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SMX London 2018 Agenda

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Calendar

Full Conference Agenda - Tuesday, 22nd May

7:00 AM-9:00 AM

Breakfast & Registration

9:00 AM-10:00 AM

Welcome & Keynote - TBA

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    General

Overview

TBA

Moderator

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

10:00 AM-10:45 AM

Expo Hall Grand Opening & Refreshments

10:45 AM-12:00 PM

SEO Ranking Factors In 2018: What's Important, What's Not

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    SEO
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    SEO

Overview

The debate about Google ranking factors evolves with every algorithm update and each new theory about the influence of machine learning and AI. What's on the rise, what's on the decline and what still works?

You'll leave this session knowing the key elements that will deliver maximum SEO success in today's environment.

Moderator

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

The Latest & Greatest In Online Advertising

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    SEM
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    SEM

Overview

Much has changed since you last attended SMX London. The most significant change was the rollout of the new AdWords user interface. The starting place for ads is now ETAs and responsive ads. Google has been steadily automating many ad extensions, remarketing and dynamic remarketing have been extended to Gmail, customer match includes additional fields, and there are many more new and interesting options you should know about.

In this session, we will examine these new changes, ensure you are up to date on the latest and greatest information and can maximise the performance of your campaigns in this brave new world.

Moderator

Brad Geddes
Co-Founder, AdAlysis, @bgTheory

12:00 PM-1:00 PM

Lunch & Expo Hall Time

1:00 PM-2:00 PM

Succeeding With Google's Mobile-First Index & Mobile-Friendly World

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    SEO
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    SEO

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.

Moderator

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

The Art & Science Of Crafting Successful Ads

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Level: Advanced
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    SEM
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    SEM

Overview

With all the options available in AdWords and Bing Ads, creating simple, effective ads has never been so complex. In this session, we'll cover both the art and mechanics of crafting great online ads. We'll cover creative copywriting, how to assemble ad formats, extensions and targeting options for greatest potency, how to design and deploy display ads of every shape and size and how to integrate ad automation tactics for greater scale and messaging precision.

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

2:00 PM-2:05 PM

Transition

2:05 PM-3:00 PM

Going All–in On AMP

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    SEO
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    SEO

Overview

AMP –– Accelerated Mobile Pages –– is no longer an up–and–coming experimental project. It's now integrated into Google's regular results, and Google has doubled down, pushing site owners in every business vertical to convert their sites to support the specification.

Whether you're just getting started with AMP or are looking to get more from your existing AMP efforts, this session explores the latest developments and what you should do to take advantage of them.

Moderator

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

Taking Audience Targeting To The Next Level

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Level: Advanced
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    SEM
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    SEM

Overview

Audience targeting allows you to be precise in choosing who sees your ads and the bids for each group. Enhance your toolbox with targeting options such as demographics, similar lists, in-market audiences and CRM data. Create custom combinations and fine-tune the 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.

Moderator

Brad Geddes
Co-Founder, AdAlysis, @bgTheory
3:00 PM-3:30 PM

3:00 PM-3:30 PM

Refreshments & Expo Hall Time

3:30 PM-4:30 PM

The Latest In Advanced Technical SEO

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    SEO
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    SEO

Overview

Even battle–scarred SEO veterans can run into serious challenges when they dive into website infrastructure and find that things have gotten very complicated. URL parameter facets + pagination + canonicalisation? Mobile–first considerations + hreflangs tags for international versions? Rel next⁄prev + AJAX?

Stumped on some of these issues? You're not alone.

In this session, you'll hear how experts tackle crazy–complicated technical issues that sabotage even the best SEO efforts.

Moderator

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

Perfect Your SEM Testing: How & Why To Evaluate Everything

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    SEM
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    SEM

Overview

Want to write the best ads the world has ever seen, then prove you've done it? Trying to fine–tune your landing page or just test your latest hypotheses?

This session focusses on the process of designing, implementing and measuring the results of search advertising testing. You'll learn what can and cannot be tested, how to design robust tests and develop the skills to identify all the biases and underlying problems of testing PPC campaigns.

