Obsessed With SEO & SEM

March 13-15, 2018
San Jose Convention Center

SMX West 2018 Agenda

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Calendar

Full Conference Agenda - Tuesday, March 13th

7:00 AM-9:00 AM

Breakfast/Registration

9:00 AM-10:00 AM

Keynote: TBA

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    General

Overview

TBA

Moderator

10:00 AM-10:45 AM

Refreshments

10:45 AM-12:00 PM

SEO Ranking Factors In 2018: What's Important, What's Not

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Level: Advanced
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    SEO
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    SEO

Overview

The debate about Google ranking factors evolves with every algorithm update and each new theory about the influence of machine learning and AI. What's on the rise, what's on the decline, and what still works?

You'll leave this session knowing the key elements that will deliver maximum SEO success in today's environment.

Speakers

Olga Andrienko

Head of Global Marketing, SEMrush, @olgandrienko

Marcus Tober

Founder/CTO, Searchmetrics Inc., @marcustober

Moderator

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

Thinking Outside the SEM Box

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Level: All
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    SEM
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    SEM

Overview

New ad formats, bidding capabilities and targeting possibilities -- it can be hard for SEMs to keep up, much less take advantage of every new opportunity as an advertiser.

In this session, you'll hear out-of-the-box thinking about new platform features that delivered fresh leads, more sales and ROI. Come with your questions -- there will be lots of Q&A for open discussion.

Moderator

Ginny Marvin
Contributing Editor, Marketing Land, @ginnymarvin

Man + Machine: The Exploding Brave New Universe For Today's Online Marketers

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Level: Advanced
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    All
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    Digital Marketing

Overview

Now, more than ever, human creativity and insight are needed to direct an ever-expanding myriad of technologies such as artificial intelligence, machine learning, data science, business automation, creative scripting and chatbots. The role of the modern search marketer is changing as rapidly as the advancements in marketing technology.

Join our panel -- featuring a seasoned content marketer a veteran "Mad Man" and an analytics guru -- for a deep dive into the role machines and humans play in modern marketing. In this advanced-level session, you'll get insights into the realities search marketers face with technologies like RankBrain and machine learning/AI-enabled platforms. You'll also learn tactics to address the most pressing challenges you face today, and how to prepare for what's next to ensure conversions -- and survival -- in this "age of the machines."

Moderator

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

Keyword Research & Copywriting for Search Success

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Level: Beginner
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    SEO
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    Boot Camp

Overview

Step one toward achieving SEO success is knowing your message and understanding the search terms being used by your target audience and competitors. Step two is effectively using those keywords in your web pages is the basic building block of search success.

This beginner-level SEO session covers the importance of textual content to search engines and how, with some basic planning, you can create HTML title tags and body copy that works to generate quality search traffic. You'll also learn content optimization best practices and get copywriting tips from one of the search industry's most respected pros.

Speakers

Christine Churchill

President, KeyRelevance, @keyrelevance

Moderator

Debra Mastaler
President, Alliance-Link, @debramastaler

Noon-1:30 PM

Lunch, Expo Hall & SMX Theater Opens

(open to Expo+ pass holders)

1:30 PM-2:45 PM

SEO For Google's Mobile-First Index & Mobile-Friendly World

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Level: Advanced
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    SEO
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    SEO

Overview

Google is now using a mobile first index based on how devices crawl the web. It's a radical change from the old desktop-centric approach. And the change has major ramifications for SEOs.

In this session, you'll learn techniques for performing an audit in a mobile-first world to ensure that content, links, metadata and structured data are compliant, regardless of how users access your site.

Speakers

Leslie To

Director of SEO, 3Q Digital, @itsleslieto

Cindy Krum

CEO, MobileMoxie, @suzzicks

Moderator

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

The Art & Science Of Crafting Successful Ads

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    SEM
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    SEM

Overview

With all the options available in Adwords and Bing Ads, creating simple, effective creative has never been so complex. In this session, you'll learn both the art and the mechanics of crafting great online ads.

You'll get insights and learn how to:

- write creative copy that works.
- assemble ad formats, extensions and targeting options for greatest potency.
- design and deploy display ads of every shape and size.
- use automation for greater scale and messaging precision.

