Welcome and Opening Remarks
Focus
Track
Keynote
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:
Focus
Track
SEO
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:
Focus
Track
SEM⁄PPC
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:
Focus
Track
Local
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:
Focus
Track
SEO
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:
Focus
Track
SEM⁄PPC
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:
Focus
Track
Local
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:
Focus
Track
SEO
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:
Focus
Track
SEM⁄PPC
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:
Focus
Track
Local
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:
Focus
Track
SEO
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:
Focus
Track
SEM⁄PPC
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:
Focus
Track
Local
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.
Focus
Track
SEO
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:
Focus
Track
SEM⁄PPC
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:
Focus
Track
Local
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:
Focus
Track
Keynote
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.
Focus
Track
SEO
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:
Focus
Track
SEO
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:
Focus
Track
SEM⁄PPC
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:
Focus
Track
B2B
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:
Focus
Track
SEO
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:
Focus
Track
SEM⁄PPC
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:
Focus
Track
B2B
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:
Focus
Track
SEO
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:
Focus
Track
SEM⁄PPC
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:
Focus
Track
B2B
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:
Focus
Track
SEO
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:
Focus
Track
SEM⁄PPC
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:
Focus
Track
B2B
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:
Focus
Track
SEO
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:
Focus
Track
SEM⁄PPC
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:
Focus
Track
B2B
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:
Editorial & Sponsored Sessions
Sessions on this agenda fall into two main categories: "editorial" and "sponsored".
Most sessions at SMX are editorial - meaning speakers have been selected solely based on the quality of their content. These sessions are organized by the SMX programming team and Search Engine Land editors - they do not have paid spots and no speaking slots are sold. Editorial sessions are only open to All Access pass holders.
Sponsored sessions, like those on our Solutions Track, are paid speaking slots. The content is produced by the sponsor. Solution Spotlights are brief paid introductions given by sponsors and exhibitors. Sponsored sessions are open to all pass holders.
Track Sponsors have their company associated with a particular track, in the way that sponsors also are associated with the entire show. However, Track Sponsors do not program a track or have editorial speaking slots on it. Similarly, show sponsors do not influence or control the overall editorial sessions.