Obsessed With SEO & SEM

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SMX Advanced 2017 Agenda

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Calendar

Day 1 - June 22nd

7:30 AM-9:00 AM

Breakfast/Registration

9:00 AM-10:15 AM

The Periodic Table Of SEO Ranking Factors: 2016 Edition

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    SEO
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    SEO

Overview

We'll kick off the SEO track with our traditional deep-dive examination of search ranking factors that influence your results. What's on the rise; what's on the decline; what still works?

You'll leave this session knowing the key elements that will deliver maximum SEO success over the coming year and beyond.

Speakers

Marcus Tober

Founder/CTO, Searchmetrics Inc., @marcustober

Leslie To

Director of SEO, 3Q Digital, @itsleslieto

Eric Enge

CEO, Stone Temple Consulting, @stonetemple

Moderator

Danny Sullivan
Founding Editor, Search Engine Land, @dannysullivan

The Mad Scientists Of Paid Search

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    SEM
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    SEM

Overview

This signature SMX Advanced session is a perennial favorite.

While most of us spend our days toiling away in the deepest details of paid search campaigns, the Mad Scientists of Paid Search are running experiments, creating new models and analyzing larger trends to unlock the fundamental secrets of paid search auctions, attribution, economics and search behaviors.

Come hear our distinguished Mad Marketing Scientists as they present their latest discoveries, insights and knowledge.

Speakers

Sandeep Dey

Staff Data Scientist, Groupon Inc, @sdey

Brad Geddes

Founder, Certified Knowledge, @bgTheory

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

Local Search Braintrust: Open Q&A on Local SEO & SEM

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    SEO
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    Vertical

Overview

You have questions? Our panel of local search experts have answers! From the basics of local listing optimization, reviews and citations, local SEM to more complex local search issues, we'll take all questions and turn them into actionable strategy and tactics that you can start using immediately!

This is a Powerpoint-free session: no presentations, just your questions and our answers!

Speakers

Joy Hawkins

Product Consultant, Imprezzio Marketing, @joyannehawkins

Mike Blumenthal

Owner and Local Marketing Expert, Blumenthals, @mblumenthal

Darren Shaw

President & Founder, Whitespark, @DarrenShaw_

Mike Ramsey

President, Nifty Marketing, @niftymarketing

Moderator

Matt McGee
Editor In Chief, Search Engine Land & Marketing Land, @mattmcgee

10:15 AM-11:00 AM

Refreshments & Expo Hall Grand Opening

(open to Networking Pass holders)

11:00 AM-12:15 PM

Advanced Enterprise SEOs, Unite!

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    SEO
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    SEO

Overview

Large organizations face unique challenges when it comes to SEO. Multiple websites, perhaps running on multiple content management systems, in different countries and languages... the list goes on. In this session, our panel of enterprise SEOs cover some of the latest technical issues especially relevant to large enterprise implementations.

Speakers

Garth O'Brien

Director & Global Head of SEO, GoDaddy, @garthobrien

Patrick Stox

SEO Specialist, IBM, @patrickstox

Colleen Harris

Search Engine Optimization Specialist, CDK Global, @cdawg2610

Moderator

Bill Hunt
President, Back Azimuth Consulting, @billhunt

Search Hacks

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    Plus Session

Overview

Join the Bing Evangelist Christi Olson and others from the Bing Ads team as they record a live podcast from SMX Advanced centered on a variety of subjects with a number of special guests from the PPC community. In addition, be prepared for the worldwide debut demo of a new product presented by a team of Bing Ads program managers.

11:00 AM-11:25 AM

Thinking Big: Enterprise Ecommerce Paid Search

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    SEM
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    SEM

Overview

If you're a large online retailer, implementing successful paid search campaigns involves making decisions that are weightier than how to allocate spend between Google and Bing.

To be effective, you'll need to understand what's going on behind the scenes with partnerships and alliances and keep on top of emerging ecommerce features offered by search engines. Also, are the alternative channels like Pricegrabber, Pinterest and others worth your precious budget and time?

Get answers to these and other issues faced by enterprise ecommerce SEMs.

