Thank you for purchasing a ticket to SearchLove London, in partnership with SEOmoz.

Inside this pack you will find a full schedule for the day, including details on registration, information about the conference venue, and the networking drinks in the evening.

Please do plan your travel to SearchLove in advance - there is no access via the Northern Line from Tottenham Court Road station, the nearest Northern Line station is Goodge Street.

If you have any questions regarding the conference, please feel free to get in touch with myself or Lauren Brady.

I look forward to meeting you all at SearchLove.

Lynsey Little

Events Manager - DistilledE events@distilled.net T 0207 183 0767 @lynslittle

Hello!

Tottenham Court Rd

GoodgeStreet

Northern line

Central Line

Oxford StNew Oxford St

Great Russell S

t

Bedford Square

Bayley St

Alfred Pl

Morw

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Ridgm

ount Gardens

Percy St

Rathbone P

lD

ean St

Step

hen St

Malet St

Greek

St

Cheries S

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Torringto

n Pl

Tottenham C

t Rd

Soho St

Tottenham Court Rd

GoodgeStreetNorthern line

Central Line

Oxford StNew Oxford St

Great Russell St

Bedford Square

Bayley St

Alfred Pl

Morw

ell St

Ridgm

ount Gardens

Percy St

Rathbone P

lD

ean St

Step

hen St

Malet St

Greek

St

Cheries S

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Torringto

n Pl

Tottenham C

t Rd

Mortimer S

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Shaf

tesb

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Ave

Soho St

Seminar Location

Refreshments will be served to all delegates in the three breaks each day.

Congress Centre28 Great Russell StreetLondonWC1B 3LS

T 020 7467 1318F 020 7467 1313E congress.centre@tuc.org.ukW www.congresscentre.co.uk

Nearest underground tube station:Tottenham Court Road (3 minutes walk to the Congress Centre)

PLEASE NOTE:Northern Line is closed from this station, use Goodge Street for access to the Northern Line.

Excellent transport links by tube to:Euston, Charing Cross, Waterloo and Liverpool Street mainline stations.

Two public car parks located nearby the venue on Great Russell St and Museum St.

Registration will open at 8.00am at The Congress Centre on Monday 24th October. You will be given a lanyard which you will be required to wear over the course of the two days, and to the party on Monday evening. You will not receive any form of paper ticket to bring to the conference.

Registration

9:00 - 9:10Introduction

Duncan MorrisCEO Distilled

9:10 - 9:55Everything’s easier with fans

Rand Fishkin

How to build a passionate community to do your job for you and propel your business to SEO and social media success. Rand has not only built a phenomenal community of his own, but also advised companies around the world on how they should go about it. Expect to hear tips he’s never shared before.

9:55 - 10:40

Big business SEO

As companies grow, they get good at some things and really, really bad at others. SEO is often one of the things they get bad at. Having suffered through the frustrations first hand many times over, Tom is going to share some of the specific ways big businesses fail and tips and tricks for overcoming their failings.

Monday 24th October 2011

Tom Critchlow

10:40 - 10:55

Break

10:55 - 11:40

The next level of social integration

MatClayton

Custom actions mean you can allow your users to broadcast how they interact with your site. Doing so can supercharge your user acquisition, retention and site usage. Mat will walk us through his experiences as a Facebook launch partner on the new social streaming features and show you how you can use these techniques on your site.

12:25 - 1:15

Lunch

11.40 - 12.25

The modern SEO’s toolkit

Will Critchlow

To be truly effective as an SEO in 2011, Will argues that you need to be able to mash tools together, build your own “hack-tools” and prototype more complex tools for others to build. Are you comfortable making your computer do the work for you? Will’s going to show you how to multiply your effectiveness and get comfortable with large data-sets.

1.15 - 2.00

Social media: Are you keeping up with the Joneses?

JoannaLord

You know when your boss asks you how your competitors are doing in social media, what they’re investing in, and what’s working for them? If you don’t have a good answer to that question yet, you will after Joanna’s talk.

2:45 - 3:00Break

2:00 - 2:45

Wordpress SEO

Joost de Valk

Wordpress is one of the easiest platforms on which to build a site. In general, this is a good thing, but out of the box, there are a bunch of things you should be doing to get the best SEO performance. With his canonical SEO plugin for Wordpress having just moved to version one, Joost is the best person to tell us what to do.

3:00 - 3:45

Outreach: Is it all about hustle?

Rob Ousbey

Rob is going to share the lessons he has learnt from hiring, managing and training link builders since opening the first Distilled US office at the beginning of 2010. With recent experience managing the process end to end, some great results and an internal focus at Distilled on improving our processes in this area, Rob is perfectly positioned to share the details.

3:45 - 4:45

Your content strategy is part of your link building strategy

Wil Reynolds

Are you guilty of treating content strategy like the poor relation to your link building efforts? Wil is passionate about ways that businesses of all sizes can truly shine when they consider them one and the same.

4:45 - 5:30

Give it up

AllSpeakers

Getting all our speakers on stage at once to share a single brief snippet of awesomeness is one of the most popular of all our sessions. With a strict “no-tweeting” rule, the only way to see what is shared is to be there.

6:30 - late

Party Time

Foundation Bar

Monday 24th October 2011

9:40 - 10:25

Personalisation, Profiles and Privacy

Ciarán Norris

Since 2009, Google has personalised all search results, with social signals playing an increasingly important role. Demand Side Platforms (DSPs), plugged into audience science tools, mean that display ads can now be targeted at individual impressions, based on a predicted user profile. Since earlier this year, the use of cookies has been regulated by the EU. How are these three things connected? What do they mean for marketers? And is any of this a good thing? Ciarán is going to help us understand it all.

