Overview

The SMX London event will open with a Dream Team of SEO experts who will describe the most crucial elements (as illustrated in Search Engine Land's Periodic Table of SEO Factors) of SEO you need to master in order to have top rankings and be more likely to survive algorithm updates. This panel of experts will set the stage for the SEO sessions you'll experience during the event.

After this session, you'll be able to:

• Define the key "elements" that impact your SEO rankings
• Explain to your colleagues and executives the crucial elements of SEO and why they are important
• Know the SEO "toxins" that can cause penalties or negative rankings and how to avoid them

Overview

There are many ways to build links on the Internet, but not all lead to better traffic, better rankings or better sales. The context of a link is as important as or even more important than the power of the page. This presentation will help you understand why context is so important and how your marketing strategies can lead towards better quality links and connections online, improving your brand's market fit and site traffic quality.

After this session, you'll be able to:

• Understand the role context plays in achieving high quality links and connections
• Improve your marketing strategies to gain better quality links and site traffic
• Replicate real-world examples from companies successful at link building

Overview

Paid Search has evolved quite a bit since it first started some two decades ago. In this session, we won't look backwards, though. We'll talk about the latest features and technology to help you compete in auctions, unleash the best of your creativity to launch expectation-beating ad campaigns.

After this session, you'll be able to:

• Get more efficient and productive at account management and workflow
• Leverage search data and insights for creative development that drives breakthrough results and innovative search campaigns
• Utilize the best of machine learning, AI, your business instincts and old-fashioned common sense

Overview

This session focuses on several core marketing challenges with Google My Business (GMB) for brands and local businesses. It will address tracking and measuring GMB actions as well as issues confronting multi-location enterprises.

After this session you'll be able to:

• Set up and use UTM Parameters to measure and track almost everything in GMB
• Optimize categories, reviews and Google Q&A
• Understand how to prevent suspensions or reinstate listings after being suspended
• Manage Google Posts at scale for large enterprises

Overview

Been penalized by Google? Lost rankings with a Google core update? Want to avoid a Google penalty being applied to your website? Join ex-Google to gain a deep understanding of the impact of algorithmic updates and how Google applies penalties.

After this session, you'll be able to:

• Understand why algorithmic updates impact your Google rankings
• Discuss how Google applies penalties
• Recover from algorithmic updates and penalties
• Future proof your website for SEO in Google

Overview

Automation is often mentioned as the holy grail in PPC where you can put the machines to work and call you done finished. In reality, some automation is good and others can be quite harmful to your account. In this session, we'll show you good places to automate your account and look at others where automation might be harmful.

After this session, you'll be able to:

• Know the best places to automate tasks within your PPC account
• Be able to explain why certain areas of your account should not be automated
• Have a clear starting point for increasing your account's automation

Overview

Localized campaigns present unique challenges. However, local search and social ads can bring excellent results to both independent businesses and multi-location brands. Whether your objective is driving awareness or footfall, this session offers proven techniques across paid search and paid social that you can readily apply.

After this session you'll be able to:

• Know what works for paid search and paid social (Facebook and Instagram)
• Gain a list of tactics to test and deploy in your campaigns
• Understand how to track and measure local PPC campaigns

Overview

Get the most out of Google Search Console and Bing Webmaster Tools by learning about the latest updates and how to best take advantage of them for your site.

After this session, you'll be able to:

• Implement SEO best practices for crawling and site architecture
• Understand Webmaster Tools to get the most out of Bing search
• Know what's new and coming up in Bing Webmaster Tools
• Understand recent launches from Google

Overview

Think about it like this; if you went to a pub with your best mate, you'd probably know what drink to order them. That's how well you need to know your target audience, and in this session, we'll show you how you can work on perfecting targeting for your paid ad campaigns.

After this session, you will be able to:

• Understand your audience well beyond the basics of age, gender, location and a few interests
• Leverage the latest audience targeting features across top ad platforms and target new customers across the entire purchase journey
• Know what tools can help you understand user behavior and build advanced audience lists, leaning on first-party data

Overview

Your ads are getting clicks but not converting. There are many potential reasons for this, but one is surely sub-optimal landing pages. This session will focus on key factors that drive local campaign success with an emphasis on local landing page optimization.

