Obsessed With SEO & SEM

November 11-12, 2020
Jacob K. Javits Convention Center

SMX East 2019 Agenda

SMX East will return to NYC November 11-12, 2020! Check out the 2019 agenda below:

Calendar

Full Conference Agenda - Tuesday, November 12th

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

Advanced SEO Training with Bruce Clay

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Presented by Bruce Clay

Overview

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

Advanced Google Ads Training Workshop

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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.

Hardcore Technical SEO Tactics & Techniques

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Presented by Eric Enge

Overview

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

In-House SEO Exchange

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Presented by Jessica Bowman

Overview

Join Jessica Bowman for a full-day of "open the kimono" knowledge sharing in the only event designed by in-house SEOs for in-house SEOs. Because attendees are all in-house SEOs, the walls come down and you get to talk to the people actually doing SEO at the big brands, build relationships, and share solutions that you would normally only hear behind closed doors. There is no other workshop with this level of sharing! Learn More.

Content Marketing for SEO

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Presented by Michael Brenner

Overview

Struggling to get your marketing team on board with why and how to do content marketing for SEO — in such a way that helps achieve organic growth? This workshop is for you. Speaker, author, and leading expert Michael Brenner will discuss the SEO context and business case for content marketing. He'll walk you through a roadmap that any SEO expert can use to get their marketing teams on board to deliver the organic reach, engagement, and conversions clients demand. Learn More.

Video for Search Marketers

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Presented by Michael Hoffman

Overview

Video is dominating the content landscape, but because traditional video production is expensive, complicated, and slow, it’s often underutilized by many search marketers. Join marketing and video expert Michael Hoffman for a full-day workshop exploring the best practices and secret hacks for making video a powerful driver of both organic and paid search programs. You will also learn how to leverage new and lower-cost ways to produce video that you can use to quickly scale your video marketing campaigns. Learn More.

Search Marketing Boot Camp

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Overview

Search marketing 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 set of sessions that will prepare you to implement traffic- and revenue-boosting search marketing techniques immediately. Learn More.

Calendar

Full Conference Agenda - Wednesday, November 13th

7:00 AM-9:00 AM

Breakfast and Registration

9:00 AM-9:20 AM

Welcome! Welcome! Welcome!

Get started with a bang! Meet the Search Engine Land editors, SMX programming team and your fellow SMXers for a high energy celebration of search marketing (and search marketers!). You'll learn how to get the most out of the conference experience!

9:20 AM-10:00 AM

Keynote - Google: From Everyone's Search Engine to Everyone's Competitor

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    General

Overview

In years past, Google has been the largest driver of traffic to almost every web-based business in existence. Today, that's still true, but a strange new trend is rearing its head - Google's becoming your primary competitor. From travel to sports, reference to news, and answers on every topic, the search giant is working harder than ever to keep searchers on Google rather than sending them to your sites. In this presentation, Rand will show, via clickstream data from 10s of millions of devices, how the landscape of the web is shifting, and how to compete against Google in a game they control.

Rand's keynote will tackle important topics, like:

  • Where search opportunity broadly sits for paid and organic
  • How to benefit from zero-click searches and Google's bias to instant answers
  • Where and how influence and traffic can be garnered from other sources, including social networks, podcasts, video, apps, and the still-powerful long tail of the web
  • Whether, how, and how much voice search (and voice answers) are cannibalizing opportunity
  • What other trends are on the rise in search and search marketing
  • Tactics for on-SERP SEO and branded search creation

Speakers

Rand Fishkin

SparkToro, Cofounder & CEO , @randfish

Moderator

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

10:00 AM-10:15 AM

Break

10:15 AM-11:00 AM

Breaking Down The Periodic Table of SEO Factors: 2019 Edition

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    SEO

Overview

Join us for an expert-led examination of the newly updated 2019 Periodic Table of SEO Factors! This is an in-depth look at the search ranking factors that influence your results. What’s on the rise? What’s on the decline? And what still works?

You'll leave this session knowing the elements that deliver maximum SEO success -- it's a must-attend for serious SEOs.

Speakers

Barry Schwartz

RustyBrick, Contributing Editor, Search Engine Land and Owner , @rustybrick

Jessica Bowman

Owner, SEO In-house, Editor at Large, Search Engine Land , @jessicabowman

Moderator

Detlef Johnson
Owner, Search Return, Editor at Large, Search Engine Land , @deckarts

SEM Keynote With Microsoft: Smarter Customer Journeys: The ABCs of CX (Customer Experience)

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    SEM

Overview

For years, search marketers have been obsessed with the marketing funnel - reaching the right person, with the right message, at the right time, with the acquisition as the end goal. However, to succeed in the future, highly successful marketers will abandon the funnel for a flywheel approach where customer experience is at the heart of everything a marketer does.

