Migration Best-Practices: Successfully Relaunching Your Website

Overview

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.

Speakers

Bastian Grimm

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

Moderator

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

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

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Keyword Research & Copywriting For Search Success

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Overview

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.

Speakers

Christine Churchill

President, KeyRelevance, @keyrelevance

Moderator

Debra Mastaler
President, Alliance-Link, @debramastaler

SEO Ranking Factors In 2017: What's Important, What's Not

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Overview

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.

Speakers

Herndon Hasty

Digital Marketing Manager, The Container Store, @herndon

Olga Andrienko

Head of Global Marketing, SEMrush, @olgandrienko

Marcus Tober

Founder/CTO, Searchmetrics Inc., @marcustober

Moderator

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

Why Going Global Is Essential To Your Business

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Overview

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.

Speakers

Frederic Schaub

Partner, The Consultancy Group, @MrFred_S

Moderator

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

Harnessing The Power Of Online Reviews

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Overview

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.

Speakers

Rob Kerry

Co-Founder, Ayima, @ayima

Moderator

Christine Churchill
President, KeyRelevance, @keyrelevance

Speaking In Tongues: Mastering Multinational Search

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Overview

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.

Speakers

Aleyda Solis

International SEO Consultant, Orainti, @aleyda

Moderator

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

Getting AMPed: Essential Info About Google Accelerated Mobile Pages

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Overview

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.

Speakers

Eric Enge

CEO, Stone Temple Consulting, @stonetemple

Laura Scott

Global Marketing Director, Botify, @Laura_R_Scott

Ben Morss

Developer Advocate, Google, @benmorss

Moderator

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

Link Building Fundamentals

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Overview

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!

Speakers

Debra Mastaler

President, Alliance-Link, @debramastaler

Moderator

Christine Churchill
President, KeyRelevance, @keyrelevance

Must-Have Reports For Search Advertisers

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Overview

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.

Speakers

Michael Bartholow

Senior Account Manager, LunaMetrics, @michaelb3600

Bradley A Giddens

Associate Director, SEO, Horizon Media, @DgtlMktgGeek

Aaron Levy

Manager of Client Strategy, Elite SEM, @bigalittlea

Moderator

Brad Geddes
Founder, AdAlysis, @bgTheory

AMP: Do Or Die?

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Overview

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.

Speakers

John Shehata

Vice President, SEO, Conde Nast, @jshehata

Aleyda Solis

International SEO Consultant, Orainti, @aleyda

Damian Rollison

VP Product, Brandify, @damianrollison

Moderator

Michelle Robbins
SVP Content & Marketing Technology, Third Door Media, Inc., @MichelleRobbins

Search Engine Friendly Web Design

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Overview

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.

Speakers

Shari Thurow

Founder and SEO Director, Omni Marketing Interactive, @sharithurow

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

Keynote: Search Marketers Are The Trailblazers In The Emerging Martech Era

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Overview

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."

Speakers

Scott Brinker

Conference Chair, MarTech & Editor, chiefmartec.com, @chiefmartec

Moderator

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

What's New With Markup & Structured Data

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Overview

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.

Speakers

Eric Enge

CEO, Stone Temple Consulting, @stonetemple

Moderator

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

Brands Talk Search Marketing

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Overview

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.

Speakers

Michelle Robertson

Senior Digital Marketing Specialist, Experian, @michemesh

Ashley Plack

SEO Strategist, Stanley Black and Decker, @ashleyplack

Chanelle Harbin

SEO Manger, Disney ABC Television Group, @chanelle_harbin

Moderator

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

Migration Best-Practices: Successfully Relaunching Your Website

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Overview

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.

Speakers

Bastian Grimm

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

Moderator

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

The Power of Featured Snippets in 2017

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Overview

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.

Speakers

Glenn Gabe

President, G-Squared Interactive, @glenngabe

Moderator

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

SEO & Social: A Match Made In Marketing Heaven

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Overview

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.

