Obsessed With SEO & SEM

March 21-23, 2017: SEE AGENDA

10 years of search marketing success

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SMX West 2017 Agenda

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Calendar

DAY 1 - March 21st

7:00 AM-9:00 AM

Breakfast/Registration

9:00 AM-10:00 AM

Keynote TBA

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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

Refreshments

10:45 AM-12:00 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.

Moderator

Danny Sullivan
Founding Editor, Search Engine Land, @dannysullivan

Awesome session TBA

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    SEM

Overview

TBA

Moderator

Ginny Marvin
Contributing Editor, Marketing Land, @ginnymarvin

Keyword Research & Copywriting for Search Success

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    SEO
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    Boot Camp

Overview

Knowing your message and keywords is the first step to any successful search marketing campaign. Great SEOs also know that understanding the search terms being used by your target audience and competitors is critical. And though it sounds obvious, effectively using those terms in your web pages is the basic building block of search success.

This session covers the importance of textual content to search engines and how with some basic planning, you can create HTML title tags and body copy that works to generate quality search traffic.

Moderator

Debra Mastaler
President, Alliance-Link, @debramastaler
10:45 AM-11:10 AM

The Definitive Guide To Local Search Ranking Factors

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    SEO
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    Local & Retail

Overview

How does Google's local algorithm really work? What are the factors that impact your results and how do you optimize for success?

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 year, 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 allocate your resources for maximum impact in your local search campaigns.

Speakers

Andrew Shotland

President, Local SEO Guide, @localseoguide

Dan Leibson

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

Moderator

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

Advertising In Maps: Unparalleled Local Context

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    SEM
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    Local & Retail

Overview

Advertising on map platforms (Google Maps, Bing, etc.) can help increase visibility to consumers searching for a location or activity. Most notably, Google's new ad placement in the "local pack" has changed local search advertising equation.

In this session, you'll learn when and why a map advertising strategy makes sense. You'll also see examples of recognizable brands making the most of map placements, hear best practices for execution and walk away with actionable tactics for scaling map placements across hundreds of locations.

Moderator

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

Harnessing The Power Of Online Reviews

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    SEO
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    Local & Retail

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.

Moderator

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

Noon-1:30 PM

Lunch, Expo Hall & SMX Theater Opens

(open to Expo+ pass holders)

1:30 PM-2:45 PM

Awesome session TBA

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    SEO

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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

While it may seem that 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. And true SEM pros find new opportunities by testing, tweaking and improving their efforts for 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.

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

The Rapidly Changing World Of Offline Targeting And Attribution

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    Local & Retail

Overview

Mobile devices and location intelligence have made it possible to identify audiences and their activities in the physical world. This is quietly revolutionizing digital marketing and attribution, even traditional media measurement. Google, Facebook and an array of others now have the ability to connect digital media and ad exposures to offline store visits and even conversions. Marketers must understand these capabilities, how they work and their dramatic "closed loop" implications for media planning and ROI measurement.

Moderator

Greg Sterling
Founding Principal, Sterling Market Intelligence, @gsterling

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, with land mines and traps everywhere if you aren't careful.

In this session, you'll learn how to solicit and get quality links, how to craft anchor text to build authority and how to avoid commonplace mistakes that will hurt your web credibility and search engine rankings, or may even result in a penalty.

Moderator

Christine Churchill
President, KeyRelevance, @keyrelevance

2:45 PM-3:15 PM

Refreshments & Expo Hall & SMX Theater Time

(open to Expo+ pass holders)

3:15 PM-4:30 PM

Optimizing Content For Voice Search & Virtual Assistants

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    SEO

Overview

In the age of mobile devices and virtual assistants, the future of SEO requires optimizing content for voice search. New devices such as 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 optimize your content and user experience for a future in which half or more of all queries will be voice-driven.

Moderator

Greg Sterling
Founding Principal, Sterling Market Intelligence, @gsterling

Fun (And Profit!) With Dynamic Ads

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    SEM

Overview

Search advertisers dream of creating personalized ads for every potential customer. With emerging ad platforms and new capabilities and enhancements, the dream is becoming a reality. It's easier than ever to tailor your ads with customizers, create remarketing campaigns that include components of your website and semi-automate your ad and keyword selection with dynamic search ads.

In this session, we will examine the wide range of dynamic ad formats and give you strategies for implementing these tactics in your own accounts.

