Obsessed With SEO & SEM

SMX West 2016 Agenda

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Calendar

DAY 1 - March 1st

7:00 AM-9:00 AM

Breakfast/Registration

9:00 AM-10:15 AM

Welcome To SMX West & Keynote: The Future Of Search

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    General

Overview

A key promise of Artificial Intelligence is delivering an intelligent assistant. The intelligent assistant should understand your context and should be able to answer any question. The assistant should help you with whatever you need, wherever you are and whatever you are doing.

This is no longer a future vision; it's already here and it's just the beginning. Behshad Behzadi, Director of Search at Google in Zurich, will take you on a roller coaster ride from where we are today to the future of search. In the future, you will use new ways to interact with the assistant and search will become more intelligent, natural, and conversational. This vision of the future will be showcased with live demonstrations of the latest advances in voice search and Google's newest innovation - Now on Tap!

Moderator

Danny Sullivan
Founding Editor, Search Engine Land, @dannysullivan

Speakers

Behshad Behzadi

Principal Engineer, Google Zurich, @BehshadBehzadi

10:15 AM-10:45 AM

Refreshments

10:45 AM-12:00 PM

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

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    SEO
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    SEO

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

Danny Sullivan
Founding Editor, Search Engine Land, @dannysullivan

Speakers

Dave Besbris

Vice President of Engineering, Google

Paul Shapiro

Organic Search Director, Catalyst, @fighto

Getting Creative With Ad Copy & Testing

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    SEM
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    SEM

Overview

Common sense: creative ads are more compelling than plain-vanilla generic ones. But with so many extensions, device adaptations, dynamic text and other components available, creating ads can seem more like an engineering challenge than creative one.

In this session, we'll show you how to develop great ads that are equal parts creative genius and technical savvy, and how testing can improve their effectiveness.

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

Speakers

Margot da Cunha

Customer Success Coach, Wistia, @ChappyMargot

Brad Geddes

Founder, Certified Knowledge, @bgTheory

Local Search AMA: A Roundtable Q&A With Top Local Experts

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    SEO
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    Local & Mobile

Overview

You have questions? Ask us anything! This panel of local search experts has answers. From the basics of local listing optimization, reviews and citations to the more complex local search issues that can sink a campaign, we'll take all questions and turn them into actionable strategy and tactics that you can take home and start using. This is a Powerpoint-free session: no presentations, just your questions and our answers!

Moderator

Matt McGee
Editor In Chief, Search Engine Land & Marketing Land, @mattmcgee

Speakers

Greg Gifford

Director of Search & Social, DealerOn, @greggifford

Casey Meraz

Founder, Ethical SEO Consulting, @caseymeraz

Adam Dorfman

SVP - Product & Technology, SIM Partners, @phixed

Chris Silver Smith

Founder & CEO, Argent Media, @si1very

Keyword Research & Copywriting For Search Success

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    BOTH
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    Boot Camp

Overview

The first step to any successful marketing campaign is to know your message. With search marketing, that means knowing the search terms that are being used by your target audience. And though it sounds obvious, it helps to actually use those words in your web pages! This session covers the importance of textual content to search engines and how with some forethought, you can create HTML title tags and body copy that works to generate search traffic - and also pleases your human visitors.

Moderator

Matt Siltala
President, Avalaunch Media, @Matt_Siltala

Speakers

Christine Churchill

President, KeyRelevance, @keyrelevance

AdWords Product Manager Q&A Panel

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    Plus Session

Overview

Join Google for a candid conversation with the AdWords Product Managers behind your favorite tools, reports and features. In this interactive panel, you'll have the chance to ask your latest AdWords questions and learn how the Google product team is addressing today's hottest advertising topics.

Sponsor

Noon-1:30 PM

Lunch, Expo Hall & SMX Theater Opens

(open to Expo+ pass holders)

1:30 PM-2:45 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

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

Speakers

Stephan Spencer

Founder, Science of SEO, @sspencer

Patrick Stox

SEO Specialist, IBM, @patrickstox

Mellissa Jensen

Senior Director of Strategic Analytics, Global Strategies, @MellissaJensen

How Dynamic Ads Can Supercharge Your SEM Campaigns

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    SEM
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    SEM

Overview

A search marketer's ultimate goal is to create a personalized ad for every searcher. While we aren't quite there yet Ad customizers, DSAs, and Dynamic Remarketing can automatically personalize ads based on website content, user behavior, time of day and many other criteria.

