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Keynote Presentations
Lessons From Past Google Algorithm Updates & Preparing For What's Next
Barry Schwartz
SEO Editor, Search Engine Land
SEO Editor, Search Engine Land
Barry Schwartz is the CEO of RustyBrick, a New York Web service firm specializing in customized online technology that helps companies decrease costs and increase sales. RustyBrick sells custom web software including advanced e-commerce, custom content management systems, social networking sites, CRM applications, custom web-based business software, iPhone applications and much more. Barry Schwartz is the founder of the Search Engine Roundtable and has covered search for over 16 years. Barry is also the News Editor at Search Engine Land. Barry hosts the Search Marketing Expo in Israel and is a speaker, moderator and coordinator at many search marketing conferences, including Search Marketing Expo, Search Engine Strategies, La Red Innova Madrid, Spain, PubCon and many other marketing and technology events. Barry is always at the forefront of the latest news and trends in search. He was also the former News Editor at Search Engine Watch and is a moderator at several search marketing forums. Barry has and currently provided an advisory role for Google, Yahoo! Search, Microsoft's Bing, and several other Internet companies and many startups. In 2019, Barry was awarded the Outstanding Community Services Award from Search Engine Land and in 2018 he was awarded the US Search Awards the "US Search Personality Of The Year," you can learn more over here. Please also see my writer disclosures and disclaimers page. Barry graduated from the City University of New York (Baruch College) in 2002, with Summa Cum Laude honors. Schwartz received several honors while in university, including Beta Gamma Sigma and the Golden Key International Honor Society. He, his wife and children live in the New York area. Barry is often quoted and interviewed in publications such as Forbes, Reuters, Wall Street Journal, New York Times, Bloomberg, USA Today BusinessWeek, News.com, Publish and many more. He has appeared on primetime TV, specifically NBC Nightly News with Brian Williams to talk about Google Instant and on CBS Sunday Morning with Charles Osgood in regards to mobile apps. Barry has also made multiple appearances on the TWiT network shows This Week in Google and Tech News Today. He has over a decade of hands-on experience in web strategy, marketing and business optimization.
Explore the history of some of the larger Google search ranking algorithm updates... from the very early days of Google through the latest Google Core Updates. Barry Schwartz, SEO editor, Search Engine Land, will explain each algorithm update, what they aimed to accomplish, and how the SEO and publishing industries had to adapt their websites and online strategies.
Through this twenty-year journey of Google’s search ranking updates, Barry will demonstrate how each one took another step towards building quality and authoritative search results. Ultimately, you’ll discover that it’s not about chasing the algorithm, but being one or two steps ahead of these algorithm updates with your website, your content, and your marketing efforts. You’ll walk away from this keynote with the tools, knowledge, and expertise to be ready for the next big Google search algorithm update.
SEO Editor, Search Engine Land @rustybrick
Session 3
How To Emerge A Nimbler, Smarter, More Successful PPC Marketer
Ginny Marvin
Editor-In-Chief, Search Engine Land
Editor-In-Chief, Search Engine Land
Ginny Marvin is Third Door Media’s Editor-in-Chief, running the day to day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin writes about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions.
For so many marketers and organizations, the crisis of the past few months has been one of extremes. Some have had to react quickly to the challenges of surging demand, while others are experiencing layoffs, furloughs, and doing more with less. AI and machine learning continue to force fundamental shifts in the way we do our jobs and the skills we prioritize. Automation-enabled marketers can respond faster to shifts in customer demands and behaviors, and quickly test and onboard new features, tools, and channels. For paid search marketers, this is the time to create an infrastructure that will enable your accounts -- and careers -- to be nimble, responsive, and forward-looking.
In this keynote, Search Engine Land Editor-in-Chief, Ginny Marvin, will discuss key lessons from the past few months, automation's role and how to put it into practice, plus proven ways to emerge better positioned to succeed as PPC marketers, teams, and organizations.
Editor-In-Chief, Search Engine Land @ginnymarvin
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Concurrent Sessions
Session 1
Six Fundamental SEO Truths To Live By
Bruce Clay
President, Bruce Clay, Inc.
President, Bruce Clay, Inc.
Bruce Clay is founder and president of Bruce Clay, Inc., a global digital marketing company recognized as a worldwide leader in search marketing. Bruce began conducting SEO training in 1999, and since then more than 5,000 individuals have attended BCI’s courses internationally. Bruce wrote the first program for web page analysis, and today BCI’s proprietary SEOToolSet™ is in its sixth generation. Before founding BCI, Bruce had a long career as a technical executive with leading Silicon Valley firms. Bruce holds a BS in math and computer science and received his MBA from Pepperdine University. Bruce has authored many books, including “Search Engine Optimization All-in-One for Dummies” for Wiley. He has spoken at hundreds of marketing industry events, including Search Marketing Expo (SMX), Search Engine Strategies, WebmasterWorld, Affiliate Summit, Ungagged, PubCon and ad:Tech, and has been quoted in the Wall Street Journal, USA Today, PC Week, Wired Magazine and many other publications.
Join SEO expert Bruce Clay as he explores the six fundamental SEO truths -- and key insights into why subscribing to these truths are essential to your overall business.
After this session, you'll be able to:
- Understand why SEO needs to be a strategic initiative across the company
- Adapt to algorithm changes faster than your competition
- Describe how your content needs to fit with parent and children pages in the hierarchy
President, Bruce Clay, Inc. @BruceClayInc
Sponsored by: Bruce Clay, Inc.
Bruce Clay's innovative search marketing methodology allows businesses of all sizes around the world to reach their target markets online with speed and efficiency. Founded in 1996 by Bruce M. Clay, known as "The Father of SEO," Bruce Clay Inc. is a world leader in SEO training, proprietary SEO tools, and fully customized, ROI-driven search marketing campaigns. Their proprietary technology and methodology have been utilized by thousands of companies and top name brands worldwide. Bruce Clay Inc. is headquartered in Los Angeles with offices in Japan, Australia, India, and the U.A.E. For more information, visit www.bruceclay.com.
Session 2
How Call Tracking Can Eliminate Waste In Your SEM Campaigns
Bill Hyatt
Sr. Director, Enterprise Sales Engineering, Invoca, Inc.
Sr. Director, Enterprise Sales Engineering, Invoca, Inc.
Bill Hyatt is the senior director of sales engineering for Invoca. Bill's credentials include a decade of Marketing analytics and Call Tracking solution design.
Many marketers lack visibility into the true performance of their Google Ads and Microsoft Ads campaigns because of an inability to track and attribute offline conversions. Without this data, marketers risk wasting budget on under-performing campaigns, ignoring high-performing keywords, or targeting customers that have already converted. Go inside Invoca’s call tracking and conversational analytics platform to understand how new advancements can help drive maximum impact from your SEM budget.