Our panelists will talk about best-practice processes and illustrate with case studies how to design the most effective keyword, bid-level, messaging and landing page tests. You'll also get insights into how to test and validate higher–level business questions that you must answer to successfully implement search advertising campaigns.

Moderator

Brad Geddes
Co-Founder, AdAlysis, @bgTheory
4:30 PM-4:35 PM

4:30 PM-4:35 PM

Transition

4:35 PM-5:30 PM

Solving Complex SEO Problems When Standard Fixes Don't Apply

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Level: Advanced
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    SEO
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    SEO

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 show how to go beyond tools to find which metrics give an immediate indication of much larger problems. And they'll offer proven strategies and tactics that work when standard technical SEO fixes do not.

Moderator

Mikkel deMib Svendsen
Founding Partner & Director of R&D, Waimea Digital, @demib

Faster & Smarter: Moving From Manual To Automated SEM Campaign Management

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Level: Advanced
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    SEM
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    SEM

Overview

Whether you are running a single campaign or managing multiple accounts for different clients, your ability to stay ahead of your competition depends on how quickly and effectively you manage and leverage your time.

In this session, we'll show you tactics, strategies and tools to move from manual to automated management of repetitive tasks. You'll also get prepared for new artificial intelligence (AI) tools that promise to radically change how you manage your campaigns.

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

5:30 PM-6:30 PM

Reception

Calendar

Full Conference Agenda - Wednesday, 23rd May

7:00 AM-9:00 AM

Breakfast/Registration

9:00 AM-10:15 AM

The AI Revolution: Using Machine Learning To Super-Charge Your SEO Campaigns

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Level: Advanced
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    SEO
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    SMX Advanced

Overview

Search marketers who want to keep users engaged and maximise ROI are starting to use AI, machine learning and deep learning systems to uncover new intent-based insights, automate labour-intensive tasks and provide a whole new level of personalisation to guide website visitors through their purchase funnel.

In the session, learn how new intelligent technologies are allowing search marketers to make faster and smarter decisions fuelled by a new level of accuracy and intelligent insights.

Speakers

Jim Yu

CEO, BrightEdge, @jimyu

Moderator

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

Optimising Content For Voice Search & Virtual Assistants

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Level: Advanced
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    SEO
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    SMX Advanced

Overview

In the age of mobile devices and virtual assistants, the future of SEO requires optimising content for voice search. New voice–search technologies such as Apple's Siri, Amazon Alexa and Google Assistant are further accelerating the trend towards voice search. Marketers and merchants must prepare now for a future in which voice and virtual assistants play a much larger role in content discovery and driving conversions. This session explores how to optimise your content and user experience for a future in which half or more of all queries will be voice–driven.

Speakers

Pete Campbell

Managing Director, Kaizen, @petecampbell

Moderator

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

Winning With Social Ads

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    Issues & Tactics

Overview

As organisations accelerate their push to integrate online and offline marketing, it's crucial to understand how social ads fit into the big picture. Social media certainly contributes to enhance brand exposure, but it also can boost customer engagement and satisfaction, lead to measurably improved ROI and more.

In this session, our panelists offer case studies that illustrate what success (and failure) looks like in today's complex multichannel environment.

Moderator

Anders Hjorth
Partner, altima°, @soanders

10:15 AM-10:45 AM

Refreshment Break & Expo Hall Time

10:45 AM-12:00 PM

A Deep Dive Under The Bonnet Of Google's New Search Console

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    SEO
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    SMX Advanced

Overview

Many SEOs live, breathe and sleep in the Google Search Console. With the recent revamp and rollout of a new, improved Search Console, you now will be able to access the new search performance, index coverage, AMP status and job posting reports, as well as many other powerful features.

In this session, learn how to take maximum advantage of the new reports that Google have said provide "more transparency into Google's indexing," stateful two-way communications between Google and website owners to help resolve issues faster, and a responsive user-interface.

Speakers

Fili Wiese

SEO Consultant, SearchBrothers, @filiwiese

Moderator

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

All Google Manual Penalties Explained

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    SEO
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    SMX Advanced

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. In this session, you'll learn:
- the various penalty types.
- how they impact your website.
- how to successfully remove penalties.
- how to successfully communicate with with Google.
- how to avoid manual penalties in the future.

