SMX West 2020 Agenda
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- SEO
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- Digital Commerce Marketing
- At A Glance
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Full Conference Agenda - Wednesday, February 19th
7:30 AM-8:45 AM
Breakfast and Registration
8:45 AM-9:00 AM
Welcome Address
Kick off SMX West with an overview of what's in store and the different ways you can customize your agenda for maximum learning. Search Engine Land's George Nguyen will highlight the different tracks, sessions, and networking events - and introduce you to the programming team behind the scenes.
Keynote Presentation - How The Rise Of Digital Commerce Is Reshaping Search And Performance Marketing
CloseFocus
Track
General
Overview
Which third-party platforms are marketers using to promote and sell their goods? What are the biggest advertising challenges and opportunities of 2020? What does the future hold for digital commerce and how can marketers stay competitive in an ever-shifting ecosystem? Get the answers to these and more crucial questions in this opening keynote, hosted by Search Engine Land Editor-in-Chief, Ginny Marvin:
- Hear new data from Marketing Land's Digital Commerce Advertising Survey that shows just how marketers are spending on platforms like Amazon. You'll gain an invaluable overview of where we are now and actionable insights to prepare for what's next.
- Be the first to see the 2020 Periodic Table of Digital Commerce Marketing, a new tool from Search Engine Land that marketers can use to navigate the many elements of marketing products online. This must-have resource will empower you to create compelling digital commerce campaigns and optimize existing ones.
- Explore the intersection of SEO, PPC and social in regards to increasing digital commerce sales during a candid, fireside chat with Dana Tan, Global SEO Manager at Under Armour and Benjamin Spiegel, Chief Digital Officer, Global Beauty, for Procter & Gamble. You'll gain first-hand knowledge from these market leaders who know what it takes to succeed and are ready to share.
Speakers
Ginny Marvin
Search Engine Land, Editor-in-Chief , @ginnymarvin
Dana Tan
Under Armour, Sr. Manager, Global SEO
Benjamin Spiegel
Procter & Gamble, Chief Digital Officer, Global Beauty, , @benjaminspiegelModerator
SMX West Moderator:
Ginny Marvin is Editor-in-Chief of Search Engine Land, Marketing Land and MarTech Today, overseeing the day to day editorial operations. Ginny also writes about paid search, paid social, display and video campaign, measurement and attribution trends across the publications. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions.
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Ginny Marvin is Editor-in-Chief of Search Engine Land, Marketing Land and MarTech Today, overseeing the day to day editorial operations. Ginny also writes about paid search, paid social, display and video campaign, measurement and attribution trends across the publications. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions.
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Dana Tan
Under Armour, Sr. Manager, Global SEO
Dana has been working in SEO since 2003, when she purchased a membership website and left the classical music world to go full on digital geek. The first 8 years were spent working in-house for small eComm sites, all which migrated at some point. Moving with her family to San Diego in 2011, she spent 4 years working agency side with enterprise clients, including Samsung, Netapp, SendGrid and Coupons.com. In 2018 she accepted the role of Sr. Global SEO Manager at Under Armour in Baltimore, MD. When not untangling SEO puzzles, she loves cooking, adult beverages, trying new foods and container gardening (tomatillos!).
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Benjamin has nearly 20 years of experience in technology, advertising and marketing. His focus has been on developing digital first campaigns for global brands and institutions leveraging disruptive digital technologies and capabilities. Prior to joining P&G Beauty as Global Chief Digital Officer he has led the search practice across the GroupM, led the P&G business for Catalyst, and most recently served as CEO of MMI Agency. Today Benjamin brings to P&G Beauty his unique and significant depth & breadth of experience and leadership in the digital space.
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9:50 AM-10:05 AM
Break
Site Speed Is A Crucial Ranking Factor. Here's What You Need To Know
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Track
SEO
Overview
After this session, you'll be able to:
- Understand why it's not one number, but a time continuum, that Google cares about
- Walk through each metric and describe what they each mean
- Audit your page speed by replicating specific examples
- Successfully talk to developers and product managers about page speed
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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Jessica is the In House SEO Adviser for Search Engine Land and a member of the programming team for SMX events. She is the founder and owner of SEOinhouse.com, a company on a mission to make in house SEO simpler. She is a leading advocate of in house SEO, and started in house SEO programs at Enterprise Rent-A-Car, Business.com and Yahoo! Inc.
SMX West Speaker:
Under Armour, Sr. Manager, Global SEO
Dana has been working in SEO since 2003, when she purchased a membership website and left the classical music world to go full on digital geek. The first 8 years were spent working in-house for small eComm sites, all which migrated at some point. Moving with her family to San Diego in 2011, she spent 4 years working agency side with enterprise clients, including Samsung, Netapp, SendGrid and Coupons.com. In 2018 she accepted the role of Sr. Global SEO Manager at Under Armour in Baltimore, MD. When not untangling SEO puzzles, she loves cooking, adult beverages, trying new foods and container gardening (tomatillos!).
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Procter & GambleChief Digital Officer, Global Beauty
@benjaminspiegelBenjamin has nearly 20 years of experience in technology, advertising and marketing. His focus has been on developing digital first campaigns for global brands and institutions leveraging disruptive digital technologies and capabilities. Prior to joining P&G Beauty as Global Chief Digital Officer he has led the search practice across the GroupM, led the P&G business for Catalyst, and most recently served as CEO of MMI Agency. Today Benjamin brings to P&G Beauty his unique and significant depth & breadth of experience and leadership in the digital space.
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Future-Proof Your Sites For Google Core Updates
CloseFocus
Track
SEO
Overview
After this session, you'll be able to:
- Understand why you shouldn't diverge from your site's core profile
- Determine how the tone of your website impacts your authority and true intentions
- Think more holistically about authority and consider the overall alignment of purpose, use of UI elements, and so on to deal with Google's new approach to content
Speakers
Mordy Oberstein
Rank Ranger, CMO , @mordyoberstein
Lily Ray
Path Interactive, Director, SEO , @lilyraynycModerator
SMX West Moderator:
Barry Schwartz is a Contributing Editor to Search Engine Land and a member of the programming team for SMX events. He 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.
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Mordy Oberstein is the CMO at Rank Ranger, a leading SEO software platform. When not marketing Rank Ranger, Mordy can be found writing original SEO insights & analysis. A Search Engine Land author, industry speaker, & host of The In Search SEO Podcast, Mordy is a ‘search marketing educator’.
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Lily Ray joined Path Interactive in 2018 as the Director of SEO, providing strategic leadership for the agency’s SEO client programs. Born into a family of software engineers, web developers, and technical writers, Lily brings a strong technical background, performance-driven habits, and forward-thinking creativity to all programs she oversees. Lily began her SEO career in 2010 in a fast-paced start-up environment and moved quickly into the agency world, where she helped grow and establish an SEO department that delivered high impact work for a fast-growing list of notable clients, including Fortune 500 companies. Lily has worked across a variety of verticals with a focus on retail, ecommerce, b2b and Amazon SEO. In 2017, Lily was nominated by Search Engine Land for Female Search Marketer of the Year, and in 2018, she helped Path Interactive win SEO Campaign of the Year.
Although she once dabbled in the world of black-hat SEO before Google launched its Penguin algorithm update, Lily has since become an evangelist for all things white-hat, with a passion for all things related to E-A-T. Lily is currently emphasizing the role that E-A-T plays across all client verticals, and helping websites affected by recent algorithm updates improve their perceived trust and authority to provide real value to users and search engines alike.
SMX West Speaker:
Procter & GambleChief Digital Officer, Global Beauty
@benjaminspiegelBenjamin has nearly 20 years of experience in technology, advertising and marketing. His focus has been on developing digital first campaigns for global brands and institutions leveraging disruptive digital technologies and capabilities. Prior to joining P&G Beauty as Global Chief Digital Officer he has led the search practice across the GroupM, led the P&G business for Catalyst, and most recently served as CEO of MMI Agency. Today Benjamin brings to P&G Beauty his unique and significant depth & breadth of experience and leadership in the digital space.
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Why And How To Run Effective Top-Of-Funnel Search Campaigns
CloseFocus
Track
SEM⁄PPC
Overview
After this session, you'll be able to:
- Understand how to run effective top-of-funnel (TOFU) search marketing campaigns get your products and services in front of new customers early in their consideration process
- Know when to leverage TOFU paid search campaigns
- Implement strategies and best practices for setting up and managing TOFU campaigns
- Know what to expect for performance and how to measure it
- Understand attribution models across the sales funnel
SMX West Moderator:
Matt Van Wagner is President and founder of Find Me Faster a search engine marketing firm based in Nashua, NH. He is also a member of the programming team for SMX events. Matt 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. He is a member of SEMNE (Search Engine Marketing New England), and SEMPO, the Search Engine Marketing Professionals Organization, He is member and contributing courseware developer for the SEMPO Institute. Matt occasionally writes on search engines and technology topics for IMedia, The NH Business Review and other publications, He also served as technical editor for Andrew Goodman's Winning Results with Google AdWords and Mona Elesseily's Yahoo! Search Marketing Handbook.
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Amy has built and implemented multichannel digital strategies for a variety of companies of all sizes from start-ups and small businesses to Fortune 500 and global organizations spanning several industry verticals. Her expertise includes e-commerce, lead generation, and localized site-to-store strategies. Amy recently launched Cultivative, a performance marketing agency. When not working, you can find her speaking at industry events, writing for Search Engine Land and Search Engine Journal, and talking shop on Twitter.
SMX West Speaker:
Path Interactive, Director, SEO
@lilyraynycLily Ray joined Path Interactive in 2018 as the Director of SEO, providing strategic leadership for the agency’s SEO client programs. Born into a family of software engineers, web developers, and technical writers, Lily brings a strong technical background, performance-driven habits, and forward-thinking creativity to all programs she oversees. Lily began her SEO career in 2010 in a fast-paced start-up environment and moved quickly into the agency world, where she helped grow and establish an SEO department that delivered high impact work for a fast-growing list of notable clients, including Fortune 500 companies. Lily has worked across a variety of verticals with a focus on retail, ecommerce, b2b and Amazon SEO. In 2017, Lily was nominated by Search Engine Land for Female Search Marketer of the Year, and in 2018, she helped Path Interactive win SEO Campaign of the Year.
Although she once dabbled in the world of black-hat SEO before Google launched its Penguin algorithm update, Lily has since become an evangelist for all things white-hat, with a passion for all things related to E-A-T. Lily is currently emphasizing the role that E-A-T plays across all client verticals, and helping websites affected by recent algorithm updates improve their perceived trust and authority to provide real value to users and search engines alike.
SMX West Speaker:
Procter & GambleChief Digital Officer, Global Beauty
@benjaminspiegelBenjamin has nearly 20 years of experience in technology, advertising and marketing. His focus has been on developing digital first campaigns for global brands and institutions leveraging disruptive digital technologies and capabilities. Prior to joining P&G Beauty as Global Chief Digital Officer he has led the search practice across the GroupM, led the P&G business for Catalyst, and most recently served as CEO of MMI Agency. Today Benjamin brings to P&G Beauty his unique and significant depth & breadth of experience and leadership in the digital space.
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The Pros And Cons Of Automation: An Honest Roundtable Discussion
CloseFocus
Track
SEM⁄PPC
Overview
During this lively roundtable session, you'll be able to:
- Have an honest discussion about how marketers are using automation, when and why they have abandoned it, and how they are creating their own systems.
- Discuss why these two sentiments are common when discussing PPC automation: Automation is great, we should automate more. Automation isn't working and we've had to stop it.
- Ask questions - this is an open roundtable discussion, so all your questions are welcome!
Speakers
Aaron Levy
Tinuiti, Director, SEM , @bigalittlea
Robert Brady
Righteous Marketing, Founder , @robert_brady
Purna Virji
Microsoft, Senior Manager, Global Engagement, , @purnavirjiModerator
SMX West Moderator:
Brad Geddes has been involved in PPC since 1998. He is a co-founder of AdAlysis, an ad testing & recommendation platform, and a member of the programming team for SMX events. 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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Aaron oversees a growing team of 30+ SEM experts up and down the east coast, stretching as far west as Chicago. His role is to make sure the team has everything they need to succeed, to keep an eye on large scale trends to future-proof strategies and to ensure any/all clients are set up with best-in-class search.
He's an internationally recognized speaker, Search Engine Land/Search Engine Journal author and a 7-time member of PPC Hero's Most Influential list. In addition to his roles at Tinuiti, Aaron’s also an adjunct at Drexel & University of Vermont as well as a student mentor at Villanova, working to grow the next generation of marketers.
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Robert is a PPC wizard and conversion optimization extraordinaire. He has worked on PPC accounts of all sizes across many industries and has a soft spot for helping small businesses succeed with paid search.
Robert also loves to share his expertise with others by blogging regularly on PPC topics on the Clix Marketing blog, Search Engine People & his personal blog, Righteous Marketing. You'll also find his posts on SmallBizTrends.com, PPC Hero, 3QDigital.com and PracticalEcommerce.com among others. He is also an active participant in #PPCchat on Twitter.
Recreationally, Robert loves playing ultimate frisbee & basketball, riding his mountain bike and downhill skiing. He loves making new friends, so feel free to reach out on Twitter - @robert_brady
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Named by PPC Hero as the #1 most influential PPC Expert in the world, Purna specializes in SEM, SEO and future search trends. With over a decade in search, she is a regular keynote speaker at conferences across the globe such as MozCon and Hero Conf and is a columnist for Search Engine Land and Search Engine Watch.
