Because even Paradise needs a schedule

We’ll admit it – most of us at Distilled have had our sun hats and beach towels packed since first dreaming up the idea of a SearchLove San Diego conference. So we’re damn excited now that it’s less than one tiny month away. Two action-packed days await, each bursting with a top line-up of speakers set to reveal the latest actionable online marketing techniques.

If you’ve been hiding under a rock for the past few weeks and haven’t done so yet, grab your ticket here. We’d love to have you join us at Paradise Point!

Now for the good stuff. After lots of busy organizing, we’re thrilled to give you the full schedule, hot off the Distilled press and ready for your perusal.

What’s on and when at SearchLove San Diego...

Day one: Thursday 5th September

9am - 9.10am

CEO of Distilled, Duncan Morris gets the event off to a flying start with an introduction to the conference.

9.10am - 9.50am

Mel Carson, “Celebrating the People Behind the Pixels”

Based on the book “Pioneers of Digital: Success Stories from Leaders in Advertising, Marketing, Search and Social Media”, this talk will take the audience on a whirlwind trip through the internet’s recent history. Microsoft former Digital Evangelist Mel celebrates the people behind some of the biggest brands on the internet, telling engaging anecdotes about digital innovators and entrepreneurs who have shaped the online marketing industry and left their indelible mark on the web.

9.50am - 10.30am

Darren Shaw, “Audit and Fix Citations for Local Search Gains”

Darren explains how having a clear, easy to follow process for finding and fixing inaccurate citations can have a huge impact on your local search results. Transform this potentially overwhelming and tedious task into something a whole lot more manageable with Darren’s step-by-step process.

10.30am - 11.10am

Adria Saracino, “Why Your Content Marketing Initiatives are Failing (And How to Fix Them)”

Adria breaks down the different ways content marketing initiatives can flop. Spoiler alert: it's rarely attributed to a bad content idea. Adria will outline the factors that truly impact the success of a content marketing program and provide actionable ways to fix or prevent them.

Morning refreshments, 11.10am-11.30am

11.30am - 12.10pm

Ian Lurie, “Weird, Useful, Significant: Super Tippy Version”

We’re happy to say that no, Ian won't be teaching from a small rowboat in Mission Bay. During this talk, learn a top-to-bottom internet marketing strategy, plus hear a never-before-attempted ‘two tips per minute’, covering audience analysis, ad buying, organic SEO, and Dungeons and Dragons.

12.10pm - 12.50pm

Rick Backus, “The Changing World of Google Search Results”

Co-founder of CPC Strategy, Rick is our e-commerce expert for the conference. Having worked on 100s of comparison shopping campaigns for online retailers, Rick will be sharing his tips on how to integrate Google Shopping into your e-commerce (and overall marketing) strategy.

Lunch, 12.50pm - 1.50pm

Topic tables will give lunchtime some extra flavor as groups discuss ideas with Distilled experts.

1.50pm - 2.30pm

Mackenzie Fogelson, “Are We There Yet? A 12-month trip from Nowhere to Somewhere”

Ready to stop hearing about how community building works and to actually see what it looks like in action? Mack will recount a year-long case study on what it takes to build a community from the ground up in a “boring", "niche" industry. From packing up the car and navigating the right roads, to selling the reluctant passengers on the reasons for the trip, she'll be showing you real data on how to get tangible results (like, say, a 60% rise in traffic?) from building your online community, even with roadblocks in the way and whiny kids in the back. You can also look forward to tips on figuring out the next destination and choosing the correct route to get there.

2.30pm - 3.10pm

Mark Suster, “The Impact of Big Web Trends”

As a serial entrepreneur turned venture capitalist of the tech space, Mark is going to talk us through the impact that big web trends will most likely have on our marketing over the coming years. Mark has sold two companies, the most recent to Salesforce, and has a widely known blog, “Both Sides of the Table”, which gives a peek inside his life as a VC. Mark’s talk will leave you pausing for thought on the future of online marketing.

Afternoon refreshments, 3.10pm-3.30pm

3.30pm - 4.10pm

Kate Morris, “Lost in Translation: Expanding Internationally”

Growing your business on the web internationally is trickier than it seems. Kate will take us through how translation and geotargeting are different. She will review the psychology behind geo-targeting and how consumers are different in each country. Get ready to hear examples and get access to a tool that will help you pick a strategy and work through the technical challenges that follow.

4.10pm - 4.50pm

Rand Fishkin, “How to Leverage Co-Occurrence for SEO and Brand Marketing”

When a brand builds up a strong association with a topic in the minds of consumers (e.g. Costco and bulk goods, Kleenex and tissues, Samsonite and luggage), it can help it to dominate market share. On the web and in the SEO world, we're seeing early signs that Google is creating these associations in their algorithms and that brand biasing is influencing consumer behavior. In this talk, Rand will dive into the research around co-occurrence, show some examples of it in action, and provide tactical tips for earning brand->keyword/topic associations that drive both SEO and brand marketing results.

4.50pm - 5.30pm

All speakers, “Let’s Get Real”

Hear all our speakers give one awesome tip each. The only rule? No tweeting – these tips are for your ears only.

