Obsessed With SEO & SEM

SMX East 2016 Agenda

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Calendar

DAY 1 - September 27th

7:00 AM-9:00 AM

Breakfast/Registration

9:00 AM-10:15 AM

Enterprise SEOs, Unite!

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    SEO
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    SEO

Overview

Large organizations face unique challenges when it comes to SEO. Whether you are running multiple websites across a variety of multiple content management systems or managing content across different countries and languages, your challenges are unique and increasingly hard to manage.

In this session, our panel of enterprise SEOs cover how they have been solving their own unique technical and structural issues and help you think through how to solve yours.

Moderator

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

Speakers

SImon Heseltine

Global Head of SEO, Hewlett Packard Enterprise

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.

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

Local Search Roundtable: Ask Us Anything About Local SEO & SEM

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    BOTH
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    Mobile/Local/Retail

Overview

You know you need a consistent NAP (Name, Address, Phone) just to get in the local search door. But when it comes to listings management, links and citations, getting reviews, managing multiple locations and running a local PPC campaign, many challenges and questions come into play.

In this session, our panel of local search masters will share solutions to help you beat the local competition. This is a PowerPoint-free session: no presentations, just your questions and our answers!

Moderator

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

Keyword Research & Copywriting For Search Success

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    BOTH
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    Boot Camp

Overview

The first step in any successful marketing campaign is to know your message. With search marketing, that means understanding the search terms being used by your target audience. And though it sounds obvious, it helps to actually use those words in your web pages.

This session covers the importance of textual content to search engines and how, with a bit of planning, you can create HTML title tags and body copy that is search engine-friendly and engages your customer.

Moderator

Debra Mastaler
President, Alliance-Link, @debramastaler

Speakers

Christine Churchill

President, KeyRelevance, @keyrelevance

10:15 AM-10:45 AM

Refreshments

10:45 AM-12:00 PM

Getting AMPed: What You Need To Know About Accelerated Mobile Pages & Google

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    SEO
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    SEO

Overview

Accelerated Mobile Pages are a new way to instantly load content for people using mobile apps that support them. Google's a major partner in the AMP project and has integrated them into its search results. Attend this session and hear what you should be doing to take advantage of this new traffic-driving opportunity.

Moderator

Danny Sullivan
Founding Editor, Search Engine Land, @dannysullivan

Fun (And Profit) with Dynamic Ads

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    SEM
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    SEM

Overview

TBA

Moderator

Brad Geddes
Founder, Certified Knowledge, @bgTheory

Beacons & Beyond: Offline Conversions And Online Retargeting

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    SEM
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    Mobile/Local/Retail

Overview

Mobile devices now make it possible to track online-to-offline store visits and conversions. Marketers can also retarget store visitors online, using beacons and other methods. As these new tactics become increasingly common, "proxy metrics," such as impressions, clicks and views, will be replaced over time. Imagine being able to optimize campaigns against store visits instead of CTR; it's starting to happen. This session explores current offline attribution methods and online retargeting, as mobile collapses the distinction between the digital and real worlds.

Moderator

Greg Sterling
Founding Principal, Sterling Market Intelligence, @gsterling

Paid Search Fundamentals

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    SEM
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    Boot Camp

Overview

Paid search allows you to generate traffic from search engines by purchasing ads, usually on a cost-per-click (CPC) or pay-per-click (PPC) basis. This session covers the basics of how to purchase placement from the major search engines, including best practices for success with your ads.

Moderator

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

Speakers

Matt Van Wagner

President, Find Me Faster, @mvanwagner

Noon-1:30 PM

Lunch, Expo Hall & SMX Theater Opens

(open to Expo+ pass holders)

1:30 PM-2:45 PM

SEO & Social: Let's Dance!

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    SEO
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    SEO

Overview

Search and social media may seem like two different species, but they have plenty in common as key components of the marketing and sales teams.

