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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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: The Quest For Intelligent Search

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    SEO
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    SEO

Overview

Join Microsoft's Search Evangelist Christi Olson and Frederic Debut, Program Manager responsible for spam and malware, for a forward-looking discussion on the recent developments at Bing. They'll provide an update on how Bing is creating more intelligent search answers, as well as describing the technical initiatives Bing is undertaking with crawling, indexing and AMP.

Speakers

Christi Olson

Head of Evangelism for Search, Microsoft

Frederic Dubut

Senior Program Manager, Bing, @CoperniX

Moderator

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

SEM Keynote: Bing & SEM

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    SEM

Overview

With 20% market share, Bing offers many opportunities for advertisers to reach new markets. Hear what the Bing Ads team has been working on, what's in store for advertising opportunities on the platform and where Microsoft sees search headed.

Speakers

David Pann

General Manager, Search Business Group, Microsoft, @davidpann

Moderator

Ginny Marvin
Editor-in-Chief, 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

Content Clinic

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    Clinic

Overview

While most online marketers dedicate considerable resources to the care and feeding of content on their websites, a few savvy marketers are discovering that a multi-faceted approach to content creation, curation and repurposing provides multiple benefits.

In this session our experts will answer questions about content strategy and tactics to help amplify the overall impacts of your campaigns.

Speakers

Maggie Malek

Head of Social Media, MMI Agency, @MagsMac

Mellissa Jensen

Marketing Manager for Digital Strategy, Content, and SEO, Cisco, @MellissaJensen

Moderator

Mark Traphagen
Content Strategy Director, Perficient Digital, @marktraphagen

Link Building Secrets SEOs Won't Share: How To Build A Link Profile That Ranks

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Kevin Rowe, CEO, and Vin Cannarelli, Director of Outreach, from Rowe Digital will share their 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 and Cannarelli will also briefly demo Rowe Digital's proprietary PureLinq tool that allows them to drive links at a 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 you links be placed)
  • Where to point links: articles or product/service pages?

Speakers

Kevin Rowe

Founder & CEO, Rowe Digital

Vin Cannarelli

Director of Outreach, Rowe Digital

Powered by AI: Meet the Microsoft Audience Network

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Marketers are shifting their attention to refocus on what really counts: people. User intent from search and user profile data can be combined to create a powerful match between a person's needs and an advertiser's offering to deliver greater performance. Bing Ads is excited to share Microsoft Audience Network, an audience marketing solution powered by the Microsoft Graph and artificial intelligence (AI), offering you a smarter way to target your ideal customer. Come and learn about our new audience marketing solution along with new tools and best practices to optimize your campaigns from our product experts and fellow marketers who are running audience campaigns on Microsoft Audience Network.

Speakers

Shelby Gagnon

Senior Product Marketing Manager, Bing

Sudy Karuthodiyil

Group Program Manager, Bing

Rochelle Rodriguez

Microsoft Audience Network Business Development Lead, Bing

Vanessa Vera

Sr. Account Manager, Bing

11:00 AM-11:30 AM

Refreshments & Expo Hall Opens.

WordPress SEO by Bruce Clay

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    SMX Theater

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Overview

Introducing a powerful new SEO plug-in for WordPress. Raffle prize: “Search Engine Optimization All-In-One for Dummies” book, written by Bruce Clay

Speakers

Bruce Clay

Founder & President, Bruce Clay, Inc.

How to Utilize AI-Based Call Attribution to Optimize Paid Search - Invoca

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    SMX Theater

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Call tracking has been employed by search marketers for years, but its usefulness for campaign optimization has been limited by a lack of visibility into real call conversions - data that we demand from other digital channels. With recent advancements in machine learning, we can now accurately predict call conversions in real-time and push this data into search platforms to inform campaign attribution. Join this session to learn more about advancements in conversion measurement, and how you can apply predictive AI to improve your search marketing results.

Speakers

Janet Beebe

Director, Demand Generation, Invoca
11:30 AM-12:30 PM

Mobile-First SEO 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.

Speakers

Alexis Sanders

Technical SEO Account Manager, Merkle, @AlexisKSanders

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

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.

Speakers

Aleh Barysevich

Founder and Chief Marketing Officer, SEO PowerSuite, @ab80

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

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.

