Search Marketing Expo Sydney

Where are the search engines going? Where are they putting their emphasis? What’s up with personalized, mobile, vertical and blended search? Will the Ya-Bing partnership offer a true alternative to Google? And what about the intersection of social media and search? Chris Sherman, whose long established relationships with search engine companies gives him a good sense of what’s coming and how new features will affect our working lives offers insight to what to expect in 2010.

Keynote Speaker: Chris Sherman, Executive Editor – Searchengineland.com

Mike Motherwell, SEO Rainmaker – WMS Consulting

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.

Speaker: Chris Dimmock, Managing Director – Cogentis Search Marketing

One of the major keys to PPC success is understanding which search terms to target, select the wrong keywords and potential customers may never find you. This session covers the best ways to develop a keyword list from the Tail that attracts targeted buyers, discourages unqualified clicks and builds interest in what your trying to achieve.

Speaker: Leigh Hanney, Head of Marketing – Stateless Systems

Jasmine Batra – Director, Arrow Internet Marketing

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.

Speaker: Greg Boser, Founder – 3 Dog Media

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.

Speaker: Mona Elesseilly, Director of Marketing Strategy – Page Zero Media

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.

Speaker: Todd Freisen, VP Search – Position Technologies

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.

Speaker: Dennis Yu, CEO – Blitz Local

Cindy Krum, CEO – Rank Mobile

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.

Speaker: Danny Dover, SEO Expert – SEOmoz

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.

Speaker: Rod Jacka, Managing Director – Panalisys

Leigh Hanney, Head of Marketing – Stateless Systems

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.

Speaker: Greg Grothaus, Software Engineer – Google Search Quality Team

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.

Speaker: Andew Goodman, Principal – PageZero media

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.

Speaker: Brent D Payne – Search Marketing Director, Tribune Interactive

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.

Speaker: Frederick Valleay, Adwords Evangelist – Google Inc.

Afternoon Tea in the Expo Hall

Lucas Ng, Director Search and Analytics (Classifieds) – Fairfax Digital

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.

Speaker: Des O’Dell, Director – Bruce Clay Australia

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.

Speaker: Marty Weintrub, CEO – aimClear

Justin Graham, CEO – Jet Interactive

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.

Speaker:

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!

Speaker: Gillian Muesigg, President – SEOmoz

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.

Speaker: Greg Boser, Founder – 3 Dog Media

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.

Speaker: Grace Chu, Managing Director – FirstClick Search

• Chris Sherman, Executive Editor – Searchengineland.com
• Marty Weintrub, CEO – aimClear
• Greg Boser, Founder – 3 Dog Media
• Todd Freisen, VP Search – Position Technologies
• Gillian Muesigg, President – SEOmoz
• Frederick Valleay, Adwords Evangelist – Google Inc.

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.

FREE Sponsored Breakfast Presentation with Adlux – An introduction to Australia’s Newest Pay Per Click Search Network.

Danny Dover, SEO Consultant – SEOmoz.org

Developing a crawlable infrastructure (25min)

Speaker: Michael Motherwell, SEO Rainmaker – MMIT Consulting

Rich Applications (25min)

Considerations when developing rich internet applications, inclusing technologies such as Flash, Silverlight, and AJAX.

Speaker: Danny Dover, SEO Consultant – SEOmoz.org

URL rewriting, redirection & canonicalization (25min)

Speaker: Greg Boser, Founder – 3 Dog Media

Facebook is massive and a high percentage of its 400 million users are fanatically engaged. Failure to consider Facebook PPC might now be considered negligent–analogous to dismissing the importance SEO & PPC on Google for driving page views, branding and other KPIs. Using detailed data comparing Facebook PPC ROI to other paid channels, this session offers practical analysis & a format for presenting data to decision makers.

Speaker: Marty Weintrub, CEO – aimClear

Not advertising on Facebook? You’re missing out on potential traffic from the second largest website with more than 350 million unique users. Facebook’s self-serve image and text-based ads let you advertise your own web page or even your own Facebook page or event. They also offer a way to catch people in “pre-search” mode, when they’re almost ready to seek a solution. Other cool features? Social actions, targeting, real time reporting… you really should make time to ‘friend’ this program at SMX.

