Audience targeting allows you to be precise in choosing who sees your ads and the bids for each group, but getting it right can be tricky and takes testing. And today, your options for targeting are greatly enhanced with options such as demographics, similar lists, in-market audiences and CRM data. Once you master the basics, you'll be able to create custom combinations and fine-tune displays for your audiences, or even exclude audience groups.
In this session, learn to use advanced audience targeting to identify prospects and customers and ultimately maximize the ROI of your campaigns.
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.
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.
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.
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.
In this session, you'll learn:
- How to leverage the app-like functionality of PWAs.
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.
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.
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.
Ready for some crystal ball gazing? Search is no longer limited to text on a computer screen - it's often voice activated and happens across mobile and internet of things devices like smart home speakers. In this keynote talk, Naomi Makofsky, who works on Global Product Partnerships for the Google Assistant initiative, will take you on a roller coaster ride from where we are today to what the future holds, including how some future tech is already here and having a significant impact on marketing campaigns.
With content marketing now the link-building tactic du jour, knowing what to write and how to find the best sites to host your content are two big challenges SEOs face. It's also difficult to find and convince authority-rich sites to take a chance on new content.
In this session, our panelists discuss:
- How do you figure out what to write about and what types of content will generate the most traffic and inbound links?
- How do you convince a media outlet or authority site they should host your content?
- How do you blend the right amount of storytelling and data to create evergreen content?
We'll also look at new content strategies, how to get your email opened and how to convince the gatekeepers your content is what they need to succeed.
Apple. Amazon. Google. Microsoft. The big dogs are all-in on voice search and virtual assistants.
To get the most from these new channels, effective SEO requires optimizing content for voice search. This session explores how to optimize your content and user experience for a future in which half or more of all queries will be spoken.
While traditional SEO techniques are still important for successful local SEO, many other factors play a significant role in geotargeting success. Your results will improve by focusing on reviews, questions & answers, knowledge panel management and other organic tactics, in addition to using the functions of Google My Business to their fullest.
The options are also proliferating for local advertising. Product listing and map ads, location extensions, local inventory ads -- the list goes on.
Join our expert speakers in this session for an exploration of the rapidly evolving local marketing landscape and how you can best leverage new opportunities.
In this PowerPoint-free panel, veteran SEOs stand ready to answer your questions about search engine optimization in real time.
Got a puzzling issue? Wondering about a possible trend? Put it to the experts by attending our "Meet the SEOs" session.