Obsessed With SEO & SEM

June 8-10, 2020
Bell Harbor International Conference Center

SMX Advanced 2019 Agenda

Build your own agenda! Click "Add To My Agenda", then enter your email in the My Agenda box at the bottom of the page to have your selections emailed to you.

Calendar

Pre-conference Workshops & Networking - Monday, June 3rd

Pre-Conference Workshops (Additional fee) - 9:00 AM-5:00 PM

Advanced SEO Training with Bruce Clay

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Presented by Bruce Clay, President, Bruce Clay, Inc.

Overview

Spend a day with a master SEO and come away with cutting-edge SEO techniques – tackling RankBrain, voice search, AMP, featured snippets, and more – that can help raise your rankings and visibility in search engines. Learn More.

Certified Knowledge Advanced AdWords Training

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Presented by Brad Geddes, Co-Founder, Adalysis - SMX Programming Team

Overview

Even with all of the new marketing channels that have opened up over the years, AdWords is still the core of many companies’ interactive campaigns. If your PPC campaigns are not running efficiently, it can have a drastic impact on your bottom line. Join Brad Geddes for a full day of AdWords education and discussion that will teach you not only the best practices but also advanced concepts and strategies that are based on a decade of research and testing. Learn More.

Hardcore Technical SEO Tactics & Techniques

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Presented by Eric Enge, General Manager, Perficient Digital - Search Engine Land contributor

Overview

Do you deal with big SEO problems? Do you work in a large enterprise, or have a site with millions (or billions) of web pages? If so, the basic SEO training material is not what you’re looking for. You’re looking for the master class, the one that is loaded with advanced content. Topics include how to analyze and solve a variety of thorny technical SEO challenges, how to create and implement progressive web apps, PWAMPs, how to understand the impact of machine learning and AI on search. Learn More.

In-House SEO Exchange

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Presented by Jessica Bowman, Editor-At-Large, Search Engine Land & SEO In-House

Overview

Join Jessica Bowman for a full-day of "open the kimono" knowledge sharing in the only event designed by in-house SEOs for in-house SEOs. Because attendees are all in-house SEOs, the walls come down and you get to talk to the people actually doing SEO at the big brands, build relationships, and share solutions that you would normally only hear behind closed doors. There is no other workshop with this level of sharing! Learn More.

Leveraging Search & Social For Maximum ROI

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Presented by Marty Weintraub, Founder, aimClear & Susan Wenograd, Account Group Director, aimClear

Overview

This full-day, intensive, hands-on workshop is all about using paid social to drive revenue while working with the rest of the integrated marketing stack (search, organic social, PR, Influencer, etc.). Your instructors, paid media veterans Marty Weintraub and Susan Wenograd, are ready to share a bag of tricks mined from the real world case studies and campaigns. Learn More.

5:00 PM-6:00 PM

SEO Meetup

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Overview

Search Engine Land's Barry Schwartz will lead a discussion about Google's March 2019 core search algorithm update. Were you affected? Spend time discussing the fallout and other hot issues at this SEOs-only gathering.

Speaker / Moderator

Barry Schwartz

Contributing Editor, Search Engine Land and Owner, RustyBrick, @rustybrick

SEM Meetup

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Overview

Search Engine Land editor-in-chief Ginny Marvin will lead a discussion about the latest announcements and changes in paid search. How are your strategies, tactics, skill sets evolving? Come join fellow PPCers to share ideas and learn how others are responding to and preparing for an even more automated paid search landscape.

Speaker / Moderator

Ginny Marvin

Editor-in-Chief, Search Engine Land, Marketing Land, Third Door Media, Inc., @ginnymarvin

7:30PM - 9:30PM

Calendar

Full Conference Agenda - Tuesday, June 4th

7:30 AM-9:00 AM

Breakfast & Registration

9:00 AM-10:15 AM

Keynote: Surveying the SEO Horizon

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Overview

SEO has never been one-size-fits-all. Strategies, tactics and priorities differ depending on whether you work in-house or at an agency, on-page or with the code.

