Stefan Hull – Search marketing – from Panda to Black Swan

Search marketing is changing and the way we do things has to change too.
Tactics that routinely used to deliver success are increasingly devalued and now, more than ever, we need to earn our place among successful marketers of every shape, size and channel.
If we are able to take responsibility for our actions we have an unprecedented opportunity to lead digital strategy now and in the future.
If we don't...

Maximizing your SEO agencies is the key to a high ROI, little preparation will eat into your ROI long term.
I will be exploring the steps Hotels.com go through in preparation to work with a new SEO agency.

PR SEO make love not war.
Lexi will be sharing some fundamental tips and tricks on how you can get BIG links from BIG media sites. She will review pros, cons the best practises for using news wires to build links.
Concluding with practical advice on how to overcome the challenges of implementing PR for SEO benefit and how to work with PR's to get them link building with you.

Content may be king, but it's also common currency online.
Taking a content-centred view of the world is a practical way of making sense of the many reasons we publish online, and helps us to work out the purpose, the pain and the politics of who's really involved in making it happen.
We've found that SEO, when partnered with content strategy, can get deeper into organisations while still achieving results - we just need to work a little differently with one another.

Searchbots endlessly crawl our websites, but how much do we know about what they actually do? Do they find all our content? Can their time be spent more effectively? How can we actually see and make sense of what they do?
Answers to (most of) these questions and more to be discussed .....

Googles rich snippets and creation of schema.org have brought semantic mark up into sharp focus for the SEO industry. The semantic mark up technologies like Microformats, RDFa and Microdata can seem complex and the implementation choices unclear. Glenn will explain the different technologies how to chose one and demonstrate how to mark up HTML so it is picked up by the search engines. Finally, he will take look at the future of how Google could mine social networks data to aid search recommendation within results.

The development of Social Media monitoring tools, web scrapping and APIs has lead to a wealth of information being available for research purposes.
Traditionally companies will pay Market Research companies tens of thousands of pounds to conduct a market research campaign to gather information now available online, which can be collected in a fraction of the time and at a fraction of the cost.
Killer Market Research for Peanuts looks at how No Pork Pies uses their tools to collect, analyse and understand online data to deliver in-depth analysis and insights into client's customers, competitors and industry trends.

It can be very daunting when launching or re-launching a brand or product online and this is something that I can speak from experience on. Prior the launch of Koozai back in May 2011, a lot of hard work and effort went into getting it right first time and I want to share some of our top tips, things to avoid and a list of resources and tools to help you achieve the desired result.

What does SEO mean when the web itself is a universal exchange of data, information and knowledge? When the web understands the meaning of the content and participation? When the 'things' on the Internet far outnumber the humans?