After this session, you'll be able to:

• Determine the right campaign structure for local ads
• Understand what makes a great local landing page
• Know how to use dynamic location insertion
• Use scripts to better optimize local campaigns

Overview

Join this session to find out what you can do to identify EAT related facets of your site that could be holding you back, and how to formalize an audit process to identify and remedy this.

After this session, you'll be able to:

• Dispel the confusion and debate around EAT features and understand algorithmic contribution through a real data case and examples
• Implement a tried and tested approach to auditing EAT features that can hold your site back—get and explanation of feature area, tools and measurements
• Measure EAT criteria in order to understand where the site is failing, and conversely what success looks like
  Validate this approach by getting an outside perspective from a big data tool provider

Overview

Reporting is essential to showing your work to your boss and clients. Good reporting is essential to finding insights across your data. In this session, we'll look at how to create reports. Then we'll look into the data to find actionable intel to help you create and fine-tune your marketing campaigns.

After this session, you'll be able to:

• Be able to create beautiful reports
• Know how to pull insights out of your reporting data
• Create actionable outcomes based upon your custom reports

Overview

Most transactions (still) occur offline, yet marketers have trouble reliably tracking online-to-offline conversions. That means they don't have a clear picture of campaign performance. This panel discussion will explore the latest tools and tactics for offline attribution, as well as long-established methods such as call tracking. We’ll hear client anecdotes and get clear advice on best practices. We’ll also discuss how tighter integration of online and offline (e.g., BOPIS) in the future will affect attribution and campaign optimization.

Overview

Google and Bing leverage structured data and schema in a big way in its search results. Often having rich results in the search results can be the deciding factor for your site being clicked on by searchers. This session will cover how to implement and benefit from these markups.

After this session, you'll be able to:

• Understand how search engines render and see your content and extract structured data to power rich experiences
• Discover tools and resources that can help you to easily generate and test structured markup
• Increase the likelihood of you content displaying as rich-results, which have been found to increase click-through rate
• Fully realize the role semantic markup plays in determining the searcher experience and what types of schema you should use for best results
• Implement structured data using tag manager

Overview

Should you rely on Google's smart bidding? Are bid modifiers the best way to fine-tune your bidding? Should you be creating your own bid system? In this session, we'll look at how to choose your bid strategy and tips to ensure your bidding method is helping you to achieve your goals.

After this session, you'll be able to:

• Know when to use automated bidding based upon your account's data and goals
• See how much control you can have with manual bidding
• Be able to choose which bid method is best for your account

Overview

Google says marketers can't optimize for BERT. However, that's not entirely true. In fact, voice search optimization best practices leads to overall improved SEO outcomes and a better customer experience.

After this session, you'll be able to:

• Understand the four categories of voice-search
• Optimize your site for conversational queries
• Create better content for voice search
• Determine whether it makes sense to create actions and skills for virtual assistants
• Track and optimize against voice queries

Overview

Search marketing has never been easy. But now search and digital marketing have become much more complex. From coordinating SEO, PPC and social marketing, to the cookiepocalypse and new privacy rules, to allocating budgets and attribution measurement, it's both exciting and incredibly challenging to be a marketer at this moment. Add to that the uncertainty triggered by the coronavirus. In this informative and fun keynote interview, Search Engine Land contributor, Greg Sterling, explores some of the challenges brand marketers face -- and their solutions -- with UK companies on the front lines.

Overview

What do Google’s Knowledge Graph, Hummingbird, RankBrain and now BERT have in common? They are all different ways Google better understands the semantics of natural language. With the introduction of AI, Google’s algorithms keep evolving… but is your SEO keeping up with it? In this session, you’ll learn how to incorporate semantically relevant competitor research, so you can discover new content opportunities that attract more traffic and backlinks.

