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Search Marketing Expo – SMX Munich

9.-10. April 2013, Hilton München Park Hotel

Attend SMX Munich for exceptional content and invaluable connections.

Participate in your choice of more than 15 sessions with English content on search engine optimization (SEO), paid search advertising (PPC), social media marketing, local and mobile search, analytics & conversions and more.

Whether you are a beginner or SEM expert, you work at (or with) an agency or manage search marketing in house, SMX Munich has programming to fit your needs.


Conference Agenda

Day 1 – April 9, 2013
9.00
10.00
EXPO+ Pass

Keynote-Interview:

“What’s new in Search?”

Moderator:
Alexander Holl, Geschäftsführer, 121WATT
Speaker:
Danny Sullivan, Editor-in-Chief, Search Engine Land
Jake Hubert, Business Product Manager, Google Inc.

Room: Ballroom

10.00
10.30
Coffee Break
10.30
11.30

Google Bought A Zoo: Surviving Penguins, Pandas & Other SEO Beasts*

According to search honcho Amit Singhal, Google is making up to 600 changes to its algorithm per year. Some major, some minor, but all potentially having an impact on whether your site and content is found when people are searching. How do you track these changes? How should you respond? Attend this session to get answers, and learn the best strategies for getting back in Google’s good graces should you get negatively hit.

Moderator:
Alexander Holl, Geschäftsführer, 121WATT
Speaker:
Marcus Tober, Geschäftsführer, Searchmetrics GmbH
Danny Sullivan, Editor-in-Chief, Search Engine Land

Room: Ballroom A/B

Focus: SEA

Level: Level: Intermediate

Strategic approaches for different AdWords goals

Every AdWords Account is different and every purpose deserves its own strategy. If you manage millions of keywords your approach should be different to those who manage a small number. Local campaigns are different to national or international campaigns. It matters if you target the BtoB or the BtoC market. For dating or pharmacy sites aspects such are display release are a lot more critical than for other sites, you need to understand how to fight for the the most wanted and most expensive keywords. Learn in this session which strategy works for which purpose and how to apply the knowledge most effectively.

Speaker:
Brad Geddes, Founder, Certified Knowledge

Room: Ballroom C

Focus: SEA

Level: Level: Intermediate

11.30
11.35
Session Change
11.35
12.30

Search Engine Friendly Web Design

I’m not designing my site for search engines,” is a common designer objection to SEO suggestions. The reality, however, is that search engines are the starting point for most internet users, and if your site is difficult for Google, Bing or other engines to “read”, it’s never going to work for your human visitors either. Attend this session and learn how to create search engine friendly sites that are equally appealing to human visitors.

Moderator:
Tim Cole, Journalist
Speaker:
Fili Wiese, Head of SEO and Development, Netlead GmbH & Co. KG

Room: Picasso/Dali

Focus: SEO

Level: Level: All

SEO Performance Metrics, that matter

So you are number 1 on the search results? It may look like that to you. Context and personalisation make it increasingly hard to determine whether you really rank high. The result is that measuring your success for search optimization will become even more challenging. In this session, successful SEOs show you what matters.

Moderator:
Alexander Holl, Geschäftsführer, 121WATT
Speaker:
Richard Baxter, Founder & Director, SEOgadget
Martin MacDonald, Director Inbound Marketing, Expedia EAN

Room: Ballroom A/B

Focus: SEO

Level: Level: Advanced

15.30
16.30

Authorrank – from author to authority: why Google+ is so important*

The focus on good content is growing and there is a new factor increasingly important for online marketers – Google Author Rank. The goal: to build authority to build confidence. Google CEO Larry Page has even said that Google+ is the “new DNA” for all Google applications. To ignore Google+ today is not a good strategy for any search marketer. But the structure of authority is a complex process – in this session we will show how you can use Google+ to be successful: learn all about identity, SEO, social, and content marketing and tactics for generating authority links.

Moderator:
Alexander Holl, Geschäftsführer, 121WATT
Speaker:
Marcus Tandler, Partner, Tandler.Doerje.Partner
Jake Hubert, Business Product Manager, Google Inc.

Room: Ballroom A/B

Focus: SEO

Level: Level: Intermediate

16.30
16.35
Session Change
16.35
17.30

Search based marketing – why rankings are not even half the job done*

If you want to optimize your exisiting sites, this session is not for you. Eugene and Jens will show you how to define your products based on demand. From a strategic as well as a tactical perspective – as every marketer is sitting on a gold mine of data and should be using this wealth for an holistic approach. Who ranks where, who are the opinion leaders, how is specific content described, who are the most important authors? This and more are the important questions you should answer in order to set your own beanchmarks, prepare yourself for competition, launch new products and reinvent your existing ones.

