Time
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SEO Sponsored by
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SEM/PPC
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Digital Commerce Marketing
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Solutions
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SMX Theater
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10:05-10:50 |
Site Speed Is A Crucial Ranking Factor. Here's What You Need To Know Jessica Bowman - SEO In-house, Owner
Overview
After this session, you'll be able to:
- Understand why it's not one number, but a time continuum, that Google cares about
- Walk through each metric and describe what they each mean
- Audit your page speed by replicating specific examples
- Successfully talk to developers and product managers about page speed
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Future-Proof Your Sites For Google Core Updates Mordy Oberstein - Rank Ranger, CMO
Lily Ray - Path Interactive, Director, SEO
Overview
After this session, you'll be able to:
- Understand why you shouldn't diverge from your site's core profile
- Determine how the tone of your website impacts your authority and true intentions
- Think more holistically about authority and consider the overall alignment of purpose, use of UI elements, and so on to deal with Google's new approach to content
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Why And How To Run Effective Top-Of-Funnel Search Campaigns Amy Bishop - Cultivative, LLC, Owner
Overview
After this session, you'll be able to:
- Understand how to run effective top-of-funnel (TOFU) search marketing campaigns get your products and services in front of new customers early in their consideration process
- Know when to leverage TOFU paid search campaigns
- Implement strategies and best practices for setting up and managing TOFU campaigns
- Know what to expect for performance and how to measure it
- Understand attribution models across the sales funnel
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The Pros And Cons Of Automation: An Honest Roundtable Discussion Robert Brady - Righteous Marketing, Founder
Aaron Levy - Tinuiti, Director, SEM
Purna Virji - Microsoft, Senior Manager, Global Engagement
Overview
During this lively roundtable session, you'll be able to:
- Have an honest discussion about how marketers are using automation, when and why they have abandoned it, and how they are creating their own systems.
- Discuss why these two sentiments are common when discussing PPC automation: Automation is great, we should automate more. Automation isn't working and we've had to stop it.
- Ask questions - this is an open roundtable discussion, so all your questions are welcome!
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How To Keep Your Job As Shopping Ads Get More Automated Kirk Williams - ZATO, Owner
Overview
After this session, you'll be able to:
- Build and smartly manage Shopping Accounts in 2020
- Set up multi-country feeds and campaigns (it's easier than ever to go international with Shopping Ads)
- Grow your individual skills to become a more valuable Shopping Ads Practitioner in the world of Smart Shopping
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Turn 4X More Ad Clicks into Conversions with Post-Click Automation™
Overview
The biggest inefficiency in the $273B digital advertising industry is turning ad clicks into conversions. Today, fewer than 4.5% of ad clicks convert into leads or customers, leaving billions of dollars wasted on advertising. This is unacceptable in today's age of data and information.
Instapage CEO Tyson Quick will show you how he has used Post-Click Automation to optimize 1:1 ad-to-page personalization for every visitor, creating a cohesive journey from ad to post-click experience. He'll show you how to use advertising data-the same data each of you already possess-to drive growth and acquire new users. Discover how to hack the same targeted experience you provide in your advertising and use it during the conversion process with examples of successful digital advertising campaigns. Improving ROI, reducing ad spend, and delivering more conversions is as easy as making visitors feel like you're talking directly to them, one-on-one.
 Speakers
Sponsor
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10:50-11:30 |
Break and Expo Hall Opens |
10:55-11:10am Bruce Clay SEO for WordPress
Overview
Join SEO veteran Bruce Clay as he introduces a WordPress plugin that presents unique data and features for WP authors at the time of content creation.
 Speakers
Sponsor
11:15-11:30am How To Survive In E-commerce In A Zero-Click Google World
Overview
Fact: Google is making it harder for E-commerce websites to profit in search with Zero-Click organic search results and paid ad formats practices that increasingly put users into a Google walled garden. The good news: there are some simple tactics you can use today to get more users back to your site - and give your site a huge advantage over your competitors.
Find out:
- How to find and test keywords in E-commerce that don't get lost to the growing Zero-Click pandemic
- How to run Text Ads to higher converting multi-product pages to beat your competitors' Shopping Ads 2-to-1
- In this short presentation by one of Google's earliest Google Ad Product Specialists, Andreas Dzumla.
 Speakers
Sponsor
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11:30-12:15 |
In-house SEO Strategy: From Big Picture To Implementation Heather Mezzetta - The Gap, Director of SEO
Masaki Okazawa - AutoZone, SEO Specialist
Overview
After this session, you'll be able to:
- Structure your team for faster implementation
- Build a team that allows each member to showcase their individual strengths
- Arrange your team around product ownership and get in line with your entire organization
- Help your project manager get buy-in from the organization to allow product recommendations to be executed
- Understand how to build trust across your organization to support SEO initiatives
- Get everyone in your organization to think as they are part of the SEO team
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The New NoFollow And Snippet Rules Patrick Stox - Ahrefs, Product Advisor, Technical SEO, & Brand Ambassador
Overview
After this session, you'll be able to:
- Understand nofollow and snippet rules
- Describe what has changed with these attributes and what you should do with them
- Know whether or not people are adopting the new tag (ahref data)
- Speculate how Google may use the data
- Determine how Google may have to drive adoption
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The Art Of Structuring Search And Shopping Campaigns Frederick Vallaeys - Optmyzr, Inc., CEO
Overview
After this session you will be able to:
- Know the pros and cons of popular structures like alpha/beta, SKAG, and GriP
- Understand how your structure impacts the performance of modern automations like Smart Bidding from Google
- Deploy free automations that help maintain your target structure in a dynamic environment
- Work with free tools from the search engines to analyze data in a way that makes sense to your business, even when your account structure doesn't follow those same patterns
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Build And Test Powerful Landing Pages: Tips From The Pros Stoney deGeyter - Stoney deGeyter, Digital Marketing Consultant
Jeremy Epperson - Conversion Guides, Growth Consultant and Startup Advisor
Overview
After this session, you'll be able to:
- Understand the most important content and elements to include on landing pages
- Analyze and audit your own landing pages to know what's working and what's not
- Build and test landing pages that search engines favor (therefore, ones that generate more clicks and higher conversion rates)
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Digital Commerce Insight 1: How To Find & Fix eCommerce Keyword Cannibalization Issues (11:30am-11:41am) James Brockbank - Digitaloft, Managing Director & Founder
Overview
After this session, you'll be able to:
- Understand what keyword cannibalization is and why is it such a problem for eCommerce SEOs
- Recognize the most common types of cannibalization seen on eCommerce stores and how to identify these using Google Search Console and Data Studio
- Solve cannibalization issues including 301 redirects, canonicalization, content consolidation and re-optimizing pages
- Change workflows to prevent such problems happening in the future by working through a simple checklist when launching new products, categories or blog posts
Digital Commerce Insight 2: Set Your Products Up For Success By Understanding Amazon's A9 Algorithm Nancy McLaughlin - Tinuiti, Director, Marketplace Search
Overview
After this session, you'll be able to:
- Understand the direct and indirect factors that influence Amazon's A9 Algorithm — and use them to your advantage
- Describe sales velocity and content's role in ranking on Amazon
- Discuss how advertising plays into the ranking algorithm
Digital Commerce Insight 3: How Search Is Driving Real World Product Innovation (12:00pm-12:12pm) Benjamin Spiegel - Procter & Gamble, Chief Digital Officer, Global Beauty
Overview
In this session, you'll:
- Use insights from search to drive product innovation, R&D, communications and design
- Extract insights from free tools like Google Trends and create insightful recommendations for your product and R&D teams
- Understand how manufacturers and companies use social listening to create new brands and product lines
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What 'Near Me' Brand Experience Means To Your Customers
Overview
With 60% of Google searches coming from mobile devices, "near me" queries and local search have grown explosively. Smartphones are now the primary way customers discover businesses and make buying decisions. And the modern consumer journey creates new competitive challenges for multi-location brands and local businesses alike.
In this session you'll learn about:
- the rise of local-intent search (and how most of it is "unbranded")
- the fragmentation of attention and technology
- the central role of social validation today
- a holistic approach to marketing to near me searchers
Uberall's Kelly Benish provides a personal and data-driven look at how marketers can win by creating an outstanding 'Near Me' Brand Experience.
 Speakers
Sponsor
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SEO Site Clinic Christine Churchill - KeyRelevance, President
Chris Silver Smith - Argent Media, Founder & CEO
Overview
During this hands-on, PowerPoint-free Q&A session, you'll be able to:
- Volunteer your site to be audited in real-time by a panel of experts
- Discover the root causes of your challenges and actionable steps to overcome them
- Ask seasoned SEO veterans your burning questions on all-things organic
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12:15-1:15 |
Lunch and Expo Time
Lunch Presentation in Main Stage - Unlock Your Potential on Google Search
Overview
Reaching your potential in Google Ads is an ongoing cycle of analysis, expansion, and optimization. Come hear from Thibault Oberlin, Global Product Lead, about how Google thinks about growing your accounts responsibly. Learn how to use new features and the right approach to automation to unlock peak performance with Google Search.