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

How Cisco Harnesses The Power Of SEO For Digital Transformation

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    Digital Marketing

Overview

Customers and businesses are constantly evolving, which means your website has to intelligently adapt to stay relevant and to deliver an optimal experience.

In this session, you'll learn how Cisco.com is leveraging SEO best practices, data and customer insights to transform its global site infrastructure. You'll see how the team focuses on technical implementation, conducts effective customer research and marshals digital capabilities to construct the relevant, personalized experience Cisco's customer are seeking.

Speakers

Laura Ann Mitchell

Director of Digital, Cisco Systems, Inc.

Ken Shults

VP of Strategic Innovation, BrightEdge

Moderator

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

TBA

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Level: All
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    Digital Marketing

Overview

TBA

Moderator

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

Link Building Fundamentals

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Level: Beginner
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    SEO
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    Boot Camp

Overview

Link building is a foundational skill for all SEOs. And though link building may sound easy, it's a subtle art with land mines and traps awaiting those who aren't careful.

In this beginner-level SEO session, you'll learn how to solicit and secure quality links, how to craft anchor text to build authority and how to avoid commonplace mistakes that will hurt your web credibility and search engine rankings, potentially even resulting in a penalty.

Speakers

Debra Mastaler

President, Alliance-Link, @debramastaler

Moderator

Christine Churchill
President, KeyRelevance, @keyrelevance

2:45 PM-3:15 PM

Refreshments & Expo Hall & SMX Theater Time

(open to Expo+ pass holders)

3:15 PM-4:30 PM

AMPing Up Your SEO Game

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    SEO
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    SEO

Overview

AMP -- Accelerated Mobile Pages -- is no longer an up-and-coming experimental project. It's now integrated into Google's regular results and its use has expanded far beyond publishers; it is now being deployed by retailers and others.

Whether you're just getting started with AMP or are looking to get more from your existing AMP efforts, this session explores the latest developments and what you should do to take advantage of them.

Moderator

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

Beyond Text: Mastering Other Ad Formats

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Level: All
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    SEM
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    SEM

Overview

Although most advertisers rely heavily on workhorse text ads, a large percentage of available ad impressions are made up by dynamic search ads, responsive ads, Gmail and other ad formats.

In this session, we'll take a deep dive into creating and optimizing these additional ad formats to maximize your campaign performance.

Moderator

Brad Geddes
Founder, AdAlysis, @bgTheory

Using Search Ads & Social To Deliver The Ultimate Knockout Punch

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Level: All
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    All
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    Digital Marketing

Overview

SEM practitioners and strategists are ideally suited to master the growing complexity of search and social media advertising -- and use them in concert. Tackling social requires similar thinking and detailed execution to get positive results.

In this intermediate level session, you'll learn how to apply your hard-earned SEM expertise to marrying search and social media advertising, creating the ultimate combination of push and pull.

Moderator

Ginny Marvin
Contributing Editor, Marketing Land, @ginnymarvin

Fundamentals of SEM

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Level: Beginner
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    SEM
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    Boot Camp

Overview

With searchers turning to Google and Bing more than 5 billion times every day, search advertising (SEM) enables you to effectively generate quality traffic on an efficient cost-per-click (CPC) basis.

This beginner-level session covers the basics of how to purchase ads from the major search engines, including best practices for achieving success and profitability.

Speakers

Matt Van Wagner

President, Find Me Faster, @mvanwagner

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

4:30 PM-4:45 PM

Break

4:45 PM-6:00 PM

AMP: Do Or Die?

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    SEO
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    SEO

Overview

Google has doubled down on Accelerated Mobile Pages (AMP), pushing site owners in every business vertical to convert their sites to support the specification. The company justifies its support of AMP with multiple case studies showing significant gains in traffic and conversions.

But there's another side of the story. We asked the readers of Search Engine Land about AMP adoption, the benefits and drawbacks of implementing and the difficulty of implementation. The results from our exclusive research indicate adoption is not widespread. To understand why, hear about our panelists' experiences with AMP. You'll get insights from a technical SEO as well as from representatives of a large publisher and an e-commerce site. This session is for all search marketers with intermediate and above experience.

