Obsessed With SEO & SEM

June 13-14, 2017: See agenda

10 years of search marketing success

SMX Advanced 2017 Agenda

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Calendar

Day 1 - June 13th

7:30 AM-9:00 AM

Breakfast/Registration

9:00 AM-10:15 AM

Welcome & SEO Keynote Conversation: AMA With Google Search

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Overview

SMX Advanced kicks off for SEOs with Google taking on all questions. We'll cover some of the most-discussed SEO issues and have plenty of time for open Q&A 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
9:00 AM-9:35 AM

Welcome & SEM Keynote Conversation: Google & SEM

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Overview

What's new with Google ads? What future developments and opportunities for advertisers can you expect. In this session, you'll hear directly from Google about the SEM landscape at the search and display giant.

Speakers

Jerry Dischler

Vice President, Product Management, AdWords, Google, @jdischler

Moderator

Ginny Marvin
Contributing Editor, Marketing Land, @ginnymarvin
9:35 AM-10:10 AM

SEM Keynote Conversation: Bing & SEM

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Overview

With 20 percent 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

Brian Utter

General Manager, Network and Demand Management, Microsoft Advertising Search Business, Microsoft

Moderator

Ginny Marvin
Contributing Editor, Marketing Land, @ginnymarvin

10:15 AM-11:00 AM

Refreshments & Expo Hall Grand Opening

(open to Networking Pass holders)

11:00 AM-12:15 PM

The Periodic Table of SEO Ranking Factors: 2017 Edition

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Our traditional deep-dive examination of search ranking factors that influence your results. What's on the rise, what's on the decline, and 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

Sr. Director of SEO, 3Q Digital, @itsleslieto

Jacob Virgil

Senior SEO Associate, Red Ventures

Moderator

Danny Sullivan
Founding Editor, Search Engine Land, @dannysullivan

The Mad Scientists Of Paid Search

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Overview

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, testing regression models and analyzing larger trends to unlock the fundamental secrets of paid search auctions, attribution, economics and search behaviors.

In this perennially popular session, you'll hear directly from distinguished marketing scientists as they present their latest discoveries, insights and knowledge you can test out for yourself.

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

12:15 PM-1:45 PM

Lunch & Expo Hall Time

1:45 PM-3:00 PM

AMP For Advanced SEOs

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With accelerated mobile pages now over a year old and fully integrated into Google Search, advanced SEOs need to be aware of the latest implementation techniques, display issues, measurement capabilities and more. This session takes you deep inside the latest with AMP.

Moderator

Danny Sullivan
Founding Editor, Search Engine Land, @dannysullivan

Conversion Optimization: Turning Quick Wins Into Winning Streaks

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SEM managers are under great pressure to improve conversion performance ASAP! In this session, our speakers will show you how they identify quick wins and how to repeat their successes over time. We'll cover landing page optimization techniques for B2B, B2C, lead generation, e-commerce and more.

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

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

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Overview

You have questions? Ask us anything! Our panel of local search experts has answers. From the basics of local listing optimization, reviews and citations and local SEM to the more complex local search issues that can sink a campaign, we'll take all questions and turn them into actionable strategy and tactics that you can take home and start using. This is a PowerPoint-free session: no presentations, just answers to your questions!

Speakers

David Mihm

Founder, Tidings, @davidmihm

Greg Gifford

Director of Search and Social, DealerOn, @greggifford

Dana DiTomaso

President & Partner, Kick Point Inc., @danaditomaso

Cindy Krum

CEO, MobileMoxie, @suzzicks

Moderator

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

3:00 PM-3:30 PM

Refreshments & Expo Hall Time

(open to Networking Pass holders)

3:30 PM-4:45 PM

Mobile-First For The Advanced SEO

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Google is now using a mobile-first index that is based on how a mobile device would crawl the web. If you have a well-optimized site, this shouldn't impact your traffic, but there are steps you can take to fully capitalize on the opportunity presented by this radical new approach to indexing content.

We'll discuss techniques for performing an audit in a mobile-first world to ensure that content, links, metadata and structured data are compliant, regardless of how your site is accessed by users. We'll also discuss tactics and techniques to improve the mobile user experience and potentially boost rankings in this new mobile-first world.

Speakers

Leslie To

Sr. Director of SEO, 3Q Digital, @itsleslieto

Patrick Stox

Technical SEO, IBM, @patrickstox

Gary Illyes

Webmaster Trends Analyst, Google, @methode

Moderator

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

Taking Audience Targeting To The Next Level

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Audience targeting allows you to be precise in choosing who sees your ads and the bids for each group. Enhance your toolbox with targeting options such as demographics, similar lists, in-market audiences and CRM data. Create custom combinations and fine-tune the displays for your audiences, or even exclude audience groups.

In this session, learn to use advanced audience targeting to identify prospects and customers and ultimately maximize the ROI of your campaigns.