After this session, you’ll be able to:

• Use the "four-deep technique" to mine for new topics and related industries to research
• Implement proven content and backlink strategies that your direct competitors aren't using
• Increase your website’s topical PageRank

Overview

The results of SEMRush's latest research on content marketing strategies, goals, budgets, challenges, and metrics will be revealed in this session. Additionally, you'll benefit from the data they collected from analyzing 700,000+ blog posts to find the perfect content formula. You'll learn how to apply these valuable findings to your content marketing in order to produce valuable content for your customers that also ranks well on Google.

After this session, you'll be able to:

• Set proper goals, metrics and distribution channels for your content
• Create a perfect content piece that readers and Google will love
• Improve your content workflow using a detailed action plan

Overview

Facebook Ads can be a confusing platform for new advertisers. Even more seasoned advertisers can get a little lost. Join this session for tips demonstrated by real-world examples that will help you avoid costly mistakes, improve ROI and gain an understanding of what is really working right now.

After this session, you'll be able to:

• Use a clear set of activities that genuinely work well on Facebook Ads
• Avoid wasted ad spend by knowing how to review ad performance
• Execute a clear plan for underperforming accounts

Overview

A perennial challenge B2B marketers is finding enough volume in niche markets, while staying out of the way costly, wasteful consumer traffic. In this session, we demonstrate how to use a range of paid search and social retargeting audiences to amplify content marketing and B2B lead generation campaigns.

After this session, you'll be able to:

• Find new customers through niche audience identification, audience amplification & filtration
• Sequence cross-channel campaigns to prime your audiences and focus paid search campaigns on most interested individuals
• Understand which social media channels, ad objectives and audience criteria are best suited for finding your niche B2B audiences
• Use video and images to create lower cost awareness campaigns

Overview

Almost every SEO uses crawling tools (e.g. ScreamingFrog, DeepCrawl, etc.) to analyze websites as well as to uncover errors and optimization potentials. Unfortunately, many times only default reports are being used and they often have limitations. In this session, we'll cover ideal crawl preparation, efficient execution and advanced analysis techniques that go beyond the typical tips.

After this session, you'll be able to:

• Understand how JavaScript in general and Googles rendering process impacts crawling
• Plan out and implement crawling and indexing directives on expert level
• Prevent common pitfalls that could negatively impact search engine crawling behavior
• Overcome typical challenges of Google's indexing limits
• Expertly setup and use crawling tools for maximum output

Overview

GDRP, ITP, ETP and Chrome are all going towards a cookie less world: what is the impact now, and how can we future-proof?

After this session, you'll be able to:

• Understand the impact of ITP, GDPR, ETP and Chrome's move to more privacy on the optimization of PPC accounts
• Employ a concrete future-proof strategy that will not risk in under investing because of badly attributed conversions
• Know how your remarketing tactics must change and how important 1st party data is to your ongoing success

Overview

Have you ever struggled to identify what content would appeal to your customer during the moments that matter through their buyers' journey? Do you struggle with the organic experience and cross channel synergies to run an effective organic campaign? Join this session for both strategic and practical advice on how to target customers with the right content at the right time and show measured progress through the buyer's journey.

After this session, you'll be able to:

• Understand a search engines perspective on consumer moments that matter
• Develop and drive appropriate content campaigns towards customers at different stages of the buyer's journey
• Measuring and benchmarking performance through the lens of the customer journey

Overview

Join this session to find out what Google BERT is and where it came from. Plus, with real-world examples learn how to harness the power of Google BERT as a tool to improve your SEO efficiency and contextual relevance.

After this session, you'll be able to:

• Discuss how natural language understanding is developing and how you can utilize co-occurrence to disambiguate your search strategy
• Know how search engines may be utilizing Google BERT and its implications for search marketers
• Understand why you cannot optimize SEO for the Google BERT algorithm update
• Understand BERT's successor ALBERT

Overview

Stories are the marketing go-to but where to they fit into your paid social sales funnel? Learn how to maximize your conversions by learning about what to do (and not to do) with your Instagram Story ads to generate more leads and sales.

