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What to expect at SES 2015 – From mobile SEO to the internet of things

Search Engine Strategies London (SES) 2015 includes exciting and informative sessions on a range of topics – from revamping your PPC campaigns and dealing with mobile SEO to developing a marketing strategy with big data and programmatic advertising.

Taking place on 10 & 11 February at Victoria Park Plaza, the event comprises more than 30 sessions over the course of two days.

Expect big brands, including Schneider Electric, Facebook, Google, Lego, House of Fraser, eBay and many more.

You can also look forward to networking – lots of it – with meet and greets, industry roundtables, and more, and SES have a leading search and digital marketing event lined up too.

Here we take a look at the five sessions you don't want to miss:

1. Revamping and rebooting your PPC campaigns

In this session, PHD and Travel Republic discuss how to re-architect inherited campaigns to maximise effectiveness and how to optimise existing paid search efforts, from campaign design to testing, execution, and measurement.

2. Mobile SEO - How to approach your mobile strategy to get it right

Shelley Appiah, SEO manager at HomeServe Alliance, will discuss local SEO and common mistakes, blending social and SEO strategies for mobile, as well as leverage mobile SEO analytics to inform strategy.

3. Developing a winning digital marketing strategy with big data and programmatic advertising

Ross Webster, managing director, EMEA, The Weather Company International, will talk about the opportunities that big data can bring to marketers.

He'll discuss how data insights are becoming essential for marketers to produce strategic creative campaigns, and how data can allow messages to be delivered to users with more relevance, based on factors such as localisation and real-time weather conditions, and what percentage of your budget you should allocate to programmatic media.

4. Driving results with an efficient social and content strategy

Havas Media and House of Fraser will offer their advice on how to conduct a SEO/social content gap analysis via PPC conversion data, advanced reporting/insights through Webmaster Tools/AdWords, and present their case study on how an integrated approach led to massive improvements to front- and back-end KPIs for PPC, SEO, and social.

5. How brands should bring together mobile with paid, owned, and earned strategies

Ant Robinson, the former head of search and social at Auto Trader, will reveal how the brand created organic content and optimised landing pages whilst increasing the authority of content via social media and why it is so important not to rely too heavily just on PPC or just on SEO and focus on social targeting.

And Adrian Cutler, head of digital, Globalclick/ Roxy Palace will discuss why mobile is not a channel, but a way of life, and offer tips on creating a POE mobile checklist for integrating strategy.


Keynote sessions at SES London include Shawn Burns, vice president of web and digital at Schneider Electric, who will discuss how the internet of things will impact on e-commerce.

Mindshare, Microsoft, Lego and Facebook will join forces to give you an insight into key tactics to optimise your marketing campaigns.

You still have time to join SES London! Click here to find out more.

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