Obsessed With SEO & SEM

June 11-13, 2018
Bell Harbor International Conference Center

SMX Advanced 2018 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

Full Conference Agenda - Tuesday, June 12th

7:30 AM-9:00 AM

Breakfast & Registration

9:00 AM-10:15 AM

SEO Keynote Conversation: AMA With Google Search

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Overview

SMX Advanced kicks off for SEOs with Google taking on all questions. We'll cover some of the most-discussed SEO issues and have plenty of time for Q&A from the audience. You won't want to miss it!

Moderator

Michelle Robbins
SVP Content & Marketing Technology, Third Door Media, Inc., @MichelleRobbins

SEM Keynote Conversation: Google & SEM

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Overview

Join Surojit Chatterjee, Google Shopping's Head of Product, as he explores what's new in mobile and shopping search advertising, including Product Listing Ads, Local Inventory Ads, and Showcase Shopping Ads. Surojit will also discuss mobile initiatives such as call measurement, online-to-offline measurement, mobile app formats, and more. Don't miss this unique opportunity to learn specific ecommerce insights about Google, from Google.

Moderator

Ginny Marvin
Contributing Editor, Marketing Land, @ginnymarvin

SEM Keynote Conversation: Bing & SEM

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Overview

With 20% market share, Bing offers many opportunities for advertisers to reach new markets. Hear what the Bing Ads team has been working on, what's in store for advertising opportunities on the platform and where Microsoft sees search headed.

Moderator

Ginny Marvin
Contributing Editor, Marketing Land, @ginnymarvin

10:15 AM-11:00 AM

Refreshments & Expo Hall Time

11:00 AM-12:15 PM

SEO Ranking Factors In 2018: What's Important, What's Not

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Overview

The debate about Google ranking factors evolves with every algorithm update and each new theory about the influence of machine learning and AI. What's on the rise, what's on the decline, and more importantly, what still works?

You'll leave this session knowing the key elements, tactics and factors for SEO success.

Moderator

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

The Mad Scientists Of Paid Search

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While most of us spend our days toiling away in the deepest details of paid search campaigns, the Mad Scientists are in their own world. In their labs, the Mad Scientists of Paid Search explore the deepest secrets of SEM, running experiments, testing regression models and analyzing larger trends to unlock fundamental secrets of auctions, attribution, economics and search behaviors.

Honoring a long-standing SMX Advanced tradition, the distinguished marketing scientists selected for this panel don the highly coveted Mad Scientist lab coats as they deliver their latest search discoveries and insights.

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

12:15 PM-1:30 PM

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.

Moderator

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

The Latest & Greatest In Online Ads

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Overview

Since you last attended SMX Advanced, Google has rolled out a new Adwords user interface. The starting place for ads is now expanded text and responsive units. Google has been steadily evolving its platform by automating ad extensions, enhancing remarketing and extended dynamic remarketing to Gmail. Beyond that, customer match includes additional fields, and Google has many more new and interesting options you should know about.

In this session, you'll explore the changes, ensure you are up to date and get the tactics you need to maximize the performance of your campaigns.

Moderator

Brad Geddes
Co-Founder, AdAlysis, @bgTheory

TBA

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TBA

Moderator

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

2:45 PM-3:15 PM

Refreshments & Expo Hall Time

3:15 PM-4:30 PM

Advanced Technical SEO: Page Speed, Site Migrations, Crawling

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Technical SEO has always been a critical component of search marketing. It's the foundation of SERP success.

In the first of two sessions examining this discipline, our experts take a deep dive into tactics for optimizing crawl budget, fine-tuning page speed and how to execute on large-scale error-free site migrations.

You'll leave the session with:
- An in-depth understanding of the factors that impact what, when, and how much of your site content search engines will crawl.
- Tips and tricks for how best to maximize your site's "crawl budget" to ensure your most important content remains forever accessible.
- A comprehensive strategy for executing an error-free site migration.
- A detailed plan for optimizing page resources -- site images, CSS, JS, HTML and more -- to reduce page load times to increase engagement, conversions and SERP rankings.

