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SMX London 2016 Agenda

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Calendar

Day 1 - 18th May

7:00 AM-9:00 AM

Breakfast & Registration

9:00 AM-10:00 AM

Welcome & Keynote

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    General

Overview

TBA

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-Noon

Content, Keyword Research & The Art Of Audience Engagement

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    SEO

Overview

Truly effective keyword research goes beyond the numbers game of targeting frequently occurring search terms. Brilliant keyword research attempts to get into the minds of prospects and customers, uncovering needs and desires, yielding insights that can help you create more meaningful, compelling content. Attend this session and learn how this approach to keyword research can lead to higher levels of audience engagement AND boost search rankings.

Moderator

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

Noon-1:00 PM

Lunch & Expo Hall Time

1:00 PM-2:15 PM

Link Auditing & Cleanup For Fun and Profit

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    SEO
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    SEO

Overview

Link building has changed. Many of the tried-and-true practices of the past no longer work, and some may even result in ranking penalties. So link auditing and cleanup is now more crucial than ever. But how do you go about it? How do you decide what to remove or disavow? This session explores the new best practice methods for link auditing, penalty identification, link cleanup and reporting for clients, managers and the all important "spam cops" at Bing and Google. And yes, it really can be fun... :-)

Moderator

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

2:15 PM-2:30 PM

Break

2:30 PM-3:45 PM

The Latest In Advanced Technical SEO

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    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.

Moderator

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

How Dynamic Ads Can Supercharge Your SEM Campaigns

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    SEM
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    SEM

Overview

The ultimate goal is to create a personalized ad for every searcher. While we can't yet create an ad per person, with Ad customizers, DSAs, and Dynamic Remarketing, ads can be automatically personalized based upon websites, user behavior, time of day, and many other criteria. In this session, we will examine how to create personalized ads at scale.

Moderator

Brad Geddes
Founder, Certified Knowledge, @bgTheory

3:45 PM-4:15 PM

Refreshments & Expo Hall Time

4:15 PM-5:15 PM

Essential Steps For Performing An Effective SEO Audit

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    SEO

Overview

Just as all serious businesses perform financial audits to uncover errors or performance-impacting omissions, SEO audits are crucial to assure that your sites have maximum search visibility. You'll learn the most important audit tactics and best practices for making sure your SEO efforts are having optimal impact on performance.

Moderator

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

5:15 PM-6:30 PM

Reception

Calendar

Day 2 - 19th May

8:00 AM-9:00 AM

Breakfast & Registration

9:00 AM-10:15 AM

Converting The Mobile Visitor

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    SEM
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    Social & Mobile

Overview

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? Attend this session and learn effective tactics for converting mobile visitors into customers.

Moderator

Chris Sherman
Partner & VP Event Programming, Third Door Media, Inc., @CJSherman
9:00 AM-9:25 AM

The Power Of Location

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    SMX Advanced

Overview

At a time when smartphones shape the consumer journey from dawn to dusk, there is one mission-critical piece of marketing information that has gone largely overlooked - location. Location data drives mobile consumers to your doorstep via maps, apps, directories, and search engines. It drives engagement on mobile devices. It drives greater performance and efficiency in digital and social advertising. Discover if you're fully leveraging the full power of location in this engaging session led by Jeff Rohrs, CMO of Yext and author of AUDIENCE: Marketing in the Age of Subscribers, Fans & Followers.

Moderator

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

Speakers

Jeffrey K. Rohrs

VP, Marketing Insights, ExactTarget, @jkrohrs
9:25 AM-9:50 AM

We Tried Content Marketing, And Failed

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    SMX Advanced

Overview

Content marketing is all the rage these days, but it isn't as easy as some would have you believe. In this session, hear about the mistakes an SEO agency made in trying to find the right formula for content marketing. The session will explore case studies that have resulted in no links, few shares and no conversions, identifying the key mistakes that were made and how to overcome them.

Moderator

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

Speakers

Tim Grice

CEO, Branded3, @tim_grice
9:50 AM-10:15 AM

Better Together: Bringing SEM And Dynamic Marketing To Facebook

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    SEM
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    SMX Advanced

Overview

As a search marketer, you've gathered tons of data about your campaigns, and have probably experimented with remarketing and custom audiences. Why not take those learnings and leverage them on Facebook? The world's largest social network offers exceptional reach through advertising, including dynamic product ads based on website behaviour. This session shows you how to leverage Facebook's advanced advertising options.

