Obsessed With SEO & SEM

SMX Israel 2015 Agenda

  Track A Track B Track C
7:30 – 9:00 REGISTRATION
9:00 – 9:30 Q&A With Google’s Manual Actions Penalty Team
9:30 – 10:00 BREAK
10:00 – 10:45 Managing Links: Acquiring & Disowning Google AdWords Secrets Unlocked Google Search Console: Deep Dive
10:45 – 11:00 BREAK
11:00 – 11:45 Advanced SEO Techniques Personalized Ads & Retargeting Apps: App Indexing & Deep Linking
11:45 – 12:00 BREAK
12:00 – 12:45 Mobile Friendly SEO For Google & Bing Paid Search Expert Tips & Techniques Hebrew SEO
12:45 – 14:00 LUNCH
14:00 – 14:45 The Ultimate SEO Audit Converting The Mobile User Google Now, Microsoft Cortana & Apple Siri
14:45 – 15:00 BREAK
15:00 – 15:45 Recovering From Penalties Facebook, Google+ & Twitter Techniques Dealing With Google Direct Answers
15:45 – 16:00 BREAK
16:00 – 16:45 SEOs Give Up Their Best Ideas Google Analytics Reports For SEMs Search & Social: A Winning Team
16:45 – 17:15 BREAK
17:15 – 18:00 Keynote: Google’s Gary Illyes On Search Quality

Q&A With Google’s Manual Actions Team

The morning keynote will provide a never seen before Q&A session with a member of the Google Search Quality team who work on Manual Actions. If you ever received a message about a manual action on your site from Google in the Google Search Console, this is where they come from. This session will go through commonly asked questions around manual actions such as what one has to do to get one, the best ways to reverse them and how not to receive one in the first place. There will be time for live questions from the audience as well.

Moderator: Barry Schwartz of RustyBrick

Speaker: Juan Felipe Rincón of Google

Managing Links: Acquiring & Disowning

The search ranking algorithm still highly weights links as a ranking factor. Managing both new links and existing links is a common chore for many SEOs. This panel will explore how link experts manage both acquiring great and natural links, while disavowing and managing the poor and unnatural links.

Moderator: Eli Feldblum of RankAbove

Speakers: Shlomo Wiesen of Kahena Digital Marketing and Eli Feldblum of RankAbove.

Google AdWords Secrets Unlocked

In 2014 Google released over 200 new features to Google AdWords, as you can imagine, it can be hard to stay on top of all the ways you can best leverage the search ad product. Google AdWords experts will share some of their favorite AdWords secrets with you, so that you can improve your ad quality score, cost-per-click rates, measurements and ultimately conversions.

Moderator: Ophir Cohen of Universal Mccann Digital

Speakers: Dan Perach of PPC Proz and Mark Meyerson of AmpliFind Marketing.

Google Search Console: Deep Dive

This session will be lead by Google’s very own Michael Fink. He will give you a deep dive on the Google Search Console, formerly known as Google Webmaster Tools. Google has, and continues to, make upgrades and improvements to the Google Search Console. This refresher will give you a walk through of some of the old and many of the new features in the Google search Console.

Moderator: Barry Schwartz of RustyBrick

Speaker: Michael Fink of Google

Advanced SEO Techniques

Forget title tags, content development and keyword research – let’s discuss those pesky hardcore SEO problems. This panel will dive right into big site issues, with redirect handling, AJAX and JavaScript management, managing your Google crawl budget, squashing duplicate content or thin content issues and much more. Hear from these advanced SEOs on techniques they have used to solve these everyday SEO problems.

Moderator: Mayer Reich of RankAbove

Speakers: Gil Reich of Managing Greatness, Kalman Labovitz RankAbove and Eitan Helman of Wix

Personalized Ads & Retargeting

Vast improvements in audience segmentation and message targeting has been enabled by new techniques and data accessibility through Google Analytics, Facebook, Twitter and other platforms. This ability to offer personalized ad experiences significantly impacts conversion rates and ROI. In this session, you’ll learn innovative tactics for segmenting audiences and tailoring ad campaigns that speak to prospective customers at a seemingly one-to-one level.

Moderator: Ophir Cohen of Universal Mccann Digital

Speakers: Adir Regev of GO Internet Marketing and Ophir Cohen of Universal Mccann Digital

Apps: App Indexing & Deep Linking

Apps are the new frontier in the search marketing space, almost the “wild west” of SEO. The app world in terms of SEO is rapidly changing, the latest is App Indexing, Deep Linking and App SEO. This session will go through how to get your app content in the hands of mobile users through both core ASO (App Store Optimization) and leveraging the latest in app indexing and deep linking with Google, Apple and Bing.

Moderator: Barry Schwartz of RustyBrick

Speakers: Igal Stolpner of Investing.com and Robin Schwartz of TUNE

Mobile Friendly SEO For Google & Bing

Ready? Google has said that its new mobile-friendly algorithm had a larger impact more sites than their Panda or Penguin algorithms. And though mobile SEO has much in common with traditional SEO, other factors weigh significantly in mobile search algorithms. For example, how important is the mobile user experience? Is your site responding properly to tablets vs. phones or even different types of phones? What about load time, link placement, http status codes, or the use of rich content? To be truly effective at mobile SEO, you need to pay close attention to these and other factors, and this session shows you how.