Moderator

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

Perfect Your SEM Testing: How & Why To Evaluate Everything

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    SEM
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    SEM

Overview

Want to write the best ads the world has ever seen, and then prove you've done it?

This session focuses on the process of designing, implementing and measuring the results of search advertising testing. You'll learn what can and cannot be tested, how to design robust tests and the skills to identify all the biases and underlying problems of testing PPC campaigns.

Our panelists will talk about best-practice processes and illustrate with case studies how to design the most effective keyword, bid level, messaging and landing page tests. You'll also get insights into how to test and validate higher-level business questions that you must answer to successfully implement search advertising campaigns.

Moderator

Brad Geddes
Founder, AdAlysis, @bgTheory

Local Search: Significant Changes On The Horizon

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    Digital Marketing

Overview

Google has been moving to improve local search on several fronts, and the changes should be embraced by anyone who relies on geotargeting as a primary means of attracting customers. This session will cover an array of crucial topics, from how to take more control over your business-specific information to maximizing impact with local ads - plus probable future changes. Join our expert speakers to explore the rapidly evolving local marketing landscape and how marketers can best leverage new opportunities.

Speakers

Dana DiTomaso

President & Partner, Kick Point Inc., @danaditomaso

David Mihm

Founder, Tidings, @davidmihm

Andy Taylor

Associate Director of Research, Merkle, @PronouncedAhndy

Moderator

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

Search Engine-Friendly Web Design

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Level: Beginner
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    SEO
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    Boot Camp

Overview

Designers and SEOs sometimes clash over the best way to build a site for search engine success. The reality is that search engines are the starting point for most internet users, and if your site is difficult for Google, Bing or other engines to "read," it's not going to be found by human visitors. Striking the right balance is critical for usability, findability and search marketing results.

Attend this beginner-level session to learn how to create search engine-friendly sites that appeal to humans, too!

Speakers

Shari Thurow

Founder and SEO Director, Omni Marketing Interactive, @sharithurow

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

6:00 PM - 7:00 PM

SMX Expo Hall Reception Meet the market leading solution providers exhibiting at SMX West, while enjoying a beverage, snacks and networking.

(open to Expo+ pass holders)

7:30 PM-9:00 PM

Janes of Digital

Join us for small bites, cocktails, connecting and a panel discussion with women leaders in the industry.

All Access & Expo+ pass holders welcome.

Calendar

Full Conference Agenda - Wednesday, March 14th

7:00 AM-9:00 AM

Breakfast/Registration

9:00 AM-10:15 AM

Optimizing Content For Voice Search & Virtual Assistants

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Level: Advanced
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    SEO
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    SEO

Overview

Apple's Siri, Amazon Echo, Microsoft Cortana and Google Home are accelerating the use of voice search. That means forward-thinking SEOs must prepare now for a future where voice search and virtual assistants play a significant -- and in some cases, principal -- role in content discovery and conversions.

This advanced-level session explores how to use SEO tactics to optimize your content and user experience for a future when half or more of all queries will be spoken.

Moderator

Greg Sterling
Founding Principal, Sterling Market Intelligence, @gsterling

B2B SEM: Meeting Specific Challenges With Really Smart Tactics

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Level: All
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    SEM
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    SEM

Overview

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

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

Moderator

Brad Geddes
Founder, AdAlysis, @bgTheory

Conversion Optimization: Turning Quick Wins Into Winning Streaks

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Level: All
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    SEM
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    Analytics & Conversion

Overview

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

In this session, expert search advertising practitioners show you how they identify quick wins and repeat successes over time. You'll learn landing page optimization techniques for B2B, B2C, lead generation, e-commerce and more.

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

10:15 AM-10:45 AM

Refreshments & Expo Hall & SMX Theater Opens

(open to Expo+ pass holders)

10:45 AM-12:00 PM

Enterprise SEOs, Unite!

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Level: Advanced
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    SEO
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    SEO

Overview

Implementing SEO for large organizations requires specialized skills. You face challenges like multiple websites, possibly multiple content management systems, along with different countries' requirements, languages and domain management issues. And then there are the internal and brand managers who all want their say... the list goes on.