Speakers

Justin Freid

EVP, Managing Director, CMI Media, @justin_Freid

Jonathan Kagan

Sr Director of Search & Biddable Media, MARC USA|Cogniscient Media, @jonkagan

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

SEO Site Clinic

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    Clinic

Overview

Even the most knowledgeable SEOs are stumped sometimes, and everyone could use a regular SEO tuneup.

In this session, you'll have the opportunity to volunteer your site, describe the issues you are facing, and our SEO rockstars will diagnose your challenges in real time and offer specific actionable advice to repair or enhance your performance.

Speakers

Christine Churchill

President, KeyRelevance, @keyrelevance

Eric Enge

General Manager, Perficient Digital, @stonetemple

Moderator

Debra Mastaler
President, Alliance-Link.com, @debramastaler

Optimizing your Shopping Campaigns for the Retail Holidays

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Ready to get your shopping campaigns in tip-top shape for the holidays? In this session we'll be reviewing some key features and reports in Bing Ads to make sure you are maximizing reach & ROI on your shopping campaigns. Bring your laptops, we'll be diving into the Bing Merchant Center and the Bing Ads UI for hands-on learning. You'll walk away from this session armed with our best practices to succeed on Bing Shopping.

Speakers

Holly Bullock

Account Manager, Bing Ads

12:30 PM-2:00 PM

Lunch & Expo Hall Time.

JS and SEO: Misconceptions, Misunderstandings, and Reality - Botify

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    SMX Theater

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This talk will outline and dispel the key misconceptions about JavaScript's influence on SEO. What are the most common JavaScript myths in the SEO community today? Discover how JavaScript really impacts SEO, and what you can do to harness JS beneficially.

Speakers

Frank Vitovich

Vice President Professional Services, Botify

Protect Your Brand: The Best Defense Is A Good Offense - Adthena

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    SMX Theater

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You are constantly under attack by competitors that bid on your branded keywords, interrupting the customer journey and diverting search traffic - impacting revenue. Join Adthena to learn how playing 'brand offense' can help you gain more control of your brand and increase conversions. You'll learn how to identify and take action on brand term and trademark infringements, automatically detect brand hijack attempts and take action in real time, and how to use AI and machine learning to keep your brands safe at scale.

Raffle Prize: A Bionic Bird

Speakers

Ashley Fletcher

VP Marketing, Adthena

How To Get Buy-In For SEO From Those That Matter - RavenTools

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    SMX Theater

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Overview

  • 6 Simple steps for SEO buy-in from executives and clients
  • Understand their level of understanding
  • Connecting SEO and it's impact for the revenue growth
  • Dispelling harmful myths
  • Setting the right expectations
  • Advance tips that always work
  • Reports are key to progress

Speakers

Gary Malhotra

General Manager, RavenTools

Convert More Ad Clicks: Add Post-Click Optimization to Your Marketing Stack - Instapage

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    SMX Theater

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Learn how to convert 6x more ad clicks by focusing on the post-click experience. Currently, more than 96% of ad clicks do not convert because of the absence of post-click optimization. Get tips on how to create, personalize, and optimize post-click landing pages as quickly as you create ads.

Speakers

Rosie Fan

Director of Product Marketing, Instapage

Running Digital Campaigns in China - Digital Crew

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    SMX Theater

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This session will provide the latest trends and insights into search engine marketing (pay and non-paid) in China, including Baidu, 360, Shenma, Toutiao and more. You will walk away with practical knowledge that will be able to start optimising digital campaigns to China, where Google and Facebook do not exist.

Session attendees will receive a copy of an exclusive digital marketing guide book for China: the Smarter Perspective 2018.

Speakers

Ophenia Liang

Co-Founder & Director, Digital Crew
2:00 PM-3:00 PM

JavaScript: SEO Tips & Tricks

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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.

Speakers

Bartosz Goralewicz

Co-Founder, Head of SEO, Elephate, @ElephateSEO

Moderator

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

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.

Speakers

Frederic Dubut

Senior Program Manager, Bing, @CoperniX

Moderator

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

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.

Speakers

Jenny Halasz

President, JLH Marketing, @jennyhalasz

Simon Poulton

Senior Director of Digital Intelligence, Wpromote, @spoulton

Moderator

Ginny Marvin
Editor-in-Chief, Third Door Media, Inc., @ginnymarvin

SEM Tune-Up Clinic With The SMX Mechanics

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    Clinic

Overview

Just like your favorite classic car, your paid advertising campaigns require a tune-up every now and then to keep them running well.