An award-winning former journalist, Purna was the CEO of Purview Marketing prior to joining the Bing Ads team. In her spare time, she’s an avid traveler, aspiring top chef and amateur knitter. Say hello @purnavirji
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How To Keep Your Job As Shopping Ads Get More Automated
CloseFocus
Track
Digital Commerce Marketing
Overview
After this session, you'll be able to:
- Build and smartly manage Shopping Accounts in 2020
- Set up multi-country feeds and campaigns (it's easier than ever to go international with Shopping Ads)
- Grow your individual skills to become a more valuable Shopping Ads Practitioner in the world of Smart Shopping
SMX West Moderator:
Ginny Marvin is Editor-in-Chief of Search Engine Land, Marketing Land and MarTech Today, overseeing the day to day editorial operations. Ginny also writes about paid search, paid social, display and video campaign, measurement and attribution trends across the publications. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions.
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Kirk is the owner of ZATO, his Search & Social Marketing agency, and has been working in Paid Search since 2010. In 2017, he was named the #4 Most Influential PPCer by PPC Hero and has written articles for many industry publications. He is also an avid conference speaker, having traveled across the US and UK to talk about Paid Search. Kirk currently resides in Billings, MT with his wife, four children, and little sleep.
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Righteous Marketing, Founder
@robert_bradyRobert is a PPC wizard and conversion optimization extraordinaire. He has worked on PPC accounts of all sizes across many industries and has a soft spot for helping small businesses succeed with paid search.
Robert also loves to share his expertise with others by blogging regularly on PPC topics on the Clix Marketing blog, Search Engine People & his personal blog, Righteous Marketing. You'll also find his posts on SmallBizTrends.com, PPC Hero, 3QDigital.com and PracticalEcommerce.com among others. He is also an active participant in #PPCchat on Twitter.
Recreationally, Robert loves playing ultimate frisbee & basketball, riding his mountain bike and downhill skiing. He loves making new friends, so feel free to reach out on Twitter - @robert_brady
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MicrosoftSenior Manager, Global Engagement
@purnavirjiNamed by PPC Hero as the #1 most influential PPC Expert in the world, Purna specializes in SEM, SEO and future search trends. With over a decade in search, she is a regular keynote speaker at conferences across the globe such as MozCon and Hero Conf and is a columnist for Search Engine Land and Search Engine Watch.
An award-winning former journalist, Purna was the CEO of Purview Marketing prior to joining the Bing Ads team. In her spare time, she’s an avid traveler, aspiring top chef and amateur knitter. Say hello @purnavirji
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Turn 4X More Ad Clicks into Conversions with Post-Click Automation™
CloseFocus
Track
Solutions
Presented by:
Overview
The biggest inefficiency in the $273B digital advertising industry is turning ad clicks into conversions. Today, fewer than 4.5% of ad clicks convert into leads or customers, leaving billions of dollars wasted on advertising. This is unacceptable in today's age of data and information.
Instapage CEO Tyson Quick will show you how he has used Post-Click Automation to optimize 1:1 ad-to-page personalization for every visitor, creating a cohesive journey from ad to post-click experience. He'll show you how to use advertising data-the same data each of you already possess-to drive growth and acquire new users. Discover how to hack the same targeted experience you provide in your advertising and use it during the conversion process with examples of successful digital advertising campaigns. Improving ROI, reducing ad spend, and delivering more conversions is as easy as making visitors feel like you're talking directly to them, one-on-one.
Speakers
Tyson Quick
CEO, InstapageSMX West Moderator:
Editor-in-Chief, Search Engine Land
@ginnymarvinGinny Marvin is Editor-in-Chief of Search Engine Land, Marketing Land and MarTech Today, overseeing the day to day editorial operations. Ginny also writes about paid search, paid social, display and video campaign, measurement and attribution trends across the publications. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions.
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Kirk is the owner of ZATO, his Search & Social Marketing agency, and has been working in Paid Search since 2010. In 2017, he was named the #4 Most Influential PPCer by PPC Hero and has written articles for many industry publications. He is also an avid conference speaker, having traveled across the US and UK to talk about Paid Search. Kirk currently resides in Billings, MT with his wife, four children, and little sleep.
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Righteous Marketing, Founder
@robert_bradyRobert is a PPC wizard and conversion optimization extraordinaire. He has worked on PPC accounts of all sizes across many industries and has a soft spot for helping small businesses succeed with paid search.
Robert also loves to share his expertise with others by blogging regularly on PPC topics on the Clix Marketing blog, Search Engine People & his personal blog, Righteous Marketing. You'll also find his posts on SmallBizTrends.com, PPC Hero, 3QDigital.com and PracticalEcommerce.com among others. He is also an active participant in #PPCchat on Twitter.
Recreationally, Robert loves playing ultimate frisbee & basketball, riding his mountain bike and downhill skiing. He loves making new friends, so feel free to reach out on Twitter - @robert_brady
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MicrosoftSenior Manager, Global Engagement
@purnavirjiNamed by PPC Hero as the #1 most influential PPC Expert in the world, Purna specializes in SEM, SEO and future search trends. With over a decade in search, she is a regular keynote speaker at conferences across the globe such as MozCon and Hero Conf and is a columnist for Search Engine Land and Search Engine Watch.
An award-winning former journalist, Purna was the CEO of Purview Marketing prior to joining the Bing Ads team. In her spare time, she’s an avid traveler, aspiring top chef and amateur knitter. Say hello @purnavirji
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Tyson Quick
CEO, Instapage
Tyson Quick is the Founder and CEO of Instapage, the leader in post-click automation. He founded Instapage in 2012 after seeing how marketers and advertisers were losing money in underperforming advertising campaigns. Since then, his vision has been to create a suite of post-click automation products that maximize returns through advertising personalization. He brings a lifetime's worth of entrepreneurial experience and has built an organization that is poised to revolutionize digital advertising through audience targeting and post-click personalization.
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10:50 AM- 11:30 AM
Break & Expo Hall Opens
Bruce Clay SEO for WordPress
CloseFocus
Track
SMX Theater
Presented by:
Overview
Join SEO veteran Bruce Clay as he introduces a WordPress plugin that presents unique data and features for WP authors at the time of content creation.
Speakers
Bruce Clay
Founder & President, Bruce Clay, Inc.SMX West Moderator:
Editor-in-Chief, Search Engine Land
@ginnymarvinGinny Marvin is Editor-in-Chief of Search Engine Land, Marketing Land and MarTech Today, overseeing the day to day editorial operations. Ginny also writes about paid search, paid social, display and video campaign, measurement and attribution trends across the publications. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions.
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Kirk is the owner of ZATO, his Search & Social Marketing agency, and has been working in Paid Search since 2010. In 2017, he was named the #4 Most Influential PPCer by PPC Hero and has written articles for many industry publications. He is also an avid conference speaker, having traveled across the US and UK to talk about Paid Search. Kirk currently resides in Billings, MT with his wife, four children, and little sleep.
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Righteous Marketing, Founder
@robert_bradyRobert is a PPC wizard and conversion optimization extraordinaire. He has worked on PPC accounts of all sizes across many industries and has a soft spot for helping small businesses succeed with paid search.
Robert also loves to share his expertise with others by blogging regularly on PPC topics on the Clix Marketing blog, Search Engine People & his personal blog, Righteous Marketing. You'll also find his posts on SmallBizTrends.com, PPC Hero, 3QDigital.com and PracticalEcommerce.com among others. He is also an active participant in #PPCchat on Twitter.
Recreationally, Robert loves playing ultimate frisbee & basketball, riding his mountain bike and downhill skiing. He loves making new friends, so feel free to reach out on Twitter - @robert_brady
SMX West Speaker:
MicrosoftSenior Manager, Global Engagement
@purnavirjiNamed by PPC Hero as the #1 most influential PPC Expert in the world, Purna specializes in SEM, SEO and future search trends. With over a decade in search, she is a regular keynote speaker at conferences across the globe such as MozCon and Hero Conf and is a columnist for Search Engine Land and Search Engine Watch.
An award-winning former journalist, Purna was the CEO of Purview Marketing prior to joining the Bing Ads team. In her spare time, she’s an avid traveler, aspiring top chef and amateur knitter. Say hello @purnavirji
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Bruce Clay
Founder & President, Bruce Clay, Inc.
Bruce Clay is founder and president of Bruce Clay, Inc., a global Internet marketing optimization firm providing search engine optimization, pay per click, social media marketing, conversion rate optimization, SEO-friendly Web design and architecture, and SEO tools and training. As an industry thought leader, Clay is an accomplished speaker, author and educator. Clay also produces the search marketing Web series, SEM Synergy, on YouTube.com/BruceClayInc starting 2012, and is author of “Search Engine Optimization All-in-One for Dummies” -- more than 700 pages of hands-on SEO guidance, with an updated version published in January 2012.
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How To Survive In E-commerce In A Zero-Click Google World
CloseFocus
Track
SMX Theater
Presented by:
Overview
Fact: Google is making it harder for E-commerce websites to profit in search with Zero-Click organic search results and paid ad formats practices that increasingly put users into a Google walled garden. The good news: there are some simple tactics you can use today to get more users back to your site - and give your site a huge advantage over your competitors.
Find out:
- How to find and test keywords in E-commerce that don't get lost to the growing Zero-Click pandemic
- How to run Text Ads to higher converting multi-product pages to beat your competitors' Shopping Ads 2-to-1
- In this short presentation by one of Google's earliest Google Ad Product Specialists, Andreas Dzumla.
Speakers
Andreas Dzumla
CEO, Co-founder, Longtail UXSMX West Moderator:
Editor-in-Chief, Search Engine Land
@ginnymarvinGinny Marvin is Editor-in-Chief of Search Engine Land, Marketing Land and MarTech Today, overseeing the day to day editorial operations. Ginny also writes about paid search, paid social, display and video campaign, measurement and attribution trends across the publications. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions.
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Kirk is the owner of ZATO, his Search & Social Marketing agency, and has been working in Paid Search since 2010. In 2017, he was named the #4 Most Influential PPCer by PPC Hero and has written articles for many industry publications. He is also an avid conference speaker, having traveled across the US and UK to talk about Paid Search. Kirk currently resides in Billings, MT with his wife, four children, and little sleep.
SMX West Speaker:
Righteous Marketing, Founder
@robert_bradyRobert is a PPC wizard and conversion optimization extraordinaire. He has worked on PPC accounts of all sizes across many industries and has a soft spot for helping small businesses succeed with paid search.
Robert also loves to share his expertise with others by blogging regularly on PPC topics on the Clix Marketing blog, Search Engine People & his personal blog, Righteous Marketing. You'll also find his posts on SmallBizTrends.com, PPC Hero, 3QDigital.com and PracticalEcommerce.com among others. He is also an active participant in #PPCchat on Twitter.
Recreationally, Robert loves playing ultimate frisbee & basketball, riding his mountain bike and downhill skiing. He loves making new friends, so feel free to reach out on Twitter - @robert_brady
SMX West Speaker:
MicrosoftSenior Manager, Global Engagement
@purnavirjiNamed by PPC Hero as the #1 most influential PPC Expert in the world, Purna specializes in SEM, SEO and future search trends. With over a decade in search, she is a regular keynote speaker at conferences across the globe such as MozCon and Hero Conf and is a columnist for Search Engine Land and Search Engine Watch.
An award-winning former journalist, Purna was the CEO of Purview Marketing prior to joining the Bing Ads team. In her spare time, she’s an avid traveler, aspiring top chef and amateur knitter. Say hello @purnavirji
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Andreas Dzumla
CEO, Co-founder, Longtail UX
Andreas is an ex-Google product specialist lead with multiple patents in SEO and SEM. He has a passion for excellence in user experience for search, and has worked with the core team in Mountain View on the first AdWords Editor, the first Mobile Ads, as well as on the introduction of the Quality Score metric that Google uses at the foundation of its ad platform.
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In-house SEO Strategy: From Big Picture To Implementation
CloseFocus
Track
SEO
Overview
After this session, you'll be able to:
- Structure your team for faster implementation
- Build a team that allows each member to showcase their individual strengths
- Arrange your team around product ownership and get in line with your entire organization
- Help your project manager get buy-in from the organization to allow product recommendations to be executed
- Understand how to build trust across your organization to support SEO initiatives
- Get everyone in your organization to think as they are part of the SEO team
Speakers
Masaki Okazawa
AutoZone, SEO Specialist , @saksters
Heather Mezzetta
The Gap, Director of SEOModerator
SMX West Moderator:
Jessica is the In House SEO Adviser for Search Engine Land and a member of the programming team for SMX events. She is the founder and owner of SEOinhouse.com, a company on a mission to make in house SEO simpler. She is a leading advocate of in house SEO, and started in house SEO programs at Enterprise Rent-A-Car, Business.com and Yahoo! Inc.
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SMX West Speaker:
Masaki Okazawa is an SEO specialist for AutoZone based in Memphis, TN. At AutoZone, he executes local search strategies and likes to overwhelm his team with unsolicited one-off insights. Prior to AutoZone, Masaki worked on the agency side at Merkle where he served as a part of the internal local search team and built his expertise around hotel and restaurant SEO. Outside of a professional setting, he enjoys baking bread, writing basic python scripts, and traveling for good eats.
SMX West Speaker:
Heather Mezzetta
The Gap, Director of SEO
Heather Mezzetta is the Director of SEO for Gap Inc., driving natural search strategy and execution for all brands including Athleta, Banana Republic, Gap, Hill City and Old Navy. She got her start in natural search on the agency side, working on a variety of CPG, financial services and technology brands before moving in-house in 2012. She has been in natural search long enough to remember the days of getting keyword data from Google and submitting websites to Yahoo’s directory.
SMX West Speaker:
MicrosoftSenior Manager, Global Engagement
@purnavirjiNamed by PPC Hero as the #1 most influential PPC Expert in the world, Purna specializes in SEM, SEO and future search trends. With over a decade in search, she is a regular keynote speaker at conferences across the globe such as MozCon and Hero Conf and is a columnist for Search Engine Land and Search Engine Watch.