Regardless of the description that fits you, this keynote has you covered.

Search Engine Land's in-house SEO expert, Jessica Bowman, and technical SEO pro, Detlev Johnson, will join with agency rockstar Alexis Sanders for a one-of-a-kind, panoramic view of SEO. Join them for a dive deep into emerging advanced tactics, changes in the ecosystem, and what makes an SEO successful.

Topics will include...

  • Pitching and building an in-house SEO army.
  • Optimizing the SEO/developer relationship.
  • Agency SEO is different. What it takes to win.
  • ...and loads more.

You'll walk away with proven strategies and actionable tactics that empower you to meet today's SEO challenges with confidence.

Speakers

Jessica Bowman

Owner, SEO In-house, Editor at Large, Search Engine Land , @jessicabowman

Alexis Sanders

Merkle, Technical SEO Account Manager - Search Engine Land Contributor , @AlexisKSanders

Detlef Johnson

Owner, Search Return, Editor at Large, Search Engine Land, , @deckarts

SEM Keynote Conversations with Microsoft Advertising & Google

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Overview

Hear from executives from Google and Microsoft and Search Engine Land's editor-in-chief about the future of search marketing and how to stay competitive in an increasingly automated landscape.

Ginny Marvin, Search Engine Land editor-in-chief, started working in search marketing in 2005 and has been reporting on paid search news and trends for Search Engine Land since 2013. She will share insights on the biggest issues facing search marketers - from automation to measurement to data management to skill development - and how smart marketers are keeping pace.

Google's Chief Search Evangelist Nic Darveau-Garneau works with Google's most sophisticated advertisers to improve the profitability of their campaigns. He was part of the founding team of MSN.com and the co-founder of four Internet companies. Nic will discuss how the role of the search marketer has changed as a result of machine learning and automation, and steps SEM practitioners have to take in order to succeed in this new world.

Microsoft executives Lynne Kjolso and Vaishali De will share the latest product developments in Microsoft Advertising, including LinkedIn and the Microsoft Audience Network, and what marketers can look forward to seeing from Microsoft Ads. Lynne is VP, Global Search Sales & Support for Microsoft Search Advertising, Microsoft. She specializes in working with SMBs and has led sales, account management and operations teams for the Microsoft Network. Vaishali leads the Microsoft Advertising Planning and Product Advisory Groups to gather feedback from agencies and advertisers to bring back to the engineering teams.

Speakers

Nic Darveau-Garneau

Google, Chief Search Evangelist

Lynne Kjolso

Microsoft, VP, Global Corporate Sales

Vaishali De

Microsoft, Partner Group Program Manager for Microsoft Advertising Engineering,

Ginny Marvin

Search Engine Land, Editor-in-Chief, , @ginnymarvin

Moderator

Ginny Marvin
Search Engine Land, Editor-in-Chief , @ginnymarvin

10:15 AM-11:00 AM

Overtime & Break

11:00 AM-12:15 PM

The Periodic Table Of SEO Success Factors: 2019 Edition

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Overview

All new for 2019! We'll unveil the Periodic Table of SEO Success Factors - an SMX Advanced tradition. Join us for a deep-dive examination of search ranking factors that influence your results. What's on the rise? What's on the decline? And what still works?

You'll leave this session knowing the elements that deliver maximum SEO success.

Speakers

Detlef Johnson

Owner, Search Return, Editor at Large, Search Engine Land , @deckarts

Barry Schwartz

RustyBrick, Contributing Editor, Search Engine Land and Owner , @rustybrick

Jessica Bowman

Owner, SEO In-house, Editor at Large, Search Engine Land, , @jessicabowman

Moderator

Ginny Marvin
Search Engine Land, Editor-in-Chief , @ginnymarvin

The Mad Scientists Of Paid Search

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Overview

In this signature SMX Advanced session, our expert panelists will present original research and highly-insightful observations including:
- The impact of match type changes.
- How search and e-commerce auctions really work.
- New developments in attribution modeling.
- Linear regressions.
- Much more!