The future of marketing is understanding the Customer Experience Quotient (CXQ) that is leveraging all of the data and insights into the customer journey and then applying artificial intelligence and machine learning to optimize the customer experience and improve marketing performance. Join Microsoft Advertising for a discussion on the ABCs of CXQ and learn how to reduce the growing gap between the 20% of businesses that have managed to achieve a high customer experience quotient.

Speakers

Christi Olson

Microsoft, Head of Evangelism , @christijolson

Moderator

Ginny Marvin
Search Engine Land, Editor-in-Chief , @ginnymarvin

How Big is Your Marketing Blind Spot? High-Intent Users, You Might be Missing

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    Solutions

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Overview

While searching online to make a purchase - 90% of customers aren't committed to a particular brand. Customers in this day and age have more power than ever before - the power to choose. We want to pick the best product for us, and the brand is only one factor.

In this talk, Brock Kaye explains how marketers should leverage intent marketing to tap into the growing pool of users who have high purchase intent but low brand consideration.

In this talk you'll learn how to:

  • Apply intent marketing to acquire untapped leads on a massive scale
  • Create a sophisticated paid search strategy for non-branded keywords
  • Give high-intent users the tools to do their personal due diligence and build consideration for your brand

Speakers

Brock Kaye

VP Sales, Natural Intelligence

11:00 AM-11:40 AM

Refreshment Break & Expo Hall Opens

Bruce Clay SEO for WordPress

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    SMX Theater

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Overview

Join SEO veteran Bruce Clay as he introduces a WordPress plugin that presents unique data and features for WP authors at the time of content creation.

Speakers

Bruce Clay

Founder & President, Bruce Clay, Inc.

Lead Analytics Doesn't Have To Be So Hard

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    SMX Theater

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Every marketer wants to deliver more leads and optimize the efficiency of those acquisitions. That's great, but why is it so hard to do simply and accurately? More importantly, what can be done about it? In this talk, CallRail Lead Product Manager, Jason Tatum, paints the picture for a new world where all of your leads and attribution data are in one integrated place for easy reporting and insights.

Speakers

Jason Tatum

Lead Product Manager, CallRail

How To Beat Amazon In Search (on a much smaller budget)

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Overview

You may have noticed that half of all product searches now start on Amazon - not Google. The reason? Amazon offers a better product search experience. This is a challenge for Retail websites... and soon all other industries alike. See a demonstration solving this problem from former Google Product Lead Andreas Dzumla – Co-Founder of Longtail UX, the search technology start-up that has just been awarded a US patent.
In this session you will learn:

  • How to dramatically reduce the click-path to purchase on Google, for every single keyword
  • How to take back control over your customer experience – in a world of Amazon, Google Express and increasing zero-click searches
  • How to manage SEO like SEM, learning from Amazon, but on a much smaller budget

Your users don't care about the difference of SEO vs SEM; Google increasingly merges the user experience across the two – we'll show you a proven way how to use this to your advantage.

Speakers

Andreas Dzumla

CEO, Co-founder, Longtail UX
11:30 AM-12:15 PM

Learning From The Winners of Google Algorithm Updates

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    SEO

Overview

Google algorithm updates of 2018 and 2019 fundamentally changed the organic search landscape. Many SEOs, webmasters, and content creators are adapting to Google's new criteria for high-quality content. What does authoritative content look like today? What are the opportunities to improve?

In this session, you'll get real-world examples of what Google considers to be high- and low-quality content. You'll apply what you've learned to improve your own sites and content.

Speakers

Lily Ray

Path Interactive, Director, SEO , @lilyraynyc

Glenn Gabe

G-Squared Interactive, President , @glenngabe

Moderator

Barry Schwartz
RustyBrick, Contributing Editor, Search Engine Land and Owner , @rustybrick

Breaking Down the Periodic Tables of PPC

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    SEM

Overview

Join us for the unveiling of Search Engine Land's brand new (and first-ever) Periodic Tables of PPC - a comprehensive look at all the elements paid search advertisers must consider to run effective campaigns. Must-attend for SEMs!

