Obsessed With SEO & SEM

June 3-5, 2019
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

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.

Advanced AdWords Training

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Presented by Brad Geddes

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

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

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 & Susan Wenograd

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.

5:00PM - 6:00PM

SMX Advanced Introductions



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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    SEO

Overview

Things continue to change rapidly in the world of SEO. In this wide-ranging keynote, you'll hear insights into what's happening with technical SEO, important considerations for in-house SEOs and an insider's perspective into the world of agency SEOs, and what to expect going forward.

Speakers

Jessica Bowman

Founder, SEOinhouse.com, @jessicabowman

Alexis Sanders

Technical SEO Account Manager, Merkle, @AlexisKSanders

Moderator

Detlef Johnson
Owner, Search Return, @deckarts

SEM Keynote Conversations with Bing & Google

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Overview

In this keynote session, you'll hear from executives from Google and Bing and Search Engine Land's editor-in-chief about where search is headed and how to stay competitive. Google's Chief Search Evangelist Nic Darveau-Garneau 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 developments and what's in store for marketers in Bing Ads.

Speakers

Nic Darveau-Garneau

Chief Search Evangelist, Google

Lynne Kjolso

VP, Global Search Sales & Support for Microsoft Search Advertising, Microsoft

Vaishali De

Partner Group Program Manager for Bing Ads Engineering, Microsoft

Moderator

Ginny Marvin
Editor-in-Chief, Third Door Media, Inc., @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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    SEO
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    SEO

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

Lily Ray

Director, SEO, Path Interactive, @lilyraynyc

Moderator

Detlef Johnson
Owner, Search Return, @deckarts

The Mad Scientists Of Paid Search

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    SEM

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

Associate Director of Research, Merkle, @PronouncedAhndy

Maria Corcoran

Search Marketing Program Manager, Adobe, @mariacorcoran

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

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

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Overview

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

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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Overview

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

General Manager, Perficient Digital, @stonetemple

Michael Martin

Digital Strategist, Ignite Visibility, @mobile__martin

Moderator

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

What's New & Crucial In SEM

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    SEM

Overview

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.

Moderator

Brad Geddes
Co-Founder, AdAlysis, @bgTheory

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

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Overview

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

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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Overview

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.
- Top 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.

Moderator

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

Automation: The Next Generation

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Overview

Google and Bing Ads 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

Brad Geddes

Co-Founder, Adalysis, @bgTheory

Moderator

Matt Van Wagner
President, Find Me Faster, @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

Account Lead, 3Q Digital, @mshungrychic

Michelle Morgan

Director of Client Services, Clix Marketing, @michellemsem

Moderator

Ginny Marvin
Editor-in-Chief, Third Door Media, Inc., @ginnymarvin

Exploring Amazon Ads Clinic

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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

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

Moderator

Ginny Marvin
Editor-in-Chief, Third Door Media, Inc., @ginnymarvin

BrightEdge - TBA

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TBA

4:30 PM-4:45 PM

Overtime & Break

4:45 PM-5:45 PM

The New Renaissance Of JavaScript

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    SEO

Overview

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

Max Prin

Head of Technical SEO, Merkle Inc., @maxxeight

Moderator

Detlef Johnson
Owner, Search Return, @deckarts

Perfect Your SEM Testing: How & Why To Evaluate Everything

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    SEM

Overview

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

Ayat Shukairy

Co-Founder, Invesp, @ayat

Moderator

Brad Geddes
Co-Founder, AdAlysis, @bgTheory

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:

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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    SEO

Overview

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

CEO, Ignite Visibility, @johnelincoln

Olga Andrienko

Head of Global Marketing, SEMrush, @olgandrienko

Moderator

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

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

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    SEM

Overview

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

Vice President, Digital Intelligence, Wpromote, @spoulton

Nicola Smith

Founder & CEO, Rebel & Reason LLC, @Nicola_Smith22

Moderator

Ginny Marvin
Editor-in-Chief, Third Door Media, Inc., @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

SEO Specialist, IBM, @patrickstox

Moderator

Detlef Johnson
Owner, Search Return, @deckarts

Adobe - TBA

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TBA

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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    SEO

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 Bing, 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

Senior Program Manager, Bing, @CoperniX

Fili Wiese

SEO Expert, SearchBrothers, @filiwiese

Moderator

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

Making Your Analytics Work Harder & Smarter

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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

Annie Cushing

SEO and Analytics Consultant, Annielytics.com, @AnnieCushing

Jenny Halasz

President, JLH Marketing, Inc., @jennyhalasz

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

Turbo Charging Your SEM With The SMX Mechanics

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    SEM
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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!

