Obsessed With SEO & SEM

March 13-15, 2018

10 years of search marketing success

SMX West 2017 Agenda

Build your own agenda! Click "Add To My Agenda", then enter your email in the My Agenda box at the bottom of the page to have your selections emailed to you.

  • All Days
  • Tuesday
  • Wednesday
  • Thursday
  • At A Glance
  • Workshops
  • Show All Session Details
  • Hide All Session Details
Calendar

DAY 1 - March 21st

7:00 AM-9:00 AM

Breakfast/Registration

9:00 AM-10:00 AM

The Future Is Now: The Google Assistant

+ Learn More
labels Close
  Added To My Agenda
  • Focus

    All
  • Track

    General

Overview

Google is continuously evolving to be more helpful and accessible to users, building an underlying foundation and investing in machine learning and AI. Google Assistant allows people to have conversations with Google, get answers and get things done. But being a truly successful Assistant means connecting users across apps and services and enabling an ecosystem where developers can do so. In this keynote, Google's Jason Douglas shares the key components of developing for Google Assistant with the easy-to-use tools that are available through Actions on Google.

Speakers

Jason Douglas

PM Director for Actions on Google, Google, Inc.

Moderator

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

Co-Moderator

Greg Sterling
Founding Principal, Sterling Market Intelligence, @gsterling

10:00 AM-10:45 AM

Refreshments

10:45 AM-12:00 PM

AMP: The Next Generation

+ Learn More
labels Close
  Added To My Agenda
  • Focus

    SEO
  • Track

    SEO

Overview

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

This session explores the latest AMP developments and what you should do to take advantage of them to deliver your content faster and reap the search result rewards.

Speakers

Paul Shapiro

Director of Strategy & Innovation, Catalyst, @fighto

Jeff Preston

Senior Manager, SEO, The Walt Disney Company, @jeffreypreston

Ranna Zhou

Product Manager, Content and Context, Search, Google, @rannazhou

Moderator

Danny Sullivan
Founding Editor, Search Engine Land, @dannysullivan

Thinking Outside The SEM Box

+ Learn More
labels Close
  Added To My Agenda
  • Focus

    SEM
  • Track

    SEM

Overview

With so many changes coming at us all the time -- new ad formats, new bidding capabilities, new targeting possibilities -- it's hard to keep up much less take advantage of every new opportunity. In this session, our expert panelists will share ways they've thought outside the box to capitalize on recent changes that have helped them gain more leads, more sales and more success with SEM.

Speakers

Susan Wenograd

Partner & SEM Manager, Five Mill, Inc, @susanedub

Rhonda Hanson

Head of Global Advertising, Namecheap

Moderator

Ginny Marvin
Contributing Editor, Marketing Land, @ginnymarvin

Keyword Research & Copywriting for Search Success

+ Learn More
labels Close
  Added To My Agenda
  • Focus

    SEO
  • Track

    Boot Camp

Overview

Knowing your message and keywords is the first step to any successful search marketing campaign. Great SEOs also know that understanding the search terms being used by your target audience and competitors is critical. And though it sounds obvious, effectively using those terms in your web pages is the basic building block of search success.

This 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.

Speakers

Christine Churchill

President, KeyRelevance, @keyrelevance

Moderator

Christine Churchill
President, KeyRelevance, @keyrelevance

Oh, Quality Score We Love You

+ Learn More
labels Close
  Added To My Agenda
  • Focus

  • Track

    Plus Session

Presented by:

Overview

Would you like to learn more about where you should focus your time when it comes to Quality Score? Come to Excel with Bing and here's what you'll learn:

- How Quality Score works
- Improve each component of you Quality Score
- Identify campaigns to optimize and best practices
- Articulate the difference between Bing and Google Quality Score

Speakers

Mona Elesseily

VP, Page Zero

John Lee

Sr. Client Development and Training Manager, Bing Ads Academy

Speakers

Christine Churchill

President, KeyRelevance, @keyrelevance

Sponsor

10:45 AM-11:10 AM

The Definitive Guide To Local Search Ranking Factors

+ Learn More
labels Close
  Added To My Agenda
  • Focus

    SEO
  • Track

    Local & Retail

Overview

How does Google's local algorithm really work? What are the factors that impact your results and how do you optimize for success?