In this session, we will examine tactics and tools to create personalized ads at scale.

Moderator

Brad Geddes
Founder, Certified Knowledge, @bgTheory

Speakers

Sahil Jain

CEO and Co-founder, AdStage, AdStage, @sahilio

John Lee

Managing Partner, Clix Marketing, @john_a_lee

Beacons: Opportunities, Limitations & How Marketers Can Use Them Today

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    SEM
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    Local & Mobile

Overview

Beacons are an exciting technology offering a range of hyper-localized "real world" targeting and promotional opportunities to marketers and brands. Apple and Google both have beacon initiatives and marketers and retailers are deploying major beacon campaigns. But beacons have also been the subject of enormous hype. This session examines the strengths and limitations of the technology and how forward-thinking marketers are actually using beacons today.

Moderator

Greg Sterling
Founding Principal, Sterling Market Intelligence, @gsterling

Speakers

Raj Nijjer

VP, Community, Yext, @rajnijjer

Greg Gifford

Director of Search & Social, DealerOn, @greggifford

Keri Danielski

Vice President of Marketing and PR, Gimbal, @keridanielski

Search Engine Friendly Web Design

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    Boot Camp

Overview

"I'm not designing my site for search engines" is a common designer objection to SEO suggestions. The reality, however, 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 never going to work for your human visitors either.

Attend this session and learn how to create search engine friendly sites that are equally appealing to human visitors.

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

Speakers

Shari Thurow

Founder and SEO Director, Omni Marketing Interactive, @sharithurow

Finding Actionable Insights with AdWords & Google Analytics

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    Plus Session

Overview

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

2:45 PM-3:15 PM

Refreshments & Expo Hall & SMX Theater Time

(open to Expo+ pass holders)

3:15 PM-4:30 PM

Local Listings: Putting Your Business On The Virtual Map

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    SEO
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    Local & Mobile

Overview

By some estimates, queries with local intent make up more than 40 percent of mobile search interactions. Digital maps and mapping apps are at the center of local search activity, and Google, Apple and Facebook continue to put emphasis on location data and local business listings. This session takes a fresh look at the major players in the local/digital mapping ecosystem and offers the latest on managing business listings across multiple sites and apps.

Moderator

Greg Sterling
Founding Principal, Sterling Market Intelligence, @gsterling

Speakers

Andrew Shotland

President, Local SEO Guide, @localseoguide

Benu Aggarwal

President & Founder, Milestone Internet Marketing, @milestonemktg

Gib Olander

Vice President of Product, SIM Partners, @golander59

Paid Search Fundamentals

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    Boot Camp

Overview

Paid search allows you to generate traffic from search engines by purchasing ads, usually 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 success with your ads.

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

Speakers

Matt Van Wagner

President, Find Me Faster, @mvanwagner

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, over the phone or across devices. This presentation will cover all of the ways to capture and count conversions - no matter where they occur. You'll learn how to develop an end-to-end digital strategy to drive conversions through calls and 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

3:15 PM-3:40 PM

Link Auditing & Cleanup For Fun & Profit

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    SEO

Overview

Link building has changed. Many tried-and-true practices of the past no longer work. Some may result in ranking penalties, making link auditing and cleanup 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

Matt McGee
Editor In Chief, Search Engine Land & Marketing Land, @mattmcgee

Speakers

Sha Menz

Lead Software Architect / Link Removal Specialist, rmoov.com, @ShahMenz

What Would Beyonce Do? 5 Fierce PPC Tactics To Make Your Account A Superstar

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    SEM

Overview

What do PPC and Beyoncé have in common (besides everyone loving them?) They bring people together! In this session, paid search expert Maddie Cary reimagines Beyoncé hits to help your campaigns dominate the Google "charts," including:

  • "Drunk In Love With PPC" - Best New PPC Features & Updates
  • "If You Like It Then You Should Have Put A Bid On It" - Top Bidding Strategies You Should Be Testing
  • "Say My Name, Say My Name" - Branded PPC Strategy Tips
  • "Your PPC *** Flawless" - Signs You Have a Beyoncé–Quality PPC Team
  • "I'm A Survivor" - Getting Through PPC Performance Drops In Beyoncé Style

Moderator

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

Speakers

Maddie Cary

Senior Client Manager, Point It, @MaddieMarketer
3:40 PM-4:05 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 Vistaprint solved performance issues and future-proofed its site without sacrificing SEO.