Honoring a land-standing SMX Advanced tradition, these distinguished marketing scientists are presented with the highly-coveted Mad Scientist lab coat as they deliver their latest search discoveries and insights.

Speakers

Andy Taylor

Merkle, Associate Director of Research - Search Engine Land Contributor , @PronouncedAhndy

Maria Corcoran

Adobe, Search Marketing Program Manager , @mariacorcoran

Andreas Reiffen

Crealytics Inc, CEO & Founder, , @AndreasReiffen

Moderator

Matt Van Wagner
Find Me Faster - SMX Programming Team, President , @mvanwagner

It's All About the Flywheel: How Marketers Are Leveraging Quora for Big Results

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300+ million people come to Quora every month to prep, research, evaluate, ask for tips, and learn more about the world around them. This includes people looking for reliable information about your company, services, products, competitors, and industry. This exchange of knowledge is conducive to people who are receptive to new solutions and discovering new products.

Quora is one of the only platforms where marketers can create an evergreen marketing flywheel to reach and influence their audience across the buyer's journey. In this session, JD will demonstrate how to establish thought leadership and gain credibility, develop a content marketing strategy, and create a full-funnel advertising strategy by utilizing various types of audience targeting.

Speakers

JD Prater

Quora Evangelist, Quora

Managing Large Accounts With Google Ads Power Tools

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The key to managing large accounts is being able to scale with confidence. This session provides a detailed rundown of what you can be doing in Google Ads to keep things running smoothly, even if you have tens of thousands of campaigns to manage. The API, optimization score, and our new planning tools can make your accounts thrive while making your lives easier.

12:15 PM-1:30 PM

Overtime, Lunch & Expo Hall Time

1:30 PM-2:45 PM

Mobile-First & AMP For The Advanced SEO

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Google is now using a mobile-first index based on how mobile devices would crawl the web.

In this session, you'll learn advanced techniques to perform an audit in a mobile-first world to ensure that content, links, metadata and structured data are compliant, regardless of how users access your site. You'll also learn tactics and techniques for maximizing the effectiveness of your site's AMP (accelerated mobile pages) content.

Speakers

Eric Enge

Perficient Digital, General Manager - Search Engine Land Contributor , @stonetemple

Moderator

Barry Schwartz
RustyBrick, Contributing Editor, Search Engine Land and Owner , @rustybrick

What's New & Crucial In SEM

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Search advertising changes constantly. Some changes profoundly affect how you manage accounts, data, reporting and bidding. Just in the past year, we've seen ad text expansion, the introduction of responsive search ads, a radical overhaul of the user interface - even a change to the actual name of the Google Ads program itself.

You'll leave this session up-to-speed on the latest features and understand the benefits of using them.

Speakers

Steve Hammer

RankHammer, President , @armondhammer

Elizabeth Marsten

CommerceHub, Senior Director, eCommerce Growth Services

Moderator

Brad Geddes
AdAlysis - SMX Programming Team, Co-Founder , @bgTheory

Things Google Tries To Correct For You

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The web is a messy place...and while you should try to adhere to best practices, in many cases, Google may have already corrected your mistakes on their end. Come learn what goes into the decisions for some of these processes and how to check if you need to clean these issues up on your end.

Speakers

Patrick Stox

IBM, SEO Specialist - Search Engine Land Contributor , @patrickstox

Moderator

George Nguyen
Third Door Media, Associate Editor , @geochingu

Elevating The Value Of SEO

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Natural search generally accounts for half or more of all traffic to most websites and yet does not get the respect or attention deserving of a channel responsible for more performance than all other channels combined. The irony is that gaining greater respect for SEO often comes from leaving the term "SEO" behind. This session will help practitioners elevate the value of SEO in their organizations through proven methods and concrete examples.