After this session, you’ll be able to:
- Measure the true CPA of your search campaigns and see online and offline conversions side-by-side within Google and Microsoft
- Target more cost-effective keywords by identifying the ones that are driving call conversions
- Suppress ads to customers who have already converted over the phone
- Stop paying for keywords that are driving customer support calls
Sr. Director, Enterprise Sales Engineering, Invoca, Inc. @Invoca
Sponsored by: Invoca
Invoca’s Active Conversation Intelligence platform enables marketing, eCommerce, sales, and customer experience teams to understand and immediately act on the information consumers share via conversations. Through deep integrations with leading technology platforms, revenue teams can turn conversation data into automated action to enhance every digital touchpoint and human interaction, leading to better experiences, more conversions, and higher revenue. Invoca is trusted by top brands like Dish Network, Mayo Clinic, Mutual of Omaha, PODS, and SunTrust Bank.
Session 3
Chatting With Microsoft: Looking To The Future
Ginny Marvin
Editor-In-Chief, Search Engine Land
Steve Sirich
General Manager, Microsoft, Microsoft
Editor-In-Chief, Search Engine Land
Ginny Marvin is Third Door Media’s Editor-in-Chief, running the day to day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin writes about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions.
General Manager, Microsoft, Microsoft
Bio:
Steve Sirich is currently a general manager on the Global Advertising Business team at Microsoft. As the leader of the Microsoft Advertising Marketing team, his primary business focus is to develop and manage the successful execution of the overall Microsoft Advertising marketing strategy. This includes helping to determine what Microsoft Advertising solutions should be offered to Microsoft advertisers, identifying who Microsoft should target relative to its customer verticals (i.e. the boundaries of the market segments to be serviced), defining how Microsoft will reach its targeted customers, and influencing when Microsoft will roll out Microsoft Advertising product offerings to advertisers.
Work History:
As a general manager in the Online Services Division at Microsoft, Steve Sirich was formerly responsible for guiding the sales, services and marketing integrations of Microsoft’s strategic technology partnerships with Yahoo! and Nokia. This represented a unique opportunity to see large enterprise organizations align in the strategic areas of digital technology, marketing and media sales – tapping Sirich’s extensive sales, operations and marketing experiences at Microsoft.
Previously, Sirich was a General Manager in Microsoft’s Consumer and Online division where he was responsible for helping the worldwide sales organization meet its revenue and customer satisfaction goals. In this role, Sirich lead a Global Enablement team (of more than 100) that managed business operations, strategy and marketing efforts in support of the online advertising sales organization.
Prior to this appointment, Sirich directed the Global Marketing and the Sales and Service Excellence teams that supported Microsoft’s online advertising sales business. His responsibilities included the research of customer and industry-specific trends, training, allocation and measurement of field sales force, the design of incentive programs, as well as industry evangelism and marketing communications development.
Earlier at Microsoft, Sirich was a Senior Director for Global Sales Strategy at MSN. In this role, he spearheaded efforts to shape MSN’s global sales strategy around product monetization, sales process engineering and inventory yield management. He also previously oversaw the sales, marketing, business development and product planning for MSN’s vertical automotive sector.
Prior to his tenure at Microsoft, Sirich gained extensive experience in media, working in Sales and Business Development for Newsweek Magazine, Hachette Filipacchi, and in organizational strategy for Maritz Marketing Services.
Steve Sirich leads the Microsoft Advertising Marketing team and has been deeply involved in the evolution of the advertising platform as marketing and consumer behaviors themselves have evolved. In this session, Ginny Marvin and Steve will discuss where search and digital marketing are headed, the opportunities for brands to "connect through purpose," what future product updates for Microsoft Advertising look like and more.
Editor-In-Chief, Search Engine Land @ginnymarvin
General Manager, Microsoft, Microsoft
Sponsored by: Microsoft
About Microsoft Advertising
Represent your brand at its best with advertising solutions guided by an uncompromising respect for privacy, brand safety, and data security. Microsoft Advertising provides intelligent solutions that empower you to deliver engaging, personalized experiences to over a half a billion people worldwide. Bing powers billions of searches monthly on the Microsoft Search Network, including Verizon Media properties (AOL, Yahoo), platforms like Amazon and Apple, and on Microsoft services like Windows, Office and Microsoft Edge. Extend your reach and campaign performance with Microsoft Audience Network, high-quality native placements across devices on premium sites like MSN, Outlook.com, Microsoft Edge, andselect publisher partnerproperties.Only Microsoft Advertising offers LinkedIn Profile targeting on search and native to help you find highly relevant audiences based on their company, job function and industry. With Microsoft Advertising,gain access to in-depth insights, intelligent advertising tools that use AI to improve campaign performance and audience targeting solutions to create more personalized advertising experiences. Microsoft Advertising. Intelligent connections.
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Concurrent Sessions
Session 1
Advanced Title Tag Optimization For SEO Geeks
Cyrus Shepard
SEO Strategist, Moz
SEO Strategist, Moz
Cyrus Shepard is an SEO consultant currently working with Moz. His company Zyppy builds SEO software. He loves studying Google's algorithm and over the years has published dozens of SEO experiments and ranking factor studies.
In this session, Cyrus Shepard, SEO Consultant at Moz, reveals the results of several new SEO experiments, all involving title tags. Come learn a handful of practical techniques to boost your CTR and earn more traffic - topics not covered in any beginners guide.
After this session, you'll be able to:
- Improve traffic 5-20% for almost any site
- Cite the #1 mistake to avoid when optimizing titles
- Use counter-intuitive advice learned from testing 1000s of titles
SEO Strategist, Moz @cyrusshepard
Sponsored by: Moz
Moz is the most trusted authority in online search with powerful SEO and Local Search platforms that improve the position of your brand, locations, and competitive rank in search results. When you’re looking to gain an edge in a crowded niche, our research tools help you uncover insights to propel you past the competition, and our local presence management platform ensures that all of your locations show up with robust listings including accurate hours, click-to-call, reviews, and menus. And when your client’s site is not performing, our SEO suite makes diagnosis and resolution easier than ever, leaving you with more time and energy to put your focus where it needs to be. Our platforms are powered by world-class-quality data, both robust and fresh enough to serve as the foundation upon which crucial business decisions are made. Whether you’re a large enterprise looking to gain an edge in the increasingly complex and ever-changing world of search or an agency seeking an SEO platform to accelerate your clients’ growth, Moz has your solution. Check it out at www.moz.com.
Session 2
Boost Your Brand On Amazon
Danielle Waller
Associate Director, Merkle
Associate Director, Merkle
Danielle Waller is an Associate Director on the Amazon & eRetail team at Merkle. She's worked with Amazon Advertising for over six years leading engagement in many verticals. Danielle helps drive strategy and ensures execution of key optimizations for Amazon Ads by providing strategic oversight on CPG and Retail Amazon accounts
Brand building on Amazon is more important than ever. In this session, we'll walk you through tips for communicating your brand personality, reinforcing your brand story through additional placements, and inspiring brand loyalty on Amazon and beyond. You'll learn what brands are doing to optimize each component and how they are achieving optimal performance across all areas of their Amazon media. We'll also show you how to measure it.
