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SMX London 2017 Agenda

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Calendar

Tuesday - 23rd May

8:00 AM-9:00 AM

Breakfast & Registration

9:00 AM-10:00 AM

Welcome and Keynote

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    General

Overview

What's New And Cool At Google

Google continues to innovate and announce new products and services that benefit all search marketers. Juan Felipe Rincon, Global Lead, Search Outreach leads a team at Google whose mission is to help marketers create great online content and make it easily accessible to users. In this wide-ranging keynote conversation, he'll discuss recent changes at the search giant and how they impact search marketers. Offering insights on everything from the rollout of Accelerated Mobile Pages to the long-awaited real-time Penguin update, he'll also give you a glimpse at what the future holds for online marketing.

(open to Expo+ pass holders)

Speakers

JuanFelipe Rincon

Global Lead - Search Outreach, Google

Moderator

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

10:00 AM-10:45 AM

Expo Hall Grand Opening & Refreshments

10:45 AM-12:00 PM

SEO For Google's Mobile-First Index & Mobile-Friendly World

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    SEO
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    SEO

Overview

Google is now using a mobile-first index that is based on how a mobile device would crawl the web. This is a radical change from how Google previously indexed the web with a desktop-first approach. This change has major ramifications for SEOs and webmasters.

Our speakers will 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.

Speakers

Chris Pinkerton

VP, Enterprise Development, Media & Research, Mediative, @chrispinkerton

Pete Campbell

Managing Director, Kaizen, @petecampbell

Nick Wilsdon

SEO Lead - Global Channel Optimisation, Vodafone, @nickwilsdon

Moderator

Bastian Grimm
CEO & Director Organic Search, Peak Ace AG, @basgr

12:00 PM-1:00 PM

Lunch & Expo Hall Time

1:00 PM-2:00 PM

AMP: The Next Generation

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    SEO
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    SEO

Overview

AMP -- Accelerated Mobile Pages -- is no longer an up-and-coming experimental project. AMP is now integrated into Google's regular results. Use of AMP has expanded far beyond publishers - it is now being deployed by retailers and others.

This session explores the latest AMP developments and what you should do to take advantage of them to deliver your content faster and reap the search result rewards.

Speakers

John Cole

Chief Customer Officer, Ezoic, @Ezoic

Dawn Anderson

International SEO Consultant / Director / Lecturer, Move It Marketing / Manchester Metropolitan University, @dawnieando

Moderator

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

The State of Digital Advertising in 2017: Trends, Challenges and Opportunities (1:00PM-1:45PM)

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    Plus Session

Presented by:

Overview

During this session, we will explore:

  • How current digital advertising trends are shaping paid search and social investments in 2017?
  • Integrating search and social data to optimise ad spend, enable cross-channel targeting and maximise revenue
  • The ROI of desktop search in a mobile-first world and how to deliver the best cross-device results

(open to Expo+ pass holders)

Speakers

Caroline Delacroix

Global Director of Product Consulting, Marin

2:00 PM-2:05 PM

Transition

2:05 PM-3:00 PM

SEO & Social: A Match Made In Marketing Heaven

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    SEO

Overview

SEOs spend their days worrying about things like on-page content, structured data, technical issues and other high-precision tasks. By contrast, social media marketers spend most of their time on external sites, creating spontaneous content and focusing on relationships rather than technical issues. Sounds like oil and water, right?

The reality is that these two teams can be highly complementary, supporting and reinforcing their efforts for mutual benefit. In this session, our panelists will show you how they got the SEO and social media tribes to cooperate to supercharge their overall marketing campaigns.

Speakers

Jeff Ferguson

CEO, Fang Digital Marketing, @fangdigital

Samantha Hearn

Head of social media, Anicca Digital, @_thesocialsam

Moderator

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

3:00 PM-3:30 PM

Refreshments & Expo Hall Time

3:30 PM-4:30 PM

The Latest In Advanced Technical SEO

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    SEO

Overview

You've mastered the SEO technical basics, but even most battle-scarred veterans are challenged when they dive into the murky world of web site infrastructure. URL parameter facets + pagination + canonicalization? Mobile + international versions? Local/geo + rel next/prev + AJAX + JavaScript + HTTPS? If you're stumped, you're in good company. Come hear how the experts tackle the crazy, complicated technical issues that sabotage even the best SEO efforts.