9:30 - 9:40Introduction

Duncan MorrisCEO Distilled

10:25 - 11:10

Making competitor analysis useful

Wiep won plaudits last year for his incredibly transparent and actionable link building examples. This year he’s back to talk about how he uses competitor research to inform specific link building activities.

11:10 - 11:25

Break

11:25 - 12:10

Gamification: The art of getting everyone else to do your work

RichardBaxter

How you structure your website, how you design your outreach and content strategies, how you build a community; all these things are greatly impacted by how incentivised your users are to help you out. Richard will be sharing real campaign experience of adding game theory and behavioural economics into SEO campaigns and explaining the difference between game dynamics and game mechanisms.

12:10 - 12:55

Real world link building case studies

PatrickAltoft

Do you ever wish you could be a fly on the wall as the best in the industry build links? As he reveals details of what has worked for him and his clients, Patrick will let you watch over his shoulder.

12:55 - 1:40

Lunch

Wiep Knol

Tuesday 25th October 2011

1:40 - 2:25

The past, present and future of link bait

HannahSmith

Covering past failures, the current state of the art and trends that will shape our link bait activities in the coming months and years, Hannah’s talk will give you an insight into how we think about link bait at Distilled.

2.25 - 3.10

What does a CRO expert bookmark?

Stephen Pavlovich

After an off-the-cuff comment at #mozcon in July, we have persuaded Stephen to break open his personal Evernote account. This is where he stores everything that inspires him on- and off-line. If a salesperson’s greatest asset is their rolodex, a CRO expert’s might just be their swipe file. This session is the only way to see the secrets.

3:10 - 3:25

Break

3:25 - 4:10

How brands should do SEO

Martin MacDonald

As a global integrated agency, OMD have access to unique cross-campaign data points that expose detail of the big brand advantage in ways never before seen outside the research departments of huge agencies. He will be sharing some of the secrets learnt from campaigns for the likes of Waitrose and McDonalds as well as telling smaller brands how to make the most of the same effects.

4:10 - 5:10

Head to Head - Live Site Reviews

Will Critchlow

RandFishkin

You might have seen the nail-biting finish to the head-to-head “presentation-off” in Seattle where Rand snuck in ahead after a recount of the audience vote. Will and Rand have competed head to head to give the best presentation at all of our events and this year we are trying something new.

At lunchtime on the second day, they will each be given some websites and a few hours to prepare their decks from scratch ready for a live site review at the end of the conference. Hold onto your seats - this is going to be frantic as they take all the stress of preparing a head to head presentation and compress it into a few hours.

6:30 - late

Networking Drinks

Crown & Sceptre Pub

Tuesday 25th October 2011

Seminar RecapFollowing the conference you will receive an email with instructions on how to provide feedback and download the session slides.

Network Chat with other delegates on LinkedIn: http://dis.tl/oaJaLo

What makes our speakers tick?What do they think about Google+ the Panda update and more.

Rand Fishkin Tom Critchlow Mat Clayton

Will Critchlow Joanna Lord Joost de Valk Rob Ousbey

Ciarán Norris Wiep Knol Richard Baxter

Patrick Altoft Hannah Smith Stephen Pavlovich Martin MacDonald

Wil Reynolds

Speaker Profiles

Tottenham Court RdCentral Line

New Oxford St

Great Russell St

Bedford Square

Bayley St

Morw

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Ridgm

ount Gardens

Percy St

Step

hen St

Malet St

Greek

St

Cheries S

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Tottenham C

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Shaf

tesb

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AveT

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ham

Ct R

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Dury Lane

Shelton St

Endell St

Mercer St

Langley St

Monm

outh St

High Holborn

Gilbert St

Bury Pl

Museum

StDyott StBucknall St

Montague St

Bedford Pl

Frith StCovent Garden

Piccadilly Line

Neal St

Long Acre

Foundation Bar5 Langley StreetWC2H 9JA

T 020 7836 5005E info@foundation-bar.co.ukW www.foundation-bar.co.uk

Please wear your lanyards to the after party to gain entry, as this is a private event.

The venue is a 9 minute walk from the Congress Centre. There will be arrival cocktails and canapés and a free bar until the tab runs out.

We hope that the evening will be a great opportunity for you to network with your fellow delegates and the speakers, and will be a chance to unwind from the first days’ learning. We have laid on some casino tables, and be sure to check out the bubble bar...

The after-party at Foundation will start at 6.30pm and will finish late, for those that can handle staying on their feet for that long. The venue has a cloakroom that can store coats and bags, but please do be aware that the venue will accept no responsibility for belongings left in the cloakroom.

On Tuesday night, as another excuse to get everyone together, we will be hosting a free-to-attend networking event at the Crown and Sceptre Pub.We are hoping this will give you the opportunity to catch up with anyone who you didn’t have chance to speak to on the Monday evening, as well as having a much-deserved drink after two days of concentrated learning.

Tuesday Drinks

Just a short walk from the Congress Centre, there will be a free bar until the tab runs out. If you know of anyone else that might like to come along, feel free to extend the invitation.

We hope that you are able to join us:

26-27 Foley Street, London, W1W 6DY

Monday’s Party

Networking Party

Where to go

Beford Square

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Staftesbury AveTower

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ortimer St

Tottenham St

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Nassau St

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Berners St

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Tottenham Court

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Cleveland St

Charlotte

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Charing Cross Road Tottenham Court RdCentral Line

GoodgeStreetNorthern line

Covent GardenPiccadilly line

Congress Centre

Foundation Bar

Crown and Sceptre

A

A

B

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C

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26-27 Foley Street

5 Langley Street

28 Great Russell Street