Moderator

Matt McGee
Editor In Chief, Search Engine Land & Marketing Land, @mattmcgee

Speakers

Adria Kyne

SEO Manager, North America and AU/NZ, Vistaprint, @adriak

How Email Marketing Is Revolutionizing Paid Search

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    SEM

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

Cleo Hage

Paid Search Strategist, Wordstream, @theRealMissCleo
4:05 PM-4:30 PM

Search In A Multi-Device World

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    SEO
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    SEO

Overview

Google has evolved significantly from its early days, morphing from a simple list of ten blue links to today's rich search results which include images, news, video, real-time and a variety of other types of content. Furthermore, Google is now putting the mobile experience front and center, tailoring results to both an individual and their location. Google's Maile Ohye describes this fascinating journey and offers a glimpse of what to expect in the future.

Moderator

Matt McGee
Editor In Chief, Search Engine Land & Marketing Land, @mattmcgee

Speakers

Maile Ohye

Senior Developer Programs Engineer, Google Inc., @maileohye

Running Global PPC Campaigns At Scale

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    SEM
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    SEM

Overview

HotelsCombined is a hotel metasearch engine operating in over 40 languages, offering more than 2 million deals from hundreds of travel sites and hotel chains around the world. With such a diverse product offering and global footprint, the size and scope of its campaigns is enormous.

Come learn how the lean team at HotelsCombined manages international account structures, fast campaign creation, choosing the right bidding tools and many other tips and tricks to help it secure its position as a top player in the highly competitive online travel space.

Moderator

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

Speakers

Mihai Irinel Popescu

Head of Performance Marketing, HotelsCombined

4:30 PM-4:45 PM

Refreshments & Expo Hall & SMX Theater Time

(open to Expo+ pass holders)

4:45 PM-5:45 PM

All Your Google Manual Actions Questions Answered

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    SEO

Overview

Ever wondered how Google decides and processes "manual actions," where a human being decides that a site should have a penalty assigned to it or lifted?

In this unique session, Juan Felipe Rincon from Google's manual actions team explains the process and answers plenty of audience questions.

Moderator

Danny Sullivan
Founding Editor, Search Engine Land, @dannysullivan

Speakers

Juan Felipe Rincon

Webmaster Outreach, Google

Mining, Refining & Minting Success With AdWords Display & Video

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    SEM
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    SEM

Overview

Spending on display and video will surpass paid search spending this year. With more advertisers competing for the best ad spaces on billions of webpages, your targeting skills and tactics are critical to your success. We’ll show you how to mine the internet for the best sites, pages and videos, refine your campaigns for profit and volume, and mint those campaigns to make them sustainable and virtually unbeatable.

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

Speakers

Mike Colella

Founder & CEO, AdBeat

Beyond Clicks: Online–To–Offline Tracking & Attribution

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    Local & Mobile

Overview

While most digitally-influenced conversions still happen offline (92 percent of retail), marketers are still using limited metrics like clicks to assess and optimize their campaigns. New capabilities in mobile devices and richer new attribution methods now make it possible to determine how much digital media truly influences offline activities like foot traffic, store visits and brick-and-mortar purchases.

This session explores how marketers can determine the true impact of their online campaigns on real-world consumer behavior.

Moderator

Greg Sterling
Founding Principal, Sterling Market Intelligence, @gsterling

Speakers

Michael Wiegand

Analytics Architect, Portent, Inc., @mwiegand

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, and there are right and wrong ways to conduct your linking campaign.

In this session, we'll look at how to reach out 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).