Speakers

Elizabeth Marsten

Director of Paid Search, CommerceHub, @ebkendo

Moderator

Chris Sherman
Partner & VP Event Programming, Third Door Media, Inc., @CJSherman

Dr. Pete's Guide To The Changing Google SERPs

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    SEO
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    Vertical

Overview

Does the always-changing Google search results page have your head spinning? Time to call in the doctor - Dr. Pete Meyers. In this session, the good doctor will guide you through all the latest changes and tests showing up on Google, with a particular eye to what trends may be emerging that advanced SEOs should be aware of.

Speakers

Dr. Peter Meyers

Marketing Scientist, Moz, @dr_pete

Moderator

Danny Sullivan
Founding Editor, Search Engine Land, @dannysullivan
11:25 AM-11:50 AM

Google Analytics Power Reporting for SEM: Pro Edition

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    SEM
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    SEM

Overview

Andrew has been a Google Analytics Certified Partner for more than a decade, and he's here to tell you why this free platform is the best PPC tool that you've never used.

He'll show you how to create custom reports, automate reporting in Google Drive, and will share free templates to jumpstart your reporting and analysis.

It's time to fully realize the power of Universal Analytics for your paid search campaigns.

Speakers

Andrew Garberson

Manager of Search, LunaMetrics, @garberson

Moderator

Chris Sherman
Partner & VP Event Programming, Third Door Media, Inc., @CJSherman

Using APIs To Automate Marketing Tasks

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    SEO
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    Vertical

Overview

Most agencies and in-house marketers use a wide array of online tools for managing their day to day tasks and reporting. Many tools have API access enabled by default, but those feeds are are rarely used.

Harness the power of APIs! Combine multiple data sources to gleen fresh insights from your information. And do all of it using familiar tools like Google Search Console, Google Analytics, Bing Search, Majestic and others.

Speakers

Rob Kerry

Co-Founder, Ayima, @ayima

Moderator

Barry Schwartz
News Editor, Search Engine Land, RustyBrick, @rustybrick
11:50 AM-12:15 PM

Your Mobile PPC Sucks (But It Doesn't Have To!)

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    SEM
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    SEM

Overview

So many PPC marketers have tried opting into mobile search and seen poor results - lower CTR, lacking SERP visibility, worse conversion rates, higher CPAs. How can you justify investing in paid search on a device that doesn't see parity with desktop performance? When will you stop hearing "it's the year of mobile!" and actually start seeing it reflected in your results? During this session, Maddie Cary will demolish those assumptions you have about mobile PPC by ensuring you walk away with a clear understanding of how to launch and manage power mobile advertising campaigns.

Speakers

Maddie Cary

Director of Paid Search, Point It, @MaddieMarketer

Moderator

Chris Sherman
Partner & VP Event Programming, Third Door Media, Inc., @CJSherman

Lies, Damned Lies, & Search Marketing Statistics

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    BOTH
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    Vertical

Overview

Are your SEO and paid search campaigns working? Really working? Advanced search marketers know you can pick and choose from literally hundreds of retrospective reports that say "yes," but to gain confident insight you need to take more control over your testing and measurement efforts. This session shows you how to figure out how long to run your tests, how to control for seasonality and other issues and how to be confident that your tests will predict future behavior, illustrated with real-life case studies from Vistaprint.

Speakers

Adria Kyne

SEO Manager, North America and AU/NZ, Vistaprint, @adriak

Moderator

Matt McGee
Editor In Chief, Search Engine Land & Marketing Land, @mattmcgee

12:15 PM-1:45 PM

Lunch & Expo Hall Time

1:45 PM-3:00 PM

AMP: Above & Beyond

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    SEO

Overview

Accelerated Mobile Pages (AMPs) are a new way to instantly load content for people using mobile apps that support them, and they have arrived in Google search.

Attend this session and hear what other advanced SEOs have learned during the AMP rollout and what you should be doing to take advantage of this new traffic-driving opportunity.

Speakers

John Shehata

VP, SEO, Conde Nast, @jshehata

Rudy Galfi

Product Manager, Google, @rudygalfi

Moderator

Danny Sullivan
Founding Editor, Search Engine Land, @dannysullivan

Harnessing SEM Analytics For Smarter Automation

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    SEM
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    SEM

Overview

Learn how savvy marketers are creatively using the latest AdWords conversion reporting and other data available in AdWords and Analytics to automate targeting, messaging, and bidding across their campaigns.

