SMX East 2017 Agenda

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Expo Hall Hours:

Tuesday, October 24th: 12pm-6pm

Wednesday, October 25th: 10am-4pm

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Calendar

Full Conference Agenda - Tuesday, October 24th

7:00 AM-9:00 AM

Breakfast/Registration

9:00 AM-10:15 AM

SEO Ranking Factors In 2017: What's Important, What's Not

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    SEO
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    SEO

Overview

With loads of guesswork and assumptions, the debate about Google ranking factors is never-ending and evolves with every algorithm update. What's on the rise, what's on the decline, and what still works?

You'll leave this session know the key elements that will deliver maximum SEO success as we move into the coming year and beyond.

Speakers

Herndon Hasty

Digital Marketing Manager, The Container Store, @herndon

Olga Andrienko

Head of Global Marketing, SEMrush, @olgandrienko

Marcus Tober

Founder/CTO, Searchmetrics Inc., @marcustober

Bruce Clay

President, Bruce Clay, Inc., @bruceclayinc

Moderator

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

The Art & Science Of Crafting Successful Ads

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    SEM
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    SEM

Overview

With all the options available in AdWords and Bing Ads, creating simple, effective ads has never been so complex. In this session, we'll cover both the art and mechanics of crafting great online ads. We'll cover creative copywriting, how to assemble ad formats, extensions and targeting options for greatest potency, how to design and deploy display ads of every shape and size, and how to integrate ad automation tactics for greater scale and messaging precision.

Speakers

Brad Geddes

Co-Founder, Adalysis, @bgTheory

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

Shopping Campaign Tips & Tricks You'll Want To Own

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    SEM
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    Mobile/Local/Retail

Overview

From initial structure to ongoing optimization and last minute tips for holiday success, our panelists will share tips and strategies to systematically and creatively cultivate your Bing and Google Shopping Campaigns into healthy, productive year-round ROAS generators.

Speakers

Jake Favaro

Sr. Director of Client Services, 3Q Digital, @3QDigital

Cady Condyles

Senior Product Marketing Manager, Bing Ads, Microsoft, @cadycondyles

Jared DeSisto

Associate Director, Feeds, Merkle, @merkleCRM

Moderator

Ginny Marvin
Contributing Editor, Marketing Land, @ginnymarvin

Keyword Research & Copywriting For Search Success

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    Boot Camp

Overview

Successful marketing starts with the message. With SEO, that means understanding the terms being used by your target audience. Take it from Captain Obvious: it helps to use those words in your web pages.

This session covers the importance of textual content to search engines and how, with a bit of planning, you can create HTML tags and body copy that are search engine-friendly and engage your customer.

Speakers

Christine Churchill

President, KeyRelevance, @keyrelevance

Moderator

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

Excel With Bing: TBA

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TBA

10:15 AM-10:45 AM

Refreshments

10:45 AM-12:00 PM

How to Maximize & Measure Performance on the Google Display Network

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    SEM
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    SEM

Overview

Maximizing reach, awareness and performance of your display campaigns is critical to success of GDN campaigns.

This session covers the best ways to prioritize ad formats, creative use of audience segmentation, placement strategies and brand protection considerations and will include a discussion of attribution methods for display.

Speakers

Ted Ives

CEO, SEMCopilot LLC, @tedives

Cara deBeer

Paid Search Director, Catalyst, @CatalystSEM

Michelle Morgan

Director of Client Services, Clix Marketing, @michellemsem

Moderator

Ginny Marvin
Contributing Editor, Marketing Land, @ginnymarvin

Paid Search Fundamentals

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    SEM
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    Boot Camp

Overview

Paid search (aka SEM) allows you to generate traffic from search engines by purchasing ads, usually on a cost-per-click (CPC) or pay-per-click (PPC) basis. Knowing the basics of how to structure your first campaign can make the difference between success and failure, and the ability to prove the effort has delivered value is critical to new SEMs.

This session covers the basics of how to purchase placement from the major search engines, including best practices for success with your ads.

Speakers

Matt Van Wagner

President, Find Me Faster, @mvanwagner

Moderator

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

Excel With Bing: TBA

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TBA

10:45 AM-11:15 AM

Why Going Global Is Essential To Your Business

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    SEO

Overview

As the world becomes increasingly connected, it's becoming more vital than ever for virtually all businesses - regardless of size - to have a global online presence. And taking a one-size-fits-all approach won't cut it. Learn from Frederic Schaub, Marriott International's Digital Services Senior Manager of Global Strategy as he discusses the right (and wrong!) approaches to international SEO, PPC, social and content, and how marketers can win when going global.

