Obsessed With SEO & SEM

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

Local Search Marketing for Multi-Location Brands

Search marketers supporting brands with multiple locations face unique challenges: capturing and responding to reviews at scale, addressing spam, boosting rankings, leveraging voice search, and measuring the real-world impact of campaigns, for a start.

SMX East features a brand new, full-day track dedicated exclusively to local search marketing for multi-location brands– in addition to our hallmark SEO and SEM content. In-depth sessions will cover essential concepts marketers need to know to succeed in this complex environment.

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Ranking in Google Local and Google Maps

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Overview

You'll need more than traditional web search tactics to achieve exceptional rankings for multi-location brands. Knowing what works (and why!) is critical to helping your customers find you quickly... with minimal confusion over locations, branches or competing brands.

In this session, experienced local search marketers will share insights from several case studies that show how they achieved better rankings within the local pack and Google Maps search results by focusing on factors like reviews, Google My Business categories, and fine-tuning their GMB settings.

Speakers

Dan Leibson

Vice President of Local & Product, Local SEO Guide, @danleibson

Cori Graft

SEO Team Lead, Seer Interactive, @corigraft

Moderator

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

Google My Business From A to Z

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Overview

Join us for a detailed exploration of all the new capabilities and key features available with Google My Business. This session will provide tactical advice on how to use GMB for managing business listings, handling reviews, promoting your business, reviewing your analytics and much more.

Speakers

Dan Leibson

Vice President of Local & Product, Local SEO Guide, @danleibson

Moderator

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

Managing Reviews On Multiple Local Platforms

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Overview

Data show that online reviews are now the single most influential factor in consumer purchase decisions. Even reviews from strangers are trusted as much as friends and family recommendations... and they're more trusted than other online information sources. Recognizing this, Google includes them as a local ranking factor.

Attend this session for insights into:

  • Collecting and responding to reviews for multiple locations across Google, Facebook, Yelp and others
  • Managing each platform's different policies
  • Learning the best way to approach review generation
  • Responding to reviews at scale (while preserving "local authenticity")

Speakers

Adam Dorfman

Director of Product Management, Reputation.com, @phixed

Moderator

Greg Sterling
Owner - Search Engine Land Contributing Editor, Sterling Market Intelligence, @gsterling

Local Presence Management for Multi-location Brands

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Overview

Maintaining a single corporate site is not enough for multi-location brands and franchises. Consumers don't search for store locations, they search for "near me" locations. Each storefront must have complete and accurate data on Google, Facebook, Yelp and other destinations. The challenge is doing all this for hundreds or thousands of them.

In this session, you'll learn the key elements of local presence management at scale, how to work with available APIs and the tactics necessary to maximize local discovery and consumer engagement.

Speakers

Aminta Iriarte

Social Manager, Crunch Fitness

Moderator

Greg Sterling
Owner - Search Engine Land Contributing Editor, Sterling Market Intelligence, @gsterling

Future-Now Local Search: Assistants, Voice, Maps and More

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Overview

While we don't have flying cars (yet), we're making incredible progress with personal assistants and mapping. For example, Google Assistant can now call a restaurant and make a dinner reservation for you. The new Apple Maps has built-in augmented reality and CarPlay options to better connect with customers on-the-go.

These nascent technologies will soon be commonplace in the local and multi-location search space. In this session, our experts will take a trip to the "future-now" and get a look at what you can start using today to help dominate your local search efforts.

Speakers

Greg Sterling

Owner - Search Engine Land Contributing Editor, Sterling Market Intelligence, @gsterling

Eric Enge

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

Moderator

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

 

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