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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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.
Barry Schwartz is a Contributing Editor to Search Engine Land and a member of the programming team for SMX events. He owns RustyBrick, a NY based web consulting firm. He also runs Search Engine Roundtable, a popular search blog on very advanced SEM topics. Barry's personal blog is named Cartoon Barry and he can be followed on Twitter here.
SMX East Speaker:
Dan Leibson
Vice President of Local & Product, Local SEO Guide, @danleibson
Dan is a data driven marketer with over a decade experience in search. Having worked both in-house and agency side, Dan works to drive business results for Local SEO Guide’s clients. Dan spends his spare hanging out with his wife and daughter. He enjoys sick gainz, good whiskey and beer, nerd culture and amazing food. Weirdo.
Cori Graft leads the Local Search team at Seer Interactive, a digital marketing agency with offices in Philadelphia and San Diego. At Seer, she specializes in driving strategy for Seer's most complex enterprise local search accounts by analyzing large data sets at scale and connecting the dots between search trends and human behavior. Cori is also responsible for building out Seer's local service offering and training team members on all things local. She has spoken around the country at events including Mozcon Local, Pubcon Las Vegas, and LSA19.
Cori is an advocate for education and spends her free time volunteering as a mentor with Spark Philadelphia and on the board of BeachGlow: Concerts for Charity. When she's not sitting in front of a computer or working with students, you can usually find her down the shore, out at a concert, or cheering loudly for Philly sports teams -- often with a craft beer in hand.
https://www.seerinteractive.com/blog/
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Google My Business From A to Z
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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.
Barry Schwartz is a Contributing Editor to Search Engine Land and a member of the programming team for SMX events. He owns RustyBrick, a NY based web consulting firm. He also runs Search Engine Roundtable, a popular search blog on very advanced SEM topics. Barry's personal blog is named Cartoon Barry and he can be followed on Twitter here.
SMX East Speaker:
Dan Leibson
Vice President of Local & Product, Local SEO Guide, @danleibson
Dan is a data driven marketer with over a decade experience in search. Having worked both in-house and agency side, Dan works to drive business results for Local SEO Guide’s clients. Dan spends his spare hanging out with his wife and daughter. He enjoys sick gainz, good whiskey and beer, nerd culture and amazing food. Weirdo.
Cori Graft leads the Local Search team at Seer Interactive, a digital marketing agency with offices in Philadelphia and San Diego. At Seer, she specializes in driving strategy for Seer's most complex enterprise local search accounts by analyzing large data sets at scale and connecting the dots between search trends and human behavior. Cori is also responsible for building out Seer's local service offering and training team members on all things local. She has spoken around the country at events including Mozcon Local, Pubcon Las Vegas, and LSA19.
Cori is an advocate for education and spends her free time volunteering as a mentor with Spark Philadelphia and on the board of BeachGlow: Concerts for Charity. When she's not sitting in front of a computer or working with students, you can usually find her down the shore, out at a concert, or cheering loudly for Philly sports teams -- often with a craft beer in hand.
https://www.seerinteractive.com/blog/
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Managing Reviews On Multiple Local Platforms
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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")
Contributing Editor, Search Engine Land , , @gsterling
Greg Sterling is a Contributing Editor to Search Engine Land, a member of the programming team for SMX events and the VP, Market Insights at Uberall.
SMX East Speaker:
Adam Dorfman
Director of Product Management, Reputation.com, @phixed
Adam Dorfman is a technology and digital marketing professional with more than 20 years of experience. His expertise spans all aspects of product development as well as scaling product and engineering teams. He has been in the SEO and Local SEO space since 1999. In 2006, Adam co-founded SIM Partners and helped create a business that made it possible for companies to automate the process of attracting and growing customer relationships across multiple locations. Adam is currently director of product at Reputation.com, where he and his teams are integrating location-based marketing with reputation management and customer experience. Adam contributes regularly to publications such as Search Engine Land, participates in Moz’s Local Search Ranking Factors survey, and regularly speaks at search marketing events such as Search Marketing Expo (SMX) West and State of Search as well as industry-specific events such as HIMSS.