To follow, join us for the SearchLove Party

To celebrate the first day, everyone is invited to party on the resort’s Pool Lawn. Delicious food and a bar tab can be enjoyed as people relax, dance and have a good time.

Lagoon Pool Fire Pit


Day two: Friday 6th September

9.30am - 9.35am

Duncan Morris introduces the second day, warming up the crowd for the exciting talks ahead.

9.35am - 10.15am

Joanna Lord, “How to Build Brand Evangelists and Encourage Brand Loyalty”

Traditionally marketers thought of brand loyalty as something that took years to build and that was only possible after repeat purchases. Hear Joanna talk through tactics on how to encourage it early in the life cycle, then harness it as a second marketing team for your company. She will talk through the value of having brand advocates, point to examples of brands who use this approach really well, and leave us with tangible ways to get started in building brand evangelists and encouraging brand loyalty.

10.15am - 10.55am

Chris Savage, “Pulling Back the Curtain on Video SEO”

In the race to get our videos to the top of YouTube it's easy to forget why we're using video in the first place. Wistia's Chris Savage explores the mechanics of Video SEO with an eye on the bigger picture of how we can leverage video more effectively to tell our story.

Morning refreshments, 10.55am - 11.15am

11.15am - 11.55am

Lauren Vaccarello, “From Search to Digital to Marketing”

Search is a great foundation for any marketer. Learn how to use your optimization skills to succeed in a broader marketing organization. This session will discuss how to win mindshare and budget within an existing company and how to build a marketing program from the ground up.

11.55am - 12.35pm

Paul May, “Advanced Content Promotion and Outreach”

Outreach can feel like digging a swimming pool with a spoon – but it doesn't need to be that way. BuzzStream CEO Paul May will reveal how to use advanced outreach strategies and best practices to earn the links, media mentions, and social shares that drive content marketing ROI. You'll learn about the people, processes, and technology that scale outreach without losing that personal touch.

Lunch, 12.35pm - 1.30pm

SEO Clinic will see attendees get feedback on their website during one-to-one sessions with experts. Places are limited so you’ll need to book in advance.

1.30pm - 2.10pm

Stephen Pavlovich, “Conversion Optimization for Mobile”

Mobile commerce is exploding. As smartphones and tablets become more common - and network speeds increase rapidly - more users are switching to their mobile. Within two years, 1 in 4 sales are expected to come from a mobile device. But most companies aren't ready for this. They think it's enough to have a mobile site but haven't started to optimize it for conversion. In turn, the websites that do optimize have a huge advantage (in fact, some are seeing increases of up to 150x in sales from mobile devices.) In this session, Stephen will present a step-by-step process for mobile conversion optimization. He'll walk through the quant and qual analysis needed to underpin your campaign, outline the necessary tools, and give practical examples of split-tests and mobile best practice.

2.10pm - 2.50pm

Geoff Kenyon, “Optimizing Your Brand”

We all have our initiatives and projects designed to advance our online marketing, but there is often a lot going on in our organizations that we can be contributing to. This presentation looks at how to integrate yourself into other marketing efforts to add value, and how to leverage your brand for your online marketing initiatives. Geoff will talk about what he's done with his clients to leverage their brand and his other marketing efforts to improve a site's online performance.

2.50pm - 3.30pm

Rebecca Bridge, “Fail Big at Content, It’s Okay”

People have been saying "content is king" for years now, but you know what? Many of us aren't acting like it is. I can tell because I see inbound marketers every day who are afraid of failure. I don't want to go all cliché on you, but it's time we collectively put up or shut up, go big or go home, and put our money where our mouths are. Developing good content means that you have to accept the risk of failure, because you WILL fail. And, if you're doing it right, you'll fail spectacularly. This presentation will take a hard look at how you can tell if the risk is worth it and what to do when you inevitably land on your face a time or two. I'll utilize some of my own spectacular content failings to illustrate how I turned those failures into successes and show you the data that proves it.

Afternoon refreshments, 3.30pm - 3.45pm


Panel session: Rob Ousbey and our expert speakers

Watch this space for more details.

4.25pm - 5.05pm

Brian Clark, “A Strategic Approach to Creative Content Marketing”

Without a healthy dose of creativity, content designed to function as marketing is doomed to oblivion. Equally, creative content without a solid strategy based on concrete business objectives is not marketing at all. In this presentation, Copyblogger Media founder and CEO Brian Clark provides an integrated content approach that encompasses social media, SEO, and conversion.

5.05pm - 5.45pm

Will Critchlow, “Trends in Technical Optimization”

How can new technologies create incredible user experiences that enhance your search visibility? In this inspiring talk, Will is going to reveal some of the modern web development technologies and trends that allow you to impress your users more than ever before, along with the tips and trick that ensure they remain search-friendly.

5.45pm - 5.50pm

Closing words and thanks from Duncan Morris

But it’s not over yet, join us for some industry drinks...

The Bayside Lounge will host some wind-down drinks at the end of the second day. Attendees get another chance to ask any last burning questions and relax with others.

Sound good? We think so. For buckets more information on the event, head to this page. Or shoot any questions across to us at

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