Track 1 – Keynote Theatre

The day will feature keynote speakers, in the 350 seater Keynote Theatre, who will give in-depth presentations with Q&A.

Day One – Thursday 18th April 2013

Time Speaker Topic
08:00 – 09:00 Early Bird Breakfast & Registration
09:00 – 09:05 Conference Opens Welcome, about the day and a word from our sponsors
09:05 – 09:50 Andrew Dumont
Head of Business Development, SEOmoz

Exploring the differences between Web and Marketing Analytics

When we think about measuring performance of our marketing efforts, we think about analytics. To date, those analytics haven’t changed much. Things like pageviews and time on site are the KPIs that we use to evaluate success or failure. But the web has changed, and so has our marketing efforts. Our measurement needs to change with it. Let’s explore the concept of Marketing Analytics, and how it can flip your typical way of looking at the marketing world on its head.

09:55 – 10.40 Ross Hudgens
Founder, Siege Media

Rapid-Fire Content Marketing

SEO has evolved to the point where if you aren’t doing content marketing, you aren’t winning. In this session, Ross details some rapid-fire ways you can improve the way you market your content to do it more effective online. If you don’t take away something actionable here for you to use for your business, you aren’t paying attention.

10.40 – 11.05 Networking Coffee Break
11:10 – 11.55 Marcus Tandler
CEO & Partner, Tandler.Doerje.Partner
What’s next in Search
Search and SEO is constantly evolving: There are Pandas, Penguins and other cute animals that shake up the rules that everyone has to play by, but what´s next? Find out what the search engines might have up their sleeves to bring more and better relevancy to the SERPs near you, and what savvy SEOs will have to watch out for in the future.
12:00 – 12:45 Nichola Stott


Link Earning: Marketing Strategies for Earning Your Links and How to Survive the Grey Borderlands

Search engines are doing everything they can to disincentive manipulated links. After all it distorts how relevance is algorithmically determined, leading to poor results particularly in high value sectors. In 2012 Google made a number of strong changes that hit hard at many manipulative practises and the sites that relied on them. Here’s the thing that always gets me; why are businesses spending time and money trying to outsmart search engines with disguised paid links, “tit-for-tat” bartered links on meaningless sites and low-rent bulk link packages? Why spend that time, money and resource on a strategy that may ultimately backfire? Why not instead spend time, money and resource on marketing what it is that makes you special and earning those links in a future-poof way. In this session we will look at publishing and marketing strategies that earn you links that money can’t buy. We will examine the search engine guidelines do’s and don’ts as well as the ASA CAP codes that we work to at theMediaFlow; so that participants will be able to evaluate best-practise tactics and strategies that not only return on clients’ investment, but remain a solid foundation for future success in organic search.

12:45 – 13:45 Lunch
13:45 – 14:30 Shain Shapiro
UK Community Coordinator, Hootsuite

Owls Away: HootSuite’s Community Building Secrets

HootSuite has grown in the last two years from a small team in Vancouver to a multinational outfit, with representatives stationed around the world and a growing base of over 5 million users. The secret? Act globally, think hyper-locally. Instead of focusing exclusively on sales, HootSuite has its own community division, ensuring that its users, wherever they are, are being supported. This is a new form of social media, one as reliant on face-to-face as it is online. And there are tricks to utilizing these themes to influence and build business, supporters and sales. Join HootSuite’s UK Community Manager, Shain Shapiro, for a talk about ‘un-sales’ and how community management can indeed build business.

14.35 – 15.20 Sam Crocker
SEO Director, OMD UK

Enterprise SEO

Sam will share his top tips for managing SEO campaigns for enterprise sites. Covering all the things you need to know from winning your first “big” client (if you’re agency side) to getting a previously unloved channel on the radar for decision makers. Along the way we’ll look at the obstacles enterprise sites (and the organisations that often mange them) face and how to get around them. Finally, Sam will share how to tackle “integration” and “collaboration” in ways that actually add value.

15:20 – 15:50 Networking Coffee Break
15.50 – 16.35 Aleyda Solis
International SEO, Seer Interactive
Best Practices & Opportunities to Make the Most of Mobile SEO

In this session you will learn to identify the best Mobile SEO Opportunities, the steps to take for a Mobile SEO analysis, the criteria to set the right Mobile SEO strategy according to your Website technical and business characteristics and implement a successful Mobile SEO Process.

16:40 – 17:25 Martin Macdonald
Inbound Marketing Director, Expedia
Why I’m quitting SEO

As an industry we’ve done a great job of screwing ourselves over for the last decade. We have had a preoccupation with shortcuts, hacks and tricks to make money, frankly I’m probably more to blame than most for promoting this way of thinking – and for that I apologise.

