Day Two 2010 – Detailed

Time Session Agenda Overview Day Two – Friday 23rd April, 2010
07:30 – 08:30 60 Adlux

FREE Sponsored Breakfast Presentation with Adlux – An introduction to Australia’s Newest Pay Per Click Search Network.
8:45 – 9:00 15 Welcome Back to Day Two – Agenda Overview
9:00 – 9:45 45 Keynote – The State Of The Search Union – We’ve just come through the most turbulent period in history for search marketers. Economic disruption, massive algorithm updates, the disappearance of a major player through consolidation with one of its former competitors… these events and others have reshaped the search landscape, creating both challenges and opportunities for search marketers. On this panel we’ve assembled some of the sharpest minds in search to discuss where things stand and where we’re going – you won’t want to miss the insights and recommendations from this group of super-savvy panelists.

Moderator: Chris Sherman, Executive Editor, Search Engine Land

Panelists:

Andew Goodman, Principal – PageZero media

Gillian Muesigg, President – SEOmoz

Alex Parsons, Director of Marketing and MSN Products – Ninemsn

Marty Weintrub, CEO – aimClear
9:45 – 10:15 30 Morning Tea in the Expo Hall
Ballroom A – Level 3
Ballroom B – Level 3
Developer Day – Search Friendly Web Development Social Media Track
10:15 – 10:40 25 Session Leader:

Danny Dover, SEO Consultant – SEOmoz.org

 Session Overview – Highlights the most important elements to consider for search engine optimization (SEO) when building a web application infrastructure and provides tactical details about how to implement those elements

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

Building and Maintaining a Social Media Strategy

In this session we will learn:

  • How to get the budget for social media from your CEO – from sourcing compelling statistics to reassuring case studies
  • Creating a social media audit: setting the benchmarks and metrics for success
  • Letting the data speak for itself: finding the insights to create effective strategy
  • Integrating search into your social media strategy to achieve maximum reach and ROI

Speaker: Cathie McGinn, Marketing and Communications Director – Reading Room

 Session Leader:
10:40 – 11:05 25 Why Facebook PPC Is Crucial For Branding & How To Sell Your Boss

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
11:05 – 11:30 25 Facebook Ad Tactics For Search Marketers

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
11:30- 11:45 15 Session Q&A Session Q&A
11:45 -12:45 60 Lunch in the Expo Hall
Developer Day – Platform Considerations In-House Track
12:45 – 1:05 25 Session Leader:

Danny Dover, SEO Consultant – SEOmoz.org

 Session Overview – Practical tips, tricks, and workarounds for search-friendly architecture.

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

 Marketer to Developer Translation

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

 Session Leader:

Greg Boser, Founder – 3 Dog Media
1:05 – 1:30 25 How to Win Search Budget from the Offline Budget!

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
1:30 – 1:55 25 Integrating “Search” into the Marketing Mix

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: TBA
1:55 – 2:10 15 Session Q&A Session Q&A
2:10 – 2:45 30

Afternoon Tea in the Expo Hall
Advanced Thinking SEM Track Mobile Search Track
2:45 – 3:15 25 Session Leader:

Brent D Payne – Search Marketing Director, Tribune Interactive

 Not Your Father’s AdWords: The New Google Ad Formats

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.

 Time To Think Seriously About Mobile Paid Search?

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

 Session Leader:
3:15 – 3:45 25 Real Time Search, User Generated Content and Social NetworksPeople 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

 What’s New In Mobile Search – 2010 Update

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
3:45 – 4:00 10 Session Q&A Session Q&A
4:00 – 4:05 5 Room Change Over
4:04 – 5:20 75

The Site Clinic

Team One – Greg Boser & Todd Friesen

Team Two – Mike Motherwell & Lucas Ng

Team Three – Cindy Krum & Greg Grothuas

Team Four – Gillian Muessig & Danny Dover