Is SEO + Content Marketing a match made in heaven?
Content marketing is the de rigeur strategy for marketers. And SEO is the most effective and inexpensive way of ensuring your content is seen.
But SEO for content gets complicated when it goes beyond text and the desktop. Video, apps and voice search all offer opportunity but add complexity to your job as an SEO. Getting organic search right means connecting with customers and driving clicks, engagement and ROI.
SMX West is the conference that delivers the latest actionable SEO tactics from experts, leading authorities and the Search Engine Land editorial team.
With over 25 sessions on SEO, SMX West is a deep dive into tricky and ever more technical SEO issues.
Feed your obsession with SEO at SMX West! Check out all the SEO sessions below.
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The Future Is Now: The Google Assistant
Google is continuously evolving to be more helpful and accessible to users, building an underlying foundation and investing in machine learning and AI. Google Assistant allows people to have conversations with Google, get answers and get things done. But being a truly successful Assistant means connecting users across apps and services and enabling an ecosystem where developers can do so. In this keynote, Google's Jason Douglas shares the key components of developing for Google Assistant with the easy-to-use tools that are available through Actions on Google.
AMP: The Next Generation
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.
Keyword Research & Copywriting for Search Success
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.
Harnessing The Power Of Online Reviews
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.
Speaking In Tongues: Mastering Multinational Search
Setting up and running multinational campaigns is the new frontier for search marketers. But it's not enough just to translate a website and expect good results. Effectively using "hreflang" annotations, ensuring proper translation and cultural localization, mastering hosting issues, working with different currencies, tariffs and payment systems -- all of these need careful work.
This session shows you how to master the lingua franca of the international marketplace without making costly mistakes.
Link Building Fundamentals
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.
Optimizing Content For Voice Search & Virtual Assistants
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.
SEO & Social: A Match Made In Marketing Heaven
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.
Search Engine Friendly Web Design
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!
SEO For Google's Mobile-First Index & Mobile-Friendly World
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.
What SEOs Need To Know About Progressive Web Apps
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.
What's New With Google Firebase App Indexing
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.
The Great Debate: PWAs Or Apps?
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.
Google Tag Manager: The Marketer's Essential Multi-Tool
Most search marketers are familiar with using Google Tag Manager for analytics, conversion tracking, remarketing and other tasks that provide insights into what visitors are doing on a site.
But with little effort, GTM can do much more to help you gain even deeper insights and understand the behavior of your visitors and customers, helping you make better business decisions and maximize ROI.
Successful SEO Using Markup & Structured Data
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.
Future-Proofing Your SEO
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.
Taking The Brand/Agency Partnership To The Next Level
Enterprise brands often work with outside agencies to maximize SEO effectiveness. This session explores how to get past the "dating phase" that agencies and brands often struggle with and learn how to best leverage the respective strengths of each team. You'll hear about advanced SEO tactics that brands and agencies successfully implemented together, how to refine internal processes for mutual benefit, the payoff from working together to solve problems vs. implementing typical checkbox SEO and much more.
Solving SEO Issues In Google's Post-Update World
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.
Brands Talk Search Marketing
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.
SEO Site Clinic
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.
AMA With Google Search
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.
Consumer-Led Change: How To Stay Relevant & Build Success
Let's talk about what motivates the always-online, always-connected consumer. We'll examine examples of brands who have managed to attract their attention and look at some of the seismic shifts approaching us, such as: the sharing economy (and what it means to your business), where their time is being spent and data footprints coupling with mobile & personal assistants to produce more personalized experiences that find us when needed. Going forward, location and context will be paramount to success.
We'll look at strategies and search-based tactics you can employ in your own marketing plans as we move forward into this brave new future.
Tis The Season: SEO For Annual Events
Whether it's Mother's Day, back to school or a holiday or seasonal push, SEOs should be creating the right foundation to drive growth well in advance of a special event. Pages need to be set up, backlinks need to be built, and site structure needs to be decided well before the busy season hits.
Attend this session to learn what you can do to attract visitors and drive incremental dollars during your next event or seasonal or holiday campaign.
Winning At Organic Search By Taking SERP Market Share
It's no longer enough to be one of 10 results (or even the top 3!). Today, your share of SERP voice should be a critical metric used to gauge search success. Today's search marketers need to think about how many SERP positions can be taken on third-party sites that rank well for top queries. Across industries, there are opportunities to "pay to rank" for competitive keywords by using paid lists, review sites and Google Display Network placements that rank well for primary keywords relevant to your brands.
In this session, our speaker shows you how to win at organic search with case studies from his clients.
SEO & PPC In Trademark Law: The High Price Of What You Don't Know
The application of trademark law in the digital marketplace is redefining the rules of engagement for everyone. SEO and paid search tactics could shift from what has traditionally been considered acceptable use into a zone that incurs liability. Attorneys and search marketers may be unaware of the risks involved in pushing the envelope within existing and future campaigns.
In this session, expert witness Chris Silver Smith discusses the outcome of a landmark PODS/U-Haul lawsuit, with some additional examples of other cases and situations. Chris will also illustrate the evolving landscape of trademark use and search marketing.
Meet The SEOs
During this PowerPoint-free panel, veteran SEOs answer your questions about search engine optimization. Got a puzzling issue? Wondering about a possible trend? Put it to the experts.
Link Building Clinic
If link building is a priority (as it should be!) you'll need expert advice about current link-building opportunities and challenges, as well as some proven tips for success.
In this interactive session, our expert panel will go live to the web and provide advice using your real-world examples.
Best Of Show / Key SMX Takeaways
After three days of thought leadership, meaningful insights and tactics, you'll have your own list of top takeaways, favorite sessions and speakers.
We know you wish you could have attended every session, but have no fear! In our "Best of Show" session, speakers and fellow attendees will share their top SMX takeaways.
Analytics & Conversion Sessions
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View the complete agenda here.