Moderator:
Alexander Holl, Geschäftsführer, 121WATT
Speaker:
Jens Fauldrath, Geschäftsführender Gesellschafter, takevalue Consulting GmbH
Eugene Mizin, European Principal, Mangrove Capital Partners

Room: Ballroom C

Focus: SEO

Level: Level: Advanced

The Voice of The Consumer – Social Media & Consumer Reviews*

Many companies are trying to learn more about their customer opinions regarding their brands, products and services. Consumer reviews are playing a major role as they are the most immediate and, many times the toughest, feedback. But what role do consumer reviews play in the sales process? What are the risks from changed search results and information gathering behaviour of consumers? How can consumer reviews be structured, collected and analyzed automatically? How can they be used for long-term success? Jan Warp will show you how he found answers to these questions, followed by David Mihm explaining how to generate better visibility in local search engine rankings using consumer reviews wisely.

Moderator:
Michael Praetorius, Geschäftsführer, NOEO
Speaker:
Jan Warp, Senior Social Media Consultant, BSH Bosch und Siemens Hausgeräte GmbH
David Mihm, Director of Local Search Strategy, SEOmoz

Room: Picasso/Dali

Focus: Social

Level: Intermediate

16.35
18.35

Webmasters on the Roof All-Star Panel

SMX Munich without Webmasters on the Roof All-Star Panel is an unthinkable thought! So sure enough they will air again: this year Marcus “Mediadonis” Tandler and his guests will once again air live from SMX Munich! We start with a recap and talk about the Google updates over the last 12 months. Panda, Penguin, etc., what has really changed and what will the future bring? What must SEOs adjust to over the next year? Other topics we will be announced shortly before SMX, as everyone knows, WOTR is a show that deals with both the latest hot topics and provides a high entertainment value at the same time.

Moderator:
Marcus Tandler, Partner, Tandler.Doerje.Partner
Speaker:
Wil Reynolds, SEO Consultant, SEER Interactive
Richard Baxter, Founder & Director, SEOgadget
Fili Wiese, Head of SEO and Development, Netlead GmbH & Co. KG

Room: Ballroom A/B

Focus: SEO

Level: Level: Advanced

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Day 2 – April 10, 2013
9.00
9.45

Local Ranking Factors

David will begin with a quick overview of the evolution of Local ranking factors at Google, before taking a deep dive into tactics that address each of these major criteria. On-page best practices, local linkbuilding techniques, citation discovery, and engaging customers for reviews will all be covered in this action-packed session. Whether you are a large national or multinational brand, or an agency serving small businesses, learn the techniques that will help take your Local rankings — and more importantly Local customer acquisitions — to the next level.

Moderator:
Patrick C. Price, Chairman , BlueGlass EMEA
Speaker:
David Mihm, Director of Local Search Strategy, SEOmoz

Room: Rumford

Focus: Local

Level: Level: Advanced

9.45
9.50
Session Change
9.50
10.50

The Mad Scientists Of Paid Search

Our mad scientists emerge from their PPC labs, where they’ve been assembling keywords words, bidding strategies and other assorted parts into monster PPC campaigns.

Moderator:
Alexander Holl, Geschäftsführer, 121WATT
Speaker:
Dr. Siddharth Shah, Director of Business Analytics, Adobe Systems
Brad Geddes, Founder, Certified Knowledge

Room: Ballroom A/B

Focus: SEA

Level: Level: Advanced

Content Strategies for highly competitive markets

Effective content marketing has many aspects, from content analysis to content channel management to SEO. In this session we will show how you can gain an competitive edge with your content, even in highly competitive markets

Moderator:
Michael Praetorius, Geschäftsführer, NOEO
Speaker:
Laura Lippay, CEO US, SEOgadget
Wil Reynolds, SEO Consultant, SEER Interactive

Room: Ballroom C

Focus: SEO

Level: Level: Intermediate

10.50
11.20
Coffee Break
11.20
12.10

Keynote:

2013 – the year search engines made us become real marketers??

For years, our industry was plagued with “tricks” and temporary wins, this session should cover how to use the smarts we gained over years to battle with traditional marketers for real budgets. The session will combine both strategies on where search engines are going, as well as tactics on how to sell this new style of SEO to your bosses, and how to do hands on SEO link building.

Moderator:
Alexander Holl, Geschäftsführer, 121WATT
Speaker:
Wil Reynolds, SEO Consultant, SEER Interactive

Room: Ballroom

12.10
13.30
11.20
Lunch Break
13.30
14.30

A Picture Is Worth A Thousand Links

People love images, love to share them, love to link to them, and if you create lovable images on Pinterest, Instagram and Flickr you’ll get a lot of traffic love in return. What makes a compelling image? What traditional elements (text, captions, user-reviews) do you need to support your image? Our panelists will focus on how you can create the most favorable images to attract customers to your site.

