Agenda
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Tuesday — April 13th, 2021
Keynote
TRACK
Keynote
Humans vs. machines: How content and experience are caught between platforms and people
Humans vs. machines: How content and experience are caught between platforms and people
Apple
Gmail
Outlook Desktop
Outlook.com
Yahoo Mail
If your calendar provider is not listed,
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George Nguyen
Editor, Search Engine Land
Carolyn Lyden
Director of Search Content, Search Engine Land
Speaker
George Nguyen
Editor, Search Engine Land
George Nguyen is an editor for Search Engine Land. He has written guides on SEO, Amazon's A9 algorithm, podcast advertising and provides the community with news coverage on organic search. His background is in journalism and content marketing. Prior to entering the industry, he worked as a radio personality, writer, podcast host and public school teacher.
Speaker
Carolyn Lyden
Director of Search Content, Search Engine Land
With over 10 years of experience in content and SEO, Carolyn Lyden now serves as the Director of Search Content for Search Engine Land and SMX. Carolyn is both endlessly passionate about search marketing and a staunch advocate for marketers as a community leader and educator. She most recently ran her own agency, Search Hermit, where she specifically set out to help women- and BIPOC-owned businesses improve their presence and performance in search. Carolyn has experience in all verticals in search marketing, with particular expertise in content marketing, strategy, local search marketing, and analytics. She is also a well-known figure in the search community through her experiences speaking in various search conferences and as the leader of the popular #SEOchat on Twitter.
Humans vs. machines: How content and experience are caught between platforms and people
Session Overview
From GPT-3 to ads automation, more elements of content and search marketing are being enhanced by or left up to machine learning completely. While this accelerates the pace for marketers, the age-old question remains: Will machines eventually take our jobs?
In this kickoff keynote from the Search Engine Land experts, you'll explore the key changes in automation, ML, and AI that impact content creation and copywriting, what they mean for practitioners, and how to use these technologies for your benefit.
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Speakers
George Nguyen
Editor, Search Engine Land @geochingu
Carolyn Lyden
Director of Search Content, Search Engine Land @carolynlyden
Break
Sessions
TRACK
SEO
Part one: Planning SEO content that actually ranks
Part one: Planning SEO content that actually ranks
If your calendar provider is not listed,
please add the session details manually.
Aja Frost
Head of EN SEO, HubSpot
Barry Schwartz
SEO Editor, Search Engine Land
George Nguyen
Editor, Search Engine Land
Speaker
Aja Frost
Head of EN SEO, HubSpot
Aja Frost, Head of Content SEO at Hubspot, is a writer, speaker, and author. She recently published Work-from-Home Hacks with Adams Media, a Simon & Schuster imprint. You can find more of her work on her personal website or follow her on Twitter.
Speaker
Barry Schwartz
SEO Editor, Search Engine Land
Barry Schwartz is the CEO of RustyBrick, a New York Web service firm specializing in customized online technology that helps companies decrease costs and increase sales. RustyBrick sells custom web software including advanced e-commerce, custom content management systems, social networking sites, CRM applications, custom web-based business software, iPhone applications and much more.
Barry Schwartz is the founder of the Search Engine Roundtable and has covered search for over 16 years. Barry is also the News Editor at Search Engine Land. Barry hosts the Search Marketing Expo in Israel and is a speaker, moderator and coordinator at many search marketing conferences, including Search Marketing Expo, Search Engine Strategies, La Red Innova Madrid, Spain, PubCon and many other marketing and technology events.
Barry is always at the forefront of the latest news and trends in search. He was also the former News Editor at Search Engine Watch and is a moderator at several search marketing forums. Barry has and currently provided an advisory role for Google, Yahoo! Search, Microsoft's Bing, and several other Internet companies and many startups. In 2019, Barry was awarded the Outstanding Community Services Award from Search Engine Land and in 2018 he was awarded the US Search Awards the "US Search Personality Of The Year," you can learn more over here. Please also see my writer disclosures and disclaimers page. Barry graduated from the City University of New York (Baruch College) in 2002, with Summa Cum Laude honors. Schwartz received several honors while in university, including Beta Gamma Sigma and the Golden Key International Honor Society.
He, his wife and children live in the New York area. Barry is often quoted and interviewed in publications such as Forbes, Reuters, Wall Street Journal, New York Times, Bloomberg, USA Today BusinessWeek, News.com, Publish and many more. He has appeared on primetime TV, specifically NBC Nightly News with Brian Williams to talk about Google Instant and on CBS Sunday Morning with Charles Osgood in regards to mobile apps. Barry has also made multiple appearances on the TWiT network shows This Week in Google and Tech News Today. He has over a decade of hands-on experience in web strategy, marketing and business optimization.
Speaker
George Nguyen
Editor, Search Engine Land
George Nguyen is an editor for Search Engine Land. He has written guides on SEO, Amazon's A9 algorithm, podcast advertising and provides the community with news coverage on organic search. His background is in journalism and content marketing. Prior to entering the industry, he worked as a radio personality, writer, podcast host and public school teacher.
Part one: Planning SEO content that actually ranks
Session Overview
A successful SEO campaign depends on a solid foundation. Thus, we begin this learning journey at the beginning! In this first segment, you'll learn how to set goals around content, identify your audience and their needs, determine your content angle based on those needs, and use that data for effective keyword research. Establishing these elements upfront will set you up for content success in anything you write online.
After this segment, you’ll be able to:
- Identify measurable metrics to set your content goals around
- Determine what your audience is searching for and how to create content that meets those needs
- Perform quick, effective keyword research
- Create an SEO editorial calendar to direct your content efforts
If your calendar provider is not listed,
please add the session details manually.
Speakers
Aja Frost
Head of EN SEO, HubSpot @ajavuu
Barry Schwartz
SEO Editor, Search Engine Land @rustybrick
George Nguyen
Editor, Search Engine Land @geochingu
TRACK
PPC
Part one: Planning campaigns in an AI and ML world
Part one: Planning campaigns in an AI and ML world
If your calendar provider is not listed,
please add the session details manually.
Patrick Gilbert
Executive Director, AdVenture Media Group
Carolyn Lyden
Director of Search Content, Search Engine Land
Matt Van Wagner
President, Find Me Faster
Speaker
Patrick Gilbert
Executive Director, AdVenture Media Group
Patrick Gilbert grew up in Long Island, NY. He studied marketing and economics at the Pennsylvania State University and currently serves as the Executive Director at AdVenture Media Group. He is internationally recognized by Google for his expertise with automation, having been asked to deliver presentations at Google conferences held in NYC, London, and Dublin. Goodfirms.co recognized Patrick as a Top 10 Thought Leader for PPC Machine Learning, and PPC Hero listed Patrick among the Top 50 Most Influential PPC Experts of 2020. If the Buffalo Bills ever win the Super Bowl, Patrick hopes you think of him and say, “Good for him. He never gave up on that miserable franchise.”
Speaker
Carolyn Lyden
Director of Search Content, Search Engine Land
With over 10 years of experience in content and SEO, Carolyn Lyden now serves as the Director of Search Content for Search Engine Land and SMX. Carolyn is both endlessly passionate about search marketing and a staunch advocate for marketers as a community leader and educator. She most recently ran her own agency, Search Hermit, where she specifically set out to help women- and BIPOC-owned businesses improve their presence and performance in search. Carolyn has experience in all verticals in search marketing, with particular expertise in content marketing, strategy, local search marketing, and analytics. She is also a well-known figure in the search community through her experiences speaking in various search conferences and as the leader of the popular #SEOchat on Twitter.
Speaker
Matt Van Wagner
President, Find Me Faster
Matt Van Wagner is President of Find Me Faster, Paid Search Agency in Burlington, VT. Matt has been a speaker and session moderator for SMX conferences around the world for over fifteen years. He has been a columnist for Search Engine Land, writing on paid search topics and a technical editor for books on paid search, including Brad Geddes' Advanced Adwords and Andrew Goodman's Winning Results for Google AdWords. In 2015, he was named on of the first Microsoft MVP for his contributions to the Microsoft Ads community. Matt is a graduate of St Lawrence University, Canton NY (BS Economics) with an M.B.A. from Rivier College, Nashua, NH. Matt enjoys contributing to non-profits that make a difference in the world such as Thank You Project (https://thankyouproject.org/) which brings clean water and education to rural Nigeria, and Building Dreams for Marines (https://bdfm.org/) which provides accessibility home renovations for NH Marine veterans.
