SearchLove Love - the advanced search marketing conference organized by SEOmoz and Distilled. Advanced actionable SEO training from industry leaders. Book your seat at http://bit.ly/nH0QDv

1. Hello!
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 - Distilled
E events@distilled.net T 0207 183 0767 @lynslittle

2. Seminar Location
Registration
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.
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3. Monday 24th October 2011
9:00 - 9:10
Introduction
Duncan Morris
CEO Distilled
9:10 - 9:55
Everything’s easier with fans
Rand How to build a passionate community to do your job for you and propel your business to SEO and social
Fishkin 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
Tom As companies grow, they get good at some things and really, really bad at others. SEO is often one of the
Critchlow 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.
10:40 - 10:55
Break
10:55 - 11:40
The next level of social integration
Mat Custom actions mean you can allow your users to broadcast how they interact with your site. Doing so
Clayton 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.
11.40 - 12.25
The modern SEO’s toolkit
Will To be truly effective as an SEO in 2011, Will argues that you need to be able to mash tools together,
Critchlow 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.
12:25 - 1:15
Lunch
1.15 - 2.00
Social media:
Are you keeping up with the Joneses?
Joanna You know when your boss asks you how your competitors are doing in social media, what they’re
Lord 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.

4. Monday 24th October 2011
2:00 - 2:45
Wordpress SEO
Joost Wordpress is one of the easiest platforms on which to build a site. In general, this is a good thing, but out
de Valk 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.
2:45 - 3:00
Break
3:00 - 3:45
Outreach:
Is it all about hustle?
Rob Rob is going to share the lessons he has learnt from hiring, managing and training link builders since opening
Ousbey 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 Are you guilty of treating content strategy like the poor relation to your link building efforts? Wil is passionate
Reynolds 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
All Getting all our speakers on stage at once to share a single brief snippet of awesomeness is one of the most
Speakers 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

5. Tuesday 25th October 2011
9:30 - 9:40
Introduction
Duncan Morris
CEO Distilled
9:40 - 10:25
Personalisation, Profiles and Privacy
Ciarán Since 2009, Google has personalised all search results, with social signals playing an increasingly important
Norris 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.
10:25 - 11:10
Making competitor analysis useful
Wiep Wiep won plaudits last year for his incredibly transparent and actionable link building examples. This year
Knol
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
Richard How you structure your website, how you design your outreach and content strategies, how you build
Baxter 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
Patrick Do you ever wish you could be a fly on the wall as the best in the industry build links? As he reveals
Altoft details of what has worked for him and his clients, Patrick will let you watch over his shoulder.
12:55 - 1:40
Lunch
1:40 - 2:25
The past, present and future of link bait
Hannah Covering past failures, the current state of the art and trends that will shape our link bait activities in
Smith the coming months and years, Hannah’s talk will give you an insight into how we think about link bait
at Distilled.

6. Tuesday 25th October 2011
2.25 - 3.10
What does a CRO expert bookmark?
Stephen After an off-the-cuff comment at #mozcon in July, we have persuaded Stephen to break open his personal
Pavlovich
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 As a global integrated agency, OMD have access to unique cross-campaign data points that expose
MacDonald 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 You might have seen the nail-biting finish to the head-to-head “presentation-off” in Seattle where Rand
Critchlow snuck in ahead after a recount of the audience vote. Will and Rand have competed head to head to give
Rand
Fishkin 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
Seminar Recap
Following 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

7. Speaker Profiles
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
Wil Reynolds Ciarán Norris Wiep Knol Richard Baxter
Patrick Altoft Hannah Smith Stephen Pavlovich Martin MacDonald

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Tuesday Drinks
On Tuesday night, as another excuse to get everyone Just a short walk from the Congress Centre, there
together, we will be hosting a free-to-attend networking will be a free bar until the tab runs out. If you know of
event at the Crown and Sceptre Pub. anyone else that might like to come along, feel free to
We are hoping this will give you the opportunity to catch extend the invitation.
up with anyone who you didn’t have chance to speak to
on the Monday evening, as well as having a much-deserved We hope that you are able to join us:
drink after two days of concentrated learning. 26-27 Foley Street, London, W1W 6DY

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