Moderator

Brad Geddes
Founder, AdAlysis, @bgTheory

Paid Search Fundamentals

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    SEM
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    Boot Camp

Overview

With searchers turning to Google and Bing 5+ billion times every day, paid search allows you to quickly and effectively generate quality traffic from search engines 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 achieving success and profitability with your ads.

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner
3:15 PM-3:40 PM

Inside The Amazon Shopping Engine

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    SEM
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    Local & Retail

Overview

Are you selling on Amazon.com and looking to improve your sales and ROI?

This session focuses on the two core components of marketing on Amazon: the A9 algorithm and Amazon Marketing Services (AMS). You'll learn about the main components of the Amazon algorithm and how to optimize your products for it. You'll also get an inside view of how AMS functions and its targeting features, illustrated with case studies demonstrating how these techniques work to increase sales and maximize the impact of your marketing dollars.

Speakers

Tony Verre

Founder, DreamFire Digital Marketing, @TonyVerre

Moderator

Chris Sherman
Partner & VP Event Programming, Third Door Media, Inc., @CJSherman
3:40 PM-4:05 PM

Brick & Mortar's Secret Weapon: Search Data

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    Local & Retail

Overview

Retailers of all sizes have been hit hard by the popularity of e-commerce giants like Amazon. As a retailer, how do you maximize the value of foot traffic by delivering highly relevant and enjoyable consumer experiences?

Meet your new secret weapon: search data. Your search data offers you robust insights for key areas of in-store marketing such as promotions, giveaways and product displays.

Join Catalyst's search and retail expert, Andrew Ruegger, as he explains how marketers can leverage search data to improve in-store experiences and increase sales.

Speakers

Andrew Ruegger

Senior Partner, Head of Data Science, Catalyst, @aruegger

Moderator

Chris Sherman
Partner & VP Event Programming, Third Door Media, Inc., @CJSherman
4:05 PM-4:30 PM

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    Local & Retail

Overview

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Moderator

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

4:30 PM-4:45 PM

Break

4:45 PM-6:00 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.

Moderator

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

Always Be Testing To Always Be Closing

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    SEM
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    SEM

Overview

While ongoing testing is important for all advertisers, businesses can have a significantly more complex sales funnel, a longer buying process and special challenges that only apply in a B2B world.

In this session, we'll explore unique approaches for testing and managing B2B paid search accounts that go beyond traditional "click-then-buy" tactics.

Moderator

Brad Geddes
Founder, AdAlysis, @bgTheory

Getting The Most Out Of Google & Bing Shopping

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    SEM
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    Local & Retail

Overview

Many retailers generate up to 50 percent of their annual sales during holidays and special events throughout the year. Even those that don't make the most of their SEM-powered shopping campaigns to maximize revenue and fend off competition by successfully using the Google & Bing shopping platforms.

In this session, you'll learn how to take your shopping campaigns to the next level with insights from holiday season results, detailed feed optimization tricks, campaign structure insights and more. Plan your 2017 holiday campaigns early this year.

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

Designers and SEOs sometimes clash over the best way to build a site for search engine success. The reality 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 not going to be found by human visitors. Finding the right balance is critical for usability, findability and search marketing success.

Attend this session and learn how to create search engine-friendly sites that appeal to humans, too!

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

6:00 PM - 7:00 PM

SMX Expo Hall Reception Meet the market leading solution providers exhibiting at SMX West, while enjoying a beverage, snacks and networking.

(open to Expo+ pass holders)

7:00 PM-9:00 PM

Janes of Digital Janes of Digital is a gathering of women who work in the search and digital space and want to support and encourage each other with a cocktail in hand.

Calendar

DAY 2 - March 22nd

7:00 AM-9:00 AM

Breakfast/Registration

9:00 AM-10:15 AM

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

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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.

Moderator

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

Using Paid Search & Social Together To Deliver The Ultimate Knock-Out Punch

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    SEM

Overview

Multidisciplinary search marketers (yes, that means you!) are best prepared to handle the growing complexity of digital advertising and fulfill the omnichannel promise. If you've mastered scripts, bid modifications and elaborate combinations of extensions, using paid search and social media 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.

Moderator

Pamela Parker
Contributing Editor, Search Engine Land, @pamelaparker

Conversion Rates & The Law of Diminishing Astonishment

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    SEM
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    Analytics & Conversion

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 with untested tactics and ideas is not the way to ensure continued success.