Moderator

Michelle Robbins
SVP Content & Marketing Technology, Third Door Media, Inc., @MichelleRobbins

Machines & Humans: A SWOT Analysis

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The question is no longer whether we automate or manage campaigns by hand... it's how to best supplement human brain power with the capabilities of machine -- algorithms, machine-learning and AI -- to achieve superior results better, faster and more consistently.

In this session, you'll learn the strengths, weaknesses, opportunities and threats associated with increasing the involvement of, and reliance upon, machine-based methods to assist with paid search advertising.

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

Taking Shopping Campaigns to the Next Level

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Google and Bing Shopping campaigns continue to gain click share over text ads. That popularity means more competition.

Hear from panelists about advanced strategies for executing productive and profitable shopping campaigns: feed optimization and rules, campaign structure, bidding strategies and more.

Moderator

Ginny Marvin
Contributing Editor, Marketing Land, @ginnymarvin

4:30 PM-4:45 PM

Break

4:45 PM-5:45 PM

Advanced Technical SEO: Schema & Structured Data, JavaScript

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In this session, you'll learn advanced technical SEO from experts as they tackle two topics at the forefront of website development and search engine indexing and ranking: JavaScript and structured data.

JavaScript is used by 94% of all websites to enable robust user experiences, and Google, in particular, is doubling down on PWA (Progressive Web Apps) adoption for their JavaScript-based capabilities to create responsive, application-like experiences for mobile and desktop devices. At the same time, structured data (aka Schema) has come even more sharply into focus as the primary driver for both "Position Zero"⁄featured snippets in the SERPs, as well as being utilized for surfacing the spoken answers to voice queries on Google Home and Google Assistant.

You'll learn:
- How to build and optimize the next generation of fast and functional JavaScript-based sites.
- Advanced tips and techniques to ensure your sites will rank well by making content accessible to search engines.
- How to properly implement, test and validate structured data, along with where and how these results are surfaced in the SERPs.
- How to future-proof content from getting left out of the voice search conversation.

Moderator

Michelle Robbins
SVP Content & Marketing Technology, Third Door Media, Inc., @MichelleRobbins

Turning Your Data Into Compelling Stories

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Overview

Data is our both our best friend and a frustrating nemesis that thwarts interpretation with sheer volume and conflicting signals.

Mastering analysis is crucial for successfully managing and fine-tuning accounts and for transforming data into insight for your boss, clients and other key stakeholders.

Attend this session for an advanced course in data-driven storytelling. You'll learn to transform unorganized data into compelling and convincing presentations that showcase the trends, successes and future potential of your SEM campaigns.

Moderator

Brad Geddes
Co-Founder, AdAlysis, @bgTheory

Amazon: How to Optimize, Compete & Win On The World's Biggest Marketplace

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Selling on the Amazon Marketplace offers big opportunities, but it also presents unique challenges for merchants and retailers.

In this session, we'll discuss what you need to know when considering selling on Amazon, how to think about optimization on the platform -- from pricing to merchandising -- and how to leverage Amazon's growing suite of ad products for sellers.

Moderator

Ginny Marvin
Contributing Editor, Marketing Land, @ginnymarvin

5:45 PM-6:45 PM

SMX Expo Hall Reception Meet the market leading solution providers exhibiting at SMX Advanced, while enjoying a beverage, snacks and networking.

(open to Expo+ pass holders)

Calendar

Full Conference Agenda - Wednesday, June 13th

8:00 AM-9:00 AM

Breakfast & Registration

9:00 AM-10:15 AM

A Discussion with Cortana and Google Assistant, in Their Own Voices

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Join us for this fresh discussion on voice engagement. Where it started, how we got to where we are, and hear directly from leaders in the field. We'll dive in on the technology, uncover the "whys" driving decisions and look at how "persona" means something well beyond your normal marketing alignment. Get a deep, unique view of the biggest change-making topic in our industry.

Moderator

Michelle Robbins
SVP Content & Marketing Technology, Third Door Media, Inc., @MichelleRobbins

Conversion Optimization: Turning Quick Wins Into Winning Streaks

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Increasing CPC rates mean SEMs are under mounting pressure to improve campaign and conversion performance.