Speakers

Mellissa Jensen

Cisco, Content & SEO Manager , @MellissaJensen

Moderator

George Nguyen
Third Door Media, Associate Editor , @geochingu

Thriving in The New World Of Pagination

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SEO best practices related to pagination have recently gone through major changes. Specifically, Google has stopped supporting the rel=next/prev markup it launched back in 2011. In this insight session Lily will show you how to structure your paginated content to meet search engine guidelines for maximizing crawlability and improving user experience.

Speakers

Lily Ray

Path Interactive, Director, SEO , @lilyraynyc

Moderator

George Nguyen
Third Door Media, Associate Editor , @geochingu

Shape Your Traffic Through Internal Linking

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Everyone recognizes the value of external links, but internal links can play an equally important role in engaging users on your site. But internal links in a website with thousands or millions of indexed pages can be a downright mess to organize, let alone optimize to shape traffic. In this SMX Insight session, Ilana Gershteyn will show you how to select the links to drive traffic and where to place them to promote what's important to drive revenue.

Speakers

Ilana Gershteyn

Edmunds.com, SEO Tech Lead , @illyg1111

Moderator

George Nguyen
Third Door Media, Associate Editor , @geochingu

Creating Killer Dashboards That Inform & Persuade

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What good are your brilliant audits and analysis if you can't communicate the insights in a way that persuades clients, management and stakeholders and results in buy-in and budget?

SEOs need to place more emphasis on visualizing data, not only to convince those that we work for and with, but so that we can make more informed decisions faster. In this talk, Sam will show you how you can revolutionize your reporting by creating impactful dashboards, so that you can become a more efficient SEO.

Speakers

Sam Marsden

DeepCrawl, SEO & Content Manager , @sam_marsden

Moderator

George Nguyen
Third Door Media, Associate Editor , @geochingu

Link Building Secrets SEOs Won't Share: How To Build A Link Profile That Rank

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Kevin Rowe, CEO, of PureLinq, will share his secrets to developing a high-performing and scalable link building program that drives ranking. Attendees will leave with an understanding of how to build a scalable, efficient, and high-impact link building program.

Rowe will also briefly demo PureLinq's proprietary technology that allows them to drive links at an unprecedented predictable and scalable rate.

This actionable session will cover:

  • Building relationships and tools for link building
  • Focusing on contextual links
  • Advanced metrics to evaluate sites (where should you links be placed)
  • Where to point links: articles or product/service pages?

Speakers

Kevin Rowe

Founder & CEO, PureLinq

Understanding Your Creative Potential In Google Ads

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This session covers two important updates to Google Ads in 2019: the upcoming deprecation of average position and a recently-introduced campaign type - Discovery Ads. Come find out why you'll actually be more informed without average position and how to successfully add Discovery campaigns into your campaign mix.

2:45 PM-3:15 PM

Overtime, Refreshments & Expo Hall Time

3:15 PM-4:30 PM

What's New With Schema & Structured Data

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Structured data (aka schema) drives both Position Zero/featured snippets in the SERPs and answers to voice queries on Google Home and Google Assistant.

Attend this session for:
- Advanced tactics that ensure your sites rank well by making content accessible to search engines.
- Tips on how to implement, test and validate structured data.
- Advice for how to future-proof content to avoid getting left out of the voice search conversation.

Speakers

Cata Milos

Microsoft, Senior Program Manager , @catam

Max Prin

Merkle Inc., Head of Technical SEO - Search Engine Land Contributor , @maxxeight

Moderator

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

Automation: The Next Generation

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Google and Microsoft Advertising are constantly adding new features to automate bidding, budgeting, ad creation and targeting that are meant to make campaign management easier and more productive. Meanwhile, third party platforms continue to roll out new tools that purport to work around native ad platforms' shortcomings. Clever SEM managers find new ways to save time using scripts, APIs and other apps.