In this hands-on clinic, our certified (and certifiable!) SMX SEM Mechanics will offer you their nest expert advice on your PPC ads, bidding tactics, and anything else on your mind. Bring your toughest paid search questions! Based loosely on the hilarious jovial NPR radio show, "Car Talk," this session is guaranteed to be as fun as it is informative.

Speakers

Brad Geddes

Co-Founder, AdAlysis, @bgTheory

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

The Rise of e-commerce Search Advertising

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Join Jeremi Gorman, Amazon Advertising's Director of Global Advertising Sales, as she discusses the continued emergence the e-commerce marketing discipline. She will be joined by a group of panelists who have navigated this rapidly evolving space by building successful marketing strategies. This session will outline ways that brands can achieve optimal success by employing a holistic e-commerce marketing strategy.

Speakers

Jeremi Gorman

Head of Global Field Sales, Amazon Advertising

The Future at Bing: Product and Innovation on the Horizon

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Come learn about the new capabilities in Bing Ads to help you understand and target your customers better, connect with the right message in the moment, and leverage new tools to save you time and get more done in your day. We'll cover new releases, things being tested in pilot, and some early planning we have. And gather your thoughts and feedback on where to go next.

Speakers

Aaron Lauper

Sr. Product Marketing Manager, Bing

Kevin Graham

Account Manager, Microsoft Search Advertising

3:00 PM-3:30 PM

Refreshments & Expo Hall Time.

Creating High-Value City Pages For Local SEO That Delight Visitors And Drive Traffic - Crowd Content

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    SMX Theater

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With nearly half of all searches on Google showing local intent, local SEO is more important than ever. While many of these searchers end up visiting results in the local pack, many of them don't, and that's where city pages can help you capture valuable local traffic. Creating quality city pages at scale can be a challenge, and done wrong can lead to you creating gateway pages that may get your site penalized. Join us for this session where we share our proven process for creating high-value city pages.

Speakers

Eric Hoppe

Director of Marketing, Crowd Content Media Inc.

Automating Workflows to Scale With Ease - Accelo

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    SMX Theater

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Discover how you can take complex workflows, simplify them and apply automation to streamline busy work. Scale effectively and get more of your day back by doing more of the work you love.

Speakers

Julia Shorter

Field Marketing Specialist, Accelo
3:30 PM-4:45 PM

Seamless Site Migrations

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Level: Intermediate
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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. Taylor has been involved with more than 40 site migrations and will share hands-on advice on how you should plan your relaunch and avoid common problems.

Speakers

Taylor Robinson

Senior SEO Manager, Condé Nast, @taylor_seo

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 not 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.

Speakers

Hannah Thorpe

Head of SEO Strategy, Found, @hannahjthorpe

Arsen Rabinovich

Founder/Director of SEO, TopHatRank.com LLC, @tophatarsen

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

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

Ted Ives

CEO, SEMCopilot LLC, @tedives

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

Social Media Clinic

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    Clinic

Overview

Got questions about how to deal with Twitter, Facebook, Pinterest or other social media sites? We've got experts on hand ready to take specific questions from the audience in this interactive, engaging session.

Speakers

Mark Traphagen

Content Strategy Director, Perficient Digital, @marktraphagen

Veronica McGhee

Social/Search Supervisor, Cramer-Krasselt, @veronica_SEM

Joe Martinez

Director of Client Strategy, Clix Marketing, @MilwaukeePPC

Moderator

Lauren Donovan
Content Marketing Manager, Third Door Media, @beebow

Mastering SEO Silos

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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.

The Power of Unsilo-ed Search Data!

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No one has ever shown me insights like this, in this way. Time after time, clients would say that. What was Seer doing with their data that had even the most savvy clients saying that? In this presentation we'll show you how to use Power Bi (or other tools like Tableau, Looker, etc.) to bring together organic and paid data in new ways & how to use them to create visuals and stories that help you find BIG opportunities in your data, in seconds.

Speakers

Wil Reynolds

Founder & Director of Digital Strategy, Seer Interactive

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).

7:30 PM-9:30 PM

Janes Of Digital

Talking SEO At Your Company - Page One Power

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    SMX Theater

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Do you struggle to get buy in and understanding as to why SEO needs to play a part of your overall web marketing strategies? Come and here how to talk SEO in your company to get better buy in and support at all levels of your organization.

We will be raffling off a Technical SEO flow chart poster to those who attend this session.

Speakers

Joe Oliver

Editor in Chief, PAGES Magazine