Andrew Shotland and Dan Leibson of Local SEO Guide will walk you through the results of one of the largest-ever statistical studies of the local search ranking factors. Over the past year, they have studied the effect of more than 100 factors on the rankings of 15,000 local businesses in a hundred different metros. Learn which tactics really matter, so you know how you and your team should allocate your resources for maximum impact in your local search campaigns.

Speakers

Andrew Shotland

President, Local SEO Guide, @localseoguide

Dan Leibson

Vice President of Local & Product, Local SEO Guide, @danleibson

Moderator

Chris Sherman
Partner & VP Event Programming, Third Door Media, Inc., @CJSherman
11:10 AM-11:35 AM

Advertising In Maps: Unparalleled Local Context

+ Learn More
labels Close
  Added To My Agenda
  • Focus

    SEM
  • Track

    Local & Retail

Overview

Advertising on map platforms (Google Maps, Bing, etc.) can help increase visibility to consumers searching for a location or activity. Most notably, Google's new ad placement in the "local pack" has changed local search advertising equation.

In this session, you'll learn when and why a map advertising strategy makes sense. You'll also see examples of recognizable brands making the most of map placements, hear best practices for execution and walk away with actionable tactics for scaling map placements across hundreds of locations.

Speakers

Caleb Donegan

VP, Product & Digital Strategy, Balihoo, @calebdonegan

Moderator

Chris Sherman
Partner & VP Event Programming, Third Door Media, Inc., @CJSherman
11:35 AM-12:00 PM

Harnessing The Power Of Online Reviews

+ Learn More
labels Close
  Added To My Agenda
  • Focus

    SEO
  • Track

    Local & Retail

Overview

Online reviews are disrupting traditional marketing tactics and are impacting customer buying decisions. According to a recent survey, 88 percent of consumers trust online reviews as much as a personal recommendations. With social media driving word of mouth today, it's critical you understand how online reviews can impact your business.

Get the facts about how reviews can impact quality of service, customer satisfaction, customer retention and customer acquisition. Learn what causes most negative comments, and get tips on how to gain more rave reviews from your top customers.

Speakers

Thomas Ballantyne

Director of Marketing, Bulwark Exterminating, @Thos003

Moderator

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

Noon-1:30 PM

Lunch, Expo Hall & SMX Theater Opens

(open to Expo+ pass holders)

1:30 PM-2:45 PM

Speaking In Tongues: Mastering Multinational Search

+ Learn More
labels Close
  Added To My Agenda
  • Focus

    SEO
  • Track

    SEO

Overview

Setting up and running multinational campaigns is the new frontier for search marketers. But it's not enough just to translate a website and expect good results. Effectively using "hreflang" annotations, ensuring proper translation and cultural localization, mastering hosting issues, working with different currencies, tariffs and payment systems -- all of these need careful work.

This session shows you how to master the lingua franca of the international marketplace without making costly mistakes.

Speakers

Aleyda Solis

International SEO Consultant, Orainti, @aleyda

Moderator

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

The Nine Billion Ads Of Search

+ Learn More
labels Close
  Added To My Agenda
  • Focus

    SEM
  • Track

    SEM

Overview

While it may seem that all the ads in the world have already been written and that no new ideas are left, the quest for better ads is at the core of search marketing success. And true SEM pros find new opportunities by testing, tweaking and improving their efforts for success.

You'll leave this session with best practices for crafting powerful new text and display ads, and more effective strategies for measuring and testing performance.

Speakers

Brad Geddes

Co-Founder, AdAlysis, @bgTheory

Mark Irvine

Sr Data Scientist, Wordstream, @MarkIrvine89

Virginia Tonning

Global Manager of Paid Search, Schneider Electric, @vtonning

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

The Rapidly Changing World Of Offline Targeting And Attribution

+ Learn More
labels Close
  Added To My Agenda
  • Focus

    All
  • Track

    Local & Retail

Overview

Mobile devices and location intelligence have made it possible to identify audiences and their activities in the physical world. This is quietly revolutionizing digital marketing and attribution, even traditional media measurement. Google, Facebook and an array of others now have the ability to connect digital media and ad exposures to offline store visits and even conversions. Marketers must understand these capabilities, how they work and their dramatic "closed loop" implications for media planning and ROI measurement.

