Obsessed With SEO & SEM

October 24-25, 2018
Jacob K. Javits Convention Center

Taking Audience Targeting To The Next Level

Overview

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.

Speakers

Joe Martinez

Senior Manager, Paid Media & Community, Granular

Jeffrey Stewart

AVP, Digital Communications, VITAS, @JeffreyMStewart

Ashley Plack

SEO Strategist, Stanley Black and Decker, @ashleyplack

Moderator

Brad Geddes
Co-Founder, AdAlysis, @bgTheory

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Check out all the SEO sessions happening at SMX East below!

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SEO Keynote: The Quest For Intelligent Search

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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

A Google Insider's Guide To The New Search Console, All About Penalties & More

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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

Mobile-First SEO Success

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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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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

JavaScript: SEO Tips & Tricks

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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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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

Seamless Site Migrations

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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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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

SEO Keynote: Age Of Assistance

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Overview

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.

Speakers

Naomi Makofsky

Global Product Partnerships, Search & Assistant, Google, @naomak

Moderator

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

How To Drive Inbound Links In The Age Of Content Skeptics

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Overview

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.

Speakers

Alli Brenner

Senior SEO Manager, Sapient Razorfish, @allibrenner

Paddy Moogan

Co-Founder, Aira, @paddymoogan

Moderator

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

Optimizing Content For Voice Search & Virtual Assistants

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Overview

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.

Speakers

Eric Enge

General Manager, Perficient Digital, @stonetemple

Purna Virji

Senior Manager, Global Engagement, Microsoft, @purnavirji

Moderator

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

Leveraging The New Realities Of Local Search

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Overview

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.

Speakers

Dan Leibson

Vice President, Search, Local SEO Guide, @danleibson

Kerry Curran

Managing Partner, Marketing Integration, Catalyst, @KSCDigitalPulse

Moderator

Greg Sterling
Founding Principal, Sterling Market Intelligence, @gsterling

Meet The SEOs

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Overview

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.

Speakers

Alexis Sanders

Technical SEO Account Manager, Merkle, @AlexisKSanders

John Shehata

Vice President, Audience Development Strategy, Conde Nast, @jshehata

Mellissa Jensen

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

Bastian Grimm

CEO & Director Organic Search, Peak Ace AG, @basgr

Moderator

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

Obsessed with SEO and SEM?

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