An award-winning former journalist, Purna was the CEO of Purview Marketing prior to joining the Bing Ads team. In her spare time, she’s an avid traveler, aspiring top chef and amateur knitter. Say hello @purnavirji
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The New NoFollow And Snippet Rules
CloseFocus
Track
SEO
Overview
After this session, you'll be able to:
- Understand nofollow and snippet rules
- Describe what has changed with these attributes and what you should do with them
- Know whether or not people are adopting the new tag (ahref data)
- Speculate how Google may use the data
- Determine how Google may have to drive adoption
Speakers
Patrick Stox
Ahrefs, Product Advisor, Technical SEO, & Brand Ambassador , @patrickstoxModerator
SMX West Moderator:
Barry Schwartz is a Contributing Editor to Search Engine Land and a member of the programming team for SMX events. He 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.
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SMX West Speaker:
Product Advisor, Technical SEO, & Brand Ambassador at Ahrefs. He writes for Search Engine Land and is an organizer of the Raleigh SEO Meetup (the most successful in the US). He was founder of the Technical SEO Slack group and was a judge for the 2017 US Search Awards and 2017 UK Search Awards.
SMX West Speaker:
The Gap, Director of SEO
Heather Mezzetta is the Director of SEO for Gap Inc., driving natural search strategy and execution for all brands including Athleta, Banana Republic, Gap, Hill City and Old Navy. She got her start in natural search on the agency side, working on a variety of CPG, financial services and technology brands before moving in-house in 2012. She has been in natural search long enough to remember the days of getting keyword data from Google and submitting websites to Yahoo’s directory.
SMX West Speaker:
MicrosoftSenior Manager, Global Engagement
@purnavirjiNamed by PPC Hero as the #1 most influential PPC Expert in the world, Purna specializes in SEM, SEO and future search trends. With over a decade in search, she is a regular keynote speaker at conferences across the globe such as MozCon and Hero Conf and is a columnist for Search Engine Land and Search Engine Watch.
An award-winning former journalist, Purna was the CEO of Purview Marketing prior to joining the Bing Ads team. In her spare time, she’s an avid traveler, aspiring top chef and amateur knitter. Say hello @purnavirji
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The Art Of Structuring Search And Shopping Campaigns
CloseFocus
Track
SEM⁄PPC
Overview
After this session you will be able to:
- Know the pros and cons of popular structures like alpha/beta, SKAG, and GriP
- Understand how your structure impacts the performance of modern automations like Smart Bidding from Google
- Deploy free automations that help maintain your target structure in a dynamic environment
- Work with free tools from the search engines to analyze data in a way that makes sense to your business, even when your account structure doesn't follow those same patterns
SMX West Moderator:
Kathy has more than 20 years of experience in marketing communications, event management and marketing training. Formerly, Kathy was the director of content and training for the Digital Summit series of events where she oversaw the content development and quality of more than 20 events a year. Prior to that she was the director of training for MarketingProfs where she worked on live events, virtual events and developed marketing training programs using instructional design techniques and adult learning theory. She has also worked on industry events for other companies including the Direct Marketing Association and Penton Media.
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SMX West Speaker:
Frederick (Fred) Vallaeys is a Silicon Valley entrepreneur, author and leading influencer in pay-per-click search marketing. One of Google's first 500 employees, he helped pioneer PPC marketing as the company's first AdWords Evangelist. Today he serves as Co-Founding CEO of Optmyzr, a leading and award-winning PPC management software system. A sought-after industry thought leader, he contributes to leading marketing publications and conferences, and is routinely called upon by journalists, writers and podcasters for his industry insight and vision.
SMX West Speaker:
The Gap, Director of SEO
Heather Mezzetta is the Director of SEO for Gap Inc., driving natural search strategy and execution for all brands including Athleta, Banana Republic, Gap, Hill City and Old Navy. She got her start in natural search on the agency side, working on a variety of CPG, financial services and technology brands before moving in-house in 2012. She has been in natural search long enough to remember the days of getting keyword data from Google and submitting websites to Yahoo’s directory.
SMX West Speaker:
MicrosoftSenior Manager, Global Engagement
@purnavirjiNamed by PPC Hero as the #1 most influential PPC Expert in the world, Purna specializes in SEM, SEO and future search trends. With over a decade in search, she is a regular keynote speaker at conferences across the globe such as MozCon and Hero Conf and is a columnist for Search Engine Land and Search Engine Watch.
An award-winning former journalist, Purna was the CEO of Purview Marketing prior to joining the Bing Ads team. In her spare time, she’s an avid traveler, aspiring top chef and amateur knitter. Say hello @purnavirji
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Build And Test Powerful Landing Pages: Tips From The Pros
CloseFocus
Track
SEM⁄PPC
Overview
After this session, you'll be able to:
- Understand the most important content and elements to include on landing pages
- Analyze and audit your own landing pages to know what's working and what's not
- Build and test landing pages that search engines favor (therefore, ones that generate more clicks and higher conversion rates)
Speakers
Stoney deGeyter
Stoney deGeyter, Digital Marketing Consultant , @StoneyD
Jeremy Epperson
Conversion Guides, Growth Consultant and Startup AdvisorModerator
SMX West Moderator:
Matt Van Wagner is President and founder of Find Me Faster a search engine marketing firm based in Nashua, NH. He is also a member of the programming team for SMX events. Matt 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. He is a member of SEMNE (Search Engine Marketing New England), and SEMPO, the Search Engine Marketing Professionals Organization, He is member and contributing courseware developer for the SEMPO Institute. Matt occasionally writes on search engines and technology topics for IMedia, The NH Business Review and other publications, He also served as technical editor for Andrew Goodman's Winning Results with Google AdWords and Mona Elesseily's Yahoo! Search Marketing Handbook.
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Stoney deGeyter is a digital marketing consultant available for long- or short-term work. With over 21 years of hands-on, practical experience, Stoney has helped hundreds of businesses build a successful online presence in competitive digital landscapes. He leads teams, develops strategies, organizes processes, analyzes goals, and produces results that drive leads, sales, revenues, and profits.
With expertise in website architecture, content optimization, user experience, social media, content marketing strategy, paid advertising, and analytics, Stoney is positioned to push your digital strategy or team to the next level. He’s the author of The Best Damn Web Marketing Checklist, Period!, the go-to desk reference for digital marketing processes that keeps managers and strategists on task, leaving no stone unturned and no essential overlooked on their way to success.
Stoney is dedicated to the improvement of the digital marketing community. He’s written thousands of articles for Search Engine Journal, Marketing Land, Search Engine Land, and his own company blog. Stoney speaks regularly at marketing and other national conferences to help brands grow their online authority through strategic and effective digital marketing strategies.
SMX West Speaker:
Jeremy Epperson
Conversion Guides, Growth Consultant and Startup Advisor
Jeremy Epperson is the Director of Conversion Optimization at 3Q Digital. He has a track record of growing revenue for businesses with his unique approach to conversion rate optimization and UX research. His passion for the past decade has been combining direct response marketing with data-driven research to drive results for clients. Jeremy has consulted with industry leaders on the web including Zillow, HP, TripAdvisor, SolarCity, Disney, and SurveyMonkey.
SMX West Speaker:
MicrosoftSenior Manager, Global Engagement
@purnavirjiNamed by PPC Hero as the #1 most influential PPC Expert in the world, Purna specializes in SEM, SEO and future search trends. With over a decade in search, she is a regular keynote speaker at conferences across the globe such as MozCon and Hero Conf and is a columnist for Search Engine Land and Search Engine Watch.
An award-winning former journalist, Purna was the CEO of Purview Marketing prior to joining the Bing Ads team. In her spare time, she’s an avid traveler, aspiring top chef and amateur knitter. Say hello @purnavirji
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Digital Commerce Insight 1: How To Find & Fix eCommerce Keyword Cannibalization Issues (11:30am-11:41am)
CloseFocus
Track
Digital Commerce Marketing
Overview
After this session, you'll be able to:
- Understand what keyword cannibalization is and why is it such a problem for eCommerce SEOs
- Recognize the most common types of cannibalization seen on eCommerce stores and how to identify these using Google Search Console and Data Studio
- Solve cannibalization issues including 301 redirects, canonicalization, content consolidation and re-optimizing pages
- Change workflows to prevent such problems happening in the future by working through a simple checklist when launching new products, categories or blog posts
SMX West Moderator:
Ginny Marvin is Editor-in-Chief of Search Engine Land, Marketing Land and MarTech Today, overseeing the day to day editorial operations. Ginny also writes about paid search, paid social, display and video campaign, measurement and attribution trends across the publications. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions.
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James Brockbank is Managing Director and Founder at Digitaloft, a UK-based SEO and content marketing agency who specialize in driving organic growth for brands in competitive sectors such as retail eCommerce, travel and finance.
With a 12 year SEO career behind him, James is a growth-focused marketer with a personal focus upon eCommerce; having taken responsibility for executing an organic strategy for fast-growing stores in fast fashion, homeware and children’s toys.
James has previously spoken at conferences including BrightonSEO, YoastCon, Learn Inbound and Ungagged, with a confirmed session at PubCon Florida in 2020, and is a regular contributor to industry publications including Search Engine Journal and Search Engine Watch.
SMX West Speaker:
Conversion Guides, Growth Consultant and Startup Advisor
Jeremy Epperson is the Director of Conversion Optimization at 3Q Digital. He has a track record of growing revenue for businesses with his unique approach to conversion rate optimization and UX research. His passion for the past decade has been combining direct response marketing with data-driven research to drive results for clients. Jeremy has consulted with industry leaders on the web including Zillow, HP, TripAdvisor, SolarCity, Disney, and SurveyMonkey.
SMX West Speaker:
MicrosoftSenior Manager, Global Engagement
@purnavirjiNamed by PPC Hero as the #1 most influential PPC Expert in the world, Purna specializes in SEM, SEO and future search trends. With over a decade in search, she is a regular keynote speaker at conferences across the globe such as MozCon and Hero Conf and is a columnist for Search Engine Land and Search Engine Watch.
An award-winning former journalist, Purna was the CEO of Purview Marketing prior to joining the Bing Ads team. In her spare time, she’s an avid traveler, aspiring top chef and amateur knitter. Say hello @purnavirji
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Digital Commerce Insight 2: Set Your Products Up For Success By Understanding Amazon's A9 Algorithm
CloseFocus
Track
Digital Commerce Marketing
Overview
After this session, you'll be able to:
- Understand the direct and indirect factors that influence Amazon's A9 Algorithm — and use them to your advantage
- Describe sales velocity and content's role in ranking on Amazon
- Discuss how advertising plays into the ranking algorithm
SMX West Moderator:
Ginny Marvin is Editor-in-Chief of Search Engine Land, Marketing Land and MarTech Today, overseeing the day to day editorial operations. Ginny also writes about paid search, paid social, display and video campaign, measurement and attribution trends across the publications. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions.
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Nancy McLaughlin
Tinuiti, Director, Marketplace Search
Originally from South Africa, Nancy has both agency and brand management experience. She’s a results-oriented leader and has directed strategy for digital natives, emerging brands, and Fortune 500 companies. Nancy specializes in digital marketplaces, and currently leads a senior team of Marketplace Analysts at Tinuiti where she develops and drives forward new business lines like Amazon’s DSP and Walmart.
Nancy is a dynamic speaker and has led sessions at many top industry events, including SearchLove, HeroConf, Glossy, AdNYC, Elite SEM Summit, Outdoor Retailer, and Ad Diego. She’s frequently cited as an Amazon expert and has been featured in Vox, Glossy, and the Tinuiti blog.
SMX West Speaker:
Conversion Guides, Growth Consultant and Startup Advisor
Jeremy Epperson is the Director of Conversion Optimization at 3Q Digital. He has a track record of growing revenue for businesses with his unique approach to conversion rate optimization and UX research. His passion for the past decade has been combining direct response marketing with data-driven research to drive results for clients. Jeremy has consulted with industry leaders on the web including Zillow, HP, TripAdvisor, SolarCity, Disney, and SurveyMonkey.
SMX West Speaker:
MicrosoftSenior Manager, Global Engagement
@purnavirjiNamed by PPC Hero as the #1 most influential PPC Expert in the world, Purna specializes in SEM, SEO and future search trends. With over a decade in search, she is a regular keynote speaker at conferences across the globe such as MozCon and Hero Conf and is a columnist for Search Engine Land and Search Engine Watch.
An award-winning former journalist, Purna was the CEO of Purview Marketing prior to joining the Bing Ads team. In her spare time, she’s an avid traveler, aspiring top chef and amateur knitter. Say hello @purnavirji
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Digital Commerce Insight 3: How Search Is Driving Real World Product Innovation (12:00pm-12:12pm)
CloseFocus
Track
Digital Commerce Marketing
Overview
In this session, you'll:
- Use insights from search to drive product innovation, R&D, communications and design
- Extract insights from free tools like Google Trends and create insightful recommendations for your product and R&D teams
- Understand how manufacturers and companies use social listening to create new brands and product lines
Speakers
Benjamin Spiegel
Procter & Gamble, Chief Digital Officer, Global Beauty , @benjaminspiegelModerator
SMX West Moderator:
Ginny Marvin is Editor-in-Chief of Search Engine Land, Marketing Land and MarTech Today, overseeing the day to day editorial operations. Ginny also writes about paid search, paid social, display and video campaign, measurement and attribution trends across the publications. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions.
