SMX Virtual Agenda 2020
SMX London – Tuesday, 19 May, 2020 |
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Time | SEO | SEM/PPC | Local |
9:00-9:15 | Welcome and Opening Remarks | ||
9:15-10:15 | A SEO Dream Team Unpacks The SEO Periodic Table
A SEO Dream Team Unpacks The SEO Periodic TableOverviewThe 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:
Speakers
CEO & Director Organic Search, Peak Ace AG, @basgr
Managing Director, Marketing Signals,
Global Brand Ambassador, Majestic, @Dixon_Jones
Founder, Decabbit Consultancy, @JudithLewis
Co-Founder, The Coloring In Department, ModeratorBarry Schwartz Contributing Editor, Search Engine Land, @rustybrick |
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10:15-10:30 | Coffee Break | ||
10:30-11:15 | Links In Context: Improving Traffic Quality Alina Ghost - Amara Living, SEO Manager Dixon Jones - Majestic, Global Brand Ambassador Links In Context: Improving Traffic QualityOverviewThere 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:
Speakers
Amara Living, SEO Manager @mrsalinaghost
Majestic, Global Brand Ambassador @Dixon_Jones ModeratorBarry Schwartz Contributing Editor, Search Engine Land, @rustybrick |
PPC Optimization in 2020: What's Fresh and New, What's Tried and True Aaron Levy - Tinuiti, Director, SEM Jason Miller - , Digital Marketing Strategist PPC Optimization in 2020: What's Fresh and New, What's Tried and TrueOverviewPaid 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:
Speakers
Tinuiti, Director, SEM @bigalittlea
, Digital Marketing Strategist @JasonMillerCA ModeratorMatt Van Wagner President, Find Me Faster, @mvanwagner |
Advanced GMB Tactics for SEOs: UTM Tagging and Addressing Suspensions Tim Capper - Online Ownership, SEO Director Claire Carlile - Claire Carlile Marketing, Chartered Marketer Advanced GMB Tactics for SEOs: UTM Tagging and Addressing SuspensionsOverviewThis 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:
Speakers
Online Ownership, SEO Director @GuideTwit
Claire Carlile Marketing, Chartered Marketer ModeratorGreg Sterling Contributing Editor, Search Engine Land , , @gsterling |
11:15-11:30 | Break | ||
11:30-12:15 | Google Algorithms VS. Google Penalties, Explained By An Ex-Google Pedro Dias - apis3, Managing Partner Google Algorithms VS. Google Penalties, Explained By An Ex-GoogleOverviewBeen 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:
Speakers
apis3, Managing Partner ModeratorBarry Schwartz Contributing Editor, Search Engine Land, @rustybrick |
The Pros And Cons Of Automation Gianluca Binelli - Booster Box, Managing Director Nils Rooijmans - Water Cooler Topics, Search Consultant The Pros And Cons Of AutomationOverviewAutomation 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:
Speakers
Booster Box, Managing Director
Water Cooler Topics, Search Consultant ModeratorBrad Geddes Co-Founder, AdAlysis, @bgTheory |
The Local Ads Landscape: Search and Social Oliver Ewbank - Paid Media Consultant, Reeyap.com Jon Quinton - Overdrive Digital, Founder The Local Ads Landscape: Search and SocialOverviewLocalized 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:
Speakers
Overdrive Digital, Founder @JonQuinton1 ModeratorGreg Sterling Contributing Editor, Search Engine Land , , @gsterling |
12:15-1:00 | Lunch Break | ||
1:00-1:45 | Behind The Scenes With Google Search Console And Bing Webmaster Tools Fabrice Canel - Bing, Principal Program Manager Daniel Waisberg - Google, Search Advocate Behind The Scenes With Google Search Console And Bing Webmaster ToolsOverviewGet 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:
Speakers
Bing, Principal Program Manager @facan
Google, Search Advocate @danielwaisberg ModeratorBarry Schwartz Contributing Editor, Search Engine Land, @rustybrick |
From Targeting Practice To Targeting Perfection: Your Key To Better Results Marcus Knight - Prospect Knight, Co-Founder Ben Wood - Hallam Internet, Marketing Services Director From Targeting Practice To Targeting Perfection: Your Key To Better ResultsOverviewThink 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:
Speakers
Prospect Knight, Co-Founder @marcusknight
Hallam Internet, Marketing Services Director @iambenwood ModeratorMatt Van Wagner President, Find Me Faster, @mvanwagner |
Optimizing Local Campaigns And Landing Pages For More Conversions Andrew Cock-Starkey - Optimisey, Founder Wesley Parker - Clicteq, Managing Director Optimizing Local Campaigns And Landing Pages For More ConversionsOverviewYour 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:
Speakers
Optimisey, Founder @Optimisey
Clicteq, Managing Director ModeratorGreg Sterling Contributing Editor, Search Engine Land , , @gsterling |