Speakers

Frederic Schaub

Senior Manager, Global Strategy, Marriott Digital Services, Marriott International, @MrFred_S

Moderator

Barry Schwartz
News Editor, Search Engine Land, RustyBrick, @rustybrick
10:45 AM-11:10 AM

Hack Your Search Targeting with Synthetic Locations

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    SEM
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    Mobile/Local/Retail

Overview

For advertisers, especially those with e-commerce storefronts, it can be difficult to make traditional, unbranded SEM worth the investment. Low CTR and conversion rates are symptoms of targeting too large a group, but many marketers don't know how to drill down to the ready-to-buy audience.

The good news is that it's possible for e-commerce brands to do detailed geotargeting using "synthetic locations," finding pockets of motivated buyers and matching them with micro-relevant messages. This session explores setup and optimization, creative and sourcing data to leverage the power of local hypertargeting.

Speakers

Caleb Donegan

VP, Product & Digital Strategy, Balihoo, @calebdonegan

Moderator

Chris Sherman
Partner & VP Event Programming, Third Door Media, Inc., @CJSherman
11:10 AM-11:35 AM

Harnessing The Power Of Online Reviews

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    SEO
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    Mobile/Local/Retail

Overview

Online reviews and their "little gold stars" are disrupting marketing efforts and impacting customer purchases. In fact, 88 percent of customers trust online reviews as much as personal recommendations, according to a recent survey.

Get the facts about how reviews can impact quality of service, customer satisfaction, customer retention and customer acquisition. Learn what causes most negative online reviews and get tips on how to gain more raves. Get in the review game or get lost in the online hustle.

Speakers

Rob Kerry

Co-Founder, Ayima, @ayima

Moderator

Chris Sherman
Partner & VP Event Programming, Third Door Media, Inc., @CJSherman
11:15 AM-12:00 PM

Speaking In Tongues: Mastering Multinational Search

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    SEO

Overview

Setting up and running multinational campaigns is the new frontier for search marketers. But it's not enough just to translate a website and expect good results. Effectively using Hreflang annotations, ensuring proper translation and cultural localization, mastering hosting issues and working with different currencies, tariffs and payment systems require careful work.

This session shows you how to master the lingua franca of the international marketplace without making costly mistakes.

Speakers

Aleyda Solis

International SEO Consultant, Orainti, @aleyda

Moderator

Barry Schwartz
News Editor, Search Engine Land, RustyBrick, @rustybrick
11:35 AM-12:00 PM

Top Ranking Factors For Service Based Businesses

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    SEO
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    Mobile/Local/Retail

Overview

Google often doesn't know how to best represent service-based businesses, because they often lack both a product and a real-world location. But that needn't be an issue if you approach SEO with the appropriate mindset. In this session, you'll learn:

  • How to reach customers beyond your business's Zip Code.
  • What Google isn't telling you about winning in local SEO.
  • How to leverage your tools to measure your successes both on-and-off site.

Speakers

Sean Bucher

Director of SEO, Rocket Media, @spbucher

Moderator

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

Sponsored by

Noon-1:30 PM

Lunch, Expo Hall & SMX Theater Opens

(open to Expo+ pass holders)

1:30 PM-2:45 PM

Getting AMPed: Essential Info About Google Accelerated Mobile Pages

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    SEO
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    SEO

Overview

With accelerated mobile pages now over a year old and fully integrated into Google Search, the use of AMP has expanded far beyond publishers and is now being deployed by retailers and others. SEOs need to be aware of the latest implementation techniques, display issues, measurement capabilities and more to understand why more than 2 billion AMP pages have been published from over 900,000 domains -- and why you should be "AMPing up" as well.

This session explores the latest AMP developments and what you should do to take advantages of them to deliver your content faster and reap the search result rewards.

Speakers

Eric Enge

CEO, Stone Temple Consulting, @stonetemple

Laura Scott

Global Marketing Director, Botify, @Laura_R_Scott

Ben Morss

Developer Advocate, Google

Moderator

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

Must-Have Reports For Search Advertisers

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    SEM
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    SEM

Overview

Actionable reports are essential to creating and tuning SEM campaigns. Choosing reports with the right data is crucial to effective campaigns optimization. And the information you share with your boss or clients can make the difference to the perceived value of your position and your career growth.

In this session, SEM experts share their own favorite reports that help them maximize returns, gain an edge on the competition -- and delight and satisfy key stakeholders.