You'll get time-saving strategies and tactics that deliver more value to your accounts.

Speakers

Amy Bishop

Director: Audits, Outbound, Training, Clix, @hoffman8

Steven Hammer

President, RankHammer, @armondhammer

Caitlin Halpert

Account Director, 3Q Digital, @caitlin_halpert

Moderator

Ginny Marvin
Contributing Editor, Marketing Land, @ginnymarvin

SEO & Social: Let's Dance!

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    SEO
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    Vertical

Overview

Search and social media may seem like two different species, but they have plenty in common. In this session, our panelists cover the latest in the social world that advanced SEOs need to know, including how search and social marketing teams can use their unique skills and knowledge to help each other complement and amplify their respective marketing efforts.

Speakers

Travis Wright

Chief Marketing Technologist, CCP Global, @teedubya

Jason White

VP SEO & SMM, DragonSearch, @sonray

Maggie Malek

Head of Social Media, MMI Agency, @MagsMac

Moderator

Chris Sherman
Partner & VP Event Programming, Third Door Media, Inc., @CJSherman

How Allstate Bridges the Online and Offline Attribution Gap

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    Plus Session

Overview

Hear how Allstate Insurance Company of Canada worked with performance marketing agency, Performics and Call Intelligence provider, Invoca to close the gap on their online/offline attribution, and drive more of their most profitable leads -- phone calls. Learn how call conversion reporting can be better leveraged to optimize bids and deliver not only time savings, but profitable results.

3:00 PM-3:30 PM

Refreshments & Expo Hall Time

(open to Networking Pass holders)

3:30 PM-4:45 PM

What Advanced SEOs Should Know From The Google Raters Guidelines

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    SEO

Overview

For the first time, Google has openly shared the guidelines it provides to its "quality raters" -- the breathing human beings who double-check that the Google algorithm is performing as designed.

Learn how you can use the guidance Google provides to quality raters to increase your own SEO success.

Speakers

Jennifer Slegg

Editor, The SEM Post, @jenstar

Jenny Halasz

President, JLH Marketing, @jennyhalasz

Ruth Burr Reedy

Director of Strategy, UpBuild, LLC, @ruthburr

Moderator

Danny Sullivan
Founding Editor, Search Engine Land, @dannysullivan

Using Paid Search & Social Together To Deliver The Ultimate Knock-Out Punch

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    SEM
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    SEM

Overview

Advanced search marketers (yes, that means you!) are perhaps best prepared to handle the growing complexity of digital advertising and fulfill the omni-channel promise. Hey, you've mastered scripts, bid modifications and elaborate combinations of extensions, right?

Learn how to apply that hard-earned expertise to marry search and social media advertising, creating the ultimate combination of push and pull.

Speakers

Maggie Malek

Head of Social Media, MMI Agency, @MagsMac

Jonathan Kagan

Sr Director of Search and Biddable Media, MARC USA|Results Digital, @jonkagan

Tara Siegel

Sr. Director of Social, Pepperjam, @TSiegel21

Moderator

Pamela Parker
Contributing Editor, Search Engine Land, @pamelaparker

Shopping Campaigns: Play Like Every Day Is A Holiday

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    SEM
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    Vertical

Overview

With the holiday shopping season starting earlier and earlier, June is the perfect time to look back at takeaways from last season's shopping campaigns and get prepared to win in 2016.

Get expert insights and revenue-driving action items you can put into play now and ramp up as the holiday shopping closes in.

Speakers

Todd Bowman

Director, SEM and Feeds, Merkle, @ToddBowman68

Mona Elesseily

VP Online Marketing Strategy, Page Zero Media, @webmona

Ann Stanley

Managing Director, Anicca Digital, @annstanley

Moderator

Ginny Marvin
Contributing Editor, Marketing Land, @ginnymarvin

How To Boost Performance From Your Enterprise Click-To-Call Campaigns

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    Plus Session

Overview

With the continued growth of click-to-call, enterprise search marketers need to know the best ways to optimize their paid search efforts successfully. Our panelists will go through best practices that have proven ROI improvement and CPA in these verticals: Insurance, Cable & Satellite, Travel, Home Services, Telecom and Automotive.