Part one: Planning campaigns in an AI and ML world
Session Overview
Machine learning and AI are changing the way we create (or recreate) campaigns. With changes like BMM being phased out and phrase match taking over, paid search marketers need to adjust the way we set up our campaigns. These updates and the move toward more AI in PPC give advertisers less control.
Begin your learning journey by joining our speakers to dive deep into setting up campaigns for success from the start in this ever more automated world.
After this segment, you’ll be able to:
- Understand the current state of automation, as well as the impact of the COVID-19 pandemic on digital advertising
- Think differently about the true value of automation and how it impacts campaign strategy
- Train Google’s algorithms in a way that will dramatically improve Smart Campaign success rates
- Implement tips and strategies from real case studies and examples
If your calendar provider is not listed,
please add the session details manually.
Speakers
Patrick Gilbert
Executive Director, AdVenture Media Group @patrickjgilbert
Carolyn Lyden
Director of Search Content, Search Engine Land @carolynlyden
Matt Van Wagner
President, Find Me Faster @mvanwagner
TRACK
Solutions
Be feared and loved: Ranking content the Michael Scott way
Be feared and loved: Ranking content the Michael Scott way
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please add the session details manually.
Michael Johnson
Partnerships Development Manager, Page One Power
Speaker
Michael Johnson
Partnerships Development Manager, Page One Power
Michael has been in the SEO Industry for over eight years. He's developed hundreds of successful SEO campaigns and strategies for a variety of companies, ranging from small businesses to Fortune 500 brands. As the Partnerships Development Manager at Page One Power, Michael provides actionable link building and content creation advice for people in the SEO industry as well as outside of it, and helps brands find solutions for the problems they face in their SEO efforts.
Be feared and loved: Ranking content the Michael Scott way
Session Overview
Join Michael Johnson from Page One Power as he reviews the pitfalls that prevent brands from getting their content to rank, all through the lens of Michael Scott and The Office.
Michael will provide real-life examples and real-life solutions to the challenges brands face with keyword research, on-page optimization, and link building. The goal is to help you take your Toby Flenderson content (low-performing) and make Google love it more than Michael Scott loves Holly Flax (which is a lot!). So, if you’re frustrated with how your content is performing or feel like there’s some untapped potential there, then don’t miss this talk.
After this session, you'll be able to:
- Perform better keyword research to inform your content strategy
- Improve the on-page optimization of your content
- Earn quality backlinks with your content
If your calendar provider is not listed,
please add the session details manually.
Speakers
Michael Johnson
Partnerships Development Manager, Page One Power @pageonepower
Sponsored by: Page One Power
Page One Power is an SEO agency specializing in sustainable link building and strategic content creation. We create custom campaigns for brands committed to winning in search — designed to capture authority, improve rankings, and grow traffic. We provide full transparency and consistent communication throughout all our campaigns because you need a partner you can trust with the experience, expertise, and commitment to doing search right. With over ten years of experience, we have the proven ability to build pages that earn visibility and links online, with stable processes to secure the links your pages deserve. Better Links. Better Content. Better Service. Page One Power.
Break
Sessions
TRACK
SEO
Part two: Creating compelling content for SEO
Part two: Creating compelling content for SEO
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please add the session details manually.
Alli Berry
SEO Director, The Motley Fool
Barry Schwartz
SEO Editor, Search Engine Land
George Nguyen
Editor, Search Engine Land
Speaker
Alli Berry
SEO Director, The Motley Fool
Alli Berry is the Director of SEO for The Motley Fool. With 10 years of digital marketing experience, she has helped businesses build a successful SEO-focused content strategy in industries including finance, education, automotive, and retail. She was named to the 2019 Top 10 Women in Content Marketing list by Inc Magazine, and has been a featured guest on the MozPod and In Search of SEO podcasts.
Speaker
Barry Schwartz
SEO Editor, Search Engine Land
Barry Schwartz is the CEO of RustyBrick, a New York Web service firm specializing in customized online technology that helps companies decrease costs and increase sales. RustyBrick sells custom web software including advanced e-commerce, custom content management systems, social networking sites, CRM applications, custom web-based business software, iPhone applications and much more.
Barry Schwartz is the founder of the Search Engine Roundtable and has covered search for over 16 years. Barry is also the News Editor at Search Engine Land. Barry hosts the Search Marketing Expo in Israel and is a speaker, moderator and coordinator at many search marketing conferences, including Search Marketing Expo, Search Engine Strategies, La Red Innova Madrid, Spain, PubCon and many other marketing and technology events.
Barry is always at the forefront of the latest news and trends in search. He was also the former News Editor at Search Engine Watch and is a moderator at several search marketing forums. Barry has and currently provided an advisory role for Google, Yahoo! Search, Microsoft's Bing, and several other Internet companies and many startups. In 2019, Barry was awarded the Outstanding Community Services Award from Search Engine Land and in 2018 he was awarded the US Search Awards the "US Search Personality Of The Year," you can learn more over here. Please also see my writer disclosures and disclaimers page. Barry graduated from the City University of New York (Baruch College) in 2002, with Summa Cum Laude honors. Schwartz received several honors while in university, including Beta Gamma Sigma and the Golden Key International Honor Society.
He, his wife and children live in the New York area. Barry is often quoted and interviewed in publications such as Forbes, Reuters, Wall Street Journal, New York Times, Bloomberg, USA Today BusinessWeek, News.com, Publish and many more. He has appeared on primetime TV, specifically NBC Nightly News with Brian Williams to talk about Google Instant and on CBS Sunday Morning with Charles Osgood in regards to mobile apps. Barry has also made multiple appearances on the TWiT network shows This Week in Google and Tech News Today. He has over a decade of hands-on experience in web strategy, marketing and business optimization.
Speaker
George Nguyen
Editor, Search Engine Land
George Nguyen is an editor for Search Engine Land. He has written guides on SEO, Amazon's A9 algorithm, podcast advertising and provides the community with news coverage on organic search. His background is in journalism and content marketing. Prior to entering the industry, he worked as a radio personality, writer, podcast host and public school teacher.
Part two: Creating compelling content for SEO
Session Overview
"SEO content" always gets a bad rap. Too many people think it's stuffy and lacks voice. Content that drives traffic doesn't have to sound stilted and keyword-stuffed. In this next segment, you'll go beyond keywords and dive deep into how to write for SEO (hint: it's about writing for the searcher) including multimedia optimization.
After this segment, you’ll be able to:
- Write content that ranks well and drives traffic... but also speaks to searchers
- Create linkable content that drives more inbound link equity from reputable sources
- Diversify your content makeup to include assets for video, social, and more
If your calendar provider is not listed,
please add the session details manually.
Speakers
Alli Berry
SEO Director, The Motley Fool @alliberry3
Barry Schwartz
SEO Editor, Search Engine Land @rustybrick
George Nguyen
Editor, Search Engine Land @geochingu
TRACK
PPC
Part two: Ad copywriting from a copywriter's perspective
Part two: Ad copywriting from a copywriter's perspective
If your calendar provider is not listed,
please add the session details manually.
Charlie Byrne
PPC Manager, Peak Ace AG
Carolyn Lyden
Director of Search Content, Search Engine Land
Matt Van Wagner
President, Find Me Faster
Speaker
Charlie Byrne
PPC Manager, Peak Ace AG
Charlie Byrne is a creative yet data-driven PPC Manager, whose paid media passion lies in ad copy and creative optimisation. Having worked in high-growth, fast-paced agency environments for the last few years, she's mastered the art of producing high-quality, conversion-driving ads for a range of industries and audiences. Outside of work, Charlie can be found practising yoga, binge-reading crime thrillers, or pretending she's a vegan food blogger on Instagram.
Speaker
Carolyn Lyden
Director of Search Content, Search Engine Land
With over 10 years of experience in content and SEO, Carolyn Lyden now serves as the Director of Search Content for Search Engine Land and SMX. Carolyn is both endlessly passionate about search marketing and a staunch advocate for marketers as a community leader and educator. She most recently ran her own agency, Search Hermit, where she specifically set out to help women- and BIPOC-owned businesses improve their presence and performance in search. Carolyn has experience in all verticals in search marketing, with particular expertise in content marketing, strategy, local search marketing, and analytics. She is also a well-known figure in the search community through her experiences speaking in various search conferences and as the leader of the popular #SEOchat on Twitter.