After this session, you'll be able to:
- List the branding elements and placements Amazon offers
- Implement key ways to win branding moments on and off Amazon
- Understand how the media pieces are connected and how they impact the full shopper experience to build loyalty
Associate Director, Merkle @wallerkd00
Sponsored by: Merkle
Merkle is a leading data-driven, technology-enabled, global performance marketing agency that specializes in the delivery of unique, personalized customer experiences across platforms and devices. For more than 30 years, Fortune 1000 companies and leading nonprofit organizations have partnered with Merkle to maximize the value of their customer portfolios. The agency’s heritage in data, technology, and analytics forms the foundation for its unmatched skills in understanding consumer insights that drive people-based marketing strategies. Its combined strengths in performance media, customer experience, customer relationship management, loyalty, and enterprise marketing technology drive improved marketing results and competitive advantage. With 9,600+ employees, Merkle is headquartered in Columbia, Maryland, with 50+ additional offices throughout the US, EMEA, and APAC. In 2016, the agency joined the Dentsu Aegis Network. For more information, contact Merkle at 1-877-9-Merkle or visit www.merkleinc.com.
Session 3
Digital PR Playbook: The Convergence Of Search, Social, And Your Website
Zach Hoffman
CEO, EXULTS
CEO, EXULTS
Zach Hoffman is the founder and CEO of Exults, a digitally-focused marketing agency headquartered in South Florida. Zach's love for fast-paced culture and growing business markets coupled with his entrepreneurial spirit lead to the creation of several brands- including Exults, UNIM, and Digital PR. After 15 years in the digital space helping brands realize their dreams of internet domination, Zach now focuses on software development, large-scale business growth, consulting, and branding
How do you shape the search landscape in your favor? Join Zach Hoffman, Founder & CEO of Exults, to learn the nitty-gritty on their Digital PR paradigm. From building relevance to breaking relationships in the SERPS, this Digital PR crash-course will teach you what you need to know to compete in today's digital marketplace.
After this session, you'll be able to:
- Implement the best ways to influence, optimize, and evolve the search landscape
- Leverage the individual components of Digital PR - Search Engine Optimization, Social Media, Sponsored Ads, and Website Architecture
- Follow the official road map to a better SERP for your brand
CEO, EXULTS @zhoff33
Sponsored by: Exults
DigitalPR by Exults is a full service marketing agency that specializes in digital. As a boutique agency, we focus on unparalleled customer service. Our emphasis on client communication means we never deny a meeting, delay a report, or shy away from feedback. Every day we strive to ensure we are ahead of the curve, in order for our clients to stay at the top of their game, we must stay at the top of ours.
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Concurrent Sessions
Session 1
Monitoring And Analyzing Search And Content Trends (In Crazy Times)
John Shehata
VP, Audience Development Strategy, Conde Nast
VP, Audience Development Strategy, Conde Nast
John Shehata is Vice President of Audience Development Strategy at Condé Nast overseeing SEO, Social Media Strategy, and Email Operations & Strategy for many of US premium brands (Wired, Epicurious, Glamour, Vanity Fair, Vogue, The New Yorker, GQ, etc.). John has 20+ years of experience in the digital marketing space working with top national brands and fortune 500 companies.
Previously, John was the Executive Director of Search, Social Media at Disney ABC TV Group. Shehata lead SEO and social strategies for (ABC News, ABC TV, Oscars, and Disney Channels) and worked closely with all TV shows (GMA, Nightline, 20/20, World News, etc.).
John is also the founder of NewzDash.com. a leading News SEO Platform helping publishers and SEOs optimizing their content for Google Top Stories and Google News.
In his long career focusing on editorial SEO and Social Strategy, John has trained many writers, bloggers, journalists and editors on Search Engine Optimization and Social Media and how to write news while keeping Search and Social channels top of mind.
Prior to Disney, Shehata was the director of SEO and Social Media for Advance Local. Shehata established and led the SEO and Social Media teams for all their digital brands (NJ.com. al.com, Cleveland.com, MLive.com, NOLA.com, etc.) and trained all the news sites and newspapers edit teams (The Plain Dealer, The Star-Ledger, The Oregonian, etc) on best online search/social practices.
Shehata is recognized particularly for his SEO strategies for News and Technical SEO. He built multiple SEO products and has written several articles and continues to speak at conferences which focus on SEO and Social Media.
Twitter: https://twitter.com/JShehata
Linkedin: https://www.linkedin.com/in/johnshehata/
Trends are evolving at speeds we just haven’t seen before. Even Google reaffirms that 15% of searches are new, never been searched before terms. These trends are not just impacting what users search for, but their shopping behaviors as well. Find out how to discover and monitor these emerging trends from multiple sources--and how to utilize in your content and commerce plans.
After this session, you’ll be able to:
- Track trends efficiently from multiple sources
- Utilize the trend information to make your content relevant
- Understand new shopping behaviors and incorporate that information into your commerce plans
VP, Audience Development Strategy, Conde Nast @jshehata
Session 2
Ad Testing Within The Google Ads Platform
Mike Henderson
Chief Marketing Officer, SuretyBonds.com
Chief Marketing Officer, SuretyBonds.com
Mike Henderson has been in the online marketing space since 2011. As the CMO at SuretyBonds.com, Mike oversees all marketing operations including search engine optimization, paid media, and web analytics. Previously, he was the Digital Marketing Director at SuretyBonds.com and prior to that he worked as a Digital Specialist at an advertising agency. Mike's desire to grow and learn new things fuels his passion for the always-evolving industry of digital marketing.
While platforms continue to push automatic ad creation, testing ad copy continues to be one of the most valuable techniques for optimizing paid search performance. In this session, you will learn a simple process for monitoring your tests as well as features available directly in the Google Ads platform to take your ad testing to the next level.
After this session, you’ll be able to:
- Implement a streamlined, easy-to-track process for testing ad copy
- A/B test ads and landing pages across your entire account using the ad variations tool
- Take back control of your responsive search ads
Chief Marketing Officer, SuretyBonds.com @innuHendo
Session 3
Diagnosing And Fixing A Drop In Rankings By Using The Appropriate Tools
Holly Miller Anderson
SEO Product Manager, Macy's TECH
SEO Product Manager, Macy's TECH
A Southern California native, Holly has been slowly migrating northward to the Bay Area from her roots in Orange County. As an SEO strategist, her background spanns advising B2C & B2B brands at an agency and a startup enterprise SaaS platform to her most recent role as an in-house SEO Product Manager at Macy's (for the dual brand Macys.com & Bloomingdales.com). Holly is also adept at digital marketing and has built teams and led end-to-end marketing campaigns driving leads, product demos and brand adoption. She loves keeping a pulse on the latest digital trends but more than that she's a fan of hard work and is dedicated to delighting customers by listening to what they really want.