Moderator:
Tim Cole, Journalist
Speaker:
Mikkel deMib Svendsen, Creative Director, deMib.com
Kai Spriestersbach, Inhaber, SEARCH ONE

Room: Cezanne/van Gogh

Focus: SEO

Level: Level: Intermediate

Excel Magic for SEOs

The Excel Magician Richard Baxter, one of the absolute top speakers from last year is here again. This year you will learn how to categorize inbound links sensibly, how to generate and integrate link data from popular APIs such as SEOmoz and search volume from Adwords API. And of course he shows you how to use Excel to create the best competitive analysis, dashboards and social media analysis.

Moderator:
Alexander Holl, Geschäftsführer, 121WATT
Speaker:
Richard Baxter, Founder & Director, SEOgadget

Room: Ballroom A/B

Focus: SEO

Level: Level: Advanced

The mobile search universe

Mobile Site or Apps? Which aspects should you prioritize to attract traffic and conversions from your mobile search audience? Learn how to make the most out of your mobile presence, identifying the best strategy according to your online business requirements, technical restrictions and company goals.

Speaker:
Aleyda Solis, International SEO Consultant, Orainti

Room: Rumford

Focus: SEO

Level: Level: Intermediate

14.30
14.35
Session Change
14.35
15.30

Google Shopping – are you ready?*

Slowly but safely the changes as well as the new opportunities created by Google Shopping – formerly known as Google product search – become apparent. The implications are enormous for both buyers and sellers, because Google Shopping listings are prominently represented in the search results. Google is also experimenting with new advertising formats, including a “Buyers Guide”. If you want to be one of the advertisers that benefit from the new options right from the start, do not miss this session.

Moderator:
Tim Cole, Journalist
Speaker:
Dr. Siddharth Shah, Director of Business Analytics, Adobe Systems
Jens Tonnier, Head of SEO, ad agents GmbH

Room: Cezanne/van Gogh

Focus: All

Level: Level: Intermediate

Don’t be evil! The slippery slope of black hat CRO, Dark Patterns and Manipulative Interface Design

Let’s face it: if you trick users into converting, you’ll hit your targets with ease – at least in the short term. This talk will explore a range of different Dark Patterns in use on well known sites today, and will explain the nasty long-term side-effects they can have on your most cherished asset of all – your brand.

Moderator:
Alexander Holl, Geschäftsführer, 121WATT
Speaker:
Dr. Harry Brignull, User Experience Consultant, 90percentofeverything.com

Room: Ballroom A/B

Focus: All

Level: Level: Intermediate

Onpage & Onsite Clinic*

What’s working on your site and what isn’t? Get real insight and advice from Google directly. All registered attendees of SMX Munich can send us their URLs before the show. Google’s John Müller and Ex-Google Web- & Click Spam Hunter Fili Wiese will choose 4-5 sites, examine them live and provide feedback. This is your chance – learn from the best and get the most relevant feedback! Apply now email hidden; JavaScript is required (NB – only registered attendees may send suggestions).

Moderator:
Patrick C. Price, Chairman , BlueGlass EMEA
Speaker:
Johannes Müller, Webmaster Trends Analyst, Google
Fili Wiese, Head of SEO and Development, Netlead GmbH & Co. KG

Room: Rumford

Focus: SEO

Level: All

15.30
16.00
Coffee Break
16.00
16.45

Immediately Actionable Tactics To Explode YouTube Online Video Marketing

Sure we all know about viral videos, blending iPhones and beefy dudes in underpants hawking deodorant, but what about YouTube for the REST of us? In reality, a holistic program of steady, engaging, well-optimized content and methodical use of low cost YouTube ad units fan viral flames to blow out your hard-fought video creative and crank ROI all the way up the beanstalk. It’s true, you too can build true community, crush the cost per acquisition and be a YouTube marketing Ninja too! In this session, attendees will: Learn how to identify active users in their target audience; walk away with organic tactics proven to lift video off the ground; take a no-holds-barred dive into YouTube TrueView video ad; use online video to grow conversion rates and reduce cost per acquisition

Manny Rivas, Online Advertising Director, aimClear

Room: Cezanne/van Gogh

Focus: All

Level: Level: Intermediate

Extreme SEO: Social Media Manipulation and Content Farming in 2013

In this session two international SEO veterans will tell you their secrets: the art of subtle persuasion to achieve the results you want from social channels and how to mobilise writers at scale to produce real content that works, rather than machine content that will get “panda’d”.