Speaker
Matt Van Wagner
President, Find Me Faster
Matt Van Wagner is President of Find Me Faster, Paid Search Agency in Burlington, VT. Matt has been a speaker and session moderator for SMX conferences around the world for over fifteen years. He has been a columnist for Search Engine Land, writing on paid search topics and a technical editor for books on paid search, including Brad Geddes' Advanced Adwords and Andrew Goodman's Winning Results for Google AdWords. In 2015, he was named on of the first Microsoft MVP for his contributions to the Microsoft Ads community. Matt is a graduate of St Lawrence University, Canton NY (BS Economics) with an M.B.A. from Rivier College, Nashua, NH. Matt enjoys contributing to non-profits that make a difference in the world such as Thank You Project (https://thankyouproject.org/) which brings clean water and education to rural Nigeria, and Building Dreams for Marines (https://bdfm.org/) which provides accessibility home renovations for NH Marine veterans.
Part two: Ad copywriting from a copywriter's perspective
Session Overview
Continue your learning journey with some food for thought on how to develop ideas for messaging and presenting your USPs to the world. Whether you're freshening up ads that have been around for a long time or starting from scratch, we’ll explore ways to get your creative juices flowing to battle sameness, me-too ads that pollute the SERPs.
After this segment, you’ll be able to:
- Punch up your ad copy in a way that will get the attention of your audience
- Write copy that compels your target audience to take a specific action
- Deliver a consistent copy experience from ad to landing page
If your calendar provider is not listed,
please add the session details manually.
Speakers
Charlie Byrne
PPC Manager, Peak Ace AG @charlieebyrne
Carolyn Lyden
Director of Search Content, Search Engine Land @carolynlyden
Matt Van Wagner
President, Find Me Faster @mvanwagner
TRACK
Solutions
Creating interest-based content for Google Discover
Creating interest-based content for Google Discover
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Abby Hamilton
SEO Associate Manager, Merkle
Speaker
Abby Hamilton
SEO Associate Manager, Merkle
Abby Hamilton is an SEO Associate Manager with Merkle, a full-service digital marketing agency. At Merkle, she contributes to a team that supports Fortune 1,000 companies and leading nonprofit organizations in driving organic performance. Abby is also a regular contributor to Search Engine Journal and has spoken at two industry conferences, SMX West 2020 and SMX East 2019.
Creating interest-based content for Google Discover
Session Overview
Google Discover is a personalized content feed that proactively displays content based on users’ interests, no query required.
Join Abby Hamilton, SEO Associate Manager at Merkle, to explore specific tactics for creating interest-based content to fuel this feed.
After this session, you'll be able to:
- Pinpoint audience interests that are relevant to your brand
- Create content that is relevant, useful, and interesting to your audience
- Optimize content to be displayed in Google Discover
If your calendar provider is not listed,
please add the session details manually.
Speakers
Abby Hamilton
SEO Associate Manager, Merkle @abbynhamilton
Sponsored by: Merkle
Merkle is a leading data-driven customer experience management (CXM) company that specializes in the delivery of unique, personalized customer experiences across platforms and devices. For more than 30 years, Fortune 1000 companies and leading nonprofit organizations have partnered with Merkle to maximize the value of their customer portfolios. The company’s heritage in data, technology, and analytics forms the foundation for its unmatched skills in understanding consumer insights that drive hyper-personalized marketing strategies. Its combined strengths in performance media, customer experience, customer relationship management, loyalty, and enterprise marketing technology drive improved marketing results and competitive advantage. With 11,000 employees, Merkle is headquartered in Columbia, Maryland, with 50+ additional offices throughout the Americas, EMEA, and APAC. Merkle is a dentsu company. For more information, contact Merkle at 1-877-9-Merkle or visit www.merkleinc.com.
Break
Sessions
TRACK
SEO
Part three: Optimizing your content for increased findability
Part three: Optimizing your content for increased findability
If your calendar provider is not listed,
please add the session details manually.
Niki Mosier
Head of SEO and Content, AgentSync
Barry Schwartz
SEO Editor, Search Engine Land
George Nguyen
Editor, Search Engine Land
Speaker
Niki Mosier
Head of SEO and Content, AgentSync
Niki Mosier loves to share her knowledge as an SEO subject matter expert with captive audiences. She has experience speaking about both technical and local SEO and is a proud alumnus of the Shine Speaker Bootcamp. Niki has spent most of her SEO career agency side but recently made the jump to in-house SEO. Her time agency side has exposed to her a broad range of clients and SEO challenges.
Speaker
Barry Schwartz
SEO Editor, Search Engine Land
Barry Schwartz is the CEO of RustyBrick, a New York Web service firm specializing in customized online technology that helps companies decrease costs and increase sales. RustyBrick sells custom web software including advanced e-commerce, custom content management systems, social networking sites, CRM applications, custom web-based business software, iPhone applications and much more.
Barry Schwartz is the founder of the Search Engine Roundtable and has covered search for over 16 years. Barry is also the News Editor at Search Engine Land. Barry hosts the Search Marketing Expo in Israel and is a speaker, moderator and coordinator at many search marketing conferences, including Search Marketing Expo, Search Engine Strategies, La Red Innova Madrid, Spain, PubCon and many other marketing and technology events.
Barry is always at the forefront of the latest news and trends in search. He was also the former News Editor at Search Engine Watch and is a moderator at several search marketing forums. Barry has and currently provided an advisory role for Google, Yahoo! Search, Microsoft's Bing, and several other Internet companies and many startups. In 2019, Barry was awarded the Outstanding Community Services Award from Search Engine Land and in 2018 he was awarded the US Search Awards the "US Search Personality Of The Year," you can learn more over here. Please also see my writer disclosures and disclaimers page. Barry graduated from the City University of New York (Baruch College) in 2002, with Summa Cum Laude honors. Schwartz received several honors while in university, including Beta Gamma Sigma and the Golden Key International Honor Society.
He, his wife and children live in the New York area. Barry is often quoted and interviewed in publications such as Forbes, Reuters, Wall Street Journal, New York Times, Bloomberg, USA Today BusinessWeek, News.com, Publish and many more. He has appeared on primetime TV, specifically NBC Nightly News with Brian Williams to talk about Google Instant and on CBS Sunday Morning with Charles Osgood in regards to mobile apps. Barry has also made multiple appearances on the TWiT network shows This Week in Google and Tech News Today. He has over a decade of hands-on experience in web strategy, marketing and business optimization.
Speaker
George Nguyen
Editor, Search Engine Land
George Nguyen is an editor for Search Engine Land. He has written guides on SEO, Amazon's A9 algorithm, podcast advertising and provides the community with news coverage on organic search. His background is in journalism and content marketing. Prior to entering the industry, he worked as a radio personality, writer, podcast host and public school teacher.
Part three: Optimizing your content for increased findability
Session Overview
You can have the best-written content on the web... but it won't matter if no one can find it. That goes for both people and search engines. This next segment will focus on optimizing your site architecture for better visibility.
After this segment, you’ll be able to:
- Understand how your site architecture affects how both people and search engines can access your content
- Drive more traffic and increase visibility for important topics and keywords with simple technical SEO strategies
If your calendar provider is not listed,
please add the session details manually.
Speakers
Niki Mosier
Head of SEO and Content, AgentSync @nikers85
Barry Schwartz
SEO Editor, Search Engine Land @rustybrick
George Nguyen
Editor, Search Engine Land @geochingu
TRACK
PPC
Part three: Creating visually stunning display ads
Part three: Creating visually stunning display ads
If your calendar provider is not listed,
please add the session details manually.
Rebecca Debono
Director of Creative Strategy, 3Q Digital
Julia Thiel
Executive Creative Director, 3Q Digital
Carolyn Lyden
Director of Search Content, Search Engine Land
Matt Van Wagner
President, Find Me Faster
Speaker
Rebecca Debono
Director of Creative Strategy, 3Q Digital
Becca Debono is head of Creative Strategy at 3Q Digital and lives in San Diego, CA. Becca graduated from Grand Valley State University with a degree in Advertising and PR and quickly found her niché within the branded content space, which has been her primary focus for the past 10+ years using data and insights to drive compelling creative development.
