Obsessed With SEO & SEM

June 11-13, 2018
Bell Harbor International Conference Center

SMX Advanced 2018 Agenda

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Calendar

Full Conference Agenda - Monday, June 11th

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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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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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.

Speakers

Surojit Chatterjee

Head of Product for Google Shopping, Google

Moderator

Ginny Marvin
Associate Editor, Third Door Media, @ginnymarvin

SEM Keynote Conversation: Bing & SEM

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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.

Speakers

Steve Sirich

General Manager, Global Search Ads Business, Microsoft, @stevesirich

Moderator

Ginny Marvin
Associate Editor, Third Door Media, @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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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.

Speakers

Marcus Tober

Founder/CTO, Searchmetrics Inc., @marcustober

Jeff Preston

Senior Manager, SEO, Disney Interactive, @jeffreypreston

Mordy Oberstein

Marketing Manager, RankRanger, @MordyOberstein

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.

Speakers

Andreas Reiffen

CEO & Founder, Crealytics Inc, @AndreasReiffen

Andy Taylor

Associate Director of Research, Merkle, @PronouncedAhndy

Andrew Goodman

President, Page Zero Media, @andrew_goodman

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

Perform Media - TBA

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Learn With Google - TBA

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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.

Speakers

Kevin Malarick

SEO Manager, Product, Edmunds Inc., @edmunds

Alexis Sanders

Technical SEO Account Manager, Merkle, @AlexisKSanders

Moderator

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

Turning Your Data Into Compelling Stories

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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.

Speakers

Bill Hunt

President, Back Azimuth Consulting, @billhunt

Maria Corcoran

Search Marketing Platform Manager, Adobe, @mariacorcoran

JD Prater

Director of Growth Marketing, AdStage, @jdprater

Moderator

Brad Geddes
Co-Founder, AdAlysis, @bgTheory

Maximizing The Impact Of Online Video Ads

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Once upon a time, a successful video strategy meant having a YouTube page. Times have changed, and today, there are dozens of options, formats and channels appealing to widely varied audiences. The migration of video to social and other platforms presents marketers with challenging issues to solve:

- How do I take advantage of the billions of video views on Facebook every day?
- What's the most effective cross-platform video strategy for my brand?
- Should I be taking the risk of doing real-time experiments?

Are those questions you are asking? Come to this session to learn best practices for socially promoting your videos while maintaining the integrity of your brand.

Speakers

Cory Henke

Founder / Business Development, Variable Media Agency

Moderator

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

Invoca - TBA

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Learn With Google - TBA

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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.

Speakers

Pete Dainty

Global Head of SEO, eBay

Frederic Dubut

Senior Program Manager, Bing, @CoperniX

Brian Ussery

Director of SEO, SapientRazorfish, @beussery

Melody Petulla

Senior Account Manager, SEO, Merkle, @melpetulla

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.

Speakers

Sean Murphy

Senior Associate, Red Ventures, @ppc_sean

Brad Geddes

Co-Founder, Adalysis, @bgTheory

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 and a need for ever sharper skills.

Learn advanced strategies for executing profitable shopping campaigns: feed optimization, campaign structure, bidding strategies and more. And hear more about Google's big new initiative to take on Amazon, Google Shopping Actions.

Speakers

Elizabeth Marsten

Senior Director, e-Commerce Growth Services, CommerceHub, @ebkendo

Spencer Jahnke

Performance Media Manager, Nina Hale, @S_jahnke

Joe Martinez

Director, Paid Media & Community, Granular, @MilwaukeePPC

Moderator

Ginny Marvin
Associate Editor, Third Door Media, @ginnymarvin

Learn With Google - TBA

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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.

Speakers

Bill Slawski

Director of SEO Research, Go Fish Digital, @bill_slawski

Patrick Stox

Technical SEO, IBM, @patrickstox

Mike Arnesen

Founder & CEO, UpBuild, @mike_arnesen

Moderator

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

The Latest & Greatest In Online Ads

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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.

Speakers

Laura Pattison

Digital Advertising Manager, Wheelhouse DMG

Laura Stiles

Digital Advertising Manager, Wheelhouse DMG, @wheelhouselaura

Sean Murphy

Senior Associate, Red Ventures, @ppc_sean

Mark Irvine

Sr Data Scientist, WordStream, @MarkIrvine89

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.

Speakers

Brittany Page

Associate Director of SEO, 3Q Digital, @3QDigital

Chris Humber

Head of Search, Catalyst, @ChrisHumber

Bryant Garvin

Director of Marketing, Purple, @bryantgarvin

Moderator

Ginny Marvin
Associate Editor, Third Door Media, @ginnymarvin

Brightedge - TBA

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Learn With Google - TBA

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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.

Speakers

Jeremy Epperson

VP of Conversion Optimization, 3Q Digital, @Jeremy3Q_CRO

Ayat Shukairy

Co-Founder, Invesp, @ayat

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

Local Search: Significant Changes On The Horizon

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Google has been moving to improve local search on several fronts, and the changes should be embraced by anyone who relies on geotargeting as a primary means of attracting customers. This session will cover an array of crucial topics, from how to take more control over your business-specific information to maximizing impact with local ads - plus probable future changes. Join our expert speakers to explore the rapidly evolving local marketing landscape and how marketers can best leverage new opportunities.

Speakers

Andy Taylor

Associate Director of Research, Merkle, @PronouncedAhndy

David Mihm

Founder, Tidings, @davidmihm

Dana DiTomaso

President & Partner, Kick Point Inc., @danaditomaso

Moderator

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

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.

Excel With Bing - TBA

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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.

Speakers

Adrian Phipps

Global SEO Director, GSK (GlaxoSmithKline), @Adrianphipps

Upasna Gautam

Search Lead, Ziff Davis, @upasnagautam

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.

Speakers

Maria Corcoran

Search Marketing Platform Manager, Adobe, @mariacorcoran

Jillian Nagle

Associate, Red Ventures, @jill_nagle1

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.

Speakers

Brian Ussery

Director of SEO, SapientRazorfish, @beussery

Marcela DeVivo

Corporate Speaker, SEMrush, @marceladevivo

Moderator

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

Excel With Bing - TBA

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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.

Speakers

Bill Hunt

President, Back Azimuth Consulting, @billhunt

Patrick Stox

Technical SEO, IBM, @patrickstox

Vanessa Fox

CEO, Keylime Toolbox, @vanessafox

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.

Speakers

Michelle Morgan

Director of Client Services, Clix Marketing, @michellemsem

Jeff Ferguson

CEO, Fang Digital Marketing, @fangdigital

Susan Wenograd

Partner & SEM Manager, Five Mill, Inc, @susanedub

Moderator

Ginny Marvin
Associate Editor, Third Door Media, @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.

Speakers

Simon Poulton

Director of Digital Intelligence, Wpromote, @spoulton

Andrew Garberson

Director of Digital Marketing Strategy, LunaMetrics, @garberson

Bosley Jarrett

Digital Media Associate, Red Ventures, @bosleyjarrett

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

Excel With Bing - TBA

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