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SMX East 2016 Agenda

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Expo Hall Hours:

Tuesday, September 27: 12pm-6pm

Wednesday, September 28: 10am-4pm

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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.

Speakers

SImon Heseltine

Global Head of SEO, Hewlett Packard Enterprise

Amber Fehrenbacher

Chief Marketing Officer, SuretyBonds.com, @afehrenbacher

Scott Nickels

Director, Audience & Engagement, Hearst Autos, @scott5cents

Moderator

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

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

Pauline Jakober

PPC Director, Group Twenty Seven, @grptwentyseven

Virginia Tonning

Global Manager of Paid Search, Schneider Electric, @vtonning

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!

Speakers

Adam Dorfman

SVP, Product and Technology, SIM Partners, @phixed

Dan Leibson

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

Conrad Saam

Director, Atticus Marketing, @conradsaam

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.

Speakers

Christine Churchill

President, KeyRelevance, @keyrelevance

Moderator

Debra Mastaler
President, Alliance-Link, @debramastaler

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.

Speakers

John Shehata

Vice President, SEO, Conde Nast, @jshehata

Adam Greenberg

Global Product Partnerships, Google, @adamgreenb

Elite Truong

Product Manager, Partner Platforms, Vox Media, @elitetruong

Moderator

Danny Sullivan
Founding Editor, Search Engine Land, @dannysullivan

Exploring The Upcoming AdWords & Bing Ads Changes

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    SEM
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    SEM

Overview

AdWords & Bing Ads are the midst of a huge change with device modifiers, expanded text ads and more. These changes raise many questions for advertisers: Should you create mobile only campaigns? Do you need to run old text ads with your new ads? What do these changes actually mean to you? In this session, we will explore these new options and devise new strategies for taking advantages of these changes.

Speakers

Andy Taylor

Senior Research Analyst, Merkle | RKG

Aaron Levy

Manager of Client Strategy, Elite SEM, @bigalittlea

Purna Virji

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

Moderator

Brad Geddes
Founder, AdAlysis, @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.

Speakers

Alan K'necht

Analytics, Social & SEO Speicalist, K'nechtology Inc., @aknecht

Manny Rivas

VP, Client Services, AimClear, @mannyrivas

Thomas Walle

CEO, Unacast

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.

Speakers

Matt Van Wagner

President, Find Me Faster, @mvanwagner

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

The Science of Advertising

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    Plus Session

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Overview

The great Brand Bidding debate: get the latest research from Bing to create a winning brand campaign. Want to beat your competition? We'll share the latest Bing data on New Trending Queries and what that means for your PPC campaigns. Presented by The Bing Data Science Team - Angela Bahreyni (Sr. Data Scientist) & Matt Fisher (Sr. Demand Manager).

Speakers

Angela Bahreyni

Search Insights Manager, Bing

Matt Fisher

Senior Program Manager, Bing

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.

Speakers

Mark Traphagen

Senior Director of Marketing, Stone Temple Consulting, @marktraphagen

Maggie Malek

Head of Social Media, MMI Agency, @MagsMac

Don Willis

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

Moderator

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

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!

Speakers

Brad Geddes

Founder, AdAlysis, @bgTheory

Sahil Jain

CEO & Co-founder, AdStage Inc., @sahilio

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.

Speakers

Chris Humber

Head of Search, Catalyst, Part of GroupM Connect, @ChrisHumber

Elizabeth Marsten

Director of Paid Search, CommerceHub, @ebkendo

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!

Speakers

Debra Mastaler

President, Alliance-Link, @debramastaler

Moderator

Christine Churchill
President, KeyRelevance, @keyrelevance

Excel & Data Storytelling

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Become a power house data story teller. We'll show you the latest Excel tips, Excel PPC tactics and how to use data visualization to bring your data and PPC successes to life. Presented by Purna Virji (Sr. Client Dev & Training Manager) & Robin Hall (Search Insights Manager).

Speakers

Purna Virji

Sr. Client Dev & Training Manager, Bing

Robin Hall

Search Insights Manager, Bing

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.

Speakers

Sahil Jain

CEO and Co-founder, AdStage Inc., @sahilio

Tara Siegel

Sr. Director of Social, Pepperjam, @TSiegel21

Maggie Malek

Head of Social Media, MMI Agency, @MagsMac

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.

Speakers

Purna Virji

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

Susan Wenograd

Partner & SEM Manager, Five Mill, Inc, @susanedub

Kirk Williams

Owner & Minion, ZATO, @PPCKirk

Moderator

Ginny Marvin
Contributing Editor, Marketing Land, @ginnymarvin

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.

Speakers

Shari Thurow

Founder and SEO Director, Omni Marketing Interactive, @sharithurow

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

Ad Copy Masters

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Overview

Combine science and creativity to get the greatest performing Ad Copy. We'll share Bing insights, host a writing demo and share Bing research to guarantee you get the most out of your text ads. Presented by Rachel Rogowin & Brad Geddes.

Speakers

Rachel Rogowin

Senior Client Development & Training Manager, Bing

Brad Geddes

Founder, AdAlysis
3:30 PM-3:55 PM

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

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    SEO
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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.

Speakers

Stoney deGeyter

CEO, Pole Position Marketing, @StoneyD

Moderator

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

The 2016 Quantitative Local SEO Ranking Factors Study

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    SEO
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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.

Speakers

Dan Leibson

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

Andrew Shotland

President, Local SEO Guide, @localseoguide

Moderator

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

Satisfying The Need For Speed

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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.