Speaker
Julia Thiel
Executive Creative Director, 3Q Digital
Julia has more than 20 years of experience in advertising, branding, and marketing. Originally from Munich, Germany, where she worked in book advertising, branding authors and creating B2B and DTC campaigns for publishing houses, she moved to Chicago in 2004, where she moved into the pharmaceutical and healthcare advertising and branding space. She quickly moved up the ranks at the largest independent pharma advertising agency at the time, AbelsonTaylor, creating award-winning campaigns. In 2010 she started her own design business in Chicago, Yoolia Design, where she continued serving healthcare and pharma clients, as well as local authors and clients across a variety of industries, with anything from ideation and design to website development, social media management and marketing strategy. During that time, she also captured the vivid photographs accompanying Greg Borzo's essays in the award-winning coffee table book ‘Chicago’s Fabulous Fountains. In 2017, Julia moved to San Francisco and joined 3Q Digital, the largest independent performance agency and helped build out a rapidly growing full-service creative team.
Speaker
Carolyn Lyden
Director of Search Content, Search Engine Land
With over 10 years of experience in content and SEO, Carolyn Lyden now serves as the Director of Search Content for Search Engine Land and SMX. Carolyn is both endlessly passionate about search marketing and a staunch advocate for marketers as a community leader and educator. She most recently ran her own agency, Search Hermit, where she specifically set out to help women- and BIPOC-owned businesses improve their presence and performance in search. Carolyn has experience in all verticals in search marketing, with particular expertise in content marketing, strategy, local search marketing, and analytics. She is also a well-known figure in the search community through her experiences speaking in various search conferences and as the leader of the popular #SEOchat on Twitter.
Speaker
Matt Van Wagner
President, Find Me Faster
Matt Van Wagner is President of Find Me Faster, Paid Search Agency in Burlington, VT. Matt has been a speaker and session moderator for SMX conferences around the world for over fifteen years. He has been a columnist for Search Engine Land, writing on paid search topics and a technical editor for books on paid search, including Brad Geddes' Advanced Adwords and Andrew Goodman's Winning Results for Google AdWords. In 2015, he was named on of the first Microsoft MVP for his contributions to the Microsoft Ads community. Matt is a graduate of St Lawrence University, Canton NY (BS Economics) with an M.B.A. from Rivier College, Nashua, NH. Matt enjoys contributing to non-profits that make a difference in the world such as Thank You Project (https://thankyouproject.org/) which brings clean water and education to rural Nigeria, and Building Dreams for Marines (https://bdfm.org/) which provides accessibility home renovations for NH Marine veterans.
Part three: Creating visually stunning display ads
Session Overview
Because they increasingly appear across the Internet, image-based ads can easily be the first exposure users have to your brand and products. Unlike search ads that consummate demand of people looking for a solution, visual ads can actually create demand.
In this next segment, we’ll dig deep into the psychology of color, layout, and images and how and where to find the best artwork for your visual ads. We’ll go over best practices for implementing these concepts inside platforms that resize ads across devices.
After this segment, you’ll be able to:
- Create visually appealing ads that attract your target audience
- Understand how the ad design will appear on different platforms
- Deliver a consistent design experience from ad to landing page
If your calendar provider is not listed,
please add the session details manually.
Speakers
Rebecca Debono
Director of Creative Strategy, 3Q Digital @beccadebono
Julia Thiel
Executive Creative Director, 3Q Digital @3QDigital
Carolyn Lyden
Director of Search Content, Search Engine Land @carolynlyden
Matt Van Wagner
President, Find Me Faster @mvanwagner
Break
Sessions
TRACK
SEO
Part four: Alternative content strategies to increase organic traffic and tracking success in 2021
Part four: Alternative content strategies to increase organic traffic and tracking success in 2021
If your calendar provider is not listed,
please add the session details manually.
Maria Amelie White
Head of SEO, Floristpro
John Shehata
VP, Global Audience Development Strategy & CRM, Conde Nast
Barry Schwartz
SEO Editor, Search Engine Land
George Nguyen
Editor, Search Engine Land
Speaker
Maria Amelie White
Head of SEO, Floristpro
Maria Amelie White is Head of SEO at FloristPro, the largest local SEO agency in the UK. She has over 12 years of experience in Technical SEO and Digital PR. Her current focus is Local SEO, she works with over 600 florists in the UK. Maria has an MSc in Psychology by the University of Oxford and she is also a part-time behavioural researcher with a focus on search and consumer behaviour.
Speaker
John Shehata
VP, Global Audience Development Strategy & CRM, Conde Nast
John Shehata is Global Vice President of Audience Development Strategy & CRM at Condé Nast overseeing SEO, Social Media Strategy, Audio Growth and Email & CRM for all premium brands (Wired, Epicurious, Glamour, Vanity Fair, Vogue, The New Yorker, GQ, etc.). John has 21+ years of experience in the digital marketing space working with top national brands and fortune 500 companies. John is also the founder of NewzDash.com, a leading News & Editorial SEO platform that helps publishers boost their traffic and visibility in Google Search Top Stories and Google News. Previously, John was the Executive Director of Search, Social Media at Disney ABC TV Group. Shehata lead SEO and social strategies for (ABC News, ABC TV, Oscars, and Disney Channels) and worked closely with all TV shows (GMA, Nightline, 20/20, World News, etc.). In his long career focusing on editorial SEO and Social Strategy, John has trained many writers, bloggers, journalists and editors on Search Engine Optimization and Social Media and how to write news while keeping Search and Social channels top of mind. Prior to Disney, Shehata was the director of SEO and Social Media for Advance Local. Shehata established and led the SEO and Social Media teams for all their digital brands (NJ.com. al.com, Cleveland.com, MLive.com, NOLA.com, etc.) and trained all the news sites and newspapers edit teams (The Plain Dealer, The Star-Ledger, The Oregonian, etc) on best online search/social practices. Shehata is recognized particularly for his SEO strategies for News and Technical SEO. He built multiple SEO products and has written several articles and continues to speak at conferences which focus on SEO and Social Media.
Speaker
Barry Schwartz
SEO Editor, Search Engine Land
Barry Schwartz is the CEO of RustyBrick, a New York Web service firm specializing in customized online technology that helps companies decrease costs and increase sales. RustyBrick sells custom web software including advanced e-commerce, custom content management systems, social networking sites, CRM applications, custom web-based business software, iPhone applications and much more.
Barry Schwartz is the founder of the Search Engine Roundtable and has covered search for over 16 years. Barry is also the News Editor at Search Engine Land. Barry hosts the Search Marketing Expo in Israel and is a speaker, moderator and coordinator at many search marketing conferences, including Search Marketing Expo, Search Engine Strategies, La Red Innova Madrid, Spain, PubCon and many other marketing and technology events.
Barry is always at the forefront of the latest news and trends in search. He was also the former News Editor at Search Engine Watch and is a moderator at several search marketing forums. Barry has and currently provided an advisory role for Google, Yahoo! Search, Microsoft's Bing, and several other Internet companies and many startups. In 2019, Barry was awarded the Outstanding Community Services Award from Search Engine Land and in 2018 he was awarded the US Search Awards the "US Search Personality Of The Year," you can learn more over here. Please also see my writer disclosures and disclaimers page. Barry graduated from the City University of New York (Baruch College) in 2002, with Summa Cum Laude honors. Schwartz received several honors while in university, including Beta Gamma Sigma and the Golden Key International Honor Society.
He, his wife and children live in the New York area. Barry is often quoted and interviewed in publications such as Forbes, Reuters, Wall Street Journal, New York Times, Bloomberg, USA Today BusinessWeek, News.com, Publish and many more. He has appeared on primetime TV, specifically NBC Nightly News with Brian Williams to talk about Google Instant and on CBS Sunday Morning with Charles Osgood in regards to mobile apps. Barry has also made multiple appearances on the TWiT network shows This Week in Google and Tech News Today. He has over a decade of hands-on experience in web strategy, marketing and business optimization.
Speaker
George Nguyen
Editor, Search Engine Land
George Nguyen is an editor for Search Engine Land. He has written guides on SEO, Amazon's A9 algorithm, podcast advertising and provides the community with news coverage on organic search. His background is in journalism and content marketing. Prior to entering the industry, he worked as a radio personality, writer, podcast host and public school teacher.
Part four: Alternative content strategies to increase organic traffic and tracking success in 2021
Session Overview
In this final segment, we'll go through content strategies for other marketing channels such as Google By Business and Local Pack, Featured Snippets and Images -- and how these alternative channels can increase organic traffic in 2021. You'll discover real examples and actionable tips on how to start optimizing your content for these diverse marketing channels today. Finally, you'll learn how to analyze all the efforts discussed throughout the day and confirm that those efforts led to successful content strategies.