In this session, you'll get a look at the automation landscape and what tactics SEM managers should be thinking about in the year ahead.

Speakers

Duane Brown

Take Some Risk Inc., Founder & Head of Strategy , @duanebrown

Brad Geddes

AdAlysis - SMX Programming Team, Co-Founder , @bgTheory

Moderator

Matt Van Wagner
Find Me Faster - SMX Programming Team, President , @mvanwagner

Advanced Social Ads Clinic

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As advertising opportunities multiply, so does the complexity of leveraging new ad formats.

In this clinic, you can ask questions about new or unfamiliar formats and take away expert tips, strategies and processes for getting more value from paid ad campaigns on social media channels. You'll also gain critical insights into how the algorithms of paid social media advertising really work.

Speakers

Zenia Johnson

3Q Digital, Account Lead , @mshungrychic

Michelle Morgan

Clix Marketing, Director of Client Services - Search Engine Land Contributor , @michellemsem

Moderator

Ginny Marvin
Search Engine Land, Editor-in-Chief , @ginnymarvin

Advanced Amazon Ads Clinic (located in Marina Room)

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Amazon is now the third-biggest digital ad seller behind Google and Facebook, and it's growing faster than any other platform out there. Yet, while Amazon's ad platform has made strides, it still lacks the sophisticated functionality of its competitors.

Attend this clinic for the opportunity to discuss specific tactics and best practices for leveraging Sponsored Products, Sponsored Brands and Product Display Ads as well as Amazon's other advertising offerings.

Speakers

Todd Bowman

Merkle Inc., Senior Director, Amazon and eRetail , @ToddBowman68

Bryant Garvin

Chamber.media, Partner, Head of Acquisition , @bryantgarvin

Moderator

Ginny Marvin
Search Engine Land, Editor-in-Chief , @ginnymarvin

How to Optimize at the Speed of Search: Staying Ahead with Real-time SEO

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There has never been a better time to be an SEO than right now. Real-time capabilities are for the first time ever empowering marketers with real-time, up-to-the-second research, rankings, and recommendations for mobile and desktop search (SEO), commerce (Amazon) and video (YouTube) engines. As SEO constantly evolves revolutionary new technology capabilities are transforming how marketers are able to drive SEO performance at scale.

In this session, learn how to master the art of real-time SEO. Stay ahead of the competition, respond to trends instantly so you can optimize in real-time. Learn how to get a bigger seat at the executive table as real-time SEO performance uplifts immediately catch C-level attention.

Session insights will cover;

  • Utilizing real-time research on demand to uncover trends and opportunities as they happen
  • Understanding in real-time how content is performing across any search engine and any device across 37,000 locations and 46 languages
  • Making voice search a reality with conversational SEO strategies
  • Understanding page speed and how to take and integrated approach with real-time data and live recommendations
  • How to optimize at the speed of Google through analysis of video (YouTube) and images
  • How to protect your brand on Amazon and Amazon Rank

Speakers

Nicole Lopuch

Product Marketing, BrightEdge

Delivering Fast, Assistive Experiences To Supercharge Your Google Ads Performance

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Getting better results from your ads today requires more than just the right keywords or bids. You need to deliver the helpful and frictionless experiences consumers expect from brands. Even the best ads struggle to deliver results if they're sending people to slow landing pages, especially on mobile. In this session learn how to make it easier to diagnose and improve your mobile site speed.

4:30 PM-4:45 PM

Overtime & Break

4:45 PM-5:45 PM

The New Renaissance Of JavaScript

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JavaScript drives at least some functionality on 94% of all websites. And this reliance is likely to grow as Google, in particular, doubles down on PWA (Progressive Web App) adoption for their JavaScript-based capabilities to create responsive, application-like experiences for mobile and desktop devices.

Google also recently released a new SEO workaround, called dynamic rendering, that will support modern sites with JavaScript, and sites that have a strong social media presence.