Moderator

Brad Geddes
Co-Founder, AdAlysis, @bgTheory

Bing - TBA

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TBA

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

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

Moderator

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

Aligning Your Marketing With Your Customer's Journey

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    SEM

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

Director of Client Services, Clix Marketing, @michellemsem

Amy Bishop

Owner, Cultivative, @hoffman8

Moderator

Brad Geddes
Co-Founder, AdAlysis, @bgTheory

Invoca - TBA

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TBA

2:15 PM-2:30 PM

Overtime & Break

2:30 PM-3:30 PM

The Evolving Landscape Of Local Search

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Overview

Traditional SEO techniques are integral for local SEO success, but other factors play a significant role in effective geotargeting. Learn how to improve your results by focusing on reviews, questions and answers, knowledge panel management and other organic tactics. Additionally, discover how to take best advantage of the functions of Google My Business.

To achieve success, you'll also have to keep an eye on new options for local advertising: Product listing and map ads, location extensions, local inventory ads — the list goes on.

Join our expert speakers for an exploration of the rapidly evolving local marketing landscape and discover how you can best leverage new opportunities.

Speakers

Conrad Saam

President, Mockingbird, @conradsaam

Tara Brown

Local Search Specialist, Wheelhouse DMG

Andrew Shotland

President, Local SEO Guide, Inc., @localseoguide

Moderator

Greg Sterling
Founding Principal, Sterling Market Intelligence, @gsterling

Selling Smarter With Search, Social, Marketplace Ads

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    SEM
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    SEM

Overview

Google, Bing, YouTube, Facebook, Instagram, Amazon — they are all proven channels for driving commerce sales. They are also highly competitive, which means you must be at the top of your game to beat your competitors.

In this session, our expert speakers will discuss ways they've executed, optimized and measured campaigns across search, social and marketplace channels that deliver new customers, up-sell existing customers and enhance brand loyalty — all while maximizing ROAS.

Speakers

Joe Martinez

Director of Client Strategy, Clix Marketing

Danielle Waller

Senior Manager, Amazon & eRetail, Merkle

Susan Wenograd

Account Group Director, Aimclear, @SusanEDub

Moderator

Ginny Marvin
Editor-in-Chief, Third Door Media, Inc., @ginnymarvin

Diving Deep Into Google Analytics

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Google Analytics is one of the most commonly used platforms among marketing teams today. But knowing how to pull basic reports is just the start. If your goal is to master Google Analytics so you can pull out actionable insights that can drive your business, this is the session for you!

You'll gain insights into your biggest GA issues and questions, including:

- How to combat spam.
- Which reports to avoid and which ones to live by.
- When to use a filter and when to use a segment.
- And much more!

Don't be shy! Raise your hand for an opportunity to have our experts take a look at your Google Analytics in real time, if you're so inclined.

Speakers

Simon Poulton

Vice President, Digital Intelligence, Wpromote, @spoulton

Annie Cushing

SEO and Analytics Consultant, Annielytics.com, @AnnieCushing

Moderator

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

Bing - TBA

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TBA

3:30 PM-4:00 PM

Overtime & Refreshment Break

4:00 PM-5:00 PM

Ask The SEOs

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    SEO
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    SEO

Overview

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

Speakers

Bruce Clay

President, Bruce Clay, Inc., @bruceclayinc

Moderator

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

Ask The SEMs

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    SEM
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    SEM

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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
Editor-in-Chief, Third Door Media, Inc., @ginnymarvin

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