Program
Search Engine Marketing Fundamentals: The Need to Know
When starting a search campaign, there are some fundamental basics you must know before committing to a campaign. This session will take you through the differences between Search Engine Optimisation and Pay Per Click search advertising; and how each may be utilised for your company or business.
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Copywriting for Search Success
Want to be found for certain search phrases? The answer lies in using those words when writing content for your site. This sessions covers the importance of textual content to search engines and how with some forethought, you can create HTML title tags and body copy that works to generate search traffic, yet which also pleases your site visitors.
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Keyword Research for Killer PPC Ads
In order to write ads that are compelling enough to get clicks, you must know the search terms that are being used by your target audience. This session will cover tools & techniques for performing keyword research and will discuss how to use those keywords to write ads that will get the right audience to Click.
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Keep SEO in Mind: Search-Friendly Web Design
One of the biggest mistakes when redeveloping a website is to forget the search-engine friendliness aspect of its functionality. This session will focus on ensuring that web design techniques such as tables and frames are adjusted to minimise search engine ranking issues.
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Spread the Love: Link Building Techniques
Link building is a crucial aspect of search engine optimisation. This session will focus on techniques needed to entice websites to link to you, as well as where you might spread the "link love." It will also go into detail about how to gain valuable and authoritative online mentions.
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Facing the World: International Search Opportunities
Are you selling worldwide? If so, there may be certain things you aren't considering or places you might not be targeting that could better reach a global audience. You can run global search ad campaigns on the big three engines, but you may get better targeting and more success using powerful regional players, such as Baidu and Naver. This session will give you an overview of options to consider for effectively managing an international search advertising campaign. It will also include discussion on Interanational SEO.
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Successful PPC Management: Avoiding Common Mistakes
When done right, a company's pay-per-click campaign may be a company's most valuable marketing channel. But there are many ways to de-value your search campaign. This session will cover the proper management of a PPC campaign as well as covering pitfalls such as match types, content network ads, ego bidding, failure to track properly and more. Learning to avoid these mistakes will help you increase your ROI.
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Using Analytics: Your Secret Search Weapon
When implementing Analytics tracking and trying to decipher the data, many people overlook some key insights that could lead to search success beyond your expectations. This session will look at how you can translate analytics data into meaningful, actionable, recommendations for the improvement of SEO and PPC strategies, as well as the management of all other campaigns.
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Multivariate Testing: Landing Page Strategies that Work
In order to gain the full value from site improvements, it is important to come up with key strategies for multivariate testing that will guarantee you a better performing site. This session will look into what happens when you combine landing pages with multivariate testing tools - to see how changing various elements of the page dynamically can test better with people.
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Usability & SEO: User-Friendly Sites
Building search-friendly sites often comes if a site is built for the user. This session will take an in-depth look at how Usability strategies can be applied to building search engine optimised sites for a better visitor experience, as well as higher traffic numbers.
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Exploring the Issues: Duplicate Content & Multiple Sites
It is a common issue that comes up in industry topics: duplicate content & multiple sites. Well the concern behind the issue is often misunderstood and this session will look at the truth behind the issues in detail and determine solutions for mirror sites, similar content, syndication, and copied content.
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Managing Your SEO: Keys to Success
For those that are already incorporating search engine optimisation into their day to day client campaigns, are they working? This session will discuss how best to manage an SEO project, outlining 10 Mistakes and 10 keys to Success.
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Search & Display Integration: How it Works
Search is an ideal tool to pull traffic in, but combining it with targeted display advertising campaigns increases click-through-rates and brand awareness, providing the best of both pull and push mediums online. The session examines best practices, as well as some things to avoid. It will use comprehensive examples to show that this integration works.
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Search 3.0: Video, Local, & Blended Results
The Future of Search: It's not just about great text ads or catchy image ads, but it is about owning the results page. This session will discuss the future trends of search: blending video and image content in the main results and getting local for better targeted search campaigns.
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Take Back the Web: Brand & Reputation Management
With the continued growth of "user generated content," it is becoming more and more difficult to manage your brand image and reputation on the web. This session will discuss strategies for responding to negative opinions, incorrect and misleading information, and gain back control over your brand on the web.
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Go Online in the Recession: What's Next?
With the constant concern for the Economy and its effect on our businesses, understanding where Online fits in is key. This session will discuss strategies for using Search and Online marketing to achieve business objectives during the Recession. Speakers will use case studies from different sectors, focusing on how things have changed or how they can be changed to positively influence your overall business. This session will be a unique open discussion to our audience, so that everyone has a chance to share their thoughts on this ever-important topic.
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Social Media Marketing: Redefining the Customer
Just as fast as social media changes, so do the needs, wants, and habits of our target audiences; and it's becoming harder and harder to keep up with who we're really talking to. This session aims to decode the voice of the consumer; and you might take advantage of these new social media in order to ensure your messages aren't ignored.
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The Ad Industry and Online Marketing
Search and other online marketing techniques have become a significant part of the marketing mix for many advertisers. But what happens in an economic downturn? Will 2009 see an acceleration of the migration of media spend to online as advertisers seek greater accountability, measurability and return on investment? Senior ad industry figures give their views on what’s hot and what’s not in online in 2009.
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Highlights of 2008!
What they said about 2008!
2008 Keynote Speaker
Chris Sherman, Industry Expert
Guest Panelists
L-R Mel Carson, Peter Cobley, Chad Gilmore, Mike O'Shea
Highlights from 2007
Danny Sullivan, speaking at Search Marketing World 2007 gets excited about Search. Visit Search Marketing World on YouTube for more highlights from last year's event.