Obsessed With SEO & SEM

October 24-25, 2018
Jacob K. Javits Convention Center

SMX East 2018 Agenda

Build your own agenda! Click "Add To My Agenda", then enter your email in the My Agenda box at the bottom of the page to have your selections emailed to you.

Calendar

Full Conference Agenda - Tuesday, October 23rd

Pre-Conference Workshops (Additional fee) - 9:00 AM-5:00 PM

Advanced SEO Training with Bruce Clay

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    Workshops

Presented by Bruce Clay

Overview

Spend a day with a master SEO and come away with cutting-edge SEO techniques – tackling RankBrain, voice search, AMP, featured snippets, and more – that can help raise your rankings and visibility in search engines. Learn More.

Certified Knowledge Advanced AdWords Training

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    Workshops

Presented by Brad Geddes

Overview

Even with all of the new marketing channels that have opened up over the years, AdWords is still the core of many companies’ interactive campaigns. If your PPC campaigns are not running efficiently, it can have a drastic impact on your bottom line. Join Brad Geddes for a full day of AdWords education and discussion that will teach you not only the best practices but also advanced concepts and strategies that are based on a decade of research and testing. Learn More.

Mastering Social Media Advertising

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    Workshops

Presented by Ginny Marvin

Overview

Designed for experienced paid social practitioners and managers, this day-long workshop will be an intensive dive into getting more out of paid social — from advanced-level learning on creative strategies to efficiently managing campaigns to discussions on broader trends that will impact companies and digital marketers in the years to come. Learn More.

Hardcore Technical SEO Tactics & Techniques

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    Workshops

Presented by Eric Enge

Overview

Do you deal with big SEO problems? Do you work in a large enterprise, or have a site with millions (or billions) of web pages? If so, the basic SEO training material is not what you’re looking for. You’re looking for the master class, the one that is loaded with advanced content. Topics include how to analyze and solve a variety of thorny technical SEO challenges, how to create and implement progressive web apps, PWAMPs, how to understand the impact of machine learning and AI on search. Learn More.

Search Marketing Boot Camp

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Overview

Search Engine Marketing (SEM) can be overwhelming when you are just starting out. That’s why we created the Search Marketing Boot Camp — a one-day pre-conference experience sessions that will prepare you to implement traffic- and revenue-boosting SEM techniques immediately. Our built-in networking opportunities will introduce you to others in the industry who will prove to be professional resources and personal friends, including our online social networking tool to meet people before the conference. Learn More.

Calendar

Full Conference Agenda - Wednesday, October 24th

7:00 AM-9:00 AM

Breakfast/Registration

9:00 AM-9:45 AM

SEO Keynote: TBA

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Level: All
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    SEO
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    SEO

Overview

TBA

Moderator

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

SEM Keynote: TBA

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Level: All
  • Focus

    SEM
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    SEM

Overview

TBA

Moderator

Ginny Marvin
Associate Editor, Third Door Media, Inc., @ginnymarvin

9:45 AM-10:00 AM

Break

10:00 AM-11:00 AM

A Google Insider's Guide To The New Search Console, All About Penalties & More

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Level: Advanced
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    SEO
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    SEO

Overview

Have you ever wished you could sit down with someone who's spent years working within Google, helping to shape the company's ranking algorithms and spam policies?

Here's your chance: In this session, former senior Google Search Quality team member Fili Wiese takes you on a deep dive into all of the goodies in the new Google Search Console. He'll also explain Google manual penalties, their impact on your website and how to deal with them swiftly and successfully.

Speakers

Fili Wiese

SEO Expert, SearchBrothers, @filiwiese

Moderator

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

Aligning Your Marketing With Your Customer's Journey

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Level: Intermediate
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    SEM
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    SEM

Overview

In today's challenging marketing world, the ability to align messaging across channels, segment your best performing audiences and create cohesive journey-mapping from awareness through sales is critical for success. It's especially challenging because getting it right means closely collaborating and coordinating with multiple departments and stakeholders.

This session explores how to get in step with your customer (and your team) as they follow their own paths towards interest, engagement and conversion.

Speakers

Amy Bishop

Owner, Cultivative, @hoffman8

Heather Cooan

Founder & Principal Growth Strategist, HDC Digital, @HeatherCooan

Moderator

Brad Geddes
Co-Founder, AdAlysis, @bgTheory

11:00 AM-11:30 AM

Refreshments & Expo Hall Opens.

11:30 AM-12:30 PM

Mobile-First & AMP Success

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Level: Intermediate
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    SEO
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    SEO

Overview

Google is now using a mobile-first index based on how devices crawl the web. It's a radical change from the old desktop-centric approach. And the change has major ramifications for SEOs.

In this session, you'll learn techniques for performing an audit in a mobile-first world to ensure that content, links, metadata and structured data are compliant, regardless of how users access your site.

Moderator

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

The Speed Update: Faster is Better for Everyone

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Level: Intermediate
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    SEO
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    SEO

Overview

A fast site provides a good user experience and leads to higher conversions. Page speed is both a Google ranking factor and a crucial contributor to user satisfaction.