Speakers

Fili Wiese

SEO Consultant, SearchBrothers, @filiwiese

Moderator

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

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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    General

Overview

Combined, the editors of Search Engine Land have decades of industry experience, and they'll be on hand during the Evening Forum for an anything-goes discussion guided by your questions and comments. There's no agenda, no PowerPoint presentations, nothing formal. Just the Search Engine Land editors with some microphones, letting the audience guide where things go. See you there!

Speakers

Ginny Marvin

Contributing Editor, Marketing Land, @ginnymarvin

Barry Schwartz

News Editor, Search Engine Land, RustyBrick, @rustybrick

Matt McGee

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

Greg Sterling

Founding Principal, Sterling Market Intelligence, @gsterling

Moderator

Danny Sullivan
Founding Editor, Search Engine Land, @dannysullivan

7:30 PM-9:30 PM

Janes of Digital Venue: Shop Studios
528 W 39th St, Floor 3, New York, NY 10018
Janes of Digital is a stylish event, is a platform for women who work in search and digital and is a place where all are welcome - this includes men. Come for the panel discussion on equity, diversity and inclusion. Stay for the drinks, networking and stimulating conversations. There is limited space so pre-registration is requested. Learn more & RSVP now: http://www.janesofdigital.org.

Calendar

DAY 2 - September 28th

7:30 AM-9:00 AM

Breakfast/Registration

9:00 AM-10:00 AM

Keynote Conversation: What's New And Cool At Google

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    SEM
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    General

Overview

Google continues to innovate and announce new products and services that benefit all search marketers. In this wide-ranging keynote conversation, come hear Google's Jerry Dischler, Vice President, Product Management, AdWords, and Babak Pahlavan, Senior Director, Measurement and Analytics discuss the recent changes to AdWords & Analytics, including new "mobile-first" bidding support, "promoted pins" to put advertisers on Google Maps, longer text ads, as well as the roadmap for attribution for Google as a whole.

You'll also be the first to hear about a new free product that Google will announce during this can't-miss keynote conversation.

Speakers

Jerry Dischler

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

Babak Pahlavan

Senior Director of Measurement & Analytics, Google, @babakph

Moderator

Ginny Marvin
Contributing Editor, Marketing Land, @ginnymarvin

Co-Moderator

Greg Sterling
Founding Principal, Sterling Market Intelligence, @gsterling

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

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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.

Speakers

Ted Ives

Owner, Ted Ives Consulting, @tedives

Susan Waldes

President, Five Mill, @suzyvirtual

Jake Pinocchio

Digital Marketing Associate, Red Ventures, @jpinocchio

Moderator

Brad Geddes
Founder, AdAlysis, @bgTheory

Brands Talk Search Marketing

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    All
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    Brands

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.

Speakers

Daniela De Simone

Senior Digital Marketing Manager, Avis Budget Group

Erin Everhart

Senior Manager, Media Strategy, The Home Depot, @erinever

Julie Collins

Vice President, Integrated Brand Marketing, Morgan Stanley

Simon Heseltine

Global Head of SEO, Hewlett Packard Enterprise

Moderator

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

You Ask, We Answer: SEO AMA with Bruce Clay and Duane Forrester

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Every time Bruce Clay and Duane Forrester open the floor to questions, it’s a packed room. That’s because there’s no substitute for results and experience. If you’ve run into an SEO roadblock, they’ve implemented an effective solution.

Bring your questions to this AMA session open to all comers. Bruce Clay is an expert veteran who has been optimizing websites for search rankings since 1996 – two years before Google. Duane Forrester is a former search engine rep and noted industry expert. They are both in the running for best hair in the biz. Come to the session to cast your vote and get answers to all your SEO questions.

Speakers

Bruce Clay

Founder & President, Bruce Clay, Inc.

Duane Forrester

Vice President, Organic Search Operations, Bruce Clay Inc.
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 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.

Speakers

Tony Edward

Senior SEO Manager, Elite SEM, @tonyenyc

Moderator

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

Moderator

Barry Schwartz
News Editor, Search Engine Land, RustyBrick, @rustybrick
11:35 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.

Speakers

Aleyda Solis

International SEO Consultant, Orainti, @aleyda

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.

Speakers

Justin Freid

Vice President Of Emerging Media, CMI Media, @justin_Freid

Susan Wenograd

Partner & SEM Manager, Five Mill, Inc, @susanedub

Moderator

Brad Geddes
Founder, AdAlysis, @bgTheory

Ads, Bidding and Experiments in 2016

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Overview

This year has been a big one for AdWords. Ads and bidding, two fundamental elements of digital marketing, have seen huge changes. Join us for a session about how you should respond to those changes, including a detailed dive into setting up rigorous and insightful experiments that ensure you're making the right changes.

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.

Speakers

Christoph Cemper

Founder & CEO, LinkResearchTools GmbH, @cemper

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.

Speakers

Kerry Curran

Sr. Partner, Managing Director, Marketing Integration, Catalyst, @KSCDigitalPulse

Itir Aloba-Curi

Bing Ads Insights Lead, Microsoft

Moderator

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

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," zoom to the top spot in Google's search results. While nobody can tell you with 100% certainty how to get them, there are definitely some best practices to follow to attempt to grab this prime and highly coveted real estate, which 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.

Speakers

Glenn Gabe

President, G-Squared Interactive, @glenngabe

Moderator

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