After this session, you'll be able to:

• Understand the huge opportunity with Instagram Story ads
• Implement different Instagram Story creatives for different funnel stages
• Know what good Instagram story creative looks like
• Implement actionable creative tips

Overview

PPC marketers know that lead volume is not the same as lead quality. In this session, we'll show you how to leverage predictive metrics in your PPC campaigns. By applying a lead scoring system, you can optimize lead gen on both volume and ultimate revenue.

After this session, you'll be able to:

• Analyze performance, set targets and compare predictions with concrete results to refine your predictive prowess
• Understand how to incorporate predictive modeling into PPC smart bidding, tCPA and ROAS bidding strategies
• Improve the collaboration between marketing and sales by developing a shared metric to evaluate potential lead values

Overview

The session will provide both a high level look at navigating Google algorithm updates as well as very tactical and key actions that can be taken to recover from a search visibility loss (primarily after a Core Algorithm update) in general.

After this session, you'll be able to:

• Determine if your site visibility lost is directly related to Core Algorithm updates by ruling our other factors including site migration, links lost, etc.
• Find the best solution classed by impact (e.g. Improved content, disavowing, structure/navigation/taxonomy, internal linking or technical SEO)
• Examine and evaluate the immediate and long term impact

Overview

Look. It's 2020. Automation is a real thing for e-commerce so you have to work with it. That said, you don't have to give up all control - you have options. We'll explain it in this session. Oh, and about that 800 lb Gorilla (psst...its Amazon), we'll show you clever tactics to compete against them too.

After this session, you'll be able to:

• Use Google's smart shopping in new ways and take advantage of automation
• Understand Amazon's presence in Shopping auctions and compete more effectively
• Leverage recent shopping enhancements from Google & Microsoft

Overview

The fastest way to increase revenues and profits from your SEO and PPC initiatives is to improve your landing page performance.  In this session, you’ll learn how to build pages that rank higher and generate better traffic and how to test offers and other page elements to increase your conversion rates.

After this session, you’ll be able to:

• Understand the structure of successful B2B pages and how it impacts your rankings and quality scores
• Identify most valuable keywords and find quick win opportunities
• Know what to test, how to test and evaluate your results
• How to incorporate best practices for continuous improvement

Overview

In this packed session, you'll get a deep dive into the impact of SERP features on different verticals within the UK SERPs and an overview of the types of SERP features that appear across 23 different verticals, with particular emphasis on Featured Snippets. Plus, you'll get insights into how you can accurately track the impact these features are having on your own rankings, and across your industry. Then you'll get a look at knowledge panels for brands. Having a knowledge panel on your Brand SERP is absolutely essential to your credibility in the eyes of your audience, and means that Google has understood who you are and what you do... which is essential to your entire SEO strategy. You'll discover what the stakes are for your brand, and how to get your place in Google's Knowledge Graph.

After this session, you'll be able to:

• Know which 'blocks' and rich snippets are prevalent in your specific industry or vertical
• Optimize, test and refine your understanding and use of SERP features; particularly Featured Snippets, People Also Ask, and Reviews / Star Ratings
• Get your place in Google's Knowledge Graph
• Make the knowledge panel on your Brand SERP look sexy

Overview

In this session, we'll compare and contrast what leading Amazon marketers are doing versus leading search marketers. While foundationally similar, we'll explore how you'll need to adjust processes and priorities to succeed on Amazon

After this session, you'll be able to:

• Understand the stages in Amazon marketing process, and how advanced teams work with Amazon in 2020
• Capitalize on your search marketing knowledge and understand the major differences between Amazon and search marketing
• Develop winning strategies from basic competitive tactics to more advanced holistic approaches to Amazon marketing

Overview

Very few B2B marketers are running successful YouTube Ads. It's a missed opportunity. Get your targeting right and YouTube Ads can be incredibly cost-effective. Join this session to learn how to create compelling ad content, take advantage of new targeting features essential to B2B marketers, avoid wasting your budget, and get viewers to take action.

After this session, you'll be able to:

• List the four magic ingredients you'll need to make your YouTube Ad a success
• Take advantage of targeting layers to better reach the right audience
• Increase conversion rates with end screens and the like