In this session, you'll learn how to find quick wins and turn them into sustainable, longer-term gains. We'll cover landing page optimization coupled with campaign optimization techniques for B2B, B2C, lead gen, e-commerce and more.

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

Local Search Braintrust: Open Q&A on Local SEO & SEM

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You have questions? Ask us anything! Our panel of local search experts has answers. From local listing optimization, reviews, citations and local SEM to thorny and frustrating Google My Business issues, our panel will take all your questions and turn them into actionable tactics in this 100% Q&A environment.

Moderator

Greg Sterling
Founding Principal, Sterling Market Intelligence, @gsterling

10:15 AM-11:00 AM

Refreshments & Expo Hall Time

11:00 AM-12:15 PM

Optimizing For Voice Search & Virtual Assistants

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With more than 400 million Google Assistant-based devices in use and 20 million Amazon Echos sold, it's clear the future of SEO requires optimizing content for voice search.

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

- Optimizing 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 location, long-tail keywords and reviews.
- Creating task-based and informational content.
- Identifying cost-effective ways to experiment and learn with voice search.

Moderator

Michelle Robbins
SVP Content & Marketing Technology, Third Door Media, Inc., @MichelleRobbins

Audience Targeting In A Privacy-Centric World

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Audience targeting and remarketing: Two powerful tools for marketers... unless they're rendered useless by ad blockers, tracking restrictions (Apple), shifts in consumer behavior and new privacy regulations.

In this session, we'll examine what's new in audience targeting, plus how the changes to tracking will affect your ability to effectively use audience targeting and remarketing.

Moderator

Brad Geddes
Co-Founder, AdAlysis, @bgTheory

Deep Dive: Google's New Search Console

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Do you spend a lot of time in the Google Search Console? A completely revamped GSC is out that features new search performance data, index coverage, AMP status, job posting reports and many other powerful features.

In this session, you'll learn about:
- How to take maximum advantage of the Search Console's new responsive user interface.
- New reports Google says provide "more transparency" into its indexing.
- Two-way communications between Google and website owners to help resolve issues faster.

Moderator

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

12:15 PM-1:45 PM

Lunch & Expo Hall Time

1:45 PM-3:00 PM

Solving Complex SEO Problems When Standard Fixes Don't Apply

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Most technical SEO audit presentations cover tools and theory, but few help you piece it all together or sort out the issues when standard fixes have been implemented. What happens when things go wrong or aren't performing as expected?

In this session, our speakers show you how to go beyond tools and find which metrics deliver an immediate indication of bigger issues. You'll get proven strategies and tactics that work when standard technical SEO fixes do not.

Moderator

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

Storytelling With Social Ads That Sell

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Effective social advertising demands more than just finely tuned and targeted campaigns. Great social ads connect with people and hook them with storytelling.

In this session, you'll hear from marketers who have effectively folded branding and storytelling into performance campaigns to crack open incredible ROAS on social networks like Facebook, Instagram and LinkedIn.

Moderator

Ginny Marvin
Contributing Editor, Marketing Land, @ginnymarvin

Making Your Analytics Work Harder & Smarter

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Our ability to track, report, analyze and understand visitor behaviors and marketing performance gets 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.

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

3:00 PM-3:15 PM

Refreshment Break

3:15 PM-4:15PM

Ask The SEOs

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During this PowerPoint-free panel, veteran search marketers and technical SEOs answer your questions about search engine optimization. Got a puzzling issue? Wondering about emerging trends or tips and techniques? Ask the experts!

Moderator

Michelle Robbins
SVP Content & Marketing Technology, Third Door Media, Inc., @MichelleRobbins

Ask The SEMs

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From macro trends to micro tactics, here's your opportunity to ask our panel of leading paid search experts anything and everything ad-related.

No PowerPoints. No holds barred. No BS. Join us for an open Q&A to get all your questions answered.

Moderator

Ginny Marvin
Contributing Editor, Marketing Land, @ginnymarvin

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