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SMX London 2018 Agenda

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Calendar

Full Conference Agenda - Tuesday, 22nd May

8:00 AM-9:00 AM

Breakfast & Registration

9:00 AM-10:00 AM

Keynote: Age of Assistance

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    General

Overview

Ready for some crystal ball gazing? Search is no longer limited to text on a computer screen - it's often voice activated and happens across mobile and internet of things devices like smart home speakers. In this keynote talk, Behshad Behzadi, who heads up Google's Assistant initiative, will take you on a roller coaster ride from where we are today to what the future holds, including how some future tech is already here and having a significant impact on marketing campaigns.

Speakers

Behshad Behzadi

Distinguished Engineer, Google, @BehshadBehzadi

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.

Speakers

Marcus Tober

Founder/CTO, Searchmetrics Inc., @marcustober

Marcela De Vivo

Corporate Speaker, SEMrush, @marceladevivo

Nick Wilsdon

SEO Lead - Global Channel Optimisation, Vodafone, @nickwilsdon

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.

Speakers

Navah Hopkins

Services Innovation Strategist, WordStream, @navahf

Alistair Dent

Managing Director, iCrossing UK, @alistairdent

Moderator

Brad Geddes
Co-Founder, AdAlysis, @bgTheory

The Future of Search (10:45 AM-11:30 AM)

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Overview

Image and voice search are becoming more and more integrated into our daily lives. From the user-tailored fulfillment capabilities of devices like Amazon's Alexa and Google Home to discovering billions of ideas made possible by Pinterest's visual search technologies, it is clear that emerging search tools are quickly rendering the keyboard obsolete. Join Laura Hampton, Head of Marketing & PR, Impression, as she chats to a dynamic panel about the current capabilities of search and how new technologies will evolve search in the future.

Speakers

James Murray

Product Marketing Manager, Bing

Ben Wood

Marketing Services Director, Hallam Internet

Arianne Donoghue

Strategy Director, Epiphany

Laura Hampton

Head of Marketing & PR, Impression

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

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.

Speakers

Aleyda Solis

International SEO Consultant, Orainti, @aleyda

Nick Wilsdon

SEO Lead - Global Channel Optimisation, Vodafone, @nickwilsdon

JuanFelipe Rincon

Global Lead - Search Outreach, Google

Moderator

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

The Art & Science Of Crafting Successful Ads

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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.

Speakers

Amy Balliett

CEO, Owner, Cofounder, Killer Infographics, @topinfographics

Brad Geddes

Co-Founder, AdAlysis, @bgTheory

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

How to Implement a Winning PPC Strategy in a Digital Landscape Dominated by 'The Duopoly' (1:00 PM-1:45 PM)

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Overview

Brands have mountains to climb to meet shopper expectations and the ecosystems in which they operate are becoming more complex everyday. In this session, Marin will discuss the dominance of the duopoly that is Google and Facebook within the context of digital advertising and analyze how some brands - or one in particular (Amazon), are simultaneously disrupting a wide range of industries including digital advertising. In combination, these variables can create challenges in driving growth, and equally, create real challenges for advertisers. However, with challenges come opportunities and we'll delve into how digital marketers can implement winning digital marketing strategies in an online environment dominated by 'the duopoly' - And possibly in the near future, a 'triply'.

Speakers

Richard May

RVP Sales, Marin Software

2:00 PM-2:05 PM

Transition

2:05 PM-3:00 PM

Going All-in On AMP

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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.

Speakers

Aleyda Solis

International SEO Consultant, Orainti, @aleyda

Peter Nikolow

Managing director, Mobilio, @peternikolow

Assaf Grabinsky

Strategic Partner Development Manager, Google, @grbnsk

Moderator

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

Taking Audience Targeting To The Next Level

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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.

Speakers

Moderator

Brad Geddes
Co-Founder, AdAlysis, @bgTheory

Leveraging AI To Win Paid Search For N Brown Group Brands (2:05 PM-2:50 PM)

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Overview

Winning in paid search for retail brands can be tough with one brand, let alone three! Hear how agency Carat.com utilized Adthena's AI Driven Competitive Intelligence which helped N Brown Group dominate paid search for Jacamo, JD Williams, and SimplyBe.

In this session, we'll cover how N Brown Groups brand secured greater market share for their three brands starting from zero to hero. We'll also cover how a leading agency can leverage new tech into their day-to-day workflows to boost performance for client accounts.

Speakers

Ashley Fletcher

VP Marketing, Adthena

Emma Hanna

Associate Director - Paid Search, Carat.com
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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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.