Do you want to optimize your website for maximum speed but don't know how?

This session is a comprehensive tutorial on optimizing your site for speed. Get a detailed plan for optimizing page resources -- site images, CSS, JS, HTML and more -- to reduce page load times to increase engagement, conversions and SERP rankings. You'll take away insights and actionable tactics about prioritization, which tools to use efficiently and mistakes to avoid while making your website blazing fast.

Moderator

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

Spending Less, Getting More: A Comprehensive Guide To SEM Targeting

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Level: Advanced
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    SEM
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    SEM

Overview

It used to be that you'd come up with a list of keywords, and some targeting and launch your campaign.

Not any more. In this session, we'll show you how to get the most out of all your targeting options right from the start -- keywords and match-types, bids, devices, locations, audiences, ad copy and more -- by leveraging them all together for maximum impact on ad spend and conversion.

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

12:30 PM-2:00 PM

Lunch & Expo Hall Time.

2:00 PM-3:00 PM

JavaScript: SEO Tips & Tricks

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Level: Advanced
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    SEO
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    SEO

Overview

JavaScript is used by 94 percent of all websites to enable robust user experiences. And Google is doubling down on PWA (Progressive Web Apps) adoption help you create fast, responsive, application-like experiences for mobile and desktop devices.

In this session, you'll learn:

- How to build and optimize search engine-friendly JavaScript-based sites.
- Tips and techniques to ensure your sites will rank well by making JavaScript content accessible to search engines.
- How to leverage the app-like functionality of PWAs.

Moderator

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

Understanding Crawling & Indexing

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Level: Intermediate
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    SEO
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    SEO

Overview

Join Frederic, who spent five years at the helm of Bing's crawl team, as he takes a deep dive into tactics for optimizing crawl budget and its impact on your content's visibility in the SERPs.

You'll leave the session with:
- An in-depth understanding of the factors that impact what, when and how much of your site content search engines will crawl.
- Tips for how best to maximize your site's "crawl budget" to ensure your most important content remains forever accessible.

Moderator

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

Making Your Analytics Work Harder And Smarter

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Level: Intermediate
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    SEM
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    SEM

Overview

Collecting and reporting website visitor data gets more sophisticated every day. But credible attribution remains elusive, and a sea of data without effective methods and tools for analysis doesn't help guide future marketing initiatives, budgets and websites updates.

In this session, our analytics experts will expose you to new methods, reporting tools, data connectors and attribution options available to help bring your data into better focus.

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

Amazon

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    Solutions

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Overview

TBA

3:00 PM-3:30 PM

Refreshments & Expo Hall Time.

3:30 PM-4:45 PM

Seamless Site Migrations

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Level: Intermediate
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    SEO
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    SEO

Overview

Are you planning on switching to HTTPS, introducing a new CMS, changing hosting providers or relaunching your templates? Beware. Many things can go wrong. And the consequences can be severe.

Don't worry. We've got you covered! Attend this session and leave with a comprehensive strategy for executing an error-free site migration. Bastian will share hands-on advice on how you should plan your relaunch and avoid common problems.

Moderator

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

Solving Complex SEO Problems When Standard Fixes Don't Apply

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Level: Advanced
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    SEO
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    SEO

Overview

Most technical audit presentations cover tools and theory, but few help you piece it all together or sort out the issues when standard fixes have been implemented and are performing as expected.

In this session, our speakers share the metrics that indicate significant SEO problems. And they'll offer strategies and tactics that work when standard technical SEO fixes do not.

Moderator

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

Getting The Most Out Of Google Ads & Bing Ads Interfaces & Editors

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Level: Intermediate
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    SEM
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    SEM

Overview

As an SEM, your ability to maximize the tools you have at your disposal is critical. And while new features and functionality from Google Ads and Bing can be great, it's just more for you to learn. Today, you have to stay on top of Google phasing out the "old" AdWords interface, and it's your job understand what's changed, what's new and where you can squeeze even more value out of your campaigns.

In this session, you'll discover the latest updates, learn how to work faster and smarter in the Google Ads & Bing Ads interfaces and leverage powerful desktop editors to get more out of your campaigns.

Speakers

Moderator

Ginny Marvin
Associate Editor, Third Door Media, Inc., @ginnymarvin

Bruce Clay, Inc.

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    Solutions

Presented by:

Overview

TBA

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 all ticket types).

Calendar

Full Conference Agenda - Thursday, October 25th

7:30 AM-9:00 AM

Breakfast/Registration

9:00 AM-9:45 AM

SEO Keynote: TBA

+ Learn More
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  Added To My Agenda
Level: All
  • Focus

    SEO
  • Track

    SEO

Overview

TBA

Moderator

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

SEM Keynote: TBA

+ Learn More
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Level: All
  • Focus

    SEM
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    SEM

Overview

TBA

Moderator

Ginny Marvin
Associate Editor, Third Door Media, Inc., @ginnymarvin

9:45 AM-10:00 AM

Break

10:00 AM-11:00 AM

How To Drive Inbound Links In The Age Of Content Skeptics

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Level: Intermediate
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    SEO
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    SEO

Overview

With content marketing now the link-building tactic du jour, knowing what to write and how to find the best sites to host your content are two big challenges SEOs face. It's also difficult to find and convince authority-rich sites to take a chance on new content.