 Speakers
Sponsor
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1:15-2:00 |
Improving Relationships Between SEO And Web Developers Jenny Jiang - Autodesk, SEO Developer
Dana Tan - Under Armour, Sr. Manager, Global SEO
Overview
After this session, you'll be able to:
- Create a healthy, productive environment in which SEO and web developers can collectively thrive
- Implement best practices for engaging with developers to implement technical SEO initiatives (hreflang, structured data, XML sitemaps, etc.)
- Show the value of your SEO team to developers so that they want to interact with your team as much as possible
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Behind The Scenes With Google Search Console And Bing Webmaster Tools Nikunj Daga - Microsoft, Product Manager
Daniel Waisberg - Google, Search Advocate
Overview
After this session, you'll be able to:
- Implement SEO best practices for crawling and site architecture
- Understand Webmaster Tools to get the most out of Bing search
- Know what's new and coming up in Bing Webmaster Tools
- Understand recent launches from Google
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How To Optimize Facebook Campaigns That Deliver Qualified Leads Julia Vyse - Vizeum, Digital Media Manager
Overview
After this session, you'll be able to:
- Understand and generate insights about your B2B audiences on Facebook
- Optimize results by filtering out anomalies from real data
- Build on success, using retargeting, lookalikes, and audiences from LinkedIn and your website to make your Facebook campaigns work harder
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Ad Testing In An Automated World Michael Crimmins - Sunpro Solar, Director of Search and Digital
Jonathan Kagan - MARC USA|Cogniscient Media, Sr Director of Search and Biddable Media
Overview
After this session, you'll be able to:
- Understand the correlation between audience and ad testing
- Know how to interpret GDN and YouTube ad tests
- Take ad test results and make them executable for ongoing media
- Efficiently test variables beyond just the creative and messaging
- Adjust your testing process to accommodate Messaging/ETA vs. RSA, call only and other formats rolling out from Google
- Use campaign experiments and ad variants in Google Ads to make testing more manageable, for accounts both large and small
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Driving Profitable Sales With Amazon Search Ads Kaitlin McGrew - PMG Digital Agency, Senior SEM Manager
Overview
After this session, you'll be able to:
- Drive sales on Amazon with a detailed, full funnel, and organized strategy
- Make the business case for Amazon Ads and overcome internal hesitation
- Use hidden features in the Amazon Search Platform to win more engagement
- Navigate Amazon Search while using Amazon Product Display to enrich your audience pool and close the loop
- Clean and organize ASINs and account structure
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Mastering SEO Silos - Bruce Clay
Overview
Come learn about SEO siloing from the person who invented it. This powerful "ranking factor" is often overlooked or implemented incorrectly. Attendees will learn the concepts and approaches to designing a silo architecture and the steps in the process. You will learn: - What is a silo, and why does it matter?
- Examples of successful results using silos
- Essential steps in the siloing process
- Effective internal linking structures
- How to create physical and virtual silos
 Speakers
Sponsor
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2:00-2:20 |
Break |
2:05-2:20pm Fantastic Links And Where To Find Them - Page One Power
Overview
Michael Johnson takes you on a magical journey through the (admittedly, not-so-magical) process of earning a quality backlink. 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.
 Speakers
Sponsor
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2:20-3:05 |
Google BERT: What SEOs And Marketers Need to Know Dawn Anderson - Bertey, Managing Director
Overview
After this session, you'll be able to:
- Understand what Google BERT is and where it came from
- Discuss how natural language understanding is developing and how you can utilize co-occurrence to disambiguate your search strategy
- Know how search engines may be utilizing Google BERT and its implications for search marketers
- Understand why you cannot optimize SEO for the Google BERT algorithm update
- Harness the power of Google BERT as a tool to improve your SEO efficiency and contextual relevance (complete with real-world examples)
- Understand BERT's successor ALBERT
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Solving Complex JavaScript Issues And Leveraging Semantic HTML5 Hamlet Batista - RankSense Inc, CEO
Russ Jeffery - Duda, Director of Strategic Integrations
Overview
After this session, you'll be able to:
- Understand that Google's index before render is important in the face of JavaScript-driven websites and apps (e.g. React, Angular, Vue)
- Avoid indexing problems by knowing how Google applies filters and limitations before rendering
- Deliver different HTML per page, even other page attributes (page URL, title, canonical, etc.), since Google won't render pages with limited differences
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How To Manage And Optimize B2B PPC Accounts Robert Brady - Righteous Marketing, Founder
Tim Jensen - Clix Marketing, Campaign Manager
Overview
After this session, you'll be able to:
- Understand your potential customer by stepping out of the digital marketer silo and talking with your sales and customer service teams
- Ask time-tested questions that provide answers you can quickly apply to messaging and targeting