After this segment, you'll be able to:
- Identify alternative marketing channels suitable for your brand
- Understand the importance of these channels in increasing organic traffic
- Create content for each platform (including durability and device visibility)
- Analyze the success of your content campaigns
If your calendar provider is not listed,
please add the session details manually.
Speakers
Maria Amelie White
Head of SEO, Floristpro @Maria_Amelie
John Shehata
VP, Global Audience Development Strategy & CRM, Conde Nast @jshehata
Barry Schwartz
SEO Editor, Search Engine Land @rustybrick
George Nguyen
Editor, Search Engine Land @geochingu
TRACK
PPC
Part four: Creating a continuous improvement advantage
Part four: Creating a continuous improvement advantage
If your calendar provider is not listed,
please add the session details manually.
Karen Hopper
Senior Data Strategist, M+R
Carolyn Lyden
Director of Search Content, Search Engine Land
Matt Van Wagner
President, Find Me Faster
Speaker
Karen Hopper
Senior Data Strategist, M+R
As the Senior Data Strategist at M+R, Karen Hopper has the privilege of leading the M+R testing team, overseeing website, email, and ad testing strategy, implementation, and reporting. But she wasn't always on the data side of things - she started in client services, managing email marketing, drafting creative briefs, implementing social media advertising, and building SMS programs. Prior to joining M+R in 2012, Karen worked in policy and advocacy at National Council of La Raza (now UnidosUS), at Center for Science in the Public interest, and on Capitol Hill.
Speaker
Carolyn Lyden
Director of Search Content, Search Engine Land
With over 10 years of experience in content and SEO, Carolyn Lyden now serves as the Director of Search Content for Search Engine Land and SMX. Carolyn is both endlessly passionate about search marketing and a staunch advocate for marketers as a community leader and educator. She most recently ran her own agency, Search Hermit, where she specifically set out to help women- and BIPOC-owned businesses improve their presence and performance in search. Carolyn has experience in all verticals in search marketing, with particular expertise in content marketing, strategy, local search marketing, and analytics. She is also a well-known figure in the search community through her experiences speaking in various search conferences and as the leader of the popular #SEOchat on Twitter.
Speaker
Matt Van Wagner
President, Find Me Faster
Matt Van Wagner is President of Find Me Faster, Paid Search Agency in Burlington, VT. Matt has been a speaker and session moderator for SMX conferences around the world for over fifteen years. He has been a columnist for Search Engine Land, writing on paid search topics and a technical editor for books on paid search, including Brad Geddes' Advanced Adwords and Andrew Goodman's Winning Results for Google AdWords. In 2015, he was named on of the first Microsoft MVP for his contributions to the Microsoft Ads community. Matt is a graduate of St Lawrence University, Canton NY (BS Economics) with an M.B.A. from Rivier College, Nashua, NH. Matt enjoys contributing to non-profits that make a difference in the world such as Thank You Project (https://thankyouproject.org/) which brings clean water and education to rural Nigeria, and Building Dreams for Marines (https://bdfm.org/) which provides accessibility home renovations for NH Marine veterans.
Part four: Creating a continuous improvement advantage
Session Overview
True competitive advantage lies not in what you’ve just done, but in how you move from what you have now to something better. Competitors don’t stand still... and neither should you.
Wrap up your learning journey with a look at how to nurture a culture of continuous improvement through testing -- and what that means for day-to-day campaign management.
After this segment, you’ll be able to:
- Create a culture of testing (and of failure) to continually improve
- Manage all the assets of a testing program across platforms
- Measure and communicate your testing results and improve on tests that didn't perform well
If your calendar provider is not listed,
please add the session details manually.
Speakers
Karen Hopper
Senior Data Strategist, M+R @nochillfilter
Carolyn Lyden
Director of Search Content, Search Engine Land @carolynlyden
Matt Van Wagner
President, Find Me Faster @mvanwagner
Break
Overtime
TRACK
SEO
Overtime: Q&A with today's SEO speakers
Overtime: Q&A with today's SEO speakers
If your calendar provider is not listed,
please add the session details manually.
Niki Mosier
Head of SEO and Content, AgentSync
Maria Amelie White
Head of SEO, Floristpro
John Shehata
VP, Global Audience Development Strategy & CRM, Conde Nast
Alli Berry
SEO Director, The Motley Fool
Aja Frost
Head of EN SEO, HubSpot
Barry Schwartz
SEO Editor, Search Engine Land
George Nguyen
Editor, Search Engine Land
Speaker
Niki Mosier
Head of SEO and Content, AgentSync
Niki Mosier loves to share her knowledge as an SEO subject matter expert with captive audiences. She has experience speaking about both technical and local SEO and is a proud alumnus of the Shine Speaker Bootcamp. Niki has spent most of her SEO career agency side but recently made the jump to in-house SEO. Her time agency side has exposed to her a broad range of clients and SEO challenges.
Speaker
Maria Amelie White
Head of SEO, Floristpro
Maria Amelie White is Head of SEO at FloristPro, the largest local SEO agency in the UK. She has over 12 years of experience in Technical SEO and Digital PR. Her current focus is Local SEO, she works with over 600 florists in the UK. Maria has an MSc in Psychology by the University of Oxford and she is also a part-time behavioural researcher with a focus on search and consumer behaviour.
Speaker
John Shehata
VP, Global Audience Development Strategy & CRM, Conde Nast
John Shehata is Global Vice President of Audience Development Strategy & CRM at Condé Nast overseeing SEO, Social Media Strategy, Audio Growth and Email & CRM for all premium brands (Wired, Epicurious, Glamour, Vanity Fair, Vogue, The New Yorker, GQ, etc.). John has 21+ years of experience in the digital marketing space working with top national brands and fortune 500 companies. John is also the founder of NewzDash.com, a leading News & Editorial SEO platform that helps publishers boost their traffic and visibility in Google Search Top Stories and Google News. Previously, John was the Executive Director of Search, Social Media at Disney ABC TV Group. Shehata lead SEO and social strategies for (ABC News, ABC TV, Oscars, and Disney Channels) and worked closely with all TV shows (GMA, Nightline, 20/20, World News, etc.). In his long career focusing on editorial SEO and Social Strategy, John has trained many writers, bloggers, journalists and editors on Search Engine Optimization and Social Media and how to write news while keeping Search and Social channels top of mind. Prior to Disney, Shehata was the director of SEO and Social Media for Advance Local. Shehata established and led the SEO and Social Media teams for all their digital brands (NJ.com. al.com, Cleveland.com, MLive.com, NOLA.com, etc.) and trained all the news sites and newspapers edit teams (The Plain Dealer, The Star-Ledger, The Oregonian, etc) on best online search/social practices. Shehata is recognized particularly for his SEO strategies for News and Technical SEO. He built multiple SEO products and has written several articles and continues to speak at conferences which focus on SEO and Social Media.
Speaker
Alli Berry
SEO Director, The Motley Fool
Alli Berry is the Director of SEO for The Motley Fool. With 10 years of digital marketing experience, she has helped businesses build a successful SEO-focused content strategy in industries including finance, education, automotive, and retail. She was named to the 2019 Top 10 Women in Content Marketing list by Inc Magazine, and has been a featured guest on the MozPod and In Search of SEO podcasts.
Speaker
Aja Frost
Head of EN SEO, HubSpot
Aja Frost, Head of Content SEO at Hubspot, is a writer, speaker, and author. She recently published Work-from-Home Hacks with Adams Media, a Simon & Schuster imprint. You can find more of her work on her personal website or follow her on Twitter.
Speaker
Barry Schwartz
SEO Editor, Search Engine Land
Barry Schwartz is the CEO of RustyBrick, a New York Web service firm specializing in customized online technology that helps companies decrease costs and increase sales. RustyBrick sells custom web software including advanced e-commerce, custom content management systems, social networking sites, CRM applications, custom web-based business software, iPhone applications and much more.
Barry Schwartz is the founder of the Search Engine Roundtable and has covered search for over 16 years. Barry is also the News Editor at Search Engine Land. Barry hosts the Search Marketing Expo in Israel and is a speaker, moderator and coordinator at many search marketing conferences, including Search Marketing Expo, Search Engine Strategies, La Red Innova Madrid, Spain, PubCon and many other marketing and technology events.