Speakers

Dawn Anderson

International SEO Consultant / Director / Lecturer, Move It Marketing / Manchester Metropolitan University, @dawnieando

Mikkel deMib Svendsen

CEO & Partner, Waimea Digital, @demib

Patrick Stox

Technical SEO Specialist, IBM, @patrickstox

Moderator

Mikkel deMib Svendsen
Founding Partner & Director of R&D, Waimea Digital, @demib

Attribution Success In A Cross-Device World

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    Analytics, Conversion & Reporting

Overview

With mobile search volume now exceeding desktop, marketers are facing new challenges in understanding how and if their campaigns are succeeding. Google, Microsoft, Facebook and others all have various approaches for measuring and reporting cross-device impact.

In this session, we'll take an in-depth look at how marketers are approaching new data that's now available, including Google's estimated total conversions reporting, proper modeling and tagging for better cross-device attribution.

Speakers

Rebekah Schelfhout

Associate Head of PPC, Merkle | Periscopix, @rebekahtweet

Moderator

Brad Geddes
Founder, AdAlysis, @bgTheory

4:30 PM-4:35 PM

Transition

4:35 PM-5:30 PM

Future-Proofing Your SEO

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    SEO
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    SEO

Overview

So your website is a model of SEO technical best practices, but you want to know what to focus on next. What will be the next algorithm change that will hurt unprepared websites? Which new trends are going to be a good investment for the future? Conversely, what technology solutions will become dead-ends, like the method for making AJAX indexable that Google abandoned? Come hear how you can solve performance issues and future-proof your site without sacrificing SEO.

Speakers

Hannah Thorpe

Head Of SEO, White.net, @hannahjthorpe

Stephen Kenwright

Director of Search, Branded3, @stekenwright

David Carralon

Head of International SEO, CareerBuilder France, @davidcarralon

Moderator

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

5:30 PM-6:30 PM

Reception

Calendar

Wednesday - 24th May

8:00 AM-9:00 AM

Breakfast & Registration

9:00 AM-10:15 AM

Conversion Rates & The Law of Diminishing Astonishment

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    SEM
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    Analytics, Conversion & Reporting

Overview

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

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

(open to Expo+ pass holders)

Speakers

Joe Doveton

Business Director, Fresh Egg, @dovetonjoe

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner
9:00 AM-9:25 AM

Why Going Global Is Essential To Your Business

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    SMX Advanced

Overview

As the world becomes increasingly connected, it's becoming more vital than ever for virtually all businesses - regardless of size - to have a global online presence. And taking a one-size-fits-all approach won't cut it. Learn from Frederic Schaub, Marriott International's Digital Services Senior Manager of Global Strategy as he discusses the right (and wrong!) approaches to international SEO, PPC, social and content, and how marketers can win when going global.

Speakers

Frederic Schaub

Senior Manager, Global Strategy | Marriott Digital Services, Marriott International, @MrFred_S

Moderator

Mikkel deMib Svendsen
Founding Partner & Director of R&D, Waimea Digital, @demib
9:25 AM-9:50 AM

Faster: How To Develop Content That Converts More Quickly

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    SMX Advanced

Overview

Many marketers overlook significant data from search, social media, call centers and CRM databases that can be leveraged to create content designed to more quickly capture qualified leads and generate sales. Using real examples from Fortune 100 companies he's worked with, Bill Hunt, co-author of the best selling book "Search Engine Marketing, Inc." will demonstrate how to tap into this data, mine the insights and develop the content plan that will take your programs to the next level.

