Obsessed With SEO & SEM

March 21-23, 2017: SEE AGENDA

10 years of search marketing success

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.

SEO Sessions

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AMP: The Next Generation

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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.

Speakers

Casey Armstrong

Director of Marketing, Content + SEO + Campaigns, BigCommerce, @caseya

Paul Shapiro

Director of Strategy & Innovation, Catalyst, @fighto

Jeff Preston

Senior Manager, SEO, The Walt Disney Company, @jeffreypreston

Thao Tran

Strategic Product Partnerships, Google

Moderator

Danny Sullivan
Founding Editor, Search Engine Land, @dannysullivan

Keyword Research & Copywriting for Search Success

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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.

Speakers

Christine Churchill

President, KeyRelevance, @keyrelevance

Moderator

Debra Mastaler
President, Alliance-Link, @debramastaler

Harnessing The Power Of Online Reviews

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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.

Speakers

Thomas Ballantyne

Director of Marketing, Bulwark Exterminating, @Thos003

Moderator

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

Speaking In Tongues: Mastering Multinational Search

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Overview

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.

Speakers

Aleyda Solis

International SEO Consultant, Orainti, @aleyda

Moderator

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

Link Building Fundamentals

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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.

Speakers

Debra Mastaler

President, Alliance-Link, @debramastaler

Moderator

Christine Churchill
President, KeyRelevance, @keyrelevance

Optimizing Content For Voice Search & Virtual Assistants

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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.

Speakers

Purna Virji

Senior Client Development and Training Specialist, Bing Ads, Microsoft, @purnavirji

Bryson Meunier

SEO Director, Vivid Seats Ltd., @brysonmeunier

Benu Aggarwal

President & Founder, Milestone Internet Marketing, @milestonemktg

Moderator

Greg Sterling
Founding Principal, Sterling Market Intelligence, @gsterling

SEO & Social: A Match Made In Marketing Heaven

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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.

Speakers

Hannah Thorpe

Commercial Director, White.net, @hannahjthorpe

Chris Pinkerton

VP, Enterprise Media & Research, Mediative, @chrispinkerton

Maggie Malek

Head of Social Media, MMI Agency, @MagsMac

Mark Traphagen

Sr. Director of Brand Evangelism, Stone Temple Consulting, @marktraphagen

Moderator

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

Search Engine Friendly Web Design

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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!

Speakers

Shari Thurow

Founder and SEO Director, Omni Marketing Interactive, @sharithurow

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

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

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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.

Speakers

Leslie To

Sr. Director of SEO, 3Q Digital, @itsleslieto

Eric Enge

CEO, Stone Temple Consulting, @stonetemple

Gary Illyes

Webmaster Trends Analyst, Google, @methode

Moderator

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

What SEOs Need To Know About Progressive Web Apps

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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.

Speakers

Cindy Krum

CEO, MobileMoxie, @suzzicks

Moderator

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

What's New With Google Firebase App Indexing

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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.

Speakers

Emily Grossman

Mobile Marketing Specialist, MobileMoxie, @goutaste

Moderator

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

The Great Debate: PWAs Or Apps?

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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.

Speakers

Cindy Krum

CEO, MobileMoxie, @suzzicks

Emily Grossman

Mobile Marketing Specialist, MobileMoxie, @goutaste

Moderator

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

Google Tag Manager: The Marketer's Essential Multi-Tool

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Overview

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.

Speakers

Jonathan Weber

Data Evangelist, LunaMetrics, @jonathanweber

Moderator

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

Successful SEO Using Markup & Structured Data

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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.

Speakers

Aaron Bradley

Manager, Web Channel Strategy, Electronic Arts, @aaranged

Moderator

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

What To Do When Google Can't Understand Your JavaScript

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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.

Speakers

Max Prin

Head of Technical SEO, Merkle, @maxxeight

Moderator

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

Taking The Brand/Agency Partnership To The Next Level

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Overview

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.

Speakers

Sharon Conner

Search Marketing Strategist, Autodesk, @anemptyroad

Chad Gingrich

Senior SEO Manager, Seer Interactive, @chadgingrich

Moderator

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

Solving SEO Issues In Google's Post-Update World

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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.

Speakers

Glenn Gabe

President, G-Squared Interactive, @glenngabe

Kristine Schachinger

Owner, SitesWithoutWalls.com, @schachin

Moderator

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

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.

Speakers

Jason White

Director of SEO, The Hertz Corporation

Garth O'Brien

Director & Global Head of SEO, GoDaddy, @garthobrien

Inna Meklin

Senior Manager of Search Marketing, Adobe, @innameklin

Moderator

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

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.

Speakers

Matt Storms

SEO, SEM, Organic Growth Hacker, SEO Expert Witness, Viator.com, @matt_storms

Kristine Schachinger

Owner, SitesWithoutWalls.com, @schachin

Moderator

Jessica Thompson
Associate Features Editor, Search Engine Land, @jessotron

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.

Speakers

Gary Illyes

Webmaster Trends Analyst, Google, @methode

Mariya Moeva

Webmaster Trends Analyst, Google

Moderator

Danny Sullivan
Founding Editor, Search Engine Land, @dannysullivan

Consumer-Led Change: How To Stay Relevant & Build Success

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Overview

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.

Speakers

Duane Forrester

VP, Operations, Bruce Clay, Inc., @DuaneForrester

Moderator

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

Tis The Season: SEO For Annual Events

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Overview

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.

Speakers

Laura Scott

Retail Marketing Manager, Merkle | RKG, @Laura_R_Scott

Moderator

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

Winning At Organic Search By Taking SERP Market Share

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Overview

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.

Speakers

Garrett Mehrguth

CEO, Directive Consulting, @gmehrguth

Moderator

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

SEO & PPC In Trademark Law: The High Price Of What You Don't Know

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Overview

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.

Speakers

Chris Silver Smith

Founder & CEO, Argent Media, @si1very

Moderator

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

Meet The SEOs

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Overview

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.

Speakers

Marcus Tober

Founder/CTO, Searchmetrics Inc., @marcustober

Moderator

Danny Sullivan
Founding Editor, Search Engine Land, @dannysullivan

Link Building Clinic

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Overview

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.

Speakers

Arsen Rabinovich

Founder, TopHatRank.com LLC, @tophatarsen

Andrew Shotland

President, Local SEO Guide, @localseoguide

Moderator

Jessica Thompson
Associate Features Editor, Search Engine Land, @jessotron

Best Of Show / Key SMX Takeaways

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Overview

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.

Speakers

Moderator

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

Analytics & Conversion Sessions

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