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SES London 2014 Preview – Top Ten Talks

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There is now less than a week to go before SES London 2014 kicks off. Ahead of the event, I’ve been reading up on each of the experts speaking at the conference, and here are my choices for the key talks to go along to.

1. Running in Real-Time: Bringing Campaigns to Life by Marketing in the Moment
Day 1 – 9am-10am

Who better to start the conference and give us an insight into the future trends of digital marketing than the UK Managing Director of Twitter? In his opening keynote speech, Bruce Daisley will discuss the role that Twitter can and should play in your digital strategies, looking particularly at data trends and using a broad selection of case studies to inform your decisions.

2. From Strategy to Execution: Creative Content Marketing
Day 1 – 11.45am-12.45pm

As the (not so) old adage goes, in online marketing, content is king, though in many instances, it is often overlooked or underdeveloped. In this talk, Verve Search’s very own Lisa Myers and Linkdex’s Matt Roberts will discuss what goes into making truly interesting and relevant content, how to disseminate it across the web, and how to accurately measure the success of your content marketing campaign.

3. The Rapidly Changing Face of Google
Day 1 – 11.45am-12.45pm

It’s becoming more and more difficult to second-guess what Google will do next, considering the various algorithm updates seen in 2013 and Matt Cutts’ comments on numerous topics, which have had SEOs looking worryingly at their strategies for 2014. In this talk, Brendan Almack and Alan Coleman from Wolfgang Digital will look at the various factors shaping Google’s evolution, and the implications they all have from a search perspective.

4. Unlocking the Secrets of Mobile Video: YouTube, Instagram and Vine
Day 1 – 3.30pm-4.30pm

Video content is becoming increasingly important for brands, though the appropriate delivery platform can vary depending on what you’re looking to achieve. In this talk, Hurricane Media’s Jon Mowat and Distilled’s Cheri Percy will discuss the pros and cons of the three key services – YouTube, Instagram and Vine – and how to use each one to achieve the desired results for your clients.

5. Game, Set, ROI: Developing an Effective Search and Social Strategy
Day 2 – 2pm-3pm

The approach to social search campaigns has evolved massively over the past five years, and will only continue to do so as the landscape changes. In this talk, Nick Beck from Tug and Jonathan Beeston from Adobe discuss the growth of social search, how it has been utilised by companies up until now, and how, in 2014, you can use it improve upon your online KPIs.

6. Google Changes a lot! Hummingbird, Not Provided, Enhanced Campaigns: The Update
Day 2 – 3.15pm-4.15pm

Google moved the goalposts a hell of a lot in 2013 in terms of SEO, particularly in terms of keyword research and analysis, resulting in most of the industry having to reassess their approach. In this talk, Tim Grice of Branded3, Crispin Sheridan from SAP and Ralph Tegtmeier, AKA Fantomaster, discuss how content strategies must change, particularly how to make your content much more relevant to the end-user rather than Google’s spiders.

7. Breaking Down the Borders: International SEM
Day 2 – 4.30pm-5.30pm

Global brands may transcend international borders but unfortunately their SEM strategies can’t, as each country presents its own unique challenges. In this final session of Day 2, Lisa Myers and AJPR’s Motoko Hunt discuss the issues that brands looking to expand further afield may face in terms of SEO and PPC and how to overcome them, as well as how to identify further opportunities overseas.

8. Joining the Dots: Maximising Marketing Returns in a Socially Connected World
Day 3 – 9.15am-10.15am

In this final keynote address, MediaCom’s head of social, Nick Burcher, talks about how to take a holistic approach to paid, owned and earned media. Nick will look at the different elements of each one, and how they can all work together to both give the consumers what they want and to extend the reach of your brand. The man has literally written the book on the subject, so definitely worth checking out!

9. Assess. Diagnose. Fix: How to Become a Leading SEO Mechanic
Day 3 – 10.30am-11.30am

No-one’s perfect and from time to time, issues arise in SEO campaigns; the trick is to deal with them as quickly and as efficiently as possible. Andre Alpar from AKM3 and David Naylor from Bronco discuss how to diagnose your SEO woes and how to fix them as soon as they arise, including looking at the common causes and the tools of the trade to sort them out.

10. Filthy Linking Rich: Driving the Right Traffic to your Site
Day 3 – 3pm-4pm

A lot has been made recently about the pitfalls of linkbuilding, but backlinks are still an intrinsic part of Google’s rankings and there are still quality links out there to be had. In one of the final talks of the conference, Kristjan Mar Hauksson from Nordic eMarketing and Paul Madden from LinkRisk discuss the ins and outs of linkbuilding, including the tactics you can employ to get links and the effects they can have in the SERPs.

In addition to the above, there is a wealth of other talks going on across the three days. To take a look at the full agenda, head to SES London’s Conference Overview page.

See you all next week!

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