Barry is always at the forefront of the latest news and trends in search. He was also the former News Editor at Search Engine Watch and is a moderator at several search marketing forums. Barry has and currently provided an advisory role for Google, Yahoo! Search, Microsoft's Bing, and several other Internet companies and many startups. In 2019, Barry was awarded the Outstanding Community Services Award from Search Engine Land and in 2018 he was awarded the US Search Awards the "US Search Personality Of The Year," you can learn more over here. Please also see my writer disclosures and disclaimers page. Barry graduated from the City University of New York (Baruch College) in 2002, with Summa Cum Laude honors. Schwartz received several honors while in university, including Beta Gamma Sigma and the Golden Key International Honor Society.
He, his wife and children live in the New York area. Barry is often quoted and interviewed in publications such as Forbes, Reuters, Wall Street Journal, New York Times, Bloomberg, USA Today BusinessWeek, News.com, Publish and many more. He has appeared on primetime TV, specifically NBC Nightly News with Brian Williams to talk about Google Instant and on CBS Sunday Morning with Charles Osgood in regards to mobile apps. Barry has also made multiple appearances on the TWiT network shows This Week in Google and Tech News Today. He has over a decade of hands-on experience in web strategy, marketing and business optimization.
Speaker
George Nguyen
Editor, Search Engine Land
George Nguyen is an editor for Search Engine Land. He has written guides on SEO, Amazon's A9 algorithm, podcast advertising and provides the community with news coverage on organic search. His background is in journalism and content marketing. Prior to entering the industry, he worked as a radio personality, writer, podcast host and public school teacher.
Overtime: Q&A with today's SEO speakers
Session Overview
Your journey isn't over yet... join us for Overtime, where we'll host the speakers from today's SEO presentations and get their insights on audience questions gathered throughout the day. Submit additional questions of your own or just sit back and learn!
If your calendar provider is not listed,
please add the session details manually.
Speakers
Niki Mosier
Head of SEO and Content, AgentSync @nikers85
Maria Amelie White
Head of SEO, Floristpro @Maria_Amelie
John Shehata
VP, Global Audience Development Strategy & CRM, Conde Nast @jshehata
Alli Berry
SEO Director, The Motley Fool @alliberry3
Aja Frost
Head of EN SEO, HubSpot @ajavuu
Barry Schwartz
SEO Editor, Search Engine Land @rustybrick
George Nguyen
Editor, Search Engine Land @geochingu
TRACK
PPC
Overtime: Q&A with today's PPC speakers
Overtime: Q&A with today's PPC speakers
If your calendar provider is not listed,
please add the session details manually.
Charlie Byrne
PPC Manager, Peak Ace AG
Rebecca Debono
Director of Creative Strategy, 3Q Digital
Julia Thiel
Executive Creative Director, 3Q Digital
Karen Hopper
Senior Data Strategist, M+R
Patrick Gilbert
Executive Director, AdVenture Media Group
Carolyn Lyden
Director of Search Content, Search Engine Land
Matt Van Wagner
President, Find Me Faster
Speaker
Charlie Byrne
PPC Manager, Peak Ace AG
Charlie Byrne is a creative yet data-driven PPC Manager, whose paid media passion lies in ad copy and creative optimisation. Having worked in high-growth, fast-paced agency environments for the last few years, she's mastered the art of producing high-quality, conversion-driving ads for a range of industries and audiences. Outside of work, Charlie can be found practising yoga, binge-reading crime thrillers, or pretending she's a vegan food blogger on Instagram.
Speaker
Rebecca Debono
Director of Creative Strategy, 3Q Digital
Becca Debono is head of Creative Strategy at 3Q Digital and lives in San Diego, CA. Becca graduated from Grand Valley State University with a degree in Advertising and PR and quickly found her niché within the branded content space, which has been her primary focus for the past 10+ years using data and insights to drive compelling creative development.
Speaker
Julia Thiel
Executive Creative Director, 3Q Digital
Julia has more than 20 years of experience in advertising, branding, and marketing. Originally from Munich, Germany, where she worked in book advertising, branding authors and creating B2B and DTC campaigns for publishing houses, she moved to Chicago in 2004, where she moved into the pharmaceutical and healthcare advertising and branding space. She quickly moved up the ranks at the largest independent pharma advertising agency at the time, AbelsonTaylor, creating award-winning campaigns. In 2010 she started her own design business in Chicago, Yoolia Design, where she continued serving healthcare and pharma clients, as well as local authors and clients across a variety of industries, with anything from ideation and design to website development, social media management and marketing strategy. During that time, she also captured the vivid photographs accompanying Greg Borzo's essays in the award-winning coffee table book ‘Chicago’s Fabulous Fountains. In 2017, Julia moved to San Francisco and joined 3Q Digital, the largest independent performance agency and helped build out a rapidly growing full-service creative team.
Speaker
Karen Hopper
Senior Data Strategist, M+R
As the Senior Data Strategist at M+R, Karen Hopper has the privilege of leading the M+R testing team, overseeing website, email, and ad testing strategy, implementation, and reporting. But she wasn't always on the data side of things - she started in client services, managing email marketing, drafting creative briefs, implementing social media advertising, and building SMS programs. Prior to joining M+R in 2012, Karen worked in policy and advocacy at National Council of La Raza (now UnidosUS), at Center for Science in the Public interest, and on Capitol Hill.
Speaker
Patrick Gilbert
Executive Director, AdVenture Media Group
Patrick Gilbert grew up in Long Island, NY. He studied marketing and economics at the Pennsylvania State University and currently serves as the Executive Director at AdVenture Media Group. He is internationally recognized by Google for his expertise with automation, having been asked to deliver presentations at Google conferences held in NYC, London, and Dublin. Goodfirms.co recognized Patrick as a Top 10 Thought Leader for PPC Machine Learning, and PPC Hero listed Patrick among the Top 50 Most Influential PPC Experts of 2020. If the Buffalo Bills ever win the Super Bowl, Patrick hopes you think of him and say, “Good for him. He never gave up on that miserable franchise.”
Speaker
Carolyn Lyden
Director of Search Content, Search Engine Land
With over 10 years of experience in content and SEO, Carolyn Lyden now serves as the Director of Search Content for Search Engine Land and SMX. Carolyn is both endlessly passionate about search marketing and a staunch advocate for marketers as a community leader and educator. She most recently ran her own agency, Search Hermit, where she specifically set out to help women- and BIPOC-owned businesses improve their presence and performance in search. Carolyn has experience in all verticals in search marketing, with particular expertise in content marketing, strategy, local search marketing, and analytics. She is also a well-known figure in the search community through her experiences speaking in various search conferences and as the leader of the popular #SEOchat on Twitter.
Speaker
Matt Van Wagner
President, Find Me Faster
Matt Van Wagner is President of Find Me Faster, Paid Search Agency in Burlington, VT. Matt has been a speaker and session moderator for SMX conferences around the world for over fifteen years. He has been a columnist for Search Engine Land, writing on paid search topics and a technical editor for books on paid search, including Brad Geddes' Advanced Adwords and Andrew Goodman's Winning Results for Google AdWords. In 2015, he was named on of the first Microsoft MVP for his contributions to the Microsoft Ads community. Matt is a graduate of St Lawrence University, Canton NY (BS Economics) with an M.B.A. from Rivier College, Nashua, NH. Matt enjoys contributing to non-profits that make a difference in the world such as Thank You Project (https://thankyouproject.org/) which brings clean water and education to rural Nigeria, and Building Dreams for Marines (https://bdfm.org/) which provides accessibility home renovations for NH Marine veterans.
Overtime: Q&A with today's PPC speakers
Session Overview
Your journey isn't over yet... join us for Overtime, where we'll host the speakers from today's PPC presentations and get their insights on audience questions gathered throughout the day. Submit additional questions of your own or just sit back and learn!
If your calendar provider is not listed,
please add the session details manually.
Speakers
Charlie Byrne
PPC Manager, Peak Ace AG @charlieebyrne
Rebecca Debono
Director of Creative Strategy, 3Q Digital @beccadebono
Julia Thiel
Executive Creative Director, 3Q Digital @3QDigital
Karen Hopper
Senior Data Strategist, M+R @nochillfilter
Patrick Gilbert
Executive Director, AdVenture Media Group @patrickjgilbert
Carolyn Lyden
Director of Search Content, Search Engine Land @carolynlyden
Matt Van Wagner
President, Find Me Faster @mvanwagner
Break
Featured Speaker
TRACK
Featured Speaker
The psychology of content: Mastering cognitive biases, conversion triggers, and modern SEO to achieve massive results in 2021
The psychology of content: Mastering cognitive biases, conversion triggers, and modern SEO to achieve massive results in 2021
If your calendar provider is not listed,
please add the session details manually.