Speakers

Michael Bartholow

Senior Account Manager, LunaMetrics, @michaelb3600

Bradley A Giddens

Associate Director, SEO, Horizon Media, @DgtlMktgGeek

Aaron Levy

Manager of Client Strategy, Elite SEM, @bigalittlea

Moderator

Brad Geddes
Founder, AdAlysis, @bgTheory

Finding Feed-Driven Retail Success Beyond Bing & Google

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    SEM
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    Mobile/Local/Retail

Overview

You're already successful with Product Listing Ads and Product Ads. Now your focus is on building product search campaigns to drive sales on other channels, including Facebook, Pinterest and Amazon.

In this session, our expert speakers will address opportunities that each of these platforms represent and help retailers ramp up for the holidays.

Speakers

Todd Bowman

Senior Director, SEM and Feeds, Merkle, @ToddBowman68

Jennifer Barry

Director of Social Advertising, DragonSearch, @jenkiaba

Elizabeth Marsten

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

Moderator

Ginny Marvin
Contributing Editor, Marketing Land, @ginnymarvin

Link Building Fundamentals

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    SEO
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    Boot Camp

Overview

Ever since Google created PageRank, every good search marketer's motto has been "I link, therefore I am." Link building is an art. There are dos and don'ts of linking campaigns, and a mistake could cost you valuable traffic and conversions.

In this session, we'll look at how to get quality links, how to craft anchor text to build authority and how to avoid commonplace mistakes that will hurt your credibility. Getting link building right is critical; don't risk potential penalties that will harm or destroy your search visibility by missing this session!

Speakers

Debra Mastaler

President, Alliance-Link, @debramastaler

Moderator

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

Excel With Bing: TBA

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TBA

LiveRamp: TBA

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TBA

Sponsored by

2:45 PM - 3:30 PM

Refreshments & Expo Hall & SMX Theater Time

(open to Expo+ pass holders)

3:30 PM-4:45 PM

AMP: Do Or Die?

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    SEM

Overview

Google has doubled down on Accelerated Mobile Pages (AMP), pushing site owners in every business vertical to convert their sites to support the specification. Google cites multiple case studies highlighting publishers that have seen significant gains in both traffic and conversions with AMP adoption. In Google's new mobile-first world, brands are left to consider whether or not adopting AMP is a smart long-term strategy.

To get an unbiased look at AMP adoption, gains and losses that result and its ease of implementation, we conducted a survey of our Search Engine Land audience. Come to this session for the results, and to hear panelists share their own experiences with AMP. You'll hear case studies from a large publisher, an e-commerce site, and a technical SEO to get a full spectrum view of the challenges and benefits of AMP adoption.

Speakers

John Shehata

Vice President, SEO, Conde Nast, @jshehata

Aleyda Solis

International SEO Consultant, Orainti, @aleyda

Adam Young

CEO & Founder, Event Tickets Center, @adamyoungetc

Moderator

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

Co-Moderator

Ginny Marvin
Contributing Editor, Marketing Land, @ginnymarvin

Paid Search & Social: Twin Children Of Different Mothers

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    SEM
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    Mobile/Local/Retail

Overview

SEM experts are best suited to master the growing complexity of traditional search and emerging social media advertising. Hey, you've mastered scripts, bids modifications and elaborate combinations of extensions, right? Tackling social requires similar thinking and detailed execution to get positive results.

Learn how to apply your hard-earned expertise to marry search and social media advertising, creating the ultimate combination of push and pull.

Speakers

Kieley Taylor

Managing Partner, Global Head of Social, GroupM, Catalyst, @kieley_taylor

Moderator

Brad Geddes
Founder, AdAlysis, @bgTheory

Online-to-Offline Attribution: Google, Facebook & Beyond

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    All
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    Boot Camp

Overview

Measuring cross channel attribution remains a mystery to many marketers, and moving from digital to physical-world channels is an even bigger challenge. Google, Facebook and a range of third-party platforms and data providers now offer store visits data and offline attribution. Given that the vast majority of transactions happen locally, an offline attribution strategy is critical to understanding the true ROI of your marketing spend.

This session explores the tools available from Google, Facebook and others and how they determine store visits (and sales) with location data.

Moderator

Greg Sterling
Founding Principal, Sterling Market Intelligence, @gsterling

Search Engine Friendly Web Design

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    SEO
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    Boot Camp

Overview

Smart (and successful) web designers know that optimizing site design for search engines is both essential and a savvy move. Search engines are the starting point for most internet users, and if your site is difficult for Google, Bing or other engines to "read," it's never going to work for your human visitors, either.

Attend this session and learn how to create search engine-friendly sites that are equally appealing to human visitors.