Our panel of experts will share conversion optimization strategies that reinvigorate the performance of mature campaigns. You'll learn the tactics, processes and best practices that have worked to minimize the 'Law of Diminishing Astonishment' and find new ways to reignite growth in your campaigns.

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

10:15 AM-10:45 AM

Refreshments & Expo Hall & SMX Theater Opens

(open to Expo+ pass holders)

10:45 AM-11:10 AM

What SEOs Need To Know About Progressive Web Apps

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    SEO

Overview

If you wish you could deploy a website with the interactivity and functionality of a mobile app, Progressive Web Apps (PWAs) may be just the ticket. PWAs allow you to build mobile websites that function just like an app, are easy to deploy and work across all devices and browsers. Is it too good to be true?

Our speaker will take you inside this Google-backed markup standard, showing you how to implement PWAs and what SEOs need to know about getting them indexed and ranked in Google search results.

Moderator

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

Your Mobile PPC Sucks (But It Doesn't Have To!)

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    SEM
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    SEM

Overview

Many PPC marketers have tried opting into mobile search and have seen poor results, including low CTR, poor SERP visibility, underwhelming conversion rates and higher CPAs. How can you justify investing in paid search on a device that doesn't see parity with desktop performance?

In this session, you'll learn how to take your SEM campaigns to the next level with best practices, case studies and approaches that take advantage of the unique opportunities available to mobile advertisers.

Speakers

Maddie Cary

Director of Paid Search, Point It, @MaddieMarketer

Moderator

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

Google Analytics And The Rise Of (Free!) DIY Audience Marketing

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    Analytics & Conversion

Overview

It's an understatement to say that the internet is a vast place. But no matter how big it is, segmenting your audiences in Google Analytics provides a transparent way to understand and break down your site visitors and audiences. Using segments helps search marketers fine-tune how to speak to different visitors in different ways, increasing both efficiency and efficacy.

Attend this session to learn:
- what questions to ask when designing audience segments.
- best practices and how to best use segmentation.
- how to perform complex audience research with your existing ad platforms and analytics suites.

You'll leave this session knowing how to use audience marketing to increase conversion rates and more effectively identify and target potential customers.

Speakers

Andrew Garberson

Manager of Search, LunaMetrics, @garberson

Moderator

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

What's New With Google Firebase App Indexing

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    SEO
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    SEO

Overview

Getting app indexing right can improve mobile user experience, drive higher engagement and lead to better conversions. Google's Firebase App Indexing gets your app into Google mobile search results, whether your app is installed on a device or not.

This session takes a deep dive into the technical implementation of the Firebase App Indexing and APIs. You'll hear case studies demonstrating the results you can achieve by implementing these techniques and learn about common pitfalls and errors you can expect and how to avoid them.

Moderator

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

Your Retargeting Sucks (But It Doesn't Have To!)

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    SEM

Overview

Retargeting can be powerful but frustrating for both the advertiser and consumers. After all, how often have you seen an ad for a product you've recently purchased or been forced to see ads for prom dresses your daughter viewed on your shared tablet? These are just two common mistakes that needlessly waste budgets and annoy potential and existing customers.

In this session, you'll learn how to carefully fine-tune your retargeting efforts for maximum impact and how to tailor various campaign settings such as viewing caps, audience segments, cookie duration, day parts and other parameters to make sure your ads aren't creating a negative impression.

Speakers

Elizabeth Marsten

Director of Paid Search, CommerceHub, @ebkendo

Moderator

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

How To Use Event Tracking To Improve Marketing Performance

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    Analytics & Conversion

Overview

Tracking specific user actions on your website such as downloads, video plays and outbound link clicks reveals what content visitors are engaging with and can help move them deeper into the marketing funnel. The data you get from event tracking provides insights into hard-to-answer questions that marketers like you struggle with. For example, what do users want next, and how you can get in front of people who interacted with a specific component or piece of content on your website?

This session introduces new event tracking strategies and tactics that show you how to keep users engaged beyond a specific action.

Moderator

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

The Great Debate: PWAs Or Apps?

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    SEO

Overview

Some content providers choose to develop native iOS and Android apps, while others opt to build Progressive Web Apps (PWAs). What are the pros and cons of each and best approach for your business? Beyond that, which is most likely to provide the best user experience, gain maximum visibility in search results and convert visitors to customers?

