Obsessed With SEO & SEM

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SMX London 2019 Agenda

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Calendar

Full Conference Agenda - Tuesday, 21st May

7:00 AM-9:00 AM

Breakfast & Registration

9:00 AM-10:00 AM

Welcome & Keynote

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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

Machine vs. Human: What Really Matters For SEO Success

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    SEO

Overview

When it comes to presenting the best results for any given query, Google favors generalized algorithmic improvements over band-aids that address specific problems. Yet Google also employs a team of search quality raters to evaluate and provide feedback on search results.

As an SEO, should you be meticulously analyzing search ranking algorithm updates or carefully studying each word of the 164-page Google quality raters guidelines? In this session, you'll learn what you should focus on and what really matters for SEO success in today's algorithmically-driven yet human-mediated ranking environment.

Moderator

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

What's New and Crucial in SEM

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    SEM

Overview

Every year bring constant updates in the world of search advertising. Some of the changes are minor, but others are crucial to understand and use as they change how you manage accounts, data, reporting and bidding.

In this session we'll explore what's new and crucial in SEM so you can make sure you are on top of all the latest developments and understand why you should be using them.

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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Not focused on delivering a great user experienced to mobile users? You are missing a huge and growing opportunity. Start by understanding the difference between mobile-first indexing and mobile-friendly SEO. Though linked at the hip, they are not the same. Mobile-first indexing means that Google's crawlers now primarily see your web pages as they are rendered by a smartphone.

SEO for the mobile=first index is different from traditional SEO. In this session, you'll learn how to construct a mobile-friendly SEO site for search engines that delivers exceptional user experiences for your human visitors.

Speakers

Nick Wilsdon

SEO Lead - Global Channel Optimisation, Vodafone, @nickwilsdon

Moderator

Barry Schwartz
News Editor, Search Engine Land, RustyBrick, @rustybrick

Spending Less, Getting More: A Comprehensive Guide To SEM Targeting

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    SEM

Overview

It used to be that you'd come up with a list of keywords, add some targeting and launch your campaign.

Not any more. In this session, we'll show you how to get the most out of all your targeting options right from the start — keywords and match–types, bids, devices, locations, audiences, ad copy and more — by leveraging them all together for maximum impact on ad spend and conversion.

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

2:00 PM-2:05 PM

Transition

2:05 PM-3:00 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 challenge when they dive into website infrastructure and find that things have gotten very complicated. URL parameter facets + pagination + canonicalization? Mobile-first considerations + hreflang 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

Barry Schwartz
News Editor, Search Engine Land, RustyBrick, @rustybrick

Automating Reporting With Google Data Studio

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    SEM

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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.

Google Data Studio is a free tool that allows you to unlock the power of your data with interactive dashboards and reports that help make smarter business decisions. Even better, you can automate much of the work so it happens while you sleep. This session shows you how.

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

3:00 PM-3:30 PM

Refreshments & Expo Hall Time

3:30 PM-4:30 PM

What's New With Markup & Structured Data

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    SEO

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Properly structured data is a critical and often forgotten element of getting great search results. For years, Google displayed results with "rich snippets," enhanced search results such as stars, images and additional information.

Without properly structured data, you could be losing out on quality traffic to your website. Our speakers will discuss some of the newer markup options and introduce you to advanced uses of structured data related to Google rich snippets that help you refine, update and optimize your content.

Moderator

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

Starting Fresh With Match Types & Account Structures

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    SEM

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Just when you thought you had built the perfect campaign structure to silo inbound SEM traffic by match-type to meet your ROAS goals with perfectly tuned bids and ads, everything changed. Updates to Google Ads and Bing Ads matching rules have upended many time-tested and reliable account structures.

In this session, you'll get a fresh take on the effectiveness of traditional account structures, how and when to consider a complete rebuild and what new hybrid account structures you should be considering to keep your campaigns competitive in the new world of SEM.

Speakers

Aaron Levy

Manager of Client Strategy, Elite SEM, @bigalittlea

Moderator

Brad Geddes
Co-Founder, AdAlysis, @bgTheory

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.

Speakers

Arsen Rabinovich

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

Hannah Thorpe

Head of SEO Strategy, Found, @hannahjthorpe

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
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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'll manage your campaigns.

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

5:30 PM-6:30 PM

Reception

Calendar

Full Conference Agenda - Wednesday, 22nd May

7:00 AM-9:00 AM

Breakfast & Registration

9:00 AM-10:15 AM

Optimising Content For Voice Search & Virtual Assistants

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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

Aleyda Solis

International SEO Consultant, Orainti, @aleyda

Moderator

Barry Schwartz
News Editor, Search Engine Land, RustyBrick, @rustybrick

SEO Gains Through Data Science

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    SMX Advanced

Overview

LinkedIn has integrated data science techniques into its SEO efforts for tracking, learning and helping to refine and improve ongoing search performance. In this session, they'll share how data science can help your brand to:

  • Use machine learning to understand what content ranks best and why, and then use this knowledge for quality control
  • Focus on the right metrics for developing more traffic
  • Combine forces with SEM/SEO by running cannibalization testing
  • Scale A/B testing with automation

Speakers

Eun-Ji Noh

Senior Data Scientist, LinkedIn

Moderator

Barry Schwartz
News Editor, Search Engine Land, RustyBrick, @rustybrick

Winning With Social Ads

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    SEM Issues & Tactics

Overview

As organizations accelerate their push to integrate online and offline marketing, it's crucial to understand how social ads fit into the big pictured. Social media certainly contributes to enhanced 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 multi–channel environment.

