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SMX London 2016 Agenda

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Calendar

Day 1 - 18th May

8:00 AM-9:00 AM

Breakfast & Registration

9:00 AM-10:00 AM

Welcome & Keynote: The Changing Landscape Of Search

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    General

Overview

With Google, the only constant is change. It is not just about keywords anymore - marketers must deal with rich content, enhanced ad options, micromoments on mobile, new integrated vertical search experiences and much more. Come hear Google's Terri Scriven offer an insider's view of the new landscape of search and what it means to marketers.

Moderator

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

Speakers

Terri Scriven

Industry Head of Hospitality, Google, @terriscriven

10:00 AM-10:45 AM

Expo Hall Grand Opening & Refreshments

10:45 AM-12:00 PM

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

Anders Hjorth
Owner, BDBL Media, @soanders

Speakers

Rachel Lindteigen

Senior Director, Content Marketing, PM Digital, @Rachelindteigen

Kevin Gibbons

Managing Director, BlueGlass, @kevgibbo

Danny Chadburn

Head of Content Marketing, Ayima, @dannychadburn

Adam Skalak

Head of SEO, iCrossing, @adamskalak

12:00 PM-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

Christine Churchill
President, KeyRelevance, @keyrelevance

Speakers

Rob Kerry

Co-Founder, Ayima, @ayima

Christoph C. Cemper

CEO, LinkResearchTools GmbH, @cemper

2:15 PM-2:30 PM

Break

2:30 PM-3:45 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.

Moderator

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

Speakers

Hannah Thorpe

Head of SEO, White.net, @hannahjthorpe

James Finlayson

Head of Search, Verve Search, @jamesfinlayson

Aleyda Solis

International SEO Consultant, Orainti, @aleyda

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

Speakers

Laura Collins

PPC Team Leader, Periscopix, @laurahc1807

Rumyana Miteva

Head of Performance Marketing, HouseTrip Ltd., @mitevar

Alistair Dent

Head of Product Strategy, iProspect, @alistairdent

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

Speakers

Nikolaj Mogensen

Head of SEO and Owned Media, GroupM Denmark, @nrmogensen

Upasna Gautam

Associate Director, Search Strategy, Rockfish, @upasnagautam

Susan Hallam

Managing Director, Hallam Internet, @susanhallam

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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    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

Brad Geddes
Founder, Certified Knowledge, @bgTheory

Speakers

Duane Brown

Performance Marketer, Unbounce, @duanebrown

Andrea Warner

President/Publisher, WhichTestWon.com, @andreawarner

Lewis Lenssen

SVP, Strategic Initiatives, Rakuten Marketing

Automation in AdWords

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    Plus Session

Overview

There's a real cost to campaign management, especially when it comes to the long-tail. Certain automated tools in AdWords can help you succeed in areas that are often too difficult to manage on a detailed level. Across automated bidding and Dynamic Search AdWords, learn how to get the most out of the tools in AdWords that can drive those long-tail conversions.

Sponsor

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

CMO, Yext & Author, AUDIENCE: Marketing in the Age of Subscribers, Fans & Followers, @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-12:00 PM

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

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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

Mikkel deMib Svendsen
CEO & Partner, Waimea Digital, @demib

Speakers

Kirsty Hulse

Head of SEO Best Practice, Linkdex, @kirsty_hulse

Tom Wigley

Head of Performance Content – UK & EMEA, Performics, @TomWigley

Pierre Far

Founder and CEO, Deliberate Digital, @pierrefar

Conversions: Capturing and Counting Them All

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    Plus Session

Overview

A customer’s interaction with your business can be carried out across different channels: online, in your store or across devices. You'll learn how to develop an end-to-end digital strategy to drive conversions across devices, online and offline, measuring each of the paths consumers can now take, and then optimizing to drive total sales across all channels.

Sponsor

10:45 AM-11:10 AM

Supercharge Your Remarketing Lists For Search Ads

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    SMX Advanced

Overview

As the PPC landscape continues to embrace people-based marketing, advertisers need to be well versed in how to leverage audience information and behaviour to enhance their campaigns. One of the first steps that search advertising took towards focusing on audiences came in the form of remarketing lists for search ads. RLSAs have come a long way since their first appearance, and this presentation is designed to provide you with everything you need to utilise them to their full potential.