When rankings take a nosedive, there are three possible reasons: Was it something we did? Was it Google? Or something else entirely? Join this session to master the recipe of diagnosing a drop in rankings and the go-to tools (ingredients!) to fix the qualitative and technical ranking factors.
After this session, you’ll be able to:
- Use a clear set of tools to diagnose which URLs lost rankings
- Understand why GA and Search Console data never match up... and why that’s okay!
- Apply proactive measures to your own data to expedite future analysis
- Learn from Holly's list go-to list of credible, SEO industry resources that publish insights on recent winners and losers of the latest algorithm updates
SEO Product Manager, Macy's TECH @millertime_baby
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Concurrent Sessions
Session 1
Tearing Down Organizational Silos With In-House SEO Teams & Enterprise-Level Tech
Stephan Bajaio
Chief Evangelist and Co-Founder, Conductor
Chief Evangelist and Co-Founder, Conductor
Stephan Bajaio joined Conductor from Yahoo in March of 2008. During his tenure, he has built and led multiple teams at Conductor. He founded Conductor’s Professional Services team, growing it to 50+ global SEO experts in just 4 years. Today, he is Conductor’s Chief Evangelist, focused on strengthening and growing Conductor’s community of customers, partners, and great marketers around the world.
Stephan brings a strong, outspoken leadership style and an unmatched level of passion, strategic thinking, and creative industry to Conductor. He also brings a wealth of SEO knowledge and outstanding customer relationship-building skills.
Stephan has a bachelor’s degree in communications from American University in Washington, D.C. and is currently based in New York. He is an active keynote speaker at conferences and events internationally. He is also a co-host of the search podcast: Search On Tap and webcast Search From Home.
Want to see more content by Stephan Bajaio? Then check out: https://www.stephanbajaio.com/speaking
What’s standing between you and SEO gold? You may be surprised to learn that it’s likely your own team; actually, it’s several teams. The content team here, the IT team there, leadership over yonder... organizational silos keep SEO efforts segmented, weakening the sum total of what’s possible.
Search marketers can corral those efforts with an in-house SEO team. Join Conductor cofounder Stephan Bajaio to learn why outsourcing is less than ideal (but can still offer fruitful partnerships), where you can regain institutional knowledge, and how enterprise-level tech offers a unifying path not just for search marketers, but for teams throughout your organization.
After this session, you'll be able to:
- Create an SEO center of excellence to empower your entire organization to better understand and meet the needs of your audience
- Understand the benefits of having an in-house SEO practice
- Leverage SEO technology to unify teams and break down organizational silos (to help make SEO a culture and not a tactic!)
Chief Evangelist and Co-Founder, Conductor @stephanbajaio
Sponsored by: Conductor
Conductor is an organic search & content marketing platform that helps marketers create and optimize content to improve visibility online. Our platform empowers enterprise brands to create compelling content, which leads to increased traffic and higher marketing ROI. In addition to its SaaS platform, Conductor offers a suite of services and support.
Session 2
Search Secures MVP Status For The ‘Bounce Back’ In Digital Marketing
Ashley Fletcher
VP of marketing, Adthena
VP of marketing, Adthena
As VP of Marketing, Ashley is responsible for continually expanding the global audience and market for Adthena’s groundbreaking search intelligence solutions. He joined Adthena from Criteo, where he led the product marketing team launching its Predictive Search product, an automated performance solution for Google Shopping in the US and EMEA. Prior to Criteo, he headed up marketing for finance and insurance comparison products across global markets at Google. In his 5 years at Google Ashley also working for the broader Search Ads Team, including Google Shopping, and Google Express products. Ashley’s career began on the agency side at Coast Digital, and he holds an MSc in Global Marketing and attended Wharton's Mini-MBA Program for Executives.
As digital marketers seek to bounce-back in today’s "new normal", search has become the most trusted channel to pivot strategy... not only within the digital marketing team, but also for the C-suite. In this presentation, Adthena’s VP of Marketing, Ashley Fletcher, will discuss what every marketer needs on their journey to success. Learn why search has secured the MVP status of the 2020 season -- from assessing ‘game day’ conditions and decisions to overtaking rivals, you'll learn how search can make your bounce-back V-shaped.
After this session, you'll be able to:
- Make an informed, strategic decision
- Optimize and pivot in order to launch new markets and categories
- Ensure the C-Suite understands your value and the power of search
VP of marketing, Adthena @ashleyjfletcher
Sponsored by: Adthena
Founded in 2012, Adthena is The Ultimate Search Intelligence Solution, processing over 10 terabytes of new data, while indexing 500 million advertisements and 200 million keywords in 15 different languages every day. Powered by its AI-driven Whole Market View data set, Adthena’s carefully designed solutions of Market Entry, Campaign Optimization, Strategic Advantage and Brand Protection help marketers target and reach consumers that matter most to their business objectives. Globally, Adthena works with more than 250 clients across 184 different business sectors, including finance, education, gaming, automotive and technology. Brand customers include Autotrader, Air New Zealand, Atlassian, Citibank, Burberry, Toyota, and Volvo. Agency customers include media specialists like GroupM and channel-specific paid search experts like iProspect. In addition, Adthena is the winner of several leading industry awards — including the Search Engine Land Awards, Stevie® Award for Customer Service, and European Search Awards, among others.
Session 3
Digital Marketing Strategies For Uncertain Times
Christi Olson
Head of Evangelism, Microsoft
Head of Evangelism, Microsoft
Christi is the Head of Evangelism for Search at Microsoft with over a decade of experience in Digital Marketing leading both in-house and agency teams across the retail, travel, automotive and consumer electronics industries. Christi serves on the Advisory Boards for the Paid Search Association, the Internet Marketing Association, and the University of Idaho School of Business. Christi has been recognized as one of the top 25 most Influential Paid Search experts annually since 2014 by PPCHero and additionally is a recognized global speaker on Digital Marketing Strategy, Search, and Cognitive AI. She is a published authored in the Applied Marketing Analytics Journal and regularly contributes to Forbes, AdAge, Marketing Profs, Search Engine Land and Search Engine Journal.
Now is the time to evolve your search marketing to adapt to the changes in consumer behavior and the search landscape. It’s business as “unusual”... because while some counties and states have reopened and are operating in the new state of normal, others are still closed and yet others are still seeing a peak in COVID19 cases. This means that we must be nimble and adjust PPC campaigns based on what is happening regionally, utilizing the new features and ad extensions within Microsoft Advertising. In this presentation Christi will walk through several scenarios along with the strategies and actions you can take now and the strategies to help during the recovery and rebound process.
