Obsessed With SEO & SEM

June 3-5, 2019
Bell Harbor International Conference Center

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Optimizing For Voice Search & Virtual Assistants

Overview

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

Katie Pennell

Content Marketing Manager, Nina Hale, @katiepennell

Upasna Gautam

Search Lead, Ziff Davis, @upasnagautam

Benu Aggarwal

President & Founder, Milestone, Inc, @benuaggarwal

Moderator

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

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Check out all the SEO sessions happening at SMX Advanced below!

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SEO Keynote: A Conversation with Bing's Fabrice Canel

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Overview

Join Microsoft veteran and Bing Principal Program Manager Fabrice Canel -- who leads the team responsible for crawling, processing and indexing at the search engine -- for an update on Bing support for key mobile and technical SEO initiatives.

We'll also discuss recent developments at Bing and what's ahead for the search engine, with a specific look at the crawling and indexing roadmap. Grab your coffee, bring your questions and join us for this opening discussion!

Speakers

Fabrice Canel

Principal Program Manager, Bing, Microsoft, @facan

Moderator

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

SEO Keynote: A Conversation with Google's Ilya Grigorik

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Overview

Join Google Web Performance engineer Ilya Grigorik for this fireside chat where he'll discuss web performance, site speed, user experience, security and mobile-friendliness -- top-of-mind issues for advanced SEOs confronting next month's Speed Update, and already dealing with the mobile-first index.

We'll also take a look at how the evolution of the web and Google search have impacted both user experience and user expectations, and discuss where developments for each are headed. Bring your questions and curiosity to this interactive chat!

Speakers

Ilya Grigorik

Web Performance Engineer, Google, @igrigorik

Moderator

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

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.

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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Overview

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

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

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

Advanced Technical SEO: Page Speed, Site Migrations, Crawling

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Overview

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

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
Former SVP Content & Marketing Technology, Third Door Media, @MichelleRobbins

Advanced Technical SEO: Schema & Structured Data, JavaScript

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Overview

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
Former SVP Content & Marketing Technology, Third Door Media, @MichelleRobbins

Local Search: Significant Changes On The Horizon

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Overview

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

Voice Assistants: Persona Design, Information Discovery and the Next Era of Search Marketing

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Overview

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.

Speakers

Eric Enge

CEO, Stone Temple Consulting

Duane Forrester

VP, Industry Insights, Yext, @DuaneForrester

Moderator

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

Optimizing For Voice Search & Virtual Assistants

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Overview

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

Katie Pennell

Content Marketing Manager, Nina Hale, @katiepennell

Upasna Gautam

Search Lead, Ziff Davis, @upasnagautam

Benu Aggarwal

President & Founder, Milestone, Inc, @benuaggarwal

Moderator

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

Solving Complex SEO Problems When Standard Fixes Don't Apply

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Overview

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

Ask The SEOs

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Overview

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!

Speakers

Max Prin

Head of Technical SEO, Merkle, @maxxeight

Cindy Krum

CEO, MobileMoxie, @suzzicks

Dana DiTomaso

President & Partner, Kick Point Inc., @danaditomaso

Moderator

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

Obsessed with SEO and SEM?

View the complete agenda here.

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