Moderator

Christine Churchill
President, KeyRelevance, @keyrelevance

Speakers

Matt Siltala

President, Avalaunch Media, @Matt_Siltala

Sponsored by

5:45 PM-6:45 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)

Sponsored by

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 2nd

7:00 AM-9:00 AM

Breakfast/Registration

9:00 AM-10:15 AM

Essential Steps For Performing An Effective SEO Audit

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    SEO
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    SEO

Overview

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

Moderator

Alex Bennert
SEO Consultant, Independent, @alexbennert

Speakers

Jessie Stricchiola

CEO, Alchemist Media Inc., @itstricchi

Benj Arriola

Technical SEO Director, The Control Group, @benjarriola

Annie Cushing

SEO and Analytics Consultant, Annielytics.com, @AnnieCushing

Yahoogling: What's Up With Yahoo, Google & Bing

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    SEM
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    SEM

Overview

We're back to a landscape of three paid search engines. But wait, Yahoo could be serving ads from its own Gemini platform, Bing Ads and Google AdWords? What do these ad agreements mean for search marketers?

In this roundtable, experienced SEMs will discuss how they're thinking about these changes to make the most of their ad budgets and resources now and in the future.

Moderator

Ginny Marvin
Contributing Editor, Marketing Land, @ginnymarvin

Speakers

Mike McGinley

Specialist, Paid Search Marketing, eBay, @Mike_McGinley

Bryant Garvin

Chief Consultant, Bryant Garvin Consulting, @bryantgarvin

Sahil Jain

CEO and Co-founder, AdStage, AdStage, @sahilio

Attribution Beyond The Last Click

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    SEM
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    Analytics & Conversion

Overview

Giving all the credit to the last click of a conversion is like saying the scorer is solely responsible for the goal. Attribution is much more accurate when factors such as in-store visits, phone calls, and offline conversion uploads are taken into account. In this session, panelists examine various attribution metrics and show you which are best for the most important things you need to measure in understanding conversions.

Moderator

Brad Geddes
Founder, Certified Knowledge, @bgTheory

Speakers

Dave Roth

CEO, Emergent Digital, @daverothsays

Adam Proehl

Partner, NordicClick Interactive, @adamproehl

Soren Ryherd

President & Co-Founder, Working Planet, @sorenryherd

Getting Started with Twitter Ads

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    Plus Session

Overview

During this Master Class, you will be given expert advice on campaign set-up, tips on writing effective Tweet copy, and choosing creative that inspires action. Instructors from Twitter HQ will also share additional insights on targeting, remarketing, and landing page optimization based on the success of top performing campaigns.

Sponsor

10:15 AM-10:45 AM

Refreshments & Expo Hall & SMX Theater Opens

(open to Expo+ pass holders)

10:45 AM-12:00 PM

RankBrain: What Do We Know About Google's New Machine-Learning System?

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    SEO

Overview

Google's now using machine learning as part of its overall search algorithm. RankBrain is an artificial intelligence system that Google says is now the third-most important signal for determining what ranks. In this session, we’ll explore what’s known about RankBrain, how it might work and what kind of impact it may have on your SEO strategies and tactics.

Moderator

Danny Sullivan
Founding Editor, Search Engine Land, @dannysullivan

Speakers

Eric Enge

CEO, Stone Temple Consulting, @stonetemple

Marcus Tober

Founder/CTO, Searchmetrics Inc., @marcustober

Mastering AdWords Scripts

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    SEM
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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, keyword, campaigns and ad groups;
  • and connect to external data sources such as your Twitter feed, product inventories, weather forecasts and more.

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

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

Speakers

Extreme Excel Excellence

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    SEM
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    Analytics & Conversion

Overview

Microsoft Excel is an invaluable Swiss army knife for marketers. This common yet powerful application lets you import data from many sources and analyze those data in countless ways.

You’ll leave this session knowing power-user tactics and tips to get the most from Excel.

Moderator

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

Speakers

Timothy Gillman

Analytics Strategist, Portent Inc., @TimGillmanDrums

Janet Driscoll Miller

President and CEO, Marketing Mojo, @janetdmiller

Annie Cushing

SEO and Analytics Consultant, Annielytics.com, @AnnieCushing

Mastering Direct Response On Twitter: Case Studies For Maximizing ROI

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    Plus Session

Overview

Building on the foundation of the first session, this interactive class will share techniques, best practices, and the tools available on Twitter to accomplish direct response goals for driving purchases, site visits, app installs, and generating leads. Come prepared to share your ideas as instructors will encourage you to think creatively in order to solve the big roadblocks that keep campaigns from performing.