In this session, our panel of enterprise SEOs cover some of the latest technical issues that are especially relevant to large enterprise implementations.

Moderator

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

Unleashing The Power Of Online Video Ads

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Level: All
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    SEM
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    SEM

Overview

Investment in video advertising is growing rapidly, particularly on mobile. With more options to grab audience attention on more channels, brands and performance advertisers with all types of budgets are seeing the power of digital video ads.

In this intermediate SEM session, you'll learn how to develop killer creative, optimize your campaigns, ensure brand safety and much more. You'll also better understand how to extend your video efforts beyond YouTube and gain clarity on platform-dependent differences in targeting, creative and measurement capabilities.

Moderator

Ginny Marvin
Contributing Editor, Marketing Land, @ginnymarvin

Must-Have Reports For Search Advertisers

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Level: All
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    SEM
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    Analytics & Conversion

Overview

Actionable reports are essential to creating and tuning SEM campaigns. Determining which data to include and how to display it are crucial to effective campaign optimization. And the information you share with your boss or clients can make the difference in the perceived value of your position and can impact your career growth.

In this session, SEM experts share their favorite reports that help them maximize returns, gain an edge on the competition -- and delight and satisfy key stakeholders.

Moderator

Brad Geddes
Founder, AdAlysis, @bgTheory

Noon-1:30 PM

Lunch, Expo Hall & SMX Theater Opens

(open to Expo+ pass holders)

1:30 PM-2:45 PM

JavaScript & PWAs: What SEOs Need to Know

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Level: Advanced
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    SEO
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    SEO

Overview

Users expect dynamic, responsive and interactive websites that are both functional and super-fast. JavaScript enables developers to build these types of websites. And Progressive Web Apps (PWAs) allow developers to create responsive, application-like experiences for mobile and desktop devices.

This session explores the challenges of building a new generation of fast and functional sites and offers tips and techniques to ensure those sites will rank well by making content accessible to search engines.

Speakers

Max Prin

Head of Technical SEO, Merkle, @maxxeight

Vadim Supitskiy

VP of Software Engineering, Forbes

Moderator

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

The Great SEM Toolbox Roundup

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Level: All
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    SEM
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    SEM

Overview

Managing SEM campaigns without the right tools is like hammering nails with a screwdriver. You can do it, but it's not going to be pretty.

In this session, you'll hear what tools SEM experts can't live without, which tools they've ditches and which shiny new tools they are most excited about. You'll want to take notes in this session.

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

How To Develop Multichannel Attribution Models That Move The Needle

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Level: Advanced
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    SEM
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    Analytics & Conversion

Overview

For many, attribution remains both a data and practical challenge. Even as tools such as Adwords, Analytics and Google Attribution come online and evolve, attribution hasn't gotten easier. Nor has it been "solved" for most advertisers.

In this advanced SEM session, attribution experts will discuss how to develop and implement models that can inform campaign optimization and budget allocation for all stages of the marketing funnel.

Moderator

Ginny Marvin
Contributing Editor, Marketing Land, @ginnymarvin

2:45 PM - 3:30 PM

Refreshments & Expo Hall & SMX Theater Time (Expo Hall closes at 4:00pm)

(open to Expo+ pass holders)

3:30 PM-4:45 PM

Successful SEO Using Markup & Structured Data

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Level: Advanced
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    SEO
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    SEO

Overview

Properly structured data is a critical and often forgotten element in the formula for getting SEO results. Google now relies heavily on structured data markup for Rich Snippets -- moving beyond stars, images and additional information to better understand and index your content, giving it more prominence in search results.

In this session, you'll get insights into newer markup options and advanced uses of structured data related to Google Rich Snippets that can help you refine, update and optimize your content.

Speakers

Alexis Sanders

Technical SEO Account Manager, Merkle, @AlexisKSanders

Moderator

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

All Google Manual Penalties Explained

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    SEO
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    SEO

Overview

Former senior Google Search Quality team member Kaspar Szymanski explains Google manual penalties, their impact on your website and how to deal with them swiftly and successfully. In this session, you'll learn:
- the various penalty types.
- how they impact your website.
- how to successfully remove penalties.
- how to successfully communicate with Google.
- how to avoid manual penalties in the future.