After this session, you'll be able to:
- Understand what to monitor, check, and respond to for PPC Account Health
- Rebound with shifting consumer behaviors
- Implement actionable PPC strategies you can use today as business shift into a recovery process
- Reimagine how you connect with your customers
Head of Evangelism, Microsoft @ChristiJOlson
Sponsored by: Microsoft
About Microsoft Advertising
Represent your brand at its best with advertising solutions guided by an uncompromising respect for privacy, brand safety, and data security. Microsoft Advertising provides intelligent solutions that empower you to deliver engaging, personalized experiences to over a half a billion people worldwide. Bing powers billions of searches monthly on the Microsoft Search Network, including Verizon Media properties (AOL, Yahoo), platforms like Amazon and Apple, and on Microsoft services like Windows, Office and Microsoft Edge. Extend your reach and campaign performance with Microsoft Audience Network, high-quality native placements across devices on premium sites like MSN, Outlook.com, Microsoft Edge, andselect publisher partnerproperties.Only Microsoft Advertising offers LinkedIn Profile targeting on search and native to help you find highly relevant audiences based on their company, job function and industry. With Microsoft Advertising,gain access to in-depth insights, intelligent advertising tools that use AI to improve campaign performance and audience targeting solutions to create more personalized advertising experiences. Microsoft Advertising. Intelligent connections.
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Concurrent Sessions
Session 1
Why Smart Bidding Isn't Necessarily The Smart Choice
Wesley MacLaggan
Head of Marketing, Marin Software
Head of Marketing, Marin Software
Wesley MacLaggan has been working with Marin Software since 2008. He is currently Head of Marketing at Marin Software. Previously he lead the Product team where he was responsible for driving Marin’s roadmap and working closely with engineering to deliver innovative advertising solutions to the market. He has over a decade’s experience developing and delivering analytical enterprise SaaS applications, including four years with Applied Predictive Technologies working on their platform to help retailers maximize the return on their promotional spending. Mr. MacLaggan began his career providing strategic guidance to companies in a range of industries with Mercer Management Consulting. He holds an Economics degree from Dartmouth College.
Consumer behavior has massively changed as a result of COVID-19... and we can expect it to continuously evolve over the coming weeks and months. As a search marketer, now more than ever, you need flexibility, control, reactivity, and transparency across all aspects of your digital programs — all things that Smart Bidding lacks. Join us to find out when Smart Bidding isn’t the right choice and how to greatly improve the performance of your search marketing campaigns.
After this session, you'll be able to:
- Exclude irrelevant data that could skew your bidding strategy
- Apply custom modifiers
- Leverage data across publishers
Head of Marketing, Marin Software @marinsoftware
Sponsored by: Marin Software
Marin Software’s (NASDAQ: MRIN) mission is to give digital advertisers and agencies the power to optimize their paid marketing programs. MarinOne provides a unified platform for search, social, and eCommerce advertising. We help digital marketers convert precise audiences, win new customers, and make better decisions. Headquartered in San Francisco with offices worldwide, Marin Software’s platform powers marketing campaigns around the globe.
Session 2
Adapting Your Personalization Strategy for Shifting Budgets
Eric Eden
CMO, Postclick
CMO, Postclick
A collaborative and polished marketing leader for 20+ years, Eric Eden knows how to manage global marketing campaigns that deliver results. With strong dedication to building high-performing teams and driving B2B marketing demand, he offers an impressive track record of managing large-scale projects and creating strategic plans that enable customer acquisition, sales growth, and overall business development. Notable achievements include leading Socrata and hCentive to acquisition, Cvent to IPO in 2013, and generating 99% of 200M revenue via marketing campaigns.
Among others, his areas of expertise include marketing strategy, lead generation, event marketing, competitive analysis, brand strategy, and corporate communications. He has built his career around enhancing brand experiences by overseeing the creation of relevant content that connects with core audiences. Now serving as Chief Marketing Officer at Postclick, he leads the marketing team for a tech-enabled services platform that maximizes advertising conversions for consumer brands around the world.
Recent global changes have accelerated the need for digital investment and adaptability to meet the demands of a rapidly changing economy. Consumers want personalization and, according to surveys, 90% of buyers find non-personal brand messaging “annoying.” A personalized experience must continue beyond the ad. Join Eric Eden, Postclick CMO, for an overview on making the most of your advertising investment in today's dynamic landscape.
After this session, you'll be able to:
- Increase relevance with post-click personalization
- Use personalization to drive higher conversions
- Unlock additional value from existing ad spend
CMO, Postclick @postclick
Sponsored by: Postclick
Postclick is the global leader in digital advertising conversion. Our team is on a mission to automate conversion by dynamically delivering relevant post-click experiences at a scale previously thought impossible.
In addition to our flagship solution, our company also owns the leading SMB landing page platform called Instapage - recognized as a leader in G2Crowd’s Personalization, Conversion Rate Optimization, A/B Testing, and Landing Page Software grids, our company is ranked #1 in customer satisfaction.
Session 3
Optimizing Your Google Ads Campaign By Reducing Click Fraud
Alex Goldfarb
Director of Sales, ClickCease
Director of Sales, ClickCease
Alex Goldfarb is the Director of Sales at ClickCease. Born and raised in Ann Arbor Michigan, Alex moved to Tel Aviv in 2017 where he has embraced and excelled in the Hi-Tech world. He is an expert in PPC click fraud protection and has mastered the art of getting the most out of your campaigns.
PPC click fraud affects everyone who advertises on Google. Click bots and competitors target Google ads campaigns, costing advertisers millions of dollars every year. In order to get the most value from your Google ads campaigns, it is imperative that you learn how to identify and block fraudulent IP addresses that are clicking on your paid ads.
After this session, you'll be able to:
- Know the ins and outs of PPC click fraud and its prevalence
- Understand the different types of PPC click fraud (malicious and non-malicious)
- Implement tactics to identify, detect, and block all fraudulent IPs in real-time, preventing competitors and click bots from draining your budget
Director of Sales, ClickCease @ClickCease
Sponsored by: ClickCease
ClickCease is a click-fraud detection, prevention, and protection service software. Our anti-click-fraud service protects our customers who use Google Adwords and Bing by using our industry-leading detection algorithms. ClickCease blocks fraudulent IPs automatically. ClickCease is not affiliated with any search engine and is an independent provider.
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Concurrent Sessions
Session 1
Fantastic Links & Where To Find Them
Michael Johnson
Sales Manager, Page One Power
Sales Manager, Page One Power
Michael has been in the SEO industry for over eight years and he's developed hundreds of SEO campaigns and strategies for companies of all sizes, ranging from small businesses to Fortune 500 brands. As Sales Manager at Page One Power, Michael works with prospective partners to ensure goals, expectations, and beliefs all align before the launch of every campaign.
