Successful marketing starts with the message. With SEO, that means understanding the terms being used by your target audience. Take it from Captain Obvious: it helps to use those words in your web pages.
This session covers the importance of textual content to search engines and how, with a bit of planning, you can create HTML tags and body copy that are search engine-friendly and engage your customer.
With loads of guesswork and assumptions, the debate about Google ranking factors is never-ending and evolves with every algorithm update. What's on the rise, what's on the decline, and what still works?
You'll leave this session know the key elements that will deliver maximum SEO success as we move into the coming year and beyond.
As the world becomes increasingly connected, it's becoming more vital than ever for virtually all businesses - regardless of size - to have a global online presence. And taking a one-size-fits-all approach won't cut it. Learn from Frederic Schaub, Partner at The Consultancy Group, and formerly Marriott International's Digital Services Senior Manager of Global Strategy as he discusses the right (and wrong!) approaches to international SEO, PPC, social and content, and how marketers can win when going global.
Online reviews and their "little gold stars" are disrupting marketing efforts and impacting customer purchases. In fact, 88 percent of customers trust online reviews as much as personal recommendations, according to a recent survey.
Get the facts about how reviews can impact quality of service, customer satisfaction, customer retention and customer acquisition. Learn what causes most negative online reviews and get tips on how to gain more raves. Get in the review game or get lost in the online hustle.
Setting up and running multinational campaigns is the new frontier for search marketers. But it's not enough just to translate a website and expect good results. Effectively using Hreflang annotations, ensuring proper translation and cultural localization, mastering hosting issues and working with different currencies, tariffs and payment systems require careful work.
This session shows you how to master the lingua franca of the international marketplace without making costly mistakes.
With accelerated mobile pages now over a year old and fully integrated into Google Search, the use of AMP has expanded far beyond publishers and is now being deployed by retailers and others. SEOs need to be aware of the latest implementation techniques, display issues, measurement capabilities and more to understand why more than 2 billion AMP pages have been published from over 900,000 domains -- and why you should be "AMPing up" as well.
This session explores the latest AMP developments and what you should do to take advantages of them to deliver your content faster and reap the search result rewards.
Ever since Google created PageRank, every good search marketer's motto has been "I link, therefore I am." Link building is an art. There are dos and don'ts of linking campaigns, and a mistake could cost you valuable traffic and conversions.
In this session, we'll look at how to get quality links, how to craft anchor text to build authority and how to avoid commonplace mistakes that will hurt your credibility. Getting link building right is critical; don't risk potential penalties that will harm or destroy your search visibility by missing this session!
Actionable reports are essential to creating and tuning SEM campaigns. Choosing reports with the right data is crucial to effective campaigns optimization. And the information you share with your boss or clients can make the difference to the perceived value of your position and your career growth.
In this session, SEM experts share their own favorite reports that help them maximize returns, gain an edge on the competition -- and delight and satisfy key stakeholders.
Google has doubled down on Accelerated Mobile Pages (AMP), pushing site owners in every business vertical to convert their sites to support the specification. Google cites multiple case studies highlighting publishers that have seen significant gains in both traffic and conversions with AMP adoption. In Google's new mobile-first world, brands are left to consider whether or not adopting AMP is a smart long-term strategy.
To get an unbiased look at AMP adoption, gains and losses that result and its ease of implementation, we conducted a survey of our Search Engine Land audience. Come to this session for the results, and to hear panelists share their own experiences with AMP. You'll hear case studies from a large publisher, an e-commerce site, and a technical SEO to get a full spectrum view of the challenges and benefits of AMP adoption.
Smart (and successful) web designers know that optimizing site design for search engines is both essential and a savvy move. Search engines are the starting point for most internet users, and if your site is difficult for Google, Bing or other engines to "read," it's never going to work for your human visitors, either.
Attend this session and learn how to create search engine-friendly sites that are equally appealing to human visitors.
We get it. Marketing is now a software-powered discipline that blends the art of creative and science of data. New technologies are deeply interwoven into marketing operations and strategy. Effectively harnessing them demands new capabilities, talent and management.
In this inspiring keynote, Scott will discuss:
- the evolution of marketing from the "arts and crafts department" to a results-producing, software-driven dynamo,
- how organizations are reinventing their operations and institutional metabolism to cope with the always-on and multichannel world,
- and why search marketers are uniquely qualified to lead in the new "martech era."
Properly structured data is critical and often forgotten element of getting great search results. For years, Google displayed results with "rich snippets," enhanced search results such as stars, images and additional information. Recently, Google has been relying more heavily on structured data markup for Rich Snippets to better understand and index your content, giving it more prominence in search results. Without properly structured data, you could be losing out on quality traffic to your website.
Eric will discuss some of the newer markup options and introduce you to advanced uses of structured data related to google rich snippets that help you refine, update and optimize your content.
Brands face unique challenges when it comes to SEM, including:
- maintaining brand image within restrictive headline and description requirements
- ensuring that testing takes into account other branding efforts.