Speakers

Andy Taylor

Senior Research Analyst, Merkle

David Szetela

Owner and CEO, FMB Media, @szetela

Michelle Morgan

Director of Client Services, Clix Marketing, @michellemsem

Moderator

Brad Geddes
Founder, AdAlysis, @bgTheory

TBA

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TBA

Moderator

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

4:45 PM-5:00 PM

Break

5:00 PM-6:00 PM

Paid Search & Social: Twin Children Of Different Mothers

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Advanced search marketers (Yes, that means you!) are best prepared to handle the growing complexity of traditional search and emerging social media advertising. Hey, you've mastered scripts, bid modifications and elaborate combinations of extensions, right? Tackling paid search and social requires similar thinking and detailed execution.

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

Moderator

Pamela Parker
Contributing Editor, Search Engine Land, @pamelaparker
5:00 PM-5:30 PM

TBA

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Overview

TBA

Moderator

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

Advanced Testing: What 4,000 A/B Tests Can Teach You

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Overview

A/B testing sounds easy, but there are many nuances to doing it properly that can confound even the most experienced advertisers. In this session, Ayat will share nine lessons learned from doing conversion optimization for hundreds of campaigns over the past eleven years. You'll learn critical lessons for the success of any A/B testing program, including
- the "Simpson paradox"
- how to overcome stakeholder bias
- why it's crucial to avoid the "bet at the bar" phenomenon

Speakers

Ayat Shukairy

VP of Client Solutions and Co-Founder, Invesp, @ayat

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner
5:30 PM-6:00 PM

Inside Intel - The Art & Science Of SEO At A Global Scale

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The challenge: Deliver SEO at scale across 19 languages and 37 ccTLDs while addressing the needs of each customer at a local level. Sound impossible? This case study takes an inside look at how one of the world's most recognized technology brands is successfully leveraging its CMS platform, IT infrastructure and SEO workflow processes to meet the needs of its global customers.

Speakers

Laura Ann Mitchell

SEO Manager, Intel, @intel

Moderator

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

Maximizing Performance With AdWords Campaign Drafts And Experiments

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Campaign drafts allow advertisers to test multiple changes to an existing campaign without actually pushing changes live and impacting results. This tactic is great for simple ad variation testing, but you can do so much more:
- testing variables like bidding to profitability
- assessing the effectiveness of individual extensions
- understanding the impact of extension cannibalization
- determining optimal campaign settings and more

Learn how to push beyond standard paid search metrics to get the most from your search and display campaigns.

Speakers

Michael Elkins

Director of Paid Media, Red Ventures, @CPMelkins

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

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)

9:00 PM-11:00 PM

SMX Expo After Dark SMX After Dark

Calendar

Day 2 - June 14th

8:00 AM-9:00 AM

Breakfast/Registration

9:00 AM-10:15 AM

What Advanced SEOs Need To Know About Google Home, Google Assistant & Machine Learning Search

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There's no question that Google has moved beyond "10 blue links." With Google Home, there's no typing and no SERP. Google Assistant is introducing an entirely new new world, one that's designed for interaction and ultimately to perform actions, rather than just give answers.

This session looks at how advanced SEOs should adapt to a world where search is increasingly spoken, answers become conversational and machine learning helps perform actual actions.

Moderator

Ginny Marvin
Contributing Editor, Marketing Land, @ginnymarvin
9:00 AM-9:25 AM

Protecting Your Branded Keywords

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When competitors bid on your branded keywords, it can confuse your customers and drive up your costs. How can you fight back? In this session, Lori shows you how to protect your branded keywords from even the most annoying competitors. You'll learn:
- how to report violations to the engines and get them to take down ads that infringe on their rules.
- how to bid on your competitors' keywords in a smart way to fight back.
- how to cooperate with partner advertisers to box out unwanted competitors.

You'll not only reclaim your rightful "turf" but also see CPCs drop and clicks increase when you fight back against unwanted brand bidding by advertisers.

Speakers

Lori Weiman

CEO, The Search Monitor, @searchmonitor

Moderator

Chris Sherman
Partner & VP Event Programming, Third Door Media, Inc., @CJSherman
9:25 AM-9:50 AM

TBA

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TBA

Moderator

Chris Sherman
Partner & VP Event Programming, Third Door Media, Inc., @CJSherman
9:50 AM-10:15 AM

TBA

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TBA

Moderator

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

10:15 AM-11:00 AM

Refreshments & Expo Hall Time

(open to Networking Pass holders)

11:00 AM-12:15 PM
11:00 AM-11:25 AM

Attaining Position Zero: Featured Snippets For Advanced SEOs

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What's Position Zero? It's when Google elevates an answer above number one and into the often-coveted "featured snippets" highlight position, according to Dr. Pete Myers of Moz.

But attaining the "featured snippet" for any search query delivers more than just position zero in desktop and tablet search results. Position zero also determines the spoken answer to queries to Google Assistant and Google Home.