Sponsor

Noon-1:30 PM

Lunch, Expo Hall & SMX Theater Opens

(open to Expo+ pass holders)

1:30 PM-2:45 PM

The Great Campaign Structure & Match Type Debate

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    SEM
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    SEM

Overview

What's the best way to organize your campaigns? Separated by match types, single keyword ad groups, or structures guided by goal-oriented or bid modifier strategies? Our panelists will debate the pros and cons, and you’ll walk away with tips and ideas for how to set up, manage and optimize your own campaigns.

Moderator

Ginny Marvin
Contributing Editor, Marketing Land, @ginnymarvin

Speakers

Caitlin Halpert

Account Director, 3Q Digital, @caitlin_halpert

Amy Bishop

Director: Audits, Outbound, Training, Clix Marketing, @hoffman8

Justin Freid

Vice President of Emerging Media, CMI Media, @justin_Freid

Behind The Scenes With Bing

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    Plus Session

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Is Bing just a search engine? Or has it evolved into something more because of how Microsoft is leveraging big data across products to make our digital lives seamlessly integrated. In this session we’ll discuss the bigger picture and the strategy of Bing within Microsoft and its impact to search. Then we’ll dig in with a brief overview of what happened across Bing Ads in 2015 along with a tactical look at what you need to know to make the most of your Remarketing and new features. Then finally we’ll talk about what you can expect from Bing in 2016 with a sneak peek at what is coming. Do you have questions? Come ask them.

Sponsor

1:30 PM-1:55 PM

Think Like A Search Engine: How Brand Queries & User Engagement Drive Organic SEO

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    SEO
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    SEO

Overview

As SEOs, our natural antagonism makes it difficult to hear the simple truths the search engines keep sharing about what makes great content. This session looks at what Google is actually doing with the hundreds of experiments it runs every year and the signal it trusts more than any other. You'll come away with a different analytical framework that will help you embrace sustainable SEO as the holistic product of your other marketing efforts.

Moderator

Pamela Parker
Contributing Editor, Search Engine Land, @pamelaparker

Speakers

Jonah Stein

Founder, ItsTheROI, @Jonahstein

Understanding Your Consumer's Journey - Using Search Science For Keyword Research

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    Analytics & Conversion

Overview

Do you use "search science" to uncover consumers' online journeys and help them achieve their needs? Using Google Insights, Keyword Planner, Google Predictive Search and Amazon Predictive Search to construct the key needs of consumers at different phases of their journey, you can gain deep consumer insights to understand need states around a particular product or category and use this research to feed a long-term search and digital marketing strategy. This session shows you how.

Moderator

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

Speakers

Tony Verre

Founder, DreamFire Digital Marketing, @TonyVerre
1:55 PM-2:20 PM

Optimizing Pinterest For Maximum Search Engagement

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    SEO
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    SEO

Overview

With more than 100 million users and higher clickthrough rates than Facebook or Twitter, Pinterest is a powerful and rapidly growing platform for businesses. In this session, you will learn how Intel used a data driven approach to propel a Pinterest strategy focused on the factors that drove visibility and optimized campaigns for maximum engagement.

Moderator

Pamela Parker
Contributing Editor, Search Engine Land, @pamelaparker

Speakers

Laura Ann Mitchell

SEO Manager, Intel, @intel

Scott Jaworski

Global Social Media & Digital Strategist, Intel, @scott_jaworski

Google Analytics Power-Reporting For SEO & SEM

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    Analytics & Conversion

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
2:20 PM-2:45 PM

Progressing Through The Search, Social & Content Marketing Maturity Curve

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    SEO
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    SEO

Overview

The convergence of search, social and content marketing has meant that the silos that once separated marketers have virtually merged. In this session, Jim Yu will discuss how to transition from search practitioners to organizational leaders in a content marketing industry that is forecast to grow to $300 billion in the next four years. Key takeaways will focus around building a community framework to evangelize search and content as a leading performance channel. Marketers will learn how to integrate search, social and content into wider digital campaigns and develop internal conversations that resonate with key c-level executives.