Moderator

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

Searching For Shoppers: How To Succeed With E-commerce Campaigns

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    SEM
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    Issues & Tactics

Overview

As Google Product Listing Ads and Bing Product Ads continue to gain click share against text ads, merchants must continually evolve their strategies to stay ahead of the competition.

Learn to evaluate and optimise your feeds and bidding strategies to drive more sales at target CPAs and appear within regular Google searches whenever Google believes there's a shopping match.

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

12:00 PM-1:00 PM

Lunch & Expo Hall Time

1:00 PM-1:55 PM

Satisfying The Need For Speed

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Level: Advanced
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    SEO
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    SMX Advanced

Overview

A fast site provides a good user experience and leads to higher conversions. Page speed is a both a Google ranking factor and a crucial signal for measuring user satisfaction. Do you want to optimise your website for maximum speed but don't know how?

Join former Google Search Quality team member Fili Wiese for a comprehensive tutorial on optimising your site for speed. You'll take away insights and actionable tactics about prioritisation, which tools to use efficiently and which mistakes to avoid while making your website blazing fast.

Moderator

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

JavaScript & PWAs: What SEOs Need To Know

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    SEO
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    SMX Advanced

Overview

Users expect dynamic, responsive and interactive websites that are both functional and super–fast. JavaScript enables developers to build these types of websites. And Progressive Web Apps (PWAs) allow developers to create responsive, application–like experiences for mobile and desktop devices.

This session explores the challenges of building a new generation of fast and functional sites and offers tips and techniques to ensure those sites will rank well by making content accessible to search engines.

Moderator

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

TBA

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    SEO
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    Issues & Tactics

Overview

TBA

Moderator

Anders Hjorth
Partner, altima°, @soanders

1:55 PM-2:00 PM

Transition

2:00 PM-2:55 PM

TBA

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    SEM
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    SMX Advanced

Overview

TBA

Moderator

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

TBA

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    SEM
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    SMX Advanced

Overview

TBA

Moderator

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

Google Tag Manager Can Do WHAT?

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Level: Advanced
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    Issues & Tactics

Overview

Most search marketers are familiar with using Google Tag Manager for analytics, conversion tracking, remarketing and other tasks that provide insights into what visitors are doing on a site. But with a little imagination, GTM can be an incredibly powerful platform that can elevate your SEO efforts.

In this session, our panelists will show you how this largely unknown and powerful functionality can be used to help you make better business decisions.

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

2:55 PM-3:30 PM

Refreshment Break

3:30 PM-4:25 PM

Migration Best Practices: Successfully Relaunching Your Website

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Level: Advanced
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    SEO
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    SMX Advanced

Overview

Are you planning on switching to HTTPS, introducing a new CMS, changing hosting providers or relaunching your templates? Many things can go wrong, and most of the consequences are severe –– but we've got you covered! In this session, Bastian Grimm will share hands-on advice on how you should plan your relaunch, as well as how to avoid the most common problems. 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

Kathryn Parsons

Global Search Engine Optimisation Manager RRP, Philip Morris International, @urbanwebkat

Moderator

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

Essential Reports For Search Marketers

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    SEM
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    Issues & Tactics

Overview

How can you show off your work to your clients and your boss? Give them a great report showing your work. How can you tell a story with the data that shows why things are working as they are? Create a data-driven story around your report.

We all know good reports are essential to the process of creating and tuning effective search marketing campaigns. Apart from standard reports, there are lesser-known and specialised reports that can improve all aspects of your efforts. In this session, our experts share their own favourite reports, show how they use them and explain how to create stories with the data to showcase your own efforts.

Moderator

Brad Geddes
Co-Founder, AdAlysis, @bgTheory

4:25 PM-4:30 PM

Transition

4:30 PM-5:15 PM

Ask The Search Marketing Experts

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    General

Overview

Get solutions to your most vexing search marketing challenges from our panel of veteran search marketing experts. This enlightening and entertaining PowerPoint-free session is a great way to wrap up your SMX London experience.

Moderator

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

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