4:45 PM-5:00 PM

Break

5:00 PM-6:00 PM

AMA With Google Search

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    SEO
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    General

Overview

A highlight of SMX Advanced is when Google takes on all the questions that advanced SEOs have. It'll cover some of the most asked about SEO issues over the past year, with plenty of time for open questions from the audience. You won't want to miss it!

Speakers

Gary Illyes

Webmaster Trends Analyst, Google, @methode

Moderator

Danny Sullivan
Founding Editor, Search Engine Land, @dannysullivan

6:00 PM - 7:00 PM

SMX Expo Hall Reception Meet the market leading solution providers exhibiting at SMX Advanced, while enjoying a beverage, snacks and networking.

(open to Networking pass holders)

Sponsored by

9:00 PM-11:00 PM

SMX Expo After Dark SMX After Dark

Calendar

Day 2 - June 23rd

8:00 AM-9:00 AM

Breakfast/Registration

9:00 AM-9:30 AM

Keynote Conversation: Google & SEM

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    SEM
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    General

Overview

What's new with Google ads? What future developments and opportunities for advertisers can you expect. Come hear a Google advertising executive discuss the SEM landscape at the search and display giant.

Speakers

Sundeep Jain

Director of Search Ads Quality, Google

Moderator

Ginny Marvin
Contributing Editor, Marketing Land, @ginnymarvin
9:30 AM-10:00 AM

Keynote Conversation: Bing & SEM

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    SEM
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    General

Overview

With 20% market share, Bing offers many opportunities for advertisers to reach new markets, often at lower cost and greater return than its dominant competitor. In this keynote conversation, learn why Bing is a compelling alternative for search marketers.

Speakers

Lynne Kjolso

General Manager, Global Search Sales and Service, Microsoft

Moderator

Ginny Marvin
Contributing Editor, Marketing Land, @ginnymarvin

10:00 AM-10:45 AM

Refreshments & Expo Hall Time

(open to Networking Pass holders)

10:45 AM-12:00 PM

The Nine Billion Ads of Search

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    SEM
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    SEM

Overview

Though sometimes it feels like all the ads in the world have already been written and that no new ideas are left, the quest for better ads is at the core of search marketing success.

You'll leave this session with best practices for crafting powerful new text and display ads, and more effective strategies for measuring and testing performance.

Speakers

Rob Lenderman

Co-Founder, Chief Product Officer, Boost Media, @boostctr

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

Attribution In AdWords

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    Plus Session

Overview

The customer journey can be long and complex, not only across time but across devices. Being able to identify which ads really and truly influenced someone’s decision is a tough proposition, but it’s a crucial one to get right. This session covers how to think about approaching attribution in AdWords so that you can identify how your advertising affects people during crucial, decision-making moments.

10:45 AM-11:10 AM

What's New With Markup & Structured Data

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    SEO
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    SEO

Overview

Properly structured data is a critical and often forgotten element to getting great search results. For years, Google has displayed search results with "rich snippets," enhanced search results such as stars, images and additional information. Recently, Google has been relying more heavily on structured data markup for these rich snippets as well as to better understand and index your content, giving it more prominence in search results. Our panelists look at some of the newer markup options, and discuss advanced uses of structured data related to Google rich snippets.

Speakers

Aaron Bradley

Manager, Web Channel Strategy, Electronic Arts, @aaranged

Moderator

Barry Schwartz
News Editor, Search Engine Land, RustyBrick, @rustybrick

Big Data's Real Promise: Work Smarter, Not Harder

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Overview

Big Data is both a big deal and big hype, but one thing is certain: we are drowning in data but starved for information. Fortunately, we can use the emerging field of data science to discover the unknown and tell a meaningful story through the use of interactive dashboards that any tech-savvy marketer can implement. This session's data-driven case studies demonstrate how.

Speakers

Britney Muller

Founder, Pryde Marketing, @BritneyMuller

Moderator

Chris Sherman
Partner & VP Event Programming, Third Door Media, Inc., @CJSherman
11:10 AM-11:35 AM

What To Do When Google Can't Understand Your JavaScript

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    SEO
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    SEO

Overview

Over the years, Google has become better at crawling, understanding and indexing dynamic websites. But there are still situations where GoogleBot can't access content within JavaScript, leading to problems with indexing and poor rankings.