Attend this session to get an inside look into the renaissance of JavaScript and the reality of PWAs and dynamic rendering.

Speakers

Robin Rozhon

Electronic Arts (EA), SEO Strategist , @RobinRozhon

Moderator

Detlef Johnson
Owner, Search Return, Editor at Large, Search Engine Land , @deckarts

Perfect Your SEM Testing: How & Why To Evaluate Everything

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Want to write the best ads the world has ever seen and then prove it?

This session focuses on the process of designing, implementing and measuring the results of your search advertising testing. You'll learn what can and cannot be tested, how to design robust tests and the skills to identify all the biases and underlying problems of testing PPC campaigns.

Our panelists will share best-practices and case studies that illustrate how to design the most effective keyword, bid level, messaging and landing page tests. You'll also get insights into how to test and validate higher-level business questions that you must answer to successfully implement search advertising campaigns.

Speakers

Tony Adam

Visible Factors, Founder/CEO , @visiblefactors

Ayat Shukairy

Invesp, Co-Founder , @ayat

Moderator

Brad Geddes
AdAlysis - SMX Programming Team, Co-Founder , @bgTheory

Next-Gen Marketers Won't Care About ROI

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The next generation of performance marketers are going to leverage content that drives sales and builds brands. No more separate silos. Marketers won't just be focused on the numbers in dashboards because they'll focus on how those numbers are really impacting the business. In this session, Bryant will show the strategies he helped develop in-house at online mattress seller Purple, using data to shape marketing campaigns that helped drive the company to $67 MM in its first year and $196 MM in sales in its second year in business. Bryant uses these strategies daily with the brands he works with and you will leave thinking differently about the data you look at on a daily basis to grow your brand.

Speakers

Bryant Garvin

Chamber.media, Partner, Head of Acquisition , @bryantgarvin

Moderator

George Nguyen
Third Door Media, Associate Editor , @geochingu

Outsmart YouTube's Automated Bidding To Drive More Conversions

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YouTube's automated bidding algorithm isn't ideal. You can dramatically improve your video campaign performance by applying a number of intelligent tactics that work far better than defaulting to automated bidding. This session shows you how.

Speakers

Ashley Mo

3Q Digital, Regional Director, APAC , @ashleylmo

Moderator

George Nguyen
Third Door Media, Associate Editor , @geochingu

Competitive Intelligence Using Google Auction Insights

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The metrics provided under Auction Insights can be misleading, but if you understand what they mean and visualize the data so that competitors in paid search auctions are graphed relative to each other, you can get answers about your account's performance that would otherwise be invisible.

In this session you'll learn how to use Google Sheets and Scripts to take the information that Google Ads gives you under Auction Insights and transform it so it's more useful, easier to understand and compelling to your boss or client.

Speakers

James Hebdon

Paid Search Magic, CTO , @jphebdon

Moderator

George Nguyen
Third Door Media, Associate Editor , @geochingu

The Absolute Truth about Attribution Modelling

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No matter how hard we work, how good our tracking and how clever we are, our attribution models will always be significantly flawed.

Acknowledging that reality, rather than brushing it aside, allows us to discover more about the known unknowns in the spaces between real-world campaign results and the systems we deploy to measure that reality. Looking through these blind spots, we can often develop new insights into "hidden" cause and effect relationships that are otherwise completely missed and which can improve ROAS. In this thought-provoking session, Matt will show you how.

Speakers

Matt Van Wagner

Find Me Faster - SMX Programming Team, President , @mvanwagner

Moderator

George Nguyen
Third Door Media, Associate Editor , @geochingu

Mastering SEO Silos

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Come learn about SEO siloing from the person who invented it. This powerful "ranking factor" is often overlooked or implemented incorrectly. Attendees will learn the concepts and approaches to designing a silo architecture and the steps in the process.

You will learn:

  • What is a silo, and why does it matter?
  • Examples of successful results using silos
  • Essential steps in the siloing process
  • Effective internal linking structures
  • How to create physical and virtual silos

Speakers

Bruce Clay

Founder & President, Bruce Clay, Inc.