Speakers

Todd Silverstein

US Managing Director, Paid Media & Search, Edelman

Kelley Schultz

Director of Digital & Analytics, DialogTech, @kelleyliefer

Drew Breunig

VP, Business Applications, PlaceIQ, @dbreunig

Moderator

Greg Sterling
Founding Principal, Sterling Market Intelligence, @gsterling

Link Building Fundamentals

+ Learn More
labels Close
  Added To My Agenda
  • Focus

    SEO
  • Track

    Boot Camp

Overview

Ever since Google created PageRank, every good search marketer's motto has been "I link, therefore I am." Though linking seems easy, it's a far more subtle art than most realize, with land mines and traps everywhere if you aren't careful.

In this session, you'll learn how to solicit and get 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, or may even result in a penalty.

Speakers

Janet Driscoll Miller

President and CEO, Marketing Mojo, @janetdmiller

Moderator

Christine Churchill
President, KeyRelevance, @keyrelevance

Excel & Reporting Mastery

+ Learn More
labels Close
  Added To My Agenda
  • Focus

  • Track

    Plus Session

Presented by:

Overview

We can't do our jobs without Excel. We can't be great at our jobs if we're not great at Excel. Come to Excel with Bing and learn all about Excel! Also, Do you know which reports give you the best picture of your campaign status? Which report is the go-to when you want to understand why clicks went up 25%? Knowing how to efficiently pull the most useful reports from your Bing Ads dashboard can save hours of data dabbling, give you the right fuel to take to quarterly review meetings and help boost your success.

Speakers

Purna Virji

Sr. Client Dev & Training Manager, Bing

Aaron Lauper

adCenter Product Team, Microsoft

Speakers

Janet Driscoll Miller

President and CEO, Marketing Mojo, @janetdmiller

Sponsor

SEO: Ask Me Anything

+ Learn More
labels Close
  Added To My Agenda
  • Focus

  • Track

    Plus Session

Presented by:

Overview

Bruce Clay answers all your questions about SEO. Don't miss this information-packed session filled with actionable items that you can use immediately.

Speakers

Bruce Clay

Founder & President, Bruce Clay, Inc.

Speakers

Janet Driscoll Miller

President and CEO, Marketing Mojo, @janetdmiller

Sponsor

2:45 PM-3:15 PM

Refreshments & Expo Hall & SMX Theater Time

(open to Expo+ pass holders)

3:15 PM-4:30 PM

Optimizing Content For Voice Search & Virtual Assistants

+ Learn More
labels Close
  Added To My Agenda
  • Focus

    SEO
  • Track

    SEO

Overview

In the age of mobile devices and virtual assistants, the future of SEO requires optimizing content for voice search. New devices such as Amazon Echo and Google Home are further accelerating the trend toward voice search. Marketers and merchants must prepare now for a future in which voice and virtual assistants play a much larger role in content discovery and conversions. This session explores how to optimize your content and user experience for a future in which half or more of all queries will be voice-driven.

Speakers

Purna Virji

Senior Client Development and Training Specialist, Bing Ads, Microsoft, @purnavirji

Bryson Meunier

SEO Director, Vivid Seats Ltd., @brysonmeunier

Benu Aggarwal

President & Founder, Milestone, @milestonemktg

Moderator

Greg Sterling
Founding Principal, Sterling Market Intelligence, @gsterling

Fun (And Profit!) With Dynamic Ads

+ Learn More
labels Close
  Added To My Agenda
  • Focus

    SEM
  • Track

    SEM

Overview

Search advertisers dream of creating personalized ads for every potential customer. With emerging ad platforms and new capabilities and enhancements, the dream is becoming a reality. It's easier than ever to tailor your ads with customizers, create remarketing campaigns that include components of your website and semi-automate your ad and keyword selection with dynamic search ads.

In this session, we will examine the wide range of dynamic ad formats and give you strategies for implementing these tactics in your own accounts.

Speakers

Michelle Morgan

Director of Client Services, Clix Marketing, @michellemsem

David Szetela

President, FMB Media, @szetela

Steven Hammer

President, RankHammer, @armondhammer

Moderator

Brad Geddes
Founder, AdAlysis, @bgTheory

Paid Search Fundamentals

+ Learn More
labels Close
  Added To My Agenda
  • Focus

    SEM
  • Track

    Boot Camp

Overview

With searchers turning to Google and Bing 5+ billion times every day, paid search allows you to quickly and effectively generate quality traffic from search engines on a cost-per-click (CPC) or pay-per-click (PPC) basis.