Speakers

Ginny Marvin

Search Engine Land, Editor-in-Chief , @ginnymarvin

Moderator

Ginny Marvin
Search Engine Land, Editor-in-Chief , @ginnymarvin

Profitable Pricing Strategies For Agencies

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    Agency

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Monthly retainers, project-based contracts, percentage of spend: these are a few of the pricing options you've likely weighed. But which is right for you?

In this roundtable, agency representatives will discuss the pros and cons of these options, how they approach pricing to remain profitable and lessons learned along the way. Get your pricing questions and concerns answered by the pros!

Speakers

Rod Richmond

Clean Digital, Founder and Head of Strategy , @rodppc

Duane Brown

Take Some Risk Inc., Founder & Head of Strategy , @duanebrown

Julie Friedman Bacchini

Neptune Moon, President, , @NeptuneMoon

Moderator

Matt Van Wagner
Find Me Faster - SMX Programming Team, President , @mvanwagner

The Value of Being a Partner: Microsoft Advertising Partner Program

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    Classroom

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Overview

TBA

Speakers

Chinmayi Bhavanishankar

Partner Marketing Manager, Microsoft Advertising

Brooke Osmundson

Associate Director of Paid Search, NordicClick Interactive

Mastering SEO Silos

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    Solutions

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Come learn about SEO siloing from the person who invented it. This powerful "ranking factor" is often overlooked or implemented incorrectly. Attendees will learn the concepts and approaches to designing a silo architecture and the steps in the process.

You will learn:

  • What is a silo, and why does it matter?
  • Examples of successful results using silos
  • Essential steps in the siloing process
  • Effective internal linking structures
  • How to create physical and virtual silos

Speakers

Bruce Clay

Founder & President, Bruce Clay, Inc.

SEO Site Clinic

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    Clinic

Overview

SEO is a complex and evolving combination of art and science. Even the most knowledgeable SEOs are stumped sometimes.

In this interactive session, you'll have the opportunity to volunteer your site and ask the hard questions of our SEO rockstars. In real time, they will identify the root causes of your challenges and offer specific, actionable advice to repair or enhance your performance.

Speakers

Bastian Grimm

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

Cori Graft

Seer Interactive, SEO Team Lead , @corigraft

Moderator

Jessica Bowman
Owner, SEO In-house, Editor at Large, Search Engine Land , @jessicabowman

12:20 PM-1:30 PM

Lunch and Expo Hall Time

12:20 PM-1:30 PM

How to Create a Link Building Program that Ranks

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    SMX Theater

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Kevin Rowe, CEO, of PureLinq, will share his secrets to developing a high-performing and scalable link building program that drives ranking. Attendees will leave with an understanding of how to build a scalable, efficient, and high-impact link building program. Rowe will also briefly demo PureLinq's proprietary technology that allows them to drive links at an unprecedented predictable and scalable rate. This actionable session will cover:

  • Building relationships and tools for link building
  • Focusing on contextual links
  • Advanced metrics to evaluate sites (where should your links be placed)
  • Where to point links: articles or product/service pages?

Speakers

Kevin Rowe

Founder & CEO, PureLinq

Collective Intelligence Marketing for Multi-Location Businesses: Lessons from Nature

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    SMX Theater

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Multi-location businesses face unique challenges with local marketing. Often, there is a lack of statistical data from their campaigns to make strategic decisions about performance and something as simple as measuring ROI can seem impossible. Find out how Adplorer's Collective Intelligence Marketing solves these problems by drawing examples from nature's animal groups, who form together as a whole to make better decisions and keep together, rather than leaving each individual to fend for themselves.

Speakers

Constantin Lange

Owner, Adplorer

Using AI-Powered Conversational Analytics to Improve SEM and SEO

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    SMX Theater

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Advancements in AI and machine learning have made it possible to generate more first-party marketing data than ever from the hundreds and thousands of phone conversations businesses are having every day with customers and high-intent buyers. Attend this presentation to learn how marketers are driving higher-quality sales calls and improving the buying experience by using call tracking and conversational insights to power their SEM and inform their SEO strategies.

Speakers

Ian Dailey

Senior Director, Product Marketing, Invoca

Fantastic Links And Where To Find Them

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Michael Johnson takes you on a magical journey through the (admittedly not-so-magical) process of earning quality backlinks. In his presentation, Michael will demonstrate how to create and leverage linkable assets, identify relevant link opportunities, and communicate with other site owners in a way that compels them to link to your website.

