Bruce Clay’s Advanced SEO SMX East Dream Agenda

I often state that every Monday, Internet marketing is a new industry. Each day is an exploration of emerging observations (only some are valid), trends, and quite subtle changes in online marketing methodologies.

Continual training and education are some of the best weapons available when facing a moving target like SEO. One of the next great opportunities for just such training and education is SMX East, October 5-7 in New York City, and you know I’ll be there.

There’s a lot to choose from on the SMX East agenda, but if your main objective is to advance your search engine optimization skills, the right blend of presentations, conversations, events, and even speakers will be key to making this week a valuable experience.

Read on for more about some of the advanced-level events planned during SMX East, or take a sneak peek at the “Advanced SEO SMX East Dream Agenda” now.

Monday – SMX Advanced Track and Actionable SEO

You know about Sunday’s pre-show Meet & Greet and Monday’s SMX Boot Camp. Well, Monday also features advanced education. The SMX Advanced Track takes an in-depth look at two important SEO topics: Revisting PageRank Sculpting & Siloing and Duplicate Content Issues: The Search Engine Edition.

As you may recall, at SMX Advanced last June, Matt Cutts surprised an audience of experienced SEOs by advising against nofollow-based PageRank sculpting. Nofollow PR sculpting was a relatively common practice, and the recommendation was seen as a reversal of the Google representative’s prior counsel. PageRank Sculpting & Siloing aims to answer remaining questions about how to treat already-implemented PageRank sculpting and what other options exist for optimized PageRank flow.

During Duplicate Content Issues: The Search Engine Edition, SEOs will have the always-helpful opportunity to ask search engine representatives about the best ways to avoid and manage duplicate content. It’s an issue the search engines are keen on solving, as witnessed by a joint initiative between Google, Bing, and Yahoo! to support the canonical tag.

Later in the day is Actionable SEO Insights From Analytics Data, an intermediate-level, SEO-focused discussion that’s part of the Analytics & Conversion Track. Without the data required to make informed decisions about website improvements, SEO efforts don’t have the justification and support provided by web intelligence. Be sure you’re up on the forward-thinking approaches to web and search analytics.

And don’t forget to unwind at the end of the day with two great events. First, the SMX Expo Hall Reception is a chance for attendees to gather after a day spread out among the various tracks and around the sprawling expo hall. I’ll be there.

Later, the Internet Marketer’s Charity Party boasts an open bar (contribution to charity required to enter), a prize raffle, and most importantly, the chance to support the Multiple Myeloma Research Foundation through attendee donations. It’s a happy and laidback affair as Internet marketers come together around a great cause. I’ll be there. (Do you see a pattern here?)

Tuesday – Expert Q&As and Holistic Online Marketing

We know that the sphere of search engine optimization has moved beyond on-page text elements with the rise of blended search and engagement objects. At the mid-week point, you’ll have a day of advanced SEO insight at your back. Ahead is the opportunity to place your knowledge of SEO in the larger framework of marketing synergy.

The Video, Ecommerce & Blended Search Track will host an advanced-level discussion of two important issues, Ecommerce Search Marketing Tactics and Universal & Blended Search Opportunities. With the economy in its current state and the search landscape changing fast, don’t fall behind on cutting-edge tactics aimed at ecommerce and universal search optimization.

On the SEO Track there are three Q&A panels that offer the chance to get your burning questions about search engines, SEO and link building answered by some of the foremost experts in these fields. The question and answer format of Ask The Search Engines: Best Practices Edition, Ask The SEOs and Ask The Link Builders promises that these conversations will be a learning opportunity for novices and experts alike.

You also can’t go wrong with the intermediate-level Real Time Search & International Track, or, if you’re up for the advanced-level probing of a question on many marketers’ minds, head to The Cross Media Attribution Battle.

During the evening there must be a party somewhere. And if so, I’ll find it.

Wednesday – Branching Out

By now an SEO-minded attendee has journeyed deep into advanced SEO concepts and considered search engine optimization’s complementary role in the larger marketing mix. Next it’s time to get in-depth with other channels of online marketing, especially those whose affect spills over to the SEO arena.

A part of the Social Media Track, Search & Reputation Management will offer helpful insights to anyone who’s ever heard from a client: “Get that embarrassing result off our first-page SERP!” Reputation management and social media can lend a helping hand when lifting the dark shadow of an online rep management problem.

You may also want to attend Twitter Marketing Tactics. You’re on Twitter everyday, after all. Wouldn’t it be nice to brush up on cool new ideas for getting your favorite pastime to work harder for you?

At the same time, an advanced discussion of The PPC Buying Cycle & “Head” Versus “Tail” Terms will be taking place as part of the Paid Search Track. Attendees may consider the searcher’s journey from head term to tail term and apply the psychology to SEO.

Many of those with full heads and conference bags will return home this evening. But the few striving for dominance will remain for the final day of SMX East in order to take concentrated SEO training. You have the cake, now stay for the icing. (Of course, I’m slightly biased.)

Thursday – My SEO Training and the In-House SEM Exchange

By the time Thursday rolls around, the pieces are coming together but some questions may remain. On this final day of SMX East, when most of the attendees have a brain-full of education to sort through, a truly wise SEO isn’t going to leave before all his questions are answered.

I’ll be teaching a one-day SEO training course, giving marketers candid face-to-face classroom time focused on SEO from top to bottom. It serves to pull together the “strange and wonderful” into something you can take home and implement.

Attendees will get an insider’s view of our time-tested SEO methodology. And our SEO knowledge-base and long-time connections in the industry make this course an ideal platform for tackling any uncertainties or questions that may have emerged earlier in the week. I’ll be there as the instructor, and I welcome attendees to ask any questions about search engine marketing, where search is going in the future, and what actionable SEO works now.

Growth and learning never get old in an industry with a pace of growth and level of competition as fast and as high as SEO. Check out the “Advanced SEO SMX East Dream Agenda” to see what conversations and events will to add to your optimal understanding of search engine marketing. And don’t forget to register before the conference to save $200 off the on-site rate!

Opinions expressed in the article are those of the guest author and not necessarily Search Engine Land.

Related Topics: Channel: Other | SEM Industry: Conferences | SMX & DMD Alerts


About The Author: has been a recognized leader in the search marketing arena since 1996 when he launched one of the first consulting firms devoted to search engine optimization (SEO). His pioneering efforts continue to lead the search industry by providing award-winning SEO training and certification courses, the SEO Code of Ethics and the full-featured SEOToolSet®. Bruce is on the Board of Directors of the Search Engine Marketing Professionals Organization (SEMPO), and is a Principal Editor and speaker for, a scholarly research journal for search engine marketing. He co-authored Search Engine Optimization All-in-One Desk Reference For Dummies.

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