Obsessed With SEO & SEM

November 13-14, 2019
Jacob K. Javits Convention Center

SMX East 2019 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, November 12th

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.

Advanced Google Ads Training Workshop

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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

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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.

Moderator

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

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

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    SMX Theater

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TBA

11:40 AM - 12:20 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 Table Of SEM Factors: 2019 Edition

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    SEM

Overview

Join us for the unveiling of Search Engine Land's brand new (and first ever) Periodic Table of SEM Factors -- 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

Jeff Campbell

Resolution Media, Managing Director , @CJeffCampbell

Julie Friedman Bacchini

Neptune Moon, President, , @NeptuneMoon

Moderator

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

Microsoft Advertising

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TBA

Bruce Clay - TBA

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TBA

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.

Moderator

Christine Churchill
KeyRelevance, President , @keyrelevance

12:20 PM-1:30 PM

Lunch and Expo Hall Time

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

Microsoft Advertising

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The Best Of Both Worlds: Reactive & Proactive SEO

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    Insights

Overview

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

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

The SEO Implications Of Google's New Nofollow Rules

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    Insights

Overview

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

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

Want to Win at Amazon? Don't Forget Organic

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Overview

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

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

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

Moderator

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

TrustPilot - TBA

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TBA

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

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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

Simon Poulton

Wpromote, Vice President, Digital Intelligence - Search Engine Land Contributor , @spoulton

Moderator

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

Success Stories in Local Search: How to Boost Online to Offline Traffic

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If you want to learn tried & true techniques in local search that have worked for 2 major brands WW (formerly known as Weight Watchers) and Pret-A-Manger, this session is not to be missed.

During this presentation, you will learn how to drive more online-to-offline traffic to your locations through listing & reputation management, and learn how to turn the store locator on your website into a marketing tool that drives foot traffic and online orders.

The session will wrap up with new features, functionalities & updates on the top directories that you can take advantage of today to boost your presence on local.

Speakers

Edwin Nissanoff

VP of Enterprise Sales, SweetIQ

Brendon Rowe

Senior Manager of SEO, Weight Watchers

Stephanie Perez

Senior Digital Marketing Manager, Pret

Camille Studer

Digital Marneting Manager, Pret

3:00 PM-3:30 PM

Networking and Expo Hall Time

3:30 PM - 4:10 PM

Advanced Tactics For A Mobile-First Indexing World

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    SEO

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Google is now using a mobile-first index that looks at your site's pages through the lens of a mobile device. That means performance in search is now directly tied to how well optimized your mobile website is.

In this session, you'll learn advanced techniques to perform 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. You'll also discover tactics and techniques for maximizing the effectiveness of your site's AMP (accelerated mobile pages) content.

Speakers

Eric Enge

Perficient Digital, General Manager - Search Engine Land Contributor , @stonetemple

Aleyda Solis

Orainti, International SEO Consultant , @aleyda

Moderator

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

Must-Have Reports For SEMs

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    SEM

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How can you show off your work to your clients and your boss? Give them a great report showing your work. How can you tell a story with the data that shows why things are working as they are? Create a data-driven story around your report.

We all know good reports are essential in creating and tuning effective search marketing campaigns. In this session, our experts share their own favorite, lesser-known and specialized reports, show how they use them and explain how to create stories with the data to showcase your own efforts.

Speakers

Samantha Barnes

Bounteous, Inc, Manager, Analytics & Insight , @SamanthasData

Moderator

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