Speakers

Michael Johnson

Sales Manager, Page One Power
1:30 PM-2:10 PM

Behind The Scenes With Google Search Console and Bing Webmaster Tools

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    SEO

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Two of the most powerful tools for SEOs are the Google Search Console and Bing Webmaster Tools… are you leveraging them to the fullest extent possible?

In this session, you'll get a comprehensive look at what these free and versatile tools do and how to use them most effectively to accomplish daily and weekly SEO tasks.

Speakers

Daniel Waisberg

Google, Search Advocate , @danielwaisberg

Sandhya Guntreddy

Microsoft, Principal Program Manager , @guntreddy_05

Moderator

Barry Schwartz
RustyBrick, Contributing Editor, Search Engine Land and Owner , @rustybrick

How To Properly Set Up Testing For Accounts Of All Sizes

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    SEM

Overview

From keywords to ads to landing pages, testing is essential to managing and growing PPC accounts. However, not all testing is equal: Enterprise, e-commerce, B2B, small accounts and other types of campaigns all have varying amounts of data and items that can be tested.

In this session, you'll learn how to properly set up and manage tests for a variety of account sizes and types, learn tips and techniques for better testing and much more.

Speakers

Ben Vigneron

Blackbird PPC, VP of Analytics

Moderator

Brad Geddes
AdAlysis - SMX Programming Team, Co-Founder , @bgTheory

Managing Clients, Managing Yourself

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    Agency

Overview

It doesn't matter how big or small your agency is: Establishing operating processes can improve employee and client retention.

In this session, agency experts will share their secrets to making the agency workday work for you, your employees and your clients. You'll get first-hand insights into effective time-management, policies, and tools, as well as key learnings about balancing campaign management, reporting, and communication to keep you and your clients happy.

Speakers

Katy Lucey

Tinuiti, Director, Paid Social , @katylucey

Duane Brown

Take Some Risk Inc., Founder & Head of Strategy , @duanebrown

Moderator

Matt Van Wagner
Find Me Faster - SMX Programming Team, President , @mvanwagner

Flywheel is the New Funnel: Understanding How Data Drives Audience Insight

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Are you one of the 20% of marketers with a high customer experience quotient (CXQ)? For years marketers have focused on reaching the right person with the right message at the right time. But to succeed in this dynamic tech-driven environment, you need to create a flywheel with spokes for the right strategy, the right data, and the right technology. In this session you'll learn what the high performers (that 20%) do that's different - and how you can follow their lead to master the customer journey.

Walk away with:

  • Steps you can take to move from funnel to flywheel
  • Guidance on integrating data more seamlessly into your marketing strategy
  • How AI and ML are fueling the rapid advancement in customer insights

Speakers

James Pazhavila

Analytical Director, Microsoft Advertising

The Best Of Both Worlds: Reactive & Proactive SEO

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    Insights

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Reactive SEO strategies look backwards, relying on tools to tell us what happened after the fact. Proactive strategies cut out the middleman and look for ways to observe, orient, decide and act before effects are reported by search engine tools. In this session, Jason will discuss the insights to be gained from reactive tools like Google Search Console before later pivoting to more advanced SEO testing. He'll also discuss methods that provide developers and SEOs with the ability to see in real time, proactively addressing issues before they even register with other common tools. You'll leave this session with examples of tests and techniques that will amp up the performance of your own sites.

Speakers

Jason White

PMG, SEO Director

Moderator

George Nguyen
Third Door Media, Associate Editor , @geochingu

The SEO Implications Of Google's New Nofollow Rules

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    Insights

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Until Google changed the rules this past September, any link with the rel="nofollow" attribute added to it was ignored. Now, "nofollow" is seen as a "hint" rather than as a directive for ranking purposes. Furthermore, Google has added two additional link attributes to allow you to provide a bit more context about the content you're linking to. In this session, Jamie will tell you everything you need to know about the new attributes and how to use them effectively.

Speakers

Jamie Alberico

Not a Robot, Technical SEO , @Jammer_Volts

Moderator

George Nguyen
Third Door Media, Associate Editor , @geochingu

Want to Win at Amazon? Don't Forget Organic

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    Insights

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Amazon's not a sleeping giant anymore; it's the beast that's taking over the eCommerce world. Advertisers have flocked to the platform as its capabilities have expanded, driving up costs and levels of competition that are straining budgets in the search for new users. And marketers who aren't optimizing pages organically to supplement advertising campaigns risk falling far behind. That said, the optimization tactics that work for search engines like Google and Yahoo cannot be applied to Amazon, particularly in the age of Alexa and voice search. In this session, learn how to audit an Amazon feed and optimize product and brand listings specifically for Amazon.