In this session, our panelists discuss:
- How do you figure out what to write about and what types of content will generate the most traffic and inbound links?
- How do you convince a media outlet or authority site they should host your content?
- How do you blend the right amount of storytelling and data to create evergreen content?

We'll also look at new content strategies, how to get your email opened and how to convince the gatekeepers your content is what they need to succeed.

Moderator

Debra Mastaler
Features Editor, Search Engine Land, @debramastaler

Perfect Your SEM Testing: How & Why To Evaluate Everything

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Level: Intermediate
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    SEM
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    SEM

Overview

Want to write the best ads the world has ever seen, and then prove you've done it?

This session focuses on the process of designing, implementing and measuring the results of search advertising testing. You'll learn what can and cannot be tested, how to design robust tests and the skills to identify all the biases and underlying problems of testing PPC campaigns.

Our panelists will talk about best-practice processes and illustrate with case studies how to design the most effective keyword, bid level, messaging and landing page tests. You'll also get insights into how to test and validate higher-level business questions that you must answer to successfully implement search advertising campaigns.

Speakers

Aaron Levy

Manager of Client Strategy, Elite SEM, @bigalittlea

Moderator

Brad Geddes
Co-Founder, AdAlysis, @bgTheory

11:00 AM-11:30 AM

Refreshments & Expo Hall Opens.

11:30 AM-12:30 PM

Optimizing Content For Voice Search & Virtual Assistants

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Level: Advanced
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    SEO
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    SEO

Overview

Apple. Amazon. Google. Microsoft. The big dogs are all-in on voice search and virtual assistants.

To get the most from these new channels, effective SEO requires optimizing content for voice search. This session explores how to optimize your content and user experience for a future in which half or more of all queries will be spoken.

Moderator

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

Turning Your Data Into Compelling Stories

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Level: Intermediate
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    SEM
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    SEM

Overview

Data is our best friend and a frustrating nemesis that thwarts interpretation with sheer volume and conflicting signals.

Mastering analysis is crucial for successfully managing and fine-tuning accounts and for transforming data into insight for your boss, clients and other key stakeholders.

Attend this session for an advanced course in data-driven storytelling. You'll learn to transform unorganized data into compelling and convincing presentations that showcase the trends, successes and future potential of your SEM campaigns.

Speakers

Andrew Garberson

Manager of Search, LunaMetrics, @garberson

Moderator

Brad Geddes
Co-Founder, AdAlysis, @bgTheory

12:30 PM-2:00 PM

Lunch & Expo Hall Time.

2:00 PM-3:00 PM

Leveraging The New Realities Of Local Search

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Level: Intermediate
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    BOTH
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    SEO

Overview

While traditional SEO techniques are still important for successful local SEO, many other factors play a significant role in geotargeting success. Your results will improve by focusing on reviews, questions & answers, knowledge panel management and other organic tactics, in addition to using the functions of Google My Business to their fullest.

The options are also proliferating for local advertising. Product listing and map ads, location extensions, local inventory ads -- the list goes on.

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

Moderator

Greg Sterling
Founding Principal, Sterling Market Intelligence, @gsterling

Driving Sales & Profits From Facebook Ads

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Level: Intermediate
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    SEM
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    SEM

Overview

In this session, our expert speakers share what works in Facebook campaign optimizations and what doesn't. From audience development and targeting to creative options to measurement and reporting, you'll walk away with actionable takeaways for generating qualified leads and conversions from Facebook ads.

Speakers

Michelle Morgan

Director of Client Services, Clix Marketing, @michellemsem

Moderator

Ginny Marvin
Associate Editor, Third Door Media, Inc., @ginnymarvin

3:00 PM-3:15 PM

Refreshments & Expo Hall Time.

3:15 PM-4:15PM

Meet The SEOs

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Level: Advanced
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    SEO
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    SEO

Overview

In this PowerPoint-free panel, veteran SEOs stand ready to answer your questions about search engine optimization in real time.

Got a puzzling issue? Wondering about a possible trend? Put it to the experts by attending out "Meet the SEOs" session.

Moderator

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

Advanced Tactics For Display & Video Ads

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Level: Advanced
  • Focus

    SEM
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    SEM

Overview

The success of any integrated marketing effort relies on your ability to maximize the reach, awareness and performance of your display and video campaigns across multiple touch points. If you're already running campaigns on the Google Display Network and YouTube, or if you're just starting out with the new Bing Audience Ads and want to see greater success, this session is for you.

You'll get real-world insights on how to prioritize ad formats and creatively use audience segmentation, as well as strategies for picking placements, considerations for brand protection and the employment of attribution methods for display.

Speakers

Joe Martinez

Director, Paid Media & Community, Granular, @MilwaukeePPC

Moderator

Ginny Marvin
Associate Editor, Third Door Media, Inc., @ginnymarvin

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