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

Speakers

Matt Van Wagner

President, Find Me Faster, @mvanwagner

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

Audience & Attribution Demystified

+ Learn More
labels Close
  Added To My Agenda
  • Focus

  • Track

    Plus Session

Presented by:

Overview

If you've heard it once you've heard it a million times: how do you know for sure which channels are driving your sales? And if you don't know that, and if you don't understand your customers, how can you budget properly and create high performing ads? Come to Excel with Bing and here's what you'll learn:

- Attribution modeling
- Clearing up attribution issues
- Get exclusive Microsoft attribution and audience data
- Get to know the Bing Audience
- Use audience targeting effectively

Speakers

Kevin Klein

Bing Ads Insights, Microsoft

Matt Fisher

Senior Program Manager, Bing

Speakers

Matt Van Wagner

President, Find Me Faster, @mvanwagner

Sponsor

3:15 PM-3:40 PM

Inside The Amazon Shopping Engine

+ Learn More
labels Close
  Added To My Agenda
  • Focus

    SEM
  • Track

    Local & Retail

Overview

Are you selling on Amazon.com and looking to improve your sales and ROI?

This session focuses on the two core components of marketing on Amazon: the A9 algorithm and Amazon Marketing Services (AMS). You'll learn about the main components of the Amazon algorithm and how to optimize your products for it. You'll also get an inside view of how AMS functions and its targeting features, illustrated with case studies demonstrating how these techniques work to increase sales and maximize the impact of your marketing dollars.

Speakers

Tony Verre

Founder, DreamFire Digital Marketing, @TonyVerre

Moderator

Chris Sherman
Partner & VP Event Programming, Third Door Media, Inc., @CJSherman
3:40 PM-4:05 PM

Brick & Mortar's Secret Weapon: Search Data

+ Learn More
labels Close
  Added To My Agenda
  • Focus

    All
  • Track

    Local & Retail

Overview

Retailers of all sizes have been hit hard by the popularity of e-commerce giants like Amazon. As a retailer, how do you maximize the value of foot traffic by delivering highly relevant and enjoyable consumer experiences?

Meet your new secret weapon: search data. Your search data offers you robust insights for key areas of in-store marketing such as promotions, giveaways and product displays.

Join Catalyst's search and retail expert, Andrew Ruegger, as he explains how marketers can leverage search data to improve in-store experiences and increase sales.

Speakers

Andrew Ruegger

Senior Partner, Head of Data Science, Catalyst, @aruegger

Moderator

Chris Sherman
Partner & VP Event Programming, Third Door Media, Inc., @CJSherman
4:05 PM-4:30 PM

Findability & Shoppability Beyond Google

+ Learn More
labels Close
  Added To My Agenda
  • Focus

    All
  • Track

    Local & Retail

Overview

As consumers increasingly bypass traditional search engines on their quest for a specific product or brand, it's no longer enough to have page one Google rankings or a successful AdWords campaign. Marketers must take control of their presence on shoppable websites and develop paid and organic strategies for the sites that consumers are favoring over conventional search engines.

This session focuses on the shifting landscape and will help brands own their presence and drive online sales above and beyond the traditional search result page.

Speakers

Chris Humber

Head of Search, Catalyst, Part of GroupM Connect, @ChrisHumber

Moderator

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

4:30 PM-4:45 PM

Break

4:45 PM-6:00 PM

SEO & Social: A Match Made In Marketing Heaven

+ Learn More
labels Close
  Added To My Agenda
  • Focus

    All
  • Track

    SEO

Overview

SEOs spend their days worrying about things like on-page content, structured data, technical issues and other high-precision tasks. By contrast, social media marketers spend most of their time on external sites, creating spontaneous content and focusing on relationships rather than technical issues. Sounds like oil and water, right?

The reality is that these two teams can be highly complementary, supporting and reinforcing their efforts for mutual benefit. In this session, our panelists will show you how they got the SEO and social media tribes to cooperate to supercharge their overall marketing campaigns.