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Benjamin has nearly 20 years of experience in technology, advertising and marketing. His focus has been on developing digital first campaigns for global brands and institutions leveraging disruptive digital technologies and capabilities. Prior to joining P&G Beauty as Global Chief Digital Officer he has led the search practice across the GroupM, led the P&G business for Catalyst, and most recently served as CEO of MMI Agency. Today Benjamin brings to P&G Beauty his unique and significant depth & breadth of experience and leadership in the digital space.
SMX West Speaker:
Conversion Guides, Growth Consultant and Startup Advisor
Jeremy Epperson is the Director of Conversion Optimization at 3Q Digital. He has a track record of growing revenue for businesses with his unique approach to conversion rate optimization and UX research. His passion for the past decade has been combining direct response marketing with data-driven research to drive results for clients. Jeremy has consulted with industry leaders on the web including Zillow, HP, TripAdvisor, SolarCity, Disney, and SurveyMonkey.
SMX West Speaker:
MicrosoftSenior Manager, Global Engagement
@purnavirjiNamed by PPC Hero as the #1 most influential PPC Expert in the world, Purna specializes in SEM, SEO and future search trends. With over a decade in search, she is a regular keynote speaker at conferences across the globe such as MozCon and Hero Conf and is a columnist for Search Engine Land and Search Engine Watch.
An award-winning former journalist, Purna was the CEO of Purview Marketing prior to joining the Bing Ads team. In her spare time, she’s an avid traveler, aspiring top chef and amateur knitter. Say hello @purnavirji
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SEO Site Clinic
CloseFocus
Track
Clinic
Overview
During this hands-on, PowerPoint-free Q&A session, you'll be able to:
- Volunteer your site to be audited in real-time by a panel of experts
- Discover the root causes of your challenges and actionable steps to overcome them
- Ask seasoned SEO veterans your burning questions on all-things organic
Speakers
Chris Silver Smith
Argent Media, Founder & CEO , @si1very
Christine Churchill
KeyRelevance, President , @keyrelevanceModerator
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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Chris Silver Smith is founder of Argent Media, a search marketing consultancy located in Dallas, Texas, and has a long history in search engine optimization, online reputation management, internet technology, expert witness consulting and internet marketing. He has worked for some of the top agencies in the field of SEO, researching and developing search optimization and social media marketing techniques, and providing online strategy for Fortune 500 and Internet Retailer 500 companies.
Chris also previously worked at Verizon Superpages.com for a decade, and served as head of their technology department. His work there included R&D, local search engine development, UI & UX design, map-based search interfaces, mobile apps, and more. Chris was awarded the Individual Excellence Award by Verizon in 2004 for his SEO projects, and he also has two patents awarded for local search technologies.
Chris regularly contributes articles to Search Engine Land, Marketing Land, and the [Ag] Search Blog. Chris currently serves on the Board of Advisors for Universal Business Listing (UBL), and Thomas-Reuters FindLaw's SEO Advisory Board.
SMX West Speaker:
Christine Churchill is the President of KeyRelevance, a full service search engine marketing company offering search engine optimization, strategic link building, and pay per click management.
Ms Churchill was a member of the founding Board of Directors of the Search Engine Marketing Professionals Organization (SEMPO) and is currently Chairman of the Dallas / Fort Worth Search Engine Marketing Association. Ms. Churchill holds a Masters Degree in Business and has over ten years online marketing experience.
Ms. Churchill is a regular speaker at Search Marketing Expo, Search Engine Strategies, PubCon, and High Rankings Seminars. She is a columnist at Search Engine Land and has written extensively on search marketing.
SMX West Speaker:
MicrosoftSenior Manager, Global Engagement
@purnavirjiNamed by PPC Hero as the #1 most influential PPC Expert in the world, Purna specializes in SEM, SEO and future search trends. With over a decade in search, she is a regular keynote speaker at conferences across the globe such as MozCon and Hero Conf and is a columnist for Search Engine Land and Search Engine Watch.
An award-winning former journalist, Purna was the CEO of Purview Marketing prior to joining the Bing Ads team. In her spare time, she’s an avid traveler, aspiring top chef and amateur knitter. Say hello @purnavirji
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What 'Near Me' Brand Experience Means To Your Customers
CloseFocus
Track
Solutions
Presented by:
Overview
With 60% of Google searches coming from mobile devices, "near me" queries and local search have grown explosively. Smartphones are now the primary way customers discover businesses and make buying decisions. And the modern consumer journey creates new competitive challenges for multi-location brands and local businesses alike. In this session you'll learn about:
- the rise of local-intent search (and how most of it is "unbranded")
- the fragmentation of attention and technology
- the central role of social validation today
- a holistic approach to marketing to near me searchers
Uberall's Kelly Benish provides a personal and data-driven look at how marketers can win by creating an outstanding 'Near Me' Brand Experience.
Speakers
Kelly Benish
VP Strategic Partnerships NA, UberallSMX West Moderator:
Partner & VP Event Programming, Third Door Media, Inc.
@CJShermanChris 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.
SMX West Co-Moderator:
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SMX West Speaker:
Chris Silver Smith is founder of Argent Media, a search marketing consultancy located in Dallas, Texas, and has a long history in search engine optimization, online reputation management, internet technology, expert witness consulting and internet marketing. He has worked for some of the top agencies in the field of SEO, researching and developing search optimization and social media marketing techniques, and providing online strategy for Fortune 500 and Internet Retailer 500 companies.
Chris also previously worked at Verizon Superpages.com for a decade, and served as head of their technology department. His work there included R&D, local search engine development, UI & UX design, map-based search interfaces, mobile apps, and more. Chris was awarded the Individual Excellence Award by Verizon in 2004 for his SEO projects, and he also has two patents awarded for local search technologies.
Chris regularly contributes articles to Search Engine Land, Marketing Land, and the [Ag] Search Blog. Chris currently serves on the Board of Advisors for Universal Business Listing (UBL), and Thomas-Reuters FindLaw's SEO Advisory Board.
SMX West Speaker:
Christine Churchill is the President of KeyRelevance, a full service search engine marketing company offering search engine optimization, strategic link building, and pay per click management.
Ms Churchill was a member of the founding Board of Directors of the Search Engine Marketing Professionals Organization (SEMPO) and is currently Chairman of the Dallas / Fort Worth Search Engine Marketing Association. Ms. Churchill holds a Masters Degree in Business and has over ten years online marketing experience.
Ms. Churchill is a regular speaker at Search Marketing Expo, Search Engine Strategies, PubCon, and High Rankings Seminars. She is a columnist at Search Engine Land and has written extensively on search marketing.
SMX West Speaker:
MicrosoftSenior Manager, Global Engagement
@purnavirjiNamed by PPC Hero as the #1 most influential PPC Expert in the world, Purna specializes in SEM, SEO and future search trends. With over a decade in search, she is a regular keynote speaker at conferences across the globe such as MozCon and Hero Conf and is a columnist for Search Engine Land and Search Engine Watch.
An award-winning former journalist, Purna was the CEO of Purview Marketing prior to joining the Bing Ads team. In her spare time, she’s an avid traveler, aspiring top chef and amateur knitter. Say hello @purnavirji
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Kelly Benish
VP Strategic Partnerships NA, Uberall
Starting in finance and finding her way to the interwebs by chance, Benish has always had a keen eye on networking and learning new business models. Her experience in sales, marketing and business development specialization around media clients spans IYP's, publishers, newspapers, agencies and vertical industries. Benish has a BA in English and Criminal Justice, graduating with honors from the University of North Carolina.
Kelly Benish is a recognized national speaker including engagements through BIA Kelsey, Borrell, Local Media Association, Local Search Association, Association of Alternative Newsweeklies, Association of Directory Publishers, Inland Press Association, SMX & more.
SMX West Plus Session Presenter:
SMX West Plus Session Presenter:
SMX West Plus Session Presenter:
SMX West Plus Session Presenter:
12:15 PM- 1:15 PM
Lunch and Expo Time - Lunch Presentation in Main Stage
Improving Relationships Between SEO And Web Developers
CloseFocus
Track
SEO
Overview
After this session, you'll be able to:
- Create a healthy, productive environment in which SEO and web developers can collectively thrive
- Implement best practices for engaging with developers to implement technical SEO initiatives (hreflang, structured data, XML sitemaps, etc.)
- Show the value of your SEO team to developers so that they want to interact with your team as much as possible
Speakers
Jenny Jiang
Autodesk, SEO Developer , @jennyjsj Dana Tan
Under Armour, Sr. Manager, Global SEOModerator
SMX West Moderator:
Jessica is the In House SEO Adviser for Search Engine Land and a member of the programming team for SMX events. She is the founder and owner of SEOinhouse.com, a company on a mission to make in house SEO simpler. She is a leading advocate of in house SEO, and started in house SEO programs at Enterprise Rent-A-Car, Business.com and Yahoo! Inc.
SMX West Co-Moderator:
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SMX West Speaker:
Jenny Jiang is a SEO developer for Autodesk and oversees technical SEO for 40 international websites. She brings her skills in data science and front-end web development to SEO to better collaborate with engineers, developers, and product managers to ensure the overall health of Autodesk websites. She’s passionate about experimenting with new techniques and schema. She also specializes in SEO for Asia Pacific and optimizes for search engines in Baidu, Naver, and Sogou.
SMX West Speaker:
Dana Tan
Under Armour, Sr. Manager, Global SEO
Dana has been working in SEO since 2003, when she purchased a membership website and left the classical music world to go full on digital geek. The first 8 years were spent working in-house for small eComm sites, all which migrated at some point. Moving with her family to San Diego in 2011, she spent 4 years working agency side with enterprise clients, including Samsung, Netapp, SendGrid and Coupons.com. In 2018 she accepted the role of Sr. Global SEO Manager at Under Armour in Baltimore, MD. When not untangling SEO puzzles, she loves cooking, adult beverages, trying new foods and container gardening (tomatillos!).
SMX West Speaker:
MicrosoftSenior Manager, Global Engagement
@purnavirjiNamed by PPC Hero as the #1 most influential PPC Expert in the world, Purna specializes in SEM, SEO and future search trends. With over a decade in search, she is a regular keynote speaker at conferences across the globe such as MozCon and Hero Conf and is a columnist for Search Engine Land and Search Engine Watch.
An award-winning former journalist, Purna was the CEO of Purview Marketing prior to joining the Bing Ads team. In her spare time, she’s an avid traveler, aspiring top chef and amateur knitter. Say hello @purnavirji
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SMX West Plus Session Presenter:
SMX West Plus Session Presenter:
SMX West Plus Session Presenter:
SMX West Plus Session Presenter:
Behind The Scenes With Google Search Console And Bing Webmaster Tools
CloseFocus
Track
SEO
Overview
After this session, you'll be able to:
- Implement SEO best practices for crawling and site architecture
- Understand Webmaster Tools to get the most out of Bing search
- Know what's new and coming up in Bing Webmaster Tools
- Understand recent launches from Google
Speakers
Daniel Waisberg
Google, Search Advocate , @danielwaisberg
Nikunj Daga
Microsoft, Product Manager , @BingWMCModerator
SMX West Moderator:
Barry Schwartz is a Contributing Editor to Search Engine Land and a member of the programming team for SMX events. He 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.
SMX West Co-Moderator:
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SMX West Speaker:
Daniel has been at Google for the last 6 years. He started as an Analytics Advocate, helping Googlers & users to make better decisions by giving them useful data & insights. This year he joined the Search team, helping webmasters, SEOs & developers succeed in search, the web, and beyond.
SMX West Speaker:
Nikunj Daga is a Program Manager in the Bing Webmasters team at Microsoft. He works towards improving and adding new capabilities in Bing Webmaster Tools, making it more useful and actionable to the webmasters. Prior to Bing Webmasters, he was briefly involved in building shopping experiences in Bing.
He has previously presented in Google Webmaster Conference in India, Microsoft Advertising Customer conferences and recently in Ungagged Los Angeles covering topics around basics of search engine, SEO best practices and making the most out of Bing Webmaster Tools. He also authors and actively contributes to the blogs published in Bing Webmaster blogs.
Prior to joining Microsoft, Nikunj was working in an Intellectual Property consulting firm focusing on patents in software and telecommunications domains and has co-authored two white papers in that space. He is an Electronics and Communication engineer with published journal on advanced communication. He also holds a Masters degree in Business from the Indian Institute of Management.
SMX West Speaker:
MicrosoftSenior Manager, Global Engagement
@purnavirjiNamed by PPC Hero as the #1 most influential PPC Expert in the world, Purna specializes in SEM, SEO and future search trends. With over a decade in search, she is a regular keynote speaker at conferences across the globe such as MozCon and Hero Conf and is a columnist for Search Engine Land and Search Engine Watch.
An award-winning former journalist, Purna was the CEO of Purview Marketing prior to joining the Bing Ads team. In her spare time, she’s an avid traveler, aspiring top chef and amateur knitter. Say hello @purnavirji
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SMX West Plus Session Presenter:
SMX West Plus Session Presenter:
How To Optimize Facebook Campaigns That Deliver Qualified Leads
CloseFocus
Track
SEM⁄PPC
Overview
After this session, you'll be able to:
- Understand and generate insights about your B2B audiences on Facebook
- Optimize results by filtering out anomalies from real data
- Build on success, using retargeting, lookalikes, and audiences from LinkedIn and your website to make your Facebook campaigns work harder
SMX West Moderator:
Matt Van Wagner is President and founder of Find Me Faster a search engine marketing firm based in Nashua, NH. He is also a member of the programming team for SMX events. Matt 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. He is a member of SEMNE (Search Engine Marketing New England), and SEMPO, the Search Engine Marketing Professionals Organization, He is member and contributing courseware developer for the SEMPO Institute. Matt occasionally writes on search engines and technology topics for IMedia, The NH Business Review and other publications, He also served as technical editor for Andrew Goodman's Winning Results with Google AdWords and Mona Elesseily's Yahoo! Search Marketing Handbook.