5:45 PM-6:45 PM

Overtime & Expo Hall Reception

SMX Expo Hall Reception

SPONSORED BY:

8:00 PM-10:30 PM

SPONSORED BY:

Calendar

Full Conference Agenda - Wednesday, June 5th

8:00 AM-9:00 AM

Breakfast & Registration

9:00 AM-10:15 AM

Optimizing For Voice Search & Virtual Assistants

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With millions of Google Assistant-based devices and Amazon Echos sold, it's clear that the feature of SEO requires optimizing content for voice search.

This session covers the opportunities and challenges voice search presents, including:

- How to optimize your content and user experience for a future in which half of all queries are voice-driven.
- The role featured snippets play in surfacing voice search results.
- Using variables such as locations, long-tail keywords and reviews.
- Creating task-based and informational content.
- Identifying cost-effective ways to experiment and learn with voice search.

Speakers

John Lincoln

Ignite Visibility, CEO - Search Engine Land Contributor , @johnelincoln

Olga Andrienko

SEMrush, Head of Global Marketing , @olgandrienko

Moderator

Barry Schwartz
RustyBrick, Contributing Editor, Search Engine Land and Owner , @rustybrick

Cracking Attribution In A Cross-Channel, Cross-Device World

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Sure, attribution is messy and imperfect, but savvy marketing know it's worth the trouble. Investing in attribution is about more than just budgets and bidding... it's also about gaining a better view of how channels and campaigns make an impact and how those efforts work together (or don't...) throughout the customer journey.

Bring your tough attribution questions to a panel of experts for meaningful answers. You'll learn about advanced-level approaches that can come from integrating your data. You'll also hear the pros and cons of certain attribution tools and platforms, and of course, attribution success stories.

Speakers

Simon Poulton

Wpromote, Vice President, Digital Intelligence - Search Engine Land Contributor , @spoulton

Nicola Smith

Rebel & Reason LLC, Founder & CEO , @Nicola_Smith22

Moderator

Ginny Marvin
Search Engine Land, Editor-in-Chief , @ginnymarvin

Advanced Technical SEO Clinic

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Overview

You may be a master of the technical basics, but even battle-scarred veterans run into serious challenges when they dive into advanced topics. Things get complicated quickly under the hood of your web infrastructure when you look at things like:

- URL parameter facets + pagination + canonicalization?
- Mobile + international versions?
- Local/geo + rel next/prev + Ajax?

If you're stumped on some of these issues, you're not alone. Bring your biggest challenges and most vexing questions to this elite clinic to hear how the experts tackle crazy-complicated technical issues that confound even the most advanced SEOs.

Speakers

Patrick Stox

IBM, SEO Specialist - Search Engine Land Contributor , @patrickstox

Jenny Halasz

JLH Marketing, Inc., President , @jennyhalasz

Moderator

Detlef Johnson
Owner, Search Return, Editor at Large, Search Engine Land , @deckarts

Take Paid Search Performance to the Next Level with AI for Connected Advertising Experiences

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Overview

Search advertising is complex. The average campaign has millions of keywords layered with dimensional and campaign data. Artificial Intelligence learns from available data and automatically makes the best decisions on bids and budgets. Integrate Search into your omnichannel advertising experiences for personalization and performance lift.

  • Learn how Adobe Advertising Cloud Search and Adobe Sensei AI drive performance across search engines and bidding technologies.
  • ServiceNow will share how they are leveraging data and an integrated ad stack to drive ROI lift and deliver more meaningful and valuable experiences for their customers.