Speakers

Stephanie Wallace

Senior Director of SEO, Nebo, @SWallaceSEO

Maggie Malek

VP of Strategy, MMI Agency, @MagsMac

Moderator

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

Marketing Partners: Essential Allies Or Necessary "Frenemies?"

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Overview

"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.

Speakers

Julie Collins

Vice President‚ Integrated Brand Marketing, Morgan Stanley, @jknob8

Kevin Mullett

Director of Social Media and Visibility, MarketSnare, @kmullett

Amy Shipman

Digital Strategist, HP, Inc., @amykayaks

Moderator

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

SEO For Google's Mobile-First Index & Mobile-Friendly World

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Overview

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.

Speakers

Leslie To

Director of SEO, 3Q Digital, @itsleslieto

Gary Illyes

Webmaster Trends Analyst, Google, @methode

Ashley Berman Hale

Director of SEO, Local SEO Guide, @bermanhale

Moderator

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

All Google Manual Penalties Explained

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Overview

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.

Speakers

Kaspar Szymanski

Co-Founder, SearchBrothers.com, @kas_tweets

Moderator

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

SEO Site Clinic

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Overview

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.

Speakers

Matt Storms

SEO, SEM, Organic Growth Hacker, SEO Expert Witness, Viator.com, @matt_storms

Moderator

Jessica Thompson
Associate Features Editor, Search Engine Land, @jessotron

The Powerful (And Delicate) Art of Targeting Individuals

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Overview

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.

Speakers

Thom Craver

Senior SEO Analyst, CBS Interactive, @ThomCraver

Moderator

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

How Cisco Harnesses The Power Of SEO For Digital Transformation

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Overview

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.

Speakers

Laura Ann Mitchell

Director of Digital, Cisco Systems, Inc.

Ken Shults

VP of Strategic Innovation, BrightEdge

Moderator

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

JavaScript & PWAs: What SEOs Need To Know

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Overview

Users expect dynamic, responsive and interactive web sites that are not just functional but also super fast. JavaScript is one of the many underlining technologies that helps developers build these types of web sites. PWAs (progressive web apps) is a web technology that lets you create responsive application-like experiences for both mobile and desktop devices.

It's crucial for SEOs to understand how use JavaScript and PWAs to make them search engine friendly. This panel explores the challenges with building this new generation of fast and functional sites, offering tips and techniques to ensure content is accessible to search engines and will rank well in search results.

Speakers

Max Prin

Head of Technical SEO, Merkle, @maxxeight

Vadim Supitskiy

VP of Software Engineering, Forbes

Moderator

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

AMA With Google Search

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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.

Speakers

Gary Illyes

Webmaster Trends Analyst, Google, @methode

Moderator

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

Analytics Clinic

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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 annie@annielytics.com 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.

Speakers

Annie Cushing

SEO and Analytics Consultant, Annielytics.com, @AnnieCushing

Moderator

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

Link Building Clinic

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Overview

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.

Speakers

Dan Leibson

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

Arsen Rabinovich

Founder, TopHatRank.com LLC, @tophatarsen

Moderator

Jessica Thompson
Associate Features Editor, Search Engine Land, @jessotron

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 out "Meet the SEOs" session.

Speakers

Duane Forrester

VP, Industry Insights, Yext, @DuaneForrester

Aleyda Solis

International SEO Consultant, Orainti, @aleyda

Bastian Grimm

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

Moderator

Michelle Robbins
SVP Content & Marketing Technology, Third Door Media, Inc., @MichelleRobbins

Best Of Show: Top SMX Takeaways

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Overview

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.

Speakers

Michelle Morgan

Director of Client Services, Clix Marketing, @michellemsem

Thom Craver

Senior SEO Analyst, CBS Interactive, @ThomCraver

Elizabeth Clark

CEO & Co-Founder, Dream Agility Ltd, @dreamagility

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?

View the complete agenda here.

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