Search Marketing Expo Sydney

Welcome

Keyword Research: Beyond The Ordinary

You’ve mastered the tools. You’ve built out your keyword portfolio, keeping the winners and deleting the losers. How do you take it to the next level? This session looks at innovative approaches to keyword research that help you find those really significant keywords your customers are searching for, uncover your competitors’ keywords, mine the long tail for those elusive but truly valuable obscure search terms, and expand your “virtual shelf space” in surprising and non-obvious ways.

Designing a Bullet Proof Link Building Campaign

So what’s the real scoop with link building in 2010? Can reciprocal links actually hurt your rankings? Do link building tools work, or is it still necessary to slog through time-consuming and tedious manual link building efforts? This session will go beyond the basic principals of Link Building.

Writing & Testing Ad Copy 3.0

After keywords, writing ad copy is one of the relevancy elements that Quality Score algorithms looks at, it is also the most effective way of targeting your audience, encouraging them to visit your site and getting them to sign up for your product or service. In this session we look at ad copywriting tips and demonstrates some new approaches and techniques.

Duplicate Content & Multiple Site Issues

More and more site owners are concerned that they might get penalised 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 looks at the issues and explores solutions.

Advanced PPC Campaign Settings to Maximise Profit

Learn when and how to use view-though conversions, sitelinks, Conversion Optimizer, dayparting, mobile pay-per-call, and other campaign settings. Look at how to measure the impact of brand bidding, offline media, and the “assist”. We’ll show examples from live campaigns, plus provide you with a take-home list of common mistakes.

Lunch in the Expo Hall

Diagnosing Technical SEO Issues

So, you’re not getting the traffic you expected. Your site isn’t being fully indexed? You just experienced a huge drop in rankings or traffic? Want to know how to fix it, and maybe go far beyond where you were? This session provides a step-by-step checklist to help developers or others diagnose site issues and ensure they’re following best technical practices in SEO.

Advanced Landing Page Strategies

You know landing pages are important. This session goes beyond the basic concept and gets into advanced techniques such as keyword-specific pages, audience segmentation and targeting, dynamically-generated landing pages and more.

Dealing With Domain Names, URLs & Parameters

Technical SEO Tactics – Subdomains or subdirectories? Are tracking parameters a problem for search engines? Do keywords in the URL make a difference? How about the “level” of a page? Is “deep” in a site bad? This session focuses on technical SEO questions, offering proven answers and tactics for dealing with these tricky issues… without harming your organic search engine rankings.

Improving Your Quality Score for Better ROI

Your Quality Score can make or break your campaigns. Do you understand what a Quality Score really represents on the different search engines, how it is calculated, and how to find out what yours looks like? This session will discuss why Quality Scores are so controversial and how you can balance the need to improve them with the needs of you or your customers.

Avoiding Search Engine Penalties

Cloaking, doorway pages, keyword stuffing, invisible text, tiny text, meta tag stuffing, page spoofing & domain spamming are all tactics that will get your pages/site penalised on the Search Engines, what other nazis are lurking out there? This session delves into what to do to avoid a search penalty.

Maximising Google Website Optimizer

You’ve spent a lot of time, money or both designing and building your website and you’re bringing in plenty of visitors, so why are they leaving without becoming paying customers? Sometimes the simplest things can hurt your ability to communicate with your clients or customers. This session will focus on two free tools available that can help to track your visitors and improve your conversion rates using Google Website Optimizer and Google Analytics.

Afternoon Tea in the Expo Hall

Universal & Blended Search Opportunities

When Google introduced Universal Search in 2007, it sent shockwaves through the search marketing community. The typical reaction: “How can my optimized content rank when local, news, video and images results are pushing it off the SERPs” The simple answer is to optimize multiple types of “web assets” in addition to the text on your web pages, and you’ll often get more exposure on search result pages. Though the answer is simple, the SEO techniques to achieve the desired result usually aren’t. This session looks at the state of Universal search today, and how to leverage different types of content to gain maximum advantage.

Use Transient PPC Campaigns To Support Branding Efforts

In this age of social media, positive and negative brand “events” can move at blinding speed. This session explores how to systematically leverage PPC & Social PPC as guerilla tools for SERPs-intervention in quickly moving public relations incidents.  Learn a system to be nimble and quick, using PPC as a realtime weapon. We’ll cite real-world transient PPC mashup scenarios as starting points for your own brainstorming.

Ranking Tactics For Local Search

Have you claimed your local business listing yet? Started a reviews section, where you regularly interact with customers regardless of whether they’ve given you kudos or slammed your product or service? How about getting citations from major business data aggregators such as the internet yellow pages, Acxiom and others? If not, and you want to be found in local search, you need to attend this session where these and other crucial ranking factors will help you get grounded in your own online neighborhood.

Checkout Process Optimisation

Gillian is knowledgeable, experienced, and blunt. She pulls no punches when she says, “I don’t even have to look at your checkout pages to know they’re broken. Unless 100% of the people who put something in a cart, buy, they’re broken.” Seriously, so much money is spent enticing viewers to your website. This session is about increasing the number of viewers who buy once they arrive. Gillian has literally traveled the world several times over, learning from the world’s leaders in landing page and checkout process optimization. She will reveal amazing insights gained from years of user tests that clearly define basic best practices so you can (re)design your checkout process for optimal success. Then, it’s on to never-ending testing to be sure your checkout process keeps up with the needs and desires of your customer base. If you make money online, don’t miss this session!

Search, Domaining & Direct Navigation

It’s easy to think that search marketing is primarily about SEO and PPC advertising. Remarkably, a huge amount of traffic comes from people typing website URLs directly into either the address or search box of a browser. This offers a huge opportunity for those who correctly anticipate this type of demand, capturing traffic that bypasses traditional web search referrals.

Solving the Attribution Puzzle! Who’s click wins the sales?

Did that lead come from search? Or was it from Email? Or did it come from a traditional branding campaign? Do you still give the “conversion credit” to the last ad clicked, if so how can it be possible to measure the all various influences that occur during the buying process. It’s critical to look beyond the last click, in fact, data from the various touch points in the sales cycle can be a real goldmine. Without tracking and analysing multiple touch points, you can’t get a TRUE ROI for your marketing dollars. This session will show you how to build an attribution model that truly determines your ROI and where your dollars should be spent.

Expo Hall Reception

Join us in the Expo Hall for refreshments and to network with the exhibitors, sponsors and your fellow SMX Sydney & eMetrics Sydney delegates.