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SMX West Speaker:
Julia has spent her career focused on performance media for large enterprises of all kinds. Across different sectors, paid search and social present different challenges.
Franchisee organizations with hundreds of locations require different strategies and tactics than a government entity that can't make use of pixels for privacy reasons. A client like KPMG will have different goals than a franchisee developer, but we're all present on the same platforms.
SMX West Speaker:
Microsoft, Product Manager
@BingWMCNikunj Daga is a Program Manager in the Bing Webmasters team at Microsoft. He works towards improving and adding new capabilities in Bing Webmaster Tools, making it more useful and actionable to the webmasters. Prior to Bing Webmasters, he was briefly involved in building shopping experiences in Bing.
He has previously presented in Google Webmaster Conference in India, Microsoft Advertising Customer conferences and recently in Ungagged Los Angeles covering topics around basics of search engine, SEO best practices and making the most out of Bing Webmaster Tools. He also authors and actively contributes to the blogs published in Bing Webmaster blogs.
Prior to joining Microsoft, Nikunj was working in an Intellectual Property consulting firm focusing on patents in software and telecommunications domains and has co-authored two white papers in that space. He is an Electronics and Communication engineer with published journal on advanced communication. He also holds a Masters degree in Business from the Indian Institute of Management.
SMX West Speaker:
MicrosoftSenior Manager, Global Engagement
@purnavirjiNamed by PPC Hero as the #1 most influential PPC Expert in the world, Purna specializes in SEM, SEO and future search trends. With over a decade in search, she is a regular keynote speaker at conferences across the globe such as MozCon and Hero Conf and is a columnist for Search Engine Land and Search Engine Watch.
An award-winning former journalist, Purna was the CEO of Purview Marketing prior to joining the Bing Ads team. In her spare time, she’s an avid traveler, aspiring top chef and amateur knitter. Say hello @purnavirji
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SMX West Plus Session Presenter:
SMX West Plus Session Presenter:
SMX West Plus Session Presenter:
Ad Testing In An Automated World
CloseFocus
Track
SEM⁄PPC
Overview
After this session, you'll be able to:
- Understand the correlation between audience and ad testing
- Know how to interpret GDN and YouTube ad tests
- Take ad test results and make them executable for ongoing media
- Efficiently test variables beyond just the creative and messaging
- Adjust your testing process to accommodate Messaging/ETA vs. RSA, call only and other formats rolling out from Google
- Use campaign experiments and ad variants in Google Ads to make testing more manageable, for accounts both large and small
Speakers
Michael Crimmins
Sunpro Solar, Director of Search and Digital , @mikecrimmins
Jonathan Kagan
MARC USA|Cogniscient Media, Sr Director of Search and Biddable Media , @jonkaganModerator
SMX West Moderator:
Kathy has more than 20 years of experience in marketing communications, event management and marketing training. Formerly, Kathy was the director of content and training for the Digital Summit series of events where she oversaw the content development and quality of more than 20 events a year. Prior to that she was the director of training for MarketingProfs where she worked on live events, virtual events and developed marketing training programs using instructional design techniques and adult learning theory. She has also worked on industry events for other companies including the Direct Marketing Association and Penton Media.
SMX West Co-Moderator:
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SMX West Speaker:
Mike Crimmins is in charge of everything digital for Sunpro Solar, a leading provider of rooftop solar based out of Louisiana. His main passion is generating leads via paid search. He enjoys paid search from the top level of designing strategies and creating campaigns, to the day to battles on the front line, hands on managing of the accounts and battling for quality leads at the best CPA.
When he's not in front of the computer, you can find Mike running through the mud, crawling under the barbed wire and jumping over mud at obstacle course races. He's a retired coffee blogger, part time craft beer taste tester and has a six year old that keeps him on his toes.
SMX West Speaker:
Jonathan Kagan, senior director of search and biddable media at MARC USA | Results Digital, began working in the online marketing industry in 2005, supporting search campaigns before expanding into other digital marketing sectors.
Prior to working with MARC USA, Kagan ran search marketing teams for Mediacom, Forbes, and Digitas. He led the enterprise search operations for clients like American Express, Revlon, GlaxoSmithKline, Equifax, Mead Johnson, and Abbvie. He also created and oversaw Digitas Central America's search marketing operation.
You may of seen some of his presentations on mobile and multi-screen marketing at conferences like SES New York, ClickZ Live, Ad-Tech and SMX.
SMX West Speaker:
MicrosoftSenior Manager, Global Engagement
@purnavirjiNamed by PPC Hero as the #1 most influential PPC Expert in the world, Purna specializes in SEM, SEO and future search trends. With over a decade in search, she is a regular keynote speaker at conferences across the globe such as MozCon and Hero Conf and is a columnist for Search Engine Land and Search Engine Watch.
An award-winning former journalist, Purna was the CEO of Purview Marketing prior to joining the Bing Ads team. In her spare time, she’s an avid traveler, aspiring top chef and amateur knitter. Say hello @purnavirji
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SMX West Plus Session Presenter:
Driving Profitable Sales With Amazon Search Ads
CloseFocus
Track
Digital Commerce Marketing
Overview
After this session, you'll be able to:
- Drive sales on Amazon with a detailed, full funnel, and organized strategy
- Make the business case for Amazon Ads and overcome internal hesitation
- Use hidden features in the Amazon Search Platform to win more engagement
- Navigate Amazon Search while using Amazon Product Display to enrich your audience pool and close the loop
- Clean and organize ASINs and account structure
SMX West Moderator:
Ginny Marvin is Editor-in-Chief of Search Engine Land, Marketing Land and MarTech Today, overseeing the day to day editorial operations. Ginny also writes about paid search, paid social, display and video campaign, measurement and attribution trends across the publications. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions.
SMX West Co-Moderator:
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SMX West Speaker:
As a Senior SEM Manager at PMG Digital Agency, Kaitlin McGrew leads paid search and shopping digital strategy across Amazon, Google and Microsoft. Kaitlin currently leads the strategy for Cole Haan and The Container Store, in addition to Amazon-specific strategy for Lilly Pulitzer, Cole Haan and Chaps. Before joining the PMG team, Kaitlin worked as a Paid Search & Social Manager at Standing Dog, which was acquired by Wpromote. Kaitlin earned her degree at the University of North Texas.
SMX West Speaker:
MARC USA|Cogniscient Media, Sr Director of Search and Biddable Media
@jonkaganJonathan Kagan, senior director of search and biddable media at MARC USA | Results Digital, began working in the online marketing industry in 2005, supporting search campaigns before expanding into other digital marketing sectors.
Prior to working with MARC USA, Kagan ran search marketing teams for Mediacom, Forbes, and Digitas. He led the enterprise search operations for clients like American Express, Revlon, GlaxoSmithKline, Equifax, Mead Johnson, and Abbvie. He also created and oversaw Digitas Central America's search marketing operation.
You may of seen some of his presentations on mobile and multi-screen marketing at conferences like SES New York, ClickZ Live, Ad-Tech and SMX.
SMX West Speaker:
MicrosoftSenior Manager, Global Engagement
@purnavirjiNamed by PPC Hero as the #1 most influential PPC Expert in the world, Purna specializes in SEM, SEO and future search trends. With over a decade in search, she is a regular keynote speaker at conferences across the globe such as MozCon and Hero Conf and is a columnist for Search Engine Land and Search Engine Watch.
An award-winning former journalist, Purna was the CEO of Purview Marketing prior to joining the Bing Ads team. In her spare time, she’s an avid traveler, aspiring top chef and amateur knitter. Say hello @purnavirji
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SMX West Plus Session Presenter:
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SMX West Plus Session Presenter:
Mastering SEO Silos - Bruce Clay
CloseFocus
Track
Solutions
Presented by:
Overview
Come learn about SEO siloing from the person who invented it. This powerful "ranking factor" is often overlooked or implemented incorrectly. Attendees will learn the concepts and approaches to designing a silo architecture and the steps in the process.
You will learn:
- What is a silo, and why does it matter?
- Examples of successful results using silos
- Essential steps in the siloing process
- Effective internal linking structures
- How to create physical and virtual silos
Speakers
Bruce Clay
Founder & President, Bruce Clay, Inc.SMX West Moderator:
Editor-in-Chief, Search Engine Land
@ginnymarvinGinny Marvin is Editor-in-Chief of Search Engine Land, Marketing Land and MarTech Today, overseeing the day to day editorial operations. Ginny also writes about paid search, paid social, display and video campaign, measurement and attribution trends across the publications. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions.
SMX West Co-Moderator:
,
SMX West Speaker:
As a Senior SEM Manager at PMG Digital Agency, Kaitlin McGrew leads paid search and shopping digital strategy across Amazon, Google and Microsoft. Kaitlin currently leads the strategy for Cole Haan and The Container Store, in addition to Amazon-specific strategy for Lilly Pulitzer, Cole Haan and Chaps. Before joining the PMG team, Kaitlin worked as a Paid Search & Social Manager at Standing Dog, which was acquired by Wpromote. Kaitlin earned her degree at the University of North Texas.
SMX West Speaker:
MARC USA|Cogniscient Media, Sr Director of Search and Biddable Media
@jonkaganJonathan Kagan, senior director of search and biddable media at MARC USA | Results Digital, began working in the online marketing industry in 2005, supporting search campaigns before expanding into other digital marketing sectors.
Prior to working with MARC USA, Kagan ran search marketing teams for Mediacom, Forbes, and Digitas. He led the enterprise search operations for clients like American Express, Revlon, GlaxoSmithKline, Equifax, Mead Johnson, and Abbvie. He also created and oversaw Digitas Central America's search marketing operation.
You may of seen some of his presentations on mobile and multi-screen marketing at conferences like SES New York, ClickZ Live, Ad-Tech and SMX.
SMX West Speaker:
MicrosoftSenior Manager, Global Engagement
@purnavirjiNamed by PPC Hero as the #1 most influential PPC Expert in the world, Purna specializes in SEM, SEO and future search trends. With over a decade in search, she is a regular keynote speaker at conferences across the globe such as MozCon and Hero Conf and is a columnist for Search Engine Land and Search Engine Watch.
An award-winning former journalist, Purna was the CEO of Purview Marketing prior to joining the Bing Ads team. In her spare time, she’s an avid traveler, aspiring top chef and amateur knitter. Say hello @purnavirji
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Bruce Clay
Founder & President, Bruce Clay, Inc.
Bruce Clay is founder and president of Bruce Clay, Inc., a global Internet marketing optimization firm providing search engine optimization, pay per click, social media marketing, conversion rate optimization, SEO-friendly Web design and architecture, and SEO tools and training. As an industry thought leader, Clay is an accomplished speaker, author and educator. Clay also produces the search marketing Web series, SEM Synergy, on YouTube.com/BruceClayInc starting 2012, and is author of “Search Engine Optimization All-in-One for Dummies” -- more than 700 pages of hands-on SEO guidance, with an updated version published in January 2012.
SMX West Plus Session Presenter:
SMX West Plus Session Presenter:
SMX West Plus Session Presenter:
SMX West Plus Session Presenter:
2:00 PM-2:20 PM
Break
Fantastic Links And Where To Find Them - Page One Power
CloseFocus
Track
SMX Theater
Presented by:
Overview
Michael Johnson takes you on a magical journey through the (admittedly, not-so-magical) process of earning a quality backlink. In his presentation, Michael will demonstrate how to create and leverage linkable assets, identify relevant link opportunities, and communicate with other site owners in a way that compels them to link to your website.
Speakers
Michael Johnson
Sales Manager, Page One PowerSMX West Moderator:
Editor-in-Chief, Search Engine Land
@ginnymarvinGinny Marvin is Editor-in-Chief of Search Engine Land, Marketing Land and MarTech Today, overseeing the day to day editorial operations. Ginny also writes about paid search, paid social, display and video campaign, measurement and attribution trends across the publications. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions.
SMX West Co-Moderator:
,
SMX West Speaker:
As a Senior SEM Manager at PMG Digital Agency, Kaitlin McGrew leads paid search and shopping digital strategy across Amazon, Google and Microsoft. Kaitlin currently leads the strategy for Cole Haan and The Container Store, in addition to Amazon-specific strategy for Lilly Pulitzer, Cole Haan and Chaps. Before joining the PMG team, Kaitlin worked as a Paid Search & Social Manager at Standing Dog, which was acquired by Wpromote. Kaitlin earned her degree at the University of North Texas.
SMX West Speaker:
MARC USA|Cogniscient Media, Sr Director of Search and Biddable Media
@jonkaganJonathan Kagan, senior director of search and biddable media at MARC USA | Results Digital, began working in the online marketing industry in 2005, supporting search campaigns before expanding into other digital marketing sectors.
Prior to working with MARC USA, Kagan ran search marketing teams for Mediacom, Forbes, and Digitas. He led the enterprise search operations for clients like American Express, Revlon, GlaxoSmithKline, Equifax, Mead Johnson, and Abbvie. He also created and oversaw Digitas Central America's search marketing operation.
You may of seen some of his presentations on mobile and multi-screen marketing at conferences like SES New York, ClickZ Live, Ad-Tech and SMX.
SMX West Speaker:
MicrosoftSenior Manager, Global Engagement
@purnavirjiNamed by PPC Hero as the #1 most influential PPC Expert in the world, Purna specializes in SEM, SEO and future search trends. With over a decade in search, she is a regular keynote speaker at conferences across the globe such as MozCon and Hero Conf and is a columnist for Search Engine Land and Search Engine Watch.