Moderator

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

Speakers

Gareth O'Neill

EMEA Market & Sales Development Manager, Facebook, @garethoneill

10:15 AM-10:45 AM

Refreshment Break & Expo Hall Time

10:45 AM-Noon

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

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    SEM
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    Social & Mobile

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 promising AMP pages will be integrated into its regular search results. This session covers what AMP pages are and how to prepare for their arrival.

Moderator

Chris Sherman
Partner & VP Event Programming, Third Door Media, Inc., @CJSherman
10:45 AM-11:10 AM

TBA

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    SEO
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    SMX Advanced

Overview

TBA

Moderator

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

Precision Search Targeting With AdWords Customer Match

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    SEM
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    SMX Advanced

Overview

Google's Customer Match allows marketers to create remarketing lists based on email addresses that target engaged users across the search network, YouTube and Gmail, once considered entirely separate channels. This session explores how leveraging these traditional marketing areas can revolutionize your paid search results.

Moderator

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

Speakers

Sahil Jain

CEO and Co-founder, AdStage, AdStage, @sahilio
11:35 AM-12:00 PM

PPC Hacks, Tips, & Tricks - How To Optimize Your Time

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    SEM
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    SMX Advanced

Overview

Some of the biggest challenges that PPC managers face aren't necessarily technical. They include managing a large queue of tasks with competing priorities, time management and not getting enough time for strategy. In this session, learn how to optimize your efforts with some powerful and proven hacks for running your campaigns at peak performance levels.

Moderator

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

Speakers

Kim Thomas

Director of Digital Advertising, Wheelhouse Search, @PPCkimpossible

Noon-1:00 PM

Lunch & Expo Hall Time

1:00 PM-2:15 PM

What You Need To Know About Google App Indexing

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    SEO
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    Social & Mobile

Overview

Google has been aggressively putting resources into discovering content within both Android and iOS apps through App Indexing. This session takes a deep dive into the technical implementation of App Indexing and the Google App Indexing API, with case studies that reveal the results you can achieve by implementing these techniques. Our speakers will also discuss 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
1:15 PM-1:40 PM

How Images Are Changing The Way We Search

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    SMX Advanced

Overview

Images are central to many types of search and social advertising, but using them successfully takes know-how. 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 including:

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

Moderator

Chris Sherman
Partner & VP Event Programming, Third Door Media, Inc., @CJSherman
1:40 PM-2:05 PM

Google Analytics Power-Reporting For SEO And SEM

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    SMX Advanced

Overview

All search marketers know Google Analytics is great for understanding the organic performance of a website, but until the release of Universal Analytics, few of us used it for analyzing and reporting AdWords performance. That's changed, and so should you. Start with importing goals to AdWords, automating reporting in Google Drive through the Google Analytics API, and then create custom reports and hand out dashboards to jumpstart your search marketing reporting and analysis. This session shows you how.

Moderator

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

Speakers

Andrew Garberson

Manager of Search, LunaMetrics, @garberson
2:05 PM-2:30 PM

Fact or Fiction? Data Dilemmas

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    SMX Advanced

Overview

Did you think that the digital world was structured? Think again! You don't have the number of visitors your analytics tells you, you don't have the number of customers your eCommerce system claims, you do not even have the number of web pages on your blog that you think you do!

Join Dixon Jones as he takes you down a voyage of data discovery, unraveling just why all those attempts to create easy to understand C-level dashboards and trend charts are still filled with caveats and provisos. The internet is not the structured data driven machine you might think and exposing some of the flaws can be a real eye-opener.

Moderator

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

Speakers

Dixon Jones

Director, Majestic, @Dixon_Jones

2:15 PM-2:30 PM

Break

2:30 PM-3:30 PM

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

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    SEO
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    Social & Mobile

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. Panelists 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
2:30 PM-3:00 PM

TBA

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    SEO
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    SMX Advanced

Overview

TBA

Moderator

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

The Art Of Successful Multinational, Multilingual PPC Campaigns

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    SEM
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    SMX Advanced

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Language targeting in AdWords can be tricky. You need to have a good hypothesis to test that takes into account language, location and searcher intent, to create ads that appeal both to people doing initial research as well as those who are likely to convert immediately. In this session, you'll hear how a large car-hire company successfully implemented a major multinational PPC campaign in the U.K and Europe.

Moderator

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

Speakers

Brad Geddes

Founder, Certified Knowledge, @bgTheory

3:30 PM-4:00 PM

Refreshment Break

4:00 PM-5:00 PM

Ask The Search Marketing Experts

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    SEO
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    General

Overview

During this PowerPoint-free panel, veteran search marketers answer your questions about search engine optimization. Got a puzzling issue? Wondering about a possible trend? Put it to the experts.

Moderator

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

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