Matthew Capala
Founder, CEO, Alphametic
Speaker
Matthew Capala
Founder, CEO, Alphametic
Matthew Capala is a seasoned digital marketing executive, founder of Alphametic, author of “The Psychology of a Website,” keynote speaker, and entrepreneur. As a Polish immigrant who started out on the scaffolds of Manhattan, Capala is a self-made success story. Studying books and seeking mentors, he learned how to use Internet marketing tools to create opportunities he would not have had otherwise. As a practitioner above all, he has spent the last 15 years delivering results to his clients, from emerging companies to some of the most iconic brands in the world, such as L’Oréal and Calvin Klein, leveraging the latest strategies in SEO, Google Ads, and conversion optimization. Presently, Capala is the CEO of Alphametic, a prominent digital marketing agency in Florida. Prior to his move to Miami, he led a successful career as a Madison Avenue ad agency executive in New York, where he was also appointed Adj. Professor at NYU (’12 –’14). His work and ideas have been featured in Forbes, Inc, Entrepreneur, MarketWatch, eMarketer, and Mashable. As a charismatic speaker, he regularly appears on some of the biggest marketing stages in the world, such as Internet Summit, MarketingProfs, and Digital Summit. He holds three degrees, including an MBA in Marketing.
The psychology of content: Mastering cognitive biases, conversion triggers, and modern SEO to achieve massive results in 2021
Session Overview
Modern marketers must understand -- and optimize for -- the basic principles of choice psychology that influence not only every action on your website, but how modern algorithms read and rank your content on search engines. Google’s new AI-powered RankBrain cares more about the user’s satisfaction than how many times a keyword is used in your content. If you want to optimize for the Google bot, you need to optimize for the human.
Combining hundreds of practical examples from some of the world’s most successful brands with the application of the fundamental principles of modern psychology and data science, the six-step Website PSY Formula covered in this session will take you on a guided journey to content success.
After this session, you'll be able to:
- Build instant trust and minimize friction by displaying unquestionable social proof
- Use credibility content and frame control to position your brand as a trusted authority in your field
- Reduce your bounce rates by learning how to overcome common objections mastering the copywriting for the Web
- Encourage small commitments and activate the consistency bias to pull the user towards your offer
- Reassure with social proof during the final stages of conversion to reduce buyer’s remorse and funnel abandonment
- Create a repeatable source of new customers through sustainable website conversion funnels that map buyer personas to keywords, content, and conversions
If your calendar provider is not listed,
please add the session details manually.
Speakers
Matthew Capala
Founder, CEO, Alphametic @searchdecoder
Break
Clinics
TRACK
SEO
Site content clinic
Site content clinic
If your calendar provider is not listed,
please add the session details manually.
Heather Lloyd-Martin
CEO, SuccessWorks
Vanessa Fox
CEO, Keylime Toolbox
Brian Ussery
Director of SEO, Razorfish
Speaker
Heather Lloyd-Martin
CEO, SuccessWorks
Heather Lloyd-Martin has worked with top companies all around the world – from search engines and television networks, to Fortune 50 companies and major publishers. Over the years, she's presented at hundreds of conferences, including SMX, PubCon, SearchFest, AWAI’s Web Writing Intensive, Search Engine Strategies, MarketingProfs and more. Heather lives outside of Portland, Oregon with her husband and two cranky cats. When she's not glued to my laptop, she loves working out, travel, rafting the Colorado River and Starbucks soy milk lattes.
Speaker
Vanessa Fox
CEO, Keylime Toolbox
Vanessa Fox is the author of Marketing in the Age of Google: Your Online Strategy IS Your Business Strategy, which has been called the “first must-read-to-survive business book of the twenty-first century”. Vanessa has traveled the globe discussing the evolution of how we search for and consume information. She writes regularly about the search engine industry, searcher behavior, and technical site architecture. Vanessa previously helped create Google’s Webmaster Central, which provides both tools and community support to help website owners improve their sites with an eye towards gaining more customers from organic search. She was instrumental in the sitemaps.org alliance of Google, Yahoo!, and Microsoft Live Search (now Bing). Her current venture, Keylime Toolbox, provides SEO and user-focused online metrics and education for companies of all sizes.
Speaker
Brian Ussery
Director of SEO, Razorfish
Brian Ussery is an SEO Director at Razorfish in Atlanta, Georgia. He is a technical SEO expert and leading authority on issues related to SEO for Google. Brian is a Google Product Expert for Google Search Console and a trusted Google partner, who connects regularly to stay in-the-know about new and improved product features.
Site content clinic
Session Overview
If your calendar provider is not listed,
please add the session details manually.
Speakers
Heather Lloyd-Martin
CEO, SuccessWorks @heatherlloyd
Vanessa Fox
CEO, Keylime Toolbox @vanessafox
Brian Ussery
Director of SEO, Razorfish @beussery
TRACK
PPC
Landing page clinic
Landing page clinic
If your calendar provider is not listed,
please add the session details manually.
Amy Hebdon
Founder & CEO, Paid Search Magic
Melissa Mackey
Search Supervisor, gyro, A Merkle Company
Jeremy Epperson
CEO, Conversion Guides
Speaker
Amy Hebdon
Founder & CEO, Paid Search Magic
Amy Hebdon is the founder of Google Partner agency Paid Search Magic, and is a top Google Ads conversion expert & paid search coach with over 16 years of hands-on experience. She was named as one of 2020's Top 25 Most Influential PPC Experts by PPC Hero, and her PPC marketing experience and insights make her a welcomed contributor to Search Engine Journal, PPC Hero, CXL, Copyhackers, Supermetrics and Unbounce. She co-hosts the free Facebook group Google Ads for Savvy Digital Marketers.
Speaker
Melissa Mackey
Search Supervisor, gyro, A Merkle Company
Melissa Mackey is Search Supervisor at gyro, dentsu's Global B2B Flagship Agency. A veteran PPC marketer, she helps clients achieve maximum ROI from paid search. Mackey contributes regularly to several industry publications, including Search Engine Journal, MediaPost, and AdWeek, writing on PPC strategy. She also hosts a blog, www.beyondthepaid.com, where she writes on the topics of pay-per-click and search marketing. Mackey has spoken extensively at industry conferences such as SMX Advanced, HeroConf, and PSAC. Throughout her career, her achievements include the evaluation and implementation of paid search and paid social campaigns for all types of advertisers, as well as execution and analysis of ad copy and landing page strategy. Mackey also serves on the board of the Paid Search Association. Mackey holds a Dual BA from Michigan State University, and a Masters of Management from Aquinas College. She lives in East Lansing, Michigan with her husband and the empty bedrooms of her two grown-and-flown children.
Speaker
Jeremy Epperson
CEO, Conversion Guides
Jeremy Epperson's mission is to help businesses with the relentless pursuit of exponential growth online. He has launched Conversion Rate Optimization programs for 155+ clients and translated that into a proven and repeatable process to drive growth in your business. This process has generated over $247 million in tracked revenue from winning onsite tests. As a professional speaker, he has presented over 175 times in 47 states and trained over 42,000 Founders, Execs, Marketers, and Growth Leaders. As an entrepreneur, he launched 4 different 7+ figure businesses from scratch.
Landing page clinic
Session Overview
The quality of your landing pages is critical for conversion. Compelling landing pages engage visitors, making them want to learn more and take action. In this interactive clinic, you'll learn first-hand how to transform your landing pages into something your visitors can't resist.
Please note: This clinic aired live on Tuesday, April 13. It was not recorded and it is not available for viewing on-demand.
If your calendar provider is not listed,
please add the session details manually.
Speakers
Amy Hebdon
Founder & CEO, Paid Search Magic @amyppc
Melissa Mackey
Search Supervisor, gyro, A Merkle Company @beyondthepaid
Jeremy Epperson
CEO, Conversion Guides
Break
Meetups
TRACK
SEO
SEO community meetup: Content challenges
SEO community meetup: Content challenges
If your calendar provider is not listed,
please add the session details manually.
SEO community meetup: Content challenges
Session Overview
Wrap up SMX Create with a virtual community meetup! This is your chance to connect with like-minded peers who have similar interests and are facing the same workplace challenges.