- Think beyond search to audience-focused targeting, in order to zero in on precise B2B audiences
- Go beyond bottom funnel targeting to build demand at the top
- Use tools such as Answer the Public, internal site search, competitor keywords, RLSA + broad match, organic search queries in Search Console and more to fine better keyword ideas for niche B2B terms
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Genius-level Microsoft Ads, Google Ads Optimization Mark Irvine - WordStream, Senior Data Scientist
Frederick Vallaeys - Optmyzr, Inc., CEO
Overview
After this session, you'll be able to:
- Optimize success with both Microsoft Ads and Google Ads
- Implement specific tactics and tips to optimize your Google Ads campaigns
- Build a unique and scaleable strategy for your Microsoft Ads campaigns
- Define the subtle, but important differences between Google and Microsoft settings and targeting options
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Optimizing For Seasonality: How To Sell More In Your Peak Periods Genevieve Head-Gordon - Metric Theory, Senior Director of Account Services
Michelle Stinson Ross - Apogee Results, Marketing Operations Director
Overview
After this session, you'll be able to:
- Make the most of your seasonal periods by developing a year-long strategy
- Plan budgets and creatives for the most active times of year for your brand
- Implement new tactics like bidding levers in the platforms to increase seasonal performance
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Digital PR Playbook - The Convergence Of Search, Social, And Your Website
Overview
How do you shape the search landscape in your favor? Exults, 15-year industry veteran and pioneer, will teach you the nitty-gritty on our 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.
Learn about the best ways influence, optimize, and evolve the search landscape by leveraging the individual components of Digital PR- Search Engine Optimization, Social Media, Sponsored Ads, and Website Architecture. Get the official road map to a better SERP for your brand with Exults and Digital PR.
 Speakers
Sponsor
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Amazon SEO Clinic Brittany Page - 3Q Digital, Assoc. Director of SEO
Tony Verre - The Integer Group, VP of eCommerce
Overview
During this hands-on, PowerPoint-free Q&A session, you'll be able to:
- Volunteer your site to be audited in real-time by a panel of experts
- Discover the root causes of your challenges and actionable steps to overcome them
- Ask seasoned Amazon SEO veterans your burning questions
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3:05-3:45 |
Networking + Expo Time |
3:10-3:25pm Optimizing Your Google Ads Campaign By Reducing Click Fraud
Overview
PPC click fraud affects nearly all who advertise on Google. ClickCease's click-fraud detection, prevention, and protection service software helps advertise combat this issue and get the most out of their paid ad campaigns.
 Speakers
Sponsor
3:30-3:45pm Collective Intelligence Marketing - What Optimization Can Learn From Nature
Overview
Multi-location businesses face unique challenges with local marketing. Often, there is a lack of statistical data from their campaigns to make strategic decisions about performance and something as simple as measuring ROI can seem impossible. Find out how Adplorer's Collective Intelligence Marketing solves these problems by drawing examples from nature's animal groups, who form together as a whole to make better decisions and keep together, rather than leaving each individual to fend for themselves.
 Speakers
Sponsor
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3:45-4:30 |
Revisiting Google's Quality Raters Guidelines Jennifer Slegg - The SEM Post, Editor
Overview
After this session, you'll be able to:
- Understand why the Quality Rater Guidelines are crucial
- Know what Google considers to be signs of both high and low quality sites and pages
- Describe what Google's quality raters are, why they uses raters and what impact they have on the live search results
- Define E-A-T (expertise, authoritativeness and trustworthiness), articulate why is it so important and why Google cares
- Understand the importance of reputation for websites and Google's new emphasis on creator reputation
- Know what Google considers to be Your Money Your Life pages (YMYL), and what Google wants for these types of pages to rank well
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Optimizing For Voice Search: How Brands And Agencies Deliver Real Results Sathya Krishnamurthy - Milestone Inc., VP of Product
Sam Ruchlewicz - Warschawski, Vice President - Digital Strategy & Analytics
Overview
After this session, you'll be able to:
- Understand various paradigms of non-curated and curated voice search and understand the value of each
- Build and deploy a voice search solution, measure its impact, and continuously optimize for performance with case studies and reports
- Understand common use cases (as well as negative use cases) for voice SEO
- Leverage existing local SEO efforts to capture potential high-value voice queries
- Integrate voice search across the entire customer journey
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LinkedIn Ads: Advanced Strategies And Tactics For B2B Michelle Morgan - Clix Marketing, Director of Client Services
Overview
After this session, you'll be able to:
- Understand different LinkedIn targeting types, common pitfalls to avoid, and how large audiences should be for each stage of the funnel
- Take advantage of LinkedIn's frequency caps on ads and leverage the bidding strategy that will get you the most clicks of the lowest CPCs
