Search Marketing Expo Toronto

SEO Must Know Fundamentals [SEO-Fundamentals]

[SEO-Fundamentals-1] Search Friendly Design, Development and Architecture:

“I’m not designing my site for search engines” is a common designer objection to SEO suggestions. But when search engines collectively have more users than either Internet Explorer or Firefox, you can’t afford to ignore how they interact with your site.

Search engines are like the third major browser, and if your site breaks for them, it breaks for all those potential visitors. Learn more about creating search engine friendly sites that can be attractive to both search engines and human visitors at the same time.

CIVIC BALLROOM NORTH

Search and Social for 2011 [Social]

[Social-1] Google Instant: Impact 7 Months Later

When Google Instant rolled out seven months ago, delivering actual search results and ads as you type, the concept of personalized search took on new meaning and more emphasis was put on localized results. Some suggest that searcher behaviour is more engaged, iterative and sophisticated. If so, has change in searcher behaviour impacted SEO and SEM results? This session takes an in-depth look at Google Instant’s impact on search results, using hard data to detail the effects on clickthrough rates and other key metrics, with focus on what marketers need to know to maximize performance.

CIVIC BALLROOM SOUTH

SEO Must Know Fundamentals [SEO-Fundamentals]

[SEO-Fundamentals-2] Keyword Research, Content Gaps and Copy Writing:
The first step to success with any marketing campaign is to know your message. With search marketing, that means knowing the search terms that are being used by your target audience through each phase of their decision making process. And though it sounds obvious, it helps to actually use those words in your web pages and avoid lost visibility due to content gaps! This session covers the importance of textual content to search engines and how you can create HTML title tags and body copy that works to not only generate search traffic, but to impact the searchers decision-making process.

CIVIC BALLROOM NORTH

Search and Social for 2011 [Social]

[Social-2]How Ratings, Reviews, Blogging and Other Forms of User Generated Content Impact Search:
People are contributing to review sites and forums, they are giving their thumbs up and down, voting for what they like and dislike; writing blogs and publishing pictures and video of events and happenings wherever they go, while on the go. Recognizing this development, search engines are incorporating user generated content into search results. While the fundamentals of SEO remain the same, in 2011, achieving high search visibility will require much faster, more comprehensive SEO and Social Marketing strategies. In this session marketers show real life examples of Social Search strategies at work and the impact on organic search results.

CIVIC BALLROOM SOUTH

SEO Must Know Fundamentals [SEO-Fundamentals]

[SEO-Fundamentals-3] Link Building Essentials (and yes, it’s official, re-tweets are a form of link-building):
Ever since Google created PageRank more than a decade ago, every good search marketer’s motto has been “I link, therefore I am.” In fact, links are cited as four of the top five factors in the SEOMoz 2009 Search Engine Ranking Factors survey. They’re important! Though linking seems easy, it’s a far more subtle art than most realize, and there are right and wrong ways to conduct your linking campaign. In this session, we’ll look at new link-building opportunities through social media, how to reach out and get quality links from relevant and influential websites, how to craft anchor text to build authority, and how to avoid commonplace mistakes that will hurt your web credibility (and search engine rankings).

CIVIC BALLROOM NORTH

Search and Social for 2011 [Social]

[Social-3] The Social Search Dynamic: Social Signals & Search
Social Search is commonly defined as the inclusion of social content in the context of online search. It’s no longer theoretical. Both Google and Bing say that they factor social signals into their ranking algorithms for “regular” search results. Who you are socially, your authority, the authority of those who talk about you (or your company) all play a role. This session looks at how social signals are currently being used with search.

CIVIC BALLROOM SOUTH

SEO Must Know Fundamentals [SEO-Fundamentals]

[SEO-Fundamentals-4] SEO Live Site Reviews:

Join us for a lively, interactive session where the audience and our expert SEO Site Reviewers examine some attendee websites making recommendations on how to improve SEO effectiveness.

CIVIC BALLROOM NORTH

SMX Technology Labs

DAC Group Lab: The Power of Scale

Stop chasing search engines. Go to where they are headed: a better user experience. How’s that working, anyway? Half of all Google queries contain three or more words (meaning, specific searches), yet fully two-thirds of those yield no exact-match results – in other words, demand for relevant content is outstripping supply by nearly 30%!

What happens when you turn that equation on its head? By offering unique, non-duplicate QUALITY content all the way down the long tail; by creating a powerful, conversion-architected destination infrastructure for best-practice, channel-integrated marketing, is there a benefit? Yes. There is.

DAC Group and Amerispec of Canada, a ServiceMaster brand, had the challenge of generating qualified leads across a wide footprint in a way that was brand compliant and localized. This lab will show how to target, capture, direct, convert and monetize net-new qualified traffic – for the measurable benefit of the business:

• Maximum yield through higher conversion to action
• Greater share of ‘free’ traffic through SEO-ready content
• Increased authority & relevance via the network effect
• Scalability, economies, optimization & reporting

Are you ready?

There’s a target. DAC Group’s unique approach and proprietary technology platforms are the rocket fuel.

CIVIC BALLROOM SOUTH

SEO Advanced

[SEO-Advanced-4] Industrial Strength SEO for Big Sites:
Managing SEO for a large web site isn’t for the faint of heart. You’ve got major technical challenges, such as dealing with content management systems, optimizing for thousands or millions of keywords, multiple domains, often in multiple countries, constantly changing content… and those don’t even factor in the major “people challenges” of training and managing diverse teams, dealing with competing stakeholders, placating meddling executives… and the beat(ing) goes on. In this session, our panel of experts have all wrestled with SEO for huge websites and won, and share their unique insights and battle scars.

CIVIC BALLROOM NORTH

Search and Social for 2011 [Social]

[Social-4] Leveraging Video and YouTube:
YouTube is either the second or third largest search engine in the world with 24 hours of video uploaded every minute and people watching 2 billion videos a day. If you are not leveraging the numerous marketing opportunities available through YouTube, you may be overlooking a huge potential source of traffic and revenue, not to mention social influence. In this session you’ll learn about the multitude of paid and free opportunities available to marketers as well as insight into proven methods for leveraging YouTube, and more importantly, getting found on YouTube.

SEO Advanced

[SEO-Advanced-5] Your Toughest Technical SEO Questions Answered:
No power point here! This session is all about Q&A to solve the specific technical issues you’re having. Bring your toughest questions! Topics will likely include URL canonicalization (pagination, faceted navigation, breadcrumbs, parameters, analytics tracking, redirects, localized URLs…), aggregation and duplication, crawl inefficiency (when should you 404 vs. redirect? Is the canonical tag the same as a 301? How to use status codes effectively), globalization (serving regional content based on IP address, blocking certain regions from restricted content…). Our panelists will have real answers to these tricky issues and more.

CIVIC BALLROOM NORTH

Search and Social for 2011 [Social]

[Social-5] Multi-lingual Social and Search:
Organizations that want to communicate information and/or sell products and services in both French and English grapple with multi-lingual strategies. Canada has two official languages, positioning many Canadian search marketers as experts at rolling out successful global search and social media marketing programs. In this session you’ll learn proven multi-lingual search and social media strategies, pitfalls to avoid and practices to embrace.

CIVIC BALLROOM SOUTH