Our track record is making it tough for SEO to gain traction where paid search and other forms of marketing can. The only solution to the problem is to devalue links and prioritise the social graph. But is Google up to the challenge?

17:25 – 17:30 Day One Closes

Day Two – Friday 19th April 2013


Time Speaker Topic
08:00 – 09:00 Early Bird Breakfast & Registration
09:00 – 09:05 Conference Opens Welcome and about the day
09:05 – 09.50 Sean Walsh
Head of Social Media, Blueclaw
How Social Media is revolutionising Sports & Entertainment

There are 1,200 football clubs on Twitter worldwide, the 2013 Super Bowl amassed an amazing 24.1 million tweets and 15 of the top 20 global Facebook Pages are entertainment/sports related. Social Media has completely revolutionised the way the global population consumes and interacts with the Sports & Entertainment industry. I will look at the effect of Social Media on Sports & Entertainment brands, the tactics being used and how they are successfully monetising Social Media.

09.55 – 10.40 Jeremy Waite
Head of Social Strategy, Adobe EMEA

Social Business

How Much is a Fan Worth? (If Anything…)

Everybody wants to know the value of a fan. How much is a “like” worth? Is a comment or a mention more valuable? And now that we have gone to all this effort to build a social community – how exactly do we measure it’s ROI and calculate exactly what it is worth? And is this even possible?

10.40 – 11.05 Networking Coffee Break
11:10 – 11.55 Christoph C. Cemper
Owner of CEMPER.COM and Link Research Tools

Risk Management in Link-building 2013

If you saw Interflora tank and don’t think that a couple poorly set-up paid advertorials were the reason, then this session is for you. The SEO game has changed rapidly with Penguin and so has link-building and SEO (hopefully also your’s). You don’t want to be the next Interflora and so your mindset and goal setting has to change from a “price per link” to a risk vs. reward scheme. This session gives examples, thoughts and methods for a more sustainable link building than you did in the past.

12:00 – 12:45 David Harling
Head of SEO, Razorfish

Real Life SEO

I have spent the last 12 months analysing the relationship between real life experiences and how they translate online,  exploring the natural production of user generated content to drive brand engagement and inbound link growth. The session will outline the importance of relationship management and will explore real brand examples of how “real life” social outreach campaigns can fuel the production of optimised content to boost brand authority and overall trust. As an industry we are rapidly seeing a more diverse shift in how we should approach SEO – this session will reinforce the role of content marketing and how brands should adapt strategically to ensure they grow better online visibility across search engines and other digital touch points like Facebook, YouTube and Twitter.

12:45 – 13:45 Lunch
13:45 – 14:30 David Naylor
Director of Search Marketing, Bronco and
Andy Barr
Co-Founder, 10 Yetis

How to get the best out of your SEO using Effective PR and Content Marketing

Becoming a brand is about more than simply trying to build links into your site that relate to the name of your site rather than the keywords, Google want to see you actually forging a viable online alternative to being a brand, putting yourself into a situation where users will actually search for the name of your site rather than finding you based on solely keyword related queries. In order to do this you need a good mix of SEO and Content Marketing to get your brand out there, but how do you do this? Join this session where Dave Naylor from Bronco and Andy Barr from 10Yetis will share their knowledge and experiences working together on campaigns where the two disciplines merge to make a successful online marketing campaign.

14.35 – 15.20 Gerry White
Web Analytics – Search and Navigation, BBC

Do the BBC and other big corporates need to do SEO? (and other stories from a data-driven geek).

It seems that every day content marketing has been accused of killing off SEO, but what is the difference? Gerry White has spent over ten years in and around content marketing, agencies and multinational companies working through their digital marketing issues, agency conflicts and hippos. Gerry talks through implementing a data-driven approach to delivering marketing, sharing his experiences from the BBC, O2 and McDonalds.

15:20 – 15:50 Networking Coffee Break
15.50 – 16.35 Andrew Smith
Head of SEO at

Kelvin Newman
Director of Strategy at SiteVisibility

Everything you need to know about Facebook Graph Search but haven’t got around to learning yet (Kelvin Newman)

Facebook Graph Search launched in a flurry of opinion pieces and wild speculation but now the dust has begun to settle, how does it work, does it matter, and how can you work it into your existing digital marketing campaigns.

Eight SEO Tricks and Tactics (Andrew Smith)

In this session Andrew will be covering key techniques you could be using to gain more with SEO, from scalable approaches to content creation, to outranking the one site everybody competes with. So if you’re looking for actionable strategies you can implement right away this is the session for you.

16:40 – 17:25 Round-Up Panel

Andy Atkins Kruger

CEO, WebCertain Group

Andrew Dumont

Head of Business Development, SEOmoz

Ross Hudgens

Founder, Siege Media

Key take-homes and predictions
17:25 – 17:30 Day Two Closes