Speakers

Hannah Thorpe

Commercial Director, White.net, @hannahjthorpe

Chris Pinkerton

VP, Enterprise Media & Research, Mediative, @chrispinkerton

Maggie Malek

Head of Social Media, MMI Agency, @MagsMac

Mark Traphagen

Sr. Director of Brand Evangelism, Stone Temple Consulting, @marktraphagen

Moderator

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

Always Be Testing To Always Be Closing

+ Learn More
labels Close
  Added To My Agenda
  • Focus

    SEM
  • Track

    SEM

Overview

While ongoing testing is important for all advertisers, businesses can have a significantly more complex sales funnel, a longer buying process and special challenges that only apply in a B2B world.

In this session, we'll explore unique approaches for testing and managing B2B paid search accounts that go beyond traditional "click-then-buy" tactics.

Speakers

Robert Brady

Founder, Righteous Marketing, @robert_brady

Adam Proehl

Partner, NordicClick Interactive, @adamproehl

Ayat Shukairy

Co-founder at Invesp VP Marketing and FigPii, Invesp, @ayat

Moderator

Brad Geddes
Founder, AdAlysis, @bgTheory

Getting The Most Out Of Google & Bing Shopping

+ Learn More
labels Close
  Added To My Agenda
  • Focus

    SEM
  • Track

    Local & Retail

Overview

Many retailers generate up to 50 percent of their annual sales during holidays and special events throughout the year. Even those that don't make the most of their SEM-powered shopping campaigns to maximize revenue and fend off competition by successfully using the Google & Bing shopping platforms.

In this session, you'll learn how to take your shopping campaigns to the next level with insights from holiday season results, detailed feed optimization tricks, campaign structure insights and more. Plan your 2017 holiday campaigns early this year.

Speakers

Andreas Reiffen

CEO and Founder, Crealytics, @AndreasReiffen

Todd Bowman

Director, SEM and Feeds, Merkle, @ToddBowman68

Jake Favaro

Account Director, 3Q Digital, @3QDigital

Moderator

Ginny Marvin
Contributing Editor, Marketing Land, @ginnymarvin

Search Engine Friendly Web Design

+ Learn More
labels Close
  Added To My Agenda
  • Focus

    SEO
  • Track

    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. Finding the right balance is critical for usability, findability and search marketing success.

Attend this session and 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

Skinny on the Future of Bing Ads

+ Learn More
labels Close
  Added To My Agenda
  • Focus

  • Track

    Plus Session

Presented by:

Overview

We want to chat with you! Come to Excel with Bing to meet some of the Bing Ads team. We'll have engineers, insights managers, account team members, customers & other special guests on stage to answer all your questions and give you a sneak peek into the future of Bing Ads.

Speakers

Frances Donegan-Ryan

Influencer, SEMPro, Microsoft

Kim Farmer

Sales Director, Bing Ads

Aaron Lauper

adCenter Product Team, Microsoft

Seniha Koksa

Product Manager, Microsoft

Speakers

Shari Thurow

Founder and SEO Director, Omni Marketing Interactive, @sharithurow

Sponsor

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 - 9:30 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

DAY 2 - March 22nd

7:00 AM-9:00 AM

Breakfast/Registration

9:00 AM-10:15 AM

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

+ Learn More
labels Close
  Added To My Agenda
  • Focus

    SEO
  • Track

    SEO

Overview

Google is now using a mobile-first index that is based on how a mobile device would crawl the web. This is a radical change from how Google previously indexed the web with a desktop-first approach. This change has major ramifications for SEOs and webmasters.

Our speakers will discuss techniques for performing an audit in a mobile-first world to ensure that content, links, metadata and structured data are compliant, regardless of how your site is accessed by users.

Speakers

Leslie To

Sr. Director of SEO, 3Q Digital, @itsleslieto

Eric Enge

CEO, Stone Temple Consulting, @stonetemple

Gary Illyes

Webmaster Trends Analyst, Google, @methode

Moderator

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

Using Paid Search & Social Together To Deliver The Ultimate Knock-Out Punch

+ Learn More
labels Close
  Added To My Agenda
  • Focus

    All
  • Track

    SEM

Overview

Multidisciplinary search marketers (yes, that means you!) are best prepared to handle the growing complexity of digital advertising and fulfill the omnichannel promise. If you've mastered scripts, bid modifications and elaborate combinations of extensions, using paid search and social media together could be your next big move.