In this session, our panelists cover what SEOs now need to know in social media marketing, including how search and social media marketing teams can use their unique skills and knowledge to complement and amplify their respective marketing efforts.

Moderator

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

Speakers

Don Willis

Director of Sales and Marketing, Storage West Self Storage, @sunergon

Updating Your SEM Toolbox With New Shiny Tools

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    SEM
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    SEM

Overview

Managing SEM campaigns without the right tools is like hammering nails with a screwdriver. You can do it, but it's not going to be pretty.

Our SEM experts will tell you what SEM tools they rely on, what tools they've ditched and what shiny new tools they are most excited about. You are going to want to take notes in this session!

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

Retail Search Beyond Google: Get Found More, Sell More

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    SEM
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    Mobile/Local/Retail

Overview

From e-commerce marketplaces like Amazon, eBay and Walmart to social commerce sites like Pinterest, Polyvore and Wanelo, consumers often skip the traditional search engine route when researching and buying products online.

Learn how to develop cross-channel paid retail strategies, optimize content on multiple retail sites and measure your success.

Moderator

Ginny Marvin
Contributing Editor, Marketing Land, @ginnymarvin

Link Building Fundamentals

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    SEO
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    Boot Camp

Overview

Ever since Google created PageRank, every good search marketer's motto has been "I link, therefore I am." Though linking seems easy, it's a far more subtle art than most realize. There are right and wrong ways to conduct your linking campaign, and a mistake could cost you valuable traffic and conversions.

In this session, we'll look at how to reach out and get quality links, how to craft anchor text to build authority and how to avoid commonplace mistakes that will hurt your web credibility. Getting link building right is critical; don't risk potential penalties that will harm or destroy your search visibility by missing this session!

Moderator

Christine Churchill
President, KeyRelevance, @keyrelevance

Speakers

Debra Mastaler

President, Alliance-Link, @debramastaler

2:45 PM - 3:30 PM

Refreshments & Expo Hall & SMX Theater Time

(open to Expo+ pass holders)

3:30 PM-4:45 PM

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

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    BOTH
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    SEM

Overview

Advanced search marketers (Yes, that means you!) are best prepared to handle the growing complexity of digital advertising and fulfill the omnichannel promise. Hey, you've mastered scripts, bid modifications and elaborate combinations of extensions, right? Using paid search and social together could be your next big move.

In this session, you'll learn how to apply your hard-earned expertise to marrying search and social media advertising, creating the ultimate combination of push and pull.

Moderator

Pamela Parker
Contributing Editor, Search Engine Land, @pamelaparker

Shopping Campaign Tips & Tricks You'll Want To Own

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    SEM
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    Mobile/Local/Retail

Overview

From initial structure to ongoing optimization and last minute tips for holiday success, our panelists will share tips and strategies to systematically and creatively cultivate your Bing and Google Shopping Campaigns into healthy, productive year-round ROAS generators.

Moderator

Ginny Marvin
Contributing Editor, Marketing Land, @ginnymarvin

Speakers

Purna Virji

Senior Client Development and Training Specialist, Bing Ads, Microsoft, @purnavirji

Susan Wenograd

Partner & SEM, Five Mill, Clix Marketing, @susanedub

Kirk Williams

Owner & Minion, ZATO, @PPCKirk

Search Engine Friendly Web Design

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    SEO
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    Boot Camp

Overview

"I'm not designing my site for search engines" is a common designer objection to SEO suggestions. The reality, however, is that search engines are the starting point for most internet users, and if your site is difficult for Google, Bing or other engines to "read," it's never going to work for your human visitors, either. Attend this session and learn how to create search engine-friendly sites that are equally appealing to human visitors.

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

Speakers

Shari Thurow

Founder and SEO Director, Omni Marketing Interactive, @sharithurow
3:30 PM-3:55 PM

How I Lost My Client's #1 Ranking And Their Profits Exploded Overnight!

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    SEO

Overview

Experienced SEOs know that universal #1 rankings are as rare as unicorns. Even if they did exist, top rankings don't guarantee success or business growth. So why do clients or bosses still care?

In this session, veteran SEO Stoney deGeyter discusses how he performed a radical SEO makeover for a client, which eliminated its #1 rankings but produced dramatic increases in traffic and revenue. How? By paying close attention to navigation architecture, internal linking, conversion optimization and more.

Come learn from this enlightening case study.

Moderator

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

Speakers

Stoney deGeyter

CEO, Pole Position Marketing, @StoneyD
3:55 PM-4:20 PM

The 2016 Quantitative Local Search Ranking Factors Study

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    SEO

Overview

How does Google's Local algorithm really work? Andrew Shotland and 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 more than 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.

Moderator

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

Speakers

Dan Leibson

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

Andrew Shotland

President, Local SEO Guide, @localseoguide
4:20 PM-4:45 PM

Satisfying The Need For Speed

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    SEO
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    SEO

Overview

A fast site provides a good user experience and leads to higher conversions. Page speed is a both a Google ranking factor and a crucial signal for measuring user satisfaction. Do you want to optimize your website for maximum speed, but don't know how?

Join former Google Search Quality team member Fili Wiese for a comprehensive tutorial on optimizing your site for speed. You'll take away insights and actionable tactics about prioritization, which tools to use efficiently and which mistakes to avoid while making your website blazing fast.

Moderator

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

Speakers

Fili Wiese

SEO Consultant, SearchBrothers, @filiwiese

4:45 PM-6:00 PM

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

(open to Expo+ pass holders)

6:00 PM - 7:00 PM

Evening Forum with Search Engine Land Editors

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    SEM
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    General

Overview

TBA

Moderator

Danny Sullivan
Founding Editor, Search Engine Land, @dannysullivan

7:00 PM-9:00 PM

Janes of Digital Janes of Digital is a gathering of women who work in the search and digital space and want to support and encourage each other with a cocktail in hand.

Calendar

DAY 2 - September 28th

7:00 AM-9:00 AM

Breakfast/Registration

9:00 AM-10:00 AM

Keynote - TBA

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    SEM
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    General

Overview

TBA

Moderator

Danny Sullivan
Founding Editor, Search Engine Land, @dannysullivan

10:00 AM-10:45 AM

Refreshments & Expo Hall & SMX Theater Opens

(open to Expo+ pass holders)

10:45 AM-12:00 PM

Perfect Your SEM Testing: How & Why To Evaluate Everything

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    SEM
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    SEM

Overview

Want to write the best ads the world has ever seen, and then prove you've done it?

This session focuses on the process of designing, implementing and measuring the results of paid search tests. Key topics include what can and cannot be tested, how to design robust tests and identify all the biases and underlying problems of testing PPC campaigns.

Our panelists will talk about best-practice processes and illustrate with case studies how to design a test for most effective keywords, bid levels, messaging, landing pages and other higher-level business questions that you must have answers for to successfully implement paid search.

Moderator

Brad Geddes
Founder, Certified Knowledge, @bgTheory

Brands Talk Search Marketing

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    All
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    Brands

Overview

This session covers the technical best practices for switching your site to HTTPS, what certificates to install, how to configure your servers and how to communicate the change to Google so your rankings do not suffer. The session also explores various tools and tests you can use to verify HTTPS so that you know you're doing things right.

Moderator

Chris Sherman
Partner & VP Event Programming, Third Door Media, Inc., @CJSherman
10:45 AM-12:00 PM

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 in the formula for 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 Rich Snippets to better understand and index your content, giving it more prominence in search results.

Our speaker will discuss some of the newer markup options, and discuss advanced uses of structured data related to Google rich snippets that help you refine, update and optimize your content.

Moderator

Barry Schwartz
News Editor, Search Engine Land, RustyBrick, @rustybrick
10:45 AM-12:00 PM

What To Do When Google Can't Understand Your JavaScript

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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.