In this session, you'll learn the latest about how Google determines featured snippet answers and receive actionable advice for advanced SEOs.

Speakers

Eric Enge

CEO, Stone Temple Consulting, @stonetemple

Moderator

Danny Sullivan
Founding Editor, Search Engine Land, @dannysullivan

Winning Strategies For Amazon Marketing Services

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Since 2016, major brands have started shifting budget into Amazon's growing and increasingly important search platform. After all, why not reach shoppers when they are actually shopping?

In this session, Benjamin will discuss what makes Amazon Marketing Services (AMS) different and share how to implement win/pass/play strategies between AMS and other channels such as Google, audience-based buying and conversion optimization specific for AMS.

Speakers

Moderator

Ginny Marvin
Contributing Editor, Marketing Land, @ginnymarvin
11:25 AM-11:50 AM

"Alexa, How Do I Do SEO For You?"

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We're rapidly moving into a new era where we search by voice, using natural language sentences rather than keywords. This means it's more important than ever to create well-written and compelling content. And perhaps branch out into new areas, such as voice podcasting, or creating what Amazon calls "skills" (effectively apps) that users can download and interact with. Attend this session to learn how to perform SEO for this new but increasingly important "search engine."

Speakers

Navneet Virk

Vice President, Data and Optimization, Isobar

Moderator

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

Ad Customizer Lessons From The Airline Industry

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Customizing ads on the fly is now a reality using ad customizers and business data feeds. Dynamically adding real-time data, such as pricing information, is possible by linking sources of data with the AdWords API.

Learn how using this tactic drives higher click-through rates and increases revenue.

Speakers

Alfonso Ramirez

Customer Performance Director, EveryMundo, @ponchrt

Katharina Warzel

Performance Marketing and Data Analytics Director, EveryMundo, @bigdatakatha

Moderator

Ginny Marvin
Contributing Editor, Marketing Land, @ginnymarvin
11:50 AM-12:15 PM

Optimizing For Siri & Cortana

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With voice search becoming increasingly common, i''s critical to understand both the opportunities and the challenges and to find cost-effective ways to experiment and learn. And while the fundamentals haven't changed much, voice requires you to think hard about how to use variables such as location, long-tail keywords, reviews and people looking for help accomplishing tasks rather than seeking information.

This session explores the nuances of optimizing for increasingly ubiquitous search assistants such as Siri & Cortana.

Speakers

Purna Virji

Senior Training Manager, Microsoft

Moderator

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

How Google's Vertical Ad Products Are Changing The Game

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Google SERPs have changed dramatically in the last 24 months, and marketers have been challenged to keep pace. Hotel Ads are one of a number of verticals where Google's products are once again disrupting the search landscape.

In this session, Hilton's Joshua Graham looks at what hotel search ads might indicate for advertisers in other verticals.

Moderator

Ginny Marvin
Contributing Editor, Marketing Land, @ginnymarvin

12:15 PM-1:45 PM

Lunch & Expo Hall Time

1:45 PM-3:00 PM

How Progressive Web Apps May Kill App Indexing

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A few years ago, Google was pushing app indexing; iOS and Android apps were all the buzz. Today it's all about Progressive Web Apps (PWAs), a Google initiative to bring app-like features and experiences to mobile websites. PWAs bring many native app features, including push notifications, offline mode and more to the mobile web browser.

Will PWAs replace and kill off app indexing, and ultimately, native apps? Come hear the spirited discussion as our panel debates the future of the mobile experience.

Moderator

Barry Schwartz
News Editor, Search Engine Land, RustyBrick, @rustybrick
1:45 PM-2:10PM

Inside Apple Search Ads For The App Store

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According to Apple, over 65 percent of downloads come directly from a search on the App Store. It follows that one of the best ways to help people discover your app is to use Search Ads, which are displayed at the top of App Store search results.

This session covers best practices for Search Ads, including advanced features to allow you greater control over your campaigns and the audience who will see your ads.

Moderator

Chris Sherman
Partner & VP Event Programming, Third Door Media, Inc., @CJSherman
2:10 PM-2:35 PM

Inside Mobile App Campaigns For Google Play

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Google's Play Store will generate $10 billion in app revenue in 2017, so to effectively snare some of that revenue you need to know how to harness search demand to drive app installs. This session covers best practices for setting up, running and fine-tuning mobile app campaigns via AdWords, including advanced features that offer greater control over your optimizations and audience targeting.

Speakers

Maddie Cary

Director of Paid Search, Point It, @MaddieMarketer

Moderator

Chris Sherman
Partner & VP Event Programming, Third Door Media, Inc., @CJSherman
2:35 PM-3:00 PM

TBA

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TBA

Moderator

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

3:00 PM-3:15 PM

Refreshment Break

4:15 PM-5:15 PM

Ask The SEOs

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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!

Moderator

Danny Sullivan
Founding Editor, Search Engine Land, @dannysullivan