Speaker: Dennis Yu, CEO – Blitzlocal

Danny Dover, SEO Consultant – SEOmoz.org

CMS Considerations

In this session we look at issues that effect .NET Blog Engine, AxCMS, Wordpress, Movable Type, Drupal & Joomla.

Speaker: Brent D. Payne, Director, Search Engine Optimization – Tribune Interactive

LAMP & Microsoft Stacks

Including Apache, PHP, Ruby, Flash/Flex, mySQL. IIS, ASP.Net, Silverlight, Microsoft SQL Server.

Speaker: David Cropley, Web Developer – Amplify

Final Topic TBA

Speaker: Kevin Yank, Technical Director – Sitepoint.com

Are you are marketer who isn’t sure how to tell developers what you want in techie speak? Are you a developer who can’t figure out the technical requirements from marketers? Come to this session for the marketer-to-developer translation guide, as well as details on how to build SEO into the development process to make things easier for both marketers and developers.

Speaker: Todd Freisen – VP Search, Position Technologies – SEO Expert

Greg Boser, Founder – 3 Dog Media

Question: If 30% of web traffic comes from search, so why does Search (PPC & SEO) not get the budget allocations that reflect the potential? In this session we look at how you can build a case to put to the Marketing Gods to get more budget for Search.

Speaker: Lucas Ng, Director Search and Analytics (Classifieds) – Fairfax Digital

People use search engines on a daily basis more than any other Internet activity, except for email. “Searching” has replaced how we find services, information, people, places and entertainment and is not limited to the web. Mobile devices not only provide access to the web and email, they also connect us to our social networks and thousands of applications, giving way to more opportunities to search and fine.

As search moves beyond the desktop and cross-platform, integrating “search” into the marketing mix has never been more important. In this session you’ll learn how businesses are incorporating search marketing into brand building strategies.

Speaker: TBA1

Afternoon Tea in the Expo Hall

Brent D Payne – Search Marketing Director, Tribune Interactive

AdWords: Reliable. Trustworthy. Profitable. Old and stuffy. Now there’s a whole new generation: AdWords video ad, AdWords sitelinks, local AdWords, product AdWords, comparison ads and more. In this session, you’ll learn the pros and cons of each format, how to implement them properly, and how they compliment your existing AdWords campaigns.

Speaker: Frederick Valleay, Adwords Evangelist – Google Inc.

Every year, it seems someone predicts that THIS is the year for mobile search. But one strong predictor of a maturing marketing is when the ad options grow. And so they are in mobile search. This session looks at mobile paid search opportunities that exist and how search marketers may want to approach them.

Speaker: Cindy Krum, CEO – Rank Mobile

People are addicted to Twitter, Facebook and are contributing to review sites and forums because they can get up-to-the-minute information, ask questions of their social network and get instant answers. Recognizing this development, search engines are now incorporating results from these user-generated content sites including social networks. Is the game changing? Yes!

While the fundamentals of SEO remain the same, in 2010, achieving high search visibility will require a faster strategy. Search engines now show fresh, real-time content with personalized, blended search results. Instant! Personalized! Localized! Real-Time! Are they making people money? Let’s talk about SEO in this exciting new world.

Speaker: Greg Grothuas, Search Engineer – Google

Apple’s iPhone and Google’s Android unleashed a new wave of interest in mobile search, and changed the game for search marketers who were previously concerned with WAP, .mobi and other issues. This session explores opportunities and future directions in mobile search and how marketers can reach the rapidly exploding population of searchers accessing the internet on mobile devices.

Speaker: Cindy Krum, CEO – Rank Mobile

The Site Clinic

Team One – Greg Boser & Todd Friesen

Team Two – Mike Motherwell & Lucas Ng

Team Three – TBA & Greg Grothuas

Team Four – Gillian Muessig & Danny Dover