Moderator: Barry Schwartz of RustyBrick

Speakers: Ari Roth of DriveHill Media and Jonathan Weber of Marathon Studios

In this session, PPC experts will give you advanced paid search tips to give you the edge over your competitors. The session will cover how to audit your paid search campaigns, perfecting landing pages, what PPC metrics you should a voice and some amazing paid search tactics and tools you may not be aware of.

Moderator: Aaron Friedman of FiveBlocks

Speakers: Lior Krolewicz of Yael Consulting and Mark Ginsberg of f DriveHill Media

Hebrew SEO

Bringing back our classic Hebrew speaking only session. Optimizing your SEO and SEM campaigns specifically for the Hebrew speaking searcher can differ from English language searchers. We have pros on this panel who can share their experience on a basic to more advanced level. This session will be given in Hebrew, not English like all the other panels.

Moderator: Gilad Sasson of nekuda web solutions

Speakers: Adva Rogalin of Universal Mccann Digital and Gil Slovik of The Grinder Ltd.

The Ultimate SEO Audit

The SEO Audit business is booming with all the algorithmic penalties and manual actions being handed out by Google these days. Before even taking on a client, you might decide to run an audit on the web site or you may want to know how well your web site is doing. These SEO experts will provide case studies in how they conduct SEO audits for both large and small sites with content and link issues.

Moderator: Aaron Friedman of FiveBlocks

Speakers: Eli Feldblum of RankAbove and Tristan Pirouz of DeepCrawl

Converting The Mobile User

Ignoring mobile users is foolhardy in a world where mobile traffic accounts for as much as 50% of all internet traffic… and a large percentage of sales. But what’s the best way to attract and convert mobile users? Text ads? Display ads? Click-to-call offers? And what about targeting, by device, by location, or even by demographics of users on specific carriers?

Moderator: Ophir Cohen of Universal Mccann Digital

Speakers: Shay Gabay of NetFocus-Global.com and Asaf Ben Yehuda of Universal Mccann Digital

Google Now, Microsoft Cortana & Apple Siri

Search is changing quickly – today, Google and Apple are showing you search results before you even search. Google Now gives you traffic data before you head off to your next meeting. Apple gives you the weather and time to destination before you leave your home. Predictive search is just at its infancy and this session will explore what marketers need to understand to be ready for this shift in search. With Google Now On Tap and Apple Proactive Assistant, search is changing in a big way.

Moderator: Barry Schwartz of RustyBrick

Speakers: Bob Rosenschein of Curiyo

Recovering From Penalties

They say, you aren’t a real SEO until you have had a site that was penalized. Truth is, you aren’t a real SEO until you have had a site that recovered from a penalty. This session will explore the various algorithmic and manual penalties and how to take steps to recover. Specific case studies showing you what works and what does not work with penalty recoveries will be delivered in this session.

Moderator: Mayer Reich of RankAbove

Speakers: Pratik Dholakiya of E2M Solutions and Roy Hinkis of SimilarWeb

Facebook, Google+ & Twitter Techniques

This panel will explore the paid and organic side of using social networks to improve awareness and branding. The panel will review Facebook ads and Twitter ads, plus go through the free alternatives to getting your message to your audience.

Moderator: Miriam Schwab of illuminea

Speakers: Marty Weintraub of aimClear and Roy Povarchik roypovarchik.com

Dealing With Google Direct Answers

Ten blue links on a search results page is becoming a rarity. Search engines want to provide answers based on structured data and entities. Google’s Knowledge Graph is Google’s early example of those answers. How can you survive and thrive within an answer search engine?

Moderator: Barry Schwartz of RustyBrick

Speakers: Nathan Safran of Blue Nile Research and Ari Nahmani of Kahena Digital Marketing

SEOs Give Up Their Best Ideas

We’re putting it all out on the table. Top SEOs, both local and international, will be giving up their best SEO ideas to the audience. Bring your notebook, you will want to make sure to write all these down.

Moderator: Eli Feldblum of RankAbove

Speakers: Sam Michelson of FiveBlocks and Gadi Mikles of eBay

Google Analytics Reports For SEMs

You can choke on all the data generated by site visits. Even the lowest-end analytics software and services offer hundreds of canned reports, but only a few of these are relevant for SEOs and SEMs. No matter what vendor you use, these reports should be customized to increase value to your business. This session looks at the reports most useful to search marketers and how they can be tuned to reveal the most useful information to help improve the ROI of your campaigns.

Moderator: Barry Schwartz of RustyBrick

Speakers: Yehoshua Coren of Analytics Ninja LLC and Joel Janovsky of RankRanger

Search & Social: A Winning Team

Search and social media may seem like two different species, but they have plenty in common. Combine your search and social media marketing efforts and teams and maximize results of both. In this session, we’ll show you how search and social marketing teams can use their unique skills and knowledge to help each other in paid, earned and owned marketing.

Moderator: Aaron Friedman of FiveBlocks

Speakers: Marty Weintraub of aimClear and Tzvika Avnery of WiseStamp

Keynote: Google’s Gary Illyes On Search Quality

Gary Illyes is a Webmaster Trends Analyst at Google, working out of the Zurich office. He is the man behind the HTTPS algorithm, worked very closely on the mobile algorithm release and has stepped up at Google to help fill the void after Matt Cutts went on leave. Barry Schwartz will ask Gary Illyes questions that are on the minds of all SEMs. The session will end with open question and answer time from the audience.

Keynote: Gary Illyes of Google

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