Moderator:
Alexander Holl, Geschäftsführer, 121WATT
Speaker:
Martin MacDonald, Director Inbound Marketing, Expedia EAN
Mikkel deMib Svendsen, Creative Director, deMib.com

Room: Ballroom A/B

Focus: SEO

Level: Level: Advanced

16.45
16.50
Session Change
16.50
17.30

Schema 101: Why The New Meta Data Matters

Schema.org is a joint alliance between Google, Microsoft and others to provide a common foundation for microdata standards. In other words, provide trusted meta data that allow site owners to express important “facts” about their businesses that both inform searchers and build authority with search engines. This session looks at these microdata standards and how to use them to enhance the importance of your own online content.

Moderator:
Michael Praetorius, Geschäftsführer, NOEO
Speaker:
Timon Hartung, Managing Director DNTX, Team Internet AG.
Matthew Brown, Head of Special Projects, SEOmoz

Room: Ballroom C

Focus: SEO

Level: Level: Advanced

  • “SEO” sessions focus on using search engine optimization (SEO) to generate traffic from the “free,” “organic,” “natural” or “editorial” listings.
  • “SEA” sessions focus on generating traffic through paid search advertising, also called PPC (pay-per-click) or CPC (cost-per-click) advertising.
  • “Alle” sessions are about issues applicable generally to search engine marketing (SEM), an umbrella term that covers both SEO and PPC.
  • “ALL” sessions are suitable for those with any skill level in SEM. Beginners will understand what’s explained, but the sessions are also helpful to intermediate and advanced people.
  • “INTERMEDIATE” sessions are designed for those with working experience in search marketing. Don’t feel you’re intermediate level? If you’ve attended sessions in the SMX Boot Camp track, you’ll be better prepared for intermediate sessions.
  • “EXPERT” sessions are for experienced search marketing pros. These sessions assume a high level of knowledge and don’t stop to explain the basics.

Advanced AdWords Workshop with Brad Geddes

AdWords Advanced TrainingStarting on April 8 the Advanced AdWords Workshop with Brad Geddes, Founder of Certified Knowledge, a company dedicated to consulting, educating, and training marketers on Internet marketing theory and best practices. Not one to hold secrets, Brad is a prominent educator in the PPC industry.

Even with all of the new marketing channels that have opened up over the years, AdWords is still the core of many companies interactive campaigns. If your PPC campaigns are not running efficiently, it can have a drastic impact on your bottom line. Join Brad Geddes for a full day of AdWords education and discussion that will teach you not only the best practices, but also advanced concepts and strategies that are based upon a decade of research and testing.

What you will learn:

Best Practices: A quick walk through of best practices from keywords to ads to landing pages. This section will remind experts of the best practices as well as ensure beginners can follow along through the rest of the day.

Account Organization: A successful AdWords account needs to take into account many variables, such as: keywords, match types, devices, negative keywords, ads, user intent, and the buying funnel. In this session, you will learn how each of these items works, as well as learn strategies for organizing the data to maximize your chances for success.

Ad Copy Testing: Successful accounts are always testing ads. You will learn ad copy testing techniques as well as take away testing examples you can try immediately in your own account.

Demystifying Quality Score: Quality Score has a larger effect on your account’s visibility than any other setting inside of AdWords. Quality Score can be a challenge to increase. Receive step-by-step instructions in how to prioritize Quality Score improvement, and what actions to take to increase your Quality Scores.

Advanced Bidding Case Studies: Gain insights from other advertisers to see how they have moved beyond basic bidding techniques to increase their AdWords profits. No advanced bid system is necessary to employ any of these bidding tactics.

Increase your Reach Through the Google Display Network: Consumers spend about 5% of their time with the search network. The rest of their time is spent on content sites. Learn how to effectively reach users beyond search with sophisticated flexible reach targeting methods.

Landing Page Testing: The first impression to a potential customer is the landing page. With only a few seconds to engage the buyer this may be more important in your conversion funnel than anything else. You will learn about best practices for landing page design, as well as easy methods to test your landing pages.

Time Management: Everyone has too much work and not enough time. Learn PPC time management techniques so that you are spending your valuable time wisely while still increasing your account’s efficiency.

Open Q&A: You are free to ask questions about the content throughout the day; however, we will end the session with an open Q&A so you can suggest the topics and ask any question you desire.


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ISS – April 11, 2013

The International Search Summit – all sessions are held in English
The International Search Summit talks international search with international experts. It’s the only event focused on multinational search marketing issues and provides practical advice, solutions and techniques for improving global online performance.

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If you have questions please contact:
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T +49 8151 5566045

*this session is partly held in German and partly in English