This session discusses the benefits of each approach, including what you should do if you've already chosen one type of implementation over another. You can't afford to miss this session as we move further into a mobile-first world.

Moderator

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

Awesome session TBA

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    SEM

Overview

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Moderator

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

Awesome session TBA

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    Analytics & Conversion

Overview

TBA

Moderator

Chris Sherman
Partner & VP Event Programming, Third Door Media, Inc., @CJSherman
10:45 AM-12:00 PM

Noon-1:30 PM

Lunch, Expo Hall & SMX Theater Opens

(open to Expo+ pass holders)

1:30 PM-2:45 PM

Awesome session TBA

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    Analytics & Conversion

Overview

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Moderator

Chris Sherman
Partner & VP Event Programming, Third Door Media, Inc., @CJSherman
1:30 PM-1:55 PM

Successful SEO Using Markup & Structured Data

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    SEO

Overview

Properly structured data is a critical and often forgotten element in the formula for getting great search results. Recently, Google has been relying more heavily on structured data markup for Rich Snippets moving beyond stars, images and additional information 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 advanced uses of structured data related to Google Rich Snippets that can help you refine, update and optimize your content.

Moderator

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

Survive & Thrive With SMB PPC

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    SEM

Overview

Creating a successful SEM campaign for a small or medium-size business (SMB) is challenging and becoming more complex as platforms add new formats, options and targeting capabilities. Small budgets and low traffic can make these tools and features challenging to use.

In this session, we will identify the main challenges with SMB PPC (pay-per-click) and discuss ways to be successful. Topics include:
- setting your account up for success
- targeting with an SMB budget.
- budgeting with an SMB limit.
- reporting tips & tricks for the SMB advertiser.

Speakers

Kirk Williams

Owner & Minion, ZATO, @PPCKirk

Moderator

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

What To Do When Google Can't Understand Your JavaScript

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    SEO

Overview

There's no point in crafting optimized SEO content if search engines can't read and process it. 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.

Moderator

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

Intelligent Bidding Using Non-SEM Marketing Data

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    SEM
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    SEM

Overview

There are many tools that help advertisers determine bids available directly within ad platforms. But great search marketers know there is also a wealth of conversion data from other marketing channels (email, display, affiliates, etc.) that can also be used to increase revenue and save costs in SEM campaigns.

In this session, you'll hear how Groupon introduced a bid modifier based on data from these non-SEM sources and improved campaign performance. Using these non-SEM data sources, they were able to identify high-performing items quickly, even before they demonstrated significant performance in search results.

Moderator

Chris Sherman
Partner & VP Event Programming, Third Door Media, Inc., @CJSherman
2:20 PM-2:45 PM

Awesome session TBA

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    SEO

Overview

TBA

Moderator

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

The Lowdown On Google Customer Match

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    SEM

Overview

When it launched in late 2015, Customer Match was lauded as a game-changer for Google, allowing advertisers to target users based on email addresses. This opened up new possibilities for targeting, messaging, bidding and landing pages; and it has been powerful for reactivating dormant buyers and email list unsubscribers for advertisers.

This session explores the challenges of Customer Match with building lists that meet Google's minimum audience size requirements (particularly for B2B brands), and compares potential volume and value to the more established RLSA products. You'll learn how to maximize the use of these tools and discover where the best value lies.

Speakers

Andy Taylor

Senior Research Analyst, Merkle | RKG, @PronouncedAhndy

Moderator

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

2:45 PM - 3:30 PM

Refreshments & Expo Hall & SMX Theater Time (Expo Hall closes at 4:00pm)

(open to Expo+ pass holders)

3:30 PM-4:45 PM

Awesome session TBA

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    SEO

Overview

TBA

Moderator

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

Conquering Google Display & Gmail Ad Targeting

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    SEM
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    SEM

Overview

The number of ad choices, formats and platforms continues to expand in complexity and opportunity. Are you overwhelmed by all the targeting options for Google Display campaigns or feel like you haven't fully mastered Gmail ads yet?

In this session, you'll learn how to target on the GDN with confidence and create engaging, relevant Gmail campaigns that click with users and drive the results you seek.