Moderator

Barry Schwartz
News Editor, Search Engine Land, RustyBrick, @rustybrick
10:45 AM-12:00 PM

Internationalizing Your SEO

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    SEO
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    SEO

Overview

One of the most effective ways to ensure the right pages are shown to the right users in Google's international results is to use "hreflang" annotations. Without them, you may direct the wrong searcher to your site, leading to a bad user experience, ultimately resulting in a significant negative impact on conversions and quality visits.

Learn how to effectively use "hreflang" annotations to avoid misalignment issues in your international search results, understand the most common implementation issues and mistakes -- and resolve them.

Moderator

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

Noon-1:30 PM

Lunch, Expo Hall & SMX Theater Opens

(open to Expo+ pass holders)

1:30 PM-2:45 PM

Creating The Ideal Account Structure

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    SEM
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    SEM

Overview

SEM accounts are living entities. They are built, managed, grow, get torn down and rebuilt yet again. Account structures are unique from company to company, brand to brand, and can be optimized across a wide number of factors depending on your experience, the size of your team and how wide your keyword base has become. Accounts will also differ for e-commerce and lead-gen and for local, national or multinational campaigns. While there is no "perfect" structure, our panelists will discuss how to craft accounts that match the goals of any advertiser.

Moderator

Brad Geddes
Founder, Certified Knowledge, @bgTheory
1:30 PM-1:55 PM

Everything You Need To Know About Redirects

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    SEO
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    SEO

Overview

Rewriting URLS and redirecting search engine crawlers to the new location of web assets is like doing surgery on a website: Done properly, health is maintained and restored. Do it wrong, and the results can be disastrous and can lead to dramatic drops in both volume and quality of traffic.

This session covers hard data on the difference between using 301, 302 and other forms of redirects. You'll learn how quickly Google reacts to redirects, how soon pages are indexed and how much link weight is passed from an old URL to a new URL.

Whether you're doing a full-scale site migration or just using shortened URLs for marketing and sales, this session will give you confidence that you are not leaving any redirect behind.

Moderator

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

The New 1+1=3: Using Search Marketing to Amplify TV Buys

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    BOTH
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    Brands

Overview

The concept of a "channel" is rapidly becoming obsolete. Consumers simply want to consume content they want, when they want it, and on whatever device they choose. As marketing budgets shift from traditional to digital, finding ways to amplify and extend traditional TV with search can make the difference in a successful marketing campaign.

In this session, join Catalyst and Bing for insights gained from their new industry research that illustrates the potential for integrated online and offline campaigns, with specific guidelines on how to use paid search to amplify TV campaigns.

Moderator

Chris Sherman
Partner & VP Event Programming, Third Door Media, Inc., @CJSherman
11:00 AM-11:25 AM

The Power of Google Featured Snippets in 2016 - Analysis, Case Studies, and Recommendations

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    SEO
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    SEO

Overview

Featured snippets, also known as "rich answers" or "direct answers," zoom to the top spot in Google's search results. To grab this prime and highly coveted real estate is easier than you think and can make a huge difference in driving quality traffic to your sites.

Our speaker will present examples of featured snippets from across industries, explore several case studies and provide comprehensive SEO recommendations for getting Google to consider your content as a featured snippet for specific types of queries.

Moderator

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

Searching for Searchers Outside The Search Box

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    BOTH
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    Brands

Overview

Search is evolving rapidly, moving off the desktop and outside the search box into products like personal digital assistants powered by AI, bots and virtual reality devices. The future is now for search.

In this session, Microsoft's Christi Olson will show you how SEM, SEO, social and programmatic fit into the evolving world of intent-based marketing and what you can do to shift your strategies to meet your audience in the moment, where they are, with the right message.