Join Michael Johnson for a magical journey through the (admittedly not-so-magical) process of earning quality backlinks. In his presentation, Michael will demonstrate how to create and leverage linkable assets, identify relevant link opportunities, and communicate with other site owners in a way that compels them to link to your website.
After this session, you'll be able to:
- Create impressive content that people will want to link to
- Identify quality target sites for outreach
- Build valuable relationships via outreach that result in links
- Get the most out of your links once they've been built
Sales Manager, Page One Power @pageonepower
Sponsored by: Page One Power
Page One Power is an SEO agency specialized in sustainable link building and strategic content creation. We create custom campaigns for brands committed to winning in search — designed to capture authority, improve rankings, and grow traffic.
We provide full transparency and consistent communication throughout all our campaigns because you need a partner you can trust with the experience, expertise, and commitment to doing search right. With over ten years of experience, we have the proven ability to build pages that earn visibility and links online, with stable processes to secure the links your pages deserve.
Links built for results. Content built for search. Page One Power.
Session 2
Meet The Automated Search Strategy That Doubled Conversions And Halved CPA
Shaun Bond
CEO, PPC Samurai
CEO, PPC Samurai
Shaun is the founder and CEO of PPC Samurai; a marketing automation platform used by agencies across 24 countries.
A Google Ads manager from "the olden days" (remember, when Scripts were just a twinkle in Google's eye?) Shaun was growing an agency of complex clients when he had an idea. What if he could build a product that would allow him to use flowcharts to systemise and automate all his strategies so he could scale without compromising the outcomes for his clients? And so, he did. The rest is history.
Today, Shaun leads the PPC Samurai team from their Australian headquarters and enjoys the privilege of working with some of the most strategic and innovative digital managers heading agencies around the world, in their quest for effortless budget management and quality automation; automation without homogenisation. He's looking forward to sharing with you a strategy that will save you hours and deliver results.
In today's climate, ads managers are increasingly challenged to deliver more with less. An automated BMM/Exact search campaign strategy can provide excellent results for clients in a fraction of the time normally taken to effectively manage campaigns. Further, BMM/Exact helps you take back control of your accounts in an "Intent Matching" world. Using BMM/Exact you can ensure that your search query quality stays high while simultaneously sculpting your traffic to ensure your queries are correctly matched to the keywords you intended.
If you could deliver fantastic results for clients in a third of the time, what impact would that have on you? Join Shaun Bond, PPC Samurai CEO, as he dives into this strategy and the real world results it has generated.
After this session, you'll be able to:
- Understand the BMM/Exact structure... and the strategy that turns it into a powerhouse
- Control intent matching using BMM/Exact
- Free yourself from repetitive tasks so you can focus on clients, strategy, insight, and scale
CEO, PPC Samurai
Sponsored by: PPC Samurai
PPC Samurai is where human insight meets marketing automation.
Build, template and scale your own custom account management workflows in minutes, using our simple, no-code flowchart technology. Your options are limitless!
Need to automate budget pacing and rollovers safely and at scale, while visualising progress on your budget pacing dashboard? No problem. Or, leverage our growing library of inbuilt safety scans to maintain healthy accounts.
Built by PPC managers, for PPC managers, and used in 24 countries; with PPC Samurai you can scale an army of you.
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Concurrent Sessions
Session 1
Live with Search Engine Land: What SEO Practitioners Can Do To Be 'Algo-proof'
Eric Wu
VP of Product Growth, Honey Science
Carolyn Shelby
Manager, SEO, ESPN
Moderator:
Barry Schwartz, SEO Editor, Search Engine Land
VP of Product Growth, Honey Science
Eric Wu is the VP of Product Growth at Honey Science, part of the PayPal family.
As a Product Manager and Marketing Technologist, he has made a career of connecting millions with large brands while at Edmunds, AT&T, SpinMedia, Demand Media, and REALTOR.
Since 2000, Eric has worked at scale across a variety of industries for some of the internets most popular brands including Uber, Pinterest, Trip Advisor, Rent.com, Dollar Shave Club, and SPIN.com.
In addition to assisting large brands, Eric is also an angel investor, advisor and start-up mentor for UCLA's accelerator program and Mucker Capital accelerator classes. He coaches entrepreneurs on how to best leverage analytics, technology, and growth strategies to jump start their companies.
He holds a Bachelors of Science degree in Cognitive Science & Human Computer Interaction (HCI) from UC San Diego.
Manager, SEO, ESPN
Carolyn Shelby has been developing and marketing Internet technologies since early 1994, when she co-founded a large regional Internet Service Provider. Her specialties are news, technical, and enterprise SEO, and she has been helping corporations adapt to digital media by integrating “search awareness” into corporate culture for more than 20 years. In her current role at ESPN, Carolyn is responsible for news/technical SEO and organic audience-generation strategies across ESPN's vast global network.
SEO Editor, Search Engine Land
Barry Schwartz is the CEO of RustyBrick, a New York Web service firm specializing in customized online technology that helps companies decrease costs and increase sales. RustyBrick sells custom web software including advanced e-commerce, custom content management systems, social networking sites, CRM applications, custom web-based business software, iPhone applications and much more. Barry Schwartz is the founder of the Search Engine Roundtable and has covered search for over 16 years. Barry is also the News Editor at Search Engine Land. Barry hosts the Search Marketing Expo in Israel and is a speaker, moderator and coordinator at many search marketing conferences, including Search Marketing Expo, Search Engine Strategies, La Red Innova Madrid, Spain, PubCon and many other marketing and technology events. Barry is always at the forefront of the latest news and trends in search. He was also the former News Editor at Search Engine Watch and is a moderator at several search marketing forums. Barry has and currently provided an advisory role for Google, Yahoo! Search, Microsoft's Bing, and several other Internet companies and many startups. In 2019, Barry was awarded the Outstanding Community Services Award from Search Engine Land and in 2018 he was awarded the US Search Awards the "US Search Personality Of The Year," you can learn more over here. Please also see my writer disclosures and disclaimers page. Barry graduated from the City University of New York (Baruch College) in 2002, with Summa Cum Laude honors. Schwartz received several honors while in university, including Beta Gamma Sigma and the Golden Key International Honor Society. He, his wife and children live in the New York area. Barry is often quoted and interviewed in publications such as Forbes, Reuters, Wall Street Journal, New York Times, Bloomberg, USA Today BusinessWeek, News.com, Publish and many more. He has appeared on primetime TV, specifically NBC Nightly News with Brian Williams to talk about Google Instant and on CBS Sunday Morning with Charles Osgood in regards to mobile apps. Barry has also made multiple appearances on the TWiT network shows This Week in Google and Tech News Today. He has over a decade of hands-on experience in web strategy, marketing and business optimization.
During today's keynote with SEO editor Barry Schwartz, we took a trip down memory lane of Google’s algorithm updates since 2001. Now we talk to some SEO practitioners on what we’ve learned from these updates to position ourselves, and our sites, to stay ahead of a constantly evolving SEO environment.