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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    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 has 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

Former senior Google Search Quality team member Fili Weisse 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 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

Creating & Managing Successful eCommerce Campaigns

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    SEM Issues & Tactics

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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 optimize 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

The Business Impact Of Technical Quick Wins

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    SMX Advanced

Overview

SEO is often feared or misunderstood by clients, managers or other non-technical stakeholders. In this session, learn how to be better equipped to champion the power of technical SEO hygiene and also how to communicate and report key success metrics in ways that non-SEOs can relate to and understand.

Speakers

Adrian Phipps

Global SEO Director, GSK (GlaxoSmithKline), @Adrianphipps

Moderator

Barry Schwartz
News Editor, Search Engine Land, RustyBrick, @rustybrick

The New Renaissance of JavaScript

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    SMX Advanced

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Developers love JavaScript for its flexibility and capabilities. But search engines still find it difficult to process JavaScript successfully. Google recently released a new SEO workaround, called dynamic rendering, that will support modern sites with JavaScript and sites that have a strong social media presence.

This session dives into the promise and reality of dynamic rendering. You'll get insights into how to implement this new process of switching between client–side rendered and pre–rendered content, and an up–close look at how dynamic rendering provides positive benefits for sites that rely heavily on JavaScript.

Moderator

Barry Schwartz
News Editor, Search Engine Land, RustyBrick, @rustybrick

Conversion Optimization: Turning Quick Wins Into Winning Streaks

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    SEM Issues & Tactics

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SEMs are under tremendous pressure to improve conversion performance ASAP! But don't rush things. Knowing where to focus and what to test first could be the difference between success and failure.

In this session, expert SEMs will show you how they identify quick wins and how to repeat successes over time. We'll cover landing page optimization techniques for B2B, B2C, lead generation, e–commerce and more.

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

1:55 PM-2:00 PM

Transition

2:00 PM-2:55 PM

Competitive Intelligence For Search Marketers

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    SMX Advanced

Overview

Success often hinges on both how well you execute search marketing tactics and techniques, as well as on how well you respond to competitors. Attend this session for advanced tactics that help you identify strengths and weaknesses, and gather tips for identifying opportunities and competitive threats. This highly tactical session will deliver actionable methods and tools designed to significantly improve your competitive edge.

Speakers

Igal Stolpner

VP Growth, Investing.com, @igalst

Moderator

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

Top-Tier Link Building With Data Storytelling

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    SMX Advanced

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Learn the 8 key success factors for building links using data storytelling based on an analysis of over 4,000 pieces of content marketing. Most fail when it comes to using data to earn links, as they don't realise how the smallest wrong move diminishes its potential links.

You'll see how to build a successful data story from scratch. This includes tools that will find data stories worth telling, tactics to make it newsworthy, resources to scale up your data and best practices for using data visualisation.

Speakers

Pete Campbell

Managing Director, Kaizen, @petecampbell

Moderator

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

Aligning Your Marketing With Your Customer's Journey

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    SEM Issues & Tactics

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In today's challenging marketing world, the ability to align messaging across channels, segment your best performing audiences and create cohesive journey-mapping from awareness through sales is critical for success. It's especially challenging because getting it right means closely collaborating and coordinating with multiple departments and stakeholders.

This session explores how to get in step with your customer (and your team) as they follow their own paths towards interest, engagement and conversion.

Moderator

Brad Geddes
Co-Founder, AdAlysis, @bgTheory

2:55 PM-3:30 PM

Refreshment Break

3:30 PM-4:25 PM

Maximizing Visual Search Potential

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    SMX Advanced

Overview

With recent improvements in both camera phones and search engine image feature detection capabilities, people are increasingly turning to visual search for finding products, planning travel and other activities. Optimizing for visual search can drive more traffic and significantly enhance user experience and conversion rates. This session explores the important techniques to fully leverage visual search.

Moderator

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

Advanced Tactics For Display & Video Ads

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    SEM Issues & Tactics

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The success of any integrated marketing effort relies on your ability to maximize the reach, awareness and performance of your display and video campaigns across multiple touch points. If you're already running campaigns on the Google Display Network and YouTube, or if you're just starting out with the new Bing Audience Ads and want to see greater success, this session is for you.

You'll get real-world insights on how to prioritize ad formats and creatively use audience segmentation, as well as strategies for picking placements, considerations for brand protection and the employment of attribution methods for display.

Moderator

Anders Hjorth
Digital Marketing Strategist, Innovell, @soanders

4:25 PM-4:30 PM

Transition

4:30 PM-5:15 PM

SEO Site Clinic

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Even the most knowledgeable SEOs are stumped sometimes, and everyone could use a regular SEO tuneup.

In this session, you'll have the opportunity to volunteer your site, describe the issues you are facing, and our SEO rockstars will diagnose your challenges in real time and offer specific actionable advice to repair or enhance your performance.

Moderator

Barry Schwartz
News Editor, Search Engine Land, RustyBrick, @rustybrick

SEM Tune-Up Clinic With The SMX Mechanics

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Level: Advanced
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    SEO
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Just like your favorite classic car, your paid advertising campaigns require a tune-up every now and then to keep them running well.

In this hands-on clinic, our certified (and certifiable!) SMX SEM Mechanics will offer you their best expert advice on your PPC ads, bidding tactics, and anything else on your mind. Bring your toughest paid search questions!

Moderator

Brad Geddes
Co-Founder, AdAlysis, @bgTheory

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