This session will explore those situations through various JavaScript frameworks, URL formats, dynamically loading content, expandable content, DOM Snapshot, SPA applications, automatic vs. user-interaction loading and more.

Speakers

Jody O'Donnell

SEO Technical Director, Merkle, @gimpslice

Moderator

Barry Schwartz
News Editor, Search Engine Land, RustyBrick, @rustybrick

SEO For Ecommerce - What You Need To Know

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    BOTH
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    Spotlight

Overview

SEO for an online retail site is a complex process. You need to do much more technical work, with things like faceted navigation, pagination, structured data, mobile, app indexing and site search. You also have to manage product inventory, and figure out how to get the right product in front of customers at the right time. Done properly, you can increase sales by 4x or more. If you're doing SEO for an ecommerce site you won't want to miss this session.

Speakers

Moderator

Chris Sherman
Partner & VP Event Programming, Third Door Media, Inc., @CJSherman
11:35 AM-12:00 PM

Solving Complex SEO Problems When Standard Fixes Don't Apply

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    SEO
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    SEO

Overview

Most technical audit presentations cover tools and theory, but few help you piece it all together or sort out the issues when standard fixes have been implemented and are not performing as expected.

In this session, Kristine demonstrates how to go beyond tools to find which metrics give an immediate indication of much larger problems.. And, she'll offer proven strategies and tactics that work when standard technical SEO fixes do not.

Speakers

Kristine Schachinger

Owner, SitesWithoutWalls.com, @schachin

Moderator

Barry Schwartz
News Editor, Search Engine Land, RustyBrick, @rustybrick

The 2016 Quantitative Local SEO Ranking Factors Study

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Overview

How does Google's Local algorithm really work? Andrew Shotland & Dan Leibson of Local SEO Guide will walk you through the results of one of the largest ever statistical studies of the local search ranking factors. Over the past six months they have studied the effect of over 100 factors on the rankings of 15,000 local businesses in a hundred different metros. Learn which tactics really matter so you know how you and your team should spend your resources.

Speakers

Andrew Shotland

President, Local SEO Guide, @localseoguide

Dan Leibson

Vice President of Local & Product, Local SEO Guide, @danleibson

Moderator

Chris Sherman
Partner & VP Event Programming, Third Door Media, Inc., @CJSherman

Noon-1:30 PM

Lunch & Expo Hall Time

1:30 PM-2:45 PM

Advanced Google App Deep Linking

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    SEO
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    SEO

Overview

Google has been busy consuming content in apps and then promoting that content in mobile search results, delivering valuable traffic to those who have mastered technical challenges involved.

Get your share of the traffic too! Attend this session and you'll learn:

  • how to get your app content into Google through the Google App Indexing API;
  • how to overcome cover common crawl error issues;
  • and the reporting tools you can use in Google Search Console and other third party tools to achieve maximum visibility.

Speakers

David Iwanow

SEO Product Manager, Marktplaats (ebay classifieds group), @davidiwanow

Tam Phan

Organic Growth - App Store Analytics, TUNE, @thomas_phan

Moderator

Barry Schwartz
News Editor, Search Engine Land, RustyBrick, @rustybrick

Conversion Rates & The Law of Diminishing Astonishment

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    SEM
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    SEM

Overview

We all know how exhilarating it can be to optimize new campaigns when double-digit returns are relatively easy to achieve. Eventually, though, growth flattens and gains are tougher to come by. Grasping at straws and a million new ideas is not the answer.

Our panel will share conversion optimization strategies that are boosting performance of mature campaigns, and the tactics, processes and best practices that have worked to minimize the Law of Diminishing Astonishment.

Speakers

Melissa Mackey

Search Supervisor, gyro, @Mel66

Amy Balliett

CEO, Co-Founder, & Chief Swiss Army Knife, Killer Infographics, @topinfographics

Andrew Garberson

Manager of Search Marketing, LunaMetrics, @garberson

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

Reach Your Best Customers With Google Shopping

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    Plus Session

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Drive success on Google Shopping by connecting with the right customers in the moments that matter most. Join the Shopping team as we cover how to reach new audiences, re-engage your most high-value customers, and improve your campaign performance. We’ll also review how to use new reporting features to develop insights to better optimize your Shopping ads.