An award-winning former journalist, Purna was the CEO of Purview Marketing prior to joining the Bing Ads team. In her spare time, she’s an avid traveler, aspiring top chef and amateur knitter. Say hello @purnavirji
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SMX West Plus Session Presenter:
Michael Johnson
Sales Manager, Page One Power
Michael has been in the SEO industry for over six years and he's developed hundreds of SEO campaigns and strategies for companies of all sizes, ranging from mom-n-pop shops to Fortune 500 brands. As Sales Manager at Page One Power, Michael works with prospective partners to ensure goals, expectations, and beliefs all align before the launch of every campaign.
SMX West Plus Session Presenter:
SMX West Plus Session Presenter:
SMX West Plus Session Presenter:
SMX West Plus Session Presenter:
Google BERT: What SEOs And Marketers Need to Know
CloseFocus
Track
SEO
Overview
After this session, you'll be able to:
- Understand what Google BERT is and where it came from
- Discuss how natural language understanding is developing and how you can utilize co-occurrence to disambiguate your search strategy
- Know how search engines may be utilizing Google BERT and its implications for search marketers
- Understand why you cannot optimize SEO for the Google BERT algorithm update
- Harness the power of Google BERT as a tool to improve your SEO efficiency and contextual relevance (complete with real-world examples)
- Understand BERT's successor ALBERT
SMX West Moderator:
Barry Schwartz is a Contributing Editor to Search Engine Land and a member of the programming team for SMX events. He 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.
SMX West Co-Moderator:
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SMX West Speaker:
Besides being an international SEO Consultant and Search Strategist, Dawn is also a lecturer at Manchester Metropolitan University, Pg Dip DigM, MSc Researcher and judge for the EU, US, UK and Northern Digital Search Awards. Over the years she has worked with industry leading digital marketing agencies and brands on enterprise and startup SEO campaigns across fashion, legal, auto, travel, finance, telecoms, insurance and gambling.
SMX West Speaker:
MARC USA|Cogniscient Media, Sr Director of Search and Biddable Media
@jonkaganJonathan Kagan, senior director of search and biddable media at MARC USA | Results Digital, began working in the online marketing industry in 2005, supporting search campaigns before expanding into other digital marketing sectors.
Prior to working with MARC USA, Kagan ran search marketing teams for Mediacom, Forbes, and Digitas. He led the enterprise search operations for clients like American Express, Revlon, GlaxoSmithKline, Equifax, Mead Johnson, and Abbvie. He also created and oversaw Digitas Central America's search marketing operation.
You may of seen some of his presentations on mobile and multi-screen marketing at conferences like SES New York, ClickZ Live, Ad-Tech and SMX.
SMX West Speaker:
MicrosoftSenior Manager, Global Engagement
@purnavirjiNamed by PPC Hero as the #1 most influential PPC Expert in the world, Purna specializes in SEM, SEO and future search trends. With over a decade in search, she is a regular keynote speaker at conferences across the globe such as MozCon and Hero Conf and is a columnist for Search Engine Land and Search Engine Watch.
An award-winning former journalist, Purna was the CEO of Purview Marketing prior to joining the Bing Ads team. In her spare time, she’s an avid traveler, aspiring top chef and amateur knitter. Say hello @purnavirji
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SMX West Plus Session Presenter:
Solving Complex JavaScript Issues And Leveraging Semantic HTML5
CloseFocus
Track
SEO
Overview
After this session, you'll be able to:
- Understand that Google's index before render is important in the face of JavaScript-driven websites and apps (e.g. React, Angular, Vue)
- Avoid indexing problems by knowing how Google applies filters and limitations before rendering
- Deliver different HTML per page, even other page attributes (page URL, title, canonical, etc.), since Google won't render pages with limited differences
Speakers
Russ Jeffery
Duda, Director of Strategic Integrations
Hamlet Batista
RankSense Inc, CEO , @hamletbatistaModerator
SMX West Moderator:
Detlef Johnson is the SEO for Developers Expert for Search Engine Land and SMX. He is also a member of the programming team for SMX events and writes the SEO for Developers series on Search Engine Land. Detlef is one of the original group of pioneering webmasters who established the professional SEO field more than 20 years ago. Since then he has worked for major search engine technology providers, managed programming and marketing teams for Chicago Tribune, and consulted for numerous entities including Fortune 500 companies. Detlef has a strong understanding of Technical SEO and a passion for Web programming.
SMX West Co-Moderator:
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SMX West Speaker:
Russ Jeffery
Duda, Director of Strategic Integrations
Russ Jeffery is Duda's Director of Strategic Integrations and leads product and technology integrations with large industry partners, such as Thryv, Hibu, 1&1 Ionos and Yell. Over his 8 years at Duda, Russ has served in nearly every role at Duda, but currently runs Duda's App Store initiative and is responsible for adding best-in-breed products and services to Duda's ecosystem of Agencies, Franchises, SaaS Platforms and Hosting companies.
Russ holds a Bachelor of Science from the University of Oregon and has deep experience with and passion for nearly anything related to the web, ranging from SEO to Web Design to TLS/SSL configurations.
Other writing can be found here: https://www.duda.co/blog/author/russ/
SMX West Speaker:
Hamlet Batista is CEO and founder of RankSense, an agile SEO platform for online retailers and manufacturers. He holds U.S. patents on innovative SEO technologies, started doing SEO as a successful affiliate marketer back in 2002, and believes great SEO results should not take 6 months.
SMX West Speaker:
MicrosoftSenior Manager, Global Engagement
@purnavirjiNamed by PPC Hero as the #1 most influential PPC Expert in the world, Purna specializes in SEM, SEO and future search trends. With over a decade in search, she is a regular keynote speaker at conferences across the globe such as MozCon and Hero Conf and is a columnist for Search Engine Land and Search Engine Watch.
An award-winning former journalist, Purna was the CEO of Purview Marketing prior to joining the Bing Ads team. In her spare time, she’s an avid traveler, aspiring top chef and amateur knitter. Say hello @purnavirji
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SMX West Plus Session Presenter:
How To Manage And Optimize B2B PPC Accounts
CloseFocus
Track
SEM⁄PPC
Overview
After this session, you'll be able to:
- Understand your potential customer by stepping out of the digital marketer silo and talking with your sales and customer service teams
- Ask time-tested questions that provide answers you can quickly apply to messaging and targeting
- Think beyond search to audience-focused targeting, in order to zero in on precise B2B audiences
- Go beyond bottom funnel targeting to build demand at the top
- Use tools such as Answer the Public, internal site search, competitor keywords, RLSA + broad match, organic search queries in Search Console and more to fine better keyword ideas for niche B2B terms
Speakers
Tim Jensen
Clix Marketing, Campaign Manager , @timothyjjensen Robert Brady
Righteous Marketing, Founder , @robert_bradyModerator
SMX West Moderator:
Brad Geddes has been involved in PPC since 1998. He is a co-founder of AdAlysis, an ad testing & recommendation platform, and a member of the programming team for SMX events. 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.
SMX West Co-Moderator:
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SMX West Speaker:
Tim Jensen is a Campaign Manager at Clix Marketing. With close to a decade of experience in the digital marketing industry, Tim has worked with both B2B and B2C accounts in a wide variety of industries. While comfortable managing ads across all major platforms, he’s particularly intrigued with the crossover between analytics and PPC.
Tim frequently contributes to the industry through writing articles for sites such as Search Engine Journal, Search Engine Land, Smashing Magazine, and the Clix Marketing blog, as well as joining webinars and podcasts. He also actively participates in the #ppcchat Twitter community and occasionally hosts the weekly chat.
SMX West Speaker:
Robert is a PPC wizard and conversion optimization extraordinaire. He has worked on PPC accounts of all sizes across many industries and has a soft spot for helping small businesses succeed with paid search.
Robert also loves to share his expertise with others by blogging regularly on PPC topics on the Clix Marketing blog, Search Engine People & his personal blog, Righteous Marketing. You'll also find his posts on SmallBizTrends.com, PPC Hero, 3QDigital.com and PracticalEcommerce.com among others. He is also an active participant in #PPCchat on Twitter.
Recreationally, Robert loves playing ultimate frisbee & basketball, riding his mountain bike and downhill skiing. He loves making new friends, so feel free to reach out on Twitter - @robert_brady
SMX West Speaker:
MicrosoftSenior Manager, Global Engagement
@purnavirjiNamed by PPC Hero as the #1 most influential PPC Expert in the world, Purna specializes in SEM, SEO and future search trends. With over a decade in search, she is a regular keynote speaker at conferences across the globe such as MozCon and Hero Conf and is a columnist for Search Engine Land and Search Engine Watch.
An award-winning former journalist, Purna was the CEO of Purview Marketing prior to joining the Bing Ads team. In her spare time, she’s an avid traveler, aspiring top chef and amateur knitter. Say hello @purnavirji
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Genius-level Microsoft Ads, Google Ads Optimization
CloseFocus
Track
SEM⁄PPC
Overview
After this session, you'll be able to:
- Optimize success with both Microsoft Ads and Google Ads
- Implement specific tactics and tips to optimize your Google Ads campaigns
- Build a unique and scaleable strategy for your Microsoft Ads campaigns
- Define the subtle, but important differences between Google and Microsoft settings and targeting options
Speakers
Mark Irvine
WordStream, Senior Data Scientist , @MarkIrvine89 Frederick Vallaeys
Optmyzr, Inc., CEO , @siliconvallaeysModerator
SMX West Moderator:
Matt Van Wagner is President and founder of Find Me Faster a search engine marketing firm based in Nashua, NH. He is also a member of the programming team for SMX events. Matt 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. He is a member of SEMNE (Search Engine Marketing New England), and SEMPO, the Search Engine Marketing Professionals Organization, He is member and contributing courseware developer for the SEMPO Institute. Matt occasionally writes on search engines and technology topics for IMedia, The NH Business Review and other publications, He also served as technical editor for Andrew Goodman's Winning Results with Google AdWords and Mona Elesseily's Yahoo! Search Marketing Handbook.
SMX West Co-Moderator:
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SMX West Speaker:
Mark is chiefly responsible for creating WordStream’s data-driven industry research, analyzing data and spotting trends within AdWords, Bing Ads, and Facebook. He regularly presents his research on trends in the PPC industry on webinars and at conferences around the country, such as SMX, Social Media Week, and Pubcon. His work has also been featured on CNET, The Washington Post, MSNBC, BBC and CNN. In 2017, Mark was named the 5th most influential PPC Experts by PPC Hero.
SMX West Speaker:
Frederick (Fred) Vallaeys is a Silicon Valley entrepreneur, author and leading influencer in pay-per-click search marketing. One of Google's first 500 employees, he helped pioneer PPC marketing as the company's first AdWords Evangelist. Today he serves as Co-Founding CEO of Optmyzr, a leading and award-winning PPC management software system. A sought-after industry thought leader, he contributes to leading marketing publications and conferences, and is routinely called upon by journalists, writers and podcasters for his industry insight and vision.
SMX West Speaker:
MicrosoftSenior Manager, Global Engagement
@purnavirjiNamed by PPC Hero as the #1 most influential PPC Expert in the world, Purna specializes in SEM, SEO and future search trends. With over a decade in search, she is a regular keynote speaker at conferences across the globe such as MozCon and Hero Conf and is a columnist for Search Engine Land and Search Engine Watch.
An award-winning former journalist, Purna was the CEO of Purview Marketing prior to joining the Bing Ads team. In her spare time, she’s an avid traveler, aspiring top chef and amateur knitter. Say hello @purnavirji
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Optimizing For Seasonality: How To Sell More In Your Peak Periods
CloseFocus
Track
Digital Commerce Marketing
Overview
After this session, you'll be able to:
- Make the most of your seasonal periods by developing a year-long strategy
- Plan budgets and creatives for the most active times of year for your brand
- Implement new tactics like bidding levers in the platforms to increase seasonal performance
Speakers
Michelle Stinson Ross
Apogee Results, Marketing Operations Director , @socialmicheller
Genevieve Head-Gordon
Metric Theory, Senior Director of Account ServicesModerator
SMX West Moderator:
Ginny Marvin is Editor-in-Chief of Search Engine Land, Marketing Land and MarTech Today, overseeing the day to day editorial operations. Ginny also writes about paid search, paid social, display and video campaign, measurement and attribution trends across the publications. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions.
SMX West Co-Moderator:
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SMX West Speaker:
Michelle Stinson Ross is an industry recognized authority on digital marketing, particularly the operation of holistic marketing systems that include content, search, social media, and marketing automation. As the Managing Director of Marketing Ops for Apogee Results, she is a key consultant and senior strategist to the internal team and agency clients. Michelle has written award winning case studies for the US Search Awards and is a judge for the EU Search Awards and the EU Content Awards.
SMX West Speaker:
Genevieve Head-Gordon
Metric Theory, Senior Director of Account Services
Genevieve oversees the client base, recruitment and growth of the Account Management team in Metric Theory’s NYC office. She has grown the team from 3 people to 20 over the course of 3 years and is responsible for the development and career progression of those team members.
Over the course of 7 years in paid advertising, Genevieve has managed several of Metric Theory’s larger enterprise accounts, in both the B2B and B2C spaces. She was awarded Search Engine Land’s SEM Female Marketer of the Year 2017 for her work in account management and her experience with management and people development.
Prior to Metric Theory, Genevieve worked as a Publicity Coordinator for Allied-THA Regional Marketing, an entertainment publicity company, where she was responsible for organizing and executing events, publicity and promotions for several major studios, including Screen Gems, Open Road Films, Universal Home Entertainment, IFC Films and 20th Century Fox.
Genevieve received her Bachelors of Arts in Sociology from the University of California, Berkeley.
SMX West Speaker:
MicrosoftSenior Manager, Global Engagement
@purnavirjiNamed by PPC Hero as the #1 most influential PPC Expert in the world, Purna specializes in SEM, SEO and future search trends. With over a decade in search, she is a regular keynote speaker at conferences across the globe such as MozCon and Hero Conf and is a columnist for Search Engine Land and Search Engine Watch.