Speakers

Bill Hunt

President, Back Azimuth Consulting, @billhunt

Moderator

Mikkel deMib Svendsen
Founding Partner & Director of R&D, Waimea Digital, @demib
9:50 AM-10:15 AM

Optimising Content For Voice Search & Virtual Assistants

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    SMX Advanced

Overview

In the age of mobile devices and virtual assistants, the future of SEO requires optimizing content for voice search. New devices such as Apple's Siri, Amazon Echo and Google Home are further accelerating the trend toward voice search. Marketers and merchants must prepare now for a future in which voice and virtual assistants play a much larger role in content discovery and conversions. This session explores how to optimise your content and user experience for a future in which half or more of all queries will be voice-driven.

Speakers

Pete Campbell

Managing Director, Kaizen, @petecampbell

Moderator

Mikkel deMib Svendsen
Founding Partner & Director of R&D, Waimea Digital, @demib

10:15 AM-10:45 AM

Refreshment Break & Expo Hall Time

10:45 AM-12:00 PM
10:45 AM-11:10 AM

Ranking Factors In 2017: What's Important, What's Not

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    SMX Advanced

Overview

With loads of guesswork and assumptions, the debate about Google ranking factors is never ending and evolves with every major algorithm update. In this session, come hear the results of a comprehensive ranking study conducted by SEMrush. The study examined 600,000 keywords and data volume was big enough to provide a local perspective and identify local differences for the U.S., U.K., Australia and major European countries.

Speakers

Olga Andrienko

Head of Social Media, SEMrush, @olgandrienko

Moderator

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

Data Driven Marketing: A How-To Guide

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    SMX Advanced

Overview

Dispel the myth of impossible to build data driven strategies. Follow Russell's structured approach to align your full marketing stack to be completely powered by data. To build a strategy you need an in-depth understanding of all the complexities involved, from initial creation all the way to analysis of seasonality and external trends - and the only way to do this is through data. This is the future of marketing.

Speakers

Moderator

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

All Google Manual Penalties Explained

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    SEO
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    SMX Advanced

Overview

Former senior Google Search Quality team member Kaspar Szymanski explains all Google manual penalties, their impact on your website and how to deal with them swiftly and successfully. You'll learn:

  • What types of penalties exist?
  • How do they impact my website?
  • How to successfully remove any penalty,
  • How to communicate with Google, and
  • How to avoid manual penalties in the future.

Speakers

Kaspar Szymanski

Co-Founder, SearchBrothers.com, @kas_tweets

Moderator

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

12:00 PM-1:00 PM

Lunch & Expo Hall Time

1:00 PM-2:15 PM

Fun With Google Analytics

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    Analytics, Conversion & Reporting

Overview

Everyone knows the value of Google Analytics, but very few companies are inputing and extracting all the data possible from this powerful tool. In this session, we will look at valuable ways to use Google Analytics that can help improve any marketing discipline - from SEO to PPC and beyond.

Speakers

Arnout Hellemans

Analytics / Conversion Consultant, Onlinemarkethink / 2care4kids, @hellemans

Ayat Shukairy

Co-founder, Invesp, @ayat

Christina Sanders

Enterprise Campaign Manager, 97th Floor, @ChristinaHSan

Moderator

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

21 Ways To Fine-Tune A PPC Account

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    SMX Advanced

Overview

We've all faced the challenge of trying to manage all the moving parts of an account, running up against conflicting priorities, or even feeling overwhelmed by not knowing what to do next. In this session, seasoned AdWords professional Andrew Goodman will show you how to whip a mediocre account into boss-happy shape by swiftly taking a series of actions in one direction only: tightening. These are guaranteed ROI-boosters. You'll take away definitive ideas for not one, not two, but 21 different actions you can take to regain control of a balky PPC account by eliminating common -- but often hidden -- areas of waste.

Speakers

Andrew Goodman

President, Page Zero Media, @andrew_goodman

Moderator

Christine Churchill
President, KeyRelevance, @keyrelevance
1:25 PM-1:50 PM

Spot-On Targeting With Location-Based Ads

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    SMX Advanced

Overview

63% of smartphone users want ads to be customised to their location, and they want those ads to react to their immediate surroundings, not just be localised to their city. Location-based ads, or LBA's, are not only preferred by consumers, but they lead them to visit stores and/or make purchases at higher rates than generic brand messages.