Moderator

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

Better Safe Than Sorry With HTTPS

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    SEO
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    SEO

Overview

If securing your customer data and privacy isn't high on your list of priorities, it will be after attending this session. Google has been encouraging publishers to secure their sites using the HTTPS/SSL protocol by offering a slight ranking boost.

Moderator

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

The Art Of Engaging Customers In A Multi-Channel World

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    BOTH
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    Brands

Overview

Marketing is hard; don't let anyone tell you differently. Customers' needs change daily, new channels pop up weekly, and attribution continues to be a major challenge. Don't even get The Home Depot's Erin Everhart started on properly measuring results.

What she'll share with you in this session will help you unclutter some of the chaos. She'll start with what really drives a customer to purchase, including persuasion tactics and how to use emotions to your advantage. She'll then dive into specific targeting strategies and walk through how all channels work together to create a cohesive marketing strategy, such as how TV influences both paid and organic search, how to make your content work smarter, not harder, and how the heck beacons fit into this mix.

Moderator

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

2:45 PM - 3:30 PM

Refreshments & Expo Hall

(open to Expo+ pass holders)

3:30 PM-4:45 PM

How To Find, Hack & Build Great AdWords Scripts

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    SEM
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    SEM

Overview

AdWords scripts can do so many things: run reports, manage bids, create ads, build entire campaigns and more.

In this session, we'll show you how and where to find useful pre-written scripts, how to edit them to suit your own purposes and how to build basic scripts yourself from scratch.

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

Conquering Google Display & Gmail Ad Targeting

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    SEM
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    Brands

Overview

Not quite sure how to get the most out of all the targeting options for Google Display campaigns? Don't feel like you've mastered Gmail ads yet?

In this session, you'll learn how to target on the GDN with confidence and create targeted, relevant Gmail campaigns that click with users.

Moderator

Ginny Marvin
Contributing Editor, Marketing Land, @ginnymarvin
3:30 PM-3:55 PM

What You Need To Know About Google App Indexing

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    SEO
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    SEO

Overview

Google is aggressively pursuing the discovery of content within Android and iOS apps through App Indexing. Getting App indexing right can improve your mobile user experience, drive higher engagement and lead to better conversions.

This session takes a deep dive into the technical implementation of App Indexing and the Google App Indexing API, with case studies that reveal results you can achieve by implementing these techniques. You'll also hear about common pitfalls and errors you can expect when you implement indexing of your own apps.

Moderator

Chris Sherman
Partner & VP Event Programming, Third Door Media, Inc., @CJSherman
3:55 PM-4:20 PM

What You Need To Know About Apple iOS App Search & Universal Links

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    SEO
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    SEO

Overview

Not to be outdone by Google, Apple has introduced its own version of searching for content within iOS apps. Developers can mark up the content within their apps to be found by users of any Apple device, whether they have your app installed or not.

Our speaker will demonstrate the technical implementation of index actives, web markup content and universal links and discuss some of the common problems you may experience with indexing iOS apps.

Moderator

Chris Sherman
Partner & VP Event Programming, Third Door Media, Inc., @CJSherman
4:20 PM-4:45 PM

Eye Tracking Update: How Users View & Interact With Mobile Search Results

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    All
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    SEO

Overview

Back in 2005, a groundbreaking eye-tracking study found that people searched in a distinctive "triangle" pattern on Google search result pages. Today, with more people searching on mobile devices than desktops, the ways people interact with search results has changed.

This session presents findings from a recent eye-tracking study on mobile devices, illuminating increasingly sophisticated searcher behavior and the best SEO practices to optimize for mobile searching and conversion.

Moderator

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

Speakers

Chris Pinkerton

Vice President, Client Development, North America, Mediative, @chrispinkerton

8:00 PM-11:00 PM

The Search Engine Land 2016 Landy Awards

10:45 AM-11:10 AM

Google Analytics Power-Reporting For SEO And SEM

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    BOTH
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    Analytics & Conversion

Overview

Google Analytics reigns as a free, powerful platform for understanding the performance of your website(s).