Cori Graft leads the Local Search team at Seer Interactive, a digital marketing agency with offices in Philadelphia and San Diego. At Seer, she specializes in driving strategy for Seer's most complex enterprise local search accounts by analyzing large data sets at scale and connecting the dots between search trends and human behavior. Cori is also responsible for building out Seer's local service offering and training team members on all things local. She has spoken around the country at events including Mozcon Local, Pubcon Las Vegas, and LSA19.
Cori is an advocate for education and spends her free time volunteering as a mentor with Spark Philadelphia and on the board of BeachGlow: Concerts for Charity. When she's not sitting in front of a computer or working with students, you can usually find her down the shore, out at a concert, or cheering loudly for Philly sports teams -- often with a craft beer in hand.
https://www.seerinteractive.com/blog/
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Local Presence Management for Multi-location Brands
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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.
Contributing Editor, Search Engine Land , , @gsterling
Greg Sterling is a Contributing Editor to Search Engine Land, a member of the programming team for SMX events and the VP, Market Insights at Uberall.
SMX East Speaker:
Aminta Iriarte
Social Manager, Crunch Fitness
Aminta Iriarte is a Social Media Manager at Crunch Fitness where she creates and manages the content for the brand pages, and oversees Crunch’s online reputation. With more than 300 locations worldwide, Aminta also offers support to all franchise local pages, helping the brand pivot into new digital platforms, creating a unique and often humorous voice for its audience. Aminta has a wealth of experience from years of social media, e-commerce, and SEO content writing in the fashion industry. She has worked with brands like Macy’s, Ethan Allen, and Latinx superstar, Thalia.
Aminta is originally from Caracas, Venezuela and when she’s not writing about working out, she can be found working out.
As CMO, Monica is responsible for developing and leading SOCis marketing and communications functions, as well as ensuring the company is uniquely positioned in the highly crowded social media and reputation management marketplace.
Monica’s tenure in the industry includes nearly 20 years of digital marketing, advertising and research experience, including a solid foundation in sales, strategy and data analytics. Prior to SOCi, she served as Global CMO at GroundTruth (formerly xAd, Inc), where she helped grow the business from an early stage start-up to an award-winning global brand.
Well regarded in the space, Monica has received numerous accolades and awards including being ranked one of The Most Powerful Women in Mobile Advertising (3 years in a row) by Business Insider and one of the 100 most influential North American b2b tech marketers by Hot Topics. In addition to her role at SOCi, Monica serves on the board of the Advanced Digital Marketing and Media Community of Austin (AUSAM), as well as serves on the advisory boards of several digital marketing and technology start-ups within NY, TX and CA.
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Future-Now Local Search: Assistants, Voice, Maps and More
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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.
Barry Schwartz is a Contributing Editor to Search Engine Land and a member of the programming team for SMX events. He owns RustyBrick, a NY based web consulting firm. He also runs Search Engine Roundtable, a popular search blog on very advanced SEM topics. Barry's personal blog is named Cartoon Barry and he can be followed on Twitter here.
Greg Sterling is a Contributing Editor to Search Engine Land, a member of the programming team for SMX events and the VP, Market Insights at Uberall.
SMX East Speaker:
Eric Enge
General Manager - Search Engine Land Contributor, Perficient Digital, @stonetemple
Eric Enge is General Manager for Digital Marketing at Perficient Digital, a full-service, award-winning digital agency. Previously Eric was the founder and CEO of Stone Temple, an award-winning digital marketing agency, which was acquired by Perficient in July 2018. He is the lead co-author of The Art of SEO known in the industry as “the bible of SEO.” In 2018, Eric was awarded Search Personality of the Year by the Drum US Search Awards, which is the third time he’s personally been recognized by the industry. He is a prolific writer, researcher, teacher and a sought-after keynote speaker and panelist at major industry conferences.