Speakers

Bartosz Goralewicz

Co-Founder, Head of SEO, Elephate, @ElephateSEO

Tom Anthony

Vice President, Product, Distilled, @TomAnthonySEO

James Finlayson

Head of Search, Verve Search, @jamesfinlayson

Moderator

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

Perfect Your SEM Testing: How & Why To Evaluate Everything

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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.

Speakers

Duane Brown

Founder & Head of Strategy, Take Some Risk Inc., @duanebrown

George Gangar

Senior Search Account Manager, Merkle Periscopix, @GeorgeGangar

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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    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.

Speakers

Hannah Thorpe

Managing Director, White.net

Arsen Rabinovich

Founder/Director of SEO, TopHatRank.com LLC, @tophatarsen

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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    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.

Speakers

Brad Geddes

Co-Founder, Adalysis, @bgTheory

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

5:30 PM-6:30 PM

Reception

Calendar

Full Conference Agenda - Wednesday, 23rd May

8:00 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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    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

Automating Content Creation With Natural Language Generation

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    SMX Advanced

Overview

Great content is absolutely essential to both ranking well and persuading visitors to take action. The problem is that creating great content is difficult and expensive, especially for sites that have thousands or millions of pages or products. But a new generation of tools makes it easy to create great content automatically, at a fraction of the cost of manual production. Learn how these tools can have a dramatic impact on your own content creation process.

Speakers

Mikkel deMib Svendsen

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

Moderator

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

Winning With Social Ads

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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.

Speakers

Caitlin Halpert

Sr Director, Growth Engineer, 3Q Digital, @caitlin_halpert

Sarah Lively

Director of Social Media Marketing, Nebo Agency, @sarahinatlanta

Samantha Lloyd

Digital Marketing Manager, Penn Foster, @PennFoster

Moderator

Anders Hjorth
Digital Marketing Strategist, Innovell, @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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    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 Expert, SearchBrothers, @filiwiese

Moderator

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

All Google Manual Penalties Explained

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    SMX Advanced

Overview

Join ex-Google engineer Fili Wiese as he 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.

Speakers

Fili Wiese

SEO Expert, SearchBrothers, @filiwiese

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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    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.

Speakers

Mark Meijs

Sr. PPC Consultant, iProspect Netherlands, @Mark_Meijs

Ann Stanley

Managing Director, Anicca Digital, @annstanley

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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    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?

Attend this session 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.

Speakers

Aleh Barysevich

Founder and CMO, SEO PowerSuite, @ab80

Moderator

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

JavaScript & PWAs: What SEOs Need To Know

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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.

Speakers

Maria Cieslak

Senior Technical SEO, Elephate, @McCieslak

Moderator

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

B2B SEM: Meeting Specific Challenges With Really Smart Tactics

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    Issues & Tactics

Overview

Some challenges facing B2B search advertising buyers are unique:
- finding enough search volume on technical, niche keywords
- keeping clear of high volume consumer-oriented keywords
- attributing properly despite long sales cycles and conversions that frequently take place offline
...to mention just to mention a few.

In this session, seasoned B2B SEMs will share their hard-learned strategies and tactics for creating profitable B2B ad campaigns.

Speakers

Jeroen Maljers

CEO & Co-Founder, Swydo, @swydo

Adam Proehl

Partner & Co-Founder, NordicClick Interactive Corporation, @adamproehl

Moderator

Anders Hjorth
Digital Marketing Strategist, Innovell, @soanders

1:55 PM-2:00 PM

Transition

2:00 PM-2:55 PM

Optimising Content For Voice Search & Virtual Assistants

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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

Design Thinking For SEO On A Global Scale

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    SMX Advanced

Overview

LinkedIn's SlideShare presentation sharing site is an SEO powerhouse. Nine out of ten users arrive via search engines and it continues to be a global top 100 site, ahead of eBay, Reddit, Bing and others. In this session, learn the top five strategies LinkedIn employs to ensure this massive driver of organic traffic continues to be a top destination for searchers.

Speakers

Arun Jay

Senior Product Manager, Growth & SEO, LinkedIn, @simplyarun

Moderator

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

Google Tag Manager Can Do WHAT?

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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.

Speakers

Stephanie Wallace

Senior Director of SEO, Nebo, @SWallaceSEO

Tom Bennet

Head of Product Development, Builtvisible, @tomcbennet

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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    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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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.

Speakers

Wijnand Meijer

Co-founder & CEO, TrueClicks, @wijnandmeijer

Arianne Donoghue

Strategy Director, Epiphany Search, @ArianneDonoghue

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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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.

Speakers

Fili Wiese

SEO Expert, SearchBrothers, @filiwiese

Anders Hjorth

Digital Marketing Strategist, Innovell, @soanders

Kathryn Parsons

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

Arianne Donoghue

Strategy Director, Epiphany Search, @ArianneDonoghue

Moderator

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

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