Speakers

Brittany Page

3Q Digital, Associate Director of SEO , @3QDigital

Moderator

George Nguyen
Third Door Media, Associate Editor , @geochingu

Search is the New Shelf: Under The Hood With Amazon & Walmart Advertising

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Amazon's advertising business continues to grow at a rapid pace, challenging Google and Facebook. Driving that growth is the continued improvement in API availability and feature updates, although it's still way behind, and there's still a significant gap in tools. Brands and Holding Agencies are waking up and deeming this publisher an important place to win. Nipping at Amazon's heels is Walmart, who is taking a page out of the Amazon playbook and launching their own self-service platform. In this session, learn about the latest advertising options with these two platforms and how to win in this new world.

Speakers

Melissa Burdick

Pacvue, President & Co-Founder , @MelissaNBurdick

Moderator

George Nguyen
Third Door Media, Associate Editor , @geochingu

SEM Breakthrough: How Your Reviews Impact Ranking and Conversions

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Customer reviews don't just tell you how your customers feel about your business, reviews are capable of significantly boosting your search rank. By strategically using the reviews in all your marketing channels, you'll discover a huge increase in conversions too. Join VP of Customer Success, Brian Merritt, to learn how you can meet and even surpass your search marketing goals through customer reviews.

Speakers

Brian Merritt

VP of Customer Success, Trustpilot

2:10 PM-2:20 PM

Break

2:20 PM-3:00 PM

Google and Bing Talk Spam and Penalties

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    SEO

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Want a behind-the-scenes look at how Google and Bing determine what's good and what's bad? Join Fili, former Google Search Quality team member, and Frédéric, who leads the anti-spam team at Bing, for a candid conversation on how both engines are fighting spam and handling manual penalties.

They'll discuss:

  • Webmaster guidelines: the things both Bing and Google think are bad and the subtle differences between the two search engines
  • Penalties: the philosophies behind them, how they are applied by each engine and how to get reconsidered
  • What's new: the latest blackhat SEO they're seeing and why it's still prudent to avoid the dark side

Speakers

Frédéric Dubut

Microsoft, Senior Program Manager , @CoperniX

Fili Wiese

SearchBrothers, SEO Expert - Search Engine Land Contributor , @filiwiese

Moderator

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

Awesome Tests, Profitable Results

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    SEM

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Saddle up for a soup-to-nuts exploration of SEM testing, covering keywords, bids, offers, ads, offers, landing pages and more. Expert panelists will share their real-world testing examples and give you a behind-the-scenes look at the entire process, including how to…

  • Decide what to test
  • Set up your test
  • Successfully execute your test
  • Evaluate results

Join our experts for a peek over their shoulders and the chance to pick up new ideas for improving your testing methods.

Speakers

Moderator

Matt Van Wagner
Find Me Faster - SMX Programming Team, President , @mvanwagner

Handling Client Transitions

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    Agency

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It's a fact of business life: Clients come and clients go. Sometimes, losing a client can feel like the end of the world, and, with others, it's sweet relief. Either way, client transitions are an opportunity for you to maintain relationships and avoid burning bridges.

In this session, you'll learn best practices for transitioning accounts -- from audits, to restructures to managing client expectations. Our experts will also discuss effective ways of handling clients that are opting to build their own in-house team or are moving to another agency, and ways that help you keep a foot in the door.

Speakers

Amy McClain

Beeby, Clark+Meyler, Group Director, Performance Media , @amymcclain8

Julie Friedman Bacchini

Neptune Moon , President , @NeptuneMoon

Moderator

Ginny Marvin
Search Engine Land, Editor-in-Chief , @ginnymarvin

Microsoft Advertising Listens: How Your Feedback is Shaping Microsoft Advertising

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Find out how your feedback is shaping the Microsoft Ads product, and how to make the most of what the product has to offer, to meet your marketing goals with Microsoft.

Speakers

Vaishali De

Partner Group Manager, Microsoft Advertising

Google Analytics Clinic

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    Clinic

Overview

SEO is a complex and evolving combination of art and science. Even the most knowledgeable SEOs are stumped sometimes.

In this interactive session, you'll have the opportunity to volunteer your site and ask the hard questions of our SEO rockstars. In real time, they will identify the root causes of your challenges and offer specific, actionable advice to repair or enhance your performance.

Speakers

Annie Cushing

Annielytics.com, SEO and Analytics Consultant - Search Engine Land Contributor , @AnnieCushing