Live with Search Engine Land is hosted in Google Meet. There is a maximum of 250 participants and will be first-come, first-served. The session will be recorded for on-demand viewing the following day.
Use this link to log into this Live with Search Engine Land event.
VP of Product Growth, Honey Science @eywu
Manager, SEO, ESPN @cshel
SEO Editor, Search Engine Land @rustybrick
Session 3
Live with Search Engine Land: How To Future-Prep Your Skills To Advance Your Marketing Career
Natalie Barreda
Sr. Manager, Media, T-Mobile
Mike Henderson
Chief Marketing Officer, SuretyBonds.com
Moderator:
Ginny Marvin, Editor-In-Chief, Search Engine Land
Sr. Manager, Media, T-Mobile
Natalie Barreda is a digital marketing enthusiast who is passionate about embracing change in the industry and challenging assumptions. She has spent the last 8+ years of her career agency side working with a wide variety of brands, varying from Fortune 100 enterprises to industry disruptive startups. She has since settled in to an in-house role at the Uncarrier as a Sr. Manager, Media at T-Mobile leading T-Mobile and Metro By T-Mobile’s paid search team. In her downtime, Natalie enjoys packing her bags and traveling around the world, but if she’s not traveling you can find her at the local brewery enjoying a cold craft beer.
Chief Marketing Officer, SuretyBonds.com
Mike Henderson has been in the online marketing space since 2011. As the CMO at SuretyBonds.com, Mike oversees all marketing operations including search engine optimization, paid media, and web analytics. Previously, he was the Digital Marketing Director at SuretyBonds.com and prior to that he worked as a Digital Specialist at an advertising agency. Mike's desire to grow and learn new things fuels his passion for the always-evolving industry of digital marketing.
Editor-In-Chief, Search Engine Land
Ginny Marvin is Third Door Media’s Editor-in-Chief, running the day to day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin writes about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions.
Today's PPC keynote focused on positioning your organization to be more nimble in today's market. Join Search Engine Land's Editor-in-Chief Ginny Marvin, Natalie Berreda, Senior Manager of Media at T-Mobile, and Mike Henderson, Chief Marketing Officer at Surety Bonds, for a live discussion about what skills have proven to be critical to their own professional development in digital marketing... and the skills they believe will be in-demand in the marketplace.
Live with Search Engine Land is hosted in Google Meet. There is a maximum of 250 participants and will be first-come, first-served. The session will be recorded for on-demand viewing the following day.
Use this link to log into this Live with Search Engine Land event.
Sr. Manager, Media, T-Mobile @nataliebarreda
Chief Marketing Officer, SuretyBonds.com @innuHendo
Editor-In-Chief, Search Engine Land @ginnymarvin
Keynote Presentations
Session 1
Content Marketing In Times Of Disruption
George Nguyen
Editor, Search Engine Land
Editor, Search Engine Land
George Nguyen is an editor for Search Engine Land. He has written guides on SEO, Amazon's A9 algorithm, podcast advertising and provides the community with news coverage on organic search. His background is in journalism and content marketing. Prior to entering the industry, he worked as a radio personality, writer, podcast host and public school teacher.
The upheaval caused by COVID-19 is driving a wedge between many brands and their audiences... but it’s also providing opportunities to distinguish your organization from others.
During this keynote, George Nguyen, associate editor of Search Engine Land, will talk about trends and behavioral shifts he is seeing in the market right now and how you can anticipate your customer's needs to seize those opportunities over the short and long term. We'll take a closer look at how we think about an organization’s ability to produce timely content, how to measure success, and what we need to do to ensure evergreen content continues to stay relevant and strike the right tone.
Editor, Search Engine Land @geochingu
Session 3
GMB Next: The Evolution Of Local Search
Greg Sterling
Contributing Editor , Search Engine Land
Contributing Editor , Search Engine Land
Greg Sterling is the VP of Market Insights for Uberall. He is a recognized expert on a range of digital marketing topics and a contributing editor for Search Engine Land. Previously, Sterling was VP of Strategy for LSA (now Localogy). Before that he held various analyst and executive roles at Opus Research, The Kelsey Group, Allbusiness.com and TechTV. Sterling is also a former attorney.
Though formally introduced in 2014, Google My Business was actually born in 2005 as the “Google Local Business Center.” Since then, it has seen regular upgrades and changes, accelerating in the past year and with COVID-19. Once simply a place to enter business name, address and phone number, it has become a dynamic “engagement platform” that increasingly manages customer relationships and drives transactions, including e-commerce.
GMB is something of a microcosm of changes happening in the broader market as online and offline become more tightly integrated. Greg Sterling, contributing editor of Search Engine Land, will take you through GMB’s evolution and consider what’s next — in the process exploring what’s in store for the future of local search in a post-COVID marketing world.
Contributing Editor , Search Engine Land @gsterling
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Concurrent Sessions
Session 1
SEO And The Evolution Of The Customer Journey
Leslie Ramey
SEO Solutions Consultant, Botify
SEO Solutions Consultant, Botify
Leslie is an SEO Solutions Consultant at Botify, the leader in enterprise SEO solutions. With 18 years of experience, Leslie is as well-versed in SEO as she is passionate. Leslie enjoys spending her free time honing her skills in amateur photography, hoping to use her art to make the world a better place.
Join Leslie Ramey, SEO Solutions Consultant at Botify, for a look at the modern purchase journey, including opportunities for alignment between marketing, SEO, and other teams to maximum performance and efficiency. You'll discover why the role of content and SEO are crucial to all stages of the customer journey -- from discovery to post-purchase engagement.
After this session, you'll be able to:
- Understand the evolution from the old to the new customer journey
- Use SEO to amplify your marketing efforts and guide customers towards conversions
- Create synergy between teams for a better overall experience
SEO Solutions Consultant, Botify @LeslieBRamey
Sponsored by: Botify
Botify, the leading enterprise SEO solution platform, helps you uncover missed opportunities on your enterprise website and turn them into profitable business outcomes. Botify is the only complete SEO solution that’s built for the size, scale, and complexity of your site, allowing you to unlock its true hidden potential to realize greater revenue and ROI.
Session 2
Show Me The Money: Driving SEO ROI In Challenging Times
Mark Traphagen
VP Product Marketing & Training, seoClarity
VP Product Marketing & Training, seoClarity
Mark Traphagen is Vice President of Product Marketing and Training for seoClarity. He is a sought after speaker at conferences such as MozCon, PubCon, and SMX, and a featured writer for major online publications such as the Moz Blog, Search Engine Land, Marketing Land, and a VIP Columnist for Search Engine Journal.
In an interview on Reddit, Rand Fishkin of Moz named Mark as one of his top 5 people to follow on social media.
