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SEMPO Canada Search Summit 2013
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SEMPO Canada Search Summit 2013

When: 5/14/2013
From 8:30 AM until 5:00 PM
Where: Empire Landmark Hotel
1400 Robson Street
Vancouver, British Columbia 
Contact: Dmitriy Minenko

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SEMPO Canada Search Summit - 2013

Empire Landmark Hotel

1400 Robson Street

Vancouver, BC  


SEMPO Members attend for FREE.

Non-members pay $49.

Join SEMPO now and attend for free,

plus receive all the benefits of SEMPO membership for 12 months!

8:30 AM               Event Registration/Continental Breakfast

                            Breakfast pastries and coffee will be served.


9:00 AM               Welcome Remarks/SEMPO Canada Presentation

                            Welcome remarks and event overview presented by SEMPO Canada


9:15 AM               Social and Search


Duane Forrester, Bing. Social. Social Search. The lines are blurred and yet with the data social provides to search, the possibilities of better search results become clearer every day. Join us as Duane Forrester from Bing discusses why social matters to search, how it influences searcher actions, and what businesses should focus on to ensure success moving forward.

Duane Forrester is working as a Sr. Product Manager Bing Webmaster. Duane previously was an in-house search marketer running the SEO program for MSN in the US & Americas. He's also the founding co-chair of SEMPO's In-House SEM Committee, was formerly on the Board of Directors for SEMPO and is the author of two books: How To Make Money With Your Blog & Turn Clicks Into Customers. Duane was a moderator at, maintains his own blog at, used towrite for Search Engine Land and has almost 15 years' experience as an SEO.


10:00 AM             Coffee Break


10:30 AM             Shrinking Screens and Exploding Opportunities:  The Future of

                                          Mobile Search

James Sherett, VP of Marketing, Mobify. Mobile devices now account for between 15 and 30 percent of search traffic, depending on industry. Mobile traffic is set to surpass desktop traffic globally in 2014. So what's your mobile strategy? This presentation will explain how mobile is the same as desktop traffic and how mobile is different. We'll dig into the 3 unique use cases that have emerged on mobile and how those new use cases are already affecting your search marketing strategies.

James Sherrett has been working in software and e-commerce for 15 years and has led digital marketing in travel and tourism, telecommunications, software and consumer packaged goods. James is the VP of Marketing ad Mobify and delights in sharing the movile marketing lessons he's learned at Mobify with other digital marketers.


11:15 AM               Bing Ads Product Improvements and Yahoo! Bing Network Updates


Paul Corkery, Microsoft                  Andrew Yang, Microsoft Canada

With the constant improvements to Bing Ads coupled with the audience of Yahoo! Bing Network there is never a better time to use Bing Ads for your PPC campaigns. This session will go through exciting research and demographics on the Yahoo! Bing Network to explain why it is a must buy network. Next the latest product features for Bing Ads will be discussed ranging from reporting, targeting, usability and highlight new product features.

Paul Corkery is a SMB Operations Program Manager for Search Platform and Tools at Microsoft. He is responsible for representing the platform and tool needs of SMB advertisers to Bing Ads engineering partners.

Andrew Yang is a Search Evangelist for Microsoft Canada. He is responsible for education, promoting and evangelizing the Bing Ads platforms. This includes support for Bing Ads Web, Bing Ads Editor, Bing Ads Intelligence, API and the various social media platforms that Bing Ads is on.


12:00 PM              Networking Lunch

                             Attendees enjoy networking over hot buffet lunch.


1:30 PM                Bing Ads vs. Google AdWords – An Objective Perspective

Marta Turek, Group Manager, Mediative.  Many marketers spend less time on the Bing Ads interface and as a result, may find it frustrating to navigate for lack of familiarity. The purpose of this presentation is to help marketers discover Bing Ads and come away with key takeaways; whether this is testing a new market vertical or leveraging an unknown Bing tool / feature. Ultimately, the goal is for marketers to come away with a better understanding & knowledge of Bing Ads to more effectively leverage this platform. In this presentation we will dive into the current Bing vs. Google ecosystem in engine usage and market share.  We will review different performance metrics by engine; looking at both studies and managed accounts from various verticals. Finally, in a more hands on review, the audience will learn about Bing Ads platform winners; with a short review of some opportunities for improvement.

Marta Turek has a great deal of experience in Paid Search and works as a Group Manager at Mediative (formerly Enquiro) handling diverse PPC projects with a focus on B2B clients. Having worked in search marketing in both the Australian and North American markets, Marta offers an international perspective on search.


2:15 PM               DIY SEO Audits - Give Your Site a Check-Up

Rob Woods, President, Rob Woods Consulting.  Technical SEO audits can be extremely in-depth analyses of your site and it's health. It seems as though every week there is another technical consideration to take into account. There are fantastic SEO experts out there who specialize in doing technical audits but these can be expensive and there's usually a waiting list for good auditors. This session will address some things you can do to audit your own site with a minimum of specialized tools or knowledge to find opportunities for quick on-site SEO wins. 

Rob Woods has spent the last 13 years as an in-house SEO and marketer in all facets of online marketing from SEO to PPC to Content Marketing to Conversion Optimization. He has mainly focused on e-commerce, comparison shopping, and affiliate marketing sites. Currently he is an independent SEO and marketing consultant in Vancouver.


3:00 PM               Coffee Break


3:15 PM              Reporting and Analytic for PPC Campaigns

Young Shi, Senior Program Manager with Bing Ads, Microsoft Canada.   As an advertiser you have thousands of keywords and you want to optimize them quickly. Keyword shapes and keyword buckets can help. Historical performance data provides "shapes” or overall pictures of your keywords, and the same data can be used to segment your keywords into different buckets. Each bucket behaves differently and should be optimized differently too. Choosing the right buckets to optimize will provide the best return on your time spent. Young Shi will use spreadsheet and data visualization to explore efficient ways to optimize keyword buckets to achieve ROI goals.

Young Shi has been a Senior Program Manager with Bing Ads for the past 5 years. He recently led the Bing Ads new Reporting UI project and launched it last November. Prior to that, he led the multiple-metric trend graph project and released it in Bing Ads campaign management UI in 2011. 


4:00 PM              10 SEO Metrics Everybody Should be Able to Report on Every Day 

Krista LaRiviere, gShift Labs. Search Engine Optimization continues to be an important line item in every digital marketing budget. It also continues to be difficult to measure results and impact of SEO efforts. With SEO data being the core driver behind making decisions in an SEO services engagement, this session will walk through 10 SEO metrics all marketers and SEO professionals should have access to on a daily basis to positively impact a web presence for organic search.

 Krista LaRiviere is Co-Founder & CEO of gShift. It's Krista's third software startup having co-founded CGK Technologies Group (1999) and Hot Banana Software (2004), both of which were purchased by Lyris, Inc. in 2006. Krista drives the strategic direction of gShift and is responsible for the overall operations and results of the company. Krista speaks and writes about the changing landscape of search engine optimization.

4:45PM              Closing Remarks


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