Speakers

Shari Thurow

Founder and SEO Director, Omni Marketing Interactive, @sharithurow

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

Excel With Bing: TBA

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TBA

How Machine Learning is Changing the Content Game Right Now

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Learn how machine learning will drive wholly new capabilities for evaluating page quality, and how it impacts both your content on and off-site and your overall site authority. This session will show you what you can do RIGHT NOW to accelerate your SEO results, and to set your business up to thrive as the world of search gets turned upside down.

Speakers

Eric Enge

CEO, Stone Temple Consulting

Mark Traphagen

Senior Director of Brand Evangelism, Stone Temple Consulting

Sponsored by

4:45 PM-6:00 PM

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

(open to Expo+ pass holders)

7:00 PM-9:00 PM

Janes of Digital

Calendar

Full Conference Agenda - Wednesday, October 25th

7:30 AM-9:00 AM

Breakfast/Registration

9:00 AM-10:00 AM

Keynote: Search Marketers Are The Trailblazers In The Emerging Martech Era

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    General

Overview

We get it. Marketing is now a software-powered discipline that blends the art of creative and science of data. New technologies are deeply interwoven into marketing operations and strategy. Effectively harnessing them demands new capabilities, talent and management.

In this inspiring keynote, Scott will discuss:
- the evolution of marketing from the "arts and crafts department" to a results-producing, software-driven dynamo,
- how organizations are reinventing their operations and institutional metabolism to cope with the always-on and multichannel world,
- and why search marketers are uniquely qualified to lead in the new "martech era."

Speakers

Scott Brinker

Conference Chair, MarTech & Editor, chiefmartec.com, @chiefmartec

Moderator

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

Sponsored by

10:00 AM-10:45 AM

Refreshments & Expo Hall & SMX Theater Opens

(open to Expo+ pass holders)

10:45 AM-12:00 PM

Breakthrough SEM Testing Tactics

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    SEM
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    SEM

Overview

"Trust but verify," says the Russian proverb; it's even more true for SEMs today. And while everything in your SEM campaigns can be tested, not all types of tests yield actionable results. The techniques and methods, and the how and why of testing, may change depending on whether you are testing ads, landing pages, keywords, bid methods, or even something most of your competitors haven't thought of copied yet.

In this session, SEM experts will show you how they write their greatest ads and how they test more quickly and effectively. They will also share their proven processes for maintaining high performance day after day and month after month.

Speakers

Purna Virji

Senior Training Manager, Microsoft, @purnavirji

Alice Han

Analyst, EveryMundo, @EveryMundo

Chelsea Chambers

Paid Search Associate, Red Ventures, @SEMcchambers

Moderator

Brad Geddes
Founder, AdAlysis, @bgTheory

Brands Talk Search Marketing

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    Brand/Strategies

Overview

Brands face unique challenges when it comes to SEM, including:

- maintaining brand image within restrictive headline and description requirements
- ensuring that testing takes into account other branding efforts.
- following trademark guidelines.
- and more.

Brands also face significant SEO challenges: coordinating the ownership of keywords, content and other assets with various other marketing groups.

Come hear how brands are handling these and other challenging issues in their search marketing campaigns.

Speakers

Michelle Robertson

Senior Digital Marketing Specialist, Experian, @michemesh

Moderator

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

Learn with Google: TBA

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TBA

10:45 AM-11:10 AM

What's New With Markup & Structured Data

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    SEO
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    SEO

Overview

Properly structured data is critical and often forgotten element of getting great search results. For years, Google displayed results with "rich snippets," enhanced search results such as stars, images and additional information. Recently, Google has been relying more heavily on structured data markup for Rich Snippets to better understand and index your content, giving it more prominence in search results. Without properly structured data, you could be losing out on quality traffic to your website.

Eric will discuss some of the newer markup options and introduce you to advanced uses of structured data related to google rich snippets that help you refine, update and optimize your content.

Speakers

Eric Enge

CEO, Stone Temple Consulting, @stonetemple

Moderator

Barry Schwartz
News Editor, Search Engine Land, RustyBrick, @rustybrick
11:10 AM-11:35 AM

Migration Best-Practices: Successfully Relaunching Your Website

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    SEO
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    SEO

Overview

Are you planning to switch to HTTPs, migrate to a new CMS, change hosting providers or redesign your site templates? Many things can go wrong and most of the consequences are severe, but we've got you covered! In this session Bastian will offer hands-on advice on how you should plan your relaunch as well as how to avoid the most common problems that arise when making major changes to your site. Attend this session and you will be well equipped for one of the biggest SEO challenges: your next (smooth!) relaunch.

Speakers

Bastian Grimm

CEO & Director Organic Search, Peak Ace AG, @basgr

Moderator

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