Speakers

Cindy Nowicki

Director, Digital Customer Acquisition & Marketing, ServiceNow

Chris Ohlhoff

Sr. Solutions Consultant, Adobe

10:15 AM-11:00 AM

Overtime, Break & Expo Hall Time

11:00 AM-12:00 PM

Google & Bing Talk Spam & Penalties

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Overview

Want a behind-the-scenes view of how Google and Bing determine what's good and what's bad? Join Fili, former Google Search Quality team member, and Frédéric, who leads the anti-spam team at Microsoft, for a candid conversation on how both engines are fighting spam and handling manual penalties.

They'll discuss:
- Current webmaster guidelines: the things both Bing and Google think is bad and the subtle differences between the two.
- All about penalties: the philosophy behind them, how they are applied by each engine and how to get reconsidered.
- What's new: the latest blackhat SEO they're seeing and why it's still prudent to avoid the dark side.

Speakers

Frédéric Dubut

Microsoft, Senior Program Manager , @CoperniX

Fili Wiese

SearchBrothers, SEO Expert - Search Engine Land Contributor , @filiwiese

Moderator

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

Making Your Analytics Work Harder & Smarter

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Overview

Our ability to track, report, analyze and understand visitor behaviors and marketing performance get better all the time — if we can keep up with all the new features.

In this session, you'll get a closer look at the most powerful dashboards, reporting tools, connectors and attribution options available to help you improve campaign performance.

Speakers

Andrew Garberson

Bounteous / LunaMetrics, VP of Marketing Services , @garberson

Jenny Halasz

JLH Marketing, Inc., President , @jennyhalasz

Moderator

Matt Van Wagner
Find Me Faster - SMX Programming Team, President , @mvanwagner

Advanced SEM Clinic

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Overview

Your campaigns are performing well, but you're certain that with a bit of creativity and elbow-grease you can maximize ROI and ROAS. What to do?

In this hands-on clinic, our certified (and certifiable!) SEM Mechanics will offer you their expert advice on your PPC ads, bidding tactics and anything else on your mind. Bring your toughest paid search questions on the table!

Speakers

Susan Wenograd

Aimclear, Account Group Director - Search Engine Land Contributor , @SusanEDub

Moderator

Brad Geddes
AdAlysis - SMX Programming Team, Co-Founder , @bgTheory

I've got these great Audiences…now what? – Using Audiences to Extend Your Campaign Reach

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Join experts from Microsoft Advertising as they provide specific, concrete concepts for how to utilize your existing Audiences to grow the reach of your current campaigns without sacrificing ROI through multiple client case studies.

Speakers

Monika Sola

Senior Account Manager, North America Strategic Sales, Microsoft Advertising

Marc Jerde

Account Executive, Microsoft Advertising

12:00 PM-1:15 PM

Overtime, Lunch & Expo Hall Time

1:15 PM-2:15 PM

The Smart Way To Create & Repurpose Content

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    SEO

Overview

While most online marketers dedicate considerable resources to the care and feeding of content on their websites, a few savvy marketers are discovering that a multi-faceted approach to content creation, curation and repurposing provides multiple benefits.

In this session, you'll learn how to implement a cross-channel strategy that maximizes amplification of your content and the impact of your campaigns.

Speakers

Katie Pennell

Nina Hale Performance Digital, Senior Performance Content + SEO Manager , @katiepennell

Stoney deGeyter

The Karcher Group, VP of Search and Advertising , @StoneyD

Moderator

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

Aligning Your Marketing With Your Customer's Journey

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Overview

In today's challenging marketing world, the ability to align messaging across channels, segment your best performing audiences and create cohesive journey-mapping from awareness through sales is critical for success. It's especially challenging because getting it right means closely collaborating and coordinating with multiple departments and stakeholders.

In this session, you'll learn how to get in step with your customers (and your team) as they follow their own paths toward interest, engagement and conversion.

Speakers

Michelle Morgan

Clix Marketing, Director of Client Services - Search Engine Land Contributor , @michellemsem

Amy Bishop

Cultivative, Owner - Search Engine Land Contributor , @hoffman8

Moderator

Brad Geddes
AdAlysis - SMX Programming Team, Co-Founder , @bgTheory