- following trademark guidelines.
- and more.
Brands also face significant SEO challenges: coordinating the ownership of keywords, content and other assets with various other marketing groups.
Come hear how brands are handling these and other challenging issues in their search marketing campaigns.
Are you planning to switch to HTTPs, migrate to a new CMS, change hosting providers or redesign your site templates? Many things can go wrong and most of the consequences are severe, but we've got you covered! In this session Bastian will offer hands-on advice on how you should plan your relaunch as well as how to avoid the most common problems that arise when making major changes to your site. Attend this session and you will be well equipped for one of the biggest SEO challenges: your next (smooth!) relaunch.
Featured snippets, also known as "direct answers," are incredibly powerful for site owners and have gained serious attention over the past several years. They sit in position zero search results, build near-instant credibility, come in many forms, and can drive significant traffic from organic search. Landing this prime and highly coveted real estate is not easy to do, but featured snippets can make a big difference in driving quality traffic to your website (especially from mobile devices).
Glenn will cover the latest changes and advancements related to featured snippets, including Google's use of artificial intelligence, AMP, voice assistants, changes in the featured snippets algorithm, Google's mobile-first index, site migrations, and more.
SEOs spend their days worrying about things like on-page content, structured data, technical issues and other high-precision tasks. By contrast, social media marketers spend most of their time on external platforms, creating engaging and spontaneous content and focusing on relationships rather than technical issues. Sounds like oil and water, right?
The reality is that these two teams can be highly complementary, supporting and reinforcing their efforts for mutual benefit. In this session, our panelists will show you how they got to SEO and social media tribes to cooperate to supercharge their overall marketing campaigns.
"Give me a lever long enough and a fulcrum on which to place it, and I shall move the world." -- Archimedes
Working with marketing partners -- franchisees, resellers, affiliates -- is a great way to amplify your marketing efforts. But if not managed conscientiously, they can also cause friction, waste resources and confuse or alienate customers.
In this session, you'll learn how marketers who have developed successful large-scale partnerships created win-win programs that benefited all key stakeholders.
Google is now using a mobile-first index that is based on how users experience the web on their mobile devices. This is a radical change from how Google previously indexed the web with a desktop-first approach. This change has major ramifications for SEOs and webmasters. Are you up to speed on these changes? Have you optimized your site for a mobile-first world?
Our experts will discuss techniques for performing an audit in a mobile-first world to ensure that content, links, metadata and structured data are compliant, regardless of how your site is accessed by users.
Former senior Google Search Quality team member Kasper Szymanski explains Google manual penalties, their impact on your website and how to deal with them swiftly and successfully. You'll learn:
-what types of penalties exist.
- how they impact your website.
- how to successfully remove penalties.
- how to communicate with Google.
- how to avoid manual penalties in the future.
Even the most knowledgeable SEOs are stumped sometimes, and everyone could use a regular SEO tuneup.
In this session, you'll have the opportunity to volunteer your site, describe the issues you are facing, and our SEO rockstars will diagnose your challenges in real time and offer specific actionable advice to repair or enhance your performance.
While it's not possible to capture an email address or other personally identifying information in Google Analytics, there is an effective way for you to track and target individuals with your ads, email and marketing campaigns. This session explores how you can use "UserId" variables to aggregate an individual's activity across all their devices on your sites to get a complete view of how they consume your content and behave before and after conversion.
Customer needs & businesses are constantly evolving, which means your website has to intelligently adapt to stay relevant. Learn how Cisco.com is leveraging SEO best practices, data & customer insights to transform its global site infrastructure. In this session, Laura will focus on technical implementation, how-to guides for effective customer research and digital capabilities to construct the most relevant, personalized experience Cisco's customers are seeking.
Do you have questions about how Google interacts with your site and content or about its algorithms, ranking factors and other components of Google's "black box?" We do, too!
In this "ask me anything" session, Googlers answer your questions about SEO and related issues.
Do you have questions about Google Analytics? This is your opportunity to get the answers you seek directly from power users and analytics pros. You'll get insights into your biggest GA issues and questions, such as how to combat spam, which reports to avoid and which ones to live by, when to use a filter and when to use a segment, and much more.
You can also request that our experts look at your Google Analytics in real time, if you're so inclined. Grant firstname.lastname@example.org edit access to your account, and we'll pop the hood and offer you live advice on how to get the most from your search marketing campaign.
Building high-quality links can make all the difference to your traffic and conversions. However, SEO experts know that effective link building can be time-consuming and tricky, though the effort can pay off.
In this interactive session, our link building experts go live to the web to find answers and illustrate best practices in real time.
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 out "Meet the SEOs" session.
After three days of learning actionable insights and tactical SEO and SEM tactics, you'll be sure to have your own list of top takeaways, favorite speakers and sessions.
Join us at our traditional "Best of Show" session to share you most valuable teactics, insights and best products, and to hear what's coming next at SMX.