Local Search Advantage Workshop
San Jose, CA: February 29, 2016
Most purchases happen offline, but the vast majority are researched online first. That means local digital marketing should be at the center of most online media strategies. Mobile user behavior has further underscored the importance of local digital for enterprises and small businesses alike.
Local Search Advantage is a deep dive on local marketing, covering all of the topics necessary to be found by buyers when they’re looking to purchase.
Programmed by Greg Sterling and co-produced with the Local Search Association, this full-day workshop will offer practical advice and best practices for digital marketers, brands and business owners of all sizes.
Sessions range from local presence management and mobile SEO to localizing social media, reputation management and multi-platform attribution.
Register today to ensure your spot. Seating is limited. Here are the two ways to attend:
Interested in sending a team? Check out our special Team Rates!
There are a limited number of tickets available.
Note: Local Search Advantage Workshop will be held on Monday, February 29 in the San Jose Convention Center. The seminar will begin promptly at 9:00 am; please arrive at least 15 minutes early to register and pick up your course materials. Breakfast, lunch and snacks will be served. The seminar will end at approximately 5:00pm.
Have questions? E-mail us at registration [at] searchmarketingexpo.com or call (877) 242-5242.
Meet Greg Sterling
Greg is VP of Strategy and Insights for the Local Search Association. Previously he was a senior analyst for Opus Research’s Internet2Go program. Sterling is also a contributing editor for Search Engine Land and Marketing Land, leading online blogs about search and digital marketing.
Until he left in 2006, Sterling ran The Kelsey Group’s Interactive Local Media program. Before ILM he was a producer at TechTV. Prior to TechTV, Sterling was part of the editorial team at AllBusiness.com. And way back in the 1990s, Sterling was a practicing attorney. (Parents don’t let your kids go to law school.)
He is frequently cited and quoted in leading US publications regarding the search, local and mobile markets.
Local Search Advantage Workshop – SMX West
|9:00am – 9:15am||Welcome: New Developments in Local Search
Speaker: Greg Sterling, Editor Search Engine Land, VP LSA
|9:15am – 10:00am||Top 10 Local Site Mistakes & How to Avoid Them
Greg Gifford explores pitfalls that trip up many local business owners (and impact their rankings) and how to avoid them. Greg will also provide some bonus insight into a test with beacons in the automotive vertical and offline to online retargeting.
Speaker: Greg Gifford, Director of Search & Social at DealOn
|10:00am – 11:00am||The Post-Google Local Survival Guide & Local SEO Update
Speaker: Andrew Shotland, Dan Leibson, LocalSEOGuide
|11:00am – 11:20am||Coffee Break|
|11:20am – 12:00pm||Local + Social: Like Peanut Butter & Chocolate
We know that social media is critical to brands but what about to local marketers? How does social impact local discovery and offline buying? What’s the precise relationship between social and local? Will Scott discusses how to integrate the two (two great tastes that go great together) and how to optimize social profiles for improved local search rankings.
Speaker: Will Scott, CEO & Co-Founder at Search Influence
|12:00pm – 12:40pm||PPC Best Practices: Local & Mobile Edition
With the rise of mobile devices, location has become more important than ever for PPC marketers. This session will focus on local + mobile PPC best practices based on Wordstream data and the company’s expertise serving thousands of local business customers.
Speaker: Mark Irvine, Senior Data Scientist, WordStream
|12:40pm – 1:45pm||Lunch|
|1:45pm – 2:25pm||(Re)Building Your Online Reputation
Brands and businesses no longer control their own reputations yet reputation is more critical than ever. Chris Silver Smith offers best practices for obtaining “legal” online reviews as well as tactics for addressing negative reviews and negative-review SEO visibility.
Speaker: Chris Silver Smith, President Argent Media
|2:25pm – 3:05pm||Driving Offline Leads via Search, Display & Video
The majority of sales happen offline. Which online channels are generating offline conversions and ROI? Until recently this has been one of the most challenging questions for marketers to answer. Marchex’s John Busby will present proprietary research on which channels are most effective and efficient in delivering calls and offline conversions. Is it search, mobile display or video?
Speaker: John Busby, SVP Consumer Insights & Marketing
|3:05pm – 3:15pm||Coffee Break|
|3:15pm – 4:00pm||Making & Socializing Videos to Drive Local Leads
Video is one of the most underutilized tools in local and small business marketing. Matt Siltala will discuss how to properly and effectively video in local and social-media marketing. He’ll explain how to drive sales, leads and conversions with video and not break the bank in production.
Speaker: Matt Siltala, President & Founder at Avalaunch Media