An award-winning former journalist, Purna was the CEO of Purview Marketing prior to joining the Bing Ads team. In her spare time, she’s an avid traveler, aspiring top chef and amateur knitter. Say hello @purnavirji
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Amazon SEO Clinic
CloseFocus
Track
Clinic
Overview
During this hands-on, PowerPoint-free Q&A session, you'll be able to:
- Volunteer your site to be audited in real-time by a panel of experts
- Discover the root causes of your challenges and actionable steps to overcome them
- Ask seasoned Amazon SEO veterans your burning questions
Speakers
Tony Verre
The Integer Group, VP of eCommerce , @TonyVerre
Brittany Page
3Q Digital, Assoc. Director of SEO , @3QDigitalModerator
SMX West Moderator:
Kathy has more than 20 years of experience in marketing communications, event management and marketing training. Formerly, Kathy was the director of content and training for the Digital Summit series of events where she oversaw the content development and quality of more than 20 events a year. Prior to that she was the director of training for MarketingProfs where she worked on live events, virtual events and developed marketing training programs using instructional design techniques and adult learning theory. She has also worked on industry events for other companies including the Direct Marketing Association and Penton Media.
SMX West Co-Moderator:
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SMX West Speaker:
With over 12 years of SEO, eCommerce, and multi-discipline digital marketing experience under his belt, I’m working to help to pave the future of eCommerce and digital marketing at The Integer Group, currently heading up eCommerce for ExxonMobil, Helen of Troy, and others.
My passion, knowledge, and relentless quest for “better” in digital marketing and eCommerce drive the work. I’ve helped to build the search strategy and digital shelf practice from the ground-up for global brands like Unilever, Kimberly-Clark, Mars Pet Foods, and Conagra.
I spend my free time practicing the art of husbandry, being a dad to three amazing daughters, and reading and writing poetry and philosophy in the early hours of the morning.
SMX West Speaker:
A rare breed among her San Diego peers, Brittany is a native San Diegan who admittedly cannot drive in the rain and is freezing if temperatures drop below 60. She joined 3Q in January 2017 after previously working in house at Netgear and other reputable San Diego agencies, working with clients including Levi’s, Oakley, and HP.
Outside of work, Brittany enjoys being active: running, triathlons, hiking, and surfing (even managing to stand up on more than one occasion). She also enjoys reading a great book, Netflixing her weekends away, and all things sports. Unfortunately for her, she is a Padres, Chargers, Lakers, and UCLA Bruins fan. Brittany currently resides in Encinitas with her partner, two needy dogs, and cat who thinks he’s a dog.
SMX West Speaker:
MicrosoftSenior Manager, Global Engagement
@purnavirjiNamed by PPC Hero as the #1 most influential PPC Expert in the world, Purna specializes in SEM, SEO and future search trends. With over a decade in search, she is a regular keynote speaker at conferences across the globe such as MozCon and Hero Conf and is a columnist for Search Engine Land and Search Engine Watch.
An award-winning former journalist, Purna was the CEO of Purview Marketing prior to joining the Bing Ads team. In her spare time, she’s an avid traveler, aspiring top chef and amateur knitter. Say hello @purnavirji
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Digital PR Playbook - The Convergence Of Search, Social, And Your Website
CloseFocus
Track
Solutions
Presented by:
Overview
How do you shape the search landscape in your favor? Exults, 15-year industry veteran and pioneer, will teach you the nitty-gritty on our Digital PR paradigm. From building relevance to breaking relationships in the SERPS, this Digital PR crash-course will teach you what you need to know to compete in today's digital marketplace.
Learn about the best ways influence, optimize, and evolve the search landscape by leveraging the individual components of Digital PR- Search Engine Optimization, Social Media, Sponsored Ads, and Website Architecture. Get the official road map to a better SERP for your brand with Exults and Digital PR.
Speakers
Zach Hoffman
CEO, ExultsSMX West Moderator:
Director, Events Content, Third Door Media
@kathybushmanKathy has more than 20 years of experience in marketing communications, event management and marketing training. Formerly, Kathy was the director of content and training for the Digital Summit series of events where she oversaw the content development and quality of more than 20 events a year. Prior to that she was the director of training for MarketingProfs where she worked on live events, virtual events and developed marketing training programs using instructional design techniques and adult learning theory. She has also worked on industry events for other companies including the Direct Marketing Association and Penton Media.
SMX West Co-Moderator:
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SMX West Speaker:
With over 12 years of SEO, eCommerce, and multi-discipline digital marketing experience under his belt, I’m working to help to pave the future of eCommerce and digital marketing at The Integer Group, currently heading up eCommerce for ExxonMobil, Helen of Troy, and others.
My passion, knowledge, and relentless quest for “better” in digital marketing and eCommerce drive the work. I’ve helped to build the search strategy and digital shelf practice from the ground-up for global brands like Unilever, Kimberly-Clark, Mars Pet Foods, and Conagra.
I spend my free time practicing the art of husbandry, being a dad to three amazing daughters, and reading and writing poetry and philosophy in the early hours of the morning.
SMX West Speaker:
A rare breed among her San Diego peers, Brittany is a native San Diegan who admittedly cannot drive in the rain and is freezing if temperatures drop below 60. She joined 3Q in January 2017 after previously working in house at Netgear and other reputable San Diego agencies, working with clients including Levi’s, Oakley, and HP.
Outside of work, Brittany enjoys being active: running, triathlons, hiking, and surfing (even managing to stand up on more than one occasion). She also enjoys reading a great book, Netflixing her weekends away, and all things sports. Unfortunately for her, she is a Padres, Chargers, Lakers, and UCLA Bruins fan. Brittany currently resides in Encinitas with her partner, two needy dogs, and cat who thinks he’s a dog.
SMX West Speaker:
MicrosoftSenior Manager, Global Engagement
@purnavirjiNamed by PPC Hero as the #1 most influential PPC Expert in the world, Purna specializes in SEM, SEO and future search trends. With over a decade in search, she is a regular keynote speaker at conferences across the globe such as MozCon and Hero Conf and is a columnist for Search Engine Land and Search Engine Watch.
An award-winning former journalist, Purna was the CEO of Purview Marketing prior to joining the Bing Ads team. In her spare time, she’s an avid traveler, aspiring top chef and amateur knitter. Say hello @purnavirji
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Zach Hoffman
CEO, Exults
Zach Hoffman is the founder and CEO of Exults, a digitally-focused marketing agency headquartered in South Florida. Zach's love for fast-paced culture and growing business markets coupled with his entrepreneurial spirit lead to the creation of several brands- including Exults, UNIM, and Digital PR. After 15 years in the digital space helping brands realize their dreams of internet domination, Zach now focuses on software development, large-scale business growth, consulting, and branding.
SMX West Plus Session Presenter:
SMX West Plus Session Presenter:
SMX West Plus Session Presenter:
SMX West Plus Session Presenter:
3:05 PM-3:45 PM
Networking + Expo Time
Optimizing Your Google Ads Campaign By Reducing Click Fraud
CloseFocus
Track
SMX Theater
Presented by:
Overview
PPC click fraud affects nearly all who advertise on Google. ClickCease's click-fraud detection, prevention, and protection service software helps advertise combat this issue and get the most out of their paid ad campaigns.
Speakers
Alex Goldfarb
Senior Account Manager, ClickceaseSMX West Moderator:
Director, Events Content, Third Door Media
@kathybushmanKathy has more than 20 years of experience in marketing communications, event management and marketing training. Formerly, Kathy was the director of content and training for the Digital Summit series of events where she oversaw the content development and quality of more than 20 events a year. Prior to that she was the director of training for MarketingProfs where she worked on live events, virtual events and developed marketing training programs using instructional design techniques and adult learning theory. She has also worked on industry events for other companies including the Direct Marketing Association and Penton Media.
SMX West Co-Moderator:
,
SMX West Speaker:
With over 12 years of SEO, eCommerce, and multi-discipline digital marketing experience under his belt, I’m working to help to pave the future of eCommerce and digital marketing at The Integer Group, currently heading up eCommerce for ExxonMobil, Helen of Troy, and others.
My passion, knowledge, and relentless quest for “better” in digital marketing and eCommerce drive the work. I’ve helped to build the search strategy and digital shelf practice from the ground-up for global brands like Unilever, Kimberly-Clark, Mars Pet Foods, and Conagra.
I spend my free time practicing the art of husbandry, being a dad to three amazing daughters, and reading and writing poetry and philosophy in the early hours of the morning.
SMX West Speaker:
A rare breed among her San Diego peers, Brittany is a native San Diegan who admittedly cannot drive in the rain and is freezing if temperatures drop below 60. She joined 3Q in January 2017 after previously working in house at Netgear and other reputable San Diego agencies, working with clients including Levi’s, Oakley, and HP.
Outside of work, Brittany enjoys being active: running, triathlons, hiking, and surfing (even managing to stand up on more than one occasion). She also enjoys reading a great book, Netflixing her weekends away, and all things sports. Unfortunately for her, she is a Padres, Chargers, Lakers, and UCLA Bruins fan. Brittany currently resides in Encinitas with her partner, two needy dogs, and cat who thinks he’s a dog.
SMX West Speaker:
MicrosoftSenior Manager, Global Engagement
@purnavirjiNamed by PPC Hero as the #1 most influential PPC Expert in the world, Purna specializes in SEM, SEO and future search trends. With over a decade in search, she is a regular keynote speaker at conferences across the globe such as MozCon and Hero Conf and is a columnist for Search Engine Land and Search Engine Watch.
An award-winning former journalist, Purna was the CEO of Purview Marketing prior to joining the Bing Ads team. In her spare time, she’s an avid traveler, aspiring top chef and amateur knitter. Say hello @purnavirji
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Alex Goldfarb
Senior Account Manager, Clickcease
Alex Goldfarb is a Senior Account Manager at ClickCease. Born and raised in Ann Arbor Michigan, Alex moved to Tel Aviv in 2017 where he has embraced and excelled in the Hi-Tech world. He is an expert in PPC click fraud protection and has mastered the art of getting the most out of your campaigns.
SMX West Plus Session Presenter:
SMX West Plus Session Presenter:
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Collective Intelligence Marketing - What Optimization Can Learn From Nature
CloseFocus
Track
SMX Theater
Presented by:
Overview
Multi-location businesses face unique challenges with local marketing. Often, there is a lack of statistical data from their campaigns to make strategic decisions about performance and something as simple as measuring ROI can seem impossible. Find out how Adplorer's Collective Intelligence Marketing solves these problems by drawing examples from nature's animal groups, who form together as a whole to make better decisions and keep together, rather than leaving each individual to fend for themselves.
Speakers
Constantin Lange
Owner, AdplorerSMX West Moderator:
Director, Events Content, Third Door Media
@kathybushmanKathy has more than 20 years of experience in marketing communications, event management and marketing training. Formerly, Kathy was the director of content and training for the Digital Summit series of events where she oversaw the content development and quality of more than 20 events a year. Prior to that she was the director of training for MarketingProfs where she worked on live events, virtual events and developed marketing training programs using instructional design techniques and adult learning theory. She has also worked on industry events for other companies including the Direct Marketing Association and Penton Media.
SMX West Co-Moderator:
,
SMX West Speaker:
With over 12 years of SEO, eCommerce, and multi-discipline digital marketing experience under his belt, I’m working to help to pave the future of eCommerce and digital marketing at The Integer Group, currently heading up eCommerce for ExxonMobil, Helen of Troy, and others.
My passion, knowledge, and relentless quest for “better” in digital marketing and eCommerce drive the work. I’ve helped to build the search strategy and digital shelf practice from the ground-up for global brands like Unilever, Kimberly-Clark, Mars Pet Foods, and Conagra.
I spend my free time practicing the art of husbandry, being a dad to three amazing daughters, and reading and writing poetry and philosophy in the early hours of the morning.
SMX West Speaker:
A rare breed among her San Diego peers, Brittany is a native San Diegan who admittedly cannot drive in the rain and is freezing if temperatures drop below 60. She joined 3Q in January 2017 after previously working in house at Netgear and other reputable San Diego agencies, working with clients including Levi’s, Oakley, and HP.
Outside of work, Brittany enjoys being active: running, triathlons, hiking, and surfing (even managing to stand up on more than one occasion). She also enjoys reading a great book, Netflixing her weekends away, and all things sports. Unfortunately for her, she is a Padres, Chargers, Lakers, and UCLA Bruins fan. Brittany currently resides in Encinitas with her partner, two needy dogs, and cat who thinks he’s a dog.
SMX West Speaker:
MicrosoftSenior Manager, Global Engagement
@purnavirjiNamed by PPC Hero as the #1 most influential PPC Expert in the world, Purna specializes in SEM, SEO and future search trends. With over a decade in search, she is a regular keynote speaker at conferences across the globe such as MozCon and Hero Conf and is a columnist for Search Engine Land and Search Engine Watch.
An award-winning former journalist, Purna was the CEO of Purview Marketing prior to joining the Bing Ads team. In her spare time, she’s an avid traveler, aspiring top chef and amateur knitter. Say hello @purnavirji
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SMX West Plus Session Presenter:
Constantin Lange
Owner, Adplorer
Constantin Lange is one of the European specialists in advertising and interactive media. After studying Computer Science and Management in Berlin, he obtained a MBA from MIT and a PhD from the University of Hohenheim. He began his career at Bertelsmann later becoming CEO, responsible for all digital activities of Germany's leading television station RTL. In 2009 he founded Adplorer - today a leading German SaaS platform for search, display and social local online marketing with offices in Europe and the US.
SMX West Plus Session Presenter:
SMX West Plus Session Presenter:
SMX West Plus Session Presenter:
SMX West Plus Session Presenter:
Revisiting Google's Quality Raters Guidelines
CloseFocus
Track
SEO
Overview
After this session, you'll be able to:
- Understand why the Quality Rater Guidelines are crucial
- Know what Google considers to be signs of both high and low quality sites and pages
- Describe what Google's quality raters are, why they uses raters and what impact they have on the live search results
- Define E-A-T (expertise, authoritativeness and trustworthiness), articulate why is it so important and why Google cares
- Understand the importance of reputation for websites and Google's new emphasis on creator reputation
- Know what Google considers to be Your Money Your Life pages (YMYL), and what Google wants for these types of pages to rank well
SMX West Moderator:
George Nguyen is an Associate Editor at Third Door Media. His background is in content marketing, journalism, and storytelling.
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SMX West Speaker:
Jennifer Slegg began as a freelance writer, and turned to search engine optimization and writing content for the web in 1998. She has created numerous content-rich sites in niche markets and works with many clients on content creation, strategy, and monetization. She writes about many search industry and social media topics on her blog, JenniferSlegg.com and is a frequent speaker at search industry conferences on SEO, content marketing and content monetization.
Jennifer is a longtime respected member of the online marketing community. She is known by many as her handle Jenstar on Twitter and on various webmaster forums.
Jennifer is also the founder and editor of The SEM Post, an advanced look at search engine industry news and more with featured expert columnists.
SMX West Speaker:
3Q Digital, Assoc. Director of SEO
@3QDigitalA rare breed among her San Diego peers, Brittany is a native San Diegan who admittedly cannot drive in the rain and is freezing if temperatures drop below 60. She joined 3Q in January 2017 after previously working in house at Netgear and other reputable San Diego agencies, working with clients including Levi’s, Oakley, and HP.
Outside of work, Brittany enjoys being active: running, triathlons, hiking, and surfing (even managing to stand up on more than one occasion). She also enjoys reading a great book, Netflixing her weekends away, and all things sports. Unfortunately for her, she is a Padres, Chargers, Lakers, and UCLA Bruins fan. Brittany currently resides in Encinitas with her partner, two needy dogs, and cat who thinks he’s a dog.
SMX West Speaker:
MicrosoftSenior Manager, Global Engagement
@purnavirjiNamed by PPC Hero as the #1 most influential PPC Expert in the world, Purna specializes in SEM, SEO and future search trends. With over a decade in search, she is a regular keynote speaker at conferences across the globe such as MozCon and Hero Conf and is a columnist for Search Engine Land and Search Engine Watch.
An award-winning former journalist, Purna was the CEO of Purview Marketing prior to joining the Bing Ads team. In her spare time, she’s an avid traveler, aspiring top chef and amateur knitter. Say hello @purnavirji
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SMX West Plus Session Presenter:
SMX West Plus Session Presenter:
Optimizing For Voice Search: How Brands And Agencies Deliver Real Results
CloseFocus
Track
SEO
Overview
After this session, you'll be able to:
- Understand various paradigms of non-curated and curated voice search and understand the value of each
- Build and deploy a voice search solution, measure its impact, and continuously optimize for performance with case studies and reports
- Understand common use cases (as well as negative use cases) for voice SEO
- Leverage existing local SEO efforts to capture potential high-value voice queries
- Integrate voice search across the entire customer journey
Speakers
Sam Ruchlewicz
Warschawski, Vice President - Digital Strategy & Analytics , @samruchlewicz
Sathya Krishnamurthy
Milestone Inc., VP of Product , @sathya_speaksModerator
SMX West Moderator:
Greg Sterling is a Contributing Editor to Search Engine Land, a member of the programming team for SMX events and the VP, Market Insights at Uberall.
SMX West Co-Moderator:
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SMX West Speaker:
A self-proclaimed "data junkie" and passionate innovator, Sam brings a diverse background spanning finance, business and marketing communications to impact change and digital transformation at all levels of an organization.
As Warschawski's Vice President of Digital Strategy & Data Analytics, Sam oversees client accounts and is responsible for both the strategic direction and execution of all integrated digital marketing & data analytics initiatives. He embraces the cross-pollination of ideas to create innovative, results-driven strategies that help clients uncover hidden opportunities, optimize their marketing spends and drive bottom-line revenue growth.
Since joining Warschawski, Sam has led marketing communications & data analytics projects for numerous clients, including Chesapeake Utilities Corporation (NYSE: CPK), Biologics Consulting, Bright MLS, Hogan Lovells, Greenspring Associates, Global Telecom Brokers, Janet, Jenner, & Suggs, JMT Engineering, Sap on Tap, the Law Offices of Evan K. Thalenberg & Alex Cooper Auction House, among others.
SMX West Speaker:
Sathya Krishnamurthy, VP of Product at Milestone, is a product thoughtleader in conceptualizing and building highly differentiated search marketing software and services. Well versed in identifying technology solutions for challenging problems. Milestone is a cutting-edge, software and services company providing complete internet solutions, from web 2.0 to search engine promotion strategies. Milestone is making a difference in Enterprise retail and in Travel industry by maximizing marketing on the Web, representing over 1000 clients worldwide, including major hotel brands and premier resorts. Prior to Milestone, Sathya lead the product team at Reputation.com, a leading Enterprise online reputation management company. Sathya lives in Silicon Valley and enjoys running marathons and chess.
SMX West Speaker:
MicrosoftSenior Manager, Global Engagement
@purnavirjiNamed by PPC Hero as the #1 most influential PPC Expert in the world, Purna specializes in SEM, SEO and future search trends. With over a decade in search, she is a regular keynote speaker at conferences across the globe such as MozCon and Hero Conf and is a columnist for Search Engine Land and Search Engine Watch.
An award-winning former journalist, Purna was the CEO of Purview Marketing prior to joining the Bing Ads team. In her spare time, she’s an avid traveler, aspiring top chef and amateur knitter. Say hello @purnavirji
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LinkedIn Ads: Advanced Strategies And Tactics For B2B
CloseFocus
Track
SEM⁄PPC
Overview
After this session, you'll be able to:
- Understand different LinkedIn targeting types, common pitfalls to avoid, and how large audiences should be for each stage of the funnel
- Take advantage of LinkedIn's frequency caps on ads and leverage the bidding strategy that will get you the most clicks of the lowest CPCs
- Identify the CTAs that perform best on LinkedIn and use proven strategies for Lead Gen ads
- Get the most out of high CPCs and get the most bang for your buck across all other ad platforms
SMX West Moderator:
Ginny Marvin is Editor-in-Chief of Search Engine Land, Marketing Land and MarTech Today, overseeing the day to day editorial operations. Ginny also writes about paid search, paid social, display and video campaign, measurement and attribution trends across the publications. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions.
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Michelle Morgan is the Director of Client Services at Clix Marketing. She has honed her PPC skills over the past 9 years in both in-house and agency roles, managing accounts in many different industries and markets. Her passions are around audience targeting and cross-channel dynamics between search and social. She’s a regular industry speaker at events like Pubcon, SMX, HeroConf, and others. In 2018, Michelle won “SEM Speaker of the Year” at the Search Engine Land Awards and was voted a Top 25 PPC Influencer in 2019.
SMX West Speaker:
Milestone Inc., VP of Product
@sathya_speaksSathya Krishnamurthy, VP of Product at Milestone, is a product thoughtleader in conceptualizing and building highly differentiated search marketing software and services. Well versed in identifying technology solutions for challenging problems. Milestone is a cutting-edge, software and services company providing complete internet solutions, from web 2.0 to search engine promotion strategies. Milestone is making a difference in Enterprise retail and in Travel industry by maximizing marketing on the Web, representing over 1000 clients worldwide, including major hotel brands and premier resorts. Prior to Milestone, Sathya lead the product team at Reputation.com, a leading Enterprise online reputation management company. Sathya lives in Silicon Valley and enjoys running marathons and chess.
SMX West Speaker:
MicrosoftSenior Manager, Global Engagement
@purnavirjiNamed by PPC Hero as the #1 most influential PPC Expert in the world, Purna specializes in SEM, SEO and future search trends. With over a decade in search, she is a regular keynote speaker at conferences across the globe such as MozCon and Hero Conf and is a columnist for Search Engine Land and Search Engine Watch.
An award-winning former journalist, Purna was the CEO of Purview Marketing prior to joining the Bing Ads team. In her spare time, she’s an avid traveler, aspiring top chef and amateur knitter. Say hello @purnavirji
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Hacking The Customer Journey Through Behavioral Economics
CloseFocus
Track
SEM⁄PPC
Overview
After this session, you'll be able to:
- Understand behavioral economics and how it can be applied to digital advertising
- Use certain channels such as display, online video and others to 'prime' a user, build awareness and continuously touch a potential customer along their journey
- Activate a customer when it is time to buy through 'prompting'
- Improve creative and timing of ad placement to prompt users at the time that matters most
SMX West Moderator:
Kathy has more than 20 years of experience in marketing communications, event management and marketing training. Formerly, Kathy was the director of content and training for the Digital Summit series of events where she oversaw the content development and quality of more than 20 events a year. Prior to that she was the director of training for MarketingProfs where she worked on live events, virtual events and developed marketing training programs using instructional design techniques and adult learning theory. She has also worked on industry events for other companies including the Direct Marketing Association and Penton Media.
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As the head of growth and innovation, Justin is tasked with finding new opportunities for his company and for his clients. Whether it is the launch of a new technology or determining a new way to market his clients, Justin brings technology and data together to uncover opportunities. With an extensive background across all forms of marketing, Justin oversees the SEM, SEO, social media, new business and product development efforts at CMI/Compas.
SMX West Speaker:
Milestone Inc., VP of Product
@sathya_speaksSathya Krishnamurthy, VP of Product at Milestone, is a product thoughtleader in conceptualizing and building highly differentiated search marketing software and services. Well versed in identifying technology solutions for challenging problems. Milestone is a cutting-edge, software and services company providing complete internet solutions, from web 2.0 to search engine promotion strategies. Milestone is making a difference in Enterprise retail and in Travel industry by maximizing marketing on the Web, representing over 1000 clients worldwide, including major hotel brands and premier resorts. Prior to Milestone, Sathya lead the product team at Reputation.com, a leading Enterprise online reputation management company. Sathya lives in Silicon Valley and enjoys running marathons and chess.
SMX West Speaker:
MicrosoftSenior Manager, Global Engagement
@purnavirjiNamed by PPC Hero as the #1 most influential PPC Expert in the world, Purna specializes in SEM, SEO and future search trends. With over a decade in search, she is a regular keynote speaker at conferences across the globe such as MozCon and Hero Conf and is a columnist for Search Engine Land and Search Engine Watch.
An award-winning former journalist, Purna was the CEO of Purview Marketing prior to joining the Bing Ads team. In her spare time, she’s an avid traveler, aspiring top chef and amateur knitter. Say hello @purnavirji
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SEO For E-commerce Category, Product Detail Pages
CloseFocus
Track
Digital Commerce Marketing
Overview
After this session, you'll be able to:
- Understand the key differences between (1) on-page SEO for product pages and (2) product detail page SEO for e-commerce sites like Amazon, Walmart, and others
- Apply best practices gleaned from original, large-scale research on the real-world viability of ranking for e-commerce categories, faceted search and product detail pages
- Apply actionable tactics for each key SEO factor to help achieve optimal product detail page SEO and show up in search against big e-commerce competitors
Speakers
Tony Verre
The Integer Group, VP of eCommerce , @TonyVerre
Jill Kocher Brown
JumpFly, Director of SEO , @jillkocherModerator
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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SMX West Speaker:
With over 12 years of SEO, eCommerce, and multi-discipline digital marketing experience under his belt, I’m working to help to pave the future of eCommerce and digital marketing at The Integer Group, currently heading up eCommerce for ExxonMobil, Helen of Troy, and others.
My passion, knowledge, and relentless quest for “better” in digital marketing and eCommerce drive the work. I’ve helped to build the search strategy and digital shelf practice from the ground-up for global brands like Unilever, Kimberly-Clark, Mars Pet Foods, and Conagra.
I spend my free time practicing the art of husbandry, being a dad to three amazing daughters, and reading and writing poetry and philosophy in the early hours of the morning.
SMX West Speaker:
In the 14 years I’ve been in the SEO business, I’ve worked with Fortune 100 companies and small businesses alike. I’ve headed up the SEO practice at consulting firms like IBM iX, digital agencies like ResourceAmmirati, and SEO agencies like Stephen Spencer’s Netconcepts. But I've also been the client – as the SEO manager at Groupon and the webmaster at Intel – so I know what it's like to try to implement sometimes-unrealistic agency recommendations. SEO is my passion: I married an SEO director, I’ve written the SEO articles at PracticalEcommerce.com for 10 years, and I’ve edited SEO books for O’Reilly – including “The Art of SEO.”
Ecommerce is my wheelhouse: I love the scalable performance improvement that makes ecommerce SEO a particularly valuable form of SEO. Page-by-page manual content optimization definitely has its place in ecommerce SEO, but scalable optimization provides large-scale opportunity for growth. For me, the overlap between scalable and technical SEO strategies is an exciting bonus.
SMX West Speaker:
MicrosoftSenior Manager, Global Engagement
@purnavirjiNamed by PPC Hero as the #1 most influential PPC Expert in the world, Purna specializes in SEM, SEO and future search trends. With over a decade in search, she is a regular keynote speaker at conferences across the globe such as MozCon and Hero Conf and is a columnist for Search Engine Land and Search Engine Watch.
An award-winning former journalist, Purna was the CEO of Purview Marketing prior to joining the Bing Ads team. In her spare time, she’s an avid traveler, aspiring top chef and amateur knitter. Say hello @purnavirji
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