1:45-2:00 | Coffee Break | ||
2:00-2:45 | EAT: Identify What's Holding Us Back Jess James - Erudite, Technical SEO Consultant Izzy Smith - Ryte, SEO Analyst EAT: Identify What's Holding Us BackOverviewJoin 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:
Speakers
Erudite, Technical SEO Consultant
Ryte, SEO Analyst ModeratorBarry Schwartz Contributing Editor, Search Engine Land, @rustybrick |
Data Reporting For Actionable Results Luke Carthy - LukeCarthy.com, eCommerce Consultant Helen Pollitt - Arrows Up, Managing Director Data Reporting For Actionable ResultsOverviewReporting 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:
Speakers
LukeCarthy.com, eCommerce Consultant
Arrows Up, Managing Director ModeratorBrad Geddes Co-Founder, AdAlysis, @bgTheory |
The State Of Offline Conversion Tracking Russell McAthy - RingSide, Founder and CEO Tim Stewart - trsdigital, Digital Consultant The State Of Offline Conversion TrackingOverviewMost 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. Speakers
RingSide, Founder and CEO @therustybear
trsdigital, Digital Consultant ModeratorGreg Sterling Contributing Editor, Search Engine Land , , @gsterling |
2:45-3:00 | Break | ||
3:00-3:45 | Leveraging Schema And Structured Data For Maximum Effect Mario La Malfa - Merkle, Senior Technical SEO Lead Paul Lovell - Always Evolving SEO, Founder Leveraging Schema And Structured Data For Maximum EffectOverviewGoogle 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:
Speakers
Merkle, Senior Technical SEO Lead
Always Evolving SEO, Founder @_PaulLovell ModeratorBarry Schwartz Contributing Editor, Search Engine Land, @rustybrick |
Optimizing Your Bidding Strategy Wijnand Meijer - TrueClicks, Co-founder & CEO Liam Wade - Impression Digital Limited, Head of PPC Optimizing Your Bidding StrategyOverviewShould 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:
Speakers
TrueClicks, Co-founder & CEO @wijnandmeijer
Impression Digital Limited, Head of PPC ModeratorBrad Geddes Co-Founder, AdAlysis, @bgTheory |
Is Voice Search Even A Thing? Sathya Krishnamurthy - Milestone Inc., VP of Product Is Voice Search Even A Thing?OverviewGoogle 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:
Speakers
Milestone Inc., VP of Product @sathya_speaks ModeratorGreg Sterling Contributing Editor, Search Engine Land , , @gsterling |
3:45-4:15 | Networking |
SMX London – Wednesday, 20 May, 2020 |
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Time | SEO | SEM/PPC | B2B |
9:00-9:45 | Search Marketing During A Time Of Change & Challenges
Search Marketing During A Time Of Change & ChallengesOverviewSearch 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. Speakers
Senior Digital Marketing Manager, Checkout.com,
Head of SEO, Funding Options, ModeratorGreg Sterling Contributing Editor, Search Engine Land , , @gsterling |
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9:45-9:50 | Break | ||
9:50-10:20 | Competitor Research in a Semantic-Led World Joe Williams - Tribe SEO, CEO Competitor Research in a Semantic-Led WorldOverviewWhat 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:
Speakers
Tribe SEO, CEO ModeratorKathy Bushman Director, Events Content, Third Door Media, @kathybushman |
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10:20-10:35 | Coffee Break | ||
10:35-11:20 | Content For People and For Google Olga Andrienko - SEMrush, Head of Global Marketing Ed Challinor - Smileworks Liverpool, CEO and Co-Founder Content For People and For GoogleOverviewThe 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:
Speakers
SEMrush, Head of Global Marketing @olgandrienko
Smileworks Liverpool, CEO and Co-Founder ModeratorBarry Schwartz Contributing Editor, Search Engine Land, @rustybrick |
Driving More ROI From Your Facebook Ads Byron Marr - Aira, Paid Media Strategist Jon Quinton - Overdrive Digital, Founder Driving More ROI From Your Facebook AdsOverviewFacebook 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:
Speakers
Aira, Paid Media Strategist
Overdrive Digital, Founder @JonQuinton1 ModeratorKathy Bushman Director, Events Content, Third Door Media, @kathybushman |
Profitable B2B Ad Campaign Strategies Ann Stanley - Anicca Digital, Managing Director Profitable B2B Ad Campaign StrategiesOverviewA 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:
Speakers
Anicca Digital, Managing Director @annstanley ModeratorMatt Van Wagner President, Find Me Faster, @mvanwagner |
11:20-11:30 | Break | ||
11:30-12:15 | The Art Of Crawling: Beyond The Basics Of Crawl And Index Budget Bastian Grimm - Peak Ace AG, CEO & Director Organic Search The Art Of Crawling: Beyond The Basics Of Crawl And Index BudgetOverviewAlmost 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:
Speakers
Peak Ace AG, CEO & Director Organic Search @basgr ModeratorBarry Schwartz Contributing Editor, Search Engine Land, @rustybrick |
Future-Proofing Paid Search Strategies For A World That Hates Cookies Fabian Van De Wiele - CLICKTRUST, President Future-Proofing Paid Search Strategies For A World That Hates CookiesOverviewGDRP, 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:
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Identifying Content Opportunities And Measuring Its Effect On The Customer Journey Justin Abrams - BrightEdge, Senior Solutions Consultant Matthew Kay - Aira, Head of Operations Identifying Content Opportunities And Measuring Its Effect On The Customer JourneyOverviewHave 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:
Speakers
BrightEdge, Senior Solutions Consultant @cuzzinjustin
Aira, Head of Operations ModeratorKathy Bushman Director, Events Content, Third Door Media, @kathybushman |
12:15-1:00 | Lunch | ||
1:00-1:45 | Google BERT: What SEOs And Marketers Need to Know Dawn Anderson - Bertey, Managing Director Google BERT: What SEOs And Marketers Need to KnowOverviewJoin 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:
Speakers
Bertey, Managing Director @dawnieando ModeratorBarry Schwartz Contributing Editor, Search Engine Land, @rustybrick |
Make Your Instagram Story Ads Shine At Every Stage Of Your Sales Funnel Dan Lifton - Overdrive Digital, Paid Media Account Manager Make Your Instagram Story Ads Shine At Every Stage Of Your Sales FunnelOverviewStories 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:
Speakers
Overdrive Digital, Paid Media Account Manager ModeratorKathy Bushman Director, Events Content, Third Door Media, @kathybushman |
Lead Scoring: Tuning Your Campaigns To Improve Lead Quality Nicolò Pagliari - Saxo Bank, Performance Marketing Lead Lead Scoring: Tuning Your Campaigns To Improve Lead QualityOverviewPPC 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:
Speakers
Saxo Bank, Performance Marketing Lead ModeratorMatt Van Wagner President, Find Me Faster, @mvanwagner |
1:45-2:00 | Coffee Break | ||
2:00-2:45 | Learn From the Winner Of The Google Algorithm Update And How You Can Recover From A Search Visibility Loss Kevin Gibbons - Re:signal, CEO and Founder Khushal Khan - Re:signal, Senior SEO Consultant Learn From the Winner Of The Google Algorithm Update And How You Can Recover From A Search Visibility LossOverviewThe 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:
Speakers
Re:signal, CEO and Founder @kevgibbo
Re:signal, Senior SEO Consultant @khushal ModeratorBarry Schwartz Contributing Editor, Search Engine Land, @rustybrick |
Making Smart Campaigns Smarter and Dealing with the 800 lb Gorilla in the Auction Mike Ryan - Smarter Ecommerce, Team Lead Product Mgmt Making Smart Campaigns Smarter and Dealing with the 800 lb Gorilla in the AuctionOverviewLook. 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:
Speakers
Smarter Ecommerce, Team Lead Product Mgmt ModeratorMatt Van Wagner President, Find Me Faster, @mvanwagner |
Optimized B2B Landing Pages That Convert James Brockbank - Digitaloft, Managing Director & Founder Melissa Mackey - Gyro, Search Supervisor Optimized B2B Landing Pages That ConvertOverviewThe 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:
Speakers
Digitaloft, Managing Director & Founder @brockbankjames
Gyro, Search Supervisor @Mel66 ModeratorMatt Van Wagner President, Find Me Faster, @mvanwagner |
2:45-3:00 | Break | ||
3:00-3:45 | The Ins and Outs of Featured Snippets and Knowledge Panels Jason Barnard - Kalicube SAS, Digital Marketing Consultant Paige Hobart - ROAST, SEO Team Director The Ins and Outs of Featured Snippets and Knowledge PanelsOverviewIn 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:
Speakers
Kalicube SAS, Digital Marketing Consultant @jasonmbarnard
ROAST, SEO Team Director ModeratorBarry Schwartz Contributing Editor, Search Engine Land, @rustybrick |
Amazon Marketing: What Search Marketers Need to Know Anders Hjorth - Innovell, Digital Marketing Strategist Amazon Marketing: What Search Marketers Need to KnowOverviewIn 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:
Speakers
Innovell, Digital Marketing Strategist @soanders ModeratorMatt Van Wagner President, Find Me Faster, @mvanwagner |
What?! You Haven't Tried YouTube Ads For B2B Marketing? Justin Deaville - Receptional, Managing Director What?! You Haven't Tried YouTube Ads For B2B Marketing?OverviewVery 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:
Speakers
Receptional, Managing Director ModeratorMatt Van Wagner President, Find Me Faster, @mvanwagner |
3:45-4:15 | Networking |