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

Speakers

Tara West

Head of PPC, Etch, @Tara_Dee_West
11:10 AM-11:35 AM

Precision Search Targeting With AdWords Customer Match

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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

Matt Van Wagner
President, Find Me Faster, @mvanwagner

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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    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

Matt Van Wagner
President, Find Me Faster, @mvanwagner

Speakers

Kim Thomas

Founder / Paid Search Manager, PPCkimpossible, @PPCkimpossible

12:00 PM-1:00 PM

Lunch & Expo Hall Time

1:00 PM-2:15 PM

Double Header: Taking Optimization To The Next Level

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    SEO
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    Social & Mobile

Overview

Excellent SEO is just the price of admission these days for gaining improved online exposure. If you really want more than incremental traffic gains, you need to:

  • Optimize your website for page speed, which is both a Google ranking factor and a crucial signal for user satisfaction.
  • Create an app, and master the technical implementation of app indexing and the Google app indexing API.

Come hear our speakers discuss best practices as well as common pitfalls and errors you may encounter when pushing your technical excellence to the next level.

Moderator

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

Speakers

David Iwanow

SEO Product Manager, Marktplaats (ebay classifieds group), @davidiwanow

Fili Wiese

SEO Consultant, SearchBrothers.com, @filiwiese

Using Remarketing To Re-Engage Past Site Visitors

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    Plus Session

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When a user visits your site they’re expressing some sort of interest. You know that every visit doesn’t translate to a sale; but how can you take full advantage of all of that expressed interest? Remarketing through AdWords is an integral part of a successful account. This presentation will cover how to best remarket to previous site visitors.

Sponsor

1:00 PM-1:25 PM

Unleashing The Power Of Automation For Paid Search

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    SMX Advanced

Overview

How much time do you spend with the mind-numbing drudgery required to manually manage a paid search campaign? Too much? Many aspects related to account management can be automated to both save time and improve performance. In this session, learn how you can intelligently automate bidding, reporting, account management and account fail safes, as well as many other tasks required to implement a successful SEM campaign.

Moderator

Anders Hjorth
Owner, BDBL Media, @soanders

Speakers

Sophie Newton

Partner, Head of Innovation, Brainlabs, @Brainlabs
1:25 PM-1:50 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

Anders Hjorth
Owner, BDBL Media, @soanders

Speakers

Andrew Garberson

Manager of Search, LunaMetrics, @garberson
1:50 PM-2:15 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

Anders Hjorth
Owner, BDBL Media, @soanders

Speakers

Dixon Jones

Director, Majestic, @Dixon_Jones

2:15 PM-2:30 PM

Break

2:30 PM-3:30 PM

Better Together: Search & Social

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    SEO
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    Social & Mobile

Overview

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

Christine Churchill
President, KeyRelevance, @keyrelevance

Speakers

Richard Baxter

Founder and CEO, Builtvisible.com, @richardbaxter

Finding Actionable Insights With AdWords & Google Analytics

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    Plus Session

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Determining success in your AdWords account comes down to what happens after a click.This session dives deep on reporting & analysis techniques across AdWords and Google Analytics. Find out how you can generate the types of insights that lead to sustained account success.

Sponsor

2:30 PM-3:00 PM

Solving SEO Problems When Standard Fixes Don't Apply

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    SEO
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    SMX Advanced

Overview

Most technical audit presentations cover tools and theory, but only a few look at how you piece it all together or how to sleuth out issues when standard fixes are already in place or are not performing as expected. In this session, our speaker takes that deep dive, demonstrating how to go beyond tools and find which metrics give an immediate indication of much larger problems. And perhaps more importantly, he'll also offer proven strategies and tactics to use when issues do not require standard technical SEO fixes.

Moderator

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

Speakers

Mikkel deMib Svendsen

CEO & Partner, Waimea Digital, @demib
3:00 PM-3:30 PM

The Art Of Successful Multinational, Multilingual PPC Campaigns

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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, 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

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

Speakers

Alistair Dent

Head of Product Strategy, iProspect, @alistairdent

Ann Stanley

Managing Director, Anicca Digital, @annstanley

Richard Baxter

Founder and CEO, Builtvisible.com, @richardbaxter

Upasna Gautam

Associate Director, Search Strategy, Rockfish, @upasnagautam

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