Speakers

Kaspar Szymanski

Co-Founder, SearchBrothers.com, @kas_tweets

Moderator

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

How To Maximize & Measure Performance On The Google Display Network

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Level: Advanced
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    SEM
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    SEM

Overview

Maximizing the reach, awareness and performance of your display campaigns is critical to success of Google Display Network (GDN) campaigns.

In this advanced SEM session, you'll get insight into the successful prioritization of ad formats, creative uses of audience segmentation, strategies for picking placements, considerations for brand protection and the employment of attribution methods for display.

Moderator

Ginny Marvin
Contributing Editor, Marketing Land, @ginnymarvin

Analytics Clinic

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    All
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    Analytics & Conversion

Overview

Feel that you aren't taking full advantage of Google Analytics? Welcome to the club! In this clinic, you can get your GA questions answered by experts. Our panels of analytics pros will provide answers to the lingering questions and issues you struggle with, such as: how to combat spam, the settings that seek and destroy your data, which reports to avoid and which to live by, when to use a filter, when you use a segment and much more.

Speakers

Dana DiTomaso

President & Partner, Kick Point Inc., @danaditomaso

Ruth Burr Reedy

Director of Strategy, UpBuild, LLC, @ruthburr

Moderator

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

4:45 PM-5:00 PM

Break

5:00 PM-6:00 PM

TBA

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    Not Applicable

Overview

TBA

Moderator

9:00 PM-11:00 PM

SMX Expo After Dark

Calendar

Full Conference Agenda - Thursday, March 15th

7:30 AM-9:00 AM

Breakfast/Registration

9:00 AM-10:15 AM

Solving SEO Issues In A World Of Constant Change

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Level: Advanced
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    SEO
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    SEO

Overview

This session covers a range of important topics for companies that are either seeing a decrease in rankings and traffic from Google organic search, or for companies that feel they are at risk in the future. Our speakers will cover key algorithm updates that marketers need to be aware of in 2018, from quality updates to Panda to above the fold. Important new Chrome actions will also be discussed, including a list of violations and what can happen if a site is flagged. In addition, our speakers will connect what they are seeing in the field to what is covered in Google's Quality Rater Guidelines.

Speakers

Glenn Gabe

President, G-Squared Interactive, @glenngabe

Marie Haynes

Owner, HIS Web Marketing, @marie_haynes

Moderator

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

Advanced Audience Targeting & Management Tactics

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Level: Advanced
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    SEM
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    SEM

Overview

Audience targeting allows you to be precise in choosing who sees your ads. Google provides basic audience targeting tools that are easy to use, but you can do better with remarketing lists, custom combination lists, and custom affinity lists. You can even exclude groups that don't fit you demographic or other criteria.

In this SEM session, you'll learn how to get the most from advanced audience targeting to reach conversion-ready prospects and maximize the ROI of your campaigns.

Moderator

Brad Geddes
Founder, AdAlysis, @bgTheory

Your Mission: Increase Sales, Cut Costs, Maximize Profits

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Level: All
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    SEM
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    Retail & eCommerce

Overview

Increasing revenue while maximizing profit is the definition of success for commerce-driven marketers. Yet this remains an elusive goal for many. In this SEM and retail-focused session, you'll hear success stories from marketers who've been able to drive efficient revenue with innovative digital campaign strategies and tactics.

You'll learn:
- how to refine ad extensions for optimal payoff.
- how to streamline product feeds for maximum efficiency.
- how to boost product desirability.
- how to find new ways to drive revenues and maximize profits!

Moderator

Ginny Marvin
Contributing Editor, Marketing Land, @ginnymarvin

SEM Tune-Up Clinic With The SMX Mechanics

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    SEM
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    Clinic

Overview

Just like your favorite old car, even the best search advertising campaigns can use a tuneup every now and then to keep them running well.

In this hands-on clinic, our certified (and certifiable!) SMX SEM Mechanics will offer you their expert advice on your PPC ads, bidding tactics and anything else on your mind. Bring your toughest paid search questions! Based loosely on the hilarious NPR radio show, "Car Talk" this session is guaranteed to be as fun as it is informative.

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner