Obsessed With SEO & SEM
SMX West 2018 Agenda
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Full Conference Agenda - Wednesday, January 30th
8:00 AM-9:00 AM
Breakfast/Registration
Keynote - TBA
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Track
General
Overview
TBA
SMX West Moderator:
Chris Sherman is VP of Event Editorial at Third Door Media and President of Searchwise LLC, a Boulder Colorado based Web consulting firm. With over 25 years experience in interactive technologies, he is frequently quoted in the Wall Street Journal, the New York Times, Business Week, USA Today and other publications, and has appeared on CNN, NPR, CBS and other television and radio networks.
Chris is a Web Search University faculty member, and is an honorary inductee of the Internet Librarian Hall of Fame. He is the author of "Google Power: Unleash the Full Power of Google" from McGraw-Hill. His previous books include "The Invisible Web: Uncovering Information Sources Search Engines Can't See" (with Gary Price) from CyberAge Books; The McGraw-Hill CD ROM Handbook, and "The Elements of Basic", "The Elements of Cobol" and "The Elements of Pascal" from John Wiley & Sons.
Chris has written about search and search engines since 1994. His clients have included International Data Corporation, Accenture, Motorola, Levi-Strauss, Nokia, Ortho Biotech, Porsche, United Technologies, and the Scripps Clinic. From 2001 through 2006, Chris was Executive Editor of SearchEngineWatch.com and Conference Chair of the international Search Engine Strategies events in Canada, China, France, Italy, Sweden and the U.K. From 1998 to 2001, he was the Web Search Guide for About.com.
Chris holds a master's degree in Interactive Educational Technology from Stanford University and a bachelor's degree in Visual Arts and Communications from the University of California, San Diego. Chris has been unsuccessful in his attempts to persuade Stanford to strip his degree so he can join the founders of Yahoo and Google in boasting about *not* graduating from the university.
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9:45 AM-10:00 AM
Break
Machine vs. Man: What Really Matters For SEO Success
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SEO
Overview
When it comes to presenting the best results for any given query, Google favors generalized algorithmic improvements over band-aids that address specific problems. Yet Google also employs a team of search quality raters to evaluate and provide feedback on search results.
As an SEO, should you be meticulously analyzing search ranking algorithm updates or carefully studying each word of the 164-page Google quality raters guidelines?
In this session, you'll learn what you should focus on and what really matters for SEO success in today's algorithmically-driven yet human-mediated ranked environment.
SMX West Moderator:
Barry Schwartz is Search Engine Land's News Editor and owns RustyBrick, a NY based web consulting firm. He also runs Search Engine Roundtable, a popular search blog on very advanced SEM topics. Barry's personal blog is named Cartoon Barry and he can be followed on Twitter here. For more background information on Barry, see his full bio over here.
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The Text Ad Reboot: How To Evaluate & Manage Your Current Options
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SEM
Overview
In the past year, Google has shaken things up for advertisers. It has introduced new products such as Responsive Search Ads and expanded the number of headlines and descriptions in standard text ads. These longer ads offer more real estate, but do they deliver better results or just create complexity?
This session delivers best practices for evaluating the effectiveness and managing the choices text ads offer. It will answer your questions including "Is running three headlines more effective than using two?" or "Are two descriptions are better than one?"
SMX West Moderator:
Brad Geddes has been involved in PPC since 1998. He is a co-founder of AdAlysis, an ad testing & recommendation platform. Brad is the author of Advanced Google AdWords, the most advanced book ever written about Google's advertising program.
Brad has worked with companies who manage tens of thousands of small PPC accounts and other companies who spend millions on marketing each month. His experience ranges from owning his own agency, to managing a boutique agency, to overseeing programs that were official resellers of Google and Microsoft. Some brands he has worked with include: Amazon, Yahoo, Google, Thomson Reuters, YP.com, Encyclopedia Britannica, and Salesforce.
One of his trademarks has been demystifying the complicated aspects of SEM. Not one to hold secrets, Brad prefers to educate his readers on the various aspects of crafting successful marketing campaigns to ensure the success for all parties involved.
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Instapage - TBA
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Solutions
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Overview
TBA
SMX West Moderator:
Co-Founder, AdAlysis
@bgTheoryBrad Geddes has been involved in PPC since 1998. He is a co-founder of AdAlysis, an ad testing & recommendation platform. Brad is the author of Advanced Google AdWords, the most advanced book ever written about Google's advertising program.
Brad has worked with companies who manage tens of thousands of small PPC accounts and other companies who spend millions on marketing each month. His experience ranges from owning his own agency, to managing a boutique agency, to overseeing programs that were official resellers of Google and Microsoft. Some brands he has worked with include: Amazon, Yahoo, Google, Thomson Reuters, YP.com, Encyclopedia Britannica, and Salesforce.
One of his trademarks has been demystifying the complicated aspects of SEM. Not one to hold secrets, Brad prefers to educate his readers on the various aspects of crafting successful marketing campaigns to ensure the success for all parties involved.
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11:00 AM-11:15 AM
Break
Mobile First Indexing & Mobile Friendly SEO
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SEO
Overview
Not focused on delivering a great user experience to mobile users? You are missing a huge and growing opportunity.
Start by understanding the difference between mobile-first indexing and mobile-friendly SEO. Though linked at the hip, they are not the same. Mobile-first indexing means that Google's crawlers now primarily see your web pages as they are rendered by a smartphone. SEO for the mobile-first index is different from traditional SEO.
In this session, you'll learn how to construct a mobile-friendly SEO site for search engines that delivers exceptional user experiences for your human visitors.
SMX West Moderator:
Barry Schwartz is Search Engine Land's News Editor and owns RustyBrick, a NY based web consulting firm. He also runs Search Engine Roundtable, a popular search blog on very advanced SEM topics. Barry's personal blog is named Cartoon Barry and he can be followed on Twitter here. For more background information on Barry, see his full bio over here.
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Starting Fresh With Match Types & Account Structures
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SEM
Overview
Just when you thought you had built the perfect campaign structure to silo inbound SEM traffic by match-type to meet your ROAS goals with perfectly tuned bids and ads, everything changed. Updates to Google Ads and Bing Ads matching rules have upended many time-tested and reliable account structures.
In this session, you'll get a fresh take on the effectiveness of traditional account structures, how and when to consider a complete rebuild and what new hybrid account structures you should be considering to keep your campaigns competitive in the new world of SEM.
SMX West Moderator:
Matt Van Wagner is a seasoned sales and marketing professional specializing in paid and local search engine marketing strategies for small and medium-sized companies in the United States and Canada. An award-winning speaker whose presentations are usually as entertaining as they are informative, Matt has been a popular speaker at SMX and other search conferences. Matt is President and founder of Find Me Faster a search engine marketing firm based in Nashua, NH. He is a member of SEMNE (Search Engine Marketing New England), and SEMPO, the Search Engine Marketing Professionals Organization as a member and contributing courseware developer for the SEMPO Institute. Matt writes occasionally on internet, search engines and technology topics for IMedia, The NH Business Review and other publications and served as technical editor for Andrew Goodman's "Winning Results with Google AdWords" and Mona Elesseily's "Yahoo! Search Marketing Handbook." Matt is a graduate of St Lawrence University, Canton NY (BS Economics) with an M.B.A. from Rivier College, Nashua, NH.
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Bruce Clay - TBA
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Solutions
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Overview
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SMX West Moderator:
President, Find Me Faster
@mvanwagnerMatt Van Wagner is a seasoned sales and marketing professional specializing in paid and local search engine marketing strategies for small and medium-sized companies in the United States and Canada. An award-winning speaker whose presentations are usually as entertaining as they are informative, Matt has been a popular speaker at SMX and other search conferences. Matt is President and founder of Find Me Faster a search engine marketing firm based in Nashua, NH. He is a member of SEMNE (Search Engine Marketing New England), and SEMPO, the Search Engine Marketing Professionals Organization as a member and contributing courseware developer for the SEMPO Institute. Matt writes occasionally on internet, search engines and technology topics for IMedia, The NH Business Review and other publications and served as technical editor for Andrew Goodman's "Winning Results with Google AdWords" and Mona Elesseily's "Yahoo! Search Marketing Handbook." Matt is a graduate of St Lawrence University, Canton NY (BS Economics) with an M.B.A. from Rivier College, Nashua, NH.
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12:15 PM-1:15 PM
Lunch
Lunch Presentation - TBA
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Solutions
Presented by:
Overview
TBA
SMX West Moderator:
President, Find Me Faster
@mvanwagnerMatt Van Wagner is a seasoned sales and marketing professional specializing in paid and local search engine marketing strategies for small and medium-sized companies in the United States and Canada. An award-winning speaker whose presentations are usually as entertaining as they are informative, Matt has been a popular speaker at SMX and other search conferences. Matt is President and founder of Find Me Faster a search engine marketing firm based in Nashua, NH. He is a member of SEMNE (Search Engine Marketing New England), and SEMPO, the Search Engine Marketing Professionals Organization as a member and contributing courseware developer for the SEMPO Institute. Matt writes occasionally on internet, search engines and technology topics for IMedia, The NH Business Review and other publications and served as technical editor for Andrew Goodman's "Winning Results with Google AdWords" and Mona Elesseily's "Yahoo! Search Marketing Handbook." Matt is a graduate of St Lawrence University, Canton NY (BS Economics) with an M.B.A. from Rivier College, Nashua, NH.
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SMX West Moderator:
President, Find Me Faster
@mvanwagnerMatt Van Wagner is a seasoned sales and marketing professional specializing in paid and local search engine marketing strategies for small and medium-sized companies in the United States and Canada. An award-winning speaker whose presentations are usually as entertaining as they are informative, Matt has been a popular speaker at SMX and other search conferences. Matt is President and founder of Find Me Faster a search engine marketing firm based in Nashua, NH. He is a member of SEMNE (Search Engine Marketing New England), and SEMPO, the Search Engine Marketing Professionals Organization as a member and contributing courseware developer for the SEMPO Institute. Matt writes occasionally on internet, search engines and technology topics for IMedia, The NH Business Review and other publications and served as technical editor for Andrew Goodman's "Winning Results with Google AdWords" and Mona Elesseily's "Yahoo! Search Marketing Handbook." Matt is a graduate of St Lawrence University, Canton NY (BS Economics) with an M.B.A. from Rivier College, Nashua, NH.
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Ad Testing In A Multi-Format World
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SEM
Overview
The functionality of ad groups has evolved. Groups now include Responsive Search Ads, two headline text ads, three headline text ads and more. In addition, ad rendering on various devices is constantly changing as Google refines and updates formats. Only sophisticated ad testing can assure you're getting maximum performance from your campaigns. In this session, you'll get a deep dive into constructing, conducting and evaluating ad tests when you blend ad formats in groups. You'll walk away with new approaches, best practices and the know-how to use timeless testing techniques to drive campaign success.
SMX West Moderator:
Ginny Marvin is Third Door Media's Associate Editor, assisting with the day to day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.
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2:15 PM-2:30 PM
Break
Google's New Dynamic Rendering Workaround: A Must For JavaScript-Heavy Sites
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Overview
Developers love JavaScript for its flexibility and capabilities. But search engines still find it difficult to process JavaScript successfully. Google recently released a new SEO workaround, called dynamic rendering, that will support modern sites with JavaScript and sites that have a strong social media presence.
This session dives into the promise and reality of dynamic rendering. You'll get insights into how to implement this new process of switching between client-side rendering and pre-rendered content, and an up-close look at how dynamic rendering provides positive benefits for sites that rely heavily on JavaScript.
SMX West Moderator:
Barry Schwartz is Search Engine Land's News Editor and owns RustyBrick, a NY based web consulting firm. He also runs Search Engine Roundtable, a popular search blog on very advanced SEM topics. Barry's personal blog is named Cartoon Barry and he can be followed on Twitter here. For more background information on Barry, see his full bio over here.
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Getting Tactical With Google & Bing Audiences
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SEM
Overview
Google and Bing continue to introduce new audience development features that you can use to increase the reach and profitability of your paid search and display ad campaigns.
In this session, you'll learn new ways to build, optimize and capitalize on your audience targeting tactics.
SMX West Moderator:
Matt Van Wagner is a seasoned sales and marketing professional specializing in paid and local search engine marketing strategies for small and medium-sized companies in the United States and Canada. An award-winning speaker whose presentations are usually as entertaining as they are informative, Matt has been a popular speaker at SMX and other search conferences. Matt is President and founder of Find Me Faster a search engine marketing firm based in Nashua, NH. He is a member of SEMNE (Search Engine Marketing New England), and SEMPO, the Search Engine Marketing Professionals Organization as a member and contributing courseware developer for the SEMPO Institute. Matt writes occasionally on internet, search engines and technology topics for IMedia, The NH Business Review and other publications and served as technical editor for Andrew Goodman's "Winning Results with Google AdWords" and Mona Elesseily's "Yahoo! Search Marketing Handbook." Matt is a graduate of St Lawrence University, Canton NY (BS Economics) with an M.B.A. from Rivier College, Nashua, NH.
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3:30 PM-4:00 PM
Refreshment Break
Agencies Survey
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Solutions
Presented by:
Overview
TBA
SMX West Moderator:
President, Find Me Faster
@mvanwagnerMatt Van Wagner is a seasoned sales and marketing professional specializing in paid and local search engine marketing strategies for small and medium-sized companies in the United States and Canada. An award-winning speaker whose presentations are usually as entertaining as they are informative, Matt has been a popular speaker at SMX and other search conferences. Matt is President and founder of Find Me Faster a search engine marketing firm based in Nashua, NH. He is a member of SEMNE (Search Engine Marketing New England), and SEMPO, the Search Engine Marketing Professionals Organization as a member and contributing courseware developer for the SEMPO Institute. Matt writes occasionally on internet, search engines and technology topics for IMedia, The NH Business Review and other publications and served as technical editor for Andrew Goodman's "Winning Results with Google AdWords" and Mona Elesseily's "Yahoo! Search Marketing Handbook." Matt is a graduate of St Lawrence University, Canton NY (BS Economics) with an M.B.A. from Rivier College, Nashua, NH.
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Everything You Need To Know To Execute A Successful Site Migration
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Overview
Are you planning on switching to HTTPS, introducing a new CMS, changing hosting providers or relaunching your templates? Beware. Many things can go wrong. And the consequences can be severe.
Don't worry. We've got you covered! You'll leave this session with a comprehensive strategy for executing an error-free site migration that will deliver all the benefits you expect with none of the headaches. You'll get hands-on advice on how you should plan your relaunch from speakers who have executed dozens of successful migrations on a variety of types of sites around the world.
SMX West Moderator:
Chris Sherman is VP of Event Editorial at Third Door Media and President of Searchwise LLC, a Boulder Colorado based Web consulting firm. With over 25 years experience in interactive technologies, he is frequently quoted in the Wall Street Journal, the New York Times, Business Week, USA Today and other publications, and has appeared on CNN, NPR, CBS and other television and radio networks.
Chris is a Web Search University faculty member, and is an honorary inductee of the Internet Librarian Hall of Fame. He is the author of "Google Power: Unleash the Full Power of Google" from McGraw-Hill. His previous books include "The Invisible Web: Uncovering Information Sources Search Engines Can't See" (with Gary Price) from CyberAge Books; The McGraw-Hill CD ROM Handbook, and "The Elements of Basic", "The Elements of Cobol" and "The Elements of Pascal" from John Wiley & Sons.
Chris has written about search and search engines since 1994. His clients have included International Data Corporation, Accenture, Motorola, Levi-Strauss, Nokia, Ortho Biotech, Porsche, United Technologies, and the Scripps Clinic. From 2001 through 2006, Chris was Executive Editor of SearchEngineWatch.com and Conference Chair of the international Search Engine Strategies events in Canada, China, France, Italy, Sweden and the U.K. From 1998 to 2001, he was the Web Search Guide for About.com.
Chris holds a master's degree in Interactive Educational Technology from Stanford University and a bachelor's degree in Visual Arts and Communications from the University of California, San Diego. Chris has been unsuccessful in his attempts to persuade Stanford to strip his degree so he can join the founders of Yahoo and Google in boasting about *not* graduating from the university.
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Aligning Your Marketing With Your Customer's Journey
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SEM
Overview
In today's fragmented marketing landscape, aligning messaging across channels, segmenting top performing audiences, and creating cohesive journey-mapping -- from awareness through the sale -- are critical for success. The task is especially challenging because getting it right requires closely collaborating and coordinating with multiple stakeholders with differing agendas and goals.
This session explores how to get in step with you customer (and your team) as they follow their own paths towards interest, engagement and conversion.
SMX West Moderator:
Brad Geddes has been involved in PPC since 1998. He is a co-founder of AdAlysis, an ad testing & recommendation platform. Brad is the author of Advanced Google AdWords, the most advanced book ever written about Google's advertising program.
Brad has worked with companies who manage tens of thousands of small PPC accounts and other companies who spend millions on marketing each month. His experience ranges from owning his own agency, to managing a boutique agency, to overseeing programs that were official resellers of Google and Microsoft. Some brands he has worked with include: Amazon, Yahoo, Google, Thomson Reuters, YP.com, Encyclopedia Britannica, and Salesforce.
One of his trademarks has been demystifying the complicated aspects of SEM. Not one to hold secrets, Brad prefers to educate his readers on the various aspects of crafting successful marketing campaigns to ensure the success for all parties involved.
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5:00 PM-6:00 PM
Networking Reception
Full Conference Agenda - Thursday, January 31st
8:00 AM-9:00 AM
Breakfast/Registration
Keynote - TBA
Close-
Focus
All -
Track
General
Overview
TBA
SMX West Moderator:
Chris Sherman is VP of Event Editorial at Third Door Media and President of Searchwise LLC, a Boulder Colorado based Web consulting firm. With over 25 years experience in interactive technologies, he is frequently quoted in the Wall Street Journal, the New York Times, Business Week, USA Today and other publications, and has appeared on CNN, NPR, CBS and other television and radio networks.
Chris is a Web Search University faculty member, and is an honorary inductee of the Internet Librarian Hall of Fame. He is the author of "Google Power: Unleash the Full Power of Google" from McGraw-Hill. His previous books include "The Invisible Web: Uncovering Information Sources Search Engines Can't See" (with Gary Price) from CyberAge Books; The McGraw-Hill CD ROM Handbook, and "The Elements of Basic", "The Elements of Cobol" and "The Elements of Pascal" from John Wiley & Sons.
Chris has written about search and search engines since 1994. His clients have included International Data Corporation, Accenture, Motorola, Levi-Strauss, Nokia, Ortho Biotech, Porsche, United Technologies, and the Scripps Clinic. From 2001 through 2006, Chris was Executive Editor of SearchEngineWatch.com and Conference Chair of the international Search Engine Strategies events in Canada, China, France, Italy, Sweden and the U.K. From 1998 to 2001, he was the Web Search Guide for About.com.
Chris holds a master's degree in Interactive Educational Technology from Stanford University and a bachelor's degree in Visual Arts and Communications from the University of California, San Diego. Chris has been unsuccessful in his attempts to persuade Stanford to strip his degree so he can join the founders of Yahoo and Google in boasting about *not* graduating from the university.
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9:45 AM-10:00 AM
Break
A Google Insider's Guide To Getting The Most From The Search Console, All About Penalties & More
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SEO
Overview
Ever wish you could get the inside story from someone at Google who helped shape the company's ranking algorithms and spam policies?
Here's your chance! In this session, former senior Google Search Quality team member Fili Wiese takes you on a deep dive into all of the goodies in the new Google Search Console. He'll also explain Google manual penalties, their impact on your website and how to deal with them swiftly and successfully.
SMX West Moderator:
Chris Sherman is VP of Event Editorial at Third Door Media and President of Searchwise LLC, a Boulder Colorado based Web consulting firm. With over 25 years experience in interactive technologies, he is frequently quoted in the Wall Street Journal, the New York Times, Business Week, USA Today and other publications, and has appeared on CNN, NPR, CBS and other television and radio networks.
Chris is a Web Search University faculty member, and is an honorary inductee of the Internet Librarian Hall of Fame. He is the author of "Google Power: Unleash the Full Power of Google" from McGraw-Hill. His previous books include "The Invisible Web: Uncovering Information Sources Search Engines Can't See" (with Gary Price) from CyberAge Books; The McGraw-Hill CD ROM Handbook, and "The Elements of Basic", "The Elements of Cobol" and "The Elements of Pascal" from John Wiley & Sons.
Chris has written about search and search engines since 1994. His clients have included International Data Corporation, Accenture, Motorola, Levi-Strauss, Nokia, Ortho Biotech, Porsche, United Technologies, and the Scripps Clinic. From 2001 through 2006, Chris was Executive Editor of SearchEngineWatch.com and Conference Chair of the international Search Engine Strategies events in Canada, China, France, Italy, Sweden and the U.K. From 1998 to 2001, he was the Web Search Guide for About.com.
Chris holds a master's degree in Interactive Educational Technology from Stanford University and a bachelor's degree in Visual Arts and Communications from the University of California, San Diego. Chris has been unsuccessful in his attempts to persuade Stanford to strip his degree so he can join the founders of Yahoo and Google in boasting about *not* graduating from the university.
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Driving Sales with Advanced Facebook & YouTube Tactics
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SEM
Overview
YouTube and Facebook offer unprecedented reach and sophisticated targeting options for advertisers.
In this session, our expert speakers share successful YouTube and Facebook video ad tactics, along with tips for driving results with other Facebook ad formats. They'll cover audience development and targeting, creative options, measurement and reporting. And you'll walk away with actionable information for generating qualified leads and conversions from Facebook and YouTube ads.
SMX West Moderator:
Ginny Marvin is Third Door Media's Associate Editor, assisting with the day to day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.
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11:00 AM-11:15 AM
Break
Enterprise SEOs, Unite!
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SEO
Overview
Implementing SEO for large organizations requires specialized skills:
- maintaining multiple websites
- getting different content management systems to play nice together
- juggling the unique requirements of countries and languages
- domain management
to name just a few.
Being responsive to the needs and opinions of internal stakeholders (including top management) further compounds the complexity.
In this session, our panel of enterprise SEOs delivers a needed sanity check along with the latest tactical and technical issues that are especially relevant to large enterprise implementations.
SMX West Moderator:
Chris Sherman is VP of Event Editorial at Third Door Media and President of Searchwise LLC, a Boulder Colorado based Web consulting firm. With over 25 years experience in interactive technologies, he is frequently quoted in the Wall Street Journal, the New York Times, Business Week, USA Today and other publications, and has appeared on CNN, NPR, CBS and other television and radio networks.
Chris is a Web Search University faculty member, and is an honorary inductee of the Internet Librarian Hall of Fame. He is the author of "Google Power: Unleash the Full Power of Google" from McGraw-Hill. His previous books include "The Invisible Web: Uncovering Information Sources Search Engines Can't See" (with Gary Price) from CyberAge Books; The McGraw-Hill CD ROM Handbook, and "The Elements of Basic", "The Elements of Cobol" and "The Elements of Pascal" from John Wiley & Sons.
Chris has written about search and search engines since 1994. His clients have included International Data Corporation, Accenture, Motorola, Levi-Strauss, Nokia, Ortho Biotech, Porsche, United Technologies, and the Scripps Clinic. From 2001 through 2006, Chris was Executive Editor of SearchEngineWatch.com and Conference Chair of the international Search Engine Strategies events in Canada, China, France, Italy, Sweden and the U.K. From 1998 to 2001, he was the Web Search Guide for About.com.
Chris holds a master's degree in Interactive Educational Technology from Stanford University and a bachelor's degree in Visual Arts and Communications from the University of California, San Diego. Chris has been unsuccessful in his attempts to persuade Stanford to strip his degree so he can join the founders of Yahoo and Google in boasting about *not* graduating from the university.
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Leveraging Amazon Ads & Other Product Marketplace Opportunities
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SEM
Overview
For marketers selling on Amazon, getting your products to show up in search results is imperative... especially now that Amazon is the third biggest digital ad seller behind Google and Facebook. Yet, while Amazon's ad platform has made strides, it still lacks the sophisticated functionality of its competitors.
In this session, you'll learn tactics and best practices for leveraging Sponsored Products, Sponsored Brands, Product Display Ads as well as Amazon's other advertise offerings. You'll also understand the broader e-commerce marketplace landscape and where our expert speakers see opportunities.
SMX West Moderator:
Ginny Marvin is Third Door Media's Associate Editor, assisting with the day to day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.
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12:15 PM-1:15 PM
Lunch
Lunch Presentation - TBA
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Solutions
Presented by:
Overview
TBA
SMX West Moderator:
Editor-in-Chief, Third Door Media, Inc.
@ginnymarvinGinny Marvin is Third Door Media's Associate Editor, assisting with the day to day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.
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Optimizing Content For Voice Search & Virtual Assistants
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SEO
Overview
Apple's Siri, Amazon's Alexa, Microsoft's Cortana and Google Assistant are accelerating the use of voice search. That means forward-thinking SEOs must now prepare 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 in which half or more of all queries will be spoken.
SMX West Moderator:
Greg Sterling is the founding principal of Sterling Market Intelligence, a consulting and research firm focused on online consumer and advertiser behavior and the relationship between the Internet and traditional media, with an emphasis on the local search marketplace.
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2:15 PM-2:30 PM
Break
TBA
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TBA
SMX West Moderator:
Chris Sherman is VP of Event Editorial at Third Door Media and President of Searchwise LLC, a Boulder Colorado based Web consulting firm. With over 25 years experience in interactive technologies, he is frequently quoted in the Wall Street Journal, the New York Times, Business Week, USA Today and other publications, and has appeared on CNN, NPR, CBS and other television and radio networks.
Chris is a Web Search University faculty member, and is an honorary inductee of the Internet Librarian Hall of Fame. He is the author of "Google Power: Unleash the Full Power of Google" from McGraw-Hill. His previous books include "The Invisible Web: Uncovering Information Sources Search Engines Can't See" (with Gary Price) from CyberAge Books; The McGraw-Hill CD ROM Handbook, and "The Elements of Basic", "The Elements of Cobol" and "The Elements of Pascal" from John Wiley & Sons.
Chris has written about search and search engines since 1994. His clients have included International Data Corporation, Accenture, Motorola, Levi-Strauss, Nokia, Ortho Biotech, Porsche, United Technologies, and the Scripps Clinic. From 2001 through 2006, Chris was Executive Editor of SearchEngineWatch.com and Conference Chair of the international Search Engine Strategies events in Canada, China, France, Italy, Sweden and the U.K. From 1998 to 2001, he was the Web Search Guide for About.com.
Chris holds a master's degree in Interactive Educational Technology from Stanford University and a bachelor's degree in Visual Arts and Communications from the University of California, San Diego. Chris has been unsuccessful in his attempts to persuade Stanford to strip his degree so he can join the founders of Yahoo and Google in boasting about *not* graduating from the university.
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Competitive Analysis: Inside Out & Outside In
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SEM
Overview
Success often hinges on how well your campaigns are set up and run, as well as on how well you respond to competitors. Attend this session for advanced account auditing tactics that identify strengths and weaknesses, and gather tips for identifying opportunities and competitive threats. This highly tactical session will deliver actionable methods and tools designed to significantly improve your competitive edge.
SMX West Moderator:
Matt Van Wagner is a seasoned sales and marketing professional specializing in paid and local search engine marketing strategies for small and medium-sized companies in the United States and Canada. An award-winning speaker whose presentations are usually as entertaining as they are informative, Matt has been a popular speaker at SMX and other search conferences. Matt is President and founder of Find Me Faster a search engine marketing firm based in Nashua, NH. He is a member of SEMNE (Search Engine Marketing New England), and SEMPO, the Search Engine Marketing Professionals Organization as a member and contributing courseware developer for the SEMPO Institute. Matt writes occasionally on internet, search engines and technology topics for IMedia, The NH Business Review and other publications and served as technical editor for Andrew Goodman's "Winning Results with Google AdWords" and Mona Elesseily's "Yahoo! Search Marketing Handbook." Matt is a graduate of St Lawrence University, Canton NY (BS Economics) with an M.B.A. from Rivier College, Nashua, NH.
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3:30 PM-4:00 PM
Refreshment Break
The New Realities Of Local Search
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SEO
Overview
While traditional SEO techniques are integral in achieving local SEO success, many other factors play a significant role in effective geotargeting. Your results will improve by focusing on reviews, questions & answers, knowledge panel management and other organic tactics, as well as taking full advantage of the functions of Google My Business.
But you'll also have to keep an eye on new options for local advertising: Product listing and map ads, location extensions, local inventory ads -- the list goes on.
Join out expert speakers for an exploration of the rapidly evolving local marketing landscape and discover how you can best leverage new opportunities.
SMX West Moderator:
Greg Sterling is the founding principal of Sterling Market Intelligence, a consulting and research firm focused on online consumer and advertiser behavior and the relationship between the Internet and traditional media, with an emphasis on the local search marketplace.
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Who You Gonna Trust? SEM Expert Roundtable
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SEM
Overview
When it comes to feedback and opinions on your ad campaigns, there's no shortage of advice from a multitude of sources:
- The search engines publish best practice guidelines.
- Google and Bing interfaces offer recommendations from inside your account.
- And if you have a larger account, you'll get suggestions from your reps.
Sadly, all too often these recommendations contradict one another. Some are good. Some you may disagree with. And others leave you scratching your head.
This session's roundtable discussion will give you a candid look at what's working, what's not and how to evaluate your options. You'll learn to distinguish solid advice from dubious suggestions and understand the critical factors you should consider before blindly implementing changes to your campaigns.
SMX West Moderator:
Brad Geddes has been involved in PPC since 1998. He is a co-founder of AdAlysis, an ad testing & recommendation platform. Brad is the author of Advanced Google AdWords, the most advanced book ever written about Google's advertising program.
Brad has worked with companies who manage tens of thousands of small PPC accounts and other companies who spend millions on marketing each month. His experience ranges from owning his own agency, to managing a boutique agency, to overseeing programs that were official resellers of Google and Microsoft. Some brands he has worked with include: Amazon, Yahoo, Google, Thomson Reuters, YP.com, Encyclopedia Britannica, and Salesforce.
One of his trademarks has been demystifying the complicated aspects of SEM. Not one to hold secrets, Brad prefers to educate his readers on the various aspects of crafting successful marketing campaigns to ensure the success for all parties involved.
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Editorial & Sponsored Sessions
Most sessions at SMX are "editorial" ones, where speakers have been selected based on the quality of their content. The session is organized by the SMX programming team. Editorial sessions do not have paid spots, no speaking slots are sold.
Sessions in Solutions Tracks are paid speaking slots. The content is produced by the sponsor. These sessions are open to those with All Access passes and those with Expo+ passes. Solution Spotlights are brief paid introductions given by sponsors and exhibitors.
Track Sponsors have their company associated with a particular track, in the way that sponsors also are associated with the entire show. However, Track Sponsors do not program a track or have editorial speaking slots on it. Similarly, show sponsors do not influence or control the overall editorial sessions.