Caleb Donegan will walk you through the science of why consumers gravitate to geographically relevant ads, best practices for localizing ads and targeting and offer case studies of big brands reaching a level of micro-relevance never seen before in search engine marketing.

Speakers

Caleb Donegan

VP, Product & Digital Strategy, Balihoo, @calebdonegan

Moderator

Christine Churchill
President, KeyRelevance, @keyrelevance
1:50 PM-2:15 PM

Harnessing The Power Of Facebook Sequential Ads

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    SMX Advanced

Overview

Advertisers have long known that ads that tell a compelling story are the most effective way to engage with prospects and customers. Facebook Sequential Ads allow you to tell a story before asking people to buy something, and studies have shown they are significantly more effective than ads with immediate calls to action. In this session, learn about the three main types of Sequential ads - their pros and cons and the best ad formats for them, as well as considerations and tips for planning your approach to this powerful social advertising platform.

Speakers

Tara West

Head of PPC, Etch, @Tara_Dee_West

Moderator

Christine Churchill
President, KeyRelevance, @keyrelevance

2:15 PM-2:30 PM

Break

2:30 PM-3:30 PM

Must-Have Reports For Search Marketers

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    Analytics, Conversion & Reporting

Overview

We all know good reports are essential to the process of creating and tuning effective search marketing campaigns. But apart from standard reports, there are lesser-known and specialised reports that can improve all aspects of your efforts. In this session, our experts share their own favourite reports that help them maximise returns and gain an edge on the competition.

Speakers

Elizabeth Clark

CEO & Co-Founder, Dream Agility Ltd, @dreamagility

Jeroen Maljers

CEO and Co-founder, Swydo, @swydo

Ann Stanley

Managing Director, Anicca Digital, @annstanley

Moderator

Chris Sherman
Partner & VP Event Programming, Third Door Media, Inc., @CJSherman
2:30 PM-3:00 PM

Harnessing The Power Of Online Reviews

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    SMX Advanced

Overview

Online reviews are disrupting traditional marketing tactics and are impacting customer buying decisions. According to a recent survey, 88 percent of consumers trust online reviews as much as a personal recommendations. With social media driving word of mouth today, it's critical you understand how online reviews can impact your business.

Get the facts about how reviews can impact quality of service, customer satisfaction, customer retention and customer acquisition. Learn what causes most negative comments, and get tips on how to gain more rave reviews from your top customers.

Speakers

Ben Roberts

Marketing Strategist, Heinnie Haynes, @roberts_ben_m

Moderator

Brad Geddes
Founder, AdAlysis, @bgTheory
3:00 PM-3:30 PM

Integrating Search Into Cross-Channel Marketing Campaigns

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    SMX Advanced

Overview

Several studies have proven that search can help amplify the effectiveness of multi-channel marketing campaigns. In this revealing case study, you'll learn how Wolfgang Digital weaved an integrated customer journey utilising the most recent ad formats over 10 touch-points on Facebook, Google and YouTube to deliver sales and customer advocacy for Littlewoods Ireland, resulting in the retailer's most successful Christmas campaign ever.

Speakers

Kenia Gonzalez

PPC Executive, Wolfgang Digital, @keniamex

Roisin Linnie

Head of Social, Wolfgang Digital, @RoisinThora

Moderator

Brad Geddes
Founder, AdAlysis, @bgTheory

3:30 PM-4:00 PM

Refreshment Break

4:00 PM-5:00 PM

Ask The Search Marketing Experts

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    General

Overview

Get solutions to your most vexing search marketing challenges from our panel of veteran search marketing experts. This enlightening and entertaining PowerPoint free session is a great way to wrap up your SMX London experience.

Speakers

Olga Andrienko

Head of Social Media, SEMrush, @olgandrienko

Bill Hunt

President, Back Azimuth Consulting, @billhunt

Frederic Schaub

Senior Manager, Global Strategy, Marriott Digital Services, Marriott International, @MrFred_S

Anna Shirley

PPC Team Leader, Merkle | Periscopix, @annashirley13

Moderator

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

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