With the release of Universal Analytics, there are many new ways to take advantage of the data you are collecting to analyze and report on your AdWords performance. You can now cross-pollinate data from AdWords to Google Analytics and automate reporting in Google Drive through the Google Analytics API. With these new capabilities, you can create and share custom reports and dashboards with your teams, management and vendors.

This session shows you how to connect the dots and take advantage of these powerful features.

Moderator

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

Speakers

Andrew Garberson

Manager of Search, LunaMetrics, @garberson
11:10 AM-11:35 AM

Art Meets Insight: Eye Catching Visualizations For Better Analytics

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    SEO
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    Analytics & Conversion

Overview

A picture is worth a thousand words, especially when it comes to understanding your search and analytics data. Graphical visualizations can help:

  • gain insights into traffic and conversion activity
  • illustrate site architecture with a network graph
  • demonstrate competitive threats with a treemap
  • describe untapped opportunities with a Venn "blob"
  • tell customer stories with a word cloud

Learn how to tap into the right side of the brain to see the full "big-picture" effectiveness of your online marketing campaigns.

Moderator

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

Speakers

Paul Shapiro

Organic Search Director, Catalyst, @fighto
11:35 AM-12:00 PM

Rethinking Conversion Optimization

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    SEM
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    Analytics & Conversion

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. But regardless, 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 websites applied these principles to improve conversions and how you can apply them to improve yours.

Moderator

Chris Sherman
Partner & VP Event Programming, Third Door Media, Inc., @CJSherman
1:00 PM-1:25 PM

RLSA Will Save the Day!

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    SEM
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    SEM

Overview

If you're an advertiser in a competitive vertical, we feel your pain! How's a PPC marketer going to drive increases in conversion volume while also driving down costs in this era of flat conversion rates and rising CPCs? You might think the golden age of PPC is behind us, yet the future has never been brighter. Creative PPC marketers are creating unusual integrated campaigns involving RLSA that reduce CPCs by 3x to 5x, while also increasing conversion rates by 3x to 5x.

Skeptical? Come to this session and prepare to be persuaded that there's a better way to do paid search in competitive verticals.

Moderator

Chris Sherman
Partner & VP Event Programming, Third Door Media, Inc., @CJSherman
1:25 PM-1:50 PM

The Lowdown On Google Customer Match One Year Later

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    SEM
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    SEM

Overview

When it launched in late 2015, Customer Match was lauded as a game-changer for Google, allowing advertisers to target users based on email addresses. This opened up new possibilities with ad messaging, bidding and landing pages and has been powerful for reactivating dormant buyers and email list unsubscribers for advertisers.

This session explores the challenges of Customer Match with building lists that meet Google's minimum audience size requirements, particularly for B2B brands, and compares potential volume and value to the more established RLSA product to give advertisers an idea of where the best value lies.

Moderator

Chris Sherman
Partner & VP Event Programming, Third Door Media, Inc., @CJSherman
1:50 PM-2:15 PM

TBA

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

DAY 3 - September 29th

7:30 AM-9:00 AM

Breakfast/Registration

9:00 AM-10:15 AM

Conversion Rates & The Law of Diminishing Astonishment

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    Analytics & Conversion

Overview

Not quite sure how to get the most out of all the targeting options for Google Display campaigns? Don't feel like you've mastered Gmail ads yet?

In this session, you'll learn how to target on the GDN with confidence and create targeted, relevant Gmail campaigns that click with users.

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 the performance of mature campaigns. You'll learn the right tactics, processes and best practices that have worked to minimize the Law of Diminishing Astonishment and find new ways to reignite growth in your campaigns.

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

SEO Site Clinic

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This interactive session takes volunteers from the audience and examines their websites in real time to provide feedback about how to improve them to gain more traffic from search engines.