1:30 PM-1:55 PM

Google Tag Manager Can Do WHAT?

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    SEO
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    Spotlight

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Most search marketers are familiar with using Google Tag Manager for analytics, conversion tracking, remarketing and other tasks that provide insights into what visitors are doing on a site. But with a little imagination, GTM can be an incredibly powerful platform that can elevate your SEO efforts to the next level.

Steve will show you how this largely unknown and powerful functionality can be used to help make better business decisions.

Speakers

Steve Guberman

Director Of Search Marketing, GolfNow, a subsidiary of Golf Channel/NBC Sports, @whiterabbitcult

Moderator

Chris Sherman
Partner & VP Event Programming, Third Door Media, Inc., @CJSherman
1:55 PM-2:20 PM

The Vast Opportunity Of Audience-Based Search Marketing

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    Spotlight

Overview

Audience targeting allows you to be more precise in choosing who sees your ads. Google provides basic audience targeting tools, but you can take audience targeting to the next level by including remarketing lists, custom combination lists, custom affinity lists - even exclude certain groups that don't fit your demographic or other criteria. In this session, learn how to get the most from advanced audience targeting to reach your optimal prospects and customers and maximize the ROI of your campaigns.

Speakers

Susan Waldes

President and Partner, Five Mill

Moderator

Chris Sherman
Partner & VP Event Programming, Third Door Media, Inc., @CJSherman
2:20 PM-2:45 PM

Advanced Conversion Optimization: Beyond the Tactics

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    SEM
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    Spotlight

Overview

"Best practices" are great in theory, but difficult to implement in practice. What works for one site may or may not work for another.

However, you can Increase website revenue by applying a conversion rate optimization strategy grounded in analytics, marketing and psychology.

You'll leave this session knowing how several top web sites applied these principles to improve conversions, and how you can apply them to imporove yours.

Speakers

Moderator

Chris Sherman
Partner & VP Event Programming, Third Door Media, Inc., @CJSherman

2:45 PM-3:00 PM

Refreshment Break

3:00 PM-4:15 PM

Ask The SEOs

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    SEO
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    SEO

Overview

During this PowerPoint-free panel, veteran practitioners answer your questions about search engine optimization. Got a puzzling issue? Wondering about emerging trends or tips and techniques? Ask the experts!

Speakers

Greg Boser

Independent, Consultant, @GregBoser

Laura Lippay

Organic Search & Technical Optimization Lead, Netflix, @lauralippay

Adria Kyne

SEO Manager, North America and AU/NZ, Vistaprint, @adriak

Todd Friesen

Director of SEO, Salesforce.com, @oilman

Moderator

Danny Sullivan
Founding Editor, Search Engine Land, @dannysullivan

Ask The SEMs

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    SEM

Overview

rom macro trends to micro tactics and all the big upcoming changes, here's your opportunity to ask our panel of leading paid search experts any and everything ad-related.

No PowerPoint. No holds barred. No BS. An open Q&A to get all your questions answered.

Speakers

Sandeep Dey

Staff Data Scientist, Groupon Inc, @sdey

Caitlin Halpert

Account Director, 3Q Digital, @caitlin_halpert

Brad Geddes

Founder, Certified Knowledge, @bgTheory

Christi Olson

Bing Ads Evangelist, Microsoft, @christijolson

Moderator

Ginny Marvin
Contributing Editor, Marketing Land, @ginnymarvin

Q&A With AdWords Product Managers

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    Plus Session

Overview

Join Google for a candid conversation with the AdWords Product Managers behind your favorite tools, reports and features. In this interactive panel, you'll have the chance to ask your latest AdWords questions and learn how the Google product team is addressing today's hottest advertising topics. Featuring PMs who cover some of the biggest updates from this year's Google Performance Summit.

4:15 PM-5:00 PM

Make The Most of The Google Display Network

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    Plus Session

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It’s never been more important to tailor ads to the right people at the right moment as they engage in blogs, news sites and more across the web. This presentation will cover how to deliver relevant ads and efficient results on the Google Display Network. We'll cover campaign structure, audience targeting, creatives and optimization.

Sponsored by

6:00 PM-11:00 PM

Closing Night Bash @ The Garage - The party will include billiards, bowling, drinks, food and fellow attendees!

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