- Identify the CTAs that perform best on LinkedIn and use proven strategies for Lead Gen ads
- Get the most out of high CPCs and get the most bang for your buck across all other ad platforms
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Hacking The Customer Journey Through Behavioral Economics Justin Freid - CMI/Compas, EVP, Growth and Innovation
Overview
After this session, you'll be able to:
- Understand behavioral economics and how it can be applied to digital advertising
- Use certain channels such as display, online video and others to 'prime' a user, build awareness and continuously touch a potential customer along their journey
- Activate a customer when it is time to buy through 'prompting'
- Improve creative and timing of ad placement to prompt users at the time that matters most
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SEO For E-commerce Category, Product Detail Pages Jill Kocher Brown - JumpFly, Director of SEO
Tony Verre - The Integer Group, VP of eCommerce
Overview
After this session, you'll be able to:
- Understand the key differences between (1) on-page SEO for product pages and (2) product detail page SEO for e-commerce sites like Amazon, Walmart, and others
- Apply best practices gleaned from original, large-scale research on the real-world viability of ranking for e-commerce categories, faceted search and product detail pages
- Apply actionable tactics for each key SEO factor to help achieve optimal product detail page SEO and show up in search against big e-commerce competitors
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Google Analytics Clinic Samantha Barnes - Bounteous, Inc, Associate Director of Data Analytics
Colleen Harris - CDK Global, Product Manager for Business Intelligence
Overview
During this hands-on, PowerPoint-free Q&A session, you'll be able to:
- Volunteer your site to be audited in real-time by a panel of experts
- Discover the root causes of your challenges and actionable steps to overcome them
- Ask seasoned veterans your burning questions on all-things about Google Analytics
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4:30-4:50 |
Break |
4:35-4:50pm SEO At Scale: Everything I've Learned After Building 25,000 Backlinks, 2,000 Blog Posts And Selling My First Startup.
 Speakers
Sponsor
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4:50-5:35 |
How Link Building Has Changed: What You Need To Do Now Jim Boykin - Internet Marketing Ninjas, CEO, SEO, and Founder
Overview
After this session, you will 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
- Create and market content that can earn backlinks
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Leveraging Schema And Structured Data For Maximum Effect Abby Hamilton - Merkle Inc., SEO Associate Manager
Cata Milos - Microsoft, Principal Program Manager
Overview
After this session, you will be able to:
- Understand how search engines render and see your content and extract structured data to power rich experiences
- Discover tools and resources that can help you to easily generate and test structured markup
- Increase the likelihood of you content displaying as rich-results, which have been found to increase click-through rate
- Fully realize the role semantic markup plays in determining the searcher experience and what types of schema you should use for best results
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Deep Dive Into Data Flow Aaron Levy - Tinuiti, Director, SEM
Overview
After this session, you will be able to:
- Understand the minimum amount of data you should capture for effective SEM campaigns
- Use 1st party data to inform Smart Bidding
- Easily optimize your campaigns based on LTV or other business metrics
- Identify what leaks in your sales process can tell you about your search campaigns
- Prevent "analysis paralysis" and know when it's best to trust directional data
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Automation: How To Push Forward; When To Push Back Natalie Barreda - T-Mobile, Sr. Manager, Media
Andrew Goodman - Page Zero Media, President
Overview
After this session, you'll be able to:
- Identify what to automate in your campaigns and what will improve your top and/or bottom lines
- Know how, when and why you should push back on recommendations from search engine reps
- Leverage automation tools and processes in an enterprise-level environment
- Measure and evaluate performance of your automation initiatives
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Selling With Video Joe Martinez - Clix Marketing, Director of Client Strategy
Overview
After this session, you'll be able to:
- Differentiate between TrueView In-stream and TrueView Discovery Ads
- Understand what actions users can take while ads are playing, what creative works, and what conversions you can push for each format
- Test different messages depending on video creative, audience targets, and ad formats
- Utilize companion banners, TrueView for Shopping, TrueView for Action, Ad Sequencing, Earned Actions, and more to build next-step strategies to push more conversions
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5:35-6:35 |
SPONSORED BY:
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5:40-5:55pm How To Dominate In The Ever Changing SERP Landscape
Overview
The search results continue to evolve with more and more new features being tested by Google and with these featured taking up more and more of the SERPs. This creates challenges, but also plenty of new opportunities. Come to this session to learn what the SERP landscape looks like and strategies to gain an advantage for your business.
 Speakers
Sponsor
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