Track 2 – Keynote Talks & Expert Panels

Expert panel discussions, more keynote talks and comprehensive interactive Q&A sessions.
Day One – Thursday 18th April 2013


Time Panel Members Topic
08:00 – 09:00 Networking Breakfast
09:00 – 09:05 Conference Opens
09:05 – 09:50  Track 1 session
09:55 – 10:40 Speakers:

Tim Grice

Head of Search – Branded3

Sha Menz

Project Manager – Rmoov


Martin Woods

SEO Manager – Blueclaw 


Christoph C. Cemper

Owner of CEMPER.COM and Link Research Tools 


Panel – Link Removal and Google Penalties

Sometimes there is no other solution than to roll your sleeves up and clear up a messy link profile. Our panelists share their experiences and best practise.

10:40 – 11:05 Networking Coffee Break
11:10 – 11:.55 Moderator : Paul Reilly – Media Skunk Works

Speakers :Nick Gamer – Searchworks

Mike Litson – Blueclaw

Andrew Girdwood – LBi

Julia Logan –

Affiliates 101

12:00 – 12:45 Ignacio Lucea – Steelcast - Keynote Talk -  Case Studies in Using Content to Drive Conversions

90% of marketers believe content marketing is becoming more important, yet 46% cite a lack of understanding, trailed by another 39% that say their organization lacks the skills to succeed. Dave Snyder will walk you through a case study that simplifies the content life cycle, and how your organization can utilize content to drive traffic and sales.

12:45 – 13:45 Lunch
13:45 – 14:30 Speakers:

David Towers

Head of SEO / MEC

Andrew Girdwood

Media Innovations Director, LBI


Martin Macdonald 

Inbound Marketing Director, Expedia


Andrew Smith

Head of SEO at


David Harling

Head of SEO, Razorfish


Panel – Big Brand Search Marketing

So, you are clearly recognised as a ‘big brand’ by Google – what next? How can you use your position to dominate the SERPs and develop new commercial opportunities? What should you do to maintain and enhance your status?

14:35 – 15:20 Moderator:

Matt Roberts




Stephen Lock



Marcus Tandler

CEO & Partner, Tandler.Doerje.Partner

Simon Penson

Founder and MD, Zazzle Media


Ross Hudgens

Founder, Siege Media


Kelvin Newman

Strategy Director, SiteVisibility


Panel – What’s a Great Link?

In a Post-Penguin world the quality – not quantity – of backlinks has come into sharp focus. Should a strong link footprint only be measured by metrics such as domain/page authority and social signals? What does it take to build a great link? How should Anchor text be used? What role does content relevance and authorship play in the mix? Will citations become the next key ranking factor? The panel will be there to answer your ‘link building’ questions and will explain what they think defines a great link.

15:20 – 15:50 Networking Coffee Break
15:50 – 16:35 Moderator:

Rob Hughes



Roland Dunn

Partner at Refined Practice

Gerry White

Web Analytics – Search and Navigation, BBC


Paul Rogers

Head Of Search, GPMD


Panel – SEO for Ecommerce

What are the key tactics on and off site that are building visibility in the SERPS for ecommerce sites? What role can content and social activity play? What are the key technical considerations? And what are the common mistakes? The speaker panel comprised of in-house and agency digital experts will give their views and will answer your questions.

16:40 – 17:25 Speakers:

Sean Walsh

Head of Social Media, Blueclaw

Jeremy Waite

Head of Social Strategy, Adobe EMEA


Aresha Krishan

Senior Social Content Creative, Cheil Worldwide’s Centre of Excellence


Alex Craven

MD of Bloom and Whisper


Shain Shapiro

UK Community Coordinator, Hootsuite


Panel – Social Media Commerce

Putting the ‘Social’ in Social Commerce. It makes sense in principle, but how can social media drive sales? What are the campaigns and tactics that are working?

17:25 – 17:30 End of Day One

Day Two – Friday 19th April 2013

Time Topic Panel Members
08:00 – 09:00 Networking Breakfast
09:00 – 09:05 Conference Opens
09:05 – 09:50 Speakers:

Aleyda Solis

International SEO, SEER Interactive


Andrew Girdwood

Media Innovations Director, LBI


Chelsea Blacker

Head of UK Client Delivery, Blueglass 


Panel – Local SEO

Last year we had the Venice update so where is local now? What campaigns benefit from local listings? What are the best strategies for optimising local results?

09:55 – 10:40 Speakers:

Kelvin Newman

Stratregy Director, SiteVisibility


Ian Irving

Founder, Neo Mammalian Studios


Shelli Walsh

Director, ShellShock UK 


Claire Stokoe

Search Consultant, Mediaworks Online Marketing


Alex Postance




Panel - Infographics, Data and Inbound Content

Infographics are a bit like Marmite: you either love or hate them. But how can online marketers use data to develop resources and content that users love and also serve as great linkbait. The expert panel, made up of some of the best content marketers in the business, will discuss how they use data to develop truly awesome inbound content.

10:40 – 11:05 Networking Coffee Break
11:10 – 11:.55 Mike Essex
Online Marketing Manager, Koozai
Keynote Talk 86 Billion* Free SEO Tools: Why Your Brain Is The Best Tool Of All
In Digital Marketing it’s easy to latch onto the latest shiny new tool and ‘quick win’ tactic, but is that always the best way? Using psychological studies, as well as real life methods of saving time, Mike Essex looks at how expanding your brand and streamlining the way you work can be more effective than any tool. You will learn: How to avoid data overload, Why streamlined processes are better than tools, Why you should learn psychology before you learn to code, The problem with the way people use 99% of all SEO Tools (and how to beat it), The value in favouring strategy over quick win tactics, In a thought provoking talk Mike will deliver 100% actionable examples based on real life experiences that you can apply in everyday work. *This refers to the number of neurons in the human brain.
12:00 – 12:45 Andy Atkins Kruger - 
Keynote Talk - 
Search engine results personalisation: When individuals become the ‘algorithm’ how do I manage my rankings then?
12:45 – 13:45 Lunch
13:45 – 14:30 Speakers:

Sam Crocker

SEO Director, OMD UK


Andrew Dumont

Head of Business Development, SEOmoz


Kevin Gibbons

UK Managing Director, Blueglass Interactive 


Marcus Tober

CTO and founder, Searchmetrics 


Gerry White

Web Analytics – Search and Navigation, BBC 


Panel – Meaningful and Measurable SEO Metrics

What key measurements should you pay attention to? How can you streamline reporting and help clients or other stakeholders understand performance in a relevant way?

14:35 – 15:20 James Carson – Carson Content
Keynote Talk - The 10 Key Steps to an Audience Building Content Strategy
James will draw on his experience at Bauer Media to explain the challenges of creating content strategy that works effectively on social media, website user experience and search engines in building an audience.
15:20 – 15:50 Networking Coffee Break
15:50 – 16:35 Speakers:

Martin MacDonald

Inbound Marketing Director, Expedia


David Naylor

Director of Search Marketing, Bronco


Paul Reilly

Founder and CEO, MediaSkunkWorks 


Panel – Black Hat SEO and Link Spam

Despite Google’s numerous Penguin and Panda updates the SERPs are still infested with spammy sites, our panelists discuss what they’ve spotted of late and explore various tactics and techniques.

16:40 – 17:25
17:25 – 17:30  End of Day Two