Moderator

Pamela Parker
Contributing Editor, Search Engine Land, @pamelaparker

Speakers

Jim Yu

CEO, BrightEdge, @jimyu

Dark Search, Dark Social & Everything In-Between

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    SEO
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    Analytics & Conversion

Overview

Wondering why your traffic dropped or increased but couldn't figure out why? Marshall Simmonds will talk about how shifts in dark search, direct, social and mobile traffic have changed and how to adjust and interpret our new normal.

Moderator

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

Speakers

Marshall Simmonds

Founder and CEO, Define Media Group, Inc., @mdsimmonds

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

Better Together: Search & Social

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    SEO

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

Alex Bennert
SEO Consultant, Independent, @alexbennert

Speakers

Ellen White

Director, Organic Search (SEO), Team Detroit / Ford Motor Company, @ellenreathwhite

Maggie Malek

Head of Public Relations & Social Media, MMI Agency, @MagsMac

Advanced Audience Targeting

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    SEM

Overview

Audience targeting allows you to be super precise in choosing who sees your ads. Google provides basic audience targeting tools, but you can do better with remarketing lists, custom combination lists, and custom affinity lists. You can even exclude groups that don't fit your demographic or other criteria.

In this session, learn how to get the most from advanced audience targeting to reach your optimal prospects and customers and maximize the ROI of your campaigns.

Moderator

Pamela Parker
Contributing Editor, Search Engine Land, @pamelaparker

Speakers

Joseph Kerschbaum

Account Director, 3Q Digital, @joekerschbaum

Amy Bishop

Director: Audits, Outbound, Training, Clix Marketing, @hoffman8

Mark Irvine

Sr. Data Scientist, Wordstream, @MarkIrvine89
3:30 PM-3:55 PM

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

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    Analytics & Conversion

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

Founder / Paid Search Manager, PPCkimpossible, @PPCkimpossible
3:55 PM-4:20 PM

Content, Your Brand, and the Battle for Customers

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    Analytics & Conversion

Overview

Ask yourself, would you rather your next customer find you by typing in "red nike max" or "footlocker" vs. "SEO agency" or your company name? In this presentation Wil Reynolds shares a case for winning the "click" with SEO and building a "clique" after that. Google Executive Chairman Eric Schmidt predicted eight years ago that brands will help "sort out the cesspool of the web." Here how to apply SEO thinking to build brands and loyal customers.

Moderator

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

Speakers

Wil Reynolds

Founder, Seer Interactive, @wilreynolds
4:20 PM-4:45 PM

Professional Project Management For Paid Search Accounts

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    SEM
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    Analytics & Conversion

Overview

Many PPC managers take an ad-hoc approach toward running campaigns, relying on a short-term, reactive, day-at-a-time process. While this approach works, applying well-known principles of project management can increase efficiency, improve conversions and profitablity, and generally help increase confidence that you're getting everything done. In this session, we'll show you how to treat your PPC marketing like a project with milestones, due dates and actions to achieve specific goals and meet specific success criteria.

Moderator

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

Speakers

Brad Geddes

Founder, Certified Knowledge, @bgTheory

Sponsored by

7:30 PM-11:00PM

SMX Expo After Dark The Google Dance returns to SMX! The first 500 All-Access (3-day) pass holders will be bussed to the Googleplex for an evening of fun. Learn more...

Calendar

DAY 3 - March 3rd

8:00 AM-9:00 AM

Breakfast/Registration

9:00 AM-10:15 AM

What You Need To Know About Google App Indexing

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    SEO

Overview

Google is aggressively pursuing the discovery of content within 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 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

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

Speakers

Cindy Krum

CEO, MobileMoxie, @suzzicks

Mariya Moeva

Webmaster Trends Analyst, Google

Getting Images Right In Paid Search

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    SEM

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

Matt Van Wagner
President, Find Me Faster, @mvanwagner

Speakers

Dustin W. Stout

Chief Marketing Officer, Weal Media Corporation, @dustinwstout

John Lee

Managing Partner, Clix Marketing, @john_a_lee

Essential Analytics Reports That SEOs Can't Live Without

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    Analytics & Conversion

Overview

It's easy to go astray with the plethora of analytics reports that even basic platforms provide. But the bottom line is that the most important reports are only those that increase value to your business. Regardless of the analytics provider you use, our experts will show you the most useful reports for search marketers and how they can be tuned to provide actionable insights to help improve the ROI of your campaigns.

Moderator