The live event will be moderated by Search Engine Land's expert editors, George Nguyen and Barry Schwartz. Together, they will guide the discussion and encourage you to talk about your specific SEO content challenges. Trade stories, share advice, and learn something new in this relaxed, welcoming environment.
If your calendar provider is not listed,
please add the session details manually.
TRACK
PPC
PPC community meetup: Ad challenges
PPC community meetup: Ad challenges
If your calendar provider is not listed,
please add the session details manually.
PPC community meetup: Ad challenges
Session Overview
Wrap up SMX Create with a virtual community meetup! This is your chance to connect with like-minded peers who have similar interests and are facing the same workplace challenges.
The live event will be moderated by Search Engine Land’s Director of Search Content, Carolyn Lyden, and PPC expert Matt Van Wagner of Find Me Faster. Together, they will guide the discussion and encourage you to talk about your specific PPC ad challenges. Trade stories, share advice, and learn something new in this relaxed, welcoming environment.
Please note: This meetup aired live on Tuesday, April 13. It was not recorded and it is not available for viewing on-demand.
If your calendar provider is not listed,
please add the session details manually.
Wednesday — April 14th, 2021
Workshops - Additional Fee Applies
TRACK
Workshop One
Creating an SEO-friendly content marketing program - Day One
Creating an SEO-friendly content marketing program - Day One
If your calendar provider is not listed,
please add the session details manually.
Michael Brenner
CEO and Founder, Marketing Insider Group
Speaker
Michael Brenner
CEO and Founder, Marketing Insider Group
Michael Brenner is a top Content Marketing influencer, an experienced CMO and Digital Marketer with stints at brands like SAP and Nielsen and multiple high-growth startups. Today, Michael runs a fast-growing content marketing agency, Marketing Insider Group. He is also the author of The Content Formula, and Mean People Suck. When he's not running after his 4 kids, or building effective content marketing programs. Michael enjoys sharing his experiences and client stories to inspire leaders like you to create growth and impact.
Creating an SEO-friendly content marketing program - Day One
Session Overview
Access to this workshop has expired. To register for an upcoming SMX workshop, visit SearchMarketingExpo.com.
If your calendar provider is not listed,
please add the session details manually.
Speakers
Michael Brenner
CEO and Founder, Marketing Insider Group @BrennerMichael
TRACK
Workshop Two
Mastering Google Data Studio - Day One
Mastering Google Data Studio - Day One
If your calendar provider is not listed,
please add the session details manually.
Nico Brooks
Principal, Two Octobers, LLC
Speaker
Nico Brooks
Principal, Two Octobers, LLC
Nico Brooks is a co-founder of Two Octobers, a digital agency that combines best-in-class digital marketing, training and technology to help purpose-driven companies achieve extraordinary results. Nico also teaches analytics and search engine marketing as an adjunct professor at the University of Denver, and is an organizer of the Denver Marketing Analytics Meetup. Nico is passionate about humanizing marketing data - making it centered around and useful to people. He has helped hundreds of organizations and individuals improve results and maximize impact with data since he first discovered Webtrends in the late 90’s. In his spare time, he likes making things and running on trails. He is currently working on mastering the art of bronze bell casting, with mixed success.
Mastering Google Data Studio - Day One
Session Overview
Access to this workshop has expired. To register for an upcoming SMX workshop, visit SearchMarketingExpo.com.
If your calendar provider is not listed,
please add the session details manually.
Speakers
Nico Brooks
Principal, Two Octobers, LLC @nicobrx
TRACK
Workshop Three
Building PPC landing pages that boost conversions - Day One
Building PPC landing pages that boost conversions - Day One
If your calendar provider is not listed,
please add the session details manually.
Brian Massey
Conversion Scientist, Conversion Sciences LLC
Speaker
Brian Massey
Conversion Scientist, Conversion Sciences LLC
Brian Massey is the founder of Conversion Sciences LLC and author of the book Your Customer Creation Equation. His rare combination of interests and experience was developed over 30 years as a computer programmer, entrepreneur, corporate marketer, international speaker, and writer. Founded in 2007, Conversion Sciences helps businesses transform their sites through a steady diet of visitor profiling, purposeful content, analytics, and AB testing. Massey has worked with hundreds of companies to improve their online business. He is a sought-after speaker, presenting at IBM, Inbound, LeadsCon, Content Marketing World, Affiliate Summit, and others. He has written for online publications including ClickZ, Search Engine Land and Marketing Land. Massey is the host of the Intended Consequences podcast.
Building PPC landing pages that boost conversions - Day One
Session Overview
Access to this workshop has expired. To register for an upcoming SMX workshop, visit SearchMarketingExpo.com.
If your calendar provider is not listed,
please add the session details manually.
Speakers
Brian Massey
Conversion Scientist, Conversion Sciences LLC @bmassey
Thursday — April 15th, 2021
Workshops - Additional Fee Applies
TRACK
Workshop One
Creating an SEO-friendly content marketing program - Day Two
Creating an SEO-friendly content marketing program - Day Two
If your calendar provider is not listed,
please add the session details manually.
Michael Brenner
CEO and Founder, Marketing Insider Group
Speaker
Michael Brenner
CEO and Founder, Marketing Insider Group
Michael Brenner is a top Content Marketing influencer, an experienced CMO and Digital Marketer with stints at brands like SAP and Nielsen and multiple high-growth startups. Today, Michael runs a fast-growing content marketing agency, Marketing Insider Group. He is also the author of The Content Formula, and Mean People Suck. When he's not running after his 4 kids, or building effective content marketing programs. Michael enjoys sharing his experiences and client stories to inspire leaders like you to create growth and impact.
Creating an SEO-friendly content marketing program - Day Two
Session Overview
Access to this workshop has expired. To register for an upcoming SMX workshop, visit SearchMarketingExpo.com.
If your calendar provider is not listed,
please add the session details manually.
Speakers
Michael Brenner
CEO and Founder, Marketing Insider Group @BrennerMichael
TRACK
Workshop Two
Mastering Google Data Studio - Day Two
Mastering Google Data Studio - Day Two
If your calendar provider is not listed,
please add the session details manually.
Nico Brooks
Principal, Two Octobers, LLC
Speaker
Nico Brooks
Principal, Two Octobers, LLC
Nico Brooks is a co-founder of Two Octobers, a digital agency that combines best-in-class digital marketing, training and technology to help purpose-driven companies achieve extraordinary results. Nico also teaches analytics and search engine marketing as an adjunct professor at the University of Denver, and is an organizer of the Denver Marketing Analytics Meetup. Nico is passionate about humanizing marketing data - making it centered around and useful to people. He has helped hundreds of organizations and individuals improve results and maximize impact with data since he first discovered Webtrends in the late 90’s. In his spare time, he likes making things and running on trails. He is currently working on mastering the art of bronze bell casting, with mixed success.
Mastering Google Data Studio - Day Two
Session Overview
Access to this workshop has expired. To register for an upcoming SMX workshop, visit SearchMarketingExpo.com.
If your calendar provider is not listed,
please add the session details manually.
Speakers
Nico Brooks
Principal, Two Octobers, LLC @nicobrx
TRACK
Workshop Three
Building PPC landing pages that boost conversions - Day Two
Building PPC landing pages that boost conversions - Day Two
If your calendar provider is not listed,
please add the session details manually.
Brian Massey
Conversion Scientist, Conversion Sciences LLC
Speaker
Brian Massey
Conversion Scientist, Conversion Sciences LLC
Brian Massey is the founder of Conversion Sciences LLC and author of the book Your Customer Creation Equation. His rare combination of interests and experience was developed over 30 years as a computer programmer, entrepreneur, corporate marketer, international speaker, and writer. Founded in 2007, Conversion Sciences helps businesses transform their sites through a steady diet of visitor profiling, purposeful content, analytics, and AB testing. Massey has worked with hundreds of companies to improve their online business. He is a sought-after speaker, presenting at IBM, Inbound, LeadsCon, Content Marketing World, Affiliate Summit, and others. He has written for online publications including ClickZ, Search Engine Land and Marketing Land. Massey is the host of the Intended Consequences podcast.
Building PPC landing pages that boost conversions - Day Two
Session Overview
Access to this workshop has expired. To register for an upcoming SMX workshop, visit SearchMarketingExpo.com.
If your calendar provider is not listed,
please add the session details manually.
Speakers
Brian Massey
Conversion Scientist, Conversion Sciences LLC @bmassey
