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February 19-20, 2020
San Jose Convention Center

SMX West 2020 Agenda

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

Calendar

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.

9:00 AM-9:50 AM

Keynote Presentation - How The Rise Of Digital Commerce Is Reshaping Search And Performance Marketing

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    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, , @benjaminspiegel

Moderator

Ginny Marvin
Search Engine Land, Editor-in-Chief , @ginnymarvin

9:50 AM-10:05 AM

Break

10:05 AM- 10:50 AM

Site Speed Is A Crucial Ranking Factor. Here's What You Need To Know

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    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

Speakers

Jessica Bowman

SEO In-house, Owner , @jessicabowman

Moderator

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

Future-Proof Your Sites For Google Core Updates

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    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

Lily Ray

Path Interactive, Director, SEO , @lilyraynyc

Moderator

Barry Schwartz
Search Engine Land, Contributing Editor , @rustybrick

Why And How To Run Effective Top-Of-Funnel Search Campaigns

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    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

Speakers

Amy Bishop

Cultivative, LLC, Owner , @hoffman8

Moderator

Matt Van Wagner
Find Me Faster, President , @mvanwagner

The Pros And Cons Of Automation: An Honest Roundtable Discussion

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    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, , @purnavirji

Moderator

Brad Geddes
AdAlysis, Co-Founder , @bgTheory

How To Keep Your Job As Shopping Ads Get More Automated

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    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

Speakers

Moderator

Ginny Marvin
Search Engine Land, Editor-in-Chief , @ginnymarvin

Turn 4X More Ad Clicks into Conversions with Post-Click Automation™

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    Solutions

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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, Instapage

10:50 AM- 11:30 AM

Break & Expo Hall Opens

10:50 AM- 11:30 AM

Bruce Clay SEO for WordPress

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    SMX Theater

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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.

How To Survive In E-commerce In A Zero-Click Google World

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    SMX Theater

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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 UX
11:30 AM- 12:15 PM

In-house SEO Strategy: From Big Picture To Implementation

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    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 SEO

Moderator

Jessica Bowman
SEO In-house, Owner , @jessicabowman

The New NoFollow And Snippet Rules

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    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 , @patrickstox

Moderator

Barry Schwartz
Search Engine Land, Contributing Editor , @rustybrick

The Art Of Structuring Search And Shopping Campaigns

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    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

Speakers

Moderator

Kathy Bushman
Third Door Media, Director, Events Content

Build And Test Powerful Landing Pages: Tips From The Pros

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    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 Advisor

Moderator

Matt Van Wagner
Find Me Faster, President , @mvanwagner

Digital Commerce Insight 1: How To Find & Fix eCommerce Keyword Cannibalization Issues (11:30am-11:41am)

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    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

Speakers

James Brockbank

Digitaloft, Managing Director & Founder , @brockbankjames

Moderator

Ginny Marvin
Search Engine Land, Editor-in-Chief , @ginnymarvin

Digital Commerce Insight 2: Set Your Products Up For Success By Understanding Amazon

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    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

Speakers

Nancy McLaughlin

Tinuiti, Director, Marketplace Search

Moderator

Ginny Marvin
Search Engine Land, Editor-in-Chief , @ginnymarvin

Digital Commerce Insight 3: How Search is Driving Real World Product Innovation (12:00pm-12:12pm)

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    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 , @benjaminspiegel

Moderator

Ginny Marvin
Search Engine Land, Editor-in-Chief , @ginnymarvin

SEO Site Clinic

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    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 , @keyrelevance

Moderator

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

What 'Near Me' Brand Experience Means To Your Customers

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    Solutions

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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, Uberall

12:15 PM- 1:15 PM

Lunch and Expo Time - Lunch Presentation in Main Stage

1:15 PM- 2:00 PM

Improving Relationships between SEO and Web Developers

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    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

Moderator

Jessica Bowman
SEO In-house, Owner , @jessicabowman

Behind The Scenes With Google Search Console And Bing Webmaster Tools

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    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

Sandhya Guntreddy

Microsoft, Principal Program Manager , @guntreddy_05

Daniel Waisberg

Google, Search Advocate , @danielwaisberg

Moderator

Barry Schwartz
Search Engine Land, Contributing Editor , @rustybrick

How To Optimize Facebook Campaigns That Deliver Qualified Leads

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    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

Speakers

Julia Vyse

Vizeum, Digital Media Manager , @JuliaVyse

Moderator

Matt Van Wagner
Find Me Faster, President , @mvanwagner

Ad Testing In An Automated World

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    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 , @jonkagan

Moderator

Kathy Bushman
Third Door Media, Director, Events Content

Driving Profitable Sales With Amazon Search Ads

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    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

Speakers

Kaitlin McGrew

PMG Digital Agency, Senior SEM Manager , @kaitlinppc

Moderator

Ginny Marvin
Search Engine Land, Editor-in-Chief , @ginnymarvin

Mastering SEO Silos - Bruce Clay

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    Solutions

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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.

2:00 PM- 2:20 PM

Break

2:00 PM- 2:20 PM

Fantastic Links and Where To Find Them - Page One Power

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    SMX Theater

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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 Power
2:20 PM- 3:05 PM

Google BERT: What SEOs and Marketers Need to Know

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    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

Speakers

Dawn Anderson

Bertey, Managing Director , @dawnieando

Moderator

Barry Schwartz
Search Engine Land, Contributing Editor , @rustybrick

Solving Complex JavaScript Issues And Leveraging Semantic HTML5

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    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 , @hamletbatista

Moderator

Detlef Johnson
, SEO for Developers Expert for Search Engine Land and SMX , @deckarts

How To Manage And Optimize B2B PPC Accounts

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    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_brady

Moderator

Brad Geddes
AdAlysis, Co-Founder , @bgTheory

Genius-level Microsoft Ads, Google Ads Optimization

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    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

Moderator

Matt Van Wagner
Find Me Faster, President , @mvanwagner

Optimizing For Seasonality: How To Sell More In Your Peak Periods

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    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 Services

Moderator

Ginny Marvin
Search Engine Land, Editor-in-Chief , @ginnymarvin

Amazon SEO Clinic

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    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 , @3QDigital

Moderator

Kathy Bushman
Third Door Media, Director, Events Content

Digital PR Playbook - The Convergence Of Search, Social, And Your Website

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    Solutions

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Overview

TBA

3:05 PM-3:45 PM

Networking + Expo Time

3:05 PM-3:45 PM

Optimizing Your Google Ads Campaign By Reducing Click Fraud

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    SMX Theater

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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, Clickcease

Adplorer - TBA

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    SMX Theater

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Overview

Coming soon.

3:45 PM-4:30 PM

Revisiting Google's Quality Raters Guidelines

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    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

Speakers

Jennifer Slegg

The SEM Post, Editor , @jenstar

Moderator

George Nguyen
Third Door Media, Associate Editor , @geochingu

Optimizing For Voice Search: How Brands And Agencies Deliver Real Results

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    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_speaks

Moderator

Greg Sterling
, Contributing Editor, Search Engine Land , @gsterling

LinkedIn Ads: Advanced Strategies and Tactics for B2B

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    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

Speakers

Michelle Morgan

Clix Marketing, Director of Client Services , @michellemsem

Moderator

Ginny Marvin
Search Engine Land, Editor-in-Chief , @ginnymarvin