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

Speakers

Sahil Jain

CEO and Co-founder, AdStage Inc., @sahilio

Maggie Malek

Head of Social Media, MMI Agency, @MagsMac

Justin Freid

Vice President of Emerging Media, CMI Media, @justin_Freid

Moderator

Pamela Parker
Contributing Editor, Search Engine Land, @pamelaparker

Conversion Rates & The Law of Diminishing Astonishment

+ Learn More
labels Close
  Added To My Agenda
  • Focus

    SEM
  • Track

    Analytics & Conversion

Overview

We all know how exhilarating it can be to optimize new campaigns when double-digit returns are relatively easy to achieve. Eventually, though, growth flattens, and gains are tougher to come by. Grasping at straws with untested tactics and ideas is not the way to ensure continued success.

Our panel of experts will share conversion optimization strategies that reinvigorate the performance of mature campaigns. You'll learn the tactics, processes and best practices that have worked to minimize the "Law of Diminishing Astonishment" and find new ways to reignite growth in your campaigns.

Speakers

Ayat Shukairy

Co-founder at Invesp VP Marketing and FigPii, Invesp, @ayat

Jeremy Epperson

Director of Conversion Optimization, 3Q Digital, @Jeremy3Q_CRO

Amy Balliett

CEO, Co-Founder, & Chief Swiss Army Knife, Killer Infographics, @topinfographics

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

Attribution In AdWords

+ Learn More
labels Close
  Added To My Agenda
  • Focus

  • Track

    Plus Session

Presented by:

Overview

The customer journey can be long and complex, not only across time but across devices. Being able to identify which ads really and truly influenced someone's decision is a tough proposition, but it's a crucial one to get right. This session covers how to think about approaching attribution in AdWords so that you can identify how your advertising affects people during crucial, decision-making moments.

Speakers

Ayat Shukairy

Co-founder at Invesp VP Marketing and FigPii, Invesp, @ayat

Jeremy Epperson

Director of Conversion Optimization, 3Q Digital, @Jeremy3Q_CRO

Amy Balliett

CEO, Co-Founder, & Chief Swiss Army Knife, Killer Infographics, @topinfographics

Sponsor

10:15 AM-10:45 AM

Refreshments & Expo Hall & SMX Theater Opens

(open to Expo+ pass holders)

10:45 AM-11:10 AM

What SEOs Need To Know About Progressive Web Apps

+ Learn More
labels Close
  Added To My Agenda
  • Focus

    SEO
  • Track

    SEO

Overview

If you wish you could deploy a website with the interactivity and functionality of a mobile app, Progressive Web Apps (PWAs) may be just the ticket. PWAs allow you to build mobile websites that function just like an app, are easy to deploy and work across all devices and browsers. Is it too good to be true?

Our speaker will take you inside this Google-backed markup standard, showing you how to implement PWAs and what SEOs need to know about getting them indexed and ranked in Google search results.

Speakers

Cindy Krum

CEO, MobileMoxie, @suzzicks

Moderator

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

Your Mobile PPC Sucks (But It Doesn't Have To!)

+ Learn More
labels Close
  Added To My Agenda
  • Focus

    SEM
  • Track

    SEM

Overview

Many PPC marketers have tried opting into mobile search and have seen poor results, including low CTR, poor SERP visibility, underwhelming conversion rates and higher CPAs. How can you justify investing in paid search on a device that doesn't see parity with desktop performance?

In this session, you'll learn how to take your SEM campaigns to the next level with best practices, case studies and approaches that take advantage of the unique opportunities available to mobile advertisers.

Speakers

Maddie Cary

Director of Paid Search, Point It, @MaddieMarketer

Moderator

Ginny Marvin
Contributing Editor, Marketing Land, @ginnymarvin

Google Analytics And The Rise Of (Free!) DIY Audience Marketing

+ Learn More
labels Close
  Added To My Agenda
  • Focus

    All
  • Track

    Analytics & Conversion

Overview

It's an understatement to say that the internet is a vast place. But no matter how big it is, segmenting your audiences in Google Analytics provides a transparent way to understand and break down your site visitors and audiences. Using segments helps search marketers fine-tune how to speak to different visitors in different ways, increasing both efficiency and efficacy.

Attend this session to learn:
- what questions to ask when designing audience segments.
- best practices and how to best use segmentation.
- how to perform complex audience research with your existing ad platforms and analytics suites.

You'll leave this session knowing how to use audience marketing to increase conversion rates and more effectively identify and target potential customers.

Speakers

Andrew Garberson

Manager of Search, LunaMetrics, @garberson

Moderator

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