Moderator

Jessica Thompson
Associate Features Editor, Search Engine Land, @jessotron
9:00 AM-9:25 AM

20 Link Building Stories That Will Save your Site

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Wondering why your site suddenly disappeared from organic results? Want to prevent that from happening in the future?

This session unearths link building worst practices that result in penalties, and shows you -- step-by-step -- how to avoid (or fix) them. You'll learn to identify what search engines consider manipulative behaviors that trigger penalties, including domain registration information, site structure, referring pages, and of course, improperly constructed links themselves.

Moderator

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

Speakers

Sha Menz

Lead Software Architect / Link Removal Specialist, rmoov.com, @ShahMenz

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

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Overview

Many PPC marketers have tried opting into mobile search and have seen poor results, including lower CTR, low SERP visibility, terrible conversion rates and 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?

In this session, you'll learn how to take your SEM campaigns to the next level with best practices, case studies and approaches that take advantages of the unique opportunities available to mobile advertisers.

Moderator

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

Speakers

Maddie Cary

Director of Paid Search, Point It, @MaddieMarketer
9:25 AM-9:50 AM

Content Marketing: The New Force In SEO Performance

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Overview

Brands face unique challenges when it comes to paid search, such as maintaining brand image within restrictive headline and description requirements, ensuring that testing takes into account other branding efforts, following trademark guidelines and so on. Brands also face major SEO challenges, such as coordinating the ownership of keywords, content and other important assets with various other marketing groups.

Come hear how brands are handling these and other challenging issues in their search marketing campaigns.

Moderator

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

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

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Overview

How often have you seen an ad for a product you've recently purchased? How many times have you been forced to see ads for prom dresses your daughter previously viewed on your shared tablet while you're reading The Hockey News? These are just two common mistakes that needlessly waste budgets and annoy users.

In this session, learn how to carefully fine-tune your retargeting for maximum impact and how to tailor campaign settings like viewing caps, audience segmentation, cookie duration, day and time and other parameters to make sure your ads aren't creating a negative impression with potential customers.

Moderator

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

Adaptable Content: The "New Organic" SEO

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Customer expectations of digital channels continues to increase dramatically placing more and more demands on your website, content and SEO. Learn how the SEO team at Intel developed and is evolving a new formula to assess content opportunities based on search insights & data. This new approach ensures its site is meeting customer demands and expectations by balancing critical "always on" content with a unique support layer that directly aligns customer interests & demand to Intel's products and offerings.

In this session, Intel's chief architect of digital strategy and execution Laura-Ann Mitchell will reveal the key points of their strategy, explain the framework and show you how you can start to build an adaptable strategy designed for today's customers.

Moderator

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

Speakers

Laura Ann Mitchell

SEO Manager, Intel, @intel

Location Targeting: The Benefits Of Thoughtful Segmentation

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Overview

The benefits of location targeting are obvious for local businesses, but adding geographical nuance to ads can enhance the effectiveness of just about any advertising campaign.

In this session, you'll learn to use location targeting to maximize performance and "wow" prospects through a tailored experience for searchers from a particular location.

Moderator

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

10:15 AM-10:45 AM

Refreshments

10:45 AM-12:00 PM

TBA

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Moderator

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

Getting Images Right In Paid Search

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Overview

Images are central to many types of search and social advertising, and there are easily as many ways to fail with images as win with them.

In this session, we'll cover the essential elements of successfully integrating images into ads across all platforms and networks. We'll look at issues like:

  • the psychology of images, colors, and text
  • how to think about images for various demographic and geographic audiences
  • where to find the best stock images
  • when not to use stock images

We will also cover licensing, copyrights, usage issues and much more.

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

Social Media Clinic

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Got questions about best practices for Twitter, Facebook, Pinterest or other social media sites? Our panel of experts will help solve your most vexing social media marketing issues.

Moderator

Lauren Donovan
Community Manager, Search Engine Land and Marketing Land, @beebow