Moderator

Ginny Marvin
Contributing Editor, Marketing Land, @ginnymarvin

4:45 PM-5:00 PM

Refreshment Break

5:00 PM-6:00 PM

Keynote - TBA

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    General

Overview

TBA

Moderator

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

9:00 PM-11:00 PM

SMX Expo After Dark

Calendar

DAY 3 - March 23rd

7:30 AM-9:00 AM

Breakfast/Registration

9:00 AM-10:15 AM

Solving SEO Issues In Google's Post-Update World

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    SEO

Overview

Times have changed; these days, Google rarely confirms algorithm updates. In fact, the Panda algorithm runs continuously and is continually evolving. Likewise, the Penguin algorithm runs in real time, and it's common to see ranking and traffic changes on a daily or weekly basis.

Without guidance or transparency from Google, how should SEOs react to ranking changes or possible penalties? How can you manage boss or client expectations? This session explores essential SEO survival tactics in this era of constant change.

Moderator

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

Advanced Audience Targeting

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    SEM

Overview

Audience targeting allows you to be precise in choosing who sees your ads. Google provides the fundamental audience targeting tools, but you can enhance your targeting through remarketing lists, custom combinations and affinity lists. You can also fine-tune by excluding groups that fall outside your targeted demographic or other criteria.

In this session, learn to use advanced audience targeting to identify prospects and customers, and maximize the ROI of your campaigns.

Moderator

Brad Geddes
Founder, AdAlysis, @bgTheory

Brands Talk Search Marketing

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Overview

Brands face unique challenges when it comes to search marketing, including:
- maintaining their brand image within restrictive headline and description requirements.
- ensuring that testing takes into account other branding efforts.
- following trademark guidelines and more.

Brands also face major SEO challenges, such as coordinating the ownership of keywords, content and other assets with other marketing groups.

In this session, you'll hear from brand SEO and SEM experts about how they are handling these and other challenging issues in their search marketing campaigns.

Moderator

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

SEM Tune-Up Clinic With The SMX Mechanics

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Overview

Just like your favorite old car, paid advertising campaigns can use a tune-up every now and then to keep them running well.

In this hands-on clinic, our certified (and certifiable!) SMX SEM Mechanics will offer you their best expert advice on your PPC ads, bidding tactics and anything else on your mind. Bring your toughest paid search questions! Based loosely on the hilarious NPR radio show, "Car Talk," this session is guaranteed to be as fun as it is informative.

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

10:15 AM-10:45 AM

Refreshment Break

10:45 AM-12:00 PM

AMA With Google Search

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Overview

Do you have questions about how Google interacts with your site and content? Curious about algorithms, ranking factors or other components of Google's "black box?"

In this "ask me anything" session, various representatives from Google answer your questions about SEO and related issues.

Moderator

Danny Sullivan
Founding Editor, Search Engine Land, @dannysullivan

How To Find, Hack & Build Great AdWords Scripts

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    SEM

Overview

AdWords Scripts are a powerful addition to your SEM toolkit. You can use scripts to:
- create and automate delivery of custom reports.
- alert you to issues in your account.
- calculate and implement bid changes.
- manage ads, keywords, campaigns and ad groups.
- integrate external data sources such as your Twitter feed, product inventories and weather forecasts to form a more complete picture of site activity and conversions.

In this session, we'll demonstrate the capabilities of scripts, discuss best practices, and provide detailed instructions for creating and implementing scripts in your AdWords campaigns.

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

SEO Site Clinic

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Overview

Despite its maturity, SEO continues to be a complex and evolving combination of art and science. Even the most knowledgeable SEOs are stumped sometimes.

In this interactive session, you'll have the opportunity to volunteer your site and post the hard questions to our SEO rock stars. In real time, they will diagnose your challenges and offer specific, actionable advice to repair or enhance your performance.

Moderator

Jessica Thompson
Associate Features Editor, Search Engine Land, @jessotron
10:45 AM-11:10 AM

Creating a Customer-Driven Content Strategy

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A truly customer-centric content strategy must go beyond basic keyword research. You need to consider user intent and where people are in the customer journey. Using appropriate tools, you must set goals for the content you are creating. And you can't limit yourself to traditional SEO. You need to use a combination of social media and paid ads to reach the customer when they aren't on your site.

This session shows how to create and promote better content that's geared toward buyers (in various stages of the buying cycle), and it will demonstrate a few tools, offer some real life examples and leave you with solid content strategies that you can apply to your own job.

Speakers

Casie Gillette

Director of Online Marketing, KoMarketing, @casieg

Moderator

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

Awesome session TBA

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TBA

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

Awesome session TBA

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TBA

Moderator

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