. Businesses have driven improvement by focusing on timing, tone, format, preferences, and follow through. Join us for a case study-based session where you will be taken through specific tactics used by a retailer, a cataloger, and a financial institution to drive a significantly higher level of engagement.
- Solo Presentation by
Sundeep Kapur, Digital Evangelist, NCR Corp.
Filthy Linking Rich
Enterprise Link Building*
Did you ever think that developing and executing a link building strategy for a large enterprise site is too daunting a task to even begin? Well if you break it up into your internal and external strategies, you can chunk it into bite-sized pieces. Externally, you'd be surprised by what a rich landscape of existing links you already have - all you need to do is determine what your priorities are, what links you already have and try to fill in the key gaps. But you will need to accomplish this in a way that won't get you into trouble with the engines and that takes advantage of social linking to get your visitors to do some of the heavy lifting for you. Internally, you probably have many links that are just not right, so you may need to spend a bit more time fixing that situation. This session will guide you along the process and will provide simple steps to get back on the right path to get the most out of what links can contribute to your site performance and the tools you can use to get there.
|
| 2:15-3:15pm |
Attendees may choose to attend one of the five sessions offered during this time.
Spotlight Session
Content Marketing Optimization
 The core of any search or social media marketing program is content. Digital assets, rich media, web pages, MS Office and PDF docs, and content created and shared by consumers all offer opportunities for optimization. If it can be searched, it can be optimized!
Online marketing is increasingly competitive, and brand marketers worldwide are seeking real advantages that will improve the efficiency and impact of their social media and SEO efforts. This session will provide unique insight into content-based optimization strategies and processes as well as tactics for sourcing, creating, and promoting optimized content on the social web.
- Solo presentation by:
Lee Odden, SES Advisory Board; CEO, TopRank Online Marketing
Spotlight Session
Is Retargeting/Remarketing Right for You?
 Research shows that as many as 90% of the people who visit a website leave without completing any action that online marketers intend them to take, such as making a purchase. A devastating statistic like this should propel marketers to find more effective techniques for communicating with their customers online.
Remarketing, also known as retargeting, is a technology that allows marketers to show their ads to former site visitors while visitors surf elsewhere on the web. It sounds very simple; however, a lack of awareness around the technology has ruffled some feathers in the industry.
In this session, industry experts will share their experiences with remarketing and the impact it has had on advertisers' overall ROI. The panelists will also address the lack of awareness and the issues that have arisen as a result.
- Speakers:
Antony Chen, Sr. Product Manager, Optimization Solutions, Yahoo!
James Colborn, Director, Targeting & Exchange, Microsoft Advertising
Marc Poirier, Co-Founder and VP Marketing, Acquisio
Spotlight Session
Mining Deep Social Media Strategy From Search History
 Wondering how to explode your social media strategy? Look no further than years of your company's search marketing experience for fabulous clues. Search and social are inexorably related, crucial to each other and each can yield invaluable insight as to how to proceed. Attendees will:
- Learn techniques for mapping search to social demographic research
- Explore techniques to mash organic and paid social media tactics to leverage the data
- Learn killer social media targeting, augmented by search
- Discover how to identify socially plugged-in authority users along classic lines of search conversion semantics history.
Spotlight Session
Advanced Keyword Modeling**
 Google Instant's and Bing's intent-based results are creating a need for a new generation of keyword research, expansion, and modeling techniques. This session will offer ways to integrate data from search, social, and traditional media to identify new opportunities and revenue streams.
- Solo presentation by:
Bill Hunt, SES Advisory Board; President, Back Azimuth Consulting
Spotlight Session
Lords of the Links*
 They are the wizards, the sorcerers, the lords of the links. These are the magicians who make link magic happen. As Mike Grehan said in his often quoted and timeless 2004 article entitled Filthy Linking Rich, "The richer you are with links pointing back to your site, the richer you are likely to become in search marketing terms." Don't miss this lively panel during which you will hear how these linking masters have made linking history and how you too can become a lord of the links. Find out how "the rich get richer!" Please note: This panel will be discussion format.
|
| 3:15-3:45pm |
Wrap-up Session
At the end of every SES Conference & Expo, we like to provide an opportunity for the audience to give us feedback. Good, bad, indifferent—we listen to it all. So if you have ideas for ways that we can improve the experience, we really want to hear them. Mike Grehan, global VP of content for SES, Search Engine Watch, and ClickZ, will lead a small panel of SES advisory board members to answer any questions you have on any aspect of the show—and, more importantly, to listen and take notes.
|