Although Mark believes his previous careers as a salesman and then a teacher were excellent preparations for what he does now, his deep dive into online marketing began about ten years ago when he was tasked with turning around a failing independent bookstore. Mark took the store online and developed practices of content marketing, influencer relationships, exceptional customer service, and community building that brought the store to profitability in two years. Since that time he has dedicated himself to learning what really works for online business success.
After five years of helping to build one of the best-known brands in digital marketing and as producer/creator of YouTube's most popular digital marketing video series, Mark now helps seoClarity's clients and potential clients to make the best possible use of the world's most powerful SEO platform.
Budget cuts, staff reduction, and a focus on essential spending are becoming part of our new "normal". For many, priority is given to mission-critical, revenue-driving investments. When it comes to SEO, how do you execute and drive results with the resources you have available to you right now? In enterprise SEO, it's not always the massive, multi-million dollar projects that show results. There are so many easy-to-execute projects to show return on investment quickly. Join our panel of top enterprise SEO experts to learn practical SEO tactics within your own organization that you can implement today to demonstrate those golden ticket results. Become THE traffic-driving, revenue-winning resource your team won’t be able to live without!
After this session, you'll be able to:
- Build quick tech wins in one afternoon
- Expand your content coverage even without dedicated content writers
- Find quick win opportunities from existing pages and content
VP Product Marketing & Training, seoClarity @marktraphagen
Sponsored by: seoClarity
The world’s first AI-driven, enterprise SEO platform that delivers actionable insights to truly scale SEO. The only platform with all SEO data, all SEO metrics, and all capabilities seamlessly integrated for the fastest, most scalable insights – without artificial limitations.
Based on the economic downtown and the affects from COVID-19, seoClarity launched Essentials. The company believes that no matter your situation you should be able to thrive in SEO.
With seoClarity Essentials, rank tracking is just the beginning. It includes interactive ranking analysis with unlimited competitor comparisons starting with 5,000 keywords packaged with the most competitive keyword research data set and an AI-driven content writer. All for just $750 per month with no annual commitments.
Special offer for SMX Next attendees: 50% off your first month!
Session 3
How To Use Your PPC Campaigns To Power Your SEO Strategy
Anthony Allison
Sr. Marketing Lead, SEO/PPC, Affirma
Sr. Marketing Lead, SEO/PPC, Affirma
Anthony Allison is a Sr. Marketing Consultant at Affirma, one of the largest consulting groups in the Pacific Northwest region. As the search team lead, his focus is on helping B2B and B2C companies of all sizes better understand, connect with, and convert their customers from paid and organic channels. Under his leadership, aggregate PPC conversion rates across clients grew over 77% in 2019 and he strives to keep a team-wide 100% customer satisfaction metric.
Understanding your customer's search behavior is critical to building a successful PPC campaign. PPC specialists know the importance of keyword research, but often fail to understand its place in underlying search strategies.
Your company's PPC campaigns already make use of customer search behavior, keyword targeting, and inbound copy and messaging. Bringing these tools and tactics to your site's SEO strategy can refine your site copy, improve your organic rankings, and drive increases in conversions and revenue. Join this session for tips on enhancing your SEO strategy with the work you're already doing in your PPC campaigns.
After this session, you'll be able to:
- Implement PPC tools and techniques into your SEO strategy to boost organic rankings, conversion rates, and site ROI
- Avoid unnecessary content creation by understanding what search terms your customers are using
- Integrate your PPC campaigns with an overarching search strategy
Sr. Marketing Lead, SEO/PPC, Affirma @affirmaconsult
Sponsored by: Affirma Consulting
Affirma is a full-service agency based out of Bellevue, WA. Our digital marketing services include Marketing Automation, Content Writing, SEO, SEM, Social Media, Webinars, and Digital Events. We also offer expertise in Cloud, Data & Analytics, SharePoint, Technology Infrastructure, Custom Development, Visual Design, and CRM. We focus on delivering true, measurable business value to our clients and have a passion for customer satisfaction.
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Concurrent Sessions
Session 1
How Link Building Has Changed & What You Need To Do Now
Jim Boykin
SEO, CEO and Founder, Internet Marketing Ninjas
SEO, CEO and Founder, Internet Marketing Ninjas
Jim Boykin has been actively involved in SEO and Internet marketing since 1999 when he started his business. Boykin's knowledge and experience have made him one of the most respected and referenced SEO's in the industry and his passion for innovation and growth has led his company, Internet Marketing Ninjas, to become one of the world's leading online marketing firms. Boykin is also the former CEO of several Internet marketing communities including: Threadwatch, the Cre8aSiteForums, the Developer Shed properties, and Webmaster World.
Who links to your website (a.k.a. your backlinks) is one of the biggest ranking factors for Google... yet obtaining backlinks from other websites is one of the hardest things to do. That's precisely why so many people and so many companies try shortcuts to build backlinks, but these can often get them in trouble.
After this session, you'll be able to:
- Understand why link building is one of the biggest ranking factors for Google... and one of the hardest things to do
- Avoid shortcuts that can get you in trouble, methods that are no longer suggested, and techniques that can get you penalized
- Measure and report on the value of backlinks
SEO, CEO and Founder, Internet Marketing Ninjas @jimboykin
Sponsored by: Internet Marketing Ninjas
Do you want more traffic from Google Search? Do you want to rank higher in Google Search? Do you need to increase your domain authority? Do you want to make your site rich with assets that attract traffic and links? Do you want to work with a team of experts and get expert assistance? If so, then we can help.
There are few (if any) other companies in the industry with more experience than the Ninjas. In what started as a one-man company back in 1999, it now consists of 42 employees. The average tenure of current employees is just over 9 years, and the combined time of all ninjas at our company is close to 400 years of experience...all under 1 roof.... well, we used to be under 1 roof, until Corona... But we're one big family, even if we're not in the same building anymore... we are a well-oiled machine.
We have many team members who are honestly experts in their specialized SEO area of expertise, so as a client, you are getting a team of SEO's, who can assist your site to gain more traffic via relevant searches from Google.
Talk to us, let's see if we can help.
We're honest, transparent, and we'd love to earn your trust.
Peace, Love, and Respect,
Jim Boykin
Session 2
How To Secure Executive Support (And Budget) For A Company-Wide SEO Strategy
Jessica Bowman
CEO and Founder, SEOinhouse.com
CEO and Founder, SEOinhouse.com
There's only one way to get executives ready to tweak roles company-wide to account for SEO: You need the right message, the right metrics, and a proven plan of action. This session will explore how to integrate SEO company-wide, how to present the concept with executives, build the business case, secure budget, and get executive support that will last for years.
After this session, you’ll be able to:
- Build a business case for securing SEO budget to train all roles company-wide and integrate SEO in workflows, templates, and processes across the organization
- Present your request for integrating SEO company-wide
- Show executives how SEO could grow faster in a way that makes them take immediate, highly effective action